sr-091410-1nCity Council Meeting: September 14, 2010
Agenda Item: ~-~
To: Mayor and City Council
From: Andy Agle, Director of Housing and Economic Development
Subject: Santa Monica Pier Restoration Corporation Fiscal Year 2010/11 Work
Plan and Budget
Recommended Action
Staff recommends that the City Council approve the Santa Monica Pier Restoration
Corporation's (SMPRC) Fiscal Year 2010/11 work plan and budget.
Executive Summary
The SMPRC is presenting to the City its FY 2010/11 budget totaling $1,043,900 and its
FY 2010/11 annual work plan-describing the activities that it will undertake in the coming
year.
Background
In November 1983, Council created the SMPRC as a non-profit, public benefit
corporation to oversee the reconstruction and revitalization of the 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 March 23, 2004 and amended on November 13, 2007.
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 activities;
® the review and approval of leases and licenses for use of the Pier consistent with
leasing guidelines approved by Council; and
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® 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 Council
approval
In accordance with Section 4.2 of the Services Agreement, the SMPRC is submitting its
FY 2010/11 annual budget and work plan to Council for its review and approval.
Discussion
Work Plan for FY 2010/11
Subject to Council approval, the attached work plan (Attachment A) describes in detail
the activities the SMPRC will provide in coordination with the City during the upcoming
fiscal year. Significant changes and new additions from the prior year are highlighted in
bold. New initiatives include preparation of an updated master plan to guide future
development on the Pier and a strategy to ensure a sustainable fundraising and
sponsorship base that. will support the continuation of the Twilight Dance Series
concerts in the years to come. The fundraising and sponsorship plan will be presented
to the PRC Board and City Council in the fall of 2010. In addition, the PRC will continue
to advocate for the replacement of the Pier Bridge, eventual removal of parking from the
Pier deck, and the return of boat access. Other priority projects outlined in the work,
plan include advocating for ongoing upgrades to Pier furniture, signage, and guest
amenities.
Budget for FY 2010/11
The SMPRC's FY 2010/11 budget totals $1,043,900 representing an overall 9 percent
decrease from the previous year's budget which included additional income received
from Centennial activities. Budgeted revenues include City's base grant funding of
$494,900 as well as $549,000 anticipated to be generated from sponsorships,
promotions, filming, special events, and Carousel bookings. The base grant from the
City is unchanged from the previous year. Revenue from non-City sources is expected
to increase by $1.51,000 or 38 percent over the previous year as a result of anticipated
increases in event sponsorship for Twilight Dance Series, promotions, and Carousel
bookings.
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Expenditures are organized by major categories. Administration and operations
expenditures total $561,100, while events and marketing expenditures total $467,900.
Administration expenditures are anticipated to increase by 10 percent related to the
restoration of a part-time weekend staff position to oversee event management and
street performer monitoring as well cost of living increases, while event expenditures
are anticipated to increase by 23 percent to accommodate additional. activities, such as
Twilight Dance Series 2011, Paddle Races and other events. Increased .event
expenditures are contingent on increases in sponsorship and general revenue.
Commission Action
The SMPRC Board of Directors approved its work plan on June 2, 2010, and its budget
on July 7, 2010.
Financial Impacts & Budget Actions
Funds in the amount of $494,900 been allocated in Account No. 30626.577300 for the
SMPRC as part of the City's adopted 2010/11 budget. Approval of the work plan and
budget for FY 2010/11 has no additional budget or financial impact on the City.
Prepared by: Elana Buegoff, Sr. Development Analyst
Approved:
Andy Agle, Director
.Housing and Economic Development
Forwarded to Council:
Rod Gould
City Manager
Attachments:
A. SMPRC Work Plan for FY 2010/11
B. SMPRC Budget for FY 2010/11
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ATTACHMENT A
Approved PRC Board 6/2/2010
SANTA MONICA PIER RESTOR,4TION CORPORATION
Annual Plan of Work for Fiscal Year 2010 - 2011
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SANTA ONICA PIER RESTORATION CORPORATION
Annual Plan of Work for Fiscal Year 2010 - 2011
Table of Contents
Page number
PRC Mission Statement 2
PRC Roles and Responsibilities 2
Executive Summary 3
Venue Management- Special Events and Filming 6
Marketing and Community Programs 7
Capital Improvement Projects 14
Leasing 15
Historic Preservation 16
Day-to-Day Operations 17
Long Range Planning 23
PRC Board and Staff 25
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PRC IViission 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(c)3 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 ahnual work
plan. These responsibilities may include:
® General Planning
® Marketing
® Sponsorship and Event Underwriting
® Fundraising
® 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
• Maintenahce
® Capitallmprovements
® Leasing and Development
® Public Space Use
® Public Policy
® Operations
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.
