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SR-106-025 (8) '?Sc. Council Meeting: September 13, 2005 Santa Monica, California SE? 1 3 Z005 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 2005/06 Introduction This report recommends that the City Council approve the Budget and corresponding Plan of Work for FY 2005/06 submitted by the Santa Monica Pier Restoration Corporation (SMPRC). Backaround In November 1983, City Council created the SMPRC as a non-profit, public benefit corporation to oversee the reconstruction and revitalization of Santa Monica Pier following severe storm damage during the preceding winter. The responsibilities and authority of the SMPRC were set forth in a Services Agreement originally approved by City Council in December 1985, 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 SEP I 3 2005 gc.. 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 May 4, 2005, the SMPRC Board of Directors approved respectively the Budget and the Plan of Work for FY 2005/06 summarized below. Discussion Fiscal Year 2005/06 BudQet In accordance with Section 4.2 of the Services Agreement, the SMPRC submits for City Council approval an annual 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 2005/06 and comparison to FY 2004/05 budget is as follows: REVENUES City Funding..................... Sponsorship................ ..... Promotions.................... .. Filming....................... .... Special Events.................. Licensing. .... .. ................. Total Revenues............... EXPENDITURES Administration................ ... Operations..................... .. Professional Services......... Marketing. . ... .. . ... ...... ... .. .. Events.. . . . . . . . . . . . . . . . . . . . . . . . . . . Total Expenditures .......... FY 04/05 $412,200 $50,000 $28,000 $82,000 $15,000 $8,000 $595,200 FY 04/05 $269,123 $53,810 $12,500 $26,017 $233,750 $595,200 2 FY 05/06 $412,200 $ 57,600 $ 36,000 $ 98,000 $ 18,000 $ 2,000 $623,800 FY 05/06 $301 ,900 $ 55,170 $ 12,600 $ 35,017 $219,113 $623,800 %var 0% 15.2% 28.57% 19.51% 20% -75% 4.81% %var 12.18% 2.53% 0.80% 34.59% -6.26% 4.81% While funding from the City in the amount of $412,200 remains unchanged from the previous fiscal year, the proposed SMPRC FY 2005/06 budget of $623,800 represents an overall increase in revenue of $28,600 (4.81 %), attributable to a rise in income from filming, promotions, sponsorship, and special events. Total expenses for Fiscal Year 2005/06 are projected to also increase by 4.81 % from the previous year. This increase is primarily attributed to a rise in printing and website services, cost of living adjustments and benefits, increase in staffing hours during summer months, and a rise in workers compensation and general liability insurance premiums. Expenses were offset by a reduction in special event costs, office expenses and the elimination of accounting services (SMPRC staff now manages accounting services in-house). Annual Plan of Work for Fiscal Year 2005/06 The proposed SMPRC Annual Plan of Work for Fiscal Year 2005/06 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. The Work Plan corresponds to the 2005/06 SMPRC Budget outlined above. The Annual Work Plan for 2005/06 maintains the new direction and operational goals established by the SMPRC in the Fiscal Year 2003/4 which shifted the SMPRC's focus from licensing and sponsorship to the production of more community focused events 3 and community outreach efforts, and the enhancement of educational opportunities on the Pier. Significant adjustments from the previous Annual Work Plan are as follows: Work Plan Effort Categories: The SMPRC has focused the proposed Annual Work Plan efforts into four categories: Events, Community Outreach, Capital Improvement Project and a new category added to the 2005/06 work plan, Historic Preservation. Events: The calendar of events on the Pier has been expanded to include not only the annual Twilight Dance Service (now in its 21st season), but a full calendar of year-round recurring activities such as the 'Drive-In" Movies, Valentine's Dance, Cinco de Mayo Celebrations, Santa Monica Arts Festival and the continued support of the Winter Sunday Concerts. In the proposed Work Plan SMPRC will maintain its expanded programming and will continue to develop local partnerships to produce new cultural events for the upcoming year such as 'World Festival of Sacred Music" showcase in conjunction with the Madison Theater Project; several new fitness-oriented events, with a cycling event and two running events beginning and ending at the Pier, and a Classic Auto Show. Community Outreach: For the summer of 2005, the SMPRC will launch a new internship program for students interested in gaining marketing and event production 4 experience. Interns will assist with local and regional marketing efforts, event prep, sponsor fulfillment and event operations. Capital Improvements: SMPRC Plan of Work continues to place the Pier Bridge and Ramp project as a top priority; other priorities include the support for the funding and construction of the Central Restroom Rehabilitation Project (a.k.a. Central Plaza Multi- Use Facility), construction of the Bubba Gump Restaurant, the selection of a tenant for 250 Santa Monica Pier and support for the ongoing Pier structural upgrades including the installation of an emergency gangway at the Pier's west end. All of these projects are also part of the Work Program for the Resource Management Department's Economic Development Division. New Projects and Programs: The Plan of Work highlights SMPRC's new project and program priorities including return of commercial and recreational boating activities through the creation of commercial opportunity to develop an elevated gangway and harbor boat services; the study of expanded parking options, and the development of a beach tram service. The gangway project and beach tram service will require additional study and analyses by City staff as to economic and environmental issues and concerns. The SMPRC also has begun a comprehensive review process that will result in the update of the Pier Development Program Plan originally prepared in 1988 to reaffirm the 5 fundamental goals and renewed course of action for the preservation of the Pier's unique assets and history. The 2005/06 SMPRC Annual Work Plan is supported by the 2005/06 SMPRC Budget. BudaetlFinanciallmpact Approval of the Work Plan and Budget imposes no additional budget or financial impact on the City. City funding for the SMPRC in the amount of $412,200 is included in the City's FY 2005-06 Adopted Budget at account # 30625.577300. Recommendation Staff recommends that the City Council approve the annual Budget and the annual Plan of Work for Fiscal Year 2005/06. Attachments: Attachment 1 - SMPRC Budget FY 2005/06 Attachment 2 - SMPRC Annual Plan of Work