SR-062408-1Bc7-~
~;YO, City Council Report
Santa Monica
City Council Meeting: June 24, 2008
Agenda Item: ~ ~B
To: Mayor and City Council
From: Andy Agle, Director. of Housing and Economic Development
Subject: Santa Monica Pier Restoration Corporation 2007/08 Budget and Work
Plan
Recommended. Action
Staff recommends that the Santa Monica City Council approve the Budget and Work
Plan for FY 2008-09 submitted by the Santa Monica Pier Restoration Corporation
(SMPRC).
Executive Summary
To better reflect SMPRC's special events in honor of its 100th year, the SMPRC's FY
2008-09 Budget of $1,434,200 shows core activities and special Centennial events
separately. The total budget for SMPRC's basic services is expected to be $899,200. In
addition, SMPRC expects to spend $535,000 for .special events. for the Centennial
celebration. The City's grant of $605,200 consists of the basic grant of $485,200, plus a
one time enhancement of $120,000 for the Centennial
Background
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 supersedes all previous agreements.
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
1
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
plan and budget setting forth the goals and objectives of the SMPRC for each ensuing
fiscal year, subject to approval by Council.
In accordance with Section 4.2 of the Services Agreement, the SMPRC is submitting for
City Council approval this annual operating Budget and Work Plan for the
implementation of programs and activities for which the SMPRC is responsible.
Discussion
SMPRC's Budget for FY 2008-09 shows income and expenditures separately for core
activities and Centennial celebration activities to ensure that .core activities maintain
budgeting consistency and expenses for. the Centennial- are appropriately tracked.
Revenues for basic services for FY 2008-09 are projected to be 4% higher than in FY
2007-08. Major increases are shown in sponsorships for special events and a full year
of Carousel booking. fees. The increase in sponsorship can be attributed to the
enhanced quality of performances that SMPRC was able to secure as a result of the
City's one-time grant last year. The basic grant from the City in FY 2008-09 decreased
by 1% as last year's grant included a one time enhancement of $15,000 to support
planning activities for the Centennial celebration.
Basic expenditures for FY 2008-09 are projected to increase by 4% from the previous
year's adjusted budget. Administrative expenses are proposed to increase 9% to pay for
1.5 additional staff members to manage evehts, filming and weekend activities (to be
offset by additional revenues from hese events), and to pay for increases in cost of
living and salary increases. The budget for the year-long Centennial event is $535,000
and is more fully described. iri the attached Work Plan. As a result, basic marketing and
special events are expected to be level, as shown below:
2
007-08
Bud et 2008-09
Proposed
Basic
Services
Bud et
entennial
Total
2008-09
Bud et
-
2009 v 2008
Bud et
Revenues
Cit Fundin $489,300 $485,200 $120,000 $605,200 -1%
Event
Sponsorships
(TDS, prive-In,
Wake-U)
70,000
115,000
115,000
4%
Event
S onsorshi
$260,000
$260,000
Grants $0 $80,000 $80,000
Promotions $64,000 $64,000 $0 $64,000 0%
Filmin $83,000 $90,000 $0 $90,000 8%
S ecial Events $110,000 $90,000 $0 $90,000 -18%
Carousal
Bookin
$27,000
$52,000
$0
$52,000
93%
100th
Fundraisin
$20,000
$0
$75,000
$75,000
-100%
Licensin $2,300 $3,000 $0 $3,000 30%
Total
Revenues
$865,600
$899,200.
$535,000
$1,434,200
4%
Expenditures
Administration $383,250 $418,450 $0 $418,450 9%
O erations $66,030 $69,730 $0 $69,730 6%
Professional
Services
$17,200
$17,900
$0
$17,900
4%
Marketin $42,320 $35,320 $0 $35,320 -17%
Events $356,800 $357,800 $535,000 $892,$00 0%
Total
Expenditures
$865,600
$899,200
$535,000
$1,434,200
4%
Work Plan for FY 2008-09
The primary focus during FY 2008-09 will be celebration of the Pier's Centennial year.
SMPRC has organized acommunity-based committee to plan a full calendar of events.
SMPRC will continue to produce the Twilight Dance Series, "Wake Up the Waves"; a
,children's fall music series, and Junior Acoustic Music Series, and will coordinate the
3
Taste of Santa Monica, Special Olympics Pier del Sol, and Celebration of the Arts, a
spring arts festival produced with .the Santa Monica-Malibu Education Foundation.
SMPRC will continue to prepare and distribute to 12,000 subscribers its email
newsletter, "Beyond the Pier Sign"..During the coming year, SMPRC also will continue
to monitor leasing and oversee the progress of capital projects on the Pier.
Board Action
The SMPRC Board of Directors approved its Budget on May 7, 2008, and Work Plan on
June 4, 2008.
Financial Impacts & Budget Actions
City funding for the SMPRC in the amount of $605,200 is included in the City's FY
2008-09 Proposed Budget at Account No. 30626.577300.
