STAFF REPORT
Meeting Date: June 27, 2024
To: Honorable Mayor & City Council
From: Keith Sterling, Deputy City Manager
Daren Grilley, Assistant Director of Public Works/City Engineer Teresa Revis, Associate Project Manager
Subject: Recommendation of the Beverly Hills City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee Regarding the Citywide Holiday Décor for Winter 2024
Attachments: 1. Presentation
2. June 12, 2024, Liaison Meeting Agenda Packet
INTRODUCTION
This item provides a recommendation of the Beverly Hills City Council Liaison Rodeo Drive /Special Events/Holiday Program Committee regarding the Citywide Holiday Décor for Winter 2024.
DISCUSSION
Each year, the City creates a signature Holiday Décor Program designed to create traditions, celebrate the season, and attract visitors from around the region to shop, dine and stay in Beverly Hills. On May 22, 2024, the Liaisons provided staff direction related to various elements of the holiday décor program. An additional Liaison meeting was held on June 12, 2024 (Attachment 2). This report summarizes the recommended décor for the 2024 winter holiday season, including the feedback from the Liaisons.
Décor items for 2024:
Street Spans and Santa Display
Tree Canopy and Sidewalk Décor
Beverly Gardens Park
Background Audio
Signage
Beverly Cañon Gardens
Projection Mapping
2024 Schedule and Hanukkah Elements
Meeting Date: June 27, 2024
Street Spans and Santa Display
The City’s ongoing holiday décor includes light spans over Wilshire Blvd, N Beverly Dr and N Cañon Dr as well as the iconic Santa and Reindeer Display at the intersection of Wilshire Blvd and Beverly Dr. In 2023, the City installed new spans on N Beverly Dr and added spans on Brighton Way. These displays were well received in 2023 and will be installed again in 2024 with updated programming on the N Beverly Dr spans.
The Wilshire light spans were custom fabricated for the City in 2019 for $529,702.56, and 2023 was the fifth year of their use. Staff worked with the contractor to review the spans and determined that the hardware and components in the spans are still in proper working order and can be reused this year. Staff does recommend re-stringing the warm white and blue LED lights to have a bigger impact during the days of Hanukkah. The presentation includes images of the spans with the blue off, and a rendering of the refreshed blue lights. The estimated cost for restringing the warm white and the blue lights is $85,000.
Tree Lights, Tree Canopy and Sidewalk Décor
The City keeps warm white LED twinkle lights installed year-round in the business triangle, Wilshire Blvd, Olympic Blvd, and La Cienega Blvd. In addition to these twinkle lights, during the winter holidays, colored lights and tree canopy décor are installed on La Cienega Blvd, and snowflakes on S Santa Monica Blvd. Over 100 street-light poles are also wrapped in garland and topped with red bows on S Santa Monica Blvd and portions of Brighton Way and Dayton Way.
In 2023, the City purchased new décor for Robertson Blvd, semicircle light pole decorations and lit garland and bows. The former Robertson Blvd décor, colored tree wrap lights and colored light fall tubes, is now installed along Camden Dr during the holidays.
Last year the City received feedback and a request to have a more sophisticated light display on S Beverly Dr. The décor on S Beverly Dr had been colored trunk wrap lights and illuminated sidewalk structures. The sidewalk structures were at the end of their life after six years and are not usable again, so staff researched options in response to the feedback. The Liaison was presented with two options for new décor on S Beverly Dr and selected the warm white Starlight Spheres in the canopy of the 80 Ficus trees and continuing the warm white trunk wrap twinkle lights. The Starlight Spheres range in size from 6” to 12” and will be installed in the lower portion of the tree canopy. The estimated cost for the Starlight Spheres to purchase, install, remove, and store is $250,000 for the first year and estimated to be $128,000 for each following year. The expected life span for these items is five years.
Beverly Gardens Park
Since 2021, the décor in Beverly Gardens Park has included the Lights on the Lily Pond show, which is an audio and light show that runs each night of the holidays. In 2023, the City added the ripple effect to the pond but did not see much impact to that effect. This year the program will consist of six different all new music and light shows that rotate, and all include holiday, Christmas and Hanukkah music.
