AGENDA REPORT
Meeting Date: May 24, 2022
Item Number:
To: Honorable Mayor & City Council
From: Laura Biery, Marketing and Economic Sustainability Manager Subject: RECOMMENDATION OF THE BEVERLY HILLS CITY COUNCIL
LIAISON / RODEO DRIVE / SPECIAL EVENTS / HOLIDAY
PROGRAM COMMITTEE REGARDING THE RODEO DRIVE
COMMITTEE FISCAL YEAR 2022/2023 WORK PLAN;
RECOMMENDATION OF THE BEVERLY HILLS CITY COUNCIL
LIAISON / RODEO DRIVE / SPECIAL EVENTS / HOLIDAY
PROGRAM COMMITTEE SUPPORTING THE 2022 BOLD SUMMER
CAMPAIGN REQUEST BY THE RODEO DRIVE COMMITTEE; AND
APPROVAL OF A FISCAL YEAR 2021/2022 PURCHASE ORDER TO
J. BEN BOURGEOIS PRODUCTIONS, INC. IN AN AMOUNT NOT TO
EXCEED $296,954 FOR THE 2022 BOLD SUMMER CAMPAIGN ON
RODEO DRIVE
Attachments: 1. Proposed RDC Fiscal Year 2022/2023 Work Plan
2. Proposed RDC 2022 BOLD Summer Campaign
RECOMMENDATION
Staff recommends the City Council review the recommendation from the Beverly Hills City Council Liaison / Rodeo Drive / Special Events / Holiday Program Committee and take the following actions:
1. Approve the Rodeo Drive Committee’s (RDC) Fiscal Year 2022/2023 (FY 22/23) work plan;
2. Approve the RDC’s 2022 BOLD Summer campaign for Rodeo Drive;
3. Approve a Fiscal Year 2021/2022 (FY 21/22) purchase order in an amount not to exceed $296,954 with J. Ben Bourgeois Productions for execution of the RDC’s 2022 BOLD Summer campaign.
INTRODUCTION
On May 18, 2022, the City Council Liaison / Rodeo Drive / Special Events / Holiday Program Committee, Mayor Lili Bosse and Councilmember Robert Wunderlich, reviewed
BEVERLW
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Meeting Date: May 24, 2022
the RDC’s annual work plan and funding request for FY 22/23, a recap of the accomplishments from the FY 21/22 work plan; and the funding request for the 2022 BOLD Summer campaign for Rodeo Drive. This item seeks City Council approval of the recommendation from the Beverly Hills City Council Liaison / Rodeo Drive / Special Events / Holiday Program Committee (Committee) supporting the RDC’s proposed annual work plan and approval of the RDC’s 2022 BOLD Summer campaign and corresponding purchase order for the 2022 BOLD Summer campaign in an amount not to exceed $296,954 with J. Ben Bourgeois Productions for the campaign.
DISCUSSION
The RDC is comprised of approximately 70 retailers, hotels and property owners.
Founded in 1972, the Committee promotes Rodeo Drive through a variety of programs, which enhance the street’s image as a world-class destination.
In previous years, the RDC has received City support to conduct marketing and events on behalf of its retailers, hotels and property owners to promote tourism and visitor spending on Rodeo Drive. Funding for these purposes has traditionally been provided from the City’s Tourism and Marketing Budget.
The RDC’s proposed annual work plan and funding request of $184,998 for FY 22/23 is for digital marketing management, content creation, and ongoing website maintenance.
These tools will be used for:
Website Updates and Management; and
Social Media Management: Instagram, TikTok, Pinterest, and Facebook.
Many of the items in the RDC FY 22/23 work plan support the goals and action items of the updated Economic Sustainability Plan. One of the key focus areas of the Economic Sustainability Plan is “Brand” and the RDC’s FY 22/23 work plan focuses heavily on brand awareness to attract and bring travelers and shoppers to Beverly Hills.
