2022 CITY OF SANTA MONICA PROPOSAL
February 2, 2022
We are submitting this RFP for the 2022 MLB All-Star Oceanfront SUBMITTED BY: BERNIE GOON
SENIOR MANAGER, MLB
EVENT DATE: FRIDAY, JULY 15, 2022
SATURDAY, JULY 16, 2022
SUNDAY, JULY 17, 2022
LOCATION: SANTA MONICA PIER DECK PARKING LOT AND ADJACENT
BEACH SOUTH OF THE PIER DECK
Organization Name: Major League Baseball
Event Names: 2022 MLB All-Star Oceanfront
Organization Contact: Bernie Goon
Event Contact: Bernie Goon
Carol Ann Lafferty
Event Dates: FRIDAY, JULY 15, 2022
SATURDAY, JULY 16, 2022
SUNDAY, JULY 17, 2022
Event Hours: Start Time 11:00AM (TBC)
End Time 7:00PM (TBC)
Hours apply to both the pier deck parking lot and beach Expected Attendance: 8,000 per day or 24,000 total for the event Proposed License Term: Tuesday, July 12 – Tuesday, July 19, 2022 Site Plan: Please see attached preliminary 2022 site plan for Pier Deck parking lot and beach South of the Pier
About Major League Baseball:
Major League Baseball (MLB) is the most historic professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. Led by Commissioner Robert D. Manfred, Jr., MLB remains committed to making an impact in the communities of the U.S., Canada and throughout the world, perpetuating the sport's larger role in society and permeating every facet of baseball's business, marketing, community relations and social responsibility endeavors. MLB currently features record levels of competitive balance, continues to expand its global reach through programming and content to fans all over the world, and registered records in games and minutes watched this season on MLB.TV. With the continued success of MLB Network and MLB digital platforms, MLB continues to find innovative ways for its fans to enjoy America's National Pastime and a truly global game. For more information on Major League Baseball, visit www.MLB.com.
About MLB All-Star Oceanfront:
MLB All-Star Oceanfront will kick off MLB All-Star Week and is a 3-day beach festival where all can enjoy baseball on the beach, music, interactives, games, free giveaways, baseball themed food and beverage, All-Star Game merchandise, photo ops, sand sculptures and more. It’s an opportunity for fans of all ages to participate in the MLB All- Star festivities in Santa Monica from July 15-17, 2022. Entry to the event is free for everyone.
The event footprint will consist of two adjacent locations. Current plans and activities are below (subject to change).
1) Pier deck parking lot
a. Batting cages
b. Pitching cages
c. Esports
d. Make your own custom baseball card
e. Partner activations which may include product displays, games, samples and giveaways
f. Official MLB All-Star Game merchandise retail location g. Food and beverage in collaboration with the current restaurants on the pier h. Music (daytime DJs and local performing artists)
2) Beach
a. Baseball diamond
i. Invite youth leagues from Santa Monica and LA area to participate in games and clinics
ii. Host games that include a former player, celebrity fan and a Sandlot legend
iii. Offer free play for beachgoers and fans to sign up to play on our baseball diamond
b. Yoga
i. One 60 minute session each day for approximately 200 people c. Photos ops
d. Sand sculpting
Food/Beverages:
MLB will work with the Santa Monica Pier Lessees Association to identify current tenants who are interested in serving baseball themed food and beverage at the event on the pier deck parking lot. Anheuser-Busch may potentially want to sell beer from one of their portable bars and create a beer garden within the Taste of LA section of the pier deck parking lot. Anheuser-Busch will look to work with a current tenant to have them pour from their portable bar or from one of the restaurant patios that are adjacent to our footprint (Albright, Rusty's and/or Seaside on the Pier). MLB is currently working with the Santa Monica Pier Corporation and the City of Santa Monica to identify options.
Resource and Recovery & Recycling Plan:
Major League Baseball is planning to activate several sustainability initiatives at Santa Monica’s Oceanfront during All-Star Week. MLB aims to align with Santa Monica’s goals of making this event zero waste, water efficient, and carbon neutral, leaving the site in the same condition as it was prior to the event. MLB plans to provide attendees with options for locally sourced food, reusable water bottles and refill stations, and additional opportunities to recycle. MLB plans to encourage and promote the use of alternative transportation methods such as biking, walking, and public transit. MLB plans to have the Green Team present in Santa Monica where, if possible, they will complete a volunteer event (e.g., beach clean-up with Heal the Bay) as well as educate attendees on sustainability best practices. Following the event, MLB intends to donate leftover food locally and offset the energy & carbon usage associated with the oceanfront site.
