HomeMy WebLinkAbout03/21/2000, C2 - USE OF PROMOTIONAL COORDINATING COMMITTEE (PCC) ENHANCED PROMOTIONAL FUNDS council
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C I T Y OF SAN LUIS O B I S P O
FROM: Ken Hampian,Assistant City Administrative Officer��
Prepared By: Wendy George,Assistant to the City Administrative Officer VI
SUBJECT: USE OF PROMOTIONAL COORDINATING COMMITTEE (PCC)
ENHANCED PROMOTIONAL FUNDS
CAO RECOMMENDATION
Approve the Promotional Coordinating Committee's recommendation to allocate $6,000 of
Enhanced Promotional Funds to assist in the revival of La Fiesta San Luis Obisipo.
DISCUSSION
Background
Several years ago, in conjunction with an increase in the Transient Occupancy Tax (TOT)from 9%
to 10%, the City created an Enhanced Promotional fund to be used to finance innovative
promotional ideas and provide "seed money" for new special events. Annually, the PCC makes
recommendations to the City Council on how this fund should be spent. At its last meeting, the
PCC heard a presentation from several community members who have come together revive La
Fiesta de San Luis Obispo
Revival of La Fiesta San Luis Obispo
For many years, La Fiesta was a major event held in San Luis Obispo to celebrate our Spanish
heritage. It started as a simple celebration, but grew to a week long festival which included
multiple events, a craft fair and a parade. Approximately five years ago, the membership of the
La Fiesta committee declined to the point that the group was unable to continue sponsoring the
event. To make matters worse, the final La Fiesta ran "in the red", leaving no funding for future
events.
In April of 1999, a new committee was formed to plan the revival of this well-respected event.
The committee has been meeting monthly since then, with an attendance of at least 15 people at
each meeting. Although the committee originally wanted to revive the event in all its phases, it
has since recognized that the most prudent step to take is to start in a smaller way and let the
event grow as it regains community support.
Historically, the arts and crafts segment of the event has been the most financially successful.
Therefore, the committee believes that it would be sensible to limit La Fiesta 2000 to a two-day
arts, crafts and cultural celebration in Mission Plaza, to be held on September 16 and 17. While
the original event was held in May, and the committee would like to return to that month in the
future, the September dates were selected for this year as one of the few weekends left with out a
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Council Agenda Report-Enhance Promotional Fund Recommendations
Page 2
competing special event.
The La Fiesta Committee has asked the PCC for$6,000 of Enhanced Promotional Funds as "seed
money" to help re-establish the La Fiesta Celebration. As indicated in Attachment 1, the funding
will be used for basic start up expenses. (It should be noted that the $2,500 shown in the budget
for "Security" is actually mostly for entertainment, with only a small portion going toward night
time security at Mission Plaza between the two days of the event.)
At its March 8, 2000, meeting, the PCC unanimously approved recommending this expenditure
to the City Council. In doing so, the PCC recognized how valued the La Fiesta celebration has
been to the community in the past, and how frequently people have stated that they would like to
see it revived. While the PCC hopes that the parade will eventually be included in the festivities,
it agreed that the La Fiesta Committee was wise in its decision to start the event at a more
manageable level.
FISCAL IMPACT
A total of$50,000 of Enhanced Promotional money is budgeted to be spent over the 1999-01 fiscal
years. To date, $11,300 has been spent for specialized promotional tools, a visitor survey and the
upcoming Central Coast Book&Author Festival. Upon approval of this recommendation, $32,700
would still remain for Enhanced Promotional purposes.
Attachments
Proposal from La Fiesta Committee
PCC minutes from March 8,2000
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La Fiesta de San Luis Obispo
Post Office Bar 1574
San Luis Obispo, CA 93406
(805)541-1901
March 2, 2000
Wendy George
City of San Luis Obispo Administration
Promotional Coordinating Committee
990 Palm Street
San Luis Obispo, CA 93401-3249
Dear Ms. George:
The La Fiesta Committee has been meeting since April of 1999 to plan the revival of this
important historical community event. Our original proposal to the Promotional
Coordinating Committee in March of 1999 asked for funds to start the la Fiesta
celebration with a parade and events in Mission Plaza.
Our committee meetings have been held once a month, originally at the Del Monte Cafe,
and for the past two months at the law offices of Andre, Morris and Buttery. We have had
attendance of at least 15 people at each meeting and 20 at our March 6, 2000 meeting.
–-- --- —After careful consideration;-we-have-decided-that-the most-prudent way to bring back-La– ---- -
Fiesta is to do it in a way that will not overwhelm our volunteers or add excess financial
burden. It was decided to propose that we limit La Festa 2000 to a two-day arts, crafts
and cultural celebration in Mission Plaza to be held September 16 and 17, 2000.
Historically, the arts and crafts segment of La Fiesta has always generated income. In
this appropriate venue we can showcase local entertainment, service organizations and
schools can have food and game booths as fundraisers, and we can also honor our past La
Fiesta dignitaries.
We feel that keeping the unveiling of La Festa as simple as possible will lead to a
successful event that will serve to revive the tradition appropriately.