In addition to the approval of the RDC’s FY 22/23 work plan, the Committee also reviewed the RDC’s request for funding for its 2022 BOLD Summer campaign on Rodeo Drive. Starting in 2017, the City created the BOLD program including a BOLD Summer and BOLD Holidays marketing initiative that the RDC, Beverly Hills Conference and Visitors Bureau (CVB), the Beverly Hills Chamber of Commerce (Chamber) and the City all participated in. In previous years, the RDC BOLD Summer activation has included kick off events, concerts, weekly programming, social media installations and more. For the 2022 BOLD Summer activation the RDC is proposing a Red Carpet Experience consisting of various social media installations along Rodeo Drive as well as enhanced audio along the street and street pole banners installed along Rodeo Drive.
The Red Carpet Experience activations will be centrally located within the 200, 300, and 400 blocks of Rodeo Drive. Enhanced music will play along Rodeo Drive from speakers installed within the center median elevating the red carpet experience. The activation is scheduled to run from Monday, July 25 through Sunday, August 21. The RDC will collaborate with the CVB and the Chamber as well as the City to market and promote this experience along Rodeo Drive.
As part of the 2022 BOLD Summer months (June, July, August), several retailers along Rodeo Drive will also be hosting their own pop-up experiences and VIP events to bring the shoppers, residents and visitors, and drive organic social media content to Rodeo Drive.
Meeting Date: May 24, 2022
As expenditures for this effort will need to begin well prior to July 1, 2022, the funding for this year’s BOLD Summer activation will need to come from the City’s current FY 21/22 Tourism and Marketing Budget. For FY 21/22, staff anticipates there will be approximately $680,000 in unused funding in the Tourism & Marketing budget (00101311-734400) across various project codes on June 30, 2022. Staff is recommending the City Council use a portion of this funding for the 2022 BOLD Summer Red Carpet Experience proposed by the RDC.
FISCAL IMPACT
To carry out the proposed work plan for FY 22/23, the RDC requests $184,998 in Tourism & Marketing funding as shown below:
Digital & Website Management
Description FY 22/23
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Curation $103,997
General Topics & Maintenance $15,998
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $10,000
Website Template Updates, Hosting of Website, Apps, Email $5,600 Misc. Expenses $1,000
Production of Rodeo Drive Signs (new for this year) $400 RDC Budget Request $184,998
The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (“TOT”). The City collects a total of fourteen percent TOT based on gross room sales from the City’s hotels. One-seventh of the total TOT revenue has been the basis of calculating the funding for the Tourism and Marketing budget in Beverly Hills for approximately 25 years.
The Finance Department is currently proposing a TOT revenue forecast of $44,000,000 for FY 22/23. This will result in a one-seventh amount of $6,285,714. Staff anticipates this funding would be allocated for various programs as shown below.
Description of Program to be Funded from TOT in FY 22/23 Potential Budget Allocation
Holiday Décor Storage $12,000
Intellectual Property Legal Services $100,000
Concours D'Elegance in 2023 – Estimate based on prior year $225,000 Conference & Visitors Bureau - FY 22/23 Work Plan – Estimate depending on Council approval $4,261,470
Rodeo Drive Committee FY 22/23 Work Plan - Estimate
depending on Council approval $184,998
Landscape – Rodeo Drive Median $22,000
Portion of the Beverly Hills Chamber of Commerce Work Plan – Estimate for FY 22/23 depending on Council approval $160,530 Contingency Funding for other Tourism & Marketing Events $1,319,716 Total $6,285,714
Meeting Date: May 24, 2022
As of May 13, 2022, all numbers reflected in the previous chart for City funding are tentative as the numbers are being finalized for presentation to the City Council.
Additionally, until the FY 22/23 budget is adopted by the City Council, the numbers are subject to change.
The FY 22/23 funding request of $184,998 is an increase of $26,666 from the FY 21/22 funding request of $158,332.
To carry out the RDC’s 2022 BOLD Summer Red Carpet Experience, the fiscal impact will be $296,954. For FY 21/22, staff anticipates there will be approximately $680,000 in unused funding in the Tourism & Marketing budget (00101311-734400) across various project codes on June 30, 2022. Staff is recommending the City Council consider using a portion of this funding for the 2022 BOLD Summer Red Carpet Experience proposed by the RDC. The RDC has selected J. Ben Bourgeois Productions to execute this campaign. The City has a current existing contract for as needed special event services with J. Ben Bourgeois Productions as such, a purchase order in the amount not to exceed $296,954 is requested for the execution of this campaign.
