City of Culver City, California
Agenda Item Report
Meeting Date: 10/02/12 Item Number: _A-2__
PRCS COMMISSION AGENDA ITEM:Informational ItemRegardingthe Fiesta La
Ballona and the Fiesta La Ballona Event Committee.
Contact Person/Dept.: Dan Hernandez,
PRCS Director
Phone Number: (310) 253-6655
Fiscal Impact: Yes [] No [X] General Fund: Yes [] No []
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification: (Email) Meetings and Agendas – Parks, Recreation and Community
Services Commission (09/27/12).
Department Approval:Dan Hernandez
(09/25/12).
City Attorney Approval: N/A
Chief Financial Officer Approval: N/A City Manager Approval: N/A
RECOMMENDATION:
Staff recommends that the Parks, Recreation and Community Services (PRCS)
Commissionreceive information regarding the Fiesta La Ballona.
BACKGROUND:
The Fiesta La Ballona (“Fiesta”) began in 1951 as a week-long festival in honor of
the City’s heritage. The Fiesta is a celebration with events that evoke pride and
remind residents of Culver City impressive past while enhancing a sense of
community. It is a City-sponsored event and the City Council has direct authority
over the event related to use of City funds and use of the park. Each year, the City
Council routinely approves special permits for animals in the Park for entertainment
purposes and for a Beer and Wine Garden hosted by the Exchange Club.
DISCUSSION:
2012 Fiesta La Ballona
Fiesta La Ballona was held the weekend of August 24 – 26, 2012 at Veterans’
Memorial Park. This year the event was chaired by Mike Cohen. Additionally, there
were over 20 new volunteers associated with the event committee. This influx was
the largest in a number of years. The combination of returning committee volunteers
and new volunteers provided opportunities to incorporate new ideas while
maintaining stability for the event programming.
This year, the City was fortunate to see an increase in attendance compared to the
previous six years. Based on car counts, ticket sales and periodic monitoring, it is
estimated that over 20,000 people attended the event. A couple of key factors
played a role in the increased numbers. First, the use of a marketing group to create City of Culver City, California
Agenda Item Report
the new banners, aggressive advertising and use of social media gave an improved
community outreach. Additionally, the weather was cooperative with lower
temperatures than the previous year.
Some other changes this year that were positively viewed was the large tent over
the main stage, relocating the petting zoo and pony rides under the trees for shade
cover, and some adjustments on the tent layouts that permitted easier access to
food vendor booths and trucks. Other changes were the involvement of City
contract class instructors performing free demonstrations in the park. This program
received mixed reviews. With better scheduling and visibility, this new activity
should see improvement next year.
The fiscal breakdown of the 2012 Fiesta is provided as an Attachment. The in-kind
staff expense (salary only; benefits would add approximately 25% to the costs) are
included to reflect a more of the “full cost” of the event.
Fiesta La Ballona Event Committee
The Fiesta La Ballona Event Committee is an independent group established by the
City Council to assist in the coordination and operation of the event. The Committee
reports to a PRCS Department staff liaison, currently Dan Jassim, Supervisor. In
addition, the PRCS Director attends periodically when certain issues need to be
addressed or information relayed.At the September 4, 2012 PRCS Commission
meeting, Chair Stuart requested and received consensus to agendize the discussion
of establishing a Fiesta La Ballona Ad Hoc Subcommittee to the Commission.
However, since the Fiesta La Ballona Event Committee is an independent group, not
beholden to any oversight apart from that of the City Council, there is no apparent
nexus between the Fiesta Committee and the proposed PRCS Commission Fiesta
La Ballona Ad Hoc Subcommittee.
FISCAL ANALYSIS:
There is no fiscal impact associated with the discussion of this Agenda Item.
ATTACHMENT:
2012 Fiesta La Ballona Revenue and Expenditure Report
MOTION:
That the Parks, Recreation and Community Services Commission:
Receive and fileinformation regarding the Fiesta La Ballona and the Fiesta La
Ballona Event Committee.
MEETING DATE: October 2, 2012
AGENDA ITEM: Informational Item Regarding the Fiesta La Ballona and the
Fiesta La Ballona Event Committee.
ATTACHMENT
Pages
2012 Fiesta La Ballona Revenue and Expenditure Report 1 - 2
Item Sub Totals Revenue Exp Sub Total Expenses
Vendor Booths
Food $8,250.00
Non-Food $21,385.00
Beer & Wine Garden $600.00
Carnival Rides $39,401.75
Sponsorships
Ann Alexander $200.00
Bunnin Chevrolet $1,500.00
Brotman $200.00
Conservatory $400.00
Culver City Volvo $1,000.00
Echo Horizon $400.00
Habitat for Humanity $890.00
Kane, Ballmer & Berkman $1,500.00
LACAC $900.00
See's Candies $400.00
Sony (part of Annual Donation to the City) $3,000.00
Swanya $400.00
Tito's Tacos $1,000.00
$11,790.00
Petting Zoo Tickets $1,120.00
ATM Guy $198.00
Euro Bungy $715.33
Total Revenue $83,460.08
EXPENSES
City Staff Labor $29,949.78
Parks $9,832.40
Public Safety $3,141.08
Public Works (Electrical, Streets, Sanitation, etc) $4,148.66
Recreation + VMB $9,976.44
Senior Center $2,851.20
City Equipment $1,155.85
Contract Services $63,414.08
Avalon Tent $14,648.55
Beyond Direct Marketing (BDM) $19,895.69
Technology Artists $9,225.00
Fiesta Bands (Various) $13,850.00
Security $992.25
United Site Services $3,309.07
Haynes Cleaning $1,253.52
George Laase Photography $240.00
Fiesta La Ballona 2012-Revenue and Expenditure Report
Page 1 of 2
ATTACHMENTFiesta La Ballona 2012-Revenue and Expenditure Report
Additional Advertising $9,806.60
CBS Distribution (reimbursed to Mike Cohen) $900.00
CC Crossroads Ad $375.00
CC Observer $2,600.00
Fast Signs $1,844.26
SM Big Blue Bus Ads $1,690.00
Street Banners-Made/Date Changed $122.34
Street Banners-Hung $1,050.00
Streetlight Pole Signs-Hung $1,225.00
Supplies $5,394.32
Activities Supplies (Arts, Wellness, etc) $476.75
Aquacade Supplies $550.20
ClearStream Recycle Containers $1,714.11
Food (Green Rooms) $726.73
Food (Volunteers) $638.00
Misc Booth Supplies $70.57
Misc Copies (reimbursed to Mike Cohen) $190.95
Misc Food (reimbursed to Mike Cohen) $30.00
Misc Volunteer Supplies (reimbursed to Mike Cohen) $350.00
SQ Audio Rentals $200.00
Sustainability Booth Supplies $145.06
Water $301.95
TOTAL EXPENSES $109,720.63
Net Profit/Loss -$26,260.55
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