DATE: May 8, 2018
SUBJECT:
Title
RESOLUTION SELECTING AND AUTHORIZING AN AGREEMENT WITH RSM DESIGN FOR BAYWIDE SIGNAGE STRATEGIC PLANNING SERVICES FROM MAY 9, 2018 TO MAY 8, 2019, FOR AN AMOUNT NOT TO EXCEED $280,000. FY 2018 EXPENDITURES, IF NEEDED, ARE BUDGETED. ALL FUNDS REQUIRED FOR FUTURE FISCAL YEARS WILL BE BUDGETED IN THE APPROPRIATE FISCAL YEAR, SUBJECT TO BOARD APPROVAL UPON ADOPTION OF EACH FISCAL YEAR’S BUDGET
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EXECUTIVE SUMMARY:
This action will authorize an agreement for strategic planning services for the Baywide Informational & Wayfinding Signage project.
In May of 2017, the Port launched its rebrand; including a new logo, key messaging and platform for public interaction as part of the comprehensive marketing, communications and branding initiative.
With this new brand comes an opportunity to update, improve and systematize our signage across the Tidelands in order to provide the following benefits:
Consultant services are necessary in order to develop a comprehensive strategic plan, guidelines, and design concepts for all Port signage across the District; including iconic, monument, wayfinding, rule and experiential signage. The strategic plan will enable the District to create consistency and efficiencies in its signage in order to help the public navigate the Tidelands and ultimately, improve the experience on the waterfront.
Pursuant to Board of Port Commissioners (BPC) Policy No. 110, Procedure for the Administration of Contracts, the District issued a Request for Proposals (RFP) on February 14, 2018. The District received nine submittals, all of which were deemed responsive, and selected the number of firms for interviews as shown in the table below.
Based upon the firms’ written statements of qualifications, their interviews and the subsequent decision analysis process, the firm determined to be the highest qualified for the services solicited based on the criteria in the RFP is RSM Design.
Upon Board approval, Agreement No. 98-2018RH (Attachment A - 2018-0119_RSM Design) will be executed.
RECOMMENDATION:
Recommendation
Adopt a resolution selecting and authorizing an agreement with RSM Design for Baywide Signage Strategic Planning services from May 9, 2018 to May 8, 2019, for an amount not to exceed $280,000. FY 2018 expenditures, if needed, are budgeted. All funds required for future fiscal years will be budgeted in the appropriate fiscal year, subject to Board approval upon adoption of each fiscal year’s budget.
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FISCAL IMPACT:
Funds for the first two months of this expenditure are included in the applicable project budget within the FY 2017-2018 Marketing and Communication Department budget. Funds required for future fiscal years will be budgeted in the appropriate fiscal year and cost account, subject to Board approval upon adoption of each fiscal year’s budget.
Compass Strategic Goals:
The authorization of this agreement will be the initial step in the Baywide Informational & Wayfinding Signage project which when complete, will provide benefit to the visitors and tenants of the Tidelands. This agenda item supports the following Strategic Goals:
• A Port that the public understands and trusts.
• A thriving and modern maritime seaport.
• A vibrant waterfront destination where residents and visitors converge.
• A Port with a healthy and sustainable bay and its environment.
• A Port that is a safe place to visit, work and play.
• A financially sustainable Port that drives job creation and regional economic vitality.
DISCUSSION:
The Baywide Informational & Wayfinding Signage Strategic Plan Consultant will assist Port staff in creating a detailed strategic plan which will include a technical analysis, community and stakeholder outreach, sign concept design, design guide, location guide, production and installation specifications, and a long-term integration plan.
Staff has implemented the process for procurement of consultants in accordance with BPC Policy No. 110. The RFP for was issued on February 14, 2018 and an information exchange meeting was held on February 21, 2018. During the advertisement period, 1,433 vendors were notified and 50 vendors registered for the opportunity.
