Agenda Item No. — 13
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TO: Honorable Mayor and City Council
FROM: Megan Wolfe, Director of Community Services)
Mary Johnson, Community Services Supervisor mW�c
FOR: City Council Meeting of February 27, 2023
SUBJECT: 2023 Yucaipa Music and Arts Festival
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That City Council:
1. Review and approve the 2023 Yucaipa Music and Arts Festival layout and associated street closures; and
2. Increase the Budget for Community Services Special Events by $7,000; and C. 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
4. 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 $54,5 9 8 for the 2023 Yucaipa Music and Arts Festival.
The Yucaipa Music and Arts Festival (YMAF) has been a successful event for the community since its inception in 2012. The 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 Cahmesa 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.
DISCUSSION:
On February 1, 2023, the YMAF Planning Committee held a meeting to discuss the Eleventh 239
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2023 Yucaipa Music and Arts Festival
Annual YMAF. The 2023 YMAF will be a two-day event held in Historic Uptown Yucaipa on Friday, May 5, from 6-00 p.m. to 10:00 p.m., and Saturday, May 6, from 12:00 p.m. to 9-00 p.m.
The YMAF will feature a familiar lme-up ofactivities and various points of interest, which include live entertainment, Kids' Zone, beer and wine garden, flower show, gem and mineral show, art displays, food and merchandise vendors, paint by numbers, and more. The YMAF Planning Committee will continue to meet on a reaular basis to or i anize and discuss the details of the event.
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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 July 2023, 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 headline entertainment for Saturday. The 2023 YMAF Main Stage entertainment is as follows:
Friday - Opener: Tribute Band
Headliner. Tribute Band
Saturday - Opener: Southbound — Skynyrd and Frynds
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_,! mrosia —American Rock
The entertainment will be free. However, 300 tickets will be sold for a VIP experience on May 6, 2023. Revenue earned from the sale of VIP tickets will be used to offset the cost of the event.
Kids, Zone
The Kids' Zone is an area in the festival geared towards youth between the ages of 3 -14. Staff has seen an increase in the number of youth participating in the Kids' Zone and would like to offer additional activities to decrease the wait time. The current budget for the Kids' Zone is $7,000. In order to offer additional items such as rock -climbing wall, games and arts and crafts, an additional $3,000 is needed, for a total expenditure amount of $ 10,000. Tickets for each activity are sold to offset the cost, it is anticipated the Kids' Zone will generate $15,000 in revenue.
Advertising and Publicity
The goal of advertising the YMAF is to attract a regional crowd to the community. The City and YPAC's electronic marquee, website, and social media platforms will be used to promote the YMAF. Staff is working to solidify radio advertisement and will work with the News Mirror for additional advertisement. In addition, a street banner will be placed over Yucaipa Boulevard at 2nd Street, and electronic message board signs will be placed along arterial streets the weeks leading up to the YMAF.
Sponsorships
The goal behind sponsorships is to help generate revenue to offset the cost of the YMAF. poop paThl- snsrshickages will prode oppoobo prod virtunities fr usinesses t•market their ucts andl RN
City Council Meeting of February 27, 2023
2023 Yucaipa Music and Arts Festival
services at the YMAF, which attracts an audience of over 10,000. Staff has estimated the event will produce $20,000 in sponsorships.
Layout and Street Closures
The YMAF Planning Committee is recommending a similar layout as the 2022 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 proposed for the event:
Yucaipa Boulevard between Adams Street & I" Street:�
This closure will take place at 9:00 a.m. on Thursday, May 4, and reopen at 10 -00 a.m. on Sunday, May 7.
Yucqjpa Boulevard between I" Street & 2nd Street-,
This closure will take place as early as 6.00 a.m. on Friday, May 5, and reopen at 12:00 a.m. on Sund.y, May 7.
California Street between Yucaipa Boulevard and Avenue A - This closure will take place at 6:00 a.m. on Frid.y, May 5, and will reopen at 9:00 a.m. on Sunday, May 7.
California Street between Acacia Avenue and YucAjpa Boulevard:
This closure will take place at 6.-00 a.m. on Friday, May 6, and will reopen at 12:00 a.m. on Sund.y, May 7.
The Uptown Association meeting was canceled therefore staff could not present the layout to the board. However, staff emailed the board the 2023 YMAF layout and will attend the next regular scheduled meeting to address any concerns that may arise as result of this item.
Infrastructure
Staff has been working with Party Plus to ensure the layout of tents will provide adequate access and circulation space for event participants and vendors. This year's layout proposes a larger vendor space and will require additional tents; therefore, staff is requesting a $4,000 increase to the budget.