The City will also continue the Christmas tree, purchased in 2022, and Menorah in Beverly Gardens Park. Last year the City upgraded the Menorah base with packages, oversized dreidels, and enhanced theatrical lighting behind the Menorah and in the large Ficus tree to create an impactful Hanukkah scene. This beautiful display will continue in 2024 along Meeting Date: June 27, 2024
with the lighting of the Menorah each night of Hanukkah, December 25, 2024 through January 1, 2025.
Background Audio
The City installs speakers on N Beverly Dr, N Cañon Dr, Brighton Way (to Bedford Dr) and Dayton Way (to Wilshire Blvd) during the holidays and plays a custom holiday playlist each day and night of the holiday season. The audio on Rodeo Dr will be included in the Rodeo Drive Committee request for their programming.
Signage
The City Manager’s office works closely with the City’s in-house Graphics division as well as Partner Agencies (Rodeo Drive Committee, Beverly Hills Conference and Visitors Bureau and the Beverly Hills Chamber of Commerce) to make sure that residents and visitors know that Beverly Hills is a destination for shopping, dining and playing during the holidays. Annual signage includes street pole banners, GOBO (graphic that goes between optics) projection onto City Hall, valet signs at the parking garages and maps of the décor locations. Additional outreach includes ads in local papers, social media posts and promotion by the City’s Partner Agencies.
For the past two years, staff has also used the signage design on elevator doors in many of the City parking garages. While this has been a great way to promote the wonderful décor around the City, it has become a maintenance concern, and the elevators are no longer available for installation of graphics.
This year the City Manager’s office is working with a consultant to develop new designs which will be featured throughout the City’s print and digital materials, including the street light pole banners and the GOBO projection. These designs will be presented at a future meeting. The annual installation of graphics and signage is led by Public Works staff.
Beverly Cañon Gardens
The décor in Beverly Cañon Gardens changes every year with a main attraction in the grass area and a secondary element in the patio. Last year, the Liaison agreed that using the base element of the walk-through 36’ tree with updated décor package each year would be an effective cost savings while still achieving a new look each year. The budget for 2023 was $350,000, and, based on the anticipated savings, the City’s budget for 2024 is $250,000.
This year, staff provided five décor options to the Liaisons, including a proposal from the neighboring hotel, Maybourne Beverly Hills. The Liaison recommended moving forward with the white design which uses the City’s 36’ walk-through tree with warm-white lights, dense, oversized and varying sized sparkling ornaments in shades of white and clear. It also incorporates an arch of bows around the walk-through entries, a mass of wrapped packages on the ground, and banquet lights from the top of the tree to the four corners of the grass area. Three large custom benches wrapped into gift packages are placed around the tree for seating, and a custom walk-through ornament tunnel is in the patio area.
The design implementation is estimated to be $345,000, and the Maybourne Beverly Hills has committed to contributing $75,000 for the décor, which would be paid directly to the vendor for the ground elements and the banquet lights, leaving the City’s portion at an estimated $270,000. The recommendation from the Liaison is to move forward with the Meeting Date: June 27, 2024
white tree design, reducing the décor on the tree so that the City’s portion is within the City’s budget of $250,000.
Projection Mapping
Beginning in 2022 and again in 2023, staff worked closely with the City Council Liaisons to create a unique projection mapping light show called Unwrap the Magic on the City Hall Tower. The video was projected onto the north and west facing sides of the tower and included a seven-minute show that ran every half hour, every day during the holiday season from 6:00 pm to 9:30 pm with additional clips in between the shows. These clips could be selected from a kiosk located at the prime viewing area at the southeast corner of N Crescent Dr and N Santa Monica Blvd. A link to the full 2022 “Unwrap the Magic” show may be found at https://vimeo.com/775971429, and the 2023 “Unwrap the Magic” show is available here: https://vimeo.com/891989995/9aa44d522a.
When the Projection Mapping was first considered, staff reviewed multiple location options and selected the City Hall Tower, north and west facing sides to optimize the view from across town and help to draw attendees to the show. The Liaison revisited these locations and recommend continuing at the same location for 2024.