Prepared by:
Miriam Mack, Economic Development Manager
Approved:
Andy Agle, Director
Housing and Econo evelopment
Forwarded to Council:
Attachment A: SMPRC Proposed Work Plan FY 2008-09
Attachment B; SMPRC Proposed Budget FY 2008-09
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Attachment A
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2008 - 2009
6/5/08
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2008 - 2009
Table of Contents
Page number
PRC Mission Statement 2
PRC Roles and Responsibilities 2
Executive Summary 3
Pier Operations 10
Administration 14
Events and Marketing 18
PRC Board and Staff 26
6/5/08 1
PRC Mission Statement
To preserve and enhance the pleasure pier experience for people of all ages and
for future generations.
PRC 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 PRC entered into
the agreement for the purpose of governing certain operational and managerial
functions. Under the Services Agreement, the PRC has responsibility for
overseeing the day-to-day operation of the Pier, marketing and promoting the
Pier, advocating for capital and development 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
• Community0utreach and Education
The PRC works closely with the City of Santa Monica, tenants and the public 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 Circulatioh
• Maintenance
• Capitallmprovements
• Leasing and Development
• Public Space Use
Balancing administration with advocacy, the PRC 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 PRC works to enhance the
experience of Pier visitors while balancing the needs and goals of the City and
Pier businesses.
6/5/08
Executive Summary
Overview
The Santa Monica Pier Restoration Corporation (PRC), anon-profit public
benefit corporation, was formed in 1983. The Pier suffered enormous damage
as a result of storms in the winter of 1983.. The PRC was formed for the purpose
of assisting the City in the rehabilitation, preservation, protection, development,
operation and management of the Pier. An eleven member volunteer Board of
Directors whose members are appointed by City Council governs the PRC.
The Santa Monica Pier Development Plan, a two phase plan prepared by the
PRC, was adopted by City Council in 1988. Since that time the PRC, in
cooperation with the city, has overseen the successful implementation of all
feasible elements of the plan. Accomplishments include the Phase 1 goals of an
amusement park, revitalized restaurants and increased commercial vending
opportunities. 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 4 million local, domestic and international visitors each
year.
Prior to 1996, the PRC's focus was on rebuilding and developing the Pier. From
1996 until 2002, the PRC shifted its focus from development to improving
operations and services; enhancing public amenities, marketing, corporate
sponsorship and special events. In November of 2001, the Board of Directors
established a new direction for the PRC 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 shiftin operation philosophy.
Today the Santa Monica Pier is recognized as one of the preeminent free public
destinations in California. Serving a diverse community, the Pier is an iconic
venue with regional, national and international prominence. Quality events,
active tenant operations and extensive media exposure have solidified the Pier's
place as one of California's great assets. The visitor base continues to diversify
and Santa Monica's historic pleasure pier has recaptured the popularity seen in
the 20's and 30's, the heyday of pleasure piers in Santa Monica Bay. With
thriving business operations and a full calendar of annual events, the Pier has
transitioned from a traditional "summer" destination to being recognized as a
year-round destination, with large crowds frequenting the Pier on-all good-
weatherweekends and holidays throughout the year.
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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 a
vibrant midway. In 2007-2008 apier-wide infrastructure assessment project
commenced with initial results forming the foundation of capital
improvement projects for 2009-2011. In addition to commercial
revitalization, several significant infrastructure projects are either currently
underway or in the final planning stages: substructure rehabilitation,
central restrooms. The Pier Access Improvement Project also continues to
be a priority project and the PRC will continue to advocate for project
implementation. In 2008 the pier welcomed the Trapeze School New York,
adding a vibrant activity to 370 Santa Monica Pier. In addition, candidates
were selected for the development of a restaurant with live music in 250
Santa Monica Pier and an Old Fashioned Soda Fountain in the Carousel.
2009 marks 100 years since the Santa Monica Pier first opened to the
public on September 9, 1909. The Centennial Celebration Theme, "100
Years in the Past, 100 Years in the Future" was established to guide the
creation of events and activities that commemorate the tremendous history
of the Pier and set the foundation for the next 100 years. The Centennial of
the Pier presents a unique opportunity to reflect on the past and leverage
that reflection for the benefit of the future. The following Annual plan
outlines the programs, services and projects 2008-2009 fiscal year that
serve the mission and goals of the PRC and maximize the potential of the
Pier's 100th year.
PRC Areas of Focus
The focus of PRC efforts fall into eight interrelated categories: Events,
Community Outreach, Marketing, Capital Improvement Projects, Leasing,
Historic Preservation, Operations and Long Range Planning.
