sr-120809-1jCity Council Report
City of
Santa Monica
City Council Meeting: December 8, 2009
Agenda Item: .l...~
To: Mayor and City Council
From: Elaine Polachek, Deputy City Manager
Subject: Rose Bowl Pep Rallies
Recommended Action
Staff recommends that the City Council authorize the City Manager to enter into a
license agreement with Ohio State University and the University of Oregon or Oregon
State University to hold two Rose Bowl pep rallies on December 30 and December 31.
Both events will be held in the 1550 Lot.
Executive Summary
Based on the efforts of the Pier Restoration Corporation (PRC) and the Santa Monica
Convention and Visitor Bureau (CVB), Ohio State University and the winner of the
Oregon/Oregon State game seek to hold their respective Rose Bowl pep rallies in the
1550 lot on December 30 and 31, 2009. Staff is requesting that Council authorize the
City Manager to enter into license agreements with each university. The universities
estimate that each pep rally will attract between 10,000 and 20,000 participants. The
license agreements will provide for full cost recovery of City services. The economic
benefits include additional parking revenue to the Beach Fund, increased hotel
occupancy, and collateral spending by pep rally attendees in local restaurants and
businesses.
Discussion
The City has been host to Rose Bowl pep rallies in the past. These were held on the
Santa Monica Pier and were successful in bringing visitors and increased revenues to
the Pier and local businesses. There is stiff competition among neighboring venues,
such as LA Live, Century City, Pasadena, Beverly Hills, and Universal City Walk to host
these pep rallies. It is a significant achievement on the part of the PRC and the CVB to
have Santa Monica selected as the site for both rallies.
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The pep rallies are consistent with the objectives of the Extended Commercial Events
Policy approved by the Council in December, 2008. They will provide economic benefits
to the cultural tourism sector of the community and to the Beach Fund through
increased parking revenues. The events fall within the permitted time period and offer
opportunities for cross marketing to the Pier lessees. The Ohio State University pep
rally will be held from 3 to 5 p.m. on December 31; the rally for the University of Oregon
or Oregon State University on December 30 is planned between 5 to 7 p.m. The CVB is
working with hotels, restaurants, and businesses to extend the time the fans remain in
Santa Monica with offers for lunch, dinner, and shopping. Hotel occupancy is projected
at 90% during this week as a result of the football fans staying in Santa. Monica. Based
on an average $100 expenditure by Rose Bowl attendees in Santa Monica, the 10,000
to 20,000 fans for each rally will generate a significant increase in local sales.
A team comprised of staff from the City Manager's Office, PRC, CVD, Police, Fire,
Transportation Management has been meeting with representatives from the
universities to ensure that appropriate public safety and traffic management plans are in
the place for the events.
License Agreement Conditions
The License Agreement with each university will meet the requirements of the Extended
Commercial Events Policy, pay for all City costs including required Police and Fire
staffing, the preparation of aCity-approved traffic and off-site parking plan, and a
neighborhood outreach and communication plan.
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Financial Impacts & Budget Actions
As mentioned above, the license agreements will include cost recovery of all City costs.
The additional economic benefits include beach parking revenues and increased
transient occupancy and sales tax.
Prepared by: Judith Meister, Administrator
Approved:
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Elaine Polach k
Deputy City Manager
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Forwarded to Council:
Reference Agreement
No. 9157 (CCS).