AGENDA REPORT
Meeting Date: May 5, 2026
Item Number:
To: Honorable Mayor & City Council
From: Magdalena Davis, Community Outreach Manager
Subject: PURCHASE ORDER TO J. BEN BORGEOIS PRODUCTIONS, INC. IN AN AMOUNT NOT TO EXCEED $259,340 FOR THE 2026 RODEO
DRIVE CONCOURS D'ELEGANCE FATHER'S DAY CAR SHOW
Attachments: 1. 2026 Updated Budget Request
2. Report from March 24, 2026, City Council Meeting with attachments
RECOMMENDATION
Staff recommends City Council approval of a Fiscal Year 2025-2026 Purchase Order for the 2026 Rodeo Drive Concours d'Elegance Father's Day Car Show in an amount not to exceed $259,340 to J. Ben Bourgeois Productions, Inc. for event production.
INTRODUCTION
This report requests approval of a purchase order to J. Ben Bourgeois Productions, Inc. (JBB) for event production of the 2026 Concours d’Elegance Father’s Day Car Show.
The event was recommended by the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Councilmembers Friedman and Nazarian (Liaisons) on the event elements and street closures for the Rodeo Drive Concours d’Elegance Father’s Day Car Show to be held on Sunday, June 21, 2026. The City Council then made additional recommendations on the budget, removing the line item for City permits,including personnel, in the budget to JBB, reducing the overall amount for the purchase order to $259,340 (Attachment 1). Permits and personnel will still be required for the event.
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 Concours event has for over 30 years featured a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 40,000-plus guests annually over the last 2
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Meeting Date: May 5, 2026
years. In addition to now being the largest single-day event held in the City, it has also gained more recognition in the media in recent years.
The 2026 Concours event is scheduled for Sunday, June 21, 2026, from 10am-4pm on Rodeo Drive. In its 31st year, it is 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 banner designs, street closure, and funding requests for feedback (Attachment 2).
JBB, the event production company, has a current valid agreement with the City for asneeded event production that was executed following a competitive bidding process, however given the budget amount and other event elements, individual purchase orders are brought forward for Council approval per event. The current agreement with JBB expires April 23, 2028.
Funding Request
The 2026 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. The RDC and JBB have continued to propose reasonable targets for sponsorship and exhibitor fees to ensure that all costs are met, and confirm that contributions to Police and Fire nonprofit organizations will come from sponsorship dollars raised.
City Funding
For the 2026 Concours event, the requested City funding contribution is $259,340.
Additionally, the sponsorship revenue for 2026 is projected to be at least $310,000, with the exhibitor fees at $7,725. As in previous years, this combination of funding will comprise the total budget.
The chart below shows a comparison from the previous year’s 2024-2026:
Funding Request 2024 actual 2025 actual 2026 estimate
City Base Funding
Request
$298,450 $312,254 $259,340
Overage from previous
year
$3,533.62 N/A N/A
Sponsorships $337,500 $282,745 $287,500
Exhibitor Fees $7,725 $12,010 $12,500
Total Budget $647,208.62 $624,976.87 $559,340
As the Councilmembers will recall, when this item was brought for review to Council on March 24, 2026, a recommendation was made that the City not be charged the agency fee on the line item for City permits and personnel. It was agreed upon that paying an agency for items that the City charges, along with the fee, was not in the best interest for the costs of the event out of the TOT budget.
Instead, permits and personnel details will be managed by City staff, with assistance from JBB, and funding will not be put towards the budget amount awarded to them as a contractor. This framework for the budget is similar to how the City’s annual Holiday Lighting Celebration is charged as well, with the charges either waived, or coming out of the departments’ respective overtime budgets.
Meeting Date: May 5, 2026
FISCAL IMPACT
For the 2026 Concours event, organizers are requesting $259,340 from the City in base funding. Funding for this request is available in the City Council approved Fiscal Year 2025-26 (FY 25-26) 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 FY25-26 budget of $300,000 from TOT allocations were already recommended by the Liaisons during workplan preparation for the RDC, last June.
