Oct 22, 2024 Economic Development and Opportunity Committee

HOLD ON ONE MOMENT.

LET ME JUST MAKE AN ADJUSTMENT HERE ON MY SCREEN.

COUNCILWOMAN, IT IS NOT WORKING.

IT'S, OH, I SEE IT.

YEAH, THE COMPUTER IS GREEN, SO THANK YOU.

ALRIGHT, ITEM TWO IS A RECOMMENDATION TO RECEIVE AND FILE A PRESENTATION FROM THE COMMUNITY DEVELOPMENT DEPARTMENT AND THE ECONOMIC DEVELOPMENT DEPARTMENT ON ADVER ADVERTISING OPPORTUNITIES.

PERFECT.

SO I WILL TURN THIS OVER TO YOU.

I'M EXCITED, UH, TO HEAR, UH, THIS, THIS PRESENTATION.

[2. 24-55317 Recommendation to receive and file a presentation from the Community Development Department and the Economic Development Department on advertising opportunities. Suggested Action: Approve recommendation. ]

CAN I JUST GET A SECOND, PLEASE? OH, OKAY.

FORGOT THERE'S ONLY TWO OF US, .

THANK YOU VERY MUCH FOR THAT.

SO I'M EXCITED TO HEAR THAT.

SO I'LL TURN THIS OVER TO YOU.

BE, I THINK HE NEEDS A CLICKER.

AWESOME.

TOUCH POINTS ALONG THEIR PLANNING AND BOOKING JOURNEY AS WHILE VISITING AND SPENDING MONEY AND DOING BUSINESS IN THE CITY OF LONG BEACH EACH.

BO MARTINEZ, THANK YOU, COMMITTEE CHAIR AND COMMITTEE MEMBERS.

BEAU MARTINEZ, DIRECTOR OF ECONOMIC DEVELOPMENT.

UM, WE'RE HAPPY TO PROVIDE YOU A, VIA A VERY HIGH LEVEL OVERVIEW OF ADVERTISING OPPORTUNITIES.

FURTHER, WE'VE HEARD FROM VARIOUS CITY COUNCIL MEMBERS AND PRIVATE BUSINESSES THAT THERE IS INTEREST IN LOOKING AT ADVERTISING OPPORTUNITIES THROUGHOUT THE CITY, PARTICULARLY IN DISTRICTS THAT ARE, UH, TOURIST AND VISITOR SERVING AREAS.

WE KNOW SUCH EFFORTS, UH, WOULD NEED TO BE WELL PLANNED, AS WELL AS CURATE AND DESIGNED IN A WAY THAT WAS THOUGHTFUL AND CONSIDERATIVE OF EFFECTIVE COMMUNITIES AND ENHANCES SURROUNDING, UH, NEIGHBORHOODS AS WELL AS AREAS.

POTENTIAL ADVERTISING OPPORTUNITIES COULD INCLUDE PEDESTRIAN SCALE, WAYFINDING, KIOSK, LIFEGUARD TOWERS, BILLBOARDS, AND RIGHT OF WAY, SIGNAGE, MAJOR BUILDING SIGNAGE, PARKING STRUCTURE, SIGNAGE FROM INTERIOR, AND AS WELL AS EXTERIOR AND OTHER OPPORTUNITIES LIKE GATEWAYS, ENTRYWAYS, AND EVEN, EVEN ELEVATOR SCREENS TO NAME A FEW POTENTIAL ADVERTISING BENEFITS.

THERE ARE NUMEROUS POTENTIAL BENEFITS TO THESE OPPORTUNITIES, AND MOST OBVIOUSLY, IS THE PROSPECT OF GENERATE ADDITIONAL REVENUE FOR THE CITY.

THIS IS PARTICULARLY IMPORTANT DURING AN ANTICIPATED BUDGET FOR SHORTFALLS IN NEAR FUTURE, AS WELL AS FUTURES AHEAD.

ADVERTISING SPACE IN OUR HIGH PROFILE TRAFFIC VISITOR SERVING AREAS IN HIGH TRAFFIC, HIGH, HIGH DEMAND AREAS, AS WELL AS ALONG THE WATERFRONT, IMPLEMENTING A THOUGHTFUL AND WELL-PLANNED MANNER.

MANY OF THESE ADVERTISING OPPORTUNITIES COULD PROVIDE WAY FINDING ATION OF STATE OF PEDESTRIAN PATHWAYS, AS WELL AS PROVIDE ENHANCEMENTS TO LOCAL BUSINESSES.

SCENE, THE LOCAL BUSINESS SCENE, IMPROVE VISUAL INTERESTS ALONG KEY QUARTER, AS WELL AS SAVING MESSAGES, AGREEMENTS COULD, UH, COULD BE, UH, STRUCTURED TO OFFER AFFORDABLE ADVERTISING OPPORTUNITIES FOR LOCAL BUSINESSES, ARTISTS THAT COULD ALSO ACCOMMODATE PUBLIC VALUE CONTENT PROMOTING IMPORTANCE, ANY PROGRAMS AND SERVICES AND ANNOUNCEMENTS.

AND OF COURSE, JUST AS THIS BROADLY BENEFIT OF RESIDENTS AND BUSINESS AND VISITORS IN THE COMMUNITY AT LARGE, BY PROVIDING MULTIPLE LOCATIONS AS WELL AS

[00:05:01]

NOW I'M GONNA TURN IT OVER TO, UH, CHRISTOPHER KUNZ, COMMUNITY DEVELOPMENT DIRECTOR TO COVER THE NEXT COUPLE SLIDES.

UM, THANK YOU BO, UM, VICE MAYOR AND COUNCIL MEMBERS IN DEJAS.

AND I JUST WANT TO INTRODUCE, UH, TO MY RIGHT, UH, GLEN GIA, WHO HELPED PUT THIS PRESENTATION TOGETHER AND DOES, UM, OUR PLANNING AROUND ADVERTISING AND QUEEN MARY AND SPECIAL PROJECTS.

SO HE'S BEEN A, A VALUE TO THE DEPARTMENT.

UM, SO ADVERTISING IS A IMPORTANT OPPORTUNITY FOR THE CITY.

UM, BUT WE'VE ALSO LEARNED FROM OTHER CITIES THAT IT CAN PRESENT, UM, POTENTIAL CHALLENGES.

SO THE FIRST IS LITIGATION.

UM, THIS IS AN AREA OF SIGNIFICANT LITIGATION.

THE CITY OF LOS ANGELES SPENT MORE THAN A DECADE, UM, IN LITIGATION WITH VARIOUS OUTDOOR ADVERTISING COMPANIES.

IF WE DON'T CRAFT OUR RULES CORRECTLY SUCH THAT THEY DISADVANTAGE OR ADVANTAGE ONE PARTY OR ANOTHER, UM, THAT CAN BE A POTENTIAL, UM, OUTCOME.

UM, HERE IN LONG BEACH, IF YOU, UH, DRIVE AROUND TOWN OR BIKE OR WALK OR AROUND TOWN, UM, YOU'LL SEE WE DON'T HAVE A LOT OF VISUAL CLUTTER.

WE DON'T HAVE A LOT OF BILLBOARDS THAT WASN'T ALWAYS.

SO WE'VE HAD A VERY EFFECTIVE PROGRAM WHERE WE'VE TAKEN DOWN, UM, UNATTRACTIVE STATIC BOARDS AROUND THE CITY AND TRADED THAT FOR THE RIGHT TO PUT UP BOARDS ALONG THE FREEWAY.

UM, WE WANT TO BE ABLE TO PRESERVE THAT PROGRAM AND NOT UNDERMINE THAT PROGRAM.

AND IN MANY WAYS, UM, I THINK SOME OF THE SIGNS CAN BE BEAUTIFUL AND INTERESTING AND EXCITING.

UM, OTHER PEOPLE HAVE DIFFERENT OPINIONS, SO BALANCING DIFFERENT PUBLIC CONCERNS ABOUT CLUTTER, LIGHT DISTRACTION, UM, IS ALWAYS SOMETHING THAT WE NEED TO TACKLE WHEN WE'RE THINKING ABOUT ADVERTISING OPPORTUNITIES.

UM, WHEN WE'RE TALKING ABOUT PUBLIC SPACES, OUR PARKS, OUR CONVENTION CENTERS, OUR BEACHES, UM, WE NEED TO BE, UM, JUST COGNIZANT OF WHAT COMMERCIALIZING PUBLIC SPACE LOOKS LIKE AND MAKING SURE THAT THE MESSAGES, UM, ARE CONSISTENT, UM, WITH OUR VALUES.

AND, UM, THERE CAN BE CHALLENGES, UM, WITH TECHNOLOGY AND DIFFERENT, UM, FORMS OF ELECTRONIC SIGNAGE AND JUST MAKING SURE THAT WE BALANCE ALL OF THAT CORRECTLY.

UM, WE HAVE, UH, SOME EXISTING CODES HERE IN THE CITY THAT ARE, UH, VERY NEW AND WE HAVE SOME THAT ARE VERY OLD.

SO WE HAVE TO BE ABLE TO NAVIGATE, UM, CONFLICTS WITHIN OUR PLANNING DOCUMENTS, OUR MUNICIPAL CODE, UM, MULTI-AGENCY COORDINATION.

