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6.4 SR 09-16-2024City of Elk - River To City Council Meeting Date September 16, 2024 Item Description Elk RiverFest and Sips on Main 2024 Recap Request for Action Item Number 6.4 Prepared By Joe Stremcha, Business Services Director/Assistant City Administrator Reviewed by Cal Portner Tina Allard Action Requested Special Events Coordinator Karen Wingard will present a recap of our 2024 Elk RiverFest and Sips on Main event. Background/Discussion This year's Elk RiverFest was on Saturday, July 27, 2023. The Orono Park Family Zone is the free portion of the event, from 10:00 a.m. - 2:00 p.m. at Orono Park. The Family Zone had inflatables, face painting, challenge courses, skatepark show, sandcastle contest, petting zoo, craft fair, community booths, entertainment tent, Baron of the Bubbles, robotics, food trucks, sensory tent, bingo, a car show, Home Depot building kits, and the park amenities. Fireworks from Independence Day were rescheduled to the evening of Elk RiverFest. Sips on Main, the 21 + evening portion of Elk RiverFest, ran from 5 - 9 p.m. in downtown Elk River. Presale tickets were on sale online only for $25 and were $40 at the door. V.I.P. tickets were offered ahead of time for $50, limited to 40. V.I.P. included exclusive parking, fast pass check -in, stage reserved viewing, signature cocktail, and free swag. Sips on Main had a bean bag tournament (people registered in advance), all you can drink samples from a variety of vendors, food trucks, the awarding of Volunteer of the Year, and live music by Stone Daisy and Kristen Kelly. There was also a Sips Free Zone for non -ticketed attendees to enjoy the live music and yard games. Financial Impact Total revenue for the event was $23,625 and total expenses were $21,529. Mission/Policy/Goal Together we win. Attachments I. 2024 Elk RiverFest Marketing Report 2. 2024 Elk Riverfest Recap Presentation The Elk River Vision A avelcoming community with revolutionary and spirited resourcefulness, exceptional service, and community p p W E R E 0 A T engagement that encourages and inspires prosperity 1"NMU PEI 381 MARKETING REPORT 202 AUGUST 2024 Prepared by Starr Sorheim � f ltl4�r1 � I L-1 d Details This years Elk RiverFest was on Saturday, July 27, 2023. The Orono Park Family Zone is the free portion of the event that runs from 10:00 a.m. to 2:00 p.m. at Orono Park. The Family Zone this year had inflatables, face painting, challenge courses, skatepark show, sandcastle contest, petting zoo, craft fair, community booths, entertainment tent, Baron of the Bubbles, robotics, food trucks, sensory tent, bingo, a car show, Home Depot building kits, and the park amenities. Fireworks from Independence Day were rescheduled to the evening of Elk RiverFest. Sips on Main, the 21+ evening portion of Elk RiverFest, ran from 5:00 - 9:00 p.m. in downtown Elk River. Presale tickets were on sale online only for $25 and were $40 at the door. V.I.P. tickets were offered ahead of time for $50 a piece, limited to 40. V.I.P. included exclusive parking, fast pass check -in, stage reserved viewing, signature cocktail, and free swag. Sips on Main had a bean bag tournament (people registered in advance), all you can drink samples from a variety of vendors, food trucks, the awarding of Volunteer of the Year, and live music by Stone Daisy and Kristen Kelly. There was also a Sips Free Zone for non -ticketed attendees to enjoy the live music and yard games. Signature spon- -11 rirc# s , Eik First River _ Bank ENFEW ftr at.