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 September 12, 2022
SUBJECT: Five Winds Country Music Festival Wrap-up
RECOMMENDATION:
That City Council:
1. Receive and file the Five Winds Country Music Festival Wrap-up Report; and
2. Approve the 2023 Five Winds Country Music Festival.
BACKGROUND:
On September 5, 2020, the El Dorado Fire started and spread across 22,260 acres of El Dorado Ranch Park (Park), causing millions of dollars in damages, and took the life of Firefighter Charles Morton. The Park was closed to allow the vegetation to re-establish itself and to ensure "new" trails were not created, conflicting with the City's agreement with Wildlands Conservancy related to the acquisition of the park.
On October 11, 2021, City Council approved a two-day festival to be held on Friday, March 25, 2022, from 5:00 p.m. to 10:00 p.m. and Saturday, March 26, 2022, from 12:00 p.m. to 10:00 p.m., at Five Winds Ranch and allocated $250,000 in expenditures and $200,000 in revenues for a net cost of $50,000.
On January 24, 2022, City Council approved a change in the festival date from March 25, 2022, and March 26, 2022, to June 24, 2022, and June 25, 2022, in order to finalize headline entertainment.
DISCUSSION:
The Five Winds Country Music Festival (Festival) was held on Friday, June 24, 2022, from 6:00 p.m. to 10:00 p.m. and Saturday, June 25, 2022, from 12:00 p.m. to 10:00 p.m. The Festival offered the following amenities:
Camping
Two types of campsites were available for purchase:
• Standard - included one (1) 20' x 50' space and for a total cost $200 • Preferred - included (1) 20' x 50' space, a campsite closer to the amenities and two festival tickets for a total cost of $500,
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City Council Meeting of September 12, 2022
2022 Five Winds Country Music Festival Wrap-up
On April 15, 2022, a total of 50 standard campsites and 20 preferred campsites were placed on sale. All campsites sold out in five days, resulting in staff working to increase the number of campsites. On May 10, 2022, staff released 30 additional standard campsites and 10 additional preferred campsites. The preferred campsites once again sold out and seven additional standard campsites were sold. A total of 87 campsites were sold, generating $25,580.
Entertainment:
One of the goals of the Festival was to secure entertainment that would help sell tickets. The Festival included the following nine live country bands:
Friday - Openers: Daniel Bonte & the Bonafide
JT Harker
JT Priest
Headliner: Frankie Ballard
Saturday - Openers: Michael Austin
Scatty Mac Band
Honey County
Westward Sams
Headliner: Granger Smith featuring Earl Dibbles Jr.
Three types of Festival tickets went on sale on Friday, April 15, 2022:
• Friday only tickets, $59
• Saturday only tickets, $69
• Two-day tickets, $110.
A total of 1,657 tickets were sold, resulting in $129,843. In addition, $2,942 was received from a percentage of artist merchandise sold at the event. Once inside the Festival guests could purchase food, merchandise, and/or tickets for activities.
Activities:
Attendees were provided the opportunity to participate in activities such as axe throwing, mechanical bull riding, and archery. Activity tickets were sold at guest services for $10 for one ticket and $20 for three tickets. A total of $3,961 was generated from the sale of activity tickets.
In addition to the paid activities, three free activities were offered: life size horseshoes, cor hole, and line dancing.
Food and Merchandise:
Festival vendors were selected based on their performance at in previous City events. Vendors that previously displayed good customer service, reasonable prices, and fast service. A total of five food vendors were at the event. The goal was to have less food vendors to provide an opportunity for them to be successful. Six merchandise vendors shared a 20-foot by 40-foot tent and sold a variety of country items. The City's revenue share totaled $2,753.
Alcohol Sales:
Jakes Bistro and Brew operated the Alcohol Sales, which included obtaining an ABC license, insurance, beer, and wine, supplies, and staff for the selling and pouring of alcohol. The City received 50% of the total revenue, for a total of $9,763. -332-
City Council Meeting of September 12, 2022
2022 Five Winds Country Music Festival Wrap-up
Sponsorships:
Staff created a sponsorship packet that included packages for $500, $1,000, $5,000, and $10,000.
