Page 79 - Colleyville FY21 Budget

continue to support these groups with the departments’ membership in the
organizations who utilize the venue. With a central location in the City of
Colleyville, the Center and its grounds provide a palette for life events. Whether
a holiday themed city event with concerts, fundraising banquets, baptisms,
birthdays, graduations, or memorials, the Center will remain a hub for the
community and our citizen celebrations in 2021.
Maintaining a community asset is integral to ensure its availability for future
generations. The Colleyville Center was completed 23 years ago through citizen
fundraising and a bond issue. Since then, upgrades have been done to improve
technology, and increase useable patio and grounds for ceremonies and
receptions. In 2021 the ongoing development of a park like setting on the existing
7 acres will continue with the addition of another 20 trees.

With over 25,000 guests in the facility annually, staffing will remain small but
mighty. The Center will continue to retain two full time employees to maintain, sanitize
and schedule all equipment repair.

Provide a venue that generates rental revenue to offset operating
expenses

The Department conducts daily huddles to align weekly, monthly and quarterly
rental goals. It is the Colleyville Center Department’s understanding of critical
business outcomes that aligns its employees to the importance of their
contribution as a piece of the puzzle.

In an effort to offset the maintenance and operation expense of maintaining the
Center, the facility is made available for private use at retail rates that are
competitive in the venue rental market. Center marketing efforts concentrate on
three targeted segments: Residents, Non-Resident, and Business.

Incremental revenue sources include value-added services such as up-lighting,
refreshments and linens. The Colleyville Center is a popular venue for both
wedding ceremonies and receptions. Over the last 3 years, marketing has focused
on bringing in businesses to fill the Monday-Friday 8am-5pm time blocks. Rental
rates for these customers are 20% higher than resident rates. Staff efforts will
continue to maximize revenue and utilization, while still being sensitive to resident
and civic use and maintaining rates set by our City Council.

In order to stay relevant in an extremely competitive venue market, the Center
Advisory Committee, comprised of both citizens and civic organizations, reviews
Center rates annually. Looking at trends in the hospitality and venue market, staff
will provide findings in 2021 that will be reviewed by Advisory Committee. Rental
rate increases, however if recommended to Council will not take effect until 2022.

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