AGENDA REPORT
Meeting Date: June 18, 2024
Item Number:
To: Honorable Mayor & City Council
From: Magdalena Davis, Community Outreach Manager
Subject: RECOMMENDATION OF THE BEVERLY HILLS CITY COUNCIL
LIAISON RODEO DRIVE / SPECIAL EVENTS / HOLIDAY PROGRAM
COMMITTEE REGARDING THE RODEO DRIVE COMMITTEE
FISCAL YEAR 2024/2025 WORK PLAN
Attachments: 1. Rodeo Drive Committee Proposal for 2024-2025 Website and Social Media from Bold LA
2. Rodeo Drive Committee Partnership with Richard Orlinski for “Rodeo Drive Celebrates” Public Art Display and Banner Design
3. Rodeo Drive Liaison Report from May 22, 2024 (without attachments)
RECOMMENDATION
The Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee, Mayor Friedman and Councilmember Wells (Liaisons), recommend the City Council approve the Fiscal Year 2024/2025 (FY 24/25) work plan and funding request from the Rodeo Drive Committee (RDC) in the amount of $197,998, for funding to continue ongoing operational projects including website, social media, and the banners for “Rodeo Drive Celebrates” programs for Summer and Fall 2024.
INTRODUCTION
The Liaisons met on May 22, 2024, and recommended the proposal from the Rodeo Drive Committee (“RDC”) for funding to continue ongoing operational projects for Fiscal Year 2024-2025 (“FY 24/25”) as well as funding for the “Rodeo Drive Celebrates” programs for Summer and Fall 2024.
The RDC receives funding from the City’s Tourism and Marketing Budget, which is funded through the City’s transient occupancy tax (TOT). The request from the RDC for website and social media funding is $184,998 (no increase from prior years) and the request for the “Rodeo Drive Celebrates” funding was reduced from $26,000 to $13,000 due to a partnership with sculptor Richard Orlinski, for a total funding request from the RDC for FY 24/25 of $197,998. This represents a $13,000 reduction from the FY 23/24 request.
BEVERLW
HILLS
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Meeting Date: June 18, 2024
DISCUSSION
The Rodeo Drive Committee is a nonprofit volunteer membership organization comprised of nearly 100 retailers, hotels and property owners that help shape the present and future of the world-famous destination. Founded in 1972, the Committee promotes Rodeo Drive through a variety of programs, which enhance the street’s image, provide public benefit to residents, and visitors alike.
Prior to the start of each fiscal year, the Beverly Hills City Council Liaison/Rodeo Drive Committee/Special Events/Holiday Program Committee (“Liaisons”) meet to discuss and review the annual work plan items for the upcoming year for the RDC. The Committee recommended moving forward the RDC’s proposed work plan without modifications, asking only for a year-over-year budget comparison.
It should be noted that this work plan request is the base funding for the fiscal year; annual, signature events such as the Concours d’Elegance Father’s Day Car Show and Holiday Lighting Kickoff, which are partnerships between the RDC and City, are brought separately to the Liaisons and full City Council for review and approval.
For many years, the RDC has received City support to conduct marketing and events on behalf of its retailers, hotels, and property owners to promote tourism and visitor spending on Rodeo Drive. Funding for these purposes has traditionally been provided from the City’s Tourism and Marketing Budget (“TOT”).
The RDC’s proposed annual work plan and funding request is in two parts, the first was presented at the May 22, 2024, Liaison meeting: $184,998 for FY 24/25 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1). These tools will be used for:
• Website Updates and Management / Content Curation
• Social Media Management / Content Curation
• General Maintenance and Third-Party Costs (Website Hosting, Apps, Email, SEO, etc.)
Secondly, the RDC proposes to continue the twice-yearly program “Rodeo Drive Celebrates” in August and October 2024. The inaugural events took place this FY 23/24 in Summer and Fall 2023, with the participation of different retailers, restaurants, and hotels. The first campaign was held the first week of August and focused on Fashion while the second campaign was held the first week of October and focused on Timepieces and Fine Jewelry.
The RDC seeks to repeat the themes to continue the success that each enjoyed, with individual brands creating activations and experiences for visitors and shoppers.
The RDC has also themselves created experiences, most notably through partnerships for public art displays. At the May 10, 2024, Liaison meeting, the RDC presented and received a recommendation for an art partnership with notable sculptor Richard Orlinski for 8 largescale animal art pieces to be displayed from August through early November to encompass both “Rodeo Drive Celebrates” events (Attachment 2).
The RDC is not seeking a funding allocation from the City for the event programs themselves, or the street pole banners for August, however they do request funding for October street pole banners, and print advertising for both campaigns in the local Beverly Hills newspapers.
