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 City of Hermosa Beach --- 11-14-00
CITY OF HERMOSA BEACH STREET BANNER
FUNDRAISING PROGRAM
Recommendation Staff recommends that Council approve Attachment A as the format for the new non-profit street banner program and amend the existing banner permit application as recommended in the analysis below.
Background At the July 25, 2000, meeting, the Hermosa Beach Education Foundation proposed a fundraiser that would entail the use of City street banner poles on Pacific Coast Highway for commercial advertisement with the proceeds to benefit the Foundation. At the October 24, 2000, meeting, the City Attorney provided Council with a legal opinion regarding the proposed fundraising program. Staff was directed to return to Council with a policy recommendation for a program that would:
Attachment A provides the Council with an application form for the proposed fundraising program. Attachment B is the City’s Banner Permit application.
Analysis
Currently, Public Works crews spend several hours hanging banners for activities that take place outside of Hermosa Beach. Not only has this practice created conflicts with City programs and events; it has also been an opportunity cost for City crews whose time could be better spent in more resident-serving activities. In addition, a reduction in the overall use of banner locations in the City would create more space for the new fundraising program. This proposed change could be accomplished with a simple amendment to the Public Works banner permit application (Attachment B) that will state: Permits shall be issued only to:
B. Permit the hanging of commercial advertising banners at two locations in the City (Aviation/Prospect and PCH/1st Street. This Council action would provide 24 months worth of banner locations in the City for this fundraising program, which at the recommended quarterly reservation system would provide access for up to eight non-profit groups annually. C. Allow Hermosa Beach non-profit organizations to reserve banner space to sell banners to advertisers for the purpose of fundraising. The recommended program puts the onus on the non-profit group to solicit the advertisers and to reimburse the City for the cost of installation. In addition, permits would be issued in three-month time blocks to ensure that the fundraising efforts would be worthwhile to the non-profit organizations. In order to preserve the integrity of the program, non-profit agencies will be required to submit evidence that they are receiving at least $2,500 per month from advertisers for their services. Only charitable organizations with a 501(c)(3) designation will be considered for the program. They will also be required to pay for banner installation in advance and to provide the City with the insurance and indemnification required of all banner permitees. A concern raised by Council about the prospective program was the amount of space allotted on each banner for the advertiser versus that of the non-profit. Staff has addressed this issue by requiring that all banners dedicate at least 40% of the space occupied by printing and logos to the charity. This will ensure that the charitable intentions of the program are clear to the public. If approved, Public Works staff will process the permits administratively. After one year, staff will present the program to Council for review and consideration.
Fiscal Impact: TBD
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