HomeMy WebLinkAboutAGENDA REPORT 2012 0307 CC REG ITEM 09A ITEM 9.A.
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City Cnuncii Meeting
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MOORPARK CITY COUNCIL ACTION: s•
AGENDA REPORT
TO: Honorable City Council
FROM: Hugh R. Riley, Assistant City Manage/ __---
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PREPARED BY: Stephanie Shaw, Recreation Superintendent
DATE: February 1, 2012 (CC Meeting of March 7, 2012)
SUBJECT: Consider Increasing Admission Fee for the 3rd of July
Fireworks Extravaganza Event
SUMMARY
The City Council is being asked to approve a $1.00 per person increase in the
admission fee charged to the public for the 3rd of July Fireworks Extravaganza for the
next two years, raising the fee from $3.00 per person to $4.00 per person in 2012, and
from $4.00 to $5.00 per person in 2013.
BACKGROUND
Since 1996, the City of Moorpark has sponsored an event celebrating Independence
Day on July 3. For the first three years, admission to the event was free to the public.
The event was canceled in 1999 due to the loss of the City's park assessment fee and
resulting budget cuts. Upon the event's reinstatement in 2000, City Council approved
the institution of a $1.00 per person admission fee in order to recoup some of the event
costs. In 2003, the admission fee was raised to $2.00 per person as a means of
recovering costs for some of the expenses associated with additional activities at the
event for the City's 20th anniversary celebration. The admission fee was raised to $3.00
per person in 2008, in conjunction with additional expenses from the City's 25th
anniversary celebration.
Admission fees are not charged for children four and under, event staff, performers,
vendors, or certain sponsors.
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March 7, 2012
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DISCUSSION
For the past several years, the City has attempted to recoup all direct costs and a
portion of overhead costs associated with the Fireworks Extravaganza, through a
variety of revenue sources. Revenue sources for the Fireworks Extravaganza include
sponsorships, vendor fees, and admission fees. While revenue from vendor fees has
remained relatively consistent for the past three years, sponsorships have seen a
steady decline. It is anticipated that the decline in sponsorships will continue this year.
The primary source of revenue for the Fireworks Extravaganza is admission fees.
As the Fireworks Extravaganza continues to grow in attendance (both at the event site
and at surrounding parks and shopping centers), law enforcement resources as
currently budgeted and scheduled have been stretched thin. Attendance at the event
site was over 13,000 in 2011, and attendance at surrounding parks and shopping
centers is estimated at 5,000. The Moorpark Police Department has recommended that
additional traffic control officers be scheduled during event egress, and that law
enforcement patrol of other City parks (such as Glenwood Park, Tierra Rejada Park,
and Peach Hill Park) be instituted. If additional law enforcement officers are scheduled
for the event, raising the admission fee would cover the additional law enforcement
costs. The additional cost for increased traffic control and patrol of surrounding areas
would be approximately $1,000.
Additionally, the City is preparing for its 30th anniversary celebration in 2013. Typically,
part of the celebration has been to add exciting special activities, such as skydivers or a
fly-over, to the Fireworks Extravaganza. In the past, the admission fee has been raised
in conjunction with these anniversary activities to cover the costs associated with the
additional activities. Due to the anticipated additional anniversary expenses for 2013,
coupled with the need for an increase in law enforcement this year, staff recommends
increasing the admission fee by $1.00 per person for 2012 ($4.00 admission fee), and
by another $1.00 per person for 2013 ($5.00 admission fee.)
It should be noted that at this time, the Fireworks Extravaganza is meeting its target
cost recovery goal, as determined by the Recreation Programs and Services Cost
Recovery Policy approved by Council on January 18, 2012. However, if law
enforcement costs increase in 2012 and/or 2013, and additional activities are added in
2013 for the anniversary celebration, the program may fall below its target recovery if
revenue remains flat. Additionally, the size of this event provides an opportunity to
possibly exceed the target cost recovery goal by increasing the admission fee by a
small amount, thereby lessening the demand on the general fund and subsequently
easing the subsidy of other recreation programs and events that are meeting their
minimum recovery goals but not able to meet target recovery goals.
