HomeMy WebLinkAbout2011-05-24; Housing & Redevelopment Commission; 429; CREATE A VILLAGE REVITALIZATION PARTNERSHIPCITY OF CARLSBAD
HOUSING AND REDEVELOPMENT COMMISSION
AGENDA BILL
17
AB#
MTG.
DEPT.
5/24/11
MGR
DIRECT STAFF TO DISTRIBUTE A
REQUEST FOR PROPOSALS TO
CREATE A VILLAGE REVITALIZATION
PARTNERSHIP PROGRAM
DEPT. DIRECTOR
CITY ATTORNEY
CITY MANAGER
RECOMMENDED ACTION:
Direct staff to distribute the Request for Proposals (RFP) for the Village Revitalization
Partnership Program, with minor, non-substantive amendments as appropriate, to work with
property owners, businesses and other stakeholders in the Village Area to create a program,
policies or other financing mechanisms to spur local investment and foot traffic.
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 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 an RFP to identify an appropriate
contractor to implement the above noted revitalization partnership program for the Village.
On May 10, 2011, the Housing and Redevelopment Commission appointed Commissioner
Douglas to work with Agency staff in the development of the RFP. Upon receipt of proposals, it
was the Commission's intent to then have Commissioner Douglas participate on a Citizens'
Advisory Committee to include three to five additional persons from the community to evaluate
proposals and return with recommendations to the full Commission on the costs, ways and
means of implementing the proposal.
The attached draft RFP aims to create a relevant scope and objective measures for the
evaluation of proposals to implement the noted Village Revitalization Partnership Program. It is
the result of input received at the March 15, 2011 Council Workshop as well as work by
Commissioner Douglas and Agency staff.
DEPARTMENT CONTACT: John Coates 760-434-2821 john.coates@carlsbadca.gov
FOR CITY CLERKS
COUNCIL ACTION:
USE ONLY.
APPROVED
DENIED
CONTINUED
WITHDRAWN
AMENDED
D
D
D
D
D
CONTINUED TO DATE SPECIFIC D
CONTINUED TO DATE UNKNOWN D
RETURNED TO STAFF D
OTHER - SEE MINUTES D
Commission directed staff as recommended.
See Minutes for details.
Page 2
FISCAL IMPACT:
Other than the expenditure of Commissioner and staff time, it is not anticipated that the
solicitation of proposals will have a significant cost. It is anticipated, however, that there will
be funding in a yet to be determined amount required for implementation of the project goals
and that those costs will be provided by the Carlsbad Redevelopment Agency.
ENVIRONMENTAL IMPACT:
The solicitation of proposals 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. Request for Proposals Village Revitalization Partnership Program
REQUEST FOR PROPOSALS
VILLAGE REVITALIZATION
PARTNERSHIP PROGRAM
MAY, 2011
The Carlsbad Housing and Redevelopment Commission is requesting proposals from qualified
contractors, organizations, associations and/or other interested parties to develop a program,
policies or other financing mechanisms to spur local investment and foot traffic, and increase
private and public revenues in the Village of Carlsbad through partnerships with property
owners, businesses and other stakeholders (e.g. business organizations, local non-profit
organizations, residents). The Housing and Redevelopment Commission is interested in initially
funding a new organization to assist with continuing revitalization and improvement efforts for
the Carlsbad Village Area, and helping that organization to become self-sustaining both
operationally and financially within 3 to 5 years. It is intended that the new organization will
serve as a coordinating base for property and business owner revitalization efforts in the area.
The Commission's goal is to assist in the creation of a private organization that is committed to
continuing the revitalization efforts in the Village, creating a positive visual impact at a human
scale, promoting a family-friendly destination that is both pedestrian and bicycle oriented, and
actively working to preserve and celebrate the area's natural and historical environment; all in
an effort to further cultivate a vibrant coastal Village in which to live, work, shop and play
through collaborative actions.
With expiration of the Village Redevelopment Plan in 2010, the Commission believes it is now
an appropriate time to assist in the development of a new non-governmental organization to
continue the revitalization efforts that have been ongoing in the Village since 1981. It is
important for this new organization to move the Village forward in a manner that encourages
private investment of resources, including both time and money. As indicated, this will not be a
government or city-run program, department or office. The staff will not be city employees, and
the program will not be operated out of a city facility. It will initially be funded and coordinated
through the Redevelopment Agency as a continuing program, but ultimately the organization
must become self-sustaining in its operations and finances.
