STAFF REPORT
Meeting Date: June 3, 2025
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Chad Lynn, Deputy Director Special Projects, Public Safety Subject: Recommendation of the City Council Liaison / Rodeo Drive/Special Events/Holiday Program Committee for Fiscal Year 2025-2026 Workplan and Funding Request for the Rodeo Drive Committee (RDC)
Attachments: 1. Rodeo Drive Committee Proposal for 2025-2026 Website and Social Media from ALLY Communications & Marketing
2. 2025 “Rodeo Drive Celebrates” Program & Banners
3. Council Report from February 19, 2025: Rodeo Drive
Committee Partnership for Public Art Displays (without
attachments)
4. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee – Report from May 12, 2025 (without
attachments)
INTRODUCTION
This item requests Council review of the Liaison recommendation of the proposal from the Rodeo Drive Committee (RDC) for funding for ongoing operational projects of their website, social media, and “Rodeo Drive Celebrates” program for Fiscal Year 2025-2026 (FY 25/26) as well as banners associated with Summer and Fall 2025.
The RDC receives funding from the City’s Tourism and Marketing Budget, which is funded through the City’s transient occupancy tax (TOT). Liaisons recommended to approve the request from the RDC for website and social media funding is $184,998 (no increase from prior years) and this year, there is no request for “Rodeo Drive Celebrates” funding for banners, due to partnerships with sculptor Richard Orlinski, and RDC member Dior.
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.
Meeting Date: June 3, 2025
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. On May 12, 2025, Liaisons Mayor Nazarian and Councilmember Friedman made a recommendation to recommend approving the RDC’s proposed work plan, including their website, social media, and “Rodeo Drive Celebrates” program banners (Attachment 4).
It should be noted that this proposed workplan 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 Celebration, 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 to promote tourism and visitor spending on Rodeo Drive on behalf of the retailers, hotels, and property owners. Funding for these purposes has traditionally been provided from the City’s Tourism and Marketing Budget, funded by Transient Occupancy Tax (“TOT”). The current work plan is proposed to be funded from the same budget.
The RDC’s proposed annual work plan and funding request of $184,998 for FY 25/26 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1) from ALLY Communications and Marketing. These tools will be used for:
• Website Updates and Management / Content Curation;
• Social Media Management / Content Production, Curation & Engagement; • And Third-Party Costs (paid social media advertisement, purchasing content, website hosting and templates, apps, email, language plug-in, SEO, AI chat bot, etc.)
The funding request of $184,998 has not increased over the last four fiscal years. Liaisons recommended approval for the proposed scope and budget, noting that key metrics have increased and improvements, particularly to the website, have been made year-over-year, without the budget increasing.
Additionally, the RDC proposes to continue the twice-yearly program “Rodeo Drive Celebrates” in August and October 2025. The inaugural and follow up annual events took place for the last two years in Summer and Fall 2023 and 2024, with participation from RDV member retailers, restaurants, and hotels. The first campaign, “Rodeo Drive Celebrates Fashion” is held the first week of August 4-10, 2025, while the second campaign, “Rodeo Drive Celebrates Timepieces and Fine Jewelry” is held the first week of October 6-12, 2025.
The program’s goal is to continue the success of individual brands creating activations and experiences for visitors and shoppers. In addition to the marketing that RDC conducts for these programs, they also utilize the City’s street-pole banner program for awareness of these events. In order to eliminate the need for additional City funding, the RDC has sought partnerships with artist Richard Orlinski designing and sponsoring the Summer banners, and RDC merchant Dior designing and sponsoring the Fall banners.
These banners are in addition to the partnerships the RDC has curated for public art displays. At the City Council meeting of February 19, 2025, the RDC received City cosponsorship approval for art partnerships with notable artists Mr. Brainwash and Richard Orlinski (Attachment 3). During both “Rodeo Drive Celebrates” programs, Orlinski’s largescale animal art pieces will be on display. The City is a co-sponsor of the Rodeo Drive Meeting Date: June 3, 2025
Celebrates program and public art displays, waiving the permit fees and reviewing all designs for banner artwork.
