AGENDA REPORT
Meeting Date: April 22, 2025
Item Number:
To: Honorable Mayor & City Council
From: Magdalena Davis, Community Outreach Manager
Mandy Jiang, Senior Management Analyst
Subject: A FISCAL YEAR 2024-2025 PURCHASE ORDER FOR J. BEN BOURGEOIS PRODUCTIONS, INC. IN AN AMOUNT NOT TO EXCEED
$312,254 FOR THE 2025 RODEO DRIVE CONCOURS D'ELEGANCE
FATHER'S DAY CAR SHOW
Attachments: 1. Concours d’Elegance 2025 Budget Request
2. Report to City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee from March 17, 2025
3. June 18, 2024, Agenda Report - Recommendation of the Beverly Hills City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee Regarding The Rodeo Drive Committee
Fiscal Year 2024/2025 Work Plan (without attachments)
RECOMMENDATION
Staff recommends City Council approval of a Fiscal Year 2024-2025 Purchase Order for the 2025 Rodeo Drive Concours d'Elegance Father's Day Car Show in an amount not to exceed $312,254 to J. Ben Bourgeois Productions, Inc.
INTRODUCTION
This report requests approval of a purchase order to J. Ben Bourgeois Productions, Inc. (JBB) for event production of the Concours d’Elegance Father’s Day Car Show. The event elements, including the requested purchase order amount, was recommended by the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Councilmembers Friedman and Wells (Liaisons). The services requested in this purchase order include funding to produce the event and associated street closures for the Rodeo Drive Concours d’Elegance Father’s Day Car Show to be held on Sunday, June 15, 2025.
A presentation on the event elements and costs were provided to Council at the April 22, 2025, Study Session. This item requests the City Council’s approval of the purchase order following that presentation.
Meeting Date: April 22, 2025
DISCUSSION
The Rodeo Drive Concours d’Elegance Father’s Day Car Show (Concours) has become a legacy program held in the City of Beverly Hills since its creation in 1993, with the Rodeo Drive Committee (RDC) and Bruce Meyers heading up the event. The show was in different formats between 2020-2022, but for both 2023 and 2024 the Concours event returned with a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 44,000-48,000 guests annually over the last 2 years. In addition to now being the largest single-day event held in the City, it has also gained more recognition in media in recent years.
The 2025 Concours event is scheduled for Sunday, June 15, 2025, from 10am-4pm on Rodeo Drive. It is the 30th Anniversary of the full car show, a beloved tradition for locals and visitors alike. The event and its budget were recommended by Liaisons to move forward for approval of Council.
JBB, the event production company, has a current agreement with the City to provide asneeded event management/production services for Rodeo Drive events. Under their current agreement, individual purchase orders exceeding $50,000 are brought forward for Council approval per event.
Funding Request
The 2025 Concours event funding, as in previous years, includes a combination of sponsorship funds, exhibitor fees, and a request for City funding and a fee waiver of the street closure fee. A detailed budget can be found in Attachment 1 and all previously discussed event elements in Attachment 2.
For the 2025 Concours event, the requested City funding contribution is $312,254.
Additionally, the sponsorship revenue for 2025 is projected to be at least $310,000, with the exhibitor fees at $7,725, for a total event cost of $629,979.
The chart below shows a comparison from the previous years 2023-2024. It should be noted that prior years to that were not included, as the event was cancelled or modified 2020-2022 due to the pandemic:
Funding Request 2023 actual 2024 actual 2025 estimate
City Base Funding Request $254,540 $298,450 $312,254
Overage from previous
year
$14,512 $3,533.62 N/A
Sponsorships $250,000 $337,500 $310,000
Exhibitor Fees $5,000 $7,725 $7,725
Total Budget $524,052 $647,208.62 $629,979
According to the RDC event organizers and the event producers JBB, the increased base funding request is due to several factors including:
• Increased labor costs
• Increased rental costs for k-rails, traffic control equipment, portable restrooms • Where the labor costs are controlled directly by JBB, such as production management and sponsorship management, those amounts have stayed static or decreased to accommodate higher labor in the other budget categories Meeting Date: April 22, 2025
FISCAL IMPACT
For the 2025 Concours event, organizers are requesting $312,254 from the City in base funding. Funding for this request is available in the City Council approved Fiscal Year 2024-25 (FY 24-25) Policy & Management Department Tourism and Marketing budget (00101311). The Tourism and Marketing budget is funded from the City’s Transient Occupancy Tax (TOT).
