AGENDA REPORT
Meeting Date: April 22, 2025
Item Number:
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Subject: RECOMMENDATION OF THE BEVERLY HILLS CITY COUNCIL
RODEO DRIVE/ SPECIAL EVENTS/ HOLIDAY PROGRAM LIAISON
COMMITTEE REGARDING THE CITY’S SUPPORT OF A PROPOSED
PARTNERSHIP BETWEEN PARAMOUNT PICTURES AND THE CITY
OF BEVERLY HILLS FOR THE 30TH ANNIVERSARY OF CLUELESS
MOVIE AND WAIVER OF PERMIT FEES IN THE AMOUNT OF $4,930 Attachments: 1. Partnership Proposal from Paramount Pictures
2. Report from Beverly Hills City Council Rodeo Drive/ Special Events/ Holiday Program Liaison Committee from March 17, 2025 (without attachments)
RECOMMENDATION
This item provides the recommendations from the Beverly Hills City Council Rodeo Drive/ Special Events/ Holiday Program Liaison Committee regarding a proposed partnership with Paramount Pictures and the City, as well as City Partners, for new and enhanced existing community events in July 2025, as well as approval of a waiver of permit fees of approximately $4,930, to celebrate the 30th anniversary of the movie CLUELESS.
INTRODUCTION
This report provides the City Council the recommendation of the Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee (Liaisons) of Mayor Friedman and Councilmember Wells to approve a proposed partnership between Paramount Pictures and the City for the 30th Anniversary of the movie CLUELESS. While most of the proposal is presented for the support of the Council, it would be managed by individual City departments and partners, and the items that specifically have permits or impact to the public-right-of-way are requested to be approved for permit fee waivers, totaling approximately $4,930.
DISCUSSION
The movie CLUELESS premiered in the summer of 1995, based on the Jane Austen book Emma. Beverly Hills not only served as the setting for the teen romantic-comedy, the Meeting Date: April 22, 2025
movie also utilized many iconic City locations for its actual scenes including the Electric Fountain, Rodeo Drive, Foothill Drive, the Spadena (“Witches”) House, and more, and it has become a touchstone for the 1990s as well as the City. As stated by Paramount Pictures in their proposal, CLUELESS has been synonymous with Beverly Hills for the last 30 years. The movie is also consistently in the top-10 titles of the 4,000-plus films in the Paramount catalogue.
Through a series of community focused programming and events, Paramount’s goal through the partnership is to drive tourism, support local businesses, and create a positive impact on the community in an authentic way to celebrate the anniversary of the film. The film will also notably be cross-marketed through other partnerships, such as the original film returning to theaters for a limited run.
Paramount Pictures has proposed a series of partnerships with the City, as well as City Partners, for a robust and fun schedule of community-driven events – both with existing events, as well as new opportunities (Attachment 1). While quite a few of the activations are still in progress, Paramount is coming to Council for support and fee waiver approval now, so that they may plan with any talent requests and secure dates, as well as finalize any budget required.
A series of month-long activations could include a kickoff with the City Council’s support that could include a declaration of CLUELESS day, ribbon cutting, lighting City Hall, and a branded photo opportunity at one of the film’s locations such as the Electric Fountain or Rodeo Drive. Liaisons recommended the proposal and waivers to move forward to Council, for a branded photo opportunity, while adding comments that they would be in strong support of a very robust promotion and marketing effort by both Paramount, the City, and City partners. Additionally, both Liaisons were in support of items that are traditionally under the Mayor’s purview, such as a proclamation or lighting up City Hall, understanding the Mayoral position was very close to turning over at the time of the meeting.
As part of the month-long activations, a screening of the movie in La Cienega Park would take place on July 19, the film’s 30th anniversary that would feature local businesses and resident priority access for tickets and feature free booth space for local businesses to sell Clueless-themed offerings. Similar screenings have taken place in La Cienega Park in the past with safety and success, and all permit processes would be followed. For this event, Paramount Pictures requests approximately permit fees be waived (approximately $3,747). All personnel fees would still be paid. With the Liaisons’ recommendation for a branded photo opportunity to move forward as well, the permit fee is also requested to be waived (approximately $1,183 for the duration of the month).
