City of Culver City, California
City Council Agenda Item Report
RECOMMENDATION:
Staff recommends the City Council: (1) approve a professional services agreement
with Tramutola LLC to provide public education advisory services related to the
proposed Utility Users’ Tax ballot measure in an amount not-to-exceed $23,000; (2)
approve an appropriation in the amount of $20,000 from unappropriated reserves to
implement the public education program (This budget amendment requires a 4/5
th
vote of the City Council.); and (3) direct staff to work with the Budget and Finance
Subcommittee to develop and implement a public education and information plan.
BACKGROUND:
On June 18, 2007, the City Council unanimously directed staff to proceed with
drafting a proposed ordinance to modernize the communications provisions of the
City’s Utility Users’ Tax (UUT). At that meeting, Council also unanimously approved
$50,000 to retain legal counsel to assist in drafting a modernized ordinance for the
ballot and other professional consultants to assist with other related activities (e.g.
public opinion research services, and/or public education advisory services). The
City retained the legal services of Colantuono & Levin, PC to assist with the
development of the draft ordinance.
On September 24, 2007, staff presented a proposed draft UUT ordinance (Title 3,
Chapter 3.08.200, et seq. of the Culver City Municipal Code) for Council’s review. At
that meeting, City Council again unanimously approved the proposed modernized
ordinance with no additional changes.
Meeting Date: 11/14/07 Item Number: A-5
AGENDA ITEM: Approval of a Professional Services Agreement with Tramutola
LLC to Provide Public Education Advisory Services Relating to Proposed
Modernization of the City’s Utility Users’ Tax, and approval of Additional
Appropriation of $20,000 for the Implementation of the Public Education Program
Contact Person/Dept.: Nick Kimball,
Budget & Finance
Phone Number: 310.253.6013
Fiscal Impact: Yes [X] No [] General Fund: Yes [X] No []
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification:
Master Notification List 11/07/07
Department Approval:
Marlee Chang (11/08/07)
City Attorney Approval:
Carol Schwab (by H. Iker) (11/06/07)
Fiscal Impact Review:
Marlee Chang (11/08/07)
City Manager Approval:
Jerry B. Fulwood (11/08/07) City of Culver City, California
City Council Agenda Item Report
On October 8, 2007, staff presented the City Council with proposals from public
opinion research and education advisory firms to conduct a community poll related
to the proposed Utility Users’ Tax measure and subsequently develop
recommendations for possible public education activities. The City Council
approved staff’s recommendation to forego a community poll and develop the public
education activities in-house.
DISCUSSION:
Subsequent to the October 8
th
Council meeting, staff met internally and with the
Budget and Finance subcommittee to discuss the public education program. As a
result of the feedback received from those meetings, staff would like to develop a
public education program that is comprehensive and includes not only issues related
to the UUT, but also fiscal issues related to other areas such as: economic
development and redevelopment; funding for capital projects and Other Post
Employment Benefits; and how national, state, and local economic conditions impact
General Fund operations. UUT revenue is one component of a larger financial
picture and staff believes that the current UUT issue presents the opportunity to
educate the public on a myriad of City fiscal issues.
The recommended public education program will expend the initial proposed in-
house public education program to a broader program which will also include UUT
issues. Staff realizes that an educational program adequately inform the public of
the specifics related to the UUT issue should not get lost in this broader education
effort. Therefore, staff recommends that a firm with UUT experience assists the City
with that portion of the public education program. This will free up staff time to focus
on preparing information for the overall public education program, which will include
an update of the City’s Comprehensive Financial Plan.
During the previous request for proposals for UUT related public opinion research
and public education advisory services, Tramutola LLC was ranked by staff as the
best choice for public education advisory services because of its positive references
and experience working with other cities in a similar situation as Culver City.
Tramutola worked with three of the eight cities that presented a modernized UUT
ordinance to their voters on November 6
th
(Benicia, Los Altos, and Ventura). Staff
contacted Tramutola to discuss some of Culver City’s specific circumstances.
