HomeMy WebLinkAboutAgenda Package - StudySession_Mar28_2024
PALM DESERT CITY COUNCIL
STUDY SESSION MEETING
AGENDA
Thursday, March 28, 2024
3:00 p.m.
Council Chamber, City Hall
73-510 Fred Waring Drive
Palm Desert, California
NOTICE IS HEREBY GIVEN that the purpose of the Study Session is to review the items listed on the
agenda. No action will be taken.
Pages
1.CALL TO ORDER - STUDY SESSION
2.STUDY SESSION TOPICS
2.a REQUEST FOR FEEDBACK ON THE FORMATION OF A LIBRARY
ADVISORY COMMITTEE AND A FOUNDATION
3
RECOMMENDATION:
Provide feedback on the potential establishment of a Library Advisory
Committee and a 501(c)(3) Foundation.
2.b STUDY SESSION: UPDATE ON ANIMAL SERVICES CONTRACT WITH
RIVERSIDE COUNTY ANIMAL SERVICES
17
RECOMMENDATION:
Receive an update on Animal Services Contract with Riverside County
Animal Services.
3.ADJOURNMENT
4.PUBLIC NOTICES
NOTE: Pursuant to Assembly Bill 2449, this meeting may be conducted by
teleconference. Study Session is accessible in person or on the City’s website:
www.palmdesert.gov under the Council Agenda link at the top of the page.
Agenda Related Materials: Pursuant to Government Code §54957.5(b)(2) the
designated office for inspection of records in connection with this meeting is the
Office of the City Clerk, Palm Desert Civic Center, 73-510 Fred Waring Drive,
Palm Desert. Staff reports for all agenda items considered in open session, and
documents provided to a majority of the legislative bodies are available for
public inspection at City Hall and on the City’s website at www.palmdesert.gov
by clicking “Council Agenda” at the top of the page.
Americans with Disabilities Act: It is the intention of the City of Palm Desert to
comply with the Americans with Disabilities Act (ADA) in all respects. If, as an
attendee or a participant at this meeting, or in meetings on a regular basis, you
will need special assistance beyond what is normally provided, the City will
attempt to accommodate you in every reasonable manner. Please contact the
Office of the City Clerk, (760) 346-0611, at least 48 hours prior to the meeting to
inform us of your needs and to determine if accommodation is feasible.
AFFIDAVIT OF POSTING
I, Níamh M. Ortega, Assistant City Clerk of the City of Palm Desert, do hereby
certify, under penalty of perjury under the laws of the State of California, that the
foregoing agenda for the Palm Desert City Council, Successor Agency for the
Palm Desert Redevelopment Agency, and Housing Authority, was posted on the
City Hall bulletin board and City website www.palmdesert.gov no less than 72
hours prior to the meeting.
/S/ Níamh M. Ortega
Assistant City Clerk
City Council Study Session
Page 2 of 42
Page 1 of 3
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: March 28, 2024
PREPARED BY: Gary Shaffer, Director of Library Services
REQUEST: FEEDBACK REQUESTED ON THE FORMATION OF A LIBRARY
ADVISORY COMMITTEE AND A FOUNDATION
RECOMMENDATION:
Provide feedback on the potential establishment of a Library Advisory Committee and a
501(c)(3) Foundation.
BACKGROUND/ANALYSIS:
In June 2023, the City Council directed staff to proceed with withdrawing from the Riverside
County Library System and establish its own municipal library services. The following steps have
been taken since then to facilitate that effort:
October 12, 2023: City Council adopted the Resolution. No. 2023-047 withdrawing from
the Riverside County Library System (RCLS) and indicating its intent to establish an
independent municipal library.
November 7, 2023: Riverside County Board of Supervisors received and filed Resolution
No. 2023-047.
March 12, 2024: Riverside County Board of Supervisors ratified and agreed to the terms
of the agreement to withdraw from the RCLS.