We will use a private contractor that has been pre-approved by the City of Santa Monica.
We will have (80-100) trashcans, (1) 3-yards and (3-4) 20-yard dumpsters onsite.
Recycling bins will be placed throughout the event site. The private contractor will pick up all dumpsters at the end of the event. The waste and recycled materials will be separated. Janitorial staff all day and post-event close each day to empty and reset trash cans
Building & Safety:
We will have one stage on the pier deck parking lot and the height is 42-48 inches.
We also plan to place some temporary bleachers on the beach for fans to enjoy the baseball games.
• Bleachers: 2 rows in “L” formation / each approx. 96 LF • 6 rows @ 96LF: 342 seats x 2 = 684 total
• 11 rows @96LF 627 seats x 2 = 1,254 total
• Load In Timing and Beach Conditions to determine which option can be used Accessibility Plan:
Tents are all ground level and ramps are built, if needed. We will supply ADA restrooms on site.
Security:
• MLB will establish a secured zone for all MLB related activations • Fans entering the secured zones will be screened prior to entering the secured zone.
• MLB Security will contract with Contemporary Security Services (CSC) to provide 24hr security coverage for the event from load in to load out • MLB Security will coordinate with the Santa Monica Police Department (SMPD) and Emergency Medical Services to ensure the appropriate resources are present for the event
• MLB Security will also have a representative on site or readily available to respond to any security related incident along with contracted resident security agents
Parking & Transportation Management:
MLB plans to work closely with the SMDOT to promote the use of public transportation including the Metro Bike Share program to get to and around Santa Monica and our event. MLB’s Marketing Plan will include transportation messaging to educate attendees on and encourage them to utilize other forms of transportation to and from the event.
We plan to assist in communicating alternative parking lots by the way of signage and offer bike valet during our event.
Neighborhood Communication
Bernie Goon and Carol Ann Lafferty will be the main contacts for all neighborhood correspondences and will work closely with the City to alleviate any issues that may arise.
Marketing
MLB Marketing will support the All-Star Oceanfront event at the Santa Monica Pier, locally and regionally, through Owned & Operated assets and additional inventory secured within the market.
We will continue to work closely with the SMPLA to support business on the pier pre, during and post event. In addition, we will look to work closely with Santa Monica Travel and Tourism on marketing the event, the city and the Santa Monica Pier which may lead to additional overnight stays.
For partners who are interested in hosting hospitality events, we will recommend the use of Third St Promenade and Downtown Santa Monica. We will discuss potential opportunities with Downtown Santa Monica Inc.
Production Timeline for 2022
Monday, July 11, 2022
City of SM to ensure the Pier deck parking lot is clear by EOD as install will begin at 8:00AM the following day.
Tuesday, July 12, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• Marking, Structures, Power, Lighting Towers, Dumpsters (or similar) • 24 Hour Security onsite from Tuesday until the last day of strike Wednesday, July 13, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• AV, Audio, Lighting, Furniture
• Sponsor and Vendor Load in
Thursday, July 14, 2022
8:00 am – 10:00 pm:
PIER DECK PARKING LOT
• Sponsor and Vendor Load In
BEACH
• Seating, Tech, Marking of Field, Photo Ops, Sand Sculpture Area, Rope off areas Friday, July 15, 2022 - EVENT DAY
11:00 am – 7:00 pm (TBC)
• SMPD K9 Sweep with security (TBC)
Saturday, July 16, 2022 – EVENT DAY
11:00 am – 7:00 pm (TBC)
Sunday, July 17, 2022 – EVENT DAY
11:00 am – 7:00 pm (TBC)
Monday, July 18, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• Load out of Sponsor/Vendor elements, AV, Lighting, Furniture, Power, Structures. 8:00 am – 1:00 pm
BEACH
• Load out of all elements
• Return beach to the city by 1:00 pm
Tuesday, July 19, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• Load out of structures and related elements
• Return lot to the city by 10:00 pm