STAFF REPORT
Meeting Date: March 11, 2024
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 Liaison Committee Regarding the 2024 Rodeo Drive Concours d'Elegance Father's Day Car Show, Including All Applicable Street Closures; and Approval of a Fiscal Year 2023-2024 Purchase Order for J. Ben Bourgeois Productions, Inc. in an Amount Not to Exceed $298,450 for the 2024 Rodeo Drive Concours d'Elegance Father's Day Car Show Attachments: 1. Rodeo Drive Concours d’Elegance Father’s Day Car Show Presentation
2. Year Over Year Concours Cost Comparison
3. City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee Report from February 29, 2024 (without attachments)
INTRODUCTION
This report provides the recommendation of the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Vice Mayor Friedman and Councilmember Bosse (Liaisons) on the request for funding and street closures for the Rodeo Drive Concours d’Elegance Father’s Day Car Show to be held on Sunday, June 16, 2024. Council is requested to review and approve event elements, banner conceptual designs, funding, and street closure requests, as well as a purchase order for J. Ben Bourgeois Productions, Inc., in an amount not to exceed $298,450.
DISCUSSION
The Rodeo Drive Concours d’Elegance Father’s Day Car Show (Concours) has become a legacy program held in the City of Beverly Hills since its creation in 1993, with the Rodeo Drive Committee and Bruce Meyers heading up the event. 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, and for 2023, the Concours event returned with solely a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 44,000 guests. It should be noted that the US Open golf tournament was also taking place on the same day at the adjacent Los Angeles Country Club.
On February 29, 2024, the Liaisons heard this item and gave their recommendation to support the event. The 2024 Concours event is scheduled for Sunday, June 16, 2024,
BEVERLV
HILLS
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Meeting Date: March 11, 2024
from 10am-4pm on Rodeo Drive. Last year’s decision to begin the event 1 hour earlier was a success, as the expanded time helped accommodate the crowd size and the number of attendees that arrived early. Liaisons in particular recommended the earlier start time, as well as continuing the safe and successful event elements.
The Rodeo Drive Committee (RDC) and J. Ben Bourgeois Productions, Inc. (JBB), along with Bruce Meyer and the Kahn Media team have developed a full proposal with event elements, conceptual banners designs, street closure and funding requests for feedback (Attachment 1). Additional successful elements proposed to be continued at this year’s event include:
• Staged vehicle displays of classic, unique & rare cars from exhibitor entrants, including the historic vintage Beverly Hills Fire Truck • Sponsor partner booth displays from various brands
• Awards show with prizes in various categories for top car entries, presented on the midblock stage and shown down the block on screens
• Music provided throughout the day by DJ Z
• A local restaurant guide, created by the Chamber of Commerce and promoted by the Conference & Visitors Bureau for attendees to patronize • Variety of smaller food pop-ups serving specialty items, coffee, ice cream, water, etc.
• Special donation presentation to the Beverly Hills Police Officers Association, and Beverly Hills Firefighters Association (amounts to be determined) • Large media presence anticipated
City Partnership Marketing
The 2024 Concours event will also continue to build upon 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 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.
Banners & Notifications
The City, along with the partners above, will also ensure local residents are aware of the event taking place, with street pole banners placed along Rodeo, Beverly, Crescent and Canon Drives, as well as on Wilshire Boulevard. Liaisons recommended continuing the branding from last year with an updated maroon color scheme (Attachment 1).
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 will be covered with funding in the existing Policy and Management Communications Budget.
Additional notifications through the City’s social media channels, Nixle, and website will alert the public to street closures for the event.
Street Closure Request
The 2024 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 15
9:00PM
Sunday, June 16
11:00PM
Dayton Way (from Rodeo Drive
to the alleyways east & west)
Saturday, June 15
9:00PM
Sunday, June 16
11:00PM
Brighton Way (from Rodeo Drive
to the alleyways east & west)
Saturday, June 15
9:00PM
Sunday, June 16
11:00PM
Meeting Date: March 11, 2024
Access to the City’s Brighton Way garage and Two Rodeo’s garage will be maintained with traffic control, and the event organizers will work with the Rodeo Collection to provide their patrons with alternate parking and rideshare drop off locations, since their garage access will be closed.
