Att 4 HBDBID Proposal for Artisan Fair at Pier Plaza — City Council/Public Financing Authority, March 15, 2022

REQUEST FOR PROPOSAL

VENDOR APPLICATION FORM
TYPE OF APPLICANT: • NEW CURRENT VENDOR
Legal Contractual Name of Corporation: HB Downtown Business Improvement District Contact Person for Agreement: Sarah Kruer
Corporate Mailing Address: 315 3rd St., Suite E
City, State and Zip Code: Huntington Beach, CA 92648
E-Mail Address: [email protected]
323.365.0996
Phone: Fax:

Contact Person for Proposals: Sarah Kruer
Title: Executive Director E-Mail Address: [email protected] Business Telephone: 323.365.0996 Business Fax:

Is your business: (check one)
• NON PROFIT CORPORATION • FOR PROFIT CORPORATION
Is your business: (check one)
• CORPORATION • LIMITED LIABILITY PARTNERSHIP
• INDIVIDUAL • SOLE PROPRIETORSHIP
] PARTNERSHIP • UNINCORPORATED ASSOCIATION
1 of 2
Names & Titles of Corporate Board Members
(Also list Names & Titles of persons with written authorization/resolution to sign contracts) Names Title Phone
Brett Barnes President 714.366.3853
Kelly Miller Treasurer 828.230.3852
Stuart Goldberg Vice President 323.382.8610
Janice Tugaeon Secretary 857.891.9181
74-3214964
Federal Tax Identification Number:

A274961
City of Huntington Beach Business License Number:
(If none, you must obtain a Huntington Beach Business License upon award of contract.) 9/30/2022
City of Huntington Beach Business License Expiration Date:
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Wednesday, December 8, 2021
Community & Library Services Department
City of Huntington Beach
Re: Proposal for Artisan Fair in Pier Plaza
Dear Community & Library Services,
The intersection of Main Street and PCH in Huntington Beach is one of the most iconic addresses in the state, if not the country. The weekly Pier Plaza Artisan Fair presents a tremendous opportunity to showcase high-quality local creative talent in an engaging, family- friendly environment with the appeal of regionally produced wares that enable guests to connect with Surf City USA in a fresh way.

Event Fusion and the HBDBID collaborated on this proposal to bring you proven operational, marketing, and management experience with deep ties to the HB community. Our vision is the Surf City Collective, an artisan market with dynamic programming and community engagement designed into the concept through the Four Corners.

The Four Corners are Gathering, Giving, Creative, and Learning. These create a foundation of welcome, inspiration, philanthropy, and idea sharing through music, art, non-profits, community groups, and education that will appeal to all age groups.

Visitors want to go where locals are. The Surf City Collective is focused on the curation of regional products, artisans, non-profits, performers, and civic leadership that provides an invitation to experience Surf City USA in a friendly, memorable way. The mission of the Surf City Collective is expressed in its tagline: Art + Music + Culture + Local. This experience will provide fresh opportunities for local engagement and delight visitors with a uniquely authentic experience. As Huntington Beach prepares to welcome the Olympic Games in 2028, the Surf City Collective will be a cornerstone of the athlete, media and visitor experience.

The Surf City Collective is in alignment with the City's goals and objectives. As described in the methodology section, SCC will carefully cultivate a marketplace that features high-quality artisanal merchandise from an entrepreneur that has a proven ability to attract a following online and in real life. With the Four Corners, there is weekly engagement with local creatives, non- profits, and educators along with a dedicated space for the City of HB and its partners. The HBDBID will create a dedicated SCC task force to ensure residents, businesses, visitor services and management are working together to adjust, enhance, and expand as needed based on direct feedback. Event Fusion and HBDBID have identified three channels of revenue - vendor fees, sponsorships, and merchandise sales - with a profit-sharing model of 20-29% with the City of HB depending on the channel. The attached budget provides greater detail.

To ensure an aesthetic that is aligned with Surf City and Downtown HB brand guidelines, HBDBID will invest funds from the City of HB COVID-relief grant received earlier this year.

Surf City Collective has established a "seaglass" color palette with accents of orange and white.

