sr-032310-1bCity Council Meeting: March 23, 2010
Agenda Item: ~ - g
To: Mayor and City Council
From: Barbara Stinchfield, Community and Cultural Services Director
Subject: Agreements with Surf Academy, Inc., and Socceropolis for Specialty
Camps and Classes
Recommended Action
Staff recommends that City Council:
1. Authorize the City Manager to negotiate and execute an agreement with Surf
Academy, for a total amount not to exceed $220,000 for Fiscal Year 2010-11,
with an option to renew for two additional one year periods.
2. Authorize the City Manager to negotiate and execute an agreement with
Socceropolis, for a total amount not to exceed $220,000 for Fiscal Year 2010-11,
with an option to renew for two additional one year periods.
Executive Summary
In order to offer a continuum of recreational services to help meet the City's Active
Living goal, the City contracts with various independent business entities to provide an
array of recreational, cultural, sports, and fitness camps and classes to the public. City
staff handles registration, publicity and oversight of these activities with actual
instruction conducted by the contractors. The contractor receives a percentage of each
registration fee collected by the City to conduct the activities. Following a competitive
selection process, Surf Academy and Socceropolis are the two contractors being
recommended. Surf Academy will conduct youth surf camps, and youth and adult surf
lessons; and Socceropolis will conduct youth soccer camps and classes.
These camps and classes are fee-based with 80% of each registration fee allocated to
the contractor and 20% to the City. The fees charged will offset the contract expenses
and will also generate approximately $130,000 in General Fund revenue.
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These contracts need to be authorized in advance of the budget process to prepare the
summer program, but are subject to approval in the 2010-11 City Budget.
Background
The City contracts with various entities to provide a full range of community camps and
classes. Contractors are selected from those who participate in a competitive Request
for Proposals (RFP) process. Those contractors whose payments will exceed $100,000
are required to receive City Council approval prior to the execution of the contract.
On January 22. 2008, City Council amended the City's Municipal Code sections
regarding surfing instruction and group beach and water activities. Pursuant to revised
ordinance sections 4.08.025 and 4.08.060, youth surf camps and all surfing instruction
for compensation must be authorized by the City of Santa Monica. To receive City
authorization and become a City contractor, interested parties are required to respond
to an RFP. Contractors for other City classes and programs, such as specialty youth
sports camps, go through a similar process to ensure equity and balance in the City's
contracted programs.
Discussion
Contractor/Consultant Selection
Youth Surf Instruction and Surf/Sand Camps: In October 2009, the City conducted a
Request for Proposals process, soliciting proposals for surfing instruction and youth surf
and sand camps for compensation on Santa Monica State Beach for Fiscal Year 2010-
11. Atotal of five proposals were received, then reviewed and evaluated by a review
committee comprised of representatives from the Community and Cultural Services
Department (Community Recreation Division), Los Angeles County Lifeguards, and the
Santa Monica Convention and Visitors Bureau. Surf Academy is recommended due to
the following:
• High quality instruction
• A demonstrated understanding of the needs of the Santa Monica community
• Commitment to providing a unique and high quality surfing experience
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• An understanding of and commitment to ensuring the utmost in beach and water
safety and the safety of all students in the program, an emphasis on important
aspects of the beach such as ecology, conservation, beach and surfing etiquette
• The ability to finance and sustain the proposed surfing programs
• Their proven track record with municipalities including Santa Monica, Huntington
Beach and The County of Los Angeles.
Of the five proposals received and evaluated, Surf Academy was comparatively
affordable and offered a comprehensive menu of surfing activities for all ages. Surf
Academy also has the ability to offer surf lessons to the City's financial assistance
participants at no additional charge as well as to participants of Rosie's Girls, Camp
Santa Monica, and Sports Experience.
In addition to the recommendation of Surf Academy, one additional provider will receive
an Independent Provider permit from the City to conduct a youth surf camp, lessons and
classes. Up to eleven providers will receive Independent Provider permits to conduct
private and semi-private surf instruction. These providers fall below the threshold
requiring City Council authorization.
Non-Surf Specialty Youth Camps: In November 2009, the City also conducted a
Request for Proposals process for operation of the City's non-surf specialty youth
summer camps and youth and adult classes for fiscal year 2010-11. Fourteen youth
camp proposals were received, reviewed, and evaluated. Socceropolis is
recommended due to its high quality instruction, popularity with residents, willingness to
serve financial assistance participants, plus a proven track record with the City.
Socceropolis demonstrated relevant and engaging curriculum while ensuring participant
safety; clearly articulated its program goals and objectives: provided a detailed camp
description; demonstrated the ability to work with challenging situations with participants
from behavioral to the learning challenged; and demonstrated camp accessibility for
participants with a disability.
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In addition to Socceropolis, the City has also selected other providers of non-surf
specialty classes and camps to conduct activities during fiscal year 2010-11, however
they fall below the threshold requiring City Council authorization.
Public Outreach
Requests for Proposals for camps and classes were publicized on the City's website,
sent to potential providers on an interest list and a press release was issued to local
media.
Information about these camps and classes will be published in Seascape, the City's
summer youth camps brochure, community class fliers, and the City of Santa Monica
website. Participants may register on-line, by mail, fax or at various City recreational
facilities.
Financial Impact and Budget Actions
During Fiscal Year 2010-11, the annual payment to Surf Academy for camps and
classes is expected to be approximately $220,000 with offsetting revenue to the City's
General Fund of $285,000. Annual payments to Socceropolis are expected to be
approximately $220,000 with offsetting revenue of $285,000. The City's Proposed
Budget for FY 2010-11 will include all related revenue (account #401310) and
expenditure (account #01544.566260) appropriations.
Prepared by: Kathy t_ePrevost, Community Recreation Manager
Approved:
Forwarded to Council:
Barbara Stinchfield Rod Gould
Director, Community and Cultural City Manager
Services Department
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Reference Contract Nos.
9186 (CCS) and 9187
(ccs).