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City of City Council Report
Santa Monica'
City Council Meeting: April 10, 2012
Agenda Item:J°®
To: Mayor and City Council
From: Edward F. King, Director of Transit Services
Subject: Transit Map & Schedule Design Services for Big Blue Bus
Recommended Action
Staff recommends that City Council authorize the City Manager to negotiate and
execute a first modification to Professional Service Agreement No. 2056 in the amount
not to exceed $60,000 with Ilium Associates, Inc., a Washington -based company, to
provide design services related to transit maps and schedules. This modification will
extend the contract one year. This will result in a four -year contract for a new total of
$130,000.
Executive Summary
Big Blue Bus produces transit maps and timetables each year. In 2010 and 2011, all Big
Blue Bus maps and timetable brochures required updating due to a fare restructuring
and extensive route /schedule changes. In 2012 and 2013, a similar volume of changes
is expected as Big Blue Bus adjusts its services to effectively interface with EXPO light
rail service. Therefore, an amendment to extend PSA No. 2056 for an additional
$60,000 through June 2014 is recommended.
Background
Big Blue Bus produces a variety of complex materials featuring transit maps and
timetables each year. In 2010, the Big Blue Bus also had to update most of its public
information materials due to a fare restructuring. Then, in 2011, a second overhaul was
required due to the implementation of extensive service changes. The original
agreement was under the threshold for Council approval.
Discussion
In preparation for future service changes requiring new maps and schedules, including
re- routing the Line 5 and Line 12 to serve the EXPO light rail station at Venice and
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Robertson, staff is recommending a modification to the agreement to provide continuity
of design work across print, digital and environmental media through June 2014.
Materials to be designed include timetables and maps featured on -board buses and at
racks throughout Big Blue Bus' service area, signage at more than 1,100 bus stops, and
on the Big Blue Bus' and City's mobile websites. Presently, Big Blue Bus does not have
staff that can produce these complex materials in -house at or below the rates charged
by Ilium Associates. For these reasons, staff recommends a first modification in the
amount of $60,000 along with a one -year extension.
Contractor /Consultant Selection
Evaluation criteria for PSA No. 2056 included experience working with branding similar
to the Big Blue Bus' in print and online, creating signage and maps, an in -depth
knowledge of transit systems nationally and competitive rates. Ilium Associates, Inc.
was selected based on their competitive rates and successful completion of previous
contracts similar in scope for the Big Blue Bus as well as other transit agencies.
Financial Impacts & Budget Actions
The first modification of Agreement No. 2056 to be awarded to Ilium Associates, Inc. is
$60,000, for a total not to exceed contract amount of $130,000. Funds are available in
the FY2011 -13 Budget in division 41643. The contract costs will be charged to account
41643.544112.
Prepared by: Linda Gamberg, Acting Customer Relations Administrator
Approved: Forwarded to Council:
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od Gould
City Manager