SR 12-12-2023 5F
City Council
Report
City Council Meeting: December 12, 2023
Agenda Item: 5.F
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To: Mayor and City Council
From: David Martin, Director, Administration
Subject: Authorize the City Manager to Enter into a License Agreement with Cirque du
Soleil
Recommended Action
Staff recommends that the City Council:
1. Adopt a finding of categorical exemption pursuant to Section 15301 (Existing
Facilities), Section 15304 (Minor Alterations to Land), and Section 15323 (Class
23 Normal Operations of Facilities for Public Gatherings) of the California
Environmental Quality Act (CEQA) Guidelines; and
2. Authorize the City Manager to negotiate and execute a license agreement with
Cirque du Soleil to use a portion of Lot 1N from October 1, 2024 to January 24,
2025.
Summary
In accordance with the 1550 PCH Parking Lot Cultural/Entertainment Event Policy, the
City issued a call for proposals for cultural or entertainment events in Lot 1-North
located at 1550 Pacific Coast Highway, the surface parking lot directly north of the Pier.
Cirque Du Soleil (Cirque) submitted a proposal for the 2024-2025 event season for its
"Kooza" production. The total occupation period, including move in and tear down,
would be October 1, 2024 through January 24, 2025, with performances from October
22, 2024 to Jan 5, 2025 (approximately 10 weeks). Cirque du Soleil is a Canadian
entertainment company founded in 1984 that produces world-renowned fixed and
traveling circus arts shows featuring acrobatic and artistic performances. Cirque first
performed next to the Santa Monica Pier in 1987. More recently, Cirque has staged
productions in 2009, 2012 and 2014.
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The proposed rental fee revenue to the Beach Fund for Cirque’s 2024-2025 season is
estimated to be $1,547,882, derived from a square foot fee for the amount of space
occupied plus the amount to cover lost parking revenue. Funds would directly support
beach operations and maintenance. Additional anticipated economic benefits to the
City include patron parking revenues at the City’s parking structures, purchase of local
supplies and services by Cirque for its operation, accommodations for its staff and
performers, increased collateral spending by Cirque visitors in local restaurants, hotels
and other businesses and the generation of additional sales and transient occupancy
taxes. To mitigate potential impacts to neighboring businesses on the Pier, Cirque
proposes to provide direct and in-kind assistance in addition to other mitigation
measures.
Discussion
The Council-approved 1550 Lot Cultural/Entertainment Event Policy was initiated as a
means to enliven the beachfront and attract visitors during the slower times of the year.
It was also intended to offer unique cultural and entertainment opportunities to the
community and to generate economic benefits for the City as well as tourism and
hospitality sectors.
The City issued a Request for Proposals (RFP) in June 2023 and received three
responses by the deadline from Cirque du Soleil, Spirit Awards and LA Wine and Food
Festival. The evaluation panel consisted of representatives from Santa Monica Travel
and Tourism, Santa Monica Pier Corporation, Office of the City Manager, and Office of
Pier Management. The evaluation panel reviewed and rated the proposals using the
evaluation criteria published in the RFP. Key considerations for the evaluation panel in
the review of the proposals included the degree to which an event offers a unique
cultural or entertainment experience, demonstrates clear measurable economic benefit
to the City and local businesses, including Pier lessees, contributes to the Beach Fund,
addresses traffic and parking impacts, and minimizes environmental impacts. The
Independent Spirit Awards and LA Wine & Food Festival sought a February 12 to March
8, 2024 occupancy in the 1550 lot and Council authorized the negotiation of a license
agreement on November 14, 2023.
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As part of the review and assessment of the Cirque’s proposal, the evaluation panel
asked for more specific information and raised a number of issues in several key areas
that needed to be addressed including: the initial timeframe proposed by Cirque, the
need for comprehensive marketing and hotel packaging, more details on parking and
transportation, and efforts to address neighboring business and residential impacts. The
evaluation panel requested certain modifications to Cirque’s proposal to better align with
the objectives of the extended event’s policy. This resulted in Cirque’s shifting its
proposed timeframe from spring/summer to the City’s off-peak visitor period of
fall/winter as well as several other adjustments to better address concerns expressed by
stakeholders further described below.
Based on Cirque’s responses and commitment to have conditions incorporated into a
license agreement, staff has determined that the proposal as presented below is
responsive to the key criteria and will provide clear economic benefit to the City and
local businesses, and enhance the Santa Monica brand and attractiveness as a major
event venue -- contingent upon full execution of the recommended license agreement
conditions and mitigations as outlined in the Key Terms and Proposed Mitigation section
of this report.
At its July 25, 2023 meeting, Council Item 16 -C directed the City Manager to “explore
and propose policy and regulatory changes needed to elevate Santa Monica’s
attractiveness as a major event venue. Positioning Santa Monica as a sought-after
location to attract both local and international events would facilitate the City’s ability to
proactively capitalize on several upcoming opportunities and support local businesses,
stimulate economic recovery, further promote tourism, and provide new revenue
sources to fund community programs and services for Santa Monica residents”.
Cirque has earned a reputation as a producer able to deliver world-class cultural and
entertainment shows. Cirque’s return could provide new opportunities for the City’s
businesses to showcase themselves especially during the holiday season as well as
deliver a positive and memorable experience for the community as Cirque’s production
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in Santa Monica is geared not only for tourists, but for those who live and work here.
Cirque would also be required to develop and gain City approval of a comprehensive
Parking and Traffic Management Plan that could be used as a model for other large
events the City hopes to attract in the future.
Following Cirque’s 2009 Santa Monica stay, the City commissioned an economic impact
study which concluded the net fiscal benefit in the City was approximately $16.7 million
(equivalent to $22.5 million in 2023 dollars) including direct and indirect economic
benefit such as the rental fee income to the Beach Fund; spending by visitors in
restaurants, hotels, shopping, parking and transportation; creation of additional
employment opportunities during the period of the event; and hotel room and local sales
tax revenue generated from those attending the event. The 2009 economic impact
study noted $130,000 in sales and transient occupancy tax increases to the General
Fund. For the Pier, the study reported Cirque generated an overall net gain for pier
businesses as well, predominately for food and beverage businesses, however
entertainment businesses saw a 1 percent reduction in revenues during the period of
Cirque’s occupation. Cirque’s commitment and efforts to provide economic gains to the
City as a whole as well as to Pier merchants, especially those who in the past may have
sustained negative impacts, are described below.
Key Terms and Mitigation Measures
• The site Occupation Period will run from October 1, 2024 to January 24, 2025.
• The Performance Period will be from October 22, 2024 to January 5, 2025, with
shows Wednesday through Sundays (dark Mondays and Tuesdays).
• Cirque will occupy a similar footprint as in 2014 as shown in Attachment C.
• In addition to the site rental fee, Cirque will also be responsible for the payment
of fees for all permits, licenses and services required to support the event.
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• Cirque will update and follow the Parking and Traffic Management Plan as
approved by the City which may include, measures not limited to shuttling guests
from off-site parking to the site, designating Uber and Lyft drop-off points and
collaboration with Big Blue Bus and Metro to incentivize guests to use public
transit. The City’s mobility team will work with Cirque on updating and developing
new transportation demand strategies that can be tested and refined in advance
of the upcoming reconstruction of the Pier Bridge in 2025 and the Summer
Olympics in 2028. These efforts can help to reduce future parking and traffic
impacts for major events. Also, since Cirque’s prior visit to Santa Monica, the
emergence of ridesharing and the arrival of the Expo light rail has reshaped the
transportation landscape. Furthermore, the City increased parking inventory
within the 1550 lot when a new paved section known as the Deauville site was
added in 2020.
• Cirque will commit, whenever possible, to implement a “Buy Local” policy for all
its products and services while performing at the Santa Monica Pier.
• Cirque will comply with all sustainability requirements and practices including a
recycling and food waste program and other environmental and conservation
measures.
• Cirque will comply with all noise regulations and will utilize noise monitoring
devices to ensure compliance. Performances will also conclude no later than
10:00pm.
• To address neighborhood questions and impacts, Cirque will establish an on-site
representative from set-up through demobilization to responsively handle
information requests, complaints and monitor noise.
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Cirque has agreed to the following additional business accommodations which will
be incorporated into the proposed License Agreement:
• Cirque commits to investing $300,000 in the local media, including print and
outdoor advertising. These local expenditures include but are not limited to local
Public Relations, media stunts, and activities with the Santa Monica Pier
Corporation (SMPC), SM Travel and Tourism (SMTT), as well as the Santa
Monica Chamber of Commerce and Downtown Santa Monica (DTSM).
• Cirque will commit to cross promotions with the SMPC, Pier tenants, and SMTT
and integrate special Pier/local partner offers on the Cirque website including the
ability for guests to make ‘add-on’ purchases from Pier businesses that wish to
participate. For example, when purchasing a ticket, a guest would be able to
purchase certificates for a meal or activity on the Pier. If a guest chose to
purchase ‘add-ons’ Cirque would remit the revenue to the businesses. Cirque
will also commit to provide tickets to partners and tenants for their own marketing
and public relations efforts.
• Cirque will commit to using a 3rd party vendor to facilitate package deals with
hotels and tickets to encourage guests to ‘stay a while’.
• Cirque will provide a grant of $50,000 to the SMPC that will support free
community programing on the Pier and have artists perform Pier visits prior to
and during the show’s run.
• Cirque will provide a grant of $100,000 to the SMPLA to use at their discretion.
• Cirque will work with Pacific Park on cross promotions and value-added
partnerships.
• Cirque will continue its partnership with the Police Athletic League (PAL) and
other local organization supporting students and at-risk youth.
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• Cirque will offer various ticket price points including discounted children’s tickets,
and family package tickets.
Outreach and Commission Action
Public outreach included Cirque’s presentation to the Santa Monica Pier Lessee
Association (SMPLA) on October 3, 2023, and a presentation to the Santa Monica Pier
Corporation (SMPC) Board of Directors on November 20, 2023. Attendees at the SMPC
board included board members, a representative from the SMPLA and representatives
from Pacific Park. A notice was sent to residents and businesses in the area inviting
them to the meeting but no residents or other businesses were in attendance.
SMPLA’s representative shared that it opposes Cirque’s return. Its preference was for
the production to conclude and leave the lot prior to the winter holiday season or locate
instead to the Santa Monica Airport. Both requests were evaluated by Cirque
representatives as difficult to accomplish due to significant operational and logistical
issues. The SMPLA position was that their support for the return of Cirque could only
occur with certain accommodations, some of which have been accepted by Cirque and
are described in the staff report and proposed to be incorporated into the License
Agreement as conditions of performance.
The Santa Monica Pier Cart Association, at their meeting on November 14, 2023, voted
to unanimously support the Cirque du Soleil return after concluding the greater good for
the business economy as a whole outweighed concerns.
While the SMPC board did not make a motion to forward to Council, board members
expressed many concerns about Cirque’s proposed stay including the reduced parking
availability for pier visitors and the potential negative impacts on Pier businesses
including on its own organization. A concern was expressed that the SMPC could be
setback financially even with the $50,000 grant from Cirque if they could not book as
many event rentals on the Pier deck during the same period. Other members hoped the
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Pier Corp could be made whole if there was a loss of revenue attributed to Cirque’s stay
and that Cirque and the tenants could continue to have more discussions.
Environmental Review
The agreement for Cirque events is categorically exempt pursuant to Section 15301
(Class 1 - Existing Facilities), Section 15304 (Class 4 - Minor Alterations to Land), and
Section 15323 (Class 23 - Normal Operations of Facilities for Public Gatherings) of the
California Environmental Quality Act (CEQA) guidelines. Section 15301 provides
exemption (Class 1) for the operation, repair, maintenance, or minor alteration of
existing public or private structures or facilities, involving negligible or no expansion of
use. Section 15304 (Class 4) provides exemption for the temporary use of land having
no permanent effect on the environment. The events qualify as a Class 1 and Class 4
exemption as they would occur on an existing parking lot that the City will license for a
temporary use, involving no expansion of an existing use. Section 15323 exempts the
normal operations of existing facilities for public gatherings for which the facilities were
designed, where there is a past history of the facility being used for the same or similar
kind of purpose. The existing lot 1N (1550 PCH) Parking lot has been previously used
for special events, and therefore, the proposed agreement for the event is categorically
exempt from CEQA.
Past Council Actions
Meeting Date Description
7/25/2023 Approved Item 16 C Request by Mayor Davis, Mayor Pro Tem
Negrete and Councilmember Zwick that the City Council direct
the City Manager to explore and propose policy and regulatory
changes needed to elevate Santa Monica's attractiveness as a
major event venue. Positioning Santa Monica as a sought-after
location to attract both local and international events would
facilitate the City’s ability to proactively capitalize on several
upcoming opportunities and support local businesses, stimulate
economic recovery, further promote tourism, and provide new
revenue sources to fund community programs and services for
Santa Monica residents.
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Financial Impacts and Budget Actions
There is no immediate financial impact or budget action necessary as a result of the
recommended action. Staff will return to Council if specific budget actions are required
in the future. The City will receive $1,547,882 in revenues for the use of lot 1N.
Revenues will be deposited in Beach Fund Account 11700001.415290. Any budget
adjustments will be incorporated as part of the FY 2024-25 Exception-based Budget
process, which will be presented to Council in May 2024.
Prepared By: Elana Buegoff, Pier Administrator
Approved
Forwarded to Council
Attachments:
A. 7/25/2023 Item 16-C (Web Link)
B. Economic Impact Report 10.11.10
C. Proposed Footprint
D. Signed_OAKS_INITIATIVE_2023
E. Written Comments
F. PowerPoint Presentation
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ReportEconomic Impact of Cirque du Soleil on pqthe City of Santa MonicaPdfPrepared for:City of Santa MonicaPrepared by:Prepared by:Economics at AECOM &Lauren Schlau ConsultingJune 9, 2010Revised October 11, 2010gProject No. 184755.F.bPacket Pg. 133Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Executive Summary5.F.bPacket Pg. 134Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Executive Summary - Cirque du Soleil Economic Impact
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Executive Summary
Background
In recent years the City of Santa Monica has initiated booking various large scale special
events to support the city’s economic development and cultural arts goals.
The City Council adopted a policy and guidelines authorizing licensing a portion of the 1550
PCH lot for extended periods. The Council determined that during off-peak periods, booking
events near the Santa Monica Pier that target a regional market was an effective way to
draw a larger audience to the area and thereby boost Pier attendance as well as to provide
needed revenue for beach maintenance and other public beach amenities. Such events
have included the first North American run of Canada’s Cirque du Soleil in 1987, regular
Cirque du Soliel runs between 1987 and 1999, as well as the Ashes and Snow photography
experience in 2006. The City recently contracted for a return of Cirque du Soleil (CDS), to
perform from October 16 – December 20, 2009.
These events have in common their location, on the 1550 PCH Beach Lot just north of the
famed Santa Monica Pier. The 1550 Lot is a primary parking lot for the Santa Monica Pier
and for beach goers. The event venues eliminate a portion of the lot’s available parking.
Recognizing this issue, the City included parking mitigations in their licensing agreement
with CDS. CDS patrons were directed to alternative parking, with free shuttle service, in the
Civic Center structure or the 2030 Beach lot, a few blocks from the Pier. Pier and beach
visitors were directed to additional parking at the Civic Center area (former Rand Lot) across
from the Pier. In addition to the parking mitigation efforts, CDS provided a variety of
marketing promotions and funds to assist the Pier and Santa Monica Convention and Visitor
Bureau.
Many Santa Monica businesses support the return of CDS, recognizing that it generates
economic and community benefits. However, some of the Pier lessees were concerned that
the reduced 1550 Lot parking, despite the City’s parking mitigation strategies noted above,
would displace its visitors and reduce visitation during the three month CDS run and
occupation of the 1550 Lot. One such key Pier tenant was Pacific Park, which expressed
concern about potential negative financial impact on its business due to the loss of parking
immediately adjacent to the Pier.
As such, when approving the CDS license agreement, the City Council directed staff to
conduct an economic impact study of the CDS 2009 production run. The City selected and
retained the consulting team led by Economics at AECOM (AECOM) to analyze the net
economic impact and fiscal benefits of CDS’s 2009 performance run of “KOOZA”. The
AECOM team includes Lauren Schlau Consulting (LSC), retained to conduct a visitor
intercept survey during the “KOOZA” event.
Purpose of the Study
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Packet Pg. 135 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Executive Summary - Cirque du Soleil Economic Impact
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The City of Santa Monica retained Economics at AECOM to conduct a comprehensive
economic impact study of hosting CDS taking into consideration both positive and negative
impacts, based on actual visitor data collected during the event period.
In undertaking this study, the City and related parties sought to understand:
• Overall net economic impacts of the CDS event, including revenues to the City,
income to the Pier lessees, and overall economic impacts to the Santa Monica
economy;
• The demographic and visitor profile of CDS and Pier visitors;
• Whether CDS attracted a broader cross-section of patrons to Santa Monica than
would visit otherwise; and,
• To what extent did CDS’s occupation of the 1550 Lot impact Pier visitors’ parking
experience.
Analysis Approach
The consultant team has devised an analysis methodology that is objective and transparent
with the primary aim of answering the questions posed by the City and the Pier Lessees.
One of the challenges in an analysis that attempts to quantify the impact of ‘lost revenues’ is
the fact that there is no direct way one can quantify the visitors that ‘did not come’.
Additionally, any ‘lost business’ inventory maintained by individual businesses are
inconsistent to be used in a comprehensive model. As a result the team’s approach to the
project involves a creative and robust analytical framework that relies upon consistent data
sources. The analysis framework includes the following components to arrive at the final
conclusions.
a. On-Site and Online Survey – AECOM, with the help of LSC conducted a series of
surveys targeted specifically at Pier and CDS visitors. The purpose of the survey
was to understand the profile of event patrons, Pier visitor experiences and spending
patterns. Approximately 300 on-site surveys were conducted at the Santa Monica
Pier during November and December of 2009. These interviews were spread out
during different days of the week and different time of day as well as varying
locations on the Pier. In addition an online survey was conducted of more than
1,200 CDS attendees in two waves. A key outcome of the survey was determining
the magnitude of sales at the Pier and within Santa Monica that can be attributed to
unique CDS visitors.
b. Collect CDS Operating Expenditures – AECOM collected information on the CDS
expenditures as part of the “KOOZA” event. These were adjusted to account for
expenditures that were locally spent by CDS in the City of Santa Monica as well as
direct fiscal contributions by CDS to the City. These include expenses related to
local contractors, local labor and wages, utilities and other purchases, catering and
accommodation etc.
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Packet Pg. 136 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Executive Summary - Cirque du Soleil Economic Impact
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c. Gross Economic Impacts – The findings of the above two steps allow us to define
the gross economic and fiscal impacts resulting from the CDS event on the City of
Santa Monica. While the survey provides an estimate of spending by CDS patrons
in the City of Santa Monica (at the CDS event, the Pier and elsewhere), the
additional data provides us with the direct expenditures incurred by CDS as part of
its event operations. Appropriate economic multipliers are applied to these direct
impacts to estimate indirect and induced impacts. AECOM has used the IMPLAN
input-output model to derive economic multipliers. Note that this impact number is
not adjusted for any potential loss in revenues that Pier businesses may have
suffered during the event period.
d. Establish Baseline Performance of Pier Businesses – AECOM collected actual
sales information shared by the Pier Lessees with the City (using appropriate
confidentiality protocols) over the past five years. This information was used to
establish a baseline performance threshold for Pier businesses. In effect this
baseline is the order of magnitude expected business volume of Pier Businesses in
the absence of CDS during the months of September through December of 2009.
e. Determine Change from Baseline – Comparing actual sales at the Pier to the
anticipated baseline sales for the event period calculated from previous years’
trends, provide the net change in baseline revenues resulting from CDS. The net
change must be adjusted for sales attributed to CDS patrons (from the survey), to
estimate the change in baseline (non-CDS) revenues during the event period.
f. Define Net Economic Impacts – Net economic impacts are generated by adjusting
the gross impacts calculated earlier for any net reduction of revenues as indicated in
the step above.
g. Qualitative Assessment of Impacts – Although the quantitative analysis is able to
determine the overall impacts on the City and the Pier, it is unable to define any of
the nuanced implications of the event to the individual businesses located on the
Pier. It is unlikely that the impacts are evenly distributed across all businesses and
are likely to vary by type of business, their location on the Pier and other factors.
The consultant team met with Pier Lessees individually and as a group to understand
the event impacts on their individual businesses. The qualitative information
gathered through these meetings, interviews and written communications are
included as part of this report.
5.F.b
Packet Pg. 137 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Executive Summary - Cirque du Soleil Economic Impact
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Summary of Key Findings
Survey Findings
The on-site and online surveys were able to uncover a number of key characteristics of Pier
and CDS patrons, their spending patterns, and perceptions of the overall experience in the
City of Santa Monica.
A key finding of the survey was that the CDS attendee and the typical Pier visitor were
distinctly different in many respects. Additionally, the survey found that although the share
of CDS visitors spent selectively at the Pier was small, those who did spend had a much
greater per capita expenditure compared to the typical Pier visitor. Another key finding was
that parking was a much lesser concern among the visitors surveyed, both at the Pier and at
CDS. Finally, an overwhelming majority of the respondents found their experience in Santa
Monica to be extremely satisfying and would visit again.
In terms of visitor origin, the typical Pier
visitor came from further away compared
to the typical CDS attendee. Almost 84
percent of CDS attendees came from Los
Angeles County compared to only 50
percent of Pier visitors. In addition, 20
percent of CDS visitors were actually
Santa Monica residents, compared to only
6 percent of Pier visitors. Given the $100
ticket price, CDS visitors were older and
higher income compared to the typical
Pier patron.
Approximately 86 percent of CDS
attendees stated that CDS was their main
purpose. When this survey figure is
applied to the estimated 180,000 actual
CDS visitors, CDS induced a total of
155,000 visitors to Santa Monica, and of
those 21 percent, or 38,600 visitors ended
up visiting the Pier as well – this reflects
the induced visitation to the Pier as a
result of the “KOOZA” event. Of these
CDS attendees who also went to the Pier,
60 percent ended up spending at the Pier. On a per capita basis, spending was comparable
between CDS attendees who visited the Pier and visitors whose main purpose was to visit
the Pier, $29.80 and $30.60 respectively. However, if you consider the per group
expenditure of only those who spent money, CDS groups spent $98.50 relative to $75.00 by
Pier visitor groups.
Activities at the Pier were significantly different for visitors whose main purpose was to
attend CDS versus visitors whose main purpose was to come to the Pier. As would be
6%
46%
20%
16%
12%
Pier Visitor Residence
City of Santa Monica
Other City within Los
Angeles County
California outside L.A.
County
Another U.S State
outside California
Country outside the U.S.
20%
64%
13%
2%0%
Cirque Visitor Residence
City of Santa Monica
Other City within Los
Angeles County
California outside L.A.
County
Another U.S State
outside California
Country outside the U.S.
Source: LSC, AECOM
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Packet Pg. 138 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Executive Summary - Cirque du Soleil Economic Impact
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5.0%
15.6%
27.8%
22.0%
13.2%
5.0%
4.8%
3.8%2.7%
Cirque Visitor Parking Locations
On the Pier
1550 Beach Lot
Civic Center parking
structure
2030 Beach Lot (# 4 South)
(Ocean at Bicknell)
Other parking structure or
lot
Santa Monica Place mall
On the street or elsewhere
Surface lot across Ocean
Avenue
Another SM Beach parking
lot
expected, those mainly visiting the Pier engaged in many more activities on the Pier than
those who mainly attended CDS, however far more of the CDS attendees ate at Pier
restaurants than did mainly Pier visitors. The most significant difference in Pier activities
was for Pacific Park where 32 percent of Pier goers went as opposed to only 3 percent of
CDS attendees.
Clearly, the “KOOZA” event provided an opportunity to showcase the Pier and the City to a
higher end ‘close to home’ market with some potential for repeat visitation. However given
their demographic profile, the primary capture of visitor spending from these patrons is in the
eating and drinking category, especially in sit down restaurants.
While it was presumed that parking would be a major inconvenience for Pier visitors, due to
the closure of the 1550 lot, the survey results did not indicate parking availability next to the
Pier was a deterrent to a majority of the Pier visitors. Certainly, the survey could not
account for people who did not come at all or decided to turn back after seeing a lack of
parking or congestion. The survey also did not account for lost business from special
events, film crews, performances which were not booked due to a lack of parking. That
said, over three quarters (79%) of Santa Monica Pier visitors who drove, indicated that
parking was easier or about the same than when they usually park at the Pier. Only 4
percent of Pier visitors surveyed reported that they typically park at the 1550 lot and were
displaced to another location.
According to the survey, more Pier visitors parked in the 1550 Lot during the CDS
performance than usually parked there. Additionally, 80 percent of CDS visitors parked in
locations other than the 1550 Lot and Pier Lot.
Pier Visitor Parking Locations during Cirque
Relative to Usual Parking Locations
Source: LSC, AECOM
0%20%40%60%80%100%
Usual
Parking
Location
Parking
Location
During
Cirque
On the Pier 1550 Beach Lot
Civic Center parking structure 2030 Beach Lot (# 4 South) (Ocean at Bicknell)
Other parking structure or lot Santa Monica Place mall
On the street or elsewhere Surface lot across Ocean Avenue
Another SM Beach parking lot
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Packet Pg. 139 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Executive Summary - Cirque du Soleil Economic Impact
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Gross Economic Impacts
Gross economic impacts from the CDS event are driven by three specific components
• Direct onsite impacts from CDS
o CDS operating expenditures, adjusted for local spending
o ‘In tent’ spending by CDS patrons
• Direct offsite expenditures by CDS attendees at the Pier and elsewhere in Santa
Monica
The above direct expenditures are organized by spending categories and appropriate
economic multipliers are applied to determine gross impacts to the city of Santa Monica. In
order to make conservative estimates of the impacts, AECOM uses the expenditure
approach and does not include ticket revenues as a local impact to the city of Santa Monica.
Onsite Impacts
CDS spent a total of $4.2 million as part of their operations in the City of Santa Monica.
Approximately 40 percent of this amount included event organization and management
related expenditures such as rent to the City, public safety costs, traffic and parking
management plan and shuttle services. It also included a $100,000 grant to the Pier for the
Centennial Celebration and $100,000 to Pacific Park to assist in marketing.
In addition, the survey data reveals that CDS attendees spent an average of $18.45 per
capita at the event. This results in an ‘in tent’ spending of $3.2 million throughout the event
period. Adjusting this amount for retail margins to account for local spending the total direct
impact of ‘in tent’ visitor spending is $2.1 million in the City of Santa Monica.
Total direct or on-site impact from CDS is $6.3 million. Of this amount $1.3 million
was paid as earnings to employees supporting an equivalent of 42 jobs in annualized
terms.
Offsite Impacts
CDS attendees spent $4.6 million elsewhere in Santa Monica in addition to what they spent
at the event. CDS visitor spending by category is presented in the figure below:
ONSITE DIRECT IMPACTS
Output Earnings Jobs
Cirque Expenditures $4,170,000 $490,000 12
In‐Tent Visitor Spending $2,100,000 $770,000 31
Total Direct Impact $6,270,000 $1,260,000 42
Source: AECOM
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Packet Pg. 140 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
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Of this total, Santa Monica Pier captured a little under 20 percent, while the remainder of the
expenditures occurred elsewhere in Santa Monica and for parking.
After further adjusting for local retail margins, the total direct impact from offsite
spending in the City of Santa Monica is estimated to be $4.4 million, with $1.6 million
in wages generating 59 jobs in annualized terms.
Total Gross Impacts
Combining the above two components, the total direct impact from the CDS event to the
City of Santa Monica is approximately $10.7 million. These direct impacts generated an
additional $6.5 million of indirect and induced economic activity in the City of Santa Monica
with total gross economic impact of $17.2 million. Of this total impact approximately $5.3
million was in wages supporting 156 annualized jobs.
$61,000
$100,000
$604,000
$172,000
$14,000
$251,000
$344,000
$420,000
$2,636,000
Transportation
Rides, Arcade Games, & Other
Entertainment
Gifts, Souvenirs, and Other Retail
Parking
Santa Monica Accomodations
Food and Beverage
Santa Monica Revenues Generated by Cirque Attendees
Pier and Pacific Park
Remaining Santa Monica
OFFSITE DIRECT IMPACTS
Output Earnings Jobs
Pier & Pacific Park $710,000 $260,000 11
Santa Monica $3,330,000 $1,210,000 47
Parking $320,000 $110,000 1
Total Direct Impacts $4,380,000 $1,570,000 59
Source: Economics at AECOM
GROSS TOTAL IMPACTS
Direct Impacts +
Indirect &
Induced Impacts = Total Impacts
Output $10,650,000 + $6,530,000 = $17,200,000
Earnings $2,830,000 + $2,400,000 = $5,250,000
Jobs 101 + 55 = 156
Source: AECOM
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Fiscal Impacts
The event also resulted in a substantial fiscal benefit to the City of Santa Monica. The
largest portion of fiscal impacts came from the rental contribution by CDS of $955,000 for
use of the 1550 Lot. With adjustment, we include total direct benefits of $920,000 and
$130,000 in other induced sales taxes, transient occupancy taxes and other taxes.
CDS produced a total fiscal impact of $1.1 million, which can be directly attributable
to the special event.
Reduction in Economic Activity and Net Impacts
In aggregate, the businesses located at the Santa Monica Pier generated approximately $40
million in total revenue in 2009. This was a 4 percent increase from the previous year even
when the overall economy shrunk by 2.5 percent (in terms of GDP) during the same period.
It is, however, not uncommon for local attractions, such as seaside piers, to have improved
performance during economic downturns. These attractions provide a more economical
alternative to more expensive theme parks and out of town trips, and are able to capture a
larger share of local residents during harder economic times. In addition to the economy the
weather also plays a major role in Pier activity, especially the number of warm weekend
days and holidays.
To better understand the Pier’s revenue patterns, AECOM indexed Pier monthly revenues
over the last five years to the annual average for each corresponding year. This annual
index provides for better comparison of monthly revenues and adjusts for year over year
increase in revenues. As shown in the chart below, Pier revenues show a strong
seasonality almost identical across all years.
FISCAL IMPACTS
Source Receipts
Direct Benefits from Cirque du Soleil $920,000
Tax Benefits
Sales Tax Receipts $60,000
Transient Occupancy Tax Receipts $60,000
Additional Taxes $10,000
Subtotal Tax Benefits $130,000
Total Fiscal Impacts to the City of Santa Monica $1,050,000
Source: AECOM
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The above chart clearly shows:
• Summer is the best time for the Pier with revenues peaking in July.
• March, April, May and September represent average revenue months.
• October through February are low revenue months.
• There is a steep decline in revenues between August and September, marking the
end of summer.
Undoubtedly, the months during which the CDS event was held were the historically low
performing months for the Pier. During these months, the index shows about average
performance in September and December 2009 relative to other years. October 2009 is
slightly higher than other years and November 2009 is marginally lower than other years.
To estimate the net impact of CDS during the months of September through December in
2009, AECOM looked at the variation of revenues for these months from the monthly
average for the year over the 2005 to 2008 period. Comparing the historic data to 2009
data showed a net positive variation of approximately 3 percent in 2009. This translates to
approximately $420,000 and represents the net impact of CDS on Santa Monica Pier
businesses. We already know that the Pier did well in 2009, the question is - Could Pier
businesses have done better without CDS? We then compared this net impact to the
survey findings, which show that CDS visitors spent approximately $800,000 at the Pier, a
number considerably higher than the net impact based on historic trends.
This means that CDS did displace approximately $380,000 in sales from the Pier, but
more than compensated for the loss by generating a substantial amount of visitor
expenditures by its patrons who visited the Pier, creating a net gain of $420,000 to
Pier businesses. This net gain in sales at the Pier would not have been possible
without CDS.
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Impact on Individual Businesses
Although CDS generated a significantly positive economic impact to the City of Santa
Monica and the Santa Monica Pier, the economic analysis presents these impacts in an
aggregate basis. There is considerable variation in the manner to which different
businesses along the Pier have been impacted. Confidentiality issues pertaining to revenue
data prevents this report from making specific comparisons, but AECOM looked at broader
retail categories at the Pier and interviewed Pier businesses to better understand the
nuanced impacts.
• Between 60 to 70 percent of purchases by CDS attendees were in the food and
beverage category. The direct beneficiaries of this expenditure pattern were Pier
restaurants.
• In addition, given the demographic profile of CDS attendees, higher-end restaurants
would have fared better. This is empirically confirmed by most Pier businesses.
• Pier based entertainment, on the other hand, did not cater to the demographic profile
of the CDS visitors. As a result these businesses were not able to capitalize greatly
on the event.
Based on AECOM’s analysis of historic information, restaurants at the Pier performed 9
percent better during the CDS event than it would have otherwise, while entertainment
businesses at the Pier experienced a 1 percent reduction in revenues during the CDS period
than they would have otherwise.
Pier Lessee Input
The report also synthesizes the qualitative feedback from Pier lessees.
In line with the quantitative analysis, Pier tenants described restaurants achieving increased
volume from CDS while other businesses may have had some reduction in volume.
However, even among restaurants the overall benefit of CDS varied. Tenants believed that
it did bring a different demographic, but for some tenants, such as the entertainment
businesses, it was not the appropriate market for their business.
Businesses had several concerns with the CDS event, primarily the loss of parking as well
as disillusionment with attempts to market Pier businesses to CDS ticket purchasers.
Several Pier tenants reported that the 1550 Lot was important to attract special events and
nightlife customers. Other businesses put in substantial effort working with CDS on
marketing efforts that were ineffective in that they did not win CDS business or did not bring
in a desirable level of additional customers.
While not all businesses benefited directly from the CDS event, a few businesses thought
CDS brought a substantial amount of positive attention to the Pier and that this was good for
the Pier’s long term reputation. Also, more than one tenant described how different events
at the Pier impacted different businesses. This tenant described how filmings did not benefit
their retail business or the restaurants along the Pier, but that they believed it was positive
for a wide audience to become familiar with the Pier.
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Conclusions
• As shown below, the net economic impact generated by CDS’s “KOOZA” performance
to the city of Santa Monica was $16.7 million. Of this total impact approximately $5.1
million was in wages supporting 151 annualized jobs. CDS is a significant contributor to
the Santa Monica economy.
• CDS generated a total fiscal impact directly to the City of Santa Monica of $1.1 million.
• An estimated 156,000 visitors were induced to Santa Monica for the main purpose of
attending CDS. Of these visitors, 40,000 also visited the Pier during their trip.
• Isolating the impacts to the Pier, CDS generated a net impact of $420,000 to Pier
businesses, even after adjusting for displaced sales. This net gain in sales at the Pier
would not have been possible without CDS.
• CDS attracted a distinctly different market demographic to the Santa Monica Pier. They
were older, with higher incomes, and lived much closer to Santa Monica.
• An overwhelming majority of visitors had an enjoyable experience at the Pier and would
return.
• Despite the City’s parking mitigations, parking was still viewed as a significant issue by
businesses along the Pier. However, parking was not an issue among the Pier visitors
surveyed. Over three quarters of Pier visitors who drove, indicated that parking was
easier or about the same that when they usually park at the Pier. Approximately half of
CDS attendees parked in the allotted Civic Center structure or 2030 Beach Lot and only
5 percent parked at the Pier.
SUMMARY OF ECONOMIC AND FISCAL IMPACTS
Economic Impacts
Output
(Millions)
Earnings
(Millions) Jobs
Gross Impacts $ 17.2 $ 5.3 156
Displaced Sales1 ‐$ .5 ‐$ .2 ‐5
Net Economic Impact $ 16.7 $ 5.1 151
Fiscal Impacts
Source
Direct Benefits from Cirque
Tax Benefits
Total Fiscal Impacts
Source: AECOM
$920,000
$130,000
$1,050,000
Receipts
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• Based on input from Pier businesses, most businesses did not believe they benefited
from co-marketing efforts. The study demonstrates that CDS generated a positive net
impact to the Pier, but even Pier businesses who felt like they benefited from the CDS
presence did not believe the co-marketing efforts, themselves, generated significant
benefits.
• While 25 percent of CDS attendees visited the Pier, and 60 percent spent money, their
spending was largely at restaurants, with only 24 percent spending any money at
entertainment venues.
• As mentioned above, CDS generated a positive net impact to Pier businesses, but the
impact on specific types of businesses along the Pier differed. Entertainment
businesses had a 1 percent reduction in revenues during the September through
December 2009 period attributable to CDS, while restaurants had a 9 percent increase
in revenues and even within categories, impacts differed.
• Some Pier lessees did not reap direct benefit from the event; the direct marketing
assistance provided by CDS should be better focused to help these businesses preserve
their existing customer base during the event.
• On the whole, special events like Cirque du Soleil have significant near term and long
term benefits to Santa Monica’s tourism economy. Besides the obvious economic and
fiscal benefits to the City, co-location of such a globally publicized event with a tourist
icon like the Santa Monica Pier can yield intangible benefits for the Pier and the City
over the long term that have not been quantified in this analysis. While the manner in
which Pier businesses and special events coexist can be improved upon continually,
these events are important for the City, its economy, and the overall quality of life of its
residents.
