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AGENDA REPORT

Meeting Date: June 29, 2017

Item Number: E—6

To: Honorable Mayor & City Council

From: Huma Ahmed, Community Outreach Manager’T’

Subject: AN AGREEMENT BY AND BETWEEN THE CITY OF BEVERLY HILLSAND RODEO DRIVE, INC. FOR FISCAL YEAR 2017-2018MARKETING AND SPECIAL EVENTS; AND

APPROVAL OF A PURCHASE ORDER IN A NOT-TO-EXCEEDAMOUNT OF $1,500,000 TO RODEO DRIVE, INC. FOR THESESERVICES

Attachments: 1. Agreement

RECOMMENDATION

Staff recommends that the City Council approve an agreement between the City ofBeverly Hills and Rodeo Drive, Inc. for Fiscal Year 2017-18 marketing and specialevents and approve a purchase order in a not-to-exceed amount of $1,500,000 for theseservices.

INTRODUCTION

This item requests City Council approve an agreement with Rodeo Drive, Inc. for$1,500,000 for marketing and special events for Fiscal Year 2017-2018.

The Rodeo Drive Committee (“RDC”) is comprised of approximately 70 retailers, hotelsand property owners. Founded in 1972, the RDC promotes Rodeo Drive through avariety of programs, which enhance the street’s image as a world-class destination.

DISCUSSION

In previous years, the RDC has received City support to conduct marketing and eventson behalf of its retailers, hotels and property owners to promote tourism and visitorspending on Rodeo Drive. Funding for these purposes has been provided from the City’sTourism and Marketing Budget. This includes programs such as the annual holidaydecor and lighting and the City’s B.O.L.D. (Businesses Open Later Days) initiative.

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Meeting Date: June 29, 2017

On June 19, 2017, the CVB/Marketing Liaison Committee (Mayor Lili Bosse andCouncilmember Bob Wunderlich) met with RDC representatives to review their proposedFiscal Year 2017-18 work plan and funding request. The Committee recommendedapproval of the RDC’s work plan and corresponding funding request of $1,500,000 forFiscal Year 2017-18. This proposal will be presented at the June 29, 2017, City CouncilStudy Session. This funding will support enhanced special events programming throughthis summer’s B.O.LD. initiative, continuing into the holidays and providing fresh andrebranded content for the fiscal year.

The Rodeo Drive Concours d’Elegance program is not included in this proposal. Thisevent will be reviewed by the City Council Liaison Rodeo Drive/Special Events/HolidayCommittee with a report and funding request to be provided at a future City Councilmeeting.

FISCAL IMPACT

For Fiscal Year 2017-18, the City’s Administrative Services Department/Financeestimates $44,100,000 in Transient Occupancy Tax (TOT) revenue, which may result ina Tourism and Marketing budget of $6,421,326.

The proposed contract includes a consideration of $1,500,000 for programming duringFiscal Year 2017-18. This amount is budgeted in the Tourism and Marketing Programaccount #0101311 which is shared with the Beverly Hills Conference Visitors Bureauand the City’s Holiday Program.

ChavezApproved By

Council will be advised if agreement is not

signed by Thursday, June 29, 2017.

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Attachment 1

AN AGREEMENT BY AND BETWEEN THE CITY OFBEVERLY HILLS AND RODEO DRIVE, INC. FOR FISCALYEAR 2017-20 18 MARKETING AND SPECIAL EVENTS

RECITALS

A. Rodeo Drive Inc. (“RDI”) is a business organization located in the City of BeverlyHills (“City”) that has experience conducting or participating in the development of marketing andspecial events for the benefit of City.

B. City desires to engage RDI for marketing and special events for the benefit of RodeoDrive and the City.

C. Section 37110 of the California Government Code authorizes the expenditure ofmonies for promotion.

NOW, THEREFORE, in consideration of the mutual covenants of the parties hereto, it isagreed as follows:

Section 1. Scope of Work and Authorization of funding. RDI shall provide theservices (both personnel and deliverables) necessary to produce programs, events and initiatives(“Programs”) during Fiscal Year 2017-2018 (July 1, 2017 through June 30, 2018) for the promotionof the City and Rodeo Drive as set forth in Exhibit A, “Scope of Work, Payment and BudgetEstimate” attached hereto and incorporated herein.

