Beverly Hills City Council
July 21, 2026

AGENDA REPORT
Meeting Date: July 21, 2026
Item Number:

To: Honorable Mayor & City Council
From: Magdalena Davis, Community Outreach Manager
Subject: AGREEMENT WITH THE BEVERLY HILLS CONFERENCE AND Attachments: 1. Agreement with the Beverly Hills Conference and Visitors Bureau for Fiscal Year 2026-2027

2. Revised Line-Items for Approved Budget

3. June 23, 2026, Staff Report for CVB Work Plan (without attachments)

RECOMMENDATION
Staff recommends the City Council:
1) Approve an Agreement between the City of Beverly Hills and the Beverly Hills Conference and Visitors Bureau (CVB) for promotion of the City for Fiscal Year 2026-2027 (Attachment 1);
2) Approve a Fiscal Year 2026-2027 (FY 26/27) purchase order for the CVB for promotion of the City in an amount not to exceed $4,668,070; 3) Approve a no-license fee use of the City’s trademarked City Shield for the Chamber to utilize as their logo; and
4) Waive the bidding requirements per Beverly Hills Municipal Code 3-3-204 (D) as the CVB, through its mission and partnership with the City, represents certain unique aspects of attracting tourists and performing marketing while maintaining the City’s brand; thus, it would be in the best interest of the City to continue to utilize this vendor for these services.

INTRODUCTION
At the June 23, 2026, Study Session, the City Council reviewed and approved the FY 26/27 work plan and funding request presented by the Beverly Hills Conference and Visitors Bureau (CVB). This item requests the City Council approve an agreement with the

VISITORS BUREAU FOR PROMOTION OF THE CITY FOR FISCAL
YEAR 2026-2027; AND
PURCHASE ORDER FOR FISCAL YEAR 2026-2027 IN THE NOTTO-EXCEED AMOUNT OF $4,668,070 Meeting Date: July 21, 2026
CVB for marketing the City (Attachment 1), issue a FY 25/26 purchase order in an amount not to exceed $4,668,070, and to waive the bidding requirements as it is in the best interest of the City.

DISCUSSION
Annually, the CVB is contracted by the City to conduct a variety of tourism and marketing programs promoting Beverly Hills. City funding is utilized to promote Beverly Hills domestically and worldwide as a stay, shop, and dine destination through a variety of marketing programs and events that build awareness and drive consumer revenue to the City as a whole. They consist of a staff, and a volunteer Board comprised of hotel General Managers, and local stakeholders.

On June 16, 2026, the Beverly Hills City Council Liaison / CVB/Marketing Committee (Liaisons) Mayor Corman and Vice Mayor Wells, reviewed the FY 26/27 work plan and funding request presented by the CVB. The recommendations from the Committee were presented at the June 23, 2026, City Council Study Session (Attachment 3), which the City Council approved.

This item, if approved by the City Council, approves the execution of an Agreement between the City and CVB for FY 25/26 marketing of the City; authorizes the issuance of a FY 25/26 purchase order to the CVB in the amount of $4,668,070; and waives the bidding requirements per Beverly Hills Municipal Code 3-3-204 (D) as it would be in the best interest of the City to continue to utilize the CVB for these services.

It should be noted that the last two recommended items, the no-fee license of the shield and waiver of bidding requirements, were not in the Council report on June 23, 2026, as they are procedural items with longstanding traditional approval. The CVB’s work with the City and their logo for “Love Beverly Hills” has included the trademarked City shield, for many decades.

FISCAL IMPACT
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 28 years. The Policy & Management Department’s Tourism and Marketing budget (01001311) provides funding for activities, which market and promote the City to potential travelers. To execute the proposed work plan for FY 26/27, the CVB requests $4,668,070 in funding from this budget.

It should be noted that line items are different than what was presented to Liaisons and City Council. These minor changes were to account for recommendations by the CVB’s Board as they reviewed RFPs for PR services in the US and Mexico, and allotted funds towards the second-largest business group CAIS. The increases in the domestic and international line items resulted in special programs and salaries decreasing (Attachment 2).

Keith Sterling,
Deputy City Manager
Approved By

Attachment 1
1 B0785-0001\3276100v2.doc

AGREEMENT BETWEEN THE CITY OF BEVERLY HILLS AND THE

BEVERLY HILLS CONFERENCE AND VISITORS BUREAU FOR
PROMOTION OF THE CITY FOR FISCAL YEAR 2026-2027
NAME OF CONTRACTOR: Beverly Hills Conference and Visitors Bureau

RESPONSIBLE PRINCIPAL OF
CONTRACTOR:

Julie Wagner, CEO
CONTRACTOR'S ADDRESS: 9400 Santa Monica Blvd.

Beverly Hills, CA 90210
Attention: Julie Wagner, Chief Executive Officer
CITY'S ADDRESS: City of Beverly Hills
455 N. Rexford Drive
Beverly Hills, CA 90210
Attention: Ryan Gohlich, City Manager
COMMENCEMENT DATE: July 1, 2026
TERMINATION DATE: June 30, 2027
CONSIDERATION: Not to exceed $4,668,070 and more particularly described in Exhibit B
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AGREEMENT BETWEEN THE CITY OF BEVERLY HILLS AND THE

BEVERLY HILLS CONFERENCE AND VISITORS BUREAU FOR
PROMOTION OF THE CITY FOR FISCAL YEAR 2026-2027
THIS AGREEMENT is made by and between the City of Beverly Hills (hereinafter called "CITY"), and the Beverly Hills Conference and Visitors Bureau (hereinafter called “CONTRACTOR” or "CVB").

RECITALS
A. CVB is located in CITY and has special knowledge and experience to conduct or participate in promotional, publicity, and advertising activities for the benefit of CITY.

