SR 12-15-2020 3C
City Council Report
City Council Meeting: December 15, 2020
Agenda Item: 3.C
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To: Mayor and City Council
From: Andy Agle, Director, Community Services Department, Cultural Affairs
Subject: Approval of Contractual Services Agreement with A.G Coast Inc. dba
California Panther Security for Security Services at the Annenberg
Community Beach House
Recommended Action
Staff recommends that the City Council:
1. Award Bid #4399 to A.G Coast Inc. dba California Panther Security for security
services at the Annenberg Community Beach House; and
2. Authorize the City Manager to negotiate and execute an agreement with A.G
Coast Inc. dba California Panther Security in an amount not to exceed $193,868
for one year, with four additional years with a three percent annual increase, on
the same terms and conditions for a total amount not to exceed $1,029,268 over
a five-year period, with future-year funding contingent on Council budget
approval.
Summary
The Annenberg Community Beach House (Beach House) has contracted with a security
vendor since April 2009, in adherence to governing documents such as the Statement
of Official Action and Operations Plan, which require the City to provide on-site
personnel year-round, including nighttime security staffing. The current service provider
is contracted on an interim basis. Staff recommends A.G Coast Inc. dba California
Panther Security (Panther Security) as the best bidder for security services at the Beach
House for an amount not to exceed $193,868 for January 2021 through December
2021. The total estimated expenditure for five years with a three percent annual
increase is $1,029,268. The service would be funded by the Beach Recreation Fund,
dedicated to the operations and maintenance of the Beach House, beach maintenance,
and beach recreation activities.
Discussion
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The Beach House sits on a five-acre parcel of Santa Monica State Beach, developed by
William Randolph Hearst for actress Marion Davies in the 1920s. Originally known as
the Marion Davies Estate, it became an oceanfront luxury hotel, then a private beach
club. In partnership with the Annenberg Foundation and California State Parks, the City
opened the site as a public beach facility known as the Annenberg Community Beach
House on April 25, 2009. The Beach House combines elements of the historic Marion
Davies Estate with amenities to create a truly unique community destination that is open
to all, demonstrated in the City’s commitment to community-responsive programming,
quality visitor services, and a high level of maintenance and security.
Site monitoring at the Beach House is guided by requirements specified in the
Statement of Official Action (Attachment A) approved by City Council on May 25, 2006
and the Beach House Operations Plan (Attachment B).
In accordance with the above-mentioned governing documents, the City is required to
provide site monitoring year-round. During daylight hours, staff is responsible for
providing site supervision while overnight security services are provided by a contracted
security service. Since opening in 2009, the Beach House has worked with contractors
to provide security staffing for evenings, holidays when the site is closed to the public,
and other permitted functions as necessary.
As required in the governing documents, contracted security personnel provide security
from dusk to dawn, 365 days per year, to ensure both the safety of employees and
visitors and that facilities and infrastructure are secure and protected from trespassing,
vandalism, illegal and inappropriate behavior, and suspicious activities.
In addition to observing and reporting, duties for security personnel at the Beach House
include:
• Providing regular roaming patrols at nighttime, including checking in at electronic
stations throughout the site.
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• Securing vehicle entrances to the Beach House parking lots and external doors.
• Staffing property at night and holidays to monitor access, maintaining a high
visibility presence, and taking appropriate measures to prevent trespassing,
damage, or theft of Beach House property.
• Assisting City personnel, including fire and police, as necessary by providing
perimeter access control and traffic direction or by acting as site liaison.
• Enforcing rules and providing support to Beach House staff when hired for
private events that may involve alcohol, are youth-focused, or are attended by
high-visibility individuals.
Vendor Selection
Bidder Recommendation
Best Bidder A.G Coast Inc dba California Panther Security
Evaluation Criteria
Price; the quality of services offered; the ability, capacity and skill of the bidder
to perform or provide the services; the capacity of the bidder to perform the
contract or provide the service promptly, within the time specified, and without
delay or interference; the character, integrity, reputation, judgment, training,
experience and efficiency of the bidder; the ability of the bidder to provide
service as may be needed
Municipal Code SMMC 2.24.180
Bid Data
Date Posted Posted On
Advertise In
(City Charter & SMMC)
Vendors
Downloaded Date Publicly Opened
08/05/2020 City's Online
Bidding Site
Santa Monica Daily
Press
38 08/24/2020
Submittals Received*
The Alpha Omega Group Security
Services Inc. $1,016,729.24 Professional Security Consultants $1,225,304.37
A.G. Coast Inc dba California
Panther Security
$1,029,267.29
Kingdom Security, Inc. $1,245,256.26
JJ&B Group Inc. $1,065,586.67 National Eagle Security, Inc. $1,259,440.59
Eagle Security Services $1,070,192.55 Taurus Protection Inc $1,270,080.00
Alltech Industries Inc $1,101.101.18 American Guard Services, Inc. $1,280,039.46
Global Vision Security $1,121,660.61 Lyons Security Service, Inc. $1,328,283.89
Bluecoat Protection Services $1,134,000.00 Briggs International Inc $1,349,140.60
Inter-Con Security Systems, Inc $1,166,536.02 The Perfect Event $1,359,293.42
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*Total price of five-year contract with estimated regular and holiday hours for site patrol,
renewal options included.
Best Bidder Justification
Of the twenty bids received, six of the vendors with the overall lowest price were
interviewed by Beach House staff. Interviews with the six vendors were evaluated based
on work experience, screening and training process, onboarding and reporting system,
pricing, and customer service philosophy. The top three vendors were invited to a second
interview with additional Beach House staff. Based on the evaluation of the second
interviews, pricing, and reference checks, A.G Coast Inc. dba California Panther Security
(Panther Security) is recommended as the “best” bidder. The recommendation is not
solely based on pricing; the estimated total cost of the recommended five-year contract
with Panther Security is slightly over 1 percent higher than the lowest bidder; however,
Panther Security demonstrated its ability to provide services with scope and requirements
similar to the Beach House. This includes their extensive experience working with other
municipalities, government agencies, and private entities. Panther Security also received
positive references indicating highly trained employees and solid management and
administrative structure. During the interviews, Panther Security was able to convey its
ability to fulfill the demands of the Beach House contract and is recommended as the best
fit for the Beach House for both site patrol and private-event staffing.
