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HomeMy WebLinkAbout9/1/2004 - STAFF REPORTS (25) DATE: September 1, 2004 TO: City Council FROM: Assistant City Manager - Administration SUBJECT: Public Education Campaign on Utility Users Tax Initiative RECOMMENDATION: It is recommended that the City Council approve a contract services agreement with Adler Public Affairs in an amount not-to-exceed $72,900 to create a communication plan/outreach effort to educate voters on the utility users tax measure that has been placed on the November election. It is further recommended that the City Council re-allocate the $30,000 that was budgeted for the Early Voting Program and authorize an additional $42,900 from fund balance to cover the cost of this contract. SUMMARY: In July, the City Council voted to place a ballot initiative on the November election to raise the City's Utility Users Tax (UUT) by 3% for a three year period. To help educate voters about this initiative so that they will have the necessary information to make a clear choice on Election Day staff is recommending that a communications consultant be retained to create a public education campaign consisting of several direct mail pieces and a public outreach effort. BACKGROUND: State law prohibits public agencies from spending public funds to campaign for or against a particular ballot measure, but permits use of public funds to provide purely "informational" material about a measure (Stanson v Mott, 17 Cal 3d.). Simply put, this means the city can use public funds to advise residents in some detail about the issue and the consequences of a "yes" or "no" vote. However, materials that express advocacy by urging the election or defeat of an identified candidate or the passage or defeat of an identified measure are strictly prohibited. In 2002, the City retained a communications consultant to create a neutral, non- biased public education campaign to educate voters about six (6) different ballot measures so that they had the necessary information to make clear choices on Election Day. This campaign consisted of six (6) direct mail pieces that were sent to each household in the City, an information package with official background information on each measure that could be mailed upon request, and a toll-free information line for information about each measure and to request additional a 1 1 materials. The cost for this education campaign was approximately $125,000. Staff believes that this campaign was largely responsible for successfully educating voters to reject four of the six ballot measures. While historically voters have supported the City's Utility Users Tax (UUT), the public opinion survey that was conducted in May revealed that an increase in the UUT had marginal public support (34%) at best and would likely fail without a strong educational campaign. Typically, campaign consultants believe that local tax measures need to have the support of at least 60 percent of the likely voters to have a chance to succeed. Although public support was significantly higher (53%) if the increase was dedicated for public safety purposes, it still was not enough to achieve the necessary 2/3 vote required for passage. Based on this information, staff believes that a strong educational campaign is absolutely critical for the utility tax measure to have any chance of success in the upcoming November election. For this reason, staff solicited proposals from two (2) firms that specialize in providing public relations and campaign planning. Based on the relative experience and cost information provided by both firms, staff is recommending Adler Public Affairs. Adler Public Affairs (APA) is a 17-year-old Long Beach-based firm that specializes in providing political, public affairs and public relations counsel to individuals, organizations and government agencies in the public eye. APA has represented clients ranging from public agencies and private firms with specialized communications or crisis management needs to political candidates, public officials and prominent causes. APA has helped cities, government agencies and school districts throughout Southern California pass and maintain taxes, fees and bond issues. The firm coordinated one of the largest Prop 218 elections ever on behalf of the Sacramento Area Flood Control Agency and helped pass a $370 million bond measure for the Coast Community College District in Orange County in 2002. The firm has been honored for its work in 1998, 1999, 2000, 2001, 2002 and 2003 by the Communicator Awards, including three Crystal Awards of Excellence, as well as a Prism Award of Excellence from the Public Relations Society of Los Angeles. APA is proposing a modest public outreach program to provide residents vital information as to what the proposed increase in the utility tax means for the City. A copy of their proposal including their qualifications to conduct this campaign is attached. Their program consists of a minimum of three (3) information newsletters that explain the City's budget situation in plain, simple terms will be needed to ensure message penetration. The City could choose to do more or fewer newsletters depending on the budget that is established. In addition, APA is recommending that a series of"open houses" be held to enable the public to learn more about the budgeting process and fiscal options, as well as the creation of an outreach effort that includes a strategy to utilize the news media to help educate the public. The estimated cost for this campaign is $72,900. If selected, APA will develop a specific calendarized, line-item budget establishing cash-flow needs for the duration of the outreach effort. 