This Request for Proposals (RFP) describes the Village Area, scope and objectives of the work,
qualifications requirements, and related documents.
Description of Village Area
The Village Area represents approximately 200 acres of the City of Carlsbad and is located
within the oldest part of the City. It represents the original and current "downtown" area of the
city. The Village experienced early days of prosperity with the construction of large hotels and
spas, but by the 1980s the area was beset with problems common to many older downtowns.
Through redevelopment efforts, which were in place from 1981 to 2010, there was an
investment of nearly $30 million in public infrastructure (e.g., public parking, storm drains,
landscaped medians and other streetscape improvements) and revitalization programs. Seedy
bars and rundown establishments were replaced by a boutique assortment of appealing retail
shops, commercial services and restaurants. While the redevelopment phase was successful,
the Housing and Redevelopment Commission, City Council and the community know that the
revitalization and renaissance efforts will continue for many years to come and need to be
based in the private sector to be successful in the long term. The Village is very important to the
community, and the community has expressed its desire for continued revitalization of the
Village. In addition, both the City of Carlsbad and the San Diego Association of Governments
have designated the Village as a smart growth opportunity area thereby encouraging future
sustainable development and ongoing revitalization efforts.
The boundaries of the Village are Interstate 5 on the east, the Pacific Ocean on the west, the
City limits on the north, and approximately Walnut Avenue on the south. Attached is a map of
the Village Area. The Housing and Redevelopment Commission together with the City Council
adopted the Village Master Plan and Design Manual which sets forth a future vision for the
area as well as goals and objectives. The Vision for the Village provides that the Village:
....has a distinct visual identity that makes it unique and a memorable place with
identifiable landmarks.
....strives for excellence through high quality, well-designed private development and
public improvements.
....accommodates a wide range of land uses and also serves as a specialty retail center
for the entire City of Carlsbad.
....has a strong civic character and provides a place for people to come to be a part of
important community events.
....is a comfortable and safe place to work, shop, visit and live.
....demonstrates a welcoming attitude and a spirit of cooperation to new businesses and
developers who are interested in becoming a part of the downtown.
Attached for review are several documents which further describe the Village and related goals
and objectives for the area.
Scope and Objectives of RFP
The selected contractor, organization or other interested party will be asked to partner with the
Housing and Redevelopment Commission/City of Carlsbad to develop a non-government
program or organization to continue and expand the revitalization efforts in the Village. This
program or organization must be prepared to partner with property, businesses, and other
stakeholders in the Village to spur local investment and foot traffic in the area, and to increase
private and public revenues. The proposal for these services must include, but is not limited to
the following:
• Demonstrated understanding of anticipated goals, objectives and outcomes of the
project.
• An approach to implementation
• Key deliverables and milestones of the project and associated timelines
• Proposed organizational structure
• Establishment of an office or business presence in the Village
• Strategies for sustaining the effort, both financially and organizationally and associated
timelines
• The terms of the proposal, including annual costs associated with implementation
• Proposed fees, assessments or other costs associated with this effort
• Previous tangible experiences and successes with similar projects
Proposal Format and Instructions
The proposal should consist of:
1. A transmittal letter, briefly stating your understanding of the project and the name
and telephone number of the key contact person.
2. Complete proposal, which includes the information set forth in the scope and
objectives noted above.
Process for Selection
The Housing and Redevelopment Commission intends to implement the following process for
selection of a contractor for said project:
1. All proposals must be submitted no later than July 1, 2011.
2. The Vice Chair of the Housing and Redevelopment Commission will appoint a
citizen advisory committee to work with a Commission sub-committee to review
each proposal and participate in the selection process.
3. The Commission sub-committee together with the above noted advisory
committee will review all of the proposals, rank them, and then make
recommendations to the full Commission. This committee will also make
recommendations to the full Commission on the contract(s), operating
agreements, improvement or assessment districts, business improvement
districts or other financing mechanisms to implement the selected proposal.
