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HomeMy WebLinkAboutItem 3f: Agreement with Lew Edwards Group for Public Outreach Efforts for Citywide Lighting Assessment DistrictDATE: March 2, 2010 TO: Mayor and City Council SUMMARY DISCUSSION Page 1 of 3 STAFF REPORT Public Works Services Department FROM: Tom Tait, Public Works Services Director Prepared by: Maria A. Taylor, Senior Management Analyst SUBJECT: AUTHORIZE THE CITY MANAGER TO EXECUTE A PROFESSIONAL SERVICES AGREEMENT WITH THE LEW EDWARDS GROUP FOR PUBLIC OUTREACH EFFORTS FOR THE CITYWIDE LIGHTING ASSESSMENT DISTRICT IN THE AMOUNT OF $27,500 Recommendation: Approve Public Works Services is currently working with Willdan Financial Services on the formation of a proposed Citywide Lighting Assessment District (LAD). Last year's failure to successfully pass a Citywide LAD was in part due to a poor public outreach program. To address this concern, staff solicited proposals for public outreach efforts to improve the City's chances of successfully passing a Landscape and Lighting Assessment District. Public Works Services put together a team of staff that evaluated the proposals and interviewed the firms. Therefore, staff recommends that the City Council authorize the City Manager to execute a Professional Services Agreement with the Lew Edwards Group for public outreach strategic services in the amount of $27,500. The current Ad Valorem Tax for the lighting district will sunset on June 30, 2010, which means that the City will lose the funding that the district provides to help pay for a portion of the street lighting maintenance and operating costs. Unfortunately, the November 2008 ballot that would have established a new lighting assessment district was not approved and as a result, the City Council abandoned the district formation. During several study sessions, the City Council identified key issues that contributed to the failure of last year's ballot which includes the following: the complexity of the issue itself that the property owners did not understand what they were voting for; the notice Mayor and City Council March 2, 2010 and ballot were too complicated and need to be more user - friendly; and the public outreach efforts utilized were inadequate in educating and informing the voters or property owners the need for an assessment. To address these concerns for the re- balloting of the lighting district this year, staff solicited proposals for public outreach efforts to improve the City's chances of a successful ballot result. This year's Capital Improvement Budget includes a project to revisit the formation of a new Citywide LAD, which also includes a budget for public outreach efforts. The following is the City's budget for the proposed Citywide Street lighting Assessment District: o Assessment Engineering (Willdan Financial Services) - $50,800 o Public Outreach Program - $85,500 Request for proposals were solicited in January 2010 and were published in the adjudicated paper. Three (3) proposals were received, evaluated and interviewed by staff and ranked as follows: RANK FIRM LOCATION COST 1 The Lew Edwards Group Oakland, CA $27,500 2 TBW & B Public Finance Strategies San Francisco, CA $32,500 3 TMG Communications, Inc. Riverside, CA $25,297 All proposals are a flat fee to retain the firm's expertise and strategic services only. Mailing and printing costs are not included. Each firm was ranked according to ability, qualification, experience, past success and responsiveness to the RFP's criteria. Although TMG Communications, Inc. submitted the lowest cost proposal, they do not have enough experience and knowledge with respect to lighting assessment district formation and they lacked knowledge and understanding of recent court cases that the other two firms possessed. Both TBW &B Public Finance Strategies (TBW &B) and The Lew Edwards Group (LEG) are highly qualified in providing a strategic approach for public outreach efforts. However, staff feels that LEG has the expertise and experience with Lighting Assessment District ballot measures. LEG has represented well over 100 cities and other public agencies throughout California and was successful in 29 of 31 local revenue campaigns in November 2008 during the toughest economy in generations. It is staff's opinion that LGE is well- versed in legal matters and familiar with Vargas v. City of Salinas. Additionally, LEG has familiarity with the City's demographics based on their experience working with the Arcadia School District towards a successful passage of Bond Measure I. Page 2 of 3 Mayor and City Council March 2, 2010 The Lew Group's strategic services work plan includes the following: 1. Debrief and consult with City staff and Willdan on its 2008 Lighting Assessment District (LAD) outreach and communication strategy efforts 2. Recommend overall strategy, key messages and outreach activities 3. Work with the City Attorney and staff to finalize key language that will be used in mailings 4. Draft text copy and collateral materials for City's identified publicity vehicles 5. Recommend additional cost - effective methods for disseminating the city's LAD message. 6. Design Speaker's Bureau Outreach Plan and develop collateral materials. 7. Assist the City Attorney, City staff and consultants on ballot design and other associated materials 8. Deploy on rapid response needs 9. Provide ongoing strategic advice throughout the balance of the City's LAD project period With the failure of the November 2008 ballot and the upcoming expiration of the existing district, staff feels it is vital that the City retains a professional public outreach consultant that is not only highly qualified but has a proven track record in passing Landscape and Lighting Assessment Districts as well as other Assessment District measures. Therefore, staff recommends that the City Council authorize the City Manager to execute a Professional Services Agreement with The Lew Edwards Group for public outreach efforts for the citywide lighting assessment district in the amount of $27,500. FISCAL IMPACT The Capital Improvement Program includes a Street Lighting Assessment District Project for $136,300 which includes a budget for public outreach efforts. RECOMMENDATIONS 1. Authorize the City Manager to Execute a Professional Services Agreement with The Lew Edwards Group for public outreach efforts in the amount of $27,500. 2. Authorize the City Manager and City Clerk to execute a contract in a form approved by the City Attorney. TT: MT Approved by: Donald Penman, City Manager Page 3 of 3