In 2022, staff did not have a system for tracking the number of attendees. For 2023, a technician on-site each night tracked the attendees at each show time. This totaled over 4,300 people that stood at the primary viewing area during shows. This count does not include the numerous people that watched from further away or in their cars. The City also added the Jolly Trolly in 2023 to connect Rodeo Drive to City Hall and bring people to the show. This feature was well attended with a season total of 1,300 riders on Thursday, Friday and Saturday nights (excluding holidays).
The projection mapping show was powered by diesel generators in 2022 and 2023, which produced approximately 5 metric tons of carbon dioxide each year. The City is currently working on providing enough power to switch from generators to the City’s 100% Renewable Electricity, which will eliminate carbon emissions equivalent to more than one passenger car driving continuously for a year. The estimate for this electrical improvement, including contingency, is $115,000. This power will run to the front lawn of City Hall and can be accessed by special events for an established fee.
After much discussion, the Liaison recommended continuing the “Unwrap the Magic” Projection Mapping show again this year at the same location, each night of the season for a cost of $750,000. This year, staff will engage a new design team for a different creative vision, following the same format as previous years. This show brings local and international press into the City and provides a WOW factor for residents and visitors. 2024 Schedule and Hanukkah
The installation timeline for holiday décor remains relatively the same each year, beginning in early Fall, with the installation complete prior to the Rodeo Drive Holiday Lighting Celebration that historically occurs on Thursday night, the week before Thanksgiving.
Thanksgiving falls late in the 2024 calendar on November 28; when this has occurred in the past, the City holds its Rodeo Drive Holiday Lighting Celebration two weeks before Thanksgiving, which would be Thursday, November 14, 2024. Additional consideration is needed to schedule Hanukkah events since the holiday falls on both Christmas and New Year’s Day.
Meeting Date: June 27, 2024
Proposed 2024 Holiday Season Décor Dates:
• Lights and décor installed no later than November 10
• Rodeo Drive Holiday Lighting Celebration – Thursday, November 14 • Thanksgiving Day – Thursday, November 28
• Christmas Day – Wednesday, December 25
• Hanukkah – Wednesday, December 25 through Wednesday, January 1, 2025 • Menorah lighting celebration – Friday, December 27
• Removal of lights and décor to begin – Sunday, January 5, 2025 For 2024, the Hanukkah elements will include:
• Blue and white lighting in the spans along N Cañon Dr and N Beverly Dr, along with other colors;
• Lights on the Lily Pond show to include Hanukkah and Christmas music in each show throughout the season;
• Menorah scene at Beverly Gardens Park;
• Lighting the menorah each night of Hanukkah; and
• Blue lights in the Wilshire Spans for each night of Hanukkah
FISCAL IMPACT
There is no request for additional funding based on the staff recommendations outlined above. The funding has already been included in the FY 2023/2024 CIP (No. 00635) for Citywide Decorative Lighting and Holiday Decorations ($3,500,000 budget). No additional funds are requested at this time.
Estimated Budget
Item Estimate
Wilshire Spans Updated Warm White and Blue LED Lights $ 85,000 S Beverly Dr New Canopy Décor – starlight spheres $ 250,000 Beverly Cañon
Gardens
White Décor Package $ 250,000
Projection Mapping New content in same location $ 750,000 Power Upgrade Upgraded power service connection at City Hall $115,000 Total range of items above: $ 1,450,000
Year-round Décor and Holiday decorations continuing items from prior years: $ 1,860,000
Total with all options and continuing items: $ 3,310,000 CIP BUDGET AMOUNT FOR FY 2024/25 $ 3,500,000
Staff will return at a future date to discuss programming or lighting ceremony requests for the 2024 holiday season as well as the new banner and signage design. Those items are not part of the FY 2024/2025 CIP (No. 00635) and will be presented for review at a future meeting with separate identified Tourism and Marketing funding.