Notably, the estimates at the start of the FY24-25 for TOT allocations of $300,000 for this event were already voted upon by City Council during the budget and workplan confirmation for the RDC, at the June 18, 2024, Council Meeting (Attachment 3).
The purchase order reflects the base funding budget request. A full budget summary of the event from JBB is included in Attachment 1.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
30 YEARS - “LUXURY IN MOTION”
BEVERLY HILLS FATHER'S DAY CAR SHOW | SUNDAY, JUNE 15, 2025 Event Budget Overview – Requested Funds
Rodeo Drive Concours d 'Elegance - Beverly Hills Father's Day Car Show 2024 - FINAL Budget 2025 - Budget Estimate K-Rails, Traffic Control Plan/Management and Infrastructure Design Fees $51,968.40 $53,868.00 Street Pole Banners, Graphics, Event Directional Signage and Printed Materials $25,387.20 $25,500.00 Event Rentals, Platform Deck, Press Wall, Portable Restrooms and Furnishings $70,756.80 $72,528.00 Video Equipment, IMAG Camera Package, Technical Production, Video Monitors & Labor $62,427.90 $62,427.90 Full Street Audio Package, Technical Direction, Audio Equipment, Mixers & Labor $56,163.90 $56,163.90 Security (Set Watch, Overnight & Event) provided by 3rd Party Agency & Event Insurance $20,415.50 $21,600.00 Awards, Branded Collateral, Credentials & Sponsor Required Equipment Needs $38,933.64 $42,804.00 Production Management - Stage Manager, Event Day Coordinators, Vehicle Managers $83,069.40 $80,345.00 Automotive Marketing, Public Relations Team, Creative Services, Design & CF200 $69,252.00 $69,150.00 DJ, Event Staffing, Medical Team & Cleaning Crew $32,097.00 $33,792.00 Sponsorship Sales, Management, Logistics & Coordination $30,000.00 $20,000.00 City Street Closure/Permit Fees, Labor and Additional Costs $91,736.88 $91,800.20 Charitable Contributions to Beverly Hills Fire & Police Associations $15,000.00 TBD Charitable Contribution totals to be determined post event, paid by sponsor dollars (Beverly Hills Police Officers Association and Firefighters Association) TOTAL ESTIMATED BUDGET $647,208.62 $629,979.00
2025 Sponsorships (Pending/Estimate) <$337,500> <$310,000> 2025 Exhibitor Fees (Pending/Estimate) <$7,725> <$7,725> 2024 Event Budget Overage - Amount Waived by JBB $3,533.62 N/A City of Beverly Hills - Requested Contribution $298,450.00 $312,254.00
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: Request for Funding and Street Closures for the 2025 Rodeo Drive Concours d’Elegance Father’s Day Car Show on Sunday, June 15, 2025 ATTACHMENT: 1. Proposal Deck for the 2025 Rodeo Drive Concours d’Elegance
INTRODUCTION
This report provides the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Mayor Friedman and Councilmember Wells (Liaisons) with the request for funding and street closures for the Rodeo Drive Concours d’Elegance Father’s Day Car Show to be held on Sunday, June 15, 2025. The Liaisons are requested to review event elements, banner conceptual designs, funding, and street closure requests for the event’s 30th Anniversary.
DISCUSSION
The Rodeo Drive Concours d’Elegance Father’s Day Car Show (Concours) has become a legacy program held in the City of Beverly Hills since its creation in 1993, with the Rodeo Drive Committee and Bruce Meyer heading up the event. The show was in different formats between 2020-2022, but for both 2023 and 2024 the Concours event returned with a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 44,000-48,000 guests annually over the last 2 years. In addition to now being the largest single-day event held in the City, it has also gained more recognition in media in recent years.