Section 2. Payments.

(a) City shall provide funding in the amount of $1,500,000 to be used by RDI forthe Programs and services, as set forth in Exhibit A, to be held during fiscal Year 2017-2018. Thefunds shall be utilized and serve as compensation (including but not limited to overhead, third partycosts, etc.) for RDI’s implementation of the Scope of Work. In no case shall RDI request that Citystaff undertake any of the activities set forth in Exhibit A. Upon request by the City Manager or hisdesignee, RDI will produce documentation (e.g., invoices) to establish that it has fulfilled itsforegoing commitment to the City’s satisfaction.

(b) RDI may reallocate funding for individual events and initiatives as set forthin the Scope of Work in Exhibit A. However, RDI may only reallocate up to $25,000 from oneevent or initiative to another. Reallocations over $25,000 require City Council Beverly Hills RodeoDrive/Special Events/Holiday Program Committee approval.

(c) RDI may submit a written invoice for the funding described above inparagraph (b) at least 30 days prior to the date of the respective Programs to the City Manager or hisdesignee. Upon approval of invoice by City, payment shall be made to RDI within 30 to 45 days ofreceipt of said invoice. If the requirements for funding set forth in Exhibit A with respect to thePrograms are not achieved by RDI to the City’s reasonable satisfaction, then within a reasonableperiod following RDI’s receipt of City’s written notice of such dissatisfaction, RDI shall reimbursethe City any monies provided to RDI for RDI’s production of any of the Programs, as applicable.This provision shall survive termination of this Agreement and/or distribution of all fundinghereunder.

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Section 3. Reports.

(a) RDI shall submit an annual report to the City, which shall be in a form andcontent acceptable to the City Manager or his designee. The report shall include, without limitation,information regarding its achievement of the items in the Scope of Services as set forth in ExhibitA.

(b) With reasonable notice from City, RDI shall provide to City copies of anyand all work product, documents reports, property and books produced by RDI in fulfillment of thisAgreement (“Documents”). This shall be solely for the purpose of confirming and evaluating theexecution of the programs described in this Agreement and shall not include records and documentsunrelated to the execution of such programs (e.g., personnel records). RDI’s obligation to maintainsuch Documents shall continue for three years after the termination of this Agreement.

(c) RDI shall establish and maintain an accounting system in accordance withgenerally accepted accounting principles and standards. The system shall detail all costs chargeableto City under this Agreement and shall substantiate all such costs, and comply with any applicableState and federal standards.

(d) RDI shall endeavor to develop, in consultation with City, a budget for each ofthe Programs. Implementation of a program-based budget is not intended to affect the requirementsoutlined in paragraph (c) of this Section relating to generally accepted accounting principles.

Section 4. Ownership of Work Product.

(a) Unless otherwise agreed upon in writing, all reports, documents, or otherwritten or visual material or any other material in any media, including any images, taglines, logos,or other media created or developed by RDI or any third party contracted by the RDI, in theperformance of this Agreement, whether or not paid in whole or in part by the funding provided bythis Agreement (“Work Product”), shall be and remain the property of City without restriction orlimitation upon its use or dissemination by City. All Work Product shall be considered to be“works made for hire”, and all such Work Product and any and all intellectual property rightsarising from their creation, including, but not limited to, all copyrights, trademarks and otherproprietary rights, shall be and remain the property of City without restriction or limitation upontheir use, duplication or dissemination by City. RDI shall not obtain or attempt to obtain copyrightprotection as to any of the Work Products.

(b) RDI hereby irrevocably assigns exclusively to City, all right, title and interestin such trademarks and/or copyrights or other intellectual property rights in the Work Products. RDIshall take all acts requested by the City in order to enforce City’s rights under this Section.

(c) RDI shall not retain ownership of or any right, title or interest in any of theWork Products, including, but not limited to, in any related trademarks, copyrights, or otherproprietary rights. The City and RDI agree that the Work Product and all such rights, title andinterest in or to the Work Products belong to and are being sold and assigned in their entirety to Cityfor whatever use it desires, and that City does and shall at all times own, solely and exclusively,complete and unencumbered, all right, title and interest in and to all of the Work Productworldwide, any modifications thereto and any derivative works based thereon (including, but notlimited to, all patent, copyright, trademark, service mark and trade secret rights). Nothing contained

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herein shall be deemed to constitute a mere license or franchise in City. The parties further agreethat City will be free to use, modify, distribute, sell, license or otherwise exploit all such WorkProducts and any modifications to or derivative works based thereon without any restrictions orlimitations or any obligations or payments to RDI and that RDI shall have no such rights.

