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City receives post‑event report after stadium pilot event showed a net loss
Summary
Council received and filed a post‑event analysis of a Stadium pilot event; staff reported the city spent $128,452.66 on the event and will recover $6,856.45, while organizers retained a portion. Councilmembers urged working with experienced promoters and discussed stadium upgrades to attract larger, profitable events.
The Santa Ana City Council on March 4 received and filed a post‑event summary for a pilot festival held at the city’s stadium after council members debated whether to pursue larger commercial partners for future events.
Councilmember Hernandez, who pulled the consent item for discussion, said the staff report showed the city’s expenditures for the event totaled $128,452.66 and that the city would recover $6,856.45 — roughly 10 percent of what the city spent — with the event organizer, Power of 1 Foundation, retaining $61,708.08. Hernandez described the event as a pilot and urged the city manager’s office and Parks and Recreation to seek partners that can reliably sell tens of thousands of tickets so future events would be profitable.
Council members described operational successes — the city learned how to close the stadium, protect turf and staff event operations — but said the pilot’s ticket sales and staffing model were insufficient to cover city costs. Councilmember Penalosa raised concerns about the stadium’s current locker rooms and concession facilities, saying major acts typically expect upgraded back-of-house amenities. Councilmember Sarah asked staff to prepare a clear plan showing costs needed to modernize the stadium and to make the venue more marketable.
City Manager Nunez and other councilmembers said future events should be pursued with promoters experienced at selling large concerts and sporting events; several members advocated for contracting with experienced promoters — and for considering limited fee waivers or revenue-sharing arrangements only where they make financial sense. Councilmember Fan noted the event had been initiated by the outside organization and that staff had used the pilot to identify stadium needs.
The council received and filed the post‑event summary by voice vote (7–0). Members asked staff to return with proposals for attracting larger promoters, options to invest in stadium upgrades, and clearer up-front financial agreements for future renters.
