Beverly Hills City Council
January 4, 2022

AGENDA REPORT
Meeting Date: January 4, 2022
Item Number:

To: Honorable Mayor & City Council
From: Jenny Rogers, Director of Community Services
Magdalena Davis, Special Events and Filming Coordinator Stephanie Harris, Community Services Manager
Subject: UPDATE FROM THE CITY’S ARTS AND CULTURE COMMISSION

AND COMMUNITY SERVICES DEPARTMENT ON PUBLIC ART

DISPLAY FOR FRIEZE WEEK IN BEVERLY HILLS FOR FEBRUARY
2022; AND

RESOLUTION OF THE COUNCIL OF THE CITY OF BEVERLY HILLS

DECLARING CERTAIN ART TO BE PUBLIC ART AND EXEMPT FROM
THE RULES OF RESOLUTION NO. 07-R-12304
Attachments: 1. Resolution

2. Frieze Sculpture Garden Beverly Hills Update

3. October 26, 2021 Staff Report with
Attachments

4. November 2, 2021 Staff Report

RECOMMENDATION
City Council was supportive of a partnership with Frieze to provide enhanced community programming as part of Frieze Week in Beverly Hills, including installation of Frieze Sculpture Garden Beverly Hills in Beverly Gardens Park. Staff recommends that Frieze present to Council the park locations and galleries proposed to participate, along with potential local sponsors to allow for a more diverse and inclusive selection of artists and artworks to be showcased as some artists may not have sufficient gallery sponsorship and support to underwrite their participation.

Additionally, to allow for displays of structures within the City’s public parks, staff recommends a resolution be adopted that any art installed for this co-hosted Frieze Week in Beverly Hills, including the Frieze Sculpture Garden Beverly Hills, would be exempt from the regulations regarding private displays and structures as City art.

INTRODUCTION
F-4
Meeting Date: January 4, 2022

Based on previous direction given by City Council, this report details an update to the City’s Arts and Culture Commission and Community Services Department on the City cosponsored programming during Frieze Week in Beverly Hills including Frieze Sculpture Garden Beverly Hills in partnership with Frieze, to coincide with their international art fair, to be held in Beverly Hills, February 17-20, 2022.

This update includes a resolution requested for Council to adopt, which allows for the temporarily installation of public art in a City park as part of a City Arts & Culture event (Attachment 1).

DISCUSSION
The Arts and Culture Commission and Community Services Department have received Council support to partner with Frieze 2022 (Frieze), to enhance the international art fair held in Beverly Hills for the first time with the West Coast premiere of a Frieze Sculpture Garden in Beverly Hills and free community programming (Attachments 3 and 4). This report serves as an update on the installation of proposed public art in Beverly Gardens Park by the City and Frieze that is inclusive and diverse, and free and open to the public.

Frieze originally proposed between ten and fifteen art pieces to be installed in Beverly Gardens Park from the start of “Frieze Week in Beverly Hills” until approximately early May 2022. This coincides with the Frieze fair, held in Beverly Hills, at 9900 Wilshire Boulevard, adjacent to the Beverly Hilton, Thursday through Sunday, February 17 – 20, 2022. The placement of these sculptures will be in various parcels of Beverly Gardens Park, from Alpine Drive to Walden Drive, adjacent to N. Santa Monica Boulevard, as well as from Carmelita Avenue to Whittier Drive, adjacent to Wilshire Boulevard (Attachment 2).

The participating galleries include many regional businesses, local to Beverly Hills, which will provide a diverse and inclusive collection of contemporary art of the finest caliber. Participating galleries are proposed to include:
 Blum & Poe
 Commonwealth and Council
 Gagosian
 Gladstone Gallery
 Harper’s
 Hauser & Wirth
 Karma Gallery / Jessica Silverman Gallery
 Lisson
 Pace
 Parker Gallery
 Soft Opening
 White Cube
The artwork that Frieze proposes for the Sculpture Garden in Beverly Hills represents a diverse array of artists, including young, indigenous, male and female artists of color. With some of these artists not being as established with galleries that can take on the costly nature of these temporary installations, Frieze is working to bring on a local sponsor, who will assist in offsetting the costs of these particular pieces, and any other unexpected expenses involved in installation of these sculptures.

Meeting Date: January 4, 2022

In previous public/private partnerships, where the programming is free and open to the public, host organizations have included additional local sponsors to offset costs. Previous examples include BritWeek which featured The Maybourne as sponsors of the Car Rally, and Rodeo Drive Committee hosting the Concours d’Elegance Father’s Day Car Show with sponsor O’Gara Coach.

To allow for these public art displays, the City Attorney’s office has prepared a resolution for Council to adopt. Based on current regulations, private structures within the City’s public parks may not be temporarily installed. Staff has prepared a resolution be adopted that any art installed for this co-hosted Frieze Week in Beverly Hills including the Frieze Sculpture Garden Beverly Hills would be exempt from the regulations regarding private displays and structures as the art is public art due to the co-sponsorship by the City.

The installation of these sculptures as City art and their uses would be regulated by a City Special Events permit, and subject to logistical review and approval by City staff from a variety of departments to ensure safe and successful placement and exhibition for approximately three months as part of this City sponsored special event.

FISCAL IMPACT
There is no additional cost to the City as Frieze is responsible for managing all installation and sponsorship of the sculpture garden with the various galleries, including restoration of the landscaping within Beverly Gardens Park upon deinstallation of the exhibit and individual artworks.

Jenny Rogers,
Community Services Director
Approved By
ATTACHMENT 1
-1-
B0785-0001\2606935v1.doc
RESOLUTION NO. 22-R-______

