STAFF REPORT
Meeting Date: October 20, 2026
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Subject: Recommendation of City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee for Request for City Partnership for New Events and Programming of Golden Globes Golden Week 2027
Attachments: 1. Proposal for Golden Globes Golden Week 2027
2. Liaison Report from October 6, 2026 (without attachments)
INTRODUCTION
City Council is requested to review the events and programming for a proposal from Penske Media Corporation (PMC) for Golden Globes Golden Week 2027, an expanded partnership with the City of Beverly Hills and its partners leading up to the awards show.
City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee of Mayor Corman and Vice Mayor Wells (Liaisons) provided recommendations for the events and programming, street-pole banners, City Hall kickoff with Mayor and Council, and the associated budget request.
DISCUSSION
Each year since 1961 the Golden Globes has been held at the Beverly Hilton hotel in Beverly Hills, and in recent years has expanded to include additional events adjacent to the awards show itself. Surrounding events, such as the First-time Nominee Luncheon and Golden Eve special, and the actual awards show itself, take place in Beverly Hills, bringing significant media attention, and an economic lift, the first week of January annually.
PMC has proposed a formalized partnership with the City and its partners including the Conference and Visitors Bureau (CVB), Chamber of Commerce (Chamber) and Rodeo Drive Committee (RDC), as part of this expansion, while maintaining all of the previous partnership elements of the awards show, such as red-carpet access for the City, CVB, and School District (BHUSD).
This expansion of programming has been formalized into a weeklong series of events dubbed “Golden Globes Golden Week” and for 2027, will run from January 4-10, with BEVERL
HILLS
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Meeting Date: October 20, 2026
many events in Beverly Hills (Attachment 1). Overall, the stated goal from PMC of expanding this week has been direct, targeted economic impact for dining and retail spaces and significantly heightened visibility, in media and overall, for Beverly Hills as a whole.
PMC undertook a roadshow of proposal meetings throughout the summer, requesting partnership from the various City business partners, as well as City staff, in order to confirm an initial slate of expanded events for 2027. The newly proposed elements were noted during the Liaison meeting to be a jumping off point, and that PMC would continue to work with its wide variety of brands in future to bring even more to the City, in future years.
To highlight this goal of expanded economic and media impact, a kickoff of the proposed City partnership would take place at Beverly Hills City Hall, by lighting up the iconic landmark in gold, with Golden Globes featuring this event prominently across all platforms by press, on January 4. This photocall event with City Council will underscore the new Golden Globes Golden Week.
In addition to this kickoff photo call, the Golden Globes Golden Week requests 32 street pole banners starting on January 4. These banners are proposed to be hung adjacent to the Beverly Hilton and Waldorf Astoria hotels, as well as Rodeo Drive, cobranded with the City and RDC logos. (As per City banner policy, the City logo must be present on banners.
Previous examples of annual partnership banners include the Milken and CAIS conferences through the CVB, and Nowruz banners with the Farhang Foundation.) Past Partnership with the Golden Globes
Past partnership components between the Golden Globes, City of Beverly Hills and our City partners from 2026 are proposed to be continued in 2027, and include:
• Existing events in Beverly Hills, including the First-time Nominee Luncheon (at the Maybourne Hotel January 6), and Golden Eve, a CBS televised special (at the Beverly Hilton, date TBD)
• Red Carpet Rollout including Mayor participation in rollout and photo opportunity with Golden Globes President Helen Hoehne (January 7, during Golden Globes Golden Week)
• Beverly Hills Conference & Visitors Bureau camera crew in attendance for Nominations Press Conference and Plate Up Media Preview Day (December) • Opportunity for Beverly Hills High School students to conduct interviews, pressjunket style, with Golden Globes staff and crew about their roles for the show (leading up to and on show day, January 10)
• Show day Media Access (January 10):
o Press credentials for City BHTV, three Beverly Hills Conference & Visitors Bureau staff, eight Beverly Hills High School students, and two student chaperones
o Opportunity for the above group to be escorted down the carpet prior to its opening
o One position on the red carpet ENG interview line for BHCVB camera crew (with ability to rotate members of the group in/out of position) o Access to media room for those in the group not on the red carpet It should be noted that for the above past partnerships, the CVB Board voted to devote $25,000 of their special projects budget to the Globes, and it is currently a part of the approved CVB workplan to do so for next year. This is similar to the other two largest groups that work with the CVB, the Milken Conference and CAIS Conference. In addition, Meeting Date: October 20, 2026
the Globes and BHPD have had a different partnership with BHUSD for parking and utilizing El Rodeo as a unified command center. Additional clarification about these existing partnerships was requested by the Liaisons during their review.