Financial Impacts and Budget Actions
Staff seeks authority to approve funding from the Beach Recreation Fund to award a
contract with A.G Coast Inc. dba California Panther Security for security services at the
Annenberg Community Beach House. Security staff for private events are paid directly
to A.G Coast Inc. dba California Panther Security by private event clients.
Contract Request
FY 2020-21
Budget
Request Amount
Department Account # Total Contract
Amount
Allied Consulting & Security
Services $1,223,056.27 Absolute Security International, Inc $1,359,387.76
S&S Labor Force Inc, dba JRM $1,224,720.00 G4S Secure Solutions $1,544,467.86
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$106,626.96 11400002.550010 $1,029,267.29
Prepared By: Joyce Perez, Sr. Administrative Analyst
Approved
Forwarded to Council
Attachments:
A. Attachment A - Statement of Official Action
B. Attachment B - Operations Plan
C. Attachment C - Oaks Initiative Form
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Packet Pg. 89 Attachment: Attachment A - Statement of Official Action (4289 : Security Award ACBH)
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Packet Pg. 107 Attachment: Attachment A - Statement of Official Action (4289 : Security Award ACBH)
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Packet Pg. 108 Attachment: Attachment A - Statement of Official Action (4289 : Security Award ACBH)
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Packet Pg. 110 Attachment: Attachment A - Statement of Official Action (4289 : Security Award ACBH)
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Packet Pg. 111 Attachment: Attachment A - Statement of Official Action (4289 : Security Award ACBH)
Operations Plan
Presented to the Annenberg Foundation
by the City of Santa Monica
February 20, 2009
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Packet Pg. 112 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Operations Plan
Revised March 24, 2009
Table of Contents
Site Overview 1
Hours of Operation 3
Community Recreation 4
Cultural and Interpretative Programs 5
Concessions 6
Private Rentals 7
Reservations and Fees 10
Marketing 12
Parking and Transportation 13
Site Accessibility 17
Staffing Plan 18
Maintenance 20
Security 21
Sustainability 21
Settlement Agreement Conditions 23
Exhibits 24
1-Settlement Agreement
2-State Operating Agreement
3-Interpretative Master Plan
4-Graphic Standards
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Packet Pg. 113 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
1
Site Overview
Located at 415 Pacific Coast Highway in Santa Monica, the Annenberg Community
Beach House sits on a magnificent five-acre parcel of Santa Monica State Beach. This
property, originally developed by William Randolph Hearst for actress Marion Davies in
the 1920s, has a vibrant and uniquely Californian history including life as the estate of a
Hollywood movie star, the posh Oceanhouse hotel, the private Sand and Sea Club, and
a public facility known simply as 415 PCH.
The Beach House provides the
public with a rare opportunity to
enjoy a quintessential Southern
California beach experience in an
unparalleled historic oceanfront
setting. In the summer and other
peak use periods, the Beach
House promotes “A Great Day at
the Beach” by providing
traditional beach amenities and
services such as showers,
changing rooms, take-out and
café-style food service, beach
equipment rental, as well as
access to the historic swimming
pool, children‟s play areas, and
sand areas for beach volleyball,
tennis and picnicking. The winter months will focus on more contemplative pursuits such
as indoor retreats, meetings, social functions and cultural programs as well as
continued access to the sand, gardens and beach café.
In accordance with the City‟s 1998 Re-Use Plan, the goal of the Beach House is to
provide an exciting public community space that:
Creates a community-oriented destination
Provides public recreational activities
Increases public access to the beach
Creates a range of uses
Encourages diverse users
Provides for year-round use
Links to the regional open space network
Preserves the history of the site
Encourages a “light touch” on the site
Event and Pool Houses at dusk
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Packet Pg. 114 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
2
Site Map
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Packet Pg. 115 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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Hours of Operation
Peak use Periods
Maximum public use of the Beach House will occur during peak use periods when
Santa Monica‟s weather is optimal. The anticipated peak use periods are:
Weekends: May and September
Daily: June, July and August
Anticipated public access hours during peak use periods are:
Parking
Lot
Guest
Services
Office
Pool incl.
Changing
Rooms
Garden
Terrace incl.
Splash Pad
View Deck
(Public Hours)
Beach
Café
Beach
Concession
Open 8:00 AM 8:30 AM 10 AM 8:30 AM 8:30 AM 6:00 PM 8:00 AM 9:00 AM
Close Sunset* 6:00 PM 6:00 PM Sunset* 10:00 AM Sunset Sunset 5:00 PM
*Except for Special Events
The Marion Davies Guest House will host cultural programs and docent tours on a
scheduled basis. The Event House will be reserved for City cultural programs, youth
camps, and limited private use rentals.
Non-Peak Use Periods
During non-peak use periods, the areas west of the Beach Walk will be open daily for
the public‟s enjoyment. Other areas will prioritize private, revenue-generating events
and more limited public activities such as pool use for a specified number of warm
weather-activated days as well as access to garden areas when they are not booked for
private events. The anticipated non-peak public use periods are:
Weekdays: May and September
Daily: October - April
Anticipated use hours during non-peak periods are:
Parking
Lot
Guest
Services
Office
Pool incl.
Changing
Rooms
Garden
Terrace incl.