RESOLUTION OF THE COUNCIL OF THE CITY OF BEVERLY

HILLS DECLARING CERTAIN ART TO BE PUBLIC ART AND
EXEMPT FROM THE RULES OF RESOLUTION NO. 07-R-12304
WHEREAS, in 1996, the City Council adopted Resolution Nos. 96-R-9493 and 96- R-9507 establishing regulations that limited private displays in public parks and prohibited overnight and unattended private displays of structures within the City’s public parks. The regulations were adopted in response to a decision of the Ninth Circuit Court of Appeals requiring the City to either adopt regulations governing private displays in the City’s parks or to allow all private displays in its public parks without regulation. The Council chose to adopt regulations governing displays because the Council was concerned that permitting unregulated private displays in City’s parks would result in a proliferation of displays that would significantly interfere with the appearance of the City’s parks and their intended recreational uses. The Council also desired to avoid any public misperception that the City endorsed messages communicated by unattended private displays and structures; and
WHEREAS, in 2005, the City Council adopted Resolution No. 05-R-12010 to temporarily revise the regulations regarding overnight private displays and structures within the City’s public parks in order to allow any private display to remain in Beverly Gardens Park for two nights in order to reduce the impact of the City’s regulations on the Affair in the Gardens Art Show and to allow more extensive private speech in that park. The City Council was willing to loosen the regulations temporarily to determine whether the regulations can be relaxed without compromising the legitimate state interests that the regulations serve. Between 2005 and 2007, the limited relaxation of the private display regulations significantly reduced the impact on the City’s art show and allowed more extensive private speech in public parks without undermining the basic purposes of the regulations. In 2007, pursuant to Resolution No. 07-R-12304, the City made the regulations permanent; and
WHEREAS, in 2022, the City is now co-hosting and co-sponsoring the Frieze Art Fair, which is an internationally recognized art fair held annually on several continents. The art fair has offered to temporarily place sculptures in Beverly Gardens Park as part of its co-hosting of the fair in Beverly Hills. Beverly Hills believes that this is City art due to the City’s participation in the event. The City will participate through the display of street banners and by providing transportation specifically for the art fair. Therefore, any art installed would be exempt from the regulations regarding private displays and structures. The City hopes that the Frieze Art Fair will be held in the City in future years; and
DocuSign Envelope ID: E0590204-D699-41A7-8691-59CA5DEBC6C8 -2-
B0785-0001\2606935v1.doc
WHEREAS, in an abundance of caution, the City will define what it means to cosponsor an art fair and allow the fair to place sculptures in Beverly Gardens Park. The Council believes that providing such a definition will restrict the placement of unattended sculptures in City parks to those structures which will enhance the aesthetics of the park, represent City speech, and will not result in a proliferation of unattended structures which would interfere with the appearance or intended use of the parks.

NOW, THEREFORE, the Council of the City of Beverly Hills resolves as follows:

Section 1. Policy. The City will treat the erection of unattended sculptures as City art and exempt it from the regulations of resolution 07-R-12304 if the City sponsors the art fair and related events through the hanging of banners on light posts, the providing of free public transportation between the fair, the business triangle, and art placed throughout the city, and the provision of certain benefits to the residents of the City of Beverly Hills.

Section 2. Expiration. As the City did in 2005, this policy will be in effect temporarily to determine whether it accomplishes the City’s goals without undermining the purposes of the City’s regulations. Therefore, this policy will be in effect until December 31, 2024.

Section 3. The City Clerk shall certify to the adoption of this resolution and shall cause this resolution and her certification to be entered in the Book of Resolutions of the Council of this City.

Adopted:

ROBERT WUNDERLICH
Mayor of the City of
Beverly Hills, California
ATTEST:
(SEAL)

HUMA AHMED
City Clerk
APPROVED AS TO FORM: APPROVED AS CONTENT:

LAURENCE S. WIENER GEORGE CHAVEZ
City Attorney City Manager
DocuSign Envelope ID: E0590204-D699-41A7-8691-59CA5DEBC6C8 ATTACHMENT 2
Frieze Sculpture Beverly Hills 2022
Gallery Location
Blum & Poe Los Angeles
Commonwealth and Council Los Angeles
Gagosian Beverly Hills, New York, London, Paris, Rome, etc.

Gladstone Gallery New York, Los Angeles, Belgium
Harper’s New York, Los Angeles
Hauser & Wirth Los Angeles, New York, London, Hong Kong, etc.

Karma Gallery / Jessica Silverman Gallery New York / San Francisco Lisson London, New York, Shanghai
Pace New York, London, Hong Kong, Seoul, Palo Alto, etc.

Parker Gallery Los Angeles
Soft Opening London
White Cube London, New York, Hong Kong, Paris

Frieze Sculpture Beverly Hills 2022
Installation (TBC):

February 1 -9, 2022
Opening Date (TBC):

Wednesday, February 9 or Thursday, February 10 or Friday, February 11, 2022 De-install (TBC):

Will commence on Monday, May 2, 2022
Proposed Dates
ATTACHMENT 3

STAFF REPORT
Meeting Date: October 26, 2021
To: Honorable Mayor & City Council
From: Magdalena Davis, Special Events and Filming Coordinator Stephanie Harris, Community Services Manager
Subject: Request from the City’s Arts and Culture Commission and Community Services Department for Public Art Display, Special Event Programming, and Marketing of the Frieze Art Show in Partnership with Frieze Los Angeles to be Held in Beverly Hills February 2022
Attachments: 1. Proposal from Frieze Los Angeles

2. Letter of Support from Beverly Hills Conference and Visitors Bureau

3. Letter of Support from the Rodeo Drive Committee

4. Letters of Support from Gagosian and Marc Selwyn Fine Art Galleries

INTRODUCTION
Based on previous direction given by the Council’s Arts and Culture Special Events Liaisons and the full City Council, this report details a request from City’s Arts and Culture Commission and Community Services Department for public art displays, performing arts programming, and marketing efforts in partnership with Frieze, a media and events company, and in conjunction with the international art show, Frieze Los Angeles, to be held in Beverly Hills for the first time February 17-20, 2022. While the show itself will function as a private event, additional City programming will further boost tourism, provide opportunities for greater community engagement, and contribute to Beverly Hills’ reputation as one of the major arts, culture and entertainment capitals of the world.

DISCUSSION
The Arts and Culture Commission and Community Services Department are requesting, in partnership with Frieze Los Angeles 2022 (Frieze), to enhance the international art fair with free public programming. While the tickets to the Frieze Art Fair are sold to the general public, the Arts and Culture Commission and Community Services Department propose additional installation of public art in Beverly Gardens Park and on Rodeo Drive provided by Frieze that is free, accessible and open to the public. Along with the installation of artworks, site-specific performances at Greystone co-sponsored by the City and Frieze would be presented, a free trolley shuttle service provided, and a street pole banner marketing campaign will be featured in order to open up the City as a hub of arts and culture for the duration of the fair.

Meeting Date: October 26, 2021

Frieze Art Fair is an international contemporary art fair in London, New York, and Los Angeles. Frieze London has taken place every October in London's Regent's Park since 2003. In the US, the fair has been running on New York's Randall's Island since 2012, with the inaugural Los Angeles edition established in February 2019. Frieze features the works of over 90 contemporary art galleries, and has attracted over 35,000 visitors over its four-day run.

This next show will be the first year that Frieze Los Angeles takes place in Beverly Hills, at 9900 Wilshire Boulevard, the future site of One Beverly Hills project, adjacent to the Beverly Hilton. The show is scheduled to run from Thursday through Sunday, February 17 – 20, 2022, and is the fair’s return after a hiatus due to the pandemic.

