HomeMy WebLinkAbout25A - AGMT - MANAGEMENT OPTIONS AT SAZOOREQUEST FOR
COUNCIL ACTION
CITY COUNCIL MEETING DATE:
OCTOBER 17, 2011
TITLE:
AGREEMENT WITH SCHULTZ AND
WILLIAMS TO STUDY FUTURE
MANAGEMENT OPTIONS FOR THE SANTA
ANA ZOO AT PRENTICE PARK
CITY MANAGER
RECOMMENDED ACTION
CLERK OF COUNCIL USE ONLY:
APPROVED
? As Recommended
? As Amended
? Ordinance on 1st Reading
? Ordinance on 2nd Reading
? Implementing Resolution
? Set Public Hearing For_
CONTINUED TO
FILE NUMBER
Authorize the City Manager and Clerk of the Council to execute the attached agreement with
Schultz and Williams to provide a report on future management options for the Santa Ana Zoo at
Prentice Park in the amount of $39,275 for a one-year term, subject to non-substantive changes
approved by the City Manager and City Attorney.
DISCUSSION
The Parks, Recreation and Community Services Agency is responsible for the management and
operation of the Santa Ana Zoo at Prentice Park. Ten full-time and 22 part-time staff are
responsible for the care and welfare of 292 animals in 54 exhibits. The Zoo receives
approximately 254,000 visitors per year, has an annual budget of $1,585,145, and generates
approximately $827,000 in annual revenue. The City provides a general fund subsidy of
approximately $760,000.
One of the recommendations in Management Partners' Budget Stabilization Study is to "Engage
a consulting firm to identify options and an appropriate process for privatizing the Santa Ana
Zoo". Through the proposed agreement, Schultz and Williams will analyze the current
management structure at the Zoo and identify potential future management options. In addition,
Schultz and Williams will assess the strengths and weaknesses of each option along with the
financial impacts on the City and the Zoo, and finally make recommendations on the most viable
and sustaining management option for the City and the Zoo. Schultz and Williams has performed
similar studies for many other cities including Kansas City, Detroit, Fresno, Houston, Dallas and
Tulsa. The agreement includes a base amount of $29,875, $4,400 in travel expenses and a
$5,000 contingency, for a not to exceed amount of $39,275.
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Schultz and Williams Agreement
October 17, 2011
Page 2
FISCAL IMPACT
Funds are available in the Santa Ana Zoo contract services account (no. 01113220 62300).
Gerardo Mouet,
Executive Director
Parks, Recreation and
Community Services Agency
APPROVED AS TO FUNDS AND ACCOUNTS:
Francisco Gutierrez,
Executive Director
Finance and Management Services Agency
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AGREEMENT FOR PROVISION OF
OPERATIONAL ANALYSIS SERVICES
THIS AGREEMENT, made and entered into this 17`h day of October, 2011 by and between
Schultz and Williams, Inc., a corporation (hereinafter "Consultant"), and the City of Santa Ana, a charter
city and municipal corporation organized and existing under the Constitution and laws of the State of
California (hereinafter "City").
RECITALS
A. The City desires to retain a consultant having special skill and knowledge of operational
assessment practices, to review and suggest alternatives for the management of the Santa Ana
Zoo at Prentice Park.
B. Consultant represents that it is able and willing to provide such services to the City.
C. In undertaking the performance of this Agreement, Consultant represents that it is
knowledgeable in its field and that any services performed by Consultant under this Agreement
will be performed in compliance with such standards as may reasonably be expected from a
professional consulting firm in the field.
NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the terms
and conditions hereinafter set forth, the parties agree as follows:
1. SCOPE OF SERVICES
Consultant shall analyze the current management structure of the Santa Ana Zoo at Prentice Park
("Zoo") to identify potential management options, as set forth in Consultant's Proposal attached hereto as
Exhibit A and incorporated by this reference. These options may include privatizing the operation and/or
reallocating services and resources currently utilized by the City in operating the Zoo. Consultant will
assess the strengths and weaknesses of each option, including financial impacts on the City and the Zoo
operations and make recommendations for the most viable public/private management structure for the
Zoo.