Formation of a Library Advisory Committee
Municipal libraries are typically organized under the Municipal Library Law (Education Code
Section 18900-18965) which requires the establishment of a five-member Board of Library
Trustees, consisting of elected or appointed officials. However, Education Code Section 18963
states “This chapter has no application to any library established or governed by a city c harter,
and any city charter is in no manner affected by this chapter.” Therefore, staff have researched
best practices related to the governance of municipal libraries and recommend that the City
Council serve as the governing body of the library and establish a Library Advisory Committee.
The cities of Rancho Mirage and Santa Barbara have established similar governance structures.
As the governing body of the library, the City Council will be charged with fiduciary and
administrative oversight and establishing policy and long-term plans for the library. It is the City
Manager’s responsibility through the Library Director to supervise the library staff, manage the
library collection, implement programming, supervise day-to-day operations, apply policies, and
oversee procedures.1
1 California State Library, California Public Library Trustees Toolkit
https://www.library.ca.gov/wp-content/uploads/2023/06/Trustee-Toolkit.pdf
Page 3 of 42
City of Palm Desert
Formation of a Library Committee and Foundation
Page 2 of 3
Staff recommends that the City Council establish a five -member Library Advisory Committee
(similar to the Planning Commission and Finance Committee) appointed to four -year staggered
terms and subject to the Palm Desert Municipal Code (PDMC) Chapter 2.34 General Provisions
for Boards, Commissions, Committees, and Task Forces. The City Council is also requested to
appoint two alternate members to four-year terms. PDMC Section 2.34.060 provides the City
Council with the flexibility to appoint any number of alternates at the City Council’s discretion.
Members Terms Periods
Members 1 and 2 July 1, 2024, through June 30, 2026
Members 3, 4 and 5 July 1, 2024, through June 30, 2028
Alternate Members 1 and 2 July 1, 2024, through June 30, 2028
If the City Council chooses to move forward with establishing a Library Advisory Committee, it
is recommended that the City Council Ad Hoc Committee on Boards and Commissions
(consisting of Councilmember Kelly Mayor Pro Tem Harnik) provide feedback on the powers
and duties of the Library Advisory Committee, subject to City Council approval.
Once the more formally structured Library Advisory Committee is established, City staff
recommends that the temporary Library Task Force, which was put in place to aid in the
transition to a municipal library, be disbanded as of June 30, 2024.
Formation of a 501(c)(3) Foundation
The City Council is requested to consider establishing a 501(c)(3) charitable organization to
facilitate financial contributions by members of the public, grant-making organizations, along with
family, community and corporate foundations, wh o wish to financially support the library. Often
such entities will only give to government entities, such as libraries, via affiliated foundations.
Should the City Council give staff a directive to establish a foundation, it could later be expanded
to facilitate other giving to support other city-owned community assets should a need arise. If
the City Council opted to establish the foundation and wished to have the option to expand it
later, a generic (non-specific to the library) name could be chosen (e.g. Palm Desert Community
Trust). The City would then need to file appropriate paperwork with the California Secretary of
State and IRS. Should the City Council opt not to establish a 501(c)(3) foundation for this
purpose, the City may have to forego some donations. While the tax code allows private and
community foundations, as well as corporate giving programs, to make grants directly to
government entities almost as if they are public charities, some may not be aware, or they may
prefer to give to a 501(c)(3).
Legal Review:
This report has been reviewed by the City Attorney’s office.
Next Steps
Upon receiving the initial feedback from the City Council on the creation of a Library Advisory
Committee and foundation, City staff will return at a subsequent meeting for City Council to take
the necessary actions to effectuate its direction.
Page 4 of 42
City of Palm Desert
Formation of a Library Committee and Foundation
Page 3 of 3
FINANCIAL IMPACT:
There may be minimal costs associated with the recruitment of a new committee, however, the
City Clerk’s budget has sufficient funding for these costs. It is not anticipated that the committee
will incur ongoing costs.