The RDC is also requesting for the waiver of permits associated with the installations for the 2022 BOLD Summer Red Carpet Experience. Total cost of waived permit fees will be dependent on the final designs and locations.
Nancy Hunt Coffey,
Assistant City Manager
Approved By
Attachment 1
SOCIAL MEDIA & WEBSITE
Achievements & proposal fiscal year 2022/2023
RODEO DRIVE
BOID
1. Our year in numbers
2. Our strategy ’21-’22
• Reaching new audiences
• Trend focused
• Supporting RDC members
• Global relevancy
• Highlighting Key moments
• Interconnected and efficient workflows
3. Approach for fiscal year ’22-’23
• Social media & website
• Signs on Rodeo Drive
4. Budget
TABLE OF
CONTENTS
OUR YEAR IN NUMBERS
April ’21 - April ‘22
Analytics (Since BOLD has started managing social media) Oct ‘19 Apr ‘22 Followers IG 42k 78.8k
Followers FB 71k 77.5k
Followers TikTok – 1.4k
Analytics (In a one year time frame) Apr '19-'20 Apr '21-'22 Total impressions on social media IG & FB 6.6M 60M
Users reached on IG & FB 28M 39.6M
Total likes on IG, FB, TikTok 257k 308k
Views of TikTok videos on our profile – 40k
Views of TikTok videos from content creators – 1.6M
Avg. engagement rate IG 1.67% 8.76%
Top countries on IG & FB US, Brazil, Mexico US, Brazil, Mexico and Italy Gender split on IG 59.55% F/ 40.45% M 59.61% F / 40.39% M Website visitor (time period from website launch 1/20-1/21) 6k (monthly average) 12k (monthly average) @
REACHING NEW
AUDIENCES
Successful channel mix.
Adding TikTok to our channel
mix to engage with a younger
target group.
TREND FOCUSSED
Monitoring & implementation
of new trends are one of the
most important tasks to stay
relevant.
SUPPORTING RDC MEMBERS
One of our main goals is to
support RDC members on
social media and website and
to bring people & tourists to
Rodeo Drive
HIGHLIGHTING KEY
MOMENTS
Rodeo Drive has so many
things to offer. We make sure
that we feature key moments
and events on all digital
channels.
GLOBAL RELEVANCY
We share local events on a
global level to attract new
audiences and people from
all over the world.
OUR STRATEGY ’21 - ‘22
A personal approach is key
INTERCONNECTED &
EFFICIENT WORKFLOWS
We work hand in hand with
all relevant parties such as
the City of BH, Team Lyn
Winter or Bourgeois
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Rodeo Drive has successfully joined TikTok in August 2021 to:
Have a presence on an exciting platform that is rapidly growing Be part of the conversation on TikTok / 1.6M views of our content Reach younger audiences
Inspire people from all over the world to come and experience Rodeo Drive Sharing content with a mix of fashion, ambiance, and street videos Start working with content creators to be able to jump on trends immediately and to connect with our audience on a personal level
We recommended adding Clubhouse to our social media mix in 2021 since it was trending at this time. After monitoring the app and evaluating the evolving landscape we decided that it wasn't the right fit for Rodeo Drive. The app is great for individuals but it’s not the right platform for brands, see below:
• App relevance is declining* as brands see little to no value in participating • Place for authentic and spontaneous discussion, putting brands in a risky and vulnerable situation
• Used as a tool for education and networking, therefore making it difficult for brands to use it for sales and growth
Adding TikTok to our social media channel mix
#1 REACHING NEW AUDIENCES
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Monitoring of trends is very important since the social media world evolves constantly. Last year we presented a trend called ‘show not tell’ which says that the best way to connect with people through social media is with a more personal approach and through key individuals. We successfully implemented this trend and many more, see below:
Video with Kathy G. and Bob W. filmed on Rodeo Drive to show the holiday decor and garner interest from the
audience
Adding videos to our website
Working with content creators to engage with a younger
audience
Producing own content and adding videos to our content mix Jumping on TikTok trends
Adding Linktree to connect IG with other channels and
platforms
#2 TREND FOCUSED
Personal approach to create an authentic dialogue
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Supporting RDC members is one of our top priorities and we are always finding new ways to bring our brands into the spotlight on our channels. To do this, we have incorporated them into our content in ways that come across authentic and exciting instead of sales-like.
