STAFF REPORT
Meeting Date: June 27, 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 Committee Regarding the 2024 Rodeo Drive Holiday Decor Proposal
Attachments: 1. Proposal from Rodeo Drive Committee for Rodeo Drive Holiday Décor 2024
2. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee Report from June 12, 2024 (without
attachments)
INTRODUCTION
This item provides a recommendation of the Beverly Hills City Council Rodeo Drive / Special Events / Holiday Program Committee, Mayor Friedman and Councilmember Wells, regarding the Rodeo Drive Committee’s proposed holiday décor, and approval of a Fiscal Year 2024-2025 Purchase Order in a not-to-exceed amount of $524,502 for holiday décor on Rodeo Drive. With approval of the overall theme and design of the décor, the holiday lighting celebration kickoff event and banner design will return at a later date.
DISCUSSION
Each year the City sponsors a signature holiday program designed to celebrate the season and attract visitors from around the region to shop, dine and stay in Beverly Hills.
On June 12, 2024, the Beverly Hills City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee (Liaisons), Mayor Friedman and Councilmember Wells reviewed the proposal from the Rodeo Drive Committee (RDC) for the 2024 Holiday Décor elements. The various Citywide Holiday Decor elements are reviewed separately by the Liaisons.
The Rodeo Drive Holiday Lighting kickoff celebration, tentatively set for Thursday, November 14, 2024, based on a recommendation from the Liaisons, will return in a following meeting, as the décor elements require a longer lead time for custom manufacturing and procurement. Should Council approve of the theme and elements of the décor, the banner design along with the Holiday Lighting kickoff event proposal will be brought back to Council at a later date.
BEVERLV
HILLS
di
Meeting Date: June 27, 2024
Each year, the RDC curates unique décor for Rodeo Drive, this year proposed to be displayed and lit from November 14, 2024 until January 5, 2024. The RDC proposed two theme names for the holiday décor, and the Liaisons agreed with the RDC to recommend “Rodeo Nights, Holiday Lights!”.
The proposal (Attachment 1) includes a change from the previous few years, in that instead of only vignette scenes on platforms per median, the entire median is proposed to be decorated with largescale vintage-inspired brightly colored ornaments, icicles, tree toppers and LED “firework” style pieces. All of the elements include both lighting and brightly colored sparkle, in order to make an impact during both the day, and at night.
Each piece varies in height, with an average height of 15 feet, and covering about 48- foot sections of the median, creating a full, largescale display. In total, the 9 medians covered with décor will span approximately 432 feet down Rodeo Drive, making for a larger, more impactful display.
Variations on the theme for these vignettes include large ornaments featuring an interior oversized accessory (such as a handbag, watch or shoe), tree-topper style pieces featuring the Beverly Hills shield, and a double-sided ribbon that would include messages such as “Happy Hanukkah” and the theme: “Rodeo Nights, Holiday Lights!”.
Much like all the holiday décor, the ribbon would actually be made of durable material suitable for outdoors, not fabric, and be lit. It should be noted that for the Hanukkahfocused vignettes, and/or throughout the décor down the medians, staff recommends elements of Hanukkah potentially be included, such as a menorah in the same vintage style and bright colors, which the Liaisons agreed to in their recommendation.
In addition to the custom décor proposal for this year, the median décor is proposed to once-again be complemented by warm white palm tree lighting around the trunks, “dripping” lights in the tree canopies, and a sparkling cascade of lights throughout the rosebushes, similar to last year.
The Rodeo Drive Committee and its vendors, Rachel Verne (public relations) and BOLD LA (social media agency), as well as the Beverly Hills Conference and Visitors Bureau, the Beverly Hills Chamber of Commerce, and the City of Beverly Hills, will be planning and executing a coordinated marketing plan that includes social, digital, and print media for the entire holiday season of décor and special programing. More details on the promotion and noticing of the Holiday Lighting Celebration will be available when the full Holiday Lighting Celebration event is brought back to Council for full approval. A banner design will likewise be brought once a theme is recommended.
