Westminster City Council
SUBJECT
Title
2026 Tet Parade Overview and 2027 Tet Parade Date Consideration.
End
From: Vanessa Johnson, Community Services Director
Requested by: Administration
Prepared by: Tammy Huynh, Management Analyst
____________________________________________________________
RECOMMENDED ACTION
Recommendation
A. Receive and file the 2026 Tet Parade overview; and
B. Consider the recommendations for the date of the 2027 Tet Parade and set a date or provide further direction.
BACKGROUND
The 2026 Tet Parade was held on Saturday, February 21, 2026, marking Westminster’s continued celebration of the Lunar New Year and the cultural traditions of the Vietnamese Community. This year’s event welcomed the Year of the Horse, a symbol of energy, perseverance, and progress - values that were reflected in both the parade theme, “Spring of Unity” and the strong community participation. The event drew thousands of attendees and featured a vibrant lineup of community groups, cultural performances, and local organizations.
The City’s involvement in hosting the Tet Parade began in 2023. At the City Council meeting on November 30, 2022, staff requested direction regarding a 2023 Tet Parade, as no applications had been received from private parade organizers. The Mayor and City Council approved staff’s recommendation to organize the event as a city-hosted parade, which was held on Sunday, January 22, 2023. Following its success, the Mayor and City Council formally designated the Tet Parade as an official city-sanctioned event at the February 22, 2023 City Council meeting.
To ensure continuity and long-term planning, the Mayor and City Council subsequently established future parade dates:
• March 8, 2023 City Council Meeting - Set the 2024 Tet Parade for Saturday, February 10, 2024 (first day of the Lunar New Year).
• March 27, 2024 City Council Meeting - Set the 2025 Tet Parade for Saturday, February 1, 2025 (first Saturday after the Lunar New Year).
• March 26, 2025 City Council Meeting - Set the 2026 Tet Parade for Saturday, February 21, 2026 (first Saturday after the Lunar New Year).
At the March 27, 2024 City Council meeting, Mayor Chi Charlie Nguyen was appointed as Council Liaison to support parade planning efforts, and the previously established Ad Hoc Committee was discontinued. The mayor met with staff throughout the planning process to assist with strategy development, participant and sponsor outreach, event programming, and cultural guidance.
Planning for an event of this scale requires many months of coordination. Staff conducted regular meetings with key representatives from each City department to support collaboration, share ideas, identify potential challenges, and develop a comprehensive event management plan. Meetings increased in frequency, as the event approached, to ensure all operational components were aligned.
Staff also updated the Sponsorship Deck and Parade Entry Application Package, which were widely distributed early in the planning process to potential participants and sponsors, including business license holders, past parade participants and sponsors, Fall Festival vendors, schools and districts, and other public agencies.
This report provides a summary and review of the 2026 Tet Parade.
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 played a key role in marketing the event and generating interest throughout the Vietnamese community; he spent a considerable amount of time as a guest speaker on radio and television shows to promote the parade and share opportunities for businesses, organizations, and residents to participate. Community Services Director Vanessa Johnson also participated in several television interviews to promote the event and highlight the City’s efforts in hosting the parade.
Local television and radio stations provided airtime for members of City staff to promote the event, with several outlets offering complimentary or discounted rates. These stations included AVA TV, VBS TV, Vietlink Radio, Radio Bolsa, VNA TV, Vietsky TV, Viet Media TV, and IBC TV. These opportunities were advantageous in reaching out to the Vietnamese community, whose cultural influences are the focal point of the parade.
This year, the parade also received broader regional coverage. The event was featured in Voice of OC and the Orange County Register, both online and in the Sunday print edition. Additional media coverage included a feature in Culture OC, Locale Magazine, Orange County Tribune, Los Angeles Today, Fox LA, Daily Pilot, and Patch. These features significantly expanded the parade’s reach, with several outlets collectively reaching millions of viewers through online platforms and print circulation.
The event was also advertised on popular online platforms such as Eventbrite, Kids Out and About, OrangeCounty.net, ParentingOC, and Kids Guide. The parade was also shared across various community-based social media platforms and event listing pages, further expanding its visibility and reach.