While the target demographic for public tickets to the art fair ranges from art collectors and professional curators to artists and galleries, it also brings art lovers, students, the culturally curious and this year, will be marketed to local Beverly Hills residents. In addition to the ticketed Frieze Art Fair, and free public art experiences, limited number of VIP guests are also invited to Frieze by participating galleries and Los Angeles based institutions. The fair has had such notable attendees as Endeavor CEO Ari Emanuel, Leonardo DiCaprio, Justin and Hailey Bieber, Brad Pitt, Jennifer Lopez, Alex Rodriguez, Travis Scott, Maria Sharapova, and more.

The City’s Arts and Culture Commission, City and Community Services Department staff in partnership with Frieze are working with Beverly Hills-based galleries, institutions, and businesses to expand the “Frieze experience” to a larger audience by engaging community members in a week of celebrating art in the City, which is free and accessible to all. The proposal (Attachment 1) includes the following Arts and Culture Commission and Community Services Department sponsored programming elements that Frieze would, in part, run and host, in partnership with the City, to enhance the fair’s activities:
 Frieze Sculpture Beverly Hills - temporary displays of sculpture in Beverly Gardens Park and Rodeo Drive, free and open to the public
 Two site-specific dance performances by “homeLA” at Greystone  A City street pole banner campaign with partners, Beverly Hills Conference and Visitors Bureau and the Rodeo Drive Committee, in honor of Frieze Los Angeles 2022 and associated public programming
 Partnership on press releases, local advertisements, and social media  Use of Beverly Hills trolley to transport fair attendees and the public from the fair site to the Business Triangle, and the locations of Frieze Sculpture Beverly Hills Additionally, the City’s Arts and Culture Commission plans to host two special community events to welcome all and celebrate the City’s programming partnership with Frieze, and Arts and Culture in Beverly Hills in general. These events will be City-hosted and facilitated events involving the Arts and Culture Commission, supported by City and Community Services Department staff:
 Docent-led tours of existing artworks in the City’s Fine Arts Collection, and the City’s temporary installation of artworks in partnership with Frieze. The Frieze Sculpture Beverly Hills displays will be located along N. Santa Monica Boulevard in Beverly Gardens Park, as well as various areas on Rodeo Drive, in collaboration with local hotels;
 A welcome reception and citywide exhibition open house event. This special event would feature a citywide public exhibition in partnership with the Beverly Hills Historical Society, celebrating the history of Beverly Hills. The prints would be hung Meeting Date: October 26, 2021

in the Civic Center including City Hall and Library, Wallis Annenberg Center for the Performing Arts, Greystone Mansion, and in the windows of participating local businesses throughout Beverly Hills, available for public viewing.

Frieze Sculpture Beverly Hills
The City’s Arts and Culture Commission and its Community Services Department are requesting in partnership with Frieze for a temporary public display of art in parks and the public right of way for a three month display (March – April, 2022). This would require an amendment of the City’s resolution concerning displays in parks, and would be regulated through the proper special event and building permits with the City and Frieze teams working together collaboratively.

The display would need temporary use of space in Beverly Gardens Park and on Rodeo Drive for the display of outdoor sculpture from local galleries. The estimated number of art pieces for both areas is 10-15 total, and would be curated through the Frieze team with local participating galleries, with staff approval for feasibility and logistical details of installation. The final selection of pieces would reflect the Beverly Hills brand and quality of public art currently on display in Beverly Gardens Park and Rodeo Drive, and be previewed to Council for approval before installation occurs. Local fine art galleries such as Gagosian and Marc Selwyn have expressed their support for this program (Attachment 4).

Frieze and participating galleries will cover the full cost of installation, security, insurance, de-installation, turf replacement, and any other costs in connection with the exhibition of the art. The City and the Rodeo Drive Committee are requesting that permit fees for temporary building and special event permits be waived, and special consideration be given by staff in expediting review and approval of installation. Frieze understands that personnel needed to safely install art after hours or in the public right of way may incur hourly rates, and would pay for that staff time as an event partner as part of their contribution.

In asking for the permit fees to be waived, the City understands that this would allow for world-class displays of art to be enjoyed by the public for free outside of the fair’s ticketed show and expand access to this once in a lifetime experience to all of our local residents, visitors, businesses and community.

Dance Performances at Greystone
The City’s Arts and Culture Commission and its Community Services Department proposes to host Frieze LA x homeLA, a local dance project, which will provide site specific dance performances on the grounds of Greystone, performed two times in one week (during the week of February 14 – 20): one performance for invite-only VIPs through Frieze, and one performance available by reservation for Beverly Hills residents through the City’s reservation system Rec1.

A local partner of the City and Frieze, “homeLA” is a nomadic performance project based in Los Angeles. “homeLA” is committed to promoting diversity, equity, inclusivity in their programming, curation and the communities they serve. The City’s request in partnership with Frieze and homeLA includes temporary use of Greystone not only for the performances themselves, but also approximately 20 hours of onsite rehearsal across the months of January and February, including a dress and tech rehearsal, with the rental fees waived.

Meeting Date: October 26, 2021

As a program partner, Frieze would provide any required damage deposit, insurance, and completion of the correct permits (with waived fees of said permits). They would also provide the necessary stage, sound, lighting, and any other performance equipment, including people to direct the audience between performance spaces within the flow of the event, with the City providing the equipment for the guest experience including, general directional signage and staff, billed to Frieze at their overtime hourly rates per the City’s fee structure.

An adjustment of the current policy to allow a for-profit company (Frieze) to sell tickets to the event at Greystone would be required from Council. There is precedent for events where the City co-sponsors the event, to waive the flat-rate rental/permit fees when the programming includes tickets open to reservation by the public, such as in the case of the Gospel Choir performance, Farhang Foundation or the Richard Sherman 90th Birthday public events. Total capacity for the two shows would be approximately 100 guests at each, with one performance available for the public to reserve at no cost.

Marketing and Promotion
Frieze LA is set to attract one of the highest concentration of guests to an arts and culture event in Beverly Hills history. To market and promote the fair and associated public programming, the City is proposing to hang street pole banners Citywide, with the support of the Beverly Hills Conference and Visitors Bureau (CVB) and Rodeo Drive Committee (RDC) (Attachments 2 and 3).

Design, placement, and number of City banners will be arrived at in consultation with Beverly Hills partners and the design would incorporate the City’s shield either through the partner logo or in addition to it. Frieze will cover the estimated cost of banners, roughly $235 each for fabrication, installation, maintenance, and removal from one of the City’s approved vendors.

