Co-Manager, Gallery 727, Los Angeles, 2003-2009
Co-founded and co-managed an art gallery in Downtown LA. Developed with artist dozens of multi-media exhibitions using photography, sculpture, painting, performance, video, and readings.
SELECTED PROJECTS
- Pasadena 710 Master Plan, Pasadena, CA
Hands-on and sensory-based community engagement on reimagining the 710 freeway stub and what the stub could become
Role: Co-led (with John Kamp) hands-on model-building workshops, documented outcomes; s - FROG Park Climatescape, Oakland, CA
Hands-on model-building workshop on reimagining and transforming a derelict park space Role: Co-led (with John Kamp) hands-on model-bulding workshop, translated outcomes of workshop into a design; installed design
- Reimagining the Napa River
Hans-on and sensory-based community engagement on reimagining the Napa River as the Napa Riverline, a linear park through downtown Napa
Role: Co-led (with John Kamp) hands-on model-buliding workshop with community members in Napa; translated workshop outcomes into design and policy recommendations for the City - Reimagining the Pomona Fairplex: Hands-on community engagement for the Fairplex Specific Plan, Pomona, CA
Model-building workshops and pop-up models that engaged residents in reimagining a redesigning the Fairplex of the future
Role: Crafted engagement strategy; built interactive pop-up models of the dfferent zones of Fairplex, which fairgoers could build their ideas on top of; co-led hands-on model-building workshops with John Kamp
CERTIFICATIONS
Small Business Enterprise (Micro) and Disadvantaged Business Enterprise.
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Opticos Design, Inc.
2100 Milvia Street, Suite 125
Berkeley, California 94704
510.558.6957
[email protected]
We look
forward to
speaking with
you.
In 2007, Opticos became a founding B
Corporation, establishing a triple bottom
line of social, economic, and environmental
responsibility. Learn more at bcorp.com
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Learn more at bcorp.com
Healdsburg Station Area
Specific Plan
Proposal submitted
February 20, 2026
CITY OF HEALDSBURG | RFP-01-26 | COST PROPOSAL
Prepared by
Opticos Design, Inc.
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Prepared For:
City of Healdsburg
Community Development Department
401 Grove Street,
Healdsburg CA 95448
ATTN:
Scott Duiven,
Community Development Director
Prepared By:
Opticos Design, Inc.
2100 Milvia Street, Suite 125
Berkeley, California 94704
510.558.6957
Fehr + Peers
fehrandpeers.com
Rincon
rinconconsultants.com
Lisa Wise Consulting
lisawiseconsulting.com
Sherwood Engineers
sherwoodengineers.com
Plan to Place
plantoplace.com
Place It!
placeit.org
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Contents
Attachment 1: Cost Proposal Form 4
Cost Proposal 6
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4 Healdsburg Station Area Specific Plan | City of Healdsburg Attachment 1
Cost Proposal Form
RFP-01-026 Attachment 1
City of Healdsburg Page 1 of 2 Healdsburg Station Area Specific Plan
1. COST PROPOSAL
The undersigned, as Proposer, declares that they have carefully examined the RFP and the annexed proposed form of contract (Attachment 4), and agrees that if their proposal is accepted that they will contract with the City of Healdsburg, under the form of contract annexed of hereto, to provide the services as specified in the manner and time herein prescribed, and in accordance with the requirements of the RFP as therein set forth, and they will take in full payment therefore the following prices:
Item No. Item Description Estimated date of
completion Total Cost NTE $
1 Preparation of Healdsburg Station Area Specific Plan
Total Base Fee $______________
(written in words) ____________________________________________________ Consultant to attach Cost Proposal Breakdown, showing for each Task Item the description of task, hourly rate of individual staff, number of hours per staff, total hours, and total fee per task, including subconsultants. Cost proposal to include total costs summed up per subtask, task, and total fee for the project.
$1,130,000
1,130,000
One million, one hundred and thirty thousand dollars
24 months,
prior to
June 30, 2029
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Healdsburg Station Area Specific Plan | City of Healdsburg 5 Attachment 1
Cost Proposal Form
RFP-01-026 Attachment 1
City of Healdsburg Page 2 of 2 Healdsburg Station Area Specific Plan Proposer Name: ______________________________________________________________________ Signature(s)
1. If Proposer is INDIVIDUAL, sign here:
Date: ________________
______________________________________________
Proposer Signature
______________________________________________
Proposer typed name and title
2. If Proposer is PARTNERSHIP or JOINT VENTURE, at least (2) Partners of each of the Joint Ventures shall sign here:
___________________________________________________________________________ Partnership or Joint Venture Name (type or print)
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
3. If the Proposer is a CORPORATION, the duly authorized officer shall sign as follows:
___________________________________________________________________________ Corporation Name (type or print)
(Corporate Seal) Corporate signature
Address:
Phone No.:
CFO'ssignature
Secretary's signature
Corporation organized under the laws of the State of
Opticos Design, Inc.
California
2100 Milvia St., Suite 125, Berkeley, CA 94704
510.558.6957
Opticos Design, Inc.
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6 Healdsburg Station Area Specific Plan | City of Healdsburg This section of our proposal provides a full description of the expected expenditure of funds for the work described in the RFP. The cost breakdown includes a breakdown of costs by task including hourly rates and the staff working on each task.
Additional Terms
1. Budget does not include rental or purchasing fees for space or equipment for workshops, charrettes and other meetings. (Consultant to bring computers and drafting supplies.) Consultant will not be responsible for any such planning or expenses.
2. Budget does not include food for participants other than the design team for workshops and working sessions.
3. Budget does not include postage associated with public outreach and marketing.
4. Budget does not include installation of any and all public outreach media including but not limited to banners and signage.
5. In the interest of environmental considerations, the consultant will provide a PDF file of each deliverable unless otherwise specified.
6. Opticos shall be paid on a fixed fee basis for performance of services under this agreement in accordance with the table below.
7. Any additional tasks performed outside of those specified above, such as attending additional meetings or completing additional revisions beyond the hours or number of revisions specified above, will be compensated at the hourly rates listed in the table above, which shall increase by five percent (5%) on January 1 of each calendar year.
Cost Proposal
Position at Opticos Design - 2026 Hourly Rate
Managing Principal $350
Senior Associate $260
Associate I $210
Senior Designer $195
Designer $185
1 Comprehensive Zoning Code Update RFP #22-057 - Cost Proposal Item 8.c
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Healdsburg Station Area Specific Plan | City of Healdsburg 7 Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
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8 Healdsburg Station Area Specific Plan | City of Healdsburg Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
Opticos Design, Inc.
Matthew
Ridgway
Neil Smolen and
Andy Kosinski
Kelly Bond Planner
/Engineer
Business
Services
Subtotal Fees Subtotal
Expenses
Principal Project
Manager
Planner GIS Specialist Pu
Principal
/Director
Senior Associate Senior Planner Planner
/Engineer
Business
Services
$340 $275 $220 $190 $165 Sub-Total Sub-Total $329 $313 $210 $166 10 hr 0 hr 10 hr 0 hr 6 hr $6,590 $4,500 $11,090 12 hr 40 hr 0 hr 0 hr 4 hr 0 hr 4 hr 0 hr 6 hr $3,230 $0 $3,230 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
6 hr 0 hr 6 hr 0 hr 0 hr $3,360 $4,500 $7,860 12 hr 40 hr 0 hr 0 hr 16 hr 0 hr 16 hr 0 hr 0 hr $8,960 $0 $8,960 0 hr 0 hr 0 hr 0 hr 8 hr 0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 8 hr 0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
8 hr 16 hr 16 hr 80 hr 16 hr $28,480 $5,000 $33,480 4 hr 8 hr 34 hr 6 hr 8 hr 16 hr 16 hr 80 hr 16 hr $28,480 $5,000 $33,480 4 hr 8 hr 34 hr 6 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
12 hr 16 hr 32 hr 44 hr 24 hr $27,840 $0 $27,840 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
12 hr 16 hr 32 hr 44 hr 24 hr $27,840 $0 $27,840 0 hr 0 hr 0 hr 0 hr 6 hr 16 hr 8 hr 40 hr 16 hr $18,440 $0 $18,440 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
6 hr 16 hr 8 hr 40 hr 16 hr $18,440 $0 $18,440 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
8 hr 0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 4 hr 0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 4 hr 0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 8 hr 0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 4 hr 0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 4 hr 0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
4 hr 0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 2 hr 0 hr 2 hr 0 hr 0 hr $1,120 $0 $1,120 0 hr 0 hr 0 hr 0 hr 2 hr 0 hr 2 hr 0 hr 0 hr $1,120 $0 $1,120 0 hr 0 hr 0 hr 0 hr 8 hr 16 hr 16 hr 40 hr 16 hr $20,880 $0 $20,880 59 hr 133 hr 446 hr 32 hr 8 hr 16 hr 16 hr 40 hr 16 hr $20,880 $0 $20,880 8 hr 14 hr 66 hr 4 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 4 hr 8 hr 2 hr 2 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 43 hr 103 hr 354 hr 24 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 4 hr 8 hr 24 hr 2 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
80 hr 64 hr 118 hr 204 hr 78 hr $122,390 $9,500 $131,890 75 hr 181 hr 480 hr 38 hr Fehr & Peers
Rincon CoFehr & Peers Item 8.c
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Healdsburg Station Area Specific Plan | City of Healdsburg 9 Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
olen and
osinski
Kelly Bond Planner
/Engineer
Business
Services
Subtotal Fees Subtotal
Expenses
Principal Project
Manager
Planner GIS Specialist Publishing/Cleri
cal
Subtotal Fees Subtotal
Expenses
ssociate Senior Planner Planner
/Engineer
Business
Services
75 $220 $190 $165 Sub-Total Sub-Total $329 $313 $210 $166 $128 Sub-Total hr 10 hr 0 hr 6 hr $6,590 $4,500 $11,090 12 hr 40 hr 0 hr 0 hr 18 hr $18,772 $0 $18,772 hr 4 hr 0 hr 6 hr $3,230 $0 $3,230 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 6 hr 0 hr 0 hr $3,360 $4,500 $7,860 12 hr 40 hr 0 hr 0 hr 18 hr $18,772 $0 $18,772 hr 16 hr 0 hr 0 hr $8,960 $0 $8,960 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 16 hr 80 hr 16 hr $28,480 $5,000 $33,480 4 hr 8 hr 34 hr 6 hr 0 hr $11,956 $0 $11,956 hr 16 hr 80 hr 16 hr $28,480 $5,000 $33,480 4 hr 8 hr 34 hr 6 hr 0 hr $11,956 $0 $11,956 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 32 hr 44 hr 24 hr $27,840 $0 $27,840 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 32 hr 44 hr 24 hr $27,840 $0 $27,840 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 8 hr 40 hr 16 hr $18,440 $0 $18,440 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 8 hr 40 hr 16 hr $18,440 $0 $18,440 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 8 hr 0 hr 0 hr $4,480 $0 $4,480 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 4 hr 0 hr 0 hr $2,240 $0 $2,240 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 2 hr 0 hr 0 hr $1,120 $0 $1,120 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 2 hr 0 hr 0 hr $1,120 $0 $1,120 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 16 hr 40 hr 16 hr $20,880 $0 $20,880 59 hr 133 hr 446 hr 32 hr 30 hr $163,852 $0 $163,852 hr 16 hr 40 hr 16 hr $20,880 $0 $20,880 8 hr 14 hr 66 hr 4 hr 4 hr $22,050 $0 $22,050 hr 0 hr 0 hr 0 hr $0 $0 $0 4 hr 8 hr 2 hr 2 hr 4 hr $5,084 $0 $5,084 hr 0 hr 0 hr 0 hr $0 $0 $0 43 hr 103 hr 354 hr 24 hr 20 hr $127,270 $0 $127,270 hr 0 hr 0 hr 0 hr $0 $0 $0 4 hr 8 hr 24 hr 2 hr 2 hr $9,448 $0 $9,448 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 hr 118 hr 204 hr 78 hr $122,390 $9,500 $131,890 75 hr 181 hr 480 hr 38 hr 48 hr $194,580 $0 $194,580 Fehr & Peers
Rincon Consultants
Rincon
Consultants
Fehr & Peers Item 8.c
295 of 648
10 Healdsburg Station Area Specific Plan | City of Healdsburg Opticos Design, Inc.
Principal/
Director
Associate
Principal
Senior
Engineer
Project
Strategist
Design
Engineer II
Subtotal Fees Subtotal
Expenses
Principal Director Senior
Associate
Lead
Associate
$285 $260 $250 $240 $195 Sub-Total $315 $275 $225 $190
6 hr 8 hr 0 hr 0 hr 0 hr $3,790 $0 $3,790 1 hr 17 hr 10 hr 18 hr 6 hr 6 hr 0 hr 0 hr 0 hr $3,270 $0 $3,270 0 hr 10 hr 2 hr 10 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 1 hr 2 hr 2 hr
0 hr 2 hr 0 hr 0 hr 0 hr $520 $0 $520 1 hr 6 hr 6 hr 6 hr 3 hr 0 hr 0 hr 0 hr 0 hr $855 $0 $855 0 hr 4 hr 4 hr 2 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
3 hr 0 hr 0 hr 0 hr 0 hr $855 $0 $855 0 hr 4 hr 4 hr 2 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
2 hr 16 hr 24 hr 72 hr 72 hr $42,050 $0 $42,050 5 hr 60 hr 70 hr 98 hr 2 hr 16 hr 24 hr 72 hr 72 hr $42,050 $0 $42,050 0 hr 2 hr 4 hr 8 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 1 hr 6 hr 8 hr 16 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 16 hr 22 hr 24 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 24 hr 30 hr 40 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 12 hr 6 hr 10 hr 3 hr 6 hr 10 hr 10 hr 4 hr $8,095 $0 $8,095 2 hr 48 hr 30 hr 34 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 28 hr 16 hr 18 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
2 hr 4 hr 8 hr 8 hr 4 hr $6,310 $0 $6,310 0 hr 8 hr 10 hr 6 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 12 hr 4 hr 10 hr 1 hr 2 hr 2 hr 2 hr 0 hr $1,785 $0 $1,785 0 hr 0 hr 0 hr 0 hr 6 hr 10 hr 6 hr 10 hr 4 hr $8,990 $0 $8,990 1 hr 16 hr 16 hr 28 hr 4 hr 4 hr 0 hr 4 hr 0 hr $3,140 $0 $3,140 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
2 hr 6 hr 6 hr 6 hr 4 hr $5,850 $0 $5,850 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 1 hr 6 hr 8 hr 18 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 10 hr 8 hr 10 hr 6 hr 19 hr 43 hr 50 hr 50 hr $39,150 $0 $39,150 2 hr 20 hr 26 hr 34 hr 4 hr 16 hr 40 hr 50 hr 50 hr $37,050 $0 $37,050 0 hr 2 hr 2 hr 2 hr 2 hr 3 hr 3 hr 0 hr 0 hr $2,100 $0 $2,100 2 hr 18 hr 24 hr 32 hr 3 hr 10 hr 10 hr 46 hr 42 hr $25,185 $0 $25,185 0 hr 0 hr 0 hr 0 hr 2 hr 8 hr 8 hr 40 hr 36 hr $21,270 $0 $21,270 0 hr 0 hr 0 hr 0 hr 1 hr 2 hr 2 hr 6 hr 6 hr $3,915 $0 $3,915 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 8 hr 10 hr 18 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 8 hr 10 hr 18 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
3 hr 2 hr 2 hr 2 hr 2 hr $2,745 $0 $2,745 0 hr 0 hr 0 hr 0 hr 3 hr 2 hr 2 hr 2 hr 2 hr $2,745 $0 $2,745 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr
32 hr 71 hr 95 hr 190 hr 174 hr $130,860 $0 $130,860 11 hr 173 hr 166 hr 232 hr Sherwood Design Engineers Sherwood
Design
Engineers
Lisa Wise Consultin
Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
Item 8.c
296 of 648
Healdsburg Station Area Specific Plan | City of Healdsburg 11 Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
ign, Inc. Page 3 of 4
/
r
Associate
Principal
Senior
Engineer
Project
Strategist
Design
Engineer II
Subtotal Fees Subtotal
Expenses
Principal Director Senior
Associate
Lead
Associate
Associate Subtotal Fees Subtotal
Expenses
$260 $250 $240 $195 Sub-Total $315 $275 $225 $190 $170 Sub-Total 8 hr 0 hr 0 hr 0 hr $3,790 $0 $3,790 1 hr 17 hr 10 hr 18 hr 12 hr $12,700 $0 $12,700 6 hr 0 hr 0 hr 0 hr $3,270 $0 $3,270 0 hr 10 hr 2 hr 10 hr 2 hr $5,440 $0 $5,440 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 1 hr 2 hr 2 hr 4 hr $1,785 $0 $1,785 2 hr 0 hr 0 hr 0 hr $520 $0 $520 1 hr 6 hr 6 hr 6 hr 6 hr $5,475 $0 $5,475 0 hr 0 hr 0 hr 0 hr $855 $0 $855 0 hr 4 hr 4 hr 2 hr 6 hr $3,400 $0 $3,400 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $855 $0 $855 0 hr 4 hr 4 hr 2 hr 6 hr $3,400 $0 $3,400 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 16 hr 24 hr 72 hr 72 hr $42,050 $0 $42,050 5 hr 60 hr 70 hr 98 hr 176 hr $82,365 $0 $82,365 16 hr 24 hr 72 hr 72 hr $42,050 $0 $42,050 0 hr 2 hr 4 hr 8 hr 10 hr $4,670 $0 $4,670 0 hr 0 hr 0 hr 0 hr $0 $0 $0 1 hr 6 hr 8 hr 16 hr 24 hr $10,885 $0 $10,885 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 16 hr 22 hr 24 hr 60 hr $24,740 $0 $24,740 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 24 hr 30 hr 40 hr 72 hr $33,820 $0 $33,820 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 12 hr 6 hr 10 hr 10 hr $8,250 $0 $8,250 6 hr 10 hr 10 hr 4 hr $8,095 $0 $8,095 2 hr 48 hr 30 hr 34 hr 80 hr $40,640 $0 $40,640 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 28 hr 16 hr 18 hr 60 hr $25,550 $0 $25,550 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 4 hr 8 hr 8 hr 4 hr $6,310 $0 $6,310 0 hr 8 hr 10 hr 6 hr 16 hr $8,310 $0 $8,310 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 12 hr 4 hr 10 hr 4 hr $6,780 $0 $6,780 2 hr 2 hr 2 hr 0 hr $1,785 $0 $1,785 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 10 hr 6 hr 10 hr 4 hr $8,990 $0 $8,990 1 hr 16 hr 16 hr 28 hr 36 hr $19,755 $0 $19,755 4 hr 0 hr 4 hr 0 hr $3,140 $0 $3,140 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 6 hr 6 hr 6 hr 4 hr $5,850 $0 $5,850 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 1 hr 6 hr 8 hr 18 hr 24 hr $11,265 $0 $11,265 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 10 hr 8 hr 10 hr 12 hr $8,490 $0 $8,490 19 hr 43 hr 50 hr 50 hr $39,150 $0 $39,150 2 hr 20 hr 26 hr 34 hr 48 hr $26,600 $0 $26,600 16 hr 40 hr 50 hr 50 hr $37,050 $0 $37,050 0 hr 2 hr 2 hr 2 hr 4 hr $2,060 $0 $2,060 3 hr 3 hr 0 hr 0 hr $2,100 $0 $2,100 2 hr 18 hr 24 hr 32 hr 44 hr $24,540 $0 $24,540 10 hr 10 hr 46 hr 42 hr $25,185 $0 $25,185 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 8 hr 8 hr 40 hr 36 hr $21,270 $0 $21,270 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 2 hr 6 hr 6 hr $3,915 $0 $3,915 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 8 hr 10 hr 18 hr 40 hr $14,670 $0 $14,670 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 8 hr 10 hr 18 hr 40 hr $14,670 $0 $14,670 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 2 hr 2 hr 2 hr $2,745 $0 $2,745 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 2 hr 2 hr 2 hr 2 hr $2,745 $0 $2,745 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0 71 hr 95 hr 190 hr 174 hr $130,860 $0 $130,860 11 hr 173 hr 166 hr 232 hr 398 hr $200,130 $0 $200,130 Sherwood Design Engineers Sherwood
Design
Engineers
Lisa Wise Consulting
Lisa Wise
Consulting
Item 8.c
297 of 648
12 Healdsburg Station Area Specific Plan | City of Healdsburg Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
Opticos Design, Inc.
Plan to Place
James Rojas John Kamp Subtotal Fees Subtotal
Expenses
David Javid Subtotal Fees Subtotal
Expenses
Engagement
Lead
Engagement
Specialist
Outreach
Specialist
$298 $288 Sub-Total $280 $225 $185 Sub-T
0 hr 0 hr $0 $0 $0 20 hr 24 hr 0 hr $11,000 $0 $11,0
0 hr 0 hr $0 $0 $0 8 hr 8 hr 0 hr $4,040 $0 $4,0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 12 hr 16 hr 0 hr $6,960 $0 $6,9
0 hr 0 hr $0 $0 $0 13 hr 57 hr 25 hr $21,090 $0 $21,0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 8 hr 16 hr 25 hr $10,465 $0 $10,4
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 4 hr 10 hr 0 hr $3,370 $0 $3,3
0 hr 0 hr $0 $0 $0 0 hr 30 hr 0 hr $6,750 $0 $6,7
0 hr 0 hr $0 $0 $0 1 hr 1 hr 0 hr $505 $0 $50
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,0
10 hr 11 hr $6,148 $1,192 $7,340 16 hr 20 hr 20 hr $12,680 $0 $12,6 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
10 hr 11 hr $6,148 $1,192 $7,340 0 hr 0 hr 0 hr $0 $0 $0 0 hr 0 hr $0 $0 $0 16 hr 20 hr 20 hr $12,680 $0 $12,6
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 8 hr 20 hr 16 hr $9,700 $0 $9,7
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 8 hr 20 hr 16 hr $9,700 $0 $9,7
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0
10 hr 11 hr $6,148 $1,192 $7,340 73 hr 153 hr 85 hr $70,590 $0 $70,5 PlaceIt!
PlaceIt! Plan to
Item 8.c
298 of 648
Healdsburg Station Area Specific Plan | City of Healdsburg 13 Opticos Design, Inc. Page 1 of 4
Stefan
Pellegrini
Drew Finke Roger
Foreman
Kiara
Gutierrez
Subtotal Fees Subtotal
Expenses
Principal Sr.
Associate
Associate Designer Graphic
Designer
$350 $260 $210 $185 $100 Sub-Total
Task 1 10 hr 63 hr 69 hr 16 hr 0 hr $37,330 $550 $37,880
1.1 Kick-Off Meeting + Site Visit 4 hr 6 hr 8 hr 6 hr 0 hr $5,750 $550 $6,300
1.2 GIS Database + Project Basemap 0 hr 2 hr 6 hr 10 hr 0 hr $3,630 $0 $3,630
1.3 On-Going Project Management + MTC TOC
Compliance 6 hr 55 hr 55 hr 0 hr 0 hr $27,950 $0 $27,950 Task 2 3 hr 22 hr 30 hr 42 hr 3 hr $21,140 $15,350 $36,490
2.1 Convene CAC + TAC 0 hr 6 hr 6 hr 0 hr 0 hr $2,820 $0 $2,820
2.2 Community Engagment Strategy 1 hr 4 hr 4 hr 6 hr 2 hr $3,540 $0 $3,540
2.3 Stakeholder Interviews 2 hr 4 hr 10 hr 8 hr 0 hr $5,320 $0 $5,320
2.4 Project Branding + Outreach Toolkit 0 hr 6 hr 8 hr 20 hr 1 hr $7,040 $350 $7,390
2.5 Translation Services 0 hr 0 hr 0 hr 0 hr 0 hr $0 $15,000 $15,000
2.6 Website Content 0 hr 2 hr 2 hr 8 hr 0 hr $2,420 $0 $2,420 Task 3 13 hr 38 hr 66 hr 96 hr 10 hr $47,050 $1,000 $48,050
3.1 Existing Conditions Report + Map 2 hr 10 hr 28 hr 32 hr 2 hr $15,300 $0 $15,300
3.2 Community Assessment Memo 1 hr 8 hr 12 hr 14 hr 2 hr $7,740 $0 $7,740
3.3 Market Demand Analysis 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.4 Affordable Housing and Anti-Displacement
Strategy 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
3.5 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
3.6 Community Meeting: Existing Conditions +
Initial Visioning 10 hr 16 hr 20 hr 50 hr 6 hr $21,710 $1,000 $22,710 Task 4 31 hr 64 hr 118 hr 171 hr 8 hr $84,705 $1,000 $85,705
4.1 Building Prototype Testing + Feasibility
Analysis 1 hr 10 hr 16 hr 24 hr 0 hr $10,750 $0 $10,750
4.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
4.3 Preparation of Alternatives 12 hr 24 hr 50 hr 55 hr 0 hr $31,115 $0 $31,115
4.4 Popups: Hands-On Model Building 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
4.5 Community Workshop: Refined Vision +
AlternativesTesting 16 hr 18 hr 32 hr 60 hr 4 hr $28,500 $1,000 $29,500
4.6 Alternatives Report 2 hr 8 hr 14 hr 32 hr 4 hr $12,040 $0 $12,040 Task 5 13 hr 37 hr 60 hr 54 hr 7 hr $37,460 $970 $38,430
5.1 Preferred Plan Framework + Working Session 4 hr 8 hr 12 hr 6 hr 0 hr $7,110 $0 $7,110
5.2 CAC + TAC Meetings 0 hr 4 hr 6 hr 0 hr 0 hr $2,300 $0 $2,300
5.3 Preferred Plan Report 2 hr 10 hr 14 hr 32 hr 6 hr $12,760 $0 $12,760
5.4 Anti-Displacement Feasibility Study 1 hr 4 hr 6 hr 0 hr 0 hr $2,650 $0 $2,650
5.5 Popups: Preferred Plan 0 hr 1 hr 12 hr 16 hr 0 hr $5,740 $370 $6,110
5.6 Planning Commission + City Council
Meetings 6 hr 10 hr 10 hr 0 hr 1 hr $6,900 $600 $7,500
Task 6 2 hr 8 hr 12 hr 4 hr 0 hr $6,040 $0 $6,040
6.1 Infrastructure and Service Needs + Costs 0 hr 4 hr 4 hr 4 hr 0 hr $2,620 $0 $2,620
6.2 Implementation + Financing Plan 2 hr 4 hr 8 hr 0 hr 0 hr $3,420 $0 $3,420 Task 7 26 hr 73 hr 117 hr 189 hr 20 hr $89,615 $950 $90,565
7.1 Administrative Draft Specific Plan 12 hr 45 hr 70 hr 120 hr 8 hr $53,600 $0 $53,600
7.2 Public Draft Specific Plan 6 hr 12 hr 24 hr 45 hr 6 hr $19,185 $0 $19,185
7.3 CAC Meeting 0 hr 2 hr 3 hr 0 hr 0 hr $1,150 $0 $1,150
7.4 Community Meeting: Public Review Draft
Open House 8 hr 14 hr 20 hr 24 hr 6 hr $15,680 $950 $16,630 Task 8 4 hr 18 hr 32 hr 32 hr 4 hr $19,120 $0 $19,120
8.1 General Plan Amendment Identification 2 hr 6 hr 8 hr 0 hr 0 hr $3,940 $0 $3,940
8.2 Zoning Amendments 2 hr 12 hr 24 hr 32 hr 4 hr $15,180 $0 $15,180 Task 9 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.1 CEQA Kickoff and Data Review/Initial Study 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.2 NOP and Scoping 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.3 Draft EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
9.4 Final EIR 0 hr 0 hr 0 hr 0 hr 0 hr $0 $0 $0
Task 10 18 hr 42 hr 46 hr 20 hr 8 hr $31,380 $950 $32,330
10.1 Fina Specific Plan 6 hr 12 hr 16 hr 20 hr 4 hr $12,680 $0 $12,680
10.2 Planning Commission Hearing 4 hr 10 hr 10 hr 0 hr 2 hr $6,300 $350 $6,650
10.3 City Council Hearings 8 hr 20 hr 20 hr 0 hr 2 hr $12,400 $600 $13,000 120 hr 365 hr 550 hr 624 hr 60 hr $373,840 $20,770 $394,610 Proposed Work Plan + Cost of Services
Opticos Design
Opticos Design
Infrastructure Financing + Implementation
TOTAL BUDGET
Project Initiation + Management
Community Engagement
Existing Conditions
Land Use + Circulation Alternatives
Preferred Plan
Draft Station Area Specific Plan
General Plan + Zoning Amendments
Environmental Analysis
Adoption of Final Specific Plan
Opticos Design, Inc. Page 4 of 4
Plan to Place
James Rojas John Kamp Subtotal Fees Subtotal
Expenses
David Javid Subtotal Fees Subtotal
Expenses Total
Engagement
Lead
Engagement
Specialist
Outreach
Specialist
$298 $288 Sub-Total $280 $225 $185 Sub-Total
0 hr 0 hr $0 $0 $0 20 hr 24 hr 0 hr $11,000 $0 $11,000 $95,232 0 hr 0 hr $0 $0 $0 8 hr 8 hr 0 hr $4,040 $0 $4,040 $22,280 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $5,415
0 hr 0 hr $0 $0 $0 12 hr 16 hr 0 hr $6,960 $0 $6,960 $67,537 0 hr 0 hr $0 $0 $0 13 hr 57 hr 25 hr $21,090 $0 $21,090 $70,795 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $7,300
0 hr 0 hr $0 $0 $0 8 hr 16 hr 25 hr $10,465 $0 $10,465 $18,485 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $9,575
0 hr 0 hr $0 $0 $0 4 hr 10 hr 0 hr $3,370 $0 $3,370 $10,760 0 hr 0 hr $0 $0 $0 0 hr 30 hr 0 hr $6,750 $0 $6,750 $21,750 0 hr 0 hr $0 $0 $0 1 hr 1 hr 0 hr $505 $0 $505 $2,925
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,060 $225,961 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $107,456
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $18,625
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $24,740
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $33,820
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $2,300
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,060 $39,020 10 hr 11 hr $6,148 $1,192 $7,340 16 hr 20 hr 20 hr $12,680 $0 $12,680 $182,300 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $36,300
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $2,300
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $45,735
10 hr 11 hr $6,148 $1,192 $7,340 0 hr 0 hr 0 hr $0 $0 $0 $7,340 0 hr 0 hr $0 $0 $0 16 hr 20 hr 20 hr $12,680 $0 $12,680 $48,960 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $41,665
0 hr 0 hr $0 $0 $0 8 hr 20 hr 16 hr $9,700 $0 $9,700 $95,315 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $10,250
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $2,300
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $37,050
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $13,915
0 hr 0 hr $0 $0 $0 8 hr 20 hr 16 hr $9,700 $0 $9,700 $15,810 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $15,990
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $76,270
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $43,970
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $32,300
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,060 $128,290 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $77,110
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $25,340
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $1,150
0 hr 0 hr $0 $0 $0 8 hr 16 hr 12 hr $8,060 $0 $8,060 $24,690 0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $36,030
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $5,060
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $30,970
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $184,732
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $42,930
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $5,084
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $127,270
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $9,448
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $35,075
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $15,425
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $6,650
0 hr 0 hr $0 $0 $0 0 hr 0 hr 0 hr $0 $0 $0 $13,000
10 hr 11 hr $6,148 $1,192 $7,340 73 hr 153 hr 85 hr $70,590 $0 $70,590 $1,130,000 PlaceIt!
PlaceIt! Plan to Place
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Opticos Design, Inc.
2100 Milvia Street, Suite 125
Berkeley, California 94704
510.558.6957
[email protected]
We look
forward to
speaking with
you.
In 2007, Opticos became a founding B
Corporation, establishing a triple bottom
line of social, economic, and environmental
responsibility. Learn more at bcorp.com
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Healdsburg Station
Area Specific Plan
CITY OF HEALDSBURG
1610 R Street, Suite 300 | Sacramento, CA 95811
(916) 329-8897 | www.migcom.com
In association with:
Fehr and Peers | EPS | BKF Engineers | Community Strong Strategies | Corazón Healdsburg Narrative Proposal Response for RFP-01-026 | February 20, 2026 Item 8.c
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TABLE OF CONTENTS
1. Required Attachments
Attachment 2: Proposer Information and Certifications ................1 Attachment 3: Proposer References and Resumes ........................5 Attachment 4: Acknowledgment of Terms......................................27
2. Narrative Proposal
A. Introductory Letter..........................................................................29 B. Firm Profile and Qualifications.....................................................31 C. Project Team and Resources........................................................33 D. Relevant Experience and Past Performance ............................36 E. Proposed Approach and Work Plan............................................49 F. Quality Control and Project Management .................................89 G. Proposed Schedule........................................................................91
3. Cost Proposal ....................Submitted in Separate Sealed Envelope Item 8.c
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 1 1. Required Attachments
Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 1 of 4 Healdsburg Station Area Specific Plan Proposer:
Name of person submitting proposal: __________________________ Email: __________________________ By: Title:
Dated this day of , 20___
1. ACCEPTANCE OF TERMS AND CONDITIONS
By signing below, Proposer agrees to enter into an agreement with the City to provide the services specified in the attached Draft Contract (Attachment 4) according to the terms and conditions of the attached Draft Contract (Attachment 4). The City reserves the right to modify the terms and conditions prior to sending the agreement to the Contractor for signature.
2. NON-COLLUSION DECLARATION
The Proposer declares, by signing below that his or her proposal is not made in the interest of, or on behalf of, any undisclosed person, partnership, company, association, organization, or corporation; that the proposal is genuine and not collusive or sham; that the Proposer has not directly or indirectly induced or solicited any other Proposer to put in a false or sham proposal, and has not directly or indirectly colluded, conspired, connived, or agreed with any Proposer or anyone else to put in a sham proposal, or that anyone shall refrain from submitting a proposal; that the Proposer has not in any manner, directly or indirectly, sought by agreement, communication, or conference with anyone to fix the proposal price of the Proposer or any other Proposer, or to fix any overhead, profit, or cost element of the proposal price, or of that of any other Proposer, or to secure any advantage against the public body awarding the agreement of anyone interested in the proposed agreement; that all statements contained in the proposal are true; and, further, that the Proposer has not, directly or indirectly, submitted his or her proposal price or any breakdown thereof, or the contents thereof, or divulged information or data relative thereto, or paid, and will not pay, any fee to any corporation, partnership, company association, organization, or to any member or agent thereof to effectuate a collusive or sham proposal.
Any person executing this declaration on behalf of a Proposer that is a corporation, partnership, joint venture, limited liability company, limited liability partnership, or any other entity, hereby represents that he or she has full power to execute, and does execute, this declaration on behalf of the Proposer.
I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct and that this declaration is executed on _______, at ___________, ______.
3. WORKERS COMPENSATION INSURANCE CERTIFICATION
By submitting its proposal, the Proposer certifies as follows:
I am aware of the provisions of California Labor Code Section 3700, which require every employer to be insured against liability for workmen’s compensation or to undertake self-insurance in accordance with the provisions of the Labor Code, and I will comply with such provisions before commencing performance of the work of this Contract.
Dan Amsden, AICP [email protected]
20th
20th February 2026
February, 2026
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2 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 2 of 4 Healdsburg Station Area Specific Plan
4. DEBARMENT CERTIFICATION
By submitting its proposal, the Proposer certifies in accordance with California Public Contract Code Section 6109 that neither the Proposer nor any subcontractor included on the list of proposed subcontractors submitted with the proposal is ineligible to perform work on public works projects pursuant to California Labor Code Sections 1777.1 or 1777.7. In accordance with California Public Contract Code Section 6109, contractors and subcontractors who are ineligible to perform work on public works projects pursuant to California Labor Code Sections 1777.1 or 1777.7 may neither bid on, be awarded or perform as a subcontractor on public works projects.
I have read, understand and agree to comply with the Indemnity and Insurance requirements supplied with this notice to Proposers.
5. PUBLIC CONTRACT CODE SECTION 10285.1 STATEMENT
In accordance with Public Contract Code Section 10285.1 (Chapter 376, Stats, 1986), the Proposer hereby declares under penalty of perjury under the laws of the State of California, that the Proposer has ___ , has not been convicted within the preceding three years of any offenses referred to in that section, including any charge of fraud, bribery, collusion, conspiracy, or any other act in violation of any state or federal antitrust law in connection with the bidding upon, award of, or performance of, any public works contract, as defined in Public Contract Code Section 1100, including the Regents of the University of California or the Trustees of the California State University. The term "Proposer" is understood to include any partner, member, officer, director, responsible managing officer, or responsible managing employee thereof, as referred to in Section 10285.1.
Note: The Proposer must place a check mark after "has" or "has not" in one of the blank spaces provided.
The above Statement is part of the Proposal. Signing the Contractor’s Proposal on the signature portion thereof shall also constitute signature of this Statement.
Proposers are cautioned that making false certification may subject the certifier to criminal prosecution.
6. PUBLIC CONTRACT CODE SECTION 10162 QUESTIONNAIRE
In accordance with Public Contract Code Section 10162, the Proposer shall complete, under penalty of perjury, the following questionnaire:
Has the Proposer, any officer of the Proposer, or any employee of the Proposer who has a proprietary interest in the Proposer, ever been disqualified, removed, or otherwise prevented from bidding on, or completing a federal, state, or local government project because of a violation of law or a safety regulation?
✔
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 3 Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 3 of 4 Healdsburg Station Area Specific Plan Yes _____ No _____
If the answer is "Yes", explain the circumstances in the following space.
7. PUBLIC CONTRACT SECTION 10232 STATEMENT
In accordance with Public Contract Code Section 10232, the Proposer, hereby states under penalty of perjury, that no more than one final unappealable finding of contempt of court by a federal court has been issued against the Proposer within the immediately preceding two year period because of the Proposer's failure to comply with an order of a federal court which orders the Proposer to comply with an order of the National Labor Relations Board.
8. PROPOSAL VALIDITY PERIOD
The Proposer agrees that its proposal and the content thereof are valid for 90 days following the submission deadline, unless otherwise agreed to in writing by both parties. The proposal will become part of the contract that is negotiated between the City and the successful Proposer. A proposal cannot be “timed” to expire on a specific date. For example, a statement such as the following is non-responsive to the solicitation: “This proposal and the cost estimate are valid for 60 days.”
9. RFP REQUIREMENTS
By signing below, the submission of the proposal shall be deemed a representation and certification by the Proposer that they have investigated all aspects of the RFP, that they are aware of the applicable facts pertaining to the RFP process, its procedures and requirements, and they have read and understand the RFP. No request for modification of the proposal shall be considered after its submission on the grounds that the Proposer was not fully informed as to any fact or condition.
1. By signing below, the Proposer confirms that the proposal is complete and includes the required documents below:
o Attachment 1 Cost Proposal Form (Requires Signature(s)) o Attachment 2 Proposer Information and Certifications (Requires Signature(s)) o Attachment 3 Proposer References
o Narrative proposal
✔
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4 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 4 of 4 Healdsburg Station Area Specific Plan Signature(s)
1. If Proposer is INDIVIDUAL, sign here:
Date: ________________
______________________________________________
Proposer Signature
______________________________________________
Proposer typed name and title
2. If Proposer is PARTNERSHIP or JOINT VENTURE, at least (2) Partners of each of the Joint Ventures shall sign here:
___________________________________________________________________________ Partnership or Joint Venture Name (type or print)
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
3. If the Proposer is a CORPORATION, the duly authorized officer shall sign as follows:
___________________________________________________________________________ Corporation Name (type or print)
Date: ________________
______________________________________________
Authorized Officer’s Signature
______________________________________________
Authorized Officer’s typed name and title
Moore Iacofano Goltsman, Inc. (MIG)
February 20, 2026
Daniel S. Iacofano, PhD, FAICP, FASLA | President/CEO
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 5 Attachment 3
Proposer References and Resumes
RFP-01-026 Attachment 3
City of Healdsburg Page 1 of 1 Station Area Specific Plan Experience & References- Provide a listing of recent and successfully completed agreements/contracts (preferably with public agencies or public utility organizations) for the type of services described in scope of work. A minimum of three (3) references from other agencies for which the Proposer has recently provided the services described in this solicitation must be provided.
Agency or Firm Name Agreement Amount Agreement Date Contact/Reference (Name & Phone #) Resumes - Resumes of the key members of the proposed consultant team, including subconsultants, shall be provided on additional pages attached hereto. The resumes shall include relevant experience related to the work requested in this RFP.
Cities of El Cerrito $575,000
$368,000
2007–2014
2019–2023
Sean Moss, AICP, Planning Manager
(510) 215-4359
[email protected]
City of Santa Rosa $841,960 2020–2023 Amy Nicholson, Supervising Planner, (707) 543-3258 | [email protected]
City of Santa Clara $610,000 2018–2022 John Davidson, Principal Planner (408) 615-2478
[email protected]
City of Concord $175,000 2022–2025 Mindy Gentry, Community Development Director | ( (925) 671-3369
[email protected]
1950 Parkside Drive, MS 53, Concord, CA
94519
City of Healdsburg $266,000 2018–2020 Larry Zimmer, PE, Director and City Engineer | (707) 431-3346
[email protected]
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6 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
PRINCIPAL-IN-CHARGE
Dan Amsden, AICP
Dan Amsden is a senior planning professional with extensive experience leading Specific Plans and Programmatic EIRs for California cities, including projects focused on station areas, downtowns, and priority development areas. His work directly aligns with the City of Healdsburg’s objectives to prepare a Station Area Specific Plan that supports increased residential and employment density near the planned SMART rail station, improves multimodal access, manages parking demand, and streamlines future development through CEQA. As Principal-in-Charge, Dan provides executive oversight, strategic direction, and quality control across all phases of plan preparation—from project initiation and community engagement through adoption and implementation.
He works closely with city leadership, planning and public works staff, regional agencies, and transit providers to confirm plans are consistent with MTC’s Transit-Oriented Communities (TOC) Policy, local policy frameworks, and infrastructure constraints, while remaining implementable for local jurisdictions Dan has led planning efforts relevant to the Healdsburg Station Area Specific Plan that directly address:
» Conducted extensive public outreach and engagement, including multiphase community workshops, stakeholder interviews, advisory committees, and interagency coordination to shape plan alternatives and preferred strategies. » Produced plans that increased residential and commercial densities, including transit-supportive, mixed-use development and infill strategies consistent with regional growth policies.
» Prepared plans that encouraged affordable housing production and preservation, integrating housing opportunity sites, policy incentives, and equitable development strategies into plan frameworks. » Developed minimum and maximum parking ratios and transportation demand management (TDM) policies, reducing reliance on single-occupant vehicles and aligning parking supply with transit-oriented development goals. » Fostered active transportation and shared mobility planning within a half mile of transit facilities, including pedestrian, bicycle, and micromobility improvements to support safe, multimodal access.
» Managed preparation of Programmatic EIRs to enable CEQA streamlining, supporting future development consistent with adopted Specific Plans.
SELECTED PROJECT EXPERIENCE
» San Pablo Avenue Specific Plan, El Cerrito and Richmond, CA » Santa Rosa General Plan Update, CA
» Downtown Redding Riverfront Specific Plan and Programmatic EIR, CA » Fairfield Downtown Specific Plan and EIR, CA
» Rollins Road Specific Plan, Burlingame, CA
EDUCATION
» MCRP, California
Polytechnic State
University, San Luis Obispo
» Graduate Certificate in
Planning Law, Rutgers
University, New Brunswick,
New Jersey
» BA, Geography, University
of California, Santa Barbara
CERTIFICATIONS
» American Institute of
Certified Planners (AICP)
#019478
PROFESSIONAL
AFFILIATIONS
» American Planning
Association (APA)
California, Sacramento
Valley Section, Board
Member
» APA California, Diversity
Inclusion Directors,
Board Member
» Society for College and
University Planning
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 7 PROJECT MANAGER / DEPUTY DIRECTOR OF URBAN DESIGN
Rishi Dhody
Rishi Dhody is an urban designer and planner with extensive experience managing Specific Plans, objective design standards, and urban design frameworks. His work directly supports the City of Healdsburg’s objectives to translate station-area policy into clear landuse diagrams, circulation concepts, public realm strategies, and development standards that support transit-oriented development near the planned SMART rail station. Rishi translates policy direction into implementable spatial frameworks. He leads the preparation of landuse diagrams, regulatory frameworks, parking strategies, public realm concepts, and active transportation networks that balance development capacity with community character. His experience integrating parking maximums, TDM, and multimodal circulation systems confirms that Healdsburg’s Station Area Plan will be physically coherent, visually clear, and adoption-ready.
As Senior Project Manager and Deputy Director of Urban Design, Rishi leads day-to-day coordination of multidisciplinary teams and delivers the graphics, diagrams, and standards that turn planning policy into implementable plans aligned with MTC TOC Policy and CEQA requirements. Rishi’s experience relevant to the Healdsburg Station Area Specific Plan directly addresses:
» Supported extensive public outreach and engagement, preparing visual materials and planning alternatives used in workshops and advisory committee meetings.
» Led planning efforts that accommodate increased residential and commercial densities within transit-oriented districts. » Integrated land use frameworks supporting affordable housing production and infill development opportunities.
» Developed minimum and maximum parking ratios and supported the incorporation of TDM policies.
» Designed active transportation networks and shared mobility strategies within a half mile of major transit facilities.
» Coordinated land use planning with utility and infrastructure constraints, including water, sewer, and stormwater systems.
» Supported preparation of planning frameworks that integrate with Programmatic EIRs to allow future development streamlining.
SELECTED PROJECT EXPERIENCE
» Patrick Henry Drive and Freedom Circle Specific Plan, Santa Clara, CA » San Pablo Avenue Specific Plan and Objective Design Standards, El Cerrito and Richmond, CA
» City of Fairfield Downtown Specific Plan, CA
» Santa Cruz County Objective Design Standards, CA
EDUCATION
» MUD, University of
California, Berkeley
» BArch, Dr. D.Y. Patil
College of Engineering
and Technology
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8 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
CONSULTING PRINCIPAL
Mukul Malhotra
Mukul Malhotra provides senior strategic advisory leadership for Specific Plans and transit-oriented development initiatives, confirming that land use and housing strategies are both ambitious and feasible. His experience directly supports Healdsburg’s need to increase residential and commercial density near the planned SMART rail station while aligning growth with infrastructure capacity, affordability objectives, and market realities.
He advises project teams on development feasibility, housing production strategies, and implementation phasing, helping cities calibrate density, parking policy, and land use intensity to provide long-term success. For Healdsburg, Mukul will help confirm the Station Area Specific Plan delivers realistic housing opportunities, supports affordable housing production and preservation, and results in policies that can be successfully implemented.
RELEVANT EXPERIENCE
» Advised on strategies that integrate public outreach outcomes into land use and development alternatives.
» Evaluated the feasibility of increased residential and commercial densities near transit investments.
» Guided policies supporting affordable housing production and long-term preservation strategies.
» Reviewed and calibrated parking ratios and TDM measures to align with transit-oriented growth.
» Supported land use strategies that enhance multimodal access and shared mobility within station areas.
» Evaluated infrastructure capacity considerations to confirm growth aligns with public service availability.
» Advised on implementation frameworks that align with Programmatic EIR strategies for CEQA streamlining.
SELECTED PROJECT EXPERIENCE
» San Pablo Avenue Specific Plan and EIR, El Cerrito and Richmond, CA » Patrick Henry Drive Specific Plan, Santa Clara, CA
» Freedom Circle Focus Area Plan, Santa Clara, CA
» Citywide Residential and Mixed-Use Objective Design Standards, Concord, CA » Urban Village Plans (Stevens Creek Boulevard, West San Carlos, and South Bascom), San José, CA
» Gold Line TOD Plans and Market Studies, Los Angeles, CA » Bascom Corridor Complete Streets Plan, San José, CA
» King Road Complete Streets Plan, San José, CA
EDUCATION
» MUD, University
of California, Berkeley
» BArch, Sushant School
of Art and Architecture,
Gurgaon, India
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 9 DEPUTY PROJECT MANAGER / URBAN DESIGNER
Saul Vazquez-Mejia
Saul Vazquez-Mejia supports transit-oriented development and corridor planning efforts that integrate land use, active transportation, streetscape improvements, and public realm design. His experience with station area planning and multimodal corridors aligns directly with Healdsburg’s goal of improving pedestrian, bicycle, and shared mobility access within and to/ from the half-mile station area.
As Deputy Project Manager, Saul supports coordination across planning, engineering, and engagement disciplines. He contributes to visualization materials, plan diagrams, and implementation graphics that communicate development intensity, parking reforms, and circulation improvements clearly to decision-makers and the public. His role confirms that the Station Area Specific Plan is both technically grounded and visually accessible.
RELEVANT EXPERIENCE
» Supported public workshops, engagement materials, and community-facing graphics for transit-oriented planning efforts.
» Contributed to planning efforts accommodating increased density and mixed-use redevelopment.
» Assisted in integrating housing capacity and infill strategies supportive of affordable housing goals.
» Supported development of complete streets frameworks and parking strategy concepts.
SELECTED PROJECT EXPERIENCE
» San Pablo Avenue Specific Plan and EIR, El Cerrito and Richmond, CA » Citywide Residential and Mixed-Use Objective Design Standards, Concord, CA » VIA Transit-Oriented Development, San Antonio, TX
» VIA Silver Line and Green Line BRT, San Antonio, TX
» King Road Complete Streets, San José, CA
» SA Tomorrow Comprehensive and Sub-Area Plans, San Antonio, TX » Zona Cultural Urban Design Plan, San Antonio, TX
» North Beach Resilience Plan, Corpus Christi, TX
» San Marcos Comprehensive Plan, TX
» CapMetro Downtown Rail Station Support, Austin, TX
» Resilient Houston Neighborhood Plans, Houston, TX
» Palm District Community Outreach, Austin, TX
» Division Street TOD Plan, Spokane, WA
EDUCATION
» MCRP, University of
Texas, Austin
» BS, Architecture, University
of Texas, San Antonio
PROFESSIONAL
AFFILIATIONS
» Urban Land Institute
(ULI), Member
» ULI Young Leader
Mentorship Program,
2019–2021
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10 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
COMMUNITY ENGAGEMENT SPECIALIST
Southisone (Sou) Garner
Sou Garner leads comprehensive public outreach and engagement programs for downtown and station area planning efforts. Her experience directly supports Healdsburg’s requirement for extensive public outreach and engagement, so that residents, businesses, property owners, and stakeholders meaningfully shape the Station Area Specific Plan.
She designs engagement processes that are inclusive, transparent, and responsive to community concerns related to density, affordable housing, parking changes, infrastructure capacity, and mobility improvements. Sou sees that public input is documented, synthesized, and directly integrated into alternative evaluation and preferred plan development.
RELEVANT EXPERIENCE
» Designed and led extensive public outreach and engagement programs, including workshops, focus groups, surveys, and stakeholder interviews. » Facilitated community dialogue around increased density and mixed-use development near transit.
» Supported outreach related to affordable housing production and community stabilization concerns.
» Facilitated discussions on active transportation, pedestrian safety, and shared mobility improvements within station areas.
SELECTED PROJECT EXPERIENCE
» San Pablo Avenue Specific Plan, El Cerrito and Richmond, CA » Santa Rosa General Plan Update, CA
» Fairfield Downtown Specific Plan and EIR, CA
» Patrick Henry Drive and Freedom Circle Specific Plan, Santa Clara, CA » Sacramento Parks Strategic Plan, Sacramento, CA
» Sacramento Parks Strategic Plan, Sacramento, CA
» Chehalis Basin LAND (Local Actions Non-Dam Alternative), WA » Puyallup 2044 Comprehensive Plan, WA
» Imagine Downtown Duluth Master Plan, MN
» Downtown Medford Plan, OR
» Washington State Parks: Inclusive and Accessible Wayfinding and Signage, Washington State
» West Linn Middle Housing Code Update, OR
» Department of Land Conservation and Development Middle Housing Implementation Tualatin, West Linn, and Hillsboro, OR
EDUCATION
» MPA, Portland State
University
» BS, Urban and
Regional Planning,
Arizona State University
PROFESSIONAL
AFFILIATIONS
» American Planning
Association (APA)
» International
Downtown Association
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 11 Marcia Boyle is an experienced urban planner specializing in historic preservation planning, downtown revitalization, and community-based planning efforts.
Her work directly supports the City of Healdsburg’s Station Area Specific Plan, particularly in confirming that increased residential and commercial densities near the planned SMART rail station are thoughtfully integrated within the City’s historic fabric and established neighborhoods.
Marcia brings deep experience balancing growth, affordable housing objectives, parking reforms, and multimodal access improvements with preservation priorities. She provides that redevelopment strategies respect historic context while accommodating infill housing, active ground-floor uses, and improved public spaces. Her expertise strengthens the integration of preservation planning into Programmatic EIR documentation and confirms that long-term implementation and CEQA streamlining proactively address cultural resource considerations.
RELEVANT EXPERIENCE
» Contributed to planning efforts accommodating increased residential and commercial densities within established downtown and mixed-use areas. » Integrated strategies supporting affordable housing production and preservation, particularly within historic districts.
» Assisted in developing guidance addressing minimum and maximum parking ratios and TDM policies, balancing mobility needs with neighborhood context. » Contributed to documentation supporting CEQA compliance and Programmatic EIR processes, particularly regarding historic and cultural resources.
SELECTED PROJECT EXPERIENCE
» Citywide Design Guidelines Update, Healdsburg, CA*
» Historic Preservation Plan, Corvallis, OR*
» Downtown Historic District Design Guidelines, Benicia, CA* » Cultural and Tribal Cultural Resource Guidelines Update, San Diego County, CA » Littleton Boulevard Area Plan, Littleton, CO
» Historic Resource Evaluation, Hillsboro, CA
» SA Tomorrow Neighborhood Planning, San Antonio, TX
» Downtown Greensboro 2030 Strategic Vision Plan, NC
» San Marcos North of Campus Plan, San Marcos, TX
* Project completed before joining MIG
EDUCATION
» MURP, University of Illinois,
Urbana-Champaign
» BA, St. Olaf College
CERTIFICATIONS
» American Institute of
Certified Planners (AICP),
Member #32882
PROFESSIONAL
AFFILIATIONS
» American Planning
Association (APA)
» Downtown Colorado, Inc.
(DCI)
» International Downtown
Association (IDA)
AWARDS
» Public Outreach
Award: “ReflectDSM:
Des Moines Historic
Preservation Plan,” Iowa
Chapter of the American
Planning Association’s
2023 Foundation
Conference, May 2024
URBAN PLANNER
Marcia Boyle, AICP
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12 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
SENIOR CIVIL ENGINEER
Maika Nicholson, PE
Maika Nicholson is a licensed civil engineer with expertise in stormwater management, green infrastructure, utility planning, and climate resilience.
Her work directly supports the City of Healdsburg’s Station Area Specific Plan by providing sustainable and resilient infrastructure systems to support increased development intensity near the future SMART rail station.
