STAFF REPORT
Meeting Date: July 18, 2023
To: Honorable Mayor & City Council
From: Magdalena Davis, Community Outreach Manager
Subject: Recommendation of the Beverly Hills City Council Rodeo Drive / Special Events / Holiday Program Committee Regarding the 2023 Rodeo Drive Holiday Decor Proposal
Attachments: 1. Proposal from the Rodeo Drive Committee Regarding the 2023 Rodeo Drive Holiday Decor Plan
2. Rodeo Drive Holiday Décor & Lighting Celebration
Comparison, 2019-2023
This item provides a recommendation of the Beverly Hills City Council Rodeo Drive / Special Events / Holiday Program Committee, Vice Mayor Friedman and Councilmember Bosse, regarding the Rodeo Drive Committee’s proposed holiday décor, and approval of a Fiscal Year 2023-2024 Purchase Order in a not-to-exceed amount of $485,960 for holiday décor on Rodeo Drive. With approval of the overall theme and design “Up, Up and Away Holiday”, the holiday lighting celebration kickoff event and banner design will return at a later date.
DISCUSSION
Each year the City sponsors a signature holiday program designed to celebrate the season and attract visitors from around the region to shop, dine and stay in Beverly Hills.
On June 20, 2023, the Beverly Hills City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee (Liaisons), Vice Mayor Friedman and Councilmember Bosse reviewed the proposal from the Rodeo Drive Committee (RDC) for the 2023 Holiday Décor elements, themed “Up, Up and Away Holiday”. The Citywide Holiday Decor elements were also reviewed by the Liaisons on April 24, and May 1, 2023.
Separately from this report, the Rodeo Drive Holiday Lighting celebration, tentatively set for Thursday, November 16, 2023, will return in a following meeting, as the décor elements require a longer lead time for custom manufacturing and procurement. Should Council approve of the theme and elements of the décor, the banner design along with the Holiday Lighting celebration proposal will be brought to the Committee prior to full Council.
BEVERLW
HILLS
3. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee Report from June 20, 2023 (Without
Attachments)
INTRODUCTION
Meeting Date: July 18, 2023
Annually, the RDC curates unique decor for Rodeo Drive, proposed to be displayed and lit from November 16, 2023 until January 2, 2024. This year’s Rodeo Drive holiday decor proposal is titled “Up, Up and Away Holiday”, and includes custom hot air balloons that will hover over sweets, gifts, ornaments, and lit marquees of seasonal words “JOY” and “LIGHT”, delivering joy and well wishes of the season. These designed vignettes will be on elevated platform decks in the center median and be complemented by warm white palm tree lighting around the trunks and in the tree canopies, similar to recent years. Tinsel garland will also wrap the street light poles. Hanukkah décor will be incorporated in multiple of the scenes, with a recommendation from the Committee for one per three blocks, along the Rodeo Drive Center median.
Lyn Winter, Inc. (RDC public relations agency) and BOLD LA (RDC social media agency), as well as the Beverly Hills Conference and Visitors Bureau, the Beverly Hills Chamber of Commerce, and the City of Beverly Hills, will be planning and executing a coordinated marketing plan that includes social, digital, and print media for the entire holiday season of décor and special programing. More details on the promotion and noticing of the Holiday Lighting Celebration will be available when the full program is brought back for review.
The proposal from the RDC also includes a request for the City to waive or absorb the required permits for installation, approximately $2,083, as well as the necessary staff time to review and approve the installation and electrical uses. This estimate could change based on the final design and schedule. All installations and lighting testing will take place overnight, to not impact the Rodeo Driver merchants. A full request for any additional waivers for the lighting celebration will be brought back to first the Committee, then Council, with the event program proposal next month.
FISCAL IMPACT
Staff has identified funding in the FY 22/23 Policy & Management budget for the Rodeo Drive holiday decor in the requested amount of $485,960. The total Rodeo Drive holiday budget that includes the celebration event will be brought back at a later time.
The 2023 Rodeo Drive Holiday Decor and Rodeo Drive Holiday Lighting celebration are funded by the Tourism and Marketing budget (00101311). Funding is available to cover the decor funding request by the RDC of $485,960. For reference, the 2022 costs for previous RDC Holiday Décor totaled $449,592. Available funding for other Tourism & Marketing programs including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2023 currently totals $1,545,870, with a remaining $1,059,910 available for the Lighting Celebration event and other holiday programming. A full comparison of the previous RDC Holiday budgets can be found as Attachment 2.
It should be noted that funding for the Rodeo Drive Holiday Decor as well as the Rodeo Drive Holiday Lighting Celebration comes from Transient Occupancy Tax (TOT). The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of TOT. The City collects a total of fourteen percent TOT based on gross room sales from the City’s hotels. Two of the fourteen percent, or one-seventh of the total TOT revenue, has been the basis of calculating the funding for the Tourism and Marketing budget for approximately 25 years.
