HomeMy WebLinkAboutRDA 03 INTERRA STRAT. 02-02-98RDA NO. 3
2-2-98
·
DATE'
FEBRUARY 2, 1998
Inter-Com
TO:
FROM:
SUBJECT:
WILLIAM A. HUSTON, EXECUTIVE DIRECTOR
REDEVELOPMENT AGENCY STAFF
CONSULTANT SERVICES AGREEMENT WITH INTERRA STRATEGIES, INC. FOR
PREPARATION OF A MARKETING AND MEDIA PLAN FOR MCAS-TUSTIN
RECOMMENDATION
It is recommended that the Redevelopment Agency authorize the Executive Director to execute a
Consultant Services Agreement between the Tustin Community Redevelopment Agency and Interra,
Inc. to develop a Marketing and Media Plan for the MCAS-Tustin property.
· FISCAL IMPACT
The cost of the primary scope of services is a not-to-exceed amount of $130,000 which is likely to
extend beyond the Fiscal Year 1997-98 through Fiscal Year 1998-99. Funding would come from the
following sources:
25,000 Federal grant from the Office of Economic Adjustment (OEA);
30,000 CDBG funds already allocated for the project;
13,645 MCAS-Tustin Redevelopment Agency funds; and
41,355 Reallocation of CDBG MCAS-Tustin funds scheduled for February 2, 1998.
10,000
Since the Consultant's work will extend beyond Fiscal Year 97-98, the Consultant has agreed to defer
billing for up to $20,000 of the proposed budget amount until after July 1, 1999. The $20,000 balance
of the expenditure will come fi.om a request for Fiscal Year 1998-99 CDBG funds subject to the
approval by the City Council. If the $20,000 is not approved as part of the CDBG program funding
allocation, a future appropriation of Redevelopment Agency funds will be requested.
William A. Huston
Interra Strategies, Inc.
February 2, 1998
Page 2
The Consultant may provide services in addition to those'specified in the primary scope of services.
The terms and compensation of such services will be separately negotiated as needed. IfMCAS-Tustin
Redevelopment funds are not available when additional services may be requested, an additional
appropriation for such services may be needed at that time.
BACKGROUND AND DISCUSSION
The City, as the Local Redevelopment Authority for MCAS-Tustin, has prepared and is processing the
MCAS-Tustin Reuse Plan/Specific Plan and will shortly initiate negotiations with the Department of
the Navy for the conveyance of approximately 1,100 acres of land located on the base through an
Economic Development Conveyance (EDC). As part of the effort to maximize the City's opportunity
for success in implementing this major redevelopment program, the Agency solicited Request for
Proposals (RFP) for development of a Professional Marketing and Media Plan in early September,
1997. It is staff's desire to augment existing staff resources with a professionally prepared, focused,
strategic marketing plan.
The Agency received six proposals on October 10, 1997 in response to its solicitation. Attachment I is
a summary of all initial responses. Firms submitting proposals included the following:
· CB Commercial with Amies Communications;
· E.Y. Kenneth Leventhal with Gladstone International and Hawkins Advertising;
· Grubb & Ellis Company with Cooley Company;
· Interra, Inc. with Lee & Associates;
· LFC Marketing services, Inc.; and
· Stoorza Ziegaus & Metzger with Keyser Marston Associates and Roger Faubel Public Affaks.
The proposals were reviewed by an evaluation committee comprised of Agency staff and two
representatives of the Economic Development Council - MCAS Marketing Committee. After the
Evaluation Committee's thorough screening of the proposals and verification of references, interviews
were conducted by the Evaluation Committee with the three best qualified consultant teams the week
of November 17, 1997. Interra, Inc. was selected by the Committee to be recommended for the
proposed consulting services, based on.a the responsiveness of their proposal to the City's objectives,
strength of their local market knowledge, comparable experience, and proposed budget.
Attached is the proposed Consultant Services Agreement between the Redevelopment Agency and
Interra, Inc. The Agreement provides for the completion of the multiple task work program described
below within approximately five months of receipt of a Notice to Proceed. The total compensation
under the Agreement provides for the payment by the City to the Consultant for the actual time of
William A. Huston
Interra Strategies, Inc.
February 2, 1998
Page 3
work performed and material costs expended in a not-to-exceed fixed amount of $130,000. The City
is intending to fund the Scope of Services in the Agreement through Redevelopment Agency funds and
grant funds secured from the federal Department of Housing and Urban Development and the
Department .of Defense Office of Economic Adjustment. The Agreement reserves for the Agency the
ability, at its sole discretion, to have In~erra provide additional services related to the implementation of
the marketing plan. If Agency staff believes such additional services will be necessary, the Executive
Director will have the ability to negotiate terms and compensation. In the event funds for consultant
services are not available at that time, staff may need to return to the Agency for additional
appropriations at that time.
