STAFF REPORT
Meeting Date: May 7, 2024
To: Honorable Mayor & City Council
From: Patty Betancourt, Special Events and Film Coordinator Subject: Request from Netflix for Approval to Close Beverly Gardens Park Attachments: 1. Netflix
INTRODUCTION
The Beverly Hills Cop movie franchise began in December 1984 with the release of “Beverly Hills Cop” which introduced moviegoers to the street-smart cop from Detroit that travels to Beverly Hills to investigate a crime and find his best friend’s killers. After 40 years, Axel Foley has gained the love of audiences worldwide and has cemented Beverly Hills Cop as a timeless movie franchise. With the upcoming release of the fourth movie in the franchise, global streaming service Netflix feels that it is only right to pay tribute to the impact the movie franchise has made on Beverly Hills, in the City of Beverly Hills, where Axel’s tactics and funny humor have made cinematic history.
Netflix is seeking approval to close Beverly Gardens Park in front of the Lily Pond for a private event to be held on Thursday, June 20, 2024, from 6:00pm – 6:30pm. The event will be for 100 invited guests and press only and will not be open to the public. The closed off area of Beverly Gardens Park will have seating for guests, a press area for questions, and a photo opportunity area. Following the event, a private premiere screening of the new film “Beverly Hills Cop: Axel F” will occur at the Wallis.
DISCUSSION
The 30-minute event would require closure of Beverly Gardens Park at the Beverly Hills sign for four hours from 3:00pm – 7:00pm, to include time for set-up, the event, and load-out. Bike racks will be placed around Beverly Gardens Park on North Santa Monica Boulevard, Canon Drive, Park Way, and North Beverly Drive to help control crowds and for safety of all involved (Attachment 2). Safety is of upmost importance for Netflix for this event and for the movie premiere at the Wallis. In addition to Beverly Hills in Front of the Lily Pond and to Use Branded Netflix Logos in Order to Host Beverly Hills Cop Event on Thursday, June 20, 2024
Deck
2. Beverly Gardens Park Site Plan
3. Beverly Gardens Park Stage View with Netflix Logo
4. Beverly Hills Cop Axel F Sign
5. Boombox at Beverly Gardens Park
6. April 25, 2024 Liaison Report without Attachments
Meeting Date: May 7, 2024
Police personnel at the event, Netflix will provide private security throughout Beverly Gardens Park and at the Wallis.
Netflix proposes using branded logos on each side of the Lily Pond (Attachment 3) that are 4 feet wide by 7 feet tall. Additionally, they request to erect a stage with two screens, speakers, and a podium. Behind the stage, Netflix requests to add letters to the iconic Beverly Hills sign spelling “Cop Axel F” so that together with the sign it will read as the title of the movie (Attachment 4). The letters will be attached to the sign with zip ties or thin twine, either of which will be pre-approved by Public Works to ensure no damage to the Beverly Hills sign is done.
After the event at the Lily Pond, guests will be directed across the street to the Wallis for the movie premiere and media questions and answers. The request for the event at the Wallis will include a lane closure on Crescent Drive for valet drop-offs as well as sidewalk closure of Crescent Drive, South Santa Monica Boulevard, and Canon Drive on the side of the Wallis, to ensure safety of movie cast and guests. Private security will be positioned on the sidewalk, maintaining privacy, and security of event attendees.
Originally, Netflix had requested to erect a larger-than-life stereo boombox measuring about 16 feet wide by 10 feet long (Attachment 5) at the Lily Pond for four days from June 20 to June 23. The purpose of the boombox would be to serve as an interactive advertisement for residents and visitors. During their review of the request, Liaisons expressed concerns about having the boombox in place for multiple days due to concerns about safety, noise disruptions to the residents close to the Lily Pond, and setting a precedent, recognizing that Beverly Gardens Park is heavily visited by tourists.
In response to these concerns, Netflix is now requesting to only use the boombox on the day of the event. As guests approach the boombox, they will be able to press a button to play the theme song from the movie.
NOTIFICATION AND PARTNER SUPPORT
The City will send out at least two notices to all tour bus companies well in advance of the event date notifying them of closure of the Lily Pond so that they may find other locations for their tours. On event day, if a bus does arrive at the location, BHPD Traffic Control Officers will work with drivers to safely get passengers to other areas of Beverly Gardens Park or assist with directing the bus to different locations.
