SR-6-J (44)
(oJ
F \RESQURCE\SHARBGWENSH\STAFREPT\TSPBANRS WPD NOV '0 1G~..;
Council MeetIng November 10,1998 Santa Monica, CalifornIa
TO Mayor and City Council
FROM City Staff
SUBJECT Recommendation to Authorize Expenditure not to exceed $91,550 to
Reimburse Bayslde District CorporatIon for Purchase of Holiday Decor and
Promenade Art Banners
Introduction
ThiS report recommends that the City CouncIl authorize an expenditure not to exceed
$91,550 to reimburse Bayslde Dlstnct Corporation for the purchase of new Holiday Decor
and Promenade Art Banners Funds are available for thiS purpose out of proceeds
remaining In the Mall Certificates of PartiCipatIon Restricted Cash Account (Mall COP
Fund)
DISCUSSIon
Holiday Decor'
The Bayslde Dlstrrct Corporation (BDC) and Bayslde merchants have traditionally created
a festive, holIday atmosphere through extensive decoration and programming on the Third
Street Promenade dunng November and December The purpose of these efforts IS to
showcase the Third Street Promenade as a communIty gathering place, particularly dUring
the hohday season, and to promote a VIbrant retail sales environment PrevIous holIday
decor plans have consisted of holiday banners and, over the last two years, a Holiday Tree
1 W
NOV 1 0 1&...,
located In the 1200 Block ofthe ThIrd Street Promenade (near Wilshire) The BOC has
also sponsored a senes of community concerts throughout the season, reflecting vanous
seasonal traditIons, Including Chnstmas, Hanukkah, and Kwanzaa
The old Third St Promenade holiday decorations, which consisted of hollday-themed
banners, have faded and are no longer serviceable Over the past 2 years, BDC used a
large tree rather than the old decorations BOC IS concerned, however, that continued
use of harvested trees as a central decor feature could be seen as Inconsistent with the
CIty's sustalnablllty gUidelines BDC decIded to return to the concept of re-usable
decorations and Identified firms specializing In such decor
BOC has commIssIoned a senes of mesh fabnc sculptures with a sea-life theme which
Incorporate lighting elements and would be hung from City light poles, and overhanging
arches at the entrances of each block of the Promenade Rather than fOCUSIng attention
on one block as did last years' Holiday Tree program, these decoratIons Will be placed
throughout the Third Street Promenade They are expected to last a minimum of three
years
The base prrce ofthe Hohday Decor IS $125,000 Installation, freIght, sales tax, storage
and cleaning over the first three-year penod IS an addItional $68,400, for a total of
$193,400 BDC IS committing $123,000 from vanous sources Including tts annual budget,
Central Business District funds, and private sponsorships, leaVing a $70,400 shortfall
2
Since operational costs such as freight, storage, installation and cleaning are not eligible
for reimbursement by Mall COP funds. the $70,400 requested herein would be applied
toward the purchase price of the HOliday Decor and not toward those charges
In addition to these decorations on the Promenade, the balance of the Downtown, as well
as the Pier and Main Street areas. Will continue to feature the annual hand-printed art
banner program as desIgned by Laddie John Dill and Santa Momca College art students
Promenade Art Banners
In 1989, two sets of banners for the Third Street Promenade were commissioned by the
Santa Monica Arts Commission The 6' x 6' banners, 36 In all, were created by artist
Michael McCall and fabncated by AM Flag and Banner In coordination WIth the artIst
Both sets of banners were very well received In the community, and although their anginal
life span was estImated at three years, they have been In constant use for nine years,
rotating from season to season They are now In poor conditIon, With faded colors and
fraYing fabnc
Replacement of the banners as onglnally deSigned was reviewed by the Arts Commission
on August 6, 1998 The artist, Michael McCall, has agreed to replace the banners uSing
the same artwork and fabncator for a cost of $28,650, IncludIng fabrication, sales tax. and
artist's fee BDC Will contribute $7,500 to the cost of fabrication, leaVing a shortfall of
$21,150 Installation, removal, cleaning, repair and storage IS funded annually as part of
3
BOC's budget
BudgetlFlnanclallmpac1
The shortfall to purchase both the Promenade Art Banners and the Holiday Decor IS
$91,550 The expenditures will be funded out of available resources In the Mall
CertIfIcates of ParticipatIon Restrrcted Cash Account # 01-000-000-00000-9420-00184,
which currently has a residual balance of $326,667 Over the years, this account has
been used to fund certaIn capital Improvements within the Bayslde Dlstnct, IncludIng
slgnage and Improvements to the downtown parking structures Approval of the
recommended expenditure would require an Increase In the amount budgeted In CIP
Account # 01-720-263-20094-8900-99044 If approved, City staff would review
documentatron supplied by BDC. verrfy the final amounts of reImbursement requested,
and approve appropnate reImbursements up to the authonzed amount
Recommendatron
Staff recommends that Council authorrze an expenditure not to exceed $91,550 to
reimburse Bayslde Dlstnct Corporation (BDC) for the purchase of Holiday Decor and
Promenade Art Banners and approve the Increase In the budgeted authonzatlon for
CIP Account # 01-720-263-20094-8900-99044 by $91,550
Prepared by Jeff Mathieu, Director. Resource Management Department
Howard Robinson, Economic Development DIvIsion Manager
Gwen Pentecost, Sr Admin Analyst, EconomIc Development Dlv
4