The Agreement calls for the Consultant to provide those services specified in the City'.s Request for
Proposals (attached as Exhibit "B") and in the Consultant's proposal (attached 'as Exhibit "A")
including the following scope of services:
Task I Strategic Framework
A. Prepare a programming outline to codify the vision, establish enduring principles, clarify the
objectives and delineate a framework for the Marketing Plan preparation and
implementation.
B. Prepare an analysis of the MCAS-Tustin Reuse Plan's strengths, weaknesses, opportunities
and threats in the context of developing near-term and long-range marketing goals and
objectives, identif~g target audiences and market segments and strategies for achieving
the most effective means for outreach to individual markets. "
C. ReView of existing marketing efforts and materials and identification of strategic fit
Opportunities for dove-tailing existing marketing efforts with the proposed Marketing Plan,
as well as identification of distinguishing elements to be addressed in the proposed plan.
Task II Market Assessment
A. Review and update the KMG (11/96) market demand analysis to assess the current market
conditions and to identify emerging market trends and opportunitiesl
B. Prepare a catalog of market outreach targets including industry leaders and decision
makers, industry trade groups, and qualified commercial, industrial land residential
developers/builders.
C. Identify potential users for near-term occupancy of existing facilities at MCAS-Tustin.
D. Identify and recommend potential economic incentives (including LAMBRA designation)
and benefit packages to be offered to users, identify how to maximize the value and
exposure of such benefit packages, and develop a process to identify and market the
incentives and benefit packages to particular business users, developers, investors and the
real estate brokerage community.
William A. Huston
Interra Strategies, Inc.
February 2, 1998
Page 4
Task III Market Vision, Theme and Identity
A. Develop a market vision for the project area which conveys the site's overall development
concept and leads to the identification of an appropriate market identity.
B. Establish a market positioning strategy and theme as a means identifying the unique site
attributes and premises in comparison to the 'surrounding competitive market that will serve
to create a distinctive place in the market for the planned development.
C. Prepare defined tactics and proprietary messages that can be used to market the site,
establishing selling propositions, communications themes and strategic messages which will
form the foundation for the marketing platform.
D. Develop a name for the site which conveys a sense of"place", the quality and scale of the
planned community, and the distinctive market position to be developed at MCAS-Tustin,
as well as any names for the specific planning areas/uses (i.e. industrial vs. residential)
within the project area.
E. Prepare a comprehensive, enduring visual image program which include a master graphics
design standards document and the design of the planned community logo, logo typeface,
colors, and materials, as will as other visual vocabulary elements to represent the site and
the planning mb-areas of the site.
F. Prepare an umbrella communications and media program including press kit components,
web site program, and a comprehensive marketing and media calendar that will guide the
execution of the strategic marketing plan in terms of priorities, proposed schedule and cost
parameters.
Task IV Strategic Marking Plan
Prepare a compilation final report which includes the results of Tasks I, II, and III, and more
specifically include:
A. A Plan for the initial marketing period to include recommendation ' for a communications
and media programming mix, schedules and a range of media budgets; and
B. A longer range marketing plan which explores altemative development programming and
site delivery scenarios in the context of potential changing market conditions.
The attached Consultant Services Agreement has been approved by the City attorney's office.
James A. Draugh~n ~
Senior Redevelopment Project Manager
Attachments
ATTACHMENT I
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:::::::::::::::::::::::::::::: :::::::::::::::::::::::::: ::::::::::::::::::::: ::::::: ::::::::: :::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::
CONSULTANT SERVICES AGREEMENT
This Agreement for Contract Services (herein "Agreement"), is
made and entered into by and between the CITY OF TUSTIN, a
municipal corporation ("City"), and Interra Strategies, Inc.',
("Consultant") .
WHEREAS, Consultant is qualified to provide the necessary
services and has agreed to provide such services; and
WHEREAS, Consultant has submitted to City a proposal, dated
October 10, 1997, a copy of which is attached hereto as Exhibit
"A", and is by this reference incorporated herein as though set
forth in full hereat (the "Proposal").
NOW, THEREFORE, in consideration of the premises and mutual
agreements contained herein, City agrees to employ and does hereby
employ Consultant and Consultant agrees to provide consulting
services as follows:
1.0 SERVICES OF CONSULTANT
1.1 Scope'of Services. In compliance with all terms
and conditions of this Agreement, the Consultant shall provide
those services specified in the "City's Request for Proposal Scope
of Services" attached hereto as Exhibit "B" and incorporated herein
by 'this reference, (the "services" or the "work") and in the
Consultant's proposal, "Exhibit A." Consultant warrants that all
services will be performed in a competent, professional and
satisfactory manner in accordance with all standards prevalent in
the industry.
In the event of any inconsistency between the terms of 'such
proposals and/or the text' of this Agreement, the text of this
Agreement and Exhibits C, D, and E shall govern.
1.2 Compliance with Law. Ail services rendered
hereunder shall be provided in accordance with all Federal, State
of California laws, and the. ordinances, resolutions, statutes,
rules, and regulations of the City of Tustin and the Tustin
Community Redevelopmeht Agency.