An additional $287,500 is proposed to be raised in sponsorships and an additional $12,500 to be raised in exhibitor booth fees by the event organizers and production team for the full cost of the event at $559,340.
The purchase order reflects the base funding budget request and a full budget summary of the event from JBB is included in Attachment 1.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
Rodeo Drive Concours d 'Elegance - Beverly Hills Father's Day Car Show (V.2) 2025 - FINAL Budget 2026 - Budget Estimate K-Rails, Traffic Control Plan/Management and Infrastructure Design Fees $45,360.20 $47,161.96 Street Pole Banners, Graphics, Event Directional Signage and Printed Materials $21,183.91 $22,280.00 Event Rentals, Platform Deck, Press Wall, Portable Restrooms and Furnishings $57,037.73 $61,726.00 Video Equipment, IMAG Camera Package, Technical Production, Video Monitors & Labor $48,443.50 $50,318.50 Full Street Audio Package, Technical Direction, Audio Equipment, Mixers & Labor $46,773.50 $48,258.50 Security (Set Watch, Overnight & Event) provided by 3rd Party Agency $13,062.00 $13,825.00 Awards, Branded Collateral, Credentials & Sponsor Required Equipment Needs $37,112.17 $35,435.00 Production Management - Stage Manager, Event Day Coordinators, Vehicle Managers $74,107.67 $78,825.00 Automotive Marketing, Public Relations Team, Creative Services & Design $55,150.00 $55,150.00 DJ, Event Staffing, Medical Team & Cleaning Crew $18,301.98 $20,095.00 City Permits, Police, TCO, Fire & Public Works Labor *(Secured, Managed & Paid by CBH) $82,614.73 CITY OF BH Trash Dumpsters, Staff & Crew Parking and Event Insurance INCL. $6,375.00 Charitable Contributions to Beverly Hills Fire & Police $5,000.00 $10,000.00 Charitable Contribution totals estimated to be determined post event, paid by sponsor dollars (Beverly Hills Police Foundation and Beverly Hills Fire Chief's Fund) TOTAL ESTIMATED BUDGET $504,147.39 $449,449.96
AGENCY FEE $100,829.48 $89,889.99
Sponsorship Sales, Management, Logistics & Coordination $20,000.00 $20,000.00 TOTAL EVENT EXPENSES $624,976.87 $559,339.95
Sponsorships (2025 Final/2026 Pending) <$282,745> <$287,500> Exhibitor Fees (2025 Final/2026 Pending) <$12,010> <$12,500> 2025 Budget Overages (Covered by City of BH @ $10,615 & Auto Vault @ $7,352.81) <$17,967.81> OVERAGES COVERED City of Beverly Hills - Requested Contribution 2025 & 2026 $312,254.00 $259,340.00 Attachment 2
STAFF REPORT
Meeting Date: March 24, 2026
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 Request for Funding and Street Closures for the 2026 Rodeo Drive Concours d’Elegance Father’s Day Car Show on Sunday, June 21, 2026
Attachments: 1. Presentation for the 2026 Rodeo Drive Concours d’Elegance Father’s Day Car Show
2. City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee Report from March 17, 2026 (without
attachments)
INTRODUCTION
This report provides the recommendation of the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Mayor Nazarian and Councilmember Friedman (Committee) regarding 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 21, 2026.
Council is requested to review and approve event elements, banner conceptual designs, funding in the amount of $350,846, and the applicable street closures starting on Saturday, June 20 at 9pm through Sunday, June 21 at 11pm. A separate report for the purchase order to J. Ben Bourgeois Productions, Inc. will be presented at a future Formal Session.
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 Concours event has for over 30 years featured a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 40,000-plus 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 2026 Concours event is scheduled for Sunday, June 21, 2026, from 10am-4pm on Rodeo Drive. In its 31st year, it is a beloved tradition for locals and visitors alike.
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Meeting Date: March 24, 2026
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).