Events
The annual calendar of events on the Pier runs year around and features long-
standing events like the Twilight Dance Series and innovative reincarnations of
classic experiences such as-The Santa Monica Drive-In at the Pier along with a
broad base of community and cultural events including children's concerts, food
festivals, runs, pep-rally's, movie premiers and auto shows. Based on the
success of PRC produced events over the last seven years, the popularity of the
Pier as a special event destination has grown considerably. The Pier has
become the official site for several high-profile annual events including Taste of
Santa Monica and Special Olympics "Pier del Sol", several running events, live
concerts and product launches. In addition, local partnerships continue to
6/5/08
produce fantastic cultural events including "Wake up with the Waves", a fall
children's music series, and "Celebration for the Arts", the spring arts festival
produced with the Santa Monica-Malibu Education Foundation. The Centennial
Celebration of the Pier will integrate existing events on the Pier, establish
new events and activities and present a crowning celebration befitting the
Pier's iconic status, international draw, prominent community role and rich
history. In 2008 the PRC established the Centennial Steering Committee
and retained the services of Public Works Inc. to assist with the extensive
planning and coordination for this momentous occasion.
For all events, regardless of size, the PRC continues to offer the highest level of
customer service. The PRC continues to offer a small but valuable list of core
event support services. Rental of the stage, crowd control barricades and pop-
up tents has enhanced event production on the Pier. Further, the quality of
events produced in-house has increased while overall production costs have
decreased. Finally, the PRC has developed a comprehensive event guide book
to assist event producers with the planning and execution of events on the Pier.
Communit Outreach
With over 4 million visitors per year, the Pier provides an excellent platform for
organizations seeking to share information, raising awareness and 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 to provide a showcase for talented youth. On a regular
basis, jazz bands, dance groups, orchestras, and a cappella singing groups
perform for free to delighted Pier visitors. Many groups return year after year
during annual trips to Southern California, and new groups are constantly
seeking dates to perform.
Recognizing the importance of the Pier to the community, the PRC regularly
engages the public in matters relating to the Pier. From the Twilight Dance
Series poster design contest and surveys regarding issues affecting the Pier to
an open-door office policy that fosters regular discourse regarding a wide variety
of operational and public use issues, the PRC encourages and benefits from
diverse opinions and-new ideas.
To further foster open communication, the PRC launched an a-mail based bi-
weekly newsletter in the spring of 06 called, "Beyond the Pier Sign". The
newsletter includes a calendar of events, updates on Pier activities, articles
focusing on the Pier community and a "You were here" community photo
6/5/08
forum. The newsletter is sent to a dedicated email list of over 12,000
individuals who have expressed interest in the Santa Monica Pier. The
feature articles generally provide an insider's peak into the colorful characters
and unique projects and activities that take place on the Pier. In 2008 an online
archive was added to the main Pier website.
The Pier is a popular destination for school groups and kids camps. In
2008 PRC staff facilitated several tours of the Pier for school groups
covering topics such as pier history, special events and filming.. The tours
generally end at the west end with a water safety demonstration conducted
by the Harbor Patrol. In addition, school groups have been invited to the
Pier to paint the "pyramid tops" to the wooden pedestrian security boxes
located on the Pier. Both the school tours and the painting projects are an
ongoing part of PRC efforts to facilitate ongoing education and learning on
the Pier.
Capital Improvement Projects
The PRG continues to advocate and support a number of important capital
improvement programs on the Pier. Currently three projects are considered high
priorities for 07/08.
Pier Access Improvement Project
PRC 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 PRC Board continues to vigorously
advocate for the completion of this project and will support efforts to move
the project forward expeditiously upon final approval of project scope and
funding by Caltrans.
Pier Infrastructure Assessment
Commenced in the Fall of 2007, the PRC has actively monitored the
progress and results of the assessment. Upon completion, this project
will provide a valuable update of the Pier's current condition and will serve
as a guide for future annual maintenance programs and capital
improvement projects. The PRC will continue to work closely with City
Staff to review the assessment results and to create an integrated plan for
the future well being of the Pier. 1n 2008-2009 the several projects
identified during the assessment will be implemented including
infrastructure upgrades, lighting upgrades and the restoration of the
Carousel Onion Dome.
Central Plaza Multi-use Facility
6/5/08 6
The Central Restroom and Multi-Use Facility construction will commence
during the Summer of 2008 to facilitate completion prior to the 2009
Summer season. The PRC will work closely with City Staff to ensure that
this vital and long-overdue project moves forward in a timely manner. The
addition of new restrooms will dramatically improve public services on the Pier.
In addition, the project includes a small retail space and a much needed
commissary for the food vending carts on the Pier.
Carousel Onion Dome
Restoration of the Carousel Onion Dome has been a priority of the PRC and
local preservationists alike. The PRC has advocated for funding to support
the reconstruction and installation of this iconic component of the historic
Looff Hippodrome and will assist with the coordination and planning to
complete this project in 2008-2009.
Gangway
Installation of an Emergency Access Gangway at the west end of the Pier
has been a priority project for a number of years. The PRC will continue to
advocate for the completion of designs and plans for this important public
safety enhancement that will provide emergency evacuation from the west
end of the Pier and re-establish safe boat access to the Pier.
Pier Lighting
The PRC has supported several lighting enhancements on the Pier
including upgrades to pier necklace lighting slated for 2008 -2009,
improvements to lighting on the Looff Hippodrome and a comprehensive
review of Pier-wide lighting and fixtures in the context of the Pier.
