Final Report

December 23, 2019

2019 Survey Results by:

Community Arts Resources Community Arts Resources Contents

04 Overview

15 City Results

16 La Habra 20 Buena Park & Anaheim 27 Stanton 31 Garden Grove 35 Westminster 39 Huntington Beach

43 Appendix

44 A: Communications and Outreach 60 B: Branded Collateral 61 C: Surveys 63 D: Social Media Report (ACE) 72 E: Media Summary (ACE) 73 F: Ad Report (ACE) 79 G: OCTA Bus Information 80 H: Project Team

Meet on Beach Final Report | Community Arts Resources 3 Introduction

Meet on Beach Final Report | Community Arts Resources 4 Project Summary

On November 17th, 2019, Meet on Beach (MOB) connected seven Orange County cities for the first time to re-imagine twenty one miles of car-centric Beach Boulevard as a walkable and bike friendly thoroughfare. Given the regional planning efforts focused on Beach Blvd. and surrounding areas by Caltrans and OCTA, the goal of MOB was to serve as an opportunity to leverage bike and pedestrian focused programming and inspire the public about the potential for Beach Blvd. as a multi-modal street.

Five years ago the Renew Beach Boulevard Coalition was formed by seven cities that participated in the Go Human Event: La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington Beach. In 2017, Buena Park received the Southern California Association of Governments’ grant. By the Fall of 2018 Meet on Beach became a part of the economic revitalization efforts of the Renew Beach Boulevard Coalition. Expanding upon re-branding and signage efforts that the Renew Beach Boulevard Coalition had begun prior to the SCAG grant, the cities worked collaboratively to plan and execute this one-day free opportunity for the public. Events at each of the cities connected twenty-one miles along Beach Blvd., with a 1.5 mile open-streets festival between Buena Park and Anaheim. Each festival showcased alternative modes of transportation and family activities focused on health and wellbeing, bringing community-centered programming to the Historic State Route 39.

The challenges of the project were largely due to the scale of Beach Blvd. which is not currently welcoming to active transportation

Pedicab in Buena Park & Anaheim Open Streets (top) or pedestrians. The car-centric highway was La Habra Information booth with CARS staff (middle) as much a challenge as an asset in provoking Robert Castillo’s BMX Freestyle at Huntington Beach (bottom)

Meet on Beach Final Report | Community Arts Resources 5 Project Summary (cont’d.)

creative bike-able and walkable programming in displaying the connection and collaboration such a car-dominated environment. This one- between the seven cities, establishing a cohesive day event transformed the iconic State Route yet unique brand identity for both Meet on 39 into a people-oriented regional corridor Beach and the individual cities. This brand with live entertainment, walkable streets and identity was spread with free giveaways at each events, free public activities, as well as tactical event including Meet on Beach and city specific urbanism interventions that encouraged bike buttons, MOB tote bags available in exchange for safety and pedestrian safety through activities completed surveys, and MOB hats for individuals and education. Furthermore, MOB presented who visited three or more cities. This branded creative branding along Beach Blvd. to imagine it collateral as well as extensive digital marketing as a passageway that incorporates multi-modal and media outreach prior to the event built mobility efforts in the future. interest in combination with promoting a brand Marketing efforts were an important asset in identity that supports Meet on Beach events in the future. Ideally, participants at each event were inspired to transform into advocates for the development of such sustainable and human- centered streets in their communities. Meet on Beach sparked awareness of the possibilities for a more active lifestyle for Orange County residents.

Meet on Beach Huntington Beach

Meet on Beach Final Report | Community Arts Resources 6 Participants

04 Orange County Transportation 01 Southern California Association Authority (OCTA) of Governments (SCAG) The OCTA had a presence at Buena Park and Huntington Beach’s SCAG’s Go Human campaign is an event hubs and provided in-kind active transportation safety and marketing support with in-bus ads, encouragement campaign that e-newsletters, and free bus passes supports local jurisdictions through for the event. demonstration projects and safety- oriented advertising to encourage Renew Beach Boulevard and support active transportation 05 infrastructure and increase rates Coalition of walking and biking in the This collective includes elected region. MOB’s SCAG grant was in offi cials and staff from each of the partnership with the Mobile Source following cities: La Habra, Buena Reduction Committee (MSRC). Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington 02 Community Arts Resources Beach. (CARS) CARS produced the event, 06 Local Businesses & establishing the brand and Organizations coordinated marketing and media Each city engaged with various outreach in collaboration with ACE local businesses and organizations Agency. to sponsor and program events as well as city departments such as 03 California Department of Police, Public Works, local schools, Transportation (Caltrans) and others. California Department of 07 Orange County Health Care Transportation awarded a grant Agency (OCHCA) from the Active Transportation Program to support SCAG’s’ Go Orange County Health Care Agency Human campaign. provided community outreach at the Buena Park and Garden Grove hubs.

Meet on Beach Final Report | Community Arts Resources 7 Map of Meet on Beach Locations

Events at each of the cities connected 21 miles along Beach Blvd., with a 1.5 mile open-streets festival between Buena Park and Anaheim.

5 La Habra 57

91 Buena Park

605 Anaheim Stanton

BEACH BOULEVARD BEACH 22 Garden grove

Westminster

405 55 1 39 N PACIFIC OCEAN

Huntington Beach

Meet on Beach Final Report | Community Arts Resources 8 Project-wide Key Findings

Meet on Beach Survey Analysis

Surveys were completed by participants at each of the seven city events incentivized by Meet on Beach tote bags. Over 830 surveys 50% were collected across the seven cities. An of respondents stated that overwhelming majority of respondents stated they strictly use a car to travel that Meet on Beach was an inspirational event that encouraged walking and biking. The around their community. majority of respondents relied solely on their car as a means of transportation, making demonstrations and events such as Meet on Beach particularly critical in re-shaping the transportation landscape across these Orange <6% County communities. less than six percent of respondents stated that they 91% walked to travel around their respondents stated that Meet community. on Beach inspired them to walk or bike more. <4% less than four percent of respondents stated that they bike to travel around their community.

Meet on Beach Final Report | Community Arts Resources 9 Project-wide Findings: Demographics

Zipcodes of Survey Respondents

The most surveys were collected from Buena Park, therefore this area’s zip codes are the most represented.

Meet on Beach Final Report | Community Arts Resources 10 Project-wide Findings: Demographics

Meet on Beach Survey Analysis Continued

MeetDemographic on Beach information was collected in results varied from city to city, families, young, English, Spanish, and Vietnamese. Overall and middle aged adults attended in fairly similar Aggregatethe age, gender, Data and area of residency for the numbers, overall demonstrating the range of attendees at MOB were majority female and mobility needs to be accommodated in future Age,between bar the ages of 35-45. Detailed survey transit plans and events. analysisMeet per on city Beach can be found in the upcoming Cities Results section of this report. While Aggregate Data Gender < 18 AgeAge, of6% Survey bar Respondents Gender 1% 18-24 8% Gender < 18 6% Prefer not to say 1% 25-34 18-2419% 8% Prefer not to say

35-44 25-3424% 19% 36% 35-44 24% 36% Male 45-54 20% 64% Male 45-54 20% 64%Female Female 55-64 55-6416% 16%

65-74 65-747% 7%

>75 1% >75 1%

Meet on Beach Final Report | Community Arts Resources 11 Project-Wide Findings: Key Concerns

Top 3 Things that would enhance Beach Blvd for people walking: Wider sidewalks 01

Vibrant things to see and do 02 Responses Well maintained & clean sidewalks 03

Top 3 Things that would enhance Beach Blvd for people biking:

More bike lanes on the road 01

More bike lanes protected from vehicles 02

Responses Driver/Bicyclist Education 03 48% of survey respondents said unsafe drivers keep them from biking or walking more in their communities.

Meet on Beach Final Report | Community Arts Resources 12 Communications, Marketing & Outreach

Marketing and Media Outreach Below is an illustration of the results of the marketing and media outreach efforts prior to MOB. The majority of respondents 300 heard about the event through social media ( ie. Facebook and Instagram). Digital outreach also included e-blasts and a website which almost nearly matched the million+ amount of event promotion accomplished through in-person marketing techniques earned media impressions such as word of mouth, printed ads, and flyering. In the future, digital and in-person marketing should be used in conjunction to reach the widest audience. The metrics of Communications and Marketing can be 87 found in sections A-G of the Appendix. total press clips

How did you hear about MOB?

Meet on Beach Final Report | Community Arts Resources 13 Project-Wide Press Highlights

CARS commissioned three photographers to photograph all community events and activities. Below are MOB press highlights. The pre-event press conference at Buena Park and Anaheim contributed to the widespread media coverage and engagement with Meet on Beach.

