STAFF REPORT
Meeting Date: September 10, 2024
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 2024 Rodeo Drive Holiday Lighting Celebration and Additional Seasonal Programming
Attachments: 1. Proposal for Rodeo Drive Holiday Lighting Celebration on November 14, 2024
2. Rodeo Drive Holiday Décor & Lighting Celebration Budget Comparison, 2019-2024
3. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee Report from August 12, 2024 (without
attachments)
4. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee Report from August 27, 2024 (without
attachments)
INTRODUCTION
This item provides a recommendation of the Beverly Hills City Council Liaison Rodeo Drive / Special Events/ Holiday Program Committee, Mayor Friedman and Councilmember Wells (Liaisons), regarding the Rodeo Drive Holiday Lighting Celebration on November 14, 2024, including a full street closure, street pole banner design on Rodeo Drive, and extended holiday programming; and approval of a Fiscal Year 2024-2025 Purchase Order in a not-to-exceed amount of $1,028,996 to J. Ben Bourgeois Productions, Inc. for the Rodeo Drive Holiday Lighting Celebration.
Liaisons reviewed and provided recommendations for the following at two meetings on August 12 and August 27, 2024:
• Full street closure of Rodeo Drive, and portions of Brighton and Dayton Way for the November 14, 2024 event
• Event elements and updated layout of the Holiday Lighting Celebration, including new stage location and entertainment schedule
• Rodeo Drive holiday banner design
• Extended holiday programming Thursday through Sundays until January 5, 2025 • Budget including permit and personnel waivers
Meeting Date: September 10, 2024
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 27, 2024, the Beverly Hills City Council reviewed and approved the proposal from the Rodeo Drive Committee (RDC) for the 2024 Holiday Décor elements, themed “Rodeo Nights, Holiday Lights”. The Citywide Holiday Decor elements were also approved by Council on June 27, 2024.
Approved Rodeo Drive décor theme “Rodeo Nights, Holiday Lights” includes the following elements:
• Rodeo Drive Holiday Decor lit from November 14, 2024 - January 5, 2025 • Cascading-style palm tree lights
• Lights draped throughout rose bush landscaping
• Oversized vintage-style ornaments décor down the entire length of the Rodeo Drive median
This approval request is specific to the Rodeo Drive Holiday Lighting Celebration, proposed for Thursday, November 14, 2024 (Attachment 1), including street closures and event elements. Additionally, the RDC also requests approval of the street-pole banner design, as well as extended programming throughout the holiday season, and approval of a purchase order for the above holiday items.
Event Street Closures
Liaisons recommended the requested full street closures from Wednesday, November 13 at 9pm until Friday, November 15 at 6am:
• Rodeo Drive from S. Santa Monica Boulevard to Wilshire • Dayton Way from Rodeo Drive to the alleyways to the East and West • Brighton Way from Rodeo Drive to the alleyways to the East and West • Access to the Rodeo Collection Garage on the 400 block will be discussed with impacted tenants and maintained as long as possible, safely • Access to the City’s Brighton Garage and Two Rodeo Garage will be maintained through the alleyways.
Event Elements and Layout
The Rodeo Drive Committee proposed elements of the event that the Liaisons recommended included the event on Thursday, November 14, 2024 on Rodeo Drive from 5pm-8pm. A notable change from previous’ years requested programming is to return to one stage, with its location on Brighton Way at Rodeo Drive. After discussion, Liaisons agreed to the request, as the RDC expressed the desire for a change that would make for a safe and better visual guest experience with more room in the intersection than the previous location for more people to have an uninterrupted sightline. It would also provide a more centralized location for entertainment down the three blocks of Rodeo Drive, not leaving one end or the other as the main location.
With one centralized stage, the Liaisons recommended the RDC’s other notable change to the layout: two wine gardens with large, oversized LED screens showing the stage entertainment, bookend on Rodeo at S. Santa Monica Blvd. (the 400 block), and Rodeo at Wilshire Blvd. (the 200 block), with more guest seating and photo backdrops on each the 400 and 200 blocks. The two wine gardens would work each with a local restaurant.