Infrastructure Assessment Project. In addition the PRC is planning to
enhance the holiday ambience on the Pier in 2008-2009 with additional
holiday lighting and decor.
Carousel Deck Seating
In 2007 the PRC and the Santa Monica Pier Aquarium identified a joint
project to return seating to the east Carousel deck. The proposed project
consists of fixed seating featuring custom. Santa Monica Bay aquatic life
themed table tops and seats that will promote the aquarium "just below the
deck" and provide much needed seating for school groups, pier visitors
and special events. The PRC will continue to work with the Aquarium to
seek approval from the Landmarks Commission and indentify funding to
implement the project in 2008-2009.
Leasing
In 2008 370 Santa Monica Pier was reactivated with a unique interim use
with the Trapeze School New York. In addition, lease negotiations
6/5/08
commenced for 250 Santa Monica Pier for a restaurant with live music and
an Old Fashioned Soda Fountain in the Carousel. In 2008-2009 the PRC
will participate in the issuance of RFP's for vendor cart services as well as
330 Santa Monica Pier.
Historic Preservation
Now in its 24th year of operation, the role of the Santa Monica Pier Restoration
Corporation has grown to also include historic restoration and preservation. The
PRC developed aself-guided history tour in 05/06 which is provided to visitors
and school groups to enhance their experience on the Pier. In 06/07 the tour
was translated into Spanish and the physical "historic points of interest" were
identified on the Pier. in the fall of 2008 plaques will be placed at the 14
"historic points of interest". The plaques have been sponsored by local
organizations, individuals and companies and will be part of the official
launch of the Centennial Celebration program and have supported initial
fundraising efforts for the Pier's celebration in 2009..
New Projects and Programs
During the course of the next year, PRC will continue its existing programs and
pursue the following new programs and projects:
1. Oversee and produce events to promote and celebrate the
Centennial of the Santa Monica Pier.
2. Support and assist the construction of the Central Restroom and
Multi-use Facility.
3. Work jointly with the Santa Monica Pier Aquarium to return
seating to the east Carousel deck.
4. Advocate for and coordinate the implementation of the "Sand
Tram" beach access service pilot program.
5. Continued advocacy for Pier Access Improvement Project.
6. Continue general oversight of Pier operafions.
7. Engage the public in dialog regarding review of the Santa Monica Pier
Development Plan and creation of new long-range goals.
8. Assist with coordination and planning of ongoing Pier Capital
Improvement projects.
9. Continue to provide excellent customer service and management of
special events in public spaces on the Pier.
10. Continue the study of expanded parking options, signage
improvements and development.
6/5/08
Conclusion
The Santa Monica Pier is firmly established as a premier recreational venue
with a constant flow of local, regional, national and international visitors.
The projects and programs presented for 2008-2009 will continue the
positive momentum established over the last few years, pausing to look
back as we prepare to celebrate the Pier's first 100 years and at the same
time looking forward to ensure a successful future. The PRC will continue
to focus on preservation of the Pier's 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 PRC will continue to preserve the pleasure pier experience for all ages
and for future generations.
6/5/08
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
circulation.
• Stature: Continue to build awareness of the Pier as a source of community
pride, anational/international historic landmark and a cultural showcase.
• Preservation: Preserve the diversity, history and uniqueness of the Pier.
The City is responsible for funding and managing Pier Maintenance and Pier
Leasing. According to the framework laid out in the current Services Agreement,
the SMPRC provides policy direction for these functions, participates in the
coordination of these efforts and provides day to day operational oversight.
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. PRC staff work
closely with City Staff, Pier tenants, and members of the public to foster open
communication, assist with problem solving, and review and approve projects.
The Santa Monica Pier's success depends on the coordination of diverse
interests and activities. The PRC 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 PRC Mission Statement.
Objectives
To facilitate smooth day-to-day operation while maintaining short-term
and long-term operational goals for the Pier.
To advocate for the timely completion of current Capital Improvement
Projects.
• To support ongoing lease negotiation efforts for 250 Santa Monica Pier
and the Carousel Soda Fountain
6/5/08 10
• To significantly improve access to the Pier through the construction of a ramp
from the Pier to the 1550 PCH parking lot, widen the sidewalk on the south
side of the bridge and seismically retrofit the Pier bridge.
• To advise the City and recommend policy for 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.
• To maintain excellent communication-and working relationships with Pier
tenants and City departments including Resource Management,
Transportation Management, Open Space Management, Community
Maintenance, 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
PRC 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, Community Maintenance and Parking and Traffic.
The PRC Board also has an active Operations Committee charged with
addressing issues related to public safety, project coordination, parking and
traffic
The PRC will actively advocate for visitor-friendly public safety and accessibility
improvements, including the Pier ramp construction, bridge widening, new
restrooms and renewed boat activity. PRC staff will continue to work with City
Staff and tenants to ensure that visitor needs are met.
In the area of leasing management, PRC staff will cooperate with City Staff to
bring leasing matters#o the PRC 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,
and the PRC Board will advocate for improved/enhanced property management
in accordance with the Pier Leasing Guidelines and the PRC Services
Agreement.