Meet on Beach Final Report | Community Arts Resources 14 City Final Reports

Meet on Beach Final Report | Community Arts Resources 15 La Habra

Meet on Beach Final Report | Community Arts Resources 16 Site Programming

(FREE)

IMPERIAL HWY

BEACH BLVD HUB AT&T N

COYOTE CREEK COYOTE CREEK BIKEWAY Move More • Bike • Walk • Connect at Coyote Creek Bikeway in La Habra

Location Activities: ATT Store Parking Lot (2000 → Optional bike ride on the Coyote Imperial Hwy) Creek bike trail. (1, 5 and 10 mile bike ride maps were Hours available) 9 a.m. – 12 p.m. → La Habra Cross Fit Obstacle Course Music Demonstrations DJ Sets by Ross Creations → La Habra Collaborative Zumbathon

Food → Whittier Cyclery Bike Shop Local Food Trucks — Free bike safety checks and Trader Joe’s → 3G Bikes — Free bike safety checks

Parking → Team Soil BMX Bike Show Trader Joe’s property at 2101 → The Children’s Museum West Imperial Highway at La Habra — arts & crafts booth → La Habra Police Bike Patrol

SPONSORS / PARTNERS: City of La Habra, La Habra Police Department, La Habra Collaborative, La Habra Chamber of Commerce, AT&T — La Habra, Trader Joe’s — La Habra

Meet on Beach Final Report | Community Arts Resources 17 La Habra Survey Results

85 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? at Meet on Beach? Beach? 1. Opportunity to exercise (37%) 57% 1. Word of Mouth (28%) 2. Free Activities (34%) 2. Social Media (20%) 3. Curiosity about Beach Blvd. (28%) 29% 3. Postcards/flyers/signs (13%) 4. Vendors (5%) 4. Printed Ads (13%) 12% 5. Website (9%) 6. Email (6%)

How do you typically What keeps you from biking travel around your or walking more in your of survey respondents community? community? say Meet on Beach 90% inspired them to bike/ Meet on Beach 2019 - La Habra walk more! 93% 1. Concerned about unsafe drivers (48%) Age Chart The top 3 things that would 41% 2. Destinations are too far to walk or bike (21%) enhance Beach Blvd. for people walking 20% 3. Time (16%) 4. I just don’t think about it much (10%) 1. Sidewalk lighting (46%) 5% 5. Concerned about crime (9%) 2. Well maintained and clean sidewalks (45%) 3. Wider Sidewalks (32%) Demographics Meet on Beach 2019 - La Habra • 47% of survey respondents reside in zip code 90631. The top 3 things that would Age Chart enhance Beach Blvd. for • Gender: 57% of attendees were female and 42% were male people biking • Age: 1. More bike lanes protected from vehicle (63%) 2. More bike lanes on the road (50%) 3. Driver education/bicyclist education (32%) of survey respondents rated their experience at La Habra’s Meet on 98% Beach event as “good” or “very good

Meet on Beach Final Report | Community Arts Resources 18 La Habra Photos and Overview

La Habra’s “Move More, Eat Healthy” campaign recognizes that healthy eating and regular physical activity are key ingredients to good health at any age. The city’s event provided opportunities to learn about ways to be physically active and have access to reliable nutrition, education, and healthy affordable foods along the Coyote Creek Bikeway. This event included an optional bike ride on the Coyote Creek bike trail, La Habra’s cross fit obstacle course demonstrations, La Habra collaborative zumbathon, and the Children’s Museum of La Habra’s arts and crafts booth.

Meet on Beach Final Report | Community Arts Resources 19 Buena Park +Anaheim

Meet on Beach Final Report | Community Arts Resources 20 Site Programming

1.5 miles of Open Streets connecting Buena Park and Anaheim!

Hub 1 Hub 2 Hub 3 Knott’s Berry Farm Stanton & West Anaheim Independence Hall Beach Blvd Hub Youth Center (8039 Beach Blvd.) (8650 Beach Blvd.) (320 S. Beach Blvd.)

Music Music Music Live Performances Live DJ Music Live DJ music and by The Springsteen performances by the Experience and more! Food Anaheim Family YMCA, Grub Plug, Baby’s Boys and Girls Club Food Burgers, and 32 of Greater Anaheim- VCHOS, Knott’s Berry Degrees Cypress, Danbrook Farm Truck, and My Dolphin Performance Activities Delight Cupcakery Troupe, Project S.A.Y. →  Bike Rodeo Grupo Folklorico Juvenil Activities → Bike Inspections and de Anaheim, and a United → Yoga by Purple Decorating States Military Band Yoga Studio →  Crafts Food → SCAG Go Human →  Dragon Dogs, Fiesta Challenge Materials Rock Wall Gourmet, and Meat Up BBQ → America on Track Obstacle Course Activities → Cal Poly Urban → Alt 98.7 / iHeartMedia Design Think Tank → Anaheim Ducks Street Team, Wild Wing, and Mobile Hockey Rink → Disneyland Resort Junior Chef Experience SPONSORS / PARTNERS: → Bicycle Rodeo → Laser Quest → Arts & Crafts and Face Painting → Ramp N’ Roll Mobile Skate Park → REI and Free Bike Maintenance

Meet on Beach Final Report | Community Arts Resources 21 Buena Park + Anaheim Overview & Site Plan

Buena Park + Anaheim Overview

LA PALMA AVE Musicians, dancers, and artists

breathed new life into the first-ever AVE STANTON

Orange County open streets event on BUENA PARK Beach Blvd. connecting La Palma (PAID) DOWNTOWN MALL Avenue to Orange Avenue between KNOTT’S BERRY Knott’s Berry Farm’s Independence FARM BEACH BLVD (FREE) Hall in Buena Park and the West INDEPENDENCE Anaheim Youth Center. Along this HALL BUENA PARK DOWNTOWN corridor the Orange County BEACH BLVD HUB community enjoyed 1.5 miles of 1 car-free streets.

GRAND AVE GRAND KNOTT’S

SOAK CITY AVE DALE Performers included the international pin-up darlings CRESCENT AVE

BEL AIR ST AIR BEL

reminiscent of the WWII USO camp AVE STANTON shows, All Nations Singers Native American Veterans and the Flag &

Victory Song, as well as The HUB Springsteen Experience. The open BEACH BLVD 2 streets festival had hands-on BEACH BLVD

activities such as bike decorating and AVE GRAND sidewalk art, family-friendly games and crafts, rock wall climbing, a pop- up hockey skating rink, mobile skate park, and laser tag.

LINCOLN AVE

BEACH BLVD BEACH

BEACH BLVD BEACH

DALE AVE DALE Hours: 10 a.m – 2 p.m. WEST ANAHEIM CARBON CREEK Parking: Downtown YOUTH CENTER Buena Park Mall SCHWEITZER (8150 La Palma Ave) PARK HUB ONLY NORTHBOUND LANES OF BEA CH CHEROKEE 3 BLVD BETWEEN ORANGE AND LA PALMA ACADEMY AVE WILL BE C LOSED; SOUTHBOUND LANES WILL REMAIN OPEN . ST AIR BEL

MEET O N BEA CH R OUTE

CAR CROSSING POINTS

PARKIN G N

ORANGE AVE

Meet on Beach Final Report | Community Arts Resources 22 Buena Park + Anaheim Press Conference

The opening ceremony included Orange County Supervisor Doug Chaffee from the 4th district, Buena Park Mayor Art Brown, Buena Park Mayor Pro-Tem Fred Smith, Mayor of Anaheim Harry Sidhu, Councilwoman Denise Barnes, president of Southern California Association of Governments Bill Jahn, and Chief of Public Affairs and Media Relations for Caltrans District 12 , David Matza. Each speaker discussed initiatives in Orange County revitalizing Beach Boulevard as a part of re-envisioning transportation in Orange County.