For dinner options, food trucks (with at least one Kosher food option) as well as promotion of local Beverly Hills restaurants with a BH Restaurant Guide created by the Chamber of Commerce will be available.
Meeting Date: September 10, 2024
Entertainment Timeline and Additional Entertainment Options The RDC confirmed that their request for entertainment this year did not include in the schedule or budget a headline performance, preferring instead to focus on a robust timeline of entertainment throughout the evening, highlighting local community moments and performances, and bring back guest-favorites such as fireworks, for the proposed budget.
The Liaisons supported the following proposed festive entertainment from the RDC in the following schedule.
5:00-6:00pm:
• DJ Z playing musical holiday tracks from the stage
• Candy Cane street sweepers down Rodeo Drive
• Inflatable Reindeer photo set with Reindeer attendants and Holiday Helpers for guest photo moments at a stationary location
• Interactive Nutcracker stilt performer, roller skating performers, a bike-propelled oversized platform performer on a grand scale, and a rolling bell ring performer that will roam all 3 blocks to delight all ages. It should be noted these roaming performers rotate and continue throughout the entire evening. 6:00-7:00pm:
• MC Cory on stage, introducing and transitioning the following acts:
• Red Hot Holiday 8-piece band
• Blue Grass Strings
• Holiday Harmony Carolers
• Yuletide Irish Dance Ensemble
• Leading up to Council on stage with remarks from Mayor Friedman, before a “push the button” moment - the grand illumination of Rodeo Drive holiday décor 7:00-8:15pm:
• Dubbed Comm”Unity”, a highlighted performance would be local ones, featuring Beverly Hills High School performing arts and music programs, and the Scattertones UCLA Acapella group
• Holiday Trio with Crooner
• Candy Cane street sweepers flash mob surprise on stage • Holiday ballroom dancers
• NBC “Songland” winner Greg Scott and “American Idol” finalist Vonzell Solomon • Grand finale to the evening featuring the arrival of Santa Claus and a Fireworks Finale
During the Liaison meeting it was noted by the RDC that a headliner does not necessarily generate additional guests to the event, as the debut of the holiday décor on Rodeo Drive and the community nature of the event are greater attractions. The RDC offered two options that could be added on top should the schedule above not have enough wow moments. Liaisons declined to recommend either additional entertainment option, a headliner or a drone show, agreeing that a headliner was not the main focus of the event, and prudent to focus on either fireworks or a drone show, not both.
Rodeo Drive Banners
The additional décor element for Council approval are street-pole banners that match the theme “Rodeo Nights, Holiday Lights’, with elements of the vintage ornaments, and ribbonlike text that echoes, but does not duplicate, the median décor elements.
Meeting Date: September 10, 2024
Liaisons provided the feedback that the initial proposed banner design did not reflect the vintage, elevated feel of the approved “Rodeo Nights, Holiday Lights” décor theme, and that the font should be easy to read while also appearing elegant. The RDC edited their design to incorporate those comments, and the recommended design has the City shield and Rodeo Drive logo easy to read from either a passing car or pedestrian.
In total, 28 banners of this design (Attachment 1) will be placed exclusively on Rodeo, on both the center median dual poles, and the sidewalk single poles.
Extended Holiday Programming
As in past years, the RDC has proposed extended holiday programming for Rodeo Drive, with custom playlists curated by “DJ Z”. It should be noted that Liaisons confirmed the additional cost of one week longer of programming, given the kickoff is 2 weeks before Thanksgiving, and Hanukkah lasts until January 2, 2025. That cost of $3,168 higher, compared to 2023, and can be viewed on the budget comparison slide (Attachment 1).
