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HomeMy WebLinkAbout1993-03-09 - AGENDA REPORTS - DOWNTOWN NEWHALL (2)CONSENT DATE: SUBJECT: DEPARTMENT: AGENDA REPORT City Manager Approval 14&1_ Item to �e p esented by: �-e--� ILW Iq Lvnn M. Harris March 9, 1993 Downtown Newhall Study: Consultant Selection Community Development At its meeting of November 24, 1992, the Council. approved a draft request for proposal to design and conduct a public participation program for Downtown Newhall. The Council requested a map change In the study area and other minor revisions. The study was distributed to thirteen consultants. Subsequently, three proposals were submitted by the deadline date of January 20, 1993. On January 27,1993, the Council held a study session and received comments from citizens regarding the needs of the project area. At this meeting, the Council directed staff to continue its review of the RFP's and conduct interviews to select a qualified consultant. On February 25, 1993, a specially assembled panel conducted Interviews with two prospective consultants. The Panel consisted of the following members: two City Council members, a Planning Commissioner, a Parks and Recreation Commissioner, a Parks and Recreation staff member with Spanish speaking capabilities, a local business owner, and a Community Development staff member. The two consultants Interviewed were Moore lacofano Goltsman, Inc. (M.I.G.) and Jeff Oberdorfer & Associates (J.O.A.). M.I.G. Is based in Berkeley, California and its proposal is In conjunction with three subconsultants. J.O.A. is based in Santa Cruz and Its proposal Is In conjunction with Esther Aguilar of Aguilar & Associates who has assisted the City with annexation processing since 1989. Both consultants were directed to have the staff that would do the actual work In the neighborhood present for the interview. The Interview panel assessed the Spanish language, community liaison, and project management skills of the consultants. Both consultants' fees were within the established $35,000 budget. J.O.A. listed Its fee as $35,000, even, and M.I.G. Indicated a slightly lower fee of $34,883. The vote of the seven interview panel members was four to three In favor of J.O.A. The M.I.G. group appeared to be very well versed and skilled in public participation, but J.O.A. was perceived by the group to be less structured in Its approach, which some felt to be a desirable quality for this project. RECOMMENDATION: Upon completion of these Interviews and assessment of each applicant's qualifications and proposed Implementation plan, the Interview panel recommends that the Council approve J.D.A. to serve as the consultant to conduct the Newhall Public Participation Program. Scope of Work section from both the J.O.A. and M.I.G. proposals counciMhagenda.apv pj°°Q EDpgeMallem:� JEFF OBERDORFER & ASSOCIATES Architecture Urban design 303 Potrero Street. Suite No. 29-306 Master planning Santa Cruz, CA 95060 Neighborhood planning 408 423 5263 Fax: 408 423 5278 Community participation A Citizen Participation Program for Downtown Newhall IV. Task Outline A. General outline of an adaptive, grassroots approach to the participation process. • Participation process will be adapted and modified as more is -learned about community characteristics and preferences. • Community and staff will be involved in defining and adapting the participation process. • Community meetings will probably range in type and size from informal street comer meetings with small groups to planned workshop meetings of up to 75 people from various community groups. 1. Identify and contact key community groups and leaders (such as the Santa Cladta Valley Service Center, the Migrant Education Center, and the local Chamber of Commerce) to establish strong outreach and communication links with all segments of the project area's population. a) Products: Study area map, introductory literature, research of history, demographics, city policies and reports, general area site reconnaissance, questionnaires, news releases, preliminary identification of problems and Issues. 2. First round of community meetings to introduce process, establish communication links between consultants the community and the city, and begin to define important community issues. a) Products: questionnaire results, workshop sketches, concept and pattern diagrams, refine list of issues. , 3. Second round of community meetings to explore important community issues and further develop communication links. a) Products: enlarged plans of focus areas, workshop sketches, concept and pattern diagrams, photograph key sites. 