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A9037 - Walking S Inc. dba Stitch Marketing Research - PO 220008700 1-10-21
FY 2022 PURCHASE ORDER REQUEST / SERVICE AGREEMENT Company: Product or service: Walking S Inc. dba Stitch Marketing Research Market research Primary purpose /Description of services: Stitch will complete 200 community surveys throughout the valley to determine a baseline brand awareness of the airport. Period (renewal dates): Insurance required: Price/Dollar amount: Account number: N/A Yes:X No: $14,000.00 4157020 50145 Supporting documents attached: APPROVED BY: Daniel Meier Yes: X No: DATE: 1 /10/2022 DocuSign Envelope ID: 7C491A213-21EF-424B-9A5A-9FD5D5079973 CONTRACT ABSTRACT Contract Company Name: Walking S Inc. dba Stitch Marketing Research Company contact: Nate Heckman, President Summary of Services: Market research Contract Price: $ 14,000 Funding Source: 4157020 50145 Contract Term: N/A - Payment is not due until project is complete 1/eR 103703 f r000sa-t Munis ,6e�rast Number: Contract Administration Lead Department: Aviation Contract Administrator: Harry Barrett/Christina Brown Contract Approvals Council/ Community Redevelopment Agency Approval Date: N/A Agenda Item No./ Resolution No.: N/A Agreement No: A9037 Contract Compliance Exhibits: Yes ❑ No Signatures: 0 Yes ❑ No Insurance: Yes ❑ No Bonds: ❑ Yes F-1 No Contract prepared by: Daniel Meier Submitted on: 1/10/21 By. Christina Brown Note: There are three proposals attached. PB&A could not provide insurance and FM3 had the highest quote. City Clerk F— Updated 7/21/2021 DocuSign Envelope ID: 7C491A213-21EF-42413-9A5A-91FD5D5079973 stitch. marketing+research January 4, 2022 Harry Barrett Palm Springs International Airport 3400 E Tahquitz Canyon Way, Ste 1 Palm Springs, CA 92262 Dear Mr.Barrett: This letter of agreement (this "Agreement") between Walking S, Inc., doing business as Stitch Marketing Research ("Stitch MR") and Palm Springs International Airport will confirm that which has been proposed in that certain Marketing Research Scope document dated December 10, 2021 (the "Proposal"), the terms of which are incorporated herein by reference. As described more fully in the Proposal, the parties hereby agree that Palm Springs International Airport will make available any relevant proprietary business strategies, constituent contact information, internal metrics, etc., while Stitch MR will provide consulting services surrounding respondent acquisition, marketing research, analysis, reporting, strategic direction and presentation of all data and findings. All proprietary information provided by Palm Springs International Airport to Stitch MR will be used only for the purposes of the one-time market research project as described and will not be released to or shared with any persons or parties outside of Stitch MR without prior written consent. The marketing research program (Coachella Valley Residents Survey), as described in the Proposal, will be provided for a fee of $14,000USD, with the full fee schedule as detailed below: Invoice #1: 100% after delivery of all final reports: $14,000 — Net 30 days after receipt of invoice NOTE: Fees outlined here do not included expenses related to travel for fieldwork or for presentations. If any travel expenses are incurred, those expenses will be billed directly to Palm Springs International Airport, at cost. If work is performed by Stitch MR at Palm Springs International Airport's offices or facilities, Stitch MR shall take all necessary precautions to prevent the occurrence of any injury to person or property during the progress of such work and shall indemnify and hold harmless Palm Springs International Airport against all loss, cost and expense suffered or incurred by Palm Springs International Airport from such injury. Each party will be and act as an independent contractor and not as an agent, partner, employee or joint venturer with the other parry for any purpose related to this Agreement or the services contemplated herein. Factual references by Stitch to the existence of a business relationship between the parties and the use of any of Palm Springs International Airport's or its affiliates' logos, trademarks or any other intellectual property for any purpose shall requires Palm Springs International Airport's prior express written approval. stitchmarketingresearch.com .. 1220 Rosecrans St., #437, San Diego, CA 92106 .. p. 619.894,7712 DocuSign Envelope ID: 7C491A26-21EF-4246-9A5A-9FD5D5079973 January 4, 2022 Palm Springs International Airport Page 2 of 2 This Agreement, and any disputes arising from the relationship between the parties, shall be governed by the laws of the State of California, USA and shall be resolved in a court of competent authority in San Diego, California, USA. This Agreement, and any rights or obligations herein, may not be assigned, transferred or delegated by Stitch MR to a third party without Palm Springs International Airport's express written consent. If this meets with your understanding of our conversation, please sign a copy of this letter and return it to our offices via email (kimberty®stitchresearch.com). Upon our receipt of this verified letter, we will sign same and return a copy to you. It was a pleasure speaking with you. Sincerely, j Date: 01 L 2022 Nate Heckman, President Stitch Marketing Research Agreed and acknowledged: Palm Springs International Airport Date: 01 /06/2022 Name: Harry Barrett Title: Interim Executive Director o«usbb M" 1/10/2022 Name: Jeffery Ballinger Title: City Attorney Date:1/10/2022 Name: Anthony Mejia Title: City Clerk Stitch MR_PalmSpringslntlAirport_Research & Strategy Services Contract_070422.doc stitchnM*etingresearch.com :. 1220 Rosecrans St., #437, San Diego, CA 92106 :: p. 619.894.7712 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 DocuSign Envelope ID: 7c491A2B-21EF-424B-9A5A-9FD5D5079973 CONTEXT The Background Located in southern California's Coachella Valley, Palm Springs International Airport (PSP) serves two million travelers annually. With eleven airlines and nonstop flights to more than 30 airports, PSP offers valley residents accessibility to more the 500 destinations. The Business Issue While millions of airline passengers will choose to travel to the region via PSP, it's unclear whether local Coachella Valley residents prioritize PSP over neighboring southern California options (i.e., ONT, LAX, or SAN). An impending re -brand and extensive marketing communications efforts (including events, arts & culture, etc.) makes understanding the local population imperative. PSP aims to be a hub that is reflective of its Coachella Valley community in hopes that it will ultimately be the leading choice for travelers. Understanding the travel consumers' motivations will give PSP the opportunity to better connect with and engage the target Coachella Valley traveler. The Research Objectives 1. Benchmark the perceptions of PSP among the local air travel consumers. 