Maika specializes in integrating water, wastewater, and stormwater systems with land use and transportation planning. She brings experience aligning infrastructure design with active transportation corridors, parking reforms, and multimodal improvements, and confirms that public investments enhance environmental performance while supporting housing and economic development goals. Her work strengthens coordination between engineering analysis and Programmatic EIR preparation, making sure that infrastructure strategies are technically defensible and implementation ready.
RELEVANT EXPERIENCE
» Participated in public engagement processes to explain infrastructure capacity, stormwater management, and resilience strategies to stakeholders. » Evaluated infrastructure implications of increased residential and commercial densities near transit corridors and downtown areas.
» Supported infrastructure planning associated with affordable housing and mixed-use development, integrating sustainability principles. » Contributed engineering analysis supporting parking strategy adjustments and TDM measures, including green streets integration.
» Designed systems that complement active transportation and shared mobility improvements within transit-supportive areas.
» Conducted detailed assessments of water supply, wastewater, and stormwater systems to address public service gaps.
» Supported technical studies contributing to Programmatic EIR documentation and future CEQA streamlining.
SELECTED PROJECT EXPERIENCE
» Getty Center Water Sustainability and Infrastructure Feasibility Study, Los Angeles, CA*
» UC Berkeley Dwinelle Annex Creekside Center, Berkeley, CA* » Noe Valley Town Square, San Francisco, CA*
» Stanford Doerr School of Sustainability, Stanford, CA* » OSU-Cascades Sustainable Water Infrastructure Master Plan, Bend, OR* * Project completed before joining MIG
EDUCATION
» Master of Engineering,
Environmental Fluid
Mechanics and
Hydrology, Civil
Engineering,
Stanford University
» BS, Civil Engineering,
Tufts University
REGISTRATIONS
» Licensed Professional
Engineer (PE):
CA #97748; WA #51595;
and OR #106887PE
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 13 CEQA LEAD / DIRECTOR OF ENVIRONMENTAL PLANNING
Ray Pendro
Ray Pendro is an environmental planning professional with extensive experience leading CEQA compliance and environmental review for Specific Plans, General Plan updates, station area plans, and major development projects throughout California. His work directly supports the City of Healdsburg’s objectives to prepare a Station Area Specific Plan, supported by a Programmatic EIR, which streamlines future development and provides clear environmental compliance near the planned SMART rail station.
As the CEQA Lead and Director of Environmental Planning, Ray is responsible for developing CEQA strategy, overseeing environmental documentation, and coordinating with agencies. He works closely with planning, engineering, and technical teams to confirm that environmental review is fully integrated with plan development, alternatives analysis, and implementation strategies, while meeting statutory requirements and City objectives.
RELEVANT EXPERIENCE
» Managed CEQA processes that incorporate extensive public outreach and agency coordination.
» Evaluated environmental impacts associated with increased residential and commercial densities.
» Assessed environmental considerations related to affordable housing development and infill strategies.
» Analyzed transportation impacts associated with parking policy changes and TDM implementation.
» Evaluated environmental effects of active transportation and multimodal mobility improvements.
» Assessed infrastructure and public service impacts, including water, sewer, and stormwater systems.
» Led preparation of Programmatic EIRs, enabling future streamlining of development projects.
SELECTED PROJECT EXPERIENCE
» San Pablo Avenue Specific Plan EIR, El Cerrito and Richmond, CA » San Bruno Transit Corridors Plan EIR and On-Call CEQA Services, CA » Patrick Henry Drive Specific Plan EIR, Santa Clara, CA » Freedom Circle Focus Area Plan EIR, Santa Clara, CA
» Redwood City General Plan Update EIR, CA
» Downtown Precise Plan EIR and On-Call CEQA Services, Redwood City, CA » Stanford in Redwood City Precise Plan EIR, Redwood City and Stanford University, CA
EDUCATION
» MS, Architecture and
Urban Planning, University
of California, Los Angeles
» BA, Psychology,
Boston University
» Teaching Certificate in
Early Childhood Education,
University of California,
Los Angeles
» California Clear Multiple
Subject Teaching
Credential, Los Angeles
District Intern Program
PROFESSIONAL
AFFILIATIONS
» Association of
Environmental
Professionals
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14 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Christina Lau is an environmental analyst with extensive experience supporting CEQA compliance and environmental documentation for infrastructure, parks, trails, and utility projects throughout California. Her work aligns with the City of Healdsburg’s objectives to prepare a Station Area Specific Plan supported by a Programmatic EIR, confirming that infrastructure and public improvements needed to support future development near the planned SMART rail station are evaluated in compliance with CEQA.
Christina supports environmental planning teams through technical analysis, documentation preparation, mitigation development, and coordination with engineers and planners. Her experience with Initial Studies, IS/MNDs, EIRs, and mitigation monitoring provides strong technical support for plan-level and project-level CEQA review.
RELEVANT EXPERIENCE
» Supported CEQA documentation processes informed by public outreach and stakeholder input.
» Assisted with environmental analysis of increased development intensity and land use changes.
» Evaluated impacts associated with housing development and communityserving uses. » Supported analysis of transportation and parking-related impacts. » Assisted with documentation related to multimodal and active transportation improvements.
» Evaluated infrastructure-related environmental impacts, including utilities and stormwater systems.
» Supported preparation of environmental documentation contributing to Programmatic EIR streamlining.
SELECTED PROJECT EXPERIENCE
» Esplanade Drive Infrastructure Preservation Project EIR, Pacifica, CA » Flow Equalization and Resource Recovery Facility Horizontal Levee and Water Recycling Facility Project EIR, Menlo Park, CA
» I-280 Trail IS/MND, Cupertino, CA
» City of Mountain View Annual Water Main Replacement Project 19–21: PRV Installation on North Whisman Road and Evandale Avenue, and Water Main Replacements on Whitney Drive, Whitney Court, and Parker Court IS/MND, CA » Interceptor Force Trunk Main Rehabilitation IS/MND, Mountain View, CA » Red Morton Community Park Stormwater Capture Project IS/MND, Redwood City, CA
EDUCATION
» Graduate Study in
Environmental Studies,
California State
University, San José
» BA, Environmental Studies
and Economics, Biology
Minor, University of the
Pacific, California
ENVIRONMENTAL ANALYST
Christina Lau
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 15 Eleanor Cox is a preservation historian with extensive experience conducting historic resource evaluations, cultural landscape assessments, and treatment planning for planning and environmental review efforts throughout California and the western United States. Her work directly supports the City of Healdsburg’s objectives to prepare a Station Area Specific Plan supported by a Programmatic EIR, so that historic and cultural resources within and adjacent to the station area are appropriately identified, evaluated, and addressed in compliance with CEQA.
Eleanor supports planning and environmental teams by developing historical context, evaluating resources, conducting impact assessments, and providing treatment recommendations, and coordinating closely with planners, environmental specialists, and agencies. Her experience demonstrates that historic resources are thoughtfully integrated into land use planning, infrastructure projects, and long-range implementation strategies.
RELEVANT EXPERIENCE
» Participated in planning processes incorporating public engagement regarding historic and cultural resources.
» Evaluated historic resource impacts associated with increased density and redevelopment.
» Assessed preservation considerations in areas targeted for housing and mixed-use development.
» Supported documentation addressing historic resources within broader CEQA and Programmatic EIR processes.
» Ensured historic resource analysis aligns with long-term plan implementation and streamlining objectives.
SELECTED PROJECT EXPERIENCE
» Broadway Commercial Corridor Historical Resources Assessment Memo, Burlingame, CA
» Fremont Park Historic Resource Assessment and Treatment Guidelines, Santa Rosa, CA
» State Street Master Plan, Historic Resources Assessment Memo, Santa Barbara, CA
» Bear Gulch Developed Area Cultural Landscape Report, Pinnacles National Park, CA
» Keys Ranch Historic District Cultural Landscape Report, Joshua Tree National Park, CA
EDUCATION
» MS, Historic Preservation,
Columbia University in the
City of New York
» BA, History, University of
California, Santa Cruz
CERTIFICATIONS
» Secretary of the Interior’s
Professional Qualification
Standards in History and
Architectural History
PROFESSIONAL
AFFILIATIONS
» San Francisco Historic
Preservation Commission,
Commissioner
» California Garden and
Landscape History
Society, Past Board
Member and Vice
President
AWARDS
» “Understanding
and Evaluating
Cultural Landscapes:
A Two-Part Bootcamp,”
California Preservation
Foundation, 2025
PRESERVATION HISTORIAN
Eleanor Cox, MS
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EDUCATION
» BA, Urban Studies,
San Francisco
State University
CERTIFICATIONS
» American Institute of
Certified Planners (AICP)
» Professional Transportation
Planner® (PTP) Certified,
Institute of Transportation
Engineers (ITE)
» Road Safety Professional®,
Level 1 (RSP1)Certified, ITE
PROFESSIONAL
AFFILIATIONS
» American Planning
Association (APA): National
Capital Chapter Member
» ITE Pedestrian and
Bicycle Council, Executive
Committee Member
» Transportation Research
Board (TRB): Bicycle
Transportation Committee,
Past Chair
» Association of Pedestrian
and Bicycle Professionals
(APBP), Member
Matthew Ridgway has been involved in many of the firm’s highest visibility and most complex projects. Many years ago, he led the transportation analysis for the Sonoma-Marin Multimodal Transportation and Land Use Study, which resulted in the SMART rail system in Marin and Sonoma counties, and he continues to serve on SMART’s board. He has worked on several station-area plans and other large-area plans where the movement of people by non-autos has been of foremost importance, and he was instrumental in developing the layered networks philosophy, designed to make transit, walking, and cycling more viable. He has significant experience designing station area access and circulation, especially as it relates to intermodal transfer areas, and has worked on several studies exploring atypical transit solutions, including gondolas and water taxis. He is currently working on the Petaluma North Station Area Plan and has recently offered peer review services for the Mill District project in Healdsburg.
SELECTED PROJECT EXPERIENCE
» SMART Quality of Life and Economic Study, Sonoma County, CA Fehr & Peers is examining the role of SMART’s rail and pathway construction and operations in driving outcomes for key quality-of-life indicators, including mobility, the economy, land use, the environment, public health, safety, accessibility, and equity. The study quantifies and contextualizes SMART’s contribution to the North Bay to date and analyzes the potential scale of impact that would result from securing funding to build out and operate SMART fully in the future. Matthew is serving as the Principal-in-Charge for this effort. » SCTCA Vision Zero Supplemental Planning, Sonoma County, CA Fehr & Peers is supporting SCTCA through an SS4A‑funded, multicomponent safety initiative that integrates Safe Routes to School planning, a citywide speed limit evaluation, best‑practice guidance, and enhancements to SCTCA’s Vision Zero dashboard. Work includes countywide SRTS prioritization, development of countermeasure tools, improvement plans for Healdsburg and other high‑need locations, recommendations for speed-limit reductions, and the creation of an automated safety‑metrics tracking process. Matthew serves as Principal‑in‑Charge, overseeing coordination across all technical tasks. » Sonoma Countywide and Healdsburg Active Transportation Plan, CA Fehr & Peers developed the Countywide Active Transportation Plan for SCTCA, establishing regional priorities, policies, programs, and funding strategies, along with seven jurisdiction‑specific ATPs, including Healdsburg.
The project included a three‑phase engagement process—coordinated with SCTA, local agencies, and community‑based organizations—using focus groups, pop‑ups, community meetings, advisory groups, and online tools. In May 2024, community members reviewed draft project, policy, and program recommendations through online forums and in‑person events.
Matthew served as Technical Advisor and Local Expert.
PRINCIPAL TRANSPORTATION PLANNER
Matthew Ridgway, AICP, PTP, RSP1
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 17 Kelly Bond is a Senior Transportation Planner in the Fehr & Peers Petaluma office, focused on creating safe, sustainable, and healthy communities through active transportation and community‑driven initiatives. She builds strong partnerships across the Bay Area to advance safety projects and policies that support walkable, bikeable, people‑centered places. Drawing on prior roles as a Public Policy Advocate for the Blue Zones Project in Upper Napa Valley and Population Health Project Manager at the Redwood Community Health Coalition, she continues to collaborate with CBOs, stakeholders, and elected officials to develop equitable transportation solutions that improve quality of life. Her Master of Public Health and service on the Petaluma Pedestrian and Bicycle Advisory Committee, including as Chair, grounded her holistic, public‑health‑informed approach to planning and design.
SELECTED PROJECT EXPERIENCE
» Petaluma North Station Specific Plan, CA
Fehr & Peers leads transportation and parking planning for the Petaluma North SMART Station Specific Plan. The team documents multimodal conditions and analyzes the Specific Plan and Environmental Impact Report.
They develop circulation concepts, land use alternatives, and transportation policies to improve mobility and promote transit-oriented development. Kelly manages the project.
» Petaluma SMART Quality of Life and Economic Study, Sonoma County, CA This study measures how SMART influences mobility, land use, environment, health, safety, equity, and the economy. The team performs scenario analyses to quantify contributions and highlight improvements in travel, development, air quality, and accessibility. The primary outcomes provide actionable guidance for regional investment decisions, confirming that resources are maximized to achieve positive impacts. Kelly plans the project. » Vision Zero Supplemental Planning, Sonoma County, CA
This SS4A-funded initiative creates prioritized Safe Routes to School plans, conducts a Speed Limit Study with recommendations, and builds a guidebook.
The project also supports the Lakeville Corridor Study and updates the Vision Zero dashboard. Kelly leads planning for the initial two tasks and develops actionable recommendations and project lists.
» Sonoma Countywide Active Transportation Plan, CA
Fehr & Peers crafted a Countywide Active Transportation Plan that sets regional priorities and updates Active Transportation Plans for ten agencies.
They engage communities and analyze data to produce recommendations that improve walking and biking connectivity. These actions also launch new infrastructure projects. Kelly planned the project.
EDUCATION
» MPH, Nutrition, Tulane
University at New Orleans
» BS, Nutrition and Food
Science (Dietetics)
Montclair State University
PROFESSIONAL
AFFILIATIONS
» Petaluma Pedestrian
and Bicycle Advisory
Committee, Member and
Former Chairperson
SENIOR TRANSPORTATION PLANNER
Kelly Bond
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EDUCATION
» MCP, City and Regional
Planning, University of
California at Berkeley
» MS, Transportation
Engineering, University
of California at Berkeley
» MEng, Civil Engineering,
Imperial College London
REGISTRATIONS
» Professional Civil Engineer
(PE): CA #81472
PROFESSIONAL
AFFILIATIONS
» Institute of Transportation
Engineers (ITE), Member
PRESENTATIONS
» “Making Sense of
Urban Ridehailing and
Ridesharing Markets,”
American Planning
Association, California
Conference, 2018
» “Accommodating Buses
and Bicycles Together
on the Streets of L.A.
County,” American Public
Transportation Association,
Bus and Paratransit
Conference, 2018
As leader of Fehr & Peers’ Oakland office, Andy Kosinski serves as project manager and senior advisor on challenging transit planning projects, recognizing that the public is the ultimate client. Andy works collaboratively with clients to create inclusive workflows that yield easy-to-digest recommendations. This client-service approach carefully constructs pragmatic solutions with narratives tailored to secure buy-in from diverse stakeholders. Andy specializes in projects that combine land use development with transit planning and access. Andy leverages the latest research on travel patterns, ridership trends, and transit rider preferences to help cities and transit agencies plan and implement new transit services, parking policies, and multimodal access projects. A licensed civil engineer and contributor to the NACTO Transit Street Design Guide, Andy transforms technical findings into compelling visual narratives that effectively communicate solutions to clients and stakeholders.
SELECTED PROJECT EXPERIENCE
» MTC Transit 2050+, San Francisco Bay Area, CA
Fehr & Peers developed a transit network comprising over $70B in specific projects and broader programmatic investments for inclusion in Plan Bay Area 2050+, reflecting a more constrained funding picture than the previous regional plan and incorporating connected network principles. Andy managed the effort, overseeing existing conditions and needs assessment, identification of new projects to fill identified gaps, Project Performance Assessment, cost estimating, and network development. As Project Manager, Andy oversaw the development of decks, workshops, and other engagement to leverage stakeholder input and confirm that the study’s outcomes reflected the diverse needs and priorities of agencies and riders throughout the region, resulting in a network that was well-received at the MTC committee and commission levels. » BART Role in the Region, San Francisco Bay Area, CA
As Project Manager, Andy led the development of the Role in the Region report that converts a robust data analysis into succinct story-points that have become indispensable for BART communications staff’s ongoing efforts to build buy-in at local, regional, and State levels for a new permanent source of funding. BART’s ridership has reset at levels around 40% of pre-pandemic and is rebounding more slowly than automobile travel. Andy led analysis of travel patterns and land use trend data to describe how BART’s role in the Bay Area is evolving and makes the case for funding this new role. The final report, a highly readable InDesign-crafted report ties together the effect of external forces and trends, BART’s own internal efforts, a comprehensive economic analysis, and a “what if” analysis of a world without BART, grounded in forecasting techniques.
STATION ACCESS ADVISOR
Andy Kosinski, PE
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 19 EDUCATION
» MS, Civil Engineering,
University of California
at Irvine
» MURP, University of
California at Irvine
» BS, Environmental Studies,
University of California
at Santa Barbara
CERTIFICATIONS
» American Institute
of Certified Planners
(AICP), #029430
PROFESSIONAL
AFFILIATIONS
» American Planning
Association (APA), Member
» Urban Land Institute
(ULI), Member
Neil Smolen has over a decade of experience in transportation and land use planning across Northern California, advising clients on sustainable growth and navigating the complex transportation landscape. He has a deep understanding of traffic operations, enabling him to balance vehicular traffic needs with safety, accessibility, and comfort in and around transit stations. He will advise on traffic operations for this project.
SELECTED PROJECT EXPERIENCE
» Petaluma Downtown SMART Station Mixed-Use Development, CA Fehr & Peers prepared a Transportation Impact Assessment for a proposed Petaluma Station mixed‑use development located adjacent to the Petaluma Downtown SMART station. Our work included evaluating the project’s travel characteristics using MXD+, analyzing project-generated VMT with the SCTCA travel demand model, and providing recommendations to enhance the site plan’s circulation and overall multimodal access. Neil contributed to this project as a Technical Advisor.
» Sonoma Developmental Center EIR, CA
As Project Manager, Neil leads Fehr & Peers’ ongoing transportation analysis for the Sonoma Developmental Center (SDC) Environmental Impact Report (EIR) in unincorporated Sonoma County, CA. His work includes managing multiscenario evacuation travel time analyses and directing CEQA transportation impact evaluations that support the SDC’s redevelopment into a mixed-use community.
» South Santa Rosa Specific Plan, Santa Rosa, CA
As Project Manager & Associate‑in‑Charge, Neil oversaw Fehr & Peers’ preparation of an existing conditions and opportunities analysis for the South Santa Rosa Specific Plan area. The team developed up to three land use and circulation alternatives and conducted LOS and VMT analyses to support plan development. The Specific Plan document established transportation development standards, site design standards, and a comprehensive circulation network diagram. The project also included a wildfire evacuation analysis that evaluated two evacuation sub‑scenarios using the 2019 base year and 2040 SCTCA Travel Demand Model.
» Sonoma County General Plan Update, CA
Fehr & Peers is supporting the ongoing update of the Sonoma County General Plan by providing comprehensive transportation planning services. With Neil as Project Manager, the team is guiding updates to transportation policies with a focus on consistency with evolving State legislation. The effort also includes preparing the transportation components of the CEQA Environmental Impact Report and conducting an in‑depth evacuation analysis to help the County strengthen its long‑term resilience and emergency preparedness.
TRAFFIC OPERATIONS ADVISER
Neil Smolen, AICP
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20 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
EDUCATION
» BS, Civil Engineering,
California Polytechnic State
University, San Luis Obispo
REGISTRATIONS
» Professional Civil
Engineer (PE): CA #62093
» Professional Land
Surveyor (PLS): CA #8438
CERTIFICATIONS
» Construction
Documents Technologist
(CDT), Construction
Specifications Institute
PROFESSIONAL
AFFILIATIONS
» American Council
of Engineering
Companies (ACEC)
» American Society of
Civil Engineers (ASCE)
» Engineering Contractor’s
Association (ECA)
» North Coast Builders
Exchange (NCBE)
Geoff Coleman is responsible for managing staff, providing insight, and performing quality control and constructability reviews for projects we design. With extensive experience in site accessibility, utility design, grading, drainage, stormwater low impact development and construction practices, he brings considerable value to any project. Over the last 30 years, he has acquired a vast knowledge of municipal processes and developed professional relationships with local and regional agencies.
SELECTED PROJECT EXPERIENCE
» Sonoma-Marin Area Rail Transit District, Railroad Square SMART TransitOriented Development, Santa Rosa, CA » Sonoma County Airport SMART Station Specific Plan, Santa Rosa, CA » Sonoma County Public Infrastructure Healdsburg Veterans Memorial Beach Master Plan, Healdsburg, CA
» City of Healdsburg Connectivity, Parks, and River Access Master Plan, CA » City of Healdsburg Airport SWPPP, CA
» City of Healdsburg Downtown Streetscape Improvements, CA » City of Healdsburg Sunset Water Tank, CA
» City of Healdsburg College Street Sewer and Water Main Replacement, CA » 155 Dry Creek Road Affordable Housing Project, Healdsburg, CA » City of Santa Rosa Downtown Area Specific Plan, CA
» Sonoma County Public Infrastructure, Sonoma Developmental Center Specific Plan, Eldridge, CA
» City of Santa Rosa, South Santa Rosa Specific Plan, Santa Rosa, CA » City of Rohnert Park Northeast Specific Plan, CA
» City of Sausalito General Plan Update, CA
» City of Rohnert Park, Southwest Boulevard Complete Streets, CA
PRINCIPAL CIVIL ENGINEER
Geoff Coleman, PE, PLS, CDT
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 21 EDUCATION
» MPP, University of
California, Berkeley
» BA, Economics, University
of California, Santa Cruz
PUBLICATIONS/
PRESENTATIONS
» “Capturing the Value:
Financing Arts and
Culture.” Presenter,
CALED Annual Conference,
June 2023
» “Preparing for Infill
Housing in Retail and
Office Developments,”
Urban Land Institute TAP
Report for Orange County
Council of Governments
(OCCOG)
» “Revitalizing the
Commercial Strip with
Housing,” California
Economic Snapshot
Quarterly Report. CALED,
December 2022
» “Bay Area Downtowns,
Post-Pandemic Prospects,”
Presenter, Bay Area
Planning Directors
Association (BAPDA),
Winter 2022 Meeting
» “Retail versus Housing:
Rethinking the Fiscal
Paradigm.” Meta hosted
webinar, June 2022
Jason Moody has worked at EPS for over 30 years and has been instrumental in building the firm’s practice in Northern California. He has extensive experience in real estate market and financial analysis, public finance, and economic development strategies. Jason regularly works for both public and private sector clients, focusing on the feasibility and economic implications of individual projects as well as development and provision of public services and infrastructure to larger areas, including downtowns, mixed-use districts, corridors, and entire cities. He has developed specialized expertise with touristoriented economies, particularly smaller communities linked to California’s abundant natural, recreational, and agricultural resources (e.g., wine country, coastal communities, ski towns).
Jason Moody, EPS Managing Principal, will serve as the EPS Principal-in-Charge, providing overall direction on EPS’s technical work and participating in key client and stakeholder meetings and public presentations. Jason has led the firm’s consulting practice in market analysis and strategic repositioning of downtowns and other mixed-use districts. He regularly applies his expertise in real estate economics, public finance, and land use policy as part of multidisciplinary teams, often working with a variety of public, private, and community stakeholders.
Stationed in EPS’s Oakland office, Jason has worked extensively throughout the Bay Area and in numerous communities facing economic circumstances similar to those in Healdsburg, including St. Helena, Napa, Santa Rosa, Sebastopol, Sausalito, and Half Moon Bay.
SELECTED PROJECT EXPERIENCE
» St. Helena Downtown Specific Plan and Streets Master Plan: EPS supported a multidisciplinary team to prepare a Specific Plan for downtown St. Helena, a small, tourist-oriented community located in the heart of California’s “Wine Country.” As part of a parallel and related effort, EPS prepared a financing strategy to a Streets Master Plan with a strong focus on bike and pedestrian friendly improvements.
» Downtown Napa Specific Plan and General Plan Update: EPS provided market and development feasibility analysis to revitalization strategies for a downtown that has subsequently evolved as a vibrant, mixed-use district. EPS subsequently provided economic analysis to support the General Plan Update.
MANAGING REAL ESTATE ECONOMIST
Jason Moody
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22 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
EDUCATION
» BA, Environmental Studies
and Biology, Sonoma
State University (SSU)
» Graduate Studies,
Economics and Public
Administration at SSU
and the University of
California, Berkeley
PROFESSIONAL
AFFILIATIONS
» American Planning
Association (APA), Member
» California Association
of Local Agency
Formation Commissions,
Associate Member
Walter Kieser, founder and Senior Principal of EPS, is a land use planner and urban economist. During his 50-year professional career, Walter has specialized in land use planning and related implementation programs, resource conservation, housing policy, local government reorganization, market and financial feasibility analysis, and large-scale real estate transactions. This broad-based expertise provides balanced and pragmatic solutions, confirming that land use, conservation, housing, government reorganization, can be successfully implemented; that needed infrastructure and government services can be adequately established and sustained; and that real estate projects can meet private sector financial objectives while supporting public policy objectives.
Walter will serve as a project adviser, drawing on valuable planning and housing policy experience to support EPS’ work. Walter has provided economic analysis and support for many specific and area plans, with considerable experience in Sonoma County. Recently, Walter worked in Healdsburg on the 6th Cycle Housing Element and subsequent implementation efforts.
SELECTED PROJECT EXPERIENCE
» Healdsburg Housing Element and Housing Element Implementation, CA » Healdsburg Housing Strategy, CA
» Healdsburg Mill Site Property, CA
» Sonoma County Inclusionary Policy, CA
» Russian River Economic Study, CA
» Southwest Santa Rosa Annexation Review, CA
PLANNING AND HOUSING POLICY ADVISER
Walter Kieser
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 23 Megan Gregory joined the firm in 2022 as a Senior Associate. She will serve as the EPS Project Manager, coordinating and conducting technical work by the EPS Team. Megan brings academic and professional experience in local government, urban economics, and housing policy and has worked in numerous Bay Area communities, providing feasibility and fiscal impact modeling, real estate market analysis, and support for land use policy. Recently, Megan has worked in Healdsburg on Housing Element Implementation efforts, including developing a Housing Needs Calculator and conducting a feasibility analysis of downtown housing development.
SELECTED PROJECT EXPERIENCE
» Healdsburg Housing Element Implementation and Housing Needs Assessment: Following the adoption of the 6th Cycle Housing Element, EPS has assisted the City of Healdsburg in characterizing the existing workforce in Healdsburg and assessing the need for additional housing affordable to those working in Healdsburg. EPS produced a quantitatively based housing needs assessment that is responsive to policy objectives. Additionally, EPS contributed economic feasibility analysis as part of the Downtown Capacity Study. EPS continues to conduct research and provide analysis on a number of Housing Element implementation questions posed by City staff and the Healdsburg Housing Element Working Group.
» VTA Corridors Economic Analysis: EPS conducted an analysis of the buildout potential for various transportation corridors in Santa Clara County.
As part of this analysis, EPS reviewed several population growth projections and regional commercial and residential development trends to provide several growth scenarios and the land demand associated with each. » Concord Affirmatively Furthering Fair Housing Rezoning: As part of its 6th Cycle Housing Element, the City of Concord included a program to rezone properties in higher-resource neighborhoods to allow for multifamily development in an effort to affirmatively further fair housing in the city. Through collaboration with the consultant team and the City, EPS conducted feasibility analysis of rezoning options, considering several residential prototypes. Additionally, EPS conducted a fiscal impact analysis of several case study sites to assess the potential impact of rezoning on the City’s General Fund.
» Benicia North Study Area: The City of Benicia was interested in exploring potential uses for a large parcel of privately owned land, identified as the North Study Area. EPS supported City staff and planning consultant efforts by conducting a market analysis of potential land uses as well as a study of emerging sectors in the region. EPS also conducted a feasibility study and fiscal impact analysis on several development scenarios, identifying tradeoffs associated with various land use types.
EDUCATION
» MPP, Mills College
» BA, Government,
College of William & Mary
ECONOMIC AND POLICY SPECIALIST
Megan Gregory
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24 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Nathan Ulsh leads CSS’s Bay Area and Los Angeles offices and is the firm’s lead business improvement district expert. He brings over 15 years of executive leadership experience, primarily leading, forming, and renewing property and business improvement districts (PBIDs) and other community benefit entities. Nathan has over a decade of experience working for PBIDs, creating and implementing strategic plans and board development. Moreover, he has leveraged (P)BID funding, CBO partnerships, and political will to develop projects and programs to maximize resources and impact. He has deep roots in disadvantaged communities and uses a strong boots-on-theground approach to engage the communities we serve. Nathan’s role will be to provide proper, equitable community engagement and reporting, and he will also support with Spanish translations and collateral.
SELECTED EXPERTISE
» Oversaw PBID organizations of over $3M budget and serving 1,800 business and property owners, facilitating business development and technical assistance via programming and partnerships.
» Raised over $1M dollars for communities to provide community economic development opportunities, including capital improvement projects and beautification efforts.
» Leveraged partnerships to provide workshops, technical assistance, and funding opportunities with several (ethnic) Chambers of Commerce, SBDC, SCORE, SBA, and local partners.
» Developed collateral and programming in multiple languages (Spanish, Vietnamese, and Chinese) with an emphasis on outreach to diverse communities, specifically small businesses and underserved neighborhoods. » Created several District Marketing Plans for business districts to highlight assets and quantify impact and investments.
» Built teams, board of directors for specific BIDs, and partnerships to collaborate to maximize resources and impact.
EDUCATION
» Certification of MicroEconomics, University of
Illinois, Urbana-Champaign
» BSS, Washington
State University
CERTIFICATIONS
» Basic Economic
Development Course
Certification, International
Economic Development
Council, 2024
» Crime Prevention Through
Environmental Design
(CPTED) Certificate, 2015
RECOGNITIONS
» Guadalupe River Park
Conservancy, Chair of the
Master Plan Committee:
2022–Ongoing and
Board Member
» Salud! Young Professional
Award, Sacramento
Hispanic Chamber, 2019
» 40 Under 40 Award,
Sacramento Business
Journal, 2018
» Local Vision Award,
APA Sacramento Valley
Section, 2018
» Citizen Planning
Academy of Sacramento,
Alumni 2017
» City Management
Academy of Sacramento,
Alumni, 2016
BUSINESS IMPROVEMENT DISTRICT ADVISER
Nathan Ulsh
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 25 EDUCATION
» BBA, San José
State University
Diana Zepeda is the Assistant Project Manager operating in the Bay Area, where she leads community engagement initiatives and assists in overseeing multiple projects across California. She will play a key role in organizing and facilitating meetings and communication between the MIG Team and project stakeholders. Diana is deeply involved in community outreach efforts, including beautification projects, small business advocacy, and clean and safe initiatives.
Diana is a military reservist and an Adjutant General First Lieutenant, specializing in personnel management, administrative operations, and supporting service members through human resource functions. She leverages her leadership and organizational skills to enhance community engagement efforts and support diverse business districts. Diana can also serve as Spanish translator for in-person and collateral materials.
SELECTED PROJECT EXPERIENCE
» City of San José
Management of six business districts and formation of four BIDs, including feasibility assessment and stakeholder engagement. Translation for Spanishspeaking communities.
Strategic Planning and Implementation—develop fiscal sustainable models to ensure financial solvency and deployment of resources from grants and sponsorships. Curate partnerships with sponsors, funders, and CBOs to leverage social and political capital to execute goals of business districts. » City of South San Francisco
Facilitation of a steering committee and establishment of a PBID.
PBID Feasibility—facilitate steering committee meetings to determine best outcomes for the PBID, confirm assessment methodologies with engineer, City staff, and stakeholders. Disseminate information to pertinent parties and verify data.
» City of Milpitas
Formation and management of Milpitas Downtown Historic
Business Association.
» City of Santa Cruz
Formation and management of the Santa Cruz BID process.
COMMUNITY ENGAGEMENT LEAD
Diana Zepeda
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26 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Since joining the Corazón team in 2019, Marcy Flores has played a vital role in shaping the organization’s impact. Before taking on her current leadership position, she connected families and fire victims with hotels and financial assistance during the Kincade Fire, steered the Family Resource Center, built out our academic development programs, guided our programs and services as the Director of Programs and lead the organization as interim executive director. Marcy is a compassionate listener and today her work as executive director is driven by a deep connection with and understanding of the community’s needs and aspirations. Marcy is a Chicana women from an immigrant family, who grew up in the small town of Geyserville. She volunteers as a board member with the Healdsburg Education Foundation, and is an activist at heart that was sparked during her decade involvement in M.E.Ch.A, which led her to follow her passion in culture and education and studied Chicano and Latino Studies and Early Childhood Education at Sonoma State University.
SELECTED PROJECT EXPERIENCE
» Healdsburg Avenue Complete Streets, CA
» Grove Street Neighborhood Community Engagement, Healdsburg, CA » North Village (2025) Development, Healdsburg, CA
» Saggio Hills Affordable Housing, Healdsburg, CA
» Wildhaven, Healdsburg, CA.
EDUCATION
» MEChA, Sonoma
State University
EXECUTIVE DIRECTOR
Marcy Flores
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 27 Contract Exceptions
1. TIME OF COMPLETION, SECTION 4
Changes Requested: Consultant must commence
performance of the Services upon receipt of written
direction to proceed from City. Consultant shall devote such time to the performance of services pursuant
to this Agreement as may be reasonably necessary
to meet the standards of performance provided in
Section 7 below and to satisfy Consultant’s obligations hereunder. Consultant will complete the Services
in accordance with this Agreement by 30 months
from contract execution (the “Time of Completion”).
The Time of Completion may only be modified by an
amendment of the Agreement in accordance with its
terms. However, notwithstanding the foregoing, the
Consultant shall not be liable or responsible for delays in the performance of its duties and obligations under
this Agreement if such delays are due to circumstances
beyond the Consultant’s reasonable control.
Reason for Changes: This Agreement lacks a typical
force majeure clause, and we are requesting one here.
2. STANDARD OF PERFORMANCE, SECTION 7
Changes Requested:
A. Consultant will perform the Services exercising
that degree of care, skill, and diligence ordinarily
exercised by professionals providing similar services
in the same or similar locale and under similar
circumstances to that of Consultant under this
Agreement, in the manner and according to the
standards observed by a competent practitioner of
the profession in which Consultant is engaged in
the geographical area in which Consultant practices
its profession and Consultant will prepare all work
products required by this Agreement in accordance
with those this standards. City shall not control or
direct the manner in which Consultant’s services are
to be performed. Consultant will comply with all federal, state, and local laws and regulations applicable to
performance of the Services, including, but not limited to, the California Building Code, the Americans with
Disabilities Act, any copyright, patent, or trademark
law, and any air pollution control law(s) or regulation(s).
Consultant’s failure to comply with any law(s) or
regulation(s) applicable to the performance of the
work hereunder shall constitute a breach of contract.
B. Consultant shall assign only reasonably qualified
competent personnel to perform services pursuant
to this agreement. In the event that City, in its
sole discretion, at any time during the term of this
Agreement, desires the reassignment of any such
persons, Consultant shall, immediately upon receiving
notice from the City of such desire of City, reassign
such person or persons.
Reason for Changes: With these changes, we are
providing the legal definition of the standard of
care that consultants are expected to meet in their
professional services. The standard of care is an
objective standard. However, the phrase “competent
practitioner” injects a subjective element into the
standard we would have to meet in our services, since
there is no legal definition of competency. It’s whatever the City subjectively believes is competency.
3. INDEMNITY, SECTION 10
Changes Requested: To the maximum extent permitted
by law, Consultant shall, at its own expense, indemnify, defend with counsel acceptable to the City, (which
acceptance will not be unreasonably withheld), and
hold harmless City and its officers, officials, and
employees, agents and volunteers (“Indemnitees”) from
and against any and all liability, loss, damage, claims, suits, actions, arbitration proceedings, administrative proceedings, regulatory proceedings, civil penalties
and fines, expenses and costs (including, without
limitation, claims expenses, reasonable attorney’s fees and costs and fees of litigation) (collectively, “Liability”) of every nature, whether actual, alleged or threatened, arising out of or in connection with the to the extent
caused by the negligent acts, errors, or omissions of
Consultant in the performance of its Services under
this Agreement or Consultant’s failure to comply with
any of the terms of this Agreement, regardless of any
fault or alleged fault of the Indemnitees.
Attachment 4: Acknowledgement of Terms of Draft Contract Item 8.c
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28 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan The Consultant’s obligation to indemnify, defend,
and hold harmless under this provision shall not be
excused because of the Consultant’s inability to
evaluate Liability, or because the Consultant evaluates Liability and determines that the Consultant is not
or may not be liable. The Consultant must respond
within 30 calendar days to any tender for defense and
indemnity by the City, unless the time for responding
is extended by an authorized representative of the
City in writing. If the Consultant fails to accept tender of defense and indemnity within 30 calendar days, in
addition to any other remedies authorized by law, so
much of the money due or that may become due the
Consultant under this Agreement as shall reasonably
be considered necessary by the City, may be retained
by the City until disposition has been made of the
matter subject to tender, or until the Consultant
accepts the tender, whichever occurs first.
The Consultant waives any and all rights to express
or implied indemnity against the Indemnitees
concerning any Liability of the Consultant arising out
of or in connection with Consultant’s negligence in the performance of the Services or Consultant’s failure to
comply with any of the terms of this Agreement.
Reason for Changes: If the MIG Team is awarded
this Contract, we will be performing professional
services covered by our Professional Liability
Insurance. In the indemnity context, such insurance
only covers the insured professional’s negligence in
its services, which is the failure to meet the prevailing professional standard of care as defined in Section
7.A. above. Without a negligence threshold in this
indemnity obligation, we may not have insurance
available to cover this indemnity obligation. It would
be out of pocket for our team, even if we did nothing
wrong in our services.
4. INSURANCE, SECTION 11.G
Changes Requested: The City’s Risk Manager may
increase or decrease the insurance requirements
and limits set forth in those cases in which he/she
determines that special circumstances justify such
an increase or decrease.
Reason for Changes: We cannot agree to comply with
any insurance requirements beyond those specified
in this Agreement if we are not clear what they are, if we can meet them, or how cost-prohibitive they may
be. If the City has the unilateral ability to increase the minimum limits we must meet, or to obtain coverage
beyond the types of policies specified here, there is no guarantee that we can meet the changed requirements,
depending on the cost to procure increased insurance
minimum limits or to obtain additional insurance policies.
Item 8.c
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1610 R Street, Suite 300
Sacramento, CA 95811
(916) 329-8897
www.migcom.com
CALIFORNIA
BERKELEY, FULLERTON,
LOS ANGELES, PASADENA,
RIVERSIDE, SACRAMENTO,
SAN DIEGO, SAN JOSÉ,
AND SONOMA
COLORADO
DENVER
NEW YORK
BROOKLYN
OREGON
PORTLAND
TEXAS
SAN ANTONIO
WASHINGTON
SEATTLE
A. Introductory Letter
February 20, 2026
Mr. Scott Duiven, Community Development Director
City of Healdsburg
City Manager’s Office, City Hall
401 Grove Street
Healdsburg, CA 95448
RE: Response to RFP-01-026—Healdsburg Station Area Specific Plan RFP Dear Mr. Duiven and Selection Committee Members:
Moore Iacofano Goltsman, Inc. (MIG), is pleased to submit this proposal to assist the City with the preparation of the Healdsburg Station Area Specific Plan and Programmatic EIR.
This project is a strategic, place-sensitive effort that builds upon decades of thoughtful planning, strong community stewardship, and recent policy advancements, particularly the City’s Housing Element and commitment to sustainable development. It is not a blankslate exercise. Our project understanding is based on the following:
1. The Plan must carefully balance regional Transit-Oriented Communities (TOC) Policy requirements with Healdsburg’s established scale, walkable block structure, historic character, and deeply connected community fabric to provide development outcomes that strengthen the City’s sense of place and reflect community expectations. The densities envisioned under the TOC Policy represent a shift for Healdsburg and must be approached with care.
2. A calibrated, market-tested strategy will be essential to mitigate the real risk of housing and job displacement, particularly for affordable multifamily housing and small, locally owned businesses. Success will depend on striking the right balance between ambition and feasibility, growth and preservation, and regional policy alignment and local character.
3. A palette of transportation and utility improvement necessary to unlock opportunity sites, especially east of the Memorial Bridge, while also minimizing the impacts on constrained roadways and utilities in the remainder of the project area.
4. The long-term success of the plan must be based on financial and environmental sustainability that is realized through the infrastructure development services plan and a streamlined and implementation-focused Programmatic EIR.
5. Equitable and inclusive community engagement needs to be a cornerstone of this effort. To confirm this, the engagement needs to be extensive, meaningful, multilingual, and accessible, and conducted at all key project milestones. As MIG’s previous experience with the City has shown, thoughtful and strategic community engagement will make certain that existing social, cultural, and physical assets are being built on, key issues are being addressed, and future opportunities are being maximized. Most importantly, it will confirm that the project recommendations reflect community values and are implementable.
City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan29 Item 8.c
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30 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Key milestone tasks to make this happen will include creation of community-based vision for the project area; preparation of existing conditions and opportunities analysis from a physical, social, cultural, transportation and infrastructure perspective; development of preliminary and preferred elements as they related to land use, urban design, and design standards that build on the community’s vision and support multimodal transportation and infrastructure improvements; crafting of economic development priorities including anti-displacement strategies, preservation and creation of affordable housing, and infrastructure development services plan; and adoption of the Specific Plan and Programmatic EIR that will streamline and implement future development to be consistent with the community’s vision.
To confirm that these tasks are successfully implemented, MIG has assembled an experienced and integrated team with appropriate expertise and resources aligned directly with RFP tasks:
» MIG will serve as prime consultant, leading project management, land use planning, urban design, infrastructure coordination, and CEQA preparation, including preparation of the Programmatic EIR. » Economic & Planning Systems (EPS) will lead economic feasibility, market analysis, fiscal analysis, and infrastructure financing strategy, developing density targets and affordable housing strategies that are grounded in realistic market conditions and funding mechanisms. » Fehr & Peers will lead transportation and multimodal planning, including development of minimum and maximum parking ratios, transportation demand management policies, and strategies to prioritize active transportation and shared mobility within and to/from the ½-mile SMART station area. » BKF Engineers will prepare the Infrastructure Development and Services Plan, addressing improvements needed for water, sewer, stormwater, and related public services to support existing and future development. » MIG, in close collaboration with Community Strong Strategies (CSS) and Corazón Healdsburg, will lead the extensive public engagement program. CSS will assist with an inclusive engagement strategy and facilitation, especially as it relates to local businesses, while Corazón—a trusted community-based organization—will conduct bilingual, in-person outreach to provide for broad participation throughout the planning process.
All proposed team members are committed to the duration of the project and bring the experience and capacity necessary to deliver each task efficiently and with the level of rigor expected for this important planning effort.
MIG’s core project management team will confirm that the MIG Team works closely with City staff and builds on past and concurrent efforts. Made up of Dan Amsden, AICP, Principal-in-Charge; Rishi Dhody, AICP, Project Manager; and Saul Vazquez-Mejia, Deputy Project Manager, they have extensive local and relevant national expertise. A contingency in our proposal provides that MIG Team members can step in and help City staff during the project. This also helps the project be flexible to address and accommodate unexpected challenges and opportunities that the RFP did not envision right now.
Thank you for the opportunity to submit this proposal. The MIG Team would be honored to partner with the City of Healdsburg on this important project. I, Daniel Iacofano, PhD, FAICP, FASLA, as President and CEO of MIG, am authorized to bind the firm contractually. If you have any questions or need additional information during the selection process, please feel free to contact us using the information below.
Sincerely,
Daniel S. Iacofano, PhD, FAICP, FASLA Dan Amsden, AICP
President/CEO Principal-in-Charge
[email protected] [email protected]
(510) 845-7549, ext. 1250 (916) 329-8897, ext. 5220
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 31 About MIG, Inc.
Moore Iacofano Goltsman, Inc. (MIG), improves,
adapts, and creates organizations, environments, and
tools for human development. We are a community
of designers, planners, engineers, scientists,
and storytellers who engage people in creative
problem-solving and collective action. We believe
that the physical and social environment around us
has a profound impact on our lives, and this belief
shapes the principles that guide our work:
» Communities should plan their own futures;
» Great projects work for everyone;
» Elegant design inspires new thinking; and
» All work must be context-driven.
MIG is at the forefront of innovation. We are
leading local, regional, and national planning
and design initiatives to provide accessibility and
equity; engage, educate, and empower people
through participatory processes; facilitate strategy
development for social change; create playful
and inclusive communities; reimagine streets and
repurpose infrastructure; revitalize cities and restore ecosystems; and promote environmental stewardship
by recognizing that the health of the natural and built world is mutually dependent.
For over four decades, MIG has served public and
private clients of every size and jurisdiction—from
cities, counties, and special districts to regulatory
agencies and developers—as a full-service planning
and design firm. Our multidisciplinary staff has the
background and experience to prepare plans and
design documents for a wide variety of projects,
including downtowns and streetscapes; site-specific
infrastructure, residential, institutional, mixed-use,
and transit-oriented developments; and broader
policy initiatives like specific, general, and regional plans, as well as zoning and objective design standards.
As nationally renowned experts in downtown
planning, design, development, and implementation,
MIG is positioned to present best practices and
innovations that cut across disciplines based on our
unmatched experience with cities large and small
throughout North America, including Boston, Charlotte,
Chicago, Dallas, Denver, Greensboro, Kansas City,
Los Angeles, Sacramento, San Antonio, Seattle, and
many more. We work with clients to create successful
plans that transform and re-energize city centers of
all sizes. Our staff provide a base of knowledge that
bridges technical expertise and values, facilitating
consensus among all parties to provide a successfully
implemented project. Our plans are strategic, focused,
and turn-key, so that they do not just sit on a shelf.
Instead, they are blueprints and guides that provide
real results with built-in flexibility, so they evolve with a city as it changes and grows.
B. Firm Profile and Qualifications Item 8.c
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32 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Our Subconsultants
FEHR & PEERS
Fehr & Peers is a national transportation planning
and engineering firm. Since 1985, it has worked with
clients to design safer, more effective ways for people and goods to move. The firm uses data, technology,
and community experience to help clients make
informed decisions. It has earned national recognition
and built lasting client partnerships through innovation.
Fehr & Peers helps clients anticipate future needs by
offering tailored solutions, using national expertise
and local insight.
ECONOMIC & PLANNING SYSTEMS
Economic & Planning Systems (EPS), founded in
1983, provides land economics consulting for real
estate, infrastructure, and government clients in
Northern California and beyond. EPS uses market
analysis and stakeholder input to advise on planning,
revitalizing areas, and improving infrastructure for
economic growth.
EPS supports tourism-driven communities by balancing
stakeholder interests, housing, and economic diversity
with recommendations tailored to local needs.
BKF ENGINEERS
BKF Engineers and MNS are merging to form
a single firm focused on client success. Clients now
benefit from a broader range of services tailored
to their needs, quicker response times, and direct
access to a wider pool of specialized experts.
Projects will be delivered more efficiently by teams
familiar to clients, now enhanced with expanded
resources and unified collaboration throughout the
Western United States. The new firm combines both
companies’ strengths to provide reliable outcomes
and measurable improvements for clients.
With over 170 years of combined experience, the
partnership is dedicated to innovative and sustainable
solutions. Team members guide clients from planning
to construction for lasting success. With 21 offices and nearly 800 professionals, the firm offers expanded
expertise in planning, engineering, surveying,
construction, government, and development. BKF
and MNS together form a stronger organization.
COMMUNITY STRONG STRATEGIES
Community Strong Strategies (CSS) utilizes proven
business and economic development principles
with approachable community engagement and
outreach methods. Building strong connections
through stakeholder engagement, outreach, listening
tours, and grassroots efforts, CSS excels in aligning
strategies, fostering public/private sector connectivity, and delivering effective entity formation plans.
Elevating capacities for growth, CSS specializes in
empowering nonprofit organizations, public agencies,
Community-Based Organizations (CBOs), and Business
Improvement Districts (BIDs) through targeted capacitybuilding initiatives.
CORAZÓN HEALDSBURG
Corazón Healdsburg, a nonprofit, supports Hispanic
and Latino families in northern Sonoma County living
at or below 200% of the Federal Poverty Line. By
addressing health, economic, and educational needs
and using culturally sensitive outreach, Corazón
connects residents to resources and confirms their
voices shape key decisions.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 33 C. Project Team and Resources
We believe that the environment
around us has a profound impact on
our lives. We plan, design, and sustain
organizations and environments that
support human development.
The MIG Team
MIG is proud to present an experienced and highly
qualified team to prepare a Specific Plan and
Programmatic EIR for the Healdsburg Station Area
development. Our team members have been selected
for their strong expertise in their fields of work as well as for their passion for this project.
PROJECT MANAGEMENT
Principal-in-Charge Dan Amsden, AICP, will provide
planning and design expertise, team oversight, strategic direction, and quality control for the entire project.
He will support facilitation of workshops, charrettes,
and other community forums. He will oversee the
development of the Specific Plan and EIR. Dan is an
experienced, personable problem-solver with over 20
years of experience as a planning consultant and public agency planner with expertise in managing land use
planning and policy, general and specific plans, urban
design, public outreach, and meeting facilitation.
Rishi Dhody, Project Manager, will be the day-to-day
contact and will guide the overall project direction
and strategy. With extensive experience in managing
projects, he will oversee the team and keep the
project on track. Rishi has worked on a wide variety
of land use and urban design plans with a focus on
creating distinctive place types for different corridors, neighborhoods, and districts. Rishi brings his passion
for creating resilient neighborhoods to this project.
Consulting Principal Mukul Malhotra has over 20
years of experience creating distinctive places and
streetscapes. Mukul leads clients, stakeholders, and
community members in defining a common vision
and detailing how that vision can be achieved.
MIG TECHNICAL SUPPORT
» Saul Vazquez-Mejia, Deputy Project Manager
» Marcia Boyle, AICP, Urban Planner
» Maika Nicholson, PE, Senior Civil Engineer
» Southisone (Sou) Garner, Outreach and
Engagement Specialist
» Ray Pendro, CEQA Lead
» Christina Lau, Environmental Analyst
» Eleanor Cox, MS, Preservation Specialist
Subconsultant Roles and Qualifications
» Matthew Ridgway, AICP, PTP, RSP1, Principal
Transportation Planner | Fehr & Peers
» Kelly Bond, Senior Transportation Planner |
Fehr & Peers
» Andy Kosinski, PE, Station Access Advisor |
Fehr & Peers
» Neil Smolen, AICP, Traffic Operations Adviser |
Fehr & Peers
» Geoff Coleman, PE, PLS, CDT, Principal Civil
Engineer | BKF Engineers
» Jason Moody, Managing Real Estate
Economist | EPS
» Walter Kieser, Planning and Housing Policy
Adviser | EPS
» Megan Gregory, Economic and Policy
Specialist | EPS
» Nathan Ulsh, Business Improvement District
Adviser | Community Strategy Standards
» Diana Zepeda, Community Engagement
Lead | Community Strategy Standards
» Cindy Feng, Communications Support | Community
Strategy Standards
» Marcy Flores | Corazón Healdsburg
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34 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan FIRM DESIGNATION:
MIG
Fehr & Peers
BKF Engineers
EPS
Community Strong
Strategies
Corazón Healdsburg
Dan Amsden, AICP
Rishi Dhody
Mukul Malhotra
Saul Vazquez-Mejia
Marcia Boyle, AICP
LAND USE AND
URBAN DESIGN
Maika Nicholson, PE
Nathaniel Riedy, PE
Geoff Coleman, PE, PLS, CDT
INFRASTRUCTURE
ANALYSIS
Ray Pendro
Christina Lau
Miranda Miller
Eleanor Cox, MS
ENVIRONMENTAL
ANALYSIS
Andy Kosinski
Kelly Bond
Matthew Ridgway, AICP,
PTP, RSP1
Neil Smolen, AICP
Mukul Malhotra
Rishi Dhody
MULTIMODAL AND
TRANSPORTATION
PLANNING
Jason Moody
Megan Gregory
Walter Kieser
ECONOMIC AND
FINANCING ANALYSIS
Saul Vazquez-Mejia
Sou Garner
Rishi Dhody
Nathan Ulsh
Diana Zepeda
Cindy Feng
Marcy Flores
COMMUNITY
ENGAGEMENT
Dan Amsden, AICP
Rishi Dhody
Marcia Boyle, AICP
GENERAL PLAN UPDATE
AND ZONING
Dan Amsden, AICP, Principal-in-Charge
Rishi Dhody, Project Manager
Saul Vazquez-Mejia, Deputy Project Manager
PROJECT MANAGEMENT
Mukul Malhotra
CONSULTING
PRINCIPAL
MIG TEAM ORGANIZATION Item 8.c
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 35 Key Personnel Resumes (Attachment 3)
Detailed resumes for the MIG Team’s key personnel
can be found beginning on page 6.
Availability and Commitment
of Key Personnel
The MIG Team’s key personnel have immediate capacity
to begin work on the Healdsburg Station Area Specific
Plan project. Additionally, we have strategically teamed with our subconsultants to maximize the resources
our team can provide to the City of Healdsburg (City)
for this effort. As stated earlier in this proposal, we will not substitute any of our team’s proposed key
personnel without the City’s prior written consent.
While unforeseen staff changes can occur over the life
of a project, the City can be assured that the MIG Team has the staff resources to substitute personnel that are, in the City’s sole opinion, equally qualified.
PROJECT MANAGEMENT RESOURCES
MIG has a 44-year history of working closely with
clients to deliver innovative designs and plans on time and within budget. Thanks to our quality and costcontrol measures, over 80% of our clients return for repeat service. MIG has created a QA/QC checklist to
provide effective management and successful project
outcomes. Work is reviewed regularly, either daily or
weekly, by the Principal-in-Charge, Dan Amsden, AICP,
and the Project Manager, Rishi Dhody. We hold regular
MIG Team meetings to verify work quality and confirm
proper staff allocation and resource use.
Timeline Control and Monitoring. Project scheduling
will be coordinated with City staff and developed on
a task-by-task basis, clearly defining the project’s
critical path, key deadlines, checkpoints, and each team member’s responsibilities. Tasks and results will be
regularly reviewed against the project timetable agreed upon by the MIG Team and City staff. The schedule
will be updated as the project advances, using actual
completion dates to revise it. Based on these reviews,
the MIG Team can also adapt to unexpected changes
within the established work program and schedule.
