Stanton City Council
June 24, 2025

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ATTACHMENT B

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ATTACHMENT B

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ATTACHMENT F

1 CITY OF STANTON

REPORT TO THE CITY COUNCIL
TO: Honorable Mayor and Members of the City Council
DATE: June 24, 2025
SUBJECT: APPROVAL OF A PROFESSIONAL SERVICES AGREEMENT FOR

RETAIL MARKET ANALYSIS AND RETAIL RECRUITMENT SERVICES
REPORT IN BRIEF:

At its Budget Workshop on May 27, 2025, the City Council directed staff to procure professional economic development consulting services for retail market analysis and retail recruitment services. The City Council will consider approving a professional services agreement with The Retail Coach (“Retail Coach”) for retail market analysis and retail recruitment services.

RECOMMENDED ACTION:

1. City Council find that this item is not subject to California Environmental Quality Act (“CEQA”) pursuant to Sections 15378(b)(5) (Organizational or administrative activities of governments that will not result in direct or indirect physical changes in the environment); and

2. Waive the competitive procurement process and authorize the use of cooperative purchasing per the City’s Purchasing and Contracting Guidelines; and

3. Authorize the City Manager to enter into an agreement with The Retail Coach to provide retail market analysis and retail recruitment services for an initial term from July 1, 2025 – June 30, 2026, with up to two additional two-year term extensions, in a form approved by the City Attorney.

BACKGROUND:

To further advance the City’s Strategic Goal 2: “Promote a strong local economy,” while balancing the City’s finite human and fiscal resources, at its Budget Workshop of May 27, 2025, the City Council directed staff to procure professional economic development consulting services for retail market analysis and retail recruitment services.

Item: 9K
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2 Retail Market Analysis
Retaining a subject matter expert, or in this case a firm of experts, to conduct a retail market analysis helps cities differentiate themselves in an increasingly data-driven, competitive market. A compelling, evidence-based case is necessary to demonstrate not only that a city is viable, but that it is the ideal location for retail expansion. While many cities highlight general attributes such as population growth or geographic location, these factors alone are insufficient to attract retailers.

Retailers now utilize advanced analytics to assess potential markets, examining demographic trends, trade area characteristics, and unmet consumer demand. Cities can enhance their competitiveness by utilizing consultants to conduct a market gap analysis to identify underserved retail categories and demonstrate the community’s ability to support new businesses, including demographics, income levels, workforce presence, and retail spending power. A robust analysis should also address site-specific considerations such as visibility, accessibility, and complementary nearby tenants.

Retail Recruitment
After the research and analysis phase, cities can focus on targeted retail recruitment.

Retail recruitment plays a critical role in strengthening a local economy and enhancing quality of life. Cities must develop professional, tailored marketing materials that speak directly to retailers’ needs. Retailers are pitched constantly, so a city’s message must be clear, concise, and backed by strong visuals and site-specific information. Building relationships with commercial brokers, developers, and retail site selectors is key to closing deals. While incentives may help, the real driver is showing how a retailer’s business model fits with the city’s unique trade area and consumer base. When done right, retail recruitment fuels long-term economic growth, attracts investment, and helps create vibrant, thriving communities.

ANALYSIS/JUSTIFICATION:

Smaller cities such as Stanton, that are working with limited human and fiscal resources, can benefit greatly from hiring a professional consultant for retail market analysis and retailer recruitment for several key reasons:
• Expertise and Tools: Consultants bring specialized knowledge and advanced data tools to identify market gaps, analyze demographics, and evaluate trade areas in ways that small cities often cannot do on their own. They understand what site selectors and retailers look for and how to present data in a compelling, actionable way.
• Strategic Targeting: Rather than taking a broad or generic approach, consultants help cities focus on recruiting the right mix of retailers that fit the community’s needs and market realities. This increases the chances of successful long-term business matches.
3 • Credibility with Retailers: A professional consultant lends credibility to a city’s recruitment efforts by providing retailers with trusted, third-party insights and data.

Retailers are more likely to engage seriously when they see professional-level analysis and planning.
• Staff Capacity: Small cities may not have the in-house capacity or resources to lead a sustained and effective recruitment campaign. Consultants can fill this gap and ensure consistent outreach and follow-through.
• Faster Results: With their networks, experience, and refined process, consultants can accelerate timelines – identifying prospects, initiating conversations, and closing deals faster than cities going it alone.

Ultimately, investing in professional support helps small cities compete with larger markets and attract quality retail options that enhance local quality of life and generate critical tax revenue.

After receiving Council direction, staff began researching professional consultant options.

In speaking with other cities and reviewing recent contract awards, staff became aware of The Retail Coach. Staff identified a number of recent Request for Proposal processes for similar professional services that were awarded to The Retail Coach.

The City’s Purchasing and Contracting Guidelines state the following related to cooperative purchasing:

Use of cooperative purchasing is encouraged to obtain goods and services by aggregating volume, securing value pricing, and reducing administrative overhead.

In cooperative purchasing, the City uses an existing public contract arrived at after the completion of a competitive procurement process as a template to form the City’s own contract with the vendor to acquire the same products/services at the same/lower price. This process is also known as “piggybacking.” Measured use of cooperative purchasing can significantly reduce the time and resources needed to competitively purchase goods and services. Cooperative purchasing opportunities should be based on competitively awarded contracts that substantially comply with the California Procurement Code and the City’s standard procurement procedures.

Cooperative purchasing need not be based on the absolute lowest pricing and may consider factors in addition to price, such as the time and/or resources needed for the City to independently competitively bid for the good or service. Multi-award contracts, whereby multiple vendors are awarded a contract for a specific product and each have maximum item prices and contract terms established, are also eligible source contracts for cooperative purchasing. Contracts reached through cooperative purchasing shall be approved by the City Council. The corresponding staff report shall note the use of cooperative purchasing and describe the underlying competitive procurement relied upon.
4 Cooperative purchases must adhere to the following requirements:
o The competitive bidding source contract must still be in effect. o The source contract must not preclude the City from using it as an agreement for cooperative purchasing.
o The awarding jurisdiction for the source contract must be either the federal government, the State of California, or a county or city within the State of California.
 Examples of nationally recognized purchasing cooperatives include, but are not limited to, California Multiple Award Schedule (CMAS); National Association of State Procurement Officers (NASPO) ValuePoint; the Department of General Services (DGS); OMNIA Partners (formerly U.S. Communities Cooperative Purchasing); Sourcewell (formerly National Joint Powers Alliance); and federal General Services Agency (GSA) procurements.
o The prospective vendor making a proposal to the City must be the same vendor that was awarded the source contract. It is insufficient for the prospective vendor to be a partner supplier or authorized re-seller under the source contract vendor.
o The scope of work and/or goods delivered in the source contract must be the same as (or substantially similar to) the scope of work and/or goods requested by the City.
o The prospective vendor must extend to the City the same terms and conditions as (or terms more favorable to the City than) those in the initial contract.

Staff has identified the City of Palm Desert as the source contract for cooperative purchasing. The City of Palm Desert released a Request for Proposals in August 2023 and ultimately awarded an agreement to The Retail Coach in November 2023, as outlined in a staff report dated November 16, 2023 (Attachment 1). The source contract adheres to the requirements listed above and is suitable for cooperative purchasing. To check references, staff reached out to three current Retail Coach client cities and received positive feedback regarding their performance. Staff received a proposal from The Retail Coach with a negotiated not-to-exceed cost of $38,000 (Attachment 2). The Scope of Services includes:
5 • Retail Market Analysis
• Mobile Location Data Analysis
• Custom Retail Trade Area
• Demographic/Population Profile
• Psychographic Profile
• Retail Demand + GAP Analysis
• Existing Retailer Map
• Retail Recruitment Strategy
• Retail Void Analysis
• Retail Fusion Analysis
• Retail Match List
• Retail Site Identification and Inventory
• Marketing + Recruitment
• Proactive Retail Recruitment
• National + Regional Retail Conference Representation
• Retail Marketing Profiles
• Retail Dashboard
• Retailer-Specific Feasibility Packages
• Engagement with Local Stakeholders
• Coaching + Ongoing Support
• Monthly Update Conference Calls
• Retail Recruitment Tracking Form
• Three trips to Stanton by TRC Staff
• Unlimited Access to TRC Staff
• Other Reports As Needed
FISCAL IMPACT:

The Fiscal Year 2025-26 Operating Budget includes sufficient funds for the proposed services. If the City of Stanton elects to extend the agreement, the additional fee shall be $25,000 for each additional 12-month period of data updates, recruitment, and coaching.

Any funding decisions related to future economic development consulting services will be presented to the Council as part of the annual budget workshop.

ENVIRONMENTAL IMPACT:

None.
6 LEGAL REVIEW:

The City Attorney reviewed the Agreement as to form.

PUBLIC NOTIFICATION:

Through the normal agenda posting process.

STRATEGIC GOAL:

Goal 2. Promote a strong local economy.

Prepared by: Hannah Shin-Heydorn, City Manager
Fiscal Impact Reviewed by: Michelle Bannigan, Finance Director Approved by: Hannah Shin-Heydorn, City Manager
ATTACHMENTS:

A. City of Palm Desert Staff Report
B. City of Stanton Proposal
C. Professional Services Agreement

CITY OF PALM DESERT

STAFF REPORT
MEETING DATE: November 16, 2023
PREPARED BY: Deborah Glickman
REQUEST: APPROVE A PROFESSIONAL SERVICES AGREEMENT WITH THE RETAIL COACH IN AN AMOUNT NOT TO EXCEED $55,000 FOR RETAIL

MARKET ANALYSIS AND BUSINESS RECRUITMENT SERVICES
RECOMMENDATION:

1. Approve a contract with The Retail Coach for retail market analysis and recruitment services.

2. Authorize the City Attorney to make necessary, non-monetary changes to the agreement.

3. Authorize the City Manager to execute the agreement and all related documents.

BACKGROUND/ANALYSIS:

On March 9, 2023, the City Council adopted the 2023 City Council Goals which included a goal for “Business Recruitment.” The goal is to identify a firm that specializes in business attraction; identifying and recruiting businesses that would be interested in locating in the City. Working with the Economic Development Subcommittee, the goal was further expanded to identify a successful consultant that will provide the following services:
 Expand Palm Desert’s existing retail success by identifying similar/compatible retailers.  Identify and recruit businesses that are more experiential in their offerings (not just retail).  Identify unique retailers to which residents may not have access.

On August 30, 2023, staff released a Request for Proposals (RFP) that closed on September 11, 2023. Three (3) proposals, from the following firms, were received:

Firm Term Year 1 Year 2 Year 3 Total Hotel Study
(Optional)
Total
The Retail
Coach
1- 3
years
$55,000 $40,000 $40,000 $135,000 N/A $135,000
Retail
Strategies
1- 3
years
$45,000 $45,000 $45,000 $135,000 $12,500 $142,500
Wildan 1 year $83,880 $0 $0 $83,880 Up to $25,000 $108,880 All three (3) firms provide similar services that include the following:
 Community demographic profiles
 Community forum
 Conference representation
 Developer matching
 Drive-time market profile
 Marking materials
Attachment: A
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City of Palm Desert
Retail Consultant

 Peer/Community analysis
 Psychographic profiles
 Reporting
 Retail/Developer contact and liaison
 Retail Matching
In addition to confirming the aforementioned tasks, the proposals were reviewed for the following and scored by staff members from the Economic Development and Public Works Departments.

Firm Score Regional Knowledge/Personnel
Experience
Past/Existing
Clients (sample)
Special Features
The Retail Coach 88 - Worked locally and regionally
- Assigned personnel has 10 years of
experience with the firm
- Beaumont
- Indio
- Murrieta
Online dashboard
of recruitment
efforts
Wildan 77 - Worked in Palm Desert but in a nonretail strategy capacity - Assigned personnel has extensive
experience in economic development
but not retail strategies
- Cudahy
- Hayward
- Pleasanton
Hotel Study
(Optional)
Retail Strategies 70 - Markets worked with are dissimilar to Palm Desert
- Assigned personnel has 5 years of
experience with the company
- Lemoore
- Lompoc
- Palmdale
Hotel Study
(Optional)
After scoring and discussion, staff selected The Retail Coach for its expertise as a firm, relevant experience of assigned personnel, extensive knowledge of the Coachella Valley, and experience with similar market communities throughout the nation and within the Southern California region.

Upon approval, The Retail Coach will grant exclusivity to the City and will not contract with other cities in the Coachella Valley for the duration of the agreement. Throughout the agreement, The Retail Coach will undertake the following actions:
 Perform a gap study to provide the City with a clear understanding of what businesses are missing from its current stock.
 Research and analyze the Palm Desert retail market for leakage and growth opportunities.
 Determine the City’s unique, viable retail market potential.  Identify key retail and restaurant targets that align with the City’s vision of growth.  Recruit target retailers and restaurants through proactive outreach and at industry conferences.
 Guide the City through the recruitment process, including vetting potential targets and assisting with correspondence and meetings with targets.  Represent the City and coordinate meetings with potential businesses at various trade shows including the International Council of Shopping Centers (ICSC).

In conclusion, The Retail Coach's track record, personnel, knowledge of the Coachella Valley market, and commitment to exclusivity make it staff’s top choice. Therefore, staff is requesting City of Palm Desert
Retail Consultant

approval for a one (1)-year agreement with The Retail Coach, with an option for two (2) one (1) year extensions. The cost of the initial year is $55,000. If the City Council approves two (2) extensions of one (1)-year each, the cost would be $40,000 each for years two (2) and three (3).

Legal Review:

This report has been reviewed by the City Attorney’s office.

Appointed Body Recommendation:

At its meeting on October 16, 2023, the Economic Development Sub-Committee consisting of City Councilmember Harnik and City Councilmember Nestande reviewed and consented with staff’s recommendation of The Retail Coach.

FINANCIAL IMPACT:

The Professional Services Agreement is a one (1)-year agreement in an amount not to exceed $55,000. Funds for this service are available in the Economic Development Department’s Professional Services account (Acct. No. 1104430-4309000).

Staff will return to the City Council at a later date for approval of extensions, if necessary.

ATTACHMENTS:

1. Professional Services Contract

2. The Retail Coach Proposal
Contract No.
1 Revised 10-2023
BBK 72500.00001\32374915.1

CITY OF PALM DESERT

PROFESSIONAL SERVICES AGREEMENT

1. Parties and Date. This Agreement is made and entered into this 1st day of December, 2023, by and between the City of Palm Desert, a municipal corporation organized under the laws of the State of California with its principal place of business at 73-510 Fred Waring Drive, Palm Desert, California 92260-2578 (“City”) and The Retail Coach, a Limited Liability Company, with its principal place of business at 86 Clark Boulevard, Tupelo, Mississippi 38804 ("Vendor").

The City and Vendor are sometimes individually referred to herein as "Party" and collectively as "Parties."

2. Recitals.

2.1 Project.

The City is a public agency of the State of California and is in need of professional services for the following project:

Retail Market Analysis & Recruitment
(hereinafter referred to as “the Project”).

2.2 Consultant.

Consultant desires to perform and assume responsibility for the provision of certain professional services required by the City on the terms and conditions set forth in this Agreement.

Consultant is duly licensed and has the necessary qualifications to provide such services.

3. Terms.

3.1 Scope of Services and Term.

3.1.1 General Scope of Services. Consultant promises and agrees to furnish to the City all labor, materials, tools, equipment, services, and incidental and customary work necessary to fully and adequately supply the services necessary for the Project ("Services"). The Services are more particularly described in Exhibit "A" attached hereto and incorporated herein by reference. All Services shall be subject to, and performed in accordance with, this Agreement, the exhibits attached hereto and incorporated herein by reference, and all applicable local, state and federal laws, rules and regulations. Additionally, Consultant shall comply with all Federal requirements applicable to the Services as set forth in Exhibit “A-I” and attached hereto and incorporated herein by reference (“Federal Requirements”). With respect to any conflict between such Federal Requirements and the terms of this Agreement and/or the provisions of state law, the more stringent requirement shall control.

3.1.2 Term. The term of this Agreement shall be from December 1, 2023, to November 30, 2024, unless earlier terminated as provided herein. The City shall have the unilateral option, at its sole discretion, to renew this Agreement automatically for no more than two (2) additional terms of one (1) year. Contractor shall complete the Services within the term of this Agreement and shall meet any other established schedules and deadlines.

3.2 Responsibilities of Consultant.

3.2.1 Independent Contractor; Control and Payment of Subordinates.

The Services shall be performed by Consultant or under its supervision. Consultant will determine the means, methods, and details of performing the Services subject to the requirements of this Agreement. City retains Consultant on an independent contractor basis and not as an employee.

Any personnel performing the Services shall not be employees of City and shall at all times be under Consultant's exclusive direction and control. Neither City, or any of its officials, officers, C46670
DocuSign Envelope ID: C7213383-B1B0-4A52-8A66-A0DFA96450BD Contract No.
2 Revised 10-2023
BBK 72500.00001\32374915.1
directors, employees, or agents shall have control over the conduct of Consultant or any of Consultants officers, employees or agents, except as set forth in this Agreement. Consultant shall pay all wages, salaries, and other amounts due such personnel in connection with their performance of Services under this Agreement and as required by law. Consultant shall be responsible for all reports and obligations respecting such additional personnel, including, but not limited to: social security taxes, income tax withholding, unemployment insurance, disability insurance, and workers' compensation insurance.

3.2.2 Schedule of Services. Consultant shall perform the Services in a prompt and timely manner in accordance with the Schedule of Services set forth in Exhibit "B" attached hereto and incorporated herein by reference. Consultant represents that it has the professional and technical personnel required to perform the Services expeditiously. Upon request of City, Consultant shall provide a more detailed schedule of anticipated performance to meet the Schedule of Services.

3.2.3 Conformance to Applicable Requirements. All work prepared by Consultant shall be subject to the approval of City.

3.2.4 Substitution of Key Personnel. Consultant has represented to City that certain key personnel will perform and coordinate the Services. Should one or more of such personnel become unavailable, Consultant may substitute other personnel of at least equal competence upon written approval of City. In the event that City and Consultant cannot agree as to the substitution of key personnel, City shall be entitled to terminate this Agreement for cause.

The key personnel for performance of this Agreement are as follows: Charles Parker, Project Director, Kelly Cofer, Founder & CEO, Aaron Farmer, President, Caroline Hearnsberger, Recruitment Specialist, Cary Everitt, Recruitment Specialist, and Matthew Lautensack, Director of Research.

3.2.5 City's Representative. The City hereby designates Eric Ceja, Director of Economic Development, or his/her designee, to act as its representative in all matters pertaining to the administration and performance of this Agreement ("City's Representative"). City's Representative shall have the power to act on behalf of the City for review and approval of all products submitted by Consultant but not the authority to enlarge the scope of Services or change the total compensation due to Consultant under this Agreement.

The City Manager shall be authorized to act on City's behalf and to execute all necessary documents which enlarge the scope of services or change the Consultant's total compensation subject to the provisions contained in Section 3.3 of this Agreement. Consultant shall not accept direction or orders from any person other than the City Manager, City's Representative or his/her designee.

3.2.6 Consultant's Representative. Consultant hereby designates Charles Parker, Project Director, or his/her designee, to act as its representative for the performance of this Agreement ("Consultant's Representative"). Consultant's Representative shall have full authority to represent and act on behalf of the Consultant for all purposes under this Agreement. The Consultant's Representative shall supervise and direct the Services, using his/her best skill and attention, and shall be responsible for all means, methods, techniques, sequences, and procedures and for the satisfactory coordination of all portions of the Services under this Agreement.

3.2.7 Coordination of Services. Consultant agrees to work closely with City staff in the performance of Services and shall be available to City's staff, consultants, and other staff at all reasonable times.

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3.2.8 Standard of Care; Performance of Employees. Consultant shall perform all Services under this Agreement in a skillful and competent manner, consistent with the standards generally recognized as being employed by professionals in the same discipline in the State of California. Consultant represents and maintains that it is skilled in the professional calling necessary to perform the Services. Consultant warrants that all employees and subconsultants shall have sufficient skill and experience to perform the Services assigned to them. Consultant represents that it, its employees and subconsultants have all licenses, permits, qualifications and approvals of whatever nature that are legally required to perform the Services, and that such licenses and approvals shall be maintained throughout the term of this Agreement. Consultant shall perform, at its own cost and expense and without reimbursement from the City, any services necessary to correct errors or omissions which are caused by the Consultant's failure to comply with the standard of care provided herein. Any employee of the Consultant or its subconsultants who is determined by the City to be uncooperative, incompetent, a threat to the adequate or timely completion of the Project, a threat to the safety of persons or property, or any employee who fails or refuses to perform the Services in a manner acceptable to the City, shall be promptly removed from the Project by the Consultant and shall not be re-employed to perform any of the Services or to work on the Project.

