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SR-106-025 (7) RMD: EDD:F:\RESOURCE\SHARE\ST AFFREPORTS\PRCannUalbUdget.doc1 --n Council Meeting: September 14,2004 Santa Monica, california.J....!l SEP 1 4 2004 To: Mayor and City Council From: City Staff Subject: Approve Santa Monica Pier Restoration Corporation Annual Budget and Corresponding Plan of Work for Fiscal Year 2004-05 Introduction This report recommends that the City Council approve the Budget and corresponding Plan of Work for FY 2004-05 submitted by the Santa Monica Pier Restoration Corporation ("SMPRC"). Backaround 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 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 supercedes the previous agreement. 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 1 iD SEP 1 4 2004 plan and budget setting forth the goals and objectives of the SMPRC for each ensuing fiscal year, subject to approval by Council. At its meetings held on April 7, 2004, and May 5, 2004, the SMPRC Board of Directors approved respectively the annual Budget and the annual Plan of Work for FY 2004-05. City funding for the PRC has been incorporated into the RMD operating budget for FY 2004-05. This report summarizes SMPRC's proposed budget and work plan activities for FY 2004-05. Discussion Fiscal Year 2004-05 Budoet In accordance with Section 4.2 of the Services Agreement, the SMPRC submits for City Council approval an operating budget and forecast of income and expenses for performance of programs and activities for which the SMPRC is responsible. A budget summary for FY 2004/05 is as follows: REVENUES City Funding....................... Sponsorship............ ..... ...... Promotions.. ....... .. .... .. . ... .. . . Filming .............................. Special Events.................... Licensing....................... .... Total ~evenues.................. $412,200 $ 50,000 $ 28,000 $ 82,000 $ 15,000 $ 8,000 $595,200 2 EXPENDITURES Administration........................ $269,123 Operations.. "'.......... .............. $ 53,810 Professional Services.............. $ 12,500 Marketing............................... $ 26,017 Events............ .. ...... . ... ... . .. . ... $233,750 Total Expenditures............... $595,200 In Fiscal Year 2003-2004 the SMPRC exceeded total revenue goals and decreased expenses - - generating $51,567, or 8.6% over the amount budgeted for revenues and spending $47,479, or 7.9% less than the amount budgeted for expenses. A summary of SMPRC accomplishments for FY 2003-04 is attached. The proposed SMPRC FY 2004-05 budget of $595,200 represents a 4.23% increase from the FY 2003-04 budget. Income from filming, event sponsorship, promotions and licensing is projected to be increased by $49,000, while funding from the City remains unchanged fromthe previous Fiscal Year. Expenses for Fiscal Year 2004-05 are projected to increase by an equivalent amount. The increase in expenses is attributed to an increase in corporate insurance costs, Twilight Dance funding, equipment rental and purchase, and cost of living adjustments for staff salaries and benefits. SMPRC reduced expenditures for accounting services, legal services, travel, web site hosting, and for new special events. 3 Annual Plan of Work for Fiscal Year 2004-05 The proposed PRC Annual Plan of Work for Fiscal Year 2004-05 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 at the Pier during the year ahead, and corresponds to the Budget submitted for the same year. A summary of the activities outlined in the Annual Plan of Work for Fiscal Year 2004-05 includes: · Events: The SMPRC will continue to sponsor and manage the Twilight Dance Series (now entering its 20th year), Winter Holiday Open House, Summer Drive- In Movie Series, Valentines Dance, Cinco de Mayo Celebration, Santa Monica Arts Festival and the continued support of the Winter Sunday Concerts. Additional off-peak season community-based events will be developed as event sponsorships are created. · Community Outreach: The SMPRC will continue to outreach to local organizations and provide operational support to encourage local organizations to produce their events on the Pier. SMPRC will also continue to maintain community based programs and activities such as the Pier JAMS (Junior Acoustic Music Series), the annual Twilight Dance 4 poster design contest, the expansion of the Pier Ambassador volunteer program and Santa Monica Pier education curriculum, as well as produce a quarterly newsletter. · Capital Improvements: SMPRC's responsibilities include providing recommendations to the City on matters relating to capital improvements on the Pier. In that capacity, SMPRC will be making recommendations on the widening of the Pier bridge, the central restroom rehabilitation project, and the ongoing Pier structural upgrades including the installation of an emergency gangway at the Pier's west end. The SMPRC will continue to advocate for the allocation of sufficient funds for the completion of such capital improvement projects. In addition, SMPRC will continue to develop sponsorship and licensing programs, and develop advertising and marketing campaigns to enhance commercial exposure of the Pier and to generate additional revenue. Budaetlfinanciallmpact City funding for the SMPRC in the amount of $412,200 is included at account number 30625.577300 in the City's budget for Fiscal Year 2004-2005. 