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I. Introduction5.F.bPacket Pg. 147Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionOverview >>• The consulting team, led by Economics at AECOM*, was retained by the City of Santa Monica to analyze the net economic impact and fiscal benefits of the Cirque du Soleil’s 2009 performance run of “KOOZA” on the city of Santa Monica. • Cirque du Soleil operated a run of the theatrical performance “KOOZA” between October 16, 2009, and December 20, 2009 and occupied a portion of the beach parking lot immediately to the north of the Santa Monica Pier from September2009 and occupied a portion of the beach parking lot immediately to the north of the Santa Monica Pier from September 14 through December 22nd. The event was welcomed by a number of local businesses as it was expected to provide an increased opportunity to capture from a broader visitor base. However, there was concern by some of the businesses located on the Pier that, despite mitigation measures put in place, there may be a negative impact from Cirque, primarily attributed to the loss of adjacent parking. •To better understand the overall impacts of Cirque du Soleil’s“KOOZA”in Santa Monica, the City of Santa MonicaTo better understand the overall impacts of Cirque du Soleil s KOOZA in Santa Monica, the City of Santa Monica retained Economics at AECOM to conduct a comprehensive economic impact study of hosting Cirque du Soleil (CDS) taking into consideration all positive and negative impacts, based on actual visitor data collected during the event period. • To understand the full picture, this study utilized primary research as well as additional secondary data sources. Lauren Schlau Consulting (LSC) conducted a field survey of 300 pier visitors and an online survey of 1,270 CDS attendees between November and December 2009, documenting Pier and CDS visitor behavior and spending characteristics. Inputs from the survey, as well as revenue and sales data from the City of Santa Monica and Pier businesses were used by Economics at AECOM to develop the net economic impacts and fiscal benefit estimates. • This report presents the findings of this analysis, considering both the positive impact of CDS to the Pier and City of Santa Monica as a whole, as well as potential reductions in economic activity to the City of Santa Monica and Pier as a result of the CDS 2009 operations.Page 4*Formerly known as Economics Research Associates5.F.bPacket Pg. 148Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionOverview >> Background of CDS in Santa Monica• In recent years the City of Santa Monica has booked a number of large scale special events to support the City’s economic development and cultural arts goals. To accommodate such special events, the City Council adopted a policy authorizing licensing a portion of the 1550 PCH Beach parking lot (1550 Lot) gpp g ( )for extended periods to provide revenue to the Beach Fund. – It determined that during off-peak periods, booking events in the large beach lot was an effective means to satisfy the community demand for local cultural events as well as to generate needed beach maintenance funds through visitor spendingspending. • The 1550 PCH lot is located just north of the famed Santa Monica Pier, adjacent to the beach and to Pacific Coast Highway, and within walking distance of Santa Monica’s Palisades Park and downtown Santa Monica. It serves as a parking lot for the Santa Monica Pier, beach, and other visitors. • A number of annual events have been held in the 1550 Lot across the last two decades. Events have included the first North American run of Canada’s now legendary Cirque du Soleil in 1987, subsequent CDS performances every two years until 1996, and CDS performances in 1996, 1997, and 1999. C lit i h i il t CDS h ld t th l t iCavalia, an equestrian show similar to CDS, was held at the lot in 2004; and in 2006, the Ashes and Snow photography experience was held in the 1550 Lot.Page 55.F.bPacket Pg. 149Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionOverview >> CDS’s 2009 Performance Run of “KOOZA”• CDS returned in 2009 with its show “KOOZA”, which ran from October 16 – December 20, the subject of this report. KOOZA, similar to the other events at the 1550 Lot, required temporary structures to be erected on the lot thereby eliminating portions of available parking. • City of Santa Monica’s License Agreement required CDS to pay rent for the space and also required CDS to pay all City costs and services associated with the event including police services for crowd/traffic control fire safety officers eventcosts and services associated with the event including police services for crowd/traffic control, fire safety officers, eventlicensing/liaison and location supervision, parking staff, utility charges, sanitation services, and custodial/maintenance services.• City of Santa Monica’s License Agreement with CDS included several parking mitigation strategies and other marketing assistance intended to help the Pier and other Santa Monica businesses, generally:T iti t th ki i t i b i i d b h i it h d t th 1550 L t di t d–To mitigate the parking impacts on pier businesses, pier and beach visitors who drove to the 1550 Lot were directed to alternate parking in the nearby Civic Center lot or the 2030 Ocean Beach lot, both of which provided free shuttle service. – CDS attendees could access parking information through a link on the CDS website to the City of Santa Monica website, where parking and directions were given specific to performance time and day. –Strong cross-promotion with the Pier Restoration Corporation (PRC) and Pier tenants to provide value-added offers (i.e. restaurant promotions and rebates) on the CDS website during the entire sales period, beginning March 2009, along with email bulletins sent to the 490,000 Cirque Club members in California and 1.6 million worldwide.Page 65.F.bPacket Pg. 150Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionOverview >> CDS Support and Concerns • Public input to the City included support from the City’s restaurants and hospitality sectors regarding opportunities for increased economic benefits to their businesses from CDS, especially in light of the current economic downturn. • While parking mitigation measures were put in place, Pacific Park, a major Pier lessee, and the Pier Aquarium expressed concern about a possible negative financial impact on its business due to the temporary loss of parking immediately adjacent to the Pierimmediately adjacent to the Pier.• Given these concerns, the City retained the consultant team to complete an objective assessment of the impacts of the CDS’s 2009 occupation of the 1550 Lot. Page 75.F.bPacket Pg. 151Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionOverview >> Study Description• The consulting team undertook a comprehensive study to quantify both the positive impact of CDS to the Pier and City of Santa Monica as a whole, as well as any reductions in economic activity to the city of Santa Monica and Pier as a result of the CDS 2009 operations. The report evaluates:– Overall net economic impacts of the CDS event, including revenues to the City, income to the Pier lessees, and overall economic impacts to the Santa Monica economyoverall economic impacts to the Santa Monica economy– The demographic and visitor profile of Cirque du Soleil and Pier visitors – Whether CDS attracted a broader cross-section of patrons to Santa Monica than would visit otherwise, and– To what extent did CDS’s occupation of the 1550 Lot impact Pier visitors’ parking experience.Project Team• The consultant team was led by Economics at AECOM, formerly known as Economics Research Associates. Economics at AECOM has over 50 years experience in the visitor and attraction industry and is considered the industry leader in the specialized field of economic planning for recreation and entertainment projects. Based in Los Angeles, Economics at AECOM has completed numerous economic impact studies for attractions, events, theme parks, convention centers and ll d ti ti E i t AECOM f d th i d fi l i t l i f thi t dlarge-scale destinations. Economics at AECOM performed the economic and fiscal impact analysis for this study.• Lauren Schlau Consulting (LSC), based in downtown Los Angeles, specializes in consulting and market research related to economic development, and has extensive experience working with cities, visitor bureaus, attractions and special events throughout Southern California. LSC was responsible for overseeing the market research process and performed the patron analysis of this study.Page 85.F.bPacket Pg. 152Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionOverview >> Study DescriptionReport• This report highlights the key findings of the survey and economic impact analysis. Additional detailed information can be found in the Appendices.•Section I presents an overview of the study and background on the CDS’s Terms and Conditions•Section I presents an overview of the study and background on the CDS s Terms and Conditions.• Section II, Key Survey Results, describes the findings from the survey that relate to building a general profile of CDS visitors and Pier visitors, parking and the specific survey points, purpose of visit, and spending that are inputs into the economic impact analysis. – The full survey report is included in Appendix I and includes the detailed tables that describe visitor activities, characteristics and CDS visitor’s experience at “KOOZA” in fullcharacteristics, and CDS visitor’s experience at “KOOZA” in full.• Section III, Economic Impact Analysis, describes the net impacts to the city of Santa Monica’s economy. It presents an overview of economic impacts and presents the economic impact results. This section first evaluates the gross economic impacts due to CDS’s 2009 operations and then looks at any potential reduction in economic activity as a result of these operations. This section also highlights direct inputs from Pier Lessee’s regarding the impact of CDS.A tli fth i i t thdl b f di A diII–An outline of the economic impact methodology can be found in Appendix II.– Detailed tables documenting the derivation of the total economic impacts can be found in Appendix III.• Section IV, Fiscal Impact Analysis, describes the revenues to the City of Santa Monica. This evaluates the direct benefits from leasing the 1550 Parking Lot and other revenues from taxes generated by CDS attendee’s spending.•Section V briefly summarizes the economic and fiscal impact results•Section V briefly summarizes the economic and fiscal impact results.Page 95.F.bPacket Pg. 153Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionBackground >> Cirque du Soleil (CDS) License Agreement Terms and Conditions• The City of Santa Monica’s License Agreement allowed Cirque du Soleil (CDS) to operate on the 1550 Lotfrom October 16through December 20, 2009, occupying approximately 721 of the total 1,017 spaces in the 1550 Lot. • The License agreement included several terms and conditions to maximize the benefits of the CDS’s presence in Santa Monica for the City, businesses, and residents.Economic Terms• City of Santa Monica’s License Agreement required:– CDS to pay $955,000 in rent for the space;– Contribute 25 percent of gross parking revenues for use of the Civic Center lot until the lot improvement costs were recouped and 100 percent, thereafter;– Make a substantial contribution for the Pier Centennial;– Also required CDS to pay all City costs and services associated with the event including police services for crowd/traffic control, fire safety officers, event licensing/liaison and location supervision, parking staff, utility charges, sanitation services, and custodial/maintenance services.,Parking Mitigations• CDS was responsible for improving a portion of the Civic Center lot (former Rand lot) for public parking that was made available to Pier and beach visitors.• To mitigate the parking impacts on Pier businesses, Pier and beach visitors who drove to the 1550 Lot were directed to lt t ki i th b Ci i C t l t th 2030 O B h l t b th f hi h id d f h ttl ialternate parking in the nearby Civic Center lot or the 2030 Ocean Beach lot, both of which provided free shuttle service. • CDS attendees could access parking information online through a link on the CDS website directing them to the City of Santa Monica website, where discounted parking and directions were given specific to performance time and day. CDS patrons were directed to park in either the Civic Center Parking Structure or the 2030 Beach lot; free shuttle service to and from the CDS tent was available from each location.Page 10• Email to CDS patrons in the event of high projected demand due to overlapping Pier and CDS events.• Provide traffic control officers before and after the shows at specified locations.• Provide attended bicycle valet parking in the 1550 lot.5.F.bPacket Pg. 154Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionBackground >> Cirque du Soleil (CDS) License Agreement Terms and ConditionsMarketing Conditions• The License Agreement outlined a list of marketing efforts to encourage strong cross promotion with the Santa Monica Convention and Visitors Bureau (CVB), Pier Restoration Corporation (PRC) and Pier tenants, to include:–Offering Pier merchants the first opportunity to develop special offers to CDS ticket holders; gppypp ;– Offering a Pacific Park opt-in package on the Santa Monica page of the CDS website for park entrance at a discounted price provided by Pacific Park;– Reciprocal links on the CDS website to the Pier and CVB;– Value-added destination packages to be sold through the CVB;– Public relations collaboration around the Pier Centennial, including promotion in CDS advertising material and e-messages to the 1.6 million worldwide Cirque Club members about Centennial Pier events;– Development of a process to allow for coordinated scheduling and planning with the PRC and Pier lessees in cases of overlapping large events; Placement of a temporary ticket booth on the Pier deck if permitted by available technology;–Placement of a temporary ticket booth on the Pier deck, if permitted by available technology;– Targeting of $300,000 of marketing funds for local media buys;– Development of a catering RFP for Pier tenants to serve the VIP functions; offering opportunities to Pier tenants to provide concession products and services.Neighborhood Impacts and Community OutreachNeighborhood Impacts and Community Outreach• Establishing a representative contact in Santa Monica on a regular basis beginning at the time of ticket sales and provide an onsite representative from the date of set-up to handle information requests and complaints.• Monitoring of noise during the event periods. • Preparation and distribution of a Community Newsletter.Page 11• Forging educational partnerships.5.F.bPacket Pg. 155Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
I. IntroductionBackground >> Cirque du Soleil (CDS) License Agreement Terms and ConditionsMeeting the Conditions of the License Agreement• To assist the Pier with marketing efforts, CDS provided a $100,000 grant to the Pier’s Centennial Celebration, provided $100,000 of in-kind support to the Pier Centennial, and provided $100,000 to Pacific Park to assist in marketing.•All requested parking mitigations were implemented. The former RAND Lot was improved and Pier and beach visitors qpgg ppwere directed to this lot. Prepaid discounted parking and free shuttles were offered to CDS patrons in the Civic Center Structure and 2030 Beach lot. • CDS worked with the CVB and offered discounted tickets to Santa Monica businesses which were offered through the CVB website. A number of Third Street Promenade and Ocean Avenue businesses took advantage of these tickets and offered dinner, parking, and CDS ticket packages.• CDS developed a catering RFP to serve the VIP functions. A Pier lessee did not win the bid. However, CDS contracted with one Pier lessee to provide snacks within the tent.• CDS complied with the provisions that were outlined in the License Agreement, but, as will be described in the Pier Lessee Input Section, the cross promotion outcomes were mixed.Page 125.F.bPacket Pg. 156Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey Results5.F.bPacket Pg. 157Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsOverview of Survey >>• A key element of this study is the primary research, performed by Lauren Schlau Consulting (LSC). LSC conducted a survey analysis to obtain direct visitor spending data and to better understand the overall Cirque du Soleil (CDS) and Pier attendee profile, and visitation dynamics.• Questions addressed by the survey include: – What was the demographic profile of CDS attendees and Santa Monica Pier visitors? Who was the target audience of each venue and to what extent were their demographics and visitation complementary?– What were the economic impacts to Santa Monica by Santa Monica Pier visitor and CDS attendee spending during that specific visit?–Did this event attract a broader cross-section of patrons to Santa Monica than would visit otherwise offeringDid this event attract a broader crosssection of patrons to Santa Monica than would visit otherwise, offering marketing opportunities for the City and for its venues? – To what extent did the CDS location at the 1550 Lot impact Pier/Pacific Park parking and attendance? • The following section first provides a brief outline of the survey process and then highlights those data points most pertinent to understanding the overall impact of CDS on the Pier and Santa Monica. First, we review the overall profile of CDS visitors and Pier visitors then we highlight thosedata points that will be inputs into the quantitative economicof CDS visitors and Pier visitors, then we highlight those data points that will be inputs into the quantitative economic impact analysis, induced visitors and visitor spending. • A full report on the findings of the market research can be found in Appendix I.Interviews and Survey•After reviewing background data on Santa Monica special events, CDS and Pacific Park performance and related data, ggp ,p,survey interviews were conducted. The survey data encompasses:– On-site interviews with 302 CDS and Pacific Park patrons at the Santa Monica Pier (Pier) between November and December of 2009. 56 percent were interviewed at the entrance to Pacific Park and 44 percent were interviewed at the Carousel area.–An on-line survey of 1 265 CDS ticket-purchasers (from an e-mail list of purchasers provided by CDS) in mid-Page 14An online survey of 1,265 CDS ticketpurchasers (from an email list of purchasers provided by CDS) in midDecember.5.F.bPacket Pg. 158Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsOverview of Survey >>• Survey data was cross-tabulated based on several segments, including : visitors’ main purpose, area of residence, age, income, performance time, overnight visitor or day visitor, and previous visitation to Santa Monica. – While each segment’s data was reviewed, we focus primarily on visitors whose main purpose for coming to Santa Monica was either CDS or the Pier in this report.• The sample variance of the total 1,567 on-site and on-line interviews is 2.5 percent (at 50 percent response), at the 95 percent confidence level1.– The 302 respondents interviewed on-site at the Santa Monica Pier have a sample variance of 5.6 percent (at 50 percent response), at the 95 percent confidence level.–The 1 265 CDS attendee respondents interviewed on-line have a sample variance of2 8 percent (at 50 percentThe 1,265 CDS attendee respondents interviewed online have a sample variance of 2.8 percent (at 50 percent response), at the 95 percent confidence level.• Interview data was collected by groups, the response data were weighted to represent responses for individuals rather than for groups then analyzed to develop the behavior and demographic profile.Sample Survey TablePier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100100-199200+ Base: Respondents 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187A city or area within Los Angeles County 59.9% 46.4% 64.3% 0.0% 100.0% 0.0% 0.0% 0.0% 55.5% 61.2% 60.8% 61.7% 57.0% 59.2%Age Income (*$1,000) (q1A) Where do you reside?TotalMain Purpose ResidenceSanta Monica16.6% 6.3% 19.9% 100.0% 0.0% 0.0% 0.0% 0.0% 11.2% 18.6% 17.0% 12.1% 16.2% 24.9%In California outside L.A. County14.2% 19.7% 12.9% 0.0% 0.0% 100.0% 0.0% 0.0% 16.9% 13.5% 13.5% 14.0% 18.2% 11.6%In another U.S State outside California5.7% 16.0% 2.4% 0.0% 0.0% 0.0% 100.0% 0.0% 8.7% 4.9% 4.6% 8.5% 4.4% 3.2%In a country outside the U.S.3.6% 11.6% 0.4% 0.0% 0.0% 0.0% 0.0% 100.0% 7.7% 1.8% 4.1% 3.6% 4.1% 1.1%Comparing to 'Total'Tested to 0.95 significance level.COLOR Indicates significantly higher/lower value from the comparison.pgWeighted by group size1At the 95% confidence level and 2.5% sample error for the 50% response level, means that on an average of 19 times out of 20 (or 95 times out of 100), the sample proportion obtained will be within 2.5% of the true value, that is responses falling within the range from 47.5% to 52.5%, will be statistically comparable. 5.F.bPacket Pg. 159Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsProfile of Pier and CDS Attendees >>• As mentioned above, the survey report includes data by various groupings, but for the purpose of the economic impact analysis we focus primarily on those visitors whose main purpose for coming to Santa Monica was either CDS or the Pier. – 71 percent of total respondents indicated their main purpose for being in Santa Monica was to see CDS, 14 percent were mainly visiting the Pier and 15 percent were drawn to Santa Monica for other reasonswere mainly visiting the Pier, and 15 percent were drawn to Santa Monica for other reasons. – The higher number of CDS respondents is to be expected given the high number of on-line CDS respondents surveyed and is not indicative of preference.• This section present a summary of the characteristics of Santa Monica and CDS main purposevisitorsAudience Attracted by Residence and Demographics• The table on the next page displays the residence and demographic data based on the survey.• While there was some overlap, the Santa Monica Pier attracted a greater share of non-local visitors, whereas a high share of CDS attendees were Santa Monica and Los Angeles County residents.gy– 84 percent of CDS visitors resided in Los Angeles County, and almost 20 percent of this number were from the City of Santa Monica.– Approximately 50 percent of Pier visitors were from Los Angeles County with only 6 percent from Santa Monica. The other half included, 20 percent from areas outside of Los Angeles, but within California, 16 percent from other states within the US, and 12 percent international.,p• Given the higher share of Los Angeles area residents, a much higher percentage of CDS attendees, 83 percent, had visited Santa Monica in the past year versus 55 percent of mainly Pier visitors. Page 165.F.bPacket Pg. 160Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsProfile of Pier and CDS Attendees >>• In line with those figures, more CDS visitors, 56 percent, had visited the Pier in the last 12 months relative to Pier visitors, 48 percent, suggesting that up to 44 percent of CDS attendees could be potential new Pier visitors.• CDS’s audience was of much higher income, older and less ethnically diverse than the Pier visitor. –The higher income of the CDS visitor is not surprising given the CDS’s $100 ticket price.gpgg$p• Overall, CDS likely had far less impact in attracting out-of-county visitors to Santa Monica than did the Pier. However, with the 17 percent of CDS attendees who had not visited Santa Monica in the past twelve months, it can be assumed that a small market of additional older, more upscale patrons were attracted to Santa Monica due to CDS.Main PurposeVisited Santa Monica (past 12 months; non-SM resident)75.60% 55.40% 82.70% Country outside the U.S.3.60%11.60%0.40% Total L.A. County76.50%52.70%84.20% California outside L.A. County14.20%19.70%12.90%& Purpose Another U.S State outside California5.70% 16.00% 2.40%Total Pier/PP CirqueSingle adult29 70%39 50%25 80%Visit Pacific Park 1.90% 11.80% 0.00%Main Purpose Today: See Cirque du Soleil71.30% 0.00% 100.00%Visit the Santa Monica Pier14.20% 88.20% 0.00%Visited Santa Monica Pier in past 12 months (all respond) 55%48%56%Avg. Number of past visits to Santa Monica Pier3.42.73.5Avg. Number of past visits to Santa Monica11.013.5913.72Residence &Asian/Asian American8.20% 7.90% 8.00%Caucasian63.10% 59.60% 64.70%Hispanic/Latino12.70% 19.30% 11.10%26.00% 18.00% 28.30%Median age of respondent43.14 31.75 46.23emopgraphicsSgeadut29.70%39.50%25.80%Household: Married/partnered couple with children28.80% 29.80% 29.40%Household: Married/partnered couple without childrenPage 17 Source: LSCRespondent %: Male46.70%49.60%44.90%Median household annual income$100,985 $66,667 $109,891 Respondent %: Female53.30%50.40%55.10%African/African American3.00%4.40%2.60%De5.F.bPacket Pg. 161Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsProfile of Pier and CDS Attendees >>EtiStMittOther Activities in Santa MonicaActivities in the Santa Monica • Overall, 25 percent whose main purpose was attending CDS did visit the Santa Monica Pier the day they attended CDS. Ab thlf ifl dt iitthShop/browseSee Cirque du SoleilJust walk around/sightsee/hang outVisit the Santa Monica PierEat in a Santa Monica restaurantCDSPier–About one-half were influenced to visit the Pier solely because they saw the Pier from the CDS area. – Had the event been staged elsewhere in the city likely fewer would have visited the Pier and surroundsVisit friends or relatives/personal Go to the Santa Monica BeachGo to Pacific ParkGo to 3rd Street PromenadeShop/browseand surrounds. • Respondents also had other purposes than the Pier or CDS:– Among Pier visitors, 50 percent were there to stroll, 32 percent also went to Pacific Park, 29 percent named the Pier as another purposeGo to a Santa Monica night club or barGo to Main Street/Farmers MarketGo to Montana AvenueBike/skate/stroll along the boardwalkpercent named the Pier as another purpose, 10 percent went to CDS, and 10 percent were there to shop. Only 3 percent of Pier visitors had “no” other than their main purpose. – Among CDS visitors, 35 percent also ate out in Santa Monica restaurants, 25 percent0% 10% 20% 30% 40% 50%Other ActivitiesNo other venues/activitiesConduct Business or attend a meetingin Santa Monica restaurants, 25 percent visited the Pier, 15 percent named CDS, 14 percent were just walking around, 10 percent went to 3rdStreet, while 3 percent also went to Pacific Park. Of these attendees, 31 percent said they had “no” other than their main purpose that dayPage 18main purpose that day.Source: LSC, AECOMCDS = Cirque du Soleil Visitors Pier = Pier Visitors5.F.bPacket Pg. 162Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsProfile of Pier and CDS Attendees >>Santa Monica Pier Activities and Ratings• As would be expected, those mainly visiting the Pier engaged in many more activities on the Pier than those who mainly attended CDS, however far more of the CDS attendees ate at Pier restaurants than did mainly Pier visitors. •The most significant difference in Pier activities was for Pacific Park where 32 percent of Pier goers visited versus only 3•The most significant difference in Pier activities was for Pacific Park where 32 percent of Pier goers visited versus only 3 percent of CDS attendees.• The Santa Monica Pier experience was rated highly by those mainly visiting the Pier and those mainly attending CDS. In fact, somewhat surprisingly, the Pier was rated highest by the highest income group.– Of all respondents who visited the Santa Monica Pier, 77 percent found the experience very or extremely enjoyable, while only 5 percent found it not enjoyable The overall mean rating was 4 03 (out of 5) or “very enjoyable ”while only 5 percent found it not enjoyable. The overall mean rating was 4.03 (out of 5), or “very enjoyable.”– Those mainly visiting the Pier rated their experience slightly higher than CDS visitors, at 4.19 versus 3.94 for those mainly attending CDS, both in the “very enjoyable” range.– For the 5 percent of Pier visitors with an unenjoyable Pier experience, 37 percent cited difficulty parking. While parking was the main reason stated, it equates to less than 2 percent of all Pier visitors surveyed.Top Activities on SM Pier Just stroll/sightsee62.90%51.50%66.50%TotalMain PurposePier/PP Cirque Play games at the Playland Arcade16.40% 32.70% 8.50% Eat at the Pacific Park food outlets15.00% 24.60% 11.10% Ride rides at Pacific Park21.00% 37.80% 12.30% Browse or shop at Pier shops20.30% 17.90% 20.20%28.80% 22.00% 35.40% Play games at Pacific Park24.10% 43.90% 13.10%Activity/g62.90%51.50%66.50% Eat at a Pier restaurant/snack shopPage 19 Source: LSC5.F.bPacket Pg. 163Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsProfile of Pier and CDS Attendees >>Spending• Pier visitors and CDS attendees had a wide economic impact not only on their respective main venues but throughout the city, particularly by those for whom CDS was their main purpose. Overall, 87 percent of all respondents regardless of their purpose spent money in Santa Monica the day they were there:– Overall, 73 percent of groups who went to CDS spent in the tent and spent an average of $33 per group– 71 percent of all groups who went to the Pier spent on the Santa Monica Pier and spent an average of $59 each– 42 percent of all groups spent elsewhere in Santa Monica that day and spent an average of $56 each. This figure excludes money spent at CDS or along the Pier.•Spending will be reviewed more closely at the end of Section IISpending will be reviewed more closely at the end of Section II.% Spent money at Cirque du Soleil (per all groups who sent to Cirque)72.60%63.00%71.80%TotalMain PurposePier/PP CirqueSpending72.60%63.00%71.80%Average Spent at Cirque du Soleil (per all groups who went to Cirque)$32.53 $29.67 $32.48 % Spent money in Santa Monica area 70.50%83.80%62.50%Average Spent at Santa Monica Pier (per all groups who went to the Pier)$58.57 $56.99 $61.20 % Spent money at Santa Monica Pier (per all groups who went to the Pier) Source: LSCAvg. spent for parking (per car)$5.84 $4.73 $6.29 % Spent money in Santa Monica area (per all groups)41.60% 17.60% 42.70%Average Spent in Santa Monica excluding Cirque and Pier Spending (per all groups)$55.79 $36.64 $51.89 Page 205.F.bPacket Pg. 164Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsProfile of Pier and CDS Attendees >>Parking• As most respondents, 91 percent, arrived in Santa Monica (or to their venue) by driving, conveniently located and available parking would be an important factor in their experience. •80 percent of CDS visitors parked in parking lots other than the 1550 Beach Lot or the Pier•80 percent of CDS visitors parked in parking lots other than the 1550 Beach Lot or the Pier.• 25 percent of Pier visitors parked on the Pier the day of the survey, comparable to the percentage of Pier visitors who usually park there, 20 percent used another unspecified site, 13 percent used Santa Monica Place. Of note, 11 percent of Pier visitors reported parking at 1550 PCH that day while only 4 percent of Pier visitors reported that they usually park there.• Over three-quarters or 79 percent of regular Santa Monica Pier visitors and who drove that day indicated parking was easier (26%) or about the same (53%) than when they usually park at the Pier. Conversely, 22 percent said parking was somewhat or much more difficult. The mean rating was 2.97 (4 = easiest to 1 = much more difficult).• Of all respondents who drove, 35 percent reported that parking in general has no impact/not a problem when they visit Santa Monica. On the Pier1550 Beach LotCivic Center parking structure2030 Beach Lot (# 4 South) (Ocean at Bicknell)Other parking structure or lotSanta Monica Place mallOn the street or elsewhereSurface lot across Ocean AvenueAnother SM Beach parking lot5.0%4.8%3.8%2.7%Cirque Visitor Parking LocationsOn the Pier1550 Beach LotCivicCenterparkingPier Visitor Parking Locations during CDS Relative to Usual Parking LocationsParking Location During Cirque15.6%27.8%13.2%5.0%Civic Center parking structure2030 Beach Lot (# 4 South) (Ocean at Bicknell)Other parking structure or lotSanta Monica Place mallOn the street or elsewhere0%20%40%60%80%100%Usual Parking Location22.0%Surface lot across Ocean AvenueAnother SM Beach parking lotSource: LSC, AECOM5.F.bPacket Pg. 165Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Eat at the Pacific Park food outlets 15.00% 24.60% 11.10%
% Spent money at Cirque du Soleil (per all groups)72.60% 63.00% 71.80%
Browse or shop at Pier shops 20.30% 17.90% 20.20%
Play games at the Playland Arcade 16.40% 32.70% 8.50%
Play games at Pacific Park 24.10% 43.90% 13.10%
Ride rides at Pacific Park 21.00% 37.80% 12.30%
62.90% 51.50% 66.50%
Eat at a Pier restaurant/snack shop 28.80% 22.00% 35.40%
Visit Pacific Park 8.70% 32.30% 3.40%ActivityTop Activities on SM Pier
Just stroll/sightsee
Other Purpose(s) Today: See Cirque du Soleil 20.20% 10.20% 14.70%
Visit the Santa Monica Pier 29.30% 28.80% 24.70%
Visit the Santa Monica Pier 14.20% 88.20% 0.00%
Visit Pacific Park 1.90% 11.80% 0.00%
Avg. Number of past visits to Santa Monica Pier 3.4 2.7 3.5
Main Purpose Today: See Cirque du Soleil 71.30% 0.00% 100.00%
Avg. Number of past visits to Santa Monica 11.01 3.59 13.72
Visited Santa Monica Pier in past 12 months (all respond) 55% 48% 56%
Seen Cirque du Soleil perform live (before “Kooza”)86.20% 72.20% 86.30%
Visited Santa Monica (past 12 months; non-SM resident)75.60% 55.40% 82.70%
Another U.S State outside California 5.70% 16.00% 2.40%
Country outside the U.S.3.60% 11.60% 0.40%
76.50% 52.70% 84.20%
California outside L.A. County 14.20% 19.70% 12.90%Residence & Purpose City of Santa Monica 16.60% 6.30% 19.90%
Other City within Los Angeles County 59.90%46.40%64.30%
Total L.A. County
Total
Main Purpose
Pier/PP Cirque
II. Key Survey Results
Profile of Pier and Cirque Attendees >>
Source: LSC
Respondent %: Female 53.30%50.40%55.10%
Respondent %: Male 46.70%49.60%44.90%
African/African American 3.00%4.40%2.60%
Median household annual income $100,985 $66,667 $109,891
Hispanic/Latino 12.70%19.30%11.10%
Asian/Asian American 8.20%7.90%8.00%
Median age of respondent 43.14 31.75 46.23
Caucasian 63.10%59.60%64.70%
28.80%29.80%29.40%
Household: Married/partnered couple without children 26.00%18.00%28.30%
% in party under age 18 28.20%32.30%27.50%DemopgraphicsSingle adult 29.70% 39.50% 25.80%
Household: Married/partnered couple with children
Travel party: couple 39.90% 32.90% 42.30%
Travel party: family group (2+ people)36.80% 36.00% 36.90%
Lodging: Hotel/motel/hostel 73.30% 84.10% 71.10%
Lodging: Private residence of friends/family (unpaid)23.30% 13.60% 22.20%
4.50% 10.20% 2.40%
# days stayed overnight 2.75 3.43 2.22
Parking & Visitor DataMean rating: easy (4) – difficult (1) to find parking 2.97 3.02 2.95
# hours in Santa Monica that day (day visitors only)4.59 3.51 4.66
% staying overnight in Santa Monica
Average Spent in Santa Monica (excl. Cirque or Pier /group)$55.79 $36.64 $51.89
Avg. spent for parking (per car)$5.84 $4.73 $6.29
Average Spent at Santa Monica Pier (per all groups)$58.57 $56.99 $61.20
% Spent money in Santa Monica area (excl. Cirque or Pier/
)
41.60%17.60%42.70%
$32.53 $29.67 $32.48
% Spent money at Santa Monica Pier (per all groups)70.50% 83.80% 62.50%SpendingAverage Spent at Cirque du Soleil (per all groups)
5.F.b
Packet Pg. 166 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
II. Key Survey ResultsInputs to Economic Impact Analysis >> Induced Visitors• Many visitors participated in more than one activity while in the Santa Monica area, but for the economic analysis we want to isolate the economic impacts of those visitors whose sole purpose in the area was CDS, i.e. without CDS’s presence in Santa Monica, these visitors would not be in the area. All of these induced visitors impacts at CDS and within Santa Monica can be directly attributable to CDS’s presence.By comparing the visitors whose main purpose was CDS to all CDS visitors we are able to estimate the induced–By comparing the visitors whose main purpose was CDS to all CDS visitors we are able to estimate the induced CDS visitors.– 1,300 respondents went to CDS performance, while 1,100 said CDS was their main purpose for being in Santa Monica.– From there were are able to look at the number of induced visitors who also went to the Pier and Pacific Park.• The table below identifies the share of CDS attendees who were induced to the area due to CDS and the share of those visitors who also visited the Pier.Survey PopulationTotal Survey Respondents 1,567 % fTlCirque VisitorsRespondents% of Ttl Cirque VisitorsTotal Survey Respondents who went to Cirque1,309 100%Survey Respondents Whose Main Purpose was Cirque1,131 86%Survey Respondents Whose Main Purpose was Cirque and went to the Pier279 21%Survey Respondents Whose Main Purpose was Cirque and went to Pacific Park 38 3%Pier Visitors Respondents% of Ttl Pier VisitorsTotal Survey Respondents who went to the Pier 655 100%Survey Respondents Whose Main Purpose was the Pier 228 35%Source: LSC, AECOMPage 235.F.bPacket Pg. 167Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsInputs to Economic Impact Analysis >> Per Capita Spending Estimates• In the economic impact analysis, we utilized the average spending per group data from the survey to estimate a per capita spending figure for each category.– To calculate per capita spending, per group spending figures are divided by the amount of people the spending was reported for*. • The figure below represents the average group and per capita spending across those who visited the Pier.All Main Purpose All Main Purpose SegmentsPierCirqueSegmentsPierCirqueAvg. Group Spending by SegmentAvg. Per Capita Spending by SegmentAverage Per Capita Spending at the PierSegmentsPierCirqueSegmentsPierCirquePier SpendingPacific ParkFood & Beverage $15.92 $15.30$19.17 $9.20 $8.64 $8.88Rides & Arcade Games 6.68 13.03 3.48 3.86 7.36 1.61Gifts & Souvenirs 3.372.423.581.951.371.66Remaining Pierier SpendingCirquePierFood & Beverage 16.76 11.77 18.14 9.69 6.65 8.40Gifts & Souvenirs4.426.342.082.553.580.96Other Spending2.40 2.08 1.63 1.39 1.18 0.75Admission Tickets12.068.5316.266.974.827.53Total Pier Spending$58.57 $56.99 $61.20 $35.61 $33.60 $29.79$0.00$10.00 $20.00 $30.00 $40.00Total PiSource: LSC, AECOMPage 24*It should be noted that this questions was not included in the online survey. The face-to-face pier survey data was used as a proxy for all respondents for this question.5.F.bPacket Pg. 168Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
II. Key Survey ResultsInputs to Economic Impact Analysis >> Per Capita Spending Estimates• Both visitors whose main purpose was the Pier or CDS spent in Santa Monica. CDS visitors groups spent an average of $52 while, Pier visitor groups spent $36 in Santa Monica. The difference in this spending narrowed on a per capita basis. These figures represent average spending across all visitors.• The In-tent CDS spending is only calculated for those who went to CDS. All groups who went to CDS spent an average of $32of $32.All Main Purpose All Main Purpose Segments Pier Cirque Segments Pier CirqueSpendinginSantaMonicaAvg. Group Spending by SegmentAvg. Per Capita Spending by SegmentendingAverage Per Capita Spending in Santa MonicaCirquePierSpending in Santa Monica (Excluding Pier and Cirque Spending)Food & Beverage$38.18 $8.80 $39.74 $22.07 $4.97 $18.40Overnight Lodging in Santa Monica 8.14 15.68 5.83 4.71 8.86 2.70Gifts/Souvenirs/Others Shopping Items6.56 8.99 3.48 3.79 5.08 1.61Transportation Costs (Gas, Fares, etc.) 2.59 0.90 2.59 1.50 0.51 1.20Movie, Clubs, or Other Entertainment 0.330.240.210.190.140.10Total Santa Monica SpAllMiPAllMiPAvg. Group Spending by SegmentAvg. Per Capita Spending by SegmentTotal Santa Monica Spending$55.79 $36.64 $51.89 $32.25 $19.55 $24.00$0.00$10.00$20.00$30.00Average Per Capita Spending in Cirque TentCirquePierAllMain Purpose AllMain Purpose Segments Pier Cirque Segments Pier CirqueIn‐Tent Cirque du Soleil SpendingFood and Beverage Spending $15.69 $14.13 $15.55 $9.07 $7.98 $7.20Gift & Souvenir Spending 16.2213.7216.629.387.757.69Total In‐Tent Spending$31.91 $27.85 $32.17 $18.45 $15.73 $14.89Total In‐Tent SpendingPage 25$0.00$5.00$10.00 $15.00 $20.00Source: LSC, AECOM5.F.bPacket Pg. 169Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis5.F.bPacket Pg. 170Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact AnalysisOverview >> Defining Economic Impacts• The section analyzes the net economic impactsof Cirque du Soleil’s “KOOZA” performance to the city of Santa Monica. What are Economic Impacts? • Economic impacts quantify the total economic impact resulting from a particular activity in an economic region. • Total Economic Impact is composed of:–Direct Impact: The direct spending in the economy attributed to Cirque du Soleil (CDS) activities. The first round of spending includes impacts from CDS’s onsite operations as well as impacts from additional visitor spending offsite.– The ‘Multiplier Effect’ Resulting in:•Indirect Impacts – Additional output, earnings, and employment generated as a result of the purchases of the industries which supply goods and services to CDS and its visitors.•Induced Impacts – Additional output, earnings, and employment generated as a result of the purchases of employees in the supplying and supporting industries.Total Impacts:The cumulative impact of the above components–Total Impacts: The cumulative impact of the above components.Indirect & Induced ImpactsIndirect & Induced ImpactsDirect ImpactDirect ImpactTotal ImpactTotal Impact=+Page 275.F.bPacket Pg. 171Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact AnalysisOverview >> Impact Metrics• Economic impacts are expressed in terms of the following metrics:–Output– Total dollar value of goods and services produced across all industrial sectors within the defined geographic region (city of Santa Monica).–Earnings–The component of total output that is attributed to income and wagesEarningsThe component of total output that is attributed to income and wages.–Employment– The total number of new jobs created in the economy.IMPACT COMPONENTSDIRECT IMPACTINDIRECT & INDUCEDIMPACTTOTALOUTPUT+=TOTAL OUTPUTEARNINGS+=TOTAL EARNINGSCT METRICSEMPLOYMENT+=TOTAL EMPLOYMENTIMPACPage 285.F.bPacket Pg. 172Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact AnalysisOverview >> Net Economic Impacts• For this study, the City of Santa Monica and various stakeholders are interested in the net fiscal impact of CDS.• Thus, the economic impact analysis includes two major analysis components:– Analysis of the gross economic impacts resulting from CDS; and– Analysis of any potential reductions in economic activity (displacement) as a result of CDS.Net Economic Impact Calculationactivity (displacement) as a result of CDS.• Gross economic impacts are combined with any reductions in economic activity to determine the net economic impact of CDS.• AECOM utilizes the primary data developed by LSC d i f ti id d b CDS t l l tGross Economic ImpactGross Economic ImpactReduction in Economic ActivityReduction in Economic ActivityNet Economic ImpactNet Economic Impactand information provided by CDS to calculate gross economic impacts. Pier revenue data provided by the City of Santa Monica and additional revenue data provided by pier tenants is utilized to estimate the reduction in economic activity.The methodolog section in Appendi II describes•The methodology section in Appendix II describes the calculation of the gross economic impact and the analysis conducted to estimate the reduction in economic activity due to CDS.Page 295.F.bPacket Pg. 173Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct ImpactsOnsite Direct Impacts• Onsite direct impacts are composed of the CDS’s performance-related economic activities within Santa Monica and CDS attendees’ in-tent spending.Local Cirque du Soleil Expenditures Operations ExpendituresTotalTemporary Staff 490,000CastandCrewKitchen(Food)90,000Local CDS Expenditure Impacts• As mentioned in the Methodology Section, CDS’s economic activities are represented by their expenditures made in the Los Angeles area. These local expenditure figures were provided by CDS and include those purchases made in the fCast and Crew Kitchen (Food)90,000Equipment Rental 80,000Transportation 90,000Cast and Crew Accomodations 900,000Facility Operations ExpendituresTotalgreater Los Angeles area to support the performance, such as temporary staff, equipment rental, accommodations for the performers, rent, construction of the 1550 and RAND parking lots, traffic police and fire services, and fuel and electricity. • Local expenditures also include expenditures associated with providing the marketing assistance outlined in the Licensey p pRent960,000Construction within 1550 & RAND Lot670,000Traffic Police and Fire Services300,000Shuttles200,000Traffic and Parking Management Plan110,000providing the marketing assistance outlined in the License Agreement. In total, CDS provided $300,000 in assistance. The expenditures associated with providing in-kind assistance are included in the Operations Expenditures. The other $200,000 provided directly to the PRC and Pacific Park are shown under the Direct Marketing Expenditures category.Fuel and Electricity 80,000Direct Marketing ExpendituresTotalMarketing Assistance to PRC & Pacific Park 200,000• It should be noted that the above are local expenditures and do not include all CDS costs. – We have not considered corporate CDS costs such as their performer salaries, corporate salaries and expenses. We only consider locally hired jobs.– Additionally, CDS costs for gifts, souvenirs and/or food and beverage sold to CDS attendees are not included here. Tht d f i th i it itt diTotal Local Expenditures $4,170,000Source: Cirque du Soleil, AECOMPage 30These are accounted for in the visitor in-tent spending impacts.5.F.bPacket Pg. 174Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct ImpactsOnsite Direct ImpactsLocal CDS Expenditure Impacts (Cont.)• Total direct impacts of the CDS operations are $4.2 million, earnings are approximately $500,000, which equates to Cirque du Soleil In‐Tent Visitor SpendingSales Per gpp y$,, qapproximately 12 (annual) jobs*.Visitor In-Tent Spending Impacts• Visitor In-Tent Spending evaluates the revenues generated by CDS attendee spending while in the CDS tent. This includes Cirque In‐Tent Sales Attendee3TotalAdjusted Food and Beverage Spending4$9.07 1,510,887Gift & Souvenir Spending $9.38 1,697,006Total $18.45 $3,207,893both spending on CDS food and beverage or gift items, as well as any spending for 3rdparty food and drink items.• CDS sold 184,000 tickets to “KOOZA” in Santa Monica, we estimate that 95 percent of ticket holders, 181,000, attended the show. Cirque du Soleil In‐Tent Visitor SpendingCirque In‐Tent Sales Direct ImpactAdjusted Food and Beverage Spending1,510,887Gift & Souvenir Spending1,697,006• Per capita in-tent spending was established using the survey data performed by LSC. These per capita figures were then applied to CDS attendees to derive total visitor in-spending figures.• In the first table, food and beverage spending is reduced to tf l th t ti f di f S tSource: AECOM Retail Margin2@35%593,952Impacts$2,104,839account for only the net new portion of spending for Santa Monica residents (who may have purchased food and beverage within the city of Santa Monica if CDS was not present).• Adjustments were also made to the gift/souvenir purchases to account solely for the retail outlet portion (retail margins) as described in the methodology sectionPage 31described in the methodology section.* The number of local jobs number is estimated from IMPLAN data and was not provided by CDS. It represents jobs on an annual basis. For example, if a typical job in the performance industry lasts 6 months full time, but CDS was held for approximately 2 months. Than 3 CDS jobs would equate to one annual job in the performance industry. Non-annualized jobs is likely to be a higher figure.5.F.bPacket Pg. 175Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct ImpactsOnsite Direct ImpactsVisitor In-Tent Spending Impacts (Cont.)• With these adjustments, direct impacts from visitor in-tent spending were $2.1million inONSITE DIRECT IMPACTSOutput Earnings JobsCirque Expenditures$4,170,000$490,00012visitor intent spending were $2.1 million in output. Based on this output, direct earnings are calculated at $770,000, supporting 31 direct jobs. OnsiteDirect Impactsq p$, ,$,In‐Tent Visitor Spending $2,100,000 $770,000 31Total Direct Impact $6,270,000 $1,260,000 42Source: AECOMOnsite Direct Impacts• The 2009 performance run of CDS’s “KOOZA” resulted in total onsite direct impacts of $6.3 million in output, which includes $1.3 million in earnings, and supports 42 jobs.Page 325.F.bPacket Pg. 176Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct ImpactsOffsite Direct Impacts• Offsite direct impacts are derived from CDS attendee spending outside of the CDS tent, but still within Santa Monica. This includes:1.Spending at Pacific Park and the Pier;1.Spending at Pacific Park and the Pier;2. Spending in Santa Monica (not including the Pier); and3. Parking Spending (which was excluded from the above).• The analysis specifically accounts for visitors who were attracted to the Santa Monica area by CDS, so we utilize the per capita spending data for visitors whose main purpose is CDS and this is applied to the estimated number of visitors whose main purpose is CDS and went to Santa Monica, and, in the case of Pier visitor spending, who also visited the Pier.• AECOM estimates that 156,000 visitors were induced to Santa Monica for the main purpose of attending CDS. Of these visitors who came to Santa Monica for CDS, 40,000 also visited the Pier during their trip.OFFSITE VISITOR ASSUMPTIONSSurvey Visitors to Cirque 1,309Survey Visitors Whose Main Purpose was Cirque 1,131Survey Visitors Whose Main Purpose was Cirque and are Residents of Santa Monica 225Survey Visitors Whose Main Purpose was Cirque and Visited the Pier 279Estimated Share of Cirque Visitors Induced to Santa Monica by Cirque 86%idShfCiVi ih l h i21%Estimated Share of Cirque Visitors who also went to the Pier21%Estimated Share of Cirque Visitors who are Residents of Santa Monica 19.9%Total Estimated Cirque Attendees181,000Estimated Share of Cirque Visitors induced to Santa Monica by Cirque86.0%Estimated Attendees induced by Cirque155,660 Page 33Total Estimated Cirque Attendees 181,000Estimated share of Cirque visitors who also went to the Pier 21%Estimated Attendees induced by Cirque and who went to the Pier or Pacific Park 38,010 Source: Cirque and Pier Survey (LSC), AECOM5.F.bPacket Pg. 177Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct ImpactsOffsite Direct Impacts• CDS visitors are estimated to have spent almost $4.6 million in various outlets throughout the city of Santa Monica between October and December 2009OFFSITE IMPACTSSpending at the Pier & Pacific ParkCirque Visitor Spending at Pacific ParkPer Cap ($)1TotalAdjusted Food and Beverage28.88 310,487 RidesandArcadeGames16161 2382009.• CDS visitors are estimated to have spent $790,000 along the Pier. – $430,000 was spent at Pacific Park, primarily in food and beverages.Rides and Arcade Games1.6161,238 Gifts and Souvenirs 1.66 62,998 Subtotal Spending at Pacific Park $434,723Cirque Visitor Spending at the Pier Outside of Pacific ParkPer Cap ($)1TotalAdjusted Food and Beverage28.40 293,804 Gifts and Souvenirs 0.96 36,602 – $360,000 was spent at the Pier outside of Pacific Park, with most of the spending in food and beverage spending*.• CDS visitors spent another $3.5 million in the city of Santa Monica, excluding Pier spending. Most Other Spending 0.75 28,683 Subtotal Spending at the Pier Outside of Pacific Park $359,090Total Pier and Pacific Park Spending $793,813Spending in Other Parts of Santa MonicaCirque Visitors Spending in Santa MonicaPer Cap ($)1TotalAdjustedFoodandBeverage218 402 635 893of the spending was primarily in Food and Beverages, with overnight lodging as the second largest category.