3.2.9 Period of Performance. Consultant shall perform and complete all Services under this Agreement within the term set forth in Section 3.1.2 above (“Performance Time”). Consultant shall also perform the Services in strict accordance with any completion schedule or Project milestones described in Exhibits “A” or “B” attached hereto, or which may be separately agreed upon in writing by the City and Consultant (“Performance Milestones”).

Consultant agrees that if the Services are not completed within the aforementioned Performance Time and/or pursuant to any such Performance Milestones developed pursuant to provisions of this Agreement, it is understood, acknowledged and agreed that the City will suffer damage.

Neither City nor Consultant shall be considered in default of this Agreement for delays in performance caused by circumstances beyond the reasonable control of the non-performing Party. For purposes of this Agreement, such circumstances include a Force Majeure Event. A Force Majeure Event shall mean an event that materially affects a Party’s performance and is one or more of the following: (1) Acts of God or other natural disasters; (2) terrorism or other acts of a public enemy; (3) orders of governmental authorities (including, without limitation, unreasonable and unforeseeable delay in the issuance of permits or approvals by governmental authorities that are required for the services); (4) strikes and other organized labor action occurring at the site and the effects thereof on the services, only to the extent such strikes and other organized labor action are beyond the control of Consultant and its subcontractors, and to the extent the effects thereof cannot be avoided by use of replacement workers; and (5) pandemics, epidemics or quarantine restrictions. For purposes of this section, “orders of governmental authorities,” includes ordinances, emergency proclamations and orders, rules to protect the public health, welfare and safety, and other actions of a public agency applicable to the services and Agreement.

Should a Force Majeure Event occur, the non-performing Party shall, within a reasonable time of being prevented from performing, give written notice to the other Party describing the circumstances preventing continued performance and the efforts being made to resume performance of this Agreement. Force Majeure Events and/or delays, regardless of the Party responsible for the delay, shall not entitle Consultant to any additional compensation.

Notwithstanding the foregoing in this section, the City may still terminate this Agreement in accordance with the termination provisions of this Agreement.

3.2.10 Laws and Regulations; Employee/Labor Certification. Consultant shall keep itself fully informed of and in compliance with all local, state and federal laws, rules and C46670
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regulations in any manner affecting the performance of the Project or the Services and shall give all notices required by law. Consultant shall be liable for all violations of such laws and regulations in connection with the Services and this Agreement. All violations of such laws and regulations shall be grounds for the City to terminate the Agreement for cause.

3.2.10.1 Employment Eligibility; Consultant. Consultant certifies that it fully complies with all requirements and restrictions of state and federal law respecting the employment of undocumented aliens, including, but not limited to, the Immigration Reform and Control Act of 1986, as may be amended from time to time and shall require all subconsultants and sub-subconsultants to comply with the same. Consultant certifies that it has not committed a violation of any such law within the five (5) years immediately preceding the date of execution of this Agreement and shall not violate any such law at any time during the term of the Agreement.

3.2.10.2 Equal Opportunity Employment. Consultant represents that it is an equal opportunity employer, and it shall not discriminate against any subconsultant, employee or applicant for employment because of race, religion, color, national origin, physical disability, ancestry, sex, age, marital status, gender, gender identity, gender expression, sexual orientation, reproductive health decision making, veteran or military status, or any other consideration made unlawful by federal, state, or local laws. Such non-discrimination shall include, but not be limited to, all activities related to initial employment, upgrading, demotion, transfer, recruitment or recruitment advertising, layoff or termination. Consultant shall also comply with all relevant provisions of City's Minority Business Enterprise program, Affirmative Action Plan or other related programs or guidelines currently in effect or hereinafter enacted.

3.2.10.3 Safety. Consultant shall execute and maintain its work so as to avoid injury or damage to any person or property. In carrying out its Services, the Consultant shall at all times be in compliance with all applicable local, state and federal laws, rules and regulations, and shall exercise all necessary precautions for the safety of employees appropriate to the nature of the work and the conditions under which the work is to be performed.

3.2.11 Insurance.

3.2.11.1 Minimum Requirements. Without limiting Consultant’s indemnification of City, and prior to commencement of the Services, Consultant shall obtain, provide, and maintain at its own expense during the term of this Agreement, policies of insurance of the type and amounts described below and in a form that is satisfactory to City. (A) General Liability Insurance. Consultant shall maintain commercial general liability insurance with coverage at least as broad as Insurance Services Office form CG 00 01, in an amount not less than $1,000,000 per occurrence, $2,000,000 general aggregate, for bodily injury, personal injury, and property damage. The policy must include contractual liability that has not been amended. Any endorsement restricting standard ISO “insured contract” language will not be accepted.
(B) Automobile Liability Insurance. Consultant shall maintain automobile insurance at least as broad as Insurance Services Office form CA 00 01 covering bodily injury and property damage for all activities of the Consultant arising out of or in connection with Work to be performed under this Agreement, including coverage for any owned, hired, nonowned or rented vehicles, in an amount not less than $1,000,000 combined single limit for each accident. The City’s Risk Manger may modify this requirement if it is determined that Consultant will not be utilizing a vehicle in the performance of his/her duties under this Agreement.

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(C) Professional Liability (Errors & Omissions) Insurance.

Consultant shall maintain professional liability insurance that covers the Services to be performed in connection with this Agreement, in the minimum amount of $1,000,000 per claim and in the aggregate. Any policy inception date, continuity date, or retroactive date must be before the effective date of this Agreement and Consultant agrees to maintain continuous coverage through a period no less than three years after completion of the Services required by this Agreement. (D) Workers’ Compensation Insurance. Consultant shall
maintain Workers’ Compensation Insurance (Statutory Limits) and Employer’s Liability Insurance (with limits of at least $1,000,000). Consultant shall submit to City, along with the certificate of insurance, a Waiver of Subrogation endorsement in favor of the City, its officers, agents, employees, volunteers, and representatives.
(E) Umbrella or Excess Liability Insurance. Consultant may opt to utilize umbrella or excess liability insurance in meeting insurance requirements. In such circumstances, Consultant shall obtain and maintain an umbrella or excess liability insurance policy with limits that will provide bodily injury, personal injury and property damage liability coverage at least as broad as the primary coverages set forth above, including commercial general liability and employer’s liability. Such policy or policies shall include the following terms and conditions:
(1) A drop-down feature requiring the policy to respond if any primary insurance that would otherwise have
applied proves to be uncollectible in whole or in part for any reason;
(2) Pay on behalf of wording as opposed to reimbursement; (3) Concurrency of effective dates with primary policies; and (4) Policies shall “follow form” to the underlying primary policies.
(5) Insureds under primary policies shall also be insureds under the umbrella or excess policies.

If coverage is maintained on a claims-made basis, Consultant shall maintain such coverage for an additional period of three (3) years following termination of the Agreement.

3.2.11.2 Other Provisions or Requirements.
(A) Proof of Insurance. Consultant shall provide certificates of insurance to City as evidence of the insurance coverage required herein, along with a waiver of subrogation endorsement for workers’ compensation. Insurance certificates and endorsements must be approved by City’s Risk Manager prior to commencement of performance. Current certification of insurance shall be kept on file with City at all times during the term of this Agreement. City reserves the right to require complete, certified copies of all required insurance policies, at any time.
(B) Duration of Coverage. Consultant shall procure and
maintain for the duration of the Agreement insurance against claims for injuries to persons or damages to property, which may arise from or in connection with the performance of the Services hereunder by Consultant, his/her agents, representatives, employees or subconsultants.

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(C) Primary/Non-Contributing. Coverage provided by
Consultant shall be primary and any insurance or self-insurance procured or maintained by City shall not be required to contribute with it. The limits of insurance required herein may be satisfied by a combination of primary and umbrella or excess insurance. Any umbrella or excess insurance shall contain or be endorsed to contain a provision that such coverage shall also apply on a primary and non-contributory basis for the benefit of City before the City’s own insurance or selfinsurance shall be called upon to protect it as a named insured. (D) City’s Rights of Enforcement. In the event any policy of insurance required under this Agreement does not comply with these specifications, or is canceled and not replaced, City has the right, but not the duty, to obtain the insurance it deems necessary, and any premium paid by City will be promptly reimbursed by Consultant, or City will withhold amounts sufficient to pay premium from Consultant payments. In the alternative, City may terminate this Agreement.
(E) Acceptable Insurers. All insurance policies shall be issued by an insurance company currently authorized by the Insurance Commissioner to transact business of insurance or is on the List of Approved Surplus Line Insurers in the State of California, with an assigned policyholders’ Rating of A- (or higher) and Financial Size Category Class VII (or larger) in accordance with the latest edition of Best’s Key Rating Guide, unless otherwise approved by the City’s Risk Manager.
(F) Waiver of Subrogation. All insurance coverage maintained or procured pursuant to this agreement shall be endorsed to waive subrogation against the City, its elected or appointed officers, agents, officials, employees, volunteers, and representatives or shall specifically allow Consultant or others providing insurance evidence in compliance with these specifications to waive their right of recovery prior to a loss. Consultant hereby waives its own right of recovery against the City, its elected or appointed officers, agents, officials, employees, volunteers and representatives and shall require similar written express waivers and insurance clauses from each of its subconsultants.
(G) Enforcement of Contract Provisions (non estoppel).

Consultant acknowledges and agrees that any actual or alleged failure on the part of the City to inform Consultant of non-compliance with any requirement imposes no additional obligations on the City nor does it waive any rights hereunder.
(H) Requirements Not Limiting. Requirements of specific coverage features or limits contained in this Section are not intended as a limitation on coverage, limits or other requirements, or a waiver of any coverage normally provided by any insurance.

Specific reference to a given coverage feature is for purposes of clarification only as it pertains to a given issue and is not intended by any party or insured to be all inclusive, or to the exclusion of other coverage, or a waiver of any type. If the Consultant maintains higher limits than the minimums shown above, the City requires and shall be entitled to coverage for the higher limits maintained by the Consultant. Any available insurance proceeds in excess of the specified minimum limits of insurance and coverage shall be available to the City. (I) Notice of Cancellation. Consultant agrees to oblige its insurance agent or broker and insurers to provide City with a thirty (30) day notice of cancellation (except for nonpayment for which a ten (10) day notice is required) or nonrenewal of coverage for each required coverage.

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(J) Additional Insured Status. General liability, automobile liability, and if applicable, pollution liability and cyber liability, policies shall provide or be endorsed to provide that the City and its officers, officials, employees, agents, volunteers and representatives shall be additional insureds with regard to liability and defense of suits or claims arising out of the performance of the Agreement, under such policies. This provision shall also apply to any excess/umbrella liability policies.
(K) Prohibition of Undisclosed Coverage Limitations. None of the coverages required herein will be in compliance with these requirements if they include any limiting endorsement of any kind that has not been first submitted to City and approved of in writing.
(L) Separation of Insureds. A severability of interests provision must apply for all additional insureds ensuring that Consultant’s insurance shall apply separately to each insured against whom claim is made or suit is brought, except with respect to the insurer’s limits of liability. The policy(ies) shall not contain any cross-liability exclusions. (M) Pass Through Clause. Consultant agrees to ensure that its subconsultants, subcontractors, and any other party involved with the Project who is brought onto or involved in the Project by Consultant, provide the same minimum insurance coverage and endorsements required of Consultant. Consultant agrees to monitor and review all such coverage and assumes all responsibility for ensuring that such coverage is provided in conformity with the requirements of this section. Consultant agrees that upon request, all agreements with subconsultants, subcontractors, and others engaged in the Project will be submitted to City for review.
(N) City’s Right to Revise Specifications. The City and the City’s Risk Manager reserve the right at any time during the term of the Agreement to change the amounts and types of insurance required by giving the Consultant ninety (90) days advance written notice of such change. If such change results in additional cost to the Consultant, the City and Consultant may renegotiate Consultant’s compensation. If the City reduces the insurance requirements, the change shall go into effect immediately and require no advanced written notice. (O) Self-Insured Retentions. Any self-insured retentions must be declared to and approved by City. City reserves the right to require that self-insured retentions be eliminated, lowered, or replaced by a deductible. Self-insurance will not be considered to comply with these specifications unless approved by City. (P) Timely Notice of Claims. Consultant shall give City prompt and timely notice of claims made or suits instituted that arise out of or result from Consultant’s performance under this Agreement, and that involve or may involve coverage under any of the required liability policies.
(Q) Additional Insurance. Consultant shall also procure and maintain, at its own cost and expense, any additional kinds of insurance, which in its own judgment may be necessary for its proper protection and prosecution of the Services.

3.2.12 Water Quality Management and Compliance. Consultant shall keep itself and all subcontractors, staff, and employees fully informed of and in compliance with all local, state and federal laws, rules and regulations that may impact, or be implicated by the performance of the Services including, without limitation, all applicable provisions of the City’s ordinances regulating water quality and storm water; the Federal Water Pollution Control Act (33 U.S.C.

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§ 1251, et seq.); the California Porter-Cologne Water Quality Control Act (Water Code § 13000 et seq.); and any and all regulations, policies, or permits issued pursuant to any such authority.

Consultant must comply with the lawful requirements of the City, and any other municipality, drainage district, or other local agency with jurisdiction over the location where the Services are to be conducted, regulating water quality and storm water discharges. Failure to comply with laws, regulations, and ordinances listed in this Section is a violation of federal and state law. Consultant warrants that all employees and subcontractors shall have sufficient skill and experience to perform the work assigned to them without impacting water quality in violation of the laws, regulations, and policies of this Section.

3.3 Fees and Payments.

3.3.1 Compensation. Contractor shall receive compensation, including authorized reimbursements, for all Services rendered under this Agreement at the rates set forth in Exhibit “C” attached hereto and incorporated herein by reference. The total compensation shall not exceed Fifty-Five Thousand Dollars And No Cents ($55,000) for the term of December 1, 2023 to November 30, 2024 and Forty Thousand And No Cents ($40,000) for any extension thereafter, without written approval of the City Council or City Manager, as applicable.

3.3.2 Payment of Compensation. Consultant shall submit to City monthly invoices which provide a detailed description of the Services and hours rendered by Consultant.

City shall, within 30 days of receiving such invoice, review the invoice and pay all non-disputed and approved charges. If the City disputes any of Consultant's fees, the City shall give written notice to Consultant within thirty (30) days of receipt of an invoice of any disputed fees set forth therein. Consultant shall submit its final invoice to City within thirty (30) days from the last date of provided Services or termination of this Agreement and failure by the Consultant to submit a timely invoice may constitute a waiver of its right to final payment. Payment shall not constitute acceptance of any Services completed by Consultant. The making of final payment shall not constitute a waiver of any claims by the City for any reason whatsoever.

3.3.3 Reimbursement for Expenses. Consultant shall not be reimbursed for any expenses unless authorized in writing by City or included in Exhibit "C" of this Agreement.

3.3.4 Extra Work. At any time during the term of this Agreement, City may request that Consultant perform Extra Work. As used herein, "Extra Work" means any work which is determined by City to be necessary for the proper completion of the Project, but which the Parties did not reasonably anticipate would be necessary at the execution of this Agreement.

Consultant shall not perform, nor be compensated for, Extra Work without written authorization from the City.

3.4 Labor Code Requirements.

3.4.1 Prevailing Wages. Consultant is aware of the requirements of California Labor Code Section 1720, et seq., and 1770, et seq., as well as California Code of Regulations, Title 8, Section 16000, et seq., ("Prevailing Wage Laws"), which require the payment of prevailing wage rates and the performance of other requirements on "public works" and "maintenance" projects. If the Services are being performed as part of an applicable "public works" or "maintenance" project, as defined by the Prevailing Wage Laws, Consultant agrees to fully comply with such Prevailing Wage Laws. City shall provide Consultant with a copy of the prevailing rates of per diem wages in effect at the commencement of this Agreement. Consultant shall make copies of the prevailing rates of per diem wages for each craft, classification or type of worker needed to execute the Services available to interested parties upon request and shall post copies at the Consultant's principal place of business and at the project site. It is the intent of the parties C46670
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to effectuate the requirements of sections 1771, 1774, 1775, 1776, 1777.5, 1813, and 1815 of the Labor Code within this Agreement, and Consultant shall therefore comply with such Labor Code sections to the fullest extent required by law. Consultant shall defend, indemnify, and hold the City, its officials, officers, employees, agents, volunteers and representatives, free and harmless from any claim or liability arising out of any failure or alleged failure to comply with the Prevailing Wage Laws.

3.4.2 Registration/DIR Compliance. If the Services are being performed on a public works project of over $25,000 when the project is for construction, alteration, demolition, installation, or repair work, or a public works project of over $15,000 when the project is for maintenance work, in addition to the foregoing, then pursuant to Labor Code sections 1725.5 and 1771.1, the Consultant and all subconsultants must be registered with the Department of Industrial Relations (“DIR”). Consultant shall maintain registration for the duration of the Project and require the same of any subconsultants. This Project may also be subject to compliance monitoring and enforcement by the DIR. It shall be Consultant’s sole responsibility to comply with all applicable registration and labor compliance requirements, including the submission of payroll records directly to the DIR. Any stop orders issued by the DIR against Consultant or any subconsultant that affect Consultant’s performance of Services, including any delay, shall be Consultant’s sole responsibility. Any delay arising out of or resulting from such stop orders shall be considered Consultant caused delay and shall not be compensable by the City. Consultant shall defend, indemnify, and hold the City, its officials, officers, employees, agents, volunteers and representatives free and harmless from any claim or liability arising out of stop orders issued by the DIR against Consultant or any subconsultant.

3.4.3 Labor Certification. By its signature hereunder, Consultant certifies that it is aware of the provisions of Section 3700 of the California Labor Code which require every employer to be insured against liability for Worker's Compensation or to undertake self-insurance in accordance with the provisions of that Code and agrees to comply with such provisions before commencing the performance of the Services.

3.5 Accounting Records.

3.5.1 Maintenance and Inspection. Consultant shall maintain complete and accurate records with respect to all costs and expenses incurred under this Agreement. All such records shall be clearly identifiable. Consultant shall allow a representative of City during normal business hours to examine, audit, and make transcripts or copies of such records and any other documents created pursuant to this Agreement. Consultant shall allow inspection of all work, data, documents, proceedings, and activities related to the Agreement for a period of three (3) years from the date of final payment under this Agreement.

3.6 General Provisions.

3.6.1 Termination of Agreement.

3.6.1.1 Grounds for Termination. City may, by written notice to Consultant, terminate the whole or any part of this Agreement at any time and without cause by giving written notice to Consultant of such termination, and specifying the effective date thereof, at least seven (7) days before the effective date of such termination. Upon termination, Consultant shall be compensated only for those Services which have been adequately rendered to City, and Consultant shall be entitled to no further compensation. Consultant may not terminate this Agreement except for cause. The rights and remedies of the City provided in this section shall not be exclusive and are in addition to any other rights and remedies provided by law, equity or under C46670
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this Agreement.

3.6.1.2 Effect of Termination. If this Agreement is terminated as provided herein, City may require Consultant to provide all finished or unfinished Documents and Data and other information of any kind prepared by Consultant in connection with the performance of Services under this Agreement. Consultant shall be required to provide such document and other information within fifteen (15) days of the request.

3.6.1.3 Early Termination. Notwithstanding any provision herein to the contrary, if for any fiscal year of this Agreement the City Council fails to appropriate or allocate funds for future payment under the Agreement after exercising reasonable efforts to do so, the City may upon seven (7) days’ written notice, order work on the Project to cease. Upon termination, Consultant shall be compensated only for those Services which have been adequately rendered to City, and Consultant shall be entitled to no further compensation.

3.6.1.4 Additional Services. In the event this Agreement is terminated in whole or in part as provided herein, City may procure, upon such terms and in such manner as it may determine appropriate, services similar to those terminated.