On March 17, 2026, the Committee heard this item and gave their recommendation to support the event, its street closures, banner design, and funding request. The Committee emphasized the legacy nature of the event, its multi-generational appeal, community benefit, as well as noting two items:
• That the TV screens down the three blocks be reviewed for their use, so the final proposed budget to City Council shown at the meeting will include 3 options: full screens, half as many, and none, and;
• The agency fee for JBB be reviewed by their company was also requested by Mayor Nazarian; it should be noted the 20% fee is a contracted amount through a current City agreement.
Additional successful elements proposed to be continued at this year’s event include:
• Nearly 100 staged vehicle displays of classic, unique & rare cars from exhibitor entrants, including the historic vintage Beverly Hills Fire Truck, • Sponsor partner booth displays from various local businesses and organizations, • Awards show with prizes in various categories for top car entries, presented on the midblock stage and shown down the block on screens (number of screens to be determined),
• Music provided throughout the day,
• 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 based on sponsorship),
• Large media presence anticipated,
• And, after its success last year, an expanded featured booth of the Beverly Hills Police Department.
City Partnership Marketing
The 2026 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 18 until the event.
Banners are not recommended to go up earlier due to the annual Spring Art Show banner placements. Committee is requested to review the recommended proposed banner designs in Attachment 1.
Meeting Date: March 24, 2026
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 2026 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 20
9:00PM
Sunday, June 21
11:00PM
Dayton Way (from Rodeo Drive to
the alleyways east & west)
Saturday, June 20
9:00PM
Sunday, June 21
11:00PM
Brighton Way (from Rodeo Drive to
the alleyways east & west)
Saturday, June 20
9:00PM
Sunday, June 21
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 on N. Camden Drive, since their garage access will be closed.
Funding Request
The 2026 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. As in previous years, if sponsorship dollars are raised in excess of projection targets, any excess sponsorship will be provided to the City to reduce the overall contribution to event costs. Last year, there was a deficit overage from not reaching the sponsorship goal and increased BHPD costs, which has since be covered by a sponsorship from an RDC member business; and so the RDC and JBB have instead proposed a $287,500, which is more likely to be met.
If the sponsorship goal is exceeded, the excess would go towards a charitable contribution to the BH Police and Fire Associations, as has occurred in previous years.
Based on last year’s comments from Council, the Committee recommended that the total exhibitor fee goal be raised to $12,500. While the rate will remain the same at $100 per exhibitor car, a higher goal will assist in offsetting rising costs.
Fee Waiver & Permit Fees
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 FY25-26 Fee Schedule.
City Funding
For the 2026 Concours event, the requested City funding contribution is $350,846.
Additionally, the sponsorship revenue for 2026 is projected at $287,500, with the exhibitor fees at $12,500.
Meeting Date: March 24, 2026
For the 2025 Concours event, the requested City funding contribution was $312,254. The final amount of sponsorship raised was ultimately just lower, with a Rodeo Drive Committee member contributing the remainder of the offset costs of the event.
The chart below shows a comparison from the previous years 2023-2025. 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 actual 2026 estimate City Base Funding
Request
$254,540 $298,450 $312,254 $350,846.19
Overage from
previous year
$14,512 $3,533.62 -$7,352.81* N/A
Sponsorships** $250,000 $337,500 $282,745 $287,500
Exhibitor Fees $5,000 $7,725 $12,010 $12,500
Total Budget $524,052 $647,208.62 $624,976.87 $650,846.19 *This overage has since been paid by a sponsorship from RDC member business Auto Vault *Charitable Contributions come out of this amount or any addition to this amount 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, including some items effected by federal tarriffs
• Certain categories of labor costs are controlled directly by JBB and their contractors, such as production management and sponsorship management, and wherever possible, those amounts have stayed static or decreased to accommodate higher labor in the other budget categories
FISCAL IMPACT
For the 2026 Concours event, organizers are requesting $350,846.19 from the City in base funding. A separate report for the purchase order to J. Ben Bourgeois Productions, Inc. will be presented at a future Formal Session. Funding for this request is available in the City Council approved Fiscal Year 2025-26 (FY 25-26) 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 FY25-26 budget of $300,000 from TOT allocations were already reviewed and approved by City Council during the budget and workplan preparation for the RDC, last June.