(d) from time to time the RDI will engage photographers to take photographs orwill purchase images for use in RDI’s marketing campaigns, collateral or other uses. As to thosethird party photographs or images whereby the RDI negotiates to purchase not only the photographor image but also the copyright or other intellectual property rights with the monies providedhereunder for the Walk of Style® program, the provisions of this Section 4 will apply. As to thosethird party photographs or images whereby the RDI negotiates to purchase only the use of thephotograph or image and the copyright is maintained with the photographer, the provisions of thisSection 4 will not apply.

(e) The City recognizes that the phrase “Walk of Style” is a registered servicemark owned by RDI and/or other third parties and as such, the City has no right to the ownership ofsuch intellectual property. Accordingly, as to those uses whereby the Work Product is the Walk ofStyle service mark, the provisions of this Section 4 will not apply.

(f) This section shall survive termination of this Agreement.

Section 5. Banners. RDI may, on behalf of and at the sole discretion of City, usethe funds to produce, purchase, install and de-install light pole banners or other displays in thepublic-right-of-way. All such light pole banners shall comply with the City’s adopted BannerPolicy, copies of which are available from the Office of Communications and Marketing, and shallbe approved in writing in advance by the City Manager or his designee prior to installation. Cityshall have sole discretion over the design, placement, and duration of display and shall retainownership of all banners funded under this Agreement.

Section 6. Assignment. This Agreement shall not be assigned by RDI withoutthe written consent of City.

Section 7. Independent Contractor. At all times during the term of thisAgreement RDI shall be an independent contractor and RDI, and their officers, employees andagents shall not be employees of City.

Section 8. Term. This Agreement shall remain in full force and effect from July1, 2016 until June 30, 2017, unless terminated earlier as provided in Section 9 of this Agreement.

Section 9. Termination of Agreement. City may terminate this Agreement early,at any time, with or without cause, upon thirty (30) days prior written notice to RDI. In the event ofsuch termination, City shall pay RDI for all costs and obligations reasonably incurred by RDI inperforming its services under this Agreement prior to the date of the termination notice. Anypayments made to RDI shall be in full satisfaction of City’s obligations hereunder and in no eventshall any payment made by the City exceed $1,500,000. City shall not be obligated to payadditional funds for any aspect or part of any of the Programs or such other events and initiativeswith respect to which RDI makes a commitment after the issuance of such notice.

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Section 10. Notice. Whenever it shall be necessary for any party to serve noticeon another respecting this Agreement, such notice shall be served by certified mail addressed to theCity Clerk of the City of Beverly Hills, 455 North Rexford Drive, Beverly Hills, California 90210,or to Rodeo Drive Inc., P.O. Box 853, Beverly Hills, California 90212, unless and until a differentaddress may be furnished in writing by any party, and such notice shall be deemed to have beenserved within seventy-two (72) hours after the same has been deposited in the United States PostOffice by certified mail. This shall be valid and sufficient service of notice for all purposes.

Section 11. Indemnification and Insurance.

(a) RDI agrees to indemnify, hold harmless and defend City, its City Council andeach member thereof and every officer and employee of City from any and all claims, liability orfinancial loss resulting from any suits, claims, losses or actions, and from all cost and expenses oflitigation, brought against City, its City Council and each member thereof and any officer oremployee of City which results directly or indirectly from the actions or omissions of RDI or theirofficers, employees, agents or others employed by RDI in the conduct of the projects funded by thisAgreement.

(b) RDI shall at all times during the term of this Agreement carry, maintain, andkeep in full force and effect, a policy or policies of Comprehensive General Liability Insurance withminimum limits of Two Million Dollars ($2,000,000) for each occurrence, combined single limit,against any personal injury, death, loss or damage resulting from the wrongful or negligent acts byRDI.

(c) RDI shall at all times during the term of this Agreement carry, maintain, andkeep in full force and effect, a policy or policies of Comprehensive Vehicle Liability insurancecovering personal injury and property damage, with minimum limits of One Million Dollars($1,000,000) per occurrence combined single limit, covering any vehicle utilized by Contractor inperforming the services required by this Agreement.

