Westminster City Council
SUBJECT
Title
2024 Fall Festival Overview.
End
From: Vanessa Johnson, Community Services Director
Requested by: Administration
Prepared by: Tammy Huynh, Senior Administrative Assistant
____________________________________________________________
RECOMMENDED ACTION
Recommendation
Receive and file.
BACKGROUND
The 3rd Annual Fall Festival returned to the Civic Center for a full weekend, September 26-29. The festival included a vibrant carnival, games, diverse live entertainment, food and commercial vendors, a beer garden, and exciting children’s activities. New additions this year included a “preview night” on Thursday, celebrating Hispanic Heritage Month; an “Embrace Aging Senior Expo” on Saturday; and a “Creative Babe” Vendor Market on Sunday, which further enhanced the festival experience.
This year, the event saw a significant expansion in its layout, providing more space for rides, games, vendors, and entertainment. The carnival zone, now occupying the entire City Hall parking lot, featured additional attractions, giving attendees a broader range of activities to enjoy. Meanwhile, the main stage and “Vendor Village” were relocated to the Sunken Gardens and Jackson Street parking lot, which helped create a more open and accessible environment. This strategic shift improved pedestrian flow throughout the event, making it easier for visitors to move between areas. Additionally, vendors and performers benefited from more efficient load-in and load-out processes, contributing to a smoother overall experience. The expanded footprint also made the event feel less congested, offering a more comfortable and enjoyable atmosphere for all who attended.
In the months leading up to the festival, staff began the event planning process and met with consultants and key members of each city department. Staff developed Vendor Application Packages, an Entertainment Interest Form, and a Sponsorship Deck, which were disseminated to a wide range of potential interested parties, including local businesses, previous festival participants and sponsors, school districts, and other public agencies.
Marketing
Marketing efforts for the festival encompassed varied media outlets including television, radio, print ads in local newspapers, social media, bus shelters, and newspaper wire racks. Staff actively participated in several interviews to promote the event, and promoted the festival’s key highlights, attractions, and the value the event brings to the community.
Traditional newspaper ads provided an additional avenue for promoting the festival. Newspaper ads were published in El Clasificado, Epoch Times, Nguoi Viet, Orange County News, Viet Bao, Vien Dong and Westminster Herald. This year, ads were also displayed on El Clasificado newspaper wire racks at various businesses in Westminster and surrounding areas.
Social media platforms played a crucial role in the marketing strategy. Additionally, the event was featured on popular platforms such as AllEvents, EventBrite, Kids Out and About, OrangeCounty.net, Parenting OC, and sponsored ads on Facebook and Instagram.
In the weeks leading up to the festival, an extensive promotional campaign was launched to maximize community awareness and participation. Thousands of flyers were distributed at key events, reaching diverse audiences and creating anticipation for the upcoming festivities. In addition, posters were printed and prominently displayed at local parks, city facilities, and a variety of local businesses to further spread the word. Festival advertisements were strategically placed at bus stop shelters throughout the city, ensuring visibility for commuters and passersby.
To reach an even wider audience, the festival was featured in the Community Services Department's weekly email newsletters, keeping residents up to date on event details. The event was also highlighted in the Quarterly Fall Newsletter and Recreation Guide, a publication that reaches every household and business in Westminster, providing a comprehensive overview of city activities.
In addition to the city’s promotional efforts, the Westminster School District and the “Creative Babe” Market lent their support in spreading the word. These organizations helped promote the festival through their own extensive networks, reaching families, students, and local artisans and followers, further boosting community engagement and attendance at the event.
Furthermore, notification letters were sent twice to residents and businesses within a 1,000-foot radius of the event, ensuring that local stakeholders were well-informed about the festival’s impact on their neighborhood.
Staff also, again this year, produced a magazine-style festival program that was disseminated to festival attendees, sponsors, and entertainers. The program guide not only provided advertising benefits, but also served as a keepsake for the event.
