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City of Santa Ana | First Street Multimodal Boulevard Study
<br />RFP NO. 25-029 | B. Services Provided
<br />05
<br />To facilitate effective and timely feedback, we will allocate a budget to
<br />compensate these Community Working Group participants for their
<br />expertise, time, and involvement. Community Working Group organizations
<br />that provide translation/interpretation support and/or services will have
<br />those skills and labor factored into their organization’s compensation
<br />structure. Potential members of the Community Working Group, which
<br />will be determined with collaboration with the City, may include Santa Ana
<br />Active Streets, Casa de la Familia, Orange County Communities Organized
<br />for Responsible Development (OCCORD), Latino Health Access, Love Santa
<br />Ana Initiative, The Bicycle Tree Multi-Ethnic Collaborative of Community
<br />Agencies (MECCA), Boys and Girls Club of Santa Ana, and Santa Ana
<br />Collaborative for Responsible Development.
<br />3.1.2 Neighborhood Groups
<br />While the Project spans through wards 2, 3, 5, and 6, it’s impact is expected
<br />to benefit all wards and surrounding neighborhoods. In addition to quarterly
<br />stakeholder meetings, HDR will engage with residents in all six wards and
<br />ten adjacent neighborhood associations to provide information about the
<br />Project, emphasize its importance, address community concerns, and
<br />incorporate their vision into the concepts and options when selecting the
<br />locally preferred alternative. We will collaborate with councilmember offices
<br />to coordinate meetings and provide updates.
<br />We anticipate conducting two rounds of meetings with each ward and
<br />neighborhood association, totaling up to 32 meetings in outreach phases
<br />1 and 2. HDR will begin scheduling these meetings before the conceptual
<br />planning phase, prepare meeting materials and agendas, and document
<br />meeting minutes.
<br />3.1.3 City Council
<br />HDR recommends meeting with City Council at project onset to discuss the
<br />vision and goals for the corridor, confirm support for reducing lanes, and
<br />informing the council of the integrated outreach and concept development
<br />plan. While the RFP calls for one presentation to City Council, the HDR
<br />team recommends up to six total touchpoints with City Council. Updates to
<br />City Council can be provided by City staff or HDR Project Manager Dawn
<br />Wilson and will align with key decision points in the concept development
<br />process, including: project kick-off; recommendation of a locally preferred
<br />alternative (December 2025); feasibility study findings and environmental
<br />documentation; regular design deliverable updates; and project closeout.
<br />The HDR team will provide City staff and other personnel with the
<br />necessary information, data, tools, and talking points to deliver clear and
<br />concise briefings.
<br />3.2 Website, Social Media and Surveys
<br />HDR will work collaboratively with the City to provide information through
<br />digital platforms, which will enable community members to track project
<br />progress, offer feedback, and share details with friends and neighbors.
<br />Our Community Analytics profile notes high smartphone ownership and
<br />significant Spanish language digital use around the corridor, and we are
<br />prepared to align our digital strategy with these community characteristics.
<br />All materials and content described below will be made available in English,
<br />Spanish, and Vietnamese, including automated translation features for the
<br />website and traditional assistance from bilingual staff when applicable,
<br />especially on social media artwork, captions, and surveys to address
<br />cultural sensitivity. While HDR has the capability of providing these
<br />language services in-house, Community Working Group participants may
<br />provide compensated language services as well. HDR can also recommend
<br />additional translation/interpretation vendors if needed.
<br />3.2.1 Project Website
<br />HDR recommends using ArcGIS StoryMaps as a website platform. This
<br />interactive platform integrates well with online surveys, mapping tools, and
<br />sharing alternatives, and comment and question submissions, to make it
<br />easier for community members to provide feedback.
<br />The HDR team will curate and upload relevant documents, renderings,
<br />maps, outreach materials, and other resources to keep the community
<br />informed and engaged through regular updates that reflect the latest
<br />project developments. HDR will work with the City on branding, digital
<br />requirements, and a project domain. Due to funding limitations, the website
<br />will be active for the Project’s duration; however, we can develop options for
<br />the City to maintain the website after the Project has concluded.
<br />3.2.2 Social Media
<br />HDR works with clients nationwide to build social media strategies that
<br />focus on the audience journey and diverse users similar to Santa Ana
<br />residents and stakeholders. HDR will work with the City’s public information
<br />team to develop a social media and community-focused information
<br />strategy for residents of Santa Ana, commuters, and visitors on the City’s
<br />Facebook page. Our Community Analytics analysis of the study area shows
<br />55% of households used Facebook and 48% used Instagram in the prior 30
<br />days. Content will focus on benefits of the Project, safety enhancements to
<br />bicyclists and pedestrians, multimodal opportunities, transit improvements,
<br />and other topics as determined and identified in the outreach strategy.
<br />Facebook advertising is a recommended strategy for the City to consider
<br />to help promote public engagement and increase online reach. The City’s
<br />Instagram page would also be used for sharing quick, up-to-date content.
<br />Once an overall social media strategy is established, HDR will develop
<br />monthly social media calendars, including proposed content and graphics.
<br />Topics will be determined from project meetings, communications plans,
<br />and ongoing communications with the City.
<br />3.2.3 Online Survey
<br />Within the website, HDR will develop an online survey that will integrate a
<br />geospatial data tool, allowing residents to share ideas and concerns about
<br />First Street such as pedestrian safety, green space, and traffic flow. Our
<br />focus will be on identifying key objectives, such as enhancing multimodal
<br />transportation, improving accessibility, and fostering community
<br />engagement. We will craft engaging survey questions aimed at gathering
<br />meaningful insights on the community’s priorities. Draft questions will be
<br />reviewed by the City and adjusted based on feedback.
<br />We will develop a comprehensive distribution strategy, utilizing the project
<br />website, email blasts, social media, partner toolkits, and geotargeted ads
<br />to effectively reach the community. In-person distribution at community
<br />events and throughout the study area will include QR codes for digital
<br />responses and printed surveys for increased accessibility.
<br />Following the data collection, our team will summarize and present the
<br />survey responses to the City, focusing on key trends and insights that
<br />emerge from the data. Our comprehensive approach to developing,
<br />implementing, and analyzing surveys provides an opportunity for all
<br />stakeholders to have their voices heard.
<br />An ArcGIS StoryMap website, similar to the one HDR created
<br />for the Omaha Streetcar project, can be used to share
<br />information and collect input using geospatial tools. Click the
<br />image above to visit the website.
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