Meet on Beach Final Report | Community Arts Resources 23 Anaheim Survey Results

173 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? at Meet on Beach? Beach? 1. Opportunity to exercise (46%) 46% 1. Social Media (32%) 2. Free Activities (41%) 2. Word of mouth (22%) 3. Curiosity about Beach Blvd. (36%) 35% 3. Postcards/flyers/signs (14%) 4. Work (4%) 4. Website (9%) 22% 5. Email (6%) 6. Printed ad (5%)

How do you typically What keeps you from biking travel around your or walking more in your of survey respondents community (people community? say Meet on Beach picked more than one). 90% inspired them to bike/walk 1. Concerned aboutMeet on unsafe Beach drivers 2019 - La Habra more! 82% (52%) Age Chart 2. Destinations are too far to walk or bike The top 3 things that would 38% (33%) enhance Beach Blvd. for 3. Concerned about crime (20%) people walking 22% 4. Time (13%) 1. Well maintained and clean sidewalks 5. I just don’t think about it much (10%) (53%) 13% 2. Wider Sidewalks (41%) 3. Vibrant things to see and do (38%) Demographics Meet •on 31Beach % of 2019 survey - Anaheim respondents reside in zip code 92804. The top 3 things that would Age Chart enhance Beach Blvd. for • Gender: 63 % of respondents were women, 35% were male people biking • Age: 1. More bike lanes on the road (61%) 2. More bike lanes protected from vehicles (47%) 3. Driver education/bicyclist education (27%) of survey respondents would be very likely or may be likely to use an 97% on-demand micro transit system in West Anaheim

Meet on Beach Final Report | Community Arts Resources 24 Buena Park Survey Results

261 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? at Meet on Beach? Beach? 1. Opportunity to exercise (54%) 50% 1. Social media (38%) 2. Free Activities (53%) 2. Word of Mouth (20%) 3. Curiosity about Beach Blvd. (40%) 35% 3. Postcards/flyers/signs (16%) 4. Website (13%) 18%

How do you typically What keeps you from biking of survey respondents travel around your or walking more in your say Meet on Beach community (people community? inspired them to bike/walk Meet on Beach 2019 - La Habra picked more than one). 93% more! 1. ConcernedAge aboutChart unsafe drivers 85% (55%) 2. Destinations are too far to walk or bike The top 3 things that would enhance Beach Blvd. for 33% (33%) 3. Time (16%) people walking 23% 4. Concerned about crime (18%) 1. Wider sidewalks (44%) 5. I just don’t think about it (12%) 2. More trees/shade (42%) 7% 3. Vibrant things to see/do (40% Demographics The top 3 things that would Meet on Beach• Out 2019 of -survey Buena Parkrespondents, 28% of residents live in 90620 enhance Beach Blvd. for Age Chart • Gender: 72% of respondents were female, 28% male people biking • Age: 1. More bike lanes on the road (60%) 2. More bike lanes protected from vehicles (58%) 3. Traffic Enforcement (33%) of survey respondents rated their experience at Buena Park’s Meet on 96% Beach event as “good” or “very good

Meet on Beach Final Report | Community Arts Resources 25 Buena Park + Anaheim Open Streets Photos

Meet on Beach Final Report | Community Arts Resources 26 Stanton

Meet on Beach Final Report | Community Arts Resources 27 Site Programming

CEDAR ST CEDAR

(FREE)

BEACH BLVD BEACH

STANTON HUB N PARK

STANTON STORM CHANNEL

Participate in hands-on workshops at Stanton’s Walkable Streets Lab at Stanton Park!

Location Activities: Stanton City Hall → OCFA Fire Engine Parking Garage → OCSD Police Cruiser (11111 Cedar St) → Baile Folklorico and Hula Hours dance performances 10 a.m. – 2 p.m. → Mayor’s Fitness Challenge Obstacle Music DJ Ace from Flawless Course provided by Entertainment will be MCing America on Track → SCAG’s Go Human Food Challenge Materials Burning Buns → Health screenings Parking provided by Xpress Stanton City Hall Parking Urgent Care Structure (11111 Cedar St.)

SPONSORS / PARTNERS: America on Track, Xpress Urgent Care

Meet on Beach Final Report | Community Arts Resources 28 Stanton Survey Results

62 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? (people could at Meet on Beach? Beach? pick multiple) 73% 1. Word of Mouth (33%) 1. Curiosity about Beach Blvd. (42%) 2. Social Media (23%) 2. Opportunity to exercise (30%) 22% 3. Postcards/flyers/signs (15%) 3. Free Activities (33%) 7% 4. Printed Ads (7%) 4. Opportunity to exercise (30%) 5. Website (8%) 6. Email (3%) 3%

How do you typically What keeps you from biking of survey respondents travel around your or walking more in your say Meet on Beach community (people community? (People could inspired them to bike/ picked more than one). pick more thanMeet onone) Beach 2019 - La Habra87% Age Chart walk more! 24% 1. Concerned about unsafe drivers (45%) The top 3 things that would 84% enhance Beach Blvd. for 2. Destinations are too far to walk or bike people walking 15% (37%) 3. Concerned about crime (30%) 1. More trees and shade (53%) 2. Vibrant things to see and do (45%) 8% 4. I just don’t think about it much (17%) 5. Time (10%) 3. Public space/parks (45%) Demographics • 25% of survey respondents reside in zip code 90680. The top 3 things that would enhance Beach Blvd. for Meet• Gender: on Beach 68% 2019 of - Stanton attendees were female and 33% were male Age Chart people biking • Age: 1. More bike lanes protected from vehicle (69%) 2. More bike lanes on the road (69%) 3. Driver education/bicyclist education (37%) of survey respondents rated their experience at Stanton’s Meet on Beach 90% event as “good” or “very good

Meet on Beach Final Report | Community Arts Resources 29 Stanton Photos and Overview

Stanton’s “Walkable Streets Lab” encouraged the community to walk or ride to experience traffic safety through a new entertaining lens. With Live Baile Folklorico and Hula dance performances, an inflatable obstacle course, Firetruck and Police cruiser demonstrations by Orange County Fire Authority (OCFA) and Orange County Sheriff’s Department (OCSD), and Health screenings provided by Xpress Urgent Care.

Meet on Beach Final Report | Community Arts Resources 30 Garden Grove

Meet on Beach Final Report | Community Arts Resources 31 Site Programming

CHAPMAN AVE US BANK

BEACH BLVD BEACH PLAYA HUB GALLERIA (FREE) SHOPPING CENTER

WAKEHAM ELEMENTARY SCHOOL N

At the halfway point, enjoy interactive exhibits, activities, and chances to win prizes!

Location Activities: Wakeham Elementary → Safe Moves City interactive (7772 Chapman Ave.) exhibit, in partnership with the Garden Grove Police Department Hours (GGPD) 10 a.m. – 2 p.m. → Art in Motion for Kids Workshop Music → Papa Wheelie’s Service Station: DJ Gummo a fix-it pop-up and repair stop

Food → City giveaways Fiesta Gourmet and Drizzle Inc. → Oversized lawn games

Parking → Opportunity drawing for Free parking at the US Bank electric scooter or family stay lots, located at the southeast at Great Wolf Lodge, So Cal corner of Beach Boulevard → Rock wall and Chapman Avenue → GGPD Accident Reduction Team (ART) Photo Opportunity → Inflatable obstacle course

SPONSORS / PARTNERS: Papa Wheelie Bicycles, Great Wolf Lodge, Garden Grove Police Department

Meet on Beach Final Report | Community Arts Resources 32 Garden Grove Survey Results

49 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? at Meet on Beach? Beach? 1. Free Activities (30%) 1. Social Media (28%) 2. Curiosity about Beach Blvd. (23%) 47% 2. Word of Mouth (15%) 3. Opportunity to exercise (19%) 37% 3. Postcards/flyers/signs (15%) 4. Did not know about the event until I 4. Printed Ads (9%) arrived (15%) 6% 5. Website (9%) 6. KTLA (4%) 2%

How do you typically What keeps you from biking of survey respondents travel around your or walking more in your say Meet on Beach community (people community? inspired them to bike/ Meet on Beach 2019 - La Habra picked more than one). 90% walk more! 1. ConcernedAge about Chart unsafe drivers 85% (46%) 2. Destinations are too far to walk or bike The top 3 things that would 51% (35%) enhance Beach Blvd. for 3. Time (23%) people walking 21% 4. Concerned about crime (23%) 1. Wider Sidewalks (49%) 5. I just don’t think about it much (8%) 2. Well maintained and clean sidewalks 13% (49%) 3. Improved public safety (46%) Demographics The top 3 things that would • 18% of respondents from zip code 92841 Meet on Beach 2019 - Garden Grove enhance Beach Blvd. for Age Chart• Gender: 69% of respondents were female, 31% were male. people biking • Age: 1. More bike lanes protected from vehicle (57%) 2. More bike lanes on the road (57%) 3. More bicycle parking (31%) 4. Traffic enforcement (31%) 5% 7% of survey respondents rated their experience at Garden Grove’s Meet on 88% Beach event as “good” or “very good

Meet on Beach Final Report | Community Arts Resources 33 Garden Grove Photos, Site Plan, & Overview

Garden Grove’s site activation included a raffle for a lucky prospect pro scooter or a family stay at Great Wolf Lodge Southern California as well as oversized lawn games, a live DJ, “Safe Moves City” interactive exhibit, a pop-up art tent, inflatable obstacle course, and Papa Wheelie’s fix it station to stop in for a bike tune-up.

Meet on Beach Final Report | Community Arts Resources 34 Westminster

Meet on Beach Final Report | Community Arts Resources 35 Site Programming

MONROE ST MONROE

WESTMINSTER BLVD

BEACH BLVD BEACH COMMUNITY SERVICES BUILDING WAY AMERICAN ALL

JACKSON ST JACKSON SENIOR HUB CENTER 16TH ST

(FREE) CITY HALL N 15TH ST

Bike over to Westminster’s Civic Center for active and healthy fun with a bike rodeo and a health resources fair!