While requesting Council approval of the fee waiver and support of the activations with the City Council as a whole, Paramount Pictures has met with various City departments and City Partners to propose integrating CLUELESS into existing programs and events.
These include:
Community Services Department – integrating into existing events to bring community benefit to the anniversary celebration
Confirmed:
• Concerts on Cañon: 90s Themed Cover Band & Décor (July 10) In Progress:
• Summer Camp Programming
Meeting Date: April 22, 2025
o 90s Themed Week
• Farmer’s Market
o “Demonstration Station” with Alicia Silverstone (Dependent on talent) o Activation within Parks Make Life Better Pop Up (July 27 market) • Local Library Readings of Emma
• Mother/Daughter Movie Night screening at Greystone Mansion, similar to the regular programming “Greystone in the Movies” by the Department Chamber of Commerce – a goal of supporting local businesses through the Chamber and NOW Beverly Hills shop local program
Confirmed:
• Local businesses outreach offer participation in overall CLUELESS activations through social toolkits or themed offerings (i.e. renaming a flavored latte to a Cher Latte for the month).
In Progress:
• Summer Garden Party Integration:
o Photo Op
o Booth featuring themed food and drinks
• Work with local businesses to create a “Sip n Shop” or “Savor & Shop” experience Conference & Visitors Bureau – work with hotels to drive tourism by creating themed offerings
In Progress:
• Create a CVB Landing Page to showcase all offerings
• Hotel Partnerships
o Beverly Wilshire
▪ The BLVD restaurant Dessert or Mocktail
▪ a CLUELESS-inspired Spa Day
o The Maybourne Beverly Hills
o SIXTY Beverly Hills
o Beverly Hills Hotel
▪ Poolside Summer Movie Screening
Rodeo Drive Committee – feature the iconic fashion of the film to showcase Rodeo Drive as a mainstay for luxury
Confirmed:
• Activation within Rodeo Drive Celebrates Fashion Week (first week of August) In Progress:
• Fashion Designer/Costumer for the Film, Mona May, Interview on Rodeo Drive:
The Podcast or live Podcast event (Contingent on Talent) • Concours D’Elegance Integration (Contingent on vehicle availability) The above Community Services and City Partner proposals do not currently carry a request for permit fee waivers and are accounted for either in the existing partner workplans, or proposals for the next fiscal year. Should additional budget be required for any of the above, it would be the responsibility of Paramount Pictures.
The activations above would be cross-marketed by City and City Partner social media and PR efforts, and Paramount Pictures. The majority of the events above would be available to the public without cost, with the exception of a few that require partner ticket sales, such as the Chamber’s Summer Garden Party, or an activation hosted in partnership with a hotel, that would carry various costs, set by the individual business.
Meeting Date: April 22, 2025
FISCAL IMPACT
There are no direct funds being requested by Paramount Pictures for this partnership.
