Agenda Item No.
CITY OF YUCAIPA
AGENDA REPORT
TO: Honorable Mayor and City Council
04A
FROM: Megan Wolfe, Director of Community Services
FOR: City Council Meeting of December 11, 2023
SUBJECT: Five Winds Country Music Festival Wrap-up
RECOMMENDATION:
That the City Council:
1. Approve the 2023 Five Winds Country Music Festival Wrap -Up Report; and
2. Direct staff to move forward with planning the 2024 Find Winds Country Music Festival.
DISCUSSION:
The Five Winds Country Music Festival (Festival) was held on Friday, October 13, 2023, and Saturday, October 14, 2023. The Festival offered the following amenities:
Camping:
Two types of tickets were available for purchase:
• Standard - included one 30' x 50' space and four two-day tickets to the Festival for a total cost of $900.
• VIP - included one 30' x 50' space and four two-day VIP tickets for a total cost of $1,300.
A total of 81 campsites were sold of which 27 were VIP. Camping included a KFROG after party on Friday and Saturday night from 10:00 p.m. to midnight. The common feedback received from campers was that the campsites needed to be more level but they enjoyed the experience.
Entertainment:
The Festival included the following lineup:
Friday - Openers: Presley Tenant
Westward Sons Southerland
Headliner: Parmalee
Saturday - Openers: Drake Milligan
Tyler Rich Brian Kelley
Headliner: Walker Hayes
A total of 2,774 tickets were sold, resulting in ticket revenue of $281,667. Once inside the Festival guests could purchase food, merchandise, and tickets for activities.
Activities:
Attendees were provided the opportunity to participate in activities such as axe throwing, mechanical bull riding, 360 photobooth, and caricature portraits. Activity tickets were sold at guest services and a total of $2,891 was generated from the sale of activity tickets. In addition to the paid activities, three free activities were offered: swings, cornhole, and line dancing.
Food and Merchandise:
A total of 12 food vendors and 22 merchandise vendors were at the event. The total revenue earned from the sale of vendors spaces was $40,900.
Alcohol Sales:
Kluddes operated the bars and managed alcohol sales, which included obtaining an ABC license, insurance, alcohol, POS system, staff, and other supplies. The City received 50% of the net revenue, for a total of $39,914.
Sponsorships:
Staff created a sponsorship packet for the Festival and made contact with over 50 businesses. A total of eight businesses took advantage of the sponsorship opportunity, resulting in revenue of $20,999.
Marketing:
Staff secured a partnership with Audacy, the second largest radio company in the United States.
Audacy, the parent company of KFROG promoted the Festival on air for three months leading up to the event. In addition, marketing for the event was on City social media sites, the City and YPAC websites, and several billboards in the Inland Empire. Event merchandise was sold at the event, which generated a total of $16,236 in revenue.
Parking:
Parking was available along the east side of the venue and a total of$41,554 in revenue was earned from the sale of parking.
Yucaipa Fire and Yucaipa Police Departments provided staffing during the duration of the Festival. Yucaipa Fire provided a medical tent and Yucaipa Police provided an incident command post and traffic control.
Following the Festival, staff received positive feedback from those who purchased tickets and camped. The only negative feedback received identified the need for additional restrooms, parking, and shorter bar lines.
In order to begin planning for the 2024 Five Winds Country Music Festival (Event), staff is requesting Council direction to move forward with planning the Event. Staff will then proceed to secure talent, market the event, and release the sale of tickets for both camping and festival entrance. The budget for the Event will be brought back to Council at a later date.
FISCAL IMPACT:
The estimated cost to provide entertainment, activities, staging, production, security, sanitation facilities, and other logistical items was approximately $615,000 and the estimated revenue was $525,000. The net cost of the Festival was approximately $90,000, and the cost recovery was 85%, a significant increase from the 70% cost recovery from the 2022 Festival.
Attachment:
1. Budget
Approved By:
ATTACHMENT 1
Five Winds Country Music Festival
Revenues
Estimated Actuals
Total Revenues $567,500 $ 525,000
Expenditures
Total Entertainment Expenditures
$ 280,000
295,731
Total Infrastructure
275,000
264,823
Total Advertising
51,200
54,445
Total Expenditures
$ 606,200
615,000
General Fund Contribution
$ 38,700
90,000