RPVCCA_CC_SR_2012_10_16_04_Adopt_a_MedianCrrvOF
MEMORANDUM
TO:
FROM:
DATE:.
SUBJECT:
REVIEWED:
HONORABLE MAYOR &CITY COUNCIL MEMBERS
JAMES HENDRICKSON,INTERIM DIRECTOR OF PUBLIC
WORKS
OCTOBER 16,2012
"ADOPT A MEDIAN"PROGRAM
CAROLYN LEHR,CITY MANAGEREi).(cr c,,\...
Project Managers:Nicole Jules,Sr.Engineer \0 0 ~
Lauren Ramezani,Sr.Administrative Analyst 1\J\-
RECOMMENDATION
Approve the proposed "Adopt a Median"Program and direct staff to initiate the
implementation process.
BACKGROUND
During the process of working with the Council's Beautification sub-committee,discussions
ensued about the future improvements of the City's medians and rights-of-way.Although
median improvement projects are funded bi-annually through the Capital Improvement
Program (CIP),the funding levels are not enough to adequately improve all the City's
medians and rights-of-way.
In an informal conversation with the City Manager,Councilman Duhovic mentioned his
.familiarity with an Adopt-A-Median (AAM)program on the east coast whereby the
community could contribute towards the cost of improving and/or maintaining medians.
Staff researched the program and found that many states across the nation,including
California,have community-oriented programs with the goal of beautifying or enhancing
their medians,roads,parks and/or public rights of way (ROW)areas.These programs are
typically known as "Adopt a Median","Adopt a Road"or "Adopt a Spot."Caltrans is one
agency that has implemented a successful "Adopt a Highway"program for over a decade.
Other agencies with similar programs include the cities of Los Angeles,Clovis and Grass
Valley and the counties of Santa Barbara and Alameda.Cities in other states that have
comparable programs include Boulder,Colorado;Newark,New Jersey;and,Santa Fe,
New Mexico.
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DISCUSSION
Some residents and business owners have expressed interest in helping beautify some of
the City's medians by contributing donations towards the cost of a budgeted right-of-way
improvement project,or towards a section of the right-of-way adjacent to their area of
interest.The proposed AAM program is designed to allow those partnership opportunities
with local businesses,organizations,community groups,families and/or individuals
(donors).The AAM could be a mutually beneficial program where the City could enhance
the beauty of an area,help prevent potential pollutants from entering our waterways,and
the community would enjoy the improved aesthetics of the area.
AAM Program
The Adopt-A-Median (AAM)program offers two ways in which the community can partner
with the City to help beautify our rights-of-way.The two sub:poograms are:
1.Support RPV Streets -This is a one-time monetary donation opportunity in which the
donor contributes money towards a budgeted or pre-programmed median improvement
(not maintenance).The City determines the location where the funds will be spent.
The City could use such donations to leverage or extend the scope of the planned CIP
funded median improvement projects.
2.Adopt-A-Spot-This is a pilot program,where an annual monetary commitment
opportunity will go towards the continued maintenance of specific area,or enhancing
the maintenance of an area.The donor determines the location in this case.For
example,in FY 12-13,$340,000 is budgeted for median maintenance which includes
landscaping,weed abatement and water/utility costs.From the $340,000,
approximately $200,000 is funded by the Recycling Fund and the remaining $140,000
is funded by the General Fund.Donors could help offset these growing median
maintenance costs.
A donor can specify which sub-program of the AAM program they would like to participate
in.Staff is recommending approval of the AAM program,inclusive of the two sub-
programs,as a mechanism to leverage the cost of improving and offset the cost of
maintaining our rights-of-way.
Program Guidelines
Staff aims to keep the program guidelines simple to minimize administration costs.The
AAM program utilizes monetary donations only.All funds collected would be used towards
the cost of a budgeted median improvement ($upport RPV $treets),or on-going
maintenance of a specific location (Adopt A Spot).All work will be performed by City crews
within the public right of way.The guidelines will explain where donated funds would/could
be applied,as well as methods of recognizing the financial contribution.The draft program
guidelines are included as an attachment to this report.
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The AAM program is a financial contribution program only.Volunteer services and labor
could be utilized under a more suitable program,"Partners",which is discussed in a
separate staff report on this evening's agenda.However,since Adopt A Spot is a pilot
program,staff could evaluate viable exceptions on a case-by-case basis as part of future
iterations of the program.
