TITLE
Recommendation to authorize City Manager to execute a lease with Beach Ventures Enterprises, Inc., a California corporation, for the purpose of providing food, beverage, and equipment rental concessions for a five-year term, with two, five-year renewal options, at the discretion of the City Manager or his designee. (Districts 2,3)
DISCUSSION
In 1996, the City Council authorized the City Manager to execute a contract for the operation of four food, beverage, and equipment rental concessions along the Long Beach coast. The contract expired at the end of 2008, and the incumbent was allowed to operate on a month-to-month basis while the Department of Parks, Recreation and Marine (PRM) inspected each site to determine required code compliance upgrades.
PRM issued a Request for Proposal (RFP) in early 2009, which included code compliance and capital improvement requirements. Beach Ventures Enterprises, Inc.
(BVI), the current concessionaire, was the sole respondent. PRM has concluded negotiations with BVI and is requesting authorization to execute a lease.
BVI has been operating beach concessions since 1996, and has demonstrated an astute understanding of the varying markets and trends at each site. Over the years, BVI has tailored its services to meet the changes in its marketing environment. This strategy has proven successful in various customer profiles. BVI operates similar concessions, as Alfredo's Beach Club, in a total of nine locations, including Santa Monica, Lake Balboa, Marina Del Rey, and Zuma Beach. BVI has completed all of the required code compliance upgrades, and has committed to completing capital improvements worth $150,000 over the course of the contract.
The proposed lease contains the following major provisions:
· Location: Beach concession locations include Alamitos Beach, Junipero Beach, Granada Avenue, Bayshore Beach, and a Rainbow Lagoon paddle/aqua cycle concession.
· Term: January 1, 2010 through December 31,2015.
· Renewal O...
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