SR-802-001-02
RMD:EDD:MR:EB:F:RESOURCE/STAFFREPORTS/Carouselfeestffrpt revised 7/15/02.doc
Council Meeting: August 13, 2002 Santa Monica, California
TO: Mayor and City Council
FROM: City Staff
SUBJECT: Resolutions To Amend Resolution #7228 Revising the Carousel Ride Fee
and Resolution #8000 (CCS) Revising the Fee Schedule for Rental of the
Carousel
INTRODUCTION
This report recommends that the City Council adopt the attached resolutions amending
Resolution #7228 to revise ticket prices for the Santa Monica Pier Carousel, and
Resolution #8000 (CCS) to revise the fee schedule for private rental of the Santa
Monica Pier Carousel.
BACKGROUND
Since the restoration of the carousel in 1980, the City has actively pursued programs to
expand public use of this unique community facility while generating additional revenue
to be used towards the carousel?s continued operation and maintenance. In June of
1986 the City Council adopted Resolution #7228, revising the ticket price for carousel
rides from $0.25 to its present fee of $0.25 for children and $0.50 for adults. In March of
1990 the City Council adopted Resolution #8000 (CCS), revising the fee schedule for
the private rental of the carousel. The carousel user fees authorized by Resolution
#8000 ranges from $20 per hour for semi-private parties to $180 per hour for
commercial events.
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At the November 27, 2001 City Council meeting, Council approved an agreement with
Roth Management Company to manage and maintain the carousel. Taking into
consideration the rising costs associated with operating and maintaining the carousel,
Council directed staff to investigate adjusting the carousel fees as a means to partially
offset the cost of the carousel operations.
City staff thoroughly analyzed the carousel ticket and rental fee structure and proposes
that the ticket prices and rental fees be adjusted to more accurately reflect the rising
operational and maintenance costs, while remaining competitive with ticket prices and
rental rates of comparable facilities.
DISCUSSION
Proposed Carousel Ride Fee:
Santa Monica Pier Carousel currently maintains the region?s lowest carousel ticket rate
at $0.25 for children and $0.50 for adults, compared with other carousels, whose ticket
prices range from $1.00 to $3.00 per ride (attachment D ? Ticket Price Survey). Staff
recommends that the differentiation between child and adult tickets continue but that the
price be adjusted to more closely align with ticket prices of other carousels surveyed.
Proposed ticket prices for children would increase from $0.25 to $0.50, adult ticket
prices (15 years of age and older) would increase from $0.50 to $1.00, and that children
five years of age and under would ride for free if accompanied by a ticketed adult. The
proposed rate will remain the lowest in the region.
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Carousel Events and Filming Fees:
The carousel has become a very popular location for family gatherings, party rentals
and filming; however operational and administrative costs required to make the private
rental of the carousel possible have increased substantially while the use fees for the
private rentals established by Council in 1990 have not.
The current fees for use of the carousel for private and semi-private events depends on
the type of organization (i.e. non-profit or commercial), the type of event (i.e. holiday
party, product promotion or photo shoot), the duration of the event as rental rates are
charged on an hourly basis, and in the case of non-profit groups, the number of
employees (see attachment C - Current Carousel User Fee Schedule). A semi-private
event is a party held in the carousel building during regular operating hours with the
carousel remaining open and accessible to the public.
Staff has worked with event and location professionals to determine an appropriate
rental rate given (1) the City?s costs to operate the facility including staffing, janitorial
and maintenance costs, (2) the City?s desire to keep the facility affordable for use by
residents and non-profits groups, and (3) the pricing of comparable rental venues and
filming locations in the area.
Survey results indicated that the carousel rental rates were considerably lower than
those charged at comparable venues. For example a 6-hour wedding reception with
150 guests at comparable venues range from $1,200 to $6,500, while the carousel
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currently rents for $562 (fee includes City permit and staff to operate the carousel).
Likewise, while other comparable motion picture and still filming locations charge
between $2,500 and $10,000 per day, the City charges for an 8-hour day $810 for a
commercial still photo shoot, and $2,120 for motion picture filming (fees include City
permit and staff to operate the carousel). Moreover, the rental rates charged to
individuals and non-profit groups per hour are less than the City?s hourly cost of
providing the facility.
Staff proposes that the rental rates charged for private events and filming be brought in-
line with the pricing of comparable venues, and that the carousel be maintained as an
affordable venue for individuals and non-profit groups by employing a tiered ?discount
rate?. Staff is not proposing an increase to semi-private children?s parties.