New Golden Globes Golden Week Programming and Events
As PMC states in Attachment 1, expanding the programming and events footprint in Beverly Hills for Golden Globes Week 2027 will enable direct, targeted economic impact for dining and retail spaces, while elevated the visibility of the City, as a whole. Highlights of the new weeklong Golden Globes Golden Week events proposals in Beverly Hills program proposed by PMC and their various brands include:
Proposal Goal
Inaugural Golden Globes Restaurant
Week, in partnership with Beverly Hills
Chamber of Commerce and amplification
across Golden Globes platforms and
Eater
Eater is the nation’s premier dining
platform, visited by 470K users daily (with
1 of 2 users dining out each week)
• Promote local dining and culinary
experiences
• Expand community engagement
opportunities for residents
Women’s Wear Daily Rodeo Drive Cocktail
Party
Various events in partnership with RDC
and their luxury brand members
• Expand partnerships and
engagement with fashion and retail
brands
• Promote local retail options and
new campaigns
• Increase community engagement
opportunities for residents through
public-centered activations
• Highlight Rodeo Drive as the
destination for awards season
Women’s Wear Daily “Museums of
Legends” Archival Activation at Two
Rodeo Drive, open to the public
Golden Globes x Luxury Fashion House
dinner
Golden Globes x Luxury Jewelry dinner
Inaugural SHE Media Illuminate Awards
ceremony, local hotel location TBD
SHE Media is a mission driven media
company that aims to uplift underserved
writers and publishers. The ceremony will
celebrate Hollywood voices changing the
conversation around health and wellness
• Host A-list awardees and guests
• Feature 150 attendees
• Bring talented changemakers and
purpose-driven brands together to
inspire compassion and raise
awareness for mental and physical
health issues.
Economic and Media Impact, Community Benefit
Full details of the Golden Globes direct and indirect community benefit are included in Attachment 1, and include earned media statistics including global reach for a tourism benefit, as well as economic impact. The economic impact report includes a combined $133.5 million for Beverly Hills and the wider region for Golden Globes and Golden week 2026, including 550 full-time equivalent jobs, and $16.8 million from these ancillary events (outside of the show itself).
Meeting Date: October 20, 2026
Additionally, the kickoff event and WWD Museum of Legends will be open to the public, as well as Restaurant Week being marketed to the local community, to support businesses.
Liaison Recommendation and Request for Golden Globes Golden Week Liaisons asked questions about the possibility of moving other events listed as part of Golden Globes Golden Week into Beverly Hills, including the WWD Style Awards and Gold Derby award predictions. While PMC is absolutely open to those possibilities, it would have to be for future years, as agreements for those events have been signed for this upcoming year.
The Golden Globes requests to continue the partnership with the City with the above components, and requests:
• $50,000 in direct financial contribution
o Last year’s direct financial contribution was $25,000 from the CVB’s Special Projects budget, which is confirmed for this year, so an additional $25,000 is requested from the City’s Tourism and Marketing budget, funded by TOT • Support in lighting up City Hall gold and hosting the kickoff press moment to Golden Globes Golden Week 2027
• 32 total co-branded street pole banners, an approximate $9,515 cost It should be noted that unlike permit waivers for nonprofit based events, for-profit conferences and programs have in the past received incentives and funding through the Beverly Hills Conference and Visitors Bureau, funding by the City through the Tourism and Marketing budget, which is generated by Transit Occupancy Tax (TOT).
FISCAL IMPACT
Funding is available to cover the request by the Golden Globes from a few different budgets, with the allocations detailed below:
Request Amount Budget
Direct financial
contribution
$50,000 $25,000 is accounted for in the approved
FY26/27 CVB budget
$25,000 would be authorized from the Tourism
and Marketing budget to the CVB for the
increase
Lighting up City Hall $1,600 Existing budget in Citywide Holiday Decor CIP 32 street pole banners $9,515 Existing in Policy & Management Marketing budget
Total $61,115
Total currently accounted for in FY26/27 is $25,000 from the CVB budget. The remaining funding of $11,115 would have to be allocated from existing City budgets, and a $25,000 increase to the CVB budget from Tourism and Marketing, funded by TOT, would go before Council for approval.
