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HomeMy WebLinkAboutItem 7.1 EmerGlenParkFestivalCITY CLERK FILE # 950-40 AGENDA STATEMENT CITY COUNCIL MEETING DATE: January 16, 2001 SUBJECT: New Festival at Emerald Glen Park Report Prepared by Paul McCreary, Recreation Supervisor · ATTACHMENTS: Budget Change Form RECOMMENDATION: Provide direction on the preferred event components, name and date. Approve the budget change form allocating $9,085 from Unappropfiated Reserves to hire a part-time, temporary, Recreation Specialist to assist with special event planning for the remainder of FY 2000/2001. Direct Staff to distribute Requests for Proposals for specialty services including sponsorship sales and artist booth sales. Direct Staff to prepare a final event plan and budget for consideration by the Council at a future meeting. FINANCIAL STATEMENT: Funds are not included in the FY 2000/2001 Special Events budget for a Recreation Specialist. Therefore, a budget transfer of $9,085 from Unappropriated Reserves would be needed to recruit and hire a part-time, temporary, Recreation Specialist to begin planning the new festival. After developing the final event plan and budget for the event, a second budget change may be necessary to provide funding for expenses that would be incurred during FY 2000/2001. DESCRIPTION: Following the 2000 Pasta Festival a thorough evaluation of the event was conducted. The festival was not as successful as the City had expected. In response, at the City Council meeting of November 21, 2000, Staff was directed 'to report back to the Council on the feasibility of sponsoring a festival with a new theme at Emerald Glen Park in the Fall of 2001. It was suggested by several Councilmembers to make the new festival more family oriented and geared toward children. Following the City Council meeting Staff from the Parks and Community Services Department met to discuss ideas for the new event. The Parks and Community Services Commissioners also discussed ideas for the new event at the Commission meeting on December 18, 2000. Following are the preliminary event goals and components identified by Staff and the Parks and Community Services Commission. PRELIMINARY EVENT GOALS The Staff and Commission brainstormed what elements make a festival discussions Staff developed the following preliminary goals for the event. successful. From these G:\COUNCIL\I-16-01 newfestival.doc COPIES TO: ITEM NO. 1. Plan and manage a family oriented festival that encourages visitors to remain at the festival for an extended period of time. 2. Create unique activities that will distinguish the event from other festivals. 3. Utilize the festival to acquaint new residents to Dublin and enhance community spirit. 4. Create significant exposure and awareness of the event in the community. 5. Provide professional entertainment for both children and adults. 6. Offer unique visitor experiences that are interactive. 7. Encourage participation by a variety of local restaurants. 8. Provide opportunities for non-profit organizations to provide festival workers as a fundraiser. 9. Create partnerships with the business commtmity and encourage sponsor involvement in the event. EVENT COMPONENTS Event audiences want unique experiences that are engaging and memorable. Therefore, for this new event it will be important to select venues and activities for all ages that will attract families, are interactive and maximize the amount of time spent at the festival. Potential event components recommended by Staff and the Parks and Community Services Commission are outlined below. Main Attractions In order to attract visitors to a new festival it is important to have some main attractions. Staff recommends two main attractions that would help accomplish the event goals. First the City could sponsor an organized Youth Skateboard Competition at the Skate Park. Currently there are no similar events sponsored in the area. These competitions have been held in other cities and can attract hundreds of competitors and their families. Competitors would be required to register and pay an entry fee for the competition and priority would be given to Dublin youth. Staff believes there is a strong demand for this type of competition and good potential for corporate sponsorship of the venue. As a second main attraction the City could coordinate a "Digital Dublin Tent" featuring traveling interactive displays from the technology-based companies moving into Dublin. For example when Sybase held a picnic at the park for their ground breaking, a trailer containing interactive displays of Sybase products was brought in for the event. Similar displays from other local high-tech companies could provide interactive experiences for festival visitors, and also be an excellent way to involve the high-tech companies in the community. However, if the high-tech companies were unable to participate, Staff could coordinate another main attraction such as a display of custom motorcycles, a headline band or a professional sports team. Children and Family Activities Since a majority of those attending the