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sr-072809-1mc7® ~,tYO, City Council Report Santa Monica City Council Meeting: July 28, 2009,( Agenda Item: ~ i ~"1 To: Mayor and City Council From: Jennifer Phillips, Assistant City Manager Subject: Pier Centennial Anniversary Event Management Plan Recommended Action Staff recommends that the City Council authorize the following actions in support of the Santa Monica Pier's Centennial Anniversary celebration on September 9, 2009: 1. Adopt the attached Resolution authorizing: a. An adjustment of parking rates for the beach parking facilities to $25 per entry beginning at 2:00 pm, on Wednesday, September 9, 2009; b. An adjustment of parking rates for the downtown parking facilities (Parking Structures 1 - 9) to $15 per entry beginning at 6:00 pm, on Wednesday, September 9, 2009; c. An adjustment of parking rates for the Civic Center to $10 per entry beginning at 6:00 pm, on Wednesday, September 9, 2009. 2. Extend of hours of operation for all beach lots from 7:00 pm to 10:30 pm. Executive Summary Celebration of the Pier's Centennial Anniversary on September 9, 2009, is expected to attract a large crowd. To help mitigate traffic and parking congestion and to create a safe and enjoyable environment, the City and the Santa Monica Pier Restoration Corporation (PRC) are encouraging the use of public transit, bicycles or walking to the event. To raise funds to offset the City's costs and to use market pricing to manage traffic congestion in and around Downtown, parking rates are proposed to be increased to $25 per entry in beach parking lots beginning at 2:00 p.m., $15 per entry in Downtown parking facilities (Parking Structures 1 - 9) beginning at 6:00 p.m., and $10 per entry in the Civic Center Parking Structure beginning at 6:00 p.m. Revenues from the increased parking rates are anticipated to generate approximately $65,000 which is expected to cover all City related expenses including increased public safety staffing, traffic control, increased pier, beach and park maintenance, increased solid waste collection and additional parking attendant coverage. 1 Discussion Celebration of the Santa Monica Pier's Centennial anniversary on Wednesday, September 9, 2009, will be a landmark event in the City's history. The celebration will include a ceremonial procession and re-dedication of the Pier attended by public officials and the event's honorary co-chair, Robert Redford. Attendees will be invited to share a 100 foot cake and enjoy music on the north and south beaches adjacent to the Pier. The festivities will culminate at dark with a 20-minute fireworks display that will be staged from three barges in the Santa Monica Bay. As with any event, the City's goal is to protect the public's health and safety and to minimize traffic and parking congestion. As co-producers of this event, the City and PRC staffhave been working for months on plans and recommend that the City implement the following: 1. Increase Downtown and Beach Parking Rates: All marketing materials will encourage visitors to walk, bicycle or take public transportation to the event. Parking rates will be graduated so as to manage congestion near the Pier and in Downtown; the closer a person wishes to park to the event, the higher the cost for parking. Staff recommends that the City adopt the attached Resolution which will modify the evening parking rates for vehicles using the beach and Downtown public parking lots. The Resolution establishes parking rates of $25 per entry at all beach lots for vehicles entering after 2:00 p.m., $15 per entry at Downtown parking facilities (Parking Structures 1 - 9) for vehicles entering after 6:00 p.m., and $10 per entry in the Civic Center for vehicles entering after 6:00 p.m. 2. Extended Beach Parking Lot Hours: Current policy allows for an extension of beach parking lot hours from 7:00 pm to 10:30 pm. No permits or placards will be honored. 3. Advertising: Staff and PRC intend to use pre-event advertising, messages on the back of Big Blue Bus buses, day-of-event commercial radio advertising, City radio, and static and dynamic signage on City streets and I-10, and other electronic media to notify the public of available parking. Messages will be disseminated in English and Spanish. 4. Other Departmental Assistance: In addition to Police personnel, staff from other City departments will be involved in event production: 2 a. Solid Waste staff will empty trash containers b. Community Maintenance- staff will provide evening restroom attendants and post-event clean-up c. Finance will work with the City's. parking operator to ensure that staff are available to handle the vehicles at the City's parking facilities d. Fire Department staff will work with the Police Department to assure the safety of our community and visitors providing Emergency Medical Services and Fire Safety Commission Action The proposed parking rate increase was discussed with the PRC at its Board meeting on July 8, 2009, and with the Bayside Board at its meeting July 14, 2009. The PRC endorsed the idea of graduated parking rates, and understood the value of market pricing to encourage people to use alternate transportation. Their concern was that the parking rates not create the appearance of an exaction and that the pre-event advertising be extensive so that people would not circulate around the City in search of lower parking rates, creating more traffic. PRC expressed a preference for rates of no more than $25 for beach lots. The Bayside District Corporation Board supported the rate increase and will provide assistance with community outreach. Staff also contacted the Coastal Commission and was notified that they had no objection to a one-time increase for a special event. Public Outreach Once the parking plan is in place, staff will undertake outreach to neighbors to advise them of the event and parking plans. Financial Impacts & Budget Actions City revenues are estimated to be $65,000 as a result of a one-time increase in parking rate for parking facilities at the beach, Civic Center and downtown. City costs in support of the Santa Monica Pier Centennial are expected to be off-set by the additional parking revenue. Prepared by: Miriam Mack, Economic Development Manager 3 Prepared by: Miriam Mack, Economic Development Manager Approved: Forwarded to Council: /_~~ nn' r Philli s amont Ewel Assistant City er City Manager Attachment A: Resolution Setting Peak Parking Rates in City Parking Facilities, Extending Hours of Operation of Beach Parking Lots on September 9, 2009. 4 Reference Resolution No. 10419 (CCS).