City of Culver City, California
City Council Agenda Item Report
RECOMMENDATION:
Staff recommends the City Council approve an amendment to an existing contract
with VidroMedia (Culver City, CA) to obtain graphical design services for the
development of the City’s new website.
BACKGROUND:
The City’s current website was developed using in-house technical skills and was
launched on November 12, 2001. The site was designed using “state of the art”
technology and received several awards. Since the original design, the site has
been updated as needed but industry standards suggest that websites should be
redesigned every 3-4 years. Over the years, technology has continued to advance
and more people now have access to the Internet. This has provided a larger and
more diverse web audience. The model of E-government has also matured which
involves maximizing the ability to interact with government via the Internet. Our
internal survey received from visitors to the current site also revealed areas for
improvement, such as navigation and providing information in a more easily
accessible format. The City’s current site requires redesign to remain current with
the technology trends and to provide optimal service to City residents, businesses,
and visitors.
Meeting Date: 05/29/07 Item Number: C-4
AGENDA ITEM: Approval of an Amendment to an Existing Contract with
VidroMedia (Culver City, CA) to Obtain Website Graphical Design Services.
Contact Person/Dept.:
Michele Williams
Information Technology
Phone Number:
310.253.5959
Fiscal Impact: Yes [X] No [] General Fund: Yes [X] No []
Public Hearing: [ ] Action Item: [X] Attachments: [X]
Public Notification:
E-mail Master Notification List on 05/23/07; VidroMedia on 05/14/07
Department Approval:
John Richo (05/09/07)
City Attorney Approval:
Carol Schwab (by H. Iker) (05/16/07)
City Controller Approval:
Marlee Chang (05/21/07)
City Manager Approval: City of Culver City, California
City Council Agenda Item Report
DISCUSSION:
The mission of the Culver City website IT team is to design, implement and maintain
a website that provides current and timely information as well as online government
services. The objective of the new website will be to project Culver City as a city
that draws its vitality from both residential neighborhoods and businesses. The
working theme of the new website is titled “Then and Now” and shall show the
highlights of historic Culver City and today’s Culver City.
IT staff designed the overall shell (template) for the new site. During our design
review meetings it became evident that there was a need for independent graphic
design input. Staff was made aware of a local graphical design consultant,
VidroMedia (Culver City, CA), that would meet our needs. A contract not to exceed
$10,000 was executed with VidroMedia in March 2007. The statement of work
included providing creative art direction and design support services. The consultant
is currently in the process of completing the initial contract requirements for the
overall website design. Staff is very pleased with the work to date.
There are two critical areas of the website that need specialized attention: cultural
affairs and economic development. Website analysis reveals that these are high
volume traffic areas. Culver City has been highlighted in various periodicals for its
cultural events, art galleries and thriving business development. It is essential that
the website promote these areas in a manner that graphically appeals to the user.
Staff from the Cultural Affairs and Economic Development Divisions were contacted
to obtain their feedback. They supported the recommendation of engaging
VidroMedia to provide graphical design services.
Staff recommends continuing the relationship with VidroMedia given the success of
their current engagement, and knowledgeable and experienced consultants in
website graphical design. The intent is to go live with the new website in July 2007.
Staff intends on launching online permits and credit card permits, as an addition to
this feature already offered through the PRCS class registration.
FISCAL ANALYSIS:
The authorization to amend an existing contract with VidroMedia (Culver City, CA) to
obtain graphical design website support would result in an expenditure not to exceed
$14,500. Staff recommends amending the current contract ($10,000) so that the
expenditure reflects a not to exceed amount of $14,500. This would result in a net
contract increase of $4,500. The expenditure will be charged to IT - Other
Contractual Service account, it is anticipated that this expense will be reimbursed by
the Redevelopment Agency.
City of Culver City, California
City Council Agenda Item Report
ATTACHMENTS:
1. Quote for Professional Services from VidroMedia
MOTION:
That the City Council:
1) Approve an amendment to the current contract with VidroMedia for website
graphical design services for a total expenditure not to exceed $14,500; and
2) Authorize the City Attorney to prepare any necessary contract documents and
authorize the City Manager to execute such documents on behalf of the City.