This request is being made by Penske Media Corporation, separately from the requests / waivers associated with the logistics of the event itself from Dick Clark Productions.
RECOMMENDATION
Meeting Date: October 20, 2026
Staff requests the City Council review and provide feedback regarding the proposed partnership for Golden Globes Golden Week 2027, the event elements, City Hall lighting, street-pole banners, and its specific budget request as described further in Attachment 1 to this report.
Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
OCTOBER 2026
3 GOLDEN GLOBES x BEVERLY HILLS
Partnership components continued from 2026:
• Prominent visibility for Mayor Corman at the Red Carpet Rollout (participation in rollout, photo opportunity with Golden Globes President Helen Hoehne) • Beverly Hills Conference & Visitors Bureau camera crew in attendance for Nominations Press Conference and Plate Up Media Preview Day
• Opportunity for Beverly Hills High School students to conduct interviews, press-junket style, with Golden Globes staff and crew about their roles for the show • Show day:
• Press credentials for three Beverly Hills Conference & Visitors Bureau staff, eight Beverly Hills High School students, and two student chaperones
• Opportunity for the above group to be escorted down the carpet prior to its opening • One position on the red carpet ENG interview line for BHCVB camera crew (with ability to rotate members of the group in/out of position)
• Access to media room for those in the group not on the red carpet 4 NEW IN BEVERLY HILLS FOR 2027
We have significantly expanded the programming and events footprint in Beverly Hills for 2027 Golden Globes Golden Week, with direct, targeted economic impact for dining and retail spaces and significantly heightened visibility for the city as a whole.
New Golden Globes Golden Week events in Beverly Hills include:
• Inaugural Golden Globes Restaurant Week, in partnership with Beverly Hills Chamber of Commerce, and with amplification across Golden Globes platforms and Eater — the nation’s premier dining platform. For context, Eater is visited by 470K users daily, with 1 of every 2 users dining out each week
• Women’s Wear Daily Rodeo Drive Cocktail Party
• Women’s Wear Daily “Museums of Legends” archival activation at 2 Rodeo Drive • Golden Globes x Luxury Fashion House dinner
• Golden Globes x Luxury Jewelry dinner
• Inaugural SHE Media Illuminate Awards ceremony
5 PROPOSED CITY HALL GOLDEN GLOBES
GOLDEN WEEK KICK-OFF PRESS EVENT
To celebrate and amplify Beverly Hills the home of the Golden Globes, we are proposing a high-visibility ceremony lighting up City Hall in gold on Monday, January 4 to mark the kickoff of Golden Globes Golden Week. This event would be prominently featured across Golden Globes platforms and would provide an additional powerful press moment focused on spotlighting the longstanding partnership between awards show and the City of Beverly Hills.
In addition to lighting up City Hall, we welcome additional Beverly Hills landmarks that can be lit in gold as part of this activation (which would be amplified as part of the City Hall ceremony media moment). We would also like to target complementary banners featuring the Golden Globes to go live on available lampposts on January 4 to further align with this Golden Globes Golden Week kickoff.
