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Director reports Winter Wonderland drew thousands and produced modest net revenue
Summary
Staff reported Winter Wonderland attendance, vendor gross receipts and sponsorships; after expenses the event produced about $94,005 net and staff will seek council appropriation to reinvest roughly $49,000 into park infrastructure.
Brad, presenting director-level updates, delivered a summary of the Winter Wonderland event spanning the year-end season, emphasizing attendance, vendor revenue and sponsorships.
He said the event had tens of thousands of visits and strong vendor performance: combined vendor gross for seven weeks was $343,363, sponsorships brought in about $80,500 in cash plus $37,000 in trade, and total revenue was reported at $488,003. Brad reported net revenue (after corrected entries) of $94,005.30 and said total expenses included staffing, rentals, decorations and significant marketing spend (more than $50,000 this year).
Brad described event operations and costs in detail and noted that some park infrastructure was damaged and has been repaired. He said staff will ask council for an appropriation to reinvest roughly $49,000 back into park infrastructure (lighting, electrical improvements, and other items to reduce vendor generator dependence).
Commissioners asked for line-item clarifications about the roughly $234,000 listed under supplies/miscellaneous; Brad explained that category includes reusable supplies, storage fees and equipment rentals and that many costs are capital investments that will carry forward.
Brad emphasized the event's community and economic role and thanked staff and volunteers, noting the event's growth in regional attendance and targeted marketing efforts.
