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CITY OF GLENDALE, CALIFORNIA
REPORT TO THE CITY COUNCIL
AGENDA ITEM
Report: Award Professional Services Agreement (PSA) for Public Outreach for Regulatory Compliance Services for Public Works, Integrated Waste Management
1. Motion authorizing City Manager, to execute a three-year Professional Services Agreement (PSA) with ReCREATE Waste Collaborative LLC for public outreach for regulatory compliance services in a not-to-exceed amount of $337,090.
COUNCIL ACTION
Item Type: Consent Calendar
Approved for October 6, 2026 calendar
EXECUTIVE SUMMARY
The Public Works Department (PWD) issued a Request for Proposals (RFP) seeking a qualified consultant to support the city's public education, outreach, contamination reduction, data analysis, and regulatory compliance efforts related to recycling, organics, edible food recovery, and other solid waste programs and regulations.
The Evaluation Team independently reviewed and scored seven proposals using the evaluation criteria established in the RFP. The evaluation considered proposal quality and responsiveness, team qualifications, proposed work plan, relevant project experience, and cost. The public outreach program is funded by the city’s four franchise haulers in an amount up to $150,000 annually.
ReCREATE Waste Collaborative LLC (ReCREATE) received the highest combined score from the Evaluation Team. ReCREATE's proposal was distinguished by its practical and achievable work plan, Southern California solid waste experience, familiarity with Glendale, waste characterization and route-review capabilities, ArcGIS/Survey123 data tools, direct business outreach, and in-house graphic design resources. Its proposed three-year cost of $337,090 is commensurate with the quantity of work proposed and is within the city's budget.
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RECOMMENDATION
That the City Council approve a motion authorizing the City Manager to execute a threeyear PSA with ReCREATE for public outreach for regulatory compliance services in a not-to-exceed amount of $337,090.
ANALYSIS
California solid waste requirements require jurisdictions to provide education and outreach, monitor program participation and contamination, maintain regulation compliance implementation records, and demonstrate progress toward state and local diversion objectives. Glendale has developed substantial internal expertise in SB 1383 implementation and compliance. The purpose of this procurement is not only to maintain regulatory compliance, but also to strengthen the city's ability to use existing program data to develop and implement targeted, measurable outreach campaigns that improve participation and reduce contamination.
The selected consultant will support the city in reviewing and analyzing route-review and contamination data received from the city's four commercial franchise haulers and city residential collection services. They will assist in identifying priority audiences and geographic areas, developing strategic and multilingual campaigns, creating and updating public-facing materials, conducting targeted engagement, measuring results, and maintaining records that support the CalRecycle Electronic Annual Report requirements and other regulatory documentation.
PWD received seven proposals. The Evaluation Team consisting of four internal staff members independently evaluated the proposals using the following criteria:
CRITERIA WEIGHT
Quality, Clarity, and Responsiveness of
the Proposal 20%
Team Expertise and Qualifications 25%
Proposed Action / Work Plan 25%
Relevant Project Experience 20%
Cost Proposal 10%
PROPOSAL EVALUATION RESULTS
The table below summarizes the combined evaluations of the seven proposals. Scores reflect the weighted evaluation criteria, including cost. Cost scoring recognizes proposals that are deliverable within the city's anticipated three-year budget and gives reduced credit to proposals whose proposed scope and cost substantially exceed the available funding of $450,000 for a three-year period.
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CONSULTANT 3-YEAR COST COMBINED SCORE PLACEMENT
ReCREATE Waste
Collaborative LLC
$337,090 93.88 1
CV Strategies $444,000 89.25 2
HF&F Consultants $804,378 82.38 3
SCS Engineers $852,836 77.38 4
Environmental
Innovations
$806,525 76.38 5
SGA $330,537 75.50 6
Ghirardelli Associates $1,616,663.36 73.25 7
The Evaluation Team found ReCREATE to be a highly qualified firm specializing in SB 1383 implementation, waste diversion programs, regulatory compliance, route review inspections and community-based outreach. They demonstrated extensive experience working with California local jurisdictions which makes them uniquely positioned to support Glendale’s public outreach and regulatory compliance efforts. ReCREATE has provided SB 1383 implementation services to more than 20 local jurisdictions and has worked across nearly 55 California communities, including projects involving the San Bernardino and Imperial County Joint Powers Authorities and the San Gabriel Valley Council of Governments.
