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Agreement with All Vision <br />November 18, 2014 <br />Page 2 <br />Assist in developing a plan for outdoor advertising on bus shelters in order to develop a <br />revenue source that can be used to expand the number of bus shelters, provide for the <br />ongoing maintenance of the bus shelters, and fund the design and construction of unique <br />bus shelters that can be used as public realm improvements and placemaking tools. <br />Ensure that the program results in no additional cost for the City. <br />After receiving two proposals, staff carefully evaluated the responses and selected All Vision as the <br />firm that is most able to respond to and address the City's criteria and long -term needs. All Vision <br />staff has the requisite specialized skills and expertise in the area of program management and <br />implementation, off -site advertising on digital billboards and bus shelters particularly with respect <br />to long -term management post- construction and the firm's demonstrated ability to generate <br />revenue for a variety of agencies. It is recommended that the All Vision outdoor advertising <br />management services contract be approved to provide a means to supplement the Planning and <br />Building Agency's efforts to identify additional opportunities for outdoor advertising and revenue <br />generation for the City without incurring additional costs. <br />DISCUSSION <br />The proposed agreement would allow the City to work with All Vision to analyze the feasibility of <br />new outdoor advertising opportunities citywide. All Vision would propose an Outdoor Advertising <br />Strategic Plan that would include current competitive market analyses and site evaluations for <br />potential digital billboard signage, components of a future billboard overlay zone and ordinance, <br />analysis of transit shelter furniture with advertising, and formulating means for the City to use <br />advertising revenues to fund expansion of existing transit shelter furniture citywide. <br />Outdoor Advertising Strategic Plan <br />The first component of the agreement would result in All Vision developing an Outdoor <br />Advertising Strategic Plan to analyze development of new outdoor advertising locations citywide. <br />To prepare the Strategic Plan, All Vision will work with City staff to identify existing outdoor <br />advertising structures in Santa Ana along city streets and freeways, analyze City -owned <br />properties suitable for potential digital billboard development, and develop a plan for construction <br />of new outdoor advertising structures through digital billboards and /or transit shelter furniture. <br />The Strategic Plan will contain multiple components, including: an analysis of sign development <br />opportunities based on development feasibility and revenue potential; evaluation of current and <br />potential value of signs located on City property best situated for revenue generation; current <br />market research and competitive analyses; analysis of a potential new overlay zone and <br />ordinance for private development of digital billboards; analysis and recommendations for the <br />strategic placement of new transit shelter furniture with advertising components that incorporate <br />unique designs for placemaking and community- oriented design; and evaluation of bundling <br />opportunities for development of different types of outdoor advertising. These components will <br />25A -2 <br />