Including RDC members in content creator videos: One TikTok video showcased a content creator dining at the Beverly Wilshire and 208 Rodeo Restaurant, and shopping at Chanel.
Sharing celebrity sightings from RDC brands such as Zegna and Harry Winston.
Monthly Rodeo Drive visits for taking photos and videos, and sharing them on our platforms in order to give our global audience a tour of these flagship stores.
Promoting in-store events on website and social media
Sharing seasonal campaigns
Sharing brand related questions from website visitors with store managers
#3 SUPPORTING RDC MEMBERS
Creating more opportunities to be featured
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Rodeo Drive is an iconic shopping destination for people around the globe. Our goal is to maintain and enhance
Rodeo Drive’s iconic image and to encourage international travelers to choose Beverly Hills as their next shopping destination.
Instagram live streams of events such BOLD holidays or
the Father’s Day Car Show so that people from around the world can tune in and get a taste of what BH is offering Store tours on Instagram so that international visitors can experience the flagship stores on Rodeo Drive and plan
their visit
Targeting (paid posts) other US cities and countries such as Italy & Brazil with paid posts to raise awareness for Rodeo Drive
Showcasing Rodeo Drive as the celebrity destination with our celebrity spotting posts
Sharing content with a global relevancy
Engaging with a global audience
#4 GLOBAL RELEVANCY
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Celebrating Rodeo Drive and it’s visitors
#5 HIGHLIGHTING KEY MOMENTS
We’re celebrating the many facets of Rodeo
Drive as highlights on our digital channels.
This content is shared with the goal of
bringing people to the street in mind. It
highlights Rodeo Drive as a fashion and
entertainment epicenter and motivates
viewers to take part in the scene.
• Highlight of the week -> We highlight
one visitor every week to increase the
possibility that visitors come to Rodeo
Drive to get featured
• Special events such as BOLD holidays
& summer or The Father’s Day Car show
-> to inspire viewers from all over the
world to be a part in a one of a kind
experience
• Celebrities on Rodeo Drive -> to add
‘Hollywood’ glamor to our content mix
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We are very proud of how streamlined and efficient we work with all relevant RDC stakeholders and RDC members. This helps us in our day-to-day work and it benefits the RDC since we are able to work very autonomous.
Guarantees that we are up to date on all relevant topics Weekly calls with team Lyn Winter to streamline topics and to discuss upcoming projects
Bi-weekly calls with all relevant stakeholders (city of BH, Bourgeois production, Lyn Winter, etc) before events such as BOLD holidays & Father’s Day Car Show
Monthly RDC meetings to discuss current topics
Streamlined and efficient workflows
#6 INTERCONNECTED WORKFLOWS
J. Ben Bourgeois Productions, Inc
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APPROACH FOR
FISCAL YEAR ’22 – ‘23
Website:
Our website design still works great for Rodeo Drive.
The design is modern & sophisticated and the content
is informative, educational and inspiring. However, the template & hosting provider Wordpress that we have
been using for the last 3 years is not ‘state of the art’ anymore. We recommend transferring the current
website to Squarespace with the following benefits:
• Great templates with a lot of customization
possibilities
• Platform that is updating their services constantly
• Less 3rd party provider needed – hosting, URL and
CMS can be done through Squarespace (all-in-one
package)
• Integrated SEO options to make the website more
visible on Google
• Better video integration
• Easier integration of podcast episodes
• Most important: Make website accessible & ADA
compliant with Userway plug-in
Social media:
This year is all about establishing and optimizing what we’ve started. Quality over quantity – We want to focus on the big platforms IG, TikTok, Pinterest and FB, and
create inspiring user experiences that resonate well with our audience. New priority of channels:
• Trends, trends, trends: One of our most important
task is to be on the watch out for trends, to analyze
them and to implement them if they fit to our strategy
• A personal approach is still key - Adding more key
figures and people to our content mix
• Continue working with top performing content
creator on IG & TikTok
• Creating & implementing paid ad strategy with
specific goals such as: activating locals to attend
RDC (member) events, targeting internal travelers
with messages that resonates with them, and more
Expanding & optimizing our existing platforms
OUR APPROACH FOR THIS YEAR
1. 2. 3. 4.