• CDS visitors spent approximately $340,000 for parking. Adjusted Food and Beverage18.402,635,893 Overnight Lodging in Santa Monica 2.70 420,138 Gifts/ Souvenirs/ Other Shopping Items 1.61 250,786 Adjusted Transportation Costs (Gas, Fares, etc)21.20 171,791 Adjusted Movie, Clubs, or Other Entertainment20.10 13,929 Total Spending in Other Parts of Santa Monica$3,492,536• It should be noted that several categories were reduced to account for net new Santa Monica resident spending. *Survey spending data also included a Pier spending category called admission tickets that totaledParking RevenuesCirque Visitors' Parking SpendingPer Cap ($)1Avg. Parking Spending 2.21 343,959 Total Spending on Parking by Induced Cirque Visitors $343,959TOTAL VISITOR SPENDING$4,630,3081CirqueandPierSurveyResultsPage 34category called admission tickets that totaled approximately $7.50 per capita. This was excluded from the economic analysis because we believe some survey respondents may have reported their CDS admission tickets in this category.Cirque and Pier Survey Results2Adjusted to account for net spending of Santa Monica Residents. Estimates that 40 percent ofSanta Monica Residents would have dined out, utilzied transportation, or purchased entertainment activities in the city of Santa Monica with or without Cirque.Source: Cirque and Pier Survey (LSC), AECOM5.F.bPacket Pg. 178Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct Impacts• The figure below reflects Cirque visitor spending estimates along the Pier and in Santa Monica (excluding the Pier). This does not account for any displacement of non-Cirque related sales.StMiRGtdbCiAtt d$604,000$2,636,000SantaMonicaAccomodationsFood and BeverageSanta Monica Revenues Generated by Cirque Attendees$100,000$251 000$344,000$420,000Gifts, Souvenirs, and Other RetailParkingSanta Monica Accomodations$61,000$172,000$14,000$251,000TransportationRides, Arcade Games, & Other EntertainmentPier and Pacific ParkRemaining Santa MonicaSource: AECOM5.F.bPacket Pg. 179Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Direct ImpactsOffsite Direct Impacts• As described in the Methodology section, projected retail spending was adjusted downward to conservatively account for only the retail outlet portion located in Santa Monica the retail marginOFFSITE DIRECT IMPACTSOutput Earnings JobsPier & Pacific Park $710,000$260,00011portion located in Santa Monica, the retail margin.• After these adjustments, visitor offsite spending have a direct output impact of $4.4 million. This includes earnings impacts of $1.6 million which support 59 jobs.Santa Monica$3,330,000 $1,210,000 47Parking$320,000 $110,000 1Total Direct Impacts $4,380,000 $1,570,000 59Source: Economics at AECOMPage 365.F.bPacket Pg. 180Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Total Impacts• Total Impacts represent the direct impacts from the CDS’s operations and CDS visitor spending plus the additional impacts in the city of Santa Monica from purchases made by businesses supplying goods and services to the CDS or its visitorsONSITE IMPACTSDirectIndirect & Induced TotalOutputCirque Expenditures $4,170,000 $3,970,000 $8,140,000services to the CDS or its visitors.• Multipliers are applied to the City of Santa Monica CDS expenditures and visitor spending for each category to estimate the total gross impacts.Onsite ImpactsIn‐Tent Visitor Spending $2,100,000 $820,000 $2,920,000Total Output $6,270,000 $4,780,000 $11,060,000Earnings Cirque Expenditures $490,000 $1,500,000 $1,990,000pTotal Onsite Impacts• CDS generated a one-time total impact of $11.1 million in output in the City of Santa Monica economy in 2009. Thi t t i l d i t l $3 1 illi iIn‐Tent Visitor Spending $770,000 $290,000 $1,060,000Total Earnings $1,260,000 $1,780,000 $3,050,000Employment (Jobs)*Cirque Expenditures 12 39 50In‐Tent Visitor Spending31536•This output includes approximately $3.1 million in earnings and support 86 (annual) jobs.etstoSpe d g3536Total Employment 42 44 86*Sums may not add due to rounding.Source: AECOMPage 375.F.bPacket Pg. 181Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Total ImpactsOffsite ImpactsTotal Offsite Impacts• The offsite spending of CDS attendees generated a t t l f $6 1 illi i t t i th it f S tOFFSITE IMPACTSDirectIndirect & Induced TotalOutputtotal of $6.1 million in output in the city of Santa Monica.• This included, approximately $2.2 million in earnings, which support 70 (annual) jobs.Pier & Pacific Park $710,000 $280,000 $990,000Santa Monica $3,330,000 $1,300,000 $4,630,000Parking $340,000 $170,000 $520,000Total Output $4,380,000 $1,750,000 $6,140,000EiEarnings Pier & Pacific Park $260,000 $100,000 $360,000Santa Monica $1,210,000 $460,000 $1,660,000Parking$110,000 $60,000 $180,000Total Earnings$1,570,000$620,000$2,200,000g$, ,$,$, ,Employment (Jobs)Pier & Pacific Park 11 2 13Santa Monica 47 9 56Parking 112Total Employment 59 11 70Source: Economics at AECOMPage 385.F.bPacket Pg. 182Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Gross Economic Impacts >> Total ImpactsTotal Onsite and Offsite Impacts•Overall, the 2009 run of Cirque du Soleil’s “KOOZA” is estimated to have generated gross impacts of $17.2 million in the Santa Monica economy.•This includes $53million in earnings within the city of Santa Monica supporting approximately156jobs•This includes $5.3 million in earnings within the city of Santa Monica, supporting approximately 156 jobs. ECONOMIC IMPACTSGross Economic ImpactsOutput Earnings(Millions) (Millions) JobsOnsite Cirque Impacts $ 11.1 $ 3.1 86Offsite Pier & Santa Monica Impacts $ 6.1 $ 2.2 70Total Gross Impacts to the City of Santa Monica $ 17.2 $ 5.3 156Source:AECOMSource: AECOMPage 395.F.bPacket Pg. 183Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Displacement in Baseline Economic Activities >> • As described in the Methodology section in Appendix II, AECOM utilized Pier revenue information provided by the City of Santa Monica to quantify the potential displacement in non-CDS related economic activity along the Pier due to CDS’s operations. • The consulting team also gathered input from pier lessees. Their feedback is considered in the economic analysis and discussed in this section.Pier Revenues• In aggregate, the businesses located at the Pier made approximately $40 million in 2009. Between 2008 and 2009, Pier revenues increased by 4 percent. The growth in business is quite a success in an economy where annual GDP reduced by 2 5 percent during the same periodby 2.5 percent during the same period.– As described in a recent Los Angeles Time article and well known in the recreation industry, local attractions, such as seaside piers, often have improved performance during economic downturns as visitors will: (1) take advantage of the free admission of local attractions relative to the high admission fees at standard theme parks; and (2) forego long-distance trips for closer day trips that do not require accommodation spending.•Annual (year over year) trends provide a context for Pier revenue performance but are not alone indicative of any•Annual (year over year) trends provide a context for Pier revenue performance, but are not, alone, indicative of any changes in performance due to CDS as there may be several reasons for improved or reduced performance across a year. Year Total RevenuesTotal Pier Revenues2005 $24,000,0002006 $33,200,0002007 $34,800,0002008 $38,000,0002009 $39,500,000SCif SMiAECOMPage 40Source: City of Santa Monica, AECOM5.F.bPacket Pg. 184Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Displacement in Baseline Economic Activities >> Revenue Index (Aggregate Pier)• AECOM created a monthly revenue index based off the Pier data. As described in the Methodology section in Appendix II, the revenue index demonstrates the monthly revenue variation from the annual average.• As shown in the chart, the index presents the typical seasonality of the Pier across the last five years. July is the peak revenue month along the Pier. April, May and September are average revenue months, while June through August generate revenues 30 to 80 percent above the monthly annual averageSource: AECOMgenerate revenues 30 to 80 percent above the monthly annual average. • As presented, there is typically a steep drop in revenues in October, with October through December performing 30 to 40 percent below the annual average. • Through the months of the CDS occupation, September through December of 2009, the index shows about average performance in 2009 relative to the other years in the months of September and December, while October 2009 is slightly Page 41pe o a ce 009 e a e o e o e yea s e o s o Sep e be a d ece be , e Oc obe 009 s s g yhigher than other years and November 2009 is marginally lower than others.5.F.bPacket Pg. 185Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Displacement in Baseline Economic Activities >> Net Change in Pier Activities• Comparing 2009’s performance to the average performance of 2005 through 2008, we estimate the difference in the Pier’s performance between September and December. – This was calculated by comparing the monthly percentage difference in September – December to the average of the monthly percentage differential in 2005 – 2008.• As demonstrated in the figure below, the difference between 2009’s performance and the 2005-2008 average represent the net impacts of CDS. – The percentage differential is applied to the annual monthly average to determine the net impacts of CDS on the Pier.– Across the CDS occupation period, September – December, there was a net increase of $420,000. This represents 3.2 percent of total revenues across the four month period.ESTIMATED NET CHANGE IN PIER ACTIVITIESTotal PierCirqueYeartoIncrease/PeriodCirque Year to Non‐Cirque Year DifferentialIncrease/(Reduction) EstimateSeptember3%$91,128October10% $342,298November‐2%($69,839)November2%($69,839)December2%$55,127Total Cirque Occupation3% $418,713ESTIMATED NET INCREASE (REDUCTION) IN ACTIVITIES AT THE PIER$418,713Source:AECOMPage 42Source: AECOM5.F.bPacket Pg. 186Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Displacement in Baseline Economic Activities >> Change in Non-CDS Pier Activity• The revenues we evaluate include CDS attendee’s visitor spending and so this figure we estimated above represents the net change due to CDS. • To calculate the amount of non-CDS related activities displaced by the CDS, we must subtract the CDS Attendees’ Visitor Spending, from the net change due to CDS. – The CDS generated a positive net impact to the Pier of $420,000. Given that CDS attendees spent $790,000 at the Pier, an estimated $380,000 of non-CDS related economic activity was displaced during the CDS presence at the Pier.ESTIMATED DISPLACEMENT IN BASELINE PIER ACTIVITYTotal Pier(1)EstimatedNetChangeinPierActivityDuetoCirque$418 713(1)Estimated Net Change in Pier Activity Due to Cirque$418,713(2) Cirque Attendees' Visitor Spending‐$793,813(3)Estimated Displacement of Pier Activity Due to Cirque‐$375,100Source: AECOMPage 435.F.bPacket Pg. 187Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Displacement in Baseline Economic Activities >> Aggregate Pier vs. Specific Businesses• The analysis finds that overall CDS has a positive direct impact of approximately $420,000 on the Pier across the September – December 2009 period. • The economic analysis reviews the Pier net impacts on an aggregate basis. However, businesses along the Pier have been impacted differently by the presence of the CDS. • As shown in the table “Pier Revenues Generated by CDS Attendees” on page 34, CDS attendees made 60 to 70 percent of their purchases in the food and beverage category (to a variety of outlets). CDS attendees made entertainment and retail purchases as well, but these purchases may not account for reductions in economic activity due to the CDS’s presence at the 1550 Lot.•Pier revenue data was also made available by industry category entertainment restaurants and other businesses The•Pier revenue data was also made available by industry category, entertainment, restaurants, and other businesses. The following slides present the revenue indices and overall net impact for the retail and entertainment categories.Page 445.F.bPacket Pg. 188Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Potential Reduction in Economic Activities >> Entertainment and Restaurant Performance• As shown by the revenue variation index for entertainment businesses along the Pier, performance was close, but below average in September through December 2009 compared to the other years. y– Entertainment businesses along the pier had a 1 percent revenue reduction during the period of CDS than they would have otherwise.– It should be noted that even within these t i CDS’ i t i d Fcategories, CDS’s impacts varied. For instance, one of the largest entertainment businesses along the pier provided us with their 2005 and 2009 revenue figures. Using the same methodology, we estimated they had a 2 percent reduction th i S t b th h D b 2009their September through December 2009 activities relative to their average performance during that period. • Restaurants, on the other hand, performed well above average during CDS’s presence, compared to other yearscompared to other years.– It should be noted that in November and December 2005, the only months higher than November and December 2009, the restaurant Bubba Gumps opened (skewing the November and December 2005 index Page 45points).– Not including 2005, restaurants performed 9 percent better during the period of CDS than they would have otherwise.Source: AECOM5.F.bPacket Pg. 189Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> Overview• The previous section quantifies the net impact to the Pier and to key industry categories, but, as described previous, the analysis may not fully reflect the impacts to individual businesses within each category.• To better understand the perspective of individual businesses, AECOM and LSC Please see the description of the CDS License Agreement Terms and Conditions in the Introduction Section for an tli f th kigarnered qualitative input from various Pier lessees. – The study methodology was presented to Pier lessees during a Pier Lessee Association meeting and this was supplemented with individual meetings with four major lessees and written feedback from various tenants.• The following section synthesizes the Pier lessee impact input under a few major outline of the parking mitigations and marketing efforts requested by the City of Santa Monica and undertaken by CDS.themes.Page 465.F.bPacket Pg. 190Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> Business PerformancePier Lessees Report on their Performance During CDS Operations• One of the major entertainment businesses along the Pier believes they were substantially negatively impacted by CDS and the loss of a portion of the 1550 Lot. They described a reduction in their general admission business as well reduction in special events.– The 1550 Lot is where staging takes place for film crews and is where groups with special events often park. They described that filming and special events were down across the board due to the economy, but reported that one group event was cancelled as a direct result of CDS, and they were concerned that other event/film organizers did not even try to contact them due to the CDS performance. – This Pier tenant recognized that CDS brought a lot of visitors to the Pier. During the event they described seeing crowds on the beginning of the Pier but they did not see many visitors moving beyond BubbaGumpscrowds on the beginning of the Pier, but they did not see many visitors moving beyond Bubba Gumps.• Another entertainment business felt like they may have benefited from the show, but felt like they had slightly depressed business during that time period. Another entertainment business believed they had one of the worst years in their history on the Pier.• One of the cultural attractions along the Pier had anticipated increases in revenue and attendance through 2009, but instead estimated they had a loss of $5,000 due to the CDS’s location in the 1550 Parking Lot.– They reported that their our weekends were hit hard with an average 35 percent decrease of visitors on Saturdays and a 20 percent decrease on Sundays. They also recorded a large decline on Thursdays, when visitorship was down by 36 percent.Page 475.F.bPacket Pg. 191Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> Business PerformancePier Lessees Report on their Performance During CDS Operations (Cont.)• A souvenir shop said they did not make a lot of money during that period, but that the CDS operation did not substantially hurt them.•As quantified in the previous section on aggregate restaurants had higher revenues than normal during the CDS period•As quantified in the previous section, on aggregate, restaurants had higher revenues than normal during the CDS period. However, this impact differed among the individual restaurants. – One restaurant described capturing a higher than average number of patrons and revenues, but less than anticipated. The business opened for special hours for CDS attendees and despite some increase in volume they believe they had a profit loss of approximately $10,000 due to CDS. • This same restaurant saw a marked decrease in visitation of regular customers coming to see bands due to the gglimited parking. • One restaurant had a significant revenue jump that they believe was directly due from the CDS presence at the Pier– This restaurant “would love to see CDS Come back and visit as often as possible”. They believe it is a great opportunity for Southern California clientele to come and spend money in Santa Monica and at the Pier. •This restaurant witnessed more people on the Pier during this time of the year than they had since they opened•This restaurant witnessed more people on the Pier during this time of the year than they had since they opened.– This restaurant reported that their Santa Monica restaurant performed significantly better during the CDS time period than other stores throughout the country.– According to this restaurant they captured the benefit of CDS by staffing up at critical times and staying open later than normal. During the CDS period they added 65 to 75 more employees above their average number of employees during the winter period. They did not participate in any special offers, promotions, or marketing, but still captured a substantial number of CDS visitors.– This business said the CDS hours also worked well because they were off-peak and could be accommodated in their restaurant without displacing regular customers.Page 485.F.bPacket Pg. 192Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> Parking ConcernsParking Concerns• While the results of the survey completed for this study did not find that Pier visitors reported parking as a significant problem, Pier lessees had major concerns with parking.•Pier lessees identified parking and the occupation of the 1550 Lot as the largest issue surrounding CDS•Pier lessees identified parking, and the occupation of the 1550 Lot, as the largest issue surrounding CDS.– Mentioned previously, one business described how the loss of the 1550 Lot was especially difficult for their evening customers. • Nightlife customers often park at 1550 Lot because it is convenient; typically there is plenty of parking in the 1550 Lot at night (after the beach goers leave for the day) and the Pier Lot often fills up quickly. •Some bands did not want to play at the restaurant because parking was difficult They usually park in the1550 LotSome bands did not want to play at the restaurant because parking was difficult. They usually park in the1550 Lot. – Another business described how parking is a central issue at the Pier for all events. They recognized that events can be good for Pier business, but anytime there is a large event at the Pier parking is an issue.– As described above, special event and group bookings are particularly impacted by the occupation of the 1550 Lot.Page 495.F.bPacket Pg. 193Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> Visitor Attraction and PressCDS allows the Pier to Capture a Different Demographic• One restaurant found that many of the CDS customers were local (within 50 miles of the Pier) and that many were from Santa Monica, but had not been to the Pier in years. –CDS was an opportunity to capture and attract local Santa Monica residents who had not been to the Pier in a long pp y pgtime because they had a perception of the Pier as a tourist trap.– This restaurant found that these Southern California locals have come back after CDS.CDS as Positive Press for the Santa Monica Pier• The restaurant who reported increased revenues thought it was important to recognize that CDS is an iconic cultural event that only comes to a few cities in America. The fact that CDS comes to the Pier says good things about Santa Monica and puts the City in the limelight. Santa Monica gets introduced to different markets and CDS represents an opportunity to present what the city has to offer to new visitors.– CDS ran numerous advertisements on the radio and in print that always mentioned CDS, at the Santa Monica Pier.• Another Pier lessee mentioned that they understood about businesses concerns about damages of business during CDS, but that, on the big picture level, CDS was an opportunity to capture additional visitors. They believed there would be positive returns in the long run.– They described how CDS attendees love the CDS and it is advantageous, across the long term, for visitors to connect the Pier with positive experiences/events.Page 505.F.bPacket Pg. 194Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> MarketingMarketing• Several Pier lessees mentioned they were disappointed in the results of attempts to market with CDS.– One particular lessee put a lot of effort toward creating a proposal for catering within the CDS tent and was disappointed that CDS selected a non-Santa Monica business that had a connection with CDS management. They ppgyrecognized the City’s agreement with CDS only had a preference for using local businesses, but would have liked if the City was better able to enforce the agreement with CDS.– Another entertainment business mentioned receiving unsolicited marketing support from CDS that involved a lot of planning, but did not result in the expected outcomes and few purchases. •A couple of lessees mentioned concerns with the CVB’s citywide CDS promotionspyp• Restaurants in Santa Monica were able to buy CDS tickets at discount rates and were able to offer CDS ticket and restaurant packages. While this was an option to all businesses it was difficult for smaller restaurants to take part in the opportunity given the risk and cost. • In addition, the website CVB’s had two links for CDS attendees, one to restaurants offering free parking and restaurants who did not, the pier lessees mentioned this as a reason why some CDS attendants might be tt t d f th Piattracted away from the Pier.• One restaurant believed that some of the lackluster capture of CDS attendees in 2009 relative to more capture in the 1990’s was, in part, due to the citywide CDS promotions. • Some businesses provided future marketing ideas if CDS was again at the Pier:– Have CDS performers in costume/on stilts along the Pier to draw people before or after the show or when CDS is not playing. Performers can be available for pictures at the end of the Pier and Pacific Park and may be able to encourage people to CDS attendees along the whole Pier. – Additional booths selling items and/or tickets on the Pier.– The City/PRC/Other Pier businesses should market during the period to Pier businesses’ regular customers to let them know that they are still open and where parking is available.Page 515.F.bPacket Pg. 195Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Pier Lessee Input >> Impact of Various EventsDifferent Events along the Pier have Different Impacts• In 2009 the Pier had over 20 different series and events, including weekly summer dance series and other concert series. Listed are just a few examples:• 100thAnniversary of the Piery•25thanniversary of the Twilight Dance Series• Santa Monica Pier Classic Car Show• Santa Monica Classic 5K/10K• Several Pier lessees commented that different events have varying impacts on each business. Some events are positive for the Pier while others are notfor the Pier, while others are not.– Several Pier lessees, from restaurants to entertainment, said that Ashes and Snow was a advantageous to their business. • This show had a low admission fee and did not offer food or drink. • Visitors were able to make their own schedule and it was easy/convenient for them to visit their Pier• One tenant described how they recognized that various tenants profited from different events. Filming events did not have a positive impact at their souvenir shop and often did not have a significant impact on the restaurants, as film crews usually have their own catering. However, the tenant recognized that the PR generated by movies and shows filmed at the Pier helped the reputation and attendance of the Pier across the board.Page 525.F.bPacket Pg. 196Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
III. Economic Impact Analysis Net Economic Impacts >>• Net economic impacts account for both the gross economic impacts due to the CDS and any reduction in economic activities at the Pier due to CDS.– The aggregate reduction in non-CDS economic activity determined in the Displacement in Baseline Economic Activities section was used to calculate this figure. Multipliers were applied to the reduction in nonCDS economic activity so as to account for the associated–Multipliers were applied to the reduction in non-CDS economic activity, so as to account for the associated reduction throughout the Santa Monica economy (indirect and induced impacts).– Gross economic impacts were reduced by the total impact of displaced customers due to CDS.•CDS’s 2009 operation of “KOOZA” resulted in a net economic output impact of $16.7 million to the city of Santa Monica. This includes associated earnings of $5.1 million and 151 jobs.ECONOMIC IMPACTSGross Economic ImpactsOutput(Millions)Earnings(Millions) JobsOnsite Cirque Impacts $ 11.1 $ 3.1 86Offsite Pier & Santa Monica Impacts$ 6.1 $ 2.2 70Total Gross Impacts to the City of Santa Monica $ 17.2 $ 5.3 156Economic Activity DisplacementOutput Earningsp(Millions)g(Millions) JobsDisplacement‐$ .5‐$ .2‐5Net Economic ActivitiesOutput(Millions)Earnings(Millions) JobsPage 53Net Economic Activities to the City of Santa Monica $ 16.7 $ 5.1 1515.F.bPacket Pg. 197Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
IV. Fiscal Benefits to the City of Santa Monica5.F.bPacket Pg. 198Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
IV. Fiscal Benefits to the City of Santa MonicaOverview >> Fiscal Benefits• Fiscal benefits are defined as the fiscal revenues to the City of Santa Monica as a result of CDS’s “KOOZA” performance.• Benefits include the direct revenues to the City, such as ground lease payments, as well as sales, hotel, and utility tax revenues generated by CDS attendees.Direct Benefits from Cirque du SoleilDirect Fiscal Benefits from CDS du Soleil• The license agreement made between Cirque du Soleil d th Cit f S t M i i d Ci t kGround Lease Rents $960,000Parking RevenuesCivic Center Lot$16,600Other Parking Revenues$327,359Subtotal Parking Revenues$343,959and the City of Santa Monica required Cirque to make certain payments to the City for the rights to occupy a portion of the 1550 Lot. This included revenue neutral payments, such as payments to cover police and fire costs, as well as revenues to compensate the City for the ground lease of the lot.Less Reduction in Parking Revenue in 1550 Lot‐$379,820Subtotal Reduction‐$379,820Direct Fiscal Benefits from Cirque du Soleil $924,139SAECOMCif SMi• In this analysis, we have included the ground lease revenue receipts as well as the net parking revenues generated by CDS.• The City of Santa Monica received $920,000 from the CDS ground lease and parking revenuesSource: AECOM, City of Santa MonicaCDS ground lease and parking revenues.Page 555.F.bPacket Pg. 199Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
IV. Fiscal Benefits to the City of Santa MonicaOverview >> Fiscal BenefitsTax Benefits resulting from Cirque• Sales tax receipts are generated to the City of Santa Monica from Cirque attendees spending within the CDS tent, along the Pier and within the rest of Santa Sales TaxOnsite Taxable SalesCirque In‐Tent Sales RevenuesTaxable ShareTaxable SalesFood and Beverage Spending $1,510,887 90% $1,359,798Gift & Souvenir Spending $1,697,006 100% $1,697,006Subtotal Onsite Taxable Sales $3,056,804Off iTblSlgMonica. The City of Santa Monica receives 1 percent of taxable sales. Utilizing the revenues generated within the economic impact analysis section, CDS attendees generate a total of $6.2 million in retail sales throughout Santa Monica. Offsite Taxable SalesPacific ParkAdjusted Food and Beverage2 $310,487 90% $279,438Gifts and Souvenirs$62,998100% $62,998PierAdjusted Food and Beverage2 $293,804 90% $264,424$$• The City of Santa Monica is projected to receive $62,000 in sales tax as a result of CDS.• Transient occupancy taxes (TOT) are charged on room revenues for those staying less than 31 days in a hotel or other accommodation. TOT charges in the City of StMi 14 tfTOTGifts and Souvenirs$36,602100%$36,602Other Spending $28,683 100% $28,683Other Parts of Santa Monica Adjusted Food and Beverage2 $2,635,893 85% $2,240,509 Gifts/ Souvenirs/ Other Shopping Item $250,786100% $250,786Subtotal Offsite Taxable Sales$3,163,440Santa Monica are 14 percent of room revenues. TOT taxes are applied to the estimated revenues for CDS visitors*. • The City of Santa Monica is projected to have received approximately $60,000 in TOT as a result of CDS.Total Taxable Sales $6,220,244Sales Tax @ 1% $62,202Transient Occupancy TaxAccomodation SpendingEst. Induced Cirque Visitor Accomodation Spending420,138• Utility User tax is 10 percent in Santa Monica. CDS is estimated to have paid approximately $8,000 in utility user tax to the City of Santa Monica.qpgTotal Accomodation Spending $420,138Transient Occupancy Tax @ 14% $58,819Additional TaxesUtility User TaxCirque Utility Use$80,000Page 56*Revenues from CDS performers are excluded because they are likely to have stayed more than 31 days.Utility User Taxes @10%$8,000Other Tax Receipts$8,000Source: AECOM, City of Santa Monica5.F.bPacket Pg. 200Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
IV. Fiscal Benefits to the City of Santa MonicaOverview >> Fiscal BenefitsTotal Fiscal Benefits• In total, the City of Santa Monica is projected to have received approximately $1.1 million in fiscal revenues as a result of Cirque’s operations in the City of Santa FISCAL IMPACTSSourceReceiptsDirect Benefits from Cirque du Soleil $920,000Tax BenefitsqpyMonica.Sales Tax Receipts $60,000Transient Occupancy Tax Receipts $60,000Additional Taxes $10,000Subtotal Tax Benefits $130,000Total Fiscal Impacts to the City of Santa Monica$1,050,000TotalFiscalImpactsto theCityofSantaMonica$ ,050,000Page 575.F.bPacket Pg. 201Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
V. Economic and Fiscal Impact Summary• CDS’ 2009 operation of “KOOZA” resulted in a net economic output impact of $16.7 million to the city of Santa Monica. This includes associated earnings of $5.1 million and 151 annualized jobs.SUMMARY OF ECONOMIC AND FISCAL IMPACTSEconomic ImpactsOutput Earnings• In total, the City of Santa Monica is projected to have received approximately $1.1 million in fiscal revenues as a result of Cirque’s 2009 operations in the City of Santa Monica.(Millions) (Millions) JobsGross Impacts $ 17.2 $ 5.3 156Displaced Sales1‐$ .5‐$ .2‐5Net Economic Impact $ 16.7 $ 5.1 151FiscalImpactsFiscal ImpactsSourceDirect Benefits from Cirque Tax BenefitsTotal Fiscal Impacts $920,000$130,000$1,050,000ReceiptsSource: AECOMPage 585.F.bPacket Pg. 202Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
General Limiting ConditionsEvery reasonable effort has been made to ensure that the data contained in this report are accurate as of the date of this study; however, factors exist that are outside the control of AECOM and that may affect the estimates and/or projections noted herein. This study is based on estimates, assumptions and other information developed by AECOM from its independent research effort, general knowledge of the industry, and information provided by and consultations with the client and the client's representatives. No responsibility is assumed for inaccuracies in reporting by the client, the client's agent and representatives, or any other data di iti thi t dsource used in preparing or presenting this study.This report is based on information that was current as of April 2010 and AECOM has not undertaken any update of its researcheffort since such date.Because future events and circumstances, many of which are not known as of the date of this study, may affect the estimates contained therein no warranty or representation is made by AECOM that any of the projected values or results contained in thiscontained therein, no warranty or representation is made by AECOM that any of the projected values or results contained in this study will actually be achieved.Possession of this study does not carry with it the right of publication thereof or to use the name of "AECOM" or “Economics Research Associates” in any manner without first obtaining the prior written consent of AECOM. No abstracting, excerpting orsummarization of this study may be made without first obtaining the prior written consent of AECOM. Further, AECOM has served solely in the capacity of consultant and has not rendered any expert opinions. This report is not to be used in conjunction ih bli i ff i f ii d b i h i ilh i b li ddwith any public or private offering of securities, debt, equity, or other similar purpose where it may be relied upon to any degree by any person other than the client, nor is any third party entitled to rely upon this report, without first obtaining the prior written consent of AECOM. This study may not be used for purposes other than that for which it is prepared or for which prior written consent has first been obtained from AECOM. Any changes made to the study, or any use of the study not specifically prescribed under agreement between the parties or otherwise expressly approved by AECOM, shall be at the sole risk of the party making such changes or adopting such use.This study is qualified in its entirety by, and should be considered in light of, these limitations, conditions and considerations.Page 595.F.bPacket Pg. 203Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Addendum5.F.bPacket Pg. 204Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Addendum- Cirque du Soleil Economic Impact
1
Addendum
October 11, 2010
As part of the analysis process, AECOM circulated a draft of the analysis report, the
Economic Impact of Cirque du Soleil on the City of Santa Monica, and attended a Pier
Restoration Corporation (PRC) Board meeting. This addendum summarizes additional
comments and inputs.
Impact due to the Timing of the Event
• No Off Peak Period for the Pier - It was suggested that there is no off peak period for
the Pier, i.e. that a weekday in the summer performs just as well as a weekend in
January and that the visitation is often based more on weather than time of the year.
• Impact of Timed Events
o Timed events, such as Cirque du Soleil (CDS), create traffic impacts before
and after events which discourage people from coming to the Pier.
o Several suggest that timed events have a detrimental impact to the Pier as
compared to more open ended events.
Cirque du Soleil Specific Comments
• One of the Pier businesses, who was selected to be a vendor within the CDS Tent
commented, on how he believed the concept of Cirque du Soleil was good for the
Pier as a Southern California destination.
• A resident commented that they did not feel that events such as CDS improve their
quality of life.
• Parking Survey Findings. A few Pier businesses mentioned that the finding that only
4 percent of Pier visitors indicated they usually park in the 1550 Lot and were
displaced due to CDS seemed incorrect. They believe the figure was higher.
• Cirque’s Compensation to the City - The amount of money Cirque pays the City to
perform in Santa Monica was questioned. Is the amount appropriate or too low?
• Impact to Whom? - The report finds that CDS’ performance of KOOZA in Santa
Monica positively impacted both the Pier and the City of Santa Monica, but that the
distribution of positive and negative impacts varied by business type, with
restaurants faring positively and entertainment perhaps having some negative
impacts. At the meeting, it was suggested that only one restaurant along the Pier
benefited from the presence of Cirque.
Analysis/Methodology Comments
• Survey Sample. The survey was completed in two parts. Lauren Schlau Consulting
(LSC) surveyed persons at two locations on the Pier and then, due to the disbursal
patterns of Cirque attendees, decided to survey the Cirque attendees online.
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Addendum- Cirque du Soleil Economic Impact
2
Questions were raised on the size of the survey sample and whether it was an
appropriate selection.
o Both the in person survey and online survey had an acceptable sample size.
Over 1,200 Cirque patrons answered the online sample and 300 persons
completed the onsite survey. The onsite survey had a sample variance of 5.6
percent at the 95 percent confidence level, while the online survey had a 2.8
percent sample variance at the 95 percent confidence level.
o Cirque provided the list of emails that were mailed the online survey. This
list is supposed to represent all ticket purchasers who made their emails
available.
• High Share of Santa Monica Residents. The survey found that almost 20 percent of
CDS visitors surveyed were from Santa Monica. Applied across all CDS attendees
this assumption works out to almost 36,000 Santa Monica residents visiting CDS, a
little more than 40 percent of all of Santa Monica residents. This figure seems high;
while Santa Monica residents are the target profile of people who would attend CDS,
it is possible that Santa Monica residents answered the survey in greater proportions
than other populations.
• Santa Monica Residents Impacts. The initial report included the full impact of Santa
Monica residents’ spending, but the report has been adjusted to account for Santa
Monica resident spending that was likely to have happened in the City of Santa
Monica if CDS was not present.
• Persons who did not visit due to CDS. A number of questions came up about
measuring the impacts/surveying those who did not come to the Pier due to CDS.
This factor was taken into consideration as AECOM initiated this study. A
methodology was developed that was not dependent on measuring who did not
come. As described in Appendix II: Economic Impact Methodology, the report is able
to instead compare the revenue performance of the Pier without CDS to the Pier
performance with CDS, holding for annual and monthly performance.
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Packet Pg. 206 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendices5.F.bPacket Pg. 207Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix I: Visitor Survey Report5.F.bPacket Pg. 208Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
REPORT ON PROFILE OF
“KOOZA” BY CIRQUE DU SOLEIL ATTENDEES
AND SANTA MONICA PIER VISITORS
Presented by:
Lauren Schlau Consulting
April 2010
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Packet Pg. 209 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 2
EXECUTIVE SUMMARY
Background
The City of Santa Monica (City) has authorized booking large scale special events to support
cultural arts and economic development goals. Targeting “off-peak” periods for such events
are seen as effective for attracting more visitors to the Santa Monica Pier and surrounding
area, and to generate incremental visitor spending.
The City allows special events to occupy portions of the “1550 PCH” Beach lot, the main
parking for the Pier, beach and other area venues. Structures erected to produce Cirque du
Soleil’s “Kooza” were sited on the 1550 PCH Beach lot from October to mid-December 2009.
While this eliminated about three-quarters of the lot’s available parking spaces, the City
provided nearby alternate parking with free shuttle service. Parking information and
directions were provided by the City through a link on Cirque du Soleil’s website.
We understand that the general community recognized the economic and related benefits
from Cirque du Soleil. However some Santa Monica Pier lessees were concerned as to
potential negative revenue impacts due to reduced parking while Cirque du Soleil occupied
the 1550 PCH lot, despite the parking mitigations and the event’s timing during an “off-
peak” period.
Study Purpose/Outcomes
Given this scenario, the City contracted for a research study to assess the impacts of Cirque
du Soleil’s “Kooza,” including an attendee profile and economic, parking and other impacts,
especially regarding the Santa Monica Pier.
Specifically, the research was designed to produce:
overall economic and fiscal impact estimates for the Cirque du Soleil “Kooza” event
a visitor profile of Santa Monica Pier visitors and of Cirque du Soleil attendees
the dynamics and impacts between Cirque du Soleil and the Santa Monica Pier
what, if any, larger planning issues need to be considered and/or addressed by the
City resulting from the research findings?
Methodology
Primary market research was undertaken in two phases. On-site interviews were conducted
at the Santa Monica Pier among 302 visitor groups. An internet survey was sent to 2,000
Cirque du Soleil ticket purchasers, with a robust 1,265 (63%) being returned.
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Packet Pg. 210 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 3
The primary research was directed by Lauren Schlau Consulting (LSC) to develop the Cirque
du Soleil attendee and the Santa Monica Pier visitor profiles. The research response data
were also utilized by Economics at AECOM as the basis for the economic impact estimates.
Key Points
The following are the key findings of the study related to the main study objectives.
Profile: The Cirque du Soleil attendee was mainly a Santa Monica or Los Angeles County
resident, married with or without children at home, of an average age of 46 and a high
annual household income of $110,000. They were highly likely to have visited Santa Monica
in the past year and on multiple occasions although less likely to have visited the Pier.
The Santa Monica Pier visitor was almost equally from within Los Angeles County as from
outside the area. They also tended to be married with children at home, of an average age
of 32 and a $67,000median annual household income. They were less likely to have visited
Santa Monica or the Pier in the past year as again many were from outside the region. They
also spent money but less than Cirque du Soleil attendees, however, they had a bigger
impact on lodging spending as more Pier visitors stayed overnight in Santa Monica.
These audiences were not highly comparable in terms of residence or demographics but can
be considered complementary in that each venue attracted a different audience. Many
Cirque du Soleil attendees also visited the Santa Monica Pier when in Santa Monica,
influenced to go there because they saw it from the “Kooza” tent area. Thus it can be
surmised that Cirque did attract a new/other audience to the Santa Monica Pier, although
perhaps relatively small, but of high income that may not generally visit the Pier.
Parking: The results of the survey revealed that parking by and large was a non-issue,
whether for Cirque du Soleil attendees or for Santa Monica Pier visitors. And notably more
than twice the percentage of Pier visitors said they actually parked in the 1550 PCH lot the
day they were there compared to the percentage who said they usually park in that lot. In
addition, the Pier experience was rated quite favorably with but a few negatives related to
parking.
Future Considerations: From a qualitative standpoint, it appears that Cirque du Soleil
was an overall benefit to Santa Monica and, for the most part, to the Pier. The City and
Cirque seem to have done a good job of providing alternate parking and shuttle service and
of communicating this information via the Cirque’s and city’s websites. Issues among Pier
lessees are less clear cut as Pier businesses were affected differently – some very positively
and others negatively- by Cirque du Soleil. There may be additional effective ways for the
Pier to target market to the special event audiences on the 1550 PCH lot to ensure that all
lessees can capture their fair share of this incremental audience.
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Packet Pg. 211 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
LSC
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Packet Pg. 212 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 5
Main Purpose in Santa Monica
▪ Overall, 71% of total respondents indicated that their main purpose for being in
Santa Monica was to see Cirque du Soleil, while 14% were mainly visiting the Santa
Monica Pier. This result may be expected in that the on-line survey was returned by
four times more Cirque du Soleil attendees than the number of visitors interviewed
on the Pier.
Other Purposes in Santa Monica
Respondents also indicated other purposes in Santa Monica, which reflect that Cirque du Soleil
attendees and Santa Monica Pier visitors did other things in Santa Monica than their main
purpose, as discussed below segmented by main purpose.
▪ Among those visiting the Santa Monica Pier as their main purpose, 32% also went to
Pacific Park, 29% named the Pier as another purpose and 10% went to Cirque du
Soleil. In contrast, only 3% of Pier visitors had “no” other than their main purpose.
▪ Among those attending Cirque du Soleil as their main purpose, 35% also ate out in
Santa Monica restaurants, 25% visited the Santa Monica Pier, 15% named Cirque du
Soleil, 14% were just walking around/sightseeing, while 3% also went to Pacific Park.
Of these attendees, 31% said they had “no” other than their main purpose that day.
Table 1 – Summary of Main and Other Purpose/Activity
Main Purpose/Activity
Pier CdS
Main purpose/activity – Cirque du Soleil 0% 100%
Main purpose/activity – Pier 100% 0%
Other purpose - Cirque du Soleil 10% 15%
Other purpose – Pier 29% 25%
Other purpose – eat in Santa Monica restaurants 8% 35%
Other purpose – go to Pacific Park 32% 3%
Other purpose – Walk around/sightsee 48% 14%
No other than main purpose/activity 3% 31%
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Packet Pg. 213 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 6
Santa Monica Pier Visitor Activities
Any respondents who visited the Santa Monica Pier the day they were in Santa Monica
specified their activities on the Pier, as discussed below.
▪ As may be expected, those visiting the Pier as their main purpose visitors did many
activities on the Pier. Over one-half, 52% strolled on the Pier, 33% played arcade
games, 22% ate at a Pier restaurant and 18% browsed or shopped at a Pier store.
▪ Also, 43% of total Pier visitors played games at Pacific Park, 38% rode rides at
Pacific Park and 25% ate at Pacific Park.
▪ Again 28% of those with Cirque du Soleil as their main purpose also went to the
Santa Monica Pier and Pacific Park (as noted in the table above). They did somewhat
fewer Pier activities in total, 75% versus 90% for mainly Pier visitors, while more of
them, 35% ate at a Pier restaurant versus 22% of Pier main purpose visitors and
20% browsed in Pier shops. However, only 3% of Cirque du Soleil patrons went to
Pacific Park versus 32% of mainly Pier visitors.
Table 2 – Santa Monica Pier Activities
Total
Main Purpose
Pier CdS
Base: Visited Pier 700 228 349
Just stroll/sightsee 62.9%51.5% 66.5%
Other 3.6%3.0% 3.8%
Pier Specific
Eat at a Pier restaurant/snack bar 28.8%22.0% 35.4%
Browse/shop at Pier shops 20.3%17.9% 20.2%
Play games at the Playland Arcade 16.4%32.7% 8.5%
Ride the Pier Carousel 9.5%14.8% 7.1%
Visit the Pier Aquarium 2.6%1.4% 2.1%
Hear music or dance at Rusty’s 1.1%0.2% 2.1%
Subtotal Pier 79.2%89.9% 75.4%
Pacific Park Specific
Play Pacific Park games 24.1%43.9% 13.1%
Pacific Park rides 21.0%37.8% 12.3%
Eat at Pacific Park food outlets 15.0%24.6% 11.1%
Subtotal Pacif. Park 60.1%106.3% 36.5%
5.F.b
Packet Pg. 214 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 7
Influences on Cirque du Soleil Attendees to Visit the Santa Monica Pier
The Cirque du Soleil attendees who visited the Santa Monica Pier were asked what
influenced them to go there even though it was not their main purpose that day.
▪ Of the Cirque du Soleil attendees surveyed on-line who also visited the Pier that day,
49% were influenced to go to the Pier when seeing the Pier from Cirque du Soleil..
Another 6% had been influenced to visit the Pier from “Kooza” ads or the website.
▪ Of the smaller Cirque du Soleil attendee sample interviewed at the Pier, 71% in total
were influenced to visit the Pier due to already being at “Kooza,”, from seeing the
Pier when at “Kooza,” or from Pier ads on the Cirque du Soleil website.
Santa Monica Pier Rating
▪ Of all respondents who visited the Santa Monica Pier, 77% found the experience very
or extremely enjoyable, while only 5% found it not enjoyable. The overall mean
rating was 4.03 (out of 5), or “very enjoyable.”
▪ Those mainly visiting the Pier rated their experience slightly higher, at 4.19 versus
3.94 for those mainly attending Cirque du Soleil, both in the “very enjoyable” range.
▪ For the 5% of Pier visitors with an unenjoyable Pier experience, 37% cited difficulty
parking.
Santa Monica Visitation in Past Twelve Months
▪ Over three-quarters or 76% of respondents (excluding Santa Monica residents) had
visited the city of Santa Monica in the past twelve months (“repeat”) while 24% had
not “first time”). Those who had made 11 visits on average in that period, or nearly
once per month.
▪ Not surprisingly, more who had visited Santa Monica before lived closer; 87% of Los
Angeles County residents had visited, compared to 60% of Californians, 31% of
Other U.S. residents, and 11% of International residents.
▪ Of those whose main purpose was the Santa Monica Pier (that day), 55% had visited
Santa Monica in the past twelve months, and those who did came 3.6 times on
average in the twelve month period.
▪ Santa Monica had been visited by 83% whose main purpose was Cirque du Soleil, a
higher percentage than for those whose main purpose was to visit the Pier. Those
who had visited in that period made an average of 13.7 visits or more than one per
month. Cirque du Soleil’s audience was more locally based than the Pier’s, giving
them greater opportunity to visit Santa Monica, which in fact they did more often.
Santa Monica Pier Visitation in Past Twelve Months
5.F.b
Packet Pg. 215 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
LSC percent
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5.F.b
Packet Pg. 216 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 9
Total
Main Purpose
Pier CDS
% Spent money anywhere in Santa Monica (that day) 86.7% 82.9% 86.6%
% Spent money at Cirque du Soleil (per all groups) 72.6% 63.0% 71.8%
Average Spent at Cirque du Soleil (per all groups) $32.53 $29.67 $32.48
% Spent money at Santa Monica Pier (per all groups) 70.5% 83.8% 62.5%
Average Spent at Santa Monica Pier (per all groups) $58.57 $56.99 $61.20
% Spent money in Santa Monica (excl. Cirque or Pier/group) 41.6% 17.6% 42.7%
Average Spent in Santa Monica (excl. Cirque or Pier /group) $55.79 $36.64 $51.89
Avg. spent for parking (per car) $5.84 $4.73 $6.29
At Cirque do Soleil
▪ Overall, 73% of all Cirque du Soleil attendee groups spent In-Tent at “Kooza”
(excluding tickets); 58% purchased beverages, nearly 50% bought food and 41%
spent on gifts/souvenir items.
