SR 03-08-2022 3J
City Council
Report
City Council Meeting: March 8, 2022
Agenda Item: 3.J
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To: Mayor and City Council
From: David White, City Manager, City Manager's Office
Subject: Accept Proposal and Enter into Agreement with Major League Baseball for
2022 All Star Event
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a license agreement with Major League Baseball for use of the Pier Deck
(Newcomb) Parking Lot and adjacent beach area from July 12-18, 2022 for the “MLB
All-Star Oceanfront” Festival.
Summary
On July 19, 2022, Major League Baseball (MLB) will host its annual All-Star Game at
Dodger Stadium in Los Angeles. MLB approached the City proposing to hold an “All-
Star Oceanfront” event the weekend preceding the All-Star Game, July 15-17, 2022, at
the Santa Monica Pier and adjacent beach area. The All Star Oceanfront event is a free,
three-day public festival for fans to enjoy baseball themed activities, games, music,
merchandise, and food. Because the proposed footprint of the event extends beyond
the Pier Deck Parking Lot that would otherwise be processed via our Community Events
Permit and Site Guidelines, a stand-alone license agreement is required to authorize
the proposed use by MLB. Given the unique benefits from having a high-profile
activation in a signature location tied to a major sporting event, particularly to advance
an equitable and inclusive economic recovery in the City, staff is seeking Council
approval for the City Manager to negotiate and enter into a License Agreement with
MLB to enable its All-Star Oceanfront event.
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Discussion
Major League Baseball (MLB) consists of 30 teams in the U.S. and Canada, and its All-
Star Game is an annual mid-summer event held since 1933. The venue for the game
rotates among MLB ballparks each year, and the 2022 game will be held at Dodger
Stadium. MLB plans a series of “All-Star Week” events for fans in the host city, though
typically in the immediate area around the ballpark. For this year’s game, MLB is
seeking to broaden the reach and appeal of its events by holding a beach-themed “All-
Star Oceanfront” festival to enable fans of all ages to join in the MLB All-Star festivities,
and they have proposed to hold the event at the Santa Monica Pier and Beach from
July 15-17, 2022. The event would feature baseball on the beach, music, interactive
games, free giveaways, baseball themed food and beverage, All-Star merchandise,
photo ops, sand sculptures and more, and would be free and open to all.
Specifically, MLB’s proposal, attached, envisions a number of activations on the Pier
Deck Parking Lot including pitching cages, e-sports, sponsor displays and games, an
MLB All-Star merchandise shop, food and beverage in conjunction with current Pier
tenant restaurants, and local music/DJ entertainment. The adjacent beachfront would
feature a “sand lot” baseball diamond for youth and celebrity games, temporary
bleachers for viewing, yoga, sand sculptures, and photo ops. In its proposal, MLB has
outlined a sustainability plan with a goal of a zero-waste event, a security plan to ensure
visitor and public safety, parking and transportation management including bike valet,
and close marketing coordination with local partners such as the Pier Corporation,
Santa Monica Travel & Tourism, and Downtown Santa Monica, Inc., to support Santa
Monica’s hospitality and retail businesses and ensure they benefit from the event.
The City’s Community Events Permit process and Site Guidelines do not currently allow
for events on the Santa Monica Beach during the peak summer months, in order to
preserve maximum access for beachgoers. Outside of summer, beach events are
required to have a “beach-related activity” such as beach sports as a primary
component. Accordingly, MLB’s proposal could only move forward under existing City
processes if it were limited to the Pier Deck Parking Lot, in which case the permit would
be administered by the Pier Corporation. Because MLB is seeking use of the adjacent
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beach area just south of the Pier Deck as part of its overall event site plan for the
festival, it cannot proceed solely via a Community Events Permit, and would instead
require a stand-alone License Agreement with the City.
