City of Culver City, California
Agenda Item Report
Meeting Date: _10/25/10_ Item Number: C-5
CITY COUNCIL AGENDA ITEM: Approval of Professional Services Agreements with
Stephen Groner, SGA, Inc and Kevin Sales, KJServices Environmental Consulting to
Support the Implementation of the Department of Conservation Multifamily Beverage
Container Program.
Contact Person/Dept.: Catherine Vargas Phone Number: (310) 253-6411
Fiscal Impact: Yes [X] No [] General Fund: Yes [] No [X]
Public Hearing: [] Action Item: [] Attachments: [X]
Commission Action Required: Yes [] No [X] Date: _______________
Public Notification: Meetings and Agendas – City Council (10/20/10)
Department Approval:
Charles D. Herbertson(10/15/10)
City Attorney Approval:
Carol Schwab (by H. Baker) (10/19/10)
Chief Financial Officer Approval:
Jeff Muir (by M. Noller) (10/20/10)
City Manager Approval:
John M. Nachbar (10/20/10)
RECOMMENDATION:
Staff recommends the City Council approve professional services agreements with
Stephen Groner, SGA, Inc. not to exceed $210,400.00 and Kevin Sales, KJServices
Environmental Consulting not to exceed $56,600 to support the implementation of
the Department of Conservation Multi-Family Beverage Container Grant (Grant
Program).
BACKGROUND:
The California Department of Conservation (DOC), Division of Recycling administers
the California Beverage Container Recycling and Litter Reduction Act (Act) which
governs the recycling of California Redemption Value (CRV) beverage containers.
The primary goal of the recycling program is to achieve an 80% recycling rate for all
aluminum, glass, plastic and bi-metal beverage containers sold in California. The
Department also supports efforts to reduce greenhouse gas emissions, such as
those exemplified in the California Global Warming Solutions Act of 2006.
On December 15, 2008, DOC awarded Culver City a grant in the amount of
$777,421 to establish a multifamily recycling program in the Fox Hills neighborhood
of the City. The grant requires no Culver City matching funds. However the City will
provide in-kind support in the form of staff time for planning, liaison and oversight.
On June 28, 2010, the City Council authorized a budget amendment related to the City of Culver City, California
Agenda Item Report
award of the 2008/2009 Department of Conservation Multi Family Beverage
Container Recycling Grant.
On July 9, 2010 a Request for Proposals for the Grant Program was released in full
accordance with city policy.
Within the first week of release over 40 individuals and several companies downloaded
the RFP. Staff received six written proposals submitted to the City Clerk’s Office. Of
the six proposals submitted, three were deemed complete and in compliance with the
RFP’s guidelines and requirements.
After a thorough analysis, reference checking and discussion, staff interviewed the
three proposers and allowed them to present their proposal in more detail. .
Of the three proposers, two displayed extraordinary success in the field of community
based marketing and operations. They also demonstrated familiarity with Culver City
issues and the ability to work independently and cooperatively within the timeline
dictated by the grant.
DISCUSSION:
Should the City Council approve the proposed Agreements, work would begin
immediately. The final grant paperwork documents would be submitted to the DOC
by November 2011. Staff expects this program to be self sustaining and fully
incorporated within the Public Works Department’s Refuse and Recycling operations
upon completion of the grant program.
The program includes these key elements:
• Establishing multifamily recycling bins to be located throughout the Fox Hills
neighborhood using a variety of bins. Further, recycling programs will be
expanded to include apartment and condominium complexes. The program’s
goal is to establish at least 200 additional recycling bins at multifamily complexes
in the Fox Hills neighborhood.
• Branding the program thru various marketing outreach strategies including
community based marketing, promotional items, posters, brochures and
presentations.
Two consultants were selected to collaborate on bringing the entire scope of this project
to fruition.
