SR 09-12-2017 3I
City Council Report
City Council Meeting: September 12, 2017
Agenda Item: 3.I
1 of 6
To: Mayor and City Council
From: Karen Ginsberg, Director, Community & Cultural Services
Subject: License Agreements with Doctors Without Borders for use of a portion of the
1550 Beach Lot and with Film Independent for the 2018, 2019 and 2020
Independent Spirit Awards
Recommended Action
Staff recommends that the City Council:
1. Authorize the City Manager to negotiate and execute a license agreement with
Doctors Without Borders/Médecins sans Frontières to use a portion of the 1550
Beach Parking Lot for an exhibition, Forced from Home, from November 11 to
November 20, 2017.
2. 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 21 to March 7, 2018, and to return on
tentative dates of February 12 to February 27, 2019 and February 12 to February
27, 2020.
Executive Summary
In accordance with the 1550 PCH Parking Lot Cultural/Entertainment Event Policy
(1550 Lot Event Policy), staff recommends two events for the 2017-18 event season.
The first is an interactive exhibition, Forced from Home, about displaced people and
refugees around the world. The exhibit, sponsored by Doctors Without
Borders/Médecins sans Frontières (MSF), will be open to the public from November 13
to 19, 2017; set up will begin on November 11 and move out will be completed by
November 20. The other event is the return of the Independent Spirit Awards (ISA) on
March 3, 2018. ISA will occupy the 1550 lot for two weeks, from February 21 to March
7, 2018. Staff also recommends the approval of the tentative dates for the ISA in 2019
and 2020, as provided by the revision to the 1550 Lot Event Policy to allow for multi-
year event proposals. The proposed rental fee to the Beach Fund for Forced from Home
is $11,538 and the proposed rental fee for ISA is $104,580.
2 of 6
Background
Council first approved a policy to allow commercial events in the 1550 PCH parking lot
(1550 lot) on September 14, 2004 (Attachment A). The policy has been modified over
time to provide greater flexibility in the review process and evaluation criteria, and to
incorporate concerns of the Santa Monica Pier Corporation (SMPC). This policy has
been used primarily to bring performances and exhibitions, such as Cirque du Soleil and
Ashes and Snow, which take up a large footprint or occupy the lot for a longer time than
is allowed under the Community Events Ordinance.
The Independent Spirit Awards moved from the 2030 Ocean Avenue beach lot, after 20
years in that location, to the 1550 lot for the 2016 award show. The move to the 1550 lot
was necessary when changes were made to the Community Events Site Guidelines to
close the south beach lots as event venues. Council approved a license agreement with
Film Independent to stage the 2017 ISA on a portion of the 1550 lot on July 26, 2016
(Attachment B). At the same meeting, Council approved a revision to the 1550 Lot
Event Policy to allow for the solicitation of multi-year event proposals for up to a period
of three years.
Doctors Without Borders/Médecins sans Frontières (MSF) staged an exhibit, “Refugee
Camp in The Heart of the City” in the 1550 lot in 2008, that was well received by the
community. Forced from Home, an interactive educational exhibition about the global
refugee crisis is in the second year of a three-year tour. Although the footprint is small
enough to fit within the Community Events Site Guidelines, the proposed weeklong
duration of the exhibition exceeds the three-day limit, and triggers the license
agreement requirement of the 1550 Lot Event Policy.
Discussion
The 1550 Lot Event Policy was initiated as a means to enliven the beachfront and
attract visitors during the slower times of the year. It was also intended to offer unique
cultural and entertainment opportunities to the community. While this objective is still
important, the conditions at the Pier and beach have changed and there is no longer an
“off season.” The demand for parking for Pier and beach visitors is strong year-round,
3 of 6
and the preferred time period for larger events is January through March. Pier tenants
have long advocated for untimed exhibitions, rather than timed performances, since
there is more chance that patrons coming to an exhibition for an hour may also visit the
Pier than those who attend a three-hour performance. Recovery of lost parking revenue
is built into the rental formula for events and helps offset the parking revenue decrease
that occurs during months that have large events. Beach management staff devotes
considerable time to planning and monitoring these events.
Vendor/ Selection
On September 12, 2016, staff issued a Request for Proposals (RFP) for the FY 2017-18
Event Season 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 on-line bidding website. Five hundred eighty-five vendors were notified; thirty-
three vendors downloaded the RFP. Film Independent was the only firm to submit a
proposal. Staff subsequently determined that the RFP had not been advertised in the
local press, as required by the Municipal Code, and re-issued the RFP on January 30,
2017, posted it on the City’s online bidding website, and a notice was advertised in the
Santa Monica Daily Press. Eight hundred sixty-one vendors were notified; fifty-four
downloaded the RFP. Film Independent was again the only firm to submit a proposal.
The RFP included the provision to submit a proposal for an event that occurs at the
same time each year for up to three years. Film Independent ‘s proposal covers the ISA
in 2018, 2019, and 2020. The RFP was reviewed by a selection committee of staff from
Community and Cultural Services, Office of Pier Management, Santa Monica Pier
Corporation and Santa Monica Travel and Tourism. After two successful years in the
1550 lot, and consultation with both the SMPC and the Pier lessees, staff is
recommending that ISA return for the next three years. Many of the suggestions made
by staff and Pier representatives following the 2016 ISA were incorporated in the 2017
event. These included shifting the placement of the tent to preserve parking along the
north edge of the lot, creating a buffer to keep pedestrians away from the bike path
during red carpet viewing, adding a viewing party on the Pier, and adding a bike valet.
