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EXHIBIT A SCOPE OF SERVICES CITY OF SAN I,EANDRO 2007 Retail Strategy Implementation Plan SCOPE OF WORK The Retail Strategy Implementation Plan includes three components. The first step is the development and creation of the Trade Area Positioning and Branding. The Branding will reflect the image of Downtown San Leandro, focusing upon the City's desire to attract quality retail tenants to Downtown San Leandro. Positioning includes implementing some of the branding and marketing outreach components, such as the full development of the Marketing Brochure, and the development of a Marketing Outreach Budget Plan. The development of the Budget Plan allows the City of San Leandro to allocate future funding for Marketing Outreach implementation. The second step is necessary to support the City's desire to attract quality neighborhood street retail. MSPS will work with the City of San Leandro on the development of a Retail Zoning Code for the Downtown. The Retail Zoning Code is necessary to support the development of an active downtown, providing the means necessary to achieve a critical mass of concentrated activity, and contributing to an overall cohesive retail environment. Effective implementation of a Retail Zoning Code enables the Downtown to flourish, as retail uses are concentrated along the primary downtown corridor. The third step is to actively outreach to the vested interests in Downtown. One of the biggest challenges facing Downtown is common to most city main streets: Downtown contains numerous property owners whose motivations arc not always the same, Workshops are a venue for Cities to sponsor pro-active encouragement of retailer success in Downtown. With inactive or out of the area property owners, many do not observe the business practices of their tenants, To improve the merchandising mix, property owners need to be taught how to evaluate and market to prospects. Workshops provide property owners and tenants with the opportunity to understand what is expected of them to achieve the goals currently in place to better promote retail revitalization in downtown. The Scope of Work is defined as follows: Trade Area Positionine and Brandine: Main Street Property Services ("MSPS") will conduct the appropriate market research and: 1. Create the Downtown San Leandro trade area map 2. Produce Related demographics 3. Create a Trade Area Competition Map 4. Create positioning statementlbrand for Downtown San Leandro 5. Compilation and graphic design development of a 4-page Marketing Brochure (consistent with the general design and layout of the customized MSPS 4-page project brochures) 6. Creation of a cohesive visual marketing campaign reinforcing the new Downtown San Leandro brand. Campaign design includes up to five components such as a postcard Consulting Services Agreement between Redevelopment Agency of the City of San Leandro and Main Street Property Services February 1, 2007 Page 15 of23