For the remainder of the event budget, $287,500 is proposed to be raised in sponsorships and an additional $12,500 to be raised in exhibitor booth fees by the event organizers and production team to cover the total expenses beyond City base funding, for the total event cost of $650,846.19.
Additional costs taken on by the City are for notifications through newspaper advertisements. Funding for this request is available in the City Council approved FY25- 26 Policy & Management Department Communications budget (48008302). And finally, Council is requested to approve the street closure fee waiver.
Meeting Date: March 24, 2026
RECOMMENDATION
Staff recommends City Council approve the event elements, banner conceptual designs, funding request, and street closure requests for the 2026 Concours d’Elegance Father’s Day Car Show on Rodeo Drive.
Keith Sterling,
Deputy City Manager
Approved By
Liaison Attachment 1
RODEO DRIVE CONCOURS D'ELEGANCE
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Beverly Hills, an annual Father’s Day tradition for
the past 31 years, will return to Rodeo Drive on
Sunday, June 21, 2026. There will be plenty to do
and see for everyone as Beverly Hills rolls out the
red carpet for one of its largest annual events.
CELEBRATING THE 31st
ANNIVERSARY OF THE
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LUXURY IN MOTION
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Car Show has a long and rich history in the city of
Beverly Hills, drawing both residents and visitors. 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 and 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
Foundation and Beverly Hills Fire Chief’s Fund 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.
31 YEARS
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2026 EVENT DETAILS:
FATHER'S DAY
SUNDAY, JUNE 21, 2026
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.
2025 MEDIA SUMMARY
5 BILLION 3 75+
Local TV
Stations in attendance
Total Media
Impressions
Media Features
May/June 2025
2.3 MILLION
Total Social Media
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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 2025, 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
@CBS Los Angeles
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Photo Credit: Rodeo Drive Concours d'Elegance
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@CBS Los Angeles
@Au neto @ WE LIKE L.A. towee FX e
HAUTE LIVING
Photo Credit: Rodeo Drive Concours d'Elegance
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• 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.rodeodrive-bh.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 38,000 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.
EVENT PARTNERSHIP
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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 Grill on the Alley, The Blvd, and 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.
BEVERLY
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Event Budget Overview
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Rodeo Drive Concours d 'Elegance - Beverly Hills Father's Day Car Show 2025 - FINAL Budget 2026 - Budget Estimate K-Rails, Traffic Control Plan/Management and Infrastructure Design Fees $45,360.20 $47,161.96 Street Pole Banners, Graphics, Event Directional Signage and Printed Materials $21,183.91 $22,280.00 Event Rentals, Platform Deck, Press Wall, Portable Restrooms and Furnishings $57,037.73 $61,726.00 Video Equipment, IMAG Camera Package, Technical Production, Video Monitors & Labor $48,443.50 $50,318.50 Full Street Audio Package, Technical Direction, Audio Equipment, Mixers & Labor $46,773.50 $48,258.50 Security (Set Watch, Overnight & Event) provided by 3rd Party Agency & Event Insurance $13,062.00 $13,825.00 Awards, Branded Collateral, Credentials & Sponsor Required Equipment Needs $37,112.17 $35,435.00 Production Management - Stage Manager, Event Day Coordinators, Vehicle Managers $74,107.67 $78,825.00 Automotive Marketing, Public Relations Team, Creative Services & Design $55,150.00 $55,150.00 DJ, Event Staffing, Medical Team & Cleaning Crew $18,301.98 $20,095.00 City Street Closure/Permit Fees, Labor and Additional Costs (Based on 2025 Final Costs) $82,614.73 $82,630.20 Charitable Contributions to Beverly Hills Fire & Police $5,000.00 $10,000.00 Charitable Contribution totals estimated to be determined post event, paid by sponsor dollars I I