▪ Overall, “Kooza” attendees who made any purchase spent an overall average of $47
per-group, while all groups whether or not they spent, averaged overall spending of
nearly $33 at the performance.
▪ On average, each Cirque du Soleil attendee group purchased 2.9 tickets. They spent
an overall average of $282 per group, or $97 per-person for their tickets.
On the Santa Monica Pier
▪ Overall, 71% of all Santa Monica Pier visitor groups spent money somewhere on the
Pier. About one-quarter, 24% of groups bought meals/snacks, 15% bought
beverages 11% bought gifts/souvenirs, 10% spent at other Pier outlets and 6%
bought admission tickets. 1
▪ Of Pier visitors who spent at Pacific Park, 40% bought food/meals, 39% bought
beverages, 33% spent on rides/arcade games, and 10% bought gifts/souvenirs at
Pacific Park.
▪ All buyer groups averaged $88.56 in total purchases on the Pier.
▪ All groups whose main purpose was the Pier averaged spending of $76 on the Pier.
▪ All groups whose main purpose was attending Cirque du Soleil averaged spending of
$98 on the Pier.
▪ Applying this spending to all groups (who did and did not spend), resulted in an
average of $58 spent per-group on the Pier. Cirque du Soleil main purpose attendee
groups spent more overall on the Pier, $61, versus $57 by groups who were mainly
visiting the Pier.
In Santa Monica Area (excl. Pier or Cirque du Soleil)
1 On the Pier, admission is charged for the Aquarium and the New York Trapeze School.
5.F.b
Packet Pg. 217 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
spending amount $
LSC
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nta Monica.
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ose
5.F.b
Packet Pg. 218 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
LSC
0%
5%
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15%
20%
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15
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ue du Soleil
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hibit 4 – W
reason why
ue du Soleil
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mean rating
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and 16% us
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day while on
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and 13% pa
ters or 79%
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nts who drov
hey visit San
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City of
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% of regular
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(4 = easiest
ve, 35% rep
nta Monica.
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que
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ich differed
he Civic Cen
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f note, 11%
er visitors r
that Day a
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while 20%
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and Where
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same (53%)
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enue) by dr
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re, 22% use
ee locations
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tors reporte
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tors who dro
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age 11
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ly
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not a
5.F.b
Packet Pg. 219 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
LSC
1
Percent of visitors
It is valu
well as b
Over
▪ In to
Santa
resid
▪ By m
resid
Santa
▪ Of th
resid
▪ The n
hours
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“Kooz
▪ The 5
▪ Most
a priv
Grou
Profile o
0
20
40
60
80
100
uable to con
by group typ
rnight vs. D
tal, 84% we
a Monica re
ents staying
main purpose
ents, 18% w
a Monica.
hose mainly
ents, 9% w
Exhibit
nearly 95%
s there that
visitors aver
za” attende
5% of non-l
overnight v
vate residen
up Type
f Cirque du S
Total
sider the re
pe, househo
Day-Only
ere day-only
sidents (cou
g overnight
e, 72% of m
were Santa
attending C
ere Santa M
t 5 – Day-O
who were d
t day.
raged 3.5 h
es, likely du
ocal overnig
visitors, 73%
nce of friend
City of
Soleil “Kooza”
Pi
Day SM
esults by day
old composit
y visitors (e
unted as day
in Santa Mo
mainly Pier v
Monica resi
Cirque du So
Monica resid
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day-only vis
ours in the
ue to the 2.5
ght visitors
% stayed in
ds/family.
f Santa Monic
” Attendees a
ier Main P
Resid O
y-only or ov
tion and dem
xcluding Sa
y-only), and
onica.
visitors were
idents and 1
oleil, 89% w
ents, and o
vernight Vi
sitors in San
area compa
5 hour perfo
in Santa Mo
a Santa Mo
ca
and Santa Mo
Purp C
Overnight
vernight visi
mographics,
anta Monica
d nearly 5%
e day-only n
10% were v
were day-on
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ared to 4.7 h
ormance tim
onica spent
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onica Pier Vis
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itation in Sa
, as discusse
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% were non-
non-Santa M
visitors stayi
ly non-Sant
re overnight
Santa Mon
spent an ave
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me.
an average
or motel and
itors
Pa
Purp
anta Monica,
ed below.
12% were
L. A. County
Monica
ing overnigh
ta Monica
t visitors.
nica
erage of 4.6
verage for
of 2.75 nig
d 23% staye
age 12
, as
y
ht in
6
hts.
ed in
5.F.b
Packet Pg. 220 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 13
▪ Overall, respondent groups were closely split between being a couple, 40% or in a
family group, 37%. Another 18% were in a mixed group of friends or family.
▪ By main purpose, Pier visitors were relatively split, with 36% in a family group and 33%
who were a couple and 24% in a mixed group.
▪ Somewhat more Cirque du Soleil than Pier attendees, 43% were in a couple, with a
comparable 37% in a family group and fewer, 17% in a mixed group.
Overall, respondent group size averaged 1.55 persons. The average was 1.72 for those
mainly visiting the Pier and 1.52 for those mainly attending Cirque du Soleil.
Respondent Household Composition and Demographics
▪ Overall, respondent households were fairly evenly distributed, with 30% single adults,
29% married/partnered couples with children, 26% married/ partnered couples without
children, and 12% in other types of households.
▪ Respondents averaged 43.1 years of age.
▪ By ethnicity/race, 63% of respondents identified as Caucasian, with 13% Hispanic/
Latino, 8% Asian-American and 3% African-American.
o By main purpose, Pier visitors were somewhat more diverse, with 60% who
identified as Caucasian, 19% were Hispanic/Latino, 8% Asian-American and 4%
African-American (13% were other or did not state).
o Of Cirque du Soleil attendees 65% identified as Caucasian, 11% as Hispanic/
Latino, 8% as Asian-American and 3% as African-American (13% were other or
did not state).
▪ Overall, 53% of the respondents were female and 47% were male.
▪ The overall median income level for respondent households was a reported $101,000.
o By main purpose, the Pier visitor household median was $66,700 and it was
$109,900 for Cirque du Soleil attendees.
5.F.b
Packet Pg. 221 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 14
Cirque du Soleil “Kooza” Behaviors and Ratings
This section summarizes behaviors and ratings by “Kooza” attendees who responded to the
on-line survey.
Experience with Cirque du Soleil Productions
▪ An 86% majority of on-line respondents had seen a live Cirque du Soleil production
prior to “Kooza.” Only 4% did not know much about Cirque du Soleil.
Performance Time Attended
▪ 60% of Cirque du Soleil patrons attended a weekend performance and 38% attended
on a weekday, while 53% attended in the afternoon and 45% attended at night.
“Kooza” Ratings
▪ More than 85% of all attendees indicated that they highly liked “Kooza.” On the
rating scale (1 = least liked to 10 = most liked), “Kooza” was rated at 8.93.
▪ Consistent with their high level of liking “Kooza,” 90% said they were very likely to
recommend “Kooza” to other friends and family members.
▪ 89% of “Kooza” attendees indicated that they would be highly likely to attend
another Cirque du Soleil production in their area.
5.F.b
Packet Pg. 222 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 15
CONCLUSIONS
Cirque du Soleil Attendee & Santa Monica Pier Visitor Comparative Profile and
Impacts
A key outcome of this research was to profile Cirque du Soleil attendees and Santa Monica
Pier visitors and in doing so, to determine if the venues’ audiences were complementary,
additional or deterrent to the other. This is discussed below followed by a detailed summary
table of the main profile factors based on and comparing respondents’ main purpose in
Santa Monica, that is, attend Cirque du Soleil or visit the Santa Monica Pier.
Audience Attracted by Residence and Demographics: While there was some overlap,
the Santa Monica Pier attracted a greater share of non-local visitors, whereas a high share
of Cirque du Soleil attendees were Santa Monica and Los Angeles County residents. As
such, a much higher percentage of Cirque du Soleil attendees, 83% had visited Santa
Monica in the past year versus 55% of mainly Pier visitors. Thus, Cirque du Soleil likely had
far less impact in attracting out-of-county visitors to Santa Monica than did the Pier. At the
same time, not surprisingly, given Cirque du Soleil’s average $100 ticket price, its audience
was of much higher income, older and less ethnically diverse than the Pier visitor. As well,
in that 17% of Cirque du Soleil attendees had not visited Santa Monica in the past twelve
months, it can be assumed that while relatively small, indeed an additional market of older,
more upscale patrons was attracted to Santa Monica due to “Kooza.”
Visitation and Activities on Santa Monica Pier: Of all those surveyed, 55% had visited
the Santa Monica Pier in the past year, as had 56% of Cirque du Soleil attendees,
suggesting that up to 44% of Cirque du Soleil attendees could be potential new Pier visitors.
Overall, 25% whose main purpose was attending Cirque du Soleil did visit the Santa Monica
Pier the day they attended “Kooza.” About one-half were influenced to visit the Pier solely
because they saw the Pier from the Cirque du Soleil area. Had the event been staged
elsewhere in the city likely fewer would have visited the Pier and surrounds.
As would be expected, those mainly visiting the Pier engaged in many more activities on the
Pier than those who mainly attended Cirque du Soleil, however far more of the Cirque du
Soleil attendees ate at Pier restaurants than did mainly Pier visitors. On the other hand, the
biggest difference in Pier activities was for Pacific Park where 32% of Pier goers visited
versus only 3% of Cirque du Soleil attendees.
The Santa Monica Pier experience was rated highly by those mainly visiting the Pier and
those mainly attending Cirque du Soleil. In fact, somewhat surprisingly, the Pier was rated
highest by the highest income group.
5.F.b
Packet Pg. 223 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 16
Spending: Overall, 87% of all respondents regardless of their purpose spent money in
Santa Monica the day they were there. Overall, 73% spent at Cirque du Soleil and spent an
average of $33 per group, 71% of groups spent on the Santa Monica Pier and spent an
average of $59 each, and 42% of all groups spent elsewhere in Santa Monica that day and
spent an average of $56 each. This reflects the wide economic impact that both Pier
visitors and Cirque du Soleil attendees had not only on their respective main venues but
throughout the city, particularly by those for whom Cirque du Soleil was their main purpose.
Parking: As most respondents, 91% arrived in Santa Monica (or to their venue) by driving,
conveniently located and available parking would be an important factor in their experience.
About three-quarters of the parking spaces at the 1550 PCH Beach lot were occupied by
Cirque du Soleil thus were unavailable for parking from October through December,
considered to be an off-peak visitor period. Pier lessees expressed concerns that many of
their regular patrons would be deterred from visiting the Pier once patrons realized that
parking was limited in this Pier adjacent lot and would be directed to parking farther away.
Only 4% of those for whom the Pier was their main purpose and visiting the Pier that day
indicated that they usually park in the 1550 PCH lot. However, that day, 11% of those
whose main purpose was the Pier parked at the 1550 Beach lot. Although this study could
not account for people who decided not to come at all or left the area after either seeing
congestion at the 1550 Beach lot or being redirected elsewhere to park, this tends to
suggest that parking a the 1550 lot was not a particular problem.
5.F.b
Packet Pg. 224 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 17
Table 4 – Summary Profile Santa Monica Pier Visitors & Cirque du Soleil Attendees
Total Main Purpose
Pier/PP Cirque
Residence area: City/area within Los Angeles County 59.9% 46.4% 64.3%
Santa Monica 16.6% 6.3% 19.9%
Net L.A. County 76.5% 52.7% 84.2%
California outside L.A. County 14.2% 19.7% 12.9%
Another U.S State outside California 5.7% 16.0% 2.4%
Country outside the U.S. 3.6% 11.6% 0.4%
Seen Cirque du Soleil perform live (before “Kooza”) 86.2% 72.2% 86.3%
Visited Santa Monica (past 12 months; non-SM resident) 75.6% 55.4% 82.7%
Avg. Number of past visits to Santa Monica 11.01 3.59 13.72
Visited Santa Monica Pier in past 12 months (all respond) 55% 48% 56%
Avg. Number of past visits to Santa Monica Pier 3.4 2.7 3.5
Main Purpose Today: See Cirque du Soleil 71.3% 0.0% 100.0%
Visit the Santa Monica Pier 14.2% 88.2% 0.0%
Visit Pacific Park 1.9% 11.8% 0.0%
Other Purpose(s) Today: See Cirque du Soleil 20.2% 10.2% 14.7%
Visit the Santa Monica Pier 29.3% 28.8% 24.7%
Visit Pacific Park 8.7% 32.3% 3.4%
Top Activities on SM Pier
Just stroll/sightsee 62.9% 51.5% 66.5%
Eat at a Pier restaurant/snack shop 28.8% 22.0% 35.4%
Play games at Pacific Park 24.1% 43.9% 13.1%
Ride rides at Pacific Park 21.0% 37.8% 12.3%
Browse or shop at Pier shops 20.3% 17.9% 20.2%
Play games at the Playland Arcade 16.4% 32.7% 8.5%
Eat at the Pacific Park food outlets 15.0% 24.6% 11.1%
% Spent money at Cirque du Soleil (per all groups) 72.6% 63.0% 71.8%
Average Spent at Cirque du Soleil (per all groups) $32.53 $29.67 $32.48
% Spent money at Santa Monica Pier (per all groups) 70.5% 83.8% 62.5%
Average Spent at Santa Monica Pier (per all groups) $58.57 $56.99 $61.20
% Spent money in Santa Monica area (excl. Cirque or
Pier/ group) 41.6% 17.6% 42.7%
Average Spent in Santa Monica (excl. Cirque or Pier
/group) $55.79 $36.64 $51.89
Avg. spent for parking (per car) $5.84 $4.73 $6.29
Mean rating: easy (4) – difficult (1) to find parking 2.97 3.02 2.95
# hours in Santa Monica that day (day visitors only) 4.59 3.51 4.66
% staying overnight in Santa Monica 4.5% 10.2% 2.4%
# days stayed overnight 2.75 3.43 2.22
Lodging: Hotel/motel/hostel 73.3% 84.1% 71.1%
Lodging: Private residence of friends/family (unpaid) 23.3% 13.6% 22.2%
Travel party: couple 39.9% 32.9% 42.3%
Travel party: family group (2+ people) 36.8% 36.0% 36.9%
% in party under age 18 28.2% 32.3% 27.5%
Single adult 29.7% 39.5% 25.8%
Household: Married/partnered couple with children 28.8% 29.8% 29.4%
Household: Married/partnered couple without children 26.0% 18.0% 28.3%
Median age of respondent 43.14 31.75 46.23
Caucasian 63.1% 59.6% 64.7%
Hispanic/Latino 12.7% 19.3% 11.1%
Asian/Asian American 8.2% 7.9% 8.0%
African/African American 3.0% 4.4% 2.6%
Median household annual income $100,985 $66,667 $109,891
Respondent %: Female 53.3% 50.4% 55.1%
Respondent %: Male 46.7% 49.6% 44.9%
5.F.b
Packet Pg. 225 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 18
DETAILED FINDINGS
Background
In recent years the City of Santa Monica has booked large scale special events to support
local economic development and cultural arts goals. Holding events during off-peak periods
near the Santa Monica Pier that target a regional audience was determined as effective to
boosting Santa Monica Pier attendance, as well as to generate additional visitor spending.
To accommodate such special events, the City Council adopted a policy authorizing licensing
a portion of the “1550 PCH” Beach parking lot for extended periods. The 1550 PCH lot is
located just north of the famed Santa Monica Pier, adjacent to the Beach and to Pacific
Coast Highway, and within walking distance of Palisades Park and downtown Santa Monica,
and serves as the main parking lot for these and other venues.
Events held on the 1550 PCH Lot have included the now legendary Cirque du Soleil’s first
North American run in 1987, a subsequent Cirque du Soleil shows, and the 2006 Ashes &
Snow photography exhibition. Cirque du Soleil returned with “Kooza” that ran from October
16 – December 20, the subject of this report. This event required temporary structures to
be erected on the 1550 PCH lot eliminating about three-quarters of the available spaces.
Visitors who drove to the 1550 PCH lot were directed to alternate parking in the nearby
Civic Center structure or the 2030 Ocean Beach lot, both of which offered free shuttle
service to the event, the beach and the Pier area. The City of Santa Monica posted detailed
parking information on its web site through a link on the Cirque du Soleil website.
Cirque du Soleil’s return was generally supported in view of perceived economic and
community benefits. However, some Pier lessees expressed concerns about Cirque du
Soleil’s impacts due to the reduced parking at 1550 PCH despite the City’s parking
mitigation strategies and the event’s timing during an “off-peak” period.
Study Purposes/Outcomes
Given this scenario, the City and others sought an objective assessment of these impacts.
The City contracted for an economic impact study and attendee profile of Cirque du Soleil’s
“Kooza” production. The study also documents the event’s impacts on Santa Monica and
provides Santa Monica Pier visitor and Cirque du Soleil attendee demographics, their Santa
Monica experience and their spending.
5.F.b
Packet Pg. 226 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 19
Questions addressed by the study include:
What was the demographic profile of Cirque du Soleil attendees and Santa Monica
Pier visitors? That is, who was the target audience of each venue and to what extent
were their demographics and visitation complementary?
What were the economic impacts to Santa Monica by Santa Monica Pier visitor and
Cirque du Soleil attendee spending during that specific visit; how did visitation and
spending intersect between the Pier and Cirque du Soleil?
Did this event attract a broader cross-section of patrons to Santa Monica than would
visit otherwise, offering marketing opportunities for the City and for its venues?
To what extent did Cirque du Soleil location on the PCH 1550 lot impact Pier/Pacific
Park parking and attendance?
What if any larger planning related issues may need to be considered and/or
addressed by the City resulting from the research findings?
The main outcomes of the research provide:
overall economic and fiscal impact estimates for the Cirque du Soleil “Kooza” event
a visitor profile for Santa Monica Pier and Cirque du Soleil, including motivations for
visitation, venues visiting, activities, past visitation, residence, spending and
demographics
the influence of Cirque du Soleil on Pacific Park visitation
Project Team
The study was conducted by the joint team of Economics at AECOM and Lauren Schlau
Consulting (LSC).
Economics at is a well known economic and planning research firm, formerly Economics
Research Associates (ERA), owned by AECOM, an international engineering consulting firm.
The Westwood Los Angeles office of Economics at AECOM performed the economic impact
analysis and estimated the associated economic impacts.
LSC, based in downtown Los Angeles, specializes in consulting and market research related
to economic development, with extensive experience working with cities, visitor bureaus,
attractions and special events. LSC was responsible for overseeing the market research
process and performed the patron analysis of this study.
5.F.b
Packet Pg. 227 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 20
Study Approach Data and Sample Variance
The study consisted of the following overall tasks:
1) review and analysis of Cirque du Soleil and Santa Monica Pier performance and related
data and studies to contextualize the situation;
2) on-site interviews among 302 Santa Monica Pier visitors in November and December,
2009;
3) an on-line survey of 1,265 Cirque du Soleil ticket-purchasers (solicited via e-mail from a
list provided by Cirque du Soleil) in two waves in December, 2009.
The sample variance rates are as follows:
▪ the 302 respondents interviewed on-site at the Santa Monica Pier have a sample
variance of ∀5.6% (at 50% response), at the 95% confidence level.
▪ the 1,265 Cirque du Soleil attendee respondents interviewed on-line have a sample
variance of ∀2.8% (at 50% response), at the 95% confidence level.
▪ the combined 1,567 respondents interviewed on-site and on-line have a sample variance
of ∀ 2.5% (at 50% response), at the 95% confidence level.
The interview response data were tabulated with detailed “cross-tab” segments, weighted
for individuals (versus groups) then analyzed to develop the behavior and demographic
profile. Spending data were used as the basis for the economic and fiscal impact estimates.
Interviews
Of the 302 attendee groups interviewed on-site at the Santa Monica Pier, 56% took place at
the main entrance to Pacific Park and 44% were at the Carousel area. Interviewing was
varied by time of day and day of the week as shown below.
Table a – On-Site Interviewing Periods
Afternoon vs. Evening Total Weekday vs. Weekend Total
Base: on-site 302 Base: on-site 302
Afternoon weekend (S-S noon-6pm) 51.0% Afternoon weekend (S-S noon-6pm) 51.0%
Afternoon weekday (M-F noon-6pm) 28.5% Evening weekend (S-S 6pm-12am) 7.3%
Total Afternoon 79.5% Total weekend 58.3%
Evening weekday (M-F 6pm-12am) 13.2% Afternoon weekday (M-F noon-6pm) 28.5%
Evening weekend (S-S 6pm-12am) 7.3% Evening weekday (M-F 6pm-12am) 13.2%
Total Evening 20.5% Total weekday 41.7%
5.F.b
Packet Pg. 228 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 21
Reading the Tables
Headings
The narrative results in the detailed findings section include numerical summary tables. The
tables present a series of banner headings listed across the top, as follows:
Table b – Table Headings
Total
Main
Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100 100-199 200+
The headings represent the following subgroups of respondents.
Total: all qualified respondents for that specific question, referred to as Total or Overall.
Main Purpose
Pier: respondents in this column are those who visited the Santa Monica Pier as the
main purpose (but not necessarily their sole purpose) for visiting Santa Monica that
day (when interviewed).
CDS: respondents for whom attending Cirque du Soleil was the main purpose/venue
for being in Santa Monica that day.
Residence
SM: respondents residing in Santa Monica
LA Co: respondents residing in a city/area of Los Angeles County (outside of Santa
Monica)
CA: respondents residing in California (outside of Los Angeles County)
US: respondents residing in other states of the U.S. (outside California)
Int’l: respondents residing in another country (outside the United States)
Age
18-34: respondents who identified their age as 18-34 years old
35-54: respondents who identified their age as 35-54 years old
55+: respondents who identified their age as 55 or more years old
Income
<100: respondents reporting their annual household income as below $100,000
100-199: reported annual household income of $100,000 to $199,999
200+: reported annual household income of $200,000 or more
5.F.b
Packet Pg. 229 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 22
In addition some tables include a heading for Performance time, as follows:
Performance Time
W-day W-end Day-T Evng
W-day: those who attended Cirque du Soleil at a time during the week
W-end: those who attended Cirque du Soleil at a time during a weekend
Day-T: those who attended Cirque du Soleil for a daytime performance
Evng: those who attended Cirque du Soleil for an evening performance
Figures with Color Highlights
Percentages within the tables may be highlighted with either red (darker) or blue (lighter).
A red (dark cell) percentage is statistically higher in comparison to the
corresponding percentage for the Total.
A blue (lighter cell) percentage is statistically lower than the corresponding
percentage for the Total.
In the example below, 55.4% of Main Purpose Pier said Yes they have visited before. That
is statistically lower compared to the 75.6% of those who said Yes in the Total Column. The
82.7% of Main Purpose CDS who said Yes is statistically higher compared to the 75.6% of
those who said Yes in the Total Column.
Table c - Cell Significance Comparison Example
Total
Main Purpose
Pier CDS
Base: Non-SM residents 1312 211 919
YES, visited before 75.6% 55.4% 82.7%
NO, first time past 12 mos. 24.4% 44.6% 17.3%
The narrative generally rounds percentages to the nearest whole number while the
percentage shown in the tables is to the .10%.
Acknowledgement
The consultant team appreciates the support and cooperation of the City of Santa Monica,
the Santa Monica Pier and Cirque du Soleil in facilitating the successful undertaking and
completion of this study.
5.F.b
Packet Pg. 230 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 23
DETAILED FINDINGS
Residence Area
A 60% majority of all respondents were from a city or area within Los Angeles
County (excluding Santa Monica), with another 17% from Santa Monica. Thus,
nearly 77% in total were residents of L.A. County.
An additional 14% were from California (outside L.A. county), with nearly 6% from
another U.S. state (non-California) and 4% from a foreign country.
Among those whose main purpose was visiting the Pier, only 6% were Santa Monica
residents, with 46% from other L.A. County areas. With 20% from California, 16%
from Other U.S. areas and 12% from foreign countries, these were higher than the
Total, reflecting the extent that the Pier drew residents from outside the region.
For those whose main purpose was attending Cirque du Soleil, 64% were from L.A.
County and nearly 20% from Santa Monica, both higher than the Total, with fewer,
13% from California, 2% from Other US areas and .4% from international countries,
reflecting the extent that Cirque du Soleil drew residents from within the region.
By income level, a higher proportion of those with highest household income, 84%
were from LA County.
Table 5 - Residence Area
Total
Main Purpose Income (000)
Pier CDS Other <100 100-199 200+
Base: Respondents 1567 228 1131 208 567 393 187
A city or area within Los Angeles County 59.9% 46.4% 64.3% 51.9% 61.7% 57.0% 59.2%
Santa Monica 16.6% 6.3% 19.9% 11.3% 12.1% 16.2% 24.9%
Total LA County 76.5% 52.7% 84.2% 63.2% 73.8% 73.2% 84.1%
In California outside L.A. County 14.2% 19.7% 12.9% 14.6% 14.0% 18.2% 11.6%
In another U.S State outside California 5.7% 16.0% 2.4% 11.0% 8.5% 4.4% 3.2%
In a country outside the U.S. 3.6% 11.6% 0.4% 11.0% 3.6% 4.1% 1.1%
5.F.b
Packet Pg. 231 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 24
Main Purpose in Santa Monica
▪ Overall, 72% of respondents indicated they were in Santa Monica to see Cirque du
Soleil and 14% were visiting the Santa Monica Pier as their main (primary) purpose.2
▪ Of those interviewed on the Santa Monica Pier, 62% gave their main purpose as
visiting the Pier, whereas 87% of the on-line sample (Cirque du Soleil ticket buyers)
said seeing Cirque du Soleil was their main purpose in Santa Monica that day.
▪ This result may be expected due to the survey methodology and number of
responses, in that the on-line version was returned by 1,265 Cirque du Soleil
attendees, versus the 302 interviews completed on the Pier. At the same time, the
results also show that respondents at both venues had other purposes for being in
Santa Monica.
Table 6 – Top Main Purpose in Santa Monica - by Interview Type
Total*
Interview Type
On-Site On-line
Base: 1567 302 1265
See Cirque du Soleil 72.2% 12.3% 86.5%
Visit the Santa Monica Pier 13.9% 62.6% 2.3%
Eat in a Santa Monica restaurant 3.7% 0.3% 4.5%
Go to 3rd Street Promenade 2.4% 4.0% 2.1%
Go to the Santa Monica Beach 2.1% 9.3% 0.4%
Just walk around/sightsee/hang out 1.2% 3.3% 0.7%
* The responses: visit friends or relatives/personal/family related, go to Main Street/Farmers Market,
conduct business/attend a meeting or conference, attend a special event (not CdS), shop/ browse,
bike/skate/stroll on the boardwalk or promenade, see a movie, go to a SM night club or bar, were
each mentioned by fewer than 1% and not shown above.
Looking at main purpose by demographic factors provides additional insight, as follows.
▪ Cirque du Soleil as the main purpose revealed that the closer the resident area, the
more likely attending “Kooza” was their main purpose in Santa Monica that day. Thus,
85% of Santa Monica residents were seeing “Kooza” as their main purpose, 77% of L.A.
County residents were mainly seeing “Kooza,” as were 65% of Californians, 30% of
Other U.S. residents and 8% of international visitors.
▪ Visiting the Santa Monica Pier was also highly related to residence, but the reverse to
Cirque du Soleil; the farther the resident area from Santa Monica, the more likely the
Pier was their main purpose that day. Thus, only 6% of Santa Monica residents and 10%
2 These percentages must be viewed in the context that 80% of the total respondent base were on-
line Cirque du Soleil ticket purchasers while 20% were those interviewed on-site at the Pier. It is
more accurate to look at the percentages under the Interview Type column.
5.F.b
Packet Pg. 232 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 25
of L.A. County residents were mainly visiting the Pier, compared to 22% of Californians,
45% of Other U.S. and 48% of foreign residents.
▪ In terms of age, of those aged 18-34, 51% were seeing “Kooza” as their main purpose,
76% of those 35-54 were mainly attending it, as were 80% of those aged 55+.
▪ Santa Monica Pier visitation was also highly related to age, but again reverse of Cirque,
with 29% of younger respondents mainly visiting the Pier, decreasing to 12% of middle-
age respondents then only 6% for those aged 55+.
▪ Similarly seeing Cirque du Soleil also differed highly by income. Of those with household
income under $100,000, 54% stated “Kooza” as their main purpose, compared to 77%
with $100,000-200,000 income, and rising to 87% of those with $200,000 income.
▪ Visiting the Santa Monica Pier as the main purpose also highly related to income, but
again in reverse of Cirque. Those mainly visiting the Pier was highest for lower income
respondents at 24%, 10% for those with middle income, and decreasing to only 1%
among those earning $200+.
Table 7 – Top Main Purpose in Santa Monica – by Residence, Age and Income
Total
Residence Age Income ($000)
SM LA Co CA US Int'l 18-34 35-54 55+ <100 100-
199 200+
Base: 1567 255 912 239 105 56 456 730 381 567 393 187
See Cirque du
Soleil
71.3% 85.4% 76.6% 64.7% 30.3% 8.4% 51.3% 75.9
%
79.9
%
54.4
%
76.9
%
87.0
%
Visit the Santa
Monica Pier
14.2% 6.1% 9.6% 22.4% 44.7% 48.4% 28.6% 11.6
%
6.3% 23.6
%
9.5% 1.1%
Eat in a Santa
Monica restaurant
3.2% 3.4% 3.4% 3.9% 0.7% 0.0% 1.5% 2.9% 5.7% 1.4% 4.3% 5.7%
Go to 3rd Street
Promenade
2.5% 0.5% 2.8% 2.6% 7.2% 1.1% 5.5% 1.8% 1.5% 3.4% 2.5% 4.1%
Go to the Santa
Monica Beach
2.1% 1.1% 1.3% 2.4% 6.6% 13.7% 4.1% 1.9% 0.6% 4.2% 1.4% 0.5%
Go to Pacific Park 1.9% 0.0% 2.9% 0.0% 0.7% 4.2% 1.0% 2.9% 0.0% 5.2% 0.2% 0.0%
Just walk around/
sightsee/hang out
1.5% 0.2% 0.8% 1.6% 1.3% 20.0% 2.4% 0.8% 2.6% 2.4% 2.6% 0.3%
Note: responses: visit friends or relatives/personal/family related, go to Main Street/Farmers Market,
conduct business/attend a meeting-conference, attend a special event (not CdS), shop/ browse, bike/
skate/stroll, see a movie, go to a SM night club or bar, were each mentioned by fewer than 1%.
Other Purposes/Activities in Santa Monica (in addition to main purpose/activity)
Respondents also reported “other” purposes/activities while in Santa Monica that day. Not
surprisingly these varied by main purpose rather than in total, discussed as follows.
Of those whose main purpose was Cirque du Soleil, 35% also ate out in Santa
Monica restaurants, 25% visited the Santa Monica Pier, 15% named Cirque du Soleil
as another purpose, and 14% were walking around/sightseeing.
5.F.b
Packet Pg. 233 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 26
▪ In contrast, of those whose main purpose was visiting the Santa Monica Pier, 48%
also walked around/went sightseeing, 32% went to Pacific Park and 29% visited the
Santa Monica Pier as top other purposes of that day.
Table 8 – Top “Other” Purposes/Activities in Santa Monica –by Main Purpose
“Other Purposes/activities”
Main Purpose
Pier CDS
Base: 228 1131
Eat in a Santa Monica restaurant 7.9% 35.4%
Visit the Santa Monica Pier 28.8% 24.7%
See Cirque du Soleil 10.2% 14.7%
Just walk around/sightsee/hang out 47.6% 14.1%
Go to 3rd Street Promenade 6.5% 10.4%
Shop/browse 10.2% 8.5%
Go to the Santa Monica Beach 5.8% 7.3%
Visit friends or relatives/personal or family related 4.9% 6.2%
Go to Pacific Park 32.3% 3.4%
Bike/skate/stroll on the boardwalk or promenade 0.9% 5.0%
Go to a Santa Monica night club or bar 2.1% 2.4%
Go to Montana Avenue 0.7% 4.3%
Go to Main Street/Farmers Market 0.2% 2.9%
Conduct business/attend meeting or conference 1.6% 1.5%
See a movie 0.5% 0.9%
Attend a special event (not CS) 0.0% 0.9%
Attend an art museum 0.5% 0.9%
Other 1.4% 1.5%
No other venues/activities 3.2% 30.7%
Other Purpose in Santa Monica by Residence, Age and Income
▪ Major differences in “other purpose” also were evident by residence, age and income.
By residence, more Santa Monicans, 37% also ate in a lcoal restaurant, and 23% went
to Cirque du Soleil, while 30% indicated “no other” purpose or activity.
▪ Of L.A. County residents 31% ate in a Santa Monica restaurant, 29% visited the Pier and
19% went to Cirque du Soleil, while 30% cited “no other” purpose or activity.
▪ More Californians, 34% visited the Pier, 29% ate in a Santa Monica restaurant, 27%
were sightseeing/strolling, and 22% went to Cirque du Soleil.
5.F.b
Packet Pg. 234 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 27
▪ Other U.S and International visitors were mainly also either just visiting/sightseeing, or
going to the Santa Monica Pier. Almost all of them had other purposes.
▪ More younger people and lower income visited the Pier and were just walking around in
addition to their main activity, while more, 30% of older people went to Cirque du Soleil
and 46% ate in Santa Monica restaurants, although 28% of the older group did no other
activities.
Table 9 – Top “Other” Purposes in Santa Monica – by Residence, Age and Income
Total
Residence Age Income ($000)
SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 255 912 239 105 56 456 730 381 567 393 187
Eat in a SM
restaurant 30.2% 36.5% 30.6% 28.7% 26.3% 6.3% 24.4% 31.6% 32.7% 24.2% 28.6% 45.7%
Visit Santa Monica
Pier 29.3% 14.0% 29.3% 34.2% 48.0% 52.6% 37.1% 28.2% 24.0% 38.9% 30.5% 22.4%
Just walk around/
sightsee/hang out 21.7% 12.2% 18.1% 27.1% 46.1% 66.3% 32.9% 18.2% 19.4% 28.4% 16.2% 17.8%
See Cirque du
Soleil 20.2% 23.0% 19.3% 21.8% 22.4% 11.6% 20.4% 16.8% 29.8% 22.4% 18.8% 24.3%
Shop/browse 12.0% 9.5% 11.0% 11.3% 17.8% 32.6% 14.7% 10.6% 12.8% 14.3% 11.6% 10.5%
Go to 3rd Street
Promenade 11.4% 9.2% 11.3% 10.0% 17.1% 21.1% 14.7% 10.3% 11.3% 11.7% 12.4% 15.9%
Go to Pacific Park 8.7% 4.5% 7.1% 17.4% 15.1% 8.4% 11.9% 9.8% 1.8% 13.6% 6.9% 3.8%
Go to the Santa
Monica Beach 7.7% 7.2% 7.7% 7.4% 8.6% 9.5% 8.7% 8.1% 5.5% 7.9% 8.7% 8.1%
Visit friends or
relatives/personal
or family related
7.2% 7.7% 6.4% 3.9% 19.7% 11.6%8.9% 6.9% 6.3% 6.2% 7.8% 12.7%
Bike/skate/stroll
on the boardwalk
or promenade
4.7% 5.0% 5.5% 3.7% 1.3% 0.0% 5.1% 5.1% 3.3% 4.0% 8.4% 2.7%
Go to Montana
Avenue 3.6% 7.2% 3.4% 1.8% 1.3% 0.0% 1.9% 3.4% 5.9% 3.3% 2.9% 8.6%
No other purpose/
activities 22.4% 30.0% 24.0% 20.0% 2.6% 0.0% 14.5% 24.6% 24.6% 15.0% 22.8% 28.4%
Note: the responses: go to Main Street/Farmers Market, conduct business/attend a meeting or
conference, attend a special event (not CS), see a movie, or go to a SM night club or bar, were each
mentioned by fewer than 3%.
Santa Monica Visitation in Past Twelve Months
Visitation Incidence
▪ In the past twelve months 76% of respondents (excluding Santa Monica residents), had
visited Santa Monica and 24% had not, as shown in the table below.
▪ For those whose main purpose was the Santa Monica Pier, 55% had visited Santa
Monica in the past twelve months versus 83% whose main purpose was Cirque du Soleil.
This is likely because the Pier attracted more non-local visitors as discussed above.
5.F.b
Packet Pg. 235 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 28
▪ Not surprisingly, past Santa Monica visitation was higher by those residing closer to Santa
Monica and diminished with distance. Thus, 87% of L. A. County residents had visited
versus 60% of Californians, 31% of Other U.S. and 11% of International residents.
▪ Fewer youngest respondents, 66% had visited Santa Monica, versus 78% of 35-54 year-
olds and 81% of those 55+. This pattern was similar for income, with visitation
increasing with income.
Table 10 - Santa Monica Visitation Past Twelve Months
Total
Main Purpose Residence Age Income ($000)
Pier CDS LA Co CA US Int'l
18-
34 35-54 55+ <100
100-
199 200+
Base: Non-
SM resident
1312 211 919 912 239 105 56 406 589 317 498 322 140
YES, visited
before 75.6% 55.4% 82.7% 87.4% 60.3% 30.9% 10.5% 65.5% 77.8% 81.3% 69.7% 75.0% 88.5%
NO, first time
past 12 mos. 24.4% 44.6% 17.3% 12.6% 39.7% 69.1% 89.5% 34.5% 22.2% 18.7% 30.3%25.0% 11.5%
Number of Visits to Santa Monica
▪ Overall, non-residents have visited Santa Monica on average 11 times in the past
twelve months or about one visit per month (including this visit).
▪ Again, not surprisingly, Santa Monica visitation differed by residence. The most trips
were made by those who reside closer to the area and diminished with distance.
Thus, Los Angeles County residents have visited about 15 times, versus 4 trips by
Californians, 1.6 visits by Other U.S. residents, and 1.1 by International residents.
▪ Younger respondents visited somewhat less often, averaging 8 visits versus 12 by
those aged 35-54 and 13 by those aged 55+. Similarly, visit frequency rose with
income, again likely due to the relationship between age and income.
Table 11 – Number of Visits to Santa Monica in Past Twelve Months
Total
Main Purpose Residence Age Income ($000)
Pier CDS LA Co CA US Int'l 18-34 35-54 55+ <100 100-199 200+
Base: non-
SM resident
1312 211 919 912 239 105 56 406 589 317 498 322 140
1 time 24.4% 44.6% 17.3% 12.6% 39.7% 69.1% 89.5% 34.5% 22.2
%
18.7
%
30.3% 25.0% 11.5%
2-3 times 15.0% 23.5% 13.0% 12.5% 25.0% 19.7% 9.5% 14.6% 15.0
%
15.6
%
18.2% 13.9% 14.0%
4-5 times 13.5% 12.6% 14.4% 14.4% 16.6% 5.3% 0.0% 13.2% 13.7
%
13.4
%
13.2% 14.8% 13.3%
6-10 times 14.6% 7.7% 17.8% 18.2% 7.9% 2.6% 0.0% 11.5% 16.1
%
14.0
%
11.9% 18.1% 11.5%
11-20 times 9.8% 3.2% 12.1% 12.5% 4.5% 0.7% 1.1% 7.3% 9.7% 12.9
%
9.6% 7.3% 15.1%
21-40 times 12.1% 4.5% 12.7% 15.4% 4.7% 2.6% 0.0% 11.1% 11.9
%
13.6
%
9.7% 10.6% 15.1%
5.F.b
Packet Pg. 236 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 29
41+ times 10.6% 4.0% 12.7% 14.4% 1.6% 0.0% 0.0% 7.7% 11.4% 11.8% 7.1% 10.2% 19.4%
Mean: 11.01 3.59 13.72 15.28 3.51 1.63 1.11 8.13 12.22 13.48 8.13 10.03 17.73
Santa Monica Pier Visitation in Past Twelve Months
Santa Monica Pier Visit Incidence
▪ Among all respondents (including Santa Monica residents), 55% had visited the Santa
Monica Pier in the past twelve months and 44% had not, as shown in the table below.
▪ For those whose main purpose (that day) was to visit the Santa Monica Pier, 48% had
visited the Pier in the past twelve months versus 56% whose main purpose was Cirque
du Soleil. This is likely because the Pier attracted more non-local visitors who could visit
less often than the more locally based Cirque du Soleil attendees.
▪ As expected, Santa Monica Pier visitation was higher by those who resided closer to the
area and diminished with distance. Thus, 60% of Los Angeles County residents have
visited versus 39% of Californians, 23% of Other U.S. residents, and 11% of
International residents.
▪ Respondents under age 54 were somewhat more likely to have visited the Pier, about
56% versus 46% of those aged 55+. However, this pattern was not similar for income,
as 62% of the highest income group of $200,000+ had visited the Pier versus about
55% of those with income of under $100,000. This may be the case due to higher Pier
visitation by international residents who reported the second highest household income
of any resident segment (detailed later).
Table 12 – Santa Monica Pier Visitation in Past 12 Months
Total
Main Purpose Residence Age Income ($000)
Pier CDS LA Co CA US Int'l 18-34 35-54 55+ <100 100-
199 200+
Base: 1567 228 1131 912 239 105 56 456 730 381 567 393 187
Yes 54.7% 47.6% 56.3% 60.4% 38.7% 23.0% 10.5% 55.5% 57.5% 45.8% 53.1% 57.1% 62.2%
No (0 or 1st in
past 12 mos.)
45.3% 52.4% 43.7% 39.6% 61.3% 77.0% 89.5% 44.5% 42.5% 54.2% 46.9% 42.9% 37.8%
Number of Visits to the Santa Monica Pier
▪ Overall, those who had visited the Santa Monica Pier in the past twelve months did so an
average of 3.4 times or about one visit per quarter (including this visit).
▪ Again, Santa Monica Pier visitation was highest among those who resided closer to the
area and diminished with distance. Thus, Santa Monica residents averaged 6.1 visits
versus 3.6 visits by Los Angeles County residents, 1.9 by Californians, 1.2 by Other U.S.
residents, and 1.1 visits by International residents.
5.F.b
Packet Pg. 237 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 30
▪ By age, middle-aged respondents 35-44 visited more often, averaging 3.6 visits versus
3.2 by those aged 55+ and 2.9 by those aged 18-34.
▪ Somewhat surprisingly, the number of Pier visits rose as income rose. This may be due
to the impact of Santa Monica residents who frequent the Pier most and have the
highest income of any segment by residence.