The proposal from the RDC also includes a request for the City to waive or absorb the required permits for installation, as well as the necessary staff time to review and approve the installation and electrical uses. All installations and lighting testing will take place overnight, to not impact the Rodeo Driver merchants.
FISCAL IMPACT
Staff has identified funding in the FY 24/25 Policy & Management budget for the Rodeo Drive holiday decor in the requested amount of $524,502. The total Rodeo Drive holiday budget that includes the celebration event will be brought back at a later time.
The 2024 Rodeo Drive Holiday Decor and Rodeo Drive Holiday Lighting Celebration are funded by the Tourism and Marketing budget (00101311) with Transit Occupancy Tax (TOT) funds. Funding is available to cover the decor funding request by the RDC of $524,502. The FY 24/25 budget includes contingency funding for other Tourism & Marketing events and programs (including Holiday Lighting Celebration and Rodeo Drive Meeting Date: June 27, 2024
Holiday Décor for Holidays 2025) in the amount of $1,525,151. For reference, the 2023 costs for the previous RDC Holiday Décor totaled $485,960, with the increase accounted for by completely filling the median with décor rather than just with platforms, as well as increases in labor and materials. A full year-over-year comparison of the previous RDC Holiday budgets is the last page of Attachment 1.
Funding for the Rodeo Drive Holiday décor, as well as the Rodeo Drive Holiday Lighting Celebration, comes from TOT. The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the 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 approximately 26 years.
The Finance Department is currently forecasting 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 this funding would be allocated for various programs and partner agreements as shown below:
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
The City of Beverly Hills has an existing contract with J. Ben Bourgeois Productions, Inc. (JBB) for event management services. JBB has been the selected vendor for Rodeo Drive Holiday Décor and Rodeo Drive Holiday Lighting celebrations since 2019. For reference, the last page of Attachment 1 to this report shows a cost comparison to previous Rodeo Drive Holiday Décor budgets from 2019 to current, and the kickoff event and programming comparison will be brought back to Council at a later date.
RECOMMENDATION
It is recommended that the City Council provide feedback regarding the 2024 Rodeo Drive Décor theme and designs for the recommended theme “Rodeo Nights, Holiday Lights!” and approval of a Fiscal Year 2024-2025 Purchase Order in a Not-to-Exceed Amount of $524,502 to J. Ben Bourgeois Productions, Inc. for the Rodeo Drive Holiday Meeting Date: June 27, 2024
Décor on Rodeo Drive. The Holiday Lighting Celebration and banner designs will be brought back to Liaisons, then Council, for separate review and approval.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
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”Rodeo Nights,
Holiday Lights!”
SET+STAGE CREATIVE
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***Above represents a 48’ section of Rodeo Drive median Overview • NO PLATFORMS
• Average display height per
section is 15 feet and spreads
out over 48-foot median
sections.
Featured Ornaments:
• 4’ diameter vintage inspired
ornaments featuring an
interior oversized accessory
highlighted with LED lights.
• 10’ tall Tree Toppers
• 8’ and 10’ tall colorful icicle
“Swirls”
• 3’ tall/wide colorful vintage
inspired accent ornaments.
• 6’, 8’, 12’ tall LED customizable
“Fireworks.”
24%%g.- 7€
C: I I II
Vignette 1 (Tree Topper in Pink) Vignette 2
Vignette 3 - Hanukkah Vignette 1 (Tree Topper in Green) Vignette 1 (Tree Topper in Pink) Vignette 2
Vignette 4 – Rodeo Nights, Holiday Lights Vignette 1 (Tree Topper in Green) 200, 300 and 400 blocks of Rodeo Drive
Vignette 1
Pink Topper
Vignette 1
Green Topper
Vignette 1
Pink Topper
Vignette 1
Green Topper
Vignette 3
Hanukkah
Vignette 4
Happy Holiday
Vignette 2
Purple
”Accessory”
Topper
Vignette 2
Purple
”Accessory”
Topper
Vignette 3
Hanukkah
Proposed Layout
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SET+ STAGE CREATIVE
LOS ANGELES
Vignette 1: (Pink/Green)
- 10’ tall center “tree topper” featuring
the Beverly Hills Shield.
