Agenda Item No. 20
CITY OF YUCAIPA
AGENDA REPORT
TO: Honorable Mayor and City Council
FROM: Megan Wolfe, Director of Community Services'
FOR: City Council Meeting of August 8, 2022
SUBJECT: 2022 Yucaipa Music and Arts Festival Wrap-up
RECOMMENDATION:
That City Council receive and file the 2022 Yucaipa Music and Arts Festival Wrap-up Report.
DISCUSSION:
On May 6 and 7, 2022, the tenth annual Yucaipa Music and Arts Festival (YMAF) was held in Historic Uptown Yucaipa. The two-day event was held on:
Friday, May 6, from 6:00 p.m. to 10:00 p.m.
Saturday, May 7, from 12:00 p.m. to 10:00 p.m.
The 2022 YMAF Planning Committee (Committee) consisted of local service clubs, the Yucaipa Valley Chamber of Commerce (YVCC), businesses and City staff. The various Committee members assumed leadership responsibilities for one or more of the activities as a component of the event. The following is a brief description of each Committee member and their contribution to the event:
Chamber of Commerce - Food and Merchandise Vendors
The Chamber of Commerce helped manage the vendors by marketing vendor opportunities, accepting and reviewing applications, and processing payment for the approved vendors. There was a total of 24 food vendors and 67 merchandise/art vendors. The total revenue earned from vendor fees was $33,600 with 60% going to the City for a total of $20,160.
Deborah Henderson - Flower Show
The Flower Show was in the Yucaipa Performing Arts Center (YPAC) indoor theater and had a total of 80 participants. Deborah Henderson managed the flower show by marketing the event to past participants and community members. In addition, during the event she oversaw contestant check in, set-up and tear down.
Knights of Columbus - Beer and Wine Garden (Garden)
The Knights of Columbus operated the Garden which included obtaining an ABC license, insurance, beer and wine, supplies and providing volunteers for the sale of tickets, and the pouring of alcohol. The total revenue earned from the beer garden was $19,661 with 50% going to the City for a total of $9,831.
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City Council Meeting of August 8, 2022
2022 Yucaipa Music and Arts Festival
Vision Quest - Art Displays Vendors and Interactive Art Vision Quest had the Yucaipa Vision Quest Art Gallery, located at 35157 Yucaipa Blvd., open during the YMAF. In addition, Vision Quest offered children's art activities free of charge to event goers.
Gem and Mineral Society — Gem and Mineral Show
The Gem and Mineral Society held a Gem and Mineral Show and had a total of 16 vendors. The Gem and Mineral Society provided marketing for the show, acquired all vendors, processed payment for approved vendors and was the only vendor point of contact for the event. The Gem and Mineral Society made $1,600, with 30% going to the City for a total of $480.
Rotary Club of Yucaipa — Parking Lot
The Rotary Club provided volunteers to help manage the YPAC parking lot and the dirt lot west of the YPAC. The YPAC parking lot was used for bands and their crew, production, staff, and elected officials. The dirt lot was used for vendor parking, in an effort to keep parking around business free for customers and event participants.
In an effort to make additional revenue to offset the rising costs of events and concerts staff will recommend offering a paid parking opportunity for future events and concerts held at the YPAC.
The City of Yucaipa
City staff created event marketing pieces, social media content, vendor applications, vendor signage, vendor maps and layout, traffic control maps, marketed vendor opportunities, supplied tents, electricity, lighting, and a vendor parking area. In addition, the City rented all equipment and jumpers and provided supervision for the Kids Zone. The revenue totaled $12,940.
One of the goals of each YMAF has been to secure headline acts that draw regional visitors to the Historic Uptown Yucaipa. The 2022 YMAF accomplished that goal with the following main stage entertainment:
Friday - Opener: Fooz Fighters — Foo Fighters Tribute
Headliner: The Ten Band — Pearl Jam Tribute
Saturday - Opener: Soul Pointe— San Bernardino Teen Workshop Group Opener: Kodi Lee — Winner of America's Got Talent, season 14 Headliner: Plain White T's — Rock Band
A total of 269 VIP tickets were sold for Saturday night's main stage, which generated revenue in the amount of $6,725. The VIP ticket included a reserved fenced in area with direct access in front of the main stage, access to the YPAC restroom facilities and a private bar.
