SR-106-025 (5)
.....d
RMD, MRA), FlRESOURCE\SHARE\ST Af>REPQRTSlPRC WORK PLAN FY' """"""'2203.DOC '\ I(.....!
Council Meeting: July 8, 2003 Santa Monica, California J..\;:I
JUL - ~il 2003
To:
Mayor and City Council
From:
City Staff
Subject:
Annual Plan of Work for Fiscal Year 2003-04 and Budget Submitted by the
Santa Monica Pier Restoration Corporation
Introduction
This report recommends that the City Council approve the Annual Plan of Work and
Budget for Fiscal Year 2003-04 submitted by the Santa Monica Pier Restoration
Corporation (SMPRC),
BackQround
In November 1983 City 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
authority of the SMPRC were set forth in a Services Agreement originally approved by
City Council in December 1985. This agreement was superceded and significantly
modified in a new agreement approved in December 2000, which will be superceded by
the current Services Agreement approved in July 2003.
Council oversight and review of SMPRC activities arises through its appointment of
members to the Board of Directors, and through annual review and approval of the
SMPRC business plan and budget. The SMPRC remains obligated to develop and
implement programs and activities for the promotion and marketing of the Pier;
management ot sponsorship and licensing ~rograms generating revenue to SUPPOi G
JUl - 812003
activities; review and approval of leases and licenses for use of the Pier consistent with
leasing guidelines approved by City Council; and preparing an annual business plan
and budget setting forth the goals and objectives of the SMPRC for each ensuing fiscal
year subject to approval by City Council. At its meeting held June 4,2003, the SMPRC
Board of Directors approved the annual plan of work and budget for fiscal year 2003-04.
Discussion
Fiscal Year 2003-04 BudQet
Section 4.2 of the Services Agreement obligates the SMPRC to prepare and submit for
City Council approval a pro forma operating budget and forecast of income and
expenses for performance of activities for which the SMPRC is responsible. The
adopted budget of $571,040 represents a $32,800 (5%) reduction from the Fiscal Year
2002-03 budget, consistent with the change in SMPRC priorities reflected in the
proposed Annual Plan of Work. The primary source of income is City funding in the
amount of $412,200. Projected filming and promotional revenue are anticipated to not
significantly increase from the FY '03 budget, and other sources of anticipated SMPRC
income, including event sponsorships and licensing, are unchanged from FY '03. A
budget surplus of $24,840 is carried forward from FY '03,
Projected expenses for Fiscal Year 2003-04 are also reduced by $32,800 from Fiscal
Year 2002-2003 to maintain a balanced budget, primarily through reductions in
administrative staff expenses and reduced expenditures for production of new events.
Anticipated marketing and advertising expenditures will continue to focus on
2
development of a community outreach program and creation of additional local-based
events on the Pier.
Annual Plan of Work for Fiscal Year 2003-04
The proposed SMPRC Annual Plan of Work for Fiscal year 2003-04 was prepared in
accordance with Section 4.1 of the Services Agreement as the statement of the
SMPRC's overall operational and business plan for activities to be implemented on the
Pier during the year. The plan was approved by the SMPRC Board at its meeting held
June 4, 2003.
Annual work plan in the years prior to FY '03 devoted significant SMPRC staff time and
resources to the development and implementation of corporate sponsorship programs
as a budget-relieving means to derive additional income necessary to enhance event
hosting, advertising and promotions for the Pier. Budget resources were also expended
on the creation of a Pier logo and corporate licensing program, which was complete as
of FY '02 The Annual Plan of Work for Fiscal Year 2002-03 continued the core
activities of producing the Twilight Dance Series, now entering its 19th consecutive year,
Winter Holiday events, support for the Sunday Concerts on the Pier produced by the
Pier Lessee's Association, street performer monitoring, accommodation of filming and
sponsored events on the Pier, and advocacy for City programs and capital projects
benefiting and promoting the Pier as a public recreational and entertainment venue.
