SR 02-13-2018 8C
City Council
Report
City Council Meeting: February 13, 2018
Agenda Item: 8.C
1 of 14
To: Mayor and City Council
From: Karen Ginsberg, Director, Community & Cultural Services
Subject: Future of COAST Open Streets Festival
Recommended Action
Staff recommends that the City Council review and comment on the future of COAST
and direct staff to proceed with the following proposal to:
1. Present the COAST Open Streets event annually through 2020, as an evolution
of the Santa Monica Festival and the City’s signature event
2. Hold future COAST open streets events in the same location and 2-mile route
as the 2016 and 2017 events (i.e., Ocean Ave. from Wilshire Blvd. to
Colorado Ave., Colorado Ave. between Ocean Ave. and 5th St., Main
St. from Colorado Ave. to Marine St.).
3. Evaluate the event at the five-year mark (2020) for continuance and location.
This evaluation will be informed by the updated Cultural Plan for the City, which
will assess strategies for citywide events.
Executive Summary
COAST is a distinctly Santa Monica community celebration that uses art to
transform two miles of city streets into a fun, car-free experience that empowers people
to take action against climate change, embrace a pro-planet lifestyle and experience
the city on foot and bicycle. The event reinforces the City's commitment to sustainability,
the arts, and mobility.
COAST began in June 2016, when the City initiated a new open streets event to
celebrate the opening of the Expo Line and Colorado Esplanade and give the
community new ways to experience the city and its streets. Over 50,000 attendees
participated in the event’s first year.
In 2016 COAST took the place of the Santa Monica Festival (SMF) which is usually held
in early May. Instead, an Expo opening ceremony and station celebrations were held in
late May 2016. The open streets event followed a few weeks later in early June 2016.
2 of 14
Many elements of the SMF were integrated into the first COAST, such as educational
elements, experiences and hands-on activities that reinforced the City's commitment to
sustainability, the arts and mobility.
The similar and overlapping event goals, components, partnering departments and staff
for the SMF and COAST would have made production of both events in 2017
duplicative. Due to its success, popularity, and alignment with the City’s Strategic
Goals, COAST was repeated in 2017 and the SMF was not held. Additional SMF
components were included in COAST in 2017, including a performance stage and
community resource booths.
After two years of presenting COAST, staff evaluated both the SMF and COAST
through the lens of the City’s Budget Framework for a Sustainable City of Wellbeing; the
City’s Strategic Goals; the policies of the Bike and Pedestrian Action Plans and the
City’s Cultural Plan. Staff believes that COAST furthers the City’s desired outcomes,
goals, and policies beyond the SMF’s impact and is a new model of civic participation in
the arts, sustainability, and mobility. Therefore, staff recommends Council adopt
COAST as the City’s new signature event, with the same route through 2020, as an
evolution of the SMF. An evaluation of COAST at the five-year mark (2020) would look
at its future frequency and location. This evaluation would be informed by the vision for
citywide events and creative experiences that will be detailed in the next iteration of the
City’s Cultural Plan. Some funds have been secured for each year through 2020, but an
annual funding gap remains. Staff anticipates closing that gap by securing new ongoing
funding sources.
Background
The City presented the SMF annually for 24 years, from 1991 until 2015. The SMF
started on the Santa Monica Pier and moved to Clover Park in 1994. Over the years,
the SMF evolved into a celebration of the community’s commitment to the arts, culture
and the environment and became the City’s signature event. Through the performing
and visual arts, workshops, food and a range of family activities, the SMF honored the
cultural richness of Santa Monica as well as the environmental practices that sustain it.
3 of 14
The SMF was a partnership between the Cultural Affairs Division of the Community and
Cultural Services Department and the Office of Sustainability and the Environment and
was produced by Community Arts Resources (CARS), in collaboration with city staff.
On May 20, 2016, the second phase of the Expo Metro Line, which connected Santa
Monica with Downtown Los Angeles opened. Santa Monica’s first COAST open streets
event was held on Sunday, June 5, 2016 from 9 am – 3 pm, as the hallmark community
celebration of the opening of the Expo Light Rail and Colorado Esplanade. Given the
timing of the Metro opening ceremony and station celebrations in late May, COAST in
early June, and limited staff and financial resources, the SMF, which normally
took place in May or June, was cancelled that year (Attachment A).
