Five Flags Budget - SMG
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MEMORANDUM
May 31,2006
TO:
The Honorable Mayor and City Council Members
FROM:
Michael C. Van Milligen, City Manager
SUBJECT: SMG Proposed FY 2007 Five Flags Center Operating Budget
Leisure Services Manager GiI Spence recommends City Council approval of the Fiscal
Year 2007 Five Flags Center proposed operating budget submitted by SMG.
I concur with the recommendation and respectfully request Mayor and City Council
approval.
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Michael C. Van Milligen
MCVM/jh
Attachment
cc: Barry Lindahl, Corporation Counsel
Cindy Steinhauser, Assistant City Manager
Gil D. Spence, Leisure Services Manager
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MEMORANDUM
May 30, 2006
TO: Michael C. Van Milligen, City Manager
FROM: Gil D. Spence, Leisure Services Manage
SUBJECT: SMG Proposed FY 2007 Five Flags Center Operating Budget
INTRODUCTION
The purpose of this memorandum is to request City Council approval of the Fiscal Year
2007 Five Flags Center proposed operating budget submitted by SMG.
DISCUSSION
The management agreement the City has with SMG for the Five Flags Center requires
SMG to submit an operating budget in April for the following fiscal year. SMG was a
little late this year submitting their proposed budget.
During the Fiscal Year 2007 budget process, the City Council approved the benchmark
of $725,732. This is an estimated amount because the actual benchmark is raised by
the CPI percentage listed in the May index. This benchmark includes the management
fee paid SMG. That management fee is also an estimate because it is adjusted by the
percentage change in the CPI ending in May.
The actual property tax support in FY 2005 was $793,899 and the adopted FY 2006
support is $777,675. After the City Council approved the FY 2006 budget of $777,675
the benchmark was calculated, as described above, to be $701,190. SMG is confident
they will beat that benchmark. If the fiscal year support is less than the benchmark, the
City and SMG equally share that amount.
Attached is a copy of the budget submitted by SMG that shows a property tax of
$723,971, $1,761 lower than the amount approved in the budget process. The
information attached includes:
· A memo from General Manager Charles Gardner outlining the budget and annual
plan.
continued
Five Flags operating budget
page two
. Summary sheet of income and expense
. Detailed monthly revenue sheets
. Detailed expense sheet
SMG has budgeted for 114 events with attendance of 79,770.
The Five Flags Advisory Commission approved this budget at their May 15th meeting.
ACTION STEP
The action requested is that the City Council approve the FY 2007 Five Flags operating
budget as submitted by SMG.
GDS:et
Attachments
cc Dawn Lang
Five Flags Center
405 Main Street
Dubuque, IA 52001
(563) 5894254
Memo
To: Honorable Roy Buol, Mayor, City of Dubuque
Mike VanMilligen, City Manager, City of Dubuque
Gil Spence, Leisure Services Manager, City of Dubuque
City Council Members, City of Dubuque
Five Flags Commission Members
From: Charles Gardner
SMG General Manager
Five Flags Center
CC: Glenn Mon
SMG Senior Vice President
Joe Romano
SMG Regional Vice President
Tom Lorenz
SMG Senior General Manager
Date: 5/16/2006
Re: Fiscal Year 2006-2007 Budget and Annual Plan
Ladies and Gentlemen:
Attached you will find the proposed Fiscal Year 2007 operating budget for the Five Flags Center.
The budget projects a Net Operating Loss for the year of ($723,971).
Additionally, the agreement between SMG and the City of Dubuque for the management of Five
Flags Center calls for the submission of an Annual Plan. This plan is detailed herein.
1
FY 2007 OPERATING BUDGET
SMG's plan for the upcoming fiscal year is to present a realistic operating budget an emphasis on
maintaining tight control of operating expenses while continuing to pursue creative avenues for event
revenue generation. SMG has endeavored to take market and industry cond~ions into consideration
in the development of this budget. Included in this methodology is an evaluation of prior period
operating performance. Revenues have been budgeted to reflect an objective view of market
cond~ions.
FY 2007 SMG MANAGEMENT PLAN FOR THE MANAGEMENT AND OPERATION OF THE
FIVE FLAGS CENTER
Heading into the third year of operations under SMG, which will represent the first full year of
operations for the Five Flags Center ~h all of the facil~ up and operating after the extensive
renovation, Fiscal year 2007 presents both challenges and <lpportunities for the center. Overall
objectives for the Fiscal Year 2007 include:
. Increased concert performances at the Arena venue.