The RDC is not seeking funding from the City for the event programs or the street pole banners for either event. Liaisons recommended the program and banner designs move forward for Council approval (Attachment 2), after a few questions regarding the designs as not potentially impactful as previous banner campaigns. The RDC noted that with a partner, matching the aesthetics of their brand was a priority, and that the final design could potentially have a border or other highlight of color for Dior. For the Orlinski banners, the RDC took Liaison feedback to develop new options for Council review. Of the now 3 options presented, the RDC’s preferred design is the more colorful yellow and pink panther street pole banner. With a banner update, Liaisons expressed their support of the banner partnerships as part of their FY25-26 Workplan, and requested the RDC work with City staff on a coordinated communications and marketing plan for both “Rodeo Drive Celebrates” events, noting that seeking partnerships was an excellent model for the program, rather than as an additional funding request from the City.
The items in the RDC workplan support the Tourism and Marketing mission of the City, including brand awareness, community benefit, and bringing travelers and shoppers to Beverly Hills.
FISCAL IMPACT
To carry out the proposed Work Plan for FY 25/26, the RDC requests $184,998 for Website and Social Media Management based on the categories below, which is no increase from the previous three fiscal years:
Website & Social Media Management FY 25/26
Total Agency Fee, Including: $159,998
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Production, Curation & Engagement
$119,995
Total Third-Party Costs, Including: $25,000
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $8,000
Website Template Updates, Hosting of Website, Apps, Email, Language plug-in
$4,000
SEO, AI chat bot (NEW) $4,000
Misc. Expenses $1,000
Rodeo Drive Celebrates Program FY 25/26
Rodeo Drive Celebrates Total* $0
RDC FY 25/26 Total Funding Request $184,998
*No City funds will be used for The Rodeo Drive Celebrates program or banners for FY 25/26 The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of 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 City’s Finance department has projected a total TOT budget of $46,363,000 for FY 25/26. This is a lower projection than prior years, and consequently the one-seventh of total TOT revenue for the Tourism and Marketing budget has been lowered to $6,657,132.
Meeting Date: June 3, 2025
In addition to the Rodeo Drive Committee Workplan, the Tourism and Marketing budget also traditionally supports the Conference and Visitors Bureau workplan, the marketing portion of the Chamber of Commerce workplan, Rodeo Drive Holiday Décor and Lighting Celebration event, a portion of the Concours d’Elegance event, and trademark branding legal services. All City Partners listed above were advised of this projection in advance of their workplan proposals, so they could tailor their budget proposals accordingly.
RECOMMENDATION
Staff recommends that the City Council Liaisons review and approve the RDC work plan and funding request for FY 25/26. If approved, an agreement with the RDC in the amount of $184,998 will return as an item at a future City Council formal session.
Keith Sterling,
Deputy City Manager
Approved By
The $184,998 request would be funded from the FY 25/26 revenue budget estimate.
Attachment 1
RDC Website & Social Media
FISCAL YEAR 25/26
Please click on the link if the video doesn’t play.
ANALYTICS 07/01/23 - 04/30/24 07/01/24 - 04/30/25 PERCENT CHANGE
INSTAGRAM
Follower 105,861 107,936 2%
Reach 7,786,739 17,212,297 121%
Post Engagement* 478,36O 1,039,668 117%
FACEBOOK
Follower 80,721 84,697 5%
Reach 17,173,566 18,350,475 7%
Post Engagagement 122,955 129,545 5%
TIKTOK
Follower 2,871 3,639 27%
Total Views 109,277 157,637 44%
Total Engagement 13,464 25,228 87%
INSTAGRAM FOLLOWERS
107.9K
2% up
Since last year
FACEBOOK FOLLOWERS
84.6K
5% up
Since last year
TIKTOK FOLLOWERS
3.6K
27% up
Since last year
3 Our year in
numbers
Analytics: Iconosquare, plus *Meta ad account
4 0
6,000,000
12,000,000
18,000,000
24,000,000
30,000,000
36,000,000
23/24 24/25
Reach
Numbers across channels
189,000
190,333
191,667
193,000
194,333
195,667
197,000
23/24 24/25
Follower
0 200,000
400,000
600,000
800,000
1,000,000
1,200,000
23/24 24/25
Engagement
5 GLOBAL STRATEGY:
• Global Gateway: Transform Rodeo Drive from a physical street to a worldwide digital experience to support tourism and in-person visits. IG followers: 60% International, 33% National, 7% Local audience
• Iconic Image: Position Rodeo Drive as the ultimate iconic global luxury destination through premier brands and signature events • Next-Gen Appeal: We captivate tomorrow's prestige clientele through engaging content, ensuring Rodeo Drive's enduring relevance with the next generation of luxury consumers.
