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Sonoma agrees to subsidize Jazz Plus event

Posted on January 26, 2011 by Sonoma Valley Sun


The Sonoma City Council is willing to grant the Sonoma Jazz Plus music festival up to $50,000 in annual subsidies to lock the event into a five-year commitment.

Councilmembers unanimously agreed that any money invested in the event would be more than returned in sales and room taxed generated by festival attendees.

“You’ve got to spend money to make money,” Councilmember Ken Brown told the Jan. 19 meeting. “There are retailers counting on events like this to survive.”

What Councilmember Tom Rouse called “the crown jewel” of Sonoma events was moved from its traditional Memorial Day weekend to the weekend prior. Organizers said the change would drive tourist traffic on what is normally a slow weekend.

The festival, which received fee waivers last year, asked the city to permanently waive parking lot rental and staffing fees, and pick up the tab for renting the Field of Dreams.
Given its economic and promotional value, losing the event, said Mayor Laurie Gallian, “would be killing an incredible opportunity.”

The panel agreed in concept to the request and asked city staff to come up with a creative approach, including deploying Community Development Agency funds and getting the county to chip in, to deliver support at minimal out-of-pocket expense.
Additionally, the five-year deal is to include a provision to revisit the subsidy levels each year.




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