SR 03-08-2022 3L
City Council
Report
City Council Meeting: March 8, 2022
Agenda Item: 3.L
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To: Mayor and City Council
From: Gigi Decavalles-Hughes, Director, Finance Department, Revenue
Subject: Approval of Reinstatement and Seventh Modification with Goodwin Simon
Strategic Research (GSSR) to Conduct Resident Polling Services
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a reinstatement and seventh modification to agreement #10141 increasing the
term of the contract with Goodwin Simon Strategic Research (GSSR) to June 30, 2024
and adding additional services to conduct resident polling related to Santa Monica’s
potential revenue measures. This will result in a reinstated and amended agreement
with a new total term of eight years and four months. The total amount of the contract
will be unchanged at not to exceed $385,800 with future year funding contingent on
Council budget approval.
Summary
On February 8, 2022, Council directed staff to determine the feasibility of placing up to
two revenue producing measures on the November 2022 ballot. The two proposed
measures would include a parcel tax and an increase in the transient occupancy tax.
The measures would help the City restore and enhance services, especially services
addressing the community priorities of Addressing Homelessness, Clean and Safe
Santa Monica, and Equitable and Inclusive Economic Recovery as well as supporting
the restoration of Library services that were severely reduced when the City
restructured its budget in response to the revenue fallout caused by the COVID-19
pandemic.
A key component of the analysis is the polling of Santa Monica likely voters to
determine community support for these measures. Goodwin Simon Strategic Research
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(GSSR) has been providing polling services to the City for a number of years, and their
familiarity with the City will greatly assist in crafting and conducting the poll. Because of
this and the short time period required to complete the poll, staff is recommending
reinstating and modifying a contract with GSSR to conduct a community poll
during Spring 2022.
Discussion
The City has begun its recovery from the economic devastation from the COVID-19
pandemic. However, it still will take some time to recover the General Fund revenue
declines of nearly $190 million suffered during the pandemic period. Even with the
recent uptick in revenues, FY 2021-22 estimated revenues are still approximately $30
million below the pre-COVID peak in FY 2018-19 and $50 million less than they would
have been anticipated to be had the pandemic and resulting recession not occurred.
Therefore, Council asked staff to examine the feasibility of placing revenue measures
on the 2022 ballot.
One of the first steps in analyzing the feasibility, timing and structure of the potential
revenue measures is to poll community residents regarding their interest. The final
decision as to which tax measure(s) to pursue, the structure of each tax, and the timing
for placement on the ballot will be recommended after research and polling are
completed. The survey will be scientifically conducted in English or Spanish using text
invites to an on-line survey as well as phone calls. Staff will return to Council with
further information in the coming months. The first significant revenue impact from any
successful November 2022 ballot measure would not be realized until FY 2023-24.
Vendor Selection
The City originally entered into Agreement #10141 (CCS) with GSSR on February 29,
2016 to conduct the City’s annual resident survey, a scientific survey of all Santa
Monica residents which assists the City in identifying community priorities and
needs. The City last modified the agreement in April 2020, the sixth modification, to
fund a survey on potential 2020 ballot measures including the successful Measure SM
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that resulted in an increase in the City’s Documentary Transfer Tax. Agreement #10141
expired on June 30, 2021.
Conducting a competitive request for proposals is not feasible at this time because of
the short timeline to prepare measures for the November 2022 ballot. GSSR is a
California-based firm that has conducted extensive polling related to ballot measures,
candidates for office, and other targeted purposes for public agencies and other clients
throughout California and the United States. Reinstating the Agreement #10141 for an
additional three-year period would allow staff to complete the surveys needed before
the November 2022 ballot and also allow for any potential surveys needed ahead of the
2024 ballot.
Past Council Actions
Meeting Description
7/28/2015
(Attachment H)
Not to exceed (NTE) $83,400 to conduct one bi-annual resident
survey, with option of one renewal for one additional bi-annual
survey. Total 4 year agreement.