2. DELIVERY OF WORK PRODUCT - OWNERSHIP
Consultant warrants and represents that it has the absolute right to enter into and perform this
Agreement and will perform its obligations hereunder in accordance with standards and practices
prevailing in the industry. Consultant's contribution to the Project, including works to be produced by
Consultant hereunder, will not infringe or misappropriate the proprietary or personal rights of any third
person or party. Consultant shall deliver to City any work product which results from the services
provided. Said work product shall be submitted in hard copy and produced in a form compatible with
City's information systems, as agreed between the Project Manager and Consultant.
In regard to all material produced as a deliverable under this Agreement, including but not limited
to records, papers, drawings, specifications, programs, systems and other materials prepared by
Consultant, Consultant agrees, for itself and its affected officers, employees, agents, contractors, and
volunteer workers, that (a) other such material shall be the property of the City, and may not be
copyrighted without prior approval of the City, and (b) the authors of all such material, whether
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copyrighted or not, award to the City, and to its officers, agents and employees acting within the scope of
their official duties, as a condition of payment to the Consultant, a royalty-free, nonexclusive, irrevocable
license throughout the world for governmental purposes to disclose, publish, translate, reproduce, and use
such materials.
3. COMPENSATION
a. City agrees to pay, and Consultant agrees to accept as total payment for its services:
• A fee of $29,875.00, payable on a milestones and deliverables basis, as set forth in
Exhibit A.
• Necessary travel expenses incurred by Consultant not to exceed $4,400.00.
The total amount that may be expended pursuant to this Agreement shall not exceed $39,275,
which includes a $5,000 contingency which may be authorized on the written direction of the Executive
Director of Parks, Recreation and Community Services.
b. Payment by City shall be made within thirty (30) days following receipt of proper invoice
evidencing work performed, subject to City accounting procedures. Each monthly invoice shall list
milestones delivered and/or activities completed in the previous month, and the payment due therefore.
Payment need not be made for work which fails to meet the standards of performance set forth in the
Recitals which may reasonably be expected by City.
4. TERM
This Agreement shall commence on the date first written above and terminate on June 30, 2012,
unless terminated earlier in accordance with Section 13, below.
5. INDEPENDENT CONTRACTOR
Consultant shall, during the entire term of this Agreement, be construed to be an independent
contractor and not an employee of the City. This Agreement is not intended nor shall it be construed to
create an employer-employee relationship, a joint venture relationship, or to allow the City to exercise
discretion or control over the professional manner in which Consultant performs the services which are
the subject matter of this Agreement; however, the services to be provided by Consultant shall be
provided in a manner consistent with all applicable standards and regulations governing such services.
Consultant shall pay all salaries and wages, employer's social security taxes, unemployment insurance and
similar taxes relating to employees and shall be responsible for all applicable withholding taxes.
6. INSURANCE
Prior to undertaking performance of work under this Agreement, Consultant shall maintain and
shall require its subcontractors, if any, to obtain and maintain insurance as described below:
a. Commercial General Liability Insurance. Consultant shall maintain commercial general
liability insurance which shall include, but not be limited to protection against claims arising from bodily
and personal injury, including death resulting therefrom and damage to property, resulting from any act or
occurrence arising out of Consultant's operations in the performance of this Agreement, including,
without limitation, acts involving vehicles. The amounts of insurance shall be not less than the following:
single limit coverage applying to bodily and personal injury, including death resulting therefrom, and
property damage, in the total amount of $1,000,000 per occurrence. Such insurance shall (a) name the
City, its officers, employees, agents, volunteers and representatives as additional insured(s); (b) be
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primary and not contributory with respect to insurance or self-insurance programs maintained by the City;
and (c) contain standard separation of insureds provisions.
b. Business automobile liability insurance, or equivalent form, with a combined single limit of
not less than $2,000,000 combined single limit. Such insurance shall include coverage for owned, hired
and non-owned automobiles.
c. Worker's Compensation Insurance. In accordance with the provisions of Section 3300 of the
Labor Code, Consultant, if Consultant has any employees, is required to be insured against liability for
worker's compensation or to undertake self-insurance. Prior to commencing the performance of the work
under this Agreement, Consultant agrees to obtain and maintain any employer's liability insurance with
limits not less than $1,000,000 per accident.
d. The following requirements apply to the insurance to be provided by Consultant pursuant to
this section:
(i) Consultant shall maintain all insurance required above in full force and effect for
the entire period covered by this Agreement.
