Westminster City Council
SUBJECT
Title
2025 Fall Festival Overview.
End
From: Vanessa Johnson, Community Services Director
Requested by: Administration
Prepared by: Tammy Huynh, Management Analyst
____________________________________________________________
RECOMMENDED ACTION
Recommendation
Receive and file.
BACKGROUND
The fourth annual Fall Festival returned to the Civic Center for a full weekend, Thursday through Sunday, September 25-28, 2025. The festival continued its tradition of celebrating the fall season with a vibrant carnival, games, diverse live entertainment, food, commercial/retail and non-profit vendors, beer garden, and a wide range of family-friendly and cultural activities.
Several new additions and attractions were introduced this year including having Fall Festival merchandise (shirts, tote bags, and hats) available for purchase, a custom interactive art mural collaboration with Art Supply Warehouse, the community Lotería game during Cultural Night on Thursday, and two new artisan vendor markets featuring local small businesses - The Makers Hive Market on Saturday evening and the Dreamers Market on Sunday.
Additionally, the festival featured TGI Food Trucks on Friday evening, offering a curated lineup of local food trucks that enhanced the dining experience, while commercial and non-profit vendors participated exclusively on Saturday and Sunday. The festival also added an elevated beer garden, and an LED video wall truck in the dining area which broadcasted live football games on Sunday.
This year’s festival footprint was once again optimized for flow and visibility. The carnival zone remained in the City Hall parking lot, offering a mix of thrill rides and attractions, while the stage and vendor village areas continued to occupy the Sunken Gardens and Jackson Street parking lot to create an open and accessible layout for attendees.
Pre-event planning began months in advance and included coordination with key members of each city department and consultants to ensure the success of all logistical, operational, and safety components. Vendor application packages, sponsorship decks, and entertainment interest forms were distributed to a wide range of potential interested parties, including local businesses, previous festival participants and sponsors, school districts, and public agencies.
Marketing
This year’s marketing campaign expanded beyond previous years’ strategies, with efforts encompassing television, radio, print ads, as well as extensive digital outreach and social media promotion. Staff actively participated in several interviews to promote the festival’s key highlights, attractions, and the value the event brings to the community.
Media and Digital Promotion:
New this year, the Community Services Director was featured on Beyond the Gates, a Laguna Woods talk show, to promote the festival. Staff also participated in interviews with several local television stations, including Saigon TV, VNA-TV (Vietnam America TV), AVA TV and IBC TV.
This year, staff placed an emphasis on producing more engaging, on trend, and interactive social media content. These posts incorporated video highlights with trending audio and fun videos involving staff to generate excitement and reach a broader audience online.
The Fall Festival was also featured on several popular platforms such as EventBrite, Kids Out and About, OrangeCounty.net, and Parenting OC’s e-newsletter, which included both a banner and spotlight ads, along with sponsored ads on Facebook and Instagram.
Print and Newspaper Advertising:
In addition to advertisements in traditional newspapers such as El Clasificado, Epoch Times, Nguoi Viet, Orange County News, Viet Bao, Vien Dong and Westminster Herald, new advertisements were placed in The Wave (the Orange County Register’s weekly paper) to further expand regional awareness. Ads were also displayed on El Clasificado newspaper wire racks at various businesses in Westminster and surrounding areas.
Community Outreach:
In the weeks leading up to the festival, staff distributed thousands of flyers at city and community events, including the Summer Movies and Music Series and at the Asian Garden Mall’s Night Market, where custom hand fans featuring Fall Festival information were given out. Posters and banners were produced 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 e-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, The Makers Hive Market, Dreamers Market and other community collaborators lent their support in spreading the word. These organizations helped promote the festival through their own extensive networks, reaching families, students and local artisans.
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.
Once again, staff 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
New this year, staff implemented a two-tiered vendor fee structure, offering discounted rates for vendors who supplied their own booth infrastructure. This adjustment was designed to support small business participation while maintaining event quality.
The festival offered a broad mix of food, commercial, and non-profit vendors, creating a diverse marketplace. The expanded food and beverage lineup represented a range of culinary offerings, including Korean, Japanese, Filipino, Hawaiian, Mexican, Vietnamese, and American cuisines, along with an array of desserts and specialty beverages.
“TGI Food Trucks” was featured on Friday evening, providing a curated selection of local favorites. In total, the festival hosted 29 food vendors, and 26 commercial and non-profit vendors. Commercial and non-profit vendors participated exclusively on Saturday and Sunday.
The beer garden returned with a new feature - Tap Truck Orange County, serving craft beers and seltzer-based drinks from a converted vintage classic truck. The addition was a crowd favorite and enhanced the overall festival experience.
The Embrace Aging Senior Expo also returned, featuring 44 vendors and continued to be a well-received component of the festival by connecting seniors with valuable resources and services. Meanwhile, The Makers Hive Market featured approximately 20 vendors, and the Dreamers Market showcased 35 vendors, offering attendees expanded shopping opportunities featuring local artisans, crafters, and small businesses.