2 01/)q C)- APA has indicated that they plan to work closely with the City Attorney's Office to ensure that the educational campaign conforms to all legal requirements and does not advocate. In fact, APA has conducted numerous outreach efforts similar to what they are proposing for the City and have never been challenged. Although this campaign was not budgeted in the current fiscal year, there is $30,000 that was set aside for the Early Voting Program that was subsequently cancelled by the County of Riverside. If the City Council wishes to proceed with this campaign as proposed, an additional $42,900 from Fund Balance will be required. Staff believes that an educational effort on the utility users tax initiative is not only justified but is essential in order to educate the community about the City's fiscal crisis and the consequences of their vote. ro L. Butzl istant City Manager - Administration APPROVED City Manager F Attachments: 1. Proposal from Adler Public Affairs dated August 24, 2004 2. Minute Order ,03 3 a ? � S - �4, i I^ E, CITY OF PALM SPRINGS u,i�,�- UTILITY USERS' TAX PUBLIC EDUCATION EFFORT August 24,2004 I CITY OF PALM SPRINGS ._ UTILITY USERS'TAX PUBLIC EDUCATION EFFORT ------------------'----------- -----------------------------`---------------------- -----------'---—'- I. QUALIFICATIONS, RELATED EXPERIENCE AND REFERENCES COMPANY PROFILE Adler Public Affairs (APA) is a 19-year-old public affairs and public relations firm that specializes in providing counsel to organizations and government agencies in the public eye. APA has represented clients ranging from public agencies and private firms with specialized communications or crisis management needs to political candidates, public officials and advocates of prominent causes. The firm was founded in 1986 by Jeffrey D. Adler, following his 10-year career as a newspaper reporter. His philosophy of applying results-proven techniques driven by innovative and creative strategies has allowed the firm to cost-effectively service a wide variety of clients with a precision that yields positive results. The firm has been honored for its work in 1998, 1999, 2000, 2001, 2002 and 2003 by the Communicator Awards, including three Crystal Awards of Excellence, as well as a Prism Award of Excellence form the Public Relations Society of Los Angeles and two bronze 2003 Summit Creative Awards. APA is best known for developing effective communications strategies, collateral materials, press and community relations activities, media training and crisis management action plans. The firm produces all manner of award-winning communications ranging from printed materials - including brochures, annual reports, newsletters, corporate identity packages and direct mail -to videos, television and radio spots, permanent displays and outdoor advertising. The firm is well known as an innovator in developing communication and public awareness programs for government agencies, with experience ranging from the introduction of carpool lanes and California's first modern toll road, to public education programs related to Proposition 218 ok mono campaigns and public finance efforts. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Classification of Firm Adler Public Affairs, Inc. is a California corporation headquartered in Long Beach, California. Office Location APA has one office. We may be reached at: Adler Public Affairs, Inc. Telephone: (562) 435-5551 200 Pine Avenue Fax: (562) 435-5735 Suite 300 E-mail: jeffadler@adlerpa.com Long Beach, CA 90802 Website: www.adlerpa.com Jeffrey Adler, president, is authorized to sign on the agency's behalf. Number of Employees APA has seven employees, including its president, chief financial officer, media relations director/senior copywriter, political director, art director, account executive/copywriter and administrative assistant. A Reputation For Success Adler Public Affairs is best known for developing comprehensive strategies and managing effective, successful campaigns throughout California and has specific experience in Riverside County and the Coachella Valley. In addition to developing communications strategies, managing press relations, conducting research projects and providing media training and crisis management counsel, the firm produces all manner of printed materials, including brochures, annual reports, newsletters, corporate identity packages and direct mail. The firm has broad experience in developing research, communications, public awareness and public affairs programs that deal effectively with technical and common concerns of both the public and government officials alike. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Related Experience The firm has successfully directed multiple public outreach programs on behalf of cities, community college districts and special districts in California seeking voter approval to continue existing taxes, institute new taxes and assessments or issue bonds to maintain vital services and make capital improvements. Utility tax increases, such as the one proposed in Palm Springs, is par for the course at Adler Public Affairs. The firm utilizes both qualitative and quantitative research to develop comprehensive education and outreach programs to achieve the desired results while remaining true to the legal guideline of "educate, don't advocate." None of the public education materials created by APA have ever been legally challenged. In addition, APA takes great pride in creating materials that are appropriate for a government agency. In these situations, the firm is always conscious of the fact that it is paid with taxpayer dollars and designs materials that won't look too "slick" when asking residents to pay or increase taxes. Among the public agencies seeking to institute or defend taxes and fees for which Adler Public Affairs has managed public outreach and education are: • The Sacramento Area Flood Control Agency, which won approval in 2000 for a $35 million special benefit assessment district, one of the larger districts formed to date. Adler Public Affairs produced a series of three direct-mail newsletters, an informational brochure and other collateral material and drafted ballot arguments, leading to a wide margin of victory. • The Coast Community College District in Orange County, which secured approval for a $370 million bond measure in 2002. The firm provided both public education and campaign management services, producing three direct mail community newsletters and other collateral material and drafting ballot arguments. r , t �.. i CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT -'-------------------.'