HomeMy WebLinkAboutAG RPTS 1998 1118 RDA REGST ATE OF CALIFORNIA )
COUNTY OF VENTURA ) ss
CITY OF MOORPARK )
AFFIDAVIT OF POSTING
I, Lisa Pope, declare as follows:
That I am the Deputy City Clerk of the City of Moorpark and that a notice for a Regular meeting of
the Moorpark Redevelopment Agency to be held November 18, 1998, at 7:00 p.m. in the Council
Chambers of the Moorpark Community Center, 799 Moorpark Avenue, Moorpark, California, was
posted on November 13, 1998, at a conspicuous place at the Moorpark Community Center, 799
Moorpark Avenue, Moorpark, California.
I declare under penalty of perjury that the foregoing is true and correct.
Executed on November 13, 1998.
Lisa Pope, Deputy City Clerk
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r' N10 JR1'ARK, CALIFORNjA
Re(ieNciapinent .AgencyMeeting
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MOORPARK REDEVELOPMENT AGENCY
AGENDA REPORT f
BY. - Xt (` n
TO: Honorable Agency Board of Directors
FROM: John E. Nowak, Assistant Executive Director ne4l
DATE: November 6, 1998 (MRA Meeting of 11/18/98)
SUBJECT: CONSIDER AUTHORIZING ISSUANCE OF A REQUEST FOR
BIDS FOR A DOWN'T'OWN MARKETING PLAN AND APPROVAL
OF THE SCOPE OF SERVICES
BACKGROUND; The City Council has adopted the Downtown
Specific Plan for development in the High Street and
Moorpark Avenue areas. The Council's Economic Development
Committee (Councilmembers Perez and Rodgers- Teasley) has
reviewed proposals received from firms for a detail
marketing and implementation plan for the High Street area
to determine if there are qualified firms to provide this
service to Moorpark.
DISCUSSION: The Downtown Specific Plan was adopted by the
City Council on October 7, 1998. The Plan identifies
zoning, land uses and design standards for the areas of
High Street and Moorpark Avenue. The Council's Economic
Development Committee has been discussing the need to
proceed with an implementation program based on the
guidelines contained in the Specific Plan. The approach
proposed by the Committee was to issue a "Request for
Qualifications" for firms interested in assisting the City
and Redevelopment Agency with (1) identifying specific
commercial businesses that could be successful in the
Downtown area and help attract other uses; (2) determining
what programs might be needed to attract those businesses
to the area; and, (3) what incentives the Redevelopment
000MI
RFP for Downtown Marketing Plan
Meeting of 18 November 1998
Page 02
Agency might be able to offer. A second phase of the
program would be for the firm to do actual business
recruitment for the Agency.
A total of eight (8) responses were received to the
Request for Qualifications." The firms are:
Bay Area Economics
Economic Development Systems
Ernst & Young, LLP
Katz Hollis
Kosmont & Associates
McDonough, Holland & Allen
Mundie & Associates
Urban Futures, Inc.
The proposals were reviewed by the Economic Development
Committee and staff and it was determined that all except
one were sufficiently qualified firms to provide the
services being sought. (The firm of McDonough, Holland &
Allen was viewed as not having the qualifications sought
for the study.) The next step in the process is to proceed
with submitting a "Request for Proposal" (RFP) to the
remaining firms. The scope of services proposed under this
RFP is attached to this report. Based on work performed by
these firms in other cities, staff estimates the cost of
the first phase to be $20,000 to $30,000. The activity is
an eligible expense of the Redevelopment Agency.
The Council's Economic Development Committee recommends
that the Moorpark Redevelopment Agency approve the issuance
of a Request for Proposal for the marketing study. A
budget amendment would be presented to the Agency with the
consideration of awarding a service agreement for the
prescribed services.
STAFF RECOMMENDATION• The Economic Development Committee
and staff recommend that the Redevelopment Agency Board of
Directors approve the attached Scope of Services and the
issuance of a "Request for Proposal" for a Downtown
Marketing Plan to the identified qualified firms.
00000Z
SECTION 2
SCOPE OF SERVICES REQUESTED
02.01 GENERAL DESCRIPTION
The City of Moorpark Redevelopment Agency seeks to initiate the revitalization of Moorpark's
downtown area through redevelopment or other means, including private development and
public /private partnerships. The Agency seeks a firm to complete two phases of work as described
in Section 02.02.
The Agency wishes to focus the revitalization effort in the Old Town Commercial district —the
properties mostly along High Street. Revitalization should include two objectives 1) recruitment of
traffic generators /destination points to the Downtown, and 2) increase in sales tax revenues from
the Downtown.
Enclosed is a copy of the Downtown Specific Plan that was adopted on October 21, 1998. The
Downtown Specific Plan describes and provides additional background about the Downtown and
the City of Moorpark. The Downtown Specific Plan also details the elements that must prevail in a
revitalization effort.
02.02 SERVICES REQUESTED
The Agency seeks a firm to complete Phase I and Phase II of the Downtown Revitalization as
described below:
Phase I —Analysis and Design Phase
Prepare a Downtown Market Feasibility Study to determine the types of commercial
uses deficient in the region and the types of businesses that the Agency should
target in its Downtown recruitment effort.
2. Prepare a Downtown Assessment Study. The study should identify the properties
that are most appropriate for initial development. For each identified property,
determine its owner(s), size, value, and current use. The Assessment Study should
also assess the Downtown's strengths, weaknesses, and barriers to development.
3. Using data from the Market Feasibility and Assessment Studies, determine the best
uses for the various sections of the Downtown (i.e. office, mixed use, small shops,
retail chains, etc.). For each proposed development option, determine the feasibility
and the potential Agency cost to actualize development and the resultant benefits
to the City.
4. Develop Agency incentive options to actualize the proposed development options.
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5. Formulate a Developer /Business Recruitment Strategy that identifies options and
specific tasks of the Agency and of your firm. Determine a timeline and the cost to
complete each task.
Phase II — Actualization Phase
Prepare a plan on how the firm will assist the Agency in implementing the
Developer /Business Recruitment Strategy.
2. Prepare a plan on how the firm will assist the Agency in recruiting development firms
and businesses.
3. Prepare a plan on how the firm will assist the Agency in evaluating developer and
business proposals and in the developer selection process.
02.03 SCHEDULE
Work shall begin on this project within thirty (30) calendar days of receipt of a Notice to Proceed by
the Agency. Phase I shall be completed no later than ninety (90) calendar days from the Notice to
Proceed. The commencement and completion of Phase II will depend on the findings of Phase I.
02.04 COPIES OF PLANS
Ten (10) copies of the final report shall be provided to the Agency.
02.05 AGENCY OWNERSHIP OF PLANS
All studies, plans, documents, and drawings prepared by the selected firm under this Request shall
become the property of the City of Moorpark Redevelopment Agency upon completion and payment
in full for services to the firm by the Agency.
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