5 Recommendation Staff recommends that the City Council approve the annual Budget and the annual Plan of Work for Fiscal Year 2004-05. Prepared by: Jeff Mathieu, Director of Resource Management Miriam Mack, Economic Development Manager Elana Buegoff, Senior Administrative Analyst Attachments: Attachment 1. PRC Budget for Fiscal Year 2004-05 Attachment 2. PRC Annual Plan of Work for Fiscal Year 2004-05 Attachment 3. PRC Accomplishments -- Fiscal Year 2003-04 6 Attachment 1. Proposed PRC Budget FY 04/05 ...roposea tsuaget REVENUES FY 04/05 City Funding $412,200 Event Sponsorship $50,000 Promotions $28,000 Filming $82,000 Special Events $15,000 Licensing $8,000 Total Revenues $595,200 EXPENSES ADMINISTRATION Salaries and Wages $220,196 Benefits $48,927 Total Administration $269,123 OPERATIONS Accounting Services $1,500 Business Entertainment $500 Contingency $2,500 Corporate Insurance $30,000 Equipment Rental and Purchase $2,400 Meeting Expenses $2,500 Memberships and Dues $600 Office Expenses $6,160 Periodicals $200 Postage $2,000 Telephone $4,500 Travel $950 Total Operations $53,810 PROFESSIONAL SERVICES Legal Services $4,000 Certified Audit $8,500 Total Professional Services $12,500 MARKETING Advertising $10,000 Collateral Materials $5,000 Printing/Fabrication $5,000 Mailing and Distribution $5,000 Website Maintenance and Hosting $1,017 Total Marketing $26,017 EVENTS Twilight Dance Series 2004 $63,525 Twilight Dance Series 2005 $138,225 New Events $32,000 Total Events $233,750 Total Expenses $595,200 Surplus (Deficit) $0 Page 1 Attachment 2 SANTA MONICA PIER RESTORATION CORPORATION Annual Plan of Work for Fiscal Year 2004 - 2005 8/27/04 8/27/04 SANTA MONICA PIER RESTORATION CORPORATION Annual Plan of Work for Fiscal Year 2004 - 2005 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 50 I 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 ofthe 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. 8/27/04 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 1982-83. The SMPRC was formed for the purpose of assisting the City in the rehabilitation, preservation, protection, development, operation and management ofthe 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, the SMPRC, in cooperation with the City, has overseen the implementation ofthat plan. 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 3.5 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 of2001, th{: 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, reprioritization of goals and responsibilities and a general shift in operation philosophy. The goals and renewed purpose of the SMPRC are now reflected in a new services agreement with the City of Santa Monica. Current Programs and Projects The focus of SMPRC efforts fall into three categories: Events, Community Outreach and Capital Improvement Projects. Events The annual calendar of events on the Pier has been carefully expanded to build on the success of long standing events like the Twilight Dance Series. The summer of 2003 debuted the Drive-in Movies at the Pier, becoming an instant classic; the movies will increase to a 10 week run for the summ{:r and early fall of 2004. The Valentines Dance 8/27/04 3 was dramatically expanded in 2004 and is now established as a new annual tradition in February. The SMPRC teamed up with "For the Arts" and the Santa Monica-Malibu School District to produce "Celebration for the Arts" a two-day arts festival showcasing the talents of artists of all ages. "Taste of Santa Monica" enjoyed a very successful sophomore year on the Pier and returns for the third year in September of 2004. The Pier has also played host to a variety of unique events from electric car demonstrations to Redbull Flugtag. Community Outreach With over 3 million visitors per year, the Pier provides an excellent platform for sharing information, raising awareness and seeking public support. The Pier hosted multiple non- profit organizations during the last year and will continue to provide space and operation 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. Jazz bands, dance groups, orchestras, and a cappella singing groups have performed for free to delighted Pier visitors during the last year. In 2003 the SMPRC participated in Peacemakers Corps. Peacemakers Corps students have assisted with event production and participated in visitor outreach efforts during our fall 2003 pile replacement project and current construction projects. Capital Improvement Proiects Pier Bridge and Ramp SMPRC continues to maintain that the highest priority for improving operations and accessibility is to complete the Pier bridge widening and the ramp to 1550 PCB. This will also greatly improve the quality of the Pier visitor experience and benefit adjacent residences and businesses. The SMPRC board will vigorously advocate for the completion of this project and continue to support the City's efforts to improve traffic and parking. Pier Structural Rehabilitation The first phase of this project began in October of 2003 with pile replacement and pile wrap replacement. The asphalt on main Pier roadway, or municipal Pier, is currently being removed and replaced with new deck boards. At the same time the municipal Pier substructure is being updated and strengthened through a combination of stringer and deck board replacement. 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. 