Fri (Jan 8)
Santa Monica
Style
Awards
Thurs (Jan 7)
Beverly Hills
Luxury Fashion
House Dinner
Sat (Jan 9)
Hollywood
Sun (Jan 10)
Beverly Hills
Sat (Jan 9)
Beverly Hills
x Spotify
Nominees Night Variety x CNN Red Carpet Stream
THR x Spotify Red Carpet Content
WWD Red Carpet Stream
Viewing/After Parties
TBD
Beverly Hills
Special Airs
on CBS
Mon (Jan 4) - Sat (Jan 9)
Golden Globes
Restaurant Week
Beverly Hills
Mon (Jan 4) - Tues (Jan 5)
Comedy Event
with Levity Live
Hollywood
Tues (Jan 5)
Beverly Hills
Tues (Jan 5) - Wed (Jan 6)
Museum of
Legends
Beverly Hills
Wed (Jan 6)
Beverly Hills
Thurs (Jan 7)
Beverly Hills
GOLDEN GLOBES GOLDEN WEEK 2027 All programming / dates are tentative and subject to change Rodeo Drive
Cocktail Party First-Time Nominee
Luncheon
Red Carpet Rollout
& Press Junket
Thurs (Jan 7)
West LA
LIVE Awards
Predictions
Thurs (Jan 7)
Beverly Hills
Illuminate
Awards
2 Luxury Jewelry
Dinner
EATER DEADLINE GOLDEN
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6 GOLDEN GLOBES GOLDEN WEEK &
GOLDEN GLOBES EARNED MEDIA 2026
350K+
TOTAL EARNED
PLACEMENTS
(Aug 2025 - Jan 2026)
103% Increase in
Media Placements YoY
4T+
TOTAL MEDIA
IMPRESSIONS
(Aug 2025 - Jan 2026)
$37B+ Ad Value
Equivalency
1K+
SHOW WEEK
TUNE-IN STORIES
(Jan 5 - 11)
90+
PUSH
NOTIFICATIONS
(Jan 11 - 12)
285+
BREAKING
NEWS ALERTS &
NEWSLETTERS
(Jan 11 - 12)
•
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,
7 ON-SITE & GLOBAL REACH
(AT A GLANCE)
350K+ Number of media outlets on-site from 30 countries across 6 continents 400+ Number of journalists on-site (media credentials issue) 230+ Number of publicists on-site (credentials issue)
FAST FACTS We received 482 unique media credential applications. The credentialed outlets represented more than 30 countries across 6 continents. •
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8 ECONOMIC IMPACT
CITY OF BEVERLY HILLS & LOS ANGELES REGION
• The 2026 Golden Globes broadcast show and ancillary events leading up to it generated $133.5M in economic impact for the city of Beverly Hills and Greater Los Angeles region • The 2026 Golden Globes generated $43.9M in increased employee earnings and supported approximately 550 full-time equivalent jobs — from television production crews and event staff to hotel workers, stylists, and security personnel • Collectively, 2026 Golden Globes attendees and related visitors accounted for $39.8M in economic impact, including:
• $18.1M from personal care services such as stylists, hair and makeup artists, and facialists — marking one of the busiest periods of the year for these professionals in Los Angeles • $16.4M in spending at local hotels, restaurants, and retail establishments • $5.3M generated through transportation and security services • The economic impact tied to ancillary events during Golden Globes Golden Week totaled $16.8M, delivering significant revenue to hotels, restaurants, event venues, and hospitality providers throughout Los Angeles
ii
9 ADDITIONAL EVENTS FROM 2026
DATE CATEGORY AFFILIATED BRAND(S) DESCRIPTION LOCATION
Tuesday, January 6 Golden Globes Golden Week Golden Globes Golden Eve Taping (Carol Burnett & Cecil B. DeMille Honoree Celebration Beverly Hilton (9876 Wilshire Blvd) Thursday, January 8 Pre-Event W Mag / LV W Magazine and Louis Vuitton Awards Season Dinner 410 Trousdale Place, Beverly Hills Thursday, January 8 Golden Globes Golden Week Golden Globes Red Carpet Rollout Beverly Hilton (9876 Wilshire Blvd) Thursday, January 8 Golden Globes Golden Week THR + Spotify THR x Spotify Pre-Globes Party The Lot at Formosa Friday, January 9 Golden Globes Golden Week Variety/PMC Actors on Actors: The Party Polo Lounge Friday, January 9 Golden Globes Golden Week WWD/PMC WWD Style Awards Dinner Regent Santa Monica Beach Friday, January 9 Pre-Event NBCUniversal Donna Langley and Universal Entertainment’s Celebratory Toast Mother Wolf, Los Angeles Friday, January 9 Pre-Event NEON NEON Golden Globes Celebration Sunset Tower Hotel, West Hollywood Friday, January 9 Pre-Event AFI AFI Awards Luncheon Four Seasons Los Angeles Friday, January 9 Pre-Event Hollywood Creative Alliance Astra Film Awards Sofitel Beverly Hills Friday, January 9 Pre-Event Cultured Magazine x CAA Tessa Thompson x Cultured Magazine x CAA Dukes at Sunset Tower Hotel Saturday, January 10 Pre-Event Film Independent Spirit Awards Nominee Brunch The London West Hollywood