The City established a new promotional partnership with Angels Baseball, which provided additional regional exposure for the parade. Through this partnership, the event was promoted with radio spots on Angels Radio AM830 and a digital advertisement displayed on the “Big A” Rotational Digital Sign at Angel Stadium.
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 installed. 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-foot radius of the event.
Staff produced a professionally designed 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. Staff identified a designated media area to control accessibility and implement safety measures for members of the media covering the parade. Staff also 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 76 individuals registered for the media access pass compared to 67 last year. The majority represented television, photography, and online outlets. Coverage was provided by the Orange County Register and Nguoi Viet.
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 already garnered nearly 13,000 views to date.
This year, the City also introduced an LED video truck located in the parade participant queue area which displayed the live stream of the parade. This allowed participants, waiting in the staging area, to view the opening ceremony and parade in real time. The new addition was very well received.
Parade Sponsors
This year, the City secured sponsorships totaling $127,223, a significant increase from last year’s total of $51,500. This increase reflects expanded sponsorship efforts, including support from the Westminster Tet Parade Foundation, which assisted in fundraising and sponsor outreach. Of the total sponsorships, over $60,000 was raised directly through the Foundation’s efforts.
Parade Entrants
The parade featured 80 parade entries. Many included multiple vehicles, mixed components, and walking groups such as marching bands, non-profit organizations, schools, and performers.
In celebration of the “Year of the Horse” the parade featured five equestrian entries, along with a horse-drawn carriage carrying the City Council Members, adding a unique and culturally relevant element to the event. Staff estimates approximately 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. 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. This year’s parade featured more dynamic and engaging entries, enhancing the entertainment value of the event and contributing to a positive reception from the community.
The City’s float featured an upgraded design with vibrant decorations that captured the “Spring of Unity” theme and celebrated the “Year of the Horse.” For the first time, the City partnered with a local small business, Art Supply Warehouse, to create a community mural, inviting residents to contribute to a collaborative art piece at their store leading up to the parade. The completed mural was displayed on the back of the City’s float, highlighting community engagement and creativity.
The City’s participation in the parade included 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, reflecting the range of City services and programs.
Parade participants were excited to be a part of the event, with many new groups and organizations joining this year. Most have already expressed interest in returning in 2027. 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. Staff also received positive feedback noting improved pacing and overall flow of the parade.
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.
The Police Department continued implementation of enhanced public safety strategies to ensure the safety of attendees, participants, staff, and surrounding businesses and residents. These strategies included additional traffic control elements such as barricades and barriers, as well as increased police staffing levels to support heightened vigilance and rapid response capabilities. Key measures included:
• Uniformed personnel assigned to all five hard closure points (assisting agencies included Cypress and Seal Beach).
• Nearly all driveways between Magnolia Street and Bushard Street were secured with marked and unmarked police vehicles.
• Westminster Police Department’s armored rescue vehicle was utilized.
• Two Anaheim Mounted Unit officers provided support.
• 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.
These measures have become standard operating procedures for the event.
Communication between police personnel and the City administration remained 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.
A total of 151 Police Explorers and 21 Explorer Advisors supported the event from approximately 6:30 a.m. to 1:30 p.m. These Explorers played vital roles, including assisting with traffic control, crowd management, and general security measures. The following outside agencies generously provided Police Explorers: Anaheim, Brea, Buena Park, Costa Mesa, Cypress, Fullerton, Garden Grove, Irvine, La Habra, La Palma, Orange, Santa Ana, Seal Beach, Tustin, and the Orange County Sheriff’s Department.
The parade continues to provide valuable 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. Their presence helped ensure a safe and secure environment for everyone in attendance, while also providing substantial staffing support that enhanced the operation without additional cost to the City.
Street Closures and Traffic Impacts
Traffic control services were provided by a private state-licensed contractor. The roadways were closed in accordance with the approved traffic control plan and in line with the public notice that was mailed to all businesses and residences in the affected area. Streets were closed earlier than in previous years to allow adequate time for event setup, staging operations, and coordination among vendors, staff, and public safety personnel.