Vendors
The Fall Festival offered a wide variety of food options, including American, Filipino, Hawaiian, Mexican, and Vietnamese cuisines. There was a total of 23 food vendors and 29 commercial and non-profit/info vendors at the festival. For those looking to enjoy a cold adult beverage with their meal, the festival also featured a beer garden hosted by the Kiwanis of Greater Westminster.
To ensure the event ran smoothly, staff organized a pre-event meeting specifically for food vendors. During the meeting, they provided an in-depth overview of the event, covering key topics such as vendor expectations, event layout, and the schedule for the weekend’s festivities. Special emphasis was placed on discussing the rules and regulations established by the health department to ensure all vendors were aware of food safety requirements and best practices. Additionally, logistics such as setup, breakdown procedures, waste management, and emergency protocols were outlined to avoid any confusion during the event. As a result of this thorough preparation, there were no compliance issues throughout the event.
The addition of the Embrace Aging Senior Expo and the Creative Babe Market significantly enhanced the overall event, offering unique attractions that catered to a wider audience. Together, these components elevated the event’s scope, making it more diverse and engaging, thus fostering a stronger sense of community.
Entertainment
The festival showcased a diverse lineup of over 25 performances, and the carefully curated schedule featured something for everyone:
• Thursday: Westminster School District student performances, Westminster High School Folklorico, Sin Fronteras Folklorico, Mariachi Juvenil Herencia Michoacana Mariachi, and The C Band (Latin Band).
• Friday: Huntington Beach Academy for the Performing Arts MMET High School Rock Band, Blank Space (Taylor Swift Cover Band), Garden Grove High Schol Concert Choir, La Quinta High School Vocal Ensemble, 3AM Kids Dance Group, and Kelly Boyz Band (Country Band).
• Saturday: Weekend Kick-Off with performances from the Rose Center Theater, Westminster High School Steel Drum Band, Little Kahuna (Tiki Surf Rock Band), Westminster Arts Academy, The Dreamboats (50’s & 60’s Rock/Pop Band), The Knockouts (80’s & 90’s Rock Band), Temple Prime Light Saber Demo, and Moonflower (Variety Show).
• Sunday: Westminster High School VACC Lion Dancers and cultural ensemble, Nicholson Pipes & Drums, Megan the Bubblelogist bubble demonstration, APA Dance performance, Soto (Latin Funk/R&B Dance Band), Charade Dance Academy, Total Request (Live Band Karaoke) and Funk Station (Old School Funk, Soul, R&B Band).
Carnival Rides and Activities
There was a total of 15 rides; from thrilling to kiddie, to bumper cars, and even a giant Ferris wheel, the festival offered a varied range of experiences to ensure everyone had a memorable time. In addition, the event also featured carnival games, balloon-making, and arts and crafts stations led by the City’s Youth Committee.
Budget Revenue and Expenditures
Below is a breakdown of the Fall Festival revenue and expenditures:
|
2024 Fall Festival Vendor Fees |
Amount |
|
Vendor Fees |
$47,065.00 |
|
|
|
|
Total |
$47,065.00 |
|
2024 Fall Festival Sponsorships |
Amount |
|
WMEA and WPOA |
$10,000.00 |
|
Westminster School District |
$7,500.00 |
|
Garden Grove Unified School District |
$2,500.00 |
|
Y & G Income Tax and Multi-Services |
$2,500.00 |
|
Seaside Dining/Del Taco |
$2,500.00 |
|
Westminster Memorial Park and Mortuary |
$1,000.00 |
|
Ruby Corp./McDonald’s of Westminster |
$1,000.00 |
|
Midway City Sanitary District |
$1,000.00 |
|
Raising Cane’s |
$1,000.00 |
|
Reproductive Partners Medical Group, Inc. |
$500.00 |
|
S365 Wild Ginseng |
$500.00 |
|
United Employment Solutions |
$500.00 |
|
|
|
|
Total |
$30,500.00 |
|
2024 Fall Festival Other Contributions |
Amount |
|
Entertainment Expenses |
$22,479.00 |
|
|
|
|
Total |
$22,479.00 |
|
2024 Fall Festival Additional Revenue |
Amount |
|
Carnival |
$12,784.60 |
|
|
|
|
Total |
$12,784.60 |
|
2024 Fall Festival Expenditures |
Cost |
|
Entertainment (bands and performers) |
$23,129.00 |
|
