8. APPROVAL OF FUNDING FOR "CLEAN LAGUNA" STEWARDSHIP INITIATIVE Recommendations:
1. Approve an appropriation of $160,127.50 from the Cultural and Environmental Stewardship Special Revenue Fund for the implementation of a visitor-focused anti-litter environmental stewardship campaign;
2. Approve an appropriation of $50,000 in recycling grant revenue to help offset a portion of the program costs;
3. Authorize the City Manager to execute all necessary documents, as approved to form by the City Attorney, to implement the proposed actions; and
4. Find the recommended action is not a project subject to the California Environmental Quality Act pursuant to Section 15378 of the CEQA Guidelines.
Attachment 1
4 STAFF REPORT
Meeting Date:
January 27, 2026
CONSENT
8 SUBJECT: APPROVAL OF FUNDING FOR "CLEAN LAGUNA" STEWARDSHIP
INITIATIVE
RECOMMENDATION: It is recommended that the City Council:
1. Approve an appropriation of $160,127.50 from the Cultural and Environmental Stewardship Special Revenue Fund for the implementation of a visitor-focused anti-litter environmental stewardship campaign;
2. Approve an appropriation of $50,000 in recycling grant revenue to help offset a portion of the program costs;
3. Authorize the City Manager to execute all necessary documents, as approved to form by the City Attorney, to implement the proposed actions; and
4. Find the recommended action is not a project subject to the California Environmental Quality Act pursuant to Section 15378 of the CEQA Guidelines.
SUMMARY OF THE MATTER
This report recommends that the City Council approve appropriations totaling $210,127.50 to implement a multi-faceted visitor stewardship campaign designed to promote environmental awareness and reduce litter (Attachment 1). The program is part of a broader cultural and environmental stewardship effort of the Laguna Beach Tourism Marketing District. The City will fund $160,127.50 from the Cultural and Environmental Stewardship Special Revenue Fund, and $50,000 will be reimbursed through the City’s recycling public education grant. The action is not subject to the California Environmental Quality Act (“CEQA”), as it does not involve any physical changes to the environment.
DISCUSSION
To support the Laguna Beach Stewardship initiatives, build upon the City’s commitment to preserve and nurture our environment, heritage, and culture. Staff have worked with Visit Laguna Beach and media consultants to develop the following project.
The proposed program includes:
• Eleven (11) custom stewardship videos
• A visitor microsite
• A 12-month social media campaign
• Anti-litter messaging and interpretive signage concepts • Project oversight and creative strategy
The total cost is $210,127.50, with a $50,000 recycling grant reducing the City’s net funding share to $160,127.50.
5 APPROVAL OF FUNDING FOR "CLEAN LAGUNA" STEWARDSHIP INITIATIVE January 27, 2026
Funds for this program will be provided to Visit Laguna Beach (“VLB”), which serves as the project manager. VLB will oversee creative and operational execution, procurement, and all other actions required to complete the proposed program. VLB will be required to submit itemized receipts and documentation to the City as a condition of ongoing payment processing via the funds contemplated by this item.
This program is consistent with the Laguna Beach Tourism Marketing District Management Plan.
FINANCIAL ANALYSIS
The total appropriation request is $210,127.50, with $160,127.50 funded from the Cultural and Environmental Stewardship Special Revenue Fund (#149), which has an available fund balance of $760,000, and $50,000 from existing recycling education funds previously collected under the City’s prior solid waste franchise agreement (1103120-72033). These restricted funds are designated for public education and environmental outreach efforts. Disbursements will be made to VLB, with a requirement to submit detailed receipts and expenditure documentation on the approved program.
ALIGNMENT WITH CITY COUNCIL GOALS AND PRIORITIES
This initiative supports the City’s strategic priorities by promoting environmental sustainability through litter reduction and responsible visitor behavior, enhancing visitor management through education and engagement, and improving community livability by contributing to a cleaner, more enjoyable environment for residents and visitors alike.
ENVIRONMENTAL ANALYSIS
This action is not subject to the California Environmental Quality Act (CEQA) pursuant to CEQA Guidelines Section 15378, as it does not constitute a “project.” The approval of this media and public education campaign does not result in a direct or reasonably foreseeable indirect physical change in the environment.
ATTACHMENTS
1. Visit Laguna Beach Proposal (Pgs. 3-4)
Submitted By: Approved: .David A Kiff
Gavin Curran, Assistant City
Manager
Dave Kiff, City Manager
Report Prepared By: Coordinated With:
Gavin Curran, Assistant City Manager
6 DATE 10/09/25 TO City of Laguna Beach
PROJECT TITLE: Stewardship Plan Executions & Programming PROJECT DESCRIPTION: Includes, Video (11 deliverables and resizes,) Community Website, Social Program (12 Mos.,) Anti-Litter Program and Interpretive Signage placeholders & 10% contingency.
DESCRIPTION QUANTITY UNIT PRICE COST
STEWARDSHIP VIDEO: Voda Films / preproduction, production and post production for 11 video deliverables and resizes.
1 $86,000.00 $86,000.00
STEWARDSHIP VIDEO: Pilots&Machines /
Strategy, creative development and production
oversight
1 $26,950.00 $26,950.00
COMMUNITY WEBSITE: 121 / Microsite design &
development
1 $20,000.00 $20,000.00
COMMUNITY WEBSITE: Pilots&Machines /
Strategy, creative development and production
oversight
1 $5,425.00 $5,425.00
SOCIAL MEDIA PROGRAM: Hooray / 12 month
program retainer at 5800/mo for development, style
guide, creative, management and maintenance- 50%
per month paid by City of Laguna Beach (2900/mo)
12 $2,900.00 $34,800.00
SOCIAL MEDIA PROGRAM: Pilots&Machines,
research and strategy 24 hours @ $175 = $4200 total,
50% paid by City of Laguna Beach
24 $87.50 $2,100.00
SOCIAL MEDIA PROGRAM: Pilots&Machines, 12
months @ $1750 = $21000 for admin, production
and project oversight. 50% Paid by City of Laguna
Beach
12 $875.00 $10,500.00
ANTI-LITTER PROGRAM: Pilots&Machines /
Research, strategy, creative development
30 $175.00 $5,250.00
ANTI-LITTER PROGRAM: Phase one execution /
TBD
0 $0.00 $0.00
3 Attachment 1
7
INTERPRETIVE SIGNAGE: Creative development
and production / TBD
0 $0.00 $0.00
10% CONTINGENCY 1 $19,102.50 $19,102.50
Subtotal $210,127.50
Tax 0.00% $0.00
TOTAL Total $210,127.50
Label Amount
Total $210,127.50
4 8