Regarding the formation of a 501(c)(3) foundation , the City has incurred $3,515 in legal
expenses to investigate the establishment of a 501(c)(3) foundation. Should the City Council
direct staff to pursue the establishment of a foundation, it is anticipated an additional expenditure
of up to $2,985 for legal costs and filings. Any on-going costs would be borne by the Library
Fund and may potentially impact the General Fund, if funding is insufficient.
Page 5 of 42
Page 6 of 42
LIBRARY ADVISORY COMMITTEE & FOUNDATION
Gary Shaffer
Library
March 28, 2024
Page 7 of 42
INTRODUCTION
Libraries are typically overseen by a
governing board, whether that be City
Council or a separate entity.
Additionally, many libraries have a
501(c)(3) foundation in order to
facilitate gifts from family and
corporate foundations & individuals.
2Page 8 of 42
PRIMARY GOALS
1) Establish a Library Board of Trustees.
2) Learn Council’s views on the establishment of a Library Advisory Committee.
3) Assess Council’s desire to establish a fundraising mechanism for the library and/or other City assets.
Page 9 of 42
TIMELINE
City Council requests
staff begin withdrawal
process and establishes
Library Task Force.
JUN 8 & 22, 2023
City Council adopts reso.
withdrawing from the
Riverside County Library
System
OCT 12, 2023
Riverside County BOS
receives & files
withdrawal reso.
NOV 7, 2023
City Council & COD approve
lease. City Council finalizes
County withdrawal agreement
and establishes library
ordinance
FEB 15, 2024
Riverside County BOS
agrees to and ratifies
withdrawal agreement
MARCH 12, 2024
4Page 10 of 42
BOARD OF TRUSTEES
This can be City Council.
The City typically establishes
Advisory Committees for
departments to facilitate community
input.
5Page 11 of 42
RESPONSIBILITIES
BOARD OF TRUSTEES
•Charged with fiduciary
and administrative
oversight.
•Establish policy and
long-term plans for the
library.
ADVISORY BOARD
•Provide input on
programming and space
planning.
•Monitor performance
indicators, activities, &
outcomes.
•Connect staff to
community groups.
6
DIRECTOR
•Supervise the library
staff, manage the library
collection, & implement
programming.
•Supervise day-to-day
operations, apply
policies, and oversee
procedures.
Page 12 of 42
TERM PERIODS
7
Members Terms Periods
Member 1 and 2 July 1, 2024, through June 30, 2026
Members 3, 4 and 5 July 1, 2024, through June 30, 2028
Alternate Members 1 and 2 July 1, 2024, through June 30, 2028
Page 13 of 42
501(C)(3) OPTIONS
•Library Foundation
(e.g. The Palm Desert
Library Trust)
•Generic Foundation
(e.g. The Palm Desert
Public Trust)
•Direct giving to the
City of Palm Desert
& forego formation
of a 501(c)(3).
8Page 14 of 42
SUMMARY
•By establishing the Board of Trustees,
along with a governing board or an
advisory board, & crafting a clear
division of labor, the City Council will
set the library up for long-term success.
•Whether or not the City Council opts to
establish a library foundation, a more
generic foundation (e.g. Palm Desert
Public Trust), or neither, the City should
make clear how donors should direct
their donations should they wish to give.
9Page 15 of 42
THANK YOU
Gary Shaffer
gshaffer@palmdesert.gov
760.776.6460
Page 16 of 42
Page 1 of 1
CITY OF PALM DESERT
STAFF REPORT
MEETING DATE: March 28, 2024
PREPARED BY: Richard D. Cannone, AICP, Development Services Director
REQUEST: STUDY SESSION: UPDATE ON ANIMAL SERVICES CONTRACT WITH
RIVERSIDE COUNTY ANIMAL SERVICES
RECOMMENDATION:
Receive and file an update on Animal Services Contract with Riverside County Animal Services.