Vendors will be required to purchase a new white exhibit-grade tent or provide a receipt showing their tent was purchased within the past 90 days to be an exhibitor. All marketing efforts will be integrated with Downtown HB and managed by HBDBID to create greater cohesion with Pier Plaza and the local business community.

Strong existing relationships with the City, HBPD, and HBPD ensure a thorough understanding of and compliance with city, county and state safety protocols.

The proposal price will be valid for at least 180 days.

Appendix A- Budget is attached for your review.

Appendix B- Marketing concepts are attached for your review.

Appendix C- Sample vendor list with photos.

On behalf of Event Fusion and HBDBID, thank you for your time and consideration.

Sincerely,
Saran truer
Sarah Kruer
Executive Director, HBDBID
Proposal for Artisan Fair Pier Plaza
Background and Project Summary Section
• Understanding of The City and Purpose of the Artisan Fair • The HBDBID and Event Fusion understand that Pier Plaza is an iconic location within the City of Huntington Beach and that the purpose of this RFP process is to secure an operator, marketer, manager who can develop an identity and aesthetic that is a fresh, welcoming, inclusive expression of Surf City. The Artisan Fair will be a weekly destination for locals and visitors because of the authentic, quality merchandise produced by regional vendors along with engaging activations, community connections and entertainment. The consistent operation of an inviting, quality Artisan Fair directly complements the brand of the City of HB.

Maintaining a balance emphasis on attracting locals and visitors contributes to Downtown HB functioning as a daily or weekly destination for residents, not as a tourist attraction. Beloved local events attract tourists. The HBDBID's recent experience with Surf City Nights and Event Fusion's experience with Surfin Sundays (among others) demonstrates this understanding. • Work to be done
• If awarded the opportunity to operate, manage, and market the Artisan Fair at Pier Plaza, HBDBID and Event Fusion envision a 90-day period of development and planning to ensure a successful experience debuts week one. Surf City Nights will "open for the season" the Tuesday after daylight savings, March 15, 2022, and we would recommend that the Artisan Fair begin its new operation that Friday, March 18, 2022.
• A detailed plan for marketing, management and operations is included in the methodology section of the response.

Qualifications
Previous Projects
• Surfin' Sundays • Vendor Manager • 2001 - Present: Jodi McKay, [email protected], 714.337.9176
• Surf City Splash • Vendor Manager • 2001 - Present: Jodi McKay, [email protected], 714.337.9176
• Faith Traders • Event Founder and Vendor Manager • 2020 - Present: Jodi McKay, [email protected], 714.337.9176
• Surfboard Builders Hall of Fame • Vendor Manager • 2019 - Present: Jodi McKay, [email protected], 714.337.9176
• He'e Nalu Aloha Festival • Vendor Manager • 2017 - 2018: Jodi McKay, [email protected], 714.337.9176
• Breitling Huntington Beach Airshow • Beach Logistics Project Manager and Hospitality/ Vendor Manager • 2016: Jodi McKay, [email protected], 714.337.9176 • 1S Annual Rockin Fig Vintage Surf Festival • Event Operator, Manager, Marketer • Oct. 2020 - Present: Jaime Strong, [email protected], 949.295.3851 • Surf City Nights • Market Operator, Manager, Marketer • March 2021 - Present: Jaime Strong, [email protected], 949.295.3851
Areas of Expertise
• Work with a committee to create and share vision, plan, responsibilities, and goal • Create detailed site map ensuring City, Fire, Police, ADA and security compliance • Create and implement rules and regulations criteria for artisan vendors • Create standard practices and operating protocols
• Vendor curation, identification, negotiation, and management • Foster creativity
• Create synergy and harmony within the marketplace
• Implement an "If I were the customer" mentality
Experience/ Resumes of Key Staff
Sarah Kruer
Executive Director, HB Downtown Business Improvement District Prior to joining the Huntington Beach Downtown Business Improvement District as Executive Director, she amassed more than two decades of distinguished marketing and development experience at some of the best brands in hospitality including Visit Newport Beach, South Coast Plaza, and Preferred Hotel Group. As VP, Marketing & Communications for Visit Newport Beach, Kruer managed the PR, digital, media, content, and travel trade teams for four distinct business units. She led the development of an expanded international strategy and revamped brand identity while ensuring that the team was exceeding goals on a regular basis.

