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c;cYor City Council Report
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City Council Meeting: August 11, 2009
Agenda Item: ~ ~G
To: Mayor and City Council
From: Andy Agle, Director of Housing and Economic Development
Subject: Santa Monica Pier Restoration Corporation FYE 2010 Work Plan and
Budget
Recommended Action
Staff recommends that the City Council approve the Santa Monica Pier Restoration
Corporation's (SMPRC) FYE 2010 budget and work plan.
Executive Summary
The SMPRC is presenting to the City its annual work plan describing its activities and
balance budget which totals $1,197,900. City funding to the SMPRC is $494,900 for the
base grant and. $50,000 supplemental grant for the Twilight Dance Series and Pier
Centennial activities. Other significant revenue sources include filming, special events,.
event sponsorship, and. Carousel booking. Major SMPRC expenditures for FYE 2010
include $694,000.00 for events, including the Centennial, $480,400 for administrative,
operation and professional services expenses, and $23,500 for marketing.
Background
In November 1983, Council created the SMPRC as a non-profit, public benefit
corporation to oversee the reconstruction and revitalization of Santa Monica Pier
following severe storm damage during the preceding winter. The responsibilities and
authority of the SMPRC were set forth in a Services Agreement originally approved by
City Council in December 1985, and modified in December 2000. The current Services
Agreement was approved on April 21, 2004, and amended in November 13, 2007, to
allow the SMPRC to be responsible for carousel event booking.
Under the terms of the current Services Agreement, the SMPRC is charged with the
development of programs and activities for the promotion and marketing of the Pier; the
management of sponsorship and licensing programs generating revenue to support its
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activities; the review and approval of leases and licenses for use of the Pier consistent
with leasing guidelines approved by Council; and the preparation of an annual business
plan and budget setting forth the goals and objectives of the SMPRC for each ensuing
fiscal year, subject to approval by Council.
In accordance with Section 4.2 of the Services Agreement, the SMPRC is submitting for
City Council approval this annual budget and work plan for Fiscal Year 2009/10 for the
implementation of programs and activities for which the SMPRC is responsible.
Discussion
Budget for FYE 2010
SMPRC is presenting a balanced budget for FYE 2010 of $1,197,900. Major sources of
revenue include $494,900 from the City for SMPRC's basic grant. In addition, the
budget includes a carryover from FYE 2009 in the amount of $85,000, plus
supplemental funding from the City in the amount of $50,000 that is to be used to
support the Twilight Dance Series and Centennial activities. Other revenue is derived
from promotions, filming, special events, and booking private and semi-private parties
and children's birthday parties in the Carousel. Revenue from non-City sources for on-
going activities is expected to decrease by $44,000, primarily due to an expected
decrease in event sponsorship for Twilight Dance, the Drive-ln program and Wake Up
the Waves.
Expenditures are organized by major activity centers. Expenditures to produce special
events, including the Centennial, are budgeted for $694,900. The budget for
administration, operations and professional services is $480,400. Marketing expenses
are $23,500.
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Work Plan for FYE 2010
SMPRC will be considering the draft work plan, Attachment B, on August 5, 2009. Staff
will advise the Council at its meetirig of any changes the Board may have requested.
During FYE 2010, the draft work plan calls for SMPRC to continue to be responsible for
event management, including coordination of the return of Cirque du Soleil, marketing,
street performer management and booking of private and semi-private parties at the
Carousel. An important new initiative, in coordination with City staff, will be preparation
of a new Master Plan to guide future development on the Pier. SMPRC will also be
involved and provide oversight and monitoring of plans for improvements to the Pier
including the bridge and ramp, installation of the Carousel Onion Dome, and
construction of the emergency evacuation gangway and Phase IV improvements
(replacement of timber piles with concrete piles.)
Several successful events that were produced during the celebration of the Pier's
Centennial Anniversary will be continued as part of the Centennial's legacy. These
include the Santa Monica Pier Awards, Sideshow and School's Out. The Youth Guide to
the Santa Monica Pier, an educational curriculum that used the Pier as the basis for
integrating lessons on the environment, history, mathematics and science, will be widely
distributed as SMRPC reaches out to school children. Other interpretive initiatives,
including creation of a historic museum and design and installation of plaques, are
included as part of SMPRC's work plan.
Commission Action
The SMPRC Board of Directors approved its budget on July 8, 2009, and will consider
the draft work plan at its meeting August 5, 2009.
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Financial Impacts & Budget Actions
City funds have already been allocated in Account No. 30626.577300 for the SMPRC
as part of the City's 2009/10 budget. Approval of the work plan and budget for FYE
2010 has no additional budget or financial impact on the City.
Prepared by: Elana Buegoff, Senior Development Analyst
roved:
Forwarded to Council:
Andy Agle, Direct
Housing and Economic Development
Attachments:
A. SMPRC Budget for FYE 2010
t3. SMPRC Work Plan for FYE 2010
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Santa Monica Pier Restoration Corporation
Budget FY 2009-10
Variance FYE
Proposed FYE 6/2009 Mid-Year FYE 6/2009 Proposed FYE 6/2010 2010 v 2009
INCOME
General
City Funtling $485,200 $485,200 $494,900 $9,700
City Funding Supplemental (Holitlay Lights) $40,000 $0 ($40,000)
City Funding Supplemental (Twilight Dance) $0 $30,000 $30,000.
