City of Culver City, California
Agenda Item Report
Meeting Date: 11/08/10 Item Number: C-3
CITY COUNCIL AGENDA ITEM: Approval of Professional Services Agreements
with (1) All City Athletics to Plan, Organize and Conduct the Culver City Adult
Basketball Program; and, (2) Major League Softball to Plan, Organize and Conduct
the Culver City Adult Softball Program.
Contact Person/Dept.: Pam Robinson,
Acting PRCS Director
Phone Number: (310) 253-6724
Fiscal Impact: Yes [X] No [] General Fund: Yes [X] No []
Public Hearing: [] Action Item: [] Attachments: [X]
Commission Action Required: Yes [] No [X] Date: _______________
Public Notification: (Email) Meetings and Agendas – City Council (11/03/10); (Email)
PRCS Commission (11/03/10); (Telephone) All Bidders (11/03/10).
Department Approval:
Pam Robinson (10/27/10)
City Attorney Approval:
Carol Schwab (by H. Baker) (11/03/10)
Chief Financial Officer Approval:
Jeff Muir (by M. Noller) (11/03/10)
City Manager Approval:
John M. Nachbar (11/03/10)
RECOMMENDATION:
Staff recommends that the City Council approve professional services agreements
with (1) All City Athletics to plan, organize and conduct the Culver City Adult
Basketball Program; and, (2) Major League Softball to plan, organize and conduct
the Culver City Adult Softball Program.
BACKGROUND:
One of the Parks, Recreation and Community Services Department’s proposed
additional budget reductions approved by the City Council with the adoption of the
City Council Adopted Budget for Fiscal Year 2010/2011 on June 14, 2010 was to be
realized by contracting out the Recreation Division’s Adult Sports Programs,
specifically Adult Softball and Adult Basketball. At that time, staff estimated that
contracting out these programs would result in a $17,683 reduction, primarily in staff
expense, and an increase in revenues of $30,000 (10132400.365350 – Sports
Programs / Adult Sports Program Revenue).
PRCS staff had originally anticipated that contracted Adult Sports Programs would
begin with the Fall 2010 season. However due to time constraints, the
implementation of the new system was postponed in order to facilitate a smooth
transition from City-run to contractor-run programs while meeting the needs of City of Culver City, California
Agenda Item Report
existing customers. If the City Council approves the proposed professional services
agreements at this evening’s meeting, then the contract period will begin with the
Winter season, beginning in January 2011.
DISCUSSION:
The Selection Process
On July 22, 2010, the Recreation Division of the Parks, Recreation and Community
Services Department published Requests for Proposals (RFP’s) for an Adult
Basketball Program (BID # 1465) and an Adult Softball Program (BID # 1466). The
deadline for submitting bids was 3:00 p.m. on Thursday, August 12, 2010.
The City received dual bids for basketball and baseball from four bidders, a single
bid on basketball from one bidder and single bids on baseball from three bidders, for
a total of five (5) bids that met the requirements of BID # 1465: Adult Basketball
Program and seven (7) bids that met the requirements of BID # 1466: Adult Softball
Program.
Interviews of one or more representatives of each organization that submitted bids
were conducted on Monday, August 30 and Tuesday, August 31, 2010. All bidders
were represented during the interview process with the exception of one of the
Softball Program bidders who failed to keep the interview appointment (without
notice) and was thus disqualified. The interviews were conducted by a panel of six
PRCS Department staff members, including two that are experienced in the day-to-
day operations of the City’s Adult Sports Programs. Interview questions were
standardized and similar time limits were imposed on all interviewees.
Both the written submittals and the interview responses of the bidders were taken
into consideration in evaluating the bids. The evaluation criteria were as follows:
A. Ability to perform tasks outlined in the RFP;
B. Reasonableness of the fee (Lowest price is not the only criteria to be
considered in determining a successful proposal)
C. Demonstrated record of success and/or experience by the Contractor to
perform tasks outlined in the RFP.
