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Main Street Property Services -Page 2 of 3 - January 25, 2008 up to $50,000, is available to assist business and property owners in implementing elements of the Design Guidelines. The product of the 2007 Downtown Retail Strategy Implementation Plan was the creation of a "Downtown San Leandro" logo and the "I am San Leandro" campaign, targeted at brokers and future retail tenants. The marketing campaign includes downtown-area maps, regional trade area maps, postcards, and other consumer-friendly items such as shopping bags, dinner plates, and t- shirts, apresence at the International Council of Shopping Centers (ICSC) Northern California Deal Making Conference and the ICSC Western Division Conference, and the development and maintenance of a Downtown San Leandro website. The recurring theme of this campaign will be "I am San Leandro". The strategy behind this marketing slogan will be the use photos of individuals representing San Leandro's consumer-driven market segments, i.e. a college student and the statement "I am one of 19,873 people in San Leandro with a college degree!" MSPS completed the projects included in last year's agreement which terminates January 31, 2008. Anew, one-year contractual services agreement with MSPS for implementation of the "I am San Leandro" campaign is recommended to begin February 1, 2008 and end January 31, 2009. The campaign elements and their respective cost are: Brochures, CDs and book 7,250 Storefront and Banner Signage 13,750 Development and Design of Way Finding Program 20,000 Marketing -posters, postcards, plates, paper bags, ICSD give-a-ways 36,000 Consulting Services ($4,000/month) 48,000 $140,000 The Consultant Services Agreement between the Agency and MSPS includes anot-to-exceed fee of $140,000. Exhibit A to the Agreement includes the detailed Scope of Services, while Exhibit B includes a list of reimbursable expenses and the hourly fee schedule for employees of MSPS. The cost of this work is to be split equally between the Plaza Redevelopment Area and the Joint Redevelopment Area, as part of downtown is included in each of these areas. While some funds are available in the current budget, an appropriation of an additional $40,000 from the Plaza Redevelopment Area fund balance and $35,000 from the Joint Redevelopment Area fund balance is recommended to fund the project. These projects will continue the transformation of the downtown and complement on-going improvements. Current City Council Policy -Not Applicable Previous City Council Actions - On January 16, 2007, the Redevelopment Agency approved a Consultant Services Agreement with Main Street Property Services Inc. for the development of the 2007 Downtown Retail Strategy Implementation Plan and Design Guidelines and Principles. The agreement expires on January 31, 2008. City Council Committee Review and Action -The Business Development Committee discussed the proposed project at their January 10, 2008 meeting and recommended Agency