Andi Lovano, Project Development Administrator~~

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1 CITY COUNCIL NEW BUSINESS OCTOBER 17, 2016 SUBJECT: INITIATED BY: PREPARED BY: STUDY AND REPORT ON SUNSET BOULEVARD MUSIC, ENTERTAINMENT, DINING, HOTEL AND PERFORMANCE CONTENT PRODUCTION OPPORTUNITIES ALONG WITH THE OPPORTUNITIES FROM THE CITY'S ZONING CODE AND INFRASTRUCTURE COUNCILMEMBER JOHN D'AMICO COUNCILMEMBER JOHN J. DURAN Andi Lovano, Project Development Administrator~~ STATEMENT ON THE SUBJECT: The City Council will consider directing staff to hire a consultant to study and report on current and future opportunities for enhancing the identity and experience of the Sunset Strip; expanding the music, entertainment, dining, hotel and entertainment production atmosphere. In addition, the consultant will work with the Community Development Department to study the City infrastructure, the roadway, the sidewalks, the parking and zoning code to help improve creative business opportunities and improve the urban environment deficiencies. This item will help the City to prioritize the Sunset Strip as a target destination for entertainment and culture, while also adapting to changes in technology and trends, and preserving the Strip's history and significance. RECOMMENDATIONS: 1) Modify the Community Development work plan to elevate the priority level for creating a vision for the future of the Sunset Strip. 2) Direct the Community Development Department to: a. Study and report on the Sunset Strip Specific Plan and the current zoning code to further understand how these policy and planning documents encourage and perhaps curtail an expansion of the: 1. Sunset Strip music scene; ii. Entertainment and production businesses; 111. Dining and hotel businesses; and iv. Other important cultural markers and markets along the Sunset Strip. b. Evaluate the Sunset Strip for additional interventions with respect to walkability and public space and shade, public art, public safety, boulevard usability, parking convenience, transportation, landscaping and WiFi connection. Page 1of5 AGENDA ITEM 5.C.

c. Evaluate and report on how new and existing development agreements might help to accommodate this mandate. 3) Direct the Economic Development Department to: a.

2 c. Evaluate and report on how new and existing development agreements might help to accommodate this mandate. 3) Direct the Economic Development Department to: a. Advertise and hire a consultant to work with Community Development to study and report on current and future opportunities for enhancing and expanding the music, entertainment, dining and hotel experience along the Sunset Strip and to specifically explore options for expanding the music, performance and content production opportunities therein. b. Conduct a series of round table discussions with the Sunset BID community, including the Chamber of Commerce and Visit West Hollywood to assess short and long term goals as part of the planning and implementation effort. c. Hold the first roundtable discussion within 60 days to jump-start the shortterm opportunities that can be put in place by second quarter d. Hold the second roundtable discussion within 90 days to jump start the planning discussion identified in Recommendation #1A. Hold additional meetings as needed. 4) Direct the Social Services Division to study and provide information for the possible implementation of a nighttime entertainment shuttle along Sunset Boulevard. 5) Direct the City Manager, the Economic Development Department and the Department of Finance and Technology Services to explore opportunities for the development of new music and/or television production and performance venues. 6) Authorize the Director of Finance and Technology Services to allocate $300,000 from unallocated reserves in the General Fund to account for costs associated with this initiative. 7) Direct staff to return with additional recommended budget allocations to accomplish the goals as set forth in this staff report, including recommended adjustments to Department budgets and work plans. BACKGROUND I ANALYSIS: The success of Sunset Strip hotels and businesses are integral to the City's economic base. Maintaining the Sunset Strip and surrounding area as a target destination for daytime, nighttime and overnight visitors must remain a priority for the City of West Hollywood. In 2011, the City Council adopted its General Plan 2035 update wherein it prioritized updating the Sunset Specific Plan to update the vision of Sunset Boulevard as a shortterm priority (1-2 years). At its meeting of February 1, 2016, the City Council provided direction to the Community Development Department on its work plan which delayed updating the Sunset Specific Plan to the first quarter of 2019 with a planned update to be completed in Page 2 of 5