Event Sponsorship (TDS, Drive-In, Wake Up; $115,000 $160,000 $85,000 ($75,000)
Promotions $64,000 $10,000 $44,000 $34,000
Filming $90,000 $96,000 $96,000 50
Special Events $90,000 $104,000 $95,000 ($9,000)
Carousel Booking $52,000 $68,000 $70,000 $2,000
100th Fundraising $p
Licensing $3,000 $4,000 $8,000 $4,000
Subtotal General $899,200 $967,200 $922,900 ($44,300)
Centennial
City Funding - $720,000 $120,000 $0 ($720,000)
City Funding carryover from 2008-09 $0 $0 $85,000 $85,000
City Funding Supplemental (Centennial) $0 $0 $20,000 $20,000
Event Sponsorship $100,000 $100,000 $80,000 ($20,000)
Grants $30,000 $30,000 $50,000 $20,000
Fund Raising $35,000 $35,000 $40,000 $5,000
Subtotal Centennial $285,000 $285,000 $275,000 ($10,000)
Grand Total Income $1,184,200 $1,252,200 $1,197,900 ($54,300)
EXPENSES
ADMINISTRATION
Salaries $320,200 $320,200 $321,400 $7,200
Benefts $98,250 $98,250 $98,250 $0
Total Administration $418,450 $418,450 $419,650 $1,200
OPERATIONS
Accounting Services $2,700 $2,100 $2,100 50
Business Entertainment $1,250 $1,450 $1,450 $0
Contingency $2,500 $1,150 $2,500 $1,350
Corporate ln5urance $32,000 $8,000 $9,000 $1,000
Equipment Rental and Purchase $8,500 $7,500 510,500 $3,000
Meeting Expenses 53,350 $3,350 $3,350 $0-
Membershipsand Dues $800 $800 5800 $0
Office Expenses 59,000 59,200 $7,500 ($1,700)
Periodicals $200 $200 $200 $0
Postage $3,500 $2,500 $2,500 $0
Telephone $5,580 $5,000 $3,000 ($2,000)
Travel $950 $950 $950 $0
Total Operations $69,730 $42,200 $43,850 $1,650
PROFESSIONAL SERVICES
Legal Services $10,000 $9,000 $9,000 $0
Cedifed AUtlit ~ $7,900 $6,050 87,900 $1,850 ,
Total Professional Services $17,900 $15,05D $16,90D $1,850
MARKETING
Advertising $15,000 $10,000 $13,000 $3,000
Collateral Materials $6,000 $4,000 $4,000 $0
$0
Printing/Fabrication $10,000 $4,000 $3,000 (57,000)
Mailing and Distribution $1,000 - $1,000 $1,000 $0
Website Maintenance and Hosting $3,320 $2,500 $2,500 $0
Total Marketing $35,320 $21,500 $23,500 $2,000
EVENTS
Twilight Dance Series 2009 5160,000 5220,000 $245,000 $25,000
Twilight Dance Series 2010 $149,800 $108,000 $130,000 - $22,000
Carousel Events 54,000 $36,000 $36,000 $0
Centennial $200,000 $200,000 $275,000 $75,000
New Events $84,000 $106,000 $8,000 (598,000)
Total Events $557,800 5670,000 $694,000 $24,000
Grand Total Expenses $1,099,200 $1,167,200 - $1,197,900 $30,700
Surplus (Deficit) $85,000 $85,000 $0 (585,000)
DRAFT
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2009 - 2010
8/4/09
SANTA MONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2009 - 2010
Table of Contents
Page number
PRC Mission Statement 2
PRC Roles and Responsibilities 2
Executive Summary 3
Pier Operations 10
Administration 13
Events and Marketing 18
PRC Board and Staff 26
8/4/09
PRC Mission Statement
To preserve and enhance the pleasure pier experience for people of all ages and
for future generations.
PRC Roles and Responsibilities
The Santa Monica Pier Restoration Corporation is a 501 c3 non-profit public
benefit corporation which operates under its Services Agreement with the City of
Santa Monica, dated April 21, 2004 (a replacement for prior agreements dated
January 27, 2001 and December 2, 1985). The City and the PRC entered into
the agreement for the purpose of governing certain operational and managerial
functions. Under the Services Agreement, the PRC has responsibility for
overseeing the day-to-day operation of the Pier, marketing and promoting the
Pier, advocating for capital and development projects, protecting the Pier as a
historic public resource and performing the duties specified in the annual work
plan. These responsibilities include:
• General Planning
• Marketing
• Sponsorship and Event Underwriting
• Licensing
• Special Event Management
• Event Production
• Filming
• Community Outreach and Education
The PRC works closely with the City of Santa Monica, tenants and the public on
issues of concern related to the management and operation of the. Pier. It also
makes recommendations to the City with respect to:
• .Parking and Traffic Circulation
• Maintenance
• Capitallmprovements
• Leasing and Development
• Public Space Use
Balancing administration with advocacy, the PRC provides the vital function of
daily management and facilitation of the many activities, uses and projects that
take place on the Santa Monica Pier. The PRC works to enhance the
experience of Pier visitors while balancing the needs and goals of the City and
Pier businesses.
8/4/09
Executive Summary
Overview
The Santa Monica Pier Restoration Corporation (PRC), anon-profit public
benefit corporation, was formed in 1983. The Pier suffered enormous damage
as a result of storms in the winter of 1983. The PRC was formed for the purpose
of assisting the City in the rehabilitation, preservation, protection, development,
operation and management of the Pier. An eleven member volunteer Board of
Directors whose members are appointed by City Council governs the PRC.
The Santa Monica Pier Development Plan, a two phase plan prepared by the
PRC, was adopted by City Council in 1988. Since that time the PRC, in
cooperation with the city, has overseen the successful implementation of all
feasible elements of the plan. Accomplishments include. the Phase 9 goals of an
amusement park, revitalized restaurants and increased commercial vending
opportunities. Public and private investments of over $50 million have been put
into rebuilding and maintaining the Pier: Throughout this process, an effort was
made. to balance the requirements attendant to the diverse uses on the Pier. The
Pier is a unique public recreational and commercial mixed-use venue. It is a
destination for more than 4 million local, domestic and international visitors each
year.
Prior to 1996, the PRC's focus was on rebuilding and developing the Pier. From
1996 until 2002, the PRC shifted its focus from development to improving
operations and services, enhancing public amenities, marketing, corporate
sponsorship and special events. In November of 2001, the Board of Directors
established a new direction for the PRC called for the production of more
community-focused events, increased community outreach, enhancement of
educational opportunities and preservation of the Pier as a unique historic public
resource. Implementation of the new direction began in the summer of 2002
with internal restructuring of staff, re-prioritization of goals and responsibilities
and a shift in operation philosophy.