The TOT revenue budget is $49,500,000 for FY 23/24, with the one-seventh amount at $7,071,428. Staff has allocated this funding for various Council-approved programs, such as the Concours D’Elegance, the Conference and Visitors Bureau work plan, the Rodeo Drive Committee work plan, a portion of the Beverly Hills Chamber of Commerce work plan, intellectual property legal services, and landscaping on Rodeo Drive, leaving a contingency of $1,545,870 for other tourism and marketing events, such as the 2023 Rodeo Drive Holiday Decor and the Rodeo Drive Holiday Lighting celebration.
Meeting Date: July 18, 2023
Description of Program to be Funded from TOT Budget
Allocation
Intellectual Property Legal Services $100,000
Concours D'Elegance in 2024
Approved funding $255,000
Conference & Visitors Bureau
Approved funding for FY 23/24 Work Plan $4,809,410
Rodeo Drive Committee
Approved funding for FY 23/24 Work Plan $210,998
Landscape Funding for Rodeo Drive, separate from Work Plan Estimate as actual may vary $30,000
Portion of Beverly Hills Chamber of Commerce Work Plan
Approved funding for FY 23/24 $120,150
Contingency Funding for other Tourism & Marketing Events including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2023
$1,545,870
Subtotal $7,071,428
The 2022 Rodeo Drive Holiday Décor and Rodeo Drive Holiday Lighting celebration are funded by the Tourism and Marketing budget (00101311). The City of Beverly Hills has an existing contract with J. Ben Bourgeois Productions, Inc. (JBB) for event management services. JBB has been the selected vendor for the 2019, 2020, 2021 and 2022 Rodeo Drive holiday Décor and Rodeo Drive Holiday Lighting celebrations. For reference, Staff has included Attachment 2 to this report which shows a cost comparison to previous Rodeo Drive Holiday Décor budgets from 2019 to current.
RECOMMENDATION
It is recommended that the City Council provide feedback regarding the 2023 Rodeo Drive Décor theme and designs for “Up, Up and Away Holiday” and approval of a Fiscal Year 2023-2024 Purchase Order in a Not-to-Exceed Amount of $$485,960 to J. Ben Bourgeois Productions, Inc. for the Rodeo Drive Holiday Décor on Rodeo Drive. The Holiday Lighting Celebration and banner designs will be brought back to Liaisons, then Council for separate review and approval.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
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The center median Palm Trees are wrapped in
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PALM TREE LIGHTS
J.Ben Bourgeoi
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RODEO DRIVE HOLIDAY DÉCOR & PALM TREE LIGHTING
THEME: "Up, Up and Away Holidays"
DISPLAYED: Thursday, November 16, 2023 - Monday, January 1, 2024 INSTALLATION: November 9 - 13, 2023
REMOVAL: January 2-4, 2024
ESTIMATED
1 CENTER MEDIAN LIGHTING - Palm Trees, Rose Bushes & Scenic Decor Lighting Elements $87,807.00 2 Palm Tree & Rose Bush Lighting, Rain Drop Lights & Scenic Décor Fixture Lighting 3 CENTER MEDIAN HOLIDAY DÉCOR ELEMENTS - Hot Air Balloons, Oversized Props & Packages $304,232.00 4 Design Vignette Platform Decks - Ornaments, Candy, Shopping, Marquee, Labor & Design 5 CENTER MEDIAN PROTECTION ELEMENTS - Securing Hot Air Balloon Design Elements & Props $13,134.00 6 Cables, Corner Anchoring, Cart, Labor & Maintenance
7 $5,274.00
8 CAD Drawing, Power Distro Plan, Operation & Labor (Power Provided by City of BH) 9 PRODUCTION LABOR & EXPENSES - Management $47,670.00
10 Pre Production Labor, Onsite Labor, Communications, Insurance & Production Coordinators 11 SECURITY & TRAFFIC MNGT. - Rodeo Drive $16,614.00
12 Security for Load in and strike, Traffic Control Mngt./Lane Closure Labor & Coordination 13 CREATIVE DESIGN & PRINTING $11,229.00
14 Printing, Graphic Design/Labor Fees and Signage
15 PERMITS - City of Beverly Hills CITY OF BH
16 TCO's, Street Permits, Public Right of Way, etc.
17 $485,960.00
POWER AND ELECTRICAL DISTRIBUTION - Center Median Power Plan GRAND TOTAL - DÉCOR BUDGET
HOLIDAY DECOR ESTIMATED BUDGET
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Attachment 2
Budget Comparison 2019-2023
Rodeo Drive
Holiday Decor
Holiday Lighting
Celebration Event Total
2019 $360,248 $959,789 $1,320,037
2020 $352,702 N/A* $352,702
2021 $397,189 $541,276** $938,465
2022 $449,592 $903,780 $1,353,372
2023 $485,960 TBD*** TBD***
*There was no holiday lighting celebration in 2020 due to COVID. **Significant discounts were offered for a smaller event in 2021 by several vendors and subcontractors as business was just returning.
