STAFF REPORT
Meeting Date: July 1, 2025
To: Honorable Mayor & City Council
From: Chad Lynn, Deputy Director of Special Project, Public Safety Subject: Recommendation of the Beverly Hills City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee Regarding the Citywide Holiday Décor for Winter 2025
Attachments: 1. Proposal from Rodeo Drive Committee for Rodeo Drive Holiday Décor 2025
2. City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee Report from June 13, 2025 (without
attachments)
INTRODUCTION
A recommendation of the Beverly Hills City Council Rodeo Drive / Special Events / Holiday Program Committee, Mayor Nazarian and Councilmember Friedman, regarding the Rodeo Drive Committee’s proposed holiday décor and budget approval in an estimated amount of $497,969 for holiday décor on Rodeo Drive. With approval of the overall theme and design of the décor, the holiday lighting celebration kickoff event and banner design will return at a later date.
DISCUSSION
Each year the City sponsors a signature holiday program designed to celebrate the season and attract visitors from around the region to shop, dine and stay in Beverly Hills.
On May 12, 2025 and June 13, 2025, the Beverly Hills City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee (Liaisons), Mayor Nazarian and Councilmember Friedman reviewed the proposals from the Rodeo Drive Committee (RDC) for the 2025 Holiday Décor elements.
The Rodeo Drive Holiday Lighting kickoff celebration, tentatively set for Thursday, November 13, 2025, with the holiday program continuing through January 4, 2026, will return in a following meeting, as the décor elements require a longer lead time for custom manufacturing and procurement. Should Council approve of the theme and elements of the décor, the banner design along with the Holiday Lighting kickoff event proposal will be brought back to Council at a later date.
Each year, the RDC curates unique décor for Rodeo Drive, this year proposed to be displayed and lit from November 13, 2025 through January 4, 2026. The RDC proposed Meeting Date: July 1, 2025
three theme names for the holiday décor, and the Liaisons agreed with the RDC to recommend “Enchanted Holiday Dreams on Rodeo Drive.”
Based on feedback from the May 12, 2025 Liaison meeting, the RDC withdrew their proposal for “Rodeo Drive … Home for the Holidays” and provided a redesigned and preferred option inspired by The Nutcracker Ballet.
This theme is based on a beloved and enduring cultural symbol of the Holiday season and is meant to evoke thematic concepts, enchanted dreams and holiday fantasies. The proposal (Attachment 1) includes five conceptual platform concepts, which will be expanded upon for a unique design on each of the nine platforms on the Rodeo Drive median.
Variations on the theme for these vignettes include different elements inspired by the Nutcracker, unique 3D elements, elements of Hanukkah, unique gifts and ornaments, themed colors and styles, and which may incorporate both the City Shield and Rodeo Drive branding. The items will have customized elements, will be made from durable material suitable for outdoors, include a scale that reaches 12 feet above the platform (about 16 feet about the street/median,) and is proposed to maintain an elevated look during daylight and evening/nighttime hours.
In addition to the custom décor proposal, the median décor is proposed to be complemented by warm white palm tree lighting around the trunks and “dripping” lights in the tree canopies in two colors of warm white to create a ‘shimmer’ and sparkling cascade of lights throughout the rosebushes. At the request of the Liaisons, the ‘dripping’ lights may also vary in size to create great depth and visibility.
The Rodeo Drive Committee as well as the Beverly Hills Conference and Visitors Bureau, the Beverly Hills Chamber of Commerce, and the City of Beverly Hills, will be planning and executing a coordinated marketing plan that includes social, digital, and print media for the entire holiday season of décor and special programing. More details on the promotion and noticing of the Holiday Lighting Celebration will be available when the full Holiday Lighting Celebration event is brought back for full approval. A banner design will likewise be brought once the theme is approved.
The proposal from the RDC also includes a request for the City to waive or absorb the required permits for installation, as well as the necessary staff time to review and approve the installation and electrical uses. All installations and lighting testing will take place overnight, to mitigate impacts to the Rodeo Driver merchants.
FISCAL IMPACT
Funding for the Rodeo Drive Holiday décor, as well as the Rodeo Drive Holiday Lighting Celebration, comes from TOT. The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the 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 approximately 27 years.