SO WE SPEND A LOT OF TIME WORKING WITH CALTRANS AND OTHERS BECAUSE THEY HAVE CERTAIN JURISDICTION OVER ADVERTISING THAT CAN BE SEEN FROM FREEWAYS.

UM, AND WE HAVE OUR CONVENTION CENTER OPERATOR.

WE ARE SPECIAL EVENT OPERATORS, UM, AND LB TRANSIT ALL HAVE THEIR OWN ADVERTISING PROGRAMS, AND WE NEED TO BE, UM, CONSISTENT WITH ALL OF THOSE.

AND WE NEED TO LOOK OUT, UM, FOR THE CITY AND AS TAXPAYERS.

SO MAKING SURE THAT ANY, UM, ADVERTISING THAT WE DO ALLOW, UM, THAT WE GET MARKET VALUE, UH, FOR THE CITY, AND THAT IT'S THROUGH A PROPOSAL PROCESS THAT ALLOWS FOR THAT.

UM, BUT THERE ARE SOME GREAT, UM, EXAMPLES, UH, AROUND TOWN.

SO IF YOU'VE BEEN TO A FOOTBALL GAME RECENTLY, YOU'LL SEE SIGNAGE THERE IN INGLEWOOD.

THEY'VE BEEN VERY SUCCESSFUL.

THAT HAS BROUGHT IN REVENUE, UM, FOR THE CITY.

AN OLDER ONE IS KIND OF LA UM, SO THERE'S PRIVATE SIGNAGE DISTRICTS ALL OVER CITY OF LA.

UM, BUT THERE IS AN APPROVAL TO INSTALL, UM, MESSAGING AT LAX, WHICH HASN'T BEEN FULLY INSTALLED, BUT IS A GREAT OPPORTUNITY FOR THEM.

ACTUALLY WORKED ON THAT ONCE UPON A TIME WHEN I WORKED THERE.

UM, AND YOU SEE OTHER ADVERTISING IN DOWNTOWN, IN WEST, UH, LA IN WEST HOLLYWOOD, AS WELL AS IN, UH, SAN FRANCISCO.

UH, SO I'M GONNA HAND IT BACK TO BO 'CAUSE THIS IS CLEARLY NOT MY SLIDE.

OKAY, THANK YOU CHRISTOPHER FOR THAT.

UH, UH, THOSE OVERVIEW OF THE SLIDES.

UM, UM, NEXT STEPS HAVE BEEN TAKEN IN THE FI, UH, FIRST OF ALL, UM, IN THE FISCAL 25 YEAR BUDGET.

UM, THE CITY HAS ALREADY, UH, SET ASIDE SOME FUNDING, UM, TO LOOK AT HOW WE LOOK AT ADVERTISING OPPORTUNITIES THROUGHOUT THE CITY.

AND PART OF THIS PROGRAM IS TO REALLY LOOK AT IT FROM A COMPREHENSIVE, UH, PERSPECTIVE AS WELL AS A, A, A DEPARTMENT PERSPECTIVE.

SO THERE ARE A LOT OF, UH, DEPARTMENTS THAT ARE GONNA BE WORKING ON THIS INITIATIVE FROM ECONOMIC DEVELOPMENT, COMMUNITY DEVELOPMENT, AS WELL AS PUBLIC WORKS.

AS WE MOVE THESE, UH, ADVERTISING OPPORTUNITIES FORWARD, WE'LL BE LOOKING AT POTENTIAL IMPACTS AS WELL AS PATH FORWARD, AS WELL AS, UH, LOOKING AT WHAT OTHER CITIES HAS DONE AS FAR AS BEST PRACTICES AND SOME OF THE CHALLENGES AND OPPORTUNITIES THAT, UM, EACH OF THESE ADVERTISING, UH, UH, OPPORTUNITIES PRESENT TO US.

WE ALSO HAVE CONTRACT WITH, UH, ALBERT PERKINS FOR SOME ADDITIONAL CONCEPTS, BEGINNING WITH THE DESIGNS FOR AN UPDATED CONVENTION CENTER, MARQUES.

SO THAT'S, UM, SOME

[00:10:01]

OF THE THINGS THAT WE'RE GONNA BE DOING AS WE MOVE FORWARD, AS WE LOOK AT ADVANTAGE TO A CITY DRIVEN APPROACH AS OPPOSED TO A VENDOR DRIVEN APPROACH.

UM, WE ARE, UM, WE LOOKED AT, YOU KNOW, THERE'S BEEN SOME CONVERSATION AS WELL AS INTEREST FROM ON SOLICIT PROPOSALS AS WELL, NON-COMPETITIVE PILOT PROGRAMS, AND A COMPREHENSIVE DRIVEN, UH, CITY APPROACH THAT HAS SEVERAL KEY ADVANTAGES.

AND SOME OF THOSE ADVANTAGES ARE LOOKING AT HOW WE APPROACH IT FROM A BEST PRACTICES AND TO GAUGE IN A COMPETITIVE PROCESS VIA SUCH AS AN RFP PROCESS.

THIS ENCOURAGES MULTIPLE VENDORS TO SUBMIT, UH, MULTIPLE PROPOSALS, AS WELL AS FOSTERING COMPETITION TO LEAD TO BETTER, UH, PRICING AS WELL AS REVENUE OPPORTUNITIES FOR THE CITY, AS WELL AS IMPROVE, UH, SERVICE LEVELS, INNOVATION SOLUTIONS.

AS WE LOOKED, UH, AT ADVERTISING OPPORTUNITIES, THE CITY DRIVEN APPROACH REALLY PROVIDES US THE OPPORTUNITY TO UNDERSTAND AND ADDRESS THE OVERARCHING CITYWIDE NEEDS OF PRO OF A PROPOSED ADVERTISING PROGRAM.

IT PROVIDES MORE CONTROL OVER COMMUNITY OUTREACH, ENSURING PRIORITIES LIKE EQUITY AND LANGUAGE ACCESS ARE ESTABLISHED, A CITY DRIVEN EFFORT, WHILE ALSO PRIORITIZE COMPETITIVE MARKETS.

AS I MENTIONED, POTENTIAL OPERATORS AS WELL AS PRICING AND NEW REVENUE TO THE CITY, WHILE ENSURING LOCAL CONTRACTING OPPORTUNITIES ARE ALLOWING FOR GREATER CONTROL OF CONTRACTING AND OPERATIONS.

AS WE LOOK ABOUT THE NEXT STEPS, UH, STEADY STAFF HAVE WORKED HARD ON AN R FIVE FOR PEDESTRIAN SCALE WHITE FINDING KIOSK WITH A ADVERTISING COMPONENT THAT WOULD BE ALLOWABLE UNDER THE CURRENT ORDINANCE.

THIS COULD BE ISSUED SHORTLY AND WITH SOLICIT, SOLICIT INFORMATION FOR POTENTIAL PRO PROPOSAL SUCH AS SIGNAGE, DESIGN CONCEPTS, LOCATIONS, REVENUE MODELS, ADVERTISING, REGULATORY COMPLIANCE, THE METHOD OF PROGRAM MANAGEMENT AND DELIVERY, AND AWARDING A RECOMMENDATION, UH, THAT WE WOULD BRING BACK TO CITY COUNCIL FOR APPROVAL.

AND AS WE THINK ABOUT THE, UM, NEXT STEPS BEFORE IMPLEMENTATION AND ANY OF THESE OPPORTUNITIES WITH HP AS FOLLOWS, WE WOULD, UH, LOOK TO CONDUCT A STAKEHOLDER IN, UH, LISTENING SESSIONS AND INTERVIEWS, OBTAIN CITY COUNCIL FEEDBACK AND DIRECTION, UPDATE THE CITY'S MUNICIPAL CODE TO ACCOMMODATE THE COUNTER THE CONTEMPLATE ADVERTISING OPPORTUNITY PROGRAMS, AND FINALLY PREPARE AN RFP AND RFPS FOR THESE BROADER ADVERTISING OPPORTUNITIES.

I HOPE THIS PROVIDES SOME CONTEXT TO THE, UH, DISCUSSION AROUND ADVERTISING OPPORTUNITIES IN THE CITY OF LONG BEACH, AND WE'RE AVAILABLE TO PROVIDE, UH, BE ABLE FOR ANY FEEDBACK OR QUESTIONS YOU MAY HAVE AS WE MOVE THIS, UM, UM, OPPORTUNITY FORWARD.

SO WITH THAT, THAT ENDS MY PRESENTATION.

AWESOME.

THANK YOU FOR THAT PRESENTATION.

DIRECTOR, BILL MARTINEZ AND DIRECTOR KUNS.

AND IS IT KE? SAY, SAY YOUR NAME AGAIN, KE.

UM, SO BEFORE WE, UH, BEFORE WE GO TO, UM, THE COMMITTEE COMMENTS, UM, LET'S, LET ME ASK, IS THERE ANY PUBLIC COMMENT ON THIS? NO.

IF ANY MEMBERS OF THE PUBLIC WOULD LIKE TO SPEAK ON THIS ITEM, PLEASE COME TO THE PODIUM NOW.

NOON COMMITTEE CHAIR, ALLEN, COUNCILMAN ZENDEJAS, MIKE MURCHISON, UH, COMMEND STAFF FOR THE PRESENTATION.