(ii) Certificates of insurance shall be furnished to the City upon executio:.a of this
Agreement and shall be approved in form by the City Attorney.
(iii) Certificates and policies shall state that the policies shall not be canceled or
reduced in coverage or changed in any other material aspect without thirty (30)
days prior written notice to the City.
e. If Consultant fails or refuses to produce or maintain the insurance required by this section or
fails or refuses to furnish the City with required proof that insurance has been procured and is in force and
paid for, the City shall have the right, at the City's election, to forthwith terminate this Agreement. Such
termination shall not effect Consultant's right to be paid for its time and materials expended prior to
notification of termination. Consultant waives the right to receive compensation and agrees to indemnify
the City for any work performed prior to approval of insurance by the City.
7. INDEMNIFICATION
Consultant agrees to and shall indemnify and hold harmless the City, its officers, agents,
employees, consultants, special counsel, and representatives from liability: (1) for personal injury,
damages, just compensation, restitution, judicial or equitable relief arising out of claims for personal
injury, including death, and claims for property damage, which may arise from the negligence,
recklessness or willful misconduct of the Consultant or its contractors, subcontractors, agents, employees,
or other persons acting on their behalf which relates to the services described in section l of this
Agreement; and (2) from any claim that personal injury, damages, just compensation, restitution, judicial
or equitable relief is due by reason of the negligence, recklessness or willful misconduct of Consultant
arising from this Agreement. The Consultant further agrees to indemnify, hold harmless, and pay all costs
for the defense of the City, including fees and costs for special counsel to be selected by the City,
regarding any action by a third party asserting that personal injury, damages, just compensation,
restitution, judicial or equitable relief due to personal or property rights arises by reason of effects arising
from this Agreement. City may make all reasonable decisions with respect to its representation in any
legal proceeding.
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8. CONFIDENTIALITY
If Consultant receives from the City information which due to the nature of such information is
reasonably understood to be confidential and/or proprietary, Consultant agrees that it shall not use or
disclose such information except in the performance of this Agreement, and further agrees to exercise the
same degree of care it uses to protect its own information of like importance, but in no event less than
reasonable care. "Confidential Information" shall include all nonpublic information. Confidential
information includes not only written information, but also information transferred orally, visually,
electronically, or by other means. Confidential information disclosed to either party by any subsidiary
and/or agent of the other party is covered by this Agreement. The foregoing obligations of non-use and
nondisclosure shall not apply to any information that (a) has been disclosed in publicly available sources;
(b) is, through no fault of the Consultant disclosed in a publicly available source; (c) is in rightful
possession of the Consultant without an obligation of confidentiality; (d) is required to be disclosed by
operation of law; or (e) is independently developed by the Consultant without reference to information
disclosed by the City.
9. CONFLICT OF INTEREST CLAUSE
Consultant covenants that it presently has no interests and shall not have interests, direct or
indirect, which would conflict in any manner with performance of services specified under this
Agreement.
10. NOTICE
Any notice, tender, demand, delivery, or other communication pursuant to this Agreement shall
be in writing and shall be deemed to be properly given if delivered in person or mailed by first class or
certified mail, postage prepaid, or sent by facsimile or other telegraphic communication in the manner
provided in this Section, to the following persons:
To City: Clerk of the City Council
City of Santa Ana
20 Civic Center Plaza (M-30)
P.O. Box 1988
Santa Ana, CA 92702-1988
Fax 714-647-6956
With courtesy copies to:
and
Parks, Recreation and Community Services
City of Santa Ana
26 Civic Center Plaza (M-75)
P.O. Box 1988
Santa Ana, California 92702
Fax 714-571-4221
City Attorney
City of Santa Ana
20 Civic Center Plaza (M-29)
P.O. Box 1988
Santa Ana, California 92702
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Fax 714-647-6515
To Consultant: Schultz & Williams
Richard T. Biddle
325 Chestnut Street, Suite 700
Philadelphia, PA 19106
Fax 215-625-2701
A party may change its address by giving notice in writing to the other party. Thereafter, any
communication shall be addressed and transmitted to the new address. If sent by mail, communication
shall be effective or deemed to have been given three (3) days after it has been deposited in the United
States mail, duly registered or certified, with postage prepaid, and addressed as set forth above. If sent by
facsimile, communication shall be effective or deemed to have been given twenty-four (24) hours after
the time set forth on the transmission report issued by the transmitting facsimile machine, addressed as set
forth above. For purposes of calculating these time frames, weekends, federal, state, County or City
holidays shall be excluded.
