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HomeMy WebLinkAbout2012-02-14; City Council; 20814; APPROVAL CITIZEN ADVISORY COMMITTEECITY OF CARLSBAD AGENDA BILL 18 AB# 20,814 APPROVAL OFA CITIZEN ADVISORY COMMITTEE RECOMMENDATION ON A CONTRACTOR FOR VILLAGE REVITALIZATION PARTNERSHIP PROGRAM DEPT. DIRECTOR MTG. 2/14/12 APPROVAL OFA CITIZEN ADVISORY COMMITTEE RECOMMENDATION ON A CONTRACTOR FOR VILLAGE REVITALIZATION PARTNERSHIP PROGRAM CITY ATTORNEY DEPT. MGR APPROVAL OFA CITIZEN ADVISORY COMMITTEE RECOMMENDATION ON A CONTRACTOR FOR VILLAGE REVITALIZATION PARTNERSHIP PROGRAM CITY MANAGER RECOMMENDED ACTION: Acting as the Successor Agency for the Carlsbad Redevelopment Agency, by minute motion, APPROVE the recommendation ofthe Citizen Advisory Committee to select Urban Place Consulting Group, Inc. (Urban Place) to implement the Village Revitalization Partnership Program, and authorize the City Manager to negotiate a professional services agreement with Urban Place. ITEM EXPLANATION: At its special meeting on March 15, 2011, the City Council discussed one of its priorities to partner with the local property owners, businesses and/or other stakeholders in the Village Area to develop a program, policies, financing mechanisms and/or other initiatives to spur local investment and foot traffic on a self-sustaining basis for the Village Area. At the special meeting, the City Council indicated its intent to distribute a Request for Proposals (RFP) to identify an appropriate contractor to implement the above noted revitalization partnership program for the Village. The RFP was issued by the Housing and Redevelopment Commission on behalf ofthe Carlsbad Redevelopment Agency, and a total of 7 proposals were received as of August 1, 2011. The proposals were reviewed by a Commission-appointed Citizen's Advisory Committee, and 4 proposers were selected for interviews by the Advisory Committee. As chair. Commissioner Douglas worked with the Committee to complete the review process and identify the contractor that the Committee believed could best lead the revitalization and economic development program with a private sector focus. The Committee has unanimously recommended that Urban Place receive the contract from the City to implement the desired program. Urban Place has assisted 34 downtown organizations in developing visions, defining goals and creating Board, Committee and staffing structures. Its experience in managing downtown organizations gives it a unique advantage. Urban Place demonstrated to the Committee its understanding of the day-to-day tasks and concerns of staff and Board members, and the broader policies that govern them. DEPARTMENT CONTACT: John Coates 760-434-2821 john.coates@carlsbadca.gov FOR CITY CLERKS USE ONLY. COUNCIL ACTION: APPROVED • CONTINUED TO DATE SPECIFIC • DENIED • CONTINUED TO DATE UNKNOWN • CONTINUED • RETURNED TO STAFF • WITHDRAWN • OTHER - SEE MINUTES 3^ AMENDED • By Minute Motion, Council approved the Recommendation. 3^ Page 2 Urban Place has provided place making and user experience consultation to 45 districts in 35 cities and 25 states. Formerly doing business as the Main Street Group, Urban Place has served as the California representative for the national consulting firm Project for Public Spaces (PPS). PPS is a nonprofit organization dedicated to "helping people create and sustain public spaces that build communities." Urban Place is a strong proponent of creating downtowns and commercial districts that are vibrant, healthy, and sustainable. With all of the prior investment made by the Carlsbad Redevelopment Agency in the past, it is important to strengthen the private sector leadership in the Village to maintain and continue the revitalization effort that originally began in the late 1970s through redevelopment programs. The Citizen Advisory Committee determined that the unique experiences, skills and talents of the staff of Urban Place combined to make it the ideal choice for leading the private sector-driven revitalization effort. The preliminary scope of work set forth by Urban Place within its proposal includes: Building trust with stakeholder groups; Understanding the needs and reinforcing the Vision for the Village; Developing projects to jump start the new revitalization effort; Building a leadership infrastructure, which includes a close relationship with the CVA; Leading an economic development, and marketing and promotional effort; Creating a sustainable funding source; Adding programs, events, and projects to encourage private investment; Partnering to manage parking and enforcement efforts; and Working with the City to implement projects to benefit the Village, such as enhancements to building and land use ordinances to encourage private development and to design