2. Identify the travel dynamic profiles of Coachella Valley residents. 1 Rank the hierarchy of drivers that define Coachella Valley resident's air travel choices. 4. Determine the sticky points that resonate with Coachella Valley residents, within and outside of air travel. _. Quantify the reach of the PSP radius of influence, including opportunities for influencing non -users. Stitch Marketing Research prepared for: Palm Springs international Airport [CONFIDENTIAL] DocuSign Envelope ID: 7C491A28-21EF-424B-9A5A-9FD5D5079973 RESEARCH TACTICS Stitch MR recommends primary research program with Coachella Valley air travelers to accomplish the objectives via direct, real -world feedback: Coachella Valley Residents Survey [Quantitative] Scope of Work: Web based quantitative surveys will capture quantitative projections of the Coachella Valley residents' air travel purchase joumey, perceptions, etc. (see questionnaire content, pg. 4). GREATER PAS. SPRINGS REGION San Bernardino ..--- National Forest gig Morongo Canyon Preserve Joshua Tree National Park 10 r city COACHELLA VALLEY is tisi�ivlir�g Irtitli- Santa Rosa Mountains The research fieldwork will target major Coachella Valley cities, with fieldwork as broad as the Riverside County area (within a 50-mile radius of PSP). Target quotas will be set by the following profiles: + Coachella Valley city representation + PSP-experienced travelers + Age / Generation + Gender Stitch Marketing Research prepared for: Palm Springs International Airport [CONFIDENTIAL] 3 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 Quantitative Coachella Valley Residents Survey Coachella Valley Travel Profile & Testing of Qualitative Learnings "- !0 s- 'as Respondents for the web -based survey will be representative of the Coachella Valley area, with a geographic radius of 50-miles. Recommended completes: 200 Respondent Profile: - Air travelers within the last 12 months - Coachella Valley area residents [Minimum of 75%], with broader 50-mile range of PSP [Max of 25%] - Proportional representation by age and gender Questionnaire Content: [A detailed questionnaire to be developed with further input from PSP team.] Content Area 1: Detailed Air Travel background/profile, with attitudinal profile regarding air travel Content Area 2: Hierarchy of air travel decision -making factors Content Area 3: Airport brand awareness and perceptions - PSP and relevant Southern CA competition Content Area 5: Media & Marketing, preferred communication and content Content Area 5: Respondent profiles - Demographics & Psychographics Survey Details: Online survey; available on all platforms and devices + Approximately a 12-minute exercise for respondents completing the full survey Analysis by factors such as: o Age o Gender o Primary airport o Coachella Valley vs. Outer Radius o Personality traits, psychographics Stitch Marketing Research prepared for: Palm Springs International Airport [CONFIDENTIAL] DocuSign Envelope ID: 7C491 A2B-21 EF-424B-9A5A-9FD5D5079973 PROJECT CALENDAR Due Diligence Debrief i + Survey Planning l SURVEY i FULL REPORTING FINDINGS REVIEW i +STRATEGY SESSION Key touch polnts for the PSP team: Approval of project calendar — a detailed timeline will be provided once proposal is approved + Sharing of all background assumptions, analytics, etc. conducted to date 4 Review of questionnaire & survey INVESTMENT Research & consulting fees* are developed with the assumption that Stitch Marketing Research will provide: Planning of methodology & research strategy Questionnaire & survey development and programming Web hosting and set-up + Respondent acquisition & incentives I.Project Management + Participation in team strategic meetings Analysis, reporting & strategic recommendations Scope of Work: 200 Coachella Valley surveys $14,000 50-mile radius MOE at 95%: +/-6.3% ["Terms: 50% on project contract (on receipt); 50% on delivery of final reports (net 30 days)] Stitch Marketing Research prepared for: Palm Springs International Airport [CONFIDENTIAL] 5 DocuSign Envelope ID: 7C491A26-21EF-42413-9A5A-91FD5D5079973 YOUR CORE TEAM [Full team at: stitchmarketingresearch.com/the-team] Quality assurance via a dedicated team of research professionals assigned to the project: President Project Director strategy & Qualitative Nate Heckman Jyoti Jhita Cynthia Langston Stitch Marketing Research prepared for, Palm Springs International Airport [CONFIDENTIAL] DocuSign Envelope ID: 7C491 A2B-21 EF-424B-9A5A-9FD5D5079973 Reprow-se've Clients � M Parthers Representative Direct Clients Adidas Goff Kwikset Locks Andis McMillin Companies iaylormsew BD MileOne Autogroup Bear Archery Nissan Business Health Services Okuma Fishing • inscar Chosen Foods Pardee Homes Co -Op Financial Services Penhall Delverde Pasta PLNU Disney Consumer Products Rady Children's Hospital DuChateau Vehicle TaylorMade Goff East Virginia Medical School The Salvation Army so EDF Renewables TextNow Goalrilla UC San Diego AL, Haribo Vista Community Clinic Instacart Waxie Sanitary Supply Islands Restaurants Wild Turkey Bourbon Representative Agency Partners BASIC BLVR BottomLine Marketing Elevator Agency Fifty&Fifty Grizzly H&D Branding Less + More Meads Durket Miriello Grafico Neighbor Nth Degree O'Leary Oster & Associates Red Door Interactive SK+G TBC The Clardy Group Upstart Group Vitro Wolff Olins Stitch Marketing Research prepared for: Palm Springs International Airport [CONFIDENTIAL] 8 DocuSign Envelope ID: 7C491A213-21EF-4246-9A5A-9FD5D5079973 Stitch Marketing Research prepared for: Palm Springs International Airport [CONFIDENTIAL] 9 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 Marketplace Intelligence Palm Springs International Airport: Understanding Community Awareness., Attitudes,. Needs,!BehaviorTowardAir Travel Revised: November 10, 2021 Prepared for. - Aviatrix Communications Cheryl@AviatrixCommunications 619-990-3022 And Palm Springs International Airport (PSP) 3400E. Tahquitz Canyon Way Palm Springs, CA 