8/27/04 4 Pier Restroom Renovation An outside architect has been selected 10 take over design of the central restroom facility. The SMPRC will work closely with tht: architect to develop a design that marries the uniqueness ofthe Pier and the need for additional restrooms while maintaining valuable retail and storage space. 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. 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. Implement Santa Monica Pier Education Curriculum 4. Establish Quarterly News Letter 5. Support Pier Substructure Rehabilitation 6. Support the installation of an emergency gangway at the Pier's west end 7. Facilitate new tenant construction 8. Secure quality tenancy for 2:50 Santa Monica Pier 9. Create additional new off-season events Conclusion In the last year the new direction of the SMPRC has been solidified. Several of the new events presented in 2002 have become annual traditions. 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. 8/27/04 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 th(~ Pier through successful implementation of the Pier bridge and ramp project arid 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 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 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 PCR parking lot and improvements to the Pier bridge. . To advise the City on leasing, maintenance and operational matters and on other significant projects that affect the Pier. . To work cooperatively with City of Santa Monica departments to expedite resolution of leasing, maintenance, operational and development issues. 8/27/04 6 . 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, 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. 8/27/04 7 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 staffto 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. The exterior of the Carousel building was recently repainted. 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 begin advocacy efforts in 2004 to restore the Carousel buildings original whimsical fayade. Santa Monica Pier Aquarium SMPRC staff worked closely with city staff to welcome Heal the Bay as the caretaker of the aquarium in the spring of2003. Heal the Bay has increased visitorship and expanded educational opportunities in the last year. The SMPRC will continue to support the current and future efforts of Heal the Bay and the Santa Monica Pier Aquarium. 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 re'strooms. . To finalize a lease for 250 Santa Monica Pier. . To continue to provide knowledgeable and accessible staffto 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 oftheir restaurant with the Pier community. 8/27/04 8 Ad!ministration Overview SMPRC staff is responsible for perfomling 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 . Development of recommendations relating to public safety, street performance, parking and traffic, and development . Street performance monitoring . Management of SMPRC budget and finances, insurance policies and staff . Licensing of Santa Monica Pier sign and official marks During the 2003-2004 fiscal year the SMPRC staff focused on increasing activity in the key areas of filming, events and community outreach. For the 2004-2005 fiscal year staff will continue to pursue new opportunities while fine tuning operation guidelines and procedures to manage changing work loads. New computers and software were recently purchased to facilitate better organization and communication. New features include synchronized calendars and file sharing. 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 SMPRC 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. 8/27/04 9 . . To serve as a public resource for Pier information and activities. Strategies Staffwill 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. To facilitate filming and event activities, SMPRC staff has been developing a comprehensive film/event guidebook for the Pier. The guidebook will be ready for distribution in June of 2004. SMPRC staff participates in an annual city-wide special event policy review to ensure that the guidelines for th{l 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 Staffwill continue its efforts to promote the Pier as a filming location through the Pier web site, 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 Staffwill continue to work closely with city staff and Pier tenants to ensure that filming activity is properly managed. Intellectual Property Management The SMPRC Board approved licensing rates and guidelines in March 2003. SMPRC Staffwill 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. 8/27/04 10 Street Performer Monitoring SMPRC Staff has worked closely with street performers and street performer activists in 2003-2004 to address street performer concerns solve conflicts and create a working system of stree:t performer monitoring on the Pier. Regular 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. 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 ofthe 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. 8/27/04 11 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 t:ntertainment, 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's marketing efforts: . Recognition of the cultural, economic, and geographic diversity of the Pier's visitors. . Coordinating and promoting the diverse uses ofthe 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: 1. Maximize marketing resources by partnering, whenever appropriate, with Pier businesses, special event producers, corporate partners and local agencies. 