Budget Control and Monitoring. MIG utilizes realtime project budgeting and monitoring software (Deltek Vision) to confirm that budget allocations
and expenditures support project success. After
the schedule and final budget are established,
staff hours and costs for each team member will
be generated monthly and accumulated for the
project invoice. This creates a basis for comparing
actual staff hours with estimated expenses. Status
reports will be reviewed regularly with the MIG
Team; we proactively address overages and
unexpected inefficiencies to prevent change orders
and requests for additional services.
MIG Resource Planning. To effectively leverage MIG’s
extensive resources across its offices and business
units, we use a sophisticated internal resource planning system. This helps us anticipate periods of high activity and confirm that we have the key staff and resources
ready for meeting preparation, analysis, content
development, and the creation of communication and
visualization materials as the Healdsburg Station Area
Specific Plan progresses toward important milestones.
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Project Title
36City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan The San Pablo Avenue Specific Plan demonstrates MIG’s experience preparing a corridor- and station-area focused Specific Plan supported by a Programmatic EIR, addressing increased residential and commercial density, affordable housing opportunity, parking reform, multimodal access, infrastructure constraints, and CEQA streamlining—directly aligned with the City of Healdsburg’s objectives for the SMART Station Area.
Extensive Public Outreach and Engagement
Led a multi-year engagement program including community workshops, stakeholder meetings, advisory committees, bilingual outreach efforts, and Planning Commission and City Council hearings. Public input directly informed land use alternatives, development standards, parking policies, and infrastructure priorities.
Increased Residential and Commercial Densities
Established a land use framework supporting approximately 2,500 new residential units and expanded commercial capacity along a transit corridor, increasing density near regional transit while providing transitions to adjacent neighborhoods.
Affordable Housing Production and Preservation
Incorporated policies and implementation measures to support affordable housing production, inclusionary requirements, and housing opportunity near transit, consistent with regional housing goals and equity objectives.
Location: El Cerrito and
Richmond, CA
Client: Cities of El Cerrito
and Richmond
Reference:
Sean Moss, AICP, Planning
Manager | City of El Cerrito
(510) 215-4359
[email protected]
Dates/Budget: 2007–2014:
$575,000 and 2019–2023:
$368,000
Firms Involved: MIG, Fehr &
Peers, and BKF Engineers
Personnel: Dan Amsden,
Planner; Mukul Malhotra,
Principal; Rishi Dhody, Lead
Designer; Saul VazquezMejia, Urban Planner; Ray
Pendro, CEQA Lead; and
Christina Lau, Environmental
San Pablo Avenue Specific Plan and Programmatic EIR
D. Relevant Experience and Past Performance
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 37 Minimum and Maximum Parking Ratios and
TDM Policies
Developed updated parking standards, including
reduced minimums, parking maximums in transitproximate areas, shared parking strategies, and transportation demand management measures
to reduce vehicle dependence and support transit use.
Active Transportation and Shared Mobility
(Half-Mile Transit Radius)
Prepared multimodal circulation concepts prioritizing
pedestrian safety, bicycle connectivity, transit
access, and enhanced crossings within walking
distance of BART stations and major bus corridors—
directly applicable to the half-mile planning radius
surrounding Healdsburg’s future SMART rail station.
Infrastructure Improvements (Water, Sewer,
and Stormwater)
Evaluated infrastructure capacity and identified
public improvements necessary to support
increased development intensity, including
stormwater management upgrades and coordination
with utility providers to address service gaps.
Programmatic EIR for Future Streamlining
Prepared a Programmatic EIR and Supplemental
EIR concurrently with the Specific Plan, establishing
a CEQA framework that enables future development
projects consistent with the Plan to rely on streamlined environmental review and consistency determinations.
APPLICATION TO HEALDSBURG
San Pablo Avenue demonstrates MIG’s ability to deliver
a transit-oriented Specific Plan and Programmatic
EIR that increases housing and commercial capacity,
reforms parking standards, supports affordable
housing, improves multimodal access within a defined
station area, addresses infrastructure constraints,
and enables CEQA streamlining for future projects—
precisely the integrated scope required for the
Healdsburg Station Area Specific Plan.
SAN PABLO
CARLSON
MOESER
CENTRAL
ARLINGTON
FAIRMOUNT
ASHBURY
KEY
ELM
RICHMOND
RICHMOND
UNION PACIFIC 55TH
EVERETT
NORVELL
SCHMIDT
MANILA
47TH
NAVELLIER
BLAKE
SAN JOAQUIN
DONAL
STOCKTON
BALRA
LINCOLN
PORTOLA
SAN MATEO
GLADYS
ELLS
BERK
POMONA
HAGEN
MEADE
SUTTER
HILL
CUTTING
JORDAN
COLUSA
SCOTT
ALVA
FRESNO
CLAYTON
AVIS
TAFT
ALBEMARLE
NEVIN
52ND
56TH
CARL
45TH
KNOTT FALL
MONTEREY
49TH
59TH
RIFLE RANGE
VISTA
58TH
BUTTE
BELL
GANGES
VAN FLEET
TERRACE
LAWRENCE
BETTY
SHASTA
51ST
SANTA CRUZ
50TH
GATELY
GATTO
OVEREND
HEIGHTS
KING
CENTRAL
F
CARQUINEZ
MONO
TAMALPAIS
HUNTINGTON
SAN JOSE
BEHRENS
STATE
PIERCE
KEARNEY
57TH
FLEMING
YOSEMITE
MERCED
ALAMEDA
AVILA
ISABEL
JACUZZI
CLUB VIEW
VIEW
FALLON
EL DORADO
MARIPOSA
HARPER
FRAY
CREELY
KENT
44TH
IMPERIAL
FERN
PLANK
46TH
CONLON
LAGUNITAS
BELMONT
HARTNETT
TULARE
RYDIN
SCHOOL
POINSETT
SAN BENITO
OAK
OHIO
MADISON
WILSON
MENDOCINO
COLUMBIA
JEFFERSON
CARLOS
SNOWDON
43RD
EUREKA
LIBERTY
GLEN MAWR
WESLEY
WALL
LASSEN
LASSEN
WALNUT
OSCAR
JULIAN
LUDWIG
RIVERA
ORCHARD
CENTER
NUNN
HUMBOLDT
REGENCY
SEAVIEW
ROGER
KENILWORTH
PANAMA
WENK
REID
SAN LUIS
PINEHURST
TEHAMA
ALTA PUNTA
CABRILLO
ARNO
YOLO
WALDO
MOUND
SANTA CLARA
PLUMAS
LEVISTON
EARL
VICTORIA
FAIRVIEW
ATWELL
CASTILLA
REECE
MANOR
NAPA
HIGHLAND
SACRAMENTO
CORONADO
BURLINGAME
PLAZA
MORRIS
CAROL
DOUGLAS
DUKE
EDNA HERSHEY
DILLON
MAIDEN
KINGS
ADAMS
CARLSON
49TH
KEARNEY
EUREKA
EVERETT
KEARNEY
45TH
LIBERTY
45TH
LIBERTY
NEVIN
CYPRESS
SANTA CLARA
SANTA CLARA
50TH
ELM
45TH
46TH
STOCKTON
43RD
KEARNEY
KEARNEY
WALDO
47TH
MARIPOSA
NORVELL
LEXINGTON
LIBERTY
MERCED
BAYVIEW
LIBERTY
ELM
EVERETT
49TH
56TH
COLUMBIA
Ohlone Greenway
San Francisco Bay
CUTTING
POTRERO
MACDONALD
Castro
Park
Hillside
Natural Area
Point Isabel
Regional
Shoreline
Booker T Anderson Park
State Court
Park
Canyon
Trail Park
Cerrito
Vista
Park
Fairmount
Park
Harding
Park
Central
Park
Creekside
Park
Albany Hill
Park
Hillside
Natural Area
Baxter
Creek
Park
Bruce King
Dog Park
80 580
T
T
El Cerrito
Richmond
MIDTOWN
UPTOWN
03.08.2014
Data sources: DOWNTOWN El Cerrito GIS, Alta Planning, City of Berkeley GIS City Limit
Park
Water
Creek
1/2 Mile BART Pedestrian
Service Area
Districts and Transect Zones
Uptown District/
Transit-Oriented
Higher-Intensity Mixed Use
(TOHIMU)
Midtown District/
Transit-Oriented
Mid-Intensity Mixed Use
(TOMIMU)
Downtown District/
Transit-Oriented
Higher-Intensity Mixed Use
(TOHIMU)
Street Types
SPA Commercial Street
Major Commercial Street
SPA Community Street
Gateway Street
Neighborhood Street
Ohlone Greenway
Midblock Connection
Plaza Connection
Regulating
Plan
N 500 250 0 500 ft
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38 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Location: Santa Rosa, CA
Client: City of Santa Rosa
Reference: Raissa de la
Rosa, Director of Economic
Development Division
City of Santa Rosa
(707) 543-3059
[email protected]
Dates: 2018–2023
Budget: $841,960 (General
Plan) + DSASP Planning
and Economics
Firms Involved: General Plan
Update: MIG (Planning and
Engagement); Downtown
Station Area Specific Plan:
MIG and EPS
Personnel: Dan Amsden,
Project Manager; Rishi Dhody,
Urban Designer; and the EPS
Economics Team
The City of Santa Rosa retained MIG for the 2050 General Plan Update, while separately retaining a multidisciplinary team for the Downtown Station Area Specific Plan (DSASP) update following the arrival of the SMART rail line and station. EPS served as the economic and fiscal consultant on the DSASP. Although these were separate efforts, together they demonstrate coordinated experience within the same rail-served jurisdiction, addressing housing production, downtown intensification, transit-oriented development, infrastructure planning, and economic feasibility— issues directly relevant to Healdsburg’s SMART Station Area planning effort.
Extensive Public Outreach and Stakeholder Engagement
MIG designed and implemented a robust engagement strategy for both the General Plan and DSASP, including the formation of a Community Advisory Committee (CAC), workshops, stakeholder interviews, and Planning Commission and City Council coordination. Engagement was critical following the 2017 Tubbs Fire, helping confirm housing recovery and growth strategies that reflect community priorities. EPS supplemented this effort with stakeholder and business interviews to assess the economic implications of downtown housing and development.
Increased Residential and Commercial Densities Near Rail The General Plan Update directed housing growth toward opportunity areas such as Railroad Square and the Guerneville Road corridor, strengthening mixed-use intensification near the SMART rail line.
The DSASP established a framework for substantial infill and intensification within the downtown station area, aligning zoning and regulatory standards to support transitoriented development (TOD) and higher-density residential and commercial uses.
Santa Rosa General Plan Update (2050) and Downtown
Station Area Specific Plan (DSASP)
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 39 Affordable Housing Production and
Housing Recovery
In response to a significant housing shortfall
exacerbated by wildfire impacts, both efforts
emphasized policies to expand housing supply and
confirm equitable access. The DSASP aligned land
use regulations and development standards to facilitate new housing production in transit-accessible areas.
Minimum and Maximum Parking Ratios
and Transportation Demand Management
The DSASP refined parking standards to better reflect
a transit-served environment, supporting reduced
parking requirements, shared parking solutions,
and transportation demand management strategies
consistent with TOD principles.
Active Transportation and Multimodal
Connectivity (Half-Mile Station Area)
Both planning efforts strengthened pedestrian
orientation, improved street networks, and enhanced
connectivity between downtown neighborhoods
and the SMART station. Emphasis was placed on
walkability, active frontages, and improved access
within the station area and along key corridors such
as Guerneville Road.
Infrastructure Planning and Public
Service Capacity
The General Plan addressed infrastructure capacity
and long-term service delivery, including resilience
planning to address wildfire and climate challenges.
For the DSASP, EPS prepared a financing strategy
and implementation plan to address the required
infrastructure, public facilities, and urban amenities
necessary to support intensification within the
Station Area.
Programmatic Environmental Review
and Implementation
The General Plan Update was supported by
a comprehensive environmental review evaluating
long-term buildout impacts. The DSASP aligned
regulatory changes with environmental documentation
and implementation tools to support streamlined
redevelopment consistent with the adopted Plan.
Economic and Fiscal Analysis of Downtown
Infill Housing
As a follow-up effort, EPS evaluated the economic
and fiscal implications of downtown infill housing,
assessing both direct fiscal impacts and broader
catalytic economic effects. The analysis was informed
by active development projects and interviews with
local businesses and stakeholders, clarifying the
importance of new housing supply in achieving longterm economic expansion.
APPLICATION TO HEALDSBURG
While separate projects, the Santa Rosa General
Plan Update (MIG) and Downtown Station Area
Specific Plan (with EPS providing economic analysis)
collectively demonstrate experience working within
a SMART rail-served jurisdiction to:
» Plan for housing growth and mixed-use
intensification within a SMART rail-served downtown
» Align General Plan policy with station-area
implementation tools
» Reform parking standards to support TOD
» Address infrastructure capacity and
financing strategies
» Integrate economic feasibility analysis into
land use planning
» Deliver award-winning, unanimously adopted
planning documents
This integrated experience directly informs the
approach to Healdsburg’s Station Area Specific Plan,
where housing production, infrastructure readiness,
economic viability, environmental compliance,
and transit integration must be coordinated within
a smaller, yet similarly rail-served, community context.
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Project Title
40City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Location: Santa Clara, CA
Client: City of Santa Clara
Reference: John Davidson,
Principal Planner
City of Santa Clara
(408) 615-2478
[email protected]
Dates: 2018–2022
Budget: $810,000 (Planning
and EIR)
Firms Involved: MIG and EPS
Personnel: Dan Amsden,
Planner; Mukul Malhotra,
Lead Urban Designer; Rishi
Dhody, Project Manager;
Saul Vazquez-Mejia, Urban
Planner; Ray Pendro,
CEQA Lead; Sou Garner,
Engagement Specialist; and
the EPS Economics Team
MIG led the preparation of a comprehensive Vision Plan and two coordinated Specific Plans to transform aging, low-density commercial and industrial areas into high-density, transit-supportive mixed-use neighborhoods. The project required balancing housing production, infrastructure capacity, parking reform, multimodal mobility, public amenities, and equitable financing—closely paralleling the objectives of Healdsburg’s Station Area Specific Plan surrounding the future SMART rail station.
Extensive Public Outreach and Stakeholder Engagement
Led a robust and multilingual engagement process involving property owners, developers, residents, and advisory bodies. Facilitated coordination among multiple landowners and major stakeholders to build consensus around redevelopment intensity, infrastructure investments, and community benefits.
Increased Residential and Commercial Densities
Established a land use framework to guide transformation of underutilized commercial and light industrial parcels into compact, mixed-use neighborhoods. The Freedom Circle Plan alone facilitated a multistructure development delivering 1,075 new residential units, while Patrick Henry Drive enabled a seven-story, mixed-use project with over 300 homes, retail, and community-serving uses.
Affordable Housing Production and Community Benefits
Integrated policies and financing strategies to confirm redevelopment that enhanced public amenities and community benefits, including parks and shared facilities that support equitable neighborhood growth.
City North Vision Plan, Patrick Henry Drive Specific Plan, and Freedom Circle Specific Plan
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 41 Minimum and Maximum Parking Ratios and
Transportation Demand Management (TDM)
Developed parking strategies and shared
infrastructure approaches to support higherdensity development while reducing reliance on surface parking, consistent with transit-oriented
development principles and TDM objectives.
Active Transportation and Shared Mobility
Prepared circulation frameworks that prioritize
pedestrian connectivity, internal block networks,
open space linkages, and connections to regional
trail systems, including a two-acre public park
connecting to the San Tomas Aquino Creek Trail
and Patrick Henry Drive. The Plans strengthened
walkability within a defined planning area and enhanced multimodal access to and through the neighborhood.
Infrastructure and Public Services Planning
The City North Vision Plan included a broad analysis
of infrastructure and service needs to support new
development, while the Specific Plans incorporated
infrastructure and financing plans to equitably fund
public improvements and shared amenities on Patrick
Henry Drive.
Programmatic Environmental Review
Prepared planning and environmental documentation
concurrently, making sure that redevelopment
intensity and infrastructure improvements were
evaluated comprehensively and supported
long-term implementation.
APPLICATION TO HEALDSBURG
This project demonstrates MIG’s ability to guide the
long-term transformation of aging commercial areas
into complete, transit-supportive neighborhoods,
supported by infrastructure planning, financing
strategies, parking reform, public amenities, and
environmental review. The scale of housing delivery
(over 1,375 new units across two districts), integration of public parks, and coordinated infrastructure
framework directly parallels Healdsburg’s need to plan
for increased residential density, multimodal access, and service capacity around the future SMART rail station.
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42 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan MIG prepared Objective Design Standards (ODS) for the City of Concord to support housing production, streamline approvals, and translate adopted land use policy into clear, ministerial development standards. The work focused on areas proximate to the BART station and mixed-use corridors, demonstrating that higher-density residential and commercial development could proceed predictably while preserving community character—directly relevant to Healdsburg’s SMART Station Area planning and implementation objectives.
This project demonstrates MIG’s experience working with mid-sized and smaller jurisdictions seeking to increase housing supply while maintaining regulatory clarity and local identity.
Extensive Public Outreach and Stakeholder Engagement
Worked closely with City staff, community members, developers, and architects to convert subjective design guidelines into quantifiable standards. Engagement focused on maintaining community character while enabling housing production and regulatory streamlining.
Revised Residential and Commercial Densities Near Transit Supported implementation of increased residential and mixed-use densities in areas integrated around the BART station and key commercial corridors, providing zoning and design standards aligned with adopted growth policies and transit accessibility.
Affordable Housing Production and Preservation
Structured standards to facilitate multifamily and mixed-use development while supporting housing affordability objectives through streamlined approvals. By enabling ministerial review, the ODS reduced entitlement uncertainty and helped advance housing production in transit-accessible areas.
Citywide Objective Design Standards (ODS)
Location: Concord, CA
Client: City of Concord
Reference: Mindy Gentry,
Community Development
Director
City of Concord
(925) 671-3369
[email protected]
Dates: 2022–2025
Budget: $175,000
Personnel: Mukul Malhotra,
Principal; Dan Amsden,
Planner;Rishi Dhody, Urban
Designer; and Saul VazquezMejia, Urban Planner
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 43 Minimum and Maximum Parking Ratios and
Private Realm Standards
Developed objective parking standards, including
reduced parking requirements near transit, and created
detailed private realm design standards to manage
building orientation, frontage treatment, articulation, and massing—encouraging parking management
strategies such as shared parking and structured
parking solutions.
Active Transportation and Transit Integration
Established development standards reinforcing
pedestrian orientation, street activation, and walkable block patterns in areas within walking distance of transit.
Standards addressed frontage transparency, entries,
setbacks, and articulation to enhance the public realm
and support non-auto mobility.
Infrastructure and Service Considerations
Coordinated ODS implementation with adopted land
use capacity and infrastructure planning assumptions,
confirming that higher densities aligned with the City’s service framework and long-term capital planning.
Streamlining and CEQA Consistency
As described in the ODS experience overview,
ODS Cumulative Projects, MIG’s standards convert
subjective guidelines into quantifiable criteria,
allowing projects that meet adopted standards to
proceed through ministerial review, significantly
reducing discretionary approvals and supporting
CEQA consistency determinations.
APPLICATION TO HEALDSBURG
The Concord ODS project demonstrates MIG’s ability
to translate station-area growth policies into clear,
enforceable, and objective standards that:
» Support increased residential and commercial
intensity near transit;
» Encourage affordable housing delivery;
» Reform parking requirements and promote
TDM strategies;
» Strengthen pedestrian-oriented private realm
design; and
» Provide predictable, streamlined
implementation tools.
For a community the scale of Healdsburg, this
experience is directly applicable to confirm that the
Station Area Specific Plan is not only visionary, but
also implementable through objective standards
that support SMART station-area development
while preserving community character.
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44 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan MIG led the preparation of the North Healdsburg Avenue Complete Street and Streetscape Plan, a 2.2-mile corridor redesign focused on transforming a major arterial spine into a context-sensitive, multimodal, economically vibrant corridor.
The project builds directly on the Healdsburg 2040 Plan and establishes a clear framework for pedestrian, bicycle, and vehicular improvements that support redevelopment and improved public services.
Given the corridor’s proximity to key commercial and residential areas and its importance as a citywide connector, the project provides a technical and design foundation highly relevant to circulation and infrastructure planning within the future SMART station area.
Extensive Public Outreach and Engagement
MIG conducted a comprehensive engagement program including stakeholder interviews, working group meetings, online and in-person surveys, community design charrettes, and open houses. More than 300 community members participated in an interactive survey that identified multimodal improvement priorities along North Healdsburg Avenue.
Active Transportation and Shared Mobility
The Plan proposes a contiguous, tree-lined sidewalk and protected bicycle facility along the full 2.2-mile corridor, along with redesigned key intersections on North Healdsburg Avenue to provide protected crossings for bicyclists and pedestrians.
These improvements strengthen safe, continuous non-auto mobility—directly applicable to ½-mile station access planning.
Location: Healdsburg, CA
Client: City of Healdsburg
Reference: Larry Zimmer, PE
Director and City Engineer
City of Healdsburg,
Department of Transportation
and Public Works
(707) 431-3346
[email protected]
Dates: 2018–2020
Budget: $266,000
Firms Involved: MIG (lead);
Fehr & Peers; and Corazón
Personnel: Mukul Malhotra,
Principal; Rishi Dhody,
Streetscape Designer; and
Ray Pendro, CEQA Lead
North Healdsburg Avenue Complete Street
and Streetscape Plan
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 45 Parking Management and Public-Private Interface
The design reconfigured travel lanes, parking lanes,
and streetscape standards to respond to varying
right-of-way widths and adjacent land uses. Updated
frontage standards and wayfinding elements improved
the public-private interface and supported economic
development while maintaining emergency access
on North Healdsburg Avenue.
Infrastructure and Stormwater Improvements
The Plan incorporated stormwater bio-swales and
stormwater planters along the corridor to improve
water quality before discharge to Foss Creek. The
team prepared 30% conceptual engineering plans
and cost estimates, confirming that the infrastructure
recommendations were technically feasible and
ready for implementation.
Implementation Framework
The project delivered a detailed implementation
strategy, cost estimates, and phased improvements
designed to catalyze redevelopment and public
investment along the corridor.
APPLICATION TO THE HEALDSBURG
STATION AREA
The North Healdsburg Avenue project demonstrates
MIG’s ability to design and implement contextsensitive Complete Streets improvements within Healdsburg’s regulatory and fiscal environment.
The experience integrating multimodal access,
parking reconfiguration, stormwater upgrades,
and redevelopment strategy directly informs
the circulation, infrastructure, and public realm
components of the Station Area Specific Plan.
This work provides local precedent for delivering
corridor-scale improvements that support housing
growth, economic vitality, and improved multimodal
connectivity—key objectives for planning around the
future SMART rail station.
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46 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Location: Sonoma County,
CA (including Healdsburg)
Client: Sonoma County
Transportation Authority
(SCTA)
Reference: Dana Turréy,
Senior Transportation
Planner | SCTA
(707) 565-5376
[email protected]
Dates: 2023–2025
Firms Involved: Fehr & Peers
and local jurisdiction partners
Personnel: Fehr & Peers
Active Transportation
Planning Team
Fehr & Peers prepared the Countywide Active Transportation Plan (ATP) and jurisdictionspecific plans for seven agencies, including the City of Healdsburg. The Healdsburg ATP identifies pedestrian, bicycle, and shared mobility improvements that directly support access within and beyond the ½-mile radius of the future SMART rail station, providing a technical foundation for station-area circulation planning.
Extensive Public Outreach and Engagement
Conducted three phases of community engagement, including focus groups, pop-up events, advisory meetings, walking and biking tours, and online surveys and mapping tools. Draft recommendations were reviewed in May 2024 through countywide forums and community meetings.
Active Transportation and Shared Mobility
Identified priority pedestrian and bicycle routes, intersection safety improvements, and network gaps to strengthen non-auto access to rail, downtown, and employment areas.
Equity and Inclusive Access
Applied equity-based project prioritization and partnered with communitybased organizations to provide broad participation and improved access for underserved populations.
Implementation and Funding Strategy
Established short-, medium-, and long-term capital projects, policy recommendations, and funding opportunities to advance multimodal improvements supporting transit-oriented growth.
APPLICATION TO HEALDSBURG
The Healdsburg ATP provides ready-to-implement multimodal infrastructure recommendations that can be directly integrated into the Station Area Specific Plan, increasing housing and commercial density near the SMART station and supporting safe, connected, and equitable active transportation networks.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 47 California Residential Displacement Mitigation Studies Location: Multiple
Jurisdictions, CA
Client: Multiple Agencies
(including Los Angeles
County, Cities of Mountain
View and El Segundo)
Reference: Wayne Chen,
Housing Director
City of Mountain View
(650) 903-6462
[email protected]
Dates: Multiple studies from
2021–Ongoing (Santa Rosa
Northeast Specific Plan;
Hanford HSR Station Area Plan;
Stockton Boulevard Corridor
Plan; Los Angeles County;
Mountain View; and El Segundo)
Firms Involved: EPS
Personnel: EPS’s Housing and
Economic Policy Team
EPS has supported multiple California jurisdictions in evaluating residential displacement risks and mitigation strategies associated with rising housing costs, redevelopment, and transit-oriented growth. These studies directly inform policies regarding zoning, affordable housing preservation, and public investment—issues highly relevant to Healdsburg’s planning around the future SMART rail station and increased development intensity.
Affordable Housing Preservation and Protection
For Los Angeles County, EPS evaluated displacement risk across 20 community areas, analyzing demographic and economic indicators affecting lower-income and minority households. The County subsequently adopted a “no-net-loss” policy for lower-income housing and retained EPS to assess the feasibility of replacement requirements and impact fees. This work informed the County’s Affordable Housing Preservation Ordinance (2021), which requires either replacing removed lower-income units or paying a mitigation fee.
Transit-Adjacent and Corridor-Based Planning
EPS provided displacement analysis and mitigation strategies for the Santa Rosa Northeast Specific Plan, Hanford HSR Station Area Plan, and Stockton Boulevard Corridor Plan, confirming that housing growth near transit investments was paired with policies to reduce involuntary displacement and preserve affordability.
Feasibility-Based Mitigation Strategies
For the Cities of Mountain View and El Segundo, EPS evaluated when and where replacement requirements for lower-income units would be financially feasible, balancing preservation objectives with overall housing production goals. The work analyzed development economics to understand tradeoffs between preserving existing housing stock and facilitating new residential development.
Zoning and Implementation Tools
Across jurisdictions, EPS’ recommendations shaped updates to zoning, impact fee structures, and affordable housing preservation policies, confirming that mitigation strategies were legally defensible and financially viable.
APPLICATION TO HEALDSBURG
As Healdsburg considers increased residential density and mixed-use development within the SMART station area, displacement risk and affordability preservation will be critical policy considerations. EPS’ experience designing no-net-loss frameworks, replacement requirements, feasibility-tested impact fees, and transit-area mitigation strategies provides a strong foundation for integrating equitable housing protections into the Station Area Specific Plan while maintaining financial feasibility and housing production goals.
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48 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Location: Healdsburg, CA
Client: City of Healdsburg
Reference:
Stephen Sotomayor,
Housing Director
City of Healdsburg
(707) 431-3396
[email protected]
Dates: Ongoing (past
decade)
Firms Involved: EPS
Personnel: EPS’s Housing
and Economic Policy Team
EPS has worked with the City of Healdsburg for over a decade to address housing supply constraints, affordability challenges, and growth limitations within a highly desirable and constrained market. This work directly informs the Station Area Specific Plan, particularly as the City considers increased residential density and mixed-use development near the future SMART rail station.
Healdsburg’s voter-approved Growth Management Ordinance limiting housing to 30 units per year, coupled with high housing demand and non-resident ownership, has required carefully structured policy responses grounded in feasibility and fiscal realities.
Affordable Housing Production and Preservation
EPS led the preparation of the City’s 6th Cycle Housing Element, adopted in May 2023 and certified by HCD in June 2023. The work established a compliant framework for housing production and affordability strategies aligned with State requirements.
EPS also drafted the City’s original Inclusionary Zoning Ordinance and subsequently updated inclusionary in-lieu fees to reflect market conditions and financial feasibility.
Housing Growth Strategy and Regulatory Reform
EPS prepared revisions to the Growth Management Ordinance, evaluating how to balance community character with housing supply needs. The team identified opportunity sites and the necessary policy adjustments to increase production while maintaining voter-approved constraints.
Feasibility-Based Implementation
The work included detailed financial feasibility analysis, housing needs assessment, and economic forecasting to confirm that policies were realistic and legally defensible.
EPS assessed the financial implications of inclusionary requirements, development capacity, and funding strategies.
Funding Strategy and Public Investment
EPS identified and forecasted new affordable housing funding sources and assisted with negotiations for individual affordable housing projects, confirming implementation tools matched fiscal capacity.
APPLICATION TO THE HEALDSBURG STATION AREA
As the City prepares the Station Area Specific Plan, housing capacity, affordability, displacement risk, and regulatory constraints will be central issues. EPS’ deep familiarity with Healdsburg’s market dynamics, Growth Management framework, inclusionary policies, and Housing Element commitments positions the team to integrate station-area density with feasible and equitable housing implementation strategies.
This experience confirms that station-area planning will not only increase residential opportunity but will do so in a manner consistent with the City’s adopted policies, fiscal realities, and long standing community objectives.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 49 Understanding the Healdsburg Context
The RFP clearly outlines the major tasks required
to complete the Healdsburg Station Area Specific
Plan and Programmatic EIR. Our understanding of
the assignment begins with recognizing that these
tasks are highly interrelated and must be sequenced
strategically to allow for technical consistency,
informed decision-making, and timely completion.
The work program is organized into coordinated phases
that align directly with the City’s Scope of Services:
project initiation and baseline analysis; alternatives
development and evaluation; Preferred Plan refinement;
infrastructure and fiscal strategy; environmental
documentation; and final adoption. Each phase builds
logically upon the previous phase, with defined
milestones, City review points, and clear deliverables.
PROVIDE LOCAL AND REGIONAL
CONTEXT SENSITIVITY
Healdsburg is a highly desirable and economically
successful city with a population of approximately
11,000, including a significant Hispanic community
that represents roughly one-third of the population.
The City’s compact downtown, fine-grained block
pattern (approximately 250–300 feet), trail system
connecting north to south, and strong pedestrian
orientation are defining assets that must be reinforced— not compromised—by future growth. At the same time,
the planned SMART station and Priority Development
Area present a rare opportunity to thoughtfully
increase residential and commercial density while
preserving neighborhood character and supporting
local businesses.
The Station Area presents complex and interrelated
considerations. Healdsburg’s fine-grained block
structure, walkable downtown, extensive trail system,
and pedestrian-oriented streets are assets that
must be reinforced as growth occurs. At the same
time, higher densities and new building types will
require careful calibration to avoid displacement
of residents and local businesses. Economic and
development feasibility is central to confirm that
recommendations related to density, affordability,
infrastructure investment, and parking reforms can be
implemented successfully in real market conditions.
PROVIDE GROUNDED, INCLUSIVE, AND
IMPLEMENTATION-FOCUSED
The assignment is rooted in a clear understanding that
the Specific Plan must be both visionary and practical.
Our work will be organized into coordinated phases
aligned with the City’s Scope of Services, beginning
with project initiation and baseline analysis, advancing through alternatives development and preferred
plan refinement, and culminating in environmental
documentation and adoption. Each phase will produce
clear deliverables and defined review milestones to
support timely City decision-making and maintain
schedule accountability.
E. Proposed Approach and Work Plan
The project area has a number of assets including diverse mix of destinations, historic character and a distinct fine grained ‘Healdsburg’ scale.
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50 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan The Specific Plan needs to be guided by three
core principles:
1. Build on Past and Concurrent Planning Efforts
and Citywide Initiative
Healdsburg already has strong planning
documents, a progressive City Council, and an
engaged, informed staff. MIG will treat adopted
plans, policies, and community investments as
a strong baseline, focusing the Specific Plan
on addressing gaps, constraints, and emerging
challenges rather than “resetting” prior efforts.
Early tasks, including existing conditions analysis,
market assessment, infrastructure capacity review,
and community outreach, will be conducted
concurrently and synthesized into a unified
opportunities-and-constraints framework. This
integrated baseline will directly inform land
use and circulation alternatives, confirming
that subsequent phases build logically from
verified data and community input.
2. Plan at a Human Scale While Advancing TransitOriented Density The Station Area must evolve in a way that
respects Healdsburg’s walkable streets,
limited roadway widths, and pedestrian-first
environment. Our land use and urban design
strategy will identify opportunity sites—including
industrial, agricultural transition areas, and
lower-intensity commercial parcels—where
increased residential and commercial densities
can be accommodated appropriately. Prototype
testing and feasibility modeling will confirm that
higher-density mixed-use development aligns
with the block structure, sensitively transitions
to established neighborhoods, and supports longterm economic vitality.
Parking strategies will move beyond traditional
minimum standards to establish context-sensitive
minimum and maximum parking ratios supported
by TDM policies, shared parking strategies, and
pricing mechanisms. These tools will be evaluated
in coordination with transportation modeling
and infrastructure capacity analysis to confirm
that land use intensity, mobility improvements,
and environmental performance remain aligned
throughout the planning process.
Alternatives development, feasibility testing, and
circulation analysis will proceed iteratively, allowing refinement before advancing to the Preferred Plan.
This confirms that density recommendations are
technically supported, economically viable, and
publicly informed before formal documentation.
3. Provide Feasibility, Equity, and Housing Stability
Affordable housing production and preservation
are central to this effort. Building upon the City’s
Inclusionary Housing Ordinance and Housing
Element implementation programs, MIG will
develop strategies to incentivize affordable units
near the station, support middle housing typologies,
and prevent displacement of existing residents.
We will assess impacts to affordable housing and
identify preservation tools, acquisition strategies,
and targeted zoning or incentive programs that
maintain socioeconomic diversity.
Economic and development feasibility is not
a supporting task—it is central to the Plan’s success.
MIG will integrate market analysis, prototype testing,
fiscal screening, and housing impact analysis
throughout the process to confirm that recommended
densities and development standards are deliverable
and financially viable. These findings will directly
inform infrastructure planning, fiscal strategy, and
CEQA analysis, reinforcing consistency across all
major components of the Plan.
A wide variety of affordable housing stock exists within walking distance of the future SMART station.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 51 IMPLEMENT COMMUNITY ENGAGEMENT
AS A PARTNERSHIP
Healdsburg is a city where people care deeply and
participate actively. The RFP calls for extensive public outreach and engagement, including the formation
of a Community Advisory Committee and a Technical
Advisory Committee. MIG’s engagement strategy is
designed to meet and exceed this expectation.
Our team will implement a bilingual, culturally
responsive engagement program that:
» Actively engages residents, property owners,
business owners, youth, seniors, and non-Englishspeaking populations. » Provides Spanish-language materials, translation
services, and ADA-compliant digital engagement
tools, including graphic-oriented online
(Maptionnaire) surveys
» Includes outreach to small businesses,
“mom-and-pop” establishments, and essential
neighborhood destinations.
» Utilizes pop-up events at some of the locations listed above, as well as key community events. Combined
with the online surveys, this approach confirms that
the consultant team goes to people at times that are
convenient for them, rather than expecting people to
come to us.
» Track and ‘course correct’ outreach to confirm that
engagement is equitable and we are listening to both
community leaders as well as the silent majority that
have traditionally not been included in similar efforts. » Utilize visual simulations, building prototypes, and
interactive workshops to make density, parking
reform, and infrastructure trade-offs tangible and
understandable.
» Engages City Council and Planning Commission
early and consistently to maintain alignment and
transparency.
Engagement activities will occur throughout all
project phases, beginning with visioning and existing
conditions, continuing through alternatives testing,
and culminating in review of the Draft Specific Plan
and EIR. Each milestone will result in documented
summaries, presentation materials, and clear direction
to guide the next phase of work.
This approach confirms that all key project
recommendations are shaped by community input
and grounded in shared understanding. Working
with the City of Healdsburg on the North Healdsburg
Avenue Complete Street Plan, MIG and Corazón
successfully conducted equitable community
engagement that included bilingual online surveys
and community meetings, Spanish-only pop-up
meetings, stakeholder listening sessions, and design
charrette breakout groups, culminating in City Council
approval. Over 400 people participated in this process.
ADVANCE MULTIMODAL ACCESS,
CONNECTIVITY, AND TDM POLICIES
Active transportation and shared mobility within and
to/from areas within a half-mile of the future SMART
rail station are foundational elements of the Specific
Plan. MIG will develop a multimodal access and
connectivity strategy that:
» Strengthens pedestrian and bicycle connections
between neighborhoods, downtown, and the station.
» Builds upon the City’s north–south trail system
and existing walkable block structure.
» Addresses bridge and right-of-way constraints
with realistic improvements.
» Incorporates shared mobility options and transitsupportive design standards. » Aligns parking reform and TDM policies
with improved multimodal infrastructure.
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52 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Transportation modeling, parking strategy
development, and land use planning will be
coordinated to confirm that circulation improvements
support projected buildout conditions and inform the
programmatic EIR analysis.
The result will be a coordinated land use and circulation framework that prioritizes walking, biking, and transit access while maintaining safety and functionality.
COORDINATE INFRASTRUCTURE AND
SERVICES PLANNING
The area east of the Healdsburg Memorial Bridge
currently lacks public services, including water, sewer, and stormwater infrastructure. Addressing these
deficiencies is essential to supporting higher-density
development.
MIG will prepare an infrastructure development and
services plan that:
» Evaluates existing utility capacity and future
demand based on the preferred land use scenario.
» Identifies phased improvements to water,
wastewater, and stormwater systems.
» Integrates sustainable stormwater and low-impact
development strategies.
» Distinguishes between improvements needed
for existing deficiencies and those required for
future growth.
» Develops an implementation and financing
framework to support infrastructure delivery.
Infrastructure analysis will be conducted in parallel
with Preferred Plan development so that land use
assumptions, fiscal analysis, and CEQA documentation
reflect consistent buildout projections.
This integrated infrastructure strategy enables growth
aligned with service capacity and fiscal responsibility.
DELIVER STREAMLINED ENVIRONMENTAL
REVIEW AND IMPLEMENTATION
A key objective of the Specific Plan is the preparation ofa programmatic EIR that allows for future streamlining of development projects consistent with the Plan.
MIG’s CEQA staff will conduct a comprehensive
environmental analysis to evaluate buildout conditions, identify mitigation measures, and establish a defensible baseline for future projects.
Environmental documentation will proceed concurrently
with Draft Plan preparation to confirm technical
alignment and schedule efficiency. Transportation
modeling, infrastructure capacity analysis, housing
projections, and land use assumptions will directly
inform impact analysis and mitigation strategies.
By preparing a robust programmatic EIR with clear
development standards and mitigation measures,
the City will be positioned to reduce project-level
uncertainty, shorten entitlement timelines, and
provide greater predictability to property owners and
developers—while maintaining environmental integrity.
Working on transit-oriented development projects in small and large cities, including Santa Clara, El Cerrito, and Mt. View, MIG and F&P developed context-sensitive parking ratios and other TOD-friendly policies that have been successfully implemented and have led to greater mode shift towards walking, biking, and transit.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 53 FROM VISION TO ACTION
The ultimate measure of success for the Healdsburg
Station Area Specific Plan is whether it can be
implemented incrementally, equitably, and with
broad community support. MIG’s experience
delivering adopted specific plans throughout California confirms that the final Plan will not only meet TOC
Policy requirements but also serve as a trusted
roadmap for decision-makers, residents, and investors.
By combining a deep understanding of Healdsburg’s
unique context with extensive public engagement,
calibrated increases in residential and commercial
density, affordable housing preservation strategies,
multimodal improvements, infrastructure investment
planning, coordinated task sequencing, and
a streamlining programmatic EIR framework, MIG
is uniquely qualified to help the City realize the full potential of the Station Area while preserving what
makes Healdsburg special.
MIG brings a proven track record of delivering complex
station area and specific plans that balance ambitious
policy goals with local context, market feasibility,
and community trust. As illustrated in the preceding
project descriptions, MIG has successfully led transitoriented development and station area planning efforts throughout California in communities facing challenges
similar to Healdsburg—including integrating higherdensity housing into established neighborhoods, advancing affordable and middle housing strategies,
preparing programmatic CEQA documents, and
coordinating closely with City staff, elected officials, and regional agencies. These projects demonstrate
MIG’s ability to translate regional mandates into locally responsive, implementable, economically realistic, and
broadly supported plans. The same integrated planning,
engagement, and implementation-focused approach
showcased in these project examples will be applied
directly to the Healdsburg Station Area Specific Plan.
Working with the City of El Cerrito, MIG developed the
San Pablo Ave Specific Plan and Programmatic EIR that
has been successfully implemented. A wide variety of
public and private developments include over 700 units
of housing that have been built, including over 200
units of below-market housing, over 120,000 sq. ft. of
commercial space, including renovation of about 50,000
sq. ft. of vacant or underutilized buildings, enhanced
trail connections to the train station, and much-needed community open space, including community gardens.
Project Work Plan
The following describes the MIG Team’s Scope of Work
to assist the City of Healdsburg with the Healdsburg
Plan Area Specific Plan referred to as “Plan Area.” The Scope of Work builds upon the RFP and is structured
so that each task includes discrete deliverables and
tangible outcomes, confirming that each phase of
work builds on the previous phase and that the project
moves forward within the allotted timeframe. This
includes a summary of anticipated meetings and all
deliverables for each project phase.
For clarity, the MIG Team refers to MIG and its
subconsultants, while “Project Team” refers to
the MIG Team and City staff.
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54 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan TASK 1. PROJECT INITIATION AND
MANAGEMENT (MONTH 1 TO MONTH 30)
Task 1.1: Project Kickoff Meeting and Site Visit
MIG will lead the Project Team in a two (2)-hour
in-person meeting to confirm project goals, desired
outcomes, key project challenges and opportunities,
and review assignments and deliverables under the
scope of work. The Kickoff Meeting will also discuss
relevant background information and documents
for the existing conditions analysis, arrangement
of informational meetings with relevant Agency
staff members, development of the community
engagement strategy, and project management.
The meeting will be followed by a tour of the Plan Area and adjacent neighborhoods. The scope assumes City
staff will assist in developing the exact itinerary for the Plan Area tour. MIG will prepare an agenda and a Plan
Area background presentation for the meeting. We will
also prepare a simple aerial base map for use during
the tour to orient participants. As part of the overall project initiation, MIG CEQA staff will also confirm
the CEQA scope of work and discuss project details,
schedule, roles and responsibilities, communication
protocols, and any outstanding issues.
MIG will also prepare a summary of the meeting and
the Plan Area tour in a PowerPoint format for the City
to review. The summary will also include follow-up
action items for the Project Team.
Task 1.2: Project Management and
Coordination Meetings
Key staff from MIG will attend biweekly, one (1)-hour
project management virtual meetings for up to
60 meetings over 30 months. It is envisioned that
these meetings will include MIG’s Project Manager,
Deputy Project Manager, and Principal-in-Charge to
discuss specific topics and deliverables. This task
also includes internal coordination with the MIG
Team during the project.
Task 1.3: Project Management, Oversight,
and Quality Control
This task includes MIG’s time for ongoing project
management, team coordination during the project,
and monthly project invoices and status reports. This
task also includes regular oversight of the statement
of work, budget management, and QA/QC monitoring,
as well as ad hoc voice and email communications.
Task 1.4: Planning Commission and City
Council Support
MIG will maintain continuous communication and
engagement with the Planning Commission (PC) and
City Council (CC) to share regular updates at major
milestones. This will confirm that the project remains
aligned with community goals and is informed by the
expertise of these bodies. The scope assumes MIG
attending up to four (4) study session meetings (2
each for PC and CC) during Tasks 1 through 4. These
meetings will happen at key milestones of the project,
such as during the existing conditions and visioning
phase, and the draft concepts phase. A separate PC
and CC meeting is scoped under Task 5 to review the
Preferred Plan prior to drafting the Specific Plan. MIG will work with City staff to identify the meeting windows to conduct these meetings/study sessions. MIG will
attend the meeting with two (2) staff members to help
present, facilitate the discussion, and gather feedback.
MIG will prepare meeting materials and presentations in advance of each meeting and share a draft with the City to review. The scope assumes the City will provide one
set of consolidated non-conflicting comments on the
meeting materials. MIG will prepare a summary of the
meetings in PowerPoint format for the City to review.
Task 1 Deliverables
» Kickoff Meeting
― Agenda (Word/Email/PDF)
― Presentation (PPT/PDF)
― Plan Area Aerial Base Map (PPT/PDF)
― Meeting Summary and Action Items
(PDF/Email)
» Up to 72 Biweekly project management meetings
― Meeting agendas and summaries (email)
» Project Status Reports (PDF)
» Invoices (PDF)
» PC and CC Meetings
― Agendas (Word/PDF)
― Presentation (PPT/PDF)
― Attendance at up to four (4) meetings/study
sessions
― Summary Memo (Word/PDF)
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 55 TASK 2. COMMUNITY ENGAGEMENT
STRATEGY (MONTH 1 TO MONTH 30)
The MIG Team’s Community Engagement Strategy will
be a phased, inclusive, and action-oriented program
designed to meaningfully involve residents, businesses, property owners, and stakeholders in and around
the Plan Area. Grounded in co-creation and culturally
competent outreach, the strategy will be coordinated
closely with City staff and community partners to
confirm engagement activities align with key project
milestones and directly inform the vision, land use
and circulation alternatives, infrastructure planning,
and final Preferred Plan.
Our approach is centered on broad, layered outreach
designed to maximize participation and meaningful
dialogue. Engagement efforts will intentionally reflect the community’s diversity, including residents of
all income levels, races, and ethnic backgrounds;
employees of local businesses; community- and faithbased organizations; and staff from public agencies serving the area. We will strive to contact all business and property owners and residents within the Plan
Area boundary and up to 500 feet beyond.
The primary goals of the strategy are to:
» Engage as many residents, businesses, and
property owners as possible;
» Provide accessible information about the goals
and policies of the General Plan, Housing Element,
Central Healdsburg Avenue Plan, TOC Policy, and
recent changes in State housing law;
» Clearly communicate the purpose, benefits, impacts,
and implementation timing of the Specific Plan; and
» Provide meaningful opportunities for community
members and stakeholders to shape the future of
their community, including development of the Plan
Area vision, land use and circulation alternatives,
and the final preferred alternative.
To reach individuals who may not typically participate
in planning processes, we will prioritize accessible,
community-based engagement techniques, multilingual
materials (English and Spanish), and flexible in-person and digital formats. Outreach will specifically
address low-income residents and non-English
speakers. Meeting materials will include clear visual
tools—such as renderings, viewshed analyses,
photographic simulations, and interactive map-based
engagement—to translate complex planning concepts
into understandable and engaging content. Community
feedback will be documented and directly incorporated
into the draft Specific Plan.
Our engagement process will begin with coordination
with City staff to refine outreach tactics and identify key community partners. We will maintain ongoing
coordination and conduct focused outreach to
businesses, landowners, developers, agencies, and
elected officials to understand concerns, align with City goals, and confirm realistic implementation strategies.
Two advisory committees (Community (CAC) and
Technical (TAC)) will be formed as part of the
engagement strategy. These committees will meet
independently at key milestones to review and comment
on the outreach approach, the existing conditions
report, land use and circulation alternatives, the
preferred alternative, the infrastructure plan, and the draft Specific Plan, providing sustained stakeholder
input throughout the planning process.
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56 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Task 2.1: Community Engagement Plan
Building on coordination with City staff during project initiation and informed by the Existing Conditions and
Opportunities analysis, the MIG Team will prepare
a detailed Community Engagement Plan (CEP) to guide
inclusive, transparent, and culturally competent outreach throughout the Plan Area Specific Plan process.
The CEP will establish a structured yet flexible
framework for involving residents, businesses, property owners, community organizations, and agency partners
in meaningful ways at each major project milestone.
The CEP will identify methods for co-creating outcomes
with the community—particularly related to housing,
density, circulation, infrastructure, and anti-displacement strategies—and confirm that engagement efforts
advance equity, accessibility, and transportation justice consistent with the City’s goals and the TOC Policy.
The CEP will:
» Define outreach goals, target audiences, key
messages, and engagement methods aligned with
major project phases, including Existing Conditions,
Alternatives, Preferred Plan, and Draft Specific Plan.
» Identify community partners—including communityand faith-based organizations, business associations, youth and senior groups, and regional agency
partners—to help refine outreach strategies and
expand participation.
» Establish a phased engagement schedule
coordinated with project milestones and
decision points.
» Include a broad spectrum of engagement techniques
(workshops, pop-ups, stakeholder interviews,
surveys, digital platforms, community events, and
committee meetings) to reach individuals who may
not typically participate in planning processes.
» Provide a strategy for contacting all property
owners, businesses, and residents within the Plan
Area boundary and up to 500 feet beyond.
» Provide bilingual (English and Spanish) materials
and meetings and incorporate accessibility
measures for individuals with disabilities across
all engagement activities.
» Establish outreach metrics to evaluate participation
levels, demographic reach, and overall effectiveness,
with regular monitoring and adjustments.
We anticipate that the CEP will function as a living
document. It will be reviewed and, if necessary, refined at key project milestones to address emerging issues,
improve participation outcomes, and confirm that
engagement metrics are being met. This adaptive
approach will allow the City to remain responsive
to community needs while maintaining a clear and
accountable engagement process.
Task 2.2: Project Branding and
Outreach Collateral
The MIG Team will develop cohesive project
branding and outreach materials that align with
the City of Healdsburg’s branding standards and
clearly communicate the Plan Area’s purpose and
importance. The branding will reflect the Plan’s focus
on transit-oriented development, housing opportunity,
multimodal access, and community-centered growth
around the future SMART station.
MIG’s communications staff will develop up to three
(3) logo concepts for City review. Following feedback,
we will refine the preferred concept and deliver
one (1) finalized project logo along with a concise
branding guide to maintain consistent application
across all materials.
To support internal consistency and quality control,
MIG will prepare standardized templates consistent
with MIG’s QA/QC protocols and graphic standards.
These templates will provide clear communication,
visual consistency, and technical accuracy across all
project materials. Templates will include:
» Memorandum templates (technical memoranda,
summary memoranda, and transmittals)
» Presentation templates (City Council, Planning
Commission, CAC/TAC, and community workshops)
» Report and deliverable templates (Existing
Conditions Report, Alternatives Report, Draft
and Final Specific Plan chapters)
» Outreach board and workshop display templates
» Meeting summary and comment documentation
templates
All templates will incorporate clear formatting
standards, version control protocols, and document
review procedures consistent with MIG’s internal QA/
QC standards to provide professional, accurate, and
complete submittals.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 57 To support broad and inclusive outreach, MIG will
prepare marketing and notification materials to promote community engagement activities. All materials will be
bilingual (English and Spanish) and ADA-accessible, in
accordance with the RFP requirements. The MIG Team
will draft all required public notices and direct mailing materials; the City will be responsible for disseminating all public notices and distributing direct mailings.
While final tools and strategies will be confirmed
at the project kickoff meeting, anticipated materials
and activities include:
Paper Flyers
MIG will design a one (1)-page (double-sided) bilingual project flyer providing background information on
the Plan Area, meeting dates, project goals, and
sources for additional information. Flyers will be
distributed at community meetings and posted at City
Hall, the library,and other community locations. The
budget assumes preparation and printing of three (3)
rounds of flyers aligned with each major Community
Engagement Series.
Postcards
MIG will develop bilingual postcard content to notify
residents, property owners, and area businesses within
the Plan Area boundary and up to 500 feet beyond.
The postcards will promote upcoming workshops and
engagement opportunities. MIG will prepare the design
and content; it is assumed the City will manage printing and mailing. The budget includes three (3) rounds of
postcard content corresponding to each Community
Engagement Series.
Posters
MIG will design bilingual posters for display in highly visible community locations such as storefronts,
community centers, and public buildings. Posters may
include tear-off information strips or QR codes linking to additional project information. Distribution will also provide opportunities for direct outreach to merchants
and property owners. The budget assumes three (3)
rounds of posters.
Social Media Campaign
MIG will develop a coordinated social media campaign
aligned with each of the three (3) Community
Engagement Series. Content will be tailored for the
City’s existing platforms, including Facebook, Instagram, Nextdoor, and the City newsletter. A posting timeline
will be developed in coordination with City staff.
MIG will prepare bilingual graphics, captions, and
messaging; City staff will post to official City channels.
All outreach collateral will be designed to clearly
explain the Specific Plan’s purpose; its relationship
to the General Plan, Housing Element, Central
Healdsburg Avenue Plan, and TOC Policy; and the
benefits and impacts of implementation. Visual
materials will support understanding of technical
planning topics, including land use alternatives,
density, circulation, parking, infrastructure
improvements, and affordable housing strategies.
This integrated branding, communications, and QA/
QC-driven documentation approach will confirm that
the Healdsburg Plan Area Specific Plan process is
highly visible, professionally presented, and accessible to the full community while maintaining consistency
and technical rigor across all deliverables.
Task 2.3: Inclusive Stakeholder Engagement
Meetings (up to eight (8))
The MIG Team will implement an inclusive, culturally
responsive stakeholder engagement process designed
to involve a broad cross-section of the Healdsburg
community. The strategy will proactively engage
property owners, business owners, residents, local
organized groups, seniors, youth, non-English-speaking
persons, City staff, and elected and appointed officials— both within the Plan Area and citywide.
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58 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan At the outset of the planning process, the MIG Team will conduct up to eight (8) one (1)-hour in-person or virtual meetings with key project stakeholders. These meetings
will inform early visioning, identify opportunities and constraints, and help refine outreach strategies.
Stakeholders may include neighborhood associations,
downtown and business associations, the Chamber
of Commerce, property owners, youth advisory
groups, school representatives, local developers,
advocacy organizations, Spanish-speaking community
groups, and other language or cultural organizations
identified during early outreach. Additional check-in
meetings may occur throughout the project to maintain
communication and respond to emerging issues.
In collaboration with CSS, the MIG Team will design and deploy inclusive outreach materials—such as postcards,
yard signs, flyers, and posters—to promote broad
community awareness and participation. Materials will
be developed in English and Spanish, with additional
languages provided as identified through early
outreach or requested by the City. All materials will be culturally responsive and designed to meet residents,
business owners, and property owners where they
already gather, lowering barriers to engagement
and increasing participation among historically
underrepresented populations.
CSS will provide translation services for meetings,
materials, and engagement activities to provide
meaningful access to project information and
participation opportunities. Outreach metrics,
participation data, and demographic information
will becollected and summarized to monitor
engagement effectiveness and representation.
To further elevate business perspectives, CSS staff
will conduct one (1) structured business walk in the
downtown and station-adjacent areas. This effort will
include on-the-ground engagement by at least three (3)
CSS staff members (Project Manager and two Project
Coordinators) to:
» Visit businesses and distribute outreach materials;
» Collect contact information for ongoing
communication; and
» Document business owner perspectives related
to access, mobility, parking, economic vitality, and
potential displacement concerns.