APPRECIATE THAT.

UH, COMMENT.

AND A QUESTION, COMMENT IS, ALL OF US, I THINK IN THE ROOM ARE VERY F FAMILIAR WITH PROCUREMENT PROCESSES.

THERE ARE REASONS WHY YOU HAVE PROCUREMENT PROCESSES TO TRY TO BALANCE OUT THE PLAYING FIELD.

LONG BEACH HAS INDICATED FROM THE MAYOR ON DOWN THE IMPORTANCE OF BRINGING IN REVENUE PRIOR TO 2028.

I THINK WE ALL KNOW IN THE DOWNTOWN THAT WE'RE GONNA HAVE THE WORLD CUP IN 2026, THE SUPER BOWL IN 2027 IN INGLEWOOD AND 2028.

WE'VE GOT, I THINK IT'S EIGHT OLYMPIC GAMES THAT'LL BE HERE IN LONG BEACH.

INCREDIBLY IMPORTANT FOR US TO BE ON TOP OF OUR GAME AT THAT POINT IN TIME TO TRY TO DO AS MUCH AS WE CAN TO BE READY.

TO ME, A PROCUREMENT PROCESS AS THE DIRECTOR IS LINED OUT, IS A VERY LENGTHY PROCESS.

STAFF HAS RAISED SOME VERY VALID POINTS.

I COMMEND THEM FOR RAISING THOSE POINTS.

MY CONCERN IS THAT UNDER A PROCUREMENT PROCESS AS LAID OUT, YOU'RE LOOKING AT PROBABLY TWO YEARS DOWN THE ROAD, FROM MY PERSPECTIVE, THAT A PROCUREMENT ALL THE WAY THROUGH AWARD IMPLEMENTATION AND STARTING FROM CALL IT TODAY IS PROBABLY A TWO YEAR PROCESS, IN MY OPINION.

SO I'M CONCERNED ABOUT THE TIMELINE, IF THERE WAS A WAY TO EXPEDITE THAT TIMELINE TO MOVE IT ALONG A LOT QUICKER.

SO IT WAS ACCOMPLISHED IN 2025.

I'M ON BOARD.

UH, I DO HAVE A QUESTION OF STAFF.

UM, VICE MAYOR, IF IT'S POSSIBLE TO FIND OUT IF THERE'S A DEFINITION OF THE ADVERTISING DISTRICT, GEOGRAPHY WISE.

I THINK THE ENTERTAINMENT DISTRICT, I THINK WE ALL UNDERSTAND IS IN THE DOWNTOWN FROM BASICALLY OCEAN ALAMITOS AND THE SHORELINE AREA.

BUT HAS THERE BEEN A DEFINITION OF THE ADVERTISEMENT DISTRICT? THANK YOU.

IN TERMS OF GEOGRAPHY, UH, THANK YOU FOR THOSE COMMENTS.

UM, IS THERE ANY PUB, ANY OTHER PUBLIC COMMENT? OKAY, SEEING NONE.

UM,

[00:15:01]

COUNCILMAN, DO YOU HAVE QUESTIONS? I JUST WANTED TO SAY THANK YOU TO STAFF FOR THIS GREAT PRESENTATION.

I KNOW IT'S BEEN A WHILE IN, IN COMING AND WE'VE BEEN LOOKING FORWARD TO HEARING THIS PRESENTATION.

I THINK THAT, UM, THIS, YOU KNOW, UH, AFFECTING THE CITY AS A WHOLE IS IMPORTANT, BUT I ESPECIALLY HAVE INTEREST IN THIS, UH, BEING THE ONE THAT REPRESENTS THE DOWNTOWN AREA AND BEING THE ONE THAT REPRESENTS, UM, THE CHAIR FOR THE ACT COMMITTEE.

AND SO I'M REALLY THANKFUL FOR THIS PRESENTATION AND LOOK FORWARD TO WORKING WITH STAFF AND HEARING MORE AS WE DEVELOP THIS GOING FORWARD.

THANK YOU, VICE MAYOR.

ALRIGHT, THANK YOU, COUNCILWOMAN.

SO, UM, YEAH, I DO APPRECIATE THE PRESENTATION.

THERE'S A LOT OF, UH, A LOT OF STUFF HERE.

UM, SO LET ME START, UM, WITH SOME QUESTIONS.

SO ON SLIDE THREE, YOU TALK ABOUT OPPORTUNITIES FOR LOCAL BUSINESSES.

WHAT OPPORTUNITIES, UM, ARE, ARE YOU, UH, REFERRING TO IN, IN THIS, IN, HOW DO YOU FORESEE THIS BEING A BENEFIT TO LOCAL BUSINESSES? YEAH, WE TRULY SEE THIS AS A PUBLIC PRIVATE PARTNERSHIP, NOT ONLY BETWEEN THE CITY, BUT ALSO A, A, A PROPOSED VENDOR THAT WE WOULD SELECT TO DO OUTDOOR, I MEAN ADVERTISING OPPORTUNITIES THROUGHOUT THE CITY, OUR SELECTED AREAS.

AND WHEN WE THINK ABOUT LOCAL BUSINESSES, I THINK THERE MAY BE SOME OPPORTUNITY TO PARTNER WITH THEM TO PROVIDE, UM, A LOWER COST ADVERTISING OPPORTUNITY TO PROMOTE THEIR BUSINESSES AS WELL AS WORK WITH OUR BUSINESS IMPROVEMENT DISTRICTS, FOR EXAMPLE, TO MAYBE, UH, A, UM, ADVERTISE AS WELL AS MARKET, UH, MORE BUSINESSES, ESPECIALLY OUR LOCAL BUSINESS ON AS A WHOLE.

ALL RIGHT.

GREAT.

UM, SO, YOU KNOW, I, I KNOW THAT, UM, FROM MY EXPERIENCE AS A PREVIOUS MARKETING AND ADVERTISING, UH, EXECUTIVE, I, I KNOW, UM, IN THE PAST, PAST COUNCILS HAVEN'T BEEN REALLY, UH, UH, FOND OF ADVERTISING, BUT I THINK WE'RE IN A DIFFERENT PLACE NOW WITH THIS COUNCIL.

UM, WE ARE REALLY CHALLENGED WITH THE LOSS OF, OF REVENUE FROM OUR OIL REVENUE.

AND, AND I KNOW THIS, UH, COMMITTEE SPECIFICALLY ARE LOOKING AT WAYS THAT WE CAN, UM, GENERATE, UH, REVENUE, UH, FOR THE CITY.

UM, SO THIS IS ONE OF THESE THINGS THAT WE, WE DO FEEL THAT WOULD BE A BENEFIT WITH REGARDS TO REVENUE.

UM, I ALSO THINK THAT WE HAVE TO CRAFT THIS CAREFULLY.

UM, 'CAUSE YOU KNOW, WE DON'T WANNA SPEND, UH, YEARS IN, UH, IN LITIGATION, UM, IF WE DO SOMETHING WRONG.

BUT AT THE SAME TIME, YOU KNOW, I DID, UH, MR. SEN DID MAKE A COMMENT ABOUT THE, THE TIMING.

UM, IT, IT DOES SEEM LIKE THIS IS EVEN, EVEN TO GET TO THIS POINT, UH, WITH THE PRESENTATION, IT'S BEEN, IT'S BEEN A LITTLE WHILE.

SO, UM, I DON'T KNOW WHO PROBABLY YOU, MR. KOONZ, UH, DIRECTOR KOONZ WANTS TO TALK ON THIS.

LIKE, SO HOW, HOW LONG IS THIS GONNA TAKE? IS THIS ANOTHER THREE YEAR PROCESS? I KNOW, AND THEN ALSO I WANNA TALK ABOUT THE TIMING.

AND I ALSO WANT YOU TO, I KNOW WE HAVE TO MAKE SOME CODE CHANGES, UH, WELL 'CAUSE IN 1996, I THINK SOME OF THAT, IF YOU CAN SPEAK ON THE 1996 ADVERTISING POLICIES AND WHAT NEEDS TO BE CHANGED, UM, BECAUSE ONE OF THE THINGS, UM, SO I HAVE THOSE TWO QUESTIONS, BUT JUST ALSO, UH, JUST A THOUGHT, YOU KNOW, I WONDER IF IT DOESN'T, YOU KNOW, IF WE DO GO OUT TO RFP, IF WE JUST DON'T DO PART OF THAT RFP IS, UH, YOU KNOW, WE CAN'T, UH, START ANY OF THESE PROGRAMS UNTIL THE MUNICIPAL CODE HAS BEEN CHANGED AS OPPOSED TO DOING A MUNICIPAL CODE THING GOING OUT TO R FRP.

I DON'T KNOW, BUT I'D LIKE TO HEAR YOUR THOUGHTS ON THAT.

ADVERTISING MEETS CERTAIN SET CRITERIA, AND IT GETS A SIGNATURE FROM BO AND IT GETS A SIGNATURE FROM ME, AND THEN IT GETS A FINAL SIGNATURE FROM TOM.

SO, UM, I'LL TRY TO GET TO ALL OF THAT AND YOU LET ME KNOW IF I MISS ANYTHING VICE MAYOR.