Funding Request
The 2024 Concours event funding, as in previous years, includes a combination of sponsorship funds, exhibitor fees, and a request for City funding and fee waivers. A detailed budget can be found in Attachment 1. In previous years, if sponsorship dollars were raised in excess of projection targets, any excess sponsorship was provided to the City to reduce the overall contribution to event costs, as occurred last year. This year, there is no rollover, however the RDC and JBB have raised their sponsorship goals from $250,000 last year, to $310,000 this year to ensure that all costs are met and a potential overage could occur to assist with savings.
Fee Waiver
In previous years, the street closure fee that is typically collected with other permit and labor fees, was waived for the street closures on Rodeo Drive, Dayton Way, and Brighton Way. This year, the street closure fee is again requested to be waived. The total fee waiver will be determined based on the approved layout by City staff, including BHPD, for the footprint of the event.
City Funding
For the 2024 Concours event, the requested City funding contribution is $298,450.
Additionally, the sponsorship revenue for 2024 is projected to increase to $310,000, with the exhibitor fees maintained at $5,500.
For the 2023 Concours event, the requested City funding contribution was $254,540.
Additionally, sponsorship revenue raised in 2023 was $282,500; a full summary is listed below.
The chart below shows a comparison from the previous years of 2022 and 2023. It should be noted that prior years to that were not included, as the Tour d’Elegance was a modified event for 2021, and the event did not take place in 2020:
Funding Request 2022 2023 2024
City Base Funding
Request
$228,970 $254,540 $298,450
Street Pole Banners
(City)
$13,500 Included in city
base funding
request
Included in city
base funding
request
YOY Total City Funding $242,470 $254,540 $298,450
Overage from previous
year
N/A $14,512 N/A
Sponsorships $170,000 $282,500 $310,000
Exhibitor Fees $25,000 $6,148 $5,500
Total Budget $437,470 $557,700 $613,950
According to the event organizers, the increased base funding request is due to several factors including but not limited to the following:
• Increased costs for labor in all budget categories
• 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 Meeting Date: March 11, 2024
Should the amount of sponsorships raised exceed the goal of $310,000, the funds would be used to offset the City contribution costs, or if they came in after the event, would be used as an overage for the following year, as in year’s past, demonstrated in the table above.
FISCAL IMPACT
For the 2024 Concours event, organizers are requesting $298,450 from the City in base funding. Funding for this request is available in the City Council approved Fiscal Year 2023-24 (FY 23-24) Policy & Management Department Tourism and Marketing budget (00101311). An additional $310,000 is proposed to be raised in sponsorships and an additional $5,500 to be raised in exhibitor booth fees by the event organizers and production team. Additional costs taken on by the City are for notifications through newspaper advertisements. Funding for this request is available in the City Council approved Fiscal Year 2023-24 (FY 23-24) Policy & Management Department Communications budget (48008302). Council is requested to approve the costs from both budgets above. And, the Council are requested to approve the street closure fee waiver.
RECOMMENDATION
Staff recommends that the Council approve the event elements, street closures, banner design, and funding requests, as well as a purchase order for J. Ben Bourgeois Productions, Inc., in an amount not to exceed $298,450.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
RODEO DRIVE CONCOURS D'ELEGANCE
BEVERLY HILLS FATHER'S DAY CAR SHOW | SUNDAY, JUNE 16, 2024 One of the country's largest & most affluent car shows and single-day events 44,000+ IN ATTENDANCE
Official 2023 count by the City of Beverly Hills
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The Rodeo Drive Concours d 'Elegance in
Beverly Hills, an annual Father’s Day tradition
over the past 30 years, will return to Rodeo Drive
on Sunday, June 16, 2024. There will be plenty to
do and see for everyone as Beverly Hills rolls out
the red carpet for one of its largest annual
events.
