Hermosa Beach Council rejects city ownership of Hermosa Beach Open for 2025

The Hermosa Beach City Council convened on April 8, 2025, to discuss several key agenda items, with a primary focus on the future of the Hermosa Beach Open event. The meeting began with a review of the Day at the Beach Events' request for a new agreement to manage the Hermosa Beach Open from 2025 through 2027.

City staff reported that a long-term agreement had already been approved on February 25, 2025, allowing Day at the Beach Events to produce the Hermosa Beach Open. However, the event producer has since requested that the city take ownership of the event, with Day at the Beach Events acting as the producer. This request prompted discussions about the differences between a long-term agreement under the special event permit program and a city ownership model.

Under the current long-term agreement, the event producer is responsible for planning, staffing, marketing, and sponsorship collection, while the city oversees permitting and safety compliance. In contrast, a city ownership model would grant the city control over the event format, marketing, staffing, and sponsorships. Staff expressed concerns about the feasibility of transitioning to a city ownership model for the upcoming event scheduled for September 2025, citing time constraints and the need for extensive negotiations.

The council discussed the implications of waiving indirect costs associated with the event, which amount to approximately $19,500 annually. Staff noted that such waivers have historically been reserved for nonprofit organizations or long-standing community events. The council considered the potential precedent this could set for future events, particularly if the AVP (Association of Volleyball Professionals) sought to host a similar event in Hermosa Beach.

Mark Holloway, the event producer, addressed the council, emphasizing the importance of maintaining the Hermosa Beach Open as a consistent and recognized event. He argued that city ownership would help preserve the event's integrity and legacy in the beach volleyball community, especially with the upcoming Olympics.

After extensive discussion, the council voted unanimously to waive the indirect costs for the Hermosa Beach Open under the existing long-term agreement, allowing the event to proceed without the financial burden on the producer. The council expressed a desire to explore the possibility of city ownership for future events, aiming to enhance the event's profile and economic impact on the community.

In conclusion, the meeting highlighted the council's commitment to supporting the Hermosa Beach Open while navigating the complexities of event management and city involvement. The decision to waive fees reflects a collaborative approach to fostering local events and ensuring their success in the years to come.