Agenda Item No.
CITY OF YUCAIPA
AGENDA REPORT
TO: Honorable Mayor and City Council
FROM: Megan Wolfe, Director of Community Services MW
Mary Johnson, Community Services Supervisor MWi4
FOR: City Council Meeting of February 14, 2022
SUBJECT: 2022 Yucaipa Music and Arts Festival
RECOMMENDATION:
That City Council:
10 1. Review and approve the 2022 Yucaipa Music and Arts Festival layout and associated street closures; and
2. Approve the 2022 Music and Arts Festival proposed budget; and
3. Approve the remaining balance of funds from the 2021 Autumnfest be added to the 2022 Yucaipa Music and Arts Festival; and
4. Find that the public interest will not be best served by a formal proposal process, waive the formal solicitation of proposals/qualifications in accordance with the City of Yucaipa Municipal Code Section 2.24.060 and Ordinance No. 42; and
Authorize the City Manager to award, execute and administer the terms of the contract and purchase order with Harbour Productions for entertainment and production in the not to exceed amount of $70,000 for the 2022 Yucaipa Music and Arts Festival.
BACK -ROUND:
The Yucaipa Music and Arts Festival (YMAF) celebrates Yucaipa's history and culture while providing entertainment and art from the region. The event is planned and organized by the YMAF Planning Committee and consists of representatives from the following organizations: Yucaipa Valley Chamber of Commerce, Rotary Club of Yucaipa, Knights of Columbus, Gem and Mineral Society, Yucaipa Valley Historical Society, Lady Bug Plants, Yucaipa Calimesa News Mirror, Vision Quest, and the Yucaipa Public Arts Committee. YMAF Planning Committee members assume responsibilities for one or more of the activities as a component of the event. Activities planned and provided by the organizations in past years included a beer and wine garden, carnival, gem and mineral show, flower show, Soap Box Derby, Yucaipa's Got Talent, Taste of Our Town, tricycle races, Farmer's Market, food & merchandise vendors, and an art show.
City Council Meeting of February 14, 2022
2022 Yucaipa Music and Arts Festival
DISCUSSION:
On February 2, 2022, the YMAF planning committee held a meeting to discuss the Tenth Annual YMAF.
The YMAF will be a two-day event held in Historic Uptown Yucaipa on Friday, May 6, from 6:00 p.m. to 10:00 p.m. and Saturday, May 7, from 12:00 p.m. to 10:00 p.m. The YMAF will feature a familiar line- up of activities and various points of interest, which include beer and wine garden, flower show, gem and mineral show, kids' zone, art displays, food and merchandise vendors, live entertainment, and more. New this year will be a "Paint by Numbers" activity in which festival attendees can paint sections of a mural to help bring a larger picture to life. The YMAF Planning Committee will continue to meet on a regular basis to discuss the details of the event.
YMAF Entertainment
One of the goals of each YMAF has been to secure headline acts that draw regional visitors to the event and to Historic Uptown Yucaipa. In October 2021, City staff began working with Harbour Productions for entertainment for YMAF. Staff booked the entertainment for Friday and Harbour Productions was successful in booking the main stage entertainment for Saturday. The 2022 YMAF Main Stage entertainment is as follows:
Friday - Opener: Fooz Fighters —Foo Fighters Tribute Band Headliner: A Pearl Jam Tribute Band
Saturday - Opener: Kodi Lee — Winner of American's Got Talent Headliner: Plain White T's — Alternative Rock
The entertainment will be free. However, 300 tickets will be sold for a, Kodi Lee and Plain White T's VIP experience on May 7, 2022. Revenue earned from the sale of VIP tickets will go to offset the cost of the event.
Advertising and Publicity
The goal of advertising the YMAF is to attract a regional crowd to the community. A billboard ad has been secured on the I-10 freeway facing westbound traffic near Oak Glen Road in Yucaipa. The City and YPAC's electronic marquee, website, Instagram, and Facebook platforms will be used to promote the YMAF. Staff is working to solidify radio advertisement and will work with the News Mirror on print advertisement. In addition, a street banner will be placed over Yucaipa Boulevard at 2nd Street and message board signs will be utilized the weeks leading up to the YMAF.