Saturday, January 10 Pre-Event AARP Movies for Grownups Awards with AARP Beverly Wilshire Saturday, January 10 Pre-Event NPR NPR Golden Globes Celebration NPR West Coast Studios Saturday, January 10 Pre-Event W Mag W Magazine’s Best Performance Issue Celebration Chateau Marmont (8221 Sunset Blvd) Saturday, January 10 Pre-Event SiriusXM SiriusXM Presents “Before the Buzz” Max & Helen’s (127 N. Larchmont Blvd) Saturday, January 10 Pre-Event Vanity Fair + Amazon MGM Vanity Fair x Amazon MGM Studios Awards Season Celebration Bar Marmont (8171 Sunset Blvd) Saturday, January 10 Pre-Event BAFTA 2026 BAFTA Tea Party Four Seasons Los Angeles Saturday, January 10 Golden Globes Golden Week Golden Globes x The Cut The Cut x Golden Globes Brunch The Edition Sunday, January 11 Golden Globes Golden Week Golden Globes Official Viewing Party Beverly Hilton (9876 Wilshire Blvd) Sunday, January 11 Golden Globes Golden Week Golden Globes Official After Party Beverly Hilton (9876 Wilshire Blvd) Sunday, January 11 Pre-Event NBCUniversal Universal Television Entertainment Viewing Party Crustacean Beverly Hills Sunday, January 11 After Party Netflix Netflix’s Golden Globes Awards Celebration Spago (176 N. Canon Drive) Sunday, January 11 After Party UTA & Brillstein Entertainment Nikki Glaser’s Golden Globes After Party Sunset Tower Hotel, West Hollywood Sunday, January 11 After Party NBCUniversal Universal Entertainment Post Party Dante Beverly Hills Source: Grey Hill Advisors
10 In addition to the expansive, direct economic impact for the City shared here, Golden Globes Golden Week has been organized specifically to offer meaningful opportunities for Beverly Hills residents to participate directly in Golden Globes Golden Week events and activations.
Golden Globes Restaurant Week, a collaboration with the Beverly Hills Chamber of Commerce, invites residents of every type to enjoy special dining activations, prix fixe menus, and specialty cocktails at local restaurants and bars. This inaugural food and dining activation will include local restaurant guides on Eater, the nation’s leading dining platform, which will also create a lasting and highly trafficked national spotlight on local businesses. Eater amplification will include:
• Press release announcing Golden Globes Restaurant Week activation • Full list of participating restaurants shared on Eater.com and in the Eater app • Editorial coverage of some participating restaurants at Eater’s editorial discretion The inaugural Women’s Wear Daily “Museum of Legends,” a public pop-up activation at 2 Rodeo Drive, will offer access to an impressive and dynamic collection of Awards-related images from the publication’s archive, and will be open to the public on January 5th and 6th. This rare look into the 82-year fashion linage of the Golden Globes is geographically positioned to underscore the centrality of Rodeo Drive to the awards and celebrate the City’s reputation as an international fashion and luxury destination.
COMMUNITY ACCESS
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11 OUR ASK
Given the significantly expanded investment in new Golden Globes Golden Week programming (some of which is fully publicly accessible) and amplification of this programming — all of which will have tremendous direct economic impact and increase foot traffic to local businesses — we are requesting an increase in the City’s support for the 2027 Awards and Awards-week programming.
In addition to the request for fee waivers and traffic coverage delineated by our production team, we are requesting the following support from the City of Beverly Hills for the 2027 Golden Globes:
• $50,000 direct fiscal contribution of support for 2027 • Infrastructure support for lighting of City Hall as foundation for Golden Globes Golden Week kickoff press moment on Monday, January 4
• We are requesting a total of 32 street banners to be strategically placed around the Beverly Hilton and the Waldorf Astoria Beverly Hills, as well as along Rodeo Drive, to offer visibility within the areas where the majority of Golden Globes Golden Week activations will be taking place. These banners will feature the Golden Globes logo alongside those of Beverly Hills and the Rodeo Drive Committee in order to further underscore the City’s centrality to the Awards and celebrate our partnership
*Please see appendix for mock banner design.