B. CITY desires to engage CVB for marketing and special events for the benefit of CITY.

C. Section 37110 of the State Government Code authorizes the expenditure of monies for promotions.

D. CITY desires to have certain services and/or goods provided as set forth in Exhibit A (the "Scope of Work"), attached hereto and incorporated herein.

E. CVB represents that it is qualified and able to perform the Scope of Works.

NOW, THEREFORE, the parties agree as follows:

Section 1. CVB's Scope of Work.

CVB shall perform the Scope of Work described in Exhibit A, attached hereto and incorporated herein, in a manner satisfactory to CITY and consistent with that level of care and skill ordinarily exercised by members of the profession currently practicing in the same locality under similar conditions. CITY shall have the right to order, in writing, changes in the Scope of Work. Any changes in the Scope of Work by CVB under $25,000 may be done without approval of CITY; however, CVB shall notify the City Manager, CITY’s Community Outreach Manager, and/or the City Manager’s designee by close of the fiscal year of such change.

For reallocations between $25,001 - $50,000, CVB must obtain the prior written approval from the City Manager or the City Manager’s designee, with a copy of the request sent to CITY’s City Council Liaison / CVB / Marketing Committee and/or the City Manager’s designee prior to reallocation of the funding.

For reallocations above $50,000, CVB must obtain prior approval from the City Council Liaison /CVB/ Marketing Committee at an agendized meeting prior to reallocation of the funding.

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Section 2. Ownership of Work Product.
(a) Unless otherwise agreed upon in writing, all reports, documents, or other written or visual material or any other material in any media, including any images, taglines, logos, or other media created or developed by CVB or any third party contracted by CVB, in the performance of this Agreement, whether or not paid in whole or in part by the funding provided by this Agreement (“Work Product”) shall be and remain the property of CITY without restriction or limitation upon its use or dissemination by CITY. All Work Product shall be considered to be “works made for hire,” and all such Work Product and any and all intellectual property rights arising from their creation, including, but not limited to, all copyrights and other proprietary rights, shall be and remain the property of CITY without restriction or limitation upon their use, duplication or dissemination by CITY. CVB shall not obtain or attempt to obtain copyright protection as to any of the Work Products.
(b) CVB hereby irrevocably assigns exclusively to CITY, all right, title and interest in such trademarks and/or copyrights or other intellectual property rights in the Work Products. CVB shall take all acts requested by CITY in order to enforce CITY’s rights under this Section.
(c) CVB shall not retain ownership of or any right, title or interest in any of the Work Products, including, but not limited to, in any related trademarks, copyrights, or other proprietary rights. CITY and CVB agree that the Work Product and all such rights, title and interest in or to the Work Products belong to and are being sold and assigned in their entirety to CITY for whatever use it desires, and that CITY does and shall at all times own, solely and exclusively, complete and unencumbered, all right, title and interest in and to all of the Work Product worldwide, any modifications thereto and any derivative works based thereon (including, but not limited to, all patent, copyright, trademark, service mark and trade secret rights). Nothing contained herein shall be deemed to constitute a mere license or franchise in CITY. The parties further agree that CITY will be free to use, modify, distribute, sell, license or otherwise exploit all such Work Products and any modifications to or derivative works based thereon without any restrictions or limitations or any obligations or payments to CVB and that CVB shall have no such rights.
(d) From time to time CVB will engage photographers to take photographs or will purchase images for use in CVB’s marketing campaigns, collateral or other uses. As to those third party photographs or images whereby CVB negotiates to purchase not only the photograph or image but also the copyright or other intellectual property rights, the provisions of this Section 2 will apply. As to those third party photographs or images whereby CVB negotiates to purchase only the use of the photograph or image and the copyright is maintained with the photographer, the provisions of this Section 2 will not apply.
(e) This Section shall survive termination of this Agreement.

Section 3. Time of Performance.

CVB shall commence its services under this Agreement upon the Commencement Date or upon a receipt of a written notice to proceed from CITY. CVB shall complete the performance of services by the Termination Date set forth above and/or in conformance with the project timeline established by the City Manager or his designee.

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Section 4. Compensation.
(a) Compensation
CITY agrees to compensate CVB for the services and/or goods provided under this Agreement, and CVB agrees to accept in full satisfaction for such services, a sum not to exceed the Consideration set forth above and more particularly described in Exhibit A and in Exhibit B, attached hereto and incorporated herein.
(b) Expenses
The amount set forth in paragraph (a) shall include reimbursement for all actual and necessary expenditures reasonably incurred in the performance of this Agreement (including, but not limited to, all labor, materials, delivery, tax, assembly, and installation, as applicable). There shall be no claims for additional compensation for reimbursable expenses. (c) Additional Services.

CITY may from time to time require CVB to perform additional services not included in the Scope of Work. Such requests for additional services shall be made by CITY in writing and agreed upon by both parties in writing.

Section 5. Payment. CITY shall pay CVB said Consideration in accordance with the method and schedule of payment set forth in Exhibit B, attached hereto and incorporated herein.

CVB shall submit written requests for advanced payments for expenditures based on the schedule listed in Exhibit B for the various projects as set forth in Exhibit A. CITY shall provide payment to CVB upon approval of the request by CITY’s Finance Director or his designee. CITY shall use its best efforts to make payment to CVB within 15 days of receipt of request. Except as provided in Section 1(a) of this Agreement, CVB shall return to CITY any unused funding within sixty (60) days of reconciliation of the expenses described in Exhibit A or some other time period as mutually agreed upon in writing between CVB and CITY. Alternatively, CVB may request the approval of the City Council Liaison / CVB / Marketing Committee to retain the unused funding as part of the Fiscal Year 2026-2027 annual work plan. The approval of the Committee will require approval of the City Council.

Section 6. Independent Contractor. CVB is and shall at all times remain, as to CITY, a wholly independent Contractor. Neither CITY nor any of its agents shall have control over the conduct of CVB or any of CVB's employees, except as herein set forth. CVB shall not, at any time, or in any manner, represent that it or any of its agents or employees are in any manner agents or employees of CITY.