92262 PB&A Marketplace Intelligence 9631 Discovery Terrace, Bradenton FL 34212 O: (941) 748-5053 C: (813) 760-3811 W: www.PBAresearch.com DocuSign Envelope ID: 7c491A213-21EF-42413-9A5A-9FD5D5079973 PSP: Understanding Community Awareness, Attitudes and Behavior Objectives The primary purpose of this research is to provide unbiased feedback to Aviatrix and the Palm Springs International Airport (PSP) regarding area residents, both full and part time, of their awareness of the quality, frequency, variety, convenience, and cost, of air services available from PSP. Of particular importance will be understanding how, when, and why pleasure and business travelers choose to use PSP versus other options. This research will be designed in a manner that results will provide data to help make immediate operational and communications decisions, but also produce benchmark data that when compared with future waves of consumer research offers reliable measurement of changes in attitudes and perceptions across time. Study Approach PB&A recommends this research be composed of 300 telephone/online interviews with residents of the Coachella Valley/Palm Springs area. Starting with a random sampling platform comprised of landline and mobile phone numbers plus email addresses associated with the sample geography, PB&A will screen respondents for frequency of air travel. We recommend that only those households who travel, by air, at least one or more times per year be included in the survey. For purposes of normalization, PB&A further suggests that we base this screening on pre-Covid travel behavior. The exact qualifications for participation will be agreed upon in advance after further discussions with Aviatrix and PSP. The end sample of 300 complete interviews is recommended because it will provide reliable results for the study overall as well as for important subsegments (age, income, travel frequency, business versus pleasure travel, full versus part-time residents, etc.). For the population as a whole, findings will be accurate and projectable within +/- 5.8%. Increasing the number of completed interviews to 400 would change the projectability to +/-5.0% but raise the cost of the research beyond the desired budget. PB&A believes a Zoom planning session between Phil Balducci, management at PSP and Aviatrix could greatly improve the quality of this research. The purpose of this meeting will be for Phil to listen to key decisionmakers and to help uncover as many issues and concerns as possible as well as to be sure everyone is comfortable with the research process. What is learned from this conversation will be used to improve the questionnaire to be used during the interviews. Page 2 of 5 DocuSign Envelope ID: 7c491A2B-21EF-424B-9A5A-9FD5D5079973 PSP: Understanding Community Awareness, Attitudes and Behavior Responsibilities of PB&A Marketplace Intelligence • Initial Zoom conference call. • Design of the survey instrument. • 300 complete interviews. • Data coding and tabulation. • Professional analysis of data. • Final, comprehensive written report. • Oral presentation of results by Phil Balducci. • Continued support after the research is completed at no additional cost. PB&A will provide an electronic copy of the written report. In addition, PB&A will work closely with Aviatrix and PSP in preparation of any type of report or presentation materials deemed necessary. The style and level of detail our report offers will be customized to your specific needs and requests. If desired, Phil Balducci will conduct an oral presentation of the results. This presentation can be formal or informal, but our typical format includes an explanation of key findings, conclusions, and recommendations using PowerPoint, followed by a group discussion, and question and answer session. This presentation can be competed via Zoom or in -person in Palm Springs. If the desire is for an in -person meeting, PSP would be responsible for the direct travel costs for Phil. Phil Balducci and the Palm Springs International Airport Phil Balducci will be the primary contact with PSP and Aviatrix and will be the author of this study. Phil will be available at no cost to any member of the study team 24 hours a day by phone 813-760-3811 (mobile) or email (phil@PBAresearch.com). Linda LaPaz who is a Project Director, with more than 20 years of experience at PB&A will assist Phil with this important research. Phil holds an advanced degree from the Georgia Institute of Technology (Georgia Tech) in Research Methodologies (MSIM). He is president and founder of PB&A Marketplace Intelligence (1986) and a partner in SaleStream (2013). PB&A has worked with numerous city, county, and state authorities (the Naples (FL) Aviation Authority, the City of Sanibel FL, Hillsborough County FL, Orlando FL, Santa Rosa County FL, Flint MI, Rochelle IL, Morgan Hills CA, Muskegon MI, South Bend IN, and more) across the country providing research services on a wide variety of issues. Page 3 of 5 DocuSign Envelope ID: 7C491A26-21EF-42413-9A5A-9FD51D5079973 PSP: Understanding Community Awareness, Attitudes and Behavior PB&A has also worked indirectly with the City of Palm Desert on research completed on behalf of the Family YMCA of the Desert and the Palm Desert Aquatics Center. The company offers unequalled consumer research expertise, as well as analytics services that meet and exceed industry standards for quality and integrity at reasonable costs. Some of PB&A's other recent clients include, Mercedes Benz, BMW Motorcycles, Boar's Head, Latitude Margaritaville, Minto Communities, Lennar, Audi, Liberty Mutual, Disney, Dunkin' Brands, the YMCA, the CIA, and the American Cancer Society, among others. Timeline PB&A is prepared to begin this research immediately. We suggest the following schedule: • Week 1: Zoom planning session. • Week 2: Approval of questionnaire. • Weeks 3 & 4: Interviewing. • Week 5: Final report. Page 4 of 5 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 PSP: Understanding Community Awareness, Attitudes and Behavior Cost, The cost of this research as outlined with 300 complete telephone/online interviews is $9,750. There will be no other costs involved with this study unless travel is required for a final presentation, or the scope of work significantly expands. If the ending sample is increased to 400 complete interviews, the total cost is $13,450. As per client request. PSP will be billed for the total cost of this research upon