REPORT TO COUNCIL
SUBJECT
Title
Action on Proposed Changes to the City’s 4th of July Special Event Activities and an Amendment to Silicon Valley Power’s Sponsorship List of Annual Events and Activities to Include Sponsorship of the 4th of July Fireworks Show in the Amount of $50,000
Report
COUNCIL PILLAR
Promote Community Engagement and Transparency
Enhance Community Sports, Recreational and Arts Assets
BACKGROUND
Historically, the City has sponsored an All-City Picnic and Fireworks Show at Central Park on the 4th of July. Due to budget constraints, funding for special events in the amount of $358,116 was cut from the Parks and Recreation Operating Budget in fiscal year (FY) 2021/2022. This resulted in the elimination of the fireworks portion of the 4th of July activities. While all special events were paused during the pandemic, the Department reinstated the All-City picnic in 2022. Since that time, the Department has been asked to explore the feasibility of restoring the fireworks component of the All-City Picnic for 2024.
In doing so, the following challenges were identified: 1) significant safety concerns resulting from changes in the site conditions at Central Park; 2) public safety issues that have occurred in recent years at large scale community events across the country, highlighting the need for enhanced security; and 3) limited time to complete the required procurement process to secure a fireworks vendor prior to July 2024.
In light of these challenges, staff initiated a process to evaluate other possible site locations and partnerships. The plaza at Mission College was identified as a suitable location for the All-City Picnic given their infrastructure, parking, on-site security and available staff resources. Mission College has committed to making their facilities and staffing available for the event which will include free parking, access to appropriate facilities for event staging as well as “day-of” campus security and facilities staffing to ensure a well-coordinated event. To address the issue of securing a fireworks vendor, staff explored the feasibility of partnering with Great America to enhance their existing show for the benefit of the community. Great America’s proximity to Mission College would also allow attendees at the All-City Picnic to experience the fireworks show at Great America in the evening. Both Mission College and Great America have expressed a willingness to partner with the City on these activities.
The purpose of this report is to provide the City Council with an overview of proposed changes to the City’s 4th of July Special Event Activities that would enable the Department of Parks and Recreation to host a safe and successful All-City Picnic and Fireworks Extravaganza as well as to seek approval to amend Silicon Valley Power’s List of Annual Sponsorships to include a sponsorship for the fireworks show in the amount of $50,000.
DISCUSSION
Site Conditions at Central Park
The City’s last fireworks show was held in 2019. Since then, the Santa Clara Unified School District has fenced the adjacent school site (Central Park Elementary School), installed irrigation in the area previously used for viewing the fireworks and initially indicated that the site would not be available due to potential property damage. Subsequently, staff has been advised that the District would allow the use with the following conditions:
1. That safety resources be allocated to ensure the safety of the premises during the event.
2. That all costs incurred by the District attributable to the event would be reimbursed in whole by the City including costs related to property damage, litter/debris removal, general clean-up as well as any security charges incurred by the District.
In addition to the change in the school district property, changes in site conditions have also occurred which impact the viability and safety of hosting the All-City picnic and Fireworks show at Central Park. Currently, a large portion of Central Park on the Kiely side is under construction for the new Magical Bridge All-Inclusive Playground. This project will not be completed until August 2024. Additionally, the George F. Haines International Swim Center (ISC) is closed and is subject to being fenced until conditions are remedied in accordance with the direction from the County Department of Environment Health. Large-scale events, such as the proposed 4th of July event, would present liability risks for both of these projects. In the case of the Magical Bridge All-Inclusive Playground, any property damage would further delay the opening of the project. With respect to the ISC, the City has already experienced repeat break-ins during the closure. A night-time event with large crowds may increase the likelihood of additional break-ins and potential injury should trespassers access the facility.
The City’s public safety departments have also expressed concerns about the use of Central Park for a night-time firework show. While events have been very well attended in prior years, those crowds resulted in congestion in surrounding neighborhoods impacting the ability of public safety to respond to incidents. Moreover, recent events such as the Christmas Hill Park shooting which is currently in litigation and the shooting during the Super Bowl parade in Kansas City have heightened concerns that enhanced security is needed for large scale events - particularly those held in the evening.
Mission College
The City Council has expressed a desire that City Departments explore partnerships to leverage community benefit. In recent years, the City has partnered with Mission College to co-sponsor events during their concert series. As such, staff was aware of the infrastructure and resources available at Mission College that includes, but is not limited to, a central plaza with a large grass area and entertainment stage, multiple parking lots, on-site security, utilities and power to support special events and well as other facilities that might be needed for storage and/or event organization. These amenities would make Mission College a preferable alternative for a 2024 Fourth of July All-City Picnic event.
Great America
Great America has traditionally offered a 4th of July special event and regularly conducts firework shows on their property. With an existing relationship with a fireworks vendor and an approved plan for conducting fireworks shows in a safe manner, a partnership with Great America would provide a viable means for securing a vendor in the limited time available.