1.3 Familiarity with Scope of Services. By executing
this Contract, Consultant warrants that Consultant (a) has
thoroughly investigated and considered the work to be performed,
(b) has generally acquainted itself with the site of the work and
-1-
conditions there existing and (c) has carefully considered the
means and methods for performance (d) fully understands the
facilities, difficulties, restrictions attending performance of the
work under this Agreement. Should the Consultant discover any
latent or previously unknown conditions materially differing fYom
those inherent in the work or as represented by the City,
Consultant shall immediately inform City of such fact and shall not
proceed with any work except at Consultant's risk until written
instructions are received from the Contract Officer.
1.4 Care of Work. The Consultant shall adopt
reasonable methods durihg the life of the Agreement to prevent loss
or damage to materials, papers and other components thereof to
minimize lOsses of damages and shall be responsible for all such
damages until acceptance of work by City, except, such losses or
damages as may be caused by City's own negligence.
1.5 Additional Services. In accordance with the
terms and conditions of this Agreement, the Consultant shall
perform services in addition to those specified in the Scope of
Services when directed to do so in writing by the Contract Officer,
provided that Consultant shall not be required to perform any
additional services without additional, reasonable compensation.
Any. additional compensation not exceeding ten percent (10%) of the
original contract sum may be approved in writing by the Contract
Officer. Any greater increase must .be approved by the City
Manager. Other applicable provisions for additional services are
found, in SeCtions 2.3 and 2.4.
1.6 Special Requirements. Additional terms and
conditions of this Agreement which are made a part hereof are set
forth in Exhibit "C", "D" and "E" and are incorporated herein by
this reference. In the event of a conflict between the provisions
of Exhibit "A" and "B" and any other provision of this Agreement,
including Exhibits."A" and "B", the provisions of Exhibit "C", "D"
and "E" shall govern.
. .
2.0 COMPENSATION
2.1 For the service_s rendered pursuant to this
Agreement, the Consultant shall be compensated in accordance with
Exhibit C (attached).
2.2 Method of Payment. In any month in which
Consultant wishes to receive payment, Consultant shall, no later
than the first (lst) working day of such month, submit to the City
in a form approved by City, an invoice for services rendered ~prior
to the date of the invoice. City will pay Consultant for all
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expenses stated thereon which are approved by city pursuant to this
Agreement no later than the last working day of said month.
2.3 Changes. In the event of any change or changes
in the scope of work~ requested by City, the parties hereto shall
execute an addendum to this Agreement, setting forth with
particularity all terms of the Addendum, including but not limited
to any additional compensation to Consultant.
2.4 Payment for Changes. Changes approved pursuant
to an Addendum shall be compensated in amounts not in excess of
personnel hoUrly rates shown in Consultant's Proposal (Exhibit A).
3.0 PERFORMANCE SCHEDULE
3.1 Time of Essence. .Time is of the essence in the
performance of this Agreement.
3.2 SChedule of Performance. Ail services rendered
pursuant to this Agreement shall be performed within any time
periods prescribed in any Schedule of Performance attached hereto
marked Exhibit. "E". The extension of any time period specified in
the Exhibit "E" must be approved in writing by the Contract
Officer.
3.3 Force Majeure. The time for performance of
services to be rendered pursuant to this Agreement may be extended
because of any delays due to unforeseeable causes beyond the
control and without the fault or negligence of the Consultant,
including, but. not restricted to, acts of 'God or of a public enemy,
acts of the government, fires, earthquakes, floods,, epidemiC,
quarantine restrictions, riots, strikes, freight embargoes, and
unusually'severe weather if the Consultant shall within ten (10)
days of the commencement of such condition notify the Contract
Officer who shall thereupon ascertain the facts and the extent of
any necessary delay, and extend the time for performing the
services for the period of the enforced delay when and if in the
Contract Officer's judgment such delay is justified, and the
Contract Officer's determination shall be final and conclusive upon
the parties to this Agreement.
3.4 Term. Unless earlier terminated in 'accordance
with Section 7.7 of this Agreement, this Agreement shall continue
in full force and effect until satisfactory completion of the.
services.
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4.0 COORDINATION OF WORK
4.1 Representative of Consultant. The following
Principals of the Consultant are hereby designated as being the
principals and representatives of Consultant authorized to act' in
its behalf with respect to the work specified herein and make all
decisions in connection therewith: Pike Oliver, Vice Chairman..
It is expressly understood that the experience,
knowledge, capability and reputation of the foregoing Principal is
a substantial inducement for City to enter into this Agreement.
Therefore, the foregoing Principal shall be responsible during the
term of this Agreement for directing all activities of Consultant
and devoting sufficient time to personally supervise the services
hereunder. The foregoing Principal may not be changed by
Consultant without the express written approval of City.
