SR-09-24-2013-3KCity Council Meeting: September 24, 2013
Agenda Item:
To: Mayor and City Council
From: Rod Gould, City Manager
Subject: Professional Services Agreement with Godbe Research for Resident
Survey on Future Development
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a professional services agreement with Godbe Research, a California -based
company, in an amount not to exceed $32,135 to conduct a resident opinion survey on
future development related issues.
Executive Summary
The City of Santa Monica contracts with public opinion research firms to conduct its bi-
annual resident opinion survey, as well as potential ballot measures and other resident
public opinion research. A competitive request for proposals was issued in June and
July of 2013 to conduct a resident survey on matters related to future development.
Godbe Research is recommended for selection at a cost of $32,135.
Background
The City of Santa Monica conducts telephone surveys of Santa Monica residents to
assess resident satisfaction with City services, as well as occasionally surveying voters'
attitudes about possible revenue options aimed at addressing critical needs. Council
requested staff to conduct a resident opinion survey on matters related to future
development at the May 29, 2013 Budget Study Session meeting, and designated
$30,000 if its contingency funds for this purpose at the June 25, 2013 Budget Adoption
meeting.
Godbe Research has provided public opinion research polling for the City several times
in the past including the City's resident survey in 1999 and a resident survey of Rent
Control units in 2006.
Discussion
Council directed staff to engage the services of a professional public opinion research
firm to gauge the public's opinion on matters related to future development.
Topics to be addressed in the survey include building height, density, community
benefits and potential concern regarding project impacts. The results of the survey
would provide the Council with information regarding residents' opinions about the
height and density of new buildings in the downtown, and the level of community
benefits and project amenities that would be appropriate for projects that seek to
exceed base height limits. Additionally, survey questions would seek to determine if the
community would support taller buildings for desired uses, such as affordable housing,
uses that provide a fiscal benefit to the City and projects that provide major public
infrastructure enhancements that result in new or improved public open space or
transportation /circulation improvements. The survey questions would also ask residents
what benefits they wish to see in new downtown development projects, as well as their
concerns regarding what potential impacts might occur as a result of new development.
The survey would be conducted this fall.
Contractor /Consultant Selection
In June 2013, the City issued a request for quote /proposals to conduct a resident survey
on future development. The request was at first issued to four firms that scored the
highest in the 2011 resident survey competitive process. No proposals were received
from these companies. Staff then posted the survey request on the City's online bidding
website in July 2013. Fourteen proposals were received. Proposals were evaluated by
staff from the City Manager's Office, Planning and Community Development, Housing
and Economic Development, and the City Attorney's Office. The evaluations focused
on: qualifications; structure of the client team and their 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. Godbe Research is recommended
based on the strength of their proposal, qualifications, experience, methodology,
strategy and plan to accomplish the survey goals.
The benefits of using Godbe Research for this resident survey are:
• Utilizing a recognized leader in conducting research on public opinion polls,
including conducting resident surveys on development for California cities. Since
its founding in 1990, Godbe Research has conducted more than 2,500 public
opinion surveys for California local government clients.
• Providing detailed analysis by demographic and geographic subgroupings by key
questions, which offers ongoing insight into current resident sentiments;
• Broad background and familiarity with the community having completed five
surveys in the Santa Monica community since 1998 including:
0 1998 Library and Parks Bond Measure Voter Survey (voter sample)
0 1999 ICMA Survey of Residents conducted for the City of Santa Monica
(RDD /random sample)
0 2000 Sidewalks and Trees Property Owner Assessment Survey
(residential and commercial property owner sample)
o 2005 ad -hoc Internet survey of residents during the General Plan update
(Dyett & Bhatia)
o 2006 Rent Control Survey (listed sample of renters)
Based on the proposal submitted, staff recommends entering into a professional
services agreement in the amount of $32,135 with Godbe Research for preparation of
voter survey. The other firms did not have the depth of experience with California Cities
on development or other surveys.
While staff initially specified a minimum sample size of 400, after speaking with the
consultant and to conform to the ballot measure survey, staff recommends a sample
size of 500 which yields a greater level of confidence and more precision at the
geographic and demographic levels, and a maximum survey length of 22 minutes.
Staff requested and the League of Women Voters -Santa Monica agreed to participate
as an impartial observer in the process on the survey on development. The role is not in
survey content development but instead is in process observation.
Financial Impacts & Budget Actions
The professional services agreement to be awarded to Godbe Research is for an
amount not to exceed $32,135. Funds are available in the FY 2013 -14 budget in
division 201 and 2071. The agreement will be charged to account 01201.579005
($30,000) and to account 012071.555060 ($2,135).
Prepared by: Kathryn Vernez, Deputy City Manager, Special Projects
David Martin, Planning and Community Development Director
Approved:
'1
, athryn Ve ez
Deputy City Manager
Forwarded to Council:
Rod Gould
City Manager
Reference:
Agreement No. 9803
(CCS)