THE 2024
RODEO DRIVE
CONCOURS
D'ELEGANCE
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 1993.
Founded by Bruce Meyer, the event annually has
drawn up to 44,000 spectators in person and the
eyes of the world online, on television and in
print.
• The event has always been about charity and
giving back to the community.
• Beverly Hills Police Officers Association &
Firefighters Association to receive donations.
• Proud support from the Petersen Automotive
Museum and the Checkered Flag 200.
• Several very well-known corporate and local
sponsors will participate.
• The luxurious setting of the show, makes the
Rodeo Drive Concours d 'Elegance one of the
most respected and publicized automotive
family events in the world.
30 YEARS
OF FAMILY
TRADITION
The multi generational family-oriented event
offers people of all interests exceptional
shopping, fine dining and exotic automobiles.
Its location is key, resting on one of the most
famous streets in the world, surrounded by the
automotive industry's biggest personalities and
multi-million-dollar collector automobiles.
The Rodeo Drive Concours d 'Elegance is
important, because it’s:
• A respected voice in the automotive
community.
• One of the world's largest car shows.
• Named in Travel Guides as a must-attend
event.
• Synonymous with Father's Day in the car
world.
• A beloved and treasured tradition for the
WHY IT'S Local Community!
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“THE RODEO DRIVE CONCOURS
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2024 PROPOSED
EVENT DETAILS:
FATHER'S DAY
SUNDAY, JUNE 16, 2024
10:00AM – 4:00PM
• Rodeo Drive will host a combination of selected “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 Hills Conference & Visitors Bureau will make local eateries the focus for attendees to eat and drink
• There will be a variety of 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
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It’s not unusual to see one-off cars, North
American debuts and celebrity
appearances at the Rodeo Drive Concours
d 'Elegance. The glamour of the
environment is not lost on the crowds
either, many attend not just for the cars,
but also the celebration surrounding them.
The Rodeo Drive Concours d 'Elegance
captures all the glitz and glamour of Rodeo
Drive combined with a car show's down-toearth nature.
HIGHLIGHTS
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2023 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 months of coverage online, in print, and on television – increasing exposure for Rodeo Drive and the city beyond just the day of the event. In 2023, major Los Angeles-area television and radio stations shared on-air coverage in 43 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! Provided by event partner Kahn Media
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• 9AM: 'Church in the Park', Juneteeth-Father's
Day Celebration, Long Beach
• 10AM: Rodeo Drive Concours d'Elegance,
Beverly HIiis
10AM: Father's Day Remembrance Service,
Hillside Memorial Park
• 5PM: Free Father's Day Concert, Macarthur Park
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The Rodeo Drive Concours dElegance grew out of a simple car show that used to be held at Beverly Hills High. In 1992 then-Ferrani CEO Luca Di Montezemolo came along and asked Beverly Hills car collector extraordinaire Bruce Meyer if he could do something special for its introduction of the 348 Spyder. So Meyer made some calls, called in some favors and voila, the Rodeo Drive Hosts The World's Coolest
Cars On America's Most Expensive Street
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The 28th Annual Concours on Rodeo makes Dads happy every year. 06 Collector's Item
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People ws ENTERTAINMENT ROYALS LIFESTYLE STYLEWATCH SHOPPING
MEDIA COVERAGE
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FATHER'S DAY
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Street Closure Overview - Request & Details
Beverly Dr. Beverly Dr.
Event Street Closure Request Dates & Times:
Saturday, June 15 @ 9:00pm - Sunday, June 16 @ 11:00pm
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J. Ben Bourgeois Productions, Inc.