_.---------------_---- ------------------------------------------------------- • A campaign committee in the Los Angeles County City of Hermosa Beach, which defeated a 1999 ballot measure that would have repealed a utility users' tax that provided funding for public safety services. Adler Public Affairs provided both public education and campaign management services, drafting ballot arguments, producing several pieces of direct mail and assisting with media relations. • The Orange County City of La Palma, which sought and won voter approval in 2002 to continue collecting a utility users tax. Adler Public Affairs provided strategic counsel and produced a series of community newsletters. • The City of Yorba Linda in Orange County, which won approval in 1997 to continue an assessment district to fund street lighting and landscaping. The firm provided strategic counsel and drafted, designed and produced ballot materials. • The Riverside County City of Hemet, which secured voter approval in 1999 to form a special assessment district to fund the maintenance of street lights. The firm provided strategic counsel and drafted, designed and produced the ballot materials. • The Orange County City of Garden Grove, which won approval in 1999 to form a special assessment district to fund street-lighting services. Adler Public Affairs provided strategic counsel and drafted, designed and produced ballot materials. • The City of Los Alamitos in Orange County, which secured voter approval in 2002 to continue collecting a utility users tax. The firm produced community newsletters and other collateral material and assisted with media relations. �l b, t CITY OF PALM SPRINGS �`tr UTILITY USERS'TAX PUBLIC EDUCATION EFFORT • A campaign committee in Ventura County's Santa Paula, which is currently seeking passage of a utility users' tax. Adler Public Affairs is serving as campaign consultant and coordinating campaign activities. In addition, Adler Public Affairs has directed dozens of political campaigns on behalf of candidates for City Council and other government posts, campaign committees advocating certain ballot outcomes and companies seeking to defeat land use-related ballot measures, including winning campaigns for: • Five of nine Long Beach City Council candidates seated in 1998. • A former Long Beach mayor as well as the current city attorney and city auditor. • Former mayors in the cities of Anaheim, Carson and Huntington Beach. • Judicial candidates in Orange County. Adler Public Affairs has provided public affairs services to a wide variety of other clients in the public sector, including: • The Alameda Corridor Transportation Authority. APA is co-managing public information and public awareness efforts for the joint-powers agency formed by the cities and ports of Los Angeles and Long Beach to construct the $2.4 billion Alameda Corridor rail cargo expressway. Services included producing groundbreaking and grand opening ceremonies, multiple �s community newsletters and other collateral material and managing media relations. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT ----------------------------------------------------------------------------------------- • The Option B Group, 14 cities and agencies that together lost nearly $190 million in the Orange County bankruptcy. APA designed and implemented a strategic communications plan to communicate complex messages to the public, government leaders and the business community and garnered news coverage that fully explicated the group's position at the local, regional and national levels. • Port of Long Beach. APA is managing a comprehensive public-awareness campaign it developed for the port's environmental programs. Elements of the campaign include branding, print advertising design and placement, Web site rewrite and redesign, community outreach, government relations and media relations services. In addition, the firm produces press events, writes and disseminates news releases, fact sheets and other materials, places news stories and brokers interviews with journalists. • Orange County Transportation Authority. APA provided public awareness campaign activities to the agency for the final phase of the Beach Boulevard Smart Street Improvement Project and community outreach for a proposed restructuring of bus fares. • Sound Energy Solutions, a subsidiary of Mitsubishi Corp. APA developed and is managing a comprehensive public affairs program for a proposed liquefied natural gas terminal at the Port of Long Beach. The program includes community outreach and government relations services, as well as media relations and collateral material development. • Parsons, Brinckerhoff, Quade & Douglas, Inc., which conducted the 1-710 Major Corridor Study on behalf of California Department of Transportation, Los Angeles County Metropolitan Transportation Authority, Southern California Association of Governments and Gateway Cities Council of Governments. APA provided community and government outreach services. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT • Kiesel, Boucher& Larson, a law firm representing plaintiffs in civil lawsuits brought against various Roman Catholic dioceses in California. APA produced news conferences, composed and distributed news releases, brokerd interviews with journalists and placed news stories. • Developers Diversified Realty Corporation, a publicly traded real estate investment trust and its CityPlace retail and residential redevelopment project in Long Beach. APA provided media relations, government affairs and community outreach services with the goal of securing community support and City entitlements for the project, which is now complete. • City and County of Honolulu. APA implemented a comprehensive campaign to create public support for a proposed $1.7 billion rapid transit system. • Transportation Corridor Agencies and Lockheed IMS. APA planned and managed sophisticated public awareness campaigns for Orange County's Foothill Transportation Corridor, the first modern toll road in California. • John Wayne Airport in Orange