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HomeMy WebLinkAboutAGENDA REPORT 2014 0319 CCSA REG ITEM 09A ITEM 9.A. CITY OF MOORPARK,CALIFORNIA City Council Meeting of G,3-i9-010/he MOORPARK CITY COUNCIL ACTION: �7 d AGENDA REPORT AG -•••-^- .os-^ osge A "— BY: aStisn-, TO: Honorable City Council FROM: Hugh Riley, Assistant City Mana' • ;re BY: Jennifer Mellon, Administrative Services age DATE: March 6, 2014 (CC Meeting of 3/19/14) SUBJECT: Consider Recommendation to Conduct a Communication and Outreach Effort for a Potential Sales Tax Measure BACKGROUND When the City Council considers the Annual Operating Budget for the Fiscal Year beginning July 1, 2014, you will be confronted with a number of significant challenges to achieving a balanced General Fund Operating Budget. These include the loss of sales tax revenue to intemet sales, the continuation of a sluggish economy as evidenced by minor increases in sales and property taxes, expected increases in law enforcement expenses and the loss of Redevelopment funding for certain special projects. More than ever there is a need to generate additional revenues for the General Fund. Over the past few years, cuts to the budget included a 12% reduction in staffing through attrition and unfilled vacancies, and funding of certain items using the General Fund reserve, which have not had a tangible impact on the public. Now, without additional revenue, budget reductions if enacted, would have a noticeable impact on the public. On July 12, 2013, the City entered into an Agreement with True North Research, Inc. (True North) to design and conduct a statistically reliable survey of Moorpark voters to profile community priorities as they relate to the services, programs, and facilities provided by the city; as well as gauge voters' willingness to fund said services and facilities through a local revenue measure. On October 2, 2013, staff presented a report to City Council to consider a recommended survey approach. Councilmembers had numerous questions and requested the item be continued to the meeting of October 16, 2013, and that the consultant be present to answer questions and explain in further detail his recommendations. An Ad Hoc Committee (Mayor Parvin and Councilmember Van Dam) was appointed to work with staff on matters related to this work. 1 Honorable City Council March 19, 2014 Regular Meeting Page 2 On October 16, 2013 staff returned to the City Council with the item and the consultant was present to answer questions and explain the survey methodology in further detail. The recommended survey approach was developed and True North conducted the voter opinion survey during November 2013. DISCUSSION At the City Council Meeting of February 5, 2014, True North President Timothy McLarney returned to discuss the Revenue Measure Feasibility Study. Survey results indicated that 90% of Moorpark respondents believe the overall quality of life in the City is excellent or good and 86.4% responded they were somewhat satisfied or very satisfied with the job the City of Moorpark is doing to provide city services. Respondents were then asked an initial ballot test question regarding a potential local measure to enact a '/2 cent sales tax for a period not to exceed five years. The question was, if the election were held today would you vote yes or no? In the consultant's conclusions, Moorpark Voters have a high opinion of the quality of life and the City's performance which create natural support for a sales tax increase but only 49% of likely voters would support a '/2 cent sales tax and 54% the '/4 cent option that was also presented in a follow-up question. Broken down, the 49% included 20.8% "Definitely Yes" and 28.1% "Probably Yes". When considering the '/4 cent tax, the 54% included an additional 5.3% stating "Probably Yes." Considering a margin of error of 4.4%, the poll result presents a marginal majority supporting the'/4 cent tax. The Council approved the staff recommendation directing staff to hire a consulting firm to assist with public communications and stakeholder outreach program for a potential sales tax measure at the February 5, 2014 meeting. Staff then released an informal Request for Qualifications (RFQ) for the public education and outreach program to recommended consultants. All three (3) of the firms submitted proposals that met the requirements of submission and were evaluated based on numerous criteria including qualifications, past projects, methodology, timeline, and overall fit for the Moorpark project. Each firm proposed a unique approach to the project and all are very well qualified and highly recommended firms in their field. Staff conducted initial phone interviews and reference checks on the firms and requested they do second interviews with staff and the Ad Hoc Committee (Mayor Parvin and Councilmember Van Dam). Two of the firms, CliffordMoss and TBWB Strategies were interviewed by the Committee and staff. Copies of their proposals are attached. The proposals call for a City funded public information campaign from mid-March through placement of measure on the ballot (approximately June 30). The purpose is to explain the City's reasons for the measure and to gain public support. This effort would cost approximately $50,000 and would include material mailed to the City's voters as well as direct contact with individuals and groups. The primary message of the 2 Honorable City Council March 19, 2014 Regular Meeting Page 3 information campaign would emphasize the importance of having sufficient revenue to avoid drastic cuts and maintenance deferrals that could cost the City even more in the long term. Beginning in July it is anticipated that a citizen action committee would come together to raise private funding to support the measure. Such an effort is considered critical since the City cannot spend public funds to promote the ballot measure. It is estimated that that the cost of an effective campaign would be between $50,000 and $90,000. After July the City could continue to provide information about the need for the measure but as a public agency, cannot officially take a position on the measure. Individual Councilmembers may espouse their personal position on the measure. Both firms provide a comprehensive approach to community outreach and either firm is qualified for the project. After much deliberation, the Ad Hoc Committee and staff concluded that due to the lack of time necessary to proceed with a potential measure on the November 2014 ballot, together with the relatively low impact of prior reductions on principal services, the fact that the City has actually increased police services by funding the School Resource Officer from reserves, and the marginal support for a new '/4% tax, it was not considered to be an optimal time to go forward. The Committee and staff do believe that a communication and outreach effort should be undertaken but done so in a reasonable time frame of no less than one year so that a revenue measure might be presented to the voters in 2016. In the interim the City can look for other revenue options including fee increases. FISCAL IMPACT The Communication and Outreach Effort, as originally proposed by the consultants for a potential measure in November 2014, would cost approximately $55,000. If the Council approves the staff recommendation and determines to include a Communication and Outreach Effort as part of the normal budget process for FY 2014/15 a new scope of work and request for proposal process would be undertaken. STAFF RECOMMENDATION Do not proceed with a sales tax measure at this time. Attachment 1: Proposal from CliffordMoss Attachment 2: Proposal from TBWB Strategies 3 ATTACHMENT 