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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ACTION: APPROVED Jk CONTINUED TO DATE SPECIFIC • DENIED • CONTINUED TO DATE UNKNOWN • CONTINUED • RETURNED TO STAFF • WITHDRAWN • OTHER-SEE MINUTES • AMENDED • Page 2 Extension of the Professional Services Agreement With authorization from the City Council in February 2012, city staff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 3 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 3 20 21 22 23 24 25 26 27 28 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 6 7 8 9 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 13 mechanisms and/or other initiatives to spur local investment and foot traffic on a self- 14 sustaining basis for the Village Area; and 15 WHEREAS, Urban Place has delivered on a number of outcomes including facilitating 16 " 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 /// /// /// /// /// /// 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 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 3 4 5 6 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. /// /// /// /// /// /// /// /// /// /// /// /// /// 24 /// 25 /// 26 /// 27 28 5 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: 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 23 24 25 26 27 28 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. /// /// /// /// /// City Attorney Approved Version 1/3(V13 7 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). 10 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. 5 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