ITEM A-2 — Beverly Hills City Council, June 10, 2026

STAFF REPORT
Meeting Date: June 10, 2026
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Subject: Recommendation of the Rodeo Drive / Special Events / Holiday Program Committee for the Rodeo Drive Committee Fiscal Year 2026-2027 Workplan and Funding Request of $184,998
Attachments: 1. Rodeo Drive Committee 2026-2027 Workplan

2. Liaison Meeting Report (without attachments)

INTRODUCTION
This item provides the recommendation of the Rodeo Drive / Special Events / Holiday Program Committee of Mayor Corman and Vice Mayor Wells for 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 2026-2027 (FY 26/27). The RDC will also provide an update to their 50th Anniversary programs, as they approach their anniversary in 2027.

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 there is no funding request for “Rodeo Drive Celebrates” banners, due to their member sponsorships.

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. The RDC promotes Rodeo Drive through a variety of programs, which enhance the street’s image, provide public benefit to residents, and visitors alike.

The Beverly Hills City Council Liaison/Rodeo Drive Committee/Special Events/Holiday Program Committee of Mayor Corman and Vice Mayor Wells met with the RDC on May 13, 2026, to review the annual work plan items for the upcoming year for the RDC. The Committee commended the work of ALLY in particular on their consistency in branding, innovation within the same budget year over year, and smart use of technology, noting that the Rodeo Drive accounts had become the standard amongst which other luxury BEVERL
HILLS
id
Meeting Date: June 10, 2026

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shopping destination marketing was measured. They did agree with the recommendation that the City begin to film in vertical, as collaborations are becoming the norm and horizontal videos are not “rewarded” by Meta’s algorithm, and staff noted that Communications and BHTV are aware and will evaluate to make that update. The Committee also agreed that staff can administratively review the Rodeo Drive Celebrates program banner artwork when completed, and appreciated the RDC finding sponsors to once again offset those costs.

It should be noted that the RDC proposed budget request is the base funding for the fiscal year workplan. 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”).

Website and Social Media Marketing
The RDC’s proposed annual work plan and funding request of $184,998 for FY 26/27 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1) from ALLY Communications and Marketing LLC (ALLY).

Highlights of their work include:
• Website Updates and Management / Content Creation & Curation; • Social Media Management / Content Production, Curation & Engagement o Instagram, Facebook, Pinterest, TikTok
• And Third-Party Costs
o Paid social media advertisement
o Content Creation purchase (photography, videography, illustrations) o Website hosting and templates, apps, email, language plug-in, SEO, AI chat bot, etc.

Each year, ALLY prioritizes additional tools within the budget ask to enhance marketing and stay ahead of both technology and trends. This year’s additional tools include AI content engine and, for the first time, a regular newsletter that will be available to anyone who subscribes. A website uplift in July and August of this year will rebuild a modern technical foundation, by utilizing AI capabilities to handle research, formatting and structure, while the ALLY team remains the editors, it allows for higher content output from the same team.

Content-wise, a focus on the 50th anniversary or RDC will also be prioritized, along with RDC member content, such as in-store reels, original content rather than only UGC, and “Only on Rodeo” features.

It should be noted that ALLY has not increased their agency fees since their original agreement with RDC in 2022. The budget ask for this year remains flat at $184,998.

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with their clients and the public. The first campaign, “Rodeo Drive Celebrates Fashion” is scheduled for the first week of August 3-9, 2026, while the second campaign, “Rodeo Drive Celebrates Timepieces and Fine Jewelry” is held October 5-11, 2026.

For the Fall, the RDC themselves will sponsor banners with vintage images, courtesy of the Beverly Hills Historical Society, and include their new 50th Anniversary logo (Attachment 2). Designs will be reviewed and approved by staff before they are installed.

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.

Public Art
In the past, public art partnerships have been brought as part of this workplan, however City Council approved a display from Mr. Brainwash for oversized artistic flowers reminiscent of Van Gogh that are currently on display, and the City Manager’s office is managing a new art display as part of Mayoral priority to debut in October 2026.

