STAFF REPORT
Meeting Date: April 12, 2022
To: Honorable Mayor & City Council
From: Laura Biery, Marketing and Economic Sustainability Manager Magdalena Davis, Special Events and Filming Coordinator Subject: Recommendation of the Beverly Hills City Council Rodeo Drive/ Special Events/ Holiday Program Liaison Committee Regarding the 2022 Rodeo Drive Concours d'Elegance; and
Approval of a Fiscal Year 2021-2022 Purchase Order for J. Ben Bourgeois Productions, Inc. in an Amount Not to Exceed
$228,970 for the 2022 Rodeo Drive Concours d'Elegance
Attachments: 1. Proposal Deck for the 2022 Rodeo Drive Concours d’Elegance
INTRODUCTION
This item provides the recommendations from the Beverly Hills City Council Rodeo Drive/ Special Events/ Holiday Program Liaison Committee regarding the 2022 Rodeo Drive Concours d'Elegance street closures and funding. Additionally, this item seeks City Council approval of a Fiscal Year 2021-2022 Purchase Order for the 2022 Rodeo Drive Concours d'Elegance Father's Day Event in an amount not to exceed $228,970 to J. Ben Bourgeois Productions, Inc.
DISCUSSION
At the April 7, 2022 meeting of the Beverly Hills City Council Rodeo Drive/ Special Events/ Holiday Program Liaison Committee (Liaisons), Liaisons Mayor Lili Bosse and Councilmember Robert Wunderlich recommended moving forward for a full City Council vote, for the 2022 Rodeo Drive Concours d’Elegance, including approval of the necessary street closures and funding.
The Rodeo Drive Concours d’Elegance (Concours) has become a legacy program held in the City of Beverly Hills since its creation in 1993. The show was not held in 2020 due to COVID-19 and in 2021 a modified version called the Tour d’Elegance was held on Father’s Day as a touring car rally through the streets of Beverly Hills rather than the famed all day Rodeo Drive car show. The Concours event is curated with the support of longtime Beverly Hills resident and car enthusiast Bruce Meyer and has drawn crowds as high as 46,000 attendees over the course of the entire day to Beverly Hills and Rodeo Drive in particular.
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Meeting Date: April 12, 2022
The 2022 Concours event is scheduled for Sunday, June 19, 2022 from 11am-4pm on Rodeo Drive. Building on the success of last year’s Tour d’Elegance car rally, this year’s Concours event will also include a curated VIP/Sponsor vehicle tour of cars traveling from Beverly Hills City Hall through the streets of Beverly Hills and concluding on Rodeo Drive the morning of Father’s Day. This will give spectators the opportunity to see the spectacular vehicles in motion.
The 2022 Concours event will also build on the existing partnerships between the Rodeo Drive Committee (RDC), the Beverly Hills Conference and Visitors Bureau (CVB), and the Beverly Hills Chamber of Commerce (Chamber) who will work collaboratively to amplify the marketing message that this is an event that is open to the public and a wonderful way to spend Father’s Day in Beverly Hills. Visitors to the event, and residents of Beverly Hills, will be encouraged to shop and dine locally in Beverly Hills before, during, and after the event. With access to some of the world’s best shopping and dining destinations within walking distance, there are plenty of opportunities for attendees to make a whole day of it here in Beverly Hills.
This year, Beverly Hills luxury auto dealership O’Gara Coach has been offered the opportunity to return as the top sponsor, showcasing some of their rarest and most historic vehicles. Additional sponsorships will be secured at various levels including other local brands in Beverly Hills.
Street Closure Request:
The 2022 Concours event will require the following street closures as detailed below:
Street Closure Start Time End Time
Crescent Drive (From S. Santa Monica
Blvd. to N. Sana Monica Blvd.) for the
Start of the Driving Tour**
Sunday, June 19th
7:00AM
Sunday, June 19th
11:00AM
Rodeo Drive (From Wilshire Blvd. to S.
Santa Monica Blvd.)
Saturday, June 18th
9:00PM
Sunday, June 19th
10:00PM
Dayton Way (From Rodeo Drive to the
alleyways on either side)
Saturday, June 18th
9:00PM
Sunday, June 19th
10:00PM
Brighton Way (From Rodeo Drive to the
alleyways on either side)
Saturday, June 18th
9:00PM
Sunday, June 19th
10:00PM
**Note, the VIP/Sponsor Driving Tour may require a combination of rolling street closures and temporary hard street closures to accommodate the cars on the tour through the City. The exact configuration will be determined by event organizers in cooperation with the Beverly Hills Police Department to minimize traffic impacts and ensure a safe route.
