SR-07-28-2015-3E- MID
m City it Report
Giy of
Santa Manion'
City Council Regular Meeting: July 28, 2015
Agenda Item:,3 -E
To: Mayor and City Council
From: Elaine Polachek, Asst. City Manager, Community & Government Relations
Subject: Professional Services Agreement with Goodwin Simon Strategic Research to
conduct Bi- Annual Citywide Resident Satisfaction Surveys
Recommended Action
Staff recommends that the City Council:
1. Award RFP #16 to Goodwin Simon Strategic Research, a California -based
company to provide professional services in the field of public opinion
polling /research consulting to conduct the City's Bi- Annual Citywide Resident
Satisfaction Survey
2. Authorize the City Manager to negotiate and execute a professional service
agreement with Goodwin Simon Strategic Research, in an amount not to exceed
$38,250 for one bi- annual resident survey, with one - additional renewal option in
the amount of $45,150, for a total amount not to exceed $83,400 to conduct two
bi- annual resident surveys over a four -year period, with future year funding
contingent on Council budget approval.
3. Authorize budget changes as outlined in the Financial Impacts and Budget
Actions section of this report.
Executive Summary
This agreement would provide professional services to conduct one bi- annual resident
survey with the option to renew for one additional bi- annual resident survey. In
December 2014, the City published an RFP for professional services to conduct the
City's bi- annual resident surveys. After reviewing the proposals received, staff
recommends Goodwin Simon Strategic Research (GSSR) be awarded the contract for
an amount not to exceed $83,400.
Background
The City of Santa Monica conducts a bi- annual telephone survey of Santa Monica
residents to assess attitudes about City services and to identify changes in attitudes
compared to similar studies conducted in previous years. Goodwin Simon conducted
this survey five times for the City between 2001 and 2009. Fairbank, Maslin, Maullin,
Metz & Associates (FM3) conducted the two subsequent surveys. On November 25,
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2014 (See Attachment A) staff recommended contracting with FM3 for one additional
survey, however, Council directed staff to go out to bid for the survey.
Discussion
In previous resident surveys, 400 surveys were conducted by telephone to landline and
cellular phone numbers of Santa Monica residents. Certain questions were asked year -
over -year to allow for comparisons of results. Additional questions were also developed
to address emerging issues, meet operational needs of City departments for more in-
depth information, and to establish new benchmarks on key services. A similar
approach would be utilized in the next bi- annual resident survey to ensure that the
survey results provide interesting and useful information that will help identify service
priorities and guide development of work plans. During the development of the survey
portions of the methodology, such as the number of surveys and percentage of cellular
phone surveys, will be reviewed to ensure a representative sample of the diverse and
ever changing resident population.
Vendor /Consultant Selection
On December 22, 2014, the City issued an RFP seeking a public opinion
polling /research consulting firm to conduct the bi- annual citywide telephone survey to
gauge satisfaction levels amongst residents in regards to programs and services
provided by the City of Santa Monica. The RFP was posted on the City's on -line
bidding website and notices were advertised in the Santa Monica Daily Press in
accordance with City Charter and Municipal Code provisions. 102 vendors were
notified and 41 vendors downloaded the RFP. Responses for the RFP were due
February 4, 2015. A total of eight proposals were received.
City Manager's Office and Community and Cultural Services department staff evaluated
the eight proposals based on criteria listed in the RFP and then interviewed four finalist
firms. Based on the selection criteria in SMMC 2.24.073, GSSR was recommended as
the best qualified firm to conduct the bi- annual resident survey. GSSR was selected
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based on the firm's expertise as an independent opinion research firm, the depth of their
experience with similar projects, their knowledge of the community, and their experience
conducting this survey for the City in the past. Following Council approval, the City will
work with GSSR to develop the survey which is anticipated to be conducted this
fall /winter.
Financial Impacts and Budget Actions
The agreement to be awarded to GSSR is for an amount not to exceed $83,400. Funds
for this agreement were designated in the FY 2014 -15 budget in the City Manager's
Department. Award of this agreement requires the appropriation of $38,250 in FY
2014 -15 savings to account 012071.555060.
Council budget approval.
Future year funding is contingent on
Prepared By: Melissa Lindley, Community Relations Coordinator
Approved Forwarded to Council
Elaine M Polachek, Asst. City MaiiJ@M15
Attachments:
Elaine M Polachek, Asst. City MaW2Qi2015
A. November 25, 2014 Staff Report (web link)
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Reference:
Agreement No. 10141
(CCS)