RDC is seeking approval for the following for extended programming:
• A curated Holiday themed playlist by DJ Z to play for 8 weekends throughout the holiday season on Rodeo Drive (from the weeks of November 14, 2024 to January 5, 2025)
• Music will be specially curated to blend the transitions between songs, not overlyrepeat songs (based on businesses’ feedback), and include a mix of holiday classics, Hanukkah, and Christmas tunes
• Thursdays-Fridays from 3-8pm
• Saturdays-Sundays from 11am-7pm
• With onsite technician for setup, tear down, sound quality, and to troubleshoot any issues
Budget, Permit & Personnel Waivers
Staff has identified funding in the FY 2024-25 budget for the Rodeo Drive Holiday Lighting Celebration funding request of $1,028,996. The proposal from the RDC also includes a request for the City to waive or absorb fees. Those include costs for labor for police, fire, public works personnel, as well as permits. The total estimated cost for fee waivers and personnel is $61,565 based on the current fee schedule.
For reference, the previous costs for the 2023 RDC Holiday Lighting Celebration totaled $1,000,547.50, and the décor cost $485,960, for a total of $1,486,507.50. The Holiday Lighting Celebration for 2023 was originally approved at $958,493, however rain contingencies, as well as some additional expenses from the selected headliner had additional costs of $42,054.50 for total actual event expenses of $1,000,547.50. This year’s budget includes the upgrades for all-weather equipment already, and the RDC made note that they have been mindful to shift other categories of funding to accommodate a robust schedule of entertainment, an additional wine garden and seating, the one stage, and other year-over-year increases to labor (particularly overnight shifts) and rentals.
A full comparison of the budgets from 2023 to 2024 can be found on the last page of Attachment 1, and a year-over-year total budget comparison for both décor and the lighting celebration from 2019-2024 can be found in Attachment 2.
Rachel Verne (RDC public relations agency) and BOLD LA (RDC Social Media Agency), as well as the Beverly Hills Conference and Visitors Bureau, the Beverly Hills Chamber of Commerce, led by the City of Beverly Hills, will be planning and executing a coordinated Meeting Date: September 10, 2024
marketing plan that includes social, digital, and print media. Noticing through mailers and advertisements will also be executed to inform the community about street closures and fireworks, as well as invite residents and businesses to join the event. These costs are already included in the partners’ budgets, and Policy and Management budget.
The RDC has also requested City Council support to absorb the cost of local print advertisements in the three local newspapers for Beverly Hills specific community marketing and publicity initiatives as in years past. Funding is available for local advertisements in the current approved Policy and Management budget.
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 $1,028,996. Including the Rodeo Drive holiday décor budget of $524,502, the cost would total $1,553,498 for the 2024 holidays.
The 2024 Rodeo Drive Holiday Decor and Rodeo Drive Holiday Lighting Celebration are funded by the Tourism and Marketing divisional budget, including Transient Occupancy Tax (TOT) funds. Funding is available to cover the total holiday funding request by the RDC of $1,553,498. The FY 24/25 budget includes contingency funding for other Tourism & Marketing events and programs (including Holiday Lighting Celebration and Rodeo Drive Holiday Décor).
Funding for the Rodeo Drive Holiday décor, as well as the Rodeo Drive Holiday Lighting Celebration, is partially funded 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. Oneseventh 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 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, and this contract goes out for RPF every 2-3 years. Liaisons agreed to the recommendation that this report include a purchase order for the services.
RECOMMENDATION
Staff requests the City Council review and approve regarding the 2024 Rodeo Drive Holiday Lighting Celebration event, including:
• Full street closure of Rodeo Drive, and portions of Brighton and Dayton Way for the November 14, 2024 event
• Event elements and updated layout of the Holiday Lighting Celebration, including new stage location and entertainment schedule
• Rodeo Drive holiday banner design
• Extended holiday programming Thursday through Sundays until January 5, 2025 • Budget including permit and personnel waivers
