SR-106-025 (10)
e _
~ City of
Santa Moniea@
City Council Report
City Council Meeting: August 8,2006
Agenda Item: '6 E
To:
Mayor and City Council
From:
Martin Kennerly, Acting Director, Resource Management Director
Subject:
Approval of Santa Monica Pier Restoration Corporation 2006-07 Budget
and Work Plan
Recommended Action
This report recommends that the Santa Monica City Council approve the Budget and
Work Plan for FY 2006-07 submitted by the Santa Monica Pier Restoration Corporation.
Executive Summary
The Santa Monica Pier Restoration Corporation (SMPRC) has proposed a balanced
budget for FY 2006-07. Revenues are proposed to be $674,100. Sources of revenue
include a grant from the City in the amount of $422,200, plus additional revenues from
sponsorships, special events, filming, promotions and licensing. Expenditures total
$674,100. The major expenditure categories are for administration (48%), operations
(9%), professional services (3%), marketing (4%) and special events (36%).
Discussion
In November 1983, Council created the SMPRC as a non-profit, public benefit
corporation to oversee the reconstruction and revitalization of Santa Monica Pier
following severe storm damage during the preceding winter. The responsibilities and
1
authority of the SMPRC were set forth in a Services Agreement originally approved by
City Council in December 1985, and modified in December 2000. The current Services
Agreement was approved in March 2004, and supersedes all previous agreements.
Under the terms of the current Services Agreement, the SMPRC is charged with the
development of programs and activities for the promotion and marketing of the Pier; the
management of sponsorship and licensing programs generating revenue to support its
activities; the review and approval of leases and licenses for use of the Pier consistent
with leasing guidelines approved by Council; and the preparation of an annual business
plan and budget setting forth the goals and objectives of the SMPRC for each ensuing
fiscal year, subject to approval by Council.
In accordance with Section 4.2 of the Services Agreement, the SMPRC submits for City
Council approval an annual operating budget and work plan for the implementation of
programs and activities for which the SMPRC is responsible.
A budget summary for FY 2006-07 and comparison to Council Approved FY 2005-06
budget is as follows:
REVENUES FY 05-06 FY 06-07 % Var FY 06 % of total
vs. FY 07
City Funding $412,200 $422,200 2.43% 62.63%
Sponsorship $57,600 $57,600 0% 8.54%
Promotions $36,000 $42,000 16.67% 6.23%
Filming $98,000 $75,000 -23.47% 11 .13%
Special Events $18,000 $75,000 316.67% 11.13%
Licensing $2,000 $2,300 15.00% 0.34%
Total Revenues $623,800 $674,100 8.06% 100%
2
EXPENDITURES FY 05-06 FY 06-07 % Var FY 06 % of Total
vs. FY 07
Administration $301,900 $323,000 6.99% 47.92%
Operations $55,170 $67,683 22.68% 10.04%
Professional Servo $12,600 $23,000 82.54% 3.41%
Marketing $35,017 $31 , 11 7 -11.14% 4.62%
Events $219,113 $229,300 4.65% 34.02%
Total Expenditures $623,800 $674,100 8.06% 100%
The proposed SMPRC FY 2006-07 budget of $674,100 represents an overall increase
in revenue of by 8.06%, attributable to a $10,000 increase in funding from the City from
the previous fiscal year, and a net proposed increase in income from promotions,
special events, filming and licensing in the amount of $40,300.
Total expenses for Fiscal Year 2006-07 are projected to also increase by 8.06% from
the previous year's budget. This increase is primarily attributed to cost of living
adjustments and benefits for staff ($21,100), 2006 Twilight Dance Expenses ($18,000),
legal services and audit services ($10,400), equipment rental and purchase ($10,400),
and website hosting services ($4,000). Expenses were offset by savings in printing and
fabrication ($8,000), reduction in special event costs including Twilight Dance 2007
($7,813), and a reduction in corporate insurance premiums ($5,000).
The annual Work Plan corresponds to the 2006-07 SMPRC Budget outlined above and
continues to maintain the new direction and operational goals established by the
SMPRC in Fiscal Year 2003-4 which emphasized the production of community- focused
events, promotion and preservation of the historic character of the Pier, and the
enhancement of educational opportunities. Of note is PRC's calendar of special events
which is proposed to expand to a "season at the Pier" and include, in addition to Twilight
3
Dance, Santa Monica Drive-In, Taste of Santa Monica, Special Olympics "Pier del Sol",
and Resolution Festival, a new "Wake Up the Waves" program on Saturday mornings
for youth. The Work Plan also describes PRC's focus on the Pier Bridge and Ramp,
seeking development for 370 Santa Monica Pier and 250 Santa Monica Pier, and
continued study of expanded parking operations and a prototype beach tram service.
Board Action
The SMPRC Board of Directors approved the Budget and Work Plan for FY 2006-07 at
its meeting held on June 7, 2006.
Budaet/Financiallmpact
Approval of the Budget and Work Plan imposes no additional budget or financial impact
on the City. City funding for the SMPRC in the amount of $422,500 is included in the
City's FY 2006-07 Adopted Budget at account # 30625.577300.