11. EXCLUSIVITY AND AMENDMENT
This Agreement represents the complete and exclusive statement between the City and
Consultant, and supersedes any and all other agreements, oral or written, between the parties. In the event
of a conflict between the terms of this Agreement and any attachments hereto, the terms of th ds
Agreement shall prevail. This Agreement may not be modified except by written instrument signed by
the City and by an authorized representative of Consultant. The parties agree that any terms or conditions
of any purchase order or other instrument that are inconsistent with, or in addition to, the terms and
conditions hereof, shall not bind or obligate Consultant nor the City. Each party to this Agreement
acknowledges that no representations, inducements, promises or agreements, orally or otherwise, have
been made by any party, or anyone acting on behalf of any party, which are not embodied herein.
12. ASSIGNMENT
Inasmuch as this Agreement is intended to secure the specialized services of Consultant,
Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior written
consent of the City and any such assignment, transfer, delegation or subcontract without the City's prior
written consent shall be considered null and void. Nothing in this Agreement shall be construed to limit
the City's ability to have any of the services which are the subject to this Agreement performed by City
personnel or by other consultants retained by City.
13. TERMINATION
This Agreement may be terminated by the City upon thirty (30) days written notice of
termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant
compensation for all services performed by Consultant prior to receipt of such notice of termination, subject
to the following conditions:
a. As a condition of such payment, the Executive Director may require Consultant to deliver to the
City all work product completed as of such date, and in such case such work product shall be the property of
the City unless prohibited by law, and Consultant consents to the City's use thereof for such purposes as the
City deems appropriate. However, any use of unfinished work product shall be at City's sole risk.
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b. Payment need not be made for work which fails to meet the standard of performance specified in
the Recitals of this Agreement.
14. DISCRIMINATION
Consultant shall not discriminate because of race, color, creed, religion, sex, marital status, sexual
orientation, age, national origin, ancestry, or disability, as defined and prohibited by applicable law, in the
recruitment, selection, training, utilization, promotion, termination or other employment related activities.
Consultant affirms that it is an equal opportunity employer and shall comply with all applicable federal,
state and local laws and regulations.
15. JURISDICTION - VENUE
This Agreement and all questions relating to its validity, interpretation, performance, and
enforcement shall be governed and construed in accordance with the laws of the State of California. Both
parties further agree that Orange County, California, shall be the venue for any action or proceeding that
may be brought or arise out of, in connection with or by reason of this Agreement.
16. PROFESSIONAL LICENSES
Consultant shall, throughout the term of this Agreement, maintain all necessary licenses, permits,
approvals, waivers, and exemptions necessary for the provision of the services hereunder and required by
the laws and regulations of the United States, the State of California, the City of Santa Ana and all other
governmental agencies. Consultant shall notify the City immediately and in writing of her inability to
obtain or maintain such permits, licenses, approvals, waivers, and exemptions. Said inability shall be
cause for termination of this Agreement.
17. MISCELLANEOUS PROVISIONS
a. Each undersigned represents and warrants that its signature hereinbelow has the power, authority
and right to bind their respective parties to each of the terms of this Agreement, and shall indemnify City
fully, including reasonable costs and attorney's fees, for any injuries or damages to City in the event that such
authority or power is not, in fact, held by the signatory or is withdrawn.
b. This Agreement may be executed and delivered in any number of counterparts, each of which,
when executed and delivered shall be deemed an original and all of which together shall constitute the same
agreement. Facsimile signatures will be permitted.
c. Captions and headings in this Agreement, including the title of this Agreement, are for
convenience only and are not to be considered in construing this Agreement.
d. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set forth in the
body of this Agreement.
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IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year first above
written.
ATTEST:
MARIA D. HUIZAR
Clerk of the Council
APPROVED AS TO FORM:
JOSEPH STRAKA
Interim City Attorney
By:
Laura Sheedy
Assistant City Attorney
CITY OF SANTA ANA
PAUL M. WALTERS
Interim City Manager
SCHULTZ & WILLIAMS, INC.
