REPORT TO COUNCIL
SUBJECT
Title
Award of Contract for Waste Reduction Behavior Change Strategies (F15-95)
Report
REPORT IN BRIEF
Approval is requested to award a contract in the amount of $199,945 to Action Research of Oceanside for consultant services to implement a comprehensive program which increases awareness and changes behaviors to reduce waste, litter, energy use and Greenhouse Gas (GHG) emissions for the Environmental Services Department (ESD). Approval is also requested for a 5% contract contingency in the amount of $10,000.
EXISTING POLICY
Consistent with the provisions of Chapter 2.08 of the Sunnyvale Municipal Code, consultant services contracts are awarded pursuant to a Request for Proposals (RFP) process, unless otherwise exempt from the competitive bidding.
ENVIRONMENTAL REVIEW
The award of a contract for professional services to develop and implement a program for modifying waste reduction behavior is not a project within the meaning of the California Environmental Quality Act (CEQA) because it concerns administrative and organizational activities and does not itself directly impact the physical environment. (CEQA Guideline Section 15378(b).)
BACKGROUND AND DISCUSSION
Since 2008, the City has taken a number of actions to comprehensively encourage residents, businesses and agencies to reduce waste, litter, energy use and GHG emissions. These include, but are not limited to the adoption of a Zero Waste Policy (2008), Waste Characterization Study (2012), Zero Waste Strategic Plan (ZWSP) in 2013, and a Climate Action Plan (CAP) in 2014 to reduce Greenhouse Gas GHG) emissions. Many of the actions are in response to, or required by, federal and state laws and regulations. Some key program goals include:
• Meeting the Council-approved Zero Waste goal of 90% in 15 years
• Implementing multiple Greenhouse Gas Emission reduction strategies adopted as part of the Climate Action Plan (CAP)
• Reduce litter entering the City’s storm drainage system by 100% by 2022
Reaching these goals will require a comprehensive program to:
• Train City staff in developing and deploying behavior changes strategies through the use of Community Based Social Marketing (CBSM)
• Implement a 3-5 year outreach/messaging strategy which considers Sunnyvale population and other demographics
• Develop a branded look for all City environmental programs, in alignment with the city brand, including Zero Waste, Climate Action, Sustainability, Water Conservation, and Watershed Protection.
ESD is made up of four divisions: Solid Waste, Water and Sewer, Water Pollution Control Plant, and Regulatory Programs. These divisions provide unique services, but because environmental goals and objectives interrelate, and some key messaging targets the same audiences, the divisions also work cooperatively on outreach and education programs and activities. As staff considers the multitude of new ESD programs driven by regulations, Council direction, and the desire to create a sustainable, thriving community, assistance is needed to coordinate and plan outreach strategies. The Council has expressed on many occasions the importance of effective outreach and education in delivering environmental programs where behavior change is a critical element needed for success. Award of this contract will provide the necessary expertise and capabilities to meet Council desires and expectations.
In support of these efforts, a Request for Proposals (RFP) was distributed to five known firms and posted on the City’s public procurement network. Ten firms requested the RFP documents. Three responsive proposals were received on July 22 by Action Research, S. Groner & Associates (SGA) and Green Ideas LLC, with pricing ranging from $180,000 to $297,000.
Proposals were reviewed by an evaluation team consisting of the staff from multiple ESD Divisions. The firms were evaluated on depth of project team experience, project understanding, proposed methodology and management plan, and overall value. Action Research was unanimously selected as the highest ranked proposer due to their research-based approaches and extensive experience in developing and delivering CBSM at the community level (not only is the firm considered a pioneer in this field, they are also partnering with the founder of the practice).
The CBSM program that staff will implement with the assistance of Action Research will focus on ways to remove barriers to participate in waste reduction activities through piloting and small-scale testing. This will enable staff to gain insights and refine strategies prior to implementing them on a citywide scale.
FISCAL IMPACT
Total contract costs are $209,945, including $199,945 to development and implement the program, and a contingency of $10,000.
Budgeted funds are available in Capital Projects 830910 (Zero Waste Strategic Plan) and 831290 (Climate Action Plan Implementation), and operating program 366 (Regulatory Programs).
PUBLIC CONTACT
Public contact was made by posting the Council agenda on the City's official-notice bulletin board outside City Hall, at the Sunnyvale Senior Center, Community Center and Department of Public Safety; and by making the agenda and report available at the Sunnyvale Public Library, the Office of the City Clerk and on the City's website.
RECOMMENDATION
Recommendation
1) Award a contract in the amount of $199,945 to Action Research to develop and implement a comprehensive behavior change program, in substantially the same form as the attached draft consultant services agreement; and 2) approve a 5% contract contingency in the amount of $10,000.
Staff
Prepared by: Pete Gonda, Purchasing Officer
Reviewed by: Grace K. Leung, Director, Finance
Reviewed by: Jane Chambers, Interim Assistant City Manager
Approved by: Kent Steffens, Assistant City Manager
for Deanna J. Santana, City Manager
ATTACHMENT
1. Draft Consultant Services Agreement