Previously, as Director of Tourism Development at South Coast Plaza, Kruer was responsible for branding the renowned center as a must-visit destination, while increasing overall shopper visitation through a variety of tourism channels at the national, state, and local levels. Prior to that, as VP, Marketing for Preferred Hotel Group, Kruer was responsible for global brand strategy and identity, PR, corporate communications and creative services.

A graduate of Vanderbilt University, Kruer is fluent in French, slowly learning Spanish, and passionate about travel and culture. She has visited more than 20 countries and possesses an enthusiastic appreciation for great food and wine, interesting people, and memorable music.

Jodi McKay
Principal, Event Fusion
For 20 years Jodi McKay has successfully curated, produced, and operated Artisan Fairs in the City of Huntington Beach. She is passionate about collaborations that strive to enhance and bring the community together especially through expressions of art and culture that reflect the unique surf-centric lifestyle of Huntington Beach.

Having lived, worked, and volunteered in Huntington Beach for 35 years, McKay has been a local business owner and fortunate to establish lifelong friendships and partnerships through many collaborations. Numerous experiences, particularly with Surfboards On Parade, Huntington Haunt, and the inaugural Breitling Huntington Beach Airshow, demonstrate a proven ability to work harmoniously with all departments within the City of Huntington Beach to achieve goals and objectives, branding and compliance.

McKay has had the privilege to work with hundreds of local artists, creatives, dreamers, and makers throughout her career and recognizes the Pier Plaza Artisan fair as an opportunity to honor their talent in a fresh, positive way. Transitioning the current artists with care and respect is essential as they have been dedicated business owners in the City of Huntington Beach for decades, providing the imaginative roots of Pier Plaza's history.

Jaime Strong
Marketing Manager, HB Downtown Business Improvement District Jaime Strong joined the Huntington Beach Downtown Business Improvement District as Events and Social Media Manager in June 2020 and quickly fell in love with the culture and community of Huntington Beach. During her time with the HBDBID, Strong's accomplishments include introducing new social media channels and increasing engagement among followers for Downtown accounts, reopening Surf City Nights with a vendor mix designed to appeal to locals and visitors alike, as well as co-creating the first-ever Rockin Fig Vintage Surf Festival. To support these programs, she created branded style guides and numerous marketing templates to ensure greater community consistency. Most recently, she facilitated greater community involvement with the HBPD and HBFD during Surf City Nights and coordinated the first two Community Recognition events in Downtown HB showing appreciation to these two divisions of the City. She was recently invited to join the Board of the Surfing Walk of Fame.

Prior to joining the HBDBID, Strong enjoyed an 11-year career at Bloomingdale's as Marketing & Special Events Manager. The role oversaw community outreach, media relations, regional and international marketing and special events for Fashion Island and South Coast Plaza stores. During her career at Bloomingdale's, Strong facilitated partnerships with notable brands such as South Coast Plaza, The Irvine Company, Anaheim Ducks, CHOC Children's Hospital, the Costa Mesa Fire Department, National Charity League and FOX Good Day LA.

After earning a Hospitality Degree from California State University, Chico State, Jaime began her career working for such notable properties as the Ojai Valley Inn and Montage Laguna Beach. A native of California, Jaime enjoys vintage surf movies, racking up minutes on Spotify, Grease 2 and long walks on the beach.

References
Kelly Miller
President & CEO, Visit Huntington Beach
714.969.3492, x 205
[email protected]
• Huntington Beach International Surfing Museum • Surfin Sundays Concert Series 2001 - Present
Surfin Sundays is an annual ongoing event showcasing and preserving the history of iconic surf bands and includes a Vendor Village located at Pier Plaza.

The Vendor Village, operated by Event Fusion is the largest annual fundraiser for the Huntington Beach International Surfing Museum. During COVID we were able to pivot by creating and implementing a detailed COVID site plan and compliance guidelines. These efforts literally kept the Museum doors open while it was closed for over a year. • Vissla ISA World Junior Surfing Championship
2018 • 2019
The Vissla ISA Juniors, sponsored by Visit Huntington Beach is the premiere world championship for crowning 18 and under Surfing World Champions. Youth from over 40 counties traveled to Surf City USA ® to compete and experience the opportunity they all had to become a future Olympic athlete.