Splash Pad
View Deck
(Public Hours)
Beach
Café
Beach
Concession**
Open 8:00 AM 8:30 AM None 8:30 AM 8:30 AM 8:00 AM 10:00 AM
Close Sunset* 5:30 PM None Sunset* Sunset* Sunset 3:00 PM
*Except for Special Events
** Weekends only
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Packet Pg. 116 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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Community Recreation
A majority of the site is available free to the public year-round for typical beach
recreation – “A Great Day at the Beach.” Recreational facilities include gardens, beach
boardwalks, children‟s play areas, and beach volleyball and beach tennis courts. When
the pool is not open, the View Deck is available to the public free of charge. Priority
access to the Splash Pad by those using the pool may be established once use patterns
become apparent. The six beach volleyball and tennis courts are available on a first
come, first served basis free of charge. During peak use periods, three of these courts
also are available by 3-day advance reservation for a fee.
Recreational Swim
The pool will be available primarily for recreational swimming during peak use periods.
A Pool Pass set at affordable rates provides unlimited, all-day access to the holder for
use of the pool and the pool deck, showers and lockers, and the View Deck. A Family
Pass is also offered at a discounted rate. A specified number of Pool Passes are
available by reservation up to three days in advance. Pool operations are staffed by the
Community and Cultural Services Department, Community Programs Division.
Pool Dollar Days
To promote the Pool Pass as well as to ensure that lower-income families will have the
opportunity to participate, a discounted entry of $1 per person will be piloted during the
inaugural summer, probably every Monday during the summer period. Dollar Day
entries will be available to those entering the pool between 10 a.m. and noon and they
will then be available to enjoy a full day there. Fees for later entries will not be
discounted. Reservations will not be available on those dates.
Lap Swim
Based on community input, there may be adequate demand for a cost-covering lap
swim option on summer weekday mornings from 8:30 to 10 a.m. It is estimated that the
pool could accommodate approximately 16 swimmers at a time. Because lifeguard
hours have not been budgeted for this option, an early morning lap swim program would
need to be cost-covering. Accordingly an advance purchase system would be needed
to ensure the receipt of adequate Pool Pass fees to cover direct lifeguard costs. Staff
will continue to assess demand and the feasibility of providing this either during the
inaugural season or in the future.
Private Pool Rental
The pool and deck will be available for rent outside of normal public hours, September
through May.
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Packet Pg. 117 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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Community Classes
During peak periods, informal, drop-in fitness and recreational classes will be scheduled
based on visitor interest and demand. During non-peak seasons, classes may be
offered over multiple weeks and provide more in-depth learning opportunities and
activities. At all times of the year, programming will be targeted to the wide variety of
youth, adults, and seniors expected to visit the Beach House.
Youth camps
The Club Room in the Event House will serve as the home base for City Youth Day
Camps. These visits will be integrated into the day camp‟s overall program and
curriculum and will afford opportunities for education about the history of the beach and
the Beach House as well as to study contemporary issues related to the beach
environment.
Cultural and Interpretative Programs
Cultural programs reflecting the site‟s three main interpretive themes will be scheduled
throughout the year and may include docent-led tours, intimate concerts or
performances, silent film screenings, culturally-oriented talks or lectures, and changing
installations and exhibits. Various physical platforms have been designed into the
Beach House site to accommodate changing exhibitions and the various “houses”
onsite (i.e. the Guest House, Event House and its gallery, and the Pool House) will
serve as a backdrop for a roster of cultural offerings to be developed by the City‟s
Cultural Affairs Division in partnership with local non-profit organizations and other City
departments.
Interpretative Themes
Three overarching themes will guide site interpretation.
Three Remarkable Individuals: William Randolph Hearst, Marion Davies, and Julia
Morgan shaped the site‟s historical legacy.
A Beach Like No Other: The Southern California beach occupies a unique place
within the physical and cultural landscape of America.
A Public Place Henceforth: The site of the Beach House has seen an evolution from
private ownership to public management and ownership leading to today's universal
access.
An Interpretative Master Plan (see the attached exhibit) has been developed to be
implemented over time. Elements of the plan include:
An interactive electronic guest book rich with historic postcards and photographs.
A display of historic photos in the Guest House.
A multi-faceted installation at the south entry to the Beach House that provides a site
overview and a glimpse of all the interpretative element and themes.
Audio tours available by phone or podcast.
A viewfinder that allows the viewer to see the site through time.
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Packet Pg. 118 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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An evocative installation of the Marion Davies era in the Guest House dining room.
Website with additional content and stories.
Docent Tours
The City will partner with the Santa Monica Conservancy to develop and implement
docent-guided interpretive tours that complement the site‟s three primary interpretive
themes. Utilizing up to 100 volunteer docents, the Conservancy will provide
approximately two tours per day during peak use periods, depending on demand. The
Conservancy will be responsible for recruiting and training all volunteers. Daily tours
will be free and open to the public. A fee may be charged for private tours or tours
provided as part of a private rental.
Visitor Center
During peak use periods, the Marion Davies Guest House will be staffed by docents to
provide visitor information about the site, Santa Monica and Santa Monica State Beach,
and the Santa Monica Mountains National Recreation Area. Many of the site‟s
interpretive design elements will be showcased in the Guest House and available to the
public free of charge.
Concessions
The site is serviced by one concessionaire, Back on the Beach Food Company, Inc.
This concessionaire provides sit-down and take-away food service from the beach café,
and beach equipment rentals and retail sales from the concession building. The
concessionaire may provide catering services for private rentals on site. Additional
goods and services such as mobile food carts, pool-side orders and delivery, or Marion
Davies Guest House tea service may be provided upon written authorization by the City.
At a minimum, the concessionaire is required to provide the following services:
Plan, fund, and install all trade furnishings, fixtures, and equipment necessary for all
concession facilities including the beach café and beach concession building to
ensure first-class facilities;
Equip and maintain high-quality, sit-down food service at the beach café;
Equip and maintain high-quality, take-away food service;
Make available high-quality catering services for special events and meetings on
site. Note: the right to cater at the Beach House is not exclusive to the
concessionaire.
Promote healthy and sustainable food practices such as serving healthy, locally, and
sustainably grown, organic foods, and organic ingredients whenever possible.
