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 nearly 9,600 visits from beyond the local area over three days and generated an estimated $1.7 million–$2.2 million in output, roughly $1.0 million in value‑added (local GDP equivalent) and support for about 18–22 jobs. EcoNorthwest said results are sensitive to assumptions about overnight stays and noted the city’s lodging capacity (about 262 rooms/spaces) constrains how much spending can be captured locally.

Jensen’s findings also highlighted community concerns: public safety, traffic, trash and especially sound. The firm said that neighbor meeting respondents reported some improvement from sound mitigation measures in 2024 but that many still found noise levels disruptive; comments reflected both that the festival brings pride and economic activity and that impacts on some neighbors are significant. Jensen recommended the council require annual check‑ins focused on cost recovery, local economic benefit and sound mitigation effectiveness, and suggested considering a representative survey if council wants a statistically representative measure of community opinion.

During the meeting, several residents spoke during the public‑comment periods. Roxy Fudge of Umatilla urged council support for the festival, saying it “draws thousands, boosting sales for our local businesses” and helps the city’s sense of pride. Kelly Nobles thanked parks staff and urged that the budget include festival funding because it may be harder to add later. Mia Padgett, a neighbor, raised concerns about the survey methodology and how nonresident respondents were represented in graphs, and questioned whether survey graphics gave undue visual weight to responses that the city said are outside its primary decision group.

Council members and staff asked consultants follow‑up questions about monitoring and how the city should demonstrate progress. Jensen said the plan should be updated every five years with interim monitoring (annual or biennial checks), and EcoNorthwest said its analysis intentionally limited the calculation to impacts within the city of Umatilla (not the broader regional capture used in other reports), which helps the council understand local capture versus regional spillovers.

No decision to extend or end Rock the Locks was taken at the meeting; Jensen reminded the council its next formal decision point is scheduled for the July meeting and reiterated the consultants’ request that the council consider annual monitoring conditions — especially cost recovery and measurable sound mitigation — if it chooses to approve more years.

Community members asked for the detailed sound measurement data used after the 2024 event; city staff and the promoter said decibel records and post‑event reports exist and are being used to set contractual sound ceilings and enforcement authority for sound technicians. Staff said new band contracts this year include explicit maximums and give technical staff authority to enforce limits.

The consultants provided written reports to the council packet and offered to answer follow‑up questions; councilors thanked them and said they would review the materials ahead of the July decision.

For the July meeting, Jensen and EcoNorthwest advised the council to consider: requiring full transparency on festival revenues and expenses, setting a cost‑recovery threshold (many survey respondents favored at least a 1:1 return), codifying sound ceilings and enforcement in promoter contracts, and maintaining regular neighbor engagement and annual performance checks.