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
J. Ben Bourgeois Productions, Inc.
Thursday, November 14, 2024
Center Median
Center Median Sidewalk
5:00PM – 6:00PM
❖ DJ - Musical Holiday Tracks
❖ Candy Cane Street Sweepers
❖ Inflatable Reindeer Photo Set
❖ Reindeer Attendants & Holiday Helpers
❖ Nutcracker Stilts
❖ Roller Skating Performers
❖ Bike Propelled Platform
❖ Rolling Bell Ring Performer
6:00PM – 7:00PM
❖ MC Cory
❖ Red Hot Holiday Band
❖ Blue Grass Strings
❖ Holiday Harmony Carolers
❖ Yuletide Irish Dance Ensemble
❖ Remarks from Mayor Friedman
❖ “Push the Button” - Illumination of Rodeo Drive
7:00PM – 8:15PM
❖ ScatterTones – UCLA Acapella Group
❖ Beverly Hills High School – Featured Musicians
❖ Holiday Trio with Crooner
❖ Street Sweepers - Flash Mob Dancers
❖ Holiday Ballroom Dance with Vocals
❖ NBC “Songland” Winner – Greg Scott
❖ “American Idol” Finalist – Vonzell Solomon
❖ Santa Claus Arrival
❖ Fireworks Finale
▪ Chamber of Commerce to promote the event on their main social media channels of Instagram, Facebook, Twitter, and on NowBeverlyHills channels of Instagram and Facebook ▪ Chamber to feature the event in upcoming eNewsletters for members and nonmembers (with a distribution size of ~10,000 email subscribers) ▪ Chamber to feature the event in upcoming eNewsletters for NowBeverlyHills (with a distribution size of ~5,000 email subscribers). Promotion of the event in the NowBeverlyHills newsletter and on NowBeverlyHills social media channels a week to 10 days out.
▪ Chamber to do a restaurant guide of where to eat on event night, including kid friendly restaurants, and reach out to Chamber members to coordinate calendars to avoid conflicts with businesses.
▪ Chamber will announce the event during upcoming committee meetings, and meetings with businesses to additionally promote the event.
▪ CVB will create an event listing on
LoveBeverlyHills.com with pertinent information
and link to RDC website for more information.
▪ CVB will promote the event on their social media
channels, including Instagram, Facebook, Twitter,
TikTok and Pinterest. Social media posts will link
to CVB event page, where applicable.
▪ CVB will also create an event image “slider” on
their website home page which will link to the
event page listing.
▪ CVB will feature the event in their upcoming
Visitor, Media, Trade and Partner eNewsletters
with a total delivered distribution size of ~32,000
opt-in subscribers.
▪ CVB will create Rodeo Drive Holiday Lighting
Celebration and holiday destination videos to be
promoted and distributed via its owned channels
and paid media partners
▪ CVB will create a holiday itinerary, including the
Rodeo Drive Holiday Lighting Celebration and all
relevant events, throughout the season which will
be featured prominently on our website and
promoted via our social media and newsletter
channels.
▪ CVB intends to launch a custom holiday campaign
on November 11 through December 31, pending
the national mood following the November 5th
U.S. presidential election, featuring destination
content and hotel offerings with a media buy
targeting drive-market consumers to stay, shop,
dine and play in Beverly Hills during the holiday
season.
▪ CVB is evaluating working with an influencer to
visit and experience Beverly Hills during the
holiday season; content would be promoted via
influencer and in our owned channels.
Holiday Themed Playlist By DJ Z -
Plays every Thursday to Sunday
throughout the holiday season from
November 15, 2024 through January
5, 2025.
Thursday & Friday
3:00 pm – 8:00 pm
Saturday & Sunday
11:00 am – 7:00 pm
Attachment 2
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 $1,000,547*** $1,486,507
2024 $524,502 $1,028,966 $1,553,468
*There was no holiday lighting celebration in 2020 due to COVID **Significant discounts were offered for the smaller event held in 2021 by several vendors and subcontractors as business was just returning from the pandemic
***Rain contingencies, as well as additional expenses from the selected headliner added to the original $958,493 budget 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 Services Manager
DATE: August 12, 2024
SUBJECT: Proposal from the Rodeo Drive Committee for the 2024 Rodeo Drive Holiday Lighting Celebration on November 14, 2024, and Additional Holiday Programming
ATTACHMENT: 1. Proposal for Holiday Lighting Celebration on November 14, 2024
2. June 27, 2024, Council Report – Rodeo Drive Holiday Décor
INTRODUCTION
This report provides the City Council Liaison /Rodeo Drive/Special Events Holiday Program Committee of Mayor Friedman and Councilmember Wells with an overview of the proposed Rodeo Drive Holiday Lighting celebration to occur on the evening of Thursday, November 14, 2024.