Meeting Date: June 18, 2024
Funding for the street pole banners is requested in the amount of $13,000. Both the marketing, social media, and website work plan, as well as the program street pole banners may be funded by anticipated Tourism & Marketing budget funds in FY 24/25. Funding for the print advertising in local Beverly Hills newspapers may be funded by anticipated Policy and Management Communications Division budget funds in FY 24/25. The items in the RDC work plan support the City’s mission and focus, including brand awareness, community benefit, and bringing travelers and shoppers to Beverly Hills.
FISCAL IMPACT
To carry out the proposed work plan for FY 24/25, the RDC requests from Council $184,998 for Digital and Website Management based on the categories below, which is no increase from the previous two fiscal years. As well as $13,000 for the “Rodeo Drive Celebrates” street-pole banner campaigns, decreased from the prior year request of $26,000, due to the Richard Orlinski art partnership. Funding for the print advertising in local Beverly Hills newspapers may be funded by anticipated Policy and Management Communications Division budget funds in FY 24/25. The total RDC funding request from the City for FY 24/25 is $197,998:
Digital & Website Management FY 24/25
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Curation $103,997
General topics & Maintenance $15,998
Total Agency Fee $159,998
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $10,000
Website Template Updates, Hosting of Website, Apps, Email $2,000 Previous Language plug-in & SEO in new Fiscal Year $4,000 Misc. Expenses $1,000
Total Third-Party Costs $25,000
Rodeo Drive Celebrates Program FY 24/25
August Street-Pole Banners $0*
October Street-Pole Banners $13,000
Rodeo Drive Celebrates Total $13,000 plus ads**
RDC FY 24-25 Total Funding Request $197,998
*The August banners are paid for through the RDC and Richard Orlinski art partnership **Local advertisements are not paid for through the TOT budget The Liaisons recommended to see a year-over-year comparison of the Rodeo Drive budget form the City. The table below reflects the consideration approved by the City Council for the Rodeo Drive Committee’s Agreements with the City for the last four fiscal years and the proposed request for FY 24/25 for the RDC work plan for based funding and any specific additional programming only.
Any further back (FY 19/20 and before) will not be an accurate comparison, since the City’s BOLD Summer and Holiday programs ran for three years from 2017-2019, and had significant additional costs associated, outside of the base funding and any special programming, in collaboration with all City partners, including the RDC.
Meeting Date: June 18, 2024
FY 20/21
Adopted
Budget
FY 21/22
Adopted
Budget
FY 22/23
Adopted
Budget
FY 23/24
Adopted
Budget
FY 24/25
Proposed
Budget
RDC Base
Funding $148,332 $158,332 $184,998 $184,998 $184,998
Activations &
Programs $40,000 $20,000 $296,952 $26,000 $13,000
Podcast* Podcast** Summer
Program***
Rodeo Drive
Celebrates
Rodeo Drive
Celebrates
Total $188,332 $178,332 $481,952 $210,998 $197,998
*Council approved an initial 8-episode podcast series for Rodeo Drive **Council approved a 2
nd season of Rodeo Drive: The Podcast, due to its pandemic success ***In FY 22/23 Council approved a 6-week Summer activation (similar to the BOLD programs of years’ past) for Rodeo Drive Committee
The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (“TOT”). The City collects a total of fourteen percent TOT based on gross room sales from the City’s hotels. One-seventh of the total TOT revenue has been the basis of calculating the funding for the Tourism and Marketing budget in Beverly Hills for over 26 years.