Projects
Central Plaza Restrooms and Multi-use Facility
6/5/08 I 1
The old central restroom facility adjacent to the Police Substation has
been augmented with temporary trailers for over two years. Even with the
temporary. trailers, the current restroom inventory is woefully inadequate.
The PRC 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 facility incorporates many City of Santa
Monica Sustainable City goals and compliments the character and vvhimsy
of the Pier. The PRC will continue to advocate for the timely completion
of this much needed project.
250 Santa Monica Pier
The PRC board approved a preferred use of "creative, cultural and or
performing arts venue with nonformula retail or food service". An RFP
was issued in 2007 with a candidate selected for exclusive
negotiations in late 2007, the PRC continues to support City Staff
efforts to finalize a lease and activate the use of this space.
Gangway and Boat Access
The PRC Board continues to support and advocate for this important
public safety project. In addition, the PRC Board will continue to
study options for the return ofJimited boat service to the Santa
Monica Pier.
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. PRC 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 PRC will continue to actively
pursue parking and public access alternatives for the Pier including shuttle
and tram alternatives such as the "Smiley Sand Tram" a prototype beach
tram designed to seamlessly connect Santa Monica's varied beach
assets.
Carousel
In 2008 the PRC assumed the responsibility for managing birthday
parties and special events in the Carousel. Management of Carousel
events has been integrated with the PRC's pre-existing
responsibilities for managing special events and filming in all other
public areas on the Pier. The PRC will continue to work jointly with
the Santa Monica Pier Aquarium to return seating to the east
carousel deck. This area will be made available for school groups
6/5/08 12
and other Pier visitors and provide additional rental opportunities for
special events and picnics. The PRC will also continue to support
efforts to restore the Carousel building's original whimsical fagade
including period signage and the cupola-topping onion dome.
370 Santa Monica Pier
The Trapeze School of New York commenced interim use of 370
Santa Monica Pier in 2008 activating the space for regular use for the
first time in over 12 years. The PRC will continue to support the
interim use of the site while facilitating ongoing discussions and
planning for long-term development. "
1550 Lot/Beach Maintenance/Ocean Front Walk Appearance
The PRC will continue to advocate for improvements to the physical
and aesthetic appearance of the Beach Maintenance area and the
"Deauville" site. The PRC will work with City staff to create a more
welcoming and inviting entrance for visitors accessing the Santa
Monica Pier from PCH, Seaside Terrace and the 1550 parking lot.
Lighting
Ongoing efforts to upgrade lighting on the Pier will be supported by
the PRC through the Pier Infrastructure Assessment Project, holiday
lighting, and the upgrade of the Pier's necklace lighting.
6/5/08 13
Administration
Overview
PRC staff is responsible for performing a wide range of functions.
Responsibilities include but are not limited to the following:
• Production of events including the Twilight Dance Series, Drive-In
Movies, Youth Concerts, Holiday Open House, and in 2008-2009 the
Centennial Celebration
• Coordination of filming and events
• Development and production of free public events
• Marketing and promotion of the Pier
• Community outreach
• Serve as public resource for history and education on the Pier.
• 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 SMRPC budget and finances, insurance policies and staff
• Licensing of Santa Monica Pier Sign and official marks and monitoring
compliance with the Model Code of Conduct and Sweatfree Policy.
For 2008-2009, staff will continue to execute the wide range of programs,
services, and policies of the PRC. PRC 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 PRC finances.
• To produce world-class. events for year-round public enjoyment
• To encourage filming and special event activity and to provide excellent
customer service irrdoing so.
6/5/08 ~ q
• 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 manage the licensing program for the City's Pier service marks and
logos.
• To provide effective administrative support for the Board and
Committees.
• To maintain open and regular communication with City Staff, Pier
tenants and the public.
• To foster street performance on the Pier by providing effective
monitoring services.
• To serve as a public resource for Pier information, activities, education
and history.
• To foster a positive image of the Pier through excellent customer
service, prompt responses to inquiries and accessibility to all people.
Strategies
Staff will continue to maintain excellent communication internally and with
various City departments to 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 quickly as possible.
To facilitate efficient management of the diverse responsibilities of the PRC, a
restructuring of staff took place in 2007-2008 with the addition of a Community
Venue Liaison and Pier Historian fulltime position and apart-time Weekend
Activities Assistant and one part-time Weekend Support Staff position. The
responsibilities of the Marketing Manager, Operations Manager and
Administrative Assistant were assessed and refocused with select duties being
re-assigned to the new Community Liaison and Weekend staff positions.
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.. PRC staff will continue to welcome and help coordinate
exciting and venue-appropriate public and private events. To facilitate
6/5/08 15
filming and event activities, PRC staff have 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 maximizing public benefit and
minimizing negative impacts. .
PRC 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.
PRC staff will also continue to provide added value services and
amenities for special events with stage and riser rental, 10x10 tent rental,
preferred vendor references and planning and operational support.