717 N. Cahuenga Blvd. Suite B2
Los Angeles, CA 90038
323-960-0600
Rodeo Base Drawing
Printed : 02/16/24
City Partnership
• CVB will promote the event on their social media channels: Instagram, Facebook, LinkedIn, Pinterest, TikTok and X (220,000 total followers) • CVB will create an event page where social media content will link to for more detailed information: https://lovebeverlyhills.com/events
o CVB event page will link to RDC event page at https://www.rodeodrive-bh.com/ • CVB will create a Concours d ’Elegance website homepage “slider” (image carousel) which will link to their event page
• CVB will feature the event in their May and June eNewsletters for Visitors, Partners, Media and Trade (distribution size of 33,000 active email subscribers) • CVB will complete and publish an article of special Father’s Day festivities and events throughout the city at our hotels, restaurants, spas, attractions and more. The article will be promoted in all our marketing channels, including social media, approximately 10 days to two weeks out from the Concours d ’Elegance, pending information availability. • • •
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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.
BEVERLW
HILLS
6 CHAMBER
---ef----
COMMERCE
Event Budget Overview – Requested Funds
Attachment 2
Concours YOY Cost Comparison
Funding Request 2022 2023 2024
City Base
Funding Request
$228,970 $254,540 $298,450
Street Pole
Banners (City)
$13,500 Included in City
base funding
Included in City
base funding
YOY Total City
Funding
$242,470 $254,540 $298,450
Overage from
Previous Year
N/A $14,512 N/A
Sponsorships $170,000 $282,500 $310,000
Exhibitor Fees $25,000 $6,148 $5,500
Total Budget $437,470 $557,700 $613,950
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 Outreach Manager
DATE: February 29, 2024
SUBJECT: Request for Funding and Street Closures for the 2024 Rodeo Drive Concours d’Elegance Father’s Day Car Show on Sunday, June 16, 2024 ATTACHMENT: 1. Proposal Deck for the 2024 Rodeo Drive Concours d’Elegance
INTRODUCTION
This report provides the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Vice Mayor Friedman and Councilmember Bosse (Liaisons) with the request for funding and street closures for the Rodeo Drive Concours d’Elegance Father’s Day Car Show to be held on Sunday, June 16, 2024. The Liaisons are requested to review event elements, banner conceptual designs, funding and street closure requests. If approved, the item will be heard by the full City Council at the March 11, 2024, City Council Study Session.
DISCUSSION
The Rodeo Drive Concours d’Elegance Father’s Day Car Show (Concours) has become a legacy program held in the City of Beverly Hills since its creation in 1993, with the Rodeo Drive Committee and Bruce Meyers heading up the event. 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, and for 2023, the Concours event returned with solely a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 44,000 guests. It should be noted that the finals of the US Open golf tournament was also taking place on the same day at the adjacent Los Angeles Country Club.
The 2024 Concours event is scheduled for Sunday, June 16, 2024, from 10am-4pm on Rodeo Drive. Last year’s decision to begin the event 1 hour earlier was a success, as the expanded time helped accommodate the crowd size and the number of attendees that arrived early.
The Rodeo Drive Committee (RDC) and J. Ben Bourgeois Productions, Inc. (JBB), along with Bruce Meyer and the Kahn Media team have developed a full proposal with event elements, conceptual banners designs, street closure and funding requests for feedback (Attachment 1).
Additional successful elements proposed to be continued at this year’s event include:
• Staged vehicle displays of classic, unique & rare cars from exhibitor entrants, including the historic vintage Beverly Hills Fire Truck
• Sponsor partner booth displays from various brands
• Awards show with prizes in various categories for top car entries, presented on the midblock stage and shown down the block on screens
2 of 4
• Music provided throughout the day by DJ Z
• A local restaurant guide, created by the Chamber of Commerce and promoted by the Conference & Visitors Bureau for attendees to patronize • Variety of smaller food pop-ups serving specialty items, coffee, ice cream, water, etc. • Special donation presentation to the Beverly Hills Police Officers Association, and Beverly Hills Firefighters Association (amounts to be determined) • Large media presence anticipated
City Partnership Marketing
The 2024 Concours event will also continue to build upon 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 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.