BACKGROUND/ANALYSIS:
The purpose of this study session is to provide an overview of costs and services for the current
Animal Services Contract (FY 21/22 – FY 23/24) as well as the following:
Significant changes and cost increases from 2015 – 2023
Trends
Staffing Level & Cost Comparisons with Coachella Valley Municipalities
Staff Observations & Considerations
Recommendations
Legal Review:
This report has been reviewed by the City Attorney’s office.
ATTACHMENT:
1. Presentation
Page 17 of 42
Page 18 of 42
Riverside County Animal
Services Contract
City Council Study Session
March 28, 2024
Page 19 of 42
Riverside County Animal Services Contract
•Overview of Current Contract
•Cost comparison from 2015 –2023
•Significant changes & increases in costs
•Trends
•Staffing Level & Cost Comparisons with CV Municipalities
•Staff Observations/Considerations
•Recommendation
3/28/2024 City Council Study Session 2Page 20 of 42
Current Contract -Costs Breakdown
Item FY 21 /22
Actuals
FY 22/23
Actuals
FY 23 /24
Budget
FY 23 Q1 &
Q2 Actuals
Animal Control Officer $ 209,496 $ 273,125 $ 273,125 $136,562
Animal Control Officer
(OT)
$ 25,920 $ 36,038 $ 37,119 $ 7,589
Sheltering Services $ 41,095 $ 65,086 $ 67,039 $22,847
O&M Impounds $ 2,767 $ 3,518 $ 3,624 $1,472
Deceased Animals $ 4,060 $ 7,000 $ 7,210 $ 3,080
Wildlife $ 1,104 $ 1,518 $ 1,564 $ 1,104
License Admin Fee $ 20,399 $ 21,080 $ 21,712 $ 7,309
Licensing Credit $ (31,675)$ (36,767)$ (38,900)$ (12,560)
Total $ 273,167 $ 370,598 $ 372,493 $ 167,403
+30%
+43%
+63%
3/28/2024 City Council Study Session 3Page 21 of 42
Animal Services Total Costs FY 15/16 –FY 23/24
Contract Year 2015-2017*2018-2020*2021-2023*
Year 1 $ 213,569 $ 233,933 $ 273,167
Year 2 $ 233,468 $ 221,008 $ 370,598
Year 3 $ 237,861 $ 237,448 $ 372,493**
Total $ 684,898 $ 692,389 $ 1,016,258
* Actual Costs
**Budgeted Amount
3/28/2024 City Council Study Session 4Page 22 of 42
Animal Services Contracts -Field Services (w/OT)
Contract YR 2015-2017 2018-2020 2021-2023
Year 1 $ 146,027 $ 141,171 $ 235,920
Year 2 $ 153,851 $ 145,007 $ 309,163
Year 3 $ 145,777 $ 143,101 $ 310,244
Total $ 445,655 $ 429,279 $ 855,327
3/28/2024 City Council Study Session 5Page 23 of 42
Animal Services -Sheltering Costs & No. Animals
2015-2017*2018-2020*2021-2023**
Contract
Year
TTL Cost # of
Animals
TTL Cost # of
Animals
TTL Cost # of
Animals
# of
Days
Year 1 $ 62,808 501 $ 73,006 582 $ 43,862 242 1,525
Year 2 $ 62,606 499 $ 59,082 471 $ 68,604 337 1,938
Year 3 $ 77,647 619 $ 59,082 471 $ 67,039
(Budgeted)
145
(Jul-Feb)
670
Total $ 203,061 1,619 $ 191,170 1,524 $ 179,505 717 4,133
3/28/2024 City Council Study Session 6
*Rate per animal
**Rate per day in shelter
Page 24 of 42
3/28/2024 City Council Study Session 7
