HomeMy WebLinkAboutItem 08 - Fiestas Del Mariachi Post-Event Summary and Analysis Parks, Recreation, and Community Services
www.santa-ana.org/parks-recreation
Item # 8
City of Santa Ana
20 Civic Center Plaza, Santa Ana, CA 92701
Staff Report
March 4, 2025
TOPIC: Fiestas Del Mariachi Post-Event Summary and Analysis
AGENDA TITLE
Fiestas Del Mariachi Post-Event Summary and Analysis
RECOMMENDED ACTION
Receive and file.
GOVERNMENT CODE §84308 APPLIES: No
DISCUSSION
Parks, Recreation, and Community Services Agency (PRCSA) has been exploring
revenue-generating opportunities at Santa Ana Stadium, including opportunities to host
or co-present events that attract residents and the surrounding community, focusing on
music and sporting events with potential ticket, food, and vendor sales.
In January 2024, the Power of One Foundation (POOF) submitted a Special Event Permit
to host a mariachi competition at the stadium. Recognizing its potential as a proof of
concept for revenue-generating events, PRCSA proposed co-presenting the Fiestas Del
Mariachi event in 2024.
EVENT OVERVIEW
The Fiestas Del Mariachi event, co-presented by the Power of One Foundation (POOF)
and the City of Santa Ana, took place on Sunday, December 8, 2024, at Santa Ana
Stadium. The event featured a free community showcase of local youth, teen, and adult
mariachi groups, ballet folklorico performances, and engagement from community-based
organizations and non-profits. The evening program transitioned into a ticketed concert
featuring professional mariachi performances.
Attendance: The Fiestas Del Mariachi event saw a modest but engaged turnout for this
first-time event, with an estimated 200-300 attendees during the free daytime community
showcase and 600-700 attendees for the evening ticketed concert. Attendance fell short
of initial projections.
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Financial Summary: Under the co-presentation and revenue-sharing agreement for the
Fiestas Del Mariachi event (Exhibit 1), the City covered the $9,004.70 stadium rental fee
which included stadium, audio, custodian, staff, and light fees. The city also secured
protective flooring from Sunbelt Rentals for $118,548 through a competitively bid contract
with Omnia Partners (Contract No. 200601). POOF handled all other event expenses,
contributing $412,331.49 for staging, entertainment, food and beverages, marketing,
security, and police services.
Power of One Foundation Expenditures City of Santa Ana Expenditures
Artists Expense $129,705.53 Flooring $118,548.00
Bank Fees $370.73 Rental of Stadium $9,004.70
Hosts $6,000.00 Marketing $899.96
Insurance $1,238.00 Total $128,452.66
Legal $2,100.00
Marketing $58,938.82
Food $3,060.52
Parking $433.14
Rentals $1,650.00
Santa Ana Police
Department
$18,738.50
Security $9,600.00
Stage & Production $146,186.16
Supplies $9,495.74
Travel $24,814.38
Total $412,331.49
As detailed in the Fiestas Del Mariachi Profit & Loss Report (January – December 31,
2024) (Exhibit 2), POOF reported $68,564.53 in event revenue representing 8.8% of
projected revenue based on ticket sales, food and beverage sales, and event
sponsorships and 13.2% of actual total costs. Given the substantial loss by the promoter,
the City will not recover the full amount of City expenditures. Under the terms of the
agreement (Exhibit 1), the event falls under milestone 1 and the City will recover 10% of
generated revenue totaling $6,856.45 of the $128,452.66 City Expenditures. POOF will
retain the remaining $61,708.08 of generated event revenue.
Total Revenue Generated Poof Cost Recovery City of Santa Ana Cost
Recovery
$68,564.53 $61,708.08 $6,856.45
Public Engagement: Over 40 social media posts and 30 story reshares promoting the
Fiestas Del Mariachi event from November 13 through December 7, 2024 from the
@santaanaparks and @cityofsantaana accounts on Instagram and Facebook platforms.
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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
Fiestas Del Mariachi Post-Event Summary and Analysis
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Submitted By: Hawk Scott, Executive Director of Parks, Recreation, and Community
Services
Approved By: Alvaro Nuñez, City Manager
(;+,%,71
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
Exhibit 1
(;+,%,72
Jan - Dec 24 Total
Mariachi Income
Ticket Sales 11,314.53
Vendors 7,500.00
Sponsors 49,750.00
Total Income 68,564.53
Expenses
Artist Expense 129,705.50
Bank Fees 370.73
Hosts 6,000.00
Insurance 1,238.00
Legal 2,100.00
Marketing 58,938.82
Meals 3,060.52
Parking 433.14
Rentals 1,650.00
Santa Ana Police Department 18,738.50
Security 9,600.00
Stage & Production 146,186.16
Supplies 9,495.74
Travel 24,814.38
Total 412,331.49
Net Income -343,766.96
Fiesta Del Mariachi Event
Profit & Loss
January - December 31, 2024
1