3.6.2 Delivery of Notices. All notices permitted or required under this Agreement shall be given to the respective parties at the following address, or at such other address as the respective parties may provide in writing for this purpose:

Consultant: The Retail Coach
86 Clark Blvd
Tupelo, MS 38804
ATTN: CHARLES PARKER, PROJECT DIRECTOR
City: City of Palm Desert
73-510 Fred Waring Drive
Palm Desert, CA 92260-2578
ATTN: ERIC CEJA, DIRECTOR OF ECONOMIC

DEVELOPMENT
Such notice shall be deemed made when personally delivered or when mailed, forty-eight (48) hours after deposit in the U.S. Mail, first class postage prepaid and addressed to the party at its applicable address. Actual notice shall be deemed adequate notice on the date actual notice occurred, regardless of the method of service.

3.6.3 Ownership of Materials and Confidentiality.

3.6.3.1 Documents & Data; Licensing of Intellectual Property. This Agreement creates a non-exclusive and perpetual license for City to copy, use, modify, reuse, or sublicense any and all copyrights, designs, and other intellectual property embodied in plans, specifications, studies, drawings, estimates, and other documents or works of authorship fixed in any tangible medium of expression, including but not limited to, physical drawings or data magnetically or otherwise recorded on computer diskettes, which are prepared or caused to be prepared by Consultant under this Agreement ("Documents & Data"). All Documents & Data shall be and remain the property of City and shall not be used in whole or in substantial part by Consultant on other projects without the City’s express written permission. Within thirty (30) days following the completion, suspension, abandonment or termination of this Agreement, Consultant shall provide to City reproducible copies of all Documents & Data, in a form and amount required C46670
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by City. City reserves the right to select the method of document reproduction and to establish where the reproduction will be accomplished. The reproduction expense shall be borne by City at the actual cost of duplication. In the event of a dispute regarding the amount of compensation to which the Consultant is entitled under the termination provisions of this Agreement, Consultant shall provide all Documents & Data to City upon payment of the undisputed amount. Consultant shall have no right to retain or fail to provide to City any such documents pending resolution of the dispute. In addition, Consultant shall retain copies of all Documents & Data on file for a minimum of fifteen (15) years following completion of the Project and shall make copies available to City upon the payment of actual reasonable duplication costs. Before destroying the Documents & Data following this retention period, Consultant shall make a reasonable effort to notify City and provide City with the opportunity to obtain the documents.

3.6.3.2 Subconsultants. Consultant shall require all subconsultants to agree in writing that City is granted a non-exclusive and perpetual license for any Documents & Data the subconsultant prepares under this Agreement. Consultant represents and warrants that Consultant has the legal right to license any and all Documents & Data. Consultant makes no such representation and warranty in regard to Documents & Data which were prepared by professionals other than Consultant or its subconsultants, or those provided to Consultant by the City.

3.6.3.3 Right to Use. City shall not be limited in any way in its use or reuse of the Documents and Data or any part of them at any time for purposes of this Project or another project, provided that any such use not within the purposes intended by this Agreement or on a project other than this Project without employing the services of Consultant shall be at City’s sole risk. If City uses or reuses the Documents & Data on any project other than this Project, it shall remove the Consultant’s seal from the Documents & Data and indemnify and hold harmless Consultant and its officers, directors, agents, and employees from claims arising out of the negligent use or re-use of the Documents & Data on such other project. Consultant shall be responsible and liable for its Documents & Data, pursuant to the terms of this Agreement, only with respect to the condition of the Documents & Data at the time they are provided to the City upon completion, suspension, abandonment, or termination. Consultant shall not be responsible or liable for any revisions to the Documents & Data made by any party other than Consultant, a party for whom the Consultant is legally responsible or liable, or anyone approved by the Consultant.

3.6.3.4 Indemnification – Documents and Data. Consultant shall defend, indemnify and hold the City, its directors, officials, officers, employees, volunteers, agents and representatives free and harmless, pursuant to the indemnification provisions of this Agreement, for any alleged infringement of any patent, copyright, trade secret, trade name, trademark, or any other proprietary right of any person or entity in consequence of the use on the Project by City of the Documents & Data, including any method, process, product, or concept specified or depicted.

3.6.3.5 Confidentiality. All ideas, memoranda, specifications, plans, procedures, drawings, descriptions, computer program data, input record data, written information, and other Documents & Data either created by or provided to Consultant in connection with the performance of this Agreement shall be held confidential by Consultant. Such materials shall not, without the prior written consent of City, be used by Consultant for any purposes other than the performance of the Services. Nor shall such materials be disclosed to any person or entity not connected with the performance of the Services or the Project. Nothing furnished to Consultant which is otherwise known to Consultant or is generally known, or has become known, to the related industry shall be deemed confidential. Consultant shall not use City's name or insignia, photographs of the Project, or any publicity pertaining to the Services or C46670
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the Project in any magazine, trade paper, newspaper, television or radio production or other similar medium without the prior written consent of City.

3.6.3.6 Confidential Information. The City shall refrain from releasing Consultant’s proprietary information ("Proprietary Information") unless the City's legal counsel determines that the release of the Proprietary Information is required by the California Public Records Act or other applicable state or federal law, or order of a court of competent jurisdiction, in which case the City shall notify Consultant of its intention to release Proprietary Information. Consultant shall have five (5) working days after receipt of the release notice to give City written notice of Consultant's objection to the City's release of Proprietary Information.

Consultant shall indemnify, defend, and hold harmless the City, and its officers, directors, employees, agents, volunteers and representatives from and against all liability, loss, cost or expense (including attorney’s fees) arising out of a legal action brought to compel the release of Proprietary Information. City shall not release the Proprietary Information after receipt of an objection notice unless either: (1) Consultant fails to fully indemnify, defend (with City's choice of legal counsel), and hold City harmless from any legal action brought to compel such release; and/or (2) a final and non-appealable order by a court of competent jurisdiction requires that City release such information.

3.6.4 Cooperation; Further Acts. The Parties shall fully cooperate with one another and shall take any additional acts or sign any additional documents as may be necessary, appropriate, or convenient to attain the purposes of this Agreement.

3.6.5 [Reserved]

3.6.6 Indemnification.

3.6.6.1 To the fullest extent permitted by law, Consultant shall defend (with counsel of City’s choosing), indemnify and hold the City, its officials, officers, employees, volunteers, agents, and representatives free and harmless from any and all claims, demands, causes of action, costs, expenses, liability, loss, damage or injury of any kind, in law or equity, to property or persons, including wrongful death, in any manner arising out of, pertaining to, or incident to any acts, errors or omissions, or willful misconduct of Consultant, its officials, officers, employees, subconsultants or agents in connection with the performance of the Consultant’s Services, the Project or this Agreement, including without limitation the payment of all expert witness fees, attorney’s fees and other related costs and expenses except such loss or damage caused by the sole negligence or willful misconduct of the City. Consultant's obligation to indemnify shall survive expiration or termination of this Agreement and shall not be restricted to insurance proceeds, if any, received by Consultant, the City, its officials, officers, employees, agents, volunteers, or representatives.

3.6.6.2 If Consultant’s obligation to defend, indemnify, and/or hold harmless arises out of Consultant’s performance as a “design professional” (as that term is defined under Civil Code section 2782.8), then, and only to the extent required by Civil Code section 2782.8, which is fully incorporated herein, Consultant’s indemnification obligation shall be limited to claims that arise out of, pertain to, or relate to the negligence, recklessness, or willful misconduct of the Consultant, and, upon Consultant obtaining a final adjudication by a court of competent jurisdiction, Consultant’s liability for such claim, including the cost to defend, shall not exceed the Consultant’s proportionate percentage of fault.

3.6.7 Entire Agreement. This Agreement contains the entire agreement of the Parties with respect to the subject matter hereof, and supersedes all prior negotiations, understandings, or agreements.

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3.6.8 Governing Law. This Agreement shall be governed by the laws of the State of California. Venue shall be in Riverside County.

3.6.9 Time of Essence. Time is of the essence for each and every provision of this Agreement.

3.6.10 City's Right to Employ Other Consultants. City reserves right to employ other consultants in connection with this Project.

3.6.11 Successors and Assigns. This Agreement shall be binding on the successors and assigns of the Parties.

3.6.12 Assignment; Subcontracting. Consultant shall not assign, sublet, or transfer this Agreement or any rights under or interest in this Agreement without the written consent of the City, which may be withheld for any reason. Any attempt to so assign or so transfer without such consent shall be void and without legal effect and shall constitute grounds for termination. Consultant shall not subcontract any portion of the Services required by this Agreement, except as expressly stated herein, without prior written approval of City.

Subcontracts, if any, shall contain a provision making them subject to all provisions stipulated in this Agreement.

3.6.13 Construction; References; Captions. Since the Parties or their agents have participated fully in the preparation of this Agreement, the language of this Agreement shall be construed simply, according to its fair meaning, and not strictly for or against any Party. Any term referencing time, days or period for performance shall be deemed calendar days and not workdays. All references to Consultant include all personnel, employees, agents, and subconsultants of Consultant, except as otherwise specified in this Agreement. All references to City include its elected officials, officers, employees, agents, volunteers, and representatives except as otherwise specified in this Agreement. The captions of the various articles and paragraphs are for convenience and ease of reference only, and do not define, limit, augment, or describe the scope, content, or intent of this Agreement.

3.6.14 Amendment; Modification. No supplement, modification, or amendment of this Agreement shall be binding unless executed in writing and signed by both Parties.

3.6.15 Waiver. No waiver of any default shall constitute a waiver of any other default or breach, whether of the same or other covenant or condition. No waiver, benefit, privilege, or service voluntarily given or performed by a Party shall give the other Party any contractual rights by custom, estoppel, or otherwise.

3.6.16 No Third-Party Beneficiaries. There are no intended third-party beneficiaries of any right or obligation assumed by the Parties.

3.6.17 Invalidity; Severability. If any portion of this Agreement is declared invalid, illegal, or otherwise unenforceable by a court of competent jurisdiction, the remaining provisions shall continue in full force and effect.

3.6.18 Prohibited Interests. Consultant maintains and warrants that it has not employed nor retained any company or person, other than a bona fide employee working solely for Consultant, to solicit or secure this Agreement. Further, Consultant warrants that it has not paid, nor has it agreed to pay any company or person, other than a bona fide employee working solely for Consultant, any fee, commission, percentage, brokerage fee, gift or other consideration C46670
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contingent upon or resulting from the award or making of this Agreement. For breach or violation of this warranty, City shall have the right to rescind this Agreement without liability. For the term of this Agreement, no member, officer, or employee of City, during the term of his or her service with City, shall have any direct interest in this Agreement, or obtain any present or anticipated material benefit arising therefrom.

3.6.19 Authority to Enter Agreement. Consultant has all requisite power and authority to conduct its business and to execute, deliver, and perform the Agreement. Each Party warrants that the individuals who have signed this Agreement have the legal power, right, and authority to make this Agreement and bind each respective Party.

3.6.20 Counterparts. This Agreement may be signed in counterparts, each of which shall constitute an original.

3.6.21 Survival. All rights and obligations hereunder that by their nature are to continue after any expiration or termination of this Agreement, including, but not limited to, the indemnification obligations, shall survive any such expiration or termination. [SIGNATURES ON NEXT PAGE]
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SIGNATURE PAGE TO PROFESSIONAL SERVICES AGREEMENT

BY AND BETWEEN THE CITY OF PALM DESERT

AND THE RETAIL COACH, LLC
IN WITNESS WHEREOF, each of the Parties has caused this Agreement to be executed on the day and year first above written.

CITY OF PALM DESERT
By:

L. Todd Hileman
City Manager
Attest:

By:

Anthony J. Mejia
City Clerk
Approved as to form:

By:

Best Best & Krieger LLP
City Attorney

THE RETAIL COACH, A LIMITED LIABILITY

COMPANY
By:

Its: Founder & CEO
Printed Name: C. Kelly Cofer
QC:

Insurance:

Initial Review
Final Approval
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Exhibit “A” Revised 07-2023
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EXHIBIT “A”

SCOPE OF SERVICES
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Exhibit “A” Revised 07-2023
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Exhibit “A” Revised 07-2023
BBK 72500.00001\32374915.1
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Exhibit “A” Revised 07-2023
BBK 72500.00001\32374915.1
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Exhibit “B” Revised 07-2023
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EXHIBIT "B"

SCHEDULE OF SERVICES
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Exhibit “C” Revised 07-2023
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EXHIBIT "C"

COMPENSATION
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Economic Development
Eric Ceja, Director
73-510 Fred Waring Drive, Palm Desert, CA 92260

PROPOSAL DOCUMENT REPORT
RFP No. 2023-RFP-211
Retail Market Analysis and Recruitment Services
RESPONSE DEADLINE: September 11, 2023 at 12:00 pm
Report Generated: Wednesday, September 27, 2023
The Retail Coach Proposal

CONTACT INFORMATION
Company:

The Retail Coach
Email:
[email protected]
Contact:

Nancy Herbert
Address:
86 Clark Blvd Tupelo, MS 38804
Phone:

N/A
Website:
theretailcoach.net
Submission Date:

Sep 7, 2023 9:46 AM

PROPOSAL DOCUMENT REPORT
RFP No. 2023-RFP-211 Retail Market Analysis and Recruitment Services PROPOSAL DOCUMENT REPORT Request For Proposal - Retail Market Analysis and Recruitment Services Page 2

ADDENDA CONFIRMATION
Addendum #1 Confirmed Sep 7, 2023 9:46 AM by Nancy Herbert

QUESTIONNAIRE

1. Proposal (WITHOUT COST)* Proposals shall be concise, well organized and demonstrate qualifications and applicable experience. Proposals shall be organized and include page numbers for all pages in the proposal. The proposal shall be uploaded here, in the following order and shall include:

A. Cover Letter

1. This letter should briefly introduce the firm, summarize the firm’s general qualifications, include an executive summary of the specific approach which will be used to deliver the work scope; and identify the individual(s) name, address and phone number authorized to negotiate Agreement terms and compensation. NOTE: The City is requiring proposers to have a minimum 5-years of experience with market analysis for municipal governments.

B. Experience and Technical Competence

1. Background: Provide history of the firm’s consulting experience which specifically addresses the individual or firm’s experience with similar Service as described in this RFP.

2. References: The proposal shall include a list of three (3) recently completed projects that are similar in scope and function to this RFP. Provide a description of the project, client name, and the name, title, and telephone number of the primary contact person.

C. Firm Staffing and Key Personnel

1. Staffing: Provide the number of staff to be assigned to perform the Services and the names/discipline/job title of each as well as your firm’s capacity to provide additional personnel as needed.

PROPOSAL DOCUMENT REPORT
RFP No. 2023-RFP-211 Retail Market Analysis and Recruitment Services PROPOSAL DOCUMENT REPORT Request For Proposal - Retail Market Analysis and Recruitment Services Page 3

2. Key Personnel: Identify key persons that will be principally responsible for working with the City. Indicate the role and responsibility of each individual.

3. Team Organization: Describe proposed team organization, including identification and responsibilities of key personnel.

4. Subcontractors: The Proposer shall identify functions that are likely to be subcontracted and identify the subcontractor that is anticipated to perform each function.

D. Proposed Method to Accomplish the Work

1. Describe the technical and management approach to providing the Services to the City. Proposer should take into account the scope of the Services, and general functions required. Include a draft first year schedule of tasks, milestones, and deliverables that will provide for timely provision of the Services. In reviewing the scope of Services and goals described herein, the Proposer may identify additional necessary tasks and is invited to bring these to the City’s attention within the discussion of its proposed method to accomplish the work.

TRC_Proposal_-_PalmDesertCA_RFP_-_Sept2023.pdf

2. Fee Proposal* Please provide a lump-sum, not-to-exceed fee proposal for the scope of Services. The fee proposal shall include hourly rates for all personnel for “Additional Work” (as such term is defined in the proposed Agreement attached herein). TRC_Proposal_-_PalmDesertCA_RFP_-_Fee_-_Sept2023_.pdf 3. Non-Collusion Declaration* The undersigned declares: I am an authorized representative of my company, the party making the foregoing Bid, to certify the following. The Bid is not made in the interest of, or on behalf of, any undisclosed person, partnership, company, association, organization, or corporation. The Bid is genuine and not collusive or sham. The Bidder has not directly or indirectly induced or solicited any other Bidder to put in a false or sham bid. The Bidder has not directly or indirectly colluded, conspired, connived, or agreed with any Bidder or anyone else to put in a sham bid, or to refrain from bidding. The Bidder has not in any manner, directly or indirectly, sought by agreement, communication, or conference with anyone to fix the Bid Price of the Bidder or any other Bidder, or to fix any overhead, profit, or cost

PROPOSAL DOCUMENT REPORT
RFP No. 2023-RFP-211 Retail Market Analysis and Recruitment Services PROPOSAL DOCUMENT REPORT Request For Proposal - Retail Market Analysis and Recruitment Services Page 4 element of the Bid Price, or of that of any other Bidder. All statements contained in the Bid are true. The Bidder has not, directly or indirectly, submitted his or her Bid Price or any breakdown thereof, or the contents thereof, or divulged information or data relative thereto, to any corporation, partnership, company, association, organization, bid depository, or to any member or agent thereof to effectuate a collusive or sham bid, and has not paid, and will not pay, any person or entity for such purpose. Any person executing this declaration on behalf of a Bidder 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 Bidder. I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct.

Confirmed

4. SAM.gov* Please enter your legal entity name for SAM.gov verification. The Retail Coach, LLC Click to Verify Value will be copied to clipboard5. Type of Business* Other 6. Litigation* Provide litigation history for any claims filed by your firm or against your firm related to the provision of Services in the last five (5) years (or type "N/A").

N/A

7. Changes to Agreement* The City standard professional services agreement contract is included as an attachment herein. The Proposer shall identify any objections to and/or request changes to the standard contract language in this section of the proposal (or type "N/A"). If you are

PROPOSAL DOCUMENT REPORT
RFP No. 2023-RFP-211 Retail Market Analysis and Recruitment Services PROPOSAL DOCUMENT REPORT Request For Proposal - Retail Market Analysis and Recruitment Services Page 5 identifying changes here ALSO upload a copy of the redlined Language/Agreement with your Proposal. Changes requested may affect theCity's decision to enter into an Agreement. N/A 8. No Deviations from the RFP* In submitting a proposal in response to this RFP, Proposer is certifying that it takes no exceptions to this RFP including, but not limited to, the Agreement. If any exceptions are taken, such exceptions must be clearly noted here, and may be reason for rejection of the proposal. As such, Proposer is directed to carefully review the proposed Agreement and, in particular, the insurance and indemnification provisions therein (or type "N/A").

N/A

9. Project Team Resumes* Submit resumes of all key personnel/support staff that will produce work product for the Services. Describe their qualifications, education, and professional licensing. TRC_Proposal_-_PalmDesertCA_RFP_-_Staff_-_Sept2023_.pdf

10. List the Signatory(s) Authorized to Sign and Bind an Agreement.* (If two (2) signatures are required, include the following information for both signatories) A. Full Name B. Title C. Physical Business Address D. Email Address E. Phone Number Aaron Farmer

PROPOSAL DOCUMENT REPORT
RFP No. 2023-RFP-211 Retail Market Analysis and Recruitment Services PROPOSAL DOCUMENT REPORT Request For Proposal - Retail Market Analysis and Recruitment Services Page 6 President 86 Clark Blvd, Tupelo, MS 38804 [email protected] 11. Certification of Proposal* The undersigned hereby submits its proposal and, by doing so, agrees to furnish services in accordance with the Request for Proposal (RFP), and to be bound by the terms and conditions of the RFP. Confirmed TheRetailCoach.net | Dallas, TX • Austin, TX • Tupelo, MS | (800) 851-0962 Submitted by:

City of Palm Desert, California
Proposal for:

Recruitment Services
Retail Market Analysis +
2023 - RFP - 211
SEPTEMBER 2023
Proposal: Retail Market Analysis + Recruitment Services 2

COVER LETTER
Sincerely,
additional questions.
to reach out to myself or Charles ([email protected]; or cell 662-2231-9078) should you have any attract new businesses to Palm Desert and to best position the staff for long-term success. Please feel free We appreciate the City's consideration, and look forward to potentially entering a successful partnership to service and expertise. This proposal and pricing is valid for 180 days. work or to provide a first-class experience for the City of Palm Desert with an unparalleled level of customer country. Our firm's current workload will have no negative impact on the team's ability to immediately begin leading successful recruitment assignments and designing/executing retail training programs across the as the main point of contact for the duration of any agreement. Charles is an experienced Project Director, Charles Parker, one of our national Project Directors, will be your project lead and can be available as needed recruitment strategy of desired brands and concepts to the Palm Desert market. T inventory in Palm Desert, a collaborative strategy with local brokers and stakeholders, and an aggressive local/regional retail markets and trade areas, a review of the existing and potential commercial real estate the City with achieving its retail development goals. Our approach includes a comprehensive look at the and - based on our experience and familiarity with the Coachella Valley - we are confident we can assist We have addressed each service outlined in the RFP in a comprehensive manner in the following proposal, of our clients.