On March 14, 2018, the District received responsive proposals containing qualifications from nine firms. The firms are listed alphabetically on the following table:
Qualifications were reviewed by a cross-departmental panel of staff from Marketing and Communications, General Services, and Engineering. Four (4) of the nine (9) firms were selected for interviews based on their written statements of qualifications. Interviews were conducted on April 4, 2018 and April 5, 2018. The evaluation panel considered the written submittals, presentations, and responses to interview questions. The firms were ranked based on the criteria established in the RFP. A summary of each of the interviewed firms is included below in the order in which they were ranked:
1. RSM Design
RSM Design creates signage that encourages activity and exploration through experiential wayfinding and placemaking. RSM is headquartered in San Clemente with offices in Los Angeles and Dallas. Included in RSM’s statement of qualifications is one sub-consultant:
• Keilani Tom Design Associates (KTDA) - KTDA would oversee all of the outreach efforts, utilizing the community and stakeholders’ feedback during the outreach efforts to guide the signage solutions. KTDA has extensive experience with waterfront transit and transportation planning workshops, facilitating signage, art and urban design improvements.
Proposed Project Manager for RSM Design:
Kyle Richter (Lead Principal) has 10+ years of experience as a designer, designing and directing many of the studio’s large scale projects, including mixed-use, retail, hospitality resorts, parks and recreation and entertainment venues.
In their statement of qualifications and during the interview, RSM Design demonstrated a strong capability to perform the scope of services listed in the RFP. RSM Design provided past global waterfront and municipality experience which were extremely relevant to the size and scope of the Baywide Signage Project. Additionally, they presented innovative ideas regarding signage design, funding and outreach. RSM Design also showcased an in-depth understanding of the District’s needs regarding coastal area considerations, stakeholder engagement, and a consumer-first approach.
Staff is recommending RSM Design for the Baywide Informational & Wayfinding Signage Strategic Plan agreement.
2. Hunt Design Associates, Inc.
For over thirty years, Hunt Design has programmed, designed and supervised state-of-the-art signage projects for both civic and recreation clients out of their Pasadena office.
Proposed Project Manager for Hunt Design:
Jennifer Bressler (Lead Principal) has 20+ years of experience as a designer. She has managed and designed over one hundred signage and graphics projects for Hunt Design. In 2002 she was named partner in the firm and manages most of the firm’s parks, trails and exhibit design projects.
In their statement of qualifications and during the interview, Hunt Design demonstrated experience with multifaceted wayfinding programs and stakeholder outreach. They were familiar with the needs of the District and conveyed their experience taking plans through various agencies and board reviews. However, while an extremely strong firm, Hunt Design showed less familiarity with jobs of similar size and scope.
Hunt Design is not recommended for an agreement for the Baywide Informational & Wayfinding Signage Strategic Plan.
3. Found Design LLC dba MERJE
MERJE focuses exclusively on wayfinding, with specific expertise working with communities, as well as regional wayfinding programs, wayfinding assessments and sign programs for parks and trails. MERJE is headquartered in West Chester, PA. Included in MERJE’s statement of qualifications are two sub-consultants:
• Rick Engineering (San Diego) - Rick Engineering would provide field assistance and GIS support.
• Carrier / Johnson (San Diego) - Carrier-Johnson & Culture would be responsible for project management and planning expertise.
Proposed Project Manager for MERJE:
John Bosio (Lead Principal) has 20+ years of experience leading design teams, as well as cities and communities through the process of establishing civic wayfinding programs.
In their statement of qualifications and during the interview, MERJE demonstrated experience with wayfinding programs and extensive technical expertise. However, MERJE did not showcase a clear approach with regards to the creative design process. Though the firm had municipality experience, their waterfront and coastal experience was limited. Furthermore, while MERJE and its subcontractors have worked together in the past, the proposed team was less cohesive versus the other firms interviewed and the team’s main point of contact would be located out-of-state.