City's festivals and events are families it is important to have plenty of activities to keep youth, teens and adults busy and engaged in the festival. One of the problems with the Pasta Festival was the lack of children's activities. Therefore, Staff proposes coordinating a large "Kids Zone" to keep the youth busy at the event. The "Kids Zone" should be the largest venue at the festival. In addition to traditional carnival games and inflatable bounces, unique attractions such as a climbing wall, virtual simulators, interactive science exhibits, and craft projects could be offered. A "Sports Zone" could be setup on the basketball court featuring different sports skill challenges for children and adults such as radar speed pitching, football passing, or virtual reality games such as golf or soccer. A venue for teen activities could also be coordinated and include a velcro wall or sumo-wrestling matches wearing inflatable suits. The Parks and Community Services Commission also recommended having a venue for old-fashioned "Picnic Games" which could include competitions between local community groups. Entertainment Live music and unique entertainment should be featured at the festival. According to the results of the City's recent Cultural Arts Assessment Survey, the most popular music formats for concerts are popular rock and country western. The classic rock-n-roll cover time bands have been the most popular of the Summer Concerts at the Civic Center. Therefore, Staff recommends coordinating a main stage with a classic rock-n-roll format. A tribute band could be featured as the headline act for this stage. A stage could also be located at the Skate Park with a DJ or bands geared towards teens. Finally a small stage could be setup for tmique entertainment such as street performers, extreme artists, or comedians. Food and Beverages The main stage area could function as a large central gathering place for families to purchase food and beverages, as well as enjoy entertainment with neighbors and friends. Staff recommends featuring local restaurants and children's food vendors in the main stage area. Local restaurants serving popular dishes tend to be more of a draw than typical faire food. Many restaurant owners chose not participate in the Pasta Festival because they were short staffed, the booth fee was too expensive, or they did not feature pasta dishes at their restaurant. Restructuring the restaurant booth fee on a percentage basis and pairing non-profit groups with restaurants to serve the food could increase participation by restaurants at the new festival. If the number of restaurants participating was insufficient, Staff could augment with faire food vendors. It would be important to provide a good balance of food for adults and children as well as vegetarian dishes. One idea suggested by Staff was to capitalize on the number of fast food restaurants in Dublin and create a "Fast Food Alley" in the "Kids Zone". Beverage booths could be located at the main stage and throughout the park. Community Enhancing Activities One of the proposed goals of the event is to acquaint new residents to Dublin and enhance community spirit. A tent could be setup for avenue to promote membership in Dublin's many commtmity groups. The festival could become an annual membership drive for many groups. Another venue could be coordinated with the Convention and Visitor's Bureau to promote family oriented activities and destinations in the Tri- Valley. A Public Safety venue could feature activities coordinated by Police and Fire. Art and Craft Exhibitors Leasing booth space to exhibitors of hand made art and crafts is a good source of revenue for the event. Although this event is more family oriented a moderate number of art and craft exhibitors should also be included in the event. Staff recommends contracting with an outside firm to lease the booth space which should attract vendors with higher quality pieces of work. PARKING AND TRANSPORTATION Although there are only 132 on-site parking spaces currently available at the park, Staff is confident that a sufficient number of parking spaces could be made available for the event. This could be accomplished by allowing on-street parking where possible, grading a portion of the undeveloped park land, and securing the use of private parking areas at nearby office buildings and vacant lots. Following is a summary of the parking the City could make available for the event. Gleason Drive (from Tassajara to Amold) Central Parkway (from Tassajara to the creek) Glynnis Rose Drive (from Central Parkway to Dublin Blvd.) Undeveloped park land (approximately 3 acres) Total 460 spaces 140 spaces 55 spaces 400 spaces 1,055 spaces Staff estimates that this would allow for approximately 2,600 visitors at any one time. The on-street parking areas are currently "No-Parking Zones". However, the Public Works Department has indicated that parking could be temporarily allowed on the streets for an event. In addition to public property, Staff would attempt to secure private parking lots and undeveloped land to augment the total number of