FISCAL IMPACT
To carry out the proposed Work Plan for FY 26/27, the RDC requests $184,998 for Website and Social Media Management based on the categories below, which is no increase from the previous four fiscal years:

Website & Social Media Management FY 26/27
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 $10,000
Purchasing Content & Content Creation $10,000
Website Template Updates, Hosting of Website, Apps, Email, Language plug-in
$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 26/27 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 Meeting Date: June 10, 2026

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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.

Finance projects a TOT revenue for FY26/27 of $46,600,000, essentially flat from the FY25/26 estimate of $46,000,000. All City partners, including the RDC, were advised of this as they developed their workplan and budgets.

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.

RECOMMENDATION
Staff recommends that the City Council review and approve the RDC work plan and funding request for FY 26/27.

Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
RDC WEBSITE & SOCIAL MEDIA - FISCAL YEAR 2026/27
A Year in Review

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A Year in Review - Rodeo Drive Socials & Website 2025/26

2.1K likes** 321 likes*

39.7K views** 265K views*

3.4K likes **
1M views**
1K likes*

1.3M views**

CLICK INSTAGRAM FACEBOOK PINTEREST TIKTOK WEBSITE

8.3k views*
11K likes* 451 likes*

1.2M views**
*organic performance average is between 350-450 likes on posts ** paid push - average of. $830/ month over all social channels. Source: BornSocial.co With an average paid social budget of $830/month across all channels, we achieve views that the industry requires $1,500+ to attempt.

We are able to achieve CPMs of under $1 against an industry standard of $10–$30 to reach our target audiences.

The views are driven by content quality, that this audience actually wants to see. - •
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4 Rodeo Drive Social (Fun) Facts
Rodeo Drive out-follows international luxury
shopping streets.**
● Rodeo Drive, 111,000 followers
● Bond Street, London: 86,000 followers
● Fifth Avenue, New York: 82,000 followers
● Champs-Élysées, Paris: 22,000 followers
Rodeo Drive out-follows major luxury hospitality
neighbors.**
Rodeo Drive has more Instagram followers than the
Waldorf Astoria Beverly Hills (80K), the Four Seasons
at Beverly Hills (75K), The Peninsula Beverly Hills
(52K), and the Beverly Wilshire Hotel on Rodeo Drive
(88K).

Sources
*2024 study by Bountii comparing shopping streets by Instagram hashtag volume. **Official Instagram accounts, April 2026
***Emerge Accelerator Guide 2025
Rodeo Drive is the most Instagrammable shopping
street in the world.*
Rodeo Drive is the most Instagrammable shopping street
in the world with over 850,000 hashtag tags. Second
place: Orchard Road in Singapore (315,896). Third: Bond Street in London (286,488).

Rodeo Drive grows a lifestyle and consumer audience
at 88% below industry cost.***
Growing a fashion consumer audience typically costs
brands $3.50–$5.00 per follower in paid advertising. Since taking over in November 2019 we grew 69,000 new
Instagram followers at about $0.52 per follower with a
total Instagram paid investment of $36,000 over six years.

Delivered through spot-on content, consistent posting
cadence, and genuine community engagement.
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111K
followers
394
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5 Our Results vs. The Hospitality/ Travel/ Hotel Industry Standard *Source https://www.socialinsider.io/brands/hospitality-hotels Engagement is the true currency of social media and by that measure, Rodeo Drive is outperforming the hospitality industry average by up to 7x across every platform*, proving that our audience isn't just growing, it's actively invested. lnstagram Facebook TikTok

3.5% 1.0% 7% 6.8%

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Rodeo Drive Industry Average

3.5% 1.0% 7% 6.8%

3.2%
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0.8%

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1.5% o 0.4%

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0.45% 0.2% 1.11%

0.5% 1%

0.0%
Rodeo Drive Industry Average

0.0%
Rodeo Drive Industry Average
0%
Rodeo Drive Industry Average
Source: Socialinsider 2025
Hospitality Benchmark
Source: Socialinsider 2025
Hospitality Benchmark
Source: Socialinsider 2025
Hospitality Benchmark
ALLY
Instagram Analytics 07/01/24 - 04/30/25 07/01/25 - 03/31/26 Change % Follower 107,936 111,165 +2.99%
Reach 3,920,940 5,102,855 +30.14%
Views
(08/2025 new metric)
N/A 10,299,87 N/A for 2025/26
Content Interaction
(08/2025 new metric)
N/A 352,358 N/A for 2025/26
META Metric Changes August 2025
A Note on Data Comparability
Meta updated its standard metric from Reach to Views in August 2025: Reach measured unique accounts reached,
Views count total impressions including repeat views by the same user.

