SR-400-006 (10)
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Council Meeting, February 10, 1987
Santa Monica, California
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FEB 2 4 1987
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To:
Mayor and City Council
From:
City staff
Subject:
Recommendation to Authorize City Manager to Negotiate
and Execute a Contract for Comprehensive Street
Signage Graphic Design Services.
Introduction
This report requests City Council to authorize the City Manager
to negotiate a contract with Hinsche & Associates to provide
graphic design services for a comprehensive City signage program
and to allocate $49,500 from various accounts to pay for the
design services.
Background
The City council, as part of the 1986-87 Budget established an
objective to develop a streetscape Directional Signage Program
for the City. The program was to provide a uniform system of
directional signs to various points of interest throughout the
City.
A selection committee was established to provide input and
guidance in the selection of a graphic design consultant. In
addition to City Staff, Russell Barnard, Chairman of the Main
Street Merchants and member of the Chamber of Commerce; Laurie S-B
Heyman, a local architect and Chairperson of the Chamber ofEB 2 4 19
Commerce's Downtown Business Committee; and Beverly Moore,
Executive Director of the Convention and visitors Bureau
participated as members of the selection committee.
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The selection committee soon realized that the scope of the
original project was too narrow to be an effective program. The
City currently suffers from inconsistent, sometimes unsightly mix
of signs that have been added to the streetscape over the years.
The existing signs do not adequately direct the City's visitors
to points of interest, such as the downtown, the Pier, Main
street and the beach. They also fail to provide any coherent
visual identity to the city, which is an important component of
the City's strategy to enhance tourism and a positive, distinct
image for the city.
In light of the magnitude of the problem and the opportunity to
create not just improved navigation for visitors but an overall
aesthetic improvement in the ci ty , s streetscape, the scope of
services was expanded so that the final product would be a
comprehensive graphic design specification and manual for all
signs used to provide pUblic information and direction throughout
the City. It was the committee's opinion that only a
comprehensive approach to signage citywide would produce a
product that would successfully resolve the problem.
City staff prepared and sent out requests for proposals to
graphic design firms; five proposals were received. The selection
committee reviewed the proposals and decided to interview four
firms. After the first interview, the committee narrowed the
selection to two graphic design firms who were invited to a
second interview. After the second interview the committee
unanimously selected the design firm of Hinsche & Associates.
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Hinsche & Associates has been located in Santa Monica for over
eight years. The firm has developed signage and enviromental
graphic programs for cities, real estate developers, banks,
savings and loans and cruise lines. They are particularly
experienced in developing graphic programs that revitalize and
visually rehabilitate existing projects.
Hinsche & Associates is currently completing a street signage and
identity program for the City of Burbank where they have
developed a logo, directional and informational signage, and
major gateway entry structures. They have also worked with Long
Beach, San Bernardino, Orange, Carmel, and Los Angeles, among
other cities.
They have demonstrated in their interviews a thorough
understanding of Santa Monica as a community as well as knowledge
and experience in working with cities to develop, obtain
approval, and implement graphics programs. All references checked
indicate that Hinsche & Associates is a creative firm which is
easy to work with and can bring a project in within budget.
The design project will be completed by the end of May, 1987.
Budget appropriation requests will be made in 1987-88 to
implement various portions of the program. It is anticipated
that full implementation will take several years. Staff will
also seek the cooperation and participation of the business
community and the Convention and Visitor's Bureau in implementing
the program.
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To ensure conformity with other planned signage programs, Hinsche
and Associates will be asked to review and modify plans for
signage of the new Ocean Park Beach Park and the Wilshire
Boulevard Beautification proj ect.
They will also be asked to
work with the Mall architectural team, headed by Roma Design
Group, to tie the anticipated Mall signage program into the
overall City design scheme.
Financial/Fiscal Impact
The graphic design services will cost $49,500. Due to the wide
ranging benefits of this program, it is recommended that funds be
allocated from the following accounts in several funds to account
number 01-500-415-000-506:
01-700-274-000-785 (General Fund)
77-500-610-000-401 (Parking Authority)
41-600-658-000-801 (Transportation)
Total:
$24,750
12,375
12,375
$49,500
Funds for implementation of a portion of the signage program will
be requested in the 1987-88 budget.
Recommendation
It is recommended that the city Council:
1) Authorize the City Manager to negotiate and execute a
contract with Hinsche & Associates to develop a comprehensive
street signage program, and;
2) Allocate $49,500 from various accounts as outlined above
and transfer to account 01-500-415-000-506.
Prepared by:
stan Scholl, Director of General Services
Ray Davis, City Parking & Traffic Engineer
Peggy Curran, Director of Community and Economic
Development
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