FY 2005/06 Attachment 3 - SMPRC Accomplishments FY 2004/05 Prepared by: Jeff Mathieu, Director of Resource Management Miriam Mack, Economic Development Manager Elana Buegoff, Senior Administrative Analyst 6 ATTACHMENT 1 SMPRC BUDGET FYE 6/2005 FYE 6/2005 Proposed FYE 6/2006 Variance 05/06 INCOME City Funding Event Sponsorship Promotions Filming Special Events Licensing Total Income EXPENSES ADMINISTRATION Salaries Benefits Total Administration OPERATIONS Accounting Services Business Entertainment Contingency Corporate Insurance Equipment Rental and Purchase Meeting Expenses Memberships and Dues Office Expenses Periodicals Postage Telephone Travel Total Operations PROFESSIONAL SERVICES Legal Services Certified Audit Total Professional Services MARKETING Advertising Collateral Materials Printing/Fabrication Mailing and Distribution Website Maintenance and Hosting Total Marketing EVENTS Twilight Dance Series 2005 Twilight Dance Series 2006 New Events Total Events Total Expenses Surplus (Deficit) $412,200 50,000 28,000 82,000 15,000 8,000 $595,200 $412,200 57,600 36,000 98,000 18,000 2,000 $623,800 $0 7,600 8,000 16,000 3,000 -6,000 $28,600 $21 ,804 10,973 $32,777 -$1,500 o o 3,000 1,200 o o o o 1,000 -2,340 o $1,360 -$1,000 1,100 $100 $0 o 11,000 -3,000 1,000 $9,000 $0 -11,637 -3,000 -$14,637 $28,600 $0 $220,196 48,927 $269,123 $242,000 59,900 $301,900 $1,500 500 2,500 30,000 2,400 2,500 600 6,160 200 2,000 4,500 950 $53,810 $0 500 2,500 33,000 3,600 2,500 600 6,160 200 3,000 2,160 950 $55,170 $4,000 8,500 $12,500 $3,000 9,600 $12,600 $10,000 5,000 $10,000 5,000 5,000 5,000 1,017 $26,017 16,000 2,000 2,017 $35,017 $63,525 138,225 32.000 $233,750 $595,200 $0 $63,525 126,588 29,000 $219,113 $623,800 $0 8/29/05 SANTA MONICA PIER RESTORATION CORPORATION Annual Plan of Work for Fiscal Year 2005 - 2006 Table of Contents Page number SMPRC Mission Statement 2 SMPRC Roles and Responsibilities 2 Executive Summary 3 Pier Operations 8 Administration 12 Marketing 16 SMPRC Board and Staff 23 SMPRC Mission Statement To preserve and enhance the pleasure pier experience for people of all ages and for future generations. SMPRC Roles and Responsibilities The Santa Monica Pier Restoration Corporation is a 501 c3 non-profit public benefit corporation which operates under its Services Agreement with the City of Santa Monica, dated April 21, 2004 (a replacement for prior agreements dated January 27,2001 and December 2, 1985). The City and the SMPRC entered into the agreement for the purpose of governing certain operational and managerial functions. Under the Services Agreement, the SMPRC has responsibility for overseeing the day-to-day operation of the Pier, marketing and promoting the Pier, advocating for projects, protecting the Pier as a historic public resource and performing the duties specified in the annual work plan. These responsibilities include: . General Planning . Marketing . Sponsorship and Event Underwriting . Licensing . Special Event Management . Event Production . Filming . Community Outreach and Education The SMPRC 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. 8/29/05 2 Executive Summary Overview The Santa Monica Pier Restoration Corporation (SMPRC), a non-profit public benefit corporation, was formed in 1983. The Pier suffered enormous damage as a result of storms in the winter of 1983/84. The SMPRC was formed for the purpose of assisting the City in the rehabilitation, preservation, protection, development, operation and management of the Pier. A Board of Directors whose members are appointed by City Council governs the SMPRC. The Santa Monica Pier Development Plan, 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 of that 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 SMPRQ shifted its focus from development to improving operations and services, enhancing public amenities, marketing, corporate sponsorship and special events. Due to multiple unexpected factors, the corporate sponsorship program did not meet expectations. In November of 2001, the Board of Directors established a new direction for the SMPRC which de-emphasized corporate sponsorship and called for the production of more community-focused events, increased community outreach, enhancement of educational opportunities and preservation of the Pier as a unique historic public resource. Implementation of the new direction began in the summer of 2002 with internal restructuring of staff, re-prioritization of goals and responsibilities and a shift in operation philosophy. Today, the Santa Monica Pier is increasingly popular with both locals and tourists alike. The Pier is a community gathering place with regional, national and international prominence. Quality events, dedicated and active tenant operations and extensive media exposure have solidified the Pier's place as one of California's great assets. The redevelopment of the Santa Monica Pier, which began in the 1980's, has been extremely successful. The visitor base continues to diversify and visitor numbers rival those seen in the 20's and 30's, the heyday of pleasure piers in Santa Monica Bay. The popularity of the Pier has also reduced the "off season" to one month in the fall and one month in late winter. 8/29/05 3 Over the course of the last seventeen years, the goals and projects outlined in the redevelopment plan adopted by City Council in 1988 have been carefully researched and implemented with many significant projects fully realized, including a new amusement park, successful restaurant operations, and vibrant midway. In addition to commercial revitalization, several significant infrastructure projects are either currently underway or in the final planning stages: substructure rehabilitation, central restrooms and the Pier Bridge and Ramp project. Finally, the return of boating activity, proudly announced in the historic Pier arch is once again gaining momentum with the creation of a new commercial leasing opportunity for development of an elevated gangway and sustainable harbor boat services. Given the successful implementation of many redevelopment projects and the natural changes that occur during the passage of nearly twenty years, the Pier is quickly arriving at a pivotal moment that requires a renewed sense of care and attention. With this in mind, the SMPRC has begun the first steps of a comprehensive review process that will result in an update of the Pier Development Plan, a reaffirmation of fundamental goals and a renewed course of action for the preservation of the Pier's unique assets and history. Current Programs and Projects The focus of SMPRC efforts fall into four categories: Events, Community Outreach, Capital Improvement Projects and Historic Preservation. Events The annual calendar of events on the Pier has been thoughtfully expanded to build on the success of long-standing events like the Twilight Dance