Stephen Groner Associates, Inc. (SGA) has an exemplary track record of implementing
municipal programs related to the environment. This firm has won several awards and City of Culver City, California
Agenda Item Report
is a leader in community based marketing. SGA will provide the team to put together all
the marketing pieces and provide the bulk of the interaction with the community.
KJ Services, Inc. (KJS) is also a leader in environmental consulting and streamlining
processes to create seamless programs. KJS will coordinate the logistical and
operational aspect of placement of the containers, working in tandem with the rollout of
the marketing. KJS will coordinate the dispatch staff and the management companies at
each of the multi-family units that join the program.
FISCAL ANALYSIS:
The grant requires no Culver City matching funds. However the City will provide in-kind
support in the form of staff time for planning, liaison and oversight.
On June 28, 2010, the City Council approved a budget amendment to recognize the
grant award. Grant funds are to be disbursed on a reimbursement basis. Staff will
submit invoices regularly to ensure the City is reimbursed in a timely manner.
ATTACHMENTS:
1. SGA Inc. In a Nutshell.
2. KJ Services, Inc. Operational Duties / Tasks
3. Stephen Groner Associates, Inc. Marketing and Program Implementation Duties /
Tasks
MOTION:
That the City Council:
1. Approve professional services agreements with Stephen Groner, SGA, Inc. not to
exceed $210,400.00 and Kevin Sales, KJServices Environmental Consulting not
to exceed $56,600 to support the implementation of the Department of
Conservation Multi-Family Beverage Container Grant (Grant Program)
2. Authorize the City Attorney to review/prepare the necessary documents; and,
3. Authorize the City Manager to execute such documents on behalf of the City.
MEETING DATE: 10/25/10
AGENDA ITEM: Approval of Professional Services Agreements with
Stephen Groner, SGA, Inc. and Kevin Sales,
KJServices Environmental Consulting to Support
the Implementation of the Department of
Conservation Multifamily Beverage Container
Program
ATTACHMENTS
Pages
1 SGA, Inc. In a nutshell 1-4
2 Stephen Groner Associates, Inc. Marketing and Program
Implementation Duties / Tasks
5
3 KJ Services, Inc. Operational Duties / Tasks 6
S. Groner Associates,
Inc. (in a nutshell)
Once Upon a Time…
S. Groner Associates (SGA) is a social marketing firm that was
founded in 1998 with the express purpose of affecting positive
change in the communities and for the clients that we serve.
Now in the firm’s eleventh year, this principle has been the
driving force behind selecting the projects we choose to pursue. Contracts pertaining to sustainability and
the environment are without a doubt the central focus of our work. In particular, issues related to recycling
and solid waste have been one of our primary interest areas; even predating the company’s establishment
when the President of SGA, Stephen Groner, was an employee with Los Angeles County Waste
Management Division 20 years ago.
We Really Get Around
Because of our company’s promise to make a positive impact on the environment, our employees are as
committed to improving the local community as they are talented in executing their work. From journalism
to environmental engineering to graphic and web design, our staff’s specialties are both relevant and
comprehensive. SGA is comprised of a dedicated band of individuals, whose unwavering commitment to
serving the needs of their clients align seamlessly with the fundamental values of the firm. The following is
a list of services that SGA offers:
• Research and evaluation
Highlights: SGA authored a scholarly journal article detailing the results of a CBSM study that we
designed and implemented for the U.S. Environmental Protection Agency. This article was recently
accepted for publication by the peer-reviewed journal Social Marketing Quarterly.
• Online outreach and web programming
Highlights: For the City of Irvine Zero Waste Program, we built the program’s web site from scratch
and within one year increased web traffic to over 20,000 page hits a month.
• New Media
Highlights: We built the City of Los Angeles Stormwater Program’s award winning electronic media
program from the ground up. This includes a Facebook page, an eNewsletter, a YouTube channel and
a blog.