ReCREATE brings substantial experience in community-based multilingual social marketing and direct public outreach. Their staff are trained and certified in communitybased social marketing and have conducted door-to-door outreach to more than 15,000 single-family households and 10,000 multifamily households. Under this program, focused outreach on multifamily properties will be prioritized. Their experience includes developing multilingual and targeted outreach materials, conducting stakeholder meetings, distributing educational materials, creating social media campaigns, and working directly with businesses and property managers to improve compliance.
Based on their demonstrated technical expertise, extensive local government experience, proven success implementing SB 1383 programs, significant field and outreach capacity, and ability to provide data-driven and community-focused education, ReCREATE represents a strong partner to support the City of Glendale’s public outreach and regulatory compliance efforts. Their three-year proposal is approximately 5c 4
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25 percent below the City's anticipated $450,000 budget. The per year cost of the proposed PSA is as follows:
Year One: $124,190
Year Two: $106,450
Year Three: $106,450
Total: $337,090
Year-One is higher in cost because it includes the formation of the public outreach and education strategic plan that will not be a cost borne in the other two years of the PSA.
STAKEHOLDERS/OUTREACH
The proposed PSA will support comprehensive, multilingual outreach (English, Armenian, Spanish, Korean, and Tagalog) to single-family and multifamily residents, property owners and managers, businesses, schools, commercial edible food generators, non-profit organizations, and other key stakeholders. Outreach strategies will focus on public engagement, waste reduction, proper curbside sorting, and compliance with state regulations and the Glendale Municipal Code. Delivery methods may include targeted campaigns, direct business assistance, workshops, digital and social media content, updated toolkits, signage, and community events. Additionally, the consultant will collaborate with the city’s four commercial franchise haulers to optimize program delivery and ensure activities are informed by route-review, contamination, subscription, and other available program data.
FISCAL IMPACT
The public outreach for regulatory compliance services will cost $337,090 total including $124,190 in year one which was included as a part of the FY 2026-27 budget. No new appropriation is being requested at this time. Funding for future agreement years will be requested through annual budget processes.
Existing Appropriation
Amount Account String Funding Source
$124,190 43110-5300-PWD-7523-P0000 Refuse Disposal Fund Department Cost Center Program
Public Works Recycling Waste Reduction
ENVIRONMENTAL REVIEW (CEQA/NEPA)
The action being considered does not constitute a "project" within the meaning of the California Environmental Quality Act (CEQA) pursuant to CEQA Guidelines Section 15378(a), as it has no potential for resulting in either a direct physical change in the environment or a reasonably foreseeable indirect physical change in the environment.
CAMPAIGN DISCLOSURE
The names and business addresses of the members of the board of directors, chairperson, Chief Executive Officer, Chief Operating Officer, Chief Financial Officer, 5c 5
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and subcontractors, and any person or entity with more than a 10 percent interest in the company, is attached as Exhibit 1 in accordance with the City's Campaign Finance Ordinance No. 5744.
ALTERNATIVES TO STAFF RECOMMENDATION
Do not approve the proposed PSA with ReCREATE and direct staff to continue the current outreach program using existing limited city resources and contracts or issue a new RFP.
ADMINISTRATIVE ACTION
Submitted by:
Daniel Hernandez, Director of Public Works
Prepared by:
Etienne Ozorak, Integrated Waste Superintendent
Hourik Hayrapetian, Sr. Administrative Analyst
Approved by:
Roubik R. Golanian, P.E., City Manager
EXHIBITS/ATTACHMENTS
Exhibit 1: Disclosure - Campaign Finance Ordinance