Umatilla consultants present mixed survey and $1.8M–$2.0M economic estimate as council readies July decision on Rock the Locks

Consultants for the city presented community engagement results and an economic impact estimate for the Rock the Locks music festival, telling the Umatilla City Council that public opinion is sharply divided and that economic activity from nonresident visitors in 2024 likely generated about $1.8 million to $2.0 million in total economic output for the city.

The community engagement firm Jensen Strategies reported 500 survey responses, a town hall of roughly 30 participants and neighbor meetings; it said 272 respondents identified as Umatilla residents and 38 as neighbors within about 600 feet of festival stages. Jensen summarized a split set of views: about 55% of Umatilla residents and immediate neighbors favored extending the festival at least one more year, while about 40% said the city should end it now. The consultant recommended annual reviews if the council extends the event and emphasized sound mitigation, transparent cost data and continued neighbor engagement.

The economic consultant, EcoNorthwest, presented a visitor‑based analysis that used cell‑phone “geofencing” and standard visitor‑spend benchmarks to estimate the festival attracted…