09-13-2010 Presentation: FiestaAugust 6-8, 201
Legion Park
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Objectives
• Honor and Preserve the 46 -year Fiesta Tradition
• Transform the Fiesta into a More Family Oriented Event
•
Improve Public Safety
• Reduce Cost to Families
• Maintain Strong Attendance
• Increase the Diversity of Fiesta Attendees
• Avoid General Fund Subsidy
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Honor and Preserve the 46 -Year Fiesta
Tradition
• The first Fiesta took place at the end of the 1964 harvest to express
gratitude to local farmers and farm workers
• Planning committees involved dozens of community members,
business leaders, and media partners
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Transform the Fiesta into a more Family
Oriented Event
• Gangster oriented entertainers were avoided this year
• Soccer tournament expanded to include youth teams
• Increased emphasis placed on "Kid Zone" activities
• Observers noted increased family attendance
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Improve Public Safety
• Increased emphasis placed on providing effective private security
• First time in approximately 20 years that there were no arrests at the
Fiesta
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Reduce Cost to Families
• Admission fees reduced from $6.00 last year to
$3.00/ Adults, $1.00/ Kids
• Unlimited "Kid Zone" passes were priced at
$10.00
• Vendor Fees were reduced slightly to
encourage greater vendor participation and lower
prices
• Hundreds of volunteers worked more than one
thousand hours — helping to keep expenses low
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Maintain Strong Attendance
• 10,600 paid attendees
• Total attendance probably near 12,000, considering volunteers,
soccer players, entertainers, vendors
• Parade participation and spectatorship was very strong
• 36 vendors participated this year
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Increase the Diversity of Fiesta Attendees
• While we still have strides to make, Fiesta attendees
appeared to be significantly more diverse than in recent
years.
• Marketing efforts expanded to include website, print,
television, radio, coupon mailers, Facebook, highway
banners, etc.
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Avoid General Fund Subsidy
Revenues $57
Expenditures $53,500
Net $3,500
Sponsorships made
the difference!
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Looking to the Future
• What improvements should be made for 2011?
• What will the City's role be for next year and beyond?
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August 5 -7, 2011