Table 13 – Number of Visits to the Santa Monica Pier in the Past 12 Months
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100 100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
No visits (0) 26.3% 0.0% 34.1% 27.7% 27.9% 31.6% 8.6% 0.0% 12.6% 27.3% 38.3% 17.9% 26.5% 31.6%
1 time 28.3% 52.4% 21.5% 14.6% 21.9% 39.5% 69.7% 89.5% 39.4% 24.9% 26.1% 34.6% 28.0% 22.4%
2 times 10.6% 10.4% 10.7% 7.7% 12.8% 6.6% 8.6% 7.4% 11.9% 11.4% 7.0% 11.8% 7.5% 10.5%
3 times 10.7% 11.8% 10.7% 10.6% 11.5% 10.5% 9.2% 2.1% 11.4% 10.1% 11.6% 10.9% 10.4% 9.7%
4-5 times 10.0% 12.3% 9.5% 14.4% 10.8% 6.6% 3.3% 0.0% 10.4% 11.0% 6.5% 10.3% 11.0% 6.8%
6-10 times 7.5% 3.7% 8.0% 12.2% 8.7% 1.3% 0.7% 0.0% 6.6% 8.2% 6.1% 6.9% 10.3% 11.1%
10+ 6.6% 9.3% 5.4% 12.8% 6.4% 3.9% 0.0% 1.1% 7.7% 6.9% 4.4% 7.5% 6.3% 7.8%
Mean (in. 0) 2.48 2.70 2.33 4.44 2.60 1.32 1.13 1.11 2.53 2.64 1.95 2.52 2.47 2.80
Mean (ex. 0) 3.36 2.70 3.53 6.14 3.60 1.92 1.24 1.11 2.89 3.63 3.16 3.07 3.37 4.09
Santa Monica Pier Visitor Activities (that day)
Again, 40% of the Total had visited the Santa Monica Pier (as their main or other purpose)
that day. Their specific activities on the Pier and at Pacific Park are as follows.
▪ Overall, 79% of all Santa Monica Pier visitors did Pier activities (excluding strolling)
and 60% did activities at the Pier’s Pacific Park. In total, 63% went strolling/sight-
seeing on the Pier, 29% ate at a Pier restaurant/snack bar, 24% played games at
Pacific Park, 21% rode Pacific Park rides, and 20% shopped/browsed at Pier shops.
▪ Overall 90% of Pier main purpose visitors did Pier activities and 106%3 listed Pacific
Park activities, compared to 75% of Cirque du Soleil main purpose attendees who did
Pier activities and 37% who did Pacific Park activities.
▪ As may be expected, Pier main purpose visitors generally did many activities on the
Pier including 51% who went strolling/sightseeing, 44% who played games at Pacific
Park, 38% rode Pacific Park rides, 33% played games at the Pier’s Playland Arcade,
25% ate at Pacific Park and 22% ate at a Pier restaurant/snack bar.
▪ Of Cirque du Soleil main purpose attendees who also visited the Pier, 66% went
strolling/sightseeing, 35% ate at a Pier restaurant/snack bar, 20% browsed/shopped
3 This exceeds 100% due to multiple activities mentioned per respondent.
5.F.b
Packet Pg. 238 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 31
at a Pier store, 13% played games at Pacific Park, 12% rode Pacific Park rides, and
11% ate at Pacific Park, their top activities there.
▪ Lower income and mid-aged groups were more likely than others to play games, ride
the rides, and eat at Pacific Park and to play games at the Pier Arcade.
Table 14 - Specific Activities on the Santa Monica Pier
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: Visited
Pier
700 228 349 71 352 134 87 56 279 296 125 314 166 49
Just stroll/sightsee 62.9%51.5%66.5%57.3% 58.7% 62.9% 76.2% 81.1% 71.1% 57.8% 65.9% 57.6% 66.1% 73.9%
Other 3.6%3.0%3.8%9.2% 3.4% 3.1% 2.3% 1.1% 4.7% 3.2% 2.8% 3.1% 5.7% 0.9%
Pier Only (excl Pac. Park, stroll/sightsee & other)
Eat at a Pier rest-
aurant/snack bar
28.8%22.0%35.4%32.8% 28.1% 31.9% 30.0% 18.9% 26.4% 27.0% 40.9% 24.7% 29.6% 44.1%
Browse/shop at
Pier shops
20.3%17.9%20.2%15.3% 18.4% 17.0% 37.7% 23.2% 18.5% 21.2% 20.5% 16.5% 21.8% 39.6%
Play games at the
Playland Arcade
16.4%32.7%8.5%15.3% 21.1% 12.2% 9.2% 6.3% 12.9% 21.8% 2.8% 25.6% 6.8% 16.2%
Ride the Pier
Carousel
9.5%14.8%7.1%6.9% 12.1% 10.0% 2.3% 4.2% 8.8% 11.6% 2.8% 12.2% 8.6% 7.2%
Visit the Pier
Aquarium
2.6%1.4%2.1%6.1% 0.8% 1.7% 10.0% 2.1%0.6% 3.3% 4.5% 1.5% 2.1% 15.3%
Hear music or
dance at Rusty's
1.1%0.2%2.1%6.9% 0.3% 0.9% 0.0% 0.0% 0.6% 1.3% 1.1% 0.2% 0.7% 7.2%
Subtotal Pier 79.2%89.9%75.4%83.3% 81.8% 73.7% 89.2% 54.7% 68.6% 86.6% 72.6% 81.6% 69.6% 129.6
%
Pacific Park Only
Play Pacific Park
games
24.1%43.9%13.1%12.2% 28.1% 26.2% 20.8% 13.7% 21.2% 31.6% 1.7% 31.6% 13.9% 27.0%
Pacific Park rides 21.0%37.8%12.3%14.5% 26.4% 17.5% 14.6% 11.6% 15.7% 28.3% 4.0% 28.0% 15.0% 21.6%
Eat at Pacific Park
food outlets
15.0%24.6%11.1%22.9% 14.0% 19.7% 13.1% 2.1% 6.1% 22.2% 5.7% 17.6% 12.1% 12.6%
Subtotal Pacif.
Park
60.1%106.3%36.5%49.6% 68.5% 63.4% 48.5% 27.4% 43.0% 82.1% 11.4% 77.2% 41.0% 61.2%
Note: columns add to more than 100% due to multiple responses.
Influence on Visiting the Santa Monica Pier among Cirque du Soleil Attendees
Again, 25% of those whose main purpose was to attend Cirque du Soleil also visited the
Santa Monica Pier that day. They indicated how they were influenced to visit the Pier as
discussed below, presented first for the Cirque du Soleil on-line survey respondents followed
by the Cirque du Soleil attendees interviewed on-site.
Influences of Visiting the Pier among On-Line Cirque du Soleil Attendees
▪ Nearly one half or 49% of all Cirque du Soleil attendees said that seeing the Santa
Monica Pier from Cirque du Soleil made them want to visit the Pier.
▪ Nearly as many, 41% had separately decided to visit both venues that day. A few, 6%
heard about the Pier from the “Kooza” website and wanted to visit.
5.F.b
Packet Pg. 239 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 32
▪ Those influenced to visit the Pier having seen it from the Cirque du Soleil site varied by
residence. It was highest among the closer-in residents, 69% for Santa Monica
residents, then dipping to 44% for L.A. County residents, but jumping to 54% for
Californians, dropping to 27% for U.S. residents.
Table 15a - Influence on Visiting the Santa Monica Pier among Cirque du Soleil
On-Line Respondents
Total
Main Purpose Residence Income ($000)
Pier CDS SM LA Co CA US <100 100-199 200+
Base: Visited SM Pier 398 30 312 55 223 90 30 158 107 40
Seeing the Pier from the CdS
site enticed us to visit the Pier
49.4% 38.9% 52.0% 68.6% 44.1% 53.8% 27.0% 46.7% 50.0% 40.7%
We separately decided to visit
both sites that day
40.7% 41.7% 39.8% 19.0% 48.3% 40.9% 32.4% 42.1% 40.9% 40.7%
I/we heard about the Pier from
advertising for Kooza and/or on
the CdS website and wanted to
visit also
6.4% 8.3% 4.9% 4.8% 4.5% 5.3% 32.4% 9.7% 5.5% 7.0%
I/we decided to get tickets for
KOOZA because I/we saw the
CdS tent from the Pier
3.5% 11.1% 3.3% 7.6% 3.0% 0.0% 8.1% 1.5% 3.7% 11.6%
Santa Monica Pier Visit Influence among Cirque du Soleil On-Site Respondents
The Cirque du Soleil attendees who were interviewed on the Santa Monica Pier indicated if
going to Cirque du Soleil influenced them to visit the Pier that day as discussed below.
▪ Just over one-half or 52% of Cirque du Soleil attendees interviewed on the Santa Monica
Pier said they were already attending Cirque du Soleil and wanted to visit the Pier too.
For 21% attending Cirque du Soleil had no impact as they had already planned to visit
both that day, and 15% saw the Pier from Cirque du Soleil and wanted to go there too.
Table 15b - Pier Visitation Influence among Cirque du Soleil On-Site Respondents
Total*
Base: on-site: Cirque du Soleil attendee visited SM Pier 44
Yes – Were already at or attending Cirque du Soleil, wanted to go to the Pier also 52.4%
Yes - I saw the Pier from Cirque du Soleil and wanted to go there too 14.6%
Yes - I heard about the Pier from Cirque du Soleil marketing or web site 3.9%
Net “Yes:” going to Cirque influenced visit to Pier 70.9%
No impact - separately decided to visit both today 21.4%
No impact - went to Cirque du Soleil because I saw the tent from the Pier 2.9%
Net “No:” going to Cirque did not influence visit to Pier 24.3%
DK/ No response 4.9%
* The small base of qualified respondents is insufficient to show segment data.
5.F.b
Packet Pg. 240 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 33
When Santa Monica Pier Visitors Decided to Visit the Pier
▪ Of the Total who visited the Santa Monica Pier that day, 52% had decided before they
arrived in Santa Monica, while 21% decided from the Cirque du Soleil area and another
21% decided upon arriving in Santa Monica.
▪ Clearly, these responses vary by main purpose, as 83% of those mainly visiting the Pier
decided earlier to visit the Pier, whereas 43% of those mainly attending Cirque du Soleil
decided before arriving, and another 38% decided at the Cirque du Soleil site.
▪ The percentage who decided to visit before arrival increased with distance away from
Santa Monica, decreased with age, and somewhat with income, while the percentage
that decided from the Cirque du Soleil site greatly increased with age and income,
reflecting the older and high income skew of Cirque du Soleil attendees.
Table 16 - When Decided to Visit the Santa Monica Pier
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100
100-
199 200+
Base: Visited
SM Pier
700 228 349 71 352 134 87 279 296 125 314 166 49
Earlier or
before arriving
in Santa
Monica
58.2% 82.8% 42.7% 32.1% 59.0% 58.5% 65.4% 60.1% 59.3% 50.0% 65.3% 47.5
%
51.4%
Today, from
the Cirque du
Soleil area
21.3% 3.0% 38.0% 40.5% 23.1% 17.9% 13.8% 14.3% 21.8% 33.5% 14.5% 24.6
%
38.7%
On arriving in
Santa Monica
20.6% 14.2% 19.3% 27.5% 18.0% 23.6% 20.8% 25.6% 19.0% 16.5% 20.2% 27.9% 9.9%
Rating of Experience on the Santa Monica Pier
▪ Of all respondents who visited the Santa Monica Pier, 77% found the experience
very or extremely enjoyable, while only 5% found it not enjoyable. The overall
mean rating was 4.03 (out of 5).
▪ International and California residents were slightly less positive rating the Pier at
3.94 and 3.87 respectively, compared to 4.25 by Santa Monica and 4.32 U.S.
residents.
▪ The ratings varied little by age group but did slightly by income, with the middle-
income group slightly less favorable, rating it 3.87, while perhaps surprisingly,
the upper income group rated their enjoyment second highest of any segment at
4.29.
5.F.b
Packet Pg. 241 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 34
Table 17a - Rating of Experience on the Santa Monica Pier
Total
Residence Age Income ($000)
SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: Visited
P&PP
700 71 352 134 87 56 279 296 125 314 166 49
Extremely
enjoyable 31.5% 45.8% 26.1% 30.1% 48.5% 28.4% 31.1% 31.9% 31.3% 31.1
% 23.9% 48.6%
Very enjoyable 45.1% 34.4% 52.8% 38.9% 33.8% 40.0% 42.4% 46.2% 46.6% 46.4
% 44.3% 32.4%
Extremely/very 76.7% 80.2% 78.9% 69.0% 82.3% 68.4% 73.6% 78.1% 77.8% 77.5% 68.2% 81.1%
Somewhat
enjoyable 18.0% 19.1% 16.7% 19.2% 15.4% 26.3% 22.6% 14.8% 21.0% 19.8
%
20.4
% 18.0%
Somewhat
unenjoyable 4.4% 0.8% 3.2% 11.8% 0.8% 4.2%3.3% 5.9% 0.6% 2.4% 11.1% 0.9%
Very unenjoyable 0.7% 0.0% 1.3% 0.0% 0.0% 0.0% 0.0% 1.0% 0.6% 0.4% 0.0% 0.0%
Haven't been
there yet 0.2% 0.0% 0.0% 0.0% 1.5% 1.1% 0.6% 0.1% 0.0% 0.0% 0.4% 0.0%
Mean rating 4.03 4.25 3.99 3.87 4.32 3.94 4.02 4.02 4.07 4.05 3.81 4.29
Rating scale: 5 = Extremely Enjoyable to 1 = Very Unenjoyable.)
Why the Santa Monica Pier Experience was Not Enjoyable
▪ For the few (5%) who had an unenjoyable experience on the Pier, 37% cited the
main reason related to difficulty parking.
▪ A few others were dissatisfied with the type of people there or generally dislike the
Pier for various reasons as shown below.
Table 17b - Why the Santa Monica Pier Experience was Not Enjoyable
Total*
Base: P&PP: Not enjoyable 26
Hard to park /not enough parking 37.5%
Not my kind of people 23.4%
Too many homeless people in area 18.8%
Not appeal/don't like 17.2%
Pier doesn't have what I want 14.1%
Too crowded 9.4%
Parking is too expensive 4.7%
Poor/bad service at Pier businesses 1.6%
Don't feel safe on the Pier 1.6%
Other 59.4%
* The small-qualified respondent base is insufficient to shown segment data.
5.F.b
Packet Pg. 242 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 35
Percentages should be use the with caution due to the small base.
Why Didn’t Visit the Santa Monica Pier while in Santa Monica (that day)
▪ About 55% of all respondents did not visit the Santa Monica Pier when in Santa
Monica. The main reason for 54% of the Total was “not enough time,” while fewer,
13% said the Pier was “of no interest,” 4% said it was “too crowded,” and just 3%
indicated it was a “hassle to get there.” As well, 9% said they “plan to visit the Pier
another time.”
▪ For those with Cirque du Soleil as their main purpose but did not visit the Pier then
gave similar reasons as the Total discussed above.
▪ Of all the segments, more those over age 55 cited “too hard to park/hassle to get
there,” but by only 5%.
Table 18 - Why Didn’t Visit the Santa Monica Pier While In Santa Monica
Total
Main
Purpose Residence* Age Income ($000)
CDS SM LA Co CA US 18-34 35-54 55+ <100 100-199 200+
Base: Net: No
visit to P&PP
867 782 184 560 105 18 177 434 256 253 227 138
Not enough time
to go to the Pier
53.6% 53.4% 39.3% 56.8% 62.9% 50.0% 54.5% 54.1% 51.8% 55.6% 57.9% 48.6%
Pier doesn't
interest me
13.3% 12.7% 15.7% 12.7% 9.3% 31.8% 14.3% 13.5% 12.1% 13.4% 13.4% 10.8%
Plan to go
another time
8.8% 9.1% 8.6% 9.6% 4.6% 4.5% 10.7% 9.7% 5.5% 8.8% 9.7% 8.1%
Too crowded 3.6% 3.9% 2.6% 4.1% 2.6% 0.0% 4.0% 4.4% 1.4% 5.2% 1.1% 8.1%
Too hard to park
/hassle to get
there
2.7% 2.8% 1.6% 3.1% 2.6% 0.0% 0.9% 2.1% 5.2% 2.2% 1.9% 3.5%
Was with others
who didn't want
to go there that
day
2.2% 2.4% 2.2% 1.7% 6.0% 0.0% 0.4% 2.2% 3.3% 1.1% 2.7% 2.7%
Don't like it/
heard bad
things about it
0.8% 0.9% 1.3% 0.8% 0.0% 0.0% 0.9% 1.2% 0.0% 0.3% 0.5% 2.3%
Don't know
enough about
the Pier
0.3% 0.3% 1.3% 0.0% 0.0% 0.0% 0.0% 0.5% 0.0% 0.0% 0.0% 0.0%
Other 14.8% 14.5% 27.5% 11.2% 11.9% 13.6% 14.3% 12.4% 20.8% 13.4% 12.9% 15.8%
* no international residents indicated not going to the Pier.
Why not Seeing Cirque du Soleil While in Santa Monica
▪ Cirque du Soleil was not their main or other purpose in Santa Monica for 19% of all
respondents.
▪ The main reason cited by 29% for not seeing Cirque du Soleil was they “didn’t know
about it,” and 27% said it “didn’t interest” them.
5.F.b
Packet Pg. 243 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 36
▪ Another 23% plan to see it another time, especially Santa Monicans, by 54% as well
as 30% of L.A. County residents.
▪ For those visiting the Pier as their main purpose, but not seeing Cirque du Soleil
while in Santa Monica, their reasons for not seeing Cirque du Soleil were similar to
the Total discussed above.
▪ Of all the segments, more of those aged 18-34, 37% said they did not know about
Cirque du Soleil.
Table 19 - Why not Seeing Cirque du Soleil While In Santa Monica
Total
Main
Purp.
Pier
Residence Age Income ($000)
SM LA Co CA US 18-34
35-
54 55+ <100
100-
199 200+
Base: on-
site/not
seeing CdS
258 192 14 107 38 51 159 77 22 138 47 3
Don't know
about it 28.6% 23.9% 0.0% 20.7% 23.6% 41.7% 37.1% 20.9% 26.1% 26.6% 32.6% 75.0%
Doesn't
interest me 26.8% 27.0% 4.2% 28.2% 32.6% 21.4% 25.4% 23.5% 50.0% 28.5% 12.8% 25.0%
Plan to see it
another time 19.8% 23.1% 54.2% 29.5% 7.9% 9.5% 15.6% 25.2% 13.0% 21.5% 19.8% 0.0%
Too expensive 11.7% 12.5% 25.0% 13.2% 14.6% 8.3% 9.8% 15.0% 4.3% 16.5% 1.2% 0.0%
Saw it already 6.3% 8.3% 12.5% 4.4% 9.0% 7.1%6.3% 7.3% 2.2% 4.7% 11.6% 0.0%
With others
who don't
want to/can't
see it
3.8% 3.9% 0.0% 2.6% 5.6% 7.1%3.1% 5.1% 0.0% 1.6% 12.8% 0.0%
Heard bad
things about it 0.2% 0.3% 4.2% 0.0% 0.0% 0.0% 0.0% 0.0% 2.2% 0.0% 0.0% 0.0%
Too hard to
park/hassle to
get there
0.2% 0.0% 0.0% 0.4% 0.0% 0.0% 0.4% 0.0% 0.0% 0.3% 0.0% 0.0%
Other 2.6% 1.0% 0.0% 0.9% 6.7% 4.8% 2.2% 3.0% 2.2% 0.3% 9.3% 0.0%
5.F.b
Packet Pg. 244 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 37
Spending
All on-site and on-line survey respondents reported their spending in Santa Monica the day
they were there. Spending was reported by group in-tent at Cirque du Soleil (excluding
tickets), on the Santa Monica Pier, and/or in Santa Monica outside of Cirque or the Pier.
The spending data were then aggregated (combined) and are reported on a per-group and
per-person basis, as discussed and shown in this section.
Percentage of Groups Spending In-Tent at Cirque du Soleil “Kooza”
▪ Overall, 73% of groups attending Cirque du Soleil spent money in-tent at “Kooza.”
▪ Of note, 63% of Pier main purpose visitors also spent at Cirque.
▪ Spending varied little by residence, with at least 72% spending at Cirque du Soleil
except for only 47% of International visitor groups.
▪ More, or 78% of the 35-54 age group spent at “Kooza,” versus 68% for those under 34
and 65% of those aged 55+.
▪ Somewhat surprisingly, more groups in the mid-income level, 81% spent, versus 76% of
the higher income segment and 68% of the lower income group.
Table 20a – Percentage of Groups that Spent at Cirque du Soleil
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l* 18-34 35-54 55+ <100
100-
199 200+
Base:
CDS
1309 36 1131 241 805 201 54 8 297 653 359 429 346 184
Yes 72.6% 63.0% 71.8% 71.9% 71.8% 78.7% 73.5% 46.7% 66.7% 77.3% 64.6% 67.6% 80.6% 75.4%
No 27.4% 37.0% 28.2% 28.1% 28.2% 21.3% 26.5% 53.3% 33.3% 22.7% 35.4% 32.4% 19.4% 24.6%
* the percentages in this column vary widely due to the small respondent base.
Penetration per Spending Category In-Tent at Cirque du Soleil
▪ In-Tent at “Kooza,” 58% of groups purchased beverages, nearly 50% bought food and
41% spent on gifts/souvenirs.
▪ This varied somewhat by residence, with 62% of both Santa Monicans and Californians
purchasing beverages In-Tent, versus 57% of L.A. County, 50% of Other U.S. and 47%
of International residents. About 50% of Santa Monica, L.A. County and California
residents bought food.
▪ By age, a higher percentage, or 64% of groups in the middle 35-54 age segment spent
on beverages, 57% of them bought food and 45% purchased gifts, the most by age.
▪ By income, 69% of the middle $100,000-200,000 income segment bought beverages,
59% bought food and 49% spent on gifts, the highest of the three income segments.
5.F.b
Packet Pg. 245 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 38
Table 20b - Penetration per Spending Category In-Tent at Cirque du Soleil “Kooza”
Spending
Penetration
by category
at “Kooza” Total
Main
Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l* 18-34 35-54 55+ <100
100-
199 200+
Base: CDS 1309 36 1131 241 805 201 54 8 297 653 359 429 346 184
Beverages at
Cirque 58.4% 54.3% 58.0% 62.4% 56.9% 62.2% 50.0% 46.7% 51.5% 64.2% 48.1% 51.1% 68.8% 64.2%
Food at Cirque 49.6% 39.1% 49.8% 50.5% 49.8% 51.5% 33.8% 46.7% 42.7% 56.9% 35.6% 41.9% 59.3% 54.9%
Gifts/souvenirs
at Cirque 41.2% 26.1% 41.0% 36.2% 43.8% 35.4% 42.6% 46.7% 35.0% 44.8% 36.2% 35.6% 49.4% 40.4%
* the percentages in this column vary widely due to the small respondent base.
Spending by Category at Cirque du Soleil
▪ At Cirque du Soleil, each group that purchased spent an overall average of $47. Item
purchases ranged from $44 for gifts/souvenirs, to $18 for food and $14 for beverages.
▪ There were slight differences in overall spending by residence, age or income, as shown
in the next table.
Table 20c – Spending by Category at Cirque du Soleil – Buyers/per-Group
Mean spent at
“Kooza” by
buyers Total
Main
Purpose Residence Age Income (*$1,000)
Pier* CDS SM
LA
Co CA US* Int'l* 18-34 35-54 55+ <100
100-
199 200+
Minimum Base:
Spent at CDS
485 9 419 76 312 71 20 4 100 263 122 154 136 70
Overall ($) 46.80 48.55 47.10 45.90 47.25 43.50 53.82 82.75 45.61 48.28 44.17 45.45 49.10 55.72
Gifts/souvenirs 43.78 54.89 44.87 46.05 43.11 43.00 53.86 42.50 47.06 43.59 43.43 43.31 44.20 54.59
Food 18.47 18.54 18.38 19.62 18.10 19.02 18.55 27.00 16.91 19.63 17.63 18.22 21.30 20.16
Beverages 14.05 14.11 13.91 16.05 13.89 14.00 14.83 13.25 13.70 14.28 13.82 13.22 14.64 16.67
* the amounts in this column vary widely due to the small respondent base.
Spending by Category In-Tent at Cirque du Soleil (all attendees)
▪ In-Tent at “Kooza”, all groups, whether or not they spent, averaged overall spending of
nearly $33. Item purchases ranged from $16 for gifts/souvenirs and $8 for food to
$almost $8 for beverages per-group.
▪ There were slight difference in overall spending by buyer residence, age or income, as
shown in the next table.
5.F.b
Packet Pg. 246 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 39
Table 20d – Spending by Category In-Tent at Cirque du Soleil (all attendees)
Mean
spending at
“Kooza” –
all groups Total
Main
Purpose Residence Age
Income
(*$1,000)
Pier CDS SM LA Co CA US Int'l*
18-
34
35-
54 55+ <100
100-
199 200+
Base: atten-
ded CDS
1309 36 1131 241 805 201 54 8 297 653 359 429 346 184
Overall($) 32.53 29.67 32.48 32.76 32.22 31.60 38.87 41.38 30.26 36.15 27.56 30.30 36.76 41.49
Gifts/souvenirs 16.22 13.72 16.62 14.52 16.71 15.19 21.94 21.25 15.85 17.56 14.76 15.55 17.37 20.77
Food 8.03 6.69 8.06 9.12 7.85 7.95 6.87 13.50 6.83 9.83 5.99 7.48 10.40 9.86
Beverages 7.66 7.44 7.49 9.59 7.44 7.39 7.96 6.63 7.10 8.60 6.43 6.62 9.06 10.14
* the amounts in this column vary widely due to the small respondent base.
Number of Cirque du Soleil Tickets Purchased
▪ In addition to In-Tent spending, each Cirque du Soleil attendee group purchased
2.89 tickets on average.
▪ The number of tickets purchased decreased as residence distance away from Santa
Monica increased.
▪ Attendees aged 35+ purchased slightly more or close to 3 tickets per group, versus
2.6 for those aged under 35.
▪ Tickets purchased rose with household income, from 2.6 per lower income group, up
to nearly 3.4 per each higher income group.
Table 20e –Number of Cirque du Soleil Tickets Purchased (per Group)
Total
Residence Age Income ($000)
SM LA Co CA US Int'l* 18-34 35-54 55+ <100
100-
199 200+
Base: CDS 1309 241 805 201 54 8 297 653 359 429 346 184
1 ticket 2.9% 0.8% 2.7% 1.5% 18.5% 12.5% 3.4% 2.1% 3.9% 4.9% 2.3% 0.0%
2 tickets 52.8% 51.0% 51.4% 58.2% 59.3% 62.5% 65.3% 46.9% 53.2% 58.7% 52.0% 41.3%
3 13.4% 14.5% 12.8% 15.4% 9.3% 12.5% 8.8% 16.8% 10.9% 15.2% 13.6% 14.1%
4 17.1% 16.6% 18.6% 13.9% 9.3% 12.5% 12.5% 19.8% 16.2% 12.6% 18.2% 22.3%
5 6.1% 7.9% 6.1% 5.5% 1.9% 0.0% 4.4% 6.7% 6.4% 4.7% 5.2% 9.8%
6+ 7.7% 9.1% 8.3% 5.5% 1.9% 0.0% 5.7% 7.7% 9.5% 4.0% 8.7% 12.5%
Mean: 2.89 2.99 2.93 2.76 2.17 2.25 2.64 3.00 2.91 2.58 2.92 3.38
* the percentages in this column vary widely due to the small respondent base.
5.F.b
Packet Pg. 247 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 40
Amount Spent on Cirque du Soleil Tickets Per-Group
▪ Overall, each group spent an average of $282 for their Cirque du Soleil tickets.
▪ Ticket spending decreased as residence distance away from Santa Monica increased,
from almost $300 for Santa Monica resident groups and $210 for Other U.S., to $165 for
International residents.
▪ Older groups spent more on tickets, averaging close to $300 versus $245 by youngest
attendees.
▪ Ticket spending rose sharply with household income, from an average of $235 by the
lower segment up to $410 per each highest income group.
Table 20f – Amount Spent on Cirque du Soleil Tickets Per-Group
Total
Residence Age Income ($000)
SM LA Co CA US Int'l* 18-34 35-54 55+ <100
100-
199 200+
Base: CDS 1309 241 805 201 54 8 297 653 359 429 346 184
<$100 6.6% 5.0% 6.5% 5.5% 14.8% 37.5% 8.1% 5.5% 7.2% 8.6% 5.2% 1.6%
$101-$200 34.1% 34.0% 33.3% 35.3% 42.6% 37.5% 42.1% 31.9% 31.8% 42.9% 34.1% 21.7%
$201-$300 27.5% 26.6% 27.3% 28.4% 31.5% 25.0% 26.3% 28.3% 27.0% 27.7% 29.2% 25.0%
$301-$400 12.5% 13.3% 13.8% 10.0% 1.9% 0.0% 10.1% 14.2% 11.4% 10.0% 13.0% 16.3%
$401-$500 7.5% 10.4% 6.3% 9.5% 5.6% 0.0% 4.4% 8.9% 7.5% 4.9% 7.5% 12.0%
$501-$750 6.4% 4.1% 7.3% 7.0% 1.9% 0.0% 5.7% 6.0% 7.8% 3.5% 6.6% 9.8%
>$750 5.3% 6.6% 5.5% 4.5% 1.9% 0.0% 3.4% 5.2% 7.2% 2.3% 4.3% 13.6%
Mean: ($) 281.75 297.17 288.87 281.12 210.24 165.00 245.49 292.04 298.10 235.51 282.57 409.66
* the percentages in this column vary widely due to the small respondent base.
Amount Spent on Cirque du Soleil Tickets Per-Person
▪ Applying the number of Cirque du Soleil tickets purchased to the total spent on tickets,
resulted in the mean ticket spending per-person. This amount varied less than on a per-
group basis.
▪ The overall per-person ticket spending was nearly $97.
▪ This varied little by residency except by International who spent less, $73 per ticket
▪ Ticket amount varied only slightly by age but more so by income, from $90 by the
lowest income group to $116 by the highest group, thus increasing with income, even
after factoring out the number of tickets purchased.
5.F.b
Packet Pg. 248 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 41
Table 20g – Amount Spent on Cirque du Soleil Tickets Per-Person
Total
Residence Age Income ($000)
SM LA Co CA US Int'l* 18-34 35-54 55+ <100
100-
199 200+
Base: CDS 1309 241 805 201 54 8 297 653 359 429 346 184
$50 or less 7.7% 6.6% 8.0% 7.5% 7.4% 25.0% 8.4% 8.1% 6.4% 8.6% 7.5% 4.3%
$51-$75 24.0% 24.5% 24.6% 21.4% 22.2% 25.0% 27.3% 22.2% 24.5% 29.4% 23.1% 11.4%
$76-$100 33.9% 37.3% 32.7% 33.8% 35.2% 50.0% 31.6% 36.8% 30.6% 33.3% 35.8% 36.4%
$101-$125 18.6% 14.9% 20.1% 17.9% 18.5% 0.0% 18.5% 17.9% 20.1% 16.8% 22.0% 22.3%
$126-$150 8.6% 9.5% 8.2% 9.0% 9.3% 0.0% 7.7% 8.1% 10.0% 7.7% 6.6% 9.2%
$151+ 7.2% 7.1% 6.5% 10.4% 7.4% 0.0% 6.4% 6.9% 8.4% 4.2% 4.9% 16.3%
Mean: ($) 96.59 96.49 95.88 100.71 96.85 73.75 93.28 97.04 98.65 90.43 94.40 115.75
* the percentages in this column vary widely due to the small respondent base.
Spending at the Santa Monica Pier/Pacific Park
Spending at the Santa Monica Pier and at Pacific Park (on the Pier), is discussed and shown
in the next section. The base is all respondents who visited the Santa Monica Pier and/or
Pacific Park regardless of main purpose.
▪ Overall, 71% of those who visited the Santa Monica Pier spent money there.
▪ As may be expected, spending varied by purpose, as 84% of those visiting the Pier as
their main purpose spent there compared to 63% mainly attending Cirque du Soleil.
▪ By residence area, the percent that spent on the Pier varied slightly but generally rose
with distance away from the area, from 62% of Santa Monicans to 80% of U.S. and 78%
of International residents.
▪ The percent that spent on the Pier increased with age, from 68% among the youngest
up to 74% of the oldest age group.
▪ Somewhat surprisingly, the percent that spent on the Pier was consistent by income.
Table 21a – Percent of Groups Spending on the Santa Monica Pier/Pacific Park
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base:
SM Pier
700 228 349 71 352 134 87 56 279 296 125 314 166 49
Yes 70.5% 83.8% 62.5% 61.8% 70.0% 68.6% 80.0% 77.9% 68.3% 70.8% 73.9% 72.9% 70.4% 73.0%
No 29.5% 16.2% 37.5% 38.2% 30.0% 31.4% 20.0% 22.1% 31.7% 29.2% 26.1% 27.1% 29.6% 27.0%
5.F.b
Packet Pg. 249 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 42
Penetration by Spending Category at the Santa Monica Pier/Pacific Park
▪ Of those who attended and spent at Cirque du Soleil, nearly 40% purchased food/meals
at Pacific Park and 39% purchased beverages at Pacific Park, while 33% bought food/
meals at other Pier outlets (not Pacific Park), 24% spent on rides and arcade games at
Pacific Park and 15% spent on beverages at other Pier outlets.
▪ Not surprisingly, this varied by main purpose, with those whose main purpose was the
Pier generally had a higher percentage (penetration) of spending per category than the
Cirque du Soleil main purpose respondents, as shown in the table below.
▪ By residence, generally higher percentages of Other U.S. and International residents
spent on more items than other resident groups or the total who visited the Pier.
▪ Also, a higher percentage of both the lowest and the highest income groups spent on
food and beverages on the Pier and at Pacific Park compared to the Total.
Table 21b – Penetration by Spending Category at Santa Monica Pier/Pacific Park
Penetration
by SM Pier
visitors Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: SM Pier 700 228 349 71 352 134 87 56 279 296 125 314 166 49
Food/meals at
Pacific Park
39.5% 47.1% 36.1% 41.2% 41.0% 37.1% 36.2% 37.9% 30.9% 42.4% 46.6% 45.1% 38.6% 42.3%
Beverages at
Pacific Park
38.6% 57.8% 26.6% 38.9% 40.5% 27.5% 38.5% 51.6% 40.5% 40.7% 26.1% 47.8% 28.6% 50.5%
Food/meals not at
Pacific Park
32.9% 51.5% 20.4% 26.0% 35.1% 26.6% 30.0% 47.4% 30.0% 38.4% 18.2% 40.4% 26.1% 31.5%
Rides & arcade
games at Pacific
Park
24.1% 20.4% 24.0% 22.1% 20.3% 24.5% 40.8% 27.4% 20.4% 23.1% 35.2% 19.6% 23.9% 40.5%
Beverages not at
Pacific Park
15.0% 14.8% 10.5% 9.9% 8.4% 17.5% 34.6% 32.6% 17.6% 12.7% 18.2% 14.2% 13.2% 21.6%
Gifts/souvenirs
not at Pacific Park
10.5% 12.5% 5.2% 3.8% 4.6% 11.8% 32.3% 25.3% 11.6% 9.6% 11.4% 8.7% 14.3% 11.7%
Gifts/souvenirs at
Pacific Park
10.4% 9.0% 9.8% 9.9% 7.6% 6.6% 24.6% 18.9% 8.0% 10.7% 14.2% 7.6% 12.5% 21.6%
Other spending
on the Pier
10.4% 11.1% 9.2% 11.5% 8.6% 18.3% 4.6% 9.5% 9.9% 10.4% 11.4% 8.9% 10.0% 12.6%
Admission tickets 6.4% 3.9% 9.2% 13.7% 6.8% 3.9% 4.6% 2.1% 5.0% 7.0% 7.4% 4.0% 10.4% 13.5%
Per-Group Spending at the Santa Monica Pier/Pacific Park by Buyers by Category
▪ The 71% who actually made a purchase on the Santa Monica Pier spent an overall
average of $88 per-group. The top spending was for: admissions, 4 at $175 on average,
$56 for food on the Pier (not at Pacific Park), and $44 gifts/souvenirs on the Pier.
4 Note: while the total spending amount was high, only 6% reported spending for admissions on the
Pier. Only the Aquarium (at $5.00 per adult and child over 12) and the NY Trapeze School ($50+ per
person) charge an admission fee. Pacific Park does not charge for admission but charges for rides,
5.F.b
Packet Pg. 250 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 43
▪ At Pacific Park specifically, visitors spent and average of $37 on food, $35 for souvenirs/
gifts, $30 for rides/games and $11 on average for beverages there.
▪ Those citing Cirque du Soleil as their main purpose spent more overall, $98 versus $75
by those for whom the Pier was the main purpose.
▪ By residence, Santa Monican buyers spent the most, $129 per group.
▪ By age and by household income level, more was spent by middle and upper groups,
however younger buyers did spend more on admission tickets than the eldest group.
Table 21c – Per-Group Spending at the Santa Monica Pier/Pacific Park - Buyers
Mean
spending at
Pier by
buyers Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Minimum Base:
Spent at Pier
48 10 22 4 17 8 6 1 14 22 11 18 13 5
Total ($) 88.43 75.08 98.47 129.44 90.23 73.78 92.95 85.59 61.95 103.95 105.65 70.47 105.95 193.45
Admission
tickets
175.71 163.50 183.19 176.67 198.30 156.25 114.17 100.00 176.43 202.05 127.92 155.00 140.77 214.29
Food/meals not
at Pacific Park
55.95 36.88 67.01 89.38 65.85 50.79 55.42 45.71 37.63 71.00 92.00 43.90 64.94 125.59
Gifts/souvenirs
not at Pacific
Park
43.56 53.52 33.00 30.00 33.35 36.54 51.59 62.33 44.77 37.45 60.09 34.65 48.96 67.00
Food/meals at
Pacific Park
37.41 29.13 46.85 47.73 40.69 34.29 41.75 18.07 23.68 43.27 48.61 31.88 54.80 66.39
Gifts/souvenirs
at Pacific Park
34.91 27.60 37.30 59.17 40.46 21.80 24.75 28.18 24.05 37.53 42.27 26.42 52.07 42.22
Rides & arcade
games at Pacific
Park
30.17 39.08 22.46 30.00 34.19 26.36 32.14 26.11 29.98 33.85 23.07 36.50 28.33 19.55
Other spending
on the Pier
25.10 19.75 18.93 38.67 17.16 12.29 45.00 24.29 15.00 28.48 33.46 20.00 32.76 37.50
Beverages not at
Pacific Park
20.23 16.25 22.03 13.00 29.09 19.00 16.46 22.00 19.83 21.39 17.47 18.44 28.07 31.88
Beverages at
Pacific Park
11.44 11.24 13.84 19.76 11.45 11.91 9.83 9.32 9.45 13.99 12.64 10.77 11.78 16.00
Per-Group Spending at the Santa Monica Pier by All Visitors by Category
▪ All respondents who visited the Santa Monica Pier and/or Pacific Park, whether or not
they made a purchase on the Pier, spent an overall average of nearly $58 per-group.
The top spending items were: $13.50 on food/meals on the Pier (not at Pacific Park),
$12 on food/meals at Pacific Park, and also $12 on admissions,. Thus, the high
admissions amount reported above equalized when dispersed among all Pier visitors.
games and food. A large enough share of the Pier visitors may attended the NY Trapeze School to
result in the high average per-group spending amount shown.
5.F.b
Packet Pg. 251 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 44
▪ By residence, Santa Monicans spent the most, $71 per group, and Other U.S. residents
spent nearly as much, $69.
▪ By age and by household income level, as may be expected, more was spent by middle
and upper groups.
Table 21d - Per-Group Spending at the Santa Monica Pier by All Visitors
Mean
spending for
all SM Pier
visitors Total
Main Purpose Residence Age Income (*$1,000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: SM Pier 700 228 349 71 352 134 87 56 279 296 125 314 166 49
Total ($) 58.57 56.99 61.20 71.10 59.09 49.00 69.45 64.09 41.49 69.16 70.15 46.39 74.88 130.29
Food/meals not
at Pacific Park
13.57 8.59 15.74 20.14 12.81 14.40 21.02 11.52 8.67 18.09 22.08 8.67 18.78 43.57
Food/meals at
Pacific Park
12.43 10.14 16.25 14.79 14.91 10.75 9.60 5.73 6.28 15.40 21.00 11.16 19.09 25.20
Admission tickets 12.06 8.53 16.26 14.93 16.08 9.33 7.87 1.79 9.93 15.08 12.28 9.84 11.02 30.61
Rides & arcade
games at Pacific
Park
6.68 13.03 3.48 5.92 8.16 4.92 5.17 8.39 6.66 8.92 2.77 8.83 5.63 4.39
Gifts/souvenirs
not at Pacific
Park
4.42 6.34 2.08 1.69 1.61 3.54 13.05 16.70 4.97 3.67 5.29 2.87 6.78 6.84
Beverages at
Pacific Park
3.49 5.16 2.92 5.85 3.64 2.93 2.71 4.02 3.33 4.15 2.83 3.87 2.97 5.96
Gifts/souvenirs
at Pacific Park
3.37 2.42 3.58 5.00 2.82 1.63 4.55 5.54 1.72 4.13 5.07 2.19 4.51 7.76
Beverages not at
Pacific Park
3.19 3.18 2.40 1.83 2.89 3.26 4.92 6.46 3.87 2.96 2.10 2.82 4.57 5.41
Other spending
on the Pier
2.40 2.08 1.63 4.90 1.51 1.28 3.10 3.04 1.24 2.98 3.48 1.53 3.36 6.12
Spending in Santa Monica (other than Pier and Cirque du Soleil)
Respondents indicated any other spending in Santa Monica outside of either Cirque du Soleil
or the Santa Monica Pier, as discussed below.
▪ Overall, 42% of all respondents indicated they had spent money in Santa Monica
excluding any spending at Cirque du Soleil or the Pier, thus 58% did not.
▪ By purpose, more mainly Cirque du Soleil attendees, 43% spent in Santa Monica
versus only 18% of Pier purpose visitors.
▪ By residence, more Santa Monicans, 55% spent in the city than other groups, while
that percentage generally decreased with residence distance from the area.
▪ By age and by household income level, more middle and upper groups spent in
Santa Monica than did youngest and lowest income groups.
5.F.b
Packet Pg. 252 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 45
Table 22a – If Spent in Santa Monica (other than Pier and Cirque du Soleil)
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
No 58.4% 82.4% 57.3% 45.0% 60.4% 63.2% 57.2% 70.5% 59.6% 58.2% 57.5% 61.9% 57.4% 44.1%
Yes 41.6% 17.6% 42.7% 55.0% 39.6% 36.8% 42.8% 29.5% 40.4% 41.7% 42.5% 38.1% 42.4% 55.9%
Penetration of Per-group Spending in Santa Monica (excl. Pier and/or CDS)
▪ As shown in the next table, of all respondent groups, nearly 35% purchased food/meals
in Santa Monica, followed by 20% who spent on beverages and 15% who spent on
transportation (e.g., gas, fares, etc., excluding parking).
▪ Again, a higher percentage among groups with Cirque du Soleil than the Pier as their
main purpose spent in Santa Monica for each spending category.
▪ Santa Monican and highest income resident groups were most likely to have purchased
meals/snacks in Santa Monica, whereas not surprisingly, more Other U.S. and
International residents spent on overnight lodging in Santa Monica.