- 4’ Diameter vintage inspired
ornament featuring an interior
oversized accessory highlighted with
LED lights
- 3’ tall/wide colorful vintage inspired
ornaments
- 6’, 8’ and 12’ tall, customizable LED
“Fireworks”
- 4 TOTAL
Décor Details
***Above represents a 48’ section of Rodeo Drive median SET+ STAGE CREATIVE
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Vignette 2: (Tree Topper w/
Accessory)
- 10’ tall vintage inspired tree
topper featuring an interior
oversized accessory
highlighted with LED lights
- 3’ tall/wide colorful vintage
inspired ornaments
- 8’ and 10’ tall Icicle “Swirls”
- 6’, 8’ and 12’ tall,
customizable LED
“Fireworks”
- 2 TOTAL
Décor Details
***Above represents a 48’ section of Rodeo Drive median SET+ STAGE CREATIVE
LOS ANGELES
Above represents a 48’ section of Rodeo Drive median
Vignette 3: Happy Hanukkah
- NO STAGE
- 16’ long x 4’ tall double-sided blue ribbon that reads “Happy Hanukkah”
- 3’ wide colorful vintage inspired ornaments
- 8’ and 10’ tall Icicle “Swirls”
- 6’, 8’ and 12’ tall, customizable LED “Fireworks”
- 2 TOTAL
Vignette 4: Rodeo Nights, Holiday Lights
- NO STAGE
- 16’ long x 4’ tall double-sided blue ribbon that reads “Rodeo Nights, Holiday Lights”
- 3’ wide colorful vintage inspired ornaments
- 8’ and 10’ tall Icicle “Swirls”
- 6’, 8’ and 12’ tall, customizable LED “Fireworks”
- 1 TOTAL
Décor Details
***Above represents a 48’ section of Rodeo Drive median SET+ STAGE CREATIVE
LOS ANGELES
The center median Palm Trees will be wrapped in warm white light and dripping with running lights as the white rosebushes are emersed in a cascade of sparkling lights Center Median Illumination
CITY OF BEVERLY HILLS
RODEO DRIVE HOLIDAY DÉCOR & PALM TREE LIGHTING
THEME: "TBD"
DISPLAYED: Thursday, November 14, 2024 - Sunday, January 5, 2025 INSTALLATION: November 6 - 10, 2024
REMOVAL: January 5-7, 2025
ESTIMATED
1 CENTER MEDIAN LIGHTING - Palm Trees, Rose Bushes & Scenic Decor Lighting Elements $94,270.00 2 Palm Tree & Rose Bush Lighting, Rain Drop Lights & Scenic Décor Fixture Lighting 3 CENTER MEDIAN HOLIDAY DÉCOR ELEMENTS - Oversized Ornaments, Tree Toppers & Starbursts $324,655.00 4 (9) 48' Design Vignettes - Ornaments, Icicles, Ribbon Fiberglass, Labor & Design 5 CENTER MEDIAN PROTECTION ELEMENTS - Securing Design Elements, Decor & Props $15,235.00 6 Cables, Anchoring, Cart, Labor & Maintenance
7 $4,605.00
8 CAD Drawing, Power Distro Plan, Operation & Labor (Power Provided by City of BH) 9 PRODUCTION LABOR & EXPENSES - Management $52,236.00
10 Pre Production Labor, Onsite Labor, Communications, Insurance & Production Coordinators 11 SECURITY & TRAFFIC MNGT. - Rodeo Drive $21,541.00
12 Security for Load in and strike, Traffic Control Mngt./Lane Closure Labor & Coordination 13 CREATIVE DESIGN & PRINTING $11,960.00
14 Printing, Presentations, Graphic Design/Labor Fees and Center Median Signage 15 PERMITS - City of Beverly Hills CITY OF BH