501 499
619
582
471 471
242
337
145
FY 15 FY 16 FY 17 FY 18 FY 19 FY 20 FY 21 FY 22 FY 23 (JUL-
FEB)
Number of Animals Annually Sheltered -FY 15/16 –FY 23/24
# of Animals
Page 25 of 42
3/28/2024 City Council Study Session 8
471
209
283
145
794
1525
1938
670
2
7
7
5
FY 20/21
FY 21/22
FY 22/23
FY 23/24
(JUL-FEB)
No. Animals, Days in Shelter, & Average Day/Animal
Avg Days Shelter Days Animals (Dogs & Cats)
Page 26 of 42
81 69 53
128
214
92
0
50
100
150
200
250
300
FY 21/22 FY 22/23 FY 23/24 (Jul-Feb)
Number of Dogs & Cats Sheltered Annually
Dog Cat
3/28/2024 City Council Study Session 9Page 27 of 42
Animal Services –Staffing Levels & Costs
Riverside County Contract Operates Shelter
Municipality Operations Salaries Total
Desert Hot
Springs
$356,755 $580,802 $ 937,557
Palm
Springs
$1,192,128 $516,854 $1,708,982
Municipality Animal
Control
Officer FTE
FY 23/24 TTL
Budgeted Cost
Palm Desert 1 $ 372,493
Cathedral City .5 $ 335,000
Coachella 1 $ 490,000
Indian Wells On-Call $ 10,886
Indio 3 $ 1,280,000
La Quinta 1 $ 370,000
Rancho Mirage On-Call $ 50,000
3/28/2024 City Council Study Session 10Page 28 of 42
Dog License Fees
3/28/2024 City Council Study Session 11
County issues license and collects fees on behalf of the
City.
o County retains processing fee of $11.35 per license
o Remainder is credited to the City
o PDMC Sec. 6.08.040 establishes that if a fee is not
adopted, it should be the same amount for similar dog
licensing in unincorporated areas of the county.
o Fee established in 1998, no fee has been adopted.
o City subsidizes 1-Year Licenses Fee
$3.35 for altered dogs
$5.35 for altered dogs owned by Seniors Citizens 60+
Type of License 1 Year 2 Year 3 Year
Altered Dogs $8 $15 $19
Unaltered Dogs $50 $100 $150
Altered Dog,
owned by Senior
Citizen 60+
$6 $7 $8
Palm Desert Dog License Fees est. 1998
Page 29 of 42
Dog License Fee -Municipality Comparison
3/28/2024 City Council Study Session 12
Type of License 1 Year 2 Year 3 Year
Altered Dogs (Palm Desert & Rancho Mirage)$8 $15 $19
Indio $17 $26 $36
Cathedral City & Unincorporated $25 $50 $75
LaQuinta & Coachella $17 $34 $49
Unaltered Dogs (Palm Desert & Rancho Mirage)$50 $100 $150
Indio $100 $175 $225
Cathedral City & Unincorporated $120 $240 $360
LaQuinta & Coachella $100 $200 $300
Altered Dog, owned by Senior Citizen 60+ (Palm
Desert & Rancho Mirage)$6 $7 $8
Indio $10 $15 $20
Cathedral City & Unincorporated $12 $24 $36
LaQuinta & Coachella $12 $24 $36
Page 30 of 42
Reimbursement Program
Mobile Clinic -2013/2014 last clinic at Civic Center Park
•Cost approximately $11,400/year for 2 clinics
•Discontinued due to low turn out, targeted to Palm Desert residents, but no one
turned away
Reimbursement Program implemented in FY 14/15.
