HomeMy WebLinkAboutAgenda Report - November 3, 1993 (50)r
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CITY OF LODI COUNCIL COMMUNICATION
AGENDA TITLE: Special Events Committee, Lodi Lake Park
MEETING DATE: November 3, 1993
PREPARED BY: Parks and Recreation Director
RECOMMENDED ACTION: Review and approve support of special events committee for
Lodi Lake events.
BACKGROUND INFORMATION: A special events committee .has been formed to
coordinate (2) events at Lodi Lake. The two events
discussed are for Memorial Day weekend and the
Fourth of July. The committee has committed to
gaining corporate sponsors who will fund Gamut Productions to organize and run these events.
Don Schock committed to the initial $4,000.00 necessary to develop plans for these two events.
These plans have been formulated and this information is attached for your review.
As Council is aware, the City of Lodi is under a considerable financial crunch at this time. It
has fallen to the Parks and Recreation Department to develop ways to continue to serve the
citizens while at the same time increase our revenues. The plans as shown are to produce
activities and reduce the burden on our city coffers. In fact, these events are designed to
generate money, which it is our hope we can put into the Lodi Lake revenue fund.
The format of each of these events is to present a family fun day while making it possible for
both the City and non-profit organizations to generate revenue. As envisioned. these events are
to be sponsored by a non-profit organization acting independently and in concert with the Parks
and Recreation Department.
Funding: The Special Events Committee is asking that the City continue the same funding level
and staff support as in the past. No additional funM sr&requested at this time.
Ron Williamson, Parks and Recreation Director
Prepared by Scott Essin, Parks Superintendent
APPROVED
THO AS A. PETERSON .xrek4 paps,
City Manager
CC -1
The
ARTS & REC
at the LAKE Festival
Memorial Weekend Festival
Theme:
ARTS & REC at the Lake
Description of the Event:
The event will begin at 10am and conclude at Tpm both Saturday and Sunday of
Memorial Day Weekend at the beautiful Lodi Lake area
The Arts and Rec at the Lake Festival will be two days full of all that is good about
the wonderful community of Lodi. Festivities will feature demonstrating artists under the shaded
tree groves and canopied pavilions adjacent to no less than 5 non-stop entertainment stages
which will feature polka, country western, jazz, oldies and kids entertainment. The event wilt
have something for every member of the family to enjoy. In addition to the great entertainment
there will be numerous food booths that will be themed with the entertainment areas_
Beach Area: In the Beach party area where good vibration music will rock both days we'll
feature beach foods such as hot dogs, corn dogs, cotton candy, popcorn and onion rings.
Polka Pavilion: In the Polka Pavilion right at the main entrance area visitors can enjoy delicious
Polish Knatwurst and Bratwurst with a frothy brew as they glide to the sounds in the polka
pavilion.
7
Wines of Lodi: All Lodi wineries will be invited to sample their delicious varietals and show off
to the community their contribution to the areas economy.
Jazz Area: Under the shaded grove just east of the main entrance will be the Michelob Jazz stage
which will rock from moming til night while dishes such as Hot Links, Gumbo, Jambalaya,
Crawdads and Cajun Sausage are served.
Country Western Area: A little further around the lake (take the people mover, if you don't care
to walk) you'll come up to the Country Western stage area which will be accompanied by the
sweet smokey smells ofSample delicous barbecue dishes including charbroiled burgers, chicken,
and ribs, western art will be featured in this area as well.
Recreation Area: In the Lodi Lake the parks and recreation will feature such demonstration
recreation as jet skiing wind surfing and other water summer sports.
Childrens Entertainment Area: Then still further down the line you'll come across a most
popular childrens entertainment stage where local childrens talent will be featured and kids
games will be on display.
Other areas in the park will feature parks and recreation activities that will allow arts and crafts
for youngsters, fishing along the bank, crawdad catching and rock skipping for prizes. There
will be something for everyone at the one and only Arts & Rec at the Lake festival.