Residents within a quarter mile of the event will be mailed two letters leading up to the event date, typically three weeks before and then, again one week before the event date. The City will work with Netflix to try and make the mailer eye catching to ensure it grabs the attention of the residents, hoping that it is read so they are informed.
The Beverly Hills Cop event will be publicized by the press and media. Hundreds of references to Beverly Hills and the Wallis will be made starting with the event and when the movie launches on Netflix in July 2024.
FISCAL IMPACT
All expenses related to the event are the responsibility of Netflix including, but not limited to: City permits, City personnel, event fees, and any other associated costs related to the event. All fees will be charged based on the current fiscal year 2023/24 fee schedule.
The City’s Risk Manager recommends General Liability Insurance in the amount no less than $2 million dollars (per occurrence) naming the City of Beverly Hills as an additional insured as a requirement to be provided by Netflix.
Meeting Date: May 7, 2024
RECOMMENDATION
Staff recommends City Council approve a request from Netflix for a special event permit as required by Beverly Hills Municipal Code Section 4-8-1 to host a Beverly Hills Cop event at Beverly Gardens Park near the Lily Pond as recommended by the Rodeo Drive/Special Events/Holiday Program Committee Liaisons during their meeting on Thursday, April 25, 2024. The special event permit would specifically authorize the following:
x Closure of Beverly Gardens Park around the Lily Pond from 3:00pm – 7:00pm on Thursday, June 20, 2024 with a private event for about 100 invited guests and press occurring from 6:00pm – 6:30pm
x Installation in the park of a stage with two screens, speakers, and a podium x Erection of two Netflix branded logo signs measuring about 4 feet wide and 7 feet tall
x Attachment of letters reading “Cop Axel F” to the iconic Beverly Hills sign x Installation of a larger-than-life boombox in the park on the day of the event x Closure of one lane on Crescent Drive between North Santa Monica Boulevard and South Santa Monica Boulevard for valet drop-offs at the Wallis x Closures of sidewalks bordering the Wallis along Crescent Drive, South Santa Monica Boulevard, and Canon Drive
Michael Forbes,
Director of Community Development
Approved By
Attachment 1
Netflix BHC
Premiere
EVENT DECK2024
June 20, 2024
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NETFLIX BHC: AXEL F
Press Event
In 1984, Axel Foley won over audiences across the globe and cemented BHC as a timeless franchise, while also bringing the beauty and glamour of Beverly Hills onto the world’s stage. It’s only right that we pay tribute to that impact with an event in the city where this movie made cinematic history.In a PR moment four decades in the making, Beverly Hills will honor the key cast at a press event in front of the namesake sign in Beverly Gardens Park.Propping will include a branded podium, a dimensional logo, a stage, and white folding chairs.
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NETFLIX BHC: AXEL F
Run of Show
PRESS EVENT
Start End Dur Action Location
5:00 PM 5:15 PM 15 Bus Departs Junket for Premier w/ Press on Board Beverly Hills Hotel > Lawn5:15 PM 5:30 PM 15 Ceremony Check - In Lawn6:00 PM 6:30 PM 20 Press Event Begins Lawn6:00 PM 6:04 PM 4 Cast Arrival Lawn 6:04 PM 6:09 PM 5 Introductory Remarks, Celebrity Speaker Guest TBD Lawn 6:09 PM 6:12 PM 3 Content Reel Plays Lawn
6:12 PM 6:14 PM 2 Mayor Honors the Key Cast Lawn
6:14 PM 6:19 PM 5 Cast Speech Lawn
6:19 PM 6:24 PM 5 Closing Remarks Lawn
6:30 PM 6:45 PM 15 Ceremony Ends; Press + Cast Head Over To Premiere Lawn > Annenberg C
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NETFLIX BHC: AXEL F
SITE PLAN*
*PENDING CITY FORMAL APPROVAL
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NETFLIX BHC: AXEL F
BH SIGN PARK FLOOR PLAN*
*PENDING CITY FORMAL APPROVAL
Public Viewing Area
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NETFLIX BHC: AXEL F
STAGE ELEVATIONS*
*PENDING CITY FORMAL APPROVAL
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NETFLIX BHC: AXEL F
STAGE ELEVATION*
*PENDING CITY FORMAL APPROVAL
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NETFLIX BHC: AXEL F
PRESS BOX ELEVATIONS*
*PENDING CITY FORMAL APPROVAL
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NETFLIX BHC: AXEL F
BH Sign Branding
“AXEL F” larger than “COP” “AXEL F” larger than “COP”
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NETFLIX BHC: AXEL F
Transpo
Netflix will arrange transportation for press guests to arrive in style with a BHC- wrapped double decker sightseeing bus. The bus will drop guests off on Canon where they will be checked - in and granted entry to the event.Additional talent and press will arrive via car service to the press event.Bus DimensionsL x 15' H x 9' W
PRESS EVENT
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NETFLIX BHC: AXEL F
LET’S TAKE A DETOUR
Touchpoints
Guests attending the Honor Ceremony will get shuttled to and from Lily Pond Park on a custom branded Netflix BHC city tour bus.
