Fiscal Year 2021 Year End Annual Report for Five Flags Civic CenterCity of Dubuque
City Council Meeting
Action Items # 2.
Copyrighted
September 20, 2021
ITEM TITLE: Fiscal Year 2021 Year End Annual Report for Five Flags Civic Center
SUMMARY: City Manager transmitting the Fiscal Year (FY) 2021 Annual Report for
Five Flags. Five Flags Manager HR Cook, who is employed byASM
Global (formerly SMG), the private management company for Five Flags,
will make a presentation to the City Council on the Five Flags Civic
Center FY 2021 Annual Report and fiscal year end financials.
SUGGESTED Receive and File; PresentationSuggested Disposition:
DISPOSITION:
ATTACHMENTS:
Description Type
Five Flags Center Annual Report for FY 2021-MVM
Memo
Staff memo
Presentation
City Manager Memo
Staff Memo
Supporting Documentation
THE C
DUjIBQTE
Masterpiece on the Mississippi
TO: The Honorable Mayor and City Council Members
FROM: Michael C. Van Milligen, City Manager
SUBJECT: FY 2021 Year End Annual Report for Five Flags Civic Center
DATE: September 14, 2021
Dubuque
WAWca 914
ii
2007-2012.2013
2017*2019
Leisure Services Manager Marie Ware is transmitting the FY 2021 Annual Report for
Five Flags. Five Flags Manager HR Cook, who is employed by ASM Global (formerly
SMG), the private management company for Five Flags, will make a presentation to the
City Council on the Five Flags Civic Center FY 2021 Annual Report and fiscal year end
financials.
v
Mic ael C. Van Milligen
MCVM:jh
Attachment
cc: Crenna Brumwell, City Attorney
Cori Burbach, Assistant City Manager
Marie L. Ware, Leisure Services Manager
THE CITY OF
DUB E
Masterpiece on the Mississippi
TO: Michael C. Van Milligen, City Manager
FROM: Marie L. Ware, Leisure Services Manager
SUBJECT: FY 2021 Year End Annual Report for Five Flags Civic Center
DATE: September 13, 2021
INTRODUCTION
Dubuque
All -America City
2007-2012.2013
2017*2019
The purpose of this memorandum is to request an opportunity for General Manager HR
Cook to share a presentation of the Five Flags Civic Center FY 2021 Annual Report and
fiscal year end financials with the City Council.
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The City has contracted with SMG (now ASM Global) since 2004 to manage Five Flags
Civic Center. The approved management agreement set up a benchmark. This
benchmark and the formula defined in the agreement are used in the submission of the
budget each year and the establishment of the actual budget for each year of operation.
The benchmark is the amount the City sets for ASM Global (ASM) of property tax
needed to operate Five Flags Civic Center. ASM is challenged to spend less than the
benchmark, thereby reducing the amount of property tax support needed. The
benchmark is calculated by taking total expenses less earned revenue for the Civic
Center, to get the property tax support. This calculation was completed in the beginning
by taking the average actual property tax support spent in FY 2002, 2003, and 2004
($682,091) and then increased annually by a set month CPI. inflation factor.
ASM's goal is to come under the benchmark but if the benchmark is not met, according
to the management agreement, the City must pay any amount over the benchmark.
ASM's incentive to meet and beat the benchmark gives them $0.50 of every dollar
under the benchmark.
DISCUSSION
As the administrator of the management contract for Five Flags Civic Center I meet
monthly with General Manager, HR Cook. At these meetings we review bookings, event
successes, operations, repairs, capital needs, and more. On a monthly basis ASM
shares their financial statement with me as well as the Budget and Finance Director
Jenny Larson and Assistant Director of Finance Cassie Ross.
I challenged HR to continue to hold the line on the financial bottom line in FY 21. In FY
21 they were asked to mirror the City's freezes which included no travel, no salary
increases and a freeze to the ASM Global management fee. Our ASM Global team at
Five Flags took on all those challenges.
HR and his team continued with furloughs into FY 21. ASM staff applied for the Iowa
Arts and Culture Emergency Relief Fund on behalf of the city and the Fund awarded
Five Flags Theater $58,000 for PPE and COVID related expenses. A Shuttered Venue
grant through the US Small Business Administration in the amount of $241,386.75 was
received as well.
One of the greatest achievements with the financial bottom line was the balancing of the
financials while slowly opening back up. The events that began instilled confidence in
our community that people could start attending events if they were comfortable
knowing a safe environment was being created for their return. The events started with
Dock Dogs and slowly building back up to larger and larger events. ASM innovated and
moved Theater shows into the arena for social distancing. They then continued to build
up and work to assure not only the attendees at events but also the performers and
their crews felt it was safe to be at Five Flags and get the shows back on the road.