Design:
The design of the festival will carry a 'quality",upbear, good health, good time theme in every
aspect; from the booths used to feature the food items, the staging used for the live
entertainment, to the on-site promotional banners and materials for the corpoi.,te sponsors. Lodi
Lake will be a swarm of activity from the various demonstrating artist displays, to the 5 non-stop
musical stages, to the delicious food booths featuring the themed dishes of the event, to the arts
and crafts vendors and informational bopths, to the various recreational opportunities offered by
the Lodi Parks and Recreation department.
Location:
The event will be held at Lodi Lake- This beautiful area will provide an excellent setting for the
themed event we are planning
• Good admissions control
• Excellent parking
• Accessability
• Aesthetics
• Space
Dates:
Saturday and Sunday Memorial Day Weekend 1994
A two day event
Times:
I lam - 7pm (both days)
The Organizational Plan:
GAMUT Promotions and Advertising, Inc. will design, produce, and manage the complete
Arts & REC at the Lake Festival including:
v•
Time -Line
�•
Potential Vendors listing
�•
Budget Plan
,�•
Venue Descriptions
`1•
Event design and layout
,l•
Committee Chairpersons
N/.
Volunteer Requirements
�/•
Media Plan
�1•
Promotional Ideas
�•
Entertainment Plan
Advertising Design & Placement:
-this will be done by GAMUT Promotions & Advertising including:
Ad campaign theme (look, feel, and sound).
• Artwork for campaign (Samples enclosed)
• Radio and Television spot production
Print Ads - special tabloid section will be produced and circulated in Stockton Record to
their more than 60,000 suscribers. '
• Inclusion in many of the regions newspapers.
Press Releases
Media kits (preparation and delivery)
• Media placement
• Promotional campaign
$100,000 value in advertising and promotions will be placed for this event.
The GAMUT Promotions and Advertisirig, I,:c.:
GAYIUT Promotions and Advertising has a long history of producing and managin.0
very successful events. From first year events with 15,000 people in attendance to mature
events with attendance of over 100,000 people. In addition to the Firm's work managing
events, we also consult with other groups in search of better organization for their events,
manage individual clients' participation as sponsors and/or exhibitors at other events, and
provide full service advertising for a wide range of clients, including: television, radio, print
production; graphic arts, public relations; marketing consulting; video production; packaging and
Point of Purchase graphics. A project with GAMUT is certain to receive favorable results.
Arts & Ree
at the Lake
Budget Analysis
Expenses
Advertising The advertising budget will be established to promote the event basically in
Northern California's Central Valley. Heavy campaign will begin 4 weeks prior to event.
Included in this proposal is the media placement plan.$10,000
'Vine Glasses In order to capitalize on the wine emphasis with the event we will sell
commemorate wine glasses. $2,000
Tents & Set-up Large canopy tents will be used to further establish the festive atmosphere.
They will be uses to house the various venues as well as provide shade fo, the general public.
Entertainment A main attraction of the event will be the five great entertainment stages.
Signs All signs will be uniform and cant' the Arts & Rec at the Lake logo theme. They will help
carry the ambiance and set tone for event.
Insurance Coverage of $1,004,000 liability peroccurance. $2,500 premium. We may be able to
get through city insurance.
Security This expenditure is a necessity to event and will be in this price range. $5,000
Artwork & Printing For all of the event artwork for poster and print ads as well as documents
and forms for the event. $4,000
,Management Fee Will be involved in every aspect of the festival implementation from design to
volunteer and committee chair recruitment, pre -event set-up to post -event clean-up ... a total hands-
on involvement. The total fee for the GAMUT involvement in organizing and implementing the
festival will be $24,000.
Office Supplies Stationary and other mailing and administrative expenses. S 1,000
Miscellaneous This is a category for print, postage, mailing, press release expense, and various
other expenses that crop up of a minor nature. S5,000
Run This first annual Arts and Rec run will be funded through run entrants and will not be a drain
on the budget.
Non -Profit Donation This is based on a formula to be determined by the steering committee.
An hourly dividend will be determined at end of event.
