Loading...
HomeMy WebLinkAboutItem 8.1 - 1883 Wave 2018 Fee Schedule Update Page 1 of 3 STAFF REPORT CITY COUNCIL DATE: April 17, 2018 TO: Honorable Mayor and City Councilmembers FROM: Christopher L. Foss, City Manager SUBJECT: Master Fee Schedule Update Prepared by: Micki Cronin, Asst Director of Parks and Community Services EXECUTIVE SUMMARY: The City Council will consider approval of proposed and revised master fees related to The Wave at the Emerald Glen Park. STAFF RECOMMENDATION: Adopt the Resolution Approving the Amendments to the Master Fee Schedule for The Wave at Emerald Glen Park. FINANCIAL IMPACT: The proposed pricing included in this report is a result of Staff’s research of other local comparable facilities, evaluation of The Wave’s opening season, and assumptions of demand for certain services. DESCRIPTION: The Wave at Emerald Glen Park (The Wave) offers a variety of recreation, program, and rental opportunities. This report addresses proposed new fees or fee adjustments to be in place and advertised for the opening in May 2018. These include a new resident waterpark season pass, increases to the party package and cabana rentals, and concession pricing. To determine a competitive pricing structure, Staff regularly reviews fees charged by comparable facilities and activities within the 30-mile area. Staff evaluated the pricing of aquatic facilities in the cities of Antioch, Fremont, Newark, San Ramon, Santa Clara, Concord, and San Jose. Season Pass Fees During the November 21, 2017 City Council meeting, Staff provided a report on The Wave’s initial waterpark operational season. As highlighted during that presentation, waterpark attendance was the greatest on the weekends (Friday through Sunday), with a three-day average attendance of 866. The lowest usage of the waterpark occurred on Page 2 of 3 Wednesdays, with an average daily attendance of 450. Staff indicated that it would be looking into a season pass option for the 2018 season, which would f ocus on enhancing resident attendance by providing better pricing during the week. After reviewing season pass offerings at other facilities as mentioned above, Staff proposes the following resident season pass rates, effective May 15 for online sales: Monday- Thursday Waterpark Pass* Proposed 2018 Resident Rate Under 40" $75 Over 40" $85 The weekday pass would allow a single person unlimited access to the waterpark during normal business hours, Monday through Thursday. Staff anticipates that this will increase waterpark usage by residents during the week. Birthday Party Program Staff is recommending an adjustment to the birthday party package for waterpark guests during the 2018 season. The original birthday party package included a reserved seating area for three hours, waterpark admission, a food package, and a party host. The increased fee would provide a souvenir item as part of the package, as well as online invitations for the party. In addition, with The Wave’s audio system in place, Staff proposes to allow for the purchase of personal birthday party announcements and/or messages to be broadcast throughout the facility. Birthday Party Fees Current Fee Proposed 2018 Fee Birthday Party Package (per person) $24.95 $27.00 Three personal announcements on public address system n/a $25.00 Cabana Rentals Cabanas at The Wave were popular items during the 2017 season, with weekend bookings nearing capacity. The three cabanas were rented an average of 67 times each, at the rate of $60 for a full day, equating to $12,000 in fee revenue. Staff is recommending increasing the fee by $20, which would generate another $4 ,000 in fee revenue, assuming the same usage as last season. Cabana Fees Current Fee Proposed 2018 Fee Cabana rental 10’x10’ with table and patio furniture $60 $80 Concessions Staff is currently working with a consultant on the operation of the new c oncession building at The Wave, including the menu and pricing options. Staff proposes that the Parks and Community Services Director have the authority to set and adjust food, beverage, and retail item prices to market value. Page 3 of 3 NOTICING REQUIREMENTS/PUBLIC OUTREACH: None. ATTACHMENTS: 1. Resolution Amending the Master Fee Schedule for Fees at The Wave at Emerald Glen Park ATTACHMENT 1 RESOLUTION NO. XX - 18 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF DUBLIN * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * AMENDING THE MASTER FEE SCHEDULE FOR FEES AT THE WAVE AT EMERALD GLEN PARK WHEREAS, the California Constitution authorizes local government to recover the reasonable costs of providing services; and WHEREAS, the City processes various permits, applications, and licenses, and offers various recreational program and facility rental opportunities; and WHEREAS, on September 4, 2012 the City Council approved Resolution 160-12 Establishing a User Fee Cost Recovery Policy that specifies annual adjustments to fees for services provided by the City; and WHEREAS, on July 18, 2017 the City Council approved Resolution 104-17 amending the Master Fee schedule to include Parks and Community Services fees for FY 2017 -18; and WHEREAS, The Wave at Emerald Glen (The Wave) waterpark opened in May 2017 and provides recreation, program, and rental opportunities, and accordingly the City has evaluated existing fees and the need for new fees as part of its cost recovery efforts; and WHEREAS, the Master Fee Schedule for Parks and Community Services shall be amended to add a waterpark season pass, increase the birthday party package and the cabana rental rates at The Wave; and WHEREAS, Master Fee Schedule for Parks and Community Services shall be amended to allow Staff to set and adjust food, beverages and retail items at The Wave to market items and achieve concession cost recovery goals for the facility. NOW, THEREFORE BE IT RESOLVED, the City Council of the City of Dublin does hereby amend the Master Fee Schedule, attached hereto as Exhibit A, to include these items. BE IT FURTHER RESOLVED that the new fees take effect upon adoption of this resolution. PASSED, APPROVED AND ADOPTED this 17th day of April 2018, by the following vote: AYES: NOES: ABSENT: ABSTAIN: ______________________________ Mayor ATTACHMENT 1 ATTEST: _________________________________ City Clerk