A unique element of promotion and public benefit is proposed use of the City’s trolley to act as a shuttle between the site of the fair, and the Business Triangle, and back. While the exact hours and route are to be determined with staff, the general plan is to run the shuttle during fair hours, and include stops at the Frieze show as well as the locations of the Frieze Sculpture Beverly Hills displays on Rodeo Drive and Beverly Gardens Park.

Adding stops and frequency of the service will be determined with the City staff, Frieze, and partners, as the trolley is to serve as an essential method by which to shuttle fair attendees from local public parking garages that City and Frieze will promote, and for other, non-ticketed members of the public to enjoy the art displays. With the trolley being offered as a public service, the proposal from City in partnership with Frieze is for the driver to be paid by Frieze, and the City to waive the hourly trolley charter service charge.

Additional partnership is proposed with the partners and the City for a matching advertisement campaign in the local papers promoting the enhanced public programming and fair, as well as press releases and social media posts. The City’s Communications Office would coordinate with the Frieze organizers on a robust plan.

Arts and Culture Commission-led Programming:

With the arrival of such a major arts event, the Arts and Culture Commission proposes to host two special community events sponsored by the City to celebrate the programming partnership with Frieze and the rich Arts and Culture history, strong creative economy and the importance of the Arts and Culture to the City of Beverly Hills.

Meeting Date: October 26, 2021

These events will be City-hosted and involve Arts and Culture Commissioners supported by City and Community Services Department staff as well as community partners and local businesses:
 Docent Art Walk Tours
As a kickoff to the Arts and Culture Commissions’ Docent Art Walk tour program, Commissioners propose to work with docents from local museums to provide free guided tours of the City’s Fine Art Collection and Frieze Sculpture Beverly Hills art installations in Beverly Gardens Parks along Santa Monica in collaboration with local hotels and businesses. Similar to museum art exhibit tours, docents will be volunteers who have experience in providing art walk tours, arts education and appreciation experiences.
 Welcome Reception with Gallery Open House and Citywide Exhibition Arts and Culture Commissioners propose to host a City welcome reception in a neutral space for the community as part of a free city open house event and invite local galleries and businesses to participate by displaying images from a citywide exhibition. Historical photographs presented would feature images from archive of the Beverly Hills Historical Society, in storefronts of local businesses throughout Beverly Hills, as well as Civic Center (City Hall and Library), Wallis Annenberg Center for the Performing Arts, and Greystone.

FISCAL IMPACT
The City in partnership with Frieze requests the waiver of fees associated with permits and rentals, despite our program partner being a for-profit company. As part of this unique partnership, the City will co-lead and promote programming available to the general public.

Frieze is estimated to welcome 35,000 guests again to its fair, who spend an estimated $15 million on accommodation associated with their visit. The amounts below reflect the costs of the proposed City-partnered elements of Frieze.

Waived Permit Fees
With regard to Frieze Sculpture Beverly Hills, the total number of special event and building fees can be estimated per piece, and are asked to be waived. Frieze understands that the required staff time for installation will depend on the number, placement and details of each piece, and plan to pay for the hourly rate of the necessary personnel. There are approximately 10-15 sculptures proposed for display at Beverly Gardens Park and Rodeo Drive.

The estimated special event and building permit waivers are approximately $23,265. Not included are the costs that Frieze will take on, including the curation, installation, security, insurance requirements, turf replacement, etc.

For the logistics of the fair itself on the 9900 lot, Frieze plans to meet the requirements of, apply and pay for all the necessary permits to construct the temporary tent, and any other aspects of the show. Fair organizers will work with staff to ensure safety and that permits are pulled at cost.

Greystone Use for Dance Performances
Based on the current request for use of Greystone for rehearsals and performances, the total waiver request is estimated to be approximately $30,000-$40,000 in rental fees. Staff costs to prepare for and run the two-performances would cost approximately $10,000 that Frieze would pay. The total estimate for hosting these two ticketed events for 100 guests each is $40,000-$50,000.

Meeting Date: October 26, 2021

Marketing and Promotion
Frieze has a robust marketing and advertising plan that includes an estimated 1-1.5 million page views for Frieze.com articles, 3.8 million impressions of display banner advertisements, 1.5 million organic Instagram followers with 4.5 million impressions on paid social media advertisements, and a 60k circulation of Frieze Week magazine. In addition to those outlets, the partnership with the City would include advertisements in the local newspapers to promote the additional programming and the fair. These ads would come out of the City’s Communication’s existing budget at an approximate $3,400 for one week of ads in three papers.

As part of its partnership with the City, Frieze plans to pay for all banner design, fabrication and installation. The organizers are requesting traditional methods of City promotion, including signs at City garages and trolley stops.

Trolley charter fees are based on the flat rate trolley charter service fee, and the hourly driver rate; for 4 days of use with varying hours, the estimated cost is $11,818, with Frieze paying the driver rate totaling $2,215 from that amount, and the City waiving the remaining $9,603 charter service fee.

Total Fiscal Impact
The table below reflects the totals in each category of permits for the City’s Friezepartnered programs: the month-long temporary sculpture exhibit in Beverly Gardens Park and Rodeo Drive; use of Greystone for two homeLA dance performances and associated rehearsals; and marketing efforts through a banner display and charter trolley service for the four days of Frieze.

The chart does not include any permit fees associated with the private event itself covered by Frieze, or the City’s Commission-led events, which will be covered by Community Services existing budget. Should the programming exceed the current proposal, an appropriation would be brought back for consideration by Council.

Fee Paid Total Waived Total
Special Event Permit, per
sculpture/gallery $967 $0* $14,505
Building Permits per sculpture $584+ Cost of Installation $8,760 Greystone Use
(2 shows & rehearsals) $50,000** $10,000 $40,000
Banners (approx. 76 estimated) $235 $17,860 $468
Trolley Charter (4 days, driver &
service fee) $11,818 $2,215 $9,603
Grand Totals $30,075 $73,336
*Unless hourly personnel is needed
+Building permits vary by valuation of the project. The calculation above assumes a value of $0 and a standard one hour of plan review.
**Assumes the higher estimate of $50,000 for personnel, rehearsals, tech and two performances

RECOMMENDATION
It is recommended that the City Council provide direction regarding the elements of the proposed City partnership with Frieze Los Angeles 2022 in Beverly Hills, including the temporary sculpture display, dance performances, and marketing efforts.

Meeting Date: October 26, 2021

Based on City Council direction, staff will provide an update to Council and request approval prior to the event on final sculpture selection, banner display design and dates, and any additional details.

Approved by
Jenny Rogers
Director of Community Services
Attachment 1

FRIEZE LOS ANGELES

BEVERLY HILLS
02 | Frieze Sculpture Beverly Hills 2022
The image represents an architectural “mock-up” for Frieze Sculpture in Beverly Gardens Park and the sculptures, placement and scale have not yet been determined, but act as an example.