SO, UH, WE'RE NOT LOOKING AT THREE YEARS, BUT AS YOU KNOW, NOTHING HAPPENS OVERNIGHT HERE.

SO I MEAN, MY GOAL WOULD BE TO GET THROUGH A PROCESS OVER THE COURSE OF 12 MONTHS.

UM, AND THEN, UM, IN TERMS OF THE ADVERTISING POLICY, SO THE MUNICIPAL CODE, UM, DOES SPEAK TO, UM, ADVERTISE OFFSITE ADVERTISING ON PUBLIC PROPERTY IS DIFFERENT THAN ON PRIVATE PROPERTY.

SO CURRENTLY IT'S PROHIBITED ON PRIVATE PROPERTY EXCEPT CERTAIN, UM, EXCEPTIONS FOR ELECTRONIC BILLBOARDS.

BUT ON PUBLIC PROPERTY, IT DOES ALLOW FOR ADVERTISING IN, UM, PUBLIC RIGHT OF WAY ON PUBLIC PROPERTIES IF APPROVED BY A COMMITTEE OF THE CITY LAID OUT IN A 1996 POLICY.

AND WHAT THE MUNICIPAL CODE JUST REFERENCES.

IS THE POLICY ADOPTED IN 1996 OR UPDATED THEREAFTER? WELL, WE DIDN'T DO THE UPDATING PART.

SO THAT, UM, DOES NEED TO BE UPDATED.

THAT'S A PROCESS THAT WOULD HAPPEN WITH STAFF AND THE CITY ATTORNEY, UM, AND THE CITY MANAGER.

AND THAT'S SOMETHING THAT WOULD HAPPEN, UH, OVER THE COURSE OF MONTHS, BUT NOT OVER THE COURSE OF YEARS.

RIGHT.

SO, UM, THAT LAYS OUT THE APPROVAL PROCESS.

UH, IT'S A VERY CUMBERSOME, UM, PROCESS AS CURRENTLY LAID OUT IN THE POLICY.

WE THINK WE CAN HAVE SOMETHING THAT'S MUCH MORE STREAMLINED, PERHAPS

[00:20:01]

THAT'S JUST, YOU KNOW, ONE, UM, POTENTIAL, UM, REVISION TO THAT, OR WE HAVE TO GO THROUGH THE PROCESS.

SO THAT WOULD HAPPEN OVER MONTHS, NOT YEARS.

UM, BUT THAT'S THE ADVERTISING POLICY THAT'S REFERENCED IN THE MUNICIPAL CODE.

AND THEN DO YOU, UH, WILL IT BE AN OUTSIDE VENDOR HANDLING ALL THE ADVERTISING? ARE WE SOMETHING THAT YOU'LL HANDLE, UH, IN-HOUSE? SO THAT'S KIND OF TO BE DETERMINED.

THERE'S DIFFERENT KINDS OF ADVERTISING THROUGHOUT THE CITY.

SO, YOU KNOW, ONE OF THE PUBLIC COMMENTS WAS LIKE, WHAT'S THE, THE MAP? I DON'T HAVE A MAP, BUT IT WOULDN'T BE JUST THE ENTERTAINMENT DISTRICT.

'CAUSE FOR EXAMPLE, THAT DOESN'T INCLUDE AREAS SOUTH OF OCEAN.

UM, BUT IT DEPENDS, YOU KNOW, A SPONSORSHIP AT A CITY PARK THAT IS IMPORTANT, BUT MAYBE NOT HIGH DOLLAR VALUE, I THINK COULD MAYBE DONE BY, UH, INTERNAL STAFF, UM, NEGOTIATING, YOU KNOW, REVENUE IN THE MILLIONS OF DOLLARS FOR RIGHTS ON CITY BUILDINGS OR PARKING STRUCTURES.

UM, I WOULD ANTICIPATE THAT WE WOULD USE AT LEAST THE ASSISTANCE OF AN OUTSIDE VENDOR TO MAKE SURE THAT, UM, WE ARE APPRAISING THE VALUE OF THAT ADVERTISING CORRECTLY AND GETTING THE BEST POSSIBLE DEAL THAT WE CAN FOR, FOR THE TAXPAYERS.

YEAH.

SO, UM, I KNOW, UM, SO LONG BEACH TRANSIT USES FOR ALL THEIR BILLBOARDS ON THEIR, UM, ON THEIR BUSES, LIKE OUTDOOR, I BELIEVE IS, IS WHO THEY'RE USING.

SO, UM, DO THEY, ARE THEY DOING LIKE THE SAME THING THAT WE'RE LOOKING AT SOME TYPE OF SPLIT MODEL? OR IS THAT SOMETHING THAT WE ARE GONNA TRY TO YEAH, SO I DO, I, I SIT AS THE CITY REP, UH, ON THE LP TRANSIT BOARD.

SO THAT IS THE CURRENT ARRANGEMENT.

I THINK LP TRANSIT IS LOOKING AT HOW THEY CAN INCREASE, UM, REVENUE, UM, BOTH ON THE BUSES BUT ALSO AT BUS SHELTERS AND OTHER LOCATIONS.

UM, SO THAT HAS NOT BEEN, UH, HOW TO DO THAT HAS NOT BEEN DETERMINED AND MAY BE SUBJECT TO A FUTURE PROCUREMENT, BUT, UM, THAT'S NOT, UH, SET IN STONE TODAY.

UM, AND THEN ON SITE SEVEN YOU DO TALK ABOUT THE, UM, SPECIAL ADVERTISING DISTRICT.

SO, UM, SO IT SOUNDS LIKE WHAT, UM, YOU, THAT YOU SAID THAT THE GEOGRAPHY OF THE ADVERTISING DISTRICT HAS NOT YET BEEN DETERMINED.

AND, UM, AND SO IT SOUNDS LIKE THAT, UM, SO JUST CORRECT ME IF I, IF I'M, IF I'M MISSPEAKING AND THAT YOU'RE WORKING ON A BROAD, UH, PROGRAM.

SO AS PART OF WORKING ON THE BROADER PROGRAM, IS THAT THE DEFINING WHAT THE GEOGRAPHY IS AND DEFINING LIKE WHAT ELSE? YEAH, SO THAT'S DEFINING THE GEOGRAPHY, BUT ALSO DEFINING WHAT IS AVAILABLE FOR ADVERTISING AND WHAT ISN'T.

IS THE SITE OF CITY BUILDINGS AVAILABLE OR IS IT NOT? IS THE EXTERIOR OR PARKING STRUCTURES IS THE INTERIOR OF THE PARKING STRUCTURES.

UM, AND OUR FOCUS REALLY IS DOWNTOWN, BUT WE'VE ALSO HEARD FROM, UH, DR.

SORROW'S NOT HERE TODAY, SO I FEEL WEIRD SPEAKING FOR HER, BUT, UH, A REQUEST TO MAKE SURE THAT OTHER PARTS OF THE CITY ARE NOT LEFT BEHIND OR EXCLUDED AND THAT THERE'D BE OPPORTUNITIES IN HER DISTRICT AND IN OTHER PARTS OF THE CITY.

SO WE'RE TRYING TO FIGURE THAT ALL OUT.

THE, THE HIGHEST POTENTIAL DOLLAR VALUE IS CERTAINLY IN DOWNTOWN, BUT I DON'T THINK, WE'RE ONLY LOOKING AT DOWNTOWN.

SO THAT'S ALL PART OF THE WORK THAT'S AHEAD OF US.

THE, THE, THE TIME THAT LEGAL'S GONNA TAKE OR THE CITY ATTORNEY'S GONNA TAKE TO, TO FIX THE, UM, NO, ALL OF THAT WORK WOULD HAPPEN SIMULTANEOUSLY.

AND THEN, UM, SO THE AIRPORT, I KNOW THAT THERE'S ALREADY, UM, ADVERTISING GOING ON IN AT THE AIRPORT, RIGHT? YOU SEE, YOU SEE, UH, HOTELS AND CITY RESTAURANTS AND THINGS LIKE THAT.

SO, UM, SO HAS, SO OBVIOUSLY ON, AND I KNOW THERE'S AN ISSUE ABOUT ADVERTISING ON CITY PROPERTY, BUT WE'VE KIND OF ALREADY WORKED OUT SOME ARRANGEMENTS THERE.

LIKE HOW IS THAT, HOW IS THAT ANY DIFFERENT FROM ANY OTHER CITY PROPERTIES THAT WE MIGHT WANNA ADVERTISE ON? UM, I'M NOT SURE EVERYTHING, UH, WE'RE DOING AT THE AIRPORT IS PERFECT, BUT A LOT OF THAT ADVERTISING YOU SEE, YOU ONLY SEE WHEN YOU'RE AT THE AIRPORT.

IT'S NOT SORT OF VISIBLE FROM OUTSIDE, UM, PROPERTIES.

SO IT'S KIND OF THAT PUBLIC PRIVATE DISTINCTION, WHICH I REALIZE IT'S CITY OWNED, BUT YOU ARE SORT OF ON A PRIVATE SPACE WHEN YOU'RE LOOKING AT A LOT OF THAT ADVERTISING.

AND THEN WHEN THEY DO SPONSORSHIPS, LIKE THEY JUST HAD THE FESTIVAL FLIGHT ON SATURDAY, THAT ACTUALLY DOES GO TO THE ADVERTISING GROUP AND IT, IT GETS REVIEWED, UM, FOR THOSE KIND OF SPONSORSHIPS.