Section 7. Assignment. This Agreement shall not be assigned in whole or in part, by CVB without the prior written approval of the City Manager. Any attempt by CVB to so assign this Agreement or any rights, duties or obligations arising hereunder shall be void and of no effect.

Section 8. Responsible Principal(s)
(a) CVB's Responsible Principal set forth above shall be principally responsible for CVB's obligations under this Agreement and shall serve as principal liaison Docusign Envelope ID: 348BFC6C-C821-8ACD-81B3-861F7CA124DC 5 B0785-0001\3276100v2.doc
between CITY and CVB. Designation of another Responsible Principal by CVB shall not be made without prior written consent of CITY.
(b) CITY's Responsible Principal shall be the City Manager or his designee set forth above who shall administer the terms of the Agreement on behalf of CITY.

Section 9. Permits and Licenses. CVB shall obtain and maintain during the Agreement term all necessary licenses, permits and certificates required by law for the provision of services under this Agreement, including a business license.

Section 10. Interests of CVB. CVB affirms that it presently has no interest and shall not have any interest, direct or indirect, which would conflict in any manner with the performance of the Scope of Work contemplated by this Agreement. No person having any such interest shall be employed by or be associated with CVB.

Section 11. Insurance.
(a) CVB shall at all times during the term of this Agreement carry, maintain, and keep in full force and effect, insurance as follows:
(1) A policy or policies of Comprehensive General Liability Insurance, with minimum limits of Two Million Dollars ($2,000,000) for each occurrence, combined single limit, against any personal injury, death, loss or damage resulting from the wrongful or negligent acts by CVB.
(i) If CONTRACTOR will be supplying alcoholic beverages, the General Liability Insurance shall include host liquor liability coverage with minimum limits of One Million Dollars ($1,000,000).
(ii) If CONTRACTOR is using a caterer or other vendor to supply alcohol that vendor must have liquor liability coverage with minimum limits of One Million Dollars ($1,000,000).
(iii) If CONTRACTOR intends to sell alcohol either the
CONTRACTOR or vendor providing the alcohol for sale must have a valid liquor sales license and liquor liability insurance covering the sale of alcohol with minimum limits of One Million Dollars ($1,000,000).
(2) A policy or policies of Comprehensive Vehicle Liability Insurance covering personal injury and property damage, with minimum limits of One Million Dollars ($1,000,000) per occurrence combined single limit, covering any vehicle utilized by CVB in performing the Scope of Work required by this Agreement. (3) Workers’ compensation insurance as required by the State of California.
(4) A policy or policies of Professional Liability Insurance (errors and omissions) with minimum limits of One Million Dollars ($1,000,000) per claim and in the aggregate. Any deductibles or self-insured retentions attached to such policy or policies must be declared to and be approved by CITY. Further, CONTRACTOR agrees to maintain in full force Docusign Envelope ID: 348BFC6C-C821-8ACD-81B3-861F7CA124DC 6 B0785-0001\3276100v2.doc
and effect such insurance for one year after performance of work under this Agreement is completed.
(b) CVB shall require each of its sub-contractors to maintain insurance coverage which meets all of the requirements of this Agreement. (c) The policy or policies required by this Agreement shall be issued by an insurer admitted in the State of California and with a rating of at least a A+;VII in the latest edition of Best’s Insurance Guide.
(d) CVB agrees that if it does not keep the aforesaid insurance in full force and effect CITY may either immediately terminate this Agreement or, if insurance is available at a reasonable cost, CITY may take out the necessary insurance and pay, at CVB’s expense, the premium thereon.
(e) At all times during the term of this Agreement, CVB shall maintain on file with CITY’s Risk Manager a certificate or certificates of insurance on the form set forth in Exhibit C, attached hereto and incorporated herein, showing that the aforesaid policies are in effect in required amounts. CVB shall, prior to commencement of work under this Agreement, file with the CITY’s Risk Manager such certificate or certificates. The general liability insurance shall contain an endorsement naming CITY as an additional insured.
(f) CVB shall provide CITY with thirty (30) days prior written notice if the policies required under this Agreement will be canceled or reduced. All of the policies required under this Agreement shall state that the coverage contained in the policies affords insurance pursuant to the terms and conditions as set forth in this Agreement. (g) The insurance provided by CVB shall be primary to any coverage available to CITY. The policies of insurance required by this Agreement shall include provisions for waiver of subrogation.
(h) Any deductibles or self-insured retentions must be declared to and approved by CITY. At the option of CITY, CVB shall either reduce or eliminate the deductibles or self-insured retentions with respect to CITY, or CVB shall procure a bond guaranteeing payment of losses and expenses.
(i) The insurance coverage amounts required under the Agreement do not limit CITY’s right to recover against CVB and its insurance carriers.

Section 12. Indemnification.
(a) CVB agrees to indemnify, hold harmless and defend CITY, City Council and each member thereof, and every officer, employee and agent of CITY, from any claim, liability or financial loss (including, without limitation, attorney’s fees and costs) arising from any intentional, reckless, negligent, or otherwise wrongful acts, errors or omissions of CVB or any person employed by CVB in the performance of this Agreement.
(b) All duties of CVB under this section shall survive termination or expiration of the Agreement.

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Section 13. Termination.
(a) Upon ninety (90) days written notice to CVB, this Agreement may be terminated by CITY, with or without cause, only by a majority vote of the City Council. In the event of such termination, CITY shall pay CVB for all costs and obligations reasonably incurred by CVB for CVB activities in performing its services under this Agreement prior to the date CVB was notified of such termination and such payment shall be in full satisfaction of CITY's obligations hereunder. CITY shall not be obligated to pay additional funds after issuance or receipt of such notice.
(b) In the event of termination or cancellation of this Agreement by CITY, due to no fault or failure of performance by CVB, CVB shall be paid based on the percentage of work satisfactorily performed at the time of termination. In no event shall CVB be entitled to receive more than the amount that would be paid to CVB for the full performance of the services required by this Agreement. CVB shall have no other claim against CITY by reason of such termination, including any claim for compensation.