In shaping its event proposal, MLB has engaged extensively with a number of relevant
City departments, including the Santa Monica Police Department, Public Works and its
Office of Sustainability and the Environment, Mobility and Parking staff within the
Department of Transportation, Economic Development/Pier Management, the
Community Events Team, the City Attorney’s Office, and the City Manager’s Office. City
staff have focused on coordination with MLB to align its event plans with key Council
and community objectives—including safety and security of the event site and
surrounding areas, environmental sustainability, planning for traffic management and
alternative mobility options, and supporting economic development for the City and local
businesses at the Pier and beachfront in particular. Staff is supportive because of the
potential economic impact and the opportunity to leave a lasting positive legacy for the
community and the City’s brand. MLB has also pledged to work with Santa Monica’s
youth baseball and softball leagues to tie the event to our local youth and inspire their
excitement for the sport. MLB has also worked closely with the Pier Corporation, which
would maintain primary responsibility for coordination and management of the event to
ensure compliance with City policies, and the Pier Lessees Association, and both
groups have been strongly supportive.
Direct economic benefits from the MLB All-Star Oceanfront festival to the City would
flow from a significant rental/event fee that would be subject to final negotiation with
MLB as part of the license agreement. The fee would be based on fees charged under
the Community Events Permit as well as through stand-alone license agreements such
as that of the Independent Spirit Awards for use of the 1550 Parking Lot, and staff
currently estimate a total fee of approximately $510,000 plus applicable City fees
including funds for a Parking and Traffic Management Plan, and any additional Beach
Maintenance supplemental cleaning services. Fees charged to MLB would ensure full
cost recovery for City service and staffing levels necessary to ensure a clean, safe, and
successful event. In addition, the event would generate revenue to the City via transient
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occupancy taxes, sales tax, and parking revenue from visitors who stay, dine, and shop
in Santa Monica while attending the event, as well as the MLB staff, contractors, and
sponsors who would dine and shop at Pier merchants during the week of the event
activation.
In addition, considerable benefit to the City’s brand, global visibility, and reputation
would accrue from one of its most iconic and picturesque locations being used as a key
event site related to a major, globally followed sporting event. This was demonstrated
as recently as February 2022 with the NFL’s Super Bowl LVI in Inglewood, for which
NBC Sports located one of its primary pre-game broadcast locations on the Santa
Monica Pier with a stunning backdrop of the iconic Ferris wheel and beachfront. Such
activations and brand enhancement provide long-term boosts to economic investment
and regional, national, and international tourism in Santa Monica. This activation will
also provide the City with relevant experience leading up to the 2028 Summer
Olympics, where the beach volleyball events are slated to be hosted at Santa Monica
Beach adjacent to the Pier.
Coastal Commission Approval
This event will likely require a Coastal Development Permit because it is located
between Memorial Day and Labor Day, pursuant to the Coastal Commission’s adopted
Guidelines for the Exclusion of Temporary Events from Coastal Commission Permit
Requirements, dated May 12, 1993. The City’s adopted 1992 Coastal Land Use Plan
would be the standard of review, in addition to the aforementioned guidelines, however,
the 1992 LUP does not contain any policies regarding temporary events.
Financial Impacts and Budget Actions
The direct financial impact for the City is not precisely known, but a substantial rental
and event fee would be paid to the City by MLB should Council authorize staff to
negotiate and execute a license agreement for this event, which would include full cost
recovery for City service and staffing impacts. The City’s portion of the established Pier
Deck rental fee for MLB’s proposed nine days of use would result in $132,000 in direct
income for the Pier Fund, which will be deposited in account 53700001.409850. Other
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revenues associated with the license agreement will be deposited in the Pier and Beach
Funds, as appropriate. Additional ancillary positive impacts would accrue through
additional transient occupancy tax, sales tax, and parking revenue, along with benefits
related to enhancement of the City’s brand and marketability to visitors.
