Agenda Item No. 16
CITY OF YUCAIPA
AGENDA REPORT
TO: Honorable Mayor and City Council
FROM: Megan Wolfe, Director of Community Services @1
FOR: City Council Meeting of November 14, 2022
SUBJECT: 2022 Autumnfest — Event Wrap -Up
RECOMMENDATION:
That City Council receive and file the 2022 Autumnfest Wrap -Up Report.
DISCUSSION:
On Friday, September 30, 2022, and Saturday, October 1, 2022, the tenth annual Autumnfest was held in Historic Uptown Yucaipa.
The 2022 Autumnfest 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:
YVCC - Food and Merchandise Vendors
The YVCC helped manage vendors by marketing vendor opportunities, accepting and reviewing applications, processing payment, and assigning space numbers for the approved vendors. There was a total of 10 food vendors and 52 merchandise/non-profit vendors. The total revenue earned from vendor fees was $11,075 with 50% going to the City for a total of $5,537.50. City staff created vendor marketing pieces, social media content, vendor applications, vendor signage, vendor maps and layout, traffic control maps and supplied electricity, lighting, tables, and chairs.
Due to the layout of the Kids Zone and the Show N Go Car Show the food vendors were located in the dirt lot west of the Yucaipa Performing Arts Center (YPAC). This layout required the rental of a generator and additional lighting. Which resulted in an increase to the miscellaneous expenses line item in the Autumnfest budget by $8,850.00. Staff is recommending a change in the profit share percentages from 50% City and 50% YVCC to 60% City and 40% YVCC to help offset the rising costs of the festival. Staff will return to Council for review and approval of the 2023 agreements.
George Sardeson — Show N Go Car Show
The Show N Go Car Show was located on Yucaipa Boulevard from California Street to Second Street and had a total of 98 participants, the largest turnout to date. The City marketed the activity, -241-
managed car registration, gave out free oil drain containers, and secured a DJ for entertainment on First Street and Yucaipa Boulevard. George Sardeson managed the dragster vehicle, helped to market the car show, and secured a sponsorship for the purchase of ten trophies.
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 net revenue earned from the beer garden was $7,719 with 50% going to the City for a total of $3,932. City staff secured a security company to monitor and enforce the boundaries of the Garden. Due to the increased cost of putting on the festival staff is recommending a change in the profit share percentages from 50% City and 50% Knights to 60% City and 40% Knights for the 2023 Autumnfest. Staff will return to Council for review and approval of the 2023 agreements.
The City of Yucaipa
The City took on the responsibilities and expenses related to the Kids Zone, Haunted House, Entertainment and Corn Hole Tournament. The Kids Zone consisted of five jumpers, a video game truck, and a virtual reality tent. The Haunted House was located inside the YPAC and required participants to go through a maze where staff dressed in Halloween costumes were waiting ready to scare. Both activities cost customers a nominal fee, resulting in a total combined revenue of $13,617, which is $5,000 more than previous Autumnfest Kids Zone and Haunted Houses. This increase signified an increase in festival attendance. Feedback received from participants and parents was that the Haunted House was not scary enough and the Kids Zone did not have enough activities, which resulted in long lines.
The goal of the Autumnfest was to provide a two-day event filled with entertainment and activities for the community. The following is a list of the main stage entertainment:
Friday - Opener: Yucaipa High School Band
Opener: San Bernardino Workshop — Classic Rock
Headliner: Tyuana Dogs — Rock and Dance party
Saturday - Opener: Yucaipa Dance - Dance
Opener: 13 Crowns - Pop rock
Headliner: The Jets - R&B and Dance -pop
Headliner: Fast Times — 80's
The goal of the entertainment was to provide a wide genre of music for all to enjoy. Although the goal was accomplished the cost of entertainment was $5,000 more than budgeted. This in part was due to the $500 cost of a DJ for the Show n Go Car Show. In addition, the cost of production was $2,500 more than budgeted. During COVID the entertainment industry endured a significant financial loss, which as a result has increased the cost of entertainment and production.
