Item 14 Staff Report Accept Informational Report Regarding the West Valley Solid Waste Management Public Education ProgramCOUNCIL AGENDA
DATE: 11-7-94
ITEM NO. 7
TOWN OF LOS GATOS
COUNCIL AGENDA REPORT
DATE:
TO: MAYOR AND TO COUNCI
FROM: TOWN MANAGER�I,'
SUBJECT:
November 2, 1994
ACCEPT INFORMATIONAL REPORT REGARDING THE WEST VALLEY SOLID WASTE
MANAGEMENT PUBLIC EDUCATION PROGRAM
RECOMMENDATION:
Accept this informational report regarding the West Valley Solid Waste Management Public Education
Program addressing the expanded recycling program and proposed increased refuse rates.
BACKGROUND:
As required by its contract with the Town, Green Valley Disposal Company (GVDC) and its consultant, Diane
McNutt, are taking the lead in developing a public education program on the expanded recycling services
to begin February 1, 1995. Expanded services will be provided in each of the five West Valley jurisdictions
(Campbell, Los Gatos, Monte Serena, Saratoga, and Santa Clara County).
The Rate Review Committee (staff from each of the West Valley jurisdictions) is taking the lead in presenting
rate alternatives to the communities. Rate increases are necessary to cover recycling costs required by
AB939 and increased refuse collection costs. The only way to meet the State requirement of 50 percent
reduction in landfill dumping by 2000 is to start recycling yard waste now. The last rate increase was
effective August 1, 1992,
DISCUSSION:
The West Valley jurisdictions jointly issued a Request For Proposals (RFP), for expanded recycling services.
Subsequently, each jurisdiction has entered into an agreement with Green Valley Disposal Company for
recycling and residential yard waste services.
GVDC's consultant has prepared a draft public education program for the West Valley cities expanded
recycling program (Attachment 1). Staff will be working with GVDC to fine tune the plan.
PREPARED BY: Regina A. Falkn
RAF:dr
CSD05:A:\CNCLRPTS\REFUSE.ED
ATTACHMENTS: See page 2 for list of attachments.
DISTRIBUTION: See page 2 for distribjtier.
Reviewed by: le?"--
Attorney Clerk Finance Treasurer
Community Se Via. Director
•
Revised: 11/3/94 1:33 pm
COUNCIL ACTION/ACTION DIRECTED TO:
PAGE 2
MAYOR AND TOWN COUNCIL
SUBJECT: ACCEPT INFORMATIONAL REPORT REGARDING THE WEST VALLEY SOLID WASTE
MANAGEMENT PUBLIC EDUCATION PROGRAM
DATE: November 2, 1994
In addition to GVDC's program, the Town is sponsoring a forum to introduce services and rate alternatives.
The forum will be held November 14 at 7:30 p.m. in the Downtown Neighborhood Center. Postcards will
be sent to each residential and commercial customer on November 4 (Attachments 2 and 3). The draft
agenda is also attached (Attachment 4).
The schedule for accepting the GVDC performance audit and setting solid waste management rates follows:
11-11
Final report to West Valley Cities and GVDC
GVDC response due
Council Committee meeting (to be scheduled)
Educational Forum; 7:30 p.m. Neighborhood Center
Community Services Commission meeting
Council to consider two separate reports
1. Accept Performance Audit
2. Hold Hearing Regarding Solid Waste Management Rate Increase Alternatives
12-5 Council to consider adopting solid waste management rates
ENVIRONMENTAL ASSESSMENT:
This is not a project as defined under CEQA, and no further action is required.
FISCAL IMPACT:
The budget for the West Valley Solid Waste Management public education program expense is included with
the FY 1994-95 operating budget in program 2210.
ATTACHMENTS:
1. Draft West Valley Public Education Program for Expanded Recycling Services
2. Residential Postcard Invitation
3. Commercial Postcard/Invitation
4. Draft Agenda for Public Information Forum Expanded Recycling Program
DISTRIBUTION:
Community Services Commission
Vera Dahle-Lacaze
Green Valley Disposal Company
DRAFT
WEST VALLEY PUBLIC EDUCATION PROGRAM FOR
EXPANDED RECYCLING SERVICES
Core Messages
ATTACHMENT 1
■ Residential recycling is a key element in the ability of each municipality to meet
the mandate of 25% reduction of its waste stream to the landfill by 1995. Any
community that does not meet this target is at risk of penalties as much as
$10,000 per day.
