Agenda Item, No. 18
CITY OF YUCAIPA
AGENDA REPORT
TO: Honorable Mayor and City Council
FROM: Megan Wolfe, Director of Community Services WN
.FOR: City Council Meeting of June 26, 2023
SUBJECT: 2023 Yucaipa Music and Arts Festival Wrap-up
RECOMMENDATION:
That the City Council receive and file the 2023 Yucaipa Music and Arts Festival Wrap-up Report.
DISCUSSION:
On May 5 and 6, 2023, the eleventh annual Yucaipa Music and Arts Festival (YMAF) was held in Historic Uptown Yucaipa. The two-day event was held on:
• Friday, May 5, from 6:00 p.m. to 10:00 p.m.
• Saturday, May 6, from 12:00 p,m. to 9:00 p.m.
The 2023 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 65 merchandise/art vendors. The total revenue earned from vendor fees was $32,265 with 60% going to the City for a total of $19,359.
Deborah Henderson - Flower Show
The Flower Show was in the Yucaipa Performing Arts Center (YPAC) lobby and had a total of 50 participants. Deborah Henderson managed the flower show by marketing the event to past participants and community members. In addition, during the show 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 $14,934.15 with 6 1 % going to the City for a total of $9,112.
M
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 $2,500, with 20% going to the City for a total of $500.
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.
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 City also provided a Teen Zone inside the YPAC, which consisted of a DJ and bracelet making. The revenue from both the Kids and Teen Zone totaled $17,222.
One of the goals of each YMAF has been to secure headline acts that draw regional visitors to the Historic Uptown Yucaipa. The 2023 YMAF accomplished that goal with the following main stage entertainment:
Friday - Opener: Soul Pointe— San Bernardino Teen Workshop Group Opener: L,4 Nation — U2 Tribute
Headliner: Light Balance -- LED Dance Group from Americans Got Talent Saturday - Opener: Skynrd and Frynds — Lynyrd Skynyrd Tribute Band Opener: Metalachf — Rock Mariachi Band
Headliner: Ambrosia — Classic Rock Band
A total of 191 VIP tickets were sold for Saturday night's main stage, which generated revenue in the amount of $3,925. 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. The actual cost for festival entertainment was $90,029.
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 Hargrave St. in Banning. 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 KOLA, 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 2"6 Street,
407
SSRonsorships
Staff secured $27,000 in sponsorships from the following businesses, IEHP, Citrus Wealth, Markarian Law group, and Sorenson Engineering.
The event met staff and community expectations for attendance and interest from vendors. Staff is currently working to book headline entertainment for the 2024 YMAF.
FISCAL IMPACT:
The YMAF generated actual revenues that exceeded estimates by $1,342 and incurred actual expenditures that were less than anticipated in the amount of $21,035 for a General Fund impact of $22,377 more favorable than budgeted.
Attachment:
1. Budget
Approved By: -y
ATTACHMENT 1
ATTACHMENT A
Revenues
YMAF Budgeted Revenue:
VIP Ticket Sales
Kid and Teen Zone
Beer Garden Sales
Sponsorships
Vendor Booths
Gem and Mineral
Reimbursement for Security
Total Revenues
Expenditures
YMAF Budgeted Expenditures;
Entertainment
Production
Saturday Entertainment
Friday Entertainment
1st Street Stage Entertainment
Roving Entertainment
Hospitality
Total Entertainment Expenditures
Infrastructure
Generators & Temporary Power Boxes
Temp. Sanitation Facilities
Equipment Rentals
Vendor Tents
Security
Inflatable/Kids Zone rentals
.Advertising
Total Infrastructure
YMAF Total Expenditures
General Fund Contribution
In -Kind Su ort bud eteaf
Sheriff/Police
Fire
Public Works
In -kind Total
Estimated
Actuals
Variance
$
4,000
$
3,925
(75)
15,000
17,222
2,222
10,000
9,112
(888)
20,000
27,000
7,000
25,000
19,359
(5,641)
500
500
-
2,500
1,224
(1,276)
$
77,000
$
78,342
S
1,342
$
20,000
$
19,598
S
402
49,000
48,450
550
30,000
19,500
10,500
5,000
-
5,000
5,000
1,750
3,250
1,000
731
269
S
110,000
$
90,029
$
19,971
12,000
15,910
(3,910)
5,000
4,397
613
3,000
2,128
872
24,000
21,520
2,480
3,000
4,176
(1,176)
10,000
11,290
(1,290)
10,000
6,526
3,474
$ 67,000
$ 65,936 $
1,064
S 177,000
$ 155,965 $
21,035
$ 100,000 $ 77,623 $ 22,377
10,000
1,500
3,000
$ 14,500
12716
0 240
$ 12,956
410