ASM Global's Venue Shield program was professionally instituted and promoted to the
community in numerous ways. This created community/consumer confidence as Five
Flags was the first one in the nation to show how it could be done. The public
responded as shown in the year end financials with a series of successful events at the
end of FY 21. Five Flags was a national leader showing that a venue our size could
reopen, do it right, and market and bring people back to events.
ASM Global's Five Flags staff took on the challenges to beat the benchmark plus
incorporated the freezes instituted. They succeeded by closing FY 21 beating the
benchmark. That means both ASM Global as well as the City win for FY 21.
ACTION REQUESTED
I respectfully request an opportunity for General Manager HR Cook to present the Five
Flags Civic Center FY 2021 Annual Report and fiscal year end financials to the City
Council.
cc: HR Cook, Five Flags Civic Center General Manager
Jenny Larson, Budget and Finance Director
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Five Flags Center Mission Statement:
Strive to enhance the quality of life for the citizens of the Tri-State area and contribute to the community's
economic vitality by providing access to a wide variety of entertainment, culture and other activities, while
minimizing cost to Dubuque taxpayers.
Photography Contributed By: General Bob Felderman, Steven Schleuning, Rich Curiel, Digital Dubuque, Wes Schilling! Simply Modified
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When Five Flags Center presented its Annual Report to the City Council last
year, the full effect of the COVID-19 Pandemic was not yet known. What
was known, even by that point, was that Five Flags Center had lost out on at
least $375,000 in revenue due to cancelled or postponed events.
Since the fall of 2020, Five Flags Center has pushed toward a safe and
responsible re -opening of the facility. Beginning in late autumn, small
comedy and sports events were held, which paved the way for the first
arena concert in March of 2021. _ _
RE -OPENING SAFELY AND RESPONSIBLY
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RE -OPENING SAFELY AND RESPONSIBLY
MARCH 2O21
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Comedian Rodney Carrington Country Superstar Lee Brice Rock Band Firehouse
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REGIONAL EVENTS COMPARISON
Venue
City Events
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C E N T E R
EVENT ANALYSIS
Event Days by Fiscal Year
117
FY21 FY20 FY19 FY18 FYI FY15 FY13
Attendance by Fiscal
Year
99,042
87,821
62,051
27,617
80,393
66,042
65,063
FY21 FY20 FY19 FY18 FYI FY15 FY13
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FIVE FLAGS
C E N T E R
YEAR-END FINANCIALS
Gross Ticket Sales
Gross Food/Beverage Revenue
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YEAR-END FINANCIALS
INCOME EXPENSES
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C E N T E R
RE -OPENING SAFELY AND RESPONSIBLY
"WE'RE READY FOR YOU"
Five Flags Center
WE'RE READY FOR YOU...
Please Be Ready for Us!
We here at the Five Flags Center are excited to welcome
guests back into our building! But there are some
precautions we will be taking during the KOE WETZEL
concert this Saturday. We will open up the doors to the
facility beginning at 6:00 PM, with the show beginning at
7:30. Because you have purchased tickets to the event, we
wanted to fill you in on all the details you will need to know.
You will probably also notice a few extra precautions being
taken around the building, which we will explain in detail
below. Our new policies are based on ASM Globahs
VenueShield protocol, which has been launched in the
wake of the COVID-19 pandemic. You can find more
information by clicking the button below.
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BUD LIGHT LOUNGE EVENT PARKING
Doors open at 6.00 PM and Park all night in the Five Flans
Back Booth Alley, a local Center Parkina Romr_.. located
country duo will perform in the just 300 feel from Five Flats
Bud Light Lounge from 6:00 to Center. Concert parking opens
just before showtime. at 4,00 PM
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INCREASED CLEANING SPECIAL MIXED DRINK
Five Flags Center staff will be Enjoy "Honey Pain" —the special
cleaning and disinfecting mixed drink we've created for
frequently touched surfaces, the show Its served in a
since as door handles, at least special cup with an LED light
every 30 minutesthat flashes during the concert.
WE'RE READY FOR YOU...
Please Be Ready for Us!
We here at the Five Flags Center are excited to welcome
guests back into our building. But there are some
precautions we will be taking during the LINDSEY
STIRLING concert this Monday. We will open up the doors
to the facility beginning at 5:30 PM, with the show beginning
at 7:00. Because you have purchased tickets to the event,
we wanted to fill you in on all the details you will need to
know.
You will probably also notice a few extra precautions being
taken around the building, which we will explain in detail
below. Our new policies are based on ASM Global's
VenueShield protocol, which has been launched in the
wake of the COVID-19 pandemic. You can find more
information by clicking the button below.
BUD LIGHT LOUNGE EVENTPARKING
Doors open at 6:00 PM and Park all night in the Five Flags
Back Booth Alley, a local Center Parkins Ramo.. located
country duo will perform in the just 300 feat from Five Flags
Bud Light Lounge from 6A0 to Center. Concert parking opens
just before showtime. at 4:00 PM
E 9
INCREASED CLEANING SPECIAL MIXED DRINK
Five Flags Center staff will be Enjoy 'Honey Pain"...the special
cleaning and disinfecting mixed drink we've created for
frequently touched surfaces, the show It's served in a
since as door handles, at least special cup with an LED light
every 30 ra nutes. that flashes during the concert.