- Sponsor 0 Fi1'S# Bank 02 Page 42 of 381 Social Media Campaign Orono Park Family Zone Facebook Event • 2.7K interested (1 K more) • 119 marked going • 72 invited Fireworks Moved to Elk RiverFest Fireworks had to be moved to Elk RiverFest after being postponed from the weather on Independence Day. While these updates were posted in a variety of places, one post reached the most on Facebook: • Reach = 16,813 • Impressions = 19,020 • Interactions = 113 Social media posts had a variety of graphics, photos, and videos used on the city, liquor, and parks and rec pages. _ Th a nk you to our Signature Sponsor. ` 4►, EDDD V[M DDAB ACTIVI41![ COMT[[T[ AND MORE NDt FirstSATURDAY . ���gank JllLY �� — - �I%:DO ��43how dMbMies .. f t' 27 'F I REa ..�yr�e. "" 1 k"S" P.M. ' Cam ny Partners c n F. Penns zoo Thank you to Our Family Zonc Sponsors: + HERO SI„ril ' SHl; \ ffj``�y 1 • Enterta nmenl Par lfun Face An"cus Sandcastle CcnSraS SCnsDhf T<nt f%Amsdravi FlK iI4EP PW Food hocks Skatepark Shew rlY1' - — iKC JXJKCi 50000 aDlne OeYDE �,�� ,.. Satt.`N^----omen[ I db Aft a 40000 30000 20000 0 Reach Impressions V Reach is how many people received the posts on their social media. Impressions is how many times the posts appeared. Interactions is how many times the post was liked, comments, or shared. The highest performing posts were the event map and the new additions to the event such as the car show and entertainment tent. Interactions Social Media Campaign Sips on Main Facebook Event • 43 interested • 8 marked going • 8 invited Why didn't we do any paid Facebook ads? The individuals discussing Sips on Main with their friends probably do not use Facebook events as much. There were many tickets sold this year, but it wouldn't hurt to boost the event next year. Bitly Link Clicks • Presale Tickets = 363 • That is 74 more than last year. 35000 30000 25000 20000 15000 10000 5000 0 Reach Impressions Social media posts had a variety of graphics, photos, and videos used. Elk Reach is how many people received the posts on their social media. Impressions is how many times the posts appeared. Interactions is how many times the post was liked, comments, or shared. The highest performing posts were the videos and general event graphics, with the boosted Sips video resulting in 489 link clicks. Interactions Other Advertising In addition to promoting the festivities, our team helped push sponsorship opportunities via social posts, signage, e-newsletters, and the website. The website was updated frequently. Advertising for the events occurred in: e-newsletter, Chamber communications, posters around town and in park kiosks, newspaper ads, NewsFlashes on website, homepage banners on website, and social media advertising. • • Post=Event ve rt i s i n A social media post was done the Monday following the event that showcased recap photos and reached 2,821 people, had 3,798 impressions, and 73 interactions. This is significantly lower than last year's recap, but this could also be because Meta adjusted their analytics. The Star News had a large spread highlighting the event and what to look forward to next year. Page 45 of 381 Final Numbers Ticket Sales Breakdown Total Revenue from Ticket Sales ,,,1 227 Presale so�9� 305 tickets sold 075 $12,200 in 2023 28 V.I.P. $1 1,645 in 2022 $6,435 in 2021 5 0 at -the -door •A Website Visits a1 Orono Park Family Zone Attendance Hourly Visits Orono Park 18599 Wry 54 Elk Mve1,16N 5533a >LIK >dK Website hits were up between 200-600 compared to last year Average stay of 115 minutes 0 I'Mam WNW" 04:00NV d600am 084Vam 10.dOnr Jt00pm n100pm 06,Wpm cewprn JO.Wpm Sips on Main Attendance Hourly Visits ! Elk River Dawntown Eounldary . E o-.. B -. - %1,4 Average stay of 124 minutes tK M W9 400 4 _- MCI 12,00em 02..0oam 04.00am C6.00aat CIRWAne JO O" 12"00 pm 92-,00 pm 04.0opm 06:00flet 06 Page 46 of 381 2024 !