Views is now the new reporting baseline going forward.

Meta's previous 'Engagement' metric captured nearly every touchpoint including passive actions like video views, Reel plays, and story taps. 'Content Interactions' now counts only deliberate actions such as likes, comments, shares, and saves a much smaller but far more meaningful number.

INSTAGRAM FOLLOWERS
3% up
Since last year
111.2K
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META Metric Changes August 2025
A Note on Data Comparability
Meta updated its standard metric from Reach to Views in August 2025: Reach measured unique accounts reached,
Views count total impressions including repeat views by the same user.

Views is now the new reporting baseline going forward.

Content Interactions is now the new reporting baseline
going forward.
*Last year’s metrics include full April numbers. For this report we pulled numbers only until end of March, missing one full month of results in this overview! Facebook Results 2025/26*
Facebook Analytics 07/01/24 - 04/30/25 07/01/25 - 03/31/26 Change % Follower 84,697 87.088 + 2.82%
Views
(08/2025 new metric)
N/A 13,223,747 N/A for 2025/26
Content Interaction
(08/2025 new metric)
N/A 75,134 N/A for 2025/26

87.1K

FACEBOOK FOLLOWERS
3% up
Since last year
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*Last year’s metrics include full April numbers. For this report we pulled numbers only until end of March, missing one full month of results in this overview! TikTok Results 2025/26*
TikTok Analytics 07/01/24 - 04/30/25 07/01/25 - 03/31/26 Change % Follower 3,639 3,852 +5.85%
Total Views 157,637 260,401 +65.19%
Total Engagement 25,228 26,306 +4.27%

3.6K

TIKTOK FOLLOWERS
6% up
Since last year
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OUTLOOK FY 2026/27 - Social & Web Strategy

1. RODEO DRIVE COMMITTEE TURNS 50
● A full digital content program — built in phases, across every channel. RDC 50th anniversary content goes live in our weekly editorial calendar, building steadily toward peak celebrations in H2 2026. ● SIGNATURE CONTENT SERIES: "Next 50", "The Insiders", "Fresh Eyes on Rodeo", "Then. Now. Always."

2. WEBSITE UPLIFT — July / August 2026
● Live before peak 50th celebrations in H2 2026.
● Rebuilt on a modern technical foundation - upgraded CMS, improved speed, performance and mobile performance, AI & API capabilities, cinematic and motion elements introduced throughout ● AI-assisted content engine handles research, formatting, and editorial structuring on the backend > our team remains the editors
● Higher content output, same team, no additional headcount

3. NEWSLETTER PROGRAM
● Direct line to an owned subscriber audience
● Editorial content drawn directly from the website content engine ● Covers new collections, anniversary storytelling, upcoming events, and visitor guides ● Consistent send cadence — AI handles formatting and assembly, our team controls voice and editorial judgment ● Owned reach. Not subject to platform algorithm changes.

4. SOCIAL MEDIA - The Digital Storefront as the Generational Bridge & Immersed in City Institutions ● Ongoing: New formats, new tools, new angles - telling the Rodeo Drive story from different points of view ● One narrative. One destination. Every generation.
● City Partners collaboration continuation with even closer ties into archives and existing material from the city •
ALLY
Fiscal Year 22/23 23/24 24/25 25/26 26/27
Social media
channels
Instagram, Facebook,
Pinterest, TikTok
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
UGC content + RDC Member
content, 2-3 content creators
Member’s social
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
Instore Reels - Original
Content - “Only on Rodeo”
Website news Relaunch /Optimization Content updates Content updates Content updates Full Website Uplift Additional tools Accessibility Plug in,
Optimized CMS Chinese, Arabic, Spanish SEO Optimization AI chat bot for website AI Content Engine & Regular
Newsletter
Member’s website
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,
Private Member Page
Directory, Events, New On
Rodeo, Podcast, Your Visit,
Celebrating 50 Years
Budget
Agency Fee 159,998 159,998 159,998 159,998 159,998
3rd party budget 25,000 25,000 25,000 25,000 25,000
Total budget 184,998 184,998 184,998 184,998 184,998

