Item 10A - MemoM E M O R A N D U M
February 21, 2022
To: Shana Yelverton, City Manager
From: Daniel Cortez, Director of Economic Development & Tourism
Subject: Performance Management discussion relative to Event Management Process
Improvements
Action
Requested: The purpose of this item is to familiarize City Council with staff work to
streamline processes for community events hosted by external organizations
and to understand the City Council’s perspective on our approach and financial
support for community events.
Background
Information: Southlake has hosted community events for many years, providing a sense of
community for residents and drawing visitors to town to shop and dine.
Over the last few years, City staff has experienced an increase in outside
organizations hosting events in City parks and within Southlake Town Square.
As these events have been organized and hosted, some challenges have
become apparent to the City such as traffic control, restrooms for public use,
safety & security, festival/event support staff, post-event clean up, trash
collection, surrounding private property, and most critically no centralized
communication hub internally for City or event organizers. The need for a
formalized process that defines expectations for outside organizers helps them
to navigate our requirements and streamlines processes for City staff internally
has become apparent.
The City has worked over the last six months with all internal departments and
also outside stakeholders to develop a new streamlined process. This new
process will follow similar City processes and require outside organizers to file
an application with all the pertinent information related to the event. In addition
to the new application, a new webpage with all relevant information will be
available for any organizer to understand and plan their event accordingly.
Something that currently does not exist. Our goal is to enhance communication,
thereby strengthening the events.
Item 10A
Staff also realized small event organizers do not have the resources or
experience that other larger event organizers benefit from such as long-time
relationships with sponsors and vendors for basic services needed before,
during, and after an event. City staff’s assessment of these basic services for
events consists of the following:
• Restrooms
• Porter service
• Dumpsters
• Power washing
• Water barricades for street closures
The cost for these basic services is estimated at $5,500 for an 8-hour, single-
day event. As such, we want to understand the Council’s perspective on
working with event organizers to ensure proper planning and implementation of
elements needed to host successful events.
Since the adoption of the Community Events Participation Policy (CEPP) in
2008, the City has allocated funds annually through the Hotel Occupancy Tax
(HOT) Fund to support events hosted by non-City entities. This financial
support recognizes that events have needs and expenses to ensure safety and
strong participation that should be shared. These events must meet specific
criteria established in the policy which includes meeting certain restrictions that
are linked to State law regarding the expenditure of HOT funds. It is also
expected that the event organizers match or exceed the funding being provided
by the City.
City contributions are capped under the CEPP. This discussion item is intended
to facilitate Council direction on event processes as well as the potential need
for cost-sharing modifications.
City staff is seeking direction from the City Council in two areas:
1) Does the proposed process meet the City Council’s desired level of service
provided by the City for event organizers, and
2) What level of support should the City provide for outside event organizers
and is the Council willing to consider raising the cap under the CEPP?
(Note: the cap has not been adjusted since the policy was originally
adopted.)
Strategic Link: This item is specifically linked to the City’s Strategy Map through C2: Enhance
the sense of community by proactively creating opportunities for community
partnerships, volunteer involvement, and citizen engagement.
Financial
Considerations: Upon receiving direction from City Council on the level of support for community
events, staff will submit the request for event support in the FY 2024 budget
process.
Staff
Recommendation: Staff recommends providing some level of support for outside organizers
hosting community events due to the benefits they provide the community such
as building community and developing local culture, supporting local
businesses, increasing the local sales tax base, leveraging local talent and
support, providing an opportunity for relationship building, grows the Southlake
brand, and the potential to draw tourists/visitors from other communities.
Staff Contacts: Daniel Cortez (817) 748-8039