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 acost-effective and often far-
reaching manner and provides a vital revenue stream. PRC Staff will
continue to work closely with City Staff and Pier tenants to ensure that
filming activity is properly managed. A review of fees and venue
policies will be conducted in 2008-2009.
Dedicated Portable Stage
Purchased in 2005, the Pier's dedicated portable stage has been in
constant demand since its arrival. The stage is used for the Twilight
Dance Series, Drive-In Movies, Sunday Concert Series and has also
been rented for private events, CD release concerts and film shoots.
Staff will continue to administer the use of the stage and provide on-
site support with a dedicated trained stage crew.
Intellectual Property Management
The PRC Board approved licensing rates and guidelines in March 2003.
PRC 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 PRC has licensed the sale of official
merchandise on the Pier and executed a license agreement with a local
wholesaler. In 2005, the PRC Board adopted a Model Code of Conduct
6/5/08 16
and Sweatfree Policy for all licensing activity involving Pier-logo
merchandise. A comprehensive review and update of licensing
policies and fees will be conducted in 2008-2009.
Street Performer Monitoring
PRC 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. PRC staff works seven days a week to
ensure consistent and regular monitoring. A voluntary voucher program
has been adopted. eliminating confusion over which performer uses a
given location during each rotation period. The PRC acknowledges the
importance of street performance and will continue to facilitate active
performing on the Pier.
Carousel Booking and Special Event Management
The PRC will continue to provide the highest level of customer
service for all special event needs in the public spaces on the Pier.
The successful integration of the Carousel into the existing PRC
event management program in 2008 provides more direct access to
the Carousel for special events ranging from children's birthday
parties to receptions including fundraisers and. company picnics.
The PRC will continue to actively market the Carousel and facilitate
greater use of one of Santa Monica's most unique public event
venues.
Web Site
PRC Staff will continue to maintain and update the Pier's official web
site, www.santamonicapier.org. Undergoing a complete redesign in
2008, the new site will better serve the needs of the public while
supporting the increasing duties of the PRC through enhanced
venue information, greater interactivity, improved event information
and integration of key features like the Pier's newsletter, "Beyond
the Pier Sign." The updated site will also feature more intuitive
navigation and easier access to critical information including PRC
Board meetings and board packet materials.
6/5/08 17
Marketing and Events
Overview
PRC'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. 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 PRC marketing and special
event efforts.
Objectives
The PRC 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, PRC 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 PRC marketing efforts:
• To promote the Centennial of the Santa Monica Pier.
• 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 year round.
• To increase awareness of the Pier as a community resource.
• To promote and coordinate special events and filming.
• To obtain media coverage of special events and regular
programming.
6/5/08 18
To increase sponsorship and underwriting support for the Pier's
events.
• To establish the Pier as aworld-renowned recreation and
entertainment venue and tourist destination.
• To recognize the cultural, economic, and geographic diversity of the
Pier's visitors.
Strategies
The Pier is a unique and significant regional attraction that both competes with.
and complements other regional attractions. PRC will allocate its resources as
effectively as possible to achieve its goals and objectives.
Maximize marketing resources by partnering, whenever appropriate, with Pier
businesses, special event producers, corporate partners and local agencies.
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
newvisitors.
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
PRC 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
6/5/08 19
Programs
PRC staff will develop and manage the following programs consistent with PRC
Board approval, policies and objectives. These programs are partially paid for by
city funding but are also dependent on revenues generated by PRC sporisorship
and event underwriting efforts, filming, and special events.
Community Outreach
Among the PRC 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 PRC 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 provide additional opportunities for local
organizations to conduct fundraising and to create awareness of their
activities.
Pier JAMS
The Junior Acoustic Music Series continues to take place primarily on
Saturdays and Sundays throughout the school year. The PRC 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.
Bi-Weekly Newsletter
PRC staff will continue to produce and. refine the bi-weekly newsletter
launched in March of 2006.. Called "Beyond the Pier Sign", the newsletter
features an events calendar, current activity updates and special interest
stories focused on the Pier community. The newsletter is currently
distributed via a-mail to a dedicated mailing list of over 5000 dedicated
Pier supporters.
Website
The continuing expansion of programming and projects on the Pier
necessitated a significant upgrade to the Pier's official website,
www.santamonicaaier.ora. The redesign of the website, to be
completed in June 2008, will feature a fresh look with more services
for the public including more information on public projects and
6/5/08 20
easier access to PRC Board meeting agendas and packets, rotating
photographs, improved Pier history content and enhanced special,
events pages. In addition the new site will integrate three currently
separate sites: twilightdance.org, mycarouselparties.com and
smdi.com (Drive-in movies site).
Twilight Dance Series Poster Design Contest
Launched in the fall of 2002, this contest was designed to foster
community involvement in creating the design of the various promotional
materials used to advertise the ten week summer concert series. The
contest continues to be extremely successful thanks to ongoing
relationships with schools and universities and local press coverage.
