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Independence Days report: lower attendance, higher revenue and new volunteers
Summary
Staff reported lower in‑park attendance but higher gross revenue for Independence Days: gross receipts rose to $242,472 (up $72,502), with net revenue $41,680 to seed next year; staff highlighted volunteer recruitment, improved site layout and heat and Wi‑Fi problems to address before next year.
City staff and the Independence Days Commission presented an after‑action report Tuesday on the July Independence Days celebration, reporting mixed results: attendance was lower than in past years but revenue increased.
Courtney Williams, representing the Independence Days Commission, said volunteer outreach was a success, with about 25 new volunteers signing up to work shifts. Operational changes included moving fencing to the curb to keep sidewalks accessible and shifting main entertainment to evening hours to reduce heat exposure for attendees.
On attendance and finance, staff reported wristband sales of about 13,500 for July 4 (figure excludes children under 6) and just over 3,000 for July 5, which is lower than typical pre‑pandemic counts. Finance staff reported gross revenue of $242,472 — up $72,502 from the prior year — and net revenue of $41,680 that will be allocated to tourism events next fiscal year. Staff said expenses rose by roughly $40,525, primarily due to improved tracking of personnel and public‑safety staffing costs.
Williams and councilors also noted operational issues to address: recurring extreme heat during the event, dependence on personal hotspots that impaired Square (card) payments, and difficulty securing carnival vendors post‑COVID. Staff said they will pursue better vendor Wi‑Fi and continue volunteer recruitment and layout improvements for next year.