For reference, admission fees for similar events last year were $10.00 per person in
Ojai and Calabasas, $8.00 per person in Ventura, and $2.00 per person in Camarillo.
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Honorable City Council
March 7, 2012
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Some of these cities offered a discount (about $2.00) if tickets were purchased in
advance. Free events or displays were offered in cities including Simi Valley, Thousand
Oaks, and Oxnard.
A budget summary for the Fireworks Extravaganza for the past three years is attached
for reference.
FISCAL IMPACT
There is a potential increase of approximately $10,000 in event revenue each year for
2012 and 2013.
STAFF RECOMMENDATION (ROLL CALL VOTE)
Approve an increase in the admission fee charged to the public for the Fireworks
Extravaganza, from $3.00 to $4.00 per person for 2012, and from $4.00 to $5.00 per
person for 2013.
Attachment: A— Fireworks Budget Summary
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Honorable City Council
March 7, 2012
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FIREWORKS EXTRAVAGANZA BUDGET SUMMARY
2011 EVENT 2010 EVENT 2009 EVENT
Participants 13,100.00 Participants 12,300.00 Participants 12,500.00
GROSS REVENUE $ 45,981.00 GROSS REVENUE $ 42,786.86 GROSS REVENUE $ 44,130.64
Vendor Fees $ 7,776.00 Vendor Fees $ 7,047.00 Vendor Fees $ 6,154.00
Sponsorships $ 3,000.00 Sponsorships $ 3,500.00 Sponsorships $ 5,500.00
Admission Fees $ 35,205.00 Admission Fees $ 32,239.86 Admission Fees $ 32,476.64
DIRECT COSTS $ 37,138.84 DIRECT COSTS $ 34,093.66 DIRECT COSTS $ 33,251.73
Fireworks Display $ 13,000,00 Fireworks Display $ 12,000.00 Fireworks Display $ 12,000.00
Entertainment $ 2,427.87 Entertainment $ 3,141.31 Entertainment $ 2,783.38
Stage, Sound, Lighting $ 4,340.90 Stage, Sound, Lighting $ 4,340.90 Stage, Sound, Lighting $ 4,394.80
Equipment, Signs, Prizes $ 545.36 Equipment, Signs, Prizes $ 118.96 Equipment, Signs, Prizes $ 399.28
Publicity and Promotion $ 291.20 Publicity and Promotion $ 192.00 Publicity and Promotion $ 377.40
Event Insurance $ 2,746.25 Event Insurance $ 2,746.25 Event Insurance $ 2,286.25
Police/Security/Safety $ 9,934.00 Police/Security/Safety $ 8,584.00 Police/Security/Safety $ 8,930.96
Sanitation $ 3,818.96 Sanitation $ 2,935.62 Sanitation $ 1,808.50
Sponsor Benefits $ 34.30 Sponsor Benefits $ 34.62 Sponsor Benefits $ 271.16
Part-time Staff Costs $ 1,925.19 Part-time Staff Costs $ 1,839.40 Part-time Staff Costs $ 1,537.00
INDIRECT COSTS $ 12,726.00 INDIRECT COSTS $ 15,926.00 INDIRECT COSTS $ 21,678.00
Full-time staff costs (est.) $ 11,791.00 Full-time staff costs (est.) $ 14,629.00 Full-time staff costs (est.) $ 19,853.00
Overhead Costs $ 935.00 Overhead Costs $ 1,297.00 Overhead Costs $ 1,825.00
TOTAL COST $ 51,790.03 TOTAL COST $ 51,859.06 TOTAL COST $ 56,466.73
Gross Profit/(Loss) $ 8,842.16 Gross Profit/ (Loss) $ 8,693.20 Gross Profit/(Loss) $ 10,878.91
Net Profit/(Loss) $ (5,809.03) Net Profit/ (Loss) $ (9,072.20) Net Profit/(Loss) $(12,336.09)
Net Profit! (Loss)/Participant $ (0.44) Net Profit/(Loss)!Participant $ (0.74) Net Profit/(Loss)/Participant $ (0.99)
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