4.2 Contract Officer. The Contract Officer shall be
the Assistant City Manager of City unless otherwise designated in
writing by the City Manager of City.. It shall be the Consultant's
responsibility to keep the Contract Officer fully informed of the
progress of the performance of the services and Consultant shall
refer any decisions which 'must be made by City to the Contract
Officer. Unless otherwise specified herein, any approval of City
required hereunder shall mean the approval of the Contract Officer.
4.3 Prohibition Against Subcontracting or Assignment.
The experience, knowledge, capability and reputation of
Consultant, its principals and employees were a substantial
inducement for the City to enter into this Agreement. Therefore,
Consultant shall not contract with any other entity to perform in
whole or in part the services required hereunder without the
express written approval of the City. In addition, neither this'
Agreement nor any interest herein may be assigned or transferred,
voluntarily or by operation of law, without the prior written
approval of City.
4.4 Independent Consultant. Neither the City nor any
of its employees shall have any control over the manner, mode or
means by which Consultant, its agents or employees perform the
services required herein, except as otherwise set forth herein.
ConSultant shall perform all services required herein as an
independent Consultant of City and shall remain at all times as to
City a wholly independent Consultant with only such obligations as
are consistent.with that role. Consultant shall not at any time or
in any manner represent that it or any of its agents or employees
are agents or employees of City.
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5.0 INSURANCE, INDEMNIFICATION AND BONDS
5.1 Insurance. Consultant shall procure and
maintain, at its cost, and submit concurrently with its execution
of this Agreement, public liability and property damage insurahce
against all claims for injuries against persons or damages· to
property resulting from Consultant's performance under this
Agreement. Consultant shall also carry workers' compensation
insurance in accordance with California worker's compensation laws.
Such insurance shall be kept in effect during the term. of this
Agreement and shall not be cancelable without thirty (30) days
written notice to City of any proposed cancellation. The City's
certificate evidencing the foregoing and designating City as an
additional named insured shall be delivered to and approved by the
City prior to commencement of the services hereunder. The
procuring of such insurance and the delivery, of policies or
certificates evidenCing the same shall not be construed as a
limitation of Consultant's obligation to indemnify the City, its
Consultants, officers, and employees. The amount of insurance
required hereunder shall include comprehensive' general liability,
personal injury and automobile liability with limits of at least
One Million Dollars ($1,000,000) combined single limit per
occurrence. Coverage shall be provided by admitted insurers with
an A.M. Best Rating of at least an AVII.
5.2 Indemnification. The Consultant shall defend,
indemnify and hold harmless the City, its officers and employees,
from and against any and all actions, suits, proceedings, claims,
demands, losses, costs, and expenses, including legal costs and
attorneys' fees, for injury to or death of person or persons, for
damage to property, including property owned by City, for errors
and omissions committed by Consultant, its officers, employees and
agents, arising out of or related to Consultant's performance under
this Agreement, except for such loss as may be caused by City's own
negligence or that of its officers or employees.
6.0 RECORDS AND REPORTS
6.1 Reports. Consultant shall periodically prepare
and submit to the Contract Officer such reports concerning the
performance of the services required by this Agreement as the
Contract Officer shall require.
6.2 Records. Consultant shall keep such books and
records as shall be necessary to properly perform the services
required by this Agreement and enable the Contract Officer to
evaluate the performance of such services. The Contract Officer
shall have full and free access to such books and records at all
-5-
reasonable times, including the right to inspect, copy, audit and
make records and transcripts from such records.
6.3 ownershiP of DocUments. Ail' drawings,
specifications, reports, records, docUments and other materi~ls
prepared by Consultant in the performance of this Agreement shall
be the property of City and shall be delivered to City upon request
of the Contract Officer or upon the termination of this Agreement,
and Consultant shall have no claim for further employment or
additional compensation as a result of the exercise by City of its
full rights or ownership of the docUments and materials hereunder.
Consultant may retain copies of 'such docUments for its own use.
Consultant shall have an unrestricted right to use the concepts
embodied therein.
6.4 Release of Documents. Ail drawings,
specifications, reports, records, documents and other materials
prepared by Consultant in the performance of services under this
Agreement shall not be released publicly without the prior written
approval of the contract'Officer.
7.0 ENFORCEMENT OF AGREEMENT
7.1 California Law. This Agreement shall be
construed and interpreted both as to validity and to performance of
the parties in accordance with the laws of the State of California.
Legal actions concerning any dispute, claim or matter arising out
of or in relation to 'this Agreement shall be instituted in the
Superior Court of the County of Orange, State of California, or any
other appropriate court in such county, and Consultaht covenants
and agrees to submit to the personal jurisdiction of such court in
the event of such action.
7.2 Disputes. In the event of any dispute arising
under this Agreement, the injured party shall notify the injuring
party in writing of its contentions by submitting a claim therefor.