Use recycled products that, at a minimum, are consistent with existing City
regulations and modified as necessary to meet future regulations.
Equip and maintain high-quality, beach-related equipment for rent and related items
for sale at the beach concession building such as chairs, umbrellas, and boogie
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Packet Pg. 119 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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boards, and various sundries that provide for the health, safety, and convenience of
visitors.
Meet all health and safety codes, rules, and regulations as required.
Contract Terms
The term of the Back on the Beach Food Company concession contract is ten years
commencing December 1, 2008.
The rent is $100,000 per year or 10% of annual gross receipts, whichever is greater.
The minimum annual rent of $100,000 per year shall be adjusted for changes in the
Consumer Price Index beginning with fiscal year 2009/10 and continuing every
second fiscal year thereafter (e.g. FY 2011/12, FY 2013/14).
During fiscal year 2008/09, the minimum annual rent is waived and only ten percent
of gross sales will be due to account for start-up delays and other operational issues.
Private Rentals
During non-peak periods, specific Beach House facilities will be available for private
rental for meetings and social functions as well as commercial filming. Rooms in the
historic Marion Davies Guest House, the Event House, and Pool House, as well as the
adjacent gardens and the pool deck, offer a wide variety of both small and large, and
formal and informal gathering spaces. A summary of facilities follows:
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Packet Pg. 120 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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Room
Square
Footage
Event House
All 3,590
Garden Terrace Room 1,978
Terrace Lounge 733
Club Room 879
All plus Garden Terrace 12,620
North House
All 2,089
The Parlor 703
Veranda Room South 368
Veranda Room North 366
Retreat Room 1 231
Retreat Room 2 206
Retreat Room 3 214
2nd Floor, All 1,386
Pool House
All 4,370
Sand and Sea Room 1,860
View Deck 1,670
Pool Deck 840
The Patio 1,974
Whole Site 22,474
Marketing and Sales
Marketing and sales initially will be provided by a marketing contractor. It is likely the
Beach House will have an initial flood of interest, but a sales manager may be
necessary to develop the full revenue potential of the facility following the public‟s initial
curiosity and interest. The consultant will work with the City to assess current and
emerging market segments and implement sales strategies. Initial marketing efforts will
focus on the local market and early visitors to the Beach House, and will utilize
partnerships with the Santa Monica Convention and Visitors Bureau and local hotels.
Booking
Private rental bookings and event coordination initially will be provided by City staff.
Rentals will be based on booking policies developed by the Department of Community
and Cultural Services. Discounted use of facilities by non-profit organizations will be
offered for available facilities after an initial full-price booking period. Venues may be
rented weekdays between 8 am and 11 pm and weekends between 8 am and midnight
(inclusive of set-up, break-down, and clean-up). All events must conclude no later than
one hour prior to closing. The parking lot will be closed by 11 pm weekdays and
midnight weekends.
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Packet Pg. 121 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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The private rental schedule will conform to the restrictions and transportation and
parking requirements outlined in Exhibit 1, Settlement Agreement. In general, private
rentals will be available as summarized below.
Facility Peak Season Shoulder Season Low Season
Pool House Limited Private Use Limited Private Use Priority Use
Event House Limited Private Use Priority Private Use,
Weekdays
Priority Use
Guest House Limited Private Use Priority Private Use,
Weekdays
Priority Use
Rental Rates
Rental rates will be established based on market conditions and comparable venues.
Preliminary rental rates are summarized below. These rates are subject to change
based on market fluctuations.
Meetings
Room
Half Day
(5 hours)
Full Day
(9 hours)
2 hours
min
Event House
All 3,590 240 2,500$ 4,000$ $ 400
Garden Terrace Room 1,978 132 1,500$ 2,500$ $ 250
Terrace Lounge 733 49 350$ 700$ $ 200
Club Room 879 59 250$ 500$ $ 250
All plus Garden Terrace 12,620 240 3,500$ 5,300$ na
Marion Davies Guest House
All 3,510 234 1,800$ 3,500$ $ 600
The Parlor 2,124 142 1,000$ 2,000$ $ 150
Veranda North and South 735 49 350$ 700$ 250$
Veranda Rooms plus Retreat Rooms 1-3 1,386 92 500$ 1,000$ 300$
Pool House
All 4,370 291 2,500$ 4,500$ na
Sand & Sea Room plus View Deck 3,530 235 1,800$ 3,500$ 800$
Pool Deck 840 56 600$ 900$ na
The Patio 1,974 132 900$ 1,500$ na
Entire Site 22,474 500 7,000$ 12,000$ na
Square
Footage
Max # of
People
Special Events
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Packet Pg. 122 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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Caterers
All caterers must be pre-approved by the City. An approval process including qualifying
criteria will be developed and made available to all interested parties. At a minimum,
the criteria will include minimum insurance coverage with required endorsements,
compliance with service and operational standards for the site, and completion of a site
orientation class.
General Facility Rental Rules
Events will be governed by a set of rental rules that have been developed and guided
by the numerous settlement agreement conditions as described in Exhibit 1. Key
restrictions include:
Beer and wine may be served by a properly-licensed and bonded caterer and in
accordance with all applicable laws. No alcohol may be served outside. Service of
alcohol must cease one-half hour prior to the end of an event.
No amplified music for private events is permitted outside.
Sit-down meal service may not exceed 2,000 square feet of space if not incidental to
a meeting or social function at any one time.
Outside Vendors
It is anticipated that a range of special event and meeting support services, including
event planning and coordination, audio/visual equipment and operation, and additional
security or support staff, may be available at market rates. Outside caterers and other
outside vendors will be required to share a percentage of their gross receipts with the
City, consistent with other City beach concession agreements.
Reservations and Fees
Community Use Reservations
Most fee-based services and amenities will be available by advanced reservation as a
service for those visitors who desire a level of certainty about their use of specific Beach
House amenities. Online, in-person and phone reservations will be available up to three
days in advance with full non-refundable payment due at the time the reservation is
made. An online credit card option will be offered. Reservations must be claimed by
noon the day of the reservations. Unclaimed reservations will then be released to the
public on a first come first served basis.