Prepared by:
Elana Buegoff, Sr. Administrative Analyst
Approved: Forwarded to Council:
Attachments: SMPRC Proposed Budget FY 06-07
SMPRC Proposed Work Plan FY 06-07
4
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SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2006 - 2007
7/14/06
7/14/06
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2006 - 2007
Table of Contents
Page number
SMPRC Mission Statement
2
SMPRC Roles and Responsibilities
2
Executive Summary
3
Pier Operations
9
Administration
13
Marketing
17
SMPRC Board and Staff
24
SMPRC Mission Statement
To preserve and enhance the pleasure pier experience for people of all ages and
for future generations.
SMPRC Roles and Responsibilities
The Santa Monica Pier Restoration Corporation is a 501 c3 non-profit public
benefit corporation which operates under its Services Agreement with the City of
Santa Monica, dated April 21,2004 (a replacement for prior agreements dated
January 27,2001 and December 2, 1985). The City and the SMPRC entered
into the agreement for the purpose of governing certain operational and
managerial functions. Under the Services Agreement, the SMPRC has
responsibility for overseeing the day-to-day operation of the Pier, marketing and
promoting the Pier, advocating for projects, protecting the Pier as a historic
public resource and performing the duties specified in the annual work plan.
These responsibilities include:
. General Planning
. Marketing
. Sponsorship and Event Underwriting
. Licensing
. Special Event Management
. Event Production
. Filming
. Community Outreach and Education
The SMPRC works closely with the City of Santa Monica, Tenants and the public
on issues of concern related to the management and operation of the Pier. It
also makes recommendations to the City with respect to:
. Parking and Traffic Circulation
. Maintenance
. Capital Improvements
. Leasing and Development
. Public Space Use
Balancing administration with advocacy, the SMPRC provides the vital function
of daily management and facilitation of the many activities, uses and projects
that take place on the Santa Monica Pier. The SMPRC works to enhance the
experience of Pier visitors while balancing the needs and goals of the City and
Pier businesses.
7/14/06
2
Executive Summary
Overview
The Santa Monica Pier Restoration Corporation (SMPRC), a non-profit public
benefit corporation, was formed in 1983. The Pier suffered enormous damage
as a result of storms in the winter of 1983/84. The SMPRC was formed for the
purpose of assisting the City in the rehabilitation, preservation, protection,
development, operation and management of the Pier. A Board of Directors
whose members are appointed by City Council governs the SMPRC.
The Santa Monica Pier Development Plan, a two phase plan prepared by the
SMPRC, was adopted by City Council in 1988. Since that time the SMPRC, in
cooperation with the city, has overseen the successful implementation of all
feasible elements of the plan. Accomplishments include the Phase 1 goals of an
amusement park, revitalized restaurants and increased commercial vending
opportunities. Public and private investments of over $50 million have been put
into rebuilding and maintaining the Pier. Throughout this process, an effort was
made to balance the requirements attendant to the diverse uses on the Pier. The
Pier is a unique public recreational and commercial mixed-use venue. It is a
destination for more than 4 million local, domestic and international visitors each
year.
Prior to 1996, the SMPRC's focus was on rebuilding and developing the Pier.
From 1996 until 2002, the SMPRC shifted its focus from development to
improving operations and services, enhancing public amenities, marketing,
corporate sponsorship and special events. Due to multiple unexpected factors,
the corporate sponsorship program did not meet expectations. In November of
2001, the Board of Directors established a new direction for the SMPRC which
de-emphasized corporate sponsorship and called for the production of more
community-focused events, increased community outreach, enhancement of
educational opportunities and preservation of the Pier as a unique historic public
resource. Implementation of the new direction began in the summer of 2002
with internal restructuring of staff, re-prioritization of goals and responsibilities
and a shift in operation philosophy.
Today, the Santa Monica Pier is increasingly popular with both locals and
tourists alike. The Pier is a community gathering place with regional, national
and international prominence. Quality events, dedicated and active tenant
operations and extensive media exposure have solidified the Pier's place as one
of California's great assets. The redevelopment of the Santa Monica Pier, which
began in the 1980's, has been extremely successful. The visitor base continues
to diversify and visitor numbers rival those seen in the 20's and 30's, the heyday
of pleasure piers in Santa Monica Bay. With dedicated business operations and
a full calendar of annual events the Pier is successfully transitioning from a
traditional "summer" destination to being recognized as a year-round destination,
7/14/06
3
with a large crowds frequenting the Pier on all good-weather weekends
throughout the year.
Over the course of the last seventeen years, the goals and projects outlined in
the redevelopment plan adopted by City Council in 1988 have been carefully
researched and implemented with many significant projects fully realized,
including a new amusement park, successful restaurant operations, and a
vibrant midway. In addition to commercial revitalization, several significant
infrastructure projects are either currently underway or in the final planning
stages: substructure rehabilitation, central restrooms and the Pier Bridge and
Ramp project. Finally, the return of boating activity, proudly announced in the
historic Pier arch, is once again gaining momentum with the creation of a new
commercial leasing opportunity for development of an elevated gangway and
sustainable harbor boat services. Given the successful implementation of many
redevelopment projects and the natural changes that occur during the passage
of nearly twenty years, the Pier has arrived at a pivotal moment that requires a
renewed sense of care and attention. With this in mind, the SMPRC has
undertaken the process of reviewing current operations with the goal of crafting a
renewed vision for the future that reaffirms of fundamental goals outlined in the
Pier Development Plan. For 06/07 the SMPRC will continue to coordinate the
process of developing a vision for the future that ensures the preservation of the
Pier's unique character and history and fosters future economic and operational
sustainability.