Entertainment
The festival showcased a diverse lineup of more than 25 live performances on our grand main stage featuring professional lighting, special effects, an LED video screen and illuminated dance floor that enhanced the overall experience for performers and audiences alike. The carefully curated schedule featured something for everyone:
• Thursday: Westminster School District student performances, La Quinta High School Baile Folkloriko Group, OC Mariachi Band, Huntington Beach Adult School Sin Fronteres (folklorico), and THE Band (Latin band).
• Friday: The Brightsiders (high school teachers rock band), Welcome Ceremony, Your Mom 90’s To Now, Lightspeed Saber, and Levitating Tribute (modern pop/Dua Lipa cover band).
• Saturday: Joe Saunders Three-O (cover band spanning decades), Westminster Arts Academy, Zumba, Miss Vietnam SoCal & 3AM, ACME Time Machine (50’s to 60’s rock band), APA Dance Company, Locked out of Heaven (Bruno Mars cover band), Cau Lac Bo Tinh Nghe Si, Lac Hong Performing Arts, and Moonflower (variety show).
• Sunday: La Quinta high School Choir, Temple Prime, Upstream (Caribbean and steel drum band), Megan the Bubbleologist, Funk Station (funk, soul and R&B band), Total Request: Live Band Karaoke, Leiali’inani Academy, and Sega Countryside (country hits from the 90’s to now).
Carnival Rides and Activities
The carnival once again featured 15 rides ranging from thrill rides to children’s attractions, along with a Ferris wheel, bumper cars, and games. The expanded Kids Activities Area featured activities led by volunteer groups including Union of Vietnamese Student Associations (UVSA), Hearts for Patients, Color in Dreams, Marina High School UNICEF, and the City’s Youth Committee.
This year’s collaboration with Art Supply Warehouse brought a new festival art component - an interactive art mural, which was also featured in the Kids Activities Area.
Budget Revenue and Expenditures
Below is a breakdown of the 2025 Fall Festival revenue and expenditures:
|
2025 Fall Festival Vendor Fees |
Amount |
|
Vendor Fees |
$33,143.80 |
|
|
|
|
Total |
$33,143.80 |
|
2025 Fall Festival Sponsorships |
Level |
Amount |
|
CalOptima Health |
Title |
$10,000.00 |
|
Westminster School District |
Platinum |
$7,500.00 |
|
Westminster Municipal Employees’ Association |
Diamond |
$5,000.00 |
|
Westminster Police Officers’ Association |
Diamond |
$5,000.00 |
|
H Mart |
Diamond |
$5,000.00 |
|
Midway City Sanitary District* |
Diamond |
$2,500.00 |
|
Garden Grove Unified School District |
Gold |
$2,500.00 |
|
Gastrointestinal & Liver Consultants |
Gold |
$2,500.00 |
|
New York Life Insurance Company |
Gold |
$2,500.00 |
|
Raising Cane’s |
Gold |
$2,500.00 |
|
Y & G Income Tax and Multi-Services |
Gold |
$2,500.00 |
|
Hirsch & Associates, Inc. |
Silver |
$1,000.00 |
|
Honda World Westminster |
Silver |
$1,000.00 |
|
McDonald’s of Westminster |
Silver |
$1,000.00 |
|
Shopoff Realty Investments |
Silver |
$1,000.00 |
|
Southern California Edison |
Silver |
$1,000.00 |
|
STIIIZY |
Silver |
$1,000.00 |
|
A & D Auto Center, Inc. |
Bronze |
$ 500.00 |
|
Goi LeLe LLC (Cong ty goi Tien Goi Le Le) |
Bronze |
$ 500.00 |
|
Westminster Memorial Park & Mortuary |
Bronze |
$ 500.00 |
|
First Bank |
Festival Friend |
$ 250.00 |
|
|
|
|
|
|
Total |
$55,250.00 |
*Midway City Sanitary District was recognized as a Diamond Sponsor in acknowledgement of both its $2,500 monetary contribution and its in-kind donation of two large dumpster bins, valued at approximately $2,500.