1 Cl,lffordMoss, February 13, 2014 Hugh Riley and Jennifer Mellon Via email: jmellon@moorparkca.gov, hriley@moorparkca.gov RE: Proposal for Ballot Measure Communication & Consulting Services Dear Ms. Mellon and Mr. Riley: Thank you for the opportunity to provide this proposal for communications and strategic services as your prepare for a potential sales tax measure on the November, 2014 ballot. Our firm is eager to join forces with you to help you achieve your strategic, operational and electoral goals for to benefit the entire Moorpark community. This letter briefly outlines our background, approach, services and proposed fees. As you review this letter and proposal you will notice that we do not employ fancy graphics or slick marketing elements. This is intentional. We believe that revenue measures require simple communications — the danger is always in the 'oversell.' Our mail and communications products are designed to be simple, honest and effective. We are happy to provide samples upon request. About ClifforclMoss CliffordMoss is an experienced, California-based strategic communications firm, specializing in the communications consulting services that the City of Moorpark needs. Our mission is to help our clients achieve their political and electoral goals at the local community level. This work is a passion and a business priority for all of us at the firm. How We Work — Why We Believe We're the Right Fit for You Our style is focused on making every client a raving fan. We strive to be alert to the uniqueness of each client and project. We make the effort to LISTEN in all directions. We work hard to get things right the first time. These are important commitments we bring to the job in a different way than others. Many of our clients tell us they previously worked with others in the industry without leaving satisfied. They tended to see two kinds of problems. In some cases, the firm was so large that some clients were assigned junior, less experienced staff that simply applied "cookie cutter" strategies from off the shelf. Elsewhere, the firm had a long history, in fact, so CI!ffordMoss. 1 0 long that its approach had become stale, applying formulas that had worked in other areas at other times without sufficient consideration for the unique characteristics of the ballot measure and/or community in question. In contrast, we stay focused on your uniqueness. Our process will focus your team on developing a successful communications strategy adapted to your specific circumstances and needs. Because we believe "people support what they help create", we want to partner with you in this process. We want your input and involvement. We work with you on communications strategies that we develop together, using local tactics that you have seen succeed in your community in the past, rather than applying a "one size fits all" approach. Together we will establish (or strengthen) relationships of trust with your key stakeholders and voter groups. Working together we will develop and implement a plan that has wide community support — and helps you achieve your desired win. Our full service commitment is reflected in many ways starting with EARLY efforts to begin building the elements to ensure that your measure is positioned for future success, including: 1. Helping you identify and leverage the important lessons learned from recent elections in your community and surrounding areas. 2. Helping you fully understand the data side of the diversity of your Moorpark voting community— a unique terrain of political "micro -climates" embedded throughout the city. 3. Helping to identify individuals who may wish to play a role in a 2014 Independent Citizen's Campaign should the measure be deemed feasible and your Council vote to proceed. 4. Assuring that individuals tasked to carry out assignments are both sufficiently trained for their roles and informed of how their roles fit into the broader picture. Our team is positioned to help you WIN. Tom Clifford, is a seasoned revenue communications strategist and an expert on using new media and technology to help communicate with the public. Bonnie Moss is one of California's leading revenue measure consultants who has had scores of successes over the past 15 years. Together, we have decades of experience in all aspects of helping communities successfully prepare for and pass local revenue measures that win widespread voter support (even where competition on the local ballot, organized opposition and/or conservative anti -tax politics resonate). We are eager to help you. It all starts with a story —YOUR story. Our job at CliffordMoss is to help you bring that story to life. It would be an honor to have the privilege of serving you. Sincerely, Bonnie Moss Principal, ClifforclMoss 510-757-9023 / bonnie@cliffordmoss.com NF -04=00 - Tom Clifford Principal, CliffordMoss 510-847-7155/ tom@cliffordmoss.com ChffordMOSS. 2 5 Qualifications of the Firm About CliffordMoss www.cliffordmoss.com ClifforclMoss is an experienced, California-based strategic communications firm. Our principals and on -the -ground professionals bring over 30 years of directly relevant experience to the City of Moorpark. We've built our firm on three core principles: 1. YOUR community is unique. 2. Listening is a lost art. 3. People support what they help create. We take the time to understand YOUR community. We are committed to operating by the highest professional and ethical standards. Our community engagement work employs the best time -tested strategies and tactics: precise targeting, because different sets of voters respond to messages differently; grassroots organizing; disciplined field work and smart direct mail. As we work with you, look for us to bring an extra creative edge, enhancing proven techniques with cutting edge technology, creative approaches to new media and robust online campaigns. We are based in Oakland, California and led by principals Tom Clifford and Bonnie Moss. Our firm is one of California's fresh, winning tax election consulting firms. To stay nimble and responsive to clients throughout the state, we have three employees as well as a network of highly qualified associates located throughout the state that join us on projects when needed. Individually we have worked in large, small, urban, rural, mountain, liberal and conservative communities under some of the most challenging political conditions. Collectively, we have delivered winning results in communities throughout California. Since ClifforclMoss was founded several years ago, we have a 100% win rate on revenue measure elections across the state. We've worked in communities in the Bay Area to San Diego, the Central Coast to the Inland Empire. Our experience has brought us to a simple conclusion: the capabilities and value we bring to help you win a sales tax measure is related to our experience... but dependent on our honed ability to understand the uniqueness of your Moorpark community and translate that into a compelling vision that your community can support. CliffordMOSS. 