Agenda Item Wording:
title
Appropriate up to $50,000 for the Public Opinion Survey - Authorize the City Manager to award a contract to Fairbank, Maslin, Maullin, Metz & Associates to conduct a statistically valid survey of Visalia City residents for up to $50,000 and to appropriate the same amount from the General Fund for this survey.
body
Deadline for Action: 12/18/2023
Submitting Department: Administration
Contact Name and Phone Number: Jason Serpa, Public Works Manager, 713-4533, Leslie B. Caviglia, City Manager, 713-4332
Department Recommendation:
It is recommended that the Visalia City Council enter into a contract with Fairbank, Maslin, Maullin, Metz & Associates (FM3) for up to $50,000 to conduct a statistically valid survey as noted in the attached proposal, and to appropriate up to $50,000 from the General Fund.
Council previously indicated an interest in having a professional firm conduct a survey. While the Citizens Advisory Committee has done an admirable job for decades, the complexity of the issues facing a City the size of Visalia warrants a fresh approach to the questions being asked and a more strategic approach to conducting a survey that will be more representative of the entire community. Without sophisticated tools, data and resources, it is difficult to target and reach the appropriate households that will result in a survey that more closely reflects the demographics of the community.
FM3 has a proven track record with the City, assisting in the Measure N “Yes” vote estimates in 2015 and on other occasions in the past. FM3 has also been awarded a recent City contract for assisting in the potential cannabis sales tax measure for the 2024 general election.
Background Discussion:
The Citizens Advisory Committee, and City staff, previously recommended to the Visalia City Council that the City conduct a professional, statistically valid public opinion survey in the community. With the approach of the 2024-2026 budget considerations, it is believed that further information from the community would be valuable to the Council as it determines how to appropriate money for the coming two-year budget cycle. In light of the current back log in the Purchasing Division due to the number of State and Federal grants and American Rescue Plan Act (ARPA) projects that are currently being processed, the City Manager is recommending that a survey firm that has familiarity with the local demographics, and has worked with the City of Visalia, County of Tulare and several other jurisdictions in the County, be awarded a contract for this work to be conducted in early 2024.
Per the proposal attached, the survey would include:
*A 15-20 minute addressed-based Resident Satisfaction Survey
*Target 500 City of Visalia adult residents
*Be available in English and Spanish both online and by telephone
*Result in a margin of sampling error of +/-4.4 percentage points for the overall survey
* Utilize email, text, and (optional) postcard invitations (staff is recommending utilizing the optional postcard contact as explained below)
To develop the survey, FM3 will work closely with City Staff regarding the development of the survey based on historical results and the firm’s experience with other municipalities. A draft survey will also be provided to the Citizens Advisory Committee for feedback, and provided to the Council for comment. As per the proposal, the firm anticipates that “that the final survey may assess the perceived quality of life in the City, the job being done by City government and key departments, the importance of and satisfaction with City services and programs, the most serious issues facing the City (including views on public safety, the local economy, homelessness, housing, social and racial equity and inclusion, and other issues), residents’ priorities for the future, and if they feel their voice is being heard.”
To reach the specific household targeted for this survey, FM3 will develop email, text, and postcard invitations that will be tied to a specific address so that only one respondent per address can participate. (Email and text invitations will contain a unique link and postcard invitations will include a generic short link and a unique code.) The cost of including a postcard as part of this project is approximately an additional $2,300. Staff is recommending the postcard to ensure maximum outreach and participation of those randomly selected.
Upon completion of the survey, FM3 will compile a comprehensive set of cross-tabulated results. The cross-tabulated results will include a table for each question or demographic variable in the survey, with a series of up to 180 columns indicating how various subgroups of residents responded to that question. The cross-tabulated results will make it possible to detect how responses differ, if at all, among various subsets of the sample. Answers can be compared by many categories including gender; age, income, ethnicity/race, homeownership, household configuration, different areas of the city and other applicable subgroups.
FM3 will provide the data and summaries in written form including a complete set of cross-tabulated results, verbatim responses to any open-ended questions, a PowerPoint presentation report that includes an analysis of survey results, including a detailed report of topline and demographic results, key survey findings, conclusions and actionable recommendations.
Fiscal Impact:
This item would appropriate up to $50,000 from the General Fund for this project.
Prior Council Action: Council previously indicated an interest in having a professional, statistically valid survey conducted.
Other: N/A
Alternatives: Option #1- To not conduct a 2024 survey Option #2 - To ask the Citizens Advisory Committee to conduct the 2024 survey Option #3 - To go through a formal process to select a survey firm.
Recommended Motion (and Alternative Motions if expected):
recommendation
I move to award the 2024 survey contract to FM3 and appropriate up to $50,000 from the General Fund.
end
Environmental Assessment Status: N/A
CEQA Review: N/A
Attachments: Proposal from FM3