Series. The summer season now features twenty weeks of popular free community events. The Twilight Dance Series runs ten weeks beginning the last Thursday in June and is complemented by The Santa Monica Drive-In at the Pier which starts the last week of July and runs ten weeks through the end of September. Annual fall events include Taste of Santa Monica and Special Olympics "Pier del Sol". The success of our events has resulted in extensive interest in the Pier as a premier special events venue. Large-scale events, such as Cavalia in 04/05 and Ashes and Snow in 05/06 are staged in the 1550 lot adjacent to the Pier with smaller events and concerts held on the Pier parking deck. SMPRC staff works closely with the City to coordinate large-scale events. Local partnerships will continue to produce several cultural events including a "World Festival of Sacred Music" showcase in conjunction with the Madison Theater Project; and "Celebration for the Arts" now in its third year with the Santa Monica Malibu Education Foundation. This year will bring several new fitness-oriented events, with a cycling event and two running events beginning and ending at the Pier. A Classic Auto Show initiated in November of 2004 will be scheduled for a fall and late-winter weekend. 8/29/05 4 Community Outreach With over 3.5 million visitors per year, the Pier provides an excellent platform for sharing information, raising awareness and seeking public support. The Pier regularly hosts non-profit organizations, providing space and operational support, as available, for press conferences, public awareness campaigns and fundraising efforts. Pier JAMS, the Junior Acoustic Music Series, was launched in the Fall of 2002. Featuring student groups from local and regional schools, the program continues to grow in popularity and provide a showcase for talented youth. On a regular basis jazz bands, dance groups, orchestras, and a cappella singing groups have performed for free to delighted Pier visitors. For the Summer of 2005, the SMPRC will launch a new internship program for students interested in gaining marketing and event production experience. Interns will assist with local and regional marketing efforts, event prep, sponsor fulfillment and event operations. Recognizing the importance of the Pier to the community, the SMPRC regularly engages the public in the matters relating to the Pier. From event poster design contests and "people's choice" movie selections to an open-door office policy that foster regular discourse regarding a wide variety of operational and public use issues, the SMPRC encourages and benefits from diverse opinions and new ideas. Capital Improvement Proiects Pier Bridge and Ramp SMPRC maintains that the highest priority for improving operations and accessibility is to complete the Pier bridge widening and the ramp to 1550 PCH parking lot. This will greatly improve the quality of the Pier visitor experience and benefit adjacent residences and businesses. The SMPRC Board will vigorously advocate for the completion of this project and continue to support the City's efforts to improve traffic and parking. The completion of the EIR, currently scheduled for June of 2005, is critical to the continued progress of this vital infrastructure project. Pier Structural Rehabilitation The first phase of this project began in October 2003 with pile replacement and pile wrap repairs. Phase One also included substructure strengthening, asphalt removal and deck board replacement on the main Pier roadway. Phase Two, scheduled to begin in November 2005, will involve similar upgrades to the parking entrance/vehicle turnaround and the municipal pier heading westward. In addition, Phase Two will feature replacement of catwalks at the West End and 8/29/05 5 the installation of emergency evacuation apparatus adjacent to the Harbor Patrol office. The SMPRC will continue to work closely with City Staff to manage construction schedules in order to minimize the impact on Pier visitors and businesses, while ensuring that the work is completed in a timely manner. Central Plaza Multi-use Facility The SMPRC Board developed and approved a new Central Plaza Multi-use Facility that marries 'the uniqueness of the Pier and the need for additional restrooms with valuable retail and storage space for food and vendor carts. The project incorporates Sustainable City Goals with energy generating solar panels, a wind turbine tower feature and efficient restroom facilities that will meet the demands of the large crowds visiting the Pier. The addition of a small retail space along the Pier walkway ads an attractive face to the much-needed additional restrooms. This project remains a top priority for the SMPRC. Historic Preservation Entering its 22nd year of operation, the role of the Santa Monica Pier Restoration Corporation has begun to shift from that of physical and economic rehabilitation to historic restoration and preservation. As the goals and vision outlined in the 1988 Pier Development Plan are implemented, the importance of maintaining a balance between commercial development, historic character and useable public space is increasingly important. The SMPRC has begun the process of a comprehensive review of current status with the 2004-2005 Operational Review (04/05 OR). This review includes a comparison study of operations from 1985, 1996 and today looking at the success of programs currently implemented and the status of pending development. In addition, the SMPRC has embarked on a series of research trips to other prominent California piers, wharfs and waterfronts. The 04/05 OR will provide the groundwork for a series of workshops and study sessions to update the 1988 Development Plan. It will also reaffirm the goals and direction for the Pier for ensuing decades. New Projects and Programs During the course of the next year, SMPRC will continue facilitation of existing programs and pursue the following new programs and projects: 1. Implementation of the Pier Bridge and Ramp Project. 2. Manage and oversee new portable stage program. 3. Support tenants and operations conducting educational outreach. 4. Continue comprehensive review of Pier operations. 5. Facilitate review of the Santa Monica Pier Development Plan and craft renewed long-range goals. 6. Assist with coordination and planning of ongoing Pier Substructure Rehabilitation. 8/29/05 6 7. Formalize new leasing opportunity for gangway development and boat service operations. 8. Secure quality tenancy for 250 Santa Monica Pier and review interim use options. 