The event has awarded Gold Medals that launched the careers of numerous stars of the sport, including Gabriel Medina, Stephanie Gilmore, Jordy Smith, Courtney Conlogue, Filipe Toledo, Caroline Marks, Julian Wilson, Tatiana Weston-Webb, Owen Wright, Tyler Wright, Laura Enever, Sally Fitzgibbons, Leonardo Fioravanti and Brisa Hennessy.

The project consisted of procuring 100 lunches and 75 dinners per day for 10 days for the athletes. Through the generous spirit of our community, every meal was donated.

Event Fusion and local and regional restaurants ultimately created a culinary experience for the athletes. Event Fusion secured sponsorships and contracts for Bonzai Bowl to serve bowls on the beach every day to fuel the athletes between meals and Hydro Flask brought their Hydration Station activation to keep them hydrated. • Big Board Documentary World Premiere and Unveiling Ceremony 2015
On International Surfing Day 2015, on the south side of the Huntington Beach Pier, 66 former US Open of Surfing winners, Surfing Walk of Fame and Surfers' Hall of Fame inductees, celebrities, and local Huntington Beach heroes rode our custom-built, 42-foot-long surfboard. On that day, 66 surfers, unofficially 67, rode the 42-foot, 1,300-pound board for 12 seconds, setting two Guinness World Records®: for most riders and for the biggest surfboard Visit Huntington Beach invited Event Fusion to be a consultant on the making of the documentary about the experience and to join them in creating a once in a lifetime celebration.

Event Fusion collaborated with the team on every aspect of the world premiere and unveiling ceremony and skillfully executed the teams plan without exception.

Brett Barnes:

Retired General Manager and Operating Partner, Duke's Huntington Beach Chairman of the Board of Directors, Huntington Beach International Surfing Museum 714.366.3853
[email protected]
• Huntington Beach International Surfing Museum • Surfin Sundays Concert Series 2001 - Present
Surfin Sundays is an annual ongoing event showcasing and preserving the history of iconic surf bands and includes a Vendor Village located at Pier Plaza.

The Vendor Village, operated by Event Fusion, is the largest annual fundraiser for the Huntington Beach International Surfing Museum. During COVID we were able to pivot by creating and implementing a detailed COVID site plan and compliance guidelines. These efforts literally kept the Museum doors open while it was closed for over a year. • He'e Nalu Aloha Festival & Luau
2018 - 2019 (2020 - 2021 were cancelled due to COVID as the performers travel great distances to be a part of this amazing gathering)
An annual 3-day event celebrating Pacific Island culture with authentic Hawaiian and Polynesian music, dancing, performances, food, art, and merchandise at Pier Plaza.

The Vendor Village, operated by Event Fusion, is the fundraising component that allows this event to continue. All proceeds benefit the Eddie Aikau Foundation and the Huntington Beach International Surfing Museum.

Peter "PT" Townend
Executive Director, Huntington Beach International Surfing Museum 714.742.0355
[email protected]
• Huntington Beach International Surfing Museum • Surfin Sundays Concert Series 2001 - Present
Surfin Sundays is an annual ongoing event showcasing and preserving the history of iconic surf bands and includes a Vendor Village located at Pier Plaza.

Staffing
Event staff will be provided by Koziak Productions: https://www.koziakproductions.com/ Artisans
• Rock Elegance
• Kate Mesta Studios
• Sweet Pea Cork
• Beach Bottled
• Mayu Silk Art
• Live Aloha Design
• Sam Bernal Designs
• Offbeat Artisan
• Kasia Randall Jewelry
• Purity Pea Bath & Body
• Live Aloha Design
• Salty Knots Macrame
Scope of Work
Surf City Collective
Surf City Collective will be comprised of approximately 45 regional artisan vendors who showcase high-quality, locally produced merchandise. In addition to the core audience of vendors, which will change from season to season or based on a specific theme, Surf City Collective has developed a concept to ensure a fresh weekly experience - The Four Corners - thus encouraging repeat visitation.

The Four Corners will anchor the Collective with engaging, seasonal community programming. • The Giving Corner • Fosters good will, stewardship, and giving back to our community Non-profits would be invited at no charge to share their mission. A different non-profit would be selected on a rotating basis.

