CITY OF CARMEL-BY-THE-SEA

Council Report
January 6, 2015
To:

Honorable Mayor and Members of the City Council

Doug Schmitz, City Administrator

Submitted by:

Janet Bombard, Library and Community Activities Director

Subject:

A Resolution of the City Council of the City Of Carmel-By-The-Sea Authorizing

a Special Event Permit and Street Closure for the 23rd Annual Winemakers
Celebration Wine Tasting Event on May 2, 2015

RECOMMENDATION(S):
Approve a resolution authorizing a Special Event Permit and street closure for the 23rd Annual
Winemakers Celebration wine tasting event on May 2, 2015.
EXECUTIVE SUMMARY:
The Monterey County Vintners and Growers Association is requesting permission to hold the
23rd Annual Winemakers Celebration event on Saturday, May 2, 2015, and to close Dolores
Street between Ocean and 7th Avenues from 7:00 a.m. to 7:00 p.m. for the event.
If approved by Council, this will be the second year the event will take place in Carmel-by-theSea.
ANALYSIS/DISCUSSION:
The Annual Winemakers Celebration is an educational, interactive event that emphasizes the
long-standing history of Monterey County wines, which features workshops and wine tasting
from local wineries paired with food from local restaurants.
Per Chapter 9.20 of the Carmel-by-the-Sea Municipal Code, it is unlawful for any person to
drink any alcoholic beverage in or upon any public place; however, the City Council has the
right, through adoption of a resolution, to make exceptions to the regulation for specific events
of limited duration.
The event location was chosen due to the fact that there are not many entrances into the
street, which makes securing the event easier and facilitates the procurement of a California
Department of Alcohol and Beverage Control (ABC) license. Organizers will install small
white picket fencing in the street around the perimeter of the event in order to contain the
event to ticket holders. The fencing will be placed along curbs so that sidewalk foot traffic to
local businesses will not be impeded. There will be entrances to the event on both Ocean and
7th Avenues, and security personnel will be stationed in the alley next to Le St. Tropez
Restaurant.
A stated goal of the event is to foster tourism: the month of May was chosen in order to boost
typically low hotel occupancy rates.

City Council Meeting of January 6, 2015

Page 5

Agenda Item: 7.A

Page 1

Organizers will work with local restaurants to provide food for the event, and the hours of the
event- 1:00 to 5:00 p.m. - were selected so that people leaving the event can have dinner in
town. Event organizers also intend to promote local businesses through the establishment of
a program whereby event attendees will receive discounts or special incentives upon showing
their event wristbands at participating stores.
The May 2014 event was very successful, with approximately 500 people in attendance.
Event organizers expect between 500 and 700 attendees at the May 2015 event.
Event organizers have delivered notices of the proposed event to the businesses and
residents on Dolores Street between Ocean and i h Avenues. Proposed event notices were
also posted on Dolores Street.

FISCAL IMPACT:
The Monterey County Vintners & Growers Association will assume all costs for the event,
including any costs for City staff and other City related services.

Budgeted (yes/no)
N/A

Funding Source( general fund, grant,

state) N/A

PREVIOUS COUNCIL ACTION/DECISION HISTORY:

The May 3, 2014 22"d Annual Winemaker's Celebration event was approved by the City
Council January 7, 2014.

ATTACHMENTS:
Attachment A: Draft Special Event Permit
Attachment 8 : Proposed Site Diagram
Attachment C: Notice of Proposed Special Event

APPROVED:
/

Date:

Doug I

.J0

.2 c._._ If

Agenda Item: 7 .A
Page 2

City Council Meeting of January 6, 2015

Page 6

ATTACHMENT A
CITY OF CARMEL-BY-THE-SEA
COMMUNITY SERVICES
POBOXCC
CARMEL-BY-THE-SEA, CALIFORNIA 93921
Phone: 8311624.1366
Fax: 8311624.2132
E-Mail:

jbombard@ci.carmel.ca.us
jboucher@ci .carmel. ca. us

NON-BEACH

DRAFT SPECIAL EVENT PERMIT

TYPE OF EVENT
o Race

o Parade

x Festival

o Film Permit

o Fundraiser

o Other

EVENT TITLE :