8/27/04 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. Communitv 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 8/27/04 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 Ambassador 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 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. Pier Ambassadors Volunteer Program The SMPRC is continuing its partnership with Peacemakers, a national organization that trains student leaders in conflict resolution and community outreach. Students who go through the Peacemaker program continue to volunteer as Pier Ambassadors, providing assistance at events and with visitor outreach efforts. Quarterly Newsletter SMPRC staffwill develop and publish a quarterly newsletter that includes, event listings, current activities and special interest articles. The newsletter will be reviewed and approved by the Marketing Committee. Opportunities for placement of coupons and specials will be offered to Pier tenants. The newsletter will be sent via email, posted on the Pier web site and mailed. 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. For the 2004 TDS design contest twelve finalists were selected. A ballot featuring the twelve finalists was sent to 50,000 homes in Santa Monica. The winner of the contest will be announced at the annual Santa Monica Festival held in May of each 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. SMPRC staff is developing a Pier- wide education curriculum that will provide a full day of hands-on experiences for 8/27/04 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 continues to 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. 20th Annual Twilight Dance Series The Twilight Dance Series is the largest annual event SMPRC produces. Now in its 20th 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. Th<;: 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 addition to traditional sponsorships the concerts are supported through creative partnerships with other music oriented organizations. For 2004 the SMPRC will continue its partnership with LAMC (Latin Alternative Music Convention) to showcase up- and-coming Latin groups. Winter Holidays For the last two years Winter holidays on the Pier have featured an annual open house in the Carousel. The official "lighting ofthe Pier", a visit by Santa Claus, a Menorah lighting, special entertainment, children's crafts and a holiday raffle are part ofthe holiday kick-off. This year SMPRC staff was approached by Skate With the Stars, a locally based organization interested in hosting an ice rink on the Pier from late November through the first week in January. The SMPRC is currently working with Skate with the Stars and the City in an effort to host the ice rink for the 04/05 holiday season. To close out the Holiday Season the Pier traditionally plays host as the official pre-game pep rally for one ofthe Rose Bowl teams. SMPRC staff continues to work closely with local hotels and tour operators to welcome Rose Bowl schools to Santa Monica. 8/27/04 15 Sunday Concerts on the Pier This annual pop music event, produced by the SMPLA (Santa Monica Pier Lessees Association) 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 second Annual "Pier is for Lovers" Valentine's Dance, dubbed "Pier is for Lovers Too", featured a tented 60 x 80 parquet dance floor and the west coasts hottest salsa band, Johnny Polanco. SMPRC staff created a Pier-wide Valentine's Special including a raffle. In addition pier vendors provided photos, hand drawn portraits and food for event attendees. 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 arts and craft activities. For 2004 the SMPRC created a partnership with For The Arts and the Santa Monica Malibu Unified School District to produce, "Celebration For the Arts". The partnership has allowed the arts festival to expand and has created an annual fundraising platform for an arts endowment that will secure arts education in local schools regardless of state or local funding. Cinco de Mayo Celebration In 2003 SMPRC partnered with the Madison Theatre Project to produce a Cinco de Mayo Festival. The event included folklorico dancers, a concert featuring El Son de Pueblo and David Haro, a talented Mexican Folk artist, and multiple food booths showcasing traditional dishes. SMPRC plans to partner with Madison Theatre Project again in 2005 to present a Cinco de Mayo celebration. Drive-In Movies at the Pier The Drive-In movies will return in 2004, with an expanded schedule of 10 screenings from the end of July through the first week in October. 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. Last year the event raised over $5000.00 for the Cancer Relief Fund. Public Relations Public relations efforts for 2004/05 will include the following: . Building relationships with local organizations to encourage participation in Pier events and promotions. 8/27/04 16 . 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 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. Sponsorship and Event Underwriting 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. The SMPRC Board will be reviewing sponsorship guidelines during the summer of2004 and will forward a final recommendation to the City Council for approval. 