Reservations will be available for approximately 100 parking spaces, for 50% to 75% of
the total capacity for the pool, and up to three beach volleyball/tennis courts. The
maximum reservations that can be made by one person for any given day is for one
parking space, six Pool Passes, and one court time of 1.5 hours.
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Packet Pg. 123 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
Annenberg Community Beach House Operating Plan
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Site Fees
Fees have been established for public access to facilities with limited capacity and high
operational costs including parking and pool access. Fees were established based on
fees for comparable City facilities as well as market rates for similar activities and
services in the region.
Parking
Proposed fees for parking (up to $10 per day) are commensurate with Council-approved
rates for the Central Beach Parking Lots and the Pier Deck Lot, the highest demand lots
on Santa Monica State Beach. To provide affordable access, both hourly and daily
rates will be available. To maximize public access to the Beach House, use of beach
and residential parking permits will be prohibited in the Beach House parking lots at
least until public demand can be fully evaluated. Senior and disabled passes will be
allowed.
Programs and Classes
All fees for programs and classes offered by the City or City contracted instructors will
be set to cover the direct costs of providing the services at the Beach House. Specific
fees for recreational and community classes and programs offered by City contractors
will be established through a public bidding process. Financial assistance (partial
reduction of fees) is available to qualifying Santa Monica resident youth from low and
moderate-income families. Initial fees are as follows:
Pool Day Pass
Adult $10.00
Child (under 18 years of age) $4.00
Senior (age 65 or older) $5.00
Family Pass (2 adults and 2 children) $24.00
Beach Volleyball and Tennis Court Reservations
Walk-up (first come, first served) Free
Reservation $5.00
Private Facility Rental and Use
Facility Rental Charges for private events and commercial filming will be established
based on comparable market rates. To provide opportunities for non-profit
organizations and government agencies, a discount of up to 50% will be offered to a
limited number of non-profit and governmental organizations each month.
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Screen shot of Beach House website
Marketing
Planned outreach for the Beach
House during its inaugural year is
designed to educate people on the
concept of a public beach club,
while addressing challenges such
as demand and community
expectations. Outreach efforts will
primarily be conducted online and
seek to build upon positive word of
mouth generated through opening
events. The goal for the first year
will be to reach as much of the local
community as possible.
Subsequent plans will expand
focus to the tourist trade, both
domestic and international.
Media
A series of timed, themed press releases will be issued throughout the inaugural period.
Focus areas will include architecture and design, how to use the facility and „The Beach
House Story,‟ a look at the history of the site and how the facility came to be in
existence. Working in conjunction with the Santa Monica Convention & Visitors Bureau,
a media tour will be held prior to the public opening in April. New media such as online
networking sites, reviews and blogs will also be utilized.
Website
The Beach House website will be the cornerstone of the City‟s ongoing marketing
efforts. All communication materials on the Beach House will encourage interested
parties to visit its website, beachhouse.smgov.net, for more information. The playful
new website will appeal to a broad range of Beach House users in an easy to use
format that will encourage visitors to plan their visit ahead of time by using the website
as their guide. The site will coordinate with separate websites for the private events and
interpretive components.
Cross-Promotion
Community outreach and education will be conducted in coordination with the
Annenberg Foundation, California State Parks, the Santa Monica Convention & Visitors
Bureau, Back on the Beach Café and the Santa Monica Big Blue Bus. Private event
marketing will focus on establishing relations with the general managers and concierges
of local hotels and regional caterers, and draw upon the considerable interest from local
residents and professional associations.
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Brand Extension
The Beach House brand will be grown through development and production of saleable
goods that feature the facility‟s graphic identity. Goods will be available for purchase
through the on site concessionaire.
Parking and Transportation
The public may access the Beach House through multiple modes of transportation
including by foot, bike, private vehicle, and public transportation.
Parking
For private vehicles, the Beach House contains three adjoining parking lots - the South,
Central, and North Lots. The South Lot (415 PCH) serves as the main entrance and
contains a public entrance lane, two public exit lanes, an emergency vehicle
entrance/exit, and a drop-off area. The Central Lot is accessible via the South Lot and
serves as the primary lot for private event guests and vendors. The North Lot (445
PCH) is accessible via the South and Central lots and contains a public exit and an
emergency vehicle entrance/exit. The North Lot is primarily dedicated to staff and
reserved parking.
Spaces
There are approximately 277 parking spaces in the three lots. Each lot contains several
handicap accessible spaces adjacent to primary Beach House entry points, as well as
five hybrid vehicle only parking spaces.
Equipment
The parking facility is equipped with three (3) pay-by-space machines. These machines
can be programmed as self-serve or attendant operated. Patrons will park and pay at
the machine by entering the parking stall number. The machines will accept cash and
give cash change. Upgrades are being made to accept credit cards and the City‟s
Meter Cash Card.
Hours
The parking lots are open to the public from 8 a.m. to one-half hour after sunset. The
lots will remain open until 11 pm Monday-Friday and midnight Saturday-Sunday for
guests of private events. In an effort to minimize the impact on neighbors, guests of
private events will be issued special parking passes and be required to park in the
Central Lot before utilizing the North and South Lots.
Fees
Both daily and hourly rates are available Hourly rates are structured to provide value to
visitors staying two hours or less. Parkers may select the preferred rate on the parking
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machine after parking. Hourly and daily rates may be applied to any available parking
space.
May - September April and October November - March
Mon-Fri Weekend Mon-Fri Weekend Mon-Fri Weekend
Daily
$8.00 $10.00 $6.00 $8.00 $6.00 $7.00
Hourly
$4.00 $4.00 $3.00 $4.00 $3.00 $3.00
Weekend rates apply on holidays
Staffing
The City‟s parking contractor will provide primary staff for parking lot operations. During
low-use periods, such as winter week days, the parking lot may be unattended.
