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Home My WebLink About1984-12-18; Housing & Redevelopment Commission; 38; Perform a Market Feasibility StudyHOUSING AND -EDEVELOPMENT COMMISS-/N - AGENDA BILL J8 AB# 38 = REQUEST FOR PROPOSALS TO PERFORM A MTG,l2/18/84 MARKET FEASIBILITY STUDY FOR CARLSBAD ClTYAJlY DEPT. RED REDEVELOPMENT AGENCY CITY MGR.~ RECOMMENDED ACTION: Redevelopment Commission authorize staff to solicit proposals for a market feasibility study for the Redevelopment Area. ITEM EXPLANATION The City of Carlsbad Redevelopment Agency is in its third year of operation (Redevelopment Plan adopted August 1981). Development and economic growth patterns in the Redevelopment area have prompted a review of the Redevelopment Plan. The agency would like to see a detailed analysis of the area and its surroundi] ng sphere of influence to determine the arowth and economic potential to the Citv. The study will be utilized to assist in directing the overall redevelopment efforts of the City. The complete study will consist of several parts: I. Market Study and Fiscal Impact Analysis of the Redevelopment Area and its surrounding sphere of influence to include a determination of growth potential. II. Review and update of Redeveloment Plan land-use designations, circulation plan and implementation activities. III. Evaluate feasibility of expansion of Redevelopment Area. Revitalization of the area is occuring at a rapid rate and in some cases in patterns that were unanticipated. As a logical step in the Redevelopment process to optimize the economic potential and opportunities of the area, staff has prepared this Request for Proposal for a feasibility study we are seeking a multidisciplinary consulting firm to assist in the orderly implementation of Redevelopment efforts by performing the necessary study. If the Commission desires this action, it should direct staff to seek proposals and return with bid estimates. FISCAL IMPACT Estimated cost $50,000-$75,000 for a study of this scope. EXHIBITS l- Request for proposal 2- Redevelopment Area Map REDEVELOPMENT AGENCY CITY OF CARLSBAD REQUEST FOR PROPOSAL FEASIBILITY STUDY: COMMUNITY REDEVELOPMENT AGENCY INTRODUCTION REQUEST FOR PROPOSALS CITY OF CARLSBAD REDEVELOPMENT AGENCY The City of Carlsbad Redevelopment Agency is in its third year of operation. Development and economic growth patterns in the Redevelopment area have prompted a review of the Redevelopment Plan. The Agency would like to see a detailed analysis of the area and its surrounding sphere of influence to determine the growth and economic potential to the City. The study will be utilized to assist in directing the overall redevelopment efforts of the City. The complete study will consist of several parts: I. Market Study and Fiscal Impact Analysis of the Redevelopment Area and its surrounding sphere of influence to include a determination of growth potential. II. Review and update of Redevelopment Plan land-use designations, circulation plan and implementation activities. III. Evaluate feasibility of expansion of Redevelopment Area. BACKGROUND Carlsbad is a rapidly growing City with a population of 39,000. It is located on the northern coast of San Diego County, thirty miles north of downtown San Diego. It is bordered on the north by the City of Oceanside and by Vista and San Marcos to the east. The area's projected population for 1995 is 93,325. Carlsbad has a well balanced combination of industrial, commercial and residential development, including a large regional shopping center, an auto- retail center with several dealerships, a large industrial park and a regional airpost. The City contains three lagoons, extensive agricultural areas and large tracts of undeveloped land. The Redevelopment Area is in the north west sector of the City in the older Central Business District. It represents a population of 5,000+ and approximately 400 small businesses with some light manufacturing. The area is bordered on the east by lnterstate Highway 5 and west by the Pacific Ocean. Revitalization of the area is occuring at a rapid rate and is some cases in patterns that were unanticipated. As a logical step in the Redevelopment process to optimize the economic potential and 3 opportunities of the area, the Redevelopment Agency has prepared this Request for Proposal for a feasibility study. The City of Carlsbad Redevelopment Agency is seeking a multidisciplinary consulting firm to assist in the orderly implementation of Redevelopment efforts by performing the necessary study. SCOPE OF CONSULTANT SERVICES Part I - Part II - Market Study and Fiscal Impact Analysis of the Redevelopment Area and surrounding sphere of influence to determine its economic and demographic growth potential. A. B. C. D. E. F. Assess the Redevelopment Area and its surrounding sphere of influence with respect to circulation, access, visibility, transportation routes and environmental influences. Analyze key demographic and economic characteristics such as commercial growth trends, employment growth, traffic patterns, etc., in the market area. Determine the general level of demand for commercial uses (including hotel/resort, office, light industrial and retail) and housing in the Redevelopment and adjacent area. Provide a general marketing assessment of existing commercial uses in the area including an identification and general survey of existing uses within the Agency's regional and community marketing areas. Identify and compile available marketing data related to relevant planned