Frieze Sculpture transforms outdoor
public spaces in London and New York City
into ambitious sculpture parks featuring
large-scale works presented by the world’s
leading galleries and artists.

Frieze Sculpture creates an exceptional
cultural attraction at the heart of the city.

Working with internationally renowned
curators, the displays are entirely free
and open to the public.

FRIEZE SCULPTURE
gEVER[
HILLS
03 | Frieze Sculpture Beverly Hills 2022
On the occasion of Frieze Los Angeles 2022,
Frieze proposes a new sculpture park in Beverly
Gardens park: Frieze Sculpture Beverly Hills.

Frieze Sculpture Beverly Hills would launch
in February 2022, and be free and open to the
public during Frieze Week and after the fair.

FRIEZE SCULPTURE

BEVERLY HILLS
The image represents an architectural “mock-up” for Frieze Sculpture in Beverly Gardens Park and the sculptures, placement and scale have not yet been determined, but act as an example. 04 | Frieze Sculpture Beverly Hills 2022
Frieze proposes a partnership with the City
of Beverly Hills to launch Frieze Sculpture in
Beverly Hills in February 2022, including:
• Approve use of space in Beverly Gardens park
and Rodeo Drive for temporary exhibition of 10–15
sculptures for a three month time period
• Approve content parameters for artwork permitted
for exhibition
• Approve final sculptures and placement as selected
by Frieze curator
• Approve waiving the “flat rate permit fees”
which becomes cost prohibitive for the galleries.

Frieze Sculpture Beverly Hills will be a vibrant
addition for Beverly Hills residents, visitors and
general public to activate the park and continue
Beverly Hills established legacy of free sculpture
in public spaces
• Frieze and participating galleries will cover
the full cost of installation, security, insurance,
de-installation, turf replacement and any other
costs in connection with the exhibition

PARTNERSHIP WITH

BEVERLY HILLS
The image represents an architectural “mock-up” for Frieze Sculpture in Beverly Gardens Park and the sculptures, placement and scale have not yet been determined, but act as an example. 05 | Frieze Sculpture Beverly Hills 2022
September 2021: Frieze engages local curator
Christine Messineo to create sculpture program
October 2021: Beverly Hills City Council
approves Frieze partnership and Frieze
Sculpture project
November 2021: Galleries and artists sign on
to participate in the project
December 2022: Approval of sculptures and
logistics planning for installation and security
January 2022: Final approval of sculpture
placement; installation begins
February 2022: Grand Opening of Frieze
Sculpture Beverly Hills to coincide with the
third edition of Frieze Los Angeles
May 2022: Beverly Hills Sculpture will
be deinstalled

PROPOSED TIMELINE
The image represents an architectural “mock-up” for Frieze Sculpture in Beverly Gardens Park and the sculptures, placement and scale have not yet been determined, but act as an example. 06 | Frieze Sculpture Beverly Hills 2022
Frieze will work with international galleries to
present outdoor sculpture by the world’s leading
contemporary artists. Frieze and participating
galleries will cover the full cost of installation,
security, insurance, de-installation, and any
other costs in connection with the exhibition.

Frieze may work with other sponsors to cofinance the sculpture presentations, but these partnerships will be subject to approval by the
City of Beverly Hills.

FUNDING AND

PARTNERSHIPS
07 | Frieze Sculpture Beverly Hills 2022
LONDON
Frieze Sculpture in London established the precedent
for the exhibition that is a foundation for the fair.

For more than a decade, Frieze Sculpture, curated by
Claire Liley, (Director of Program, Yorkshire Sculpture Park), has been the largest public display of outdoor
artwork by esteemed international artists in London.

Taking place in Regents Park, recent years have
welcomed more than one million visitors.

NEW YORK
Curated by Brett Littman (Director, the Noguchi
Museum), Frieze Sculpture New York sits at the heart
of New York City at the iconic Rockefeller Center.

The central Manhattan location allows for over
700,00 visitors to engage with installations daily.

FRIEZE SCULPTURE

HISTORY
08 | Frieze Sculpture Beverly Hills 2022
Approve temporary use of Greystone Mansion in
Beverly Hills for a homeLA dance performance,
which will run two times from February 14–20th, 2022
Temporary use includes
• Twenty hours of on-site rehearsal across the months
of January and February
• Technical and Dress Rehearsal
Policy Requests
• Approve waiving the “flat rat permit fees” for the
performances and offer a complimentary single
performance to the public, local Beverly Hills
residents and community to access tickets free
of charge to an innovative cultural art event
highlighting an important landmark in
Beverly Hills history. For one performance,
Frieze would invite Frieze VIPs and members.

FRIEZE LOS ANGELES
× homeLA @ GREYSTONE

MANSION BEVERLY HILLS
09 | Frieze Sculpture Beverly Hills 2022
homeLA is a platform for experimental dance
that seeks to promote intersectionality and cultivate
inclusivity with site-specific programs into the
embodied exchange of ideas around space and
place to reframe Los Angeles’ history and civic
and urban character through varied contextual
imaginings of “home.”
Commissioned by Frieze Los Angeles, the not-forprofit organization homeLA will present “homeLA @ Greystone” a site-specific event thoughtfully
considering the landscape, architecture, history
and ethos of Greystone Mansion and Gardens via
the artistic lens of dance. Guests will tour the outdoor historic spaces experiencing the splendor of Greystone
through bespoke site-responsive performances with
sound inspired by distinct locations like the Forecourt and Formal Garden, Cypress Lane, the Pool Area,
the Reflection Pond and Guest Room.

Note: one of the performers will need ADA access

FRIEZE LOS ANGELES
× homeLA @ GREYSTONE

MANSION BEVERLY HILLS
10 | Frieze Sculpture Beverly Hills 2022
Frieze is excited to partner with the City
of Beverly Hills to present the 2022 edition
of Frieze Los Angeles in Beverly Hills,
next to the Beverly Hilton, at the intersection
of Wilshire and Santa Monica Boulevard.

PARTNERSHIP WITH

BEVERLY HILLS FRIEZE

LOS ANGELES
11 | Frieze Sculpture Beverly Hills 2022

FRIEZE LOS ANGELES

IN BEVERLY HILLS
Frieze is an international art fair.

Frieze Los Angeles in Beverly Hills will
welcome presentations by more than 90
international galleries showcasing work by
the world’s leading contemporary artists.
12 | Frieze Sculpture Beverly Hills 2022

LOCATION
9900 Wilshire Blvd., the future site of One Beverly Hills, next door to the Beverly Hilton at the intersection of Wilshire Blvd and Santa Monica Blvd DATES
February 17, 2022 10am-7pm (Preview day by invitation only) February 18, 2022 11am-8pm (open to ticket holders)
February 19, 2022 11am-7pm (open to ticket holders)
February 20, 2022 11am-6pm (open to ticket holders)
BUDGET
The estimated revenue from Frieze Los Angeles 2022 is $9.58 million.