Example:

Junior Lifeguards
Friends of the Bolsa Chica Wetlands
Art Center
Surfrider Foundation
Boys and Girls Club
Second Harvest Food Bank
Robyn's Nest
Colette's Children's Home
Waymakers Youth Shelter
Boys and Girls Club
International Surfing Museum
• The Gathering Corner • A social and seasonal meeting place offering atmospheric music and artisanal consumable products
Local and regional talent would be invited to perform at no charge to help elevate their career and exposure within the community and beyond. Artisanal seasonal food vendors will round out the invitation to welcome guests into the Artisan Fair
Example (January):

Coffee and hot chocolate creations
Homemade small batch prepacked soup
Artisanal bread
Homemade honey
• The Learning Corner • A community offering of exciting and educational activities, workshops, and fun for children
Example:

HB Children's Library STAR Program • Storytelling and Reading Program Aquarium of the Pacific Mobile Touch Tank
Face Painting
Balloon Art
Search for junior artists and entrepreneurs
Art contest
Work with schools/teachers to creative learning activities • The Creative Corner • A place to create and share anything and everything imaginable Example:

Administration
The HBDBID will provide all administrative services to the Surf City Collective in partnership with Event Fusion. These services include, but are not limited to, maintaining comprehensive vendor application forms, insurance, tax ID numbers, and schedules. The HBDBID will provide monthly billing services, collection and payment of all taxes and fees. The HBDBID will obtain all permits and supporting documentation for the operation of the Surf City Collective. The HBDBID will provide the City of HB with quarterly statistical reports which reflect the total number of vendors, types of products exhibited/sold, attendance, and quarterly gross revenue, as well as participate in an annual evaluation and review of the operation with The City of HB.

Cultivation of Community Connectedness
HBDBID will create dedicated monthly SCC Task Force with the Marketing & Events Committee to ensure consistent flow of information. HBDBID and Event Fusion will seek to schedule a monthly meeting with Community & Library Services to ensure regular feedback is obtained and incorporated into operations, management and marketing. SCC will also become a regular feature on the HBDBID Downtown Business Briefing zoom held every other Tuesday.

Each of the Four Corners invites community connectedness through programming and activations.

Supervision
Under the guidance of the Event Manager, set-up and tear-down of the Four Corners will be completed by a professional team that also functions as porters in the Pier Plaza space during SCC. Individual vendors will be responsible for their own booth space. Additional power washing will be scheduled as needed to augment the existing schedule. Security will be contracted for every day of the event. All vendors and creatives will be required to read and sign SCC rules and regulations, along with a code of conduct.

Goals & Objectives
We share the same goals and objectives with the Artisan Fair as the City of Huntington Beach. • Introduce a high-quality marketplace with regionally produced wares that complement the Surf City lifestyle and aesthetic.
• Maintain a freshness in the marketplace with dynamic programming. The Four Corners concept was created with this concept in mind.
• Attract a diverse, desirable clientele of locals and visitors with family-friendly offerings, a safe, clean environment, fresh aesthetic, and unique merchandise. • Communicate the marketplace in a consistently engaging manner on multiple channels. • Facilitate feedback from the community and enable adjustments to be made with operational learnings.
• Generate revenue in a win-win environment for the vendors, HBDBID, and the City of HB.
• In addition to booth spaces for the City and its partners, 2-3 complimentary booth spaces will be provided to non-profits each week to facilitate philanthropic participation.

Marketing
Surf City Collective marketing will be integrated into the operation of HBDBID. • Website
SCC will have a dedicated vanity URL and landing page on the HBDBID website, which is scheduled for enhancements in January 2022. The section for visitors will feature the Four Corners schedule of events and featured artisans. The section for vendors will feature our methodology for selection, event application, participation requirements, rules and regulations and the code of conduct.
• Social
HBDBID will create a new channel on IG and FB, @hbdowntownevents, to showcase Surf City Collective, Surf City Nights, and Surfin Sunday's. @hbdowntownevents will also promote event programming by Visit HB and the City of HB as it relates to Downtown. A dedicated content calendar will be created to showcase individual vendors, creative, and civic partners. Professional photographers will capture high-quality images for print and digital, which will be shared with the City. • Print
HBDBID will create print ads to include in every issue of Sands magazine, as well as a dedicated events ad in the Visit HB Visitor Guide.
• Media/PR
HBDBID will create an editorial calendar for media outreach and position the Gathering corner as the ideal location for media announcements.
• OH (Out of Home)
HBDBID will create banners, pennants, and posters to support SCC on a weekly basis with seasonal updates to ensure freshness and awareness in the community. • Surf City Nights
SCC will be cross promoted on Tuesday nights at Surf City Nights in the retail space allocated for crafts and artisans.
• Space allocated for City of HB and/or its Partners
The City of HB and its partners will be featured in SCC marketing and messaging.

