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HomeMy WebLinkAbout02/07/1995, C-4 - DECEMBERFEST SUMMARY REPORT MEEILNG D All city Of san Luis 061Sp0 ITEM NUMBER: COUNCIL AGENDA REPORT FROM: Lynn Block, Administrator, Business Improvement Association SUBJECT: Decemberfest Summary Report CAO RECOMMENDATION: Receive and file analysis of the overall effect of the first annual Decemberfest holiday promotional program. DISCUSSION: r The City Council and Promotional Coordination Committee approved a $30,000 allocation to the Decemberfest Committee'to implement the first annual city wide holiday promotional program. The Decemberfest Committee, representing 30 community businesses and cultural organizations, began planning the events and publicity for Decemberfest in June of 1994. The goal of the committee for the first year was to develop a four day schedule of events and activities attractive to tourists and local residents: The prevention of sales tax leakage to neighboring communities was crucial. In addition, the development of a Decemberfest "identity" through advertising, logo development, and media coverage played an important role in assuring the long term vitality of the event. Due to the tireless efforts of the Committee, Decemberfest was an overwhelming success in the unity it created throughout the community. A renewed focus on the City of San.Luis Obispo as a major regional shopping and tourist destination was felt during the four day event. Local media representative were outstanding in .their willing contribution of free coverage. The contributions of Pierre Rademaker, Rademaker Design enabled the committee to come in under budget with highly acclaimed professional marketing materials. In a survey conducted downtown, during Decemberfest, the results demonstrated that the event was retail oriented in the minds of the consumer. The average shopping party spent $216 (including food, tickets, souvenirs, etc.) at Decemberfest and stayed in local hotels/motels/bed & breakfasts for a minimum of two nights, spending an average of$153. The Decemberfest Committee realizes that the impact to the TOT of Decemberfest was minimal in 1994, but: the plans are to build the promotion into a scale equal to Farmers' Market. e.41-1 The children's events were the most popular, followed by demonstrations and theatre performances; musical and children's' events topped the list for requests for 1995. Evidence of the popularity of children's events can be typified by the High Tea held at Madonna Inn. Reservation for 75 were taken, yet; 500 people attended the tea with their children. Of those responding, 79% were "very likely" to attend future Decemberfest events, giving the Committee even greater enthusiasm to plan for 1995. Without the support of the City Council, Decemberfest would not have been a reality. We are sincerely grateful for the opportunity to get the holiday promotion off to a strong start through the support of the City, business community, and cultural organizations. The Decemberfest Committee has appointed Betsey Lyon as the chair for 1995. We are extremely confident that Betsey's ability to manage large scale events will make Decemberfest 1995 a success. ATTACEMMNTS: "1" Budget Summary "T Memo from Central Coast Mall "3" Memo from BC&A "4" Memo from Sandy Baer "5" Decemberfest Publicity " 16"Trolley Report Decemberfest 1994 Budget ADVERTISING (210-1455-200-041): Out of Area $ 5,500 $ 5,346.36 $ 153.64 (Barnett-Cox) Editor (TT Tab) $ 500 $ 500.00 $ -0- (Sandy Baer) PRINTING & REPRODUCTION (210-1455-200-081): Brochure Graphics $ 2,000 $ 1,898.64 $ 101.36 (Rademaker Design) Brochure Printing $ 7.000 $ 6,967.20 $ 32.80 (Poor Richards) Mail/Postage $ 2,100 $ 915.69 $ 1,184.31 (Postmaster) (Its In The Mail) OPERATING MATERIALS & SUPPLIES (210-1455-360-390): Banners (32) $ 4,000 $ 4,612.84 ($ 612.84) (Sierra Display) Garland (12) $ 1,900 $ 1,688.70 $ 211.30 CONTRACT SERVICES (210-1455-200-053) Mozart Festival $3,000 $31000.00 -0- Pacific Repertory Opera $ 500 $ 500.00 -0- SLO Symphony Ensemble $ 750 $ 750.00 -0- ew-3 L L ILII ............. ............. .. .......... ........ ................ .......... .................... mp.