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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Contract with Fairbank, Maslin, Maullin, Metz & Associates (FM3) for Glendale Water & Power (GWP) Customer Satisfaction Surveys and Focus Group Research.
1. Motion authorizing the City Manager, or his designee, to enter into and execute a Professional Services Agreement (PSA) with Fairbank, Maslin, Maullin, Metz & Associates (FM3) to provide services related to Glendale Water & Power (GWP) customer satisfaction surveys and focus group research, for a not to exceed amount of $115,750.
2. Resolution of Appropriation
COUNCIL ACTION
Item Type: Consent Calendar
Approved for September 29, 2026 calendar
EXECUTIVE SUMMARY
Glendale Water & Power (GWP) is requesting City Council authorization to enter into a Professional Services Agreement (PSA) with Fairbank, Maslin, Maullin, Metz & Associates (FM3) to conduct customer research consisting of four in-person customer focus groups followed by a statistically valid customer satisfaction survey. The research will provide GWP with direct customer feedback on satisfaction with water and electric services, perceptions of service value and reliability, understanding of water resources, and views on current and future water and electric policy issues. The focus groups will also provide customer feedback on the usability of the GWP bill and inform development of the subsequent customer satisfaction survey.
The focus group research will consist of four approximately two-hour in-person groups:
three English-language groups and one Armenian-language group, with approximately 40 customers participating. FM3 proposes to conduct the groups at a professional focus group facility in Pasadena. Following the focus groups, FM3 will conduct a 20-minute dual-mode customer satisfaction survey by telephone and online among a random sample of between 500 and 700 GWP customers. The survey will be available in English, Armenian, Korean, and Spanish.
The maximum combined cost of the proposed research is $115,750, consisting of $62,000 for the focus groups and up to $53,750 for the customer satisfaction survey 2 5a
based on a sample size of 700.
RECOMMENDATION
Authorize the City Manager to execute a PSA with FM3 for customer focus group and customer satisfaction survey research services in an amount not to exceed $115,750.
ANALYSIS
GWP seeks to better understand how its customers experience and perceive the utility’s water and electric services and to use the information to strengthen customer communications, engagement, and service delivery. FM3’s proposed research is structured in two phases, with the focus groups informing the development of the customer satisfaction survey.
The first phase consists of four in-person focus groups. Three groups will be conducted in English and one in Armenian. FM3 proposes approximately ten customers to participate in each group, with recruitment of 13 to 14 participants per group to achieve the desired attendance. The groups will include English-speaking customers ages 40 and older, English-speaking customers under age 40, an English-speaking group of comparative overusers, and Armenian-speaking customers. FM3 will seek diverse demographics and representation from different areas of the GWP service territory.
The approximately two-hour sessions will allow GWP staff to observe customer reactions and discussions regarding the utility, its services, and the GWP bill.
The focus group topics are expected to include customer views regarding reliability and satisfaction; perceptions of value for the rates customers pay; understanding of where water supplied through GWP’s system comes from; reactions to potential future water portfolio policies and strategies; and knowledge of current and future electric policy considerations, including solar power and data centers. FM3 will also use the focus group findings to inform the post-focus group customer satisfaction survey.
Deliverables for the focus group phase include recruitment screening questionnaires, the final discussion guide, participant profiles, tallies of written exercises when applicable, audio recordings upon request, verbatim transcripts, and a summary memorandum or PowerPoint presentation highlighting key findings and actionable recommendations. FM3’s $62,000 focus group price is comprehensive and includes recruitment; participant incentives; facility rental; food; travel; bilingual moderation as needed; translation; transcription; recording; analysis, and reporting.
The second phase consists of a 20-minute dual-mode customer satisfaction survey conducted online and by telephone. FM3 proposes a random sample of between 500 and 700 GWP customers, with potential respondents contacted by telephone, email, and text message. The survey will be conducted in English, Armenian, Korean, and Spanish. Depending on the final sample size, the survey is expected to have a margin of sampling error of approximately ±4.4 percent for 500 interviews, ±4.0 percent for 600 interviews, or ±3.7 percent for 700 interviews, at a 95% confidence level. 3 5a
Survey deliverables include the final survey questionnaire, an analysis of survey results in PowerPoint, and a presentation of the results if requested. FM3 will also be available for ongoing consultation and further analysis. The scope of the survey will be within GWP’s discretion.
Because the research requires GWP to provide FM3 with customer information, including names, addresses, telephone numbers, email addresses, and potentially other available customer information, confidentiality and data protection are critical components of the engagement. As such, the City and FM3 will enter into and execute a confidentiality and non-disclosure agreement (NDA) in advance of, or concurrent with, the PSA, and before any customer data is transferred to FM3. The NDA will apply to FM3 and any associated vendors or subcontractors with access to GWP customer information and will establish requirements for confidentiality, appropriate use, safeguarding, and handling of the information provided for this project.
STAKEHOLDERS/OUTREACH
GWP customers are the primary stakeholders for this research. The focus groups will provide direct, facilitated opportunities for approximately 40 customers to share their experiences and perspectives with GWP. The customer satisfaction survey will provide broader input from a statistically valid sample of GWP customers. To support inclusive participation, the focus groups will include one Armenian-language group, and the customer satisfaction survey will be offered in English, Armenian, Korean, and Spanish.
FM3 will recruit participants representing diverse demographics and different areas of GWP’s service territory.
FISCAL IMPACT
The total cost of conducting the focus groups and customer satisfaction surveys is $115,750. Staff requests an appropriation of $90,285 from the Electric Surplus Fund and $25,465 from the Water Surplus Fund for FY 2026-27. The appropriation amounts and funding sources are detailed below:
Requesting Appropriation
Amount From (Account
String)
To (Account String) Funding Source
$90,285 27900-5810-GWP0000GL: 43110-5820-GWP4590-P0000-Electric Surplus Fund
$25,465 27900-5910-GWP0000GL: 43110-5920-GWP4590-P0000-Water Surplus Fund
Department Cost Center Program
Glendale Water
and Power
Community Engagement
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ENVIRONMENTAL REVIEW (CEQA/NEPA)
The action requested herein is authorization for professional and consulting services to conduct research and as such is not a project for the purposes of the California Environmental Quality Act (CEQA).
CAMPAIGN DISCLOSURE
The names and business addresses of the members of the board of directors, the chairperson, CEO, COO, CFO, Subcontractors and any person or entity with more than 10% interest in the company proposed for contract in this Agenda Item Report are attached in Exhibit 1, in accordance with the City Campaign Finance Ordinance No. 5744.
ALTERNATIVE TO STAFF RECOMMENDATION
City Council may choose not to award the PSA to FM3. This would result in GWP not conducting the proposed customer focus groups and customer satisfaction survey at this time, limiting GWP’s ability to obtain structured, statistically valid customer feedback to inform customer communications, engagement, and service planning.
ADMINISTRATIVE ACTION
Submitted by:
Scott K. Mellon, P.E., General Manager - Glendale Water and Power Prepared by:
Stephan Nersesyan, Assistant General Manager - Public Affairs & Operations Atineh Haroutunian, Public Benefits Charge Marketing Manager Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS
Exhibit 1: Campaign Finance Disclosure for Fairbank, Maslin, Maullin, Metz & Associates (FM3)