Section 14. CITY's Responsibility. CITY shall provide CVB with all pertinent data, documents, and other requested information as is available for the proper performance of CVB's Scope of Work.

Section 15. Reports.
(a) CVB shall submit a quarterly report (4 reports each fiscal year) to CITY in a form acceptable to the City Manager or his designee including. The reports shall include, without limitation, information on overall project management and achievement of action items in relation to the Scope of Work as set forth in Attachment 1 to Exhibit A, including the percentage of the amount of budget used and accomplishments achieved in the quarter and/or action items completed and defined measurements of goal achievement for the Funding Period. CVB shall use its best efforts to develop a process to obtain data and metrics for the Program and provide detailed information regarding CITY’s return-on-investment to CITY. The City Manager and/or his designee and CVB shall mutually agree in writing on what metric information shall be gathered and provided to CITY to gauge the success of the programs identified in Attachment 1 to Exhibit A.
(b) CVB shall also supply CITY with an Audited Annual Financial report prepared by a Certified Public Accountant for the Funding Period. Such report shall provide consolidated financial reporting for CVB as a whole, and separately detailed accounts for each program funded by CITY. The report shall be due within six months of the end of CVB's 2026- 2027 fiscal year. At CITY’s sole discretion, consolidated annual accounts may be substituted for full audited accounts.
(c) With reasonable notice from CITY, CVB shall provide to CITY copies of any and all work product, documents reports, property and books produced by CVB in fulfillment of this Agreement (“Documents”). This shall be solely for the purpose of confirming and evaluating the execution of the programs described in this Agreement and shall not include records and documents unrelated to the execution of such programs (e.g., personnel records). CVB’s obligation to maintain such Documents shall continue for three years after the termination of this Agreement. This provision shall survive the termination of this Agreement.

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(d) CVB shall establish and maintain an accounting system in accordance with generally accepted accounting principles and standards. The system shall detail all costs chargeable to CITY under this Agreement and shall substantiate all such costs and comply with any applicable State and Federal standards.
(e) CVB shall endeavor to develop, in consultation with CITY, a programbased budget for all CITY-funded programs. Implementation of a program-based budget is not intended to affect the requirements outlined in paragraph (b) of this Section relating to generally accepted accounting principles.
(f) CITY shall have the right to request and perform a full audit of any and all activities undertaken by CVB that is funded by CITY. CVB shall fully comply with any request made by CITY selected auditor including, but not limited to, producing records and reports; providing information on business practices; and updating business practices, record keeping, reporting data, etc. as requested by CITY to comply with the audit findings. (g) CVB shall submit an annual report to CITY, as mutually agreed upon between CITY and CVB in writing that shows a measurement of the impact and metrics of the funding given to CVB by CITY on tourism. This shall include return-on-investment information.

CVB and CITY shall collaboratively identify agencies for a comparison report to determine if CITY is retaining its market share of tourism for the area if such information is publicly available.

Section 16. Policies. CVB shall maintain the policies outlined in Exhibit D, attached hereto and incorporated herein. CVB shall provide CITY with copies of all adopted or amended policies by CVB Board of Directors within thirty (30) days of such action. CITY may provide input on the creation of, or make recommendations for amendments to, the policies listed in Exhibit D prior to the adoption of the policies by CVB Board.

Section 17. Attendance at CVB Meetings. CVB shall notify CITY of the date and time for any and all CVB Board of Directors meetings as soon as possible, but no less than ten (10) calendar days’ notice prior to the meeting. The City Manager and/or his designee(s) may attend the meeting. CVB shall share the agenda with CITY at the same time notice of the agenda items is provided to CVB Board of Directors, which shall be no less than twenty-four (24) hours prior to the meeting.

Section 18. Members of CVB Board Finance Committee. The City Manager shall designate one (1) CITY staff member to be a member of CVB Board Finance Committee.

Section 19. Records Retention and Examination. CVB shall retain, protect, and maintain in an accessible location all records and documents, including paper, electronic, and computer records, with respect to all matters covered under this Agreement for five (5) years after receipt of final payment by CITY under the Agreement. CVB shall make all such records and documents available for inspection, copying, or other reproductions, and auditing by authorized representatives of CITY, including the City Manager or designee, free of charge. CVB shall make available all requested data and records at reasonable locations within the County of Los Angeles at any time during normal business hours, and as often as CITY deems necessary. If records are not made available within the County of Los Angeles, CVB shall pay CITY’s travel, hotel, and meal costs to the location where the records are maintained. CVB must include this provision in all subcontracts made in connection with this Agreement. This provision shall survive the termination of the Agreement.

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Section 20. Nondiscrimination by CVB. In the performance of this Agreement, CVB assures that no person shall, on the basis of race, color, religious creed, sex, gender, gender identity, gender expression, marital status, national origin, ancestry, age, physical disability, mental disability, medical condition, genetic information, sexual orientation or other basis prohibited by law, be excluded from participation in, be denied the benefits of, or be otherwise subjected to discrimination under this Agreement or under any project, program or activity supported by the Agreement, as required by Title VI of the Civil Rights Act of 1964, as amended, the Civil Rights Restoration Act of 1987, and Federal Executive Order 12898 (Federal Actions to Address Environmental Justice in Minority Populations and Low-Income Populations). CVB shall not discriminate against any employee, subcontractor, or applicant for employment because of race, color, religious creed, sex, gender, gender identity, gender expression, marital status, national origin, ancestry, age, physical disability, mental disability, medical condition, genetic information, sexual orientation or other basis prohibited by law, and shall take affirmative action to ensure that subcontractors and applicants are employed, and that employees are treated during employment, without regard to their race, color, religious creed, sex, gender, gender identity, gender expression, marital status, national origin, ancestry, age, physical disability, mental disability, medical condition, genetic information or sexual orientation.