There is a possibility that a additional component to the partnership, such as lighting City Hall under the Mayor’s purview, would carry a cost, and be accounted for in existing City budgets. A waiver of City permit fees for the screening and items on the public right of way is requested, totaling approximately $4,930. Any associated costs for hourly personnel are not requested to be waived. All other parts of the permit process, including insurance, review and approval of the fire department or building and safety requirements for inspection, etc., would be followed.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
30th
ANNIVERSARY
&
TOTALLY CLUELESS
CLUELESS is synonymous with Beverly Hills,
through a series of community focused
programming and events, we can drive tourism,
support local businesses and create a positive
impact on the community in an authentic way
CITY COUNCIL
Kickoff Clueless Month-Long Activations with the City on July 19th • Street Food Cinema CLUELESS Screening in La Cienega Park • Local Business Vendors
• Food Trucks
• Resident Priority Access
• Declaration of CLUELESS Day by the Mayor featuring:
• Ribbon Cutting
• City Hall Lighting
• Branded Photo Op (Location TBC)
• Iconic movie locations – Rodeo Drive or
Electric Fountain
VIP
CONFIRMED:
IN PROGRESS/IDEATING:
COMMUNITY SERVICE DEPARTMENT
Integrate CLUELESS into Existing Events & Programming
• Summer Camp Programming
• 90s Themed Week
• Farmer’s Market
• “Demonstration Station” with Alicia (Dependent on talent) • Activation within Parks Make Life Better Pop Up (July 27 market) • Local Library Readings of Emma
• Mother/Daughter Movie Night at Greystone Mansion
CONFIRMED:
IN PROGRESS/IDEATING:
• Concerts on Cañon: 90s Themed Cover Band & Décor (July 10) Support Local Businesses by Involving them in Marketing Activations & Utilize NOW BEVERLY HILLS Program
CHAMBER OF COMMERCE
• Summer Garden Party Integration:
• Photo Op
• Booth featuring themed food and drinks
• Work with local businesses to create a “Sip n Shop” Experience CONFIRMED:
IN PROGRESS/IDEATING:
• Local businesses outreach offer participation in overall CLUELESS Activations through social toolkits or themed offerings (i.e. renaming a flavored latte to a Cher Latte for the month) Work with Different Hotels to Create a Variety of Themed Offerings
CONFERENCE & VISITORS BUREAU
• Create a CVB Landing Page to showcase all offerings
• Beverly Wilshire
• The BLVD Dessert or Mocktail
• Cher inspired Spa Day
• The Maybourne Beverly Hills
• SIXTY Beverly Hills
• Beverly Hills Hotel
• Poolside Summer Movie Screening
IN PROGRESS/IDEATING:
RODEO DRIVE COMMITTEE
Lean into the Iconic Fashion Featured in CLUELESS to Authentically Tie Back to Rodeo Drive
CONFIRMED:
IN PROGRESS/IDEATING:
• Activation within Rodeo Drive Celebrates Fashion Week (August) • Fashion Designer/Costumer for the Film, Mona May, Interview on Rodeo Drive: The Podcast (Contingent on Talent)
• Concours D’Elegance Integration
30th
ANNIVERSARY
&
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 Outreach Manager
DATE: March 17, 2025
SUBJECT: Proposed Partnership between Paramount Pictures and the City of Beverly Hills for the 30th Anniversary of CLUELESS Movie ATTACHMENT: 1. Proposal / Deck
2. Previous Liaison Meeting or Other Info
INTRODUCTION
This report provides the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Mayor Friedman and Councilmember Wells (Liaisons) with a review of a proposed partnership between Paramount Pictures and the City for the 30th Anniversary of the movie CLUELESS. While most of the proposal is presented for the support of the Liaisons, it would be managed by individual City departments and partners, and the items that specifically have permits or impact to the public-right-of-way are requested to be reviewed for fee waivers.
DISCUSSION
The movie CLUELESS premiered in the summer of 1995, based on the Jane Austen book Emma.
With Beverly Hills not only serving as the setting for the teen romantic-comedy, but also utilizing many iconic City locations for its actual scenes including the Electric Fountain, Rodeo Drive, Foothill Drive, the Spadena (“Witches”) House, and more, it has become a touchstone for the 1990s as well as the City. As stated by Paramount Pictures in their proposal, CLUELESS has been synonymous with Beverly Hills for the last 30 years. Their goal is through a series of community focused programming and events, the partnership can drive tourism, support local businesses, and create a positive impact on the community in an authentic way to celebrate the anniversary of the film.
Paramount Pictures has proposed a series of partnerships with the City, as well as City Partners, for a robust and fun schedule of community-driven events – both with existing events, as well as new opportunities (Attachment 1). While quite a few of the activations are still in progress, Paramount is coming to Liaisons for support now, so that they may plan with any talent requests and secure dates, as well as finalize any budget required.