Current Programs and Projects
The focus of SMPRC efforts fall into four categories: Events, Community
Outreach, Capital Improvement Projects and Historic Preservation.
Events
The annual calendar of events on the Pier has been thoughtfully expanded to
build on the success of long-standing events like the Twilight Dance Series and
expand the definition of "season" on the Pier. The Santa Monica Drive-In at the
Pier started in 2003 with four movies in August. Since that time the event has
successfully expanded to include the entire month of September, turning the
corner at Labor Day and carrying the momentum of summer on into the Fall. To
complement the outdoor movies and further compliment year-round activities on
the Pier, a new youth focused music series will be launched in September of
2006. Tenatively called "Wake up with the Waves" this series will take place on
Saturday mornings in September and October. Featuring a variety of music and
performance for youth of all ages, the performances will feature bilingual
presentations, sign-language translations and opportunities for multi-modal
learners to access the experience.
7/14/06
4
In addition the Pier has become the official site for several high-profile annual
events including Taste of Santa Monica and Special Olympics "Pier del Sol", The
Resolution Festival, the Santa Monica Classic and ADA Tour de Cure. In
addition, local partnerships will continue to produce several cultural events
including a fall music education program in conjunction with the Madison Theater
Project; and "Celebration for the Arts" our spring arts festival produced with the
Santa Monica Malibu Education Foundation.
With the acquisition of a portable stage in 2005 the SMPRC is now able to offer
a small but valuable list of core event support services. Rental of the stage,
crowd control barricades and pop-up tents has resulted in improved customer
serv'ice and increased ease of event production on the Pier. Further, the quality
and flexibility of events produced in-house has increased while overall production
costs have decreased.
Community Outreach
With over 4 million visitors per year, the Pier provides an excellent platform for
sharing information, raising awareness and seeking public support. The Pier
regularly hosts non-profit organizations, providing space and operational support,
as available, for press conferences, public awareness campaigns and
fundraising efforts.
Pier JAMS, the Junior Acoustic Music Series, was launched in the Fall of 2002.
Featuring student groups from local and regional schools, the program continues
to grow in popularity and provide a showcase for talented youth. On a regular
basis, jazz bands, dance groups, orchestras, and a cappella singing groups have
performed for free to delighted Pier visitors.
Recognizing the importance of the Pier to the community, the SMPRC regularly
engages the public in the matters relating to the Pier. From the Twilight Dance
Series poster design contest and surveys regarding matters effecting the Pier to
an open-door office policy that fosters regular discourse regarding a wide variety
of operational and public use issues, the SMPRC encourages and benefits from
diverse opinions and new ideas.
To further foster open communication the SMPRC launched an email based bi-
weekly newsletter in the spring of 06 called, "Beyond the Pier Sign", The
newsletter includes a calendar of events, updates on Pier activities and one
feature article focusing on the Pier community.
7/14/06
5
Capital Improvement Proiects
The SMPRC continues to advocate and support a number of important capital
improvement programs on the Pier. Currently four projects are considered high
priorities for 06/07.
Pier Bridge and Ramp
SMPRC maintains that the highest priority for improving operations and
accessibility is to complete the Pier bridge widening and the ramp to 1550 PCH
parking lot. This will greatly improve the quality of the Pier visitor experience and
benefit adjacent residences and businesses. The SMPRC Board continues to
vigorously advocate for the completion of this project. The completion and
publication of the EIR has been delayed for over a year. The SMPRC Board will
continue to relay the importance of this vital infrastructure project and advocate
for timely execution.
Pier Structural Rehabilitation
With Phase One and Two successfully completed 06/07 will include the fiscally
attainable portion of Phase Three. Due to increasing construction costs, the full
scope of Phase Three as originally planned has been scaled back to address
core areas, allowing for a comprehensive assessment of current conditions to
facilitate future work. The SMPRC will continue to work closely with City Staff to
manage construction schedules in order to minimize the impact on Pier visitors
and businesses, while ensuring that the work is completed in a timely manner,
Central Plaza Multi-use Facility
The SMPRC Board developed and approved a new Central Plaza Multi-use
Facility that marries the uniqueness of the Pier and the need for additional
restrooms with valuable retail and storage space for food and vendor carts. The
project incorporates Sustainable City Goals with energy generating solar panels,
a wind turbine tower feature and efficient restroom facilities that will meet the
demands of the large crowds visiting the Pier. The addition of a small retail
space along the Pier walkway ads an attractive face to the much-needed
additional restrooms. This project remains a top priority for the SMPRC.
250 Santa Monica Pier
Due to the prolonged period of time that the building has remained unoccupied, it
is in need of basic repairs and infrastructure upgrades. The SMPRC board has
advocated for a small investment in upgrades to preseNe the building and
improve the marketability of the location for potential tenants.