RICHARD T. BIDDLE
Vice President
Tax ID#
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EXHIBIT A
SCOPE OF SERVICE
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Schultz & Williams
development, management, mar$eting
September 26, 2011
Mr. Kent Yamaguchi
Zoo Manager
Santa Ana Zoo
1801 E. Chestnut Ave
Santa Ana, CA 92701
RE: Santa Ana Zoo Management Assessment & Options Proposal
Dear Kent,
Based on our recent discussions and the City's request to study the potential future management
options for the Santa Ana Zoo, I am pleased to submit this proposal for your review and approval. The
underlying premise or objective of this study is to determine how best to leverage or eliminate/reduce
the City's general fund subsidy in support of the Santa Ana Zoo. The purpose of this study to identify the
potential management options, assess the strengths and weaknesses of each option along with the
financial impacts on the City of Santa Ana and Zoo and finally to make a recommendation on the most
viable and sustainable management option for the Santa Ana Zoo and the City of Santa Ana.
Given our extension experience in managing the "shift in the governance of zoos," we believe that our
assessment and recommendation will allow the Zoo to remain a treasured community resource while
providing for a viable and sustainable business model that will support the future needs of the
communities that the Zoo serves. Our recommendations will be realistic and achievable and will provide
the strategic framework for the Zoo's future financial, organizational and operational plans that will be
developed once the future management structure has been approved.
As we discussed, Gregg Hudson, Executive Director of the Dallas Zoo, will work with me in completing
this study. Gregg's experience in managing the shift in governance at the Dallas Zoo will be an
invaluable resource for us to draw upon in outlining the potential future management options for the
Santa Ana Zoo. As you know, I worked with Gregg to develop the transition plan for the Dallas Zoo and
Gregg has been instrumental in helping to frame some of the key issues related to the governance study
that we are completing for the North Carolina Zoo.
In addition, my recent involvement with the City of Dallas, City of Tulsa, and the leadership of
Milwaukee County Wisconsin and Kent County Michigan, in developing their respective zoo privatization
plans, will be an invaluable resource to you and City leaders in ensuring the Zoo's future growth and
viability.
QUALIFICATIONS
Schultz & Williams (S&W) is uniquely qualified to develop the Zoo's governance plan and organizational
analysis. S&W has extensive experience working with zoos of all sizes. We have helped develop
strategic, business and operational plans for over 75 AZA accredited institutions with operating budgets
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Santa Ana Zoo Management Assessment & Options Proposal September 26, 2011
Schultz & Williams Page 2
from less than $1,000,000 to well over $20,000,000 and attendance ranging from 75,000 to nearly
2,000,000. Our strategic and business-focused planning projects have:
Leveraged community support for our zoological clients through the successful passage of voter-
approved funding initiatives in Portland, Oregon; Salt Lake City, Utah; and Fresno, California. We
have also developed a strategic relocation plan for the Sacramento Zoo in Sacramento,
California.
Developed privatization plans at the Kansas City Zoo, Woodland Park Zoo, Detroit Zoo, Fresno
Chaffee Zoo, Houston Zoo, and mostly recently The Dallas and Tulsa Zoos.
Served as the lead business planning consultant for The National Elephant Center, which is
currently under development in Florida.
Completed strategic plans for Utah's Hogle Zoo (currently working on a second update to our
original plan), the Denver Zoo (focused on Board roles and leadership objectives) and currently
the Cleveland Zoo, a collaborative engagement that includes the Cleveland MetroParks Zoo and
Zoo Society.
Founded in 1987, Schultz & Williams is a full-service planning and consulting firm dedicated to
strengthening the viability of nonprofit organizations by helping them to maximize revenue potential
from all available sources and to forge strong links with their communities. S&W is based in
Philadelphia, with additional professional staff in Los Angeles, San Francisco, and Washington, D.C.
S&W's expertise in assisting nonprofit institutions is nationally recognized. As career professionals, the
S&W staff has held executive positions with numerous nonprofit cultural institutions.
Our philosophy is to build long-term relationships with our clients; we are focused on strengthening
organizations, assessing and improving performance and helping our clients fulfill their mission and
overall goals. We seek innovative, short-term action plans designed for immediate results. Our goal is
to leverage our broad experience across the industry towards what would work in your community.