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 27, 2024, the Beverly Hills City Council reviewed and approved the proposal from the Rodeo Drive Committee (RDC) for the 2024 Holiday Décor elements, themed “Rodeo Nights, Holiday Lights” (Attachment 2). The Citywide Holiday Decor elements were also approved by Council on June 27, 2024. This overview is specific to the Rodeo Drive Holiday Lighting Celebration, proposed for Thursday, November 14, 2024 (Attachment 1). Additionally, the RDC also requests a recommendation for the street-pole banner design, as well as extended programming throughout the holiday season.
Approved Rodeo Drive décor theme “Rodeo Nights, Holiday Lights” includes the following elements:
• Rodeo Drive Holiday Decor lit from November 14, 2024 - January 5, 2025 • Palm tree lights
• Lights draped throughout rose bush landscaping
• Oversized vintage-style ornaments décor down the entire length of the Rodeo Drive median
The additional décor element for Liaison review in this report are the street-pole banners that match the theme “Rodeo Nights, Holiday Lights’, with elements of the vintage ornaments, and ribbon-like text, in multiple color and style options.
The RDC’s proposed programming elements for Liaison review for the 2023 Holiday Lighting Celebration include:
• Holiday Lighting Celebration on Thursday, November 14, 2024 on Rodeo Drive from 5pm8pm • One main stage on Brighton at Rodeo with an LED screen backdrops, as well as two LED video walls at Rodeo and S. Santa Monica Blvd., and Rodeo and Wilshire • Main vocal performances from the stage around the lighting moment with City Council, dubbed Comm”Unity”, which would feature an acapella group from UCLA, and performances from BHUSD student groups
• Additional stage programming would be throughout the entire event and include the “Red Hot Holiday Band” (an 8-piece house band), NBC show “Songland” winner Greg Scott as a vocalist, Holiday Harmony carolers with a mix of holiday songs including Christmas and Hanukkah favorites, Blue Grass Strings, a Yuletide Irish Dance ensemble, Holiday Trio with Crooner, Holiday Ballroom Dancers, a flash mob by the Candy Cane Street Sweepers, all led by host Cory, who has been the emcee for the last few years • Interactive roaming performers including candy cane street sweeping dancers, themed roller-skaters, oversized bicycle with platform, and stilt performers • Photo backdrops for the public featuring an oversized inflatable, reindeer and holiday helper dressed attendants
• A Santa and Fireworks show finale
• Two Wine Gardens, partnering with local businesses, near the video walls to enjoy the stage entertainment
• Food Trucks (with at least one Kosher food option) as well as promotion of local Beverly Hills restaurants with a BH Restaurant Guide created by the Chamber of Commerce so that reservations may be made in advance
A notable change from previous’ years requested programming is to have one stage at Brighton for better safety and guest experience with more room in the intersection for viewing all of the performances. And to have a community moment in lieu of a headliner performance. Should the Liaisons recommend a grand focal moment that a headliner has provided in the past, additional options have been provided:
• One tilted performer or two sway pole performers at the Stage • Holiday Drone Show
• Headline Talent
Liaison recommendation of full street closures from Wednesday, November 15 at 9pm until Friday, November 17 at 6am is also requested:
• Rodeo Drive from S. Santa Monica Boulevard to Wilshire • Dayton Way from Rodeo Drive to the alleyways to the East and West • Brighton Way from Rodeo Drive to the alleyways to the East and West • Access to the Rodeo Collection Garage on the 400 block will be discussed with impacted tenants
• Access to the City’s Brighton Garage and Two Rodeo Garage will be maintained through the alleyways.
Extended Holiday programming for Liaison review includes:
• A curated Holiday themed playlist by DJ Z to play for 8 weekends throughout the holiday season on Rodeo Drive (from the weeks of November 14, 2024 to January 5, 2025) • Music will be specially curated to blend the transitions between songs and include a mix of holiday classics, Hanukkah, and Christmas tunes
• Thursdays-Fridays from 3-8pm
• Saturdays-Sundays from 11am-7pm
Staff has identified funding in the FY 2024-25 budget for the Rodeo Drive Holiday Lighting Celebration funding request of $1,028,996. The proposal from the RDC also includes a request for the City to waive or absorb several fees. Those include costs for labor for police, fire, public works personnel, as well as permits. The total estimated cost for fee waivers and personnel is $61,565 based on the current fee schedule.