3 I. Members of our ClifforclMoss Team who will be working with you include: Bonnie Moss, Principal, CliffordMoss Role: Principal/Co-Project Manager Bonnie is a 25 -year veteran of successful local public initiatives, political campaigns, and marketing and communications strategies that have created impact and winning results across hundreds of communities in California and the nation. A native of California, she attended MIT and Wellesley College, graduating from Wellesley with a BA in Urban Studies. Bonnie's consulting career was built on a foundation of seventeen years in private sector community relations leadership positions and eight years as a local elected official in Northern California. In 1999 Bonnie moved directly into political and communications consulting with a leading California firm where she found enormous success combining her personal and professional passions; later she left to form ClifforclMoss with partner Tom Clifford. Bonnie has guided hundreds of local revenue measures to political success over the past 15 years, securing billions of dollars for worthy community causes. When she is not on the road teaching, coaching, serving and celebrating her clients, Bonnie lives in Hayward, California. As a CliffordMoss principal, Bonnie will co -lead your project, providing executive level communications strategy. Tom Clifford, Principal, CliffordMoss Role: Principal/Co-Project Manager Tom Clifford is an attorney and political strategist with over a decade of experience working with clients seeking success in the public sector. Tom graduated from UC Berkeley, worked in the State Capitol and served as a CORO fellow before completing a joint degree in law at UC Berkeley (Boalt Hall) and public policy at Princeton University. Tom practiced public law and litigation at Bingham McCutchen in San Francisco for several years before moving into political consulting with a leading California firm and later forming CliffordMoss with partner Bonnie Moss. Tom enjoys working on thorny political issues that tap his political strategy and legal expertise as a seasoned attorney who served as outside counsel to state and local governments. He has worked with public agencies across the state to gain voter approval of very difficult measures, including measures that have lost before with a different consulting team. Tom lived in Latin America for several years, speaks Spanish and Marathi (in addition to English) and has extensive experience with campaigns that have multi -cultural and multi-lingual components. Tom grew up in Chico, California and now lives in Oakland with his wife and three children. ChffordMOSS. 4 Amanda Clifford, CliffordMoss. Role: Senior Advisor, Strategist & Day -To -Day Project Manager Amanda Clifford is a senior advisor at ClifforclMoss, specializing in grassroots campaigns within the public sector. Everyday she combines her two passions — the law and grassroots organizing — to improve healthcare, education and other quality of life services in the communities she serves. Amanda was born and raised in northern California and graduated from Cal Poly San Luis Obispo with degrees in Political Science and Psychology. During college she studied abroad, working for a Member of Parliament from the Labour Party in Britain. From the halls of Parliament to the small neighborhoods outside of London, she developed her skills collaborating with local citizens, identifying needs and strategizing action. Amanda's career was further enriched by work with The Fund for Public Interest Research, a leading non-profit enterprise dedicated to campaigning for environmental and political issues. She later attended John F. Kennedy University School of Law and received her law degree in 2009. Prior to joining ClifforclMoss, Amanda was an advisor at a leading California campaign firm. This November 2013, Amanda led several revenue measures to success. Today Amanda happily resides in Oakland, calling the Fruitvale district her home and the world her laboratory for helping people improve their communities. Comparable Clients City Work Summary Cost CM Lead Contact Banning Feasibility work and $50,000 Bonnie Moss Bonnie Johnson (who has public info for TOT moved since 2009), Finance measure (2009) Director, City of Colton. (w) 909-370-5171. Email: bjohnson@ci.colton.ca.us. EI Cajon All services for 2 $75,000 all Bonnie Moss Nancy Palm, Deputy City successful sales tax costs - per Manager/Finance. revenue measures measure Phone: (w) 619-441-1716. — 2004 and 2008 Email: npalm@ci.el-cajon.ca.us. Hayward All services for a $100,000 Bonnie Kelly McAdoo, Asst. City Mgr. successful new UUT all costs Moss, Phone: (w) 510-583-4305. (May 2009). Now Amanda working with City Clifford Email: Kelly. McAdoo@hayward- to prepare for June ca.gov 2014 sales tax. Oakland Polling and public $100,000 Tom Clifford Chantal Cotton, Assistant to City info services for a Administrator. 2014 public safety Telephone: (510) 238-7587 parcel tax measure Email: ccotton@oaklandnet.com ChffordMoss. 5 Work Plan Approach Phase 1: FEASIBILITY Timeline: First Month Step One: We listen to you. Our process starts by listening to you. At CliffordMoss, we believe LISTENING is a lost art. Many firms will come in and tell you exactly what you should do, without getting to know who you are, what makes your city unique. We won't do that. We believe that "fit" matters -- we will sit with the City Administration, Councilmembers and others in a series of meeting to get to know your needs, numbers and plans. What does listening look like? Candor and honesty will be virtues in this process. We will enroll proven methods to help us navigate the way forward. In addition to polling during the Feasibility Phase, we often conduct a round of meetings with the City — individually and collectively. We typically conduct a battery of political diagnostics to uncover the essentials that drive electoral success. These tests (a review of what is winning in your city, voter trends, etc.) will tell us whether and where there is receptivity to your desired measure. You've polled with Tim McLarney, of True North Research. Great. Tim is fantastic and his results demonstrate that you are right on the bubble. This effort is not a lost cause, but at 49% on the first ballot and 54% after the dutch auction to test a Y sales tax (instead of %2) Tim's recommendations are spot on. You need a robust public effort (described below) and a campaign to pull off a win with these numbers. In the first month, after one-on-one meetings with your council, a deeper review of Tim's polling, a careful analysis of your unique voter file and a review of the general political diagnostics, we would want to check in on the question of "should you go to the ballot in November." Assuming the collective answer to that question is "Yes," we move to Phase 2. PHASE 2: Public Education & Ballot Measure Preparation Timeline: 3 — 6 months Your poll results indicate that should you move towards the ballot with even a A cent sales tax, you face some risk. Winning is not certain. We also don't have a good sense of support and opposition in the Moorpark community. In the face of truly organized opposition, it will be difficult to pass this measure. To be successful, you will need "all hands on deck" AND an experienced tax election team. In Phase 2 our goal will be to get you "election ready" for November 2014. There is a particular science to the work we do. Once we complete Phase 1 with you, the ClifforclMoss Team will be in a strong position to use data we have access to to help you PLAN for an efficient and effective Phase 2 communications effort, build the crescendo you need better prepare for and, finally, win when you move to the ballot. ChffordMoss. 