STAFF REPORT
Meeting Date: November 7, 2024
To: Honorable Mayor & City Council
From: Patty Betancourt, Special Events and Filming Coordinator Subject: Request from Gearys of Beverly Hills to Host the Gearys Rolex Boutique Grand Opening on Wednesday,
December 4, 2024.
Attachments: 1. Proposal from Gearys and Wasserman Media Group
2. Proposed Traffic Control Plan
3. Proposed Red Carpet Plan
4. Letters of Support
5. October 31, 2024, Liaison Report without Attachments
INTRODUCTION
The City Council is requested to review a request from Gearys of Beverly Hills and Wasserman Media Group to host Gearys Rolex Boutique Grand Opening Event as summarized in the following table. A special event permit is required per Beverly Hills Municipal Code Section 4-8-1.
Event Name Gearys Rolex Boutique Grand Opening Event
Event Sponsor/Host Gearys of Beverly Hills and Wasserman Media Group Prep/Setup Time Street closure begins on Wednesday, December 4, 2024, 12am. Sidewalk closure begins same day at
6pm.
Event Time Wednesday, December 4, 2024, 6pm – 9pm
Strike/Cleanup Time Street and sidewalk closure reopen on Thursday, December 5, 2024, 4am
Location Gearys Rolex Boutique – 312 N Rodeo Drive
Number of
Attendees
500
Meeting Date: November 7, 2024
Proposed Street
Closure
Rodeo Drive
Ɣ 1RUWKERXQG ODQH FORVXUH RI 5RGHR 'ULYH EHWZHHQ Dayton Way and Brighton Way Wednesday, December
4, 2024, at 12am – Thursday, December 5, 2024, at
4am.
ƔSidewalk closure on North Rodeo Drive between 300
- 326 North Rodeo Drive from Wednesday, December
4, 2024, at 6pm – Thursday, December 5, 2024, at 4am.
Traffic Control Plan The street and sidewalk closure would be managed and implemented by a professional traffic control company
hired by Wasserman Media Group (Attachment 2).
Traffic control plans must be approved by the City
Traffic Engineer prior to the event.
A Public Works Inspector will be on site the day of the street and sidewalk closure to ensure traffic control
equipment is set up properly and according to the
approved plan.
During the October 31, 2024, Rodeo Drive/Special
Events/Holiday Program Liaisons meeting, Liaisons
requested looking into an alternative to using water filled K-rails or if used, finding a way for water to be recycled.
Public Works Traffic and Wasserman Media Group will
look into this request and if possible, will substitute the equipment without compromising safety of the street
closure.
Fire Lane Per standard with all street closures, a fire lane must be maintained at all times. The site plan showing the fire lane must be approved by the Beverly Hills Fire Marshal prior to the event.
All Fire Department connections and hydrants must
always remain accessible and free of any event
equipment.
Fee Waiver
Requested
No fee waivers requested.
Event Activities A mixture of 500 of Gearys long-time valued customers, ambassadors, and invited media will be in attendance to celebrate the expansion and modernization of the
brand.
Meeting Date: November 7, 2024
DISCUSSION
The special event permit application was considered by the Rodeo Drive/Special Events/Holiday Program Committee Liaisons (Mayor Friedman and Councilmember Wells) on October 31, 2024. The liaisons considered the proposed event logistics and potential impacts as summarized in the following table, and recommended approval of the special event permit.
Tents/Structures All tents and structures including, but not limited to:
tents, truss and lighting structures will go through the standard Building and Safety plan review and
inspection.
Generators All generators including, but not limited to: all electrical requests will go through the standard
Building and Safety plan review and inspection.
Fire Permits All fire permits including, but not limited to: public assembly and fire code will go through the standard
fire plan review and inspection.
Amplified Sound All amplified sound will be turned off by 10pm following the City’s noise ordinance.