2/25/2020
(Attachment I)
Approved additional $62,000, new NTE $385,800. Contract term
remains 5 years. (Item 8.b Midyear Budget - item 9)
Financial Impacts and Budget Actions
There is no immediate financial impact or budget action necessary as a result of the
recommended action. Staff will return to Council if specific budget actions are required
in the future. There is sufficient budget within the General Fund to fund the contract
modification. Staff will complete a request for proposals for any additional work following
the completion of this contract term.
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Prepared By: David Carr, Assistant City Treasurer
Approved
Forwarded to Council
Attachments:
A. Attachment A - Goodwin Original Contract No.10141
B. Attachment B - Goodwin Contract No. 10141 First Modification
C. Attachment C - Goodwin Contract No. 10141 Second Modification
D. Attachment D - Goodwin Contract No. 10141 Third Modification
E. Attachment E - Goodwin Contract No. 10141 Fourth Modification
F. Attachment F - Goodwin Contract No. 10141 Fifth Modification
G. Attachment G - Goodwin Contract No. 10141 Sixth Modification
H. Attachment H - Staff Report: Original Authorization of Agreement with Goodwin
Simon
I. Attachment I - Minutes: Authorization for Sixth Modification of Agreement with
Goodwin Simon (Web Link)
J. Attachment J - Goodwin Simon Oaks Initiative Form
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FIFTH MODIFICATION OF
PROFESSIONAL SERVICES AGREEMENT NO. 10141 (CCS)
This Fifth Modification of Professional Services Agreement Number 10141 (CCS)
(“Fifth Modification”), entered into as of _____________, 2019 (“Execution Date”),
by and between the City of Santa Monica, a municipal corporation (“City”), and
Goodwin Simon Strategic Research (“Goodwin Simon” or “Consultant”) is made with
reference to the following:
RECITALS
A. On or about February 29, 2016, the City and Goodwin Simon entered into Profes-
sional Services Agreement Number 10141 (CCS) for services to conduct the City’s
Biennial Citywide Resident Satisfaction Survey for a total amount not to exceed
$83,4000.
B. On or about March 31, 2016, the City and Goodwin Simon entered into a First
Modification of Professional Services Agreement Number 10141 (CCS) (“First
Modification”) which included additional resident survey services and increased
the contract price by an additional $30,000 for a total not to exceed $113,400.
C. On or about April 26, 2016, the City and Goodwin Simon entered into a Second
Modification of Professional Services Agreement Number 10141 (CCS) (“Second
Modification”) which included additional resident survey services and increased
the contract price by an additional $69,050 for a total not to exceed $182,450.
D. On or about July 15, 2016, the City and Goodwin Simon entered into a Third
Modification of Professional Services Agreement Number 10141 (CCS) (“Third
Modification”) which included additional resident survey services and increased
the contract price by an additional $40,000 for a total not to exceed $222,450.
E. On or about August 31, 2017. the City and Goodwin Simon entered into a
Fourth Modification of Professional Services Agreement Number 10141 (CCS)
(“Fourth Modification”) which included additional resident survey services and in-
creased the contract price by an additional $51,350 for a total not to exceed
$273,800. The Original Agreement, First Modification, Second Modification,
Third Modification, and Fourth Modification may be referred to collectively
herein as “the Agreement.”
F. The City and Goodwin Simon desire to modify the Agreement to extend the con-
tract term, include additional services to be performed by Goodwin Simon, and
increase the contract price to pay for those additional services.
TERMS AND CONDITIONS
Now, therefore, the undersigned parties do hereby mutually agree to modify the Agree-
ment as follows:
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6/25/2019
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1. Section 1 of the Original Agreement entitled “Term” shall be deleted in its entirety
and replaced with the following paragraph:
Term. This Agreement begins on the Execution Date of the Original
Agreement and terminates on June 30, 2021, unless terminated earlier
as set forth in the Agreement or extended by the parties in writing.