Equipment/Rentals (stage, lighting, sound system, restrooms, hand washing stations, canopies, chairs, tables, umbrellas, generators, technicians, dumpsters, barricades, etc.) |
$52,968.38 |
|
Marketing (postage, newspaper and social media ads, bus shelter ads, banners, posters, yard and flutter signs, program printing, media, etc.) |
$11,467.19 |
|
Supplies (food for staff, arts & crafts for children’s activities, staff shirts, etc.) |
$4,434.83 |
|
|
|
|
Total |
$91,999.40 |
|
2024 Totals |
Amount |
|
Revenue |
$112,828.60 |
|
Expenditures |
$91,999.40 |
|
|
|
|
Total Revenue |
$20,829.20 |
|
|
|
|
Event Staffing |
$55,272.33 |
Below is a comparison of total revenue and expenditures to the previous year:
|
Totals |
2024 |
2023 |
|
Vendor Fees |
$47,065.00 |
$27,700.00 |
|
Sponsorships |
$30,500.00 |
$27,500.00 |
|
Other Contributions |
$22,479.00 |
$14,175.00 |
|
Carnival Revenue |
$12,784.60 |
$9,951.30 |
|
Expenditures |
$91,999.40 |
$74,886.74 |
|
Totals |
2024 |
2023 |
|
Total Revenue |
$20,829.20 |
$4,439.56 |
|
Event Staffing |
$55,272.33 |
$41,246.26 |
This year, an additional "preview day" was added on Thursday, September 26, which celebrated Hispanic Heritage Month. Additionally, Friday and Saturday night hours were extended by one hour to 11:00 p.m. It was a tremendous success with a high rate of attendance, and positive feedback from participants and community members.
Event planning began months in advance, including regular meetings with key department stakeholders coordinating important logistical elements. Onsite set-up of an event of this scope is extensive and required most of the City Hall parking lot be closed the week leading up to event date. The Public Works, Community Services & Recreation, and Police Departments played a vital role overseeing the load-in of event equipment during that entire period, as well as the load out after the close of the festival. Additionally, staff supported the ongoing needs of all vendors throughout the weekend and resolved issues as they arose to maintain permitting compliance and sanitation.
Over 100 city employees staffed the event, most taking on responsibilities outside their normal scope of work. These duties included entertainment and stage management, general security and event oversight, hosting information booths, shuttling festival goers, managing parking lots, providing support to the beer garden, serving as liaisons to vendors and carnival operators and leading children’s activities. Volunteer groups such as the City’s Youth Committee and Police Explorers were also present, assisting with operations and customer service.
Of note, the event was financially self-sustaining, with revenue covering all expenses aside from staff costs. While financial success is just one indicator of a successful event, the ability to offset expenditures with revenue suggests that the event was well-received and attracted significant community interest. This level of engagement reflects the overall popularity and effectiveness of the festival in meeting its goals.
Producing a high-quality and engaging festival experience also required extra investments in quality entertainment and upgrades to festival infrastructure, including stage enhancements, extra seating, and creating a more inviting environment for visitors. The event proved to be very popular among residents and drew visitors from well beyond the city boundaries. Attendance, based on geo-fencing technology, is estimated at least 11,500.
FISCAL IMPACT
The budget for the fall festival is in Community Promotions program 75000 Other - Revenue object 39049 and Special Department Expense object 44020. Sufficient funds were included in the FY 2024+-25 budget. No adjustment is needed.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
The 2024 Fall Festival proved to be a great success again this year. The 2025 Fall Festival weekend is scheduled to take place on Thursday, September 25 through Sunday, the 28, which is the first full weekend of Fall; and budget consideration will be included in the 2025/2026 fiscal year budget process.
ATTACHMENTS
None.
REVIEWED BY
Erin Backs, Finance Director
Christian Bettenhausen, City Attorney
Christine Cordon, City Manager