6 0 Armed with proper DATA, we will employ a messaging strategy to ENGAGE strategically. We will take the time to listen and learn from those most likely to influence the outcome of your sales tax measure. We have many proven tools in our communications "tool kit" including strategies to hold down costs while communicating effectively. Such tools include but are not limited to: • FACE-TO-FACE VOTER COMMUNICATION. There is nothing more powerful — or cost effective — than face -to face communication. Walking carefully targeted neighborhoods to engage voters who vote (or occasional voters who are big Moorpark supporters) in personal conversations can also save campaign funds while delivering huge impact. Our ClifforclMoss team invests heavily in tools and client training here to maximize impact. • OPINION LEADER WORK. We recommend this methodology to engage community leaders early — in the pre -electoral phase of the project. As part of this effort we may guide you in the process of "network -mapping" your community and engaging those who lie on the power map in opinion leader interviews and other strategic meetings to get their sense of the community, your needs and goals. Costs are minimal. Our CliffordMoss team invests heavily in tools and client training here to maximize impact. • STAKEHOLDER MEETINGS. We recommend this methodology at the park and recreation and other site levels and with selected neighborhood and community groups to engage, educate and seek input in the pre -electoral phase. There are several possible uses. Costs are minimal. Our CliffordMoss team invests heavily in tools and client training here to maximize impact. • CITY -SPONSORED ADVISORY GROUP. We customize this approach when it makes sense for the client. Some investment by executive level leaders is required in order to ensure value. Our CliffordMoss team invests heavily in working with you to develop the strategy, recruitment targets, tools and client training here to maximize impact. • CITY -SPONSORED INFORMATIONAL OUTREACH. Even during the election season, cities are permitted to provide information on the ballot measure to community members provided that the material is indeed informational and does not advocate a specific vote on the measure. This is often a one-page flyer printed on both sides if needed that is produced in large quantity at very modest cost. (In fact, it is a disadvantage for it to look at all expensive.) Informational presentations can also take place at city and community events - places where activities that are already planned take place at very little extra cost to the City. ChffordMOSS. 10 • DIRECT MAIL. Whether you like direct mail or not, this vehicle is still the most effective way to communicate with voters — at all levels. Pre -electorally, we have created a number of winning City -sponsored direct mail programs. These programs build interest and awareness of Moorpark's NEEDS. (We are eager to convince you of the merits of that approach.) Once in campaign, intelligently targeting helps us avoid those who are not persuadable (and save money!) while investing more of our precious resources on those who may be "on the fence" or who are supporters but need encouragement to come to the polls. • WEB / ON-LINE /SOCIAL MEDIA. Early in the Feasibility and pre -electoral communication it is easy and important to plug into the existing infrastructure of the City to INFORM AND ENGAGE stakeholders as tax measure is underway. On a parallel track -- before "campaign season"-- we recommend developing early the infrastructure that will eventually (at the right time) create a dynamic online presence during campaign. Your online platform should include: a "campaign" website, Facebook page, email marketing platform and other online tools, plus, a key contact database of all key supporters and provide you with the ability to tag contacts by geography, connection and any other filter we choose to implement. Using this platform we will also have the ability to advertise to key community targets through social media channels so that we can combine on -the -ground efforts with online efforts for maximum impact. • EARLY PHONE OUTREACH. Again, the key to a powerful and successful pre -electoral engagement strategy is listening and getting out into the community to solicit feedback, not just relying on who comes to you. For this project, we suggest an effort to reach a certain number of Moorpark residents directly on the phone, using volunteers, to share the plans for the measure and get input. People support what they help create and the more proactive we are to gather input and act on the basis of that input, the more successful this measure will be. Across each of these channels, ClifforclMoss believes "message discipline" is key. Working with True North Research we will invest strategically in identifying the messages that will resonate best with your community. When you commit to message discipline, you reduce the likelihood of message problems when it matters most. Finally, We Work With You to Effectively Package Your Measure. We will work with you to complete the following Ballot Measure Preparation essentials: • Provide specific recommendations for sales tax structuring and election date • Finalize your core messaging (we know the words and format that work with best) • Prepare your ballot language including the all-important 75 -word Ballot Statement, 300 - word Ballot Argument and 250 -word Rebuttal (if needed) • Work with you, legal counsel and the County Registrar of Voters (ROV) to ensure that your ballot measure package filed is the right package for electoral success. • Provide guidance on media efforts to help position the City effectively • Provide ongoing strategic counsel to help you navigate the political terrain. CI!FFordMOSS. 8 11 PHASE 3: The 88 -Day ACTIVE Advocacy Campaign Phase The Campaign Phase for a city revenue measure is a different exercise all together. State law requires a complete separation between the City and an advocacy campaign established for the purpose of passing a local revenue measure. ClifforclMoss will be happy to discuss this critically important 88 -day window in greater detail, including "Do's and Don'ts" that the City must follow, how the independent campaign piece moves forward and other related issues at your convenience. Please note, ClifforclMoss employs full service campaign capabilities, including: • CAMPAIGN STRATEGY — a detailed Campaign Plan, voter targets and messaging that forms the blueprint for guiding your campaign to election success — informed by your Phase 1 Feasibility research and Phase 2 stakeholder input • Campaign Organizational Development capabilities (Every community is unique!) • FUNDRAISING & BUDGET Planning/Management Tools/Systems • A full spectrum of Mail/Print services — e.g. concept development, copywriting, design, and full production/delivery coordination • Community Coalition Building/Endorsement Strategy/Systems • Scripts and messaging for phone -banking and other VOTER CONTACT efforts • Grassroots FIELD strategies for intensive voter mobilization services • VOLUNTEER recruitment, training, management, and recognition services • VOTER DATA and tracking systems/capabilities including Get Out the Vote services • MEDIA RELATIONS — including crisis management, if needed • Daily strategic guidance to keep your campaign on track to WINNING. Proposed Innovations While we believe that honest person-to-person conversations and group meetings are very effective in this work, we are also proud to have earned the distinction as a public communications firm that "gets" technology and innovation. We try new techniques when we know they can work. In this effort, we will push an email survey (one current client is using this technique and soliciting thousands of great responses). We will also recommend an online predictive dialer component to help push a phone bank effort targeted to a robust sector of your community. Finally, we do believe in the importance of developing information on the web and facebook so that folks can find a "home" for your ballot measure in cyberspace. Project Staff The City of Moorpark, including staff and council, will be our client for this project. Tom or Bonnie will lead this project from the Clifford Moss side. We will tap one of our senior advisors, Amanda Clifford, to assist the project and drive forward much of the day-to-day outreach and tracking work. OffordMoss. 