4. Third round of community meetings to reach some level of consensus on the nature of the most important issues facing the community. a) Products: workshop sketches, concept, and pattern diagrams. 5. Fourth round of meetings to present draft report and introduce and establish groundwork for next phase of planning. a) Products; draft and final report. The final report could include recommendations for. start-up projects, next stages of the process, issues for specific study and data collection. B. Support activities to be carried out as appropriate to support the participation process outlined above. • The order of the following list does not imply scheduling priority. 1. Research. a) Create project mailing list. (Rely on city to compile this list and handle mailings) b) Research and review history and demographics of area. c) Research and review current city policies and relevant reports. d) Site reconnaissance, on-site viewing and analysis of problem and opportunity areas. 2. Communications with staff. a) Ongoing phone contacts with staff during process. b) Meetings with staff to review progress. ...continued 4 J. O. A. ATTACEM P — PAGE 1 JEFF OBERDORFER & ASSOCIATES Architecture Urban design 303 Potrero Street, Suite No. 29-306 Master planning Santa Cruz, CA 95060 Neighborhood planning 408 423 5263 Fax: 408 423 5278 Community participation continued... Communications with community. a) Identify and contact key community groups and players. b) Distribute fliers or news letters at key stages in the process, especially at the beginning and between stages of meetings. c) Questionnaires re.: favorite places, activities, areas of concem, etc. d) Identify appropriate meeting locations. e) News releases to local papers and media. Public service announcements. f) Subscribe to local papers. g) Place adds in local papers. 4. Graphics. a) Create map of study area showing major land uses, significant landmarks, favorite places, and distinctive areas. To be used to help participants better understand the relationships between various community areas. b) Enlarged plans of important areas of concern and opportunity. c) Process sketches and concept diagrams to help participants understand the issues they are raising. d) Photograph key sites for graphic and/or slide presentations. 5. City involvement. a) Support services to be provided or paid for by city: 1) Printing costs. 2) Postering and literature distribution. 3) Mailing processing and postage. 4) Media adds. 5) Hotline to send and receive messages. 6. Presentation. a) Final presentation and slide show to staff and community. 7. Documentation. a) One draft and final report. 8. Spanish language. a) Meetings to be conducted in both Spanish and/or English as appropriate. J. O. A. ATrACEMENT — PACE 2 City of Santa Clarita Downtown Newhall Community Participation Program B. PROPOSED SCOPE OF WORK MIG Team Proposal page 4 The following scope of work presents MIG's recommended program based on the overall objectives stated in the RFP, knowledge of the.constraints and op- portunities relevant to the Downtown Newhall area and the identified program budget. The overall objectives of the Community Participation Program are to: ■ Assist City staff, the City Council, Planning Commission, and other con- cerned parties in identifying community visions, goals,and planning issues; ■ Educate and involve a diverse citizenry in the planning process; and ■ Provide a catalyst for the citizens of the Downtown Newhall area to discuss and articulate their views and opinions toward creating a visionary, yet real- istic plan for the area's future. Based on these objectives and the principles outline in our approach section, the MIG team proposed the following tasks for the Community Participation Program: Summary of Work Elements ■ Task.1.0 Kickoff Consultant Team/City Staff Meeting ■ Task 2.0 Preparation of Public Participation Work Program ■ Task 3.0 Mailing List Development and Management ■ Task 4.0 Community Interviews ■ Task 5.0 Downtown Newhall Newsletter/Questionnaire ■ Task 6.0 Publicity Campaign ■ Task 7.0 Downtown Newhall Visioning Workshop ■ Task 8.0 City Council/Planning Commission Presentation ■ Task 9.0 Preparation of Visions/Strategies Document ■ Task 10.0 Consultant Team/City Staff Meetings M I G ATTACHMENT — PAGE 1 City of Santa Clarita Downtown Newhall Community Participation Program MIG Team Proposal page 5 Tasks are defined and detailed descriptions are provided. Each task descrip- tion includes: (i) objectives - a description of the task purpose; (ii) approach and methodology - a discussion of the approach, methods, activities or tech- niques involved in conducting the task; and (iii) products/outcomes - a descrip- tion of associated products/outcome. The cost schedule is detailed in Section D, page 18. Task 1.0 Kickoff Consultant Team/City Staff Meeting Objectives ■ Provide City staff with an opportunity to meet the consultant team and initi- ate the Community Participation Program. Approach and Methodology MIG will conduct a kickoff meeting with the City staff and other members of the consultant team to discuss Program goals, objectives and outcomes; make changes to the proposed Community Participation Program; and review out- reach strategies and the Program schedule. In addition, MIG will ask City staff to identify information sources to begin data collection for the Downtown Ne- whall Visioning Workshop (see Task 7.0). MIG will develop an agenda in ad- vance of the meeting. MIG will prepare a brief summary memorandum of key decisions, responsibilities, etc., and provide one (1) camera-ready copy for dis- tribution. Products/Outcomes ■ Kickoff Meeting Agenda ■ Facilitated Meeting ■ Summary Memorandum Task 2.0 Preparation of Community Participation Work Program Objective ■ Draft and finalize the Community Participation Work Program. Approach and Methodology MIG will revise the Scope of Work based on the Kickoff Meeting (Task 1.0) and other discussions with City staff to prepare a draft Work Program docu- ment for review by City staff. MIG will then incorporate City staff edits into a final Work Program document, which will include a detailed list of consultant and City staff responsibilities, and Program schedule. One (1) camera-ready M I G ATTAC PEWr — PAGE 2 City of Santa Clarita Downtown Newhall Community Participation Program MIG Team Proposal page 6 copy of the final Work Program will be provided for photocopying and distri- bution by City staff. Products/Outcome ■ Draft Community Participation Work Program ■ Final Public Participation Work Program Task 3.0 Mailing List Development and Management Objective ■ Assist City staff in developing and managing a targeted, computerized mail- ing list to be used for distribution of the information and publicity materials developed for the Community Participation Program and future use by the City. Approach and Methodology MIG will conduct a meeting with City staff to identify a strategy to compile the mailing list, and organize and enter the information. A summary memorandum will be prepared, detailing the results of the meeting. In addition, MIG will provide advice regarding appropriate software and database management tech- niques. The mailing list will include property owners, businesses, social serv- ice organizations, .churches; residents, nonprofit organizations, merchants, and other local or relevant government agencies. An initial list will be identified with City staff assistance and added to as the Program proceeds. Products/Outcomes ■ Mailing List Strategy Meeting ■ Mailing List Strategy Memorandum Task 4.0 Community Interviews Objectives ■ Provide an opportunity to meet with key community leaders to identify their issues and concerns early in the process regarding the Downtown New- hall area. ■ Gather information necessary to help guide the development of other Pro- gram activities and generate enthusiasm about them _ ■ Identify other key groups that should be involved in the process. M I G ATrACHM NP — PAGE 3 City of Santa Clarita Downtown NewMl Community Participation Program MIG Team Proposal page 7 Approach and Methodology The community interviews take place early in the process to ensure that the de- sign of the Community Participation Program responds to key community con- cerns, constraints and opportunities. It will also provide an opportunity for the consultant team to establish direct contact with key representatives of commu- nity groups. Information gathered in the community interviews will be used in the development of the Downtown Newhall Newsletter/Questionnaire (Task 5.0) and the Downtown Newhall Visioning Workshop (Task 7.0). MIG will meet with City staff to identify interview participants, discuss potential questions, and review the draft and final interview questionnaire. MIG will conduct 15-20 interviews, which should last no longer than 45-60 minutes. Po- tential interview participants may include: representatives from the Historical Society, residents in and around the Downtown area, property owners, busi-, ness and merchant association representatives, members of the Santa Clarita Valley Board of Realtors, school district representatives, church group leaders, community organization leaders, and representatives from the Spanish-speak- ing community. MIG will prepare a summary memorandum that details the results of the com- munity interviews. One.