AGENDA REPORT
Meeting Date: March 4, 2025
Item Number:
To: Honorable Mayor & City Council
From: Patty Betancourt, Special Events and Filming Coordinator Subject: REQUEST FROM NOT TODAY CANCER TO HOST “RUN OF THE STARS”, A 5K RUN/WALK ON SUNDAY, OCTOBER 19, 2025
Attachments: 1. Proposal from Not Today Cancer, a 501(c)(3)
2. Proposed Race Route
3. Proposed Traffic Control Plan
4. Letters of Support
5. January 31, 2025, Liaison Report (without Attachments)
RECOMMENDATION
Staff recommends City Council approve a request from Not Today Cancer to host “Run of the Stars”, a 5K Run/Walk with sidewalk and lane use and fee waivers as recommended by the Rodeo Drive/Special Events/Holiday Program Committee Liaisons during their meeting on Friday, January 31, 2025.
INTRODUCTION
The Beverly Hills City Council is requested to review a request from Not Today Cancer to host “Run of the Stars” as summarized in the following table. A special event permit is required per Beverly Hills Municipal Code Section 4-8-1.
Event Name Run of the Stars, a 5K Run/Walk
Event Sponsor/Host Not Today Cancer (NTC)
Prep/Setup Time Sunday, October 19, 2025, 5:30am – 8:30am Event Time Sunday, October 19, 2025, 8:30am – 10:30am
Strike/Cleanup Time Sunday, October 19, 2025, 10:30am – 12pm Location El Rodeo Elementary and Surrounding Streets
Meeting Date: March 4, 2025
Number of Attendees About 1,000 expected
Proposed Sidewalk Use
and Parking Lane
Closure
No Street Closures proposed. Only use of parking
lane for safety of walkers/runners and sidewalk
use.
Proposed Sidewalk Use for Race (Attachment 2)
*Race Begins at: El Rodeo Elementary School
x Elevado Ave
x Walden Dr
x Lomitas Ave
x Rodeo Dr
x Elevado Ave
x Rexford Dr
x Carmelita Ave
x Walden Dr
x Elevado Ave
*Race Ends at: El Rodeo Elementary School
Traffic Control Plan The parking lane and sidewalk use would be managed and implemented by a professional traffic
control company hired by Not Today Cancer
(Attachment 3).
Traffic control plans must be approved by the City
Traffic Engineer prior to event.
Beverly Hills Police will ensure sidewalk and lane
use traffic control equipment is set up properly and
according to the approved plan.
Fee Waiver Requested Yes, permit fees and personnel costs Charitable Solicitations As Not Today Cancer continues to grow, they have devoted resources to supporting children and
families diagnosed with cancer.
NTC will obtain a Charitable Solicitations permit
and will follow all conditions of the permit.
Event Activities 5K Run/Walk starting at El Rodeo Elementary School and continuing on nearby residential streets
with approximately 800 participants. Post run
trophy ceremony and awards handed out at the
expo on the playground of El Rodeo Elementary
School.
Meeting Date: March 4, 2025
DISCUSSION
The following table provides discussion and analysis of the features, logistics, and potential impacts of the proposed event.
Tents/Structures Riser (stage) and truss for start/finish line will go through the standard Building and Safety plan review
and inspection as needed.
Generators No generators are proposed for this event.
Amplified Sound All amplified sound will begin after 8am following the City’s noise ordinance policy.
Food Preparation and
Service
Sponsor and event organizers may provide
prepackaged power bars, fruit and water.
Traffic The race is not expected to result in any traffic impacts because the event would occur during early
morning hours where traffic volumes in the area are
relatively low, and there are alternate routes available for motorists.
Parking Participants are asked to walk to event, rideshare or park in surrounding public lots.
City Staffing Five (5) Traffic Control Officers (TCO) would be stationed at intersections that have been identified as high-volume crosswalks. TCO’s will assist
participants cross safely.
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.
Notification and
Marketing
Not Today Cancer would send notification letters to all residents along the race route at least two weeks
prior to the event date, consistent with City policy for events.
All information will also be posted on social media
platforms and via print ads in local papers. The City
will also send out Nixle alerts to residents within half a mile radius of event site (El Rodeo Elementary
School).
Partner Support and
Public Comment
Community members have written letters of support
of the event. (Attachment 4).