9 12 Proposed Fees Our fee structure is specifically designed to reflect the questions in your RFP. You asked for a flat fee that includes all program, professional fee, travel and other expenses. We propose a flat fee of 49,500 that covers all fees, program costs and expenses. We suggest that our contract run from March 1, 2014 to August 1, 2014. Our proposed Scope of Services will include the following actions and deliverables: Item Description Voter Data Analysis and Full analysis of your voter file and predictive modeling to Report create and analyze a Likely November 2014 election. Collateral and Mail At least two pieces discussing City needs to be mailed to all likely voters. Also include walk pieces and other limited messaging pieces. Technology Online predictive dialing software to make phoning efficient. Email survey to residents. Professional Services Full access to the ClifforclMoss team, including monthly in person meetings and weekly (and often more frequent) conference calls. ClifforclMoss will also interview stakeholders, train your outreach team and track their results, calibrating the program every step of the way. Travel Client travel Miscellaneous Unaccounted for minor expenses Campaign: California state law requires advocacy campaigns to be funded by independent (private) campaign committees. Thus, we must contract separately with an Independent Campaign Committee for purposes of assisting a City of Moorpark sales tax campaign effort. We would be happy to discuss our campaign fee structure with you or others at any time. Thank you! Thank you for this opportunity. ClifforclMoss is committed to teamwork and partnership with our clients. We are excited about getting started with Moorpark to help YOU achieve your strategic and electoral goals in 2014. Please contact us with any questions you may have. Contact: Tom at 510.847.7155 or via email at tom(@cliffordmoss.com. We are eager to get to work - and make a difference telling yourstory. OffordMoss. 10 13 TBWB,TR� T _r, 1 _, February 10, 2014 Jennifer Mellon Administrative Services Manager City of Moorpark 799 Moorpark Ave. Moorpark, CA 93021 CC: Hugh Riley, Assistant City Manager Dear Ms. Mellon: P�_ihlic Consensus �Winning Propositions ATTACHMENT 2 Thank you for the opportunity to present this proposal to assist the City of Moorpark with developing a strong sales tax measure for the ballot and implementing a public information and outreach program to raise awareness of the City's funding needs. While there are many firms that run political campaigns, TBWB specializes in helping cities, counties, school districts and other public agencies develop winning tax measures for the ballot and implement public information efforts to educate residents about funding needs and the details of a proposed ballot measure. The partners at our firm have worked with many cities and other public agencies in your region on similar efforts, including: the City of Port Hueneme, City of Thousand Oaks, Conejo Valley Unified School District, Las Virgenes Unified School District, Oak Park Unified School District and many others. Over the past two years we have worked with six cities on sales tax measures and all six were successful at the ballot. In addition to our recent and local experience, TBWB works closely with Dr. Tim McLarney of True North Research and we have collaborated on dozens of successful projects. Following this letter is detailed information about TBWB, the services we would provide and the cost of our services. We are confident that you will find our qualifications, experience, attention to client service and interest in the project are unmatched. I will serve as your primary point of contact for this project. Should you have any questions, please do not hesitate to contact me by email at cheath@tbwb.com or at any time on my cell phone at 415-810- 8053. Sincerely, Charles Heath Partner 400 Montgomery Street, 7th Floor I San Francisco, CA 94104 1 Phone: (415) 291-1894 1 Fax: (415) 291-1172 1 FBWB.com 14 I111171• About TBWB Public Consensus �Winnfng Propodmons Public Finance Strategies LLC (D.B.A. TBWB Strategies) is a strategy and communications consulting firm that specializes in helping public agencies develop revenue measures and implement communication strategies to raise public awareness of funding needs. TBWB was formed in 2005 as a non-partisan public finance specialty firm and spin-off of our parent firm, Terris/Barnes/Walters (TBW) Political Media, which has been in business for more than 25 years. We have one office in San Francisco's Financial District, from which all 20 of TBWB's partners and employees work in close collaboration. Since our founding, TBWB has consistently met all of its financial obligations and maintained good standing with all relevant taxing and regulatory agencies. TBWB is not, and never has been, subject to litigation of any nature. Our firm was created because passing revenue measures is different from winning candidate races and other types of political endeavors. Candidates aim to differ from their opponents and stand out from the crowd. But when taxes are involved, the winning strategy must build consensus by uniting people around shared values and priorities. The partners at TBWB have passed over 100 public finance ballot measures and raised billions in stable revenue for public programs, services and facilities. These include bonds, parcel taxes, sales taxes, Transient Occupancy Taxes (TOTS), Utility User Taxes (UUTs), assessments and fees. We maintain a 90% win rate on tax measures and have passed six city sales tax measures as well as three countywide sales tax measures in just the last two years. A full listing of our clients is viewable at: http://www.tbwb.com/clients/our-clients When you hire us you work directly with our firm's partners. Unlike consulting firms with just one or two principal consultants, we have six experienced partners with the time and capacity to give your effort the devoted senior -level attention that it deserves. Your project will not be handed off to inexperienced staff once the contract is signed, as is the practice in other firms. We pride ourselves in developing unique communication plans for every client, as opposed to applying a "cookie -cutter" model that may have worked in other places or at other times. This involves careful research to understand unique issues in your community and creative strategy that specifically addresses the unique challenges we will confront. TBWB is one of the only firms in our industry that maintains an in-house art department. Our full time Art Director and team of graphic designers produce award winning creative concepts while our Production Manager ensures efficient and timely delivery of materials. This in-house capacity allows us to meet the rapid -response demands of our clients 24 hours a day and 7 days a week. We understand that a smart strategy and creative messaging will be required to be successful, but we also understand that any strategy is only as good as the careful implementation and follow through. That is why our team will be at your side throughout the effort. We will personally attend strategy and planning meetings and be in regular communication to help you manage the process and deal with unanticipated events as they arise. Our clients tell us that what sets us apart from the competition is our hands on approach and attention to every detail in the process. 