7/14/06
6
Historic Preservation
Now in its 23rd year of operation, the role of the Santa Monica Pier Restoration
Corporation has grown to also include historic restoration and preservation. The
SMPRC developed a self-guided history tour in 05/06 which is provided to
visitors and school groups to enhance their experience on the Pier. For 06/07
the tour will be offered in a Spanish language version and the 'historic points of
interest" will be memorialized with markers and brief didactics on the Pier.
Planninq for the Future
Over nearly 20 years the attainable goals and vision outlined in the 1988 Pier
Development Plan have been implemented. During the last year the SMPRC
began the process of a comprehensive review of current status of operations on
the Pier in order to set the stage for future planning. In addition, the SMRPC has
embarked on a series of research trips to other prominent California piers,
wharfs and waterfronts. With the groundwork nearly completed the SMPRC will
undertake a series of focused discussion, public workshops and study sessions
in 06/07 leading to an update of the 1988 Development Plan to reflect the goals
and vision for the next 20-30 years.
New Projects and Programs
During the course of the next year, SMPRC will continue facilitation of existing
programs and pursue the following new programs and projects:
1. Continued advocacy for Pier Bridge and Ramp Project.
2. Continue general oversight of Pier operations.
3. Engage the public in dialog regarding review of the Santa Monica Pier
Development Plan and creation of renewed long-range goals.
4. Assist with coordination and planning of ongoing Pier Capital
Improvement projects,
5. Support issuance of RFQ and subsequent RFP for development and
operation of gangway and limited boat service on west end of the Pier.
6. Secure quality tenancy for 250 Santa Monica Pier.
7. Secure developer for multi-tenant retail space in 370 Santa Monica
Pier.
8. Continue study of expanded parking options, signage improvements
and development of prototype beach tram service.
7/14/06
7
Conclusion
The Santa Monica Pier has continued to thrive with an influx of local and regional
visitors and a return of international tourists. The projects and programs
presented for the coming year will continue the positive direction already
established. In addition, the SMPRC will continue to focus on preservation of
historic character and the balance of responsibilities befitting a local treasure,
regional recreation resource and international icon. Working with City Staff, Pier
businesses and the public, the SMPRC will continue the work of preserving the
pleasure pier experience for all ages and future generations.
7/14/06
8
Pier Operations
Overview
The operation of the Pier is guided by the following long term goals:
· Symbiosis: Maintain the balance of diverse Pier uses and user groups while
advocating for positive growth in accordance with the Santa Monica Pier
Design Guidelines.
. Accessibility: Improve access to the Pier through successful implementation
of the Pier Bridge and Ramp Project and improvements to signage and traffic
circulation.
. Stature: Continue to build awareness of the Pier as a source of community
pride, a national/international historic landmark and a cultural showcase.
. Preservation: Preserve the diversity, history and uniqueness of the Pier.
The City's Resource Management Department is responsible for funding and
managing Pier Maintenance and Pier Leasing. According to the framework ladi
out in the current Services Agreement, the SMPRC provides policy direction for
these functions and participates in the coordination of these efforts.
The SMPRC provides oversight of the many projects, events and activities taking
place on the Pier. Providing this valuable oversight is accomplished through an
informed Board of Directors and through the daily efforts of knowledgeable and
accessible staff who maintain a presence on the Pier seven days a week.
SMPRC staff works closely with City Staff, Pier tenants, and members of the
public to foster open communication, assist with problem solving, and review and
approve projects.
The Santa Monica Pier's success depends on the coordination of diverse
interests and activities. The SMPRC provides this coordination, balancing the
efforts of City Staff, the goals of individual businesses and the interests of the
public in accordance with the Pier Guidelines and the SMPRC Mission
Statement.
Objectives
. To significantly improve access to the Pier through the construction of a ramp
from the Pier to the 1550 PCH parking lot and improvements to the Pier
bridge.
· To advise the City and recommend policy for leasing, maintenance and
operational matters and on other significant projects that effect the Pier.
7/14/06
9
. To work cooperatively with City of Santa Monica departments to expedite
resolution of leasing, maintenance, operational and development issues.
. To maintain excellent communication and working relationships with Pier
tenants and City departments including Resource Management,
Transportation Management, Open Space Management, the SMPD and
Harbor Patrol, and the SMFD with the goal of ensuring that special event,
filming and other operational issues are managed in a safe and coordinated
fashion.
Strategies
SMPRC staff will continue to maintain good rapport with City Staff to identify and
prioritize projects. In addition to daily communication, regular meetings are held
with representatives from Pier Maintenance, Harbor Patrol, SMPD, Resource
Management, Open Space, and Parking and Traffic. The SMPRC Board also
has an active Operations Committee charged with addressing issues related to
public safety, project coordination and parking and traffic.
The SMPRC will actively advocate for visitor-friendly public safety and
accessibility improvements, including the Pier ramp construction, bridge
widening, new restrooms and renewed boat activity. SMPRC staff will continue
to work with City Staff and tenants to ensure that visitor needs are met.
In the area of leasing management, SMPRC staff will cooperate with City Staff to
bring leasing matters to the SMPRC Leasing Committee and Board of Directors.