Our focus on tangible retail successes have resulted in ongoing, multi-year relationships with more than 90% support that is uniquely tailored to your community's need with our level of expertise and regional experience. for retail recruitment and development success. No other consulting firm offers this level of comprehensive determines retail opportunities, and develops customized strategies that best position our client communities As the nation's premier retail recruitment partner, our team of experts provides cutting edge market data, experience and regional knowledge to this project.
around the Southern California region, and within the Coachella Valley area. Our firm brings unmatched will find numerous examples highlighting a strong track record of success in communities across the country, expertise, relationships, and manpower needed to grow your City's retail base. In the following proposal, you twenty-three years of experience. Having completed work in more than 650 communities, our firm offers the Founded in 2000 and located at 86 Clark Blvd, Tupelo, MS 38804, our firm brings a national perspective and market analysis and recruitment services.

The Retail Coach, LLC is pleased to present the following proposal in response to the City's request for retail Proposal for Retail Market Analysis + Recruitment Services Tupelo, MS 38804
PO Box 7272
[email protected]
662.231.0608
President| The Retail Coach
Aaron Farmer
Si
Response for 2023-RFP-211
September 6, 2023
Palm Desert, CA 92260
73510 Fred Waring Drive
Economic Development Department
City of Palm Desert
ncerely,
er
Proposal: Retail Market Analysis + Recruitment Services 3 resulting impacts.

The most important aspect of any Retail Market Analysis is its ultimate application and residents by bringing in new retail, restaurant, entertainment, and service options. partnership and to capture sales tax leakage and further improve quality of life for Market Analysis + Recruitment Strategy, but to continue assisting the City via long-term Our goal is not only to aid The City of Palm Desert in preparing and executing a Retail Retail Market Analysis for the City of Palm Desert, California.

The Retail Coach is submitting this proposal for a
Our approach has always been action-oriented to ensure that market ORFDOVWDNHKROGHUVDQGSXEOLFRɝFLDOVLVDFULWLFDOFRPSRQHQW reports are not placed on a shelf to collect dust. Working with all project team members, LQZKLFK7KH5HWDLO&RDFKLV
experienced and well-equipped to execute.
• Research and analyze the Palm
gaps and growth opportunities.

Desert retail market to identify retail
• Determine Palm Desert's unique,
relationship with other industries.
viable retail market potential & its
• Identify key retail, restaurant, and
that align with the City's vision.
entertainment concepts & targets
• Proactively recruit new businesses to
dedication to communication
Palm Desert with transparency and
• Provide feedback on retail expansion,
selection process.
market trends, and the retial site
•
retial recruitment training
development initiatives, including
provide coaching for retail economic
$FWDVDQH[WHQVLRQRI&LW\VWD΍WR
• Represent, prepare, and assist the
industry events.

City of Palm Desert at ICSC and other
Goals & Objectives:

Retail Recruitment
Executive Summary:

PROJECT UNDERSTANDING + PROPOSED APPROACH
Proposal: Retail Market Analysis + Recruitment Services 4 in the Last 5 Years
New Retail Recruited
More Than 6 Million SF of
McKinney, TX Lancaster, CA Lancaster, CA & Pella, IA
Laguna Niguel, CA Orange County, CA

RECENT RECRUITMENT SUCCESSES
Our proven Retail:360® Process has been instrumental in recruiting new retailers and developers to our client communities.

PLUS HUNDREDS MORE THROUGHOUT THE COUNTRY
EXPERIENCE + TECHNICAL COMPETENCE
Proposal: Retail Market Analysis + Recruitment Services 5 :HDUHWKHQDWLRQ
VOHDGLQJUHWDLOUHFUXLWPHQWPDUNHWDQDO\VLV
organizations, and development firms.
retail recruitment partner for municipalities, economic development For more than 20 years, The Retail Coach has been the premier national DQGGHYHORSPHQWȴUP2XU
approach combines strategy, technology, and creative marketing to execute high-impact retail recruitment strategies for local governments, chambers of commerce, and economic development simple
Having worked more than 650 assignments in more than 40 states, our recruitment approach is organizations.
- do what you say you are going to do, execute at the highest level possible, and constantly communicate findings and results to our clients. This approach has proven successful, leading to multiple assignments with more than 90% of our clients.

We Recruit Retail.
past 5 years.
communities in the
in sales tax for our client
more than $600 Million
Our work has generated

GENERATED

IN NEW SALES TAX
$600 Million
contract period.
us after the initial
to continue working with
90% of our clients choose

REPEAT CLIENT RATE
90%
past 5 years.
communities in the
of new retail to client
than 6 million square feet
We have recruited more

RETAIL RECRUITED

SQUARE FEET OF NEW
6 Million +

PROVEN SUCCESS FOR CLIENT COMMUNITIES
EXPERIENCE + TECHNICAL COMPETENCE
Proposal: Retail Market Analysis + Recruitment Services 6 prospective markets to consider.
brokers will often look to our client list or ask our team for PDUNHWVZHDUHRIWHQRQHRIWKHȴUVWWRNQRZDQGUHWDLOHUV communities. When brands begin planning to expand into new These relationships create unique opportunities for our client national and regional brands.
current on retail trends and deepen our relationships with Our work throughout the country allows our team to stay National Expertise. Local Focus.
40 Served
Communities
650+
40 states.

Communities Across
More than 650 Client
We Have Served
90%



























  


 





Rate
Repeat Client
Worked In
States We've
EXPERIENCE + TECHNICAL COMPETENCE
Proposal: Retail Market Analysis + Recruitment Services 7 References
o. 951-487-7330
[email protected]
City of San Jacinto, California
Economic Development & Special Projects Administrator
Tara Magner
what we've gotten from the other firms we've worked with. We already highly recommend them.” retail consultants and the level of expertise and support from The Retail Coach team has far exceeded doors with retailers and developers that we weren't able to reach before. We have worked with other “...The Retail Coach [have] proven themselves as a great partner for the City and helped open many o. 951-461-6003
[email protected]
City of Murrieta, California
Deputy Director of Economic Development
Scott Agajanian
for years. They are also very responsive and help us get the data we need quickly." extension of our team and have helped us land retailers that we've been trying to get to the market sell our market to retailers and helps supplement our economic development team. They truly are an “The Retail Coach is the perfect solution for our needs. They provide high-quality data that helps us Other Recent Regional Experience:

Auburn, WA
Beaumont, CA
Bakersfield, CA
Bennett, CO
Coachella, CA
Canon City, CO
Corona, CA
Farmersville, CA
Firestone, CO
Gilroy, CA
Galt, CA
Gypsum, CO
Herriman City, UT
Indio, CA
Laguna Niguel, CA
Lakeport, CA
Naples City, UT
Pasco, WA
o. 469-534-2719
[email protected]
Terrell Economic Development Corporation, Texas
President
Ray Dunlap
the follow-up.”
responsive to all of my needs. I appreciate how they set up retailer appointments for me, and help with becomes harder to get your phone calls returned. Not so with The Retail Coach team, who is always “It is very refreshing to work with The Retail Coach. With some consultants, once you have paid, it EXPERIENCE + TECHNICAL COMPETENCE
Proposal: Retail Market Analysis + Recruitment Services 8 and will be the primary contact for your project.
'RZQWRZQ 3URJUDPV +H LV ORFDWHG LQ RXU 'DOODV RɝFH Coast, in addition to the Retail Recruitment Training and Charles oversees The Retail Coach projects on the West

PROJECT LEAD LEADERSHIP & PROJECT STRATEGY
Team Organization
for our clients.
analyses, recruitment strategies, and development plans project for The Retail Coach. This includes in-depth market experience, Kelly and Aaron play an integral role in every With more than 50 combined years of retail development
retailer feedback.
including the site submission process and capturing
and developers. They execute our recruitment process,
national and regional retailers, brokers, site selectors, Cary and Caroline manage our relationships with
Charles Parker
Project Director
Kelly Cofer
Founder & CEO
Aaron Farmer
President

RETAILER RECRUITMENT
Cary Everitt
Recruitment Specialist
Caroline Harrelson
Strategy Director
market reports, data sets, and assists with GIS mapping. the latest retail trade area data and prepares our clients' pinpoint true opportunity in retail markets. He provides Matthew uses cutting-edge, GPS-based market data to

DATA & MARKET RESEARCH
Director of Data/Research
Matthew Lautensack
and graphic design support.
and contract needs as well as marketing, promotional,
Nancy supports all projects by managing client invoicing Director of Finance
Nancy Herbert

ADMINISTRATIVE SUPPORT
FIRM STAFFING + KEY PERSONNEL
• In addition to this highlighted team, The
Staffing Notes + Capabilities:

DVQHHGHGZLWKDGGLWLRQDOLQKRXVHVXSSRUWVWD΍
supplmentary project support and management
Retail Coach maintains the ability to provide
•
resources.
without the need of any subcontractor or outisde
to execute the proposed scope of service,
municipalites, The Retail Coach is fully equipped
a sole focus on retail recruitment services for
$VWKHQDWLRQ
VSUHPLHUFRQVXOWLQJȴUPZLWK
Proposal: Retail Market Analysis + Recruitment Services 9 Charles Parker | Project Director
LQWKHȴHOGVRIHFRQRPLFUHVHDUFKGHYHORSPHQWDQGHQWUHSUHQHX primary point of contact for this project. He has over ten years of experience Charles oversees projects for The Retail Coach in nation wide, and will be the UVKLS
Kelly Cofer
and economic organizations.

Street America, and is a frequent speaker at conferences, municipal leagues, an active member of the International Council of Shopping Centers and Main and Master of Science degrees from Mississippi State University. Charles is The McKinney, Texas native earned his Master of Business Administration of tourism and outdoor recreation on municipalities.

Mississippi State University where he focused on economic impacts analyses Prior to joining The Retail Coach, Charles served as a leading Researcher at multiple IEDC Basic Economic Development Courses across the country. the MASC Retail Recruitment Training Program as well as annual instructor at Grill, Popeye’s, Sonic, and Publix. Additionally, Charles is the lead instructor of brands including Hobby Lobby, Marshall’s, Five Below, Planet Fitness, Eggs Up and his work in client communities has led to the recruitment of numerous | Founder & CEO
+HKDVHDUQHGWKHSUHVWLJLRXV&HUWLȴHG&RPPHUFLDOΖQYHVWPHQW0H cities throughout the United States.
development for leading national retailers and restaurants in more than 150 selection, advisory and leasing services, and property brokerage and Kelly’s professional background encompasses market research and site all aspects of retail real estate and economic development.

C. Kelly Cofer leads The Retail Coach with more than 30 years of experience in PEHU
Aaron Farmer
A&M University in College Station.

University of Oklahoma. Kelly holds a Bachelor of Science degree from Texas Estate Institute and attended the Economic Development Institute at the (CCIM) designation from the Chicago-based Commercial Investment Real | President
speaker for industry organizations throughout the country. determination to the actual recruitment of retailers. Aaron is a sought after His expertise touches each step of a project from the initial trade area Franchises (NAASF).

Supply, Adidas, Concentra and the National American Association of Subway leading retailers and restaurants including FedEx, Kinkos, Sally Beauty and retail development where he worked on projects for some of America’s Prior to joining The Retail Coach, Aaron was employed in marketing research research on retail and marketing trends.

Commerce, Aaron brings to The Retail Coach knowledge of the most current University in College Station and an MBA from Texas A&M University – With a degree in Marketing from The Mays Business School at Texas A&M Your Project Team

PROJECT LEAD
FIRM STAFFING + KEY PERSONNEL
Proposal: Retail Market Analysis + Recruitment Services 10 Cary Everitt | Retail Recruitment Specialist
C
activity and communicates feedback received throughout the process.

Cary works throughout projects to provide monthly updates on recruitment mind as brands look for new markets.
up with prospects to make sure that your community is staying at the top of best information possible when recruiting for client communities and follows He works with your Project Director to ensure that we are presenting the developers.
selectors, and key decision makers for retailers, restaurants, hotels, and Cary Everitt manages The Retail Coach’s relationships with retailers, site aroline Harrelson | Strategy Director
Ma
almost 10 years in upper administration and project management.

Caroline holds a Masters in Public Policy and Administration combined with development recruitment methods.
projects bringing a broader approach to The Retail Coach retail economic Services at Mississippi State University, she managed various international Prior to joining The Retail Coach she was the Director of International across the country.

The Retail Coach relationships with commercial real estate professionals Caroline Harrelson focuses on key strategic planning for clients and manages tthew Lautensack | Director of Research
WHQXUHDW7KH5HWDLO&RDFKKHKDVEURXJKWHɝFLHQF\WRWKHRSHU theory and technology integration to The Retail Coach team. During his New York native, Matthew Lautensack, brings a specialization in critical DWLRQDO
ZRUNȵRZV+HZDVDOVRWKHSULQFLSDOGHYHORSHURQDQXPEHURIQH processes, through automation, streamlining, and systematizing internal ZSURGXFWV
$SKLORVRSKHUDQGVHOIWDXJKWSURJUDPPHU0DWWKHZLVHɝFLHQWLQ Technology at a natural soap company based out of upstate New York.

Prior to joining The Retail Coach, Matthew was the Director of Information DQGVHUYLFHVZHDUHR΍HULQJWRGD\
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advertising and GIS.
experience, digital platform design, e-commerce, automation, digital Your Project Team
EXPERIENCE + QUALIFICATIONS
Proposal: Retail Market Analysis + Recruitment Services 11 What Makes Us Different?
No Conflicts of Interest.

No Brokerage.

No Development.

Right.

Done
Recruitment
We are Consultants. Not Brokers.
resistance to fill retail spaces.
don't take shortcuts or go with the path of least
client communities and their future growth. We
We only do what is in the best interest of our
We pride ourselves on being consultants, not brokers.

RECOGNIZED AS LEADING INDUSTRY EXPERTS AND FEATURED PRESENTERS FOR:

Our Team is Your Team
to learn and expand your network.
participate in the recruitment process, allowing you
extension of your team. Our clients are invited to
We take a partnership approach and become an
Full Transparency
progress.
monthly calls with your team to keep you updated on
in your custom retail recruitment dashboard and host
We track recruitment activity and prospect feedback
Experienced & Connected
drive retail growth in your community.
decades of experience and relationships to help
than 20 years ago and leverage more than two
We pioneered the retail recruitment industry more
Proposal: Retail Market Analysis + Recruitment Services 12 VHOHFWLRQSURFHVVHV:HZLOOXWLOL]HGDWDWRFRQȴUPWKHSULPDU\ Mobile Location Data has become a powerful tool for retail, restaurant, and entertainment concept site Custom Retail Trade Area Analysis + Mobile Location Data Retail Market Analysis
UHWDLOWUDGHDUHDEXWDOVRWRHYDOXDWH
VSHFLȴFORFDWLRQFRQVXPHUGUDZDQGSHUIRUPDQFH7KLVFDQDOVREHKHOSIXOIRUH[LVWLQJEXVLQHVVHVWRNQRZ 2XUGHPRJUDSKLFSURȴOHVLQFOXGHSRSXODWLRQDQGSURMHFWHGSRSXOD Demographic + Psychographic Analysis
how they stack up against their competition and to visualize cannibalization.

WLRQJURZWKHWKQLFLW\DYHUDJHDQG
A community must have a clear understanding of the competitive nature of retail recruitment.

Peer & Competing Community Analysis
the primary retail trade area.
and Palm Desert community. Psychographic reports (i.e., ESRI Tapesty Segmentation) will be executed for We will create comprehensive 2020 Census, 2023, and 2028 Demographic Profiles for the Retail Trade Area median household incomes, median age, households and household growth, and educational attainment.

We will look
at competing and peer communities across the region to identify a competitive advantage via economic and submarket viability in relation to Palm Desert as a whole. development, or redevelopment and analyze existing retail, cannibalization effects of new businesses, and We will provide a Submarket Analysis highlighting at least three (3) key areas of focus for retail growth, submarkets and what drives retail in each submarket is vital to overall retail recruitment success.

Every community has multiple retail submarkets. Having a strong understanding of your community’s Submarket/Corridor Analysis
sectors are strengths or currently under served by the existing retail market. demand to current sales projects to generate a GAP or retail leakage report. This will help identify which ultimately used to identify recruitment targets for the community. The Retail Coach will also compare the the primary projected retail demand growth — or opportunities — for 68 retail sectors. The analysis is One way to quantify its retail demand through a Retail Demand Analysis, which provides a summary of Retail GAP + Demand Analyses
market forces that have a direct impact on retail recruitment and development in Palm Desert.

PROPOSED SCOPE OF WORK
Proposal: Retail Market Analysis + Recruitment Services 13 $QH΍HFWLYHUHWDLOUHFUXLWPHQWVWUDWHJ\LVEXLOWXSRQDVWURQJ SWOT Analysis
Retail Recruitment Strategy
QDUUDWLYHRIWKHPDUNHWDQGLWVRSSRUWXQLW\
&RDFKZLOOSUHVHQWD6:27$QDO\VLVWR&LW\VWD΍WRXQGHUVWDQGZ there is room for improvement - is critical to the message used to attract new development. The Retail and competitive advantage. Understanding how Palm Desert measures up - both favorably and where KDW3DOP'HVHUW
VWRSVHOOLQJSRLQWVDUH
7KH5HWDLO&RDFKZLOOWDUJHWQDWLRQDODQGUHJLRQDOUHWDLOEUDQG Retail Match List
and how to mitigate potential new development hurdles.

VWKDWDUHDJRRGȊȴWȋIRUWKHFRPPXQLW\
OHDVW
SRWHQWLDOUHWDLOHUVDQGUHVWDXUDQWVZLWK3DOP'HVHUW
education levels meet the retailers’ ideal location criteria. We will develop and review a master list of (at This means that the Retail Trade Area population, disposable incomes, consumer spending habits, and VWD΍DQGZRUNWRJHWKHUWRSUHSDUHDȴQDO
SURSHUW\YDFDQFLHVDQGVLWHVWKDWȴWWKHLUORFDWLRQSUHIHUHQFHV Retailers are interested not only in the market data on your community, but also in evaluating all available Site Identification and Highest + Best Use Analysis
target list.
6XFFHVVIXOUHWDLOUHFUXLWPHQWEHJLQVWR
KDSSHQZLWKWKHLQWURGXFWLRQRIDYDLODEOHVLWHV:HZLOOLGHQWLI\SULRULW\UHWDLOYDFDQFLHVDQGGHYHORSPHQW redevelopment sites to market, as well as evaluate their highest and best use.

