STAFF REPORT
Meeting Date: May 2, 2023
To: Honorable Mayor & City Council
From: Laura Biery, Marketing and Economic Sustainability Manager Subject: Recommendation of the Beverly Hills City Council Rodeo Drive/ Special Events/ Holiday Program Liaison Committee Regarding the 2023 Rodeo Drive Concours d'Elegance Including All
Applicable Street Closures; and
Approval of a Fiscal Year 2022-2023 Purchase Order for J. Ben Bourgeois Productions, Inc. in an Amount Not to Exceed
$254,540 for the 2023 Rodeo Drive Concours d'Elegance
Attachment: 1. Proposal for the 2023 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 2023 Rodeo Drive Concours d'Elegance as well as the applicable street closures starting on Saturday, June 17 at 9pm through Sunday, June 18 at 10pm. Additionally, this item seeks City Council approval of a Fiscal Year 2022-2023 Purchase Order for the 2023 Rodeo Drive Concours d'Elegance Father's Day Event in an amount not to exceed $254,540 to J. Ben Bourgeois Productions, Inc.
DISCUSSION
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. In 2022 both a car rally and stationary car show was held as the transition year out of COVID. For 2023, the Concours event will return to solely a stationary car show along the famed Rodeo Drive. The event has drawn crowds as high as 46,000 attendees over the course of the entire day to Beverly Hills and Rodeo Drive in particular.
The 2023 Concours event is scheduled for Sunday, June 18th from 10am-4pm on Rodeo Drive. It should be noted this is 1 hour longer than past years that usually ran from 11am-4pm. The expanded time is in response to the anticipated growing crowd size and the number of attendees that arrive early already.
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Meeting Date: May 2, 2023
The 2023 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 with the City of Beverly Hills 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. And with the unique timing of the U.S. Open Golf Tournament that same weekend at the LA Country Club just on the border of Beverly Hills, it will be a very popular weekend in the City of Beverly Hills for restaurants, shops, and hotels.
This year, Beverly Hills luxury auto dealership O’Gara Coach will 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 2023 Concours event will require the following street closures as detailed below:
Street Closure Start Time End Time
Rodeo Drive (From Wilshire Blvd. to S.
Santa Monica Blvd.)
Saturday, June 17th
9:00PM
Sunday, June 18th
10:00PM
Dayton Way (From Rodeo Drive to the
alleyways on either side)
Saturday, June 17th
9:00PM
Sunday, June 18th
10:00PM
Brighton Way (From Rodeo Drive to the
alleyways on either side)
Saturday, June 17th
9:00PM
Sunday, June 18th
10:00PM
Funding Request:
The 2023 Concours event funding will include a combination of sponsorship funds, exhibitor booth fees, City funding and fee waivers. The total proposed budget for the event is $524,052. More details on the budget and presentation 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. In 2022, the final event closeout included $14,512 in funding that may be used to rollover to 2023. This rollover is savings that occurred due to reduced permitting costs for the 2022 event and are actual dollars being held by the event production team from sponsorship revenue in 2022. At the April 24, 2023 Liaison Meeting the Liaisons recommended that the $14,512 be used to offset costs for the 2023 Concours event.
Fee Waivers
In 2022, the street closure fee was waived for the street closures on Rodeo Drive, Dayton Way, and Brighton Way. For 2023, the street closure fee is again requested to be waived. The total actual fee waiver amount will be determined based on the approved layout by the Beverly Hills Police Department for the footprint of the event however at this time the fee waiver is estimated to be $18,701.
City Funding
For the 2023 Concours event, the requested City funding contribution is $254,540.
Additionally, sponsorship revenue in 2023 is projected to be $250,000 and exhibitor fee revenue is projected at $5,000. This is a $12,665 increase in CITY funding requested Meeting Date: May 2, 2023
compared to 2022 and a $35,000 increase in sponsorship dollar revenue compared to 2022 actuals.