completion of the study. Payment will be due within 30 days of invoicing. We very much would enjoy working with the PSP and Aviatrix on this important project. We will go beyond what is expected and do whatever it takes to satisfy your needs. Please sign and date below and return a copy of this executed research outline to us. We will return a countersigned copy along with the initial invoice. If there are any questions or concerns about what is being proposed, please do not hesitate to give us a call. Agreed and accepted: PB&A, Inc. Palm Springs International Airport (PSP) By: By: Name: Phil Balducci Name: Title: President Title: Date: November 10, 2021 Date: Page 5 of 5 Docu Sign Envelope ID: 7C491A213-21EF-42413-9MA-91FD505079973 OPINION RESEARCH RESEARCH &STRATEGY TO Cheryl Brown, Marketing Manager Aviatrix Communications FROM Dave Metz & Laura Covarrubias FM3 Research RE: Proposal to Conduct a Brand Awareness/Public Sentiment Opinion Survey for Palm Springs International Airport (PSP) DATE November 12, 2021 Fairbank, Maslin, Maullin, Metz & Associates (FM3) is pleased to submit this proposal to conduct a brand awareness and public sentiment opinion survey for Palm Springs International Airport (PSP). We understand that this survey will provide data to inform and enhance PSP's upcoming rebranding as well as its ongoing marketing and communications efforts as the airport works to restore passenger counts and build market share in the wake of the historic recent disruptions to the air travel industry resulting from the pandemic. As you may know, FM3's custom -designed opinion research provides messaging and communications guidance that our clients leverage to achieve their goals. This research goes far beyond simply documenting the knowledge, views, and behaviors of various populations. Rather, our work produces actionable data which provides a thematic roadmap for effective, outcome -oriented communications. Whether the objective is to build market share for a specific business or product; win support for a policy proposal, ballot initiative or political candidate; help disseminate a brand identity or hasten the adoption of a specific idea or behavior, FM3's research is the raw material the nation's leading communicators turn to when the mission is to shape outcomes by changing minds. Our team has a lengthy history of producing research that adds value to marketing and branding projects undertaken by major airports, seaports, and a wide range of other public and private sector clients, some of which is explored in this proposal and any of which we will be happy to elaborate on upon request. For this project, FM3 recommends conducting a survey of current and potential PSP users residing in the Coachella Valley. This survey would utilize one of two district methodologies: a dual -mode survey of registered voters, or an online panel survey of residents. While both methodologies excel at providing reliable, timely, accurate and cost- effective data, both also offer advantages distinct from one another. We look forward to conferring with you and your team regarding which methodology may be the best fit for this research. The balance of this proposal is organized in three sections. Section 1 includes a brief history and profile of FM3, while Section 2 outlines our relevant experience. Finally, Section 3 outlines our recommended research approach and methodology for this project as well as associated costs. 12100 Wilshire Boulevard, Suite 350 1 Los Angeles, CA 90025 1999 Harrison St., Suite 2020 1 Oakland, CA 94612 Phone: (310) 828-1183 1 Fax: (310) 453-6562 Phone: (510) 451-9521 1 Fax: (510) 451-0384 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 RESEARCH On behalf of the entire FM3 team, we sincerely appreciate the opportunity to provide this proposal and would welcome the opportunity to work with both Aviatrix Communications and Palm Springs International Airport on this important research. 1 ABOUT FM3 Fairbank, Maslin, Maullin, Metz & Associates (FM3) is one of the nation's leading providers of public opinion research and strategic consulting. Collectively, our firm has helped elect scores of political candidates to office at all levels of the ballot —including governors, U.S. Senators, members of Congress, state legislators, mayors, and various other statewide and local officials. We have served as key strategists for U.S. Presidential candidates, and we have helped elect presidents of other countries. Our research has helped pass (and/or defeat) hundreds of state and local ballot measures in nearly every one of the "initiative states," and our stable of clients includes both Fortune 500 companies such as The Walt Disney Company, Lennar Corporation and Edison International, as well as major nonprofits including The Nature Conservancy, The California Endowment and the Susan G. Komen Breast Cancer Foundation. FM3 is a California -based company with 23 fulltime employees located in our Los Angeles and Oakland offices. We have been conducting opinion research since 1981 on issues of major economic and social concern, such as organizational branding; needs assessment; education; budgetary issues and taxation; satisfaction with public services and support for policy proposals; transportation; health care; growth and property development; environmental protection; natural resource conservation and development; communications technology; energy development, and others. In any given year, FM3 conducts hundreds of surveys and focus groups (as well as othertypes of opinion research), which we use to provide strategic insights and advice to our clients. All key FM3 staff members have advanced degrees in public policy, research methods, and/or extensive experience working in state and local government, and every FM3 project is personally led by one of our firm's Partners, each of whom is a nationally respected authority on public opinion research in their own right. Additionally, while our firm is not so big that you will wonder whom to call with your questions, we are big enough to have our own in-house data analysis/processing team and graphic design resources. This means we can provide our clients with a level of personal attention and service from firm Partners and other senior staff more often associated with much smaller organizations, while also providing rapid project turnaround, more sophisticated data analysis, and presentations tailored to client needs — as one might