Location Activities: Westminster Civic Center → Bike Rodeo (8200 Westminster Blvd.) → Westminster Police Department Bike Team Hours 11 a.m. – 2 p.m. → K-9 Demonstrations featuring Pako & Ranger Music → Bike Licensing → Flu Shot Clinic hosted by Food Orange County Supervisor FREE Hot Dogs, Kettle Corn, Andrew Do, First District Italian Ice, and Water (ages 3 years & older; first come, first served; limited quantity) Parking → Resource Fair Westminster Civic Center → Bounce House (8200 Westminster Blvd) → Giant Slide → Inflatable Obstacle Course → Face Painting → Games/Activities → Giveaways

PARTNERS: Westminster Police Department, Westminster Police Officers Association, Westminster Public Works, Westminster Community Services & Recreation, Orange County Fire Authority, Orange County Health Care Agency, Westminster Water Division, Westminster Family Resource Center, Project W, Westminster Youth Committee

Meet on Beach Final Report | Community Arts Resources 36 Westminster Survey Results

85 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? at Meet on Beach? Beach? 1. Free activities (42%) 77% 1. Social Media (34%) 2. Curiosity about Beach Blvd. (23%) 2. Word of mouth (22%) 3. Opportunity to exercise (23%) 18% 3. Website (18%) 4. Postcards, flyers, sign (16%) 4% 5. Email (8%)

How do you typically What keeps you from biking of survey respondents travel around your or walking more in your say Meet on Beach community (people community? inspired them to bike/ Meet on Beach 2019 - La Habra picked more than one). 91% walk more! 1. ConcernedAge about Chart unsafe drivers (43%) 77% 2. Destinations are too far to walk or bike The top 3 things that would enhance Beach Blvd. for 32% (36%) 3. Concerned about crime (18%) people walking 12% 4. I just don’t think about it much (17%) 1. Well maintained and clean sidewalks 5. Time (15%) (47%) 9% 2. Wider sidewalks (39%) 3. Improved sidewalk lighting (39%) Demographics • 55% of survey respondents reside in zip code 92683 The top 3 things that would Meet on Beach 2019 - Westminster enhance Beach Blvd. for Age Chart• Gender: 59% of respondents were female and 41% male people biking • Age: 1. More bike lanes on the road (55%) 2. More bike lanes protected from cars (54%) 3. Driver education/bicyclist education 5% (38%) 7% of survey respondents rated their experience at Westminster’s Meet on 98% Beach event as “good” or “very good

Meet on Beach Final Report | Community Arts Resources 37 Westminster Photos, Site Plan, & Overview

Westminster’s Civic Center came alive with active and healthy fun that included a bike rodeo, resource fair that included bike licensing, a bounce house and free hot dogs, italian ice, and kettle corn.

Meet on Beach Final Report | Community Arts Resources 38 Huntington Beach

Meet on Beach Final Report | Community Arts Resources 39 Site Programming

PACIFIC COAST HWY

BEACH BLVD BEACH (PAID) HUNTINGTON BEACH BIKE TRAIL

HUNTINGTON BEACH HUB

N

Cruise over to Huntington Beach for a family-friendly lively festival at the sand!

Location Activities: Huntington Beach → Robert Castillo’s Municipal Parking Lot BMX Freestyle Team — Beach Blvd. & PCH → Surf & Sport Massage Therapy Providing Light Hours Services 10 a.m. – 2 p.m. → Active Strength & Music Conditioning Endurance Live performance by Course The Ramsey Brothers → HB Cycles Food → Nutrabolt/C4 Dos Chinos LLC, Kala Truck, and iVibe Coffee SoCal → JAX Bicycles → REI Minor Bike Repair Parking Paid parking is available in the City lot at Beach Blvd and PCH

SPONSORS / PARTNERS: Surf & Sport Massage Therapy, Active Strength & Conditioning, HB Cycles, JAX Bicycles, Nutrabolt/C4, OC Vector Control, REI, City of Huntington Beach Police Department, Community Services Department, Public Works Department, Search & Rescue, C.E.R.T, Senior Transpiration, Robert Castillo’s BMX Freestyle Team, The Ramsey Brothers, iVibe Coffee, Kala Truck, Dos Chinos, and the Beach Boulevard of Cars

Meet on Beach Final Report | Community Arts Resources 40 Huntington Beach Survey Results

83 Total Responses

How did you hear What brought you to the How did you arrive about Meet on event today? at Meet on Beach? Beach? 1. Free Activities (43%) 42% 1. Social media (18%) 2. Opportunity to exercise (29%) 2. Word of mouth (17%) 3. Curiosity about Beach Blvd. (29%) 36% 3. Postcards/flyers/signs (10%) 4. Did not know about the event until I 4. Printed Ads (10%) arrived (19%) 19% 5. Website (9%) 6. Email (5%) 6%

How do you typically What keeps you from biking of survey respondents travel around your or walking more in your say Meet on Beach community (people community? inspired them to bike/ Meet on Beach 2019 - La Habra picked more than one). 93% walk more! 1. ConcernedAge about Chart unsafe drivers 70% (47%) 2. Destinations are too far to walk or bike The top 3 things that would 58% (32%) enhance Beach Blvd. for 3. Time (20%) people walking 52% 4. I just don’t think about it much (12%) 1. Public space/parks (42%) 5. Concerned about crime (11%) 2. Well maintained and clean sidewalks 8% (41%) 3. Wider sidewalks (33%) Demographics The top 3 things that would Meet• on28% Beach of respondents 2019 - Huntington from Beach92648 Age Chart enhance Beach Blvd. for • Gender: 47% of attendees were female and 52% were male people biking • Age: 1. More bike lanes protected from vehicle (66%) 2. More bike lanes on the road (52%) 3. Traffic enforcement (32%) 5% 5% 7% of survey respondents rated their experience at Huntington Beach Meet 97% on Beach event as “good” or “very good

Meet on Beach Final Report | Community Arts Resources 41 Huntington Beach Photos and Overview

Huntington Beach’s “Party on the Beach” was a lively festival with plenty of food and music that showcased the city’s local businesses and concluded the Meet on Beach route. Live music from The Ramsey Brothers and food trucks from local businesses including Dos Chinos LLC., Kala Truck, and iVibe Coffee SoCal invited the public to join this open streets event. This festival included an active strength & conditioning endurance course and REI’s: minor bike repair.

Meet on Beach Final Report | Community Arts Resources 42 Appendix

Meet on Beach Final Report | Community Arts Resources 43 Appendix A: Communications and Outreach

COMMUNICATIONS AND OUTREACH STRATEGY

Event Name, Branding, and Graphic Identity Working with Meet on Beach project stakeholders, CARS has created an event name, brand, and graphic identity for the project. While the Meet on Beach main brand serves as the umbrella brand, each of the seven cities has a sub-brand look and feel which is differentiated by varying color gradient backgrounds.

Overall Meet on Beach brand identity:

Individual Meet on Beach brand identity per city:

Meet on Beach – Project Implementation Report DRAFT 11 Meet on Beach Final Report | Community Arts Resources 44 Appendix A

Meet on Beach Final Report | Community Arts Resources 45 Meet on Beach – Project Implementation Report DRAFT 12 Appendix A

Targeted Press Outreach & Pre-Event Media Outreach CARS has created a comprehensive PR plan and distributed three press releases to the media. An additional media alert “event reminder” is planned for the week of the event. The third press release (distributed October 1, 2019 has also been translated into Korean, Spanish, and Vietnamese in order to reach Orange County’s diverse residents.

Prior to the event, our team is also planning an on the ground press event for the week of November 10th which will include representatives from all participating cities and public agencies. This press event is still in the planning stages, and more details will come soon.

Meet on Beach PR plan and (3) press releases in pages to follow:

Meet on Beach – Project Implementation Report DRAFT 13 Meet on Beach Final Report | Community Arts Resources 46 Appendix A

FOR IMMEDIATE RELEASE

Media Contact: Geena Russo, The ACE Agency, 860.919.6850, [email protected]

Seven Orange County Cities Unite to Host Meet on Beach Event with Activations Across 21 Miles

The event breathes new life into Beach Boulevard with community festivals and demonstrations from La Habra to Huntington Beach on Sunday, November 17

Orange County, Calif. July 9, 2019 -- For the first time in Orange County, seven cities - La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, Huntington Beach - today announced “Meet on Beach,” a community festival set to reimagine Beach Boulevard on Sunday, November 17 from the “Renew Beach Boulevard Coalition,” a new alliance dedicated to transforming the 21-mile historic corridor.

Meet on Beach – Project Implementation Report DRAFT 14 Meet on Beach Final Report | Community Arts Resources 47 Appendix A

“We are so pleased to be leading a seven-city coalition focused on the revitalization of the iconic Beach Boulevard through Orange County,” said Joel Rosen, Director of Community Development for the City of Buena Park. “During Meet on Beach, Orange County residents will have the chance to experience the boulevard like never before. Through partnerships and community engagement, we hope to promote economic development and healthy communities along the historic 21-mile stretch connecting the hills to the ocean.”

