HOLLYWOOD RISING
Proposal & Solutions to Remain the Entertainment Capital of the World
By The Hollywood Hospitality Association


WE CURRENTLY ARRANGING MEETINGS WITH KEY BUSINESS OWNERS, COMMUNITY LEADERS AND ORGANIZATIONS TO DISCUSS THE PROPOSAL IN DEPTH AND RAISE MONEY FOR CAMPAIGNING THE PROPOSAL. THIS PROPOSAL IS BEING INITIATED AS A 'PILOT PROJECT' FOR THE HOLLYWOOD AND DOWNTOWN ENTERTAINMENT DISTRICT. WE WILL NEED SUPPORT FROM MANY IN THE COMMUNITY, INCLUDING SACRAMENTO. TO ARRANGE A MEETING OR TO SIMPLY SUPPORT THE PROPOSAL INITIATED BY HHA AND OUR CAMPAIGN ASSOCIATES, FRONTLINE STRATEGIES, PLEASE CALL 818.642.7391. THIS PROPOSAL COULD GIVE HOLLYWOOD AND DOWNTOWN THE LEADING EDGE INTO BEING THE BIGGEST AND MOST COMPETITIVE ENTERTAINMENT DISTRICT IN THE WORLD.

2009 PROPOSAL>

OBJECTIVE & OVERVIEW
We believe it is an optimal time for the Hollywood Hospitality Association (HHA) to undertake an aggressive public affairs campaign to extend last call, potentially dubbed the “Hollywood Rising” campaign.
Our campaign objective would be to secure a two-hour extension of last call in metropolitan areas of California designated as ‘Entertainment Districts or Empowerment Zones, in particular, Hollywood as a necessary first step to revitalize and rejuvenate Hollywood as the vibrant capital of culture and entertainment in the West as well as other competitive cities in our state.
Through a well coordinated public affairs, lobbying, grassroots and viral campaign we can achieve this crucial and important aspect to the entertainment business, leveraging Hollywood with the world and the ability to compete in our global economy.

SITUATION ANALYSIS
Hollywood was once the undisputed and fabled center of entertainment in the world, the symbol of creative energy, promise and enterprise that attracted dreamers and entrepreneurs who added to its luster and appeal
While the magic of the name remains, the reality is that important businesses as well as residents and visitors –as well as supporting investment capital –are being driven away from Hollywood by the challenges businesses face with city planning issues, permitting processes, rising crime, gangs, and an increasing homeless population
Hollywood’s major investors, the nightlife industry, are prepared to lead a high profile renaissance of high quality entertainment –and seek support necessary to make Hollywood a more exciting, safer and positive entertainment center that rivals and surpasses other major U.S. and international cities that have surpassed Los Angeles.

STRATEGIC APPROACH
Messaging will focus on the economic and social benefits of restoring Hollywood’s reputation by making it a vibrant, safe center for late night entertainment. The model is the makeover of Times Square in the 1990’s.
Offer a broad vision and a plan collaborated with the efforts of our local officials, including LAPD, LAFD, City Council and the community as well as anticipate and engage critics.
Make the case that the extension of Last Call –as proven in other celebrated nightlife cities in America –is necessary to succeed.
Develop broad coalition support for Last Call modification in the Hollywood Entertainment Zone as part of “Revitalizing Hollywood.” Organize support from community, law enforcement, and political leaders–driven by participation from recognized Hollywood celebrities.
Educate and engage the general public, as necessary, to show how a re-born Hollywood would enhance their lives and the quality of life in the Hollywood area, and be a source of community pride.
Seek bipartisan support in Sacramento after gaining local endorsements from law enforcement, entertainment labor groups, celebrities, businesses beyond tavern owners, news organizations/blogs and their entertainment writers and editors.

A NEW HOLLYWOOD
Hollywood has already begun the process of updating and improving its image and services to attract lucrative business and tourism including, The Academy Awards, Emmy Awards, ESPY Awards, Lifetime Achievement Awards, BET Awards and set to launch daily shows in 2010, Cirque De Soleil.
Important new venues such as Kodak Theater, and the expansive renovations of the Hollywood Roosevelt Hotel, Pantages Theater, The Hollywood Palladium, soon to be open W Hotel, The Kress, The Broadway Lofts help foster the allure and attraction of historic Hollywood.
These venues and iconic entertainment attractions are important to the nightlife culture of Hollywood, and would benefit from the "Hollywood Rising” campaign.