expect from larger firms. Furthermore, FM3 utilizes a variety of research tools designed to address each client's unique circumstances. Some of these tools are quantitative, such as surveys; some are qualitative, such as focus groups; and others fall somewhere in between. Additionally, we continue to utilize and experiment with newly evolving online and digital research approaches. Part of this involves FM3 actively monitoring methodological developments through our industry's trade association —the American Association for Public Opinion Research (AAPOR) — in order to provide our clients with the best tools to meet their research needs. Page 2 DocuSign Envelope ID: 7C491A213-21EF-42413-9A5A-9FDM5079973 RESEARCH More detailed information about our company, the services we provide, and past clientele may be found on our website, www.fm3research.com. 2 RELEVANT EXPERIENCE 2.1 Airport Experience FM3 has a broad range of experience conducting research to assess public attitudes toward airports. Having provided public opinion research services to several cities and airport authorities seeking to better understand public opinion regarding ongoing or expanding airport operations, FM3 knows how to effectively measure the attitudes of travelers, residents, and other stakeholders regarding airports. FM3 crafts its airport research instruments to inform and support resonant branding; public outreach and communications campaigns with empirical opinion data on how key populations of interest are likely to receive and react to information, messages, and media that are designed to achieve objectives like differentiating an airport from regional competitors or building upon its market share. The following are representative examples of FM3's airport -related research: ➢ Los Angeles International Airport (LAX): FM3 has worked extensively for Los Angeles World Airports (LAWA) for more than a decade as part of an effort to gain public support for, and feedback on modernization plans for LAX. In 2011, FM3 conducted focus groups and surveys to assist LAWA in the development of a new brand (LAnext) and new public communications program. It also examined what kinds of immensities frequent LAX users wanted from their airport and how best the airport could differentiate itself from other competing West coast airports such as San Francisco International Airport (SFO) and Seattle -Tacoma International Airport (SEATAC). Today, LAX's modernization program is more visible to the public and is more likely to inconvenience and/or disrupt travelers and those living in nearby neighborhoods. Because of this, LAWA has utilized our research findings to effectively communicate with and inform the public, helping people understand what is occurring at LAX, why it is needed and how the modernization will improve travelers' experience and mitigate traffic congestion in and around LAX. In 2004, FM3 research helped LAWA determine how best to communicate LAX's role as an economic engine for the Los Angeles area and to relate then -proposed LAX modernization and expansion plans to the region's long-term economic progress. To this end, FM3 conducted a voter survey in the communities surrounding LAX to determine their attitudes and opinions about LAX, measure support for renovations, and test the effectiveness of messages linking economic development to LAX modernization and expansion. This work helped inform community outreach efforts to highlight the benefits of the LAX modernization and expansion for the neighboring community. FM3 also conducted seven focus groups, interviewed opinion makers and surveyed several thousand voters to identify and understand attitudes and perceptions held by residents in various proximities to Page 3 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 _*W RESEARCH LAX between 1999 and 2001. This empirical opinion data aided the design of communications addressing concerns about noise, traffic congestion and safety. ➢ Oakland International Airport: FM3 has conducted a series of research projects for the Port of Oakland — including several focus group discussions with key Port tenants (maritime, airport tenants and Southwest Airlines officials) to examine their attitudes toward the Port of Oakland. FM3 also completed a tenant satisfaction survey (conducted by mail, phone and Internet) which gathered the opinions of 81 Port tenants to help identify strengths and weaknesses in the Port's customer relations. ➢ San Diego International Airport: FM3 worked with the Port of San Diego to assess attitudes toward the expansion of San Diego International Airport, which included building a new terminal to allow for more air traffic. This research gauged perceptions of the importance of San Diego International Airport for the region, ascertained the Airport's overall image, and probed for how residents believed airport expansion would impact their community. The research results were used by the Port to show policymakers and city officials that a solid majority of San Diego residents supported the expansion of San Diego Airport. ➢ Burbank Airport: FM3 conducted survey research for the Burbank Airport Authority that examined Burbank, Glendale and Pasadena residents' attitudes toward the modernization of the airport. The survey gauged perceptions about the airport and investigated whether the public thought Burbank Airport needed to be expanded. Specifically, the survey measured area residents' support for adding five new gates to accommodate greater air traffic, and building a new terminal to meet current FAA safety standards. The research included an over -sample within various sound footprints surrounding Burbank Airport to provide the Burbank Airport Authority with a better understanding of how nearby residents felt about airport operations and the proposed expansion. The survey also included various questions on noise, safety, traffic, and the importance of implementing a night curfew. ➢ San Jose International Airport: In 1999 and 2000, FM3 conducted survey research on behalf of the San Jose Airport Authority as it sought to expand the airport by adding runways, terminals and gates. A citizens group opposed the expansion and placed a measure on the ballot (Measure 0) to block the plan. Our initial research showed that the measure enjoyed widespread support. FM3's research helped the Authority determine a strategy that would address residents' specific concerns about the expansion, and develop messages