SO WE HAVE TO, UM, AS WE UPDATE THE POLICY, WE NEED TO MAKE SURE WE GET IT CORRECT FOR THE AIRPORT AS WELL.

YEAH.

UM, AND, AND THAT'S, SO YEAH, THAT'S GREAT.

AND THAT MAKES SENSE.

UM, 'CAUSE IT ISN'T VISIBLE FROM THE, UM, FROM THE STREET, BUT, BUT NEVERTHELESS, I GET WE DO HAVE THAT ABOUT THE, THE, UH, THE, UH, BEING ADVERTISING ON CITY PROPERTY.

AND THEN, UM, SO YOU SAID THAT A, A YEAR THAT YOU WERE THINKING IT'LL BE A PROCESS, BUT THAT DOESN'T INCLUDE

[00:25:01]

RATHER THAN, THAN IN SERIAL.

AWESOME.

WELL, THAT'S GREAT NEWS.

UM, AND THEN, UM, ON ON ON YOUR NEXT STEP SLIDE, UM, YOU HAVE, UH, I KNOW WE'VE TALKED ABOUT THIS, BUT YOU HAVE THE RFI FOR THE WAY FINDING THAT'S COMING OUT.

SO, UM, THERE WASN'T ANY DATES ON YOUR NEXT STEPS.

SO, UM, IF YOU DO, IF YOU DO HAVE, IF YOU CAN GIVE ME JUST SOME, SOME ROUGH TIMELINES ON, ON SOME OF THESE, SO LIKE WHEN THAT RFI WAYFINDING MIGHT BE COMING OUT.

YEAH, SO, UM, UM, UH, CHAIR ALLEN, UM, SO WE ARE WORKING ON FINALIZING THAT RFI AND ADDING SOME LANGUAGE IN THERE AS WE LOOK AT THE OVERALL ADVER ADVERTISING OPPORTUNITIES.

IT RELATES TO PEDESTRIAN SCALED, UH, WAY FINDING AS WELL AS, UH, ADVERTISING OPERATIONS THROUGHOUT THE CITY.

UM, THAT'S SOMETHING WE'LL PROBABLY BE LOOKING TO GET OUT IN THE NEXT 30 DAYS AND WORKING VERY CLOSELY WITH THE CITY TURN IT OFFICE TO MAKE SURE THAT ALL THE LANGUAGE IS IN PLACE AND THAT WE'RE MOVING FORWARD, UH, WITH THAT RFI.

ALRIGHT, WELL, UM, THAT WAS, UM, THANK YOU VERY MUCH.

UM, THAT WAS ALL THE QUESTIONS THAT I HAVE.

LET ME JUST MAKE SURE THAT, UM, OKAY.

COUNCILMAN ZENDEJAS.

UM, ONE MORE QUESTION REALLY QUICKLY, UM, THAT I WAS HOPING TO ASK WAS, UM, IT, YOU KNOW, OTHER CITIES ARE ALSO DOING THIS, UM, AND I, YOU KNOW, OBVIOUSLY WE WANT TO DO THIS SO THAT WE LIMIT OUR LIABILITY AND THAT WE DON'T GET STUCK, UH, WITH LITIGATION.

UM, ONE OF THE THINGS THAT I WAS WONDERING IS, DO YOU HAVE ANY EXAMPLES LIKE WHAT LA DID THAT WE SHOULD DEFINITELY NOT DO, UM, THAT HAS HELD THEM IN, UM, LITIGATION? YEAH, SO I THINK HINDSIGHT BEING 2020, THE WAY LA WROTE THEIR RULES WERE MORE ADVANTAGEOUS TO SOME OUTDOOR ADVERTISING COMPANIES THAN OTHERS.

AND, UM, THEY SORT OF MIXED AND MINGLED PUBLIC PROPERTY AND PRIVATE PROPERTY ADVERTISING.

SO THEY CREATED WHAT ARE CALLED SIGNAGE DISTRICTS, WHICH WERE MEANT FOR PRIVATE PROPERTY, BUT THEN ATTEMPTED TO SELL RIGHTS ON THE CONVENTION CENTER, WHICH IS PUBLIC PROPERTY AS, AND THEN AN OUTDOOR ADVERTISING COMPANY THAT WASN'T ABLE TO BID ON THAT, FILED A LAWSUIT AGAINST THE CITY.

AND, AND THERE'S BEEN A LOT OF BACK AND FORTH.

SO, I MEAN, I THINK IT WAS ALL WELL INTENTIONED, BUT, UM, I THINK WE WANT TO STEER CLEAR OF PICKING WINNERS AND LOSERS AND WANT TO JUST HAVE KIND OF CLEAR RULES OF THE ROAD AND WE REALLY WANT TO TREAT PUBLIC PROPERTY DIFFERENTLY THAN PRIVATE PROPERTY AND NOT INTERMIX THE TWO WOULD BE MY, MY SUGGESTIONS FOR THE COUNCIL.

THANK YOU, THAT'S VERY HELPFUL.

UM, ALSO, UM, AS BEING LONG BEACH AND BEING A TOURISM UM, HUB, WE PROBABLY ALSO WANT TO INCLUDE OTHER LANGUAGES AND ADVERTISING.

UM, I DIDN'T SEE THAT IN THE PRESENTATION, BUT I'M HOPEFUL THAT THAT'S ALSO, UM, SOMETHING THAT WE ARE CONSIDERING IS THAT, SO, UM, COUNCIL MEMBER ZEN HASAM.

THAT'LL BE SOMETHING WE'LL BE LOOKING AT FROM A MULTILINGUAL PERSPECTIVE AS, AS WELL AS, AS WELL AS OTHER, UM, MAKING SURE THAT OTHER ACCESSIBILITY IS, UM, OFFERED AS WE GO OUT AND LOOK AT ALL THESE ADVERTISING OPPORTUNITIES THROUGHOUT THE CITY.

AND I JUST WANNA FOLLOW UP, JUST WANNA MAKE SURE, YOU KNOW, WHEN YOU'RE, WHEN YOU'RE, UM, GOING OUT AND SELLING ADVERTISEMENT ON CITY PROPERTY, UM, IT'S, IT'S HARD TO BE MULTILINGUAL, YOU KNOW, AND SO IT'S A BILLBOARD AND SO YOU CAN'T PUT, YOU KNOW, A BILLBOARD, YOU CAN'T PUT ALL THESE DIFFERENT LANGUAGES.

SO JUST UNDERSTANDING TOO, LIKE WHAT THE, WHAT THE PRIVATE SECTOR IS WILLING TO ABSORB AND WILLING TO DO.

UH, IF IT'S A FLYER, I CAN SEE IT GOING IN A LOT OF PLACES, BUT WHEN YOU'RE CREATING A BILLBOARD, UM, THAT'S NOT ALWAYS NECESSARILY, UH, POSSIBLE.

SO I JUST WANNA MAKE SURE THAT WE'RE MANAGING EXPECTATIONS.

AND THEN ALSO, UM, AND I THANK YOU FOR, UM, UM, COUNCILMAN Z TALKING ABOUT THE LIABILITY AND I'M SURE IT SEEMS LIKE THAT OUR CITY ATTORNEY IS REALLY ON THIS.

I FEEL LIKE EVEN, EVEN, UM, THE TIME THAT IT'S TAKEN TO GET HERE, I FEEL LIKE THAT YOU GET, EVERYONE'S BEING REALLY CAREFUL WITH THIS.

I THINK THAT WE DON'T WANT TO GET IN ANY, UH, UH, LEGAL TROUBLE.

AND SO I FEEL LIKE OUR CITY ATTORNEY IS, IS GONNA WALK US THROUGH EVERY STEP OF THE WAY AS WELL AS YOUR DEPARTMENTS TO MAKE SURE THAT WE DON'T, UM, OPEN OURSELVES UP TO ANY, ANY, UH, ANY LIABILITY.

SO, OKAY.

ALRIGHT.

UM, ANYTHING ELSE? NO.

ALRIGHT.

SO, UM, THAT IS, UH, THAT IS, UM, THAT IS IT ON THIS.

SO CAN I HAVE WE HAVE A MOTION AND A SECOND.

SO CAN WE, UM, UH, UH, UH, CAN WE VOTE

[00:30:08]

AND THEN, UM, CAN WE KINDLY GO TO ITEM NUMBER THREE? ITEM THREE IS A RECOMMENDATION TO RECEIVE AND FILE A PRESENTATION ON LIFEGUARD TOWER ADVERTISING FROM INTERSTATE OUTDOOR ADVERTISING LP.

[3. 24-55318 Recommendation to receive and file a presentation on Lifeguard Tower advertising from Interstate Outdoor Advertising, L.P. Suggested Action: Approve recommendation. ]

I HAVE A MOTION AND A SECOND THANK YOU.

FROM MARY.

ALRIGHT, GREAT.

UM, SO WE HAVE A, UH, A PRESENTATION AND SO I'M GONNA, UH, TURN THIS OVER, UM, TO INTER INTERSTATE OUTDOOR ADVERTISING.

AND DO YOU NEED, UH, A CLICKER? NO, I'LL BE FINE.