Other Equipment,
Fixtures, or Furniture
The proposed cocktail reception plan (Attachment 3)
will include a temporary tent, hedges, food, drinks,
press pit, and welcome space.
Food Preparation and
Service
All food and beverage will be prepared and provided
by Sean Murphy Catering.
Traffic All traffic will be rerouted. Traffic control equipment, messages boards, meridian barriers, etc. (included in
applicant’s traffic plan) will be placed around street
closure so that the drivers are aware of street closure.
Parking Wasserman Media Group is working with Two Rodeo for use of the 9480 Dayton Way parking structure for
parking spaces.
Valet parking will be available on Dayton Way at the
corner of Rodeo Drive and Dayton Way.
The valet company hired by Wasserman Media Group
will manage the parking structure and valet to ensure
smooth operations throughout the event.
City Staffing City staff from BHPD would be on site the duration the street and sidewalk closure.
Meeting Date: November 7, 2024
One Traffic Control Officer (TCO) would be stationed
at each end of the street closure for a total of two (2) TCO’s for the event.
Fire Inspections and Building and Safety Inspections
will be final prior to start of the event.
Event Staffing and
Security
Wasserman Media Group private security will work in
conjunction with Beverly Hills Police on event details
and logistics.
Private security will be placed throughout the event
space including inside the tent, sidewalk, and inside
the boutique.
In addition to proper street closure equipment,
Wasserman Media Group will have flaggers at each
end of the closure assisting pedestrians at
crosswalks.
Beverly Hills Police and Beverly Hills Fire will be the lead departments for the duration of the event which
includes set up, event, and strike.
Insurance The City’s Risk Manager recommends requiring
General Liability Insurance of at least $2 million per
occurrence, naming the City of Beverly Hills as an
additional insured as a requirement to be provided by
Gearys and Wasserman Media Group.
Notification and
Marketing
The City will prepare the notification letter, provide a map and list of addresses of residents and
businesses where the letter must be sent to within
1,000 feet of the event closure at least two weeks
prior to the event date, consistent with the City policy for large scale events that include street closures.
Gearys and Wasserman Media Group will be
responsible for disseminating the notification letter.
Public Works Transportation Division will notify Metro
and Tour Buses to coordinate alternate routes.
Rodeo Drive Committee will reach out to all members
and businesses on Rodeo Drive notifying them of
street closure and sidewalk closure information.
Meeting Date: November 7, 2024
Partner Support and
Public Comment
Several letters of support have been received from
businesses on Rodeo Drive (Attachment 4).
Rodeo Drive Committee is in support of the event and
hopeful that the event can draw positive attention and
increase shopping on Rodeo Drive.
FISCAL IMPACT
Gearys and Wasserman Media Group are responsible for all related expenses including, but not limited to: City permits, street closures and/or street use fees, City personnel, traffic control plan and equipment, and any other costs associated with the event. No fee waivers have been requested for this event.
As standard with all permit issuance practice, all fees should be paid in full prior to the event date.
Fees will be charged based on the current fiscal year 2024-25 fee schedule.
RECOMMENDATION
Staff recommends that City Council approve a request by from Gearys of Beverly Hills and Wasserman Media Group for the proposed street closure and sidewalk closure and all other event related details as recommended by the Rodeo Drive/Special Events/Holiday Program Committee Liaisons during their meeting on Thursday, October 31, 2024.