The Finance Department is currently forecasting a TOT revenue of $51,200,000 for FY24/25, as of the May 21, 2024, budget presentation to the City Council. Using the $51,200,000 estimate for TOT, the one-seventh amount would be $7,314,285. Staff anticipates the funding would be allocated for various programs and partner agreements:
Description of Program to be Funded from
Tourism & Marketing Budget (TOT)
Previous Budget
Allocation FY
23/24
Potential Budget
Allocation FY
24/25
Intellectual Property Legal Services $100,000 $100,000
Conference & Visitors Bureau
Requested funding for FY 24/25
Work Plan
$4,809,410 $4,987,891
Rodeo Drive Committee
Requested funding for FY 25/25 Work
Plan
$210,998 $197,998
Portion of the Beverly Hills Chamber of
Commerce Work Plan
Requested funding for FY 24/25, including
additional funding
$120,150 $173,245
Landscape Funding for Rodeo Drive
Estimate as actual may vary
$30,000 $30,000
Concours D'Elegance in 2025
Estimate based on prior year $255,000 $300,000
Contingency Funding for other Tourism &
Marketing Events (including the Holiday Lighting
Celebration and Rodeo Drive Holiday
Décor for Holidays 2025)
$1,331,585 $1,525,151
Total $6,857,143 $7,314,285
Meeting Date: June 18, 2024
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
FISCAL YEAR 24/25
RODEO DRIVE
WEBSITE & SOCIAL MEDIA
PROPOSAL
BOLD
Followers Last presentation (April ’23) Today
Instagram: Followers 89k 105k 18%
Facebook: Followers 78.5k 84k 7%
TikTok: Followers 2.2k 2.8k 27%
Analytics Previous date range* Current fiscal year**
Instagram
Reach 5.5M 10.4M 89%
Total Likes 132k 210k 59%
Average engagement rate per post 0.71% 0.99% 39%
Facebook
Reach 12.9M 19.2M 49%
Total reactions 62k 85k 37%
Average engagement rate per post 0.40% 0.74% 85%
TikTok
Total views 41.3k 103.7k 151%
Total engagement 4.3k 13.3k 209%
PROPOSAL FISCAL YEAR 2024/2025
OUR YEAR IN NUMBERS
* Previous date range: July 1, 2022 - May 9th 2023
** Time period of current fiscal year so far: July 1, 2023 - May 9th, 2024. Data from Iconosquare t
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THE POWER OF DIGITAL MARKETING
Why Rodeo Drive’s social media channels and website are powerful branding tools - Revolutionizing Rodeo Drive's allure since 2019:
• We own and craft a digital narrative that blends luxury, fashion, and entertainment, captivating a global audience.
• We establish Rodeo Drive as the ultimate destination for luxury, boosting brand visibility by spotlighting premier brands and unique offerings. • We tailor content to diverse audiences, creating personalized experiences for local enthusiasts to international visitors.
• We engage with younger demographics, shaping perceptions and fostering lasting connections.
• We amplify the presence of Rodeo Drive Committee members, championing their businesses.
• We nurture a strong partnership with the City of Beverly Hills, collaborating on memorable events and shaping the legacy of Rodeo Drive.
PROPOSAL FISCAL YEAR 2024/2025
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SOCIAL MEDIA
Biggest wins: • Driving Success: Our Instagram strategy has soared, gaining 13k new followers this fiscal year — a 69% increase over the previous period*, all while maintaining the same media spend.
• Content that Connects: Doubling content interactions signals the relevance of our posts to our audience, reflecting their engagement and appreciation.
• Maximizing Paid Media: Our paid media strategy on Instagram has been more effective, significantly expanding our reach by 89% (IG) & 49% (FB). • Local Event Promotion: From Rodeo Drive Celebrates to BOLD holidays and Mr. Brainwash art installations, we've reached 1.6M people by promoting local events.
Ideas for the upcoming fiscal year:
• Embracing the Collaboration Tool: Introducing 'collaboration posts' for major events like BOLD Holidays to extend our reach through partnerships. • Trend-driven Content: Unveiling a new content series to showcase Rodeo Drive's hidden gems, capitalizing on trending social media topics for increased engagement.
PROPOSAL FISCAL YEAR 2024/2025
* Compared time periods 7/1/22-5/9/23 vs 7/1/23-5/9/24
,
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BOLD
WEBSITE
Biggest wins:
• Enhanced Accessibility: Our website now caters better to international travelers with a new language plug-in (Spanish, Arabic, Simplified Chinese). • Visual Refresh: Stunning new images by photographer Brica Wilcox elevate the website's aesthetic appeal, showcasing Rodeo Drive's current essence. • Compelling Content: The latest podcast season enriches our website with engaging material, captivating our audience.
• Spotlight on Collections: Introducing the 'Collections' page amplifies visibility for Rodeo Drive Committee members, driving sales support. • Increased Member Exposure: A 20% increase in event publications on our website underscores our commitment to engaging RDC members.
Ideas for the upcoming fiscal year:
• SEO Optimization: Prioritizing SEO enhancements to boost organic traffic and maximize online presence.
• Dedicated Celebration Page: Crafting a new landing page for Rodeo Drive Celebrates to spotlight each activation, detailed plans are in the appendix.
PROPOSAL FISCAL YEAR 2024/2025
a m
CHANEL
WELCOME TO RODEO DRIVE
As a vibrant New Year begins, Rodeo Drive, the iconic, palm treedotted, luxury fashion street in Beverly Hills invites you to visit the world's leading fashion houses and brands as they present the finest and most innovative collections, and to experience and enjoy the legendary hotels and award-winning restaurants offering unparalleled hospitality and culinary excellence.