� "� EWEAgFUA7 =� sl fill - I Elk River I I ISER CRUISER Daytime Family Activities Recap ■ Inflatables ■ Petting Zoo ■ Orono Millpond Two Mile ■ Bingo ■ NW Robotics Remote Control Area ■ Face Painting ■ Food Trucks (8) ■ Sandcastle Contest ■ Sensory Tent ■ Community Partners (21) ■ Craft Vendors (33) ■ Car Show hosted through Sherburne County Fair Board 3rd Lair`= Skateboard Petting Sandcastle \ Zoo Contest J\ Fir k r�r •Inflatables �i Home Depot t Building Kits vow Opp opt v FREE f(lN FOR THE WHOLE fAMIIY Lake Orono Northwest a Orono Metro Robotics - BiMiles ngoz ��j Food Truckse�trooms Baron of p;rstAid & t= Entertainment the Bubbles Emergency+ 'Pavilion Lt o W PE INFO Sensory a Special Needs & Handicap 0 Tent EVE NTj PARKING FAMILY ZONE ORONO PARK SATURDAY, JULY 27 10:00 A.M. - 2:00 P.M. First Bank Elk River Sherburne County Fair Board Car Show l Event Parking Evening Adult Activities Recap ■ Volunteer of the Year award ■ Bean Bag Tournament (8 teams) ■ Stone Daisy and Kristen Kelly Concert ■ Sips Vendors ■ VIP option ■ Food Trucks (4) Ceo=ark;ng 0 General Parking Ll O O co O VIP VIP * Enter/Exit m Parking Check -in O Restrooms v Food s Trucks — 00 - _ Sips Free Zone (limited space) General Parking Check -in IV Bean Bag Wine, Beer, MMain & Digital Tournament & Spirits Stage T:�Lets�k I "� General Parking General Parking (l PI-1, and Things V.LP. Lounge Emergency Trailer �Lp--� - -L � w �DOWNTOWN ELK RIVER e ava I I ab I e:1 No Cash Sales General Parking SAT U R DAY, J U LY 27 5:00 P.M. - 9:00 P.M. Financials - Expenses ■ Safety Signs ■ USA Inflatables ■ Music ■ Stage Rental ■ Sound ■ Metro Tent Rental ■ Sanitation ■ Daytime Entertainment ■ SOM Ice ■ Advertising ■ Misc. $630 $1,150.00 $5,500 $1,164 $1,825 $1,640 $3,200 $3,700 $1,020 $1,200 $500 Total $21,529 Financials - Income Sponsorships $M500 ■ First Bank of Elk River $6,000 ■ Northface Construction $1,000 ■ Power within Chiropractic $500 ■ The Little Gym $500 ■ Goldfish Swim School $500 ■ HERO Plumbing $500 ■ Renewal by Anderson $500 ■ Dentsu International $500 ■ MinneMade $500 (value) Vendor Fees $4,050 Sips on Main $%075 (2023 $12,200 2022 $11,645 202146,435 201947,594) Page 55 of 3 2024 Budget Summary ■ Total Revenue $23,625 2023 2022 2021 2019 $26,158 $20,845 $20,622 $7,947 ■ Total Expenses $21,529 2023 $18,744 2022 $20,557.89 2021 $22,477.29 2019 $14,136.09 (council budget $20,000) (council budget $20,000) (council budget $20,000) (council budget $19,000) (council budget $10,000) (council budget $20,000) (council budget $21,000) (council budget $12,500) (council budget $12,500) 2024 Marketing Recap Family Zone ■ 2,700+ people interested in Facebook event (1,000 more than last year) ■ Over 37,000 people reached on Facebook Website Visits ■ 6,465 on main event page in July ■ 1,691 on main event page on July 27 ■ 2,425 on Family Zone page in July ■ 2,204 on Sips on Main page in July Sips on Main ■ 43 people interested in Facebook event ■ Over 31,000 people reached on Facebook ■ 363 people viewed the presale ticket link Recommendations ■ Development of E1kRiverFest.com and its' website to better communicate and promote. ■ Elk RiverFest Facebook page to increase visibility of content, sponsorships, and engagement.