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REPORT TO CITY COUNCIL
To: Honorable Mayor and Members of the City Council
From: Grant Yates, City Manager
Prepared By: Nicole Dailey, Senior Management Analyst
Date: May 10, 2016
SUBJECT: Agreement for Professional Services for Community Opinion Survey
Recommendation
Award an Agreement for Professional Services to True North Research, Inc. (True North) to
conduct a Community Opinion Survey and authorize the City Manager to execute the agreement
not to exceed $27,800, subject to minor modifications as approved by the City Attorney.
Background
This year, the City began its efforts to develop a long-term strategic plan called the Dream
Extreme 2040 Plan. The plan is expected to outline future projects and needs for the City over
the next 25 years in pursuit of achieving its vision to become the ultimate lake destination where
all can live, work and play, build futures and fulfill dreams.
As part of the City’s efforts to develop a long-term strategic plan, the City seeks to conduct a
Community Opinion Survey to gauge overall community satisfaction with City services and gather
opinions, perceptions and priorities about the City, its services and future plans and/or needs.
The results from the survey will provide critical information to assist the City in making sound,
strategic decisions in a variety of areas including prioritization, planning, performance
measurement, policymaking, community engagement and budgeting. The City plans to conduct
regular surveys every few years to set measurable benchmarks, establish strategic long-term
goals and regularly assess progress toward accomplishing these goals.
Discussion
On April 5, 2016, a Request for Qualifications (RFQ) was issued for qualified professional
research firms to design and implement a scientific community opinion survey on behalf of the
City. The deadline for submitting a proposal was April 25, 2016. A total of one (1) complete
proposal was received.
Based upon the proposal received, staff is recommending the selection of True North to
provide the following services to design and conduct a Community Opinion Survey, as
specified in the RFQ:
Agreement for Community Opinion Survey
May 10, 2016
Page 2 of 2
1. Coordinate with City officials to formulate survey questions and design the appropriate survey
instrument to gather accurate, objective and statistically reliable information.
2. Identify the optimal sampling methodology and sample size that will achieve scientifically valid
results. This includes identifying and developing the proposed sample list.
3. Recommend and implement the most appropriate data collection methodologies to arrive at
reliable results, e.g. telephone, social media, internet, etc.
4. Conduct the community survey using the appropriate sampling methodologies and survey
instruments.
5. Analyze the data and compile a comprehensive report outlining the survey methods, key
findings, comparisons to other similar municipalities, conclusions, recommendations and
other cross tabulations.
6. Develop and complete an oral presentation to the City Council of the key findings and
recommendations.
True North is highly qualified and has provided similar services to neighboring communities
including Temecula, Murrieta and Riverside. True North will provide a brief overview of the firm’s
research approach, survey methods and proposed timeline at the City Council meeting. True
North will work with staff and the City Council’s Dream Extreme Subcommittee to design the
survey. Once the survey is complete, the results will be analyzed and presented to the full City
Council.
The proposal submitted by True North is enclosed in Exhibit B. The proposed timeline for the
survey is approximately three (3) months. The term for the agreement is for one year not to exceed
$27,800. The Agreement for Professional Services is attached in Exhibit A.
Fiscal Impact
The proposed Agreement for Professional Services with True North is for an amount not to exceed
$27,800, which will be paid from FY2015/2016 City Manager Operations Budget as modified in
the approved FY2015-2016 Mid-Year Operating Budget.
Exhibits
Exhibit A: Agreement for Professional Services - True North Research
Exhibit B: Proposal submitted by True North Research