(d) RDI agrees to maintain in force at all times during the performance of workunder this Agreement workers’ compensation and employer’s liability insurance as required by law.

(e) RDI shall require each of its sub-consultants or sub-contractors engaged bythe RDI for event management or other activities that require a City special event permit tomaintain insurance coverage which meets all of the requirements of this Agreement unlessotherwise determined by the City’s Risk Manager. Prior to an event, RDI shall inform the City’sRisk Manager in writing of said event to determine the level of insurance coverage, if any, required.

(f) The policy or policies required by this Agreement shall be issued by aninsurer admitted in the State of California and with a rating of at least a B+;VII in the latest editionof Best’s Insurance Guide.

(g) If RDI fails to keep the aforesaid insurance in full force and effect, City shallnotify RDI that it is in breach of the Agreement and RDI has three (3) days to cure such breach. Ifsuch breach is not cured by RDI as required in this paragraph, City may terminate the Agreementor, if insurance is available at a reasonable cost, City may take out the necessary insurance and pay,at RDI’s expense, the premium thereon.

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(h) At all times during the term of this Agreement, RDI shall maintain on filewith the City Clerk a certificate or certificates of insurance on the form required by the City,showing that the aforesaid policies are in effect in the required amounts. RDI shall, prior tocommencement of work under this Agreement, file with the City Clerk such certificate orcertificates. The policies of insurance required by this Agreement shall contain an endorsementnaming the City as an additional insured. All of the policies required under this Agreement shallcontain an endorsement providing that the policies cannot be canceled or reduced except on thirty(30) days prior written notice to the City, and specifically stating that the coverage contained in thepolicies affords insurance pursuant to the terms and conditions as set forth in this Agreement.

(i) The insurance provided by RDI shall be primary to any coverage available toCity. The policies of insurance required by this Agreement shall include provisions for waiver ofsubrogation.

U) Any deductibles or self-insured retentions must be declared to and approvedby City prior to commencing work under this Agreement.

Section 12. Extent of Agreement This Agreement represents the entire andintegrated Agreement between the parties on the matters included herein and supersedes any and allprior negotiations, representations or agreements, either written or oral. This Agreement may beamended only by written instrument signed by all parties to the Agreement.

Section 13. City Not Obligated to Third Parties. The City shall not be obligatedor liable under this Agreement to any party other than the RDI.

Section 14. Severability. Invalidation of any provision contained herein or theapplication thereof to any person or entity by judgment or court order shall in no way affect any ofthe other covenants, conditions, restrictions, or provisions hereof, or the application thereof to anyother person or entity, and the same shall remain in full force and effect.

Section 15. Execution in Counterparts. This Agreement may be executed inseveral counterparts, each of which shall be an original and all of which shall constitute but one andthe same agreement.

IN WITNESS WHEREOF, the parties hereto have executed this Agreement the

____

day of

_____________________

2017, at Beverly Hills, California.

CITY Of BEVERLY HILLSa Municipal Corporation

LILT BOSSEMayor of the City of Beverly Hills, California

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ATTEST:

__________________________

(SEAL)BYRON POPECity Clerk

RODEO DRIVE, INC.

MARK TRONSTEINPresident

NICOLA CAGLIATAVice President

APPROVED AS TO FORM: APPROVED AS TO CONTENT:

LAURENCE S. WIENER MAHDI ALUZRJCity Attorney City Manager

SHARON L’HEUREUX DRESSELInterim Risk Manager

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EXHIBIT A

SCOPE OF WORK, PAYMENT AND BUDGET ESTIMATE

PAYMENT: City shall provide funding in the amount of One Million, Five Hundred ThousandDollars ($1,500,000)

RDC Budget FY 2017 - 2018

Holiday_Decor

Decor $200,000.00

Holiday Decor Sub-Total $200,000.00

Holiday_Lighting_Celebration

Holiday Lighting Ceremony $225,000.00

Holiday Talent $150,000.00

Holiday Fireworks $30,000.00

Holiday Lighting Celebration Sub-Total $405,000.00

Runway to_Rodeo__Walk of Style

Event Costs $252,498.00

Carry Over Funds from 2017 WOS $(97,498.00)

