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HomeMy WebLinkAboutItem 8.2 Day On The Glen Replace G~~~ OF Dp~~~ i9~~-'~~.~82 STAFF REPORT CITY CLERK ~~~I~~~~ DUBLIN CITY COUNCIL Flle # ?®®®-[~O? DATE: April 5, 2011 TO: Honorable Mayor and City Councilmembers FROM: Joni Pattillo, City Manager SUBJEC eplacement of Day on the Glen Festival Prepared By: John Hartnett, Heritage & Cultural Arts Manager EXECUTIVE SUMMARY: Staff will be presenting a report on the results of a community survey conducted in November of 2010 which suggests that the community supports conducting a second festival in Dublin. Based on the survey, Staff is recommending offering a second festival starting in fall 2012 that would incorporate some of the popular elements of Day on the Glen, yet have a new theme and . features. FINANCIAL IMPACT: . The net cost to the City for the 2009 Day on the Glen Festival was $65,600. The cost associated with a new festival would vary according to the program elements included. RECOMMENDATION: Staff recommends that the City Council receive the report and determine if a new festival should be reintroduced in 2012. If so, provide a recommendation for the preferred event theme and the program elements to add to a new festival. ~~~`E~,ll k.l Submitted by: .Reviewed by: Parks and Community Services Director Assistant City Manager Page 1 of 6 ITEM NO. ~ o BACKGROUND: At the March 16, 2010 meeting of the City Council, Staff was directed to discontinue the Day on the Glen. Festival for 2010. It was felt that taking some time off from the event would allow Staff to survey the community and re-evaluate the event to determine if the funding allocated for the festival could be better spent on other programs or services. Staff has conducted a survey of the' community,. in which over 530 residents provided input on what they value about special events and festivals. The survey results, which are explained in detail later in this report, demonstrate there is significant. community support to continue offering a second festival in addition to Dublin's St. Patrick's Day Celebration. Staff recommends offering a second festival starting in fall 2012 that would incorporate some of the popular elements of Day on the Glen, yet have a new theme and features. Day On The Glen Festival. History The Day on the Glen Festival (DOTG) was first held in 2001 as a one-day event at Emerald Glen Park. The preliminary goals for the event were as follows: • Plan and manage a family oriented festival that encourages visitors to remain. at the festival for an extended period of time; • Create unique activities that will distinguish the event from other festivals; Utilize the festival to acquaint new residents to Dublin and enhance community spirit; • Create significant exposure and awareness of the event in the community; • Provide professional entertainment for both children and adults; • Offer unique visitor experiences that are interactive; • Encourage participation by a variety of local restaurants; • Provide opportunities for non-profit organizations to provide festival workers as a fundraiser; • Create partnerships with the business community and encourage sponsor involvement in the event. . In 2002 the event was expanded to two days and remained atwo-day event through the 2009 event. The event was traditionally held in September of each year. The event was coordinated by Staff from the Parks and Community Services Department. Logistical support was provided by Public Works, Police and Fire. All other City Departments were involved in the City Hall Tent, which provided information on City services and updates on both City and private development projects. DOTG typically featured the following components: City Hall Tent; other Government Agency booths (Dublin Unified School District, Dublin Public Library, Dublin San Ramon Services District, etc.); Children's Activities (Carnival Rides, Jump Houses, Games, Tot Play Area); Entertainment (Main Stage and Community Stage); Non-Profit and Commercial Booths; Sports Competitions (Skateboard, Volleyball, Basketball and Tennis); and Food Booths. Additionally an evening concert was held for four of the nine years of the event. With the exception of the 25th anniversary concert and fireworks, the evening concerts were generally not well attended relative to the cost associated with the concerts. The following table captures key data for the last five years of the event (2005-2009): Page 2 of 6 11 11. 