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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.
Brief History and Background
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 1 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 and 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 operational 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
transitioned from a traditional "summer" destination to being recognized as a
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year-round destination, with large crowds frequenting the Pier on all good-
weatherweekends and holidays throughout the year.
Current Goals
Over the course of the last twenty-one years, the goals and projects outlined in
the redevelopment plan adopted by the 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 Pier Centennial Celebration, the PRC Board commenced the process off
developing an updated master plan for the Pier at a retreat in February of
2010. The PRC Board and staff will work closely with City Staff, Tenants
and the public to craft a renewed master plan that preserves the essence of
the Pier and fosters continued success for the future.
Several new leaseholds and capital improvement projects are leading the
way toward that future vision of the Pier. Soda Jerks in the Carousel will
open in the summer of 2010, and AI Mare, a family style Italian restaurant,
will start construction and renovation of 250 Santa Monica Pier in the fall.
Several other leaseholds will be subject to RFPs and new leases including
330 Santa Monica Pier and the retail kiosk in front of the new central
restrooms.
2010-2011 capital improvement projects include the Emergency Access
and Boat Access Gangway at the west end and Phase IV of the Pier
Substructure Rehabilitation project. The PRC will continue to advocated
for the replacement of the Pier Bridge, eventual removal of parking from
the Pier deck and the return of boat access. Additional priority projects.
include ongoing upgrades to Pier furniture, signage and guest amenities.
Special events on and around the Pier continue to grow in number, size
and complexity. On September 9, 2009, the Pier celebrated 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 worked closely with Cirque du Soleil and the Pier
tenants to integrate the Pier and Cirque experience through co-operative
partnerships. In November 2009, the Pier was celebrated as the end of
Route 66 with the installation of a new sign. The momentum of the
Centennial and Cirque continued with iwo major Rose Bowl Pep Rallies on
December 30 and 31, 2009, the LA Marathon in March 2010,-large private
events in April and a hugely successful free Jack Johnson concert in May.
In 2010-2011, the PRC will focus on continuing to support a diverse
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calendar of events and fostering greater synergies between the Pier and
event activity on the beach, in the 1550 lot and in downtown.
Finally, one off the Pier's longest standing events, The Twilight Dance
Series will undergo an in-depth review. Facing a signifficant budget
shortfall due to dramatic decreases in sponsorship the PRC kicked-off an
aggressive fundraising campaign in March which resulted in successfully
raising funds to secure a full summer of 9 Twilight Dance Series concerts.
To ensure the future of summer concerts on the Pier an Ad-Hoc committee
was formed to craft a 3-5 year strategic fundraising, branding and
sponsorship plan that will be presented to the PRC Board and City Council
in the fall of 2010.
Conclusion
The focus of PRC efforts fall into eight interrelated categories: Venue
Management, Events and Filming, Marketing and Community Programs,
Capital Improvement Projects, Leasing, Historic Preservation, Day-to-Day
Operations and Long Range Planning. 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.
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Venue Management -Special Events and Filming
Special Events
The Santa Monica Pier is a world-class destination and premiere location
for special events and filming. Each year the Pier hosts hundreds of
events ranging from children's birthday parties to elaborate fundraising
galas. In 2009-2010 the Pier was the chosen location for Cirque du Soleil,
Special Olympics "Pier del Sol", the end of the LA Marathon, two 5/10k
runs, three walk-a-thon fundraisers, the west coast's largest Australian
employee incentive event, pep-rallies, large-scale concerts, celebrations of
peace and culture and hundreds of small private parties, birthday parties
weddings and anniversaries. The annual calendar of events on the Pier
runs year around and requires careful management. The PRC will continue
to engage in active dialogue with tenants, city staff and the public to
respond to new needs and review and develop new tools to ensure the
continued successful management of events on the Pier.
For all events, regardless of size, the PRC continues to offer the highest level of
customer service. To support on-site event production the PRC offers a
valuable list of core event support services. Rental of the stage, crowd control
barricades and pop-up tents have enhanced event production on the Pier. The
PRC has developed a comprehensive event guide book to assist event
producers with the planning and execution of events on the Pier and in 2010-
2011 staff will work to provide the event guide book as a searchable database to
better serve event and film production crews.