Over 120 entries were received again in 2008 with over 20 finalists
selected for display on www.twilightdance.orp, where a secure polling toll
is utilized for voting. As a tribute to the tremendous response all poster
entrants are displayed in the Carousel during April and May.
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, public safety and math and science
studies. One of the long-term goals of the PRC is to foster continued
development of a Pier-wide education curriculum. Currently, Heal
the Bay, Pacific Park and the Harbor Patrol are engaged in integrated
educational programming. The PRC will continue to provide on-site
tours of the Pier to school groups and encourage use of3he self-
guided historic tour of the Pier published in the spring of 2006. In
2008-2009 a guided history tour of the Pier will be incorporated as
part of the Centennial Celebration.
Community Fundraising
With year around activities, the Pier can provide a reliable platform for
local charities and non-profit organizations. The PRC continues to
welcome charities and non-profit organizations to conduct special event
fundraising and public awareness campaigns on the Pier. This policy
provides an opportunity to give back to the community and to increase
community activity on the. Pier.
Santa Monica Pier History Book
During the last three years, staff has studied and gathered a
substantial amount of historical data both in preparation for the
Centennial Celebration and in research for the bi-weekly newsletter.
Community Venue Liaison and Pier Historian Jim Harris has crafted
an outstanding history text that will be published by Angel City Press
in 2009. The history book will be utilized to support ongoing public
6/5/08 27
education efforts and will serve as fitting tribute to the Centennial of
the Pier.
Special Events
The PRC manages and produces events throughout the year that appeal to the
Pier's diverse visitor population. In addition, the PRC will continue to assist event
producers with private and public events. The following is a description of the
annual events produced by the PRC on the Pier:
Centennial Celebration
The Centennial date of the Santa Monica Pier is officially September
9, 2009. A Centennial Celebration Steering Committee has been
established that consists of a broad base of Santa Monica
Community members and organizations to oversee the creation of a
series of events and activities to commemorate the 100th year of the
Pier. In May 2008 the PRC engaged the services of Public Works Inc,
an event production and planning company with expertise in public
events to assist with the planning and coordination of this
momentous occasion. The PRC will focus substantial effort towards
the planning, production and funding of the Pier's Centennial
Celebration to ensure the highest level of production and
presentation.
Twilight Dance Series
The Twilight Dance Series is the largest annual event produced by the
PRG. Now in its 24th year, the concerts have grown from modest
beginnings in 1985 to become the highlight of Santa Mdnica summers.
The Twilight Dance Series continues to be identified as one of Santa
Monica's most popular events with over 40% of residents attending in
addition the concerts are a significant regional draw. The Twilight Dance
Series offers an eclectic line-up matching the diversity of Pier visitors and
the community. The concerts are made possible through sponsorship and
event underwriting. In order to ensure that the Twilight Dance. Series
continues to provide the highest possible level of production and
entertainment, additional resources were allocated in 2007-2008 and
substantial additional sponsorship revenue secured in 2008-2009.
Winter Holidays
The PRC will continue to produce the annual Holiday Open House
featuring arts and crafts, readings by the Santa Monica Public
Library, a holiday raffle and a visit from Santa. For 2008-2009 the
PRC will expand the holiday activities to include pier-wide lighting
and decor. PRC staff will continue to work closely with local hotels
6/5/08 22
and tour operators to welcome Rose Bowl schools to Santa Monica
for the New Year's holiday.
Sunday Concerts on .the Pier
This annual pop music event, produced by the SMPLA with support from
the PRC, is a free concert series that runs on Sunday afternoons. Three
to four hundred people attend the concerts each week. In addition to
providing staging support forthe series, PRC 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
fundraising platform for an arts endowment to secure arts education in
.local schools regardless of state or local funding. This event has been
very successful and will return to the Pier again in the spring of 2009.
Drive-ln Movies at the Pier
The Drive-In Movies will continue in 2008 with an initial schedule of four
movies in August. This everit debuted in August of 2003 and became an
instant favorite. The PRC will continue to partner with the Santa Monica
Film Festival.to produce this event.
Wake up with the Waves
Launched in the Fall of 2006, "Wake up with the Waves" is a children's
music concert series featuring a variety of performers from gam to 11am
every Saturday in September and October. The performances for 2008
will continue to build on last year's success. "Wake up with the Waves" is
eagerly anticipated by families looking for activities on Saturday mornings,
and it offers a great opportunity for families to experience the fun of the
Santa Monica Pier.
Public Relations
Public relations efforts for 2008/09 will include the following:
Extensive outreach and efforts to support and promote the
Centennial Celebration
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.
6/5/08 23
• Friendly and prompt response to media inquiries.
• Management of media communication and coordination of on-site
media presence.
Advertising
Internet
The Pier's official web site, www.santamonicaoier.org, is maintained by
the PRC. The web site is undergoing an extensive redesign in 2008 to
provide more comprehensive and easily accessible information about the
pier and better support the ongoing efforts and mission of the PRC. PRC
staff regularly updates current event information, upcoming 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. The newly updated
site also prominently features the PRC's popular newsletter "Beyond the
Pier Sign."
