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SUNSET STRIP BUSINESS IMPROVEMENT DISTRICT

Annual Report 2014/15 Program of Work 2015/16

ATTACHMENT A

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SUNSET STRIP BUSINESS IMPROVEMENT DISTRICT STRUCTURE AND METHOD OF ASSESSMENT

Overview The Sunset Strip Business Improvement District (BID) is an assessment district that aims to improve the business and neighboring residential environment on Sunset Boulevard by using private funding to add needed services not provided by the public sector. The Sunset Strip BID is a coalition of business owners willing to form a benefit assessment district, with the understanding that all funded services will be in addition to the public service level already provided. A nonprofit California Corporation run by the member businesses, the Sunset Strip Business Association, Inc. (SSBA), manages the Sunset Strip BID under contract with the City of West Hollywood. The current Board of Directors includes: Mikeal Maglieri, Rainbow Bar & Grill/Whisky A Go-Go (President) Bruce Silberman, AP Parking Services (Secretary) Tony LePenna, Bootsy Bellows (Vice President) Craig Ley, Rock & Reilly’s Matt Fouhy, Carefree Lifestyle Michael Bezerra, Cabo Cantina/Trocadero Allison Johnston, Hustler Eric George, Saddle Ranch Aldo Garcia, The Standard Martin Dodsworth, Hornburg James King, The Sunset Tower Hotel Artur Margarian, Tabacchi Brett Latteri, The Den of Sunset Jeff Kulek, The London West Hollywood Brad Burlingame, Visit West Hollywood (Ex-Officio) Maribel Louie, City of West Hollywood (Ex-Officio) Mark Montgomery, Montgomery Management (Ex-Officio) Genevieve Morrill, West Hollywood Chamber of Commerce (Ex-Officio) Chris Bonbright, Avison Young (Ex-Officio) Todd Steadman, Executive Director Location & Boundaries The Sunset Strip BID encompasses approximately 1.6 miles on Sunset Boulevard in West Hollywood. The district is bounded roughly by Doheny Road on the west to a half block west of Havenhurst Drive on the east. For a more detailed description of the boundaries, see Appendix A. Services Based upon meetings with and feedback from businesses, City staff and area residents, four main service priorities remain the key focus of the Business Improvement District. These services provided under the Business Improvement District generally fall into one of four categories:

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Public Safety Maintenance Public Outreach, Policy Development, and Administration Marketing The Sunset Strip Assessment Structure The Sunset Strip Business Improvement District is divided into 16 separate business classifications. These classifications are limited to the following businesses: nightclubs; bars; adult businesses; hotels; restaurants; other, which includes liquor stores/convenience stores with liquor; valet parking services; and retail stores. Each business classification receives an assessment level directly related to the level of service received from the District. The following includes, but is not limited to, types of businesses on Sunset Boulevard that will not be assessed: motion picture distributors, business consultants, public relations firms, computer programmers, services allied to motion pictures, motion picture and video production, real estate agents, foreign trade and international firms, television broadcasting, dental laboratories, outdoor advertising services, manufacturing industries, non-classifiable establishments, legal counsel, legal services, music recording, insurance agents/brokers, entertainers, general medical and surgical services, physical fitness facilities, commercial photography, executive offices, miscellaneous publishing, museums, management and investing, nonprofit service establishments, radio broadcasting, adjustment & collection, accounting, engineering services, and travel agencies. Assessment Methodology During the formative months of the Business Improvement District, City staff and business owners worked diligently to develop an assessment methodology that was fair, balanced, and commensurate with benefits received. Since the benefits derived from the District are identical to the previous year, the same methodology will be used in 2015-2016. Time and Manner of Collecting Assessments As provided by state law, the Sunset Strip BID assessment levied shall be made at the time and in the manner set forth by the West Hollywood City Council in the ordinance establishing the District. The City of West Hollywood shall distribute funds collected to the Sunset Strip Business Association, Inc., pursuant to the authorization of this plan. Existing laws for enforcement and appeal of business taxes apply to the BID assessments.

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The assessment rate for business classifications is illustrated below:

Table I Assessment Structure for Businesses CLASSIFICATION ASSESSMENT I. Nightclub/Bar or Adult 1. Occupancy 600 and above $ 35,000.00 2. Occupancy 250-599 $ 20,000.00 3. Occupancy 100-249 $ 15,000.00 4. Occupancy 0-99 $ 5,000.00 II. Hotel 5. Room Count 120 and over $ 4,000.00 6. Room Count 0-119 $ 2,500.00 III. Restaurant

7. ABC 47/48 & Occ. 450 & Over $ 25,000.00

8. ABC 47/48 & Occ. 275-449 $ 15,000.00 9. ABC 47/48 & Occ. 175-274 $ 10,000.00 10. ABC 47/48 & Occ. 100-174 $ 7,500.00 11. ABC 47/48 & Occ. 0-99 $ 5,000.00 12. W/O ABC 47/48 & $ 3,000.00 Occ. 50 & above

