SR-08-27-2013-3ICity of City Council Report
Santa 11I0nicai
City Council Meeting: August 27, 2013
Agenda Item: 2� `" I,
To: Mayor and City Council
From: Rod Gould, City Manager
Subject: Professional Services Agreement with Fairbank, Maslin, Maullin, Metz &
Associates for Voter Survey for a 2014 Potential Ballot Measure
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a professional services agreement with Fairbank, Maslin, Maullin, Metz &
Associates (FM3), a California-based company, in an amount not to exceed $27,800 to
conduct a voter survey on a potential ballot measure for the 2014 election.
Executive Summary
The City of Santa Monica contracts with public opinion research firms to conduct its bi-
annual resident survey as well as potential ballot measures. A competitive request for
proposals was issued in June 2013 to conduct a voter survey for a potential 2014 ballot
measure. FM3 is recommended for selection. FM3 has provided public opinion research
polling for the City under separate contracts. Staff recommends entering into a contract
at a cost of $27,800 with FM3. With this, the total amount to be authorized to FM3 would
be $150,985 over six years.
Background
The City of Santa Monica conducts telephone surveys of Santa Monica residents to
assess resident satisfaction with City services as well as voters attitudes about possible
revenue options aimed at addressing critical needs.
FM3 has provided public opinion research polling for separate contract services totaling
$123,185 in the past five years. The firm's other contracts were entered into in January
2008 to conduct research on the modernization of the Utility Users Tax and on June
2010 to determine needs and priorities, and examine the viability of a ballot measure to
provide additional funding to maintain City services (Measures Y and YY). FM3 also
prepared the last two bi-annual resident satisfaction surveys in 2011 and 2013. With this
contract the total amount authorized to FM3 for public opinion research would be
$150,985 over a 6 year period.
Discussion
With the dissolution of redevelopment, the City has lost its primary source for capital
project and affordable housing funding. Redevelopment funds were previously used to
provide pay as you go funding or to cover the debt service of tax allocation bonds for
the rehabilitation of essential infrastructure and construction of priority community
facilities. Staff has reprioritized capital project programming to accommodate high
impact projects that could no longer be funded with redevelopment funds, including the
Pico Branch Library, the Early Childhood Education Center, and the Colorado
Esplanade. However, affordable housing, the construction of a new Fire Station I and
seismic rehabilitation of Fire Station 3, updated safety communications equipment, and
the reconstruction of the Corporation Yards, remain unfunded, and it will be necessary
for the City to seek new financing and funding sources for these projects,
The City requires the services of a professional public opinion research firm to gauge
the public's opinion on potential ballot measures related to capital project and affordable
housing funding.
Contractor/Consultant Selection
In June 2013, the City issued a request for quote/proposals to conduct the voter survey
on a potential 2014 ballot measure. The request was issued to four firms with expertise
on ballot measures. Three proposals were received and evaluated by staff from the City
Manager's Office, Finance, Housing and Economic Development, and the City
Attorney's Office. The evaluations focused on: qualifications; structure of client team
and experience; strategy and plan to accomplish the goals for conducting the survey;
and reasonableness of the fee including the value/service for the proposed cost. FM3
is recommended based on the strength of proposal, qualifications, experience,
methodology, strategy and plan to accomplish survey goals. Based on the proposal
submitted, staff recommends entering into a professional services agreement in the
amount of $27,800 with FM3 for preparation of voter survey.
The benefits of using FM3 for the potential ballot survey are:
® Utilizing a recognized leader in conducting research on ballot measures, in
particular measures dealing with public safety and infrastructure. FM3 is the
primary opinion research firm for the League of California Cities and has a broad
range of experience working with California cities and with Los Angeles County;
® Providing detailed analysis by demographic and geographic subgroupings by key
questions, which offers ongoing insight into current city voter's sentiments;
® Bringing a vast background of historical and current knowledge of the City, its
residents and businesses that has been accumulated from past research
conducted among City residents/voters on a variety of issues and for successful
ballot measure campaigns.
Financial Impacts & Budget Actions
The professional services agreement to be awarded to Fairbank, Maslin, Maullin, Metz
& Associates is for an amount not to exceed $27,800. Funds are available in the FY the
FY 2013-14 budget in division 207. The agreement will be charged to account
012071.578670.
Prepared by: Kathryn Vernez, Deputy City Manager, Special Projects
Approved:
Forwarded to Council:
Val
Arnez Rod Gould
Deputy City Manager City Manager
Reference:
Contract No. 9794 (CCS)