NOTICE AND CALL OF SPECIAL MEETING
CHINO CITY COUNCIL / SUCCESSOR AGENCY TO THE REDEVELOPMENT AGENCY Notice is hereby given that a special me eting of the Chino City Council / Successor Agency to the Redevelopme nt Agency will be held on Tuesday, July 19, 2022, at 5:00 p.m. in the City Council Chambers located at 13220 Central Avenue, Chino, CA.
Those persons wishing to speak on any item included on the agenda, or on any matter within the subject matter jurisdiction of the City Council, are invited fill out and su bmit to the Cit y Clerk a “R equest to Speak” f orm (nam e and address optional) whic h is availabl e at t he entranc e to the City Council Chamb ers.
Additionally, members of the public may submit electronic inquiries or comments by submitting emails to [email protected]
If you require a reasonable accommodation to participate in this meeting per your rights under the Americans with Dis abilities Act or for any othe r reason, p lease contact the C ity Cle rk’s O ffice ( 909) 334-3306, at least 48 hours prior to t he advertised starting time of the meeting.
Any documents produced by the City and distributed to a majorit y of the City Council regarding any item on this agenda will be made available in the City Cle rk’s Office during normal business hours at C ity Hall located at 13220 Cent ral Avenue, Chino. In addition, such documents will be posted on the City’s website at www.cityofchino.org.
CHINO CITY COUNCIL
SUCCESSOR AGENCY TO THE REDEVELOPMENT AGENCY
WORKSHOP – CITY HALL COUNCIL CHAMBERS
13220 CENTRAL AVENUE
CHINO, CA 91710
TUESDAY – JULY 19, 2022
5:00 PM
AGENDA
ROLL CALL
Mayor Eunice M. Ulloa, Mayor Pro Tem Marc Lucio, Council Member Karen C. Comstock, Council Member Christopher Flores, Council Member Walt Pocock.
PUBLIC COMMUNICATIONS
This is the time and place for the public to address the City C ouncil regarding the items listed on the agenda. Ordinance No. 97 -08 ( Chino Municipal Code Section 2.04.090) limits speakers to no more than five (5) minutes in which to address the Council.
DISCUSSION
1. City of Chino Image Identification and Brand Development . Presentation and discussion on proposed scope of work for City of Chino Brand Development and Implementation request for proposals.
Presentation by: Vivian Castro, Deputy City Manager
RECOMMENDATION: Discussion and provide direction to staff.
CHINO CITY COUNCIL
JULY 19, 2022 2
ADJOURN
The next Regular Meeting of the City Council will be held on Tuesday, July 19, 2022, at 7:00 p.m., with Closed Session at 6:00 p.m., in these Council Chambers.
I, Angela Robles, City Clerk of the City of Chino, hereby declare that on Wednesday, July 13, 2022, this agenda was posted on the City’s website and south window of Chino City Hall.
Revenue: Expenditure:
Transfer In: Transfer Out:
M E M O R A N D U M
CITY OF CHINO
ADMINISTRATION DEPARTMENT
COUNCIL MEETING DATE: JULY 19, 2022
TO: ANTHONY ARROYO, INTERIM CITY MANAGER
FROM: VIVIAN CASTRO, DEPUTY CITY MANAGER
SUBJECT: CITY OF CHINO IMAGE IDENTIFICATION AND BRAND DEVELOPMENT.
RECOMMENDATION
Presentation and discussion on proposed scope of work for City of Chino Brand Development and Implementation request for proposals.
FISCAL IMPACT
There is no fiscal impact associated with this discussion/action. However, after eventually proceeding with the necessary procurement steps, a proposed agreement will be brought back to the Council at a later time.
CITY OF CHINO MISSION / VISION / VALUES / STRATEGIC ISSUES :
The recommendation detailed above furthers the City’s values and strategic issues that serve as key pillars on which identified priorities, goals, and action plans are built, by fostering:
• Positive City Image
• Superior Customer Service
• Responsible Long-Range Planning
• Exemplary Leadership
• Public Service Excellence through Internal and External Partnerships COUNCIL MEETING DATE: JULY 19, 2022
SUBJECT: CITY OF CHINO IMAGE IDENTIFICATION AND BRAND DEVELOPMENT PAGE 2
BACKGROUND
Image and branding are important visual representations of an entity, whether a business, a person, a product, an organization, or a location. Branding refers to how an entity communicates its image to customers/residents, employees, and other stakeholders. It reflects and impacts both internal and external perceptions of the entity. A city’s brand should be clearly defined, easily recognizable, consistent, meaningful, and reflect its future, and, if desired, its history.
The Chino City Council has identified City image and branding as a priority.
During its May 2019 Strategic Planning Workshop, Council authorized staff to conduct a comprehensive review of the City brand and to hire a consultant to create a new or updated City logo and brand guidelines and also directed staff to update the 2000 Strategic Plan.
In 2021, the City Council adopted the current City of Chino Strategic Plan, which has two components that are closely interconnected with the City’s image and brand. The Vision Statement that “Chino is a vibrant City. It is a great community in which to live, work, and play, that is recognized for integrity and dedication to public service.” a nd the identification of “Positive City Image” as one of the City’s seven Strategic Issues reflect the importance image and branding for the Chino City Council and larger community.
ISSUES/ANALYSIS
The City of Chino most recently updated its brand in the early 2000s, when the arch logo was developed. Since then, however, dozens of different logos, brands, and images have been used throughout the City and displayed on City facilities, monument signs, right-of-way, documents, and marketing items. Staff surveyed the logos, fonts, colors, and mottos used in electronic and print media, promotional, equipment, and clothing items, and building, monument, and wayfinding signs, and found that the proliferation is in part a result of (1) departments wishing to differentiate their program(s), (2) a lack of templates, documentation, guidelines, and training for staff on the proper use of the City brand, and , most importantly, (3) a lack of clear definition of what the City’s brand and image are and should be.
Identifying and developing a successful Chino brand with distinct imagery and clear guidelines and messaging will improve efficiency and convey a unified City and mission.
Chino has experienced significant growth and is projected to continue to reach over 140,000 residents by 2035. The growth in geographically -distinct parts of the City and changing demographics is creating perceptions of two “Chinos” – the more historical, agricultural , downtown aspect of Chino and the “newer” communities that tend to identify and be identified as separate and different. A branding effort that engages the entire City, emphasizes what is shared, and reflects its strong sense of community can solidify the image of one Chino through the creation of a unified identity.
Rebranding is the thoughtful development of a new look and feel that creates a cohesive image and entity, provides an opportunity to engage residents and stakeholders, deepens the City’s sense of place and community identity, makes the City more marketable, and improves efficiencies in City operations and activities.
Although Council has authorized staff to proceed with a brand development project, staff seeks to ensure that the scope of work reflects the Council’s desire since it can entail either a brand “refresh” or overhaul. For example, this may include either a comprehensive image identification effort with extensive stakeholder engagement or a more narrowly focused effort to clarify and COUNCIL MEETING DATE: JULY 19, 2022
SUBJECT: CITY OF CHINO IMAGE IDENTIFICATION AND BRAND DEVELOPMENT PAGE 3
memorialize the City’s brand and brand guidelines.
Overall, staff seeks Council di rection on the following items to better define the project scope and deliverables.
1. Community survey to identify and define the City’s image.
2. Strategic marketing plan.
3. Place branding to develop elements and guidelines to be used for City signage and way- finding projects.