At the City’s request, Great America has indicated a willingness to partner for an enhanced 4th of July fireworks show to help facilitate the City’s desire to provide fireworks for 2024. On March 21, 2024, City staff met with representatives from Great America and their vendor to test the visibility of the fireworks from the Mission College Plaza and it was confirmed that the shells were visible. City staff was advised that the firework vendor could also provide the City with a mobile app to allow the public to enjoy the same musical experience as visitors to Great America during the fireworks show to allow for a synchronized experience.
Programming
While scheduling details are still under development, the proposed schedule for the 2024 All-City Picnic and Fireworks Extravaganza is tentatively set for 4 p.m. to 10 p.m. with the fireworks show to start at approximately 9:40 p.m. with an end time of 10 p.m. in accordance with the established curfew.
Historically, the weather on the 4th of July has been hot. This start time will mitigate exposure to the heat and allow sufficient time for public safety to conduct necessary security checks for the large-scale event. Given the size of the campus and multiple walkways, a security perimeter will be established, and security checks conducted to ensure a safe event.
Costs
As indicated earlier, the budget for the fireworks portion of the 4th of July special event activities was eliminated starting in FY 2021/22. While the Department of Parks and Recreation has sufficient savings in FY 2023/24 to support the All-City Picnic, additional funding will be needed to support the fireworks component. The quote for the direct cost of the firework show at Great America is $19,000. Additional funding will be needed for equipment and staffing from affected departments including Parks and Recreation, Police and traffic control given that this event was not included in the current budget. It is anticipated that the total costs will range from $40,000 to $50,000.
Funding
For many years, the City of Santa Clara’s Electric Utility Department, Silicon Valley Power (SVP) has sponsored events and activities in and around the City of Santa Clara. On June 4, 2019, the City Council approved a list of annual sponsorships and delegated authority to the City Manager to approve additional sponsorships of up to $10,000.
In October 2023, this list was updated primarily to increase sponsorship of Parks and Recreation events from $50,000 to $65,000 to support the following events:
• Sunset Cinema Series
• Concerts in the Park
• Fourth of July All-City Picnic
• 41st Annual Art and Win Festival
• Children’s Halloween Party
• Holiday Tree Lighting
It is recommended that the list of Silicon Valley Power’s annual sponsorships be amended to include sponsorship of the fireworks show in the amount of $50,000.
Sponsorship benefits would include:
• Designation as a Presenting Sponsor. Event will be recognized as Fourth of July: Firework Extravaganza Presented by Silicon Valley Power and in all marketing and promotional pieces, flyer, banners, digital ads, email campaigns
• SVP logo on event webpage with link to website
• Mentions on City social media pages
• Recognition during event announcements
Conclusion
Given the current conditions at Central Park, it is recommended that the City partner with Mission College and Great America on a pilot basis for the 2024 All-City Picnic and Fireworks Extravaganza. While this represents a departure from tradition, such a pilot offers the following benefits:
1. A site location with adequate resources to support a large-scale special event that will not have a large impact on residential neighborhoods;
2. The ability to restore a fireworks show in 2024 that can be implemented in a safe and controlled area with minimal cost;
3. The ability to avoid traffic congestion and other negative impacts to the Central Park neighborhood on the holiday; and
4. The ability to develop stronger working relations with key partners in North Santa Clara in advance of the large-scale special events that are scheduled to occur in 2026 at Levi’s Stadium.
ENVIRONMENTAL REVIEW
The proposed actions do not constitute a “project” within the meaning of the California Environmental Quality Act (“CEQA”) pursuant to section 15378(b)(4) of Title 14 of the California Code of Regulations as the proposed actions will allow for funding of community events and do not involve a commitment to a specific project which may result in a potentially significant impact on the environment.
FISCAL IMPACT
The Department of Parks and Recreation budget has sufficient funding to support the All-City Picnic. The remaining additional cost for the fireworks show is $50,000, which includes $19,000 for the firework show at Great America and $31,000 for equipment and staffing costs for Parks and Recreation, Police and Traffic Control. There is sufficient funding in the Electric Utility Operating Fund to cover the $50,000 of additional costs for the event.
COORDINATION
This report has been coordinated with Silicon Valley Power, the City Attorney’s Office, the Finance Department and City Attorney’s Office.
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City’s official-notice bulletin board outside City Hall Council Chambers. A complete agenda packet is available on the City’s website and in the City Clerk’s Office at least 72 hours prior to a Regular Meeting and 24 hours prior to a Special Meeting. A hard copy of any agenda report may be requested by contacting the City Clerk’s Office at (408) 615-2220, email clerk@santaclaraca.gov <mailto:clerk@santaclaraca.gov> or at the public information desk at any City of Santa Clara public library.
RECOMMENDATION
Recommendation
1. Authorize the City Manager to continue negotiations with Mission College and Great America and take all necessary steps to host and provide services for the 2024 All-City Picnic and Fireworks Extravaganza in alignment with the plan outlined in this Report; and
2. Approve the addition of the 4th of July Fireworks show to Silicon Valley Power’s List of Annual Sponsorships in the amount of $50,000.
Staff
Reviewed by: Cynthia Bojorquez, Assistant City Manager/Acting Director of Parks and Recreation Department
Approved by: Jovan Grogan, City Manager