Additional SMPRC efforts were made to create local and community-based programs
and events attracting Santa Monica residents and visitors to the Pier during the off-peak
periods These include the Valentine's Day Dance, Earth Day and Cinco de Mayo
3
celebrations, PierJAMS, mural painting and displays, theater performances and literary
readings.
The proposed Annual Plan of Work for Fiscal Year 2003-04 continues SMPRC
sponsorship of the Twilight Dance Series, Winter Holiday events, the Sunday Concerts,
and the activities and events inaugurated in FY '03 summarized above. Additional
strategies to host local and community-based programs and events attracting local
residents will continue to be pursued. The SMPRC has reduced its efforts in pursuit of
corporate sponsorships, but will continue to accept cash and value-in-kind partnering to
support planned events and will continue to implement its Pier logo-licensing program in
conjunction with City staff.
The Annual Plan of Work for Fiscal Year 2002-03 represented a change in focus and
emphasis away from pursuit of commercial expansion strategies and development of
corporate sponsorships and licensing and towards a community-based marketing and
events program highlighting the Pier as a local recreational resource. The proposed
Annual Plan of Work for Fiscal Year 2003-04 continues this shift in SMPRC Board and
staff effort through continuation of new programs commenced during the prior year and
creation of additional community-based events.
Budqet/Financiallmpact
Approval of the proposed SMPRC budget and Annual Plan of Work for Fiscal year
2003-04 does not affect the City Council's budget authorization for the current fiscal
year.
4
Recommendation
Staff recommends that the City Council approve the proposed SMPRC budget and
Annual Plan of Work for Fiscal Year 2003-04.
Prepared by: Jeff Mathieu, Director of Resource Management
Mark Richter, Economic Development Manager
Elana Buegoff, Senior Administrative Analyst - Special Projects
Attachment A: SMPRC Budget for Fiscal Year 2003-04
Attachment B: SMPRC Annual Plan of Work for Fiscal Year 2003-04
5
Attachment A
PRe Proposed FY 2003-2004 Budget
FYE 6/2004
INCOME
Event Sponsorship
Promotions
Filming
Special Events
Licensing
Other Income
Total Income
EXPENSES
ADM I N ISTRA TI ON
Total Administration
OPERATIONS
Accounting Services
Business Entertainment
Contingency
Corporate Insurance
Equipment Rental and Purchase
Meeting Expenses
Memberships and Dues
Office Expenses
Periodicals
Postage
Telephone
Travel
Total Operations
PROFESSIONAL SERVICES
Legal Services
Certified Audit
Total Professional Services
MARKETING
"-'i\NWlm!l\\\\\\~, ~_ ,,--,
Pri nting/F abrication
Mailing and Distribution
Website Maintenance and Hosting
Total Marketing
EVENTS
Twilight Dance Series 2002
Twilight Dance Series 2003
New Events
Total Events
Total Expenses
Surplus (Deficit)
6/23/03
Attachment B
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2003-2004
6/23/03
6/23/03
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2002-2003
Table of Contents
Page number
SMPRC Mission Statement
2
SMPRC Roles and Responsibilities
2
Executive Summary
3
Pier Operations
6
Administration
9
Marketing
12
SMPRC Board and Staff
19
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 501c3 non-profit public benefit
corporation which operates under its Services Agreement with the City of Santa Monica,
dated January 27,2001 (a replacement for the prior agreement dated 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 advocates to city staff and to City Council 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.
2
6/23/03
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 1982-83. 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, prepared by the SMPRC, was adopted by City
Council in 1988. Since that time, theSMPRC, in cooperation with the city, has overseen
the implementation of that plan. The city and various business owners have invested .
more than $45 million into the rebuilding of 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 3 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, 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. With a
change in management staff in the summer of 2002, the SMPRC began the process of
establishing its internal operations to more effectively accomplish its mission.
Current Programs and Projects
In the last year the SMPRC has developed many new programs, continued to support long
term projects and identified several new projects. These fall into three categories: Events,
Community Outreach and Capital Improvement Projects.
