Downtown Parking Sensorsi
MEETING DATE: 10/21/14
ITEM NO: b
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�ma e%2o COUNCIL AGENDA REPORT
DATE: OCTOBER 9, 2014
TO: MAYOR AND TOWN COUNCIL
FROM: GREG LARSON, TOWN MANAGER
SUBJECT: PROPOSED PARTNERSHIP FOR DOWNTOWN PARKING SENSORS
A. PROVIDE INPUT AND FEEDBACK TO STAFF ON APPROPRIATE
MARKETING STRATEGIES FOR A PARTNERSHIP WITH
STREETLINE AND A CORPORATE SPONSOR.
B. AUTHORIZE STAFF TO FINALIZE MARKETING ASSETS WITH
STREETLINE AND CORPORATE SPONSORSHIP BASED ON
COUNCIL DIRECTION.
RECOMMENDATION:
1. Provide input and feedback to staff on appropriate marketing strategies for a partnership
with Streetline and a corporate sponsor.
2. Authorize Staff to finalize marketing assets with Streetline and corporate sponsorship based
on Council Direction.
BACKGROUND:
At the August 19, 2014 Town Council meeting, Council provided initial input on a potential
arrangement with Streetline and a corporate sponsor for the installation of parking sensors
throughout Downtown. These sensors would provide real time parking data and assistance to the
public in locating available parking spaces. In addition, Town Council directed staff to bring back
an agreement with Streetline for this program. Staff has continued to work with Streetline and has
further vetted the marketing opportunities the Town may want to offer so that Streetline can
present these to prospective sponsors, the next step in the process.
The Council has set a Strategic Goal for staff to facilitate a privately -led effort to "address
options for the downtown parking supply." Efforts on this front continue with various potential
solutions for addressing the issue under discussion. The topic has been addressed by a coalition
of interested parties in the Downtown and is a priority for the Transportation and Parking
Commission consistent with this Strategic Goal.
PREPARED BY: MATT MORLEY
Director of Parks and Public Work
Reviewed by:Assistant Town Manager —Town Attomey_N_�_Finance
PAGE 2
MAYOR AND TOWN COUNCIL
SUBJECT: PROPOSED PARTNERSHIP FOR DOWNTOWN PARKING SENSORS
OCTOBER 9, 2014
DISCUSSION:
Streetline works with multiple businesses to fund their products and services for partnering
jurisdictions. These companies are generally larger corporations, often in the banking,
insurance, or automobile fields. This type of program would allow the Town to benefit from
the product without the capital cost. Streetline currently has multiple corporate partners
interested in the greater Bay Area market, including Los Gatos. Advancing the effort to the
next step involves providing a package of marketing assets that achieves an acceptable level
of brand recognition to the partner.
Parks and Public Works and Economic Vitality staff have met with Streetline to discuss the
marketing opportunities typically requested by the partners, and have prepared a list of
assets that staff recommends offering as appropriate opportunities for the corporate partner
and the Town's Streetline program (see Attachment 1). Streetline understands that the use
of these assets must remain compatible with character of the Town and comfort level of the
Town Council.
The Town would not be asked to fund any of the marketing opportunities; rather Streetline
asks that the Town "unlocks" the availability of the opportunity for their use by the partner if
requested. Additionally, the Town has the first right of refusal on any marketing collateral
produced.
In the Attachment, staff has provided a comprehensive list of potential assets, with staff s
recommendation for the utilization of each one. Staff would appreciate the Town Council
affirming and/or modifying each recommendation.
Coordination with stakeholders continues to be an important part of this effort. In addition
to strong support from the Parking and Transportation Commission, the Chamber of
Commerce has committed full support to Streeline as well. The Chamber would provide
access to the corporate partner information on their website, publish information on the
program in their newsletters, and conduct outreach to Downtown businesses to engage them
with the program.
CONCLUSION:
It is recommended that the Town Council provide feedback to staff on the potential use of
the Town's marketing assets. With this direction, Council should authorize staff to finalize the
selected marketing assets with Streetline. This information is needed by Streetline for its
negotiation with a possible corporate sponsor to install parking sensors Downtown. The next
step is to return to Town Council with an agreement with Streeline.
ENVIRONMENTAL ASSESSMENT:
This is not a project as defined under CEQA.
PAGE 3
MAYOR AND TOWN COUNCIL
SUBJECT: PROPOSED PARTNERSHIP FOR DOWNTOWN PARKING SENSORS
OCTOBER 9, 2014
FISCAL IMPACT:
No expenditures are required as a result of this action.
Attachment:
1. Potential Partnership Ideas
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INTENTIONALLY
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Page 1 of 2
Attachment 1: Town of Los Gatos Potential Marketing Assets
Marketing Opportunities
requested by Streetline Staff Comments
Corporate Partners
1 Recognition as an official The official branding of the partnership should include logos and wording for a
sponsor/ partner primary branding statement. An example of this statement could be, "XX Company
is pleased to provide Downtown Los Gatos with real time parking assistance
through the Parker Application with Streetline, Inc."
The Town could recognize Streetline and the partnering sponsor in publications
created for and distributed to the Los Gatos community including: Annual Report,
What's New, Growing Greener, etc.
2 Access to Town Leaders
The Town Manager's Office would act as the point of contact for meetings and
statement requests from Town Council members or Town Staff.