11 11: 11• Fun For the 25 A World of Animal Theme None Whole Anniversary Fun Adventure Famil Celebration Food/Snack 11 12 10 12 11 Booths Non-Profit 19 24 27 26 30 Booths Commercial 59 40 40, 38 39 Vendors Sponsor $11,250 $21,000 $18,000 $17,800 $14,000 Income Estimated 10,000 12,000 13,000 14,000 13,000 Attendance The costs associated with the 2009 DOTG Festival are shown in Attachment 1. These costs do not reflect the Staff-time associated with planning and conducting the event. It is estimated that 20% of a Recreation Coordinator's time was spent on this event. This time was reallocated during FY 2010-2011 to coordinate the grand opening of Fallon Sports Park and assist with preparations for the operation of the new Dublin Heritage Park and Museums. Furthermore, these costs do not reflect the Staff time associated with coordinating the City Hall Tent, which is done primarily by Staff from the City Manager's Office with assistance by each operating department. Community Input Once the decision was reached to cancel the 2010 DOTG Festival, the Parks and Community Services Commission and City Council suggested that Staff seek input on the community's vision for special events in Dublin to ensure the funds expended for DOTG best meet the needs of residents, who place a high value on events and festivals according to the 2008 Parks and Community Services Strategic Plan. It was felt that this would help the City better understand if there is a need to make changes to the Day on the Glen theme and activities, or if it would be better to realign these resources for other programs or services that would better meet the needs of residents. In mid November, Staff sent out the "City of Dublin Special- Events Survey" (Attachment 2) to gather information and opinions from Dublin residents on City special events in general and specifically, on the past DOTG events. A total of 539 survey responses were received, which is considered agood-sized sampling. The ethnic backgrounds of those responding .seemed to be similar to the makeup of the community; although it was more heavily weighted by respondents who are female in the age range of 35-44 years. Overall, Staff considers the sampling to be representative of the community. In reviewing the responses, some of the key findings that caught Staff's attention are as follows: • The most important factors influencing respondents' decisions to attend a festival were time with family, affordability and entertainment. • 71 % of respondents had attended the Day on the Glen Festival in the past (60% had attended the St. Patrick's Day Celebration). Page 3 of 6 • 51 % of those who had attended Day on the Glen rated it as good; 79% would have attended in 2010 had DOTG not been canceled. • Of those who had not attended Day on the Glen, the number one reason was they did not know about the festival. The other significant reason was that the activities planned did not appeal to their household. • Respondents indicated that they are most likely to attend events that have a theme around a holiday, music or food. They are least likely to attend a children's themed event. Art and culturally themed events were also rated a lower priority. • The following festival or special event activities were rated as the most essential in determining whether a respondent would attend an event in ranked order: 1) Convenient Parking 2) Children's Activities 3) Arts & Crafts Booths . 4) Live Music 5) Restaurant Booths Some general comments from respondents suggested the following: • Provide more adult activities at the Festival • Have better food vendors (more upscale and local restaurants) and also make food affordable • Have a more culturally diverse presence with food booths • Provide more music of a higher quality and/or present local bands that have a following • Have a community cook off (such as a Chili Festival or BBQ Festival) • Have an event that reflects the City's heritage • Consider an arts and wine element • Have a higher level of arts and crafts vendors - • Do a better job of .marketing the event • :Parking is perceived as an issue New Festival Concepts Based on the results of the survey it appears there continues to be significant community support for festivals and events in Dublin. This re-affirms the findings of the 2008 Parks and Community Services Community Survey and Strategic Plan in which residents placed the highest value on community events than any other service offered by the Department. Therefore, Staff recommends reintroducing a festival during fall of 2012. Staff would recommend that the festival would have a new name and theme. The event could have some of the popular components from Day on the Glen such as the carnival rides, children's entertainment and the City Hall Tent. In addition Staff would add new components related to the theme, as well as more adult activities. Based on the survey results the most popular event themes would be around a holiday, food or music. Therefore, .Staff recommends two alternatives to Day on the Glen as follows: 1. Oktoberfest 2. Blues and BBQ Fest Oktoberfest Dublin's Oktoberfest would focus on the German cultural aspects of this popular event and less on beer drinking. The event would have