SR 09-12-2017 3H
City Council Report
City Council Meeting: September 12, 2017
Agenda Item: 3.H
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To: Mayor and City Council
From: David Martin, Director, Transportation Planning
Subject: Professional Services Agreement Modification for Graphic Design Services
with Selbert Perkins Design for Wayfinding Project
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a second modification to agreement #10239 in the amount of $49,990 with
Selbert Perkins Design, a California-based company, for graphic design services of
Downtown Parking Wayfinding Signage, Citywide First-Last Mile Signage, and Citywide
Signage and Wayfinding Guidelines. This will result in a seven year amended
contract/agreement with a new total amount not to exceed $229,890.
Executive Summary
This report recommends an extension of the contract with Selbert Perkins Design to
continue providing technical expertise in signage and wayfinding, graphic design
services and implementation documents. Selbert Perkins Design has been producing
work to implement the City’s Downtown parking real-time availability signage and
circulation wayfinding and the Expo first-last mile ped/bike wayfinding. The extension
will also allow Selbert Perkins Design to prepare Citywide Signage and Wayfinding
Guidelines. Selbert Perkins Design will also provide design consultation to City staff on
a time and materials basis as needed to address project modifications due to field
conditions while the signage efforts are being constructed. The contract modification
would increase the amount not to exceed $49,990, for a total amount not to exceed
$229,890.
Background
In 2014, City staff sought a graphic design consultant to create a unified system of
wayfinding signage for all travel modes (bicycle, automobile, pedestrian, and transit) for
implementation in the vicinity of the three new Metro Expo Line stations and throughout
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Downtown Santa Monica. The graphic design firm of Selbert Perkins Design was
selected following a competitive Request for Proposal (RFP) process because of the
firm’s wide range of experience with public agencies, qualified and experienced team
members, and thoughtful creative approach. Staff executed professional services
agreement No. 2946 on October 28, 2014 in the amount of $79,900 for the wayfinding
signage framework and concept design. A first modification to the professional services
agreement in the amount of $100,000 was approved on January 26, 2016 to extend the
term of the contract to June 30, 2021 and to allow the firm to provide graphic design
services to develop the final design and documentation necessary for fabrication and
installation of the wayfinding signage. January 26, 2016 Staff Report (web link)
Discussion
The contract modification would allow Selbert Perkins Design to continue to provide the
technical expertise in signage and wayfinding and graphic design services necessary to
complete the final phases of the City’s Downtown Parking and Expo First-Last Mile
Wayfinding Project and to develop a Guidelines document that will include sign
standards and artwork for City wayfinding signs.
Under the current contract scope, Selbert Perkins Design developed the concept design
for a framework of signs to provide direction and information to motorists seeking
Downtown parking and 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, Downtown Santa Monica (DTSM) and other
Downtown stakeholders, and via questionnaires completed by attendees at a National
Night Out event. A committee of stakeholders comprised of City staff and DTSM has
provided input and direction on the refinement of the design concept and continues to
provide input on the final design.
To date, Selbert Perkins Design has provided high quality work and has been
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expeditious in responding to input from the City’s Wayfinding Team, including
preparation of multiple and significant revisions to the plans.
The first phase of the project has been completed with the recent fabrication and
installation of 112 static parking guidance signs. The documentation necessary for
construction and installation of the dynamic signs with real-time parking information has
been substantially completed, and Selbert Perkins Design is currently producing an
additional round of revisions requested by City staff. Meanwhile, City staff and key
stakeholders have identified the need for Selbert Perkins Design to make refinements to
the map element for the Expo first-last mile ped/bike wayfinding signs.
The second modification to the agreement would allow Selbert Perkins Design to:
Make the requested modifications to finalize the design and documentation
necessary for construction of the dynamic signs with real-time parking
information;
Facilitate additional stakeholder input and to facilitate refinements to the map
element and messaging for key destinations, and identify optimum sign locations;
Provide design consultation to City staff on a time and materials basis during the
construction process to address potential project modifications due to field
conditions; and
Produce a Guideline document that will incorporate all sign standards and
drawings for wayfinding signs used in the City. This will facilitate implementation
of wayfinding signage as part of future projects.
Additionally, the continuity of the design team will facilitate the expedient preparation of
drawings and documentation necessary to implement the project within the schedule(s)
established by the funding agency(s). The fabrication and installation of this wayfinding
signage is funded primarily through the 2013 Metro Call for Projects award for the
“Multi-Modal Wayfinding: Congestion Reduction/Station Access” project.
Vendor/Consultant Selection
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The firm, Selbert Perkins Design, was chosen through an RFP process in 2014. The
RFP 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 and experienced team members, and
thoughtful creative approach to the wayfinding project. The completed design for the
framework of wayfinding signage reflects the firm’s expertise and creativity.
Financial Impacts and Budget Actions
This agreement modification to be awarded to Selbert Perkins Design is $49,990 for an
amended agreement total not to exceed $229,890. Funds are available in the FY2017-
18 Capital Improvement Program budget in account C010994.589000.
Prepared By: Laura Beck, Senior Planner
Approved
Forwarded to Council
Attachments:
A. Selbert Perkins Oaks 2017
B. January 26, 2016 Staff Reort (web link)
REFERENCE:
SECOND MODIFICATION TO
CONTRACT NO. 10239
(CCS)