Advertising and Publicity
Advertisement included a billboard on the I-10 freeway facing westbound traffic near Countyline Road, an ad in the Yucaipa, banning and Redlands newspaper, 3X5 banners at City parks, and a 2 -242-
street banner on Yucaipa Blvd and 2nd Street. The City's and YPAC's electronic marquee, website, Instagram, and Facebook platforms were also used to promote the Autumnfest. Print advertising was published in the News Mirror and the Your Yucaipa Guide.
As the event drew closer Facebook and Instagram comments increased and the Community Center and Yucaipa Performing Arts Center began receiving an increased number of phone calls regarding the event. As a result, staff ordered additional porta potties and lighting which resulted in additional expenses in the amount of $2,081.
The event exceeded staff and community expectations with an estimated attendance of 12,000.
During the event, Community Services staff walked around surveying event goers and spoke with business owners to gather input for future events. A shared comment from business owners was they want vendors in the middle of the street instead of in the parking stalls in front of their businesses. The survey results indicated that the event was a success with participants really enjoying the free entertainment and the variety of activities for all ages.
FISCAL IMPACT:
The direct costs to provide entertainment, production, staffing, activities, inflatables, security, sanitation facilities, and other miscellaneous expenses are detailed in the Attached Budget.
The Fiscal Year 2022/2023 Adopted Budget included estimates for Autumnfest revenues in the amount of $20,000 and actual revenues were equal to the amount of $23,086. Estimated expenditures were in the amount of $52,100 and actual expenses were in the amount of $66,831, a difference of $15,931, and a net expense of $10,310.71. The increase in net expenditures will be covered by savings in other areas of the Community Services special events division.
Attachment: 2022 Autumnfest Wrap -Up Budget
Approved by:
3 -243-
ATTACHMENT A
Autumnfest 2022
BUDGET
ACTUALS
VARIANCE
Revenues:
Kids Zone
$
4,000.00
$
5,942.00
$
1,942.00
Beer and Wine Garden Sales
2,500.00
3,932.00
1,432.00
Vendor Booths
9,000.00
5,537.50
(3,462.50)
Haunted House
4,500.00
7,675.00
3,175.00
Total Revenues
$
20,000.00
$
23,086.50
$
3,087
Amount paid by Knights for Beer Garden Security
$
-
$
1,334.00
$
1,334.00
Amount Allocated For Temporary Wages
2,100.00
2,100.00
-
Allocated General Fund Contribution
30,000.00
30,000.00
-
Total Resources Available for Autumnfest
$
52,100.00
$
56,520.50
$
(4,421)
Expenditures:
Entertainment
Saturday Entertainment
$
12,000.00
$
17,000.00
$
(5,000.00)
Friday Entertainment
8,500.00
8,500.00
-
Car Show DJ
-
500.00
(500.00)
Green Room Misc and Food
500.00
-
500.00
Subtotal Entertainment
$
21,000.00
$
26,000.00
$
(5,000.00)
Equipment
Sound & Lights
$
10,000.00
$
12,500.00
$
(2,500.00)
Temp. Sanitation Facilities
3,000.00
4,024.80
(1,024.80)
Security
3,000.00
1,472.00
1,528.00
Miscellaneous
1,000.00
9,241.18
(8,241.18)
Insurance
-
1,285.00
(1,285.00)
Teen Area Rental
4,000.00
3,550.00
450.00
Kids Zone Rentals
4,000.00
3,625.00
375.00
Subtotal Equipment
$
25,000.00
$
35,697.98
$
(10,697.98)
Advertising
Marketing
$
4,000.00
$
4,233.23
$
(233.23)
Subtotal Advertising
$
4,000.00
$
4,233.23
$
(233.23)
SubTotal Expenditures
$
50,000.00
$
65,931.21
$
(15,931.21)
Temporary Wages
$
2,100.00
$
900.00
$
1,200.00
Total Expenditures
$
52,100.00
$
66,831.21
$
(14,731.21)
Excess (Deficiency) of Revenues over Expenditures
$
-
$
(10,310.71)
$
(10,310.71)
In -Kind SMDDort (budgeted)
PW: Street Closures
Sheriff/Police
Fire
In -kind Total
$ 1,500.00
3,500.00
1,000.00
$ 6,000.00
$ 1,300.00
$ 6,131.00
$ 7,431.00
-244-