4 of 6
Film Independent Proposal for 2018-2020
Highlights of the Film Independent proposal are as follows:
Independent Spirit Awards would take place on Saturday, March 3, 2018;
tentative dates for subsequent years are Saturday, February 23, 2019 and either
February 22 or 29, 2020
The Occupation Period would run from February 21 to March 7, 2018, and a
similar two-week period for 2019 and 2020
ISA would occupy approximately 142,000 square feet of the lot, using 526 of the
1,173 spaces in the 1550 lot. The rental for the site is $104,580 for the two-week
period.
ISA would continue to work with the SMPC and Pier tenants to build on
marketing efforts and to provide meals to ISA staff during the two-week period
ISA would continue to work with local hotels to host sponsors, nominees, and
talent; ISA booked 406 rooms in 2017.
ISA contributed over $28,000 in direct revenue from room fees, purchased meals
on the Pier, and the after party at the Carousel.
The 1550 Lot Event Policy provides for consideration of events that do not come
through the RFP process if there are no conflicts with other approved events and there
is sufficient time for planning. MSF submitted the proposal for Forced from Home in
June 2017. A selection committee, including representatives from the SMPC and Santa
Monica Travel and Tourism, reviewed the proposal and agreed that this is a unique
cultural and educational opportunity for the community. Given the committee’s positive
review, the stated preference for untimed events by the SMPC and Pier lessees, the
small footprint (15,000 square feet), and ten-day duration, staff is recommending
approval of Forced from Home in November 2017.
Doctors Without Borders/Médecins sans Frontières Proposal
5 of 6
Highlights of the Doctors without Borders/Médecins sans Frontières proposal are as
follows:
Forced from Home (FFH) would be open to the public from November 13 to 19,
2017.
The Occupation Period would run from November 11 to November 20, 2017.
Forced from Home would occupy approximately 15,000 square feet of the lot,
using 78 of the 1,173 spaces in the 1550 lot. The rental for the site is $11.538 for
the ten-day period.
The exhibit consists of five tents and a video dome; at the end of the tour there
would be Q&A area, Virtual Reality tent, and a Take Action/Exit tent.
Tours of the exhibit would be free and open to the public and would run every
eight minutes from 9 am to 5 pm.
Tours would be limited to 20 people, would be led by an experienced Aid worker
and would last about an hour; maximum number of people on site at any one
time would be 350.
School groups (ages 12-18) would be invited to attend morning tours during
weekday hours.
The only merchandise that would be sold is at cost and includes FFH t-shirts,
tote bags, and Google cardboard VR viewers; no food would be sold on site.
Additional revenue would be generated by meals and related expenses in
connection with visits to the exhibition.
Public Outreach
Staff attended the August 9, 2017 Santa Monica Pier Lessees Meeting (SMPLA) and
the August 21, 2017 SMPC meeting to present the MSF proposal and review the ISA
event plan for 2018. The SMPLA had no concerns about either event and expressed
interest in working with MSF to coordinate visits to the Pier with school tours to the
exhibition. The SMPC voted unanimously to support both events.
Environmental Analysis
6 of 6
The license agreements with Film Independent and Doctors without Borders/Médecins
san Frontières are 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 Manager
Approved
Forwarded to Council
Attachments:
A. September 14, 2004 Staff Report
B. July 26, 2016 Staff Report
C. Oaks Initiative Film Independent
D. Oaks Initiative Forced From Home
o-
}
\:6r. ll.'!i. I CITY OF SANTA MONICA
OAKS INITIATIVE DISCLOSURE FORM
ln order to facilitate compliance with the requirements of the Oaks lnitiative, the City
compiles and maintains certain information. That information includes the name of any
person or persons who is seeking a "public benefit." lf the "public benefit" is sought by
an entity, rather than an individual person, the information includes the name of every
person who is: (a) trustee, (b) director, (c) partner, (d) officer, or has (e) more than a ten
percent interest in the entity.
Public benefits include
1. Personal services contracts in excess of $25,000 over any 12-month period;2. Sale of material, equipment or supplies to the City in excess of $25,000 over a 12-
month period;3. Purchase, sale or lease of real property to or from the City in excess of $25,000
over a 12- month period;4. Non-competitive franchise awards with gross revenue of $50,000 or more in any
12-month period;5. Land use variance, special use permit, or other exception to an established land
use plan, where the decision has a value in excess of $25,000;6. Tax "abatement, exception, or benefit" of a value in excess of $5,000 in any 12-
month period; or
7 . Payment of "cash or specie" of a net value to the recipient of $10,000 in any 12-
month period.
Prepared by 4 Title
Signature:Date: Slsdlzc r1-
FOR CITY USE ONLY:
Bid/PO/Contract # _Permit#
Name(s) of persons or entities receiving public benefit:
Doctors g.J.{hovf Bordrrs/ Ua.l"an, 9rts Fronhdres aMsY)
Name(s) of trustees, directors, partners, and officers:
r,v,n La.w,e*ct MD^ ?nnean -'[*Jn*,,tf fiif k|,rT* S,ntrtireebr?"t Ee-tqa,n*,,i- e..,,,r- Vw ?,,ril,nt il*u'^'iliili'** Ttulii, S;j;pdt* ?-,n*" - Sett. .t*,t 4tii.^"iJ)h, &d A$"Liiri,n*,rn>Qe'tcWot{5&--rr-tosr*, J Ali tr.Srr"b",di
Name(s) of persons with more than a 10% equity, pdrticipation, or revenue interest:
Email briel 4t Phone: (o4t"-S3i:llo*
\Pr hibih o" tto.n, r-1r.*-
REFERENCE:
LICENSE AGREEMENT NOS.
10536 & 10537
(CCS)