Photo by Brica Wilcox
RODEO DRIVE
THE INTERSECTION OF LUXURY, FASHION AND
ENTERTAINMENT "
"There is nothing in the world comparable to Rodeo Drive. The legendary street's magic continues thanks co the exemplary craftsmanship from today's greatest fashion houses and brands, the architect-designed boutique spaces, the spectacular window displays, artist collaborations and pop ups, and our unrivaled customer service, said Rodeo Drive Committee President Kay Monica Rose. "At the heart of my vision for Rodeo Drive is the preservation and advancement of an unmatched legacy."
Photo by Brica Wilcox
EXPLORE
FOLLOW YOUR HEART
A new, multi-colored, outdoor art installation by Mr Brainwash invites you to follow your heart along the iconic fashion street.
On view through June 12, 2024.
Make it a date for Valentine's Day!
Photo by Mr Brainwash Studio, courtesy of Mr Brainwash Production
LEARN MORE
BOLD
COMMUNITY BUILDING - OUR KEY TO SUCCESS
Our community-building approach has been a game-changer since we took over social media, and the results have been paying off. We anticipated this trend early on in 2019 and are now reaping the rewards:
• Positive Interactions: Encouraging feedback in our comments sections fosters a positive online community.
• Engagement Surge: An impressive increase in our engagement rates on each channel reflects our audience's heightened involvement. • Building Trust: Fostering loyal and trusting relationships with our followers strengthens our brand's credibility.
• Enhancing Beverly Hills: Engaging with other entities in Beverly Hills not only elevates their performance but also nurtures valuable partnerships. • Harnessing User Content: Sharing user-generated content attracts organic Comments from Followers: followers and instills a sense of pride in being associated with Rodeo Drive.
PROPOSAL FISCAL YEAR 2024/2025
Comments
------------
Comments
rodeodrive 2w · • by author
We're Rodeo Drive, of course we love
Waldorf Astoria Beverly Hills!
273 likes Reply
0 rodeodrive 2w
Must Haves!'@@d
Reply
Q
g waldorfbevhills 2w
@rodeodrive we love you too!
36 likes Reply
0 @
$
0 gillparmy Planning a trip to Vancouver this year with a detour to LA and Rodeo Drive. My dream looks like it's
coming true soon! «
3w Reply •··
neilophotos9301 Beautiful Decorations A A A
1 w Reply
jwill2.luxury.realtor Strolling down Rodeo is never a bad idea T
3w 1 like Reply
@
•
gillparmy This is my dream! @&
3 w 1 like Reply
versailles_oasis Iconic!it
3w 1 like Reply
chilipupbh Stunning picture and palms
2h Reply ••• BOLD
BUDGET
Digital & Website Management FY 23/24 FY 24/25
Agency Fee*:
Website Updates & Management / Content Curation $40,003 $40,003 Social Media Management / Content Curation $103,997 $103,997 General topics & Maintenance $15,998 $15,998
Total Agency Fee: $159,998 $159,998
3rd Party Costs:
Paid Social Media Advertisement $8,000 $8,000
Purchasing Content & Content Creation $10,000 $10,000
Website Template Updates, Hosting of Website, Apps, Email $2,000 $2,000 Previous Language plug-in & SEO in new Fiscal Year $4,000 $4,000 Misc. Expenses $1,000 $1,000
Total 3rd Party Costs: $25,000 $25,000
Total Funding Request: $184,998 $184,998
PROPOSAL FISCAL YEAR 2024/2025
THANK YOU
These presented ideas, concepts and
ambassadors are intellectual property of the
BOLD Marketing & Communication LLC.
They were compiled for your eyes only. They shall
not be executed without BOLD or presented to
others. Thank you for your understanding and
compliance with this policy.
JULIANE KRINGE
Vice President
[email protected]
BOLD Communication & Marketing LLC
958 S Broadway, Los Angeles, CA, 90015
www.boldla.com
APPENDIX
NEW IDEAS 2024 / SOCIAL MEDIA
Having a series about little things around Rodeo Drive that the general public might not know about. This will draw attention and engagement because it’s ‘exclusive’ information. These will make for fun reels/Tik Toks! Did you know, Gucci has a Michelin Star restaurant on their rooftop? Did you know, Rodeo Drive has it’s very own Frank Lloyd Wright building? Did you know, Hollywood Blvd. isn’t the only place to look at the stars, Rodeo Drive has it’s own ‘walk of style’
Did you know, there used to be a racing track where the Beverly Wilshire is? OR Did you know, there used to be a Tiki Bar here?
These topics may also work for a new editorial under Rodeo Drive recommends on the website. A guide for people who want to learn more about Rodeo Drive and places they can visit.