bands playing German music, and people could wander around .listening to music, eating classic German and Bavarian foods, and looking at traditional crafts. An area could also be setup for tasting different German imported beers as Page 4 of 6 r well as local microbreweries. Event vendors, Staff and those attending would be encouraged to dress in traditional Bavarian costume when they attend Oktoberfest. .This event would draw on Dublin's heritage which, in addition to the Irish, was also significantly German and Dutch. If this theme was selected Staff would consider holding the event the last weekend in September or the first weekend in October, which are the traditional dates for the event in Germany each year. There are some other Oktoberfest events in Bay Area cities including Oakland, Campbell, San Francisco and San Jose that may pose competition for an event in Dublin. Consequently it would be necessary to closely monitor the dates and events at the Octoberfests held in other cities. Dublin Blues Festival Since musical events rated high with survey respondents, an alternative could be to create the event theme around a particular genre of music. If this is the preferred theme, Staff recommends a community celebration centered around one of America's most enduring musical forms -the blues. Staff recommends focusing on the blues genre because it has so many different sub-genres that can appeal to a wider range of musical tastes than other genres. This includes jazz, rhythm and blues, rock and roll, zydeco and even bluegrass. Dublin has an active group of bluegrass enthusiasts that jam weekly at the Dublin Heritage Park and Museums. This event could be a "Family Blues Picnic" since people typically attend music festivals for a full day. The family could base themselves on a piece of grass at the main stage, which would feature headline acts. Other activities and attractions would be spread across the park for people to go explore throughout the day and in between acts. A BBQ cook off would be held during the festival. Staff would strive to feature local restaurants and barbecue "pros" that could support the picnic theme. Some blues festivals feature a "Blues and Brews" theme. Similar to the Oktoberfest, an area could be setup for beer tasting and competition. Smaller stages could be setup for local entertainers, youth bands., music education_ workshops, children's programming and jam sessions with festival artists and special guests. There are over 10 cities in the greater Bay Area that host blues festivals throughout the year. The closest is in Pleasanton, which is held in conjunction with the Alameda County Fair for the Fourth of July holiday. Summary Staff recommends not offering a new event until 2012 or later, when hopefully the City budget can absorb the additional costs associated with a major event and to provide adequate lead time to plan an event of this magnitude. Staff anticipates that re-introducing DOTG or a second large-scale festival will cost more than in the past, since revenue from sponsors and vendors would dip in the first year, as the event establishes a track record. There would also be a need to budget more for advertising and promotion as evidenced by the results of the community survey. Re-introducing the event would require a larger budget for advertising, and entertainment and attractions to create more of a hook for the event. Staff estimates the new event would cost over $85,000 (inclusive of all direct event costs and support services provided by Police, Fire and Public Works). Pausing for one more year will also provide ample time to re-tool the festival around a new theme that provides entertainment value and attractions that will be well received by the community. In addition the new Farmers Market at Emerald Glen Park and the new special Page 5 of 6 events at the Dublin Heritage Park and Museums will provide many of the elements the community valued about Day on the Glen. At the March 21, 2011 Parks and Community Services Commission meeting, the Commission generally agreed that the Day on the Glen Festival had run its course. A majority of the Commissioners were in favor of conducting an Oktoberfest in late September or early October of 2012. The Commissioners were also in favor. of adding some of the program elements highlighted under the Blues Festival, such as a "cook off' with local restaurant involvement and expanded music offerings and local bands, in order to broaden the appeal of the event. NOTICING REQUIREMENTS/PUBLIC OUTREACH: . A copy of the Staff Report was provided to the Parks and Community Services Commission. ATTACHMENTS: 1. Day on the Glen 2009 Budget 2. Special Events Survey Page 6 of 6 Day on the Glen 2009 Budget Expenditures $105,000 Revenue $ 39,400 Net Cost $ 65,600 Staff Overtime $2,100 Temporary/Seasonal Employees $13,700 