Revenue Development
Admissions (suggested S4.00 per adult, $2.00 for children and seniors). Varies with attendance
Beverage Based on approximately 1/3 of the admissions gross dollars. This is a safe rule of
thumb for net projection. Varies with attendance
Booths General These are fees from the various food and vendor booths that will be
participating in the event. 40 booths at $300 (average per booth) Conservative figures. $12,000
Booths Arts and Crafts We should easily reach 40 booths at $100 per booth, $4,000
Electrical Expense We will need to provide electricity to stages and some of the food booths.
This will be offset in part by vendor booth fees. $2,500
License Fees This is estimated revenue from various non -profits that will sell official t -shirt,
sweat shirt, mugs, etc. $2,000
Sponsorships With the various venues earmarked, a projected minimum corporate sponsorhsip
fundraising is set at $30,000.
Wine Glass Sales Based on the sale of only 850 wine glasses. Very conservative figure.
$5,000
Oescrtptlon I
Example A
Example 3
Example C
Example 0
A",endees
t 5,00C
10,0001
7.000
3.500
Booths - General [
40
401
40
40
Booths - Arts and Craf;s (
40
40
40
40
Admissions Cost t
S4.CO
54.00
54.00
54.00
Genera) Booth Cost I
$300.00
S300.00
5300.00
S300.00
A/C Booth Cost i
5100.130
5100.00 I
5100.00
5100.00
REVENUES I
Admissions Sales i
S60,000.00
S40,00O.CO
528,000.00
S14,000.00
Beverage Safes - Net j
523,294,12
515.529.41 (
510,870.59
55,435.29
Booth General i
512.000.00
512.000.00
512.000.00
S12.000.00
Booth A/C t
54.000.00
54,000 Co E
54.000.00
5-.000.00
E!ectricat 1
$2,500.00
S2,500.00 I
S2.500.00
52.500.00
License Fees
S2,000.00
S2.000.00 I
S2.000.00'
52.000.00
Sponsors j
S40,000.00
530,000.00 I
$30.000.00
530.000.00
Wire Glass Sales I
55,000.00
55,000.00 ;
S5.000.00
S2.500.00
l
1
Total Revenues j
$148,794.12
5111,029.41 I
594,370.59
572,435.29
i
{
F
,
EXPENSES t
1
Advertising
St0.000.00
S10,000.Co j
510,000.00
S10.000.00
Wine Glasses
S2,000.00
S2,000.CO
52.000.00
_2.000.00
Ten ts/PorVStage/Sourn1
515.700.00
515,100.00
S15.1Co.00
St S,1C0.00
Entertainment$10.000.00
510.000.00:
S10.000.00 (
3'. C.000.00
Miscellaneous Rental
50.00 j
50.00
SO.CO
SO -CO
Signs i
51,000.00
51,000.00
S1,00.00
St.000.00
Insurance
52.500.00
S2.500.00
52.500.00
52.500.00
Security ;
$5,000.00
SS,Coo.00
S5.000.CO
S:.000.00
Artwork and Printing !
54.000.00
54,000.00
S4,000.00
5-.000.00
Management FeeS24,o00.00
S24,000.00 1
524.000.00
52=.000.00
Office Supplies
SZ,oC0.00
S1,00o.CO ;•
S1,000.CO
31.000.00
Miscellaneous
55.000.00
SS,000.CO
55.CC0.00
S_.CCO.00
L
`
Total Expenses
$79,500.00
579,600.00
579,600.00
579.500.00
�
f
{
�
I
Gross Prottt (Loss)
569,194.12
531,429.41
514,770.59
(S7,154.71)
Charity Disbursement
523.064.70 1
510.000.00
S7.385.29
50.00
=mance
"40,129.42
:21.429.4t
.385.30
- 94.71)
tf
i
'JET NET PROFIT
S46,129.42
521,429.41
57,385.30 f
(S7,154.71)
Lodi Arts and Rec at the Lake
DATE BEGIN
DATE END
ACTIVITY'
8/15/93
9115193
Logo Design
8116/93
8/20193
Proposal Draft
8/16/93
9/6/93
Formal of the event
911193
9/15193
Proposals to prospective Title Sponsors
9/1/93
9/15/93
Sign Title Sponsor
911193
9/15/93
Committee Chairs selected
911/93
9/15/93
Agreement to go ahead
9115/93
9/15/93
Committee Chair Meeting
9115193
9/17193
Sponsorship packets
9/15/93
9/30193
Presentations to prospective Title Sponsors
9/15/93
10/1/93
Vendor packets
9/15/93
10/1/93
Tabloid on board
9/15/93
10/15/93
Park Logistics
9115193
10/15/93
Volunteer job descriptions & assignments
9/15/93
11/1/93
Site layout
9115193
12/1193
Contact Wineries and other beverage co.