13. W/O ABC 47/48 & Occ. 0-49 $ 1,000.00

IV. Other 14. Liquor/Convenience Store $ 5,000.00

15. On-Street Valet (per location) $ 2,500.00

16. Retail Stores $ 250.00

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II. 2014/15 ACTIVITIES/ACCOMPLISHMENTS Public Safety Approximately 70% of the Association’s total assessment dollars are used for the public safety presence currently provided by Block-by-Block. They provide up to 6 uniformed, highly visible security personnel. In addition, Block-by-Block also provides a security manager, who serves as the Director of Security. Under supervision of the Director of Security, Block-by-Block officers provide a presence on Sunset Boulevard seven nights per week. Working closely with the Los Angeles Sheriff’s Department West Hollywood Station and the City of West Hollywood, the Sunset BID Security Ambassadors aim to improve the quality of life for residents and member businesses. The purpose of the Security Ambassadors is to reduce actual crime and unwanted behavior as well as provide a positive perception of safety on and near The Strip. The Security Ambassadors act as an extra set of eyes and ears for the West Hollywood Sheriff’s Department. They also provide an additional role as representatives of The Strip offering information and directions to visitors of The Sunset Strip. As a result of the Board workshop held on April 1, 2014, many stakeholders believed The Strip needs to improve its public realm, walkability and sense of place. Thereafter, the Board approved a program of work for 2014/15 that would continue to focus on public safety and security and an enhanced street maintenance services which will include power washing sidewalks on The Strip. However, due to the current water drought and research, the Board delayed implementation of the enhanced maintenance program until a more environmentally friendly program could be presented. The overall assessment budget was reduced from $591,000 to $491,500 for the 2014/15 fiscal year, thus security staffing was reduced. The maintenance program has not changed since last fiscal year, but has increased by $358/month due to the minimum wage change.

SECURITY AMBASSADOR PATROLS Security Ambassadors were deployed to assigned zones to patrol the area on

foot, bicycle and by automobile as a deterrent for unwanted activity and to interact with businesses, residents and visitors.

Result The Ambassadors conducted Public Relations (PR) checks at various

businesses each day to make a personal contact, as well as gather and share safety related information.

Bicycle patrol Security Ambassadors provided a visible deterrent to unwanted activity.

Block-by-Block supplied the SSBA Security Ambassadors with an automobile, complete with SSBA logo, to further identify the vehicle.

GUARD TOUR ROUNDS Guard tour rounds are used to provide accurate reports as to the

Ambassadors presence throughout the District.

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Result Security Ambassadors complete documented rounds using the ‘PIPE’

(timekeeping system) guard tour rounds throughout the district at times specified in the deployment plan.

Forty-six receivers were strategically placed on and near Sunset to ensure frequent coverage throughout the District.

COOPERATED WITH WEST HOLLYWOOD SHERIFF’S DEPT Maintained a good working relationship with local law enforcement. Result SSBA Executive Director and Director of Security were in regular contact with

law enforcement to discuss matters concerning The Sunset Strip. Lt. David Smith of the WEHO Sheriff’s Department and his associates

routinely carried a Sunset BID Security Ambassador radio to facilitate communication between the BID security and the Sheriff.

CROWD CONTROL Provided crowd control assistance on Sunset Boulevard. Result SSBA Security Ambassador team assisted member businesses and their

security personnel with crowd control. Specifically, bars and clubs on The Strip and retail shops hosting special events.

The Team also provided assistance to the Sheriff working Sunset Boulevard. REDUCED NOISE AND LOITERING Team members deterred visitors from entering residential areas. Result Sunset BID Security Team members routinely instructed visitors to keep their

voices down, turn down radios, and to move along to their destination when loitering.

COMMUNICATED WITH BUSINESSES AND RESIDENTS Security Team members interacted with businesses and residents on a

nightly basis. Result Businesses and residents utilized a direct cellular telephone number to call

when assistance was immediately needed. The team’s shift supervisor carries the cell phone at all times and can immediately radio Sheriff units to respond.

GENERAL AMBASSADORIAL SERVICES Security members are the ambassadors to The Sunset Strip. Result Security Ambassadors are trained to provide information regarding hotels,

restaurants, attractions, events, parking locations and costs, and other information deemed appropriate by the Sunset Strip Business Association.

They provided information, directions and answers to the questions from the many visitors to The Strip.

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Security Ambassadors also assisted with security and directions for the Sunset Strip Market as well as street closures and information related to the L.A. Marathon and Sunset Strip Music Festival.

SECURITY/AMBASSADOR RESULTS Security Ambassadors are responsible for completing daily activity reports

and submitting them as specified. The daily statistics are compiled weekly and provided to the Sunset Strip Business Association by the Security Director.

Result The following are the results for July 2014 through March 2015.

o Visitor Assistance – 51,770 o Business Contacts – 19,415 o Homeless Assistance – 82 o Motorist Assistance – 62 o Bike Miles Ridden – 2,816 o Vehicle Miles – 3,303

Security Deployment

Maintenance The SSBA contracted with Social Vocational Services (SVS) to supply additional cleaning and maintenance services to the District. SVS maintains Sunset Boulevard from the District’s west to east boundaries and the residential neighborhoods immediately adjacent to the Sunset Strip.

Position Primary Assignment Method Hours Sun Mon Tues Wed Thurs Fri Sat

Bike 8:00pm‐ 4:00 am X

Bike 8:00pm‐ 4:00 am X X X

Bike 8:00pm‐ 4:00 am X X X

Bike 8:00pm‐ 4:00 am X X X X X X X

Bike 8:00pm‐ 4:00 am X X X X X X X

Supervisor Supervision/Patrol Bike, Foot, Vehicle 8:00pm‐ 4:00 am X X     X X

Operations Manager Program Oversight Bike, Foot, Vehicle 8:00pm‐ 4:00 am X X X X X

3 3 3 3 5 6 7

Safety Ambassador

Daily Staff Scheduled

Sunset Blvd. Patrol

Security Deployment

Classification Weekly Hours

Safety Ambassador 168.00

Supervisor 32.00

Operations Manager 40.00

TOTAL 240.00

FTEs 6.00

Weekly Hours Summary

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MAINTAINING THE STRIP Social Vocational Services (SVS) continued to provide the District’s street

maintenance. Result SVS employees provided street cleaning along the entire length of the District

on Sunset Boulevard and into the adjoining neighborhoods five days per week – Wednesday through Sunday.

