STATEMENT ON THE SUBJECT: RECOMMENDATIONS: BACKGROUND/ ANALYSIS: CITY COUNCIL CONSENT CALENDAR SUBJECT: INITIATED BY:

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1 CITY COUNCIL CONSENT CALENDAR DECEMBER 18, 2017 SUBJECT: INITIATED BY: AMENDMENT NO. 1 TO THE AGREEMENT FOR SERVICES WITH THE ROBERT GROUP FOR METRO RAIL OUTREACH SUPPORT COMMUNITY DEVELOPMENT DEPARTMENT ~ (John Keho, AICP, Interim Community Development Director (Joanna Hankamer, Capital & Special Projects, Principal Pia er1cf STATEMENT ON THE SUBJECT: City Council will consider approving an amendment to the agreement for services with The Robert Group to provide continued Metro rail related outreach services. RECOMMENDATIONS: Approve Amendment No. 1 to the Agreement for Services with The Robert Group to provide stakeholder outreach consultant services for a total not-to-exceed amount of $60,000; and authorize the City Manager or designee to execute documents incident to the agreement. BACKGROUND/ ANALYSIS: In November 2016, Los Angeles County voters passed Measure M, the "Los Angeles County Traffic Improvement Plan Ordinance", including the Northern Extension of the Crenshaw/LAX Line which will provide transit serve to the City of West Hollywood by year Dakota Communications, with The Robert Group as a subconsultant, worked with the City in 2015 and 2016 on the first phase of City-led rail outreach and advocacy, with positive results; and therefore staff recommends the same consultant team resume work on the second phase of outreach to re-engage local stakeholders and key regional partners to advocate for expediting construction of Metro's Northern Extension of the Crenshaw/LAX Line in time for the 2028 Olympics to be held in Los Angeles. On October 16, 2017, City Council received an update on the Northern Extension of the Crenshaw/LAX Line to West Hollywood project and approved an agreement for services with Dakota Communications. As anticipated in the October 16th City Council staff report, staff is now returning to City Council to request approval of an amendment to the agreement with The Robert Group. The Robert Group will work closely with City staff, councilmembers and City consultants, including: with City staff, councilmembers, and City consultant Emerson & Associates on continuing to identify project partners and develop stakeholder relationships; with Communications staff on messaaina strateaies Page 1 of 7 AGENDA ITEM 2.M.

2 for social media content; and with Dakota Communications on targeted outreach events, including the quarterly stakeholder breakfasts during City-led Rail Outreach The overall goals of this next phase of outreach for the project are to identify a locally preferred alternative route for the Northern Extension of the Crenshaw/LAX Line Project; to build a communication and advocacy strategy to influence Metro's Feasibility Study and forthcoming Environmental Impact Report (EIR); and to attract support and public/private partnership (P3) funding for expediting the construction of rail to West Hollywood in time for the 2028 Olympics. To achieve the outreach goals, staff recommends working with the same team of consultants who have supported the City's recent rail efforts. Both outreach consultants, Dakota Communications and The Robert Group, will support the City in growing the All On Board (AOB) and West Hollywood Advocates for Metro Rail (WHAM) coalitions. Dakota Communications will focus primarily on producing four quarterly stakeholder events over twelve months, with The Robert Group in a support role. The Robert Group will focus primarily on developing additional key stakeholder relationships and developing social media strategies, with Dakota Communications in a support role. Agreement for Outreach Services with The Robert Group Staff recommends that Council approve an Agreement for Services with The Robert Group (See Attachment 1) in the amount of $60,000 to include the following scope of work: 1. Social Media and Website (Lead Role) The Robert Group {TRG) will update and refresh the two existing projects websites ( and to further develop, update and expand social media profiles for the project including Facebook, Twitter, lnstagram, Snapchat, and other platforms as approved. TRG will work with City staff to maintain and elevate a consistent presence on social media. 2. Updating and Refreshing the "Finish the Line" video (Lead Role) TRG will update and refresh the "Finish the Line" video, preserving existing footage which is still relevant while adding new material to make the video more timeless now that Measure M has passed and germane to project acceleration. 3. Targeted Electronic Communications (Lead Role) TRG will develop a quarterly e-newsletter, distributed primarily electronically. The e-newsletter could provide regional Metro updates, projects of importance to the Westside COG, and a narrative path and schedule. to "Finish the Line." The e-newsletter would complement the social media and web-based outreach effort, and will be sent out to the database and distributed further via social media. Page 2 of 7

