SR 03-01-2016 3I
City Council
Report
City Council Meeting: March 1, 2016
Agenda Item: 3.I
To: Mayor and City Council
From: David Martin, Director, Planning and Community Development, Strategic &
Transportation Planning (PCD)
Subject: Amendment to Professional Services Agreement for additional work related to
the Bi-annual Citywide Resident Survey
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a second modification to professional services agreement No.10141 in the
amount of $69,050 with Goodwin Simon Strategic Research Corporation, a California
based company, for additional scope of work related to the Bi-annual Citywide Resident
Satisfaction Survey. This will result in a four-year amended contract agreement with a
new total amount not to exceed $192,450, with future year funding contingent on
Council budget approval.
Executive Summary
A second contract modification of $69,050 is requested to address increased costs
associated with the added calls necessary to complete the required number of
interviews, expand the scope of work to utilize Random Digit Dial (RDD) wireless
numbers instead of voter file wireless numbers, thereby including both voters and non-
voters as well as voters who did not list a phone number in the voter file, and to include
an assessment of Santa Monica resident travel patterns, resulting in a total amount not
to exceed $192,450.
Background
On July 28, 2015, Council approved Contract No. 10141 with Goodwin Simon Strategic
Research in the amount of $83,400 to prepare the Bi-Annual Citywide Resident
Satisfaction Survey, a telephone survey to assess the satisfaction of Santa Monica
residents with regards to City services. The contract was postponed as staff
reorganized and refocused efforts to obtain the best possible data. A first modification to
the contract was approved by Council on January 12, 2016 in the amount of $40,000 to
1 of 4
conduct a resident survey to gauge support for various potential affordable housing
funding strategies.
The City of Santa Monica is interested in better understanding the travel patterns of
Santa Monica residents. The City currently collects biannual signalized intersection
counts and annual employer travel surveys, but depends upon infrequent Census and
American Community Survey (ACS) data for resident travel information that only
represents how people get to work. The resident travel survey is designed to collect
Exposition Light Rail Project (Expo Line), which is scheduled to begin service
operations to Santa Monica in spring 2016. Accordingly, the data collection portion of
the Baseline Resident Mobility Survey must be completed in May 2016 prior to Expo
able to conduct subsequent surveys after the Expo Line has begun to assess changes
Discussion
The Bi-Annual Citywide Resident Satisfaction Survey will utilize a traditional
methodology that relies on Random Digit Dial (RDD) land line, enhanced voter list, and
enhanced listed wireless numbers to provide a sample of responding residents that
align with the most recent Census demographic figures for the City regarding resident
age, gender, ethnicity, auto-ownership, and income levels. In order to better reach
underrepresented groups, including young persons, and cell-phone only residents this
contract modification seeks to replace voter file wireless numbers with enhanced listed
cell phone and Random Digit Dial wireless list that include both voters and non-voters to
create a more robust representative sample of Santa Monica residents.
The contract modification would build on and expand the scope of work for the Bi-
Annual Citywide Resident Satisfaction Survey allowing Goodwin Simon Strategic
Research to:
to the opening of the Expo light rail service.
2 of 4
Provide survey results to staff with information regarding sampling methodology,
weighted survey responses.
Attend, present (as requested) and help prepare for Planning Commission, City
Council and other boards and commission meetings.
Vendor/Consultant Selection
On December 22, 2014 the City published Notices Inviting Bids to furnish and deliver
qualifications regarding conducting public opinion and polling research to conduct the
bi-annual citywide telephone survey to gauge satisfaction levels amongst residents in
regards to programs and services provided by the City. The bid was posted on the City's
on-line bidding site, and notices were advertised in the Santa Monica Daily Press in
accordance with City Charter and Municipal Code provisions. 102 vendors were
notified, 41 vendors downloaded the bid. Eight bids were received and publicly opened
on February 4, 2015.
The bid was evaluated based on the criteria in SMMC 2.24.072, including price,
previous experience, ability to deliver, quality of product, and compliance with City
department staff evaluated the eight proposals based on criteria listed in the RFP. Four
finalist firms were interviewed. Based on the selection criteria SMMC 2.24.073,
Goodwin Simon Strategic Research was recommended as the best qualified firm to
conduct the bi-
opinion research firm, the depth of their experience with similar projects, their
knowledge of the community, and their experience conducting the 2007 Santa Monica
Resident survey for the City.
3 of 4
Financial Impacts and Budget Actions
The agreement modification to be awarded to Goodwin Simon Strategic Research
Corporation is $69,050, for an amended agreement total not to exceed $192,450. Funds
are available in the FY 2015-16 budget in the City Manager and Planning & Community
Development Departments. The agreement will be charged to the following accounts:
01267.555061 $50,000
012071.555060 $19,050
TOTAL $69,050
Future year funding is contingent on Council budget approval.
Prepared By:
Carlos Morales, Sr. Transportation Planner
Approved Forwarded to Council
4 of 4
Reference:
Agreement
No.10141
(CCS)