SCOPE OF WORK
Proposal: Retail Market Analysis + Recruitment Services 14 7KH5HWDLO&RDFKLVWKHȴUVWQDWLRQDOUHWDLOUHFUXLWPHQWȴUPWR Proactive Retailer, Restaurant, Entertainment + Developer Recruitment Marketing + Recruitment
LQWURGXFHUHWDLOHUDQGGHYHORSHUUHFUXLWPHQW
VSHFLȴFDOO\IRUFRPPXQLWLHV7ZHQW\\HDUVDQGSURMHFWVODWHUWKHUHFUXLWPHQWRIUHWDLOHUVUHPDLQVRQH just gathering data sets, and proactively recruit retail. of the primary metrics of success. Today, our experience has proven that a community must move beyond •
• We will actively recruit retailers on Palm Desert's behalf. Our retailer recruitment process includes:

ΖQWURGXFWRU\HPDLOVDQGUHWDLOPDUNHWSURȴOHDUHVHQWWRHDFKWDUJHWHGUHWDLOHU •
• Personal emails and retailer feasibility packages are sent to each targeted retailer • Personal phone calls are placed to measure interest level 3HUVRQDOHPDLOVDQGUHWDLOVLWHSURȴOHVIRUSULPHYDFDQFLHVDUHVHQWWRWKHDSSURSULDWHWDUJHWHGUHWDLOHUV • 3HUVRQDOHPDLOVDUHVHQWWRLQIRUPWDUJHWHGUHWDLOHUVRIVLJQLȴFDQWPDUNHWFKDQJHV • Follow-ups are sent to decision markers once per quarter to continue engagement EURNHUVDWUHWDLOLQGXVWU\FRQIHUHQFHV)RUDQ\3DOP'HVHUW6WD the City, we will assist in marketing Palm Desert - and its vacancies and site - to retailers, developers, and and Retail LIVE events has been a staple for The Retail Coach for over 20 years. In our partnership with forging relationships with key site selectors and decision holders. Having a prominent presence at ICSC Recruitment is a relationships business, and retail conferences are essential to getting in front of and Commercial Real Estate Conference Representation
΍DWWHQGLQJ75&ZLOODVVLVWZLWKFRQIHUHQFH
+DYLQJH΍HFWLYHPDUNHWLQJPDWHULDOLVHVVHQWLDO7KH5HWDLO&RD Recruitment Toolkit + City Liason
Key Events: ICSC Las Vegas, ICSC Western, ICSC Monterey planning and setting appointments.

FKZLOOSUHSDUHFRQFLVHLPSDFWIXO
GHOLYHUDEOHVWKDWSURSHUO\LOOXVWUDWHWKHSRWHQWLDOLQ3DOP'HVHUWWKDWVWD΍FDQXVHWRDVVLVW RQJRLQJUHFUXLWPHQWH΍RUWV$GGLWLRQDOO\7KH5HWDLO&RDFK7HDPZLOO retail prospects.
serve as liason between the City and interested

SCOPE OF WORK
Proposal: Retail Market Analysis + Recruitment Services 15 &LW\VWD΍WRGLVFXVVXSGDWHVUHWDLOHUIHHGEDFNDQGVWUDWHJ\ To keep clear and open lines of communication, The Retail Coach will set monthly Zoom meetings with Monthly Update Calls
with their ongoing projects or goals and to make direct introductions with targets brand representatives.

Retail Coach will meet with local property owners, franchisees, brokers, and other stakeholders to assist Local buy-in is a must have for communities looking to build a comprehensive recruitment program. The Local Stakeholder Engagement + Focus Groups
Coaching + Ongoing Support
$GGLWLRQDOO\RXUWHDPLVDOZD\VDYDLODEOHRQ
GHPDQGWREUDLQVWRUPFRQQHFWZLWKSHUVRQQHORURWKHUZLVHEHDUHVRXUFHWR&LW\VWD΍ 7RHQVXUHWUDQVSDUHQF\7KH5HWDLO&RDFKZLOOSURYLGHD/LYH5H Retail Recruitment Tracking
WDLO7UDFNLQJIRUPIRU&LW\VWD΍WRDFFHVV
WKDWVKRZVWKHVWDWXVRIRQJRLQJUHFUXLWPHQWGLVFXVVLRQVSRLQWVRIFRQWDFW DORQJZLWKFRQWDFW
GXULQJWKHPRQWKHQJDJHPHQWWRPHHWZLWKFLW\VWD΍SURVSHFW Being a part of your team means being seen. The Retail Coach will make at least three trips to Palm Desert Visible Presence
information), deliverables, and overall project progress.

LYHUHWDLOVLWHVHOHFWRUVGHYHORSHUVORFDO
DYDLODEOHIRUORFDODQGH[LVWLQJEXVLQHVVHVWRVKDUHPDUNHWȴQG downtown core. In addition to targeting chain brands, The Retail Coach will host a workshop and be The healthiest retail markets have a strong presence of national, retail, and local businesses with a strong Local Business Workshop
property owners, and to host workshops for stakeholders.

LQJVEHVWSUDFWLFHVDQGH[FKDQJHLGHDVWR
7RSURPRWHORQJWHUPUHWDLOUHFUXLWPHQWVXFFHVV7KH5HWDLO&RD instructors at numerous IEDC Basic Economic Development Courses across the country. strategy and tactics. We lead statewide organizations Retail Recruitment Training Programs and are Our team is highly experienced in educating economic development professionals on retail recruitment Retail Recruitment Training Workshop
ensure the local market is poised for success.

FKZLOOKRVWDZRUNVKRSIRUVWD΍WKDWZLOO
reps and brokers.
include topics like: retail trends; site selection criteria; crafting a perfect pitch; and how to talk to tenant

SCOPE OF WORK
Proposal: Retail Market Analysis + Recruitment Services 16 Deliverables & Timeline
Coaching + Ongoing Support
Marketing + Recruitment
Retail Recruitment Strategy
Retail Market Analysis
3V\FKRJUDSKLF3URȴOH
'HPRJUDSKLF3RSXODWLRQ3URȴOH
Sub-Market Analysis
Custom Retail Trade Area
Mobile Location Data Analysis
Existing Retailer Map
Retail Demand + GAP Analysis
Peer + Competing Community Analysis
Palm Desert Retail Market SWOT Analysis
Retail Match List (at least 30 prospects)
Retail Fusion Analysis
Retail Void Analysis
Retail Site Highest + Best Use Analysis
Retail Site Inventory Assessment
5HWDLO0DUNHWLQJ3URȴOHV
Representation
National + Regional Retail Conference
Proactive Retail Recruitment (12 months)
5HWDLOHU6SHFLȴF)HDVLELOLW\3DFNDJHV
Retail 360 Dashboard
Retail Site Flyers
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7KUHH7ULSVWR0DUNHWE\75&6WD΍
Retail Recruitment Tracking Form
Monthly Update Conference Calls
Retail Recruitment Training Workshop
Local Business Workshop
Engagement with Local Stakeholders

COST PROPOSAL
Meeting
Kickoff
Project Ongoing
Recruitment &
Support
Market
& Analysis
Research Material
Marketing
Development
Execution
Contract 0-30 Days
from Kickoff from Kickoff
30-60 Days Day 0 through
Agreement
Duration of
Proposal: Retail Market Analysis + Recruitment Services Associate: $125
Specialist $175
Manager: $215
Director $250
Executive: $275
The Retail Coach Billing Rates are as follows:

Note: If additional work is deemed necessary and approved, City upon completion of work.
summaries and feedback, electronic files, etc... will be turned over to the All originals of plans, notes, data/calculations, reports, communication EXHIBIT “C”

COMPENSATION
A. One-Year Contract (including travel expenses)
(Not-to-Exceed Amount) $55,000
B. OPTIONAL “Year 2”: One-Year Contract Extension
(Not-to-Exceed Amount) $40,000
C. OPTIONAL “Year 3”: One-Year Contract Extension
(Not-to-Exceed Amount) $40,000
Proposal: Retail Recruitment Consulting Services 1
Charles Parker | Project Director
LQWKHȴHOGVRIHFRQRPLFUHVHDUFKGHYHORSPHQWDQGHQWUHSUHQHX primary point of contact for this project. He has over ten years of experience Charles oversees projects for The Retail Coach in nation wide, and will be the UVKLS
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DQGHFRQRPLFRUJDQL]DWLRQV
| Founder & CEO
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PROJECT LEAD
FIRM STAFFING + KEY PERSONNEL
Proposal: Retail Recruitment Consulting Services 2
Cary Everitt | Retail Recruitment Specialist
&DU\(YHULWWPDQDJHV7KH5HWDLO&RDFKȇVUHODWLRQVKLSVZLWKUHWDLOHUVVLWH VHOHFWRUVDQGNH\GHFLVLRQPDNHUVIRUUHWDLOHUVUHVWDXUDQWVKRWHOVDQG +HZRUNVZLWK\RXU3URMHFW'LUHFWRUWRHQVXUHWKDWZHDUHSUHVH developers.

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DFWLYLW\DQGFRPPXQLFDWHVIHHGEDFNUHFHLYHGWKURXJKRXWWKHSURFHVV Caroline Harrelson | Strategy Director
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Your Project Team
EXPERIENCE + QUALIFICATIONS
PROPOSAL FOR:

STANTON,

CALIFORNIA
800.851.0962 TheRetailCoach.net
Austin, Texas
Dallas, Texas
Tupelo, Mississippi
Attachment: B
Click here to return to the agenda.

PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 2
The Retail Coach is submitting this proposal for a
Retail Market Analysis + Retail Recruitment Services
for the Stanton, California.

Our goal is not only to aid the Stanton in preparing and executing a Retail Market Analysis + Recruitment Strategy, but to continue assisting local leadership via long-term partnership and to capture sales tax leakage and further improve quality of life for residents by bringing in new retail, restaurant, entertainment, and service options.

The most important aspect of any Retail Market Analysis is its ultimate application and resulting impacts. Our approach has always been action-oriented to ensure that market reports are not placed on a shelf to collect dust. Working with all project team members, local stakeholders, and public officials is a critical component in which The Retail Coach is experienced and well-equipped to execute.
• Research and analyze the community’s
unique retail market to identify retail
gaps and growth opportunities.
• Determine Stanton’s viable retail
market potential & its relationship with
other industries.
• Identify key retail, restaurant, and
entertainment concepts & targets that
align with the community's vision.
• Proactively recruit new businesses
with transparency and dedication to
communication.
• Provide feedback on retail expansion,
market trends, and the retail site
selection process.
• Act as an extension of City staff to
provide coaching for retail economic
development initiatives, including retail
recruitment training.
• Represent, prepare, and assist city
leadership at ICSC and other industry
events.
• Provide ongoing support for business
and industry recruitment and
community development.

Executive Summary:

Retail Recruitment
Goals & Objectives:

PROJECT UNDERSTANDING + PROPOSED APPROACH
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 3
For 25 years, The Retail Coach has been the premier national retail recruitment partner for municipalities, economic development organizations, and development firms.

We are the nation's leading retail recruitment, market analysis, and development firm. Our approach combines strategy, technology, and creative marketing to execute high-impact retail recruitment strategies for local governments, chambers of commerce, and economic development organizations.

Having worked more than 850 assignments in 42 states, our recruitment approach is simple - do what you say you are going to do, execute at the highest level possible, and constantly communicate findings and results to our clients. This approach has proven successful, leading to multiple assignments with more than 90% of our clients.

We Recruit Retail.
$600 Million

IN NEW SALES TAX

GENERATED
Our work has generated
more than $600 Million
in sales tax for our client
communities in the
past 5 years.
90%

REPEAT CLIENT RATE
90% of our clients choose
to continue working with
us after the initial
contract period.
6 Million +

SQUARE FEET OF NEW

RETAIL RECRUITED
We have recruited more
than 6 million square feet
of new retail to client
communities in the
past 5 years.

EXPERIENCE + QUALIFICATIONS

PROVEN SUCCESS FOR CLIENT COMMUNITIES
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 4
More Than 6 Million SF of
New Retail Recruited in the
Last 5 Years

RECENT RECRUITMENT SUCCESSES
Our proven Retail:360® Process has been instrumental in recruiting new retailers and developers to our client communities.

PLUS HUNDREDS MORE THROUGHOUT THE COUNTRY
McKinney, TX Los Angeles County, CA Lancaster, CA & Pella, IA Laguna Niguel, CA Orange County, CA Lakeport, CA

THE RETAIL COACH PROFILE
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 5
EXPERIENCE + QUALIFICATIONS
More Than 850 Client
Communities Served
Across
42 States
National Expertise.

Local Focus.

Our work throughout the country allows our team to stay current on retail trends and deepen our relationships with national and regional brands.

These relationships create unique opportunities for our client communities. When brands begin planning to expand into new markets, we are often one of the first to know. Retailers and tenant representatives will frequently look at our client list or ask our team for prospective markets to consider.
850+

COMMUNITIES SERVED
42 STATES WE’VE WORKED IN
90%

REPEAT CLIENT RATE
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 6
What Makes Us Different?
Recruitment
Done
Right.

No Development.

No Brokerage.

No Conflicts of Interest.

We are Consultants. Not Brokers.

We pride ourselves on being consultants, not
brokers. We only do what is in the best interest of
our client communities and their future growth.

We don't take shortcuts or go with the path of
least resistance to fill retail spaces.

RECOGNIZED AS LEADING INDUSTRY EXPERTS AND FEATURED PRESENTERS FOR:

Our Team is Your Team
We take a partnership approach and become an
extension of your team. Our clients are invited to
participate in the recruitment process, allowing
you to learn and expand your network.

Full Transparency
We track recruitment activity and prospect
feedback in your custom retail recruitment
dashboard and host monthly calls with your team
to keep you updated on progress.

Experienced & Connected
We pioneered the retail recruitment industry
more than 20 years ago and leverage more than
two decades of experience and relationships to
help drive retail growth in your community.

PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 7
Charles oversees The Retail Coach projects across the
country, in addition to the Retail Recruitment Training and Downtown Programs. He is located in our Dallas
office and will be the primary contact for your project.

PROJECT LEAD LEADERSHIP & PROJECT STRATEGY
With more than 50 combined years of retail development
experience, Kelly and Aaron play an integral role in every project for The Retail Coach. This includes in-depth market analyses, recruitment strategies, and development plans for our clients.

Jean and Keith manage our strategic relationships with
national and regional retailers, brokers, site selectors, and development partners. They assists with our
recruitment process, including the site submission
process and capturing retailer feedback.

Charles Parker
Project Director
Kelly Cofer
Founder & CEO
Aaron Farmer
President
Matthew employs cutting-edge, GPS-based market
data to pinpoint true opportunity in retail markets. He provides the latest retail trade area data and prepares our clients' market reports, data sets, and assists with GIS mapping.

DATA & MARKET RESEARCH
Matthew Lautensack
Director of Data/Research
Nancy supports all projects by managing client invoicing and contract needs as well as marketing, promotional,
and graphic design support.

Nancy Herbert
Director of Finance

ADMINISTRATIVE SUPPORT
Jean Totten
Recruitment Specialist

STRATEGY & RECRUITMENT
Keith Rinehart
Recruitment Specialist

THE RETAIL COACH PROFILE
Key Personnel
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 8
Charles Parker | Project Director
Charles oversees projects for The Retail Coach nation-wide, and will be the primary point of contact for this project. He has over ten years of experience in the fields of economic research, development, and entrepreneurship; and his work in client communities has led to the recruitment of numerous brands including Hobby Lobby, Marshall’s, Five Below, Planet Fitness, Eggs Up Grill, Popeye’s, Sonic, and Publix. Additionally, Charles is the lead instructor of the MASC Retail Recruitment Training Program as well as annual instructor at multiple IEDC Basic Economic Development Courses across the country.

Prior to joining The Retail Coach, Charles served as a leading Researcher at Mississippi State University where he focused on economic impacts analyses of tourism and outdoor recreation on municipalities.

The McKinney, Texas native earned his Master of Business Administration and Master of Science degrees from Mississippi State University. Charles is an active member of the International Council of Shopping Centers and Main Street America, and is a frequent speaker at conferences, municipal leagues, and economic organizations.

Aaron Farmer | President
With a degree in Marketing from The Mays Business School at Texas A&M University in College Station and an MBA from Texas A&M University – Commerce, Aaron brings to The Retail Coach knowledge of the most current research on retail and marketing trends.

Prior to joining The Retail Coach, Aaron was employed in marketing research and retail development where he worked on projects for some of America’s leading retailers and restaurants including FedEx, Kinkos, Sally Beauty Supply, Adidas, Concentra and the National American Association of Subway Franchises (NAASF).

His expertise touches each step of a project from the initial trade area determination to the actual recruitment of retailers. Aaron is a sought after speaker for industry organizations throughout the country.

Your Project Team
EXPERIENCE + QUALIFICATIONS
Kelly Cofer | Founder & CEO
C. Kelly Cofer leads The Retail Coach with more than 30 years of experience in all aspects of retail real estate and economic development.

Kelly’s professional background encompasses market research and site selection, advisory and leasing services, and property brokerage and development for leading national retailers and restaurants in more than 150 cities throughout the United States.

He has earned the prestigious Certified Commercial Investment Member (CCIM) designation from the Chicago-based Commercial Investment Real Estate Institute and attended the Economic Development Institute at the University of Oklahoma. Kelly holds a Bachelor of Science degree from Texas A&M University in College Station.

PROJECT LEAD
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 9
Your Project Team
EXPERIENCE + QUALIFICATIONS
Caroline Harrelson | Strategy Director
Caroline Harrelson focuses on key strategic planning for clients and manages The Retail Coach relationships with commercial real estate professionals across the country.

Prior to joining The Retail Coach she was the Director of International Services at Mississippi State University where she managed various international projects bringing a broader approach to The Retail Coach retail economic development recruitment methods.

Caroline holds a Masters in Public Policy and Administration combined with almost 10 years in upper administration and project management.

Jean Totten | Retail Recruitment Specialist
Jean Totten brings a wealth of knowledge and expertise in economic development and community leadership to her role as Recruitment Specialist. With years of experience helping communities grow and thrive, Jean has successfully collaborated with local governments, businesses, and organizations to drive economic growth and foster sustainable development.

Her passion for building strong, resilient communities makes her a valuable asset to The Retail Coach team.

Keith Rinehart | Retail Recruitment Specialist
Keith brings over 32 years of expertise in community and economic development to his role as Recruitment Specialist. With a strong track record in effective communication, active listening, community and economic development, it is his mission to build strong relationships with retailers, site selectors, developers, and brokers to support retail growth in client communities and to make a positive and lasting difference in the lives of the communities he serves. Keith holds a Kinesiology Degree from Angelo State University with a double minor in English and Journalism.

PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 10
Scope of
Work
Retail Recruitment Strategy
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 11
Retail Market Analysis
Custom Retail Trade Area Analysis + Mobile Location Data Mobile Location Data has become a powerful tool for retail, restaurant, and entertainment concept site selection processes. We will utilize data to confirm the primary retail trade area, but also to evaluate specific location consumer draw and performance. This can also be helpful for existing businesses to know how they stack up against their competition and to visualize cannibalization.

Demographic + Psychographic Analysis
Our demographic profiles include population and projected population growth, ethnicity, average and median household incomes, median age, households and household growth, and educational attainment.

We will create comprehensive 2020 Census, 2025, and 2030 Demographic Profiles for the Retail Trade Area and each community.

Submarket/Focus Area Analysis
Every community has multiple retail submarkets or focus areas. Having a strong understanding of your community’s commercial nodes and what drives retail in each is vital to overall retail recruitment success.

We will provide an overview of the focus areas, highlighting key opportunities for retail growth, development, or redevelopment and analyze existing retail, and cannibalization effects of new businesses.

Retail GAP + Demand Analyses
One way to quantify retail demand is through a Retail Demand Analysis, which provides a summary of the primary projected retail demand growth — or opportunities — for 68 retail sectors. The analysis is ultimately used to identify recruitment targets for the community. The Retail Coach will also compare the demand to current sales projects to generate a GAP or retail leakage report. This will help identify which sectors are strengths or currently under served by the existing retail market.

SCOPE OF WORK
Mobile Data for Location Decisions:

We will utilize mobile location technology that
analyzes retail location and behavioral data collected
from mobile devices to determine consumer visits to
key destinations in Stanton.

This high-confidence data is used to verify Retail Trade Areas and validate retail site selection decisions.

PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 12
Retail Recruitment Strategy
Retail Void + Fusion Analysis
Existing retailers and restaurants help set the stage for new business attraction. Understanding where brands have already located and how they choose to co-locate with other concepts is critical to understanding an area's potential and crafting a recruitment narrative. The Retail Coach will execute void analysis and fusion analysis (co-tenant evaluation) to determine potential fits for each community.

Retail Match List
The Retail Coach will target national and regional retail brands that are a good “fit” for the community.

This means that the Retail Trade Area population, disposable incomes, consumer spending habits, and education levels meet the retailers’ ideal location criteria. We will develop and review a master list of potential retailers with local leadership and work together to prepare a final target list.

Site Inventory
Retailers are interested not only in the market data on your community, but also in evaluating all available property vacancies and sites that fit their location preferences. Successful retail recruitment begins to happen with the introduction of available sites. We will identify priority retail vacancies and development/ redevelopment sites to market, as well as evaluate their highest and best use.