• The expanded recycling program designed by the West Valley municipalities
is easy to use and will greatly reduce the amount of "garbage" at each residence.
This means that most households will be able to reduce the amount of garbage
collected each week, thus reducing their garbage bills.
■ Recycling is not just meeting the mandate of A11939, it is a good thing to do to
preserve the environment and dwindling resour ;es.
Action Plan
Overall Strategy
♦ Create a program name or slogan and a special visual "logo" that can be used on
all public education material.
♦ Communicate with single family and multi -family residents through several
direct marketing pieces that are clear, comprehensive, and attractive. Touch on the
core messages in each piece.
♦ Develop awareness of the expanded recycling program among schoolchildren
through promotional activities appropriate for different grade levels.
♦ Increase community acceptance and enthusiasm for the expanded recycling
program through an active outreach program to community leaders whose influence
will affect the opinions of other citizens.
♦ Reinforce the public education program with media coverage by local newspapers,
radio and TV stations, and ads in local newspapers.
♦ Celebrate the start of the program with a kickoff event.
Specific Tactics
1. THEME
1.1 Select program theme that will be developed into a campaign logo and
used to unify all components of the public education program.
❑ West Valley Recycling: Revved up and ready to go!
❑ West Valley Recycling: Coming Alive in '95
❑ Rally 'Round Recycling
❑ West Valley Recycling: Help Your Community, Help Yourself
D Other
2. PUBLICATIONS
2.1 Newsletter to all residents in November featuring announcement of the
new recycling program.
2.2 Flyer to accompany cart distribution in Campbell, Los Gatos, Monte Sereno
2.3 Flyer to accompany cart distribution in Saratoga
2.4 Flyer to accompany yellow bin distribution in all municipalities
2.5 Special letter to hard -to -serve
2.6 New rate announcement, choice options and recycling details
for Campbell
2.7 New rate announcement and recycling details for Los Gatos, Monte
Sereno, Saratoga
2.8 Brochure on expanded recycling program
2.9 Flyer to elementary schoolchildren on drawing contest
2.10 Flyer to middle school/junior high students on essay contest
2.11 Flyer to high school students on jingle or other contest
3. SCHOOLCHILDREN
3.1 K-5: Drawing contest
3.2 6-8: Essay contest
3.3 9-12: Rap music contest
3.4 Composting classes in April and May
4. COMMUNITY OUTREACH
4.1 Speeches to service clubs and community groups in the four municipalities
4.1.1 Letter announcing availability of speakers
4.1.2 Follow up and scheduling
4.1.3 Visual aids for presentations
4.1.4 Handout -- use fall newsletter or brochure
4.2 Event participation
4.2.1 Establish a volunteer corps to help staff public education
booths at community events; work through Volunteer Exchange
4.2.2 Research and monitor local activities for event opportunities
4.2.3 Los Gatos Christmas Parade -- announce expanded recycling
program on float signage and announcer copy
4.2.4 Prune Festival in May in Campbell
4.2.5 Celebrate Saratoga in October in Saratoga
4.3 GVD personnel available for familiarization workshops for city employees
and elected officials
5. PUBLICITY
5.1 News Releases
5.1.1 Fact sheet on expanded recycling program to accompany rate
increase information
5.1.2 News release announcing contests for schoolchildren
5.1.3 News release announcing availability of speaker for local groups
5.1.4 News release on start of new program
5.1.5 Media advisory on kickoff event
5.2 Public Service Announcements
5.2.1 Special copy for community access channels
5.2.2 PSA on start of new program
5.3 Letter to editorial boards requesting their support of expanded recycling
programs
6. ADVERTISING
6.1 Publish full -page "how to do it" ads in weekly newspapers in
Campbell, Los Gatos, Saratoga on February 1
6.2 Publish winning drawings and essays as ads in weekly newspapers
in Campbell, Los Gatos, Saratoga on February 8
6.3 Publish ads in high school newspapers on benefits of recycling
and asking for volunteer corps participants
6.4 Publish ads in local weekly announcing schoolchildren contests
7. KICKOFF EVENT
7.1 Celebrity recycling collection on first day in each community. Invite
Council members, city manager, president of Chamber, school principals,
president of local Rotary, etc. to ride along on recycling route and
help collect first day's set -outs.