UH, GOOD AFTERNOON, COMMITTEE CHAIR, ALLEN AND COMMITTEE WOMEN'S END DAY, US.

UM, UH, I'M JEFF GERBER.

I'M THE PRESIDENT OF BUSINESS DEVELOPMENT PRESIDENT FOR BUSINESS DEVELOPMENT OF INTERSTATE OUTDOOR ADVERTISING, AND ALSO AS CHIEF OPERATING OFFICER.

UM, I'D LIKE TO THANK THE COMMITTEE, UH, FOR THE OPPORTUNITY TO MAKE THIS PRESENTATION, UH, REGARDING ADVERTISING ON THE LONG BEACH LIFEGUARD TOWERS, UH, THAT WILL BE A SUBSTANTIAL, UH, REVENUE GENERATOR FOR THE CITY OF LONG BEACH.

UH, BEFORE GOING INTO THE DETAILS OF THE PRESENTATION, I THOUGHT IT WOULD BE HELPFUL, UH, TO GIVE YOU SOME BACKGROUND REGARDING INTERSTATE.

UM, ALTHOUGH OUR HOME BASE IS IN CHERRY HILL, NEW JERSEY, UH, OUR REACH IS NATIONAL WITH OVER 1400 DISPLAYS IN NEW JERSEY, NEW YORK, PENNSYLVANIA, UH, MASSACHUSETTS, ILLINOIS, INDIANA, UH, AND CALIFORNIA.

AND WE HAVE ONGOING NEW DEVELOPMENT PROJECTS IN MARYLAND, MINNESOTA, AND FLORIDA.

WE'VE BEEN IN BUSINESS SINCE 1984.

WE HAVE OVER 60 EMPLOYEES, AND I'VE BEEN WITH THE COMPANY FOR ALMOST 24 YEARS.

UH, SO NOW ON TO THE PRESENTATION.

UM, THIS PROJECT, UH, THIS PROPOSED PROJECT INVOLVES ADVERTISING DISPLAYS ON THE SIDES OF LIFEGUARD TOWERS OWNED AND OPERATED, UH, BY THE CITY, I'M SORRY, BY THE LONG BEACH FIRE DEPARTMENT.

THE ADVERTISING DISPLAYS HAVE THE POTENTIAL TO GENERATE 50 TO $100,000 PER YEAR OR MORE FOR THE CITY OF LONG BEACH.

THE PROGRAM WILL NOT RESULT IN ANY COSTS OR EXPENSES TO THE CITY OF LONG BEACH.

ALL COSTS WOULD BE THE RESPONSIBILITY OF INTERSTATE.

NOW, LONG BEACH HAS RIGHT NOW 25 LIFEGUARD TOWERS AND IS LOOKING TO EXPAND THAT NUMBER TO 30.

UH, OUR PROPOSAL INVOLVES PLACING, UH, FOUR FOOT HIGH BY FIVE FOOT WIDE STATIC DISPLAYS ON EACH SIDE OF EACH TOWER.

SO WITH THE CURRENT 25 TOWERS, UH, THERE WOULD BE 50 DISPLAYS.

UH, THE DISPLAYS WOULD BE, UM, ON THE TOWERS FROM MEMORIAL DAY UNTIL LABOR DAY DURING THE BUSIEST BEACH TIMES.

AND IF WE CAN GO TO THE NEXT SLIDE, PLEASE.

I CAN SHOW YOU AN EXAMPLE OF WHAT IT WOULD LOOK LIKE.

THIS IS A TYPICAL, UH, LONG BEACH LIFEGUARD TOWER.

UM, AND THAT DISPLAY IS A FOUR FOOT HIGH BY FIVE FOOT WIDE DISPLAY.

IT'S A STACK DISPLAY.

IT'S, THIS MESSAGE IN PARTICULAR IS A, UH, PUBLIC SERVICE MA MESSAGE FOR LONG, FOR LONG BEACH PRIDE.

UH, COULD YOU PLEASE GO TO THE NEXT SLIDE? THIS IS THE OTHER SIDE OF THE TOWER.

THIS, UH, HAS A COMMERCIAL AD, IT'S YETI.

UM, YETI HAS BEEN A BIG ADVERTISER WITH US IN CONNECTION WITH THE LOS ANGELES COUNTY FIRE DEPARTMENT LIFEGUARD TOWER ADVERTISING PROGRAM THAT WE HAVE.

AND I'LL GO INTO THAT PROGRAM IN A BIT.

UH, NEXT SLIDE PLEASE.

UH, I'M SORRY, BACK UP.

I'M SORRY.

UM, THIS NEXT SLIDE, THIS WAS A PUBLIC SERVICE, UM, MESSAGE THAT WAS DONE BY LOS ANGELES COUNTY.

IT WAS LA VERSUS HAY.

IT WAS A VERY, VERY POPULAR PROGRAM.

WE DID IT LAST YEAR AND WE DID IT AGAIN THIS YEAR.

UM, AND TALKING ABOUT ADVERTISING COPY, ALL ADVERTISING COPY UNDER THIS PROPOSED PROGRAM WOULD BE REVIEWED BY LONG BEACH PRIOR TO IT GOING OUT.

UH, IF YOU COULD GO TO THE NEXT SLIDE, PLEASE.

OPERATED BY THE LOS ANGELES COUNTY FIRE DEPARTMENT.

THESE, THESE ARE, UM, EXAMPLES OF WHAT WE'RE DOING WITH THE LOS ANGELES COUNTY LIFEGUARD TOWER ADVERTISING PROGRAM.

UH, THE LA COUNTY, UH, LIFEGUARD TOWERS ARE A BIT DIFFERENT, UH, IN TERMS OF THE MATERIAL THEY'RE MADE OUT OF WOOD AS OPPOSED TO THE, TO THE TYPE USED, UH, ON LONG BEACH.

BUT THE FOUR FOOT HIGH BY FIVE FOOT WIDE, UH, STATIC DISPLAY, UH, WORKS JUST AS WELL WITH THE LA COUNTY TOWERS AS IT WOULD WITH THE LONG BEACH TOWERS.

UM, AND ESSENTIALLY WHAT WE ARE PROPOSING FOR LONG BEACH IS A, IS A PROGRAM THAT IS IDENTICAL TO WHAT WE'RE DOING, UH, WITH THE LIFEGUARD TOWERS OWNED AND

[00:35:01]

UM, WE HAVE OVER 125 LIFEGUARD TOWERS WITH LA COUNTY INVOLVING OVER 250 DISPLAYS.

UM, IF WE CAN GO NEXT SLIDE, PLEASE.

UM, THAT'S A MAP OF ALL THE DISPLAYS WE HAVE.

THEY, THEY RUN FROM ZUMA BEACH ALL THE WAY DOWN TO CABRILLO BEACH.

UM, IT HAS BEEN, UM, A VERY SUCCESSFUL PROGRAM, UH, WITH LA COUNTY.

UH, NEXT SLIDE PLEASE.

AND THIS IS JUST ONE OTHER EXAMPLE OF THE TYPE OF ADVERTISING THAT WE HAVE.

UH, THIS IS ANOTHER LA COUNTY EXAMPLE.

IT'S, UH, ELF SKIN, OBVIOUSLY, UH, SUNTAN LOTION FOR THE BEACH.

VERY APPROPRIATE TYPE OF ADVERTISING, TYPICAL THE TYPE OF ADVERTISING THAT YOU'LL SEE ON THIS TYPE OF PROGRAM.

UM, TO OUR KNOWLEDGE, UH, WE ARE THE ONLY COMPANY IN THE COUNTRY THAT IS INVOLVED IN ADVERTISING DISPLAYS ON THE SIZE OF LIFEGUARD TOWERS.

UM, AND IN WITH REGARDS TO LONG BEACH, UH, WE HAVE REALLY DONE A LOT OF GOVERNMENT OUTREACH, UM, IN CONNECTION WITH THIS PROPOSED PROGRAM.

UH, WE HAVE MET WITH, UH, COUNCILWOMAN CHRISTINA DUGGAN, UH, WHOSE DISTRICT, UH, CONTAINS THE MAJORITY OF THE LONG BEACH LIFEGUARD TOWERS, AND SHE'S BEEN VERY SUPPORTIVE OF THE PROGRAM.

UH, I HAVE ALSO, UH, MET IN PERSON OR VIRTUALLY WITH MOST OF COUNCIL MEMBERS REGARDING THIS PROGRAM AND ALL HAVE BEEN VERY SUPPORTIVE OF IT.

IN ADDITION, UH, WE HAVE MET WITH THE LONG BEACH FIRE DEPARTMENT AND THE FIRE SAFETY BUREAU, AND THEY ALSO HAVE BEEN VERY SUPPORTIVE OF THIS PROGRAM.

UM, AND WHAT WE'RE TRYING TO DO IS, YOU KNOW, WE'VE, WE'VE BEEN FOR THREE YEARS OPERATING WITH LOS ANGELES COUNTY SUCCESSFULLY.

WE'RE LOOKING TOWARD THE OPPORTUNITY OF WORKING WITH LONG BEACH.

WE ARE GOING DOWN THE COAST, UH, SEAL BEACH, UH, AND HEININGTON BEACH OR OTHER TWO OTHER MUNICIPALITIES THAT WE ARE LOOKING FORWARD TO EXPAND THIS PROGRAM.