The estimated costs of Frieze Los Angeles 2022 is $8.25 million.

FACTS
The inaugural Frieze LA in 2019 welcomed 30,000 guests. Frieze LA 2020 had 35,000 attendees. Note: Frieze will update number of guests to visit Frieze LA 2022 based on capacity modeling. Tickets to Frieze Los Angeles in Beverly Hills 2022 are available for sale to the public with a limited number of VIP guests invited to the fair by participating galleries and Los Angeles based institutions. Frieze Sculpture Los Angeles is free and open to the public. The two performances at Greystone Mansion in Beverly Hills would be ticketed, with the potential for tickets to one performance to be allocated to the public for free admission. This would be aligned with the waiving of the Greystone rental fee.

FRIEZE LOS ANGELES
BEVERLY HILLS £
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13 | Frieze Sculpture Beverly Hills 2022

PUBLIC BENEFITS
Boosts tourism by attracting residents
and visitors to the City
Frieze LA welcomes 35,000 to its Los Angeles fair each year who spend an estimated $15 million on accommodation
associated with their visit. Guests who attend Frieze include international and local collectors, renowned art professionals (museum directors, curators, art advisors), artists, gallerists, art lovers and the culturally curious, art students, local Beverly Hills residents and those who work locally.

Provides an opportunity for community engagement
The fair works closely with Beverly Hills based galleries, institutions and businesses to engage community members in a week of celebrating art in the city.

Contributes positively to the recognition
and image of the City
Hosting Frieze Los Angeles in Beverly Hills contributes to Beverly Hills’ reputation as one of the major arts and entertainment capitals of the world.

FRIEZE LOS ANGELES

BEVERLY HILLS
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14 | Frieze Sculpture Beverly Hills 2022
Notable guests to Frieze Los Angeles include:

Endeavor CEO Ari Emanuel, Leonardo DiCaprio,
Justin and Hailey Bieber, Brad Pitt, Jennifer Lopez,
Alex Rodriguez, Kanye West, Travis Scott,
Maria Sharapova and others.

FRIEZE LOS ANGELES

NOTABLE ATTENDEES
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15 | Frieze Sculpture Beverly Hills 2022
Frieze has a global network of leading press relationships a list from Frieze Los Angeles in 2020 can be found here and a summary of the media coverage from Frieze Los Angeles 2020 can be viewed here.

The promotional value of the fair campaign exceeds $800,000 across advertising, press and partnerships. The website banners estimated impressions are 3.8 million.

NEWSLETTERS
VIP newsletter to 21.5K subscribers
Fair/Event newsletter to 70K subscribers
Publishing newsletters to 50K subscribers
Membership Newsletters to 3K subscribers

ORGANIC SOCIAL MEDIA
• Instagram: 1.5m followers
• Facebook: 161K followers
• Twitter: 277.8K followers
• LinkedIn: 49K followers
• Paid Social Media estimated impressions: 4.5M

PRINT ADVERTISTING
frieze magazine has a circulation of 47K and readership is 215K Frieze Week magazine which is distributed during the fair circulation is 60K Our Global Media Partner is the Financial Times which provides $105,000 worth of advertising in print and online with an estimated 285K for digital ads and 193K for print ads.

Frieze is partnering with the City for print ads, social media, and other marketing efforts.

FRIEZE PUBLICITY

AND MARKETING
4 A
16 | Frieze Sculpture Beverly Hills 2022
PRESS

COVERAGE
The New York Times: International Edition
US | Print
May 2, 2019
Circulation: 242,000
The New York Times
International Edition
International | Print
October 2, 2018
Circulation: 242,073
“It’s hard to overstate how welcome
this free, outdoor, wander-as-you-please
contemporary art exhibition is for London.”
Financial Times, October 7, 2020
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17 | Frieze Sculpture Beverly Hills 2022
For the marketing and publicity of Frieze Los Angeles,
Frieze requests street banners around the City of Beverly Hills in partnership with either the Beverly Hills Conference and Visitors Bureau and/or the Rodeo Drive Committee.

The banner design, placement, and quantity will be subject to approval from Beverly Hills partners. Frieze is the process of solidifying the partner request. The design will include a City shield request.

The estimated costs associated with the banner, roughly $235 each for fabrication, installation, maintenance and removal using a Beverly Hills approved vendor.

FRIEZE LOS ANGELES

PUBLICITY AND MARKETING I
18 | Frieze Sculpture Beverly Hills 2022
For the marketing and publicity of Frieze Los Angeles, Frieze requests requests the use of Beverly Hills trolleys to transport fair attendees from the fair site to central Beverly Hills as well as from central Beverly Hills to the fair.

Exact timing to be determined but estimated:

February 17, 2022 10am-7pm
February 18, 2022 11am-8pm
February 19, 2022 11am-7pm
February 20, 2022 11am-6pm
The Trolley would also be accessed by the public to
engage with Sculpture Beverly Hills and surrounding areas.

It is essential for the fair to have the shuttle be a mode of transportation, moving guests from parking garages to the fair site, and activate Beverly Hills

FRIEZE LOS ANGELES

PUBLICITY AND MARKETING
19 | Frieze Sculpture Beverly Hills 2022
Frieze will work with city of Beverly Hills to obtain all necessary permits to host Frieze Los Angeles in Beverly Hills.

Frieze Los Angeles Production Director, Louise “Lou” Dickson, will be coordinating with the Hilton and the City of Beverly Hills team for the actual build plans and permits which may include, special event, banner, building, tent, public assembly, fire code and charter transportation permits.

Sculpture Beverly Hills does not foresee a street closure, unless a sculpture dictates. This will be determined
come November.

Frieze will work closely with the City of Beverly Hills to outline Impact to the City as it relates to traffic, noise, and parking. Frieze requests a map of parking garages in the immediate area of the fair to assist and direct guests to BH parking garages. Other parking possibilities will be coordinated directly with Lou.

FRIEZE LOS ANGELES

PERMIT AND IMPACT
20 | Frieze Sculpture Beverly Hills 2022

FRIEZE SCUPTURE
A. Approve use of space in Beverly Gardens park and Rodeo Drive for a temporary exhibition of 10-15 sculptures for a three months from February–April, 2022.