APPENDIX
13 MOCK BANNER DESIGN
the City of Beverly Hills. The Rodeo Drive
Committee 50th anniversary logo is also
proposed to be added.
designs will require feedback and approval from
Please note that designs are subject to further
adjustment, with the understanding that final
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Type of event: Awards Brunch
Date: Thursday January 7th (final date pending)
Location: The Beverly Wilshire Hotel (pending)
SHE Media presents The Illuminate Awards, celebrating the Hollywood voices changing the conversation around health and wellness. The awards honor accurate, inclusive storytelling around health conditions on screen, along with the actors, writers, producers, and advocates who use their influence and lived experiences to raise awareness both on and off camera. During Golden Week, the event will bring together talent, cultural changemakers, and purpose-driven brands who are challenging perceptions, inspiring greater understanding, and helping shape a more informed, compassionate, and inclusive culture.
A SHE MEDIA GOLDEN WEEK PRODUCTION
I L L U M I N A T E A W A R D S
ILLUMINATE
AWARDS
ICON
Recognizes a woman in the entertainment industry who has been a longtime advocate for health and wellness issues, using her platform to raise money and increase awareness.
T H E A W A R D S
WOMEN’S HEAL TH/BREA ST HEAL TH
Awarded to a show / film for a realistic portrayal of a women’s health issue or to an individual for their advocacy work for a women’s health issue.
MENTA L H EA LTH IMPACT
Recognizes positive impact on our collective understanding of mental health issues. Awarded to a tv show or film for its sensitive portrayal of mental health topics or to individual/s for offscreen advocacy work about mental health.
HEAL TH STORY TEL LING
Recognizes a tv show or film for its portrayal of a health issue that doesn’t ignore comedic or dramatic moments (the entertainment) but instead balances them with realistic information about a condition that can help people watching understand their own experiences. Awarded to the writing staff for navigating this delicate balance.
REPRESENTATION MAT TERS
Recognizes a tv show (or film) that features a character living with a chronic illness or disability in one or more episodes for realistically depicting the condition. Awarded to the producers / showrunners AND to the performer/s.
HEAL TH C HAMPION
Awarded to individual/s or a non-profit organization for their advocacy and/or creation of a platform in support of a healthcare issue.
P O T E N T I A L H O S T S
Wanda Sykes
Amy Schumer
Sandra Bernhard
Iliza Shlesinger
Taylor Tomlinson
Mary Beth Barone
Ilana Glazer
Jenny Slate
WA N D A SY KE S
I LA N A G LAZ ER
T AY LOR T OML I NS ON
SA N DR A B ER N H A R D
A MY SCH U MER
MA R Y B ET H B AR O N E
J EN N Y S LAT E
I LI Z A S H LESI N G ER
THANK YOU
Attachment 2
CITY OF BEVERLY HILLS
POLICY AND MANAGEMENT
MEMORANDUM
TO: City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee Liaison Meeting Agenda
FROM: Magdalena Davis, Community Outreach Manager
DATE: October 6, 2026
SUBJECT: Request for City Partnership for new events and programming of Golden Globes Week 2027
ATTACHMENT: 1. Proposal for Golden Globes Golden Week 2027
INTRODUCTION
This report provides the City Council Liaison Rodeo Drive / Special Events / Holiday Program Committee of Mayor Corman and Vice Mayor Wells (Liaisons) with an overview of the proposal from the Golden Globes and Penske Media Corporation (PMC) for events and programming for Golden Globes Golden Week 2027.
The City Council Liaisons are requested to review the events and programming as a whole, as well as the budgetary request, banner request, City Hall kickoff with Mayor and Council, and give any additional recommendation to take to full Council for approval.
DISCUSSION
Each year since 1961 the Golden Globes has be held at the Beverly Hilton hotel in Beverly Hills, and in recent years has expanded to include additional events adjacent to the awards show itself.
This expansion has been formalized into a weeklong series of events, “Golden Globes Golden Week” and for 2027, will run from January 4-10, with many events in Beverly Hills (Attachment 1). Overall, the stated goal of expanding this week has been direct, targeted economic impact for dining and retail spaces and significantly heightened visibility for the city as a whole.