Michael Forbes,
Director of Community Development
Approved By
Attachment 1
GRAND OPENING EVENT
Event Overview | November 1, 2024
2 GEARYS ROLEX BOUTIQUE GRAND OPENING
CONTENTS
• Event Briefing & Letter of Intent• Event Logistics
• Site & Activation Plan• Valet Plan• Operations Plan• Security 3 GEARYS ROLEX BOUTIQUE GRAND OPENING
Event Overview
Mr. Thomas Blumenthal is hosting the GEARYS Rolex Boutique Grand Opening Event at 312 N Rodeo Drive on December 4, 2024. A mixture of 500 GEARYS long-time valued customers and ambassadors will be in attendance to celebrate the expansion and modernization of the brand. Doors will open at 6:00 PM with celebrations continuing until 9:00 PM. 4 GEARYS ROLEX BOUTIQUE GRAND OPENING
Letter of IntentThe Story of GEARYS on Rodeo Drive
Established in 1930, GEARYS is the oldest store in Beverly Hills, with a distinguished legacy as a luxury purveyor known for exceptional service. As the only independently owned timepiece boutique on Rodeo Drive, featuring prestigious brands like Patek Philippe and Rolex, GEARYS has the honor of unveiling the first-ever prestige Rolex Boutique in North America through an exclusive grand opening event. This new flagship boutique, the largest of its kind in North America, will be located on the iconic Rodeo Drive, right in the heart of Beverly Hills, making it a truly once-in-a-lifetime experience for the community.This highly anticipated event will attract a distinguished guest list. Mr. Jean-Frédéric Dufour, CEO of Rolex Worldwide, will be present to officially "cut the ribbon" and address attendees at the Grand Opening. Also in attendance will be Roger Federer, an esteemed Rolex testimonee, along with numerous other notable figures.GEARYS is thrilled to present its newest destination boutique, marking a significant milestone for this heritage brand and its long-standing commitment to evolving luxury for the Beverly Hills community. Set to be an unforgettable highlight of the holiday season, the grand opening blends elegance, fashion, and entertainment in an extraordinary celebration. Guests can expect a dazzling experience that captures the spirit of the season and redefines luxury, creating excitement and momentum as we head into the holidays. 5 GEARYS ROLEX BOUTIQUE GRAND OPENING
Event Logistics
6 GEARYS ROLEX BOUTIQUE GRAND OPENING
Site & Activation Plan
7 GEARYS ROLEX BOUTIQUE GRAND OPENING
Event Proposal & Exterior Plan Scope
Taking place at 312 N Rodeo Drive on December 4, 2024, the exterior footprint requested for this event includes closure of the northbound lanes of Rodeo Drive from Dayton Way to Brighton Way, allowing our team to create a designed event structure to become a true extension of the new boutique’s environment.Measures for both the quality of the event space and the health and safety of invited guests will be considered to create a enjoyable and safe environment for all to enjoy the evening.
SITE & ACTIVATION PLAN
8 GEARYS ROLEX BOUTIQUE GRAND OPENING SITE & ACTIVATION PLAN Physical Invitation Sent RSVPs Received 11/22
Acknowledgement/Follow-up
Arrival at GEARYS
Check In Food &
Beverage Touchpoints
Remarks from GEARYS*
Farewell Moment & Gifting
DJ Performance
PRE - EVENTEVENTPOST - EVENT
Parking/Valet
wledgement/Follow up
* speakers and guest remarks to be finalized
PRE-EVENT ARRIVAL PERFORMANCE F&B GIFTING
Security Screening
Guest Journey
9 GEARYS ROLEX BOUTIQUE GRAND OPENING SITE & ACTIVATION PLAN Run of Show
Date Start Time* Item Location
December 3, 2024 7:00 PM Event load in begins on interior of the store 312 N Rodeo Drive December 4, 2024 12:01 AM All street and sidewalk closure signage placed 312 N Rodeo Drive December 4, 2024 12:01 AM Street closure & production exterior load in begins 312 N Rodeo Drive December 4, 2024 8:00 AM Projected to have all exterior structures built by start of business 312 N Rodeo Drive December 4, 2024 10:00 AM Continued install of decor and operational pieces inside of tent 312 N Rodeo Drive December 4, 2024 2:00 PM Tentative City Inspections 312 N Rodeo DriveDecember 4, 2024 6:00 PM Sidewalk closure takes effect 300 Block - N RodeoDecember 4, 2024 6:00 PM EVENT START - All activations live 312 N Rodeo Drive December 4, 2024 9:00 PM Event Concludes 312 N Rodeo Drive December 4, 2024 11:00 PM Load out / breakdown begins - vendor labor returns to site 312 N Rodeo Drive December 5, 2024 4:00 AM Rodeo Drive road closure is lifted, standard traffic flow resumes 312 N Rodeo Drive *All times shown are in Pacific Time