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Social media signs on Rodeo Drive:
Our goal is to create a better connection between Rodeo Drive’s social media channels and the visitors on the actual street. Therefore, we want to proactively inform Rodeo Drive visitors of the possibility to be featured on our social media channels.
Our idea is start a pilot project over the summer months where we install signs on insta-worthy places on Rodeo Drive so that visitors know to tag us in their photos. We’re going to review the outcome after 3 months to see if we see can increase in user-generated content.
Amount of signs: 10 (W12 x H18, 4mm corrugated board, two sided) Amount of backup signs: 20
Total amount of signs: 30
Maintenance plan:
Checking & replacing signs on a monthly basis.
Connecting the real world with social media
OUR APPROACH FOR THIS YEAR
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Tag @rodeodrive and
#onlyonrodeo on your post.
and you may get the chance to
be featured on Rodeo Drive's
social media channels.
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Additional tasks to our first SOW
OUR APPROACH FOR THIS YEAR
Tasks 2019/2020 2021/2022 2022/23
Managing Instagram, Facebook & Pinterest X X X
Managing TikTok X X
Relaunch new website X
Managing website X X X
Sharing brand campaigns & events X X X
We’ve tested the following things this year, now it’s time for final implementation Monthly RD visits to capture content X X
Creating own content (image & video) X X
Working with content creators X X
Instagram Lives & event announcement videos X X
Instragram /Highlight of the week X X
Celebrity spotting on RD X X
Paid advertising instead of paid posts only X
Website: Transfer to Squarespace X
Adding accessibility plug-in to website X
Social media signs on Rodeo Drive X
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Digital & Website Management FY 21/22 FY 22/23
Agency Fee:
Website Updates & Management / Content Curation $33,336 $40,003 Social Media Management / Content Curation $86,664 $103,997 General topics & Maintenance $13,332 $15,998
Total Agency Fee: $133,332 $159,998
3rd Party Costs:
Paid Social Media Advertisement $12,000 $8,000
Purchasing Content & Content Creation $10,000 $10,000
Website Template Updates, Hosting of Website, Apps, Email New: Customization of new Squarespace template & adding ADA compliance $2,000 $5,600 Misc. Expenses $1,000 $1,000
Production of Rodeo Drive signs – $400
Total 3rd Party Costs: $25,000 $25,000
Total Funding Request: $158,332 $184,998*
BUDGET
* First increase of agency fee budget in 3 years.
T H A N K Y O U
Legal Claim: These presented ideas, concepts and ambassadors are intellectual property of the BOLD Marketing & Communication GmbH. They were compiled for your eyes only. They shall not be executed without BOLD or presented to others. Thank you for your understanding and compliance with this policy.
APPENDIX
Engagement Rate (ER)*
Total of likes, comments and saves
divided by the total number of
followers at the time of the post
Average ER on Reach Per Post*
The average of engagements on
reach per post published over the
specified period. Calculated by
taking the total engagements
(likes, comments, saves) divided
by the reach of the posts.
Impressions
The total number of times the media
objects (posts, stories) have been
viewed over the specified period.
Reach
The total number of times your
media objects (posts, stories) have
been uniquely viewed over the
specified period.
GLOSSARY STATISTICS
Instagram
*Source: Iconosquare
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CLUBHOUSE STATISTICS
Amount of articles related to Clubhouse
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12.5k
10k
14,199 articles
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5k
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4,295 articles
5147 articles
4,616 articles
clubhouap4
2.5k
0 773 articles
1,384 articles
1,612 articles
870 articles
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Attachment 2
**Current BOLD logo shown in presentation will be
updated to reflect the new BOLD logo when available.
BH
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RODEO DRIVE
SUMMER
Red-Carpet Experience
J. Ben Bourgeois Productions, Inc.
CONCEPT
• BOLD SUMMER 2022 on Rodeo Drive will be like no other with extended shopping hours, vibrant energy and multiple photo activations to keep even the fussiest of influencers trending.