SVS collected the following number of trash bags: o July – 240 o August – 240 o September – 270 o October – 276 o November – 268 o December – 250 o January – 268 o February – 250 o March - 267

Total tons of trash collected during the period – 43 tons of trash

III. PUBLIC OUTREACH, POLICY DEVELOPMENT, AND ADMINISTRATION

SSBA staff continued to develop relationships with member businesses, City staff, local law enforcement, and area residents in order to form general and specific suggestions for implementing policies that would improve the District. These included open forums, one-on-one meetings, emails, and telephone calls. Sunset BID staff continued to work with these groups toward specific policies that would improve traffic, parking, and noise abatement

COORDINATE PUBLIC OUTREACH ACTIVITIES Success of the BID is dependent on community input. Result SSBA Executive Director met in person and by telephone with BID members,

City officials, area residents and key stakeholders who provided staff with information and feedback to help the BID maximize its effectiveness.

Community members were encouraged to provide their contact information so they can be notified monthly via email regarding SSBA Board of Directors meetings as well as stay informed via a monthly SSBA e-newsletter.

SSBA remains committed to continuing to provide residents with an “open door” policy where members of the community can address their concerns and know their ideas are being heard, and they are assisting in the continued success of the District.

● Staff visited with the following businesses to gather feedback on The Sunset Strip and the SSBA Program of Work: A/X Armani Exchange, Aahs!, Amarone Kitchen and Wine, Ambrosia, Andaz, Bar 1200, BCBG Max Azria, Best Western Sunset Plaza, BOA, Book Soup, Cabo Cantina, Carefree Lifestyle, Carney’s Restaurant, Clafoutis, Café Med, Chin Chin, Cigar Lounge, The Coffee Bean & Tea Leaf, The Comedy Store, Cravings, Cuban Seed Cigar, Dialog Café, Dough, Eveleigh, Gaby’s Express, Grafton Hotel, Katana, Gil Turner’s Fine Wine and Spirits, Grafton Hotel, H. Lorenzo,

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Hornburg, Hustler Hollywood, LA Guitar Sales, The London West Hollywood, Mark Mahoney’s Shamrock Tattoo, Mel’s Drive-in, Mondrian, Nicole Miller, Orphic, Panini, Pearl’s, Pi on Sunset Café, Pink Taco, Rainbow Bar and Grill, Rock N Reilly’s, The Roxy Theater, Saddle Ranch, Seoulos, SkyBar, State Social House, Subway, Sunset Deli, Sunset Kids, Sunset Marquis, Sunset Trocadero, Sushiya, Tabacchi, Tags, Talesai, Tenmasa, Terner’s Liquor, The Church Key, The Den, The Standard, Viper Room, Whisky A Go Go.

● Held the following the public outreach meetings for the Sunset Strip Music Festival, which allowed for residents to ask questions, address any concerns and receive information about street closures, festival impacts, contacts for day of the festival and resident ticketing options:

o SSMF Business Outreach meeting – August 5 o SSMF Resident Outreach meeting – August 20 o SSMF Resident Outreach meeting – August 27

Residents were invited to the meetings via postcards, which were sent to all affected West Hollywood and Los Angeles residents adjacent to the street closure. OFFICE RELOCATION Last fall, 9040 Sunset Strip property owners informed the Association they

were planning to re-develop the property and the SSBA would need to relocate.

Result Last fall after an extensive search, the SSBA signed a lease for executive

offices at 8981 Sunset Blvd. and office for the Security Ambassadors at 8923 ½ Sunset Blvd.

BOARD OF DIRECTORS MEETINGS/DISCUSSIONS Panel discussions and presentations are held on topics impacting The Sunset

Strip or the Association featuring experts in various fields. Discussions help provide direction for the SSBA program of work.

Result City Councilmember John Duran spoke about the "A Golden Anniversary

Opportunity for The Sunset Strip." The year 1965 was a special year for the Sunset Strip. He would like to work with the SSBA to create a program, event and/or activation to celebrate the 50th anniversary. Scott Crandall of Block-by-Block spoke about the Security Ambassadors and the evolving Strip to get feedback on the existing services and to enhance the program. Attendees of the meeting said it would be great to have a Security Ambassador presence during the day so long as it did not take away from the evening presence.

DON’T DRINK AND DRIVE NAPKIN CAMPAIGN Participated in 18th annual City Don't Drink and Drive Cocktail Napkin

Campaign. Result Security Ambassadors distributed brochures during the holidays to raise

awareness about drinking and driving and to reduce the number of drunk-driving incidents.

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City of West Hollywood recognized the Sunset Strip Security Ambassadors for their participation and support of the Campaign.