Monterey County Vintners & Growers Association (MCVGA) 23rd Annual

Winemakers' Celebration

DATE OF REQUEST: August 20, 2014

DATE OF EVENT: Saturday May 2, 2015
TIME OF EVENT: 1 pm- 5 pm
Staging Time:
7 am- 1 pm
Set-Up Time:
7 am- 1 pm
Tear-down Time: 5 pm- 7 pm
SPECIFIC EVENT LOCATION: Dolores Street (between Ocean & ih). The sidewalks will
remain open to the public; the event will be on the street only.

CONTACT PERSON: Kim Stemler, Executive Director

CELL PHONE/TELEPHONE /FAX:

831.915.6621 (c) /831.375.9400 (o) /831.375.1116 (f)

E-MAIL: Kim@MontereyWines.org
PHYSICAL ADDRESS: 536 Pearl Street
CITY, STATE, ZIP: Monterey, CA 93940
DAY OF EVENT CONTACT PERSON: Kim Stemler, Executive Director
Cell Number (Required):

831.915.6621 (c)

DESCRIPTION OF EVENT: PLEASE INCLUDE ALL EQUIPMENT TO BE UTILIZED

FOR EVENT (TABLES, CHAIRS, SOUND EQUIPMENT, ETC.)
Event Overview: The 23rd Annual Winemakers' Celebration will be a premier outdoor wine and
City Council Meeting of January 6, 2015
Page 7

- - -- - -- - -- - -- - -

---

Agenda Item: 7.A

Page 3

ATTACHMENT A
food festival held the first Saturday afternoon in May during the shoulder season of Carmel's
tourism industry. The 2014 event, the first to be held in Carmel-by-the-Sea, was a tremendous
success for Carmel, surrounding businesses and the Monterey wine community. {It was so
successful that several business people asked us to do this quarterly.) Going above and beyond
a traditional tasting event, the MCVGA will enchant and educate guests as they build personal
relationships with Carmel, local winemakers, and their staff. Guests compare wines, identify
what they truly enjoy, and learn how to best pair their favorites with incredible local foods.
Guest chefs will prepare tapas style dishes that are reflective of the region. There are also
educational components incorporated throughout the program.
Location Requested : Dolores Street, between Ocean & ih. Sidewalks will remain open to
walking traffic allowing complete access to the stores; the event will be on the street only. The
streets will be surrounded with attractive white picket fencing.
Target Guests: Our goal is to attract approximately 500- 700 adults, of all age ranges, with at
least 50% of attendees from outside the Monterey County area, to foster area tourism and
continue building the Monterey Wine Country reputation.
Parking: Parking impact will be reduced through the usage of off-site parking with shuttles
(Carmel High School and upper City lot near police station), as well as the maximization of
targeting out of town guests who stay in the local inns and hotels.
Set Up: (Refer to draft site plan.)
1. The style will be reminisce of a European street festival and maintain the quaint appeal of
Carmel.
2. Using our learning's from the 2014 event, this event will be structure in a way that allows
for ease of crowd flow, maximizes access to wines and foods, creates space for rest and
socialization, and allows places for educational opportunities.
3. Guests will enter at one of two entrances (ih and Ocean ). They will each be personally
greeted as they entered, where they will be led to confirm their registration and be told
about the event.
4. Security will be present at all points of entry- and throughout the event. (DLI volunteers
are used for security and other volunteer needs.)
5. Approximately 25 wineries and 10-15 chefs will be grouped between three hubs. Wineries
and chefs will each have their own small table configured in a half-circle to allow ease of
access of guests.
6. We abide by all Health Dept., ABC and City of Carmel-by-the-Sea requirements in the set
up of the event, including incorporating back "working" tables for the restaurants and
wineries, hand washing stations at each food area, and water barricades at the ends of
the street.
7. Eating and seating centers will be located throughout the event incorporating both high
standing tables and lower bistro chairs.
8. Quaint colorful umbrellas (blue and red) will provide cover for the vendors and in some of
the seating areas .
9. All features- chairs, umbrellas, tables, signage, and plants will be visually aligned with the
feel of both the street and the City.
City Council Meeting of January 6, 2015
Page 8