Operating Supplies $7,590 Advertising and Printing $2 910 Equipment Rental $19,350 Donations to non-profit groups for event volunteers $4,130 Contracted Services Event Entertainment/Support Services $14,320 MCE Maintenance Services $22,320 Fire Services (bike paramedics) $2,000 Police Services $8,000 Street Banner Hanging $380 Contracted Services Total $47,020 SUBTOTAL FESTIVAL EXPENDITURES $96,800 Central Services $5,000 Administrative Services $2,100 Staff Overtime $1,100 SUBTOTAL CITY HALL TENT EXPENDITURES $8,200 TOTAL EXPENDITURES $105,000 Sponsorship Revenues $14,000 Vendor Fees /Commissions / Onsite Sales $25,400 TOTAL REVENUES $39,400 NET COST OF EVENT $65,600 r "'E ATTACHMENT 1 • ~ • - 1. What is the MOST important factor for you in deciding to attend a festival or special event in Dublin or elsewhere? O Sports or Active Recreation O Artist and Craft Vendors O Affordability O Venue O Time with Family O Food or Beverage O Youth Activities O Entertainment 2. During the past two years have you or any member of your household participated in any of the following special events in Dublin? (Please check all that apply) St Patrick's Day Celebration ~ Family Camp Out St. Patrick's Day Parade ~ Community Holiday Tree Lighting Ceremony Shamrock 5K Fun Run 8 Walk ~ Breakfast with Santa Spring Eggstravaganza ~ First Saturday Workshops at the Heritage Center Family Sports Fest ~ Winter Concerts Summer Concert Series ~ I have not previously attended any of these Outdoor Movie Nights 3. In 2010 the Day on the Glen Festival was temporarily suspended due to budget constraints. Prior to 2010 had you or any member of your household attended the Day, on the Glen Festival? O Yes O No P~~~ 1 ATTACHMENT 2 • ~ • - 4. How many times have you attended the Day on the Glen Festival? O Once O Two or three O Four or more 5. Please rate each of the following aspects of the Day on the Glen Festival: Excellent Good Fair Poor Don't Know Entertainment f~ ~ . Food Vendors Youth Achvrt~es Carnival Rides ~ City Hall Tent. ~ ~ ~ Sports Cr mpetition~ Cost of Rides/Attractions Parking Overall ExpenenrP ~ ~ ~ 6. If the Day on the Glen Festival had not been canceled for 2010, do you think you or a member of your household would have attended the festival? O Yes O No P8~@ 2 • ~ • - 7. If you have NOT previously attended the Day on the Glen Festival, which of the following, if any, describe your household's reasons? (Please check all that apply) Activities planned for the event do not appeal to our household Lack of transportation to get to the festival Conflicting activities such as sports, classes, school projects, etc. Physically unable to participate or attend a festival Did not know about the festival Language or cultural difference Too far from my house Too busy or not enough time to attend Never attend any of these types of events or festivals, even outside of Dublin Page 3 • ~ • - ° 8. Please rate how important each of the following activities is to your decision to attend a festival or special event. Essential Very Impnrtant Somewhat Important Not at all Important Don't Know To~nActivities ~ Carnival Rides Coob,ing Demonstra i n:=. O ~ ~ ~ Sporty Mmpetitions ~ ~ ~ ~ ~ Lwc, Music ~ ~ ~J_ ~ Pestaurant Booths Non Profit Information F"C4h Dance and Theater ~ ~ ~ .Performances Artistand Craft Booths. ~ ~ ~ ~ Commercial Vendors r o~,,venient Part ~~np ~ ~ Strolling Entertainment Aleol olic Beverage Gales u Children's Activities O ~ O O O 9. What other event components or activities are essential or very important to your decision to attend a festival? Page 4 • ~ • - - 10. How likely are you to attend a special event or festival with the following themes? Very Likely Somewhat Likely Somewhat Unlikely Very Unlikely pon't Know FoodThe~n~lEvcnt O ~ Art Themed Event ~ ~ ~ Holiday Themed Event ~ ~ ~ ~ Culturally Themed Event Live .Outdoor Theatrical ~ ~ Performances.. Children's Themed Event O `~_J tlusi~ Themed Event ~ ~ 11. What other types of event or festival themes do you think the City should consider? l Page 5 ~ ~ • - - 12. About how long have you lived in Dublin? O Less than 1 year O 1 to 5 years O 6 to 10 years O 11 or more years 13. Which of the following best describes your age? O 18-24 O 25 - 34 O 35-44 O 45 - 54 O 55-64 O 65 years and older 14. Please indicate if there are members of your household in the following age ranges (please check all that apply). Children ages 5 and under Children ages 6 to 12 Teenagers ages 13 to 17 Adults ages 18 to 24 Adults ages 25 to 64 Adults ages 65 years and older 15. What is your gender? O Female O Male P~C~~ 6 • ~ • - - 16. What is your race? (Please mark one or more races to indicate what race you consider yourself to be) Asian or Pacific Islander American Indian, Eskimo or Aleut Black or African American Hispanic/Spanish/Latino White/European American/Caucasian Other Page 7