improvements to enhance connectivity. It is the intent of Urban Place to work extensively with the Carlsbad Village Association, as Interim Manager and mentor, and to also help build relationships between the public and private sector. Ultimately, it is the intent of Urban Place to establish an umbrella organization that will evolve into a private sector entrepreneurial leadership organization that has long term financial resources and a skilled staff to meet the needs of successfully leading the revitalization effort into the future. As noted above, the Citizens Advisory Committee, chaired by Council Member Douglas, is unanimously recommending selection of Urban Place to lead the private sector-driven revitalization effort within the Village Area. Based on this committee recommendation, staff is recommending that the City Council, acting as the Successor Agency for the Carlsbad Redevelopment Agency, approve a minute motion to select Urban Place Consulting Group Inc. as the contractor, and authorize the City Manager to negotiate a professional services agreement with the contractor. The final agreement will be returned to the City Council at a later date for approval and appropriation of funding. Page 3 FISCAL IMPACT: At this time, no funding is being requested for this program or the contractor. If approved by the City Council, the City Manager will negotiate a professional services agreement with Urban Place and return this agreement to the City Council for approval and appropriation of funding at a later date. Other than the expenditure of staff time to refine the scope of work and negotiate the final agreement, there are no costs at this time to approve Urban Place as the recommended contractor for the Village Revitalization Partnership. It is anticipated, however, that there will be funding in a yet to be determined amount required for implementation of the contract. Those costs were anticipated in the approved Enforceable Obligations Payment Schedule for the Carlsbad Redevelopment Agency. Although the Agency was recently dissolved, staff understands that these obligations can still be met and the designated funding (tax increment) may be used for the subject project. However, if staff learns that the tax increment funding will not be available for said project, an alternate funding source (most likely General Fund) will be identified for City Council approval at a later date. ENVIRONMENTAL IMPACT: The noted selection of a contractor to provide professional administrative services is not a "project" within the meaning of the California Environmental Quality Act (CEQA) since there is no potential to cause either direct physical change in the environment or a reasonably foreseeable indirect change in the physical environment under Public Resources section 21065. EXHIBITS 1. Summary of the Team Qualifications, and relevant experience and case studies for Urban Place 3 Oif \ Team Qualifications With offices in Long Beach and San Diego, Urban Place is poised to facilitate the revitalization of Carlsbad Village and create an aesthetically pleasing, fonnily-friendiy, and economically vibrant connmunity. Long Beach Office Steve Gibson - President/CEO Steve is President/CEO and founder of Urban Place Consulting Group, Inc., which was formed in July 2001 and specializes in organizing and revitalizing business districts. Urban Place evolved from the Main Street Group, Steve's prior consulting firm, which he founded in 1989. From 1989 to 1992, Main Street Group was the California representative for the national consulting firm Project for Public Spaces. Steve has experience in operating nine downtown districts as President/CEO. As a consultant, he has provided services to 45 districts in 35 cities and 25 states. Steve is a contributing author of Business Improvement Districts (Urban Land Institute, 2003, Second Edition), and has spoken at the following conferences: • "Business Improvement Districts: The American Experience," for conferences in: Mexico City, Mexico; Barcelona, Spain; Edinburgh, Scotland; and Coventry, England • "BusinessDistrictDevetopmentandOperations,"forconferences of the California League of Cities, California Redevelopment Association, International Downtown Association, California Downtown Association, and the European Federation of Town Centers • "PrincipalsofManagementforDowntown CEOs," International Downtown Association conference • "TheEffectiveCEO...BatancingLeadershipandManagement," International Downtown Association conference • Guest lecturer, "Public Space Use," School of Architecture, Cal Poly Pomona • Guest lecturer at the University of California at Los Angeles Steve served on the Board of the International Downtown Association from 1996 to 2002 and is a member of the California