SR 01-26-2016 3C
City Council
Report
City Council Regular and Special Joint Meeting: January 26, 2016
Agenda Item: 3.C
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To: Mayor and City Council
From: David Martin, Director, Planning and Community Development, Planning
Commission Agenda (PCD)
Subject: Professional Services Agreement Modification for Graphic Design Services
with Selbert Perkins Design for Wayfinding Project
Recommended Action
Staff recommends that the City Council:
1. Authorize the City Manager to negotiate and execute a first modification to
professional services agreement #2946 in the amount of $100,000 with Selbert
Perkins Design, a California-based company, for graphic design services for
design of Downtown Parking Wayfinding Signage and Citywide First Mile-Last
Mile Signage. This will result in a five year amended contract/agreement with a
new total amount not to exceed $179,900;
2. Authorize budget changes as outlined in the Financial Impact and Budget Actions
section of this report.
Executive Summary
This report recommends an extension of the contract with Selbert Perkins Design to
continue providing graphic design services to support the City’s Downtown Parking and
Expo First-Last Mile Wayfinding Project. The contract modification would extend the
term of the contract until June 30, 2021 in an amount not to exceed $100,000, for a total
amount not to exceed $179,900. Services for graphic design for the wayfinding project
would come from funds deposited by Macerich Santa Monica LP pursuant to the
Development Agreement No. 13DEV010.
Background
In 2014, City staff sought a graphic design consultant that could create a wayfinding
system that helps people find an efficient path to where they are going, consisting of
elements such as pedestrian-scale maps and information, bike network signs, parking
availability and directional information. The goal was to maintain consistency with the
City’s accepted signage standards and approved graphic identity, reduce signage
clutter and improve wayfinding for all users, including reducing the travel distances and
congestion from vehicles circling in the Downtown looking for available parking. The
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graphic design firm of Selbert Perkins Design was selected following a competitive
Request for Proposal process because of its wide range of experience with public
agencies, qualified experienced team members and thoughtful creative approach.
Selbert Perkins Design has provided graphic design services to the City on previous
projects, including the recent Michigan Avenue Neighborhood Greenway (MANGo)
identity and wayfinding signage. Selbert Perkins Design’s current work on the City’s
Downtown Parking and Expo First-Last Mile Wayfinding Project has been of high
quality. They have been expeditious in responding to input from the City’s Wayfinding
Team.
Discussion
Staff executed professional services agreement No. 2946 on October 28, 2014 in the
amount of $79,900. A modification to the existing professional services agreement No.
2946 is proposed to allow the firm to continue to provide graphic design services for this
project. The original scope of work was limited to the conceptual design of a family of
wayfinding signs and the final design and documentation necessary for construction and
installation of only the Downtown parking wayfinding signs. Selbert Perkins Design is
finalizing the design of these downtown parking signs; the design is currently under
review by a stakeholder committee consisting of key City staff and representatives of
DTSM.
Under the current contract scope Selbert Perkins Design has also developed the
preliminary design for a family of signs to provide direction and information to
pedestrians and bicyclists oriented toward Expo first-last mile wayfinding. First-last mile
wayfinding assists people making connections using rail, bus, bike and walking
transportation, encouraging more people to use sustainable and active transportation
options and reducing pressure on the vehicle network. This design concept has been
developed with public input, including from the Business Improvement Districts
leadership, DTSM and other Downtown stakeholders, and via questionnaires completed
by attendees at this year’s National Night Out event. A committee of stakeholders
comprised of key City staff and DTSM is providing input and direction on the refinement
of the design concept. The proposed contract amendment would allow these efforts to
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continue.
Preliminary Concept Design for Expo First-Last Mile Wayfinding Signs
Selbert Perkins has nearly completed the scope of work pursuant to the original
agreement, and the modification would allow the firm to provide graphic services to
develop final design and documentation necessary for construction and installation of
the wayfinding signage oriented towards pedestrians and bicyclists in the vicinity of the
three new Expo Light Rail stations. The fabrication and installation of this wayfinding
signage is funded through the 2013 Metro Call for Projects award for the “Multi-Modal
Wayfinding: Congestion Reduction/Station Access” project.
Vendor/Consultant Selection
The firm, Selbert Perkins Design, was chosen through an RFP process in 2014. The
Request for Proposals was released on May 24, 2014; four firms submitted proposals.
Selbert Perkins Design was selected to provide graphic design services because of its
wide range of experience with public agencies, qualified experienced team members
and thoughtful creative approach to the wayfinding project. The conceptual designs for
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the family of wayfinding signage created to date reflect the firm’s expertise and
creativity. Additionally, the firm’s work to date effectively incorporates input from City
staff, DTSM and other Downtown stakeholders, as well as input from the general public
received via over 100 surveys completed at the July 2015 National Night Out event. The
contract modification would allow Selbert Perkins Design to continue to provide the
graphic design services necessary to complete the next phase of the City’s Downtown
Parking and Expo First-Last Mile Wayfinding Project. Additionally, the continuity will
facilitate the expedient preparation of drawings and documentation necessary to
implement the project within the schedule(s) established by the funding agency(s).
Funding will be allocated to the City over multiple years and installation of the signs is
projected to be in calendar year 2017.
Financial Impacts and Budget Actions
This agreement modification to be awarded to Selbert Perkins Design is $100,000 for
an amended agreement total not to exceed $179,900. One-time development
agreement funds in the amount of $100,000 were received and set aside in the Special
Revenue Source Fund. Award of the agreement modification requires the following
budget changes:
1. Release fund balance from reserve account 4.366515 (Santa Monica Place
Development Agreement) of $100,000;
2. Appropriate $100,000 to C049100.589000 (Wayfinding SM Place DA).
Prepared By: Laura Beck, Senior Planner
Approved
Forwarded to Council
Reference:
Agreement No. 10239
(CCS)