Events
New annual events have been created to encourage community involvement on the Pier
during the fall, winter and early spring months, The Holiday Open House, Valentines
Dance, and Arts Festival were successfully launched in 2002 and 2003, In addition, the
SMPRC has worked closely with local organizations to produce a Cinco de Mayo
celebration and a film festival on the Pier. Further, extensive efforts have been made to
6/23/03t
3
bring valuable public events to the Pier. Bay Days, a day-long family festival celebrating
the ocean environment, returns to the Pier on June 26th, 2003. Taste of Santa Monica will
enjoy its second year on the Pier in September of 2003.
Community Outreach
In the last year, many local community groups have been invited to the Pier to conduct
fundraisers and public awareness campaigns. With over 3 million visitors per year, the
Pier provides an excellent platform for sharing information, raising awareness and
seeking public support.
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. Jazz bands, dance groups,
orchestras, and accappella singing groups have performed for free to delighted Pier
visitors during the last year.
A volunteer program has been established to support SMPRC efforts. Local residents
with a fondness for the Pier and students seeking experience in event production and
marketing make up a modest but growing volunteer pool.
Capital Improvement Proiects
Pier Bridge and Ramp
SMPRC continues to maintain that the highest priority for improving operations and
accessibility, not only for the Pier but also for the adjacent residences and businesses, is
to complete the Pier bridge widening and the ramp to 1550 PCH. This will also greatly
improve the quality of the Pier visitor experience, The SMPRC board will vigorously
advocate for the completion ofthis project and continue to support the city's efforts to
improve traffic and parking.
Pier Structural Rehabilitation
This project is critically important to the longevity and structural integrity of the Pier.
Exposure to the harsh marine environment necessitates maintenance and replacement of
the wooden piles beneath the Pier as well as stringers, corbels and deck boards. Work is
scheduled to start in September of 2003. The SMPRC will work with city staff to
manage the construction schedule in order to minimize the impact on Pier visitors and
businesses, while ensuring that the work is completed in a timely manner.
Pier Restroom Renovation
Currently in the design phase, this project features an increase in central restroom
facilities, expansion of Pier storage and maintenance storage areas and a fa~ade upgrade
of the entire building including the police substation. During peak summer months the
Pier has a shortage of available restrooms resulting in long lines and overcrowding. This
project remains a top priority for the SMPRC.
6/23/03
4
New Projects and Programs
During the course of the next year the SMPRC will continue the programs implemented
this year and continue to pursue the following. new programs and projects:
1. Support of the Pier Bridge and Ramp Project
2. Manage the licensing of Pier sign and official logos
3. Create Santa Monica Pier Education Curriculum
4, Complete implementation of Pier Wide Emergency Action Plan
5. Support Pier Substructure Rehabilitation
6, Facilitate new tenant construction
7. Secure quality tenancy for 250 Santa Monica Pier
8. Create additional new off-season events
Conclusion
In the last year the sense of community on the Pier has increased dramatically, the
implementation of new events has invigorated the fall and winter months. The Pier has
continued to thrive with an influx of local and regional visitors despite ongoing economic
and international uncertainties, The projects and programs presented for the coming year
will continue the positive direction already established. Working with city staff, Pier
businesses and the public, the SMPRC will continue to improve the pleasure pier
experience and preserve the unique local treasure that is the Santa Monica Pier.
6/23/03
5
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 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,
national historic landmark and 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. The SMPRC provides policy direction for these
functions and coordinates 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 fostering open communication,
assisting with problem solving, and reviewing and approving projects. Further, in
accordance with the Services Agreement, the SMPRC provides policy direction,
advocates on behalf of projects and makes recommendations to city staff and City
Council.
The Santa Monica Pier is an environment that 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 on leasing, maintenance and operational matters and on other
significant projects that effect the Pier.
. To work cooperatively with City of Santa Monica departments to expedite resolution
of leasing, maintenance, operational and development issues.