For comparison, last year’s Holiday Lighting Celebration was approved at $958,493, however rain contingencies, as well as some additional expenses from the selected headliner had additional costs of $42,054.50 for a total cost of $1,000,547.50. This year’s budget includes the upgrades for all-weather equipment already, and does list the headliner as optional, as well as other upgrades, for review.
Rachel Verne (RDC public relations agency) and BOLD LA (RDC 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. The RDC has also requested City Council support to absorb the cost of local print advertisements in the three local newspapers for Beverly Hills specific community marketing and publicity initiatives. Funding is available for local advertisements in the current approved Policy and Management budget.
FISCAL IMPACT
Staff has identified funding in the FY 23/24 Policy & Management budget for the Rodeo Drive holiday decor in the requested amount of $1,028,996. Including the Rodeo Drive holiday décor budget of $524,502, the cost would total $1,553,498 for the 2024 holidays.
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 total holiday funding request by the RDC of $1,553,498. The FY 24/25 budget includes contingency funding for other Tourism & Marketing events and programs (including Holiday Lighting Celebration and Rodeo Drive Holiday Décor) in the amount of $1,555,151.
For reference, the previous costs for the 2023 RDC Holiday Lighting Celebration totaled $1,000,547.50, and the décor cost $485,960, for a total of $1,486,507.50. A full year-over-year comparison of the previous RDC Holiday budgets will be provided during the Liaison meeting.
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 TOT revenue budget is $51,200,000 for FY24/25, with the one-seventh amount at $7,314,285. Staff has allocated this funding for various Council-approved programs, such as the Concours D’Elegance, the Conference and Visitors Bureau work plan, the Rodeo Drive Committee work plan, a portion of the Beverly Hills Chamber of Commerce work plan, intellectual property legal services, leaving the remaining $1,555,151 for other tourism and marketing events, such as the approved 2024 Rodeo Drive Holiday Décor, and the proposed Rodeo Drive Holiday Lighting celebration.
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. The Council report will include a purchase order for the services.
RECOMMENDATION
Staff requests the City Council Liaisons review and provide feedback regarding the 2024 Rodeo Drive Holiday Lighting celebration event and street closure requests as described further in Attachment 1 to this report. If recommended by the Liaisons, Staff will bring forward an item at the August 20, 2024 City Council Meeting for the full City Council to review and approve.
Attachment 4
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: August 27, 2024
SUBJECT: Updated Proposal from the Rodeo Drive Committee for the 2024 Rodeo Drive Holiday Lighting Celebration on November 14, 2024 ATTACHMENT: 1. Updated Proposal for Holiday Lighting Celebration on November 14, 2024
2. August 12, 2024, Liaison Report
INTRODUCTION
This report provides the City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee of Mayor Friedman and Councilmember Wells with an update to the proposal for the Rodeo Drive Holiday Lighting celebration on Thursday, November 14, 2024, after the previous Liaison meeting review.
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 August 12, 2024, the Liaisons reviewed an initial proposal from the Rodeo Drive Committee (RDC) for a Holiday Lighting Celebration, following the approval of the Beverly Hills City Council for the Rodeo Drive 2024 Holiday Décor elements, themed “Rodeo Nights, Holiday Lights” (Attachment 2). These elements are separate from the Council approved Citywide Holiday Decor elements.
The RDC proposed many festive elements to the Holiday Lighting Celebration, scheduled for Thursday, November 14, 2024, at the previous meeting, however the Liaisons did not provide a recommendation to move forward to Council all of the proposed updates, requesting instead to return for a closer look at several.