SCOPE OF WORK
Understanding Retail
Real Estate Availability
We will examine potential locations
for a mix of retail, restaurant,
hospitality, and entertainment uses
to better understand the opportunity
for new brands to enter your market.

PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 13
Marketing + Recruitment
Recruitment of Retailers + Developers
The Retail Coach is the first national retail recruitment firm to introduce retailer and developer recruitment specifically for communities. Twenty-four years and 850 projects later, the recruitment of retailers remains one of the primary metrics of success. Today, our experience has proven that a community must move beyond just gathering data sets, and proactively recruit retail.

We will actively recruit retailers on the City’s behalf. Our retailer recruitment process includes:

1. Introductory emails and retail market profile are sent to each targeted retailer

2. Personal phone calls are placed to measure interest level

3. Personal emails and retailer feasibility packages are sent to each targeted retailer

4. Personal emails and retail site profiles for prime vacancies are sent to targeted retailers

5. Personal emails are sent to inform targeted retailers of significant market changes

6. Personal emails are sent to decision markers once per quarter to continue seeking responses regarding their interest level in the community

7. A retailer status report is provided with each retailer’s complete contact information and comments resulting from recruitment activities
Commercial Real Estate Conference Representation
Recruitment is a relationships business, and retail conferences are essential to getting in front of and forging relationships with key site selectors and decision makers. Having a prominent presence at ICSC and Retail LIVE events has been a staple for The Retail Coach for over 20 years. In our partnership, we will assist in marketing each community - and its vacancies and sites - to retailers, developers, and brokers at retail industry conferences. For any City Staff attending, TRC will assist with conference planning and setting appointments.

Key Events: ICSC Las Vegas, ICSC Western, ICSC Monterey; Retail LIVE! Recruitment Toolkit + Support
Having effective marketing material is essential. The Retail Coach can prepare concise, impactful deliverables that properly illustrate the potential in each community that staff can use to assist ongoing recruitment efforts, including the Retail360 Online Dashboard.

Retail Recruitment Tracking Process
To ensure transparency, The Retail Coach will provide a Live Retail Tracking form for City staff to access 24/7 to report the status of ongoing recruitment discussions, points of contact (along with contact information), deliverables, and overall project progress.

SCOPE OF WORK
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 14
Coaching + Ongoing Support
Local Stakeholder Engagement
Local buy-in is a must have for communities looking to build a comprehensive recruitment program. The Retail Coach will meet with local property owners, franchisees, brokers, and other stakeholders to assist with their ongoing projects or goals and to make direct introductions with targets brand representatives.

Monthly Update Calls
To keep clear and open lines of communication, The Retail Coach will set monthly Zoom meetings with City staff to discuss updates, retailer feedback, and strategy. Additionally, our team is always available on demand to brainstorm, connect with personnel, or otherwise be a resource to City staff.

Visible Presence
Being a part of your team means being seen. The Retail Coach will make at least three trips to Stanton during the 12 month engagement to meet with city staff, prospective retail site selectors, developers, local property owners, and to host workshops for stakeholders.

Data Access
The Retail Coach implements a number of data sources and providers into our recruitment strategy. As such, our clients can gain unlimited access to GIS and data reports from the following: Claritas; ESRI ArcGIS & Business Analyst; AGS & Inrex via SitesUSA; Retail Lease Trac; CoStar/LoopNet; Seamless; Unacast; BLS; Census Bureau; and State DOTs.

SCOPE OF WORK
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 15
Deliverables & Pricing
Terms (12-month Agreement) :

The total fee for completion of this work is $35,000 payable in three (3) installments:
• $15,000 upon execution of contract;
• $10,000 at 90 days following execution of contract
• $10,000 at 180 days following execution of contract
If Stanton elects to extend the agreement, the additional fee shall be $25,000 for each additional 12 month period of data updates, recruitment, and coaching.

Reimbursable Project Expenses:

It is estimated that reimbursable expenses will not exceed $3,000. Reimbursable expenses include all travel costs; any costs associated with special renderings / maps; copies of reports, drawings, maps; and any shipping costs. Costs are billed as incurred. $35,000
Plus up to $3,000
reimbursable expenses.

Not to Exceed Price:
$38,000
Retail Market Analysis
Retail Recruitment Strategy
Marketing + Recruitment
Coaching + Ongoing Support
Mobile Location Data Analysis
Custom Retail Trade Area
Demographic / Population Profile
Psychographic Profile
Retail Demand + GAP Analysis
Existing Retailer Map
Retail Void Analysis
Retail Fusion Analysis
Retail Match List
Retail Site Identification and
Inventory
Proactive Retail Recruitment
National + Regional Retail Conference
Representation
Retail Marketing Profiles
Retail:360® Dashboard
Retailer-Specific Feasibility Packages
Engagement with Local Stakeholders
Monthly Update Conference Calls
Retail Recruitment Tracking Form
Three Trips to market by TRC Staff
Unlimited Access to TRC Staff
Other Reports as needed
PROPOSAL COST + TIMELINE
PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 16
Project Timeline
PROPOSAL COST + TIMELINE
Kick-Off Meeting
Project kick-off call with
key staff and stakeholders.
• Review timeline, goals,
and objectives with
project team
• Discuss priority sites
and key areas of focus
Research &
Market Analysis
On-the-ground market
analysis and consumer
data collection.
• Retail Market Analysis
• Demographics &
Psychographics
• Primary & Secondary
Retail Trade Areas
• Retail Demand Analysis
• Retailer Match List
Marketing &
Branded Reports
Development of key
marketing materials
used to promote the
community.
• Retailer & Developer
Feasibility Packages
• Retail Market Profile
• Retail Site Profiles
Recruitment &
Ongoing Support
Active recruitment of
retailers and developers
through the remainder of
the agreement.
• Recruitment Status
Dashboard
• Monthly Recruitment
Update Meetings
• Representation at
National & Regional
Retail Conferences
Execution of
Agreement
30-45 Days from
Kick-Off
60-90 Days
From Kick-Off
Remainder of
Agreement
Project Reporting
We will provide written or
electronic updates on a
monthly basis and hold monthly
recruitment updates with City
staff once recruitment has
begun.

Community Trips
We will make at least three
(3) trips to Stanton during the
project.

Project Timeline
We are available to begin
work immediately upon
agreement of terms with
a project duration of 12
calendar months.

PROPOSAL: RETAIL RECRUITMENT CONSULTANT SERVICES 17
California Presence
EXPERIENCE + QUALIFICATIONS
“The Retail Coach is the perfect solution for our needs. They provide high-quality data that helps us sell our market to retailers and helps supplement our economic development team. They truly are an extension of our team and have helped us land retailers that we've been trying to get to the market for years. They are also very responsive and help us get the data we need quickly." Scott Agajanian
Deputy Director of Economic Development
City of Murrieta, California
[email protected]
o. 951-461-6003
“...The Retail Coach [have] proven themselves as a great partner for the City and helped open many doors with retailers and developers that we weren't able to reach before. We have worked with other retail consultants and the level of expertise and support from The Retail Coach team has far exceeded what we've gotten from the other firms we've worked with. We already highly recommend them.” Tara Magner
Economic Development & Special Projects Administrator
City of San Jacinto, California
[email protected]
o. 951-487-7330
Other Recent Projects:

Bakersfield
Beaumont
Coachella
Corona
Farmersville
Galt
Gilroy
Indio
Lakeport
Merced
Palm Desert
Roseville
Santa Cruz
Tracy
Victorville
“The Retail Coach is hands-down one of the best consultant teams of any kind that our team has had the pleasure of working with. Their extensive expertise and nationwide connections with site selectors, developers, and major chains have opened up new doors for the City of Lancaster, allowing us to take our recruitment efforts to the next level and collaborate with brands that hadn’t previously considered our market. They work as an extension of our staff, anticipating needs and freeing up inhouse staff time. I can’t recommend the Retail Coach highly enough.” Chenin Dow
(Former) Manager, Economic Development
City of Lancaster, California
Current Director of Community Development
City of Santa Maria
800.851.0962 TheRetailCoach.net
Austin, Texas
Dallas, Texas
Tupelo, Mississippi
Contacts:

CHARLES PARKER
Project Director
c: 662.231.9078
e:[email protected]
55414.00000\31609876.1 - 1 -

CITY OF STANTON

PROFESSIONAL SERVICES AGREEMENT
FOR

RETAIL MARKET ANALYSIS AND RETAIL RECRUITMENT SERVICES

1. PARTIES AND DATE.

This Agreement is made and entered into this day of , 2025, by and between the City of Stanton, a municipal organization organized under the laws of the State of California with its principal place of business at 7800 Katella Avenue, Stanton, California 90680 (“City”) and The Retail Coach, a Limited Liability Company, with its principal place of business at 86 Clark Boulevard, Tupelo, Mississippi 38804 (“Consultant”). City and Consultant are sometimes individually referred to herein as “Party” and collectively as “Parties.”

2. RECITALS.

2.1 Consultant.

Consultant desires to perform and assume responsibility for the provision of professional retail market analysis and retail recruitment services required by the City on the terms and conditions set forth in this Agreement. Consultant represents that it is experienced in providing professional retail market analysis and retail recruitment services to public clients, is duly licensed, and is familiar with the plans of City.

2.2 Project.

City desires to engage Consultant to render such services for the provision of retail market analysis and retail recruitment services (“Project”) as set forth in this Agreement.

3. TERMS.

3.1 Scope of Services and Term.

3.1.1 General Scope of Services. Consultant promises and agrees to furnish to the City all labor, materials, tools, equipment, services, and incidental and customary work necessary to fully and adequately supply the professional retail market analysis and retail recruitment services necessary for the Project (“Services”). The Services are more particularly described in Exhibit “A” attached hereto and incorporated herein by reference. All Services shall be subject to, and performed in accordance with, this Agreement, the exhibits attached hereto and incorporated herein by reference, and all applicable local, state and federal laws, rules and regulations.

3.1.2 Term. The term of this Agreement shall be from July 1, 2025 to June 30, 2026, or until the Agreement is terminated as provided herein. The City shall have the unilateral option, at its sole discretion, to renew this Agreement automatically for no more than four (4) additional terms of one (1) year. Consultant shall complete the Services within the term of this Agreement and shall meet any other established schedules and deadlines.

Attachment: C
Click here to return to the agenda.
55414.00000\31609876.1 - 2 -

3.2 Responsibilities of Consultant.

3.2.1 Control and Payment of Subordinates; Independent Contractor. The Services shall be performed by Consultant or under its supervision. Consultant will determine the means, methods and details of performing the Services subject to the requirements of this Agreement. City retains Consultant on an independent contractor basis and not as an employee.

Consultant shall complete, execute, and submit to City a Request for Taxpayer Identification Number and Certification (IRS FormW-9) prior to commencement of any Services under this Agreement. Consultant retains the right to perform similar or different services for others during the term of this Agreement. Any additional personnel performing the Services under this Agreement on behalf of Consultant shall also not be employees of City and shall at all times be under Consultant’s exclusive direction and control. Consultant shall pay all wages, salaries, and other amounts due such personnel in connection with their performance of Services under this Agreement and as required by law. Consultant shall be responsible for all reports and obligations respecting such additional personnel, including, but not limited to: social security taxes, income tax withholding, unemployment insurance, disability insurance, and workers’ compensation insurance.

3.2.2 Schedule of Services. Consultant shall perform the Services expeditiously, within the term of this Agreement, and in accordance with the Schedule of Services set forth in Exhibit “B” attached hereto and incorporated herein by reference. Consultant represents that it has the professional and technical personnel required to perform the Services in conformance with such conditions. In order to facilitate Consultant’s conformance with the Schedule, City shall respond to Consultant’s submittals in a timely manner. Upon request of City, Consultant shall provide a more detailed schedule of anticipated performance to meet the Schedule of Services.

3.2.3 Conformance to Applicable Requirements. All work prepared by Consultant shall be subject to the approval of City.

3.2.4 Substitution of Key Personnel. Consultant has represented to City that certain key personnel will perform and coordinate the Services under this Agreement. Should one or more of such personnel become unavailable, Consultant may substitute other personnel of at least equal competence upon written approval of City. In the event that City and Consultant cannot agree as to the substitution of key personnel, City shall be entitled to terminate this Agreement for cause. As discussed below, any personnel who fail or refuse to perform the Services in a manner acceptable to the City, or who are determined by the City to be uncooperative, incompetent, a threat to the adequate or timely completion of the Project or a threat to the safety of persons or property, shall be promptly removed from the Project by the Consultant at the request of the City.

The key personnel for performance of this Agreement are as follows: Charles Parker, Project Director.

3.2.5 City’s Representative. The City hereby designates the City Manager, or his or her designee, to act as its representative for the performance of this Agreement (“City’s Representative”). City’s Representative shall have the power to act on behalf of the City for all purposes under this Contract. The City Manager hereby designates Crystal Landavazo, Community Development Director, or his or her designee, as the City’s contact for the 55414.00000\31609876.1 - 3 -
implementation of the Services hereunder. Consultant shall not accept direction or orders from any person other than the City’s Representative or his or her designee.

3.2.6 Consultant’s Representative. Consultant hereby designates Charles Parker, Project Director, or his designee, to act as its representative for the performance of this Agreement (“Consultant’s Representative”). Consultant’s Representative shall have full authority to represent and act on behalf of the Consultant for all purposes under this Agreement. The Consultant’s Representative shall supervise and direct the Services, using her best skill and attention, and shall be responsible for all means, methods, techniques, sequences and procedures and for the satisfactory coordination of all portions of the Services under this Agreement.

3.2.7 Coordination of Services. Consultant agrees to work closely with City staff in the performance of Services and shall be available to City’s staff, consultants and other staff at all reasonable times.

3.2.8 Standard of Care; Performance of Employees. Consultant shall perform all Services under this Agreement in a skillful and competent manner, consistent with the standards generally recognized as being employed by professionals in the same discipline in the State of California. Consultant represents and maintains that it is skilled in the professional calling necessary to perform the Services. Consultant warrants that all employees and subconsultants shall have sufficient skill and experience to perform the Services assigned to them. Finally, Consultant represents that it, its employees and subconsultants have all licenses, permits, qualifications and approvals of whatever nature that are legally required to perform the Services and that such licenses and approvals shall be maintained throughout the term of this Agreement.

As provided for in the indemnification provisions of this Agreement, Consultant shall perform, at its own cost and expense and without reimbursement from the City, any services necessary to correct errors or omissions which are caused by the Consultant’s failure to comply with the standard of care provided for herein. Any employee of the Consultant or its sub-consultants who is determined by the City to be uncooperative, incompetent, a threat to the adequate or timely completion of the Project, a threat to the safety of persons or property, or any employee who fails or refuses to perform the Services in a manner acceptable to the City, shall be promptly removed from the Project by the Consultant and shall not be re-employed to perform any of the Services or to work on the Project.

3.2.9 Laws and Regulations. Consultant shall keep itself fully informed of and in compliance with all local, state and federal laws, rules and regulations in any manner affecting the performance of the Project or the Services, including all Cal/OSHA requirements, and shall give all notices required by law. Consultant shall be liable for all violations of such laws and regulations in connection with Services. If the Consultant performs any work knowing it to be contrary to such laws, rules and regulations and without giving written notice to the City, Consultant shall be solely responsible for all costs arising therefrom. Consultant shall defend, indemnify and hold City, its officials, directors, officers, employees and agents free and harmless, pursuant to the indemnification provisions of this Agreement, from any claim or liability arising out of any failure or alleged failure to comply with such laws, rules or regulations. 55414.00000\31609876.1 - 4 -

3.2.10 Insurance.

3.2.10.1 Time for Compliance. Consultant shall not commence Work under this Agreement until it has provided evidence satisfactory to the City that it has secured all insurance required under this section. In addition, Consultant shall not allow any subconsultant to commence work on any subcontract until it has provided evidence satisfactory to the City that the subconsultant has secured all insurance required under this section.

3.2.10.2 Types of Insurance Required. As a condition precedent to the effectiveness of this Agreement for work to be performed hereunder and without limiting the indemnity provisions of the Agreement, the Consultant in partial performance of its obligations under such Agreement, shall procure and maintain in full force and effect during the term of the Agreement, the following policies of insurance. If the existing policies do not meet the Insurance Requirements set forth herein, Consultant agrees to amend, supplement or endorse the policies to do so.
(a) Commercial General Liability: Commercial General Liability Insurance which affords coverage at least as broad as Insurance Services Office “occurrence” form CG 0001, with minimum limits of at least $1,000,000 per occurrence, and if written with an aggregate, the aggregate shall be double the per occurrence limit.

Defense costs shall be paid in addition to the limits.

The policy shall contain no endorsements or provisions limiting coverage for (1) contractual liability; (2) cross liability exclusion for claims or suits by one insured against another; or (3) contain any other exclusion contrary to the Agreement.
(b) Automobile Liability Insurance: Automobile Liability Insurance with coverage at least as broad as Insurance Services Office Form CA 0001 covering “Any Auto” (Symbol 1) with minimum limits of $1,000,000 each accident.
(c) Professional Liability: Professional Liability insurance with minimum limits of $1,000,000. Covered professional services shall specifically include all work to be performed under the Agreement and delete any exclusions that may potentially affect the work to be performed (for example, any exclusions relating to lead, asbestos, pollution, testing, underground storage tanks, laboratory analysis, soil work, etc.).

If coverage is written on a claims-made basis, the retroactive date shall precede the effective date of the initial Agreement and continuous coverage will be maintained or an extended reporting period will be exercised for a period of at least three (3) years from termination or expiration of this Agreement.
55414.00000\31609876.1 - 5 -
(d) Workers’ Compensation: Workers’ Compensation Insurance, as required by the State of California and Employer’s Liability Insurance with a limit of not less than $1,000,000 per accident for bodily injury and disease.

3.2.10.3 Endorsements. Required insurance policies shall not be in compliance if they include any limiting provision or endorsement that has not been submitted to the City for approval.
(a) The policy or policies of insurance required by Section 3.2.10.2 (a) Commercial General Liability and (c) Contractor’s Pollution Liability shall be endorsed to provide the following:
(1) Additional Insured: The City, its officials, officers, employees, agents, and volunteers shall be additional
insureds with regard to liability and defense of suits or claims arising out of the performance of the Agreement.

Additional Insured Endorsements shall not (1) be restricted to “ongoing operations”; (2) exclude “contractual liability”; (3) restrict coverage to “sole” liability of Consultant; or (4) contain any other exclusions contrary to the Agreement. (2) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium.
(b) The policy or policies of insurance required by Section 3.2.10.2 (b) Automobile Liability and (d) Professional Liability shall be endorsed to provide the following:
(1) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium.
(c) The policy or policies of insurance required by Section 3.2.10.2 (e) Workers’ Compensation shall be endorsed to provide the following:
(1) Waiver of Subrogation: A waiver of subrogation stating that the insurer waives all rights of subrogation against the indemnified parties.
(2) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day 55414.00000\31609876.1 - 6 -
written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium.

3.2.10.4 Primary and Non-Contributing Insurance. All insurance coverages shall be primary and any other insurance, deductible, or self-insurance maintained by the indemnified parties shall not contribute with this primary insurance. Policies shall contain or be endorsed to contain such provisions.

3.2.10.5 Waiver of Subrogation. Required insurance coverages shall not prohibit Consultant from waiving the right of subrogation prior to a loss. Consultant shall waive all subrogation rights against the indemnified parties. Policies shall contain or be endorsed to contain such provisions.

3.2.10.6 Deductible. Any deductible or self-insured retention must be approved in writing by the City and shall protect the indemnified parties in the same manner and to the same extent as they would have been protected had the policy or policies not contained a deductible or self-insured retention.

3.2.10.7 Evidence of Insurance. The Consultant, concurrently with the execution of the Agreement, and as a condition precedent to the effectiveness thereof, shall deliver either certified copies of the required policies, or original certificates and endorsements on forms approved by the City. The certificates and endorsements for each insurance policy shall be signed by a person authorized by that insurer to bind coverage on its behalf. At least fifteen (15 days) prior to the expiration of any such policy, evidence of insurance showing that such insurance coverage has been renewed or extended shall be filed with the City. If such coverage is cancelled or reduced, Consultant shall, within ten (10) days after receipt of written notice of such cancellation or reduction of coverage, file with the City evidence of insurance showing that the required insurance has been reinstated or has been provided through another insurance company or companies.

