STAFF REPORT. Meeting Date: June 29, Request from the Luxe Rodeo Drive Hotel to Provide Expanded Valet Parking Services for Summer 2017

Transcription

1 STAFF REPORT Meeting Date: June 29, 2017 To: From: Honorable Mayor & City Council Huma Ahmed, Community Outreach Managt Chad Lynn, Assistant Director of Public Works Aaron Kunz, Deputy Director of Transportation Subject: Request from the Luxe Rodeo Drive Hotel to Provide Expanded Valet Parking Services for Summer 2017 Attachments: 1. Map of Parking Area 2. Valet Artwork 3. Letters of Support INTRODUCTION This report seeks City Council direction on a proposal by the Luxe Rodeo Drive Hotel to provide an expanded parking valet service during the summer. The Luxe Rodeo Drive Hotel (the Luxe) has operated an on-street valet parking service since January 30, Parking services are open to hotel guests and the public. As part of their participation with the summer B.O.L.D. initiative, the Luxe has requested an expanded valet zone to enhance the Rodeo Drive experience. They also hope to encourage and accommodate greater demand for valet parking in the area. DISCUSSION The Luxe has recently requested a temporary expansion of the current valet parking zone at 360 N. Rodeo Drive. A schematic map of the proposed valet program and draft wayfinding signage is included. As proposed, the service could accommodate greater demand for valet parking in the area, particularly during peak event times. The project would begin in the summer season by mid-july and conclude at the end of August. The Luxe has received verbal support from local businesses such as Valentino, Salvatore Ferragamo, Geary s, Tom Ford and the Rodeo Drive Committee. Additional letters of support are forthcoming. This program is consistent with the City s BOLD. initiative. As proposed, the changes associated with enlarging the existing valet zone adjacent to the Luxe include: Removal of 2 existing parking meters at 324 N. Rodeo Drive (Valentino) to allow for the relocation of the 3-Minute Customer Loading Area from 360 N. Rodeo Drive (Luxe);

2 Meeting Date: June 29, 2017 Removal of 2 existing parking meters at 346 N. Rodeo Drive (Tom Ford) and conversion of the entire cut out at N. Rodeo Drive as a valet zone; Fabrication and installation of 4 new regulatory valet-area signs at N. Rodeo Dr.; Design and fabrication of wayfinding signage artwork for the valet program. The wayfinding valet signs will be paid for by the Luxe. Additionally, the summer valet service would include a data-reporting requirement for the duration of the program. The valet operator, Kuhns Enterprises, dba as Brand Enhance Parking & Hospitality has been requested to provide the City with a monthly summary of valet service use. The report would include parking count totals for each day, historic information, total guest count use vs. general public use, claim tickets and other information as requested. FISCAL IMPACT The proposal as requested would include the following waiver of direct costs and fees by the City for implementing the program: Permit Modification Fee (Waiver) $412 $206x2 modifications Unrealized revenue from 4 Meter Fees (Waiver) $6,616 meters Fabrication of 4 valet signs; Signs (Waiver) $576 $144 x 4 Meter head removal (Direct Cost) $600 Installation of valet-area signs (Direct Cost) $1 50x4 Installation of signs for relocated 3-minute $720 $180x4 customer loading area (Direct Cost) $360 $180x2 TOTAL COSTS/WAIVER $9,284 RECOMMENDATION Staff seeks Council direction on the summer program for expanded valet parking services at the Luxe Rodeo Drive Hotel for the B.O.L.D. initiative. rge Chavez Approved By 1 Reflects the total revenue-generating potential of the 4 meters during the pilot program, assuming consistent parking occupancy. Page 2 of 2 6/21/2017

3 Attachment 1

4 440 N Rodeo Drive Secondary Garage Public Valet Arrival Area 421 N Beverly Drive Third Garage 360 N Rodeo Drive Luxe Rodeo Drive Hotel Primary Garage

5 Attachment 2

6

7

8

9

10 Attachment 3

11 TEL FAX VA LENTINt) 6/20/17 Ms. Huma Ahmed Community Outreach Manager City of Beverly Hills I, Kathy Gohari, support the Luxe Rodeo Drive Hotel proposal to offer public valet as a value to the BOLD program that will take place in August, and long-term because I believe it will be a huge success and value for all of our shops on Rodeo Drive. I support the changes that will be needed to do this properly, which are removing the 2 meters and the 3 minute loading zone sign in the curb cut-out in front of the hotel. I also approve, and would like to see the meters removed in front of Valentino and make it a 3 minute loading zone. We have already seen an added value and love the new valet service on Rodeo Drive at the Luxe since it started on January 30th As you know, this service is already available to the public, and we have gotten great feedback from our clients. We have already utilized the valet services for our Special Events with high profile/high demand clientele, and the experience has been really well-received. Thank you. Please feel free to contact me with any questions. Sincerely, Kathy Davoudi-Gohari General Manager Valentino VALENTINO 32h NORTH ROOEO ORVE BEVERLY HWLS, CA

12 GEARYS B B V B P L Y H 13( June 20, 2017 Huma Ahmed Community Outreach Manager City of Beverly Hills 455 North Rexford Drive Beverly Hills, CA Dear Huma, am writing to express my support of the Luxe Rodeo Drive Hotel s proposal to offer public valet service as part of the city s BOLD program. I feel that the service will add value to the BOLD intuitive both during the month of August and beyond. This service offers a convenience to shoppers that will undoubtedly enhance the shopping experience of local customers as well as tourists. I support the changes that will be needed to do this properly. This includes the removal of the two parking meters and the three minute loading sign that are currently in the curb cut out in front of the hotel. We have already seen the positive impact that has taken place since the valet service started on January 30th Our clients have utilized the service and have commented about the added convenience. In addition, the service has proven to be of great value when we hosted a cocktail party at our Patek Philippe and Rolex boutiques, Please feel free to reach out to me if you would like to discuss this matter further. I appreciate your consideration. Sincerely, GEARYS BE Hills Thomas J. Blumenthal 3% 1 ORT1H BEVERLY H RI ye, BEVE ELY HI 33, :0N % %LML,E:

13 Huma Ahmed Subject: FW: Valet Parking LUXE Hotel From: <Jon.Borlandus.ferragamo.com> Date: Tuesday, June 20, 2017 at 10:54 AM To: Bobby Kuhns Cc: Carlos Alcala Subject: Valet Parking LUXE Hotel I, Jon Borland, support the Luxe Rodeo Drive Hotel proposal to offer public valet as a value to the BOLD program that will take place in August, and long-term because I believe it will be a huge success and value for all of our shops on Rodeo Drive. I support the changes that will be needed to do this properly, which are removing the 2 meters and the 3 minute loading zone sign in the curb cut-out in front of the hotel. We have already seen an added value and love the new valet service on Rodeo Drive at the Luxe since it started on January 30t.As you know, this service is already available to the public, and we have gotten great feedback from our clients. Thank you. Please feel free to contact me with any questions. Jon Jon Borland Director 357 North Rodeo Drive Beverly Hills, CA jon.borland(z/,us.ferragamo.com www. ferragarno. corn Please consider the environment before choosing to print this . This message and any attachments may contain legally privileged and/or confidential information. Any unauthorized disclosure, use, copying or dissemination of this message or its contents, either in whole or in part, is prohibited. 1