Fees and Financial Terms
Event Fusion and HBDBID propose a revenue-sharing model between 20-29% based on the category. Sponsorships and merchandise sales will yield 20% while vendor fees will yield 29%.

A new class will be created with the HBDBID's accountant to provide SCC monthly financial reporting at Board Meetings, which is identical to the transparency and reporting with Surf City Nights financials.

Methodology Section
• Methods and controls by which a project of this type and size is managed. • Similar to the operation of Surf City Nights, all vendors are in the Artisan Fair by invitation of the HBDBID and Event Fusion. There will be a set of Artisan Rules & Regulations, developed with the City, that all vendors will be required to sign.

Behaviors that violate the rules & regulations will be clearly noted, along with the process for warning a vendor, uninviting them and re-assigning their space. • Methodology for soliciting internal and external input from stakeholders and how we will address positive/negative feedback
• Provide contact information on the website where users can submit their feedback at will.
• Offer a client review form for existing users and set up automated emails to periodically ask for feedback.
• Monitor reviews on third-party sites such as Yelp, TripAdvisor, Google My Business, etc.
• Provide customer service number on the website to give an additional channel to receive customer feedback and provide support.
• Send out periodic satisfaction surveys that ask internal and external customers specific as well as open-ended questions about your business. • Maintain an active presence on social media channels such as Twitter, Facebook, Instagram, etc. (
• Monitor social listening and hashtags
• Regular check-ins with internal customers
Assess feedback for patterns that indicate opportunities for improvement • Use data management systems to summarize key information.

Discern the difference between complaints that indicate a problem with current procedures and people who are simply looking for a reason to gripe.

Use feedback to enact changes
• Identify and prioritize the "pain points" that have the biggest impact on internal and external customer satisfaction.

Tackle smaller fixes that can keep internal and external customers happy while you work on long-term solutions.

Handle all situations with patience, fairness, and concern for all involved. • Other project management or implementation strategies or techniques we intend to employ
• HBDBID and Event Fusion intend to apply event management and marketing industry best practices beyond those identified.
• Project schedule identifying roll-out of all tasks and deliverables • Marketing Development, January - March 2022:
• Develop and finalize SCC logo and style guide.
• Develop website content and digital marketing materials. • Determine launch date for social feeds and pre-event content. • Create content calendar for PR, social, and digital marketing. • Capitalize on the daylight savings launch date and build buzz around the Artisan Fair and Surf City Nights.
• Confirm initial digital buy and teaser campaign.
• Identify "Artisan Fair Ambassadors" among vendors and community groups to amplify the message across multiple channels. • Finalize design and print banners, pennants, posters. Confirm installation date with The City.
• Produce tents, backdrops and flags for the Four Corners spaces. • Community Engagement, January - March 2022:
• Identify SCC Task Force and schedule meeting within 30 days of award of the contract. Task Force members will include representatives from the Downtown Business District, hotels, VHB, residents, and City staff. • Schedule a community input session and Downtown Business Improvement District session to share thoughts and facilitate dialogue. • Artist Selection
• Non-Profit Partners Selection
• Performing Talent Selection
• Artisanal Food Vendor Selection
• Educational Partners Selection
• Entertainment Partners Selection
• Sponsorship Partners Selection
• Professional Photographer Selection
• Security Company Selection
• Merchandise Branding Partner Selection
• Kiosk Enhancement - project schedule, budget and approval process with the City of HB.
• Management, January - March 2022:
• Finalize all permits, insurance, agreements.
• Confirm porter schedules.
• Confirm security schedules.
• Develop and distribute SCC schedule and footprint with Downtown business community.
• Schedule plan review with Public Works and other City departments to ensure universal awareness and compliance with all guidelines. • Health and safety plan with an emphasis on emergency response • Establish with all involved that safety is a core value. • Work closely with HBFD and HBPD to ensure a strategic plan that ensures complete compliance with all City requirements.
• Ensure management and key personnel are versed in all areas of emergency response protocols.
• Provide certified fire extinguishers reflecting HBFD's protocol. • Ensure trip-guards cover all cables, cords, hoses, wires, and conduits. • Ensure compliance with all requirements of the ADA.
• Ensure there is sufficient access, room to circulate, and observe potential crowd control issues.