COAST planning was led by an interdepartmental team consisting of staff from the
Cultural Affairs Division, Mobility Division, Office of Sustainability and the
Environment, and the Office of Communications. Through the bid process, staff
designated and hired the event production team Community Arts Resources (CARS) to
produce both 2016 and 2017 events. Staff from nearly all City departments contributed
to making the event happen, including 193 staff members who worked the day of the
event.
The event gave pedestrians and bicyclists access to two miles of car-free city streets,
running the length of Ocean Ave. and Main St. between Wilshire Blvd. and Marine St..
Artists and performers along the route created opportunities to enjoy music, dance and
visual art. COAST featured thematic hubs that engaged thousands of people in
activities and discussions around mobility, art, sustainability and current issues such as
the Downtown Community Plan.
An estimated 50,000 participants attended COAST 2016. The total cost of $354,000
was funded by multiple sources, including a grant from Metro, funds that had been
allocated to the SMF in prior years from the Cultural Affairs Division and Office of
Sustainability and the Environment, and funds from the Office of Communications.
4 of 14
Following COAST 2016, staff solicited feedback. Enthusiastic responses from people
who participated in the event were received, noting how satisfying it was to walk and
bike freely in the middle of Santa Monica streets. Because the overall response to the
event was so positive, and so many requests to repeat it were received, an
interdepartmental staff committee evaluated the feasibility of continuing COAST. Staff
reviewed the City’s existing calendar, community participant and stakeholder feedback,
available staff and financial resources, the overall impact of the event and the City’s
current goals, as well as the resources required to support other city-produced events.
As a result of the evaluation, as outlined in the Coast Open Streets Festival 2017
Information Item (Attachment B), staff concluded that combining the SMF and COAST
in 2016 created efficiencies for the staff, budget and community resources needed for
both events. In 2017 COAST was held a second time providing an opportunity to fine
tune the event by addressing some of the issues that were identified during the first
COAST.
While the first COAST was held in June to coincide with the arrival of the Expo Line, the
business community, particularly those along the COAST route, indicated a preference
for fall, since the summer is already a busy time. City staff adjusted accordingly. The
second open streets event was held on Sunday, October 1, 2017. The hours for the
2017 event were also adjusted to respond to the flow of attendees in 2016; there was
lighter attendance in the morning and higher attendance in the afternoon. The 2017
event was held from 10 am – 4 pm, instead of from 9 am – 3 pm.
COAST 2017 had an estimated 40,000 participants and cost $390,000. The $36,000
cost increase from 2016 was due to the addition of a stage and booths for community
organizations, as well as enhanced activities on the Ocean Avenue portion of the route.
The event was funded with $150,000 of Pedestrian Action Plan implementation
funds, grant funds from National Endowment for the Arts, support from partner
organizations focused on activating Ocean Avenue, and funds usually allocated for the
SMF.
5 of 14
The second iteration of COAST built on lessons learned from the first year including
making the Ocean Avenue leg, which had been lightly attended in 2016, more dynamic
and engaging with a stage, picnic tables and interactive art experiences outside of the
Camera Obscura Art Lab in Palisades Park. The stage and community and City
resource booths reflected elements of the SMF and were added in lieu of hosting both
events.
During Council’s March 28, 2017 consideration of a contractual services agreement with
Community Arts Resources (CARS) to produce COAST 2017, Council asked staff to
return for a discussion on the future of the SMF and COAST. The timing of this report
allows staff enough time to produce either event in 2018, based on Council direction.
Discussion
The purpose of COAST is to be a distinctly Santa Monica community celebration
that uses art to transform two miles of city streets into a fun, car-free experience that
empowers people to take action against climate change, embrace a pro-planet lifestyle
and experience the city on foot and bicycle.
Many of the City’s key priorities are in direct alignment with COAST, as articulated in the
City’s Budget Framework for A Sustainable City of Wellbeing, the City’s Strategic Goals,
the Bike Action Plan, the Pedestrian Action Plan, and the City’s Cultural Plan, Creative
Capital.
COAST intersects with all six of the outcome areas within the budget framework for A
Sustainable City of Wellbeing. The event:
Engages and connects the Community through free, interactive elements and
creates a safe space for everyone;
Encourages awareness and action through inspiring hands-on experiences
directly related to taking care of our Place and Planet;
Integrates Learning opportunities as a part of the COAST experience,
including tours and art and bike workshops;
6 of 14
Offers a safe and fun way for the community to experience biking and
walking, which improves Health;
Allows attendees to explore Downtown and Main Street stores and
restaurants, and encourages spending locally, supporting Economic
Opportunity; and
Allows attendees, whether residents or not, to experience the City and interact
with approximately 200 staff, City Council and Commissioners in a different way,
giving them firsthand experience of the City’s values and therefore its Governance.