UPDATES IN SCOPE OVER THE YEARS
ALLY
Social Media & Website Management Total Budget Request FY 2026/27 ALLY Agency Fee
Website Updates & Management / Content Creation & Curation $40,003 Social Media Management / Content Production & Curation & Engagement $119,995 OVERVIEW of all 3rd Party Costs
Paid Social Media Advertisement $10,000
Content Creation (Photography, Videography, Illustrations) $10,000 Website Updates, Hosting of Website, Apps, Email, Language plug in $4,000 Misc. Expenses $1,000
Total Funding Request $184,998
BUDGET REQUEST FOR FISCAL YEAR 2026/27
ALLY
© 2026

YVONNE BUSCH

CEO & FOUNDER
[email protected]
+1 (424) 230-4951

JESSICA KUEHEFUSS

SENIOR MARKETING MANAGER
[email protected]
+1 (213) 691-9021
ALLY Communication & Marketing LLC
958 S Broadway, Los Angeles,
CA, 90015
www.ally-la.com

THANK YOU
Demographics
Facebook Instagram
Pinterest
TikTok
ALLY
Follower insights O
Gender Age Locations
0%
61%
39%
Other
• Female
• Male
55-64 65- +
Men

42.8%
45-54
Women

57.2%
18-- 24 25-34 35-44
0%
5%
10%
15%
20%
Age & gender 0
55-- 64 65- +
Women ■ Men

56.3% 43.7%
18-- 24 25-34 35-44 45-54
0%
5%
10%
15%
Age B gender O
20%
Top cities
Los Angeles, CA
S~0 Paulo, SP, Brazil

3.4%
Mexico City, Distrito Federal, Mexico
25%
New York,NY
1%
Tehran, Tehran Province, lran

0.8%
Beverly Hills, CA

0.6%
Semnan, Semnan Province, Iran

0.6%
Sydney, NSW, Australia

0.5%
Top countries
United States

6.9%
Brazil
Mexico

8.1%
lran
- 2.9%
Italy

2.9%
United Kingdom

2.4%
Canada
i 1.6%
Australia

1.6%

13.1%

39.2%
Top cities
Los Angeles, CA
New York, NY
1%
Mexico City, Distrito Federal, Mexico

0.9%
San Diego, CA

0.6%
Tijuana, Baja California, Mexico

0.6%
Long Beach, CA

0.5%
So Paulo, SP, Brazil

0.5%
Beverly Hills, CA

0.4%
65%
Top countries
United States
Mexico

9.8%
Italy

3.2%
Brazil

3.1%
United Kingdom

2.2%
Australia

1.9%
India

1.8%
Canada

1.7%

47.4% Follower insights O
Gender Age
United States
Mexico
I
Brazil
Locations

67.3%

1.3% >

0.6%
United Kingdom
I
Australia

0.5%

0.4%
Age
The age distribution of this audience Q
Gender
The gender distribution of this audience Q Follower insights O

40.3% 64.6% Gender Age Locations

7.8%

17.4%
18- 24
-
25 - 34

29.7%
35- 44 37.3%

13.0%
45- 54 27.7%
5% 5% 5% <5% 5.7%
55+ 9.8%
18-24 25-34 35-44 45-49 50-54 55-64 65+ Male Female Unspecified & custom -

33.4%
ALLY
Follower insights O
Gender Age Locations
0%
61%
39%
Other
• Female
• Male
55-64 65- +
Men

42.8%
45-54
Women

57.2%
18-- 24 25-34 35-44
0%
5%
10%
15%
20%
Age & gender 0
55-- 64 65- +
Women ■ Men

56.3% 43.7%
18-- 24 25-34 35-44 45-54
0%
5%
10%
15%
Age B gender O
20%
Top cities
Los Angeles, CA
S~0 Paulo, SP, Brazil