3.2.10.8 Failure to Maintain Coverage. Consultant agrees to suspend and cease all operations hereunder during such period of time as the required insurance coverage is not in effect and evidence of insurance has not been furnished to the City. The City shall have the right to withhold any payment due Consultant until Consultant has fully complied with the insurance provisions of this Agreement.

In the event that the Consultant’s operations are suspended for failure to maintain required insurance coverage, the Consultant shall not be entitled to an extension of time for completion of the Services because of production lost during suspension.

3.2.10.9 Acceptability of Insurers. Each such policy shall be from a company or companies with a current A.M. Best’s rating of no less than A:VII and authorized to do business in the State of California, or otherwise allowed to place insurance through surplus line brokers under applicable provisions of the California Insurance Code or any federal law.

3.2.10.10 Insurance for Subconsultants. All Subconsultants shall be included as additional insureds under the Consultant’s policies, or the Consultant shall be 55414.00000\31609876.1 - 7 -
responsible for causing Subconsultants to purchase the appropriate insurance in compliance with the terms of these Insurance Requirements, including adding the City as an Additional Insured to the Subconsultant’s policies.

3.2.11 Safety. Consultant shall execute and maintain its work so as to avoid injury or damage to any person or property. In carrying out its Services, the Consultant shall at all times be in compliance with all applicable local, state and federal laws, rules and regulations, and shall exercise all necessary precautions for the safety of employees appropriate to the nature of the work and the conditions under which the work is to be performed. Safety precautions as applicable shall include, but shall not be limited to: (A) adequate life protection and life saving equipment and procedures; (B) instructions in accident prevention for all employees and subconsultants, such as safe walkways, scaffolds, fall protection ladders, bridges, gang planks, confined space procedures, trenching and shoring, equipment and other safety devices, equipment and wearing apparel as are necessary or lawfully required to prevent accidents or injuries; and (C) adequate facilities for the proper inspection and maintenance of all safety measures.

3.3 Fees and Payments.

3.3.1 Compensation. Consultant shall receive compensation, including authorized reimbursements, for all Services rendered under this Agreement at the rates set forth in Exhibit “C” attached hereto and incorporated herein by reference. The total compensation shall not exceed THIRTY FIVE THOUSAND DOLLARS ($35,000) (“Total Compensation”) without written approval of the City Council or City Manager as applicable. Extra Work may be authorized, as described below, and if authorized, will be compensated at the rates and manner set forth in this Agreement.

3.3.2 Payment of Compensation.

Consultant shall submit to City a monthly itemized statement which indicates work completed and hours of Services rendered by Consultant. The statement shall describe the amount of Services and supplies provided since the initial commencement date, or since the start of the subsequent billing periods, as appropriate, through the date of the statement. City shall, within 45 days of receiving such statement, review the statement and pay all approved charges thereon.

3.3.3 Reimbursement for Expenses. Consultant shall not be reimbursed for any expenses unless authorized in writing by City.

3.3.4 Extra Work. At any time during the term of this Agreement, City may request that Consultant perform Extra Work. As used herein, “Extra Work” means any work which is determined by City to be necessary for the proper completion of the Project, but which the Parties did not reasonably anticipate would be necessary at the execution of this Agreement.

Consultant shall not perform, nor be compensated for, Extra Work without written authorization from the City.

3.4 Accounting Records.

3.4.1 Maintenance and Inspection. Consultant shall maintain complete and accurate records with respect to all costs and expenses incurred under this Agreement. All such 55414.00000\31609876.1 - 8 -
records shall be clearly identifiable. Consultant shall allow a representative of City during normal business hours to examine, audit, and make transcripts or copies of such records and any other documents created pursuant to this Agreement. Consultant shall allow inspection of all work, data, documents, proceedings, and activities related to the Agreement for a period of three (3) years from the date of final payment under this Agreement.

3.5 General Provisions.

3.5.1 Termination of Agreement.

3.5.1.1 Grounds for Termination. City may, by written notice to Consultant, terminate the whole or any part of this Agreement at any time and without cause by giving written notice to Consultant of such termination, and specifying the effective date thereof, at least seven (7) days before the effective date of such termination. Upon termination, Consultant shall be compensated only for those services which have been adequately rendered to City, and Consultant shall be entitled to no further compensation. Consultant may not terminate this Agreement except for cause.

3.5.1.2 Effect of Termination. If this Agreement is terminated as provided herein, City may require Consultant to provide all finished or unfinished Documents and Data and other information of any kind prepared by Consultant in connection with the performance of Services under this Agreement. Consultant shall be required to provide such document and other information within fifteen (15) days of the request.

3.5.1.3 Additional Services. In the event this Agreement is terminated in whole or in part as provided herein, City may procure, upon such terms and in such manner as it may determine appropriate, services similar to those terminated.

3.5.2 Delivery of Notices. All notices permitted or required under this Agreement shall be given to the respective parties at the following address, or at such other address as the respective parties may provide in writing for this purpose:

Consultant:

The Retail Coach
86 Clark Blvd.

Tupelo, MS 38804
ATTN: Charles Parker, Project Director
City:

City of Stanton
7800 Katella Avenue
Stanton, CA 90680
Attn: Crystal Landavazo, Community Development Director Such notice shall be deemed made when personally delivered or when mailed, forty-eight (48) hours after deposit in the U.S. Mail, first class postage prepaid and addressed to the party at 55414.00000\31609876.1 - 9 -
its applicable address. Actual notice shall be deemed adequate notice on the date actual notice occurred, regardless of the method of service.

3.5.3 Ownership of Materials and Confidentiality.

3.5.3.1 Documents & Data; Licensing of Intellectual Property. This Agreement creates a non-exclusive and perpetual license for City to copy, use, modify, reuse, or sublicense any and all copyrights, designs, and other intellectual property embodied in plans, specifications, studies, drawings, estimates, and other documents or works of authorship fixed in any tangible medium of expression, including but not limited to, physical drawings or data magnetically or otherwise recorded on computer diskettes, which are prepared or caused to be prepared by Consultant under this Agreement (“Documents & Data”). Consultant shall require all subconsultants to agree in writing that City is granted a non-exclusive and perpetual license for any Documents & Data the subconsultant prepares under this Agreement. Consultant represents and warrants that Consultant has the legal right to license any and all Documents & Data.

Consultant makes no such representation and warranty in regard to Documents & Data which were prepared by design professionals other than Consultant or provided to Consultant by the City. City shall not be limited in any way in its use of the Documents and Data at any time, provided that any such use not within the purposes intended by this Agreement shall be at City’s sole risk.

3.5.3.2 Confidentiality. All ideas, memoranda, specifications, plans, procedures, drawings, descriptions, computer program data, input record data, written information, and other Documents and Data either created by or provided to Consultant in connection with the performance of this Agreement shall be held confidential by Consultant. Such materials shall not, without the prior written consent of City, be used by Consultant for any purposes other than the performance of the Services. Nor shall such materials be disclosed to any person or entity not connected with the performance of the Services or the Project. Nothing furnished to Consultant which is otherwise known to Consultant or is generally known, or has become known, to the related industry shall be deemed confidential. Consultant shall not use City’s name or insignia, photographs of the Project, or any publicity pertaining to the Services or the Project in any magazine, trade paper, newspaper, television or radio production or other similar medium without the prior written consent of City.

3.5.3.3 Confidential Information. The City shall refrain from releasing Consultant’s proprietary information (“Proprietary Information”) unless the City’s legal counsel determines that the release of the Proprietary Information is required by the California Public Records Act or other applicable state or federal law, or order of a court of competent jurisdiction, in which case the City shall notify Consultant of its intention to release Proprietary Information.

Consultant shall have five (5) working days after receipt of the Release Notice to give City written notice of Consultant’s objection to the City’s release of Proprietary Information. Consultant shall indemnify, defend and hold harmless the City, and its officers, directors, employees, and agents from and against all liability, loss, cost or expense (including attorney’s fees) arising out of a legal action brought to compel the release of Proprietary Information. City shall not release the Proprietary Information after receipt of the Objection Notice unless either: (1) Consultant fails to fully indemnify, defend (with City’s choice of legal counsel), and hold City harmless from any legal action brought to compel such release; and/or (2) a final and non-appealable order by a court of competent jurisdiction requires that City release such information. 55414.00000\31609876.1 - 10 -

3.5.4 Cooperation; Further Acts. The Parties shall fully cooperate with one another, and shall take any additional acts or sign any additional documents as may be necessary, appropriate or convenient to attain the purposes of this Agreement.

3.5.5 Attorney’s Fees. If either party commences an action against the other party, either legal, administrative or otherwise, arising out of or in connection with this Agreement, the prevailing party in such litigation shall be entitled to have and recover from the losing party reasonable attorney’s fees and all other costs of such action.

3.5.6 Indemnification.

To the fullest extent permitted by law, Consultant shall defend (with counsel of City’s choosing), indemnify and hold the City, its officials, officers, employees, volunteers and agents free and harmless from any and all claims, demands, causes of action, costs, expenses, liability, loss, damage or injury of any kind, in law or equity, to property or persons, including wrongful death, in any manner arising out of, pertaining to, or incident to any alleged acts, errors or omissions, or willful misconduct of Consultant, its officials, officers, employees, subcontractors, consultants or agents in connection with the performance of the Consultant's Services, the Project or this Agreement, including without limitation the payment of all damages, expert witness fees and attorneys fees and other related costs and expenses. Consultant's obligation to indemnify shall not be restricted to insurance proceeds, if any, received by the Consultant or the City, its officials, officers, employees, agents or volunteers.

If Consultant’s obligation to defend, indemnify, and/or hold harmless arises out of Consultant’s performance as a “design professional” (as that term is defined under Civil Code section 2782.8), then, and only to the extent required by Civil Code section 2782.8, which is fully incorporated herein, Consultant’s indemnification obligation shall be limited to claims that arise out of, pertain to, or relate to the negligence, recklessness, or willful misconduct of the Consultant, and, upon Consultant obtaining a final adjudication by a court of competent jurisdiction, Consultant’s liability for such claim, including the cost to defend, shall not exceed the Consultant’s proportionate percentage of fault.

3.5.7 Entire Agreement. This Agreement contains the entire Agreement of the parties with respect to the subject matter hereof, and supersedes all prior negotiations, understandings or agreements. This Agreement may only be modified by a writing signed by both parties.

3.5.8 Governing Law. This Agreement shall be governed by the laws of the State of California. Venue shall be in Orange County.

3.5.9 Time of Essence. Time is of the essence for each and every provision of this Agreement.

3.6 City’s Right to Employ Other Consultants. City reserves right to employ other consultants in connection with this Project.

3.7 Successors and Assigns. This Agreement shall be binding on the successors and assigns of the parties.
55414.00000\31609876.1 - 11 -

3.8 Assignment or Transfer. Consultant shall not assign, hypothecate, or transfer, either directly or by operation of law, this Agreement or any interest herein without the prior written consent of the City. Any attempt to do so shall be null and void, and any assignees, hypothecates or transferees shall acquire no right or interest by reason of such attempted assignment, hypothecation or transfer.

3.9 Construction; References; Captions. Since the Parties or their agents have participated fully in the preparation of this Agreement, the language of this Agreement shall be construed simply, according to its fair meaning, and not strictly for or against any Party. Any term referencing time, days or period for performance shall be deemed calendar days and not work days.

All references to Consultant include all personnel, employees, agents, and subconsultants of Consultant, except as otherwise specified in this Agreement. All references to City include its elected officials, officers, employees, agents, and volunteers except as otherwise specified in this Agreement. The captions of the various articles and paragraphs are for convenience and ease of reference only, and do not define, limit, augment, or describe the scope, content, or intent of this Agreement.

3.10 Amendment; Modification. No supplement, modification, or amendment of this Agreement shall be binding unless executed in writing and signed by both Parties.

3.11 Waiver. No waiver of any default shall constitute a waiver of any other default or breach, whether of the same or other covenant or condition. No waiver, benefit, privilege, or service voluntarily given or performed by a Party shall give the other Party any contractual rights by custom, estoppel, or otherwise.

3.12 No Third Party Beneficiaries. There are no intended third party beneficiaries of any right or obligation assumed by the Parties.

3.13 Invalidity; Severability. If any portion of this Agreement is declared invalid, illegal, or otherwise unenforceable by a court of competent jurisdiction, the remaining provisions shall continue in full force and effect.

3.14 Prohibited Interests. Consultant maintains and warrants that it has not employed nor retained any company or person, other than a bona fide employee working solely for Consultant, to solicit or secure this Agreement. Further, Consultant warrants that it has not paid nor has it agreed to pay any company or person, other than a bona fide employee working solely for Consultant, any fee, commission, percentage, brokerage fee, gift or other consideration contingent upon or resulting from the award or making of this Agreement. For breach or violation of this warranty, City shall have the right to rescind this Agreement without liability. For the term of this Agreement, no member, officer or employee of City, during the term of his or her service with City, shall have any direct interest in this Agreement, or obtain any present or anticipated material benefit arising therefrom.

3.15 Equal Opportunity Employment. Consultant represents that it is an equal opportunity employer and it shall not discriminate against any subconsultant, employee or applicant for employment because of race, religion, color, national origin, handicap, ancestry, sex or age. Such non-discrimination shall include, but not be limited to, all activities related to 55414.00000\31609876.1 - 12 -
initial employment, upgrading, demotion, transfer, recruitment or recruitment advertising, layoff or termination. Consultant shall also comply with all relevant provisions of City’s Minority Business Enterprise program, Affirmative Action Plan or other related programs or guidelines currently in effect or hereinafter enacted.

3.16 Labor Certification. By its signature hereunder, Consultant certifies that it is aware of the provisions of Section 3700 of the California Labor Code which require every employer to be insured against liability for Worker’s Compensation or to undertake self-insurance in accordance with the provisions of that Code, and agrees to comply with such provisions before commencing the performance of the Services.

3.17 Authority to Enter Agreement. Consultant has all requisite power and authority to conduct its business and to execute, deliver, and perform the Agreement. Each Party warrants that the individuals who have signed this Agreement have the legal power, right, and authority to make this Agreement and bind each respective Party.

3.18 Counterparts. This Agreement may be signed in counterparts, each of which shall constitute an original.

3.19 Declaration of Political Contributions. Consultant shall, throughout the term of this Agreement, submit to City an annual statement in writing declaring any political contributions of money, in-kind services, or loan made to any member of the City Council within the previous twelve-month period by the Consultant and all of Consultant’s employees, including any employee(s) that Consultant intends to assign to perform the Services described in this Agreement.

3.20 Subcontracting.

3.20.1 Prior Approval Required. Consultant shall not subcontract any portion of the work required by this Agreement, except as expressly stated herein, without prior written approval of City. Subcontracts, if any, shall contain a provision making them subject to all provisions stipulated in this Agreement.
[Signatures on following page.]
55414.00000\31609876.1 - 13 -
IN WITNESS WHEREOF, the parties have executed this Professional Services Agreement on this ____ day of __________, 2025.

CITY OF STANTON [INSERT NAME OF CONSULTANT]
By:

City Manager
By:

Name:

Title:
[If Corporation, TWO SIGNATURES,
President OR Vice President AND Secretary,

AND CORPORATE SEAL OF
CONSULTANT REQUIRED]
ATTEST:

By:

Patricia Vazquez
City Clerk
By:

APPROVED AS TO FORM:

By:

Best Best & Krieger LLP
City Attorney
55414.00000\31609876. 1A-1
EXHIBIT “A”

SCOPE OF SERVICES
Consultant shall perform the following services (collectively, “Services”) for the City to the City’s satisfaction:
55414.00000\31609876. 1A-2
55414.00000\31609876. 1A-3
55414.00000\31609876. 1A-4
55414.00000\31609876. 1B-1
EXHIBIT “B”

SCHEDULE OF SERVICES
Consultant shall perform the Services in a timely and diligent manner. Consultant shall regularly update the Client, as well as City Staff, on progress and promptly notify them of any significant developments or issues. Consultant shall meet all deadlines established by the City. 55414.00000\31609876. 1C-1
EXHIBIT “C”

COMPENSATION
1 CITY OF STANTON

REPORT TO THE CITY COUNCIL
TO: Honorable Mayor and Members of the City Council
DATE: June 24, 2025
SUBJECT: CONSIDERATION OF POLICY DEVELOPMENT FOR NAMING AND

RENAMING CITY-OWNED PARKS AND PUBLIC FACILITIES
REPORT IN BRIEF:

At the January 14, 2025 City Council meeting, Council Member Warren requested to agendize an item related to naming and renaming City-owned parks and public facilities.

At its meeting of January 28, 2025, the City Council received consensus and directed staff to proceed with preparation of a staff report. Tonight’s item seeks Council feedback on essential policy elements to guide the development of a formal Naming and Renaming Policy. Staff will use this input to prepare a draft policy for consideration at a future meeting.

RECOMMENDED ACTION:

1. City Council find that this item is not subject to California Environmental Quality Act (“CEQA”) pursuant to Sections 15378(b)(5) (Organizational or administrative activities of governments that will not result in direct or indirect physical changes in the environment); and

2. Provide direction to staff on the development of a formal policy for naming and renaming City-owned parks and public facilities.

BACKGROUND:

At the January 28, 2025 regular meeting, the City Council directed staff to research naming policies and return with relevant examples and criteria for discussion. Municipal naming policies help ensure consistency, transparency, and alignment with community values. They provide structured processes for recognizing historically significant individuals, cultural landmarks or major donor contributions.

Item: 12A
Click here to return to the agenda.
2 Staff reviewed policies from various cities. While each approach differs in execution, they share key themes that can inform a Stanton-specific policy:
• Preserving cultural and historic heritage.
• Recognizing significant civic or financial contributions. • Promoting consistency, public input and administrative clarity.

Common naming criteria emphasize historical relevance, such as individuals, events, or geographic features tied to the community’s identity. Many cities also prioritize community impact, particularly for individuals who have meaningfully enhanced quality of life, often with guidelines that such individuals be deceased for three to five years. Names may also reflect local cultural or ethnic identity. Most policies also include clear exclusions, typically prohibiting naming after current elected officials or employees.

The naming process generally involves a formal proposal, staff and commission review, and opportunities for public input, with final approval by the City Council. Renaming existing facilities is treated with greater caution, requiring broad public support, strong justification such as a shift in community values, reputational concerns, or the expiration of a naming agreement.

ANALYSIS/JUSTIFICATION:

To inform the development of a potential naming policy for City-owned parks and facilities, staff reviewed policies (Attachment A) from three California jurisdictions, each offering a variety of approaches tailored to their community values and administrative structures.

City Key Features
San Diego Comprehensive procedures, donor thresholds, legal and signage protocols.

San José Emphasizes diversity, allows naming via donation, requires Council approval.

Alameda Naming delegated to commissions, uses a formal
historical/geographic list.

Taken together, these sample policies highlight several key components staff believe the Council should consider when shaping a Stanton-specific policy. These include the types of contributions or attributes that merit naming recognition, the role of public input, and the administrative process for approving new or revised names. 3 To facilitate development of a draft policy, staff recommends Council provide direction on the following key elements:
• Criteria: What types of contributions or affiliations should qualify, historical, geographic, cultural, financial?
• Scope: Should the policy apply to entire parks/buildings only, or include rooms, gardens or other amenities?
• Eligibility: Should names exclude current officials or living individuals (except donors)?
• Public Input: What level of public engagement is appropriate (i.e. Community Services Commission, public surveys)?
• Donor Recognition: Should naming be permitted in exchange for major gifts or land? What thresholds are reasonable?
• Renaming: Under what conditions should renaming an existing facility be considered?
Adopting a naming policy does not lock the City into specific naming decisions. Instead, it provides a structured and transparent framework to evaluate future requests based on established criteria, ensuring alignment with community values and fiscal stewardship.

Establishing a formal naming and renaming policy will support Stanton’s commitment to transparency, community values, and fiscal stewardship. It will ensure the City has a consistent framework to guide future naming decisions, whether to recognize civic contributions, preserve historical ties or support donor partnerships. Based on Council discussion, staff will return with a draft policy for review and potential adoption.

FISCAL IMPACT:

No fiscal impact is associated with this discussion.