The 2025 Concours event is scheduled for Sunday, June 15, 2025, from 10am-4pm on Rodeo Drive. It is the 30th Anniversary of the full car show, a beloved tradition for locals and visitors alike.
The Rodeo Drive Committee (RDC) and J. Ben Bourgeois Productions, Inc. (JBB), along with Bruce Meyer and the Kahn Media team have developed a full proposal with event elements, conceptual banners designs, street closure, and funding requests for feedback (Attachment 1).
Additional successful elements proposed to be continued at this year’s event include:
• Staged vehicle displays of classic, unique & rare cars from exhibitor entrants, including the historic vintage Beverly Hills Fire Truck (and perhaps Ambulance this year) • Sponsor partner booth displays from various brands
• Awards show with prizes in various categories for top car entries, presented on the midblock stage and shown down the block on screens
• Music provided throughout the day
2 of 4
• A local restaurant guide, created by the Chamber of Commerce and promoted by the Conference & Visitors Bureau for attendees to patronize • Variety of smaller food pop-ups serving specialty items, coffee, ice cream, water, etc. • Special donation presentation to the Beverly Hills Police Officers Association, and Beverly Hills Firefighters Association (amounts to be determined) • Large media presence anticipated
City Partnership Marketing
The 2025 Concours event will also continue to build upon on the existing partnerships between the Rodeo Drive Committee (RDC), the Beverly Hills Conference and Visitors Bureau (CVB), and the Beverly Hills Chamber of Commerce (Chamber) who will work collaboratively to amplify the marketing message with the City of Beverly Hills that this is an event open to the public and a wonderful way to spend Father’s Day in Beverly Hills. Visitors to the event, and residents of Beverly Hills, will be encouraged to shop and dine locally in Beverly Hills before, during, and after the event.
Banners & Notifications
The City, along with the partners above, will also ensure local residents are aware of the event taking place, with street pole banners placed along Rodeo, Beverly, Crescent and Canon Drives, as well as on Wilshire Boulevard from approximately May 19 until the event. Banners are not recommended to go up earlier due to the annual Spring Art Show banner placements. Liaisons are requested to review the two proposed banner designs in Attachment 1.
As with previous events, the City as part of its marketing efforts will also cover the cost of ads in local newspapers reminding residents about the upcoming street closure impacts for public information. This cost will be covered with funding in the existing Policy and Management Communications Budget. Additional notifications through the City’s social media channels, Nixle, and website will alert the public to street closures for the event.
Street Closure Request
The 2025 Concours event will require the following street closures as detailed below:
Street Closure Start Time End Time
Rodeo Drive (from Wilshire Blvd. to S.
Santa Monica Blvd.)
Saturday, June 14
9:00PM
Sunday, June 15
11:00PM
Dayton Way (from Rodeo Drive to the
alleyways east & west)
Saturday, June 14
9:00PM
Sunday, June 15
11:00PM
Brighton Way (from Rodeo Drive to the
alleyways east & west)
Saturday, June 14
9:00PM
Sunday, June 15
11:00PM
A required Fire Lane will be maintained at all times for safety. Access to the City’s Brighton Way garage and Two Rodeo’s garage will be maintained with traffic control, and the event organizers will work with the Rodeo Collection and their restaurant tenants in particular to provide their patrons with alternate parking and rideshare drop off locations, since their garage access will be closed.
Funding Request
The 2025 Concours event funding, as in previous years, includes a combination of sponsorship funds, exhibitor fees, and a request for City funding and a fee waiver of the street closure fee. A detailed budget can be found in Attachment 1. In previous years, if sponsorship dollars were raised in excess of projection targets, any excess sponsorship was provided to the City to reduce 3 of 4
the overall contribution to event costs, as occurred last year. This year, there is no rollover, however the RDC and JBB have continued to raise their sponsorship goals from to $310,000 this year to ensure that all costs are met and a potential overage could occur to assist with savings, as in last year’s contribution to the BH Policy and Fire Associations.
Fee Waiver & Permit Fees
From the sponsorship and exhibitor fees raised, the RDC and JBB typically pay for permit and personnel costs for the event. In previous years, the street closure fee that is typically collected with other permit fees, was waived for the street closures on Rodeo Drive, Dayton Way, and Brighton Way by request of the RDC to assist in offsetting the costs of the event for public benefit.
