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Home My WebLink AboutItem 03 - GrapefestITEM 0 MEMO TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL FROM: ROGER NELSON, CITY MANAGER MEETING DATE: MARCH 5, 2002 SUBJECT: GRAPEFEST EXTENSION AND FESTIVAL ADMISSION FEES RECOMMENDATION: City Council consider a resolution extending GrapeFest hours to include Thursday from 10:00 a.m. — 10:00 p.m.; Friday from 10:00 a.m. to 11:30 p.m.; Saturday from 10:00 a.m. to 11:30 p.m.; and Sunday from 11:00 a.m. to 6:00 p.m. City Council also consider a resolution amending Resolution 96-43, passed and approved on September 3, 1996, for Main Street Days and GrapeFest festivals to establish new admission fees of daily admissions: children under 6 — free; children 6-15 - $2.00; seniors - $3.00; adults - $6.00; family - $15.00; weekend pass pin - $10.00 and weekend commemorate pass pin -$15.00. BACKGROUND: Presently, the festival runs for 27 hours over a three-day period. This proposal would add 19 hours to the festival increasing the total festival hours to 46 over a four-day period and would add three additional meal opportunities. Increasing festival hours would make our festival more attractive to sponsors and advertisers, would allow us to increase attendance without increased congestion and would increase opportunities for tour packaging and generate additional hotel room nights. The increased hours would offer community -wide benefits such as offering increased fundraising opportunities for civic and service groups. It would also offer local businesses more exposure to foot traffic during their normal business hours, add three additional meal time opportunities for vendors and historic district restaurants and increase cross -marketing opportunities for merchants. Additionally, there would be the opportunity for increased imaging and national media coverage. Operationally, the increased hours would be a more cost efficient utilization of the temporary festival infrastructure (e.g., fencing booths, etc.). However, there would not be an expansion of non -funded volunteer roles. Finally, the expanded festival hours would increase fundraising opportunities for the Palace Arts Center debt retirement. February 28, 2002 (9:08AM) The expansion of GrapeFest hours was presented at the October 16, 2001 meeting of m ` the Grapevine Convention & Visitors Bureau Board of Directors and unanimously recommended to the City Council for approval. The expansion was presented to the City Council during its February 19th Workshop. In the past two weeks, the CVB staff has presented the plans to the merchants at their regular monthly meeting and during individual meetings at shops of those merchants that did not make the monthly meeting. There is significant support for the extension of GrapeFest, and we have also received many requests to expand the Main Street Days Festival. As was discussed on February 19th, Staff does not recommend the expansion of Main Street Days at this time. It is our intention after GrapeFest 2002 is over and the financial data is available, that Staff will update Council on the effectiveness of the additional day and whether or not we recommend going forward with a four-day GrapeFest in 2003 and beyond. In addition to the expansion of GrapeFest, the CVB Board of Directors unanimously recommends to the City Council an increase in admission fees. This price increase will bring admission rates in line with festivals of similar size. In order to provide events with high entertainment value for citizens and visitors, it is necessary to adjust admissions pricing to meet family recreation while still earning funds for the note payment for the Palace Arts Center Restoration Project. Current Prices Proposed Prices Daily Adm. — Adults $ 5.00 Daily Adm. — Adults $ 6.00 Daily Adm. — Seniors $ 1.00 Daily Adm. — Seniors $ 3.00 Daily Adm. — Children $ 1.00 Daily Adm. — Children $ 2.00 Daily Adm. — Family $12.00 Daily Adm. — Family $15.00 Weekend Pass Pin $ 7.00 Weekend Pass Pin $10.00 Weekend Pass - Commemorative Pin $10.00 Weekend Pass - Commemorative Pin $15.00 Under 6 Free Under 6 Free Staff recommends approval. I TMLTA0 February 28, 2002 (9:24AM) A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF GRAPEVINE, TEXAS ENDORSING THE EXTENSION OF THE GRAPEFEST FESTIVAL TO A FOUR-DAY FESTIVAL, THURSDAY THROUGH SUNDAY AND PROVIDING AN EFFECTIVE DATE WHEREAS, the Grapevine City Council believes festivals play an important part in maintaining the City's heritage and sense of community; and WHEREAS, the proceeds of the festivals contribute to the preservation of the City's heritage; and WHEREAS, the City Manager and the Convention & Visitors Bureau Board of Directors have recommended that the City Council vote to extend the festival hours; and WHEREAS, such extension would allow for more cost efficient utilization of temporary festival infrastructure, accommodate increased attendance without increased congestion and afford increased opportunities for tour packaging additional hotel room nights; and WHEREAS, such extension allows for three additional meal time opportunities for vendors and historic district restaurants, allows for increased cross marketing opportunities for merchants and allows for more exposure to foot traffic for downtown merchants during their normal business hours; and WHEREAS, such extension would facilitate increased sponsorship and advertising opportunities as well as imaging and national media opportunities thus allowing for increased fundraising opportunities for civic and service groups as well as the Palace Theatre Debt Retirement and other preservation projects. NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF GRAPEVINE, TEXAS: Section 1. That all matters stated in the preamble are true and correct and incorporated herein as if copied in their entirety. Section 2. That the GrapeFest festival hours be extended to: Thursday 10:00 a.m - 10:00 p.m Friday 10:00 a.m - 11:30 p.m, Saturday 10:00 a.m - 11:30 p.m Sunday 11 a.m - 6:00 p.m. Section 3. That this resolution is effective from and after the date of its passage. PASSED AND APPROVED BY THE CITY COUNCIL OF THE CITY OF GRAPEVINE, TEXAS on this the 5th day of March, 2002. ATTEST: APPROVED AS TO FORM: wasaeffly"s RESOLUTION NO. A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF GRAPEVINE, TEXAS, AMENDING SECTION 2 OF RESOLUTION NO. 96-43, ADOPTED SEPTEMBER 3, 1996, RELATIVE TO GATE ADMISSION FEES DURING CITY FESTIVALS; AND PROVIDING AN EFFECTIVE DATE WHEREAS, the residents of the City of Grapevine and surrounding areas have enjoyed and benefited from Main Street Days and GrapeFest, two annual festivals conducted on Main Street in the City of Grapevine; and WHEREAS, the festivals conducted by the Grapevine Convention & Visitors Bureau have grown each year and now attract over 253,000 attendees annually, greatly benefiting the economy of the City of Grapevine and encouraging its economic growth and development; and WHEREAS, gate admission fees for all Main Street Days and GrapeFest festivals provide charitable fund raising opportunities for participating organizations and provide funding for the Palace Arts Center debt retirement, as well as, preservation and education activities which benefit citizens and visitors alike. NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF GRAPEVINE, TEXAS: Section 1. That all matters stated in the preamble of this resolution are true and correct and are hereby incorporated into the body of this resolution as if copied in their entirety. Section 2. That Section 2 of Resolution 96-43, dated September 3, 1996 be amended in its entirety to read as follows: "That admission fees be collected from all citizens and guests entering Main Street Days and GrapeFest festivals. The City Council of the City of Grapevine hereby establishes admission fees for festivals as follows: Children under six (6) years shall be admitted free; Children ages 6 - 15 and Senior Citizens age 60 and over shall be admitted for $3,00; Patrons 16 - 59, $6.00; $10.00 for a weekend pass, and $15.00 for a commemorative pass pin. That the Grapevine Convention & Visitors Bureau provides advance -purchase opportunities to patrons." Section 3. That this resolution shall take effect from and after the date of its passage. PASSED AND APPROVED BY THE CITY COUNCIL OF THE CITY OF . . . . .... .. -, 0 GRAPEVINE, TEXAS on this the 5th day of March, 2002. F -Almy RES. NO. 2 F.11 Z! Z!