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 150 City staff members worked a combined 1,214.5 hours on parade day, reflecting a more efficient utilization of staff compared to the previous year’s 168 City staff members and 1,532.65 hours. This reduction reflects successful efforts to streamline operations, enhance coordination, and optimize staffing without impacting the event service levels.
This total includes 12 Police personnel, accounting for 102.75 hours and $10,977.42 in staffing costs, which were funded through a grant. While these costs are included to reflect the full staffing effort required for the event, the grant funding is shown separately as an offset and is not guaranteed annually.
Other Notables
Due to its success over the last two years, the shuttle service provided by Abrazar, Inc. for parade participants and attendees was offered again this year. The shuttle service provided round trip transportation to an estimated 200 riders to and from City Hall and the parade participant queueing 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 received numerous positive comments from the public, with many stating that the parade was the most exciting yet and ran very smoothly.
Attendance for the parade ranges from 15,000 to 20,000, demonstrating strong community support. This year, geofencing data tracked over 15,600 unique (trackable) visitors to the site from Magnolia Street to Bushard Street along Bolsa Avenue on parade day. While lower than last year’s 19,500, this variation may be attributed to differences in tracking conditions and does not necessarily reflect a decline in overall attendance. While not perfect, geofencing continues to represent the best available data source for estimating attendance at an event of this nature and scale.
2026 Tet Parade Budget Expenditures and Revenues
The initial estimated budgeted cost of the parade was $200,000.
Below is a breakdown of the expenditure and revenue; there may be slight adjustments made as final invoices are provided to the City by vendors and until the reconciliation process is finalized.
|
2026 Tet Parade Expenditures |
Cost |
|
Advertising |
$7,999.36 |
|
Bleacher Rental (Grandstand Seating) |
$5,389.75 |
|
City Horse Carriage |
$2,200.00 |
|
Council Car Magnets, Decals, and Supplies |
$483.94 |
|
Design, Construction, and Operation of City Float |
$15,300.00 |
|
Equipment and Supplies |
$5,629.88 |
|
Event Flags (Equipment and Installation along Bolsa Avenue) |
$3,500.00 |
|
Event Production and Rentals (Stage, Sound, AV, LED Truck, Generator, Canopies, Tables, Chairs, Media Risers, and Labor) |
$19,485.00 |
|
Meals (Green Room, Staff, and Explorers) |
$8,634.26 |
|
Opening Ceremony Entertainment (Firecrackers, Drums, and Lion Dancers) |
$8,000.00 |
|
Parade Car Rentals for Council |
$820.00 |
|
Portable Restrooms (Public and VIP) |
$8,187.95 |
|
Postage |
$571.28 |
|
Program |
$3,272.04 |
|
Security Guards |
$3,790.00 |
|
Shuttle Service |
$1,000.00 |
|
Traffic Management |
$85,696.21 |
|
Total |
$179,959.67 |
|
2026 Tet Parade Entry Fee Revenue |
Entry Fees |
|
Non-Profit |
$8,900.00 |
|
Business/Government |
$18,000.00 |
|
Total |
$26,900.00 |
|
2026 Tet Parade Sponsorships |
Monetary Amount |
|
Dao Medical Group* |
$25,000.00 |
|
Westminster School District |
$25,000.00 |
|
Teletron Luxury Lifestyle* |
$10,000.00 |
|
Westminster Tet Parade Foundation* |
$8,223.00 |
|
Coast Community College District |
$5,000.00 |
|
Ido Home Pro* |
$5,000.00 |
|
Midway City Sanitary District |
$5,000.00 |
|
Orange County Water District |
$5,000.00 |
|
Pechanga Resort Casino* |
$5,000.00 |
|
Westminster Municipal Employees’ Association |
$5,000.00 |
|
