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city of Santa Ana I California D. Understanding of Need Executive Summary Based upon our review of the City's Request for Proposal, and on our extensive experience with exactly this type of project, Willdan Financial Services ( "Wilidan ") is confident that we can meet the City's objective of reviewing, and evaluating the identified categories of user fees, developing appropriate and defensible methods of analysis to determine the full cost of providing various City services, and then recommending updated fee amounts based upon this analysis. The overall objective is to establish an updated schedule of fees that is objective, fair and equitable, that maximizes the recovery of the costs of providing City services. The end products will include a report and a user- friendly Excel -based model, which City staff will retain, and which can be easily updated in the future. The model will be used to calculate and analyze the components that make up the full cost of services provided by the City, the recommended level of cost recovery (taking Into account appropriate subsidies), and the revenue impacts to the City of proposed changes in fees. Most importantly, we will ensure that the results and recommendations are clear and understandable, defensible, and easily implementable. For this user fee study, we will meet directly with departmental representatives at the City, to discuss the approach and process that is best suited for each fee category; and then in more detail to Identify processes and levels of activity and effort involved in providing services for which user fees are paid. Through this process we will identify the full cost recovery amount for each fee related activity, compare this with the City's current cost recovery levels, and then discuss with staff, policy and /or political concerns that need to be considered in developing recommended fees. Final recommended fees will be the result of these collaborative discussions, so that they reflect realities and considerations that are specific to the City of Santa Ana. We will review and analyze existing userfee programs, and based upon conversations with City staff, a review of other neighboring cities, and our experience with fee programs in other cities, make suggestions as necessary for fees that may need to be added to the City's fee schedule, for activities that occur with some regularity, for which a fee is not currently being charged. We will also review other similar Orange County jurisdictions to provide a comparison of common fees. In determining specific agencies to utilize in the comparison, we will provide our own recommendations, and consult with City staff to understand their view of comparable agencies. For a successful and effective engagement, it is important to have a thorough understanding of the structure and organization of the City. We bring years of successful experience working directly with hundreds of cities throughout California, and specifically with the City of Santa Ana. Wilidan possesses the resources, practical experience, creative thinking, and collaborative consulting skills necessary to complete this important project. Key distinct advantages that Willdan brings to the City include the following: On-site Data Gathering: Our experience has taught us that working together, via face -to -face discussions, Is the most efficient and thorough way to ensure that results are accurate, and that studies are completed in a timely manner, which again, is critical in this proposed engagement. Consequently, through on -site interviews with your staff, Willdan will collect the majority of required data for the user fee study. This method Is better than the typical "time and motion surveys" that are provided to agency staff when studies like these are conducted. This process ensures that we gather the data we need in one coordinated step, rather than having to go through repeated follow -up and clarification. This approach and the dedication of proposed project team will help ensure we meet the City's timeline and objectives, and provide important Information to City staff and the Council as soon as possible. Public Engagement: Our models and project approach are geared toward delivering our work on schedule and presenting our analysis results at public meetings and Council workshops. While the City Council and local business community may be generally supportive of increasing fees where necessary, it will be important to present recommendations to them in a way that clearly demonstrates the rationale and supporting analysis. The Willdan Team is experienced at communicating complex analytical results in a manner that is easy to Comprehensive. Innovative. Trusted. 10 °8. : . 250 -14 City of Santa Ana User Fee Study