1997 COMMERCIAL EVENT APPLICATIONS

Recommendation

It is recommended by the Parks, Recreation and Community Resources Commission and staff that Council approve the slate of special events as listed below and authorize the Mayor to sign the attached contracts.

1. West Coast Artists - Art Festival June 28-29
2. CE Sports - 4-Person Volleyball Tournament July 12-13
3. AVP - U. S. Championships July 25-27
4. WPVA - Evian Women's Pro Volleyball Aug. 9-10
5. Event Productions, Inc. - Cuervo Gold Volleyball Tour Aug. 23-24
6. MESP - Sprint Triathlon and Festival Oct. 12

Background

The City has received six (6) applications for commercial events, four (4) exclusively on the beach, one with limited beach use (Triathlon) and one on the Community Center lawn. The applicants have paid the City a $500 deposit each as required by the special event policy.

Attachment A provides the Council with a grid that identifies: (a) years with the City (b) proposed event dates, and (c) projected City fees and (d) a parking plan for each event, while Attachment B includes: (a) a description for each proposed event, (b) event applications, (c) site maps, and (d) event contracts.

The Parks Recreation and Community Resources Commission reviewed and approved the slate of events at their February 19, 1997 meeting.

Analysis

The attached contracts and policies have been developed by the City from several years of experience in staging commercial events. The City and event operators have worked together through the years in order to consider the needs of residents and to account for potential opportunities for local businesses in the assembly and conduct of these events.

Not only have special events provided local residents and visitors with an opportunity to enjoy world class sporting and cultural events but they have also given the downtown area commerce and media exposure as a result of their existence here.

As Council is well aware, there have been concerns expressed by some residents with regards to the issue of charging admission for beach events. Clearly this issue only has relevance to the AVP application as they remain the only event requesting approval for admission fees. To that end, it is important to identify that they are proposing to eliminate the fence that surrounded the event in 1996 in favor of a less obtrusive stadium set-up (see site plan). In addition, in order to ensure that Hermosans have more direct involvement with the tournament, the AVP has proposed a number of community outreach programs including: (a) a junior tournament, (b) a youth volleyball clinic (Hermosa Beach youth have priority), (c) free admission to clinic participants, and (d) a cooperative event with lower Pier Avenue merchants.

It is also noteworthy that Coastal Commission approval is required for the AVP event prior to final authorization by the City. Per Coastal Commission policy, this event would be the only City event subject to a Coastal permit. This is due to the fact that they propose to charge admission for the event and that it is scheduled during the summer season (see Attachment C).

In addition, there have been concerns expressed to Council about the exclusive use of the public beach for commercial events. The largest beach event of the summer (AVP) uses less than 2 acres or 4% of the City's 50 acre beach. This means that 96% of the beach space remains open and available for other recreational uses.

Beach volleyball tournaments and special events have long been part of the summer culture in Hermosa Beach. The City has been fortunate to work in partnership with the competent event operators through these years in order to ensure that these events are safe and successful to the betterment of the City, the business community and residents who enjoy these activities.

Fiscal Impact: $85,818.88 To the General Fund

$20,566.46 Direct Costs and City Overhead Charges