�2.C) EC'I`IED-: ACT.UAL: . : 73 CONTRACT SERVICES (210-1455-200-053) SLO Little Theatre $ 750 $ -0. $ 750-00 Historical Society $ .0. $ -0- $ -0- SLO Arts Council $ 300 $ 300.00 $ -0- Carriage Rides $ 400 $ 400.00 $ -0- Trolley Circulation $ 1,300 1,300.00 $ -0- TO BE REIMBURSED: Aprons $ .0- 1,362.00 ($ 1,362.00) (Precision Design) Buttons $ -0- $ 350.00 ($ 350-00) (In'tl Button Promo.) Posters $ -0. $ 212.36 212.36) (Printing Connection) TOTAL $.309000 $30,103.79 ($ 103.79) ew-il Decemberfest 1994 Budget REVENUE DUE, ACTUALF111= IBALANCE DUE PRINTING & REPRODUCTION (210-1455-200-081): Refund of unused bulk permit $ 11274.92 ($ 1,274.92) $ -0- REIMBURSEMENT INCOME (210-1455-360-390): Aprons, buttons and posters $ 1,602.30 ($ 1,387.30) $ 215.00 TOTAL $ 2,877.22 $ 2,662.22 IS 215.00 BALANCE after expenses ($ 103.79) INCOME DUE 215.00 NET INCOME $ 111.21 oec ;e�2ntral4e76aptotball MEMORANDUM TO: Lynn Block - BIA �,,� FROM: Kellie M. Durye - II"�`�' RE: Decemberfest DATE: January 24, 1994 Following is a brief description of events and the results of those events at Central Coast Mall during the Decemberfest celebrations: For four days in December, Central Coast Mall joined in the holiday spirit of Decemberfest. Thursday through Saturday we offered free carriage rides and live holiday music from San Luis Obispo Symphony groups and the Uncommonne Carolers. On Saturday, we brought in 42,000 pounds of snow, Frosty the Snow Man and Santa! Literally hundreds of children brought their parents to play in our winter wonderland and at one point the wait for a carriage ride was as much as 45 minutes. On Sunday, we moved our activities indoors with a Cookie Bazaar! For three hours every seat was filled and every cookie decorated by children of all ages! Decemberfest was a big draw for Central Coast Mall. I was especially pleased to see entire families utilizing the Decemberfest Calendar of Events. Many, many families I spoke with had been to Decemberfest events in other parts of the city and were planning to go to more. Central Coast Mall has budgeted for Decembcrfest 1995 and looks forward to it being even bigger and better. 3Ma.'aer.: ?C;. 5,,:e '00 tar. leis 0� s,a ,A9,1405 'ti :!'51 5-1;1717 •a� i30i, ili .1?, J aA�—V Date: 1/23/95 To: Lynn Block,.�,�,p� From: Maggie Cox Subject: Decemberfest Observations From my perspective, Decemberfest represented a remarkable collaborative effort among groups and businesses in San Luis Obispo, I believe the event will build into a tourist attraction, but its immediate value seems to be the cooperative spirit it fostered in the retail community. In my twelve years in San Luis Obispo I have never before seen the various retail areas pull together on a citywide promotion as they did for Decemberfest. BC&A appreciates having had the opportunity to assist with the placement of out of town advertising, as well as our volunteer efforts in helping coordinate local TV and radio public service support. I do not have an analysis on the value of the airtime donated by local media, but I do know that our company's time in producing spots, coupled with the actual production time provided by the stations topped $2,000 in in-kind donation. We believe this kind of community wide support and donation help make Decemberfest a worthwhile event. We look forward to neat year's effort. _B A R N E T T { 0 X B A S S 4_{ I A T E S 979 05's S„eei SRA Luis HIM - 1ANO Y SUN Son Luis obispo,CA 93401 N5 545.8987 C-Y-7 S A N D Y B A E R / Marketing and Comunications January 18, 1995 To: Lynn Block From: Sandy Baer`(J° Re: Decemberfest 1994 It was my privilege and pleasure to be an active member of the Decemberfest 1994 committee that so enthusiastically mounted a most successful week-end long series of special events, performances, entertainment and other civic and cultural "happenings" all around the City of San Luis Obispo December 8-11 , 1994. For a number of years, a group of us have discussed the merit of organizing a December festival, a marriage of retail businesses downtown as well as the Central Coast Mall and Madonna Plaza and the community's depth and breadth of performing and visual artists, historic sites and significant landmarks. Thanks largely to the determination and the dedication of the Business Improvement Association's executive director Lynn Block and Board president Pam Copeland, as well as representatives of arts organizations, the media, motels and hotels, and other businesses in planning Decemberfest, the City of San Luis Obispo granted the group a generous $30,000 to defray costs. Not only did I witness a tremendous amount of activity and excitement surrounding the diverse, yet consistent with the Victorian theme, vast variety of opportunities for fun, I was most struck by the dynamics of the group process. The Decemberfest committee members, though from varied sectors of private and public entities came together to form a festival and left (only temporarily as planning Decemberfest 1995 is already underway) having fused a consensus-building body of community members committed to provide an even more enhanced quality of life for Central Coast residents and tourists alike. I personally look forward to Decemberfest 1995. 