MEETING DATE: 05/29/07
AGENDA ITEM: Authorization to Amend an Existing Contract with VidroMedia
(Culver City, CA) to Obtain Website Graphical Design Services.
ATTACHMENTS
Pages
1. Quote for Professional Services from VidroMedia 1- 6Rocio Villalobos
n Principal/Creative Director
roc!a(vsirorledxa.con
VidroMedia
3751 Robertson Boulevard
Culver City, California 90232
Main 310.857.7860
Alternate 310.804.9028
Facsimile 310.202.9137
Dear John ,
Date : May 3, 2007
Job Reference #: 070503
Job Name : Culver City Website - Custom Sections Addition
Client : City of Culver City
9770 Culver Blvd., Culver City, CA 90232
Primary Contact : John H. Richo , Dir. of Information Technology
Main Phone: 310.253.5952
Email: john.richo@ci.culver-city.ca.us
m:^dia
Full Service Graphic Design Studio
Attached is the proposal for design development of the Arts & Culture and Business sections
of the website.
We've provided a range as opposed to a flat fee, to leave some room for possible additional
design requests from the Departments; Aside from the standard page designs, they may be
interested in additional banners or animated presentations for featured pages. Please advise if
you feel this isn't necessary.
I trust that you'll find the attached information to be clearly structured to best address what
we've discussed. Should you have any questions, please do not hesitate to contact me directly.
Take your time to review the deliverables and our terms, and if everything is to your satisfaction,
please sign and fax to us at 310.202.9137 or we can pick up your signed copy the next time we
meet.
Thanks again,
Rocio Villa
Creative Di
rocio@vidromedia.com
1/6Rocio Villalobos Date : May 3, 2007
n Principal/Creative Director
rac o Cv.dr`orne.dia.ccrr
VidroMedia
3751 Robertson Boulevard
Culver City, California 90232
Job Reference #: 070503
Job Name: Culver City Website - Custom Sections Addition
Client : City of Culver City
9770 Culver Blvd., Culver City, CA 90232
ti T h l Ri h Di f I f J h H P i C
Main 7860 310 857
orma on ec no ogy c o , r. o n ontact : o n . r mary
. .
Main Phone: 310 253 5952 r r 1dia
Alternate 310.804.9028
. .
Facsimile 310.202.9137
Email: john.richo@ci.culver-city.ca. us
Full Service Graphic Design Studio
what it's all about ...................................................................................................................................
INCLUSIONS:
1.0 - Discovery
• Modified Online Branding
2.0 - Website Template Pages & CSS Development
3.0- Art Direction and Additional Design Support
4.0 - Client Responsibilities
1.0 DISCOVERY
Assignment Description
Create and develop an online presence for the ARTS & CULTURE and the BUSINESS departments. The BUSINESS section will reflect
a similar look and feel to the existing BUSINESS department promotional collateral, and as for the ARTS & CULTURE section, we will
be developing a new look and feel for their online presence.
To begin the creative process, we will go through a "Discovery" workshop (as outlined below), and will follow the workshop with a
series of presentations and revisions to come to an approved overall design direction.
Deliverable Scope
• Modified Online Branding
Creative Brief : VIDROMEDIA will provide a questionnaire that provides a high-level situation analysis and brand synopsis, and
details the various themes, tones, and guidelines that will govern all page design development. We will review this with the
representatives of both departments and will guide them through any questions that may not be clear.
Discovery Workshop : VIDROMEDIA will lead a workshop that will consist of reviewing the Creative Brief answers as well as
providing suggestions and recommendations for effective online branding and addressing client questions and concerns.
Website Design & Navigation Options: For each department, VIDROMEDIA will present up to three (3) design and navigation
options based on findings and recommendations from the Creative Brief and Discovery Workshop. The deliverables will be based
on 2 page layouts; Section landing page and a sample inner page layout for one of the main sub-pages. Clients will approve and
sign off on one (1) overall direction to pursue.