Downtown Association. He received a B.S. in Business Administration from the University of Southern California. Aaron Aulenta - Vice President, Public Space Use and Development Aaron has overseen a large scope of diverse projects. His love and focus is on understanding how people use public spaces and increasing the quality and quantity of that use. Aaron was the project manager for the Los Angeles Metropolitan Transportation Agency project that developed strategies to increase both ridership and the user experience at each of five underused bus stops in downtown Los Angeles. Aaron managed the LA Walks wayfinding signage project in downtown Los Angeles. This project consisted of over 1,300 signs, including both vehicle and pedestrian systems. He has also worked on wayfinding signage projects in Hollywood, Long Beach, Citrus Heights, and Sacramento, California; Providence, Rhode Island; New Haven, Connecticut; and Pensacola, Florida. Aaron has also worked on several of Urban Place's parking and pedestrian use projects. Additionally, when Urban Place works with local communities to start or renew a BID, Aaron develops the databases, helps facilitate the petition and Proposition 218 ballot process, assists in the development of the petition and ballot and other key documents, and works with the principal in developing the budgets. Aaron holds a B.A. in Cultural Anthropology from San Francisco State University and a Masters Degree in Landscape Architecture from Cal Poly Pomona. He is also a member of the American Planning Association. Katie Gibson - Project Manager, BID Development and Management Katie oversees the management of our BID operations in California and also works on our BID establishment projects. Using her retail and design experience, Katie works closely with both the property and business owners in the areas of marketing and communications. She has a strong background in retail operations in a downtown setting. Prior to joining Urban Place, Katie worked as a designer and product merchandiser with some of the leading surf wear clothing companies. She also owned a clothing and accessories boutique that specialized in handmade unique items in Downtown Long Beach. Katie has a degree from the Fashion Institute of Design and Merchandising. Kristin Lowell Schubert - President, Kristin Lowell Inc. (Engineering Subconsultant) In her 19 years of experience, Kristin has helped public agencies 6 fund over $700 million to finance capital improvement projects, fund maintenance and operations, and monitor the revenue stream for several projects. Kristin has vast knowledge and grasp of the details necessary for a variety of financing programs, from gathering property database information to keeping track of development after a financing plan is adopted. She is a recognized expert in the use of assessments and fees to finance capital improvement projects and operations and maintenance activities. Kristin has lectured at UC Davis, UCLA, and Georgetown University on current practices in assessment district formations and Proposition 218. She received her B.A. from UC Davis. San Diego Office Ashley Westman, LEED AP - Project Manager Ashley has managed the formation of Business Improvement Districts in West Los Angeles and Arcadia, California, and conducted comparative research on the best practices of pubtic space management for the Santo Monica Pier Restoration Corporation. Prior to joining Urban Place, she worked at the non-profit organization Los Angeles Neighborhood Initiative, where she secured over $3 million in grant funding for neighborhood improvement projects, oversaw the construction of a new five-acre park and trail project in San Pedro, CA, and collaborated with property owners, council offices, and City staff. A San Diego native, she has also worked for the County of San Diego's Department of Planning and Land Use. Ashley previously worked in finance and accounting as an auditor at Apple Inc. in the San Francisco Bay Area. She holds a B.S. in Business Administration from Cal Poly San Luis Obispo and an M.A. in Urban Planning from UCLA. She is a member of the Green Building Certification Institute and the Congress forthe New Urbanism. I' 5i Relevant Experience Urban Place has performed the following work relevant to the Carisbad Village Revitalization Partnership Program: Establishment of Property-Based District South Grand District Downtown Columbus Downtown St. Louis Downtown Long Beach Downtown Stockton Old Pasadena Fulton Ave. Figueroa Corridor Partnership Downtown Visalia City Center Partnership Goodyear Tract Downtown Fayetteville Gulch District Downtown Yakima Arts District South Park District Providence DID North Hollywood Downtown Ventura Westwood Village Downtown Center Business Improvement