*Final schedule is subject to variance based on final permits and plans 10 GEARYS ROLEX BOUTIQUE GRAND OPENING SITE & ACTIVATION PLAN Activation Plan
DAYTON WAY
RODEO DRIVE
11 GEARYS ROLEX BOUTIQUE GRAND OPENING
Valet Plan
12 GEARYS ROLEX BOUTIQUE GRAND OPENING
Two Rodeo: We are requesting 250 parking spaces at Two Rodeo on December 4th from 5:30 pm - 11:00 pm to accommodate the majority of our guests. A separate parking lot will be secured for event staff and production vehicles. Given the traffic and planned road closures, the Project Team believes this is the safest and most feasible location for valet services, as it is also the closest option to the event. Our valet team, PCAM, LLC (Parking Company of America), will manage the lot and ensure smooth operations throughout the event.
Valet Team Aaron ChavesVice President of OperationsPCAM, LLC (Parking Company of America)3165 Garfield Ave.Los Angeles, CA 90040(562) 862-2118 ext. 220 Office | (949) 235-3773 Directwww.parkpca.comTwo Rodeo - To date Contact Martin ColatoParking Manager | Two Rodeo DriveW (310) 247-7057 | C (323) 326-25379480 Dayton Way | Beverly Hills, CA 90210 Event Parking - City Request
VALET PLAN
13 GEARYS ROLEX BOUTIQUE GRAND OPENING
Valet Plans
PCAM, LLC (Parking Company of America):Guest drop-off will be located at the four metered spots along Dayton, in front of Van Cleef & Arpels. Additionally, we are coordinating with Uber to designate these spots as the official pickup and drop-off zone. As an extension of their services, PCAM, LLC (Parking Company of America) is able to manage valet services using SMS Valet, a convenient text-based system that allows guests to request their vehicle.
VALET PLAN
The process is as follows, if utilized:• Check-in: Guests provide their mobile number to the valet when dropping off their car.
• Confirmation: Guests receive a welcome text
with a link to request their car when ready.
• Request: Guests click the link to notify valet
when they need their car.
• PCAM, LLC will then retrieve their vehicle from Two Rodeo. 14 GEARYS ROLEX BOUTIQUE GRAND OPENING
Operations Plan
15 GEARYS ROLEX BOUTIQUE GRAND OPENING
Invitation Sample
OPERATIONS PLAN
Invitation
• Design files for invitation and envelope
provided by Rolex Geneva and printed in Los Angeles, CA • Invitations to be distributed and mailed
early November
• Invitations are listed as non-transferable• Mailer address on the exterior of the envelope to read 351 N. Beverly Dr.
• RSVPS to be collected until November
22, 2024
16 GEARYS ROLEX BOUTIQUE GRAND OPENING
• Catering will be facilitated by Sean Murphy Catering & Events, who holds a Catering License, City of LA Tax Registration Certificate, and ABC License. All service staff hired for this event are Serve-Safe Certified. • Sean Murphy Catering & Events holds the following Caterer's License Number to operate in Los Angeles: 0000803108-0001-9 • The catering kitchen will be built within the facility on-site, and will be supplemented with catering equipment utilized by the chef and service staff. • Waste management and recycling measures will be managed by the catering team to ensure a tidy and safety-forward work space Our menu will feature a selection of 6-8 tray-passed Hors d’oeuvres, with a focus on organic, clean, and refreshing offerings. Food will be pre-prepped off-site, with each level of interior and exterior event space showcasing their own unique culinary offerings. Our beverage program will feature classic cocktails and mocktails, red and white wines, and a "welcome" champagne moment upon guest arrival.