2. Section 2 of the Agreement entitled “Goodwin Simon Strategic Research Services”
shall be modified by adding the following paragraph:
Additional Services. Goodwin Simon will perform all of the additional
services (“Additional Services”) described in Exhibit A-5, Scope of Ser-
vices. Goodwin Simon will complete the Additional Services in accord-
ance with Exhibit B-5, Budget.
3. Section 4 of the Agreement entitled “Compensation” shall be modified by adding
the following paragraph:
Compensation. The City will compensate Goodwin Simon for the Ad-
ditional Services in an amount not to exceed $50,000 as set forth in Ex-
hibit B-5. The total contract price for services pursuant to the Original
Agreement, First Modification, Second Modification, Third Modifica-
tion, Fourth Modification, and this Fifth Modification shall not exceed
$323,800.
4. Exhibit A-5 and Exhibit B-5 are attached hereto and incorporated herein by this
reference.
5. Except as expressly modified by this Fifth Modification, all other terms and condi-
tions of the Agreement shall be and remain in full force and effect.
IN WITNESS WHEREOF, the parties have executed this Fifth Modification as of the
date and year first written above.
ATTEST:
______________________________
DENISE ANDERSON-WARREN
City Clerk
APPROVED AS TO FORM:
______________________________
LANE DILG
CITY OF SANTA MONICA,
a municipal corporation
By: ______________________________
RICK COLE
City Manager
DocuSign Envelope ID: 9803691F-8B3D-4510-A3F3-E044FE907A94
6/18/2019
Lane Dilg
City Attorney
6/25/2019
Rick Cole
City ManagerCity Clerk
6/27/2019
Denise Anderson-Warren
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City Attorney
ABC Corporation
#VENDOR
By: _______________________________
DocuSign Envelope ID: 9803691F-8B3D-4510-A3F3-E044FE907A94
Paul Goodwin
6/19/2019
Owner
Goodwin Simon Strategic Research
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Exhibit A-5
Scope of Services
The scope of work for completing this study include the following:
• Goodwin Simon Strategic Research will meet with City representatives in person
to review research needs and explore changes from the previous survey instru-
ments.
• Goodwin Simon Strategic Research will draft a questionnaire and present it to the
City for review and a revision. It is anticipated there may be multiple iterations be-
fore the survey draft is ready for testing.
• Goodwin Simon Strategic Research will test the draft survey to determine the
questionnaire length and to make sure the questions are working as planned.
• Goodwin Simon Strategic Research will translate the survey into Spanish once the
draft is finalized
• Methodology:
o Address Based Sampling (ABS)
o Voter file Latinos and African Americans if needed to reach quotas (16%
and 4.3%, respectively.)
• The first phase of fielding will take about one to four weeks. 8,000 randomly se-
lected residential addresses in Santa Monica will receive an invitation in English
and Spanish to take the Resident Satisfaction Survey online. Goodwin Simon
Strategic Research will also provide a call-in option to complete the survey by
phone, with protocols in place for respondents who prefer to be interviewed in
Spanish.
• At the end of receiving at least 400 completed surveys, Goodwin Simon Strategic
Research will assess whether additional surveys with Latinos or African Americans
are necessary to reach the quota of about 16 percent and 4.3 percent.
• Goodwin Simon Strategic Research will then examine the raw frequencies, and
weight if necessary by age, gender, education levels, and other factors to ensure
that results reflect current Census estimates for the City.
• Goodwin Simon Strategic Research will then produce aggregate results, followed
by cross-tabulation tables. These tables will break out findings by variables such as
zip code/neighborhood, race/ethnicity, age, gender, education, length of resi-
dency, and level of participation in civic activities.
• Goodwin Simon Strategic Research will then prepare a written summary of find-
ings, including an executive summary and then detailed findings. Goodwin Simon
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Strategic Research will use tables and figures to illustrate the results, and to make
comparisons to findings from previous studies.