Revisions: Upon signed approval of design and navigation, VIDROMEDIA will provide up to two (2) rounds of design/layout
refinements to the selected direction.
Final Presentation & Sign Off: For each Department, VIDROMEDIA will present clients with final section landing page and inner
page layouts to approve. Sign off required to proceed to item 2.0 (HTML and CSS implementation.)
Assumptions
• Client to provide all assets needed to complete this process (as outlined in section 3.0 - Client Responsibilities)
• Client will respond to presentations with timely feedback (48-72 hours)
• Prices does not include image purchasing or any other hard cost necessary to complete the project
• Please see VIDROMEDIA terms from more details
initial .^^^ m
2/6Rocio Villalobos Date : May 3, 2007
n Principal/Creative Director
roc io @v€dronied€a com
VidroMedia
3751 Robertson Boulevard
Culver City, California 90232
Job Reference #: 070503
Job Name : Culver City Website - Custom Sections Addition
Client : City of Culver City
9770 Culver Blvd., Culver City, CA 90232
f ti T h l H Ri h Di f I P i C J h
Main 310.857.7860
n orma on ec no ogy . c o , r. o r mary ontact : o n
Main Phone: 310 253 5952 IQ
Alternate 310.804.9028
. .
Facsimile 310.202.9137
Email: john.richo@ci.culver-city.ca.us
Full Service Graphic Design Studio
what it's all about (cont.) .................................................................................... .............................
2.0 WEBSITE TEMPLATE PAGES & CSS DEVELOPMENT
Assignment Description
Design and development of a custom HTML website templates, based on the approved landing page and inner page layouts. Final
templates will serve as guidelines for the remainder of the BUSINESS and ARTS & CULTURE section pages to deliver key information
and establish a cohesive online presence.
Deliverable Scope
The list below outlines our custom HTML/CSS template website design process
• Revisions: Upon signed approval of creative direction, we will provide two (2) rounds of refinements
• Programming: HTML/CSS template coding for a static site. We will provide one (1) HTML/CSS landing page per department,
as well as one (1) HTML/CSS inner page template per department.
• Off-line Testing: Two (2) rounds of Quality Assurance (QA - testing) for an Alpha launch
• Signed Approval & Delivery of Final Files
3.0 ART DIRECTION & ADDITIONAL DESIGN SUPPORT
Assignment Description
Post delivery of final HTML/CSS templates, VIDROMEDIA will provide art direction and design support for the remainder of the build
out process, until final launch, which should be approximately two months (scheduled for July 15th, 2007.)
Deliverable Scope
• Weekly meetings with information technology team to review site progress and advise on changes needed to maintain online
branding continuity for both departments
• Providing between 15 - 25 hours of additional graphic design support on an "as needed" basis. (For the creation of any misc.
graphics requested during build out.)
4.0 CLIENT RESPONSIBILITIES
Requested Assets
• Provide access to available photo library
• Required copy for landing page; Legal and copyright information, disclaimers, etc
• All files for required graphics (such as logo, promotional collateral creative assets, banners etc.)
• Samples of promotional materials and collateral currently being used
Additional Fees (if applicable)
In addition to the fees for items 1.0 - 3.0, there are other hard costs that are difficult to determine and estimate at this time. These
additional costs are billable only if further resources are needed, but individual charges as follow:
$125-$750 Royalty-free stock photography (depending on source, size, etc.)
$5-$8 Color output for comps and/or proofs (8.5 x 11 & 11 x 17)
$30-$100 Hi-resolution scanning (if non-digital images are provided)
$125/hr Copy writing
**Total Final Estimates on page 6
initial bn m _ m^
3/6Rocio Villalobos
n Principal/Creative Director
rocio@vidron edia,cor:
VidroMedia
3751 Robertson Boulevard
Culver City, California 90232
Main 310.857.7860
Alternate 310.804.9028
Facsimile 310.202.9137
Date : May 3, 2007
Job Reference #: 070503
Job Name : Culver City Website - Custom Sections Addition
Client : City of Culver City
9770 Culver Blvd., Culver City, CA 90232
Primary Contact: John H. Richo , Dir. of Information Technology
Main Phone: 310.253.5952
Email: john.richo@ci.culver-city.ca.us
terms & conditions
dia
Full Service Graphic Design Studio
Proposal Herein
This proposal and all versions and copies of this proposal, regardless of format, are and shall remain the sole property of VIDROMEDIA.