• Community based social marketing (CBSM) behavior change campaigns
Highlights: For the County of Santa Clara Used Oil Recycling Program, we increased recycling by
over 130% in two years.
• Media relations
Highlights: For multiple clients, such as the City of Los Angeles and the US Environmental Protection
Agency, have secured hundreds of placements in media outlets such as: Associated Press, Los Angeles
Times, Daily News, National Public Radio affiliates, News Central, CBS, New York Times, San
Francisco Chronicle and dozens of blogs.
• Advertising (design and placement)
Highlights: For the San Bernardino County Storm Water Program, we have annually secured on average over $100,000 in pro bono advertising and services through strategic partnerships for the last
five years.
• Event planning and meeting facilitation
Highlights: For the County of Los Angeles, we successfully facilitated community meetings (to a
bilingual audience) to collect direct input and support for a community beautification project.
• Community relations and outreach
Highlights: For the Rainwater Harvesting Program, SGA was responsible for obtaining 600 sign-ups
for a rain barrel installation. After facilitating partnerships, conducting media relations and hosting
meetings we ended up receiving just over 3,000 applications.
• Graphic design
Highlights: SGA has developed design and branding for dozens of municipalities throughout Southern
California (see samples at www.sga-inc.net)
Don’t Just Take Our Word for It
Our breadth of experience has not been a detriment to the quality of work that we offer. In fact, SGA’s
projects have consistently garnered awards for our clients, including:
2010 Public Relations Society of America (PRSA) Silver Anvil Award: National award for government
public service for the USEPA’s Fish Contamination Education Collaborative (FCEC)
2010 National Association of Clean Water Agencies’ (NACWA) Public
Information & Education Award: National award for the social media
campaign for the City of Los Angeles Stormwater Pollution Prevention
Program
2009 United States Environmental Protection Agency – 2009 Citizen’s
Excellence in Community Involvement Award in recognition of SGA’s
work with the Fish Contamination Education Collaborative
2009 National Achievements in Environmental Justice Award in
recognition of SGA’s work with the Fish Contamination Education
Collaborative
2009 American Public Works Association: City of Irvine- Zero Waste Food Rescue Program
2009 California Water Environmental Association: Los Angeles Basin Section Public Education Award
for Kids Ocean Day
2008 American Public Works Association: City of Irvine- Environmental Programs Web Site
2008 Web Marketing Association: “Government Standard of Excellence” Award recognizing the City of
Irvine Environmental Programs website
2007 California Integrated Waste Management Board: “Model Program” designation for the City of
Long Beach’s CBSM used oil recycling campaign
2006 American Public Works Association: City of Los Angeles- National award for community
outreach and education
2005 California Stormwater Quality Association Public Education Award: Best Statewide Outreach
Program, establishing partnerships with businesses to educate targeted DIY’ers regarding pollution
prevention
2005 Latino Marketing Award – Community Outreach: partnering with the community and business
organizations in the neighborhood of Highland Park to create a community mural along the main
business thoroughfare (Figueroa Street) 2004 Keep America Beautiful – National 1st Place Prize: coordinating a children’s adopt a beach clean
up project in conjunction with more than 25 local schools, the California Coastal Commission, City of
LA, and the Malibu Foundation
2004 California EPA HHW/Used Oil Recycling Program Awards – Togetherness Award: partnering
with local businesses including auto parts accessory stores, swap meets, and local laundromats to reach
do-it-yourselfers in East Los Angeles
2003 Public Relations Society of America Awards – PRism Award for Excellence for Public Service
Campaign: Community-Based Social Marketing project targeting the El Sereno community in East Los
Angeles
2003 Cal/EPA HHW/Used Oil Recycling Program Awards – Program Innovation Award: developing
partnerships with car clubs to outreach to the target audience of used oil do-it-yourselfers
2002 Public Relations Society of America Awards – PRism Award for Excellence for Public Service
Campaign – Community-Based Social Marketing project regarding increasing awareness of HHW in the
community
2002 American Public Works Association Awards – Program of the Year Award: City of Los Angeles
Storm Water Public Education Program
Additional recognition of SGA’s success comes in the Los Angeles Business Journal’s Book of Lists of Los
Angeles County’s Top Independent Public Relations Firms. For the last five years, SGA has been included
in the Journal’s list of the Top 15 firms in Los Angeles County. The Los Angeles
Business Journal ranked
SGA as one of top
Independent Public
Relations Firms for the
last five years.