•$25 reimbursement for vaccination
•$50 reimbursement for spay/neutering
•Full cost reimbursement for adoption (excludes medication)
3/28/2024 City Council Study Session 13Page 31 of 42
33
7
10 11
18
12
-
21
9
4
13
4
-1 -
3
----
-
5
10
15
20
25
30
35
14/15 15/16 16/17 17/18 18/19 19/20 20/21 21/22 22/23 23/24
Reimbursements -# of Animals Treated
Vaccines Spay/Neuter
3/28/2024 City Council Study Session 14Page 32 of 42
$2,934 $2,926
$5,419
$3,034
$5,296
$1,437
$295 $226 $290
$53
$-
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
14/15 15/16 16/17 17/18 18/19 19/20 20/21 21/22 22/23 23/24
Reimbursements Amounts –Animal Adoptions
Adoption Reimbursement
3/28/2024 City Council Study Session 15Page 33 of 42
Staff Observations & Considerations
Reimbursement Program
•Consider including reimbursement for microchipping
•One-time cost of $21 vs. $34.10 for daily sheltering
•Consider increasing reimburse amounts for Spay/Neutering:
•$100 for cats and $150 for dogs (approximately 50% of cost through
Animal Samaritans SPCA)
•Riverside County Animal Services does not offer public Spay/Neutering
at the Shelter
•Improve outreach and marketing of program (Brightside)
•Include signage/QR Code about Reimbursement Programs in the dog
parks
3/28/2024 City Council Study Session 16Page 34 of 42
Staff Observations & Considerations
Dog License Fee
•Consider adding a dog license fee in FY 24/25
Fee Schedule as follows:
3/28/2024 City Council Study Session 17
Type of License 1 Year 2 Year 3 Year Note
Altered Dogs $8
$15
$15
$20
$19
$22
Will be lowest for Contract
Cities, Except RM
Unaltered Dogs $50
$120
$100
$240
$150
$360
Same as unincorporated
Riverside County
Altered Dog, owned by
Senior Citizen 60+
$6
$12
$7
$13
$8
$14
Will be lowest for Contract
Cities, Except RM
3-Year License vs. 1-Year over 3 Years
Revenue: $10.65 same
Expense: $22.70 reduction
Page 35 of 42
Staff Observations & Considerations
Animal Control Officer –Field Services
•Dedicated Officer to Palm Desert
•Responsive
•All current Code Officers were former Animal Control Officers
•Constant communication with staff
•Assists with homeless outreach when animals are involved
3/28/2024 City Council Study Session 18Page 36 of 42
Recommendation
Renew and monitor another 3-year contract with Riverside County
for Animal Services with the following:
Include daily activity logs from the assigned Animal Control
Officer to ensure contract compliance.
Include address/location of where strays are picked up.
Include address/location of individuals surrendering animals.
Request annual rates/changes in March/April.
3/28/2024 City Council Study Session 19
Page 37 of 42
Page 38 of 42
CITY OF PALM DESERT
CITY MANAGER’S OFFICE
INTEROFFICE MEMORANDUM
Date: March 28, 2024
To: Honorable Mayor and Councilmembers
From: Anthony J. Mejia, City Clerk
Subject: City Council Meeting of March 28, 2024
Below you will find questions received from the Mayor or Councilmembers and answers provided by
City staff regarding tonight’s City Council meeting:
ITEM 2b: STUDY SESSION: UPDATE ON ANIMAL SERVICES CONTRACT WITH RIVERSIDE
COUNTY ANIMAL SERVICES
Q1: Page 25. Is this for Palm Desert only?
A1: Yes, these are the total number of animals (dogs, cats, birds, others) sheltered annually for the
City of Palm Desert.
Q2: Page 25. How is this calculated? Are these numbers only relative to the Thousand Palms
location?
A2: These numbers reflect the total number of dogs and cats, the overall number of days in the shelter,
and the average.
For example, from July – February of this fiscal year, there were a total of 145 dogs & cats
sheltered for 670 days, with an average of 5 sheltered days per animal. Our contract stipulates
that animals shall be housed at the Coachella Valley Animal Campus in Thousand Palms. The
County does have the discretion to take animals to other county f acilities at their discretion e.g.
no capacity at the time etc.
Q3: Does the City pay per animal that is taken in, or does the City pay for euthanasia fees?
A3: The City pays a daily sheltering rate of $34.10 per day plus a $10.44 charge per impound for each
dog or cat. There are no additional costs for euthanasia fees, or spaying/neutering a stray before
they are adopted.