9. Continue study of expanded parking options and development of prototype beach tram service. Conclusion The Santa Monica Pier has continued to thrive with an influx of local and regional visitors and a modest return of international tourists. The projects and programs presented for the coming year will continue the positive direction already established. In addition, the SMPRC will employ a renewed focus on preservation of historic character and the balance of responsibilities befitting a local treasure, regional recreation resource and international icon. Working with City Staff, Pier businesses and the public, the SMPRC will continue the work of preserving the pleasure pier experience for all ages and future generations. 8/29/05 7 Pier Operations Overview The operation of the Pier is guided by the following long term goals: . Symbiosis: Maintain the balance of diverse Pier uses and user groups while advocating for positive growth in accordance with the Santa Monica Pier Design Guidelines. . Accessibility: Improve access to the Pier through successful implementation of the Pier Bridge and Ramp Project and improvements to signage and traffic ci rculation. . Stature: Continue to build awareness of the Pier as a source of community pride, a national/international historic landmark and a cultural showcase. . Preservation: Preserve the diversity, history and uniqueness of the Pier. The City's Resource Management Department is responsible for funding and managing Pier Maintenance and Pier Leasing. The SMPRC provides policy direction for these functions and participates in the coordination of these efforts. The SMPRC provides oversight of the many projects, events and activities taking place on the Pier. Providing this valuable oversight is accomplished through an informed Board of Directors and through the daily efforts of knowledgeable and accessible staff who maintain a presence on the Pier seven days a week. SMPRC staff works closely with City Staff, Pier tenants, and members of the public to foster open communication, assist with problem solving, and review and approve projects. Further, in accordance with the Services Agreement, the SMPRC provides policy direction, advocates on behalf of projects and makes recommendations to City Staff and the City Council. The Santa Monica Pier's success depends on the coordination of diverse interests and activities. The SMPRC provides this coordination, balancing the efforts of City Staff, the goals of individual businesses and the interests of the public in accordance with the Pier Guidelines and the SMPRC Mission Statement. Objectives . To significantly improve access to the Pier through the construction of a ramp from the Pier to the 1550 PCH parking lot and improvements to the Pier bridge. . To advise the City and recommend policy for leasing, maintenance and operational matters and on other significantprojects that effect the Pier. 8/29/05 8 . To work cooperatively with City of Santa Monica departments to expedite resolution of leasing, maintenance, operational and development issues. . To maintain excellent communication and working relationships with Pier tenants and City departments including Resource Management, Transportation Management, Open Space Management, the SMPD and Harbor Patrol, and the SMFD with the goal of ensuring that special event, filming and other operational issues are managed in a safe and coordinated fashion. Strategies SMPRC staff will continue to maintain good rapport with City Staff to identify and prioritize projects. In addition to daily communication, regular meetings are held with representatives from Pier Maintenance, Harbor Patrol, SMPD, Resource Management, Open Space, and Parking and Traffic. The SMPRC Board also has an active Operations Committee charged with addressing issues related to public safety and project coordination. The SMPRC will actively advocate for visitor-friendly public safety and accessibility improvements, including the Pier ramp construction, bridge widening, new restrooms and renewed boat activity. SMPRC staff will continue to work with City Staff and tenants to ensure that visitor needs are met. In the area of leasing management, SMPRC staff will cooperate with City Staff to bring leasing matters to the SMPRC Leasing Committee and Board of Directors. The Board will continue to participate in the review and approval of new leases, renewals, issuance of RFP's and the development of new leasing opportunities in accordance with the Pier Leasing Guidelines and the SMPRC Services Agreement. Projects Central Plaza Multi-use Facility The old central restroom facility adjacent to the Police Substation was augmented nearly two years ago by a temporary restroom trailer installed West of the substation. Even with the temporary trailer, the current restroom inventory is woefully inadequate. The SMPRC Board developed a new Central Plaza Multi-Use Facility that provides upgraded restrooms, modest additional retail space, and upgrades to vending cart storage, the Police Substation and Pier Maintenance facilities. The new central plaza facility incorporates many City of Santa Monica Sustainable City goals and compliments the character and whimsy of the Pier. 8/29/05 9 250 Santa Monica Pier The SMPRC board is in the process of thoroughly reviewing the preferred use definitions and leasehold expectations for 250 Santa Monica Pier. In addition, to ensure active use of the space, the Board is reviewing interim use options. 250 Santa Monica Pier is a challenging venue as its current configuration requires either a creative custom tailored use or substantial tenant improvements. SMPRC will continue to work with city staff to secure a quality lessee. Gangway and Boat Access The SMPRC Board is currently working on definitions for a new leasing opportunity that will include the development of a gangway at the west end of the Pier and the return of modest boat activity. Boating operations will incorporate sustainable "green harbor" practices and offer services such as water taxis, sport fishing, whale watching and Santa Monica Bay Ocean Environment Tours. Parking Operations Parking operations for the lots serving the Pier (the Pier deck lot, 1550 and 1440 PCH and Hot Dog-on-a-Stick) are currently managed by a private parking company under contract with the city. SMPRC staff will continue to work closely with City Staff to ensure that visitors have easy access to parking and that filming and special event uses of the lots are coordinated. Adequate parking continues to be one of the primary obstacles to successful Pier operations. The SMPRC is currently researching options for expanded parking adjacent to the Pier and participating in the development of a prototype beach tram. Carousel Building Maintenance The Carousel underwent a major mechanical restoration in the Fall of 2002. This concluded a comprehensive interior restoration initiated in 1998. 