Today the Santa Monica Pier is recognized as one of the preeminent free public
destinations in California. Serving a diverse community, the Pier is an iconic
venue with regional, national and international prominence. Quality events,
active tenant operations and extensive media exposure have solidified the Pier's
place as one of California's great assets. The visitor base continues to diversify
and Santa Monica's historic pleasure pier has recaptured the popularity seen in
the 20's and 30's, the heyday of pleasure piers in Santa Monica Bay. With
thriving business operations and a full calendar of annual events, the Pier has
transitiohed from a traditional "summer" destination to being recognized as a
year-round destination, with large crowds frequenting the Pier on all good-
weather weekends and holidays throughout the year.
8/4/09 3
Over the course of the last twenty-one years, the goals and projects outlined in
the redevelopment plan adopted by City Council in 1988 have been carefully
researched and implemented with many significant projects fully realized,
including a new amusement park, successful restaurant operations, and a
vibrant midway: In 2009, apier-wide infrastructure assessment project was
approved by the PRC Board providing a comprehensive plan for
addressing the key maintenance and capital improvement projects for
2010-2015. Building on the foundation of the infrastructure assessment
project and the success of the vision adopted in 1988, the PRC Board will
work closely with City Staff and the public in 2009-2010 to commence
development of an updated master plan for the Pier that will establish
preservation efforts and development goals for the next 20-30 years. In
addition to long range planning efforts, several significant infrastructure
projects are either currently underway or in the final planning stages:
substructure rehabilitation and a gangway for emergency evacuation and
boat access. 2009 also marked the commencement of construction of the
long-awaited new central restrooms and the signing of a lease with Soda
Jerks for an Old Fashioned Soda Fountain in the Carousel.
2009 also marks 100 years since the Santa Monica Pier first opened to the
public on September 9, 1909. The Centennial Celebration Theme, "100 Years in
the Past, 100 Years in the Future" was established to guide the creation of
events and activities that commemorate the tremendous history of the Pier and
set the foundation for the next 100 years. The Centennial of the Pier presents a
unique opportunity to reflect on the past and leverage that reflection for the
benefit of the future. On September 9, 2009 the Pier will celebrate 100 years
with a grand re-opening, live entertainment and the first large-scale
fireworks show in the Santa Monica Bay in over 18 years. During the fall of
2009 the PRC Board and Staff will work closely with Cirque du Soleil and
the Pier tenants to integrate the Pier and Cirque experience through co-
operative partnerships. Finally, the PRC will continue its efforts to bolster
year around public events and public programs by continuing the legacy
established during the Pier's Centennial year with the Santa Monica Pier
Awards, Sideshow at the Pier, Schools Out!, and the Pier-wide Education
Curriculum.
PRC Areas of Focus
The focus of PRC efforts fall into eight interrelated categories: Events,
Community Outreach, Marketing, Capital Improvement Projects, Leasing,
Historic Preservation, Operations and Long Range Planning.
Events
8/4/09 4
The annual calendar of events on the Pier runs year around and features long-
standing events like the Twilight Dance Series and innovative reincarnations of
classic experiences such as The Santa Monica Drive-In at the Pier along with a
broad base of community and cultural events including children's concerts, food...
festivals, runs, pep-rally's, movie premiers and auto shows. Based on the
success of PRC produced events over the last eight years, the popularity of the
Pier as a special event destination has grown considerably. The Pier has
become the official site for several high-profile annual events including Taste of
Santa Monica and Special Olympics "Pier del Sol", several running events, The
LA Acoustic Music Festival, promotions, weddings and fundraisers. The
Centennial Celebration of the Pier afforded aonce-in-a-lifetime opportunity to
amplify the free public events programming at the Pier and establish new
events and activities. In 2009, the PRC produced three new Centennial
legacy events -The Santa Monica. Pier Awards, Sideshow at the Pier and
Schools Out! The PRC will seek sponsorship support to offset production
costs for these events in 2010.
For all events, regardless of size, the PRC continues to offer the highest level of
customer service. The PRC continues to offer a small but valuable list of core
event support services. Rental of the stage, crowd control barricades and pop-
uptents has enhanced event production on the Pier. Further, the quality of
events produced in-house has increased while overall production costs have
decreased. Finally, the PRC has developed a comprehensive event guide book
to assist event producers with the planning and execution of events on the Pier.
Community Outreach
With over 4 million visitors per year, the Pier provides an excellent platform for
organizations seeking to share information, raising awareness and public
support. The Pier regularly hosts non-profit organizations, providing space and
operational support, as available, for press conferences, public awareness
campaigns and fundraising efforts.
Pier JAMS, the Junior Acoustic Music Series, was launched in the Fall of 2002.
Featuring student groups from local and regional schools, the program continues
to grow in popularity and to provide a showcase for talented youth. On a regular
basis, jazz bands, dance groups, orchestras, and a cappella singing groups
perform for free to delighted Pier visitors. Many groups return year after year
during annual trips to Southern California, and new groups are constantly
seeking dates to perform.
Recognizing the importance of the Pier to the community, the PRC regularly
engages the public in matters relating to the Pier. From the Twilight Dance
Series poster design contest and surveys regarding issues affecting the Pier to
an open-door office policy that fosters regular discourse regarding a wide variety
8/4/09 5
of operational and public use issues, the PRC encourages and benefits from
diverse opinions and new ideas.
To further foster open communication, the PRC launched an a-mail based bi-
weekly newsletter in the spring of 06 called, "Beyond the Pier Sign". The
newsletter includes a calendar of events, updates on Pier activities, articles
focusing on the Pier community and a "You were here" community photo forum.
The newsletter is sent to a dedicated email list of over 14,000 individuals who
have expressed interest in the Santa Monica Pier. The feature articles generally
provide an insider's peak into the colorful characters and unique projects and
activities that take place on the Pier.
The Pier is a popular destination for school groups and kids camps. In
2009, PRC was awarded a grant from the Sempra Energy Foundation to
publish a Youth Guide to the Pier and a full education curriculum using the
Pier history, physical structure, environment and physical structures to
teach State of California education curriculum standards in the areas of
science, math, history, arts, physical education, language arts and social
studies. The Youth Guide and the education curriculum are available free
to the public and schools and will both be actively promoted locally and
regionally.