7.2 Photograph and videotape each community's events.
7.3 Each celebrity participant receives a certificate "I was a guest
recycling collector at the launch of ..."
8 . OTHER
8.1 Banner for GVD office announcing start of expanded recycling program
8.2 Signs for recycling vehicles using campaign theme and logo
8.3 Specialty hats for recycling drivers and celebrity collectors
ATTACHMENT 2
RESIDENTIAL POSTCARD INVITATION
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ATTACHMENT 3
Town of Los Gatos Public Intorm:dion Forum
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ATTACHMENT 4
AGENDA
Public Information Forum
Expanded Recycling Program
Citynown of_
Date
■ Why recycling is an important community issue
Speaker. Name, Title, Miinicinality
■ What the new expanded recycling program includes
Speaker Phil Couehec, Operations Managcx. Green Valley
• For residents of single family homes
• For residents of multi -family units
• For commercial cardboard recycleas
in Proposed changes in refuse num
Speaker. Name, Title, 114nnicipality
Questions and answers
Thank you for participating la this Community IaBbrmatlon Fore
It you have additional cpu stioas, please contact at
November 7, 1994
Los Gatos, California
CLAIM REJECTION/DOUGLAS PRESTON EASLEY (11.01)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council reject claim of Douglas
Preston Easley filed October 4, 1994 with the Town Clerk. Carried by a vote of 4 ayes. Mrs.
Benjamin absent.
BELGATOS PARK/PLAYGROUND PROJECT (12.35)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council increase Belgatos Park
Playground Project funding by $11,000 by accepting donation of $4,500 collected by the Friends
of Belgatos Park and increase revenue budget 475-48730 for playground equipment from $0 to
$4,500, and transfer $6,500 from account 4450-99475 Los Gatos Creek Trail to account 475-
49450 Belgatos Park Playground as presented in this meeting's desk item. Carried by a vote of
4 ayes. Mrs. Benjamin absent.
CANON READER PRINTER/BAY MICROFILM/RESOLUTION 1994-155 (13.28)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council adopt Resolution 1994-155
entitled, RESOLUTION OF THE TOWN OF LOS GATOS TO AUTHORIZE THE TOWN
MANAGER TO PURCHASE A CANON MP-60 READER PRINTER FROM BAY MICROFILM,
INC., for $3,444.72, account 100-26100. Carried by a vote of 4 ayes. Mrs. Benjamin absent.
SOLID WASTE MANAGEMENT/PUBLIC EDUCATION PROGRAM (14.07)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council accept informational report
regarding the West Valley Solid Waste Management Public Education Program addressing the
expanded recycling program and proposed increased refuse rates. Carried by a vote of 4 ayes.
Mrs. Benjamin absent.
BUSINESS LICENSES/BUSINESS REGULATIONS/LICENSE TAXES (15.05)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council continue this item and defer
consideration of an amendment to License and Miscellaneous Business Regulations Section
14.20.115 License Taxes for Specified Businesses until questions raised by the original staff
proposal can be addressed. Carried by a vote of 4 ayes. Mrs. Benjamin absent.
LOS GATOS BLVD/WIDENING PROJECT/MADONNA CONSTRUCTION (16.35)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council continue this matter to
November 21, 1994. Carried by a vote of 4 ayes. Mrs. Benjamin absent.
ASPHALT PAVER/PURCHASE AGREEMENT/RESOLUTION 1994-149 (17.28)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council adopt Resolution 1994-149
entitled, RESOLUTION OF THE TOWN OF LOS GATOS TO AUTHORIZE STAFF TO
NEGOTIATE PURCHASE AGREEMENT FOR AN ASPHALT PAVER, Carried by a vote of
4 ayes. Mrs. Benjamin absent.
CABLE TELEVISION/SERVICE REVIEW/RESOLUTION 1994-150 (18.24)
Motion by Mrs. Lubeck, seconded by Mr. O'Laughlin, that Council adopt Resolution 1994-150
entitled, RESOLUTION OF THE TOWN OF LOS GATOS AUTHORIZING TOWN MANAGER
TO CONDUCT A CABLE TELEVISION AND SERVICE REVIEW TUESDAY. NOVEMBER
22. 1994 AT 7:30 P.M, Carried by a vote of 4 ayes. Mrs. Benjamin absent.
TC: D6: MM110794 3