spaces available. To improve access and visitor satisfaction, Staff recommends coordinating flee shuttles to and from the offsite parking lots. Following is a summary of potential private property that could be used for event parking. Zeiss Humphrey Parking Lot Emerald Pointe Parking Lot Koll Dublin Corporate Center Parking Lot GM Auto Mall Undeveloped Land (future dealership location) Alameda County Public Works Parking Lot (along Gleason Drive) Total 275 spaces 280 spaces 560 spaces 600 spaces 80 spaces 1,795 spaces The addition of the private parking areas could allow for a total of 7,100 visitors at a time. The actual number of parking spaces available would be dependent upon receiving approval from private property owners. With significant advertising and exposure in the community, Staff estimates this new event could attract 5,000 visitors in the first year. This is similar to the attendance at the first Art and Wind Festival in San Ramon. The Parks and Community Services Commission concurred with Staff that it would be important to provide flee shuttles from the offsite parking areas. MARKETING A new event needs significant advertising and exposure in the community to ensure attendance. According to the results of the City's recent Cultural Arts Assessment Survey, the City's Activity Guide and direct mailing were rated as the most widely used source of information regarding the City' s programs and events. Local newspaper advertising was also highly rated. One of the major problems with the Pasta Festival was a lack of local advertising. Therefore, Staff recommends placing a major emphasis on direct mailing, as well as local newspaper and radio advertising, to promote this new event. An eye catching event program could be printed in color and inserted into the Fall Activity Guide, similar to how the City Newsletter was inserted into the recent Winter Activity Guide. Another avenue to create awareness of the event in the community is to hang a large banner over San Ramon Road as well as colorful banners on the street light poles in the downtown core. Other effective methods to promote City events have been full color posters, flyers distributed in the schools, community' television advertisements, and use of the marquee along Interstate 580 and at Shannon Park. EVENT NAME After considerable brainstorming, Staff from the Parks and Community Services Department developed a list of potential names. The name "Day on the Glen ' was the most popular with the Staff and the Parks and Community Services Commission. The name is reminiscent of the "Day on the Green" concert events, which were popular with the parents of today's young families. It is catchy and also utilizes a portion of the park name. The name is not theme related which could allow the activities to change from year-to-year, keeping the event fresh and engaging. If the Councilmembers do not favor using this name, Staff recommends the Council provide direction on the preferred event name. EVENT DATE Since this is a new event, Staff recommends holding a one-day festival for the first year. The City's successful St. Patrick's Day Festival also began as a one-day event that eventually was expanded to two days. The event could be extended to two days as attendance grows and the park site expands. Based on the number of local events the Pasta Festival had to compete with in early October, Staff recommends moving the date of the festival to late September. The City held the Emerald Glen Park Dedication the third week of September, which had favorable weather and attendance. After reviewing the event calendars for the local schools, the Tri-Valley Convention and Visitor's Bureau and the Alameda County Fairgrounds, Staff recommends scheduling the new festival for Saturday, September 22, 2001, from 10:00 A.M. to 5:00 P.M. EVENT BUDGET AND MANAGEMENT If the Council approves the concept of the new festival, the next step would be for Staff to prepare a final event plan and layout. After completing the event plan and layout, Staff would be able to prepare the event budget for the Council's consideration. A budget change may be needed at that time to cover the losses from the Pasta Festival as well as any expenditures anticipated in FY 2000/2001 for the new event. Due to the other high priority goals already approved for the current Fiscal Year, there is not enough Staff time available to plan another new event. Therefore, in order to begin working on the event plan, layout and budget, the City would need to hire a part-time employee as soon as possible. At the November 21, 2000, Council meeting, Staff recommended if the City continued to sponsor the Pasta Festival, that Staff should handle the overall planning and operation of the event. Although the City is no longer sponsoring a Pasta Festival, it is still recommended that City Staff coordinate the management of this new festival at Emerald Glen Park.. Staff proposes hiring a part-time, temporary, employee to assist the Recreation Supervisor with the overall event management and planning. Further, Staff proposes contracting for specialty services including sponsorship sales and artist booth sales. Following the direction of the Council, Staff would prepare Requests for Proposals for the contracted services. The Requests for Proposals would be advertised locally as well as distributed to members of the International Festival and Events Association and other related industry organizations. Following is a table showing the general responsibilities of the proposed planning team: Recreation Supervisor Community Event Artist Booth Sales Sponsorship For Special Events Coordinator Contractor Contractor 1. Overall event 1. Apply for permits. 