Candace, Pure Imagination Festival organizer, asked the Prescott Tourism Advisory Committee on Sept. 8 for short-term financial help so she can keep the multi‑stage, one‑day music festival affordable for local residents and economically viable for the city.

The request came after Candace described four years of growth in attendance and local spending and said the festival’s economic impact has averaged $750,000–$850,000 and reached about $1 million in 2025. She told the committee the festival has operated at a cumulative loss of about $1.5 million over four years and that she is seeking roughly $50,000–$80,000 per year for up to three years, while remaining open to smaller sums or a single‑year agreement.

Committee members said the request raised questions about bed‑tax budget limits, grant precedents and how the city would measure return on investment. Because the city manager’s office is drafting a new event‑funding policy based on performance metrics, the committee voted to table the request and directed staff to work with the organizer and make a recommendation to city council at a later date.

Candace told the committee she raised ticket prices this year by about $10–$15 to cover rising costs and that her event attracts visitors from Phoenix, Sedona and out-of-state locations. She said the festival has local economic effects beyond tickets — it hires local labor, contracts 40–60 artisan vendors and 10–15 food trucks, provides free children’s activities and gives away roughly 700 tickets to veterans through partnerships such as VetTix. She said the festival requires vendors to use compostable materials and conducts site cleanup after the event.

On funding, Candace said she previously sought council support and received limited city assistance: about $3,500 in 2023 and roughly $7,800 in 2024. She told the committee she is exploring corporate sponsors and would accept a contract or grant, and she said the festival is a for‑profit business.

Committee members thanked her for the presentation but repeatedly noted the city’s bed‑tax revenue is constrained and that most tourism awards are relatively small. One member asked for “total transparency and open books on the financials” to assess ROI if the city were to provide larger support. Another member said the city’s new event‑funding policy — described by staff as using metrics such as economic impact and hotel nights — should inform any dollar amount.

After a brief discussion, a committee member moved to table the request and to have staff work with the organizer on a recommendation to forward to council; the motion was seconded and the committee voted in favor. The official motion was recorded as tabled with the committee directing staff to return with a recommendation tied to the forthcoming event‑funding policy.

Next steps outlined during the meeting were procedural: staff will continue drafting the city’s event‑funding policy, meet with the organizer to review financial records if requested, and prepare a council recommendation that aligns with the new policy’s metrics and available bed‑tax funds. No dollar award or contract was approved at the meeting.