Agenda Item: 7.A

Page 4

ATTACHMENT A
10. There will be a simple low presentation stage in the middle of the event with
comfortable seating for workshops and space for listening and dancing to music.
11. Sound equipment will be used for the associated activities and sound will be kept at an
appropriate level. Music will be aligned with character of event and Carmel-by-the-Sea,
including Spanish guitar, French Bistro, and Latin and Light Jazz.
12. Potted green and flowering plants will be placed attractively throughout.
13. Attractive picket fences will surround the street and security will block off all access
ease ways.
Security: Security will be provided either through volunteer from DLI and as required, the
Carmel Police Dept.
Wine Bottle Sales: We hope to receive permission from ABC for point of sale wine (Try & Buy)
as we have at previous events.
Local Business Promotion Partnership: Based on feedback from local businesses in 2014, we will
establish an incentive/discount program with local businesses, whereby we will promote them
to guests in exchange for a discount or special incentive in the stores by showing event
wristband.
Ticket Sales : The majority of ticket sales will be done prior to the event. This event sold out
prior to the event in 2014 and we anticipate the same in 2015.
Benefits to Carmel
Brings occupancy to hotels on a weekend with historically low occupancy.
Connects out of town guests with local hotels and inns through packages.
Connects both local and out of town guests with local restaurants- strategically timing
the event to "feed" into meal times benefiting nearby restaurants/businesses .
Maintains surrounding sidewalks open to the public, promoting shop access.

Brings unique visitors to streets, lacking heavy of traffic during this time .
Incentives to visit and buy from local retailers.
Connects guests to local retailers through promotional incentive program (at no cost to
local retailers other than offering an in shop incentive or discount).

ESTIMATED ATTENDANCE: 500- 700

ADMISSION:

_Free X Pre-sold Ticket _Other (please specify) Tickets will be sold in

advance . If there are extras, we will sell at the door, although we expect to be sold out prior to
the event.

_FOR-PROFIT ORGANIZATION (Please make note if there is a charity component to your

event and who would benefit).
X NON-PROFIT ORGANIZATION- 501c6 Tax ID Number: 94-2323441

_NOT-for-PROFIT ORGANIZATION\ ID Number:_ _ _ _ _ _ _ _ _ _ __

City Council Meeting of January 6, 2015
Page 9

Agenda Item: 7.A3

Page 5

ATTACHMENT A

STREET CLOSURES I PARKING STALLS:

Parking Stalls (signs posted 48-hrs in advance): 3 to 4 (ih street comers)

Street Closure : Need street closure for Dolores Street between Ocean and

ih and ih Street .

CITY PERSONNEL I EQUIPMENT: A two (2) hour minimum is used in order to place
equipment at their locations prior to the event, brief city personnel and handle any delays or
changes in the original plan once the event starts.
I.

Police Personnel I Equipment

Personnel - Staffing level will be determined by Carmel PD.

Mandatory 2-Police Officers Security/Traffic

Control; 4 hour minimum
II.

$118 per hour- Working with Officer Joe

Boucher

Public Works Personnel I Equipment

~

Equipment: 4 Water Barricades for street closures needed:

1. Dolores and Ocean on Ocean
2. ih and Dolores on ih
3. ih and Dolores on Dolores
4. th at San Carlos on 7th

Personnel:

Staff to set up and break down (including water release)

CONDITIONS OF APPROVAL: Approval contingent upon submittal of appropriate

insurance coverage and payment of fees stipulated by the City of Carmel-by-the-Sea (Policy
C89-45 , C89-47, C95-06).
Insurance Policy:
X Required as stated: Organizer/Organization to be named as additional insured:
o Other conditions as required