Districts Location St. Louis, MO Columbus, GA St. Louis, MO Long Beach, CA Stockton, CA Pasadena, CA Sacramento, CA Los Angeles, CA Visalia, CA Columbia, SC Los Angeles, CA Fayetteville, AR Nashville, TN Yakima, WA Los Angeles, CA Los Angeles, CA Providence, Rl Los Angeles, CA Ventura, CA Los Angeles, CA Los Angeles, CA Wayfinding and Signage Projects Client Confederation of Downtown Los Angeles BIDs, CA Sacramento Downtown Association, CA City of Long Beach, CA City of Citrus Heights, CA Hollywood Entertainment District, CA City of Riverside, CA City of New Haven, CT n City of Pensacola, FL Providence DID, Rl Traffic Calming Projects Client City of Lancaster, PA City of Battle Creek, Mi Parking Management or Parking Use Analysis Client City of Oceanside, CA Old Pasadena Management District, CA Fashion District, Los Angeles, CA City of Riverside, CA City of Providence, Rl Nashville Downtown Partnership, TN Downtown District, Pensacola, FL Downtown Alliance, Mobile, AL City of Louisville, KY Improving Organizational Effectiveness Organization Central Dallas Association Old Pasadena Management District Portland Business Alliance Downtown Lexington Corporation Downtown Tempe Community, Inc. Bellevue Downtown Association Downtown Santa Cruz Association Central Business Improvement District Nashville Downtown Partnership Downtown Property Owners Association Highland Business District Lansing Principal Shopping District Downtown Special Services District Operation New Birmingham Central Business Improvement District Downtown Action Team Downtown Las Vegas Partnership Downtown Special Services District Town Green Special Services District Cereal City Development Corporation Chinatown Business Council Downtown Anaheim Association Downtown Seattle Association Location Dallas, TX Pasadena, CA Portland, OR Lexington, KY Tempe, AZ Bellevue, WA Santa Cruz, CA Nashville, TN Nashville, TN Los Angeles, CA Baltimore, MD Lansing, Ml Bridgeport, CT Birmingham, AL Clarksville, TN Albuquerque, NM Las Vegas, NV Stamford, CT New Haven, CT Battle Creek, Ml Los Angeles, CA Anaheim, CA Seattle, WA Downtown Stockton Alliance Figueroa Corridor Partnership Riverside Downtown Association St. Louis Downtown Partnership Sunrise Market Place Downtown Improvement District Association for Portland Progress Center City Partnership Central City East Association Downtown Business Association Fayetteville Downtown Downtown Association Case Studies Stockton, CA Los Angeles, CA Riverside, CA St. Louis, MO Sacramento, CA Allentown, PA Portland, OR Columbia, SC Los Angeles, CA Culver City, CA Fayetteville, AK Colliersville, TN In 2009, Money Magazine cifed Yakima as having one of file sfrongesf job martefs in ftie nation. In 2010, if was named one of fhe "Best Places fo Live" by Men's Journal. Dov/ntown Yakima, Washington In 2006, Urban Place contracted with the Committee for Downtown Yakima (CDY) to work with the downtown stakeholders to create an environment for investment downtown, with the goal of making Yakima the premier gathering place of Central Washington. In order to achieve this goal Urban Place was asked to provide interim management and implement the programs to revitalize downtown Yakima. Elements of the work plan included increasing communication, improving the downtown user experience, and stimulating economic development. Urban Place's work included developing the organizational structure for both a 501 (c)(6) and a 501 (c) (3) non-profit corporation, including Board and committee development and the facilitation of Board retreats and training sessions. Urban Place assisted in the fundraising effort, which was an important task during the first six months of the project, developed collateral materials, and joined committee members in making presentations to potential funders. Urban Place also developed on implementation strategy that covered the broad spectrum of programs and services that defined short, medium, and long term programs, including implementation steps, responsible organizations, and budgets necessary to implement the programs. In addition. Urban Place created and implemented a communication strategy that clearly demonstrated the changes occurring in downtown. Products of this effort included media press releases and kits, bi-monthly newsletters, a speaking circuit, a website, business and services directories, market and opinion research, and an annual downtown meeting. 9 At one of ourfirst stakeholder meetings, the largest downtown property owner declared "I will never support the establishment of a property- based BID." Three years later, a property-based BID was established with his support and he is the largest rate payer in the district. The result of this work in Yakima is a downtown that is thriving; a downtown that is managed by an organization with strong private sector leadership, dependable financial resources, and an effective staff. Downtown Yakima has succeeded in becoming the premier gathering place of central Washington. Downtown Providence, Rhode Island In 2003, Urban Place contracted with the Providence Foundation to establish a PBID in downtown Providence. The district is approximately 65 blocks large with a one million dollar budget predominately focused on clean and safe services. The majority of property owners in downtown Providence are local families, and convincing them of the importance of supporting the PBID presented a unique challenge. However, working with the Providence Foundation, we were able to obtain petition support from property owners representing 79% of the property value, a remarkably high level for a first-time PBID establishment. In addition to the private property owners, we were able to convince the majority of the non-profit/non- taxed property owners to support the PBID and make voluntary contributions at the same level as the private property owners. These non-profit owners consisted of Johnson & Wales University, University of Rhode Island, Brown University, and several churches. Upon the successful establishment of the PBID, the stakeholders asked Urban Place to help them create a management organization to oversee PBID operations. We were chosen to provide management services to the new organization in order to get the programs up and running. From 2005 to 2010, Urban Place employees lived in Rhode Island and managed the day-to-day activities of the Downtown Improvement District. The result of this work is a strong downtown Providence leadership organization with dependable financing and an effective staff. Downtown Providence was able to overcome its strong negative perception as a dirty, unsafe place; it is now clean, safe, and has attracted significant new residential and commercial investment. The PBID in Providence was fhe firsf of ifs kind in Rhode Island. Since if was established, retail vacancy rates have declined 13% and real estate values have increased 30%. Fhe Cify of Nashville was tested in early 2010 as flooding threatened fhe downtown. The NDP took the leadership role in creatively demonstrating thaf Downtown Nashville was still "open for business," and the area still thrives today. Downtown Nashville, Tennessee In 2001, Urban Place was asked by the Nashville Downtown Partnership (NDP) to make recommendations on restructuring the NDP organization. As a result of the reorganization study, the NDP contracted with Urban Place to provide interim management and to implement the recommendations contained in the study. An Urban Place employee was installed as Deputy Director of the NDP with 100% of her time in Nashville focusing on implementing the study recommendations. Steve Gibson assumed the role of Interim Executive Director with 50% of his time in Nashville fulfilling that position. Urban Place provided interim management services for the Nashville Downtown Partnership from July 2001 until early 2004. Some of the products of Urban Place's work in Nashville were: A complete reorganization of the NDP, including new staff personnel with new responsibilities. Renewal and expansion the Central Business Improvement District. Creation of on Economic Development strategy for downtown Nashville, including providing funding and staffing resources for: - Creation of a Downtown Residential Development program. - Creation of a Downtown Office & Retail recruitment and retention program - Creation of a Downtown Development Center which provides potential investors with information and data on downtown. The goal of the Development Center is to make it easy for investors and their representatives to moke the decision to locate and/or invest in downtown. Creation of a Downtown Parking Improvement Strategy which included the following: - The NDP developing and managing a remote parking and shuttle service to provide a low cost parking alternative for office workers. - The NDP assuming total management responsibility for all of the City's downtown parking assets which included two parking structures and three surface lots. At the completion of Urban Place's work, the NDP had an experienced, qualified staff with strong financial resources and a focused work plan to guide it into the future. Dan Baudouin, Executive Director Providence Foundation, Providence, Rl (401) 521-3248; dbaudouin@provfoundation.com Re: PBID Establishment, Organizational Development, Place Making, and Interim Management Tom Turner, President/CEO Nashville Downtown Partnership (615) 743-3093; tturner@nashvilledowntown.com Re: PBID Establishment, Organizational Development Doug Picatti, Vice President Committee for Downtown Yakima, Yakima, WA (509) 248-2540; doug@picatti.com Re: Organizational Development, Interim Management, PBID Establishment Kent Smith, Executive Director Los Angeles Fashion District, Los Angeles, CA (213) 488-1153; kent@fashiondistrict.org Re: PBID Establishment, Renewal, and Interim Management Darryl Holter, Chair Figueroa Corridor Partnership, Los Angeles, CA (213) 747-6492; darrylholter@aol.com Re: PBID Establishment, Renewal, and Management Services Elizabeth Sanders, President and CEO Downtown Mobile Alliance, Mobile, AL (251) 434-8498; esanders@downtownmobile.org Re: PBID Establishment, Renewal, Organizational Development, and Parking Studies 1^ Village RevitalizationPartnership John Coates, Assistant City ManagerDoug Avis, Citizen Advisory Committee February 14, 2012 Village AreaApproximately 200 acres representing the downtown of Carlsbad2 History of Village•Colorful history dating back to 1880s•Late 1970s, physical decline & obsolescence•Significant blight•Council implemented redevelopment tools 3 History of Village•Carlsbad approach to redevelopment:–Public infrastructure installation–Beautification projects–Relationship and “Self‐Esteem” building–Allow private sector to do what it does best; redevelop its own properties•Redevelopment helped to focus effort, establish vision/strategy, “cheerleader”4 Redevelopment Status•Village Redevelopment Plan – 1981•25 year plan; extended to July, 2010•Village Master Plan & Design Manual –sets forth the Vision, Goals & Objectives (2009) •Redevelopment Plan expired in July, 2010•Redevelopment Agency dissolution (2012)•Revitalization efforts to continue with new tools What Next?•A new, non‐governmental revitalization effort in the Village•Organization committed to:–Continuing Village revitalization efforts–Creating a positive visual impact –Promoting a family‐friendly destination–Preserving and celebrating the area’s natural and historical environment6 Process•RFP’s issued June 1, 2011•7 Proposals received August 1, 2011•Citizen Advisory Committee appointed 8/23•Committee reviewed proposals, narrowed to 4, interviewed, and then agreed upon recommendation for contractor (12/20)•Committee recommendation presented tonight7 Citizen Advisory Committee•Doug Avis – Village Property Owner•Laura Reyer – Village Business Owner•Richard Zall – Village Business Owner•Phil Cotton – Carlsbad Resident•Maureen Simons – Village Property Owner•Farrah Douglas – Chair, Council Member8 Committee Participation•Reviewed the 7 proposals •Interviewed 4 candidate contractors•Considered capabilities and abilities to meet our objectives9 Recommended Contractor•Urban Place Consulting Group was unanimously selected for the following reasons:–Assisted 34 downtown organizations in developing visions, defining goals and creating organizational structures. –Operated 9 downtown districts as President/CEO–Provided place making and user experience consultation to 45 districts in 35 cities and 25 states.10 Urban Place–Formerly known as the Main Street Group, and served as the California Representative for the national consulting firm Project for Public Spaces–Strong proponent of creating downtowns and commercial districts that are vibrant, healthy and sustainable–Understand the importance of strengthening the private sector leadership in the Village–Ready & able to continue the revitalization effort11 What will Urban Place do?•Build trust with stakeholder groups•Reinforce the Vision for the village•Develop projects to jump start the new revitalization effort•Build a leadership infrastructure•Work extensively with the Carlsbad Village Association12 What will Urban Place do?•Lead an economic development, marketing and promotional effort;•Create a sustainable funding source;•Add programs, events & projects to encourage private investment•Partner to manage parking and enforcement efforts; and•Work with the City to implement projects to benefit the Village13 Ultimate Goal•Establish an umbrella organization that is financially sustainable and has a skilled staff to oversee a private sector entrepreneurial leadership effort for continued Village revitalization 14 Citizen Committee•Recommends Urban Place Consulting Group•Supports development of an agreement that includes:–project deliverables and outcomes–timelines and milestones–periodic reporting to Council•Is looking forward to a collaboration that moves the Village forward in a highly successful way!15 Council Action•Acting as the Successor Agency for the Carlsbad Redevelopment Agency, by minute motion, APPROVE the recommendation of the Citizen Advisory Committee to select Urban Place Consulting Group, Inc. to implement the Village Revitalization Partnership Program, and authorize the City Manager to negotiate a professional services agreement.16