City of Culver City, California
City Council Agenda Item Report
RECOMMENDATION:
Staff recommends the City Council direct staff to work with the Budget and Finance
Subcommittee to develop and implement a public education and information plan
related to the UUT ballot measure with in-house staff and authorize up to $9,000 for
the use of a consultant to provide graphic design and layout services.
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 professional services related to drafting a modernized ordinance
for the ballot. Subsequently, 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.
On October 8, 2007, the City Council approved staff’s recommendation to forego a
community poll and develop the public education activities for the UUT ballot
measure in-house. At that time it was indicated that of the $50,000 allocated for
Meeting Date: 12/17/07 Item Number: A-2
AGENDA ITEM: Approval of the Development of a Public Education Program
Relating to the Proposed Modernization of the City’s Utility Users’ Tax by: 1)
Utilizing In-house Staff and Authorizing up to $9,000 for a Consultant to Provide
Graphic Design and Layout Services; 2) Utilizing In-house Staff only; or 3)
Approving a Professional Services Agreement with Sidewalk Strategies, A
Division of Tramutola LLC, to Provide Public Education Advisory Services
Contact Person/Dept.: Jeff Muir,
Budget & Finance
Phone Number: 310.253.6016
Fiscal Impact: Yes [X] No [] General Fund: Yes [X] No []
Public Hearing: [] Action Item: [X] Attachments: [X]
Public Notification:
Master Notification List: 12/13/07
Department Approval:
Jeff Muir (12/12/07)
City Attorney Approval:
Carol Schwab (by H. Baker) (12/11/07)
Fiscal Impact Review:
Jeff Muir (by M. Noller) (12/11/07)
City Manager Approval:
Jerry B. Fulwood (12/12/07) City of Culver City, California
City Council Agenda Item Report
professional services, $20,000 would be required for legal services and $30,000 was
authorized for the public education program. It has subsequently been determined
that the legal costs are closer to $25,000, leaving $25,000 available for the public
education program.
On November 26, 2007, the City Council had a discussion of utilizing Sidewalk
Strategies, a Division of Tramutola LLC, to provide public education advisory
services for the UUT ballot measure. This occurred after further internal discussion
among staff as well as the Budget and Finance Subcommittee, where it was
determined that a more comprehensive educational program should take place.
Due to the additional staff time and resources to develop a more comprehensive
educational program, a professional firm to assist with the UUT portion would be
advisable. Therefore staff changed its recommendation to suggest a professional
consultant be engaged. City Council did not take an action on this item and it was
requested the matter be brought back after staff had further analyzed the options.
DISCUSSION:
The UUT revenues are approximately 20% of the General Fund budget. The
Telecommunications UUT amount is 6% of the General Fund budget. Staff feels it is
important to conduct an effective educational program to ensure the public be aware
of this information. Although the City staff feels it is capable to develop the program,
other work programs will need to be set aside while staff works on this matter. Thus,
supplementing staff time with a consultant would be beneficial to the flow of staff’s
work product. The table below provides some overview pro’s and con’s of
developing the public education materials in-house or by using a professional
consultant:
In-house Staff Professional Consultant
Pro’s: • Developed materials for
2004 UUT reduction
measure
• Understand Culver City and
the relevant issues to
residents.
• Significant experience with
creating educational
programs for UUT.
• Decreases time
commitment for staff,
allowing them to focus on
other important projects.
Con’s: • Committed to many other
important projects which
could create time allocation
issues.
• Could negatively impact
other staff projects.
• Consulting costs in
addition to printing and
mailing costs for materials
developed.
• Will need to learn Culver
City culture. City of Culver City, California
City Council Agenda Item Report
• Time constraints will limit
ability to perform a broader
fiscal educational program.
Because of the demands of staff’s current overall work program and the brief time
period available to create and produce the educational program, the City Manager
recommends utilizing in-house staff working with the Budget and Finance
subcommittee to develop the program and authorize up to $9,000 for the use of a
consultant for graphic design and layout services.
However, the City Council may desire to consider the following two options:
Option 1. Based on (1) the City Council discussions that have taken place to
date, the experience of Culver City staff in developing public educational
materials gained during 2004, and (2) the access to materials used by other
jurisdictions facing the same UUT issue on previous ballots, the City Manager
recommends using in-house staff. If this is approved by the City Council, a
committee of City staff will be formed to develop a variety of public education
materials and activities in conjunction with the Budget and Finance
subcommittee. A detailed report of suggested activities and materials will be
brought back to City Council in late January or early February.
Option 2. Should the City Council decide to use a professional consultant to
develop the public education program, staff will ensure the same deliverables are
brought back to City Council in the same time frame. If Council chooses this
option, it is recommended that a professional services agreement be authorized
for a not-to-exceed amount of $23,000 with Sidewalk Strategies, a Division of
Tramutola LLC. The qualifications and experience of this firm have been
discussed on previous reports.
FISCAL ANALYSIS:
On June 18, 2007, City Council approved $50,000 for professional services related
to drafting a proposed modernized UUT ordinance and placing the ordinance on the
ballot. Of this amount, $25,000 is required for legal services already rendered.
Regardless of whether the Council elects to use in-house staff or a professional
consultant, City Council has already approved a public education program (i.e.
printing and binding of educational 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). If City Council City of Culver City, California
City Council Agenda Item Report
authorizes the City Manager to use a consultant for graphic layout and design
services of up to $9,000, this amount would be in addition to the $25,000 approved
for the public education program.
If the Council elects to use a professional consultant, Sidewalk Strategies has
structured the proposal in such a way that the City does not have to take advantage
of all of the services offered in each phase. The City may choose the services that
would be most beneficial to the City. If the staff does not utilize all of the services
included in the scope of services, the City will not be invoiced the full amount.
Sidewalk Strategies is offering their services for $10,000 per phase, plus approved
expenses (e.g. travel), for a maximum total contract amount not-to-exceed $23,000.
ATTACHMENT:
1. Sidewalk Strategies’ Proposal
MOTIONS:
That the City Council:
1. {Staff recommendation} Direct staff to work closely with the Budget and
Finance subcommittee to develop and implement a public education program
related to the Utility Users’ Tax ballot measure with in-house staff and authorize
up to $9,000 for the use of a consultant to provide graphic design and layout
services.
OR
2. (Option 1) Direct staff to work closely with the Budget and Finance
subcommittee to develop and implement a public education program related
to the Utility Users’ Tax ballot measure with in-house staff only.
OR
3. (Option 2) a. Direct staff to work with the Budget and Finance subcommittee
and a consultant to develop and implement a public education and
information plan;
and
City of Culver City, California
City Council Agenda Item Report
3. b. Approve a professional services agreement with Sidewalk Strategies, a
Division of 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. c. Authorize the City Attorney to review/prepare the necessary documents
and authorize the City Manager to execute such documents on behalf of the
City.