AND BY DOING THAT, BY INCREASING THE NUMBER OF LIFEGUARD TOWERS IN THE PROGRAM AND THE SCOPE, GOING FROM ZUMA BEACH DOWN TO HEDON BEACH, YOU START TO GET A CRITICAL MASS WHERE THE LARGE NUMBER OF TOWERS BECOMES REALLY ATTRACTIVE TO VERY LARGE NATIONAL ADVER NATIONAL ADVERTISERS, LIKE A GEICO WHERE THEY'LL PAY A PREMIUM, UH, FOR THE ADVERTISING.

SO THE 50 TO $100,000 NUMBER I MENTIONED EARLIER FOR LONG BEACH, UH, IS VERY WELL CONSERVATIVE ONE, PARTICULARLY IF WE'RE ABLE TO STRING THESE, THESE TOWNS ALONG, UH, AND HAVE ONE BIG PROGRAM THAT WOULD REALLY BE EXCITING FOR A NATIONAL ADVERTISER.

UM, HOWEVER, UM, AND I THINK THERE WAS SOME DISCUSSION IN THE PRIOR PRESENTATION, THERE ARE SOME REGULATORY MATTERS THAT NEED TO BE ADDRESSED IN CONNECTION WITH AN ADVERTISING PROGRAM.

UH, AND, UM, AND CITY OF LONG BEACH IS NO DIFFERENT.

UH, THERE'S THE QUESTION OF RFPS, UH, AND THERE IS NO REQUIREMENT IN LONG BEACH FOR AN RFP PROCESS TO IMPLEMENT THE PROGRAM THAT WE'RE PROPOSING.

THE CITY CAN ENTER INTO AGREEMENTS FOR ADVERTISING ON CITY OWNED PROPERTY UNDER THE CITY'S, UH, FRANCHISE CITY CHARTER'S FRANCHISE PROVISIONS THAT DO NOT REQUIRE A BIDDING PROCESS.

ACCORDINGLY, THE CITY CAN, IF IT WANTS, MOVE FORWARD QUICKLY WITH THIS PROGRAM TO GENERATE MUCH NEEDED REVENUE.

AND I WOULD NOTE, UH, TO THE COMMITTEE THAT A TIMING IS IMPORTANT HERE.

UH, THE PRO, BECAUSE THE PROGRAM PRIMARILY RUNS FROM MEMORIAL DAY TO LABOR DAY, THE ADVERTISING SALES FOR SUCH A PROGRAM TYPICALLY TAKE PLACE FROM FEBRUARY UNTIL EARLY MAY.

SO IT'S IMPORTANT TO HAVE AN AGREEMENT IN PLACE EARLY IN THE SPRING SEASON IF YOU'RE GONNA BE ABLE TO HAVE MEANINGFUL ADVERTISING SALES FOR A PROGRAM TO OPERATE DURING THE SUMMER.

SO THERE IS CERTAINLY A TIMING ISSUE IF, IF, IF THE CITY WANTED TO GET THIS PROGRAM UP AND RUNNING FOR THE, UH, 2025 SUMMER SEASON.

UM, ANOTHER, UH, REGULATORY MATTER IS THE CALIFORNIA COASTAL COMMISSION.

UM, CERTAINLY ANY PROJECTS NEAR THE WATER TEND TO INVOLVE THIS AGENCY.

UM, AND WE EXPECT NOTHING DIFFERENT WITH LONG BEACH.

UH, WE ARE, WE FEEL VERY COMFORTABLE IN ADDRESSING ANY COASTAL COMMISSION ISSUES AS WE HAVE EXPERIENCE IN DEALING WITH THE COASTAL COMMISSION, UH, IN CONNECTION WITH OUR LOS ANGELES, UH, FIRE DEPARTMENT LIFEGUARD TOWER ADVERTISING PROGRAM.

WE ARE CURRENTLY WORKING WITH THE LA FIRE DEPARTMENT AND THE COASTAL COMMISSION TO ENSURE, UH, THAT ALL COASTAL COMMISSION REQUIREMENTS ARE BEING MET.

UH, THERE'S ALSO THE, UH, LONG BEACH MUNICIPAL CODE, AND AS YOU HEARD IN THE PRIOR PRESENTATION, PROPOSED ADVERTISING, UH, WELL THE, THE, THE PROGRAM WE'RE PROPOSING IS COMPLIANT WITH THE CODE, GIVEN THAT THE CITY'S ZONING CODE DOES NOT, UH, REGULATE ADVERTISING ON CITY OWNED PROPERTY.

UM, IN TERMS OF ALL THE SPACING AND REQUIREMENTS OF THE CODE, IT DOESN'T APPLY.

THERE IS, AND IT CAME UP IN THE PRIOR PRESENTATION, UH, THE LONG BEACH ADVERTISING POLICY.

[00:40:01]

UM, IT WAS, UH, SOMETHING THAT WAS, UH, PASSED IN 1996.

AND TO MY KNOWLEDGE, UM, IT HAS NEVER BEEN USED OR IMPLEMENTED THE ADVERTISING PROGRAMS AT THE, UH, AT, WITH, WITH, UH, LB TRANSIT.

I'M NOT AWARE OF IT EVER BEING FOLLOWED OR USED.

I'M NOT AWARE OF IT EVER BEING FOLLOWED OR USED WITH THE AIRPORT.

UM, SO IN 28 YEARS, THIS PROGRAM HAS NOT BEEN USED.

IT'S, IT'S IN, IN MY OPINION, IT'S A VERY BUREAUCRATIC, OUTDATED, PRO UH, POLICY THAT JUST PREVENTS THINGS, REVENUE GENERATING PROJECTS SUCH AS THE LIFEGUARD TOWERS AND OTHERS THAT THE CITY IS CONSIDERING FROM BEING IMPLEMENTED.

AND I WOULD RECOMMEND AND RESPECTFULLY SUGGEST THAT THAT, UH, PROGRAM SHOULD BE REPEALED.

UM, SO, UM, IN CONCLUSION, UH, THE LIFEGUARD TOWER PROGRAM WILL PROVIDE MUCH NEEDED REVENUE, UH, TO THE CITY OF LONG BEACH, UH, WITHOUT ANY COST OR RISK TO THE CITY, UH, TO MAKE THIS HAPPEN.

THE FOLLOWING THINGS NEED TO OCCUR.

UH, ONE, UH, THE, UH, LONG BEACH, THE 1996, UH, ADVERTISING POLICY NEEDS TO BE REPEALED.

UH, THE COMMITTEE WOULD NEED TO RECOMMEND, UH, THIS PROGRAM TO CITY COUNCIL.

UM, CITY COUNCIL WOULD NEED TO PASS RESOLUTIONS REGARDING THE 1996, UM, UH, ADVERTISING POLICY, UH, AS WELL AS RESOLUTIONS TO ALLOW THIS PROGRAM TO GO FORWARD.

AND AS I MENTIONED, TIMING IS IMPORTANT AS IT COMES TO, AS IT IF YOU, IF THIS, IF THE CITY LIKE TO GET THE REVENUE FROM THIS PROGRAM FOR THE 2025 SUMMER SEASON, UM, THE PROGRAM, THIS PROGRAM CAN BE QUICKLY IMPLEMENTED IF THE CITY DECIDES TO MOVE FORWARD.

UH, WE ARE FULLY READY TO MOVE FORWARD AS SOON AS WE'RE ABLE TO HAVE AN AGREEMENT WITH THE CITY, IF WE'RE FORTUNATE ENOUGH TO GET ONE.

UM, AND WE LOOK VERY MUCH LOOK FORWARD TO THE, UH, POTENTIAL OPPORTUNITY OF WORKING WITH THE CITY ON THIS EXCITING PROJECT.

UH, THANK YOU, UH, FOR THE OPPORTUNITY TO MAKE THIS PRESENTATION.

OKAY, WELL THANK YOU VERY MUCH.

I THINK YOU CAN STAY RIGHT THERE 'CAUSE I THINK WE MAY HAVE, UH, SURE.

A COUPLE, UH, QUESTIONS.

UM, I KNOW THAT I DID GET, I DON'T KNOW IF THIS WAS FROM THE CITY ATTORNEY, SO I JUST HAVE TO REMIND COMMITTEE MEMBERS THAT A COM UH, UH, COMMITTEE MEMBERS THAT WE SHOULD AVOID MAKING ANY COMMENT OR IMPLYING AN ENDORSEMENT OF THIS PROPOSAL OR ANY RECOMMENDATION TO CHANGE THE POLICY TO MAKE IT EASY FOR INTERSTATE TO BE AWARDED A CONTRACT.

SO JUST WANNA REMIND, UM, THE COMMITTEE MEMBERS OF THAT.

BUT THAT BEING SAID, UH, THANK YOU, UH, JEFFREY FOR THE, UH, PRESENTATION.

UM, UH, THE, I KNOW THE WORK YOU'VE DONE IN LA IS, IS PRETTY IMPRESSIVE.

CAN WE GO TO BACK TO THE, THE MAP OF SURE.

I THINK THAT'S SLIDE FOUR MAYBE.

OH NO SIX.

THERE IT IS.