3.4%
Mexico City, Distrito Federal, Mexico
25%
New York,NY
1%
Tehran, Tehran Province, lran

0.8%
Beverly Hills, CA

0.6%
Semnan, Semnan Province, Iran

0.6%
Sydney, NSW, Australia

0.5%
Top countries
United States

6.9%
Brazil
Mexico

8.1%
lran
- 2.9%
Italy

2.9%
United Kingdom

2.4%
Canada
i 1.6%
Australia

1.6%

13.1%

39.2%
Top cities
Los Angeles, CA
New York, NY
1%
Mexico City, Distrito Federal, Mexico

0.9%
San Diego, CA

0.6%
Tijuana, Baja California, Mexico

0.6%
Long Beach, CA

0.5%
So Paulo, SP, Brazil

0.5%
Beverly Hills, CA

0.4%
65%
Top countries
United States
Mexico

9.8%
Italy

3.2%
Brazil

3.1%
United Kingdom

2.2%
Australia

1.9%
India

1.8%
Canada

1.7%

47.4% Follower insights O
Gender Age
United States
Mexico
I
Brazil
Locations

67.3%

1.3% >

0.6%
United Kingdom
I
Australia

0.5%

0.4%
Age
The age distribution of this audience Q
Gender
The gender distribution of this audience Q Follower insights O

40.3% 64.6% Gender Age Locations

7.8%

17.4%
18- 24
-
25 - 34

29.7%
35- 44 37.3%

13.0%
45- 54 27.7%
5% 5% 5% <5% 5.7%
55+ 9.8%
18-24 25-34 35-44 45-49 50-54 55-64 65+ Male Female Unspecified & custom -

33.4%
ALLY
Follower insights O
Gender Age Locations
0%
61%
39%
Other
• Female
• Male
55-64 65- +
Men

42.8%
45-54
Women

57.2%
18-- 24 25-34 35-44
0%
5%
10%
15%
20%
Age & gender 0
55-- 64 65- +
Women ■ Men

56.3% 43.7%
18-- 24 25-34 35-44 45-54
0%
5%
10%
15%
Age B gender O
20%
Top cities
Los Angeles, CA
S~0 Paulo, SP, Brazil

3.4%
Mexico City, Distrito Federal, Mexico
25%
New York,NY
1%
Tehran, Tehran Province, lran

0.8%
Beverly Hills, CA

0.6%
Semnan, Semnan Province, Iran

0.6%
Sydney, NSW, Australia

0.5%
Top countries
United States

6.9%
Brazil
Mexico

8.1%
lran
- 2.9%
Italy

2.9%
United Kingdom

2.4%
Canada
i 1.6%
Australia

1.6%

13.1%

39.2%
Top cities
Los Angeles, CA
New York, NY
1%
Mexico City, Distrito Federal, Mexico

0.9%
San Diego, CA

0.6%
Tijuana, Baja California, Mexico

0.6%
Long Beach, CA

0.5%
So Paulo, SP, Brazil

0.5%
Beverly Hills, CA

0.4%
65%
Top countries
United States
Mexico

9.8%
Italy

3.2%
Brazil

3.1%
United Kingdom

2.2%
Australia

1.9%
India

1.8%
Canada

1.7%

47.4% Follower insights O
Gender Age
United States
Mexico
I
Brazil
Locations

67.3%

1.3% >

0.6%
United Kingdom
I
Australia

0.5%

0.4%
Age
The age distribution of this audience Q
Gender
The gender distribution of this audience Q Follower insights O

40.3% 64.6% Gender Age Locations

7.8%

17.4%
18- 24
-
25 - 34

29.7%
35- 44 37.3%

13.0%
45- 54 27.7%
5% 5% 5% <5% 5.7%
55+ 9.8%
18-24 25-34 35-44 45-49 50-54 55-64 65+ Male Female Unspecified & custom -