Meeting Date: March 4, 2025
FISCAL IMPACT
Not Today Cancer would be responsible for all non-City related costs including the traffic control plan and equipment, notifications letters to neighbors and posting no parking signs. Not Today Cancer has requested that the City Council waive all City costs for the event, including permit fees and personnel costs.
The following table shows the estimated fees and costs based on the current fiscal year 2024/25 fee schedule. Actual event fees will reflect the fiscal year 2025/26 fee schedule that begins on July 1, 2025.
Fee/Cost Amount
City permit fees (includes Special Event Permit,
Encroachment Permit, Street Closure, and No Parking
Signs)
$2,803
City personnel costs
(5 Traffic Control Officers x 5 hours each)
$2,125
Total $4,928
The City Council has the discretion to recommend waiving fees as follows:
x Waive all permit fees and personnel costs totaling $4,928; x Waive permit fees only totaling $2,803 (applicant would be responsible for personnel costs totaling $2,125); or
x Waive no fees
The Rodeo Drive/Special Events/Holiday Program Committee Liaisons met on Friday, January 31, 2025, and after discussing this matter, recommended waiving all permit and personnel costs totaling $4,928. Staff seeks City Council’s approval of the Liaison’s recommendation.
Michael D. Forbes,
Director of Community Development
Approved By
Attachment 1
BEVERLY HILLS
RUN OF THE STARS
October 19 2025
Proposal
5k Run / Walk
Race Day Expo
EVENT DATE: October 19 2025
Event Budget: $40,000Race management and staff: $13,500Equipment rentals: $7,000Marketing and publicity: $5,000Race timing, medals, t-shirts: $14,500 LOCATION: El Rodeo School and surrounding streets
Program:
October 18 12pm-6pm Start / Finish Set UpOctober 19 5:30am-7 Course Set UpOctober 19 7am - 8:30 Expo and ArrivalsOctober 19 8:30am 5k Race StartOctober 19 9:30am AwardsOctober 19 11am - 12pm Wrap and load out Participants will pay
an entry fee toparticipate in therace.Attending the RaceExpo is free andopen to the public.
Our goal is 1000participants.2024's Run of theStars registered over800 participants.100-200 peopleattend as spectators.
Based on 2023 and2024 demographics:
50% Beverly Hillsresidents39% under the ageof 18
EVENT ACCESS EXPECTED
ATTENDEES
DEMOGRAPHICS
ATTENDEES
NOTABLE
ATTENDEES
Beverly Hills Mayor, CityCouncil members, andmembers of the BHUSDschool board. Localcelebrities and businessleaders.
Participants will payan entry fee toparticipate in therace.Attending the RaceExpo is free andopen to the public.
Our goal is 1000participants.2024's Run of theStars registered over800 participants.100-200 peopleattend as spectators.
Based on 2023 and2024 demographics:
50% Beverly Hillsresidents39% under the ageof 18
Beverly Hills Mayor, CityCouncil members, andmembers of the BHUSDschool board. Localcelebrities and businessleaders.
RACE DAY
EXPO
The Race Expo is an opportunity for localbusinesses to connect with thecommunity.The Run of the Stars Expo also featuresother children’s cancer charities andcommunity health and support services.The Expo opens at 7am on Race Day andwraps up after the awards ceremony.
PUBLIC BENEFIT
The Beverly Hills Run of the Stars is a community focused event that unites the people of Beverly Hills andsurrounding neighborhoods in support of children with cancer. In 2024 50% of the participants in the run were from outside communities, 10% of participants were fromoutside Los Angeles. As this race grows it will continue to bring in “running tourism” from around theregion. The Race Expo that accompanies the event will give Beverly Hills businesses a chance to exhibitand promote.Every year there are children in our community diagnosed with cancer. As Not Today Cancer grows theorganization has devoted resources to supporting these children and their families. At the 2024 Run of theStars a special fund was established to raise money for Zoe Suder, currently battling a 3rd reoccurrence ofosteosarcoma. Not Today Cancer continues to support cutting edge research being performed at Texas Children’sHospital in conjunction with Baylor College of Medicine. The T-Cell malignancy study is developing abreakthrough immunotherapy treatment that has to date rescued 50% of the patients who undertook thistreatment - children who otherwise would not be alive today.A statement from the chief investigator Dr. Rayne Rouce:“Our CD5 CAR T cell studies have shown promise in adults with T cell lymphoma, but earlier on weredisappointing for children with T-cell leukemia or lymphoma. Initially, it was hard to figure out exactly why,because of the number of variables involved including differences between how different patients’ immunecells grew and performed in the lab, despite using the same techniques to grow them. Not Today Cancerhas helped support this work, because any single change in how we make CAR T cells requires not onlyfunds to test in the lab but also funds to ensure we have all the pieces in place to submit these changes forapproval.”Thank you for the support as we work to save more lives! - Stacey and J.J.
