AGENDA REPORT
Meeting Date: February 15, 2022
Item Number:
To: Honorable Mayor & City Council
From: Magdalena Davis, Special Events & Filming Coordinator Subject: RECOMMENDATION FROM COUNCIL LIAISONS FOR REQUEST FROM ESSENCE COMMUNICATION, INC. FOR ALLEYWAY
CLOSURE ADJACENT TO BEVERLY WILSHIRE HOTEL ON MARCH
24, 2022
Attachments: 1. Event Proposal for ESSENCE Black Women in Hollywood Awards, including Alleyway Closure
RECOMMENDATION
Staff recommends that City Council approve an alleyway closure and street use for a special event, the ESSENCE Black Women in Hollywood Awards, on March 24, 2022, at The Beverly Wilshire Hotel. City Council Liaisons for Special Events, Mayor Bob Wunderlich and Vice Mayor Lili Bosse gave support to this returning event proposal at the January 27, 2022 meeting.
INTRODUCTION
This report is submitted to City Council for the approval of an alleyway closure for the ESSENCE Black Women in Hollywood Awards proposed to be held once at the Beverly Wilshire Hotel on Thursday, March 24, 2022. This event is to honor black women in Hollywood and their contributions to the entertainment industry. 2022 marks the 15th anniversary of the event, and the alleyway would be closed from March 23, 2022 at 10:00PM until March 24, 2022 at 6:00PM, with lane usage on S. Rodeo Drive.
DISCUSSION
This proposal (Attachment 1) comes to City as a request from ESSENCE Communication, Inc. (“ESSENCE”) for approval of a road closure the ESSENCE Black Women in Hollywood Awards, a private event to be held at the Beverly Wilshire Hotel on
2. Letters of Support from The Beverly Wilshire Hotel, Rodeo Drive Committee, and Beverly Hills Conference & Visitors Bureau
3. City Council Liaison/Rodeo Drive Committee/Special Events Report from January 27, 2022 without attachments
D-9
March 24, 2022. The proposed closure will be of the active alleyway to the south of the Beverly Wilshire Hotel, running east to west off of S. Rodeo Drive and continue north to south of Charleville Boulevard.
The proposed closure of the alleyway is from 10:00pm on Wednesday, March 23, 2022 to 6:00pm on Thursday, March 24, 2022, with the event itself from 11:00am – 2:30pm on Thursday only. According to the proposed layout this alleyway will be used for a step and repeat and red carpet area during the event. Because of the large number of prominent attendees, as well as providing additional space for social distancing due to COVID, additional space not currently existing at the hotel would be made available by the alleyway closure. Additional meters on S. Rodeo Drive would be closed, utilized instead for VIP drop offs. General guest drop off and guest pick up would be through normal valet operations in the hotel area.
The proposed road closure comes from ESSENCE Communication, Inc. through production company MVD Inc. ESSENCE is media, technology, and commerce dedicated for Black Women, and MVD Inc. is a leading minority-owned and women-led boutique creative agency. The goal of the ESSENCE is to recognize the work that Black Women have contributed in the field of entertainment. This event has grown in size and scope each year, and while it’s been held in Beverly Hills for many years, the recent increase in attendance and press coverage has caused a need for additional room. This alleyway closure was held successfully and safely in both 2019 and 2020, and was reviewed and supported by Special Event Council Liaisons on January 27, 2022 (Attachment 3).
The event will consist of a cocktail reception, seated luncheon, and award show in the Hotel ballroom to recognize black women’s contribution to the entertainment industry.
Past recipients include people such as Oprah, Kelly Rowland, Jada Pinkett Smith, John Legend, Gabrielle Union, Vanessa Williams, and Sean Diddy Combs. This event is expected to have up to 500 attendees and 30 press outlets. ESSENCE Black Women in Hollywood Awards will be in line with the City’s goal to support tourism and local businesses, and bring culture into the City. ESSENCE pledges that these awards contribute positively to the recognition and image of the City as their proactive selection of the location in Beverly Hills has been intentional for the past 15 years, and for the past 5 at the Beverly Wilshire Hotel.
ESSENCE, along with its partner the Beverly Wilshire Hotel, has solicited letters of support from the Chamber of Commerce and Conference & Visitors Bureau (Attachment 2). Letters of notification will be distributed one-week minimum in advance of the event to the effected businesses. As in previous years, there should be little impact to the area’s residents as noise will remain minimal throughout the day and during the event.
