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SR-092507-1C~~r City of - City Council Report Santa Monica City Council Meeting: September 25, 2007 Agenda Item:_~ To: Mayor and City Council From: Barbara Stinchfield, Director of Community & Cultural Services Subject: Award of Professional Services Agreement to AdamsMorioka, Inc. for Graphic Design Services for the Annenberg Community Beach Club at Santa Monica State Beach Recommended Action Staff recommends that the City Council authorize the City Manager to negotiate and execute a professional services agreement with AdamsMorioka, Inc. for comprehensive graphic. design services to support the opening and operation of the Annenberg Community Beach Club at Santa Monica State Beach in the amount of $150,000, with an option to extend the Scope of Services in FY 08/09 in an amount not to exceed an additional $100,000. Executive Summary The Annenberg Community Beach Club at Santa Monica State Beach is scheduled to open in January 2009. Construction is currently on schedule, and City staff is preparing an operations plan to ensure that the facility, once open, will achieve the highest levels of community use as well as generate needed operating revenues through permitting of special events. A key component of this planning is the development of innovative 1 strategies for community education and outreach, special event marketing, and interpretative/cultural programming. As with other successful community-serving facilities opened by the City with great success in recent years, presenting a consistent look and message through site signage, interactive media, printed materials and innovative interpretative materials will contribute significantly to the public's perception and recognition of the place. AdamsMorioka, Inc. is recommended based on their understanding of the unique aspects of this public project, a high degree of creativity and innovation, and experience working with projects that desire a unique identity within a larger organizational structure. Funds in the amount of $125,000 in City Beach Funds were budgeted in FY 2007/08 for this purpose and an additional $100,000 was included in the approved FY 2008/09 City Budget Plan. Discussion The identity of a place is more than just a graphic representation; it is the personification of that place, its products, and services, and can serve as the guiding philosophy for promoting the site. Such an identity is desired at the Annenberg Community Beach Club at Santa Monica State Beach to use as the basis for the development of site signage that successfully welcomes and guides the site's visitors, interpretive materials and exhibits that capture the special history of the site, and community outreach and marketing materials that are inviting, informative and able to convey the necessary information through both printed and electronic media. The special challenge for the 2 Annenberg Beach Club is to develop a site identity that reflects the unique characteristics of the site but also incorporates the graphic identities of the City of Santa Monica and California State Parks. A comparable situation existed when developing the Santa Monica Swim Center, which is a City facility and located at Santa Monica State College where a successful and coordinated graphic program was developed and implemented. The initial graphic identity development will include a process that involves key stakeholder groups, such as staff, historians, user groups and thorough review of the State Parks and City of Santa Monica graphic identity requirements. The initial phase will include the development of a minimum of three identity templates and the selected identity will then be refined and expanded for application to signage, uniforms, marketing material, merchandise, website and interpretive exhibits. AdamsMorioka, Inc. will shepherd the development and implementation of the identity from concept through fabrication installation. At the City's option, the contract would be extended into fiscal year 2008-09. Service needs anticipated at that time include additional website development, design and printing of collateral materials, design and fabrication of interpretive materials and special exhibits and design of other promotional material. 3 Contractor/Consultant Selection In June 2007, an RFQ was distributed nationally to 27 firms with expertise in graphic design. Sixteen teams submitted qualifications for this project, which were carefully reviewed by a selection committee consisting of staff from the Community and Cultural Services and Environmental and Public Works Management Departments, a representative from the Annenberg Foundation, and a representative from Fred Fisher Partners, the project architects. Based on this review, four finalists were interviewed in August 2007. The selection committee unanimously recommends that AdamsMorioka, Inc. be awarded this project based on the overall quality and comprehensive nature of the firm's expertise, experience on projects of similar size and scope, and the firm's clear understanding of the project. The key personnel on this project have worked with numerous stakeholder groups to develop innovative and successful graphic identities and a full range of applications for facilities throughout the country, including the California Institute of the Arts, University of Southern California, RedCat Theater, Tempe Center for the Arts, and Sundance Companies. In addition, they bring to the project a clear understanding of the specific issues involved in developing a graphic identity that relates to the existing logos of the City of Santa Monica and California State Parks. 4 Budpet/Financial Impact $125,000 from the City's Beach Fund was appropriated in the FY 2007/08 Budget for Annenberg Community Beach Club marketing. Additional funds have been identified in a capital account as noted below. Total funds for the recommended graphic development services are available in the following accounts: 11522.55010 $125,000 0010673.589000 25 000 $750,000 Additional support from the Beach Fund in the amount of $100,000 has also been included in the Approved City Budget Plan to fund the option to extend the Scope of Services in account 11522.55010. Prepared by: Callie Hurd, Manager, Open Space Division Approved: Forwarded to Council: ~G~C.c~-La- Barbara Stinchfield vP//L' ont EN .Director, Community &Cultural Services G~k Manager 5 Reference Contract No. 8824 (CCS)