Findings from the business walk will be summarized
in a memorandum and shared with the project team
to inform technical, economic, circulation, and policy
analyses, so that local business voices meaningfully
shape Plan recommendations.
Throughout the process, stakeholder input will be
documented, summarized, and incorporated into the
development of land use and circulation alternatives,
the Preferred Plan, and implementation strategies.
Engagement outcomes will be tracked to confirm broad
participation and to continuously refine outreach efforts.
Task 2.4: Community Advisory Committee (CAC)
The MIG Team will support the City of Healdsburg in
establishing a Community Advisory Committee (CAC)
to provide community-based input throughout the
planning process.
The CAC will include property owners and business
owners within the Plan Area, members of the
development community, representatives of local
organized groups, and residents and business owners
from areas outside the Plan Area. The CAC will serve
in an advisory capacity to provide feedback on key
milestones and help assure that community priorities
are reflected in the Plan Area Specific Plan.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 59 Unless otherwise noted, all CAC meetings are
assumed to be up to two (2) hours in length and
attended by up to three (3) MIG Team members.
MIG will assist the City with:
» Preparing a recommended CAC structure and
membership framework
» Identifying stakeholder categories and
representation goals
» Drafting an invitation letter and role description
» Developing meeting objectives tied to
project milestones
The CAC will meet at four (4) major milestones during
the project to review and provide input on key work
products.
Task 2.5: Technical Advisory Committee (TAC)
The MIG Team will support the City of Healdsburg
in establishing a Technical Advisory Committee
(TAC) to provide technical review and coordination
throughout the planning process.
The TAC will include technical experts from City
departments and partner agencies, including
Sonoma-Marin Area Rail Transit (SMART),
Metropolitan Transportation Commission (MTC),
Sonoma County Transportation Authority (SCTA),
and other relevant agencies.
The TAC will provide technical input on transportation, infrastructure, land use, housing, environmental
considerations, and implementation feasibility to
confirm that plan concepts are realistic and aligned
with agency requirements.
Unless otherwise noted, all TAC meetings are assumed
to be up to two (2) hours in length and attended by up
to three (3) MIG Team members.
MIG will assist the City with:
» Preparing a recommended TAC structure and
coordination framework
» Identifying participating departments and agencies
» Drafting meeting objectives aligned with
project milestones
The TAC will meet at four (4) major milestones during
the project.
Task 2.6: Translation Services
Consistent with RFP requirements, Spanish translation
services will be provided for all public notices, public meetings, and project materials, including content
prepared for the project website. Translation services
will support meaningful and equitable participation
throughout the Specific Plan process.
In coordination with the MIG Team and City staff, CSS
will provide written and verbal translation services to provide inclusive access to project information and
engagement opportunities. Translation services will
include:
» Written translation of public notices, direct mail
materials, outreach collateral (flyers, postcards,
posters), and meeting materials
» Translation of presentation materials,
summaries, and key project documents
intended for public distribution
» Verbal interpretation services for public
meetings, stakeholder meetings, workshops,
and pop-up events
» Translation of surveys and related engagement tools
» Translation of website content and milestone updates
Translation support will be coordinated with the overall CEP and adapted based on community needs identified
early in the project.
All translation services will be designed to provide
accuracy, cultural competency, and clarity, supporting
broad participation among Spanish-speaking and other
non-English-speaking community members.
Task 2.7: Project Website
The MIG Team will support the development of
project-related website content for the Plan Area.
Consistent with RFP requirements, the website will
provide information about all aspects of the planning
process and will be hosted and maintained by the City.
A separate website or content management system
will not be developed.
The MIG Team will assist the City by preparing clear,
accessible, and visually engaging content for posting
on the City’s website. All website content will be
prepared in both English and Spanish and designed
to comply with Americans with Disabilities Act (ADA)
accessibility requirements.
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60 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Under this task, the MIG Team will:
» Prepare draft webpage narrative describing the
project purpose, background, schedule, and
opportunities for participation (English and Spanish);
» Provide digital-ready versions of project deliverables, maps, graphics, renderings, and images for posting;
» Prepare bilingual milestone updates corresponding
to key phases of the project (e.g., Existing Conditions, Alternatives, Preferred Plan, Draft Plan);
» Draft bilingual meeting notices, announcements, and
engagement summaries for website publication;
» Confirm that all posted materials are ADA-compliant,
including screen-reader compatibility, alternative text for images, properly tagged PDFs, and accessible
formatting; and
» Coordinate with City staff regarding content updates, posting schedules, formatting requirements, and
translation timing.
The City will be responsible for hosting the website,
posting materials, and maintaining the webpage. The
MIG Team will provide organized, bilingual, web-ready
content packages to streamline posting and provide
timely updates aligned with project milestones.
With this approach, the Specific Plan website will serve as a centralized, accessible, and bilingual source of
information for the community while leveraging the
City’s existing web platform and infrastructure.
Task 2 Deliverables
» Community Engagement Plan Memo (Word/PDF)
» Outreach Collateral
― Up to three (3) logo concepts for City review
(JPEG/PDF)
― Up to one (1) finalized logo (JPEG/PDF)
― Up to one (1) branding guide (PDF)
― Up to one (1) memorandum template (Word/PDF)
― Up to one (1) presentation template (PPT/PDF)
― Up to three (3) bilingual notices (content), flyer
design, postcard (content), social media (content)
for community meetings (Word/PDF)
» One (1) comprehensive stakeholder contact list
(Excel/PDF)
» Up to eight (8) one (1)-hour stakeholder meetings
(in-person or virtual)
» Stakeholder meeting agendas and materials
(Word/PDF)
» One (1) compilation memo summarizing key themes
from all stakeholder meetings (Word/PDF)
» One (1) structured business walk in downtown
and station-adjacent areas
» One (1) Business Walk Findings Memorandum
summarizing perspectives on (Word/PDF):
» Identification and Formation of CAC
» Identification and Formation of TAC
» Translation of meeting materials for all public-facing meetings (agendas, presentations, handouts)
» Translation of community workshop materials
(boards, comment forms, summaries)
» Translation of project website content and milestone
updates (minimum three [3] major updates)
» Interpretation services for:
― Minimum three (3) community workshops
― Up to four (4) CAC meetings
― Up to ten (10) stakeholder meetings
― One (1) business walk
― Provision of bilingual facilitation support at pop-up outreach events (minimum three (30 events)
» One (1) initial website content package (English and
Spanish), including:
― Project overview and purpose
― Planning area description
― Project schedule and milestones
― Opportunities for participation
― Contact information
» Milestone Updates (Bilingual)
― Minimum of four (4) bilingual milestone content
updates aligned with key project phases:
• Community Engagement Strategy/
Project Launch
• Existing Conditions and Visioning
• Land Use and Circulation Alternatives
• Preferred Plan and Draft Specific Plan
― Each update will include:
• Summary narrative (English and Spanish)
• Downloadable deliverables (PDF format)
• Supporting graphics, maps, or renderings
(as applicable)
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 61 TASK 3. EXISTING CONDITIONS REPORT
(MONTH 1 TO MONTH 6)
Task 3.1: Existing Conditions and Opportunities
The MIG Team will prepare a comprehensive Existing
Conditions and Opportunities Report for the Plan
Area. This work will establish the regulatory, physical, environmental, and urban context baseline to inform
the development of land-use and circulation alternatives and to serve as the CEQA environmental setting.
Base and Context Mapping (MIG)
MIG will create a project basemap and a suite of initial context mapping early in the process. Publicly available resources, County Assessor data, aerial photography,
and City-provided GIS/CAD files will be used to create
a scaled, consistent basemap for use throughout the
project.
The scope assumes preparation of up to eight (8) base
and context maps, including:
» Plan Area Basemap (parcel)
» General Plan Land Uses
» Existing Land Uses (based on County Assessor data)
» Zoning and overlay districts
» Proposed and pending projects
» Public realm and open space
» Infrastructure and service areas
» Opportunities and constraints
» Historic Resources Overlay Map (draft and final)
MIG will develop a list of GIS, CAD, Excel, and aerial
photo data needed to develop the base maps and
analysis. The scope assumes the City will provide
available datasets as a starting point. Draft base and
context maps will be shared in PowerPoint format for
City review, and the scope assumes one (1) consolidated set of City comments.
MIG will work closely with City staff to confirm the Plan Area boundary during Phase 1. The boundary may be
refined based on early community feedback.
Policy and Regulatory Review (MIG)
MIG will review adopted City policies and regulations
affecting the Plan Area, including the General Plan,
Housing Element (2023–2031), Central Healdsburg
Avenue Plan, Zoning Code, Inclusionary Housing
Ordinance, Active Transportation Plan, and relevant
regional policies such as MTC’s TOC Policy.
A Policy and Regulatory Review Memorandum
will summarize development standards, density
allowances,parking requirements, and regulatory
constraints and opportunities.
Physical and Urban Context Assessment (MIG)
MIG will conduct site visits to assess the current
physical condition of the public and private realms
inthe Plan Area, including:
» Land use mix and development patterns
» Streetscape standards and design character
» Public art, placemaking, and cultural assets
» Landscaping, trees, and open space
» Physical constraints and redevelopment
opportunity sites
Historic Resources (MIG)
MIG will prepare a memo that outlines, synthesizes,
and maps previous documentation relating to historic
resources in the Plan Area, including, but not limited
to, the 1983 citywide survey, the 2001 Train Depot
investigation, and the 2011 cultural resources survey
of the Plan Area.
In addition, MIG’s architectural historians and
preservation planners will conduct a one-day site
visit to document the character of the Plan Area.
Combined with an understanding of known and
potential historic resources, the character study will
inform the development of land use recommendations
in the Preferred Plan. The scope assumes the use of
existing materials to examine historic resources, not
the preparation of a new survey.
Findings will be summarized in an Existing Context
Analysis Memorandum identifying assets, constraints,
issues, and opportunity areas.
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62 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Task 3.2: Existing Multimodal
Transportation Analysis
The transportation approach for the Plan Area focuses
on evaluating development capacity in the South Entry
Area and around the future SMART station, with an
understanding of the implications for transportation
infrastructure. Consistent with MTC’s TOC Policy and
Plan Bay Area 2050, the Plan must accommodate
increased housing—particularly affordable housing—
and commercial development while prioritizing transit,
walking, bicycling, and shared mobility. For the Plan
Area, this means reducing reliance on single-occupancy
vehicles through targeted investments in multimodal
infrastructure and aligning parking standards with
anticipated lower auto use.
The City has already advanced these objectives through
adoption of the 2023 Housing Element, the 2025 Active
Transportation Plan, citywide speed limit reductions to improve walk and bike comfort, and collaboration with
the development community on projects such as the
Mill District. These efforts position the area immediately surrounding the SMART station to support transitoriented development.
However, areas east of the Healdsburg Avenue Bridge
present additional transportation challenges. Access
across the Russian River is constrained, and the
Bridge’s limited width and height, along with suboptimal pedestrian and bicycle facilities, restrict multimodal
connectivity. Improving access may require substantial
infrastructure investment. If such enhancements are not feasible, development intensity in this area may need
to be calibrated to existing transportation capacity or designed to minimize off-site auto travel.
Fehr & Peers will prepare the transportation portions
of the Existing Conditions and Opportunities report,
including mapping current infrastructure elements, such as vehicle, walking, and cycling networks; and mapping
and describing rail and bus transit infrastructure and
programs. We have assumed the development of seven
(7) maps: infrastructure elements and truck routes; bike comfort; walking issues and opportunities (including
sidewalk gaps); and traffic crash summaries. The transit description will take into account the Marin-Sonoma
Coordinated Transit Service (MASCOTS) Plan that
reduces regional bus service and refocuses local bus
service as feeders to SMART.
The infrastructure assessment will focus on safety,
comfort, and access, identifying constraints to new
development and opportunities to address access
constraints, particularly in the area east of the
Healdsburg Avenue Bridge. It will describe parking
and transportation demand management (TDM)
practices employed in more recent developments
within the Plan Area.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 63 » Safety: The January 2025 Active Transportation
Plan (ATP) summarizes the portions of the 2022
Countywide High Injury Network (HIN) that
exist within Healdsburg. SCTCA has continued
to evolve the data and analytics used to derive
the HIN, including work that Fehr & Peers is
supporting to automate processes for adding
new data as it becomes available and to refine
the analytics included in the Sonoma County
Vision Zero Dashboard. These will inform an areaspecific update to crash summaries within the Plan Area, with an emphasis on killed and severeinjury (KSI) crashes. » Comfort: The ATP contains a level of traffic
stress (LTS) data for the entire city based on
conditions in 2025. The City has since conducted
a comprehensive study of posted speed limits that
reduces posted speeds on several roadways within
the Plan Area. LTS data will be updated to reflect
revised speed limits and recently implemented
infrastructure projects.
» Access: While transportation impact analyses
commonly use vehicle miles of travel (VMT) per
capita as the basis for determining impacts, it is
good practice that large area plans consider traffic
operations in assessing development capacity
and identifying measures to build infrastructure to
support new development. Fehr & Peers will work
with the City to identify prior analyses conducted as
part of new development in the SMART station area
and the area east of the Healdsburg Avenue Bridge.
This will include identifying intersections and other
facilities that represent vehicle capacity constraints, determining the availability of traffic data to analyze the level of service (LOS) at these locations, and
coordinating new traffic counts to be collected.
This transportation scope assumes that intersection
analysis will be conducted at up to 10 locations and
that new counts will be conducted at all locations.
Analysis will be conducted for typical weekday AM
and PM peak hours using Synchro/SimTraffic. Transit
access will be summarized, including a brief history
of SMART, its scheduled arrival in Healdsburg,
and the transit service program anticipated upon
arrival. Bus services will be mapped and described
for current conditions and conditions with the
implementation of the MASCOTS Plan. Designated
truck routes will be mapped, and constraint points
identified—most notably the Healdsburg Avenue
Bridge over the Russian River.
Fehr & Peers will prepare a Transportation
memorandum documenting the above analysis,
which will be integrated into the larger Existing
Conditions Report.
Task 3.3: Community Assessment
MIG will prepare a Community Assessment evaluating
demographic and social conditions in and around the
Plan Area.
This analysis will include:
» Population and household characteristics
» Income levels and vulnerable populations
» Housing tenure and affordability conditions
» Jobs–housing balance
» Access to transit and essential services
» Equity considerations
This assessment will inform equity priorities and provide context for housing and anti-displacement strategies.
BKF will support preparation of the Existing Conditions Report by evaluating civil infrastructure systems and
constraints within the Specific Plan boundary, with
particular attention to the area east of the Healdsburg Memorial Bridge. The assessment will leverage available utility maps, utility master plans, and studies, and will be conducted at a planning level (no hydraulic modeling).
Our analysis will include:
» Review of Existing Utility Infrastructure: Compile
and review available information on sanitary sewer,
storm drainage, and domestic water systems; identify
major facilities and summarize known capacity/
operational constraints.
» Planned Capital Improvement Projects: Review
the adopted Capital Improvement Plan and related
documents to identify planned utility/drainage
projects that may influence the feasibility of certain
land planning scenarios.
» Utility Deficiencies East of the Healdsburg
Memorial Bridge: Identify existing service
gaps and constraints for water, wastewater,
and storm drainage on the east side that may
affect redevelopment feasibility and intensity.
We have also included time to interface with City Public Works staff to discuss known problem areas and to gain
first-hand knowledge about existing utility systems.
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64 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Task 3.4: Market Demand Analysis
Consistent with the RFP’s objective to evaluate
development capacity, support transit-oriented
development, and provide plan concepts that are
financially feasible and implementable, EPS will
evaluate demographic, economic, and real estate
market trends to inform landuse opportunities in the
Plan Area. This analysis is essential to confirm that
the Specific Plan reflects realistic market conditions, supports housing production consistent with the
Housing Element and MTC’s TOC Policy, and advances
economic vitality while remaining financially viable.
The Market Demand Analysis will identify
opportunities, constraints, and policy considerations
that influence development potential within the
Plan Area. EPS will conduct a market demand
and development feasibility analysis to evaluate
opportunities for residential and commercial
development and forecast development potential
under current and anticipated market conditions.
The key to achieving higher-density housing and
commercial revitalization will be analyzing the financial feasibility of various housing types and forecasting
when market conditions will support construction.
The market demand and development feasibility
analysis will include:
» Residential Market Analysis: This task will evaluate
market potential for multifamily housing, drawing
on demographic and socioeconomic trends to
estimate demand for both market-rate and affordable
housing types. Analysis will also reference existing
housing needs assessments prepared in previous
studies and other relevant studies to address the
ongoing need for affordable housing (available to
households earning less than 120% of the median
household income).
» Commercial Market Analysis: Demand for
commercial, industrial, and institutional uses in the
Plan Area will be assessed by tracking economic and
employment trends in Sonoma County, analyzing
current commercial inventories, rents, vacancies,
and emerging opportunities tied to SMART transit
service. Best practices for retail repositioning will
also be reviewed to address challenges facing
traditional retail spaces.
» Land Use and Employment Forecast: The feasibility
analysis will forecast development potential and
absorption through the planning period’s horizon
year. This effort will integrate landuse capacity data
from the Specific Plan effort, government agency
forecasts, private-sector trends, and historical data.
Insights into multifamily and commercial demand
will inform when pricing and rents may reach levels
necessary to support development.
The findings will inform capacity estimates for
development, infrastructure planning, affordable
housing strategy development, and the evaluation of
potential policy tools and incentives. Results will be
summarized in a Market Conditions Memorandum and
coordinated with land use alternatives development and
subsequent feasibility testing.
Task 3.5: Affordable Housing and AntiDisplacement Strategy EPS understands that the City is interested in how
the Specific Plan buildout may impact non-subsidized
affordable housing units in or near the Plan Area.
EPS will use data regarding demographic and economic
trends to evaluate the degree to which disadvantaged
or vulnerable populations may be affected by the
Specific Plan. The analysis will consider:
» Existing naturally occurring affordable housing
» Housing cost burden trends
» Displacement risk factors
» Market pressures associated with
transit-oriented development
EPS will prepare a memorandum detailing mitigation
strategies available to the City, including policy tools and funding strategies that could be incorporated
into later phases of the Specific Plan.
Task 3.6: Technical Advisory Committee (TAC)
Meeting #1
The TAC will review technical findings related to
transportation, infrastructure capacity, environmental
considerations, and development feasibility. Input will guide the preparation of alternatives.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 65 Task 3.7: Community Advisory Committee (CAC)
Meeting #1
The CAC will review existing conditions findings
and community input regarding opportunities and
constraints within the Plan Area. Feedback will inform
the development of land use and circulation alternatives.
Task 3.8: Community Workshop #1
Following completion of the Existing Conditions
Report, the MIG Team will facilitate an in-person
community visioning workshop to introduce the project
and gather input on community priorities. This initial
workshop will invite participation from residents,
business owners, property owners, and community
members with an interest in the Plan Area and the
broader Healdsburg community.
The purpose of this meeting is to understand
community issues, identify opportunities and
constraints, and gather input to inform the
development of landuse and circulation alternatives.
Anticipated outcomes include:
» Introducing community members to the project
purpose, schedule, and decision points;
» Reviewing potential major vision elements and
goals for the Plan Area;
» Identifying opportunities and constraints within the
Plan Area;
» Discussing potential future land uses and
development character;
» Exploring multimodal connectivity options and
access priorities; and
» Identifying potential opportunities and challenges
to create community-centered transit-oriented
development.
The workshop will combine educational materials (maps,
diagrams, data summaries) with interactive activities,
including small-group discussions and mapping
exercises, to identify important locations, development preferences, public amenity opportunities, and
circulation improvements.
Task 3.9: Pop-Up Engagement/Informal Events #1
To complement Workshop #1 in Task 3.8 and broaden
participation beyond traditional meeting formats, the
MIG Team, in partnership with Corazón, will conduct
up to two (2) bilingual pop-up engagement events
during the visioning and existing conditions phase.
The MIG Team will coordinate with the City and
Corazón to identify key gathering spaces within and
near the Plan Area—such as supermarkets, schools,
community centers, transit-adjacent locations, and
neighborhood events—to meet residents where they
are already spending time. Up to two (2) MIG Team
members, supported by Corazón staff, will facilitate
each pop-up event.
Corazón will conduct intentional, relationship-centered outreach to support participation, prioritizing trust,
accessibility, and culturally responsive engagement.
Outreach strategies may include:
» Door-to-door engagement in mapped local
neighborhoods;
» Personalized phone calls offering direct invitations to participate;
» Culturally responsive mass text messaging; and
» Distribution of bilingual flyers through active
programs, workshops, and daily office visits.
These approaches will help assure that community
members—particularly those who may not typically
participate in public processes—are informed,
welcomed, and empowered to share input.
Pop-up materials will be designed for flexible use
in outdoor and high-traffic settings and may include
poster-sized maps, visual boards, handouts, and brief
survey prompts. The first round of pop-ups will focus on:
» Community vision for the Plan Area
» Opportunities and constraints
» Desired land uses and development character
» Multimodal access priorities
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66 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan » City staff may also use the prepared materials to
host additional informal outreach activities if desired.
Feedback will be collected through interactive
mapping exercises and in-person survey questions.
Responses will be documented, categorized by
location and topic, and summarized in a format
consistent with other engagement tools.
In partnership with Corazón, CSS will provide
relationship-centered outreach support during pop-up
engagement activities to expand participation and
deepen trust with residents, small businesses, and
underrepresented stakeholders.
CSS will conduct informal engagement through
brief conversations, one-on-one check-ins with key
stakeholders, and targeted outreach to clarify project
goals, identify opportunities and concerns, and
document community priorities. Outreach strategies
may include door-to-door engagement, personalized
phone calls, culturally responsive text messaging, and
distribution of bilingual flyers through active community networks.
Through this process, CSS will help surface early
input related to:
» Small business stabilization and preservation
strategies
» Anti-displacement considerations for residents
» Workforce development and local hiring
opportunities
» Live-work and small-scale entrepreneurial needs
» Employer engagement and downtown
economic vitality
Findings from this informal outreach will be summarized and coordinated with the broader planning, housing,
and feasibility analysis to inform the development of
landuse and circulation alternatives.
Task 3.10: Community Survey #1
To complement Workshop #1 and the Pop-Up
Engagement Events, the MIG Team will develop
and launch an online community survey to
broaden participation and capture input from
community members who may not be able to
attend in-person events.
The online survey will be designed to mirror the
activities conducted during the in-person workshop
and pop-up events in Task 3.9, maintaining consistency
across engagement methods. The MIG Team proposes
using Maptionnaire, a map-based platform that allows
participants to place locator pins anywhere on an
interactive map and respond to a series of focused and
open-ended questions. Responses are georeferenced
and will be used to identify existing mobility issues,
opportunities, and constraints, as well as desired
future development options within the Plan Area.
The survey will be provided in English and Spanish.
The Maptionnaire platform allows translation into
multiple languages, and additional languages may be
incorporated through coordination with translation
services, if requested by the City.
The survey will be distributed through multiple channels to maximize participation, including:
» City social media platforms
» Email distribution lists
» Community partner networks
» Flyers and printed materials
» Direct outreach through Corazón’s relationshipcentered engagement strategies The MIG Team will prepare email and social mediablast narratives, along with bilingual flyers for project partners to share. A print version of the survey will also be developed for dissemination at pop-up events to
provide accessibility for individuals without reliable
internet access.
Upon completion of the survey period, the MIG Team
will compile responses and prepare a summary report
in PowerPoint format. The report will present findings
in a highly visual and concise manner, including maps,
charts, and key themes, and confirm that the results are easily understood by the community and accessible in
digital format. Survey findings will directly inform the development of land use and circulation alternatives.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 67 Task 3 Deliverables
» Up to eight (8) base and context mapping (JPEG/PDF)
» Existing Context Analysis Memorandum (Word/PDF)
» Policy and Regulatory Review Memorandum
(Word/PDF)
» Physical and Urban Context Assessment (Word/PDF)
» Historic Resources Technical Report and Character
Study (Word/PDF)
» Existing Multimodal Transportation Analysis
Memorandum, including up to seven (7) maps
(Word/PDF)
» Community Assessment Memorandum (Word/PDF)
» Residential Market Analysis Memorandum
(Word/PDF)
» Commercial Market Analysis Memorandum
(Word/PDF)
» Land Use and Employment Forecast
Memorandum(Word/PDF)
» Affordable Housing and Anti-Displacement Strategy
Memorandum (Word/PDF)
» TAC and CAC Meeting Presentation (PPT/PDF)
» TAC and CAC Meeting agenda and summary
(Word/PDF)
» Community Workshop #1 for up to two (2) hours
with up to three (3) MIG Team Members
» Community Workshop meeting agenda, presentation,
poster materials, and summary (Word/PDF)
» Up to two (2) in-person pop-up events with up
to two (2) MIG Team Members
» In-person door-to-door engagement with
employers, business owners, and residents, and
preparation of a combined summary (Word/PDF)
» Pop-up poster materials and summary (Word/PDF)
» Up to one (1) print and online community survey
(Maptionnaire)
TASK 4. LAND USE AND CIRCULATION
ALTERNATIVES ANALYSIS (MONTH 7 TO
MONTH 13)
Task 4.1: Technical Advisory Committee (TAC)
Meeting #2
The TAC will review draft alternatives, including
transportation modeling results, infrastructure
implications, and housing feasibility considerations.
Input will inform refinement toward the Preferred Plan.
Task 4.2: Community Advisory Committee (CAC)
Meeting #2
The CAC will review draft land use and circulation
alternatives and participate in a facilitated discussion of trade-offs, development strategies, and mobility
concepts. Input will guide refinement toward the
Preferred Plan.
Task 4.3: Building Prototype Testing and
Feasibility Analysis
To inform the development of landuse alternatives
and confirm that proposed densities and development
standards are economically viable, the MIG Team
and EPS will conduct building prototype testing and
feasibility analyses for key development scenarios
within the Plan Area.
Prototype Testing
MIG will design and develop up to six (6) building
prototypes, informed by discussions with City staff and community input, market findings, and transportation
constraints. These prototypes will reflect a range of
development types that may occur within the half-mile
radius of the SMART Station, including variations in land use mix, density, building height, and site configuration.
Each prototype will illustrate:
» Representative land use mix (residential, mixed-use,
commercial, or adaptive reuse);
» Development intensity and height assumptions;
» Approximate unit yields or square footage;
» Conceptual site layouts and building envelopes; and
» Planning-level cost assumptions for site
development.
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68 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan These prototypes will be used to test development
scenarios under the alternatives and to evaluate tradeoffs between density, design standards, and feasibility.
Once the prototypes are finalized, EPS will develop
proformas to test economic performance.
Feasibility Analysis
EPS will use a developer-pro forma cash flow model
to test the economic feasibility of up to six (6) building prototypes. EPS will utilize data from multiple sources, including other project work with developers,
stakeholder interviews, and construction cost databases to inform assumptions on pricing, hard and soft costs
(e.g., financing, architecture, permits, and fees), and threshold return metrics.
The analysis will use these models to test the
implications of pricing, the efficacy of potential
development incentives, and the adaptive reuse of
transitioning or obsolete land uses. The feasibility
testing will help identify realistic development capacity, potential redevelopment barriers, and the types of
policy tools or incentives that may be necessary to
achieve the desired outcomes under the Specific Plan.
Results of the prototype testing and feasibility analysis will be summarized in a memorandum and coordinated
with refinement of the land use alternatives and
Preferred Plan.
Task 4.4: Alternatives Report
Building on the Existing Conditions analysis, community engagement, market findings, and technical input from
the CAC and TAC, the MIG Team will prepare two (2)
land use and circulation alternatives for the Plan Area.
Each alternative will incorporate public input,
revitalization strategies, development opportunities,
and infrastructure considerations identified in
prior tasks. The alternatives will reflect a range of
development intensities and land use mixes consistent
with the Housing Element, TOC Policy requirements,
and Plan Bay Area 2050 goals, while responding to
local context and transportation constraints.
Land Use and Change Areas
The MIG Team, working closely with City staff, will
develop two (2) distinct land use frameworks that
illustrate potential development patterns within the
Plan Area. Each alternative will include:
» Land use maps identifying residential, mixed-use,
commercial, employment, and open space areas;
» Development intensity assumptions (heights,
densities, and FAR ranges);
» Identification of opportunity and change areas;
» Strategies to increase housing variety
and affordability;
» Approaches to retaining and enhancing
neighborhood-serving businesses;
» Concepts to support transit-oriented development
within the half-mile station radius; and
» Public realm and open space opportunities.
MIG will prepare illustrative diagrams and graphics
to clarify development concepts and communicate
differences between alternatives.
Circulation and Multimodal Strategy
Each alternative will include a multimodal circulation
framework evaluating:
» Street network modifications and access
improvements
» Transit access and first/last-mile connectivity
» Bicycle and pedestrian improvements
» Bridge access considerations and east-of-bridge
constraints
» Parking supply and management strategies
Fehr & Peers will prepare the transportation portion
of the alternatives analysis, including quantifying
VMT and LOS and deriving circulation systems for
two (2) project alternatives. Trip generation estimates will be based on MXD+, a custom tool developed by
Fehr & Peers and approved for use by the EPA and
ITE that was revalidated post-pandemic. Potential
transportation systems will be mapped for all travel
modes. To the extent that major infrastructure changes
are contemplated, Fehr & Peers will prepare trade-off
illustrations to convey the costs and benefits.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 69 Fehr & Peers will develop initial recommendations
on parking standards to apply within the ½-mile
radius of the SMART station and in areas outside this
boundary, drawing on parking standards used by
comparable agencies for other MTC TOC projects.
Initial recommendations will include minimum and
maximum parking requirements, specific parking
recommendations for each of the two alternatives,
and associated parking management and
transportation demand practices.
Prototype and Feasibility Coordination
Prototype testing and feasibility findings from Task 4.3 will be integrated into the alternatives to confirm that the proposed densities and development standards
are economically viable.
Alternatives Report
The MIG Team will consolidate the land use concepts,
circulation strategies, transportation analysis,
feasibility findings, and policy considerations into
a comprehensive, visually engaging Alternatives Report.
The report will:
» Clearly describe each alternative and its key features; » Illustrate trade-offs between policy and land
use choices;
» Summarize transportation implications and
infrastructure needs;
» Identify opportunities and constraints associated
with each alternative; and
» Present evaluation criteria to support the selection
of a Preferred Plan.
The MIG Team will also provide high-level feedback on
how utility infrastructure constraints and opportunities shape landuse alternatives and development intensity.
This includes evaluating whether sanitary sewer
capacity could be a limiting factor.
The document will be designed to communicate
complex planning, mobility, housing, and economic
development concepts in a clear and accessible format
for City staff, advisory committees, and the community.
The scope assumes one (1) consolidated set of City
comments on the Draft Alternatives Report.
Task 4.5: Pop-Up Engagement / Informal
Events #2
To complement Workshop #2 in Task 4.6 and gather
input on draft land use and circulation alternatives,
the MIG Team and Corazón will conduct up to two (2)
additional bilingual pop-up or informal outreach events during the alternatives phase.
These events will focus on presenting initial alternatives in accessible, visual formats and gathering feedback
from residents, businesses, and stakeholders who
may not attend formal workshops. Outreach will again
prioritize high-traffic community locations and include relationship-centered engagement strategies led by
Corazón, including door-to-door outreach, phone
invitations, mass text messaging, and flyer distribution.
Materials will be updated to reflect draft alternatives and may include:
» Simplified land use concept maps;
» Circulation and connectivity diagrams;
» Housing mix and affordability concepts; and
» Infrastructure and public realm recommendations.
Interactive boards and brief in-person survey prompts
will allow participants to compare alternatives, identify preferences, and highlight concerns. Up to two (2)
MIG Team members, with Corazón support, will staff
each event.
Feedback will be documented, sorted by alternative and
topic area, and summarized to inform refinement of the
Preferred Plan. Quantifiable input (e.g., prioritization exercises, ranking activities) will be compiled to
align with other engagement data collected through
workshops and advisory committee meetings.
Building on the outreach approach established in
Task 3.9, CSS will use similar relationship-centered
engagement methods during the alternatives phase
to gather feedback on emerging land use and
circulation alternatives.
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70 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Outreach will focus on clarifying alternatives, identifying trade-offs, documenting questions and concerns, and
capturing community priorities to inform refinement
of the Preferred Plan. Engagement may include brief
pop-up conversations, targeted stakeholder check-ins,
and structured input collection from small businesses,
employers, and residents.
Feedback will help shape recommendations
on inclusive economic development, workforce
opportunity strategies, small-business resilience,
and anti-displacement considerations associated
with revitalization.
Task 4.6: Community Workshop #2
The MIG Team will facilitate a second in-person bilingual workshop to present and gather feedback on initial land use and circulation alternatives developed in response
to community input and technical analysis.
The purpose of this workshop is to review alternative
strategies, evaluate trade-offs, and gather community
direction to refine a Preferred Plan.
Anticipated outcomes include:
» Presentation of alternative land use concepts
and development intensity options;
» Review of multimodal circulation concepts and
connectivity improvements;
» Discussion of housing mix, affordability strategies,
and community-serving uses;
» Identification of preferred elements and areas
of concern; and
» Collection of input to guide refinement of the
Preferred Plan.
This workshop will also include interactive exercises
to allow participants to compare alternatives,
comment on specific sites, and prioritize infrastructure and public realm improvements.
Meeting notices, bilingual materials (English and
Spanish), facilitation, and workshop summaries will
be provided. All community input will be documented
and integrated into subsequent phases of the
planning process.
Task 4 Deliverables
» TAC and CAC Meeting Presentation (PPT/PDF)
» TAC and CAC Meeting agenda and summary
(Word/PDF)
» Up to six (6) development prototypes
(PPT/Word/PDF)
» Feasibility analysis memorandum for up to six (6)
development prototypes (PPT/Word/PDF)
» Draft Specific Plan Alternatives Summary (PPT/PDF)
» Final Specific Plan Alternatives Summary (PPT/PDF)
» Up to two (2) in-person pop-up events with up
to two (2) MIG Team members
» Pop-up poster materials and summary (Word/PDF)
» In-person door-to-door engagement with employers,
business owners, and residents, and preparation of
a combined summary (Word/PDF)
» Community Workshop #2 for up to two (2) hours
with up to three (3) MIG Team members
» Community Workshop agenda, presentation,
poster materials, and summary (Word/PDF)
TASK 5. PREFERRED PLAN (MONTH 7 TO
MONTH 13)
Building on prior technical analysis and community
engagement, the MIG Team will develop specific
recommendations for inclusion in the Specific Plan.
These will include a preferred land use and circulation plan; a multimodal access and connectivity strategy;
an accessible design strategy; and a parking analysis
and management approach.
Together with the Affordable Housing and AntiDisplacement Strategy developed in Task 3, these elements will establish the Plan’s framework and define a clear implementation strategy.
Task 5.1: Technical Advisory Committee (TAC)
Meeting #3
The TAC will review the Preferred Plan and associated
traffic, infrastructure, housing, and implementation
findings to confirm technical feasibility prior to drafting the Specific Plan.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 71 Task 5.2: Community Advisory Committee (CAC)
Meeting #3
The CAC will review the Preferred Plan, including land
use, housing, mobility, and implementation strategies.
Input will guide final refinements prior to Planning
Commission review.
Task 5.3: Preferred Plan Development
Building on the evaluation of alternatives, community
input, TAC guidance, and feasibility analysis, the
MIG Team will prepare a refined Preferred Plan for
the Plan Area. The Preferred Plan will integrate land
use, mobility, housing, placemaking, accessibility,
and parking strategies into a coordinated and
implementable framework.
Land Use Refinement
The MIG Team will refine the Preferred Plan land use
diagram to reflect community direction and technical
feasibility. Refinements will address:
» Development intensity, density ranges, and
building heights;
» Urban design transitions and neighborhood
compatibility;
» Historic character considerations and contextsensitive development; » Identification of key opportunity and change
areas; and
» Integration of affordable housing and antidisplacement strategies.
Illustrative diagrams and graphics will clarify the
intended development form and character.
Multimodal Access and Transportation Analysis
Following development of the Preferred Plan, Fehr &
Peers will prepare a traffic impact analysis that includes refined Level of Service (LOS) analysis for the ten (10) intersections evaluated through the Existing Conditions Report, vehicle miles of travel (VMT) impact analysis or exemption justification, review of safety impacts, truck and transit access and circulation, and consistency with Active Transportation Plan (ATP) recommendations for
walking and bicycling infrastructure.
The analysis will evaluate transportation impacts under buildout conditions and confirm alignment with regional growth forecasts, safety standards, and MTC’s TOC
Policy. Findings will inform refinement of circulation
improvements, infrastructure needs, and
implementation strategies.
Placemaking and Public Realm Strategy
The MIG Team will develop placemaking strategies
to enhance public spaces, walkability, and community
assets within the Plan Area. This will include:
» Identification of priority public spaces, plazas,
and open space connections;
» Streetscape and pedestrian realm improvements;
» Activation strategies for key corridors and
gateways; and
» Integration of community-serving uses.
These strategies will reflect inclusive engagement
findings and reinforce a community-centered, transitoriented development framework.
Accessible Design Strategy
The Preferred Plan will incorporate an accessible
design strategy to provide usability for people of
all ages and abilities. The MIG Team will develop
guidelines promoting universal design principles for
new development, public spaces, and transportation
improvements, including accessible pathways,
crossings, and public realm features that are
consistent with ADA standards and best practices.
Parking Analysis and Strategy
Fehr & Peers will develop parking recommendations,
including parking supply recommendations
and management practices. This will include
ideas for operationalizing shared parking and
recommendations for managed parking.
The parking analysis will assess projected demand
under buildout conditions and recommend strategies
consistent with transit-oriented development principles and the TOC Policy, balancing reduced auto reliance
with practical access needs.
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72 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan BKF will provide focused civil engineering input to
confirm key utility assumptions, identify constraints
and opportunities, and confirm that the existing and
proposed utility infrastructure is sufficient to support the Preferred Plan’s proposed land-use scenario.
The Preferred Plan and supporting analyses will be
documented in a Preferred Plan Summary Report and
presented to the CAC, Planning Commission, and City
Council for review and direction.
Task 5.4: Affordable Housing/Anti-Displacement
Building on the Affordable Housing and AntiDisplacement Strategy prepared in Task 3.5, the MIG Team and EPS will refine and integrate housing policies and anti-displacement measures into the Preferred Plan.
This task will analyze neighborhood composition
and assess the potential impacts of revitalization and
transit-oriented development on existing residents
and businesses. The analysis will consider:
» Demographic and income characteristics;
» Existing naturally occurring affordable
housing (NOAH);
» Housing cost burden and tenure patterns;
» Vulnerable populations at risk of displacement; and
» Market pressures associated with increased
development capacity.
Affordable housing objectives will be advanced through
targeted programs, regulatory tools, and development
agreements that align with the Housing Element and
TOC Policy requirements. Strategies may include
inclusionary housing approaches, preservation of
existing affordable units, incentives for mixed-income
development, adaptive reuse considerations, and
partnerships to support affordable housing production.
EPS will work with MIG to identify which policies
and strategies from the Affordable Housing and
Anti-Displacement Strategy should be incorporated
into the Preferred Plan. This will confirm that
housing affordability goals are embedded in
landuse recommendations, development standards,
and implementation measures.
Recommendations will be summarized and integrated
into the Preferred Plan framework and implementation
strategy to support equitable development and longterm community stability.
Task 5.5: Pop-Up Engagement/Informal Events #3
Following CAC Meeting #3 and prior to Planning
Commission and City Council review, the MIG Team,
in partnership with Corazón, will conduct informal
community outreach activities to gather feedback
on the Preferred Plan.
Up to two (2) pop-up or community-based outreach
events will be held at accessible, high-traffic locations within and near the Plan Area. These efforts are
intended to reach residents, businesses, and
stakeholders who may not participate in advisory
committee meetings but wish to provide input before
the Plan advances to formal hearings.
The MIG Team will prepare outreach toolkits to
support these efforts. Toolkits will include clear,
simplified summaries of the Preferred Plan, land
use and circulation maps, visual materials, and brief
comment forms. Materials will be provided in English
and Spanish and formatted for flexible use in informal
settings. City staff may also utilize these toolkits to support additional outreach, if desired.
Corazón will support participation through relationshipcentered engagement strategies, including door-to-door outreach, personalized phone calls, culturally responsive text messaging, and distribution of bilingual flyers.
Feedback collected during informal outreach will be
documented, organized by topic area, and summarized
in a memorandum. Key findings and community themes
will be incorporated into presentation materials and
shared with the Planning Commission and City Council
to inform deliberations on the Preferred Plan.
Consistent with the outreach methods described in
Task 3.9, CSS will conduct informal outreach during the Preferred Plan phase to gather focused input prior to
Planning Commission and City Council review.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 73 Engagement efforts will prioritize small business
owners, residents, workforce representatives, and key
employers to confirm that the Preferred Plan reflects
community priorities in economic stability, housing
affordability, and equitable development.
Input collected during this phase will inform refinement of implementation tools, funding strategies, and policy recommendations that complement the Preferred Plan
framework.
Task 5.6: Planning Commission and City Council
Meetings
The Preferred Plan will be presented to the Planning
Commission (PC) and City Council (CC) for feedback
and refinement prior to drafting the Specific Plan. The purpose of these meetings is to confirm alignment with
community goals, confirm policy direction, and obtain
guidance before advancing to the preparation of the
Draft Plan.
Under this task, the scope assumes up to two (2) study
session meetings—one (1) with the Planning Commission
and one (1) with the City Council—to review and discuss the Preferred Plan.
MIG will work with City staff to identify appropriate
meeting windows and coordinate scheduling. MIG will
attend each meeting with up to two (2) Team members
to present the Preferred Plan, facilitate discussion,
respond to questions, and document feedback.
Input received from the Planning Commission and City
Council will guide refinement of the Preferred Plan prior to drafting the Specific Plan.
Task 5 Deliverables
» TAC and CAC Meeting Presentation (PPT/PDF)
» TAC and CAC Meeting agenda and summary
(Word/PDF)
» Draft and Final Preferred Specific Plan Summary
(InDesign/PDF)
» Affordable Housing/Anti-Displacement Strategies
and Polices Memorandum (Word/PDF)
» Up to two (2) in-person pop-up events
» Pop-up poster materials and summary (Word/PDF)
» In-person door-to-door engagement with employers,
business owners, and residents, and preparation of
a combined summary (Word/PDF)
» PC and CC Meeting Agendas (Word/PDF)
» PC and CC Meeting Presentation (PPT/PDF)
» Attendance at up to two (2) PC and CC meetings/
study sessions
» PC and CC Meeting Summary Memo (Word/PDF)
TASK 6. INFRASTRUCTURE DEVELOPMENT
AND SERVICES PLAN (MONTH 7 TO
MONTH 13)
Task 6.1: Infrastructure and Service Needs and Costs
BKF will prepare a proposed utility infrastructure plan for the Specific Plan Area. We anticipate the utility
infrastructure improvements will be focused on the
area east of the Healdsburg Memorial Bridge, but will
also identify infrastructure improvements within the
Specific Plan Area needed to support the Preferred
Plan. The Infrastructure Development and Services
Plan will focus specifically on the following areas:
Sanitary Sewer Infrastructure
The area east of the Healdsburg Memorial Bridge
is not currently served by the City’s sanitary sewer
system. BKF will work with City Public Works staff to
analyze options for extending service to this area at
a planning level. Based on BKF’s previous and ongoing
work on the Healdsburg Memorial Beach project with
Sonoma County Regional Parks, a new sanitary sewer
pump station on the east side of the Russian River
is anticipated, with a force main crossing the bridge.
From prior work in the vicinity, we understand there
is available flow capacity in the existing Healdsburg
Avenue sanitary sewer gravity main, downstream
of Ward Street. BKF will build on this prior work
and coordinate with City staff to identify potential
opportunities to partner with the Regional Parks
project on shared infrastructure and to evaluate siting, phasing, and conceptual sizing for the pump station
and force main. This effort will not include detailed
hydraulic modeling or final design. Analysis will utilize sewer demand factor calculations for the proposed
land use plan and tabular hydraulic calculations for
pipe flow to assess sewer capacity.
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74 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Domestic Water Infrastructure
BKF will evaluate domestic water infrastructure needs
to support development east of the bridge, including
identifying preliminary water main extensions or
upsizing. Preliminary sizing will be based on typical
domestic and fire flow demands associated with
Preferred Plan land uses, available City information
on system pressure and flow, and engineering
judgment. Development of hydraulic models for the
public domestic water system is not included.
Stormwater Infrastructure and Low Impact
Development (LID)
BKF will identify planning-level stormwater strategies
that integrate Low Impact Development (LID) principles
to improve the impact of future development on existing drainage conditions and regional water quality.
» Use of bio-retention areas and landscaped
stormwater features to promote infiltration,
water quality treatment, and peak flow reduction.
» Minimization of impervious surfaces to the
extent practical, consistent with land use
and circulation objectives.
Electrical and Telecommunications
Utility Infrastructure
BKF has included time to coordinate with local
joint utility providers to understand the potential
improvements necessary to support the implementation
of the Preferred Plan. We will summarize our findings
in the Infrastructure Development and Services Plan.
Utility Exhibits and Planning-Level Cost Estimates
BKF will prepare planning-level exhibits illustrating
existing and proposed major utility infrastructure
improvements needed to support the Preferred Plan,
provided in AutoCAD or GIS-compatible formats. BKF
will also develop planning-level cost estimates for
major infrastructure improvements (water, wastewater,
stormwater, and relevant dry utility coordination)
suitable for long-range planning and infrastructure
financing discussions. Cost estimates are not
intended for final design or construction.
Task 6.2: Implementation and Financing Plan
EPS will develop an interactive fiscal model to estimate the impact of the Preferred Plan on the City’s budget.
This analysis will compare likely key General Fund
revenues (e.g., property, sales, and hotel taxes) with the cost of providing municipal services (e.g., public safety, infrastructure maintenance) for the Preferred Plan at
buildout. In the case that the Preferred Plan is estimated to have a net-negative impact on the City’s budget,
EPS will suggest changes in land uses and/or potential
mitigation measures to meet identified shortfalls.
Additional funding and financing measures will be
assessed as part of the infrastructure financing strategy.
EPS will evaluate locally available funding and financing mechanisms and identify those most appropriate to
cover the one-time and ongoing costs associated with
infrastructure and/or municipal services. EPS assumes
that infrastructure cost estimates will be provided
by the City or an engineering/utility subconsultant,
while service costs will be estimated on a per-service
population basis. The analysis will be based on the
type of improvements sought, industry standards
regarding who typically pays for what, the timing of
public improvements relative to private development,
commitments, statutory and legal considerations,
and likelihood of funding from other sources (e.g.,
see below), among other relevant factors. Financing
tools considered will likely include, without limitation, the following:
» Citywide or area-specific development impact
fees (and related reimbursement agreements)
» Special assessments and taxes (e.g., Mello-Roos
Community Facilities Districts (CFD), business
improvement districts)
» Tax increment financing mechanisms (e.g.,
Enhanced Infrastructure Finance District or
Community Revitalization and Investment Authority)
» Voter-approved taxes (e.g., sales, parcel, TOT,
business license)
» Community benefit and/or development
agreements and policies
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 75 Each funding tool will be evaluated based on a variety of criteria, including, without limitation:
» Likely revenue generation
» Ease of adoption and implementation
» Cost burden and incidence (including impact
of development feasibility)
» Flexibility over time
» Stakeholder support
Task 6 Deliverables
» Up to one (1) Draft Infrastructure Development
and Services Plan
» Up to one (1) Final Infrastructure Development
and Services Plan
» Utility exhibits (CAD/GIS + PDF formats)
» Sewer and water demand calculations
» Planning-level cost estimate package
TASK 7. DRAFT SPECIFIC PLAN (MONTH 14
TO MONTH 24)
Task 7.1: Administrative Draft
Based on the technical analysis, community
engagement, alternative evaluation, and Preferred
Plan refinement completed in prior tasks, the MIG
Team will prepare the Administrative Draft of the
Healdsburg Station Area Specific Plan.
The Administrative Draft will translate the
Preferred Plan into a comprehensive Specific Plan
document that meets all applicable State legislative
requirements and aligns with the Housing Element,
MTC’s TOC Policy, and regional growth objectives.
The Plan will include maps, illustrations, regulatory
standards, infrastructure recommendations, and an
implementation framework. The Administrative Draft
will be prepared as a Word document with embedded
figures and draft maps for internal City review.
The Plan is anticipated to include the following
key chapters:
Vision
A plain-language overview of the Plan, including:
» The structure and intended outcomes of the Plan
» A summary of the area’s history and prior
planning efforts
» A description of the community engagement process
» Key actions necessary to advance implementation
Land Use and Housing
This chapter will establish updated land use
designations, use mixes, and development
intensities, including:
» Development capacity assumptions
» Market-rate and affordable housing
development potential
» Population and job projections
» Transit-supportive densities near the SMART station
» Provisions supporting accessible housing near transit The chapter will integrate pedestrian- and transitoriented development standards and incorporate the Affordable Housing and Anti-Displacement Strategy
developed in earlier tasks.
Community and Equity
Policies to integrate equity and inclusion
into development projects and public works
associated with the Plan, including:
» Affirmatively Furthering Fair Housing
(AFFH) principles
» Equal access for people of all physical and
mental abilities
» Climate impacts on vulnerable populations
» Equity metrics for development and public
improvements
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76 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Transportation and Access
Recommendations for multimodal circulation, parking
strategies, and integration with citywide and regional
transit systems, including:
» Multimodal Access and Connectivity strategies
» Adjustments to transit routes and first/
last-mile improvements
» Pedestrian and bicycle network enhancements
» Truck access and circulation considerations
» VMT and LOS findings under buildout conditions
Access and Connectivity Plan
A focused strategy to promote multimodal connectivity
between housing, commercial areas, public spaces,
and key transit nodes, particularly the SMART station.
This section will identify network improvements,
enhanced crossings, trail connections, and transitsupportive infrastructure.
Parking Strategy
A comprehensive parking analysis addressing:
» Parking demand, supply, and inventory
» Opportunities for parking reductions consistent
with TOC Policy
» Shared parking and managed parking strategies
» Transportation Demand Management
(TDM) programs
Public Realm Standards
Objectively verifiable standards applicable to
improvements within existing public rights-of-way
and the design of new public rights-of-way and
public spaces, including:
» Right-of-way design standards
» Circulation network diagram
» Public space design standards
» Public space network diagram
Public Services and Infrastructure
Assessment of schools, parks, and community facilities, as well as public infrastructure improvements necessary to implement Specific Plan policies. This section will
include planning-level infrastructure evaluations and
improvement recommendations.
Objective Design Standards
Objectively verifiable standards applicable to proposed development projects within the Plan Area. Quantitative standards will be presented concisely in text, tables,
and diagrams to:
» Establish districts to which standards apply;
» Specify permitted uses and use mixes;
» Identify required affordable housing percentages;
» Define parking standards;
» Establish building design and site design
standards; and
» Outline project approval processes.
ABAG’s Objective Design Standards Handbook for
Residential and Mixed-Use Projects and related
technical assistance materials will be referenced
in preparation of these standards to provide
compliance with State law and best practices.
Implementation and Financing Plan
A detailed implementation framework, including:
» Estimated costs for major public improvements
» Potential funding sources (local, regional, State,
federal, and private)
» Identification of responsible agencies
» Phasing strategy
» Development agreements and incentive tools
» Monitoring and performance metrics
The scope assumes the City will provide one (1)
consolidated set of non-conflicting comments on
the Administrative Draft Station Area Specific Plan.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 77 Task 7.2: Public Review Draft
Following City staff review of the Administrative Draft, the MIG Team will update the document to prepare the
Public Review Draft Station Area Specific Plan.
This task will include incorporating City comments,
refining Plan language, clarifying graphics and
standards, and providing consistency across chapters.
The document will be fully designed and formatted
in InDesign and will include a detailed suite of maps,
diagrams, visualizations, and supporting graphics to
clearly communicate the Plan’s recommendations to
decision-makers and the public.
The Public Review Draft will be formatted for public
distribution and hearings and will serve as the primary document for Planning Commission and City Council
consideration.
The scope assumes the City will provide one (1) set
of consolidated, non-conflicting comments on the
Public Review Draft prior to finalization.
Task 7.3: Technical Advisory Committee (TAC)
Meeting #4
The TAC will review the Draft Station Area Specific
Plan for technical accuracy and alignment with
implementation prior to public hearings.
Task 7.4: Community Advisory Committee (CAC)
Meeting #4
The CAC will review the Draft Station Area Specific Plan and provide advisory input prior to public hearings.
Task 7.5: Pop-Up Engagement / Informal Events #4
To support Workshop #3 and broaden participation
during the Public Review Draft phase, the MIG Team,
in partnership with Corazón, will conduct informal
community outreach through up to two (2) pop-up
engagement events and related methods.
These events are intended to gather feedback on
the Draft Station Area Specific Plan from residents,
businesses, and stakeholders who may not attend
formal meetings or hearings. Outreach will occur at
accessible, high-visibility locations such as farmers’
markets, schools, neighborhood gathering spaces,
and community events.
All outreach will be conducted in English and Spanish.
Materials will be bilingual and designed for flexible use in informal settings. Corazón will support participation through culturally responsive, relationship-centered
outreach strategies, including direct invitations, flyer distribution, and community-based engagement.
Up to two (2) MIG Team members, supported by
Corazón staff, will staff each pop-up event to present
materials, answer questions, and document feedback.
All comments and input gathered through pop-up and
informal engagement will be compiled and organized by
topic area. A summary of findings will be prepared and
incorporated into presentation materials for the Planning Commission and City Council to inform deliberations
prior to adoption of the Station Area Specific Plan.
Using the same inclusive and relationship-centered
outreach methods described in Task 3.9, CSS will
support informal engagement during the Public Review
Draft phase.
Outreach will focus on helping community members
understand the Draft Plan, clarify policy proposals,
identify outstanding concerns, and document final
feedback on economic vitality, housing stability,
workforce alignment, and equitable development
strategies.
Findings will be summarized and incorporated into
materials presented to the Planning Commission
and City Council to support informed deliberation
prior to adoption.
Task 7.6: Community Workshop #3—Public
Review Draft
The MIG Team will organize and facilitate an
in-person, open-house style community meeting to
present the Public Review Draft of the Healdsburg
Station Area Specific Plan. This meeting will provide
an opportunity for residents, property owners,
business owners, and stakeholders to review the
Draft Plan, ask questions, and provide feedback prior
to public hearings and adoption.
The purpose of this meeting is to confirm that the
Draft Specific Plan reflects prior community input
and technical analysis, and to identify any remaining
questions, concerns, or refinements before finalization.
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78 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Anticipated outcomes include:
» Presentation of the Draft Plan framework, including
land use, circulation, housing, infrastructure, and
implementation strategies;
» Review of maps, renderings, and visual simulations
illustrating proposed development patterns and
public realm improvements;
» Explanation of how community and TAC/CAC input
shaped the Preferred Plan;
» Identification of key areas of support, concern,
or requested clarification; and
» Collection of final comments to inform revisions
prior to adoption.
