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
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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.
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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.
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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
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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.
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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
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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.
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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.
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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.
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. 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.
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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.
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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.
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. 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.
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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.
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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
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.
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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'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
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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
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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.
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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.
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. 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.
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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.
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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.