8C Consent 2007 0116 - Laserfiche WebLink

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l\1ain Streel Property Services -Page 2 of.3 - .January 5, 2007 The Ontcc or I:3USillCSS Developmcnt, working in eOI~illnetiol1 with the COlnmllnity Development Deparll11ent, is pruposing a complementary projec11o cs1<lblish a retail strategy to identify the Ulliljlleness orlhe City's downtown and attract new merch,mdise retailers and restaurants to serve tile changing demographics of S~ln [ ,eandro, Main Slreet, the selected consul1<lIlt, has extensive e\]K'riellCe assisting Bay Are~1 dO\Vlltowns in branding, Cl"eating unique sp~lces and altracting micru-chains and iIHlcpendent retailers. Downtown revitalilation projects lead by Main Street include: Park Street in Alamed~l; M~lin Streel in Pleasanton; The Adeline and The Flatiron in Emeryvilk and Cinema Place in I-Iayward. Main Street is proposing to complcle two components ur work f(Jr lhe Agency: A 2007 Retail Slr:1(egy Implementation IlLlIl ~lIld Downtown Slorerront :llld Signage Cluidelines_ The proposed scope or wurk for thc2()07 Rd~lil Strategy Implementation PI:IIl, detailed ill Exhibit A of the Consulling Serviccs Agl'Cemcllt, includes the Il,lIowillg: . Tnldc Area Positioning ~lIld Branding -- credle a trdde area lnap, produce demographics, create tr:lllc :lrea competition m~lp, develop a hrand ror Downtown S~1Il Le~llldro, produce :1 Illarkdillg brochure and lIve other mmkcling campaign components, and develop a marketing olllre,lch budget and plan. . ReLlil /olling ('ode n revinv :lIld commcnt on the proposed zonillg text ror thc downtown core that will be included in the zoning ordinance changes identiried by the TOD. . ReLlilcr and Properly Owner Workshops conduct rour workshops fllr downtown San Le~lIldru property ami busincss owners on topics such as signage, events/promotions, :lIld Illlancing improvemcnts. The cost rur the 20117 l.zetail Strategy Plan is a monthly retainer or $4,()O() for twelve consecutive months, s1<lrting on February I ,2()07, fllr a total ellnsulting ellst 0['S4S,OllO. To rurlller assist property ~11)(1 busincss owners ill il1lproving the look 01' their storerronts, tile development or design guidelines is ,tlso rccollllllenJcd. The guidelines are intended as a "can-do" dOCUlllCllt, includillg photo exal1lples of' the types of signs and slorefronts the City desires for the downtown area. Attractive storefronls will cOlllplement the new streetscape improvements and promotc the downtown envinlllmenl 10 quality businesses. Main Street will produce the guidelines in partnership with SZFM Design Studio, a graphics, urban design, architeelure and spdee planning 111'111. The guidelines arc intended to supplemenl the Design (;uidclilles developed in conjllllclilln with the TOD Strategy_ The cost Il,r development or this dOClllnent is S4(),()()(J. Details reg~lrllillg the scope of work me included in exhihit 8 or the Consulting Services Agrecment. The Consull<1Il1 Services Agreement between the Agcncy and Main Street includes a not-Io- exceed ree 01' $l)S,()(JO, whieh illcluc1es SlIO,OOO for the production of extra marketing materials and possibly, ,lssistance to an individual property owner or business lhat needs design assistance ,IS pLlrt of a rctail devc:lopment pruject. Exhibit C to the Consulting Services Agreement includes a list or reimhursdbk expenst~s and the hUllrly fee schedule ror employees of Main Street. Thc Cosl or lhis work is 10 be s!llil equally between the Pl~l/.a Redevelopment Area and the Joint Redevelopmenl !-\rea, ~IS part llr downtown is included in each of these rcdevelopment areas.