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 continue advocacy efforts to restore the Carousel buildings original whimsical fac;ade including period signage and the cupola topping onion dome. Santa Monica Pier Aquarium Heal the Bay has provided exemplary service as the caretaker of the aquarium since the Spring of 2003. Visitorship has increased dramatically and Heal the Bay has worked closely with Pacific Park and the Harbor Patrol to integrate educational and student group opportunities on the Pier. The SMPRC will continue to support the current and future efforts of Heal the Bay and the Santa Monica Pier Aquarium. 8/29/05 [() Goals · To advocate for and effectively participate in the Pier bridge widening and ramp projects and the implementation of other parking and circulation improvements. · To advocate for the timely construction of the new Central Plaza Multi-use Facility. · To explore creative interim uses and redefine desired use for 250 Santa Monica Pier. · To continue to provide knowledgeable and accessible staff to manage the day-to-day activities and long range goals of the Pier. . To effectively coordinate new construction and capital improvement projects to mitigate the impacts on regular business and recreation on the Pier. · To support the efforts of Bubba Gump Shrimp and assist in the integration of their restaurant with the Pier community. · To return modest boat service through the development of an elevated gangway and sustainable "green harbor" operations. 8/29/05 II Administration Overview SMPRC staff is responsible for performing a wide range of functions. Responsibilities include but are not limited to the following: . Coordination of filming and events . Development and production of free public events . Marketing and promotion of the Pier . Community outreach · Facilitation and support of Board and committee meetings . Coordination with city staff on all projects, filming and events . Regular communication with city staff and Pier personnel . Maintenance and upkeep of Santa Monica Pier official website . Response to public inquiries and requests . Coordination of promotions, press conferences and product sampling . Creation of policy recommendations relating to public safety, street performance, parking and traffic, and development . Street performance monitoring . Management of SMPRC budget and finances, insurance policies and staff . Licensing of Santa Monica Pier Sign and official marks and monitoring compliance with model code of conduct and sweatfree policy During the 2004-2005 fiscal year the SMPRC staff focused on fine-tuning operation guidelines and procedures to manage increased workloads from expanded events, filming and community outreach efforts. New computers and software were purchased and the physical office layout was re-designed to maximize efficiency and communication. For 2005-2006 staff will continue to improve internal operations while facilitating long-term projects such as the 04/05 Operational Review. 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. 8/29/05 12 · To maintain open and regular communication with City Staff, Pier tenants and the public. . To serve as a public resource for Pier information and activities. Strategies Staff will continue to maintain excellent communication internally and with various City departments to ensure that it can effectively perform its administrative duties. Staff will respond quickly, efficiently and in a helpful and friendly manner to filming and special event clients, Pier tenants, City Staff and members of the general public. Preparation and fOllow-up for meetings will be completed as efficiently as possible. Programs Special Event Development Special events add value to the Pier as a community center, both financially and through additional exposure gained by event-related PR and advertising. SMPRC staff will continue to welcome and help coordinate exciting, venue-appropriate public and private events. To facilitate filming and event activities, SMPRC staff has developed a comprehensive film/event guidebook. Initially published in the Summer of 2004, the guidebook is updated regularly and serves as a valuable resource for staff and filming/event clients. The Santa Monica Pier is an increasingly popular special event venue. Staff will continue to work closely with event producers to ensure that events are conducted in a manner that maximizes public benefit and minimizes negative impacts. SMPRC staff participates in an annual citywide special event policy review to ensure that the guidelines for the Pier protect the rights of the public, meet the needs of the tenants and create a workable environment for event production. Filming on the Pier Staff will continue its efforts to promote the Pier as a filming location through the Pier website, in trade publications and through outreach to location managers and others. Filming activity promotes the Pier as one of the world's premiere public spaces in a cost-effective and often far- reaching manner and provides a vital revenue stream. SMPRC Staff will continue to work closely with City Staff and Pier tenants to ensure that filming activity is properly managed. 8/29/05 13 Dedicated Portable Stage In the Spring of 2005, the SMPRC board authorized the one-time purchase of a dedicated portable stage for use on the Santa Monica Pier. This purchase will provide significant long-term cost savings for the production of the Twilight Dance Series, Drive-in Movies and other SMPRC-produced events. During the peak summer months, the City of Santa Monica will recoup significant parking revenue, as the portable stage will be removed to maximize parking spaces on Fridays, Saturdays and Sundays. In addition, the portable stage is under the weight limits established for the Pier parking deck. The stage will be designated as the only approved stage for use on the Santa Monica Pier eliminating recurrent problems with broken deck-boards and stringers from the load-in and load-out of special event stages. Intellectual Property Management The SMPRC Board approved licensing rates and guidelines in March 2003. SMPRC Staff will continue to pursue and negotiate licensing agreements for use of the Santa Monica Pier Sign and official Pier marks. Multiple licenses have been issued for use of the Pier sign in advertising campaigns. In addition, the SMPRC has licensed the sale of official merchandise on the Pier and executed a license agreement with a local wholesaler. In 2005 the SMPRC Board adopted a Model Code of Conduct and Sweatfree policy for all licensing activity. The licensing guidelines are currently undergoing a review and will be updated prior in 2005. Street Performer Monitoring SMPRC Staff continues to work with street performers and street performer activists to address concerns, solve conflicts and create a working monitoring system on the Pier. Regular meetings of the street performers are held and translated into Spanish and Chinese. SMPRC staff works seven days a week to ensure consistent and regular monitoring. A voluntary voucher program has been adopted