CC - Item 6A - Consideration of Replacement of Annual Lunar New Year Family Festival with Moon FestivalROSEMEAD CITY COUNCIL
STAFF REPORT
TO: THE HONORABLE MAYOR AND CITY COUNCIL
FROM: JEFFRY ALLRED, CITY MANAGER
DATE: June 10, 2014
SUBJECT: CONSIDERATION OF REPLACEMENT OF ANNUAL LUNAR NEW YEAR
FAMILY FESTIVAL WITH MOON FESTIVAL
SUMMARY
In 2009, City Council approved creation of the City of Rosemead's Lunar New Year Family
Festival. The Festival was operated in partnership with EDI Media through 2013. In 2014, the
City assumed sole event operation. Due to a proliferation of similar area events and date -
related conflicts, attendance has been lower than anticipated and vendors are increasingly
unwillingly to participate.
Following a discussion with Council Member Polly Low, it is believed that the community might
be better served by shifting resources towards the celebration of the Chinese Moon Festival.
The Moon (or Mid - Autumn) Festival is the second most celebrated of Chinese cultural events.
Locally, there are few agencies that offer events against which there would not be any
significant competition for attendance or vendors. The City has received a proposal from Sing
Tao Newspapers of Los Angeles to serve as organizer of an event for the afternoon /evening of
August 23, 2014 along Valley Boulevard between Ivar and Walnut Grove Avenues.
Staff Recommendation:
That the City Council authorize the execution of an agreement with Sing Tao Newspapers of
Los Angeles to organize and operate a Moon Festival event along Valley Boulevard on August
23, 2014.
ANALYSIS
The City of Rosemead has hosted its Lunar New Year Family Festival annually since 2009.
Staff met with Council Member Polly Low to evaluate the success of the Lunar New Year Family
Festival. The assessment concluded that attendance at the event has never reached anticipated
levels for attendees or vendors. This is a direct result of the significance of the Lunar New Year
(it is the largest cultural celebration of its kind) and many area cities /agencies host a celebratory
event. Some of those events have been in operation for decades. There are few available dates
from which to select, decreasing numbers of available vendors to participate, and, due to over -
saturation, fewer people who attend those events, like the City of Rosemead's festival, that are
held after the actual Lunar New Year date (which shifts annually). Many of those who do attend
Rosemead's event are non - residents.
ITEM NUMBER: (9
City Council Meeting
June 10, 2014
Page 2 of 3
Given the importance of community events in Rosemead, two options were discussed to ensure
that community needs still be met. The first option considered development of a multi - cultural
event that combined existing resources of the Lunar New Year Family Festival and the Fall
Fiesta to create a large -scale community event that celebrates Rosemead's broad cultural
diversity. The second consideration was to shift Rosemead's celebration to coincide with the
Moon Festival, which occurs on the 15'" day of the 8'" Month of the Chinese calendar
(traditionally early September to early October) and is a celebration of family and harvest time.
As much of the success of similar cultural events is the result of contracting an event
organizer /promoter and Sing Tao Newspapers has provided a proposal to serve in that capacity,
the Moon Festival celebration appears the better event option. This year, the Moon Festival falls
on September 8. Sing Tao is proposing to co- sponsor and organize an event on behalf of the
City of Rosemead on August 23, 2014, from 5 to 10 p.m., along Valley Boulevard from Ivar to
approximately Walnut Grove. Despite the short lead time, Sing Tao is confident that can
organize a successful event.
For its part, Sing Tao proposes to provide stage entertainment, vendor booths, and children's
activities. They will also be primarily responsible for marketing and promotion of the event.
Stage activities will consist of opening ceremonies and four hours of performances to include
Filipino Kids Dance, Chinese Fan Dance, Lion Dance, Street Dance, Chinese and Japanese
Drum, Dumpling Contest and a Magic Show or similar performances. They propose 80 — 100
vendor booths of which 80% will be merchandise and service booths and 20% will serve food
(this may also include food trucks). Children's activities will be comprised of mechanical rides,
jumpers, inflatables, balloon animals, and face painting. Sing Tao will assume all costs related
to their proposed activities including rentals, permits, and physical set -up.
They are asking the City, as event co- sponsor, to provide the following at its own expense:
• $8,000 organizer's fee (to Sing Tao Newspapers)
• Contract with LA County Sheriff for event security
• Obtain LA County Fire Department permit(s)
• Contract with Traffic Engineer for Traffic Control Plan
• Provide street closure of three block section of Valley Boulevard effective Friday August
22, 11:00 p.m. to Sunday August 24, 12:00 a.m.
• Contract with Athens Services for street cleaning after the event
• Contract with Republic Services for two dumpsters and 50 trash bins
• Pay any event - related City staff costs (which should be minimal)
The City would ask Republic Services and other vendors to serve as event sponsors —part of
which would include providing the above referenced services. Further, Sing Tao organizing the
event will minimize staff involvement and the event would fall under the City's Amoeba Plan
resulting in no additional expenditures. Preliminary costs for the remaining items /activities is as
follows:
Contract with Sin Tao - $8,000
Contract with LASD $4,000
Traffic Control Plan $1,000
City Council Meefing
June 10, 2014
Page 3 of 3
Street Closure Contractor $1,000
Total $14,000
The above costs are estimates. Until further details are worked out, it is impossible to know
what actual costs may be. The proposed fiscal year 2014 -15 budget includes $12,000 for the
Lunar New Year event. These funds, if approved, would simply be used towards the proposed
Moon Festival celebration. Sponsorships /donations would also be sought to offset any
additional expenditures (including, as referenced, for needed services) to avoid exceeding the
proposed event budget.