COAST also meets three of the City’s Strategic Goals. Through its Mobility Strategic
Goal, Santa Monica is actively working to encourage mobility options in support of
walking and biking, enabling residents to get around comfortably without depending on
their cars. Inspiring people to enjoy and support Santa Monica’s uniquely walkable
and bikeable environment is a foundation of the target to increase active transportation,
transit and shared rides in the new model of mobility. This vision includes enjoyable
events where community members can gather and socialize in our shared streets like
they did during COAST.
Santa Monica’s Bike Action Plan and Pedestrian Action Plan discuss open streets
events as “signature encouragement” programs.
Encouragement programs complement education, enforcement and new
physical improvements like enhanced crosswalks, bikeways and protected
facilities to make getting around on foot and bicycle in Santa Monica comfortable,
convenient, safe and attractive. Open streets events draw participants into
experiences of walking and biking that help them gain confidence and comfort
using these modes. Research from across the US shows that open streets
events engage a more diverse population in active transportation than other
efforts.
In addition to advancing new models of mobility by recasting streets for walking and
biking, the event supports local businesses and offers hands-on educational and
cultural programming designed for people of all ages. These activities further the City’s
7 of 14
goals of creating an Inclusive and Diverse Community and one where people Learn and
Thrive.
COAST also meets a key goal of the City’s Cultural Plan, Creative Capital, to "develop
major new arts and cultural festivals, to celebrate and explore Santa Monica's
innovative cultural identity and address the community's desire for more festivals." The
event is a celebration unique to Santa Monica which demonstrates the City’s
commitment to art, mobility and preserving our planet.
Staff Recommendations
Presenting COAST as the City’s Signature Event
Staff recommends presenting COAST as the City’s signature annual event through
2020. City goals have evolved since the inception of the SMF. In addition, audience
participation trends show that, increasingly, people want to attend events that provide
unique experiences they cannot readily find elsewhere. Although both COAST and the
SMF are community focused and encourage people to participate locally in an active
environment that is both fun and educational, COAST is more in alignment with the
City’s current goals, while providing a unique way to experience Santa Monica. Open
streets events didn’t exist when the SMF started. These events are now a key and
recognized way to engage the community in trying new modes of mobility with success.
Of the 157 COAST 2017 attendee surveys, 54% said how they choose to get around
might change based on their participation in COAST, and 83% said they feel more
comfortable cycling, walking or using Metro, Expo or Big Blue Bus after attending an
event like COAST.
The City produces or co-produces over 30 events throughout the city annually.
Combining the SMF and COAST in 2016 and 2017 created efficiencies in the staff,
budget and community resources needed for both events. Staff believes that this single
event done exceptionally well provides broader community engagement and
community-building opportunities in a much more effective manner. COAST is an
8 of 14
evolution of the SMF that is reflective of the City’s current priorities and contributes to
achieving desired goals.
Participant reviews and utilization statistics reinforce that COAST had a greater benefit
and impact than the SMF. COAST offers a celebration that draws a broader audience
and a higher percentage of residents than the SMF. Attendance at COAST is roughly
four times that of the SMF with COAST estimates at 50,000 in 2016 and 40,000 in 2017.
Attendance at the SMF was estimated at 12,000 in 2014 and 13,500 in 2015. While
there is a perception that the SMF draws more Santa Monica residents than COAST,
event surveys show otherwise. Based on SMF attendee surveys from 2014 and 2015,
37% of attendees (5,002 people) were residents compared with 50% for COAST 2017
(20,000). Although the cost of COAST is greater than the cost of the SMF, it serves
more people, has a bigger footprint, offers expanded opportunities for civic
engagement, and promotes a range of cultural experiences, sustainability education,
and mobility options.
Responses from the COAST 2017 attendee survey also highlight the event’s success
in meeting its objectives, such as inspiring people to experience Santa Monica’s
uniquely walkable and bikeable environment, increasing active transportation, and
bringing the community together and creating more of a sense of
connection. Overwhelmingly (94%), survey respondents indicated that they “perceived
COAST as improving Santa Monica.”