400 Montgomery Street, 7th Floor I San Francisco, Ca 94104 1 Phone: (415) 291-1894 1 Fax: (415) 291-1172 1 TBWB.com 15 Tg W g r E S E s Public Consenws �Wimmng Propositions Consultant Biography Charles Heath Partner Over nearly 15 years as a strategy and communications consultant, Charles has guided more than 100 ballot measures to victory. With a background in various political projects, Charles has spent the better part of the last decade with a strict focus on working with public agencies to design winning revenue measures for the ballot and execute strategic public information efforts to position his clients for success at the ballot box. Once a measure is on the ballot, Charles works with advocacy campaign committees to run efficient and effective campaigns to achieve voter approval for ballot measures. Charles has led campaigns in all parts of California — from large urban environments like Oakland, San Jose and Los Angeles to suburban environments like Marin, Riverside, and Orange County to rural and agricultural communities like Plumas County, Truckee and Stanislaus County. Charles has worked with a diverse range of public agencies across the western United States, ranging from school and community college districts to healthcare districts, transportation agencies, cities and counties, park and recreation districts, libraries, and fire districts. Charles became a Partner at TBWB in November 2009. Prior to joining TBWB, Charles worked at Tramutola LLC for ten years, most recently as Vice President and Senior Consultant. Before his career in public finance campaigns, Charles worked as a policy analyst for a public policy think tank, as an aide in the California Legislature and as a reporter for a local newspaper. Charles is a graduate of the University of California at Davis with degrees in Political Science and English, and he earned a Master's Degree from the London School of Economics. Charles grew up in Southern California and now lives in Oakland with his wife Eva, his son Alexander and his daughter Lillian. 400 NIontgomery Street, 7th Floor I San Francisco, CA 94104 1 Phone: (415) 291-1894 1 Fax: (415) 291-1172 ; TBWB.com 16 TBWB, ,_ - Ballot Measure Development Scope of Services Public Consensus - Winning Prop --ion, Once we have had a chance to study your polling and gain a better understanding of your needs, TBWB will work with you and your City Attorney to develop your measure and qualify for the ballot. Specifically, TBWB will: • Work with you to finalize the tax rate, duration, expenditure plans and related details • Develop any taxpayer accountability protections, including an independent citizens' oversight committee and public reporting process • Work with you and your legal counsel to develop a resolution calling for the election • Write the critical 75 -word ballot question that will appear on ballots • Develop and refine the Full Text of the measure and other materials that will appear in the ballot pamphlet mailed to all voters • Present recommendations, documents and resolutions to the Council for approval • Work with the City Clerk and Ventura County Registrar of Voters Office to qualify for the ballot While the ballot measure is being developed, we also work with you to implement a public information and outreach program to educate the community about your needs and build broad consensus in the community around your proposal. This effort may be funded by the City, but all communication must be unbiased and not advocate for the passage of the ballot measure. This step is important for building the foundation of knowledge in the community about your needs that an independent advocacy campaign can later build upon. Public Information Program Scope of Services To educate and inform your public about your funding needs and proposed ballot measure, TBWB will: • Review and analyze polling and voter demographics • Develop and refine a set of messages to be used consistently throughout the public information effort to ensure message discipline • Develop a list of frequently asked questions with "on -message" answers to prepare city officials and staff with the information they need to answer tough questions and stay on message • Develop information -only fact sheets for distribution at city facilities and other public venues • Provide information to be added to your website, included in emails and added to newsletters • Prepare informational PowerPoint presentations to deliver to key groups and organizations • Write, design, and produce mailings to educate, inform and engage voters • Develop and implement strategies to inform, engage and build consensus among key stakeholder groups, including boards and commissions, public employee associations, local businesses, realtors, seniors, taxpayer groups, faith groups, homeowners associations, parent groups, newspaper editors and others When communicating with the public, we're lucky to have a few precious seconds of their attention. Often, the attention we get is the few seconds between the mailbox and the recycling bin. We package our materials to grab the voter's attention so that our materials, messaging and information stand out amidst all the other information that the public is bombarded with every single day. 400 Montgomery Street, 7th Floor I San Francisco, CA 94104 1 Phone: (415) 291-1894 1 Fax: (415) 291-1172 1 IBWB.com 17 TBWB T _ P dicConsemus�W'innmg Propositions We are adept at integrating different media — including direct mail, targeted advertising, earned free media, web and email, social networking, and grassroots communication — to reach different segments of the public in ways that will impact them the most. Having worked on hundreds of public information campaigns, we are well versed in the legal and ethical boundaries. We will work closely with your City Attorney to ensure that our efforts are consistent with the law while maximizing your ability to educate and inform your residents. References City of Camarillo Dave Norman, Director of Community Development Former City Manager, City of Port Hueneme (805) 388-5360 dnorman@cityofcamarillo.org Conejo Valley Unified School District Jeff Baarstad, Superintendent (805) 497-9511, x201 jbaarstad@conejousd.org City of Palmdale Jim Ledford, City Manager Saynne Redifer Assistant to the City Manager 661-267-5114 sredifer@cityofpalmdale.org City of San Marcos Lydia Romero Deputy City Manager 760-744-1050 ext. 3114 Iromero@san-marcos.net City of Salinas Matt Pressey Finance Director 831-758-7420 mattp@ci.salinas.ca.us City of San Rafael Nancy Mackle City Manager 415-485-3070 nancy.mackle@cityofsanrafael.org 400 Montgomery Street, 7th Floor I San Francisco, CA 94104 1 Phone: (415) 291-1894 I Fax: (415) 291-1172 1 TBWB.com 18 T B W B ,R_T City of Fairfield Sean Quinn City Manager 707-428-7749 cmo@fairfield.ca City of Vacaville Laura Kuhn City Manager 707-449-5335 Ikuhn@cityofvacaville.com Timeline and Fees PjbIic Consensus �VJinning Propositions Understanding that the Ventura County Registrar of Voters requires public agencies to submit adopted resolutions calling for elections by a deadline earlier than that 88 -day statutory requirement, we propose a timeline to complete the scope of work outlined in this proposal by the end of July. Accordingly, we would seek to develop a draft ballot measure and messaging/materials for public outreach prior to the end of March, implement the outreach program during April, May, and June and finish with Council adoption of the resolution calling for the election in late June or early July. All publicly funded communication would be complete by the end of July to ensure compliance with the law. Any outreach activities after July should be coordinated and funded by an independent advocacy campaign committee. TBWB's standard fee for the consulting services outlined in this proposal is $7,500 per month. This fee includes all of the services described in this proposal aside from hard costs such as printing of informational brochures or postage costs related to an informational direct mail effort. We will work with you to develop and refine an appropriate budget for these costs and any other reimbursable expenses. 