The chart below shows the comparison:
2022
Budget
2022
Actual
2023
Budget
Estimate
Increase/(Decrease)
From 2022 Actual to
2023 Budget
Estimate
Total Program
Costs
$423,970 $439,350 $524,052 $84,702
Plus Street Pole
Banner Funding
– CITY
$13,500 $12,905 Included in Base
Funding This
Year
($12,905)
Less
Sponsorship
Revenue
($190,000) ($215,000) ($250,000) $35,000
Less Exhibitor
Fee Revenue
($25,000) ($5,000) ($5,000) $0
Comparing Year
to Year Ask to
CITY
$228,970 $241,875
(with
Banners
Included)
$254,540 (with
Banners
Included)
($12,665)
According to the event organizers, the increased base funding request is due to several factors including but not limited to the following:
Increased labor costs in all areas of the budget
Increased rental costs for k-rails, traffic control equipment, portable restrooms Increased costs from subcontractor for PR and Automotive Marketing Including the street pole banners into the overall base funding request rather than having them paid for out of a separate contract
Street Pole Banners
For 2022, 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 2023, the organizers are requesting the City expand further to also include a portion of Wilshire Blvd near the Waldorf Astoria and the LA Country Club to take advantage of the high traffic volumes around that area for the U.S. Open. The cost for installation and fabrication of the street pole banners was paid out of a separate City contract with the banner vendor in 2022. For 2023, those costs have been included in the overall budget for the Concours event to consolidate all costs for the event together in one budget.
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 may be covered with funding in the existing Policy and Management Communications Budget.
Additionally, the below chart shows the detail breakdown of the 2023 Concours event budget that is also included in Attachment 1 to the report.
Meeting Date: May 2, 2023
FISCAL IMPACT
For the 2023 Concours event, organizers are requesting $254,540 from the City in base funding. Funding for this request is available in the City Council approved Fiscal Year 2022-23 (FY 22-23) Policy & Management Department Tourism and Marketing budget (00101311).
An additional $250,000 is proposed to be raised in sponsorships and an additional $5,000 to be raised in exhibitor booth fees by the event organizers and production team.
Furthermore, a budget rollover in unused funds from the 2022 event of $14,512 is proposed to be applied to the 2023 Concours event. This rollover is savings that occurred due to reduced permitting costs for the 2022 event and are actual dollars being held by the event production team from sponsorship revenue in 2022. 2023 Budget Org Code
Total Estimated Budget $524,052
Sponsorship Funding $250,000 N/A
Exhibitor Fees $5,000 N/A
Budget Rollover from 2022 Event ($14,512) N/A
City Funding Request from the
Tourism and Marketing Budget
$254,540 Tourism & Marketing –
00101311
City Fee Waivers
City Street Closure Fee Waiver Request TBD* TBD
City Paid Costs for Advertising from the
Communications and Marketing Budgets
City Funded Ads in Local Newspapers and
“walking man” door to door of notifications
TBD Communications –
48008302
* The total actual fee waiver amount will be determined based on approved layout by BHPD for the footprint of the event however the current estimate is $18,701 and is subject to change.
Rodeo Drive Concours d'Elegance - Beverly Hills Father's Day Car Show 2023-Budget Estimate K-Rails, Traffic Control Plan and Infrastructure Design Fees $45,720.0¢ Street Pole Banners, Graphics, Directional Signage and Printed Materials $24,413.06 Event Rentals, Platform Deck, Press Walls, Portable Restrooms and Furnishings $72,756.0¢ Video Monitors, IMA6 Camera Package, Technical Production, Video Equipment &Labor $63,900.06 ull Street Audio Package, Technical Direction, Audio Equipment, Mixers &Labor $58,153.00 Insurance, City Street Closure/Permit Fees, Labor and Additional Costs $64,800.00 ecurity (Set Watch, Overnight and Event) provided by 3rd Party Agency $13,800.00 Awards, Branded Collateral & Miscellaneous Equipment Needs $35,220.00 Production Management - Stage Manager, Sponsorship Coordination, Vehicle Manager $49,440.0¢ Automotive Marketing, Public Relations Team, Creative Services & Design $66,150.06 DI, Event Staffing & Cleaning Crew $29,700.0¢
TOTAL ESTIMATED BUDGET $524,052.00
sponsorships (Pending) <$250,000
Exhibitor Fees (Pending) <$5,000
redit/Remaining Funds - 2022 Concours d'Elegance <$14,512 itv of Beverly Hills - Requested Contribution $254,540.0¢ Notes:
Charitable Contribution totals to be determined post event, paid by sponsor dollars Beverly Hills Police Officers Association and Firefighters Association) 2022 Street Pole Banners funded by City AAA Contract separate from budget-Included w/2023 Budget Branded Collateral w/Logo (Polo Shirts, Tote Bags, & Exhibitor Gifts) - Included w/2023 Budget Meeting Date: May 2, 2023
RECOMMENDATION
Staff requests the City Council review and approve the 2023 Rodeo Drive Concours d’Elegance associated budget, street closure and fee waiver requests, selected street pole banner design, and approve a Fiscal Year 2022-2023 Purchase Order for J. Ben Bourgeois Productions, Inc. in an Amount Not to Exceed $254,540 for the 2023 Rodeo Drive Concours d'Elegance.