that eliminates confusion over which performer uses a given location during each rotation period. The SMPRC office and staff are accessible to performers seven days a week. The SMPRC acknowledges the importance of street performance and will continue to facilitate active performing on the Pier. Goals 8/29/05 14 . To maximize access to the Pier as a location for commercial filming, feature films, music and television productions and to do so with minimum detrimental impact on Pier visitors and businesses. . To foster street performance on the Pier by providing effective monitoring services and a regular forum for addressing problems. . To manage the licensing program for the City's Pier service marks and logos. . To maintain a current integrated calendar of SMPRC and Pier activities. . To maximize the use of the Pier's website to communicate events, activities and Pier resources to potential visitors. . To operate in a fiscally responsible manner. . To foster a positive image of the Pier through excellent customer service, prompt responses to inquiries and accessibility to all people. 8/29/05 15 Marketing Overview SMPRC's marketing efforts include five interrelated yet distinct focuses; community relations, special event production, advertising, sponsorship and event underwriting, and promotions. Community relations efforts focus on encouraging community involvement, promoting awareness of the rich educational opportunities on the Pier and fostering a sense of community pride on the Pier. Special events generate a sense of excitement, attract new visitors to the Pier and provide a platform for sponsorship and promotions. Advertising efforts include annual promotional programs, seasonal outreach, event promotion, cooperative efforts with other local agencies, production of special interest stories and regular communication with local and regional media outlets. Event underwriting and promotions provide additional revenue to support SMPRC marketing and special event efforts. Objectives The SMPRC Marketing objective is to promote the Santa Monica Pier as a unique year-round seaside venue with multifaceted entertainment, educational and recreational uses. With programs designed to highlight specific opportunities on the Pier and campaigns promoting the Pier experience as a whole, SMPRC staff strives to create a consistent message of fun, diversity and excitement for the Pier. To achieve this objective, the following items are given careful consideration throughout all of the SMPRC marketing efforts: · Recognition of the cultural, economic, and geographic diversity of the Pier's visitors. · Coordinating and promoting the diverse uses of the Pier. . Achieving the most cost-effective return for the resources spent. . Reducing the "seasonality" of the Pier by expanding awareness and use of the Pier as a year-round venue. Strateg ies The Pier is a unique and significant regional attraction that both competes with and complements other regional attractions. SMPRC will allocate its resources as effectively as possible to achieve its goals and objectives. 1. Maximize marketing resources by partnering, whenever appropriate, with Pier businesses, special event producers, corporate partners and local agencies. 8/29/05 16 2. Maintain an active calendar of events throughout the year that add to the excitement of visiting the Pier, are attractive to the local community and draw new visitors. 3. Promote the Pier regularly through public relations efforts, special interest stories and cost effective advertising. 4. Encourage the involvement of schools in educational activities on the Pier. Target Markets SMPRC marketing programs address two general market categories: potential Pier visitors and commercial clients. There are several target markets in each category: Potential Pier Visitors . Local Santa Monica and beach community residents . Residents of the Southern California region . Domestic and international visitors Commercial Clients . Travel industry professionals . Film companies . Event producers . Promotion and advertising firms Programs SMPRC Marketing will develop and manage the following programs to achieve its objectives. These programs are partially paid for by city funding but are also dependent on revenues generated by SMPRC sponsorship and event underwriting efforts, filming, and special events. Community Outreach Among the SMPRC board's long-term priorities is creating a "public square" concept for the Pier. This priority is addressed though a community relations program designed to increase community activity on the Pier The SMPRC will continue to encourage local organizations to produce their events on the Pier and to invite community performance groups to perform on the Pier. The purpose of these efforts is to continue building 8/29/05 17 local patronage of the Pier, by attracting groups with local constituents. New events on the Pier will provide additional opportunities for local organizations to conduct fundraising and create awareness. Pier JAMS The Junior Acoustic Music Series continues to take place on Saturdays and Sundays throughout the school year. The SMPRC hosts local student/youth music groups including string quartets, orchestras, jazz bands, mariachis, traditional music groups representing many cultures, dance troops and a cappella singing groups. Pier JAMS fosters positive experiences on the Pier for students and their parents and provides additional entertainment for Fall, Winter, and Spring weekend visitors. Pier Summer Internship Program The SMPRC is creating a program for young people preparing for a career in marketing, public programs or event management. Students are invited to apply for internships which, when completed, will give them a broad understanding of the many dimensions of event planning. Quarterly Newsletter SMPRC staff continues to work on development of a quarterly newsletter that will include, 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 debut in conjunction with the web site redesign in 05/06. Website Redesign As more and more people turn to the Internet for information and entertainment, websites that are cleverly designed, functional and attractive are important community outreach tools. The Pier's website, www.santamonicapier.orQ, has not been redesigned in over six years. The web site will receive a fresh look with more services for the public, including an enhanced event calendar, more information on public projects, rotating photographs and improved Pier history content. Twilight Dance Series Poster Design Contest Launched in the fall of 2002, this contest was designed to foster community involvement in creating the design and flavor of the various promotional materials used to advertise the ten week summer concert series. The 2005 contest was particularly successful thanks to new relationships with the schools and universities and additional publicity. Over 90 entries were received and 28 were selected for display on www.twiIiQhtdance.orQ.whereasecurepollingtolliscollectingvotes.As this program continues to expand, the SMPRC will explore ways to reward entrants and display the work in a public forum. 