DID YOU KNOW?
GUCCI presents the 2023 gift giving campaign and offering BOLD Instagram now allows a feature where you can collaborate with up to 3 other Instagram profiles. By doing this, posts will show up on all collaborators accounts, and seen by each of their followers. This will be great when it comes to bigger events such as Concours D’Elegance, BOLD holidays, or Rodeo Drive Celebrates:
Accounts we could collaborate with:
@cityofbevhills
@lovebevhills
@bh_chamber
Any influencers/content from UGC
Benefits for Collaborating:
Increases reach (wider audience)
Increases engagement
Increases like-minded followers
Help communicate brand identity
Usage of approved images and copy makes workflows more efficient
COLLABORATION POSTS WITH CITY PARTNERS
rodeodrive and ciytofbevhills
Rodeo Drive
NEW IDEAS 2024 / SOCIAL MEDIA
rodeodrive •
Rodeo Drive
• • •
RODEO DRIVE
BOLD
Q 7 Liked by kathy.gohari and 1,268 others
rodeodrive We are excited to share that the Rodeo
Drive Concours d'Elegance will be returning to Rodeo
Drive on Sunday, June 18th, from 10 a.m. to 4 p.m. The
free car show is the perfect opportunity for fathers,
families, and car enthusiasts of all ages to enjoy an upclose look at some of the world's most admired vehicles. In addition to a full slate of incredible
vehicles, ranging from supercars to race cars to iconic classics, attendees can enjoy a stroll or stay in one of Beverly Hills' top hotels and experience luxury
boutiques, shopping and dining.
This event is supported by:
o .
Drawing from insights gained during last year's event, we propose creating a digital, user-friendly experience for those interested in 'Rodeo Drive Celebrates’:
Develop a subpage under 'Calendar' on Rodeo Drive's website, incorporating 'Rodeo Drive Celebrates' into the navigation menu.
Craft separate blog posts for each activation, featuring both images and copy, instead of presenting a long list with only copy.
Include a map displaying all activations on the page.
Generate a QR code for street use, posters, and flyers.
Please find a comparison of the previous and new layout on the next page.
RODEO DRIVE CELEBRATES
Two Rodeo Drive
Vibe to the rich tones and powerhouse
vocals of Downbeat LA.
October 2, 5, and 6, 2-6pm.
ZEGNA
Explore the collaboration with The Elder
Statesman and discover the Oasi Cashmere
Factory, where luxury craftsmanship and
bohemian chic converge.
RODEO DRIVE CELEBRATES
NEW IDEAS 2024 / WEBSITE
Rodeo Drive Celebrates Timepieces &
Fine Jewelry
Become an artisan for the day, join a watchmaking master class, be the first to explore the latest collaborations and collections, and design the watch of your dreams.
OUR STORY DIRECTORY CALENDAR
EVENTS
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EDITORIAL PODCAST YOUR VISIT (
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PAST EVENTS
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Two Rodeo Drive
Vibe to the rich tones and powerhouse
vocals of Downbeat LA.
October 2, 5, and 6, 2-6pm.
ZEGNA
Explore the collaboration with The Elder
Statesman and discover the Oasi Cashmere
Factory, where luxury craftsmanship and
bohemian chic converge.
New layout Previous layout
If
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GEARYS Rolex and Patek Philippe Boutiques: enjoy champagne and curated charcuterie hors d'oeuvres while viewing and trying on an exclusive collection of exhibition timepieces.
October 2-5, 11am-5pm
October 6-7, 11am-6pm
Dior: learn how to mix and layer every day jewels with Dior's new jewelry collections October 7, 12-4pm
Beverly Wilshire, A Four Seasons Hotel: experience timeless luxury and unmatched hospitality with live music by Brennan Villines, cocktails and dinner at TheBlvd, LightSlim LED Light Therapy sessions and exclusive access to the Forbes Five Star Spa, and a tasting menu at MICHELIN-recommended CUT by Wolfgang Puck.
Auto Vault: enjoy a showcase of rare luxury automobiles on Rodeo Drive.
Audemars Piguet celebrates the 30th anniversary of the Royal Oak Offshore, the cult classic chronograph for men and women.
Opening remarks by Beverly Hills Mayor Dr. Jui Ian Gold and Rodeo Drive Committee President Kay Monica Rose
October 2, 3pm on Two Rodeo Drive
Join Rodeo Drive Celebrates Fashion
0Dro
Rodeo Drive Celebrates Timepieces & Fine Jewelry, will take place from October 1-7, 2023.
Become an artisan for the day, join a watchmaking master class, be the first to explore the latest collaborations and collections, and design the watch of your dreams.
