370 Santa Monica Pier
Bid Proposal – Santa Monica Amusements
Updated March 16, 2024
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May 28, 2024
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May 28, 2024
370 Santa Monica Pier:
About The Space
370 Santa Monica Pier is located between Pacific Park and the Playland Arcade. The property is boarded on two sides by Pacific Park. Pacific Park currently operates a small retail space, Pier Gear Patio, that shares boarders with the property at 370 on two sides. Pacific Park currently assists the current tenant with coverage from our security camera system since we already share these boarders.
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Licensee
Santa Monica Amusements (SMA) operates Pacific Park, the amusement park on the Santa Monica Pier. In addition to the rides, Pacific Park includes the midway games, retail shops, and the pier’s food court. SMA’s leadership team works from offices located on the Santa Monica Pier and represents over 200+ years of experience in the amusements, attractions, and entertainment sectors.
Since first opening the family-focused amusement park in 1996, SMA has committed to actively participating in the Santa Monica community through partnerships and programs with many non-profit and civic engagement groups. SMA is largest youth employer in Santa Monica.
Outside of Santa Monica, SMA has been a leader in the tour and travel trade providing advocacy to travel industry organizations and building programs to support underserved communities and youth programs.
SMA’s executive team also plays an active role in local and state advocacy and community organizations currently filling 9 board and committee positions.
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Term
SMA is proposing, in line with the City’s request, a three (3) year term for the Licensing Agreement. It would be the
preference of SMA for the License to continue month to
month after the Term until the City determines its future use.
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Proposed Use
SMA seeks to create a multi-use space to maximize utilization for the widest possible range of Pier guests and community stakeholders. The proposed footprint includes 3 attractions and an outdoor exhibit space for a standing educational and cultural experience focused on Santa Monica Pier’s history and cultural impact.
This hybrid operation of the 10,000 sq ft of boardwalk
frontage will allow more representation of community
stakeholders and enjoyment of the space by a greater number of pier guests.
This concept would continue to provide an opportunity for Pier users to enjoy physical activities on the pier, but with more options for different age groups and experience levels.
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Entertainment
The three attractions would include:
Rope Course - a 3,200 sq ft obstacle course engineered for guests aged 10 years and older. The course is being sourced by RCI Adventure Products, a leader in outdoor skills gyms and zip lines. Guests can choose from rope bridges and zip lines to navigate their way through this challenging experience
Jr. Ropes Course - for guests under the age of 10, a shorter course will be erected next to the larger apparatus that is engineered for guests of all ages and skill levels
Climbing tower - in addition to the ropes courses, a 30 ft tall climbing tower will accommodate up to 4 participants at once who will be challenged with 3 different skill levels of climbing the tower Item 5-E
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Cultural
Incorporated adjacent to the ropes and climbing courses will be an open space for guests to sit, watch participants on the attractions, and learn a little bit about the Santa Monica Pier.
This partially shaded outdoor exhibit space will provide opportunity to display photos, information, and artifacts from the Santa Monica Pier’s 114-year history.
Inspired by the Santa Monica Pier History Museum pop-up curated by the Santa Monica Pier Corporation (SMPC) for Pier 360, this year-round exhibit space will be cleaned and
maintained by SMA staff.
Expanded possibilities include utilizing the exhibit space for seasonally thematic installations such as Dia de los Muertos, PRIDE, and Black History Month.
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Community Benefit:
Santa Monica Pier History Museum
Our proposal provides a section of the space to be utilized for an all new “Santa Monica Pier History Museum”.
If SMA is awarded this license agreement, SMA seeks to invest a dedicated $500,000 to build and program the displays and fixtures that would be utilized for both standing and rotating exhibits. The exhibit space would be operated and maintained by SMA.
SMA will seek the partnership of local community
stakeholders to loan artifacts from their collections and provide curation of the subject matter.
For consideration, SMA would engage SMPC, The Santa
Monica History Museum, and local residents with a passion for our community’s rich history.