3 A new effort to identify the future vision of the Sunset Strip is needed now, and can help to secure the importance of the Strip not only for the hotel businesses, but for the music, entertainment and dining businesses as well. The City must take a leadership position in this effort - not to dictate the outcome, but to guide the process and help establish the 'next big idea' for the century Sunset Strip. This item seeks to reprioritize the Sunset Strip to be acted upon during the fiscal year. The interventions described in the recommendations of this report are intended to make the Sunset Strip, walkable, approachable, and interesting from the street. Examples of some interventions that can be explored include: New and additional benches and street furniture, - Temporary parklets or temporary vending opportunities, New and additional temporary art installations, Landscaping and shade structures, Public safety efforts, - Transportation and transit efforts, Signs alerting visitors to available parking, Paving markings celebrating the sunset strip and its rich history. The Sunset Strip is celebrating its Golden Anniversary of the 1960s - 50 years of music, pop culture, and adult entertainment. As the City celebrates this milestone, we must look to the future of the music industry and technology. With the addition of several new hotels along Sunset Boulevard in the coming years and the changing music industry, the City should work to ensure that the Sunset Strip maintains its historical significance and contemporary relevance. CONFORMANCE WITH VISION 2020 AND THE GOALS OF THE WEST HOLLYWOOD GENERAL PLAN: This item is consistent with the Primary Strategic Goal(s) (PSG) and/or Ongoing Strategic Program(s) (OSP) of: OSP-3: Promote Economic Development while Maintaining Business Vitality & Diversity. OSP-8: Enhance the Cultural and Creative Life of the Community. In addition, this item is compliant with the following goal(s) of the West Hollywood General Plan: ED-7: Enhance the City as a regional, national and international destination for the entertainment, nightlife, dining and retail industries that are key to West Hollywood's fiscal health. LU-15: Maintain Sunset Boulevard as a regional, national, and international destination for entertainment, and the primary economic engine of the City. Page 3 of 5

4 EVALUATION PROCESSES: ENVIRONMENTAL SUSTAINABILITY AND HEAL TH: COMMUNITY ENGAGEMENT: OFFICE OF PRIMARY RESPONSIBILITY: COMMUNITY DEVELOPMENT DEPARTMENT FISCAL IMPACT: The Sunset Specific Plan has been slated for work in fiscal year 2019; as such, it is not currently budgeted. This item authorizes the Director of Finance & Technology Services to allocate $300,000 from unallocated reserves in the General Fund to account number for costs associated with accelerating this initiative into the current fiscal year. Additional cost estimates will be developed as part of the planning and implementation process for this initiative; these will be brought back to Council for review at a future date. AMOUNT DESCRIPTION $300,000 This item requests unallocated reserves from the General Fund. Page 4 of 5

5 Date General Fund Supplemental Appropriations Fiscal Year Description Amount Revenues 8/15/2016 Taxi Licensing Prcx:ess & Fee Reduction 9/19/2016 Building & Safety Plan Check Fees Increase Total Appropriated Revenues Approved Supplemental Expenditures 8/15/2016 Capital Reserves - Werle Building Project Budget Increase 9/19/2016 Sunset OffSite Signage Study & Pilot Digital Sign Addt'I Costs 9/19/2016 Seismic Retrofit Program Expansion 9/19/ Scx:ial Services Program Expansion Total Approved Supplemental Expenditures to Date Proposed Supplemental Expenditures 10/17/2016 Sunset Blvd Opportunities Exploration Total Proposed Supplemental Expenditures Appropriations Surplus/(Deficit) as Proposed Approved Drawdown of Reserves 8/15/2016 Capital Reserves - Werle Building Project Budget Increase Total Projected Surplus/(Deficit) after Reserves $ (256,463) $ 230,060 s (26,403) $ 1,000,000 $ 97,400 $ 230,060 $ 20,201 $ 1,347,661 $ 300,000 s 300,000 $ (1,67 4,064) $ (1.000,000} $ ( ) Page 5 of 5

Andi Lovano, Project Development Administrator~

CITY COUNCIL NEW BUSINESS APRIL 3, 2017 SUBJECT: INITIATED BY: PREPARED BY: PROPOSED FOLLOW-UP TO THE "ANALYSIS OF THE LODGING MARKET" REPORT MAYOR LAUREN MEISTER Andi Lovano, Project Development Administrator~