6/23/03
6
To maintain excellent communication and working relationships with Pier tenants and
city departments including Resource Management, Transportation Management, the
SMPD and Harbor Patrol, with the goal of ensuring that special event, filming and
other operational issues are addressed.
Strategies
SMPRC staff will continue to maintain good rapport with city staff to identify and
prioritize projects. In addition to daily communication~ monthly Pier Operations
meetings are held with representatives from Pier Maintenance, Harbor Patrol, SMPD,
Resource Management, Open Space, and Parking and Traffic. The SMPRC Board has
also established an Operations Committee charged with addressing issues related to
public safety and project coordination.
The SMPRC will actively advocate for visitor friendly public safety and accessibility
improvements, including the Pier ramp construction and bridge widening, 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 board of directors. The board will continue to participate
in the review and approval of new leases and renewals in accordance with the Pier
Leasing Guidelines.
Projects
Public Restrooms
The old central restroom facility adjacent to the Police Substation was augmented
nearly two years ago by a temporary restroom trailer installed to the west of the
substation. During intense summer use the current restroom inventory is
inadequate. Further, an updated restroom floor plan would increase safety and
security for the public. SMPRC will advocate for new public bathrooms.
Lease 250 Santa Monica Pier
The SMPRC Board approved a revised preferred use description for 250 Santa
Monica Pier that changed the description from "music and entertainment venue
with food and beverage service" to "casual breakfast, lunch and dinner restaurant
or cafe, with or without alcohol service, and preferably with evening music and
entertainment." This change reflects a desire to expand the functionality of the
location and increase the viable operating hours. SMPRC will continue to work
with city staff to secure a quality lessee.
Parking Operations
6/23/03
7
Parking operations for the lots serving the Pier (the Pier deck lot, 1550 and 1440
PCH and Hot Dog-on-a-Stick) are part of the city's contract with Standard
Parking, managed by the Planning Department. 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. Customer service
and safety should be the highest priorities for the parking operator.
Carousel Building Maintenance
The Carousel underwent a major mechanical restoration in the fall of 2002. This
concluded a comprehensive interior restoration initiated in 1998. Exterior re-
painting of the carousel building is currently underway and expected to be
completed in time for the 2003 summer season. In 1999 the roof of the carousel
building was restored and replaced, however, due to budgetary constraints the
onion dome and cornice facades were not restored. The SMPRC will seek historic
preservation grants to return the roofline of the carousel building to its original
form.
Ocean Discovery Center
In March of 2003, UCLA pulled its funding and support from the Ocean
Discovery Center located beneath the Pier. SMRPC staff worked closely with city
staff to welcome Heal the Bay as the temporary caretaker of the center through
June 2003, The Ocean Discovery center is a vital part of the Pier. The SMPRC
will continue to support the efforts of Heal the Bay and advocate for their
continued operation of the center.
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 complete plans for new public restrooms.
. To participate in the process of identifying viable candidates for the lease of 250
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 support the efforts of Bubba Gump Shrimp and assist in the integration of their
restaurant with the Pier community.
Administration
6/23/03
8
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 Board 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 web site
. Response to public inquiries and requests
. Coordination of promotions, press conferences and product sampling
· Development of 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
During the 2002-2003 fiscal year the SMPRC has reorganized its staff responsibilities to
provide more cost effective and efficient performance of duties. Day-to-day bookkeeping
and accounting was brought in-house. New staff was hired that possessed a broad range
of skills and current staff was encouraged to broaden their current range of
responsibilities. SMPRC staff continues 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.
6/23/03
9
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
SMPRC staff will continue to welcome and help coordinate exciting, venue
appropriate public and private events.
SMPRC staff participates in an annual city-wide 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.
Special events add value to the Pier as a community center, both financially and
through additional exposure gained by event-related PR and advertising.
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 ofthe world's premiere public
spaces in a cost-effective and often far-reaching manner and provides a vital
revenue stream.
