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REQUEST FOR
COUNCIL ACTION'
CITY COUNCIL MEETING DATE: CLERK OF COUNCIL USE ONLY:
November 15, 2010
TITLE: APPROVED
AGREEMENT FOR ? As Recommended
EVENT/ENTERTAINMENT MANAGEMENT ? As Amended
SERVICES TO OPERATE THE 2011 ? Ordinance on Reading
El Ordinance on 2n "d Reading
FIESTAS PATRIAS AND CINCO DE MAYO ? implementing Resolution
FESTIVITIES ? Set Public Hearing
For
CONTINUED TO
FILE NUMBER
CITY MANAGER
RECOMMENDED ACTION
Direct the City Attorney to prepare and authorize the City Manager and the Clerk of the Council to
execute an agreement with MXLive and Romo Enterprises, Inc. to provide event/entertainment
management services for the 2011 Fiestas Patrias and Cinco de Mayo festivities.
DISCUSSION
The downtown 4th Street "Fiestas Patrias" and Cinco de Mayo festivities have been positive
community events supported by the downtown businesses and the greater community for the past
22 years. Traditionally, these events have included a downtown fiesta and carnival, a parade, and
an "el grito" ceremony. Since 1989, there have been various private and public organizers of this
event including the City of Santa Ana, the former Downtown Business Association, the Business
Improvement District and other private organizations. In recognizing the significance of the 2010
Bicentennial of Mexican Independence, the City Council passed a resolution in October 2009
directing the City Manager to have staff organize and manage the bicentennial festival with the
primary goal of enhancing the scope, quality and success of the festivities.
The 2010 Bicentennial festival met the goals of the City Council and resulted in one of the most
successful and well attended events to date. As a result of this success, staff recommends that
the City officially organize the 2011 Fiestas Patrias events and the Cinco de Mayo festival.
Proposed events include the 4th Street festival and carnival, complemented by a film festival, el
grito ceremony, and parade. Other activities may include a series of city-wide Mexican
Independence cultural events highlighting the historical significance of Mexican Independence.
The City's sponsorship and management of this event will ensure maximum civic involvement and
minimal adverse impact on public resources.
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2010 Fiestas Patrias
November 15, 2010
Page 2
In years past, various organizations including the City, have organized the Fiestas Patrias, and
have contracted with a commercial promoter to operate the event. It is recommended that this
same course be followed for 2011. It is also recommended that the planning of the parade and
film festival be integrated with the September 4th Street festival to ensure that festival revenues
are available to reimburse the City for public safety and traffic management costs generated by
the parade. The agreement shall provide that MXLive and Romo Enterprises, Inc. will be
responsible for meeting the usual City requirements for special events such as insurance and
security, assume all costs for organizing and conducting the event, reimburse the City for all of its
costs including but not limited to police and traffic services.
In addition, a proposal is currently being prepared for the City Manager's consideration that will
allow staff to initiate a bid process in 2011 to negotiate a multi-year contract for management of
the Fiestas Patrias and Cinco de Mayo events beginning in 2012. Commercial promoters typically
compete for sponsorships in October/November for the following May and September festivities,
therefore, it is not possible to initiate a bid process for the 2011 festivities and successfully solicit
sponsorships to cover costs for the event.
Finally, staff established a community participation system for the 2010 Bicentennial festivities
known as the Bicentennial Advisory Committee (BAC) to ensure that all stakeholders including the
Mexican Consulate, downtown merchants, property owners and civic groups were actively
engaged in the planning and implementation of the activities. With the success of BAC, staff
recommends a similar committee be established to offer advice for the 2011 festivities. It is also
recommended that the 2010 Bicentennial Ad Hoc City Council Committee be renamed the Fiestas
Patrias Ad Hoc Committee and continue to provide leadership and vision for the 2011 events.
FISCAL IMPACT
There is no fiscal impact associated with this request.
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