SSBA E-NEWSLETTER Sunset Strip Business Association newsletter is sent monthly. Result The monthly electronic newsletter was developed to inform key stakeholders

about news on The Sunset Strip and the value of the SSBA. Newsletter was distributed to member business, City officials and interested

members of West Hollywood via email. Topics included: SSBA Social Media Promotion; Sunset Strip Market is back

– Better than ever; Seventh Annual SSMF Returns in September for Expanded Two Day Street Festival; 7th Annual Sunset Strip Music Festival Expands Street Fest, Attracts 19,000 Attendees; Sunset Strip Businesses Celebrate NYE With Dinners, Shows, Events; City of West Hollywood Marks 24th Annual Food And Toy Drive; A Piece Of Pop Culture History Returning To The Sunset Strip (Bullwinkle), GuitarTown Charitable Funds Offsetting Installation Costs; New Five Star Urban Hotel Announced for the Sunset Strip; City Council Considers Minimum Wage Increase; Coachella Acts Warm Up The Roxy; West Hollywood Welcomes New Councilmembers; Half Marathon To Showcase The Sunset Strip April 19; Flagship Marriott Edition Hotel Coming To The Sunset Strip.

IV. MARKETING

The Sunset Strip Business Association promotes “The Strip” on a local and regional level while complementing the Visit West Hollywood efforts on the national and international stage.

SUNSET STRIP MUSIC FESTIVAL, LLC Sunset Strip Business Association is the managing partner of the Sunset

Strip Music Festival (SSMF). This is accomplished through a separate Limited Liability Company.

SSMF is intended to promote, preserve, and perpetuate the legendary Sunset Strip music experience.

The seventh annual Sunset Strip Music Festival, in partnership with the Nederlander Group, took place September 19, 20 & 21 on The Sunset Strip and in the House of Blues, The Roxy, Viper Room and Whisky A Go-Go.

Result This year, the Street Festival was expanded over two days. The Sunset Strip

was transformed into a premier outdoor concert venue with three main stages, including the new hip-hop Murs 316 Stage. The Street Festival attracted approximately 19,000 people.

The three-day festival kicked off Friday, September 19 with a celebration of 2014 SSMF honoree Jane’s Addiction, who performed a surprise set after they received the Elmer Valentine Award. Guest speaks including DJ Rodney Bingenheimer, skateboard icon Tony Hawk and KROQ DJ Stryker.

The venues hosted performances by Son Lux (Roxy), Wyldz (Whisky) and

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The Filthy Souls, 8MM and a late night set by Zach Kibbee (Viper Room). Keurig, an official sponsor of SSMF, kicked off the festival with a rooftop

Launch Party at the Andaz Hotel. More than 400 people attended this exclusive event that featured sets by DJ Quix 05 and DJ Warrior.

Jack Daniel’s teamed up with KROQ, Herradura Tequila, Gibson Guitar and Onkyo to activate “The Legends Lounge” on the second level of the Andaz Hotel. This exclusive event tracked the invitees experience from the moment they stepped foot inside the lounge, even texting an Uber code for a free ride once the guest ordered two cocktails.

The Official Pool Party kick-off hosted by Keurig was held at The Standard Hotel and featured DJ Brian Polar.

The two-day Street Festival on Saturday, September 20 and Sunday, September 21 featured performances by Jane’s Addiction, Empire of the Sun, Failure, Cold War Kids, Destructo, Tove Lo, DJ Quik, Mayer Hawthorne, Bun B, Iration, Riff Raff, Crosses, Killer Mike, Minus The Bear, Dizzy Wright, Big Data, N.O.R.E., The Birds of Satan, IAMSU, Big Freedia, POS, We Came As Romans, Mod Sun, Ra Tha Rugged Man, Nightmare and the Cat, Propaganda, Nostalghia, Beware of Darkness, King Fantastic, Fenech-Soler, Say Say, Speak, Unwritten Law, LA Guns, Onyx, Break Science and The Last International. Forty additional artists performed throughout the two days on the outdoor stages as well as indoors at The Roxy and Whisky A Go-Go.

SSMF partnered with KCBS/KROQ as the official radio sponsor for SSMF 2014. Promotion included:

o 168 SSMF recorded and live mentions aired in all day parts which included on-sale information and ticket giveaways

o Email blasts were sent to over 300,000 KROQ Street Team members o SSMF was featured on KROQ social – Facebook (176,000 fans),

Twitter (124,000 followers) o 150 SSMF iNet high impact promotional mentions across the CBS

Stations focusing on KROQ, KCBS, AMP Radio, KRTH, KNX and KTWV to reach it’s 8.5 million CBS Los Angeles listeners

o SSMF received additional radio promo on the following stations: KKZQ, KYSR, KSSE, KCSN, KDAY, KYSR, KAMP & KLOS

o Total Promotional Value from CBS Radio LA: $1,218,000 KTLA provided more than $850,000 on-air and online promotions for

SSMF including live interviews with SSMF talent and organizers. 13 Clear Channel digital billboards in L.A County. CBS billboards at Sepulveda & Pico, West Los Angeles (384,508

impressions), Sunset & Gardner, Hollywood (621,300 impressions). 1 Oak videotron displayed a SSMF ad on The Sunset Strip (60,000 cars a

day) for a month leading up to the festival. SSMF billboard was installed on the Roxy (60,000 cars a day). Videotron at Target Westgate Center (La Brea & Santa Monica Boulevards)

displayed an SSMF ad for month (54,000 cars a day). SSMF banners were featured on 120 street pole along the 1.6-mile Sunset

Strip (60,000 cars a day) during the month of September. Street teams and promotional flyers created nearly 1 million hits/impressions.

