performances. Cirque du Soleil, which had a run in the same parking lot several years ago, was operating under a special licensing agreement.
“We’re in the pilot phase of this right now,” said Barbara Stinchfield, director of community and cultural services for City Hall. “Hopefully, this will draw people into the area at a time when things are pretty slow, but the main goal is revenue.”
City officials say over the past year they have been approached by several theatrical groups looking for a venue, and City Hall hopes to capitalize on this interest by beefing up the beach fund. The fund is comprised of event revenue, parking and concession fees. It’s used for beach maintenance, operations and capital improvements.
City officials also hope the events provide new entertainment opportunities and attract visitors. In the prior fiscal year, City Hall generated approximately $154,000 from special events and filming at the parking lot. Stinchfield said City Hall is still in negotiations with Cavalia and wasn’t sure how much the performance would generate. Documents presented at the council meeting, however, say that “the production could generate net revenue to the city’s beach fund that would approximate prior year levels.”
Stinchfield also said the entertainment group would be responsible for a parking and traffic plan, so as not to interfere with beach access or community events.
Cavalia’s ticketed performances take place under a large tent-like structure and will require use of half the lot, with the remaining space available for general parking. The group will run seven performances weekly over an initial period of five weeks.
Originally published in the Santa Monica Daily Press print edition on September 16, 2004. Read the original PDF.