Filming
As with special events, the Pier is a much sought after location for filming,
still photography and web-based and television commercials. Filming
activity provides valuable promotion and exposure for the Pier as well as a
vital source of revenue. PRC Staff will continue to promote the Pier as a
filming location through the Pier website, in trade publications and through
outreach to location managers. Staff will also work closely with City Staff
and Pier tenants to ensure that filming activity is properly managed.
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Marketing and Community Programs
The PRC's Marketing and Community Program efforts include five distinct
focuses: community outreach, special event production, advertising,
sponsorship and event underwriting, promotions, and advertising.
®bjectives
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:
• Recognize and enhance the unique innate qualities of the Pier.
• Promote the Pier as a unique historic landmark and public space.
® Increase the use and vitality of the Pier year round and enhance
business operations.
• Increase awareness of the Pier as a community resource.
• Promote and coordinate special events and filming.
• Obtain media coverage of special events and regular programming.
• Increase sponsorship and underwriting support for the Pier's events.
• Showcase the Pier as aworld-renowned recreation and entertainment
venue and tourist destination.
• Recognize the cultural, economic, and geographic diversity of the Pier's
visitors.
• Maximize marketing resources by partnering, whenever appropriate, with
Pier businesses, special event producers, corporate partners and local
agencies.
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• 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.
• Promote the Pier regularly through public relations efforts, special interest
stories, social media and cost effective advertising.
• Encourage the involvement of schools in educational activities on the Pier.
Target Markets
PRC marketing programs address two general market categories: potential and
return Pier visitors and commercial clients. There are several target markets in
each category:
Potential and Return 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
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
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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 5,000 dedicated
Pier supporters.
Website and social networking
In 2010 PRC staff adopted a new content management platform for
the Pier website that allows for dynamic updates and direct links to
social networking channels including a Facebook page, MySpace
page, YouTube Channel and Twitter ffeeds. Over the course of 2010-
2011, staff will work with Pier tenants to developed individual
sections for each tenant and enhance webpage content for long-
standing events like the Twilight Dance Series. PRC Staff will also
continue to use the website as one of the main portals for
communicating with the public, providing access to merchandise
and supporting fundraising efforts.
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 summer concert series. The contest
continues to be extremely successful thanks to ongoing relationships with
schools and universities and local press coverage. Finalists are
displayed on the Pier website, where a secure polling tool is utilized for
voting. As a tribute to the tremendous response, all poster entrants are
displayed in the Carousel during April and May.
sr~ono
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 historical and educational destination. These materials are a
resource to schools and educators throughout the Southern California
region as well as to national and international school group tours.
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 campaigns on the Pier. This policy
provides an opportunity to give back to the community and to increase
community activity on the Pier.
Community 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:
Twilight Dance Series
The Twilight Dance Series is the largest annual event produced by the
PRC. Now in its 26th 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. Facing a significant budget
shortfall the PRC mounted an aggressive and highly successful
fundraising campaign in March of 2010 to save the Twilight Dance
Series. At the request of the City Council, the PRC Board
established an Ad-hoc committee to review the Twilight Dance
Series and craft a 3-5 year strategic plan to ensure a sustainable
fundraising and sponsorship base for the concerts. The plan will be
presented to the PRC Board and City Council in the fall of 2010.
Winter Holidays
The PRC will continue to host the annual Fleartfelt Open House
which provides a day at the Pier and a visit from Santa to families
and children in need from LA's downtown homeless shelters. PRC
staff will continue to work closely with the CVB and Tenants to
welcome Rose Bowl schools to Santa Monica for the New Year's
holiday and secure Pep-Rallies at the Pier. The PRC Marketing
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Committee will also continue to work on new and creative concepts
to enhance the holiday atmosphere at the Pier.
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 on 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 use as an annual
fundraising opportunity to support ongoing free public events and
educational programming.
Sideshow at the Pier
The second of three Centennial Legacy events showcases the best
variety acts, circus artists, vaudevillians, buskers and aerialists and serves
as an annual time machine celebrating the history of side show
entertainment on boardwalks and Piers. The production of Sideshow at
the Pier in 2010-2011 will be dependent on securing sponsorship support.
The First Annual Santa Monica Pier Paddle Race
The First Annual Paddle Board Race will launch on June 12, 2010.
