TO:
Honorable Mayor and Members of the City Council
THROUGH:
Bruce Moe, City Manager
FROM:
Mark Leyman, Parks and Recreation Director
Jessica Vincent, Sr. Recreation Services Manager
SUBJECT:Title
Consideration of Pole Banners to be Displayed Throughout the City as Part of the City-wide “Local Love for Manhattan Beach” Marketing Campaign; Appropriate Funds for Purchase and Installation of Banners from the Unreserved General Fund Balance (Parks and Recreation Director Leyman).
a) APPROVE
b) APPROPRIATE FUNDS
Line
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Recommended Action
RECOMMENDATION:
Staff recommends that the City Council consider approving pole banners to be displayed throughout the City as part of the Citywide “Local Love for Manhattan Beach” marketing campaign, and allocate funds for purchase and installation of banners.
FISCAL IMPLICATIONS:
The cost to purchase and install the banners is approximately $12,000. These funds may be appropriated from the Unreserved General Fund Balance. Campaign partners, Manhattan Beach Chamber of Commerce and Downtown Business and Professional Association have agreed to purchase additional collateral to support the campaign.
BACKGROUND:
As a result of COVID-19, several businesses in Manhattan Beach have seen decreased sales, and businesses within the community have closed. As part of the Long Term Solutions for Business Ad-Hoc committee, a marketing sub-committee comprised of City staff, Manhattan Beach Chamber of Commerce President, Kelly Stroman and Downtown Manhattan Beach Business and Professional Association (DBPA) Executive Director, Jill Lamkin, have developed the “Local Love for Manhattan Beach” marketing campaign to encourage residents to support local businesses. In addition, the multi-media campaign is a tool used to educate people on the importance of shopping, dining, and staying local as every dollar spent in Manhattan Beach is recirculated into the local economy, and 1% of all sales tax goes back to the City of Manhattan Beach as revenue to support City services.
DISCUSSION:
In partnership with the City, Manhattan Beach Chamber of Commerce, DBPA, North End Business Improvement District (BID) and the Manhattan Village Mall, the “Local Love for Manhattan Beach” multi-media campaign was developed, with the goal to encourage residents to support local businesses. The marketing campaign, includes:
• A logo design (attached)
• Press Release distributed October 15
• Written communications in local newsletters
• Social media posts
• Videos (first pushed out October 16)
In addition, the City’s partners, Manhattan Beach Chamber of Commerce, DBPA, and the North End BID have expressed interest in hanging pole banners throughout the City for brand recognition and to underscore this is a City-wide campaign.
The group is requesting the City purchase 99 banners to be displayed throughout the City (48 for the downtown, 30 in the north end, and 21 for the Sepulveda Corridor) for up to one year, with an evaluation six-months after the banners are hung. The cost to purchase and install the banners is approximately $12,000. The City partners have agreed to purchase additional collateral to support the campaign.
This is an unbudgeted and unanticipated expenditure. As a result, funds totaling $12,000, which are available in the unreserved General Fund balance, need to be appropriated if the City Council wishes to fund the program.
PUBLIC OUTREACH:
After analysis, staff determined that public outreach was not required for this issue.
ENVIRONMENTAL REVIEW:
The City has reviewed the proposed activity for compliance with the California Environmental Quality Act (CEQA) and has determined that there is no possibility that the activity may have a significant effect on the environment; therefore, pursuant to Section 15061(b)(3) of the State CEQA Guidelines the activity is not subject to CEQA. Thus, no environmental review is necessary.
LEGAL REVIEW:
The City Attorney has reviewed this report and determined that no additional legal analysis is necessary.
ATTACHMENT:
1. Logo Design