The Board will continue to participate in the review and approval of new leases,
renewals, issuance of RFP's, the development of new leasing opportunities and
advocate for improved/enhanced property management in accordance with the
Pier Leasing Guidelines and the SMPRC Services Agreement.
Projects
Central Plaza Multi-use Facility
The old central restroom facility adjacent to the Police Substation was
augmented nearly two years ago by a temporary restroom trailer installed
West of the substation. Even with the temporary trailer, the current
restroom inventory is woefully inadequate. The SMRPC Board developed
a new Central Plaza Multi-Use Facility that provides upgraded restrooms,
modest additional retail space, and upgrades to vending cart storage, the
Police Substation and Pier Maintenance facilities. The new central plaza
facility incorporates many City of Santa Monica Sustainable City goals and
compliments the character and whimsy of the Pier.
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250 Santa Monica Pier
The SMPRC board approved a preferred use of "creative, cultural and or
performing arts venue with nonformula retail or food service". In addition,
the SMPRC requested and advocated for funds for basic upkeep and
infrastructure repairs to ensure the continued viability of 250.
Gangway and Boat Access
The SMPRC Board approved a new leasing opportunity that will include
the development of a gangway at the west end of the Pier and the return
of modest boat activity. Boating operations will incorporate sustainable
"green harbor" practices and offer services such as water taxis, sport
fishing, whale watching and Santa Monica Bay Ocean Environment Tours.
The Board will participate in the issuance of an RFQ and subsequent RFP
for the gangway in 06/07.
Parking Operations
Parking operations for the lots serving the Pier (the Pier deck lot, 1550
and 1440 PCH and Hot Dog-on-a-Stick) are currently managed by a
private parking company under contract with the city. SMPRC staff will
continue to work closely with City Staff to ensure that visitors have easy
access to parking and that filming and special event uses of the lots are
coordinated. Adequate parking continues to be one of the primary
obstacles to successful Pier operations. The SMPRC will continue to
actively pursue parking and public access alternatives for the Pier in 05/06
including shuttle and tram alternatives such as the "Smiley Sand Tram" a
prototype beach tram designed to seamlessly connect Santa Monica's
varied beach assets,
Carousel
The SMPRC Board identified a new potential leasing opportunity in the
Carousel in the form of classic soda fountain. In addition, the SMPRC is
carefully assessing the current performance and potential of birthday
parties and special events in the Carousel. The SMPRC will also continue
advocacy efforts to restore the Carousel buildings original whimsical
facade including period signage and the cupola topping onion dome.
370 Santa Monica Pier
In 2006 the SMPRC Board approved a preferred use for 370 Santa
Monica Pier to include, (to be amended pending June 7,2006 Board
meeting).
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Goals
. To advocate for and effectively participate in the Pier bridge widening and
ramp projects and the implementation of other parking and circulation
improvements.
. To advocate for the timely construction of the new Central Plaza Multi-use
Facility,
. To support the RFP and tenant selection process for the preferred use for
250 Santa Monica Pier.
. To support the RFP and tenant selection process for the preferred use of 370
Santa Monica Pier.
. To continue to provide knowledgeable and accessible staff to manage the
day-to-day activities and long range goals of the Pier.
. To effectively coordinate new construction and capital improvement projects
to mitigate the impacts on regular business and recreation on the Pier.
. To encourage the establishment of an old fashion soda fountain in the
Carousel.
. To support the RFP and RFQ process and return modest boat service
through the development of an elevated gangway and sustainable "green
harbor" operations.
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Administration
Overview
SMPRC staff is responsible for performing a wide range of functions.
Responsibilities include but are not limited to the following:
. Coordination of filming and events
. Development and production of free public events
. Marketing and promotion of the Pier
. Community outreach
. Facilitation and support of Board and committee meetings
. Coordination with city staff on all projects, filming and events
. Regular communication with city staff and Pier personnel
. Maintenance and upkeep of Santa Monica Pier official website
. Response to public inquiries and requests
. Coordination of promotions, press conferences and product sampling
. Creation of policy recommendations relating to public safety, street
performance, parking and traffic, and development
. Street performance monitoring
. Management of SMRPC budget and finances, insurance policies and staff
. Licensing of Santa Monica Pier Sign and official marks and monitoring
compliance with model code of conduct and sweatfree policy.
For 2006-2007 staff will continue to execute the wide range of programs,
services, and policies of the SMPRC. SMPRC staff will continue to work closely
with City Staff, Pier tenants and members of the public to foster open
communication and excellent working relationships.
Objectives
· To provide fiscally responsible management of SMRPC finances.
· To encourage filming and special event activity and provide excellent
customer service through comprehensive and professional conduct.
· To provide effective administrative support for the Board and Committees.
· To maintain open and regular communication with City Staff, Pier tenants and
the public.
· To serve as a public resource for Pier information and activities.
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Strategies
Staff will continue to maintain excellent communication internally and with
various City departments to ensure that it can effectively perform its
administrative duties. Staff will respond quickly, efficiently and in a helpful and
friendly manner to filming and special event clients, Pier tenants, City Staff and
members of the general public. Preparation and follow-up for meetings will be
completed as efficiently as possible.
