BOARD MEETING DATE: October 1, 2010
AGENDA NO. 3

PROPOSAL:

Execute Contract and Appropriate Funds for Production of Signature AQMD Video

SYNOPSIS:

On July 9, 2010, the Board approved release of RFP #2011-05 for production of a signature AQMD video.  Twenty-seven proposals were received by the RFP deadline and were evaluated based on the criteria stated in the RFP.  The Administrative Committee reviewed this item on September 17, 2010, interviewed the top four candidate firms and recommended executing a contract with Cinema Vertige, LLC for $170,080 to produce a signature video for AQMD.  This action is to execute a contract as recommended by the Committee and appropriate $170,080 from the Undesignated Fund Balance to the Executive Offices FY 2010-11 Budget, Services and Supplies Major Object, Media Relations/Outreach Account.

COMMITTEE:

Administrative, September 17, 2010, Recommended for Approval

RECOMMENDED ACTIONS:

1. Appropriate $170,080 from the Undesignated Fund Balance to the Executive Offices FY 2010-11 Budget, Services and Supplies Major Object, Media Relations/Outreach Account.
   
   
2. Authorize the Chairman to execute a contract with Cinema Vertige, LLC, in an amount not to exceed $170,080, to produce a signature video for AQMD.

Barry R. Wallerstein, D.Env.
Executive Officer

Background

AQMD has an extensive array of media and public outreach tools to reach the public, from news releases to town hall meetings and community events. Reflecting the evolution of todays media, AQMD during the past year has produced several videos on a variety of air quality topics.  These include State of the Air 2010, a 15-minute video produced by an outside production firm and featuring interviews with all 13 members of AQMDs Governing Board; Reporting Air Quality Complaints, a 5-minute video on sources of air pollution and making air quality complaints, and several other videos.  These have been posted to YouTube as well as shown in traditional venues such as town hall meetings, city councils and chambers of commerce.

Proposal

AQMD has never had a signature air quality video aimed at a general audience.  On July 9, 2010, the Board approved release of RFP #2011-05 for the production of a signature AQMD video.  The video would inform viewers about todays air quality challenges; inspire them about the need for clean air and motivate them to take action to reduce air pollution in their daily lives.  The video is intended for and will be distributed to a very broad audience including community and environmental groups; churches and faith-based organizations; service organizations, chambers of commerce, elected officials and opinion leaders and others throughout the South Coast Air Basin.

To produce the film, the contractor in collaboration with AQMD will:

• Develop a creative film/video treatment
• Write a script for the film
• Develop a timeline for the film/video project
• Provide in-kind services to supplement the project budget
• Recruit a narrator, preferably a well-known actor or other personality
• Procure/produce all needed b-roll
• Perform all field shooting, including arrangements for any equipment rentals, permits, acting talent, extras, etc.
• Edit and produce a 15-25 minute film
• Produce five plug-ins documenting the air quality challenges and success stories of AQMDs major regions, including eastern Los Angeles County, western Los Angeles County, Orange County, Riverside County and San Bernardino County
• Integrate the primary film with each of the five plug-ins to produce a total of five videos
• Provide video in broadcast formats, DVD and electronic files suitable for YouTube and the Internet

During this project AQMD will:

• Work closely with the contractor on all aspects of the film production
• Develop a marketing plan to promote the video and distribute it to a wide range of audiences specified above
• Design a call to action for viewers of the video
• Execute an evaluation process to determine the effectiveness of the film in informing and motivating viewers
  

Bid Evaluation

Twenty-seven proposals were received before the bidding closed at 5 p.m. on August 20, 2010.  The bids were reviewed by a diverse panel in accordance with criteria contained in the RFP.  The panel was composed of three AQMD employees the Media Relations Manager, a Community Relations Manager and a Senior Public Information Specialist as well as one outside expert, a Public Information Manager with the Ventura County Air Pollution Control District and executive producer of the signature film Air:  The Search for One Clean Breath.   The panel ethnic/gender composition was as follows:  three Caucasian and one Hispanic; two male, two female.  The panel scored the proposals according to criteria outlined in the RFP, without an oral interview, and forwarded the four highest-ranking proposals to the Administrative Committee for review.  The Administrative Committee reviewed the proposal recommendations and interviewed four firms at its meeting on September 17, 2010.  The committee is recommending the award of the contract to Cinema Vertige, LLC and is forwarding this recommendation to the full Board for consideration.

Attachment A reflects the listing of the top four proposals, ranked by the panel in order by score. 

Resource Impacts

Funding for these services is provided for in  a penalty settlement that established funds for public outreach.

Attachment (DOC, 30k)

1. Evaluation of 4 Proposals for Administrative Committee Review for RFP #2011-05