to inform the public about the need and benefits of the expansion program. Backed by knowledge gained from reliable opinion data, the airport authority, city officials and the Chamber of Commerce were able to alleviate concerns, particularly over traffic in the airport area. Research findings also proved to be useful in negotiating a compromise with airport expansion opponents, which in turn led to the defeat of Measure 0 in the March 2000 election. ➢ Marine Corps Air Station El Toro: In 2002, FM3 provided research which helped pass Orange County's Measure W, a ballot measure which amended the County's general plan to prevent the decommissioned Marine Corps Air Station at El Toro from being redeveloped as a civilian commercial airport. FM3's Page 4 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 RESEARCH experience helping to pass this measure provided the firm with a keen understanding of both the concerns of airport abutters interested in shutting down airport operations and the reasons why they felt as they did. In addition to the above examples, FM3 has also conducted research to assess public opinion toward Portland International Airport, Ontario International Airport, Santa Monica Airport, Denver International Airport, and Benito Juarez International Airport in Mexico City. 2.2 Organizational Branding Experience A core aspect of FM3's business involves providing research for organizations seeking to educate the public about a brand, product, or service. The ultimate goal of FM3's marketing, branding and image management research is to furnish clients with an actionable communications strategy that will galvanize their intended audience to take a desired action or embrace an idea or policy. At its essence, this process involves differentiating a product, organization, or service from its competitors; to that end, FM3 identifies specific audiences and tailors the research to determine distinct messages, and the most effective means of delivering such messages to address these audiences' interests. This allows our clients to market to their intended audience by improving awareness, shaping attitudes, and changing behavior. In addition, our firm's research services have helped organizations reevaluate their marketing plans to incorporate previously unknown consumer attitudes, priorities, and concerns. In recent years, clients for FM3's marketing, branding, and imaging research services have included dozens of the largest and most prominent corporations, nonprofits and public agencies in fields such as utilities (Southern California Edison, Southern California Gas Company, San Diego Gas & Electric, Pacific Gas & Electric, Los Angeles Department of Water & Power), energy (Testa, Calpine, ExxonMobil), conservation (the Sierra Club, The Nature Conservancy, the Trust for Public Land, the California State Parks Foundation), philanthropy (The California Endowment, The Colorado Health Foundation, The Denver Foundation), banking (City National Bank), transportation (Los Angeles County Metropolitan Transportation Authority, San Bernardino County Transportation Authority, Bay Area Rapid Transit District [BART], the Transportation Corridor Agencies [The Toll Roads of Orange County], Los Angeles World Airports [LAWA], the Port of Oakland, the Port of San Diego, the Port of San Francisco, the Port of Los Angeles), technology (Lyft, Airbnb), healthcare (Dignity Health, Sutter Health, Stanford Children's Health, Kaiser Permanente), education (Cornell University, UCLA, California State University System), hospitality (The Walt Disney Company, the Dalian Wanda Group), insurance (Mercury Insurance, Anthem), construction/engineering (Skanska), retail (Caruso Affiliated), and real estate (Lennar Homes), among others. FM3 will be happy to provide client references who can speak to the quality of our marketing research services upon request. 2.3 Riverside County Experience FM3 has a significant breadth of experience conducting research on behalf of both public and private organizations throughout Riverside County for more than three decades. Page 5 DocuSign Envelope ID: 7C491A213-21EF-424l3-9A5A-9FD5D5079973 RESEARCH Our firm has also conducted research for 18 of Riverside County's 28 incorporated cities, including Canyon Lake, Cathedral City, Coachella, Corona, Desert Hot Springs, Hemet, Indian Wells, Indio, La Quinta, Menifee, Moreno Valley, Norco, Palm Desert, Palm Springs, Riverside, San Jacinto, Temecula, and Wildomar. Among FM3's current and former special district clients, the firm has worked for the Beaumont Library District, the Desert Recreation District, the Eastern Municipal Water District, the Jurupa Area Recreation and Parks District, and the Southern California Regional Rail Authority (Metrolink). FM3's Riverside County school district clients include Beaumont Unified School District, Corona -Norco Unified School District, Hemet Unified School District, Lake Elsinore Unified School District, Palm Springs Unified School District, Perris Elementary School District, Perris Union High School District, Riverside Unified School District, San Jacinto Unified School District, Yucaipa-Calinnesa Unified School District and Mt. San Jacinto Community College District, respectively. In addition, FM3's research helped the Riverside County Transportation Commission (RCTC) secure voter approval for the countywide one -half -cent transportation sales tax, Measure A. More recently, starting in 2017, FM3 has conducted an ongoing series of focus groups and surveys among Riverside County voters for the RCTC to examine the feasibility of an additional one -half -cent countywide transportation sales tax. In total, FM3's research has contributed to voter approval of 40 local tax and bond measures for agencies throughout Riverside County over the last 31 years. In addition to our work for local public agencies, FM3 also regularly conducts research among Riverside County residents and voters on behalf of private sector clients, such as the Mororigo Band of Mission Indians, Pechanga band of Luiseo Indians, Southern California Edison, SoCal Gas and Waste Management, as well as local elected officials and political candidates. In this capacity, our firm serves as pollsters for several state -level elected officials representing the various regions of Riverside County. This significant portfolio of work provides our team with current information regarding trends in local public opinion and issues of public concern. We would leverage this local knowledge, as well as our vast libraryof historic public opinion data from Riverside County residents, to benefit the research we would design and conduct for this project. 