• Everyone loves movie stars, celebrities, fashion and the classic red-carpet experience. The Rodeo Drive Red-Carpet
Experience delivers these ideas and more. It’s the ultimate immersive photo experience with free public access – humans and pets alike, where everyone is a VIP.
• Rodeo Drive is the ultimate red-carpet. Our concept
strategically positions the photo experiences within the 200, 300 and 400 blocks of Rodeo Drive. The spaced placements maximize the visual impact and expands the guests’
experience.
• Each photo vignette is evocative of Rodeo Drive’s lifestyle and glamour. They create unforgettable moments for all to share generating an extremely vibrant social media presence.
Former Luxe Hotel - Exterior & Interior (300 Block)
J. Ben Bourgeois Productions, Inc.
LOCATIONS
Former Guess Location - Exterior (400 Block)
Two Rodeo - Exterior (200 Block)
• Centrally located within the 200,
300 and 400 blocks of Rodeo
Drive, each experience site offers
incredible curb appeal, high-profile
frontage and heavy pedestrian
traffic.
• Rodeo Drive becomes a pathway
of exploration and discovery for
guests as they journey to each
immersive photo experience.
• Enhanced programmed music
emanates from the center median
of Rodeo Drive elevating the redcarpet experience.
• Additionally, the former Luxe Hotel
offers interior spaces for support,
storage and logistics.
• Flexible Duration – a four-week run is the basis for
this presentation. The duration can be extended as
needed. Operating hours are from 12pm - 7pm
daily.
• Unique to the former Luxe Hotel installation, a
painted red-carpet ushering guests to the interior
photo vignettes.
• A Rodeo Drive host at the former Luxe Hotel
provides general information including the
locations of the other experiences and assists
guests with any questions.
• Photo ambassadors at the former Luxe Hotel are
on-hand to assist with photography and help
support the over-all guest experience - ranging
from taking guest’s photos with their device to
guidance with photo composition. Also, the
ambassadors will maintain guest flow throughout
the experiences.
J. Ben Bourgeois Productions, Inc.
DETAILS
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RED-CARPET
PHOTO EXPERIENCE
CREATIVE CONCEPTS
**Images used are for concept
presentation only. Final image
selections will be dependent on
concept approval.
Former Guess Location
Exterior - 400 Block Vintage Beverly Hills
The vintage black and white
backdrop takes us back to the glitz
and glamour of olden days gone by
in Beverly Hills. The iconic palm
tree lined streets are without a doubt
emblazoned in everyone’s mind as
quintessential Beverly Hills.
** Pedestal dimensions:
24” h x 30” d
Former Luxe Hotel And the Interior - 300 Block
Winner is…
Guests may access
trophy pedestal via
hidden stairs or
simply stand beside
it.
Additionally, guests
will have the option
of changing out the
“Outstanding
Achievement” place
card from a small
selection.
UTSTANDING
HIE VEMENT IN
RCENESS
UTSTANDING
HIE VEMENT IN
FUN
UTSTANDING
HIE VEMENT IN
SITIVITY
UTSTANDING
HIE VEMENT IN
LOVE
0 AC
0 AC
0 AC PO
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FIE
OUTSTANDING
ACHIEVEMENT IN
STYLE
OUTSTANDING
ACHIEVEMENT IN
FASHION
OUTSTANDING
ACHIEVEMENT IN
LAUGHING
OUTSTANDING
ACHIEVEMENT IN
SHOPPING
OUTSTANDING
ACHIE VE ME NT IN
FASHION
Former Luxe Hotel
Interior - 300 Block
Summer Bold 2022 R
ODEO DRIVE
LOVE THE HAT
LOVE THE PURSE
LOVE THE SHOES If You Aren't Sh
opping
on Rodeo Drive, Is It Really Shop
ping?
Summer Bold
Cover Story
Red Carpet
Cover
The text of the
magazine is applied as
vinyl decals on a sheet
of plexiglass as seen in
second photo.
For a nominal fee, the
text can be changed for
specific events or
sponsors.
A simple set consisting
of patterned wallpaper
and red curtains.
