SR-09-10-1996-6T
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council Meeting: September 10,1996
Santa Monica, Californla
Contract 6523 (CCS)
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TO:
Mayor and City Council
FROM:
city Staff
SUBJECT: Recommendation to Authorize the City Manager to Negotiate
and Execute an Agreement with Pulsar Advertising to
Undertake a Graphic Design Project for the Big Blue Bus.
Introduction
This report requests that the City Council authorize the City
Manager to negotiate and execute an agreement with Pulsar
Advertising to update and enhance the Big Blue Bus graphic design
program. The project will be conducted in coordination with the
Municipal Bus Lines' Service Improvement Program which will
establish the systems overall direction for improving transit
services,
including route and schedule enhancements,
fleet
modifications and improvements to passenger amenities.
Backqround
The Big Blue Bus is currently engaged in a Service Improvement
Program which was initiated in March 1996 with a series of
community outreach meetings. The Big Blue Bus service Improvement
Program will employ the input received from the public process to
develop a package of recommendations which will be presented for
City Council consideration in February 1997.
The program will
contain recommendations for improving all aspects of Big Blue Bus
service, including the color and graphic re-design of the bus
fleet, bus stop amenities and printed materials, consistent with
the city's overall graphic identity program.
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SEP 1 0 1996
The Transportation Department used a two step process to solicit
firms for this graphic re-design project. Requests for
qualifications (RFQs) were sent to 10 firms that perform graphic
design and advertising services. six firms submitted Statements of
Qualifications in response to the RFQs and all six firms were
invited to participate in oral interviews for the project.
The interviews provided an opportunity for each firm to present
their proposal before a three-member selection panel consisting of
Transportation Department staff. Each proposal was evaluated based
on the following criteria: 1) understanding of project
requirements; 2) creative direction; 3) experience of firm's
personnel; and 4) past performance in conducting similar proj ects.
Based on this selection process, the Transportation Department
recommends the selection of Pulsar Advertising to conduct the
graphic design project. Pulsar, a Disadvantaged Business
Enterprise (DBE) firm, demonstrated both the technical and creative
ability to develop the graphics program for the Big Blue Bus.
Pulsar has conducted a suff1cient number of transit-related graphic
design projects throughout Los Angeles County and surrounding areas
to be considered fully capable of performing this project in a
satisfactory manner.
Budqetary/Financial Impact
The Pulsar price proposal for this proj ect is $60,000.
Transportation Development Act funds have been programmed for this
project. Budgetary authorization for this expenditure is contained
in Transportation Department Account Number 41-600-654-11791-2254-
25254.
Recommendation
City staff recommends that the City Council authorize the City
Manager to negotiate and execute an agreement in an amount not to
exceed $60,000 plus a contingency amount not to exceed $9,000 with
Pulsar Advertislng to conduct the graphic design project for the
Big Blue Bus.
Prepared by:
J. B. Catoe, Jr., Director of Transportation
s. Griffin, Senior Administrative Analyst