Proposed rates are summarized as follows:
PRIVATE EVENT
# of GuestsRental Per Hour*20% Discount**35%
Discount
1-99$200 $160$130
100-199$280 $224$182
200-299$335 $268$218
300-399$400 $320$260
400-499$450 $360$293
500 +$525 $420$341
Deck$65 $52$42
*Discount given to midweek and off season parties
**Discount given to midweek alcohol-free parties hosted by non-profit groups
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SEMI-PRIVATE EVENT
# of GuestsRental Per Hour *25% Discount
(plus $100 permit)
1-99$60 $45
100-199$75 $56
200-299$100 $75
Deck$40 $30
*Discount given to non-profit groups and to midweek and off season parties
CHILDREN'S PARTY RENTAL (Semi-Private)
# of GuestsRental Per Hour
1-30$20 /hr. + $100 permit
Staff is proposing no change to the rental fee for semi-private children?s parties.
FILMING
Rental Per Hour***35% Discount
Type
Commercial Film$350$228
Commercial Stills$250$163
*Discount given to Non-Profit groups and Students
**additional fees may apply
i.e.: If carousel is closed during public hours, company will be required
to provide public w/ ride tickets redeemable for a later date.
Shoots after midnight will be assessed additional carousel staff charges.
The City will not charge itself for the use of the carousel for public special events.
Other fees presently charged to the participant include a custodial fee of approximately
$16 per hour. The City employs an outside custodial service to maintain the facility and
passes through this fee directly to the participant. The actual custodial fee charged may
vary based upon the type of party participation numbers and the extent of clean-up
required.
In addition, staff proposes that the refundable security deposit for private events and
filming be increased from the current flat fee of $250 to a minimum of $500. The actual
amount of deposit collected may vary based upon the type of event, participation
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numbers and the potential for damage to the facility. Refundable security deposit for
semi-private events (for example children?s birthday parties) will remain unchanged at a
$100 flat fee.
BUDGET/FINANCIAL IMPACT
It is anticipated that for FY 02/03 the proposed fee increases will generate an additional
$26,062 ($7,734 in ticket revenue and $18,328 in rental revenue) for revenue account
no. 30625.402030.
RECOMMENDATION
In consideration of the increased costs of operation, administration and maintenance of
the carousel, and the City?s desire for the carousel to remain a reasonably priced
entertainment and event option for residents and non-profit groups, staff recommends
that City Council adopt the attached carousel ticket price and rental fee resolutions and
increase budget amount at account no. 30625.402030 by $26,062.
Prepared by:
Jeff Mathieu, Director of Resource Management
Mark Richter, Economic Development Manager
Elana Buegoff, Sr. Administrative Analyst
Attachment: A. Resolution to Amend Resolution #7228
B. Resolution to Amend Resolution #8000
C. Current Carousel User Fee Schedule
D. Carousel Ticket Price Comparison
Attachment C
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Current Carousel User Fee
Event Category CurrentRental Fee
Private $77/hr. + $100/day permit
Semi Private $20/hr. + $100/day permit
Non-Profit $47/hr. permit fee waived
(under 50 employees)
Non-Profit $86/hr. + $250/day permit
(over 50 employees)
Corporate/Company $86/hr. + $250/day permit
Commercial $180/hr. + $500/day permit
City of Santa Monica $86/hr. + permit fee waived
Children?s Party $20/hr. + $100/day permit
Semi-Private
Carousel Deck Rental $10/hr.
Film Category Current
Rental Fee
Commercial Films $140/hr. +$1,000/day permit
Commercial Stills $70/hr. + $250/day permit
Non-Profit/Student Films & Stills $20/hr. + permit fee waived
Attachment D
Carousel Ticket Price Comparison
Ticket Price
Santa Monica Pier Carousel $0.25 child, $0.50 adult
Griffith Park Merry-Go-Round $1.00 per ride
Burbank Media City Center $1.50 per ride
Pier 39 Venetian Carousel, San Francisco $2.00 per ride
Yerba Buena Gardens Carousel (Moscone $2.00 per ticket - two rides per ticket
Convention Center, San Francisco)
Coney Island Carousel, NY $2.50 per ride
Santa Cruz Beach Boardwalk Carousel $3.00 per ride
Proposed Santa Monica Pier Carousel $0.50 children (ages 6 ? 14)
$1.00 adults (ages 15+)
Free - children 5 and under accompanied by a
ticketed adult
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