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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. 1 • 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 2 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 3 Reference Contract No. 8988 (CCS).