Meet on Beach, presented by Go Human and the Southern California Association of Governments, is a one-day extravaganza designed to reimagine Beach Boulevard across seven Orange County cities activating their tens of thousands of residents. From the hills of La Habra, down to the ocean at Huntington Beach, enjoy an open streets event, bike and pedestrian friendly activities, live performances, food, giveaways and much more at pop-up sites along or nearby Beach Boulevard.

Meet friends, families, and fellow neighbors on Beach Boulevard by foot or on wheels for a day filled with free fun and experience these seven Orange County cities like never before. As part of the economic revitalization efforts of the Renew Beach Boulevard Coalition, this multi-city reimagining celebration will transform portions of historic State Route 39 into a more walkable and bikeable active street for a day. Initial programming includes:

● Move more and eat healthy along the Coyote Creek Bikeway in La Habra ● Walk, bike, skate or scoot to Knott’s Berry Farm’s Independence Hall in Buena Park and the West Anaheim Youth Center ● Participate in hands-on workshops at Stanton’s Walkable Streets Lab ● Ride the bike skills course with Garden Grove’s Police Department ● Bike over to Westminster's Civic Center for active and healthy fun ● Cruise over to Huntington Beach’s Party on the Beach

More details, activations, and programming to be announced as the event nears. Meet on Beach is presented by Go Human and the Southern California Association of Governments in partnership with the Mobile Source Air Pollution Reduction Review Committee; and produced by Community Arts Resources; in association with the cities of La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington Beach. For more information, visit meetonbeach.com.

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Meet on Beach – Project Implementation Report DRAFT 15 Meet on Beach Final Report | Community Arts Resources 48 Appendix A

FOR IMMEDIATE RELEASE

Media Contact: Nicole Freeman, The ACE Agency, [email protected], 909-203-3905

Meet on Beach Multi-City Event Transforms Communities Along the Iconic Beach Boulevard Route

Sunday, November 17, experience the reimagined 21-mile historic corridor as a walkable and bike friendly active street with live performances, interactive workshops and more

Photo provided courtesy of Meet on Beach.

[Orange County, Calif.] August 26, 2019 -- The first-ever Meet on Beach multi-city community festival is set to reimagine Beach Boulevard on Sunday, November 17 with a full day of live musical performances, local food activations, hands-on workshops, and more free activities for all to enjoy. Created by the Renew Beach Boulevard Coalition, the alliance behind the economic revitalization and transformation of the 21-mile historic corridor, seven Orange County cities have joined together to produce a day of active and healthy fun for the surrounding communities.

Meet on Beach – Project Implementation Report DRAFT 16 Meet on Beach Final Report | Community Arts Resources 49 Appendix A

Beach Boulevard, originally named Highway 39, was established in 1933 to serve as the primary connector between seven Orange County cities including La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington Beach. The boulevard stitches together Orange County and has the opportunity to become an even more iconic and lively destination for the region.

Meet on Beach, presented by the Southern California Association of Governments’ Go Human campaign and produced by Community Arts Resources, connects seven Orange County cities via Beach Boulevard, beginning from the hills of La Habra and continuing all the way down to the ocean at Huntington Beach. The event is one of the efforts behind collectively renewing this shared corridor to position the boulevard for lasting and future economic development opportunities while enriching the social, civic, and economic well-being of the surrounding neighbors and residents. Each boulevard city will host an event to amplify the future vision of Beach Boulevard as a more active, walkable, and bikeable street.

Start your day bright and early in La Habra and take a ride down the Coyote Creek Bikeway and stay for fun with the La Habra Children's Museum or watch live BMX and cross fit demonstrations. Next, head south to Buena Park and Anaheim’s joint open streets event.

“We are excited to co-host Meet on Beach with the other six cities celebrating Beach Boulevard,” said Dr. Swati Meshram, senior planner for the City of Buena Park. “The City of Buena Park is excited to present an open streets event in collaboration with the City of Anaheim, allowing participants to walk, bike, and play on 1.5 miles of Beach Boulevard from La Palma Avenue to Orange Avenue for the first time ever.”

Musicians, dancers, and artists will breathe new life into the historical corridor at activations along the open streets route. Knott’s Berry Farm’s Independence Hall in Buena Park will be bustling with activities and entertainment from dance to rock and roll with musical performances by The Satin Dollz, Redboy Productions and The Springsteen Experience. Enjoy the open road and stroll on down to the West Anaheim Youth Center and enjoy musical performances, games, local food trucks and more.

Walk or ride to hands-on workshops at Stanton’s Walkable Streets Lab and experience traffic safety through a new entertaining lens with “Safe Moves City,” an interactive exhibit in Garden Grove allowing children to experience realistic traffic situations promoting safety while biking or walking. Westminster's Civic Center will host an active and healthy fun fair for the whole family.

The celebration will continue in Huntington Beach, where Meet on Beach culminates with a party on the beach including a bicycle rodeo by the Huntington Beach Police Department, a live performance by the Ramsey Brothers Band, local food trucks, BMX and bike demonstrations, and more.

“Huntington Beach is stoked to participate in Meet on Beach! It is a great opportunity to showcase individual cities that border one of the most iconic boulevards in all of California,” said Julie Toledo, City of Huntington Beach, Public Information Officer. “Surf City plans a family-friendly event at Beach and PCH that will encourage all to come out and explore awesome booths, great food, and lively entertainment.”

Go car-fee for the whole day and ride to Meet on Beach events by OC Bus! To encourage public transportation on Beach Boulevard and throughout Orange County, the Orange County

Meet on Beach – Project Implementation Report DRAFT 17 Meet on Beach Final Report | Community Arts Resources 50 Appendix A

Transportation Authority (OCTA) will give free OC Bus day passes to those who pledge to ride the bus on November 17.

Meet on Beach is presented by the Southern California Association of Governments’ (SCAG) Go Human campaign in partnership with the Mobile Source Air Pollution Reduction Review Committee; and produced by Community Arts Resources; in association with the cities of La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington Beach. For more information, visit meetonbeach.com or like us on Facebook. #MeetonBeach

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Meet on Beach – Project Implementation Report DRAFT 18 Meet on Beach Final Report | Community Arts Resources 51 Appendix A

FOR IMMEDIATE RELEASE

Media Contact: Nicole Freeman, The ACE Agency, [email protected], 909-203-3905

Meet on Beach Multi-City Event Announces Day-of Schedule and Activations Along Beach Boulevard

Sunday, November 17

The event breathes new life into the historical 21-mile corridor with an open streets event, live entertainment, hands-on workshops, a party on the beach, and more

Photo of Beach Boulevard provided courtesy of Meet on Beach.

[Orange County, Calif.] October 1, 2019 -- Meet on Beach invites the community to experience Beach Boulevard in a whole new way during the all-new multi-city community festival set to connect and reimagine the historic corridor on Sunday, November 17. From La Habra to Huntington Beach, experience the route as a walkable and bike friendly street through a day-of

Meet on Beach – Project Implementation Report DRAFT 19 Meet on Beach Final Report | Community Arts Resources 52 Appendix A

curated programming at pop-up events from the seven-cities along the 21-mile corridor including food, live music and performances, interactive workshops, bike and pedestrian friendly activities, a party on the beach at the Huntington Pier, and 1.5 miles of open streets in Buena Park and Anaheim.

Meet on Beach is created by the Renew Beach Boulevard Coalition, the seven-city alliance between La Habra, Buena Park, Anaheim, Stanton, Garden Grove, Westminster, and Huntington Beach, and presented by the Southern California Association of Governments’ (SCAG) Go Human campaign in partnership with the Mobile Source Air Pollution Reduction Review Committee and produced by Community Arts Resources. The event is one of the collective efforts from the Coalition to transform Beach Boulevard into a lasting, lively, and active destination for the tens of thousands of Orange County residents and the region beyond.

