HomeMy WebLinkAbout06/02/2015 03Ai Central Washington State Fair - Quarterly ReportITEM TITLE:
SUBMITTED BY:
SUMMARY EXPLANATION:
BUSINESS OF THE CITY COUNCIL
YAKIMA, WASHINGTON
AGENDA STATEMENT
Item No. A.i.
For Meeting of: June 2, 2015
Central Washington State Fair - quarterly report.
Resolution: Ordinance:
Other (Specify):
Contract: Contract Term:
Start Date: End Date:
Item Budgeted: Amount:
Funding Source/Fiscal Impact:
Strategic Priority:
Insurance Required? No
Mail to:
Phone:
APPROVED FOR
SUBMITTAL:
RECOMMENDATION:
ATTACHMENTS:
Description
report
City Manager
Upload Date
Type
Cover IMleirttno
.......
"'"'•
STATE FAIR PARK
Oirtf;,4bi7fan
To: Tony O'Rourke, Yakima City Manager
From: Greg Stewart, President and General Manager of State Fair Park
Date: May 28, 2015
Re: Quarterly Report Format and March 2015 Quarterly Report
The Yakima Valley SunDome at State Fair Park had a very strong 11' quarter. While events take place
year-round in this venue, hotel room night generation and overall economic impact is especially significant
for the Yakima Valley during this time frame.
Due to not having a sample report to refer to, we have assembled a five (5) section outline/report for your
review. Sections 1, 11, and 111 will be updated and sent to you quarterly. Sections IV and V have been
provided to give you detailed insight to our current operational expenses for sales/marketing as well as a
long term outline to enhance our outreach.
Section I Overview of Events Held in the Yakima Valley SunDome 1sIquarter 2015
Section II 2015 Year at Glance Calendar of Confirmed Events to date in the Yakima Valley SunDome
(Does not include future bookings).
Section III TicketsWest reports indicating tickets purchased by phone or internet outside a 50 mile
radius for public ticketed leisure events (e.g. Gabriel Iglesias)
Section IV Overview of current Yakima Valley SunDome at State Fair Park Annual Marketing Efforts
and Expenses
Section V Outline of future needs for Sales/Marketing Efforts and Expenses
The $100,000 allocation toward offsetting a portion of our current operational expenses for sales/marketing
in 2015 is appreciated. We look forward to building on our relationship with the City of Yakima in years to
come to expand our collaborative efforts with impactful results.
We want to thank the City of Yakima for your financial assistance in keeping our efforts alive and feasible.
State Fair Park — Home of the Yakima Valley SunDome and Central WA State Fair is an important and
substantial economic generator for the Yakima Valley.
Section 1
Jan
Feb
Mar
First Quarter - 2015 Event Tracking Report (SunDome Only)
Name of Event
'Ag. Expo
*Seattle Mariners Caravan
Yak Co Cattlemen's Association Dinner
January Total
Rod's House Fundraiser Dinner
*Professional Bull Riders (PBR)
*The Original Harlem Globetrotters
*Central WA Sportsmen Show
*""Central WA Home Show
February Total
*WIAA H.S. Basketball Tourn 1A & 2A
**Gabriel Iglesias
"WIAA Dance & Drill
March Total
Year to Date
Dates
1/6-10/15
1/12/2015
1/24/2015
2/6/2015
2/12-14/15
2/18/2015
2/19-22/15
2/25-3/2/15
3/4-7/15
3/20/2015
3/26-28/15
Tickets
# of outside
days 50+ miles
5
1
1
7
1
3
1
4
6
15
4
1
3
8
30
327
56
778
1161
Hotel Economic
Nights Attendance Impact
50
10
0
60
0
100
66
312
300
778
4,200
389
1,450
6,039
6,877
3,000
300
600
3,900
450
5,500
1,700
6,000
5,500
19,150
30,347
4,000
5,663
40,010
63,060
Notes:
* The room nights and economic Impact for these events have been tracked and reported by Yakima Valley Tourism/
Yakima Valley Sports Commission.