Attendees elaborated further, writing that COAST improves Santa Monica by:
Building community, promoting sustainable transport
Feeling more connected to the city and my neighbors
Bringing the community together, great for families, promotes active living
Getting to meet potential new merchants & city personnel
Making biking and walking part of a lifestyle option possible
Engaging more directly with City of Santa Monica – awareness and experiences
Spreading awareness about different transportation methods,
environmental/sustainability concerns, resources for the community & energy
9 of 14
Encouraging people to spend quality time together while exercising
and decreasing their carbon footprint
Although the SMF had a unique sense of community and offered opportunities for
residents to connect with City staff and learn about City resources, these meaningful
and valuable experiences occur throughout the year, in multiple locations. Community
organizations and city services are well represented at various annual City produced
events, including: the Arts & Literacy Festival; the Climate Fest; National Night Out; the
Buy Local Health & Fitness Festival, and the Fall Festival. Community-building also
happens at the new Meet Me at Reed cultural programs, Jazz on the Lawn, and year-
round programming at Virginia Avenue Park.
One prized aspect of both COAST and the SMF is the ability to interact with City
Council members and leaders. Given COAST's large footprint, staff has been working to
explore ways to provide meaningful interaction between attendees and City elected
officials and leaders. Staff will continue to refine this element and develop new ways to
facilitate this engagement, such as riding a “multi-person bike” (Attachment C) with a
City Council member and other fun and interactive activities.
Holding COAST Annually Through 2020
Since it can take a few years of iterative adjustments and refinements to find the right
balance of programming for an event, staff recommends that COAST be held annually
through 2020. Staff also recommends that a review be implemented after the fifth year
of COAST to evaluate its future frequency and location. This evaluation will be informed
by the vision for citywide events and community-building experiences that will be
detailed in the next iteration of the City’s Cultural Plan.
The Contractual Services Agreement with Community Arts Resources (CARS) for
COAST Open Streets Festival Production for 2017 has an option to extend. If Council
approves moving forward with COAST, staff would extend the contract for the
production of COAST 2018.
10 of 14
Proposed COAST Route Through 2020
Staff recommends keeping the same location and route through 2020. Holding the
event in the same location allows attendees to get familiar with the area, route
and experience. The current COAST route is exceptionally community-oriented and is a
shared space. The route has the infrastructure to support the event, including parking
and City facilities. COAST also engages Main Street’s many community destinations
such as the Farmers Market, Ocean Park branch library, community garden and
parklets. The route showcases many of the City’s destinations, including the Civic
Center, Pier, Palisades Park and downtown Santa Monica.
Staff considered shortening the two-mile route by removing Ocean Avenue or Main
Street in order to concentrate activities and reduce the budget and production needs.
However, reducing the footprint would make it more of a street festival and less of a car-
free experience. The current route and length are part of the requirements for Metro’s
$149,000 grant to support COAST 2018. These include providing opportunities for
people to ride transit, walk or ride a bike possibly for the first time; for civic engagement
to foster understanding and support for walking and biking infrastructure at the local
level; and opportunities for people to see that biking and walking is good for business,
and community health. According to Metro, of all of the open streets events that they
fund, Santa Monica’s is one of the most successful. It also happens to be the shortest.
During the planning phases of both COAST 2016 and 2017 staff were deliberate that
this event be unique to Santa Monica, reflect its priorities and showcase its landmarks
and businesses. Shortening the route would no longer meet event goals or Metro’s
grant goals. Further, shortening the route would weaken the connection to the City’s
Mobility Strategic Goal.
Re-Envision Community Involvement
To incorporate elements and involvement from past participants of the SMF, COAST
2017 introduced booth spaces for community organizations and city services. The
addition of these booths proved not to be the most effective way to reach the public.
The booth model was one of the more passive elements of a highly interactive event. It
took away from and diminished the mobility, sustainability and art focus of the event and
11 of 14
ultimately impacted the energy and flow of the event. The booth element also impacted
allocation of resources related to cost as well as set up and tear down.
In future COAST events, staff would strive to re-envision community involvement that is
not tied to stationary booths but inclusion that encourages engagement along the route
such as a decorated bike parade, interactive games, and program integrated activities.
This would allow city staff, community organizations and civic leaders to volunteer
and share information about services and programs and build relationships and new
connections in a fun, and organic way.
Alternatives
Alternating COAST and the Santa Monica Festival
One option staff considered was alternating COAST and the SMF every other year.