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. A public awareness
campaign is currently being developed to announce the licensing program and
alert potential licensees.
Street Performer Monitoring
SMPRC Staff has worked closely with street performers and street performer
activists in 2002-2003 to address street performer concerns, solve conflicts and
create a working system of street performer monitoring on the Pier. Monthly
meetings of the street performers are held and translated in Spanish and Chinese.
SMPRC staff works seven days a week to ensure consistent and regular
monitoring.
6/23/03
10
Goals
· To continue outreach maximizing 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 to provide a regular forum for addressing problems.
To manage the licensing program for the City's Pier service marks and logos.
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 accesibility to all people.
6/23/03
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
SMPRC Marketing's 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 opportunties 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's 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 use its limited resources as
effectively as possible to achieve its goals and objectives. Its three key strategies reflect
this reality:
Maximize marketing resources by partnering, whenever appropriate, with'Pier
businesses, special event producers, corporate partners and local agencies.
6/23/03
12
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's 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 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
6/23/03
13
provide additional opportunities for local organizations to conduct fundraising and
create awareness.
Several community outreach programs were implemented in 2002 and 2003
including: Pier JAMS (Junior Acoustic Music Series), a Pier volunteer program,
and the Twilight Dance Series Poster Design Contest.
Pier JAMS
The Junior Acoustic Music Series takes place every Saturday and Sunday
throughout the Fall, Winter and Spring. The SMPRC hosts local student/youth
music groups including string quartets, orchestras, jazz bands, mariachis,
traditional music groups representing many cultures, dance troops and acappella
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.
Pier Ambassadors Volunteer Program
A new volunteer program was started in January of 2003. Pier volunteers help
with events, flyer distribution, and general pier visitor assistance. Members of the
volunteer pool include students, local residents and seniors. The SMPRC is
working on a partnership with Peacemakers, a national organization that trains
student leaders in conflict resolution and community outreach. Students who go
through the Peacemaker program would be able to volunteer as Pier Ambassadors,
providing assistance at summer concerts and assisting the visiting public.
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 10 week summer concert series. A jury of local art and
design professionals was assembled to judge between the many excellent entries.
The contest launch for the 2004 design will occur in September of 2003. The
primary focus will be on local and regional college level design students. SMPRC
staff will work with local college and university design departments to incorporate
this contest into their fall curriculum.
In addition to continuing the community outreach programs above, SMRPC staff is
developing several new programs to be implemented in the 2003-2004 fiscal year
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. SMRPC Staff is developing a Pier-
wide education curriculum that will provide a full day of hands-on experiences for
6/23/03
14
local students. The curriculum will incorporate several state education criteria
requirements including history, science, math, art, environmental studies, and
contemporary events.
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 will
welcome charities and non-profit organizations to conduct fundraising and public
awareness campaigns on the Pier and as part of special events. This program will
provide 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.
19th Annual Twilight Dance Series
The Twilight Dance Series is the largest annual event SMRPC produces." Now in
its 19th year, the concerts have grown from modest beginnings in 1983 to become
the highlight of Santa Monica summers. In a 2002-2003 city survey, the Twilight
Dance Series was identified as one of Santa Monica's most popular events with
43% 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. In 2003 SMPRC
formed a partnership with LAMC (Latin Alternative Music Convention) to
showcase up-and-coming Latin groups. The Twilight Dance Series is one of three
regional showcase venues for LAMe.
Winter Holidays
Winter holidays on the Pier begin with an annual open house in the Carousel. The
official "lighting of the Pier", a visit by Santa Claus, a Menorah lighting, special
entertainment, children's crafts and a holiday raffle are part of the holiday kick-
off. "Rose Bowl Week" has emerged as a busy time on the Pier, and SMPRC has
and will continue to participate in the'Rose Bowl Fanfest in Pasadena to reach the
thousands of visitors who come each year to attend the Rose Bowl. In addition,
SMPRC hosts an annual "Battle of the Bands" on the Pier. SMPRC staff are
working to include Rose Parade bands and Rose Bowl team bands in the 2003
"Battle". To close out the Holiday Season the Pier traditionally plays host as the
official pre-game pep rally for one of the Rose Bowl teams. SMPRC will work
closely with local hotels and tour operators to welcome Rose Bowl schools to
Santa Monica.