3 APPROACH & METHODOLOGY The target of the research will be residents of the Coachella Valley who fly at least once in a typical year, regardless of airport choice. We will reach them one of two ways: through a random sampling of local voter households, or a sample of local adults drawn from opt -in online panels. 3.1 Dual -Mode Voter Household Survey One option is using a sample of Coachella Valley registered voters for this survey, enhanced by current contact information (landline telephones, cellular telephones and email addresses) acquired from commercial data vendors. Using this sample, FM3 would interview a randomly selected adult within the household. Before being interviewed, FM3 will confirm that each potential respondent flies at least one per year under normal (non - pandemic) conditions. Page 6 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 RESEARCH Dual -Mode Data Collection The last few years have seen significant changes in the ways many Americans use communications technology. In particular, an increasingly greater proportion of the population has access through their smartphone or another mobile device. These changes have had a significant impact on the discipline of public opinion research. While the traditional methodology of conducting randomized telephone surveys continues to provide highly accurate data on public sentiments in a cost-effective manner, the rise of call -screening behavior presents growing challenges for survey projects attempting to achieve generalizable results. A contemporary approach for gathering statistically reliable data is to pair the traditional telephone survey methodology with the latest online survey applications. While many respondents are willingto offer their opinions through a telephone survey, there are several identifiable segments of the population who are more likely to respond to an online version of the survey. Combining the telephone and online survey data produces an all- inclusive, representative sample. Using this modern dual -mode survey methodology, FM3 collects survey data in two phases: Phase I: Online Interviews During this phase, FM3 will pull a randomized sample registered voter households in the Coachella Valley. FM3 will collect email addresses for respondents in this sample from two sources: • The voter file records maintained by local election authorities; and • Matching the names against a list of email addresses obtained from commercially available consumer records Based upon the final sample specifications, FM3 will set a target number of interviews to be completed online and construct an estimate of how many of those respondents will be likely to take the survey online after receiving an email invitation. (To mitigate against potential data collection mode bias, FM3 currently recommends an even balance of online and telephone completes.) Next, we will estimate an email invitation response rate based upon the State's demographics and send out invitation emails to a random selection of email addresses from the sample sufficient to achieve the target number of online completes from email invitations. Depending upon response rates, we may also send out reminder emails to recipients who have not yet taken the survey, or new email invitations to additional addresses in the sample. To encourage the greatest level of participation in the survey, we recommend "branding" the email invitation as originating from PSP and explaining that PSP has hired an independent public opinion research firm to conduct a survey about issues that are relevant to residents of the Coachella Valley. The email invitation will provide a link for the voter to take the survey online. Three to four days after this initial email invitation is sent, a second reminder email will be directed to recipients who have not yet taken the survey, requesting that they do so. Page 7 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 RESEARCH In instances where a potential respondent is randomly selected to take the survey online but does not promptly respond to the email invitation (and a cellular telephone number for this individual is also available), FM3 will follow up with a text message invitation as a reminder — an example of which is shown in Figure 1 on the right. This relatively new survey contact approach has been found to improve response rates to online surveys. FM3's use of text messages to distribute survey invitations has been vetted by independent legal counsel and determined to be compliant with all applicable state and federal laws and regulations, including the U.S. Telephone Consumer Protection Act (known as the TCPA). Phase II: Telephone Interviews: Within roughly a week of the initial distribution of the email, text message, and postcard invitations, FM3 will compare the demographic and geographic characteristics of the online completes with our Census - derived quotas and begin conducting telephone interviews to balance - out the sample and target subgroups that are underrepresented among the online interviews. (In many communities, those who opt to take a survey online tend to be or more affluent than the broader population, and frequently also have more formal education.) The telephone interviews are completed —and the online survey closed —when the overall target number of interviews is reached, and the demographic and geographic quotas have been sufficiently filled. (This means that sometimes more interviews than planned are completed in order to meet specific population quotas. If this occurs in your survey, these additional interviews will be completed and added to the overall dataset at no cost to PSP.) Combining the data from the telephone and online surveys produces an all-inclusive, representative sample of the population of interest. 