Camarillo City Council
AGENDA REPORT
Date: October 22, 2025
To: Honorable Mayor and City Councilmembers
From: Greg Ramirez, City Manager
Submitted by: Carmen Nichols, Assistant City Manager
Subject: Placer.ai Location Analytics – Amendment to Agreement No. 2022- 207 with Placer Labs, Inc.
BACKGROUND
On October 17, 2022, the City entered into Agreement No. 2022-207 with Placer Labs, Inc. (Placer.ai) for access to its location analytics platform. The agreement provides data and tools including visits, trade areas, customer journey, demographics/psychographics (via STI/Experian), and “void/leakage” analysis, with defined permitted uses for internal purposes and sharing of aggregated “Research Data.” The initial annual fee was $22,000.
On September 4, 2024, the City executed a First Amendment renewing the term for 12 months effective October 17, 2024, and adjusting the annual license fee to $23,100.
A new amendment dated August 26, 2025, is proposed to renew the term for 12 months starting October 17, 2025, at an annual license fee of $24,255.
DISCUSSION
Placer.ai is a core analytical tool used by Economic Development to:
Inform City economic development strategies and policy decisions through foot traffic, trade area, and demographic insights.
Track community event performance (e.g., visitation, dwell time, and origin markets) to evaluate programming and marketing.
Assist shopping center owners with redevelopment concepts by quantifying market demand, customer journeys, and competitive benchmarks.
Support site selection and marketing research for small businesses through custom reports and data visualizations.
Peer agencies and downtown organizations also use Placer.ai to advance economic development objectives comparable to Camarillo’s. For example, municipalities have
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cited use of the platform to support retail recruitment and leasing conversations, while downtown districts have used it to track pedestrian activity, evaluate event impacts, and inform revitalization and marketing decisions. These examples underscore that Camarillo’s use of Placer.ai aligns with industry-standard, data-driven practices.
In Camarillo, custom “leakage/void” reporting has supported targeted business attraction efforts. For example, Placer.ai reporting helped establish the market case for large-format retail such as Costco and demonstrates sound, data-driven decision-making when communicating with stakeholders and the public. The tool also supports tracking of public events (e.g., Heritage Days, 4th of July fireworks, and Concerts in the Park) and assists small business owners with market research.
The sole source letter on file confirms Placer.ai’s offerings are available only from the company and not via resellers, supporting a direct amendment to the existing agreement..
CITY COUNCIL STRATEGIC PLAN FY 2025/26
This item supports the City Council’s Strategic Plan as follows:
Fiscal Management – Objective 2: Continue to identify and implement means and methods for streamlining internal and public-facing City operations. Placer.ai improves how staff evaluate programs, communicate insights, and support data- driven decisions.
Land Use, Transportation, Transit & Community Development – Objectives 7 & 8:
Focus on potential incremental redevelopment of the Camarillo Commons Specific Plan area and continue to assist other commercial property owners interested in revitalizing their properties. Placer.ai provides redevelopment market analytics that inform owner strategies and support revitalization Citywide. Economic Development – Objective 1: Aggressively implement the City’s adopted Economic Development Strategic Plan. Placer.ai enables retail repositioning strategies and provides actionable insights that help property owners consider additional pad development, tenant strategies, and relocations to enhance cross- center shopping.
FISCAL IMPACT
The proposed one-year renewal amount is $24,255 for the period beginning October 17, 2025. Sufficient funds are budgeted in the Economic Development operating budget (Account No. 101-6501-465.69-01) for FY 2025/26.
CEQA DETERMINATIONS
In accordance with Section 15061(b)(3) of the CEQA Guidelines, the renewal of software subscriptions has no potential for causing a significant effect on the environment and is not subject to CEQA.
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RECOMMENDATION
1. Find the Placer.ai software subscription renewal exempt from CEQA pursuant to Section 15061(b)(3) of the CEQA Guidelines; and
2. Authorize the City Manager to execute the Amendment to Agreement No. 2022- 207A with Placer Labs, Inc., in the amount of $24,255 for a one-year term beginning October 17, 2025; and
3. Authorize the City Manager to negotiate and execute future agreements, amendments, and purchase orders with Placer Labs, Inc. for Placer.ai licensing, subject to available budget appropriations and City purchasing policies, to avoid the need for future Council actions for routine renewals.
ATTACHMENTS
1. Proposed Second Amendment – Agreement No. 2022-207B
2. First Amendment – Agreement No. 2022-207A
3. Original Agreement – Agreement No. 2022-207
REFERENCE MATERIALS – AVAILABLE FOR REVIEW AT CITY HALL None