This event evolved out of post-Centennial discussion and will
showcase the Pier as the kick-off location for summer as well as
foster a greater connection to the ocean and beach. This year's race
will feature approximately 200 racers on a shoe: and long course,
dory boat races, outrigger canoe races and a paddleboard and gear
expo.
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.
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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 11 am
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 opportunity for 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 2010/11 will include the following:
® Extensive outreach and efforts to support and promote the Pier and
it's events.
® 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.santamonicapier.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 to
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 and application downloads, Pier tenant and activity listings,
contact information and Pier history. The newly updated site also
prominently features the PRC's 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 Pier history book.
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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 the to Weekly and the 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 oversees and permits multiple film and television shoots on
the Pier each year. To foster increased exposure for the Pier, the PRC
will continue ~o work closely with companies filming on the Pier and will
actively participate in programming that focuses on the Pier. The PRC
also continues to maintain a partnership with local radio stations
that includes asummer-long promotion on the Pier.
Sponsorship. Grants and Underwriting
The PRC has successfully developed ayear-round 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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Capital Improvement Projects
The PRC Board continues to advocate and support a number of important
capital improvement programs on the Pier. PRC Staff plays a critical role in the
on-site management, oversight and execution of all Pier-related capital
improvement projects. The following projects are considered high priorities for
2010-2011:
Pier Access Improvement Project
PRC maintains that the highest priority for improving operations and accessibility
is to complete the Pier Bridge seismic upgrade and widening. 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 the 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 2010-2011, several projects identified during the
assessment will be implemented including infrastructure upgrades and
street-scope improvements. In 2011-2012, lighting and Newcomb deck
substructure repairs are scheduled.
Carousel Onion Dome
Restoration of the Carousel Onion Dome has been a priority of the PRC and
local preservationists 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 2010
Gangervay
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 2011 in conjunction with
Phase IV of the Pier Substructure Replacement Project.
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 seating
will be installed in the summer of 2010.
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Leasing
Leasing on the Santa Monica Pier is conducted by the City of Santa Monica
following a set of Leasing Guidelines that are approved by the PRC Board.
In 2010 the PRC Leasing Committee and Board will undertake a
comprehensive review of the Leasing Guidelines in concert with the
development of a renewed master plan for the Pier. In addition, the PRC
facilitates the following leasing related matters:
Soda Jerks
A brand new soda fountain currently under construction in the
Carousel will open in early summer of 2010. The PRC will provide.
assistance and oversight during construction and facilitate smooth
integration of the soda fountain into Pier and Carousel operations.
250 Santa Monica Pier
AI Mare, a family style Italian Restaurant, will commence
construction in 2010. The PRC will provide assistance and oversight
during construction and will also serve as an advocate during the
review of designs by the Landmarks Commission and other
entitlement and review processes.
330 Santa Monica Pier
The PRC. Leasing Committee and Board will participate in the review
of RFPs submitted for 330 Santa Monica Pier.
Trolley Kiosk and Central Plaza Retail Space
RFPs will be approved and issued for the Trolley Kiosk and the Small
Retail Space in front of the Central Plaza Restrooms.
370 Santa Monica Pier
This space has been designated for development at some point. /!t
present it continues to be actively used with a unique interim license
with the Trapeze School New York. The long-term use of 370 Santa
Monica Pier will be reviewed in the context of the renewed master
plan and revised leasing guidelines.
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Historic Preservation
Now in its 27~h 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
booklet was translated into Spanish and the physical "historic points of interest"
were identified on the Pier. The PRC has also acquired a number of unique
historic artifacts relating to Pier history. PRC staff continues to actively
share the history of the Pier through guided tours, talks and presentations.
Santa Monica Pier History Book
Published by Angel City Press in February 2009, "Santa Monica Pier - A
Century on the Last Great Pleasure Pier" was written by James Harris
with a foreword by Robert Redford. The PRC will continue to actively
promote the 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 the book for Pier lessee locations as well as online sales from the
Pier website.
Pier History Archives
The PRC has acquired an extensive archive of documents, photos
and memorabilia associated with the Pier. A database of photos
and documents has been created and is accessible to the public by
appointment for research and reference. The PRC Staff will continue
to pursue options for enhanced history presentation on the Pier and
locations for a dedicated Pier History Blluseum.
Historic Points of Interest Plaques
In 2009, plaques were made available for donors to sponsor the 14
"historic points of interest". The plaques have been spohsored by
local organizations, individuals and companies and are in the
process of being installed. There are four historic plaques that are
still available for sponsorship.