(Beverly Hills Police Foundation and Beverly Hills Fire Chiefs Fund) TOTAL ESTIMATED BUDGET $504,147.39 $525,705.16
AGENCY FEE $100,829.48 $105,141.03
Sponsorship Sales, Management, Logistics & Coordination $20,000.00 $20,000.00 TOTAL EVENT EXPENSES $624,976.87 $650,846.19
Sponsorships (2025 Final/2026 Pending) <$282,745> <$287,500> Exhibitor Fees (2025 Final/2026 Pending) <$12,010> <$12,500> 2025 Budget Overages (Covered by City of BH @ $10,615 & Auto Vault @ $7,352.81) <$17,967.81> OVERAGES COVERED City of Beverly Hills - Requested Contribution 2025 & 2026 $312,254.00 $350,846.19 -
Rodeo Drive Concours d 'Elegance - Beverly Hills Father's Day Car Show 2025 - FINAL Budget 2026 - Budget Estimate K-Rails, Traffic Control Plan/Management and Infrastructure Design Fees $45,360.20 $47,161.96 Street Pole Banners, Graphics, Event Directional Signage and Printed Materials $21,183.91 $22,280.00 Event Rentals, Platform Deck, Press Wall, Portable Restrooms and Furnishings $57,037.73 $61,726.00 Video Equipment, IMAG Camera Package, Technical Production, Video Monitors & Labor $48,443.50 $50,318.50 Full Street Audio Package, Technical Direction, Audio Equipment, Mixers & Labor $46,773.50 $48,258.50 Security (Set Watch, Overnight & Event) provided by 3rd Party Agency & Event Insurance $13,062.00 $13,825.00 Awards, Branded Collateral, Credentials & Sponsor Required Equipment Needs $37,112.17 $35,435.00 Production Management - Stage Manager, Event Day Coordinators, Vehicle Managers $74,107.67 $78,825.00 Automotive Marketing, Public Relations Team, Creative Services & Design $55,150.00 $55,150.00 DJ, Event Staffing, Medical Team & Cleaning Crew $18,301.98 $20,095.00 City Street Closure/Permit Fees, Labor and Additional Costs (Based on 2025 Final Costs) $82,614.73 $82,630.20 Charitable Contributions to Beverly Hills Fire & Police $5,000.00 $10,000.00 Charitable Contribution totals estimated to be determined post event, paid by sponsor dollars I I
(Beverly Hills Police Foundation and Beverly Hills Fire Chiefs Fund) TOTAL ESTIMATED BUDGET $504,147.39 $525,705.16
AGENCY FEE $100,829.48 $105,141.03
Sponsorship Sales, Management, Logistics & Coordination $20,000.00 $20,000.00 TOTAL EVENT EXPENSES $624,976.87 $650,846.19
Sponsorships (2025 Final/2026 Pending) <$282,745> <$287,500> Exhibitor Fees (2025 Final/2026 Pending) <$12,010> <$12,500> 2025 Budget Overages (Covered by City of BH @ $10,615 & Auto Vault @ $7,352.81) <$17,967.81> OVERAGES COVERED City of Beverly Hills - Requested Contribution 2025 & 2026 $312,254.00 $350,846.19 J. Ben Bourgeois Productions, Inc.
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Liaison 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, 2026
SUBJECT: Request for Funding and Street Closures for the 2026 Rodeo Drive Concours d’Elegance Father’s Day Car Show on Sunday, June 21, 2026 ATTACHMENT: 1. Proposal Deck for the 2026 Rodeo Drive Concours d’Elegance Father’s Day Car Show
INTRODUCTION
This report provides the City Council Liaison /Rodeo Drive/ Special Events/ Holiday Program Committee of Mayor Nazarian and Councilmember Friedman (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 21, 2026. The Liaisons are requested to review event elements, banner conceptual designs, funding, and street closure requests for the event.
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 Concours event has for over 30 years featured a stationary car show along the famed Rodeo Drive, attracting record crowds of approximately 40,000-plus 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 2026 Concours event is scheduled for Sunday, June 21, 2026, from 10am-4pm on Rodeo Drive. In its 31st year, it is 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).
Liaisons are requested to give recommendations for support the event, the associated street closures, banner design, and funding request.