957 Lobelia Lane San Luis Obispo,CA 93401 Tel: 805 544.3247 / 805 547-0517 Fax:805 547-0593 O-V-e 25th Anniversary Board At Helm... The 1994-95 Board of Directors Major Sponsor... President Claire Clark Brad Schram of t`' 1st Vice President Phil Clarkson Telesis Foundation ' _ 2nd Vice President John Dunn presents a check to Secretary Ann Lawrence Festival President Treasurer Joyce Barnes Phil Clarkson for'94 Members season sponsorship. Julia Aguilar Kelly Kimball Helen Bornholdt Kathleen Long Stephan Cheek Bill McKenzie " Lynn Cooper Kathy Makeyev Hosts with the Most... Michelle Daniel Kay Porczak by Housing Coordinator Yvonne Dengler Eric Daniels Jeanne Potter Thanks for changing the sheets, changing your golf Sharon Dobson Ken Reiner date,vacuuming under the bed, stocking the pantry, Carol Keller Gayle Rosenberger and everything else you did as hosts to make the 1994 Festival musicians and other participants feel so Music Director Clifton Swanson welcome. I should have kept a tally of all the folks who Executive Director Pat Martin told me how happy they were where they were staying! Public Relations Director Deborah Holley For fear of leaving someout out, I'm not naming Office Manager Dawnna McDougall names, but Jou know who you are. You make my job This publication designed and edited by Deborah Holley easier when friends from past Festivals stay with you Printed by Printing Connection each year. You are flexible by accommodating more than one person, different lengths of stay, varying The Mozart Festival is now participating in Scolari's Friendship arrival times, and last-minute changes. You offer Fund designed as a fundraising opportunity by Scolari's Market breakfast in bed, transportation,family warmth, forlocal nonprofit agencies. Simply turn in your Scolari's receipts allergy-free housing, country living, pianos,barbecues, to the Mozart Festival office and with a minimum of$2,500 per fantastic views, music-friendly environments, guest month in receipts,the Mozart Festival will receive a check for 1% houses/apartments,understanding, privacy,social of the total from Scolari's. gatherings, and above all,your generosity. I truly fee' hosts are second in importance to Mozart! Mozart Festival Association P0Box 311 San Luis Obispo CA 93.306 " 805.781.3008 f �'� ` :- � •fie Decemberfest—Mozart plays in winter! This year's holiday season in San Luis Obispo kicks off with an unprecedented city-wide four-day celebration of entertainment, activities, decorations and the Mozart Early Winter Festival. Christened Decemberfest,this program was coordinated by efforts ofbusinesses,arts organizations and the City of San Luis Obispo to promote tourism and increase the spirit of community within the entire City. The Festival's participation will include a daytime Winter Fringe on Thursday,December 8 at Madonna Plaza at noon. On Saturday, December 10 from 12- 1:30 PM,enjoy a delicious Italian holiday lunch at Cafe Rama immediately followed at 2 PM by a piano recital given by Canadian pianist Bernadene Blaha at Mt. Carmel Lutheran Church. The Mozart Festival encourages its local and out-of-town patrons to participate in this spectacular weekend December 8 through 11. For Decemberfest brochures,lunch/concert tickets or information J�-( about this event,please contact the Festival office at 781.3008IL „n' v q 1 I 21 -*00 a � 1 o ff. G R o� woo eoovma _ aid � ; c co o QdoE Uo 7 UA o v° y1eC7�ru 1° �' o O N • ✓ O 'v r�G 3 p Q' �wf2 y I p, d... Q7 �ldd I�pp�pp o aso�H IOR o � xx� � C.bq O.Y aai '� « m 'is 03 �' uo. - � a ^Wm O` .0 mb0 C v•oz14 to . � Ow aa bOA bo r• �•> '� 61 t7._ti YyO y a� � t1 v y O A 4 ' 0 o a3 ECO Cd Orn• d 3 eo o C y t aid =,4 H H o r� o00.. � � s� v ® _o'0Oo70 >Ln E o 3x w NE� t6O M 10 ca .56 .