This year, the street closure fee is again requested to be waived. The total fee waiver will be determined based on the approved layout by City staff, including BHPD, for the footprint of the event, and is valued at approximately $20,378 according to the City’s FY24-25 Fee Schedule.
City Funding
For the 2025 Concours event, the requested City funding contribution is $319,974.25.
Additionally, the sponsorship revenue for 2025 is projected at least $310,000, with the exhibitor fees at $7,725.
For the 2024 Concours event, the requested City funding contribution was $298,450. The final amount of sponsorship raised was ultimately higher, which assisted in offsetting the cost of the event.
The chart below shows a comparison from the previous years 2023-2024. It should be noted that prior years to that were not included, as the event was cancelled or modified 2020-2022 due to the pandemic:
Funding Request 2023 actual 2024 actual 2025 estimate
City Base Funding Request $254,540 $298,450 $319,974
Overage from previous year $14,512 $3,533.62 N/A
Sponsorships $250,000 $337,500 $310,000
Exhibitor Fees $5,000 $7,725 $7,725
Total Budget $524,052 $647,208.62 $637,669.25
According to the event organizers, the increased base funding request is due to several factors including but not limited to the following:
• Increased costs for labor in budget categories
• Increased rental costs for k-rails, traffic control equipment, portable restrooms • Where the labor costs are controlled directly by JBB, such as production management and sponsorship management, those amounts have stayed static or decreased to accommodate higher labor in the other budget categories
FISCAL IMPACT
For the 2025 Concours event, organizers are requesting $319,974 from the City in base funding.
Funding for this request is available in the City Council approved Fiscal Year 2024-25 (FY 24-25) Policy & Management Department Tourism and Marketing budget (00101311). The Tourism and Marketing budget is funded from the City’s Transient Occupancy Tax (TOT). Notably, the estimates at the start of this FY24-25 budget of $300,000 from TOT allocations were already recommended by the Liaisons during workplan preparation for the RDC, last June. 4 of 4
An additional $310,000 is proposed to be raised in sponsorships and an additional $7,725 to be raised in exhibitor booth fees by the event organizers and production team. Additional costs taken on by the City are for notifications through newspaper advertisements. Funding for this request is available in the City Council approved FY24-25 Policy & Management Department Communications budget (48008302). And finally, the Liaisons are requested to recommend the street closure fee waiver, and duration of the street closure.
RECOMMENDATION
Staff requests City Council Liaisons provide a review and recommendation of the event elements, banner conceptual designs, funding request, and street closure requests for the 2025 Concours d’Elegance Father’s Day Car Show on Rodeo Drive. Based on Liaison feedback, the item will be taken to the full City Council at the April 22, 2025, City Council Study Session.
Attachment 1
30 YEARS -
“LUXURY IN MOTION”
BEVERLY HILLS FATHER'S DAY CAR SHOW | SUNDAY, JUNE 15, 2025 2025
CONCOURS D'ELEGANCE
One of the country's largest & most affluent car shows and single-day events 44,000 IN ATTENDANCE
Official 2024 count by the City of Beverly Hills
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The Rodeo Drive Concours d 'Elegance, a Father’s
Day tradition in Beverly Hills for the past 30 years,
returns to Rodeo Drive to celebrate “Luxury in
Motion,” on Sunday, June 15, 2025. There will be
plenty to do and see for everyone as Beverly Hills
rolls out the red carpet for one of its largest and
most popular annual events.
CELEBRATING THE 30th
ANNIVERSARY OF THE
RODEO DRIVE CONCOURS
D'ELEGANCE….
LUXURY IN MOTION
The Rodeo Drive Concours d 'Elegance Father's Day
Car Show has a long and rich history of drawing residents and visitors to the most popular street in Beverly Hills. The annual Father's Day car show has been a staple for dads and their families since its creation in 1993. Founded by Bruce Meyer, the event annually draws over 44,000
attendees, as well as the eyes of the world online, on
television and in print.
The Rodeo Drive Concours d 'Elegance is built around
giving back to the community. The Beverly Hills Police
Officers Association and Beverly Hills Firefighters
Association will receive donations at the event.