8/29/05 18 Santa Monica Pier Education Curriculum The Santa Monica Pier is an incredible educational resource. Opportunities for education and study include the ocean and beach environment, rich history, contemporary events, city planning process, public safety and police activity, multiple opportunities for math and science studies with the ferris wheel, roller coaster and inspiring artistic environments. One of the long-term goals of the SMPRC is to establish a Pier-wide education curriculum. Currently, Heal the Bay, Pacific Park and the Harbor Patrol are engaged in integrated education programming. The SMPRC will continue to support and highlight educational opportunities on the Santa Monica Pier, and will develop self-guided historic tours of the Pier for the spring of 2006. Community Fundraising With year-round activities the Pier can provide a reliable platform for local charities and non-profit organizations to conduct fundraising. The SMPRC continues to welcome charities and non-profit organizations to conduct fund raising and public awareness campaigns on the Pier and as part of special events. This program provides an opportunity to give back to the community and increase community activity on the Pier. Special Events SMPRC manages and produces events throughout the year that appeal to the Pier's diverse visitor population. Following is a description of the annual events produced on the Pier. In addition, the SMPRC will continue to assist event producers with private and public events. Twilight Dance Series The Twilight Dance Series is the largest annual event SMPRC produces. Now in its 22nd year, the concerts have grown from modest beginnings in 1983 to become the highlight of Santa Monica summers. In a 2002-2003 city survey, the Twilight Dance Series was identified as one of Santa Monica's most popular events with 43% of residents attending. The Twilight Dance Series offers an eclectic line-up that matches the diversity of Pier visitors and the community. The concerts are made possible through sponsorship and event underwriting. A new element will be added for the summer of 2005 called "Paths to Hope". This program will provide a weekly platform for charities and human service organizations to share their mission and work with thousands of concert attendees. Winter Holidays In 2004 the annual Holiday Open House expanded to include a classic car show in the East Lot in addition to arts and crafts, readings by the Santa Monica Public Library a holiday raffle and a visit from Santa. The SMPRC 8/29/05 ]9 is currently working with "Winterskate 2005" and the City in an effort to host the ice rink for the 05/06 holiday season. SMPRC staff continues to work closely with local hotels and tour operators to welcome Rose Bowl schools to Santa Monica for the New Year's holiday. Ashes and Snow From November to February a nomadic museum called Ashes and Snow will occupy a portion of the 1550 parking lot. SMPRC staff will continue to work closely with City staff and the tenants to coordinate smooth operations and minimize negative impacts. Ashes and Snow will conduct significant youth education outreach and should present positive cross promotion opportunities. Sunday Concerts on the Pier This annual pop music event, produced by the 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. Santa Monica Pier Arts Festival The Santa Monica Pier has a long history of visual arts. In 2004, a partnership with For The Arts and the Santa Monica Malibu Unified School District to produce "Celebration For the Arts" created an annual fund raising platform for an arts endowment that will secure arts education in local schools regardless of state or local funding. This event has been very successful. Drive-In Movies at the Pier The Drive-In Movies will return in 2005, with a schedule of ten 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 $9000.00 for the Cancer Relief Fund. Hope Festival To expand on previous September 11 observances, the SMPRC is working with the Westside Interfaith Council to create a Hope Festival on Sunday, September 11. At the Hope Festival, all "Paths to Hope" participating organizations will be invited back to exhibit in a day that will include world music, guest speakers and a public art project. 8/29/05 20 Madison Theatre Project - World Music Festival The SMPRC has previously partnered with the Madison Theatre Project to produce a Cinco de Mayo Festival, the Kirin Opera and the Mini Dance Festival. SMPRC plans to work with Madison Theatre Project again in October 2005 to present a World Festival of Sacred Music showcase event. Public Relations Public relations efforts for 2005/06 will include the following: · Building relationships with local organizations to encourage participation in Pier events and promotions. · Distribution of regular press advisories for special events, new projects and special interest stories. · Friendly and prompt response to media inquiries. · Management of media communication in times of crisis. AdvertisinQ Internet The Piers official web site, www.santamonicapier.ora, is maintained by the SMPRC. SMPRC staff regularly updates current event information, up- coming meeting agendas, and general Pier information. The Pier web site provides a comprehensive overview of the Pier including filming and event information, film and event permit application downloads, Pier tenant and activity listings, contact information and Pier History. SMPRC also works with local and regional agencies to create mutually beneficial links. This website will be redesigned in 2005/2006. Print The SMPRC will design and purchase advertising in the CVB's Santa Monica Visitors Guide. Event-specific ads will be placed when budgets allow or through in-kind trade. SMPRC will also coordinate and participate in cooperative advertising opportunities for the Pier with Pier tenants and local agencies. Rack Card SMPRC will produce a comprehensive directory of businesses and attractions for use on the Pier as a visitor's guide and for regional distribution through a company such as Certified Folder. They will be available to guests and potential visitors through the Convention and 8/29/05 21 Visitors Bureau,California Welcome Centers, and hundreds of hotels and restaurants. 