SR-304-003-03 (7)
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City Council Meeting 11/10/87
Santa Monica,
11--0
NOV 1 0 1987
1m\! 1 7 1987
California
TO: Mayor and City Council
FROM: City Staff
SUBJECT: 1987 July 4th Evaluation
INTRODUCTION
This report provides a review and assessment of the 1987 July 4th
events. Rescheduling the fireworks display to dawn resulted in a
deCline in the number and reduction in the seriousness of public
safety incidents and in the need for extensive crowd and traffic
control.
Overall reaction of the estimated 75,000 people
attending the event was positive as was the extensive media
coverage.
Included is a comparison of this year's wi th last
year's experience relative to public safety, traffic control and
fire and emergency medical service incidents.
Beach and park
operations are also reviewed. A discussion of the fireworks and
art events as well as recommendations for the future are
presented.
DISCUSSION
Public Safety
This year's record of arrests, assaults and disturbances were
fewer in number than last year and, more significantly, were not
of greater seriousness than incidents usually dealt with by our
police department on an average summer weekend. This year, there
were
28 arrests, 4 for felonies and 24 for misdemeanors
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estimation is an inexact science and the number variance in large
part was due to the fact that numbers were provided by people
standing in different locations.) The size of the crowd and the
attendant traffic was an improvement compared to previous years
when 500,000 people and several thousand cars clogged the
streets, sidewalks and arteries of Santa Monica. This year,
minimal traffic measures were taken for both the morning and
evening of July 4th and included the closure of highway 187 (Rand
Incline) and Appian Way to facilitate traffic flow and public
safety efforts. This year the Pier and Ocean Avenue were quiet
by 6 a.m. after the fireworks.
For the Fire Department, there were no traffic problems during
emergency responses and there were no reported fires or injuries
resulting from "fireworks". There are normally about 18
emergency medical responses per day, but on this July 4th, there
were only 11. There were 8 other emergency responses on that day
which have been characterized as routine fire and non-fire
related incidents (e.g. a trash fire; inoperable stove). There
were no fires on the bluffs this July 4th. (Bluff fires in
previous years have been a focal point of safety concern) .
Beach And Park Operations
Saturday was a moderately busy beach day. Lifeguards estimate
that 160,000 people used the beach en Saturday. The parking
volume was similar to that of last year: 8,405 cars in 1987
versus 8,529 in 1986. Revenues were up this year: $42,025 versus
$34,116 received in 1986 because of the increase from $4 to $5
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for holiday parking. Overall, staff hours were down this year at
300 hours worked by beach parking attendants versus 348 hours in
1986. On balance, the increase in parking revenues and reduction
in parking attendant costs resulted in a net revenue increase of
$8,110. At night only a few thousand came to Santa Monica
expecting to see evening fireworks. Police have indicated that
the Harbor Guard announcements from the pier PA system that there
would not be fireworks seemed to disperse citizens who had come
for an evening show. Beach clean-up was made easier compared to
previous years because the amount of trash associated with
fireworks was significantly reduced.
The structured park programs were generally successful in that
194 children participated in the activities at Douglas, Marine
and Lincoln parks. Although 9 recreation staff were assigned in
total, the 1987 overall cost for this component was negligible
($126 vs $92 in 1986 when 5 staff were on duty). Generally, our
visibility in the community improved because of the structured
events and we recommend continuing park activities next year.
A city Promotional opportunity
Electronic and print media highlighted the creativity and
uniqueness of the idea and presented the City to the community,
region and nation in a most favorable light. Pre-event coverage
was extensive. Post-event coverage included mention on all the
local television stations, 18 newspaper stories, 20 local radio
stories, and numerous national radio, network, television and
newspaper reports.
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Extensi ve noticing to residents of Santa Monica who would be
closest to the fireworks helped people know what to expect.
Distribution of fliers to beach geers and to the community served
to get the word out that something new was going to be tried this
year.
The Fireworks
The fireworks display was hailed as impressive and unique.
Generally, the reactions of those who participated, from informal
observation as well as from media accounts, was very positive.
However, there were noise complaints. Al though noise was an
issue, the bulk of concern was expressed before the event and
citizen opinion was split on the issue. For example, the
Recreation and Parks Department received 480 calls on the
Thursday before the event, half of which were from callers who
supported our efforts and half from those opposed to the idea.
During the event, 100 calls were received by the Police
Communications Center complaining about the noise.
On the other hand, comments from those in attendance also
indicated that many in the crowd would have enjoyed listening to
the KSRF Radio broadcast through a larger sound system. Some in
attendance participated in the group vocal event but generally
the logistics were complicated for the size of the crowd.
Future Planning Opportunities
staff has received suggestions to expand the scope of the event
including: adding an additional arts component, widening
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promotion of the KSRF broadcast, and holding a community
breakfast. The Los Angeles Pops Orchestra has approached the
City to perform patriotic music (underwritten privately) as part
of the finale. KSRF has also suggested increasing promotion to
encourage people to bring their radios. Staff has been
approached by a local catering firm who is interested in
organizing a community breakfast wherein a portion of the
proceeds would be donated to the city.
BUDGET/FISCAL IMPACT
No additional fiscal impact is anticipated beyond funds allocated
in the budget.
RECOMMENDATION
The overall improved public safety is perhaps the strongest
arbiter in determining how successful the event was. Because
the dawn fireworks show preserved an important national and local
tradition and alleviated the major pUblic safety incidents of
previous years, staff recommends repeating the dawn fireworks
show in 1988. staff will also continue to explore other possible
activities that would enhance the event for the community.
Prepared by: Kathryn K. Spellman, Sr. Management Analyst
(display4)
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