To this end, we ask that the Promotional Coordinating Committee agree to grant the
Enhanced Promotional Fund amount of$6,000 to La Festa de San Luis Obispo.
A copy of our proposed budget is enclosed in this letter as well as a list of planned
fundraisers for La Fiesta.
— --Sincerely, -/ /� -- --
Debbie Collins
Event Chairperson
ATTACHMENT 1 C2-3
La Fiesta de San Luis Obispo
Post Office Box 1574
San Luis Obispo, CA 93406
(805)541-1901
Arts and Crafts Budget 2000
Advertising $500.00
Insurance 700.00
Mission Plaza Rental 800.00
Portable Toilets 600.00
Postage 300.00
Printing 300.00
Security 29500.00
Misc. Supplies 300.00
Total $6,000.00
—_._._Inlooking_at_past..profitand.loss statements, La.Fiesta_has.made-a.profit-of
$5,000 to $6,000 on the Arts and Crafts Fair. (These numbers are from 1989
and 1990. (See copies of Statement of Revenue and Expense 1989 and 1990)
We feel that we can achieve a higher profit on the 2000 event as we will be
able to focus all our energies on this particular event. Our community will
be anxious to support La Fiesta and join in on the revival of this cultural
celebration.
Our goals include:
• Create a profitable event that the community and the La Fiesta
Committee can be proud of
• Rebuild the money market account that La Fiesta once had for future La
Fiesta Celebration expenses (see 1989 and 90 Statement of Revenue and
Expense)
• .Bring the community together in the celebration of our diverse cultural
heritage through La Fiesta de San Luis Obispo
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LA FIESTA 1989
Summary - Statement of Revenue and Expense
Page Revenue Costs Excess (Deficiency)
Queen Contest 2 $ 269070.00. $ 19,395.66 $ 6,674.34
Arts/Crafts 3 61858.40 21034.99 49823.41
Media Mixer 3 -0- 1,636.29 (19636.29)
Beer Booths 4 81710.98 5,480.33 3,230.65
Buttons 5 31645.00 29228.93 1;416.07
T-Shirts 5 39889.00 2,355.73. 19533.27
E1 Presidente Dance 6 290.50.50 21907.48 ( 856.981
Parade 7 7,100.60° 89637.79 (19537.79)
Advertising 8 -0- 41338.27 (4,338.27)
Entertainment 8 -0- 69382.80 (69382.80)
Wine Event 9 21944.20 20435.57. 508.63 :
Flamenco 9 757.00 891.77 ( 134.77) .
General/Admin. 10 -0- 4,435.91 (4,435.91)
Other Revenue/Costs 11 1,673.00 1,762.80 ( 89.80)
TOTAL $ 630698.08 $ 649924':32 ($ 1,226.24)
Excess of Costs over Revenue ($ 19226.24)
9-12-89 Account Balances
Checking $ 193.45
Money Market 18,643.82
$ 18,837.27
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LA FIESTA - 1990
Summary - Statement of Revenue and Expense
Page Revenue Costs . Excess (Deficien,-
Queen Contest 2 S 14,956.00 S11,543.44 S 3,412.56 _
Coronation Dinner 2 992.00 2,626.69 (1 ,634.69)
Arts/Crafts 3 8,650.05 2,518.89 6,131.16 "
Media Mixer 3 -0- 1,009.24 (19009.24)
Beer Booths 4 7,362.00 4,874.53 2,487.47 , - -
Wine Event 5 1,168.00 1,462.64 ( 294.64)
Ballet Folklorico 5 295.00 3,270.90 (2,975.90)
Flamenco 5 595.00 900.00 ( 305.00)
Buttons 6 2,947.00 3,264.59 ( 317.59)
T-Shirts 6 39.937.00 2,815.12 1,121.88
Parade 7 1,650.00 9,112.9'1 (7,462.91) -
E1 Presidente Dance i 8 892.00 1,860.76 ( 968.76)
E1 Presidente Dinner 8 -0- 331.58 ( 331.58)
Window Decorating Contest 8 -0- 243.57 ( 243.57)
Advertising 9 -0- 4,822.12 (4,822.12)
Entertainment 9 -0- 7,737.50 (7,737.50)
General/Administrative 10 -0- -12,505.74 - (12,505.74)
TOTAL S 43,444.05 $70,900.22,; $ (27,456.17)-
Excess of Costs over Revenue $ (27,456.17)
Other Income
City of SLO Grant S 25,000.00 -
Interest 9-29-89 thru 8-31-90 S 1,016.07
Account Balances as of 9-17-90
General Account $ 334.75
Money Market S 17,559.89
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La Fiesta de San Luis Obispo
Post Office Box 1574
San Luis Obispo, CA 93406
(805)541-1901
La Fiesta de San Luis Obispo Officers
Chief Executive Officer Debbie Collins
Secretary Francine Johnston
Chief Financial Officer Steve Mathis
Advisory Committee
City of San Luis Obispo Dave Romero
_Media Relations Guy Hackman
- - -- --
Public Relations aa� Marketing �icla-Caao - - --
Fundraising Events for 2000
March U, 2000 Bingo @ IOOF Hall (see enclosed flyer)
April 8, 2000 Food booth at Children's Day in the Plaza
May 20,2000 Food.booth at Arroyo Grande Strawberry Festival
June 2000 Food booth at Aids Ride
July 4, 2000 Food booth at 4th of July in the Plaza
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PROMOTIONAL COORDINATING COMMITTEE
DRAFT REGULAR MEETING MINUTES
March 6, 2000
Council Hearing Room, City Hall
San Luis Obispo, CA 93401
1. CALL TO ORDER
Vice Chairperson Wilda Rosene called the meeting to order at 5:30 p.m.with the following members present:
Mitch Massey, George Newland, Bill Pyper, and Diane Hunt Roberts. Sandy Baer and Denis Rizzo were absent.
