Item 08 - Fiestas Del Mariachi Post-Event Summary and Analysis

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Fiestas Del Mariachi Post-Event Summary and Analysis March 4, 2025 Page 3 4 8 7 0 In addition, the City purchased $899.96 in social media advertisements to promote the event. These posts generated the following engagement: Additional Public Engagement: •Included in the City newsletter (COSAS) on November 15 o 9,352 emails/7,672 opens •Included in two (2) Neighborhood Initiatives newsletters o Approximately 3,000 email recipients •November 27, placed Fiesta del Mariachi on the homescreen of the mySantaAna app and sent a push notification in English and Spanish to 34,459 recipients •Two posts on Nextdoor with a total of 2,001 impressions •Fiesta del Mariachi was promoted on digital marquees at Santa Ana Stadium, Main Place Mall, the Santa Ana Auto Mall, and Tom’s Truck Center. ANALYSIS The event demonstrated the potential of the Santa Ana Stadium as a special event venue. However, future events will need to consider the approximate base cost of $130,000 to include the stadium turf field cover, stadium fees, and the feasibility of sufficient attendance to cover costs. Several photos were taken from the stadium in full setup before the event giving a visual of what the stadium would look like for potential promoters. ENVIRONMENTAL IMPACT There is no environmental impact associated with this action. FISCAL IMPACT Santa Ana PRCSA is anticipating a payment from POOF for $6,856.45 per the terms and conditions outlined in the agreement. These funds will be deposited in the PRCSA City Events revenue account (01113002-53331). EXHIBIT(S) 1. Power of One Foundation Agreement 2. POOF Profit & Loss Statement Reach Link Clicks Impressions Likes and Reactions Views Shares PRCSA 52,792 180 56,563 628 74,140 115 COSA 153,506 3,039 155,912 1,679 241,356 291 Totals 206,298 3,219 212,475 2,307 315,496 406