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Old School Square reports robust summer events, but ticketed pop‑2000 concert ran a deficit; DDA staff outlines programming and sponsorship plans
Summary
Old School Square reported strong summer attendance for free and community events and launched a multi‑pronged marketing push, but a recent Pop 2000 ticketed concert ran an estimated deficit that staff said will be reconciled and analyzed.
Old School Square staff and DDA marketing personnel gave a mid‑summer briefing July 14 on a slate of cultural programs, marketing initiatives and a new visitor-savings pass. Staff described strong attendance at free and low‑cost events, outreach successes and a high-profile museum opening — but also reported a shortfall on a newly promoted ticketed concert that will require follow-up analysis.
Victoria (last name not specified) and museum director Mariska (last name not specified) summarized programming and audience metrics: the Love Del Rey “Full Moon” yoga and sound-bath event drew some 600–700 registrants; Old School Square’s pop-culture museum opening and a slot on a Pop 2000 ticketed concert attracted new attendees and national touring acts; and the visitor center reported an overall 16% year‑over‑year increase in June traffic. Staff said their public‑relations and social-media campaigns generated high monthly impressions and strong email engagement rates (the DDA reported an email open rate near 47%).
On revenues and costs, staff provided provisional figures for the Pop 2000 concert: estimated ticket revenue of about $56,000 and estimated expenses of about $75,000, yielding an estimated deficit of roughly $19,000. Staff noted those numbers were preliminary and subject to final reconciliation; they also described nonfinancial benefits, such as reaching new audiences and bringing first‑time visitors to the Old School Square campus.
Old School Square and DDA teams described a calendar of upcoming programming: free summer sunset concerts, an August 2 fitness/cold‑plunge event, a September restaurant month and a major August 13 DDA town‑hall. The museum reported an exhibition that used regional and national artists and drew a strong, multi‑generational audience; staff said it also generated gallery sales and donations.
Staff outlined ongoing economic‑development efforts: a Savings Pass mobile program for restaurants and retailers that had more than 1,800 signups and 177 redemptions at the time of the meeting; ongoing work on a new DDA website targeted for a Sept. 1 launch; and continued outreach to groups, tour operators and event promoters. Visitor‑center volunteers reported handling increased inquiries and producing curated welcome bags for visiting groups and reunions.
Board members praised staff for the marketing results and for the Old School Square programming, but some asked staff to provide final reconciled numbers after the Pop 2000 event. DDA leaders also signaled an intent to continue seeking sponsorships and to refine the festival/concert model so ticketed events can break even or net revenue in future seasons. Staff said they will return to the board with reconciled financials and recommendations on pricing and production costs.
The board celebrated volunteer engagement and public‑private partnerships while encouraging staff to continue refining cost controls, sponsorship pipelines and audience-development strategies.