Table 22b – Penetration of Per-group Spending in Santa Monica
(excl. Pier and/or CDS)
Penetration
based on other
places visited Total
Main Purpose Residence Age Income (*$1,000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: all 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Meals/snacks food in
Santa Monica
34.8% 13.7% 35.6% 45.7% 34.2% 27.9% 36.2% 20.0% 31.2% 35.9% 35.7% 30.7% 34.6% 53.8%
Beverages 19.9% 10.4% 18.1% 24.1% 18.5% 20.0% 25.7% 15.8% 23.0% 19.7% 17.4% 20.9% 21.6% 24.9%
Other transportation
costs (gas, fares, etc)
15.3% 4.4% 16.9% 20.3% 13.7% 17.4% 16.4% 7.4% 14.8% 15.6% 14.8% 14.3% 14.2% 18.4%
Gifts/souvenirs/other
shopping items
6.7% 5.3% 4.7% 6.8% 5.0% 8.2% 19.1% 10.5% 7.5% 6.8% 5.7% 7.1% 9.2% 6.5%
Other spending 5.2% 3.5% 4.8% 7.7% 3.6% 7.1% 11.2% 5.3% 4.8% 5.1% 6.3% 4.0% 7.5% 7.0%
Overnight lodging in
Santa Monica
2.4% 4.6% 1.6% 2.5% 0.4% 6.1% 8.6% 10.5% 2.7% 2.3% 2.2% 2.7% 3.2% 2.2%
Movie or club or other
entertainment
admissions
0.8% 0.7% 0.6% 1.8% 0.4% 0.5% 2.6% 1.1% 2.2% 0.5% 0.2% 0.8% 1.7% 0.3%
Mean Spending Per-group in Santa Monica (excl. at Pier and CDS) by Buyers
▪ Among the 41% who actually purchased in Santa Monica, an overall average of $125
was spent per-group. The top spending items were: $260 for overnight lodging, $96 for
gifts/souvenirs/shopping items, and $87 for meals/snacks out.
5.F.b
Packet Pg. 253 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 46
▪ Groups mainly attending Cirque du Soleil spent $115 on average overall, less than the
$164 by the mainly Pier visitors. This is likely due to the higher share of non-local
visitors to the Pier who spent for overnight lodging and more on gift/souvenirs items.
▪ By residence, Californians spent an average of $151 overall, Other U.S. residents spent
$243 and International residents spent $218, compared to $124 by Santa Monicans and
$107 by L.A. County resident groups.
▪ Spending increased with age group and, as expected by income, from $96 by the lowest
level to $198 by the highest levels.
Table 22c - Mean Spending in Santa Monica (excl. at Pier and CDS) - Buyers Per-
group
Mean spending
based on
category buyers Total
Main
Purpose Residence Age Income (*$1,000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Minimum Base:
Spent in other SM
17 3 6 3 4 2 4 1 13 3 1 7 6 1
Overall ($) 124.89 163.78 114.86 123.66 107.15 150.91 242.56 218.26 115.77 126.97 128.78 96.30 133.99 198.
33
Overnight lodging in
Santa Monica
260.29 325.00 263.60 264.29 325.00 212.78 282.62 281.43 300.67 260.45 208.58 209.67 205.00 319.
25
Gifts/souvenirs/other
shopping items
96.12 128.13 72.96 70.00 80.50 73.10 153.15 110.00 86.70 101.96 94.19 91.05 89.65 157.
50
Meals/snacks food in
Santa Monica
87.26 38.58 90.60 95.74 88.63 88.42 57.56 43.46 66.00 93.62 104.41 59.01 91.30 145.80
Other spending 47.48 140.63 37.44 62.67 26.43 37.50 93.85 117.50 77.30 42.40 34.36 50.33 51.10 77.5
0
Movie/club/other
entertainment
admissions
30.29 18.33 40.00 36.67 27.86 17.50 40.00 15.00 29.62 38.33 15.00 33.57 30.00 40.00
Beverages 22.61 15.43 24.26 28.57 23.55 23.21 17.71 23.33 20.16 24.01 26.30 19.60 25.73 35.5
7
Transportation costs
(gas, fares, etc)
15.43 13.67 14.22 14.13 11.79 27.26 24.68 17.50 15.95 15.06 13.61 17.82 16.68 15.51
Mean Spending in Santa Monica (excl. at Pier and CDS) - All Respondents Per-
group
▪ The overall average amount spent in the Santa Monica applied to all groups whether or
not they spent was $56.
▪ Cirque du Soleil main purpose groups averaged more overall, $52 versus $37 by Pier
main purpose visitor groups.
▪ By residence, Other U.S. resident groups spent by far the most $111, followed by
International groups which averaged $74, and Santa Monicans at $67, with Californians
at $62 and L. A. County resident groups lowest at an average of $47.
▪ Spending generally rose with age, and, as expected by income from $40 by the lowest
up to $116 by the highest level.
5.F.b
Packet Pg. 254 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 47
Table 22d - Mean Spending in Santa Monica (excl. at Pier and CDS) - All Groups
Mean spending
based on all
groups Total
Main Purpose Residence Age Income (*$1,000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: Visited SM 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Overall($) 55.79 36.64 51.89 66.92 46.52 62.51 110.89 74.05 48.24 59.66 56.45 40.25 65.12 115.60
Meals/snacks food in
Santa Monica
32.97 6.43 34.53 45.43 32.65 29.23 23.57 10.09 21.13 38.47 40.01 19.67 38.33 79.53
Overnight lodging in
Santa Monica
8.14 15.68 5.83 7.25 1.43 16.03 34.99 35.18 9.89 7.85 6.57 5.55 8.35 13.66
Gifts/souvenirs/other
shopping items
6.56 8.99 3.48 3.29 3.88 6.42 29.17 19.64 7.61 7.12 3.96 6.90 7.76 10.11
Beverages 5.21 2.37 5.21 7.06 5.01 5.63 5.73 5.00 4.77 5.66 5.59 4.80 6.68 10.27
Other spending 2.85 4.93 2.12 5.16 1.16 2.82 11.62 4.20 3.90 2.50 2.52 2.40 3.77 6.63
Local transportation
(gas, fares, etc)
2.59 0.90 2.59 2.49 1.93 5.25 4.47 1.25 2.62 2.62 2.18 3.11 2.63 2.90
Movie/club/other
admissions
0.33 0.24 0.21 0.43 0.21 0.15 1.52 0.27 0.84 0.16 0.04 0.41 0.46 0.21
Table 23 – Summary of Spending
Total
Main
Purpose
Pier
Main
Purpose
CDS
% Spent money anywhere in Santa Monica (that day) 86.7% 82.9% 86.6%
% Spent money at Cirque du Soleil (per all groups) 72.6% 63.0% 71.8%
Average Spent at Cirque du Soleil (per all groups) $32.53 $29.67 $32.48
% Spent money at Santa Monica Pier (per all groups) 70.5% 83.8% 62.5%
Average Spent at Santa Monica Pier (per all groups) $58.57 $56.99 $61.20
% Spent money in Santa Monica (excl. Cirque or Pier/
group) 41.6% 17.6% 42.7%
Average Spent in Santa Monica (excl. Cirque or Pier
/group) $55.79 $36.64 $51.89
Avg. spent for parking (per car) $5.84 $4.73 $6.29
5.F.b
Packet Pg. 255 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 48
Number Spending For
To calculate per-person spending, respondents indicated how many people the spending
was for that they had reported on a per-group basis, as discussed and shown below. 5
▪ The overall mean number of people that the reported spending was for was 1.73
including those who did not spend and 2.10 for only those who spent money.
Table 24 - Number Spending For
Total
Main
Purpose Residence Age Income (*$1,000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: F-
to-F
302 198 37 16 129 44 57 56 179 100 23 156 59 9
None spent 17.5% 19.2% 13.5% 56.3% 20.9% 9.1% 10.5% 12.5% 16.2% 15.0% 39.1% 13.5% 20.3% 33.3%
1 person 26.5% 22.7% 16.2% 18.8% 18.6% 27.3% 35.1% 37.5% 33.5% 13.0% 30.4% 27.6% 23.7% 22.2%
2 people 32.5% 31.8% 32.4% 6.3% 32.6% 36.4% 33.3% 35.7% 41.3% 20.0% 17.4% 31.4% 28.8% 22.2%
3 people 12.3% 14.6% 16.2% 6.3% 16.3% 13.6% 10.5% 5.4% 6.1% 24.0% 8.7% 15.4% 15.3% 0.0%
4 people 9.6% 10.1% 16.2% 12.5% 9.3% 11.4% 8.8% 8.9% 2.8% 23.0% 4.3% 11.5% 10.2% 11.1%
5+ people 1.7% 1.5% 5.4% 0.0% 2.3% 2.3% 1.8% 0.0% 0.0% 5.0% 0.0% 0.6% 1.7% 11.1%
Mean (incl.
0):
1.73 1.77 2.16 1.00 1.79 1.95 1.75 1.61 1.43 2.37 1.04 1.85 1.75 1.67
Mean (excl.
0):
2.10 2.19 2.50 2.29 2.26 2.15 1.96 1.84 1.71 2.79 1.71 2.14 2.19 2.50
5 An inadvertent programming error removed the number of people the spending was for from the
internet survey. Therefore, the mean number reported above from the intercept survey was applied to
all respondents to arrive at the total per-person mean spending amounts.
5.F.b
Packet Pg. 256 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 49
Transportation and Parking
▪ Almost all respondents, 91% arrived in Santa Monica (or to the venue they came for) by
private driven vehicle. Another 6% walked or biked, and 3% took other transit modes.
▪ More of those for whom Cirque du Soleil was their main purpose drove, 94% versus
83% of Pier as main purpose groups, whereas 10% of the Pier main purpose groups
walked or biked.
▪ By residence, more Santa Monica residents, 18% took other modes while 82% drove.
Most, or 96% from L.A. County and Californians drove, as did 84% of Other U.S
residents, but only 43% of International residents did so, as many stayed overnight in
Santa Monica and walked.
Table 25 - How Arrived in Santa Monica (or at venue)
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Drove or pass-
enger in a
private vehicle
91.1% 83.1% 94.5% 81.5% 96.1% 95.8% 84.2% 43.2% 85.0% 93.4% 91.1% 88.7% 90.2% 94.9%
Walked, biked
or skated here
5.7% 10.4% 3.6% 16.0% 1.3% 3.7% 9.2% 33.7% 8.7% 4.2% 6.7% 7.4% 6.1% 3.5%
Public/tour bus,
limo, taxi,
shuttle or other
3.2% 6.5% 1.8% 2.5% 2.6% 0.5% 6.6% 23.2% 6.3% 2.4% 2.2% 3.8% 3.7% 1.6%
Parking –Where Parked that Day
▪ Those who drove to their venue used a number of locations for parking. Overall, 23%
parked at the Civic Center structure, 19% used the 2030 Ocean Beach lot, with 15% at
the Cirque du Soleil 1550 PCH beach lot.
▪ Differences in parking location was especially evident by primary purpose. Nearly 28%
of Cirque du Soleil attendees parked at the Civic Center structure versus only 3% of Pier
visitors, while 25% of Pier visitors parked on the Pier versus only 5% of Cirque du Soleil
attendees.
▪ There are also differences by residence. More Santa Monicans, 21% parked in the
Cirque du Soleil Beach lot and 21% also parked in other places, whereas for L.A. County
residents 25% parked in the Civic Center structure and 18% used the 2030 Beach lot,
while 26% of Californians used the 2030 Beach Lot and 24% used the Civic Center
structure. U.S. and International residents who drove used a wider array of locations
not those most used by local or regional residents.
5.F.b
Packet Pg. 257 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 50
Another way to look at parking is by the Cirque du Soleil performance time.
▪ On weekdays, the Civic Center structure was used by 25%, 17% parked in the Cirque du
Soleil PCH lot, at 16% used another (not listed) location and 15% used the 2030 Beach
lot.
▪ In comparison, parking on weekends mainly included both the 2030 Beach lot, by 22%
and the Civic Center structure by 21%, with 16% parking in other lot (not listed), and
13% parked in the Cirque du Soleil PCH lot.
▪ For daytime performances, 32% used the 2030 Beach Lot and fewer than 15% used any
of the other parking areas.
▪ For evenings, 35% parked at the Civic Center structure, 18% used an other (not listed)
location and 15% used the Cirque du Soleil PCH lot.
Table 26 – Where Parked That Day
Total
Main Purpose Residence CDS Performance Time
Pier CDS SM LA Co CA US Int'l W-day W-end Day-T Evng
Base: drove 1410 184 1053 196 875 228 82 29 543 846 773 616
Civic Center
parking structure
22.9% 2.7% 27.8% 16.8% 25.4% 24.1% 15.9% 0.0% 25.0% 21.2% 12.2% 35.9%
2030 Beach Lot
(#4 S. Ocean at
Bicknell)
18.7% 8.7% 22.0% 18.4% 18.2% 25.9% 11.0% 3.4% 14.7% 21.5% 31.6% 2.9%
Other parking
structure or lot
15.7% 20.1% 13.2% 20.9% 15.0% 12.3% 18.3% 24.1% 15.8% 16.1% 14.2% 18.2%
The Beach lot at
Cirque du Soleil
14.5% 10.9% 15.6% 21.4% 13.9% 12.7% 9.8% 10.3% 16.8% 13.1% 14.0% 15.3%
On the Pier 7.7% 25.0% 5.0% 5.6% 7.0% 7.9% 15.9% 17.2%9.2% 6.3% 8.3% 6.3%
Santa Monica Place
mall 6
6.7% 12.5% 5.0% 6.1% 7.8% 4.4% 2.4% 10.3% 7.4% 6.4% 6.3% 7.3%
On the street or
elsewhere
6.6% 12.5% 4.8% 3.6% 6.4% 4.8% 15.9% 20.7% 6.8% 6.5% 5.0% 8.6%
Surface lot across
Ocean Avenue
3.9% 4.3% 3.8% 3.1% 3.4% 5.3% 7.3% 3.4% 1.7% 5.2% 4.3% 3.2%
Another SM Beach
lot
3.3% 3.3% 2.7% 4.1% 3.0% 2.6% 3.7% 10.3% 2.6% 3.8% 4.1% 2.3%
Why Parked at Location
▪ The main reason 41% parked where they did was because they were directed to that
location by a Cirque du Soleil e-mail or a parking attendant, while 32% parked there for
convenience to where they were going, and for 13% it was where they usually park in
Santa Monica.
6 Note, Santa Monica Place center retail operations were closed at the time of this study but the
parking structure was open and offered free parking for three hours.
5.F.b
Packet Pg. 258 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 51
▪ Differences in reasons for parking location was not surprisingly evident by primary
purpose. Over 51% of Cirque du Soleil attendees parked where they did as directed by
a Cirque du Soleil e-mail or a parking attendant, whereas 53% of Pier visitors parked
where they did for convenience and for 27% it was where they usually park.
▪ By residence, convenience to destination was more important to Other U.S. and
International residents, while being directed to the parking was a stronger factor for the
local and regional residents, likely as more of these people attended Cirque du Soleil
than the longer-haul residents.
▪ Being directed to that lot by e-mail or an attendant was the key factor by performance
regardless of the time or day, followed by convenience.
Table 27 - Why Parked at Location
Total Main Purpose Residence CDS Performance Time
Pier CDS SM LA Co CA US Int'l W-day W-end Day-T Evng
Base: Drove 1410 184 1053 196 875 228 82 29 543 846 773 616
Directed to this lot
by Cirque e-mail or
parking attendant
41.6% 5.4% 51.2% 35.7% 43.9% 50.4% 20.7% 3.4% 39.0% 43.3% 43.1% 39.8%
Convenient to where
I/we were going
31.6% 53.3% 26.1% 28.6% 28.3% 33.8% 54.9% 65.5% 31.1% 31.9% 30.0% 33.6%
I/we usually park
there
13.2% 26.6% 10.2% 18.9% 14.4% 4.8% 8.5% 17.2% 14.9% 12.1% 13.1% 13.3%
It was priced
reasonably or free
11.8% 13.6% 10.6% 14.3% 11.7% 8.8% 15.9% 13.8% 13.4% 10.8% 11.5% 12.2%
My/our usual lot was
full so I/we parked
here
1.8% 1.1% 1.9% 2.6% 1.7% 2.2% 0.0% 0.0% 1.5% 2.0% 2.3% 1.1%
Where Usually Park when Visiting the Santa Monica Pier
▪ For those visiting the Pier, 16% said they usually park in another (not listed) structure
or lot, 15% usually park on the Santa Monica Pier, and another 12% at Santa Monica
Place. The Cirque du Soleil 1550 PCH lot was mentioned by just 7% overall and by only
4% of those for whom the Pier was their main purpose. Just over one quarter, 26% said
they don’t usually visit the Pier.
▪ By main purpose, most who said the Pier
▪ was their main purpose that day, 16% don’t usually visit the Pier. Of those who do,
25% said they usually park on the Pier, 17% said at Santa Monica Place, and 15% park
on the street or elsewhere.
▪ By residence, 19% of Santa Monicans don’t often visit the Pier, however, 18% who do
usually park on the Pier, 16% use another lot or structure and 12% park on the street or
elsewhere. Among L.A. County residents, 24% don’t often visit the Pier, but of those
5.F.b
Packet Pg. 259 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 52
who do, usually park 18% use another lot or structure, 15% park on the Pier, and 13%
use Santa Monica Place.
Table 28 – Where Usually Park when Visiting the Santa Monica Pier
Total
Main
Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100
100-
199 200+
Base: Visited
P&PP: drove
1278 103 1039 196 829 200 47 307 629 342 436 330 170
Don't usually visit
the Pier
26.3% 15.5% 28.1% 18.9% 23.5% 40.0% 48.9% 23.1% 24.8% 31.9% 23.9% 23.3% 29.4%
Other parking
structure or lot
16.6% 10.7% 16.7% 16.3% 17.7% 14.0% 10.6% 18.2% 18.6% 11.4% 16.3% 20.0% 18.2%
On the Pier 14.8% 25.2% 13.9% 18.4% 15.3% 9.5% 10.6% 12.7% 16.1% 14.3% 15.1% 15.8% 15.3%
Santa Monica
Place mall
11.5% 16.5% 10.7% 9.2% 13.4% 8.0% 2.1% 16.6% 10.7% 8.5% 14.2% 10.6% 10.0%
On the street or
elsewhere
11.0% 14.6% 10.2% 12.2% 10.6% 9.0% 19.1% 10.7% 10.2% 12.6% 10.8% 10.9% 8.2%
The Beach lot at
Cirque du Soleil
7.4% 3.9% 7.9% 6.6% 7.8% 7.5% 2.1% 5.2% 7.6% 8.8% 6.4% 6.4% 7.1%
Other SM beach
parking lot
4.5% 2.9% 4.7% 6.1% 4.7% 3.5% 0.0% 4.6% 4.6% 4.4% 4.6% 4.2% 5.3%
2030 Beach Lot
(#4 So. Ocean at
Bicknell)
3.3% 6.8% 3.3% 5.6% 2.5% 4.5% 0.0% 4.9% 2.9% 2.6% 4.1% 3.3% 1.2%
Surface lot across
Ocean Avenue
2.7% 3.9% 2.6% 3.6% 2.8% 1.5% 4.3% 2.9% 3.0% 2.0% 2.5% 3.0% 4.1%
Civic Center
parking structure
2.0% 0.0% 1.9% 3.1% 1.6% 2.5% 2.1% 1.0% 1.6% 3.5% 2.1% 2.4% 1.2%
Parking Ease at the Santa Monica Pier That Day Compared to Usually in Santa
Monica or at the Pier
▪ Of those who visit the Pier regularly and drove that day, nearly eight in ten or 79%
indicated that parking was either easier (26%) or about the same (53%) than when they
usually park at the Santa Monica Pier. Conversely, 22% said parking was somewhat or
much more difficult. The mean rating was 2.97 (on a 4 point scale where 4 = easiest
and 1 = much more difficult).
▪ Those whose main purpose was the Pier were somewhat less positive as 15% said it was
easier versus 27% of those with Cirque as the main purpose. However, 73% of Pier
main purpose visitors said the experience was about the same versus 50% of Cirque
main purpose attendees, therefore the overall percentage of those who said easier and
about the same is higher for the Pier main purpose visitors, 88% versus 77% of the
Cirque attendees.
▪ Somewhat surprisingly, Santa Monica and L.A. County residents were also very positive
about their parking experience, with 84% and 79% respectively, saying parking was
easier or about the same as usual.
5.F.b
Packet Pg. 260 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 53
▪ As may be expected, parking was rated differently by Cirque du Soleil performance time.
Those attending a weekday evening or an evening (weekend or weekday) performance
rated their parking experience somewhat better at 3.13 and 3.10, respectively with
about 85% rating the experience better or the same as usual. This compares to those
attending on the weekend or during the day (weekend or weekday), at 2.86 and 2.85,
respectively, and 73% rated it better or the same as usual.
Table 29 – Ease of Parking in Santa Monica That Day Compared to Usual
Total
Main Purpose Residence Performance Time
Pier CDS SM LA Co CA US W-day W-end Day-T Evng
Base: Drove &
visits Pier
1124 103 893 179 753 159 26 436 668 594 510
4. Easier 25.6% 15.5% 26.8% 29.1% 25.0% 26.4% 19.2% 31.0% 22.3% 22.6% 29.4%
3. About the same 52.9% 72.8% 49.7% 54.7% 54.3% 44.0% 53.8% 54.8% 51.5% 50.5% 55.5%
Top 2 78.6% 88.3% 76.5% 83.8% 79.3% 70.4% 73.1% 85.8% 73.8% 73.1% 84.9%
2. Somewhat more
difficult
13.8% 9.7% 14.8% 10.6% 13.8% 16.4% 19.2% 10.1% 16.2% 16.5% 10.6%
1. Much more
difficult
7.7% 1.9% 8.7% 5.6% 6.9% 13.2% 7.7% 4.1% 10.0% 10.4% 4.5%
Bottom 2 21.5% 11.6% 23.5% 16.2% 20.7% 29.6% 26.9% 14.2% 26.2% 26.9% 15.1%
Mean rating 2.97 3.02 2.95 3.07 2.97 2.84 2.85 3.13 2.86 2.85 3.10
Number in Vehicle
▪ Overall, each vehicle among those who drove that day contained an average of 2.70
people. This is somewhat higher than the mean average number of people spending as
discussed above and the average group size (as discussed below), likely due to groups
or carpools in some vehicles.
▪ This number was consistent by main purpose, but varied slightly by residence with
slightly more people, 3.0 per vehicle for International residents versus 2.9 among Santa
Monicans and 2.7 for L.A. County, Californian and Other U.S. residents.
▪ The number per vehicle rose with income, from an average of 2.6 people for the
youngest group, to 2.7 for the middle and 3.1 for the highest income group.
5.F.b
Packet Pg. 261 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 54
Table 30 - Number in Vehicle
Total Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base:
drove
1410 184 1053 196 875 228 82 29 388 670 352 507 354 172
1 person 4.0% 4.9% 3.6% 2.0% 4.2% 3.1% 7.3% 6.9% 4.9% 3.7% 3.4% 5.3% 4.2% 1.7%
2 people 53.3% 50.5% 54.1% 51.0% 54.2% 53.5% 52.4% 41.4% 65.5% 45.2% 55.1% 56.2% 53.4% 43.6%
3 people 16.0% 19.6% 15.1% 16.8% 15.1% 19.3% 15.9% 13.8% 10.8% 21.0% 12.2% 17.6% 16.4% 17.4%
4 people 17.2% 15.2% 17.9% 17.9% 17.4% 15.4% 15.9% 24.1% 12.9% 19.6% 17.3% 14.0% 17.2% 21.5%
5+ people 9.6% 9.8% 9.3% 12.2% 9.1% 8.8% 8.5% 13.8% 5.9% 10.4% 11.9% 6.9% 8.8% 15.7%
Mean: 2.70 2.70 2.69 2.89 2.68 2.68 2.65 3.03 2.48 2.91 2.83 2.59 2.68 3.08
Amount Paid for Parking
▪ Overall, anyone who drove in or to Santa Monica spent an average of $5.84 to park that
day. About 60% spent $6.00 or less.
▪ By purpose, Pier visitors spent slightly less, $4.73 while CDS attendees spent slightly
more, $6.29 on average.
▪ By residence, Californians spent the most, averaging $6.05, versus $5.71 for Other U.S.
residents, $5.99 for Santa Monicans and $5.85 for L.A. County residents, while
International residents paid only $4.52 on average.
▪ Interestingly, parking price did not vary much by performance time, ranging from $5.50
on weekdays to $6.12 on weekends, and near $6.00 during the day or in the evening.
Table 31 - Amount Paid for Parking Per Vehicle
Amount
per vehicle Total
Main
Purpose Residence Performance Time
Pier CDS SM LA Co CA US Int'l W-day W-end Day-T Evng
Base: drove 1410 184 1053 196 875 228 82 29 543 846 773 616
$1-$3 20.7% 38.6% 15.7% 24.0% 20.1% 14.9% 28.0% 41.4% 24.9% 18.2% 17.9% 24.5%
$4-$6 39.7% 19.0% 45.1% 39.3% 40.6% 43.9% 28.0% 17.2% 43.6% 37.6% 39.8% 40.1%
$7-$9 17.4% 32.6% 14.5% 12.2% 16.9% 19.3% 23.2% 37.9% 12.0% 20.9% 21.9% 11.9%
$10-$12 14.3% 7.1% 15.7% 14.8% 14.4% 15.4% 13.4% 3.4% 13.1% 14.8% 14.4% 13.8%
$13+ 7.8% 2.7% 9.0% 9.7% 8.0% 6.6% 7.3% 0.0% 6.4% 8.5% 6.1% 9.7%
Mean ($) 5.84 4.73 6.29 5.99 5.85 6.05 5.71 4.52 5.50 6.12 5.89 5.95
5.F.b
Packet Pg. 262 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 55
Parking Impact on Santa Monica Visits in General
Respondents indicted the extent that parking affects their visits to Santa Monica in general.
▪ Overall, 35% indicated that parking has no impact on their visiting Santa Monica or is
not a problem. Another 25% indicated that they only visit rarely.
▪ Among those impacted by parking, 17% said they come less often, 7% each either park
farther away (from their destination) or come at different times of day.
▪ There were slight differences by main purpose. Nearly one-half or 49% of Pier visitors
said they rarely visit Santa Monica, in that, as discussed, many Pier visitors are from
outside the region. Another 30% said that parking has no impact, whereas 37% of
Cirque Du Soleil (main purpose) attendees said parking has no impact.
▪ By residence, 46% of Santa Monicans indicated that parking has no impact on their
visitation, as did 36% of L.A. County residents. Among those from farther away, more of
them were unaffected as they rarely visit, while a few did say they come less often.
▪ There was only a slight difference in parking impacts by age, but more so by income
level; the higher the income the less their visitation to Santa Monica has been affected
(keeping in mind that many highest income respondents are Santa Monica residents).
Table 32 - Parking Impacts on Santa Monica Visits in General
Total Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
No impact: parking
not a problem
35.3% 30.4% 36.8% 46.4% 38.2% 26.3% 13.8% 6.3% 31.2% 36.6% 36.2% 30.3% 38.0% 44.3%
No impact: rarely
visit Santa Monica
25.1% 48.7% 19.0% 16.0% 19.0% 42.4% 61.2% 43.2% 32.5% 24.5% 18.5% 30.5% 21.3% 18.4%
Come less often 17.1% 4.9% 19.9% 10.8% 20.8% 15.0% 1.3% 18.9% 12.1% 18.4% 19.0% 17.8% 17.5% 17.6%
Park farther away
and walk
6.8% 3.2% 7.9% 7.0% 7.3% 5.5% 8.6% 0.0% 7.8% 6.0% 7.9% 5.9% 7.4% 3.5%
Come at different
times of the day
6.7% 0.0% 7.9% 6.8% 8.0% 2.6% 0.7% 12.6% 5.3% 6.3% 9.6% 6.7% 5.1% 7.0%
Come at different
days of the week
6.3% 0.9% 7.9% 3.2% 8.4% 4.7% 1.3% 0.0% 4.8% 6.1% 8.5% 5.2% 5.1% 8.1%
Don't come on
weekends
5.7% 0.5% 6.8% 4.1% 7.2% 4.7% 1.3% 0.0% 2.9% 6.6% 6.3% 4.0% 6.4% 8.9%
Other no impact/not
applicable
5.4% 7.2% 4.9% 7.2% 3.8% 3.9% 12.5% 17.9% 7.3% 4.7% 5.2% 5.1% 6.0% 7.0%
No impact:don’t
drive to Santa
Monica
4.7% 7.9% 3.7% 7.7% 3.5% 3.7% 3.9% 15.8% 9.7% 3.0% 4.1% 5.4% 4.1% 2.7%
Don't come in the
summer
3.8% 2.6% 4.0% 3.4% 3.8% 6.6% 0.7% 0.0% 3.4% 3.8% 4.3% 3.2% 5.4% 3.2%
Come when no
special events
3.5% 0.2% 4.4% 5.0% 3.8% 2.9% 0.7% 0.0% 2.7% 3.5% 4.4% 2.3% 3.2% 4.1%
Take public transit or
other means to get
there
1.2% 0.7% 1.4% 3.2% 0.9% 0.3% 1.3% 1.1% 1.7% 0.7% 2.2% 1.5% 0.8% 0.0%
5.F.b
Packet Pg. 263 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 56
Parking Impact on Santa Monica Pier Visits in General
Respondents indicted how parking affects their visits to the Santa Monica Pier in general.
▪ Overall, 34% that they only visit rarely indicated that parking has no impact on their
visiting the Santa Monica Pier while 26% said it is not a problem.
▪ Among those impacted by parking, 15% said they come less often, 9% park farther
away (from their destination) and 6% don’t go there on weekends.
▪ There differences by main purpose as more than one-half or 54% of Pier visitors (main
purpose) said they rarely visit Santa Monica, as many Pier visitors are from outside the
region, while 17% said that parking has no impact, as did 37% of CDS main purpose
attendees.
▪ By residence, 40% of Santa Monicans indicated that parking does not impact their
visiting Santa Monica, as did 26% of L.A. County residents. More of those from farther
away were less affected as they rarely visit.
▪ By age the older the respondent the less the parking impact reported although at least
as many in each age group do not regularly visit the Pier.
▪ By income level, the higher the income the less their visitation to Santa Monica is
affected (again many highest income respondents are Santa Monica residents).
Table 33 - Parking Impacts on Visits to Santa Monica Pier in General
Total Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
No impact: rarely
visit Santa Monica
33.6% 54.1% 29.2% 23.4% 31.3% 40.8% 63.8% 42.1% 39.5% 33.2% 28.1% 40.5% 27.9% 27.0%
No impact:
parking not a
problem
26.2% 16.7% 27.4% 39.9% 26.4% 20.5% 11.8% 4.2% 20.8% 26.9% 29.8% 21.2% 30.9% 32.4%
Come less often 14.7% 4.2% 17.7% 11.9% 16.4% 18.4% 1.3% 4.2% 11.1% 16.9% 12.2% 11.8% 17.3% 18.6%
Park farther away
and walk
9.3% 11.6% 8.7% 9.2% 9.4% 6.8% 8.6% 18.9% 8.7% 8.5% 12.2% 11.3% 7.8% 5.1%
No impact: don’t
drive to Santa
Monica
6.7% 9.3% 5.9% 9.9% 5.6% 6.8% 4.6% 14.7% 11.8% 5.1% 6.1% 8.0% 6.4% 8.4%
Don't come on
weekends
6.1% 0.7% 7.2% 5.4% 7.2% 5.3% 2.0% 0.0% 3.7% 6.9% 6.1% 4.2% 7.2% 7.3%
Other no impact/
not applicable
5.9% 9.5% 4.8% 5.9% 4.0% 7.9% 12.5% 18.9% 7.3% 5.6% 5.2% 6.7% 6.0% 4.1%
Don't come in the
summer
4.1% 1.4% 4.8% 3.6% 4.8% 3.4% 2.6% 0.0% 2.0% 4.5% 5.4% 3.1% 4.7% 1.6%
Come at different
days of the week
4.0% 1.4% 5.0% 5.6% 4.6% 1.8% 0.7% 0.0% 3.2% 4.7% 3.0% 4.5% 4.0% 4.1%
Come at different
times of the day
3.3% 0.2% 4.0% 2.7% 4.1% 2.9% 0.7% 0.0% 2.6% 2.9% 5.5% 2.1% 2.0% 4.9%
Come when no
special events
3.1% 0.9% 3.6% 2.0% 3.7% 3.4% 0.7% 0.0% 1.4% 3.5% 3.7% 1.9% 3.4% 4.9%
Take public transit
or other means to
get there
1.4% 1.2% 1.6% 2.9% 1.4% 0.0% 0.7% 2.1% 1.7% 1.3% 1.5% 1.1% 1.1% 1.1%
5.F.b
Packet Pg. 264 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 57
Visitation/Activities/Overnight vs. Day
▪ Overall the mix of respondents was that 84% were non-Santa Monica residents and in
the area as a day visit only, 12% were Santa Monica residents and nearly 5% were non-
residents who were from elsewhere staying overnight in Santa Monica.
▪ By main purpose, 72% of Pier visitors (as the main purpose) were day only non-Santa
Monica residents, 18% were Santa Monica residents and 10% were visitors staying
overnight in Santa Monica. In comparison, more Cirque du Soleil (main purpose)
attendees, 89% were non-Santa Monica residents there for the day, while fewer, 9%
were Santa Monica residents, and many fewer, only 2% were overnight visitors.
Table 34 - Visitation/Activities/Overnight vs. Day
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Non-SM resident:
day only activities
83.8% 71.9% 89.1% 55.0% 93.2% 91.1% 75.7% 44.2% 75.6% 86.9% 83.9% 79.6% 85.6% 83.8%
SM Resident: day
activities only
11.7% 17.9% 8.6% 43.7% 6.0% 1.1% 0.0% 18.9% 15.2% 10.5% 11.5% 16.5% 7.4% 13.5%
Non-SM resident:
overnight in SM
4.5% 10.2% 2.4% 1.4% 0.8% 7.9% 24.3% 36.8% 9.2% 2.7% 4.6% 3.9% 7.0% 2.7%
Hours In Santa Monica
▪ The nearly 95% of those in Santa Monica for the day only stayed an average of 4.6
hours there that day.
▪ By main purpose, Pier visitors spent about 3.5 hours in the area whereas the Cirque du
Soleil attendees spent an hour longer, 4.7 hours on average. In that the “Kooza”
performance lasted 2½ hours, attendees apparently spent an additional two hours in
Santa Monica doing other activities (as discussed in the prior activities section).
▪ Santa Monica residents spent an average of 7.7 hours doing activities that day
compared to more than 4 hours by the other groups by residence except for
International day visitors who stayed an average of 3.5 hours.
5.F.b
Packet Pg. 265 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 58
Table 35 - Hours in Santa Monica
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: Day
activities
1471 196 1091 250 903 215 69 34 411 701 359 539 362 178
1-2 hours 7.5% 26.9% 2.9% 3.7% 7.5% 8.6% 10.4% 25.0% 15.0% 6.4% 3.1% 11.7% 4.1% 1.7%
3-4 hours 47.0% 52.5% 49.1% 46.3% 48.1% 40.9% 48.7% 55.0% 46.9% 45.0% 53.1% 49.8% 41.7% 42.8%
5-6 hours 31.7% 13.2% 34.4% 23.5% 34.4% 34.9% 23.5% 18.3% 26.8% 33.4% 31.8% 25.7% 37.7% 33.3%
7-8 hours 8.2% 4.4% 8.6% 9.1% 6.9% 12.6% 13.9% 1.7% 5.1% 10.0% 6.4% 6.9% 11.0% 13.9%
9+ hours 5.5% 3.1% 5.1% 17.4% 3.1% 3.1% 3.5% 0.0% 6.2% 5.2% 5.6% 5.8% 5.4% 8.3%
Mean: 4.59 3.51 4.66 7.66 4.41 4.74 4.50 3.47 4.06 4.78 4.65 4.29 4.92 5.21
Number of Nights Overnight in Santa Monica
▪ The 5% of non-local area residents who stayed overnight in Santa Monica stayed an
average of 2.75 nights.
▪ Those for whom the Pier was their main purpose that day, stayed an average of 3.43
nights versus 2.22 nights among the Cirque du Soleil purpose visitors, likely due to the
fact that the Pier attracted more long-haul travelers than did Cirque du Soleil, and who
would average longer lengths of stay. This is more clearly seen by residence, with the
number of nights spent increasing by the distance away from the area, from 1.37 for
Californians, 3.84 for Other U.S. and 3.86 for International visitors.
Table 36 -Number of Nights Overnight in Santa Monica
Total
Main Purpose Residence Age Income ($000)
Pier CDS CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base:
Overnight
96 32 40 24 36 22 45 29 22 28 31 9
1 night 30.0% 18.2% 48.9% 63.3% 8.1% 20.0% 24.1% 36.6% 32.0% 44.4% 15.2% 50.0%
2 nights 27.5% 36.4% 24.4% 36.7% 24.3% 11.4% 25.9% 41.5% 8.0% 36.1% 32.6% 0.0%
3-4 nights 20.0% 22.7% 6.7% 0.0% 29.7% 37.1% 25.9% 9.8% 24.0% 2.8% 26.1% 20.0%
5-6 nights 14.2% 11.4% 13.3% 0.0% 27.0% 17.1% 18.5% 7.3% 16.0% 8.3% 19.6% 10.0%
7+ nights 8.3% 11.4% 6.7% 0.0% 10.8% 14.3% 5.6% 4.9% 20.0% 8.3% 6.5% 20.0%
Mean (nts.) 2.75 3.43 2.22 1.37 3.84 3.86 2.81 2.22 3.72 2.25 2.93 3.50
5.F.b
Packet Pg. 266 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 59
Type of Overnight Lodging
▪ Most overnight visitors, 73% stayed in a Santa Monica hotel, motel or the youth hostel.
Another 23% stayed in a private residence of friends/family.
Table 37 - Type of Overnight Lodging
Total
Main Purpose
Pier CDS
Base: Overnight visitors 96 32 40
Hotel motel or youth hostel 73.3% 84.1% 71.1%
Private residence of friends or family (unpaid) 23.3% 13.6% 22.2%
Corporate apartment (paid) 2.5% 2.3% 4.4%
Other 0.8% 0.0% 2.2%
Type of Visitor Group
▪ Overall, respondents were relatively evenly split between being a couple, 40% or being
in a family group, 37%. Another 18% were in a mixed group of friends or family.
▪ By main purpose, Pier visitors were relatively split, with 36% in a family group and 33%
who were a couple and 24% in a mixed group. Slightly more Cirque du Soleil attendees
were in a couple, with 37% in a family group and 17% were a mixed group.
▪ These top three categories hold fairly steady by residence although more Other U.S. and
international visitors, 12% and 14% respectively, were alone versus 3% of the Total.
▪ More younger people were in couples, 48%, with 47% of the middle age group in a
family group, and 44% of those aged 55+ were a couple.
▪ By income, the incidence of couples is highest among the lower income group, while far
more of those in a family group, 48% were in the highest income group.
Table 38 - Type of Group
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
A couple 39.9% 32.9% 42.3% 39.2% 40.1% 45.6% 34.3% 26.8% 47.6% 33.0% 44.1% 43.0% 39.7% 33.7%
Family group 36.8% 36.0% 36.9% 37.6% 37.7% 33.5% 35.2% 35.7% 24.3% 46.7% 32.8% 30.5% 40.5% 48.1%
Group of
family, friends
or co-workers
18.6% 23.7% 17.3% 20.4% 18.3% 18.0% 18.1% 19.6% 20.8% 17.3% 18.6% 20.5% 16.3% 17.1%
Alone 3.5% 6.6% 2.7% 1.6% 2.7% 2.1% 12.4% 14.3% 5.9% 2.3% 2.9% 4.6% 3.1% 0.5%
Organized
tour group
0.3% 0.4% 0.1% 0.0% 0.2% 0.4% 0.0% 3.6% 0.7% 0.1% 0.3% 0.2% 0.0% 0.0%
Other 0.8% 0.4% 0.8% 1.2% 0.9% 0.4% 0.0% 0.0% 0.7% 0.5% 1.3% 1.2% 0.5% 0.5%
5.F.b
Packet Pg. 267 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 60
Number and Ages of People in Group
▪ Overall, each immediate respondent group consisted of 1.55 people on average. Of all
groups, 28% included someone under the age of 18.
▪ By main purpose, groups at the Pier were slightly larger at 1.72 persons than at Cirque
at 1.52, as more at the Pier than at Cirque du Soleil were in family or mixed groups as
discussed above.
▪ By residence, Santa Monica and L.A. County resident groups were larger at about 1.6
persons while Other U.S. groups averaged 1.4 persons.
▪ By age, the middle age group were the largest at 1.86 persons, as the group most likely
to have children with them, as 36% did.
▪ By income level, the highest income group had the most people at 1.8, with 35% that
had children under age 18 with them.
Table 39 - Number and Ages of People in Group
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Mean: 1.55 1.72 1.52 1.61 1.58 1.44 1.39 1.55 1.13 1.86 1.16 1.48 1.49 1.80
% in group...
<Age 18 28.2% 32.3% 27.5% 29.3% 29.3% 24.9% 22.1% 26.4% 17.2% 36.2% 20.6% 26.0% 26.6% 34.9%
>Age 18 71.8% 67.7% 72.5% 70.7% 70.7% 75.1% 77.9% 73.6% 82.8% 63.8% 79.4% 74.0% 73.4% 65.1%
Mean Number in Group (excl. 0)
<Age 18 1.70 1.79 1.69 1.73 1.69 1.73 1.74 1.53 1.56 1.76 1.60 1.64 1.67 1.70
>Age 18 1.14 1.20 1.13 1.16 1.15 1.11 1.10 1.14 1.00 1.23 1.00 1.12 1.12 1.21
Household Composition
▪ Overall, respondent households were fairly evenly distributed, with 30% being single
adults, 29% were married/partnered couples with children, and 26% were married/
partnered couples without children.
▪ Pier main purpose visitors were slightly skewed toward single adults, at 40%, mainly
due to the larger 34% share of Other U.S. and 52% of International residents who were
single adults and constituted a higher a proportion of Pier visitors.
▪ Conversely, more of the Cirque du Soleil attendee households, 28% were married
without children than the 18% of Pier visitors who were.
▪ More younger households 54% were single adults, while 44% of the mid-age group were
married with children, and 37% of older households were couples without children.
5.F.b
Packet Pg. 268 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 61
▪ By income, more younger households, 45% were single adults, while in the middle age
group were married with or without children, and 48% of the highest income group
households were couples without children.
Table 40 - Household Composition
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Single adult 29.7% 39.5% 25.8% 24.7% 29.6% 28.0% 34.3% 51.8% 53.5% 21.4
%
17.1
%
45.3
%
24.9% 11.8
%
Married/partnered
couple w/children
28.8% 29.8% 29.4% 31.8% 28.8% 27.2% 28.6% 23.2% 7.9% 44.0
%
24.9
%
19.4
%
31.3% 48.1
%
Married/partnered
couple no children
26.0% 18.0% 28.3% 27.8% 25.0% 31.8% 23.8% 14.3% 25.4% 21.0
%
36.5
%
21.2
%
31.3% 28.3
%
Extended /multi-
generation family
5.9% 4.8% 6.1% 6.7% 6.0% 5.0% 2.9% 8.9%2.4% 5.1% 11.5
%
4.6% 7.1% 6.4%
Group of unrelated
individuals
2.6% 2.2% 2.7% 3.5% 2.3% 2.5% 4.8% 0.0% 3.3% 2.7% 1.6% 4.1% 1.8% 0.5%
Other 4.2% 5.3% 4.2% 3.9% 4.9% 2.1% 4.8% 1.8% 5.5% 3.2% 4.7% 4.9% 2.8% 3.7%
Prefer not to state 2.7% 0.4% 3.4% 1.6% 3.3% 3.3% 1.0% 0.0% 2.0% 2.7% 3.7% 0.5% 0.8% 1.1%
Respondent Age Group
▪ Overall, respondents averaged 43.1 years of age.