County. APA provided public outreach and advertising services during expansion of a heavily used parking structure across from the main terminal. • Southern California ITS Priority Corridor, which includes Los Angeles, Orange, San Bernardino, San Diego, Riverside and Ventura counties. APA provided marketing and outreach services. • California Department of Transportation. APA worked with Caltrans to develop its strategy for the introduction of carpool lanes on the 1-5, including community outreach strategies designed to mitigate severe construction impacts. � ' /� E t;�•„�/,�;,x �� CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT • Orange County Water District and the Orange County Sanitation District. APA provided community outreach services for a state-of-the-art groundwater replenishment project now being developed by the two agencies. • Long Beach Water Department. APA provided a wide variety of services, including a strategic plan to win City Council approval of annual budgets and rate increases for a new $40-million treatment plant, award-winning collateral materials such as logos, audio/video, newsletters, rate increase notices, and annual water quality reports, and media relations and crisis management. Ila I =AEI�Ii 1�c5 CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT CLIENTS SERVED BY ADLER PUBLIC AFFAIRS The following is a partial listing of clients for which APA has had primary project or management experience: • AIMCOR • Alameda Corridor Engineering Team • Alameda Corridor Transportation Authority • Anschutz Entertainment Group • Astoria Metal Corporation • Automobile Club of Southern California • Bicycle Club Casino • Bixby Ranch Company • Boeing Realty Corporation • California Department of Health Services • California Private Transportation Company • Caltrans • Catholic Healthcare West • City of Anaheim • City of Garden Grove • City of Hemet • City and County of Honolulu • City of La Palma • City of Long Beach • City of Los Alamitos • City of Rancho Cucamonga m • City of Santa Ana d® _ - CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT • City of Yorba Linda • CMA CGM (America) Inc. • Coast Community College District • CommonWealth Partners • Daniel, Mann, Johnson & Mendenhall • Developers Diversified Realty Corporation • Earth Tech • Enron • Farano and Kiviet, a California Law Corporation • Griffin Industries • International City Bank • John Wayne Airport • Pacific Public Radio KKJZ-FM • K.V. Mart Company • Lockheed Martin • Long Beach Power Distribution Company • Long Beach Water Department • Lowe Enterprises • Majestic Realty • Mayo Clinic • Mesa Airlines • Mesa Consolidated Water District • Morrison Knudsen • National Association of Home Builders • Newport Pacific Group 1 jq • Nexa Securities V1` n m -� CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT €_ -------------------------`-------------------------------------�-- ------------ ---`------ • Oahu Transit Group • OliverMcMillan • Option B Group • Orange County Transportation Authority • Orange County Water District • Port of Long Beach • Poseidon Resources Corporation • Project Dimensions • Ramada Maingate Hotel • Rancho Los Alamitos Foundation • Riverside County • Sacramento Area Flood Control Agency • Sea Launch • SeaVenture • Security Pacific Bank • Sound Energy Solutions, a Mitsubishi corporation subsidiary • Southern California ITS Priority Corridor • Suburban Water Systems • Trabuco Canyon Water District • Transportation Corridor Agencies • Tri-Cities Municipal Water District • University of California, Davis, Medical Center • Ventura County Calleguas Creek Watershed Management Program • Warland Investment Co. • Watson Land Company ®®® • Western States Petroleum Association i9i�ti:.fi i CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT c_-== _- - -=-- - - -- - ---- — -- - - --- - - - -- -- ----------- Why APA? Principal Jeffrey Adler has assembled a high-powered team of political and media consultants who have a proven record working with government agencies at all levels -federal, state, county, municipal - and have run numerous campaigns for public finance measures, referenda, levies and candidates. The firm has demonstrated time and again that it can take the ideas of those in the public eye and translate them into ballot measures, campaign literature, policy proposals and other intellectual property that influences voters. After acquiring polling data, the results are then passed onto APA campaign director Jonathan Brown, who has training in interpreting the answers and developing messages from them to use in a campaign. Mr. Brown knows how to take data and determine the leanings of voters so he can provide clients with sound counsel. A respected political consultant in California and, previously the Northeast, South and Southwest, Mr. Brown is accustomed to using the results and turning them into materials that help win campaigns. His mark is on campaigns nationwide. Mr. Brown will look closely at Palm Springs' polling data and carefully analyze it to create message for intended audiences. The best way to reach the audience - in this case voters- is through media relations and direct mail. The APA staff, particularly its media relations manager and President Jeffrey Adler, have contacts throughout California and have a proven reputation for placing stories with everything from the biggest networks and dailies to the smallest (but well read) weeklies and Web sites. Mr. Adler, in particular, is well known by reporters and editors and can direct dial into almost every relevant newsroom in the state of California. APA's newsletter and direct-mail campaigns are award-winning, as is the in-house designer, Marlene Esquivel, who will create all manner of collateral materials for the City of Palm Springs. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Successful public finance measures have a small margin for error. Even when measures poll favorably, any missteps can make a tremendous difference between winning and losing. Support for the Utility Users Tax (UUT) is polling in the low 50s, we've been told. APA will lead a carefully planned, education effort to alert voters to the importance of the UUT to the city's continued fiscal health and what the consequences of a "no" vote will be. The expertise that this team will bring to the City of Palm Spring is strong and specific to the task at hand. This breadth of experience, strategic excellence, successful track record, award-winning professional staff, full-service capability and unmatched creativity all point to the firm best matched to the wants, needs and comprehensive requirements expressed by Palm Springs' leadership. Mr. Adler is considered one of California's foremost experts on developing winning strategies for public finance measures. His firm has done similar work in the past with the Sacramento Area Flood Control District and the City of Santa Ana, where voters were asked to weigh on a measure that would protect the integrity of public works services. His advice is often sought by public officials who want to gauge their chances of passing a tax, being re-elected, entitling a capital project or any number of other issues. Time and again, this veteran professional team has crafted, directed and delivered successful public finance efforts throughout California and stands ready to find the best way to educate Palm Springs voters about the proposed UUT increase in their city. Ifi /7 CITY OF PALM SPRINGS -- UTILITY USERS'TAX PUBLIC EDUCATION EFFORT �--- ------'-------------'-----------------'------------------- ------- ------------------------------------- � REFERENCES FOR ADLER PUBLIC AFFAIRS Client: City of La Palma Project: Utility Users Tax Reauthorization Contact: Catherine Standiford, City Manager 7822 Walker Street La Palma, California 90623 (714) 690-3338 Project Description: The City of La Palma was obligated by a court ruling to seek voter approval for its Utility Users Tax (UUT), which had been originally instituted through a City Council action. APA created a series of public education mailers that helped voters understand that they were not being asked to pay a new tax or increase taxes. The measure reauthorizing La Palma's UUT passed with 65 percent of the vote in March 2002. Client: Sacramento Area Flood Control Authority Project: Assessment District Contact: Mr. Tim Washburn, Counsel 1007 7th Street, 5th Floor Sacramento, CA 95814 (916) 874-7606 Project Description: SAFCA wished to pursue a special assessment on properties to fund flood control improvements. Under California law, such assessments require passage through special mail balloting procedures. APA directed a public education and outreach program to explain the need for the assessment and how the amount (on a sliding scale) for each parcel was calculated. The assessment was the largest in California history to be passed using the mail balloting procedures �" R:'; rs= CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Client: Coast Community College District Project: Community College Bond Public Education and Advocacy Campaigns Contact: Dr. William Vega, Chancellor 1370 Adams Ave. Costa Mesa, CA 92626 (714) 438-4600 Project Description: APA was retained by the Coast Community District Board of Trustees to determine the feasibility of passing a general obligation bond measure to fund capital improvements. After determining that such a bond could be passed and deciding on the amount and an election date, APA created a series of public education mailers to explain the facilities needs of the District and remind voters of the schools' strong history in the community. Upon the Board's decision to go forward with the election, APA served in a campaign management role for the Yes on C campaign committee, producing mailers and organizing voter mobilization efforts. The $370 million bond measure passed with 65 percent of the vote (55% needed) in November 2002. CITY OF PALM SPRINGS : UTILITY USERS'TAX PUBLIC EDUCATION EFFORT �------------------------------------------__:_.-------------'-------------------------------- ------- -----------� II. PROPOSED PROJECT STAFF JEFFREY ADLER President— Project Director With more than 25 years of experience in public affairs, Mr. Adler has conceived and directed award-winning public information, public relations and successful political campaigns for a wide range of private- and public-sector clients across the nation. Mr. Adler founded Adler Public Affairs more than 19 years ago following a 10-year career as an award-winning daily newspaper reporter in California, Nevada, Oregon and New York. Mr. Adler has managed media relations programs, provided crisis management counsel, designed marketing and outreach programs, managed issues and customized advertising campaigns for public officials, public agencies, private companies and non-profit organizations in California, Washington, Oregon, New Mexico, Florida, Hawaii and Nevada. His breadth of experience ranges from politics to high tech, encompassing transportation, water, energy, government finance, construction, education, healthcare, the environment, engineering and the law. Well-known corporate entities such as Boeing, American Airlines, Mitsubishi, Anschutz Entertainment Group, The Home Depot and Developers Diversified Realty (DDR), among others, have sought his expertise. A leading public affairs, public awareness and advertising innovator for the transportation and water industries and government agencies, Mr. Adler conceived and managed a comprehensive campaign to create public support for a $1.7 billion rapid transit system on behalf of the City and County of Honolulu. In Orange County, he has conceived and managed public awareness, grand opening, marketing and press activities for the Foothill Transportation Corridor on behalf a�l�ty,j'p � CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT of the Transportation Corridor Agencies and Lockheed Information Management Systems, as well as the Orange County Groundwater Replenishment System. Also, he has developed public awareness programs and materials for the Long Beach Water Department, Suburban Water Systems, Tri-Cities Municipal and Orange County Water District, California Department of Transportation (Caltrans) carpool lane and freeway-widening projects in Southern California. He has developed marketing strategy and public relations activities for the Port of Long Beach, Southern California Association of Governments, Gateway Cities Council of Governments, Sacramento Area Flood Control Agency, Long Beach Convention and Visitors Bureau, as well as the cities of Long Beach, Santa Ana, Garden Grove, Los Alamitos, Hemet and Yorba Linda, Orange County Transportation Authority, John Wayne Airport, Riverside County Department of Social Services and the 91 Express Lanes on behalf of the California Private Transportation Company. He currently is directing public-awareness activities for the Alameda Corridor on behalf of the Alameda Corridor freight rail expressway and related projects. In addition, Mr. Adler has directed, managed and provided strategy on statewide issues campaigns in Washington, Oregon, Florida and Hawaii. He has also directed dozens of candidate and issues campaigns throughout California. An award-winning news reporter, Mr. Adler was nominated for the Pulitzer Prize in investigative journalism in 1979. His work has appeared in numerous publications, including Newsweek and the Chicago Tribune. Mr. Adler holds a Bachelor of Science degree from the Medill School of Journalism at Northwestern University. e R� Al rtiy^al:.131: t CITY OF PALM SPRINGS _UTILITY USERS'TAX PUBLIC EDUCATION EFFORT -- -- -L--------- - ---- --- - - ------------------- ----- ------J JONATHAN L. BROWN Campaign Director — Project Manager As Political / Government Affairs Director, Mr. Brown develops and implements strategy and directs day-to-day management activities on behalf of candidates and clients sponsoring and opposing ballot measures, as well as government agencies, associations and corporate clients with political needs. He maintains contact with political candidates and clients, serving as account manager, directing production of all political materials, including direct mail and other political advertising and campaign materials. In 2002, a newsletter produced under his direction for Lloyd Management Co. won a Crystal Award of Excellence from the Communicator Awards. In addition to his political work, Mr. Brown oversees government and community outreach efforts, develops and executes outreach strategies, identifies target audiences and manages public-sector outreach contracts for a wide range of clients. He has managed efforts for the City of Santa Ana, Long Beach Convention and Visitors Bureau, City of La Palma, City of Los Alamitos, Coast Community College District, Anschutz Entertainment Group, Lowe Enterprises, Southern California Association of Governments, Watson Land Company and the National Association of Home Builders. Under Mr. Brown's direction, APA has engaged in independent expenditure and issue advocacy campaigns that helped elect clients' favored candidates for United States Congress (Linda Sanchez, 39th District), and City Council in Hawthorne and Fillmore. He has directed successful municipal candidate and ballot measure campaigns in Los Angeles, Orange and Ventura counties. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION_EFFORT `------------------- -----'---------------`--`---`-`----------`---------`-'-`----' Mr. Brown has a wide range of experience in political campaign management, having worked on campaigns in seven states. He has served as campaign manager for congressional campaigns in California and Texas, and a statewide race for lieutenant governor in Mississippi. Mr. Brown has served as communications director and press secretary for congressional races in North Carolina and Mississippi. In addition, he has served as communications director for a member of Congress and worked as communications consultant to the Democratic Congressional Campaign Committee. As an independent consultant, Mr. Brown has provided message development and media skills training for a variety of political clients. A former correspondent for the Associated Press bureau in Madison, Wisconsin, Mr. Brown holds a Bachelor of Arts degree in political science from the University of Wisconsin. CITY OF PALM SPRINGS -- UTILITY USERS'TAX PUBLIC EDUCATION EFFORT JOHN CANALIS Media Relations Manager and Senior Writer Mr. Canalis directs media relations and serves as senior writer at Adler Public Affairs. He produces a variety of printed materials, including advertising, brochures, fact sheets, informational graphics, newsletters, opinion pieces, press releases, speeches, surveys and other ephemera. He also serves as a liaison between clients and local, regional, national and international media. Specializing in utilizing the news media to achieve strategic goals, Mr. Canalis develops and executes comprehensive communications programs and provides counsel on media-relations issues to a wide variety of clients in both the public and private sectors. As a former newspaper reporter, Mr. Canalis serves as chief liaison to the news media, responding to requests for information, brokering interviews, pitching stories, running media events and supervising site visits. In this capacity, he serves as a media representative and spokesman for the Alameda Corridor Transportation Authority (ACTA). The $2.4 billion Alameda Corridor is a 20-mile-long freight rail expressway linking the ports of Los Angeles and Long Beach to the rail yards near downtown Los Angeles. Before arriving at APA, Mr. Canalis spent nearly a decade as a reporter and editor. He most recently worked for four years at the Long Beach Press-Telegram, where he held the positions of assistant city editor, Los Angeles County government reporter and Downey bureau chief. He reported on multiple subjects such as government, politics, elections, public affairs, transportation, redevelopment, land use and private industry. His work also appeared in the the '3,-1 illa` CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Press-Telegram's sister publications in the Los Angeles Newspaper Group, including the Los Angeles Daily News, San Bernardino Sun and San Gabriel Valley Tribune. Prior to his years at the Press-Telegram, Mr. Canalis