$155
$365
$3
$3
$65
$25
$27
$118
$50
$1 00

Non-refundable processing fee

Street closures (per block)
No Parking signs (each)
Orange cones (each
Long barricades (each)
A-frames (each)
Sound permits (daily)
Off-duty police assistance per hour (off-duty) 4-hour minimum
Public Works staff per hour
Parking stalls (each)

City Council Meeting of January 6, 2015

Page 10

4
Agenda Item: 7.A
Page 6

ATTACHMENT A

Business License Required: Any event requiring the support of professional or service special
business must insure that each business obtain a City Business License. Only if a caterer or
outside food is brought in to the event.
o Yes - Valid permit must be on file with city hall.
X No

Other conditions as required:

X Prior notification of event to affected area
X Garbage/Recycling: recycling and trash containers on-site with the assistance ofthe Waste
Management District. Will rent a parking space in which to put a dumpster.
X As per Municipal Code Section 8. 74, the use of single-use carry out plastic bags is
prohibited from use at any business, restaurant, corporate or individual special event.
X Cups, plates, or any type of food or liquid containers made of styrofoam are not
permitted
X Applicant is advised that the Department ofAlcoholic Beverage Control may summarily
revoke the Temporary Conditional License should the Department, in its discretion,
determine that the public welfare and morals are being impaired, or a law enforcement
problem is being created; and that upon notice of such, sales of alcoholic beverages at the
event for which the Temporary Wine License was issued shall cease immediately.
X Monterey County Health Department Permit is required for any events where food will be
cooked on site, or premade and handed out to the general public and/or invited guests

Municipal Code Section: CMC17.40

Signs and displays including those which are visible from exterior areas accessible to
pedestrians and which are flashing, self-illuminated, neon, phosphorescent, glossy,
incorporate internal lights or movement or that include strings of small lights around doors or
windows. Also prohibited are exterior signs, displays, or other installations that include
balloons, streamers, or other notice-attracting appendages.

NOTIFICATION TO CITY DEPARTMENTS

NOTIFICATIONS
CHIEF OF POLICE:
CARMEL FIRE DEPARTMENT:
DEPARTMENT OF PUBLIC WORKS:
FOREST AND BEACH:
PLANNING AND BUILDING:
RISK MANAGER:
CITY COUNCIL READ BOARD:

DATE ADVISED

DATE REVISED

OUTSIDE AGENCIES:
MST (Monterey Salinas Transit)
WASTE MANAGEMENT (W-M)
City Council Meeting of January 6, 2015
Page 11

Agenda Item: 7.A

Page 7

ATTACHMENT A

APPROVED BY:
Library and Community Activities Director

DATE:

I, Kim Stemler, have read and agreed to comply with all conditions of this permit:
Name of Event Organizer

DATE:12.16.14 (Revision)

City Council Meeting of January 6, 2015

Page 12

Agenda Item: 7.A6

Page 8

City Council Meeting of January 6, 2015

Page 13

Agenda Item: 7.A

Page 9

NOTICE OF PROPOSED SPECIAL EVENT

The Monterey County Vintner's Association will be requesting permission from the City
Council of the City of Carmel-by-the-Sea on January 6, 2015 to hold the Monterey
County Vintners & Growers Association 23rd Annual Winemakers' Celebration on
Saturday, May 2, 2015. If you are unable to attend the City Council meeting, you may
also register your comments with Library and Community Activities Director Janet
Bombard: jbombard@ci. ca rm el. ca.us (831) 624-1366
Persons interested in the Special Event details may also review additional materials
available at the Park Branch Library Administration office located at Mission Street and
6th Avenue, phone number 831-624-1366.
This notice is being sent to all occupants of property on the street containing the
proposed special event described further in this letter. It is being sent for the purpose of
informing the notified persons and other interested parties about the proposed event.
Event Contact: Kim Stemler, Monterey County Vintners & Growers Association 831.275.9400
Kim @M onte reyWin es.org

Date delivered: - - - - - Project Location: Dolores Street, between Ocean &

7th.

Sidewalks will remain open to the

public; the event will be on the street only.