Straight from the Horse’s Mouth, So to
Speak
Of course we pride ourselves on doing great work, but equally important is
making sure our clients are happy. Below are some thoughts we’ve heard
from them. We also have references that we’d be happy to pass along. In
short, we do great work and we work hard which is why we pride
ourselves on numbers like a 93% contract renewal rate.
Thank you for all of your hard work and for making the City’s Stormwater Program the
leader that it is. I’m so glad we have you on our team!
- Joyce Amaro, City of Los Angeles
SGA is a first rate act: exceptional work by the nicest, most committed people in the field.
- Sean Flynn, US EPA
SGA has a true commitment to the communities and clients they serve. It has been a pleasure
coordinating outreach with such a knowledgeable staff.
- Christina Dixon, City of Huntington Park
SGA has the unique ability to develop and sustain strong relationships. The firm is
knowledgeable, passionate and experienced.
- Tom Leary, City of Long Beach
The SGA staff always impresses me with creative ideas on how to present outreach
information.
- Angie Burgh, City of Irvine
SGA, S. Groner and Associates, Inc
Marketing and Program Implementation Duties/Tasks
1. Track, Record and References
2. Developing a Database
3. Setting up a Timeline
4. Educational Materials
A. Branding
B. Multi-family recycling Brochure
C. Program Posters
D. Totes
E. Promotional Item
F. PSA
G. Outreach Events
H. Presentations
I. Recycling bin Decals
J. Recycling Site Signs
5. Records and Data
6. Quarterly Reports
7. Final Report
KJServices Environmental Consulting
Operational Duties/ Tasks
1. Coordination with management of HOA, Apartment complex to determine
start date for service,
number and type of recycling containers for each participating complex (based on the
complex size and their current level of trash service),
locations for the recycling bins,
additional services needed
2. Coordinate delivery of the recycling containers. Apartment recycling totes will be stored at
PW-EPO and will either be delivered with the recycling containers or at an on-site recycling
training meeting for residents. Will coordinate what is beneficial for complex and rollout at each
particular location.
3. Assist with recycling training to residents, property maintenance, (as necessary and
appropriate in conjunction with SGA staff’s education).
4. Determine and monitor recycling collection frequency with PW-EPO staff.
5. Communication to verify that all appropriate program materials have been delivered to the
participating complex before service begins. This includes items such as recycling posters,
recycling site signs, presentations etc.
6. Monitor the delivery of the recycling containers and their service. Check for
contamination problems or other issues (broken lids, damaged bins, etc.)
7. Accept and or gather program feedback from residents, managers and owners. Channel
feedback to the City and SGA for additional actions.
8. Develop weekly driver's report form and gather the driver's input and notes on the program, the
status of the recycling containers, and any other operations related observations.
9. In coordination with SGA staff, conduct site visits to check the recycling containers and the
quantity and quality of the recyclables. Checks may be made either on-property or on the
collection day when the bins are pulled out on to the street.
10. Work with city staff at dispatch to track the weight of the collected recyclables by bin and by
complex. If the collection vehicle is equipped with onboard scales each bin weight will be able to
be tracked. If not the weights per bin and per complex will be extrapolated from the weight of the
total recycling load.
11. Conduct quarterly recycling audits to determine the makeup of the collected recyclables by
material.
12. Monitor and respond to problems or complaints received by EPO dispatch from the
participating multifamily complexes and/or their residents related to program.