6/23/03
15
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.
Valentine's Dance
The First Annual "Pier is for Lovers" Valentine's Dance featured a parquet dance
floor, salsa dance lessons, and a Cuban salsa band. In addition, SMPRC staff .
created a Pier-wide Valentine's Special and held a raffle for a luxury night out on
the town. The dance will be modestly expanded in 2004 to include a dance
exhibition and a dance contest.
Santa Monica Pier Arts Festival
The Santa Monica Pier has a long history of visual arts. The Arts Festival in 2003
featured a mural project involving seven fifth grade classes from local schools,
multiple local artists displaying their work and producing new work on-site and
the announcement of the Twilight Dance Series poster design contest winner. The
2004 festival will begin with a new wave of local students creating a mural. The
artist display area will be expanded and more live landscape and plein aire
painting will be encouraged. In addition, SMPRC staff is working with the
Madison Theatre Project to add children's dance and drama entertainment.
Auto Shows
SMPRC staff is currently working on two auto shows. Fall and Spring auto
shows are currently being developed with themes that include Hollywood Cars,
Route 66 Classics, Junkers to Gems, and Alternative Fuel Vehicles.
Cinco de Mayo Celebration
In 2003 SMRPC partnered with the Madison Theatre Project to produce a Cinco
de Mayo Festival. The event included folklorico dancers, a concert featuring EI
Son de Pueblo and David Haro, a talented Mexican Folk artist, and multiple food
booths showcasing traditional dishes. SMPRC will partner with Madison Theatre
Project again in 2004 to present a Cinco de Mayo celebration.
Movies on the Pier
The SMRPC is working with the producers of the Santa Monica Film Festival to
produce a four-week film series on the Pier in August of 2003. Featuring classic
films shown on an outdoor screen, this event will add extra excitement to the
Piers' final summer month. Scheduled to take place on Tuesday nights in August
this event will be funded 100% by sponsorship and event underwriting support.
SMPRC staff will work to see that this event becomes an annual tradition.
Public Relations
6/23/03
16
Public relations efforts for 2002/03 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.
Advertising
Internet
The Piers official web-site, www.santamonicapier.org, 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.
Print
The SMPRC will design and purchase advertising in the CVB's Santa Monica
Visitors Guide and CityMap. 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
In 2002 and 2003 SMPRC participated in "Weekend Explorer", a PBS travel
program; "Non-Profit Profiles", a regional cable production; "Cooking School
Stories", a Food Network Series; and Santa Monica CityTV's "Santa Monica
Update". SMPRC will continue to pursue similar opportunities in the coming
year. To foster increased exposure for the Pier, the SMPRC will encourage local
news crews to film "live on location" weather reports and "man on the street"
interviews on the Pier. SMPRC staff will also work with local radio stations to
encourage remote broadcasts from the Pier.
Sponsorship and Event Underwriting
6/23/03
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 new annual event program.
Promotional activity that is congruous with specific events will be sought as an additional
revenue source.
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.
. Establish the Pier as a world-renowned recreation and entertainment venue and tourist
destination.
6/23/03
6/23/03
Pier Restoration Corporation
Board of Directors
Linda Sullivan, Chair
Jean McNeil Wyner, Vice-Chair
Sandra Pettit, Secretary
Ellen Brennan, Treasurer
J osefina Aranda
Marty Borko
Jonathan Gross
Allan Lipsky
Kent Smith
Linda Waade
Robert Willner
Staff
Executive Director
Marketing Manager
Office Manager
Administrative Assistant
Deck Manager
Ben Franz-Knight
Rachel Hoover
Aurora Astorga
Hannah Oberg
Jim Harris
19