Board of Directors Meeting Date/Time: Wednesday, October 7, 2015, at 4:00 pm Location: Phyllis Morris, 655 N. Robertson Blvd, West Hollywood

AGENDA 1) CALL TO ORDER 4:00pm - Darren Gold

a) Self-Introductions/Roll Call b) Posting of Agenda c) Board Comments on Agenda

2) APPROVAL OF AGENDA & RECEIVE MINUTES 4:05pm - Karen H.

RECCOMENDATION: Approve Agenda and Minutes 3) CURRENT FINANCIALS 4:10pm - Sara Sugarman

RECCOMENDATION: Receive and Approve Budget Updates and Revisions 4) PRESENTATION - STREET MEDIA PROJECT 4:15pm Kate Meyerson, Innovation Analyst (City of West Hollywood)

Implementation of the Street Media project, composed of three parts: smart street furniture, wayfinding signage, and gateway signage. City is looking for a representative from WHDD to serve on the design sub-committee. The design sub-committee will meet the first Tuesday of every month, from 5-6:30pm in the Community Room at the Library, beginning January 5th. Anticipate 6-8 meetings, with a design completed in late 2016.

5) BOARD PROCEDURES REFRESH 4:25pm - Darren Gold Review proper procedures for making and discussing motions during meetings according to the Brown Act.

6) NEW BUSINESS a) No new business

7) UNFINISHED BUSINESS 4:30pm

a) PR Update b) City Council Meeting Updates c) EVENTS

i) Melrose Block Party – Oct. 15 ii) WestEdge District Participation – Oct. 22-25 iii) DIEM – November 13, Opening Party – November 12 iv) A Street Af(fair) –April 30, 2016 v) Food & Wine Event – Summer 2016

8) EXECUTIVE DIRECTOR REPORT 5:00pm - Ryan Farber

a) Date change November Board Meeting – Nov. 18 b) Partnerships c) BID Restructure d) Update: District Map / e) Development Updates f) New District Businesses Report g) Website/Stats

9) CITY / VWH / CHAMBER REPORTS 5:10pm

Laura Minnich, Brad Burlingame, Genevieve Morrill

10) BOARD MEMBER / PUBLIC COMMENTS 5:20pm

11) ADJOURNMENT

Written material distributed to the Board of West Hollywood Design District within 72 hours of the Board meeting is available for public inspection immediately upon distribution. Please call 310/289-2534 to make arrangements to inspect them. They will also be available for inspection during the Board meeting.

AFFIDAVIT OF POSTING State of California ) County of Los Angeles ) City of West Hollywood )

I declare under penalty of perjury that I am employed by the City of West Hollywood, in the Administrative Services Department, in the Office of the City Clerk and that I posted this agenda on:

Date: October 7, 2015

Signature: ________________________________

Office of the City Clerk 8687 Melrose Avenue, Suite M60; West Hollywood, CA 90069; Tel. 310.289.2534; Fax 310.289.2529

Minutes for Board of Directors Meeting Wednesday, September 2, 2015 at 4pm

Phyllis Morris, 655 N. Robertson Blvd, West Hollywood

Members present: Darren Gold, Jamie Adler, Karen Harautuneian, Cary Mosier, Marco Pelusi, Gary Trudell, Liz Solomon, Karen Kuo, Tod Carson, Dara Toulch Members absent: Jaime Garcia, Robina Benson, Stacie Hunt, Sara Sugarman, Craig Susser Honorary Members Present: Genevieve Morrill (Chamber of Commerce), Laura Minnich (City of West Hollywood) Honorary Members absent: Brad Burlingame (Visit West Hollywood) WHDD Staff Present: Ryan Farber, Anne Van Gorp Guests: Maribel Louie (City of West Hollywood), Alex Stettinski (Visit West Hollywood), Andy Harautuneian 1. Call to Order

Meeting called to order by Board Chair Darren Gold at 4:00pm. The September 2015 agenda was posted.

2. Approval of Minutes and Agenda A motion was made to approve the September 2015 Agenda and August 2015 minutes, it was seconded and approved.

3. Approval of Financials Ryan noted rollover of $4,000 from the previous fiscal year. He pointed to sponsorships including, Caesarstone, Union Bank, and VWH banners which puts the total at $60,000 for the fiscal year thus far. He then highlighted map ads (which paid for the entire design and production of the district maps) and the reserve fund balance of $20,000. Darren mentioned the negative balance on the spreadsheet will change once the supplemental funding is received from the City. Darren also stated that amount owed to VWH will be placed in future financials. A motion was made to approve financials for September 2015, it was seconded and approved.