9/15193
112/15193
Poster Design
9/15/93
12/31/93
Wineries
9/15/93
12/31/93
Other Beverages - Beer, Soda, etc.
9/15/93
2/28194
Sponsorship sales
9/20/93
9/22/93
Press Release #1 Out
9/20/93
9/24/93
PG&E Kitchen confirmation
9127/93
9/30/93
Restaurant Proposal Letter
10/1/93
10/5/93
Vendor packets mailed out - Start
10/1193
10/8/93
Confirm California Waste for garbage
10/1/93
10/8193
Identity the vendors and materials required
10/1/93
10/15/93
Design Arts and Crafts Brochure
10/1/93
10/29/93
Contact the City and Lodi Police Department
10/1193
1111193
Beverage Mugs
10/1/93
1111193
Radio, TV and Print oommillments
10/1193
12/31/93
Entertainment
10/1/93
2/15194
Vendors and restaurants on board
Ti Line by Sturt Date
r-..
Lodi Arts and Rec at the Lake
1014/93 ' '
1016/93
Radio and TV Spots out
10/11/93
12/13/93
Design kids activities
10/11/93
12/13/93
Water activities
10/13/93
10/13/93
Committee meeting
10/15/93
10/29/93
Bids for Pori -O -Lets, Fence, Sound, Stage
10/15193
10/29/93
Bids out for Security, Tents,
11/1/93
11/5193
Set up begins
1111/93
12/31/93
Sponsor for poster
1115/93
11/5/93
Media and VIP Reception at the site
11/10/93
11/10/93
Committee Meeting
11/22/93
11/24/93
Press Release #2
12/1193
12/1193
All media confirmed and on line
12/8/93
12/8193
Committee meeting
1/3/94
117/94
Bids out to printers for poster
1/3/94
1/28194
Billboard and busboard art
1110194
1110194
Vendor booth application deadline
1/12/94
1/12/94
Committee meeting
1115/94
1/15/94
All Media on board
2/1194
2125194
Radio Spot - write and produce
2/1194
2125194
TV Spot - write and produce
2/1/94
2128/94
Design ads
2/9/94
219/94
Committee meeting
2/21/94
2/23/94
Press Release #3
2128/94
314/94
Poster to the Printer
311/94
3/1194
Entertainment signed
3/1/94
3/25/94
Design Tickets/To prinler/Back
319194
319194
Committee meeting
3/14/94
3114/94
Poster back from printer
3/14/94
3/17194
Distribute poster
3/15194
3115194
Order Tickets
3/15/94
3/31194
Prep and tiling of permits, rd closures, olc
4/1194
4/30194
File all permits
414194
4129194
Design Thank You ad
TiLine by Start Date
Lodi Arts and Rec at the Lake
4113/94
4113194
Committee meeting
4125194
4/29194
ABC License
4/25/94
4/29194
Media Day at the Lake • design activity
5/2/94
5/6194
Billboards and busboards up
512194
516194
Booth assignments complete
5/x/94
5/6/94
Media Day at the lake invites out
5/2194
5/6194
Vendor & volunteer mig packets assembled
5/2/94
5113/94
Teaser ads
519194
5/9/94
Vendor and Volunteer Meetings
5111194
5/11194
Committee meeting
5114/94
5/30/94
Print ads run
5114/94
5/30/94
Radio and TV spots run
5125/94
5/25/94
Committee meeting
5/28/94
5/28/94
Thank you ad
5128/94
5/29194
LODI ARTS & REC AT THE LAKE
616/94
6110194
Thank you tellers
Ti, Line by Start Date
f
Lodi Arts and Rec. At The Lake
May 28 & 29, 1994
Media Promotion
Utdia Comp-iny .Nyme S l,liced
1111,I,ROARD,S
billboards Sherwood Corners
billboards 3M National
TOTAL
POSTER
poster Lodi Printing Co.