Runway to Rodeo Sub-Total $155,000.00

General_Marketing_&_Expenses

Advertising & Media Buys $ 55,000.00

Analytical Services $15,000.00

Med ia/Press Gathering $10,000.00

RDC & City Meeting Collateral $ 2,400.00

Holiday Decor Storage / Transport $ 8,000.00

General Marketing Sub-Total $90,400.00

B.O.LD._Marketing

B.O.L.D. Holiday - Incentivized Shopping & Social Media Contest $40,000.00

Additional BOLD Programming Allocation $150,000.00

B.O.L.D. Sub-Total $ 190,000.00

Digital Marketing

Digital Marketing Management Fee $60,000.00

Content Creation ($2,500/month) $30,000.00

Influencer Gatherings $10,000.00

Digital Media Partnerships $75,000.00

Digital Marketing Sub-Total $175,000.00

Website

Ongoing Website Maintenance & Updates $15,000.00

Website Sub-Total $15,000.00

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Interactive Photo Activation“Floral” Interactive Photo Activation - 0.3 2017 $45,000.00

“Holiday” Interactive Photo Activation - 0.4 2017 $45,000.00

“Awards Season” Interactive Photo Activation - 0.1 2018 $45,000.00

“Spring” Interactive Photo Activation - 0.2 2018 $45,000.00

Security 0.3 - 2017 ($25/hr * 16 hour/day * 56 days) $22,400.00

Security 0.4 - 2017 ($25/hr * 16 hour/day * 56 days) $22,400.00

Security 0.1 - 2018 ($25/hr * 16 hour/day * 56 days) $22,400.00

Security 0.2 - 2018 ($25/hr * 16 hour/day * 56 days) $22,400.00

Interactive Photo Activation Sub-Total $ 180,000.00

Security Sub-Total $ 89,600.00Interactive Photo Activation $ 269,600.00

PROPOSED 2017-18 RDC BUDGET $ 1,500,000.00

SCOPE Of WORK AND BUDGET ESTIMATE:

HOLIDAY DECOR

• The Holiday Decor will be displayed for six weeks from November 2017 to January 201$on Rodeo Drive between Wilshire and North Santa Monica. The actual dates shall beconfirmed with the City Council Beverly Hills Rodeo Drive/Special Events/HolidayProgram Committee (the “Committee”) prior to installation.

• Any decor that is a permanent purchase that is funded with City money shall become theproperty of the City unless fully funded by the RDI.

• RDI shall use its best efforts to develop a process to obtain data and metrics for the eventand provide detailed information regarding the City’s return-on-investment to City. Suchmetrics shall include but are not limited to measuring and analyzing year over year visitortraffic and dollars spent, receiving and analyzing partner feedback; measuring andanalyzing marketing efforts, where possible. RDI may reallocate funds as neededbetween the Holiday Decor and Holiday Lighting Ceremony budgets provideddeliverables for both programs are satisfied and does not exceed $25,000.

• RDI shall undertake the following activities:

o Obtain approval from the City Manager or his designee for the design of the decorprior to ordering. The Committee may also approve the design at a meeting. Approvalwill be obtained with plenty of time for the decor to be constructed, delivered andinstalled no later than the start date identified by the Committee.

o Create tasteful decor that will garner media attention for the Holiday Season.

o Pursue additional income and in-kind streams to offset costs and expand program.

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o Include Holiday Decor on Rodeo Drive website. Work with City and CVB to furtherpromote event and provide up-to-date information to visitors and residents interestedin attending.

o Create promotional campaign that may include local advertising, collateral, publicityand online elements that can be used by retailers to promote customer attendance.

o Work with Rodeo Drive retailers to develop holiday decor that they envision.