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
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• Music provided throughout the day
• 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 Foundation and Beverly Hills Fire Chief’s Fund (amounts to be determined)
• Large media presence anticipated
• And, after its success last year, an expanded featured booth for the Beverly Hills Police Department
City Partnership Marketing
The 2026 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 18 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 three 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 2026 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 20
9:00PM
Sunday, June 21
11:00PM
Dayton Way (from Rodeo Drive to
the alleyways east & west)
Saturday, June 20
9:00PM
Sunday, June 21
11:00PM
Brighton Way (from Rodeo Drive to
the alleyways east & west)
Saturday, June 20
9:00PM
Sunday, June 21
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 on N. Camden Drive, since their garage access will be closed.
Funding Request
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The 2026 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. As in previous years, if sponsorship dollars are raised in excess of projection targets, any excess sponsorship will be provided to the City to reduce the overall contribution to event costs. Last year, there no rollover, and so the RDC and JBB have instead maintained a flat sponsorship goal of $310,000 to ensure that all costs are, or to go towards a charitable contribution to the BH Police and Fire Associations, as have occurred in previous years.
Last year, City Council recommended that exhibitor fees be raised. This will bring the car show more in line with other, high-caliber car events, and assist in offsetting rising costs as well. The goal for this year is $12,500, up from the goal of $7,500 in 2025, as the actual exhibitor total raised was $12,010.
Fee Waiver & Permit Fees
The RDC and JBB typically pay for permit and personnel costs for the event, with the exception of the street closure fee that is typically waived for the closures on Rodeo Drive, Dayton Way, and Brighton Way. The RDC once again requests the waiver of the street closure fee to assist in offsetting the costs of the event for public benefit. 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 $21,030 according to the City’s FY25-26 Fee Schedule.
City Funding
For the 2026 Concours event, the requested City funding contribution is $358,199. Additionally, the sponsorship revenue for 2026 is projected at $287,500, with the exhibitor fee goal at $12,500.
For the 2025 Concours event, the requested City funding contribution was $312,254, and the expenses of the event remained at the projected amounts, however, the final amount of sponsorship raised of $282,745 was ultimately lower than the goal of $310,000. The Rodeo Drive Committee requests that the remaining unfunded $7,352.81 that was not covered by raised sponsor or exhibitor fees be added to this year’s event budget instead.
The chart below shows a comparison from the previous years 2023-2025. 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 actual 2026 estimate City Base Funding
Request
$254,540 $298,450 $312,254 $358,199
Overage from
previous year
$14,512 $3,533.62 -$7,352.81 $7,352.81**
Sponsorships* $250,000 $337,500 $282,745 $287,500
Exhibitor Fees $5,000 $7,725 $12,010 $12,500
Total Expenses $524,052 $647,208.62 $624,976.87 $650,846.19 *Charitable Contributions come out of this amount or any addition to this amount **This overage is the unfunded amount from 2025
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 4 of 4
• An expanded deployment of BHPD, to keep the event safe and secure • Certain categories of labor costs are controlled directly by JBB and their contractors, such as production management and sponsorship management, and wherever possible, those amounts have stayed static or decreased to accommodate higher labor in the other budget categories
FISCAL IMPACT
For the 2026 Concours event, organizers are requesting $357,199 from the City in base funding.
A separate report for the purchase order to J. Ben Bourgeois Productions, Inc. will be presented at a future Formal Session. Funding for this request is available in the City Council approved Fiscal Year 2025-26 (FY 25-26) 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 FY25-26 budget of $310,000 from TOT allocations were already reviewed and recommended by City Council during the budget and workplan preparation for the RDC, last June.
An additional $287,500 is proposed to be raised in sponsorships and an additional $12,500 to be raised in exhibitor booth fees by the event organizers and production team to cover the total expenses beyond City base funding.
Additional costs taken on by the City are for notifications through newspaper advertisements.
Funding for this request is available in the City Council approved FY25-26 Policy & Management Department Communications budget (48008302). And finally, Council is requested to approve the street closure fee waiver.
RECOMMENDATION
Staff requests City Council Liaisons provide a review and recommendation of the event elements, 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 March 24, 2026, City Council Study Session. banner conceptual designs, $358,199 funding request, and street closure requests for the 2026