Without the prior written consent of VIDROMEDIA, these items may not be copied, reproduced, disseminated, or distributed in any
manner, in whole or in part, to any person or entity, except for dissemination or copying which is solely internal to Client.
This proposal shall not be a binding obligation of VIDROMEDIA unless incorporated into a separate contract executed by an authorized
Officer of both VIDROMEDIA and Client. This proposal shall be null and void upon termination of discussions between VIDROMEDIA and
Client. Upon the termination of discussions between Client and VIDROMEDIA or upon the request of VIDROMEDIA, whichever is earlier,
Client shall deliver to VIDROMEDIA, or certify to VIDROMEDIA, that Client has permanently destroyed this Proposal and all copies and
portions thereof.
Terms of Agreement
This document constitutes a proposal to engage in the above items indicated for the development of Client's initiative. Proposals to
continue and complete the development of the Client initiative will be contained in the deliverables produced in this process. This
engagement authorization may only be amended or modified in writing signed by VIDROMEDIA and Client, and shall govern the
relationship between the parties to the regard to services and deliverables described for this engagement.
This proposal represents what we believe to be a reasonable first step in what we expect to be a long-term relationship with CITY OF
CULVER CITY. We anticipate VIDROMEDIA will meet Client's expectations in this effort and that VIDROMEDIA will continue working with
Client to implement and set forth your branding and marketing objectives. As the services and deliverables are provided, VIDROMEDIA will
submit invoices that will identify this engagement authorization, the services and deliverables, and will include a listing of expenses.
Estimates
The fees and expenses shown are minimum estimates only. Final fees and expenses shall be shown when invoice is rendered. Client's
approval shall be obtained for any increases in fees or expenses that exceed the original scope of engagement.
Expenses:
Out-of-pocket expenses will be billed at a 25 percent mark up, which covers our handling costs. Such items normally include deliveries,
service bureau charges, copy outputs, etc. This estimate also does not anticipate or include travel. Mileage will be billed separately at
$.48 per mile. Long distance telephone expenses will be billed separately at cost, with no mark-up. Presentation production expenses
will be estimated according to a separate statement of work.
Client Responsibilities:
Upon finalization of this agreement, Client accepts responsibility for the following:
• A single Client contact who will advocate the success of the agency process and mediate all communication, feedback & revisions
• Timely sign-off/feedback on deliverable reviews (typically 48 to 72 hours after deliverable presentation/hand-off)
Changes in Project Scope:
All negotiated fees are subject to reassessment based on significant changes in project scope, complexity, and schedule. Changes in
scope (i.e. services, objectives, tasks and/or work product) will become effective when a "Change Order" is signed by both VIDROMEDIA
and Client. The VIDROMEDIA Change Order sets forth the proposed change, and describes any subsequent impact on project fees and
time line.
The VIDROMEDIA standard Change Order sets forth:
• A description of the proposed change
• Any impact it may have on price
• Any impact it may have on project schedule.
Client shall be responsible for making additional payments for changes requested that is outside of the original assignment. However,
no additional payment shall be made for changes required to conform to the original assignment description. Modifications of the
Agreement must be written (Word document, PDF file, facsimile or e-mail), except what the invoice may include, and Client shall pay,
fees or expenses that were orally authorized in order to progress promptly with the work.
Payment & Cancelation
Approximately 40% of this estimate to be billed upon signed acceptance and prior to commencing the project. Approximately 30% is
initial - - - - -
4 / 6Roci0 Villalobos Date : May 3, 2007
n Principal/Creative Director
rocioCnwidr ornec!a corn-
VidroMedia
3751 Robertson Boulevard
Culver City, California 90232
Job Reference #: 070503
Job Name: Culver City Website - Custom Sections Addition
Client: City of Culver City
9770 Culver Blvd., Culver City, CA 90232
of Information Technolo Richo Dir J h H C t t P i
Main
Alt t
310.857.7860
9028 310 804
gy , . o n . mary on ac : r
Main Phone: 310.253.5952
%
r1 dia
erna e
Facsimile
. .
