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City Manager’s Office <br />www.santa-ana.org/cm <br />Item # 11 <br />City of Santa Ana <br />20 Civic Center Plaza, Santa Ana, CA 92701 <br /> Staff Report <br />November 4, 2025 <br />TOPIC: Scientific Polling Services <br />AGENDA TITLE <br />Agreement with True North Research, Inc. for Scientific Polling and Communications <br />Services (Specification No. 25-105) (General Fund) <br />RECOMMENDED ACTION <br />Authorize the City Manager to execute an agreement with True North Research, Inc. to <br />provide scientific polling and communications services in an amount not to exceed <br />$198,250, for a term beginning November 4, 2025 and expiring November 30, 2026, <br />with provisions for two (2), one (1) year extensions. (Agreement No. A-2025-XXX) <br />GOVERNMENT CODE §84308 APPLIES: Yes <br />DISCUSSION <br />In November 2018, the City’s voters approved Measure X, a local sales tax add-on with <br />a rate of 1.50%. The rate is set to decrease from 1.50% to 1.00% on April 1, 2029, <br />decreasing the City’s revenue by as much as $30 million per year. The City will need to <br />explore all available options to rebalance the budget. Options include reducing services, <br />maximizing efficiencies, increasing fees, and asking the voters to preserve the local <br />sales tax add-on rate at 1.50%. Staff recommends conducting a scientific baseline <br />survey to enable the City Council to make sound, strategic decisions based upon data <br />collected according to rigorous methodological standards. <br /> <br />Request for Proposals (RFP) No. 25-105 was issued on August 6, 2025 on the City’s <br />online bid management and publication system. A summary of vendor participation and <br />results is as follows: <br /> <br /> 275 Vendors notified <br /> 0 Santa Ana vendors notified <br /> 23 Vendors downloaded the RFP packet <br /> 7 Proposals received <br /> 0 Proposals received from Santa Ana vendors