Traffic impacts will be minimal as well, as the meter lane on S. Rodeo Drive provides the necessary space to not block traffic lane for arrivals. The required letters of notification for street closures and special event use will be distributed to adjacent businesses and residents.
Safety is always the City’s first priority and as such, the proposed road closure will be subject to submittal and review of a traffic control plan by the City’s Transportation Division and Police Department. A similar closure of this alleyway was successful in February 2019 with no safety issues reported. It should be noted that the Beverly Wilshire Hotel hopes to have similar alleyway closures more frequently approved as an attractive pre-function option for large scale events in lieu of utilizing their former terrace space.
ESSENCE would like to explore options for partnership with the City of Beverly Hills in the future. City Partnership is considered when an outside group or organization is requesting the City’s support in the form of in-kind or waiver of fees. Events are still independently managed by the outside group and the City is not the lead organizer, i.e.
Mazon, Farhang Foundation, etc. For partnerships or it has been the City’s practice to review requests from individuals, local organizations and/or groups deemed as providing programs that are considered a public benefit.
FISCAL IMPACT
All expenses related to this event are the responsibility of ESSENCE, including, but not limited to: City permits, street closure and/or use fees, City personnel, equipment and any other associated costs related to the event. Past cost for this event in 2020 were $12,894.50 total (the event was not held in 2021 due to the pandemic):
Fees to be paid by ESSENCE Cost
Fire Personnel $1,043.00
Police Personnel $3,700.50
Special Event Permits $952.00
Street Closure $6,987.00
Parking Meters – Signs & Revenue $212.00
Total $12,894.50
The City’s Risk Manager has also recommended General Liability Insurance in the amount of $3 million dollars (per occurrence) naming the City of Beverly Hills as an additional insured, as a requirement to be provided by event organizers. This insurance requirement matches other street closure events in the City.
David Yelton,
Assistant Director Community
Development, City Building Official
Approved By
Attachment 1
15th Anniversary |March 24, 2022 | Beverly Wilshire Hotel | Beverly Hills, CA
CITY LIAISON PRESENTATION
ESSENCE. BLACK
WOMEN IN J
Hollywood,
2 ESSENCE BWIH 2021 | City Liaison Presentation
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Type and name of organization hosting the event
Founded in 1968, Essence Communications Inc. (ECI) launched ESSENCE, a ground-breaking magazine created exclusively for African-American women in 1970. For 52 years, the company has flourished and expanded beyond the pages of its flagship magazine to generate brand extensions such as Essence.com, ventures in digital media (mobile, television and VOD) via Essence Studios.
As the premiere destination for news, entertainment, and motivation, ESSENCE is committed to Black women everywhere and continues to inspire a loyal audience of more than 24 million with captivating storytelling and intentional content. With its iconic magazine; digital, video and social platforms; television specials; books; live events, including the iconic tentpole event, Black Women in Hollywood, the multi-platform powerhouse continues to dominate in publishing, experiential and online.
Today, Essence Communications is owned by Essence Ventures, an independent Black-owned, technology-driven company dedicated to fusing content, community and commerce to inspire and meet the evolving cultural and lifestyle needs of people of color.
3 ESSENCE BWIH 2021 | City Liaison Presentation
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Type of event (Include draft program schedule)
Note: if this event is a fundraiser please include non-profit beneficiary ESSENCE Black Women in Hollywood Awards is an annual celebration that honors pioneering and immensely talented Black women in Hollywood - both in front of the camera and behind the scenes. The flagship Oscar Week event will celebrate it’s 15th anniversary as ESSENCE honors actresses and talent who are making their undeniable mark in entertainment, forging forward their own definition of what it means to be a Black Woman in Hollywood. The highly anticipated event will feature a red carpet, sponsor lounge, cocktail reception, luncheon, and formal award show stage presentation. The tentative schedule is as follows:
11:00 AM Red Carpet Arrivals & Cocktail Hour
11:50 AM Red Carpet Closes
12:00 PM Guests Seated
12:15 PM Luncheon Begins
02:30 PM Luncheon Ends
Dates and hours for the event
● Event: 03/24/22 (11:00 AM-2:30 PM)
● Alleyway Usage: 03/23/22 (10:00 PM) - 03/24/22 (6:00 PM) Location of the event
Beverly Wilshire Hotel, 9500 Wilshire Blvd, Beverly Hills, CA 90212 (Ballroom and alleyway that leads into ballroom). We are humbly requesting to permit the usage of the Beverly Wilshire alleyway for the red carpet to allow for more talent to pass through + additional space for press and media coverage.