Meeting Date: June 27, 2024
RECOMMENDATION
At this time. staff recommends that City Council provide direction regarding the holiday décor for 2024, including the Liaison recommendations listed below. • Wilshire Span Light Refresh
• S Beverly Dr New Décor
• Beverly Cañon Gardens Décor
• Projection Mapping
• 2024 Schedule and Hanukkah Elements
Shana Epstein,
Director of Public Works
Approved By
Attachment 1
Recommendation of the Beverly Hills City Council
Liaison Rodeo Drive / Special Events / Holiday
Program Committee Regarding the Citywide
Holiday Décor for Winter 2024
JUNE 27, 2024
STREET SPANS AND SANTA DISPLAY
WILSHIRE SPANS
WILSHIRE SPANS
TREE CANOPY AND SIDEWALK DECOR
S. BEVERLY DRIVE
BEVERLY GARDENS PARK
BACKGROUND AUDIO AND SIGNAGE
Audio - Purchased in 2022
• New Signage
for 2024
• Will return to
City Council at a
future date
Rode.o Drive Holiday
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BEVERLY CANON GARDENS
Pending updated renderings
BEVERLY CANON GARDENS
PROJECTION MAPPING
PROJECTION MAPPING
• Electricity will be
accessible to special
events to further
reduce greenhouse
• Cost: $115,000
• 2022 and 2023 – Diesel Generators
• Appx 5 metric tons of Carbon Dioxide each year
• Carbon emissions equivalent to a passenger car driving continuously for a year
• Infrastructure improvement to provide enough power
through the City’s 100% renewable electricity
PROPOSED SCHEDULE
• Installed by – Sunday, November 10 (for review and punch list) • Lighting Celebration – Thursday, November 14
• Thanksgiving Day – Thursday, November 28
• Christmas Day – Wednesday, December 25
• Hanukkah – Wednesday, December 25 through Wednesday, January 1, 2025 • Menorah Lighting Ceremony at Beverly Gardens Park
• Friday, December 27 (3rd night)
• Removal of lights and décor to begin – Sunday January 5, 2025
FISCAL IMPACT
Item Options Estimates
Wilshire Spans Updated Warm White and Blue LED Lights $ 85,000 S. Beverly Dr. New Canopy Décor – Warm-White Starlight
Spheres
$ 250,000
Beverly Cañon
Gardens
White Tree and Décor Package $ 250,000
Projection Mapping New content in same location $ 750,000 Power Upgrade Upgraded power service connection at City Hall $ 115,000 Total for items above: $1,450,000
Year-round Décor and Holiday decorations continuing items: $1,860,000 Total with all options and continuing items: $3,310,000 CIP BUDGET AMOUNT FOR FY 2024/25 $3,500,000
RECOMMENDATION
Staff recommends that the City Council provide direction regarding the holiday décor for 2024, including the Liaison recommendations listed below. • Wilshire Span Light Refresh
• S Beverly Dr New Décor
• Beverly Cañon Gardens Décor
• Projection Mapping
• 2024 Schedule and Hanukkah Elements
Attachment 2
CITY OF BEVERLY HILLS
DEPARTMENT OF PUBLIC WORKS
MEMORANDUM
TO: City Council Liaison / Rodeo Drive / Special Events / Holiday Program Committee
FROM: Teresa Revis, Associate Project Manager
DATE: June 12, 2024
SUBJECT: 2024 Citywide Holiday Décor
ATTACHMENTS: 1. Presentation
Introduction
This item provides the City Council Rodeo Drive/Special Events/Holiday Program Committee Liaisons of Mayor Friedman and Councilmember Wells (Liaisons) with additional information and options regarding some of the City’s 2024 Holiday Décor and requests direction from the Liaison.
Discussion
Wilshire Spans
The Wilshire spans were custom fabricated for the City in 2019 for $529,702.56. After review, staff has determined that the hardware and components of the spans are still in proper working order and can be reused this year. We do recommend re-stringing the blue lights to have a bigger impact during the days of Hanukkah. The presentation includes images of the spans with the blue off, and a rendering of the refreshed blue lights.
In 2024, Hanukkah begins on Christmas Day and ends on New Year’s Day, staff requests direction regarding which nights to turn on the blue lights. 2024 Schedule
The tentative schedule was presented to the Liaison in May with the Liaison’s agreement.