The meeting will be conducted in an open-house
format with staffed stations featuring maps, diagrams,
renderings, and summary boards. MIG Team members
will facilitate discussion, answer technical questions, and document feedback through written comment
forms and facilitated dialogue.
The scope includes event planning, preparation of
bilingual (English and Spanish) meeting materials
and notices, facilitation by up to three (3) MIG Team
members, and preparation of a bilingual meeting
summary documenting community input.
All comments received during the Public Review
Draft meeting will be compiled and, as appropriate,
incorporated into the Final Specific Plan.
Task 7 Deliverables
» Administrative Draft Station Area Specific Plan
(Word/PDF)
» Public Review Draft Station Area Specific Plan
(InDesign/PDF)
» TAC and CAC Meeting Presentation (PPT/PDF)
» TAC and CAC Meeting agenda and summary
(Word/PDF)
» Up to two (2) in-person pop-up events with
up to two (2) MIG Team Members
» Pop-up poster materials and summary (Word/PDF)
» In-person door-to-door engagement with employers,
business owners, and residents and preparation of
a combined summary (Word/PDF)
» Community Workshop #3 for up to two (2) hours
with up to three (3) MIG Team members
» Community Workshop meeting agenda,
presentation, poster materials, and summary
(Word/PDF)
TASK 8. GENERAL PLAN AND ZONING
AMENDMENTS (MONTH 14 TO MONTH 24)
To provide consistency between the Healdsburg
Station Area Specific Plan and the City of Healdsburg’s regulatory framework, the MIG Team will identify
and prepare recommended amendments to relevant
sections of the General Plan, Zoning Ordinance,
and other applicable regulatory or planning policies
necessary to implement the Specific Plan.
This task will include preparing supporting
documentation and the recommended changes
required at the time of Plan adoption to allow
implementation to commence immediately.
Amendments may include updates to zoning districts,
development standards, public right-of-way design
standards, development review procedures, and
related regulatory provisions, as appropriate.
Because the full extent of regulatory amendments
cannot be determined until the Specific Plan is
finalized, the project budget includes allowances
under contingency. The scope and magnitude of
changes will be established as the Specific Plan
is developed and refined.
Task 8.1: General Plan Amendment Identification
MIG will evaluate the City of Healdsburg General Plan
for consistency with the Station Area Specific Plan and identify necessary amendments to maintain alignment.
MIG will prepare a concise technical memorandum
outlining recommended General Plan amendments
to support the adoption and implementation of the
Specific Plan. The memorandum will summarize
recommended updates and provide a framework
for incorporating changes.
City of Healdsburg staff will be responsible for
preparing and incorporating the actual revisions
toGeneral Plan maps, figures, and text.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 79 Task 8.2: Zoning Amendments
MIG will evaluate the City of Healdsburg’s zoning
regulations for consistency with the Draft Station
Area Specific Plan and will prepare a technical
memorandum outlining key recommendations and
potential zoning ordinance amendments needed to
implement the Plan’s land use designations, policies,
and development standards.
This work will build on the Building Prototype
Testing and Feasibility Analysis and will support
implementation of the desired development
intensities and character within the Plan Area.
The analysis will address:
» Zoning code provisions to be retained, amended,
or removed;
» Opportunities for new code provisions to improve
clarity and usability;
» Applicability of base and overlay zoning districts;
» Development standards and use regulations;
» Objective design standards consistent with the
Specific Plan;
» Public right-of-way and streetscape standards; and
» Administrative and development review procedures.
MIG will develop use tables and district-specific design and development standards tailored to the districts and uses outlined in the Preferred Plan/Draft Specific Plan.
Standards will address key elements such as:
» Floor Area Ratio (FAR)
» Height limits
» Parking requirements
» Open space or lot coverage standards
» Building massing and articulation
» Transitions to adjacent neighborhoods
» Approval processes
The memorandum will provide a clear framework for
subsequent zoning ordinance updates. Following
Planning Commission and City Council direction,
MIG will revise proposed zoning ordinance
amendments as authorized.
Because the scope and extent of zoning code revisions
cannot be fully determined at this time, a budgeted
allowance has been included. Any work exceeding
the allotted allowance will be performed on a time-andmaterials basis with prior written authorization from the City of Healdsburg.
Task 8 Deliverables
» Draft General Plan Consistency Evaluation
Memorandum (Word/PDF)
» Final General Plan Amendment Memorandum
incorporating City comments (Word/PDF)
» Draft Zoning Consistency and Amendment
Memorandum (Word/PDF)
» Final Zoning Amendment Memorandum
incorporating City comments (Word/PDF)
TASK 9. ENVIRONMENTAL ANALYSIS
(MONTH 14 TO MONTH 24)
The Specific Plan EIR will be a Program EIR under CEQA
Guidelines Section 15168 (Program EIR). The programlevel analysis will be deliberately designed to facilitate CEQA streamlining for future individual development
proposals, as described below.
The Program EIR will incorporate, as applicable, City
standard conditions of approval as well as Specific Plan requirements, standards, and guidelines (“standards”).
The Specific Plan standards will be defined in
enough detail (e.g., with specific actions, measurable
performance standards, and/or precise jurisdictional
agency protocols) to be directly implemented and
monitored for future individual development proposals.
With this approach, future projects can be exempt under CEQA Guidelines Section 15183 (Projects Consistent
with a Community Plan or Zoning) and other CEQAstreamlining provisions. Specific Plan standards will be formulated to create a “self-mitigating” Specific Plan.
This approach, as mandated and articulated in several
sections of the CEQA Statute and Guidelines, as noted
below, will avoid redundancy and facilitate future
streamlining of CEQA while consolidating environmental
requirements into one Specific Plan Program EIR.
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80 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Future Individual Development Proposals
CEQA encourages the efficient use of applicable,
certified CEQA documents and discourages
redundancy. The EIR will enable streamlined CEQA
review for future individual development proposals,
based on the following CEQA Guidelines sections
(including similar CEQA Statute sections) and sources:
» 15168—Program EIR
» 15183—Projects Consistent with a Community
Plan or Zoning
» 15183.3—Streamlining for Infill Projects
» 15063—Initial Study
» 15152—Tiering
» 15162—Subsequent EIRs and Negative Declarations
» 15163—Supplement to an EIR
» 15164—Addendum to an EIR or Negative Declaration
» Up-to-date CEQA and land use case law
» Up-to-date California adopted legislation
(e.g., AB 130 and SB 131)
Each of the CEQA Guidelines sections listed above
affords opportunities for significant streamlining.
Task 9.1: Initial Study/Notice of Preparation/
Scoping Meeting
MIG will prepare a Notice of Preparation (NOP) to
identify the CEQA topics to be evaluated in the
EIR, based on the CEQA Guidelines Appendix G
(Environmental Checklist Form). The NOP will include
a summarized project description, a brief discussion
of each environmental topic covered in the EIR,
and scoping meeting information. The NOP will be
intended as a guide to promote healthy discussion
of relevant environmental issues. An electronic
versionof the NOP will be provided to City staff (staff will provide the letterhead template). Staff will prepare the NOP distribution list (with MIG assistance), and
MIG will distribute the NOP to interested, responsible, and trustee agencies (including affiliated Tribes),
to interested individuals, to bordering cities and
counties, and in accordance with other public posting
requirements. The City will post the NOP with the
County Clerk and on the City’s website. MIG will send
the NOP to the Governor’s Office of Land Use and
Climate Innovation (LCI)/State Clearinghouse to begin
the 30-day NOP comment period. City staff will manage
NOP distribution and tracking.
Because a Program EIR for future CEQA streamlining
has already been decided on, the CEQA process does
not need to include individual responses to the 80+
questions in CEQA Guidelines Appendix G in an attempt
to forecast the significance of CEQA impacts so early
in the Specific Plan process; for example, the Appendix G checklist might forecast a “potentially significant
impact” that, during the subsequent Specific Plan
process, would be defined as “less than significant”
through the application of Specific Plan standards.
Rather, certain Appendix G issues of clearly “no impact” (e.g., agriculture/forestry resources, mineral resources) will be consolidated in one section of the EIR, while
the remaining CEQA issues could each have their own
EIR chapter; some chapters will be more detailed than
others, based on the information required to evaluate
the environmental issue with substantial evidence.
MIG will provide an Initial Study checklist if the City determines it is necessary.
MIG will attend one (1) NOP scoping meeting to help
City staff present information and answer questions
regarding the CEQA process. In collaboration with City
staff, MIG will prepare a presentation and will compile a list of the comments and questions received at the
meeting. City staff will provide the meeting agenda
and venue.
Task 9.2: Administrative Draft EIR
MIG will develop a program-level Administrative Draft
EIR (ADEIR) that considers all aspects of Specific Plan implementation. Environmental topic areas (from CEQA
Guidelines Appendix G) and potential CEQA-defined
impacts will be aligned with Specific Plan requirements, standards, and guidelines, where applicable. The EIR
will include all CEQA-required components, including
baseline/existing conditions, project description,
cumulative impacts, growth-inducing impacts, and
project alternatives. The CEQA-required executive
summary will also be included, along with a summary
table of impacts and mitigation measures. Where
necessary to address potentially significant impacts,
practical, implementable, and enforceable mitigation
measures will be developed.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 81 Under this task, as described below, MIG’s CEQA staff will complete in-house technical analyses of biological resources, air quality, greenhouse gases, energy
consumption, and noise and vibration, as well as
research on cultural and tribal resources. Fehr & Peers will prepare the transportation impact analysis (TIA)
for the EIR.
Collect and Request Data
MIG will review existing project-related information
and prepare a preliminary list of additional background materials and data needed for the EIR (“data needs list”) to send to the City. As the EIR process proceeds in more detail, additional questions and requests will arise, but the data-needs list will help lay the foundation for the EIR’s information sources.
Confirm Project Description and Specific Plan
Development Capacity with the Specific Plan Team
Consistent with CEQA requirements, it is vital that the Specific Plan define a reasonable, feasible development capacity relative to existing conditions so the EIR can evaluate realistic, foreseeable impacts and formulate
mitigations that can be applied directly to future
individual projects without “over-mitigating.” This task will confirm a proposed development capacity under
the Specific Plan consistent with policy direction.
Biological Resources Report
MIG will prepare a technical report on biological
resources to support the Program EIR for the Specific
Plan. The report will identify, map, and characterize
sensitive biological resources within the Plan Area
using best available science, site reconnaissance,
and regulatory database review. MIG will evaluate
potential impacts to special-status species, sensitive
natural communities, riparian resources, wetlands,
and wildlife habitat consistent with the CEQA
Guidelines. The report will provide clear, defensible
impact determinations and develop plan-level
avoidance, minimization, and mitigation measures
sufficient to support programmatic CEQA clearance
and streamline future project-level review for
development consistent with the Specific Plan.
Air Quality
MIG will evaluate the Specific Plan’s potential individual and cumulative air quality impacts in accordance with
Appendix G of the CEQA Guidelines and recommended
guidance from the Northern Sonoma County Air
Pollution Control District (NSCAPCD). MIG will use
the California Emissions Estimator Model (CalEEMod)
and Plan-specific data (e.g., land use and trip/mobility data) to estimate the potential net change in emissions that could occur under the Specific Plan. The resulting emissions estimates will be compared to regional
CEQA significance thresholds maintained by the
NSCAPCD. The air quality impact assessment will
incorporate all applicable emission-reduction policies
in the City’s General Plan. The analysis will also address the potential for odor impacts/ land use conflicts and
air-quality risk management issues that may arise from
the development or redevelopment of properties near
major odor sources.
MIG will conduct up to six (6) CalEEMod runs (draft
and final existing, unmitigated Plan, and mitigated Plan) using Plan-specific data generated by the City and
MIG Team.
Energy/GHG
MIG will evaluate the Specific Plan’s potential energy
and greenhouse gas (GHG) impacts in accordance with
Appendix G of the CEQA Guidelines and recommended
guidance from the California Air Resources Board
(CARB), California Air Pollution Control Officer’s
Association (CAPCOA), and the NSCAPCD. MIG will
quantify the Plan’s GHG emissions and evaluate the
significance of these emissions using a multipronged
test that considers both the magnitude of the GHG
emissions levels (e.g., metric tons per year) and the
Plan’s consistency with applicable plans, policies,
and regulations adopted for the purposes of reducing
GHG emissions, including the CARB’s 2022 CARB
Scoping Plan. The GHG impact analysis will be
prepared in coordination with the project’s air quality and energy analyses, and confirm consistent analytical
assumptions and methodologies.
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82 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan MIG will also evaluate the Plan’s potential individual
and cumulative energy use impacts, in accordance
with Appendices F and G of the CEQA Guidelines
and case law governing CEQA energy analysis (e.g.,
Tracy First v. City of Tracy). MIG will quantify the Plan’s potential consumption of petroleum fuel, electricity, and natural gas during construction and operation; evaluate whether the Plan would result in the wasteful, inefficient, or unnecessary consumption of energy resources; and
determine if the Plan could conflict with any applicable renewable energy or energy efficiency plans or policies, such as CARB’s 2022 Scoping Plan.
MIG will prepare up to six (6) energy consumption
spreadsheets (draft and final existing, unmitigated
Plan,and mitigated Plan) quantifying electricity, natural gas, and fuel consumption estimates based on Planspecific data collected by the City and the MIG Team.
Noise and Vibration
MIG will prepare a clear and concise noise and vibration impact analysis that fully evaluates the potential for the Specific Plan to result in noise and vibration impacts.
The noise analysis will describe the existing noise
and vibration environment in the vicinity of the Plan
Area, including key noise sources (e.g., vehicles on
U.S. Highway 101, SMART, and aircraft), and evaluate
potential changes in noise levels associated with
Specific Plan implementation. MIG will conduct shortterm (30 minutes to 2 hours) noise monitoring at up to six (6) locations and long-term (24 hours) monitoring at up to one (1) location to characterize the existing noise environment in proximity of the Plan Area. If necessary, MIG will identify best management practices or
mitigation measures to reduce construction and
operational noise levels generated by the Plan.
MIG will model traffic noise levels using the Federal
Highway Administration’s Traffic Noise Model (TNM)
for up to 20 roadway segments under existing, future
no project, and future plus project conditions.
Cultural and Tribal Cultural Resources Research
MIG will commission a records search for cultural
resources through the Northwest Information Center
(NWIC) at Sonoma State University, which will include
a review of all previously recorded cultural resource
studies, including archaeological and historical
resources within a half-mile radius of the Plan Area.
Results of the NWIC record search will indicate whether previously recorded archaeological or historical
resources require recordation, evaluation, and inclusion in the EIR impact analysis. MIG will also commission
a Sacred Lands File (SLF) search through the Native
American Heritage Commission (NAHC). The results
will provide a basis for assessing the sensitivity of
buried (prehistoric and historical) resources.
Additionally, MIG will assist the City in complying with the requirements of Senate Bill (SB) 18 and Assembly
Bill (AB) 52 by preparing a single letter to identified Tribes that meets both SB 18 and AB 52 notification
requirements. The notification and scoping will be in
the form of a letter that describes the Specific Plan area and the nature of the Plan, and that requests information regarding additional prehistoric or Native American
tribal cultural resources, properties, or archaeological sites that may be impacted by the Specific Plan.
Tribal notification will be performed under the guidance and direction of the City and will comprise the following process:
» Prepare Tribal notification letter(s) for City signature; » Mail and document Tribal notification letter(s);
» Create and update SB 18 and AB 52 compliance
checklists;
» Follow-up with staff during the Tribal notification
periods; and
» Compile the administrative record that documents
SB 18 compliance.
This process does not include direct, face-to-face SB
18 or AB 52 Tribal consultation if the City receives
a request from a tribe for consultation under the
requirements of AB 52. It is assumed that the lead
agency will facilitate any government-to-government
meetings between the City and Tribal representatives to discuss Tribal and Native American cultural resources,
potential impacts on those resources, and, if necessary, mitigations. MIG will document the information for
inclusion in the administrative record.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 83 Traffic Impact Analysis
Traffic impact analyses included in Task 5 will
inform the transportation chapter of the EIR. The
EIR analysis will include VMT, as well as qualitative
assessments of multimodal travel and bicycle, transit,
and truck circulation; roadway safety and hazards; and
consistency with adopted transportation plans—all in
accordance with the CEQA Guidelines.
Screencheck Draft Program EIR
MIG will prepare a Screencheck version of the
Draft EIR based on one (1) consolidated set of
internally consistent comments from City staff on the
Administrative Draft. Prior to publication, an electronic version of the Screencheck will be provided to City
staff for final review and approval.
Task 9.3: Public Review Draft EIR
Based on City staff comments/approval of the
Screencheck, MIG will complete any necessary final
revisions and provide one (1) electronic version of the public review Draft EIR to the City. The City will be
responsible for printing any hard copies.
MIG will prepare the Notice of Completion (NOC)/Notice
of Availability (NOA) for the published Draft EIR (City staff will provide the letterhead template). An electronic version of the NOC/NOA will be provided to City staff.
The City will post the NOC/NOA with the County Clerk
and on the City’s website. MIG will post the NOC/NOA
and EIR with the Governor’s Office of Land Use and
Climate Innovation (LCI)/State Clearinghouse to begin
the 45-day public review period. City staff will manage NOC/NOA distribution and tracking.
Task 9.4: Final EIR
Administrative Final EIR (“Responses to Comments”)
Based on oral (e.g., at a Planning Commission
hearing) and written comments received during the
45-day public review period for the Draft EIR, MIG will prepare the Administrative Final EIR. The Final EIR will not recreate the entire Draft EIR but will include: (1) a list of persons, organizations, and public agencies
commenting on the Draft EIR; (2) a summary of oral
comments plus copies of written comments on the
Draft EIR; (3) responses to significant environmental
points raised in the comments; and (4) any necessary
revisions to the Draft EIR (as separately revised and
highlighted pages paginated to match the Draft). MIG
will provide City staff with an electronic version of the Administrative Final EIR for review.
Published Final EIR
Based on one (1) consolidated set of internally
consistent comments from City staff on the
Administrative Final EIR, MIG will prepare the
published Final EIR for distribution by the City. MIG
will provide the City with an electronic version of the published Final EIR. The City will be responsible for
printing any hard copies.
Mitigation Monitoring and Reporting Program and
Notice of Determination
MIG will prepare the Mitigation Monitoring and
Reporting Program (MMRP) to incorporate impacts and
mitigations resulting from the EIR. MIG will assist the City in preparing project findings and, if required, the Statement of Overriding Considerations. MIG will also
prepare the Notice of Determination (NOD) (City staff
will provide the letterhead template) for posting by
City staff with the County Clerk.
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84 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan An electronic version of the MMRP and NOD will be
provided to the City. MIG will send the NOD to the
State Clearinghouse for posting.
Task 9 Deliverables
» Notice of Preparation and Scoping Meeting
Presentation (PDF/Word/PowerPoint)
» Data request list (Word/Excel)
» Administrative Draft Program EIR (PDF/Word)
» Screencheck Draft Program EIR (PDF/Word)
» Public Review Draft Program EIR (PDF/Word)
» Administrative Final Program EIR (PDF/Word)
» Public Final Program EIR (PDF/Word)
» Mitigation Monitoring and Reporting Program
and Notice of Determination (PDF/Word)
TASK 10. PUBLIC REVIEW AND ADOPTION
OF FINAL SPECIFIC PLAN (MONTH 25 TO
MONTH 30)
The public review and adoption process for the
Healdsburg Station Area Specific Plan, along with
required environmental review documentation, will be
conducted in coordination with the City of Healdsburg.
Following public hearings and adoption, the Plan will
be revised to reflect City Council direction.
Task 10.1: Planning Commission Hearings
The Station Area Specific Plan will be presented to
the City of Healdsburg Planning Commission for formal
public hearing, review, and recommendation.
MIG will attend and support up to two (2) Planning
Commission meetings during this phase. During the
hearing(s), the Planning Commission may recommend
changes to the Plan and associated environmental
documentation. MIG will document the Commission’s
direction and coordinate with City staff on how revisions will be presented to the City Council (e.g., via a staff report summary or redline revisions).
MIG will attend each meeting with up to two (2) staff
members to present the Plan, facilitate discussion,
respond to questions, and document feedback. City
staff will be responsible for preparing formal notices, agenda materials, and staff reports.
Task 10.2: City Council Hearings
The Draft Station Area Specific Plan will be presented
to the City of Healdsburg City Council for formal public hearings and adoption.
MIG will support up to two (2) City Council meetings
(e.g., first reading and second reading/adoption).
MIG will attend each meeting with up to two (2) staff
members to present the Plan, facilitate discussion,
and respond to Council questions.
Revisions directed by the City Council may be presented as part of the hearing materials or as redline updates, as coordinated with City staff. City staff will be responsible for preparing formal notices and staff reports.
TASK 10.3: FINAL STATION AREA
SPECIFIC PLAN
Following City Council adoption, MIG will revise the
Draft Station Area Specific Plan to incorporate any
text, policy, map, and diagram changes as directed
by the City Council.
The scope assumes that the City will provide
consolidated, non-conflicting direction regarding
required refinements. MIG will incorporate revisions
and prepare the Final Station Area Specific Plan in
publication-ready format.
City staff will conduct one (1) review of the Final Plan prior to release.
Task 10 Deliverables
» Planning Commission presentation materials
(PPT/PDF)—up to two (2) meetings
» Summary of Planning Commission direction
(memorandum or slide format)
» City Council presentation materials (PPT/PDF)—
up to two (2) meetings
» Summary of City Council direction (memorandum
or slide format)
» Final Station Area Specific Plan Document
(InDesign/PDF)
» Final digital package of Plan files for City records
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 85 Optional Tasks
OPTIONAL TASK A. COMMUNITY SURVEY #2
(ALTERNATIVES PHASE)
To complement Task 4.5 Informal Community Outreach
and Task 4.6 (Alternative engagement activities), the
MIG Team will develop and launch a second online
community survey to gather feedback on the draft
land use and circulation alternatives.
The survey will be structured to mirror the content and activities presented during the alternatives workshop
and pop-up engagement events, and to confirm
consistency across engagement methods. The MIG
Team proposes using Maptionnaire, a map-based
platform that allows participants to place locator pins and respond to focused and open-ended questions
tied to specific alternative concepts.
The survey will be designed to:
» Present summaries of each land use and
circulation alternative;
» Allow participants to compare alternatives;
» Gather feedback on development intensity,
housing mix, multimodal access, and public
realm improvements;
» Identify preferred strategies and areas of
concern; and
» Collect georeferenced input related to specific
sites or corridors.
The survey will be provided in English and Spanish.
Additional languages may be incorporated through
translation services upon request by the City of
Healdsburg.
The survey will be distributed through multiple
channels, including:
» City social media platforms
» Email distribution lists
» Community partner networks
» Bilingual flyers
» Corazón’s relationship-centered outreach strategies,
including direct outreach and text messaging
The MIG Team will prepare bilingual email and social
media messaging, as well as printable flyers for
community partners. A print version of the survey
will also be developed for dissemination at pop-up
events to provide accessibility for individuals without reliable internet access.
Upon completion of the survey period, the MIG Team
will compile responses and prepare a PowerPoint
visual summary report. The summary will include
maps, charts, and key themes to clearly communicate
community preferences and trade-offs between
alternatives. Findings will directly inform refinement
of the Preferred Plan.
Deliverables Optional Task A
» Up to one (1) print and online community
survey (Maptionnaire)
OPTIONAL TASK B. WORKSHOP #4
To complement Task 5.5 Informal Community
Outreach, the MIG Team will organize and facilitate
an additional in-person community workshop
focused on the Preferred Plan prior to formal
Planning Commission and City Council hearings.
Workshop #4 will provide a structured public forum
to present the Preferred Plan in greater detail, respond to community questions, and gather focused input
on implementation strategies, housing and antidisplacement measures, multimodal improvements, and economic vitality recommendations.
The workshop will be designed as an interactive session combining presentation and facilitated small-group
discussions. Materials will include:
» Refined land use and circulation maps;
» Housing and affordable housing strategies;
» Transportation and parking recommendations;
» Public realm and connectivity improvements; and
» Implementation and financing strategies.
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86 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan The workshop will provide an opportunity to:
» Clarify policy proposals and trade-offs;
» Identify outstanding concerns or areas requiring
refinement;
» Gather input on implementation priorities; and
» Build consensus prior to public hearings.
Up to three (3) MIG Team members will attend to
present materials, facilitate discussion, and document
feedback. Bilingual (English and Spanish) materials and facilitation will be provided consistent with the project’s Community Engagement Plan (Task 2.1).
Feedback received during Workshop #4 will be
summarized and, as appropriate, incorporated into
refinements to the Preferred Plan prior to Planning
Commission and City Council consideration.
Deliverables Optional Task B
» Community Workshop #4 for up to two (2) hours
with up to three (3) MIG Team members
» Community Workshop agenda, presentation,
poster materials, and summary (Word/PDF)
OPTIONAL TASK C. DEVELOPMENT OF E-PLAN
The MIG Team will plan, design, and build a native
web version of the City of Healdsburg Station Area
Specific Plan (ePlan). The web version will feature a
modern design, be mobile-responsive, support fulltext searching, and comply with WCAG accessibility requirements. Additional features may include filtering search results by category (e.g., Plan element, chapter), integrating with City systems (e.g., GIS), and developing custom web management tools for City staff.
The MIG Team will develop an online version of the
City of Healdsburg Station Area Specific Plan (ePlan)
that supports the following objectives:
» Improve access to the Plan on desktop, mobile, and
tablet devices.
» Allow full-text searching of the Plan.
» Allow search results to be filtered by category (plan element, chapter, etc.).
» Optimize content for search engines to help users
find relevant information.
» Avoid reliance on PDF documents, which are more
difficult to search and read on mobile devices.
» Comply with Section 508 Accessibility requirements
specified by WCAG 2.0 AA guidelines.
» Incorporate the established brand identity into the
Plan’s web-based design.
The MIG Team will provide cloud infrastructure and
web platform monitoring to confirm 99.9% uptime
availability for the ePlan website. MIG’s support team
will be available via phone and email Monday through
Friday, 9:00 a.m. to 5:00 p.m. (PST) for support needs.
Support inquiries will typically be answered within the next business day.
At the discretion of City staff, the MIG Team will also customize and enhance the ePlan website or provide
additional web services on a time-and-materials basis.
Deliverables Optional Task C
» UI/UX design of visual interfaces and mobile displays » Development of web pages and custom content
» Content migration into the ePlan interface
» Beta testing of the ePlan with City staff
» Final quality assurance and launch of the ePlan
» Hosting of the ePlan on an annual basis
» Monitoring of ePlan performance, uptime, user traffic, and security
» Security and platform maintenance of the ePlan
» Annual renewal of the domain name and required
WordPress plugins
» Provision of a single point of contact for all requests and operations
» Ongoing ePlan support and enhancements
» Ability to enhance or modify the ePlan
» Training and support for City of Healdsburg staff
OPTIONAL TASK D. COMMUNITY MEETING
ATTENDANCE—SUBCONSULTANT SUPPORT
This optional task provides an allowance for BKF and/or Fehr & Peers to attend community workshops or pop-up
engagement events at the City of Healdsburg’s request.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 87 BKF and Fehr & Peers will attend to present
infrastructure and transportation technical findings,
clarify assumptions and analyses, respond to
community questions, and support discussion on
utility infrastructure, circulation, traffic analysis,
parking, and multimodal access.
Deliverables Optional Task D
» Attendance by BKF and/or Fehr & Peers at
community workshop or pop-up event (each)
OPTIONAL TASK E. PLANNING COMMISSION
AND CITY COUNCIL MEETINGS—
SUBCONSULTANTS SUPPORT
This optional task provides an allowance for BKF
and/or Fehr & Peers to attend Planning Commission
or City Council meetings upon the City of
Healdsburg’s request.
BKF and Fehr & Peers will attend to present technical
findings and respond to questions regarding
infrastructure planning, traffic impact analysis
(including VMT and LOS), multimodal circulation,
parking strategies, and related feasibility considerations.
Deliverables Optional Task E
» Attendance by BKF and/or Fehr & Peers at Planning
Commission / City Council meeting (each)
OPTIONAL TASK F. COMMUNITY
ADVISORY COMMITTEE (CAC) MEETING—
SUBCONSULTANT SUPPORT
This optional task provides CSS with the allowance
to attend the CAC meeting at the request of the City
of Healdsburg.
CSS will attend to assist with translation and
interpretation in Spanish.
Deliverables Optional Task F
» Attendance by CSS at CAC meeting (each)
OPTIONAL TASK G. SOFTWARE—IMPLAN
(STAFF LABOR AND REPORTS—OPTIONAL)
IMPLAN software, combined with staff analysis
and reporting, supports optional economic impact
modeling to quantify the potential local economic
benefits associated with transit investment scenarios.
This analysis can estimate job creation, labor
income, and local economic circulation related to
construction, operations, and improved access.
When paired with community input and equity
considerations, IMPLAN outputs help translate lived
experience into decision-maker–ready metrics that
strengthen funding competitiveness while reinforcing
the project’s commitment to inclusive growth and
generational wealth-building.
This will help with further assessment via community
engagement to build a robust economic impact
report, subject to our interaction and the needs
of the community, and the public and private data
available regarding local and regional data. Based
on key community input and demands, the MIG Team
could combine this with the actual workforce and job
projections to help determine the best use of parcels
and space, for example. We could use the data to show
economic indicators by impact (direct and indirect
leakage), industry output as a percentage, and tax
results. The MIG Team anticipates using the software
to render scenarios based on input from variables
derived from community meetings and business walks
to develop a model that best suits the City’s growth
through the Specific Plan process.
Deliverables Optional Task G
» IMPLAN software direct cost and analysis
(Word/PDF)
Scope Assumptions
In preparing this scope of work, MIG has made the
following assumptions regarding the proposed project,
available data, and approach to the Specific Plan and
environmental review.
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88 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
PROJECT MANAGEMENT
» If the primary City contact or Project Manager
changes during the course of the project and
necessitates more than an hour of the MIG
Team’s staff time to reinitiate the project, this
will be considered extra services.
» If the MIG Team’s Project Manager changes during
the project, the MIG Team will provide a thorough
briefing and update, limiting any additional time
required by the City to reinitiate the project to
one hour.
BUDGET AND SCOPE
» The project budget is an estimate of how
project costs are allocated among tasks. The MIG
Team will not exceed the total contract amount
without the City’s express approval. The prime
consultant (MIG) may reallocate costs among
phases, tasks, and consultant team members to
carry out the phases and tasks in the scope of
work. MIG will notify the City of significant cost
reallocations in conjunction with monthly invoicing
and progress reports.
» Task dollars reflect an estimate; work will be
charged on a time-and-materials basis against
the total project budget, not against each
individual task budget.
» The City will compensate the MIG Team for work
carried out at the City’s request that is outside of
the approved scope of work. MIG will inform the
City of any work that is out-of-scope and subject
to additional costs prior to conducting the work.
The City will compensate the MIG Team for this
work on a time-and-expenses basis, in accordance
with current billing rate schedules.
SCHEDULE AND REVIEW
» One (1) round of review is budgeted for all products
unless otherwise specified in the work scope. All
comments from City staff will be consolidated into
a single, non-conflicting document.
» All CEQA meetings will be via Zoom or other
online meeting platforms.
» Additional budget will be required if substantial
project description changes are made after the
start of the environmental impact analysis.
PUBLIC MEETINGS
» City staff will be responsible for all meeting
logistics and notices.
» MIG will provide electronic versions of the IS/
Addendum documents. City staff will provide one (1)
set of consolidated comments on MIG submittals.
GIS AND MAPPING
» The City will provide current and available GIS
data that is reasonably accurate for the purpose
of completing the project.
» The MIG Team will not produce any new GIS data,
other than what is necessary to carry out the tasks
outlined in the scope of work. Copies of any GIS
Files created for the project will be delivered to
the City as shapefiles.
INFRASTRUCTURE
» Services are planning-level in support of the
Specific Plan and Programmatic EIR; detailed
engineering design is not included.
» No new hydrologic/hydraulic models, sanitary
sewer models, or water distribution system
models will be developed as part of this scope.
» No surveying, geotechnical investigations,
environmental permitting, right-of-way acquisition,
or construction documents are included.
» The MIG Team will rely on data provided by the
City and available public documents.
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 89 A. Internal Control Processes
MIG understands that the success of the Healdsburg
Station Area Specific Plan depends on the delivery
of technically sound, clearly documented, and fully
coordinated work products that can withstand public
scrutiny, interagency review, and environmental
compliance requirements. Our Quality Assurance/
Quality Control (QA/QC) approach is designed to
provide the City with confidence that all deliverables
are complete, accurate, internally consistent, and
aligned with the project objectives and schedule
identified in the RFP.
PROJECT-SPECIFIC QUALITY
MANAGEMENT PLAN
At project initiation, MIG will prepare a projectspecific Quality Management Plan (QMP) tailored to the Healdsburg Station Area Specific Plan and
Programmatic EIR. The QMP will establish clear QA/
QC protocols for each task and deliverable, including
the Existing Conditions Report, Alternatives Analysis,
Preferred Plan, Draft and Final Specific Plan, zoning
amendments, and all CEQA documents. The QMP will
be shared with all subconsultants and reviewed during
the kickoff meeting to provide consistent standards,
roles, and expectations across the entire MIG Team.
Key elements of the QMP will include:
» Defined roles and responsibilities for quality
control at the task lead, project manager, and
principal levels;
» Deliverable checklists aligned with the RFP scope
to confirm completeness and responsiveness;
» Consistent production standards, formatting, and
graphic conventions across all public-facing and
technical materials; and
» Clear documentation and version control
procedures to track decisions, comments,
and revisions throughout the project lifecycle.
LAYERED REVIEW PROCESS
MIG employs a multitiered QA/QC review process
for all work products prior to City submittal:
1. Task Lead Review
Each deliverable is first reviewed by the
responsible task lead to confirm technical
accuracy, consistency with prior work, and
alignment with TOC Policy requirements.
2. Interdisciplinary Coordination Review
Deliverables that integrate land use, circulation,
infrastructure, market analysis, and environmental
analysis are reviewed across disciplines to
confirm assumptions, data, and conclusions are
coordinated—particularly critical for prototype
testing, infrastructure planning, and CEQA analysis.
3. Project Manager Review
The Project Manager conducts a comprehensive
review focused on clarity, policy alignment,
schedule compliance, and consistency with City
direction received through TAC, CAC, Planning
Commission, and City Council engagement.
4. Principal-in-Charge Review
The Principal-in-Charge provides an independent
senior-level review of all major milestones to
confirm overall quality, defensibility, and readiness
for public or decision-maker review.
This layered process confirms that issues are identified and resolved early, reducing the need for late revisions and supporting timely, complete submittals to the City.
F. Quality Control and Project Management Item 8.c
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90 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan
QA/QC FOR COMMUNITY ENGAGEMENT
AND PUBLIC MATERIALS
Given the RFP’s emphasis on extensive community
engagement, MIG applies QA/QC standards not only
to technical documents but also to public-facing
materials. All outreach materials, presentations, visual simulations, and summaries will be reviewed to provide:
» Accuracy and consistency with technical analyses;
» Clear, accessible language appropriate
for a broad audience;
» Compliance with bilingual (English/Spanish)
requirements; and
» Alignment between what is presented publicly
and what is documented in technical reports
and CEQA materials.
This approach helps build trust with the community and
avoids confusion or misalignment between engagement
outcomes and formal plan recommendations.
SCHEDULE MANAGEMENT AND
COMMUNICATION
QA/QC activities are fully incorporated into the project schedule. Review periods are included in the work
plan for each deliverable to provide adequate time for
internal review and revisions before City submission.
MIG’s Project Manager will monitor progress biweekly
and proactively communicate with City staff about
upcoming milestones, review requirements, or potential
schedule changes. Regular coordination meetings and
clear communication lines with City staff will confirm
that questions, issues, or changes in direction are
addressed promptly, reducing rework and maintaining
momentum throughout the planning and environmental
review process.
ASSURANCE OF COMPLETE AND
DEFENSIBLE SUBMITTALS
Through this structured QA/QC approach, MIG
provides the City of Healdsburg with assurance
that all deliverables will be:
» Complete and responsive to the RFP scope;
» Technically accurate and internally consistent;
» Aligned with TOC Policy, CEQA requirements,
and City policies; and
» Ready for efficient review, adoption,
and implementation.
B. Communication Plan with City staff
Recognizing that every specific plan requires
a collaborative approach, the MIG Team, City staff,
City Council, and key stakeholders work together as
partners. The MIG Team handles project management,
technical analyses, and document preparation. City
staff coordinate internal resources and provide
regulatory guidance, while City Council gives
policy direction and approves key deliverables. Key
stakeholders bring community perspectives and field
expertise. A structured work plan and clear processes
are put in place to provide effective coordination.
Each participant offers vital skills, information, and
expertise, all of which are essential for creating
a successful specific plan.
The Principal-in-Charge (PIC) and Project Manager
(PM) confirm that the project meets quality standards.
All activities will be documented to fulfill the City’s long-term information needs. This documentation will
serve as both a guide for future implementation and
a clear record of decision-making. It will be organized to enable efficient responses to requests from officials, decision-makers, and the public. The PIC and PM
will collaborate closely with Task Leaders to confirm
that tasks and deliverables stay aligned with the
work plan and schedule. The MIG Team has a proven
track record of working effectively with partners.
The proposed schedule on the following page shows
the project’s critical path and milestones. Regular
team meetings will provide quality control, effective
use of staff time, and efficient resource allocation.
The PIC and PM will review all deliverables using
established deliverable checklists before submission.
When needed, MIG’s communications staff will help
clarify and improve project materials.
MIG employs real-time budgeting and monitoring
software to confirm that expenditures stay aligned
with project goals. After establishing the schedule
and final budget, staff hours and costs are tracked
monthly and in total for invoicing purposes. This data
enables continuous comparison between actual hours
and estimates. Status reports are routinely reviewed
with theMIG Team and the City staff. Any potential
overages and inefficiencies are addressed early to
reduce extra service requests.
Item 8.c
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 91 MONTHS 1 – 6 MONTHS 7 – 13 MONTHS 14 – 24 MONTHS 25 – 30 PHASE 1 TO PHASE 3
EXISTING CONDITIONS AND VISIONING
PHASE 4 TO PHASE 6
PRECISE PLAN ALTERNATIVES
PHASE 7 TO PHASE 9
STATION AREA SPECIFIC PLAN AND EIR
PHASE 10
REVIEW AND APPROVALS
G. Proposed Schedule PROJECT MANAGEMENT COMMUNITY PARTICIPATION, STAKEHOLDER ENGAGEMENT, & STAFF COORDINATION PLANNING, DESIGN, ANALYSIS, & DELIVERABLES Biweekly Team Check-in Calls
Project Website
Final Station Area
Specific Plan
Community
Engagement Plan
Review and Analysis:
» Policy and Regulatory Review
» Historical Resources
» Transportation Analysis
» Community Assessment
» Infrastructure Analysis
» Market Demand Analysis
» Affordable Housing
» Anti-Displacement Strategy
Online ePlan
and Interactive
Database
(Optional)
Project Kickoff
Meeting and Tour
Existing
Context
Mapping
Existing
Conditions
Summary
Report
Public Draft Administrative Draft
Final Station Area
Specific Plan EIR
Administrative
Draft EIR
Administrative
Final EIR
Public Review
Draft EIR
Screencheck
Draft EIR
Building Prototype
Testing and
Feasibility Analysis
Notice of
Preparation
TAC #1 CAC #1
Integrated GIS
Draft
Alternatives
TAC #2 CAC #2
Community
Engagement Series #1
Assets, Opportunities, and Vision
Stakeholder
Meetings
Community
Workshop
#1
Pop-up
Events #1
Pop-up
Events #2
Businesses,
Residents, and
Stakeholder—Doorto-Door Walkthrough
Engagement
Businesses,
Residents, and
Stakeholder—Doorto-Door Walkthrough
Engagement
Businesses,
Residents, and
Stakeholder—Doorto-Door Walkthrough
Engagement
Interactive Online
Survey
Community
Engagement Series #2
Alternatives
Stakeholder
Meetings
Community
Workshop
#2
Interactive Online
Survey (Optional)
Community
Engagement Series #4
Public Review Station Area Plan
Pop-up
Events #4
Stakeholder
Meetings
Community
Engagement
Series #3
Preferred
Alternative
Pop-up
Events #3
Stakeholder
Meetings
TAC #3 CAC #3
Preferred Plan
Development
Infrastructure
Assessment
Planning
Commission
and City
Council
Hearings
Planning
Commission
and City
Council
Hearings
Planning
Commission
and City
Council
Presentations
Planning
Commission
and City
Council
Presentations
Planning
Commission
and City
Council
Presentations
General Plan
and Zoning
Amendments
TAC #4 CAC #4
Community
Open House
Businesses,
Residents, and
Stakeholder—Doorto-Door Walkthrough
Engagement
COMMISSION
& COUNCIL
Item 8.c
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800 Hearst Avenue | Berkeley, CA 94710
(510) 845-7549 | www.migcom.com
In association with:
Fehr and Peers | EPS | Community Strong Strategies | Corazón Healdsburg Cost Proposal Response for RFP-01-026 | February 20, 2026 Healdsburg Station
Area Specific Plan
CITY OF HEALDSBURG
Item 8.c
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2 City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan Attachment 1
Cost Proposal Form
RFP-01-026 Attachment 1
City of Healdsburg Page 1 of 2 Healdsburg Station Area Specific Plan
1. COST PROPOSAL
The undersigned, as Proposer, declares that they have carefully examined the RFP and the annexed proposed form of contract (Attachment 4), and agrees that if their proposal is accepted that they will contract with the City of Healdsburg, under the form of contract annexed of hereto, to provide the services as specified in the manner and time herein prescribed, and in accordance with the requirements of the RFP as therein set forth, and they will take in full payment therefore the following prices:
Item No. Item Description Estimated date of
completion Total Cost NTE $
1 Preparation of Healdsburg Station Area Specific Plan
Total Base Fee $______________
(written in words) ____________________________________________________ Consultant to attach Cost Proposal Breakdown, showing for each Task Item the description of task, hourly rate of individual staff, number of hours per staff, total hours, and total fee per task, including subconsultants. Cost proposal to include total costs summed up per subtask, task, and total fee for the project.
30 months from
the date of
contract execution
1,129,887
One Million One Hundred Twenty-Nine Thousand Eight Hundred Eighty-Seven Cost Proposal Item 8.c
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 3 Attachment 1
Cost Proposal Form
RFP-01-026 Attachment 1
City of Healdsburg Page 2 of 2 Healdsburg Station Area Specific Plan Proposer Name: ______________________________________________________________________ Signature(s)
1. If Proposer is INDIVIDUAL, sign here:
Date: ________________
______________________________________________
Proposer Signature
______________________________________________
Proposer typed name and title
2. If Proposer is PARTNERSHIP or JOINT VENTURE, at least (2) Partners of each of the Joint Ventures shall sign here:
___________________________________________________________________________ Partnership or Joint Venture Name (type or print)
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
3. If the Proposer is a CORPORATION, the duly authorized officer shall sign as follows:
___________________________________________________________________________ Corporation Name (type or print)
(Corporate Seal) Corporate signature
Address:
Phone No.:
President's signature
Secretary's signature
Corporation organized under the laws of the State of
Moore Iacofano Goltsman, Inc. (MIG)
800 Hearst Avenue; Berkeley, CA 94710
(510) 845-7549
California
Moore Iacofano Goltsman, Inc. (MIG)
Item 8.c
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Item 8.c
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City of Healdsburg | RFP-01-026 | Healdsburg Station Area Specific Plan 5 Cost Proposal Breakdown
MIG, Inc. Subconsultants
MIG
Direc t
Costs
Professional
Fees
Totals
Dan Amsden Rishi Dhody Mukul Malhotra Saul Vazquez Marcia Boyle Sou Garner Maika Nicholson Ray Pendro Rachael Husted MIG Totals EPS Fehr &
Peers BKF CSS Coraźon Sub Totals
Principal-inCharge Project Manager Consulting
Principal
Deput y Projec t
Manager
Senior
Preser va tion
Specialist
Engagement
Specialist
Projec t
Associate
Senior Civil
Engineer CEQA Lead Environmental Planner
Projec t
Administrator
Hrs@ $275 Hrs@ $180 Hrs@ $305 Hrs@ $140 Hrs@ $160 Hrs@ $180 Hrs@ $120 Hrs@ $240 Hrs@ $205 Hrs@ $180 Hrs@ $125 TASK 1. PROJECT INITIATION AND MANAGEMENT
1.1 Project Kickoff Meeting and Site Visit 8 $2,200 16 $2,880 2 $610 $0 $0 8 $1,440 $0 $0 8 $1,640 $0 $0 42 $8,770 $3,230 $2,850 $6,080 $600 $15,450
1.2 Project Management and Coordination Meetings 30 $8,250 120 $21,600 20 $6,100 60 $8,400 $0 12 $2,160 $0 $0 40 $8,200 40 $7,200 68 $8,500 390 $70,410 $12,050 $3,360 $8,108 $5,000 $28,518 $98,928
1.3 Project Management, Oversight, and Quality Control 4 $1,100 24 $4,320 $0 36 $5,040 $0 $0 $0 $0 $0 $0 18 $2,250 82 $12,710 $15,000 $860 $15,860 $28,570
1.4 Planning Commission and City Council Support 8 $2,200 16 $2,880 2 $610 16 $2,240 $0 $0 $0 $0 $0 $0 $0 42 $7,930 $0 $1,200 $9,130 Subtotal 50 $13,750 176 $31,680 24 $7,320 112 $15,680 0 $0 20 $3,600 0 $0 0 $0 48 $9,840 40 $7,200 86 $10,750 556 $99,820 $12,050 $21,590 $11,818 $5,000 $0 $50,458 $1,800 $152,078 TASK 2. COMMUNITY ENGAGEMENT STRATEGY
2.1 Community Engagement Plan 2 $550 4 $720 $0 16 $2,240 $0 8 $1,440 $0 $0 $0 $0 $0 30 $4,950 $0 $4,950
2.2 Project Branding and Outreach Collateral 2 $550 12 $2,160 $0 64 $8,960 $0 $0 64 $7,680 $0 $0 $0 $0 142 $19,350 $0 $19,350
2.3 Inclusive Stakeholder Engagement Meetings up to eight (8) $0 4 $720 $0 8 $1,120 $0 12 $2,160 $0 $0 $0 $0 18 $2,250 42 $6,250 $7,600 $7,600 $13,850
2.4 Community Advisory Committee (CAC) 1 $275 4 $720 $0 12 $1,680 $0 $0 $0 $0 $0 $0 $0 17 $2,675 $0 $2,675
2.5 Technical Advisory Committee (TAC) 1 $275 4 $720 $0 12 $1,680 $0 $0 $0 $0 $0 $0 $0 17 $2,675 $0 $2,675
2.6 Translation Services $0 $0 $0 16 $2,240 $0 $0 $0 $0 $0 $0 $0 16 $2,240 $10,000 $10,000 $12,240
2.7 Project Website 2 $550 8 $1,440 $0 16 $2,240 $0 $0 48 $5,760 $0 $0 $0 $0 74 $9,990 $0 $9,990 Subtotal 8 $2,200 36 $6,480 0 $0 144 $20,160 0 $0 20 $3,600 112 $13,440 0 $0 0 $0 0 $0 18 $2,250 338 $48,130 $0 $0 $0 $17,600 $0 $17,600 $0 $65,730 TASK 3. EXISTING CONDITIONS REPORT
3.1 Existing Conditions and Opportunities 8 $2,200 24 $4,320 4 $1,220 60 $8,400 84 $13,440 $0 $0 2 $480 $0 $0 $0 182 $30,060 $25,212 $25,212 $55,272
3.2 Existing Multimodal Transportation Analysis 2 $550 12 $2,160 $0 $0 $0 $0 $0 $0 $0 $0 $0 14 $2,710 $32,280 $32,280 $34,990
3.3 Community Assessment 4 $1,100 12 $2,160 $0 24 $3,360 24 $3,840 $0 $0 12 $2,880 $0 $0 $0 76 $13,340 $0 $13,340
3.4 Market Demand Analysis 2 $550 4 $720 $0 $0 $0 $0 $0 $0 $0 $0 $0 6 $1,270 $19,775 $19,775 $21,045
3.5 Affordable Housing and Anti-Displacement Strategy 2 $550 4 $720 $0 $0 $0 $0 $0 $0 $0 $0 $0 6 $1,270 $15,375 $15,375 $16,645
3.6 Technical Advisory Committee (TAC) Meeting #1 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $4,140 $2,240 $6,380 $10,915
3.7 Community Advisory Committee (CAC) Meeting #1 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $0 $4,535
3.8 Community Workshop #1 8 $2,200 12 $2,160 $0 24 $3,360 $0 12 $2,160 36 $4,320 $0 $0 $0 12 $1,500 104 $15,700 $2,240 $2,750 $4,990 $600 $21,290
3.9 Pop-Up Engagement / Informal Events #1 $0 2 $360 $0 12 $1,680 $0 $0 $0 $0 $0 $0 $0 14 $2,040 $6,250 $3,500 $9,750 $11,790
3.10 Community Survey #1 2 $550 4 $720 $0 24 $3,360 $0 16 $2,880 36 $4,320 $0 $0 $0 $0 82 $11,830 $0 $3,000 $14,830 Subtotal 32 $8,800 90 $16,200 6 $1,830 176 $24,640 108 $17,280 28 $5,040 72 $8,640 14 $3,360 0 $0 0 $0 12 $1,500 538 $87,290 $39,290 $36,760 $25,212 $9,000 $3,500 $113,762 $3,600 $204,652 TASK 4. LAND USE AND CIRCULATION ALTERNATIVES ANALYSIS
4.1 Technical Advisory Committee (TAC) Meeting #2 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $4,140 $2,240 $6,380 $10,915
4.2 Community Advisory Committee (CAC) Meeting #2 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $0 $4,535
4.3 Building Prototype Testing and Feasibility Analysis 4 $1,100 16 $2,880 2 $610 24 $3,360 4 $640 $0 48 $5,760 $0 $0 $0 $0 98 $14,350 $16,400 $16,400 $30,750
4.4 Alternatives Report 8 $2,200 24 $4,320 4 $1,220 36 $5,040 8 $1,280 $0 60 $7,200 16 $3,840 12 $2,460 16 $2,880 $0 184 $30,440 $31,640 $5,034 $36,674 $67,114
4.5 Pop-Up Engagement / Informal Events #2 $0 2 $360 $0 12 $1,680 $0 $0 $0 $0 $0 $0 $0 14 $2,040 $6,250 $3,000 $9,250 $11,290
4.6 Community Workshop #2 8 $2,200 12 $2,160 $0 24 $3,360 $0 12 $2,160 36 $4,320 $0 $0 $0 12 $1,500 104 $15,700 $2,750 $2,750 $600 $19,050 Subtotal 24 $6,600 70 $12,600 8 $2,440 128 $17,920 12 $1,920 12 $2,160 144 $17,280 16 $3,840 12 $2,460 16 $2,880 12 $1,500 454 $71,600 $20,540 $33,880 $5,034 $9,000 $3,000 $71,454 $600 $143,654 TASK 5. PREFERRED PLAN
5.1 Technical Advisory Committee (TAC) Meeting #3 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $4,140 $2,240 $6,380 $10,915
5.2 Community Advisory Committee (CAC) Meeting #3 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $0 $4,535
5.3 Preferred Plan Development 4 $1,100 12 $2,160 2 $610 18 $2,520 16 $2,560 $0 30 $3,600 10 $2,400 $0 $0 $0 92 $14,950 $18,440 $5,034 $23,474 $38,424
5.4 Affordable Housing / Anti-Displacement 2 $550 4 $720 $0 $0 $0 $0 $0 $0 $0 $0 $0 6 $1,270 $0 $1,270
5.5 Pop-Up Engagement / Informal Events #3 $0 2 $360 $0 12 $1,680 $0 $0 $0 $0 $0 $0 12 $1,500 26 $3,540 $4,250 $2,000 $6,250 $9,790
5.6 Planning Commission and City Council Meetings 4 $1,100 8 $1,440 2 $610 8 $1,120 $0 $0 $0 $0 $0 $0 $0 22 $4,270 $0 $600 $4,870 Subtotal 14 $3,850 42 $7,560 6 $1,830 70 $9,800 16 $2,560 0 $0 30 $3,600 10 $2,400 0 $0 0 $0 12 $1,500 200 $33,100 $4,140 $20,680 $5,034 $4,250 $2,000 $36,104 $600 $69,804 TASK 6. INFRASTRUCTURE DEVELOPMENT AND SERVICES PLAN
6.1 Infrastructure and Service Needs and Costs $0 4 $720 $0 $0 $0 $0 $0 32 $7,680 $0 $0 12 $1,500 48 $9,900 $2,240 $30,574 $32,814 $42,714
6.2 Implementation and Financing Plan 2 $550 4 $720 $0 $0 $0 $0 $0 $0 $0 $0 $0 6 $1,270 $20,950 $2,240 $23,190 $24,460 Subtotal 2 $550 8 $1,440 0 $0 0 $0 0 $0 0 $0 0 $0 32 $7,680 0 $0 0 $0 12 $1,500 54 $11,170 $20,950 $4,480 $30,574 $0 $0 $56,004 $0 $67,174 TASK 7. DRAFT SPECIFIC PLAN
7.1 Administrative Draft 10 $2,750 30 $5,400 8 $2,440 40 $5,600 36 $5,760 $0 60 $7,200 $0 8 $1,640 $0 $0 192 $30,790 $4,300 $2,240 $1,425 $7,965 $38,755
7.2 Public Review Draft 6 $1,650 12 $2,160 4 $1,220 20 $2,800 18 $2,880 $0 30 $3,600 $0 $0 $0 $0 90 $14,310 $2,240 $1,425 $3,665 $17,975
7.3 Technical Advisory Committee (TAC) Meeting #4 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $4,140 $4,140 $8,675
7.4 Community Advisory Committee (CAC) Meeting #4 2 $550 8 $1,440 1 $305 16 $2,240 $0 $0 $0 $0 $0 $0 $0 27 $4,535 $0 $4,535
7.5 Pop-Up Engagement / Informal Events #4 $0 2 $360 $0 12 $1,680 $0 $0 $0 $0 $0 $0 $0 14 $2,040 $4,250 $1,500 $5,750 $7,790
7.6 Community Workshop #3 – Public Review Draft 4 $1,100 8 $1,440 $0 16 $2,240 $0 8 $1,440 36 $4,320 $0 $0 $0 12 $1,500 84 $12,040 $2,750 $2,750 $600 $15,390 Subtotal 24 $6,600 68 $12,240 14 $4,270 120 $16,800 54 $8,640 8 $1,440 126 $15,120 0 $0 8 $1,640 0 $0 12 $1,500 434 $68,250 $8,440 $4,480 $2,850 $7,000 $1,500 $24,270 $600 $93,120 TASK 8. GENERAL PLAN AND ZONING AMENDMENTS
8.1 General Plan Amendment Identification 2 $550 6 $1,080 $0 24 $3,360 12 $1,920 $0 $0 $0 $0 $0 6 $750 50 $7,660 $0 $7,660
8.2 Zoning Amendments 2 $550 4 $720 $0 20 $2,800 12 $1,920 $0 $0 $0 $0 $0 6 $750 44 $6,740 $0 $6,740 Subtotal 4 $1,100 10 $1,800 0 $0 44 $6,160 24 $3,840 0 $0 0 $0 0 $0 0 $0 0 $0 12 $1,500 94 $14,400 $0 $0 $0 $0 $0 $0 $0 $14,400 TASK 9. ENVIRONMENTAL ANALYSIS
9.1 Initial Study/Notice of Preparation/Scoping Meeting $0 2 $360 $0 $0 $0 $0 $0 $0 28 $5,740 66 $11,880 $0 96 $17,980 $0 $17,980
9.2 Administrative Draft EIR 2 $550 8 $1,440 $0 $0 84 $13,440 $0 $0 $0 90 $18,450 496 $89,280 $0 680 $123,160 $20,880 $2,850 $23,730 $146,890
9.3 Public Review Draft EIR $0 4 $720 $0 $0 24 $3,840 $0 $0 $0 80 $16,400 320 $57,600 12 $1,500 440 $80,060 $0 $80,060
9.4 Final EIR $0 2 $360 $0 $0 $0 $0 $0 $0 50 $10,250 72 $12,960 $0 124 $23,570 $0 $23,570 Subtotal 2 $550 16 $2,880 0 $0 0 $0 108 $17,280 0 $0 0 $0 0 $0 248 $50,840 954 $171,720 12 $1,500 1340 $244,770 $0 $20,880 $2,850 $0 $0 $23,730 $0 $268,500 TASK 10. PUBLIC REVIEW AND ADOPTION OF FINAL SPECIFIC PLAN
10.1 Planning Commission Hearings 4 $1,100 8 $1,440 2 $610 8 $1,120 $0 $0 $0 $0 8 $1,640 8 $1,440 2 $250 40 $7,600 $0 $600 $8,200
10.2 City Council Hearings 4 $1,100 8 $1,440 2 $610 8 $1,120 $0 $0 $0 $0 8 $1,640 8 $1,440 2 $250 40 $7,600 $0 $600 $8,200
10.3 Final Station Area Specific Plan 1 $275 2 $360 $0 16 $2,240 $0 $0 $0 $0 $0 $0 12 $1,500 31 $4,375 $0 $4,375 Subtotal 9 $2,475 18 $3,240 4 $1,220 32 $4,480 0 $0 0 $0 0 $0 0 $0 16 $3,280 16 $2,880 16 $2,000 111 $19,575 $0 $0 $0 $0 $0 $0 $1,200 $20,775 SUBTOTAL 169 $46,475 534 $96,120 62 $18,910 826 $115,640 322 $51,520 88 $15,840 484 $58,080 72 $17,280 332 $68,060 1026 204 $25,500 4119 $698,105 $105,410 $142,750 $83,372 $51,850 $10,000 $393,382 $8,400 $1,099,887 Project Contingency (not to be used without approval from City staff) $30,000 TOTAL PROJECT COSTS $1,129,887
Optional Tasks
A Community Survey #2 2 $550 4 $720 $0 24 $3,360 $0 16 $2,880 36 $4,320 $0 $0 $0 $0 82 $11,830 $0 $11,830 B Community Workshop #4 8 $2,200 16 $2,880 $0 24 $3,360 $0 16 $2,880 36 $4,320 $0 $0 $0 4 $500 104 $16,140 $3,375 $3,375 $19,515 C Development of ePlan 12 $3,300 40 $7,200 $0 120 $16,800 $0 40 $7,200 180 $21,600 $0 $0 $0 $0 392 $56,100 $0 $56,100 D Community Meetings Attendance—Subconsultants support $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0 $0 $2,240 $1,870 $4,110 $4,110 E Planning Commission and City Council Meetings—
Subconsultant Support $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0 $0 $2,240 $1,870 $4,110 $4,110 F Community Advisory Committee (CAC) Meeting—
Subconsultant Support $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0 $0 $3,750 $3,750 $3,750 G Software IMPLAN $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0 $0 $25,000 $25,000 $25,000 Item 8.c
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February 20, 2026
City of Healdsburg
Healdsburg Station Area
Specific Plan
RFP-01-026
Item 8.c
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2 We weave together the best
of planning, urban design,
landscape architecture,
identity, and storytelling to
implement magnetic places
of inclusivity and vibrancy -
places that actively improve
the social, economic, and
environmental health of cities
and communities.
