SR-08-25-2015-3E 308-003/308-005
City Council
Report
City Council Regular Meeting: August 25, 2015
Agenda Item: 3.E
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To: Mayor and City Council
From: Karen Ginsberg, Director, Community & Cultural Services
Subject: License Agreement with Film Independent for use of a portion of the 1550
Beach Parking Lot for the Independent Spirit Awards
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a license agreement with Film Independent to use a portion of the 1550 Beach
Parking Lot for the Independent Spirit Awards from February 18 to March 2, 2016.
Executive Summary
In accordance with the 1550 PCH Parking Lot Cultural/Entertainment Event Policy, staff
recommends holding the Independent Spirit Awards (ISA) in the 1550 lot on February
27, 2016. Recent changes to the Community Events Site Guidelines prohibiting large
events in the south beach lots require the ISA to relocate after twenty years in the 2030
Ocean Avenue beach lot. ISA would occupy the 1550 lot for two weeks, from February
18 to March 2, 2016 The proposed rental fee to the Beach Fund for the portion of the
1550 lot for this period is $84,194, which is similar to the rent paid in the 2030 lot and is
included in the FY 2015-16 revenue projections for the Beach Fund.
Background
Council first approved a policy to allow commercial events in the 1550 PCH parking lot
(1550 lot) on September 14, 2004 (see attachment A). The purpose of allowing
commercial events is threefold: (1) to provide revenue to the Beach Fund to support
ongoing operations and capital improvements, (2) to meet the community’s demand for
increased cultural offerings, and (3) to provide economic benefits to the cultural tourism
sectors of the community. The policy has been modified over time to provide greater
flexibility in the review process and evaluation criteria, and to incorporate concer ns of
the Santa Monica Pier Corporation (SMPC). The policy has been used primarily to
bring performances and exhibitions, such as Cirque du Soleil and Ashes and Snow,
which take up a larger footprint or occupy the lot for a longer time than is allowed und er
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the Community Event Ordinance.
The Independent Spirit Awards (ISA) has been held in the 2030 Ocean Avenue beach
parking lot for the past twenty years. This is a one day awards show that is held in a
large tent and requires about two weeks to set up and strike. ISA has been a good
neighbor with few complaints and generally high praise from nearby residents. Other
recent events in the south beach lots have been more disruptive to neighbors; as a
result , changes were made to the Community Events Site Guidelines first in April 2014
to reduce frequencies of large events in the south beach lots, and then in October 2014
(see attachment B) to eliminate them. The only beach venue able to accommodate the
Independent Spirit Awards is the 1550 lot.
Discussion
Vendor Selection
In September 2014, staff issued a Request for Proposals (RFP) for the 2015 -2016
Event Season. The RFP was for entertainment or cultural events that extend beyond
the three day maximum permitted under the City’s Community Event Ordinance or
large-scale single day events that exceed the allowable space in the beach lot. The
RFP was posted on the City’s online bidding website in accordance with City Charter
and Municipal Code provisions and was sent to the list of event producers who had
expressed an interest in staging an event in the 1550 lot over the past several years. A
total of 393 vendors were notified and 48 vendors downloaded the RFP. No proposals
were received. Under the 1550 PCH Parking Lot Cultural/Entertainment Event Policy, if
no proposals are submitted during the RFP process, rolling proposal submissions may
be accepted up to a year prior to the proposed event.
Film Independent submitted a proposal to stage the Independent Spirit Awards in the
1550 lot after learning that the 2030 lot would no longer be available. The Extended
Events Selection Committee, which includes representatives from the Santa Monica
Pier Corporation, Santa Monica Tourism and Travel, and City staff evaluated the
proposal using the criteria established in the 1550 PCH Parking Lot
Cultural/Entertainment Event Policy. Based upon these criteria, which consider the
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unique cultural or entertainment experience, the demonstrated economic benefit to the
City and local businesses, including Pier lessees, the contribution to the Beach Fund,
and management of traffic and parking impacts, the committee recommends approval of
the proposal. The committee also cited the event's long history in Santa Monica, its
large international audience, the prominence of the ISA in the film industry, as well as
the timing and short duration of the event for two weeks in February.
Film Independent Proposal
Highlights of the Film Independent proposal are as follows:
Independent Spirit Awards would take place on Saturday, February 27, 20 16
The Occupation Period would run from February 18 to March 2, 2016.
ISA would occupy approximately 143,000 square feet of the lot, using 539 of
the 1,173 spaces in the 1550, as shown in Attachment C. The rental for the
site is $84,194 for the two-week period.
ISA has proposed staging the set up to allow 64 of the 539 parking spaces to
be open to the public during the first week of set up as well as during the final
two days of tear down.
ISA would work with Pier restaurants to provide meals to the ISA staff during
the two week period as well as coordinate with the SMPC and the Pier
tenants on cooperative marketing efforts.
ISA would continue to work with local hotels to host sponsors, nominees, and
talent; ISA booked 350 rooms in 2015.
Public Outreach
Film Independent presented the proposal to the SMPC at its July 21, 2015 meeting.
The Board voted unanimously to support the ISA coming to the 1550 lot with the caveat
that Film Independent look at the possibility of delaying the move in date until Monday,
February 22, continue discussions with the Pier Corporation and Pier lessees on joint
marketing efforts, and maximize publicity for the Pier.
Film Independent attended the Santa Monica Pier Lessees Association (SMPLA)
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meeting on August 12 and presented the site plan and timeline for the event. Film
Independent offered to work with SMPLA on joint marketing efforts and to continue to
evaluate ways to reduce the set up time, although they indicated that at this time, it
does not appear feasible.
Environmental Analysis
The License Agreement with Film Independent for use of a portion of the 1550 Lot is
categorically exempt from environmental review pursuant to the California
Environmental Quality Act (CEQA) Guidelines, Section 15304(e), as these actions
constitute minor temporary use of land having negligible effects on the environment.
Financial Impacts and Budget Actions
There is no immediate financial impact or budget action necessary as a result of the
recommended action.
Prepared By: Judith Meister, Beach Administrator
Approved
Forwarded to Council
Attachments:
A. September 14, 2004 Staff Report (web link)
B. Independent Spirit Awards Site Plan (web link)
C. Information Item Event Guidelines October 2014
Yellow Area - 125,430sqft
Blue Area - 17,970sqft
Total - 143,400sqft
25' FIRE LANE - KEEP CLEAR20' FIRE LANE - KEEP CLEAR20' FIRE LANE - KEEP CLEARPATIORESTAURANTBubba GumpPATIORESTROOMS
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