310.202.9137
Email: john.richo@ci.culver-city.ca.us
Full Service Graphic Design Studio
terms & conditions (cont.)
due upon final approval of deliverables for item 2.0, prior to delivery of all final files. Remaining 30% is due on or before website launch
(scheduled for 6.15.07). If any phase of the project is delayed for longer than thirty days, we will bill for work completed.
All invoices are due upon receipt. Interest of 1.5 percent per month may be charged on past-due accounts.
In the event of cancellation of this assignment, ownership of all copyrights and the original work shall be retained by VIDROMEDIA,
and a cancellation fee for work completed to date, based on the contract price and expenses already incurred, shall be paid by Client.
VIDROMEDIA retains ownership of all findings and documentation whether preliminary or final, and Client shall return such findings and
documentation within 30 days of use.
Miscellaneous
Applicable California sales tax and project-related expenses including, color copy output, hi-res scanning, messenger/delivery, printing
and print supervision, etc. to be billed additionally.
Ownership
Until all bills are paid in full, VIDROMEDIA shall retain the rights of ownership to all findings and documentation whether preliminary
or final, created by VIDROMEDIA. Ownership of the final deliverable shall pass to Client upon payment in full of all VIDROMEDIA bills.
VIDROMEDIA shall retain ownership of all creative directions not selected by the Client, or not within original scope of the project, unless
otherwise agreed upon.
CONFIDENTIALITY
All correspondence, components and documents provided will be treated as confidential between the CLIENT and VIDROMEDIA, unless
written consent has been granted by both parties involved.
WARRANTY OF ORIGINALITY
VIDROMEDIA warrants and represents that, to the best of its knowledge, the work assigned hereunder is original and has not been
previously published, or that consent to use has been obtained on an unlimited basis; that all work or portions thereof obtained through
the undersigned from third parties is original or, if previously published, that consent to use has been obtained on an unlimited basis; that
VIDROMEDIA has full authority to make this agreement; and that the work prepared by VIDROMEDIA does not contain any scandalous,
libelous, or unlawful matter. This warranty does not extend to any uses that the Client or others may make VIDROMEDIA's product, which
may infringe on the rights of others. CLIENT EXPRESSLY AGREES THAT IT WILL HOLD VIDROMEDIA HARMLESS FOR ALL LIABILITY
CAUSED BY THE CLIENT'S USE OF VIDROMEDIA'S PRODUCT TO EXTENT SUCH USE INFRINGES ON THE RIGHTS OF OTHERS.
LIMITATION OF LIABILITY
Client agrees that it shall not hold VIDROMEDIA, its agents, affiliates or employees liable for any incidental or consequential damages
which arise from VIDROMEDIA' failure to perform any aspect of the Project in a timely manner, regardless of whether such failure was
caused by intentional or negligent acts or omissions of VIDROMEDIA or a third party. Furthermore, VIDROMEDIA disclaims all implied
warranties, including the warranty of merchantability and fitness for a particular use
GOVERNMENT OF CONTRACT
The laws of the state of California, United States of America, govern this contract.
initial ew ^.,...
5/6Rocio Villalobos
n Principal/Creative Director
roclo C' didrorned=,:,. corn
VidroMedia
3751 Robertson Boulevard
Culver City, Cal ifornia 90232
Main 310.857.7860
Alternate 310.804.9028
Facsimile 310.202.9137
Date : May 3, 2007
Job Reference #: 070503
Job Name : Culver City Website - Custom Sections Addition
Client: City of Culver City
9770 Culver Blvd., Culver City, CA 90232
Primary Contact : John H. Richo , Dir. of Information Technology
mdia M i Ph 310 253 5952 a n one: . .