16 TCO's, Street Permits, Public Right of Way, etc.
17 $524,502.00
POWER AND ELECTRICAL DISTRIBUTION - Center Median Power Plan GRAND TOTAL - DÉCOR BUDGET
Budget Comparison 2019-2024
Rodeo Drive
Holiday Decor
Holiday Lighting
Celebration Event Total
2019 $360,248 $959,789 $1,320,037
2020 $352,702 N/A* $352,702
2021 $397,189 $541,276** $938,465
2022 $449,592 $903,780 $1,353,372
2023 $485,960 $958,493 $1,444,493
2024 $524,502 TBD TBD***
*There was no holiday lighting celebration in 2020 due to COVID **Significant discounts were offered for a smaller event in 2021 by several vendors and subcontractors as business was just returning from the pandemic
***Currently in FY 24/25 there is Contingency Funding for other Tourism & Marketing Events (including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2025) in the amount of $1,578,396 6 a8,GN
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Attachment 2
CITY OF BEVERLY HILLS
POLICY AND MANAGEMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee
FROM: Magdalena Davis, Community Services Manager
DATE: June 12, 2024
SUBJECT: Proposal for Rodeo Drive Holiday Décor 2024
ATTACHMENT: 1. Presentation from Rodeo Drive Committee for Rodeo Drive Holiday Décor 2024
INTRODUCTION
This report provides the Beverly Hills City Council Liaison/Rodeo Drive/Special Events/Holiday Program Committee (Liaisons) of Mayor Friedman and Councilmember Wells with an overview of the proposed Rodeo Drive holiday décor and lighting for the 2024 season, including proposed themes, a waiver of permit fees, and budget for review. It should be noted that Rodeo Drive holiday banner designs and the proposal for a Holiday Lighting Kickoff on Rodeo Drive on Thursday, November 14, 2024, will be presented separately at a later date.
DISCUSSION
Each year the City sponsors a signature holiday program designed to celebrate the season and attract visitors from around the region to shop, dine and stay in Beverly Hills. The various Citywide Holiday Decor elements are reviewed separately by the Liaisons. This report provides the proposal from the Rodeo Drive Committee (RDC) for the Rodeo Drive holiday décor for the 2024 season.
The Rodeo Drive Holiday Lighting celebration, tentatively set for Thursday, November 14, 2024, based on a recommendation from the Liaisons, will return in a following meeting, as the décor elements require a longer lead time for custom manufacturing and procurement. Should the Liaisons approve of the theme and elements of the décor, the banner design along with the Holiday Lighting celebration proposal will be brought to the Liaisons prior to the full Council.
Each year, the RDC curates unique décor for Rodeo Drive, proposed to be displayed and lit from November 14, 2024 until January 5, 2024. This year’s Rodeo Drive holiday décor has two theme names for Liaison review: either “Merry & Bright, a Shopping Delight!” or “Rodeo Nights, Holiday Lights!”.
The proposal (Attachment 1) includes a change from the previous few years, in that instead of vignettes on platforms per median, the entire median is proposed to be decorated with largescale vintage-inspired brightly colored ornaments, icicles, tree toppers and LED “firework” style pieces. All of the elements include both lighting and brightly colored sparkle, in order to make an impact during both the day, and at night. Each piece varies in height, with an average height of 15 feet, and covering about 48-foot sections of the median, creating a full, largescale display.