4. New Business a) Discussion & Possible Vote: Sunset Strip ½ Marathon Darren discussed the marathon and its street closures. He mentioned that this private event has become an obstacle for the WHDD’s desire to produce a community event. Darren mentioned that we should possibly write a letter that makes it understood we’d like to produce an event and the difficulties we’re having. He suggests that the letter be positive not speaking negatively about the marathon, rather, highlighting that events like the design market should be considered a priority. Laura mentioned that feedback for dissent needs to have impact for business community. Maribel added that the neighbor dissent shows on overall event calendars. Maribel said we should be part of the conversation and discusses overall landscape of event

and how to become part of conversation. Gen discussed lack of economic impact realized from the marathon. Gary stated we may put more obstacles by rejecting. Jamie said we want to be part of overall event conversation. A motion was made and approved to authorize the executive committee to draft a letter for submittal to the city with regard to the impacts of the sunset strip ½ marathon and to ask for support with the design market street closure with additional direction from board of directors for executive committee to continue exploring the impacts of other major events on the district.

5. Unfinished Business:

a) PR Update Darren discussed the workshop coming to next meeting. Darren discussed secured press, including Perfect Saturday on Racked, opening Verve. Anna mentioned USA Today. Darren discussed influencer visits. Workshop is focused on secret garden tour and WestEdge, inviting list of bloggers for garden tour. WestEdge press preview dinner with Gulla and Editor lunches. Darren also discussed upcoming press.

b) City Council Meeting Updates Darren discussed approval of wayfinding and street signage study. There will be a committee and need to assign someone on WHDD to be a part of it. Darren also discussed update to the fur ban. Maribel answered questions regarding enforcement, sourced by trappers, display, complaint driven, and definition of fur product. Liz discussed additional questions. Gen discussed need for educational component by city.

c) Events i. Melrose Block Party

Karen K. discussed 8600 block of Melrose businesses to host block party with theme, Channeling your Inner Child that’s community oriented. Beneficiaries Inner City Arts and artist print or benefit shirt and raffle to raise funds for the charity. Will have food trucks, body art, social media scavenger hunt. Darren reiterated it’s a great way for neighboring businesses to come together and WHDD is here to help.

ii. Digital/Blogger – Blogger Tour – Sept 24, 2015 Darren discussed SUR takeover today and word that Martyn Lawrence Bullard will be taking over this month. Anne discussed the Louise Roe confirmed with trade package and coverage from her. Anne described the route RH, Kinara, Phillip Lim, Stacey Todd, and Gracias Madre and support by Workshop and Domino Mag. Also sponsor Black Exclusive buses to take bloggers around. Discussed the coverage and follow-up. Also discussed gift bags and board/business participation in them.

iii. WestEdge District Participation – Oct 22-25, 2015 Committee: Jamie, Tod, Karen K., Sara S Darren mentioned the confirmed participating businesses and

gave the mood boards. Darren discussed coverage from WestEdge including email marketing blasts. Discussed the DIEM satellite panel at WestEdge on Friday. Jamie discussed brand presence at this high-end trade show, great crowd and amazing way to promote the WHDD. Ryan said Troy reached out and said we have entrance booth. Jamie discussed DIEM promotion and WHDD. Discussed rotating exhibitors and way to show satellite version of who we are.

iv. DIEM- November 13, 2015 Darren discussed the process of Frances and Mallery’s list of speakers. He said Ryan wants to convene DIEM committee to discuss logistics. Committee: Karen H, Tod, Robina, Karen K, Gary. [Discussion regarding emails and board training. Came up under this item…] Topics that are being worked on and showed the DIEM ad placed in Domino Magazine. Darren reiterated how the Workshop is working on calendar listings and long lead for press. Darren noted that curators are working on getting panelists confirmed, and Anne and Ryan will be choosing showrooms soon. Ryan discussed the satellite talk DIEM talk that will take place at WestEdge and how fruitful the Creative Council was for creating this year’s DIEM content.

v. A Street Af(fair) – April 30, 2016 Darren said Ryan and he met with president and head of West Hollywood West and had an amazing meeting to work together and originate. He discussed garden tour for the neighbors. They loved the market idea and said they will support us. Now we are focused on doing the event on the street. Discussed timing with events and preparing decks and will high-gear after DIEM.

vi. Food & Wine Event- Summer 2016 Committee: Stacie, Jaime, Karen K., Craig Darren said VWH retained the firm to conceptualize the food and wine festival Hopefully in next coming months will have more updates then.

d) Streetscape Update Darren said city received over 3 million from metro to build out first segment of project, Melrose section. Still figuring out scope and timeline.