Programs
Special Event Development
Special events add value to the Pier as a community center, both
financially and through additional exposure gained by event-related PR
and advertising. SMPRC staff will continue to welcome and help
coordinate exciting, venue-appropriate public and private events. To
facilitate filming and event activities, SMPRC staff has developed a
comprehensive film/event guidebook. Initially published in the Summer of
2004, the guidebook is updated regularly and serves as a valuable
resource for staff and filming/event clients,
The Santa Monica Pier is an increasingly popular special event venue,
Staff will continue to work closely with event producers to ensure that
events are conducted in a manner that maximizes public benefit and
minimizes negative impacts.
SMPRC staff participates in an annual citywide special event policy review
to ensure that the guidelines for the Pier protect the rights of the public,
meet the needs of the tenants and create a workable environment for
event production.
SMPRC staff will also continue to provide added value services and
amenities for special events with stage and risor rental, 1 Ox1 0 tent rental,
preferred vendor references and planning and operational support.
Filming on the Pier
Staff will continue its efforts to promote the Pier as a filming location
through the Pier website, in trade publications and through outreach to
location managers and others. Filming activity promotes the Pier as one
of the world's premiere public spaces in a cost-effective and often far-
reaching manner and provides a vital revenue stream. SMPRC Staff will
continue to work closely with City Staff and Pier tenants to ensure that
filming activity is properly managed.
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Dedicated Portable Stage
Purchased in 2005, the Pier's dedicated portable stage has been in
constant demand since it's arrival. The stage is used for the Twilight
Dance Series, Drive-In Movies, Sunday Concert Series and has also been
rented for private events, CD release concerts and film shoots. Staff will
continue to administer the use of the stage and provide on-site support
with a dedicated trained stage crew.
Intellectual Property Management
The SMPRC Board approved licensing rates and guidelines in March
2003. SMPRC Staff will continue to pursue and negotiate licensing
agreements for use of the Santa Monica Pier Sign and official Pier marks.
Multiple licenses have been issued for use of the Pier sign in advertising
campaigns. In addition, the SMPRC has licensed the sale of official
merchandise on the Pier and executed a license agreement with a local
wholesaler. In 2005 the SMPRC Board adopted a Model Code of
Conduct and Sweatfree policy for all licensing activity. The licensing
guidelines and overall program performance will be reviewed and
assessed in 06/07.
Street Performer Monitoring
SMPRC Staff continues to work with street performers and street
performer activists to address concerns, solve conflicts and create a
working monitoring system on the Pier. SMPRC staff works seven days a
week to ensure consistent and regular monitoring. A voluntary voucher
program has been adopted that eliminates confusion over which
performer uses a given location during each rotation period. The SMPRC
office and staff are accessible to performers seven days a week. The
SMPRC acknowledges the importance of street performance and will
continue to facilitate active performing on the Pier.
Goals
. To maximize access to the Pier as a location for commercial filming, feature
films, music and television productions and to do so with minimum
detrimental impact on Pier visitors and businesses.
. To foster street performance on the Pier by providing effective monitoring
services and a regular forum for addressing problems.
. To facilitate the production of world-class events to foster year-round activity
that benefits the Pier and the community.
. To manage the licensing program for the City's Pier service marks and logos.
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. To maintain a current integrated calendar of SMPRC and Pier activities.
. To maximize the use of the Pier's website to communicate events, activities
and Pier resources to potential visitors.
. To operate in a fiscally responsible manner.
. To foster a positive image of the Pier through excellent customer service,
prompt responses to inquiries and accessibility to all people.
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Marketing
Overview
SMPRC's marketing efforts include five interrelated yet distinct focuses;
community relations, special event production, advertising, sponsorship and
event underwriting, and promotions. Community relations efforts focus on
encouraging community involvement, promoting awareness of the rich
educational opportunities on the Pier and fostering a sense of community pride
on the Pier. Special events generate a sense of excitement, attract new visitors
to the Pier and provide a platform for sponsorship and promotions. Advertising
efforts include annual promotional programs, seasonal outreach, event
promotion, cooperative efforts with other local agencies, production of special
interest stories and regular communication with local and regional media outlets.
Event underwriting and promotions provide additional revenue to support
SMPRC marketing and special event efforts.
Objectives
The SMPRC Marketing objective is to promote the Santa Monica Pier as a
unique year-round seaside venue with multifaceted entertainment, educational
and recreational uses. With programs designed to highlight specific
opportunities on the Pier and campaigns promoting the Pier experience as a
whole, SMPRC staff strives to create a consistent message of fun, diversity and
excitement for the Pier.
To achieve this objective, the following items are given careful consideration
throughout all of the SMPRC marketing efforts:
. Recognition of the cultural, economic, and geographic diversity of the
Pier's visitors.
. Coordinating and promoting the diverse uses of the Pier.
. Achieving the most cost-effective return for the resources spent.
. Reducing the "seasonality" of the Pier by expanding awareness and use
of the Pier as a year-round venue.
Strategies
The Pier is a unique and significant regional attraction that both competes with
and complements other regional attractions. SMPRC will allocate its resources
as effectively as possible to achieve its goals and objectives.