The luxurious setting of the show, combined with its
charitable impact, are two of the signature elements that make the Rodeo Drive Concours d ’Elegance a uniquely
celebrated Southern California tradition.
30 YEARS
OF FAMILY
TRADITION
The multi generational family
-oriented
event offers people of all interests
exceptional shopping, fine dining and
exotic automobiles. Its location is key,
resting on one of the most famous streets
in the world, surrounded by the automotive
industry's biggest personalities and multi-
million-dollar collector automobiles.
The Rodeo Drive Concours d 'Elegance is
important, because it’s: • A respected voice in the automotive community.
• One of the world's largest car shows. • Named in Travel Guides as a must-attend event.
• Synonymous with Father's Day in the car
world.
• One of USA TODAYS 10BEST Car Shows • A beloved and treasured tradition for the Local Community!
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2025 EVENT DETAILS:
FATHER'S DAY
SUNDAY, JUNE 15, 2025
10 a.m.-4 p.m.
• Rodeo Drive will host nearly 100 incredible show cars alongside displays by supporting sponsor partners of the event
• The Beverly Hills Chamber of Commerce and The Beverly Hills Conference & Visitors Bureau partner to support the event. • Attendees will enjoy specialty food trucks, music, vendors and interactive displays
• This one-day event covers three full blocks of Rodeo Drive and awards top car collectors from all over the U.S.
It’s not unusual to see one-off cars, North
American debuts and celebrity
appearances at the Rodeo Drive Concours
d 'Elegance. The glamour of the
environment is not lost on the crowds, as
many attend not just for the cars, but also
the celebration surrounding them. The
Rodeo Drive Concours d 'Elegance captures
all the glitz and glamour of Rodeo Drive
combined with a car show’s
down-to-earth feel.
HIGHLIGHTS
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2024 MEDIA SUMMARY
68 5 BILLION 5
Local TV
Stations in attendance
Total media
impressions
Articles in
May/June 2024
2.3 MILLION
Total social media
reach
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2024 MEDIA COVERAGE
Each year, dozens of automotive and mainstream media outlets cover the event in the lead-up, day-of and afterward. The one-day show benefits from months of coverage online, in print, and on television – increasing exposure for Rodeo Drive and the city beyond just the day of the event. In 2024, major Los Angeles-area television and radio stations shared on-air coverage with their viewers. In addition to traditional media, the event also draws plenty of social media influencers, both automotive and otherwise.
Provided by event partner Kahn Media
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Rodeo Drive Concours D'Elegance
Made Dads Happy Across SoCal
The 29th annual event had supercars, grand classics, and lowriders for all car-loving dads.
Rodeo Drive Concours d'Elegance
Center Median and Sidewalk Banners – Option A
Center Median Sidewalk
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RODEO DRIVE
CONCOURS
D'ELEGANCE
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10AM-4PM
JUNE
RODEO DRIVE
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FATHER'S DAY
CONCOURS
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Center Median and Sidewalk Banners – Option B
Center Median Sidewalk
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CONCOURS
D'ELEGANCE
POWERED BY
O'GARA
JUNE
RODEO DRIVE
SHOW
CONCOURS
D'ELEGANCE
Street Closure Overview - Request & Details
Event Street Closure Request Dates & Times:
Saturday, June 14 @ 9:00pm - Sunday, June 15 @ 11:00pm
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Event Partnership
• CVB will promote the event on their social media channels: Instagram, Facebook, LinkedIn, Pinterest, Threads, TikTok and X (224,000 total followers)
• CVB will create an event page where social media content will link to for more detailed information: https://lovebeverlyhills.com/events • CVB event page will link to RDC event page at https://www.rodeodrivebh.com/ • CVB will create a Concours d ’Elegance website homepage “slider” (image carousel) which will link to their event page
• CVB will feature the event in their May and June eNewsletters for Visitors, Partners, Media and Trade (“delivered” distribution size of 33,000 active email subscribers)
• CVB will complete and publish an article of special Father’s Day festivities and events throughout the city at our hotels, restaurants, spas, attractions and more. The article will be promoted in all our marketing channels, including social media, approximately 10 days to two weeks out from the Concours d ’Elegance, pending information availability.
