Honorable Mayor and Members of the Hermosa Beach City Council
Regular Meeting of June 22, 2021
Title
APPROVAL OF SECOND AMENDMENT TO AGREEMENT
BETWEEN THE CITY OF HERMOSA BEACH AND THE
HERMOSA BEACH CHAMBER OF COMMERCE TO
PROVIDE FIESTAS HERMOSA
(Deputy City Manager Angela Crespi)
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Recommended Action:
Recommendation
Staff recommends City Council:
1. Approve the proposed second amendment to an agreement with the Hermosa Beach Chamber of Commerce to provide Fiesta Hermosa events to allow event activities on Friday evening of Labor Day 2021, on a trial basis, with future Friday evening activities at the sole discretion of the City; and
2. Authorize the Mayor to execute and the City Clerk to attest the attached second amendment subject to approval by the City Attorney (Attachment 3).
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Background:
Fiesta de las Artes began in 1968 as a one-day Labor Day event on what is now Pier Plaza. This event has evolved over the last 50 years to a bi-annual event held on Saturday, Sunday, and Monday of each Memorial Day and Labor Day weekend. Since 1972, the City has executed successive agreements with the Chamber of Commerce (Chamber) to produce Fiesta Hermosa.
At its regular meeting on February 12, 2019, City Council approved a three-year agreement with the Chamber of Commerce to provide Fiesta Hermosa events through 2021 (Attachment 1). As a result of the COVID-19 pandemic, the Fiestas of Memorial Day 2020, Labor Day 2020, and Memorial Day 2021 were cancelled. At its regular meeting on May 13, 2021, City Council approved the first amendment extending the agreement by one year to the end of 2022 (Attachment 2).
As the Chamber of Commerce prepares for the Fiesta Hermosa event of Labor Day 2021, it requests the proposed second amendment to allow event activities to take place Friday evening on a trial basis (Attachment 3).
Past Council Actions
Discussion:
The Hermosa Beach Chamber of Commerce is preparing to offer the first Fiesta Hermosa event since cancellation of the Fiestas of Memorial Day 2020, Labor Day 2020, and Memorial Day 2021. Per the terms of the agreement, the Chamber of Commerce President has met with City staff to discuss the proposed event and modifications including: virtual elements; a revised layout to reduce impact on operating businesses; local business promotion; increased focus on arts and entertainment; and modifications to observe health and safety protocols.
The Chamber of Commerce has also requested the ability to hold event activities on Friday evening, on a trial basis, for the upcoming Labor Day 2021 event. The proposed Friday activities would be limited to evening hours only and would maintain a local focus. The evening would include a welcome back presentation by local leaders; feature local food and beverage establishments only; limit advertisement to the Hermosa Beach community; and maintain a family friendly atmosphere.
The current agreement terms limit event activities to Saturday, Sunday, and Monday of Memorial Day and Labor Day weekends. The proposed amendment would allow Friday evening activities on a trial basis for the Labor Day 2021 event. If approved, the City shall have sole discretion to deny subsequent requests for Friday event activities after the Labor Day 2021 initial trial. All other terms and conditions would remain as stated in the original agreement. Included as Attachment 3 is the proposed second amendment to the agreement with the Chamber to provide Fiesta Hermosa events.
City staff and the Chamber of Commerce continue to be mindful of community interest in exploring ways to ensure a local art and business focus in future Fiesta Hermosa events. The proposed amendment would allow a locally focused night of activities and determine local interest for future events. At its regular meeting on December 17, 2019, City Council retired the Fiesta Hermosa Subcommittee. If so desired, Council could re-engage this Subcommittee in anticipation of contract expiration in 2022.
General Plan Consistency:
This report and associated recommendation have been evaluated for their consistency with the City’s General Plan. Relevant Policies are listed below:
Governance Element
Goal 1. A high degree of transparency and integrity in the decision-making process.
Policies:
• 1.6 Long-term considerations. Prioritize decisions that provide long-term community benefit and discourage decisions that provide short-term community benefit but reduce long-term opportunities.
Parks and Open Space Element
Goal 3. Community parks and facilities encourage social activity and interaction.
Policies:
• 3.1 Community-friendly events. Encourage, permit, and support community group, nonprofit, or business organized events on City property that support physical activity, beach culture, and family-friendly social interactions.
• 3.2 Social and cultural events. Design and program parks and open space to accommodate unique social and cultural events to foster connectedness and interaction.
Fiscal Impact:
Event fees for 2021 and 2022 would include direct costs associated with the necessary use of staff and other City resources based on details of each proposed event and a flat fee per vendor in lieu of individual vendors obtaining business licenses. Event revenue for 2021 and 2022 would be based on the terms included in the original agreement, but may be lower than previous years if the event scale is reduced. The City will reimburse the Chamber for costs associated with the shuttle bus program at a not-to-exceed amount of $35,000 from Proposition A funds.
Attachments:
1. Agreement with the Hermosa Beach Chamber of Commerce
2. First Amendment to Agreement
3. Second Amendment to Agreement
Respectfully Submitted by: Angela Crespi, Deputy City Manager
Noted for Fiscal Impact: Viki Copeland, Finance Director
Legal Review: Mike Jenkins, City Attorney
Approved: Suja Lowenthal, City Manager