The City Council approved the Beach Bash event and a banner program operating in conjunction with the event that advertises the weekend festivities scheduled for early June.

The council voted to reconsider the event in April following a 2-1 vote when the municipality denied the approval of the fifth annual event. Councilman Art Yoon and Mayor Sam Edgerton were absent from the meeting, but the council needed only three votes at its next meeting to reconsider the item.

Councilman Michael Keegan and Councilwoman Kathy Dunbabin were the two dissenters, and Keegan suggested a substitute motion to approve the event if organizers IMG donate an additional $30,000 to the city to fund the Historical Society’s newly approved museum expansion.

The motion failed to pass and the council approved the event based on its original proposal.

The city will generate approximately $46,000 in revenues from fees, along with a $40,000 donation from the national retailer Mervyn’s, owned by the Target Corporation.

“I really don’t like the idea of asking for more money at the last minute without giving IMG the opportunity to confer with Target; it resembles corporate extortion,” said Edgerton. “I think it’s something we should consider for next year.”

The City Council also approved a banner program that will allow Mervyn’s and Target to display 3-foot-by-7-foot signs on light poles along several major streets, along with a 4-foot-by-40-foot banner at the intersection of Pier Avenue and Valley Drive. The 38 signs will hang on streets such as Pier Avenue, The Strand, Hermosa Avenue and Pacific Coast Highway. Most of the signs will be displayed beginning May 20 and will come down June 9. The city approved a similar banner program last year. Keegan recommended the approval with a special condition of a $10,000 contribution for the advertising.

“Based on these signs’ square footage, it would normally cost $28,875 to advertise on PCH,” said Keegan. “I think what Target is contributing is chump change compared to the kind of advertising it will receive with this program.”

The event itself along with its setup and tear-down time usually lasts about 13 days, scaled back from 22 days. The event highlights extreme sports like skateboarding and BMX freestyle biking, along with an AVP volleyball tournament. Organizers usually erect the “Soul Bowl” which resembles an empty swimming pool made out of wood.

Emergency services

The Hermosa Beach City Council Tuesday night approved a five-year contract with the South Bay Regional Public Communications Authority and will now transfer its emergency dispatch services from the city of El Segundo to a new facility in Hawthorne.

At its April 8 meeting, the council agreed to allow RCC to finalize its proposal and also offered El Segundo a chance to provide its own competing estimates. With RCC the city will save an estimated $726,000 compared to El Segundo with approximately $508,000 in savings.

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Taxi franchise

The City Council agreed to move forward with its taxicab franchise contract involving four major companies by developing a starter program.

During its March 11 meeting, the council awarded the franchise to All Yellow Taxi, Bell Cab, South Bay Yellow Cab and United Independent Taxi with the rate of $1,100 per cab each year. The city approved the operation of 140 cabs split equally among the four companies that could be subject to an increase if needed that will cap out at 200.

With the new agreement, the city will generate $154,000 each year compared to last year’s $91,000. Hermosa’s rates charged to cab companies will be one of the highest in Los Angeles County.

Sunset Concert series

The City Council also approved the Sunset Concert Series slated for the summer season on the city’s beach.

For a total of $47,000, The Chantays, The Coasters and Little Anthony & the original Imperials will perform on three different Sunday evenings around 6 p.m., just prior to sunset. The city already budgeted $40,000 for the events and will cover the additional $7,000 through corporate sponsorship.