Council Approves 92nd ‘Americafest’ Fourth of July Celebration

This year’s “Americafest” will mark the 92nd edition of the annual festival. Pasadena’s Fourth of July party will come with a hefty price tag of approximately $850,000. – Photo courtesy Facebook / Rose Bowl Stadium

By Gus Herrera

For the 92^nd consecutive year, the Rose Bowl will play host to “Americafest,” Pasadena’s annual Fourth of July extravaganza.

Although the city council approved the festival without opposition at their latest regular meeting, there was a brief discussion regarding the event’s finances.

“We certainly feel it’s our community responsibility to keep the tradition alive,” said Darryl Dunn, CEO/general manager of the Rose Bowl Operating Company (RBOC), “although, financially, it is a difficult event to pull off.”

As the “only event of the year where the RBOC is the promoter,” according to staff’s report, Americafest involves the RBOC assuming “all financial risk associated with the event,” which is anticipated to have a total cost of approximately $850,000 this year.

The “goal of Americafest is to break even financially,” continues the report, “however based on anticipated expenses and revenue [the RBOC is] budgeting a loss of approximately $70,000.”

Dunn also revealed that “unfortunately, last year wasn’t a successful financial event,” so, this year, the city will up their contribution towards the expenses from $60,000 to $80,000 – a price tag that will primarily cover traffic and neighborhood management costs.

The fact that this year’s Fourth of July holiday falls on a Wednesday played a role in the projected revenues (or lack thereof), but Dunn also reminded council that, as a family event, Americafest is traditionally not as lucrative as other Rose Bowl events – prices are kept relatively low and certain-aged children get in for free. Additional neighborhood security/management is also required as the fireworks show attracts numerous people who do not necessarily enter the festival, but instead watch from vantage points like those along Parkview Avenue.

“Expenses are a little higher with the holiday, but revenue is not high enough to offset it,” revealed Dunn.

Despite the costs, the RBOC still sees Americafest as an essential component to Pasadena’s cultural fabric and argues that it does indeed contribute to the city’s economy in one way or another, “although this event may not generate significant revenue, overall it has been positive financially for the RBOC over the past several years. It is staff’s understanding that the July 4^th celebration at the Rose Bowl does bring in people throughout the area, so it has some economic impact on our local businesses.”

But the greatest impact of Americafest, per staff’s report, is that it “attracts a lot of very positive attention to Pasadena and the Rose Bowl,” publicity that “help[s] to bolster Pasadena’s reputation as a travel destination.”

Following the Americafest discussion, council shifted their attention to a more profitable topic of Rose Bowl news – the approval of two international soccer matches to be held on July 25 and 28. Unlike the Fourth of July festival, these two events, which were also approved without opposition, will generate substantial revenue.

Jens Weiden, RBOC chief revenue officer, revealed that “it is anticipated that in excess of $300,000 will be retained by the RBOC, net per match.”

The two soccer matches, in combination with Americafest, will make up the Rose Bowl’s 17^th, 18^th, and 19^th “displacement events” of 2018 – three more than the Arroyo Public Lands Ordinance permits per year, without permission of the city council. Last year, the Rose Bowl had a total of 17 displacement events.

Although she voted to approve the two soccer matches, Council Member Margaret McAustin urged the RBOC to provide more financial details in the future, “I just want to be clear, I’m not going to approve another financial transaction for the Rose Bowl unless I see a five-year projection … ” – Screenshot courtesy KPAS

Although council did not seem to have much of a problem with the number of events and there was no public comment in opposition to the items, Council Member Margaret McAustin did take issue with how the RBOC presented the financial details in their report.

“I’ve complained in the past that when we get information from the Rose Bowl we never have any context for these financial decisions that we make,” said McAustin, “we’ve got to remember that the City of Pasadena stands behind all the bonds that we put out for the Rose Bowl … we have ultimate responsibility for that. I’m going to approve this, but I just want to be clear, I’m not going to approve another financial transaction for the Rose Bowl unless I see a five-year projection … ” McAustin’s comments were met by applause from the audience.

In other council news, the city will enter into a $76,750 contract with Foothill Unity Center to fund a rapid re-housing program for the homeless. The contract, which comes with the option for a second year, will allow Foothill Unity to provide short-term rental assistance and case management for up to 10 homeless individuals who qualify.

Council also held a study session on growth and development in Pasadena and a first reading of the city’s amended accessory dwelling unit (ADU) ordinance.

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