When: Sunday, November 17, Times Vary

Programming Details and Highlights: ● City of La Habra Move more and eat healthy as the Meet on Beach event starts bright and early in La Habra. Cruise down one, five, or ten miles at the Coyote Creek Bikeway and stay for the food and fun with arts and crafts from the La Habra Children's Museum, live BMX and cross fit demonstrations as well as a Zumbathon! The La Habra Bike Patrol will be at the event and local bike shops will offer free bike safely checks. 9 AM - 12 PM, 2000 W. Imperial Hwy, La Habra

● City of Buena Park Bike, walk, or roll along 1.5 miles of car-free streets connecting the Cities of Buena Park and Anaheim along Beach Blvd! Stop first at Knott’s Berry Farm’s Independence Hall then stroll down to a second event hub at Beach Blvd. and Stanton Ave. for even more fun. Musicians, dancers, and artists will breathe new life into the first-ever Orange County open streets event connecting La Palma Ave. to Orange Ave. including hands-on activities like bike decorating and sidewalk art, family-friendly games and crafts, rock wall climbing, local food trucks, and live entertainment from dance to rock and roll with musical performances by The Satin Dollz, Redboy Productions and The Springsteen Experience. 10 AM - 2 PM, Knott’s Berry Farm Independence Hall – 8039 Beach Blvd., Buena Park

● City of Anaheim Continuing from Buena Park down into Anaheim, the first-ever 1.5 miles open streets event between these two cities allows the community to embrace the streets from La Palma Ave. to Orange Ave. as a more active and pedestrian-friendly public space. Enjoy a curated event route for pedestrians, bicyclists, skaters and families. The boulevard will be brought to life with performances from Project S.A.Y Ballet Forklorico and a local marching band, Western High School Dance Team, a pop-up hockey skating rink complete with a visit from the Anaheim Ducks Street Team and Wild Wing himself, a kids bike rodeo, skate course workshops and demonstrations from NextUp Skate Foundation, arts and crafts, Anaheim’s Mobile Library, giveaways, food trucks and more fun for the whole family. 10 AM - 2 PM, Anaheim Youth Center – 320 S. Beach Blvd., Anaheim

● City of Stanton

Meet on Beach – Project Implementation Report DRAFT 20 Meet on Beach Final Report | Community Arts Resources 53 Appendix A

Walk or ride to hands-on workshops at Stanton’s Walkable Streets Lab and experience traffic safety through a new entertaining lens. Jump into the action with a kids fun zone and enjoy local performances on the entertainment stage, all-new street furniture, and an inflatable obstacle course from America on Track as part of the Mayor’s Fitness Challenge. 10 AM - 2 PM, Stanton Park – 1111 Cedar St., Stanton

● City of Garden Grove Enter to win a Lucky Prospect Pro Scooter (valued at $250), or a family stay at Great Wolf Lodge Southern California, while indulging in local food trucks, playing oversized lawn games, and making your way around the "Safe Moves City" interactive exhibit. 10 AM - 2 PM, Wakeham Elementary – 7772 Chapman Ave., Garden Grove

● City of Westminster Bike over to Westminster’s Civic Center for a fun, active and healthy community event complete with interactive events and community resources for the whole family to enjoy! Enjoy music and games, free face painting, jump in the kid-friendly bounce house or try out the bike skills rodeo course. 11 AM - 2 PM, Westminster Civic Center – 8200 Westminster Blvd., Westminster

● City of Huntington Beach Meet on Beach culminates in Huntington Beach for a family-friendly lively festival complete with local food, live music and entertainment by the Ramsey Brothers Band, BMX demonstrations, a bike rodeo by the Huntington Beach Police Department, an endurance course, photo ops with coastal views, and more! 10 AM - 2 PM, Huntington Beach Municipal Parking Lot – Beach Blvd. & PCH, Huntington Beach

Media: Media, photographers and camera crews are welcome upon prior approval. Please contact: Nicole Freeman, The ACE Agency, [email protected] or (909) 203-3905.

Getting There: Go car-fee for the whole day and ride to Meet on Beach events by OC Bus! To encourage public transportation on Beach Boulevard and throughout Orange County, the Orange County Transportation Authority (OCTA) will provide a free OC Bus day pass on the OC Bus Mobile app to those who pledge to ride the bus on November 17. Riders can sign up online at meetonbeach.com.

More Information: Website and Full Schedule >

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Meet on Beach – Project Implementation Report DRAFT 21 Meet on Beach Final Report | Community Arts Resources 54 Appendix A

Targeted Media Buys CARS has created a targeted, multi-lingual ad plan that utilizes paid digital, print, and out of home ads. These out of home ads include bus tail ads, banners, bus shelters, bus benches, cross street banners. See ad plan below.

Due Date Outlet Size Type September 30 Los Angeles Times 728 x 90 px Digital Orange County Register 300 x 250 px 300 x 600 px (40k max)

September 30 Los Angeles Times 800 px wide (.jpg or .gif allowed) Digital

September 30 Los Angeles Times 800 x 600 px Digital

October 3 Bus Bench Signage 24" H x 84" W (panel size); 21 1/4" Print (Garden Grove, Stanton, H x 80 1/2" W (viewing size) - see and Westminster) attached

October 3 Bus Shelter Signage 69 ½ ” H x 48” W (panel size); 65 Print (Garden Grove, Stanton, 1/2 “ H x 44” W (viewing size) and Westminster) - see attached

October 4 OCTA Bus Tail Ads Overall Dimensions: 21”h x 72”w Print Live Copy Area: 15”h x 65”w

October 6 Buena Park Street Banner 4ft H x 40ft W – 72 dpi Print

October 7 La Habra Bus Shelters 48” W x 72” H with a viewing Print area of 46” W x 72” H

October 9 Parenting OC 300 px x 72 px Digital

October 21 Orange County News 6.1 x 6.25", 300 DPI, PDF Print

October 25 Orange Coast 1080 px x 1920 px (Instagram Digital Story)

October 28 Los Angeles Times 4.92”w x 10.5”h, 300 DPI, PDF Print

October 28 Orange County Register 9.89" X 10.5", 300 DPI, PDF Print

November 1 Excelsior (Spanish 9.89" X 10.5", 300 DPI, PDF Print language)

November 2 Nguoi Viet (Vietnamese 10.38" x 5.07", 300 DPI, PDF Print language)

November 4 Orange County News 10.25 x 7.5" 300 DPI, PDF Print

Meet on Beach – Project Implementation Report DRAFT 22 Meet on Beach Final Report | Community Arts Resources 55 Appendix A

Digital Marketing – Website & Social Media A project website has been created (meetonbeach.com). On this site, the public can find general information about the event and each city hub. A Facebook account for Meet on Beach has been created. This account hosts all seven individual event pages for each city. CARS and city staff share administration privileges and both parties update event data. On the main Meet on Beach Facebook page, CARS is creating and scheduling 3-4 Facebook posts per week throughout September, October and November leading up to the event. Screen shots of website home page, Facebook page, and Facebook posting schedule below.

Meet on Beach – Project Implementation Report DRAFT 23 Meet on Beach Final Report | Community Arts Resources 56 Appendix A

Printed Collateral – Postcards & Posters o 6”X9” Multi-Lingual Postcard – 5,000 QTY distributed to each city for distribution at various city events throughout the summer (35,000 QTY in total) o 11”x17” Multi-Lingual Poster – 50 QTY distributed to each city to hang in public offices, libraries, schools, etc. (350 QTY in total)

Meet on Beach – Project Implementation Report DRAFT 24 Meet on Beach Final Report | Community Arts Resources 57 Appendix A

Door to Door Flyering Three rounds of door to door flyering to homes and businesses adjacent to Beach Blvd has been planned. These flyers are both to encourage neighboring communities to walk and bike to local events and alert the public of any road closures.

• Round 1: o Along 21mi of Beach Blvd, from La Habra to Huntington Beach o .25mi radius around Beach Blvd o 24,000 QTY o Completed on Sept 24-29, 2019 • Round 2: o Along 1.5mi of Beach Blvd that will be closed for the Buena Park and Anaheim open streets event o .5mi radius around the Beach Blvd open streets route o 2,250 QTY o Planned distribution on Oct 17, 2019 • Round 3: o Along 1.5mi of Beach Blvd that will be closed for the Buena Park and Anaheim open streets event o .5mi radius around Beach Blvd open streets route o 2,250 QTY o Planned distribution on Nov 10, 2019

Meet on Beach – Project Implementation Report DRAFT 25 Meet on Beach Final Report | Community Arts Resources 58 Appendix A

City-Run Marketing Assets / Distribution Channels In addition to CARS’ earned and paid media outreach, each city is tapping into free city-run marketing channels to promote the event. CARS is supporting each city in this effort by designing custom print, digital, and out of home marketing collateral for their use. Some of these include: o Promotional videos o School Flyers o E-newsletters o General Promotional Event Flyers o City Websites

Day-Of Event Passport CARS is in the process of designing a day-of event guidebook / “passport” with project information and programming details about all seven city events. There will be a section of this “passport” in which event goers can get a stamp from each city and earn prizes for visiting more than one city event hub.

Branded Giveaways & Incentives CARS has designed various branded incentives for event goers. Some of these include a city- specific button for visiting a hub, and a cotton tote back for filling out a survey. See mock ups below.