Q4: Page 31. Has there been any interest from the community in having these again (mobile
clinic)? How were they advertised?
A4: Staff is not aware of any interest from the community in hosting mobile clinics. In 2013, when the
last mobile clinic was held it was advertised at the Shelter, in Brightside, and flyers at City Hall.
Page 39 of 42
03/28/2024 Question & Answer Memo
Page 2 of 4
ITEM 13e: AUTHORIZE AN AMENDMENT TO CONTRACT NO. A43790 WITH FG CREATIVE
INCREASING COMPENSATION FOR PALM DESERT AQUATIC CENTER MARKETING
SERVICES
Q1: What is the breakdown of their justification to increase account services by nearly $2000?
A1: With the renegotiation of the operational contract with the YMCA, greater emphasis has been
placed on marketing the Aquatic Center. The enhanced scope of work required more hours over
the second quarter of the year, which correlates to a higher fee for account services.
Q2: How many billboards is the City getting for $10,500? What is the ROI on billboards?
A2: Billboards are useful for brand-building and reaching new audiences with information about the
Aquatic Center. They are part of the previously approved PDAC budget, and placement has been
spread out over the fiscal year as part of Lamar's digital billboard program. This program provides
tremendous flexibility in messaging and placement, when compared to a traditional static billboard
that would have one location and one message for the duration of the contract.
Q3: Where will they be placed?
A3: These digital billboards are placed in 10 locations around the valley, and the PDAC slot rotates
from board to board, allowing the messaging to be seen in multiple locations.
Q4: What website enhancements are they planning to implement for a $3,000 increase?
A4: This fee is for a complete website redesign, including new photography, an updated, more user-
friendly design, new programming, and reservation portals.
ITEM 13f: AUTHORIZE AN AMENDMENT TO INCREASE THE CITY'S CONTRACT WITH FG
CREATIVE FOR EL PASEO PARKING & BUSINESS IMPROVEMENT DISTRICT
MARKETING SERVICES
Q1: What services are listed in the original contract with FG Creative, C43370?
A1: Below is the scope of services outlined in Contract C43370:
• Develop an annual budget that includes a comprehensive, strategic and diversified media plan
and account management that promotes El Paseo to its target audience, in accordance with
direction provided by the Board. This media plan should demonstrate maximum efficiency of
spend and a clear ability to measure return on investment (ROI).
Negotiate, schedule, and maintain media buys in accordance with the approved media plan.
Please note that all buys performed on behalf of the EPPBID must be billed at net amounts.
Provide media administrative services including, but not limited to, record keeping; flowcharts;
budget recaps; billing; processing payment; maintaining media buy schedules; buy
confirmations; tracking make goods and credits; trafficking of creative materials.
Develop and implement a monthly merchant outreach program.
Attend and present pertinent updates at the monthly EPPBID Board meetings.
Evaluate all media proposals submitted to the Board and issue recommendations based on cost,
validity, and perceived benefits to the marketing/advertising objectives of the Board.
Provide monthly and quarterly reports summarizing project activities and achievements of all
services outlined in this scope of work.
Submit detailed invoices to include the projects and services worked on or completed with
supporting documentation for the previous month's activities.
Develop an annual branding campaign and create all graphic assets as needed to fulfill the
media plan and all outbound marketing. To include but not limited to: digital, print, radio and
collateral material, and other elements, as mandated by the media plan.
Page 40 of 42
03/28/2024 Question & Answer Memo
Page 3 of 4
Create a strategic Social Media Plan and manage all aspects of the EPPBID social media
channels, including but not limited to Facebook, Instagram, and Twitter.
• Organize and manage two Merchant meetings per year if viable (Pre-Season and Post-Season).
• Manage Public Relations efforts as needed on behalf of the EPPBID.
Agency shall represent EPPBID's voice and vision when working with media partners, in the
best interest of the “El Paseo" brand.
