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I. GENERAL <br />The City of Santa Ana ("Santa Ana" or "City") is the county seat and second most populous city in <br />Orange County, California. The United States Census Bureau estimated its 2011 population at <br />329,427, making Santa Ana the 57th most -populous city in the United States. <br />Santa Ana is located in Southern California, adjacent to the Santa Ana River, about 10 miles away <br />from the California coast. Founded in 1869, the city is part of the Greater Los Angeles Area, the second <br />largest metropolitan area in the United States with almost 18 million residents in 2010. <br />Santa Ana is a very densely populated city, ranking fourth nationally in that regard among cities of <br />over 300,000 residents (trailing only New York City, San Francisco, and Boston). In 2011 Forbes <br />ranked Santa Ana the fourth safest city of over 250,000 residents in the United States. <br />Santa Ana is interested in generating new revenue from City -owned land parcels for the installation <br />and operation of two-sided digital billboards along freeways and digital banners on City streets by an <br />outdoor advertising company. The parcels are located along three freeways, namely, the Santa Ana (I- <br />5) Freeway; the Garden Grove (SR-22) Freeway; and the Costa Mesa (SR-55) Freeway. In addition to <br />billboards and banners, Santa Ana is requesting that the selected outdoor advertising company provide <br />continuous maintenance service and advertising at City bus shelters. <br />This Request for Proposals (RFP) is to solicit offers from outdoor advertising companies that develop <br />billboards and banners to work with the City on new digital billboards and digital banners, to maintain <br />bus stops, bus shelters and advertising panels and all associated furniture and to share with the City <br />the profit from advertisements on billboards, banners and panels. <br />Objective <br />Through this RFP, the City aims to identify a partner for the design, construction, maintenance, and <br />management of digital billboards along freeways and digital banners within the City to benefit the <br />community in many ways. The city can run Public Service Announcements, such as AMBERTM Alerts, <br />FBI bulletins, severe weather warnings and emergency response programs. Smaller local businesses <br />can use this powerful advertising medium because a digital board offers more advertising spots. In <br />addition, advertisement will have a financial impact and will bring additional revenue to the City. <br />Moreover, the City envisions, upgrading some of the existing bus shelters and bus stops and adding <br />new ones to not only provide shade, safety and comfort to transit riders and pedestrians but to also <br />improve the quality of life, for those who live and work in and visit the City, by delivering these <br />services through thoughtful, efficient design and implementation. At the core of that vision is to <br />expand the use of transit, active transportation, and shared mobility as well as to foster economic <br />growth that helps strengthen neighborhoods. <br />This is in line with the Santa Ana vision to create a street furniture program that serves as a focal point <br />to shared mobility facilities and provides directions and suggestions through wayfinding and <br />interactive information and promotes commerce through digital and interactive advertising. The use <br />of emerging technology, especially digital, wireless and 5G that can be supported by or work <br />Page 5 of 20 <br />