One outstanding item was the date of the City’s Hanukkah Celebration. Staff has discussed this topic with neighborhood organizations, but most have not begun planning at this time. We suggest that the Liaison provide direction on the type of event and tentative date for the Hanukkah Celebration for nightfall on Thursday, December 27 (3rd night), Monday, December 30 (6th night), or Thursday, January 2 (last night).
Beverly Cañon Gardens
At the May Liaison meeting, the favored option was the Maybourne’s White design. Staff has worked with the Maybourne team to develop some cost estimates associated with this preferred design and the City’s options.
Maybourne White: Total package: $510,000
Base Tree as seen in rendering: $225,000
Packages, Benches on ground: $50,000
Banquet Lights: $45,000
2 of 4
Patio Element (1=$25,000): $50,000
Patio additional ground elements: $140,000
The alternative City Options are all within the City’s $250,000 budget including a rented walk through element in the patio. The Maybourne White option can be installed within the City’s budget without the added ground elements and with only one patio walkthrough.
Projection Mapping
At the May meeting, the Liaison requested additional information about the projection mapping and possible alternatives. Staff discussed this with our contractor and designers that support our program and the projection mapping is considered to be the most impressive, unique and cutting edge décor/programming option available.
When the Projection Mapping was first considered, staff reviewed multiple location options and selected the City Hall Tower, north and west facing sides to optimize the view from across town and help to draw attendees the show. In 2022 we did not have a system for tracking the number of attendees. For 2023 we had a technician on-site each night who tracked the attendees at each show time. This totaled 4,300 people that stood at the primary viewing area during shows. This count does not include the numerous people that watched from further away or in their cars. The presentation includes more detail on the attendees by show
We also added the Jolly Trolly in 2023 to connect Rodeo Drive to City Hall and bring people to the show. This feature was well attended with a season total of 1,300 riders on Thursday, Friday and Saturday nights (excluding holidays).
Some options that could reduce cost for the projection mapping:
1. Reuse content (estimated savings: $150,000)
2. Reuse partial content (estimated savings between $0 and $150,000)
3. Only project onto one tower face, one set of projectors, one scaffolding tower – possible savings of $150,000)
4. Shorter run of show (start after thanksgiving through New Years, savings of $50- $75,000)
Sustainability:
The projection mapping show used diesel generators in 2022 and 2023. This used approximately 5 metric tons of carbon dioxide each year.
The City is currently working on providing enough power to switch from generators to the City’s 100% Renewable Electricity which will eliminate an amount of carbon emissions equivalent to more than one passenger car driving continuously for a year. The estimate for this electrical improvement, including contingency is $115,000. This power will run to the front lawn of City Hall and can be accessed by special events. 3 of 4
Projection Mapping Alternatives
When looking at alternatives, there are two components, first, what locations are possible and second, what would be an impressive display. While staff does believe that the projection mapping is the most unique, impressive, cutting edge holiday programming available, we have some alternatives to present to the Liaison.
For locations, staff determined that there could be opportunities to enhance more blocks of Beverly Gardens Park. Adding décor to the block between Rodeo and Beverly would enhance the connection from Rodeo Drive and the Triangle to the Lily Pond. This could be a phased install to include oversized light structures as well as interactive elements that would change colors when touched, stepped on or even when people walked past.
Examples of some of these elements are included in the presentation. This would be a multi-year investment that could be added to and adjusted each year for the life-span of each element, usually 3-5 years. Décor in Beverly Gardens Park must be owned by the City (if it is installed for more than 4 days). If this is selected, staff will further develop the design based on budget and availability, as some décor may not be available for purchase.
Fiscal Impact
There is no request for additional funding based on the items outlined above. The funding will be included in the FY 2024/2025 CIP (No. 00635) for Citywide Decorative Lighting and Holiday Decorations ($3,500,000 budget). If needed, requests for additional funding will come forward at a future date.
Staff will also return to the Liaisons at a future date to discuss the citywide holiday banner designs as well as programming or lighting ceremony requests for the 2025 holiday season.
