sr-062210-1n~r
;tyaf City Council Report
Santa rlonica
City Council Meeting: June 22, 2010
Agenda Item: ~ ~ N
To: Mayor and City Council
From: Carol Swindell, Finance Director
Subject: .Parking Operations Plan for 2010 Twilight Dance Series Concerts
Recommended Action
Staff recommends that City Council:
1) Approve a $10 event rate for the Central Beach Zone beginning at 5:00 p.m. on
Thursday nights July 8, 2010 to September 2, 2010; and
2) Adopt the attached resolution authorizing parking past sunset in support of the
Twilight Dance Series in all Beach Lots.
Executive Summary
The Twilight Dance Series is a longstanding tradition that brings thousands of
individuals and families to the Pier to enjoy a wide variety of music on Thursday nights
during the summer. This year, Council allocated $35,000 from its contingency fund and
authorized an increase in Pier Carousel rates to provide partial funding for the 2010
concerts. The proposed Twilight Dance Series Parking Plan furthers these goals by
generating approximately $3,000 per event night in additional revenue for the Beach
Fund.
Background
Each summer, the City and Pier Restoration Corporation hosts the Twilight Dance
Series on Thursday nights. On March 9, 2010, Council authorized $35,000 from its
discretionary funds in support of the 2010 Twilight Dance Series, directed staff to work
with the Pier Restoration Corporation to achieve the goal of producing a minimum seven
concerts and directed staff to return with recommendations and actions necessary to
facilitate a revenue neutral concert series. On March 23, 2010, Council approved an
increase in the Carousel rates to offset increased cost to the Pier Fund for the concerts.
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Discussion
The March 23, 2010 staff report noted in the Executive Summary and Discussion
section that the City would implement an increase in the Central Beach Zone parking
rate from $8 to $10 on Thursday nights during the concert series. However, that staff
report did not seek the necessary Council approval to implement the increased rate.
The event rate is estimated to generate approximately $3,000 per event in additional
revenue for the Beach Fund. The Beach Fund pays for public safety, sanitation and
other operating. costs generated by the influx of visitors to the beach on Thursday nights
during the Twilight Dance Series.
Santa Monica Municipal Code Section 3.04.020. prohibits parking in the Beach Lots
between sunset and sunrise, except with a valid permit. Santa Monica Municipal Code
Section 3.04.030 provides for Council to adopt a resolution to allow parking outside of
the allowed hours for participants to a regional event when the exception would facilitate
the event. During the Twilight Dance Series concerts, visitors park throughout the beach
lots to attend the event. Staff recommends that Council adopt the attached resolution
authorizing vehicles to park past sunset on Thursdays during the concert series. The lot
would close to new parkers at sunset; the resolution would only provide for those
already in the lot to stay past sunset.
Financial Impacts & Budget Actions
The proposed event rate is expected to generate approximately $3,000 per event night
in additional revenue that will go to the Beach Fund. If there are seven events, this
would result in $21,000 in increased revenue.
Prepared by: Donald Patterson, Business & Revenue Operations Manager
Approved:
,/ ~"' "~
,~ort.. of Swindell
Finance Director
Forwarded to Council:
Rod Gould
City Manager
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Reference Resolution No.
10496 (CCS).