. Continued effort to maximize revenue and reduce overhead operating expenses.
· Continued emphasis on event expense recovery.
. An emphasis on maximizing revenue generated through concessions sales.
. A continued effort to provide a balance of event activities that benefits all of the facil~'s user
groups.
SMG will continue to cultivate relationships and work w~ local, regional and national event
promoters to host a broad spectrum of live entertainment event activity at the center including touring
attractions, family performances and special event activity.
Key to building on these relationships will be the success of the events during Fiscal Year 2007.
SMG staff will also continue to work ~h Thunderbirds staff to explore opportunities for enhancing
revenues generated by both the team and facility throughout the hockey season.
Desp~e the successes of Fiscal Year 2006 in the area of event activity, SMG expects event activ~ to
be less in Fiscal Year 2007 than in Fiscal Year 2006. Shows such as Disney On Ice, Harlem
Globetrotters and Lord of the Dance usually are not events that retum from year to year but are
events that retum every other year or every third year. Therefore, even ~h the same number of
concerts from Fiscal Year 2006 we cannot expect the same level of activ~ in Fiscal Year 2007. This
expectation is reflected in the Anticipated Event Activity report included herein.
We do expect an increase in activity from the Dubuque Thunderbirds due to their move from the
Minnesota Junior Hockey League to the Central States Hockey League. SMG expects the
Thunderbirds to have 28-30 home games which will include the regular season and any exhibition
games. In add~ion, ~h the newly negotiated contract with the team, SMG expects to generate more
revenue for the facility from concessions sales due to the added games and some incentive
programs that SMG expects will drive attendance to new levels previously unseen for the team.
2
SMG is proposing only one rate increase for Fiscal Year 2007. With the increased programming
activity in Fiscal year 2006, it has become apparent that we have difficulty competing with regional
facilities and area businesses for the skilled labor needed to keep a consistent stagehand and rigging
crew on staff. SMG proposes a pay rate increase for the following part-time employees.
They are:
. Hourly rate for a rigger to raise from $16.00 to $17.50
. Hourly rate for a stagehand to raise from $13.50 to $15.00
About SMG
SMG, the world leader in venue management, marketing and development, was founded in 1977
with the management of our first facility, the Louisiana Superdome. We soon grew to manage
convention centers, exhibition halls and trade centers, arenas, stadiums, performing arts centers,
theaters, and specific-use venues such as equestrian centers. SMG's clients benefit from the
company's depth of resources and its unparalleled expertise, leadership, and creative problem-
solving. Our successful growth has been built on the many partnerships, relationships, and
resources we have developed with our clients - both municipal and private. This unique
combination of resources, relationships, and expertise has allowed SMG to define and refine the
industry throughout its history.
ANTICIPATED EVENT ACTIVITY
Family shows:
The Family Show market will continue to be aggressively pursued by SMG.
Some of the events projected for this year include: Sesame Street Live, Lipizzaner Stallions and a
spring family show from Vee Corporation.
Concerts:
The arena is projected to host three concerts in the fiscal year including Alice Cooper on July I, 2006.
Sports events:
Both professional bull riding and the Wendy's High School Basketball Classic are scheduled during
the new fiscal year.
Hockey:
The Dubuque Thunderbirds begin play in September of 2006 with an expected 28 game home
schedule. SMG is projecting an average attendance per game attendance at 1,150.
3
AREA REPORTS
Operations:
The function of the Operations Department is to maintain building equipment, perfonn repairs to the
facilities, complete necessary set-ups and conversions for events and keep the Five Flags Center
clean and well maintained.
New this year, staff will utilize the specifically designed and proprietary SMG Maintenance Manager
software program for the management of facility operations. This customized program includes
preventative maintenance functions, work order distribution and record keeping that has made "back
of house" operations at the facilities "state-of-the-art."
SMG will continue to take the necessary preventative steps to ensure that the long-tenn maintenance
goals of the Operations Department include getting maximum life cycle usage out of all facility assets.
Asset maintenance includes but is not limited to:
· Test running the emergency generator quarterly.
. Rolling equipment maintenance - check operations, top off fluids, check brakes, check for
leaks, check tires, repair as needed. This equipment include: forklift, bobcat, scrubbers,
sweepers, and Zamboni.