33.4%
1 4
Website Performance
ALLY
Traffic 9 cooe Banner Enabled Year To Date v $USD
» United States 252,473 076.3%)
Traffic Traffic Sources Search Keywords Geography » ill Mexico 9,696 (2.93%) VISITS BOUNCE RATE UNIQUE VISITORS PAGEVIEWS ► ---·--·---·-·· ·---·--·--- l Canada 8,667 02.62%) 74K 96.34% 72K 79K
-5% yr/yr +1% yr/yr -4% yr/yr -8% yr/yr
► !ii United Kingdom 6,761/2.04%)
Visits
Jan 1-Apr 10, 2026 ·73,717 Total -5% yr/yr
Monthly V
» I India 5,322 (1.61%)
25K
Visits
25K
20K
15K
10K
20K
15K
10K
» Australia
Germany
► • China
4,325 (1.31%)
3,398 (1.03%)
2,878 (0.87%)
5K 5K ► 11 France 2,377 (0.72%)
0 0
Jan 1 Feb 1 Mar 1 Apr 1 e Japan 1,638 (0.50%)
» l Italy 1,601(0.48%)
� e United States 177,655 (74.2%)
• California 65,626
Unknown 46,938
► New York 7,063
► Texas 5,568
► Florida 4,462
► Rhode Island 4,289
►
Illinois 3,445
0 10K
20K
30K
40K
ios macOS Windows Android Others
36,810 13,875 13,084 8,476 1,540
Top Operating Systems
20K
30K
Top Operating Systems by Visits
0 40K
10K
0 Others
11,020
Mobile.. Chrome Chrome... Safari
27,819 18,777 9,839 6,330
Top Browsers
0 Top Browsers by Visits
Mobile 30K 30K
Desktop
20K 20K
Tablet
.Unknown
10K 10K
73,783
Total
Top Devices by Visits
0 10K
20K
30K
40K
Others
3,074
Direct Google Instagram Bing
39,171 28,380 2,507 619
Top Sources
0 20K
30K
10K
40K
Top Sources by Visits VIEW SOURCES
ALLY
Traffic 9 cooe Banner Enabled Year To Date v $USD
» United States 252,473 076.3%)
Traffic Traffic Sources Search Keywords Geography » ill Mexico 9,696 (2.93%) VISITS BOUNCE RATE UNIQUE VISITORS PAGEVIEWS ► ---·--·---·-·· ·---·--·--- l Canada 8,667 02.62%) 74K 96.34% 72K 79K
-5% yr/yr +1% yr/yr -4% yr/yr -8% yr/yr
► !ii United Kingdom 6,761/2.04%)
Visits
Jan 1-Apr 10, 2026 ·73,717 Total -5% yr/yr
Monthly V
» I India 5,322 (1.61%)
25K
Visits
25K
20K
15K
10K
20K
15K
10K
» Australia
Germany
► • China
4,325 (1.31%)
3,398 (1.03%)
2,878 (0.87%)
5K 5K ► 11 France 2,377 (0.72%)
0 0
Jan 1 Feb 1 Mar 1 Apr 1 e Japan 1,638 (0.50%)
» l Italy 1,601(0.48%)
� e United States 177,655 (74.2%)
• California 65,626
Unknown 46,938
► New York 7,063
► Texas 5,568
► Florida 4,462
► Rhode Island 4,289
►
Illinois 3,445
0 10K
20K
30K
40K
ios macOS Windows Android Others
36,810 13,875 13,084 8,476 1,540
Top Operating Systems
20K
30K
Top Operating Systems by Visits
0 40K
10K
0 Others
11,020
Mobile.. Chrome Chrome... Safari
27,819 18,777 9,839 6,330
Top Browsers
0 Top Browsers by Visits
Mobile 30K 30K