8/27/04 17 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 spnng. . 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 possibl~. . 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. 8/27/04 18 8/27/04 Pier Restoration Corporation Board of Directors Jean McNeil Wyner, Chair Ellen Brennan, Vice-Chair Sandra Pettit, Secretary Allan Lipsky, Treasurer J osefina Aranda Cindy Bendat Marty Borko Kent Smith Linda Sullivan Robert Willner Staff Executive Director Marketing Manager Office Manager Administrative Assistant Deck Manager Ben Franz-Knight Rachel Hoover Aurora Astorga Stacey Freeman Jim Harris 19 Attachment 3 SMPRC Accomplishments FYE 6/2004 Community Partnerships SMPRC continued to improve existing positive community partnerships and developed several new partnerships. The partnerships have resulted in higher quality events, costs savings, and broader community interest and involvement. . Started the Santa Monica Drive-In at the Pier through a partnership with the Santa Monica Film Festival and the Cinema Fighting Cancer, the Cancer Relief Fund. The Drive-In was a huge success in August of 2003 and has expanded to include free movies every Tuesday night in August and September of 2004. . Produced Celebration for the Arts, a two day arts festival through a partnership with the Education Foundation and the Santa Monica Malibu Unified School District. This first year partnership resulted in a very successful two day free arts festival featuring Santa MonicalMalibu's talented youth alongside professional Westside artists and arts organizations. . Partnered with the Santa Monica Public Libraries to produce "Cabaret Night" at 250 Santa Monica Pier. The event featured a talk on Isherwood and a screening of Cabaret and a live dance performance. Another LibrarylSMPRC event is scheduled for October 2004. . Continue to work with the Madison Theatre Project to bring music events to the Pier with a student education element. Special Events SMPRC has assisted with coordination and oversight of several large scale public and private events. The scope of SMPRC involvement with events varied depending on the size and complexity of the event. The Santa Monica Pier and surrounding community are sensitive environments requiring the SMPRC to exercise extreme care to ensure the success of events that are in harmony with the Pier and the community. . Flugtag, a unique one day "flying event" on the beach and Pier. 2nd Annual Taste of Santa Monica . Wilson Phillips Reunion concert and CD release debut. . Spiderman II premier party. . Special Olympics, an annual event that returns to the Pier on October 10, 2004. SMPRC Produced Free Public Events SMPRC continues to expand the annual calendar of events with new events in the fall, winter and spring months. The last year saw two new off-season events achieve "annual" status. With the arts festival growing most dramtically through the above mentioned community partnerships. . The Carousel Holiday Open House. Featuring children's crafts, holiday stories, a visit from Santa, free carousel rides and gifts. This annual Holiday tradition has becomH a favorite of families seeking an escape from the holiday shopping fray. . The Pier is for Lovers Valentine's Dance features hot salsa dancing under an open air tent. Featuring the west coast's best salsa bands, the event grew from 500 in 2003 to 3000 lovers in 2004. . 20th Annual Twilight Dance Series. SMPRC continues to produce a 10 week free summer concert series on Thursday nights. For the 20th anniversary season the SMPRC worked with King and Associates to pull out all the stops bringing back long-standing Pier favorites and a diverse line-up of top-notch acts. In addition, the Santa Monica Pier will play host to KCRW's "Next-Up" on September 18th as the series and summer music finale. . Pier JAMS (Junior Acoustic Music Series). Started in 2003 this series continues to flourish year around with performances by student groups from around the state and across the country. SMPRC provides performance space, a basic PA system and a small stage for the performances. Performance times are usually noon and 3pm on Saturdays and/or Sundays. . Future Projects: SMPRC continues to develop cooperative projects and assist independent production companies with events that benefit the Santa Monica Pier. Events currently in development include; an ice rink, an auto show, a two day jazz festival, and a poetry jam. Filming The Santa Monica Pier continues to be a prime location for filming activity. The SMPRC works diligently to coordinate filming activity in a manner that minimizes negative impacts on Pier tenants, visitors and neighbors. In the last year the Pier averaged 3 film shoots and 2 still photo shoots per month with 1 extended feature film in September and October. Filming revenue from the Pier has increased in the last two years through the efforts of SMPRC. Day to Day Oversight SMPRC has focused concerted effort towards fostering open communication with all entities concerned with the operation and success of the Santa Monica Pier. An open door policy coupled with daily outreach help to foster a positive environment. SMPRC staff readily Emgages in problem solving and has assisted with creative solutions to problems. . Office staffing 7 days a week. . Street performance monitoring. . Regular contact/communication with Pier tenants, PD, Harbor Patrol.