Westminster City Council
SUBJECT
Title
2025 Tet Parade Overview and 2026 Tet Parade Date Consideration.
End
From: Vanessa Johnson, Community Services Director
Requested by: Administration
Prepared by: Vanessa Johnson, Community Services Director
____________________________________________________________
RECOMMENDED ACTION
Recommendation
A. Receive and file the 2025 Tet Parade overview; and
B. Consider the recommendations for the date of the 2026 Tet Parade and set a date or provide further direction.
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.
At the City Council meeting on March 27, 2024, the Mayor and City Council set the date of the 2025 Tet Parade for February 1, 2025, which was the first Saturday after the Lunar New Year.
This report provides an overview of the 2025 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.
At the City Council Meeting on March 27, 2024, the City Council appointed Mayor Chi Charlie Nguyen to serve as the council liaison to work with staff in the planning of the parade and eliminated having an Ad Hoc Committee, which had been previously established for the 2023 and 2024 Tet parades.
The mayor 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 Resiliency,” aimed to capture the spirit of unwavering resilience and renewal within the 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 amount of 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 members of city staff to promote the event. The stations included Radio Bolsa Corp., Vietlink, Little Saigon Radio, Little Saigon TV, Viet Media TV, VBS TV, VNA TV, IBC TV, and Me Vietnam. These opportunities were advantageous in reaching out to the Vietnamese community, whose cultural influences are the focal point of the parade.
The event was also advertised on popular online platforms such as Eventbrite.com, Kids Out and About, OrangeCounty.net, and ParentingOC.com. Influencer sites such as “Life is Good OC,” and other 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 the event was 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 household and business in Westminster. Notification letters were also sent to households 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.
Media interest in the event grew this year, with 67 individuals registered for the media access pass compared to 57 last year. The majority represented television, photography, and online outlets. Coverage was provided by the Orange County Register and Nguoi Viet, while KTLA and NBC ran pre-event features.
The parade was broadcast 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 garnered nearly 4,500 views.
Parade Sponsors
This year, the City secured sponsorships totaling $51,500, a significant decrease from last year’s total of $96,000. Most notably, the Westminster Community Foundation contributed a total of $40,000 to last year’s event, but did not contribute to this year’s parade.
Parade Entrants
The parade featured 79 parade entries, a slight decrease from last year’s 85 entries. However, many of them featured multiple vehicles, components, and walking groups that included marching bands, non-profit organizations, schools, and performers. Staff estimates about 2,500 participants in the parade.
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 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. The parade was entertaining and enjoyable.
The two City floats this year received an upgraded design, featuring vibrant decorations that captured the “Spring of Resiliency” theme and celebrated the “Year of the Snake.” The City also showcased three Police Motor Officers, the Water Division’s Water Truck, Youth Committee members, 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 on businesses and residents in the surrounding area.
Public Safety
Public safety for the parade is overseen by the Westminster Police Department each year. A comprehensive Event Action Plan was developed which outlined primary and contingency operations plans to support public safety measures and emergency response.
This year, in direct response to events in New Orleans and Las Vegas during New Year celebrations in those areas, the Police Department implemented additional public safety tactics to ensure safety of the attendees, participants, staff, and those in the surrounding area. These strategies included additional traffic controls elements including barricades and barriers, in addition to increasing police staffing levels to ensure heightened vigilance and rapid response capabilities. The following measures were added this year:
• Uniformed SWAT personnel were added to all five hard closure points (assisting agencies included Buena Park, Cypress, Seal Beach, and Fountain Valley).
• Nearly all driveways between Magnolia Street and Bushard Street were secured with marked and unmarked police vehicles.
• Westminster and Buena Park Police Department’s armored rescue vehicles were utilized.
• Two Cypress Police Department motor officers provided support.
• Twice the number of Westminster Police officers were deployed compared to previous years.
• A drone operator was added to improve visibility of the event area.
• Four bicycle officers were assigned.
• A dedicated reaction team was stationed at the stage area for dignitary protection.
• The number of undercover officers was expanded.
Moving forward we can expect these measures to become standard operation procedure for this event.
Communication between police personnel and the 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.
Also, a total of 129 Police Explorers with 26 Advisors supported the event from 5 a.m. until 2 p.m. 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 outside agencies generously provided Police Explorers: Brea, Buena Park, Costa Mesa, Cypress, Fountain Valley, Fullerton, Garden Grove, Irvine, La Habra, La Palma, Orange, Placentia, Santa Ana, Seal Beach, and Tustin.
The parade is an excellent way to provide professional development opportunities for Police Explorers. Participating in these events allows them to obtain essential community service hours, a requirement to be able to go on a ride-along and extracurricular activities. These hours also strengthen their college and job applications. Additionally, the parade fosters the development of vital communication and interpersonal skills, while enabling valuable networking with Explorers from other agencies, broadening their professional experience.
Street Closures and Traffic Impacts
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. Streets closed earlier than in previous years due to enhanced safety protocols and public safety measures mentioned.
The Public Works and Police Department staff were essential in maintaining traffic control at key intersections, streets and driveways along the route and in the adjacent closure areas.
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. A total of 168 City staff members worked a combined 1,532.65 hours on parade day, demonstrating a significant increase in staffing and effort compared to the previous year's 133 City staff members and 1,082.75 hours. Many of the additional hours can be contributed to the additional public safety measures implemented.
Other Notables
Due to its success last year, the shuttle service provided by Abrazar, Inc. for parade participants was offered again this year. The shuttle service provided round trip transportation to and from City Hall and the parade participant queue area on Magnolia Street and Bolsa Avenue.