and proposed developments in the competitive market area and determine the marketing impact of such developments in the Redevelopment Area. Develop a general marketing strategy for the Redevelopment Area to encourage or attract those who will fulfil the good of optimal development. Based on the analysis conducted above Update the Redevelopment Plan Land-Use desisnations, c'irc'ulation plan L and lmplementa'tion a'ctivl'tles. Each recommendation should be accompanied by a forecast of the "anticipated tax increment funds"- other reasonable revenue sources or benefit that can be applied to the identified program. -2- Part III - Evaluate the feasibility of Expanding the Redevelopment Area. Based upon the analysis conducted above smmend scenarios for expansion of the Redevelopment Area and/or adoption of additional Redevelopment Project Area(s). Such recommendations should be accompanied by justifications, projected benefits and economic profiles for the City's use in determining their feasibility. GENERAL INSTRUCTIONS FOR PREPARING PROPOSALS A. The proposal should be in sufficient detail to allow a thorough comparative analysis. It should contain the following sections: The Management Section shall include: A brief description of the proposer's firm, including organizational structure, location of principal offices, number of personnel and other pertinent information. A brief description of similar projects successfully completed by the proposer's firm in the recent past, together with client references for each such project. The names of the project leader and all other personnel, in- cluding possible subcontractors or jointly participating firms involved in the execution of the contract pursuant to this RFP, their qualifications, the specific work they will perform, and their percentage contribution to the total effort. The name, title, address and telephone number of the individual(s) with authority to negotiage and contracturally bind the proposer. The Study Requirements Section shall define: The proposer's concept of the work required to fulfil1 the requirements of the Statement of Work. Eash task should be well-defined in terms of scope and depth of analysis required. 'The p .r'o p .oo's'e'r, ma 'S'u, gg'e'st 'additional areas of 'analysis' n'o't 'l'n'clude'd 'i'n 'the' Statement 'of Work 'whi'ch ~111 'enhance' the' 'pro]'e'ct . The' 'Cost S'ummarv Section shall indicate: The range of estimated costs and manhours for each subtask, and a "not to exceed" price for the entire contract. The "not to exceed" amount is primarily for budgeting purposes -3- and is not to be considered a bid although it will become one of several factors used in final'selection of a consultant. The Schedu'le Section should include: The time frame required to complete the project. Tasks are subsequently interdependent should be so noted to facilitate analysis. This is a high priority project and consideration will be given for timely completion. The proposal should be as concise as possible. Brochures of similar projects undertaken by the firm will aid in the presentation of a more effective proposal are encouraged. PROPOSAL EVALUATION A. Evaluation Criteria The proposals will be judged according to a combination of criteria to include: 1. Experience of the firm, individual or staff; 2. Demonstrated ability to perform related or similar work satisfactorily as confirmed and evidenced by references; 3. Adherence to submission or other requirements as outlined in this request; and 4. Cost effectiveness. 5. All proposals will reviewed and rated by the Department of Building and Planning. 6. If it is deemed necessary, the top-ranking candidates will be required to appear for interview. It is expected that not more than three firms will be interviewed. B. The Deparmtent of Building and Planning will recommend to the City Council the consultant which it believes is best qualified to assist staff. After a determination by the Council, it is expected a mutually satisfactory contract will then be negotiated. If the selected consultant and City officials fail to reach an agreement, negotiations will be terminated and another firm will be invited to negotiate. -4- 6 GENERAL INFORMATION A. The Department of Building and Planning will review and monitor the consultant's work and will be responsible for the coordination of the redevelopment process. B. A tentative time schedule for the project is as follows: Deadline for Request for Proposals . . . . . . ..August 30, 1984 C. Ten (10) copies of the proposal shall be submitted to the Director of Building and Planning, no later than 5:00 PM on August 30, 1984. D. The proposal should be signed by an authorized official of the firm and should contain a statement to the effect that the proposal is firm for a period of not less than 90 days after the closing date. E. The City reserves the right to reject any or all proposals. All proposal become the property of the City of Carlsbad. F. Fee, terms, conditions, and scope of the final contract will be derived on the basis of professional negotiation between the City and the prospective consultant. G. This RFP does not commit the City of Carlsbad to award a contract or to pay any costs incurred in the preparation of a proposal pursuant to the RFP. H. If there are any questions regarding this RFP or the project, please address inquiries to: Martin Orenyak, Director of Building and Planning, City of Carlsbad, 1200 Elm Avenue, Carlsbad, California 92008, phone 438-5525. -5- 7 ..t . - -- ..- --_ I .-- q