Funding Request:
The 2022 Concours event funding includes a combination of sponsorship funds, exhibitor booth fees, City funding and fee waivers. A detailed budget incorporating both the tour and car show can be found in Attachment 1 to this report. In previous years, if sponsorship dollars were raised in excess of projection targets, any excess sponsorship funding was to be provided to the City to reduce the overall City contribution to the event costs. City Council may require this as part of the 2022 event as well.
Fee Waivers
In 2019, the street closure fee was waived for the street closures on Rodeo Drive, Dayton Way, and Brighton Way. For 2022, the street closure fee is again requested to Meeting Date: April 12, 2022
be waived for Rodeo Drive, Dayton Way, and Brighton Way as well as Crescent Drive and any associated rolling street closures needed for the Driving Tour. The fee waiver is estimated to be $17,642; with the total to be determined based on the selected route and method for closure in cooperation with the Beverly Hills Police Department.
City Funding
For the 2022 Concours d’Elegance, the requested City base funding allocation is $199,150. Additionally, sponsorship dollars and exhibitor fee revenue in 2022 is projected to be $195,000. This is a $26,650 increase in base funding requested compared to 2019 and a $25,440 increase in sponsorship dollars and exhibitor fee revenue compared to 2019. According to the event organizers, the increased base funding request is due to several factors including but not limited to the following:
Additional restrooms to accommodate the increased crowd size after the 2019 challenges on restroom load
Increased labor costs in all areas of the budget in 2022 vs. 2019 Increased private security presence for 2022
Increased insurance costs for 2022
Increased rental costs for k-rails, traffic control equipment for 2022 Adding the Tour component to the Car Show (Two event locations to manage/set-up)
For 2022, there are also three additional considerations that are listed in the budget as optional add-ons (see Attachment 1). These include video monitors, camera packages, LED video walls, and branded collateral all available to enhance the on-site experience for the guests, participants, public service announcement delivery, and sponsorship opportunities. With the increase in sponsorship dollars and exhibit fees to be raised in 2022, organizers are looking at enhancements for the day-of experience as a way to provide additional branding and messaging opportunities. The Liaisons recommended adding option A, the video monitor and camera package to enhance the guest experience, to the total budget which would add an additional cost of $29,820 to the $199,150 base funding request. The new total base funding request would be $228,970.
Street Pole Banners
For the 2021 Tour d’Elegance, street pole banner installation was expanded beyond just Rodeo Drive to include Rodeo Drive, N. Canon Drive, N. Beverly Drive, and the area of Crescent Drive in front of City Hall. For 2022, the organizers are requesting the City cover the cost for installation and fabrication of the street pole banners as part of this extended street pole banner campaign including Rodeo Drive, N. Canon Drive, N.
Beverly Drive, and the area of Crescent Drive. That cost is estimated at roughly $13,500 and can be paid for through an existing contract with AAA Banner & Flag with funding identified in the Policy and Management Marketing Budget.
It should be noted the banner designs are still being developed for this program and City Council is asked to approve that final designs be reviewed and approved by the Council Liaisons directly, rather than return as a separate City Council item.
Local Newspaper Ads
As with previous events, the City will also cover the cost of ads in local newspapers reminding residents about the upcoming street closure impacts. This cost is estimated at $6,440 with funding available in the Policy and Management Communications Budget.
Meeting Date: April 12, 2022
FISCAL IMPACT
In 2018 the base funding allocation from the City was $171,200 and in 2019 it was $172,500. For the 2022 Concours event, organizers are requesting $199,150 from the City in base funding. In addition to the base, the Liaisons recommended an enhancement “Option A” as listed on Page 17 of Attachment 1 to this report. This option is for an additional $29,820 to add video monitors, cameras, and switching equipment to enhance the overall guest experience on Rodeo Drive.
The total request of $228,970 (base funding plus Option A) for the 2022 Concours is available in the City Council approved Fiscal Year 2021-22 (FY 21-22) Policy & Management Department Tourism and Marketing budget (00101311). In addition to the City funding, the organizers propose to raise $195,000 in sponsorships and/or exhibitor booth fees for the event.
Staff is proposing to utilize funds from the City Council approved FY 21-22 Policy & Management Communications budget (48008302) and Marketing budget (48008303) for the costs associated with street closure notification ads in the local newspapers as well as the costs for street pole banner fabrication and installation across multiple streets.
Finally, staff is requesting the City Council waive the street closure fees associated with Concours, estimated at $17,642 as an in kind contribution as was done in 2019.