Item 8.c
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2 Bryant Street, Suite 300
San Francisco, CA 94105
www.perkinswill.com
February 20, 2026 Re: Healdsburg Station Area Specific Plan Dear Members of the Selection Committee,
Perkins&Will is excited to submit our proposal to collaborate with the City and community of Healdsburg in shaping an aspirational and implementable vision for the Station Area. This Specific Plan presents a critical opportunity to define a transit-integrated development character that exemplifies low-carbon urban living for a uniquely Sonoma County context, and integrates a mix of uses that is contextual and equitable, resilient and people-oriented, and builds upon Healdsburg’s renowned agricultural, industrial, and creative maker legacies. In bringing together market-driven planning strategies and innovative urban mobility solutions designed to leverage SMART station ridership and increase climate resilience, this Specific Plan is poised to deliver a holistic and implementable development framework for an essential part of the city that has long been disconnected from its surrounding city fabric. We would be honored to be at your side in shaping this important planning effort.
With three decades of experience delivering successful plans, policies, and projects that support transit-reliant, sustainable, and equitable growth, including MTC Transit Oriented Community Policy efforts for other SMART station areas, we bring the foresight and interdisciplinary skillset needed to craft a future-forward framework capable of enduring multiple cycles of development. Recognizing the goals and objectives outlined in your RFP, we have calibrated our approach and scope through the following lenses:
nj Climate Resilience - how we can “learn from the land” to enable future development that is longlasting, place-based, and adaptive nj Place-Based, Equitable Development - or “right-sizing TOD” to ensure future development leverages the tremendous opportunities of the future SMART station in a manner that is equitable, future-forward, and flexible.
To deliver on this outcome, we have thoughtfully curated a team that shares our commitment to these lenses. Our team brings a fresh perspective while remaining deeply grounded in local Healdsburg and Sonoma County knowledge and the community voices in which several of our consultants are actively engaged. Our partners are:
nj Fehr & Peers – Transportation and Parking Management Planning nj BKF Engineers – Civil Engineering and Flooding Mitigation nj Circlepoint – Environmental Planning, Community Engagement nj EPS - Economic Consulting
The Proposed Scope of Work elaborates our robust process to support the City with an efficient and creative process that builds consensus amongst the stakeholders and the community members most impacted, and provides City staff and officials with a pragmatic roadmap for plan evaluation and eventual implementation. The foundation of the engagement process is designed around multiple touch points to elevate diverse voices that must inform this plan and enable long-term champions of the future plan’s implementation.
We look forward to working with you on this pivotal planning effort, and aiding you in realizing the community’s aspirations for a connected, resilient, and vibrant Healdsburg station area. Please do not hesitate to reach me for any questions or clarifications.
With respect and enthusiasm,
Geeti Silwal
Principal in Charge, Perkins&Will
(415) 546-2943 / [email protected]
Marc Asnis
Project Manager, Perkins&Will
(516) 524-0292 / [email protected]
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Contents
Section 1. Cover Letter
Section 2: Proposer Information Form, Project
Team/Availability
Section 3: Project Approach, Work Plan,
Schedule
Section 4: Quality Control Narrative
Section 5: Project Examples and References Form
Submitted Separately: Cost Proposal and Cost
Form
←
North 40 Phase II Development Plan
Los Gatos, California
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Portland Eastern Waterfront Development
Portland, Maine
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Proposer
Information
Form, Project
Team and
Availability
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Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 1 of 4 Healdsburg Station Area Specific Plan Proposer:
Name of person submitting proposal: __________________________ Email: __________________________ By: Title:
Dated this day of , 20___
1. ACCEPTANCE OF TERMS AND CONDITIONS
By signing below, Proposer agrees to enter into an agreement with the City to provide the services specified in the attached Draft Contract (Attachment 4) according to the terms and conditions of the attached Draft Contract (Attachment 4). The City reserves the right to modify the terms and conditions prior to sending the agreement to the Contractor for signature.
2. NON-COLLUSION DECLARATION
The Proposer declares, by signing below that his or her proposal is not made in the interest of, or on behalf of, any undisclosed person, partnership, company, association, organization, or corporation; that the proposal is genuine and not collusive or sham; that the Proposer has not directly or indirectly induced or solicited any other Proposer to put in a false or sham proposal, and has not directly or indirectly colluded, conspired, connived, or agreed with any Proposer or anyone else to put in a sham proposal, or that anyone shall refrain from submitting a proposal; that the Proposer has not in any manner, directly or indirectly, sought by agreement, communication, or conference with anyone to fix the proposal price of the Proposer or any other Proposer, or to fix any overhead, profit, or cost element of the proposal price, or of that of any other Proposer, or to secure any advantage against the public body awarding the agreement of anyone interested in the proposed agreement; that all statements contained in the proposal are true; and, further, that the Proposer has not, directly or indirectly, submitted his or her proposal price or any breakdown thereof, or the contents thereof, or divulged information or data relative thereto, or paid, and will not pay, any fee to any corporation, partnership, company association, organization, or to any member or agent thereof to effectuate a collusive or sham proposal.
Any person executing this declaration on behalf of a Proposer that is a corporation, partnership, joint venture, limited liability company, limited liability partnership, or any other entity, hereby represents that he or she has full power to execute, and does execute, this declaration on behalf of the Proposer.
I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct and that this declaration is executed on _______, at ___________, ______.
3. WORKERS COMPENSATION INSURANCE CERTIFICATION
By submitting its proposal, the Proposer certifies as follows:
I am aware of the provisions of California Labor Code Section 3700, which require every employer to be insured against liability for workmen’s compensation or to undertake self-insurance in accordance with the provisions of the Labor Code, and I will comply with such provisions before commencing performance of the work of this Contract.
Geeti Silwal [email protected]
Geeti Silwal Principal In Charge
February 20th 26
02/20/2026 San Francisco, California
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Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 2 of 4 Healdsburg Station Area Specific Plan
4. DEBARMENT CERTIFICATION
By submitting its proposal, the Proposer certifies in accordance with California Public Contract Code Section 6109 that neither the Proposer nor any subcontractor included on the list of proposed subcontractors submitted with the proposal is ineligible to perform work on public works projects pursuant to California Labor Code Sections 1777.1 or 1777.7. In accordance with California Public Contract Code Section 6109, contractors and subcontractors who are ineligible to perform work on public works projects pursuant to California Labor Code Sections 1777.1 or 1777.7 may neither bid on, be awarded or perform as a subcontractor on public works projects.
I have read, understand and agree to comply with the Indemnity and Insurance requirements supplied with this notice to Proposers.
5. PUBLIC CONTRACT CODE SECTION 10285.1 STATEMENT
In accordance with Public Contract Code Section 10285.1 (Chapter 376, Stats, 1986), the Proposer hereby declares under penalty of perjury under the laws of the State of California, that the Proposer has ___ , has not been convicted within the preceding three years of any offenses referred to in that section, including any charge of fraud, bribery, collusion, conspiracy, or any other act in violation of any state or federal antitrust law in connection with the bidding upon, award of, or performance of, any public works contract, as defined in Public Contract Code Section 1100, including the Regents of the University of California or the Trustees of the California State University. The term "Proposer" is understood to include any partner, member, officer, director, responsible managing officer, or responsible managing employee thereof, as referred to in Section 10285.1.
Note: The Proposer must place a check mark after "has" or "has not" in one of the blank spaces provided.
The above Statement is part of the Proposal. Signing the Contractor’s Proposal on the signature portion thereof shall also constitute signature of this Statement.
Proposers are cautioned that making false certification may subject the certifier to criminal prosecution.
6. PUBLIC CONTRACT CODE SECTION 10162 QUESTIONNAIRE
In accordance with Public Contract Code Section 10162, the Proposer shall complete, under penalty of perjury, the following questionnaire:
Has the Proposer, any officer of the Proposer, or any employee of the Proposer who has a proprietary interest in the Proposer, ever been disqualified, removed, or otherwise prevented from bidding on, or completing a federal, state, or local government project because of a violation of law or a safety regulation?
x
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Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 3 of 4 Healdsburg Station Area Specific Plan Yes _____ No _____
If the answer is "Yes", explain the circumstances in the following space.
7. PUBLIC CONTRACT SECTION 10232 STATEMENT
In accordance with Public Contract Code Section 10232, the Proposer, hereby states under penalty of perjury, that no more than one final unappealable finding of contempt of court by a federal court has been issued against the Proposer within the immediately preceding two year period because of the Proposer's failure to comply with an order of a federal court which orders the Proposer to comply with an order of the National Labor Relations Board.
8. PROPOSAL VALIDITY PERIOD
The Proposer agrees that its proposal and the content thereof are valid for 90 days following the submission deadline, unless otherwise agreed to in writing by both parties. The proposal will become part of the contract that is negotiated between the City and the successful Proposer. A proposal cannot be “timed” to expire on a specific date. For example, a statement such as the following is non-responsive to the solicitation: “This proposal and the cost estimate are valid for 60 days.”
9. RFP REQUIREMENTS
By signing below, the submission of the proposal shall be deemed a representation and certification by the Proposer that they have investigated all aspects of the RFP, that they are aware of the applicable facts pertaining to the RFP process, its procedures and requirements, and they have read and understand the RFP. No request for modification of the proposal shall be considered after its submission on the grounds that the Proposer was not fully informed as to any fact or condition.
1. By signing below, the Proposer confirms that the proposal is complete and includes the required documents below:
o Attachment 1 Cost Proposal Form (Requires Signature(s)) o Attachment 2 Proposer Information and Certifications (Requires Signature(s)) o Attachment 3 Proposer References
o Narrative proposal
x
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Attachment 2
Proposer Information and Certifications
RFP-01-026 Attachment 2
City of Healdsburg Page 4 of 4 Healdsburg Station Area Specific Plan Signature(s)
1. If Proposer is INDIVIDUAL, sign here:
Date: ________________
______________________________________________
Proposer Signature
______________________________________________
Proposer typed name and title
2. If Proposer is PARTNERSHIP or JOINT VENTURE, at least (2) Partners of each of the Joint Ventures shall sign here:
___________________________________________________________________________ Partnership or Joint Venture Name (type or print)
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
Date: ______________
______________________________________________
Member of the Partnership or Joint Venture signature
______________________________________________
Member’s typed name and title
3. If the Proposer is a CORPORATION, the duly authorized officer shall sign as follows:
___________________________________________________________________________ Corporation Name (type or print)
Date: ________________
______________________________________________
Authorized Officer’s Signature
______________________________________________
Authorized Officer’s typed name and title
Perkins&Will
2/20/2026
Geeti Silwal, Principal In Charge
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Our studio uses design to craft the human experience. We believe in a research-based, interdisciplinary approach that creates sites and buildings focused on the people who inhabit them. Over the last 3 decades of our urban design practice, we have seen many of our detailed Design for Development for large master planned projects getting built to be thriving neighborhoods. A community-focused team, we thrive on projects which contribute to the greater good, and help make a lasting, positive change.
We focus on the best qualities of urban living, weaving public spaces, diverse uses, and memorable context into a distinctive pattern of place.
We are dedicated to building environments that enrich people’s lives.
Our multi-disciplinary team creates frameworks for distinctive and magnetic places. Successful regeneration and creation of sustainable cities demands subtle cultural, environmental, and economic responses.
Informed by our global expertise, knowledge, and resources, we craft thoughtful, multi-layered urban designs that have shaped cities around the world.
Founded in
1935
Headquarters Location
Chicago, Illinois
Type of Business
Corporation
Studios
31 Total Staff
2400+
Firm of the Year
Metropolis Magazine,
Planet Positive
Awards, 2022
#2 Architecture
Firm
Building Design +
Construction, 2021
Perkins&Will Urban Design Practice
Potrero Power Station Design for Development
San Francisco, California
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Organizational Chart
Marc Asnis
Project Manager
Circlepoint (DBE)
Environmental Planning
and Engagment
EPS
Economic Consulting
Subconsultant Team
The team presented in this proposal is available and committed for the duration of this project. In strong partnership with the City of Healdsburg, this efficient multidisciplinary team ensures a well-conceived, well-coordinated, and effective project process. With an eye towards aligning aspirations with a pragmatic phased implementation, we will deliver a future-forward adaptable growth framework for a robustly connected and thriving community.
City of Healdsburg
Sharvari Raje
Urban Designer
BKF
Civil Engineering
Fehr and Peers
Transportation
Serena Lousich
Landscape Designer
Annie Ryan
Sr. Urban Designer
Geeti Silwal
Principal In Charge
ALTA
Cultural Resources
Consulting
BIOMASS Inc
Environmental
Consulting
Impact Sciences
Environmental
Consulting
Circlepoint Subconsultants
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Subconsultant Firm Profiles
BKF, Civil Engineering
BKF Engineers is a leading civil engineering and surveying firm, successfully planning, designing, surveying, and funding projects. Our legacy is indicative of our resilience and dedication to supporting the technical expertise and collaboration critical to implementing the visions of the communities we serve. By leveraging our project portfolio in combination with innovative design solutions, BKF’s team of over 450 experienced members is dedicated to successfully deliver sustainable and dynamic projects for our communities and partners.
BKF supports a diverse range of markets, including transportation, water resources, land surveying, infrastructure, land development, research and laboratory facilities, government, civic, parks and open space, education, and healthcare. We provide a number of specialty services--agency permit expediting, master planning, grant/funding strategies, sustainable infrastructure, site accessibility consulting, hydrology/hydraulics, traffic signal and traffic handling designs, utility locating services, automated construction surveying monitoring, and 3D laser scanning—to expedite the design and approval of projects.
Fehr & Peers, Transportation Planning
Fehr & Peers is passionate about transforming transportation consulting through innovation and creativity. The firm derives inspiration by partnering with communities to understand and shape local transportation futures objectively tailored to diverse needs. Clients trust Fehr & Peers to help them overcome barriers and uncertainty by combining advanced expertise with curiosity, humility, and initiative to deliver implementable, data-driven solutions that reinforce community values. Team members actively listen to client and community needs and handle every project with diligence and focus.
As the firm grows, a steadfast commitment to inclusive, local, and long-term community relationships remains central to the core philosophy. Many of the company’s client relationships are decades long, built on years of listening, understanding, collaboration, and successful outcomes.
Clients of Fehr & Peers have appreciated the firm’s long-term commitments to local communities, trusting the team as their objective partner in transportation since 1985. Together with the firm’s clients, Fehr & Peers is motivated by shared success, inclusive partnerships, and the positive impact the company’s work has on the communities it serves.
EPS, Economic Consulting
Economic & Planning Systems, Inc. (EPS) is a land economics consulting firm experienced in the full spectrum of services related to real estate development, the financing of public infrastructure and government services, and assessing local fiscal and economic impacts. Established in Berkeley in 1983, EPS has provided consulting services to hundreds of public- and private-sector clients throughout Northern California and the U.S. Our balanced portfolio of clients allows us to understand land use and development economics from a variety of perspectives.
As a central part of its consulting practice, EPS has helped inform all aspects of planning the evolution, revitalization, and programing of small downtowns and other mixed-use commercial districts. Numerous projects have been completed for municipalities, developers, business associations, and property owners seeking to promote economic development, improve public infrastructure and amenities, and incentivize investment in targeted districts and catalytic sites.
EPS also brings unique expertise with communities that have strong links to the tourist economy including substantial work in northern California’s so-called “wine country”. We understand the unique pressures faced by these communities, including balancing the needs of residents, 14 Item 8.c
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visitors, and businesses, developing appropriate housing, and promoting economic diversity. We provide fine-grained analysis with results and recommendations that are tailored to local market and financial realities, unique physical and geographic considerations, and community driven policy objectives.
Circlepoint, Environmental Planning
Since 1987, Circlepoint has been a guiding force in helping our clients address complex issues and strengthen communities. Through our Environmental and Communications practice areas, we provide a dynamic combination of strategic advice and focused service. Based in Oakland with offices in San Jose and Orange, Circlepoint is a privately held California corporation and certified Small Business (SB and SB-PW) with the State of California Department of General Services (Certification No. 40528) and Disadvantaged Business Enterprise (DBE) with the California Department of Transportation (Certification No. 50993). Circlepoint’s team is highly skilled and dedicated to creating innovative solutions and building a better future for communities.
Circlepoint’s environmental practice is built on an integrated approach to public and private planning projects—environmental evaluation, design, and community outreach. We work closely with planning and design teams to identify environmental constraints early, focus documents on key issues, and effectively involve stakeholders to build the support essential for bringing projects to fruition. We partner with clients to ensure we provide a document that captures the right components for success during and after the entitlement process.
ALTA, Archaeological Consulting (Subconsultant to Circlepoint) Alta Archaeological Consulting, LLC (ALTA) is a California-based cultural resources consulting firm providing comprehensive archaeological, historical, and tribal consultation services. Founded in 2012, ALTA is a certified Women-Owned Small Business Enterprise (WOSB) and Small Business (SB) with a strong record of successful project delivery throughout Northern and Central California. ALTA is headquartered in Santa Rosa, with additional offices in Chico and Los Angeles County, allowing rapid response and efficient project support statewide.
BIOMASS Inc, Environmental Consulting (Subconsultant to Circlepoint) BIOMAAS INC is a minority and woman owned biological consulting corporation specializing in a wide range of environmental services since 2006. Over the last 20 years, BIOMAAS has supported large and small-scale, public and private projects. Our staff members have extensive experience with multi-year infrastructure projects, transportation projects, infrastructure maintenance projects, and City-government projects.
Impact Sciences, Environmental Consulting (Subconsultant to Circlepoint) Founded in 1988, Impact Sciences is a certified women-owned SBE/DBE environmental consulting firm. Impact Sciences’ primary service areas include California Environmental Quality Act (CEQA) and National Environmental Policy Act (NEPA) compliance, air quality and greenhouse gas (GHG) technical analyses, noise and vibration technical analyses, CEQA advisory services, and environmental justice analysis and sustainability reporting. Impact Sciences is known for its technical expertise, coupled with strategic and innovative thinking and strong communication methods.
Impact Sciences has a reputation for providing information, analysis, advice, and documentation that bring projects to a successful conclusion. Impact Sciences’ philosophy of providing strategic, workable solutions to environmental planning challenges, along with its emphasis on responsiveness, has resulted in long-term relationships with private- and public-sector clients alike. 15 Item 8.c
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Our understanding of this Specific
Plan centers on a rare opportunity
to reconnect a long‑fragmented
part of the city and advance
Healdsburg’s goals for resilience,
affordability, and equitable
access. With new SMART service
set to renew the historic depot
station as a major gateway to
the town, this specific planning
process can play an essential role
in helping to knit together the
south entry, the Mill District, and
downtown into a cohesive district
that builds upong the city’s values
and identity, meets MTC policy
goals, and defines a new model
of nature-driven, transit-oriented
living for Sonoma County.
Our approach to this Specific Plan is defined
by two primary drivers: climate resilience
and place-based, equitable development.
Guided by a regenerative design philosophy
rooted in environmental and social equity,
our multidisciplinary team will work with you
and community stakeholders to co‑create a
plan that restores ecological health, fosters
healthy neighborhoods, and supports an
economy that endures through market cycles.
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Project
Approach,
Workplan,
and Schedule
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―Climate Resilience
Learning From the Land
We define regeneration as actively healing the planet
by recreating natural conditions where life can thrive.
In Healdsburg, this begins with understanding the
ecology, microclimate, solar exposure, wind patterns,
and cultural history that shape the Russian River
corridor and surrounding watersheds, to reveal where
future growth is most suitable, and how development
and infrastructure can align with natural systems to
proactively address climate-related challenges.
Flood Resilience: Healdsburg’s riparian corridors and
natural drainage patterns offer essential opportunities to shape a flood resilience approach grounded in
ecological function, and this Specific Plan is poised
to build off of related City efforts, including the
Healdsburg Connectivity Masterplan and ongoing
Badger Park masterplan. By refining riparian setbacks
and establishing new development frameworks that
reduce flood exposure and enhance habitat and
public access, this Specific Plan can shepherd multi
benefit strategies (e.g. floodable terraces, native
plantings, and elevated paths) that support river
health and create community connections to the
water. New and existing streets can also be made to
work with natural drainage, using strategies such as
bioswales, permeable paving, and stormwater planters
that manage runoff, reduce heat, and contribute to
aquifer recharge.
Fire Risk Mitigation: The increasingly volatile risk of wildfire in California necessitates a proactive planning approach. Within the Plan Area, US 101 and the rail
line already serve as natural fire breaks based on the
prevailing wind patterns. New development along
these edges offers an opportunity for enhanced fire
resistant design, paired with landscape strategies that reduce fuel loads, cool the air temperature during
warmer months, and improve evacuation and/or
staging area opportunities during emergencies.
Diversifying Water Use: As part of an expanded
green infrastructure approach that captures, stores,
recharges stormwater into the aquifer, this planning
process can also help illuminate opportunities for
non potable reuse to diversify City water supplies for
urban and agricultural needs, and deliver long term
watershed resilience alongside ecological restoration.
What could it look like for
Healdsburg to mitigate flood
risk, reduce fire vulnerability,
and diversify its water
supply with multi‑beneficial
green infrastructure that
collects seasonal water flows
for use during drier months?
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Groundwater
Infiltration Streets Stormwater
Tributary Streets
Fire Protective
Development Zone
Former Syar
Gravel Plant
Healdsburg Veterans
Memorial Beach
Badger Park
Healdsburg Existing
Natural Systems Analysis
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―Place-Based, Equitable Development
Right-Sizing TOD
Right sizing TOD for Healdsburg is not simply about adding housing near transit; it is about determining where growth belongs and what it must be paired with to meet MTC TOC density targets and also enable a complete, enduring district where people of all income levels, races, and ethnicities can thrive. Within the Specific Plan area, we see this evaluation playing out differently across three emerging subareas:
nj Station Core: The heart of the station area, this area is already experiencing rapid change and new vibrancy
driven by the recent Mill District and a growing cluster of tasting rooms, breweries, and restaurants. Its direct transit access and proximity to downtown create strong potential for a housing‑ and amenity‑rich neighborhood. At the
same time, this area has long functioned as a key industrial node with manufacturing and auto‑oriented businesses
that provide essential services, good jobs, and contains much of the city’s naturally occurring and deed‑restricted affordable housing. As such, preservation and
anti‑displacement strategies will be vital ingredients for its overall success. Designated by the state as an area of high segregation and poverty, this planning effort must bring together stakeholders to craft equity-driven planning
approaches that balance neighborhood stability and
affordable housing protections, while meeting TOC density target, and infuse more connections between blocks on
either side of the rail line to increase access to amenities, mobility choices, and essential community services.
nj South Entry Industrial: Encompassing the former gravel site and industrial corridor along Healdsburg Avenue, this area is defined by the opportunity it holds to create a new neighborhood using a holistic and integrated approach
to urban design—with new streets, utilities, and a mix of uses that will enable a vibrant, connected sense of place, balanced with a human-scale design approach that
balances new development, open spaces and communityserving uses. Characterized by many existing essential industrial operations that are likely to remain, including a lumber yard and wine‑related facilities, planning for this area will require careful consideration of how to
thoughtfully integrate new residential, commercial, and open space uses without displacing existing industries. nj Downtown edge: Here, the key opportunity lies in
strengthening street and public‑realm connections to
the station area from Healdsburg’s existing and highly
successful central plaza and downtown, allowing
downtown’s walkability and energy to extend southward,
allowing the station to become a natural gateway to
Healdsburg’s thriving downtown.
Enabling a Contextual
Industrial Ecosystem
The station area and south entry comprise a concentration of industrial and commercial uses that play a central
role in Healdsburg’s regional economy. Wine logistics,
construction materials, equipment and storage yards, and key service operations support the production and supply networks that define Sonoma County, and their continued viability is essential. At the same time, these areas include The Mill D
Mixed
Healdsburg
Plaza
Healdsburg
City Hall
What could a distinctly
“Healdsburg model” of
transit‑oriented community
look like–one that stitches
together industry, housing,
and culture into a unique
and connected whole?
Emerging Subareas and
Planning Context
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a range of tasting rooms, breweries, galleries, retail spaces, and creative businesses that together form an emerging
innovation ecosystem—one where different business types and scales benefit from proximity and feed off one another’s activity. The arrival of SMART creates a timely opportunity to examine how existing land use districts should evolve, where industrial functions should be preserved or reinforced to support small makers or emerging industries, and how infrastructure improvements can help businesses operate efficiently while contributing to a walkable, mixed‑use environment near transit.
Transit‑oriented development adds a further layer of
opportunity and responsibility here, as many workers in Healdsburg’s industrial, service, and hospitality sectors commute long distances due to limited nearby housing
options. With SMART, the potential to locate higher‑density and mixed‑income housing within easy walking distance
of jobs can help workers live closer to employment, reduce transportation burdens, and strengthen the local labor
force. Achieving this outcome in an industrial context
requires careful calibration of different uses to support both employment and housing, attention to freight and
circulation needs, and consideration of amenities that make a neighborhood complete for workers and residents alike without displacing existing businesses.
Together, these considerations underscore the need for
a plan that preserves Healdsburg’s essential industrial uses, cultivates a dynamic commercial ecosystem, and
leverages transit to create a more accessible, resilient, and opportunity‑rich district that can adapt with market and industry changes.
Former Syar
Gravel Plant
Healdsburg Veterans
Memorial Beach
District
d-Use
Badger Park
Canyon Rock
L&M
Motel
Scattered
Sites
Healdsburg
Recreation
Park
Pine Tree
Pre-School
Mill District
Lot 7
Healdsburg Lumber
Company
Capital Lumber
Tasting Room / Other Wine Related Business
Industrial Business
Affordable Housing Development
School / Church / Other Community Use
Station Core
East-of-the-River Industrial
Downtown Edge
Potential New Multi-Modal Connections
MU
Industrial
Industrial
Industrial
Industrial
IND
MU
MU
MU
MU
MU
MU
MU
MU
Healdsburg Natural
Systems Considerations
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Scope of Work
Task 1: Project Initiation and Management
Task 1.1: Project Management
Perkins&Will will provide project management for all tasks detailed in this scope of services for the duration of the Contract. Responsibilities will include:
nj Preparation of a work plan identifying principal activities to be conducted and a timeline for completion with
milestones and deliverables
nj Ongoing management and administration of the Contract nj Regular progress meetings with City staff per the outlined schedule
nj Coordinating meetings, public outreach, and various
workshops as described below
nj Overall management of Perkins&Will team and
subconsultants
nj Oversight of budget, scope, schedule, deliverables, and QA/QC
nj Preparation and submission of a monthly invoice by task and percentage of completion detailing work performed
by the Perkins&Will team
Deliverables
nj Detailed work plan and project schedule
nj Monthly invoices and progress summaries
Task 1.2: Core Team Meetings
Perkins&Will will organize and participate in regular
meetings with City staff to coordinate and report on
project progress, upcoming events, and deliverables. A
suggested frequency of progress meetings is included in the project schedule.
Deliverables
nj Meeting agenda
nj Meeting Presentation Materials
Task 1.3: Kick-Off Workshop and Site Walk
The Perkins&Will team, in collaboration with City staff, will facilitate a joint kick-off and visioning session within the first month of the project. This half-day meeting will bring together representatives from the consultant team and key decision-makers from the City of Healdsburg to:
nj Establish project goals and outline key design and
planning principles to guide the planning process
nj Review the project schedule and confirm administrative and communication protocols
nj Compile and discuss existing documents and data to
initiate Existing Conditions task.
Additionally, the Perkins&Will team will work with the city to lead a site walk of the plan area, preparing a walking route, and highlighting notable locations for group discussion.
Deliverables
nj Meeting Agenda
nj Meeting Presentation Materials
nj Data Request Matrix
nj Site Walk Tour Map
nj Meeting Summary
Task 2: Community Engagement
Task 2.1: Community Engagement Strategy
As a first order of business, The Perkins&Will team, with Circlepoint as our Community Engagement lead, will
work closely with the city to develop a written Community Engagement Strategy that provides actionable, measurable methods for achieving the City’s engagement objectives.
The written Strategy will Include:
nj A high-level analysis of target audiences and key
stakeholders to help determine the most effective tailored messages, communications tools and meeting forums for
reaching them.
nj A detailed implementation plan, including desired
outcomes for each public touchpoint, communications
and public notification methods, timelines and roles and responsibilities.
nj Specific methods for engaging non-English speaking
community members.
nj Roles and responsibilities for the Community Advisory and Technical Advisory Groups and an iterative process for
engaging them and sharing key inputs and decisions. With the City’s consent, we will work in partnership with Corazon Healdsburg to help determine the most effective methods for engaging non-English speakers and seek their input on appropriate communications tools and meeting venues.
nj Circlepoint will provide outreach to businesses and
property owners and residents within plan boundaries (up 22 Item 8.c
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to 500 feet). This will be done efficiently through outreach to HOAs, NOAs, the Chamber of Commerce, the Visitor’s
Bureau, and other “clearinghouses” that have established communications with target audiences.
nj Circlepoint will develop a Communications toolkit with information, such as eblasts, surveys and social media
and other public education and notification materials for distribution by the City, as well as by partner agencies, and, with the City’s consent, CAC and TAC members to their cohorts and constituents.
Deliverables
nj A written Community Engagement Strategy
nj An actionable Engagement Implementation Plan that
aligns with key planning and environmental milestones
nj A communications toolkit with informational/educational material in English and Spanish, which will be updated up to three times during the period-of-performance
Key Assumptions
nj The Strategy will be 5-7 pages
nj The Strategy will undergo one consolidated revision cycle Task 2.2: Community Advisory Committee (CAC)
Perkins&Will and Circlepoint will work closely with the city to identify a broad cross section of community stakeholders to participate in the Community Advisory Committee
(CAC). Members will include property and business owners within the plan area, as well as members of non-profit
organizations and community-based groups, as well as
residents and business owners from outside the plan area.
Deliverables
nj A list of potential CAC members
nj A CAC Charter/Facilitation Guidelines
nj Facilitation of up to three CAC meetings
Key Assumptions
nj The city will coordinate meeting invitations, venue, and meeting logistics for the advisory group.
nj The initial kickoff meeting will be in-person, and the three additional meetings will be virtual.
Task 2.3: Technical Advisory Committee
Perkins&Will will support the City in preparing for and facilitating two TAC meetings. The first TAC meeting will occur following completion of the Existing Conditions
Report, as the consultant team begins developing land
use and circulation alternatives. Working closely with City staff, the team will identify technical experts from relevant departments and partner agencies - including SMART and
MTC - to participate in a half-day technical design charrette.
This closed-door working session will focus on key topics such as land use and housing, anti-displacement strategies, multimodal connectivity, ecological considerations, and potential redevelopment opportunity sites.
A second TAC meeting will be convened near the completion of Task 6: Infrastructure Development and Services Plans, and during the preparation of the Administrative Draft of the Station Area Specific Plan.
Deliverables
nj Meeting Agenda
nj Presentation and Base Map Materials
nj Meeting Summary
Key Assumptions
nj The city will coordinate meeting invitations, venue, and meeting logistics for the technical work session.
Task 2.4: Pop-Up Events
Building on the team’s work for SCTA’s SR 12/Fulton
Interchange Feasibility Study, Circlepoint will solicit input from the CAC on appropriate venues and upcoming events
that would enable us to reach a broad cross section of
community members where they are. Circlepoint will also work closely with the City and CAC members to determine whether co-staffing of pop-up events with CBOs would help address barriers to participation in low-income/non-Englishspeaking/ agricultural communities.
Deliverables
nj Logistics Plans
nj Up to one Circlepoint staff member at each pop up
nj A high-level written summary of public comments and
questions
Key Assumptions
nj Each pop up will be a maximum of four hours
nj A representative from a CBO, the City or the technical team will co-staff the event to help address specific
questions that may arise
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nj We assume that the City will incur booth, insurance, and equipment rental fees
nj Circlepoint will provide a Spanish-language interpreter/or Spanish-speaking CBO/community member for all events
nj Summaries will be provided in English and Spanish
Task 2.5: Community Meetings
The Perkins&Will team will collaborate closely with City staff to plan two community meetings over the course of the
planning process. Each community meeting will be designed around clear objectives and scheduled at strategic points in the process.
The first meeting will be a public open house to launch the project and give community members, stakeholders, and
decisionmakers an opportunity to learn about the effort and share their early perspectives on the future of the station area.
The second meeting will be a community design workshop
held during the ideation or alternatives development
phase. This workshop will gather input to help shape a
preferred plan. It may include a presentation, breakout discussions, and a report‑out session focused on reviewing land use alternatives and identifying community priorities for a preferred land use scenario. Interactive tools—such as live polling, storytelling activities, and participatory decision‑making exercises—will be used to capture
feedback. Preparation for the workshop will include targeted outreach to underrepresented communities to ensure broad and inclusive participation.
Deliverables
nj Meeting agenda
nj Community Meeting Presentation and Tabling Materials
nj Circlepoint will provide neutral, consensus-focused
facilitation, meeting planning and staff support, and
meeting summaries in English and Spanish.
nj Circlepoint will coordinate with a translation vendor to provide certified Spanish translation of all public notices, public meeting materials, and project website content.
Task 2.6: Planning Commission and City Council
Presentation (2)
The Perkins&Will team will present to, and respond to
questions from, both the Healdsburg Planning Commission and the City Council at two key points in the planning
process. The first presentation will occur during Task 4, when the team will review the draft land use and urban design alternatives and gather input to help identify a preferred plan. The second presentation will take place during the public review period for the Station Area Specific Plan.
Deliverables
nj Presentation Materials
nj Meeting Summary
Task 2.7: Project Website
Perkins&Will and Circlepoint will develop compelling, clear and accurate content about the Healdsburg Station Area
Specific Plan to be incorporated onto the project page on the City’s website.
Deliverables
nj The development of non-html text content for posting to the City’s existing website
nj The development of simple, layperson-friendly graphics, which may include a project timeline, funding pie chart or other information
nj One simple online survey (using SurveyMonkey) or other tools that auto-tabulate responses.
Key Assumptions:
nj All materials for the website will be provided in English and Spanish
nj We assume up to five updates of content during the 20- month period of performance
nj We assume that all materials will be 508 (ADA) compliant nj We assume that the City will post approved content in html. (Circlepoint will provide plain text only)
nj We assume that the Perkins & Will team will provide all renderings, visualizations and technical images, as well as interactive mapping tools, as appropriate. Circlepoint will provide simple graphics, such as project timelines and process diagrams, and funding pie charts.
nj We assume that the City will provide photographs for
informational materials and the website.
nj The City will support identification and reservation of meeting venues if they are hosted in-person, including
payment for all associated costs (room reservation fees, equipment rentals, refreshments, etc.)
nj Circlepoint will provide up to two staff members to support each meeting.
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nj Circlepoint will coordinate interpretation services in Spanish for each meeting.
Task 3: Existing Conditions
Task 3.1: Existing Conditions and Opportunities Report
Perkins&Will team will evaluate and document the existing physical and regulatory conditions within the plan area.
Perkins&Will will compile findings from sub-consultants to develop a robust understanding of the opportunities and constraints in the Study Area.
The report will document the following topics -
Task 3.1.1: Planning Context, Urban Design,
Community Assessment
Perkins&Will will review and distill relevant planning
documents and GIS data to document the following:
nj Built and Natural History
nj Geographic Boundaries
nj Community Assessment including Demographic and
Health Equity Metrics
nj Existing Land Use and Zoning
nj Pending and Approved Development Projects.
nj Planned Public and Private Improvement Projects.
nj Circulation Network and Street Hierarchy
nj Natural Systems and Resilience
Task 3.1.2: Transportation Infrastructure Assessment
Fehr & Peers will prepare the transportation portions of the Existing Conditions and Opportunities report including mapping current infrastructure elements including vehicle, walking, and cycling networks, and mapping and describing rail and bus transit infrastructure and programs. Mapping will include truck routes, bike comfort, walking issues and opportunities including sidewalk gaps, and summaries
of traffic crashes. The transit description will take into account of the Marin-Sonoma Coordinated Transit Service (MASCOTS) Plan that reduces regional bus service and
refocuses local bus service as feeders to SMART.
The infrastructure assessment will focus on safety, comfort, and access identifying constraints to new development and opportunities to address access constraints, particularly in the area east of the Healdsburg Avenue Bridge. It will describe parking and transportation demand management
(TDM) practices employed in more recent developments
within the study area.
nj Safety: The January 2025 Active Transportation Plan (ATP) summarizes the portions of the 2022 Countywide High
Injury Network (HIN) that exist within Healdsburg. SCTCA has continued to evolve the data and analytics used to
derive the HIN including work Fehr & Peers is supporting to automate processes for adding new data as it becomes available and refining analytics included in the Sonoma County Vision Zero Dashboard. These will inform an areaspecific update to crash summaries within the study area with an emphasis on killed and severe injury (KSI) crashes. nj Comfort: The ATP contains level of traffic stress (LTS) data for the entire city based on conditions in 2025. The city has since conducted a comprehensive study of posted speed
limits that reduces posted speeds on several roadways
within the study area. LTS data will be updated to reflect revised speed limits as well as recently implemented
infrastructure projects.
nj Access: While transportation impact analyses commonly use vehicle miles of travel (VMT) per capita as the basis for determining impacts, it is good practice that large area plans consider traffic operations in assessing development capacity and identifying measures to build infrastructure to support new development. Fehr & Peers will work
with the city to identify prior analyses that have been conducted as part of new development in the SMART
station area and area east of the Healdsburg Avenue
Bridge. This will include identifying intersections and other facilities that represent vehicle capacity constraints, determining availability of traffic data to analyze level of service (LOS) at these locations, and coordinating new traffic counts to collect. This transportation scope assumes that intersection analysis will be conducted at up to 10 locations and that new counts will be conducted at all
locations. Analysis will be conducted for typical weekday AM and PM peak hours using Synchro/SimTraffic. Transit
access will be summarized including a brief history of
SMART, its scheduled arrival in Healdsburg, and the transit service program anticipated upon arrival. Bus services
will be mapped and described for current conditions and conditions with the implementation of the MASCOTS Plan.
Designated Truck Routes will be mapped, and constraint
points identified, most notably the Healdsburg Avenue
Bridge over the Russian River.
Task 3.1.3: Market Demand Analysis and Affordable
Housing and Anti-Displacement Strategy
EPS will support the Existing Conditions Report evaluate demographic, economic and real estate market trends
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that inform land use opportunities in the study area. This analysis will identify opportunities, constraints, and policy considerations that influence development potential.
EPS will conduct a market demand and development
feasibility analysis which evaluates opportunities for
residential and commercial development, and forecasts
development potential.
Additionally, EPS understands that Healdsburg is interested in how the Specific Plan buildout may impact non-subsidized affordable housing units in or near the Plan Area. EPS will use data regarding demographic and economic trends to
evaluate the potential for disadvantaged or vulnerable
populations to be affected by development within the Plan Area. EPS will provide a memo outlining potential mitigation strategies for consideration in subsequent tasks.
Task 3.1.4: Civil Infrastructure Systems and
Flooding Conditions
BKF will support preparation of the Existing Conditions Report by evaluating civil infrastructure systems and
flooding constraints within the Specific Plan boundary, with particular attention to the area east of the Healdsburg Memorial Bridge. The assessment will leverage available utility maps, utility master plans, and studies and will be conducted at a planning level (no hydraulic modeling). BKF analysis will include:
nj Review of Existing Utility Infrastructure: Compile and review available information on sanitary sewer, storm
drainage, and domestic water systems; identify major
facilities and summarize known capacity/operational
constraints.
nj Flooding and Floodplain Conditions: Review FEMA Flood Insurance Rate Maps and Flood Insurance Studies; identify flood hazard zones and regulatory constraints (e.g.,
no-net-fill within mapped floodplains) and summarize
implications for redevelopment.
nj Planned Capital Improvement Projects: Review adopted
CIP and related documents to identify planned utility/
drainage projects that may influence the feasibility of certain land planning scenarios.
nj Utility Deficiencies East of the Healdsburg Memorial
Bridge: Identify existing service gaps and constraints for water, wastewater, and storm drainage on the east side
that may affect redevelopment feasibility and intensity.
BKF have also included time to interface with City Public Works staff to discuss known problem areas and to gain
first-hand knowledge about existing utility systems.
Deliverables
nj Existing Conditions Report
Task 4: Land Use and Circulation
Alternatives Analysis
Task 4.1: Land Use Alternatives
Building on the work completed in Tasks 2 and 3, the
Perkins&Will team will develop up to two land use and
circulation alternatives that integrate public input, urban design strategies, and development opportunities.
Each alternative will evaluate multimodal circulation,
transit access, and active transportation improvements.
Transportation impacts—including VMT, LOS, and
multimodal performance—with an emphasis on buildout
conditions, will also be assessed.
To evaluate the opportunities and constraints of each
alternative and inform the selection of a preferred plan, the consultant team will undertake the following:
nj Perkins&Will will expand upon the technical analysis
documented in the existing conditions report to prepare evidence‑based urban design plan frameworks that
support a multimodal circulation network and a calibrated mix of uses, including platting for compact urban
development and a regenerative public realm. These
frameworks will be illustrated through 2‑D urban design graphics.
nj BKF will provide high-level feedback on how utility
infrastructure constraints and opportunities influence land use alternatives and development intensity. This includes evaluating whether sanitary sewer capacity could be a
limiting factor and considering flood zone implications, including potential no-net-fill constraints within the 100- year floodplain. BKF will provide support to the consultant team during alternatives development and participate in Technical Advisory Committee discussions as appropriate.
It is assumed that BKF will provide a supporting, advisory role for this task, leveraging our work from the Existing Conditions Analysis and Infrastructure Development and
Services Plan.
nj Fehr & Peers will prepare the transportation portion of the alternatives analysis, including quantification of VMT and LOS and derivation of circulation systems to serve
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two project alternatives. Trip generation estimates will be based on MXD+, a custom tool developed by Fehr &
Peers and approved for use by the EPA and ITE and that
was revalidated post-pandemic. Potential transportation systems will be mapped for all travel modes. To the extent that major infrastructure changes are contemplated, Fehr & Peers will prepare trade-offs illustrations to convey the costs and benefits.
nj Fehr & Peers will develop initial recommendations
on parking standards to employ within the ½ mile
radius of the SMART station and areas outside of this
boundary drawing on parking standards employed in
comparable agencies for other MOC TOC projects. Initial recommendations will include minimum and maximum
parking requirements, specific parking recommendations
for each of the two alternatives, and associated parking management and transportation demand practices.
Task 4.2: Building Prototype Testing and
Feasibility Analysis
Perkins&Will will develop up to six architectural feasible building prototypes illustrating land use, densities, and heights that reflect market conditions and align with the Healdsburg context.
EPS will use a developer pro forma cash‑flow model to
evaluate the economic feasibility of up to six building prototypes. EPS will draw on multiple data sources—
including developer interviews, comparable project
experience, and construction cost databases—to estimate assumptions such as pricing, hard and soft costs (e.g., financing, architecture, permits and fees), and threshold return metrics. The analysis will test the implications of pricing, potential development incentives, and opportunities for adaptive reuse of transitioning or obsolete land uses.
Deliverables
nj Land Use and Circulation Alternatives Analysis Slide Deck nj Building Prototype Testing and Feasibility Analysis Slide Deck
Task 5: Preferred Plan
Task 5.1: Preferred Plan
Based on input from community stakeholders, City staff, advisory boards, and elected officials on the two land
use and circulation alternatives, the Perkins&Will team will prepare a Preferred Plan for incorporation into the final Station Area Plan. The Preferred Plan will include the following frameworks:
nj Vision Statement
nj Land Use and Urban Form
nj Multimodal Circulation and Access
nj Parks, Open Space, and Habitat
nj Community and Equity
nj Resilience
Fehr & Peers will develop parking recommendations
including parking supply recommendations and
management practices. This will include ideas on how
to operationalize shared parking and managed parking
recommendations.
BKF will provide focused civil engineering input to confirm key utility and flooding assumptions, identify constraints and opportunities, and ensure the existing and proposed utility infrastructure is sufficient to support the proposed land use scenario of the Preferred Plan. It is assumed that BKF will provide a supporting, advisory role for this task, leveraging work from the Existing Conditions Analysis and Infrastructure Development and Services Plan to inform the Preferred Plan Development.
Deliverables
nj Preferred Plan Slide Deck
Task 6: Infrastructure Development and
Services Plan
Task 6.1 Utility Infrastructure Plan
BKF will prepare a proposed utility infrastructure plan for the Specific Plan Area. BKF anticipates that the utility infrastructure improvements will be focused on the area east of the Healdsburg Memorial Bridge, but will also identify infrastructure improvements thought the Specific Plan area needed to support the Preferred Plan. The Infrastructure Development and Services Plan will focus specifically on the following areas:
nj Sanitary Sewer Infrastructure: The area east of the
Healdsburg Memorial Bridge is not currently served by the City’s sanitary sewer system. BKF will work with City Public Works staff to analyze options for extending service to this area at a planning level. Based on BKF’s previous and ongoing work on the Healdsburg Memorial Beach project
with Sonoma County Regional Parks, a new sanitary
sewer pump station on the east side of the Russian River is anticipated, with a force main crossing the bridge. From 27 Item 8.c
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prior work in the vicinity, we understand that there is available flow capacity in the existing Healdsburg Avenue sanitary sewer gravity main, downstream of Ward Street.
BKF will build upon this prior work and coordinate with City staff to identify potential opportunities to partner with the Regional Parks project for shared infrastructure, and to evaluate siting, phasing, and conceptual sizing
considerations for the pump station and force main.
This effort will not include detailed hydraulic modeling or final design. Analysis will utilize sewer demand factor calculations for the proposed land use plan and tabular hydraulic calculations for pipe flow to assess sewer
capacity. BKF will incorporate into our analysis information and output from the City’s sanitary sewer model, if
available, but have not included new modeling or a full update to the existing model.
nj Domestic Water Infrastructure: BKF will evaluate domestic water infrastructure needs to support development east
of the bridge, including identification of preliminary
water main extensions or upsizing. Preliminary sizing
will be based on typical domestic and fire flow demands associated with Preferred Plan land uses, available City information on system pressure and flow, and engineering judgment. Development of hydraulic models for the public domestic water system is not included. BKF will incorporate into our analysis information and output from the existing Domestic Water system, if available, but have not included new modeling or a full update to the existing model.
nj Stormwater Infrastructure, Low Impact Development
(LID), and Flooding: BKF will identify planning-level
stormwater strategies that integrate Low Impact
Development (LID) principles and are coordinated
with Russian River flooding constraints so that future
development improves existing drainage conditions and
regional water quality and does not exacerbate existing flood risks. Use of bio-retention areas and landscaped
stormwater features to promote infiltration, water quality treatment, and peak flow reduction. Minimization of
impervious surfaces to the extent practical, consistent with land use and circulation objectives. Coordination with the consultant team to select appropriate setbacks from the Russian River and existing flood paths to preserve natural conveyance and absorption, and to ensure land use/
circulation concepts allow adequate space for stormwater features. Flood-Resilience Strategy (Integrated with LID):
Portions east of the bridge are within the Russian River flood zone. BKF will coordinate with the team to consider potential flood-resilience strategies and policies such as:
‒ Adopting a no-net-fill approach within the mapped
100-year floodplain to avoid reducing flood storage
or increasing flood elevations.
‒ Locate development outside of the 100-year
flood zone where feasible; where development is
contemplated adjacent to flood-influenced areas,
elevate new structures above base flood elevations
with appropriate freeboard.
‒ Preserve setbacks from the Russian River and flood
paths to allow for overbank flow, flood storage, and
stormwater infiltration opportunities.
nj Electrical and Telecommunications Utility Infrastructure:
BKF has included time to coordinate with local joint utility providers to understand what potential improvements will be necessary to support implementation of the Preferred Plan. We will summarize our findings in the Infrastructure Development and Services Plan.
nj Utility Exhibits and Planning-Level Cost Estimates: BKF will prepare planning-level exhibits illustrating existing and proposed major utility infrastructure improvements
needed to support the Preferred Plan, provided in
AutoCAD or GIS-compatible formats. BKF will also develop planning-level cost estimates for major infrastructure
improvements (water, wastewater, stormwater, and
relevant dry utility coordination) suitable for long-range planning and infrastructure financing discussions. Cost estimates are not intended for final design or construction.
Deliverables
nj Utility Infrastructure Memo
Task 6.2 Traffic Impact Analysis
Based on the Preferred Plan, Fehr & Peers will prepare a traffic impact analysis that includes refined LOS analysis for the 5 intersections evaluated through the Existing
Conditions Report, vehicle miles of travel impact analysis or exemption justification, review of safety impacts, truck and transit access and circulation, and consistency with ATP recommendations for walking and bicycling infrastructure.
Deliverables
nj TIA Memo
Task 6.3 Municipal Services and Revenue Analysis
EPS will develop an interactive fiscal model to estimate how the Preferred Plan will affect the City’s budget. This analysis 28 Item 8.c
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will compare likely key General Fund revenues (e.g. property, sales, and hotel taxes) with the cost of providing municipal services (e.g. public safety, infrastructure maintenance) for the Preferred Plan at buildout. In the case that the Preferred Plan is estimated to have a net-negative impact on the
City’s budget, EPS will suggest changes in land uses and / or potential mitigation measures to address identified shortfalls. Additional funding and financing measures will be assessed as part of the infrastructure financing strategy.
Task 6.4 Infrastructure Financing Strategy
EPS will evaluate locally based funding and financing
mechanisms and identify those likely to be most appropriate to cover the one-time and on-going costs associated with infrastructure and/or municipal services. EPS assumes
infrastructure costs estimates will be provided by the City, or an engineering/utility subconsultant, while service costs would be estimated on a per service population basis.