B. Approve content parameters for artwork permitted for exhibition C. Approve final sculptures and placement as selected by Frieze Curator D. Approve waiving the “flat rate permit fees” which becomes cost prohibited for the galleries
FRIEZE LOS ANGELES X homeLA @ GREYSTONE MANSION

IN BEVERLY HILLS
A. Approve temporary use of Greystone Mansion for one homeLA dance performance, performed two times across one week, including 20 hours of on-site rehearsal during the months of January and February B. Approve waiving the “flat rate permit fees” for the performance and invite public, local BH residences to access tickets free-of-charge to a innovative cultural art even highlighting an important landmark in BH history

STREET BANNERS
A. Approve the production and display of Frieze Los Angeles street banners around the City of Beverly Hills, in partnership with either the Beverly Hills Conference and Visitors Bureau and/or the Rodeo Drive Committee B. Approve the street banner design, including the use of the City Shield

USE OF BEVERLY HILLS TROLLEY
A. Approve the use of Beverly Hills trolley to transport attendees from the fair site to central Beverly Hills, as well as from central Beverly Hills to the fair

FRIEZE LOS ANGELES

PARTNERSHIP WITH

BEVERLY HILLS IN SUMMARY
21 | Frieze Sculpture Beverly Hills 2022
Join Frieze in supporting artists, galleries,
and local businesses by providing highly
visible sites to bring exceptional public art
to the City of Beverly Hills.

JOIN FRIEZE
The image represents an architectural “mock-up” for Frieze Sculpture in Beverly Gardens Park and the sculptures, placement and scale have not yet been determined, but act as an example.

Attachment 2
9400 S. Santa Monica Blvd. #102, Beverly Hills, CA 90210 | 310-248-1015 | [email protected] www.LoveBeverlyHills.com VisitBeverlyHills LoveBevHills October 18, 2021
Honorable Mayor and City Council
Beverly Hills City Hall
455 N. Rexford Drive
Beverly Hills, CA 90210
Dear Honorable Mayor Wunderlich and Members of the City Council:

The Beverly Hills Conference and Visitors Bureau (BHCVB) is writing to express our support for Frieze Los Angeles February 17 – 20 which will be held in Beverly Hills at the 9900 Wilshire Blvd. space adjacent to The Beverly Hilton.

Frieze is one of the most well-known art festivals in the world, attracting art lovers, artists, gallerists and connoisseurs globally. Because of the tremendous amount of media coverage for events like these and the incredible list of attendees, we think that this is not only a wonderful branding opportunity for the City of Beverly Hills, but also a means of generating additional tax revenue through compression at our hotels, retailers and restaurants.

As art and culture is one of our primary pillars of attraction, we think that this opportunity will also contribute to our standing as a destination for global art enthusiasts and will reinforce our reputation as one of the most desired luxury locales in the world.

In support of this exciting event, BHCVB would also like to co-sponsor their street-pole banner program throughout the city so both residents and local traffic driving through will be informed about the event as they are traversing the City’s streets.

We hope you will support this initiative and the banner program, and if you are amenable, we will work together with the Frieze team to make sure that we support the event in both our owned and paid media channels.

Sincerely,
Julie Wagner, CDME
Chief Executive Officer
Beverly Hills Conference & Visitors Bureau Beverly Hills cc: George Chavez
BHCVB Board of Directors
BHCC Board of Directors
: · CONFERENCE &

VISITORS BUREAU
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Attachment 3
Tuesday, October 19, 2021
Honorable Mayor and City Council
Beverly Hills City Hall
455 N. Rexford Drive
Beverly Hills, CA 90210
Dear Honorable Mayor Wunderlich and Members of the City Council, The Rodeo Drive Committee is writing to express its support and enthusiasm for the proposed Frieze Los Angeles 2022 proposals to use the Rodeo Drive center median for a temporary sculpture exhibition, entitled “Frieze Sculpture Beverly Hills,” containing 10-15 public, outdoor sculptures, and for a broader partnership with the Rodeo Drive Committee to include co-branded street banners on Rodeo Drive and a VIP partnership between the Rodeo Drive Committee and Frieze Los Angeles, including extended shopping hours for member stores.

We believe the presentation of Frieze Los Angeles in Beverly Hills will boost high-level cultural tourism and will engage residents and visitors to the City in an exciting international visual arts and community program. Additionally the fair and its related programs will contribute positively to Rodeo Drive and the City’s image as centers for art and culture. With restrictions easing for international visitors, Frieze Los Angeles will be a very exciting event for local and international visitors to engage with as they return to the street and to the City The Rodeo Drive Committee is in full support of the proposed Frieze Los Angeles activities provided that there is minimal disruption to the street in business hours during installation and de-installation, and that the details of the art installations are shared with the Committee in advance for approval and to maximize opportunities to co-promote.

Sincerely,
___________
Kathy Gohari
President
Rodeo Drive Committee
Cc: Rodeo Drive Committee Board of Directors.

RODEO DRIVE
Attachment 4
October 20, 2021
Dear Honorable Mayor Wunderlich and Members of the City Council:

Gagosian Gallery is writing today in full support of Frieze Los Angeles in Beverly Hills.

Frieze has an exemplary reputation for hosting a renowned, well-attended art fair, attracting global and national tourists that includes artists, art collectors, galleries, museum trustees, tastemakers, leaders in architecture, design, film and high profile figures to Los Angeles.

Gagosian has personally seen an increase of visitors during the week of the fair to our gallery in Beverly Hills.

Frieze is particularly adept at creating cultural stages that are open and accessible to the public and Frieze Sculpture Beverly Hills in Beverly Gardens Park and Rodeo Drive would continue a rich tradition of investing in the city and local community through public programming. Our gallery is thrilled at the possibility of collaborating with the fair in any way we can, and hosting this world class art fair in our vibrant community.

We hope that the Council will support the partnership with Frieze as it will garner international prominence and press, and continue to cement Beverly Hills as a cultural capital for the arts.

Thank you.

Sincerely,
Sarah Watson
--

SARAH WATSON

DIRECTOR

GAGOSIAN
456 NORTH CAMDEN DRIVE
BEVERLY HILLS, CA 90210
T: 310.271.9400
M: 310.849.5070
[email protected]
WWW.GAGOSIAN.COM
Received by email

MARC SELWYN FINE ART
October 19, 2021
Mayor Bob Wunderlich
City of Beverly Hills
4 5 5 North Rexford Drive
Beverly Hills, CA 90210
Dear Mayor Wunderlich and Members of City Council,
. '
I am writing in support of the Frieze Art Fair's upcoming proposal to use Beverly Gardens Park and the Rodeo Drive median for a temporary sculpture park "Frieze Sculpture Beverly Hills." We are also supportive of and excited by the prospect of using Greystone Mansion for two outdoor performances in collaboration with the non-profit homeLA.