Capital Improvement Protects
The PRC continues to advocate and support a number of important capital
improvement programs on the Pier. The following projects are considered high
priorities for 09/10:
Pier Access Improvement Project
PRC maintains that the highest priority for improving operations and accessibility
is to complete the Pier bridge widening and the ramp to 1550 PCH parking lot.
This will greatly-improve the quality of the Pier visitor experience and benefit
adjacent residences and businesses. The PRC Board continues to vigorously
advocate for the completion of this project and will support efforts to move the
project forward expeditiously upon final approval of project scope and funding by
the City of Santa Monica.
Pier Infrastructure Assessment
The PRC Board approved the Pier Infrastructure Assessment Project in
February 2009. In 2009-2010, several projects identified during the
assessment will be implemented including infrastructure upgrades,
lighting upgrades and street-scape improvements.
8/4/09
Central Plaza Multi-use Facility
The Central Restroom and Multi-Use Facility construction commenced
January, 2009 and will be completed by August, 2009. The PRC continues to
work closely with City Staff to ensure that this vital and long-overdue project
moves forward in a timely manner. The addition of new restrooms will
dramatically improve public services on the Pier. In addition, the project includes
a small retail space and a much needed commissary for the food vending carts
on the Pier.
.Carousel Onion Dome
Restoration of the Carousel Onion Dome has been a priority of the PRC and
local.presenrationists alike. Funding to support the reconstruction and
installation of this iconic component of the historic Looff Hippodrome was
awarded in 2008; and PRC staff has worked closely with City staff to plan
and coordinate the project. Installation of the Onion Dome is slated for fall
of 2009.
Gangway
Installation of an Emergency Access Gangway at the west end of the Pier has
been a priority project for a number of years. A contract was approved by the
City Council in May of 2009 for final engineering and design services.
Project construction is scheduled to commence in January 2010 in
conjunction with Phase IV of the Pier Substructure Replacement Projecf.
Carousel Deck Seating
In 2007, the PRC and the Santa Monica Pier Aquarium identified a joint
project to return seating to the east Carousel deck. The proposed project
consists of fixed seating featuring custom Santa Monica Bay aquatic life
themed table tops and seats that will promote the aquarium "just below the
deck" and provide much needed seating for school groups, pier visitors
and special events. The PRC presented the concept to the Landmarks
Commission in 2008 and will return with a final proposal for approval in the
fall of 2009.
Leasing
In 2008 370 Santa Monica Pier was reactivated with a unique interim use
with the Trapeze School New York. In addition, lease negotiations and
tenant recruitment are ongoing for 250 Santa Monica Pier for a restaurant
with live music. In 2009-2010 the PRC will participate in the issuance of
RFP's for 330 Santa Monica Pier as well as the retail vending locations in
the Carousel and Trolley kiosk locations. Soda Jerks, an old fashioned
Soda Fountain, located in the Carousel will open in early fall 2009.
8/4/09 7
Historic Preservation
Now in its 25th year of operation, the role of the Santa Monica Pier Restoration
Corporation has grown to also include historic restoration and preservation. The
PRC developed aself-guided history tour in 05/06 which is provided to visitors
and school groups to enhance their experience on the Pier. In 06/07 the tour
was translated into Spanish and the physical "historic points of interest" were
identified on the Pier. In 2009 plaques will be placed at the 14 "historic
points of interest". The plaques have been sponsored by local
organizations, individuals and companies and are part of the official launch
of the Centennial Celebration program.. The PRC has also acquired a
number of unique historic artifacts relating to Pier history. Additionally, the
PRC Board and staff will work with the Santa Monica Historical Society to
formalize a partnership to operate and maintain a small history museum at
the west end of the Pier.
New Projects and Programs
During the course of the next year, PRC will continue its existing programs and
pursue the following new programs and projects:
1. Commence development of a renewed master plan for the Pier
building on the success of the vision adopted in 1988.
2: Oversee and produce events including Centennial Legacy events
supported by sponsorship contributions.
3. Support and assist the construction of the Phase IV substructure
improvements and Gangway installation.
4. Work jointly with the Santa Monica Pier Aquarium to return
seating to the east Carousel deck.
5. Partner with the Santa Monica Historical Society to operate and
maintain a museum at the west end of the Pier.
6. Continued advocacy for PierAccess Improvement Project.
7. Continue general oversight of Pier operations.
8. Engage the public in dialog regarding issues relevant to the Santa
Monica Pier.
9. Assist with coordination and planning of ongoing Pier Capital
Improvement projects.
10. Continue to provide excellent customer service and management of
special events in public spaces on the Pier.
11. Continue the study of expanded parking options, signage
improvements and development.
8/4/09 g
Conclusion
Reaching a significant milestone of 100 years the Santa Monica Pier is
firmly established as a premier recreational venue with a constant flow of
local, regional, national and international visitors. The projects and
programs presented for 2009-2010 will build on the momentum and interest
generated during the Pier's Centennial Celebration. The PRC will focus on
preservation of the Pier's historic character and caring for a vibrant future
through the development of a renewed master plan. The efforts and policy
recommendations of the PRC will be informed by the balance of
responsibilities befitting a local treasure, regional recreation resource and
international icon. Working with City Staff, Pier businesses and the public,
the PRC will continue to preserve the pleasure pier experience for all ages
and for future generations.
8/4/09
Pier Operations
Overview
The operation of the Pier is guided by the following principles:
• Symbiosis: Maintain the balance of diverse Pier uses and user groups while
advocating forpositive growth in accordance with the Santa Monica Pier
Design Guidelines.
• Accessibility: Improve access to the Pier through successful advocacy of
street, transit, signage and traffic improvements and effective use of
.current and future parking resources.
• Stature: Continue to build awareness of the Pier as a source of community
pride, anational/international historic landmark and a cultural showcase.
• Preservation: Preserve the diversity, history and uniqueness of the Pier.
The City is responsible for funding and managing Pier Maintenance and Pier
Leasing. According to the framework laid out in the current Services Agreement,
the SMPRC provides policy direction for these functions, participates in the
coordination of these efforts and provides day to day operational oversight.