1. Maximize marketing resources by partnering, whenever appropriate, with Pier
businesses, special event producers, corporate partners and local agencies.
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2. Maintain an active calendar of events throughout the year that add to the
excitement of visiting the Pier, are attractive to the local community and draw
new visitors.
3. Promote the Pier regularly through public relations efforts, special interest
stories and cost effective advertising.
4. Encourage the involvement of schools in educational activities on the Pier.
Target Markets
SMPRC marketing programs address two general market categories: potential
Pier visitors and commercial clients. There are several target markets in each
category:
Potential Pier Visitors
. Local Santa Monica and beach community residents
. Residents of the Southern California region
. Domestic and international visitors
Commercial Clients
. Travel industry professionals
. Film companies
. Event producers
. Promotion and advertising firms
Programs
SMPRC Marketing will develop and manage the following programs to achieve
its objectives. These programs are partially paid for by city funding but are also
dependent on revenues generated by SMPRC sponsorship and event
underwriting efforts, filming, and special events.
Community Outreach
Among the SMPRC board's long-term priorities is creating a "public
square" concept for the Pier. This priority is addressed though a
community relations program designed to increase community activity on
the Pier
The SMPRC will continue to encourage local organizations to produce
their events on the Pier and to invite community performance groups to
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perform on the Pier. The purpose of these efforts is to continue building
local patronage of the Pier, by attracting groups with local constituents.
New events on the Pier will provide additional opportunities for local
organizations to conduct fund raising and create awareness.
Pier JAMS
The Junior Acoustic Music Series continues to take place primarily on
Saturdays and Sundays throughout the school year. The SMPRC hosts
local student/youth music groups including string quartets, orchestras,
jazz bands, mariachis, traditional music groups representing many
cultures, dance troops and a cappella singing groups. Pier JAMS fosters
positive experiences on the Pier for students and their parents and
provides additional entertainment for Fall, Winter, and Spring weekend
visitors.
Bi- Weekly Newsletter
SMPRC staff will continue to produce and refine the bi-newsletter
launched in March of 2006. Called, "Beyond the Pier Sign" the newsletter
features an events calendar, current activity updates and special interest
stories focused on the Pier community. The newsletter is currently
distributed via email to a dedicated mailing list of roughly 4000 Pier
supporters.
Website Redesign
Identified as an important project in 05/06, the Pier's website,
www.santamonicapier.orQ, has not been redesigned in over seven years.
The web site will receive a fresh look with more services for the public,
including an enhanced event calendar, more information on public
projects, rotating photographs and improved Pier history content.
Twilight Dance Series Poster Design Contest
Launched in the fall of 2002, this contest was designed to foster
community involvement in creating the design and flavor of the various
promotional materials used to advertise the ten week summer concert
series. The 2006 contest was particularly successful thanks to ongoing
relationships with the schools and universities and additional publicity.
Over 106 entries were received and 20 were selected for display on
www.twiliohtdance.oro.whereasecurepollingtolliscollectedvotes.As
this program continues to expand, the SMPRC will explore ways to reward
entrants and display the work in a public forum. As a tribute to the
tremendous response all entrants for 2006 were displayed at Santa
Monica Place Community Focus Gallery during the month of May.
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Santa Monica Pier Education Curriculum
The Santa Monica Pier is an incredible educational resource.
Opportunities for education and study include the ocean and beach
environment, rich history, contemporary events, city planning process,
public safety and police activity, multiple opportunities for math and
science studies with the ferris wheel, roller coaster and inspiring artistic
environments. One of the long-term goals of the SMPRC is to foster
continued development of a Pier-wide education curriculum. Currently,
Heal the Bay, Pacific Park and the Harbor Patrol are engaged in
integrated education programming. The SMRPC will continue to support
and highlight educational opportunities on the Santa Monica Pier, and will
continue to integrate the self-guided historic tour of the Pier presented in
the spring of 2006. For 06/07 the history tour will also be offered in
Spanish and the "historic points of interest" will be marked with didactics
around the Pier.
Community Fundraising
With year-round activities the Pier can provide a reliable platform for local
charities and non-profit organizations to conduct fundraising. The
SMPRC continues to welcome charities and non-profit organizations to
conduct fund raising and public awareness campaigns on the Pier and as
part of special events. This program provides an opportunity to give back
to the community and increase community activity on the Pier.
Special Events
SMPRC manages and produces events throughout the year that appeal to the
Pier's diverse visitor population. Following is a description of the annual events
produced on the Pier. In addition, the SMPRC will continue to assist event
producers with private and public events.
Twilight Dance Series
The Twilight Dance Series is the largest annual event SMRPC produces.
Now in its 22nd year, the concerts have grown from modest beginnings in
1985 to become the highlight of Santa Monica summers. In a 2002-2003
city sUNey, the Twilight Dance Series was identified as one of Santa
Monica's most popular events with 43% (can we find new number from
last years resident sUNey?) of residents attending. The Twilight Dance
Series offers an eclectic line-up that matches the diversity of Pier visitors
and the community. The concerts are made possible through sponsorship
and event underwriting.
