City Council
MEETING DATE: 3/14/2018
TITLE:
Title
Tejano Music Festival SUP, Production Contract and Special Events Budget Adjustments
End
FROM:
Chris Parman, Communications / Events Manager
RECOMMENDATION:
Recommendation
Staff recommends the City Council approve Special Use Permit (S.U.P.) 18-006; and approve a contract with Diaz Enterprises to produce the event; and approve the recommended budget amendments for special events.
Body
BACKGROUND:
In September 2017, the Cathedral City Public Arts Commission (PAC) coordinated a LIVE musical event called the Tejano Music Festival. What was to be considered a small PAC event, turned into a sizable music festival.
The popularity of this event can be attributed to several reasons. First, Tejano music brings together various forms of folk and popular music originating among the Mexican-American populations of Central and Southern Texas. It has the essence of both English and Spanish lyrics and a mix of pop, country and polka music (its German influence). One of the genre’s major cross-over artists was the late “Selena” who was nicknamed, “The Queen of Tejano.” Second and most importantly, a large influx of Tejanos moved from south, central and west Texas to California in the 1960s and 1970s to work on the farms here in the Coachella Valley and California’s Central Valley. These families settled in California and have become part of our diverse community. Additionally, the late Lalo Guerrero, “Father of Chicano Music” and former resident of Cathedral City, was inducted into the Tejano Music Hall of Fame in 1992.
The festival offered music and dance as well as an opportunity to view Latino art in the adjacent Cathedral City Cultural Art Museum. The festival also included Tejano-inspired food and beverages, a small outdoor market, and a Kid Zone featuring fun-filled, family games.
Attendance for the event was estimated at 1,500 with a third of the attendees purchasing reserved table seating.
DISCUSSION:
Due to the tremendous success of the Tejano Music Festival, it became apparent that continuing the festival required professional management of the event which exceeded the ability of the PAC and its volunteers. Playing a significant role in last year's festival, Public Arts Commissioner Josie Diaz along with her husband Jay Diaz have decided to form their own company, Diaz Enterprises, to pursue special event management. Diaz Enterprises has approached the City with a contract for services to manage the Tejano Music Festival. Their proposed contract for services is attached. In order to avoid any conflict of interest, PAC Commissioner Josie Diaz has resigned her position with the commission in order to pursue her entrepreneurial objectives.
FISCAL IMPACT:
Last year, the Tejano Music Festival received City support from PAC funds totaling $4,500 and City Marketing Funds totaling $1,500 for a grand total of $6,000. Through sponsorship and table sales, the event budget was nearly $16,000.
Diaz Enterprises is seeking a total of $15,000 sponsorship from the City for the 2018 Tejano Music Festival. This includes a budget amendment for the 2017-18 City Budget of $5,000 in order to book musical entertainment now, and another $10,000 in the 2018-19 City Budget.
In order to help offset the cost of this new festival item as well as last year's successful Snow Fest event in December, staff is recommending budget amendments for the 2018-19 Special Events. These include eliminating or reducing previously approved 2018-19 Special Events that have either been canceled or are on a downward trajectory and adding some funds for the grand opening of the Downtown Amphitheater Park in 2019. Staff's recommendations for the 2018-19 budget amendments in the amount of $16,750 are attached for council's consideration. Namely, the 2018-19 budget amendment for special events includes providing $10,000 for the Tejano Music Festival, $10,000 for Snow Fest, funding the annual Restaurant Week at $2,000, the Kids Summer Film Series at $1,500 and the Grand Opening of the new downtown park at $2,500 and increasing the amount for the popular Halloween Spooktacular to $2,000. It also recommends eliminating funding for the 2nd Saturday Art Walk of $1,000 but provide marketing for this event through the Desert Sun advertising campaign; eliminating funding for the East Palm Canyon Drive Banner Program of $2,000 as this program either pays for itself or makes a small profit; reducing our sponsorship of the Día de los Muertos event by $2,500 as this event has a downward attendance trajectory; ending our $1,000 sponsorship of the HWY 111 Mobile Music Festival as this event has been canceled; ending Throwback Thursdays at $1,000 as this event ran its course; and reducing the City's sponsorship of the Agnes Pelton Society's Tour of Historic and Artists Homes by $1,500.
Staff recommends that the Special Use Permit fees be waived as this festival remains a City sponsored event. The management company would be required to provide festival insurance naming the City as an additional insured.
ATTACHMENTS:
Special Use Permit #18-006
Diaz Enterprises' Contract for Services
2018-19 Proposed Special Events Budget Adjustments