Providing this valuable oversight is accomplished through an informed Board of
Directors and through the daily efforts of knowledgeable and accessible staff
who maintain a presence on the Pier seven days a week. PRC staff work
closely with City Staff, Pier tenants, and members of the public to foster open
communication; assist with problem solving, and review and approve projects.
The Santa Monica Pier's success depends on the coordination of diverse
interests and activities. The PRC provides this coordination, balancing the
efforts of City Staff, the goals of individual businesses and the interests of the
public in accordance with the Pier Guidelines and the PRC Mission Statement.
Objectives
• To facilitate smooth day-to-day operation while maintaining short-term and
long-term operational goals for the Pier.
• To advocate for the timely completion of Capital Improvement Projects and
work to minimize impacts on Pier businesses.
• To support ongoing tenant recruitment and leasing efforts for available
space on the Pier.
• To significantly improve access to the Pier through the realization of the
Pier Access Improvement Project.
8/4/09 10
• To advise the City and recommend policy for leasing, maintenance and
operational matters and on other significant projects that affect the Pier.
To work cooperatively with City of Santa Monica departments to expedite
resolution of leasing, maintenance, operational and development issues.
• To maintain excellent communication and working relationships with Pier
tenants and City departments including Resource Management,.
Transportation Management, Open Space Management, Community
Maintenance, the SMPD and Harbor Patrol, and the SMFD with the goal of
ensuring that special event, filming and other operational issues are managed
in a safe and coordinated fashion.
Strategies
PRC staff will continue to maintain good rapport with City Staff to identify and
prioritize projects. In addition to daily communication, regular meetings are held
with representatives from Pier Maintenance, Harbor Patrol, SMPD, Resource
Management, Open Space, Community Maintenance and Parking and Traffic.
The PRC Board also has an active Operations Committee charged with
addressing issues related to public safety, project coordination, parking and
traffic.
The PRC will actively advocate for visitor-friendly public safety and accessibility
improvements, including the Pier ramp construction, bridge widening,
infrastructure improvements and gangway construction. PRC staff will
continue to work with City Staff and tenants to ensure that visitor needs are met.
In the area of leasing management, PRC staff will cooperate .with City Staff to
bring leasing matters to the PRC Leasing Committee and Board of Directors.
The Board will continue to participate in the review and approval of new leases,
renewals, issuance of RFP's and the development of new leasing opportunities,
and the PRC Board will advocate for improved/enhanced property management
in accordance with the Pier Leasing Guidelines and the PRC Services
Agreement.
Projects
250 Santa Monica Pier
The PRC board approved a preferred use of "creative, cultural and or
performing arts venue with nonformula retail or food service". An open
RFP was issued in 2009. The PRC continues to support City Staff
8/4/09
efforts to secure a quality tenant, finalize a lease and activate the use
of this space.
Gangway and Boat Access
The PRC Board continues to support and advocate for this important
public safety project. In addition, the PRC Board will continue to study
options for the return of limited boat service to the Santa Monica Pier.
Parking Operations
Parking operations for the lots serving the Pier (the Pier deck lot, 1550
and 1440 PCH and Hot Dog-on-a-Stick) are currently managed by a
private parking company under contract with the city. PRC staff will
continue to work closely with City Staff to ensure that visitors have easy
access to parking and that filming and special event uses of the lots are
coordinated. Adequate parking continues to be one of the primary
obstacles to successful Pier operations. The PRC will continue to actively
pursue parking and public access alternatives for the Pier including shuttle
and tram alternatives and short and long-term parking options on and
under the former Rand building site.
Carousel
In 2008 the PRC assumed the responsibility for managing birthday parties
and special events in the Carousel. Management of Carousel events has
been integrated with the PRC's pre-existing responsibilities for managing
special events and filming in all other public areas on the Pier. The PRC
will continue to work jointly with the Santa Monica Pier Aquarium to return
seating to the east carousel deck. This area will be made available for
school groups and other Pier visitors and provide additional rental
opportunities for special events and picnics. The PRC will also continue
to support efforts to restore the Carousel building's original whimsical
fagade including period signage and the cupola-topping onion dome.
370 Santa Monica Pier
The Trapeze School of New York commenced interim use of 370 Santa
Monica Pier in 2008 activating the space for regular use for the first time
in over 12 years. The PRC will continue to support the interim use of the
site while facilitating ongoing discussions and planning for long-term
development.
1550/1440 Parking Lot/Deauville site
The PRC will continue to .advocate for a half signal on southbound
PCH to accommodate safer exiting from the 1440 PCH Parking lot
and advocate for use of the Deauville site for much-needed
additional parking instead of unsightly construction staging and
storage.
8/4/09 12
Administration
Overview
PRC staff is responsible for performing a wide range of functions.
Responsibilities include but are not limited to the following:
• Production of events including the Twilight Dance Series, Drive-In
Movies, Youth Concerts, Holiday Open House, and Santa Monica Pier
Awards, Sideshow at the Pier and Schools Out!
• Coordination of filming and events
• Development and production of free public events
• Marketing-and promotion of the Pier
• Community outreach
• Serve as public resource for history and education on the Pier. utilizing
the Pier History Book, Youth Guide to the Pier and Education
Curriculum published in 2009.
• Facilitation and support of Board and committee meetings
• Coordination with city staff on all projects, filming and events
• Regular communication with city-staff and Pier personnel
Maintenance and upkeep of Santa Monica Pier official website
• Response to public inquiries and requests
• Coordination of promotions, press conferences and. product sampling
• Creation of policy recommendations relating to public safety, street
performance, parking and traffic, and development
• Street performance monitoring
• Management of SMRPC budget and finances, insurance policies and staff
Licensing of Santa Monica Pier Sign and official marks and monitoring
compliance with the Model Code of Conduct and Sweatfree Policy.
For 2009-2010, staff will continue to execute the wide range of programs,
services, and policies of the PRC. PRC staff will continue to work closely with
City Staff; Pier tenants and members of the public to foster open communication
and excellent working relationships.
Objectives
• To provide fiscally responsible management of P.RC finances.
• To produce world-class events for year-round public enjoyment
• To encourage filming and special event activity and to provide excellent
customer service in doing so.