A total of 3 local businesses took advantage of the $1,000 sponsorship, which provided them with a company banner at the event, press release, logo on the City website, one preferred parking pass and two 2-day festival tickets. The companies were, American Eagle Construction, Lafferty Communities, and Brewcaipa. A total of $3,000 in revenue was generated.
Marketing:
Staff secured a partnership with Audacy, the second largest radio company in the United States.
Audacy, the parent company of KFRG promoted the Festival on air for three weeks leading up to the event. In addition, marketing for the event was on City social media sites, the City and YPA,C websites, and on a billboard located off the 10 freeway, west of the Live Oak Canyon exit, Parking:
Parking was available along the West side of El Dorado Park next to the festival. In addition, the City entered into an agreement with Mike Kooyman, who owes over 20 acres west of Five Winds Ranch. A nominal fee was charged for parking to help offset the cost of the Festival, resulting in revenues of $6,659.
Staff sent letters to all residents within a one -mile radius of the venue and met with the adjacent neighbors to discuss the details of the Festival. The letters provided the residents an opportunity to redeem two free two-day tickets to the Festival. A total of 209 residents requested the free tickets, resulting in 418 comp tickets being distributed.
Yucaipa Fire and Yucaipa Police departments provided staffing during the duration of the Festival.
Yucaipa Fire provided a medical tent due to the high temperatures and Yucaipa Police provided an incident command post and traffic control.
Following the Festival, staff received positive feedback from those who purchased tickets, camped and from the surrounding neighbors. Feedback received from several people, included changing the event to a date in the fall, to have cooler temperatures and find a material that will help keep the dust down. It appears the fall will also provide an opportunity for increased sponsorship and partnership opportunities. Staff will return to Council with a more detailed analysis of the timing.
FISCAI, IMPACT:
The total estimated costs to provide entertainment, activities, staging, production, security, sanitation facilities, and other logistical items was $250,000 and the estimated revenue was $200,050. The actual cost to hold the Festival was $758,228 and the actual revenues earned was $184,501. The net cost of the Festival was $73,272. The increase in expenses was in large part due to the increase in fuel costs for items rented such as generators and light towers. In addition, after meeting with Yucaipa Police, adjacent residents, and the security team, it was determined it was in the best interested of the City to increase security measures. Therefore, additional lighting and metal detectors were rented. Although the Festival did not meet the budget goals, local businesses including Stater Bros on Bryant said they saw a significant increase in foot traffic and sales on the weekend of the Festival.
Approved by ZVIeL/
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City Council Meeting of September 12, 2022
2022 Five Winds Country Music Festival Wrap-up
Attachment; Budget
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Five Winds Country Music Festival
Revenues
Estimated
Actuals
Camping
$ 31,000
$ 25,580
2-Day Ticket Sales
55,000
48,400
Friday Ticket Sales
26,550
14,927
Saturday Ticket Sales
69,000
66,516
Sponsorships
5,000
3,000
Food and Merchandise Booths
3,500
2,753
Alcohol Sales
10,000
9,763
Parking
6,659
Activities
3,961
Artist Merchandise
2,942
Total Revenues
$ 200,050
$ 184,501
Expenditures 01-8500-4551-00-5220
Entertainment
Headline Saturday
$ 60,000
$ 60,000
Opening Act(s)
10,000
11,000
Talent Buyer Fee
7,000
7,000
Subtotal Saturday Headline
77,000
78,000
Headline Friday
30,000
30,000
Opener Friday
3,000
3,000
Subtotal Friday Entertainment
33,000
33,000
Trailers
2,000
3,270
Hospitality
2,500
_ 1,687
Subtotal Misc Entertainment
4,500
4,957
Total Entertainment Expenditures
$ 114,500
115,957
Infrastructure
Production for Main Stage
40,000
55,500
Generators & Temporary Power Boxes
23,000
14,880
Temp. Sanitation Facilities
10,000
11,549
Equipment Rentals
2,500
13,182
Camping arnmenities
10,000
Security
20,000
19,170
Event Insurance
2,047
Inflatable/Activities
20,000
28,740
Misc.
341
Totallnfrastructure
125,500
145,068
Advertising
Advertising 10,000 2,751
Total Advertising 10,000 2,751
Total Expenditures S 2,90,000 263,775
General Fund Contribution $ 49,950 79,274
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