CC - Item 9C - Chinese (Lunar) New Year Event ProposalROSEMEAD CITY COUNCIL
STAFF REPORT
TO: THE HONORABLE MAYOR AND CITY COUNCIL
FROM: JEFFRY ALLRED, CITY MANAGER
DATE: OCTOBER 13, 2009
SUBJECT: CHINESE (LUNAR) NEW YEAR EVENT PROPOSAL
SUMMARY
At its regular meeting on August 25, City Council requested that staff research and
propose a Lunar (Chinese) New Year vendor fair. Staff has contacted potential vendors
and sponsors, met with a regional promoter of similar events and representatives from
two local Chambers of Commerce, and reviewed potential costs. Due to a lack of funds
and the limited timeframe to prepare an event, staff is proposing that any event related
to Chinese New Year be delayed until fiscal year 2010-2011.
Staff Recommendation
This item is only for discussion. No City Council action is requested at this time.
ANALYSIS
As City Council is aware, there are several large scale events held regionally in
celebration of the Lunar New Year. These include events in Chinatown, Monterey Park,
and Alhambra-San Gabriel. In addition, there is an annual TET celebration held at
Whittier Narrows Regional Park in commemoration of the Lunar New Year and the
annual Asian American Expo at the Pomona Fairplex features a variety of activities
specifically designed to celebrate the New Year.
These events, which have been celebrated for more than a decade, are hosted by
Chambers of Commerce or other non-profit organizations with the assistance of
promoters. Operational costs for some of these events are $100,000 to $200,000
annually, some of which is underwritten through corporate sponsorships. They attract
anywhere from 50,000 to more than 100,000 participants.
In attempting to develop a proposal for an event in Rosemead, staff met with EDI
Media, Inc. EDI hosts an annual event in the Walnut-Diamond Bar area which includes
70 vendors, food booths, and entertainment. EDI indicates a willingness to assist with a
Rosemead event. They would be primarily responsible for coordinating vendors (up to
100) and specialized entertainment. The representative from EDI suggests that such an
ITEM NO.
City Council Meeting
October 13, 2009
Page 2 of 2
event would cost approximately $35,000. Some of the cost, he believes could be
recovered from fees charged to participating vendors.
Further, staff met with representatives from the Rosemead and San Gabriel Valley
Chinese Chambers of Commerce to discuss their involvement and the potential
involvement by local businesses and community organizations. Both expressed concern
about the short timeframe to prepare an event of the proposed magnitude. Additionally,
staff contacted 35 local businesses and organizations to survey their interest in an
event. Two-thirds of the businesses expressed a willingness to participate or a desire
for further information.
The planned proposal was for an event to be conducted on a Saturday in January or
February at Rosemead Park to include vendor booths (food and merchandise), live
entertainment, and children's attractions. Assistance in event development would be
provided by a promotional company that would help in procuring vendors, contracting
entertainment, and event promotion. All of which makes it similar to Oktoberfest.
However, as no funds are currently budgeted for such an event and there is only 90
days to prepare the event, staff is proposing that an event be postponed until the 2010-
2011 fiscal year. The event could be accomplished in either of two ways:
Shift Oktoberfest resources to create an event that corresponds with community
demographics. The existing budget is sufficient to conduct a multi-;ultural family
event in conjunction with the Lunar New Year.
As the Rosemead Chamber of Commerce has expressed interest in hosting the
event, the City could offer minimal fiscal and staff support and the facilities to
assist the organization in offering the event, which would be, largely, sponsored
by the business community.
Either option limits additional costs to the City, but meets the social and recreational
needs of the Rosemead community.
PUBLIC NOTICE PROCESS
This item has been noticed through the regular agenda notification process.
FISCAL IMPACT
As this item is propgseMonly for discussion, there is no fiscal impact.
Director