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Event Partnership
• Chamber will promote the event on their social media channels: Instagram, Facebook, Twitter.
• Chamber will promote the event on NowBeverlyHills channels: Instagram, Facebook and Twitter.
• Chamber will feature the event in June eNewsletters for members and nonmembers (with a distribution size of 10,000 email subscribers). • Chamber will feature the event in June eNewsletter for NowBeverlyHills (with a distribution size of 4,000 email subscribers).
• Chamber will do a “round up” for where to eat that day on Father’s Day and reach out to Chamber members to see if they have anything special going on and then create an article in the NowBeverlyHills newsletter and promote on NowBeverlyHills channels, about a week to 10 days out. Will include various price points and options.
• Chamber will mention the event during upcoming Walk the Neighborhood meetings with businesses, so they are aware.
• Chamber will reach out to 208 Rodeo, Gucci Osteria, The Blvd, the Hideaway that are all on Rodeo Drive to confirm hours and any dining reservation options for that day/weekend and will also provide a QR code with a listing of Beverly Hills restaurants open that day.
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COMMERCE
Event Budget Overview – Requested Funds
Rodeo Drive Concours d 'Elegance - Beverly Hills Father's Day Car Show 2024 - FINAL Budget 2025 - Budget Estimate K-Rails, Traffic Control Plan and Infrastructure Design Fees $51,968.40 $53,868.00 Street Pole Banners, Graphics, Event Directional Signage and Printed Materials $25,387.20 $25,500.00 Event Rentals, Platform Deck, Press Walls, Portable Restrooms and Furnishings $70,756.80 $72,528.00 Video Monitors, IMAG Camera Package, Technical Production, Video Equipment & Labor $62,427.90 $62,427.90 Full Street Audio Package, Technical Direction, Audio Equipment, Mixers & Labor $56,163.90 $56,163.90 Security (Set Watch, Overnight & Event) provided by 3rd Party Agency & Event Insurance $20,415.50 $21,600.00 Awards, Branded Collateral, Credentials & Sponsor Miscellaneous Equipment Needs $38,933.64 $42,804.00 Production Management - Stage Manager, Event Day Coordinators, Vehicle Managers $83,069.40 $80,345.00 Automotive Marketing, Public Relations Team, Creative Services, Design & CF200 $69,252.00 $69,150.00 DJ, Event Staffing & Cleaning Crew $32,097.00 $33,792.00 Sponsorship Sales, Management & Coordination $30,000.00 $30,000.00 City Street Closure/Permit Fees, Labor and Additional Costs $91,736.88 $91,800.20 Contributions to Beverly Hills Fire & Police Associations $15,000.00 N/A TOTAL ESTIMATED BUDGET $647,208.62 $639,979.00
2025 Sponsorships (Pending/Estimate) <$337,500> <$310,000> 2025 Exhibitor Fees (Pending/Estimate) <$7,725> <$9,375> 2024 Event Budget Overage - Amount Waived by JBB $3,533.62 N/A City of Beverly Hills - Requested Contribution $298,450.00 $320,604.00 Notes: Charitable Contribution totals to be determined post event, paid by sponsor dollars (Beverly Hills Police Officers Association and Firefighters Association) J. Ben Bourgeois Productions, Inc.
Attachment 3
AGENDA REPORT
Meeting Date: June 18, 2024
Item Number:
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 RODEO DRIVE COMMITTEE
FISCAL YEAR 2024/2025 WORK PLAN
Attachments: 1. Rodeo Drive Committee Proposal for 2024-2025 Website and Social Media from Bold LA
2. Rodeo Drive Committee Partnership with Richard Orlinski for “Rodeo Drive Celebrates” Public Art Display and Banner Design
3. Rodeo Drive Liaison Report from May 22, 2024 (without attachments)
RECOMMENDATION
The Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee, Mayor Friedman and Councilmember Wells (Liaisons), recommend the City Council approve the Fiscal Year 2024/2025 (FY 24/25) work plan and funding request from the Rodeo Drive Committee (RDC) in the amount of $197,998, for funding to continue ongoing operational projects including website, social media, and the banners for “Rodeo Drive Celebrates” programs for Summer and Fall 2024.