Catering
OPERATIONS PLAN
17 GEARYS ROLEX BOUTIQUE GRAND OPENING
• Building of the exterior structure is set to begin at 12:01am on December 4, 2024, with intent to finish the framework by start of business to focus remaining pre-event efforts on interior decor and safety assessments. • Event breakdown and load out is projected to begin at 11:00pm on December 4, 2024, with the roads cleared by 4:00am. • The interior of the tent will be defined by drapery, hedge walls, and potted greenery, and comprise of strategically placed bars, lounge vignettes and highboys, ensuring guest comfort and flow.
Tent Structure & Styling
OPERATIONS PLAN
We are partnering with Hensley Event Resources as a trusted partner for quality and efficiency. A site visit took place on October 24, 2024, recording measurements and delivering their specialist point of view on best structures and scale to utilize for this event’s vision. *Images on the right are illustrative of design look & feel, highlighting rich tones, softened textures, and warm lighting to elevate the space and link the exterior to the interior decor. 18 GEARYS ROLEX BOUTIQUE GRAND OPENING
In a luxury retail environment, floral design transcends mere decoration; it becomes an integral part of the overall aesthetic experience. Each arrangement is meticulously curated to complement the brand's identity, featuring a harmonious blend of exotic blooms, lush greenery, and elegant vessels.For this evening's event, Flowers in Beverly Hills will be our dedicated florist, showcasing the artistry of a local small business. Their exquisite floral arrangements will take center stage, offering a captivating display of their exceptional talent to the Beverly Hills community. As clients enter, they are greeted by stunning focal arrangements that draw the eye, creating a warm and inviting atmosphere. Soft, ambient lighting highlights the textures and colors of the florals, while subtle fragrances waft through the air, enhancing the sensory experience. Floral design is not just an embellishment but a statement of luxury, sophistication, and attention to detail, reinforcing the commitment to quality and exclusivity.
Florals
OPERATIONS PLAN
19 GEARYS ROLEX BOUTIQUE GRAND OPENING
Executive Restrooms
OPERATIONS PLAN
Standard Features• WOMEN'S - 3 stalls, 2 sinks• MEN'S - 1 stall, 1 urinal, 1 sink• Equipped with AC/Heating• On Board Water Tanks• Fully Stocked with Supplies• Interior & Exterior LED Lights• Self Leveling Stairs with Platforms & Railings• Seamless Gel-coated Fiberglass Walls,Ceiling, and Subfloor• Oversized Mirrors with Decorative Frames• Stainless Steel Sinks• Smart Touch Digital Thermostat Compact while still offering 5 stations makes it small enough to fit into small event spaces with the capacity to handle larger crowds. We recommend using this size trailer for events with 200-500* people or job sites with 20-50 employees. 20 GEARYS ROLEX BOUTIQUE GRAND OPENING
• A/V will be distributed across all areas of activation and kept at an appropriate volume to ensure guests can comfortably talk with one another. • WOVA President Ben Parnassi will assist onsite to ensure that lighting and sound are safely installed and adhere to city guidelines.
Event Inclusions:• Speaker system throughout all levels of the interior and entire exterior • Primarily for ambient music and remarks• 10pm stop to all amplified sound on the exterior • Lighting Design
• Tent, Red Carpet, Environmental, Safety
Our A/V and lighting partner, WOVA, founded in 1982, is a premier full-service production and tech rental company based in Southern California. WOVA services many businesses in the Beverly Hills area, including hotels, corporate, legal, entertainment, and public relations events.
AV Partner - WOVA
OPERATIONS PLAN
21 GEARYS ROLEX BOUTIQUE GRAND OPENING
Musical Performance
OPERATIONS PLAN
DJ Lady Sha
As a musician and multi-genre turntablist, Los Angeles-based DJ Lady Sha has curated musical sets for special events, brands, and nightlife venues across the globe.
