City Council
Report
City Council Meeting: October 14, 2025
Agenda Item: 4.I
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To: Mayor and City Council
From: Anuj Gupta, Director of Transportation, Department of Transportation, Community Engagement & Customer Experience
Subject: Award RFP #447 to Leone Solutions Group for Marketing and Communications Services for the Department of Transportation Recommended Action
Staff recommends that the City Council:
1. Adopt a finding of no possibility of significant environmental effects pursuant to Section 15061(b)(3) (Common Sense Exemption) of the California Environmental Quality Act (CEQA) Guidelines;
2. Award RFP# 447 to Leone Solutions Group, a Los Angeles-based firm, to provide as-needed graphic design, marketing, and communications services for the Department of Transportation, and;
3. Authorize the City Manager to negotiate and execute a two-year agreement with Leone Solutions Group, with up to three one-year renewal options at the City’s sole discretion, for a total amount not to exceed $416,665 over five years, with future year funding contingent on Council budget approval.
Summary
To enhance public communication and engagement around Santa Monica’s transportation projects, programs, and events, staff recommends securing a professional services agreement with Leone Solutions Group. The firm will provide graphic design, marketing, branding, outreach, and communications support on an asneeded basis, ensuring the Department of Transportation (DOT) has the resources to promote initiatives that connect people safely and sustainably to opportunities, including major upcoming events such as the 2026 FIFA World Cup and 2028 Olympic and Paralympic Games. If approved, Leone Solutions Group would provide services on an 2 of 5
as-needed basis, with the proposed contract recommended for an amount not to exceed $416,665.
Discussion
The Santa Monica Department of Transportation (DOT) is responsible for building a safe, sustainable, and equitable transportation network accessible to all residents and visitors. Comprised of Big Blue Bus, Mobility, and Parking, DOT delivers award-winning projects and services that include improvements to bike lanes, modernization of transit, pedestrian access enhancements, and operational efficiencies.
To continue advancing its mission and communicating effectively with the public, DOT seeks to engage a qualified firm to assist in developing and executing comprehensive communications strategies, high-quality marketing materials, branding support, and outreach efforts to increase awareness of and participation in transportation initiatives and services. These efforts are necessary to build public support and awareness that is foundational for the success of DOT initiatives. These services will be especially important with several major international events coming to the region in the near future.
The scope of work for this contract includes:
• Communications Strategy Development – Collaborating with DOT staff to create and refine strategies, identify target audiences, and align messaging with departmental goals.
• Marketing & Outreach Material Creation – Producing high-quality print and digital collateral, including brochures, flyers, digital ads, newsletters, social media content, and video.
• Branding and Creative Direction – Ensuring all materials align with City and DOT branding guidelines, including Big Blue Bus and Take the Friendly Road, Santa Monica’s Vision Zero campaign.
• Social Media and Digital Content Support – Planning and executing campaigns across multiple platforms to inform and engage the public. • Public Outreach & Engagement – Supporting stakeholder engagement through workshops, public meetings, and online tools.
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• Reporting and Analytics – Tracking and analyzing communication efforts, reporting outcomes, and providing recommendations.
• Special Projects and Deliverables – Participating in project meetings, maintaining editorial calendars, creating presentations, and producing periodic reports.
Services will be provided on an as-needed basis, with project scopes, schedules, and budgets determined for each initiative.
Vendor Selection
Bidder Recommendation
Best Qualified Firm Leone Solutions Group
Evaluation Criteria Experience; qualifications ; sample materials provided from recent projects; rates; and references.
Municipal Code SMMC 2.24.190
Submittals Received
360 Total Concept
Consulting
DCC Marketing LLC NLG Communications
Acento Advertising DIFF WORKS Pastilla
Adaptive Intelligence
International
Diksha Advertising &
Printing LLC
Place and Page
Agital DKS Associates Prosio Communications
Arellano Associates Fenton Communications Pulsar Advertising, Inc.
Art Machine Ginger and Carrot
Productions, LLC
Randle Communications
BC Design Haus Green Soul Marketing Serotonin Creative
Consultancy
BCreative LLC Hungry Heart Media Inc. VMA Communications Civic Edge Consulting Ignited We The Creative
Commune Communication Leone Solutions Group Workingarts Marketing, Inc.
Costin Public Outreach
Group, Inc.
NinetyEight z'onion creative group LLC
RFP DATA
Date Posted Posted On Advertise In
(City Charter & SMMC)
Vendors
Downloaded
Date
Publicly
Opened
07/17/25 City's Online
Bidding Site Santa Monica Daily Press 158 07/17/25
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Justification to Award
Leone Solutions Group submitted a cost proposal based on the provided rate sheet, which was competitive among the proposals received. The firm was determined to be the most qualified, demonstrating:
• Extensive experience in integrated communications and marketing for public agencies;
• Strong creative capabilities, including branding, multimedia content, and support for community engagement events;
• Successful delivery of comparable projects; and
• Familiarity with Santa Monica’s branding and transportation initiatives.
Environmental Review
The award contract is exempt from the California Environmental Quality Act (CEQA) pursuant to Section 15061(b)(3) (Common Sense Exemption) of the CEQA Guidelines, which states that CEQA does not apply, “where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment.” The agreement covers the provision of marketing and communications services to the City. Therefore, it can be seen with certainty that the agreement would not result in adverse physical impacts on the environment, and as such, is exempt from CEQA.
Financial Impacts and Budget Actions
Staff seeks authority to approve available funding from the Big Blue Bus Fund and the General Fund to award a contract with Leone Solutions Group for marketing and communication services in the amount not to exceed $416,665.
Contract Request
Funding
Source(s)
FY 2025-26
Amount
Future Year
Amount
Account Number Total Contract
Amount
Big Blue Bus
Fund (60)
$16,666.60 $66,666.40 60600003.552010 $83,333
General Fund
(01)
$66,666.40 $266,665.60 01600002.552010 $333,332
$83,333 $333,332 Total Contract Amount $416,665
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Future year funding is contingent on Council budget approval.
Prepared By: Robert McCall, Community Engagement & Customer Experience Manager
Approved Forwarded to Council
Attachments:
A. LSG_FY25-26_Living_Wage_Certification.pdf
B. LSG_Levine_Act_Disclosure_Form.pdf
C. LSG_Oaks_Initiative_Form.pdf