**We have provided reports through TlcketsWest Indicating how many tickets were purchased outside a 50 mile radius.
These figures only represent phone and Internet purchases. (Refer to Section 111)
We used the outside 50 mile radius attendance combined with the economic impact multiplier/formula, determined by
Yakima Valley Tourism, to calculate the economic impact.
**'The Central WA Home Show is comparable In number to non -local vendor count of the CW Sportsmen's Show.
We have asked Yakima Valley Tourism/Yaklma Sports Commission to begin tracking this event via hotel reports
for future years.
$16,200
$13,700
$29,900
597,200
$25,920
$252,720
$243,000
5618,840
$3,110,400
$162,000
$1,263,600
$4,536,000
55,184,740
Section 11
Yakima Valley SunDome 2015 Events Conti ed as of April 30
Events
Ag Expo
Seattle Mariners Carivan
Yakima County Cattlemens Assn Dinner
Rod's House Fundraiser Dinner
Professional Bull Riders (PBR)
The Original Harlem Globetrotters
Central WA Sportsmen Show
Central WA Home Show
WIAA 1A/2A High School Basketball Tournament
Gabriel Iglesias
WIAA High School Dance & Drill Competition
5th Annual Easter in the Dome
Jordan World Circus
Hispanic Congressional
Heritage University Graduation
Yak: a Nation Elders Dinner
Dos Mundos Una Historia Parte 3
Selah High School Graduation
A.C. Davis High School Graduation
Eisenho er High Schad Graduation
West Valley High School Graduation
East Valley High Sch1'I Graduation
Naches Valley High School Graduation
Wapato High School Graduation
0, er oI Eastern Star
Raine o Girls
NNationals — Vintiques
World Wrestling Entertainment
LaFortuna Hispanic Concert
LaFortuna Hispnic Cone rt
Horizon Distribution Conference & Trade Sho��
Yakima Sport Comrnission Volleyball Tournament
Central Washington State Fair
LaFortuna Hispanic Concert
Juan Gabriel Concert
WIHigh School Volleyball Tournament
Columbia River Circuit Finals Rodeo
Yakima Memorial Foundatln Dinner
NW Horticultural Exhibition
YVFWC Christmas Party
Zirkte Fruit Christmas Darty
SunDome Shoot Out Basketball Tournament
T tal Events — 42
Dates
January 6.10
January 12
January 24
February 6
February 12-14
February 18
February 19-22
Feb 25 -March 2
March 4-7
March 20
March 26-28
April 4-5
April 8
April 24-26
May 9
May 13
May 23
May 31
June 3
June 4
Jun5
Jun 6
June
June 9
June 28 -July 1
July 8-12
July 31 -Aug 2
August 7
August 22
September 5
September 9-13
September 17-19
Sept. 21 -Oct. 6
0cto r 10
November 1
November 8-10
November 6-8
November 19
Decemr 6-9
December 12
December 19
December 28 & 29
Event
Days
4
1
1
1
3
1
4
6
4
1
3
2
1
3
1
1
1
1
1
1
1
1
1
1
4
5
3
1
1
5
5
3
15
1
1
3
3
1
4
1
1
2
Total Event Days 104