Print
The PRC engages in a wide range of print based advertising and editorial
campaigns. Direct advertising buys include the CVB's Santa Monica
Visitors Guide and the Santa Monica Daily Press Summer Guide as well
as partnerships with The Onion and display ads in the Santa Monica Daily
Press, community family newsletter The Daisy Chain. In addition, the Pier
is the subject of numerous articles and features in local and regional
papers as well as national magazines such as Sunset. The PRC
continues to coordinate and participate in cooperative advertising
opportunities for the Pier with Pier tenants and local agencies to maximize
marketing exposure in a cost effective manner.
Television and Radio
The PRC hosted multiple television and film productions during the last
year. Highlights include the feature film Iron Man, the TV show Hells
Kitchen and a music video featuring Jordan Sparks. To foster increased
exposure for the Pier, the PRC will continue to work closely with
companies to film on the Pier and will actively participate in programming
that focuses on the Pier. The PRC continues to maintain a partnership
with KITS FM that includes asummer-long promotion of the Pier. For
2008-2009 the PRC is expanding the. number of radio partners to include
Indie 103.1 and has commenced discussions with NBC regarding
potential television and web partnerships.
6/5/08 24
Sponsorship and Event Underwriting
The PRC has successfully developed a year around calendar of events to
provide an attractive platform for sponsorship and promotional activity.
Sponsorship ih 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 PRC will build on the success of existing programs and sponsorship
partners and leverage substantial additional sponsorship contributions to support
the Centennial Celebration.
6/5/08 25
Pier Restoration Corporation
Board of Directors
Allan Lipsky, Chair
Kent Smith, Vice-Chair
Joel Brand, Secretary
Sandra Pettit, Treasurer
Ellen Brennan, At Large
Anne Beige-Pearson
Cindy Bendat
Brenda Katz
Monte Perez
David Newberg
Staff
Executive Director Ben Franz-Knight
Operations Manager Aurora Astorga
Acting Marketing Manager Anne Railsback
Community Venue Liaison and Pier Historian Jim Harris
Administrative Assistant. Rosa Flores
Weekend Activities Assistant Michael Caracter
Weekend Support Staff Dan Lensch
6/5/08 26
Attachment B
INCOME
City Funding
Event Sponsorship (TDS, Drive-In, Wake Up)
Event Sponsorship 100th
Grants
Promotions
Filming
Special Events
Carousel Booking
100th Fundraising
Licensing
Total Ongoing Income
Total Centenial Income
Grand Totallncome
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
PRC Approved FYE 6/2008 Prosposed FYE 6/2009 Centennial Variance % Diff.
$489,300 $485,200 $120;000 $115,900 24%
$70,000 $115,000 $45,000 64%
$260,000 $260,000
$80,000 $80,000
$64,000 $64,000 $0 0%
$83,000 $90,000 $7,000 8%
$110,000 $90,000 ($20,000) -18%
$27,000. $52,000 $25,000 93%
$20,000 $75,000 $55,000 275%
$2,300 $3,000 $700 30%
$865,600 $899,200 $33,600 4%
.$535,000
$1,434,200
$292,200 $320,200 $28,000 10%
$91,050 $98,250 $7,200 8%
$383,250 $418,450 $35,200 9%
$1,900 $2,100 $200 11%
$1,000 $1,250 $250 25%
$2,000 $2,500 $500 25%
$30,000 $32,000 $2,000 7%
$8,500 $8,500 $0 0%
$3,100 $3,350 $250 8%
$800 $800 $0 0%
$8,500 $9,000 $500 6%
$200 $200 $0 0%
$3,500 $3,500 $0 0%
$5,580 $5,580 $0 0%
.$950 $950 $0 0%
$66,030 $69,730 $3,700 6%
Attachment B
PRC Approved FYE 6/2008 Prosposed FYE 6/2009 Centennial Variance % Diff
PROFESSIONAL SERVICES .
Legal Services $10,000 $10,000. $0 0%
Certified Audit $7,200 $7,900 $700 10%
Total Professional Services $17,200 $17,900 $700 4%
MARKETING
Advertising $15,000' $15,000 $0 0%
Collateral Materials $6,000 $6,000 $0 0%
Printing/Fabrication $10,000 $10,000 $0 0%
Mailing and Distribution $1,000 $1,000 $0 0%
Website Maintenance and Hosting $10,320 $3,320 ($7,000) -68%
Total Marketing $42,320 $35,320
($7,000)
-17%
EVENTS
Twilight Dance Series 2008 $120,000 $160,000
Twilight Dance Series 2009 $149,800 $149,800
Carousel Events $8,000 $4,000
100th Celebration $35,000 $535,000
New Events $44 000
$44,000
Total Events $356,800 $357,800
Total Ongoing Expenses $885,600 $899,200
Total Centenial Expenses
Grand Total Expense $1,434,200
Surplus (Deficit) $0 $0
$535,000
$40,000
$0
($4,000)
$500,000
$0
$1,000
$33,600
33%
0%
-50%
1429%
0%
0%
4%