Due to uncertainty related to the production and shipping of the design elements, the budget includes an allowance for 30% tariff costs. If tariffs are lower at the time order, the City will realize a cost savings. However, if tariffs increase, the City will incur the incremental difference in the tariff allowance and the actual tariff costs. Even with the anticipated tariff allowance of 30%, the funding for the Rodeo Drive holiday decor in the requested amount of $497,969 is five percent less than the prior year budget of Meeting Date: July 1, 2025
$524,502. The total Rodeo Drive holiday budget, which will include the celebration event, will be brought back at a later time.
The 2025 Rodeo Drive Holiday Decor and Rodeo Drive Holiday Lighting Celebration are funded by the Tourism and Marketing budget (00101311) with Transit Occupancy Tax (TOT) funds. Funding is available to cover the decor funding request by the RDC of $497,969. The FY 25/26 budget includes contingency funding for other Tourism & Marketing events and programs (including Holiday Lighting Celebration and Rodeo Drive Holiday Décor for Holidays 2025) in the amount of $1,171,120.
Using the current TOT budget estimate of $46,364,000 for FY 25/26, the one-seventh available funding would be approximately $6,623,429. In FY 25/26 this includes Council-approved, recommended and to-be-determined funding for:
Description of Program to be Funded from
Tourism & Marketing Budget (TOT)
Prior Budget
Allocation FY
24/25
Potential Budget
Allocation FY
25/26
Intellectual Property Legal Services $100,000 $100,000
Conference & Visitors Bureau
Requested funding for FY 25/26
Work Plan
$4,987,891 $4,668,581
Rodeo Drive Committee
Requested funding for FY 25/26 Work
Plan
$197,998 $184,998
Portion of the Beverly Hills Chamber of
Commerce Work Plan
Requested funding for FY 25/26, including
additional funding
$173,245 $153,730
Landscape Funding for Rodeo Drive
Estimate as actual may vary
$30,000 $30,000
Concours D'Elegance in 2026
Estimate based on prior year $300,000 $315,000
Contingency Funding for other Tourism &
Marketing Events (including the Holiday
Lighting Celebration and Rodeo Drive Holiday
Décor for Holidays 2025)
$1,525,151 $1,171,120
Total $7,314,285 $6,623,429
Approval of the holiday décor in the amount of $497,969 will leave $673,151 of the existing $1,171,120 for remaining contingency funding, including funding for the 2025 holiday programing.
JBB has been the selected vendor for Rodeo Drive Holiday Décor and Rodeo Drive Holiday Lighting celebrations since 2019. For reference, the last page of Attachment 1 shows a cost comparison to previous Rodeo Drive Holiday Décor budgets from 2019 to current, and the kickoff event and programming comparison will be brought back to Council at a later date. The City of Beverly Hills has an existing contract with J. Ben Bourgeois Productions, Inc. (JBB) for event management services; however, approval of a purchase order in an amount not-to-exceed $497,969 will be on the consent calendar of the Formal City Council Meeting of July 1, 2025.
RECOMMENDATION
It is recommended that the City Council provide feedback regarding the 2025 Rodeo Drive Décor theme and designs for the recommended theme “Enchanted Holiday Meeting Date: July 1, 2025
Dreams on Rodeo Drive” and approve the requested Purchase Order in a Not-to-Exceed Amount of $497,969 to J. Ben Bourgeois Productions, Inc. for the Rodeo Drive Holiday Décor on Rodeo Drive at the July 1, 2025 Formal City Council Meeting. The Holiday Lighting Celebration and banner designs will be brought back to Liaisons, then Council, for separate review and approval.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
2025
RODEO DRIVE
HOLIDAY DECOR
The Nutcracker is one of the most beloved and enduring cultural symbols of the holiday season- a timeless ballet that has captivated audiences for generations with its richly imaginative visuals.