HERONEM
• Identify and correct any potential hazards (first aid, weather, environmental, fire, and security).
• Monitor updated COVID related protocols and public health directives through agency websites (City of Huntington Beach, Orange County Health Care Agency, California State Department of Health, Centers for Disease Control and Prevention and the World Health Organization).
• Detailed methodology for selecting artisan vendors
• A "Call for Artists" will be activated to announce Surf City Collective is currently inviting and accepting artists to participate.
• Vendors will be selected that do not compete with local downtown businesses. • Vendors will be subject to a jury process and cohesive vendor selection to ensure branding, quality of product, innovation and following. • Products must be handmade by the applicant vendor, and each will be asked to supply a photo of the artist creating their art.
• All work must be original and created by the artist.
• Artisan must list ALL items that they plan to sell on the application. • All vendors will be vetted by checking references and through social media and website platforms.
• Detailed methodology for attracting attendees, including locals and visitors • The Marketing plan developed to support Surf City Collective will ensure that messaging is engaging, consistent and specific. A dedicated social media events channel enables the BID to highlight specific vendors and create a dynamic narrative that invites locals and visitors to experience SCC. • We will select vendors that are active participants in promoting their presence at markets, ensuring we draw a diverse and loyal audience. • Consistent community engagement through the Four Corners establishes strong connections within the City while ever-changing programming draws repeat visitation.
• Methodology or proposal for ancillary activities to keep the artisan fair fresh • The Four Corners concept was designed to facilitate fresh programming and unique engagements.

The Four Corners will anchor the Surf City Collective with engaging, seasonal community programming.
• The Giving Corner • Fosters good will, stewardship, and giving back to our community Non-profits would be invited at no charge to share their mission. A different non-profit would be selected on a rotating basis.

Example:

Art workshops to include the Huntington Beach Art Center Charcuterie Platter Demonstration
Lei Making Demonstration
Authors book signings
Recipe share from local and regional restaurants
Gardening Workshop
Farm to Table Demonstration
Sustainability and green initiatives demonstrations
Live performances by artists
Surf City Collective Annual Budget 2022
Income
Estimated Actual
Total income $573,750.00 $0.00
Vendor Revenue
Estimated Actual Estimated Actual
48 Fridays 216,000.00 45 Vendors @ $100] $216,000.00 $0.00 34 Saturdays 153,000.00 45 Vendors @ $100 $153,000.00 $0.00 34 Sundays 153,000.00 45 Vendors @ $100 $153,000.00 5000 4 Mondays 18,000.00 45 Vendors @ $100 $18,000.00
$540,000.00 $0.00
Sponsorships
Estimated Actual Estimated Actual
Presenting Sponsor $10,000.00 $10,000.00
Seasonal Sponsors @ $2,500 $10,000.00 $10,000.00
$0.00
$20,000.00 $0.00
Donations
Estimated Actual
Actual Donations Received $0.00 $0.00
$0.00 $0.00
$0.00 $0.00
$0.00 $0.00
$0.00 $0.00
Sale of items
Estimated Actual Estimated Actual
SCC Merchandise 250 Totes @ $10 $2,500.00 $2,500.00
250 T-Shirts @ $15 $3,750.00 $3,750.00
250 Hats @ $10 $2,500.00 $2,500.00
250 Beach Blankets @ $20.00 $5,000.00 $5,000.00 $0.00
$0.00 $0.00
$0.00 $0.00
$0.00 $0.00
$0.00
(c) 2007-2012 DoJiggy LLC. All Rights Reserved.
$13,750.00 $0.00