Desktop
20K 20K
Tablet
.Unknown
10K 10K
73,783
Total
Top Devices by Visits
0 10K
20K
30K
40K
Others
3,074
Direct Google Instagram Bing
39,171 28,380 2,507 619
Top Sources
0 20K
30K
10K
40K
Top Sources by Visits VIEW SOURCES
ALLY
Traffic 9 cooe Banner Enabled Year To Date v $USD
» United States 252,473 076.3%)
Traffic Traffic Sources Search Keywords Geography » ill Mexico 9,696 (2.93%) VISITS BOUNCE RATE UNIQUE VISITORS PAGEVIEWS ► ---·--·---·-·· ·---·--·--- l Canada 8,667 02.62%) 74K 96.34% 72K 79K
-5% yr/yr +1% yr/yr -4% yr/yr -8% yr/yr
► !ii United Kingdom 6,761/2.04%)
Visits
Jan 1-Apr 10, 2026 ·73,717 Total -5% yr/yr
Monthly V
» I India 5,322 (1.61%)
25K
Visits
25K
20K
15K
10K
20K
15K
10K
» Australia
Germany
► • China
4,325 (1.31%)
3,398 (1.03%)
2,878 (0.87%)
5K 5K ► 11 France 2,377 (0.72%)
0 0
Jan 1 Feb 1 Mar 1 Apr 1 e Japan 1,638 (0.50%)
» l Italy 1,601(0.48%)
� e United States 177,655 (74.2%)
• California 65,626
Unknown 46,938
► New York 7,063
► Texas 5,568
► Florida 4,462
► Rhode Island 4,289
►
Illinois 3,445
0 10K
20K
30K
40K
ios macOS Windows Android Others
36,810 13,875 13,084 8,476 1,540
Top Operating Systems
20K
30K
Top Operating Systems by Visits
0 40K
10K
0 Others
11,020
Mobile.. Chrome Chrome... Safari
27,819 18,777 9,839 6,330
Top Browsers
0 Top Browsers by Visits
Mobile 30K 30K
Desktop
20K 20K
Tablet
.Unknown
10K 10K
73,783
Total
Top Devices by Visits
0 10K
20K
30K
40K
Others
3,074
Direct Google Instagram Bing
39,171 28,380 2,507 619
Top Sources
0 20K
30K
10K
40K
Top Sources by Visits VIEW SOURCES
15 Website Performance
Average Time on Website
Top Pageviews by Page 95s
ALLY
120K
100K
80K
60K
40K
20K
0 Pagevlews
120K
100K
80K
60K
40K
20K
0 Home
110,233
Directory
64,735
Rodeo Drive Concours... The 2025 Rodeo Drive...
29,421 16,075
About
9,103
Page
Events
7,083
For Your Visit
7,072
Collections
6,062
ALLY
ALLY
120K
100K
80K
60K
40K
20K
0 Pagevlews
120K
100K
80K
60K
40K
20K
0 Home
110,233
Directory
64,735
Rodeo Drive Concours... The 2025 Rodeo Drive...
29,421 16,075
About
9,103
Page
Events
7,083
For Your Visit
7,072
Collections
6,062
ALLY
ALLY
120K
100K
80K
60K
40K
20K
0 Pagevlews
120K
100K
80K
60K
40K
20K
0 Home
110,233
Directory
64,735
Rodeo Drive Concours... The 2025 Rodeo Drive...
29,421 16,075
About
9,103
Page
Events
7,083
For Your Visit
7,072
Collections
6,062
ALLY
1 6
Pinterest performance
ALLY
Overview
Audience metrics updated 1 day ago. All other metrics updated in real-time.

