SR-1000-002-05
BBB:SN:DD:f\transitshare\council\SussmanPrejza
Council Meeting: March 8, 2005 Santa Monica, California
TO: Mayor and City Council
FROM: City Staff
SUBJECT: Modify the Contract with Sussman/Prejza for Design and Brand
Development for the Big Blue Bus New Rapid 3 Service
Introduction
This report recommends that the City Council authorize the City Manager to
execute a modification in the amount of $12,800 to the contract with
Sussman/Prejza, for the development of the elements needed for branding and
customer communications for the new Big Blue Bus Rapid 3 Service for a total
contract amount of $67,800.
Background
The new Rapid 3 line or Bus Rapid Transit (BRT) service beginning this June
requires a distinct but complementary identity that potential customers can easily
recognize. The new line will provide limited stop service with signal priority, far
side bus stops and 15-minute service down the Lincoln corridor between Santa
Monica and the Green Line Station in El Segundo. Sussman/Prejza, the firm that
developed the new look of the Big Blue Bus in 1997, will create this new brand.
The three-phase project includes development of: color palettes, logo
development, design and layout of vehicular graphics program for two models of
buses, a complete signage program that integrates with on-street shelters, and a
customer communications package for printed material.
1
Discussion
The timeline to produce this work is short in order to begin service in June as
required. Phases one and two of this project are underway and the third phase
brings the total contract amount to a level requiring council authorization. The
final phase of the project should begin immediately after City Council approval.
The City also is working with Sussman/Prejza on a vehicular graphics program
that will apply the City’s identity to patrol vehicles for the Police Department. This
contract is not to exceed $33,000 and is budgeted in the City Manager's
department.
Budget Impact
Funds are available in the Big Blue Bus Customer Relations budget in account
number 41643-544112.
Recommendation
Staff recommends that City Council authorize the City Manager to execute a
modification to professional services agreement contract with Sussman/Prejza, in
the amount of $12,800.
Prepared by: Stephanie Negriff, Director of Transit Services
Dan Dawson, Acting Manager, Customer Relations
Reference Contract No. 8454 (CCS).
2