400 Montgomery Street, 7th Floor I San Francisco, CA 94104 1 Phone: (415) 291-1894 1 Fax: (415) 291-1172 I TBWB.com 19 TBWB-h E Appendix A TBWB 3 -year Client History with Election Outcomes and Client Contacts Public Consenw, �Vvinning Propositions 400 Montgomery Street, 7th Floor I San Francisco, CA 94104 1 Phone: (415) 291-1894 1 Fax: (415) 291-1172 1 TBWB.com 20 San Mateo -Foster City School District 1170 Chess Drive, Foster City, CA 94404 Cynthia Simms, Superintendent (650) 312-7348 2013 Bond 47% Loss Campbell Union High School District 901 Boynton Ave, Campbell, CA 95008 Pat Gaffney, Superintendent (408) 626-3404 2013 Parcel Tax 77% Win Belmont -Redwood Shores School District 2960 Hallmark Dr., Belmont, CA 94002 Robert Tashjian, Board President 650-637.4800 ext1003 2013 Parcel Tax 71% Win City of Pacifica 170 Santa Maria Avenue, Pacifica, CA 94044 Mary Ann Nihart, Council Member 650-784-9141 2013 UUT 34% Loss City of San Rafael 1400 Fifth Ave., Room 203, San Rafael, CA 94901 Nancy Mackie, City Manager (415) 485-3076 2013 Sales Tax 64% Win Town of San Anselmo 525 San Anselmo Ave., San Anselmo, CA 94960 Debbie Stutsman, Town Manager (415) 258-4652 2013 Public Side Only 69% Win Town of Corte Madera 300 Tamalpais Drive, Corte Madera, CA 94925 David Bracken, Town Manager (415) 927-5050 2013 Public Side Only 67% Win Portola Valley School District 4575 Alpine Rd Portola Valley, CA 94028 Jocelyn Swisher, Board Member (650) 851-1777 2013 Parcel Tax 69% Win Los Gatos Union Elem. School District 17010 Roberts Road Los Gatos, CA 95032 Diana Abbati, Superintendent (408) 335-2000 2013 Parcel Tax 82% Win Soquel Union Elementary School District 620 Monterey Avenue, Capitola, California 95010 Henry Castaniada, Superintendent (831) 464-5630 2013 Parcel Tax 61% Loss San Rafael High School District 310 Nova Albion Way, San Rafael, California 94903 Michael Watenpaugh, Superintendent (415) 492-3200 2013 Parcel Tax 79% Win San Rafael Elementary School District 311 Nova Albion Way, San Rafael, California 94903 Michael Watenpaugh, Superintendent (415) 492-3201 2013 Parcel Tax 79% Win South Pasadena Unified School District 1020 EI Centro St South Pasadena, CA 91030 Joel Shapiro, Superintendent (626) 441-5810 2013 Parcel Tax 72% Win Arcadia Unified School District 234 Campus Drive, Arcadia, CA 91007 Joel Shawn, Superintendent (626) 821-8300 2012 Parcel Tax 68% Win Berryessa School District 1376 Piedmont Road., San lose, CA 95132 Will Ector, Superintendent (408) 923-1800 2012 Parcel Tax 78% Win Burlingame School District 1825 Trousdale Dr Burlingame, CA 94010 Maggie Maclsaac, Superintendent (650) 259-3800 2012 Bond 66% Win Cabrillo Unified School District 498 Kelly Ave Half Moon Bay, CA 94019 Freya McCamant, Board President 650-455-3030 2012 Bond 56% Win Castaic School District 28131 Livingston Ave Valencia, CA 91355 James Gibson, Superintendent (661) 257-4500 2012 Bond 64% Win Charter Oak Unified School District 20240 E Cienega Ave, Covina, CA 91724 Mike Hendricks, Superintendent (626) 966-8331 2012 Bond 62% Win City of Fairfield 1000 Webster Street, Fairfield, CA 94533 Sean Quinn, City Manager (707) 428-7400 2012 Sales Tax 67% Win City of Los Altos 1 N. San Antonio Road, Los Altos, CA 94022 lames Walgreen, City Manager (650) 947-2740 2009-2012 Feasibility Only City of Salinas 201 Lincoln Ave. , Salinas, California 93901 Matt Pressey, Finance Director (831) 758-7381 2012 Sales Tax 77% Win City of Vacaville 650 Merchant Street, Vacaville, CA 95688 Laura Khun, City Manager (707) 449-5100 2012 Excise Tax 81% Win City of Vacaville 651 Merchant Street, Vacaville, CA 95688 Laura Knurl, City Manager (707) 449-5101 2012 Sales Tax 70% Win Contra Costa Community College District SOO Court Street, Martinez, CA 94553 Helen Benjamin, Chancellor (925) 229-1000 2012 Parcel Tax 66% Loss Cotati Rohnert Park School District 7165 Burton Ave, Rohnert Park, CA 94928 Robert Haley, Superintendent (707) 792-4700 2012 Parcel Tax 67% Win Cupertino School District 1309 5, Mary Avenue, Ste 150, Sunnyvale, CA 94087 Phyllis Vogel, Board President (408) 314-0785 2012 Bond 66% Win Del Mar Union School District 11232 EI Camino Real, San Diego, CA 92130 Holly McClurg, Superintendent (858) 755-9301 2012 Bond 54% Loss Dublin Unified School District 7471 Larkdale Ave., Dublin, CA 94568 Stephen Hanke, Superintendent (925) 828-2551 2012 Bond 62% Win Greater Vallejo Recreation District 395 Amador St., Vallejo, CA 94590 Shane McAffee, General Manager (707) 648-4600 2012 Parcel Tax 68% Win Hayward Unified School District 24411 Amador Street, Hayward, CA 94544 Stan Dobbs, Superintendent (510) 784-2640 2012 Parcel Tax 70% Win Jefferson School District 101 Lincoln Ave., Daly City,CA 94015 Bernardo Vldales, Superintendent (650) 991-1000 2012 Bond 76% Win Jefferson Union High School District 699 Serramonte Blvd., Suite 100, Daly City, CA 94015 Kalimah Salahuddin, Board Member (650) 201-9870 2012 Parcel Tax 67% Win Jurupa Unified School District 4850 Pedley Road, lurupa Valley, CA 92509 Elliott Duchon, Superintendent (951) 360-4100 2012 Bond 51% Loss Marin County 3501 Civic Center Drive, Rm 329, San Rafael, CA 94903 Steve Kinsey, County Supervisor (415) 473-7331 2012 Sales Tax 74% Win Milpitas Unified School District 1331 East Calaveras Blvd, Milpitas, Ca 95035 Cary Matsuoka, Superintendent (408) 635-2750 2012 Bond 64% Win Morgan Hill Unified School District 15600 Concord Cir, Morgan Hill, CA 95037 Wes Smith, Former Superintendent (408) 201-6000 2012 Bond 65% Win Mount Pleasant Elementary School District 3434 Marten Ave San lose, CA 95148 Mariann Engle, Superintendent (408) 223-3700 2012 Bond 75% Win Mountain Empire Unified School District 3291 Buckman Springs Rd., Pine Valley, CA 91962 Steve Van Zant, Superintendent (619) 473-9022 2012 Bond 54% Loss Mountain view-Whisni School District 750-A San Pierre Way, Mountain View, CA 94043 Craig Goldman, Superintendent (650) 526-3500 2012 Bond 68% Win New Haven Unified School District 34200 Alvarado -Niles Rd Union City, CA 94587 Linda Canlas, Board President (510) 471-1100 2012 Parcel Tax 62% Loss Napa County 1195 Third Street, Ste 310, Napa, CA 94559 Keith Caldwell, County Supervisor (707) 253-4386 2012 Sales Tax 75% Win Norris School District 6940 Calloway Or Bakersfield, CA 93312 Steven Shelton, Superintendent (661) 387-7000 2012 Bond 56% Win Pajaro Valley Unified School District 294 Green Valley Rd Watsonville, CA 95076 Brett McFadden, CBO (831) 786-2100 2012 Bond 68% Win Palmdale School District 3913910th St E Palmdale, CA 93550 Roger Galizzi, Superintendent (661) 947-7191 2012 Bond 73% Win Peralta Community College District 333 E 8th St Oakland, CA 94606 Cy Gulassa, President, Board of Trustees (510) 466-7200 2012 Parcel Tax 72% Win Perris Union High School District 155 E 4th St Perris, CA 92570 Jonathan Greenberg, Superintendent (951) 943-6369 2012 Bond 61% Win Folsom Cordova Unified School District 1965 Birkmont Drive, Rancho Cordova, CA 95742-6407 Deborah Bettencourt, Superintendent (916) 294-9000 2012 Bond 71% Win Rancho Santiago Community College District 2323 N Broadway Santa Ana, CA 92706 Raul Rodrivuez, Chancellor (714) 480-7300 2012 Bond 69% win Redwood City School District 750 Bradford St Redwood City, CA 94063 Dennis McBride Board Member 650) 619-0912 2012 Parcel Tax 69% Win Ross Valley School