AGENDA REPORT
Meeting Date: June 14, 2022
Item Number:
To: Honorable Mayor & City Council
From: Laura Biery, Marketing and Economic Sustainability Manager Magdalena Davis, Special Event and Filming Coordinator
Subject: APPROVAL OF THE USE OF THE BEVERLY HILLS SHIELD BY THE
BEVERLY HILLS HISTORICAL SOCIETY FOR A TEMPORARY
WINDOW DISPLAY; AND WAIVER OF A SPECIAL EVENT PERMIT
FEE FOR THE WINDOW DISPLAY
Attachment: 1. Proposal from the Beverly Hills Historical Society
RECOMMENDATION
Staff recommends the City Council discuss the recommendation of the Beverly Hills City Council Liaison / Branding and Licensing Committee (Councilmember Friedman and Councilmember Mirisch) regarding the use of the Beverly Hills Shield by the Beverly Hills Historical Society for a temporary window display and the waiver of a special event permit fee for the window display.
INTRODUCTION
On June 10, 2022, the City Council Liaison / Branding and Licensing Committee (Liaison Committee), reviewed the Beverly Hills Historical Society (Historical Society) request to use the Beverly Hills Shield for a temporary window display as well as the waiver of a special event permit fee for the window display. The Liaison Committee recommended approval of the use of the Beverly Hills Shield for the temporary window display along with the waiver of the special event permit fee for the installation specific to Sunday, June 19, 2022 at 332 N. Rodeo Drive. The Liaison Committee also provided approval for an extension of the waiver of the special event permit fee if the landlord for the location at 332 N. Rodeo Drive grants an extension to the Historical Society beyond the single day use for the temporary window display. This item seeks City Council approval of the recommendation from the Liaison Committee.
DISCUSSION
The Historical Society was founded in 1984 as a non-profit organization dedicated to preserving all things pertinent to the history of the City of Beverly Hills. Volunteer
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Meeting Date: June 14, 2022
members of the Society have gathered photographs, documents, correspondence, newspaper clippings, scrapbooks, audio and video recordings, books, trophies, and other historical memorabilia dating back to the City’s development in the early 1900s.
In 2021, the Historical Society launched a free mobile app which includes interactive augmented reality features, two self-guided walking tours, several videos and biographies as well as fun facts and trivia about Beverly Hills. The mobile app is free to download and available for both iOs and Android devices.
The Historical Society is proposing to use the City shield as part of a temporary window display (Attachment 1) at Anderton Court located in a currently vacant space at 332 N.
Rodeo Drive for one day on Sunday, June 19, 2022. The Historical Society has received permission from the landlord of the building to install the temporary window display in the vacant space windows.
It should be noted during the Liaison Committee meeting on June 10, 2022 representatives from the Rodeo Drive Committee attended and provided feedback regarding the proposed design. As such, the Historical Society agreed to modify the design to remove the trademarked Rodeo Drive logo and replace it with an alternative.
The Historical Society would like to receive approval to use the Beverly Hills Shield and install the window display at 332 N. Rodeo Drive in time for the Rodeo Drive Concours d’Elegance Father’s Day Car Show to be held on Sunday, June 19, 2022.
The temporary window display is not part of the Architectural Commission review process as this is not signage pertaining to the business or construction at this location.
The temporary window display instead would require a Special Event permit in order to be permitted. Special Event permits are valid for 30 days (and may be administratively approved for subsequent 30 day extensions). The Special Event permit fee cost beginning June 19, 2022 for 30 days would be $967. On July 1, 2022 the new fee schedule will go into effect resulting in any subsequent 30 day time periods thereafter to be charged at the new $1,025 fee rate. The Historical Society is requesting the City Council to waive the Special Event permit fee for this temporary window display, if approved, and if necessary to waive any fees for subsequent permit extensions.
FISCAL IMPACT
The temporary window display will require a Special Event permit in order to be installed.
If the Special Event permit fee is waived, the fiscal impact would be $967 for the first 30 days, and $1,025 for any subsequent 30 day time period thereafter of waivers if extended. It should be noted that effective July 1, 2022 the new fee schedule will be in effect as such any subsequent Special Event permit fee waivers will be at the higher $1,025 level.
There is no direct fiscal impact regarding use of the City shield in the window display as the Historical Society is not using the shield on any retail merchandise and the mobile app being promoted is free to download.
Nancy Hunt Coffey,
Assistant City Manager
Approved By
Attachment 1