• Goodwin Simon Strategic Research will present results to Council, staff, or other
audiences as requested by City.
Other deliverables include:
• A questionnaire in draft and final form
• Topline results
• Cross tabulation tables
• A written summary of findings
• Oral briefings as desired
• Additional memoranda for use by the media, elected officials, etc.
• Public presentations of results
Schedule/Milestones: Start date to be determined by the City
• Week 1: Meeting with City staff to discuss survey purposes and goals, and identify
questions from previous track that the City wishes to repeat, and to identify new
areas of inquiry
• Week 2: Questionnaire draft to City staff. Revision and editing
• Week 3: Finalize questionnaire. Translation into Spanish. Sample design com-
pleted and sample in place.
• Week 5: Fielding begins
• Week 9: Latino and African American oversampling if needed
• Week 10: Topline results to City staff
• Week 10: Written report to City staff
• Week 10- 18: Goodwin Simon Strategic Research will make presentations of re-
sults as requested
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Exhibit B-5
Budget
Online surveys and telephone interviews: $50,000
Payment Schedule: 100% upon written report provided to City
The total amount of compensation for Services rendered pursuant to the scope of ser-
vices and deliverables identified in Exhibit A-5, shall not exceed Fifty Thousand Dol-
lars ($50,000).
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SIXTH MODIFICATION OF AGREEMENT NO. 10141 (CCS)
This Sixth Modification of Agreement Number 10141 (CCS) (“Sixth Modification”),
entered into as of _________________(“Execution Date”), by and between the City
of Santa Monica, a municipal corporation (“City”), and Goodwin Simon Strategic Re-
search (“Goodwin Simon”) is made with reference to the following:
RECITALS
A. On or about February 29, 2016, the City and Goodwin Simon entered into Profes-
sional Services Agreement Number 10141 (CCS) for services to conduct the City’s
Biennial Citywide Resident Satisfaction Survey for a total amount not to exceed
$83,4000.
B. On or about March 31, 2016, the City and Goodwin Simon entered into a First
Modification of Professional Services Agreement Number 10141 (CCS) (“First
Modification”) which included additional resident survey services and increased
the contract price by an additional $30,000 for a total not to exceed $113,400.
C. On or about April 26, 2016, the City and Goodwin Simon entered into a Second
Modification of Professional Services Agreement Number 10141 (CCS) (“Second
Modification”) which included additional resident survey services and increased
the contract price by an additional $69,050 for a total not to exceed $182,450.
D. On or about July 15, 2016, the City and Goodwin Simon entered into a Third
Modification of Professional Services Agreement Number 10141 (CCS) (“Third
Modification”) which included additional resident survey services and increased
the contract price by an additional $40,000 for a total not to exceed $222,450.
E. On or about August 31, 2017, the City and Goodwin Simon entered into a
Fourth Modification of Professional Services Agreement Number 10141 (CCS)
(“Fourth Modification”) which included additional resident survey services and in-
creased the contract price by an additional $51,350 for a total not to exceed
$273,800.
F. On or about June 25, 2019, the City and Goodwin Simon entered into a Fifth
Modification of Professional Services Agreement Number 10141 (CCS) (“Fifth
Modification”) which included additional resident survey services and increased
the contract price by an additional $50,000 for a total not to exceed $323,800.
The Original Agreement, First Modification, Second Modification, Third Modifi-
cation, Fourth Modification, and Fifth Modification may be referred to collectively
herein as “the Agreement.”
G. The City and Goodwin Simon desire to modify the Agreement to include addi-
tional services to be performed by Goodwin Simon and to increase the contract
price to pay for those additional services.