Budget Category 2022 Budget Org Code
Sponsorship/Exhibitor Paid Costs
Sponsorship Funding $170,000
Exhibitor Fees $25,00
Total $195,000
City Paid Costs from Tourism & Marketing
Event Base Funding from the City $199,150
Additional Enhancements – Option A*
(recommended by Liaisons)
$29,820
Total $228,970 Tourism & Marketing –
00101311
City Fee Waivers
City Street Closure Fee Waiver Request $17,642 Waiver only City Paid Costs for Advertising from the
Communications and Marketing Budgets
Street Pole Banner Fabrication/Installation $13,500 Marketing – 48008303
City Funded Ads in Local Newspapers $6,440 Communications – 48008302
* All 3 enhancements options A, B and C, appear in the budget section of Attachment 1 however the Liaisons only recommended adding in enhancement Option A Meeting Date: April 12, 2022
RECOMMENDATION
The City Council Liaisons recommend the City Council:
1) Review and approve the 2022 Concours d’Elegance street closure requests; 2) Delegate final approval of the street pole banner design to the City Council Liaisons;
3) Review and approve the total associated budget which includes a combination of sponsorship funds ($170,000), exhibitor booth fees ($25,000), fee waivers, City funding from the Tourism and Marketing Budget ($228,970) for the event base budget and enhancement Option A, as well as expenses from the Communications and Marketing Budget for street pole banners ($13,500) and local newspaper ads ($6,440); and
4) Approve a Fiscal Year 2021-2022 Purchase Order for the 2022 Rodeo Drive Concours d’Elegance Father’s Day Event in an amount not to exceed $228,970 to J. Ben Bourgeois Productions, Inc.
Nancy Hunt Coffey,
Assistant City Manager
Approved By
Attachment 1
J. Ben Bourgeois Productions, Inc.
Rodeo Drive Concours d’Elegance
Beverly Hills Father’s Day Car Show
Sunday, June 19, 2022
2 27 YEARS'
OF EVENT
HISTORY
The Rodeo Drive Concours d'Elegance
Father's Day Car Show has a long and rich
history in the city of Beverly Hills. The annual
Father's Day car show has been a staple for dads
and their families since its creation in 7993.
Founded by Bruce Meyer, the event annually
draws 46,000 spectators in person and the eyes
of the world on line, on television and in print.
The Rodeo Drive Concours d'Elegance has
always been about charity, enjoying support
from automotive institutions such as the
Petersen Automotive Museum and the
Checkered Flag 200, while giving back to
community organizations like the Beverly Hills
Police Officers Association and Beverly Hills
Firefighters Association. The luxurious setting of
the show, in combination with its charitable
impact, makes the Rodeo Drive Concours
d'Elegance one of the most respected and
publicized automotive events in the world.
J. Ben Bourgeois Productions, Inc.
3 Event Overview and Details
4 THE 2022
RODEO DRIVE
CONCOURS
D
1 ELEGANCE
The Rodeo Drive Concours d'Elegance in Beverly
Hills. an annual Father's Day tradition over the past 27 years, will return in its glory to Beverly Hills on Sunday, June 19. 2022, after a two-year pause, with an all-new
exciting format. In keeping with the tradition of the
Concours event. select cars will be positioned on
Rodeo Drive for al I to view.
After the tremendous success of the 2021 Tour
d'Elegance, new this year will be a similar driving tour element where invited automotive enthusiasts will
drive a planned route around the beautiful streets of
Beverly Hills. The Tour will conclude on Rodeo Drive,
where the drivers and vehicles will join the Concours
event. giving spectators the rare opportunity to see
these cars not only in motion on public roads, but also appreciate them up close.
Together, the Tour and Concours will create a new
and inclusive event, the 2022 Rodeo Drive Concours
d'Elegance Beverly Hills Father's Day Car Show.
5 2022 PROPOSED
EVENT DETAILS:
FATHER'S DAY
SUNDAY, JUNE 19, 2022
".
• Begin the Tour and staging of cars in front of City Hall on Crescent Drive. • The use of The Wallis Motor Court and Crescent Drive gives a great kick-off to the Tour and spreads things out for early viewing.
• Opening remarks by the Mayor with City Hall as the photo backdrop • Car rally drives around the streets of Beverly Hills. similar to last year's route and concluding on Rodeo Drive
• odeo Drive will be a combination of traditional concours staged cars" in place, then joined by additional vehicles from the Tour for the Rodeo Drive Concours d'Elegance
• Event organizers will work with Chamber of Commerce and CVB to make BH eateries the focus for people to eat and drink.
• Exploring the option to potentially provide smaller pop-ups serving water. ice cream etc.
J. Ben Bourgeois Productions, Inc.
6 Tour Driving Map
7 4.f
Brighton Way
2022 TOUR ROUe
The tour through Beverly Hills will
commence with City Hall as the backdrop.
Led by the prestigious Beverly Hills police
department and joined by a curated
selection of cars, the tour will follow the
proposed route (subject to change). After
crowds watch the cars along the route, the
cars will make their way to Rodeo Drive for a
concours-style display. There, spectators
can enjoy an up-close look at some of the
world's finest machines, while taking in all
Rodeo Drive and Beverly Hills has to offer.
