HomeMy WebLinkAboutAGENDA REPORT 1997 0507 CC REG ITEM 09FCITY OF MOORPARK
AGENDA REPORT
TO: The Honorable City Council
ITEM F.
M
CM OF lt6009AkRK, CALIFORNIA
Ckr Cowr Mating
of 1997
ACTION:
BY
FROM: Mary K. Lindley, Assistant to the City Manager
Prepared By: SG Shellabarger, Recreation Supervisor
DATE: April 25,1997 (CC Meeting of May 7)
SUBJECT: Consider Summer Concert Series for FY 1997/98
The City Council is being asked to consider the Concert in the Park Series for FY 1997/98. Since historically, the
concert series takes place early in the new fiscal year, there is not enough time to book bands and reserve sound and
stage equipment if the council waits to provide direction as a part of the 1997/98 budget process. Therefore, it is
being recommended that City Council provide direction to staff at the May 7 meeting.
The City of Moorpark began offering a Concert in the Park Series in 1994. At that time, the concert series was
approved as an event to be funded by donations. During this first year, the series consisted of four concerts funded
by a grant from the Achille Levy Foundation ($6,000) and a donation from U.W.C. Moorpark Investors, Ltd.
($2,000). The concerts enjoyed an average attendance of around 200 to 300 persons.
The city tried to duplicate it's prior year's success and scheduled another summer concert in 1995. Once again, four
concerts were scheduled. However, the city was only able to raise $4,000 in donations from California Community
Builders ($2,000), Sunridge Landscape ($1,800) and Ventura Pacific Capital ($200). Like the 1995 concert,
attendance was moderate at about 200 persons.
In 1996 the City scheduled five concerts (including the July 3rd Concert in the Sky). Only one donation of $2,000
from Wells Fargo Bank was received. Staff believes that efforts to raise funds for the concert series were severely
impacted by fund raising for the Concert in the Sky event which was happening at the same time. Additionally,
attendance at the individual concerts dropped to approximately 100 -200 participants per concert (with the exception
of the Little League Homecoming event).
Analysis
The Concert in the Park series began as an effort to offer a culturally diverse program for residents. While initially,
the series enjoyed good attendance and community financial support, the decrease in attendance and donations may
suggest that the community does not strongly favor this type of program. When the series began in 1994, it was
totally funded by donations. In the last two years, the City's General Fund has subsidized the program at an
approximate level of $4,000 in 1995 and $6,000 in 1996.
In light of the potential impacts of Proposition 218 on the city's budget, and the difficulty of sustaining fund raising
efforts, it is recommended that all non -self supporting recreation programs and events be evaluated to determine the
benefit value to the community compared with the cost of the program, As illustrated below, the cost per participant
for an average concert in FY 1996/97 was $16.20.
1996/1997 Concert Costs
Cost Centers
Total
Average
Staff
$702
$176
Supplies
$131
$33
Performer
$3,700
$925
Stage Rental
$2,000
$500
Sound System
$3,316
$829
TOTAL
$9,849
$2,462
Average Attendance
150
Cost per concert per participant
$16.41
*Includes day ofpreparation and clean up expenditures. This figure does not include donation solicitation, pre -
event planning and coordination or other related duties.
Options
Staff has identified the following options regarding the future of the summer concert series for City Council
consideration.
Continue with past direction and direct staff to embark upon fund raising efforts.
In the event that sufficient funds are raised, the program will continue as is for another year. If
insufficient funds are raised, the city would either reduce the number of concerts scheduled or
subsidize the deficit. At any rate, there is a limited amount of time available to begin the
solicitation process, determine the support level, book available bands, schedule stage and sound
and effectively promote the concerts.
2. Approve the use of general funds to cover the entire cost of the concert series, or decrease the
number of concerts. This would reduce staff time spent soliciting donations and allow staff to
promote the series well in advance.
Downsize the concert series; e.g., one "Mega Concert" featuring two or three bands. This would
cut the cost by consolidating stage, lighting and sound expenditures. Council would either budget
general funds or continue to direct staff to solicit donations.
4. Discontinue the summer concert series.
Staff believes that the cost benefit of the summer concert series is low based on the average attendance and the cost
of the series. Therefore, staff recommends the discontinuation of the concert series. Once the impacts of Proposition
218 are known, the City Council may wish to consider reinstating the concert series.
That the City Council discontinue the summer concert series for FY 1997/98.