MARKETING
Flyers distributed at community and BHUSDeventsPosters and banners at BHUSD sitesSocial mediaSignage at local businesses and BHUSDSchools
MARKETING
Flyers distributed at community and BHUSDeventsPosters and banners at BHUSD sitesSocial mediaSignage at local businesses and BHUSDSchools RACE
ROUTESTART: El Rodeo schoolElevado AveWalden DrLomitas Ave.Rodeo Dr.Elevado Ave.Rexford Dr.Carmelita Ave.Walden Dr.Elevado Ave.END: El Rodeo school
REQUESTS
Waiver of FeesRestricted parking along the race routeParking lane closure along race routeLane closure on Whittier Dr. in front of ElRodeo School (Traffic Plan attached)BHPD support at key street crossing12 x 12 stage (400 lbs)10 x 20 start / finish line truss (420 lbs)25 - 10 x 10 pop up tentsAmplified music, not prior to 8am Permits
Traffic
PlanPrepared bySouthernCaliforniaBarricades
Thank You! T
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Attachment 2
Attachment 3
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Attachment 4
[email protected] 9465 Wilshire Blvd. Suite 300 www.haydendamslaw.com Beverly Hills, CA 90212
PH 424.253.3295
February 6, 2025
Dear Beverly Hills City Council:
I am writing to give my support for the Beverly Hills Run of the Stars, put on by Not Today Cancer. This event has grown over a few short years to be one of the most important events in the community. In these challenging, often divisive times, the Run of the Stars unites the community in a way that other events simply cannot.
First, the Run was born as a way to honor and remember a cherished member of our larger Beverly Hills family, Mason Duncan-Book, who was taken too soon. He was a beloved student at Beverly Vista and the so-called “Mayor of Roxbury Park,” where he spent countless hours playing with friends. Mason’s love for theatre and singing inspired all who knew him. His passing brought out the best in the families in our community, with everyone offering comfort and support in every way imaginable. We all mourned his loss. We were all struck to the core.
My family is particularly touched by this event because we, too, have a child who was diagnosed with a potentially deadly childhood cancer. We were lucky – our child was cured. But we share the feeling of shock, sadness, and helplessness that every parent of a child with cancer goes through. Far too little time and attention are spent on curing childhood cancers.
J.J. and Stacey have taken their grief and channeled it into their nonprofit organization Not Today Cancer, and its premiere event, Run of the Stars, to raise funds for pediatric cancer research. This event brings the whole community together for the common good in a truly joyous event. In addition to the funds raised by the event, individual participants can also raise money. It is incredibly inspiring to see families, and particularly children, raise money for a cause outside of themselves. It puts young people on a path to a lifetime of service.
Or course, the event is very positive for the health and fitness of the community, as hundreds of people participate in the Run itself. There is a kids’ run, too, so everyone in a family can be involved. And the event provides amazing opportunities for community service for the students of Beverly Vista.
The Run of the Stars is the “feel good” event of the year, providing opportunities for everyone to participate and feel included. I am so happy to see it return!
Sincerely,
Hayden Adams
Attachment 5
CITY OF BEVERLY HILLS
COMMUNITY DEVELOPMENT DEPARTMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive/Special Events/Holiday Program Committee FROM: Patty Betancourt, Special Events and Filming Coordinator DATE: January 31, 2025
SUBJECT: Request from Not Today Cancer to Host “Run of the Stars”, a 5K Run/Walk on Sunday, October 19, 2025
ATTACHMENTS: 1. Proposal from Not Today Cancer, a 501(c)(3)
2. Proposed Race Route
3. Proposed Traffic Control 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 Not Today Cancer to host Run of the Stars, a 5K Run/Walk as summarized in the following table. A special event permit is required per Beverly Hills Municipal Code Section 4-8-1.