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
May - September
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Attendant
(8am-8pm)
Attendant
(8am-8pm)
Attendant
(8am-8pm)
Attendant
(8am-8pm)
Attendant
(8am-8pm)
October - April
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
Supervisor
(9am-5 pm)
During peak use periods, such as summer weekends, the City‟s Beach House staff may
supplement parking contractor operations to assist with reservation check-in and traffic
direction.
Traffic Flow and Signage
During the summer, demand for this facility will be high. Due to the limitations imposed
by PCH and the parking lot configuration, the lot can not be closed to incoming vehicles
from the north bound turn lane. Vehicles unable to find a parking space will circulate
through the parking lots and exit to PCH from the North Lot. The on-duty parking
attendant or the traffic director will be responsible for keeping the cars moving through
the lots and directing overflow cars to exit. To keep traffic moving, staff may install
temporary “sandwich board” signage such as “waiting and stopping is prohibited” or
“please keep traffic moving” signs with the citation of the appropriate Municipal Code
Section, 03.12.270 (d).
Permit Parking
Beach Permit Parking including monthly, semi-annual, and annual parking permits and
Residential Overnight Parking Permits will not be accepted at these lots unless and until
staff determines that daily public parking demand is being met. Senior and Disabled
Placards will be accepted for free daily parking year-round.
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Staff Parking
Parking for on-site staff, including contractors, will be very limited during peak use
periods. A special staff parking pass will be developed for use by authorized staff. The
landscape maintenance contractor and Community Maintenance Department will each
have one dedicated parking space. Beach House staff will coordinate by division to
ensure minimum use of parking spaces at the Beach House and to coordinate car
pooling and other alternatives when feasible. Alternative parking locations should be
used when possible. Staff will be issued standard Beach Parking Permits for use in
other north beach lots. Alternative modes of transportation such as bicycles, bus, and
carpooling are encouraged. As space becomes available during low-use periods, all
Beach House staff will be authorized to park in the Beach House lots.
Reserved Parking
The North Lot will be dedicated to Beach House staff, contractors, and reserved public
parking. Parking reservations will be available to the public on regularly scheduled pool
days. Reservations will not be available when the pool is closed or during winter pool
openings. Reservations for up to 100 parking spaces will be accepted between one and
three days prior to the reservation date. A reservation will guarantee the guest a
parking space when they arrive between 9 am and noon.
The list of parking reservations will be printed out by Beach House staff and delivered to
the parking attendant or supervisor by 9 am daily. A parking attendant will monitor use
of the North Lot to ensure that spaces are used only by staff or those with reservations.
Those with reservations not claimed by 12:30 pm will be assigned a parking space on a
first come, first served basis. Late arrivals with reservations do not have to pay the daily
parking rate again, but are not guaranteed a space.
Electronic Car Count System
Electronic counters are located at the main entrance of the North and South Lots to
enable real time parking availability to be reported to the City‟s website, radio broadcast,
telephone recording, or other media.
Transportation
Bicycle and Pedestrian Access
The Beach House is accessible from the South Bay Bicycle Trail, which, along this
section, is available to bicyclists, joggers, skaters, wheelchair riders, and pedestrians.
The trail stretches 22 miles from Will Rogers State Beach to Torrance County Beach
and provides easy access from most of Santa Monica. Pedestrians can access the
South Bay Bicycle Trail from any of the beach parking lots, as well as the pedestrian
overpasses at the Santa Monica Pier and Palisades Park at Broadway, Arizona, and
California Streets, and Montana Avenue.
Parking for 181 bicycles will be provided at racks located at key locations on the site. In
addition, dependant on demand, the Beach House concessionaire will offer a bike valet
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service for a nominal fee during peak use periods. An effort will be made to prevent
potential user conflicts on the South Bay Bicycle Trail through signage and other design
options.
Tide Shuttle
The Big Blue Bus will provide shuttle service to the Beach House via the Tide Ride
during peak use periods. The shuttle will service a one-way loop through the city,
including Bernard Way, Ocean Park Blvd, Fourteenth Street, and Montana Avenue.
This route will provide for two trips to the Beach House hourly and take approximately
30 minutes to complete. Depending on funding availability, the service is proposed for
weekends May through September from 9:30 a.m. to 8:00 p.m. and will cost $.50 each
way ($.25 for seniors and persons with a disability).
Big Blue Bus Route 9
Big Blue Bus Line 9 currently stops approximately one-half mile north of the Beach
House at West Channel Road where there is an existing pedestrian tunnel under the
Pacific Coast Highway with access to the beach and the Beach House via the South
Bay Bicycle Trail, which may be used by pedestrians as well as bicyclists in that
location.
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Paratransit Services
The City‟s Dial-a-Ride service will also be available for residents 60 years of age or
older and disabled persons 18 years of age and older.
Site Accessibility
Facility Access
The Beach House is fully compliant with the requirements of the Americans with
Disabilities Act (ADA), providing access for all throughout the site. New facilities are
fully accessible, including the children‟s play area, restrooms, parking lot, and Event and
Pool Houses. Historic facilities have been made accessible to the extent possible and
in compliance with ADA and applicable historic codes. In the Marion Davies Guest
House, an elevator has been installed to provide second floor access, and two
accessible restrooms have been added. At the pool, an elevator and ramp are available
for access to the pool and pool deck as well as the second floor of the Pool House
including the View Deck. A portable lift can provide access into the historic pool.
Beach Access
The Beach Recreation Area, providing a range of informal beach recreation
opportunities, is defined by a series of boardwalks and concrete pathways. The Beach
Walk traverses the site from north to south while the Ocean Walk traverses the sand
from the Beach Walk west, across the South Bay Bicycle Trail and towards the ocean.
Together these walks provide universal access and pedestrian circulation from the
parking lots, pool, gardens, and closer to the surf than any other location on the beach.