The analysis will be based on the type of improvements
sought, industry standards regarding who typically pays for what, the timing of public improvements relative to private development, commitments, statutory and legal
considerations, and likelihood of funding from other sources (e.g., see below), among other relevant factors. Financing tools considered will likely include, without limitation, the following:
nj City-wide or area-specific development impact fees (and related reimbursement agreements).
nj Special assessments and taxes (e.g., Mello-Roos
Community Facilities Districts (CFD), business improvement districts).
nj Tax increment financing mechanisms (e.g., Enhanced
Infrastructure Finance District or Community Revitalization and Investment Authority).
nj Voter approved taxes (e.g., sales, parcel, TOT, business license)
nj Community benefit and / or development agreements and policies
Each funding tool will be evaluated based on a variety of criteria, including without limitation:
nj Likely revenue generation
nj Ease of adoption and implementation
nj Cost burden and incidence (including impact of
development feasibility)
nj Flexibility over time
nj Stakeholder support
Deliverables
nj Infrastructure Financing Strategy Memo
Task 7: Station Area Specific Plan
Task 7.1 Administrative Draft
The Perkins&Will team will develop a comprehensive
administrative draft plan. This draft will be informed by community, stakeholder, and consultant team input and
expertise and include the following sections:
nj Introduction: This section will clearly articulate the purpose of the planning effort, identify who shaped the plan, describe the urgency of the issues to be addressed, and highlight opportunities to enhance the qualities that make Healdsburg a distinctive community.
nj The Vision: This section will present the long‑range
urban design vision, outline key planning principles, and reflect community aspirations through achievable design solutions.
nj Specific Plan Policies: The consultant team will identify policies that support desirable new development while
retaining existing uses where appropriate.
nj Design Frameworks: This section will document the design elements approved as part of the Preferred Plan through maps and supporting visuals.
nj Development Standards: This section will include
objective, quantitative standards applicable to
development projects within the Plan Area. Standards will be presented concisely through text, tables, and diagrams, and will address elements such as minimum and maximum
parking, minimum building heights, and site design
requirements. Application of standards to districts and permitted uses will be illustrated.
nj Public Realm Standards: This section will outline standards for improvements to existing public rights‑of‑way and the design of new public streets and public spaces. Content will include right‑of‑way design standards, a circulation network diagram, and a public space network diagram.
nj Community and Equity: This section will include policies that integrate equity and inclusion into development and 29 Item 8.c
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infrastructure projects. Topics will include equity metrics for development and public works, affordable housing
targets, equitable land use mix, mobility access for people of all abilities, equitable access to neighborhood services and amenities, and strategies to address climate impacts on vulnerable populations.
nj Capital Improvements: This section will describe and map proposed utility infrastructure improvements. BKF will
identify improvements needed to support the Specific Plan, covering water, wastewater, stormwater, recycled water, gas, and electricity. The analysis will build on recent studies rather than developing new system models. If needed,
BKF will prepare gravity pipe flow calculations for select sanitary sewer segments to determine whether buildout
will require capacity upgrades.
Because portions of the Plan Area lie within the 100‑year floodplain, the Plan will also review existing and future flooding conditions using the City’s updated flood model. It will include a framework of policies and recommendations incorporating best practices for flood mitigation
and resilience.
Implementation: This section will outline a clear set of actions and investments, identify responsible parties, and provide ROM cost estimates for capital improvements and policy updates not adopted concurrently with the Plan. It will also include recommendations for ongoing monitoring.
The plan will be beautifully formatted with rich illustrations and concise, compelling text. The team will respond to two rounds of consolidated edits from the city.
Deliverables
nj Administrative Draft Plan
Key Assumptions:
nj Once the complete admin draft has been submitted to the city, the Perkins&Will team will receive no more than two rounds of consolidated, non-conflicting set of comments.
Task 7.2: Public Draft
The Perkins&Will team will incorporate City comments and prepare a Public Draft Plan.
Deliverables
nj Public Draft Plan
Key Assumptions:
nj Once the complete public draft has been submitted to the city, the Perkins&Will team will receive no more than one round of consolidated, non-conflicting set of comments.
Task 7.3: Final Plan
The consultant team will review public comments and
prepare a final version of the plan. The Final Plan will be in PDF Format and presented to City Council along with the final EIR for adoption.
Deliverables
nj Final Plan
Task 8: General Plan and Zoning
Amendments
Perkins&Will will serve as advisors to city staff on the providing the needed amendments to the General Plan and Zoning Code based on the proposed land use designations, right of way standards, and densities proposed as part of the Specific Plan.
Deliverables
nj Supporting graphics/visuals for inclusion in update to General Plan and Zoning Code.
Task 9: Environmental Impact Report
Circlepoint will prepare a Programmatic EIR in accordance with the California Environmental Quality Act (CEQA)
to evaluate the environmental impacts associated with
buildout of the Station Area Specific Plan. The Programmatic EIR will be prepared pursuant to CEQA Guidelines Sections 15168 (Program EIRs) and 15182 (Tiering), establishing a comprehensive plan-level environmental analysis and a
clear environmental baseline. This approach will allow
future development projects that are consistent with the Specific Plan to rely on the Programmatic EIR for CEQA
streamlining, including tiering and reliance on prior
environmental analysis.
The City’s General Plan 2030 Revision EIR (certified in 2009) provides a foundational environmental baseline
and program-level analysis for citywide conditions. Where applicable, Circlepoint will utilize relevant information, assumptions, and analyses from the General Plan EIR to
streamline review, verify consistency, and expand upon or update analysis as necessary to address project-specific and site-specific conditions within the Station Area.
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Task 9.1: NOP/Scoping
In accordance with CEQA Guidelines Sections 15082 and
15083, Circlepoint will support preparation and filing of the Notice of Preparation (NOP), which formally initiates preparation of the Programmatic EIR. The NOP will
describe the Station Area Specific Plan, identify probable environmental effects, and outline the anticipated scope of environmental analysis.
Circlepoint will also support the CEQA scoping
process, including:
nj Supporting Perkins & Will with preparation of scoping materials related to environmental content and
anticipated areas of analysis, consistent with CEQA
Guidelines Section 15083
nj Participating in a public scoping meeting, as requested, to receive input from responsible agencies, trustee agencies, and members of the public
nj Documenting and summarizing scoping comments to
inform the scope, level of detail, and focus of the Draft EIR, consistent with CEQA Guidelines Section 15126.2(a)
On behalf of the city, Circlepoint will prepare the Notice of Completion (NOC) form and submit it to the State
Clearinghouse along with the NOP. Any additional
distribution of the NOP beyond the State Clearinghouse will be coordinated and completed by the city.
Task 9.2: Project Description
Circlepoint will prepare and submit a detailed project
description for City review and approval. The project
description will build upon the description established in the Station Area Specific Plan and will be prepared
in accordance with CEQA Guidelines Section 15124. The
project description will include, but not be limited to, the following elements:
nj A description of the existing environmental setting,
including the project area’s regional and local context nj Assumptions regarding related projects and cumulative development
nj Project characteristics, including land use changes,
development capacity, infrastructure assumptions, and the implementation framework
nj Project objectives
nj A list of required permits and discretionary approvals nj Future uses of the EIR
Task 9.3: Technical Analysis
Circlepoint will manage and coordinate the technical
analyses necessary to support the Programmatic EIR.
Circlepoint will work with technical team partners to ensure that the information and analyses provided align with CEQA guidelines and are sufficient to support the program-level environmental review. Circlepoint assumes that traffic and circulation data will be provided by Fehr & Peers. For other resource areas, Circlepoint will rely on desktop analyses, literature review, and relevant information from the City’s General Plan 2023 Revision EIR wherever feasible, to
streamline analysis.
Technical analyses will focus on the following CEQA resource topics, consistent with the programmatic scope:
nj Cultural Resources – Alta Archaeological Consulting
(ALTA) will prepare a Cultural Resources Literature Review Report summarizing the project description, regulatory
context, environmental setting, geologic context, and
historic, ethnographic, and precontact background of the area. Based on potential impacts on significant cultural resources, the report will provide recommendations
for mitigation to avoid or reduce impacts. ALTA will
also submit a request to the Native American Heritage
Commission (NAHC) for a Sacred Lands File review. The
City will be responsible for initiating consultation with California Native American tribes pursuant to AB 52 and SB 18, and ALTA will compile relevant information and
documentation to support the CEQA process. Circlepoint
will leverage this analysis to inform the Programmatic EIR. nj Biological Resources – BIOMAAS will prepare a Biological Resources Technical Report summarizing existing
conditions, sensitive habitats, and potential impacts. The report will provide recommended mitigation measures
where necessary. Circlepoint will integrate this analysis into the Programmatic EIR.
nj Air Quality, Greenhouse Gas Emissions, Noise, Vibration, and Utilities/Energy – Impact Sciences will conduct
analyses of these resource topics and draft the associated EIR sections. Circlepoint will review and coordinate these analyses to ensure consistency with the Programmatic EIR objectives and CEQA Guidelines.
Circlepoint will serve as the primary coordinator for
all technical reports in support of CEQA, ensuring that assumptions, methodologies, and conclusions are consistent, clearly documented, and adequately supported for the
Programmatic EIR. Circlepoint will also integrate findings 31 Item 8.c
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into the Draft EIR sections, including cross-referencing analyses and identifying cumulative impacts where
appropriate.
Task 9.4: Administrative Draft EIR
The Administrative Draft EIR will be prepared consistent with CEQA Guidelines Sections 15120–15132 and will include the following components:
nj Introduction
nj Executive Summary
nj Project Description
nj Discussion of Environmental Impacts and Mitigation
Measures
nj General Impacts Categories (Cumulative Impacts, GrowthInducing Impacts, Significant Irreversible Changes) nj Alternatives
nj Organizations and Persons Consulted
nj Preparers of the EIR
nj References
The Administrative Draft EIR will be provided to City staff for review and comment prior to preparation and circulation of the Public Review Draft EIR.
Task 9.5: Public Review Draft EIR
Following receipt of City comments on the Administrative Draft EIR, Circlepoint will revise and prepare the Public Review Draft EIR for circulation. Revisions will incorporate City and internal review comments, finalize impact analyses and associated mitigation measures, and ensure the
document is formatted and ready for public distribution.
Circlepoint will submit the Draft EIR to the State
Clearinghouse for distribution to responsible and trustee agencies, making the document available for public review in compliance with CEQA.
Circlepoint will prepare the Notice of Availability (NOA) in accordance with CEQA Guidelines Section 15087, for
distribution by the City, including filing with the County Clerk. The City will also be responsible for publishing the NOA in a newspaper of general circulation. Circlepoint will prepare the NOC for the Draft EIR and submit it to the State Clearinghouse on behalf of the City, consistent with CEQA Guidelines Section 15085.
The Draft EIR will be circulated for a minimum 45-day public review period. It is recommended that the City hold a public hearing during this period to provide an opportunity for oral comments on the Draft EIR. Circlepoint’s scope includes attendance at one public hearing, during which staff will be prepared to provide a presentation on the Draft EIR and respond to questions. It is assumed that the City will provide a court reporter to ensure that all substantive comments on the adequacy of the Draft EIR are accurately recorded.
Throughout the review period, Circlepoint will maintain the EIR Administrative Record, ensuring all materials and correspondence related to the Draft EIR are documented
and accessible in compliance with CEQA
Task 9.6: Final EIR
Following the close of the Draft EIR public review period, Circlepoint will prepare written responses to comments
received. Circlepoint assumes the City will provide copies of all written comments and court reporter notes from the Draft EIR public hearing. All comments will be compiled, organized with alpha-numeric codings, and summarized
to identify major issues or recurring concerns. Circlepoint will participate in one meeting with City staff to discuss the recommended approach for responding to comments,
including the potential use of master responses for recurring or similar comments.
The hours included in the proposed budget for responses to comments are an allowance. If an unusually large volume of comments is received (e.g., more than 15 distinct comment letters), Circlepoint will coordinate with the City to determine an appropriate path forward. This scope assumes that
responses will not require substantial additional research, analysis, or meetings with commenters.
Consistent with Section 15132 of the CEQA Guidelines, the Administrative Final EIR will comprise the following elements:
nj Project Description
nj A Summary of the Environmental Process
nj Responses to Comments, including a list of persons,
organizations, and public agencies commenting on the
draft EIR; the comments received, and the City’s responses to each comment
nj An Erratum to address any necessary changes to the Draft EIR that may result from public comments
nj Appendices (as needed)
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Based on up to two (2) sets of consolidated comments from the City, Circlepoint will revise the Administrative Final EIR and provide electronic copies of the Final EIR and the Mitigation Monitoring and Reporting Program (MMRP)
to the City.
Assuming the project is approved, Circlepoint will prepare the Notice of Determination (NOD) to be filed by the City with the Sonoma Clara County Clerk within five business days of project approval. The NOD filing also requires
payment of a County Clerk filing fee and CDFW review
fees, which Circlepoint assumes will be paid by the City.
Circlepoint will file the NOD with the State Clearinghouse on behalf of the City.
Deliverables
nj NOP, NOC, Comments in Response to NOP and Scoping
Meeting
nj Project Description
nj Administrative Draft EIR
nj Public Draft EIR
nj NOA, NOC
nj Administrative Record
nj Final EIR
nj MMRP
nj NOD
Schedule
The Programmatic EIR will be prepared to follow and
support the Station Area Specific Plan, evaluating potential environmental impacts associated with plan implementation and establishing a foundation for CEQA streamlining for future projects. Preparation of the Programmatic EIR, from Notice of Preparation through final certification and filing of the Notice of Determination, typically takes approximately nine to twelve months, depending on the complexity
of technical studies, the volume of agency and public
comments, and the review time required by the City.
Circlepoint will endeavor to streamline the environmental process wherever possible to ensure efficient delivery.
Schedule efficiencies include, elimination of duplicative work, proactive review of potential issues prior to submittal and close communication with City staff to facilitate timely review and minimize delays during public circulation and comment response periods.
Key Assumptions
The following assumptions form the basis of this scope of work and associated cost proposal for the project. These assumptions reflect the anticipated project schedule, the roles and responsibilities of the EIR preparer (Circlepoint), and the scopes of work for specialized subconsultants.
Circlepoint
Circlepoint’s scope and fee are based on the following
assumptions:
nj The Station Area Specific Plan’s planning framework,
development assumptions, and alternatives will be
sufficiently defined and coordinated with Perkins & Will to support preparation of the Project Description, Draft EIR, and Final EIR without substantial rework
nj The CEQA process will consist of one (1) Draft EIR and one (1) Final EIR, with a single public review period and no anticipated recirculation of the Draft EIR
nj Preparation of CEQA findings, including findings of
fact and a statement of overriding considerations, if
applicable, will be the responsibility of the City
Impact Sciences
nj Impact Sciences’ scope and cost proposal are based on the following assumptions
nj Impact Sciences’ cost proposal assumes two (2) review cycles of each deliverable
nj The cost proposal for Responding to Public Comments
on the DEIR assumes no new technical analysis would be
required
nj The cost proposal does include stand-alone existing
conditions reports, or support on the initial study, NOP, and scoping tasks
nj Direct costs for printing and shipping of the environmental document are not included
BIOMAAS
BIOMAAS’ scope and cost proposal are based on the
following assumptions:
nj BIOMAAS will provide reports to the CEQA team. This
scope does not include costs associated with preparation of the Biological Resources section of the CEQA document nj The Development Area map shows that the area is
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primarily developed therefore it is assumed that botanical survey results can be included in the BRA rather than
requiring the preparation of a Botanical Resources Report nj Drive time will be billed from staff home or BIOMAAS
office, whichever is closer to the project site
nj BIOMAAS does not bill for hours not worked
ALTA
Alta’s scope and cost proposal are based on the following assumptions:
nj The client will provide a project description and geospatial data for the project area
nj The information provided to ALTA regarding the project area is accurate, and the survey area is no larger than that depicted on maps sent to our office on January 7, 2026
nj This scope does not include any field surveys or field work. All information gathered for the Cultural Resources Literature Review Report will be via desktop efforts only. If field work is requested or required, a contract modification will be required
nj Native American consultation support under AB52 and
SB18 will include correspondence with up to ten (10) tribal groups
nj ALTA will respond to one (1) round of consolidated
comments on the report
nj ALTA will attend up to five (5) meetings and provide
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Rio Grande District Community Visioning Session
Salt Lake CIty, Utah
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Proposed Schedule
1 2 3 4 5 6 7 8 9 10
TASK 1: PROJECT MANAGEMENT
1.1: Project Management
1.2: Core Team Meetings
1.3: Kick Off Workshop and Site Walk
TASK 2: COMMUNITY ENGAGEMENT
2.1: Community Engagement Strategy
2.2: Community Advisory Committee
2.3: Technical Advsiory Committee
2.4: Pop Up Events
2.5: Community Meetings
2.6: Planning Commission and City Council Presentation
TASK 3: EXISTING CONDITIONS
3.1: Existing Conditions and Opportunities Report
TASK 4: LAND USE AND CIRCULATION ALTERNATIVES ANALYSIS
4.1: Land Use Alternatives
4.2: Building Prototype Testing and Feasibility Analysis TASK 5: PREFERRED PLAN
5.1: Preferred Plan
TASK 6: INFRASTRUCTURE DEVELOPMENT AND SERVICES PLAN
6.1: Utility Infrastructure Plan
6.2: Traffic Impact Analysis
6.3: Municipal Services and Revenue Analysis
6.4: Infrastructure Financing Strategy
TASK 7: STATION AREA SPECIFIC PLAN
7.1: Administrative Plan
7.2: Public Draft Plan
7.3: Final Plan
TASK 8: GENERAL PLAN AND ZONING AMENDMENTS
8.1: General Plan and Zoning Amendments
TASK 9: ENVIRONMENTAL IMPACT REPORT
9.1: NOP / Scoping
9.2 Project Description
9.3:Technical Studies
9.4 Administrative Draft EIR
9.5 Public Review Draft EIR
9.6 Final Draft EIR
Kick-Off + Site Tour
Pop Up 1 Pop Up 2
TAC #1
CAC #1 CAC #2
Community
Open House Community Workshop
Planning Commission
and City Council
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11 12 13 14 15 16 17 18 19 20 21 22 23 24
PUBLIC CIRCULATION
REVIEW
REVIEW
PUBLIC CIRCULATION
PUBLIC CIRCULATION
TAC #2
Preferred Plan
Presentation
Planning Commission
and City Council City Council
REVIEW
REVIEW
Admin Draft
Public Draft
Final Draft
Preferred Plan
Plan and EIR Adoption
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Upper Harbor Terminal Park
Minneapolis, Minnesota
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Quality
Control
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Delivering a complex station area plan to the highest
standards of accuracy and quality—while also staying on schedule and within budget—requires disciplined project management and rigorous quality control. This is especially true for a plan that integrates land use, housing and
market analysis, mobility, community engagement, climate resilience, and implementation strategies across multiple City departments and consultant partners. Perkins&Will is committed to ensuring that every component of the project is clear, coordinated, and technically sound. To achieve this, we employ the following administrative structures and quality assurance practices:
Coordination with City Staff, Governance &
Decision-Making
At project initiation, we will work closely with City of Healdsburg staff to confirm the project’s governance
structure, including the composition of the core team,
decision making authority, review milestones, and
communication protocols. Establishing this alignment
early ensures efficient progress and timely, well
coordinated feedback.
Regular, Structured Coordination
We will maintain a consistent rhythm of coordination with the city, including:
nj Recurring core team meetings to strategize specific topics pertaining to the plan, review interim deliverables, and prepare for engagement touchpoints.
nj Meeting agendas and materials shared in advance,
with follow-up summaries documenting decisions,
responsibilities, and next steps.
Integrated Workplan and Task Sequencing
Perkins&Will will develop and maintain a detailed workplan that sequences tasks, identifies dependencies, and aligns engagement with technical analysis and decision points. The workplan will be refined at kickoff and updated as needed.
Proactive Scope and Budget Control
To inform decision-making and avoid late-state surprises, we actively manage scope and budget through:
nj Clear task definitions tied to the Scope of Work
nj Ongoing monitoring of hours and progress
nj Early identification of scope pressures, with prompt
communication to the city.
Consultant Team Members Roles and Responsibilities
Perkins&Will as the prime consultant have assembled a team of specialized subconsultants with complementary expertise and deep experience in Sonoma County. Each team member
has a clearly defined role aligned with their technical strengths and scope of work. Our responsibilities include the following:
Perkins&Will: Project Management and Coordination,
Urban Design and Planning, Landscape Architecture,
Architecture and Built Form Guidance, Technical Stakeholder and Community Engagement, Climate Resilience and
Sustainability, General Plan and Zoning Amendment
Support, Station Area Plan Authorship and Production,
Graphic Design and Visualization.
Fehr & Peers: Multi-modal transportation planning, Parking and Transportation Demand Management (TDM)
BKF: Utility Infrastructure Planning, Flooding and
Stormwater Mitigation
EPS: Market Demand Analysis, Affordable Housing and
Anti-Displacement Strategy, Development Feasibility and Prototype Testing, Municipal Services and Revenue Analysis and Infrastructure Financing Strategy.
Circlepoint: Community Engagement Support,
Environmental Impact Report (EIR) Preparation
Centralized Communication and Document Control
Perkins&Will will manage all project communications,
schedules, and deliverables through a centralized system.
This includes:
nj A single point of contact for city staff
nj Standard templates for memos, presentations, and
summaries
nj A Microsoft SharePoint project folder to share in progress materials and final deliverables.
Deliverable Quality Control and Integration
We apply internal quality control at key milestones to
confirm that subconsultant inputs are accurate, aligned with project goals, and ready for city review. Perkins&Will synthesizes all inputs into cohesive, deliverables, avoiding the need for staff to reconcile disparate materials.
Quality Control
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Scranton Peninsula Master Plan
Cleveland, Ohio
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Project
Examples and
Reference
Form
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Attachment 3
Proposer References and Resumes
RFP-01-026 Attachment 3
City of Healdsburg Page 1 of 1 Station Area Specific Plan Experience & References- Provide a listing of recent and successfully completed agreements/contracts (preferably with public agencies or public utility organizations) for the type of services described in scope of work. A minimum of three (3) references from other agencies for which the Proposer has recently provided the services described in this solicitation must be provided.
Agency or Firm Name Agreement Amount Agreement Date Contact/Reference (Name & Phone #) Resumes - Resumes of the key members of the proposed consultant team, including subconsultants, shall be provided on additional pages attached hereto. The resumes shall include relevant experience related to the work requested in this RFP.
City of Santa Clara $1,460,000
John Davidson
t. (408) 615-2478
e. [email protected]
City of San Carlos $1,500,000 2022 - 2025
Al Savay
t. (650) 802-4209
e. [email protected]
City of Hanford $725,000
Jason Waters
t. (559) 585-2500
e. [email protected]
2024 - 2025
2016 - 2023
Harmonie Park Development
Don Capobres
t. (415) 710-7640
e. [email protected]
$1,500,000 2023 - 2024
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The North Ventura Coordinated Area Plan (NVCAP) represents a rare opportunity within the City of Palo Alto to plan proactively for a transit-oriented, mixed-use, mixed-income, and walkable neighborhood. The NVCAP sets forth a community-led vision encapsulated in a series of urban design frameworks which:
• Calibrates the optimal mix of uses including allowances for 530 additional residential units and new retail/communityservicing businesses; • Supports a multi-modal mobility framework that seamlessly connects to Caltrain, El Camino Real, and the larger citywide transportation network;
• Fosters a regenerative and ecological framework to support the health and wildlife including 2 acres of new park space and a fully naturalized Matadero Creek;
• Establishes a context-sensitive urban form to accommodate transit-supportive densities while gradually transitioning to the surrounding neighborhoods.
The corresponding Design Standards and Guidelines include requirements to see the design frameworks come to fruition over time while not being overly prescriptive which could lead to obstacles to providing much-needed housing for the region.
Client: City of Palo Alto― Size: 60 acres ― Completion Date: June 2024― Contract Value: $1,200,000
Palo Alto North Ventura
Coordinated Area Plan
Palo Alto, California
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NVCAP honors the storied history of the North Ventura
neighborhood while establishing long-term frameworks
for compact infill development and resilient community
infrastructure.
North Ventura Coordinated Area Plan
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14 CITY OF PALO ALTO
NORTH VENTURA
COORDINATED AREA PLAN
01/21/20
Low-Rise Block + Neighborhood
Serving Commercial
Building Typologies
Massing and Articulation
• 1 Varied facade planes
• 2 Change in material, color, and massing
to break building’s volume down into a
more human scale
Frontage Zone
• 3 Unit entries along street and public
open space
• 4 Individual ground level terraces provide
screening and urban greening
• 5 Upper level balconies for increased
street life Usable Open Space
• 6 Linear spill-out social space activated by
ground floor commercial use
• 7 Individual front gardens for each unit
• 8 Internal courtyard offers publicly
accessible open space
1 2
8 6
7 5
San Francisco, California
Seattle, WA
3 4
North Ventura Coordinated Area Plan
Developed housing typologies in partnership with Strategic Economics to determine feasibility and opportunities for community benefits.
10 CITY OF PALO ALTO
NORTH VENTURA
COORDINATED AREA PLAN
01/21/20
Low-Rise Greenway
Building Typologies
Massing and Articulation
• 1 Varied facade planes
• 2 Change in material, color, and massing
to break building’s volume down into a
more human scale
Frontage Zone
• 3 Unit entries along street and public
open space
• 4 Individual ground level terraces provide
screening and urban greening
• 5 Upper level balconies for increased
street life
Usable Open Space
• 6 Individual front gardens for each unit
• 7 Linear greenway offers publicly
accessible open space Malmo, Sweden
Union City, California
Hammarby, Stockholm
Hammarby, Stockholm
1 2
6 7
5 3
4 11
CITY OF PALO ALTO
NORTH VENTURA
COORDINATED AREA PLAN
01/21/20 Building Typologies
Low-Rise Greenway
Typical Prototype Metrics
Stories 4
Ground Floor Height 15 ft.
Typical Floor Height 10 ft.
Total Height 45 ft.
Typical Unit Size* 700 s.f.
Dwelling Units 50
Density 107 du/acre
Parking Spaces 50 spaces
Parking Ratio 1 space/du
*700 sf = typical 1 bedroom
rental unit
Typology assumes a
mix of studios, 1- and
2-bedroom units
Malmo, Sweden
Union City, California
Hammarby, Stockholm
Hammarby, Stockholm
Height
45’
3-story unit
Street Street
Double-Loaded
Corridor
64'
Linear Greenway
45’
Setback
10’
2-Levels Underground Parking
*Minimum Width = 120’
12 Low-Rise Block
Building Typologies
Massing and Articulation
• 1 Varied facade planes
• 2 Change in material, color, and massing
to break building’s volume down into a
more human scale
Frontage Zone
• 3 Unit entries along street and public
open space
• 4 Individual ground level terraces provide
screening and urban greening
• 5 Upper level balconies for increased
street life
Usable Open Space
• 6 Individual front gardens for each unit
• 7 Internal courtyard offers publicly
accessible open space
1 2
7 6
5 Palo Alto, Califo
Palo Alto, Califo
Palo Alto, Califo
3 4
13 Palo Alto, Califor
Palo Alto, Califor
Palo Alto, Califor
Building Typologies
Low-Rise Block
Typical Prototype Metrics
Stories 4
Ground Floor Height 15 ft.
Typical Floor Height 10 ft.
Total Height 45 ft.
Average Unit Size* 700 s.f.
Dwelling Units 156
Density 124 du/acre
Parking Spaces 156 spaces
Parking Ratio 1 space/du
*700 sf = typical 1 bedroom
rental unit
Typology assumes a
mix of studios, 1- and
2-bedroom units
Height
45’
Street
Double-Loaded
Corridor
60'
Courtyard
110’
Setback
10’
2-Levels Underground Parking
*Minimum Width = 250’
01/21/20
Portland, Oregon
San Francisco, California
Building Typologies
Typical Prototype Metrics
Lot Area 1.3 acres (55,000 s.f.)
Building Footprint 35,000 s.f.
Stories 5
Ground Floor Height 20 ft.
Typical Floor Height 10 ft.
Total Height 60 ft.
Average Unit Size* 700 s.f.
Low-Rise Block + Neighborhood
Serving Commercial Height 55’
Street
Double-Loaded
Corridor
60'
Courtyard
110’
Active Ground
Floor Setback
20’
2-Levels Underground Parking
*Minimum Width = 250’
Low-Rise Greenway
Mid-Rise Greenway
Low-Rise Block
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In partnership with the community, Perkins&Will develop three land use and urban design alternatives for public review to determine a preferred alternative. 28 CITY OF PALO ALTO
NORTH VENTURA
COORDINATED AREA PLAN
01/21/20
Proposed Program
Final Buildout
Housing
1,581 units
1,709 total
Office
107K sf
606K total
Retail*
23k sf
83k total**
Open Space***
10.1 acres
* Assuming 25% capture
** Total retail reflects a 70k reduction from
the existing condition
*** Does not include Boulware Park or 3350
Birch site; includes all other categories
of open space
PARKING
GARAGE
‒ Fry’s building remains and current use is redistributed to 30k retail and 210k office (formerly 77k retail, 163k office) ‒ 100 new housing units on 340 Portage Parcel
‒ 6K former office building on Ash given to community use ‒ Height concentrated along ECR
‒ 2.4 acres of consolidated open space at 340 Portage parcel ‒ Net office for Plan Area reduced by 32k sf
‒ 628 new multi-family units on Cloudera parcel
‒ One Type III building on Cloudera near Caltrain
‒ 60k new office at Cloudera
‒ Half acre of centralized open space at Cloudera
‒ New jobs to housing ratio for final buildout = 1.5
(Existing NVCAP Plan Area = 9.5)
Existing Fry’s building and Cloudera site to remain
Townhome
Low-Rise Greenway
Low-Rise Block
Mid-Rise Block
NeighborhoodServing Commercial
Community
Class A Office
Open Space
Parking
Potential Upzoning
XX Housing Units
BOULWARE
PARK
340
PORTAGE
MATADERO CREEK
EL CAMINO REAL
PAGE MILL RD
PARK BLVD
LAMBERT AVE
PORTAGE AVE
PEPPER AVE
OLIVE AVE
ASH ST
ASH ST
Alternative 1b: Leading with Legacy
202
156
157
113
120
196
139
178
27 19
33 58
22 61 100
30 CITY OF PALO ALTO
NORTH VENTURA
COORDINATED AREA PLAN
01/21/20
Proposed Program
Final Buildout
Housing
1,674 units
1,802 total
Office
167k sf
666K total
Retail*
32k sf
90k total
Open Space**
12.3 acres
* Assuming 25% capture
** Does not include Boulware Park or 3350
Birch site; includes all other categories
of open space
PARKING
GARAGE
MONITOR ROOF
Modify Fry's building and Cloudera site to develop
‒ Fry’s building is partially removed
‒ 60k new office at 340 Portage parcel
‒ Monitor roof section is maintained and becomes an experiential retail center
‒ 584 new multi-family units on Cloudera parcel
‒ 60k new office at Cloudera
‒ Half acre of consolidated open space at Cloudera
‒ 2.4 acres of consolidated open space at 340 Portage parcel ‒ New jobs to housing ratio for final buildout = 1.6
(Existing NVCAP Plan Area = 9.5)
Townhome
Low-Rise Greenway
Low-Rise Block
Mid-Rise Block
NeighborhoodServing Commercial
Community
Class A Office
Open Space
Parking
Potential Upzoning
XX Housing Units
BOULWARE
PARK
340
PORTAGE
MATADERO CREEK
EL CAMINO REAL
PAGE MILL RD
PARK BLVD
LAMBERT AVE
PORTAGE AVE
PEPPER AVE
OLIVE AVE
ASH ST
ASH ST
Alternative 2: Adaptive Core
157
156
75 38
157
113
142
196
139
178
27 19
33 58
22 61 100
01/21/20
BOULWARE
PARK
340
PORTAGE
MATADERO CREEK
EL CAMINO REAL
PAGE MILL RD
PARK BLVD
LAMBERT AVE
PORTAGE AVE
PEPPER AVE
OLIVE AVE
ASH ST
ASH ST
Maximize Housing for Inclusivity and Diversity
‒ Fry’s building is taken down to increase housing and site porosity ‒ 567 new housing units on 340 Portage Parcel
‒ 628 new multi-family units on Cloudera parcel
‒ One Type III building on Cloudera near Caltrain
Proposed Program
Final Buildout
Housing
2,646 units
2,765 total
Office
208k sf
706K total
Retail*
85k sf
126k total
Open Space**
12.8 acres
* Assuming 25% capture
** Does not include Boulware Park or 3350
Birch site; includes all other categories
of open space
Townhome
Low-Rise Greenway
Low-Rise Block
Mid-Rise Block
NeighborhoodServing Commercial
Community
Class A Office
Open Space
Parking
Potential Upzoning
XX Housing Units
Alternative 3: Designed Diversity
202
76 120
154
156
75 38 240
257
111
157
113
21 120
196
139
178
27 19
33 58
22 61 70
Scenario 1: Leading with Legacy
Scenario 2: Adaptive Core
Scenario 3: Designed Diversity
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North Ventura Coordinated Area Plan
The envisioned mobility framework for the NVCAP will
provide an array of high-quality mobility options on safe, low-stress, and visually interesting streets.
The Pedestrian Network The Bicycle Network
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4.6 Portage Avenue
Portage Avenue is a priority east-west bicycle
and pedestrian street which becomes a critical
citywide link from Park Boulevard connecting the
California Avenue Caltrain and Business District to
the existing bicycle infrastructure on Hansen Way
to the Stanford Research Park. Portage Avenue
has two distinct street designs:
Between Park Boulevard and Ash Street is the
Portage Avenue woonerf, ‘the front door’ for the
Matadero Park and the Cannery Building. The
woonerf is an integrated, curbless street, shared
by pedestrians, bicyclists, and low-speed vehicles.
On-street parking will be integrated where
possible to support visitors to Matadero Park. The
street incorporates outdoor furnishings such as
trees, planters, and seating to ensure this space
fosters community gatherings, events, retail, and
other flexible uses.
East
West
North
South
Park Boulevard
Ash Street Ash Street
Olive Avenue
Acacia Avenue
Portage Avenue
Pepper Avenue
El Camino Real
Page Mill Road
1 2
Setback Setback Property Line Property Line
8’ 12’ 12’
Clear
Walkway Shared Lane Shared Lane
8’
Clear
Walkway
11’
Tree Bed
Portage Avenue (Between Ash and ECR, Looking towards East) 8’
On-Street
Parking
59’
5’ 5’
8’ 12’ 12’
Clear
Walkway Shared Lane Shared Lane
8’
Clear
Walkway
11’
Tree Bed /
Outdoor rooms
Portage Avenue (Between Ash and ECR, Looking towards East) 8’
Street Life /
Flower beds
59’
SetbackProperty Line
Property Line
5’
Between Ash Street and El Camino Real,
Portage Avenue takes on a more typical street
configuration. The street design includes two
sidewalks with a wide furnishing zone on the
northern edge of the street. Two-way traffic
lanes are retained with on-street parking on the
southern edge of the street. Due to the low traffic
volumes and speeds, this segment of Portage is
designated as a bicycle boulevard, where cyclists
share the road with vehicles.
STREETS
Pedestrian Clear Zone 8 Feet
Landscape / Furniture
Zone
Northern Edge: 11 Feet
Southern Edge: 8’
Bicycle Facility Bicycle Boulevard
10 Feet
Vehicle Travel Lanes 10 Feet
Frontage / Setback Northern Edge: Maximum 5 Feet
from Property Line
Southern Edge: n/a
Building Entries New development shall provide
a primary entry or entries on
Portage Avenue except for
properties that are abutting Park
Boulevard.
Pedestrian Clear Zone 8 Feet
Landscape / Furniture
Zone
Northern Edge: 11 Feet
Southern Edge: n/a
Bicycle Facility Bicycle Boulevard
10 Feet
Vehicle Travel Lanes 10 Feet
1 Lane in Each Direction
Parking / Loading Southern Edge: 1 Lane of OnStreet Parking Frontage / Setback Maximum 5 Feet from Property
Line
Building Entries New development shall provide a
primary entry or entries on Olive
Avenue except for properties that
are abutting El Camino Real.
4.6.1 Street Design
Standards:
1 Between Park Boulevard and Ash Street 2 Between Ash Street and El Camino Real Figure 55 Typical Portage Avenue section between Park Boulevard and Ash Street Figure 56 Typical Portage Avenue section between Ash Street and El Camino Real 1 2
Table 14 Portage Avenue Street Design
84 North Ventura Coordinated Area Plan 85
no Real and Portage Avenue / Hansen Way
p lanes entering and exiting Hansen Way
Camino Real will be closed and redesigned
de a dedicated bicycle cut-out to cross El
Real. Separated bicycle lanes will provide
ed space to cyclists along El Camino Real.
ting northbound bus stop will be relocated
ar side of Portage Avenue with dedicated
g islands separating transit users from
All existing crosswalks will be repainted to be
bility, and the existing crosswalk at Portage
will be straightened across El Camino Real.
Avenue is currently proposed to be bicycle
ard and woonerf. Alternatively, a two-way
y on Portage Avenue from Park Boulevard to
no Real may be included in the final design of
rsection.
ffic signal is planned for this intersection to improve pedestrian access and safe no Real. High visibility marked crosswalks will be painted across all approaches ng will be coordinated with nearby intersections.
amino Real/Portage Avenue/Hansen Way
Lam
A ra
loca
will
pat
Bou
NVC
North Ventu
Draft Docum
4. La
ADA Ramp
Sidewalk
Bicycle Lane
Legend
4 Design Standards and Guidelines
Through extensive cross agency
coordination, the NVCAP developed
detailed design standards for each street
segment within the Plan Area. Each street
prioritizes generous and active sidewalks,
traffic calming devices, and low-stress
bicycle facilities. The NVCAP also includes
proposed intersection improvements for
major arterials such as El Camino Real to
ensure the street network extends safely
and conveniently to other parts of the city.
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Client: City of San Carlos ― Size: 145 acres ― Completion Date:
November 2025― Contract Value: $1,500,000
Subconsultants: Plan to Place, Strategic Economics, BKF Engineers Northeast Area Specific Plan
San Carlos, California
The Northeast Area Specific Plan represents a collaborative Citycommunity vision for a resilient 21st-century district. It responds to the growing challenges posed by climate change while envisioning a built environment that serves all San Carlos employees and residents for generations to come.Grounded in robust community input, the Specific Plan reflects an ambitious yet pragmatic vision, designed to be implemented incrementally over time. Spanning 145 acres on the city’s east side—within a 10-minute walk of both the San Carlos and Belmont Caltrain stations—the area is primed for future transit-oriented development. Additionally, home to over 175 diverse businesses, the Northeast Area offers a range of small-scale industrial spaces ideal for entrepreneurs and small businesses that serve the broader Peninsula.
The Plan proposes new zoning districts that preserve existing industrial uses while introducing additional land uses such as research and development (R&D), retail, community spaces, and residential mixed-use.
To capitalize on its proximity to transit, El Camino Real, and Downtown San Carlos, the Plan outlines a multi-modal, low-carbon transportation network, along with updated parking policies and district-wide requirements.
Due to it’s proximity to the San Francisco Bay, the Northeast Area is vulnerable to flooding, sea level rise and other environmental stressors amplified by climate change. The plan includes extensive environmental resilience development standards to ensure that the public realm and private development are working in concert to create a coordinated resilience strategy.
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Northeast Area Specific Plan
The Specific Plan puts forward a coordinated resilience strategy to ensure proper defense from extreme weather
events and sea level rise, while leveraging new public/ private investment to foster an enhanced quality of life for all employees, residents, and visitors to the district.
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Figure 66 Ground Floor Active Use Map
Required Retail Corners
Required Industrial, Artisan, Manufacturing Frontages
Allowed Active Use Corridors
Project Boundary
STANDARDS
4.5.1 Allowed Active Use Corridors
to create pedestrian and visual activity at the
ground floor of new developments, Active Uses
Corridors shall be allowed on all frontages within
the District identified in Figure 66. the list of
allowed active uses is listed in Table 6.
Ground floor active uses shall provide usable
spaces with a depth of at least twelve (12) feet
without interior obstructions such as walls or
partitions. Ground floor active uses in a mixed-use
district building shall extend to at least sixty-five
percent (65%) of the length of the public street
frontage including any side street frontage.
4.5.2 Required Industrial, Artisan,
Manufacturing Uses
to support new small-scale industrial uses in the
Northeast area, new development on Quarry
road shall have Industrial, artisan, Manufacturing
Uses (IAM) as the primary ground floor use.
IaM shall mean spaces where goods are produced
or fabricated. the list of uses is listed in Table 6.
IaM can also include uses that are accessory to
production such as retail, restaurant, office, and
educational uses to create an environment where
production uses can be public facing.
this zone strategically clusters similar types
of businesses to optimize infrastructure and
minimize conflicts with residential uses.
4.5.3 Required Retail Corners
the retail corners at the key intersections
illustrated in Figure 66 shall be limited to the
uses listed in Table 6.
A corner shall consist of the first 30 feet extending
from the intersection of two right-of-ways.
Ground floor active uses shall provide usable
spaces with a depth of at least twelve (12) feet
without interior obstructions such as walls or
partitions. Ground floor active uses in a mixeduse district building shall occupy at least sixtyfive percent (65%) of the public street frontage including any side street frontage.
0 400 800 Feet
Legend
LAND USE AND URBAN FORM
Northeast Area Specific Plan 89
4.5 Ground Floor Active Uses
A diverse range of active uses on the ground floors of buildings will encourage activation in the Northeast Area at the different times of the day and week and support the needs of the employees, residents, and visitors.
Northeast Area Specific Plan
This long-term land use plan strategically guides growth to deliver tangible community value by anticipating and
responding to future market demands.
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Residential and Industrial Ground Floor Interface
This plan establishes design guidelines for a seamless ground floor interface between residential and industrial spaces. It prioritizes a distinct ground floor, transparent frontage, generous sidewalks, traffic calming, and safe bicycle facilities. These guidelines aim to create a cohesive, pedestrian-friendly environment where diverse uses coexist harmoniously.
Active Industrial Ground Floors
For this industrial working street, active ground floors are key to fostering interaction and a unique street life. The design guidelines encourage ground-level spaces that invite activity and allow for outdoor areas, creating a more dynamic and engaging environment within the industrial context.
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This project is a transit-oriented, Eco-community, Mixeduse Development Masterplan. Norwalk had entered a partnership with a private developer to redevelop a 32-acre vacant youth prison site. Just steps from Norwalk Metrolink Station, the project will be a true mixed-use transitoriented development with a particular focus on health and sustainability.
The project proposes significant residential growth on an infill site. Site planning strategies provide for a development framework that respects the adjoining low-density homes and brings desirable amenities to the community. The TOD opportunity allows for reduced parking and alternate
mobility solutions in a suburban environment.
Client: City of Norwalk― Project Completion Date: Ongoing― Project Size: 32.2 acres― Contract Value: $338,000
― WHAT IT IS
A 32-acre transit-oriented
eco-community mixed-use
development with a focus on
health and sustainability.
Norwalk Transit Village
Norwalk, California
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Norwalk Transit Village
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Norwalk Transit Village
The City of Norwalk conducted robust
outreach to residents neighboring the
California Youth Authority Correctional
Facility property and to the community
at large. Through online surveys, mailers,
social media posts, eblasts, texts, meetings
with stakeholders, and more, the City was
able to engage the community and receive
their input to shape the project vision.
Community Engagement
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Development Principles
Preliminary Site Areas
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Perkins&Will led the planning for the Hanford Connected TOD Plan which seeks to leverage the significant public investment in the California High-Speed Rail (CAHSR)
and the Cross Valley Corridor (CVC) to create a visionary, long-term framework for an equitable, transit-oriented
community on 1,000 acres of farmland at the KingsTulare Station.
The project team conducted extensive site analysis,
including environmental studies, transit and land use
assessment, and research on the Tachi Yokut Tribe, the
original inhabitatnts of the land. This work shaped three core goals for the project:
Climate Resilience: Celebrate and enhance the region’s
natural assets while establishing a new standard for
coexistence with the environment. This includes designing for a changing climate, restoring ancestral habitats, and promoting regenerative utility systems.
Healthy Communities: Leverage existing and planned
transit infrastructure to make low-carbon transportation the easy, preferred choice. The plan envisions a comprehensive network of walkable, rollable, and bikeable streets that seamlessly connect to transit and integrate into the broader urban fabric.
Equitable Development: Co-create a future with equitable outcomes, offering access to opportunities and pathways for upward mobility. This includes supporting and enhancing current economic systems and institutions, honoring
Hanford’s agricultural heritage through sustainable farming practices, and fostering flexibility to attract diverse, futureoriented industries that fuel economic prosperity.
Client: City of Hanford― Project Completion Date: 2025― Project Size: 100 acres― Contract Value: $725,000
Hanford Connected TOD Plan
Hanford, California
Help shape t
future of Ha
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Hanford Connected Transit Oriented Development
The arrival of High-Speed Rail presents a unique opportunity to re-invigorate a farming community historically shaped by rail with a long-term design framework for climate resilience, enhanced quality of life, and equitable development.
Scan the
QR code to
learn more
the
nford!
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Connect the Kings-Tulare Station TOD to Downtown
Hanford through improvements along Lacey Boulevard; and Ensure seamless regional transit connections through the Cross Valley Corridor.
This project wonʻt:
Be built overnight.
Create a second downtown in Hanford.
Approx.
1,000 Acres
Hanford Connected Transit Oriented Development
In the visioning phase of the project, Perkins&Will outlined for community partners conceptual design frameworks
which identified opportunities for new parks and habitat areas, key streets to prioritize multi-modal connections to Downtown, and opportunity areas that could accommodate
significant new mixed-use development at the station. These conceptual frameworks served as a starting point for our community engagement–identifying where environmental
systems can be strengthened, where gaps in daily mobility and open space can be expanded, and where emerging
economic activity already acnhors new opportunities.
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During the planning process, Perkins&Will
developed three distinct land use and urban
design scenarios. Each scenario aligned with
the project goals and lenses. The project’s
Partners Working Group (PWG), which consists
of city, regional, and community organizations
reviewed each scenario and provided
guidance for a preferred alternative.
The open space framework includes streets
that double as TOD green corridors, stitching
planting, passive cooling, and stormwater
sytsems directly into the block structure.
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Los Gatos North 40 Phase II Masterplan
Los Gatos, California
Perkins&Will provided Urban Design, Landscape
Architecture, and limited Architectural Services to develop a mixed-use master plan for Grosvenor Connect’s North
40 Phase II. Located in the heart of Silicon Valley, this
15.65-acre plan builds on more than 125 years of Los Gatos’ agrarian heritage, honoring the town’s character while
meeting its evolving needs. The thoughtfully designed
community blends residential, retail, and public open
spaces to create a place that reflects the spirit of Los Gatos.
Anchored by 450 new at-market and affordable homes,
15,000 square feet of neighborhood-serving retail, and
a generous network of public open space, the master
plan delivers a balanced mix of uses within a walkable, community-oriented environment.
At the heart of the neighborhood, a two-acre public park provides space for recreation, gathering, and community events. A robust Transportation Demand Management
(TDM) program encourages sustainable mobility through
expanded bicycle infrastructure, improved bike paths, and e-bike charging stations—all designed to reduce vehicle miles traveled.
― WHAT IT IS
An affordable and sustainable
new community that will blend
residential, commercial, and
public areas.
Client: Grosvenor Connect ― Size:15 acres
― Completion Date: 2024
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Los Gatos North 40 Phase II Masterplan
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Los Gatos North 40 Phase II Masterplan
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Community-Driven Vision
Over the past three years, our team has engaged the Los Gatos community through workshops, coffees, one-on-one conversations, and digital outreach to shape a plan aligned with local aspirations.
Stakeholders expressed a desire for inclusive gathering spaces, accessible retail, meaningful open space, and more diverse housing options. This plan responds directly to those priorities: delivering a vibrant community hub supported by new homes, retail amenities, and public spaces designed for all.
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Lime Creek Quarry Redevelopment Study
Cedar Park, Texas
From Mine to Major Asset
Currently an active quarry, Lime Creek presents a unique opportunity for the City of Cedar Park in many respects. As a large, city-owned piece of property within a city whose boundaries and ETJ are largely developed, there is potential to create a meaningful impact on the future of Cedar Park through this asset. Further, the unique physical nature of the site, while challenging in many ways, presents potential for many uses that might not otherwise be present – the exposed rock walls, large ponds, and expansive views present opportunities for creative development proposals that harness these physical attributes.
As this exit point approaches, the City of Cedar Park engaged Perkins and Will to conduct a feasibility study for the redevelopment of the Lime Creek Quarry property. Our study resulted in three divergent alternatives to inform the City, allow them to weigh options, and determine the most appropriate strategy for the redevelopment of this unique site.
Client: City of Cedar Park
Size: 216 acres
Completion Date: 2020
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Lime Creek Quarry Redevelopment Study
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Each alternative has a different timing strategy
for development to occur which will create a
varied mix of uses and density on site.
1 Our Three Scenarios
01. Current Market
A fast-paced development
approach focused on the
current the local market context,
characterized mainly by
residential development.
02. Destination Recreation
Creates a unique destination for
the city, also acting as a “first
mover” to create added value
for development on the rest
of the site.
03. Land Bank
Is a plan to hold the land for
a longer period in order to
create value on site, allowing
for land remediation and
market maturation.
2 3
Lime Creek Quarry Redevelopment Study
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Low Density Residential Office
Medium Density Residential Open Space
Neighborhood Commercial
Hospitality
High Density Residential
Destination Recreation
Current Market Destination Recreation Land Bank
34 30
9 5
11 14
9 6
18 37
5 25
15 9
17 5
18 89
acres
89 acres
89 acres
Fill and Mineable
Area
Hydrology
Walls and Buffers
Buildable areas
Resilient Design
As the mining operations wind down in 2023, the City of Cedar Park a unqiue opportunity to set expectations with the operator as to where to refill and level the site. With the site being surrounded by urban development, it is our suggestion that par of the site is leveraged for weather preparedness. Currently, there are large pools that serve as detention areas for stormwater management. In order
to plan for future storm events, an area large enough to serve as detention for a 100-year storm event needs to
be reserved to supplement the existing ponds at their
baseline pool heights.
With this in mind, along with the fill and mining area, hydrology, and the steep walls and buffers of the mine, our team established the buildable areas of the site
that will positively impact the City of Cedar Park, the environment, and the Balcones Nature Preserve nextdoor. 1 2 3
142 acres
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Biospace Bridge District
Sacramento, California
Biospace is a new life science research campus adjacent to downtown Sacramento that will provide office and laboratory space. The vision of the master plan was to create a vibrant and inspiring innovation community where purpose and
quality of life intersect in a dynamic waterfront setting offering one of a kind live-work-play environment.
The design emphasized a mix of uses to support a
vibrant neighborhood while maintaining complince with
requirements of the existing specific plan. To honor the site’s relationship with the Sacramento river, the plan created a new civic destination that provides waterfront access and riverside amenities.
New construction is meant to complement adjacenet
residential development while boosting economic vitality by attracting new types of business. Each block has a central courtyard nested among life science/office buildings and activated by diverse ground floor programs.
This project features a well balanced site plan with discernable centers and building clusters. The ground floor footprints are recessed from the upper building envelope and sculpted in a way to prioritize pedestrian flow and increase outdoor space, lending to a dynamic and inviting visual experience.A well connected circulation framework allows service and support functions to happen discretely without interfering with pedestrian and cyclists.
Client: Blue Rise Ventures and Fulcrum
Size: 1.2 Million square feet
Completion Date: 2022
― WHAT IT IS
A new life science research campus
adjacent to downtown Sacramento
that will provide office and
laboratory space.
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Biospace Bridge District
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Biospace Bridge District
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Project Experience
City of Petaluma
Petaluma North SMART Station
Specific Plan
Petaluma, San Francisco
City of Hanford
High Speed Rail TOD and
Connect
Hanford, California
City of Palo Alto
North Ventura Coordinated
Area Plan
Palo Alto, California
City of Santa Clara
Tasman East Specific Plan + EIR
Santa Clara, California
Grosvenor Americas/
Harmonie Park
North 40 Phase 2 Masterplan
Los Gatos, California
Capital Metropolitan
Transportation Authority
Equitable Transit Oriented
Development for the North
Lamar/Guadalupe/Riverside
Corridor
Austin, TX
City of San Carlos
Northeast Area Specific Plan
San Carlos, California
City of Palo Alto
North Ventura Coordinated
Area Plan
Palo Alto, California
ABAG/MTC
Mall and Office Park
Transformation Study
San Francisco Bay Area,
California
City of Sacramento
Sacramento Valley Station
Master Plan
Sacramento, California
City of San Carlos
East Side Innovation District
Vision Plan
San Carlos, California
Valley Transportation
Authority/BART
BART Phase II Corridor TOD
Strategy Study
Santa Clara, California
City of San Mateo
San Mateo Downtown Specific
Plan + EIR
San Mateo, California
City of Menlo Park
El Camino Real/Downtown
Specific Plan
Menlo Park, California
EBL+S Development
Corporation
Station Park Green
Transit-Oriented Development
Specific Plan + Design
Guidelines
San Mateo, California
Rio Grande District
Vision and Implementation
Plan
Salt Lake City, Utah
University of Utah
Research Park Master Plan
Salt Lake City, Utah
Blue Rise Ventures
BioSpace at Bridge District
Innovation District
West Sacramento, California
Education
Master of Urban Design
University of California,
Berkeley
Bachelor of Architecture
Jadavpur University, Calcutta
Registrations
Certified Planner
American Institute of Certified
Planners
Accreditations
LEED AP® BD+C
U.S. Green Building Council®
Geeti Silwal, AICP, LEED AP® BD+C
Principal in Charge
As Head of the Urban Design practice of Perkins&Will’s West Coast Region, Geeti Silwal brings 22 years of experience as a lead urban designer / planner working nationally and internationally with cities/public agencies to develop visions and implementation guidelines for livable and sustainable environments. Building and revitalizing communities, she lays deep emphasis on placemaking, identity building, vibrancy, connectivity and social equity.
Planning holistically for regenerative urban ecosystem, her experience covers a vast breadth of scales, including transit-oriented developments, campus plans, downtown revitalization plans, waterfront redevelopments, urban mixed-use infill projects, and, public realm enhancement along heavily challenged infrastructure corridors.
Geeti deems it her fundamental responsibility to put in place a framework for an urban environment that enhances the health of the ecosystem, people, and the economy.