6. Executive Director Report

a) Partnerships

Ryan discussed receive from $10,000 for DIEM and signed agreement for DIEM as partner for Blogger Tour and DIEM exclusive national media. Ryan said Caesarstone will sign the agreement before DIEM, and VWH will pay September’s banners. Total of $65,000 for the year for partnerships. Still talking with Cadillac. Alex and he are discussing

opportunities. Ryan explored identifying PR agencies to access brands.

b) BID Restructure Ryan we have committee of Tod, Gary and Darren committee to start with this. Maribel said she will start to set timeline with work plan and identify things to look at specifically. Work will probably start in October.

c) Update: District Map Ryan stated it was discussed in partnerships, but all ads have been sold. Fine tuning on the back imagery. 10,000 printed for hotels and will be at WestEdge. Ryan discussed the decals are done.

d) Development Updates Laura discussed 8899 Beverly Blvd 3-2 vote at August 17th council meeting. Council will have a second reading at a coming meeting. Liz asked Laura questions about congruence of the Streetscape plan and the look of the new construction. Also, questions about how Townscape will handle the loss of parking for neighboring business customers and employees were asked of Laura. She and Maribel said they need some information from our Board members to ask the right questions.

e) New District Businesses Report Anne said Verve opened on Melrose and it was designed by another district business, Commune. Helmut Lang should open soon. She mentioned Catch will open in February. She stated that Yuka Style opened in the former Mikki Sharon space.

f) Website/Stats Anne said this month’s social media and website traffic has steadily increased from last month’s. She mentioned utilizing Facebook as a mechanism to post upcoming events and has gained traction doing so. For Instagram Martyn Lawrence Bullard will do a takeover and next month Bellami will do one. She has been using Pinterest more and has seen an increase in traffic. She stated that there will be a calendar and strategy for DIEM and WestEdge next month.

7. City / VWH / Chamber Reports

City – Laura stated that assessment invoices went out in July and have not received many calls from businesses that are confused about what the bill is about. She commended the WHDD staff and welcome committee and attributes the lack of calls to the program set in place to inform businesses early about what the BID is. She also mentioned the lessons learned from the Sunset BID and the meeting she and Maribel had with Darren and Ryan to improve certain procedures so problems won’t exist in the future. Chamber of Commerce – Gen discussed work the Chamber is doing with the City on pedestrian safety, the Eat, Shop, Play program, minimum wage survey and the Creative City awards will be taking place again in November. VWH – Alex mentioned the inaugural West Hollywood Tourism Summit on November 12 happening from 8am-11am. He then highlighted the “I am West Hollywood” program and encouraged all Board members attend the course.

8. Board Member/Community Comments No comments.

Darren adjourned the meeting. The next meeting is scheduled for Wednesday, October 7, 2015 at 4:00PM @ Phyllis Morris.

Signed for Approval

_____________________________ ______________ Darren Gold, Chair Date

YTD

$$ Yet To

Receive

Projected end

of year Budget Budget +/-

Revenue: Partnerships/Banner Program Projected Received

FY 2014-2015 Rollover 4,000.00$ 4,000.00$ 4,000.00$ Caesarstone 45,000.00$ -$

Bid Assessment 2,774.00$ 108,288.00$ 108,288.00$ Union Bank 10,000.00$ 10,000.00$

City Supplemental Funding 55,000.00$ 55,000.00$ 55,000.00$ VWH Banners 5,000.00$ 5,000.00$