Lady Sha's dynamic and eclectic sets have made her one of the most promising and respected DJs of our time. She became the first female to win the annual Winter Music Conference DJ competition (Miami 2008). In 2013, she was selected to compete in the world-renowned Redbull Thre3style battle in LA, considered a global honor within the DJ industry.
Sha's reputation and talent have afforded her a loyal following of celebrities, tastemakers, and music enthusiasts worldwide.
From award show parties for the Oscars, Golden Globes, and Emmys, to premieres and branded events, Lady Sha continuously provides her audience and clientele with a signature experience - thus, making her highly sought after and unforgettable.
To honor Rolex’s commitment to its Perpetual Arts Initiative, we’ll incorporate a live DJ performance, setting the perfect tone for a simple yet elegant event. With carefully curated music, the atmosphere will be effortlessly chic, creating a sophisticated ambiance for guests to enjoy. 22 GEARYS ROLEX BOUTIQUE GRAND OPENING
Security & Safety
23 GEARYS ROLEX BOUTIQUE GRAND OPENING
Security
SECURITY & SAFETY
Responsibilities • Help maintain a safe environment for guests, staff, and customers • Provide security at entrance and exits • Assist hostess with check-in process, confirming only invited guests gain access to the event • Provide directions to the entertainment, dining, and restroom areas • Confirm all First Aid supplies and apparatuses are readily available • Observe and report any hazards, medical emergencies, or trespassers to the supervisor to be handled by trained personnel
• Secure and patrol the property from trespassers Shifts & Staffing The L4S Team will be providing staffing during the following dates and times:
Shift #2 • 4:00 PM - 10:00 PM | 6-hours • (13) L4S Officers• (1) Supervisor Shift #3• 10:00 PM - 4:00 AM | 6-hours • (3) L4S Officers Shift #1 • 11:00 PM - 7:00 AM | 8-hours • (3) L4S Officers Lions 4 Security (L4S) delivers world-class security and safety services, custom-tailored to meet each client's unique needs. With guaranteed reliability, professionalism, confidentiality, and an unrivaled commitment to excellence, L4S always strives to exceed expectations. L4S specializes in providing elite protective services to the most discerning clients. L4S is dedicated to superior performance beginning with carefully selecting a team of highly-qualified professional security agents from active duty and former law enforcement, government, and military agencies. L4S takes pride in delivering reliable, discreet, and sophisticated service that blends seamlessly into clients' lifestyle. 24 GEARYS ROLEX BOUTIQUE GRAND OPENING
Traffic Safety & Event Privacy
SECURITY & SAFETY
To be spaced around the perimeter
of the traffic-facing side of the tent
to privatize the interior. Will also be
used to create entry and exit points
to the closed event space from the
sidewalk
Will be placed along the open side of the
tent running along the sidewalk to provide
security from active shoppers during preevent load in, while simultaneously providing added greenery/decor elements
Set outside of the tent perimeter at
the front and back entrances, as well
as in front of the active intersection to
ensure guest safety on the interior of
the event footprint.
Hedge Walls Rolling Planters Traffic Barricades
25 GEARYS ROLEX BOUTIQUE GRAND OPENING
Core. Risk Assessment
SECURITY & SAFETY
• The Occupational Safety and Health Act of 1970 (OSHA)• The National Institute for Occupational Safety and Health (NIOSH)• All other associated legislation and guidance.