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Eventbrite promoted SSMF on their homepage leading up to the Festival. Participating West Hollywood hotels promoted SSMF online and created

unique SSMF hotel packages through Visit West Hollywood – Chamberlain, Le Parc, Le Montrose, Mondrian, The Standard, The London West Hollywood, Grafton and the Ramanda. Thirty-seven GA packages and 17 VIP packages were sold. Sunset Plaza Hotel sold out as result of the SSMF pre-sale. The Andaz West Hollywood was the official sponsor of SSMF. Jack Daniel’s had 32 room nights at the Andaz.

Ads were placed in LA Weekly & OC Weekly (600,000 weekly readers) three months leading up to the festival. LA Weekly SSMF banner had 525,000 target impressions. Sent targeted email blasts to 34,000 LA Weekly subscribers.

SSMF digital campaigns were featured on Google (2,477,000 impressions), DoLA (335,000 ad views), Fuse TV, Pandora (795,194 impressions) and Monster Energy, Grindr (1,083,688 impressions).

Print ads were featured in Frontiers, Echo Park Rising, and USC Trojan leading up to SSMF.

Nederlander promoted SSMF through their database of 525,500 (i.e Greek Theatre and the Grove of Anahiem).

SSMF social media campaigns increased the festival’s Facebook numbers from 65,500 to 73,000 fans and its Twitter followers from 18,900 to 21,300.

o SSMF reached 7 million Facebook users. o Facebook ads generated more than 15.2 million impressions and

more than 40,700 people mentioned SSMF on their own pages. o 113,274 people engaged with the page’s post

SUNSET STRIP MARKET

Weekly night market presented in partnership with Calamigos Ranch ran Thursday nights May through September, from 5:30 p.m. to 9:30 p.m., at the City of West Hollywood public lot (8755 Sunset Blvd.)

The Market featured craft breweries and wineries, cocktails, live entertainment, produce, artisan goods, unique vendors and cooked and pre-packaged foods.

Result The Market built community between the residents and the businesses. It drew people to The Strip to patronize and spend money in the businesses. The Market was elevated to a new level by attracting residents, visitors, local

business and sponsors The Sunset Strip Market teamed up with Torch Presents to bring the greatest

live blues, soul, R&B, pre-bop era hot jazz, western swing, and country music. Attendees also took advantage of free swing lessons

The new virtual zone featured a Game Truck, which showcased the top gaming consoles, hottest video games and satellite TV so attendees could watch their favorite team playing that night in addition to enjoying the fresh food and community atmosphere.

This year the successful Pet Parking featured a Mobile Pet Spa where attendees could have their best friend groomed and pampered.

Top artist and agencies the Market hosted an interactive 3D Chalk installation.

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Each week family and friends had an opportunity to spark up a friendly game of ping pong and giant Jenga.

Attendees also had a chance to win a free Keurig coffee machine during the very popular Drag Queen Bingo activation at the Market.

Market also featured boutiques, dog couture, coffee, smoothie and dessert vendors, in addition to introducing fresh and unique products yet to hit most street fairs and Markets. Activations included a photo booth, Telsa car company and Old Navy flip flop give away.

SSBA staff conducted a survey of Sunset Strip Market patrons. Questions included resident ZIP code, age range, how they found out about the Market, primary reason for visiting the Market, how often they attend, what products or improvements would they like to see in the Market. Ninety-four people participated in the survey.

o Most people found out about the Market through Facebook (27%) and word of mouth (29%). Seventeen percent learned about it through the City and 16% while driving by.

o Nearly a quarter of the attendees drove to the Market, 11% took Uber and 63% walked.

o More people from outside the City of West Hollywood came to the Market this year. Over a third of the attendees lived outside of the City.

o Most attendees were between the ages 31-40 (37%). o Live music, Keurig, Drag Queen Bingo and Posh Pet Care were the

most popular activations at the Market. Ninety-seven percent would like to see live music return next year.

The Sunset Strip Market social reached reach nearly 35,000 people a week. More than 11,300 stories were created on people’s pages about the Market. 1,600 people checked in at the Market during the season (85 people per week). The Sunset Strip Market brand reached more than 664,000 people.

GIBSON GUITARTOWN IV ON THE SUNSET STRIP 2014 A public art exhibit that features 10-foot tall art guitars placed along the

boulevard celebrating The Sunset Strip’s history. GuitarTown also provides visitors an interactive walking tour of the boulevard. Result The late King of Soul, Otis Redding, was honored with a Gibson Art Guitar on

The Sunset Strip on July 15 at the Whisky A Go-Go. His son, producer, musician and recording artist Otis Redding III, autographed the larger-than-life Gibson Guitar that was specially created for the legendary music boulevard by Raphael Saadiq. The event and unveiling also featured a special acoustic performance by Saadiq.

The complete fourth GuitarTown installation was unveiled August 19, at Hornburg Land Rover on The Sunset Strip. It includes work celebrating the music of Otis Redding, Jerry Garcia, Steven Tyler, Joe Perry, Elton John, Prince, Cyndi Lauper, Freddie Mercury, Janis Joplin, Jane’s Addiction, Bob Marley, Frank Zappa, Rage Against The Machine, David Bowie and Marc Bolan as well as the Viper Room’s 21st anniversary.

The guitars showcase a wide array of motifs and styles and include work by RISK and Gail Zappa. Other works include an exclusive guitar series by Willard Snow and a memorial to the artists of The Sunset Strip by Kevin

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Llewellyn. GuitarTown supports the work of L.A.’s emerging artists and welcomed several emerging artists including Gino Burman-Loffredo, TJ Roe and GuitarTown’s youngest ever artist, Forrest Holt (18). Mark Cramer curated the 2014/15 Guitartown installation.