Prepared By: Anuj Gupta, Assistant City Manager
Approved
Forwarded to Council
Attachments:
A. MLB All-Star Oceanfront Proposal July 15-17 2022
B. 2022 OAKS INITIATIVE FORM (MLB) (rev)
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2022 CITY OF SANTA MONICA PROPOSAL
February 2, 2022
We are submitting this RFP for the 2022 MLB All-Star Oceanfront
SUBMITTED BY: BERNIE GOON
SENIOR MANAGER, MLB
EVENT DATE: FRIDAY, JULY 15, 2022
SATURDAY, JULY 16, 2022
SUNDAY, JULY 17, 2022
LOCATION: SANTA MONICA PIER DECK PARKING LOT AND ADJACENT
BEACH SOUTH OF THE PIER DECK
3.J.a
Packet Pg. 435 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Organization Name: Major League Baseball
Event Names: 2022 MLB All-Star Oceanfront
Organization Contact: Bernie Goon
Event Contact: Bernie Goon
Carol Ann Lafferty
Event Dates: FRIDAY, JULY 15, 2022
SATURDAY, JULY 16, 2022
SUNDAY, JULY 17, 2022
Event Hours: Start Time 11:00AM (TBC)
End Time 7:00PM (TBC)
Hours apply to both the pier deck parking lot and beach
Expected Attendance: 8,000 per day or 24,000 total for the event
Proposed License Term: Tuesday, July 12 – Tuesday, July 19, 2022
Site Plan: Please see attached preliminary 2022 site plan for Pier Deck parking lot and
beach South of the Pier
About Major League Baseball:
Major League Baseball (MLB) is the most historic professional sports league in the
United States and consists of 30 member clubs in the U.S. and Canada, representing the
highest level of professional baseball. Led by Commissioner Robert D. Manfred, Jr.,
MLB remains committed to making an impact in the communities of the U.S., Canada
and throughout the world, perpetuating the sport's larger role in society and permeating
every facet of baseball's business, marketing, community relations and social
responsibility endeavors. MLB currently features record levels of competitive balance,
continues to expand its global reach through programming and content to fans all over
the world, and registered records in games and minutes watched this season on
MLB.TV. With the continued success of MLB Network and MLB digital platforms, MLB
continues to find innovative ways for its fans to enjoy America's National Pastime and a
truly global game. For more information on Major League Baseball, visit www.MLB.com.
About MLB All-Star Oceanfront:
MLB All-Star Oceanfront will kick off MLB All-Star Week and is a 3-day beach festival
where all can enjoy baseball on the beach, music, interactives, games, free giveaways,
baseball themed food and beverage, All-Star Game merchandise, photo ops, sand
sculptures and more. It’s an opportunity for fans of all ages to participate in the MLB All-
3.J.a
Packet Pg. 436 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Star festivities in Santa Monica from July 15-17, 2022. Entry to the event is free for
everyone.
The event footprint will consist of two adjacent locations. Current plans and activities are
below (subject to change).
1) Pier deck parking lot
a. Batting cages
b. Pitching cages
c. Esports
d. Make your own custom baseball card
e. Partner activations which may include product displays, games, samples
and giveaways
f. Official MLB All-Star Game merchandise retail location
g. Food and beverage in collaboration with the current restaurants on the pier
h. Music (daytime DJs and local performing artists)
2) Beach
a. Baseball diamond
i. Invite youth leagues from Santa Monica and LA area to participate in
games and clinics
ii. Host games that include a former player, celebrity fan and a Sandlot
legend
iii. Offer free play for beachgoers and fans to sign up to play on our
baseball diamond
b. Yoga
i. One 60 minute session each day for approximately 200 people
c. Photos ops
d. Sand sculpting
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Packet Pg. 437 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Food/Beverages:
MLB will work with the Santa Monica Pier Lessees Association to identify current tenants
who are interested in serving baseball themed food and beverage at the event on the
pier deck parking lot. Anheuser-Busch may potentially want to sell beer from one of their
portable bars and create a beer garden within the Taste of LA section of the pier deck
parking lot. Anheuser-Busch will look to work with a current tenant to have them pour
from their portable bar or from one of the restaurant patios that are adjacent to our
footprint (Albright, Rusty's and/or Seaside on the Pier). MLB is currently working with the
Santa Monica Pier Corporation and the City of Santa Monica to identify options.
