Westminster City Council
SUBJECT
Title
2024 Tet Parade Overview, Consideration of the 2025 Tet Parade Event Date, and Establishing the 2025 Tet Parade Ad Hoc Committee.
End
publichearing
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From: Vanessa Johnson, Community Services Director
Requested by: Administration
Prepared by: Vanessa Johnson, Community Services Director
____________________________________________________________
RECOMMENDED ACTION
Recommendation
A. Receive and file the 2024 Tet Parade overview; and
B. Consider the recommendations for the date of the 2025 Tet Parade and set a date, or provide further direction; and
C. Provide direction on whether the City Council would like to establish a 2025 Tet Parade Ad Hoc Committee or alternative option and appoint members, if desired.
end
BACKGROUND
At the City Council meeting on November 30, 2022, staff requested direction regarding a 2023 Tet Parade. At the time, no applications had been received by private parade organizers. The Mayor and City Council approved staff’s request to hold the 2023 Tet Parade as a City event, which was held on Sunday, January 22, 2023. With the success of the 2023 Tet Parade, the Mayor and City Council designated the Tet Parade as an official City-sanctioned event at the City Council meeting on February 22, 2023.
At the City Council meeting on March 8, 2023, the Mayor and City Council set the date of the 2024 Tet Parade for the first day of the Lunar New Year, which was Saturday, February 10, 2024.
This report provides an overview of the 2024 Tet Parade.
The planning process for an event of this scale takes months of coordination. Regular meetings with key members of each city department were held monthly to build a strong collaborative foundation, with additional meetings scheduled as necessary and more frequently as the event approached. This ongoing dialogue was extremely valuable and allowed for the exchange of ideas, the identification of potential challenges, and the development of a comprehensive plan for the event.
Staff updated the Sponsorship Deck and Parade Entry Application Package, which were disseminated to a wide range of potential interested parties, including the entire business license holder list, past parade participants and sponsors, Fall Festival sponsors and vendors, as well as schools and districts, and other public agencies.
The City Council, for the second year, established an ad hoc committee for the parade, which was comprised again of Mayor Chi Charlie Nguyen and Councilwoman Amy Phan West. The ad hoc committee members met several times with staff throughout the duration of the planning stages to identify strategies, recruit participants and sponsors, develop the event program, and provide guidance on components requiring cultural expertise.
This year’s theme was “Spring of Prosperity,” aimed to capture the spirit of abundance, growth and positive momentum within our community.
Communications, Marketing, and Media
Diligent efforts were made to expand communication by increasing media presence on a variety of outlets including television, radio, and social media. Mayor Nguyen was key in marketing the event and generating interest throughout the Vietnamese community; he was known to have spent a considerable time as a guest speaker on radio and television shows to promote the parade and share the different opportunities for businesses, organizations, and residents to provide support.
Local television and radio stations provided complimentary airtime for both the ad hoc committee members and members of city staff to promote the event. The stations included Radio Bolsa, Radio Me Viet Nam, Little Saigon Radio & Hon Viet TV, VBS Television, VNA-TV, IBC TV - CLB Tinh Nghe Si, Viet Media - TV, VietFace - TV, and SBTN. These opportunities were advantageous in reaching out to the Vietnamese community, whose cultural influences are the focal point of the parade.
This year, the event was also advertised on popular online platforms such as Eventbrite.com, OrangeCounty.net, and ParentingOC.com. Influencer sites such as “All Things Orange County” and “Life is Good OC,” and news sites also featured the parade.
Thousands of flyers were distributed at events leading up to the parade; banners and posters were printed and displayed at local parks, city facilities, and various local businesses; and street banners were also hung. Parade ads were displayed at bus stop shelters throughout the city and featured in the Community Services Department’s weekly email newsletters and on the cover of the Winter Newsletter and Recreation Guide, which is sent to every resident in Westminster. Notification letters were also sent to residents and businesses within a 500-ft. radius of the event.
Staff produced a magazine-style parade program that was disseminated to parade participants, sponsors, and attendees; and is available electronically on the City’s website. The program guide not only provided advertising opportunities, but also served as a keepsake for the event.
A Media Credential Request Form was created for members of the media to pre-register for an access pass and staff identified a designated media area to control the accessibility and implement safety measures for members of the media covering the parade. Staff held a pre-event meeting for registered members of the media to discuss the general overview of the event, logistics for media, and technical needs for parade day. Video and audio feeds were provided to those outlets in need.
A total of 57 individuals registered for the media access pass, with the majority representing television, photography, and online media. CBS/KCAL and ABC-7 provided live coverage of set-up on the morning of the parade and throughout the event.
The parade was broadcasted live on the City’s website and YouTube channel, and WTV-3 through the Public Cable Television Authority (PCTA). The City’s YouTube feed of the event has close to 20,000 views.
Parade Sponsors
This year, the City secured sponsorships totaling $96,000, an increase from last year’s sponsorship amount of $70,500. One of the contributing factors to this increase in sponsorships was the involvement of the newly created Westminster Community Foundation. The foundation organized a successful Tet Parade fundraising gala on Saturday, January 6, 2024. Through their efforts, they were able to present a generous check to the City for $40,000 at the City Council Meeting on January 24, 2024, which included three (3) Gold Sponsors for $15,000 and $25,000 from the foundation.
Parade Entrants
The parade featured 85 parade entries, an increase from last year’s 67 entries. Many of them featured multiple vehicles, components, and walking groups that included marching bands, non-profit organizations, schools, and performers. Staff estimates 2,500 participants in the parade, an increase from last year’s 1,900 participants.
This year, staff held two separate pre-event meetings for parade participants to discuss event overview, parade logistics, participant safety, guidelines, and expectations for participants. Float inspection, coordinated by the City’s Code Enforcement Division, took place prior to the parade and there were no significant issues with the participants this year. The City’s Code Enforcement Division is always responsible for float inspection and ensuring the safety guidelines are adhered to.
The check-in process on the day of the parade was efficient and participants were generally on time and followed staff directions to their respective staging areas. With this number of entries, the pacing of the parade was challenging at times. Staff will be developing a plan to address this issue for the future.
Street Closures and Traffic Impacts
There were no changes to the road closures from previous years. Traffic control services were provided by a private state-licensed contractor. The roadways were closed consistent with the public notice that was mailed to all businesses and residences in the affected area.
Public Works staff were essential in maintaining traffic control at key intersections and streets along the route and in the adjacent closure areas.
Public Safety
Public safety for the parade is overseen by the Westminster Police Department each year. The City’s Emergency Operations Coordinator developed a comprehensive Event Action Plan which outlined primary and contingency operations plans to support public safety measures and emergency response.
Communication between police personnel and City administration was open and seamless and the coordination with other law enforcement agencies continued to be effective. Westminster RACES and West County CERT also provided support for the event.
In addition, a total of 159 Police Explorers supported the event -- more than double the number from 2023. These Explorers played vital roles, including assisting with traffic control, crowd management, and general security measures. Their presence helped ensure a safe and secure environment for everyone in attendance. The following agencies generously provided Police Explorers: Tustin, Buena Park, La Palma, La Habra, Brea, Orange, Fountain Valley, Fullerton, Placentia, Costa Mesa, Seal Beach, Anaheim, Irvine, Cypress, and Garden Grove Police Departments; along with Orange County Sheriff’s Department.
Event Management and Coordination by City Staff
City staff from all departments were present, taking on roles in event registration, on-site customer service, labor, parade entry management, stage and opening ceremony support, media relations, cashiering, and other event support as needed. There were 133 members of City staff working on parade day.
2024 Tet Parade Budget Expenditures and Revenues
The initial estimated total cost of the parade was $150,000.
