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~,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.
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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:
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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
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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.
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Reference Resolution No.
10419 (CCS).