SR-102808-1HCity Council Meeting: October 28, 2008
Agenda Item: l -' H'
To: Mayor and City Council
From: Barbara Stinchfield, Director Community & Cultural Services
Subject: Contract with Second Story for Interpretive Elements for the Annenberg
Community Beach House
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute an agreement in the amount of $300,000 with the design firm Second Story for
development of interpretive elements and displays for the Annenberg Community Beach
House.
Executive Summary
Interpretive displays that provide ways for the public to access the rich and varied
history of the Annenberg Community Beach House are an essential aspect of the
overall visitor experience. Second Story, a nationally recognized interpretive design
firm, was selected through a competitive process to develop an interpretive plan for the
site. Initial research and planning occurred over the summer and the next step is to
contract for the development of a variety of exhibits and displays. These elements will
provide visitors numerous ways to learn about the natural, social and architectural
history of this remarkable stretch of beach, along with the stories of the people who
played a role in shaping it, from moguls and movie stars to lifeguards and volleyball
players. Funds are available in the current budget.
Background
A request for proposals for a consultant team to develop the interpretative program for
the Beach House was issued in February 2008 with three finalists invited to make
presentations in May. Second Story, one of the leading developers of interpretive
content in the country, was selected from among the finalists to guide the development
of a comprehensive interpretative program. The consultants work builds upon the work
of historian Janet Fireman who, in conjunction with community representatives and key
stakeholders, identified three broad interpretive themes for the site:
• Three remarkable individuals: Marion Davies, William Randolph Hearst, and Julia
Morgan.
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• A beach like no other: The Southern California beach occupies a unique place
within the physical and cultural landscape of America.
• A public place henceforth: The site has seen an evolution from private ownership
to public management and ownership leading to today's universal access.
Discussion
Over the last few months, under a contract for initial planning, Second Story worked
very closely with the Beach House project team to develop a comprehensive and well
integrated approach to interpretive exhibits and displays for the entire site.
Implementation of the resulting ideas will require funding beyond what is currently
available in the project budget. However, it can be completed in phases as funding is
identified.
Interpretative Vision
The overall vision for the interpretive approach starts with the understanding that the
Annenberg Community Beach House is both a portal into the past and a destination for
the present and the future. The focus is on telling the many stories of this unique
location and ensuring that visitors are offered experiences that are interactive, multi-
dimensional and have the ability to change over time. The project team identified
several components to be completed for the Beach House's opening season to be
launched in late April 2009. With feedback from community stakeholders and the
Annenberg Foundation, priority is being given to elements that will be visible whenever
the site is open to the public as well as those that contribute to the use of the historic
Guest House as an interpretive center.
Public Outreach
Last month staff received overwhelmingly positive feedback on a full range of possible
interpretative elements at two well attended meetings for community stakeholders.
Participants included representatives of the Arts Commission, California State Parks,
the Recreation and Parks Commission, the Landmarks Commission, the National Parks
Service, the Pier Restoration Corporation, the Santa Monica Convention and Visitors
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Bureau, the Santa Monica Conservancy, and the Santa Monica Historical Society,
among others.
Financial Impacts & Budget Actions
Currently $300,000 is available in the project budget as follows:
• $275,000 in account number 0200525.589002
• $25,000 in account 24523.545020
Staff requests authorization to execute an agreement with Second Story for an amount
not to exceed $300,000.
Prepared by:
Jessica Cusick, Cultural Affairs Manager
Approved: Forwarded to Council:
la' ~~ ~
Barbara Stinchfield P. ont EN
Director, Community and Cultural Ci Manager
Services Department
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Reference Contract No.
8988 (CCS).