Variations on the theme for these vignettes include large ornaments featuring an interior oversized accessory (such as a handbag, watch or shoe), tree-topper style pieces featuring the Beverly Hills shield, and a double-sided ribbon that would include messages such as “Happy Hanukkah” and the theme: “Merry & Bright, a Shopping Delight!” or “Rodeo Nights, Holiday Lights!”. Much like all of the décor made for Rodeo Drive, the ribbon would actually be made of durable material suitable for outdoors, not fabric, and be lit. It should be noted that for the Hanukkah-focused vignettes, and/or throughout the décor down the medians, staff recommends elements of Hanukkah potentially be included, such as a menorah in the same vintage style and bright colors, with the Liaisons recommendation.
In addition to the custom décor proposal for this year, the median décor is proposed to onceagain be complemented by warm white palm tree lighting around the trunks, “dripping” lights in the tree canopies, and a sparkling cascade of lights throughout the rosebushes, similar to last year.
The Rodeo Drive Committee and its vendors, Rachel Verne (public relations) and BOLD LA (social media agency), as well as the Beverly Hills Conference and Visitors Bureau, the Beverly Hills Chamber of Commerce, and the City of Beverly Hills, will be planning and executing a coordinated marketing plan that includes social, digital, and print media for the entire holiday season of décor and special programing. More details on the promotion and noticing of the Holiday Lighting Celebration will be available when the full Holiday Lighting Celebration event is brought back to the Liaisons for review. A banner design will likewise be brought once a theme is recommended.
The proposal from the RDC also includes a request for the City to waive or absorb the required permits for installation, as well as the necessary staff time to review and approve the installation and electrical uses. All installations and lighting testing will take place overnight, to not impact the Rodeo Driver merchants. A full request for any additional waivers for the lighting celebration will be brought back to the Liaisons with the event program proposal.
FISCAL IMPACT
Staff has identified funding in the FY 24/25 Policy & Management budget for the Rodeo Drive holiday decor in the requested amount of $524,502. The total Rodeo Drive holiday budget that includes the celebration event will be brought back at a later time.
The 2024 Rodeo Drive Holiday Decor and Rodeo Drive Holiday Lighting Celebration are funded by the Tourism and Marketing budget (00101311) with Transit Occupancy Tax (TOT) funds.
Funding is available to cover the decor funding request by the RDC of $524,502. For reference, the 2023 costs for previous RDC Holiday Décor totaled $485,960. The FY 24/25 budget includes contingency funding for other Tourism & Marketing events and programs (including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2025) in the amount of $1,578,396. A full year-over-year comparison of the previous RDC Holiday budgets is the last page of Attachment 1.
It should be noted that funding for the Rodeo Drive Holiday décor, as well as the Rodeo Drive Holiday Lighting Celebration, comes from TOT.
The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the 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 approximately 26 years.
The Finance Department is currently forecasting 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 this funding would be allocated for various programs and partner agreements as shown below:
Description of Program to be Funded from
Tourism & Marketing Budget (TOT)
Potential Budget
Allocation
FY 24/25
Previous Budget
Allocation
FY 23/24
Intellectual Property Legal Services $100,000 $100,000
Conference & Visitors Bureau
Requested funding for FY 24/25
Work Plan
$4,987,891 $4,809,410
Rodeo Drive Committee
Requested funding for FY 23/24 Work
Plan
$197,998 $210,998
Portion of the Beverly Hills Chamber of Commerce
Work Plan
Requested funding for FY 24/25
$120,000 $120,150
Landscape Funding for Rodeo Drive
Estimate as actual may vary $30,000 $30,000
Concours D'Elegance in 2025
Estimate based on prior year $300,000 $255,000
Contingency Funding for other Tourism & Marketing
Events (including Holiday Lighting Celebration and
Rodeo Drive Holiday Décor for Holidays 2025)
$1,578,396 $1,331,585
Total $7,314,285 $6,857,143
RECOMMENDATION
Staff requests the City Council Liaisons review and provide feedback regarding the 2024 Rodeo Drive Holiday décor, theme, and budget request as described further in Attachment 1 to this report.