***2023 Holiday Lighting Celebration event cost will be brought back to Council at a later date. There is currently $1,545,870 available funding, with the décor at its current costs, a remaining $1,059,910 is available for the event and other holiday programming.
6 Attachment 3
CITY OF BEVERLY HILLS
POLICY AND MANAGEMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee
FROM: Magdalena Davis, Community Services Manager
DATE: June 20, 2023
SUBJECT: Proposal from the Rodeo Drive Committee Regarding the 2023 Rodeo Drive Holiday Decor Plan
ATTACHMENT: 1. Proposal for 2023 Rodeo Drive Holiday Decor
INTRODUCTION
This report provides the Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee (Liaisons) of Vice Mayor Friedman and Councilmember Bosse with an overview of the proposed Rodeo Drive holiday décor for the 2023 season, themed “Up, Up and Away Holidays”.
DISCUSSION
Each year the City sponsors a signature holiday program designed to celebrate the season and attract visitors from around the region to shop, dine and stay in Beverly Hills. The Citywide Holiday Decor elements were reviewed by the Liaisons on April 24 and May 1, 2023. This report provides the proposal from the Rodeo Drive Committee (RDC) for the Rodeo Drive holiday décor for the 2023 season.
The Rodeo Drive Holiday Lighting celebration, tentatively set for Thursday, November 16, 2023, will return in a following meeting, as the décor elements require a longer lead time for custom manufacturing and procurement. Should the Liaisons approve of the theme and elements of the décor, the banner design along with the Holiday Lighting celebration proposal will be brought to the Liaisons prior to full Council.
Each year, the RDC curates unique decor for Rodeo Drive, proposed to be displayed and lit from November 16, 2023 until January 2, 2024. This year’s Rodeo Drive holiday decor proposal is titled “Up, Up and Away Holidays”, and includes custom hot air balloons that will hover over sweets, gifts, ornaments, and lit marquees, delivering joy and well wishes of the season. These designed vignettes will be on elevated platform decks in the center median, and be complemented by warm white palm tree lighting around the trunks and in the tree canopies, similar to recent years. Tinsel garland will also wrap the street light poles. Hanukkah décor will be incorporated in multiple of the scenes along the Rodeo Drive Center median.
Lyn Winter, Inc. (RDC public relations agency) and BOLD LA (RDC Social Media Agency), as well as the Beverly Hills Conference and Visitors Bureau, the Beverly Hills Chamber of 2 of 2
Commerce, and the City of Beverly Hills, will be planning and executing a coordinated marketing plan that includes social, digital, and print media for the entire holiday season of décor and special programing. More details on the promotion and noticing of the Holiday Lighting Celebration will be available when the full program is brought back to Liaisons for review.
The proposal from the RDC also includes a request for the City to waive or absorb the required permits for installation, as well as the necessary staff time to review and approve the installation and electrical uses. All installations and lighting testing will take place overnight, to not impact the Rodeo Driver merchants. A full request for any additional waivers for the lighting celebration will be brought back to the Liaisons with the event program proposal.
FISCAL IMPACT
Staff has identified funding in the FY 22/23 Policy & Management budget for the Rodeo Drive holiday decor in the requested amount of $485,960. The total Rodeo Drive holiday budget that includes the celebration event will be brought back at a later time.
The 2023 Rodeo Drive Holiday Decor and Rodeo Drive Holiday Lighting celebration are funded by the Tourism and Marketing budget (00101311). Funding is available to cover the decor funding request by the RDC of $485,960. For reference, the 2022 costs for previous RDC Holiday Décor totaled $449,592. Available funding for other Tourism & Marketing programs including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2023 currently totals $1,331,585, with a remaining $845,625 available for the Lighting Celebration event. A full comparison of the previous RDC Holiday budgets will be available during the Liaison meeting.
It should be noted that funding for the Rodeo Drive Holiday Decor as well as the Rodeo Drive Holiday Lighting Celebration comes from Transient Occupancy Tax (TOT). The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of TOT. The City collects a total of fourteen percent TOT based on gross room sales from the City’s hotels. Two of the fourteen percent, or one-seventh of the total TOT revenue, has been the basis of calculating the funding for the Tourism and Marketing budget for approximately 25 years.
The Finance Department is currently forecasting a TOT revenue of $48,000,000 for FY 23/24 (this was as of the March 7, 2023 Mid-Year presentation to the City Council and is subject to change).
Using the $48,000,000 estimate for TOT, the one-seventh amount would be $6,857,143. Staff has allocated this funding for various Council-approved programs, such as the Concours D’Elegance, the Conference and Visitors Bureau work plan, the Rodeo Drive Committee work plan, a portion of the Beverly Hills Chamber of Commerce work plan, intellectual property legal services, landscaping on Rodeo Drive, the Rodeo Drive Holiday Decor and the Rodeo Drive Holiday Lighting celebration.
RECOMMENDATION
Staff requests the City Council Liaisons review and provide feedback regarding the 2023 Rodeo Drive Holiday Décor, “Up, Up and Away Holidays”, as described further in Attachment 1 to this report.