Rodeo Drive· Celebrates Timepieces &
Fine Jewelry
The week-long program marks the second edition of the annual Rodeo Drive Celebrates initiative, which was established to invite guests to discover and experience the exceptional craftsmanship, creativity and innovation on the iconic, luxury fashion thoroughfare.
READ MORE
READ MORE
oi
Become an artisan for the day, join a watchmaking master class, be the first to explore the latest collaborations and collections, and design the watch of your dreams.
Rodeo Drive· Celebrates Timepieces &
Fine Jewelry
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YOT Budget Comparison for RDC
FY 20/21
Adopted
Budget
FY 21/22
Adopted
Budget
FY 22/23
Adopted
Budget
FY 23/24
Adopted
Budget
FY 24/25 Proposed
Budget
RDC Base Funding $148,332 $158,332 $184,998 $184,998 $184,998 Activations &
Programs $40,000 $20,000 $296,952 $26,000 $13,000
Podcast* Podcast** Summer Program*** Rodeo Drive
Celebrates
Rodeo Drive
Celebrates
Total $188,332 $178,332 $481,952 $210,998 $197,998
*Council approved an initial 8-episode podcast series for Rodeo Drive **Council approved a 2
nd season of Rodeo Drive: The Podcast, due to its pandemic success ***In FY 22/23 Council approved a 6-week Summer activation (similar to the BOLD programs of years’ past) for Rodeo Drive Any further back (FY 19/20 and before) will not be an accurate comparison, since the City’s BOLD Summer and Holiday programs ran for three years from 2017-2019, and had significant additional costs associated, outside of the base funding and any special programming, in collaboration with all City partners, including the RDC Ja6,Ge
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DIMENSIONS ARTWORK (Feet):
Height 11,49 x Width 7,06 x Depth 8,17
Weight: 771 lbs
DIMENSIONS BASE (Feet):
6,56 x 6,56 x 2,95 (GRIP ON THE GROUND)
Weight : 661 lbs
WEIGHT BALLAST : 1543 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
Installation of 3 stainless steel straps on each foot, fixed to the base with 8mm threaded rods
TOTAL (Artwork + Base) (Feet) :
Height : 14,44
Length : 6,56
Width : 7,06
Weight : 2975 lbs
STAINLESS STEEL LACE
RICHARD
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HORSE
ORANGE ANNIVERSARY / RESIN
DIMENSIONS ARTWORK (Feet):
Height 10.4 x Width 2,5 x Depth 7.3
Weight: 264 lbs
DIMENSIONS BASE (Feet):
6,56 x 3,28 x 1,31 (GRIP ON THE GROUND)
Weight: 551 lbs
WEIGHT BALLAST : 1322 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid
slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
1 hole under each leg and 1 hole under the tail for a 12mm threaded rod.
TOTAL (Artwork + Base) (Feet) :
Height : 11,71
Length : 6,56
Width : 3,28
Weight : 2137 lbs
RICHARD
ORLINSKI
LION
JAUNE TDF/ RESIN
DIMENSIONS ARTWORK (Feet):
Length 10.50 x Height 6.67 x Width 3.02
Weight: 264 lbs
DIMENSIONS BASE (Feet) :
3,94 x 9,84 x 2,95 (GRIP ON THE GROUND)
Weight: 551 lbs
WEIGHT BALLAST : 881 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
1 hole under each leg for a 12mm threaded rod.
TOTAL (Artwork + Base) (Feet) :
Height : 9,62
Length : 10,50
Width : 3,94
Weight : 1696
RICHARD
ORLINSKI
DIMENSIONS ARTWORK (Feet):
Length 9.85 x Height 8,46 x Width 6,89
Weight: 661 lbs
DIMENSIONS BASES(Feet):
9,84 x 3 x 6,56 (GRIP ON THE GROUND)
Weight: 881 lbs
WEIGHT BALLAST : 1102 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
2 hole front, 2 Holes right, 1 hole rear
TOTAL (Artwork + Base) (Feet) :
Height : 11,46
Length : 19,69
Width : 13,45
Weight : 1542 lbs
PANDA (Swap wolf for panda)
MICK BLUE / RESIN
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RICHARD
ORLINSKI
PANTHER
DIMENSIONS ARTWORK (Feet):
Length 9.45 x Height 4.6 x Width 2.96
Weight: 198 lbs
DIMENSIONS BASE (Feet):
9,84 x 3,28 x 1,31 (GRIP ON THE GROUND)
Weight: 440 lbs
WEIGHT BALLAST : 881 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
1 hole under each leg for a 12mm threaded rod.