Meet on Beach – Project Implementation Report DRAFT 26 Meet on Beach Final Report | Community Arts Resources 59 City-Run Marketing Assets / Distribution Channels In addition to CARS’ earned and paid media outreach, each city is tapping into free city-run marketing channels to promote the event. CARS is supporting each city in this effort by designing custom print, digital, and out of home marketing collateral for their use. Some of these include: o Promotional videos o School Flyers o E-newsletters o General Promotional Event Flyers o City Websites

Day-Of Event Passport CARS is in the process of designing a day-of event guidebook / “passport” with project Appendixinformation and B: programming Branded details about all sevenCollateral city events. There will be a section of this “passport” in which event goers can get a stamp from each city and earn prizes for visiting more than one city event hub.

Branded Giveaways & Incentives CARS has designed various branded incentives for event goers. Some of these include a city- specific button for visiting a hub, and a cotton tote back for filling out a survey. See mock ups below.

Meet on Beach – Project Implementation Report DRAFT 26

Meet on Beach Final Report | Community Arts Resources 60 Appendix C: Surveys

Cars drafted, designed,EVALUATION and translated PLANNING various versions of a participant survey for each city. The front side of the survey had consistentCARS questions is drafting, across designing,all seven cities. and translating The back sidevarious of the versions survey of will a participant feature city-specific survey for each questions regarding active transportationcity. The planning front side to ofaid the each survey city’s will efforts have consistentin future planning. questions These across surveys all seven will cities.be translated The back into Spanish, Vietnamese, andside Korean of the to survey reach will a broad feature and city diverse-specific audience. questions Below regarding is the active front transportationside of the survey planning consistent to across all seven cities. aid each city’s efforts in future planning. These surveys will be translated into Spanish, Vietnamese, and Korean to reach a broad and diverse audience. In-progress draft below:

Meet on Beach – Project Implementation Report DRAFT 27 Meet on Beach Final Report | Community Arts Resources 61 Appendix C

Meet on Beach – Project Implementation Report DRAFT 28 Meet on Beach Final Report | Community Arts Resources 62 Appendix D: Social Media Report (ACE)

Facebook Pages | 1 of 10

Facebook Performance Summary View your key profile performance metrics from the reporting period.

Impressions Engagements Message Link Clicks 98,900 ,% 6,540 ,% 458 ,%

Facebook udience rowt See how your audience grew during the reporting period. Net Page Likes Breakdown, by Day

40

30

20

10

0

-10 1 4 10 13 16 19 22 25 28 1 4 10 13 16 19 22 25 28 31 3 6 9 12 15 18 SEP OCT NOV Organic Page Likes Paid Page Likes Page nlikes

Audience Metrics Totals % Change

Fans 313 -

Net Page Likes 285 ,%

Organic Page Likes 48 %

Paid Page Likes 243 %

Page nlikes 5 %

Meet on Beach Final Report | Community Arts Resources 63 Appendix D

Facebook Pages | 2 of 10

Facebook Publishing Behavior View the different types of messages you published during the selected time period. Messages Sent Content Breakdown, by Day

2

1

0 1 4 7 10 13 16 19 22 25 28 1 4 7 10 13 16 19 22 25 28 31 3 6 9 12 15 18 SEP OCT NOV Video Photo Link Tet

Publishing Behavior by Content Type Totals % Change

Total Messages Sent 47 -

Videos 2 -

Photos 36 -

Links 8 -

Tet 1 -

Meet on Beach Final Report | Community Arts Resources 64 Appendix D

Facebook Pages | 3 of 10

Facebook Top Messages Review your top messages published during the selected time period, based on the message’s lifetime performance.

By Lifetime Engagements

Meet on Beach Meet on Beach Meet on Beach Fri 11101 00 pm PT Mon 301 100 pm PT Fri 11101 00 am PST

The Springsteen Eperience will be Take advantage of the open streets Meet on Beach is only a couple performing at Knott's Berry Farm’s and walk, bike, skate or scoot days away! Are you ready to walk, Independence Hall in Buena Park! along 1. miles of carfree streets bike, and roll over to this

Total Engagements , Total Engagements  Total Engagements 

Reactions  Reactions  Reactions 

Comments  Comments  Comments 

Shares  Shares  Shares 

Message Clicks  Message Clicks  Message Clicks 

Meet on Beach Final Report | Community Arts Resources 65 Appendix D

Facebook Pages | 4 of 10

Facebook Impressions Review how your content was seen by the Facebook community during the reporting period. Impressions Breakdown, by Day

12

10

8,000

6,000

4,000

2,000

0 1 4 7 10 13 16 19 22 25 28 1 4 7 10 13 16 19 22 25 28 31 3 6 9 12 15 18 SEP OCT NOV Organic Impressions Paid Impressions

Impression Metrics Totals % Change

Total Impressions 98,900 ,%

Organic Impressions 35,492 ,%

Paid Impressions 59,178 %

Average Daily Impressions per Page 1,236.25 ,%

Average Daily eac per Page 994.66 ,%

Meet on Beach Final Report | Community Arts Resources 66 Appendix D

Facebook Pages | 5 of 10

Facebook Video Performance View your aggregate video performance during the reporting period.

View Metrics Viewin reakdown

Organic Full Organic Views 335 100%

Paid Views Organic Partial 929 0% 1,264 Total Views Click Plays 6%

Auto Plays 94%

Meet on Beach Final Report | Community Arts Resources 67 Appendix D

Facebook Pages | 6 of 10

Facebook Engagement See how people are engaging with your page and messages during the reporting period. Engagements Comparison, by Day

400

300

200

100

0 1 4 7 10 13 16 19 22 25 28 1 4 7 10 13 16 19 22 25 28 31 3 6 9 12 15 18 SEP OCT NOV Reactions Comments Shares Message Clicks Page Actions

Engagement Metrics Totals % Change

Total Engagements 6,540 ,%

Reactions 3,249 ,%

Comments 142 ,%

Shares 252 ,%

Message Clicks 2,881 ,%

Page Actions 16 %

Engagement ate per mpression 6.6% .%

Meet on Beach Final Report | Community Arts Resources 68 Appendix D Facebook Pages | 7 of 10

Facebook Page Fan Demographics Review your audience demographics as of the last day of the reporting period.

Audience By Age Audience by ender

13-17 0.3% Male

1-24 1.6% 29%

25-34 9.6% Female 35-44 17.9% 71% 45-54 23.3%

55-64 25.6%

65+ 21.7%

Women between the ages of 55-64 appear to be the leading force among your fans.

Audience op Countries Audience op Cities

United States 311 Los Angeles, CA 35

Guatemala 2 Huntington Beach, CA 11

Long Beach, CA 11

Anaheim, CA 9

Fresno, CA 9

Meet on Beach Final Report | Community Arts Resources 69 Appendix D

Facebook Pages | 8 of 10

Facebook People Reached Demographics Review the average daily user demographics of the users reached during the reporting period.

Audience By Age Audience by ender

13-17 0% Male

18-24 4.5% 39%

25-34 16.4% Female 35-44 22.1% 61% 45-54 20.5%

55-64 19.1%

65 17.4%

Women between the ages of 35-44 have a higher potential to see your content and visit your Page.

Top Countries Daily Average Top Cities Daily Average

United States 1,899.21 Los Angeles, CA 167.41

United Kingdom 8.82 Huntington Beach, CA 91.36

Mexico 3.92 Anaheim, CA 74

France 2.92 Buena Park, CA 72.82

Philippines 2.05 San Diego, CA 66.74

Meet on Beach Final Report | Community Arts Resources 70 Appendix D

Facebook Pages | 9 of 10

Facebook People Engaged Demographics Review the average daily user demographics of the users who took action on your page content during the reporting period.

Audience By Age Audience by ender

13-17 0.1% Male

18-24 3.2% 39%

25-34 7.2% Female 35-44 8.4% 61% 45-54 15.7%

55-64 23.8%

65+ 41.6%

Women between the ages of 65+ are most likely to engage with your content.

