SR-12-15-2015-8B
City Council
Report
City Council Special Meeting: December 15, 2015
Agenda Item: 8.B
To: Mayor and City Council
From: Rod Merl, Pier Manager, Office of Pier Management
Subject: Appointment of Seven Members to the Santa Monica Pier Corporation Board
for Terms Commencing on January 1, 2016.
Recommended Action
Staff recommends that the City Council appoint seven members to the Pier Corporation
Board, three appointments for four year terms and four appointments for two year
terms. The terms of these appointments would commence January 1, 2016. Please see
attached report from the November 10, 2015 City Council meeting.
Prepared By:
Rod Merl, Pier Manager
Approved Forwarded to Council
Attachments:
A. November 10, 2015, Item 8-B
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City Council
Report
City Council Regular Meeting: November 10, 2015
Agenda Item: 8.B
To: Mayor and City Council
From: Rod Merl, Pier Manager, Office of Pier Management
Subject: Appointment of Seven Members to the Santa Monica Pier Corporation Board
for Terms Commencing on January 1, 2016.
Recommended Action
Staff recommends that the City Council appoint seven members to the Pier Corporation
Board, three appointments for four year terms and four appointments for two year
terms. The terms of these appointments would commence January 1, 2016.
Executive Summary
At its November 22, 2011, December 6, 2011 and February 28, 2012 meetings, the
Council approved a series of changes to the governance and management of the Santa
Monica Pier. The Santa Monica Pier Restoration Corporation (PRC) board was
dissolved in favor of an interim board renamed the Santa Monica Pier Corporation
(SMPC) which was refocused to a core mission of Pier events, marketing, and
fundraising and provided the new Board a two-year term.
The Council at its July 14, 2015 meeting received and filed the recommendations to
continue the current framework for Pier Governance, authorized the City Manager to
negotiate a new Service Agreement with the Pier Corporation, extended the current
terms of the Interim Pier Board until December 31, 2015 and set November for the
appointment of a new seven member Pier Board to replace the interim Board effective
January 1, 2016. The appointments would be for three four year terms and four two
year terms to allow for the future staggering of appointment cycles. Subsequent
appointments would all be for four year terms.
Background
In 2011 the City of Santa Monica, with the cooperation of the Santa Monica Pier
Restoration Corporation (PRC), initiated a study to evaluate the governance and
management of the Santa Monica Pier in order to maximize organizational and
budgetary effectiveness. Recommendations outlined in the Study called for changes to
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The study identified the need for the City to take a stronger role in the management of
this major public resource, and recommended the establishment of an on-site Office of
-related
functions. Recommended changes included modifying the PRC Boards size (from 11
members to 7) and composition to enhance decision-making while broadening
representation, as well as renaming and refocusing the PRC from an organization
whose original mission was to restore the Pier to an organization with a renewed focus
on marketing, promotions, the production of community events and as a forum for public
outreach on Pier related projects. Leasing was transferred to the Office of Pier
Management.
The Office of Pier Management began operation on January 2, 2012. On February 28,
2012 Council approved a Service Agreement with the newly reconstituted Santa Monica
Pier Corporation and appointed the current SMPC interim Board (attachment C).
The division of responsibilities recognizes the inherent City legal and fiscal responsibility
for the management, maintenance and uses of public property. The non-profit Pier
Corporation provides a complementary entity to oversee event production and
management, marketing, sponsorships and to assist the City with community outreach
for matters involving the Pier.
Discussion
Office of Pier Management
-site coordinator of Pier
services and programs as well as being responsible for community, tenant, and visitor
relations. Primary focus areas for OPM coordination and support are Pier maintenance,
facilities, capital improvements, policing and safety, planning, and outreach. OPM, in
cooperation with the Housing and Economic Development Department (HED), has
responsibility for leasing and licenses on the Pier and oversight of the Pier Fund. OPM
also oversees contract services at the Pier, such as the Carousel and administration of
the Service Agreement with the SMPC. The Pier Manager, in partnership with the
SMPC Pier Administrator, is staff to the SMPC Board.
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The presence of OPM on the Pier allows for frequent interaction with the public and
tenants, regular inspections, and consistent monitoring of operations and activities on
the Pier.