DocuSign Envelope ID: DBEE5E16-D584-40F0-9C94-9152E694A4D6
3/31/2020
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TERMS AND CONDITIONS
Now, therefore, the undersigned parties do hereby mutually agree to modify the Agree-
ment as follows:
1. Section 2 of the Agreement entitled “Goodwin Simon Services” shall be modified
by adding the following paragraph:
Additional Services. Goodwin Simon will perform all of the additional
services (“Additional Services”) described in Exhibit A-6, Scope of Ser-
vices. Goodwin Simon will complete the Additional Services in accord-
ance with Exhibit B-6, Budget.
2. Section 4 of the Agreement entitled “Compensation” shall be modified by adding
the following paragraph:
Compensation. The City will compensate Goodwin Simon for the Ad-
ditional Services in an amount not to exceed $62,000, as set forth in
Exhibit B-6. The total contract price for services pursuant to the Origi-
nal Agreement, First Modification, Second Modification, Third Modifi-
cation, Fourth Modification, Fifth Modification, and the Sixth Modifi-
cation shall not exceed $385,800.
3. Exhibit A-6 and Exhibit B-6 are attached hereto and incorporated herein by this
reference.
4. Except as expressly modified by this Sixth Modification, all other terms and condi-
tions of the Agreement shall be and remain in full force and effect.
IN WITNESS WHEREOF, the parties have executed this Sixth Modification as of the
date and year first written above.
ATTEST:
______________________________
DENISE ANDERSON-WARREN
City Clerk
APPROVED AS TO FORM:
______________________________
LANE DILG
City Attorney
CITY OF SANTA MONICA,
a municipal corporation
By: ______________________________
RICK COLE
City Manager
#VENDOR
By: _______________________________
DocuSign Envelope ID: DBEE5E16-D584-40F0-9C94-9152E694A4D6
Lane Dilg
City Attorney
3/11/2020
Paul Goodwin
3/12/2020
Goodwin Simon Strategic Research
Owner
3/31/2020
City Manager
Rick ColeDenise Anderson-Warren
4/1/2020
City Clerk
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Exhibit A-6
Scope of Services
Goodwin Simon Strategic Research will assist the City in evaluating the feasibility of
gaining voter approval for one or more possible revenue measures by conducting two
voter surveys.
The initial survey, to be conducted in late March, will assess voter responses to a vari-
ety of tax and fee options, numbering as many as four. The first survey will use a sam-
ple size of 600 likely voters. Interviews will be 20 minutes in length. 2-3% of the inter-
views will be completed in Spanish.
The second survey, to be conducted in early May, would explore in more detail voter
attitudes about the one or two options that appear to be most likely to gain voter ap-
proval. The second survey will use a sample size of 400 likely voters. Interviews will be
15 minutes in length. Again, 2-3% of the interviews will be completed in Spanish.
After completing both surveys, Goodwin Simon will present a written analysis of sur-
vey results to City Staff within two weeks after the survey is completed.
DocuSign Envelope ID: DBEE5E16-D584-40F0-9C94-9152E694A4D6
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Exhibit B-6
Budget
Online surveys and telephone interviews: $62,000
Payment Schedule: 100% upon written report provided to City
The total amount of compensation for Services rendered pursuant to the scope of ser-
vices and deliverables identified in Exhibit A-6, shall not exceed Sixty-Two Thousand
Dollars ($62,000).
DocuSign Envelope ID: DBEE5E16-D584-40F0-9C94-9152E694A4D6
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Packet Pg. 568 Attachment: Attachment H - Staff Report: Original Authorization of Agreement with Goodwin Simon (4982 : Reinstatement and Seventh
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Packet Pg. 569 Attachment: Attachment H - Staff Report: Original Authorization of Agreement with Goodwin Simon (4982 : Reinstatement and Seventh
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Packet Pg. 571 Attachment: Attachment H - Staff Report: Original Authorization of Agreement with Goodwin Simon (4982 : Reinstatement and Seventh
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Packet Pg. 572 Attachment: Attachment J - Goodwin Simon Oaks Initiative Form (4982 : Reinstatement and Seventh Modification with Goodwin Simon