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Concessionaire Application

Camera Obscura Building
1450 Ocean Avenue
Santa Monica, CA
The City of Santa Monica ("City") is seeking proposals from qualified café operators, hospitality professionals, and food and beverage concessionaires to program and operate up to 2,000 square feet of café and small warming kitchen space within the iconic Camera Obscura Building at 1450 Ocean Avenue. The café is part of a larger renovation of the Camera Obscura Building that includes approximately 2,000 square feet of exhibition space programmed by the City's Cultural Affairs Division, as well as new outdoor deck and gathering spaces.

This Request for Proposals (RFP) is intended to identify and select an experienced operator, obtain market feedback, and inform the City's final operating model and interior design.

Please review full RFP and additional information here:
https://www.santamonica.gov/leasing-opportunities

In addition to this required application, applicants may submit supplemental attachments by emailing econdev@santamonica.gov under the subject line: "1450 Ocean Ave Supplemental Attachments."
Business Name(Required.)
Contact Name(Required.)
Contact Email(Required.)
Contact Phone Number(Required.)
Proposed Concept:

The selected operator may offer:
  • Selected operator may be responsible for:
  • Daily café operations*
  • Events and catering
  • Coordination with City-sponsored programming
  • Maintaining high-quality customer service
  • Activating the facility throughout the year
*Alcohol subject to regulatory approval.

The City welcomes innovative concepts that enhance the visitor experience while remaining accessible to the public.
Describe your proposed concept, including proposed hours of operation, menu(s) and pricing.(Required.)
Describe your preliminary operational approach.(Required.)
Describe your interest and ideas for supporting City events and private rentals.(Required.)
Qualifications:

The City seeks an experienced operator capable of creating a destination café that advances the City's Parks and Recreation Vision Plan, complements the civic and cultural purpose of the Camera Obscura Building, and supports a diverse calendar of public programming, community activities, and private events, as necessary.

The ideal operator will bring a high-quality hospitality experience and demonstrate relevant experience in one or more of the following areas:
  • Café operations
  • Catering and event food service
  • Hospitality management
  • Cultural venues
  • Museums or visitor attractions
  • Public facilities
Describe your relevant hospitality experience, with reference to location(s).(Required.)
Describe your experience within public facilities or event venues, if applicable, with reference to location(s).(Required.)
Financial Structure:

The City anticipates negotiating a concession agreement.

Respondents are encouraged to provide proposed financial structure, including:
  • Proposed base rents (including but not limited to Minimum Annual Guaranteed Rent, Percentage Rent based upon Gross Receipts, or combination of)
  • Proposed capital investments
  • Equipment contributions
  • Revenue sharing for catering and event services
  • Desired renewal options
Proposed monthly base rent(Required.)
Proposed percentage rent structure(Required.)
Proposed capital improvements and equipment contributions(Required.)
Term Length:

The City is open to proposals for short-term operators (e.g. one year or less) as well as long-term operators (e.g. 3-5 years plus potential options) and may also consider a hybrid approach (e.g. up to LA28 with potential to transition to a long-term operational partnership thereafter).
Requested Term Minimum(Required.)
Requested Term Maximum(Required.)
Proposed Renewal Options and/or alternate term structure(Required.)
Additional Lease Terms & Conditions:

Please review the following carefully and note any proposed adjustments to lease terms and conditions.

Design Collaboration:
Because the project remains in the design phase, Operator input may help inform final building improvements. The City is interested in receiving operational recommendations regarding:
  • Kitchen layout
  • Equipment needs
  • Customer circulation
  • Storage
  • Patio/outdoor seating
  • Event support
  • Accessibility, including loading and deliveries
  • Utility requirements
Completion of Improvements:
Renovations are expected to be completed, with the building ready for operations, in Summer 2027.

Operational Pause:
An operational pause will be negotiated into lease terms for June through September 2028, in conjunction with the Olympic and Paralympic Games. During this time, the space will serve as Switzerland's official hospitality, cultural, media, and event venue. Following the Games, the selected operator will resume expanded cafe/concessions operations with year-round programming.
Describe any proposed terms and conditions in relation to the Operational Pause described above.(Required.)
Describe any specific improvements required to operate your business.(Required.)