3 4. Participating in Targeted Special/Existing Events (Support Role) TRG will coordinate with Dakota on community engagement events or activities located in West Hollywood. In addition to piggybacking on existing events, TRG might recommend "Pop Ups" or other tactical urbanism opportunities to capture feedback from a diverse cross-section of the community that typically would be interested in a project but would not attend community meetings or stakeholder meetings. Information gathered at these events will be obtained using ipads. Outcomes will detail results of the walk audits and. preliminary recommendations. 5. Quarterly Stakeholder Breakfast Update Meetings (Support Role) Most outreach efforts will focus on identifying, educating, and engaging key influencers near the project. Reaching out to these key stakeholders is critical in building a positive profile for the project and the long-term goals of transportation alternatives in West Hollywood. TRG will work with Dakota Communications to identify these key influencers and assist in arranging meetings and briefings as needed to introduce them to project staff. For this primary outreach focus, networking breakfasts will allow for focused discussions and a concise presentation about the project. Each event will have a clear goal of educating influencers who can then share talking points and general information about the project to their respective audiences. Panel discussions will follow, and Q&A sessions will help answer any questions about the project. 6. Continue Relationship and Coalition-Building through Stakeholder Briefings (Lead and Support Roles) Continue to build relationships with key regional stakeholders including elected officials, board members of key organizations and non-profits, and other legislative influencers in the region. The support and relationships with these elected officials and agencies can greatly bolster legislative support, public image, and brand awareness of the project. TRG will work, in coordination with Dakota Communications, to facilitate introductions and meetings with these key stakeholders, and assist staff in educating these stakeholders about the project. Firm Qualifications The Robert Group (TRG), a DBE/SBE certified California corporation, is a womanowned public affairs firm with expertise in community engagement, stakeholder outreach, and strategic communications. TRG develops comprehensive outreach approaches that build consensus and increase community participation on many projects of regional importance. Page 3 of 7

4 TRG is certified as a: Women, Minority-Owned, Disadvantaged Small Business Enterprise (WBE/MBE/DBE/SBE) by the Los Angeles County Metropolitan Transportation Authority Community Business Enterprise (CBE) by the County of Los Angeles A Small Business (SB) by the State of California TRG has over 25 years of experience developing and implementing public engagement and consensus building efforts on complex projects with stakeholders, often with divergent views, through strategic public engagement activities that motivate TRG specializes in transportation projects and provides a full range of services for stakeholder engagement and communications, including: Public Meetings, Workshops, and Open Houses Focus Groups Public Opinion Polling Stakeholder Meetings and Briefings Elected Official Meetings and Briefings Advisory Committees/Leadership Councils Event Planning/Special Events Social Media Collateral Material Branding/Messaging *Live-Streaming Media Relations Graphics, Photography, and Video Web Services Multi-lingual Translation and Interpretation In addition to working for the City on the first phase of outreach for the Northern Extension of the Crenshaw/LAX Line, the following are examples of other projects completed or in progress by The Robert Group: Metro Purple Line Extension (the Westside Subway Extension Project was recognized "as an example of government innovation" and bestowed a "Bright Ideas" award by Harvard University); Metro Regional Connector (project was honored by the National Association of Environmental Professionals as its 2014 recipient for Public Involvement Excellence); Metro Airport Metro Connector; Metro Expo Line; Various Metro BRT projects; Los Angeles World Airports (LAWA) Landside Access Modernization Program EIR; Page4 of 7