(1) camera-ready copy will be provided for photocopy- ing and distribution by City staff. . Products/Outcomes ■ Interview Preparation Meeting ■ Interview Participant List ■ Draft and Final Questionnaire ■ Completed Interviews (15-20) ■ Interview Summary Memorandum Task 5.0 Downtown Newhall Newsletter/Questionnaire Objectives ■ Provide quality, targeted information about the planning process; ■ Stimulate interest and increase awareness among community residents re- garding the planning/visioning process and establish a visible presence for the Community Participation Program in the community; ■ Provide an opportunity for residents who may not be able to participate in the Visioning Workshop (Task 7.0) to give their input through a mail -back questionnaire; M .I G ATTACEMENr — PAGE 4 City of Santa Clarita Downtown Newhall Community Participation Program MIG Team Proposal page 8 ■ Educate the community on the preliminary visions, goals, and planning is- sues that need to be addressed; and ■ Advertise Community Participation Program activities, especially the Vision- ing Workshop (Task 7.0), and encourage participation in the planning/vi- sioning process. Approach and Methodology The Downtown Newhall newsletter will serve as a guide to"the Visioning Work- shop (Task 7.0). Through carefully worded and reader -friendly text in both English and Spanish, and eye-catching graphics and illustrations, the newsletter will help residents understand the purpose of the Visioning Workshop and the Community Participation Program. It will also explain the importance of com- munity participation to the future of Downtown Newhall and announce how residents can become involved. The newsletter/questionnaire will be produced in tabloid style and include eight (8) pages of text, graphics and photos. To maintain visual appeal it will be printed in black plus one other color. The newsletter will be distributed to a wide audience of neighborhood groups, local media, relevant governmental agencies and City/Downtown Newhall residents. MIG will work with City staff to develop a distribution and mailing strategy. The newsletter will also be made available at City Offices and libraries and at the Visioning Workshop. This newsletter will be designed in a fomnat and style that establishes a posi- tive public image and identity for the Community Participation Program. It will also include a mail -back questionnaire inviting feedback from recipients, par- ticularly those not able to participate in the Visioning Workshop. MIG will develop an overall concept for the newsletter, an outline of articles to be included and a timeline for release and distribution. MIG will provide over- all art direction for preparation of newsletter masthead, type style, graphic con- ventions, etc. Working with City staff and other sub consultants, MIG will prepare draft articles which will be reviewed and approved by the City prior to publication. MIG will be responsible for producing the final camera-ready copy of the newsletter and work with City staff to help coordinate newsletter production and distribution. Thisproposal does not include newsletterprinting, distribution or mailing costs. Products/Outcomes ■ Newsletter Strategy Meeting ■ Draft Newsletter Outline ■ Draft Copy and Layout ■ Final Camera -ready -Newsletter for Printing M I G ATTACHMENT — PAGE 5 City of Santa Clarita MIG Team Proposal Downtown Newhall Community Participation Program page 9 Task 6.0 Publicity Campaign Objectives ■ Work closely with the City's Public Information Officer to advertise Commu- nity Participation Program activities to generate widespread involvement, particularly building interest and enthusiasm for the Visioning Workshop through an extensive media and communications program.. ■ Announce the date, time and location of the Visioning Workshop (Task 7.0). Approach and Methodology This task will help ensure a high level of participation in the Community Partici- pation Program, especially the Visioning Workshop (Task 7.0). The Publicity Campaign will begin four to six weeks before the Visioning Workshop to gradually build interest and encourage attendance. For maximum cost-effec- tiveness, the publicity campaign will concentrate on distribution of information through local media channels, serving English and non-English speaking resi- dents. Through use of press releases, newspaper advertisements and articles, flyers, and public service announcements in both English and Spanish, the Pro- gram will be able to reach large numbers of people at limited costs. Targeted newspaper will include The Signal, The Daily News, the Valley Edition of the Los