Date range
Custom V
Start date
07/01/2025
End date
03/31/2026
Content type CD
All V More filters z
Overall performance
Metrics updated in real-time except for audience.

Impressions CD

1.32m
Engagements CD

68.41k
Outbound clicks CD
58 Saves

10.99k
Total audience CD
455.33k
Engaged audience CD

35.21k
ALLY
ALLY
Overview
Audience metrics updated 1 day ago. All other metrics updated in real-time.

Date range
Custom V
Start date
07/01/2025
End date
03/31/2026
Content type CD
All V More filters z
Overall performance
Metrics updated in real-time except for audience.

Impressions CD

1.32m
Engagements CD

68.41k
Outbound clicks CD
58 Saves

10.99k
Total audience CD
455.33k
Engaged audience CD

35.21k
ALLY
ALLY
Overview
Audience metrics updated 1 day ago. All other metrics updated in real-time.

Date range
Custom V
Start date
07/01/2025
End date
03/31/2026
Content type CD
All V More filters z
Overall performance
Metrics updated in real-time except for audience.

Impressions CD

1.32m
Engagements CD

68.41k
Outbound clicks CD
58 Saves

10.99k
Total audience CD
455.33k
Engaged audience CD

35.21k
ALLY
1 7
Add Our daily/ weekly/ monthly work cadence
Daily
● Post 4 x stories, more if collections post or events
● ensure Posts went live on IG, FB, Pinterest, TT
● Member Communciation
● UGC Content Requesting
● Engagement (Comments and DMs)
Weekly
● Grid Post Planning
● Reel Editing
● Story Editing
● Prepping and Revising member promotions
Monthly
● Influencer Search, Comms, Contracting, Scheduling, Review, ● Paid Ads promotion
● Reporting Deck
● RDC meeting
● Content Shooting on Rodeo Drive
MIscellaneous
● meeting with members
● yearly City Deck Prep and Presentation
● Additional Event Coverage, and Attendenance
● Event Meetings
● Facebook Events Set up
ALLY
•
ALLY
ALLY
•
ALLY
ALLY
•
ALLY
Rodeo Drive Committee Celebrates 50 years
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Rodeo Drive Celebrates Program
• Rodeo Drive Celebrates Fashion,
August 3-9
• CELINE will sponsor banners
• Rodeo Drive Celebrates
Timepieces & Fine Jewelry,
October 5-11
• RDC will sponsor banners with
vintage images, courtesy of BH
Historical Society
• These banners will include the new
50th anniversary logo
• No City funding requested
Rodeo Drive Celebrates Program
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Rodeo Drive Celebrates Program
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RODEO DRIVE
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 Outreach Manager DATE: May 13, 2026
SUBJECT:

Review of Fiscal Year 2026-2027 Workplan and Funding Request for the Rodeo Drive Committee (RDC), Including Website, Social Media, “Rodeo Drive Celebrates” and RDC 50th Anniversary Programs
ATTACHMENTS: 1. Rodeo Drive Committee Proposal for 2026-2027 Website and Social Media from ALLY

2. 2026 “Rodeo Drive Celebrates” Program & Banners

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 2026-2027 (FY 26/27). Additionally, the RDC will provide an update to their 50th Anniversary programs, as they approach their anniversary in 2027.

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 their member sponsorships.

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. The RDC 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 budget request is the base funding for the fiscal year workplan. 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.

Website and Social Media Marketing
ALLY The RDC’s proposed annual work plan and funding request of $184,998 for FY 26/27 is for digital marketing management, social media content creation, and ongoing website maintenance (Attachment 1) from ALLY Communications and Marketing LLC (ALLY). Highlights of their work include:
• Website Updates and Management / Content Creation & Curation; • Social Media Management / Content Production, Curation & Engagement o Instagram, Facebook, Pinterest, TikTok
• And Third-Party Costs
o Paid social media advertisement
o Content Creation purchase (photography, videography, illustrations) o Website hosting and templates, apps, email, language plug-in, SEO, AI chat bot, etc.

It should be noted that ALLY has not increased their agency fees since their original agreement with RDC in 2022. The budget ask for this year remains flat at $184,998.

Rodeo Drive Celebrates
Additionally, the RDC proposes to continue the twice-yearly program “Rodeo Drive Celebrates” in August and October 2026. These annual events have taken place since 2023, inviting the participation of different retailers, restaurants, and hotels to celebrate with their clients and the public. The first campaign, “Rodeo Drive Celebrates Fashion” is scheduled for the first week of August 3-9, 2026, while the second campaign, “Rodeo Drive Celebrates Timepieces and Fine Jewelry” is held October 5-11, 2026.

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 RDC member brand CELINE to sponsor the Summer banners. For the Fall, the RDC themselves will sponsor banners with vintage images, courtesy of the Beverly Hills Historical Society, and include their new 50th Anniversary logo (Attachment 2). Designs will be reviewed and approved by staff before they are installed.

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 $10,000
Purchasing Content & Content Creation $10,000
Website Template Updates, Hosting of Website, Apps, Email, Language plug-in $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 26/527 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.

RECOMMENDATION
Staff recommends that the City Council Liaisons review the RDC work plan and funding request and provide recommendations, if any, for FY 26/27. Based on Liaison feedback, this item will be taken to the full City Council for review and approval at a June study session.

Beverly Hills City CouncilJune 10, 2026

Beverly Hills City Council
June 10, 2026