1. Solicit and lease space to1. Develop sponsorship management 2. Coordinate commercial art and craft exhibitors. packages. 2. Manage contractors. booth sales and free 2. Collect revenue for 2. Solicit and secure cash 3. Coordinate involvement spaces for non-profits. booth sales and deposit sponsors, media of restaurants. 3. Contract entertainment. to City. sponsors, beverage 4. Negotiate contracts for 4. Implement parking and 3. Assign vendor spaces. sponsors, and in-kind use of private property. transportation plan. 4. Prepare and mail donations. 5. Design layout of festival. 5. Coordinate advance confmnations to art 3. Involve sponsors in 6. Design marketing contact with affected exhibitors. event. materials. businesses. 5. Oversee art exhibitor 4. Collect sponsorships and 7. Recruit, train and 6. Coordinate equipment move4n and move-out. deposit with City. supervise operations rental and supply 6. Respond to art exhibitor staff. requisition. needs and questions 7. Recruit, train and before, during and after supervise volunteers. the event. CONCLUSION After reviewing the location and potential event components, Staff concludes that it would be feasible to conduct a new festival at Emerald Glen Park. A summary of the event components previously identified by Staff are as follows: 1. Main Attractions - Youth Skateboard Competition and Digital Dublin Tent 2. Children and Family Activities - Kids Zone, Sports Zone and old-fashioned picnic games 3. Entertainment - Main Stage with rock-n-roll cover tune bands; teen stage at skatepark; small stage for street performers, extreme artists and/or comedians 4. Food and Beverages - Food served by local restaurants and children's food vendors in the main stage area; beverage booths throughout the park 5. Community Enhancing Activities - Tent featuring community groups, Tri-Valley Convention and Visitor's Bureau and Public Safety providers 6. Art and Craft Exhibitors Although there would be only eight months remaining until the event, Staff believes the new festival could be successfully planned if the City were to hire a part-time Recreation Specialist and contract for specialty services. Creating awareness about the festival would be extremely important the first year. Therefore, the City would need to invest ample resources into advertising, banners and other marketing materials. It would also be important for the City to offer several main attractions such as the Youth Skateboard Competition and Digital Dublin Tent. With an expected attendance of 5,000 the first year, the number of parking spaces available on the streets and in the undeveloped portion of the park would be sufficient. However, Staff would also attempt to secure private property for additional parking. ) RECOMMENDATION Staff recommends the City Council receive the report and .provide direction on the preferred event components, name and date. Further, it is recommended the City Council take the following actions: 1. Approve the budget change form allocating $9,085 from Unappropriated Reserves to hire a part-time, temporary, Recreation Specialist to assist with event planning for the remainder of FY 2000/2001. 2~ Direct Staff to distribute Requests for Proposals for specialty services including sponsorship sales and artist booth sales. 3. Direct Staff to prepare a final event plan and budget for consideration at a future meeting. CITY OF DUBLIN BUDGET CHANGE FORM CHANGE FORM # New Appropriations (City Council Approval Required): Budget Transfers: X __ From Unappropriated Reserves (If Other than General Fund, Fund No - From New Revenues DECREASE BI;DGET: CCOI.rNT Name: A.~IOUNT From Budgeted Contingent Reserve (1080-799.000) Within Same Department Activity Between Departments (City Council Approval Required) Other INCREASE BUDGET AC'COUNT ANIOUNT Name: SALARIES P.T. $8,025.00 Account #: Name: Account #: 001.80700.701.002 Name: WORKERS COMP $40.00 Account #: Name: Account #: 001.80700.702.006 Name: F.I.C.A. $120.00 Account #: Name: Account #: 001.80700.702.008 Name: F.I.C.A. OASDI $500.00 Account #: Name: Account #: 001.80700.702.009 Name: ADVERTISING $400.00 Account #: Account #: 001.80700.715.000 City Manager: ASD/Fin Mgr REASON FOR BUDGET CHANGE ENTRY: Signature Date: Signature Date: In order to hire a temporary, part-time, Recreation Specialist for the remainder of FY 2000/2001 to assist with Special Event planning. Mayor: Posted By: Signature Signature Date: Date: ~ IDUBLINFS2XPCSXCOUNCILXl- 16-01 newfestbudgetchange. doc ATTACHMENT I