Partnerships 10,000.00$ 110,000.00$ 110,000.00$ Total 60,000.00$ 15,000.00$

WestEdge 13,600.00$

Map Advertisements 5,300.00$ 5,400.00$ 10,000.00$

Bureau Sponsorship 50,000.00$ 50,000.00$

Total Revenue: 77,074.00$ -$ 346,288.00$ 337,288.00$ -$

ACTUAL

Programming Expenses: YTD

$$ Yet To

Spend

Projected end

of year Budget Budget +/-

WestEdge 13,600.00$ -$ WHDD MAPS

WHDD Design Market/Fair 50,000.00$ 60,000.00$

DIEM 43,500.00$ 50,000.00$ Ads Revenue Projected Received

Holiday Decorations 200.00$ 200.00$ Craig's, Gray, SUR 5,400.00$ Rcv'd FY 14/15

Retrospective Art Event -$ E. Braun, Gracias Madre, Bellami 5,400.00$ 5,300.00$

Beverly Block Event -$ Total 5,400.00$ 10,700.00$

District Banners -$

Design 3,500.00$ 3,500.00$ Production Expense Projected Actual

Payroll 16,000.00$ 54,700.00$ 54,700.00$ Design 3,800.00$ 3,800.00$

PR 7,500.00$ 26,000.00$ 20,000.00$ Printing 6,200.00$ Website 1,147.00$ 5,000.00$ 5,000.00$ Total 10,000.00$

District Branded Decals 740.00$ 740.00$ 1,000.00$

Walking/Parking Map 1,900.00$ 10,000.00$ 10,000.00$ WHDD Bank Balance 51,191.00$

Contribution -$ Owed to VWH 19,403.00$ Reserve Fund 5,000.00$ 5,000.00$

Subtotal: 27,287.00$ -$ 212,240.00$ 209,400.00$ -$ Total 31,788.00$

Operating Expenses: Prepay from 14/15

Payroll 16,000.00$ 89,000.00$ 89,000.00$ DIEM Curators 6,500.00$ Postage/Delivery 30.00$ 30.00$ Design Market Retainer 10,000.00$

Telephone 330.00$ 1,400.00$ 1,400.00$

Printing 200.00$ 200.00$ Reserve Fund Balance 20,000.00$

Medical/Dental 5,508.00$ 24,000.00$ 24,000.00$

Workers Comp 270.00$ 1,100.00$ 1,100.00$ Budget Projected Actual

Life Insurance 154.00$ 500.00$ 500.00$ General Marketing Expenses 39,500.00$ 45,240.00$ 11,287.00$

401k 2,351.00$ 11,200.00$ 11,200.00$ Program Expenses 110,000.00$ 93,500.00$ -$

Parking 311.00$ 100.00$ 1,000.00$ Reserve Fund/Contribution 5,000.00$ 5,000.00$ -$

Meetings 756.00$ 5,000.00$ 5,000.00$ Operating Expenses 197,630.00$ 196,730.00$ 41,849.00$

Travel & Entertainment -$ Holiday Decorations 200.00$ 200.00$ -$

Office (831.00)$ 4,500.00$ 4,500.00$ TOTAL EXPENSES 352,330.00$ 354,270.00$ 53,136.00$

Professional Accounting Fees 1,000.00$ 5,000.00$ 5,000.00$ Pre-pay from 14/15 16,500.00$

Subtotal: 25,849.00$ -$ 142,030.00$ 142,930.00$ -$ REVENUE 337,288.00$ 346,288.00$ 77,074.00$

Total Expenses: 53,136.00$ -$ 354,270.00$ 352,330.00$ -$ Remainder (1,458.00)$ (7,982.00)$ 23,938.00$

Pre-pay from 14/15 -$ 16,500.00$

Remainder 23,938.00$ -$ (7,982.00)$ 1,458.00$ -$

West Hollywood Design District - Budget FY 2015-2016

The Workshop PR Monthly Update for WHDD

September 2015 PROGRAMMING: COMPLETED & ONGOING

Secret Garden Tour o Hosted by Louise Roe on 9/24 o Bloggers and influencers attended the evening event

Mara Ferreira mlovesmblog.com 97,400 followers Rumi Neeley fashiontoast.com 629,000 followers Stephanie Liu Honeynsilk.com 38,900 followers Taye Hansberry stuffshelikes.net 41,000 followers 7. Kristina Wilde kristinawilde.com 17,300 followers 8. WhoWhatWear 9. Remi Ishizuka @rrayyme 52,900 followers 10. Lindsey Horvath 11. Aimee Santos swellmayde.com 39,600 followers 12. Lainey Daneshrad iamfashionlaine.com 417,000 followers 13. An Dyer Hautepinkpretty.com 73,800 followers 14. Maguis Sosa MelrosePlaceDiaries.com 15. Kelly Lee kellygolightly.com 46,800 followers