Upon arrival, we’ll give out red envelopes labeled ‘CONFIDENTIAL’ to all guests as a fun, in - world way to grant guests access into the event.
LIVE MUSIC
As a Beverly Hills- take on the famous franchise theme, we’ll have a synth player play an elevated cover of the A-Theme as main character takes the stage.
CLASSIFIED DOCUMENTS
PRESS EVENT
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NETFLIX BHC: AXEL F
WHITE CHAIN LINK
ROPE & STANCHION
To delineate guest areas
and line queue.
Rentals
WHITE PVC FENCE
LINES
Fence line to keep
general public,
attendees, and talent
safe in park, keeping all
major sidewalks clear on
perimeter of park.
WHITE RESIN
FOLDING CHAIRS
For guest seating in the
park, added Netflix logo
for an additional
branding moment.
*PENDING CITY FORMAL APPROVAL
WALNUT PODIUM
On stage, for remarks
and speeches. With
Netflix branding.
PRESS EVENT
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NETFLIX BHC: AXEL F
In the wake of Netflix's highly anticipated Beverly Hills Cop 4: Axel F premiere, at Beverly Gardens Park will be a bespoke branded boombox standing as a captivating relic, strategically positioned to ignite further public intrigue and interaction.Bedecked in sleek chrome with the iconic red Netflix logo and Axel F key film art emblazoned across its surface, this retro - modern scenic piece evokes nostalgia while signaling innovation. As guests approach the boombox, they are able to press play and a recording will play the iconic theme song from the film. Guests can also find a QR code that will lead to exclusive film assets.Dates Activated: 6/21- 6/23 (TBC) Boombox
CITY HALL LEAVE BEHIND
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NETFLIX BHC: AXEL F
BRANDED LEAVE BEHIND FLOOR PLAN
*PENDING CITY FORMAL APPROVAL
NETFLIX BRANDED
BOOMBOX
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NETFLIXBHC:AXELF
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NETFLIXBHC:AXELF
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NETFLIX BHC: AXEL F
15 Why Beverly Hills?
What benefit will it bring to the city?Netflix's Beverly Hills Cop: Axel F. is the fourth installment in the beloved blockbuster franchise, and its 2024 release will mark 40 years of history with the City of Beverly Hills. To celebrate, the global streaming service proposes a press event to take place in front of the iconic Beverly Hills sign, offering a visually captivating backdrop for this momentous occasion that is unmistakably Beverly Hills.What is the community benefit?Over the past four decades, the Beverly Hills Cop franchise has entertained audiences worldwide and brought the beauty and glamor of the city to the masses, and this event is sure to catapult that message for a modern audience. We have the opportunity here to merge the iconic franchise with this iconic location to create a moment that will pierce the cultural zeitgeist and reinforce the legacy and cultural significance of both entities.Why do you want to do it at the Beverly Hills Sign/Lily Pond?Netflix believes that the location is crucial to the overall impact of the event as it will provide press photos that will travel worldwide that could only happen at one place: Beverly Hills. Not to be replicated or mistaken.
Attachment 2
Attachment 3
Attachment 4
Attachment 5
Attachment 6
CITY OF BEVERLY HILLS
COMMUNITY DEVELOPMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee FROM: Patty Betancourt, Special Events and Filming Coordinator DATE: April 25, 2024
SUBJECT: Request from Netflix for approval to close Beverly Gardens Park in front of the Lily Pond and to use branded Netflix logos in order to host Beverly Hills Cop event on Thursday, June 20, 2024.
ATTACHMENTS: 1. Netflix Proposal Deck
2. Beverly Gardens Park Site Plan
3. Beverly Hills Sign View with Stage and Branding
4. Beverly Hills Cop Axel F Signage
5. Boombox at Beverly Gardens Park
INTRODUCTION
The Beverly Hills City Council Liaison/Rodeo Drive/Special Events /Holiday Program Committee (Liaisons) are requested to review a request from Netflix to host a Beverly Hills Cop event at Beverly Gardens Park. After decades in the making, Beverly Hills Cop would like to honor key cast in front of the iconic Beverly Hills sign. Proposed event elements would include a branded Netflix podium, large dimensional Netflix logos on each side of the Lily Pond, and white folding chairs mimicking a real life City Council meeting.