Surf City Collective Annual Budget 2022
Expenses
Estimated Actual
Total Expenses $573,600.00 $0.00
Estimated Actual Estimated Actual
Facility Fees and Revenue Sharing Food and Beverage
Venue (48 Fridays @ $1,350) $64,800.00 Misc. F&B $1,000.00 Venue (34 Saturdays @ $1,350) $45,900.00
Venue (34 Sundays @$1,350) $45,900.00
Venue (4 Mondays @ $1,350) $5,400.00
SCC Merchandise @ 20% $2,750.00
SCC Sponsorships @ 20% $4,000.00
Totals $168,750.00 $0.00 $1,000.00 $0.00
Estimated Actual Estimated Actual
Security and Cleaning Program Enhancements
34 Saturday nights @$375.00) $12,750.00 Exibitions/ Photo Moments $5,000.00 4 Sunday nights @$375.00) $1,500.00 Activations and Performances $5,000.00 48 Friday nights @ $375.00 $18,000.00 SCC Merchandise $5,000.00 48 Weekends Porter Service @ $1,25 $60,000.00 Kiosk Enhancement $5,000.00 $92,250.00 $0.00 Totals $20,000.00 $0.00
Estimated Actual Estimated Actual
Publicity & Marketing Logistics
Marketing, $250/ month $3,000.00 Insurance $2,500.00 |
Digital Advertising, $250/ month $3,000.00 Permits $1,000.00 Promotions, $250/month 5200000- Quickbooks (2% processing fee) $10,800.00 Social Media, $50 week × 48 Accounting Services $1,000.00 Google Ad Words $100 week × 48 $4,800.00
Website Content $250/month $3,000.00
Photography $1,500.00
Other
(c) 2007-08 DoJiggy.com
All Rights Reserved.

Totals $20,700.00 $0.00 Totals $11,800.00
Estimated Actual Estimated Actual
Management & Staffing Printing & Print Materials
Event Manager $112,000.00 Design & Production, $250/month $3,000.00 | Printing - Posters and Banners,
Research & Development $22,400.00 $250/ month $3,000.00 Installation - Banners &
Pennants, $400/ month -
Marketing Manager $56,000.00 Banners, $219, Pennants, $62 $4,800.00 Administration $22,400.00 Tents, Backdrops, drapes $5,500.00 Support Staff 120 Dates at $250/day $30,000.00
Totals $242,800.00 $0.00 Totals $16,300.00 $0.00

Surf City Collective Annual Budget 2022
Profit - Loss Summary
$700,000.00
Estimated Actual
$573,750.00 5600,000.00
Total income $0.00
Total expenses $573,600.00 $0.00 $500,000.00
Total profit (or loss) $150.00 $0.00 $400,000.00
• Total income
• Total expenses
$300,000.00
$200,000.00
$100,000.00
$0.00
Estimated Actual

DOJIGGY COOL TOOLS FOR NON-PROFITS
(c) 2007-2012 DoJiggy LLC.

Appendix B - Marketing concepts are attached for your review Surf City Collective
Art + Music + Culture + Local
Pier Plaza, Huntington Beac
The Four Corners
Gathering, Giving, Creative, and
Learning.

These create a foundation of
welcome, inspiration, philanthropy,
and idea sharing through music, art,
non-profits, community groups, and
education that will appeal to all age
groups.

GATHERING GIVING
A samal and seasonal
Fosters good will,
meeting place offering
stewardship, and
atmosphere music and
giving back to our
artisanal consumable
community.

PrOCLAD

LEARNING

CREATIVE
A community offering
A place to create and of exciting and
share anything and educational activities.
workshops and fun for
children.

Our Vendors

SALTY KNOTS LIVE ALOHA BEACH

MACRAME DESIGNS BOTTLED

SURF CITY COLLECTIVE SURF CITY COLLECTIVE E
Appendix C - Sample vendor list with photos
RickyShoots
SUZY'S
Photography

SUCCULENTS
AND
Crafta
Marah Johnson
Designs
hand made goods
from
vintage
silverware
KAslA RANDALL
Gewcly
Live Aana

DESIGNS

City Council/Public Financing AuthorityMarch 15, 2022

City Council/Public Financing Authority
March 15, 2022