The injured party shall continue performing, its obligations
hereunder so long as the injuring party cures any default within
ninety (90) days after service of the notice, or if the cure of the
default is commenced within thirty (30) days after service of said
notice and is cured within a reasonable time after commencement;
provided that if the default is an immediate danger to the health,
safety and general welfare, the City may take immediate action
under Section 7.6 of this Agreement. Compliance with the
provisions of this Section shall be a condition precedent to any
legal action, and such compliance shall not be a waiver of any
party's right to take legal action in the event that the dispute is
not cured.
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7.3 Waiver. No delay or omission in the exercise of
any right or remedy of a non-defaulting party on any default shall
impair such right or remedy, or be construed as a waiver. No
consent or approval of City shall be deemed to waive or render
unnecessary City's consent to or approval of any subsequent act of
Consultant. Any waiver by either party of any default must be in
writing and shall not be a waiver of any other default concerning
the same or any other provision of this Agreement.
7.4 Rights .and'Remedies are Cumulative. Except with
respect to rights and remedies expressly declared to be exclusive
in this Agreement, the rights and remedies of the parties are
cumulative and the exercise by either party of one or more of such
rights or remedies shall not preclude the exercise, by it, at the
same or different times, of any other rights or remedies for the
same default or any other default by the other Party,
7.5 Legal Action. In addition to any other rights or
remedies, either'party may take legal action, in law or in equity,
to cure, correct or remedy any default, to recover damages for.any
default, to compel specific performance of this Agreement, to
obtain injunctive relief, a declaratory judgment or any other
remedy consistent With.the purposes of this Agreement.
7.6 Termination Prior 'to Expiration of Term. The
City reserves the right to terminate this Agreement at' any time,
with or without cause, upon thirty (30) days written notice to
Consultant, except that where termination is due to the fault Of
the Consultant and constitutes an immediate danger to health,
safety and general welfare, the period of notice shall be such
shorter time as may be. appropriate. Upon receipt of the notice of
termination, Consultant shall, immediately cease all services
hereunder except such as may be specifically approved by the
Contract Officer. Consultant shall be entitled to compensation for
all services rendered prior to receipt of the notice of termination
and for any services authorized by the Contract Officer thereafter.
7.7 Termination fOr Default of Consultant. If
termination is due to the failure of the Consultant to fulfill its
.obligations under this Agreement, City may take over the work and
prosecute the same to completion by contract or otherwise, and the
Consultant shall be liable to the extent that the total cost for
completion of the services required hereunder exceeds the
compensation herein stipulated, provided that the 'City shall use
reasonable efforts to mitigate damages, and City may withhold any
payments to the Consultant for the purpose of set-off or partial
payment of the amounts owed to City.
7.8 Attorneys Fees. If either party commences an
action against the other party arising out of or in connection with
this Agreement or it subject matter, the prevailing party shall be
entitled to recover reasonable attorneys' fees and costs of suit
from the losing party.
8.0 CITY OFFICERS AND EMPLOYEES; NON-DISCRIMINATION
8.1 'Non-Liability of City Officers and Employees. No
officer or employee of City shall be personally liable to the
Consultant, or any successor-in-interest, in the event of any
default or breach by ~he City or for any amount which may becom~
due to the Consultant or its successor, or for breach of any
obligation'of the terms of this Agreement.
8,2 Covenant Against Discrimination. Consultant
covenants that, by and for itself, its heirs, executors, assigns,
and all persons claiming under or through them, that there shall be
no-discrimination or segregation in the performance of or in
cOnnection with this Agreement regarding any person or group of
persons on account of race, color, creed, religion, sex, marital
status, national origin, or ancestry. Consultant -shall take
affirmative action to insure that'applicants and employees are
treated without regard to their race, color, creed, religion, sex,
marital status, national origin, or ancestry.
9.0 MISCELLANEOUS.PROVISIONS
9.1 Notice. Any notice, demand, request, consent,
approval, or communication either party desires or is required to
give to'the other party or any other person shall be in writing and
eithe'~ served personally or sent by pre-paid, 'first-class mail to
the address set forth below. Either party may change its address
by notifying the other party of the change of address in writing.
Notice shall be deemed communicated forty-eight (48) hours from the
time of mailing if mailed as provided in this Section.
To City:
CITY OF TUSTiN
300 Centennial Way
Tustin, CA 92680
Attention: Christine Shingleton
Assistant City Manager
(Contract Officer)
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To Consultant:
Pike Oliver
Vice Chairman
Interra
1601 Dove Street
Suite 105
Newport Beach, CA 92660
Pam Engebretson
President
Interra
2265 Fort Stockton Drive
San Diego, CA 92103
9.2 Integrated Agreement. This Agreement contains
all of the agreements of the parties-and cannot be amended or
modified except by written agreement.
9.3 Amendment. ~his Agreement may be amended at any
time by the mutual consent of the parties by an instrument in
writing.