reported for the Los Angeles Times, Orange County Register, Saddleback Valley News, Daily Pilot and United Press International. Mr. Canalis carries a bachelor's degree in journalism from California State University, Long Beach, and is pursuing an MBA at Pepperdine University. CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT MARLENE ARAUJO ESQUIVEL Graphic Designer/Production Manager An accomplished graphic artist with international experience, Ms. Esquivel designs collateral and marketing materials to meet both the strategic and everyday communications needs of a wide variety of clients. These materials include newsletters, informational brochures, direct mail, press kits, letterhead, logos and Web site design. She also oversees production management, including close coordination with printers, mail houses and other vendors. Ms. Esquivel establishes specialty teams of graphic designers, photographers and videographers to deliver materials that meet client needs. Before joining Adler Public Affairs, Ms. Esquivel worked as graphic designer in Porto, Portugal, for various corporate, engineering and government clients. She has handled corporate identity design, promotional campaigns, brochures, fliers, package design, newsletters, Web sites and other materials. Since moving to the United States in 2003, she has worked as a freelance graphic designer and in production management capacities for various corporate clients in the San Gabriel Valley and greater Los Angeles area. Her technical skills go beyond traditional design. Ms. Esquivel worked for several years as an engineering and industrial design drafter. She is also a skilled fine artist, working primarily in illustration. Her work has been displayed in various exhibits in Europe, where she also managed and served as creative director of a painting and handcrafting studio. Prior to becoming a graphic designer, Ms. Esquivel, who is a native of South Africa, taught English in Portugal. She is fluent in Portuguese and Spanish and has a comprehension of French and Afrikaans. � �� :v�11+3,IS. t , 1 CITY OF PALM SPRINGS _ UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Ms. Esquivel is considered an expert in Adobe Illustrator, QuarkXPress, Adobe Photoshop and AutoCad and is skilled at several other design and multimedia-related computer software programs. Ms. Esquivel holds a bachelor's degree in graphic design from highly regarded Escola Superior de Arte e Design in Portugal and various other industry certificates in digital arts, multimedia, drafting and related areas. A10-7 ra;=t,nla,:; CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT --- ----- — ---- ------- --- -------------------------- - --- - -j AMANDA BERNARD Account Coordinator Amanda Bernard helps coordinate media coverage for APA's extensive roster of public- and private-sector clients. She assists with scheduling and executing client projects and programs, account management and training, event planning, media buying, proofreading of collateral materials, copywriting and editing press releases, list and database management, and production management. She has built a reputation as a creative self-starter who can quickly evaluate client needs and execute their strategies in short time frames. Since joining APA, Ms. Bernard has contributed to public affairs programs for the Riverside County Department of Social Services, the Calleguas Creek Watershed Management plan, the Port of Long Beach and the Alameda Corridor Transportation Authority. Prior to her time at APA, Ms. Bernard served as a public relations and promotions intern the Galaxy and Coach House concert venues in Orange County, Calif., where she helped coordinate electronic and print media coverage for musicians. In this fast-paced environment, she served the promotional needs of local and national touring acts. Prior to her experience in concert promotions, Mr. Bernard produced press releases, media lists and other materials for a well-known non-profit organization in Orange County. In this capacity she produced brochures and other widely distributed materials. Before entering public relations, Ms. Bernard worked in sales and employees training, primarily in the restaurant and culinary arts fields, and served in management roles at popular restaurants in Southern California. In the restaurant field, her writing and editing skills became an asset in the design and layout of menus and other written materials. ! 19 CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT ---------------- -- ---`--` - - ---- - ------- ---- -- ---- Ms. Bernard holds a bachelor of arts degree in communications with emphases in public relations and entertainment studies from California State University, Fullerton. a V� p, ` CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT III.WORK PLAN TIMING/CHALLENGES Timing is everything. Because the proposed 3 percent increase in the Utility Users Tax is already on the ballot, Adler Public Affairs must begin an immediate, hard and thorough assessment of how to best educate (not advocate) municipal voters to the realities of municipal finance in Gov. Arnold Schwarzenegger's California. Though the measure reportedly wins a slight majority in a recent survey, the process is not without sizeable challenge. The City Council is divided over this issue and a City Council- appointed budget task force opposes the proposed three-year UUT increase. In addition, key traditional allies in these types of efforts - police and fire- reportedly have decided to remain neutral. Typically, campaign experts will tell you that finance measures need to have a majority running about 60 percent to have'a chance to succeed. This, coupled with the divisions noted above, indicate UUT increase supporters have their work cut out for them, particularly in an area like Palm Springs, where voters have been reluctant to approve tax measures of any nature. Moreover, municipally funded education campaigns must be careful to abide by the mandate to educate, not advocate. This means that the city's outreach effort must advise residents in some detail about the city's financial