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CITY OF SANTA ANA <br />RFP NO.: 20-139 <br />DESIGN, CONSTRUCTION, MAINTENANCE AND MANAGEMENT <br />OF DIGITAL BILLBOARDS AND MANAGEMENT OF BUS SHELTERS AND STOPS <br />SCOPE OF WORK <br />INTRODUCTION AND BACKGROUND <br />The City of Santa Ana ("City" or "Santa Ana") is interested in generating new revenue from City -owned <br />land parcels through the installation and operation of two-sided digital billboards along freeways and <br />two-sided digital banners within the City. The land parcels available for the billboards are located along <br />three freeways, namely, the Santa Ana (I-5) Freeway; the Garden Grove (SR-22) Freeway; and the Costa <br />Mesa (SR-55) Freeway. For digital banners, the City is envisioning the installation and operation of four <br />banners at four locations on major streets within Santa Ana. In addition to billboards and banners, the <br />City is requesting that the Company provide continuous bus stop and bus shelter maintenance service <br />and advertising to generate additional revenue. <br />The City of Santa Ana Planning and Building Agency is in the process of updating the City's current <br />Off -Premise Commercial Advertising Signs ("billboards") ordinance, last updated in 1987, to allow <br />digital billboard displays adjacent to I-5, SR-22 and SR-55. The goal of the ordinance is to eliminate <br />nonconforming billboards from the City, particularly in residential zones and other sensitive areas, allow <br />the reconstruction of existing static billboards to digital billboards, and allow the construction of new <br />digital billboards. <br />DESCRIPTION OF WORK <br />The work by the Company consists of the design, construction, maintenance and operation of digital <br />billboards at freeway locations and digital banners within the City. In addition, the work consists of providing <br />continuous bus shelter and bus stop maintenance service and advertising. Each of the three components of <br />the work will be addressed below in a dedicated section. <br />The City intends to contract with one company exclusively that specializes in outdoor advertising and not <br />with multiple firms doing business as a joint venture. Where two or more firms desire to submit a single <br />proposal in response to this RFP for work associated with the digital billboards, digital banners, bus shelters <br />and bus stops, they should do so on a prime sub -consultant basis. <br />1. Digital Billboards <br />a. Site Location <br />The City has identified thirteen (13) City -owned sites as potential locations for the proposed digital <br />billboards. A listing of the potential sites is included in ATTACHMENT 1: SCOPE OF WORKin the <br />Appendix of this RFP. The selected locations for the billboards should ensure optimum return on <br />investment and rapid results through an effective marketing strategy. <br />The Company will be responsible for the evaluation of all potential sites for the freeway digital billboard <br />locations. The evaluation and the determination shall not be limited to a determination of the sites with <br />maximal revenue generating potential based on visibility along the freeway and dwell time near the <br />Page 1 of 18 <br />