The Cove’s signature summer festival needs financial support and some sunshine if it is to stay afloat.
A lack of funding combined with cloudy weather at the end of August has put the organizer of Deep Cove Daze in financial risk.
Musart executive director Tyler Pearson says rainy weather during the 2015 and 2016 events plunged him into the red and the organization into debt. Deep Cove Daze only generates revenue from donations at the gate and alcohol sales at the beer garden, explains Pearson, as he prepares for this year’s event.
“This shouldn’t be this case for any community event like this,” says Pearson, who’s been organizing the event for 21 years. “All revenues and expenses should be guaranteed rain or shine, such as the Cates Park Concert Series.”
Pearson budgets $100,000 a year for both Deep Cove Daze and the Cates Park Concert Series, which have now been running for two decades under the direction of the Musart Cultural Society.
Deep Cove Daze traditionally takes place in Panorama Park on the last Sunday in August and features live music from local talent, an artisan market, food trucks, kids’ activities, midway rides, and the ever-popular cardboard kayak competition.
In 2015, Musart blew through its contingency fund leaving the society in serious debt in 2016, says Pearson. The next year they broke even on a sunny day, but not enough to reimburse their previous debt or contingency fund.
“This isn’t the first time in 21 years that I had to float Musart with my own money for several years until it earned enough to pay me back,” says Pearson.
A site-wide licence change in 2015 saw adults being allowed to walk around Deep Cove Daze while holding their beer or cider.
This was in response, says Pearson, to the community and event sponsors who felt having a beer garden encouraged heavy drinking.
Allowing guests to casually walk around with a drink completely changed the vibe of the fest for the better, says Pearson, but not without another financial hit.
“The overall liquor sales dropped by over 30 per cent on a sunny 2017 compared to a previous sunny Deep Cove Daze,” Pearson notes. “Plus the expenses to fence off the entire event increased by more than seven times, additional security increased by almost double, and porta-potties doubled.”
As of right now, Musart’s challenge is to balance the budget for the event and come up with ideas to cut expenses and increase guaranteed revenue – rain or shine.
Organizers would like to sell tickets for the event – currently they haven’t had approval from the District of North Vancouver to do so – and find more sponsors to cover the fence and security costs, on top of the midway rides and other expenses.
“For 20 years the midway paid us a fee and that changed last year for the first time,” Pearson says.
Musart annually receives a $15,000 arts and culture grant through both the district and City of North Vancouver and also relies on corporate sponsorship.
Pearson says they are currently searching for a company to pay a “rather hefty” guaranteed fee to take care of the liquor licence for the event, at their own risk.
To increase liquor sales, Pearson also want to introduce a hillside service that will see servers deliver drinks to patrons at their blankets on the hill overlooking the water.
Deep Cove Daze organizers are also considering bringing back the revenue-generating beer garden that holds 500 people.
“But keep it in the upper parking lot away from being a focal point of the event to save costs on the fencing and security requirements,” Pearson adds.
In addition to finding a way to cut expenses and increase their revenue, Pearson says Deep Cove Daze needs a better volunteer committee to market the event, find sponsors, work the gates and help with setup and takedown.
“We have tried for years with no success to put together what I know this event definitely needs more than anything … and that is a huge, committed, volunteer community committee to help on all aspects,” he says. “Because if I leave then who’s going to step up? Who’s going to put five grand of their own money in when things don’t work financially?” ■