9 Burton w
Wilshire Blvd
J. Ben Bourgeois Productions, Inc.
8 Banner Design Proposal
Under Development (TBD)
9 J. Ben Bourgeois Productions, Inc.
10 Press and Media
11 Individual TV
broadcast segments
LION
$
Total ad
equivalency
$20.3
NUMBERS
Total media
BIL ION
. . Impressions
2 34
- - - -
I I
□
Total articles in
May/June 2021
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12 2021 MEDIA COVERAGE
Each year, dozens of automotive and mainstream media outlets cover the event in the lead-up, day-of and afterward. The one-day show benefits from several months of coverage online, in print, and on television - increasing exposure for your brand beyond just the day of the event. In 2021, major Los Angeles-area television stations shared on-air coverage in 24 standalone news segments with their viewers. In addition to traditional media, the event also draws plenty of social media influencers, both automotive and otherwise. On Father's Day in Los Angeles, all eyes are on Rodeo Drive. $ Al,a brvE HAGERTY jiff1.{"{ OK! sotoevolotion
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Beverly Hills Tour
d'Elegance Hits the Road
This Weekend with a
$100M+ Convoy
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d'Elegance Was
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Provided by event partner Kahn Media
J. Ben Bourgeois Productions, Inc.
13 City Partnerships
• CVB will promote the event on their social media channels: Instagram, Facebook, Twitter, Pinterest
• CVB will create an event page that social media posts will link to. This was last year’s - https://lovebeverlyhills.com/events/view/2021-tour-d-elegance • CVB will also create a Concours d’Elegance “slider” on their website home page (these are images that change on the homepage) which will link to the event page. • CVB will feature the event in their May & June E-newsletters for Visitors, Partners, Trade and Media (with a distribution size of 38,000 email subscribers). • CVB will do a “round up” for where to eat that day on Father’s Day and reach out to partner hotels to see if they have anything special going on, and then create an article on the CVB website and promote on CVB channels, about a week to 10 days out. Will include various price points and options.
• CVB will reach out to 208 Rodeo, Gucci Osteria, The Blvd, the Hideaway that are all on Rodeo Drive to confirm hours and any dining reservation options for that day/weekend • The CVB Far From Ordinary spring campaign will be in full force then and will be promoting those hotel packages on the CVB microsite + the media buy that goes with them encouraging folks to come and stay in BH.
• A postcard will be distributed to the hotel concierges as designed by the JBB team 14 • Chamber will promote the event on their social media channels:
Instagram, Facebook, Twitter
• Chamber will promote the event on NowBeverlyHills channels:
Instagram, Facebook
• Chamber will feature the event in June eNewsletters for members and nonmembers (with a distribution size of 10,000 email subscribers).
• Chamber will feature the event in June eNewsletter for NowBeverlyHills (with a distribution size of 4,000 email subscribers). • Chamber will do a “round up” for where to eat that day on Father’s Day and reach out to Chamber members to see if they have anything special going on, and then create an article in the NowBeverlyHills newsletter and promote on NowBeverlyHills channels, about a week to 10 days out. Will include various price points and options.
• Chamber will mention the event during upcoming Walk the Neighborhood meetings with businesses, so they are aware 15 BEVERLY
HILLS
#
CHAMBER
--if--
COMMERCE
J. Ben Bourgeois Productions, Inc.
16 Estimated Budget
17 ESTIMATED BUDGET – COMBINED EVENTS
2022 Rodeo Drive Concours d'Elegance - Beverly Hills Father's Day Car Show Budget Estimate K-Rails, Traffic Control Plan and Infrastructure Design Fees $38,940.00 Directional Signage and Printed Materials $6,660.00
Event Rentals, Staging, Press Walls, Portable Restrooms and Furnishings $53,418.00 Audio, Technical Production, Equipment & Labor $66,595.00 Insurance, City Permits, City Labor and Additional Costs $74,759.00 3rd Party Security Agency $12,600.00
Production Management & Miscellaneous Equipment Needs $64,440.00 Marketing, PR & Graphic Design $46,200.00
Event Staffing & Cleaning Crew $30,538.00
TOTAL ESTIMATED BUDGET $394,150.00
Sponsorships (Pending) <$170,000>
Exhibitor Fees (Pending) <$25,000>
City of Beverly Hills - Requested Contribution $199,150.00 Additional Considerations (not currently in above budget) Option A
Video Monitors, Camera Package, Switching Equipment, Set Up & Coordination $29,820.00 Option B
LED Video Wall, Rigging/Structure, Processing, Content Creation & Cameras $37,255.00 Option C
Branded Collateral w/Logo (Polo Shirts, Tote Bags, & Exhibitor Gifts) $9,840.00 J. Ben Bourgeois Productions, Inc.
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