Email: john.richo@ci.culver-city.ca.us
Full Service Graphic Design Studio
acceptance of proposal
This represents VIDROMEDIA's best estimate of the work based on the understood features, goals and requirements of this project. Fees
are only applicable to specific scope of deliverables. Our anticipated blended rate will be $130/hour based on the expected skills and
billing levels required to complete this project. Any additional hours will be billed monthly based on the time it takes to see the project
to completion. The planning phase typically represents approximately one third of the budget. Your Client services contact will regularly
report the status of the budget and time line throughout the course of the project. You will be kept continually apprised of changes to
the final cost based on changes made to the scope and time to complete the project. It is our goal to successfully complete the project
in a timely and efficient manner through communication and Client collaboration.
ASSIGNMENTS LISTED
1.0 - Discovery
• Modified Online Branding
2.0 - Website Template Pages & CSS Development
3.0 - Art Direction and Additional Design Support
4.0 - Client Responsibilities
TOTAL RANGE FOR ITEMS 1.0, 2.0 AND 3 .0: $3,200 - $4,500
PAYMENT BREAKDOWN : (based on lower range)
Payment 1: Approximately 40% = $1,280 (due at inception)
Payment 2: Approximately 30% = $960 plus expenses if applicable (due upon completion of item 2.0)
Payment 3: Approximately 30% = $960 plus balance & expenses if applicable (due upon completion of item 3.0)
SIGNATURES
Upon approval of this herein proposal, please fax to our offices at 310-202-9137. Your signature constitutes this agreement.
John H . Rich Director of Information Technology
r-
Rocio Villalob I OMEDIA
Date
5/3/07
Date
By signing this proposal ("Agreement"), you expressly agree to and consent to be bound by all of the terms of this Agreement. Invoices shall be due within thirty days of
receipt , any balance remaining unpaid after thirty (30) days will bear interest at the rate of eighteen percent (18%) per annum , or the maximum rate permitted by law.
Purchaser agrees to pay reasonable attorneys fees and costs associated with the collection of any amounts owed hereunder . VIDROMEDIA warrants that the services
shall be provided in a workmanlike manner, and that the services shall substantially conform to the specifications contained in this Agreement. This Agreement shall
be governed by the laws of the state of California and the United States without reference to principals of conflict of laws. No delay in exercising , no course of dealing
with respect to, and no partial exercise of any right or remedy hereunder shall constitute a waiver of any other right or remedy, or future exercise thereof. If any term,
provision, covenant, or condition of this Agreement is held by a court of competent jurisdiction to be invalid or unenforceable, the rest of the Agreement shall remain
in full force and effect and shall in no way be affected or invalidated. If VIDROMEDIA's performance is prevented, hindered, delayed or otherwise made impracticable by
reason of any flood, riot, fire, judicial or governmental action, labor disputes, act of God or any other causes beyond the control of VIDROMEDIA, VIDROMEDIA shall be
excused from such to the extent that it is prevented, hindered or delayed by such causes.
EXCEPT AS EXPRESSLY STATED IN THIS AGREEMENT, VIDROMEDIA MAKES NO OTHER WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING, WITHOUT LIMITATION,
ANY IMPLIED WARRANTIES OF MERCHANTABILITY AND OR FITNESS FOR A PARTICULAR PURPOSE. IN NO EVENT SHALL VIDROMEDIA OR ANY OF ITS SUPPLIERS
OR LICENSORS BE LIABLE TO PURCHASER OR ANY OTHER PERSON FOR ANY INDIRECT, INCIDENTAL, CONSEQUENTIAL OR PUNITIVE DAMAGES, INCLUDING LOSS
OF PROFIT OR GOODWILL, FOR ANY MATTER ARISING OUT OF OR RELATING TO THIS AGREEMENT OR ITS SUBJECT MATTER, WHETHER SUCH LIABILITY IS
ASSERTED ON THE BASIS OF CONTRACT, TORT OR OTHERWISE, EVEN IF VIDROMEDIA HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. VIDROMEDIA'S
TOTAL LIABILITY FOR DAMAGES SHALL BE LIMITED TO THE TOTAL FEES PAID BY PURCHASER TO VIDROMEDIA HEREUNDER.
6/6