Top Countries Daily Average Top Cities Daily Average

United States 193.73 Los Angeles, CA 21.92

United Kingdom 0.53 Anaheim, CA 8.17

France 0.27 Huntington Beach, CA 7.17

Japan 0.27 Santa Ana, CA 5.5

Mexico 0.2 San iego, CA 5.42

Meet on Beach Final Report | Community Arts Resources 71 Appendix E: Media Summary (ACE)

Meet on Beach Public Relations Highlights

Media Summary

Press Releases ● Meet on Beach event announcement - Dist. July 9 ● Meet on Beach boulevard history & more details - Dist. Sept. 5 ● Meet on Beach day-of schedule - Dist. Oct. 17 ● Meet on Beach event reminder & opening ceremony - Dist. Nov. 10 ● Meet on Beach post-event recap - Dist. Nov. 19

Press Highlights ● Total Press Clips: 87 ● Total Impressions: 314,379,342

Over 300 million earned media impressions

● ABC 7 ● Buena Park - Anaheim Independent ● Excelsior ● Huntington Beach Wave ● Korea Times ● KTLA 5 Weekend Morning News ● LAist ● La Opinion ● L.A. Parent ● Locale Magazine ● Los Angeles Times ● Modern Luxury Orange County ● NBC Los Angeles ● Nguoi Viet ● OC Weekly ● Orange County Register ● Parenting OC ● Red Tricycle ● SoCal Pulse ● Thrillist ● Time Out Los Angeles ● Viet Bao Daily News ● Where Traveler - Orange County

Meet on Beach Final Report | Community Arts Resources 72 Appendix F: Ad Report (ACE)

Meet on Beach | The ACE Agency Ad Campaign Overview

Total Budget: $35,000 Total: $29,016 ACE Placement Fee: $4,203

Print ● Buena Park - Anaheim Independent ○ Print ads (¼ page) ■ Dates: 10.23, 10.25, 10.30, 11.1 ■ Total circulation: 2,000 ○ Print ads (½ page) ■ Dates: 11.8, 11.9 ■ Total circulation: 2,000

● Excelsior - North and South County Editions ○ Print ad ■ Date: 11.8 ■ Total circulation: 71,230

● Los Angeles Times ○ Print ad ■ Dates: 11.3 ● Total Sunday circulation: 79,935 ■ Dates: 11.6 and 11.13 ● Total weekday circulation: 64,000

● Nguoi Viet Daily News ○ Print ad in daily edition ■ Date: 11.8 ■ Total circulation: 265,000

● The Orange County News ○ Print ads (¼ page) ■ Dates: 10.23, 10.25, 10.30, 11.1 ■ Total circulation: 2,000 ○ Print ads (½ page) ■ Dates: 11.6, 11.8 ■ Total circulation: 2,000

● The Orange County Register

Meet on Beach Final Report | Community Arts Resources 73 Appendix F

○ Print ads ■ Date: 11.3 ● Total Sunday circulation: 189,128 ■ Date: 11.13 ● Total weekday circulation: 86,257

● OC Weekly ○ Print ad ■ Dates: 10.31, 11.7 ■ Total circulation: 45,000

● Orange Coast Magazine ○ Print ad (½ page) ■ Date: October issue ■ Total circulation: 56,080 ○ Print ad (full page) ■ Date: November issue ■ Total circulation: 56,080

● Parenting OC ○ Print ad ■ Date: October and November Issue ■ Total circulation: 70,000

● Westminster Herald-Journal ○ Print ads (¼ page) ■ Dates: 10.24, 10.31 ■ Total circulation: 1,200 ○ Print ads (½ page) ■ Date: 11.7 ■ Total circulation: 1,200

● Where Orange County ○ Print ad ■ Date: Fall 2019 Issue (September - November) ■ Total circulation: 78,000

Digital ● Los Angeles Times ○ Digital banner ads ■ Dates: 10.1 - 11.16 ■ Impressions: 119,490 ■ Clicks: 2

Meet on Beach Final Report | Community Arts Resources 74 Appendix F

○ Lighthouse banner digital ads ■ Dates: 10.1 - 11.16 ■ Impressions: 46,761 ■ Clicks: 344 ○ Native ads ■ Dates: 10.1 - 11.16 ■ Impressions: 35,715 ■ Clicks: 13

● OC Weekly ○ Digital banner ads ■ Dates: 11.4 - 11.16 ■ Impressions: 60,004 ■ Clicks: 102 ○ Desktop and mobile interstitial ad ■ Date: 11.6 ■ Impressions: 36,682 ■ Clicks: 1,031 ○ Leaderboard ad for dining newsletter (added value) ■ Date: 11.6 ■ Impressions: 25,683 ■ Opens: 2,305 ■ Clicks: 359 ○ Leaderboard ad for music newsletter (added value) ■ Date: 11.8 ■ Impressions: 13,252 ■ Opens: 1,074 ■ Clicks: 75 ○ Leaderboard ad for promotional newsletter (added value) ■ Date: 11.10 ■ Impressions: 23,864 ■ Opens: 1,581 ■ Clicks: 126 ○ Leaderboard ad for dining newsletter (added value) ■ Date: 11.13 ■ Impressions: 25,621 ■ Opens: 1,759 ■ Clicks: 125 ○ Leaderboard ad for music newsletter (added value) ■ Date: 11.14 ■ Impressions: 11,718 ■ Opens: 890

Meet on Beach Final Report | Community Arts Resources 75 Appendix F

■ Clicks: 57

● Orange Coast Magazine ○ Digital ad in events newsletter ■ Date: 10.29 ● Impressions: 14.775 ● Opens: 4,905 ● Clicks: 91 ■ Date: 11.5 ● Impressions: 14,809 ● Opens: 5,657 ● Clicks: 236 ■ Date: 11.12 ● Impressions: 14,690 ● Opens: 5,391 ● Clicks: 260 ○ Facebook posts ■ Date: 10.31 ● Reach: 5,428 ● Clicks: 168 ■ Date: 11.12 ● Reach: 3,982 ● Clicks: 97

○ Sponsored article on Orangecoast.com ■ Dates: 11.5.- 11.17 ■ Impressions: 932

○ Instagram story posts with swipe-up link ■ Date: 11.1 ● Reach: 986 ● Clicks: 67 ■ Date: 11.7 ● Reach: 944 ● Clicks: 69 ■ Date: 11.7 ● Reach: 831 ● Clicks: 42 ■ Date: 11.7 ● Reach: 680 ● Clicks: 25

● The Orange County Register

Meet on Beach Final Report | Community Arts Resources 76 Appendix F

○ Digital banner ads ■ Dates: 10.17 - 11.18 ■ Impressions: 100,000 ■ Clicks: 572

● Parenting OC ○ Leaderboard ad in October events newsletter ■ Date: 10.17 ■ Impressions: 15,016 ■ Opens: 1,546 ■ Clicks: 24 ○ Leaderboard ad in November events newsletter ■ Dats: 11.14 ■ Impressions: 15,761 ■ Opens: 1,687 ■ Clicks: 21

● Where Orange County ○ Dedicated eblast ■ Date: 11.12 ■ Impressions: 606 ■ Opens: 272 ■ Clicks: 19 ○ Weekend Roundup Eblast ■ Date: 11.14 ■ Impressions: 3,176 ■ Opens: 1,144 ■ Clicks: 180

Out-of-home ● City of Buena Park ○ Street Banner ■ Dates: 10.20 - 11.17

● City of Garden Grove ○ Bus bench signage ■ Dates: 10.17 - 11.13 ■ Impressions: 2,477,640

● City of La Habra ○ Bus shelter signage ■ Dates: 10.17 - 11.13

Meet on Beach Final Report | Community Arts Resources 77 Appendix F

● City of Stanton ○ Bus bench and bus shelter signage ■ Dates: 10.17 - 11.13 ■ Impressions: 13,026,012

● City of Westminster ○ Bus bench and bus shelter signage ■ Dates: 10.17 - 11.13 ■ Impressions: 40,942,400

● Orange County Transportation Authority ○ Bus tail ads ■ Dates: 10.17 - 11.17 ■ Impressions: 1,639,620

Social Media ● Boosted social media ads running 10.1 - 11.17

Meet on Beach Final Report | Community Arts Resources 78 Appendix G: OCTA Bus Information

Orange County Bus created the Pledge To Ride Campaign to facilitate the connection of Meet on Beach events with a free bus pass available the day of the event after downloading the OCTA app. The follow- ing statistics illustrate the effectiveness of this collaboration:

211 signed up to Pledge to Ride OC Bus to Meet on Beach Event 102 downloaded OC Bus Mobile App, created mobile accounts, and received promotional day passes 319 total day passes issued just under three passes per user 30 passes redeemed; 9.4% of issued passes were used 19 unique accounts/users redeemed. 1.57% was the average number of passes per account

Meet on Beach Final Report | Community Arts Resources 79 Appendix H: Project Team

Meet on Beach was created by the following CARS staff, city project managers, and SCAG and Caltrans representatives. Special thanks to the MOB project manager Swati Meshram and to Joel Rosen AICP of Buena Park who secured funding for this collaborative project. Below are the contacts for each con- tributor to this project.

Meet on Beach Project Manager – Swati Meshram, PhD, AICP, LEED AP ([email protected])

SCAG – Hannah Brunelle ([email protected])

Caltrans – Cole Iwamasa ([email protected])

City Project Managers : La Habra – Kim Albarian ([email protected]) Buena Park – Swati Meshram ([email protected]) Anaheim – Jose Jimenez ([email protected] ) Stanton – Kelsey Ransom ([email protected]) Garden Grove – Jennifer Goddard ([email protected]) Westminster – Vanessa Johnson ([email protected]) Huntington Beach – Codi Tennessen ([email protected])

CARS Staff: Midori Mizuhara ([email protected]) Mariana Perez- Seda ([email protected]) Aaron Paley ([email protected]) Tamara O’Connor ([email protected]) Wajiha Ibrahim ([email protected]) Casey Parsons ([email protected])

Meet on Beach Final Report | Community Arts Resources 80