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* Prior to joining Perkins&Will
Project Experience
City of Petaluma
Petaluma North SMART Station
Specific Plan
Petaluma, San Francisco
City of San Carlos
Northeast Area Specific Plan
San Carlos, California
City of Hanford
High Speed Rail TOD and
Connect
Hanford, California
City of Santa Clara
Tasman East Focus Area
Specific Plan
Santa Clara, California
City of Palo Alto
North Ventura Coordinated
Area Plan
Palo Alto, California
Santa Clara Valley
Transportation Authority
BART Phase II Corridor TOD
Strategy Study
San José / Santa Clara,
California
ABAG/MTC
Mall and Office Park
Transformation Study
San Francisco Bay Area,
California
Rio Grande District
Vision and Implementation
Plan
Salt Lake City, Utah
University of Utah
Research Park Strategic Vision
Salt Lake City, Utah
BCG Holdings
Granary Square Concept Plan
Salt Lake City, Utah
TriMet Portland
TriMet Red Line TOD
Assessment
Tri-County, Oregon
SamTrans On-Call
Transportation and Planning
Services
San Mateo, California
University of California, Santa
Cruz
UCSC MBEST Campus Plan
Marina, California
Confidential Client
Campus Public Realm Study
South San Francisco, California
City of Portland
Montgomery Park to
Hollywood Transit & Land Use
Development Strategy (MP2H)
Portland, Oregon
Bay Area Rapid Transit (BART)
BART AB2923 Study
San Francisco Bay Area,
California
Bay Area Rapid Transit (BART)
On-Call Planning and
Engineering Services
Bay Area, California
TriMet
Red Line Extension
Portland, Oregon
City of Portland Bureau of
Planning and Sustainability*
SW Corridor Light Rail Project
Portland, Oregon
Education
Master of Architecture
University of Oregon
Bachelor of Architecture
Washington University
(St. Louis)
Registrations
Certified Planner
American Institute of Certified
Planners
Accreditations
LEED AP® ND
U.S. Green Building Council®
Marc Asnis, AICP, LEED AP® ND
Project Manager
Marc is a Project Manager and Urban Designer at Perkins&Will, partnering with cities, public agencies, and developers to create inclusive, resilient urban communities rooted in the local vernacular. Marc leads multi-disciplinary teams across the country to develop long-range visionary and implementable frameworks that champion community wellness, climate adaptation and everyday messy urbanism. Marc’s recent work has been recognized by the American Planning Association (APA), Association of University Research Parks (AURP), BD+C Magazine, and Next City, who named him one of their Next City Vanguards.
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Project Experience
City of Petaluma
Petaluma North SMART Station
Specific Plan
Petaluma, San Francisco
Salt Lake City and Utah
Department of Transportation
I-15 Reconnecting Communities
Salt Lake City, Utah
Grosvenor Americas/
Harmonie Park
North 40 Phase 2 Masterplan
Los Gatos, California
City of San Carlos
East Side Innovation District
Vision Plan
San Carlos, California
Kaiser Permanente San
Francisco
Replacement Hospital
San Francisco, California
Four Corners
Sand Hill Property
East Palo Alto, California
Oregon State University
Campus Vision Plan
Corvallis, Oregon
City of Palo Alto
North Ventura Coordinated
Area Plan
Palo Alto, California
University of Utah
Research Park Master Plan
Salt Lake City, Utah
UCSF Mission Center Study
San Francisco, California
Google*
North Bayshore Master Plan
Mountain View, California
City of South San Francisco*
Colma Creek Adaptation &
Restoration Plan
South San Francisco, California
University of California Santa
Cruz*
Long Range Development Plan
Santa Cruz, California
University of California San
Diego*
Hillcrest Campus Long Range
Development Plan and
Environmental Impact Report
San Diego, California
San Antonio Precise Plan*
Mountain View, California
West Downtown Specific Plan*
Walnut Creek, California
Bergamot Area Plan*
Santa Monica, California
Ravenswood/Four Corners
Specific Plan and EIR*
East Palo Alto, California
Education
Master in City Planning
Massachusetts Institute of
Technology
Urban Design Certificate
Massachusetts Institute of
Technology
Bachelor of Science in City and
Regional Planning
California Polytechnic State
University
Registrations
Certified Planner
American Institute of Certified
Planners
Affiliations
Member
American Planning Association
Member
San Franciscio Bay Area
Planning and Urban Research
Association
Annie Ryan, AICP
Senior Urban Designer
Annie is an urban designer and planner dedicated to creating inclusive, low-carbon environments that prioritize people and foster social impact. With over a decade of experience, she specializes in developing holistic master plans and urban design frameworks that integrate multi-modal streetscapes, sustainable infrastructure, and vibrant public spaces. Her work spans a range of scales and contexts—from transit-oriented development plans and design standards to mixed-use campus master plans for leading California higher-ed institutions and technology companies.
*Completed prior to joinging
Perkins&Will
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Project Experience
City of Petaluma
Petaluma North SMART Station
Specific Plan
Petaluma, San Francisco
City of Hanford
High Speed Rail TOD and
Connect
Hanford, California
Redevelopment Agency of Salt
Lake City
Ballpark NEXT Urban Design
Framework
Salt Lake City, Utah
Confidential Client
Master Plan
San Francisco, California
Kingdom of Saudi Arabia
Regional Plan
Makkah Al-Mukarramah, Saudi
Arabia
Kingdom of Saudi Arabia
Governorate Local Plan
Taif, Saudi Arabia
City of San Carlos
Northside Specific Plan
San Carlos, California
University of Kansas
Master Plan
Lawrence, Kansas
George Mason University
Design Guidelines
Fairfax, Virginia
Brookfield Properties
SWNAS Redevelopment¹
Weymouth, Massachusetts
George Mason University
Master Plan¹
Fairfax, Virginia
University of Virginia
Ivy District Corridor¹
Charlottesville, Virginia
Eastern Queens Greenway
Eastern Queens Greenway
Initiative²
New York, New York
Publications
Made in Dharavi- Research and
ideation article series
Urbz Mumbai
Awards and Honors
Transportation + Infrastructure,
AIA New York + ASLA New York
2020
Student Excellence Award,
Good Shift(s), 2017
Education
MS in Architecture and Urban
Design
Columbia University Graduate
School of Architecture,
Planning and Preservation
Bachelor of Architecture
NMIMS’ Balwant Sheth School
of Architecture
Accreditations
LEED® Green Associate™
U.S. Green Building Council
Registrations
Certified Planner
American Institute of Certified
Planners
Sharvari Raje, LEED AP®, AICP
Urban Designer
Sharvari grew up in the dense and dynamic fabric of Mumbai and its many different architectural styles. While studying architecture, she developed a passion for all things urbanism as she worked on her thesis that explored an affordable housing project situated on an underused waterfront site in Mumbai. Sharvari’s thesis project explored tackling future zoning and equitable development to promote social harmony. Sharvari continues to look through an equitable development lens on all her projects. She believes that a project is successful when the community for whom the project is designed recognizes the project’ value, and it enhances the community and its surrounding context.
1. Project completed by while an
Urban Designer at DumontJanks
2. 2 Project completed while
an Urban Designer at
Transportation Alternatives
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Project Experience
City of Petaluma
Petaluma North SMART Station
Specific Plan
Petaluma, San Francisco
Rio Grande District
Vision and Implementation
Plan
Salt Lake City, Utah
City of San Carlos
Northside Area Specific Plan
San Carlos, California
City of Hanford
High Speed Rail TOD and
Connect
Hanford, California
Aukland International Airport
Terminal Development*
Aotearoa, New Zealand
Confidential Client
Standards and Guidelines for
large scale redevelopment
San Francisco, California
Alexandria Real Estate
Industrial Business Park*
San Carlos, California
City of Redwood City
Sequoia Station Mixed Use
Transit District*
Redwood City, California
Alexandria Real Estate
Research Campus
Palo Alto, California
SFO
North Field Planning Study
San Francisco California
CommonSpirit
Folsom Ranch Master Plan
Folsom, California
Lighthouse for the Blind and
Visually Impaired
Staff and Amenities
Napa, California
Samuel Merrity University
Oakland City Center
Oakland, California
City of Los Gatos
North 40 Master Plan
Lost Gatos, California
Hospital Corporation of
America
Replacement Hospital
San Jose, California
Education
Master of Landscape
Architecture
University of California,
Berkeley
Master of Landscape
Architecture
Technical University of Munich,
Germany
Bachelor of Architecture
Victoria University of
Wellington, New Zealand
Registrations
Certified Planner
American Institute of Certified
Planners
Serena Lousich, AICP
Landscape Designer
Leveraging a diverse project portfolio encompassing both urban and non-urban environments across the U.S and internationally, Serena has collaborated with public and private partners to create out of the box thinking and context-sensitive spaces that foster community and celebrate local culture.
* Project completed prior to joining
Perkins&WIll
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RESUME
1 EDUCATION
B.S., Civil Engineering,
California Polytechnic
State University, San
Luis Obispo
REGISTRATION
Professional Civil
Engineer, CA No. 62093
Professional Land
Surveyor, CA No. 8438
CERTIFICATIONS
Construction
Specifications
Institute, Construction
Documents Technologist
AFFILIATIONS
American Council of
Engineering Companies
(ACEC)
American Society of Civil
Engineers (ASCE)
Engineering Contractor’s
Association (ECA)
North Coast Builders
Exchange (NCBE)
TOTAL YEARS
EXPERIENCE
30 years, 27 with BKF
GEOFF COLEMAN, PE, PLS, CDT
CIVIL PRINCIPAL
Geoff is responsible for managing staff, providing insight, and performing quality control and constructibility reviews for projects we design. With extensive experience planning, in site accessibility, utility design, grading, drainage, stormwater low impact development and construction practices, he brings considerable value to your project. Over the last 30 years, he has acquired a vast knowledge of municipal processes and developed professional relationships with local and regional agencies.
SELECT PROJECT EXPERIENCE
Sonoma-Marin Area Rail
Transit District
Railroad Sqaure SMART Transit
Oriented Development
Santa Rosa, CA
Sonoma County Public Infrastructure
Healdsburg Veterans Memorial Beach
Master Plan
Healdsburg, CA
Sonoma County Airport
Sonoma County Airport SMART
Station Specific Plan
Santa Rosa, CA
City of Healdsburg
155 Dry Creek Road Affordable
Housing Project
Healdsburg, CA
City of Santa Rosa
Downtown Area Specific Plan
Santa Rosa, CA
Sonoma County Public Infrastructure
Sonoma Developmental Center
Specific Plan
Eldridge, CA
City of Santa Rosa
South Santa Rosa Specific Plan
Santa Rosa, CA
City of Rohnert Park
Rohnert Park Northeast Specific Plan
Rohnert Park, CA
Sausalito General Plan Update
Sausalito, CA
City of Rohnert Park
Southwest Boulevard Complete
Streets
Rohnert Park, CA
City of Healdsburg
Connectivity, Parks, and River Access
Master Plan for Badger Park
Healdsburg, CA
Healdsburg Wastewater Treatment
Force Main
Healdsburg, CA
City of Healdsburg
Downtown Streetscape Improvements
Healdsburg, CA
City of Healdsburg
Healdsburg Sunset Water Tank
Healdsburg, CA
City of Healdsburg
Healdsburg College Street Sewer &
Water Main Replacement Healdsburg,
CA
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RESUME
2 EDUCATION
B.S., Civil Engineering,
University of Notre
Dame
REGISTRATION
Professional Civil
Engineer, CA No. 85260
YEARS OF EXPERIENCE
16 years, 11 with BKF
PATRICK CONNORS, PE
CIVIL PROJECT MANAGER
Patrick has worked on a number of residential, commercial, and mixed-use projects in the San Francisco Bay Area. His responsibilities include review and research of existing site conditions for feasibility analysis, project design and development for grading and utility systems from master planning through construction, and preparation of engineering reports, calculations, and drawings.
He brings a unique knowledge of infrastructure constructibility to projects from his years of experience in underground pipeline construction prior to joining BKF.
SELECT PROJECT EXPERIENCE
City of Petaluma
North Station Area Specific Plan
Petaluma, CA
City of San Carlos
San Carlos North East Area
Specific Plan
San Carlos, CA
City of San Carlos
San Carlos East Side Innovation
District Plan
San Carlos, CA
City of Palo Alto
North Ventura Coordinated Area Plan
Palo Alto, CA
City of St. Helena
St. Helena Streets Master Plan
St. Helena, CA
City of Palo Alto
San Antonio Road Area Plan
Palo Alto, CA
City of Los Altos
Los Altos General Plan
Los Altos, CA
Oakland Athletics
Howard Terminal
Master Planning & Entitlements
Oakland, CA
DivcoWest
Peninsula Crossing
Burlingame, CA
City of San Carlos
Wheeler Plaza Residential
San Carlos, CA
Alliance Residential Co.
2820 & 2855 Broadway
Oakland, CA
Broadreach Capital Partners
Ameswell Campus
Mountain View, CA
First Community Housing
McEvoy & Dupont Apartments
San Jose, CA
Invesco Real Estate
2270 Broadway Residential Project
Oakland, CA
KB Homes
Link 33 Townhomes
Redwood City, CA
Confidential Client
Technology Campus
San Bruno, CA
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Andy Kosinski, PE
Senior Associate | Station Access Advisor
About
As leader of Fehr & Peers’ Oakland office, Andy serves as project manager and senior advisor on challenging transit planning projects, recognizing that the public is the ultimate client. Andy works collaboratively with clients to create inclusive workflows that yield easy-to-digest recommendations. This client-service approach carefully constructs pragmatic solutions with narratives tailored to secure buy-in from diverse stakeholders. Andy specializes in projects that combine land use development with transit planning and access. Andy leverages the latest research in travel patterns, ridership trends, and transit rider preferences to help cities and transit agencies plan and execute new transit services, parking policies, and multimodal transit access projects. A licensed civil engineer and contributor to the NACTO Transit Street Design Guide, Andy transforms technical findings into compelling visual narratives that effectively communicate solutions to clients and stakeholders.
Relevant Project Experience
MTC Transit 2050+ (San Francisco Bay Area, CA)
Fehr & Peers developed a transit network consisting of over $70B of specific projects plus broader programmatic investments for inclusion in Plan Bay Area 2050+, ensuring that the network reflected a more constrained funding picture compared with the previous iteration of the regional plan, and incorporated connected network principles. Andy managed the effort, overseeing existing conditions and needs assessment, identification of new projects to fill identified gaps, Project Performance Assessment, cost estimating, and network development.
As Project Manager, Andy oversaw development of decks, workshops, and other engagement to utilize stakeholder input in ensuring that the outcomes of the study reflected the diverse needs and priorities of agencies and riders throughout the region, resulting in a network that was well-received at the MTC committee and commission levels.
BART Role in the Region (San Francisco Bay Area, CA)
As Project Manager, Andy led the development of the Role in the Region report which converts a robust data analysis into succinct story-points that have become indispensable for BART communications staff’s ongoing efforts to build buy-in at local, regional, and state levels for a new permanent source of funding. BART’s ridership has reset at levels around 40% of pre-pandemic and is rebounding more slowly than automobile travel. Andy led analysis of travel patterns and land use trend data to describe how BART’s role in the Bay Area is evolving and makes the case for funding this new role. The final report, a highly readable InDesigncrafted report ties together the effect of external forces and trends, BART’s own internal efforts, a comprehensive economic analysis, and a “what if” analysis of a world without BART, grounded in forecasting techniques.
Education
M.C.P., City & Regional Planning,
University of California at Berkeley,
2010
M.S., Transportation Engineering,
University of California at Berkeley,
2009
M.Eng., Civil Engineering, Imperial
College London, 2007
Registrations
Civil Engineer, State of California
(81472)
Affiliations
Institute of Transportation
Engineers (ITE): Member
Presentations
Making Sense of Urban Ridehailing
and Ridesharing Markets –
California APA Conference (2018)
Accommodating Buses and Bicycles
Together on the Streets of L.A.
County – APTA Bus & Paratransit
Conference (2018)
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Kelly Bond
Senior Transportation Planner | Project Manager
About
Kelly is a Senior Transportation Planner in the Fehr & Peers Petaluma office focused on creating safe, sustainable, and healthy communities through active transportation and community-driven initiatives. She builds strong partnerships across the Bay Area to advance safety projects and policies that support walkable, bikeable, people-centered places. Drawing on prior roles as a Public Policy Advocate for the Blue Zones Project in Upper Napa Valley and Population Health Project Manager at the Redwood Community Health Coalition, she continues to collaborate with CBOs, stakeholders, and elected officials to develop equitable transportation solutions that improve quality of life. Her Master of Public Health and service on the Petaluma Pedestrian and Bicycle Advisory Committee, including as Chair, ground her holistic, public-health-informed approach to planning and design.
Relevant Project Experience
Petaluma North Station Specific Plan (Petaluma, CA)
Fehr & Peers is leading the transportation and parking planning for the Petaluma North SMART Station Specific Plan. Work includes documenting existing multimodal conditions, preparing technical analyses for the Specific Plan and EIR, and supporting the development of circulation concepts, land use alternatives, and transportation policies. The team’s efforts will guide future growth, station access, and connectivity in this evolving area. Kelly serves as Project Manager.
Petaluma SMART Quality of Life & Economic Study (Sonoma County, CA) This study evaluates SMART’s impacts on mobility, land use, environmental outcomes, public health, accessibility, safety, equity, and the regional economy. The team assesses historic and future scenarios to quantify SMART’s contributions and the potential benefits associated with full buildout and long-term operations. Findings will help regional partners better understand system value and inform future investment decisions. Kelly serves as Project Planner.
Vision Zero Supplemental Planning (Sonoma County, CA)
This SS4A-funded effort includes Safe Routes to School planning and project prioritization, a Speed Limit Study with reduction recommendations and a best-practice guidebook, technical input for the Lakeville Corridor Multi-Modal Study, and enhancements to the countywide Vision Zero data dashboard. Together, these tasks strengthen local safety planning and expand capacity-building tools for partner agencies. Kelly serves as Project Planner for the first two tasks.
Sonoma Countywide Active Transportation Plan (Sonoma County, CA) Fehr & Peers prepared a Countywide Active Transportation Plan identifying regional priorities and updating ATPs for ten partner agencies. The project combined extensive community engagement with data-driven analysis to develop coordinated recommendations that improve walking, biking, and connectivity across the region. The final plan strengthens local planning efforts while supporting broader countywide mobility goals. Kelly served as Project Planner.
Education
M.P.H., Nutrition, Tulane University
at New Orleans, 2015
B.S., Nutrition & Food Science
(Dietetics) Montclair State
University, 2013
Affiliations
Petaluma Pedestrian & Bicycle
Advisory Committee: Member &
Former Chairperson
Expertise
Transit-Oriented Development
Bicycle & Pedestrian Access and
Comfort
Public Advocacy & Policy
Engagement & Outreach
Grant Funding
Equity
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Matthew Ridgway, AICP, PTP, RSP1
Principal | Principal-in-Charge
About
Matthew has been involved in many of the firm’s highest visibility and most complex projects.
Many years ago, he led the transportation analysis for the Sonoma-Marin Multimodal Transportation and Land Use Study that resulted in the SMART rail system in Marin and Sonoma counties, and he continues to serve SMART. He has worked on several station area plans and other large-area plans where movement of people by non-autos has been of foremost importance and was instrumental in the development of the layered networks philosophy, designed to make transit, walk and cycling more viable. He has significant experience designing station area access and circulation, especially as it relates to intermodal transfer areas and has worked on several studies contemplating atypical transit solutions including gondolas and water taxis. He is currently working on the Petaluma North Station Area Plan and has recently offered peer review services for the Mill District project in Healdsburg.
Relevant Project Experience
SMART Quality of Life & Economic Study (Sonoma County, CA) Fehr & Peers is examining the role of SMART’s rail and pathway construction and operation in driving outcomes for key quality of life indicators, including mobility, the economy, land use, the environment, public health, safety, accessibility, and equity. The study quantifies and contextualizes SMART’s contribution to North Bay to date and analyzes the potential scale of impact that would result from securing funding to fully build out and operate SMART in the future. Matthew is serving as the Principal-in-Charge for this effort.
SCTCA Vision Zero Supplemental Planning (Sonoma County, CA) Fehr & Peers is supporting SCTCA through an SS4A-funded, multi-component safety initiative that integrates Safe Routes to School planning, a citywide speed limit evaluation and best-practice guidance, and enhancements to SCTCA’s Vision Zero dashboard. Work includes countywide SRTS prioritization, development of countermeasure tools, improvement plans for Healdsburg and other high-need locations, recommendations for speed limit reduction, and creation of an automated safety-metrics tracking process. Matthew serves as Principal-in-Charge, overseeing coordination across all technical tasks.
Sonoma Countywide & Healdsburg Active Transportation Plan (Sonoma County, CA)
Fehr & Peers developed the Countywide Active Transportation Plan for SCTCA, establishing regional priorities, policies, programs, and funding strategies, along with seven jurisdiction-specific ATPs, including Healdsburg. The project included a three-phase engagement process—coordinated with SCTA, local agencies, and community-based organizations—using focus groups, pop-ups, community meetings, advisory groups, and online tools. In May 2024, community members reviewed draft project, policy, and program recommendations through online forums and in-person events. Matthew served as Technical Advisor & Local Expert.
Education
B.A., Urban Studies, San Francisco
State University, 1990
Affiliations
Transportation Research Board
(TRB): Bicycle Transportation
Committee Past Chair
American Planning Association
(APA): National Capital Chapter
Member
Institute of Transportation
Engineers (ITE): Pedestrian &
Bicycle Council Executive
Committee Member
Association of Pedestrian & Bicycle
Professionals (APBP): Member
Honors & Awards
ITE Coordinating Council Best
Project Award: Design Guidelines to
Accommodate Pedestrians and
Bicycles at Interchanges
ITE Bicycle & Pedestrian Council
Best Technical Project - Utah DPH
Bicycle and Pedestrian Master Plan
Handbook
ITE Planning Council and APA Best
Practice: Guide for Conducting
Pedestrian Safety Assessments in
California
ITE Coordinating Council Award for
authoring Innovative Bicycle
Treatments
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Neil Smolen, AICP
Associate | Traffic Operations Advisor
About
Neil has over a decade of experience in transportation and land use planning across Northern California, advising clients on sustainable growth and navigating the complex transportation landscape. He has a deep understanding of traffic operations allowing him to balance the needs to vehicular traffic with safety, accessibility and comfort adjectives in and around transit stations. He will advise on traffic operations for this project.
Relevant Project Experience
Petaluma Downtown SMART Station Mixed-Use Development (Petaluma, CA) Fehr & Peers prepared a Transportation Impact Assessment for a proposed Petaluma Station mixed-use development located adjacent to the Petaluma Downtown SMART station. Our work included evaluating the project’s travel characteristics using MXD+, analyzing projectgenerated VMT with the SCTCA travel demand model, and providing recommendations to enhance the site plan’s circulation and overall multimodal access. Neil contributed to this project as a Technical Advisor.
Sonoma Developmental Center EIR (Sonoma, CA)
As Project Manager, Neil leads Fehr & Peers’ ongoing transportation analysis for the Sonoma Developmental Center (SDC) Environmental Impact Report (EIR) in unincorporated Sonoma County, CA. His work includes managing multi-scenario evacuation travel time analyses and directing CEQA transportation impact evaluations that support the SDC’s redevelopment into a mixed-use community.
South Santa Rosa Specific Plan (Santa Rosa, CA)
As Project Manager & Associate-in-Charge, Neil oversaw Fehr & Peers’ preparation of an existing conditions and opportunities analysis for the South Santa Rosa Specific Plan area. The team developed up to three land use and circulation alternatives and conducted LOS and VMT analyses to support plan development. The Specific Plan document established transportation development standards, site design standards, and a comprehensive circulation network diagram. The project also included a wildfire evacuation analysis that evaluated two evacuation sub-scenarios using the 2019 base year and 2040 SCTCA Travel Demand Model.
Sonoma County General Plan Update (Sonoma County, CA)
Fehr & Peers is supporting the ongoing update of the Sonoma County General Plan by providing comprehensive transportation planning services. With Neil as Project Manager, the team is guiding updates to transportation policies with a focus on consistency with evolving state legislation. The effort also includes preparing the transportation components of the CEQA Environmental Impact Report and conducting an in-depth evacuation analysis to help the county strengthen its long-term resilience and emergency preparedness.
Education
M.S., Civil Engineering, University of
California at Irvine, 2014
M.U.R.P., University of California at
Irvine, 2014
B.S., Environmental Studies,
University of California at Santa
Barbara, 2011
Registrations
American Institute of Certified
Planners (029430)
Affiliations
Urban Land Institute (ULI): Member
American Planning Association
(APA): Member
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Megan Gregory
Senior Associate
510 841 9190 [email protected]
Economic & Planning Systems, Inc.
The Economics of Land Use
www.epsys.com 1330 Broadway, Suite 450, Oakland, CA 94612 Megan Gregory joined the firm in 2022 and brings academic and professional experience in local government, urban economics, and housing policy.
SELECTED PROJECT EXPERIENCE
z HEALDSBURG HOUSING ELEMENT IMPLEMENTATION AND
HOUSING NEEDS ASSESSMENT
Following the adoption of the 6th Cycle Housing Element, EPS has assisted the City of Healdsburg in characterizing the existing workforce in Healdsburg and assessing the need for additional housing affordable to those working in Healdsburg. EPS produced a quantitatively based housing needs assessment which is responsive to policy objectives. Additionally, EPS contributed economic feasibility analysis as part of the Downtown Capacity Study. EPS continues to conduct research and provide analysis on a number of housing element implementation questions posed by City staff and the Healdsburg Housing Element Working Group.
z VTA CORRIDORS ECONOMIC ANALYSIS
EPS conducted an analysis of the buildout potential for various transportation corridors in Santa Clara County. As part of this analysis, EPS reviewed several population growth projections and regional commercial and residential development trends to provide several growth scenarios and the land demand associated with each. z CONCORD AFFIRMATIVELY FURTHERING FAIR HOUSING
REZONING
As part of its 6th Cycle Housing Element, the City of Concord included a program to rezone properties in higher-resource neighborhoods to allow for multifamily development, in an effort to affirmatively further fair housing in the City. Through collaboration with the consultant team and the City, EPS conducted feasibility analysis of rezoning options, considering several residential prototypes. Additionally, EPS conducted a fiscal impact analysis of several case study sites to assess the potential impact of rezoning on the City’s General Fund.
z BENICIA NORTH STUDY AREA
The City of Benicia was interested exploring potential uses for a large parcel of privately owned land, identified as the North Study Area. EPS supported City staff and planning consultant efforts by conducting a market analysis of potential land uses as well as a study of emerging sectors in the region. EPS also conducted a feasibility study and fiscal impact analysis on several development scenarios, identifying tradeoffs associated with various land use types.
Education
Master of Public Policy,
Mills College, 2022
Bachelor of Arts in
Government, College of
William & Mary, 2018
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1330 Broadway, Suite 450, Oakland, CA 94612 510.841.9190 Economic & Planning Systems, Inc.
The Economics of Land Use
www.epsys.com [email protected]
Walter F. Kieser
Senior Principal
Walter Kieser, founder and Senior Principal of EPS, is a land use planner and urban economist. During his 50-year professional career, Mr. Kieser has specialized in land use planning and related implementation programs, resource conservation, housing policy, local government reorganization, market and financial feasibility analysis, and large-scale real estate transactions. This broad-based expertise provides balanced and pragmatic solutions, ensuring that land use, conservation, housing, government reorganization, can be successfully implemented; that needed infrastructure and government services can be adequately established and sustained; and that real estate projects can meet privatesector financial objectives while supporting public policy objectives.
RELEVANT EXPERTISE
z URBAN AND REGIONAL PLANNING
Participates in comprehensive and specific plans for cities and counties, with emphasis on demographic and economic forecasts, real estate market analyses, and policies and programs, z PUBLIC FINANCE
Prepares public financing strategies and plans for a wide variety of public services and infrastructure projects, including development project-related infrastructure, area-wide capital improvement programs, open space and conservation projects, as well as specific infrastructure projects.
z HOUSING POLICY AND PROGRAMS
Assists local, regional, and state governments with developing and implementing housing policies and programs including general plan housing elements, housing action plans, housing needs assessments and impact analysis, and affordable housing funding programs. z ECONOMIC DEVELOPMENT AND REVITALIZATION
Assists cities and visitor-based resort communities with preparing economic development and revitalization strategies associated with downtown business areas, visitor-serving development, and retail shopping centers.
¾
¾ Healdsburg Housing Element & Housing Element Implementation ¾ Healdsburg Housing Strategy
¾ Healdsburg Mill Site Property
¾ Sonoma County Inclusionary Policy
¾ Russian River Economic Study
¾ Southwest Santa Rosa Annexation Review
Education
Bachelor of Arts degree
in Environmental Studies
and Biology from Sonoma
State University (SSU)
Graduate studies in
economics and public
administration at SSU and
the University of California,
Berkeley
Previous Employment
Associate, Angus
McDonald and Associates,
1977-1983
Associate Planner,
Sonoma County Planning
Department, Advanced
Planning Division, 1971
1976
U.S. Army Intelligence and
Security Command, 1967-
1970
Affiliations
American Planning
Association, Member
California Association of
Local Agency Formation
Commissions, Associate
Member
SELECTED PROJECT EXPERIENCE
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1330 Broadway, Suite 450, Oakland, CA 94612 510 841 9190 [email protected] Economic & Planning Systems, Inc.
The Economics of Land Use
www.epsys.com
Jason Moody
Managing Principal
Jason Moody has worked at EPS for over 30 years and has been instrumental in building the firm’s practice in Northern California. He has extensive experience in real estate market and financial analysis, public finance, and economic development strategies. Jason regularly works for both public and private sector clients, focusing on the feasibility and economic implications of individual projects as well as development and provision of public services and infrastructure to larger areas, including downtowns, mixed-use districts, corridors, and entire cities. He has developed specialized expertise with touristoriented economies, particularly smaller communities linked to California’s abundant natural, recreational, and agricultural resources (e.g., wine country, coastal communities, ski towns).
SELECTED PROJECT MANAGEMENT EXPERIENCE
z ST. HELENA DOWNTOWN SPECIFIC PLAN AND STREETS MASTER PLAN:
EPS supported a multi-disciplinary team to prepare a Specific Plan for downtown St. Helena, a small, tourist-oriented community located in the heart of California’s “Wine Country”. As part of a parallel and related effort, EPS prepared a financing strategy to a Streets Master Plan with a strong focus on bike and pedestrian friendly improvements.
z DOWNTOWN NAPA SPECIFIC PLAN AND GENERAL PLAN UPDATE:
EPS provided market and development feasibility analysis to revitalization strategies for a downtown that has subsequently evolved as a vibrant, mixed-use district. EPS subsequently provided economic analysis to support the General Plan Update.
z SANTA ROSA DOWNTOWN SPECIFIC PLAN: EPS evaluated the market and development feasibility of mixed use residential and commercial development in this historic downtown, including strategies to leverage the recent arrival of a commuter rail service operated by SMART. z DOWNTOWN SEBASTOPOL SPECIFIC PLAN: EPS provided market analysis and a financing strategy for the evolution of an underutilized commercial district into a mixed-use town center serving residents and visitors to California’s Wine Country.
z SAUSALITO GENERAL PLAN UPDATE: EPS served as the lead economist for the Sausalito General Plan Update, a small and relatively affluent coastal community located on the San Francisco Bay that also service as a major tourist destination.
z HALF MOON BAY GENERAL PLAN UPDATE: EPS provided economic analysis focused on how this small coastal City in the San Francisco Bay Area could further leverage its tourist, retail, and recreational assets. z DOWNTOWN ORINDA PRECISE PLAN: EPS evaluated a range of economic and market issues to inform a downtown Precise Plan and Housing Element approval. z PACIFICA GENERAL PLAN UPDATE AND SHARP PARK SPECIFIC PLAN EPS provided economic analysis focused on how this small coastal City could further leverage its tourist, retail, and recreational assets. EPS subsequently evaluated market conditions and developed a financing plan for a historic downtown adjacent to Sharp Park Beach.
z DOWNTOWN WALNUT CREEK PRECISE PLAN
Working for the City, EPS evaluated the market and financial feasibility of various mixed-used redevelopment options for a sub-district of Downtown. z DOWNTOWN PLEASANTON SPECIFIC PLAN
EPS provided strategic market and development feasibility analysis focused on how a relatively small downtown can carve out an effective commercial market niche in a mature and highly competitive regional market.
Education
Master of Public Policy, University of
California, Berkeley
Bachelor of Arts in Economics,
University of California,SantaCruz
Employment History
Budget Analyst for City of San
Francisco (1995)
Research Analyst, Fisher Center for
Real Estate and Urban Economics
(1994–5)
Business Analyst, Port Authority of
New York/New Jersey (1994)
Print Media Journalist, States News
Service, Washington, DC (1989–1992)
Publications/Presentations
Capturing the Value: Financing Arts
and Culture, presentation at CALED
annual conference. June 21st, 2023
“Preparing for Infill Housing in Retail
& Office Developments,” Urban Land
Institute TAP Report for Orange
County Council of Governments
(OCCOG)
“Revitalizing the Commercial Strip
with Housing,” California Economic
Snapshot Quarterly Report. CALED,
December 2022
“Bay Area Downtowns, PostPandemic Prospects,” Bay Area Planning Directors Association
(BAPDA), Winter 2022 Meeting
“Retail versus Housing: Rethinking
the Fiscal Paradigm” Meta hosted
webinar, June 10, 2022
“Bay Area Downtowns: Place Types
and Post Pandemic Prospects.” San
Mateo Council of Cities, May 22, 2022
“Repositioning Languishing Assets:
Building for the Missing Middle.” ULI
Urban Revitalization Council, Fall 2020
“COVID-19: Cross-Cutting Trends
toward a New Reality.” Lambda Alpha
International Spring / Summer, 2020
“The DNA of Downtowns, –
Typologies and Success Factors”,
West Coast Urban District Forum,
Spring 2020.
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Dr. Robert K. Manford
Senior Advisor
Robert K. Manford has over 30 years of experience leading complex land use, environmental, and community development initiatives for public agencies and private clients. He previously served as Deputy Director of Planning for the City of San Jose, overseeing environmental review, development permitting, and historic preservation, and held senior planning roles with the City of Los Angeles. Dr.
Manford has managed hundreds of CEQA/NEPA reviews and entitlement processes, advised city councils and commissions on major development decisions, and taught environmental planning at USC and Cal Poly Pomona. A Fulbright Specialist in urban and regional planning, he holds a Doctor of Policy, Planning, and Development degree from USC.
RELEVANT EXPERIENCE
UltraSystems Environmental Inc., August 2024 – August 2025, President City of San Jose Planning, Building & Code Enforcement Department, November 2018 – August 2024, Deputy Director – Planning City of Los Angeles Housing + Community Investment Department, July 2013- November 2018
Planning & Land Use Services Unit, City of Los Angeles Housing and Community Investment Department (HCID), October 2011-November 2018, Environmental Affairs Officer/Manager
Environmental Planning, Community Redevelopment Agency, City of Los Angeles (CRA/LA), November 2001-October 2011, Manager & Principal Planner
Los Angeles Unified School District (LAUSD) (Office of Environmental Health and Safety), January 2001 to November- 2001, California Environmental Quality Act (CEQA) Project Manager
Impact Sciences Inc., (Agoura Hills, CA), June 1997 – January 2001, Project Manager
Years of Experience
31 Years with Circlepoint
>1
Education
Doctor of Policy Planning
and Development (DPPD),
Sol Price School of Public
Policy, University of
Southern California, 2003
Master of Planning (MPl),
School of Urban and
Regional Planning,
University of Southern
California, 1994
B.A., Geography and
Resource Development,
University of Ghana, 1991
Affiliations
Member, American
Planning Association
Member, Urban Land
Institute
Expertise
Environmental Analysis
Land Use Development
Planning and Management
Community Development
Redevelopment
Environmental
Management
CEQA/NEPA Environmental
Review/Compliance
Public Policy
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Geoffrey Reilly
Senior Principal
Geoff Reilly is a Senior Principal with over 30 years of experience in the preparation and management of environmental review documents pursuant to CEQA, NEPA, Caltrans Local Assistance, CalOES, FEMA, CWSRF, etc. He has a broad knowledge of environmental and regulatory issues that affect land development and has successfully managed the environmental review process for many complex and controversial projects.
Geoff has supervised the preparation of all types of CEQA and NEPA documents for both public and private sector clients, including initial studies, mitigated negative declarations, environmental assessments, EIRs, EISs, categorical exemptions and exclusions, constraints analyses, technical background reports, expert witness testimony, and third-party review. He also has prepared many Program EIRs for Master Plans, Specific Plans and General Plan Updates throughout California.
SELECTED EXPERIENCE
City of Petaluma North SMART Station Specific Plan EIR, Senior Principal City of Healdsburg General Plan Update EIR, Project Director City of Healdsburg Mill District Environmental Due Diligence, Project Manager Sonoma County, Chalk Hill Road Bridge Replacement NEPA, Project Manager City of Watsonville General Plan Update EIR, Project Manager City of Cotati Downtown Specific Plan Final EIR, Project Manager City of Huntington Beach General Plan Update EIR, Project Manager City of El Segundo Corporate Campus Specific Plan EIR, Project Manager South San Francisco Gateway Business Park Master Plan EIR, Project Manager County of Lake Cristallago Master Plan EIR, Project Manager Cities of El Segundo and Hawthorne Los Angeles Air Force Base Land Conveyance, Construction and Development Specific Plan EIS/EIR City of Santa Monica Open Space Element and Parks & Recreation Master Plan EIR, Project Manager
Napa Valley College Facilities Master Plan Environmental Constraints Analysis and EIR, Project Manager
Merced Community College District Los Banos Community College Master Plan EIR and Merced Community College Master Plan EIR, Project Manager Marin County Parks Paradise Beach Park Master Plan IS/MND, Project Manager
Marin County Parks McNears Beach Park Master Plan IS/MND, Project Manager
City of American Canyon General Plan Update EIR, Senior Planner Years of Experience
30+
Education
BA, Resource and
Environmental
Geography, Spanish
Minor, San Diego State
University, 1989
Registrations/
Certifications
American Institute of
Certified Planners (AICP)
CalTrans Local Assistance
Training Certification
NWETC NEPA Certification:
Writing the Perfect
EA/FONSI or EIS
Affiliations
Association of
Environmental
Professionals
American Planning
Association
American Public Works
Association
Floodplain Management
Association
Sonoma County Alliance
Environmental Committee
Expertise
CEQA/NEPA
Project Management
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Ivy Morrison
Senior Principal
Ivy has 30 years of experience developing and directing public outreach and community relations programs for major Bay Area infrastructure projects, with an emphasis on transportation and land use. She brings exceptional experience in project management, the development and implementation of strategic communications and community engagement plans, the deployment of online and traditional engagement tools, as well as public education materials and special events planning. Her expertise includes managing complex, high-profile projects involving multiple partner agencies and stakeholders, as well as planning and facilitating workshops to build stakeholder and public consensus.
SELECTED EXPERIENCE
SR 12/Fulton Road Feasibility Study, Sonoma County Transportation Authority (SCTA), Principal-in-Charge
5-Way Intersection PA-ED Outreach, City of Napa, Principal-in-Charge Countywide Active Transportation Plan, Napa Valley Transportation Authority (NVTA), Principal-in-Charge
Napa Valley Vine Trail Outreach, Napa Valley Vine Trail Coalition, Senior Principal
Solano Rail Hub PA-ED; PS&E, Solano Transportation Authority (STA), Principalin-Charge SR 37 Ultimate Sea Level Resilience Project, Metropolitan Transportation, Commission (MTC) (Draft Alternatives Analysis: Marin & Sonoma Counties), Principal
Equitable Engagement Best Practices, Association of Bay Area Governments (ABAG) and the Metropolitan Transportation Commission (MTC), Project Manager
Farmworker Engagement Guide, Association of Bay Area Governments (ABAG) and the Metropolitan Transportation Commission (MTC), Project Manager Central Estuary Project Specific Plan, City of Oakland, Project Manager CCTA San Pablo Ave Multimodal Corridor Phase 3, Contra Costa Transportation Authority (CCTA), Principal-in-Charge
SR 37 Ultimate Seal Level Resilience Project, Metropolitan Transportation Commission, Principal
West Oakland Link, Bay Area Toll Authority (BATA), Principal-in-Charge Connected Mobility Implementation Plan, Solano Transportation Authority (STA), Principal
Mobility Hub Marketing, Metropolitan Transportation Commission (MTC), Principal-in-Charge
Richmond-San Rafael Bridge Access Improvement, Bay Area Toll Authority (BATA), Associate Principal
Years of Experience
30 Years with Circlepoint
20 Education
M.F.A., Nonfiction Writing,
Columbia University, 1986
B.A., Slavic Languages and
Literature with honors,
Indiana University, 1981
Registrations/
Certifications
Leadership Oakland (June
2010)
Affiliations
Co-Chair, East Bay
Leadership Council
Transportation Task Force
(2014-2015)
Member, Women in
Transportation
Expertise
Strategic Communications
Planning and
Implementation
Behavior Change
Marketing and
Communications
Campaigns
Public Outreach and
Community Relations
Programs
Construction
Communications
Design of Public
Engagement and
Information Materials
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Juliet Martin
Project Manager, Environmental
Juliet approaches each project with a strong foundation of experience, attention to detail, and a deep commitment to environmental stewardship. She specializes in the preparation and management of CEQA and NEPA environmental review documents, with particular expertise in coordinating with state and federal agencies on permitting related to biological resources. As a seasoned project manager, Juliet leads multidisciplinary consultant teams, ensuring the delivery of high-quality environmental documents under aggressive schedules for high-profile infrastructure projects, including California High-Speed Rail. Juliet’s background in Environmental Policy and Communications allows her to bridge technical and publicfacing aspects of environmental planning. She regularly facilitates interagency collaboration to resolve complex regulatory issues and align deliverables with evolving project goals. Her portfolio spans a diverse range of land use and transportation projects, where she is known for her ability to guide teams through the environmental process with clarity and efficiency.
SELECTED EXPERIENCE
Petaluma N SMART Station Specific Plan, City of Petaluma, Project Manager SAFER Bay, City of East Palo Alto, Project Manager
Lawrence Station Area Plan: 2904 Corvin Drive Residential Development, City of Santa Clara, Associate Planner
Dumbarton Rail Project, Facebook, Associate Planner,
Ball Estates EIR, Contra Costa County, Associate Planner Hyatt House Hotel EIR, City of Half Moon Bay, Project Manager 335 S Winchester IS/MND, Urban Village, City of San José, Associate Planner California Avenue Homes Graduate Housing, Stanford University, Project Associate
Escondido Village Graduate Residences, Stanford University, Project Associate Fashion Island-19th Avenue Complete Streets PAED, SMCTA, Project Manager San Pablo Multi-Modal Corridor, Alameda CTC, Project Manager W Las Positas Improvements, City of Pleasanton, Project Manager 1075 Francisco, Marin County Transit District, Project Manager Marin Bridges, County of Marin, Project Manager
US101/SR92 Direct Connector EIR/EA, Project Manager
SR 152 Pacheco Pass Wildlife Crossing, Santa Clara Valley Habitat Agency, Project Manager
I-505 Vaca Valley Parkway, City of Vacaville, Project Manager Years of Experience
7 Years with Circlepoint
7 Education
B.S., Environmental Policy,
Planning, and Analysis,
University of California,
Davis, 2017
B.A., Communications,
University of California,
Davis, 2017
Expertise
Environmental Policy and
Planning
Strong written and verbal
communications skills
Affiliations
Member, Association of
Environmental
Professional, Monterey
Bay - Silicon Valley
Chapter
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Circlepoint 1
R egina M errill
Project Manager
Regina is a marketing and public relations professional who has served a variety of clients throughout the Bay Area. She is experienced at forming strategic partnerships with a variety of stakeholders within a community, as well as transforming broad strategic plans into actionable information for the public and the media. She is well-versed in creating and implementing effective public relations and digital advertising campaigns tailored to an organization’s specific needs and is passionate about developing and maintaining relationships with clients, journalists, and stakeholders. She excels at conveying the mission and goals of a project through clear and compelling communications materials to increase community awareness and engagement.
SE LE CTE D E XP E R IE NCE
Napa 5-Way Intersection PA-ED Outreach, City of Napa, Project Manager Countywide Active Transportation Plan, Napa Valley Transportation Authority (NVTA), Project Manager
Napa Valley Vine Trail Outreach, Napa Valley Vine Trail Coalition, Senior Project Associate
Equitable Engagement Best Practices, Association of Bay Area Governments (ABAG), Sr. Project Associate
SR 37 Ultimate Sea Level Resilience Project, Metropolitan Transportation Commission (MTC), Senior Project Associate
Solano Countywide Climate Adaptation and Resiliency Plan (CCARP), Solano Transportation Authority (STA), Sr. Project Associate
Dumbarton Rail Project, Facebook, Senior Project Associate San Pablo Multimodal Corridor Project, Alameda County Transportation Commission (Alameda CTC), Project Manager, Public Engagement Marin County Mobility Hub Plan Outreach, Metropolitan Transportation Commission (MTC), Project Manager
STA Connected Mobility Implementation Plan, Solano Transportation Authority (STA), Senior Project Associate
West Oakland Link, Metropolitan Transportation Commission (MTC), Senior Project Associate
San Pablo Multimodal Corridor Project, Alameda County Transportation Commission (Alameda CTC), Project Manager, Public Engagement Countywide Active Transportation Plan, Alameda County Transportation Commission (Alameda CTC), Project Manager
Suisun City Community-Based Transportation Plan, Solano Transportation Authority (STA), Project Manager
Years of Experience
8 Years with Circlepoint
5 Education
M.A., Professional
Communication, University
of San Francisco, 2021
B.A., Journalism, Loyola
University of Chicago, 2016
Registrations/
Certifications
International
Association for Public
Participation (IAP2),
Planning for Effective
Public Participation
WTS San Francisco,
Leadership Program (2023)
Expertise
Website and Social Media
Management
Copywriting and
Copyediting
Event Coordination
Marketing Strategy
Media Relations
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Current Position Discipline Qualifications
▪ Managing Member and
Primary Owner
▪ Principal Archaeologist
▪ Cultural Resource
Management
▪ Prehistoric Archaeology
▪ Registered Professional
Archaeologist
▪ MA Cultural Resource Planning,
Policy, and Procedure
Summary of Experience
Risa DeGeorgey’s professional archaeological career began in 1998. Since then, Ms. DeGeorgey has been working with both public agencies and the private sector engaged in the management of cultural resources. Risa completed an Interdisciplinary Master’s degree at Sonoma State University focused on business development, business management, and integrating land use planning with cultural resource management. She has founded and managed two successful cultural resource management firms. Risa has served on the Board of the Society for California Archaeology for two years and is a Professional Archaeologist in good standing with the Register of Professional Archaeologists. Ms. DeGeorgey meets the Secretary of the Interior’s standard for cultural resource specialists involved in preservation activities at all levels of government involving historic-era and prehistoric-era archaeological resources. Risa DeGeorgey is Alta Archaeological Consulting LLC’s founder, Managing Member, and the primary individual responsible for archaeological investigations, quality control, and general oversight of the company.
Education
2006 Interdisciplinary Studies MA, Sonoma State University Cultural Resource: Planning, Policy, and Procedure
2002 Bachelor of Science, Anthropology, University of California, Davis 2000 Archaeological Field School, University of Hawaii, Manoa Professional Experience
Managing Member/Principal Archaeologist
Alta Archaeological Consulting, LLC - Santa Rosa, California 2012—Present
Primary Owner of Alta Archaeological Consulting, LLC. Duties include: making day to day management and policy decisions regarding finance, business operations, personnel management, marketing , sales, and equipment purchasing; field and lab supervision; client negotiation; developing business relationships; multi- agency coordination; Native American consultation; informing clients of the laws applicable to their projects; project planning; project budgeting; field work coordination; lab management; data base management; statistical analysis; pre- and post- field research; archaeological survey; site recordation; site mapping; writing research designs; supervising data recovery programs; archaeological site evaluation; writing technical reports; graphic production; report production; and making cultural resource management recommendations to land use managers. As leader of the ALTA team, Risa is responsible for providing clients cost effective solutions for complex environmental and cultural resource management issues.
Alta Archaeological Consulting, LLC
2681 Cleveland Ave
Santa Rosa, CA 95403
office (707) 544-4206
fax (707) 546-2135
www.altaac.com
Risa H. DeGeorgey, MA, RPA
(707) 540-2674 cell — [email protected]
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Current Position Discipline Qualifications
▪ Co-Member
▪ Principal
▪ Cultural Resource Management
▪ California Archaeology
▪ Registered Professional Archaeologist
▪ 40-Hr Hazwoper
Summary of Experience
Alex DeGeorgey has 25 years of professional archaeological experience in California. Mr.
DeGeorgey has worked with both public agencies and the private sector engaged in the management of cultural resources. He oversees prehistoric and historic-era resources investigations, including directing large-scale field studies and assembling field teams. Alex’s key responsibilities include serving as Principal Investigator for complex, high profile archaeological investigating, mentoring staff, and serving as a technical resource for senior project managers.
Mr. DeGeorgey is active in both academic and professional organizations publishing over a dozen research articles in peer reviewed journals, proceedings of professional societies, and edited volumes. Mr. DeGeorgey upholds a high ethical standard for historic preservation activities and currently serves as a commissioner on the Standards Board of the RPA. He continues to play an active role in the Society for California Archaeology, the Register of Professional Archaeologists, and local historical organizations.
Education
2003 Master of the Arts, Anthropology, California State University, Chico 1996 Bachelor of the Arts, Anthropology, Sonoma State University 1994 Certificate Archaeological Technician Program, Cabrillo College Professional Experience
Member/Principal Archaeologist
Alta Archaeological Consulting, LLC - Santa Rosa, California 2012—Present
Co-owner Alta Archaeological Consulting, LLC. Primary individual responsible for executing cultural resource investigations for private developers and public agencies. Other responsibilities include multi-agency coordination; Native American consultation; advising clients regarding relevant environmental and historic preservation laws applicable to their projects; project planning and feasibility; project budgeting; field work coordination; lab management; database management; statistical analysis; pre- and post-field research; archaeological survey; site recordation; site mapping; writing research designs; supervising data recovery programs; archaeological site evaluation; writing technical reports; graphic production; report production; and making resource management recommendations to land use managers. He’s logged more than 30,000 hours as the lead project archaeologist participating in over 500 studies in California.
Alta Archaeological Consulting, LLC
2681 Cleveland Ave
Santa Rosa, CA 95403
office (707) 544-4206
fax (707) 546-2135
www.altaac.com
Alex L. DeGeorgey, MA, RPA
530) 570-7172 cell — [email protected]
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Sandra Etchell – 1
Sandra Etchell
Permitting
Specialist/Environmental
Inspector/Biologist
Years of Experience
30 Expertise
Restoration Design
Mitigation Monitoring
Special status species surveys
Wetlands Delineations
Education
B. A. Biology, Sonoma State
University
M. S. Environmental
Management University of
San Francisco
San Francisco State
University
Wetland Delineation Training
Certification
PROFESSIONAL SUMMARY
Ms. Etchell is an Environmental Biologist, permit specialist and restoration ecologist with skills including the identification of birds, fish, plants, mammals, amphibians and reptiles of Northern California. Ms. Etchell has 30 years of experience in the environmental field; conducting biological resource and special-status species surveys; and preparing documentation for California Environmental Quality Act (CEQA) and National Environmental Protection Act (NEPA) compliance. She has experience preparing Biological Constraints Reports for small to large scale projects. She is also a regulatory specialist with extensive experience in permitting infrastructure projects throughout the Greater Bay Area. This includesthe preparation of project permits applications for California Department of Fish and Wildlife, Army Corps of Engineers, San Francisco Bay Conservation and Development Commission, the California Coastal Commission and the Regional Water Quality Control Board. Ms. Etchell has served as a consultant to local and state agencies regarding environmental issues and permitting. She has also designed and prepared plans for restoration and revegetation projects for a variety of habitats.
RELEVANT PROJECT EXPERIENCE
State Route 116/121 Intersection Improvement Project - Sonoma County Transportation Authority (SCTA), Sonoma, Sonoma County, CA.
Ms. Etchell prepared the Natural Environmental Study and all biological resource technical documents (e.g. focused species studies, wetland assessments, and biological assessments). She also prepared the Biological Assessment (including plant and wildlife surveys) and the jurisdictional determination (including wetland delineations and reporting) to support this project. The purpose of the intersection improvement project was to install a roundabout to alleviate traffic operation problems at a busy intersection located south of the City of Sonoma.
Telegraph Avenue Rapid Corridors Project, Alameda-Contra Costa Transit District, Alameda County, CA
Duties: Biologist and CEQA/NEPA Specialist. AC Transit proposes to improve transit operations along two main thoroughfares in the Cities of Oakland and Berkeley. The improvements included bus stop installations, and fiber optic and traffic signal upgrades. Ms. Etchell prepared a CEQA checklist and Categorical Exemption documentation as well as NEPA Categorical Exclusion documentation for the Project. To ensure that the project complies with environmental regulations, Ms. Etchell included avoidance and minimization measures that resulted from Biological Resource and Cultural Resource studies.
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BioMaAS
Ivan Parr – 1
Ivan Parr, B.S.
Senior Biologist
Years of Experience
18 Expertise
Special status species
Surveys
Wetland Delineations
Education
B.S. in Environmental
Science Studies, St.
Mary’s College of
California, Moraga
Permits
US Fish & Wildlife
Service 10(a)(1)(A)
Recovery Permits for:
California red-legged
frog
California tiger
salamander
Large Listed
Branchiopods:
Vernal pool tadpole
shrimp
Longhorn fairy shrimp
Vernal pool fairy shrimp
Conservancy fairy
shrimp
Riverside fairy shrimp
San Diego fairy shrimp
Scientific Collecting
Permit SC-10483
Covered: consulting,
research, and education
on reptiles, amphibians,
& invertebrates
PROFESSIONAL SUMMARY
Mr. Parr is an experienced biologist, analyst, and project manager. He is adept at permitting, client interfacing, leading field crews, and working with regulatory agencies. He has a plant voucher collecting permit and federal recovery permits for 8 wildlife species; and state permits for plants, amphibians, reptiles, and invertebrates. Mr. Parr also manages several infrastructure rehabilitation/improvement projects assisting with planning, CEQA documentation, restoration, resource agency permitting, and specialstatus species surveying and monitoring.
Specific Project Experience
Carmel River Reroute and San Clemente Dam Removal Permitting and Environmental Assessment Project. California American Water, 2014-2020 For the Carmel River Reroute and San Clemente Dam Removal Project, Mr.
Parr acted as an advisor for CEQA- related needs involving vegetation assessments and rare plants. He wrote sections of the biological assessment and identified species. He conducted extensive surveys for California redlegged frog in mitigation ponds and assisted in bullfrog abatement.
Monterey Peninsula Water Supply Project California American Water, 2014- 2020
As task lead, Mr. Parr organized, scoped, and led natural resources surveys, including wetland delineations, rare plant surveys, and wildlife studies for over 30 miles of proposed pipeline over 7 years. He met with clients and other entities to negotiate access on private and government property. He coordinated mapping of resources for the agencies, and wrote the ITP application, and sections of the BA, EIR/EIS, and HMMP. He surveyed for and proposed mitigation banks, created the relocation plan, and advised on routing, timing, and other avoidance and mitigation measures. He led protocol-level botanical and California red-legged frog surveys for several years, Smith’s blue butterfly surveys, marine mammal surveys, identified black abalone habitat, delineated wetlands, and characterized habitats for numerous endangered species, including least Bell’s vireo and yellow-billed cuckoo.
U.S. Highway 101 Big Pave II Project, Caltrans 2021, Geyserville, CA Mr. Parr conducted nesting bird surveys, jurisdictional water surveys, and construction monitoring activities for a project involving placement of new culvert pipes along Highway 101.
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