After speaking with Tramutola, staff was provided with a revised proposal to assist
with developing a quality public education program (Attachment 1). This proposal
suggests a two-phase approach:
City of Culver City, California
City Council Agenda Item Report
In Phase I of Tramutola’s recommended approach (November 2007 – December
2007), they will work with city staff to:
• Assess the political and electoral environment as it relates to the proposed
UUT ballot measure;
• Develop a public education plan; and
• Work with staff and legal counsel to develop the ballot measure resolution
(which includes the actual ballot question).
In Phase II of Tramutola’s recommended approach (January 2008 – April 2008),
Tramutola will assist in the execution of the public education plan developed in
Phase I.
Due to its experience and understanding of this issue, staff is recommending that
City Council award a contract to Tramutola to provide public education advisory
services to assist staff with developing the UUT portion of the public education
program. Tramutola has structured its fee to reflect the City’s ability to retain its
services for only one phase, if desired. However, staff recommends that City
Council award the contract to include both phases, which will provide staff with the
flexibility to use Tramutola’s services for both phases, if necessary.
Staff will work to update the Comprehensive Financial Plan and develop a broader
public education program. Staff will also be the primary engine to implement all
activities related to the public education program. Additionally, staff is requesting
that the City Council appropriate an additional $20,000 to implement the public
education program. This includes printing and binding of education materials for
distribution to the public, printing and mailing educational brochures and/or flyers,
printing announcements and advertisements for meetings with the public, and other
miscellaneous costs directly related to the implementation of the public education
program. (This budget amendment requires a 4/5
th
vote of the City Council.)
Staff also recommends that City Council direct staff to work closely with the Budget
& Finance Subcommittee to act in an advisory capacity to develop the public
education and information plan.
Timeline
If Council authorizes the contract, staff will begin to work with Tramutola and the
Budget and Finance Subcommittee immediately upon execution of the service
contract. It is anticipated that a public education plan will be presented to City
Council within 60 days.
City of Culver City, California
City Council Agenda Item Report
Pursuant to the recommendation by the Budget & Finance Subcommittee, staff
plans to begin implementation of the activities in the public education plan in
February 2008.
FISCAL ANALYSIS:
Tramutola LLC is offering its services for $10,000 per phase, plus approved
expenses (e.g. travel). Staff is recommending that City Council authorize funding for
both phases, for a maximum total contract amount not-to-exceed $23,000 (which
includes a 15% contingency for approved expenses). On June 18, 2007, City
Council approved $50,000 for services related to drafting a proposed modernized
UUT ordinance and placing the ordinance on the ballot. Therefore, there are
sufficient funds to cover a professional services agreement for the recommended
contract services (10120100.619800).
Legal Services $20,000
Public Education Advisory Services $23,000
Miscellaneous (e.g. Finance Services) $7,000
Total $50,000
In addition to the approved $50,000 appropriation stated above, staff is requesting
an additional $20,000 to implement the public education program (i.e. printing and
binding of education materials for distribution to the public, printing and mailing
educational brochures and/or flyers, printing announcements and advertisements for
meetings with the public, and other miscellaneous costs directly related to the
implementation of the public education program). Upon City Council’s approval,
funding will be transferred from the unappropriated reserves. This budget
amendment requires a 4/5
th
vote of the City Council.)
ATTACHMENT:
1. Tramutola LLC’s Proposal
MOTIONS:
That the City Council:
1. Approve a budget amendment to appropriate $20,000 from unappropriated
reserves to implement the public education program. (A budget amendment requires
a 4/5
th
vote of the City Council).; and City of Culver City, California
City Council Agenda Item Report
2. Approve a professional services agreement with Tramutola LLC to provide public
education advisory services related to the proposed utility users’ tax ballot measure
in an amount not-to-exceed $23,000; and,
3. Authorize the City Attorney to review/prepare the necessary documents and
authorize the City Manager to execute such documents on behalf of the City; and,
4. Direct staff to work with the Budget and Finance Subcommittee to develop and
implement a public education and information plan.
MEETING DATE: November 14, 2007
AGENDA ITEM : Approval of a Professional Services Agreement with
Tramutola LLC to Provide Public Education Advisory
Services Relating to Proposed Modernization of the City’s
Utility Users’ Tax, and approval of Additional Appropriation
of $20,000 for the Implementation of the Public Education
Program.
ATTACHMENTS
Pages
1. Tramutola LLC’s proposal for Strategic Planning and
Public Information Services
2 – 5