Additional information on S&W's current zoo clients can be found on our website at
www.schultzwilliams.com.
PLANNING APPROACH
Based on our recent discussions, I have outlined below a planning approach that will integrate our
collective thinking (City and its partners) and will help frame the big strategic opportunities for the
future management and operations of the Santa Ana Zoo. Our approach will address the following:
1. Identify the potential management options for operating the Santa Ana Zoo - currently at least
three:
A. Close the Zoo;
B. Shift in governance and management to not-for-profit entity; and
C. Self-sufficient model with current public/private structure, potentially with modifications
2. Current and future baseline financial operating model of the Santa Ana Zoo
3. Role(s) and responsibilities of the City and its partners
4. City's financial commitment, if any, in the future operations of the Santa Ana Zoo
5. Recommendation on preferred management option - the Zoo's future financial, organizational
and operational plans under the preferred option will be developed once the new management
structure has been approved.
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Santa Ana Zoo Management Assessment & Options Proposal September 26, 2011
Schultz & Williams Pnna 3
Identifying & Framing the Strategic Opportunities and Options
Step 1: Meet with Friends of the Santa Ana Zoo and Zoo Director to better understand the current
baseline organizational model:
¦ Discuss organizational trends and governance structures in Zoos
¦ Identify benchmark case study models and comparisons/outcomes
¦ Summarize roles and responsibilities and report relationships
¦ Develop/review financial profile of current baseline
? City expenses and services
? Friends costs and services
? Revenue Model
? Note: Review FOSAZ's projections of future operating revenue/expense models
¦ Identify impacts of current "status quo" of the Zoo
¦ Identify opportunities and/or options to strengthen or improve existing structure
¦ Prepare summary "findings" report
Step 2: Leadership Discussions:
¦ Schedule one-on-one interviews with the Interim City Manager and Executive Director of
Parks, Recreation and Community Services to discuss opportunities and challenges with
current and future management models
¦ Schedule a meeting the Friends of the Santa Ana Zoo leadership to review governance
trends within the zoo industry and opportunities and challenges with existing and future
management models
Step 3: Identify future management models for the Santa Ana Zoo. For each potential
management model, identify:
¦ Role of City: ownership of land and facility assets; funding commitment; indirect services;
oversight
¦ Role of FOSAZ/Partner: management and operations; governance; funding
¦ Community Impact: public-relations; investment; usage or re-use options
¦ Financial Impacts: short/long-term impacts
Step 4: For each potential management model, identify criteria:
¦ Underlying strategic and organizational assumptions
• Strengths, challenges and opportunities
¦ Financial pro forma projections
¦ Financial impact on the City: dollars, control, services
¦ Timeline for implementation
¦ Prepare summary matrix of potential management options
Step 5: Recommendation on preferred management option:
¦ Based on discussions, review of all available information and our professional experience,
make formal recommendation on preferred management option including identifying next
steps and timeline for moving forward. If needed, a weighted-rating scale could be
developed to support our recommendation.
¦ Prepare a final report document that summarizes Steps 1- 4 as outlined above.
We could assess the City and its partners in the implementation of the identified recommendations.
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Santa Ana Zoo Management Assessment & Options Proposal September 26, 2011
Schultz & Williams
PROIECTTIMELINE
November 2011- Assessment
¦ Data collection & development of profile
¦ Review baseline financial info: history and Friends of the Zoo projections
¦ Conduct leadership interviews with City and Friends
• Meeting #1- target November 2nd - November 4th
? Tour of the Zoo
? Review organizational and governance trends
? Discuss and review financial impacts
? Conduct interviews with City and Friends of the Zoo
December 2011- Develop management models for the Santa Ana Zoo
¦ Provide Step 1 Summary findings report
¦ Develop roles of City, partners & potential funding impact
¦ Identify community impacts for each model
January 2012 - Preliminary impacts for each potential management model
¦ Meeting #2 : date-to-be-determined - target third week in January '12
¦ Review strategic assumptions
• Review/discuss financial projections
¦ Draft summary matrix of management options reviewed and discussed with Zoo leadership
February 2012 - Recommendations and Final Report
¦ Meeting #3: date-to-be-determined - target third or fourth week of February '12
¦ Review draft of final report; present final report
Deliverables
Upon completion of the management assessment and options study, S&W will produce the following
deliverables:
Final Report including
? Summary Findings/Assessment Report (Interim draft)
? Summary Matrix of Management Options and Criteria (Interim draft)
? Recommendation on Preferred Management Option
? Funding Recommendation supporting the Preferred Option
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Santa Ana Zoo Management Assessment & Options Proposal September 26, 2011
Schultz & Williams Paae 5
STAFFING
Rick Biddle, Vice President
I will manage this project and be involved in all key meetings and discussions. Gregg Hudson will work
with me throughout this study and be involved in the leadership interviews. Although I support a wide
range of clients and have a high level of experience in finance, strategic planning, operations and
fundraising, my particular area of expertise is in the operations of zoos and museums.