• Strategic Amplification: Our paid campaigns serve dual purposes – Reaching new followers and informing people about specific activations.
LOCAL IMPACT:
• Business support: Successfully supported 60+ Rodeo Drive businesses this year – evidenced by a 65% increase in brand feature requests last year • Architectural heritage: Showcase architectural landmarks and cultural identity through digital storytelling, e.g., Frank Lloyd Wright's building • Strategic Partner: Collaboration and unified messaging with city entities maximize event impact and strengthen Beverly Hills' luxury positioning • Event Catalyst: Promote signature events like the Concours d'Elegance or the Holiday Lighting Celebration.
Global Strategy & Local Impact
RDC / FISCAL YEAR 25/26
6 Our daily engagement creates passionate advocates both locally and globally. By showcasing visitor-generated content and fostering authentic connections, we transform residents into proud ambassadors while building a worldwide community of Rodeo Drive enthusiasts who extend our reach, drive interest, and support the local economy.
The Power of Community: Two-Way Community Power
Fiscal Year 22/23 23/24 24/25 25/26
Social media
Social media channels Instagram, Facebook, Pinterest,
TikTok
Instagram, Facebook, Pinterest,
TikTok
Instagram, Facebook, Pinterest,
TikTok
Instagram, Facebook, Pinterest,
TikTok
Rodeo Drive Content UGC content + more original
content, 1-2 content creator
UGC content + more original content,
1-2 content creator
UGC content + more original
content, 1-2 content creator
UGC content + more original
content, 1-2 content creator
Member’s content Brand’s campaigns + original
content
Brand’s campaigns + more focus on
original content
Brand’s campaigns + more focus on
original content
Brand’s campaigns + more focus on
original content
Website
Website Relaunch /Optimization Content updates Content updates Content updates Additional tools Accessibility Plug in, Optimized
CMS Chinese, Arabic, Spanish SEO Optimization AI chat bot for website Member’s content Directory, Events, Rodeo Drive
Recommends, Podcast
Directory, Events, Rodeo Drive
Recommends, Podcast, Collections
Directory, Events, Rodeo Drive
Recommends, Podcast, Collections,
RD Celebrates
Directory, Events, Rodeo Drive
Recommends, Podcast, Collections,
RD Celebrates
Budget
Agency Fee 159,998 159,998 159,998 159,998
3rd party budget 25,000 25,000 25,000 25,000
Total budget 184,998 184,998 184,998 184,998
UPDATES IN SCOPE OVER THE YEARS
Social Media & Website Management FY 25/26
Agency Fee:
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Production & Curation & Engagement $119,995 3rd Party Costs:
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $8,000
Website Template Updates, Hosting of Website, Apps, Email, Language plug in $4,000 Previous SEO, AI chat bot in new Fiscal Year $4,000
Misc. Expenses $1,000
Total Funding Request: $184,998
BUDGET FOR FISCAL YEAR 25/26
© 2025
JULIANE KRINGE
Vice President
[email protected]
ALLY Communication & Marketing LLC 958
S Broadway, Los Angeles, CA, 90015
www.ally-la.com
These presented ideas, concepts and
ambassadors are intellectual property of
the ALLY Marketing & Communication LLC.
They were compiled for your eyes only. They
shall not be executed without BOLD or
presented to others. Thank you for your
understanding and compliance with this
policy.
THANK YOU
Attachment 2
THE RODEO DRIVE COMMITTEE
2025 Rodeo Drive Celebrates Banners
The Rodeo Drive Celebrates Initiative
The Rodeo Drive Celebrates Initiative was established by the Rodeo Drive Committee in partnership with the City of Beverly Hills to invite guests to discover and experience the exceptional craftsmanship, creativity and innovation of the iconic luxury fashion thoroughfare.
Participating luxury brands, boutiques, restaurants, and The Four Seasons Beverly Wilshire collaborate for a week of enticing activations. Offering guests pre-fall collection previews, personalized styling sessions, exclusive product offerings, and exclusive brand invitations draws attendance and attention. Coinciding with these events are public art installations adorning Rodeo Drive.