DISCUSSION
The Beverly Hills Cop movie franchise began in December 1984 with the release of Beverly Hills Cop which introduced us to a street smart cop from Detroit that travels to Beverly Hills to investigate a crime and find his best friends killers. After 40 years, Axel Foley has gained the love of audiences worldwide and has cemented Beverly Hills Cop as a timeless movie franchise. Netflix feels that it is only right to pay tribute to the impact the franchise has made on Beverly Hills in Beverly Hills where Axel’s tactics and funny humor has made cinematic history.
The hour and forty-five minute long event would require closure of the Beverly Gardens Park at the Beverly Hills Sign for 4-hours to include time for set-up, event and load-out. Bike racks will be placed around Beverly Gardens Park from North Santa Monica Boulevard, Canon Drive, Park Way and North Beverly Drive to help control crowds and for safety of all involved (Attachment 2). Safety is of upmost importance for Netflix for this event and movie premiere. In addition to Beverly Hills Police, Netflix will provide private security spread out throughout Beverly Gardens Park and at the Wallis.
2 of 3
As proposed, the private event will be held on Thursday, June 20, 2024 from 5:00pm – 6:45pm.
The event will be for invited guest only and press. The closed off area of Beverly Gardens Park will have a seating for guests, press area for questions and an safe area for event staff to stage.
The global streaming service, Netflix, proposes using branded logos on each side of the Lily Pond (Attachment 3) that are 4 ft. wide by 7 ft. tall, with 2 screens, speakers, and a podium that will sit on top of a stage. Behind the stage, in conjunction with the Beverly Hills sign, a proposed “Cop Axel F” sign will sit (Attachment 4). In pictures, this will show up as one integrated sign.
After the presentation at the Lily Pond, guests will be directed across the street to the Wallis for the movie premiere and media questions and answers. The request for the event at the Wallis include a lane closure on Crescent Drive for Valet Drop Offs as well as sidewalk closure of Crescent Drive, South Santa Monica and Canon Drive on the side of the Wallis, to ensure safety of key cast and guests. Private security will be positioned on the sidewalk, maintaining privacy and security of event attendees.
Following the event, Netflix is requesting to stage a large, interactive Boombox at Beverly Gardens Park on the left side of the Lily Pond (Attachment 5). The boombox will be branded, strategically placed to ignite the public excitement. The sleek chrome with the iconic red Netflix logo and Axel F will be across the front of the boombox. The retro, modern scenic piece will evoke nostalgia while signaling innovation. As guest approach the boombox, they will be able to press play and a recording will the theme song from Beverly Hills Cop.
NOTIFICATION AND MARKETING
The City will send out notices to all tour bus companies in advance of event date notifying them of closure of the Lily Pond so that they may find other locations to take tourist to. Tour buses will be asked to visit other areas of the city.
The Beverly Hills Cop event will be publicized by the press and media. Hundreds of references to Beverly Hills and the Wallis will be made starting with the event and when the movie launches in Summer 2024.
FISCAL IMPACT
All expenses related to the event are the responsibility of Netflix including, but not limited to: City permits, City personnel, event fees, and any other associated costs related to the event. All fees will be charged based on the current fiscal year 2023/24 fee schedule.
The City’s Risk Manager recommends General Liability Insurance in the amount no less than $2 million dollars (per occurrence) naming the City of Beverly Hills as an additional insured as a requirement to be provided by Netflix.
RECOMMENDATION
Staff request Liaisons to formally approve a request from Netflix to host a Beverly Hills Cop event at Beverly Gardens Park on Thursday, June 20, 2024 from 5pm – 6:45pm. Request includes 1) closure of the Lily Pond, 2) branded Netflix podium and large dimensional Netflix logos on each side of the Lily Pond, 3) Beverly Hills “Cop Axel F” sign underneath Beverly Hills Sign, 4) Boombox in Beverly Gardens Park and 5) sidewalk closures around the 3 of 3
Wallis(Crescent Drive, South Santa Monica, and Canon Drive) and on Canon Drive near Beverly Gardens Park.
If approved by Liaisons, staff will take this item to the City Council meeting on May 7, 2024, for full approval.