In addition, a beach wheel chair will be available at the Beach House concession stand,
free of charge, to provide access to anywhere on the sand.
Program Access
Program access includes effective and accessible signage and communication
materials. Site signage and informational materials comply with ADA requirements.
Appropriate auxiliary aids and services will be provided upon request. Auxiliary aids
include large print materials, sign language interpreters, and other forms audio and
visual media. The Guest Services Coordinator is the designated employee to serve as
contact for concerns or grievances and other aspects of program services that physical
accessibility does not fulfill.
Service Animals
A person with a disability or a trainer of a guide, signal, or service dog has the right to
be accompanied by a guide, signal, or service dog. If with a trainer, the dog must be on
a leash and tagged as a guide, signal, or service dog (Civil Code Section 54.1(b)(6)(A)
and 54.2; Food and Agr. Code Section 308550 and 30852).
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Staffing Plan
Administration and Guest Services
Beach House Manager (Permanent)
The Beach House Manager is responsible for overall management and operation of the
Beach House including daily operations, community programs and activities, guest
services, special events, community relations, marketing and promotions.
Administrative Analyst (Permanent)
The Administrative Analyst is responsible for management and oversight of contracts
and agreements, developing and monitoring the Beach House budget for the
Community and Cultural Services and Community Maintenance Departments,
overseeing accounts receivable and accounts payable, supervising the Guest Services
Coordinator and Guest Services Assistants and assisting the Beach House Manager as
needed.
Guest Services Coordinator (Permanent)
The Guest Services Coordinator is the essential “go to” person at the Beach House.
This position is responsible for coordinating the functions of the Guest Services Office
and performing a wide variety of duties including insuring delivery of an exceptional
level of service to guests, creating outreach and marketing materials and performing
clerical and accounting duties.
Guest Services Assistant (Seasonal)
The Guest Services Assistant works seasonally during peak use periods to provide the
first impression to Beach House guests. The Guest Services Assistants are responsible
for taking reservations, collecting fees, checking-in guests and providing public
information.
Recreation
Beach Recreation Supervisor (Permanent)
The Beach Recreation Supervisor is responsible for the development and oversight of
recreational programs at Santa Monica State Beach, including the Beach House,
Muscle Beach, Chess Park, other beach parks and beach tennis and volleyball courts.
This position serves as operational back-up to the Beach House Manager.
Recreation Coordinator (Seasonal)
The Recreation Coordinator is responsible for coordinating the daily recreational
activities at the Beach House including use of the swimming pool and amenities, courts,
and classroom space. The position is responsible for monitoring the aquatics program
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and class instructors. The Recreation Coordinator works seasonally during peak use
periods and serves as back-up to the Beach Recreation Supervisor.
Beach Recreation Leader (Seasonal)
The Beach Recreation Leader is the eyes, ears, and voice of the Beach House,
interacting with guests utilizing the various amenities available on site. This position is
responsible for developing and implementing cultural and recreational programming,
acting as a site ambassador, assisting guests, and monitoring and security the facility.
This position works seasonally during peak use periods.
Chief Lifeguard (Seasonal)
The Chief Pool Lifeguard monitors and coordinates the daily operation and maintenance
of the Beach House pool, including assisting with the training and monitoring of pool
lifeguards and other aquatics staff. This position works seasonally during peak use
periods.
Pool Lifeguard (Seasonal)
The Pool Lifeguard ensures the safety of the public and other users at the Beach House
pool performing emergency care as necessary and pool maintenance duties. This
position works seasonally and assists the Chief Pool Lifeguard in pool operation
activities, as required.
Custodial
Aquatic Maintenance Worker
The Aquatic Maintenance Worker is the lead custodian on site. This position is
responsible for maintaining and repairing the aquatic facilities and leading the site‟s
custodial crew.
Custodian I
The Custodian I‟s provide custodial services to the facility including cleaning and
restocking restrooms and kitchens; collecting and removing trash; cleaning, dusting,
and polishing furniture and other woodwork; and sweeping, vacuuming, and mopping
floors.
Custodian II
The custodian II leads, schedules, and assists custodial crews and provides custodial
services as necessary.
Facility Attendant (Seasonal)
The Facility Attendant assists in preparing facilities for events and programs including
set-up and break-down of tables and chairs. This position also is responsible for
providing basic custodial services before, during and after an event or program.
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Landscaping
Landscaping services including sand grooming will be provided by the City‟s landscape
maintenance contractor and overseen by the City‟s Public Landscape Division.
Maintenance
The City is committed to providing the site with the highest level of maintenance
possible through a combination of City and contracted staff. A range of vendors will
provide routine maintenance and prompt emergency response for facility needs that
can‟t be met by City staff.
Custodial
Custodial services will be provided by the City‟s Community Maintenance Department.
One to two custodians led by an Aquatic Maintenance Worker will provide daily cleaning
and maintenance services to the site‟s buildings and water feature. One Facility
Attendant will assist daily with light custodial duties while preparing for and breaking
down equipment and furnishings associated with programs, activities, and private
rentals. Custodial shifts will run from approximate 6 am to 1 am year-round, ensuring
the facility is maintained to the highest standards at all times and that maintenance
needs that may impact visitor use, such as floor cleaning, can occur outside of public
hours.
Landscaping
Daily landscaping needs will be met by a landscaping contractor. One contractor will be
on site eight hours a day, seven days a week, excluding holidays. The contractor will
provide daily sand grooming, litter patrol, and sweeping of all outdoor areas. In
addition, the contractor will be responsible for maintaining all landscaping including
weeding, trimming, cultivating, and irrigating.
Pool and Splash Pad
The site‟s Aquatics Maintenance Worker will provide daily maintenance to the pool and
splash pad. An aquatics contractor will provide regular service to the pumps and
chemical feed systems and be available at all times to address unforeseen functional
and maintenance needs.