GuitarTown received coverage from KTLA, Eye On LA, KFWB, Gibson.com, WireImage, among others.

This year’s auction brings the total amount raised for charitable organizations to $147,250. Previous Gibson GuitarTown on The Sunset Strip auction proceeds have benefited the Los Angeles Fund’s “Arts Matter” campaign, Los Angeles Youth Network, West Hollywood Arts & Cultural Commission and West Hollywood Library.

THESUNSETSTRIP.COM The official online resource for information and news on restaurants, shows,

shopping, nightlife and everything that is The Sunset Strip. Result TheSunsetStrip.com received more than 41,600 visitors July – November

2014 and 94,770 page views. Site features Sunset Strip Picks – Weekly picks showcasing the “top” shows

and entertainment events on The Strip. Updated site with Sunset Strip news, event recaps and show reviews from

freelance writers and staff. Staff also released an RFP to develop a new website. Some elements of the

new website will include a complete reskin of site, Sunset Strip blog, ability to survey website visitors, merchant page, socially sharable content with ability to redirect to other social media vehicles, email sign-up field, and a Sunset Strip events calendar. In addition, the site will be designed using the SEO best practices to increase the likelihood of it being ranked one of the best sites for local information. The new website is expected to be launched June 2015.

SOCIAL MEDIA ● The SSBA promotes The Sunset Strip as wells as the programs, activities

and events through its social media efforts. Result ● Facebook fan page for The Sunset Strip has 36,000+, SSMF 70,000+ fans

and the Sunset Strip Market 4,800+ fans. ● Sunset Strip Facebook

● 6K New fans since July 2014. ● Reached 7 Million people ● Created 14 Million impressions ● Reached 9.6 Million people organically ● 67.3K stories were created by 38K people

● Twitter accounts: @TheSunsetStrip: 27.5 Twitter Followers @SSMF: 20,900 @SunsetStripMRKT: 1,608

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SUNSET STRIP VIP CLUB PASS Entertainment venues partnered with participating Sunset Strip hotels to

launch the first-of-its-kind All Access Pass in 2010. The pass is available to guests of The Sunset Strip hotels and provides them with complimentary access to The Comedy Store, The Roxy Theatre, Viper Room, Whisky A Go-Go, House of Blues and Rainbow.

The goal is to provide visitors with yet another reason to stay on the world famous Sunset Strip.

Result Distributed a press release to key national markets and targeted travel and

lifestyle publications. Participating hotels promoted the card as part of their packages/perks online.

SUNSET STRIP STREET POLE BANNER PROGRAM Designed to promote The Sunset Strip and to raise revenue to fund the most prioritized needs of the Association. Result In April 2013, SSBA signed another two-year contract with Jack Daniel’s

(extended to June 2015). The Jack Daniel’s sponsorship will gross $352,000 for fiscal year 2014/15.

III. 2015-2016 PROGRAM OF WORK PLAN The SSBA will continue to focus on public safety and security with the retention of a trained, motivated, qualified, and attentive Security Ambassador team. Block-by-Block will continue to provide security officers, a shift supervisor, and Security Director to allow the District to have a security presence 7 (seven) days per week. The timing and deployment of the security team may vary depending on special events and changing needs. The Sunset Strip Business Association and the Security Ambassadors will continue to work closely with the West Hollywood Sheriff’s Department (WHSD) and the City of West Hollywood to ensure any scheduling changes are meeting the needs of the District and its goals. The Security Ambassadors will continue to deter: noise, unlawful littering, trespassing, loitering, graffiti and disorderly conduct. The security detail will also continue to serve as goodwill ambassadors and project a friendly image for The Strip by welcoming residents and visitors and assisting with information and directions. The Security Ambassador Team will also continue to: patrol the entire District on bicycles, on foot, and by automobile; staff and implement restricted access barriers; and assist WHSD and member businesses. The overall assessment budget was reduced from $591,000 to $491,500 last year and is expected remain at $491,500 next fiscal year, thus security staffing was reduced.

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SECURITY COMMITTEE

The SSBA Security Committee will continue to meet periodically with security staff of The Sunset Strip businesses to discuss ways to improve safety and service on The Strip. The meetings will serve as a venue to share information about upcoming events or concerts so that SSBA Security Team can effectively assist if requested. Working with the Sheriff’s Department, the Security Ambassadors share information to educate stakeholders on safety/security related issues.

HOMELESS OUTREACH

The SSBA Security Ambassadors will continue to help coordinate communication with homeless service providers to ensure that resources are used most effectively on The Strip. They will also provide information to the homeless community and those who want help, including about P.A.T.H. (People Assisting The Homeless), which provides services to homeless.

Maintenance Patrols

The Sunset BID will continue to contract with Social Vocational Services (SVS) for litter removal from streets and neighborhoods and to provide emergency cleaning when necessary

Public Outreach, Policy Development, and Administration

The SSBA will also continue to reach out to the community for input, comments and suggestions. SSBA staff and Board of Directors will continue to host monthly Board meetings, which are open to the public.