Donation Amounts
Monetary donations of any amount could be welcome,however,staff recommends a
minimum donation level $100 to assure that the actual donation amounts are more than
the administrative cost of accepting,processing and recognizing such donations.Donors
would be required to sign a sponsorship/donation agreement specifying their donation
amount,or their continued commitment to the maintenance of a spot.
Donor Recognition
Recognition for contributions may be provided in several ways,including media releases,
certificates of appreciation,a courtesy sign in the median baring the name of the
contributor,and/or Mayor's Announcements.
Bronze Donor -monetary contributions between $100 and $499.
Bronze Recognition -could include certificate of appreciation,acknowledgement in
the City's newsletter and Mayor's Announcement.
Silver Donor -monetary contributions between $500 and $999
Silver Recognition -could include certificate of appreciation,acknowledgement in
the City's newsletter,Mayor's Announcement and recognition sign (small font).
Gold Donor -monetary contribution between $1,000 and $2,499
Gold Recognition -could include certificate of appreciation,acknowledgement in
City's newsletter,Mayor's Announcement,press release in PV News,Channel 33
PSA and recognition sign (medium font).
Platinum Donor -monetary contribution of $2,500 and above
Platinum Recognition -could include certificate of appreciation,acknowledgement
in City's newsletter,Mayor's announcement,press release in PV News,Channel 33
PSA,and a recognition sign (large center font).
To avoid a proliferation of City signs,the sign would be placed in the median during the six-
month establishment period only and would include silver,gold and platinum donors.
Program Specifics
Staff proposes to keep the AAM program simple.This would assist staff at focusing its
efforts and reducing the City's project administration time and costs.More importantly,it
allows the City to improve medians on a methodical,systematic and phased basis.
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Donations to $Upport RPV $treets would be restricted to medians and right-of-way
improvements for which work is already budgeted (in design,in the bid process,or about to
commence construction).Donors to $upport RPV $treets would not be able to earmark
their donation for a different location,or a project that is currently under construction or
completed.
Staff recommends the first AAM ($upport RPV $treets)site to be the median
improvements scheduled for Palos Verdes Drive West from Rue Beaupre to the City's
limits with Palos Verdes Estates.This median improvement project,budgeted in FY 10-11
at $500,000,is currently in design and is anticipated to go out to bid in November,2012.
At the conclusion of this project,staff would begin the process of soliciting donations for the
next median project,Hawthorne Blvd from Via Rivera to Civic Center entrance,which is
budgeted for FY 12-13.Similarly,future projects would correspond to the medians and
right-of-way improvements identified in the City's 5-year Capital Improvement Plan (CIP).
Alternatively,Adopt a Spot sub-program provides the opportunity for a donor to commit
funds annually (or for a specific period of time)towards the maintenance of a preferred
existing location or a newly completed project location.
Adopt A Spot Program Variation
Staff proposes this program as a pilot,allowing staff the opportunity to evaluate donors'
interest levels.For example,if a donor wants to significantly underwrite a spot and provide
either substantial monetary or labor and material,the City will evaluate that request on a
case-by-case basis.
Program Costs
It is anticipated that the major program costs would be associated with staff time
administering the program.Some administrative tasks include:
•Public outreach (website,list-serve notifications,PSA's,billing inserts,Chamber of
Commerce meetings and e-blasts,City newsletter,banners);
•Answering inquires,processing donations,and preparing appropriate
acknowledgements;
•Sign procurement -designing,ordering and installing (and later removing)a
recognition sign.This would apply if the donation threshold is met.
CONCLUSION
If the program guidelines are approved,staff can begin the outreach for the AAM program
within 1-2 months.The Support of Streets would support median improvements programs.
While the Adopt a Spot would help offset median maintenance costs,or enhance a specific
median maintenance activities.
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Finally,once the initial median improvement project is underway,staff would be able to
evaluate the AAM program and then recommend changes and/or enhancements moving
forward.
ALTERNATIVES
1.The City Council could not approve the proposed AAM program and continue with
the current method of funding median/right-of-way improvements and maintenance.
This alternative would result in no change to the median improvement program.
2.Staff could incorporate suggested changes to the proposed program by the City
Council and implement the AAM program as directed.