Q2: How often has EPPBID had to tap into their reserves in the last 6 years?
A2: Fortunately, staff is not aware of any time the EPPBID has had to tap into its reserves to cover a
budget shortfall. Because EPPBID funds fluctuate depending on revenues collected from
members of the district, the board's first pass at its annual budget is always conservative, based
on an average of the previous six years' revenue. As the actual revenues accrue, the board then
revisits marketing priorities based on actual funds available in excess of its reserves and makes
a mid-year budget adjustment. This careful approach allows the board to maintain good
stewardship over its constantly fluctuating and unpredictable resources.
Q3: How much was taken from the reserve in 2020?
A3: When the pandemic hit in early 2020, the EPPBID Board drastically cut its budget to conserve
funds in light of a projected drastic drop in revenue. As it turned out, sales of luxury goods were
especially strong during the pandemic, so the district finished the year with more funds than
anticipated, and the board did not have to tap into its reserves.
Q4: What are the merchant relations that need to be enhanced?
A4: The Board has prioritized merchant relations over the past several years to achieve its goals of
supporting small store owners while ensuring that it is representing its members well. The results
were positive in terms of having an engaged and active membership. For FY 2023-2024, the board
reluctantly reduced the budget spent on merchant relations in order to address other marketing
priorities. When deciding on how to apply a mid-year budget adjustment this year, the board voted
to bring that line item back up to what it has been in past fiscal years.
Q5: Will merchant relations be uniform from Highway 74 to Portola?
A5: Yes, the monthly report highlights that an equal amount of time is spent on each block of the
district.
Q6: What enhancements are going to be made?
A6: The budget increase allows for more one-on-one marketing meetings, more store visits, and
greater support during the summer months.
ITEM 13k: APPROPRIATE FUNDS FOR NEW LIBRARY FACILITY PROJECT AND AWARD
ARCHITECT CONTRACT TO RICHÄRD KENNEDY ARCHITECTS FOR CONCEPTUAL
DESIGN SERVICES (PROJECT NO. CFA00027)
Q1: Won't it make more sense to request this work after a decision is made about the new
library site? Might the available footprint be a significant variable in the design work?
A1: The Architect’s scope of work for Conceptual Design Services will be required regardless of site
location. The anticipated building program is approximately 20,000 to 25,000 SF. All sites currently
being considered will support the required footprint. Funds for other preconstruction services and
architect contingency identified in the Staff Report will be utilized to analyze the other sites.
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03/28/2024 Question & Answer Memo
Page 4 of 4
ITEM 14d: RESOLUTION ESTABLISHING PROCEDURES FOR THE SELECTION OF THE MAYOR
AND MAYOR PRO TEM
Q1: If there is a desire to maintain a seniority-based rotation for the position of Mayor and
Mayor Pro Tem, may ties be broken by mutual agreement? Are there any rules which can
be imposed that if a member declines service it does not result in a disruption to the normal
rotation?
A1: Yes, if the City Council prefers a seniority-based rotation it is permissible to allow ties to be broken
by mutual agreement. Under this rule, if two or more members are tied, they may come to a mutual
agreement on the sequence of who will serve as Mayor Pro Tem. If mutual agreement is not
reached, it is recommended that ties be broken by lot (such as a coin toss, drawing straws, or
high card from a standard deck).
Under the current resolution, if a member declines service as Mayor Pro Tem ther e is no
mechanism to reset the member’s seniority since last serving as Mayor, if ever. This results in the
member who declined maintaining their seniority and having preference to serve as Mayor Pro
Tem in future years. A rule may be imposed that if a member declines to serve, then that member’s
future placement in the rotation will be as if they served in the year for which service is waived.
Furthermore, it is recommended that the priority be based on “the longest continuous service since
last serving as Mayor or Mayor Pro Tem, if ever.” This will ensure that a member who served as
Mayor Pro Tem but declines service as Mayor will have their seniority reset.
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