San Gabriel council raises Dumpling & Beer Festival vendor fees, tweaks beer-ticket prices and approves youth partner

San Gabriel — The City Council voted July 1 to amend the fee schedule for the city's annual Dumpling and Beer Festival, approving higher vendor participation fees and raising beer-garden ticket prices, and later approved a $5,000 agreement with the Asian Youth Center to support the festival's operations and youth programming.

Economic development manager Karen Coe told the council the changes are intended to cover growing operational costs for the festival, which draws an estimated 5,000 to 7,000 attendees annually and has expanded in recent years. "Altogether, these adjustments will help offset event cost and support the continued success of the festival for years to come," Coe said during the public hearing.

Why it matters: The fee changes and the AYC partnership affect how the city funds and operates one of its largest annual events, and council members pressed staff for details about capacity, ticketing and the cost of outsourcing event coordination.

What the council approved

- Vendor fees: Staff recommended and council approved increases to vendor participation fees for the Dumpling and Beer Festival. Food truck fees will rise from $100 to $200; food booth fees will rise from $200 to $300. Coe said the increases reflect additional staff time, equipment and permitting support the city provides to vendors.

- Beer garden ticket pricing (amended by council): Staff initially proposed early-bird tickets at $40, general admission at $45 and a $50 day-of price (and a new $20 designated-driver ticket). After discussion, the council amended the proposal and voted to adopt the following beer-garden pricing for 2025: early-bird $40, general admission $50 and day-of-event $60. The council also approved a $20 designated-driver ticket that provides nonalcoholic beverages and limited access inside the beer garden.

- Partnership and contract: Later in the meeting, the council received a recap of the 2024 festival and voted to approve an agreement with the Asian Youth Center (AYC) for the 2025 festival, authorizing the city manager to execute the agreement. The contract includes a $5,000 payment to AYC to assist with the one-day alcoholic beverage control (ABC) licensing and youth-focused programming tied to the festival.

Votes and formal actions

- Amendment to city fee schedule (vendor fees and beer-garden prices, with the council's $40/$50/$60 ticket amendment) — Motion moved by Vice Mayor Chan; motion passed, 5-0.

- Receive-and-file festival recap and approve agreement with Asian Youth Center (authorize city manager to execute) — Motion moved by Council Member Ding; motion passed, 4-0, with Council Member Herrera Avila abstaining. Herrera Avila disclosed she is on AYC's board; the city attorney advised that board membership alone does not create an automatic financial conflict under FPPC rules, and Herrera Avila opted to abstain from the vote.

Background and council discussion

Coe reminded the council that the Dumpling & Beer Festival began in 2015 and has grown into a major event for the Mission District. Last year's festival featured five breweries and 21 food vendors, and staff estimated the beer-garden capacity at roughly 800 tickets on average (with a goal of up to 900 if more breweries participate). Coe said last year roughly 169 early-bird tickets and 269 general-admission tickets were sold, with total beer-garden ticketed attendance of roughly 714 in 2024; staff cited an average of about 800 based on multi-year records.

Council members pressed staff on capacity and logistics. Council Member Ding asked about ticket limits and whether early-bird sales could be capped to encourage advance purchases; staff said limits and deadlines could be used to manage capacity and layout planning. Council Member Herrera Avila asked whether the fee schedule change would apply citywide to other events; staff clarified the fee adjustments approved that night specifically apply to the Dumpling and Beer Festival.

Staff also presented a recap of planning efforts and a cost analysis for hiring a professional event operator. Community development staff issued a request for proposals on May 8, and by the June 2 deadline received four proposals ranging from about $45,000 to over $89,000. Coe told the council those bids would exceed the festival's current staffing budget of $30,000, which traditionally covers essentials such as entertainment, setup and marketing but not full event staffing. Council members discussed whether to continue in-house production, consider hiring outside help, or reassess ticket pricing and sponsorships to cover higher operating costs in future years.

Partnership with Asian Youth Center

The city has historically partnered with a nonprofit to obtain the ABC one-day license required for the beer garden. Coe reviewed past partnerships (Chamber of Commerce, Asian Youth Center and La Casa de San Gabriel Community Center) and recommended re-engaging AYC for 2025 in part because AYC has prior experience obtaining the ABC license and strong youth-programming ties that match a new community art contest staff plans to run as part of the festival's tenth anniversary.

City attorney guidance and disclosure

Council Member Herrera Avila disclosed she serves on the AYC board and asked whether she should recuse herself. The city attorney advised that nonprofit board membership does not automatically create a financial interest under FPPC rules, though a council member may choose to abstain for the appearance of conflict. Herrera Avila asked to abstain from the agreement vote but participated in factual questioning beforehand.

Other details noted by staff

- Attendance: The festival draws between 5,000 and 7,000 attendees each year. - Budget and bids: The city's current festival budget is $30,000; submitted event-operator proposals ranged from about $45,000 to more than $89,000. - RFP responses: Staff said the services in the RFPs included full-service event staffing, equipment rentals and on-site management and would reduce staff burden if the city chose to contract. - Vendor process changes: Vendor applications moved to a fully digital process in recent years; staff also worked with LA County Public Health for health and safety requirements.

What's next

Council directed staff to proceed with the approved fee schedule changes and to execute the agreement with the Asian Youth Center for the 2025 festival. Staff said it will continue outreach to breweries and vendors, finalize ticketing limits and deadlines, and return to the council with any required follow-up items or budget adjustments for future years.

Ending note

Council members and staff also discussed longer-term funding and staffing models so the festival can continue to expand without overburdening city staff; several members suggested staff analyze whether higher ticket or sponsorship revenue could cover outside event-management costs for future years.