. Maintain all electrical supply panels, wiring and receptacles
. Plumbing maintenance and repair
. Lighting maintenance and repair
. Fire extinguisher upkeep and maintenance - visual inspection, re-charging, recertification
and maintenance of fire cabinets.
· Janitorial eqUipment maintenance and repair including: leaf blowers, vacuums, power
washers, extractors, etc.
· Miscellaneous equipment maintenance including:
. Refrigerators
. Ice makers
. Doors, locks and panic devices
. Toilets
. Roll-up doors
. Elevator
SMG staff has created a Safety Committee to monitor and evaluate obvious and potential safety
hazards throughout the building as well as developing new ideas about keeping the Five Flags
Center a safe environment for employees and guests. Staff from every department meets on a
monthly basis to discuss these issues and to allocate the responsibilities for the agreed upon
solutions.
Currently, the Five Flags Center is in the process of being evaluated by Kroll for threat assessment
and by Zurich for risk assessment. Once completed, SMG will implement the suggested actions and
provide that infonnation to the client for their records.
4
Event Management:
To provide a range of services to Five Flags Center's clients to ensure the successful completion of
their events, SMG utilizes a two-prong system which includes an Event Manager to handle "front-of-
house" needs and a Technical Director to handle "back-of-house" needs. In an effort to elicit
feedback and improve our services, SMG will begin to provide a Post Event Questionnaire to
promoter reps and show management officials to detail their experiences and suggestions for
improvements.
Staffing/Security
Ushers, Ticket Takers, and Event Security personnel all work in-house directly for SMG. This allows
SMG to have better control of the staff, improves our customer service standards and reduces costs.
SMG utilizes the services City of Dubuque Fire Department to provide medical services at events.
SMG also works with off duty local law enforcement authorities to provide a safe and secure
environment for patrons attending our events.
In addition, SMG has in place a comprehensive Emergency Plan that has been updated to better
serve the needs of the facility and to implement the most current strategies to ensure the safety of the
facility's guests.
Training
SMG provides an initial "Service Stars Customer Service Training" for all event personnel including
the training all event personnel on emergency procedures. In addition, SMG provides ongoing
customer service training to all staff to ensure our staff is performing to the highest quality standards
and that the staff is apprised of the most up-to-date information available regarding the customer
service industry. Training remains ongoing and is included as a budgetary priority.
Sales and Marketing Efforts:
SMG has established a $30,000 marketing fund to which shall be used by SMG to attract to
events to the Five Flags Center. Also, through trade agreements and promotional relationships with
a growing number of media outlets, the Five Flags Center is able to market itself and specific events
without spending department budget dollars.
Having established the various sales opportunities for the Five Flags Center and created the
necessary collateral, the department now will begin to make contacts in the community to secure
sales of venue signage and develop mutually beneficial sponsorship opportunities. Direct mail and
personal sales calls are the main points of contact.
Event specific advertising is primarily executed by event promoters with SMG Marketing
handling mostly local print and cable media and local pUblic relations efforts.
A website (www.fiveflaoscenter.coml was launched in June of 2005 including an e-mail event
newsletter for those interested in Five Flags Center event activity via email. The website, built and
hosted by Parks Media Group, provides visitors with information on the facility, tickets, events and
more.
5
Accounting and Box Office:
In Fiscal Year 2006 SMG added the position of Box Office Manager to the payroll to handle
all of the Box Office duties as well as assist the Senior Accounting Manager with assorted accounting
responsibilities.
SMG is planning to implement the use of ticket scanners throughout the facility in 2007. This
implementation will help speed up the process of checking tickets at the entrances. The Ticket
Master Access Manager System that is used in conjunction with the scanners and Ticket Master's
Mail Manager software are two very powerful tools that will allow the Center to generate detailed
reports for clients to assist them in their marketing efforts.
SMG is also looking into options for either leasing an ATM machine or having a local bank
place one in the facility for the convenience of the Center's guests. SMG believes that this will
increase ticket sales and generate stronger concessions revenues.
The Accounting Department is responsible for Human Resources, Payroll, Purchasing, Box
Office Operations, Accounts Payables, Accounts Receivables, Financial Reporting, Event
Settlements and Budget Administration.