|
2025 Fall Festival In-Kind Sponsors |
Description |
Estimated Value |
|
“O” de Kirei |
Eight gift cards |
$680.00 |
|
Art Supply Warehouse |
Interactive art mural |
$ 500.00 |
|
DI Graphics |
Donation of 140 staff shirts |
$1,820.00 |
|
Emergency Ambulance |
Stand-by ambulance |
$1,000.00 |
|
Haole Boys Shaved Ice |
Shaved ice donation for stage game |
$ 50.00 |
|
Innovative Fence |
200 feet of event fencing |
$1,000.00 |
|
Midway City Sanitary District |
Two large dumpster bins |
$2,500.00 |
|
Wienerschnitzel #177 |
2,200 hot dogs, chili, and gift basket |
$ 595.00 |
|
|
Total |
$8,145.00 |
|
2025 Fall Festival Other Contributions |
Amount |
|
Entertainment Expenses |
$22,400.00 |
|
|
|
|
Total |
$22,400.00 |
|
2025 Fall Festival Additional Revenue |
Amount |
|
Carnival |
$10,724.80 |
|
Festival Merchandise |
$ 680.00 |
|
|
|
|
Total |
$11,404.80 |
|
2025 Fall Festival Expenditures |
Cost |
|
Entertainment (bands and performers) |
$22,750.00 |
|
Equipment/Rentals (stage, lighting, sound system, restrooms, hand washing stations, canopies, chairs, tables, umbrellas, generators, technicians, barricades, etc.) |
$50,233.78 |
|
Marketing (postage, newspaper and social media ads, bus shelter ads, banners, posters, yard and flutter signs, program printing, media, etc.) |
$12,093.03 |
|
Supplies (festival merchandise, materials, decorations, prizes and games for Lotería, food for staff, etc.) |
$6,580.47 |
|
|
|
|
Total |
$91,657.28 |
|
2025 Fall Festival Totals |
|
|
Revenue |
$122,198.60 |
|
Expenditures |
$ 91,657.28 |
|
|
|
|
Total Net Revenue |
$ 30,541.32 |
|
|
|
|
Event Staffing |
$ 71,507.39 |
Below is a comparison of total revenue and expenditures to the previous year:
|
Totals |
2025 |
2024 |
|
Vendor Fees |
$33,143.80 |
$47,065.00 |
|
Sponsorships |
$55,250.00 |
$30,500.00 |
|
Other Contributions |
$22,400.00 |
$22,479.00 |
|
Carnival Revenue |
$10,724.80 |
$12,784.60 |
|
Festival Merchandise* |
$ 680.00 |
|
|
Total Revenue |
$122,198.60 |
$112,828.60 |
|
|
|
|
|
Expenditures |
$91,657.28 |
$91,999.40 |
|
|
|
|
|
Total Net Revenue |
$30,541.32 |
$20,829.20 |
|
|
|
|
|
Event Staffing |
$71,507.39 |
$55,272.33 |
*New for 2025: This revenue source was added this year.
Compared to 2024, carnival revenue saw a noticeable decline. Vendor revenue also decreased because of the new two-tier pricing structure and an adjusted vendor schedule, with commercial and non-profit vendors participating only on Saturday and Sunday; however, overall expenses remained comparable. Sponsorship revenue increased significantly, reflecting stronger business and community investment.
Logistics and Staffing
Onsite set-up of an event of this scope is extensive and required that most of the City Hall parking lot be closed during the week leading up to event date. The Public Works, Community Services & Recreation, and Police Departments played a vital role in 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. 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 participation reached its highest level to date, enhancing the overall event experience. A total of 47 community volunteers from organizations including UVSA, Hearts for Patients, Color in Dreams, Marina High School UNICEF, the City’s Youth Committee, and members of the Family Resource Center’s Community Engagement Advisory Committee (CEAC) contributed approximately 201 hours throughout the weekend. An additional 50 Westminster Police Explorers and 9 advisors provided substantial event support, with volunteer coverage across six shifts for 257 hours from Thursday through Sunday.
Combined, these volunteer efforts totaled an estimate of 458 hours, representing an estimated value of $15,934, based on the standard rate of volunteer time in 2025. These efforts strengthened community engagement and provided essential event support.
Of note, the event was financially self-sustaining again this year, with revenue covering all direct 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.
Attendance
The event proved to be popular among residents and drew visitors from well beyond the city boundaries. While attendance declined slightly compared to previous years, community feedback remained positive. Staff will continue refining marketing and programming strategies to encourage future attendance growth. Based on geofencing data, estimated attendance for the past three years is as follows below. It should be noted that geofencing data relies on mobile phone signals and may not capture all attendees accurately, so figures should be considered approximate. These statistics do somewhat coincide with the decrease in carnival revenue which may have also been influenced by factors such as the current political environment, rising costs of rides and attractions, and broader economic conditions that may affect discretionary spending and attendance at large events.
|
Year |
Estimated Attendance |
|
2023 |
11,300 |
|
2024 |
10,300 |
|
2025 |
7,692 |
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 2025-26 budget. No adjustment is needed.
LEGAL REVIEW
The City Attorney’s Office has reviewed as to form.
CONCLUSION
The 2025 Fall Festival proved to be another successful community event, offering a full weekend of entertainment, cultural celebration, and family-friendly fun. The 2026 Fall Festival weekend is scheduled to take place on Thursday, September 24 through Sunday, the 27, which is again the first full weekend of Fall. Budget consideration will be included in the FY 2026-27 budget process.
ATTACHMENTS
None.
REVIEWED BY
Erin Backs, Finance Director
City Attorney’s Office
Christine Cordon, City Manager