SR-120208-1HCity Council Meeting: December 2, 2008
Agenda Item:
To: Mayor and City Council
From: Kathryn Vernez, Assistant to the City Manager, Community & Government
Relations
Subject:- Design, layout and coordination services for Seascape newsletter
Recommended "Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute afive-year professional services contract with Diane Kuntz Design in an
amount not to exceed $63,600 for the first year with future years subject to cost of living
increases if services are continued.
Executive Summary
The Seascape newsletter is produced in English and Spanish six times annually to
provide information on City programs and services for the benefit of all residents .and
businesses. Four times annually, it includes the RecScape listing of community
recreation programs and classes. Diane Kuntz Design, owned and managed by local
designer Diane Kuntz, participated in a competitive bid process in September 2008 and
was selected. as the vendor for the design, layout and ongoing production of the City's
Seascape newsletter and RecScape supplement for FY 09/10. The proposed contract
includes a base of $57,720 in FY 08/09 with a $3600 initial design fee and $2280
contingency for additional design services related to Seascape; and allows fora 2%
annual increase through FY12/13 if the City should desire to continue the contract.
Seascape design will be evaluated by staff on an annual basis and modified as
necessary. Funds are available in the adopted budget.
Background
Seascape is published six times annually to inform residents and businesses about City
programs and services. It highlights major service innovations, special events and
changes to City policy; community programs and resources, environmental issues and
emergency preparedness; and includes schedules of upcoming City Council meetings
and City Hall hours. This free publication is mailed to all Santa Monica residences and
is available throughout the City.
Seascape is intended for a wide audience and serves all residents, and helps people
actively participate in City government and programs. It is produced using larger-than-
standard typography to be accessible to a range of.ages and abilities, is available in
Spanish, and in alternate formats as requested.
Discussion
Seascape is considered a valuable publication by City staff as a vehicle for
communicating important City programs and activities, and by residents and
businesses. In the most recent resident satisfaction survey conducted by the City, 30%
of residents named Seascape as their primary information source for City news,
information, and programs: While a competitive bid process is important to insure the
best services for the City, it is important to consider continuity, consistency and brand
recognition in an ongoing publication like Seascape, which many residents depend on
for news and information.
Under the terms of the contract, Diane Kuntz Design will provide design and layout
services for six issues of Seascape in English, six issues of Seascape in Spanish and
four issues of RecScape as directed by the City Manager's Office with content from all
City departments. The consultant contracts with a translation. service to provide content
for the Spanish version of Seascape, and provides design and layout services of the
Spanish version concurrent with the English edition. The consultaht-also prepares the
files for each issue according to print specifications, attends the press-check, and
provides a PDF with active links or .html files for use on the City's website.
Contractor/Consultant Selection
Staff issued a Request for Proposals from qualified. design companies to provide.
design, layout, translation, production and materials, and print/web coordination in
2
August 2008, during afour-month period that Seascape is not published. Eight
proposals were received ranging in price from $55,000 to $68,000 annually. An
interdepartmental team comprised of representatives from the City Manager's Office
and Community and Cultural Services reviewed the proposals. Two design firms were
interviewed, BrandStrata and Diane Kuntz Design. Diane Kuntz Design was selected
by the committee based on the breadth and depth of design skill shown in the samples
submitted, extensive experience in newsletter, magazine and directory design,
understanding of the project and ability to capture the style and feel of the Santa Monica
community.
Financial Impacts & Budget Actions
Services will be provided to Santa Monica for an amount not to exceed $65,500
arnually or $313,588 over afive-year period ending in FY 2012/13 as scheduled:
Funds for design and production of Seascape for FY 08/09 are available in account
number 01207.542211. Funds for future fiscal years will be considered within the
budget process. The contract will include a 30-day termination clause in the event
future fiscal year funding is not available or if the City should desire to change firms.
3
*includes one-time initial design fee of $3,600
Prepared by:
Rachel Waugh, Publications Coordinator, Community & Government Relations
Forwarded to Council:
!Kathryn t/Lrnez `° amont Ewell
Assistant to the City Manager for ity Manager
Community and Government Relations
4
Reference Contract No.
9015 (CCS).