Position Primary Assignment Method Hours Sun Mon Tues Wed Thurs Fri Sat

Bike 8:00pm‐ 4:00 am X

Bike 8:00pm‐ 4:00 am X X X

Bike 8:00pm‐ 4:00 am X X X

Bike 8:00pm‐ 4:00 am X X X X X X X

Bike 8:00pm‐ 4:00 am X X X X X X X

Supervisor Supervision/Patrol Bike, Foot, Vehicle 8:00pm‐ 4:00 am X X X X

Operations Manager Program Oversight Bike, Foot, Vehicle 8:00pm‐ 4:00 am X X X X X

3 3 3 3 5 6 7

Safety Ambassador

Daily Staff Scheduled

Sunset Blvd. Patrol

Security Deployment

Classification Weekly Hours

Safety Ambassador 168.00

Supervisor 32.00

Operations Manager 40.00

TOTAL 240.00

FTEs 6.00

Weekly Hours Summary

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Part of the plan for continued success in public outreach includes maintenance of a neighborhood database used to communicate with area residents. This database will continue to be a priority in order for the SSBA to effectively communicate with constituents via email. The database will be used to notify them of upcoming meetings and solicit feedback on the SSBA’s implemented programs.

The SSBA will also continue to work with City staff and law enforcement in developing policies that will benefit the District.

Additionally, the SSBA will remain an avenue whereby member businesses can be united and work alongside the City of West Hollywood and discuss a wide range of pertinent issues. Under the umbrella of the SSBA, business owners will be better positioned to approach the public sector with a viable and unified private sector voice.

NEIGHBORHOOD MEETINGS

The SSBA will hold neighborhood meetings for the residential and business communities to discuss The Strip, SSMF and SSBA.

Budget/Request

The 2015/16 budget and assessment is anticipated to be $491,500. As specified in the Program of Work Amendment 2015/16, additional monies raised by the banner sponsorship program or other revenue generators will go towards enhancing the goals of the SSBA and specifically for office space rental, marketing plan, and increased administrative and operating cost.

The SSBA is requesting an additional $12,000 from the City of West Hollywood to support the re-opening of the Sunset Strip Market in July 2015. The monies will go towards sanitation, Sheriff, FSO officer, fencing, security, parking signs, parking lot signs, event signage, and other necessary infrastructure adjustments.

In exchange, The City would be provided the following entitlements: -Logo included on canvas Market bags. -Logo included on tab on small mesh produce bags. -Logo inclusion on selected tents. -Logo inclusion on the website. -Logo included in ads. -Logo inclusion in any posters/art. -Brand name recognition in press releases. -Inclusion in Social Media Campaigns

In addition, the SSBA is requesting $128,000 from the City to support an enhanced Security Ambassador program and maintenance program, which benefits all businesses and residents of West Hollywood (see Program of Work Amendment 2015/16), and ensures that The Sunset Strip remains a safe and clean destination for visitors and locals.

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West Hollywood Sunset Strip Business Improvement District Budget FY1415

Service Description Amount

Public Safety/Ambassadors $302,000Prevention of public disorder Coordination with City Sheriff Report litter and maintenance problems Respond to emergency situations Interface between businesses and residents As Ambassadors, assist Sunset Strip visitors

Maintenance Services/Cleaning Ambassadors $48,000

Remove litter from Sunset Strip and surrounding neighborhoods

Outreach & Policy Development $2,271Policy development (traffic, noise, parking issues, etc.) Printing and Postage

Operations & Administration $139,229 Program administration (salaries, taxes and insurance) Office supplies and equipment Utilities Office Rent

TOTAL $491,500.00

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West Hollywood Sunset Strip Business Improvement District Budget FY1516

Service Description Amount

Public Safety/Ambassadors $302,000Prevention of public disorder Coordination with City Sheriff Report litter and maintenance problems Respond to emergency situations Interface between businesses and residents As Ambassadors, assist Sunset Strip visitors

Maintenance Services/Cleaning Ambassadors $48,000

Remove litter from Sunset Strip and surrounding neighborhoods

Outreach & Policy Development $2,271Policy development (traffic, noise, parking issues, etc.) Printing and Postage

Operations & Administration $139,229 Program administration (salaries, taxes and insurance) Office supplies and equipment Utilities Office Rent

TOTAL $491,500.00

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BID BOUNDARIES

The City of West Hollywood is bordered by the City of Los Angles on the north, south and east and the City of Beverly Hills on the west. The Sunset Strip Business Improvement District is primarily centered along a 1.6-mile stretch along the portion of Sunset Boulevard known as "The Strip". The District is comprised of one zone. The specific addresses included in the BID boundaries are as follows:

Street RangeAlta Loma Rd. 1190-1232Carol Dr. 1030-1058Clark Dr. 142-150Cory Ave. 1004-1010Doheny Dr. 1060-1111Doheny Rd. 9201-9337Hammond St. 1016-1026Harper Ave. 1000-1036Hilldale Ave. 1000-1036Holloway Dr. 8731-8766Horn Ave. 1100-1120La Cienega Blvd. 1200-1234Larrabee St. 1010-1050Miller Dr. 1320Olive Dr. 1300-1339 1/2Palm Ave. 1012-1022 1/2San Vicente Blvd. 1000-1031Sherbourne Dr. 1104-1114Sunset Blvd. 8222-9220 and

9229-9255 (odd only)

Sweetzer Ave. 1400-1422

The service area includes approximately 200 businesses.