3.2 Online Panel Survey Figure 1: Sample FM3 Text Message Survey Invitation Online panels are one of the most rapidly evolving methodologies in the discipline of public opinion research. Historically, online panels have long struggled to produce reliable probability samples for quantitative analysis — given that most are assembled from members who "opt -in" to participation — but today a newer generation of online panels, employing a wider range of sampling methodologies, are producing more reliable quantitative results. The feature that makes the current generation of online panels superior to their predecessors in providing accurate quantitative results is that modern panels are usually enormous — often consisting of millions of individuals — providing a vast pool of potential respondents from whom a randomized sample is then drawn. This methodology for selecting potential respondents produces a sample that is much more representative of the population of interest than those of older panels. This methodology makes it possible to set demographic quotas Page 8 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 an RESEARCH allowing a sample that replicates or "looks like" the broader population of interest, and often generates results that very closely match those obtained from more rigorous (and costly) random -sample telephone and/or dual - mode surveys. However, as specified by American Association for Public Opinion Research (AAPOR), because such panel samples are not themselves probability samples (in which every member of the underlying universe has an equal probability of being selected for the sample), they cannot be considered to model the opinions of that universe within a specified margin of sampling error. As such, panel surveys are a good way of testing messages and communications concepts, particularly relative to one another. However, they are less useful for gathering statistically reliable estimates of underlying public opinion. 4 RESEARCH SPECIFICATIONS AND COSTS Pricing and specifications for each approach are detailed below. Research Dual -mode survey based on vote households OR online panel survey Methodology Data Collection . Dual -Mode: Telephone and online interviews Mode . Panel: Online interviews only Respondent • Dual -Mode: Telephone calls, email invitations and text message invitations Contact Method a Panel: Online panel invitations Sample • Dual -Mode: 400-to-800 randomly selected Coachella Valley residents in voter households who fly at least once in a typical year • Panel: 400-to-800 online panel members who are Coachella Valley residents who fly at least once in a typical year Margin of ±4.9% for a sample of 400 interviews Sampling Error` ±4.0% for a sample of 600 interviews ±3.5% for a sample of 800 interviews *At the 95% confidence level (i.e., in 95 out of 100 cases) Questionnaire 12- to 18-minute survey, featuring between 25-70 unique questions (including battery question items and demographic questions) Language Interviews for the survey research described in this proposal will be conducted in English only. FM3 is fully capable of professionally translating and administering the survey in multiple languages, and we will be happy to provide pricing for this service upon request. 'As mentioned above, panel samples are technically not probability samples and therefore cannot be assigned a formal margin of sampling error. Page 9 DocuSign Envelope ID: 7C491A213-21EF-4246-9MA-9FD51D5079973 RESEARCH Deliverables Following the completion of the survey, we will provide: • A questionnaire with the topline results of the survey for easy reference • A complete set of crosstabs in an easy -to -read, comprehensive format • Verbatim responses to any open-ended questions • A complete analysis of survey results in PowerPoint • A presentation of the survey results FM3 will also be available for ongoing consultation and any further analysis of the research. Cost Figure 2 on the following page contains the total estimated costs for this research. These prices are comprehensive, and include all costs for questionnaire design, sample acquisition and preparation, programming, email and text message invitations (if applicable), web hosting and setup, telephone interviewing (if applicable), data entry and analysis, and reporting. Figure 2: Estimated Survey Costs We would welcome the opportunity to work with you on this research. If you have any questions or if there is any further information we can provide, please do not hesitate to contact us. Thank you for your consideration, and you may reach us as follows: Dave Metz, Partner & President Fairbank, Maslin, Maullin, Metz & Associates (FM3) 1999 Harrison Street, Suite 2020 Oakland, CA 94612 (510) 682-7340 Dave@FM3Research.com Laura Covarrubias, Research Associate Fairbank, Maslin, Maullin, Metz & Associates (FM3) 12100 Wilshire Boulevard, Suite 350 Los Angeles, CA 90025 (310) 433-6241 Laura@FM3Research.com Page 10 DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 r� DocuSign Envelope ID: 7C491A2B-21EF-424B-9A5A-9FD5D5079973 A� �`br CERTIFICATE OF LIABILITY INSURANCE °12/17/2021 THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER. THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW. THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT: If the certificate holder Is an ADDITIONAL INSURED, the policy(ies) must have ADDITIONAL INSURED provisions or be endorsed. If SUBROGATION IS WAIVED, subject to the terms and conditions of the policy, certain policies may require an endorsement. A statement on this certificate does not confer rights to the certificate holder in lieu of such endorsements . PRODUCER Hiscox Inc. d/b/a/ Hiscox Insurance Agency in CA 5 Concourse Parkway Suite 2150 CONTACT NAME: PHONE (888) 202-3007 FAX A/c No): ESL ADDRESS: contact@hiscox.com INSURERS AFFORDING COVERAGE NAIC # Atlanta GA, 30328 INSURER A: Hiscox Insurance Company Inc 10200 INSURED Stitch Marketing 8r Research INSURERB: 1220 Rosecrans St INSURER C : INSURER D : 9437 San Diego, CA 92106 INSURERE: INSURER F : COVERAGES CERTIFICATE NUMBER: REVISION NIIMRFR- THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIOD INDICATED. NOTWITHSTANDING ANY REQUIREMENT, TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS CERTIFICATE MAY BE ISSUED OR MAY PERTAIN, THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES. LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS. INSR LTR TYPE OF INSURANCE ADDL SUBR POLICY NUMBER POLICY EFF MM/DD POLICY EXP MM/DD LIMITS A X COMMERCIAL GENERAL LIABILITY CLAIMS -MADE � OCCUR Y Y UDC-2392468-CGL-21 10/19/2021 10/19/2022 EACH OCCURRENCE $ 1,000,000 RENTEU PREMISES GE ToEa occurrence $ 100,000 MED EXP (Any one person) $ 5,000 X Primary & Noncontributory PERSONAL&ADV INJURY $ 0 GEN'L AGGREGATE LIMIT APPLIES PER: X POLICY JET LOC OTHER: GENERAL AGGREGATE $ 3,000,000 PRODUCTS -COMP/OPAGG $ S/T Gen. 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