Below is a breakdown of the expenditures and revenues; there will be slight adjustments made as final invoices are provided to the City by vendors and until the reconciliation process is finalized.
|
Tet Parade 2024 Expenditures |
Cost |
|
Opening Ceremony Entertainment (Firecrackers and Lion Dancers) |
$8,300.00 |
|
Stage, decorations, sound system equipment, generator, canopies, tables, chairs, media risers, and labor |
$16,772.32 |
|
Portable restrooms (public and VIP) |
$5,719.07 |
|
Program (printing) |
$3,841.05 |
|
Advertising |
$8,493.81 |
|
Design, construction, and operation of two City floats |
$23,100.00 |
|
Bleacher rental for grandstand seats |
$3,800.00 |
|
Security guards |
$2,490.00 |
|
Parade car rentals for Council (Qty. 5 Vehicles) |
$3,035.99 |
|
Council car magnets, decals, and car supplies |
$932.00 |
|
Equipment and installation for event flags along Bolsa |
$3,500.00 |
|
Postage for required notice of traffic impacts/closures |
$494.08 |
|
Traffic management |
$49,360.00 |
|
Snacks for Green Room and staff meals for event day |
$4,869.40 |
|
Meals for Explorers |
$3,147.99 |
|
Equipment and supplies |
$3,013.16 |
|
Shuttle service for parade participants |
$1,003.33 |
|
Total |
$141,872.20 |
|
In-Kind Services/Donations |
Estimated Amount |
|
Staff Shirts |
$2,015.00 |
|
Supplies from Home Depot |
$500.00 |
|
Stand-by Ambulance |
$1,000.00 |
|
Stand-by Towing & Crew |
$1,000.00 |
|
Lee’s Sandwiches |
$250.00 |
|
Total |
$4,765.00 |
|
SponsorshipsMonetary Amount |
|
|
Westminster School District |
$25,000.00 |
|
Westminster Community Foundation |
$25,000.00 |
|
Midway City Sanitary District |
$5,000.00 |
|
Orange County Water District |
$5,000.00 |
|
S365 Nhan Sam Hoang Da |
$5,000.00 |
|
Westminster Municipal Employees’ Association |
$5,000.00 |
|
Westminster Police Officers’ Association |
$5,000.00 |
|
EV Princess & BL Miracle Cosmetics |
$5,000.00 |
|
Ruby Staff Corp |
$5,000.00 |
|
Astiva Health |
$2,500.00 |
|
Shopoff Realty Investments |
$2,500.00 |
|
Auntie Anne’s |
$1,000.00 |
|
Clever Care Health Plan |
$1,000.00 |
|
Garden Grove Unified School District |
$1,000.00 |
|
Nuvision Credit Union |
$1,000.00 |
|
Rancho Santiago Community College District and Santa Ana College |
$1,000.00 |
|
Ausco, Inc. |
$1,000.00 |
|
Total |
$96,000.00 |
|
Parade Entry Fees |
Entry Fees |
|
Non-Profit/Government |
$12,600.00 |
|
Business/Individuals |
$9,600.00 |
|
Total |
$22,200.00 |
|
Total Cost |
|
|
Expenditures |
$141,872.20 |
|
Personnel for Day of Event |
$41,993.35 |
|
Total Costs |
$183,865.55 |
|
Total Revenue |
|
|
Parade Entry Fees |
$22,200.00 |
|
Sponsorships |
$96,000.00 |
|
Estimated In-Kind Services/Donations |
$4,765.00 |
|
Revenue from Sale of Grandstand Seats |
$2,479.75 |
|
Total Revenue/Offsets |
$125,444.75 |
|
|
|
|
Total Cost to the City |
$58,420.80 |
This year, grandstand seats for the event were sold through Eventbrite.com, with both advance and day-of tickets available for purchase for $25 per ticket. All available seats were sold, and the total revenue generated from online sales (minus fees) amounted to $2,167.75, while an additional $312 was collected in cash sales.
A notable addition was the introduction of a shuttle service provided by Abrazar, Inc. for parade participants. The shuttle service provided round trip transportation to and from City Hall and the parade participant queue area on Magnolia Street and Bolsa Avenue.