status and health and the consequences of a "yes" or "no" vote. This must be accomplished carefully and with great attention to preserving the city's credibility and legal standing on citizen outreach efforts, Clearly, opponents of the UUT will be closely watching how the city expends its outreach funds and whether those funds cross over the line into advocacy. a Vlay e�y�n CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT Adler Public Affairs has conducted numerous outreach efforts of this nature and never once have any of the materials prepared by APA in conjunction with its municipal clients been challenged. In fact, we are adept in working with an entity's city attorney to ensure that public officials can take great confidence in the educational outreach effort being taken to city residents. PLANNING FOR VICTORY Upon award of this contract, APA will begin working with city staff to create a communications plan/outreach effort that both complies with state law yet will educate residents in a variety of ways as to just what the proposed UUT increase means for the city. APA is known for seamlessly working with government agencies to transmit their ideas to residents in compelling, easy-to-understand terms that present a clear choice for voters. The goal is to educate voters so that they will have the necessary information to make a clear choice on Election Day. PUBLIC EDUCATION PHASE The APA approach to municipal outreach for public finance measures is to reach potential voters in a variety of ways. This means reaching residents with vital information, with particular emphasis on direct mail in the form of informational newsletters, that utilize an existing graphic look, as the primary vehicle. We recommend sending out no less than three such informational newsletters that explain the city's budget, fiscal situation and budget options in plain, simple terms coupled with compelling graphics. The actual number of newsletters mailed, however, is subject to the budgetary constraints of the outreach effort established by the City Council. In addition, important decisions about targeting need to be jointly considered. Should these R"< CITY OF PALM SPRINGS -3 UTILITY USERS'TAX PUBLIC EDUCATION EFFORT - -- - - - - - -- ---------- ------------ --- -- - - -- ---- -- -- - --- ----- -- -- ---- -----.-_ J mailings be sent to all municipal postal stops (approximately 39,000 in Palm Springs) or just to registered voter households (approximately 19,500). Not only is this a budgetary consideration, but a legal issue for the city attorney relating to the educate, not advocate prohibition. Additionally, APA proposes an outreach effort that includes a strategy to utilize the news media to help educate the public as well as a series of open houses to which the public should be invited to learn more about the budgeting process and fiscal options. Other materials might include a general handout, fact sheet and questions-and-answers pamphlet. In nearly 20 years of experience, APA has learned that a message should be repeated at least three times before it is retained. This plan calls for three newsletters to be sent citywide to ensure message penetration, budget allowing. BUDGET If APA is selected for this engagement, the firm will develop a specific calendarized, line-item budget establishing cash-flow needs for the duration of the outreach effort. This final budget will take into account a variety of factors yet to be considered, such as other issues on the ballot, available staff resources, mechanical capabilities that might leverage the budget (access to printing) and, most importantly, financial limitations. Please find attached a rough-cut budget that recommends how resources might be allocated. V1I I 3o`��Obai�ti' .,.---- . _rA �p,�hFti,-'; CITY OF PALM SPRINGS UTILITY USERS'TAX PUBLIC EDUCATION EFFORT CITY OF PALM SPRINGS — UTILITY USERS'TAX INCREASE Adler Public Affairs Proposed Budget Mailers listed in this budget will be sent to all 39,000 postal addresses in the City of Palm Springs. A smaller program might include only all listed residences (35,000) or the 19,984 households with 23,483 registered voters. The estimated unit cost inclusive of postage on the newsletter is expected to average about .52 cents. • Newsletter#1 $ 20,300 • Newsletter #2 $ 20,300 • Newsletter #3 $ 20,300 Total $ 60,900 Consulting Fee $ 12,000 (Sept., Oct., Nov.) Outreach Total $72,900 MINUTE ORDER NO. / ," ` APPROVING A CONTRACT SERVICES AGREEMENT WITH ADLER PUBLIC AFFAIRS IN AN AMOUNT NOT- TO-EXCEED $72,900 TO CREATE A PUBLIC EDUCTION/OUTREACH CAMPAIGN ON THE UTILITY USERS TAX INITIATIVE ............... I HEREBY CERTIFY that this Minute Order, approving a contract services agreement with Adler Public Affairs in an amount not-to-exceed $72,900 was adopted by the City Council of the City of Palm Springs, California, in a meeting thereof held on the 1st day of September, 2004. PATRICIA A. SANDERS City Clerk 4 RESOLUTION NO. OF THE CITY COUNCIL OF THE CITY OF PALM SPRINGS, CALIFORNIA,AMENDING THE BUDGET FOR THE 2004-05 FISCAL YEAR. WHEREAS Resolution 20973 approving the budget for the fiscal year 2004-05 was adopted on June 9, 2004; and WHEREAS the City Manager has recommended, and the City Council desires to approve, certain amendments to said budget; NOW THEREFORE BE IT RESOLVED that the Director of Finance is authorized to record inter-fund cash transfers as required in accordance with this Resolution, and that Resolution 20973, adopting the budget for the 2004-05 fiscal year is hereby amended as follows: SECTION 1. ADDITIONS Fund Activity Account Amount 001 1010 43200 $43,000 General City Council Contractual Services Purpose To provide funds for consulting services for the education campaign on the Utility Users Tax increase ballot measure. Total contract cost is estimated at $73,000, with the balance coming from the reallocation of existing appropriations. SECTION 2. SOURCE Fund Activity Account Amount 001 29301 $43,000 General Fund Balance Adopted this day of 2004. AYES: NOES: ABSENT: ATTEST: CITY OF PALM SPRINGS, CALIFORNIA By City Clerk City Manager REVIEWED AND APPROVED /