Section 21. Notice.
(a) Any notices, bills, invoices, etc. required by this Agreement shall be deemed received on (a) the day of delivery if delivered by hand during the receiving party's regular business hours or by facsimile before or during the receiving party's regular business hours; or (b) on the second business day following deposit in the United States mail, postage prepaid to the addresses set forth above, or to such other addresses as the parties may, from time to time, designate in writing pursuant to this section.
(b) Whenever it shall be necessary for any party to serve notice on another respecting this Agreement, such notice shall be served by certified mail addressed to the City Clerk of the City of Beverly Hills, 455 North Rexford Drive, Beverly Hills, California 90210; or to Beverly Hills Conference and Visitors Bureau, 9400 Santa Monica Blvd., Beverly Hills, California 90210, unless and until a different address may be furnished in writing by any party, and such notice shall be deemed to have been served within seventy-two (72) hours after the same has been deposited in the United States Post Office by certified mail. This shall be valid and sufficient service of notice for all purposes.

Section 22. Attorney's Fees. In the event that either party commences any legal action or proceeding to enforce or interpret the provisions of this Agreement, the prevailing party in such action shall be entitled to reasonable attorney's fees, costs and necessary disbursements, in addition to such other relief as may be sought and awarded.

Section 23. Entire Agreement. This Agreement represents the entire integrated agreement between CITY and CVB, and supersedes all prior negotiations, representations or agreements, either written or oral. This Agreement may be amended only by a written instrument signed by both CITY and CVB.

Section 24. Exhibits; Precedence. All documents referenced as exhibits in this Agreement are hereby incorporated in this Agreement. In the event of any material discrepancy between the express or implied subject matters of this Agreement and the provisions of any document incorporated herein by reference, the provisions of this Agreement shall prevail.

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Section 25. Governing Law. The interpretation and implementation of this Agreement shall be governed by the domestic law of the State of California.

Section 26. CITY Not Obligated to Third Parties. CITY shall not be obligated or liable under this Agreement to any party other than CVB.

Section 27. Severability. Invalidation of any provision contained herein or the application thereof to any person or entity by judgment or court order shall in no way affect any of the other covenants, conditions, restrictions, or provisions hereof, or the application thereof to any other person or entity, and the same shall remain in full force and effect.

IN WITNESS WHEREOF, the parties hereto have executed this Agreement the ____ day of ____________________ 2026, at Beverly Hills, California.

CITY OF BEVERLY HILLS
a Municipal Corporation
CRAIG A. CORMAN
Mayor of the City of Beverly Hills, California
ATTEST:
(SEAL)

HUMA AHMED
City Clerk

BEVERLY HILLS CONFERENCE AND

VISITORS BUREAU

JULIE WAGNER
CEO

SAM JAGGER
Chair
[Signatures continue]
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APPROVED AS TO FORM: APPROVED AS TO CONTENT:

LAURENCE S. WIENER RYAN GOHLICH
City Attorney City Manager

MAGDALENA DAVIS
Community Outreach Manager

SHARON L’HEUREUX DRESSEL
Risk Manager

ANTHONY RODSTEIN
Purchasing Services Manager
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EXHIBIT A

SCOPE OF WORK
CVB shall perform the services described in this Exhibit A, attached hereto and incorporated herein. This shall include:

Categories of Work
The main categories of work that the CVB focuses on are:

1. Marketing, which includes sales missions and destination programs

2. Domestic public relations, which in addition to a PR firm, includes media missions

3. Meetings, Incentives, Conferences, and Exhibitions (MICE), focusing on events that target meeting and incentive planners, Milken support and other prestige partners to attract group sales

4. International Marketing, including PR and programs in the largest markets for Beverly Hills: the Middle East, United Kingdom, Australia, and Mexico

5. Digital and Interactive programs, which include social media and website

6. Metrics and Data, such as geotracking, travel research, and partnerships with Visa FY 2026/27 Work Plan Highlights
With no changes to the main categories of work, the following are highlights of the FY 26/27 work plan:
 Route 66 Centennial activities
 Spring/Summer 2026 Soccer Campaign: Travel Like a Champion o Including Beverly Hills Football Club limited edition merchandise  Fall 2026 Visit California Global Leveraged Media Co-op  Fall 2026 Destination Marketing: A World Away from Greater LA  Holiday 2026 Campaign: Celebrate Together in Beverly Hills  Spring 2027 Destination Marketing: The Real Hotels of Beverly Hills  Social Media and Domestic PR Initiatives
o Golden Globes “Golden Week”
o Street Style
o Any immediate backend website needs would be from this Domestic Marketing category of work
 Travel Trade
o Group Sales activities including familiarization (FAM) trips, meeting planning road and trade shows
o Leisure Sales activities will not be a focus but still include partnership opportunities with Visit CA, outreach to Middle East and Australia agents  International PR/Leisure to the UK, Mexico, Australia and Middle East A full scope of work was approved by City Council at the June 23, 2026, Study Session meeting.

Funding shall cover operating and marketing expense forecast for the twelve-month period of this agreement and expenses including, but not limited to:
 Salaries, taxes and benefits;
 Rent and utilities; and
 Marketing initiatives targeted to domestic and international consumers and trade.

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CVB may reallocate funding for initiatives as described in Section 1. CVB's Scope of Work for the activities outlined by category in Exhibit B, attached hereto and incorporated herein.

Program Metrics
CVB shall use its best efforts to develop a process to obtain data and metrics for the programs outlined to the City Council at the June 23, 2026, City Council meeting. The CVB shall provide detailed information regarding CITY’s return-on-investment to CITY. CVB shall coordinate such information with the City Manager, CITY’s Community Outreach Manager, and/or the City Manager’s designee. The information contained in the report as well as the design shall be mutually agreed upon in writing by CVB and CITY prior to the final report being produced.