4 ESSENCE BWIH 2021 | City Liaison Presentation
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Total overall budget (funding & expenses) associated with the event The 2022 ESSENCE Black Women in Hollywood anticipated revenue is $1M with estimated expenses at $908K.
Letter of support from the local Beverly Hills community and/or groups (3-5 letters) Please see Appendix for three letters of support from various local Beverly Hills community figures.
Expected number of attendees
The overall attendee count will be close to but no more than 500 people.
Target demographic for event
BWIH event is a private invite only event for entertainers, entertainment professionals, brand sponsors, and executive of Essence Ventures. The annual gathering also generates a significant amount of press - covered by nearly 30 outlets in person at the event - with millions of post impressions.
5 ESSENCE BWIH 2021 | City Liaison Presentation
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Explain the public benefit of the event (Must meet one or more of the following criteria):
● Boosts tourism by attracting residents and visitors the City ● Provides an opportunity for community engagement
● Contributes positively to the recognition and image of the City.
ESSENCE’s Black Women in Hollywood will contribute positively to the recognition and image of the city as guests gather to celebrate its’ 15th anniversary this March and honor Black hollywood’s trailblazers and stars. For 52 years (1970-2022), they have been at the epicenter of representation for black women in American popular culture - speaking to, about, and for a community that, although often and traditionally overlooked, continues to set trends, break ceilings, and march at the forefront of culture.
In efforts to expand their reach beyond the pages, ESSENCE began illuminating Black women’s achievements in Hollywood through their annual gala luncheon. Since it’s inauguration 15 years ago, ESSENCE has proactively actively chosen to host the Black Women in Hollywood Awards in the beautiful city of Beverly Hills; for the last 5 years at the iconic Beverly Wilshire Hotel. With ESSENCE ever growing popularity in the digital world and viral speeches, the luncheon continues to gain popularity, recognition and is covered by every major media outlet, both nationally and internationally.
With 2022 marking the 15th anniversary, this year is slated to be the most awe-inspiring event to date. Permitting ESSENCE to close/occupy the alleyway leading to the Beverly Wilshire Ballroom will not only allow for more celebrities and talent to attend, but will also provide more space for media and press outlets.
Lastly, and most importantly, this will show the public-at-large an intentional partnership of racial inclusivity by the City of Beverly Hills. 6 ESSENCE BWIH 2021 | City Liaison Presentation
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Name notable attendees connected to the event; board of directors, etc.
Oprah Winfrey, Regina King, Viola Davis, Whoopi Goldberg, Zendaya, Shonda Rhimes, Issa Rae, Angela Bassett, Janet Mock, Kerry Washington, Laverne Cox, Ava DuVernay, Tracee Ellis Ross, Cynthia Erivo, Janelle Monae, Yara Shahidi, Kelly Rowland, Lena Waithe, Jada Pinkett and Will Smith, John Legend, Debbie Allen, Taraji P. Henson, Gabrielle Union, Angela Bassett, Sean Diddy Combs, Halle Berry, James Cameron, Queen Latifah, Emma Stone, Kerry Washington, Tom Cruise, Katie Holmes, Zoe Saldana.
Describe whether this event will be public and/or ticketed or invitation/private The 15th annual ESSENCE Black Women In Hollywood will be an invite-only, private event.
Describe how publicity/marketing will be managed
Publicity and Marketing will be co-managed between MVD Inc and the Essence team–who, in addition, will manage red carpet arrivals. See appendix for previous years metrics and reach.
Permits requested for the event
If a street closure is required, provide associated schematics We are requesting a street closure of the Beverly Wilshire alleyway that leads into the ballroom, directly off of South Rodeo Drive. Please see attached appendix for rendering of requested street closure. 7 ESSENCE BWIH 2021 | City Liaison Presentation
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Impact to the City as it relates to traffic, noise, and parking The requested closure will cause a minimal impact on the city. The alleyway is not an official public street and therefore will very minimally disrupt traffic on South Beverly Drive. The valet parking plan will continue to be managed by the Beverly Wilshire through their main entrance. This request is for a step & repeat with a red carpet which means there will not be any amplified music or sound.
City request as it relates to in-kind services, funding, additional city space and/or production of the event Essence Magazine would like to propose a partnership for this year’s event and highlight the support of the City of Beverly Hills. In return, we are seeking a discount or reduction to permitting fees and staffing fees for the closure of the alleyway. This partnership can also include a tie-in with the Black community of Beverly Hills; involving giving back to film students and young artists.