To highlight this goal, the kickoff to the entire week is proposed to take place at Beverly Hills City Hall, by lighting up the iconic landmark in gold, with Golden Globes featuring this event prominently across all platforms by press, on January 4. This event with City Council will underscore the partnership, and could include other landmarks lit up across the City in gold as well. In addition to this kickoff photo call, the Golden Globes Golden Week requests 32 street pole banners starting on January 4. These banners are proposed to be hung adjacent to the Beverly Hilton and Waldorf Astoria hotels, as well as Rodeo Drive, cobranded with the City and Rodeo Drive Committee logos. (As per City banner policy, the City logo must be present on banners in some form. Previous examples of this include the Milken and CAIS conferences.) Highlights of the new Golden Globes Golden Week events in Beverly Hills include:
2 of 3
• Inaugural Golden Globes Restaurant Week, in partnership with Beverly Hills Chamber of Commerce, and with amplification across Golden Globes platforms and Eater — the nation’s premier dining platform. Eater is visited by 470K users daily, with 1 of every 2 users dining out each week, and will send diners directly to Beverly Hills local businesses • Women’s Wear Daily Rodeo Drive Cocktail Party
• Women’s Wear Daily “Museums of Legends” archival activation at 2 Rodeo Drive, open to the public
• Golden Globes x Luxury Fashion House dinner
• Golden Globes x Luxury Jewelry dinner
• Inaugural SHE Media Illuminate Awards ceremony
These are in addition to the continued First-Nominee Luncheon, Golden Eve special, and culminating in the Golden Globes show itself, all taking place in Beverly Hills.
Past partnership components between the Golden Globes, City of Beverly Hills and our City partners from 2026 are proposed to be continued, and include:
• Red Carpet Rollout including participation in rollout and photo opportunity with Golden Globes President Helen Hoehne
• Beverly Hills Conference & Visitors Bureau camera crew in attendance for Nominations Press Conference and Plate Up Media Preview Day
• Opportunity for Beverly Hills High School students to conduct interviews, press-junket style, with Golden Globes staff and crew about their roles for the show • Show day:
o Press credentials for three Beverly Hills Conference & Visitors Bureau staff, eight Beverly Hills High School students, and two student chaperones o Opportunity for the above group to be escorted down the carpet prior to its opening o One position on the red carpet ENG interview line for BHCVB camera crew (with ability to rotate members of the group in/out of position) o Access to media room for those in the group not on the red carpet Full details of the Golden Globes direct and indirect community benefit are included in Attachment 1, and include earned media statistics including global reach for a tourism benefit, as well as economic impact. The economic impact report includes a combined $133.5 million for Beverly Hills and the wider region for Golden Globes and Golden week 2026, including 550 full-time equivalent jobs, and $16.8 million from these ancillary events (outside of the show itself).
The Golden Globes requests to continue the partnership with the City with the above components, and requests:
• $50,000 in direct financial contribution
o Last year’s direct financial contribution was $25,000 from the CVB’s Special Projects budget
• Support in lighting up City Hall gold and hosting the kickoff press moment to Golden Globes Golden Week 2027
• 32 total co-branded street pole banners, an approximate $9,515 cost It should be noted that unlike permit waivers for nonprofit based events, for-profit conferences and programs have in the past received incentives and funding through the Beverly Hills Conference and Visitors Bureau, funding by the City through the Tourism and Marketing budget, which is generated by Transit Occupancy Tax (TOT).
3 of 3
FISCAL IMPACT
Funding is available to cover the request by the Golden Globes from a few different budgets, with the allocations detailed below:
Request Amount Budget
Direct financial contribution $50,000 $25,000 is accounted for in the approved FY26/27 CVB budget
$25,000 would be authorized from the Tourism and
Marketing budget to the CVB for the increase
Lighting up City Hall $1,600 Existing budget in Citywide Holiday Decor CIP 32 street pole banners $9,515 Existing in Policy & Management Marketing budget Total $61,115
Total currently accounted for in FY26/27 is $25,000 from the CVB budget. The remaining funding of $11,115 would have to be allocated from existing City budgets, and a $25,000 increase to the CVB budget from Tourism and Marketing, funded by TOT, would go before Council for approval.
This request is being made separately from any of the requests or waivers associated with the logistics of the event itself from Dick Clark Productions, by Golden Globes and Penske Media Corporation.
RECOMMENDATION
Staff requests the City Council Liaisons review and provide feedback regarding the proposed partnership for Golden Globes Golden week, and its specific budget request as described further in Attachment 1 to this report. If recommended by the Liaisons, Staff will bring forward an item at the October 20, 2026, City Council Meeting for the full City Council to review and approve.