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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 />billboard lighting measurements. If the measured luminance and/or illuminance <br />exceed the data presented in operator's Lighting Monitoring Report, the findings of <br />the City report shall prevail. All costs shall be borne by the operator. <br />2. MOW Banners <br />a. Site Location <br />The City desires to install up to four (4) digital banners in selected locations within the City targeting <br />residents and local traffic. Company will be requested to select the locations for the installation of up to <br />four (4) eye-catching and attractive digital banners that provide responsive communication through the <br />display of messages in real time. Currently, there are no proposed sites within the City for new digital <br />banners. The locations selected by the Company for the banners should ensure optimum return on <br />investment and rapid results through an effective marketing strategy. The City will share any available <br />information that is pertinent for the selection of banner locations, including most recent traffic studies. <br />In selecting the locations for the street digital banners, the evaluation and the determination by the <br />Company shall not be limited to a determination of the sites with maximal revenue generating potential <br />based on visibility along City streets and dwell time near the banners but shall also take into consideration <br />environmental and esthetic impacts, assurance for the adherence to City's requirements and compliance <br />with all rules and regulations for electronic signs adopted by the Federal Highway Administration and <br />the United States Department of Transportation. <br />In addition, the Company shall take into consideration any input and address any concern from local <br />associations and special interest groups for the proposed locations of the digital banners and to work <br />cooperatively with local associations and special interest groups. <br />The Company will be responsible for the preparation of an Initial Study in association with the City <br />digital banners and any subsequent environmental documentation, site selection, utility easements if any, <br />and any other encumbrance responsibilities. The City will determine the level of environmental review <br />required. The Company will be responsible for all costs associated with such review and compliance, if <br />any, including noticing costs, filing fees, staff costs, and consultant fees. <br />b. Specifications: <br />i. Current best available digital -banner technologies are required, including but not <br />limited to the following: <br />• Remote diagnostic and maintenance capability <br />• "Amber Alert" capability <br />• Automatic brightness adjustment to ambient lighting conditions <br />• UL and IEC approved <br />Page 7 of 18 <br />