Applicant: Monterey County Vintner's Association
Project Description: The 23rd Annual Winemakers' Celebration outdoor wine and food festival

will be held the first Saturday May 2, 2015. Guests will compare wines, identify what they truly
enjoy, and learn how to best pair their favorites with local foods. Guest chefs will prepare tapas
style dishes. There are also educational components incorporated throughout the program.
Location Requested: Dolores Street, between Ocean &

ih.

Sidewalks will remain open to

walking traffic allowing complete access to the stores; the event will be on the street only. The
streets will be surrounded with attractive white picket fencing.
City Council Meeting of January 6, 2015
Page 14

Agenda Item: 7.A

Page 10

fll( A u1 tU. [;;/Jl c__.

Target Guests: Approximately 750-1,000 adults, of all age ranges, with at least 50% of

attendees from outside the Monterey County area, to foster area tourism and continue
building the Monterey Wine Country reputation.
Parking: Parking impact will be reduced through the usage of off-site parking with shuttles

(Carmel High School and upper City lot near police station), as well as the maximization of
targeting out of town guests who stay in the local inns and hotels.
Set Up: Guests will enter at one of two entrances (Dolores off ih or Ocean Avenue). They will

each be personally greeted as they entered, where they will be led to confirm their registration
and be told about the event.
Security will be present at all points of entry- and throughout the event. Security will be
provided by volunteers from DLI and the Carmel Police Dept.
Approximately 35 wineries, 15 chefs, and 5-8 aligned specialty product vendors will be grouped
between three hubs. Wineries and chefs will each have their own small table configured in a
half-circle to allow ease of access of guests.
Eating and seating centers will be located throughout the event incorporating both high
standing tables and lower bistro chairs.
Blue and red umbrellas will provide cover for the vendors and in some of the seating areas.
There will be a simple low presentation stage in the middle of the event with comfortable
seating for workshops and space for listening and dancing to music.
Sound equipment will be used for the associated activities and sound will be kept at an
appropriate level. Music will include Spanish guitar, French Bistro, and Latin and Light Jazz.
Picket fences will surround the street and security will block off all access ease ways.
Wine Bottle Sales: We hope to receive permission from ABC for point of sale wine (Try & Buy)
as we have at previous events.
Local Business Promotion Partnership: Based on feedback from local businesses in 2014, we
will establish an incentive/discount program with local businesses, whereby we will promote
them to guests in exchange for a discount or special incentive in the stores by showing event
wristband.

City Council Meeting of January 6, 2015

Page 15

Agenda Item: 7.A

Page 11

RESOLUTION NO. 2015 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARMEL-BY-THE-SEA
AUTHORIZING A SPECIAL EVENT PERMIT AND STREET CLOSURE FOR THE 23RD
ANNUAL WINEMAKERS CELEBRATION WINE TASTING EVENT ON MAY 2, 2015
WHEREAS, Monterey County Vintners and Growers Association is requesting
permission to hold the 23rd Annual Winemakers Celebration event on Saturday, May 2, 2015
and to close Dolores Street between Ocean and & 7th Avenues for the event; and
WHEREAS, per Chapter 9.20 of the Carmel-by-the-Sea Municipal Code, it is unlawful for
any person to drink any alcoholic beverage in or upon any public place; and
WHEREAS, the City Council has the right, through adoption of a resolution, to make
exceptions to the regulation.
NOW, THEREFORE, BE IT RESOLVED THAT THE CITY COUNCIL OF THE CITY OF
CARMEL-BY-THE-SEA DOES authorize a Special Event Permit and street closure for the 23rd
Annual Winemakers Celebration Wine Tasting Event on May 2, 2015.
PASSED AND ADOPTED BY THE CITY COUNCIL OF THE CITY OF CARMEL-BYTHE-SEA this 6th day of January, 2015, by the following roll call vote:
AYES:

COUNCIL MEMBERS:

NOES:

COUNCIL MEMBERS:

ABSENT:

COUNCIL MEMBERS

SIGNED:

_______________________
Jason Burnett, Mayor

City Council Meeting of January 6, 2015

Page 16

ATTEST:

Lori Frontella, MMC

Interim City Clerk

Agenda Item: 7.A

Page 12