Rodeo Drive Celebrates
Fashion Banners
+
Richard Orlinski Art
Installation
Install 6/20, display
through 9/1
RODEO
DRIVE
LEFT RIGHT SINGLE
Rodeo Drive Celebrates
Timepieces & Fine Jewelry
Banners
+
DIOR Grand Opening
Install 9/1, display
through 10/30
Attachment 3
AGENDA REPORT
Meeting Date: February 19, 2025
Item Number:
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Subject: RECOMMENDATION BY THE RODEO DRIVE /SPECIAL EVENTS /HOLIDAY PROGRAM LIAISONS FOR RODEO DRIVE COMMITTEE
PARTNERSHIPS WITH MR. BRAINWASH AND RICHARD ORLINSKI
FOR 2025 PUBLIC ART DISPLAYS
Attachments: 1. Overview of “Rodeo Drive is a Work of Art”, Public Art Display Partnership with Rodeo Drive Committee and Mr. Brainwash, February – June 2025
2. Overview of “Richard Orlinski – Rodeo Drive Season 2” Public Art Display Partnership, July 2025 – January 2026
3. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee Report from January 31, 2024 (without attachments)
RECOMMENDATION
This report reviews the recommendation of the Rodeo Drive /Special Events /Holiday Program Liaisons for support of partnerships between the Rodeo Drive Committee (RDC) and artists for temporary art display on Rodeo Drive in 2025 that includes Mr.
Brainwash from February – June 2025, and Richard Orlinkski from July 2025 – January 2026, as well as the recommendation of a waiver of approximately $5,486 in special event and public right of way installation permits.
INTRODUCTION
This report provides the recommendation of the Beverly Hills City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee (Liaisons) of Mayor Friedman and Councilmember Wells to support art partnerships between the RDC and artists Mr. Brainwash and Richard Orlinski, for separate public art displays in 2025:
1. The first art partnership was recommended with acclaimed artist Mr. Brainwash, including the art displays details in concept, sculpture, location, and duration, dubbed “Rodeo Drive is a Work of Art” from February - June; and
2. A separate public art display with celebrated artist Richard Orlinski, “Rodeo Drive Season 2”, which has for Liaison review the art sculpture concepts only, in Meeting Date: February 19, 2025
order to develop and fabricate custom pieces, for a potential display from June 2025 – January 2026.
While no funding from the City was requested, a waiver of permits of $5,486 total was recommended, along with support for the displays.
DISCUSSION
The RDC has activated the street with festive public art displays that offer photo opportunities for shoppers and visitors since 2017, and with partnerships the last two years. Most recently, in 2024, successful and safe exhibitions from Mr. Brainwash and Richard Orlinski were well-received by Rodeo Drive merchants, media, and the public.
Public art displays on Rodeo Drive have been featured during many previous summer activations, including photo backdrops. Other public art in the City, such as Janet Echelman for BOLD, have also been up for temporary display. On Rodeo Drive, each installation has garnered significant media and social media attention from both residents, tourists and media alike. In 2019 as part of BOLD Summer, Mr. Brainwash large-scale art was temporarily displayed before being installed long term on the 200 block of the street, and elsewhere in Beverly Hills. In 2023, City Council approved the RDC “IMAGIRO” collaboration with Mr. Brainwash, with the large-scale origami artwork.
Last year, Mr. Brainwash partnered with the RDC for a heart-themed “Life is Beautiful” exhibition of sculptures during the first half of the year, while for the first time, acclaimed French artist Richard Orlinski partnered to display large-scale animal sculptures that timed with both Rodeo Drive Celebrates events starting in August, through the holiday season.
The RDC did also report to the Liaisons that the public art display programs not only activate the street, but have been well-received by both merchants and landowners.
Subsequently, with the program’s growth, they will be looking to expand the selection committee to include more participants such as landowners, and will continue to hold the artists to the highest standards of criteria, including safety, while also taking new criteria recommendations from a selection group into account for the future.