9.4 Severability. In the event that any one or more
of the phrases, sentences, clauses, paragraphs, or sections
contained in this Agreement shall be declared invalid or
unenforceable by valid judgment or decree of a court of competent
jurisdiction, such invalidity or unenforceability shall not affect
any of the remaining phrases, sentences, clauses, paragraphs, or
sections of this Agreement, which shall be interpreted to carry out
the intent of the parties hereunder.
9.5 Corporate Authority. The persons executing this
.Agreement 'on behalf of the parties hereto warrant that they are
duly authorized to execute this Agreement on behalf of said parties
and that by so executing this Agreement the parties hereto are
formally bound to the provisions of this Agreement.
-9-
IN WITNESS WHEREOF, the parties have executed this Agreement
as of the dates stated below.
Dated:
"City"
CITY OF TUSTIN, a municipal
corporation
By:
William Huston
City Manager
APPROVED AS TO FORM:
Lois Jeffrey~ ~Y u
City Attorney
"Consultant"
Interra
By:
Pam Engebretson
President, Interra
By:
Pike Oliver
Vice Chairman, Interra
CAS: kd\CONSULTS\interra.
-10-
EXHIBIT "A"
Consultant's Proposal
EXHIBIT "B"
City's Request For Proposal
EXHIBIT "C"
Special Requirements
EXHIBIT "C"
Special Requirements
·
·
·
·
·
·
·
The Contract Officer shall be responsible for certifying
payment applications, administering change orders, and shall
be the primary liaison with the Consultant. All items listed
will require approval by the Contract Officer.
Consultant shall not release to the public or the press any
information specific to the project required under the
Agreement without prior authorization by Contract Officer. All
inquiries made of Consultant shall be immediately referred to
Contract Officer.
A no-fee business license shall be provided by the City to
Consultant.
Consultant shall present to the City certificates of insurance
and endorsement forms verifying that the 'Consultant has the
insurance as required by this Agreement. Said forms shall be
reviewed and approved by the City Attorney. A certificate of
insurance form is attached.
If Contract Officer determines that a product deliverable is
unacceptable, either before or after a draft or final draft is
issued, because it does not conform to the requirements of
this Agreement, the Consultant shall submit a revised report
or product at Consultant's expense.
Consultant shall utilize those professional and sub-
contractors to perform services as identified in ConSultant's
proposal. No substitution shall be made without the advance
written approval of the Contract Officer, after review of the
proposed substitute Consultant's experience and qualifications
with a written explanation of necessity for the change. No
increase in compensation or reimbursable salary rates will be
allowed when personnel or firm substitutions are authorized.
The Consultant shall review and replace project or sub-
Consultant's personnel assigned to project who do not perform
assigned duties in a manner satisfactory to Contract Officer.
.
The Consultant shall be required to meet with Contract Officer
and City staff as determined necessary to discuss elements of
the scope of work and project's progress.
·
Monthly progress reports shall be submitted by Consultant with
billing requests. At minimum these reports shall specify the
period reported, tasks completed, tasks underway, percent of
project completed and strategies to solve any timing delays.
10. Field Investigations maybe necessary. The Consultant shall
obtain all necessary field data and make site investigations
and studies necessary to the property accomplishment of the
work required under this contract.
11. City is intending to fund the Scope of Services in the
Agreement through Redevelopment Agency funds and grant funds
secured from the federal Department of Housing and Urban
Development and the Department of Defense Office of Economic
Adjustment. Consultant shall comply with all applicable
federal, state and local laws and regulations governing the
funds provided under this Agreement including but not limited
to 32 CFR 278 - "Administrative Requirements for Assistance to
State and Local Governments," Office of Management and Budget
(OMB) Circulars: A-87 - "Cost Principles for State and Local
Governments," A-133 - "Audit Requirements for state and'Local
Governments," and "Drug-Free Workplace Requirements.; Notice
and Final 'Rule."
Records for all billings, payr611, Consultant fees and direct
reimbursable expenses pertaining to the project shall be
maintained on the basis of 'accounting principles and
procedures required therein, utilize adequate internal
controls, and maintain necessary source documentation for all
costs incurred. All records shall be available for inspection
by the City or the City's representative at mutually
convenient times.
12. Consultant acknowledges that the timetable for project
milestones contained on page 2 of Exhibit A (Consultant
Proposal) have slipped considerably.
13. To clarify any.inconsistencies between Exhibit A and B,
Attachment C-2 is provided as an elaboration of specific tasks
and work products that are required to be completed pursuant
to this Agreement.
C-2
EXHIBIT C
Attachment C-1
Certificate of Insurance
EXHIBIT C
Attachment C-2
STRATEGIC MARKETING PLAN TASKS AND PRODUCT DELIVERABLES
TASK I STRATEGIC FRAMEWORK
In addition to the program approach statement and ~ask I
descriptions on pages 3-4 in Exhibit A:
Ae
Prepare a programming outline to codify the vision, establish
enduring principles, clarify the objectives and delineate a
framework for the Marketing Plan preparation and
implementation.