Sect
n 111
u
One & Stolig
Mrway Heights,VVA
Albany, NY
Auburn, /A
Rellevue, WA
Ilnattam„ WA
It _rod, OR
demon City,
Black Diem nd,WA
boardman, iR
hell, WA
„ A
Bridgeport, A
Rau ank,
Cashmere, A
Chelan, WA
Clarkston, WA
Cle nom WA
College Place, A
Dayton,
DesJ fk1 A
East Wenatchee, WA
Edmonds, WA
Elma, WA
A
EverWA
Golden ale, WA
Granhe falls, WA
6 reenvlIle, SC
Hayden, OD
Hemoisto14, GR
amd IFTh.ierJILMOR
,
Katolotus, WA
Kennewick, WA
Kent, WA
Kingston, WA
KW& , WA
Matins, WA
take Steveros,A
pew, WA
den, A
Lynden, 1A
Madras, OR
MaRawa, WA
n vele, OR
Whorl Pr eewater„ O
1d
2
2
2
2
2
1
a
2
2
2
12
6
6
2
2
6
3
2
4
29
2
3
6
2
4
2
2
4
3
16
2
2
3
97
4
2
4
9
7
12
2
2
6
4
9
le Radius
Modelle, OR
Montrtor, A
ontesano, W
Moscow, VD
Moses Lake, A
ookilleo, WA
New Yotk, NY
helm, NE
Onalaska, WA
Othello, W
Paseo, WA
Pendleton, OR
contend, OR
Prosser, A
Puyallup, A
Ontrooy„ WA
Redmt iJA
Renlvon, WA
Wfi
Rochester, NY
Rock lsland, VA
Roslyn, WA
Salem, OR
Samsh VI4
San IF
San Jose,
Seattle, WA
Sfinhorrolsto, WA
Soap Lake, A
Spanaway, WA
Spokane, A
St, Petershort
Stanaway, CO
Stan6eld, OR
Sultan, WA
Surrey, C
Tacoma, WA
Tea, WA
Tenatly, NJ
, WA
Tualatin, OR
DIN
Vancouver, WA
Walla
Warden,
Wena
West
ln
alla, A
A
e, WA
A
2
5
2
2
23
2
4
2
2
11
1113
12
3
39
2
25
2
2
29
2
21
3
2
2
17
6
4
6
7
2
2
4
6
4
2
3
6
4
2
2
3
3
21
5
50
A 2
3
AL 773
Gaririel Iglesias
03/20/15
Inside SO Mlle Radius
Buten , A
Co Oche, A
den, WA
Ellensburg,
Grandview,
3JqF.WA
h„ A
Milltion, WA
e,
Nathes, WA
Sellalk WA
Surinyolde, ,HA
Teton, A
Topperilsh, W/
Union Gap ,
pEO , WA
Yallolima, A
I A
2
4
4
26
81
21
29
4
42
103
11
40
27
61
354
111110111)*Ivlovoillni,1:,i,111011
114
Outside 50 Mile Radius
& Volta 1.21.111,11
Auburn, WA
8
$,
Harlem Globetrotters -
02/18/15
Inside 50 Mile Radius
Oty &State
Cowlche, WA a
4 Ellensburg, WA 119
C If er„Y 3 Grandview, WA 21
Ephnsta, A 14 Harrah, WA 7
Goldendale, A 4 Moe, WA 10
Naches, WA
Outlook, WA
4 Selah, WA 37
PoA SuorrysIde, WA 12
Toppenish, WA 7
l „ A 3 Union Gap , WA
Invil „ A 4 Wapato, WA S
TOTAL 56 Yakirna, WA 141
North Bend, WA
Prosser,
Benet, NV
Shady Cove, OR
ZIllah, WA 7
TOTAL 394
J
City & State
Arlington, TX
Benton City, WA
Brewster, WA
Buckley, WA
Burbank, WA
Calera, OK
ale Elum, WA
East Wenatchee, WA
Eaton e, WA
Ellington, CT
Erdietd, CT
Glenwood, WA
Gotdendale, WA
Grass Valley, OR
Hermiston, OR
Issaquah, ,, A
Jerome, ID
Kennewick, ', 'A
Kent, WA
Kingston, ID
Kirkland, W
Kitltias, WA
Lake Stevens, WA
Los Angeles, CA
Lynnwood, A
Lynwood,
Maio, WA
Maironrooth Spring, AR
Maple Valley, WA
Maltawa, WA
IVIercer island, WA
Ilion Freewater, OR
Milton, A
Moses Lake, WA
Olyen pla, WA
Omaha, NE
Oviedo, H.