TOTAL
PRINT
print
Stockton Record
print
Lodi News Sentinel
print
Modesto Bee
print
Manteca Bulletin
T03:AL
R DT
radio
KWG/KEXX
radio
KFMR
radio
KHOP
radio
KCVR/KWIN
radio
KATM
TQJAL
TEI,EVTSTON
t.v.
KOVR
t.v.
KNBR
t.v.
Continental Cable
t.v.
KCRA
t.v.
KXTV
t.v.
King Video
TOTAL
$0.00
$1000.00
51,000
$0.00
S.4
$2000.00
$2000.00
$500.00
$500.00
55.000
$1000.00
$500.00
$500.00
$1000.00
$500.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
L
$600.00
$2,000
52.600
$3,000
53.000
$2,000
$4,000
$500
$500
S7.000
$5,000
$2,500
$2,500
$5,000
$2,500
$10,000
$10,000
$10,000
$10,000
$10,000
$10,000
S60,000
J
c
c
000 �
CD
o kn
r
Lodi 4th of July - Stars and Stripes • ` e Lake
Descriptlon
Example A
Example 8
Attendees
7,500
5,000
Booths - General
40
40
Booths - Arts end Crafts
20
20
Admissions Cost
$4.00
$4.00
General Booth Cost
$350.00
$350.00
A/C Booth Cost
$100.00
$100.00
REVENUES
Admissions Sales
$30,000.00
$20,000.00
Beverage Sates - Gross
$9.000.00
$6,000.00
Booth General
$14,000.00
$14,000.00
Booth A/C
$2,000.00
$2,000.00
Electrical
51,125.00
$1,125.00
Licensing Fees
S1,000.00
$1,000.00
Sponsors
525,000.00
$25,000.00
Festival Merchandise Sales
$5,118.00
$3,412.00
City Contribution
$8,000.00
58,000.00 Fireworks
Total Revenues
$95,243.00
$80,537.00
EXPENSES
Beverage Expense
$3,000.00
$1,750.00
Advertising
56,000.00
$6,000.00
Festival Merchandise Expense
$2,559.00
$1,706.00
Tents/Stage/Sound/Elect
$12,000.00
S12,000.00
Entertainment/Fireworks
520,000.00
S20,000.00
Fencing
S5,000.00
$5,000.00
Signs
$1,000.00
$1,000.00
Insurance
$2,000.00
$2,000.00
Security -
$5,000.00
$5,000.00
Artwork and Printing
52,000.00
$2.000.00
Management Fee
515,000-00
$15.000.00.
Orrice Supplies
$1,000.00
$1,000.00
Miscellaneous Expenses
52,000.00
$2,000.00
PoR-a-Lets/Garbage
$2,500.00
$2,500.00
Permits
51,000.00
$1,000.00
Total Expenses
$80,059.00
$77,956.00
GROSS PROFIT<LOSS>
$15,184.00
$2,581.00
15% Bonus to GAMUT
52,277.60
5387.00
NET PROFIT
$12,906.40
$2,194.00
Lodi 4th of July - Stars and Stripes a 3 Lake
volunteer Dividend" $6,453.20 $2,194.00
Net to City of Lodi $6,453.20 S0.0o
"The dollar amount of the volunteer dividend is at the discretion of the Steering Committee.
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