APPENDIX
A WALK DOWN MEMORY LANE
10 APPENDIX - LETTER OF SUPPORT
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
**See attached PDF for full view**
January 25, 2022
Magdalena Davis
Special
Events and
Filming
Coordinator
City
of
Beverly
Hills
Dear
Magdalena,
The
Beverly
Hills Conference & Visitors Bureau fully
supports
MVD Inc.'s efforts to utilize the
alley
behind the Beverly Wilshire, A Four Seasons Hotel, off of Rodeo Drive to accommodate a larger and more
impactful
red
carpet experience for
the ESSENCE Black Women in
Hollywood
Awards.
Events like these are important to the social and economic vitality of the city as they bring revenue to our businesses, drive
bookings
of other world-class events and ensure that our brand continues to maintain its reputation
as a destination
aligned
with
celebrity and luxury. If you have any questions, or need additional information from me,
please
don't hesitate to contact me.
Thank you Magdalena!
Warmest re
gards,
Julie
Wagner,
COME
Chief Executive Officer
Beverly
Hills Conference & Visitors Bureau
George Nickels, Beverly Wilshire, A Four Seasons Hotel
Kafia Ahmed, MVD Inc.
9400 5. Santa Monica Blvd. #102,
Beverly
Hills, CA 90210 I 310.248.1015 ] info
@LoveBeveryHills.com
www.LoveBeverlyHills.com
11 APPENDIX - LETTER OF SUPPORT
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
**See attached PDF for full view**
rs.%we RODEODRlVE
Monday, January
24, 2022
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,
Re: Support for 2022 Black Women in Hollywood Awards.
On behalf of the Rodeo Drive Committee, I
support
the
request
from MVD, Ince. to close the
alley leading
into the
Beverly
Wilshire Hotel ballroom on March 24, 2022 to allow for an impactful
Red
Carpet
arrivals entrance that will allow for more
talent to
pass through
and to accommodate media and
professionals
at this
year's
ESSENCE Black Women in
Hollywood
Awards.
Sincerely,
Kathy
Gohari
President
Rodeo Drive Committee
12 APPENDIX - LETTER OF SUPPORT
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
**See attached PDF for full view** BW
Friday, January
14, 2022
To whom it
may
concern:
Beverly
Wilshire, A Four Seasons Hotel supports the request for the utilization of the alley
behind the hotel off, S. Rodeo Drive for the red carpet arrivals of attendees for the Essence Black Women in Hollywood event on Thursday, March 24, 2022.
This
unique
red
carpet
arrival would be beneficial to the client as well as the hotel and will further
promote
and attract these ty
pes
of events to the City of Beverly Hills.
Please do not hesitate to contact me with any questions or concerns. I may be reached directly
at 310.858.2376 0r via email at [email protected]. 13 APPENDIX - ALLEYWAY RENDERING
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
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14 APPENDIX - ALLEYWAY SIGNAGE
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
Alleyway Closure - Pending
approval.
Alleyway Access
Alleyway Entryway Point -
Signage will be strategically
placed to indicate the
alleyway is temporarily
closed.
Guest Arrivals/Entry - Signage will be
placed to indicate arrivals point for
guests.
VIP Talent Arrivals - Signage will be placed
to indicate arrivals point for VIP Talent.
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15 APPENDIX - PUBLICITY & AWARENESS
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
ESSENCE COMMUNICATIONS
ESSENCE has a total of 20.2 million touchpoints across
the media-sphere
● 6.8M Digital
● 6.6M Social
● 6.3M Print
● 500K+ Live Events
1 in 4 African American Women engage with
Essence, reaching more African American women
than any other general market competitor
OUTSIDE MEDIA COVERAGE
In 2020 alone, ESSENCE Black Women in Hollywood
Awards received over 2.1 Billion PR impressions.
Coverage outlets included:
● E! News
● Buzzfeed
● Bravo TV
● In-Style
● Forbes
● The Hollywood Reporter
● TMZ
● Variety
● & Many More!
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= son InStyle
Eve to Host & Brittany Howard to Perform at
Essence Black Women in Hollywood Awards
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Billy Porter Made Everyone
Cry at the Essence Awards
Speaking on the importance of being seen, and bridging a chasm between the Black and LGBTQ communities, Porter brought the emotion in the room to a 12.