Programming
Where applicable, CVB shall provide designs to CITY for all CITY advertising, graphics, collateral, merchandise, etc. with enough time to provide feedback and request a redesign. Any costs of a redesign shall be borne by CVB. CVB shall not produce, fabricate, manufacture, or distribute advertising or merchandise without prior CITY approval.

Quarterly Meetings
CVB shall coordinate four (4) quarterly meetings with the Beverly Hills City Council Liaisons CVB / Marketing Committee with the City Manager, Community Outreach Manager, or the City Manager’s designee. The primary purpose of the meetings will be to review CVB’s work plan accomplishments year to date and upcoming CVB proposed work plan items.

Docusign Envelope ID: 348BFC6C-C821-8ACD-81B3-861F7CA124DC 14 B0785-0001\3276100v2.doc

EXHIBIT B

SCHEDULE OF PAYMENT AND RATES
CITY shall compensate CVB for the satisfactory performance of the work described in this Agreement, or as mutually agreed upon in writing prior to performing the services described in the Agreement, in an amount not to exceed Four Million Six Hundred Sixty-Eight Thousand Seventy Dollars ($4,668,070.00). Funding received by CVB from CITY shall be spent as shown below. Any reallocation of funding between items, or for items not listed in the appendix, shall comply with the requirements listed in Section 1. CVB’s Scope of Work of this Agreement.

Description
26/27
Approved
Budget Budget Description
Domestic Marketing $1,322,500 Increase in destination marketing and MICE.

International Marketing $387,500 Reduction in travel trade shows.

Interactive $357,025 No need for a photo shoot this year.

Collateral $24,500 Additional collateral for MICE.

Research $83,000
Additional funds for forecast as it is no longer
available through our STR/CoStar subscription.

Special Programs $50,000
Operations, including Salaries,
Taxes & Benefits $2,433,957
Reduction in staff due to shift away from leisure
sales. Fixed cost inflation.

Visitor Center $10,000 Reduction in collateral budget.

Total Budget $4,668,070
Salaries Taxes and Benefits
Only $1,860,611
Remove Director and replace with Manager;
COLA and two promotions.

CITY authorized interim funding for the CVB for the months of July and August due to the timing of this agreement approval by City Council in the amount of Eight Hundred Twenty Thousand, Four Hundred Eighty-Seven Dollars ($820,487) for programs, salaries, taxes and benefits. This amount is part of the total funding for FY26-27 and was paid on July 10, 2026, prior to the approval of this agreement. It does not appear in the funding table below.

CVB shall submit a statement to CITY for services as outlined in Exhibit A, which shall include documentation setting forth in detail a description of the services to be performed. CITY shall pay CVB in accordance with the Payment Schedule below:

Docusign Envelope ID: 348BFC6C-C821-8ACD-81B3-861F7CA124DC 15 B0785-0001\3276100v2.doc
Funding Period (July 1, 2026 – June 30, 2027)
CVB Remits
Invoice to CITY
CITY Issues
Payment to CVB Period Covered Payment Amount
August 6, 2026 August 20, 2026 September 1 – September
30 $384,758.00
September 3, 2026 September 17, 2026 October 1 – December 31 $1,154,275.00 December 3, 2026 December 17, 2026 January – March 31 $1,154,275.00 March 4, 2027 March 18, 2027 April 1 – June 30 $1,154,275.00 Total $4,668,070
Should TOT revenue be estimated by CITY’s Finance Director or his designee at a level different than what is adopted in CITY’s Fiscal Year 2026-2027 budget, and CITY needs to adjust the amount of the payment listed in the table above for a particular Period, then CITY shall meet with CVB to discuss potential adjustments of CVB’s Fiscal Year 2026-2027 Work Plan.

This adjustment of payment may occur with forty-five (45) days’ notice from CITY to CVB after a discussion occurs between CVB’s Chief Executive Officer and the City Manager or his designee in order for an informed decision regarding work plan impacts, and/or at the direction of City Council Liaisons at the required quarterly meeting. The discussion shall occur within a reasonable timeframe of the request being made by CITY to CVB.

Docusign Envelope ID: 348BFC6C-C821-8ACD-81B3-861F7CA124DC Certificate Of Completion
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455 N. Rexford Drive
Beverly Hills, CA 90210
[email protected]
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Attachment 2
Revised Budget
City Council Meeting
July 21, 2026
FY 2026/27 Program of Work – from June meetings
Description
26/27 Proposed
Budget 25/26 Budget 24/25 Budget Variance Budget Description Domestic Marketing $1,322,500 $1,192,600 $1,483,300 11% Increase in destination marketing
and MICE.

International Marketing $387,500 $498,000 $616,100 -22% Reduction in travel trade shows.

Interactive $357,025 $392,460 $475,145 -9%
No need for a photo shoot this
year. See below for additional ask.

Collateral $24,500 $22,000 $24,640 11% Additional collateral for MICE.

Research $83,000 $76,000 $74,152 9%
Additional funds for forecast as it is
no longer available through our
STR/CoStar subscription.

Special Programs $50,000 $50,000 $50,000 0%
Operations, including Salaries,
Taxes & Benefits $2,433,957 $2,417,921 $2,239,554 1%
Reduction in staff due to shift away
from leisure sales. Fixed cost
inflation.

Visitor Center $10,000 $17,500 $25,000 -43% Reduction in collateral budget.

Total Budget $4,668,070 $4,666,481 $4,987,891 0% Flat from FY 25/26 Salaries Taxes and Benefits
Only $1,860,611 $1,854,374 $1,685,058 0%
Remove Director and replace with
Manager; COLA and two
promotions.