ENVIRONMENTAL IMPACT :

None.
4 LEGAL REVIEW:

None.

PUBLIC NOTIFICATION :

Through the normal agenda posting process.

STRATEGIC GOAL:

Goal 5. Maintain and promote a responsive, high-quality and transparent government.

Prepared by: Zenia Bobadilla, Community Services Director Approved by: Hannah Shin-Heydorn, City Manager
ATTACHMENT:

A. Sample Naming Policies from the City of Alameda, City of San Diego, and City of San José
May 17, 2016 - Council Resolution 15148 1
City of Alameda
California

POLICY FOR NAMING CITY PROPERTY, FACILITIES

AND STREETS
INTRODUCTION:

It is the City of Alameda's goal to establish a uniform policy to name City facilities and portions thereof, including but not limited to: Parks and Park facilities, Golf Complex, Alameda Municipal Power facilities, Libraries, Housing Authority facilities, fire stations, City Hall, Police Department facilities, parking lots, ferry terminals, City streets and entryways to the City.

PURPOSE:

The purpose of this policy is to honor persons, organizations, places and/or events in the history of the City by naming City facilities after them. This process acknowledges and memorializes those honored and enhances the value and heritage of the City.

PROCEDURES:

A) Responsibility of Boards and Commissions
Boards and Commissions represent the community, and they have direct responsibility for various City facilities as prescribed in the City Charter and Alameda Municipal Code. It shall be the responsibility of the following Boards and Commissions to review the list of street and facility names annually and provide additions or deletions to the Historical Advisory Board. The Boards and Commissions most closely related to these facilities will, upon request from the City Council, make recommendations for potential names and the City Council will grant final approval.

Recreation Commission - City Parks, Swim Centers, Boat Ramps, and Associated Facilities Golf Commission - Golf Complex and Associated Facilities PublicUtilities Board - AlamedaMunicipal PowerFacilities Library Board - Libraries
Housing Commission - Housing Authority Facilities*
Planning Board - Streets andallotherCityfacilities not listed above *The Housing Authority of the City of Alameda is a separate legal entity from the City of Attachment: A
Click here to return to the agenda.

May 17, 2016 - Council Resolution 15148 2
Alameda. Assuch, the Authority Board will take action in lieu ofthe CityCouncil innaming Housing Authority facilities.

B) Process for Naming City Property or Facility
Groups from within the community and individuals may make a recommendation to the Board orCommission at the time consideration is given to naming a facility and may initiate such action. The Board or Commission will then forward their recommendation to the City Council. If a facility does not have a connection to a Board or Commission, the Planning Board will be the body that recommends a name to the CityCouncil.

The City Council will consider a recommendation from a Board or Commission and make the final decision to name a City property or facility at a public meeting in order to receive comments in an open forum.

C) Process for Naming City Streets
The Historical Advisory Board shall maintain the List of Street and Facility Names, including available names and those that have been used. Additions or deletions to the list shall be recommended by the appropriate board or commission based on written documentation of the historic importance of the name in Alameda history and as outlined in this policy. Only names that appear on the List of Street and Facility Names shall be utilized for the naming of new streets or renaming of existing streets. The Planning Board shall approve names for new streets.

CRITERIA: In selecting the name for a City property, facility or street, the following criteria shall be used:

1. A name that reflects the location of the facility by geographic area;

2. A name that reflects the history of a facility such as the family name of the builder, developer or person who may have donated the land when the individual has been deceased aminimum of three years;

3. A name that recognizes a significant contributor to the advancement of the City, such as a former Mayor, Councilmember, Board or Commission Member, officers or employees of the City, or member of the community when the individual has been deceased aminimum ofthree years;

4. A name that recognizes the donor of a significant gift of land or funds for a City facility.

5. A name that is listed on the List of Street and Facility Names of the City of Alameda.

6. Only one name shall be used for each property or facility and all its various components.

May 17, 2016 - Council Resolution 15148 3

7. Corporate Address Designations, as follows:

A corporate address designation may be approved for a street in those instances where the corporate campus which the street serves is larger than one acre encompassing at least two buildings in a commercial area Criteria for the use of a corporate street name are:
a. The Planning Board shall review specific street names making street name recommendations to the City Council. The City Council will make the final decision to approve the use of a particular street name ensuring that it is appropriate and that it would not compromise the City s ability to provide swift emergency response.
b. The roadway to be named must be developed as a street. The street to be named must be full radius return and be acceptable as a street under City design standards for sidewalks curbs and intersection configuration.
c. The street to be named must be located in an area of the City designated in the General Plan as Community Commercial Office Business Park Mixed Use or General Industry on corporate property greater than one acre in size with two or more corporate buildings on site.
d. The name to be used must be distinct from all other street names used in the City of Alameda to eliminate possible confusion during an emergency response.
e. The only buildings to be addressed from the named street which is under the full control of said corporation shall be those which are owned or leased long term and are used for the operation of the corporation for which the street is named. In general buildings shall be addressed from the street which they face main entrance. All addressing must be approved by the City’s Building Official. f. To aid in emergency response the type and location of all street signs used on the street shall meet City standards and specifications. All street signs shall be installed and maintained by the property owner of record.
g. In the event of the disappearance of the corporation for which the street is named the street name shall remain in force until such time as the new property owner of record takes all necessary actions to rename the street subject to the approval of the Planning Board and City Council.

All costs associated with renaming such a street shall be borne by the new property owner of record including the payment of all appropriate processing fees under the Master Fee Resolution.

May 17, 2016 - Council Resolution 15148 4
h. The street to be named shall otherwise comply with the City’s street naming regulations as set out in AMC Section 13-25 and this Street Naming Policy.

NAMING STREETS:

General Considerations forNaming Streets:

1. Priority shall be given to utilizing street names that represent persons, places or events associated with the historical development ofthe City of Alameda.

2. Where feasible and appropriate, historic street names shall be chosen which directly relate to that portion of the City in which the street to be named is located.

3. Consistency in naming shall be maintained within a Subdivision Tract, Planned Development, or other development or geographic area where street names themes currently exist, are planned or are discernible.

4. Street names shall remain the same across intersecting streets and throughout the length of the street.

5. The use of the same name but different suffices for adjacent streets shall be avoided, with the exception of a small court or cul-de-sac adjacent to a main road. For example, Brighton Court off Brighton Road.

6. A street name shall not intersect another street name at more than one location.

The use of circle or loop as a suffix is not encouraged except under limited, specificdesign situations.

7. Similarly spelled or pronounced street names shall be avoided within the City.

8. The number of letters in the street name, including suffix, shall not exceed twenty (20) characters and spaces in conformance with the 911 Emergency CommunicationCentersystem.

Designation:

1. In general, street names should include a suffix, such as those following, to clearly indicate that it is part of the vehicular circulation system and to minimize the possibility of confusion with development or project place names. Names lacking such suffice or ending in such words as Harbor, Isle, or Point are not encouraged, except to retain the continuity of established naming schemes. Names utilizing terms from other languages such as Embarcadero, Camino, Via and other non-typical names shall be considered individually for appropriateness, merit, and general conformance to this policy.

May 17, 2016 - Council Resolution 15148 5

2. Cul-de-sac or short dead-end streets:
a. Court
b. Place
c. Terrace
d. Square

3. Short connecting streets generally less than 1,000 feet in length:
a. Lane

4. Curvilinear streets, generally through or connecting and of higher capacity:
a. Drive
b. Way
c. Parkway
d. Boulevard

5. Street running diagonally to an established grid system:
a. Road
b. Way

6. Generally north-south grid streets:
a. Street

7. Generally east-west streets:
a. Avenue
D) Renaming City Property, Facilities and Streets
Should the City contemplate renaming a City property or facility, a comprehensive study shall be conducted to determine how the existing name was conceived, including an assessment of the impacts to the original honoree on renaming the facility, and the impact on the adjacent neighborhoods should the property be renamed. The appropriate Board or Commission shall review the study prior to making a recommendation to the City Council. At that time, it will be at the discretion of the City Council whether or not to rename a City property or facility.

Any change to an existing street name, which would affect the addressing of any existing business or residence, shall require City Council in addition to Planning Board approval.

CURRENT

CITY OF SAN DIEGO, CALIFORNIA

COUNCIL POLICY
SUBJECT: NAMING OF CITY ASSETS

POLICY NO.: 900-20
EFFECTIVE DATE: April 13, 2017
BACKGROUND:

The City, through its departments, and advisory boards and commissions, has followed a number of processes/policies for naming or renaming its parks, libraries and other City Assets.

Generally, these policies provide for the naming or renaming requests based on (1) the location of the City Asset, (2) the identity of an individual of historical significance to the local area, or (3) the identity of an individual or entity whose contributions to the City and/or the community supports the request. From time to time, the City has also named City Assets after a person or entity who has provided significant financial support for the City Asset being named.

The City wishes to replace any existing naming or renaming policies with one comprehensive citywide policy, as follows:

PURPOSE:

The purpose of this policy is to establish uniform guidelines for naming and renaming of City Assets.

This policy outlines the criteria, conditions, and procedures that govern naming and renaming of City Assets in order to maintain their integrity, to encourage philanthropic giving while acknowledging public investments, and to safeguard against unwanted commercialization of City Assets.

This policy does not apply to:

1. Marketing Partnerships entered into under Council Policy 000-40, except that consideration should be given to Guiding Principles, Section C (Funding Criteria) below in regards to them;

2. The naming of public streets addressed in Chapter 12, Article 5, Division 11 of the San Diego Municipal Code (SDMC);

CP-900-20

Attachment C

CURRENT

CITY OF SAN DIEGO, CALIFORNIA

COUNCIL POLICY

3. Artworks, which are exempt from this Council Policy. Artworks are defined and governed by San Diego Municipal Code 26.0701 et seq.;

4. Public safety-related City Assets ;

5. Council Policy 100-02 (Donation Acceptance);

6. Donor Acknowledgement; and

7. Council Policy 200-10 (Honorary Street Names).

DEFINITIONS
For the purpose of this policy, the following definitions apply:

Board: Board as recognized by the San Diego Municipal Code (SDMC) and/or City Charter.

City Assets: Tangible or intangible items of value that are owned or created by the City, including but not limited to both City facilities and leaseholds that do not succeed 35 years and/or that confer ownership rights by agreement. This definition does not include Artworks, which are city assets under San Diego Municipal Code 26.0701 et seq.

City Facility (included in City Assets): Any part of real property or structure owned by the City or for which naming rights are conferred by agreement, including, but not limited to

parks, libraries, Recreational Facilities buildings, parking facilities, interior or ancillary features that are a part of, or within, a larger facility and other City facilities.

City Sponsored or Recognized Support Group: May include, but is not limited to: recreation councils, “friends of” organizations, Community Planning Groups, town councils, or similar entities.

Commission: Commission as recognized by the SDMC and/or City Charter; Department Director: Appointed director of the department that owns the City Asset eligible for naming or renaming. The director may assign this responsibility to other department staff within their delegation of authority.

CP-900-20

Attachment C

CURRENT

CITY OF SAN DIEGO, CALIFORNIA

COUNCIL POLICY
Donation or gift: A monetary (cash) contribution, endowments, personal property, real property, financial securities, equipment, in-kind goods or services, or any other City Asset that the City has accepted and for which the donor has not received any goods or services in return. For purposes of this Council Policy, the terms “donation” and “gift” shall be synonymous.

Donor: A person or other legal entity that proposes or provides a donation to the City.

Donor Acknowledgement: Excluding naming, donor acknowledgement is permanent writing on plaques, walls, stone carvings, pavers, bricks, electronic display, or interpretive signs that are temporary or permanent and are used to recognize the financial contribution of a donor.

Funding: Financial or in-kind resource to provide funding that might result in naming or renaming.

Funding Source: The source of funding which can include individuals, nonprofit

organizations, and for-profit entities.

Naming: The selection and approval by the City for the initial naming of a City Asset other than streets within the public right of way.

Non-profit Organization: A corporation or an association that conducts business for the benefit

of the general public without shareholders and without a profit motive.

Recreational Facility (included in City Assets): Major structures such as community centers, aquatic facilities, picnic shelters/pavilions, athletic courts, and fields.

Renaming: The selection and approval by the City for a new name of an existing City Asset other than streets within the public right of way.

Sign Ordinance: The City’s sign regulations contained in SDMC §§ 142.1201 – 142.1292.

POLICY:

The policy of the City is to reserve naming or renaming of City Assets for circumstances that will best serve the City’s interests and ensure a worthy and enduring legacy for the City. To this end, the City supports naming or renaming requests within the following broad categories:

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1. Location. As a general policy, a name should assist the public in identifying its location. The City shall first consider the name of the community area, the names of nearby geographic features, and the names of adjacent schools and streets when it is considering a naming/renaming request.

2. Significant Events, People, and Places. The history of a major event, place, or person may play an important role to preserve and honor a community’s history, landmarks, or prominent geographical features. The City may name a City Asset for a major event, place, or person of social, cultural or historical significance to the local area when the City Asset is associated with or located near the events, people, or places of social, cultural or historical significance. The relationship of the event, person, or place to the City Asset must be demonstrated through research and documentation.

3. Outstanding Individuals. This category is designed to acknowledge individuals who

have made substantial contributions to benefit the City, local community, park and

recreation system, or public library. Naming or renaming a City Asset for an

outstanding individual is encouraged for those person’s whose significance and good

reputation have been accepted in the community, City and/or State/National history. If

it is not appropriate to name the larger City Asset after an individual, then naming or

renaming can be subordinate to the name of the larger City Asset or the City may

name an area or portion of the City Asset after an individual, including but not limited

to a meeting room, structure, fountain, or garden.

In considering the naming or renaming of a City Asset after an individual, priority will be given to those who made a sustained and lasting contribution to:
a. The City of San Diego
b. The State of California
c. The United States of America

4. Major Donations . The City has benefited from the generosity of residents, organizations, and businesses. The significance of funding may warrant acknowledging the funding source through naming or renaming. a. The threshold for naming or renaming a City Asset for an individual, organization, or business when funding is involved should include a donation agreement and one or more of the following:

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i. A significant contribution towards the capital construction costs of the structure;
ii. A deed to the City of land for the majority of the City Asset by the donor; and/or
iii. A twenty-year endowment for the continued maintenance and operations of the City Asset.
b. Donors seeking naming or renaming rights for major donations with respect to an individual should use the guidelines for Outstanding Individuals above.

GUIDING PRINCIPLES
A. General Provisions

1. In considering proposals for the naming or renaming of a City Asset, the City will consider whether the proposed name will:
a. Engender a strong positive image consistent with the City’s goals and values; b. Be appropriate relative to the City Asset’s location and/or history; c. Incorporate the assigned historic name if the City Asset is a designated historical resource listed on the local, State, or National Register of historic resources;
d. Have historical, cultural, or social significance for future generations; e. Commemorate places, people, or events that are of continued importance to the City, community, region, or state;
f. Have symbolic value that transcends its ordinary meaning or use and enhances the character and identity of the City Asset;
g. Have broad public support; and
h. Not result in the excessive commercialization of the City Asset.

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2. The City will not permit corporate logos, insignias, or advertising slogans in a

permanent naming or renaming of a City facility.

3. A park or library’s official documented name should not include the name of a corporation or business. If an organization or foundation’s name consists of one or more individuals’ names, then the guidelines for Outstanding Individual naming should be utilized.

4. When considering the naming or renaming of a City Asset (excluding official documented names of parks and libraries) that includes a business name, naming or renaming must be for a defined contractual period of time with regard to the life of the City Asset.

5. All related signage shall complywith the Sign Ordinance.

6. The City shall retain full editorial control over all related signage subject to the Sign Ordinance and adhere to the below criteria.
a. Any physical form of on-site recognition shall not interfere with visitor use or routine operations.
b. The form of any on-site recognition shall:
i. Be of appropriate size and color within the design scheme of the facility;
ii. Not dominate the sign in terms of scale or color;
iii. Not detract from surroundings or any interpretive messages; and iv. Be subject to review and approval by the Department Director.

B. Funding Acceptance Criteria. The City may not accept funding as part of a naming or renaming proposal that would create any conflict of interest, as set forth in the City’s

Ethics Ordinance (Chapter 2, Article 7, Division 35 of the SDMC) and the Fair Political

Practices Commission regulations (Title 2 of the California Code of Regulations,

sections 18110 – 18997). The following principles form the basis of the City’s consideration of naming or renaming proposals based on funding of a City Asset:

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1. The mission of a Funding Source must not compete, impair or conflict with the policies, goals or operations of the City;

2. The funding source must provide a desirable association according to the Guiding

Principles under this Policy; and

3. Naming or renaming rights offered are commensurate with the relative value of the funding.

PROCEDURES
A. Naming or Renaming Application Process

1. Applicants and proposers (including City Sponsored and/or City Recognized Support Groups) shall submit their naming or renaming proposal to the Department Director depending on asset type.

2. If applicant’s proposal follows the intent of this Council Policy, the Department Director shall make a proposal in writing for naming or renaming of a City Asset as follows:
a. For library facilities, the Department Director will make the proposal to the Board of Library Commissioners.

b. For parks and recreational facilities, the Department Director will make the proposal to the Park and Recreation Board.
c. For other City Assets, the Department Director will make the proposal to the appropriate Deputy Chief Operating Officer for the City Facility for which the naming or renaming is proposed.
d. Other City staff may review and provide input on the proposal for naming or renaming.

3. Written proposals must, at a minimum, include the following information:
a. The proposed name;
b. Reasons for the proposed name, including a discussion of the criteria identified in this policy;
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c. The amount of the donation or funding provided for the City Asset, if applicable;
d. Written documentation outlining community support for the proposed name; and
e. If proposing to rename a City Asset, justification for changing an established name.

B. Naming and Renaming Review Process

1. Upon receipt of a naming or renaming proposal for any City Asset, the Department Director reviewing the naming or renaming proposal shall consider the following items in the review, including but not limited to, the following:
a. Submit the proposal to appropriate City historical staff to review the

California Historic Resources Inventory Database (CHRID) to determine if the City Asset is a Designated Historical Resources with an assigned historic name;
b. Ensure that supporting information has been authenticated; c. If the City Asset is a Designated Historical resource listed on the local, State or

National Register of Historic Places, any on-site recognition shall comply with

the U.S. Secretary of the Interior’s Standards for the Treatment of Historic

Properties and shall be reviewed and approved by the City’s Historical Resources

staff according to those standards;

d. Ensure compliance with Charter section 225 (Mandatory Disclosure of Business Interests);
e. Consider the impact of the naming or renaming to the community; and f. Consider the cost of implementation and signage, and identify the funding to cover such costs.

2. The Department Director will submit the proposal to the City Attorney’s Office for legal review of the following issues that include, but are not limited to:

a. Ownership rights, by agreement or by law; and
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b. Adherence to City policies, such as the San Diego Charter and SDMC, as well as any local, state, or federal regulation.

3. For all City Assets other than a library or park that do not involve funding, the Department Director will submit a recommendation to the Assistant Chief Operating Officer, Chief Financial Officer, or Deputy Chief Operating Officer as appropriate for review. The Department Director will submit the proposal for final approval of naming or renaming to the Chief Operating Officer. Prior to approval, City staff will notify the applicable Council District(s) and publish a notice with 30 days for comments by the public that will be taken into consideration by the Department Director following the process outlined herein.

If a naming or renaming request is for a library or park and does not involve funding, then the Department Director will advise the applicable board or commission who will invite comments from relevant community groups or associations.

C. The City, in its sole discretion, may:

1. Reject naming or renaming proposals or remove existing naming that portray or include depictions, words, or phrases that the City reasonably deems to be harmful, controversial or otherwise do not support the guiding principles stated in this

policy; and

2. Reserve the right to rename any City Asset for any reason, for instance if the resident, organization, or business for which it is named turns out to be disreputable, becomes disreputable or does not otherwise support the Guiding

Principles set forth in this Policy.

FUNDRAISING GUIDELINES
From time to time, the City may receive offers for outside support groups to identify donors to fundraise for specific City Assets in exchange for naming rights. City Sponsored or Recognized Support Groups intending to fundraise (excluding Donor Acknowledgement programs) for multiple naming rights or major projects must take the following steps:

1. Develop recommendations for naming opportunities with gift levels prior to receiving gifts and offering naming rights to prospective donors.

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