Westminster Police Officers’ Association |
$5,000.00 |
|
Astiva Health |
$2,500.00 |
|
Avanta |
$2,500.00 |
|
Gastrointestinal & Liver Consultants |
$2,500.00 |
|
Lee’s Sandwiches |
$2,500.00 |
|
Advance Beauty College* |
$1,000.00 |
|
Beach Cities Toyota Westminster |
$1,000.00 |
|
Clever Care Health Plan |
$1,000.00 |
|
Dr. Cao Minh Hung - Brighter Smile Dental* |
$1,000.00 |
|
Garden Grove Unified School District |
$1,000.00 |
|
Golden Sea Restaurant* |
$1,000.00 |
|
In Memory of Mr. William Dang Minh Cao* |
$1,000.00 |
|
McDonald’s of Westminster/Ruby Corp. |
$1,000.00 |
|
New Hope for Disadvantaged Children Charity* |
$1,000.00 |
|
Ngu Binh Fountain Valley Restaurant* |
$1,000.00 |
|
Nuvision Credit Union |
$1,000.00 |
|
Pho Lab Restaurant* |
$1,000.00 |
|
Santa Ana College |
$1,000.00 |
|
Shopoff Realty Investments, Bolsa Pacific |
$1,000.00 |
|
Total |
$127,223.00 |
*Sponsors identified with an asterisk (*) were secured with the support from the Westminster Tet Parade Foundation
|
2026 Tet Parade In-Kind Sponsors |
Description |
Estimated Value |
|
Angels Baseball |
Radio spots, “Big A” Rotational Digital Advertisement, game tickets, and swag |
$12,800.00 |
|
Art Supply Warehouse |
Community mural |
$1,585.00 |
|
Chick-fil-A Beach Blvd. |
Discount |
$802.11 |
|
Cong Đong Viet Nam Nam Cali (Vietnamese Community of Southern California) |
Altar |
$500.00 |
|
Country City Towing |
Stand-by towing & crew |
$1,000.00 |
|
Emergency Ambulance |
Stand-by ambulance |
$1,000.00 |
|
Enterprise Mobility |
Discount on car rentals for Council (3 cars) |
$437.28 |
|
Lee’s Sandwiches |
Coffee and waters |
$250.00 |
|
Media Partner Discounts |
Discounted advertising rates |
$600.00 |
|
Midway City Sanitary District |
Trash bins drop off and disposal services |
$5,000.00 |
|
Orange County Fire Authority |
Special event medics |
$620.00 |
|
|
Total |
$24,594.39 |
|
Total Cost |
|
|
Expenditures |
$179,959.67 |
|
Personnel for Day of Event |
$63,596.33 |
|
Total Cost |
$243,556.00 |
|
Total Revenue and Offsets |
|
|
Parade Entry Fees |
$26,900.00 |
|
Sponsorships |
$127,223.00 |
|
Estimated In-Kind Contributions |
$24,594.39 |
|
Grandstand Seat Revenue |
$1,900.00 |
|
Grant Funding (Police Overtime) |
$10,977.42 |
|
Total Revenue/Offsets |
$191,594.81 |
|
|
|
|
Total Cost to the City |
$51,961.19 |
Below is a comparison of total expenditures and revenue to the previous year:
|
Totals |
2026 |
2025 |
|
Expenditures |
$179,959.67 |
$167,462.88 |
|
Personnel for Day of Event |
$63,596.33 |
$72,138.71 |
|
Parade Entry Fees |
$26,900.00 |
$21,850.00 |
|
Sponsorships |
$127,223.00 |
$51,500.00 |
|
Estimated In-Kind Contributions |
$24,594.39 |
$8,057.18 |
|
Grandstand Seat Revenue |
$1,900.00 |
$1,898.00 |
|
Grant Funding (Police Overtime) |
$10,977.42 |
- |
|
Total Cost to the City |
$51,961.19 |
$156,296.41 |
Date Selection for the 2027 Tet Parade
The first day of the Lunar New Year in 2027 is Saturday, February 6.
Staff is providing three potential dates for the 2027 Tet Parade:
• Saturday, February 6, 2027
• Sunday, February 7, 2027
• Saturday, February 13, 2027
It is worth noting that Presidents Day in 2027 falls on Monday, February 15. 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.
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, Sundays generally incur higher charges from vendors, and these higher rates 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 2026 Tet Parade overview and select a date for the 2027 Tet Parade. Selecting a date will allow staff to begin outreach to participants and sponsors. Funding for the 2027 Tet Parade will be included in the 2026-27 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