5 Hollywood Park (the future home of the Los Angeles Rams and Los Angeles Chargers), LA Stadium and Entertainment District at Hollywood Park, and The Forum. Consultant Selection Process Following an RFP process in 2015, staff recommended and City Council approved a contract with Dakota Communications, with subconsultant The Robert Group, for consultant services to provide outreach services and help build a regional coalition to advocate for a Crenshaw/LAX Northern Extension to West Hollywood. Dakota Communications and The Robert Group were selected for their promise to deliver a cohesive and comprehensive campaign covering the geographic area of the Crenshaw/LAX Line Northern Extension alignment. The joint team is uniquely qualified and has the long-standing relationships with city, county, state and federal officials necessary to build partnerships along the Crenshaw/LAX Line existing and future corridor and to move the city's priorities forward regarding Metro's campaign for what became Measure M. In December 2014, City Council approved a contract agreement with Dakota Communications and The Robert Group for $200,000, which was half of the proposed fee, and in March 2015, the City amended the agreement with Dakota and The Robert Group to add another $200,000 to complete the comprehensive plan originally proposed. After months of advocacy work by the City of West Hollywood councilmembers, staff and consultants, in September 2016, the City received a letter from Metro CEO Phil Washington stating his intention to accelerate rail service to West Hollywood and outlining Metro's commitment to proceed with key technical studies to get the project shovel ready in the near term. Subsequently, City Council approved a support position on Metro's Measure M November 2016 ballot proposal. The Robert Group was contracted separately in October 2016 for $20,000 to create additional content in advance of the November 2016 election for a public education program and video called "Finish the Line" (visit to see the video) and to continue an ongoing, but minimal, social media presence throughout Next Steps If the amendment to the agreement for services is approved by City Council, staff can continue working with The Robert Group on the next phase of the City-led rail outreach plan, including supporting Dakota Communications with outreach events, working alongside City staff and councilmembers on stakeholder relations, and taking the lead on social media content creation and distribution. City-led Technical Studies As proposed to City Council on October 16, 2017, and following a consultant selection process, staff will return to Council in early 2018 with contract recommendations for Page 5 of 7

6 additional technical support services, to include: traffic, civil engineering, and urban design consultants; and a P3 funding consultant; which will provide the City with the technical information needed to: effectively advocate for local interests during Metro's EIR (test, propose and ensure appropriate integration of future rail infrastructure into an existing urban contex), and attract the additional construction funding required to accelerate the Northern Extension of the Crenshaw/LAX Line. CONFORMANCE WITH VISION 2020 AND THE GOALS OF THE WEST HOLLYWOOD GENERAL PLAN: This item is consistent with the Primary Strategic Goal(s) (PSG) and/or Ongoing Strategic Program(s) (OSP) of: PSG-1: Maintain the City's Unique Urban Balance with Emphasis on Residential Neighborhood Livability. OSP-4: Transportation System Improvement. OSP-12: Actively Participate in Regional Issues. In addition, this item is compliant with the following goal(s) of the West Hollywood General Plan: LU-4: Provide for an urban environment oriented and scaled to the pedestrian. EVALUATION PROCESSES: Staff will continue to bring regular status updates to the City Council on Metro's Crenshaw/LAX Line Northern Extension Feasibility Study, Measure M and other transportation-related regional policies and/or funding opportunities. ENVIRONMENTAL SUSTAINABILITY AND HEALTH: The Northern Extension of the Crenshaw/LAX Line will have positive environmental and public health impacts to the City of West Hollywood, including reductions in vehicle miles traveled, greenhouse gas emissions, and air pollution, and will further incentivize city occupants to walk and use public transit. COMMUNITY ENGAGEMENT: The proposed contract for additional City-led outreach and advocacy will supplement efforts being conducted through Metro's extended Feasibility Study. Staff will return to Council with periodic updates. OFFICE OF PRIMARY RESPONSIBILITY: COMMUNITY DEVELOPMENT DEPARTMENT Page 6 of 7

7 FISCAL IMPACT: None. The proposed expenditure for agreement, $60,000 is budgeted for fiscal year in account AMOUNT DESCRIPTION Funding for this item is already budgeted in account $60, ATTACHMENTS: Attachment 1 : Amendment No. 1 to the Agreement for Services with The Robert Group Page 7 of 7

