sr-012610-1a~®
~;~YOf; City Council Report
Santa Monica
City Council Meeting: January 26, 2010
Agenda Item: 1-_ ~
To: Mayor and City Council
From: Barbara Stinchfield, Director of Community & Cultural Services
Subject: Contract Modification for Business Development and Marketing Services
at the Annenberg Community Beach House
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a modification to Professional Services Agreement No. 1844 with Hospitality
Atelier in an amount not to exceed $59,600 for a total contract amount of $129,100 for
business development and marketing services associated with private events at the
Annenberg Community Beach House through June 30, 2010.
Executive Summary
The City entered into a professional services agreement with Hospitality Atelier for
business development and marketing services for private events at the Annenberg
Community Beach House. The original contract amount was for $69,500 and included
initial activities associated with marketing the site for private events both on-line and in
print as well as developing partnerships with local hotels and the Convention and
Visitors Bureau. The expanded scope of work will build upon these initial business
development efforts to promote the site for meetings and film and television shoots.
Discussion
On April 17, 2009 the City issued a Request for Proposals (RFP) on PlanetBids for
business development and marketing services for the private events at the Beach
House. Nine proposals were received at the close of the RFP process. Following
review of the proposals by an interdepartmental team with representatives from
Community & Cultural Services and Housing and Economic Development, six
shortlisted firms were interviewed and Hospitality Atelier was selected based upon their
qualifications, references and scope of services and the city entered into a professional
services agreement with Hospitality Atelier. To date the consultant has provided
expertise in refinement of the Beach House booking guidelines including pricing
strategies, staffing guidelines, and catering parameters and has initiated business
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development activities through both online marketing and forming partnerships with the
Conventions and Visitors Bureau, the Annenberg Foundation, local hoteliers and
meeting planners to promote the Beach Club for private meeting use. Hospitality Atelier
has also provided input and direction for the creation of collateral materials for private
event sales. Hospitality Atelier's services to date have been of high quality including
working closely with City Staff and the CVB to host a Beach House Showcase for local
hoteliers this past fall to promote the Beach House as a venue for their clients,
launching on-line marketing for private events with an evaluation component and
securing several recent photo shoots at the site. Increasing and extending the contract
will enable Hospitality Atelier to build upon its work to date, including but not limited to
proactive marketing and sales with focus on the corporate and business sectors
through continued development of Internet marketing strategies and ongoing detailed
analysis to optimize their effectiveness, analysis of the pacing of bookings including
development of recommendations for targeted business development for certain key
sectors, specialized business development trainings and weekly technical assistance for
Beach House events staff as well as marketing the site for film and television shoots
which is an area of business development that has not been marketed to date.
Financial Impacts & Budget Actions
Funds in the amount of $59,600 are available in account 24523.555060.
Prepared by: Karen Ginsberg, Assistant Director
Barbara Stinchfield
Director of Community &Cultural
Services
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Approved: Forwarded to Council:
Reference Contract No.
9169 (CCS)