Minimum Specifications for Holiday Decor elements on Rodeo Drive

The Holiday Decor Elements provided by RDI shall comply with the followingspecifications:

o All Holiday Decor Elements shall be manufactured and installed so as not to create anunsafe condition on the public streets or public right of way. All Holiday DecorElements shall also be manufactured to meet all applicable laws and regulationsregarding the construction of such decorations. Specifically, but not by way oflimitation, such decorations shall be manufactured and installed to withstand rain,wind gusts and other inclement weather when possible and shall be located andinstalled in such a manner as to avoid, to the greatest extent feasible, vandalism andthefl.

o With respect to Holiday Decor Elements that require the installation of electricalcomponents, the provision of wiring for electrical components or the provision ofwiring for power distribution, such electrical components, wiring and/or powerdistribution shall be installed in accordance with the California Electrical Code andthe Beverly Hills Municipal Code. Additionally, where power distribution isrequired, RDI shall provide an outlet for each electrical or component element. TheCity shall waive all permit fees usually required for installation of wiring and/orelectrical components.

o Fabrication of Holiday Decor Elements shall be performed in accordance with bestindustry practices and techniques and designed for outdoor use. Electricalcomponents shall be of high quality, designed for outdoor use and shall conform to allapplicable electrical codes and standards. All fabricated Holiday Decor Elementsshall be warranted by the manufacturer for defects in materials and workmanshiphowever RDI cannot be responsible for damages from vandalism or extreme weatherthat may occur.

o All installations shall be performed in a workmanlike manner according to acceptedindustry practices. All lighting and electrical work shall conform to all applicableelectrical codes and best practices.

o Throughout the display period, which will be identified by the Committee, RDI shalloversee maintenance of all Holiday Decor Elements and shall make all necessaryrepairs or replacements within 24 hours of identification or notification of any

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problems. Emergency response conditions, which in the opinion of the City’sResponsible Principal present a hazard to public welfare and safety, shall beaddressed by RDI within four hours of notification to RDI at no charge to the City.RDI shall repair damage caused by vandalism to the Holiday Decor Elements whenrequested by City within twenty-four hours of notification to RDI. RDI shall supplyCity with quotes for such work if requested by the City Manager or his designee. AllHoliday Decor Elements shall be completed, installed, tested, and fully operational bythe start date identified by the Committee.

o RDI shall remove and disassemble all Holiday Decor Elements by the end dateidentified by the Committee. RDI shall provide all transportation of the HolidayDecor Elements to a storage location chosen by RDI.

o As the City may desire to contract with RDI to use the Holiday Decor Elements forthe 2018 and 2019 holiday season, the Holiday Decor Elements that can be stored andare available for re-use in an appropriate manner such that no damage results fromstorage based on space availability by City. RDI shall exercise all reasonable care inthe handling and storage of the Holiday Decor Elements.

o RDI shall take all reasonable steps necessary to ensure the safety of its employees, ofany subcontractors, and City employees and to protect City property from damage.Any safety hazards discovered by RDI or its subcontractors during the course of workshall be reported immediately to the City’s Representative. RDI and itssubcontractors shall comply with all applicable OSHA or other safety-related lawsand regulations in the performance of this Agreement including the installation andremoval of the Holiday Decor Elements.

Description Budget EstimateHoliday Decor $200,000.00

Estimated Total 200,000.00

HOLIDAY LIGHTING CELEBRATION

A. Description of Program and General Services

1. RDI shall, at the request of City, provide all design, development, technical andartistic direction, program and contract management, liaison and general programoversight necessary to create, produce and execute a comprehensive holiday lightingcelebration (the ‘Program”) on Rodeo Drive as described herein.

2. Services provided by RDI include all materials, labor, supplies, equipment, tools,transportation and other items necessary for installation and execution of theProgram.

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3. The implementation of the Program shall be conducted in the following projectphases: design, fabrication, installation, maintenance, removal and storage.

B. Project Management

This scope of work requires that RDI oversee the design, fabrication and installation ofthe various elements of the Program, including maintenance and removal. Accordingly,RDI shall provide overall project management for the implementation of the Program.Project management includes, but is not limited to:

1. Coordinate and oversee all phases of the project: design, fabrication, installation,removal and storage.

2. Coordinate and oversee personnel, artistic and technical, for the duration of theProgram as described in this Exhibit A.

3. Coordinate with City’s representatives for the duration of the Program.

4. RDI shall ensure to the greatest extent possible that the use of power is minimizedand LED is utilized or such other projects and materials designed for efficiency andlongevity.

5. RDI shall submit to City the design of the Program which shall be approved by theCity Manager and/or his designee prior to their fabrication or approval may beobtained by the Committee.