Recommendation
At this time staff recommends that the Liaisons provide feedback regarding:
1. Refreshing the blue lights on the Wilshire Spans
2. Turning on the blue lights on the spans for the 8 nights of Hanukkah
3. Proposed dates for the Hanukkah Event
4. Beverly Cañon Gardens tree and other décor options
5. Projection Mapping or an alternative decor
4 of 4
ATTACHMENT 1
CITYWIDE HOLIDAY DÉCOR
Rodeo Drive Committee/Special Events/Holiday Program Committee June 12, 2024
Wilshire Spans
Night View
Wilshire Spans
2024 Proposed Schedule
Night View
Proposed 2024 Holiday season décor dates:
• Installed by – Sunday, November 10, 2024 (for review and punch list prior to Lighting Event) • Lighting Event – Thursday, November 14, 2024
• Thanksgiving Day – Thursday, November 28, 2022
• Christmas Day – Wednesday, December 25, 2024
• Hanukkah – Wednesday, December 25, 2024 through Wednesday, January 1, 2025 • Menorah Lighting Ceremony – tbd at Beverly Gardens Park Thursday, December 27 (3rd night), Monday, December 30 (6th night) or Thursday, January 2 (last night). • New Year’s Day – Wednesday, January 1, 2025
• Removal of lights and décor to begin – Thursday, January 2, 2025 Beverly Cañon Gardens
Option 1 Option 2 Option 3 Option 4 Option 5
Topiary Scroll Gold Pinecone Cool White Star Maybourne Red Maybourne White Beverly Cañon Gardens
Maybourne White
Total Package $510,000
Tree as rendered $225,000
Patio Walk-through $25,000 each
Banquet Lights from tree to corners of grass $45,000
Ground elements around the tree $50,000
Ground Elements around the patio element $140,000
Each of the other tree options are within the budget with one patio walk-through City Budget for décor in the Park: $250,000
Projection Mapping
Night View
Options Reviewed Prior to 2022 Holidays
Projection Mapping - Location and Duration
Nightly show from November 17 through January 1 (46 days) Location Cost
Option 1: Tower $450,000 - $550,000
Option 2: Corner $650,000 - 750,000
Option 3: Tower and Wings $650,000 - 750,000
Option 4: Combination $850,000 - $1,000,000
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16 96
138
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42 59
36 82 80
223
283
242
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183
103
145
215
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100
150
200
250
300
Attendees
Projection Mapping – 2023
Projection Mapping – 2023
0 200
400
600
800
1000
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Attendees by Day of the Week
Attendees
0 100
200
300
400
500
600
700
800
6:00 PM 6:30 PM 7:00 PM 7:30 PM 8:00 PM 8:30 PM 9:00 PM 9:30 PM Attendees by Time of Show
Attendees
• 4,288 attendees
• 46 nights, 8 shows per night
I I I ■
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Projection Mapping – 2023 • Jolly Trolley
• 23 nights of service, 6 to 9 pm
• 2 stops – Rodeo/Dayton and
Crescent/N. SMB
• Total Riders: 1,336
• Average 55.67 riders per night
Projection Mapping – Cost Saving Options
Options Estimated Savings
Reuse content $150,000
Reuse partial content Between $0 and $150,000
Only project onto one tower face, one set of
projectors, one scaffolding tower
Up to $150,000
Shorter run of show (start after Thanksgiving
through New Years)
$50,000 - $75,000
2023 Citywide Décor Map
• City Hall-Unwrap the
Magic Projection Show
• Christmas Tree Display
8 Lights on the Lily Pond
A Glowing Gardens al
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• Menorah Display
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Giant Neon Tree(s)
Brightly Lit and Animated Trees
Northern Lights
Winter Waves
Oversized Wildlife
Gingerbread Town
Walkthrough Arches
Giant Tunnels
Recommendation
Staff recommends that the Liaisons provide feedback regarding:
1. Refreshing the blue in the Wilshire Spans
2. Turning the blue lights on the spans for the nights of Hanukkah
3. Proposed dates of the Hanukkah Event
4. Beverly Cañon Gardens tree and other décor options
5. Continue Projection Mapping or an alternative