Resource and Recovery & Recycling Plan:
Major League Baseball is planning to activate several sustainability initiatives at Santa
Monica’s Oceanfront during All-Star Week. MLB aims to align with Santa Monica’s goals
of making this event zero waste, water efficient, and carbon neutral, leaving the site in
the same condition as it was prior to the event. MLB plans to provide attendees with
options for locally sourced food, reusable water bottles and refill stations, and additional
opportunities to recycle. MLB plans to encourage and promote the use of alternative
transportation methods such as biking, walking, and public transit. MLB plans to have the
Green Team present in Santa Monica where, if possible, they will complete a volunteer
event (e.g., beach clean-up with Heal the Bay) as well as educate attendees on
sustainability best practices. Following the event, MLB intends to donate leftover food
locally and offset the energy & carbon usage associated with the oceanfront site.
We will use a private contractor that has been pre-approved by the City of Santa Monica.
We will have (80-100) trashcans, (1) 3-yards and (3-4) 20-yard dumpsters onsite.
Recycling bins will be placed throughout the event site. The private contractor will pick
up all dumpsters at the end of the event. The waste and recycled materials will be
separated. Janitorial staff all day and post-event close each day to empty and reset trash
cans
Building & Safety:
We will have one stage on the pier deck parking lot and the height is 42-48 inches.
We also plan to place some temporary bleachers on the beach for fans to enjoy the
baseball games.
• Bleachers: 2 rows in “L” formation / each approx. 96 LF
• 6 rows @ 96LF: 342 seats x 2 = 684 total
• 11 rows @96LF 627 seats x 2 = 1,254 total
• Load In Timing and Beach Conditions to determine which option can be used
3.J.a
Packet Pg. 438 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Accessibility Plan:
Tents are all ground level and ramps are built, if needed. We will supply ADA restrooms
on site.
Security:
• MLB will establish a secured zone for all MLB related activations
• Fans entering the secured zones will be screened prior to entering the secured
zone.
• MLB Security will contract with Contemporary Security Services (CSC) to provide
24hr security coverage for the event from load in to load out
• MLB Security will coordinate with the Santa Monica Police Department (SMPD)
and Emergency Medical Services to ensure the appropriate resources are present
for the event
• MLB Security will also have a representative on site or readily available to
respond to any security related incident along with contracted resident security
agents
Parking & Transportation Management:
MLB plans to work closely with the SMDOT to promote the use of public transportation
including the Metro Bike Share program to get to and around Santa Monica and our
event. MLB’s Marketing Plan will include transportation messaging to educate attendees
on and encourage them to utilize other forms of transportation to and from the event.
We plan to assist in communicating alternative parking lots by the way of signage and
offer bike valet during our event.
Neighborhood Communication
Bernie Goon and Carol Ann Lafferty will be the main contacts for all neighborhood
correspondences and will work closely with the City to alleviate any issues that may
arise.
Marketing
MLB Marketing will support the All-Star Oceanfront event at the Santa Monica Pier,
locally and regionally, through Owned & Operated assets and additional inventory
secured within the market.
We will continue to work closely with the SMPLA to support business on the pier pre,
during and post event. In addition, we will look to work closely with Santa Monica Travel
and Tourism on marketing the event, the city and the Santa Monica Pier which may lead
to additional overnight stays.
For partners who are interested in hosting hospitality events, we will recommend the use
of Third St Promenade and Downtown Santa Monica. We will discuss potential
opportunities with Downtown Santa Monica Inc.
3.J.a
Packet Pg. 439 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Production Timeline for 2022
Monday, July 11, 2022
City of SM to ensure the Pier deck parking lot is clear by EOD as install will begin at
8:00AM the following day.