By Brandi Fowler ] Updated Feb 07, 2020 @ 4.00 pm
I r NEWS SHOWS WATCH KARDASHIANS SHOP PHOTOS NEWSLIETTf:R peacock Billy Porter, Issa Rae and More Dazzle at the 2020 Essence Black Women in Hollywood Awards
when it comes to fashion, Billy Porter never disappoints! See photos of the Pose star and other celebs at the 2020 ESSENCE Black Women in Hollywood Luncheon, a pre-Oscars event
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16 APPENDIX - COVID PLAN
CREATED BY MVD INC WWW.MVDINC.US
CREATED BY MVD INC WWW.MVDINC.US
To ensure the health and safety of all staff and
guests, we will continue to follow the County
stipulations as well as monitor the evolving covid
protocols landscape. Precautions will include: ❏ Vaccination Mandate & Verification ❏ Medical Grade Masks readily Available ❏ Contactless Interaction ❏ Hand Sanitizing Stations ❏ Negative PCR Test for all Attendees ❏ On-Site Covid Compliance Officer ❏ Symptom Screening ❏ On-Site Information Signage THANK YOU!
CONTACT
For questions & comments.
213.770.4207
[email protected]
O
Attachment 2
BW
BEVERLY WILSHIRE
.Boo 96d
A FOUR SEASONS IlOTE
Friday, January 14, 2022
To whom it may concern:
Beverly Wilshire, A Four Seasons Hotel supports the request for the utilization of the alley behind the hotel off, S. Rodeo Drive for the red carpet arrivals of attendees for the Essence Black Women in Hollywood event on Thursday, March 24, 2022.
This unique red carpet arrival would be beneficial to the client as well as the hotel and will further promote and attract these types of events to the City of Beverly Hills.
Please do not hesitate to contact me with any questions or concerns. I may be reached directly at 310.858.2376 or via email at [email protected].
Cordially,
er BIH ¢ 1,
RODEO DRIVE
Monday, January 24, 2022
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,
Re: Support for 2022 Black Women in Hollywood Awards.
On behalf of the Rodeo Drive Committee, I support the request from MVD, Inc. to close the alley leading into the Beverly Wilshire Hotel ballroom on March 24, 2022 to allow for an impactful Red Carpet arrivals entrance that will allow for more talent to pass through and to accommodate media and
professionals at this year's ESSENCE Black Women in
Hollywood Awards.
Sincerely,
Kathy Gohari
President
Rodeo Drive Committee
January 25, 2022
Magdalena Davis
Special Events and Filming Coordinator
City of Beverly Hills
Dear Magdalena,
The Beverly Hills Conference & Visitors Bureau fully supports MVD Inc.’s efforts to utilize the alley behind the Beverly Wilshire, A Four Seasons Hotel, off of Rodeo Drive to accommodate a larger and more impactful red carpet experience for the ESSENCE Black Women in Hollywood Awards.
Events like these are important to the social and economic vitality of the city as they bring revenue to our businesses, drive bookings of other world-class events and ensure that our brand continues to maintain its reputation as a destination aligned with celebrity and luxury.
If you have any questions, or need additional information from me, please don’t hesitate to contact me.
Thank you Magdalena!
Warmest regards,
Julie Wagner, CDME
Chief Executive Officer
Beverly Hills Conference & Visitors Bureau
cc: George Nickels, Beverly Wilshire, A Four Seasons Hotel Kafia Ahmed, MVD Inc.
9400 S. Santa Monica Blvd. #102, Beverly Hills, CA 90210 | 310.248.1015 | [email protected] www.LoveBeverlyHills.com
Attachment 3
CITY OF BEVERLY HILLS
COMMUNITY DEVELOPMENT
Memorandum
TO: City Council Liaison/Rodeo Drive Committee/Special Events FROM: Magdalena Davis, Special Event and Filming Coordinator DATE: January 27, 2022
SUBJECT: Request from ESSENCE Communication, Inc. for an Alleyway Closure and Lane Use for Black Women in Hollywood Oscars Event at the Beverly Wilshire Hotel on March 24, 2022
ATTACHMENT: 1. Event Proposal for ESSENCE Black Women in Hollywood Awards, including Alleyway Closure and Letters of Support
INTRODUCTION
This report is submitted to the City Council Liaisons for the approval of an alleyway closure for the ESSENCE Black Women in Hollywood Awards proposed to be held once at the Beverly Wilshire Hotel on Thursday, March 24, 2022. This event is to honor black women in Hollywood and their contributions to the entertainment industry. 2022 marks the 15th anniversary of the event.