Concessions:
Five Flags has just completed its first year of operations with the newly renovated and
expanded concessions facilities. The Center has seen marked improvement in revenue-based
performance due to an expanded menu and intemal controls implemented this year. SMG expects
this trend to continue as we look to expand and refine the choices available to our guests.
In Fiscal Year 2006 the concessions department also developed new catering options for the
Thunderbirds to sell in marketing packages to groups. As with any new venture, there has been a
leaming curve for the team and the facility and the team. We will continue to work with the
Thunderbirds to refine the product to make it a more successful revenue stream for both parties.
Concessions are a major source of revenue for the facility and must operate not only to
provide a high quality of products and services to our guests, but must retum a substantial margin of
profrt to the overall bottom line for the complex.
6
Five Flags Center
For The Year Ending June 30, 2007
Description
Budget
2007
# of Events
Attendance
114
79,770
Event Income
Ticket Income
Rental Income
Reimbursed Exp
Event Expenses
Talent Fees
Direct Event Income
52,724
219,900
219,310
(369,112)
122,822
Ancillarv Income
Suite Ticket Sales
Club Seat Ticket Sales
Suite/Club Rentals
Concessions/Catering
Novelties
Ticket Rebates
Facility Fee
Other Event Revenue
Other Ancillary Income
Parking
Total Ancillary
Total Event Income
194,071
8,644
5,622
64,545
272,883
395,705
Other Operating Income
Advertising
Interest
Ice Rentals
Other Income
10,850
100
2,500
Total Other Income
13,450
Adjusted Gross Income
409,155
Indirect Expenses
Executive
Finance
Marketing
Operations
Box Office
Overhead
Total Indirect Expenses
138,307
59,539
6,250
344,723
52,529
447,249
1,048,596
Net Operating Income/(Loss)
(639,441)
Other Expenses
Management Fee IFF&E !faxes
Total Other Expenses
84,530
84,530
Net Income/(Loss)
($723,971)
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10
Advertising
TicketMaster Rebates
Facility Fee
Interest Income
Ice Rentals
Other Income
Total Other Income
SMG
FIVE FLAGS CENTER
BUDGET - FYE 6/30/2007
OTHER INCOME
Budgets
2007 2006
10,850
Difference
\0,850
\00
100
2,500
2,500
13,450
13,450
11
SMG
FIVE FLAGS CENTER
BUDGET - FVE 6/30/2007
Box
Executive Finance Mktg Office Ops Overhead Totals
Salaries - Administrative (addendum A) 112,722 46,479 25,750 266,049 450,999
Part Time - Administrative 16,995 16,995
Wages - Trade (addendum B) 128,087 128,087
Wages - Contracted
Taxes & Benefits 22,396 11,560 6,284 74,480 114,720
Net Labor Costs 135,118 58,039 49,029 468,615 710,800
Contracted Cleaning
Other Contracted Services 34,774 34,774
Contracted Lawn Service
Travel & Entertainment 500 750 750 1,000 3,000
Meetings & Conferences 500 750 750 500 2,500
Employee Training 1,000 1,000
Dues & Subscriptions 389 III 500
Mise Expense 1,570 1,570
Computer Expenses 1,000 2,500 3,500
Professional Fees 250 655 905
Printing & Photography 1,000 1,000
Marketing & Advertising 5,750 1,320 7,070
Box Office Expense 2,750 2,750
Resource Materials
Small equipment 750 750 1,500
Vehicle Maintenance 2,000 2,000
Architect Design Fees
Trash Removal 3,800 3,800
Landscaping
Snow Removal
Extenninating 350 350
Cleaning 350 350
Safety Equipment 250 250
Repairs & Maintenance 23,800 23,800
Supplies 23,050 23,050
Bad Debt Expense
Office Supplies & Postage 500 5,800 6,300
TelephonelLong Distance 1,800 10,250 12,050
Parking Expense 1,000 1,000
Parking Expense
Food & Beverage Overhead
Community Relations
Insurance 65,950 65,950
Utilities 235,750 235,750
Equipment Rental 1,350 1,350
Bank Service Charges 1,550 1,550
FF&E Expense 2,695 2,695
Labor Allocation (181,853) (181,853)
Management Fee 79,335 79,335
Net Materials & Services 3,189 1.500 6,250 3,500 (123,892) 447,249 337,796
Total Net Indirect Expenses 138,307 59,539 6,250 52,529 344,723 447,249 1,048,596