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Security
At peak, a total of 12 staff will provide site supervision during daylight hours, including
staff with specific training in and responsibility for site monitoring and coordination with
the Santa Monica Police Department. All staff will be trained by the City‟s Police
Department to deal with basic safety and security issues and on when and how to
properly report an incident to police dispatch.
Alarm and Security Systems
Security cameras, mounted in key outdoor locations, will be periodically monitored by
on site City staff. All buildings are equipped with an alarm system that is activated when
a door or window is broken or opened. Only key City staff will have the alarm codes to
disable the system. The alarm system will be tested and maintained regularly by a
contractor.
Keys
Master facility keys will be limited to senior staff and custodial leads. In addition, a
master key will be provided either in an on-site lock box or directly to the Fire and Police
Departments for emergency access purposes. Keys with limited access will be
distributed as necessary to lower level staff. Contract staff is not likely to have keys to
any part of the facility.
Security Guards
Overnight security services will be provided by a contract security service daily.
Daytime security services also may be provided on holidays or other low-staff periods.
Using “Smart Card” technology, electronic “check points” have been established across
the site to record security patrols and ensure that guards cover the entire facility on a
regular basis throughout the night. Security guards will carry cell phones to contact
police dispatch as necessary. They will not carry weapons of any kind. Additional
security may be required for private events depending on the size and nature of the
event.
Emergency Response
A dedicated access point into both the South and North Lots has been created for
emergency vehicle access. Combination locks will be used to secure access gates and
combinations will be provided to the Police and Fire Departments.
Sustainability
LEED Rating
The sustainable design goals and objectives developed for the Beach House are based
on the Leadership in Energy and Environmental Design (LEED) Green Building Rating
System. The project includes achievement of LEED New Construction (NC) Silver
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rating; however, the design will incorporate measures that go beyond the scope of
LEED and the Silver rating. Under LEED NC Silver a minimum of 33 points is required.
For added assurance, the project aim is to achieve 38 points total. Due to its historic
status, the Marion Davies Guest House does not fit into the LEED credit program.
Key Sustainable Features
Sustainable Site
Hazardous Materials Abatement: Removal of lead-based paint, asbestos insulation,
and wooden piles containing preservatives.
Erosion and Sedimentation Control (during construction)
Alternate Transportation: Shuttle service
Storm Water Design: Water retention ponds to return rainwater back into the ground.
Heat Island Effect
o Tree shaded parking lots.
o White roofing materials for reduction in heat gain on roofs.
o Coated parking lots to reduce stored heat in pavement.
Light Pollution Reduction: Full-cutoff lamps to reduce light pollution, lighting
contained within property.
Water Efficiency
Water Efficient Landscaping:
o Drip irrigation system.
o Native and drought tolerant plants and trees.
Water saving devices including shower spray heads.
Reduction in wastewater treatment by using waterless urinals and dual flush toilet
valves.
Energy and Atmosphere
Building Commissioning by an independent agency to ensure mechanical systems
are operating correctly and efficiently.
Green Power electricity produced by alternate sources of energy.
Solar powered water heater system for swimming pool.
Non-heat transferring (reflective) glazing on all exterior windows (excluding the
Marion Davies Guest House). Also, many windows contain an additional top section
of ceramic frit silkscreen, another form of solarban.
Materials and Resources
Building Reuse: Reuse existing structures that have been cleaned and free of
hazardous materials.
Construction Waste: Divert construction waste from landfill; instead recycle
materials.
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Local/Regional Materials: Incorporate post-consumer materials into new materials,
concrete, plastics, insulation, and cabinetry. New decking made of recycled plastic
products. New building siding made of recycled concrete products
Indoor Air Quality
Air filtration system and clean air program during construction.
Low-emitting materials, paints, adhesives and sealants.
Thermo Comfort: Building management system for efficient heating and cooling.
Innovation and Design
Educational Outreach Program
o On-site recycling and composting available.
o Interpretive/Informational materials on LEED certification and related topics.
Website with LEED educational information.
Settlement Agreement
Specified conditions for the Beach House are set forth in Exhibits A and B of a
Settlement Agreement entered into by the City of Santa Monica and the Palisades
Beach Property Owners Association Inc., et al. The conditions that must be in place for
at least 10 years and those that must be in place for at least 7.5 years from issuance of
the Certificate of Occupancy are included in Exhibit 1 of this Operating Plan, and
incorporated herein by reference.
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Exhibits
Settlement Agreement
Conditions of the Settlement Agreement between the City of Santa Monica and the
Palisades Beach Road Property Owners Association.
State Operating Agreement
Agreement between the State of California, Department of Parks and Recreation, and
the City of Santa Monica, granting the City authority to operate the site of the Beach
House through 2105.
Interpretive Master Plan
Comprehensive plan for the development and installation of interpretive exhibits
throughout the site.
Graphic Standards
Standards for the use of the Beach House graphic identity including templates for
various materials and collateral.
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Packet Pg. 137 Attachment: Attachment B - Operations Plan (4289 : Security Award ACBH)
CITY OF SANTA MONICA
OAKS INITIATIVE DISCLOSURE FORM
In order to facilitate compliance with the requirements of the Oaks Initiative, the City
compiles and maintains certain information. That information includes the name of any
person or persons who is seeking a “public benefit.” If 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.
Name(s) of persons or entities receiving public benefit:
Name(s) of trustees, directors, partners, and officers:
Name(s) of persons with more than a 10% equity, participation, or revenue interest:
Prepared by: ____________________________Title: __________________________
Signature: ______________________________________ Date: ________________
Email: ____________________________________ Phone: ____________________
FOR CITY USE ONLY:
Bid/PO/Contract # ____________________________ Permit # ___________________________
Moe Galal Vice President
12/2/20
wo@capanther.com (310) 641-5555
A.G Coast Inc. dba California Panther Security
Moe Galal & Matt Galal
Ahmed Galal
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Packet Pg. 138 Attachment: Attachment C - Oaks Initiative Form (4289 : Security Award ACBH)