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Agreement - Central Parking System, Inc. <br />March 4, 2013 <br />Page 3 <br />that Central has implemented has been successful. Central provided some innovative ideas <br />including a web-based marketing program to promote parking in the Downtown. This includes <br />creating a webpage featuring downtown parking information that provides directions, Google <br />maps, rates and parking facility information as well as a mobile app that will assist visitors in <br />finding public parking locations, parking rates and hours of operation. In addition, Central is <br />providing monthly parkers with convenient online payment options. In 2012, Central merged with <br />Standard Parking Corporation doubling the size of the firm and significantly enhancing the parking <br />management capabilities they offer to their clients. Central has demonstrated the organizational <br />credentials, resources and staff experience necessary to meet the City's high customer service <br />expectation and effectively manage and operate the parking facilities. <br />Following the evaluation process, staff entered into negotiations with Central Parking System, Inc. <br />who has agreed to absorb the cost of the proposed web-based initiatives and therefore, is able to <br />offer a reduced annual management fee of $30,000. However, the fee is only one component of <br />the overall assessment of the proposals; they also agreed to incorporate additional community <br />outreach to their plan to ensure a smooth transition. Combined with other evaluated criteria and <br />their innovative recommendations, Central Parking System Inc. was the top rated parking firm. <br />Based on the overall quality and thoroughness of the proposal, staff recommends the selection of <br />Central Parking System, Inc. to operate and manage the downtown parking facilities. The initial <br />contract would be for a two-year term with an option for three additional one-year renewals based <br />on parking firm performance and cost effectiveness. <br />Public Information and Public Records <br />In accordance with the City's Sunshine Ordinance, the project Request for Proposals and <br />summary of the consultant evaluation results are available on the City's "Open Government" <br />website page http://www.santa-ana.org/bids-rfps/, and will be available on the website for a <br />minimum of 30 days after City Council action on the matter. In addition, the project proposal, <br />communication received, and evaluation/score sheets are available to the public upon request to <br />the Community Development Agency. <br />Local Preference Ordinance <br />Per City ordinances the procurement of materials, supplies, labor and services involving <br />expenditures between $5,000 and $100,000, the City will offer a 7% preference to qualifying local <br />businesses and a 4% preference to Orange County businesses. To be eligible for Santa Ana's <br />local preference program, a business must be registered with the California Department of <br />General Services. None of the parking firms that submitted proposals are registered with the <br />California Department of General Services. <br />25D-3