DISCUSSION
This proposal (Attachment 1) comes to City as a request from ESSENCE Communication, Inc. (“ESSENCE”) for approval of a road closure the ESSENCE Black Women in Hollywood Awards, a private event to be held at the Beverly Wilshire Hotel on March 24, 2022. The proposed closure will be of the active alleyway to the south of the Beverly Wilshire Hotel, running east to west off of S. Rodeo Drive and continue north to south of Charleville Boulevard.
The proposed closure of the alleyway is from 10:00pm on Wednesday, March 23, 2022 to 6:00pm on Thursday, March 24, 2022, with the event itself from 11:00am – 2:30pm on Thursday only. According to the proposed layout this alleyway will be used for a step and repeat and red carpet area during the event. Because of the large number prominent attendees, as well as providing additional space for social distancing due to COVID, additional space not currently existing at the hotel would be made available by the alleyway closure. Additional meters on S.
Rodeo Drive would be closed, utilized instead for drop offs. Guest pick up would be through normal valet operations in the hotel.
The proposed road closure comes from ESSENCE Communication, Inc. through production company MVD Inc. ESSENCE is media, technology, and commerce dedicated for Black Women, and MVD Inc. is a leading minority-owned and women-led boutique creative agency.
The goal of the ESSENCE is to recognize the work that Black Women have contributed in the field of entertainment. This event is growing in size and scope each year, and while its been held in Beverly Hills for many years, the recent increase in attendance and press coverage has 2 of 3
caused a need for additional room. This alleyway closure was held successfully and safely in both 2019 and 2020.
The event will consist of a cocktail reception, seated luncheon, and award show in the Hotel ballroom to will recognize Black Women’s contribution to the entertainment industry. Past recipients include people such as Oprah, Kelly Rowland, Jada Pinkett Smith, John Legend, Gabrielle Union, Vanessa Williams, and Sean Diddy Combs. This event is expected to have up to 500 attendees and 30 press outlets. ESSENCE Black Women in Hollywood Awards will be in line with the City’s goal to support tourism, local businesses and bring culture into the City.
ESSENCE pledges that these awards contribute positively to the recognition and image of the City as their proactive selection of the location in Beverly Hills has been intentional for the past 15 years, and for the past 5 at the Beverly Wilshire Hotel.
ESSENCE, along with its partner the Beverly Wilshire Hotel, is soliciting letters of support from the effected businesses. As in previous years, there should be little impact to the area’s residents as noise will remain minimal throughout the day and during the event. Traffic impacts will be minimal as well, as the meter lane on S. Rodeo Drive provides the necessary space to not block traffic lane for arrivals. The required letters of notification for street closures and special event use will be distributed to adjacent businesses and residents.
Safety is always the City’s first priority and as such, the proposed road closure will be subject to submittal and review of a traffic control plan by the City’s Transportation Division and Police Department. A similar closure of this alleyway was successful in February 2019 with no safety issues reported. It should be noted that the Beverly Wilshire Hotel, hopes to have similar alleyway closures more frequently approved as an attractive pre-function option for large scale events in lieu of utilizing their former terrace space.
ESSENCE would like to explore options for partnership with the City of Beverly Hills on the future. City Partnership is considered when an outside group or organization is requesting the City’s support in the form of in-kind or waiver of fees. Events are still independently managed by the outside group and the City is not the lead organizer, i.e. Mazon, Farhang Foundation, etc.
For partnerships or it has been the City’s practice to review requests from individuals, local organizations and/or groups deemed as providing programs that are considered a public benefit.
FISCAL IMPACT
All expenses related to this event are the responsibility of ESSENCE, including, but not limited to: City permits, street closure and/or use fees, City personnel, equipment and any other associated costs related to the event. Past cost for this event in 2020 were $12,894.50 total (the event was not held in 2021 due to the pandemic):
Fees to be paid by ESSENCE Cost
Fire Personnel $1,043.00
Police Personnel $3,700.50
Special Event Permits $952.00
Street Closure $6,987.00
Parking Meters – Signs & Revenue $212.00
Total $12,894.50
The City’s Risk Manager has also recommended General Liability Insurance in the amount of $3 3 of 3
million dollars (per occurrence) naming the City of Beverly Hills as an additional insured, as a requirement to be provided by event organizers. This insurance requirement matches other street closure events in the City.
RECOMMENDATION
Staff is requesting direction from the City Council Liaisons regarding approval of the proposed alley way closure. All street closures and/or reduction of City fees for special events must be approved by City Council. Unless Liaisons have any questions or concerns, staff will bring the proposal to Council to the February 15, 2022 meeting, and administratively issue the permit after approval.