Thierry Guetta, best known by his moniker Mr. Brainwash, is a French-born street artist with worldwide recognition whose Beverly Hills contemporary art museum opened in December 2022. The proposal for the display “Rodeo Drive is a Work of Art” (Attachment 1) turns the actual brands and blocks of the iconic location into the backdrop for the art and photos, by having the public interact with large and small stationary frames. Additionally, two world-renowned art pieces, Van Gogh’s Starry Night and da Vinci’s Mona Lisa will be reimagined, each with a Beverly Hills twist, inviting the public to join in the art. Both pieces exist in the public domain and may be manipulated for display as such.
For this exhibit, there are a proposed seventeen (17) pieces total between the frames and the art displays, from February until June 2025.
A partnership with contemporary French artist Richard Orlinski is also proposed for a public art display on Rodeo Drive. The most recent exhibition, on display from August 2024 – January 2025, was the first time his neo-pop sculptures had been on public display in the region. The nine large-scale animal pieces also included one custom “Kong” piece, specifically made for Rodeo Drive. For this review, the artist is proposing “Rodeo Drive Season 2”, a specialty take on the Kong and Panther pieces that will have Meeting Date: February 19, 2025
custom finishes in chrome, patterns, and openwork designs. Additional activations could include an art-themed coffee and sweets cart in a similar finish, with interactive animation through QR codes,
Because of the fabrication lead time, RDC sought the recommendation of Liaisons and support from City Council now. This family-friendly experience is proposed to be on display from July 2025 – January 2026; exact dates TBD so they may best correspond with the Rodeo Drive Celebrate events, and holiday décor removal. Additional details that are typically required of displays, such as the full engineering for permitting, and any potential accompanying banner design, will be brought back to the Liaisons and Council as part of the RDC’s annual workplan item for FY25-26.
As with all temporary displays, all permitting, review and inspections will be completed by our City’s special event and building and safety divisions, and there is no waiver of the City’s review process or insurance requirements requested. Each piece will be offset from the curb. A minimum 5-6 foot pedestrian pathway will be maintained, and no entrances to businesses will be blocked. All merchants that are adjacent to the pieces have approved of the artwork displays. The Rodeo Drive bollards will be coordinated with the location of the art displays. The bollards have been designed to be removed for such cases such as a temporary display, and the placement of these sculptures has been shared with the City’s teams from Public Works, who is managing the bollard process, as well as Police, Fire, and Special Event departments.
The artists’ teams, with cooperation from City staff to review and permit, will complete the installation, cleaning, maintenance, and removal of the entire display. The City will also provide the language for signs that are posted on art displayed around the City, that state no tampering with the structures, and that they are under surveillance. The RDC, with their PR and social media, will lead the marketing and promotion of the partnership, with support from the City and City partners.
FISCAL IMPACT
There is no funding request from the City for these partnerships, however a waiver of fees for the necessary permits and inspections for this public display is requested from the Rodeo Drive Committee for approval from City Council. Approximate totals are:
Permit Type Per permit cost Total Waiver
Special Event Permit x 2 $1,688 $3,376
Temporary Installation Permit x 2 $1,055 $2,110
Total Waiver Requested: $5,486
Keith Sterling,
Deputy City Manager
Approved By
Attachment 4
CITY OF BEVERLY HILLS
POLICY AND MANAGEMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee
FROM: Magdalena Davis Jones, Community Outreach Manager Chad Lynn, Deputy Director Special Projects, Public Safety DATE: May 12, 2025
SUBJECT:
Review of Fiscal Year 2025-2026 Workplan and Funding Request for the Rodeo Drive Committee (RDC), Including Website, Social Media, and “Rodeo Drive Celebrates” Program
ATTACHMENTS: 1. Rodeo Drive Committee Proposal for 2025-2026 Website and Social Media from ALLY Communications & Marketing
2. 2025 “Rodeo Drive Celebrates” Program & Banners
3. Council Report from February 19, 2025: Rodeo Drive Committee Partnership for Public Art Displays (without attachments)
INTRODUCTION
This item provides a proposal from the Rodeo Drive Committee (RDC) for funding for ongoing operational projects of their website, social media, and “Rodeo Drive Celebrates” program for Fiscal Year 2025-2026 (FY 25/26) as well as a review of banners associated with Summer and Fall 2025.
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 this year, there is no request for “Rodeo Drive Celebrates” funding for banners, due to partnerships with sculptor Richard Orlinski, and RDC member Dior.