UM, SO WHAT, WHEN YOU, UM, SO IT'S QUITE A LOT IT SEEMS LIKE YOU'RE WORKING WITH ABOUT ALL THE CITIES IN, IN LA COUNTY.

UM, IS THERE, HAVE YOU HAD, UH, IN YOUR EXPERIENCE, I'M JUST THINKING ABOUT COASTAL COMMISSION HAVE, WHAT ARE THE ISSUES THAT, UH, COMPANIES LIKE YOURS MAY HAVE WITH THE COASTAL COMMISSION? OKAY, SO THE COASTAL COMMISSION, IT'S VERY INTERESTING WITH, WITH LA COUNTY BACK IN 2001, THE COASTAL COMMISSION, UH, GAVE AUTHORIZATION FOR THE COUNTY TO REBUILD ITS LIFEGUARD TOWERS.

AND IT WAS DONE IN TWO SECTIONS AND NORTHERN SECTION AND SOUTHERN SECTION OF LOS ANGELES COUNTY.

UM, AND THERE WAS PROVISIONS PUT IN THAT, IN THAT PERMIT FOR ADVERTISING ON THE TOWERS.

UM, IT WAS A SMALLER FORMAT, UM, BUT THERE WAS VERY SPECIFIC CONDITIONS PUT IN THE, IN THE, IN THE PERMIT THAT SAID, AS LONG AS THE ADVERTISING STAYS WITHIN THE LINES OF THE TOWER AND DOESN'T BLOCK COASTAL VIEWS, IT WOULD BE OKAY IF YOU'RE GONNA MAKE ANY CHANGES TO THE SIZE, YOU NEED TO COME BACK JUST TO MAKE SURE THAT YOU'RE NOT BLOCKING COASTAL VIEWS AND NOT GOING OUTSIDE THE LINES OF THE TOWERS IN ORDER TO MAXIMIZE THE REVENUE, UH, OF, OF THIS PROGRAM FOR THE COUNTY, WE DID SLIGHTLY MOVE THE LOCATION OF, OF THE DISPLAYS SLIGHTLY INCREASE THE, THE, THE SIZE OF DISPLAYS.

BUT WE STUCK WITHIN THE, THE CRITERIA THAT WAS MOST IMPORTANT TO THE COASTAL COMMISSION WAS NOT, WAS NOT BLOCKING COASTAL VIEWS AND NOT GOING OUTSIDE THE LINES OF THE TOWERS, WHICH WOULD BE THE EXACT SAME THING WE WOULD DO IN LONG BEACH.

'CAUSE YOU'RE PUTTING THIS RIGHT ON THE SIDE.

THE, THE THICKNESS OF THAT DISPLAY IS A QUARTER INCH.

IT DOESN'T BLOCK ANY COASTAL VIEWS.

IT'S, IT'S ATTACHED TO AN EXISTING STRUCTURE OF THE LIFEGUARD TOWER.

SO, UH, TO THE EXTENT THAT WE WOULD NEED TO GET COASTAL SIGN OFF, AND I DON'T KNOW AT THIS POINT, UM, WHAT WHAT COASTAL SIGN OFFS WERE GIVEN TO THE, TO THE CITY FOR THE CURRENT LIFEGUARD TOWERS.

BUT I FEEL COMFORTABLE THAT WE'D BE ABLE TO WORK THROUGH THE PROCESS WITH COASTAL COMMISSION AND MAKE SURE THAT THIS WOULD BE FINE WITH THEM.

THAT'S PRETTY IMPRESSIVE.

ALRIGHT.

UM, WELL THANK YOU JEFFREY.

I APPRECIATE YOU, UH, COMING DOWN AND JUST, UH, UH, GIVING THIS, UH, PRESENTATION TO OUR COMMITTEE AND UNDERSTANDING WHAT OTHER CITIES ARE DOING.

UM, COUNCILMAN DEJA, THANK YOU.

UM, THANKS JEFF.

GREAT

[00:45:01]

TO SEE YOU.

THANK YOU FOR BEING HERE.

AND WHAT A GREAT PRESENTATION OF WHAT YOU, YOU DO, UM, NATIONWIDE.

UM, WANTED TO, UH, ASK YOU, HAVE YOU HAD ANY, UH, EXPERIENCES WITH ANY OF YOUR OTHER, UM, CITIES THAT YOU'VE WORKED WITH OR COUNT COUNTIES, UM, WITH GRAFFITI OR VANDALISM ON THE, ON YOUR ADVERTISEMENT? UH, WE HAVE AT TIMES AND, AND FOR EXAMPLE WITH, WITH LA COUNTY, IF ONE OF OUR DISPLAYS GETS DAMAGED, WE IMMEDIATELY, WITHIN 24 HOURS REPLACE THE DISPLAY.

UM, THERE CAN BE SOME, SOME AND, AND IN OTHER MUNICIPALITIES WE HAVE SOME MORE TYPICAL TYPE, LARGE FORMAT BILLBOARDS.

WE HAVE DIGITAL SIGNS ON WALLS, DIGITAL SIGNS TEND NOT TO GET, UM, UH, HAVE GRAFFITI ISSUES, BUT I HAVE EXPERIENCE WITH IT AND WE HAVE A PROGRAM TO ADDRESS IT IMMEDIATELY 'CAUSE IT'S HORRIBLE LOOKING AND WE DON'T WANNA SEE THOSE THINGS ON OUR DISPLAYS.

SO WE ADDRESS IT WITHIN 24 HOURS.

THAT WAS A GREAT QUESTION.

COUNCILMAN ZAJA.

WORK AND I THINK THAT THIS IS A GREAT, UH, EXAMPLE OF WHAT CAN BE DONE AT COMMITTEE.

UM, ALRIGHT, I THINK, UM, CAN WE SEE IF THERE ARE ANY PUBLIC COMMENTS ON THIS ITEM, IF ANY? THANK YOU VERY MUCH.

THANK YOU JEFFREY.

APPRECIATE YOU COMING DOWN.

THANK YOU VERY MUCH.

IF ANY MEMBERS OF THE PUBLIC WOULD LIKE TO SPEAK ON THIS ITEM, PLEASE COME TO THE PODIUM NOW.

NO PUBLIC COMMENT CHAIR.

UM, IS THERE ANY, UH, PUBLIC COMMENT, UM, THAT'S NOT, UH, ON THE AGENDA? IF ANY MEMBERS OF THE PUBLIC WOULD LIKE TO SPEAK ON A NON AGENDA, PUBLIC COMMENT ITEM, PLEASE COME TO THE PODIUM.

NOW WE HAVE A SPEAKER.

HELLO JOHN EDMOND, HONORABLE COUNCIL MEMBERS STAFF, STEAM STAFF.

I JUST CAME TO, UM, I LOVE THAT WE'RE DOING COMMITTEE

[PUBLIC COMMENT Opportunity to address the Economic Development and Opportunity Committee on non-agenda items. Each speaker is limited to three minutes to make their comments unless extended by the Chair.]

UM, I JUST HATS OFF TO STAFF FOR PUTTING TOGETHER THE PRESENTATION.

YOU KNOW, I THINK BACK TO MANY MOONS AGO WHEN I HAD HAIR AND I COINED THE PHRASE, IT WAS LIKE THE BILLBOARD WAR WHERE, YOU KNOW, SOME INDUSTRY LEADERS HAD WORKED WITH STAFF AND THEN WHEN IT GOT TO COUNCIL THERE WERE SOME NEW OTHER PEOPLE THAT CAME IN AND EVERYONE SAID THEY DIDN'T KNOW ABOUT IT AND ALL THIS OTHER STUFF.

HERE'S A GREAT, VERY EARLY ON IN THE PROCESS OPPORTUNITY TO PRESENT TO THE PUBLIC SOME OVERBROAD CONCEPTS AND STAFF'S WILLINGNESS TO WORK THROUGH THAT AND, AND MODERNIZE SORT OF THE PROCESS SO THAT THE CITY CAN PRESENT ITSELF WITH CHOICES AS THEY GO THROUGH.

SO I JUST WANTED TO COMMENT MORE ON THE PROCESS AND THE WORK THAT STAFF'S PUT IN UP TO THIS POINT AND CERTAINLY MORE WORK TO BE DONE.

UM, BUT I THINK THAT IT'S A, IT'S REFRESHING TO SEE, UM, EARNEST COMMITTEE WORK AND, AND, AND I HOPE THAT YOUR COLLEAGUES AT COUNCIL RESPECT THAT PROCESS AS IT ACCUMULATES WAY ITS WAY UP TO NORMAL COUNCIL NIGHTS.

UM, AND I JUST WANTED TO THANK STAFF FOR THEIR, THEIR EFFORTS IN PUTTING THIS ALL TOGETHER.

YEAH, THANK YOU.

AND, AND I DO WANNA, UM, THANK UM, YOU KNOW, THE, THE COMMITTEE AND THE STAFF.

UM, I KNOW THIS IS THIS, YOU HAVE A LOT ON YOUR PLATE AND UM, AND SO, BUT I THINK THIS IS IMPORTANT STUFF, SO, ALRIGHT.

WITH THAT BEING SAID, UM, THE, THIS MEETING, UM, IS ADJOURNED.

THANK YOU FOR BEING HERE.

GOOD JOB.

THANKS MAYOR.