This would be Rosemead's first foray into an on- street festival on Valley Boulevard. It is
believed that the highly visible location will increase attendance. While Valley Boulevard is
closed annually in conjunction with the July a Parade, the proposed event differs in that it does
not occur on a national holiday and the closure will remain in effect for 25 hours (as compared
to six). While the City cannot surmise potential negative impacts, staff will inform all area
businesses and residents of the proposed street closures and will do everything possible to
mitigate serious impacts. However, it is also believed that many businesses along Valley
Boulevard will benefit from the increased pedestrian traffic.
Finally, the event is scheduled to occur during late afternoon /evening hours. This attempts to
avoid the day -time temperatures associated with that time of year, which would likely increase
with the event held on the street. The proposed start time of 5:00 p.m. also permits adequate
time for event set -up.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
FISCAL IMPACT
The proposed fiscal year 2014 -15 budget includes $12,000 for the Lunar New Year Family
Festival. Staff will flex hours worked as part of the City's Amoeba Plan so as not to incur added
staff costs. Finally, City sought donations /sponsorships may provide additional funds to offset
rests.
:tor
- Attachments: Sing Tao Proposal
MEMO
SING 1N0 001LI
SING TAG NEWSPAPERS LOS ANGELES LTD.
Date: June 2, 2014
To: City of Rosemead
From: Sing Tao Newspapers Los Angeles LTD.
Proposal to the City of Rosemead
2014 Sing Tao Moon Festival
Dear David,
Enclose is the proposal that we've prepared for the City to consider co- hosting the 2014 Moon
Festival with Sing Tao Newspapers Los Angeles LTD (Sing Tao Daily) in August 2014.
Purpose of Event:
• Provide an opportunity for the community to recognize the harmony and diversity of City of
Rosemead and to appreciate the traditions and creativity among multi- ethnic groups;
• Provide an opportunity for City of Rosemead and local businesses to show case their specialties
and services.
Overview of Event:
An outdoor, open to public and free admission multi - cultural event
• Theme:
Chinese Moon Festival.
• Stage Entertainment:
Activities to be conducted in bilingual English & Chinese Mandarin.
Stage will hold approximately 4 hours of entertainment.
Performances include:
Opening Ceremony, Variety Dance including Filipino Kids Dance,
Chinese Fan Dance, Korean Dance, Lion Dance and Street Dance;
Chinese Drum, Japanese Drum, Dumpling Contest and Magic Show.
• Vender Booths:
80 — 100 (80% merchandise and service booth;
20% food booth)
• Children Activities:
Mechanical rides, Jumpers, inflated castles, balloons twisting and
face painting.
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Location of Event:
• On Valley Blvd., between Rosemead Blvd. and Bartlett Ave.
Date and Hours of Event:
• Saturday, August 23, 2014 (from 5:00 p.m. to 10:00 p.m.)
Street Closure/Set-up/Tear-down:
• Street Closure will start at 11:00 p.m. on Friday August 22, 2014.
• Mechanical Ride Setup will start at 12:00 p.m. on Saturday August 23, 2014.
• Vendor Setup will start at 3:00 p.m. on Saturday August 23, 2014.
• Clean -up will finish at midnight on Sunday August 24, 2014.
As a co- sponsor of the event
City of Rosemead is responsible for the following:
• $8,000 in advance co- sponsorship.
• Contract with LA County Sheriff for safety and security during the event.
• Obtain permission from County Fire Department.
• Contract with Traffic Engineer for Traffic Control Plan and get approval from all necessary
agencies.
• Contract with Athens Services for street cleaning after the event.
• Contract with Trash Company with two dumpslers and 50 trash bins; delivered by 12:00 p.m.
on Saturday August 23.
• Block traffic on the three block section on Valley Blvd between Rosemead Blvd. and Bartlett
Ave., effective on 11:00 p.m. Friday August 22 to 12:00 a.m. Sunday August 24.
• Expenses on all City Staffs during the entire event.
• Provide scooter /golf cart or some kind of transportation for Sing Tao Staff during the event.
• Allow curb parking on side streets and providing extra 300 parking spaces.
• Expenses on promotion with street banners (provide by Sing Tao), light pole banners, city
newspapers and digital signs starting 1 month preceding the event.
• Send out promotion flyers (provide by Sing Tao) to the neighborhood 2 weeks preceding the
event.
• Inviting Council- members to the opening ceremony.
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As a co- sponsor of the event
Sing Tao Daily is responsible for the following:
• Expenses for booth tents, performances on stage, sound system, tables, chairs, portable toilets,
hand wash sink and electric generators.
• Contract with cleaning company to cleanup during and after the event.
• Health Permit for each food vendor issued by LA County Health Department.
• Liability insurance to cover the entire event. Provides upon confirmation of event date.
• First Aid Supplies during the event.
• Recruiting student- volunteers as ushers, street patrol, parking patrol, cleaning crew, etc.
• Advertise the event through our daily newspapers and magazines 2 month prior to the event.
• Media coverage for the event.
• Offering 5 booths to Temple City.
This is a preliminary proposal and more details can be added if required. We sincerely ask City
of Rosemead to list any additional requirement for Sing Tao Daily to make the event successful.
Please feel free to contact me or my colleague, Ann Chen. I can be reached at 626 - 956 -8109 (office),
626- 347 -1265 (cell), or via email at mayli @sinelaola.com Ann Chen can be reached at
626 - 956 -8105, or via email at annchen @sinetaola.com We are also available to meet in person if
that's more convenient.
Sincerely,
May Li
Advertising & Marketing Manager
Sing Tao Newspapers Los Angeles LTD.
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