Website* $200,000
$60,000 from the city and $140,00
Carryover from FY 25/26
*One time ask from the city plus unused funds from FY 25/26 – will revisit with Liaisons in August
SUMMARY FY 2026/27 – Changes are in italics
Description
26/27 Proposed
Budget 25/26 Budget 24/25 Budget Variance Budget Description Domestic Marketing $1,330,570 $1,192,600 $1,483,300 12% Increase in destination marketing
and MICE.

International Marketing $393,800 $498,000 $616,100 -21% Reduction in travel trade shows.

Interactive $356,775 $392,460 $475,145 -9%
No need for a photo shoot this
year. See below for additional ask.

Collateral $24,500 $22,000 $24,640 11% Additional collateral for MICE.

Research $83,000 $71,000 $74,152 17%
Additional funds for forecast as it is
no longer available through our
STR/CoStar subscription.

Special Programs $45,000 $50,000 $50,000 -10%
Operations, including Salaries,
Taxes & Benefits $2,424,425 $2,420,020 $2,239,554 0%
Reduction in staff due to shift away
from leisure sales. Fixed cost
inflation.

Visitor Center $10,000 $17,500 $25,000 -43% Reduction in collateral budget.

Total Budget $4,668,070 $4,663,580 $4,987,891 0% Flat from FY 25/26 Salaries Taxes and Benefits
Only $1,855,124 $1,816,355 $1,685,058 2%
Remove Director and replace with
Manager; COLA and two
promotions.

FY 2026/27 Program of Work – Revised for Agreement
Attachment 3

STAFF REPORT
Meeting Date: June 23, 2026
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Subject: Recommendation of the City Council Liaison / CVB/Marketing Committee for Fiscal Year 2026-2027 Workplan and Funding Requests for the Beverly Hills Conference and Visitors Bureau (CVB)
Attachments: 1. Beverly Hills Conference and Visitors Bureau Workplan Presentation FY 26/27

2. Appendix to Workplan, including full budget details

3. City Council Liaison / CVB/Marketing Committee Meeting Report from June 16, 2026 (without attachments)

INTRODUCTION
This report presents a recommendation of the Beverly Hills City Council Liaison / CVB/Marketing Committee of Mayor Corman and Vice Mayor Wells of the Beverly Hills Conference and Visitor Bureau (CVB) proposed programs and initiatives, known as their annual workplan, for Fiscal Year 2026-2027 (FY 26/27), for $4,668,070.

Additionally, due to timing, interim funding for July and August of 2026 is required, through an amendment to the current agreement, under the authority of the City Manager, after Council approval.

An overview of the workplan and budget can be found in Attachment 1, with a full detailed review of current work, and full budget details for next fiscal year, in Attachment 2 appendix.

DISCUSSION
The CVB is contracted by the City to conduct a variety of tourism and marketing programs promoting Beverly Hills. They receive City funding to promote Beverly Hills worldwide and domestically as a stay, shop, and dine destination through marketing programs and events that build awareness and drive consumer revenue to the City. To form their workplan, CVB staff works with their strategic planning committee of select Board Members, before reviewing it with the Board as a whole.

The CVB promotes Beverly Hills domestic and international as a stay, shop, and dine destination through categories of work including marketing programs, press, travel trade, Meeting Date: June 23, 2026

consumer and professional education, and events that build awareness to drive consumer revenue to the City. The Board has prioritized group sales for the upcoming year.

The CVB/Marketing Committee of Mayor Corman and Vice Mayor Wells reviewed and recommended the CVB’s annual work plan and funding request in the amount $4,668,070 for FY 26/27, from the Tourism and Marketing budget, funded by Tourism Occupancy Tax (TOT). They also recommended the interim funding move forward for approval. However, they did not recommend moving forward the utilization in unspent funds approximating $140,000 towards a backend website update, as it is nearing its end of life. Instead, they recommended not moving forward with the whitepaper of the “Role of AI in Luxury”, and to move around funding within domestic marketing to make any immediate necessary updates, while looking at the CVB website as part of a larger picture. Their website could be looked at as part of tourism consumer updates in general, such as integrating with an app or kiosk update, as suggested by Mayor Corman, or as part of a greater look at the brand of Beverly Hills overall, as an economic driver, of which the CVB is an essential component. Both Liaisons agreed to have the website component of the workplan rereviewed in August by the Liaisons, after the CVB has closed their books on the current fiscal year and will have accurate accounting available, and with more potential updates on larger integration by then from the City side.

The Liaisons maintained the position of Council last year that carrying forward budget towards general program or salary uses was not recommended.

SWOT Analysis
The CVB’s “SWOT” analysis (strengths, weaknesses, opportunities and treats) can be found in Attachment 1. Some highlights include economic challenges, like other area hotels utilizing the Beverly Hills name, competitive parity with competitors, and other destination marketing CVBs creating luxury initiatives, which compete with the Beverly Hills brand and messaging. There are some additional international challenges, such as continuing conflicts in the Middle East, US isolationism, media coverage of unfavorable experiences at the border, and Visa wait times with some locations exceeding 6-12 months for visitor visas.

The Beverly Hills strengths include retaining the global luxury brand recognition, safety, a high ADR and REVPAR, ongoing investment and development and seasoned hoteliers and business owners. All of the strengths, weaknesses and threats contribute to the opportunities: a next-generation website, marketing to ensure Beverly Hills remain relevant to the next generation of luxury consumers, education regarding hotels in the City, and growing the demand for groups. These opportunities have informed the specifics within the main categories of work for the CVB.