Core LLC has been appointed by Wasserman to provide safety advisory services including the production of a Risk Assessment & Method Statement for The GEARYS Rolex Boutique Grand Opening Event. A supplemental overview of the risk assessment plan will be provided.This document summarizes the risk assessment findings that should be taken forward to provide the necessary safety and environmental precautions associated with an event of this nature. This document has been drafted based on extensive knowledge of the events industry and experience of the application of statutory regulations and guidance, including; A practical, pragmatic and realistic approach has been taken to the risk assessment based on this experience and knowledge.The proposals contained herein are not necessarily final but give an indication to the appropriate procedures for an event of this nature. The findings of the risk assessment must be communicated to those who will work, or otherwise come into contact with the hazards and risks identified therein.A review of the assessment will be made, should further information be received which suggests that the documented control measures are found to be unsuitable, insufficient, ineffective, where there is a significant change in working practices or where an incident occurs. It is incumbent upon Wasserman to ensure that the control measures are implemented and managed throughout all phases of the event. 26 GEARYS ROLEX BOUTIQUE GRAND OPENING
THANK YOU
Attachment 2
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Attachment 3
11 GEARYS ROLEX BOUTIQUE GRAND OPENING 2D FLOORPLANS
Hedges
Hedges
Security Check
Red Carpet Entry
Interior Experience
Press Pit Path
Red Carpet Bypass Path
Proposed Valet Area: 4 metered parking spots
Guest Restrooms
Closed Sidewalk
Step & Repeat
Barricades
Bar
Hedge Exit Point after 6
Catering Station
Hedged Entry After 6pm
Barricades
Guest Check-In
DAYTON WAY
RODEO DRIVE FDC - Fire Department Connection Point
FDC - Fire Department Connection Point
Tables (all yellow dots)
Tent Ballasts (all small green dots)
Activation Plan
Attachment 4
Attachment 5
CITY OF BEVERLY HILLS
COMMUNITY DEVELOPMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee FROM: Patty Betancourt, Special Events and Filming Coordinator DATE: October 31, 2024
SUBJECT: Request from Gearys of Beverly Hills to host the Gearys Rolex Boutique Grand Opening on Wednesday, December 4, 2024
ATTACHMENTS: 1. Proposal from Gearys and Wasserman Media Group
2. Proposed Traffic Control Plan
3. Proposed Red Carpet Plan
4. Letters of Support
INTRODUCTION
The Beverly Hills City Council Liaison/Rodeo Drive/Special Events/Holiday Program Committee is requested to review a request from Gearys of Beverly Hills and Wasserman Media Group to host Gerays Rolex Boutique Grand Opening Event as summarized in the following table. A special event permit is required per Beverly Hills Municipal Code Section 4-8-1.
Event Name Gearys Rolex Boutique Grand Opening Event
Event Sponsor/Host Gearys of Beverly Hills and Wasserman Media Group Prep/Setup Time Street Closure begins on Wednesday, December 4, 2024, 12am. Sidewalk Closure begins same day at 6pm
Event Time Wednesday, December 4, 2025, 6pm – 9pm
Strike/Cleanup Time Street and Sidewalk Closure reopen on Thursday, December 5, 2024, 4am
Location Gearys Rolex Boutique – 312 N Rodeo Drive
Number of Attendees 500
Proposed Street and
Sidewalk Closure
Rodeo Drive
Ɣ Northbound 2 lane closure of Rodeo Drive between
Dayton Way and Brighton Way Wednesday, December 4,
2024 at 12am – Thursday, December 5, 2024 at 4am.
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ƔSidwalk closure on North Rodeo Drive between 300 -
314 North Rodeo Drive from Wednesday, December 4,
2024 at 6pm – Thursday, December 5, 2024 at 4am.
Traffic Control Plan The street and sidewalk closure would be managed and implemented by a professional traffic control company
hired by Wasserman Media Group (Attachment 2).
Traffic control plans must be approved by the City Traffic Engineer prior to event.
A Public Works Inspector will be on site the day of the street and sidewalk closure to ensure traffic control
equipment is set up properly and according to the
approved plan.
Fire Lane Per standard with all street closures, a fire lane must be maintained at all times. The site plan showing the fire lane must be approved by the Beverly Hills Fire Marshal prior to the event.