FIVE FLAGS
C E N T E R
Sales Channels. vs FY19
Ages: • • - - • Ticketmaster Phone: .02% -.5%
18-24 5% - • _ _ Internet: 18% -8%
25-34 21 % Ticketmaster App: 41 % +18%
Box Office. 41 % -10%
35-44 27%
45-54 25%
55+ 22%
Income:
$0-$30K 14% i
$30-$50K 23% `�, -
$50-$75K 24%
$75-$1OOK 13
$100-$125K 9%
$125K + 17%
FIVE FLAGSCE NTE R.COM WEBSITE STATISTICS
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WEBSITE TRAFFIC
SESSIONS IN FY21: 107,018
74% SINCE FEBRUARY 1
SESSIONS IN FY20: 144,347
SESSIONS IN FYI 9: 191,724
PAGEVIEWS FY21: 199,528
72% SINCE F =BRUARY 1
PAGEVIEWS FY20: 478,502
PAGEVIEWS FYI 9: 572,820
MOST VIEWS BY CITY
DUBUQUE
2. MADISON
3. OMAHA
4. CEDAR RAPIDS
5. MILWAUKEE
6. MINNEAPOLIS
7. DAVENPORT
8. CHICAGO
9. DES MOI N ES
10. DYERSVILLE
Notable Information
190,212 Sessions
344,693 Pageviews
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SOCIAL MEDIA
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@RFl--re,
It's officiall @CodyJinksMusic returns to the Five Flags
Center with special guest @WhiteyMorgan on
Saturday, July 171 Tickets will go on sale Friday morning
at 10:00 at the Five Flags Box Office and online
through FiveRagsCentencom and Ticketmaster.
.— fiveflagsceme,
* Liked by iowasian and 56 others
fiveflagscenter LIVE MUSIC IS BACK!!!
What a great way to get back to having concerts here at
Five Flags Center! Thanks to everyone who came out
tonight and thanks to @leebrice Brice for putting such a
great show!
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FIVE FLAGS
C E N T E R
• Highest Attendance Event: Julien Dubuque International Film Festival - 2,424 Total Guests
• Highest Attendance Single -Day Event: Lee Brice - 2,189
• Busiest Week: May 14-22
• NICC Graduation, Clarke Commencement, Dubuque Dance Studio,
Almost Famous Dance, Clay Walker & Tracy Lawrence, Boy Band Review
& Pop Rocks!, Air Supply
• Total Attendance: 6,237
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RE -OPENING SAFELY AND RESPONSIBLY
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THE BUQUE AREA LIFESTYLE MAGAZINE A
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Five Flags Center hold its first arena concert since
pandemic shutdown
By Becky Phelps
VublisFed: Mar. 13, 2021 at 1Qd]PM CST
Galt®®
DUBUQUEIowa(KC )-Around2,200peoplecametothe Five Flags Civic Centerin Dubuqueon Ga ,dayforawncertbycountry
us mic slay Lee Bnce, the centers first major concert in more than a year after shutting down last March it.. to the pandemic.
Some people, like Cerise Giddings and her family, traveled from out of stare to be there. They made it a goal to be some of the fro
people u, line.
'This will bs our first wncert sins COVID, so wejult can't it to get in there'Giddings said.'I'Ve missed it I really want to get back
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FIVE FLAGS
C E N T E R
Five Flags Center has had one of its busiest summers since ASM
Global took over management of the facility, with a full SIX ARENA
CONCERTS over the months of June, July, and August.
• June: Corey Taylor & The Cherry Bombs
• July: Styx, Lindsey Stirling, and Cody Jinks
• August: Buckcherry and Koe Wetzel
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1 1. INSTAGRAM: MADNESSTOCREATION
Some of the previously known issues facing Five Flags
Center, including inadequate restroom and
concessions facilities, have only become more
apparent since re -opening.
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DUBUQUE SYMPHONY ORCHESTRA
After converting their annual Holiday Pops to
virtual performances, DSO returned to live concerts
in February, with audiences socially spaced and
face coverings required. The orchestra is planning
a full season of performances in 2021-22.
FLY-BY-NIGHT PRODUCTIONS
COVID-19 forced Fly -By -Night to cancel its entire
2020-21 season. The theater group plans a full
season in 2021-22, beginning with performances of
"Waiting for Waiting for Godot" later this month.
FLY SY-NIGHT PRODUCTIONS presents
I ft
ITING FOR
GODOT
Comedy At Its Absurd Best!
September 17, 18, 19 &
24, 25, 2021
Bijou Roam
Five Flags Center
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