The classic tale has inspired this year's holiday decor on Rodeo Drive and brings that sense of seasonal enchantment into the heart of Beverly Hills — transforming the street center median into a glamorous and majestic, accessible stage where tradition meets fashion, elegance, and joy! Theme Options:
•“Enchanted Holiday Dreams on Rodeo Drive”
•“Rodeo Drive Holiday Fantasy”
THEME INSPIRATION
DÉCOR INSPIRATION
HOLIDAY COLOR STORY
HOLIDAY
DÉCOR ELEMENTS
HOLIDAY DÉCOR ELEMENTS
HOLIDAY DÉCOR ELEMENTS
HOLIDAY DÉCOR ELEMENTS
HOLIDAY DÉCOR ELEMENTS
PLATFORM
CONCEPTS
2025 PLATFORM CONCEPT #1
2025 PLATFORM CONCEPT #2
2025 PLATFORM CONCEPT #3: HANUKKAH
2025 PLATFORM CONCEPT #4
2025 PLATFORM CONCEPT #5
The c enter median Palm Trees
will be wrapped in warm white
light and dripping with running
lights as the white rosebus hes
are immerse d in a c asc ade of
s parkling lights
CENTER MEDIAN ILLUMINATION
City of Beverly Hills/Rodeo Drive Committee
RODEO DRIVE HOLIDAY DÉCOR
Theme - "Enchanted Holiday Dreams" on Rodeo Drive
INSTALLATION - November 3-8, 2025
OPENING CELEBRATION - Thursday, November 13, 2025
STRIKE - January 5-8, 2026
8 Week Activation
2024 APPROVED
BUDGET
2025 ESTIMATED
BUDGET
1 RODEO DRIVE - CENTER MEDIAN HOLIDAY LIGHTING $78,558.00 $73,284.00 Palm Tree & Rose Bush Lighting, Rain Drop Lights, Lighting for Platform Scenic Décor and Labor 2 RODEO DRIVE - CENTER MEDIAN HOLIDAY DÉCOR $270,546.08 $259,675.00 (9) 16' x 4' Platform Vignettes - Nutcrackers, Dancers, Ornaments, Swans, Trees, etc. & Shipping 3 CENTER MEDIAN HOLIDAY DÉCOR - LABOR & MAINTENANCE $35,250.00 $37,800.00 Pre Installation, Onsite Labor, Removal, Daily Maintenance - Managers, Coordinators & Cleaning 4 RODEO DRIVE - CENTER MEDIAN DÉCOR SAFETY ELEMENTS & STORAGE $12,695.56 $13,640.00 Cables, Anchoring, Cartage, Post Event Labor & Storage
5 ON-SITE OPERATIONAL PRODUCTION EXPENSES $8,280.00 $5,125.00 Communications, Insurance, General Supplies & Crew Expenses 6 $3,835.00 $1,500.00
CAD Drawing, Power Distro Plan, Operation & Labor (Power Provided by City of Beverly Hills) 7 $11,956.36 $16,500.00
Third Party Vendor - Traffic Control Management, Lane Closure Equipment, Coordination & Labor 8 SECURITY $5,995.00 $4,250.00
Third Party Vendor - Outside Security Firm for Load In, Overnights & Strike 9 GRAPHICS DESIGN & PRINTING $7,200.00 $3,200.00
Printing, Presentations, Graphic Design/Labor Fees and Center Median "Surveillance" Signage 10 PERMITS & STREET BANNERS - City of Beverly Hills CITY OF BH CITY OF BH TCO's, Street Permits, Public Right of Way, Public Works, Street Flag Pole Banners, etc. 11 MISCELLANEOUS EXPENSES $2,769.00 $0.00
30% Tariff is included in current budget w/shipping, any cost increase or decrease will be passed on to CBH $437,085.00 $414,974.00
12 $87,417.00 $82,994.80
$524,502.00 $497,968.80
POWER AND ELECTRICAL DISTRIBUTION
SUBTOTAL
AGENCY FEE (20%)
GRAND TOTAL
TRAFFIC MANAGEMENT & LANE CLOSURES
1 of 1
THANK YOU!