The VIP check-in process was notably improved this year, leading to a more streamlined and efficient experience for our distinguished guests. Staff have received numerous positive comments from the public, with many stating that the parade was the most exciting yet and ran very smoothly.
The estimated number of attendees to the parade ranges from 15,000-20,000. This year, the parade saw a significant increase in attendance. Geofencing data tracked over 19,800 unique (trackable) visitors to the site from Magnolia Street to Bushard Street along Bolsa on parade day, exceeding last year’s 17,000.
2025 Tet Parade Budget Expenditures and Revenues
The initial estimated budgeted cost of the parade was $175,000.
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 2025 Expenditures |
Cost |
|
Advertising |
$6,580.82 |
|
Bleacher rental for grandstand seats |
$3,900.00 |
|
Council car magnets, decals, and car supplies |
$543.75 |
|
Design, construction, and operations of two City floats |
$25,500.00 |
|
Equipment and installation for event flags along Bolsa |
$3,500.00 |
|
Equipment and supplies |
$1,677.37 |
|
Opening Ceremony entertainment (firecrackers and lion dancers) |
$6,500.00 |
|
Parade car rentals for Council |
$1,633.92 |
|
Portable restrooms (public and VIP) |
$6,920.38 |
|
Postage for required notice of traffic impacts/closures |
$532.68 |
|
Program (printing) |
$3,403.14 |
|
Security guards |
$2,880.00 |
|
Shuttle service for parade participants |
$1,000.00 |
|
Snacks for green room and staff meals for event day |
$9,971.42 |
|
Stage, decorations, sound system equipment, generator, canopies, tables, chairs, media risers, and labor |
$19,685.00 |
|
Traffic Management |
$73,234.40 |
|
Total |
$167,462.88 |
|
Estimated In-Kind Services/Donations |
Estimated Amount |
|
Chick-fil-A discount on staff lunch |
$580.10 |
|
Lee’s Sandwiches coffee and waters |
$250.00 |
|
Media discounts |
$600.00 |
|
Parade cars for Council (2 cars) |
$1,647.08 |
|
Staff shirts |
$2,280.00 |
|
Stand-by ambulance |
$1,000.00 |
|
Stand-by towing & crew |
$1,000.00 |
|
Supplies from Home Depot |
$700.00 |
|
Total |
$8,057.18 |
|
Sponsorships |
Monetary Amount |
|
Westminster School District |
$15,000.00 |
|
Midway City Sanitary District |
$5,000.00 |
|
Orange County Water District |
$5,000.00 |
|
Richard Nixon Foundation |
$5,000.00 |
|
Westminster Municipal Employees’ Association |
$5,000.00 |
|
Westminster Police Officers’ Association |
$5,000.00 |
|
Astiva Health |
$2,500.00 |
|
Lee’s Sandwiches |
$2,500.00 |
|
Beach City’s Toyota Westminster |
$1,000.00 |
|
Garden Grove Unified School District |
$1,000.00 |
|
Law Offices of Vanessa Ortega Bartsch |
$1,000.00 |
|
Nuvision Credit Union |
$1,000.00 |
|
Raising Cane’s |
$1,000.00 |
|
Santa Ana College |
$1,000.00 |
|
Anonymous Donation |
$500.00 |
|
Total |
$51,500.00 |
|
Parade Entry Fees |
Entry Fees |
|
Non-Profit/Government |
$13,650.00 |
|
Business/Individuals |
$8,200.00 |
|
Total |
$21,850.00 |
|
Total Cost |
|
|
Expenditures |
$167,462.88 |
|
Personnel for Day of Event |
$72,138.71 |
|
Total Costs |
$239,601.59 |
|
Total Revenue |
|
|
Estimated In-Kind Services/Donations |
$8,057.18 |
|
Sponsorships |
$51,500.00 |
|
Parade Entry Fees |
$21,850.00 |
|
Revenue from Sale of Grandstand Seats |
$1,898.00 |
|
Total Revenue/Offsets |
$83,305.18 |
|
|
|
|
Total Cost to the City |
$156,296.41 |
Below is a comparison of total revenue and expenditures to the previous year:
|
Totals |
2025 |
2024 |
|
Expenditures |
$167,462.88 |
$141,872.20 |
|
Personnel for Day of Event |
$72,138.71 |
$41,993.35 |
|
Estimated In-Kind Services/Donations |
$8,057.18 |
$4,765.00 |
|
Sponsorships |
$51,500.00 |
$96,000.00 |
|
Parade Entry Fees |
$21,850.00 |
$22,200.00 |
|
Revenue from Sale of Grandstand Seats |
$1,898.00 |
$2,479.75 |
|
|
|
|
|
Total Cost to the City |
$156,296.41 |
$58,420.80 |
Date Selection for the 2026 Tet Parade
The first day of the Lunar New Year in 2026 is Tuesday, February 17.
Staff is providing three potential dates for the 2026 Tet Parade:
• Saturday, February 14, 2026
• Saturday, February 21, 2026
• Sunday, February 22, 2026
It is worth noting that Presidents Day in 2026 falls on Monday, February 16. This could lead to potential out-of-town travel for staff, vendors, and even parade participants, impacting availability and potential costs. Some school districts observe a week break or in-service days around Presidents Day, which may also impact student participation. Valentine’s Day is also on Saturday, February 14.
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 with direction to consider an alternative date.
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 2025 Tet Parade overview and select a date for the 2026 Tet Parade. Selecting a date will allow staff to begin outreach to participants and sponsors. Funding for the 2026 Tet Parade will be included in the 2025-26 fiscal year budget cycle with this year’s cost and the proposed date taken into consideration.
ATTACHMENTS
None.
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager