HomeMy WebLinkAbout2014-04-08; City Council; 21558; Approval Extension Agreement Urban Place Consulting Group for Village Revitalization Partnership ProgramCITY OF CARLSBAD
AGENDA BILL
APPROVAL OF AN EXTENSION OF A
PROFESSIONAL SERVICES
AGREEMENT WITH URBAN PLACE
CONSULTING GROUP FOR THE
VILLAGE REVITALIZATION
PARTNERSHIP PROGRAM
DEPT. DIRECTOR
CITY ATTORNEY fi<
CITY MANAGER
RECOMMENDED ACTION:
Adopt City Council Resolution No. 2014-061 to APPROVE the extension of the professional
services agreement with Urban Place Consulting Group to implement the Village Revitalization
Partnership Program, and authorize the City Manager to execute the agreement.
ITEM EXPLANATION:
In February 2012, the City Council approved the selection of Urban Place Consulting Group
(Urban Place) as the partner to work with local property owners, businesses and/or other
stakeholders in the Village Area to develop programs, policies, financing mechanisms and/or
other initiatives to spur local investment and foot traffic on a self-sustaining basis for the Village
Area.
Since that time, Urban Place has delivered on a number of outcomes including facilitating new
investment, streamlining regulation, activating the Village, developing marketing and
communication materials, Carlsbad Village Association organizational development and
collaborating with interested parties to develop a sustainable funding source. A complete list of
accomplishments is listed in Exhibit 3.
During that same period, key metrics associated with the health and vitality of the Village have
improved including:
• Over $43 million in new private investment in the Village in the past two years.
• An 8.7 percent sales tax increase in the Village area in the past two years.
• A 7 percent increase in "excellent" ratings for the Village since 2011 in the annual
resident survey.
• An 89 percent increase in the ratio of public funding to private investment since 2011.
DEPARTMENT CONTACT: Kathy Dodson 760-434-2820 kathy.dodson@carlsbadca.gov
FOR CITY CLERKS USE ONLY. Jk COUNCIL ACTION: APPROVED Jk CONTINUED TO DATE SPECIFIC •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN • OTHER-SEE MINUTES •
AMENDED •
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Extension of the Professional Services Agreement
With authorization from the City Council in February 2012, city staff negotiated a professional
services agreement with Urban Place and is recommending approval of the final extension of
that agreement.
The original scope of work set forth by Urban Place 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;
Leading an economic development, and marketing and promotional effort;
Creating a sustainable funding source;
Adding programs, events, and projects to encourage private investment.
Additional elements in the year 3 scope of work include:
Continuation of programs and projects implemented in the first and second years.
Recruitment/development plan for a public or private market or grocery.
Development of a Property-based Business Improvement District (PBID) or other funding
mechanism based on input and consensus from stakeholders.
Public outreach assistance for the Master Plan process.
Development of bylaws and Board structure for Carlsbad Village Development
Foundation.
Print, web, and social media marketing and communication for the Village.
Expansion of Carlsbad Village Association (CVA) Board.
Development of a parking management program.
It is the intent of Urban Place to work extensively with the CVA and to also help build
relationships between the public and private sector. The ultimate goal is to establish an
umbrella organization that is financially sustainable and has a skilled staff to oversee a long
term private sector entrepreneurial leadership effort for continued Village revitalization.
The agreement includes project deliverables, timelines and milestones and periodic reporting
requirements to the City Council.
FISCAL IMPACT:
The attached extension of the professional services agreement includes a maximum, do not
exceed, 11 month budget for said services of $221,833. The funding source will be the General
Fund.
z
Page 3
ENVIRONMENTAL IMPACT:
The noted selection of a contractor to provide professional administrative services is not a
"project" within the meaning ofthe 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. City Council Resolution No. 2014-061 approving the extension ofthe professional
services agreement with Urban Place Consulting Group, and authorizing execution of said
agreement by the City Manager.
2. Professional Services Agreement Extension with Urban Place Consulting Group, including
detailed Scope of Work.
3. Urban Place Year 1 and 2 Accomplishments
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EXHIBIT 1
1 RESOLUTIONNO. 2014-061
2 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD,
CALIFORNIA, APPROVING AN EXTENSION OF THE PROFESSIONAL
SERVICES AGREEMENT WITH URBAN PLACE CONSULTING FOR
4 THE VILLAGE REVITALIZATION PARTNERSHIP
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implementation ofthe Village Revitalization Partnership and approve an extension ofthe
professional services agreement with Urban Place Consulting Group to complete said project;
and
5 WHEREAS, the City Council ofthe City of Carlsbad, desires to proceed with
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JQ WHEREAS, In February 2012, the City Council approved the selection of Urban Place
11 Consulting Group (Urban Place) as the partner to work with local property owners, businesses
12 and/or other stakeholders in the Village Area to develop programs, policies, financing
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mechanisms and/or other initiatives to spur local investment and foot traffic on a self-
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sustaining basis for the Village Area; and
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WHEREAS, Urban Place has delivered on a number of outcomes including facilitating
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new investment, streamlining regulation, activating the Village, developing marketing and
18 communication materials, Carlsbad Village Association organizational development and
1^ collaborating with interested parties to develop a sustainable funding source; and
WHEREAS, key metrics associated with the health and vitality ofthe Village have
improved; and
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1 NOW, THEREFORE, BE IT RESOLVED by the City Council ofthe City of Carlsbad,
^ California, as follows that:
1. The above recitations are true and correct.
2. That the extension ofthe professional services agreement with Urban Place
Consulting Group for implementation ofthe Village Revitalization Partnership is
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7 hereby approved.
8 3. That the City Manager is hereby authorized and directed to execute the extension of
the professional services agreement with Urban Place Consulting Group for said
Village Revitalization Partnership Program.
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1 PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City
2 of Carlsbad on the S"^*^ day of April, 2014, by the following vote to wit:
AYES: Council Members Wood, Schumacher and Blackburn.
NOES: None.
ABSENT: Council Members Hall and Packard.
KEITH BLACKBURN, Council Member
ATTEST:
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BARBARA ENGIfE^ON, City Cler!
(SEAL)
EXHIBIT 2
AMENDMENT NO. 4 TO EXTEND THE AGREEMENT FOR
VILLAGE PARTNERSHIP SERVICES WITH
URBAN PLACE CONSULTING GROUP. INC.
This Amendment No. 4 is entered into and effective as of the day of
AcprCL. , 20/^. extending the agreement dated March 14, 2012 by
and between'the City of Carlsbad, a municipal corporation, ("City"), and Urban Place Consulting
Group, Inc., ("Contractor") for Village revitalization partnership services.
A. On March 25,2013. the Parties executed Amendment No. 1 to the Agreement to
extend the agreement for Village partnership services; and
B. On March 13,2014, the Parties executed Amendment No. 2 to the Agreement to
extend the agreement for 30 days for Village partnership services; and
C. The Parties desire to extend the Agreement for a period of eleven (11) months,
ending March 13,2015.
NOW, THEREFORE, in consldenaition of these recitals and the mutual covenants
contained herein, City and Contractor agree as foltows:
1. The Agreement, as may have been amended from time to time, is hereby extended
for a period of eleven (11) months ending on March 13, 2015 on an agreed price basis not to
exceed $221,833.
2. All other provisions of the Agreement, as may have been amended from time to
time, shall remain in full force and effect
3. Ail requisite insurance policies to be maintained by the Contractor pursuant to the
Agreement, as may have been amended from time to time, shall include coverage for this
Amendment.
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City Attorney Approved Version 1/3(V13
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4. The individuals executing this Amendment and the instalments referenced on
behalf of Contractor each represent and wan'ant that they have the legal power, right and actual
authority to bind Contractor to the temis and conditions hereof of this AmendmenL
CONTRACTOR CITY OF CARLSBAD, a municipal
corporation of the State of Califomia
By: (Hi- r. ,M
' (sign here)
(print name/title) / ^
City Manager or Mayor or Dirootef
Kathy Dodson
ATTEST:
By:
(sign here) %1^GLES0J
(print name/title)
If required by City, proper notarial acknowledgmen1f'0sf;^x*ci^^o?i by Contractor must be attached.
If a corporation. Agreement must be signed by one co'rii'dfate officer from each of the following
two groups:
Group A
Chainnan,
President, or
Vice-President
Group B
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or assistant
secretary under corporate seal empowering the officer(s) signing to bind the corporation.
APPROVED AS TO FORM:
CELIAA. BREWER, City Attorney
Assistant City Attomey
City Attorney Approved Version 1/30/13
SCOPE OF SERVICES
Village Revitalization Partnership
Professionai Services Agreement
Goal: The goal ofthe Village Revitalization Partnership is to improve the health ofthe
Village by partnering with local property owners, businesses, and other stakeholders to
develop programs, policies, funding mechanisms and other initiatives to spur local
investment and foot traffic on a self-sustaining basis.
Phase Three: Months 24 through 36
In Phase Three, Urban Place will continue programs begun in the first and second years, in
addition to adding new program and project areas:
Developing a Sustainable Funding Source
• Continue property owner outreach begun in Year 2.
• Develop a PBID or other funding mechanism based on input and consensus from
stakeholders.
Facilitating New Investment
• Recruit new businesses to the region and encourage property owners to place
desirable tenants in the Village.
• Facilitate new residential and commercial development.
• Develop a recruitment plan for a public or private market or grocery.
• Work with the City, its planning consultant, and community stakeholders to develop a
comprehensive Village Master Plan update.
• Assist in implementation of Capital Improvement Projects and identify new potential
projects for funding.
• Develop bylaws and Board of Director structure for Carisbad Village Development
Foundation (pending 501 c(3)).
Activating the Village
• Continue programs, such as the Farmers' Market, Friday Night Live, and Flicks at the
Fountain, to activate the Village.
• Explore the possibility of a "Village Green" pilot project to increase community
gathering space.
Marketing and Communication
• Continue weekly email newsletter blasts, monthly articles for Chamber newsletter
column, and social media updates.
• Unveil a new, mobile-responsive, map-based website for www.carisbad-village.com.
• Coordinate marketing around various Village events mentioned above.
Organizational Development
• Assist and advise CVA Board of Directors in overseeing events and operations.
• Continue to improve the stability and image of CVA through quality events, consistent
communication, and dedicated leadership.
• Coordinate an expansion plan for the CVA Board of Directors to develop a strong
merchant-based leadership organization.
Developing a Parking Management Program
• Conduct a parking study and analysis.
• Work with Village stakeholders to understand needs and develop appropriate parking
demand management
• Coordinate with City to set implementation measures in place.
Phase Three Deliverables
1. Continuation of programs and projects implemented in the first and second years
(ongoing).
2. Development of materials and process to support establishment of a PBID or other
funding mechanism (by March 2015).
3. Public outreach assistance for the Barrio and Village Master Planning process
(ongoing).
4. Development of bylaws and Board structure for Carisbad Village Development
Foundation (by December 2014).
5. Unveiling of new Village website (by May 2014).
6. Expansion of CVA Board (in June 2014 and in December 2014).
7. Completion of a parking study and analysis (by September 2014).
8. Development of a parking management program (by October 2014).
9. Monthly status update meetings with City staff (ongoing).
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EXHIBIT 3
VILLAGE
REVITALIZATION
PARTNERSHIP
YEAR ONE ACCOMPLISHMENTS
Goal: The goal of fhe Village Revifalizafion Parfnership is fo improve fhe healfh of fhe
Village by parfnering wifh locai properfy owners, businesses, residenfs, and ofher
sfakeholders fo develop programs, policies, funding mechanisms and ofher inifiafives
fo spur locai invesfmenf and foof fraffic on a self-susfaining basis.
U RBAN PLACE
Coniultux^ Qi'ou,p I rxc .
In Year One, Urban Place Consulting Group focused on building stakeholder
relationships and implementing highly visible pilot projects to spur community interest
and foot-traffic.
Build Trust with Stakeholder Groups
• Held meetings with resident, business owner, and property owner groups.
• Reformatted the former Redevelopment Agency's "Village Voices" meeting to
a monthly meeting with defined topics and speakers.
• Developed the "Village Workshop" as a public forum and design space.
• Developed working relationships with Chamber of Commerce and Visit
Carlabad.
Understand the Needs and Reinforce the Vision
• Conducted resident, business owner, and property owner surveys.
• Conducted user intercept surveys.
• Conducted pedestrian and bicycle counts in the shoulder season (April) and
peak season (August).
• Conducted an occupancy and turnover study of on-street and off-street
public parking.
• Reviewed existing documentation, such as the Village Master Plan, Colthorpe
plan, and Kennedy study.
Develop Projects to Jump Start Revitalization
• Developed pilot projects and worked with City staff to implement them quickly.
Projects include:
o Bench turnaround
o Hanging flower baskets
o Trash can "beauty contest"
o Concrete planter removal and relocation
o Decorative lighting on State Street trees
o Decorative lighting on Carisbad Village Drive poles
o Bike rack pilot project
o Curb cafe pilot program
• Worked with City staff to write Capital Improvement Program proposals for
expansion of pilot projects, including:
o Decorative lighting
o Hanging flower baskets
o Pedestrian safety lighting
o Parking wayfinding signage
o Pedestrian and bicycle wayfinding signage
Improve Marketing and Communication
• Established the "Village Works" brand to convey forward momentum in Village
revitalization efforts.
• Conducted research on Village businesses and developed a printed business
directory distributed to hotels, businesses, and the visitor center.
• Created and maintained the www.carisbad-village.com website, which lists all
businesses in the Village, as well as information on events, access, and news.
• Hosted monthly "Village Voices" community meeting on various timely topics.
• Produced monthly articles for Carisbad Chamber newsletter.
• Produced press releases and marketing materials for Village news and events.
• Established and produced weekly email blast delivered to over 1,200 list
members.
• Produced daily or weekly social media updates.
• Produced communication and advertising materials related to CVA events
such as the farmers' market and Friday Night Live.
• Developed a property owner database with parcel and building information.
Leadership and Organizational Development
• Worked extensively with the Carisbad Village Association (CVA) as interim
manager and mentor.
• Reduced CVA Board of Directors size and streamlined activities.
• Moved the CVA office into the Village Workshop.
• Assisted and advised CVA Board of Directors in overseeing events and
operations.
• Worked to improve stability and image of CVA through new and improved
events, consistent communication, and dedicated leadership.
Explore Additional Funding Sources
• Working with the City's Transportation Department, wrote grants and assisted
with grant applications for SANDAG Active Transportation grants totaling
$300,000.
Summary
Year One projects and programs were visible and quick to implement, such as the
decorative tree lighting and bike rack pilot projects. Our efforts next year will focus on
"behind-the-scenes" efforts such as building relationships, communicating
opportunities with potential investors, and focusing on economic development
strategies.
)3
VILLAGE
REVITALIZATION
PARTNERSHIP
YEAR TWO ACCOMPLISHMENTS
Goal: The goai of fhe Village Revifalizafion Parfnership is fo improve fhe healfh of
fhe Village by parfnering wifh local properfy owners, businesses, residenfs, and
ofher sfakeholders fo develop programs, policies, funding mechanisms and
ofher inifiafives fo spur local invesfmenf and foof fraffic on a self-susfaining basis.
U RBAN PLACE
ConiiA,ltin^ Group Inx:.
iM
In Year Two, Urban Place Consulting Group continued programs begun in the
first year, such as economic development, marketing, communication, and
organizational structure development. In addition, we added new program and
project areas.
Facilitating New Investment
We ramped up our economic developmenf efforts wifh face-fo-face meefings
wifh brokers, developers, pofenfial business owners, and properfy owners in
order fo communicafe fhe opporfunifies for invesfmenf in Carlsbad Village.
• Facilitated over 30 meetings with broker and developer teams interested
in investing in the Village, including:
o State and Oak LLP o CCI Partners
o Colliers International o Del Sol Resources
o Wavecrest Hotels and o Signature Real Estate
Resorts o Vesta Pacific
o Lee & Associates Development
o Sea Coast Exclusive o Pacifica Companies
Properties o Axia Real Estate
o KW Commercial o IntraCorp
o Berkshire Hathaway o S.D. Malkin Properties
o Whittlesey Doyle Land o Sterling Development
Brokers o Pouch Investments
o Mission Equities o M. Benjamin + Co.
o Cushman & Wakefield Development
Worked with City staff to develop short-term amendments to the Village Master
Plan to spur new investment.
Hosted a "Broker Reception" to educate brokers on new Master Plan
amendments.
Tracked over $43 million in new private investment in the Village in the past two
years.
Tracked an 8.7% sales tax increase in the Village area in the past two years.
Tracked a 7% increase in "excellent" ratings for the Village since 2011,
according to the 2013 Citywide Public Opinion Survey.
Tracked an 89% increase in the ratio of public funding to private investment
since 2011, according to the City's 2013 State of Effectiveness Report.
Worked with City staff to begin the process to update the Village Master Plan,
o Reviewed Request for Proposals.
o Sat on finalist selection committee and participated in finalist firm
interviews.
Worked with City staff to implement Capital Improvement Projects:
o Provided recommendations for flower basket locations.
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o Coordinated with staff to identify priority areas for decorative lighting,
o Assisted staff in marking bike rack locations.
o Worked with local merchants to provide bike racks or corrals in front of
their storefronts as desired,
o Sat on advisory committee for branding of the Village wayfinding
signage.
• Established the Carisbad Village Development Foundation (CVDF) non-profit
organization to be the development and fundraising arm of the Village
partnership.
• Applied for 501 c(3) non-profit status for the CVDF.
Streamlining Regulation
• Assisted new businesses from the region, and local businesses, with land use
and development issues and with the City's permitting process.
o Carruth Cellars o Paon
o Relm Winery o Carnitas Snack Shack
o Knockout Pizza o On the Tracks Brewery
o Carisbad Urgent Care o Roosevelt Center
• Assisted local businesses with the process to establish curb cafes:
o Garcia's
o The Australian Grill
o Boar's Cross'n
o Mas Fina Cantina
Activating the Village
• Worked with the Carisbad Village Association (CVA) and City staff to relocate
the Farmers' Market to State Street.
• Increased Farmers' Market net income by 150%, which goes back into Village
events and marketing.
• Attracted approximately 500 - 600 customers per week to the Farmers' Market.
• Managed Farmers' Market operations on a weekly basis.
• Conducted a parking study, pedestrian counts, and user intercept surveys
surrounding the new Farmers' Market.
• Worked with the CVA to establish and coordinate "Flicks at the Fountain," a
free 8-week outdoor community movie event that drew 200 - 300 people per
evening.
• Worked with the CVA to continue the "Friday Night Uve" music busker series
from April through October, and for a holiday encore in December.
• Hosted a weekend community meeting and workshop on a public market
concept for Carisbad Village, with over 30 attendees.
/(5
• Worked with a public market consultant to conduct a feasibility study for a
public market concept.
Marketing and Communication
• Hosted monthly "Village Voices" community meeting on various timely topics.
• Presented at the "State of the Village" community update meeting at Heritage
Hall.
• Produced monthly articles for Carisbad Chamber newsletter.
• Produced press releases and marketing materials for Village news and events.
• Produced weekly email blast delivered to over 1,200 list members.
• Produced doily and weekly social medio updates and grew the Carisbad
Village Facebook page from 0 to over 1,000 fans.
• Contracted with a website development firm to redesign the Carlsbad Village
website into a fully-responsive and geo-coded format (to be unveiled in late
Spring 2014 - draft preview below).
Organizational Development
• Assisted and advised CVA Board of Directors in overseeing events and
operations.
n
• Worked to improve stability and image of CVA through new and improved
events, consistent communication, and dedicated leadership.
• Coordinated an expansion plan for the CVA Board of Directors in 2014 to
develop a strong merchant-based leadership organization.
Developing A Sustainable Funding Source
• Established a property owner Steering Committee to explore the establishment
of a property-based Business Improvement District (PBID).
• Held 11 open Steering Committee meetings to build consensus around the
elements of a PBID management plan.
• Expanded PBID interest email database to over 50 stakeholders.
• Involved major stakeholders, including North County Transit District and the
Shops at Village Faire.
• Created and refined a property owner database with property data,
ownership data, and assessment data.
• Reached consensus on proposed programs, budget, boundaries, term,
assessment methodology, and yeariy increase cap.
Summary
Whereas Year One projects and programs were visible and quick to implement, such
as the decorative tree lighting and bike rack pilot projects, our efforts this year have
focused on "behind-the-scenes" efforts such as building relationships,
communicating opportunities with potential investors, and focusing on economic
development strategies.
"Today*S farmers' market was anofher exce//enf sales day for us. Our sfore
was crowded fo fhe poinf of chaos more fhan once during fhe day. Our sales figures
were fhe besf of fhe week and fhe second highest in a 7 day period. I cannof waif fo
see whaf spring and summer brings...
Thanks for bringing some life back to the Village and
supporting small business!"
- Chrisfine Davis, Coolesf Shoes in California
i8
MorgenJFr^
Subject: FW: appreciation
From: wiiliam ostrie rmailto:williamostrie@att.netl
Sent: Monday, April 07, 2014 3:41 PM
To: Council Internet Email
Subject: Fw: appreciation
: Receive - Agenda Item # j^tf^
For ihe Information of the:
cn;/ COUNCIL
AGM^^A / CC
Ov 8 i^^g City Manager ^ .
Forwarded Message
From: wiiliam ostrie <williamostrie(ia).att.net>
To; "counci@carisbaclca.qov" <counci@carisbadca.qov>
Sent: Friday, April 4, 2014 2:35 PM
Subject: appreciation
Thank you for recognizing the opportunities for the continuous hnprovement of the Village and Barrio by
bringing Urban Place Consulting and Dover, Kohl to facilitate the process.
I believe that Urban Place has contributed greatly to developing the Village and should continue to be a key
player.
Bill Ostrie
Property Owner:
Carlsbad Village Art & Antique Mall
2752 State St
619-246-6663
Date:
Distribution:
City Clerk
Asst. City Clerl<
Deputy Clerl<
Boot<
ll I ^
CHAMBER OF COMMERCE
April 7, 2014
IVIayor and City Council
City of Carlsbad
1200 Carisbad Village Dr.
Carisbad, CA
Dear IVIayor Hall and Councii Members:
The Carisbad Chamber of Commerce supports City Councii Resolution 2014-061 extending the contract
of Urban Places, the consulting firm revitalizing the village, for a period of 11 months until March 13,
2015. The firm has met all its assigned milestones to date and with the extension it would allow urban
Places to complete the full scope ofthe contract they entered into March 2012.
The goal of the Village Revitalization Partnership is to improve the health of the village by partnering
with local property owners, businesses, residents, and other stakeholders to develop programs, poiicies,
funding mechanisms and other initiatives to spur local investment and foot traffic on a self-sustaining
basis. Over the last two years they have met the majority of those goals.
Since the inception ofthe contract. Urban Places has delivered on a number of outcomes including
facilitating new investment, streamlining regulation, activating the Village, developing marketing and
communication materials to name but a few topics.
During that same period oftime they have activated key metrics associated with the village including the
following:
--Over $43 million in new private investment in the Village over the last 24 months.
-An 8.7 percent sales tax increase in the Village area over the past 24 months
- A 7 percent increase in "excellent" ratings for the Village since 2011 in the resident survey
-An 89 percent increase in the ratio of public funding to private investment since 2011
In addition to the aforementioned items they have been very active working with city staff on the
process of creating an update to the Village Master Plan.
it goes without saying thaf ^lie*VfHag# is alfve and underway in a facelift and revitalization that is long
overdue. •• fr'.'.' ' " '»'
Ted Owen, f^resident/CEO