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• To maximize access to the Pier as a location for commercial filming, feature
films, music and television productions and to do so with minimum
detrimental impact on Pier visitors and businesses.
• To manage the licensing program for the City's Pier service marks. and logos.
• To provide effective administrative support for the Board and Committees.
To maintain open and regular communication with City Staff, Pier tenants and
the public.
• To foster street performance on the Pier by providing effective monitoring
services.
• To serve as a public resource for Pier information, activities, education and
history.
• To foster a positive image of the -Pier through excellent customer service,
prompt responses to inquiries and accessibility to all people.
Strategies
Staff will continue to maintain excellent communication internally and with
various City departments to effectively perform its administrative duties. Staff will
respond quickly, efficiently and in a helpful and friendly manner to filming and
special event clients, Pier tenants, City Staff and members of the general public.
Preparation and follow-up for meetings will be completed as quickly as possible.
To facilitate efficient management of the diverse responsibilities of the PRC, a
restructuring of staff took place in 2007-2008 with the addition of a Community
Venue Liaison and Pier Historian fulltime position and apart-time Weekend
Activities Assistant and one part-time Weekend Support Staff position. The
responsibilities of the Marketing Manager, Operations Manager and
Administrative Assistant were assessed and refocused with select duties being
re-assigned to the new Community Liaison and Weekend staff positions.
Programs
Special Event Development
Special events add value to the Pier as a community center, both
financially and through additional exposure gained by event-related PR
and advertising. PRC staff will continue to welcome and help coordinate
exciting and venue-appropriate public and private events. To facilitate
filming and event activities, PRC staff maintains a comprehensive
film/event guidebook. Initially published in the Summer of 2004, the
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guidebook is updated regularly and serves as a valuable resource for staff
and filming/event clients.
The Santa Monica Pier is an increasingly popular special event venue.
Staff will continue to work closely with event producers and the City of
Santa Monica to ensure that events are conducted in a manner
maximizing public benefit and minimizing negative impacts.
PRC staff participates in an annual citywide special event policy review to
ensure that the guidelines for the Pier protect the rights of the public, meet
the needs of the tenants and create a workable environment for event
production.
PRC staff will also continue to provide added value services and
amenities for special events with stage and riser rental, 10x10 tent rental,
preferred vendor references and planning and operational support.
Filming on the Pier
Staff will continue its efforts to promote the Pier as a filming location
through the Pier website, in trade publications and through outreach to
location managers and others. Filming activity promotes the Pier as-one
of the world's premiere public spaces in acost-effective and often. far-
reaching manner and provides a vital revenue stream. PRC Staff will
continue to work closely with City Staff and Pier tenants to ensure that
filming activity is properly managed. A review of fees and venue
policies will be conducted in 2009-2010.
Dedicated Portable Stage
Purchased in 2005, the Pier's dedicated portable stage has been in
constant demand since its arrival. The stage is used for the Twilight
Dance Series, Drive-In Movies, Sunday Concert Series and has also been
rented for private events, CD release concerts and film shoots. Staff will
continue to administer the use of the stage and provide on-site support
with a dedicated trained stage crew.
Intellectual Property Management
The PRC Board approved licensing rates and guidelines in March 2003.
PRC Staff will continue to pursue and negotiate licensing agreements for
use of the Santa Monica Pier Sign and official Pier marks. Multiple
licenses have been issued for use of the Pier sign in advertising
campaigns. In addition, the PRC has licensed the sale of official
merchandise on the Pier and executed a license agreement with a local
wholesaler. In 2005, the PRC Board adopted a Model Code of Conduct
and Sweatfree Policy for all licensing activity involving Pier-logo
8/4/09 15
merchandise. A comprehensive review and update of licensing
policies and fees will be conducted in 2009-2010.
Street Performer Monitoring
PRC Staff continues to work with street performers and street performer
activists to address concerns, solve conflicts and create a working
monitoring system on the Pier. PRC staff works seven days a week to
ensure consistent and regular monitoring. A voluntary voucher program
has been adopted eliminating confusion over which performer uses a
given location during each rotation period. The PRC acknowledges the
importance of street performance and will continue to facilitate active
performing on the Pier.
Carousel Booking and Special Event Management
The PRC will continue to provide the highest level of customer service for
all special event needs in the public spaces on the Pier. The successful
integration of the Carousel into the existing PRC event management
program in 2008 provides more direct access to the Carousel for special
events ranging from children's birthday parties to receptions including
fundraisers and company picnics. The PRC will continue to actively
market the Carousel and facilitate greater use of one of Santa Monica's
most unique public event venues.
Web Site
PRC Staff will continue to maintain and update the Pier's official web site,
www.santamonicapier.org. A complete redesign was unveiled in
September 2008 in preparation for the Centennial.. The new site
provides more flexibility to better serve the needs of the public while
supporting the increasing duties of the PRC through enhanced
venue information, greater interactivity, improved event information
and integration of key features like the Pier's newsletter, "Beyond
the Pier Sign." PRC Staff continues to analyze the functionality of
our online platforms including social networking and micro-blog
capabilities.
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Marketing and Events
Overview
PRC's marketing efforts include five interrelated yet distinct focuses: community
relations, special event production, advertising, sponsorship and event
underwriting, and promotions. Community relations efforts focus on encouraging
community involvement, promoting awareness of the rich educational
opportunities on the Pier and fostering a sense of community pride. Special.
events generate a sense of excitement, attract new visitors to the Pier and
provide a plafform-for sponsorship and promotions. Advertising efforts include
annual promotional programs, seasonal outreach, event promotion, cooperative
efforts with other local agencies, production of special interest stories and regular
communication with local and regional media outlets. Event underwriting and
promotions provide additional revenue to support PRC marketing and special
event efforts.
Objectives
The PRC marketing objective is to promote the Santa Monica Pier as a unique
year-round seaside venue with multifaceted entertainment, educational and
recreational uses. With programs designed to highlight specific opportunities on
the Pier and campaigns promoting the Pier experience as a whole, PRC staff
strives to create a consistent message of fun, diversity and excitement for the
Pier.