8 CITY OF WEST HOLLYWOOD AMENDMENT No. 1 TO AGREEMENT FOR SERVICES This Amendment No. 1 to the Agreement for Services ("First Amendment"), is made on this 19th day of December, 2017 and amends Agreement # dated October 19, 2016, by and between the CITY OF WEST HOLLYWOOD, a municipal corporation (referred to herein as "CITY") and The Robert Group, 3108 Los Feliz Boulevard, Los Angeles, CA (hereinafter referred to as the "CONTRACTOR"). RECITALS A. CITY and CONTRACTOR entered into an Agreement dated October 19, 2016 (the "Agreement") wherein CONTRACTOR agreed to provide outreach and social media support for the northern extension of the Crenshaw Line. B. The parties now desire to amend the Agreement in order to extend the time of performance by twelve (12) additional months. C. CITY and CONTRACTOR desire to amend the AGREEMENTS to increase the "notto-exceed" amount of $20,000 by an additional $60,000, for a total of $80,000 to cover the costs of providing additional services D. NOW, THEREFORE, in consideration of the foregoing and the covenants and agreements set forth below, CITY and CONTRACTOR agree as follows: 1. Amend Article C, Section 2, Term of Agreement, to read as follows: The term of this agreement shall commence upon execution by both parties and shall expire on December 31, 2019 unless extended in writing in advance by both parties. 2. Amend Article C, Section 4, Payment for Services, to read as follows: The CONTRACTOR shall be compensated in an amount not to exceed $60,000 for services provided pursuant to this Agreement as described in "Exhibit A." Compensation shall under no circumstances be increased except by written amendment of this Agreement. The CONTRACTOR shall be paid within fortyfive (45) days of presentation of an invoice to the CITY for services performed to the CITY's satisfaction. The CONTRACTOR shall submit invoices monthly describing the services performed, the date services were performed, a description of reimbursable costs, and any other information requested by the CITY. Version 9.0 -April 2016 Page 1 of 5 ATTACHMENT 1

9 CITY OF WEST HOLLYWOOD AMENDMENT No. 1 TO AGREEMENT FOR SERVICES 3. Amend Exhibit A, Scope of Services, to include these additional services: 1. Social Media and Website (Lead) The Robert Group (TRG) will update and refresh the two existing projects websites ( and to further develop, update and expand social media profiles for the project including Facebook, Twitter, lnstagram, Snapchat, and other platforms as approved. TRG will work with City staff to maintain and elevate a consistent presence on social media. Deliverables: Update and refresh the 2 project websites Enhance and reenergize social media presence, including pushing out new information weekly, if available, on related events, articles and news. 2. Updating and Refreshing the "Finish the Line" video (Lead) TRG will update and refresh the "Finish the Line" video, preserving existing footage which is still relevant while adding new material to make the video more timeless now that Measure M has passed and germane to project acceleration. Deliverables: Work with city staff to update the project video 3. Targeted Electronic Communications (Lead) TRG will develop a quarterly e-newsletter, distributed primarily electronically. The e-newsletter could provide regional Metro updates, projects of importance to the Westside COG, and a narrative path and schedule to "Finish the Line." Theenewsletter would complement the social media and web-based outreach effort, and will be sent out to the database and distributed further via social media. Deliverables: Develop quarterly e-newsletter 4. Participating in Targeted Special/Existing Events (Support) TRG will coordinate with Dakota to recommend 2-4 community engagement events or activities located in West Hollywood. In addition to piggybacking on existing events, TRG might recommend "Pop Ups" or other tactical urbanism opportunities to capture feedback from a diverse cross-section of the community that typically would be interested in a project but would not attend community meetings or stakeholder meetings. Information gathered at these events will be obtained using, ipads. Outcomes will detail results of the walk audits and preliminary recommendations. TRG will provide logistical support for these meetings, such as, Deliverables: Version 9.0-April 2016 Page 2 of 5

