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CITY OF SANTA ANA <br /> RFP NO.: 20-139 <br /> DESIGN, CONSTRUCTION,MAINTENANCE AND MANAGEMENT <br /> OF DIGITAL BILLBOARDS AND MANAGEMENT OF BUS SHELTERS AND STOPS <br /> SCOPE OF WORK <br /> INTRODUCTION AND BACKGROUND <br /> The City of Santa Ana("City" or"Santa Ana")is interested in generating new revenue from City-owned <br /> land parcels through the installation and operation of two-sided digital billboards along freeways and <br /> two-sided digital banners within the City. The land parcels available for the billboards are located along <br /> three freeways,namely,the Santa Ana(I-5)Freeway;the Garden Grove(SR-22)Freeway; and the Costa <br /> Mesa(SR-55)Freeway. For digital banners, the City is envisioning the installation and operation of four <br /> banners at four locations on major streets within Santa Ana. In addition to billboards and banners, the <br /> City is requesting that the Company provide continuous bus stop and bus shelter maintenance service <br /> and advertising to generate additional revenue. <br /> The City of Santa Ana Planning and Building Agency is in the process of updating the City's current <br /> Off-Premise Commercial Advertising Signs ("billboards") ordinance, last updated in 1987, to allow <br /> digital billboard displays adjacent to I-5, SR-22 and SR-55. The goal of the ordinance is to eliminate <br /> nonconforming billboards from the City,particularly in residential zones and other sensitive areas, allow <br /> the reconstruction of existing static billboards to digital billboards, and allow the construction of new <br /> digital billboards. <br /> DESCRIPTION OF WORK <br /> The work by the Company consists of the design, construction, maintenance and operation of digital <br /> billboards at freeway locations and digital banners within the City.In addition,the work consists of providing <br /> continuous bus shelter and bus stop maintenance service and advertising. Each of the three components of <br /> the work will be addressed below in a dedicated section. <br /> The City intends to contract with one company exclusively that specializes in outdoor advertising and not <br /> with multiple firms doing business as a joint venture. Where two or more firms desire to submit a single <br /> proposal in response to this RFP for work associated with the digital billboards,digital banners,bus shelters <br /> and bus stops,they should do so on a prime sub-consultant basis. <br /> 1. Digital Billboards <br /> a. Site Location <br /> The City has identified thirteen (13) City-owned sites as potential locations for the proposed digital <br /> billboards. A listing of the potential sites is included in ATTACHMENT 1: SCOPE OF WORKin the <br /> Appendix of this RFP. The selected locations for the billboards should ensure optimum return on <br /> investment and rapid results through an effective marketing strategy. <br /> The Company will be responsible for the evaluation of all potential sites for the freeway digital billboard <br /> locations. The evaluation and the determination shall not be limited to a determination of the sites with <br /> maximal revenue generating potential based on visibility along the freeway and dwell time near the <br /> City Council 24 — 22 1/18/2022 <br /> Page 1 of 18 <br />