Santa Monica Pier Corporation
The current Interim Pier Corporation Board took office in March 2012, comprised of
seven individuals who together have demonstrated expertise in the following areas:
operational finance; commercial leasing and/or development; coastal issues;
recreational facility management; architecture/urban design; landmarks; and
demonstrated commitment to the preservation and maintenance of the historic
character of the Santa Monica Pier. Directors are required to be residents of Santa
Monica or persons who do business or are employed in the City of Santa Monica.
The Corporation renamed itself, hired an administrator who is an expert in marketing,
and has established a strong program of community outreach. The outreach program
works to advise the community of projects and events on the Pier; gets input on what
works and what needs improvement at the Pier; and defines the unique character and
role of the Pier. The outreach and community forum function was very important to the
Phase IV Pier Reconstruction Project and to the development of the Pier Vision
Statement and Guiding Principles. Board outreach continues to be very important to the
Pier Bridge Replacement project and ongoing capital improvement discussions.
The Board has established a number of study groups within its membership to work with
OPM and Pier Corporation staff on the development of the specified deliverables for
City Council including the Vision Statement and Guiding Principles; Leasing Guidelines;
Governance Recommendations; Event, Sponsorship and Marketing Guidelines and an
Economic and Uses Study.
The Board and its staff have increased both the number and range of events and
activities and have sought to ensure the long term provision of diverse year round
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programing for the Pier. The Pier Corporation has defined five strategic categories for
its events and activities programing and has established curators for each. They are
music, film, arts, education, and active lifestyle. Additionally, the Pier Corporation has
opened its visitor center and store in the Carousel building, providing visitor information,
historical presentations, a gift shop and a place to book Carousel parties. Allied with
these efforts have been substantial efforts in marketing and fundraising.
economic
of the opportunities and challenges associated with the construction and completion of
the Expo line, the Colorado Esplanade, and the Pier Bridge reconstruction. The Board
intends to revise the draft Events, Marketing, and Sponsorship Guidelines it had earlier
prepared to incorporate recommendations from the study. Results of the study and the
revised guidelines are anticipated to be presented to Council early next year.
New Board Appointments
The Pier Board recommended staying with seven members as it has been an effective
size. It is also consistent with the size of many other City Boards and Commissions.
They also recommend that terms be for staggered four years, again as is the case with
other Boards and Commission. They suggest however that in this one instance some
terms would come up at the same time. The Board asks that Council consider
reappointing at least five of the current members to provide for continuity associated
with Pier Corporation operations, and the public process currently underway for Expo
planning and the Pier Bridge replacement project.
The Santa Monica Pier Lessees Association had requested the inclusion of a Pier
tenant to sit with and participate in discussions with the Pier Board. The Pier Board has
subsequently provided for an SMPLA delegate to sit with the Board and participate in
discussions.
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The City Clerk has publicly noticed the available Board positions and has also asked
current Board members if they would like to be considered for the new appointments.
Staff Recommendation
Staff recommends that Council appoint seven Santa Monica Pier Corporation Board
members for the new terms that will commence January 1, 2016 (four of two years and
three of four years)
Financial Impacts & Budget Actions
Funds in the amount of $503,154 for the Santa Monica Pier Corporation Service
Agreement are included in the FY 2015-16 Budget in the City Manager's Department.
The agreement will be charged to account 30209.577300. Future year funding is
contingent on Council budget approval.
Prepared by:
Rod Merl, Pier Manager
Prepared By:
Michael Barboza, Staff Assistant III
Approved Forwarded to Council
Attachments:
A. Pier Corporation Board Letter to Council on Governance (attachment A)
B. Pier Board Letter Requesting Extension of Terms (attachment B)
C. SMPC Board List (attachment C)
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D. November 22, 2011 Council Meeting Minutes (Web link)
E. December 6, 2011 Council Meeting Minutes (Web link)
F. February 28, 2012 Council Meeting Minutes (Web link)
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Attachment C
Santa Monica Pier Corporation Current Interim Board of Directors
Board Members:
Judy Abdo (Chair)
John Catoe (Vice Chair)
Barbara Stinchfield
Susan McCarthy
Ray Braun
Rae Archibald
Misti Kerns