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 UnderwritinQ 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. Marketing Goals · To promote the Pier as a unique historic landmark and public space. · To produce, promote and enhance the Pier's existing calendar of special events. · To increase the use and vitality of the Pier in the "off-season" of Fall, Winter, and Spring. · To increase awareness of the Pier as a community resource. · To promote and coordinate special events and filming such that they enhance the public space whenever possible. · To obtain media coverage of special events and news. · To secure sponsorship and underwriting support for the Pier's events. · Establish the Pier as a world-renowned recreation and entertainment venue and tourist destination. 8/29/05 22 8/29/05 Pier Restoration Corporation Board of Directors Jean McNeil Wyner, Chair Ellen Brennan, Vice-Chair Sandra Pettit, Secretary Allan Lipsky, Treasurer Josefina Aranda Cindy Bendat Joel Brand Kent Smith Linda Sullivan Robert Willner Staff Executive Director Marketing Manager Office Manager Administrative Assistant Deck Manager Ben Franz-Knight Rachel Hoover Aurora Astorga Jim Harris Wayne Von der Mehden 23 Attachment 3 SMPRC Accomplishments .FY 04/05 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. · Continued production of 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 and September of 2004 and will continue with free movies every Tuesday night in August and September of 2005. · 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 event, now in its second year, continues to be a successful two day free arts festival featuring Santa MonicalMalibu' s talented youth alongside professional Wests ide artists and arts organizations. · Partnered with the Santa Monica Public Libraries to produce a student" Garage Band" showcase. Worked with the SMPL Youth Council to coordinate the event. · Building on a three year relationship, the SMPRC will partner with the Madison Theatre Project on October 1,2005 to present a "World Festival of Music" concert on the Pier. · Recognizing the opportunity to provide a platform for local non-profit organizations, the SMPRC developed a program with the Santa Monica Interfaith Council called, "Paths to Hope". This program welcomes non-profits to ten Thursday night concerts, provides a table and the opportunity to share their message. Paths to Hope will culminate in a community event on September 11, 2005 that will include memorials, messages of hope, participatory art and musical performances. · The Pier has hosted several September 11th memorials over the last few years. For September 11,2005 we are working with the Santa Monica Bay Interfaith Council to present a community "Festival of Hope". The event will include memorials, public art projects and messages of hope. 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. · Cavalia, a long-term event hosted in the 1550 Parking lot. SMPRC worked closely with city staff to coordinate and manage the impacts of extended use of the 1550 parking lot. · Special Olympics, an annual event that returns to the Pier on October 10,2005. · Los Angeles Film Festival Family Day at the Pier, a new event for the Pier, is an integral part of the Los Angeles Film Festival. Moving from a previous location in Hollywood, the event was held on the Pier on June 25, 2005 and was a huge success. The event consisted of multiple children's activities, live music and an outdoor screening of Babe. 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 dramatically 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 gift from the Pier. This annual Holiday tradition has become a favorite of families seeking an escape from the holiday shopping fray. A new element was added for 2004 with a classic auto show. Santa also arrived at the Pier in a classic 57 Chevy convertible. · 21 Sl Annual Twilight Dance Series. SMPRC continues to produce a 10 week free summer concert series on Thursday nights. The 21 sl year of the concerts showcases an updated look with a new stage and a community outreach program called, "Paths to Hope"" "Paths to Hope" provides an opportunity for local non-profit organizations to gain exposure at the concerts and share their purpose and goals. Each concert features a different non-profit/community support sector such as, "Eliminating Hunger and Providing Shelter" and "Benefiting People Who Serve in Law Enforcement." · 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 P A 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 auto show, severaIlocal 1O-12k runs, a poetry jam and a Route 66 Anniversary event. 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 5 film shoots and 3 still photo shoots per month. Filming activity on the Pier has continued to thrive while maintaining public access and ensuring the integrity of day-to-day business. Day to Day Oversight SMPRC has focused concerted effOlt 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 engages 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. · Active Participation in City Projects in and around the Pier. · Pro-active problem solving to address parking and public access issues. SMPRC Staff Retreat and Research Trip The SMPRC Staff visited five prominent California piers and wharfs between March 22 and March 28,2005. By meeting with operational and management staff at other coastal recreation sites, staff gained perspective on the Santa Monica Pier and is better able to make recommendations on programs and services to enhance the Pier. Staff presented a comparison of the various piers and wharfs and identified four potential areas for further consideration on the Santa Monica Pier: boat access, rnore small unique restaurants, improved signage, and preservation of character. In the fall of 2005 the SMPRC Board will visit the Long Beach Harbor as part of the annual board retreat to view the closest competition both geographically and in recreational offerings. Portable Stage Purchase SMPRC presents an ever-expanding calendar of public events and regularly facilitates the production of special events on the Pier. In 2005 the SMPRC acquired a portable stage to address a number of production, operational and budgetary issues. The new stage is utilized for all SMPRC produced events, tenant events (such as the Sunday Concert Series) and will be rented out for use at special events hosted on the Pier. In addition to long-term cost savings from stage rental, the portable stage preserves valuable parking on lhe Pier deck during the peak summer season and will provide greater flexibility for expansion of year-round events calendar. The stage has multiple configurations to accommodate intimate musical performances and large concert presentations as well as outdoor movie screenings. Historic Preservation The SMPRC Board adopted a four phase Pier-Wide History Program concept that includes site- specific historic tours, enhanced history displays and educational programming. The program culminates in 2009, the 100 year anniversary of the Pier, with the opening of a new museum quality Pier history display at the west end of the Pier.