TOTAL (Artwork + Base) (Feet) :
Height : 5,91
Length : 9,84
Width : 3,28
Weight : 1521 lbs
KEY PINK / RESIN
RICHARD
ORLINSKI
CROCODILE
DIMENSIONS ARTWORK (Feet):
Height 7,55 x Length 17,4 x Width 6,07
Weight: 440 lbs
DIMENSIONS BASE (Feet):
8,20 x 6,56 x 1,31 x 2 - Total : 16,40 x 6,56 x 1,31 (GRIP ON THE GROUND) Weight: 1322 lbs
WEIGHT BALLAST : 881 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
1 hole under each leg for a 12mm threaded rod.
TOTAL (Artwork + Base) (Feet) :
Height : 8,86
Length : 17,4
Width : 6,56
Weight : 2645 lbs
ORLINSKI RED/ RESIN
RICHARD
ORLINSKI
WILD KONG BEVERLY HILLS
COBALT BLUE / RESIN
DIMENSIONS ARTWORK (Feet):
Height 9.85 x Width 7.52 x Depth 4.14
Weight: 440 lbs
DIMENSIONS BASE(Feet):
6,56 x 5,25 x 2,95 (GRIP ON THE GROUND)
Weight: 440 lbs
WEIGHT BALLAST : 881 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
5 hole under each leg for a 12mm threaded rod.
TOTAL (Artwork + Base) (Feet) :
Height : 12,8
Length : 6,56
Width : 7,52
Weight : 2645 lbs
RICHARD
ORLINSKI
RICHARD
ORLINSKI
STANDING BEAR
DIMENSIONS ARTWORK (Feet):
Height 16.41 x Width 9.91 x Depth 10.77
Weight: 1763 lbs
DIMENSIONS BASE (Feet):
9,84 x 6,56 x 2,95 (GRIP ON THE GROUND)
Weight: 992 lbs
WEIGHT BALLAST : 1763 lbs
FIXING THE BASE ON THE FLOOR :
To avoid damaging the floor, we place ballast on the floor of the base and do not fix the base to the floor.
We put an 8mm grip under the adjustable feet to avoid slipping and leaving marks on the floor (rust...).
FIXING ARTWORK ON THE BASE :
5 hole under each leg for a 16mm threaded rod.
TOTAL (Artwork + Base) (Feet) :
Height : 19,36
Length : 6,56
Width : 9,91
Weight : 4539 lbs
ORANGE ANNIVERSARY / RESIN
RICHARD
ORLINSKI
Key Dates:
Installation: July 27-30
Removal: November 10
Team Responsibilities:
Smart Society and Orlinski team in charge of delivery, installation, and removal of artworks on Rodeo Drive Insurance Coverage:
Amount: $2 million
Beneficiaries: City of Beverly Hills
Banners Delivery: To the city for installation and removal Installation : July 1
Removal: August 12
Banner cost pay by Smart Society Orlinski
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CREATIVE PROPOSAL
SKY IS THE LIMIT...
ALONE WE WILL GO FAST BUT TOGETHER
WE WILL GO FURTHER (AND FASTER)
LET'S MAKE IT HAPPEN !
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: May 22, 2024
SUBJECT:
Review of Fiscal Year 2024-2025 Workplan and Funding Request for the Rodeo Drive Committee (RDC), Including Website, Social Media, and “Rodeo Drive Celebrates” Program
ATTACHMENTS: 1. Rodeo Drive Committee Proposal for 2024-2025 Website and Social Media from Bold LA
2. Liaison Report from May 10, 2024: Rodeo Drive Committee Partnership with Richard Orlinski for “Rodeo Drive Celebrates” Public Art Display
INTRODUCTION
This item provides a proposal from the Rodeo Drive Committee (“RDC”) for funding to continue ongoing operational projects for Fiscal Year 2024-2025 (“FY 24/25”) as well as funding for the “Rodeo Drive Celebrates” programs for Summer and Fall 2024.
The RDC receives funding from the City’s Tourism and Marketing Budget, which is funded through the City’s transient occupancy tax (TOT). The request from the RDC for website and social media funding is $184,998 (no increase from prior years) and the request for the “Rodeo Drive Celebrates” funding is $13,000, due to a partnership with sculptor Richard Orlinski, for a total funding request from the RDC for FY 24/25 of $197,998.
DISCUSSION
The Rodeo Drive Committee is a nonprofit volunteer membership organization comprised of nearly 100 retailers, hotels and property owners that help shape the present and future of the world-famous destination. Founded in 1972, the Committee promotes Rodeo Drive through a variety of programs, which enhance the street’s image, provide public benefit to residents, and visitors alike.