Melrose Block Party 10/15 o Secured Lucky Buddha Beer as sponsor

WestEdge o 10/8 Preview

Digital Preview being created to invite media to exclusive preview on 10/22 to meet with Gulla and the WHDD teams

Goals & Objectives: Create one sheet to promote Gulla’s work with that of creating awareness for the Design District's involvement with Westedge

DIEM o Press outreach completed on a national level o Upcoming Press Secured from: LA Confidential, California Interiors Magazine,

Luxe Interiors, Where LA, West Hollywood Magazine

Secured Press o West Hollywood Lifestyle Magazine, Domino o Instagram Takeover:

Martyn Lawrence Bullard (increase of 200+ followers) Potential Takeovers : RedCarpetRoxy (15.9K followers), Anita Ko (80.7K

followers), Andy LeCompte stylists

Upcoming Visits/Lunches o Freelancer Jimmy Im (New York Post, Angeleno, Wallpaper, Details, Frontiers to

name a few) o Lisa Bingham Dewit - Luxe Interiors Features Editor

PARTNERSHIP UPDATES 10.7.15

Received

Union Bank - DIEM 10,000.00$

Domino Magazine Signed. In Kind $59,000 (ad value)

VWH 10,000.00$

Total: 20,000.00$

En Route

Caesarstone 45,000.00$

Total: 45,000.00$

In Discussion

Cadillac (year Round) 75,000.00$

Luxury Living (Banners) 20,000.00$

Beverly Center (Banners) 20,000.00$

US Bank (possibly Food and/or Market)

Wells Fargo (possibly Food and/or Market)

RH Banners for District

BloomNation In Kind

Black Exclusive In Kind

Jacquart (possibly DIEM and more)

Outreach

Audi Beverly Hills Alex introduced

Benjamin Moore Ryan & Domino Magazine

Map (cost approximately $10K) Collected FY 14/15 Collected FY 15/16

E. Braun -$ 1,800.00$

Gray 1,800.00$ -$

SUR 1,800.00$ -$

Bellami Hair -$ 1,800.00$

Gracias Madre -$ 1,800.00$

Craig's 1,800.00$ -$

Total: 5,400.00$ 5,400.00$

PR Agencies

Kevin Mohajer

Gypset

Ballantines PR

Wagstaff

Digital Analytics Report for WHDD- October 7, 2015

1. Website

Website analytics were comparable to last month’s.

9/1-9/30 8/1-8/31

# of Sessions + Views:

2831, 6010 3000, 6736

Users + Unique PageViews

2373, 4820 2547, 5199

Traffic: Google/organic (50%), Direct (19), SEO referrals (11), Craig’s (3), Email (2), VWH (2)

Google/organic (48%), Direct (16), Craig’s (4) SEO referrals (15), VWH (1)

Referral Sites: Best SEO software, etc. (39%), Craig’s (12), Email (7), VWH (6), WestEdge (4), Facebook (5)

Traffic2money.com & webmasters.org (42%), Craig’s (12) VWH (4) WestEdge (3)

2. Facebook: 3410, up from 3392

Facebook was used this month to showcase the press and photos from the Secret Garden Tour, as well

as publicize our involvement in WestEdge and upcoming DIEM. Our page impressions were higher this

month at 14.3K. (August= 9.2K), and there was an increase in fan ‘talking’ rate of 107 (August=27).

3. Instagram: 3207, up from 2825 Our Instagram feed continues to grow steadily with the help of two IG takeovers in September with SUR and Martyn Lawrence Bullard (SUR gaining 57 followers; Martyn Lawrence Bullard gaining 206). Bellami Beauty Bar (30K) will do an IG takeover in October.

4. Twitter: 2117, up from 2097 Our twitter followers grew along with impressions reached 10,090 impressions (August=8105). I hope to continue to do some Twitter chats to help increase our reach and audience.

5. Pinterest: 713, up from 699(avg. daily impression); 568, up from 555 (avg. daily user) Time has been spent weekly to pin and keep our boards fresh. I’ve leveraged celebrity spottings in the district and pinned photos onto our “Seen in the District” board. I’m optimizing blog images to be fit for Pinterest as well.

Next Steps: Next month we will focus on completing and implementing our social media strategy for our

upcoming events: WestEdge and DIEM. We will begin scheduling out some of the posts and ensuring all

partners and agreed upon coverage is complete. Once the DIEM line-up and details are complete, we

will share these details and leverage participants to help spread the word.