In addition to the main stage, there was local entertainment performing on the California Street Stage on Friday and Saturday. The actual cost for festival entertainment was $69,892. -331-
City Council Meeting of August 8, 2022
2022 Yucaipa Music and Arts Festival
Advertising and Publicity
The goal of YMAF event advertising is to attract a regional crowd to the event and the community.
A billboard Ad was displayed on the I-10 freeway facing westbound traffic near Oak Glen Road in Yucaipa. The City's and YPAC's electronic marquee, website, Instagram, and Facebook platforms were also used to promote the YMAF. Staff secured radio advertisement on KFROG, and print advertising was published in the News Mirror and the Your Yucaipa Guide. The News Mirror also published an event program that directed festival goers to the various attractions and provided information on the entertainment. In addition, a street banner was placed over Yucaipa Boulevard at 2nd Street.
Sponsorships
Staff secured a $5,000 sponsorship with Sorenson Engineering. Sorenson Engineering was happy with the event and amenities provided with the sponsorship and look forward to working with the City again on future events.
Over the years it has become evident that the key to sponsorships for all of our events, festivals and concerts is building relationships and creating a marketing opportunity for businesses. In order to accomplish this staff believes it is essential that one community services staff member needs to be assigned to sponsorships. Staff is working on a staffing plan and the redistribution of work duties to allow for that.
The event exceeded staff and community expectations for attendance and interest from vendors.
Staff has facilitated various evaluation efforts during the YMAF and in the weeks following the event, the general consensus was that the event delivered a quality community activity and provided exposure for the City.
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 $140,144 for a net impact to the General Fund equal to the amount of $84,144. Actual revenues received totaled $57,676 and actual expenses incurred totaled $139,783, for a net impact to the General Fund equal to the amount of $82,111, $2,033 less than anticipated.
Approved by:
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Attachment: Budget
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ATTACHMENT A
Revenues
YMAF Budgeted Revenue:
Band Merchandise
VIP Ticket Sales
Kids Zone
Beer Sales
Sponsorships
Vendor Booths
Gem and Mineral
Reimbursement for Security
Total Revenues
Expenditures
YMAF Budgeted Expenditures:
Entertainment
Headline Saturday
Opening Act(s)
Talent Buyer Fee
Subtotal Saturday Headline
Estimated
Actuals
$ 500 $
-
4,000
6,725
6,000
12,940
10,000
9,831
20,000
5,000
15,000
20,160
500
480
2,536
$ 56,000 $
57,672
$ 40,000 $ 40,000
10,000 10,000
5,000 5,000
55,000 55,000
Headline Friday
9,000
9,000
Opener Friday
3,000
3,000
Subtotal Friday Entertainment
12,000
12,000
California Street Stage (Friday & Saturday)
3,000
2,200
Roving Entertainment
2,500
-
Hospitality
1,000
692
Subtotal Misc Entertainment
6,500
2,892
Total Entertainment Expenditures
$ 73,500
69,892
Infrastructure
Production for Main Stage
Generators & Temporary Power Boxes
Temp. Sanitation Facilities
Equipment Rentals
Vendor Tents
Security
Inflatable/Kids Zone rentals
Advertising
Print Advertising
Radio Advertising/On-Site Broadcasting
General Fund Contribution
In -Kind Sunnort (budgeted)
Sheriff/Police
Fire
Public Works
In -kind Total
Total Infrastructure
Total Advertising
YMAF Total Expenditures
15,000
15,000
11,500
11,500
4,000
4,420
2,594
2,889
14,000
15,185
6,000
6,233
5,000
6,274
58,094
61,501
6,000
6,890
2,550
1,500
8,550
8,390
$ 140,144 139,783
$ 84,144 82,111
6,500 6524
1,500 0
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