Prior to the start of each fiscal year, the Beverly Hills City Council Liaison/Rodeo Drive Committee/Special Events/Holiday Program Committee (“Liaisons”) meet to discuss and review the annual work plan items for the upcoming year for the RDC. The Committee makes recommendations regarding the RDC’s proposed work plan and provides modifications, if any, which are presented at a future City Council meeting. It should be noted that this Workplan request is the base funding for the fiscal year; annual, signature events such as the Concours d’Elegance Father’s Day Car Show and Holiday Lighting Kickoff, which are partnerships between the RDC and City, are brought separately to the Liaisons and full City Council for review and approval.
For many years, the RDC has received City support to conduct marketing and events on behalf of its retailers, hotels and property owners to promote tourism and visitor spending on Rodeo Drive. Funding for these purposes has traditionally been provided from the City’s Tourism and Marketing Budget (“TOT”).
The RDC’s proposed annual work plan and funding request of $184,998 for FY 24/25 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1). These tools will be used for:
• Website Updates and Management / Content Curation
• Social Media Management / Content Curation
• General Maintenance and Third-Party Costs (Website Hosting, Apps, Email, SEO, etc.) Additionally, the RDC proposes to continue the twice-yearly program “Rodeo Drive Celebrates” in August and October 2024. The inaugural events took place this FY 23/24 in Summer and Fall 2023, with the participation of different retailers, restaurants, and hotels.
The first campaign was held the first week of August and focused on Fashion while the second campaign was held the first week of October and focused on Timepieces and Fine Jewelry.
The RDC seeks to repeat the themes to continue the success that each enjoyed, with individual brands creating activations and experiences for visitors and shoppers.
The RDC has also created these experiences, most notably through partnerships for public art displays. At the May 10, 2024, Liaison meeting, the RDC presented and received a recommendation for an art partnership with notable sculptor Richard Orlinski for 8 large-scale animal art pieces to be displayed from August through early November to encompass both “Rodeo Drive Celebrates” events (Attachment 2).
The RDC is not seeking a funding allocation from the City for the event programs themselves, or the street pole banners for August, however they do request funding for October street pole banners, and print advertising for both campaigns in the local Beverly Hills newspapers.
Funding for the street pole banners with uplighting is requested in the amount of $13,000 and may be funded by anticipated Tourism & Marketing budget funds in FY 24/25. Funding for the print advertising in local Beverly Hills newspapers may be funded by anticipated Policy and Management Communications Division budget funds in FY 24/25. The items in the RDC Workplan support the City’s mission and focus, including brand awareness, community benefit, and bringing travelers and shoppers to Beverly Hills.
FISCAL IMPACT
To carry out the proposed Work Plan for FY 24/25, the RDC requests $184,998 for Digital and Website Management based on the categories below, which is no increase from the previous two fiscal years. As well as $13,000 for the “Rodeo Drive Celebrates” street-pole banner campaigns, decreased from the prior year request of $26,000, due to the Richard Orlinski art partnership. Funding for the print advertising in local Beverly Hills newspapers may be funded by anticipated Policy and Management Communications Division budget funds in FY 24/25. The total RDC funding request from the City for FY 24/25 is $197,998:
Digital & Website Management FY 24/25
Total Agency Fee, Including: $159,998
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Curation $103,997
General topics & Maintenance $15,998
Total Third-Party Costs, Including: $25,000
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $10,000
Website Template Updates, Hosting of Website, Apps, Email $2,000 Previous Language plug-in & SEO in new Fiscal Year $4,000 Misc. Expenses $1,000
Rodeo Drive Celebrates Program FY 24/25
Rodeo Drive Celebrates Total $13,000 plus ads*
August Street-Pole Banners $0**
October Street-Pole Banners $13,000
RDC FY 24-25 Total Funding Request $197,998
*Local advertisements are not paid for through the TOT budget **The August banners are paid for through the RDC and Richard Orlinski art partnership The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (“TOT”). The City collects a total of fourteen percent TOT based on gross room sales from the City’s hotels. One-seventh of the total TOT revenue, has been the basis of calculating the funding for the Tourism and Marketing budget in Beverly Hills for over 25 years. In addition to the Rodeo Drive Committee Workplan, the Tourism and Marketing budget also traditionally supports the Conference and Visitors Bureau Workplan, the marketing portion of the Chamber of Commerce Workplan, Holiday Décor, Programming and Landscaping on Rodeo Drive, and trademark branding legal services.
RECOMMENDATION
Staff recommends that the City Council Liaisons review the RDC work plan and funding request and provide recommendations, if any, for FY 24/25. Based on Liaison feedback, this item will be taken to the full City Council for approval on Tuesday, June 18, 2024.