▪ By residence, age decreased as distance away from Santa Monica increased, from 46.1
among Santa Monica residents, down to age 26.2 for International residents.
▪ By income level, as expected, the lower income group is comprised of younger people,
average 36.7 years old, with the middle income group at age 45 and the highest group
at age 48.5.
Table 41 – Respondent Age Group
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
18-24 11.5% 37.3% 4.2% 4.7% 9.5% 12.6% 21.0% 51.8% 39.5% 0.0% 0.0% 17.5% 6.6% 2.1%
25-34 17.6% 17.5% 17.8% 14.9% 17.9% 19.7% 19.0% 14.3% 60.5% 0.0% 0.0% 27.2% 13.7% 8.0%
35-44 24.2% 29.8% 23.3% 25.5% 24.0% 21.8% 28.6% 23.2% 0.0% 51.9% 0.0% 24.2% 28.2% 26.7%
45-54 22.4% 4.8% 26.8% 29.8% 22.9% 21.8% 13.3% 0.0% 0.0% 48.1% 0.0% 13.4% 28.8% 33.2%
55-64 16.7% 5.3% 19.5% 17.6% 17.5% 18.0% 8.6% 8.9% 0.0% 0.0% 68.8% 12.7% 16.5% 22.5%
65+ 7.6% 5.3% 8.4% 7.5% 8.1% 6.3% 9.5% 1.8%0.0% 0.0% 31.2% 5.1% 6.1% 7.5%
Median 43.1 31.8 46.2 46.1 43.9 42.7 38.0 24.3 26.2 44.1 61.8 36.7 45.0 48.5
5.F.b
Packet Pg. 269 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 62
Ethnicity/Racial Group
▪ Overall, 63% of the respondents identified as Caucasian with 13% Hispanic/Latino, 8%
Asian-American and 3% African-American.
▪ By main purpose, Pier visitors were somewhat more diverse, with 60% identifying as
Caucasian, 19% Hispanic/Latino, 8% Asian-American and 4% African-American. In
comparison, 65% of Cirque du Soleil attendees identified as Caucasian, 11% were
Hispanic/Latino, 8% Asian-American and 3% African-American.
▪ Differences by residency were evident, as shown below.
▪ By age, many more younger respondents were Hispanic, 21% and Asian-American 13%
compared to the total and to the other age groups, which were generally less diverse as
age increased.
▪ The pattern for income is similar to that of age, with more diversity in the youngest
groups and increasingly less diverse as income increased.
Table 42 – Ethnicity/Racial Group
Total
Main
Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Caucasian 63.1% 59.6% 64.7% 69.0% 59.5% 64.0% 81.0% 55.4% 49.6% 63.7
%
78.0
%
55.7
%
70.7% 80.2%
Hispanic/Latino 12.7% 19.3% 11.1% 11.0% 14.0% 13.8% 6.7% 5.4% 21.1% 11.9
%
4.2% 24.0
%
9.2% 2.1%
Asian/Asian
American
8.2% 7.9% 8.0% 6.7% 9.4% 6.3% 4.8% 8.9% 12.7% 7.5% 3.9% 10.2
%
7.6% 7.5%
African/African
American
3.0% 4.4% 2.6% 0.8% 3.9% 1.3% 2.9% 5.4% 2.9% 3.7% 1.8% 3.5% 3.3% 1.6%
Other 6.1% 10.5% 4.9% 4.3% 5.6% 4.6% 2.9% 33.9%10.7
%
4.4% 3.7% 4.9% 6.4% 5.9%
Prefer not to
state
7.7% 2.2% 8.7% 9.0% 7.7% 10.0% 2.9% 1.8% 4.8% 9.0% 8.7% 2.1% 3.8% 3.2%
5.F.b
Packet Pg. 270 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 63
Gender
▪ Overall, 53% of the respondents were female and 47% were male.
▪ By main purpose, more, 55% were females than the total.
▪ By residence, the percentage of female decreases steadily with resident distance away
from Santa Monica, from 58% to 39% for International residents.
▪ There is less difference in gender by age group but by income level, there were more
females 56% in the lower income group, by males accounted for over 52% in each of
the higher income groups.
Table 43 - Gender
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100
100-
199 200+
Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187
Female 53.3% 50.4% 55.1% 58.0% 53.9% 51.9% 46.7% 39.3% 54.2% 54.4% 50.1% 56.4% 47.8% 46.5%
Male 46.7% 49.6% 44.9% 42.0% 46.1% 48.1% 53.3% 60.7% 45.8% 45.6% 49.9% 43.6% 52.2% 53.5%
Household Annual Income Level
▪ By residence, Santa Monica residents reported the highest median household income at
$120,400, while the lowest median was for Other U.S. resident households at $86,500.
▪ There were differences by age group as expected, with the younger households at
$64,800, and the middle and upper age groups close to one another at $117,000.
5.F.b
Packet Pg. 271 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors LSC Page 64 Table 44 – Respondent Household Annual Income Level Total Main Purpose Residence Age Income ($000) Pier CDS SM LA Co CA US Int'l 18-34 35-54 55+ <100 100-199 200+ Base: 1567 228 1131 255 912 239 105 56 456 730 381 567 393 187 <$15,000 1.7% 3.9% 1.2% 2.4% 1.3% 2.9% 1.9% 0.0% 4.6% 0.4% 0.8% 4.8% 0.0% 0.0% $15,000 - $24,999 2.3% 3.9% 1.4% 1.6% 2.4% 2.9% 2.9% 0.0% 5.5% 1.1% 0.8% 6.3% 0.0% 0.0% $25,000 - $49,999 8.0% 16.7% 6.2% 3.1% 9.9% 5.0% 11.4% 7.1% 17.8% 4.7% 2.9% 22.2% 0.0% 0.0% $50,000 - $74,999 13.8% 14.5% 12.6% 11.4% 14.0% 15.1% 14.3% 14.3% 18.2% 12.9% 10.2% 38.1% 0.0% 0.0% $75,000 - $99,999 10.3% 10.5% 10.5% 8.6% 10.5% 11.7% 12.4% 5.4% 9.4% 10.1% 11.8% 28.6% 0.0% 0.0% $100,000 - $124,999 10.5% 10.5% 10.2% 11.8% 9.3% 13.8% 10.5% 10.7% 9.0% 12.6% 8.4% 0.0% 42.0% 0.0% $125,000 - $149,999 6.0% 2.2% 6.7% 5.1% 6.4% 5.4% 5.7% 7.1% 3.5% 7.3% 6.6% 0.0% 23.9% 0.0% $150,000 - $174,999 4.9% 2.2% 5.3% 5.5% 5.2% 3.8% 4.8% 1.8% 2.0% 6.4% 5.2% 0.0% 19.3% 0.0% $175,000 - $199,999 3.7% 2.2% 4.2% 5.5% 3.0% 4.6% 1.9% 7.1% 3.1% 4.4% 3.1% 0.0% 14.8% 0.0% $200,000 - $224,999 3.3% 0.9% 3.8% 3.5% 3.3% 3.8% 2.9% 1.8% 0.7% 3.8% 5.5% 0.0% 0.0% 27.8% $225,000 - $249,999 1.0% 0.0% 1.0% 0.8% 1.0% 1.3% 1.0% 1.8% 0.7% 1.2% 1.0% 0.0% 0.0% 8.6% $250,000+ 7.6% 0.9% 8.8% 14.1% 7.1% 5.9% 2.9% 1.8% 2.9% 10.3% 8.1% 0.0% 0.0% 63.6% Prefer not to state 26.8% 31.6% 27.9% 26.7% 26.6% 23.8% 27.6% 41.1% 22.8% 24.8% 35.4% 0.0% 0.0% 0.0% Median $: 100,985 66,667 109,891 120,417 96,484 100,758 86,538 106,250 64,759 116,712 117,188 60,938 133,378 255,357 5.F.bPacket Pg. 272Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 65
Cirque du Soleil Attendance and Experience
The following section discusses Cirque du Soleil attendance and experience, among the
(1,265) Cirque du Soleil attendees who responded to the on-line survey.
Performance Attended
Of Cirque du Soleil patrons interviewed, 40% attended “Kooza” on a weekend
afternoon performance, 26% attended on a weekday evening, 20% went Friday or
Saturday night and 12% on a weekday afternoon.
o Thus, 60% of Cirque du Soleil patrons attended a weekend performance and
38% attended a weekday performance.
o As well, 53% attended in the afternoon while 45% attended at night.
Nearly 42% of those whose main purpose was Cirque du Soleil went on a weekend
afternoon while 26% attended on a weekday afternoon. Almost the opposite was
true for those whose main purpose was to visit the Pier, of which 42% attended
Cirque du Soleil on a weekday evening and 31% went on a weekend afternoon.
By area, Santa Monica and LA County residents were similar, with about 42%
attending on a weekend afternoon. However, more Californians, 22% attended on a
weekday afternoon, while a higher share of U.S. (outside California) visitors, 35%
attended on a weekend night.
Table 45a - Cirque du Soleil Performance Attended
Total
Main Purpose Residence
Pier CDS Other SM LA Co CA US
Base: Net CDS 1265 30 1094 141 239 783 195 48
Saturday 4pm, Sunday
1pm or Sunday 5pm 40.4% 30.6% 41.5% 32.6% 42.1% 41.6% 35.3% 27.1%
Tuesday, Wednesday, or
Thursday 8pm: 25.7% 41.7% 25.7% 22.8% 26.3% 26.4% 21.6% 27.1%
Friday or Saturday 8pm: 19.5% 19.4% 18.7% 26.0% 16.5% 19.4% 20.5% 35.6%
Thursday or Friday 4pm 12.4% 8.3% 12.0% 16.3% 12.4% 10.6% 21.6% 8.5%
DK/ Not sure 2.0% 0.0% 2.0% 2.3% 2.6% 2.0% 1.1% 1.7%
5.F.b
Packet Pg. 273 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 66
Table 45b – Performance Attended by Day/Time
Afternoon vs. Evening Total* Weekday vs. Weekend Total*
Base: CDS 1265 Base: CDS 1265
Afternoon weekend (S-S) 40.4% Afternoon weekend (S-S) 40.4%
Afternoon weekday (M-F) 12.4% Evening weekend (F-S) 19.5%
Total Afternoon 52.8% Total weekend 59.9%
Evening weekday (M-Th) 25.7% Afternoon weekday (M-F) 12.4%
Evening weekend (F-S) 19.5% Evening weekday (M-Th) 25.7%
Total Evening 45.2% Total weekday 38.1%
* does not add to 100% due to 2% d/k
Experience with Cirque du Soleil (prior to “Kooza”)
▪ An 86% majority of on-line respondents had seen a live Cirque du Soleil production
prior to “Kooza.” Only 4% did not know much about Cirque du Soleil.
▪ Having attended Cirque du Soleil before was relatively comparable by residence
(excluding international residents), although it was slightly higher for L.A. County
residents compared to the other residence groups.
▪ Another strong majority, 72% of those whose main purpose was the Santa Monica
Pier (the day they attended Cirque du Soleil) had seen a live performance, as had
86% of those whose main purpose was to attend “Kooza”.
▪ As age group and household income level increased so did attendance at and
awareness of Cirque du Soleil. This is not surprising, as age and income tend to be
related.
5.F.b
Packet Pg. 274 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 67
Table 46 - Experience with Cirque du Soleil (prior to “Kooza”)
Total
Main
Purpose Residence Age Income (*$1,000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100 100-
199 200+
Base: CDS 1265 30 1094 239 783 195 48 277 630 358 411 334 178
I have seen
them perform
live before
86.2% 72.2% 86.3% 79.9% 89.0% 84.8% 74.6% 72.6% 88.6% 89.3% 78.4% 88.3% 90.4%
I have not seen
them perform
live or on TV/
DVD, but I have
heard of/know a
lot about them
4.8% 11.1% 4.8% 6.9% 4.3% 3.5% 6.8%11.6% 3.8% 2.6% 8.7% 4.8% 2.0%
I have never
seen them
perform live but
have seen them
on TV or DVD
4.7% 8.3% 4.9% 7.4% 4.1% 3.9% 3.4% 6.2% 4.3% 4.7% 6.2% 3.2% 3.5%
I know what
type of enter-
tainment they
provide, but
don't knowmuch
more than that
3.3% 8.3% 3.0% 3.8% 2.2% 5.7% 15.3% 7.1% 2.8% 2.0% 4.6% 2.2% 3.8%
I have only
seen/ heard the
name before
1.0% 0.0% 1.0% 1.9% 0.5% 2.1% 0.0% 2.4% 0.4% 1.4% 2.0% 1.5% 0.3%
5.F.b
Packet Pg. 275 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 68
Cirque du Soleil Show Have Seen Live
▪ Overall between 44% and 48% of those having attended a live Cirque du Soleil
performance had seen “O,” “Alegria,” “Quidam,” and “Mustere.” Another one-third
had seen “Dralion” and “Corteo.”
▪ The following table compares by residence, age and income the live Cirque du Soleil
performances seen.
Table 47 - Cirque du Soleil Show Seen Live
Total
Main
Purpose Residence Age Income (000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100 100-
199 200+
Base: Seen CDS 1061 22 918 188 677 159 37 199 548 314 322 286 160
"O" (Las Vegas) 48.1% 50.0% 48.0% 41.6% 50.9% 42.5% 52.3% 40.6% 50.8% 45.6% 38.5% 53.8% 46.8%
Alegría 45.6% 15.4% 47.3% 45.8% 48.1% 35.4% 31.8% 28.3% 48.1% 48.8% 40.5% 42.4% 45.2%
Quidam 44.9% 34.6% 46.8% 52.7% 44.3% 42.1% 18.2% 33.2% 45.1% 51.0% 48.3% 43.5% 40.1
%
Mystère (Las
Vegas)
44.1% 26.9% 43.5% 41.0% 44.0% 45.8% 61.4% 50.4% 43.3% 42.6% 41.5% 46.6% 45.5%
Dralion 33.2% 19.2% 33.6% 30.2% 33.8% 36.3% 25.0% 26.6% 32.0% 39.9% 30.8% 31.0% 41.3%
Corteo 30.3% 34.6% 31.0% 18.0% 32.9% 37.9% 15.9% 38.5% 30.2% 26.3% 29.4% 34.2% 33.7%
Varekai 26.7% 3.8% 27.4% 20.1% 28.2% 29.2% 25.0% 31.1% 27.3% 22.7% 26.0% 30.4% 28.8%
Saltimbanco 24.5% 11.5% 25.5% 22.8% 25.4% 19.2% 43.2% 8.2% 25.6% 30.8% 20.5% 23.6% 29.8%
KÀ (Las Vegas) 23.3% 38.5% 22.9% 23.4% 23.5% 21.7% 27.3% 32.8% 23.5% 17.7% 24.6% 23.2% 27.6
%
The Beatles LOVE
(Las Vegas)
16.3% 26.9% 16.5% 14.7% 15.9% 20.8% 13.6% 18.0% 16.3% 15.2% 15.5% 12.9% 22.1
%
Zumanity (Las
Vegas)
16.2% 19.2% 15.6% 15.3% 16.3% 17.1% 15.9% 27.9% 15.8% 10.9% 15.5% 19.2% 21.5%
DELIRIUM 8.2% 7.7% 8.5% 9.0% 7.4% 9.6% 13.6% 11.5% 6.8% 9.8% 7.3% 8.6% 10.3
%
La Nouba
(Orlando only)
8.0% 3.8% 8.4% 5.4% 8.4% 8.3% 15.9% 10.7% 9.1% 3.9% 8.0% 9.9% 12.8
%
CRISS ANGEL
Believe (Las
Vegas)
2.8% 0.0% 2.9% 2.4% 2.6% 2.9% 9.1% 3.7% 2.9% 1.8% 3.0% 2.3% 4.2%
Wintuk 2.0% 0.0% 2.2% 2.4% 2.3% 0.4% 0.0% 1.6% 2.7% 0.5% 0.5% 3.6% 1.9%
OVO 0.9% 0.0% 1.0% 0.0% 0.9% 2.5% 0.0% 1.6% 0.8% 0.7% 1.1% 1.9% 0.0%
Viva ELVIS (Las
Vegas)
0.5% 0.0% 0.4% 1.8% 0.2% 0.0% 0.0% 0.0% 0.6% 0.2% 0.2% 0.4% 1.3%
ZED (in Tokyo) 0.3% 0.0% 0.3% 0.0% 0.4% 0.0% 0.0% 0.4% 0.3% 0.2% 0.2% 0.8% 0.0%
Banana Shpeel 0.2% 0.0% 0.2% 0.0% 0.3% 0.0% 0.0% 0.0% 0.0% 0.7% 0.5% 0.0% 0.0%
ZAIA (in Macau) 0.1% 0.0% 0.1% 0.0% 0.0% 0.0% 2.3% 0.0% 0.1% 0.0% 0.0% 0.0% 0.0%
Don't remember 12.8% 3.8% 13.2% 18.3% 11.1% 14.6% 6.8% 6.1% 13.6% 14.5% 10.3% 11.4% 15.1%
5.F.b
Packet Pg. 276 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 69
5.F.b
Packet Pg. 277 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 70
“Kooza” Rating
▪ More than 85% of all attendees indicated that they highly liked “Kooza.” This was
consistent across purpose, residence, ages and income groups, as shown below.
▪ On the rating scale (1 = least to 10 = most), attendees rated “Kooza” at 8.93,
overall. A 9.14 rating was given by those whose main purpose was visiting the Pier,
a 9.11 rating by California residents, 9.06 by both those aged 18-34 and those with
annual household income under $100,000, and 9.05 by those with incomes of
$100,000 - 199,000.
▪ Only 1.5% rated the show at 3 or less.
Table 48 – Rating How Well Liked “Kooza”
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100
100-
199 200+
Base: Net 1265 30 1094 239 783 195 48 277 630 358 411 334 178
10. Extreme-
ly like
53.0% 69.4% 53.0% 60.3% 49.3% 56.9% 64.4% 56.2% 53.3% 50.2% 55.5% 54.7% 50.1%
9 21.6% 8.3% 21.2% 14.4% 24.8% 19.8% 10.2% 17.0% 22.1% 23.5% 18.6% 24.8% 31.6%
8 10.7% 8.3% 10.6% 10.0% 10.7% 11.7% 10.2% 16.4% 8.9% 11.1% 12.7% 8.4% 7.2%
Top 3 85.3% 86.0% 84.8% 84.7% 84.8% 88.4% 84.8% 89.6
%
84.3% 84.8% 86.8% 87.9% 88.9%
7 6.3% 2.8% 6.4% 6.7% 6.3% 6.0% 3.4% 5.4% 5.3% 9.3% 8.7% 4.1% 3.5%
6 2.5% 2.8% 2.8% 0.5% 3.4% 1.4% 3.4% 1.8% 3.0% 1.8% 1.4% 2.8% 2.3%
5 3.3% 8.3% 3.3% 4.8% 2.8% 3.2% 5.1% 0.6% 4.9% 1.4% 1.4% 3.0% 2.0%
4 1.0% 0.0% 1.0% 1.7% 0.8% 1.1% 1.7% 1.5% 0.6% 1.8% 0.7% 1.1% 0.6%
3 0.8% 0.0% 0.8% 0.5% 1.2% 0.0% 0.0% 0.6% 1.1% 0.2% 0.5% 0.6% 0.6%
2 0.3% 0.0% 0.3% 0.2% 0.4% 0.0% 0.0% 0.3% 0.3% 0.2% 0.0% 0.4% 0.9%
1. Extreme-
ly dislike
0.4% 0.0% 0.5% 1.0% 0.3% 0.0% 1.7% 0.3% 0.5% 0.4% 0.4% 0.2% 1.2%
Mean rating 8.93 9.14 8.92 8.96 8.89 9.11 8.95 9.06 8.89 8.94 9.06 9.05 8.99
Likeliness to Recommend “Kooza”
▪ On the rating scale (1 = least likely to 11 = most likely to recommend), attendees
rated their likelihood to recommend “Kooza” at 9.98 overall.
▪ Many segments rated their likeliness at over 10, including those mainly visiting the
Pier, Californians, those aged 18-34, those with annual household income under
$100,000, and with incomes of $100,000 - 199,000, consistent with the groups with
the highest ratings for liking “Kooza.”
5.F.b
Packet Pg. 278 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 71
Table 49 – Likeliness to Recommend “Kooza” to Others
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100 100-
199 200+
Base: Net 1265 30 1094 239 783 195 48 277 630 358 411 334 178
11. Most likely
to recommend 66.4% 80.6% 66.1% 68.4% 65.5% 71.0% 50.8% 70.8% 66.7
% 62.8% 68.6% 70.2% 66.1%
10 11.9% 2.8% 11.8% 9.1% 13.1% 8.5% 20.3% 10.4% 11.6% 13.6% 9.8% 12.1% 20.0%
9 5.8% 2.8% 5.4% 6.0% 5.3% 7.1% 8.5% 9.2% 5.3% 4.7% 6.8% 6.0% 5.2%
8 6.1% 2.8% 6.2% 4.3% 7.1% 4.6% 1.7% 3.9% 5.4% 9.3% 8.4% 4.5% 2.9%
Top 3: 90.2% 89.0% 89.5% 87.8% 91.0% 91.2% 81.3% 94.3
% 89.0% 90.4% 93.6% 92.8% 94.2%
7 2.4% 2.8% 2.7% 0.5% 2.8% 3.2% 3.4% 1.8% 2.7% 2.2% 1.4% 2.0% 0.9%
6 2.6% 0.0% 2.7% 5.7% 1.6% 1.1% 8.5% 0.6% 2.4% 4.5% 2.0% 1.3% 0.6%
5 1.5% 2.8% 1.5% 3.8% 0.4% 3.2% 1.7% 0.9% 2.2% 0.2% 0.5% 0.6% 0.3%
4 1.1% 2.8% 1.2% 0.2% 1.4% 0.7% 1.7% 0.6% 1.3% 0.8% 1.2% 0.0% 0.0%
3 0.5% 0.0% 0.5% 0.2% 0.6% 0.7% 0.0% 1.2% 0.3% 0.6% 0.4% 0.6% 1.4%
2 0.2% 2.8% 0.2% 0.0% 0.3% 0.0% 1.7% 0.0% 0.3% 0.2% 0.0% 0.4% 0.3%
1. Least likely
to recommend 1.5% 0.0% 1.7% 1.7% 1.8% 0.0% 1.7% 0.6% 1.9% 1.2% 0.9% 2.4% 2.3%
Mean rating 9.98 10.11 9.94 9.92 9.98 10.16 9.47 10.24 9.93 9.92 10.12 10.12 10.15
5.F.b
Packet Pg. 279 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
City of Santa Monica
Profile of Cirque du Soleil “Kooza” Attendees and Santa Monica Pier Visitors
LSC Page 72
Likeliness to Attend another Show by Cirque du Soleil
▪ Again, reflecting their satisfaction with the performance and willingness to
recommend it to others, 72% of attendees said they were highly likely to
recommend the show to attend another Cirque du Soleil show.
▪ Again, this high level was consistent across purpose, residence, ages and income
groups, as shown below.
▪ On the 10-point scale, the overall rating was 9.24.
Table 50 - Likeliness to Attend another Cirque du Soleil Show
Total
Main Purpose Residence Age Income ($000)
Pier CDS SM LA Co CA US 18-34 35-54 55+ <100
100-
199 200+
Base: Net 1265 30 1094 239 783 195 48 277 630 358 411 334 178
10. Very
likely 71.5% 86.1% 70.7% 68.2% 71.3% 77.7% 69.5% 81.0% 72.1
% 63.6% 74.3% 76.4% 71.9%
9 10.5% 0.0% 10.4% 10.3% 11.8% 6.4% 3.4% 8.0% 9.7% 14.0% 14.1% 9.3% 9.3%
8 6.9% 8.3% 7.4% 10.5% 6.0% 5.3% 10.2% 5.1% 7.9% 5.9% 4.5% 3.9% 10.1%
Top 3: 88.9% 94.4% 88.5% 89.0% 89.1% 89.4% 83.1% 94.1
% 89.7% 83.5% 92.9% 89.6% 91.3%
7 3.0% 0.0% 3.3% 3.8% 2.6% 2.5% 6.8% 1.5% 2.6% 4.9% 2.5% 2.2% 2.0%
6 3.1% 2.8% 3.4% 1.2% 3.4% 5.3% 0.0% 2.7% 3.6% 2.2% 2.7% 1.7% 2.9%
5 2.5% 0.0% 2.5% 1.2% 3.2% 0.7% 5.1% 0.9% 2.4% 3.8% 1.2% 3.9% 0.6%
4 1.4% 0.0% 1.2% 3.3% 0.8% 1.4% 0.0% 0.9% 0.6% 3.4% 0.2% 1.7% 0.9%
3 0.3% 0.0% 0.3% 0.0% 0.2% 0.7% 1.7% 0.0% 0.2% 0.8% 0.0% 0.6% 0.0%
2 0.2% 0.0% 0.2% 0.2% 0.2% 0.0% 1.7% 0.0% 0.2% 0.2% 0.2% 0.0% 0.6%
1. Very
unlikely 0.7% 2.8% 0.7% 1.2% 0.6% 0.0% 1.7% 0.0% 0.6% 1.2% 0.4% 0.4% 1.7%
Mean 9.24 9.47 9.22 9.14 9.26 9.37 8.90 9.57 9.28 8.93 9.47 9.33 9.24
5.F.b
Packet Pg. 280 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 1 of 7
INTERCEPT SURVEY
INFO
A. INTERVIEWER CODE
B. INTERVIEW LOCATION
Pier – Pacific Park
Pier – Carousel area
C. WEATHER: fair and warm overcast and warm
fair and cool overcast and cool
D. TIME/DAY afternoon weekday (M-F noon-6 pm) evening weekday (M-F 6 pm-12 am)
INTERVIEW: afternoon weekend (S-S noon-6 pm) evening weekend (S-S 6 pm-12 am)
INTRO
Hello, I'm conducting a brief survey about your visit to Santa Monica today. Your answers are totally
anonymous and you will receive a small thank you gift for your time. Do you have a few minutes now?
(CLICK NEXT TO CONTINUE)
SCREENER
S1. Are you in Santa Monica today OTHER THAN to attend school or for regular daily work?
YES
NO, Working or going to school TERMINATE
MAIN QUESTIONNAIRE
1a. Where do you reside?
Santa Monica (ASK 1b.)
A city or area within Los Angeles County (ASK 1b.)
In California outside L.A. County (ASK 1b.)
In another U.S State outside California (ASK 1b.)
In a country outside the U.S.
1b. What is your home zip code: _______________ [IF Santa Monica in 1a Skip to 3a]
2. Have you visited Santa Monica in the past 12 months for any reason other than regular work or to
attend school?
YES, visited before
NO, First time in past 12 months SKIP TO Q 3
2a. How many times? Visits in past 12 months
3a. What is the MAIN venue or specific activity you are doing in Santa Monica today?
3b. What OTHER activities or venues have or do you plan to do in Santa Monica today?
5.F.b
Packet Pg. 281 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 2 of 7
3a.
MAIN
3b.
OTHER
See Cirque du Soleil
Attend a special event (not CS)
Visit the Santa Monica Pier
Go to Pacific Park
Go to the Santa Monica Beach
Go to 3rd Street Promenade
Go to Main Street/Farmers Market
Go to Montana Avenue
Eat in a Santa Monica restaurant
Attend an art museum
Go to a Santa Monica night club or bar
Conduct Business or attend a meeting or conference
Visit friends or relatives/personal or family related
Shop/browse
See a movie
Bike/skate/stroll on the boardwalk or promenade
Just walk around/sightsee/hang out
Other
No other venues/activities
Note Pier or Pacific Park MUST be checked in either 3a or 3b
In 3a or 3b, if CS is mentioned ask5CS
In 3a or 3b, if Pier or Pacific Park is mentioned but NOT CS Skip to 7CS
5CS. How many Cirque du Soleil tickets did you buy and how much in total did you spend on these
tickets?
# tickets #_________
$ spent $ _________
SKIP TO 8P+CS.
6CS+P You are on the Santa Monica Pier today. Did going to Cirque du Soleil impact your decision to
visit the Pier?
Yes - I saw the Pier from Cirque du Soleil and wanted to go there too
Yes – I saw the Pier from Cirque du Soleil and want to visit it another
time but not today
Yes – I heard about the Pier from Cirque marketing or it’s web site
No impact – I went to Cirque du Soleil because I saw the tent from
the Pier
No impact - separately decided to visit both today
7CS+P When did you decide to visit the Pier?
Earlier or before arriving in Santa Monica
Upon arriving in Santa Monica
Today, from the Cirque du Soleil area
4P. You didn't say you are attending Cirque du Soleil today. Why aren't you?
Saw it already
Plan to see it another time
We're with other who don't want to/can't see it
Doesn't interest me
Don't know about it
5.F.b
Packet Pg. 282 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 3 of 7
Heard bad things about it
Too hard to park/hassle to get there
Too expensive
Other (Specify) __________________________
5P. Which specific activities have or do you plan to do on the Pier today?
Ride the Pier Carousel
Ride rides at Pacific Park
Play games at Pacific Park
Play games at the Playland Arcade
Eat at the Pacific Park food outlets
Eat at a Pier restaurant/snack shop
Visit the Pier Aquarium
Browse or shop at Pier shops
Just stroll/sightsee
Go fishing
Other (Specify) ________________________
6P+CS Overall how do you rate your experience on the Pier today?
Extremely enjoyable SKIP TO 8P + CS
Very enjoyable SKIP TO 8P + CS
Somewhat enjoyable SKIP TO 8P + CS
Somewhat unenjoyable GO TO 7
Very unenjoyable GO TO 7
Haven't been there yet GO TO 7
7P+CS Why do you say that?
Hard to park /not enough parking
Parking is too expensive
Pier doesn't have what I want
Not my kind of people
Too crowded
Poor/bad service at Pier businesses
Too many homeless people in area
Don't feel safe on the Pier
Not appeal/don't like
Other
8P+ CS a. Did you spend any money today at the Santa Monica Pier?
NO – Ask 8 P+SC b.
Yes – Ask 8P+SC a.
b. Did you spend any money today at Cirque de Soleil?
NO - Ask 8 P+SC c.
Yes – Ask 8 P+SC b.
c. Did you spend any money today in Santa Monica away from the Pier and Cirque?
NO – Skip to 10a.
Yes – Ask 8 P+SC c.
5.F.b
Packet Pg. 283 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 4 of 7
Î How much did you spend TODAY on the following items…. (ENTER IN US$ OR “0” IF NOT
APPLICABLE)
a. a. On the SM Pier?
Rides and arcade games at Pacific Park $
Food/meals at Pacific Park $
Beverages at Pacific Park
Gifts/souvenirs at Pacific Park $
Admission tickets $
Food/meals not at Pacific Park $
Beverages not at Pacific Park
Gifts/souvenirs not at Pacific Park $
Other spending on the Pier $
b. b. At Cirque du Soleil?
Food inside Cirque
Beverages inside Cirque
Gifts/souvenirs inside Cirque
c. c. In Santa Monica
(excl. SM Pier + CS)?
Meals/snacks food in Santa Monica $
Beverages $
Gifts/souvenirs/other shopping items $
Other spending
Movie or club or other entertainment admissions $
Other transportation costs (gas, fares, etc) $
Overnight lodging in Santa Monica $
Other spending
8b P+CS How many people is this spending for?
10a. Have you visited the Pier in the past 12 months?
YES
First time in past 12 mos.
NO, Haven't visited
SKIP TO 11a
10b. How many times in the past 12 months have you visited the Pier?
11a. How did you arrive to this area today?
Drove or was a passenger in a private auto, SUV other vehicle ASK 11b.
Walked, biked or skated here SKIP TO 15a
Arrived by public bus, tour bus, taxi, shuttle, limo,
other means
SKIP TO 15a
11b. a. Where did you park TODAY?
b. Where do you park USUALLY when you visit the Santa Monica Pier?
a. Today b. Usually
On the Pier
The Beach lot at Cirque du Soleil
Surface lot across Ocean Avenue
2030 Beach Lot (# 4 South) (Ocean at Bicknell)
5.F.b
Packet Pg. 284 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 5 of 7
Civic Center parking structure
Another SM Beach parking lot
Santa Monica Place mall
Other parking structure or lot
On the street or elsewhere
12a. How many people were in your car? _____
12b. How much did you spend on parking your car today? _______________
13. Why did you park in this lot today?
I/we usually park there
My/our usual lot was full so I/we parked there
It was convenient to where I/we were going
It was reasonably priced
I/we were directed to this lot by Cirque e-mail or parking
attendant
14. How easy or difficult was it to find or access the parking today compared to when you usually
come to Santa Monica or the Pier?
4- easier
3- about the same
2- Somewhat more difficult
1 –Much more difficult
0 – Not applicable/rarely visit the Pier
15a. How does parking impact your visiting SANTA MONICA in general? (check all that apply)
15b. How does parking impact your generally visiting the PIER? (check all that apply)
15a. SM 15b. PIER
Come less often Come less often
Come at different times of the day Come at different times of the day
Come at different days of the week Come at different days of the
week
Don't come in the summer Don't come in the summer
Don’t come on weekends Don’t come on weekends
Come when no special events Come when no special events
Park farther away and walk Park farther away and walk
Take public transit or other means
to get there
Take public transit or other means
to get there
No impact: parking not a problem
No impact: rarely visit Santa
Monica
No impact: don’t drive to Santa
Monica
Other no impact/not applicable
No impact: parking not a problem
No impact: rarely visit the Pier
No impact: don’t drive to the Pier
Other no impact/not applicable
16. Are you doing activities in Santa Monica for the day only or are you staying overnight in Santa
Monica?
Resident day activities only ASK 17
Non-resident day only activities
Overnight non resident
ASK 17
SKIP TO 18
5.F.b
Packet Pg. 285 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 6 of 7
17. How many hours are you doing activities for in Santa Monica today?
Skip to 20
18. How many nights are you staying overnight in Santa Monica? ASK 19
19. What type of lodging did you stay in while in Santa Monica:
Hotel motel or youth hostel
Corporate apartment (paid)
Private residence of friends or family (unpaid)
Other
JUST A FEW OTHER QUESTIONS (CLICK NEXT TO CONTINUE)
20. Which of the following best describes your group today?
Alone
A couple
A family group (2+ people)
A mixed group of family and/or friends or co-workers
An organized tour group
Other
21. How many are in your immediate group today including yourself?
Under age 18? __ [can be 0] Age 18 or over?___ [program at least 1 for this option]
22. Check the coice that best describes your household composition?
A. Single adult
B. Married/partnered couple without children
C. Married/partnered couple with children
D. Group of unrelated individuals
E. Extended generational family group
F. Other
23. Check the coice that represents your age group:
A. 18-24
B. 25-34
C. 35-44
D. 45-54
E. 55-64
F. 65+
G. Prefer not to state
24. Check the coice that best represenst the group(s) you most identify as?
A. African/African American
B. Asian/Asian American
C. Caucasian
D. Hispanic/Latino
E. Other
F. Prefer not to state
25. Check the coice that best represents your total expected 2009 household income?
Less than $15,000
$15,000 - 24,999
$25,000 - 49,999
5.F.b
Packet Pg. 286 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Intercept Survey 2009
Lauren Schlau Consulting Page 7 of 7
$50,000 – 74,999
$75,000 – 99,999
$100,000 – 124,999
$125,000 – 149,999
$150,000 – 174,999
$175,000 – 199,999
$200,000 – 224,999
$225,000 – 249,999
$250,000 and over
Prefer not to state
26. OBSERVE GENDER AND ENTER:
Male Female
Thank you and here is your gift.
5.F.b
Packet Pg. 287 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Internet Survey 2009
Lauren Schlau Consulting Page 1 of 7
INTERNET SURVEY
E-MAIL INTRO Message (not in body of survey)
On behalf of the City of Santa Monica, Cirque du Soleil has selected you to participate in a brief online
survey about your experience at the Cirque du Soleil’s “Kooza” in Santa Monica.
Your responses are totally anonymous and confidential. You will not be further solicited by responding.
We would like the survey returned within one week of this date.
Please click on the link below to access the survey.
Thank you very much!
(CLICK NEXT TO CONTINUE)
SCREENER
S1. Are you at least 18 years of age?
YES
NO TERMINATE
S2. Just to verify, did you personally attend Cirque du Soleil’s “Kooza” in Santa Monica?
YES
NO did not Attend TERMINATE
S3. Which performance did you attend:
Tuesday, Wednesday, or Thursday 8:00 pm:
Friday or Saturday 8 Pm:
Thursday or Friday 4 pm:
Saturday 4:pm, Sunday 1 pm or Sunday 5 pm:
MAIN QUESTIONNAIRE
1a. Where do you reside?
Santa Monica (ASK 1b.)
A city or area within Los Angeles County (ASK 1b.)
In California outside L.A. County (ASK 1b.)
In another U.S State outside California (ASK 1b.)
In a country outside the U.S.
1b. What is your zip code: _______________ If Santa Monica resident in 1a, Skip to 3a.
2. Have you visited Santa Monica in the past 12 months for any reason other than regular work or to
attend school?
YES, visited before Ask 2a
NO, this was the first time in past 12 months SKIP TO Q 3
2a. How many Visits in past 12 months ?
3a. Thinking about the day you attended Cirque du Soleil, what was the MAIN venue or specific
activity you came to Santa Monica for that day? (check one below)
3b. What OTHER activities or venues did you do in Santa Monica that day? (check as many as apply
below)
5.F.b
Packet Pg. 288 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Internet Survey 2009
Lauren Schlau Consulting Page 2 of 7
3a. MAIN
PURPOSE
3b. OTHER
PURPOSE
See Cirque du Soleil
Attend a special event (not CS)
Visit the Santa Monica Pier
Go to Pacific Park
Go to the Santa Monica Beach
Go to 3rd Street Promenade
Go to Main Street/Farmers Market
Go to Montana Avenue
Eat in a Santa Monica restaurant
Attend an art museum
Go to a Santa Monica night club or bar
Conduct Business or attend a meeting or
conference
Visit friends or relatives/personal or family related
Shop/browse
See a movie
Bike/skate/stroll on the boardwalk or promenade
Just walk around/sightsee/hang out
Other
No other venues/activities
In 3a or 3b, if CS is mentioned but NOT PIER or PACIFIC PARK ask 4CS
In 3a or 3b, if CS is mentioned AND PIER and/or PACIFIC PARK ask5CS
4CS. You didn't say you visited the Santa Monica Pier or Pacific Park that day. Why didn't you?
(please read each option below and check one)
Only did those other things I checked above
Not enough time to go to the Pier
Plan to go another time
Pier doesn't interest me
Don't like it/heard bad things about it
With others who don't want to go there that day
Don't know about the Pier
Too hard to park/hassle to get there
Too crowded
Other (Specify) __________________________
5CS. How many tickets did you buy for that Cirque du Soleil performance and how much in total did
you spend on these tickets?
# tickets #_________
$ spent $ _________
SKIP TO 8P+CS.
6CS+P You indicated you went to the Santa Monica Pier that day. Did being at Cirque du Soleil impact
your decision to visit the Pier? (Please read each option carefully and check one answer)
Yes – I/we saw the Pier from Cirque du Soleil and wanted to go there
too
ASK 7CS
Yes - seeing the Pier from Cirque du Soleil made me/us want to visit
it sometime but not that day
SKIP TO 8P+CS
Yes – I/we heard about the Pier from Cirque du Soleil marketing or
from it’s web site and wanted to go there too
No – I/we went to Cirque du Soleil because I/we saw the tent from
the Pier
ASK 7CS
ASK 7CS
No impact - separately decided to visit both that day ASK 7CS
5.F.b
Packet Pg. 289 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Internet Survey 2009
Lauren Schlau Consulting Page 3 of 7
No impact - already intended to visit the Pier another time SKIP TO 8P+CS
No impact - no intention to visit the Pier then or in the future SKIP TO 8P+CS
7CS+P When did you decide to visit the Pier?
Before arriving in Santa Monica
Upon arriving in Santa Monica
From the Cirque du Soleil area
ASK Q. 5P
5P. Which specific activities did you do on the Pier that day? CS + P
Ride the Pier Carousel
Ride rides at Pacific Park
Play games at Pacific Park
Eat at the Pacific Park food outlets
Play games at the Playland Arcade
Eat at a Pier restaurant/snack shop
Visit the Pier Aquarium
Hear music or dancing at Rusty's
Browse or shop at Pier shops
Just stroll/sightsee
Go fishing
Other (Specify) ________________________
6P+CS Overall how do you rate your experience on the Pier that day?
Extremely enjoyable SKIP TO 8P + CS
Very enjoyable SKIP TO 8P + CS
Somewhat enjoyable SKIP TO 8P + CS
Somewhat unenjoyable GO TO 7 P + CS
Very unenjoyable GO TO 7 P + CS
7P+CS Why do you say that?
Hard to park /not enough parking
Parking is too expensive
Pier doesn't have what I want
Not my kind of people
Too crowded
Poor/bad service at Pier businesses
Too many homeless people in area
Don't feel safe on the Pier
Not appeal/don't like
Other
8P+ CS a. Did you spend any money that day at the Santa Monica Pier?
NO – Ask 8 P+SC b.
Yes – Ask 8P+SC a.
b. Did you spend any money that day at Cirque du Soleil?
NO - Ask 8 P+SC c.
Yes – Ask 8 P+SC b.
c. Did you spend any money that day in Santa Monica away from the Pier and Cirque du
Soleil?
5.F.b
Packet Pg. 290 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Cirque-Pier Internet Survey 2009
Lauren Schlau Consulting Page 4 of 7
NO – Skip to 10a.
Yes – Ask 8 P+SC c.
Î How much did you spend THAT DAY on the following items…(ENTER IN US$ OR “0” IF NOT
APPLICABLE)
a. a. On the SM Pier?
Rides and arcade games at Pacific Park $
Food/meals at Pacific Park $
Beverages at Pacific Park $
Gifts/souvenirs at Pacific Park $
Admission tickets $
Food/meals not at Pacific Park $
Beverages not at Pacific Park
Gifts/souvenirs not at Pacific Park $
Other spending on the Pier $
b. b. At Cirque du Soleil?
Food inside Cirque $
Beverages inside Cirque $
Gifts/souvenirs inside Cirque $
c. c. In Santa Monica
(excl. SM Pier + Cirque
du Soleil)?
Meals/snacks food in Santa Monica $
Beverages $
Gifts/souvenirs/other shopping items $
Other spending $
Movie or club or other entertainment admissions $
Other transportation costs (gas, fares, etc) $
Overnight lodging in Santa Monica $
Other spending $
8b P+CS How many people is this spending for?
10a. Have you visited the Santa Monica Pier in the past 12 months?