With this approach, the events may lose the attendee momentum and event
awareness, thus negatively impacting attendance. Annual events build from year to year
without the challenge of starting again, can be quickly iterated and improved, and
become anticipated traditions. People come to know what to expect and when to expect
it. It is for these reasons that staff does not recommend alternating years for COAST
and the SMF.
Changing the Route
Staff also explored the idea of changing the route for COAST. Staff recognizes that
changing the route could engage new communities, create cross-neighborhood
connections and invigorate and highlight different neighborhoods. However there are
significant downsides, especially for such a new event. Each move requires a new
traffic management and outreach plan, which means more time, money, staff
resources, and complications. A move also means needing to establish new
relationships with the businesses and residents along the route. Efficiencies of building
on what works at a specific site is diminished. Also, if the new location isn’t along the
train route, the connection to public transportation is lost. Therefore staff recommends
COAST have five years to establish its footing on the existing route before considering
changing the route.
12 of 14
Holding the Santa Monica Festival Annually
Reverting to the SMF would mean returning to a familiar event held each May in Clover
Park. Based on the experience with past Santa Monica Festivals, staff anticipates this
model of event would continue to draw a smaller audience with fewer residents than
COAST. While less expensive to produce, there would also be less business
engagement and less of the city itself being showcased. The SMF is limited by its
location and scale. Its location is also not as convenient using public transportation as
COAST. Main St. and Ocean Ave. are more of a communal, shared space and are
welcoming to a broader cross section of people. COAST includes a platform for people
to experience mobility and streets in a new way, discover businesses, enjoy a cultural
event and the City’s iconic landmarks and vistas.
Holding Both COAST and the Santa Monica Festival Annually
Staff sees COAST as an evolution of SMF, not a replacement for it. There is a fair
amount of overlap in terms of messaging and reach between the two events. The
events take the same amount of time and staff time to produce, but COAST gets a
broader draw. Since many of the staff and funding sources are shared for both events,
in order to be able to sustain both with current resources, the level of engagement and
planning would need to be spread among the two events, likely decreasing the total
resources available for each.
Another option is to allocate enough funds for the full production of two signature events
and designate different staff to lead each one. Since each event requires about six
months to produce, has the same staff leads and the same production team, it would be
essential to spread the events out, identify different staff leads, and potentially a new
event production team. The City may need to look at reducing the amount of smaller
citywide events in order to present two signature events. As it is, the City has a full
annual event calendar including the Arts & Literacy Festival, the Climate Fest, National
Night Out, the Buy Local Health & Fitness Festival, and the Fall Festival, in addition to
the new Meet Me at Reed cultural programs, Jazz on the Lawn, Dia de los Muertos, the
Airport ArtWalk and year-round events at Virginia Avenue Park.
13 of 14
Financial Impacts and Budget Actions
COAST 2016 and 2017 were funded by both general fund dollars and outside sources,
including grants and partnership funding, which provided a necessary and substantial
amount of the event funding. Funding for 2018 would follow the same model. The
budgeted amount for COAST 2017 was $400,000. The actual event cost was $393,000.
For 2018, staff has determined that a budgeted minimum of $415,000 (with a target
amount of $450,000 if additional outside funding can be secured) is necessary to
produce a community-wide event of this scale, allowing the event to grow, activate more
of the route with programming and allow for cost fluctuations.
As outlined in the document COAST Funding 2016 – 2020 (Attachment D), funds have
been secured for each year through 2020 but a gap in funding remains for each year,
ranging from $101,000 in 2018 to $250,000 for 2019 and 2020. The City general fund
dollars will continue to be $165,000 annually. Outside sources of funding that are
expected to continue are provided by in-kind matches of services from multiple
departments, grants, and partnership funding. New funding sources will also be
explored and may include Measure R and Measure M Local Returns, fundraising
through the Santa Monica Arts Foundation and grants. The COAST Funding 2016 –
2020 (Attachment D) does not include these anticipated outside sources of funding.
The increase in budget from the $400,000 in 2017 to $415,000 for 2018 would allow for
necessary adjustments to grow the event programming such as adding more interactive
installations and performers targeting areas of the route that were more sparsely
populated, and to respond to stakeholder and attendee suggestions for improvement.
This budget also allows for Consumer Price Index (CPI) increases and a possible
increase in safety costs.
Once staff has direction from Council to move forward with COAST, staff will work to
secure sustainable funds through 2020. While there are financial impacts to producing
COAST as presented with this report, there is no immediate financial impact or budget
14 of 14
action necessary as a result of recommended action. Staff will return to Council if
specific budget actions are required in the future.