Former Luxe Hotel
D Exterior
- 300 Block
oggie VIP Experience
Perhaps outside near
the entrance, a small
photo opp for anyone
that wants to give
their pet the star
treatment.
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Modern Red
-Carpet
You are the celebrity with a large print of modern
paparazzi standing behind a branded wall will give you
the ultimate red-carpet experience. Placement of the
single vignette can be either side street or center street.
Two Rodeo
Exterior - 200 Block
Center Median - Two Panel Banner Sidewalk - Single Banner J. Ben Bourgeois Productions, Inc.
BANNERS
JULY 25 - AUGUST 21
B@LD
SUMMER
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[email protected]
SUMMER
JULY 25 - AUGUST 21
• Flashes from paparazzi and themed
music enhances the feeling of stardom
and celebrity.
• Costumed models posing with guests
elevating the experience and created
imagery.
• The Rodeo Drive Red-Carpet Experience
team will collaborate with fellow
partners from the Beverly Hills Chamber
of Commerce and Beverly Hills
Conference & Visitors Bureau to ensure
all residents and visitors have a
memorable time during BOLD SUMMER
2022.
J. Ben Bourgeois Productions, Inc.
OPTIONAL ENHANCEMENTS
• Sponsorship branding opportunities occur
with the addition of props, branded boxes,
shopping bags and totes tailored to each
photo experience.
J. Ben Bourgeois Productions, Inc.
OPTIONAL ENHANCEMENTS
BUDGET
City of Beverly Hills/Rodeo Drive Committee
RODEO DRIVE - BOLD SUMMER "RED CARPET EXPERIENCE"
ACTIVATION - Monday, July 25, 2022 - Sunday, August 21, 2022 LOCATION: RODEO DRIVE (TBD)
INSTALLATION - TBD
STRIKE - TBD
BUDGET BASED - 4 Weeks/28 Days (12pm-7pm) BUDGET OPTIONS NOTES 1 VENUE INTERIOR SPACE (Materials, Supplies, Equipment & Labor) $3,900.00 2 CLEANING SERVICES & MAINTENANCE (Pre Event, Daily/28 Days, Post Event & Supplies) $20,605.00 Interior Space & Two Exterior Photo spots 3 EXTERIOR DESIGN @ 400 Block & Two Rodeo (Photo Backdrops, Labor, Maintenance & Production) $23,120.00 Based on 2 photo backdrops 4 INTERIOR DESIGN @ 300 Block Space (Photo Set Construction, Lighting, Operational Crew & Labor) $78,240.00 Based on 3 photo staged set ups 5 PRODUCTION MANAGEMENT & EXPENSES (Pre Event Labor, Onsite Labor, Coordination & Insurance) $48,540.00 6 SECURITY (Load in dates, Event Days & Load out Days) $34,044.00 2 Guards Based on 36 Total Days 7 SIGNAGE, GRAPHICS & PRINTING (Street Banners, Directional Signage, Graphics Designer Labor & Fees) $17,980.00 8 TECHNICAL - AUDIO (Median Audio System, Controls, Amplifiers, Installation, Operation & Removal Labor) $66,325.00 Based on 28 days in Center Median 9 MUSIC CURATION (Music Programming for Daily Audio from 3pm-7pm) $4,200.00 10 CITY OF BH
11 PR/MARKETING/PRINT ADS ALL RDC (Lyn Winter, BOLD LA), CVB, Chamber, City of BH
12 $296,954.00
13 14
15 NOTE: Special Events outside of the hours listed above will be at additional costs/labor TBD 16 17 ANCILLARY ENTERTAINMENT OPTIONS $20,720.00 Based on 28 days 18 (1) Host - Costumed Door Greeter $8,400.00 4 hours daily from 12pm-4pm 19 (2) Costumed Faux Paparazzi $12,320.00 4 hours daily from 3pm-7pm 20 PERMITS & SIDEWALK CLOSURE (Engineering, Building & Safety, Sidewalk Closure for Load In/Strike)
GRAND TOTAL - CITY OF BEVERLY HILLS REQUESTED CONTRIBUTION ADDITIONAL OPTIONS J. Ben Bourgeois Productions, Inc.
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