Event Name Run of the Stars, a 5K Run/Walk
Event Sponsor/Host Not Today Cancer (NTC)
Prep/Setup Time Sunday, October 19, 2025, 5:30am – 8:30am Event Time Sunday, October 19, 2025, 8:30am – 10:30am
Strike/Cleanup Time Sunday, October 19, 2025, 10:30am – 12pm Location El Rodeo Elementary and Surrounding Streets
Number of Attendees About 1,000 expected
Proposed Sidewalk Use
and Parking Lane
Closure
No Street Closures proposed. Only use of parking lane for safety of walkers/runners and sidewalk use.
Proposed Sidewalk Use for Race (Attachment 2)
*Race Begins at: El Rodeo Elementary School
x Elevado Ave
x Walden Dr
x Lomitas Ave
x Rodeo Dr
x Elevado Ave
x Rexford Dr
x Carmelita Ave
x Walden Dr
x Elevado Ave
*Race Ends at: El Rodeo Elementary School
Traffic Control Plan The parking lane and sidewalk closure would be managed and implemented by a professional traffic control company hired by Not Today Cancer (Attachment 3).
Traffic control plans must be approved by the City Traffic Engineer prior to event.
Beverly Hills Police will ensure sidewalk and lane use traffic control equipment is set up properly and according to the approved plan.
Fee Waiver Requested Yes, permit fees and personnel costs Charitable Solicitations As Not Today Cancer continues to grow, they have devoted resources to supporting children and families diagnosed with cancer.
NTC will obtain a Charitable Solicitations permit and will follow all conditions.
Event Activities 5K Run/Walk starting at El Rodeo Elementary School and continuing on nearby residential streets with approximately 800 participants. Post run trophy ceremony and awards
handed out at the expo on the playground of El Rodeo
Elementary School.
DISCUSSION
The following table provides discussion and analysis of the features, logistics, and potential impacts of the proposed event.
Tents/Structures Riser(stage) and truss for start/finish line will go through the standard Building and Safety plan review and
inspection as needed.
Generators No generators are proposed for this event.
Amplified Sound All amplified sound will begin after 8am following the City’s noise ordinance policy.
Other Equipment,
Fixtures, or Furniture
Tables and chairs provided by Not Today Cancer are
proposed to be placed in the expo area on El Rodeo
Elementary playground.
Food Preparation and
Service
Sponsor and event organizers may provide prepackaged
power bars, fruit and water.
Traffic The race is not expected to result in any traffic impacts because the event would occur during early morning hours where traffic volumes in the area are relatively low, and there are other routes available for motorists.
Parking Participants are asked to walk to event, rideshare or park in surrounding public lots.
City Staffing Five (5) Traffic Control Officer (TCO) would be stationed at intersections that have been identified as high-volume
crosswalks. TCO’s will assist participants cross safely.
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.
Notification and
Marketing
Not Today Cancer would send notification letters to all residents along the race route at least two weeks prior to the event date, consistent with City policy for events.
All information will also be posted on social media
platforms and via print ads in local papers. The City will also send out Nixle alerts to residents within half a mile radius of event site (El Rodeo Elementary School).
Partner Support and
Public Comment
Community members have written letters of support of the event. (Attachment 4).
FISCAL IMPACT
Not Today Cancer would be responsible for all non-City related costs including the traffic control plan and equipment, notifications letters to neighbors and posting no parking signs. Not Today Cancer has requested that the City Council waive all city costs for the event, including permit fees and personnel costs. The City Council Liaison has the discretion to recommend waiving fees as follows:
x Waive all permit fees and personnel costs totaling $4,928;
x Waive permit fees only totaling $2,803 (applicant would be responsible for personnel costs totaling $2,125); or
x Waive no fees
The following table shows the estimated fees and costs.
Fee/Cost Amount
City permit fees (includes Special Event Permit,
Encroachment Permit, Street Closure, and No Parking
Signs)
$2,803
City personnel costs
(5 Traffic Control Officers x 5 hours each)
$2,125
Total $4,928
RECOMMENDATION
Staff recommends the City Council Liaisons provide feedback and direction regarding the proposed event sidewalk and lane use and the requested fee waiver.
If approved by the Liaisons, staff will bring the proposal for consideration by the full City Council at the March 4, 2025 meeting.