To achieve this objective, the following items are given careful consideration
throughout all of the PRC marketing efforts:
• To promote the Centennial of the Santa Monica Pier.
• To promote the Pier as a unique historic landmark and public space.
• To produce, promote and ehhance the Pier's existing calendar of special
events.
• To increase the use and vitality of the Pier year round.
• To increase awareness of the Pier as a community resource.
• To promote and coordinate special events and filming.
• To obtain media coverage of special events and regular programming.
• To increase sponsorship and underwriting support for the Pier's events.
8/4/09 17
• To establish the Pier as aworld-renowned recreation and entertainment
venue and tourist destination.
• To recognize the cultural, economic, and geographic diversity of the Pier's
visitors.
Strategies
The Pier is a unique and significant regional attraction that both competes with
and complements other regional attractions. PRC will allocate its resources as
effectively as possible to achieve its goals and objectives.
1. Maximize marketing resources by partnering, whenever appropriate, with Pier
businesses, special event producers, corporate partners and local agencies.
2. Maintain an active calendar of events throughout the year that add to the
excitement of visiting the Pier, are attractive to the local community and draw
new visitors.
3. Promote the Pier regularly through public relations efforts, special interest
stories and cost effective advertising.
4. Encourage the involvement of schools in educational activities on the Pier.
Target Markets
PRC marketing programs address two general market categories: potential Pier
visitors and commercial clients. There are several target markets in each
category:
Potential Pier Visitors
• Local Santa Monica and beach community residents
• Residents of the Southern California region
• Domestic and international visitors
• Educators and schools
Commercial Clients
• Travel industry professionals
• Film companies
• Event producers
• Promotion and advertising firms
8/4/09 18
Programs
PRC staff will develop and manage the following programs consistent with PRC
Board approval, policies and objectives. These programs are partially paid for by
city funding but are also dependent on revenues generated by PRC sponsorship
and event underwriting efforts, filming, and special events.
Community Outreach
Among the PRC Board's long-term priorities is creating a "public square"
concept for the Pier. This priority is addressed though a community
relations program designed to increase community activity on the Pier.
The PRC will continue to encourage local organizations to produce their
events on the Pier and to invite community performance groups to
perform on the Pier. The purpose of these efforts is to continue building
local patronage of the Pier by attracting groups with local constituents.
New events on the Pier will provide additional opportunities for local
organizations to conduct fundraising and to create awareness of their
activities.
Pier JAMS
The Junior Acoustic Music Series continues to take place primarily on
Saturdays and Sundays throughout the school year. The PRC hosts local
student/youth music groups including string. quartets, orchestras, jazz
bands, mariachis, traditional music groups representing many cultures,
dance troops and a cappella singing groups. Pier JAMS fosters positive
experiences on the Pier for students and their parents and provides
additional entertainment for fall, winter, and spring weekend visitors.
Bi-Weekly Newsletter
PRC staff will continue to produce and refine the bi-weekly newsletter
launched in March of 2006. Called "Beyond the Pier Sign", the newsletter
features an events calendar, current activity updates and special interest
stories focused on the Pier community. The newsletter is currently
distributed via a-mail to a dedicated mailing list of over 5000 dedicated
Pier supporters.
Website and social networking
A new website was launched in September 2008. PRC staff
continues to maintain the website as well as several social
networking channels including a Facebook page, MySpace page,
YouTube Channel and Twitter feed.
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Twilight Dance. Series Poster Design Contest
Launched in the fall of 2002, this contest was designed to foster
community involvement in creating the design of the various promotional
materials. used to advertise the ten week summer concert series. The
contest continues to be extremely successful thanks to ongoing
relationships with schools and universities and local press coverage.
Over 140 entries were received again in 2009 with over 20 finalists
selected for display on www.twilightdance.orq, where a secure polling toll
is utilized for voting. As a tribute to the tremendous response all poster
entrants are displayed in the Carousel during April and May.
Santa Monica Pier Education Curriculum
In 2009. The PRC received a generous grant from the Sempra Energy
Foundation to develop and publish a Youth Guide to the Pier and a
full education curriculum. Both publications are free to the public
and schools. Utilizing these tools the Pier will be actively promoted
as a unique historic and educational destination and resource to
schools and educators throughout the Southern California region.
Community Fundraising
With year around activities, the Pier can provide a reliable platform for
local charities and non-profit organizations. The PRC continues to
welcome charities and non-profit organizations to conduct special event
fundraising and public awareness campaighs on the Pier. This policy
provides an opportunity to give back to the community and to increase
community activity on the Pier.
Santa Monica Pier History Book
Published by Angel City Press in February 2009, "Santa Monica Pier
- A Century on the Last Great Pleasure Pier" written by James Harris
with a foreword by Robert Redford. PRC will continue to actively
promote the new book, provide on-site history tours as well as
lectures, talks and book signings. The PRC will also continue to
oversee distribution and sales of and distribution of the book for Pier
lessee locations as well as online sales from the Pier website.
Special Events
The PRC manages and produces events throughout the year that appeal to the
Pier's diverse visitor population. In addition, the PRC will continue to assist event
producers with private and public events. The following is a description of the
annual events produced by the PRC on the Pier:
Centennial Celebration
The Centennial date of the Santa Monica Pier is officially September
9, 2009. A Centennial Celebration Steering Committee has been
8/4/09 20
established that consists of a broad base of Santa Monica
Community members and organizations to oversee the creation of a
series of events and activities to commemorate the 100th year of the
Pier. In May 2008, the PRC engaged the services of Public Works
Inc, an event production and planning company with expertise in
public events to assist with the planning and coordination of this
momentous occasion. The PRC will focus substantial effort towards
the planning, production and funding of the Pier's Centennial
Celebration to ensure the highest level of production and
presentation.
Twilight Dance Series
The Twilight Dance Series is the largest annual event produced by the
PRC. Now in its 25th year, the concerts have grown from modest
beginnings in 1985 to become the highlight of Santa Monica summers.
The Twilight Dance Series offers an eclectic line-up matching the diversity
of Pier visitors and the community.. The concerts are made possible.
through sponsorship and event underwriting. The addition of a wine
tasting pavilion in the summer of 2009 furthered efforts to increase
sponsorship support and diversify. revenue streams to support
growing event production expenses. Increased event expenses
continue to be directly related to annual increases in overall
attendance.