Sunset Strip Business Association Budget2014/15

5/1/2015

Project/Program Prop Budget 1415 (Assessment Only) Prop Budget Rev 1415 Proposed Total Budget 1415 w/Sponsor Rev

Income

Assessment Revenue $491,500.00 $0.00 $491,500.00Banner Sponsorship Net Revenue $0.00 $290,000.00 $290,000.00Event/Sponsor/Merch Revenue $0.00 $20,000.00 $20,000.00

Total Income $491,500.00 $310,000.00 $801,500.00

Expense

Security & MaintenanceSecurity $302,000.00 $0.00 $302,000.00Maintenance $48,000.00 $0.00 $48,000.00

Outreach

Postage $750.00 $750.00 $1,500.00Printing $1,521.00 $2,000.00 $3,521.00

AdministrationOffice Rent/Parking/Maintenance $16,600.00 $14,000.00 $30,600.00D&O Insurance $2,500.00 $0.00 $2,500.00Bond $1,200.00 $0.00 $1,200.00Liability Insrance $2,400.00 $0.00 $2,400.00Medical Insurance $3,000.00 $1,500.00 $4,500.00Workers Comp $2,000.00 $0.00 $2,000.00Payroll Taxes $9,000.00 $2,000.00 $11,000.00Retirement Program (IRA) $0.00 $3,500.00 $3,500.00Intern/Temp $0.00 $2,000.00 $2,000.00Salary $82,194.00 $30,000.00 $112,194.00Office Supplies $1,500.00 $0.00 $1,500.00Office Equipment $3,000.00 $0.00 $3,000.00Travel/Meals/Parking $600.00 $400.00 $1,000.00Dues/Subscriptions $600.00 $0.00 $600.00Accounting $5,500.00 $0.00 $5,500.00Legal Fees $3,835.00 $0.00 $3,835.00Professional Services $0.00 $8,200.00 $8,200.00Cellular, Internet, Telephone $5,300.00 $1,500.00 $6,800.00Recognition/Awards $0.00 $0.00 $0.00Staff Education $0.00 $0.00 $0.00Contigency $0.00 $26,150.00 $26,150.00

MarketingWebsite $0.00 $5,000.00 $5,000.00Social Media Strategy and Content Development $0.00 $12,000.00 $12,000.00Social Media Promotion $0.00 $7,500.00 $7,500.00Publications $0.00 $3,000.00 $3,000.00Public Relations Program $0.00 $3,500.00 $3,500.00Sunset Strip Music Festival Sponsorship $0.00 $150,000.00 $150,000.00Business/Community Outreach Specialist $0.00 $0.00 $0.00Merchandise Development $0.00 $0.00 $0.00Special Events/Promotions $0.00 $25,000.00 $25,000.00Special Events Coordinator $0.00 $12,000.00 $12,000.00Strategic Plan $0.00 $0.00 $0.00

Total Expense $491,500.00 $310,000.00 $801,500.00

$0.00 $0.00 $0.00

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Sunset Strip Business AssociationBudget2015/16

5/1/2015

Project/Program Budget 1516 (Assessment Only) Sponsor Budget Rev 1516 Total Budget 1516 w/Sponsor Rev

Income

Assessment Revenue $491,500.00 $0.00 $491,500.002Banner Sponsorship Net Revenue $0.00 $305,000.00 $305,000.00Event/Sponsor Revenue $0.00 $30,000.00 $30,000.00City Support for Security & Cleaning $0.00 $128,000.00 $128,000.00

Total Income $491,500.00 $463,000.00 $954,500.00

Expense

Security & MaintenanceSecurity $302,000.00 $108,000.00 $410,000.00Maintenance $48,000.00 $21,000.00 $69,000.00

Outreach

Postage $750.00 $750.00 $1,500.00Printing $1,521.00 $2,000.00 $3,521.00

AdministrationOffice Rent/Parking/Maintenance $16,600.00 $38,000.00 $54,600.00D&O Insurance $2,500.00 $0.00 $2,500.00Bond $1,200.00 $0.00 $1,200.00Liability Insrance $2,400.00 $0.00 $2,400.00Medical Insurance $3,000.00 $12,000.00 $15,000.00Workers Comp $2,000.00 $0.00 $2,000.00Payroll Taxes $9,000.00 $4,000.00 $13,000.00Retirement Program (IRA) $0.00 $7,000.00 $7,000.00Intern/Temp $0.00 $4,000.00 $4,000.00Salary $82,194.00 $62,000.00 $144,194.00Office Supplies $1,500.00 $0.00 $1,500.00Office Equipment $3,000.00 $1,000.00 $4,000.00Travel/Meals/Parking $600.00 $1,500.00 $2,100.00Dues/Subscriptions $600.00 $600.00 $1,200.00Accounting $5,500.00 $0.00 $5,500.00Legal Fees $3,835.00 $0.00 $3,835.00Professional Services $0.00 $15,000.00 $15,000.00Cellular, Internet, Telephone $5,300.00 $2,500.00 $7,800.00Recognition/Awards $0.00 $1,000.00 $1,000.00Staff Education $0.00 $2,000.00 $2,000.00Contigency $0.00 $27,150.00 $27,150.00

MarketingWebsite $0.00 $6,000.00 $6,000.00Social Media Strategy and Content Development $0.00 $24,000.00 $24,000.00Social Media Promotion $0.00 $6,000.00 $6,000.00Publications/Communications $0.00 $15,500.00 $15,500.00Public Relations Program $0.00 $20,000.00 $20,000.00Special Events/Promotions $0.00 $35,000.00 $35,000.00Special Events Coordinator $0.00 $12,000.00 $12,000.00Strategic Plan $0.00 $35,000.00 $35,000.00

Total Expense $491,500.00 $463,000.00 $954,500.00

$0.00 $0.00 $0.00

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