°t. EylnN •� z � OyCD O G� 00 • y3 CA «. 'OL OpO � y ;= aIV x � En ■I_ �:w SAA a 9SW �. cdy.a�a0vi° S �v� � go °' NOs LDS v w o e 0 uo va EE v Hp Car: m��.5� F no•o�Mv.3 I NOVEMBER-DECEMBER 1994 VOL.4 EDITION 5 Decemberfest to transform San Luis Obispo into a Winter Wonderland . e a Decemberfest is the creation of ° Jack House, Historical Society, Civic members of the BIA, the City and d Ballet,Pacific Repertory Opera and SLO community members involved in Little Theater. The Decemberfest businesses and non-profit organizations Committee plans to decorate with festive in San Luis Obispo. Decemberfest willholiday banners, garlands, a 30 foot be fashioned as a Victorian holiday, ^`fa _. holiday tree and white lights surrounding complete with the ambiance you would ► , ., `�". the city. see in a Norman Rockwell painting. The Children's Museum is excited to a#F '• Planned for four consecutive days, ,' be apart of this innovative holidayevr December 8-11 (Thursday through The Museum plans to participate in t.._ Sunday),Decemberfestwillofferawide i' four day event with crafts for kids and iety of events to meet a diverse targetr 1 =. .N.•? will join in the festivities with some market and appeal to a wide audience. , ` �: wonderful wintry Special Events. See Events range from Mozart Concerts and �. .y . t ' .. inside for details. SLO County Symphony ensemble an about information performances to carriage rides and a " ,_ ''' ' For more inf i VictorianTeaatthe MadonnaInn.Other Decemberfest events, contact the Freckles and friends wilt join in the cultural groups involved include The Decemberfest celebration. Chamber of Commerce, 781-2777. 4th Birthday Party is Full of Fun and Surprises! The Museum celebrated its fourth his well-known sing-a-longs. Joining in birthday party in style.Clowns,balloons, the fun was Freckles the Clown,with her cake and entertainment filled the Museum big red wagon filled with balloons and ; - ��• •• .a, with excitement on Saturday,September face painting supplies. Freckles created 25th. In addition, the Museum was unique balloon hats and face painting fortunate to have the PG & E Seashore designs for the crowd. Out in the patio r Wonders tank set up in the patio area. area,Board President,Gayle Rosenberger, Xj ! Museum visitors were fascinated to see, presided over the cake cutting.The custom touch and hold all of the ocean sea made cake decorated with Freckles, our 's creatures. dinosaur mascot, was well received by The festivities began with a Children's the crowd. _ Theater performance. Eight children, AU in all it was a fun-filled day for all of a sed in eclectic costumes, performed those that were in attendance. Special numbers from the spirited musical, thanks to the Museum staff and many "Really Rosie". Next,Museum favorite, volunteers for all of their assistance. Freckles the Clown is geared up for fun Don Norton, treated the group to one of with Museum friend Shawn:;re.', { The Jack House c Gardens January 13, 1995 Lynn Block, Administrator Downtown Business Improvement Association P.O. Box 1402 San Luis Obispo, CA 93406 Dear Lynn: On behalf of the Jack House Committee of the City of San Luis Obispo let me congratulate you on your first Decemberfest. The Jack House Committee feels strongly that our December activities benefitted from the added publicity the Decemberfest produced. For the record........487 people took Christmas tours of the Jack House and the committee raised over $2,000 for the future house activity. We are also pleased that the Teddy Bear Tea was a success and look forward to working with you next year. Sincerely, Katchy Andrews, Chairperson Jack House Committee 536 Marsh Street • Mailing address: P.O. Box 8100 San Luis Obispo. CA 93403-8100 1C. /- MEMORANDUM--------------January 24, 1995 TO: Lynn Block - BIA FROM: Harry Watson SUBJECT: Mall Trolley Ridership The ridership for the Decemberfest Trolley service was disappointing. The four days of service were: Thursday - 44 Friday - 110 Saturday - 45 Sunday - 261 460 1 question why Saturday was so low as that is usually a very high ridership day on the regular trolley. That corresponding Saturday had strong ridership on the downtown trolley. It was a pleasure working with your staff and the Mall personnel during this promotion. If we are to repeat the service in 1995, please give me at least 60 days notice.