Winter Holidays
The PRC will continue to produce the annual Holiday Open House
featuring arts and crafts, readings by the Santa Monica Public
Library, a holiday raffle and a visit from Santa. For 2009-2010 the
PRC will expand the holiday activities to include pier-wide lighting
and decor. PRC staff will continue to work closely with local hotels
and tour operators to welcome Rose Bowl schools to Santa Monica
.for the New Year's holiday.
Sunday Concerts on the Pier
This annual pop music event, produced by the SMPLA with support from
the PRC, is a free concert series that runs om Sunday afternoons. Three
to four hundred people attend the concerts each week. In addition to
providing staging support for the series, PRC staff provides assistance
with marketing and PR efforts.
Santa Monica PierAwards
The first of three Centennial Legacy events the Santa Monica Pier
Awards will take place in February of each year and will honor three
to six individuals for their outstanding commitment and contribution
to the Pier. For 2010, the event will be reviewed and considered for
8/4/09 21
use as an annual fundraising opportunity to support ongoing free
public events and education programming.
Sideshow at the Pier
The second of three Centennial Legacy events will take place in April
or May each year and will showcase the best variety acts, circus
artists, vaudevillians, buskers and aerialists and serve as the annual
time machine celebrating the history of side show entertainment on
boardwalks and Piers. The production of Sideshow at the Pier will
be dependent on securing sponsorship support.
Schools Out!
The third of three Centennial Legacy events, Schools Out! will mark
the official start of summer on the Pier with a festival for kids and
their families. The event will include a broad range of exciting
interactive activities and performances including beach and ocean
focused themes as well as the Pier's engaging educational
curriculum and youth guide. The production of Schools Out! will be
dependent on securing sponsorship support.
Drive-In Movies at the Pier
The Drive-In Movies will continue in 2008 with an initial schedule of four
movies in August. This event debuted in August of 2003 and became an
instant favorite. Given the busy schedule of events in 2009 and
budget constraints, the PRC staff began the process of seeking in-
kind sponsor-backed production support for the Drive-In. The PRC
will continue to make every effort to support the presentation of free
outdoor movies on the Pier, however production will be dependent
on sponsorship support.
Wake up with the Waves
Launched in the Fall of 2006, "Wake up with the Waves" is a children's
music concert series featuring a variety of performers from gam to 11am
every Saturday in September and October. "Wake up with the Waves" is
eagerly anticipated by families looking for activities on Saturday mornings,
and it offers a great opportunityfor families to experience the fun of the
Santa Monica Pier. The event will continue to be produced based on
available staffing, production and financial resources.
Public Relations
Public relations efforts for 2008/09 will include the following:
• Extensive outreach and efforts to support and promote the
Centennial Celebration.
8/4/09 22
Building relationships with local organizations to encourage participation in
Pier events and promotions.
• Distribution of regular press advisories for special events, new projects
and special interest stories.
• Friendly and prompt response to media inquiries.
• Management of media communication and coordination of on-site
media presence.
Advertising
Internet
The Pier's official web site, www.santamonicaoier.org, is maintained by
the PRC. Anew web site was launched in 2008 to provide more
comprehensive and easily accessible information about the pier and
better support the ongoing efforts and mission of the PRC. PRC staff
regularly updates current event information, upcoming meeting agendas,
and general Pier information. The Pier web site provides a
comprehensive overview of the Pier including filming and event
information, film and event permit application downloads, Pier tenant and
activity listings, contact information and Pier history. The newly updated
site also prominently features the PRC's popular newsletter "Beyond the
Pier Sign." The PRC also maintains a Facebook and MySpace page
as well as a Twitter feed and a dedicated You Tube channel. In
February 2009, the PRC launched an online store to sell limited
edition Centennial merchandise as well as the new Pier history book.
Print
The PRC engages in a wide range of print based advertising and editorial
campaigns. Direct advertising buys include the CVB's Santa Monica
Visitors Guide and the Santa Monica Daily Press as well as partnerships
with LA Weekly and community family newsletter The Daisy Chain. In
addition, the Pier is the subject of numerous articles and features in local
and regional papers as well as national magazines such as Sunset. The
PRC continues to coordinate and participate in cooperative advertising
opportunities for the Pier with Pier tenants and local agencies to maximize
marketing exposure in a cost effective manner.
Television and Radio
The PRC oversee and permits multiple film and television shoots on
the Pier each year. To foster increased exposure for the Pier, the PRC
will continue to work closely with companies to film on the Pier and will
8/4/09 23
actively participate in programming that focuses on the Pier. The PRC
continues to maintain a partnership with Clear Channel Radio that
includes asummer-long promotion on the Pier with the KITS-FM
Beach Shack.
Sponsorship, Grants and Underwriting
The PRC has successfully developed a year around calendar of events to
provide an attractive platform for sponsorship and promotional activity.
Sponsorship in the form of event underwriting will be sought to support the
growth and continued success of the annual event program. Promotional activity
that is congruous with specific events will be sought as an additional revenue
source. The economic downturn in 2008-2009 had a significant impact on
total revenue raised from sponsorship, however, in-kind sponsorship
partners have increased. In addition, the PRC successfully secured
several grants to support programming efforts. The PRC will continue to
pursue sponsorship, grants and to support free event and education
programs on the Pier.
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Pier Restoration Corporation
Board of Directors
Kent Smith, Chair
Joel Brand, Vice-Chair
Eric Faber, Treasurer
Allan Lipsky, At Large
Ellen Brennan
Anne Beige-Pearson
Cindy Bendat
Monte Perez
Sandra Pettit
David Newberg
Staff
Executive Director
Operations Manager
Acting Marketing Manager
Community Venue Liaison and Pier Historian
Administrative Assistant
Weekend Activities Assistant
Weekend Support Staff
Ben Franz-Knight
Aurora Astorga
Anne Railsback
Jim Harris
Rosa Flores
Wayne Von der
Mehden
Dan Lensch
8/4/09 25