Prepared By: Allison Ostrovsky, Cultural Affairs Supervisor
Approved
Forwarded to Council
Attachments:
A. Info Item 3-2-16 Expo Light Rail Celebration and Santa Monica Festival Update
B. Info Item 2-23-17 Coast Open Streets Festival 2017
C. Multi-Person Bikes
D. COAST Funding 2016 - 2020
E. Powerpoint Presentation
ATTACHMENT D
COAST FUNDING 2016 – 2020
FUNDING SOURCE COAST 2016 COAST 2017 COAST 2018 COAST 2019 COAST 2020
Office of Sustainability and
the Environment
$35,000 $63,000 FY 16/17 $100,000 $100,000 $100,000
Cultural Affairs Division $65,000 $130,000 (FY
16/17 & 17/18)
$65,000 $65,000 $65,000
Metro Grant $200,000 $0 $149,000 TBD TBD
Other Grants $0 $63,000 TBD TBD TBD
Office of Communications $57,000 $0 $0 $0 $0
Pedestrian Action Plan
Implementation CIP
$0 $150,000 $0 $0 $0
Secured Funding $357,000 $406,000 $314,000 $165,000 $165,000
Additional Funds Needed $0 $0 $101,000 $250,000 $250,000
BUDGET GOAL $357,000 $400,000 $415,000 $415,000 $415,000
ACTUAL COSTS $357,000 $393,000 TBD TBD TBD
City of Santa Monica
8C: Future of COAST Open Streets Festival
February 13, 2018
COAST IS…
A Santa Monica community
celebration that uses art
to transform two miles of city
streets into a fun,car-free
experience that empowers
people to take action against
climate change, embrace a pro-
planet lifestyle and experience
the city on foot and bicycle.
City of Santa Monica
COAST 2016
•COAST was originated to
celebrate the opening of
Expo line & Colorado
Esplanade
•Took the place of the Santa
Monica Festival due to
timing and limited resources
•Part of a movement to
celebrate open streets
through placemaking
•Funded in part by a Metro
grant
City of Santa Monica
COAST 2017
•Due to its popularity and
alignment with the City’s Strategic
Goals, COAST was repeated in
2017
•Key changes from COAST 2016:
•Increased activation on Ocean
Ave
•Moved to Fall
•Increased participation from
Main Street businesses
•Incorporated SM Festival
elements
City of Santa Monica
COAST ROUTE
City of Santa Monica
THE TEAM
An interdepartmental
partnership between:
•Cultural Affairs
•Mobility Division
•Office of Sustainability &
the Environment
•Office of Communications
City of Santa Monica
ALIGNMENT WITH CITY’S KEY PRIORITIES
Including:
•City’s Budget Framework
for a Sustainable City of
Wellbeing
•City’s Strategic Goals
•Bike Action Plan &
Pedestrian Action Plan
•City’s Cultural Plan,
Creative Capital
City of Santa Monica
A SUSTAINABLE CITY OF WELLBEING
•Community
•Place & Planet
•Learning
•Health
•Economic Opportunity
•Governance
City of Santa Monica
CITY’S MOBILITY STRATEGIC GOALS
•Encourage mobility options
such as walking and biking
•Inspire people to enjoy Santa
Monica’s uniquely walkable
and bikeable environment
•Increase active
transportation, transit and
shared rides in the new
model of mobility
City of Santa Monica
EVALUATION
•Of the 157 COAST 2017
attendee surveys, 94% of
respondents felt that “COAST
improves Santa Monica”
•83% said they feel more
comfortable cycling, walking or
using Metro, Expo or Big Blue
Bus after attending an event
like COAST
•54% said how they choose to
get around might change based
on their participation in
COAST
City of Santa Monica
EVALUATION
•Santa Monica Festival 2014 and 2015
•2014 estimated attendance:
12,000
•2015 estimated attendance:
13,500
•37% of attendees (5,002) were
residents
•COAST 2016
•Estimated attendance: 50,000
•COAST 2017
•Estimated attendance: 40,000
•50% of attendees (20,000) were
residents
City of Santa Monica
STAFF RECOMMENDATIONS
•Present COAST annually through
2020 as the City’s signature event
•Continue with the same route
through 2020
•Re-envision community
involvement
•Evaluate event at five-year mark
(2020) for continuance and
location
City of Santa Monica