Agenda Item: 5
CITY OF SANTA CLARITA
AGENDA REPORT
CONSENT CALENDAR
CITY MANAGER APPROVAL:
DATE: February 24, 2026
SUBJECT: CONTRACT FOR THE CITY'S PUBLIC OPINION POLL
DEPARTMENT: City Manager's Office
PRESENTER: Frank Oviedo
RECOMMENDED ACTION
City Council:
1. Award a one-year contract to True North Research, Inc., for the Public Opinion Poll in the amount of $34,964.
2. Authorize the City Manager or designee to execute up to three additional one-year renewal options, not to exceed the annual contract amount plus an adjustment in compensation consistent with the appropriate Consumer Price Index, and contingent upon the appropriation of funds by the City Council in the annual budget for such fiscal year.
3. Authorize the City Manager or designee to execute all contracts and associated documents, subject to City Attorney approval.
BACKGROUND
The City of Santa Clarita (City) completes a Public Opinion Poll every two years to evaluate resident satisfaction with City programs and services and identify community priorities and areas of concern. The City solicits a consultant to develop a statistically valid strategic assessment of major needs and issues currently facing the community.
The City conducted a Request for Proposals (RFP) to solicit proposals from qualified consulting firms to conduct the City's Public Opinion Poll and prepare a comprehensive report of the findings. The RFP was published and circulated via the City's e-procurement system BidNet on December 2, 2025. The City transmitted the solicitation to 3,551 vendors on BidNet, of which 133 vendors downloaded the RFP. Nine companies provided proposals for consideration.
The proposals were reviewed and evaluated based on each company's ability to meet the specific
needs of the City. An evaluation panel comprised of staff from multiple departments scored the responses using the following categories of weighted criteria:
• Thoroughness of proposal, approach to providing sound services, and ability to provide services to meet objectives and standards (25 percent)
• Use of innovative techniques to produce a comprehensive assessment of the opinions and preferences of Santa Clarita (15 percent)
• Staff qualifications, relevant experience of staff, and number of staff provided (20 percent)
• Relevant experience on similar projects and references (10 percent) • Cost (30 percent)
The evaluation team scored the responses based on a 100-point system, with the results outlined below:
Rank Company Location Cost Score
1 True North Research, Inc. Encinitas, CA $34,964 82
2 Probolsky Research Newport Beach, CA $27,000 81
3 Polco Madison, WI $31,000 81
4 Zilo International Group Centennial, CO $30,000 78
5 HARC, Inc. Palm Desert, CA $33,875 69
6 ETC Institute Olathe, KS $24,000 68
7 Lake Research Partners Washington, DC $41,885 66
8 Great Lakes Marketing Toledo, OH $35,000 65
9 18 Stones Strategy, LLC Cherry Hill, NJ $75,000 64
In reviewing proposals, the evaluation team awarded the highest score to True North Research, Inc. (True North Research). The evaluation team determined that True North Research’s proposal offered the best overall value to meet the City’s needs. True North Research provided a proposal that was highly responsive to the City’s RFP and tailored to the City’s unique characteristics. Additionally, they have prepared the City’s last four Public Opinion Polls. True North Research had strong staff qualifications and their proposal clearly identified the prior project experience of assigned staff that was directly related to the City’s objectives.
Staff has completed a due-diligence review of True North Research’s professional references and determined its work history meets the City’s standards and performance expectations. Based on the above, staff recommends awarding the contract to True North Research and authorizing up to three one-year renewal options. As the Public Opinion Poll is completed every other year, the optional renewal terms, if exercised, would be effective for the 2028, 2030, and 2032 Public Opinion Polls.
ALTERNATIVE ACTION
Other action as determined by the City Council.
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FISCAL IMPACT
The resources required to implement the recommended action are contained within the City of Santa Clarita's adopted FY 2025-26 budget. Funding for future fiscal years is contingent upon the appropriations of funds by the City Council in the annual budget for such fiscal year.
ATTACHMENTS
Proposal for True North Research (available in the City Clerk's Reading File)