B,
Prepare an analysis of the Reuse Plan's strengths, weaknesses,
opportunities and threats (SWOT) in the context of developing
near'term and long-range marketing goals and objectives,
identifying target audiences and market segments and
strategies for achieving the most effective means for outreach
to individual markets.
C .
Review of existing marketing efforts and materials and
identification of strategic fit oPportunities for dove-tailing
existing marketing efforts with the proposed Marketing Plan,
as well as identification of distinguishing elements to be
addressed in the proposed plan.
WORK PRODUCTS - Provide a memorandum report to City staff to
include:
· Strategic Marketing Plan Programming Outline
· SWOT Analysis Report and a review of existing marketing efforts
and opportunities for a coordinated approach
· Detailed schedule for completion of all required work products.
Five (5) screen copies for review and comment by City, five (5)
corrected final copies and one (1) reproducible. Consultant shall
provide five (5) project notebooks for use by City staff in
organizing and aggregating all memorandum reports.
Attachment C-2
Page 2
TASK II MARKET ASSESSMENT
In addition to the Task 2 description on page 4 of Exhibit 4:
Ae
Review and update the KMG (11/96) market demand analysis to
assess the current market conditions and to identify emerging
market trends and opportunities.
The assessment should relate to the Reuse Plan proposed land
uses in the context of current market conditions and emerging
trends, including the identification of physical and financial
constraints, site preparation and delivery issues, highest and
best use enhancement alternatives, competitive market
positioning, and opportunities for the utilization of existing
structures.
B ·
Prepare a catalog of · market outreach targets including
industry leaders and decision makers, industry trade groups,
and qualified · commercial, industrial and residential
developers/builders.
C ·
Identify potential users for near-term occupancy of existing
facilities at MCAS Tustin.
De
Identify and recommend potential economic incentives
(including the LAMBRA designation) and benefit packages to be
offered to users, identify how to maximize the value and
exposure of such benefit packages, and develop a process to
identify and market the incentives and benefit packages to
particular business users, developers, investors and the real
estate brokerage community.
WORK PRODUCTS - Provide five (5) screen copies for review and
comment by City, five (5) corrected final copies and one (1)
reproducible of individual or combined memorandum reports
documenting the above studies and' materials which will include:
· Market Assessment
· Catalog of target markets, potential users, industry trade
groups and real estate industry entities to be compiled and
delivered in an ACT! format data base.
· A summary of recommended economic incentives and interim
marketing/commercialization strategy for their dissemination.
Attachment C-2
Page'2
TASK III MARKET VISION, THEME & IDENTITY
In addition to Task III description on page 5-6 of Exhibit A:
a.
Develop a market vision for the project area which conveys the
site's overall development concept and leads to the
identification of an appropriate market identity.
Establish a market positioning strategy and theme as a means
identifying the unique site attributes and premises in
comparison to the surrounding' competitive market -that will
· serve to create distinctive place in the market for the
planned development.
Ce
Prepare defined tactics and proprietary messages that can be
used to market the site, establishing selling propositions,
communications themes.and strategic messages which will form
foundation for the marketing platform.
De
Develop a name for the site which conveys a sense of "place",
the quality and scale of the planned community, and the
distinctive market position to be developed at MCAS Tustin, as
well as any names for the specific planning areas/uses (i.e.
industrial vs. residential) within the project area.
E ·
Prepare a comprehensive, enduring visual image program which
includes a master graphics design standards document and the
design of the planned community logo, logo typeface, colors,
and materials, as Qell as other visual vocabulary elements to
represent the site and the planning sub-areas of the sit. e.
The visual image program components, including report covers,
master pages, divider sheets, web page format, initial broad
audience brochure copy and layout, site signage program and
other format templates including camera ready art, will be
prepared and delivered in a desk top publishing system format
to be mutually determined by the Consultant and the Agency.
F·
Prepare an umbrella communications and media program
including, press kit components, web site 'program, and a
comprehensive marketing and media calendar that will guide the
execution of the strategic marketing .plan in terms of
priorities, proposed schedule and cost parameters.
Attachment C-2
Page 3
WORK PRODUCTS - Provide five (5) screen copies for review ~nd
comment by City, five (5) corrected final copies, one (1)
reproducible of individual or combined memorandum reports to
include the items below. Any sub-task products noted below can
include two screen copies for review and comment by City and one
camera ready reproducible.
Vision Statement
Positioning Statement and Theme
Project Name
· Visual Image & Identity Program and Designs iincluding
electronic, desk top publishing and camera ready art)
· Graphics Master Plan Document (including specific design
concepts to be applied by market type and medium, with
associated costs estimate)
· Basic Press Kit and .initial media communications for printing
and final production plan for press outreach
· Program and strategy for MCAS-Tustin Website
· Marketing and Media Calendar (including priorities, identified
special events, schedule and costs)
As a separate sub-task, Consultant shall also be responsible as
part of the Scope of Services in:
Developing the content, copy and visual imaging, cameral ready
art for a broad audience marketing brochure. The Consultant
will not be responsible for printing costs on final production.
