Tulare Allocates Funds for Adventist Health Amphitheater Growth

The City of Tulare has decided to temporarily utilize general fund reserves to support operational costs for the recently opened Adventist Health Amphitheater at Zumwalt Park. This financial strategy aims to facilitate the venue’s long-term growth and sustainability as it adjusts to the local entertainment landscape.

Opened in May 2023, the amphitheater has already begun attracting visitors from diverse regions, with attendees reportedly coming from 18 different states and over 200 cities. Marc Mondell, Tulare’s city manager, acknowledged that it may take up to three years for the venue to achieve self-sustaining financial stability. “Our goal is to try to balance our costs with the revenues that we derive from the concert series,” Mondell stated.

Despite the promising influx of visitors, Mondell noted that local attendance remains a challenge. So far, only approximately 6% of attendees have been local residents. “We monitor all of those things and we keep tweaking them,” he added. The city is actively working to enhance community engagement through various initiatives and offerings.

Promoter Todd Speelman of Spade Entertainment is optimistic about increasing attendance. He revealed that the company is investing significantly in marketing, aiming to boost visibility and attract more visitors. “We’re also utilizing our sponsors’ databases and sending out special offers to get people to the venue,” Speelman explained.

Despite early struggles with ticket sales, Mondell remains hopeful. He indicated that the amphitheater is on track to improve attendance figures, potentially reaching the city’s target of welcoming between 35,000 and 50,000 visitors annually. He stated, “I think there’s a very good chance of it by the end of next year, and certainly by year three.”

The City Council approved a resolution in July 2023 that allows for up to $400,000 to be drawn from general fund reserves to cover expenses during this initial phase. The fund will be replenished as naming rights payments from Adventist Health are received. Mondell explained, “My recommendation was to use that naming rights money to cover these expenses.”

Beyond concerts, the amphitheater is also exploring diverse programming to cater to community needs. Previous events have included free concerts featuring regional talent, yoga classes, and various nonprofit gatherings. Mondell highlighted the amphitheater’s flexibility, stating, “We have other parties, nonprofit events, and school plays or musical productions.”

With a maximum capacity of 5,500 people, the venue seeks to host artists with fees ranging from $25,000 to $150,000 per show. Mondell emphasized that patience is crucial for the amphitheater’s growth. “When you start a new business, most typically it’s not profitable from year one,” he noted. The city’s long-term vision is to ensure that the venue not only covers its operational costs but also contributes positively to the local economy through increased hotel, sales, and gas tax revenues.

As the amphitheater continues to evolve, city officials and promoters are committed to enhancing its appeal and ensuring its role as a cultural hub for both locals and visitors alike.