3 Press Release and Press Conference
Press Releases would be drafted by the Town and approved by Streetline and their
corporate partner before release. A Press Conference could be arranged in the
Town Council Chambers and could include the Mayor, Town Manager, Town
Executive Staff, and designated staff from Streetline and the sponsoring corporate
partner.
4 Rights to Success Story
Streetline and sponsoring partner could use the Town logo and the "Los Gatos
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story" in marketing materials that directly relate to the Streetline program.
5 Kickoff event at Plaza Park or other
Kickoff event with Town Officials, Executive Staff, Streetline and their corporate
Downtown location.
sponsor could occur at a location such as Plaza Park or the Library. This would be a
private event with guests attending by invitation only. The Town would provide the
location at no charge, and Streetline and their corporate partner could provide any
food or beverages desired.
6 Information and Promotional Packets
Professionally produced marketing materials would be used in print, online and for
Social Media distribution. These would reflect the primary branding statement and
include the logos of the Town of Los Gatos, Streetline, the sponsoring partner and
the Los Gatos Chamber of Commerce, including:
Merchant Kits - Window posters, counter tents, informational flyers for customers,
and digital files reflecting the primary branding statement. These would be
provided to each Downtown merchant and their use would be optional.
Visitor & New Resident Information - Informational flyers from the Merchant Kits
could also be distributed through the Chamber of Commerce, Civic Center, Public
Library, at Town events, and included in the Town's New Resident Packets.
Town and Chamber Website - The Town and Chamber of Commerce could both
create a "Downtown Parking" page on their respective websites that share parking
information, including the Streetline program with website visitors. Once Social
Media outlets are established for the Town, promotion through these outlets could
also be available.
7 Promotional Video
A short video produced by Streetline and the sponsoring partner could be available i
for viewing on the Town website. Streetline and the partnering sponsor may also
wish to use this video for other advertising, such as purchased pre -movie
advertisements at the Los Gatos Theatre.
a Street Pole Banners
The Town currently has 150 street pole banners throughout the C2 zoning district
Downtown. Staff would recommend allowing up to 25 of those banners to be
allocated for representation of the Streetline Parking Program. This would allow
promotion of the program as well as provide partnering sponsor recognition.
N: \PPW \COUNCIL \COUNCIL REPORTS \2014 Reports \102114 \streeline Asset List For Approval. Attachment.Docx ATTACHMENT 1
Page 2 of 2
Attachment 1: Town of Los Gatos Potential Marketing Assets
9 Leadership Speaking Opportunities Streetline and partnering sponsor could participate in a portion of one session of
and contributed articles
Leadership Los Gatos.
30 Partnership with the Chamber of
As an extension of the Town's collaboration with the Chamber of Commerce and
Commerce
the Los Gatos Visitor's Bureau, the Chamber has agreed to be a partner in this
Parade, Art & Wine festivals, Music in
program by providing information about the program in the Chamber office and on
the Park, Carriage Rides, etc.
the Chamber website. The sponsoring partner would also have the opportunity to
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sponsor Chamber mixers or participate in Biz to Biz luncheons.
11 Advertisements in local newsprint
The Town could provide an ad in a local newspaper to announce the launch of the
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program. This would be a one time Town investment and further print ads, or more
extensive print coverage would be paid for by the Streetline sponsoring partner. In
addition, annual shop local ads that are placed to encourage holiday shopping in Los
Gatos would include marketing for the program.
12 Transit Ads (airport, bus, train)
With the dissolution of Redevelopment funds, the Town no longer places ads at the
San Jose Airport and would not fund such ads. If the partnering sponsor wished to
run such an ad and cover the cost, this would be agreeable to the Town.
13 Marketing opportunities at events in
Streetline and their corporate partner could take part in the Town's Farmer's
Town including Farmer's Market,
Market booth during Keep Los Gatos Beautiful month, and participate in the
Wine Walks, Children's Holiday
Children's Holiday Parade at no cost to the Town or partners. Wine Walk
Parade, Art & Wine festivals, Music in
sponsorship would be available to Streetline and /or their corporate sponsor for the
the Park, Carriage Rides, etc.
current event sponsorship rate. Participation and /or sponsorship of non -Town
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sponsored events would be at the discretion of the event sponsor and rates for
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booths, sponsorships, etc. would apply to Streetline and their corporate sponsor.
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Carriage Ride sponsorships are available through the Chamber of Commerce, and
standard sponsor rates would apply.
14 Use of Town Hall, parks and other The use of Town Plaza and the Civic Center would require Town co- sponsorship and
Town facilities for meetings and would be limited to special events.
gatherings.
15 Utility box Wraps The Arts and Culture Commission is considering anew program to provide public art
on utility boxes. Such boxes Downtown could also include Streetline or sponsor
designations.
1 Town Vehicle Door Magnets
2 Kiosk and Bus Shelter J
3 Promotion such as banners at
sporting events, arenas, parks, etc.
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Parking spot take overs with
corporate sponsor's vehicles
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Pedicabs /Gotcharide
`Mural
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/public art on Downtown
buildings or walls
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Parking Space Art
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Corporate logo or mascot
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Displayed throughout Downtown
The Town does not control bus shelter collateral, and there are no Kiosks in
Downtown.
Paintings on the asphalt /concrete of various sparking spots in Town with primary i
branding statement or logo.
Use of the corporate sponsor's logo or mascot Downtown as a promotional
opportunity with either outright or discrete branding on signage or other facilities.