Categories of Work
The main categories of work that the CVB focuses on are:

1. Marketing, which includes sales missions and destination programs

2. Domestic public relations, which in addition to a PR firm, includes media missions

3. Meetings, Incentives, Conferences, and Exhibitions (MICE), focusing on events that target meeting and incentive planners, Milken support and other prestige partners to attract group sales

4. International Marketing, including PR and programs in the largest markets for Beverly Hills: the Middle East, United Kingdom, Australia, and Mexico

5. Digital and Interactive programs, which include social media and website

6. Metrics and Data, such as geotracking, travel research, and partnerships with Visa
Meeting Date: June 23, 2026

All of the above categories of work were recommended to be continued, however for FY 2026/27, the Board has determined that emphasis should be placed on direct-to-consumer marketing and group sales. The hotels have also stated that they would like BHCVB to pause most leisure sales activities for the foreseeable future. The bulk of BHCVB’s marketing budget will go to destination marketing, group sales, and US and international PR. Currently, destination marketing in the domestic line item would accommodate any website needs before reviewing in a few months.

Based on the TOT forecast remaining relatively flat, the CVB has proposed a flat budget to their base workplan from previous years for a total of $4,668,070. They will return to the Liaisons, if Council confirms, after their books close in August for any unspent funding direction.

FY 2026/27 Work Plan Highlights
With no changes to the main categories of work, the following are highlights of the FY 26/27 work plan:
• Route 66 Centennial activities
• Spring/Summer 2026 Soccer Campaign: Travel Like a Champion o Including Beverly Hills Football Club limited edition merchandise • Fall 2026 Visit California Global Leveraged Media Co-op • Fall 2026 Destination Marketing: A World Away from Greater LA • Holiday 2026 Campaign: Celebrate Together in Beverly Hills • Spring 2027 Destination Marketing: The Real Hotels of Beverly Hills • Social Media and Domestic PR Initiatives
o Golden Globes “Golden Week”
o Street Style
o Any immediate backend website needs would be from this Domestic Marketing category of work
• Travel Trade
o Group Sales activities including familiarization (FAM) trips, meeting planning road and trade shows
o Leisure Sales activities will not be a focus but still include partnership opportunities with Visit CA, outreach to Middle East and Australia agents • International PR/Leisure to the UK, Mexico, Australia and Middle East Approval Thresholds
The Liaisons did not recommend moving forward the CVB and their Board request to how approvals are sought when reallocating funds, which would have eliminated the City Manager level of approval. The Liaisons supported the current model, where the CVB may move funding up to $25,000 administratively, with $25,001 to $50,000 requiring City Manager approval, $50,001 to $100,000 requiring Liaison Committee review and approval, and over $100,000 requiring full City Council review and approval. Liaisons did agree that language to the agreement be added that the City Manager, or their delegate, such as the Assistant or Deputy City Manager, could approve in their stead, for efficiency.

Council is requested to approve this language update, leaving the thresholds the same.

FISCAL IMPACT
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 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.

Meeting Date: June 23, 2026

To carry out the proposed work plan for FY 26/27, the CVB requests $4,668,070 in Tourism and Marketing funding, as further detailed in Attachment 1 and shown below. The CVB is also requesting use unspent funds for the one-time website update. The following executive summary table from Attachment 1 gives the budget breakdown of each category of the workplan, has 2 breakout sections at the bottom for salaries and the one-time use of unspent funds, as well as the comparison to funding the years prior (table appears below the page break):

Description24/25
Budget
25/26
Budget
26/27
Proposed
Budget
Variance
from
25/56 Budget Description
Domestic
Marketing $1,483,300 $1,192,600 $1,322,500 11%
Increase in destination
marketing and MICE.

International
Marketing $616,100 $498,000 $387,500 -22%
Reduction in travel trade
shows.

Interactive $475,145 $392,460 $357,025 -9%
No need for a photoshoot this
year.

Collateral $24,640 $22,000 $24,500 11% Additional collateral for MICE.

Research $74,152 $76,000 $83,000 9%
Additional funds for forecast as
it is no longer available
through our STR/CoStar
subscription.

Special
Programs $50,000 $50,000 $50,000 0%
Operations,
including
Salaries,
Taxes &
Benefits $2,239,554 $2,417,921 $2,433,957 1%
Reduction in staff due to shift
away from leisure sales. Fixed
cost inflation.

Visitor
Center $25,000 $17,500 $10,000 -43% Reduction in collateral budget.

Total
Budget $4,987,891 $4,666,481 $4,668,070 0% Flat from FY 25/26 Salaries
Taxes and
Benefits
Only $1,685,058 $1,854,374 $1,860,611 0%
Remove Director and replace
with Manager; COLA and two
promotions.

The Finance Department is currently forecasting TOT revenue of $46,719,000 for FY 26/27, a marginal increase from $46,000,000 for the current FY 25/26. Using the $46,719,000 estimate for TOT, the one-seventh amount would be approximately $6,674,000. Staff anticipates this funding would be allocated for various programs and partner agreements including the request from the CVB workplan, but also the RDC base funding workplan, a portion of the Chamber of Commerce workplan, Holiday décor and the Holiday Lighting Celebration on Rodeo Drive, the Concours d’Elegance Father’s Day Meeting Date: June 23, 2026

Car Show, landscaping funding, and trademark licensing intellectual property legal services.

This funding that is approximated above does not include either the true-up of any funds that were actual, as opposed to forecasted, from the current fiscal year.

Every effort is made by City staff to schedule a workplan review by Liaisons and then Council in a timely manner, however due to the timing of this years’ review, interim funding is required to keep the CVB operating while the agreement is approved and signed. For July and August 2026, the amount needed for interim funding is $820,487. This includes both programming costs and fixed costs for salaries, rent, etc. The interim funding would be made through an amendment to the current agreement, under the City Manager’s authority, following Council approval. Liaisons recommended Council approve this interim funding.

RECOMMENDATION
Staff recommends City Council approve the Beverly Hills Conference and Visitors Bureau’s proposed annual work plan and corresponding funding request in the amount of $4,668,070 for FY 26/27, with an interim funding approval for July and August 2026.

Keith Sterling,
Deputy City Manager
Approved By