|
|
|
|
|
|
|
|
|
|
|
TO: |
Mayor and Members of Council |
|
|
|
|
FROM: |
Barbara M. Roth, Director, Recreation and Culture
Services |
|
|
|
|
PREPARED BY: |
George Phillips, Manager, Museum |
|
|
|
|
DATE OF MEETING: |
2004-Sept-13 |
|
|
|
|
SUBJECT: |
Follow-up Report on the Sunnyside Amusements
Carnival at the Museum July 22 to July 25, 2004 |
|
|
|
RECOMMENDATION:
That the follow-up report on the Sunnyside Amusements Carnival at the Museum July
22 to
PURPOSE:
Council requested a report detailing the
outcome of the event organized by Sunnyside Amusements. The report details the financial outcome
arising from the temporary installation of a travelling carnival at the
southeast portion of the Museum site for the period July 22 to
EXECUTIVE SUMMARY:
In mid June of 2004, Museum staff
requested that Council approve entering into an agreement with Mr. Jim Conklin,
President of Sunnyside Amusements, allowing the installation of one of his
travelling carnivals on the Museum site. Staff proposed that the installation
of the carnival would be of mutual benefit to the Museum and his company. The
carnival attraction would help drive attendance to the site during a time when
there were no special events planned and the Museum would receive a share of
the proceeds from the carnival rides. In addition, the Museum arranged for the
Royal Ontario Museum’s ‘Dino mobile’ to be on site at the same time as the
planned carnival adding further critical mass to attract visitors to the site.
BACKGROUND:
The
Museum proposed to Mayor and Council that an agreement be made with Sunnyside
Amusements (a carnival operator, part of the Conklin Group) allowing the use of
the south portion of the Museum parking area from July 22 to the 25, 2004, in
exchange for a portion of the revenue earned by the carnival.
Sunnyside
Amusements brought eleven rides and eight game and food booths. The carnival
was set up as specified on the parking area at the south end of the Museum
site, with parking for attendees provided at the north end parking area. The
operation of the carnival was conducted as agreed between the hours of
Ride
pricing was $14 for a 16-coupon strip and $2 for two coupons with the average
ride costing $2. Sunnyside supplied a
$15 “Pay one Price” voucher for all-day-ride bracelets. The ‘advance sale only’
vouchers were sold by the Museum.
Promotion of the carnival consisted of posters supplied by Sunnyside and
$1 off coupons distributed by the Museum.
The
The
opportunity to share in both the visitation and the revenue caused by the
Sunnyside Amusements Carnival is in alignment with both long- and short-range
goals for the Museum. The Sunnyside Amusements Company is part of the same
company that sold us our most recent attraction, a 1950 carousel. Mr. Jim
Conklin suggested the placement of the carnival at the Museum as a first step
in what could be a long-term partnership with the Conklin family.
Our
ultimate goal is to have more people visiting the Museum. In order for the Museum to achieve sustained
growth in visitation and revenue, it must become better known in the market for
the provision of worthwhile educational programming and fun family experiences
on a regular basis. In order to do that within the Museum’s budget, it involves
the effective seeking and negotiation of partnerships, something the Museum has
done reasonably well on a smaller scale to date and will, with Council’s
approval, more aggressively pursue in the future.
OPTIONS/DISCUSSION:
The operation of the carnival generated modest
revenue for the Museum. An estimated 1,500 people attended producing total
gross revenue of $8,466.
No
complaints from the public were received by the Museum; carnival-operating
staff was cooperative and willingly accommodated the Museum’s requests. The
carnival staff expressed satisfaction with the service provided by the Museum.
With the assistance of the Legal Department,
the Museum investigated the potential liability presented by the presence of
this attraction on the Museum site, and found that the insurance coverage ($5
million in liability) is adequate to protect the Town.
The Museum Manager conducted an informal survey
of reactions of our immediate commercial neighbours. The majority were curious
about how the carnival fared financially and if the Museum would be hosting
carnivals on a more frequent basis. The operators of nearby retail businesses
were generally of the opinion that the presence of the carnival had a positive
impact on their businesses.
Since the Museum did not need to displace any
other revenue-generating event or rental and incurred nominal expense to
support the installation of the carnival, the carnival installation was a net
positive contributor to the Museum with no contingent risk.
FINANCIAL CONSIDERATIONS:
The Museum did not incur any significant costs
to support this event other than supplying water, and posting posters and
distributing coupons.
The total gross revenue received by the
carnival was $8,466; net of taxes the revenue was $7,912. The Museum received
15% of the total net or $1,186.82, as per the agreement.
BUSINESS UNITS CONSULTED AND AFFECTED:
Legal
Clerks
ATTACHMENTS:
APPENDIX
A – Letter from Sunnyside Amusements dated
|
|
|
|
|
Barbara M. Roth, R.D.M.R. Director, Recreation & Culture Services |
|
Jim Sales Commissioner, Community and Fire Services |
Q:\Recreation\SITES\SIT010\Reports\Sunnyside
Follow-Up.doc