C. Budget Estimates

Element Budget Estimate

Holiday Lighting Ceremony $225,000.00Holiday Talent $150,000.00Holiday fireworks $30,000.00

Estimated Total $405,000.00

RUNWAY TO RODEO I WALK OF STYLE®

RDI shall use its best efforts to develop a process to obtain data and metrics for theRunway to Rodeo Rodeo Drive Walk of Style® Event and provide detailed informationregarding the City’s return-on-investment to City. Such metrics shall include but are notlimited to measuring and analyzing year over year visitor traffic and dollars spent,receiving and analyzing partner feedback; measuring and analyzing marketing efforts,etc.

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RDI shall undertake the following activities:

o Create a “Runway to Retail” experience for Rodeo Drive members toshowcase three to five looks available immediately in-store following anexclusive fashion show on Rodeo Drive

o Create a Rodeo Drive front Row Experience (Rodeo Drive members onlyevent)

o Exclusive invites to VIPS, Digital Influencers and fashion Press

o VIP seating and public seating shall be made available as mutually agreed bythe RDI and the Committee. Public seating shall be free.

o Curated list of digital influencers to promote and attend the event.

o Explore creating partnerships with C Magazine for media, FIDM or OtisCollege of Art & Design to promote young designers.

o Target local and international media outlets pre, during and post eventoutreach including but not limited to: C Magazine, Variety, The HollywoodReporter, and PeopleSytleWatch.

o Explore creating event specific street pole banner designs.

o Execute specialized publicity and online digital programs in conjunction withthe event.

o Pursue additional income streams to offset and expand program.

o Continue tourism outreach to expand media coverage to help build theRunway to Rodeo I Walk of Style® as a destination point.

o Continue outreach to potential honorees.

o Continue development of marketing materials for potential sponsors andhonorees. Capitalize on the momentum of the program and its highlypublicized events to market the Award to potential sponsors and honorees as ahighly coveted and prestigious honor within the fashion industry.

Event Component Budget EstimateEvent Costs $252,498.00Carry Over funds from 2017 WOS $(97,498.00)Estimated Total $155,000.00

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GENERAL MARKETING INITIATIVES - $90,400

RDI shall develop advertising and publishing promotions to promote brands on Rodeo

Advertising Budget EstimateAdvertising & Media Buys $ 55,000.00Analytical Services $15,000.00Media/Press Gathering $10,000.00RDC & City Meeting Collateral $ 2,400.00Holiday Decor Storage / Transport $ 8,000.00

General Marketing Sub-Total $90,400.00

3.O.L.D. Marketing — $190,000

RDI shall develop additional B.O.L.D. marketing programs during the holiday season.Retailers will stay open later Thursdays through Saturdays with the RDI providing street wideprogramming. Final ideas will require approval of the Committee. Ideas currently consist of:

o Hot Beverage/Hot Chocolate Carto Acapella Singers & Dancerso Holiday Beauty Mobileo LA luxury digital influencers

Description Budget EstimateA B.O.L.D. Holiday - Incentivized Shopping & Social Media Contest $40,000.00Additional BOLD Programming Allocation $150,000.00

Estimated Total $190,000.00

DIGITAL MARKETING - $175,000

RDI shall create a social media marketing platform with content and strategies including,but not limited to:

• Partner with social media influences and celebrities to create co-branded contentand engagement to reach domestic and international audiences.

• Engage with notable photographers and architects with work on Rodeo Drive.

• Highlight Rodeo Drive’s “must have” offerings, particularly those available#OnlyOnRodeo.

• Photography from in-store events on Rodeo Drive, featuring chic, notable guestsand events presented by the Rodeo Drive Committee.

• Re-posts from social media influencers and news outlets featuring Rodeo Drive.

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Drive.

. Showcase iconic images of Rodeo Drive, both contemporary and historic.

Description Budget EstimateDigital Marketing Management fee $60,000.00Content Creation ($2,5 00/month) $30,000.00Influencer Gatherings $10,000.00Digital Media Partnerships $75,000.00

Estimate Total $175,000.00

RODEO DRIVE WEBSITE - $15,000

RDI shall utilize $15,000 funding allocation to maintain the existing Rodeo Drivewebsite and include marketing, event microsites, social media, and search engine optimizationwith goal to enhance Rodeo Drive’s visibility and bring more international visitors to RodeoDrive.

Description Budget EstimateOngoing Website Maintenance & Updates $15,000.00

Estimated Total $15,000.00

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