YES
First time in past 12 mos.
NO, Haven't visited
SKIP TO 11a
10b. How many times in the past 12 months have you visited the Santa Monica Pier?
11a. How did you arrive in Santa Monica the day you attended Cirque du Soleil?
Drove or was a passenger in a private auto, SUV other vehicle ASK 11b.
Didn't park; walked, biked or skated here SKIP TO 15a
Didn't park; arrived by public bus, tour bus, taxi,
shuttle, limo, other means
SKIP TO 15a
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11b. a. Where did you park THAT DAY? (ckeck one option below)
b. Where do you park USUALLY when you visit the Santa Monica Pier? (ckeck one option below)
a. That Day b. Usually for Pier
The lot AT Cirque du Soleil
Surface lot across Ocean Avenue
2030 Beach Lot (# 4 South) (Ocean at Bicknell)
Civic Center parking structure
Another SM Beach parking lot
On the Pier
Santa Monica Place mall
Other parking structure or lot
On the street or elsewhere
Don’t usually go to the Pier X
12a. How many people were in your car? _____
12b. How much did you pay for parking that day? $ ___________
13. Why did you park in that lot that day?
I/we usually park there
My/our usual lot was full so I/we parked there
It was convenient to where I/we were going
It was free or reasonably priced
I/we were directed to this lot by Cirque du Soleil e-mail
14. How easy or difficult was it to find or access the parking that day compared to when you usually
visit Santa Monica or the Pier?
4- easier
3- about the same
2- Somewhat more difficult
1 –Much more difficult
15a. How does parking impact your visiting SANTA MONICA in general? (check all that apply)
15b. How does parking impact your visiting the PIER in general? (check all that apply)
15a.
SM
15b.
PIER
No impact: parking not a problem
No impact: rarely visit Santa Monica
No impact: don’t drive to Santa Monica
Other no impact/not applicable
No impact: parking not a problem
No impact: rarely visit the Pier
No impact: don’t drive to the Pier
Other no impact/not applicable
Come less often Come less often
Come at different times of the day Come at different times of the day
Come at different days of the week Come at different days of the week
Don't come in the summer Don't come in the summer
Don’t come on weekends Don’t come on weekends
Come when no special events Come when no special events
Park farther away and walk Park farther away and walk
Take public transit or other means to get to
Santa Monica
Take public transit or other means to
get to the Pier
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16. Were you in Santa Monica for that day only or did you stay overnight in Santa Monica?
Santa Monica resident ASK 17
Day only ASK 17
Overnight SKIP TO 18
17. How many hours were you in Santa Monica that day for activities? Skip to 20
18. How many nights did you stay overnight in Santa Monica for that visit? ASK 19
19. What type of lodging did you stay in while in Santa Monica for that visit?
Hotel motel or youth hostel
Corporate apartment (paid)
Private residence of friends or family (unpaid)
Other
JUST A FEW OTHER QUESTIONS (CLICK NEXT TO CONTINUE)
20. Which of the following best describes your group that day?
Alone
A couple
A family group (2+ people)
A mixed group of family and/or friends or co-workers
An organized tour group
Other
21. How many were in your immediate group that day including yourself?
Under age 18? Age 18 and over?_______
22. Which of the following letters best describes your household composition?
A. Single adult
B. Married/partnered couple without children
C. Married/partnered couple with children
D. Group of unrelated individuals
E. Extended generational family group
F. Other
23. Please check your age group:
18 - 24
25 - 34
35 - 44
45 – 54
65 – 70
71 and over
Prefer not to state
24. Check which heritage group(s) you most identify as?
African/African American
Asian/Asian American
Caucasian
Hispanic/Latino
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Pacific Islander
Native American
Other
Prefer not to state
25. Please check which group represents your total expected 2009 household income?
Less than $15,000
$15,000 - 24,999
$25,000 - 49,999
$50,000 – 74,999
$75,000 – 99,999
$100,000 – 124,999
$125,000 – 149,999
$150,000 – 174,999
$175,000 – 199,999
$200,000 – 224,999
$225,000 – 249,999
$250,000 and over
Prefer no to state
26. Are you?
Male
Female
Thank you very much! _________
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Appendix II: Economic Impact Methodology5.F.bPacket Pg. 295Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix II. MethodologyMethodology >> Gross Economic Impacts• Gross economic impacts measure the total positive impacts of Cirque du Soleil’s presence in Santa Monica. As described above they quantify both the direct impact of Cirque du Soleil (CDS), as well as the indirect and induced impacts generated as initial spending circulates through the economy.• To better understand CDS’s impacts throughout Santa Monica, gross economic impacts are reviewed in two parts:– Onsite Impacts– Offsite Impacts• Onsite impacts are made up of the impacts of the direct CDS operations and the additional visitor spending at third party operations within the tent.• Offsite impacts are made up of CDS’s visitor spending offsite, on the Pier and within the rest of Santa Monica.Onsite Impacts• CDS operations are evaluated through an expenditure approach, while in-tent visitor spending is evaluated using a revenue approach.• In the expenditure approach, expenditures are evaluated by industry. AECOM utilizes local Los Angeles expenditure information provided by CDS. These expenditures are adjusted to account for CDS expenditures to businesses and residents located within the city of Santa Monica. Regional adjustments pygjwere estimated by AECOM based on conversations with CDS. • Multipliers are then applied to the regionally adjusted industry purchases. This figure represents the indirect and induced impacts. • Onsite direct impacts (the 1stround of economic activity) are the total ticket revenues generated by CDS in S t M i H k l d i th t CDS i t l l d tid h f thSanta Monica. However, acknowledging that CDS is not a local or domestic company and much of these revenues will not materially impact the Santa Monica economy, we have conservatively represented the direct impact as total expenditures generated by CDS. Appendix Tables II-15.F.bPacket Pg. 296Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix II. MethodologyMethodology >> Gross Economic Impacts• Direct impacts are added back to the indirect and induced impacts to estimate total impacts as a result of CDS operating expenditures. • Visitor in-tent spending is calculated based on revenues. Data from the survey was used to estimate per capita spending of CDS visitor spending within the tent. (Visitor in-tent spending is equivalent to business revenues.)• These revenues were evaluated by type of industry. Multipliers are then applied directly to these revenues to determine total economic impact.Offsite Impacts• CDS visitors’ offsite spending on the Pier and the rest of Santa Monica generate revenues to offsite businesses. The total impacts of these revenues are evaluated in the Offsite Impact section.• Survey data is used to first estimate the number of visitors who came to Santa Monica and/or the Pier just for CDS (i.e. visitors whose main purpose was to visit CDS). Survey data is also used to estimate per capita spending at Pacific Park, the Pier as a whole, and within the city of Santa Monica, by industry.pp gyy y• The share of visitors induced by CDS and their average per capita spending estimates are then applied to induced CDS visitors. Appropriate industry multipliers are applied to the total revenues to determine the total economic impacts.• It should be noted that for retail industries, we have excluded the economic impacts generated by the manufacturing wholesale trade and transportation of the goods on the assumption that these activitiesmanufacturing, wholesale trade, and transportation of the goods on the assumption that these activities often take place outside of Santa Monica. Appendix Tables II-25.F.bPacket Pg. 297Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix II. MethodologyMethodology >> Multipliers• Economic multipliers are used to derive indirect and induced impacts, the ‘multiplier effect,’ in terms of output, employment and earnings.• Multipliers are geography specific taking into account industrial composition and dynamics unique to regions.•For this analysis AECOM has used the IMPLAN model prepared by the MinnesotaImplanGroup (MIG)•For this analysis AECOM has used the IMPLAN model prepared by the Minnesota ImplanGroup (MIG).IMPLAN Input-Output System• MIG has developed the IMPLAN Software to derive multipliers at several geographic levels, including zip code, county, and MSA. The program provides users substantial flexibility in terms of assumptions and methods.• The program assembles the economic accounts following the conventions used in the “Input-Output Study of the US Economy” by the Bureau of Economic Analysis (1980) and the US National Income and Product Accounts.• The program generates output, earnings and employment multipliers and the associated “multiplier effect.”Appendix Tables II-35.F.bPacket Pg. 298Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix II. Methodology Methodology >> Displacement in Baseline Economic Activity• To comprehensively understand the impact of CDS’s operations, this report also considers potential negative impacts of the CDS performance at the Pier. • Pier businesses are concerned that the occupation of the 1550 Parking Lot deters some Pier visitors and impacts general Pier visitor and special event revenues. They are concerned that, while CDS brings a number of visitors to Santa Monica, these visitors do not patronize all Pier businesses.Analysis Challenges • It is difficult to measure a reduction in economic activity due to CDS because we cannot directly measure the pier patrons who turned away. Thus our analysis attempts to understand the Pier’s baseline performance i e typical performance without the CDS and compare that to 2009 performanceperformance, i.e. typical performance without the CDS, and compare that to 2009 performance. Establishing the baseline performance is also challenging for several reasons:– CDS operations take place during the Pier’s “off-peak” season. The Pier’s highest performing months are in the summer and spring. There typically is a reduction in Pier business in the fall, as the weather cools and students return to school. The analysis must separate the seasonal revenue downturn from any potential downturn due to CDS.do tu o a y pote t a do tu due to C S– The analysis must separate the impact of economic cycles from the impact of CDS. In the third quarter of 2007 the United States fell into a recession. Many Southern California households have been directly affected by the economy; examples of these financial impacts include reduced home values, unemployment, and/or salary cuts. Consumers have reacted by limiting their spending. As will be discussed further in the report, the negative economy does impact Pier businesses’ revenues, but may not always have a negative impact on the performance of all businesses along the Pier.– Other Pier performance factors. Other variables exist that impact several of the Pier businesses’ performance. These variables, such as weather and exposure in the press, are also not easy to quantify. Appendix Tables II-45.F.bPacket Pg. 299Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix II. Methodology Methodology >> Displacement in Baseline Economic ActivityOverall Approach• In this analysis we attempt to estimate what the base economic performance of the Pier businesses would be if the CDS operations were not taking place and then compare the difference between this base economic performance and the performance of the Pier with the CDS operations.Data Sources• A variety of data sources were analyzed to evaluate the base economic performance:– Monthly 2005 – 2009 Pier tenant revenues, as provided to the City of Santa Monica for lease purposes. –Quarterly City of Santa Monica sales tax informationMethodology• As mentioned above, there are several variables affecting Pier revenues and it is difficult to separate these different effects. We explored several approaches to evaluating the impact of CDS’s operations on the Pier and have selected the approach that would provide the best proxy for CDS’s impactsPier and have selected the approach that would provide the best proxy for CDS s impacts.• Seasonality and the economic cycles are two of the key factors in Pier revenue. We are able to control for these factors, by using a revenue index that evaluates monthly income in terms of the annual average monthly income.– A monthly revenue variation index was derived from the, inflation adjusted, 2005 – 2009 monthly Pier lessee revenue data provided by the City The revenue index is calculated:lessee revenue data provided by the City. The revenue index is calculated:ሺ ሻ / X X X ൌ Revenueiൌ January –Decemberyr ൌ 2005 ‐ 2009n ൌ number of monthsWhereAndAppendix Tables II-55.F.bPacket Pg. 300Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix II. Methodology Methodology >> Displacement in Baseline Economic Activity & Net Economic Impacts• The index demonstrates the revenue variation each month compared to the Pier’s performance for the year. Using this index, you are able to understand the typical monthly variation (which generally correlates with weather/holidays), and control for various factors that affect annual performance.• Using the revenue index we analyze the average performance within the time period of CDS in Santa Monica and compare this to the average performance across the last five years. The difference between these two are used as a benchmark for CDS’s net economic impact at the Pier.• This percentage differential for September, October, November, and December is applied to the annual average monthly income for 2009 to estimate the net impacts of CDS to Pier businesses. – Given that the revenues provided by the City already include the estimated CDS attendees’ spending at the Pier, CDS visitor’s spending estimates must be removed to calculate displacement, the reduction in non-CDS generated economic activity.• It should be noted that regression analysis was explored as an estimation tool for this study. However, various regression models that were able to provide us with reasonable fit estimations of revenues were not statistically significant for the months that CDS was in Santa Monica.Net Economic Impacts• Net economic impacts are calculated by subtracting the displacement from the positive total economic impacts generated by CDS.Appendix Tables II-65.F.bPacket Pg. 301Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix III: Detailed Economic and Fiscal ItTblImpact Tables5.F.bPacket Pg. 302Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix Table III‐1
Onsite Impacts
City of Santa Monica
ONSITE VISITOR ASSUMPTIONS
Cirque tickets sold1 184,427
Total Cirque tickets1 190,761
Occupied Seat Estimate2 95%
Estimated Attendees 181,000
ONSITE IMPACTS
Local Cirque du Soleil Expenditures
Operations Expenditures Total
Temporary Staff 490,000
Cast and Crew Kitchen (Food)90,000
Equipment Rental 80,000
Transportation 90,000
Cast and Crew Accomodations 900,000
Facility Operations Expenditures Total
Rent 960,000
Construction within 1550 & RAND Lot 670,000
Traffic Police and Fire Services 300,000
Shuttles 200,000
Traffic and Parking Management Plan 110,000
Fuel and Electricity 80,000
Direct Marketing Expenditures Total
Marketing Assistance to PRC & Pacific Park 200,000
Total Local Expenditures $4,170,000
Source: Cirque du Soleil, AECOM
Cirque du Soleil In‐Tent Visitor Spending
Cirque In‐Tent Sales
Sales Per
Attendee3 Total
Adjusted Food and Beverage Spending 4 $9.07 1,510,887
Gift & Souvenir Spending $9.38 1,697,006
Total $18.45 $3,207,893
1Cirque du Soleil
2Economics at AECOM estimate
3Cirque and Pier Survey Results
4Food and Beverage Spending has been reduced to account for Santa Monica
Cirque visitors' spending. Estimates that 40% of residents' food and beverage
spending would be made in the city of Santa Monica without Cirque.
Source: Cirque du Soleil, Cirque and Pier Survey (LSC), Economics at AECOM
Appendix Tables III-1
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Appendix Table III‐2
Cirque du Soleil Expenditure ‐ Local Purchase Adjustment
ONSITE IMPACTS
Local Cirque du Soleil Expenditures Local Purchase Adjustment
Program Operations Expenditures Total
% Purchase in
Santa Monica
Santa Monica
Purchases
Temporary Staff 490,000 30%147,000
Cast and Crew Kitchen (Food)90,000 50%45,000
Equipment Rental 80,000 60%48,000
Transportation 90,000 30%27,000
Cast and Crew Accomodations 900,000 30%270,000
Facility Operations Expenditures Total
% Purchase in
Santa Monica
Santa Monica
Purchases
Rent 960,000 100%960,000
Construction within 1550 & RAND Lot 670,000 60%402,000
Traffic Police and Fire Services 300,000 100%300,000
Shuttles 200,000 100%200,000
Traffic and Parking Management Plan 110,000 100%110,000
Fuel and Electricity 80,000 100%80,000
Direct Marketing Expenditures Total
% Purchase in
Santa Monica
Santa Monica
Purchases
Marketing Assistance to PRC & Pacific Park 200,000 100%200,000
Total $4,170,000 $2,789,000
Source: Cirque du Soleil, AECOM
Appendix Tables III-2
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Appendix Table III‐3Total Gross Onsite ImpactsONSITE IMPACTSOUTPUT IMPACTSEARNINGS IMPACTSEMPLOYMENT IMPACTSDescriptionDirectIndirect & Induced TotalDirectIndirect & Induced TotalDirectIndirect & Induced TotalLocal Cirque du Soleil Expenditures Program Operations ExpendituresSanta Monica PurchasesTemporary Staff147,000Private household operations147,00043,893 190,893 128,267 16,540 144,80716.63 0.36 16.99Cast and Crew Kitchen (Food)45,000Wholesale trade businessesWholesale Trade1 @30%13,500 Wholesale trade businesses13,500 5,537 19,0375,133 2,077 7,2100.07 0.04 0.11Equipment Rental48,000 Commercial and industrial machinery and equip48,000 26,538 74,53810,64410,165 20,8100.14 0.18 0.32Transportation 27,000 Transit and ground passenger transportation27,000 8,400 35,40012,318 3,178 15,4960.45 0.06 0.51Cast and Crew Accomodations270,000Real estate establishments270,00060,497 330,49745,130 20,829 65,9591.43 0.41 1.84 Facility Operations ExpendituresSanta Monica PurchasesRent960,000Other state and local government enterprises960,000482,867 1,442,867310,806179,594490,4013.12 2.93 6.06Construction within 1550 & RAND Lot402,000Construct other new nonresidential structures402,000182,396584,396175,203 74,111 249,3132.58 1.31 3.90Traffic Police and Fire Services300,000Other state and local government enterprises300,000150,896450,89697,127 56,123 153,2500.98 0.92 1.89Shuttles 200,000Transit and ground passenger transportation200,00062,224262,22491,248 23,538 114,7863.30 0.45 3.75Traffic and Parking Management Plan110,000Management‐ scientific‐ and technical consult110,00058,979 168,97955,888 22,073 77,9600.71 0.43 1.14Fuel and Electricity80,000 Electric power generation‐ transmission‐ and80,000 16,959 96,95916,686 5,608 22,2940.09 0.10 0.19Direct Marketing ExpendituresMarketing Assistance to PRC & Pacific Park200,000Advertising and related services200,000108,491 308,49196,511 38,401 134,9121.29 0.70 1.99$2,757,500$2,757,500$1,207,678$3,965,178$1,044,962 $452,236$1,497,19830.79 7.8838.68Direct Impacts$4,170,000$490,00011.69Total Impacts$2,557,500$8,135,178$1,987,19850.36 Cirque du Soleil In‐Tent Visitor SpendingCirque In‐Tent Sales Direct ImpactAdjusted Food and Beverage Spending1,510,887Food services and drinking places1,510,887583,9262,094,813 554,786206,199 760,98523.65 3.85 27.50Gift & Souvenir Spending1,697,006 Retail Margin2 @35%593,952Cirque Retail Multiplier3593,952 232,625 826,577 216,637 80,203 296,8417.04 1.52 8.56Impacts $2,104,839$2,104,839$816,551$2,921,390$771,424$286,402$1,057,82630.69 5.37 36.06 1Excludes the manufacturing, agriculture production, and transportation costs of goods purchased for the kitchen. Wholesale share is based on IMPLAN data analysis.2Excludes the manufacturing, wholesale trade, and transportation of the goods sold, which are not likely to have taken place in Santa Monica.3Weighted multiplier of relevant retail categoriesSource: AECOM, IMPLANAppendix Tables III-35.F.bPacket Pg. 305Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix Table III‐4
Gross Onsite Impacts
ONSITE IMPACTS
Direct Indirect & Induced Total
Output
Cirque Expenditures $4,170,000 $3,970,000 $8,140,000
In‐Tent Visitor Spending $2,100,000 $820,000 $2,920,000
Total Output $6,270,000 $4,780,000 $11,060,000
Earnings
Cirque Expenditures $490,000 $1,500,000 $1,990,000
In‐Tent Visitor Spending $770,000 $290,000 $1,060,000
Total Earnings $1,260,000 $1,780,000 $3,050,000
Employment (Jobs)*
Cirque Expenditures 12 39 50
In‐Tent Visitor Spending 31 5 36
Total Employment 42 44 86
*Sums may not add due to rounding.
Source: AECOM
Appendix Tables III-4
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Appendix Table III‐5
Offsite Visitor Assumptions
OFFSITE VISITOR ASSUMPTIONS
Survey Visitors to Cirque 1,309
Survey Visitors Whose Main Purpose was Cirque 1,131
Survey Visitors Whose Main Purpose was Cirque and are Residents of Santa Monica 225
Survey Visitors Whose Main Purpose was Cirque and Visited the Pier 279
Estimated Share of Cirque Visitors Induced to Santa Monica by Cirque 86%
Estimated Share of Cirque Visitors who also went to the Pier 21%
Estimated Share of Cirque Visitors who are Residents of Santa Monica 19.9%
Total Estimated Cirque Attendees 181,000
Estimated Share of Cirque Visitors induced to Santa Monica by Cirque 86.0%
Estimated Attendees induced by Cirque 155,660
Total Estimated Cirque Attendees 181,000
Estimated share of Cirque visitors who also went to the Pier 21%
Estimated Attendees induced by Cirque and who went to the Pier or Pacific Park 38,010
Source: Cirque and Pier Survey (LSC), AECOM
Appendix Tables III-5
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Appendix Table III‐6
Offsite Revenues
Induced Visitor Assumptions
Estimated Induced Cirque Visitors Who Went to the Pier or Pacific Park 38,010
Estimated Induced Cirque Visitors 155,660
Santa Monica Resident Share of Induced Visitors 20%
OFFSITE IMPACTS
Spending at the Pier & Pacific Park
Cirque Visitor Spending at Pacific Park Per Cap ($)1 Total
Adjusted Food and Beverage2 8.88 310,487
Rides and Arcade Games 1.61 61,238
Gifts and Souvenirs 1.66 62,998
Subtotal Spending at Pacific Park $434,723
Cirque Visitor Spending at the Pier Outside of Pacific Park Per Cap ($)1 Total
Adjusted Food and Beverage2 8.40 293,804
Gifts and Souvenirs 0.96 36,602
Other Spending 0.75 28,683
Subtotal Spending at the Pier Outside of Pacific Park $359,090
Total Pier and Pacific Park Spending $793,813
Spending in Other Parts of Santa Monica
Cirque Visitors Spending in Santa Monica Per Cap ($)1 Total
Adjusted Food and Beverage2 18.40 2,635,893
Overnight Lodging in Santa Monica 2.70 420,138
Gifts/ Souvenirs/ Other Shopping Items 1.61 250,786
Adjusted Transportation Costs (Gas, Fares, etc)2 1.20 171,791
Adjusted Movie, Clubs, or Other Entertainment 2 0.10 13,929
Total Spending in Other Parts of Santa Monica $3,492,536
Parking Revenues
Cirque Visitors' Parking Spending Per Cap ($)1
Avg. Parking Spending 2.21 343,959
Total Spending on Parking by Induced Cirque Visitors $343,959
TOTAL VISITOR SPENDING $4,630,308
1Cirque and Pier Survey Results
2Adjusted to account for net spending of Santa Monica Residents. Estimates that 40 percent of
Santa Monica Residents would have dined out, utilzied transportation, or purchased
entertainment activities in the city of Santa Monica with or without Cirque.
Source: Cirque and Pier Survey (LSC), AECOM
Appendix Tables III-6
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Appendix Table III‐7Total Offsite ImpactsOFFSITE IMPACTSMULTIPLIERSOUTPUT IMPACTSEARNINGS IMPACTSEMPLOYMENT IMPACTSDirect ImpactsCode DescriptionDirectIndirect & Induced TotalDirectIndirect & Induced TotalDirectIndirect & Induced TotalPier & Pacific ParkPacific ParkFood and Beverage310,487 413 Food services and drinking places310,487 119,996 430,483 114,008 42,374 156,382 4.9 0.8 5.7 Rides and Arcade Games61,238 409 Amusement parks, arcades, etc61,238 30,959 92,198 12,983 11,774 24,756 0.4 0.2 0.6 Gifts and Souvenirs Retail Margin1 @35% 22,049 330 Retail Stores ‐ Miscellaneous22,049 8,590 30,639 11,373 3,038 14,411 0.4 0.1 0.5 Subtotal Pacific Park393,774 $393,774 $159,545 $553,320 $138,364 $57,185 $195,549 6 1 7 Pier Outside of Pacific ParkFood and Beverage293,804 413 Food services and drinking places293,804 113,549 407,353 107,883 40,097 147,980 4.6 0.7 5.3 Gifts and Souvenirs Retail Margin1 @35% 12,811 330 Retail Stores ‐ Miscellaneous12,811 4,991 17,801 6,608 1,765 8,373 0.2 0.0 0.3 Other SpendingOther Pier Retail Multiplier2 Retail Margin1 @35% 10,039 10,039 3,875 13,915 4,208 1,350 5,559 0.1 0.0 0.2 Admission Tickets‐ 410 Other amusement and rec. industries‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ Subtotal Pier Outside of Pacific Park 316,654 316,654 $122,415 $439,069 $118,699 $43,212 $161,9115.0 0.8 5.8 Pier and Pacific Park Subtotal710,428 710,428 281,960 992,389 257,063 100,398 357,460 10.7 1.9 12.5 Other Parts of Santa MonicaSanta Monica Food and Beverage2,635,893 413 Food services and drinking places2,635,893 1,018,716 3,654,609 967,879 359,735 1,327,614 41.3 6.7 48.0 Overnight Lodging in Santa Monica420,138 411 Hotels and motels420,138 173,021 593,159 146,097 62,664 208,761 3.6 1.1 4.8 Gifts/ Souvenirs/ Other Shopping Items‐ Retail Margin1 @35% 87,775 Santa Monica Retail Spending Multiplier287,775 34,378 122,153 32,015 11,853 43,867 1.0 0.2 1.3 Transportation Costs (Gas, Fares, etc) 171,791 Santa Monica Transport Multiplier 3171,791 62,709 234,500 55,018 22,080 77,099 1.2 0.4 1.6 Movie, Clubs, or Other Entertainment 13,929 Santa Monica Entertainment Multiplier 213,929 7,529 21,457 4,779 2,693 7,473 0.1 0.0 0.1 Other Parts of Santa Monica Subtotal 3,329,525 3,329,525 1,296,353 4,625,878 1,205,789 459,025 1,664,814 47.2 8.5 55.7 Parking RevenuesParkingAvg. Parking Spending343,959 432 Other state and local gov't enterprises343,959 173,007 516,966 111,359 64,347 175,706 1.1 1.1 2.2 Parking Subtotal$343,959343,959 173,007 516,966 111,359 64,347 175,706 1.1 1.1 2.2 TOTAL OFFSITE IMPACTS4,383,913 4,383,913 1,751,320 $6,135,233 $1,574,211 623,770 $2,197,981 58.9 11.4 70.4 1Excludes the manufacturing, wholesale trade, and transportation of the goods sold, which are not likely to have taken place in Santa Monica2Weighted multiplier of relevant retail categories3Weighted multiplier of relevant transportation categoriesSource: AECOM, IMPLANAppendix Tables III-75.F.bPacket Pg. 309Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix Table III‐8
Gross Offsite Impacts
OFFSITE IMPACTS
Direct Indirect & Induced Total
Output
Pier & Pacific Park $710,000 $280,000 $990,000
Santa Monica $3,330,000 $1,300,000 $4,630,000
Parking $340,000 $170,000 $520,000
Total Output $4,380,000 $1,750,000 $6,140,000
Earnings
Pier & Pacific Park $260,000 $100,000 $360,000
Santa Monica $1,210,000 $460,000 $1,660,000
Parking $110,000 $60,000 $180,000
Total Earnings $1,570,000 $620,000 $2,200,000
Employment (Jobs)
Pier & Pacific Park 11 2 13
Santa Monica 47 9 56
Parking 1 1 2
Total Employment 59 11 70
Source: AECOM
Appendix Tables III-8
5.F.b
Packet Pg. 310 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendix Table III‐9
Gross Economic Impacts
ONSITE AND OFFSITE IMPACTS
Direct Indirect & Induced Total
Output
Onsite $6,270,000 $4,780,000 $11,060,000
Offsite $4,380,000 $1,750,000 $6,140,000
Total Output $10,650,000 $6,530,000 $17,200,000
Earnings
Onsite $1,260,000 $1,780,000 $3,050,000
Offsite $1,570,000 $620,000 $2,200,000
Total Earnings $2,830,000 $2,400,000 $5,250,000
Employment (Jobs)
Onsite 42 44 86
Offsite 59 11 70
Total Employment 101 55 156
Source: AECOM
Appendix Tables III-9
5.F.b
Packet Pg. 311 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendix Table III ‐ 10
Net Increase/Reduction in Pier Economic Activities
NET CHANGE IN PIER ACTIVITIES
Total Pier
Period
Cirque Year to
Non‐Cirque Year
Differential
Increase/
(Reduction) Estimate
September 3% $91,128
October 10% $342,298
November ‐2%($69,839)
December 2% $55,127
Total Cirque Occupation 3%$418,713
NET INCREASE (REDUCTION) IN ACTIVITIES AT THE PIER $418,713
Source: AECOM
Appendix Tables III-10
5.F.b
Packet Pg. 312 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendix Table III‐11
Estimated Displacement
ESTIMATED DISPLACEMENT IN BASELINE PIER ACTIVITY
Total Pier
(1) Estimated Net Change in Pier Activity Due to Cirque $418,713
(2) Cirque Attendees' Visitor Spending ‐$793,813
(3)Estimated Displacement of Pier Activity Due to Cirque ‐$375,100
Source: AECOM
Appendix Tables III-11
5.F.b
Packet Pg. 313 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendix Table III‐12Total Economic Impacts of DisplacementESTIMATED DISPLACEMENT IN BASELINE PIER ACTIVITY (Total Impact)MULTIPLIERSOUTPUT IMPACTSEARNINGS IMPACTS EMPLOYMENT IMPACTSRetail Margin Adj1Direct ImpactsDescription DirectIndirect & InducedTotal DirectIndirect & InducedTotal DirectIndirect & InducedTotalTotal PierEstimated Displacement‐$375,100 98%‐$368,060Ttl Pier Wght Multp2(368,060) (163,784) (531,844) (111,016) (60,360) (171,376) (4.0) (1.1) (5.1)TOTAL ‐$375,100‐$368,060‐$368,060‐$163,784‐$531,844‐$111,016‐$60,360‐$171,376(4.0) (1.1) (5.1)1When the retail multiplier is being applied to a category, it must be adjusted for retail margins. Pacific Park has retail, but the margins are already accounted for in the amusement park multiplier.2Weighted multiplier based on 2009 industry revenue distribution of the Pier.Source: AECOMAppendix Tables III-125.F.bPacket Pg. 314Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License
Appendix Table III‐13
Net Economic Impacts
ECONOMIC IMPACTS
Gross Economic Impacts
Output
(Millions)
Earnings
(Millions) Jobs
Onsite Cirque Impacts $ 11.1 $ 3.1 86
Offsite Pier & Santa Monica Impacts $ 6.1 $ 2.2 70
Total Gross Impacts to the City of Santa Monica $ 17.2 $ 5.3 156
Economic Activity Displacement
Output
(Millions)
Earnings
(Millions) Jobs
Displacement ‐$ .5 ‐$ .2 ‐5
Net Economic Activities
Output
(Millions)
Earnings
(Millions) Jobs
Net Economic Activities to the City of Santa Monica $ 16.7 $ 5.1 151
Source: AECOM
Appendix Tables III-13
5.F.b
Packet Pg. 315 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendix Table III‐14
Fiscal Impacts
City of Santa Monica Tax Rates
Sales Tax 1%
Transient Occupancy Tax 14%
Utility Users Tax 10%
Parking Facilities Tax 10%
FISCAL IMPACTS
Direct Benefits from Cirque du Soleil
Ground Lease Rents $960,000
Parking Revenues
Civic Center Lot $16,600
Other Parking Revenues $327,359
Subtotal Parking Revenues $343,959
Less Reduction in
Parking Revenue in 1550 Lot ‐$379,820
Subtotal Reduction ‐$379,820
Direct Fiscal Benefits from Cirque du Soleil $924,139
Sales Tax
Onsite Taxable Sales
Cirque In‐Tent Sales Revenues Taxable Share Taxable Sales
Food and Beverage Spending $1,510,887 90% $1,359,798
Gift & Souvenir Spending $1,697,006 100% $1,697,006
Subtotal Onsite Taxable Sales $3,056,804
Offsite Taxable Sales
Pacific Park
Adjusted Food and Beverage2 $310,487 90% $279,438
Gifts and Souvenirs $62,998 100% $62,998
Pier
Adjusted Food and Beverage2 $293,804 90% $264,424
Gifts and Souvenirs $36,602 100% $36,602
Other Spending $28,683 100% $28,683
Other Parts of Santa Monica
Adjusted Food and Beverage2 $2,635,893 85% $2,240,509
Gifts/ Souvenirs/ Other Shopping Items $250,786 100% $250,786
Subtotal Offsite Taxable Sales $3,163,440
Total Taxable Sales $6,220,244
Sales Tax @ 1%$62,202
Transient Occupancy Tax
Accomodation Spending
Est. Induced Cirque Visitor Accomodation Spending 420,138
Total Accomodation Spending $420,138
Transient Occupancy Tax @ 14%$58,819
Additional Taxes
Utility User Tax
Cirque Utility Use $80,000
Utility User Taxes @10%$8,000
Other Tax Receipts $8,000
Source: AECOM, City of Santa Monica
Appendix Tables III-14
5.F.b
Packet Pg. 316 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Appendix Table III‐15
Fiscal Impacts
FISCAL IMPACTS
Source Receipts
Direct Benefits from Cirque du Soleil $920,000
Tax Benefits
Sales Tax Receipts $60,000
Transient Occupancy Tax Receipts $60,000
Additional Taxes $10,000
Subtotal Tax Benefits $130,000
Total Fiscal Impacts to the City of Santa Monica $1,050,000
Source: AECOM
Appendix Tables III-15
5.F.b
Packet Pg. 317 Attachment: Economic Impact Report 10.11.10 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
(%(%%!'#%"#"&""'#% !'"(# &<:=% !&#&0('"&!"' ! (' () "'.* && !!"!)%''"#% !0 % ! ! *"'&& '% %&"!& !$% !#$ !%#"&%"$"' *1/#$ !%#"&%% ! %&& # *,
-$ "!*!'%*. $ % &'& "! %' %"$"!&" ##!! & && &$ ")+) ($"'!01/$%"$#$ !"! *,5.F.c
Packet Pg. 318 Attachment: Proposed Footprint (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
CITY OF SANTA MONICA
OAKS INITI ATIVE 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 off icial from receiving, and a person or entity from conferring, specified
personal benef its 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 f or 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
inf ormation must be updated and supplied every 12 months.
5.F.d
Packet Pg. 319 Attachment: Signed_OAKS_INITIATIVE_2023 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
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 # ___________________________
5.F.d
Packet Pg. 320 Attachment: Signed_OAKS_INITIATIVE_2023 (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
1
Xavier Mota
From:Elana Buegoff
Sent:Thursday, December 7, 2023 8:44 AM
To:Clerk Mailbox; councilmtgitems
Subject:written correspondence received for 12/12/2023 Agenda Item 5-F
Attachments:Letter in Support_11172023v2.pdf
Elana Buegoff | Pier & Beach Administrator
Economic Development Division | City of Santa Monica
310.458.8763 | elana.buegoff@santamonica.gov
ITEM 5.F.
December 12, 2023
ITEM 5.F.
December 12, 2023
5.F.e
Packet Pg. 321 Attachment: Written Comments [Revision 1] (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Douglas Emmett Management, LLC
1299 Ocean Avenue, Suite 1000, Santa Monica, California 90401
Telephone 310.255.7700
November 17, 2023
The Honorable Gleam Davis, Mayor
And City Council Members
Santa Monica City Council
1685 Main Street, Room 209
Santa Monica, CA 90401
RE: License / Cirque du Soleil / Lot 1 North / Santa Monica
Dear Mayor Davis and City Council Members:
On behalf of Douglas Emmett, we appreciate this opportunity to present this letter of support for
the license to bring Cirque du Soleil to Lot 1 North for 3 1/2 months next year.
Douglas Emmett has been investing in Santa Monica for over forty years. We currently own 11
commercial properties comprising over 1.4 million square feet and 940 residential units here in
the City. Over two hundred people come to work daily here at our Santa Monica corporate
headquarters. As a key stakeholder in the economic vitality, reputation and programming for the
City, we remain committed to participating in and supporting activities that contribute to the
success of Santa Monica.
Douglas Emmett strongly supports the licensing of Lot 1 North to Cirque du Soleil. Like many
cities across the country, Santa Monica was devastated by the COVID-19 pandemic. The City
continues to face revenue shortfalls due to business closures and lower numbers of visitors
compared to pre-pandemic levels. It is critical that the City continue to support not only store
openings but also entertainment, activities and other unique experiential opportunities that
encourage visitors to the city. Cirque du Soleil directly addresses that need.
The management team at Cirque du Soleil understands the need to address community goals and
objectives. Bringing them to Santa Monica will encourage visitors to the downtown area,
including restaurants, stores and other businesses. Its location here will activate the area and
provide visibility well beyond the City to other areas of Los Angeles. Bringing Cirque to Santa
Monica is directly in line with the goal of showing vibrancy on our streets, Promenade and
boardwalk. It will draw attention to the City in a manner that shows it is a fun, exciting place to
be.
ITEM 5.F.
December 12, 2023
ITEM 5.F.
December 12, 2023
5.F.e
Packet Pg. 322 Attachment: Written Comments [Revision 1] (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
The Honorable Gleam Davis, Mayor
And City Council Members
November 17, 2023
Page 2
As our City leaders understand, while statistics are helpful in monitoring trends, it is individuals
and businesses like Cirque that help make the City a desirable travel destination. We hope and
encourage the City to support its business, residential and visitor communities by approving the
Cirque license.
If we can answer any questions or provide any additional feedback, please contact us. Thank
you.
Respectfully,
Michele Aronson
Executive Vice President
ITEM 5.F.
December 12, 2023
ITEM 5.F.
December 12, 2023
5.F.e
Packet Pg. 323 Attachment: Written Comments [Revision 1] (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
1
Xavier Mota
From:Jim Harris <jim@santamonicapier.org>
Sent:Tuesday, December 12, 2023 1:09 PM
To:councilmtgitems
Subject:December 12, 2023 Santa Monica City Council Agenda Item 5.F. - Santa Monica Pier Corporation
Statement
Santa Monica City Council Members;
During Public Comment at tonight's City Council Meeting, regarding Agenda Item 5.F., I intend to present a statement
from the Santa Monica Pier Corporation which was prepared during a Special Meeting of our Board of Directors last
night.
Below is the written copy of what I will present:
The Santa Monica Pier Corporation supports the return of Cirque du Soleil to Beach Parking Lot 1 North as
presented in the City Staff Report with the following requests for City Staff to pay special attention to in the
License Agreement with Cirque du Soleil:
1)Develop and execute a parking and traffic management plan that serves Cirque du Soleil
visitors, non‐Cirque du Soleil Pier visitors, and employees of Pier businesses and takes into account
the number of employees working on the Pier, the hours of operation of all Pier businesses, and
the safe transportation of Pier business employees to their vehicles after those business hours.
2)The parking and traffic management plan will be presented in draft form to the Santa Monica
Pier Corporation Board of Directors in a public meeting prior to final City approval in order to
receive input from the Pier Corporation, Pier merchants, local stakeholders, and the public.
3)City Staff will meet with the Pier Corporation Board of Directors in a public meeting shortly after
the first week of Cirque du Soleil performances to receive feedback and input from the Board, Pier
merchants, local stakeholders, and the public.
4)Representatives from Santa Monica Pier Corporation Staff and the Santa Monica Pier Lessees
Association will be included in weekly operations meetings with City Staff and representatives of
Cirque du Soleil.
5)Cirque du Soleil will continue good faith negotiations with Pacific Park.
6)Future event bookings in Beach Lot 1 North need to black out and avoid the winter holidays
from Christmas Eve through New Year’s Day, which is a crucial time for all businesses on the Pier.
I will see you this evening!
Thanks, and all best regards,
Jim Harris | Executive Director
ITEM 5.F.
December 12, 2023
ITEM 5.F.
December 12, 2023
5.F.e
Packet Pg. 324 Attachment: Written Comments [Revision 1] (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
2
Santa Monica Pier
200 Santa Monica Pier, Suite A
Santa Monica, CA 90401
p. 310-458-4939
www.santamonicapier.org
ITEM 5.F.
December 12, 2023
ITEM 5.F.
December 12, 2023
5.F.e
Packet Pg. 325 Attachment: Written Comments [Revision 1] (6001 : Authorize the City Manager to Enter into a License Agreement with Cirque du Soleil)
Item 5-F
Cirque Du Soleil
5.F.f
Packet Pg. 326 Attachment: PowerPoint Presentation (6001 : Authorize the City Manager to Enter into a
Site rental fee $1,547,882 ($647,882 more than if only used for parking) and would directly support beach operations and maintenance. Will offset current and projected Beach Fund deficits.
Purchase of local supplies and services by Cirque for its operations, accommodations for its staff and performers.
Increase in parking revenues at other City parking lots and structures.
Increase in spending by Cirque visitors in local restaurants, hotels and other businesses, generating additional sales and transient occupancy taxes.
Cirque will provide direct payments and in-kind contributions to Pier Corp and Santa Monica Pier Lessee Association.
Cirque Du Soleil
Anticipated Economic Benefits
5.F.f
Packet Pg. 327 Attachment: PowerPoint Presentation (6001 : Authorize the City Manager to Enter into a
2010 Economic Impact Study determined Cirque’s 2009 performance was a significant
contributor to the Santa Monica economy.
Net impact to Santa Monica economy = $16.7 million.
Cirque generated additional $130K in sales and transient occupancy tax revenues to the
General Fund.
Cirque visitors spent almost $4.6 million in various outlets throughout the city of Santa
Monica between October and December 2009.
Cirque generated a net impact of $420,000 to Pier businesses, even after adjusting for
displaced sales.
2010 Economic Impact Study 5.F.f
Packet Pg. 328 Attachment: PowerPoint Presentation (6001 : Authorize the City Manager to Enter into a
Council-approved 1550 Extended Event Policy
o Extended events are permitted after Labor Day weekend and prior to Memorial Day weekend.
o Proposals to be received through a competitive bidding process.
o Applications are reviewed by a committee of City staff and representatives from the Santa
Monica Pier Corporation and Santa Monica Travel & Tourism.
o Staff and event producer are to meet with the Pier Corp Board and Pier Lessees Association
as part of the review process prior to recommending final approval to the City Council.
o Key criteria include:
Proposal for a unique cultural or entertainment experience,
demonstrates clear measurable economic benefit to the City and local businesses,
including Pier lessees,
contributes to the Beach Fund,
addresses traffic and parking impacts and minimizes environmental impacts.
5.F.f
Packet Pg. 329 Attachment: PowerPoint Presentation (6001 : Authorize the City Manager to Enter into a
June 2023, City issued and Request For Proposals (RFP) for 2023-24 and 2024-25 seasons.
Three responses received by deadline.
July–September 2023, evaluation panel reviewed and rated the proposals using the evaluation
criteria published in the RFP. Received clarification and adjustments from event producers on
aspects of proposals to ensure alignment with City’s 1550 extended-event goals.
September-November 2023, presented events to the Santa Monica Lessee Association
(SMPLA) and Pier Corp Board for feedback.
Cirque refined proposal to incorporate some but not all requests from the SMPLA.
November 2023, Council authorized negotiation of license agreements with Spirit Awards and
LA Wine & Food Festival for February 12-March 8, 2024.
December 2023, Staff is seeking Council authorization to negotiate a license agreement with
Cirque Du Soleil for October 1, 2024 - January 24, 2025.
Process and Selection 5.F.f
Packet Pg. 330 Attachment: PowerPoint Presentation (6001 : Authorize the City Manager to Enter into a
Approximately
550 public
parking spaces
remaining.
111 spaces added
5.F.f
Packet Pg. 331 Attachment: PowerPoint Presentation (6001 : Authorize the City Manager to Enter into a