A series of month-long activations could include a kickoff with the City Council’s support that could include a declaration of CLUELESS day, ribbon cutting, lighting City Hall, and a branded photo opportunity at one of the film’s locations such as the Electric Fountain or Rodeo Drive. 2 of 3
Additionally, a screening of the movie in La Cienega Park would take place on July 19, the film’s 30th anniversary that would feature local businesses and resident priority access for tickets.
Similar screenings have taken place in La Cienega Park in the past with safety and success, and all of the permit processes would be followed. For this event, Paramount Pictures requests approximately permit fees be waived (approximately $3,747). All personnel fees would still be paid. Should the Liaisons recommend a branded photo opportunity move forward as well, the permit fee is also requested to be waived (approximately $1,183 for the duration of the month).
While requesting Liaison review of the fee waiver and support of the activations with the City Council as a whole, Paramount Pictures has met with various City departments and City Partners to propose integrating CLUELESS into existing programs and events.
These include:
Community Services Department – integrating into existing events to bring community benefit to the anniversary celebration
Confirmed:
• Concerts on Cañon: 90s Themed Cover Band & Décor (July 10) In Progress:
• Summer Camp Programming
o 90s Themed Week
• Farmer’s Market
o “Demonstration Station” with Alicia (Dependent on talent) o Activation within Parks Make Life Better Pop Up (July 27 market) • Local Library Readings of Emma
• Mother/Daughter Movie Night at Greystone Mansion
Chamber of Commerce – a goal of supporting local businesses through the Chamber and NOW Beverly Hills shop local program
Confirmed:
• Local businesses outreach offer participation in overall CLUELESS activations through social toolkits or themed offerings (i.e. renaming a flavored latte to a Cher Latte for the month).
In Progress:
• Summer Garden Party Integration:
o Photo Op
o Booth featuring themed food and drinks
• Work with local businesses to create a “Sip n Shop” Experience Conference & Visitors Bureau – work with hotels to drive tourism by creating themed offerings In Progress:
• Create a CVB Landing Page to showcase all offerings
• Hotel Partnerships
o Beverly Wilshire
▪ The BLVD Dessert or Mocktail
▪ Cher inspired Spa Day
o The Maybourne Beverly Hills
o SIXTY Beverly Hills
o Beverly Hills Hotel
▪ Poolside Summer Movie Screening
3 of 3
Rodeo Drive Committee – feature the iconic fashion of the film to showcase Rodeo Drive as a mainstay for luxury
Confirmed:
• Activation within Rodeo Drive Celebrates Fashion Week (first week of August) In Progress:
• Fashion Designer/Costumer for the Film, Mona May, Interview on Rodeo Drive: The Podcast (Contingent on Talent)
• Concours D’Elegance Integration (Contingent on vehicle availability) The above Community Services and City Partner proposals do not currently carry a request for permit fee waivers, and are accounted for either in the existing partner workplans, or proposals for the next fiscal year. Should additional budget be required for any of the above, it would be the responsibility of Paramount Pictures.
The activations above would be cross-marketed by City and Partner social media and PR efforts, and Paramount Pictures. The majority of the events above would be available to the public without cost, with the exception of a few that require partner ticket sales, such as the Chamber’s Summer Garden Party, or an activation hosted in partnership with a hotel.
FISCAL IMPACT
There are no direct funds being requested by Paramount Pictures for this partnership. A waiver of City permit fees for the screening and items on the public right of way is requested. Any associated costs for hourly personnel are not requested to be waived. All other parts of the permit process, including insurance, review and approval of the fire department or building and safety requirements for inspection, etc., would be followed.
RECOMMENDATION
Staff requests the City Council Liaisons review and provide feedback regarding the proposed partnership between Paramount Pictures and the City to celebrate the 30th Anniversary of CLUELESS as described further in Attachment 1 to this report. If recommended by the Liaisons, Staff will bring forward an item at a future City Council Meeting for the full City Council approve the fee waivers.