MERJE is not recommended for an agreement for the Baywide Informational & Wayfinding Signage Strategic Plan.
4. Hollis Brand Culture
From their office in San Diego, Hollis Brand Culture (HollisBC) has been creating brand narratives, exceptional graphic design and strategies for lifestyle, hospitality, civic and technology projects and services - across print, interactive and built environments for the past twenty years. Included in HollisBC’s statement of qualifications are two sub-consultants:
• Simply Strong Engineering - Simply Strong Engineering would provide structural engineering support for the project.
• Ron Neal Lighting Design - The Ron Neal Lighting Design team would consult and support the team on any signage lighting.
Proposed Project Manager for HollisBC:
Ryan Suffridge (Account Relations + Project Manager) brings 6+ years of construction and healthcare management to his project management role with HollisBC.
In their statement of qualifications and during the interview, HollisBC presented passion for the project as well as innovative and forward-thinking designs. However, they lack relevant experience managing projects of similar size or scope.
HollisBC is not recommended for an agreement for the Baywide Informational & Wayfinding Signage Strategic Plan.
Conclusion:
The selection panel found that RSM Design was the highest qualified based on the relevant experience of their staff and firm, approach to the project, capability to perform, and fair and reasonable cost. Based on this analysis, staff concluded the proposed agreement will achieve the best value to the District. Staff recommends the Board adopt a resolution selecting and authorizing an agreement with RSM Design for Baywide Signage Strategic Planning services from May 9, 2018 to May 8, 2019, for an amount not to exceed $280,000.
General Counsel’s Comments:
The Office of the General Counsel has reviewed the agreement with RSM Design and approves as to form and legality.
Environmental Review:
The Board direction or action, including without limitation, selecting and authorizing an agreement for bay-wide signage strategic planning services, does not constitute an “approval” or a “project” under the definitions set forth in California Environmental Quality Act (CEQA) Guidelines Sections 15352 and 15378 because no direct or indirect changes to the physical environment would occur. CEQA requires that the District adequately assess the environmental impacts of projects and reasonably foreseeable activities that may result from projects prior to the approval of the same. Any project developed as a result of Board’s action or direction that requires the District or the Board’s discretionary approval resulting in a physical change to the environment will be analyzed in accordance with CEQA prior to such approval. CEQA review may result in the District, in its sole and absolute discretion, requiring implementation of mitigation measures, adopting an alternative, including without limitation, a “no project alternative” or adopting a Statement of Overriding Consideration, if required. The current Board direction in no way limits the exercise of this discretion. Therefore, no further CEQA review is required.
In addition, the proposed Board direction or action complies with Section 81 of the Port Act which allows for the use of funds for necessary expenses of conducting the District. The Port Act was enacted by the California Legislature and is consistent with the Public Trust Doctrine. Consequently, the proposed Board action is consistent with the Public Trust Doctrine.
The proposed Board direction or action does not allow for “development,” as defined in Section 30106 of the California Coastal Act, or “new development,” pursuant to Section 1.a. of the District’s Coastal Development Permit (CDP) Regulations because it will not result in, without limitation, a physical change, change in use or increase the intensity of uses. Therefore, issuance of a Coastal Development Permit or exclusion is not required. However, development within the District requires processing under the District’s CDP Regulations. Future development, as defined in Section 30106 of the Coastal Act, will remain subject to its own independent review pursuant to the District’s certified CDP Regulations, PMP, and Chapters 3 and 8 of the Coastal Act. The Board’s direction or action in no way limits the exercise of the District’s discretion under the District’s CDP Regulations. Therefore, issuance of a CDP or exclusion is not required at this time.
Equal Opportunity Program:
Due to limited known sub opportunities, no SBE goal was established for this agreement.
PREPARED BY:
Katie Brinker
Manager, Marketing and Communications
Attachment(s):
Attachment A: Agreement No. 98-2018RH with RSM Design