SR-062408-8AC~®
c;tYOr City Council Report
Santa Mnnica~
City Council Meeting: Date
Agenda Item: ~'
To: Mayor and City Council
From: Barbara Stinchfield, Community and Cultural Services Dept. Director
Subject: Beach Butler Service at Perry's Cafe Beach Concession
Recommended Action
Staff recommends that the City Council authorize the City Manager to amend the City's
beach concession contract for Perry's Cafe to pilot a Beach Butler service for the public.
Executive Summary
As part of the City and Convention and Visitor's Bureau "Best at the Beach" campaign,
a pilot Beach Butler Service is proposed to be offered at three Perry's Cafe concession
stands on Santa Monica State Beach. The service will include the option to have rental
equipment such as chairs and umbrellas placed anywhere within a designated area of
the beach and Beach. Green. Box lunch delivery and beach towel sales would also be
available. The concessionaire would pay to the City as rent 15% of gross sales from
the service. The pilot program will be evaluated in the fall of 2008 and modified,
continued, and/or terminated based on its relative success and impact on other beach
.goers and activities.
Background
The Santa Monica Convention and Visitors Bureau (CVB) established the "Best at the
Beach" campaign to promote Santa Monica as a world-class beach destination.
Through two annual summits comprised of stakeholders from the City, local businesses,
and residents, a variety of strategies. have been developed ~to improve and develop the
services. available at the beach and the public perception of Santa Monica as a beach
destination. One of the identified services that would. contribute to the goals of the
campaign provides delivery and set-up of rented beach chairs and umbrellas, commonly
known as a "Beach Butler". Such services are common on many beaches of the world
and would be particularly valuable on Santa Monica State Beach due to the large
expanse of sand and the associated difficulties some people encouhter when trying to
carry-in and set-up beach equipment. In particular, this service may greatly improve
access for disabled visitors.
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carry-in and set-up beach equipment. In particular, this service may greatly improve
access for disabled visitors.
Discussion
In the summer of 2006, the City entered into a concession agreement with .Chaos
Enterprises, Inc., DBA Perry's Cafe and Rentals, to operate four beach stand
concessions including food service and equipment rentals for a period of five years with
one five-year extension option. As part of the CVB's Best at the Beach campaign, the
concessionaire proposed a pilot expansion of its concession services to include a
Beach Butler service. The proposal retains the option for visitors to rent and set up their
own beach chairs and umbrellas. The additional Beach Butler service would be offered
from three of the four concession stands (930 Pacific Coast Highway, and 2400 and
2600 Ocean Front Walk) during the summer of 2008. Continuation of the program
would be dependant on an evaluation of the pilot service next fall. The proposed
amendment is consistent with the requirements of the City's Beach Operating
Agreement with the State.
The proposed pilot service would include the option to have rental equipment placed
anywhere within a .designated area at the beach. An example of the proposed
equipment is illustrated in Attachment 1. The designated-areas include the stretch of
sand between each concession stand and the ocean, as well as on the new Beach
Green, as illustrated in Attachment 2. Restrictions on the number of umbrellas would
be imposed to limit the visual and physical impact to the beach, including a limit of ten
Beach Butler umbrella set-ups per concession stand, and a maximum of three
umbrellas in a grouping.
Two levels of Beach Butler service would be available during the pilot period. The Basic
Service would include installation and removal of one deluxe umbrella, two deluxe
beach chairs, and one small service table for one day at the price of $50. (Rental of a
chair or umbrella without the Beach Butler Service is $15 each.) A second "Custom"
Service also would be available and would include the Basic Service plus two beach
towels and two boxed lunches at a price to be negotiated between the City Manager
and the concessionaire. . "Beach Wheelchairs", which enable wheelchair users to
access the sand, are available for use free of charge from two of the three locations.
No other services would be delivered outside of the concession beach stands.
The pilot period is proposed to extend from the date of amendment execution
(approximately July 1, 2008) through Labor Day 2008. The concessionaire would be
responsible for reporting revenues as part of its gross receipts, and paying the City 15%
of gross receipts in accordance with the terms of the current concession contract.
Financial Impacts & BudgetActions
There would be no cost to the City associated with this service. Pursuant to the terms
of the concession contract, the concessionaire would pay to the City 15% of gross
receipts from this pilot service. If the maximum number of rentals ($50 for two
umbrellas, ten umbrellas per location, three locations total) is made once each day, total
gross receipts for the two month period would be approximately $6,000, of which $900
would be returned to the City's Beach Fund in the form of concessionaire rental
payments.
Prepared by:
Callie Hurd, Open Space Manager
Approved: Forwarde~o Council:
Barbara Stinchfield P. L ont Ewell
Director, Community and Cultural City Manager
Services Department
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Attachment 1 -Examples of Rental Equipment
Attachment 2 -Beach Butler Set-Up Locations
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Reference Amended
Contract No. 8598 (CCS).