Budget Comparison 2019-2025
Rodeo Drive
Holiday Decor
Holiday Lighting
Celebration Event Total
2019 $360,248 $959,789 $1,320,037
2020 $352,702 N/A* $352,702
2021 $397,189 $541,276** $938,465
2022 $449,592 $903,780 $1,353,372
2023 $485,960 $1,000,547*** $1,486,507
2024 $524,502 $1,028,966 $1,553,468
2025 $497,969 NA NA
*There was no holiday lighting celebration in 2020 due to COVID **Significant discounts were offered for the smaller event held in 2021 by several vendors and subcontractors as business was just returning from the pandemic
***Rain contingencies, as well as additional expenses from the selected headliner added to the original $958,493 budget Attachment 2
CITY OF BEVERLY HILLS
POLICY AND MANAGEMENT
MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee
FROM: Magdalena Davis Jones, Community Services Manager Chad Lynn, Deputy Director Special Projects, Public Safety DATE: June 13, 2025
SUBJECT: Proposal Update Rodeo Drive Holiday Décor 2025 ATTACHMENT: 1. Presentation from Rodeo Drive Committee for 2025 Rodeo Drive Holiday Décor Design Proposal Update
INTRODUCTION
This report provides the Beverly Hills City Council Liaison/Rodeo Drive/Special Events/Holiday Program Committee (Liaisons) of Mayor Nazarian and Councilmember Friedman with an updated overview of the proposed Rodeo Drive holiday décor design for the 2025 season. Based on feedback from the Liaison meeting of May 12, 2025, the Rodeo Drive Committee (RDC) is returning with an updated proposal. This updated review is for Rodeo Drive décor design only, including an estimated budget based on these conceptual designs. The Rodeo Drive Committee and J. Ben Bourgeois, Inc. (JBB) will return to a future meeting for review of a separate proposal related to the Holiday Lighting Kickoff on Rodeo Drive to be held tentatively on Thursday, November 13, 2025.
DISCUSSION
Each year the City sponsors a signature holiday program designed to celebrate the season and attract visitors from around the region to shop, dine and stay in Beverly Hills. The various Citywide Holiday Decor elements are reviewed separately by the Liaisons. This report provides an updated proposal from the Rodeo Drive Committee (RDC) for the specific Rodeo Drive holiday décor design for the 2025 season.
Each year, the RDC curates unique décor for Rodeo Drive; for this year’s holiday season, the décor is proposed to be displayed and lit from November 13, 2025 until January 4, 2026.
Based on feedback from the May 12, 2025 Liaison meeting, the RDC has withdrawn their proposal for “”Rodeo Drive … Home for the Holidays” and has provided the redesigned and preferred option inspired by The Nutcracker Ballet.
This theme is based on a beloved and enduring cultural symbol of the Holiday season and is meant to evoke thematic concepts, such as Enchanted Holiday Dreams, Holiday Fantasy, and Luxe on Rodeo Drive. The proposal (Attachment 1) includes five conceptual platform concepts, which will be expanded upon for a unique design on each of the platforms on the Rodeo Drive median.
Variations on the theme for these vignettes include different elements inspired by the Nutcracker, unique 3D elements, elements of Hanukkah, unique gifts and ornaments, in colors and styles, some of which may incorporate both City Shield and Rodeo Drive branding. The items will have customized elements, will be made from durable material suitable for outdoors, and will be chosen to have an elevated look both during daylight and evening/nighttime hours.
In addition to the custom décor proposal for this year, the median décor is proposed to onceagain be complemented by warm white palm tree lighting around the trunks, “dripping” lights in the tree canopies, and a sparkling cascade of lights throughout the rosebushes, similar to previous years.
Based upon the Liaison’s recommendation, it is anticipated that the RDC will bring this proposal to the full City Council at the July 1, 2025 meeting, including the proposed budget, new street banner concepts, and the request for the City to waive the required permit fees for installation. As proposed, JBB and RDC would follow all City requirements for permits and inspection, with the necessary staff time to review and approve the installation and electrical uses. All installations and lighting testing will take place overnight, to not impact the Rodeo Driver merchants.
FISCAL IMPACT
The estimated budget for the proposed Holiday Décor program is $497,969; an approximate reduction of 5% over the 2024 approved budget. The budget includes anticipated tariffs of up to 30%, however actual costs will be determined once the design is finalized and completion of shipping.
Funding for the Rodeo Drive Holiday décor, as well as the Rodeo Drive Holiday Lighting Celebration, comes from TOT, the City’s Tourism and Marketing budget.
RECOMMENDATION
Staff requests the City Council Liaisons provide a recommendation to the full City Council for review a the next City Council meeting regarding the 2025 Rodeo Drive Holiday décor proposed theme and designs as described further in Attachment 1 to this report.