CC - Item 6D - Request Regarding Cinco De Mayo and Lunar New Year EventsROSEMEAD CITY COUNCIL
STAFF REPORT
TO: THE HONORABLE MAYOR AND CITY
FROM: JEFF STEWART, INTERIM CITY MANAGER
DATE: MAY 12, 2009
SUBJECT: REQUEST REGARDING CINCO DE MAYO AND LUNAR NEW YEAR
EVENTS
SUMMARY
At the City Council Meeting of April 28, Council Member Polly Low requested that staff
research the possibility of developing special events in celebration of Cinco de Mayo
and the Lunar (Chinese) New Year.
Background
For many years, the City celebrated Cinco de Mayo at Garvey Park. The full-day festival
featured activities for all ages including music, dancing, and a variety of other live
entertainment, games, attractions, and food. The event was eventually discontinued due
to steadily declining attendance. The event cost approximately $7,500 (for
entertainment, equipment, and supplies) in addition to staff. It was last held in 2005.
Seniors in Rosemead, however, still celebrate Cinco de Mayo. Approximately 300
seniors attended this year's event at the Rosemead Community Recreation Center on
Tuesday, May 5. It featured live music, dancing, and refreshments.
Further, Radio station Que Buena (FM 105.5) continues to host an annual event at
Whittier Narrows Regional Park which features a full-scale carnival, popular bands,
dancing, and community organizations. According to the San Gabriel Valley Tribune,
approximately 100,000 people attended this year's festival the weekend of May 3. This
and similar fetes may have contributed to the waning interest in Rosemead's event.
In 2006, the Cinco de Mayo commemoration was replaced by an International Fair at
Rosemead Park. It featured multi-cultural entertainment, food, and game booths, and
was held in October. It was not well attended, and was replaced by Rosemead's first-
ever Oktoberfest in 2007. Oktoberfest features adult and youth stage entertainment,
children's carnival, and 100 community and business booths selling food, crafts, and
miscellany. Thousands attend the event, which significantly increased attendance at our
annual Haunted House at Rosemead Pool as well. Oktoberfest has also served as a
vehicle for fundraising in support of historic Savannah Cemetery.
APPROVED FOR CITY COUNCIL AGENDA: ITEM NUMBER'.
City Council Meeting
May 12, 2009
Page 2 of 2
Rosemead seniors have celebrated Chinese New Year at Garvey Center for a number
of years. The dinner, dancing, entertainment, and raffles draw 250 seniors to the annual
event. As with most of our senior celebrations, the event quickly sells out. There have
been no other City-sponsored efforts to celebrate the Lunar New Year.
Locally, the City of Monterey Park's Business Improvement District Advisory Committee
hosts a 2-day Chinese/Lunar New Year celebration. The event, in its eleventh year, is
free to the public. It is located on Garvey Avenue-less than 1 mile from Rosemead's
western border at Garvey and New. The 2009 festival featured a "Kids Zone," carnival
rides, "Cultural Zone," dumpling cook-off, talent/Karaoke contest, live entertainment
featuring traditional performances, and 120 community organization, vendor, and
business booths. The event is supported by more than 100 sponsors, and was attended
by approximately 70,000 regional residents. It is coordinated with the assistance of a
specialized professional event producer and costs in excess of $100,000 (including
$20,000 in BIDAC funding, sponsorships, and booth sales and other event revenues).
The event is financially self-sustaining. Similar festivals are also held in Alhambra, Los
Angeles, and Rowland Heights. Given the brief window for such celebrations, these
could limit Rosemead's access to vendors, entertainment, and participants.
While we have yet to host a city-wide Lunar New Year celebration, the Parks and
Recreation Department can develop a smaller scale event that is distinctly Rosemead. It
would include traditional entertainment, games, attractions, and food and Rosemead
Park would serve as the venue.
Staff Recommendation
Staff recommends against development of a Cinco de Mayo event due to demonstrated
community disinterest, but recommends creation of a special event in celebration of the
Lunar New Year as one has never been hosted in Rosemead.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
FISCAL IMPACT
With City Council's authorization, funds for new events can be included in the proposed
Fiscal Year 2009-2010 Budget.
Submitted by:
David Montgomery-Scott
Parks & Recreation Director