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Aerial Adventures & Exhibit Space – View from over boardwalk Item 5-E
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Aerial Adventures & Exhibit Space – View from over boardwalk Item 5-E
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Ropes Courses & Climbing Tower – inspirational
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Aerial Adventures & Exhibit Space – View from over boardwalk Item 5-E
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Aerial Adventures & Exhibit Space – View from over boardwalk Item 5-E
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Aerial Adventures & Exhibit Space – View from over boardwalk Item 5-E
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Exhibits – inspiration: Santa Monica Pier History Museum pop-up at Pier 360 Item 5-E
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Additional Services:
Refreshment Stand
Understanding participants on the obstacle courses will need hydration and refreshment, SMA recommends space for a
refreshment stand offering items such as lemonade, snacks, and water.
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Additional Services:
Multi-media Souvenir
Working through an existing vendor relationship, SMA will develop a photo and video redemption opportunity where
guests can purchase a photo or video of themselves on the obstacle courses.
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Licensee’s Minimum Qualifications
Over the 28 years of operation on the Pier, SMA has exhibited a proven track record for safety, regularly undergoing state inspections from CalOSHA. SMA’s staff are required to complete safety and training exercises on a weekly basis with senior staff members participating in enhanced safety programs and seminars every year.
SMA has been a close partner to both the City, pier tenants, and SMPC during times of prosperity, but also challenging times such as the recent Covid-19 related closures. SMA leadership has played an integral role in the pier community by way of the Santa Monica Pier Lessees Association (SMPLA) and has exhibited a commitment to providing equal access, representation, and opportunity to all pier businesses no matter how large or small.
SMA meets and exceeds expectations for staffing meeting all state provided regulations on scheduling, compensation, and training for employees.
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Commitment to Community
SMA will leverage existing relationships with schools, community groups, after school programs to offer exclusive discounts and free programming for organizations that serve local children and their families.
Past successes include hosting fundraising events such as PAL-a-palooza and Pier del Sol as well as major fundraising events for many westside schools.
SMA will include the offerings at Santa Monica Aerial Adventures in our existing outreach to schools, camps, and group tour operators.
Programing, discounts, and access specifically for local students, afterschool programs, and underserved youth will be explored.
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Capital Investment
Despite the limited 3-year term, SMA is prepared to invest an estimated $1,250,000 into the activation to execute this hybrid-use concept.
This investment includes the purchase and installation of the ropes courses, design, seating, shade, infrastructure, and the build out of the exhibition space.
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Proposed Rent
SMA recognizes the City is only seeking $10,000/month, or $120,000/year, however, SMA is committed to advancing the pier fund which benefits all pier users by offering
$25,000/month base rent. In addition, SMA is proposing an additional percentage rent of 10% of every dollar earned in the space above $1M. No carveouts are being requested for this additional rent. We project that the total financial benefit to the city to be in excess of $1.5M before preparations begin for the Olympics.
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Transition Plan
Procuring the climbing apparatus and exhibit fixtures is expected to take several months.
So that the space is not sitting vacant, SMA commits to working with the current tenant to provide a transition timeline that supports their plans for relocation.
This plan would include sponsorship of the existing business to offset their expenses while it remains open to students on the Santa Monica Pier.
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Tickets & Offerings
• Based on research from similar locations in Southern
California, a ‘Ropes Corse’ experience is typically priced at $10-15 per guest for an experience lasting 15-45 minutes • The climbing structure will be priced accordingly at $15 per guest based on a survey of similar climbing attractions in the region
• Attractions will be offered a-la-carte or as a package with the other climbing apparatus
• Combination tickets, including tickets packaged with other pier attractions, will be explored
• In addition to the apparatus, refreshments and
merchandise will be offered in the space based on visitor demand
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Thank you!
This presentation represents an idea that we hope inspires the selection committee. Once our experienced team has more time to fully develop this into an actionable plan with collaboration from our colleagues and partners on the pier and in the city, we hope to incorporate more input and opportunities. We have yet to flush out these concepts or start incorporating feedback from you and other pier stakeholders. If approved, SMA would be dedicated to evolving these concepts with the guidance of SMPC and Economic Development.
On behalf of the entire team at Santa Monica Amusements, we appreciate the chance to bid on this very important footprint located in a key spot adjacent to Pacific Park. We are hopeful that our concepts will receive consideration. We are available at anytime to address any questions, concerns, or ideas.
- Jeff Klocke
Vice President & General Manager
Santa Monica Amusements
310-428-8905
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