HomeMy WebLinkAboutLarkspur Avenue Street Closure - Fashion Week El Paseo - March 20-28, 2011J
CITY OF PALM DESERT
STAFF REPORT
REQUEST: AUTHORIZE CLOSING A PORTION OF LARKSPUR AVENUE THE
EVENINGS OF MARCH 20-28, 2011, FROM 5:00 P.M. TO 10:00 P.M.
DURING FASHION WEEK
SUBMITTED BY: Ruth Ann Moore, Economic Development Manager
DATE: March 10, 2011
CONTENTS: Area map depicting closure
Recommendation
By Minute Motion: Authorize closing a portion of Larkspur Avenue in the
evenings from March 20-28, 2011, from 5:00 p.m. to 10:00 p.m. during Fashion
Week.
Funds are available in Community Events Account No. 110-4416-414-3061.
Executive Summary
Due to excessive pedestrian traffic crossing Larkspur Avenue during the nighttime hours of
the Fashion Week events, the Sheriff's Department and Public Works Department
recommend a partial closure from the driveway at The Gardens south to Shadow Mountain
Drive (as noted in the attached map) from 5:00 p.m. to 10:00 p.m. The sponsorship
agreement approved by City Council on June 24, 2010, allows for up to $10,000 for in -kind
City services and fees. To date, approximately $600 has been allocated for permit fees.
Estimated staff costs for street closure for the nine evenings totals $3,600. No other costs
are anticipated for this year's event.
Background
Fashion Week El Paseo, coordinated by Palm Springs Life, began in 2006 with three
evening fashion shows held the last week in March. Over the years, the event has grown
from three evenings to nine days/evenings of special events, both within the tent and
throughout stores on El Paseo. Significant highlights from the 2010 Fashion Week include:
• Attendance for the event was over 6,000 for the evening tent events, up from 4,200
in 2009.
• Of the 6,000 in attendance, 42 percent were from out of the Coachella Valley.
• Daily cars counted at The Gardens increased by 28 percent during Fashion Week
over other days in March.
Staff Report
Larkspur Avenue Street Closure
March 10, 2011
Page 2 of 2
• Of the 36 stores at The Gardens reporting daily sales, total sales increased over
other days in March by more than $93,000 each day of Fashion Week. This totaled
$651,000 in additional sales attributable to the week for just The Gardens.
• Local charities received $65,300 as a result of Fashion Week activities.
• Fashion Week coverage in editorial, news, and paid programming totaled over $1
million.
• Fashion Week was picked up and featured on over 150 websites throughout the
world.
This year attendance is expected to exceed last year's figures. To allow safe accessibility
from The Garden's parking garage, the Sheriff's Department ,is recommending partial
closure of the street during the nighttime hours of the event, the Public Works Department
concurs. Citizens on Patrol will monitor the area and provide traffic control.
The sponsorship agreement, approved by City Council on June 24, 2010, allows for up to
$10,000 for in -kind City services and fees. To date, approximately $600 has been used in
permit fees. Estimated costs for set-up and take -down of barricades is $3,600 total for the
nine evenings and funds are available in Community Events, Account No. 110-4416-414-
3061. Therefore, staff recommends a partial closure of Larkspur in the evenings during the
Fashion Week event.
Fiscal Analysis
Funds are available in Community Events, Account No. 110-4416-414-3061 for overtime
(estimated at $3,600). Fashion Week as a signature event for the City increases retail sales
adding to the General Fund.
jSubmitteAy:
nn Moore, conomic Development Manager
Department Head:
McCarthy,
Approval
Joh
evelopment
Wohlmuth, Executive Director
CITY COUNCIL ACTION
APPROVED-- ✓ DENIED_,..,,,,_,
RECEIVED OTHER
MEETING DATE 3-10 - 2oi
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Original on File with City Clerk's Of ce
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DATE: 3/2/2011 LARKSPUR AVENUE ROAD CLOSURE NTs
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BY DEPARTMENT OF PUBLIC WORKS CITY OF PALM DESERT QF