All Fire Department Connections and hydrants must
always remain accessible and free of any event
equipment.
Fee Waiver Requested No fee waivers requested.
Event Activities A mixture of 500 of Gearys long-time valued customers, ambassadors, and invited media will be in attendance to celebrate the expansion and modernization of the brand.
DISCUSSION
The following table provides discussion and analysis of the features, logistics, and potential impacts of the proposed event.
Tents/Structures All tents and structures including, but not limited to: tents, truss and lighting structures will go through the standard Building and Safety plan review and inspection.
Generators All generators including, but not limited to: all electrical requests will go through the standard Building and Safety plan review and inspection.
Fire Permits All fire permits including, but not limited to: public assembly and fire code will go through the standard fire plan review and inspection.
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Amplified Sound All amplified sound will be turned off by 10pm following the City’s noise ordinance.
Other Equipment,
Fixtures, or Furniture
The proposed cocktail reception plan (Attachment 3) will include temporary tent, hedges, food, drinks, press pit, and welcome space.
Food Preparation and
Service
All food and beverage will be prepared and provided by
Sean Murphy Catering.
Traffic All traffic will be rerouted. Traffic control equipment, messages boards, meridian barriers, etc. (included in
applicants traffic plan) will be placed around street closure so that the drivers are aware of street closure.
Parking Wasserman Media Group is working with Two Rodeo for use of the 9480 parking structure for parking spaces.
Valet parking will be available on Dayton Way at the
corner of Rodeo Drive and Dayton Way.
The valet company hired by Wasserman Media Group will
manage the parking structure and valet to ensure smooth operations throughout the event.
City Staffing City staff from BHPD would be on site the duration the street and sidewalk closure.
One Traffic Control Officer (TCO) would be stationed at each end of the street closure for a total of two (2) TCO’s for the event.
Event Staffing and
Security
Wasserman Media Group private security will work in
conjunction with Beverly Hills Police on event details and logistics.
Private security will be placed throughout the event space including inside the tent, sidewalk and inside the
boutique.
In addition to proper street closure equipment,
Wasserman Media Group will have flaggers at each end
of closure assisting pedestrians at crosswalks.
Insurance The City’s Risk Manager recommends requiring General Liability Insurance of at least $2 million per occurrence, naming the City of Beverly Hills as an additional insured 4 of 4
as a requirement to be provided by Gearys and
Wasserman Media Group.
Notification and
Marketing
The City will prepare the notification letter, provide a map and list of addresses of residents and businesses where the letter must be sent to within 1,000 feet of the event closure at least two weeks prior to the event date,
consistent with the City policy for large scale events that include street closures. Gearys and Wasserman Media
Group will be responsible for disseminating the
notification letter.
Public Works Transportation Division will notify Metro and Tour Buses to coordinate alternate routes.
Rodeo Drive Committee will reach out to all members and businesses on Rodeo Drive notifying them of street
closure and sidewalk closure information.
Partner Support and
Public Comment
Several letters of support have been received from
businesses on Rodeo Drive (Attachment 4).
Rodeo Drive Committee is in support of the event and
hopeful that the event can draw positive attention and
increase shopping on Rodeo Drive.
FISCAL IMPACT
Gearys and Wasserman Media Group are responsible for all related expenses including, but not limited to: City permits, street closures and/or street use fees, City personnel, traffic control plan and equipment, and any other costs associated with the event.
As standard with all permit issuance practice, all fees should be paid in full prior to the event date.
Fees will be charged based on the current fiscal year 2024/25 fee schedule.
All fees will be summarized on each permit i.e., Public Assembly, Special Event, Building and Safety, etc.
RECOMMENDATION
Staff recommends the City Council Liaisons provide feedback and direction regarding the proposed street closure and sidewalk closure and all other event related details.
If approved by the Liaisons, staff will bring the proposal for consideration to full City Council at the November 7, 2024 meeting.