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Council sends Foodzilla and food-truck impacts to economic development ad hoc, requests website analytics
Summary
Following complaints from brick-and-mortar merchants about lost sales during Foodzilla events, the San Fernando council referred the matter to the economic development ad hoc and requested Discover San Fernando/MyValleyPass website and social-media analytics to gauge event-driven benefits.
Council Member Marcello Solorio opened a discussion about food-truck events (branded as Foodzilla) after receiving mixed feedback from restaurants that some reported reduced sales during the events while others said the gatherings drove foot traffic.
Solorio asked staff to collect feedback from nearby businesses and return with recommendations to support both the event and local merchants. Ron Garcia said the Discover San Fernando website and MyValleyPass marketing have showcased more than 30 brick-and-mortar businesses and that Foodzilla draws several thousand attendees per event. He added MyValleyPass has influencers with followings of around 400,000 but said detailed analytics tying website visits to local foot traffic were not immediately available from the vendor.
Council directed the economic development ad hoc to review business impacts and asked staff to request analytics from MyValleyPass and provide available metrics to the ad hoc. The motion to refer the item to the economic development ad hoc and to ask staff to secure website analytics carried without objection.
Next steps: staff will follow up with MyValleyPass to request analytics on website traffic and social-media reach and report back to the economic development ad hoc.