Keith Sterling
Deputy 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
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RODEO DRIVE CONCOURS D
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BEVERLY HILLS FATHER'S DAY CAR SHOW I SUNDAY JUNE 18, 2023 J. Ben Bourgeois Productions, Inc. 2
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Official count by the City of Beverly Hills (average annual attendance) One of the country's largest & most affluent car shows and single-day events J. Ben Bourgeois Productions, Inc. 3
The Rodeo Drive Concours d'Elegance
:her's Day Car Shov 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 1993.
Founded by Bruce Meyer, the event annually
draws 46,000 spectators in person and the eyes
of the world online, 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, the Checkered Flag 200
and a number of very well-known corporate and
local sponsors. All 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. 4
2023 PROPOSED
EVENT DETAILS:
FATHER'S DAY
SUNDAY, JUNE 18, 2023
• Rodeo Drive will be a combination of traditional staged cars" in place joined by supporting sponsor partners of the event • Awards in various categories for top car entries
• The Beverly Hills Chamber of Commerce and The Beverly HIiis Conference & Visitors Bureau will make local eateries the focus for attendees to eat and drink
• There will be select specialty food trucks, smaller pop-ups serving water. ice cream etc.
• Music provided throughout the day by DJ Z a crowd favorite • Special presentation to the Beverly Hills Police Officers Association and Beverly Hills Firefighters Association
• The Historic and Vintage Beverly Hills Fire Truck on display for all to see
J. Ben Bourgeois Productions, Inc.
5 Center Median Sidewalk
Street Pole Banner Design *Note: Design detail still being refined but concept shown for approval.
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2022 co
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 on line, in print. and on television - increasing exposure for your brand beyond just the day of the event. In 2022, major Los Angeles-area television stations shared on-air coverage in 42 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 Southern California, all eyes are on Rodeo Drive and the City of Beverly Hills' @CBS Los Angeles
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8 • 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/rodeo-driveconcours-d-elegance-13687 • 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.
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• Chamber will promote the event on their social media channels:
Instagram, Facebook, Twitter.
• Chamber will promote the event on NowBeverlyHills channels:
Instagram, Facebook and Twitter.
• 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. • Chamber 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 and will also provide a QR code with a listing of Beverly Hills restaurants open that day.
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Estimated Budget
Rodeo Drive Concours d'Elegance - Beverly Hills Father's Day Car Show 2023 - Budget Estimate K-Rails, Traffic Control Plan and Infrastructure Design Fees $45,720.00 *Street Pole Banners, Graphics, Directional Signage and Printed Materials $24,413.00 Event Rentals, Platform Deck, Press Walls, Portable Restrooms and Furnishings $72,756.00 Video Monitors, IMAG Camera Package, Technical Production, Video Equipment & Labor $63,900.00 Full Street Audio Package, Technical Direction, Audio Equipment, Mixers & Labor $58,153.00 Insurance, City Street Closure/Permit Fees, Labor and Additional Costs $64,800.00 Security (Set Watch, Overnight and Event) provided by 3rd Party Agency $13,800.00 *Awards, Branded Collateral & Miscellaneous Equipment Needs $35,220.00 Production Management - Stage Manager, Sponsorship Coordination, Vehicle Manager $49,440.00 Automotive Marketing, Public Relations Team, Creative Services & Design $66,150.00 DJ, Event Staffing & Cleaning Crew $29,700.00
TOTAL ESTIMATED BUDGET $524,052.00
Sponsorships (Pending) <$250,000>
Exhibitor Fees (Pending) <$5,000>
Credit/Remaining Funds - 2022 Concours d'Elegance <$14,512> City of Beverly Hills - Requested Contribution $254,540.00 Notes:
Charitable Contribution totals to be determined post event, paid by sponsor dollars (Beverly Hills Police Officers Association and Firefighters Association) *2022 Street Pole Banners funded by City AAA Contract separate from budget-Included w/2023 Budget *Branded Collateral w/Logo (Polo Shirts, Tote Bags, & Exhibitor Gifts) - Included w/2023 Budget J. Ben Bourgeois Productions, Inc.
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