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HomeMy WebLinkAboutItem 3.1 - 1172 Summer Event Report and Recognition Page 1 of 4 STAFF REPORT CITY COUNCIL DATE: October 18, 2016 TO: Honorable Mayor and City Councilmembers FROM: Christopher L. Foss, City Manager SUBJECT: Summer Event Wrap-Up Report and Sponsor Recognition Prepared by: Tegan McLane, Cultural Arts and Heritage Manager EXECUTIVE SUMMARY: Staff will receive a report on 2016 Summer event sponsorships and event attendance, as well as an update on preliminary plans for 2017 Summer events. STAFF RECOMMENDATION: Staff recommends City Council receive the report, formally accept the donations, and provide comments regarding 2017 planning, if desired. FINANCIAL IMPACT: Sponsorship donations toward the summer 2016 events totaled $21,525. Sponsorship donations are deposited into the revenue account for the respective events and help offset the cost of producing the events. DESCRIPTION: Dublin area businesses and corporations once again generously supported the City of Dublin’s summer events. Farmers’ Market sponsorship totaled $9,450, topping this year's goal of $7,500. Picnic Flix sponsorship totaled $4,500, meeting the target exactly. Splatter, did fall short, with donations totaling $11,000, just over half what was budgeted for the event. However, in addition to the cash donations, Kaiser donated $10,000 toward the purchase of a portable demonstration kitchen for use at various events including both Farmers' Markets and Splatter. This will save the City an estimated $3,000 in rental costs annually. Farmers’ Market Cash donors: $2,500 - Kaiser Permanente $1,500 - Whole Foods, Inspire Smiles Dentistry Page 2 of 4 $1,250 - Cornerstone Realty $1,200 - Foothill Chiropractic, Dr. Michael Gabrielson $750 - Alexander Chiropractic $500 - IKEA $250 - Shir Martial Arts Picnic Flix Cash donors: $750 - Fremont Bank, GMR Advertising, Palo Alto Medical Foundation, Shir Martial Arts, Waterford Pediatric Dental and Cornerstone Realty Splatter Cash donors: $5,000 - Kaiser $3,000 – IKEA $1,500 - Comcast, Madden Marketing US $1,000 - Intero Chiropractic, Rockin’ Jump, Waterford Pediatrics and Orthodontics $500 - Persimmon Place/Regency Centers, SlimChic In-kind donors to Splatter were: KKIQ (radio spots); Carl Zeiss Meditech (use of parking lot); Cornerstone Realty (use of moving van); and KSFO/KGO Radio (Gordon Biersch beer). FARMERS' MARKET Market-goers and vendors alike indicated they were sad to see the Dublin Farmers' Market end for the season and that they look forward to the Market's return next spring. This year's Farmers' Market season was the longest ever, extending 24 weeks from April 14-September 22, 2016, two weeks longer than in 2015. Pacific Coast Farmers’ Market Association (PCFMA) provide crowd counts showing the Dublin market averaged of 1,200 adult visitors per night, with several evenings approaching 2,000. Generally speaking, attendance on concert nights was higher. PCFMA does not count children, but estimates Dublin’s actual attendance could be as much as 30% higher, because we are a market that attracts a lot of children, primarily due to the family-oriented events offered. This year, PCFMA prohibited mid-day price changes at all its markets. This eliminated a problem seen at Dublin and several other markets where customers would wait until the last hour to purchase at extreme discounts. Although vendors mo ved fewer products on certain days, overall their sales were up as a result of the change and the stream of customers was more evenly distributed throughout the open hours. There were between 24 and 36 vendors per night, though the number dropped as the season progressed. PCFMA reported that organic and high end vendors dropped the event because they were not selling enough to break even. Fruit, Asian vegetables and prepared foods were the strongest selling commodities at the Dublin market. Page 3 of 4 The final evening of the market included a teen talent performance. Approximately 30 teens and families turned out for a performance by a Dublin -based teen alt rock band The Six-Thirty. DJ Ghostdragon, a Dublin High student who has volunteered as a deejay at previous Farmers' Markets this year, also performed. Although the teen event was originally proposed to City Council as a Battle of the Bands and Dance Competition, the organizer had difficulty securing performers and had several scheduled groups drop out at the last minute. City staff secured a professional band, Groove Thang, to fill the remaining stage time. Response to a City-conducted customer satisfaction survey was minimal, but very