Banners & Notifications
The City, along with the partners above, will also ensure local residents are aware of the event taking place, with street pole banners placed along Rodeo, Beverly, Crescent and Canon Drives, as well as on Wilshire Boulevard. Liaisons are requested to review the banner designs in Attachment 1.
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 will be covered with funding in the existing Policy and Management Communications Budget. Additional notifications through the City’s social media channels, Nixle, and website will alert the public to street closures for the event.
Street Closure Request
The 2024 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 15
9:00PM
Sunday, June 16
11:00PM
Dayton Way (from Rodeo Drive to the
alleyways east & west)
Saturday, June 15
9:00PM
Sunday, June 16
11:00PM
Brighton Way (from Rodeo Drive to the
alleyways east & west)
Saturday, June 15
9:00PM
Sunday, June 16
11:00PM
Access to the City’s Brighton Way garage and Two Rodeo’s garage will be maintained with traffic control, and the event organizers will work with the Rodeo Collection to provide their patrons with alternate parking and rideshare drop off locations, since their garage access will be closed.
Funding Request
The 2024 Concours event funding, as in previous years, includes a combination of sponsorship funds, exhibitor fees, and a request for City funding and fee waivers. A detailed budget can be found in Attachment 1. In previous years, if sponsorship dollars were raised in excess of projection targets, any excess sponsorship was provided to the City to reduce the overall contribution to event costs, as occurred last year. This year, there is no rollover, however the RDC and JBB have 3 of 4
raised their sponsorship goals from $250,000 last year, to $310,000 this year to ensure that all costs are met and a potential overage could occur to assist with savings.
Fee Waiver
In previous years, the street closure fee that is typically collected with other permit and labor fees, was waived for the street closures on Rodeo Drive, Dayton Way, and Brighton Way. This year, the street closure fee is again requested to be waived. The total fee waiver will be determined based on the approved layout by City staff, including BHPD, for the footprint of the event.
City Funding
For the 2024 Concours event, the requested City funding contribution is $298,450. Additionally, the sponsorship revenue for 2024 is projected to increase to $310,000, with the exhibitor fees maintained at $5,500.
For the 2023 Concours event, the requested City funding contribution was $254,540. Additionally sponsorship revenue in 2023 was $250,000 and exhibitor fee revenue $5,000.
The chart below shows a comparison from the previous years of 2022 and 2023. It should be noted that prior years to that were not included, as the Tour d’Elegance was a modified event for 2021, and the event did not take place in 2020:
Funding Request 2022 2023 2024
City Base Funding Request $228,970 $254,540 $298,450
Street Pole Banners (City) $13,500 Included in city base funding request
Included in city base
funding request
YOY Total City Funding $242,470 $254,540 $298,450
Overage from previous year N/A $14,512 N/A
Sponsorships $170,000 $250,000 $310,000
Exhibitor Fees $25,000 $5,000 $5,500
Total Budget $437,470 $524,052 $613,950
According to the event organizers, the increased base funding request is due to several factors including but not limited to the following:
• Increased costs for labor in all budget categories
• 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
FISCAL IMPACT
For the 2024 Concours event, organizers are requesting $298,450 from the City in base funding.
Funding for this request is available in the City Council approved Fiscal Year 2023-24 (FY 23-24) Policy & Management Department Tourism and Marketing budget (00101311). An additional $310,000 is proposed to be raised in sponsorships and an additional $5,500 to be raised in exhibitor booth fees by the event organizers and production team. Additional costs taken on by the City are for notifications through newspaper advertisements. Funding for this request is available in the City Council approved Fiscal Year 2023-24 (FY 23-24) Policy & Management Department Communications budget (48008302). And finally, the Liaisons are requested to approve the street closure fee waiver.
4 of 4
RECOMMENDATION
Staff requests City Council Liaisons provide a review of the event elements, banner conceptual designs, funding request, and street closure requests for the 2024 Concours d’Elegance Father’s Day Car Show on Rodeo Drive. Based on Liaison feedback, the item will be taken to the full City Council at the March 11, 2024, City Council Study Session.