As a basis for comparison in evaluating submittals, staff developed targets for the
RFP fee categories based on a proposed change from a three-season schedule to a
four season schedule for both basketball and softball. Tables displaying City target
numbers and those proposed by each bidder for each sport are provided as
Attachment 1. The RFP informed bidders of the Recreation Division’s standard
practice of dividing registration fee revenue between the Contractor and the City
using a 70% (Contractor) - 30% (City) split. However, bidders were instructed that
they could propose alternative arrangements for the division of fees, if they so
desired. City of Culver City, California
Agenda Item Report
On the attached tables, projected annual registration revenue based on full
participation for four seasons of play for each sport is also shown. Full participation
is defined as forty-eight (48) participating basketball teams per season and fifty-four
(54) participating softball teams per season. Limits of participation are currently
imposed by both field and scheduling constraints.
The information provided in the attached tables is arranged by the final ranking (i.e.,
overall score) of each bid, with #1 being most favorable. As noted earlier, fees were
only one component of the evaluation process; emphasis was placed on
reasonableness of the fee in order to both encourage and maximize participation in
the programs.
Staff Recommendations
All City Athletics (ACA) is being recommended for award of a five (5) year
agreement to plan, organize and conduct the City’s Adult Basketball Program. In
addition to obtaining high scores in the three RFP criteria and having excellent
references, current Recreation Specialist in charge of the Sports Programs and
founder of All City Athletics, Mr. Darrell Fulton, Jr., has direct experience
administering the Culver City Basketball Program. Mr. Fulton has ongoing
professional relationships with City staff and key contacts at the Culver City Unified
School District, which hosts one of the City’s Adult Basketball Program sites. As
stated in ACA’s proposal, Mr. Fulton’s seeks to enhance the City’s Basketball
Program by approaching West Los Angeles College and area private schools to
arrange additional court-time. He also presented other creative ideas for potential
future cost-savings and development of the program. His good-standing in the local
sports community, knowledge of the game and experience administering the
Program put him in an excellent position to implement a smooth transition for the
Program. As noted in the proposal, the registration fee revenue will be divided
between All City Athletics and the City using a 70% (Contractor) – 30% (City) split.
Major League Softball (MLS) is being recommended for award of a five (5) year
agreement to plan, organize and conduct the Culver City Adult Softball Program. In
addition to obtaining high scores in the three RFP criteria and having excellent
references, Major League Softball has a regional presence in adult sports and
offers the benefits of a fully-established, successful organization. MLS currently
operates Adult Softball Programs for sixteen (16) municipalities, including Anaheim,
Cerritos, Fullerton, Riverside, Pasadena and Santa Barbara. The president of Major
League Softball, Mr. David R. Johnson, proposed the options of administering the
registration process for the City at no additional cost and providing periodic field
maintenance and improvements. These “Field Improvement Tasks” were outlined in
Section 1, page 5 of the MLS proposal, which is provided as Attachment 2. As
noted in the MLS proposal, the registration fee revenue will be divided between
Major League Softball and the City using a 60% (Contractor) – 40% (City) split.
City of Culver City, California
Agenda Item Report
Although Culver City Municipal Code (CCMC) Section 3.07.085.A exempts
professional services from the formal competitive bidding requirement, these
programs were competitively bid in order to ensure that Culver City Adult Sports
Programs retain their current favorable reputation while maximizing future growth
and development opportunities. Additionally, the CCMC provides the City Manager
with authority to execute contacts in an amount not to exceed $30,000. While both
of the proposed agreements meet this criteria, because of the unique nature of these
agreements (as they are replacing a City-operated program with a contracted-out
program), staff determined to present these to the City Council and the community
by having them appear on a City Council agenda.
Should the City Council award the agreements as recommended, staff will pay
particular attention to the performance under the contracts to ensure that the quality
of the program is maintained.
FISCAL ANALYSIS:
As noted earlier, staff estimated that contracting out the City’s Adult Sports Program
would result in a $17,683 budget reduction, primarily in staff expense, and an
increase in revenues of $30,000 (10132400.365350 – Sports Programs / Adult
Sports Program Revenue) in Fiscal Year 2010/2011. The bulk of the savings is the
result of the elimination of one Recreation Specialist (Step C) position; the person
that currently holds this position is responsible for overseeing the Adult Sports
Programs and this function will now be the responsibility of the contractors. Staff
expects that the proposed Agreements, if approved by the City Council, will allow the
City to meet these cost reduction projections.