Wendy George served as staff. Also present were: Maggie Cox, Susan Carvalho,Jonni Biaggini, Anja
Schlotman, Dave Garth and Alex LaChapelle.
2. PUBLIC COMMENT
There was no public comment
3. APPROVAL OF MINUTES
The minutes of the regular meeting of February 9"',2000 were approved as submitted.
4. FUNDING REQUEST FROM LA FIESTA
Annette Lawrence and Patty Verdugo, representing the La Fiesta committee, made a presentation to the PCC
requesting financial help to revive La Fiesta, San Luis.Obispo..The La Fiesta committee has reached the
conclusion that trying to put on a parade this year is not realistic. Instead, it is proposing to have an arts, crafts
culture fair which would make money to allow for future growth of the event. The committee has scheduled five
fundraisers to help them pay for entertainment at the fair. They hope to be able to hold the parade next year.
Unfortunately, putting on a parade requires a substantial amount of money which is not available this year. They
also plan to re-introduce the Queens'contest next year. Their thought is to introduce various parts of the old
celebration over the next few years as revenue builds up. They are hoping to make La Fiesta, San Luis Obispo
the cultural celebration that it used to be. They plan to hold the event in September this year during WOW Week,
because all weekends in May are already taken up with other special events: However,they would like to return
the event to May next year.
On a motion by Bill Pyper,seconded by Mitch Massey,the PCC unanimously approved recommending to Council
that$6,000 of Enhanced Promotional Funds be used to start up La Fiesta again.
5. LETTER FROM EMBASSY SUITES REGARDING THE VCB,
Staff restated the issues she had presented to the PCC Members in her memo,which was included in the agenda
packet. The Chair then asked John Conner to explain why he had written the letter to the Mayor. Mr. Conner
explained that he had made a decision that the$2,500 he would normally spend for VCB dues, could be better
spent on attracting group businesses directly by Embassy Suites. Because he is no longer a VCB Member, he
was told that the VCB would no longer refer to him should groups call needing a facility with conferencing ability in
a size available at Embassy Suites. He wrote to the Mayor because this decision on the part of the VCB impacts
the Citys TOT. The Chair asked Jonni Biaggini to explain what is happening with the Strategic Plan
recommendations that were provided to the VCB by a consultant. Ms. Biaggini responded that the Strategic Plan
is being evaluated by the Board, and in particular, each recommendation is being evaluated separately. The
VCB's concern about eliminating memberships is how to replace the funding that comes in from members. She
stated that membership dues were originally set up to demonstrate to the various governmental agencies that
members were seriously interested particularly in a VCB. Roger Cowan, one of the VCB Board Members, stated
that out of the 11 recommendations made,several have already been implemented. However, membership is not
the Board's highest priority at this time. It will probably be three to four years down the road before this issue is
addressed by the Board. Ms. Biaggini said that because the City's interest is different from the interest of the
members, this creates a conflict. Staff asked what percent of the VCB's total budget is provided by governmental
agencies. Ms. Biaggini replied she did not have that information, but would make it available to the PCC at the
next meeting. Mr. Connor stated that the VCB was originally established to support group business, but he now
feels that it has become too diverse and is not performing any functions well. Mr. Cowan said that even without a
VCB referral, most conventions will know about the Embassy Suites through the Embassy phone advertising
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La Fiesta de San Luis Obispo
Post Office Box 1574
San.Luls Obispo, CA 93406
PubHe Service Amoiuteement - February 29, 2000
What: La Fiesta BIngo Fund alser
When: Saturday March U, 2000
11:3069111,
IOOF Hall
520 Dana Sheet
San Luis Obispo
How Much: 920.00 per ticket - includes top sirloin lunch and
great prizes for each game. _
Why: Help support the return of La Fiesta de San Luls
Obispo by attending this fundraiser. The La
Fiesta celebration will return September 16 and
17, 2000 after a five-year repose. Help us revive.
this important community celebration by
attending this fun-filled event.
Tickets. Del Monte. Cafe
1901 Santa Barbara Street
San Luis Obispo, CA
Law's llobby
855 Marsh Street
At the door
Contact: Debbie Collins, Del Monte Cnfb - 541-1901
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