SR-802-011 (8)
RMD:EDD:EB:F:\RESOURCE\SHARE\STAFFREPORTS\KidsPlay.doc
Council Meeting: April 22, 2003 Santa Monica, California
To: Mayor and City Council
From: City Staff
Subject: Agreement between the City of Santa Monica and Kids Play to Promote,
Book and Monitor Special Events at the Santa Monica Pier Carousel
INTRODUCTION:
This report recommends that the City Council authorize the City Manager to negotiate
and execute a one-year service agreement with Kids Play to promote, book and
monitor special events at the Santa Monica Pier Carousel.
BACKGROUND:
In December 2002, the City of Santa Monica solicited proposals from interested and
qualified event coordinators to perform a variety of administrative, operational, and
marketing activities for promotion of the Santa Monica Pier Carousel as a location for
private, and semi-private special events and film shoots. Private parties and
commercial uses are scheduled prior to, or after, the carousel?s public operating
hours. The carousel has become a popular location for weddings, Bar Mitzvahs, non-
profit fundraisers, and other events, and has been the backdrop in many television
and motion picture productions.
Compensation to the selected booking agent will be provided through the payment of
a coordination fee equaling fifty (50%) of the rental fee for special events and filming
held at the carousel, plus reimbursement of pre-approved marketing materials, mailing
expenses and supplies. The coordination fee as proposed is reasonable in
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relationship to the services the contractor is providing, and the limited income potential
as rental rates have been set by City Council to encourage the use of the facility by
residents and not for profit organizations. Custodial charges, reimbursable security
fees, and cancellations are excluded from the coordination fee.
The RFP was advertised in the Los Angeles Times, the City?s website and
disseminated through direct mailings to persons on the City?s interested-parties
waiting list.
DISCUSSION:
The City received two proposals from prospective booking agents, Kids Play
Marketing, the current booking agent for the Santa Monica Pier Carousel, and
Playland Concessions, Inc.
An evaluation committee consisting of members of the Economic Development staff
reviewed both proposals based on the published criteria and determined that the Kids
Play proposal demonstrated greater proficiency in event coordination, customer
service, and marketing. Kids Play?s background encompasses over thirty years of
experience in special events and customer service. In addition, Kids Play has
satisfactorily performed as the current booking agent for the Santa Monica Pier
Carousel since August 2001. Playland Concession?s background and experience
centered on food and amusement concessions and their proposal lacked a description
of event booking and marketing experience. Staff recommends selecting Kids Play to
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continue to operate as the carousel booking agent under a one-year service
agreement to commence July 1, 2003.
A recommendation to proceed with selection of Kids Play was approved by the Pier
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Restoration Corporation Board of Directors at its March 5 2003 meeting.
Budget/Financial Impact:
Revenues net of commission will be reported in Account Number 30625.402030.
Revenue is accounted for in current projected fiscal year 03/04 budget.
Recommendation:
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a service agreement with Kids Play to promote, book and monitor special
events and filming at the Santa Monica Pier Carousel under a one-year service
agreement to commence July 1, 2003.
Prepared by: Jeff Mathieu, Director of Resource Management
Mark Richter, Economic Development Manager
Elana Buegoff, Senior Administrative Analyst
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