Honorable Mayor and Members of the Hermosa Beach City Council
Regular Meeting of April 12, 2022
Title
APPROVAL OF THIRD AMENDMENT TO AGREEMENT
BETWEEN THE CITY OF HERMOSA BEACH AND THE
HERMOSA BEACH CHAMBER OF COMMERCE AND
VISITORS BUREAU TO PROVIDE FIESTA HERMOSAS
(Community Resources Manager Lisa Nichols)
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Recommended Action:
Recommendation
Staff recommends City Council:
1. Approve the proposed third amendment with the Hermosa Beach Chamber of Commerce and Visitors Bureau to provide Fiesta Hermosa events to allow event activities at the Community Center parking lot and on the beach on the south side of the Pier, on a trial basis, with future event activities at the Community Center parking lot and on the beach on the south side of the Pier at the sole discretion of the City; and
2. Authorize the Mayor to execute and the City Clerk to attest the third amendment subject to approval by the City Attorney (Attachment 7).
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Executive Summary:
The Fiesta Hermosa events have evolved over the last 50 years since it began in 1968 with the events currently taking place on the Memorial Day and Labor Day weekends. The City has executed successive agreements with the Hermosa Beach Chamber of Commerce and Visitors Bureau (Chamber) to produce Fiesta Hermosa with a current agreement in place for Fiesta Hermosa events through 2022.The Chamber has requested the ability to expand their event footprint and the ability to hold event activities in the Community Center parking lot and on the beach on the south side of the Pier beginning with the Fiesta Hermosa of Memorial Day 2022.
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 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 Fiesta Hermosa 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).
At its regular meeting of June 22, 2021, City Council approved a second amendment to the agreement to allow for event activities to take place Friday evening on a trial basis beginning with the Fiesta Hermosa of Labor Day 2021 (Attachment 3).
Discussion:
The Chamber made a request to hold event activities in the Community Center parking lot and on the beach on the south side of the Pier beginning with the Fiesta Hermosa of Memorial Day 2022. The use of the Community Center parking lot would be from Saturday through Monday with set-up Friday evening for the carnival, an event activity that previously took place in Parking Lot A. The use of the sand south of the Pier would be for a community concert Saturday through Monday, an event activity that previously took place on Pier Plaza.
The Chamber preliminarily met with City staff from the Police, Public Works, Community Development, and Community Resources Departments, as well as Emergency Management, to review the proposed event activities at the Community Center parking lot and on the beach on the south side of the Pier and address any concerns with the use of the additional locations. Additionally, the Chamber met with the Arts Group of Hermosa Beach and the Community Resources Department to address any concerns regarding parking impacts to the Arts Group of Hermosa Beach’s event, the Fine Arts Festival, which takes place on the Community Center lawn.
The Community Center parking lot and the beach on the south side of the Pier have not been used for any Fiesta Hermosa related event activities under the terms of the current agreement. The proposed amendment would allow for use of the Community Center parking lot and the beach on the south side of the Pier on a trial basis for the Memorial Day 2022 event. If approved, the City shall have sole discretion to deny subsequent requests for use of these locations after the Memorial Day 2022 initial trial. All other terms and conditions would remain as stated in the original agreement. Included as Attachment 7 is the proposed third amendment with the Chamber to provide Fiesta Hermosa events.
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.
Policy:
• 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 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 would be based on the terms included in the original agreement. 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 and Visitors Bureau
2. First Amendment to Agreement
3. Second Amendment to Agreement
4. Link to February 12, 2019 City Council Staff Report
5. Link to May 13, 2021 City Council Staff Report
6. Link to June 22, 2021 City Council Staff Report
7. Third Amendment to Agreement
Respectfully Submitted by: Lisa Nichols, Community Resources Manager
Concur: Angela Crespi, Deputy City Manager
Noted for Fiscal Impact: Viki Copeland, Finance Director
Legal Review: Mike Jenkins, City Attorney
Approved: Suja Lowenthal, City Manager