Outside
tr of Tlif
2
4
9
4
2
1
2
4
2
6
4
4
3
5
5
4
19
4
2
4
5
1
2
2
3
2
2
4
3
4
2
4
7
40
5
10
IR
dius
Pacific, WA
Pasco, WA
Payette, VO
Pendleton, OR
Port Angeles, WA
Post Falls, ID
Prosser, WA
Puyallup, WA
Chutney, W
Rainier, OR
Republic, WA
Rtchland, WA
San Franctsco, CA
Seattle, WA
Soap Lake, WA
Spokane Valley,
Stratford, WA
Torrance, CA
Tukwila, WA
Vac er, WA
Walla Walla, WA
Wenatchee, WA
A
5
11
2
12
2
2
22
2
a
2
11
16
4
10
3
4
4
3
4
7
2
2
TOTAL 327
I11111111
PR
02/1344/15
Inside 5 ille II a us
II
cite , State
Buena, WA 3
Cowiche. W 2
Ellenshu A 21
Grandy , WA 14
Granger, WA 9
Harrah, WA 5
Mahlon, A 4
McKee, WA 15
Na s, WA 19
Outlook, WA 6
Selah, WA 102
Sumayside, A 25
Tieton, WA 20
Topperlish, WA 23
Union Gap WA 6
Warmth WA 36
White Swan, WA 12
Yakirna, WA 503
Zillah, WA 27
TOTAL 1152
Section IV
Overview of Economic Development/Marketing Efforts for the
Yakima Valley SunDome at State Fair Park
State Fair Park is a 501-C3 nonprofit corporation. In 2005, we rebranded ourselves for marketing and year-
round economic development purposes as State Fair Park — Home of the Yakima Valley SunDome and the
Central Washington State Fair. We continue to maximize marketing opportunities within our resources to
promote the Yakima Valley SunDome and the Yakima Valley.
Outlined below are the marketing/networking organizations State Fair Park has joined at a regionaVnational
level.
• IAVM
International Association of Venue Management (IAVM) is a membership dues based
national association of both event planners and facility managers across the United States.
We have actively participated in all regional conferences since 1998.
• Annual Expense: approx. $2,700
• PACnet Conference
This Annual National Conference draws venue managers and ticketing partners (i.e.
TicketsWest, Stub Hub, etc.) together to network regarding ideas to provide better custa er
service, marketing trends, and maximize ticket sales.
• Annual Expense: approx. $1,600
• Venue Coalition
The Venue Coalition is also a membership dues based national organization consisting of
venues across the United States and Canada. They (the Venue Coalition) expedite routing
and booking needs through immediate access to venues/arenas across North America who
are ready to provide a full range of services and amenities for any touring attraction. We
have actively participated in regional conferences and gatherings since 2006.
IP Annual Expense: approx. $11,500
• IAFE
The International Association of Fairs and Expositions (IAFE) is a membership dues based
international organization consisting of Fair/Event executives, entertainment companies, food
concessionaires, etc. for the purpose of promoting and encouraging the development and
improvement of agricultural fairs, shows, and exhibitions. We have been a member for over
30 years.
• Annual Expense: approx. $ 4,000
The total of these specific marketing endeavors is approximately $19,800 annually.
Next, we have outlined our operational expenses as they directly apply to outreach/marketing/sales efforts
as well as account maintenance and retention for the Yakima Valley SunDome.
Assistant General Manager
The Assistant General Manager dedicates approximately 50% of his time recruiting, and
maintaining events at the Yakima Valley SunDome. This position deals directly with
national/regional concert prig oters, WIAA, and all major sporting and public ticketed events.
Annual Expense: approx: $45,000
11. Events Manager
The Events Manager dedicates approximately 50% of his time to maintaining arid servicing
events at the Yakima Valley SunDome. This position deals directly with multi -cultural and
Hispanic events, tradeshows/exhibitions, and services all events scheduled for the Yakima
Valley SunDome and all State Fair Park venues.
Annual Expense: approx: $30,000
111. Sale arketing Manager
The Sales/Marketing Manager dedicates approximately 50% of her time recruiting, maintaining,
and servicing events at the Yakima Valley SunDome. This position deals directly with groups,
corporate events, and associations from out of our area that would bring overnight stays to aur
local hotels.