positive, with 93% satisfied or very satisfied with this year's market and 7% skipping the question, with none responding dissatisfied. Most responding to the survey were market regulars, with 48% attending every week and 44% attending several times per month. A number of survey respondents wrote in suggestions to expand to year -round or at least a longer season and increase the number of vendors. Sixty -five percent bought dinner or a snack to eat while they were at the market. Fifty -five percent bought items to take home. Thirty-eight percent visited information booths and thirty-four percent stopped to watch a performance for an extended period. Seventeen percent of survey respondents said they stopped for children's activities . PCFMA is also conducting a survey of participants, but results from its survey are not yet available. Survey information from all sources will be used in planning the 2017 season. Staff plans to relocate the 2017 Farmers' Market to the boardwalk plaza between the Aquatic Complex and the new amphitheater (Attachment 1). The new location provides greater exposure for the Market, places it closer to the playground as in previous years, adjacent to more parking area, and allows the City to utilize the new amenities to increase attendance. First Thursdays (with concerts and wine and beer) will continue in the adjacent Emerald Glen Amphitheater, which will provide much more seating for guests who would like to sit and enjoy the music while eating dinner and drinking wine or beer purchased at the market. Winery and brewery tents may be moved to the Amphitheate r area, both for patron convenience and ease of monitoring alcohol consumption and adherence to licensing laws. The Amphitheater stage may also be used for community night performances by local music and dance groups and possibly cooking demonstrations. Kaiser has underwritten a compact, but fully equipped, portable culinary stage for use at City events, including Dublin Cooks nights at the Farmers' Market. Farmers' Market parking is also expected to improve dramatically after the construction of the Aquatic Complex is completed (Attachment 2). Based on the survey, an estimated 69% of Farmers' Market customers drive to the park, so additional parking will be very welcome. New lots within the construction fence will bring approximately 130 additional parking stalls available for use. Additional details about the 2017 Farmers' Market will be provided to City Council in Page 4 of 4 March 2017. PICNIC FLIX MOVIE SERIES Dublin’s 2016 free movies in the park series, Picnic Flix, featured Minions (June 24), The Goonies (July 22) and a sing-along version of the animated movie Frozen (August 19). All three were titles suggested by the public on surveys taken during the prior year. Combined attendance was estimated at 2,900, up 400 people from the prior year, with Minions being the best-attended movie of the Summer. Whole Foods, Blush Organic Frozen Yogurt and Crispy Pop Kettle Korn sold snacks onsite at each of the events. No major changes are planned for the 2017 season. Movie titles will again be selected from audience requests. Given the size of the movie audiences, which can be as many as 1,200 on warm night featuring a popular title, Staff plans to continue using the current venue, with the inflatable screen erected behind the tennis courts, and audience sitting in the area of Soccer field 2. The new amphitheater was designed for performances, not designed to accommodate an audience of that size watching a large movie screen. SPLATTER Dublin’s fifth annual Splatter festival was held Saturday, September 17, 2016. The food, wine, art and music event drew approximately 10,000. Among the changes this year were open-air Tasting Gardens in place of the Tasting Pavilion and partnership with a non-profit organization, Dublin Rotary Club, to handle all aspects of the beverage operation and a closing dance concert only, rather than the laser show offered in 2015. The Splatter post-event survey is still open on Peak Democracy’s Open Town Hall and Staff is still receiving comments from participants. Staff has not yet determined what changes, if any, to make to Splatter for 2017. The significant layout change at Emerald Glen Park, due to the opening of the Emerald Glen Recreation and Aquatic Complex, offers many opportunities that will be explored in the next several months. NOTICING REQUIREMENTS/PUBLIC OUTREACH: Sponsors for Summer events were notified and invited to attend the meeting. ATTACHMENTS: 1. Proposed Site for 2017 Farmers' Market 2. 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