INTRODUCTION
The Liaisons met on May 22, 2024, and recommended the proposal from the Rodeo Drive Committee (“RDC”) for funding to continue ongoing operational projects for Fiscal Year 2024-2025 (“FY 24/25”) as well as funding for the “Rodeo Drive Celebrates” programs for Summer and Fall 2024.
The RDC receives funding from the City’s Tourism and Marketing Budget, which is funded through the City’s transient occupancy tax (TOT). The request from the RDC for website and social media funding is $184,998 (no increase from prior years) and the request for the “Rodeo Drive Celebrates” funding was reduced from $26,000 to $13,000 due to a partnership with sculptor Richard Orlinski, for a total funding request from the RDC for FY 24/25 of $197,998. This represents a $13,000 reduction from the FY 23/24 request.
BEVERLW
HILLS
i
Meeting Date: June 18, 2024
DISCUSSION
The Rodeo Drive Committee is a nonprofit volunteer membership organization comprised of nearly 100 retailers, hotels and property owners that help shape the present and future of the world-famous destination. Founded in 1972, the Committee promotes Rodeo Drive through a variety of programs, which enhance the street’s image, provide public benefit to residents, and visitors alike.
Prior to the start of each fiscal year, the Beverly Hills City Council Liaison/Rodeo Drive Committee/Special Events/Holiday Program Committee (“Liaisons”) meet to discuss and review the annual work plan items for the upcoming year for the RDC. The Committee recommended moving forward the RDC’s proposed work plan without modifications, asking only for a year-over-year budget comparison.
It should be noted that this work plan request is the base funding for the fiscal year; annual, signature events such as the Concours d’Elegance Father’s Day Car Show and Holiday Lighting Kickoff, which are partnerships between the RDC and City, are brought separately to the Liaisons and full City Council for review and approval.
For many years, the RDC has received City support to conduct marketing and events on behalf of its retailers, hotels, and property owners to promote tourism and visitor spending on Rodeo Drive. Funding for these purposes has traditionally been provided from the City’s Tourism and Marketing Budget (“TOT”).
The RDC’s proposed annual work plan and funding request is in two parts, the first was presented at the May 22, 2024, Liaison meeting: $184,998 for FY 24/25 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1). These tools will be used for:
• Website Updates and Management / Content Curation
• Social Media Management / Content Curation
• General Maintenance and Third-Party Costs (Website Hosting, Apps, Email, SEO, etc.)
Secondly, the RDC proposes to continue the twice-yearly program “Rodeo Drive Celebrates” in August and October 2024. The inaugural events took place this FY 23/24 in Summer and Fall 2023, with the participation of different retailers, restaurants, and hotels. The first campaign was held the first week of August and focused on Fashion while the second campaign was held the first week of October and focused on Timepieces and Fine Jewelry.
The RDC seeks to repeat the themes to continue the success that each enjoyed, with individual brands creating activations and experiences for visitors and shoppers.
The RDC has also themselves created experiences, most notably through partnerships for public art displays. At the May 10, 2024, Liaison meeting, the RDC presented and received a recommendation for an art partnership with notable sculptor Richard Orlinski for 8 largescale animal art pieces to be displayed from August through early November to encompass both “Rodeo Drive Celebrates” events (Attachment 2).
The RDC is not seeking a funding allocation from the City for the event programs themselves, or the street pole banners for August, however they do request funding for October street pole banners, and print advertising for both campaigns in the local Beverly Hills newspapers.
Meeting Date: June 18, 2024
Funding for the street pole banners is requested in the amount of $13,000. Both the marketing, social media, and website work plan, as well as the program street pole banners may be funded by anticipated Tourism & Marketing budget funds in FY 24/25. Funding for the print advertising in local Beverly Hills newspapers may be funded by anticipated Policy and Management Communications Division budget funds in FY 24/25. The items in the RDC work plan support the City’s mission and focus, including brand awareness, community benefit, and bringing travelers and shoppers to Beverly Hills.