Annual Expense: approx: $30,000
1V. Social Media Marketing/Staffing
In 2013, we developed a creative way to address social media outreach/marketing by forming an
in-house, social media committee. This in-house committee collectively works on our State Fair
Park website, all social media; and Fair marketing. This committee helps promote each event
that is held at the Yakima Valley SunDome through various social media platforms.
Annual Expense: approx: $5,000
V. Administrative Support
This position provides support and performs all administrative tasks for the Assistant General
Manager, Events Manager, and the Sales/Marketing Manager tor Yakima Valley SunDome
accounts.
Annual Expense: approx: $10,000
The total of these operational expenses as they pertain to sales/marketing and economic development is
approximately $120,000 annually.
Lastly, we have outlined a summary of all operational general expenses for sales/marketing efforts for the
Yakima Valley SunDome.
I.
IL
III.
IV.
V.
VI.
*Postage
*Signage
*Constant Contact (social media)
Sales Events/Promotions
*Saffire Website hosting fees
*Event Booking fees/licensing
Annual Expense: approx: $ 630
Annual Expense: approx: $3,000
Annual Expense: $1,120
Annual Expense: approx: $2,000
Annual Expense: $3,990
Annual Expense: $1,575
*The figures reported above are 70% of our actual annual expenditures for these line items. (We have
attributed the remaining 30% to be affiliated for local/private" events.)
The total of these operational expenses is approximately $12,300.
Note: hems I & II are allocated items. Items III, IV & V are invoiced items.
In summary, the grand total of Section 4 equates to $152,100 annually.
Section V
Overview of Future Needs for Sales/Marketing Efforts
Part-time Social Media designer/IT staff $35,000
This position would design professional, consistent, artistic displays/advertisements promoting events for
the Yakima Valley SunDome; create promotional pieces for all public event promotions when needed; help
to aggressively market ticket sales via social media platforms outside a 50 mile radius.
Pollster LIVE! Conference $ 2,500
Pollster is the only trade publication covering the worldwide concert industry. For 30 years they have
provided the most reliable and accurate concert schedules, ticket sales results, music industry contact
directories and trade news. The above figure would cover expenses to attend their annual conference and
trade show held in Nashville, Tennessee.
Advertisement(s) in Poll Star $ 6,000
th page x 2 runs (April/Oct Concert Venue Directory editions)
Banner ads x 3 months
Marketing/Gifts
$ 3,500
Currently, we do not have a dedicated budget for sending Yakima Valley gilts (e.g. boxes of fresh apples,
Yakima Valley wine) to major concert/event promoters. These promoters often work for large national
companies which are: Live Nation; E; Feld Entertainment (Disney); Vee Corp (Sesame Street); AEG;
Outback Concerts; ICON; C Moore Live Events, etc.
Guest Services Booth in Sun
0
$i 00
This mobile booth/kiosk oufd sea duo purpose. It would be a point of service for any event Issues as
el i as a professional display of Yakima V Hey services i.e. restaurants, hot l accommodations, shopping,
etc.
dvertisemr:; nt(s) in Venues Today
Venu;s Today is th
z
authoritative voice on all areas of public assembly facility management. Th
publication is gearetoand top executives In the Enteriaiment/Events Industry.
2 page x 1 (January editi.n features PNW venues)
Banner a's x 2 Months
Cont.
Bid Fees $10,000
These monies would be used to entice groups to either remain or select the Yakima Valley
SunDomefYakima Valley as their event location. Groups that might qualify in utilizing these monies would
be the American Historical Truck Society, Intl Order of Rainbow, Order of Eastern Star, Watchtower,
National Jr. High School Rodeo Finals.
Continuing Ed/Training $ 7,500
These monies would allow events staff to attend professional development courses/conferences for
accreditation and to team marketing trends and best practices.
Travel/Sales Calls (Out of Area) $ 2,500
These monies would cover mileage reimbursement, lodging, meals when meeting with clients out of the
area.
WSAE (WA Society of Assn Executives) $ 2,200
WSAE is a membership organization consisting of meeting planners and suppliers throughout Washington
State. There is an annual conference and monthly luncheons.
Total for "new" line items $83,700