Winter Holidays
The SMPRC will continue to produce the annual Holiday Open House
which features arts and crafts, readings by the Santa Monica Public
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Library a holiday raffle and a visit from Santa. The SMPRC will also
continue it's support of bringing an ice rink to the Pier for the holidays. In
addition, SMPRC staff will continue to work closely with local hotels and
tour operators to welcome Rose Bowl schools to Santa Monica for the
New Year's holiday.
Sunday Concerts on the Pier
This annual pop music event, produced by the SMPLA with support from
the SMPRC, is a free concert series that runs on Sunday afternoons from
February through May. Three to four hundred people attend the concerts
each week. In addition to financial support of the series, SMPRC staff
provides assistance with marketing and PR efforts.
Santa Monica Pier Arts Festival
The Santa Monica Pier has a long history of visual arts, In 2004, a
partnership with For The Arts and the Santa Monica Malibu Unified School
District to produce "Celebration For the Arts" created an annual
fund raising platform for an arts endowment that will secure arts education
in local schools regardless of state or local funding. This event has been
very successful and will return to the Pier again in the spring of 2007
Drive-In Movies at the Pier
The Drive-In Movies will return in 2006, with a schedule of nine screenings
In August and September. This event debuted in August of 2003 and
became an instant favorite. The SMPRC will continue to partner with the
Santa Monica Film Festival to produce this event. In addition, SMPRC will
produce several Halloween themed screenings in late October.
Wake up with the Waves
Childrens music concert series featuring a variety of performers from 9am
to 11 am every Saturday in September and October. Performances will
include bi-lingual presentations, sign language and activities for multi-
modal learning.
Madison Theatre Project - World Music Festival
The SMPRC has previously partnered with the Madison Theatre Project to
produce a Cinco de Mayo Festival, the Kirin Opera and the Mini Dance
Festival. SMPRC plans to work with Madison Theatre Project again in
October 2006 to present additional programming similar to the 'World
Festival of Sacred Music" concert presented in 2005.
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Public Relations
Public relations efforts for 2006/07 will include the following:
. Building relationships with local organizations to encourage participation in
Pier events and promotions.
. Distribution of regular press advisories for special events, new projects
and special interest stories.
. Friendly and prompt response to media inquiries.
. Management of media communication in times of crisis.
AdvertisinQ
Internet
The Piers official web site, www.santamonicapier.orQ, is maintained by the
SMPRC. SMPRC staff regularly updates current event information, up-
coming meeting agendas, and general Pier information. The Pier web site
provides a comprehensive overview of the Pier including filming and event
information, film and event permit application downloads, Pier tenant and
activity listings, contact information and Pier History. SMPRC also works
with local and regional agencies to create mutually beneficial links. This
website will be redesigned in 2006/2007.
Print
The SMPRC will design and purchase advertising in the CVB's Santa
Monica Visitors Guide. Event-specific ads will be placed when budgets
allow or through in-kind trade. SMPRC will also coordinate and participate
in cooperative advertising opportunities for the Pier with Pier tenants and
local agencies.
Television and Radio
The SMPRC participated in multiple television productions during the last
year ranging from local and international travel programs to local news
programs. To foster increased exposure for the Pier, the SMPRC will
encourage local news crews to film on the Pier, and will actively
participate in programming that focuses on the Pier. SMPRC staff will
continue to work with local radio stations to encourage remote broadcasts
from the Pier. In 2005 SMPRC secured KIIS FM as a summer-long
sponsor of the Pier, bringing over $1 million in advertising and exposure
for the Pier. The sponsorship is renewed for 2006 and continues to be a
significant benefit to the Pier.
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Sponsorship and Event Underwritina
The development of a year-round calendar of events provides an attractive
platform for sponsorship and promotional activity. Sponsorship in the form of
event underwriting will be sought to support the growth and continued success of
the annual event program. Promotional activity that is congruous with specific
events will be sought as an additional revenue source. To ensure equitable
facilitation of promotions and minimize negative impacts on exi~3iing business
operations, the SMPRC created a tenant participation program that invites
existing operations to partner with promotions that offer products that conflict
with existing services.
Marketing Goals
. To promote the Pier as a unique historic landmark and public space.
. To produce, promote and enhance the Pier's existing calendar of special
events.
. To increase the use and vitality of the Pier in the "off-season" of Fall, Winter,
and Spring.
. To increase awareness of the Pier as a community resource.
. To promote and coordinate special events and filming such that they
enhance the public space whenever possible.
. To obtain media coverage of special events and news.
. To secure sponsorship and underwriting support for the Pier's events.
. To establish the Pier as a world-renowned recreation and entertainment
venue and tourist destination.
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7/14/06
Pier Restoration Corporation
Board of Directors
Ellen Brennan, Chair
Sandra Pettit, Vice-Chair
Kent Smith, Secretary
Allan Lipsky, Treasurer
Josefina Aranda
Cindy Bendat
Joel Brand, At Large
Brenda Katz
Kavita Patel
Linda Sullivan
Jean McNeil Wyner
Staff
Executive Director
Operations Manager
Marketing Manager
Office Administrator
Deck Supervisor
Ben Franz-Knight
Aurora Astorga
Rachel Hoover
Jim Harris
Wayne Von der Mehden
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