Liaisons did recommend the street closures necessary for the event be approved, from Wednesday, November 13 at 9pm until Friday, November 15 at 6am for Rodeo Drive, Dayton Way and Brighton Way, allowing a fire lane on the West side for access to the Rodeo Collection garage and City garage on Brighton. Liaisons also recommended the City Partners participation from the Chamber of Commerce and the Conference and Visitors Bureau be approved.
The RDC proposed a variety of updated elements to the event, including a new stage location different from the past few years, an updated layout to include another Wine Garden, and a robust entertainment schedule, but with the options for a headliner or drone show entertainment separate for consideration. The RDC also proposed a banner design and extended holiday program through January 5, 2025, similar to previous years. Liaison review is requested for the following updated elements:
Banner Design
Liaisons provided the feedback that the initial proposed banner design did not reflect the vintage, elevated feel of the approved “Rodeo Nights, Holiday Lights” décor theme, and that the font should be easy to read while also appearing elegant. The City shield and Rodeo Drive logo should also be easy to read from either a passing car or pedestrian.
The RDC has updated the banner design to incorporate an oversized “tree-topper” style ornament that echoes, but does not duplicate, the median décor elements. Two options are provided to confirm the shield and logo are appropriately visible.
Extended Holiday Programming
The RDC has proposed extended holiday programming for Rodeo Drive, with custom playlists curated by “DJ Z”. It should be noted that the Liaisons wanted to confirm the additional cost of one week longer of programming, given the kickoff is 2 weeks before Thanksgiving, and Hanukkah lasts until January 2, 2025. That cost of $3,168 higher, compared to 2023, can be viewed on the budget comparison slide in the deck (Attachment 1).
RDC requests the Liaisons review and recommend the following for extended programming:
• A curated Holiday themed playlist by DJ Z to play for 8 weekends throughout the holiday season on Rodeo Drive (from the weeks of November 14, 2024 to January 5, 2025) • Music will be specially curated to blend the transitions between songs and include a mix of holiday classics, Hanukkah, and Christmas tunes
• Thursdays-Fridays from 3-8pm
• Saturdays-Sundays from 11am-7pm
• With onsite technician for setup, tear down, sound quality and to troubleshoot any issues Updated Layout including Stage Location and Two Wine Gardens with Adjacent Screens The RDC’s major proposed change from the past few years is in the layout of the event, to return to a one-stage layout, now located on Brighton Way facing Rodeo Drive, and add a second Wine Garden with large screens adjacent to both gardens at each end of Rodeo Drive.
Liaisons requests additional information about the stage placement, as the viewpoints of guests and the guest experience approaching the stage were a concern. The RDC agreed to provide additional context to the request, including the following:
• Guest experience with the stage at Wilshire on Rodeo Drive was inhibited by a center median dividing, the location of the necessary front of house sound/video equipment, and that all of the major lighting elements were behind the crowd with the stage in front. • There were also ADA challenges with the sidewalks becoming overly crowded for a view of the stage as the night went on, with the previous layout • The number of estimated guests with an absolutely clear view of the stage in the new layout is approximately 1200 people, compared to approximately 485 previously. • With concerns from merchants on the 300 and 400 blocks that the main stage draws guests away and down the 200 block only, and with 2 of the 4 corners of Brighton and Rodeo currently under construction, the stage would bring a lively area further down the Drive. It would also place guests in the middle of the lighting moment for the décor, rather than have it appear behind them, as with the past layout.
• The back of stage facing the approach from N. Beverly Drive is necessary so as to not block the access of the fire lane on the West side of Rodeo, that serves both the Rodeo Collection garage, and the City’s parking garage on the West side of Brighton. • The RDC has agreed with the Liaison recommendation that this guest approach from N.
Beverly (where many restaurants are) be welcoming and safe for pedestrians, and will plan signage and on-street entertainment accordingly.
• The stage has successfully been at this location nearly 10 years ago, before moving to Wilshire, without incident at the previous location.
• City staff, including Police, Fire, Public Works and Special Events has reviewed the proposed Brighton location for safety.