Frieze Los Angeles has been in an integral part of Beverly Hills tourism in the past and we saw a substantial increase in visitors at the gallery during previous fairs.

In 2020, Frieze Los Angeles welcomed 35,000 guests, who spent an estimated $15 million on accommodations associated with their visit, Frieze Los Angeles collaborates with local institutions and brand partners to program Frieze Week:
a week filled with talks and performances and bringing Frieze to the Beverly Hills community in a way that extends beyond the fair,
In 2022, Frieze Los Angeles will feature presentations by more than 90 international galleries, showcasing artwork by the world's leading contemporary artists in the center of Beverly Hills at the intersection of Wilshire Blvd, and Santa Monica Blvd,
In addition to the other venues in the City of Beverly Hills, such as The Wallis, cultural events and installations such as the Frieze Art Fair bring sophisticated art collectors and aficionados of culture to our City boosting high-end tourism and providing positive community engagement,
I hope these are benefits the City will take into consideration as it decides on this proposal.

Best regards,
Marc Selwyn
9953 South Santa Monica Boulevard, Beverly Hills, CA 90212 ATTACHMENT 4

STAFF REPORT
Meeting Date: November 2, 2021
To: Honorable Mayor & City Council
From: Jenny Rogers, Director of Community Services
Magdalena Davis, Special Events & Filming Coordinator
Stephanie Harris, Community Services Manager
Subject: Updated Request from the City’s Arts and Culture Commission and Community Services Department for Public Art Display, Special Event Programming, and Marketing of Frieze Week in Beverly Hills in Partnership with Frieze for February 2022 Attachments: None

INTRODUCTION
Based on previous direction given by the full City Council at the October 26, 2021 Council Meeting, this report details an updated request from the City’s Arts and Culture Commission and Community Services Department for public art displays, performing arts programming, and marketing efforts of Frieze Week in Beverly Hills in Partnership with Frieze for February 2022. While the Frieze Art Fair itself will function as a private event, additional City programming will further boost tourism, provide opportunities for greater community engagement, and contribute to Beverly Hills’ reputation as one of the major arts, culture and entertainment capitals of the world.

DISCUSSION
Frieze received direction from the City Council at the October 26, 2021 City Council meeting and is prepared to provide an update on the requests received as it pertains to the following items:
- Promotional and marketing material such as street pole banners - Frieze Sculpture Beverly Hills located in Beverly Gardens Park and the medians of Rodeo Drive
- Capacity, reservations and access to the Frieze dance performances at the Greystone Mansion & Gardens
- Priority promotion of Beverly Hills hotels and restaurants - Dedicated Cityguide map online at www.Frieze.com
Following the Council meeting, Frieze organizers met with City staff to discuss options for incorporating Beverly Hills’ name and shield into marketing, branding and promotion of Frieze Week.

BEVERL
HILLS
i
Meeting Date: November 2, 2021

Due to the short turnaround that was requested from the October 26th meeting, the updates regarding inclusion of Beverly Hills in Frieze marketing and branding of the partnership programming above will be provided as part of a verbal presentation during the meeting.

FISCAL IMPACT
The Frieze Sculpture Beverly Hills and Greystone performances component includes a request for the waiver of flat-rate fees associated with permits and rentals, with Frieze paying the hourly personnel rates associated with each program. There is also a request to partner with the City on a street pole banner marketing campaign where Frieze would pay for the cost of the fabrication, installation, maintenance and removal of the banners.

Additionally, there is a request to share in the cost of the chartered Beverly Hills Trolley service to directly connect Frieze attendees to the City’s Fine Art Collection and Frieze Sculpture installations in Beverly Gardens Park and the Business Triangle for dining and shopping each day of Frieze Week.

Trolley charter fees for one vehicle are based on the flat hourly operation and driver rates per the adopted FY22 Fees & Charges schedule; for 4 days of use with varying hours, the total estimated cost is approximately $12,200, with Frieze paying the driver rate of approximately $2,600 from that amount, and the City waiving the remaining $9,603 charter service fee.

Although Frieze is part of a for-profit entity, the Frieze Sculpture Beverly Hills component is an added community benefit to allow the general public to view several pieces of public art as part of a temporary display in Beverly Gardens Park and along the medians of Rodeo Drive. Additionally, the performances at Greystone Mansion & Gardens will include a ticket priority preference for Beverly Hills residents first before opening to the General Public for reservation. The street pole banner campaign will market the Frieze Week event to individuals driving through the streets of Beverly Hills leading up to the event.

As part of this unique partnership, the City will co-lead and promote programming available to the residents of Beverly Hills inclusive of the Frieze Sculpture Beverly Hills and the performances at Greystone. In the past, attendance at Frieze is estimated at 35,000 guests throughout the week of the art fair, who spend roughly $15 million on accommodation associated with their visit. The amounts below reflect the costs of the proposed City-partnered elements of Frieze.

Total Fiscal Impact
The table below reflects the totals in each category of permits for the City’s Frieze partnered programs: the month-long temporary sculpture exhibit in Beverly Gardens Park and Rodeo Drive; use of Greystone for two dance performances and associated rehearsals; and marketing efforts through a banner display and charter trolley service for the four days of Frieze.

The chart does not include any permit fees associated with the private event itself covered by Frieze, or the City’s Commission-led events, which will be covered by Community Services existing budget. Should that programming exceed the current proposal, an appropriation would be brought back for consideration by Council.

Chart included on next page details the costs paid by Frieze, as well as the permits, rental and services fees proposed to be waived by the City:

Meeting Date: November 2, 2021

Fee Costs Paid by
Frieze
Waived City
Permits / Fees
Special Event Permit, per
sculpture/gallery $967 $0* $14,505
Building Permits, per
sculpture $584+ Cost of Installation $8,760
Greystone Use
(2 shows & rehearsals) $50,000** $10,000 $40,000
Banners (per banner cost for
approx. 76 banners) $235 $17,860 N/A
Trolley Charter (4 days, driver
& service fee) $12,200 $2,600 $9,603
Grand Totals $30,460 $72,868
*Unless hourly personnel is needed
+Building permits vary by valuation of the project. The calculation above assumes a value of $0 and a standard one hour of plan review.
**Assumes the higher estimate of $50,000 for personnel, rehearsals, tech and two performances

RECOMMENDATION
It is recommended that the City Council provide direction regarding the elements of the proposed City partnership with Frieze, including the temporary sculpture display, dance performances, and marketing efforts.

Based on City Council direction, staff will provide an update to Council and request approval prior to the event on final sculpture selection and any additional details, as needed.

Approved by

Jenny Rogers
Director of Community Services