Designing the schematic template for all marketing signage and
infrastructure signage
Designing the template for a newsletter letterhead format to be
implemented for the project.
TASK IV STPJ%TEGIC MAR~TING PLAN
In addition to description of the Strategic Plan description on
page 6-7 of Exhibit A, prepare a compilation final report which
includes the results of Tasks I, II and III. The strategic
framework for management of the marketing for MCAS-Tustin shall
more specifically include:
Attachment C-2
Page 4
k.
A Plan for the initial marketing period to include
recommendations for a communications.and media programming
mix, schedules and a range of media budgets
Be
A longer range marketing plan which explores alternative
development programming and site delivery scenarios in the
context of potential changing market conditions
WORK PRODUCTS - Provide five (5) screen copies for review and
comment, 20 final copies and one reproducible of a bound or three
hole'punched notebooked final strategic marketing plan.
TASK V PIJ~N EXECUTION'
Unless otherwise included as a required Scope of Services
identified in Tasks I-IV, Task V is considered an Additional Scope
of Services and will be separately negotiated.
EXHIBIT "C- 1"
Certificate of Insurance
EXHIBIT "D"
Schedule of Compensation
EXHIBIT "D"
Schedule of Compensation
Compensation
As compensation for the Consultant's Scope of Services under
this Agreement, the City shall pay Consultant for the actual
time of work performed and material costs expended in a not-
to-exceed fixed amount of $130,000.
Expense Reimbursement
·
The Consultant's not-to-exceed compensation for the Scope of
Services under this Agreement may include reimbursement for
expenses. The Agency shall reimburse Consultant for direct
expenses such as and including postage, telephone charges~
deliveries, and reproduction costs subject to the following
restrictions:
a ·
Time travel to and from Tustin City Hall and to and from
Consultant offices and Sub-consultant offices shall not
be billable.
b,
Itemized payment statements shall set forth in detail
all actual reimbursement expenses during'the preceding
month.
Compensation of Additional Services
3. In addition to the Scope of Services under this Agreement,
City reserves the right to request specific additional services
in the future from Consultant and to negotiate the actual
compensation structure for these tasks. The type of contemplated
additional services may include:
Implementation and execution of Marketing Strategies
including interim (short-term leasing), development
ventures and full disposition of property.
Preparation of a Request for Qualifications for
interests in Development Agreement negotiations.
Act as a point of contact and referral point for
screening prospective tenants, developers and commercial
brokers.
D-1
Recruit tenants both directly and by use of brokerage
involvement.
In the event the city requires services in addition to the
Scope of Services, said services must first be approved in
writing by .the Contract Officer. Any compensation for said
services shall also .be agreed to in writing by the City and
Consultant.
Method of Payment
·
As a condition precedent to any progress payment to Consultant
under this Agreement, Consultant shall submit monthly to the
City a statement of account which clearly sets forth by dates
the designated items of work, as well as reimbursable
expenses, for which the billing is submitted.
a. Ail payment requests shall identify each task required
by the Agreement, percent of completion, amount of
actual reimbursable expenses and requested amount to be
billed against each task.
be
The Consultant may bill up to the maximum projected
budget for each task completed less 10%. The retention
amount for individual tasks will be paid after the
contract officer has evaluated the Consultants work
products in that specific task and made a determination
that requirements of the scope of work have been
satisfactorily fulfilled.
Co
Each invoice shall also indicate the actual hours
worked, the billing rate, personnel classification,
hourly billable rate and the amount of fees being billed
fOr all Consultant personnel.
de
Ail hours charged to the project shall be supported at
Consultant's office by detailed time sheets.
e ·
Ail invoicing shall be based on actual hours worked by
an individual times the fixed hourly rate for that
individual and their corresponding firms as specified by
the Consultants' Proposal. Actual hours shall be hours
spent on assigned project tasks. Travel time to and
from the City's offices and to and from the' Consultants'
offices shall not be billable.
D-2
Timing of Payment
·
The City shall review Consultant's monthly statements and pay
Consultant for services rendered and costs incurred hereunder,
at the rates and in the amounts provided hereunder,.on a
monthly basis in accordance with the approved monthly
statements provided, however, that the last $20,000
compensation requested is anticipated to be funded from grant
funds not available until July 1, 1998. Consultant agrees to
withhold this portion of any payment request until July 1,
1998.
D-3
EXHIBIT "E"
Schedule of Performance
EXHIBIT "E"
Schedule of Performance
1. Consultant shall attempt to complete the Scope of Services
under this Agreement within five (5) months of receipt of a
Notice to Proceed.
2. It is anticipated that a Notice to Proceed will not be issued
until late January 1998. Consultant -shall provide a more
detailed schedule of all tasks to be accomplished and products
produced within 15 days of receipt of a Notice to Proceed for
review and acceptance by the Contract Officer.
E-1