Tuesday, July 12, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• Marking, Structures, Power, Lighting Towers, Dumpsters (or similar)
• 24 Hour Security onsite from Tuesday until the last day of strike
Wednesday, July 13, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• AV, Audio, Lighting, Furniture
• Sponsor and Vendor Load in
Thursday, July 14, 2022
8:00 am – 10:00 pm:
PIER DECK PARKING LOT
• Sponsor and Vendor Load In
BEACH
• Seating, Tech, Marking of Field, Photo Ops, Sand Sculpture Area, Rope off areas
Friday, July 15, 2022 - EVENT DAY
11:00 am – 7:00 pm (TBC)
• SMPD K9 Sweep with security (TBC)
Saturday, July 16, 2022 – EVENT DAY
11:00 am – 7:00 pm (TBC)
Sunday, July 17, 2022 – EVENT DAY
11:00 am – 7:00 pm (TBC)
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Packet Pg. 440 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Monday, July 18, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• Load out of Sponsor/Vendor elements, AV, Lighting, Furniture, Power, Structures.
8:00 am – 1:00 pm
BEACH
• Load out of all elements
• Return beach to the city by 1:00 pm
Tuesday, July 19, 2022
8:00 am – 10:00 pm
PIER DECK PARKING LOT
• Load out of structures and related elements
• Return lot to the city by 10:00 pm
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Packet Pg. 441 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
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Packet Pg. 445 Attachment: MLB All-Star Oceanfront Proposal July 15-17 2022 (5020 : Accept Proposal and Enter into Agreement with Major League Baseball
Please attach additional pages if more space is required.
CITY OF SANTA MONICA
OAKS INITIATIVE NOTICE
NOTICE TO APPLICANTS, BIDDERS, PROPOSERS
AND OTHERS SEEKING DISCRETIONARY PERMITS, CONTRACTS,
OR OTHER BENEFITS FROM THE CITY OF SANTA MONICA
Santa Monica’s voters adopted a City Charter amendment commonly known as
the Oaks Initiative. The Oaks Initiative requires the City to provide this notice and
information about the Initiative’s requirements. You may obtain a full copy of the Initiative’s
text from the City Clerk.
This information is required by City Charter Article XXII—Taxpayer Protection. It
prohibits a public official from receiving, and a person or entity from conferring, specified
personal benefits or campaign advantages from a person or entity after the official votes,
or otherwise takes official action, to award a “public benefit” to that person or entity. The
prohibition applies within and outside of the geographical boundaries of Santa Monica.
All persons or entities applying or receiving public benefits from the City of Santa
Monica shall provide the names of trustees, directors, partners, and officers, and names
of persons with more than a 10% equity, participation or revenue interest. An exception
exists for persons serving in those capacities as volunteers, without compensation, for
organizations exempt from income taxes under Section 501(c)(3), (4), or (6), of the
Internal Revenue Code. However, this exception does not apply if the organization is a
political committee or controls political committees. Examples of a “public benefit” include
public contracts to provide goods or services worth more than $25,000 or a land use
approval worth more than $25,000 over a 12-month period.
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. Therefore, if you are seeking a “public benefit” covered by the Oaks
Initiative, you must supply that information on the Oaks Initiative Disclosure Form. This
information must be updated and supplied every 12 months.
DocuSign Envelope ID: 8D215397-CFE9-4C75-8412-93422BB1FC99
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Packet Pg. 446 Attachment: 2022 OAKS INITIATIVE FORM (MLB) (rev) (5020 : Accept Proposal and Enter into Agreement with Major League Baseball for 2022
Please attach additional pages if more space is required.
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: ____________________
Office of the Commissioner of Baseball
Robert J. Manfred, Jr., Chief Executive Officer
N/A
Sarah Horvitz SVP & Head Counsel, Business and Technology
sarah.horvitz@mlb.com 212-931-7800
DocuSign Envelope ID: 8D215397-CFE9-4C75-8412-93422BB1FC99
03/03/2022 | 19:03:48 EST
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Packet Pg. 447 Attachment: 2022 OAKS INITIATIVE FORM (MLB) (rev) (5020 : Accept Proposal and Enter into Agreement with Major League Baseball for 2022