4. Once a selection is made, a professional services or other contract will be
negotiated and/or finalized, and forwarded to selected contractor, organization, or
other party for execution.
5. The recommendations from the Commission subcommittee and advisory
committee together with the executed contract will be submitted to the Housing
and Redevelopment Commission for final approval at a public meeting.
It is anticipated that the entire process for requests for proposals, selection of a contractor and
execution and approval of the contract will take approximately 3 to 4 months.
Evaluation Criteria
Proposals will be reviewed and ranked as set forth above. Selection will be based on the factors
listed below, but may not be limited to these factors:
• Demonstrated understanding of expected outcomes of the project
• General knowledge of the Village Area, and/or awareness of the type of issues typically
faced by the property and/or business owners of an older downtown area, historical
preservation and efforts required for successful revitalization
• Familiarity with the local successes and previous challenges associated with Village
revitalization efforts
• Scope of proposed plan, methodologies and costs suggested to achieve the desired
outcomes
• Relevant experience and qualifications of the firm/individual.
• Demonstrated capacity of the firm/individual to implement the proposed plan, and
unspecified value added offering by the firm/individual.
• Referrals from other successful projects and/or visual examples of previous work
Proposal Submittal
Final proposals, to include 10 bound copies and a CD of the complete proposal, shall be
submitted to the City Manager's Office for the City of Carlsbad by no later than 5:00pm on
July 1, 2011. Please submit all qualifications to:
JOHN COATES
ASSISTANT CITY MANAGER
CITY OF CARLSBAD
1200 CARLSBAD VILLAGE DRIVE
CARLSBAD, CA. 92008
If you have questions regarding this Request for Proposals or the attachments, please contact
John Coates at (760) 434-2821.
This Request for Proposals does not commit the City of Carlsbad to enter into an agreement or
to award a contract, or to pay for any costs incurred in the preparation of the proposals. The City
reserves the right to accept or reject any and all proposals received as a result of this request,
to negotiate with a qualified source, or cancel in part, or its entirety, this Request for Proposals if
it is determined to be in the best interest of the City of Carlsbad to do so.
Attachments:
1. Map of the Village Redevelopment Area (on CD).
2. Village Master Plan and Design Guidelines (on CD).
3. Retail Analysis, and Business Development and Marketing Plan (on CD)
4. Peter Calthorpe Report for Village Area (on CD).
Village Revitalization Partnership,Request for ProposalsJohn CoatesMay24,2011May 24, 2011
RequestforProposalsRequest for Proposals•DevelopaprogrampoliciesorfinancingDevelop a program, policies, or financing mechanisms•Seedmoneyfromthecity•Seed money from the city•Non‐governmental organization•Coordinating base for property and business owners•Commission’s goal
BackgroundBackground•HeartofthecityHeart of the city•Redevelopmentidhi•Designated a smart growth opportunity area 3
4
ScopeandObjectivesScope and Objectives•DemonstratedunderstandingofgoalsDemonstrated understanding of goals, objectives and outcomes•Approachtoimplementation•Approach to implementation•Key deliverables, milestones of the project and idiliassociated timelines•Proposed organizational structure5
ScopeandObjectivesScope and Objectives•EstablishmentofanofficeorpresenceEstablishment of an office or presence•Strategies for sustaining the effortfhl•Terms of the proposal•Proposed fees, assessments or other costs associated with this effort•Previous tangible experiences and successesgp6
EvaluationCriteriaEvaluation Criteria•DemonstratedunderstandingofexpectationsDemonstrated understanding of expectations•General knowledge of Village, local successes andpreviouschallengesand previous challenges•Scope of plan and methodologies •Relevant experience, demonstrated capacity•Demonstrated success from prior projectsppj7
ProcessforSelectionProcess for Selection•July12011July 1, 2011•Review of proposalsSbifllCii•Sub‐committee report to full Commission•Establish a contract •Recommendations and executed contract presented for approval at a public meetingppppg8
Village Revitalization Partnership, Proposal SubmittalJohn CoatesAit tCitMAssistant City ManagerCity of Carlsbad1200 Carlsbad Village DriveCarlsbad,CA92008Carlsbad, CA 920089