3.The City Council could approve one of the sub-programs.
FISCAL IMPACT
There would be staff administration time to advertise the program,answer inquiries,collect
and track donations,prepare acknowledgements and procure the recognition sign.
Donations received would allow the City to leverage its median beautification efforts by
providing a new supplemental revenue source for this program.The exact costs of the
program and amount of donations received would depend on the level of public interest
and participation and thus cannot be determined at this time.'
Attachment:AAM Program Guidelines
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Adopt-A-Median
Program Guidelines
Rancho Palos Verdes the Beautiful!
The City of Rancho Palos Verdes'Adopt-A-Median (AAM)program aims at beautifying,
revitalizing and maintaining the City's medians and public rights of way through a
partnership program.In addition to the aesthetic benefits of an enhanced more
beautiful City,participants help to prevent potential pollutants from entering our
waterways and help to reduce maintenance costs through financial contributions.The
City is inviting local businesses,organizations,community groups,families and
individuals (Donors)to make a difference and give back to the community.
The AAM program provides a great opportunity to promote civic participation,
community pride and organizational camaraderie.While the AAM program is not
intended to be a forum for public advertising,a pre-apptoved standard courtesy
recognition sign will erected for a limited time.
The AAM program offers two ways in which the community.can partner with the City to
help beautify the City's rights-of-way.The two sub-programs are Support RPV Streets
($upport RPV Streets)and Adopt-A-Spot.
~port RPV Streets
Participants
•Includes any individuals,businesses,corporations and organizations willing to
contribute monetary gifts towards the cost of right of way improvements.
Sponsorship Information
•Location of work is pre-determined by City through the Capital Improvement
Program (CIP)
o City will systematically (phased basis)improve medians.Prioritization of
locations is determined by City Council during the budget process and
approval of the City's 5-year CIP.
o Donations/sponsorship funds will go towards a specific and budgeted
project.Solicitation for future sponsors will be announced at a later date.
•Sign Sponsorship/Donation Agreement
Financial Contribution
•Minimum of $100 donation accepted.
•Monetary donations (check,cash or credit card)only.In-kind donations (plant,
labor or material)are not accepted under this program.
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Recognition
•Recognition activities will depend on the sponsorship level.
o Bronze
•$100-$499 donation
•Mayor's Announcement &Acknowledgement in City Newsletter
o Silver
•$500-$999 donation
•Bronze Level recognition plus Certificate signed by Mayor,and site
sign acknowledgement (small font)
o Gold
•$1,000-$2,499 donation
•Silver level recognition plus Press release in PV News
•Channel 33 PSA,and site sign acknowledgement (medium font).
o Platinum (Major Donor)
•$2,500 and over donation
•Gold level recognition plus site sign acknowledgement (large font)
•For donations over $500,recognition in the form of a City-provided site sign will
be displayed in the median during the median planting establishment period
(generally 6 months),or as determined by the Director of Public Works after
landscaping establishment period is complete.
Note:Donations may be tax deductable.Please check with your tax preparer.
Pilot Adopt a 81m!
This customized pilot program aims at preserving,maintaining and revitalizing a specific
section of the City's public rights of way.This public/private partnership is lead by the
requesting local businesses,organizations,and community groups (Donor)with support
and direction by the City staff.
.Project Information*
•Location and nature of the work to be determined by the donor
•Project should enhance or maintain an existing public improvement
•Project is not for new improvements or construction
•Donor pays for the cost of the project and/or the on-going maintenance
•Work to be performed by City work force
•Non-monetary donations (plants,materials,etc)accepted on a case-by-case
basis.
*Any exceptions would be evaluated by staff on a case-by-case basis.
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Project Sponsorship
•Submit written request
•Meet and discuss scope of work with Public Works staff
•Sign Sponsorship/Donation Agreement and pay deposit
Project Approval Steps
•Staff reviews project scope for:
o Feasibility
o Cost effectiveness
o Viability
o Benefit to City residents and/or business customers
o Sustainability
•Staff's preliminary approved projects to be submitted·toCity Council for final
approval (large donations)
Recognition
•Length and nature of recognition,including a temporary sign or a banner to be
determined by the Director of Public Works.
Details
•Additional program details provided upon receipt of adoption request
Note:Donations may be tax deductable.Please check with your tax pre parer.
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