THE TIMES SQUARE PRECEDENT
New York’s fabled entertainment center has achieved a remarkable facelift with the leadership Mayor Giuliani and Commissioner Bratton, who committed to make it safe to visit at all hours
Manhattan has been restored as an internationally recognized hub of entertainment, attracting new businesses, restaurants, and hotels –and generating millions in new revenue
Last call in NYC is 4am, providing a longer nighttime foundation for successful entertainment enterprise
Local law enforcement cooperated with citizens, businesses, and city leaders to ensure crime was controlled. As a result, safe, fun nightlife options are now available long after midnight.
A team of developers helped the city lure upscale hotels, restaurants, and shops to the area.
Low interest rate loans were made available for renovation and facelifts to local businesses.
Hollywood is ready to undergo a similar process, and return to vibrancy and relevance.

A LAST CALL FOCUS
The first step in rejuvenating Hollywood will be adjusting last call to 4am for Restaurants, Bars and Nightclubs. This is common in many other US cities with large tourist economies and a vibrant night life and is considered normal for most respected tourist destinations abroad such as London, Sydney, and Tokyo.
A later last call will give businesses the ability to afford and sustain entertainment and related services for more hours, increasing revenue, and satisfying the expectations of modern tourism and a segment of local residents.
There are a number of statistics provided nation wide that suggest a later last call does not contribute to more crime or offenses related to alcohol, on the contrary, it has been proven to lower DUI related incidents.
We also will consult with businesses and law enforcement in these cities to see what has worked, and why, to minimize alcohol-related crime and disturbances from the extended last call.

FINANCIAL IMPACT
The tourism & entertainment industry have a major impact on the finances of California. Attracting more visitors to Hollywood will help draw the community out of an economic crisis.
Tourism generates as much as $13.6 billion in gross revenue, $751 million in local and state taxes, and provides for 279,400 jobs (2000 statistics)
Los Angeles hosts roughly 20-25 million visitors in a year
The restaurant industry is the largest employer in California, with tourism being 3rd largest
The alcohol & beverage industry represents 7% of all businesses in California, generating over $500 million in annual state tax revenues
The plan to rejuvenate Hollywood will allow it to draw more businesses, desired local residents and in-state visitors to local hotels, restaurants, bars, theaters, dance clubs, street fairs, conventions, and cultural events on a regular basis.
Hotels, taxis, metro, and all of the county’s service industries would gain from greater regional interest in entertainment and activities.
International visitors would be drawn to a region with a vibrant nightlife and entertainment options that compete with New York, London, Sydney and other great cities.
The community itself would be able to generate significant revenue through additional licensing fees and taxes on increased commerce.
Current statistics are being compiled on the Hollywood ‘Box’ businesses and it’s financial impact on the community and state.

PRECEDENT IN OTHER STATES
Nearly 20 other states allow last call later than 2am, including:
Tennessee
Mississippi
Nevada
New Jersey
Texas
Florida
New York
Illinois
Hawaii
Alaska
Indiana
Georgia
West Virginia

PRECEDENT IN OTHER CITIES
Hollywood should be empowered to compete with other cities such as these which offer last call later than 2am:

New York City
Dallas
Miami
New Orleans
Las Vegas
Honolulu
San Antonio
Indianapolis
Jacksonville
Columbus
Memphis
Houston
San Antonio
Atlanta
Washington D.C.,
Nashville
Fort Worth TX
Portland
Cleveland
Chicago


TO ARRANGE A MEETING WITH HHA AND OUR CAMPAIGN ASSOCIATES, FRONTLINE STRATEGIES, PLEASE CALL 818.642.7391. THIS PROPOSAL COULD GIVE HOLLYWOOD AND DOWNTOWN THE LEADING EDGE INTO BEING THE BIGGEST AND MOST COMPETITIVE ENTERTAINMENT DISTRICT IN THE WORLD.

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