Angeles Times, and La Opinion. In addition, special notices will be sent to tar- geted neighborhood groups and other civic organizations to ensure that key groups are aware of Program activities and encouraged to participate. It may also be possible to.include such notifications in these groups' newsletters, if they exist, thereby utilizing another low-cost, effective information channel. The MIG team includes professionals who speak and write Spanish fluently and who will work closely with Spanish-speaking City staff to ensure that key messages are conveyed clearly and enthusiastically to the Hispanic community. In addition, we will utilize contacts made through the initial Community Inter- views as well as through churches, community organizations and the Santa Clarita Valley Service Center in order to maximize outreach to residents who otherwise would not participate. All materials will be produced in Spanish and English in draft form for City re- view and edits. Once changes have been made, a final camera-ready of each item will be provided for photocopying and distribution by the City. Products/Outcomes ■ Press Releases ■ Public Service Announcements ■ Newspaper Ads and Articles ■ Special Notices M I G ATTACHMENT — PAGE 6 City of Santa Clarita MIG Team Proposal Downtown Newhall Community Participation Program page 10 Task 7.0 Downtown Newhall Visioning Workshop Objectives ■ Maximize community participation, input and discussion in the identifica- tion and prioritization of community visions, goals, and planning issues; ■ Educate area residents on the Program's purpose in guiding the area's fu- ture development and addressing pressing land use and development is- sues; and ■ Provide City decision makers with in-depth information on resident con- cems and opinions regarding the future of Downtown Newhall. Approach and Methodology MIG will work closely with City staff to design and conduct a full day.Vision- ing Workshop on a Saturday. The workshop will be designed and managed to meet stated objectives, with activities including, but not limited to: formal and informal presentations; large group or small group discussions; and group exer- cises such as prioritization or ranking of goals, issues, and alternative strategies. This .task involves the following basic steps: Pre -Workshop Preparation MIG will prepare meeting agendas in consultation with City staff and the consultant team and coordinate logistics and production of all neces- sary handouts and comments sheets to be used at the workshop. Workshop Facilitation MIG will facilitate and graphically record the workshop on large wall - graphics. These wallgraphics will be photoreduced, summarized, and included as part of the workshop summary. Post Workshop Summary MIG will prepare a written summary for the community workshop based on comments recorded on the wallgraphics and from comment sheets collected from workshop participants. One (1) camera-ready summary will be supplied to City staff for photocopying and distribution. MIG will meet with City staff to identify and focus workshop objectives and de- sign the agenda accordingly._ MIG will prepare workshop materials (i.e., agenda, handouts, presentation materials), obtain City staff approval, and ar- range workshop logistics such as facilities, videotaping or recording, and re- freshments. MIG will facilitate and graphically record participant discussion on large wallgraphics, and will summarize the workshop results in a written report including photoreductions of the wallgraphics produced during the workshop. M I G ATrACH+I W— PAGE 7 City of Santa Clarita Downtown Newhall Community Participation Program MIG Team Proposal page 11 In addition, the MIG team will prepare an "Environmental/Economic Condi- tions Analysis" Slide Presentation and an accompanying Background Informa- tion Packet (in both English and Spanish) which will summarize available preliminary background information; such as existing and projected data on population, housing, employment, land use, City services, etc. MIG will com- bine live action color slides and text, chart, table, and map slides to illustrate background information and data. The workshop will be divided into two parts:. Part I will include the "Environ- mental/Economic Conditions Analysis" Slide_ Presentation and presentations by consultant team members and City staff on existing conditions, current facilities and services, and economic outlook. Part H will include a visioning exercise in which the entire group of participants will be divided into small working groups who will identify strengths and weaknesses of the Downtown Newhall area, key issues to be