Staff anticipates that the cost savings and program enhancements resulting from
contracting out the Adult Sports Programs will become more advantageous to the
City over time. For example, the “Field Improvement Tasks” proposed by MLS (as
listed on Attachment 2) will create more functional and aesthetically pleasing playing
fields and make Culver City a more desirable location for Adult Softball, thereby
raising the Program’s profile within the area.
ATTACHMENTS:
1. Summary Tables of Sports Program Bidder’s Ranking and Proposed Fees
2. Section 1, Page 5 of the Major League Sports (MLS) Proposal Outlining “Field
Improvement Tasks”
City of Culver City, California
Agenda Item Report
MOTION:
That the City Council:
1. Approve a professional services agreement with All City Athletics to plan,
organize and conduct the City’s Adult Basketball Program for a five (5) year
period beginning will the Winter 2011 season based upon the scope of work and
compensation discussed in the staff report; and,
2. Approve a professional services agreement with Major League Softball to plan,
organize and conduct the City’s Adult Softball Program for a five (5) year period
beginning will the Winter 2011 season based upon the scope of work and
compensation discussed in the staff report; and,
3. Authorize the City Attorney to review/prepare the necessary documents; and,
4. Authorize the City Manager to execute such documents on behalf of the City.
MEETING DATE: November 8, 2010
AGENDA ITEM: Approval of Professional Services Agreements with (1)
All City Athletics to Plan, Organize and Conduct the
Culver City Adult Basketball Program; and, (2) Major
League Softball to Plan, Organize and Conduct the
Culver City Adult Softball Program.
ATTACHMENTS
Page
1. Summary Tables of Sports Program Bidder’s Ranking and
Proposed Fees
1
2. Section 1, Page 5 of the Major League Sports (MLS)
Proposal Outlining “Field Improvement Tasks”
2
FINAL RANK 12345
RFP Criteria City Target # All City Athletics Ace 5on5 Sports
Planet Social
Sports
Recreation
League
Management Big League Play
A. League Fee (Per Team)
$325 $325 $400 $375 $350 $329
B. Uniform Fees (if any)
N/A N/A $20-25 N/A N/A N/A
C. Referee Fees (paid at game?)
$30 $30 $30 $25 $30 $30
D. Scorekeeper Fees (if separate from referees?)
$10 $10 $0 $10 $0 $7
E. Any other fees?
N/A N/A
$40/team
championship
games
N/A N/A N/A
F. Contractor's share of Total Annual League
fees
70% 70% 70% 70% 65% 63%
G. City's share of Total Annual League fees
30% 30% 30% 30% 35% 37%
Projected Annual Registration Revenue -
Contractor $43,680.00 $43,680.00 $53,760.00 $50,400.00 $47,040.00 $44,217.60
Projected Annual Registration Revenue - City $18,720.00 $18,720.00 $23,040.00 $21,600.00 $20,160.00 $18,950.40
FINAL RANK 123456
RFP Criteria City Target #
Major League
Softball All City Athletics
Planet Social
Sports
Recreation
League
Management Westside Sports Big League Play
A. League Fee (Per Team)
$425 $400 $425 $410 $400 $375 $419
B. Uniform Fees (if any)
N/A N/A N/A $60-100 N/A N/A N/A
C. Referee Fees (paid at game?)
$25 $25 $25 $25 $25 $25 $25
D. Scorekeeper Fees (if separate from referees?)
N/A $10 N/A N/A N/A N/A $7
E. Any other fees?
N/A
$50 1-time
registration fee
N/A N/A N/A N/A N/A
F. Contractor's share of Total Annual League
fees
70% 60% 70% 70% 65% 65% 63%
G. City's share of Total Annual League fees
30% 40% 30% 30% 35% 35% 37%
Projected Annual Registration Revenue -
Contractor $64,260.00 $51,840.00 $64,260.00 $61,992.00 $56,160.00 $52,650.00 $57,017.52
Projected Annual Registration Revenue - City $27,540.00 $34,560.00 $27,540.00 $26,568.00 $30,240.00 $28,350.00 $33,486.48
SUMMARY OF ADULT BASKETBALL BIDS FOR RFP #1465
SUMMARY OF ADULT SOFTBALL BIDS FOR RFP #1466
ATTACHMENT 1
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