8/30/10 16
®ay-to-®ay 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 for positive 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. The PRC staff works
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.
8/30/10 I ~
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 the 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 Operations Committee charged with addressing
issues related to public safety, project coordination, parking and traffic.
The PRC will advocate for visitor-friendly public safety and accessibility
improvements, including the Pier bridge, 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 RFPs and the development of new leasing opportunities,
and the PRC Board will advocate for improvedlenhanced property management
in accordance with the Pier Leasing Guidelines and the PRC Services
Agreement.
Projects
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.
sr~oao i s
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 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.
1550/9440 PCH 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.
Administration
PRC staff is responsible for performing a wide range of functions which include
but are not limited to the following:
® Production of all in-house events including the Twilight Dance Series, Drive-
In Movies, Youth Concerts, Holiday Open House.
® 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
8r~oizo tv
® 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 2010-2011, 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 PRC 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.
® 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.
8/30/70 20
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.
Additional Programs
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 Sweaffree Policy for all licensing activity involving Pier-logo
merchandise. A comprehensive review and update of licensing
policies and fees will be conducted in 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. In June 2010, the PRC will transfer the
8/30/10 21
website to a new content management platform that will allow for
dynamic updates directly from-any computer including page and
layout reformatting, photo and video uploads, document and text
editing, automatic update links to related pages within the site and
direct article and info links for end users to email, facebook,
myspace, and twitter.
8/30/IO 22
Long Range Planning
Renewed Master Plan
The PRC Board will continue the process of developing and
approving a renewed master plan for the Pier. The renewed plan will
include recommendations for parking, leasing, development, preservation,
operational logistics and long-range goals related to promotion and
enhancement of the Pier. In May 2010, the PRC Board approved the
following short, mid and long terrvo goals related to the renewed master
plan for the Pier.
• Short Term - 1-2 years
- Commence Phase 4 construction
- Build Stairway on South Side
- Bike parking and valet -review possible weekend use
- Pacific Park -evaluate long-term needs
- Improve recycling and trash disposal
- Leasing Committee to address pending RFPs and phasing
- Review Police Substation operation
- Formalize Pier Bridge and Ramp plans
- Identify parking replacement (before removing parking from
the deck)
- Conduct current Pier visitor study
- Review Future plans for SMURRF
- Implement Taxi Franchise
• Mid Term - 2-5 Years
- Aquarium (expansion, enhancement)
- Lighting (improve Pier-wide per Infrastructure Plan)
- Implement Pier Bridge and Ramp
- Implement replacement parking
- Complete review of PRC Stewardship, Pier management role,
and business model ->1550 PCH lot as event space
- Complete Renewed Master Plan
- Support Heal the Bay
- Integrate educational programs
- Create Boat access
- Support Carousel return to glory (all aspects of operation)
- Foster exploration of beach ecology
8/30/10 23
® Long Term
- Maintenance Area - indentify alternate locations
- Extend visitor experience
- Enhance the connection of film, television and history
- Ruild our own (PRC) exhibit space
- Improve/Enhance economic viability of the Pier
- Increase Pier visitorship
- Improve Ocean Front Walk/Grand Entrance
- Create a better connection with the Ocean
- Dramatically improve entrance experience (1550 Lot)
8/30/10 24
Pier Restoration Corporation
Board of Directors
Kent Smith, Chair
Joel Brand, Vice-Chair
Anne Beige-Pearson, Secretary
Eric Faber, Treasurer
Allan Lipsky, At Large
Cindy Bendat
Ellen Brennan
Michael Dubin
Lori Nafshun
David Newberg
Staff
Executive Director
Operations Manager
Community Venue Liaison and Pier Historian
Marketing Manager
Administrative Assistant
Ben Franz-Knight
Aurora Astorga
Jim Harris
Anne Railsback
Rosa Flores
8/30/10 25
ATTACHMENT B
Variance FYE 2010 vs
PRC AppPOVOCI 7/7/1® - FYE 6/2010 Mid Year FYE 6/2010 Proposed FYE 6/2011 FYE 2011 Percent Difference
INCOME
City Funding $
Twilight Dance Series ~ $
Paddle Race
Promotions $
Filming $
Special Events $
Carousel Booking $
Licensing $
Total Ongoing Income $
Centeniallncome $
Grand Total Income $
EXPENSES
ADMINISTRATION
Salaries $
Benefits $
Total Administration $
OPERATIONS
Accounting Services $
Business Development $
Contingency $
Corporate Insurance $
Equipment Rental and Purchase $
Meeting Expenses $
Memberships and Dues $
Office Expenses $
Periodicals $
Postage $.