The following are the 2023 YMAF Planning Committee partners and a description of their proposed YMAF activity. If approved, the City will enter into a Letter of understand mig (LOU) with each comniittee organization to detail the responsibility of each organization and the revenue share.
Knights of Columbus - Beer and Wine Garden
The Knights of Columbus have operated the Beer Garden since 2012 and have always shared 50% of the profit with the City. The logistics of the Beer Garden include procuring an ABC license, insurance, alcohol, providing volunteers for set-up/tear down, ticket sales, serving of alcohol, and maintaining the boundaries of the Beer Garden. The City provides the Beer Garden amenities such 241
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as tables, chairs, and power. In 2019, the City requested that the Knights provide space within the Beer Garden for Brewcaipa, Uptown Wine Merchant, and Suveg Cellars, to sell and distribute their product. That year, the Beer Garden generated less revenues than in previous years due to the change in profit sharing. In 2022, the Knights of Columbus partnered with local breweries and wineries in a different way, by distributing coupons and/or promotional supplies at the Beer and Wine Garden. At this time, the Knights of Columbus and staff are recommending a 50150 revenue spilt with the Knights of Columbus, with 50% going to the City and 50% going to the Knights of Columbus. However, if the Knights of Columbus requests the City to provide a tent for the Beer Garden, the recommended split will be 60/40, with 60% going to the City and 40% going to the Knights of Columbus.
Deborah Henderson - Flower Show
The Flower Show invites gardeners of all ages to bring their homegrown flowers to enter a free •' Similar to 2022, the Fl,-*,wer Sho& will be loc ed *in the YPAC wtith the exact locatixiLtsive determined closer to the event, dependent upon the number of registered participants. Deborah Henderson manages the Flower Show by marketing the event to past participants and community members. In addition, during the event, Ms. Henderson oversees the contestant check in process, set-up, and tear down. The City provides an air-conditioned space for the show and purchases r•a for • of the Flower Show. This activity •'•` not • revenue for the event.
Gem and Mineral Society — Gem and Mineral Show
The Gem and Mineral Society holds a Gem and Mineral Show every year during the YMAF. The Gem and Mineral Society markets the show, acquires all vendors, processes payment for approved vendor, and serves as their own point of contact for the event. The City will provide, tents, electricity, and lighting. Staff is recommending a 30/70 revenue spilt with the Gem and Mineral Society, with 30% going to the City and 70% going to the Gem and Mineral Society.
Chamber of Commerce -Food and Merchandise Vendors
The Chamber of Commerce (Chamber) helps manage this component of the event by marketing approved vendors, and providing coordination leading up to and during the event. In addition, during the event, the Chamber oversees a• check in, set-up, and tear a• The City creates event marketing pieces, vendor applications, vendor .• traffic control .• for a• and • to market vendor •rr• The City provides, tents, electricity, lighting, and a vendor parking area. Staff is recommending a 60/40 revenue spilt with the Chamber of Commerce, with 60% going to the City and 40% going to the Chamber of Commerce.
Rotary Club of Yucaipa —Parking Lot
The Rotary Club will provide volunteers to help manage the YPAC parking lot and the dirt I west • the YPAC. The YPAC parking • will be used by bands and their crew, production, sta and dignitaries. The adjacent dirt lot will be used for vendor parking, in an effort to keep park' spaces around • for customers and event participants. I Staff will continue to work with the YMAF Planning Committee to execute the 2023 YMAF.
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City Council Meeting of February 27, 2023
2023 Yucaipa Music and Arts Festival
FISCAL IMPACT:
• Kids' Zone increase of $3,000
• Larger vendor sDace infrastructure m'crease of $4,000 Attachments: A) Budget
B) Layo,
Approved by: I-C.
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VIP Ticket Sales
Kids Zone
Beer Sales
Sponsorships
Vendor Booths
Gem and Mineral
Reimbursement for
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Production
Saturday Entertainment
Friday Entertainment
California Street Stage Entertainment
Roving Entertainment
Hospitality
Total Entertainment Expenditures
Infrastructure
Generators & Temporary Power Boxes
Temp. Sanitation Facilities
Equipment Rentals
Vefider- Teiits-
Vendor Tents
Security
Advertising
General Fund Contribution
Sheriff/Police
Fire
Public Works
In -kind Total
Total Infrastructure
Estimated Actuals
$ 4,000
15,000
10,000
20,000
25,000
500
$ 20,000
49,000
30,000
5,000
5,000
1,000
$ 110,000
12,000
5,000
3,000
20,0W
24,000
3,000
000000-
10,000
$ 94,000 $
YNIAF Total Expenditures $ 204,000 $
$ 1272000
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