District 110 Shaw Dr San Anselmo, CA 94960 Annelise Bauer, Board Member - (415) 454-2162 2012 Parcel Tax 72% Win San Carlos School District 1200 Industrial Road, Unit 9, San Carlos, CA 94070 Adam Rak, Board Member (650) 766-1833 2012 Bond 67% Win San Dieguito Union High School District 710 Encinitas Blvd., Encinitas, CA 92024 Eric Dill, Assistant Superintendent (760) 753-6491 2012 Bond 55% win San Jose Unified School District 855 Lenzen Avenue, San Jose, CA 95126 Vincent Mathews, Superintendent (408) 535-6000 2012 Bond 71% Win San Ramon Valley Unified School District 699 Old Orchard Drive, Danville, CA 94526 Denise Jennison, Board Member (925) 548-3012 2012 Bond 55% Win Santa Clara Valley Water District 5750 Almaden Expressway, San Jose, CA 95118-3686 Rick Callendar, Director of Govt Affairs (408) 265-2600 2012 Parcel Tax 74% Win Saratoga Union School District 20460 Forrest Hills Drive, Saratoga, CA 95070 Lane Weiss, Superintendent (408) 887-8907 2012 Parcel Tax 69% Win Savanna School District 1330 S Knott Ave, Anaheim, CA 92804 Sue Johnson, Superintendent (714) 236-3800 2012 Bond 59% Win St. Helena Unified School District 46S Main Street, St. Helena, CA 94574 Bill McGuire, Superintendent (707) 967-2708 2012 Bond 59% Win Sulphur Springs School District 27000 Weyerhaeuser Way, Santa Clarita, CA 91351 Robert Nolet, Superintendent (661) 252-5131 2012 Bond 58% Win Tustin Unified School District 300 South C Street, Tustin, CA 92780 Gregory Franklin, Superintendent (714) 730-7301 2012 Bond 58% Win Val Verde Unified School District 975 W. Morgan Street, Perris, CA 92571 Michelle Richardson, Former CBO (951) 940-6100 2012 Bond 62% Win Yucaipa-Calimesa Joint Unified School District 12797 3rd St, Yucaipa, CA 92399 George Velarde, Assistant Superintendent (909) 797-0174 2012 Bond 50% Loss Burlingame School District 1825 Trousdale Drive, Burlingame, CA 94010 Maggie Maclsaac, Superintendent (650) 259-3800 2011 Parcel Tax 68% Win City of Redwood City 1017 Middlefield Road, Redwood City, CA 94063 Jeff Gee, City Council Member (650) 483-7412 2011 TOT 74% Win Cupertino Union School District 20220 Suisun Dr Cupertino, CA 95014 Wendy Gudalewicz, Superintendent (408) 255-2848 2011 Parcel Tax 70% Win Dixie School District 380 Nova Albion Way San Rafael, CA 94903 Dr. Thomas Lohwasser, Superintendent (415) 492-3706 2011 Parcel Tax 80%RWinGlendale Unified School District 223 N. Jackson St., Glendale, CA 91026 Eva Lueck, Business Officer (818) 241-3111 2011 Bond 70%Los Altos School District 201 Covington Ave., Los Altos, CA 94024 Jeffrey Baier, Superintendent (650) 947-1150 2011 Parcel Tax 67%Los Gatos -Saratoga Union High School District 17421 Farley Road West, Los Gatos, CA 95030 Cary Matsuoka,Former Superintendent (408) 438-8417 2011 Parcel Tax 73%Las Virgenes Unified SD 4111 Las Virgenes Road, Calabasas, CA 91302 Don Zimring, Former Superintendent (818) 880-4000 2011 Parcel Tax 57%Newark Unified School District 5715 Musick Avenue, Newark, CA94560 Dave Marken, Superintendent (510) 818-4122 2011 Bond 56%Pacifica School District 375 Reina Del Mar, Pacifica, CA 94044 Wendy Tukloff, Superintendent (650) 738-6600 2011 Parcel Tax 69% Pleasanton Unified School District 4665 Bernal Avenue, Pleasanton, CA 94566-7498 Parvin Ahmadi, Superintendent (92S) 462-4301 2011 Parcel Tax 65% Loss Ravenswood City School District 2120 Euclid Ave., East Palo Alto, CA 94303 Dr. Gloria Hernandez, Superintendent (650) 329-2800 2011 Parcel Tax 68% Win San Carlos School District 1200 Industrial Road, Unit 9, San Carlos, CA 94070 Adam Rak, Board Member 2011 Parcel Tax 81% Win Alum Rock School District 6578 Santa Teresa Blvd., San Jose, CA 95119 Jose Manzo, Former Superintendent (408) 227-8300 2010 Parcel Tax 74% Win Anaheim City School District 1001 S. East Street Anaheim CA 92805 Jose Banda, Former Superintendent (714) S17-7500 2010 Bond 64% Win Auburn Union School District 2S5 Epperle Lane, Auburn, CA 95603 Douglas Crancer, Assistant Superintendent (714) 999-3511 2010 Parcel Tax 55% Loss Belmont -Redwood Shores District 2960 Hallmark Drive, Belmont, CA 94002 Nellie Hungerford, Chief Business Official (650) 637-4800 2010 Bond 669/6 Win Belmont -Redwood Shores District 2961 Hallmark Drive, Belmont, CA 94002 Nellie Hungerford, Chief Business Official (650) 637-4801 2010 Bond 64% Win Burlingame School District 1825 Trousdale Dr Burlingame, CA 94010 Maggie Maclsaac, Superintendent (650) 259-3800 2010 Parcel Tax 71% Win Cabrillo Unified School District 498 Kelly Ave, Half Moon Bay, CA 94019 Freya McCamant, Board Member 2010 Parcel Tax 71% Win Cambrian School District 4115 Jacksol Drive, San Jose, CA 95124 Deborah Blow, Superintendent (408) 377-2103 2010 Parcel Tax 58% Loss Campbell Union School District 15S N Third St, Campbell, CA 95008 Eric Andrew, Superintendent (408) 364-4200 2010 Bond 74% Win City of Lafayette 3675 Mount Diablo Blvd., 77210 Lafayette, CA 94549 Steven Falk, City Manager (925) 284-1968 2010 Feasibility Only City of Santa Cruz 809 Center St Santa Cruz, CA 95060 Cynthia Mathews, Councilmember, Former Mayor (831) 420-5020 2010 UUT 63% Win Claremont Unified School District 170 W San Jose Ave Claremont, CA 91711 Lisa Shoemaker, Assistant Superintendent (909) 398-0609 2010 Bond 40% Loss Foothill -De Anza Community College District 12345 EI Monte Road, Los Altos Hills, CA 94022 Betsy Bechtel, Board Member (1550) 400-8869 2010 Parcel Tax 58% Loss Fremont Unified School District 4210 Technology Dr Fremont, CA 94538 James Morris, Superintendent (510) 657-2350 2010 Parcel Tax 70% Win Jefferson School District 1219 Whispering Wind Drive, Tracy, California 95377 Dana Eaton, Former Superintendent (209) 836-3388 2010 Bond 67% Win Los Gatos Union School District 17010 Roberts Road Los Gatos, CA 95032 Diana Abbati, Superintendent (408) 335-2000 2010 Bond 72% Win Marin County Free Library 3501 Civic Center Dr, Suite 414, San Rafael, CA 94903 Scott Bauer, Deputy Director of Library Services (415) 473-3220 2010 Parcel Tax 75% Win Monterey Peninsula Unified School District 700 Pacific St., Monterey, CA 93940 Dan Albert, Associate Superintendent (831) 645-1200 2010 Bond 71% Win Moreland School District 4711 Campbell Avenue, San Jose, CA 95130-1790 Lori Booroojian, Board President (408) 807-6626 2010 Bond 69% Win Mount Diablo Unified School District 1936 Carlotta Drive, Concord, CA 94519 Linda Mayo, Board member (925) 682-8000 2010 Bond 61% Win Mount Pleasant Elementary School District 3434 Marten Avenue, San Jose, CA 95148 Mariann Engle, Superintendent (408) 223-3700 2010 Parcel Tax 71% Win Mount San Jacinto CCD 1499 N. State St., San Jacinto, CA 92583 Dr. Roger Schultz, Superintendent (951) 487-6752 2010 Bond 52% Loss Mountain View Los Altos High School District 1299 Bryant Ave., Mountain View, CA 94040 Barry Groves, Superintendent (650) 940-4650 2010 Bond 78% Win Palo Alto Unified School District 25 Churchill Ave Palo Alto, CA 94306 Dr. Kevin Skelly, Superintendent (650) 329-3737 2010 Parcel Tax 79% Win Portola Valley School District 4575 Alpine Rd Portola Valley, CA 94028 Jocelyn Swisher, Board President (650) 851-1777 2010 Parcel Tax 78% Win San Marcos Unified School District 2S5 Pico Avenue, Suite 250, San Marcos, CA 92069 Kevin Holt, Superintendent (760) 7S2-1289 2010 Bond 63% Win San Mateo Union High School District 650 North Delaware Street, San Mateo, CA 94401-1732 Scott Laurence, Superintendent (650) 533-9256 2010 Bond 62% Win Santa -Monica Malibu Unified School District 1651 Sixteenth Street, Santa Monica, CA 90404 Sandra Lyon, Superintendent (310) 450-8338 2010 Parcel Tax 64% Loss South San Francisco Unified School District 398 B Street, South San Francisco , CA 94080 Phil Weise, Board Member (650) 291-7044 1 2010 1 Bond 77% Win N N