addressed and future visions for the area. Small groups will address possible strategies and tactics which will help address the issues identified and achieve the visions. Spanish-speaking small groups will be facili- tated with translators' assistance. Small groups will report back to the large group to identify areas of agreement and begin prioritizing the most important issues. Workshop participants will be given a copy of the Background Information Packet and a Downtown Newhall Newsletter (if they did not previously obtain one). Each workshop participant will have an opportunity to record his/her re- sponses/comments on comment sheets which will be analyzed and summa- rized in the workshop results summary report. City staff will be invited to play an active role in the workshop process by help- ing to publicize the event, providing welcoming remarks at the beginning of the workshop, and facilitating small group discussions. A facilitators training will be organized and conducted by MIG for City staff small group facilitators, teaching them facilitation and graphic recording techniques. A summary report of the workshop results, including comment sheet analysis and photoreductions of wallgraphics, will be prepared and one camera-ready copy will be provided for photocopying and distribution by City staff. - Products/Outcomes ■ Visioning Workshop Agenda ■ Visions/ Goals, and Planning Issues Comment Sheet ■ "Environmental/Economic Conditions Analysis" Slide Presentation ■ . Background Information Packet ■ One facilitated and graphically recorded Visioning Workshop M I G A1TACBME NT — PAGE 8 City of Santa Clarita MIG Team Proposal Downtown Newhall Community Participation Program page 12 Small Group Facilitators' Training Workshop Summary Report Task 8.0 City Council/Planning Commission Presentation Objectives ■ Report the results of the Community Participation Program to a joint meet- ing of the City Council and Planning Commission. ■ Ensure direct communication to City decisionmakers of key points from community input related to Downtown Newhall planning issues. ■ Help bring closure to the project and give consultant team final direction in preparing the final Visions/Strategies Document (Task 9.0) Approach and Methodology At the conclusion of the Community Participation Program, the MIG team will present a summary of results from the Program to the Santa Clarita City Council and Planning Commission. This half-hour presentation will include computer- generated color slide graphics and live-action shots taken at public meetings to quickly and effectively communicate key points that will be useful to Council members in preparing for the next steps in the development of a plan for the Downtown Newhall area. The community will also be invited to attend and of- fer comments. Products/Outcomes ■ Draft and Final Presentation Agenda ■ Slide Presentation Script ■ Slide Presentation Task 9.0 Preparation of Visions/Strategies Document Objective ■ Combine feedback from City Council and the Planning Commission with re- sults from the Community Participation Program to produce a final Vi- sions/Strategies document. Approach and Methodology The MIG team will incorporate City Council and Planning Commission feed- back into a Visions/Strategies Document, which will contain a summary of the community's key visions, goals and planning issues. Ultimately, it will serve as M I G ATTACHMENT — PAGE 9 City of Santa Clarita Downtown Newhall Community Participation Program MG Team Proposal page 13 the basis for the implementation step in the process of developing a plan for the Downtown Newhall area's future development. Draft versions will be reviewed by City staff and a final camera-ready copy will be provided for photocopying'and distribution. Products/Outcomes ■ Draft and Final Visions/Strategies Document Task 10.0 Consultant Team/City Staff Meetings Objective ■ Help coordinate Community Participation Program activities and resolve any issues or problems which may arise. Approach and Methodology The MIG team will meet with City staff at regular intervals in the planning proc- ess to review program results and progress. Although most of the previously mentioned tasks include preparation meetings, these meetings are included to cover up to four (4) additional consultant team/City staff meetings that may be needed. This will help ensure that any issues or problems which arise are ad- dressed proactively. These formal meetings will be in addition to frequent con- tact between the MIG Project Manager and City staff. Products/Outcome ■ Up to four (4) City Staff/Consultant Team Meetings ■ Meeting Summary Memos M I G ATrACEMMT — PAGE 10