10 CITY OF WEST HOLLYWOOD AMENDMENT No. 1 TO AGREEMENT FOR SERVICES Securing venue/sites Supporting meeting format Staffing all events Preparing notifications for the events e.g. City website, Council office eblasts and social media, TRG stakeholder eblasts, local media outreach, neighborhood canvassing Providing translated materials where necessary Assist with developing visual presentation material 5. Quarterly Stakeholder Breakfast Update Meetings (Support) Most outreach efforts will focus on identifying, educating, and engaging key influencers near the project. Reaching out to these key stakeholders is critical in building a positive profile for the project and the long-term goals of transportation alternatives in West Hollywood. The Robert Group will work with Dakota Communications to identify these key influencers and assist in arranging meetings and briefings as needed to introduce them to project staff. For this primary outreach focus, the project consultant team recommends a format like a networking breakfast, which allows for focused discussions and a concise presentation about the project. Each event will have a clear goal of educating influencers who can then share talking points and general information about the project to their respective audiences. Panel discussions will follow, and Q&A sessions will help answer any questions about the project. We will work closely with Dakota Communications and staff to arrange and coordinate (4) four networking breakfasts with these influencers over the course of 12 months for the purpose of increasing awareness of the light rail extension. These influencers include, but are not limited to, Cedars-Sinai Board members and management, general managers of adjacent hotels, major West Hollywood property and business owners, community influencers, etc. Deliverables: Identify key stakeholders for events (influencers in and around the proposed project area) Support Dakota Communications with Stakeholder Breakfast Update Meetings. In addition to also identifying key stakeholders for the events, Dakota Communications' role is to provide: o Schedule, coordinate, organize, and facilitate (4) four networking breakfasts over 12 months o Full service logistical planning, coordination, and event planning for networking breakfasts, including solicitation of potential partners to cohost the events. o Event support collateral including Save the Date cards, invitations, presentation materials, FAQ's etc. Version 9.0-April 2016 Page 3 of 5

11 CITY OF WEST HOLLYWOOD AMENDMENT No. 1 TO AGREEMENT FOR SERVICES 6. Continue Relationship and Coalition-Building through Stakeholder Briefings (Lead and Support) Continue to build relationships with key regional stakeholders including elected officials, board members of key organizations and non-profits, and other legislative influencers in the region. The support and relationships with these elected officials and agencies can greatly bolster legislative support, public image, and brand awareness of the project. The Robert Group will work, in coordination with Dakota Communications as necessary, to facilitate introductions and meetings with these key stakeholders, and assist staff in educating these stakeholders about the project. Time of Performance: months While most of the services will be completed within 18 months, some services related to Task 5 may continue through December 31, Special Payment Terms: TRG will execute the scope of work outlined in this proposal over a course of 12 to 18 months for a fee of $60,000. This fee includes direct costs associated with production support for additional videos (videos to be produced by others) and any other printing costs. The Contractor agrees that no work may be undertaken or billed until they have received a written purchase order. Purchase order numbers are required on invoices in order to process payment. Contractor shall invoice for all work and costs (time and material), according to the below payment schedule (re-allocation of fee within the schedule may be allowed if preapproved by City representative): Task Description Fee 1 Social Media and Website $15, Updating and Refreshing the " Finish the Line" video $ 2, Targeted Electronic Communications s 3, Participating in Targeted Special/Existing Events $ 9, Quarterly Stakeholder Breakfast Update Meetings s 6, Continue Relationship and Coalition-Building through Stakeholder $25, Briefings TOTAL $60, Version April Page 4 of 5

12 CITY OF WEST HOLLYWOOD AMENDMENT No. 1 TO AGREEMENT FOR SERVICES Except as herein amended, in all other respects the Agreement is reaffirmed and is in full force and effect. IN WITNESS WHEREOF, the parties have executed this Agreement on the _ _th day of December, CONTRACTOR: The Robert Group CITY OF WEST HOLLYWOOD: Christine Robe Yresid Paul Arevalo, City Manager ATTEST: Yvonne Quarker, City Clerk Version 9.0 -April 2016 Page 5 of 5