Under my leadership and guidance, S&W recently completed strategic business plans for the Little Rock
Zoo, Point Defiance Zoo & Aquarium and the Riverbanks Zoo (Columbia SC) and is currently completing
business/governance plans for the Columbus Zoo, Hogle Zoo (Salt Lake City, UT) and the Mesker Park
Zoo (Evansville, ID). My hands-on experience working for zoos, allows me to understand and appreciate
the challenges of managing a cultural organization from "the other side of the desk." Prior to joining
Schultz & Williams in 1992, 1 served for 11 years as Chief Operating Officer of the Zoological Society of
Philadelphia, America's oldest zoo.
Gregg Hudson. Senior Advisor
Gregg Hudson has over 30 years of experience in the hospitality industry and over 20 years' experience
leading some of the top zoological institutions in the country. Gregg has been CEO of the Fort Worth
Zoo and Cincinnati Zoo & Botanical Garden. He is currently the CEO of the Dallas Zoo & Children's
Aquarium at Fair Park. Gregg brings to the table a strong background in Marketing and Operations and
has developed a keen understanding of governmental relationships along with managing their support
to zoological institutions. Gregg just recently managed the Dallas Zoo through the privatization process
(2009) and just completed and successfully opened the $32M Giants of the Savanna exhibit.
FEES AND REIMBURSABLE EXPENSES
Our fee to complete the management assessment and options study is $29,875, including three site
meetings as outlined above and producing the draft and final written report. Our fee does not include
the reimbursement of reasonable travel expenses. Our fee is based on our best estimate of the time
required to complete the scope of services outlined above. Any changes in the scope of services may
affect our professional fee.
We estimate that, based on current airfare costs from Philadelphia or Dallas to Orange County, a per trip
cost of $1,100 for out-of-pocket reimbursable travel expenses including coach airfare, hotel, car, parking
and per diem expenses. With the projected three planning meetings, representing four person trips as
Gregg and I will both be attendance for Meeting #1, (2 days/2 nights on average), total reimbursable
travel expenses are estimated at $4,400.
After reviewing the planning approach outline within this proposal, should you have comments or
questions, please feel free to contact me. I can be reached via my cell (609-332-3309), the office (215-
625-9955, ext. 109) or via e-mail at rbiddle schultzwilliams.com
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Santa Ana Zoo Management Assessment & Options Proposal September 26, 2011
Schultz & Williams Pape 6
I appreciate the opportunity to submit this proposal to you and look forward to working with you and
the City to assess the future management options for the Santa Ana Zoo.
Best regards,
Richard T. Biddle
Vice President
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EXHIBIT B
PAYMENT MILESTONES
Consultant's fee to complete the management assessment and options study is $29,875, including three
site meetings as outlined above and producing the draft and final written report. This fee does not include
the reimbursement of reasonable travel expenses. The fee is based on Consultant's estimate of the time
required to complete the scope of services outlined above. Any changes in the scope of services may
affect the fee.
Said fee shall be paid on a milestone basis as follows:
Deliverable
Estimated Delivery Date Fee
• Draft Assessment/Findings Report
• Summary of Potential Governance/
Management Options with Roles, Potential
Financial Impacts and Key Criteria
• Summary draft of Management Matrix and
Funding requirements
• Draft Final Report for review and comment
• Acceptance by City of Final Report
November 15, 2011 $6,500
December 15, 2011 $6,000
January 15, 2012 $7,500
(Not invoiced) $0
February 15, 2012 $9,875
Consultant shall bill reimbursable expenses on each milestone invoice as they are incurred.
25A-19
25A-20