FISCAL IMPACT
To carry out the proposed work plan for FY 24/25, the RDC requests from Council $184,998 for Digital and Website Management based on the categories below, which is no increase from the previous two fiscal years. As well as $13,000 for the “Rodeo Drive Celebrates” street-pole banner campaigns, decreased from the prior year request of $26,000, due to the Richard Orlinski art partnership. Funding for the print advertising in local Beverly Hills newspapers may be funded by anticipated Policy and Management Communications Division budget funds in FY 24/25. The total RDC funding request from the City for FY 24/25 is $197,998:
Digital & Website Management FY 24/25
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Curation $103,997
General topics & Maintenance $15,998
Total Agency Fee $159,998
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $10,000
Website Template Updates, Hosting of Website, Apps, Email $2,000 Previous Language plug-in & SEO in new Fiscal Year $4,000 Misc. Expenses $1,000
Total Third-Party Costs $25,000
Rodeo Drive Celebrates Program FY 24/25
August Street-Pole Banners $0*
October Street-Pole Banners $13,000
Rodeo Drive Celebrates Total $13,000 plus ads**
RDC FY 24-25 Total Funding Request $197,998
*The August banners are paid for through the RDC and Richard Orlinski art partnership **Local advertisements are not paid for through the TOT budget The Liaisons recommended to see a year-over-year comparison of the Rodeo Drive budget form the City. The table below reflects the consideration approved by the City Council for the Rodeo Drive Committee’s Agreements with the City for the last four fiscal years and the proposed request for FY 24/25 for the RDC work plan for based funding and any specific additional programming only.
Any further back (FY 19/20 and before) will not be an accurate comparison, since the City’s BOLD Summer and Holiday programs ran for three years from 2017-2019, and had significant additional costs associated, outside of the base funding and any special programming, in collaboration with all City partners, including the RDC.
Meeting Date: June 18, 2024
FY 20/21
Adopted
Budget
FY 21/22
Adopted
Budget
FY 22/23
Adopted
Budget
FY 23/24
Adopted
Budget
FY 24/25
Proposed
Budget
RDC Base
Funding $148,332 $158,332 $184,998 $184,998 $184,998
Activations &
Programs $40,000 $20,000 $296,952 $26,000 $13,000
Podcast* Podcast** Summer
Program***
Rodeo Drive
Celebrates
Rodeo Drive
Celebrates
Total $188,332 $178,332 $481,952 $210,998 $197,998
*Council approved an initial 8-episode podcast series for Rodeo Drive **Council approved a 2
nd season of Rodeo Drive: The Podcast, due to its pandemic success ***In FY 22/23 Council approved a 6-week Summer activation (similar to the BOLD programs of years’ past) for Rodeo Drive Committee
The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (“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 over 26 years.
The Finance Department is currently forecasting a TOT revenue of $51,200,000 for FY24/25, as of the May 21, 2024, budget presentation to the City Council. Using the $51,200,000 estimate for TOT, the one-seventh amount would be $7,314,285. Staff anticipates the funding would be allocated for various programs and partner agreements:
Description of Program to be Funded from
Tourism & Marketing Budget (TOT)
Previous Budget
Allocation FY
23/24
Potential Budget
Allocation FY
24/25
Intellectual Property Legal Services $100,000 $100,000
Conference & Visitors Bureau
Requested funding for FY 24/25
Work Plan
$4,809,410 $4,987,891
Rodeo Drive Committee
Requested funding for FY 25/25 Work
Plan
$210,998 $197,998
Portion of the Beverly Hills Chamber of
Commerce Work Plan
Requested funding for FY 24/25, including
additional funding
$120,150 $173,245
Landscape Funding for Rodeo Drive
Estimate as actual may vary
$30,000 $30,000
Concours D'Elegance in 2025
Estimate based on prior year $255,000 $300,000
Contingency Funding for other Tourism &
Marketing Events (including the Holiday Lighting
Celebration and Rodeo Drive Holiday
Décor for Holidays 2025)
$1,331,585 $1,525,151
Total $6,857,143 $7,314,285
Meeting Date: June 18, 2024
Keith Sterling,
Deputy City Manager
Approved By