Carousel Events (City Rental Share) $
Bank Fees (Merchant Credit Card Fees)
Telephone $
Travel $
Total Operations $
PROFESSIONAL SERVICES
Legal Services $
Certified Audit $
Total Professional Services $
494,900 .00 $ 494,900. 00
65,000 .00 $ 50,000. 00
44,000 .00 $ 44,000. 00
96,000 .00 $ 96,000. 00
95,000 .00 $ 95,000. 00
70,000, 00 $ 70,000. 00
s,ooo. oo $ 8,000. 00
892,900. 00 $ 857,900. 00
255,000. 00 $ 255,000. 00
1,147,900. 00 $ 1,112,900. 00
321,400.00 $
98,250.00 $
419,650.00 $
2,100.00 $
1,450.00 $
2,500.00 $
9,OOO.Ob $
10,500.00 $
3,350.00 $
800.00 $
7,500.00 $
200.00 $
2,500.00 $
36,000.00 $
3,000.00 $
950.00 $
79,850.00 $
9,000.00 $
7,900.00 $
16,900.00 $
$
306,400.00 $
95,250.00 $
401,650.00 $
2,100.00
9,000 00
10,500.00
3,350.00
800.00
7,500.00
200.00
2,500.00
20,000.00
3,000.00
950.00
59,900.00
3,000.00 $
.7,900.00 $
10,900.00 $
494,900.00
150,000.00
35,000.00
64,000.00
96,000.00
95,000.00
101,000.00
6,000.00
1,043,900.00
1,043,900.00
348,400.00
111,870.00
460,270.00
3,100.00
1,450.00
2, 500.00
14,000.00
12,100.00
4,350.00
980.00
7,500.00
zoo.oo
2,500.00
45,000.00
3,200.00
3,000.00
950.00
100,830.00
$ - 0%
$ 65,000.00 76%
$ 20,000.00 45%
$ - 0%
$ - 0%
$ 31,000.00 44%
$ - 0%
$ 151,000.00 17%
$ (255,000.00) -100%
$ (104,000.00) -9%
$ 27,000.00 8%
$ 13,620.00 14%
$ 40,620.00 10%
$
1,000.00
5,000.00
1,600.00
1,000.00
180.00
9,000.00
48%
0%
0%
56%
15%
3D%
23%
0%
o°i°
0%
25%
5,000.00 $
9,900.00 $
14,900.00 $
20,980.00
(4,000.00)
z,ooo.oo
(2,000.00)
~~.
0%
0%
26%
-44%
25%
-12%
PRC Approved 7/7/10
INCOME
MARKETING
Advertising $
Collateral Materials $
PR
Printing/Fabrication $
Mailing andDistribution $
Website Maintenance and Hosting $
Total Marketing $
EVENTS
FYE 6/2010
13,000.00 $
4,000.00 $
3,000.00 $
1,000.00 $
2,500.00 $
23,500.00 $
Mid Year FYE 6/2010
6,000.00
1,000.00
2,500.00
9,500.00
Proposed FYE 6/2011
$ 10,000.00
$ 4,000. 00
$ 12,500. D0
$ 3,000. 00
$ 1,000. 00
$ 2,400. 00
$ 32,900. 00
Twilight Dance Series 2010 $ 215,OD0.00 $ 255,000.00 $ 250,000.00
Twilight Dance Series 2011 $ 130,000.00 $ 35,950.00 $ 130,000.00
Paddle Race $ 35,000.00
Other Events $ 8,000.00 $ 20,D00.00 $ 20,000.00
Total Events $ 353,000.00 $ 31 D,950.00 $ 435,000.00
Total Ongoing Expenses $ 892,900.00 $ 792,900.00 $ 1,043,900.00
Total Centenial Expenses $ 255,000.00 $ 320,000.00
Grand Total Expense $ 1,147,900.00 $ 1,112,900.00 $ 1,043,900.00
Surplus (Deficit) $ - $ _ $ -
Variance FYE 2010 vs
FYE 2011 Percent Difference
(3,000.00) -23%
- 0%
- 0%
- 0%
(100.00) -4%
9,400.00 40%
35,000.00 16%
- 0%
- 0%
82,000.00 23%
151,000.00 17%
(255,000.00) -100%
(104,000.00) -9%