DISCSSION
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 makes recommendations regarding the RDC’s proposed work plan and provides modifications, if any, which are presented at a future City Council meeting.
It should be noted that this proposed workplan 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 Celebration, 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 to promote tourism and visitor spending on Rodeo Drive on behalf of the retailers, hotels, and property owners.. 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 of $184,998 for FY 25/26 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1) from ALLY Communications and Marketing. These tools will be used for:
• Website Updates and Management / Content Curation;
• Social Media Management / Content Production, Curation & Engagement; • And Third-Party Costs (paid social media advertisement, purchasing content, website hosting and templates, apps, email, language plug-in, SEO, AI chat bot, etc.) Additionally, the RDC proposes to continue the twice-yearly program “Rodeo Drive Celebrates” in August and October 2025. The inaugural and follow up annual events took place for the last two years in Summer and Fall 2023 and 2024, with the participation of different retailers, restaurants, and hotels. The first campaign, “Rodeo Drive Celebrates Fashion” is held the first week of August 4-10, 2025, while the second campaign, “Rodeo Drive Celebrates Timepieces and Fine Jewelry” is held the first week of October 6-12.
The program’s goal is to continue the success of individual brands creating activations and experiences for visitors and shoppers. In addition to the marketing that RDC conducts for these programs, they also utilize the City’s street-pole banner program for awareness of these events. In order to eliminate the need for additional City funding, the RDC has sought partnerships with artist Richard Orlinski designing and sponsoring the Summer banners, and RDC merchant Dior designing and sponsoring the Fall banners (Attachment 2).
These banners are in addition to the partnerships the RDC has curated for public art displays. At the City Council meeting of February 19, 2025, the RDC received approval for art partnerships with notable artists Mr. Brainwash and Richard Orlinski (Attachment 3). During both “Rodeo Drive Celebrates” programs, Orlinski’s large-scale animal art pieces will be on display.
The RDC is not seeking funding from the City for the event programs or the street pole banners for either event, however they do request a Liaison recommendation for support of the banner partnerships as part of their FY25-26 Workplan, and to work with City staff on a coordinated communications and marketing plan for both “Rodeo Drive Celebrates” events.
The items in the RDC workplan support the Tourism and Marketing mission of the City, including brand awareness, community benefit, and bringing travelers and shoppers to Beverly Hills.
FISCAL IMPACT
To carry out the proposed Work Plan for FY 25/26, the RDC requests $184,998 for Website and Social Media Management based on the categories below, which is no increase from the previous three fiscal years:
Website & Social Media Management FY 25/26
Total Agency Fee, Including: $159,998
Website Updates & Management / Content Curation $40,003 Social Media Management / Content Production, Curation & Engagement
$119,995
Total Third-Party Costs, Including: $25,000
Paid Social Media Advertisement $8,000
Purchasing Content & Content Creation $8,000
Website Template Updates, Hosting of Website, Apps, Email, Language plug-in
$4,000
SEO, AI chat bot (NEW) $4,000
Misc. Expenses $1,000
Rodeo Drive Celebrates Program FY 25/26
Rodeo Drive Celebrates Total* $0
RDC FY 25/26 Total Funding Request $184,998
*No City funds will be used for The Rodeo Drive Celebrates program or banners for FY 25/26 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 City’s Finance department has projected a total TOT budget of $46.4 million for FY 25/26.
This is a lower projection than prior years, and consequently the one-seventh of total TOT revenue for the Tourism and Marketing budget has been lowered to $6.62 million. The $184,998 request would be funded from the FY 25/26 revenue budget estimate.
In addition to the Rodeo Drive Committee Workplan, the Tourism and Marketing budget also traditionally supports the Conference and Visitors Bureau Workplan, the marketing portion of the Chamber of Commerce Workplan, Rodeo Drive Holiday Décor and Lighting Celebration event, a portion of the Concours d’Elegance event, and trademark branding legal services. All City Partners listed above have been advised of this projection in advance of their workplan proposals.
RECOMMENDATION
Staff recommends that the City Council Liaisons review the RDC work plan and funding request and provide recommendations, if any, for FY 25/26. Based on Liaison feedback, this item will be taken to the full City Council for review and approval on Tuesday, May 20, 2025.