Furthermore, the VIP check-in process was notably improved this year, leading to a more streamlined and efficient experience for our distinguished guests.
The two City floats this year received an upgraded design, featuring vibrant decorations that captured the “Spring of Prosperity” theme and celebrated the “Year of the Dragon.” The City also showcased the Police BearCat and K9 Dragon, the Water Division’s Water Truck, Youth Committee members, the Westminster on Wheels (WOW) Van, the Mobile Recreation Van, various recreation classes and Project S.H.U.E. participants.
Parade participants were excited to be a part of the event, and there were many new groups and organizations that entered this year. Most have expressed their excitement and intent to participate next year. The event was well-managed, and the parade participants were effectively coordinated, thus there were no unexpected impacts to businesses and residents in the surrounding area.
The estimated number of attendees to the parade ranges from 15,000-20,000. According to data from geofencing technology, there were over 17,000 unique (trackable) visitors to the site from Magnolia Street to Bushard Street along Bolsa on parade day.
Again this year, parade attendees and participants were able to immediately attend the annual firecracker event at the Asian Garden Mall upon the end of the Tet Parade, allowing visitors to experience more of Little Saigon and the Lunar New Year festivities in the city.
The parade, celebrating the “Spring of Prosperity,” was a success, bringing together the vibrant community to celebrate the Lunar New Year.
Date Selection for the 2025 Tet Parade
The first day of the Lunar New Year in 2025 is Wednesday, January 29.
Staff is providing three potential dates for the 2025 Tet Parade:
• Saturday, January 25, 2025
• Saturday, February 1, 2025
• Sunday, February 2, 2025
Based on comments and feedback from previous Tet Parades, local schools and districts continue to be more inclined to participate when the event is held on a Saturday, as many have restrictions on partaking in activities on Sundays. In addition, in event planning, generally Sundays incur higher charges from vendors. This amount does depend on the time of the year and type of vendor. Since California overtime laws require a day of rest per seven (7) days, vendors and suppliers must pay overtime or adjust work schedules in these situations, resulting in additional costs which are passed on to the purchaser. In reviewing past event dates, since 1997, the Tet Parade has only been held on Sunday three times.
Based on the three dates provided, the City Council may select one of the dates or provide staff direction to consider an alternative date.
Ad Hoc Committee for the 2025 Tet Parade
At the City Council meeting on March 8, 2023, Mayor Nguyen and Councilwoman Phan West were appointed to an Ad Hoc Committee created for the 2024 Tet Parade. Duties of the Ad Hoc Committee includes assisting with reaching out directly to potential sponsors and advertisers and providing guidance to staff regarding topics of cultural sensitivity such as traditions in the Vietnamese community that may affect the parade.
Mayor Nguyen and Councilwoman Phan West met several times with staff throughout the duration of the planning stages to help identify strategies, recruit participants and sponsors, develop the event program, and provide advice on components requiring cultural expertise. Both Mayor Nguyen and Councilwoman Phan West spent time promoting the event and sharing the opportunities for businesses, organizations, and residents to be able to support and participate in the parade.
An Ad Hoc Committee of the City Council is not required or is an automatic component of city events planning, but it is created at the discretion of the City Council. Staff is requesting direction on whether the City Council would like to establish a 2025 Tet Parade Ad Hoc Committee, consider an alternative option such as a designated Council Liaison, or opt out of establishing an Ad Hoc Committee for the 2025 parade. Council may choose to appoint member(s) at this time or defer to a future meeting.
FISCAL IMPACT
None
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
The Mayor and City Council should receive and file the 2024 Tet Parade overview, provide direction on the Ad Hoc Committee, and select a date for the 2025 Tet Parade. Selecting a date will allow staff to begin outreach to participants and sponsors. Funding for the 2024 Tet Parade will be included in the 2024-2024 fiscal year budget cycle with this year’s cost and the proposed date taken into consideration.
ATTACHMENTS
None.
REVIEWED BY
Erin Backs, Finance Director
Christian Bettenhausen, City Attorney
Christine Cordon, City Manager