Sponsorships
Staff is working on the 2022 sponsorship package and will begin reaching out to businesses as soon as the package is complete. The goal behind sponsorships is to help generate revenue to offset the cost of the YMAF. The sponsorship packages will provide opportunities for businesses to market their products and/or services at the YMAF, which attracts an audience of over 10,000.
City Council Meeting of February 14, 2022
2022 Yucaipa Music and Arts Festival
Layout and Street Closures
The YMAF Planning Committee is recommending the same layout as the 2021 YMAF, due to the success and positive feedback received from vendors and uptown businesses. The layout will include the placement of merchandise and art vendors in the middle of the street with City supplied tents. The following is a list of street closures needed for the event:
Yucaipa Boulevard between California Street & Adams Street:
This closure will take place at 9:00 a.m. on Thursday, May 5 and reopen at 7:00 a.m. on Sunday, May 8 by 1:00 a.m.
Yucaipa Boulevard between 1st Street & California Street:
This closure will take place at 12:00 p.m. on Friday, May 6 and reopen at 7:00 a.m. on Sunday, May 8 by 9:00 a.m.
California Street between Yucaipa Boulevard and Avenue A:
This closure will take place at 8:00 a.m. on Friday, May 6 and will reopen at 7:00 a.m. on Sunday, May 8 by 9:00 a.m.
California Street between Acacia Avenue and Yucaipa Boulevard:
This closure will take place at 10:00 a.m. on Friday, May 6 and will reopen at 11:00 p.m. on Saturday, May 7.
Staff attended the last two Uptown Association meetings; however, the meetings were cancelled due to lack of quorum. Staff has posted the closures on the Uptown Association Facebook Group page and will attend the next meeting. Staff will continue to hold YMAF planning meetings to finalize details of the event.
FISCAL IMPACT:
The Fiscal Year 2021/2022 Adopted Budget included estimates for YMAF revenues in the amount of $56,000 and expenses in the amount of $129,691 for a net impact to the General Fund equal to the amount of $73,650.
On November 8, 2021, City Council received and filed the 2021 Autumnfest Wrap -Up. The Autumnfest had a remaining balance of $9,494. Staff is recommending the remaining balance be used for expenses related to the 2022 YMAF.
Attachments:
A) Layout
B) Budget
Approved by:
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2022 Music and Arts Festival Budget
Revenues
YMAF Budgeted Revenue:
Estimated
Band Merchandise
$ 500
VIP Ticket Sales
4,000
Kids Zone
6,000
Beer Sales
10,000
Sponsorships
20,000
Vendor Booths
15,000
Gem and Mineral
500
Total Revenues
$ 56,000
Expenditures
Subtotal Friday Entertainment
YMAF Budgeted Expenditures:
California Street Stage (Friday
Fntortainmafit
Headline Saturday
15,000
$ 40,000
Opening Act(s)
Temp. Sanitation Facilities
10,000
Talent Buyer Fee
2,594
5,000
15,000
Subtotal Saturday Headline
55,000
Headline Friday
5,000
5,000
Opener Friday
Advertising
3,000
Print Advertising
Subtotal Friday Entertainment
8,000
California Street Stage (Friday
& Saturday)
3,500
Roving Entertainment
$ 139,144
3,500
Hospitality
1,500
Subtotal Misc Entertainment
8,500
Total Entertainment Expenditures
$ 71,500
Infrastructure
Production for Main Stage
15,000
Generators & Temporary Power Boxes
11,500
Temp. Sanitation Facilities
4,000
Equipment Rentals
2,594
Vendor Tents
15,000
Security
6,000
Inflatable/Kids Zone rentals
5,000
Total Infrastructure
59,094
Advertising
Print Advertising
6,000
Radio Advertising/On-Site Broadcasting
2,550
Total Advertising
89550
YMAF Total Expenditures
$ 139,144
General Fund Contribution $ 83,144
In -Kind Support (budzeted)
Sheriff/Police 6,500
.=
ATTACHMENT B
2022 Music and Arts Festival Budget
Fire 1,500
Public Works 3,000
In-kind Total $ 11,000
MR
ATTACHMENT B