After feedback from guests that last year’s Wine Garden was too crowded, and at times inaccessible to additional guests with long wait times, the RDC also looked at solutions for this area. With the updated stage location, the RDC has also proposed an additional Wine Garden, for a total of two at either end of Rodeo Drive. Adjacent to the two Gardens would be large LED screens elevated above street level, so that those in the area may enjoy the on-stage entertainment.
Entertainment Timeline and Additional Entertainment Options The RDC confirmed that their request for entertainment this year did not include in the schedule or budget a headline performance, preferring instead to focus on a robust timeline of entertainment throughout the evening, highlighting local community moments and performances, and bring back guest-favorite moments such as fireworks, for the proposed budget.
For clarity, the RDC has opted to list out following festive entertainment in schedule format for Liaison review.
5:00-6:00pm:
• DJ Z playing musical holiday tracks from the stage
• Candy Cane street sweepers down Rodeo Drive
• Inflatable Reindeer photo set with Reindeer attendants and Holiday Helpers for guest photo moments at a stationary location
• Interactive Nutcracker stilt performer, roller skating performers, a bike-propelled oversized platform performer on a grand scale, and a rolling bell ring performer that will roam all 3 blocks to delight all ages. It should be noted these roaming performers rotate and continue throughout the entire evening.
6:00-7:00pm:
• MC Cory on stage, introducing and transitioning the following acts • Red Hot Holiday 8-piece band
• Blue Grass Strings
• Holiday Harmony Carolers
• Yuletide Irish Dance Ensemble
• Ending in the Council on stage with remarks from Mayor Friedman, before a “push the button” moment - the grand illumination of Rodeo Drive holiday décor. 7:00-8:15pm:
• Comm”Unity” performances from Beverly Hills High School musicians and the Scattertones UCLA Acapella group
• Holiday Trio with Crooner
• Candy Cane street sweepers flash mob surprise on stage • Holiday ballroom dancers
• NBC “Songland” winner Greg Scott and “American Idol” finalist Vonzell Solomon • Grand finale to the evening featuring the arrival of Santa Claus and a Fireworks Finale During the previous Liaison meeting it was noted by the RDC that a headliner does not necessarily generate additional guests to the event, as the debut of the holiday décor on Rodeo Drive and the community nature of the event are the greater attractions. Should another “wow” moment be a priority for Liaisons, they have been listed as additional entertainment options separate from the proposed budget: a Holiday Drone show for $65,000, or Headline Talent between $60,000 and $75,000.
All additional details of the previous proposal, as well as additional details of the updates can be found in the two attachments to the report.
FISCAL IMPACT
Staff has identified funding in the FY 23/24 Policy & Management budget for the Rodeo Drive holiday decor in the requested amount of $1,028,996. Including the Rodeo Drive holiday décor budget of $524,502, the cost would total $1,553,498 for the 2024 holidays.
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 total holiday funding request by the RDC of $1,553,498. The FY 24/25 budget includes contingency funding for other Tourism & Marketing events and programs (including Holiday Lighting Celebration and Rodeo Drive Holiday Décor) in the amount of $1,555,151.
Last year’s initial requested funds for the event were $958,493, however with additional expenses for all-weather equipment with rain, and additional headliner expenses totaling $42,054.50, the total budget for 2023 event was $1,000,547.50.
This year’s requested amount of $1,028,966 for the event includes all of the above elements, except for the headliner or drone options. During the previous Liaison meeting, a side-by-side line item comparison of funding was requested in addition to the year-over-year full comparison of the previous RDC Holiday budgets was requested, which can be found in Attachment 1. The RDC has highlighted the 3 areas that account for the increase from last year to this: technical labor and overnight crew hourly costs, the labor or rental cost of production and specialty elements (everything from restrooms to rentals, fireworks and labor for various elements), and an additional weekend of the extended holiday programming.
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 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, and this contract goes out for RPF every 2-3 years. The Council report will include a purchase order for the services.
RECOMMENDATION
Staff requests the City Council Liaisons review and provide feedback regarding the updates to the 2024 Rodeo Drive Holiday Lighting celebration event as described further in Attachment 1 to this report. If recommended by the Liaisons, Staff will bring forward an item at the September 10, 2024, City Council Meeting for the full City Council to review and approve.