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HomeMy WebLinkAboutTC Minutes 2012-07-18TOWN COUNCIL MINUTES CALL TO ORDER Mayor Fraser called the regular meeting of the Tiburon Town Council to order at 7:30 p.m. on Wednesday, July 18, 2012, in Town Council Chambers, 1505 Tiburon Boulevard, Tiburon, California. ROLL CALL PRESENT: COUNCILMEMBERS: PRESENT: EX OFFICIO: Collins, Doyle, Fraser, Fredericks, O'Donnell Town Manager Curran, Town Attorney Danforth, Director of Administrative Services Bigall, Director of Community Development Anderson, Director of Public Works/Town Engineer Nguyen, Police Chief Cronin, Town Clerk Crane Iacopi ORAL COMMUNICATIONS None. CONSENT CALENDAR 1. Town Council Minutes - Adopt Minutes of June 20, 2012 regular meeting (Town Clerk Crane Iacopi) 2. Lyford Drive Multi-Modal Parking Project - Recommendation to award the contract for the Lyford Drive Multi-Modal Parking Lot Project to Michael Paul Company, Inc. (Director of Public Works/Town Engineer Nguyen) 3. Del Mar Neighborhood Street Improvement Project - Recommendation to approve plans and specifications for the 2012 Del Mar Neighborhood Street Improvement Project and authorize solicitation of bids (Director of Public Works/Town Engineer Nguyen) 4. Tiburon Police Association - Approve Memorandum of Understanding (MOU) between the Town of Tiburon and Tiburon Police Association, July 1, 2012 - June 30, 2015 (Director of Administrative Services Bigall) 5. Town Investment Summary - Accept report for period ended June 30, 2012 (Director of Administrative Services Bigall) Town Council Minutes #13 -2012 July 18, 2012 Page I MOTION: To adopt Consent Calendar Item Nos. 1 through, as written. Moved: Collins, seconded by Fredericks Vote: AYES: Unanimous PUBLIC HEARINGS 1. Cypress Hollow Landscaping and Lighting District - Conduct protest hearing and consider adoption of a resolution adopting an assessment for continuation of the district in fiscal year 2012-13 (Director of Administrative Services Bigall) Director Bigall gave the report. She said the $378 annual assessment for the property owners in Cypress Hollow was a continuation of an assessment that originated when the subdivision was in the County of Marin. She said that the ongoing costs for maintenance of the district by the Town totaled $16,750. Director Bigall said that a notice had been mailed to all property owners in accordance with state law. She said that no protests had been received by staff. Mayor Fraser opened the public hearing. There were no comments or protests. Mayor Fraser closed the public hearing. MOTION: To adopt the resolution continuing the assessment district. Moved: Fredericks, seconded by Collins Vote: AYES: Unanimous 2. Amendments to Town Code pertaining to Chickens and Honey Bees and other amendments - Consider text amendments to Title VI, Chapter 20 (Animals) and Title IV, Chapter 16 (Zoning) of the Tiburon Municipal Code (Town Code) - Introduction and first reading of ordinance (Director of Community Development Anderson) - continued without hearing until August 1, 2012 ACTION ITEMS 1. Appointments to Boards, Commissions and Committees - Consider appointments of the following Town Council representatives: a) voting delegate to League of California Cities Annual Conference; b) representative to Transportation Authority of Marin Sustainable Communities Strategy Ad Hoc Committee (Town Clerk Crane Iacopi) In her report, Town Clerk Crane Iacopi described the vacancies and asked Council to consider making the above appointments. Town Council Minutes #13 -2012 July 18, 2012 Page 2 MOTION: To appoint Councilmember Fredericks a) as the voting delegate to the League of California Cities Annual Conference; and b) to reaffirm her appointment as the Town representative to the TAM SCS ad hoc committee. Moved: O'Donnell, seconded by Collins Vote: AYES: Unanimous 2. Wildland Fire Agreement - Consider adoption of agreement for fire suppression services with State of California (Cal Fire) for Angel Island (Town Attorney Danforth) Town Attorney Danforth said that in 2008, a fire consumed nearly half of the vegetation on Angel Island before it was brought under control within 24 hours by the combined efforts of the Department of Forestry and Fire Protection ("Cal Fire"), the Marin County Fire Department and the Tiburon Peninsula Fire Protection District ("TPD"). She said that while no lives were lost or structures burned, the firefighting costs totaled $700,000. In the aftermath of the fire, the Town Attorney said the Town discovered that neither the Tiburon Fire Protection District nor Cal Fire had Angel Island within its boundaries. She said that Town staff commenced to find a way to remedy this gap in protection. Over the past three years, Danforth said Town staff had worked with Cal Fire and the State Department of Parks and Recreation ("State Parks"), the other parties to the proposed agreement, to provide fire protection services to Angel Island. She said the Office of Assemblyman Jared Huffinan had been very helpful in actively facilitating the negotiations. Under the proposed agreement, Danforth said that Cal Fire would provide fire protection services to Angel Island for three years, including fire prevention, reporting and suppression, incident management and public education. Danforth described the terms of the proposed agreement and said it would cost $17,655.89 in the first year, $18,538.68 in the second and $19,465.61 in the third, for a total cost of $55,660.18. She noted that there was a one-year cancellation clause in the contract. Town Attorney Danforth said staff believes the agreement to be the best available opportunity in the short run to secure fire protection for Angel Island. For the longer term, she said a possible legislative solution was being sought that would fund provide State funding to pay the cost of adding the island to the TPD's territory. Councilmember Fredericks asked what would happen after the contract expiration date. Chief Streblow, Cal Fire, responded. He said thereafter, it would become an "assistance by hire" agreement to be negotiated. He said this type of agreement was for the protection of State resources and wildland resources that were contiguous with local jurisdictions. He said it would provide air attack and equipment, and machinery such as bulldozers. Town Council Minutes #13 -2012 July 18, 2012 Page 3 Chief Streblow noted that Angel Island was unique and there was nothing quite like it [a contiguous property not under fire district control] in the entire State. He said that before the 2008 fire on Angel Island, he, too, thought the island was under the State's [fire] jurisdiction. Streblow said the agreement that had been worked out with the Town was one that provided the services described above and would cost no more than normal protection of this sort. Vice Mayor O'Donnell, in expressing his appreciation for the services provided, asked for greater cost breakdown. Chief Streblow responded that firefighting costs were calculated on a formula based on high, medium and low dispatch conditions. He said, for instance, that the provision of only air support in a "low" condition would cost $6,000; $31,000 for a medium condition, and the like. Streblow noted that the proposed agreement was a "not to exceed" contract (based on averages) and that the costs would no go higher than described. Councilmember Collins asked if this was an insurable peril by the Town. Town Attorney Danforth said that there might be a possibility of obtaining private insurance; however, she said the longer term solution was to get Angel Island into the Tiburon Fire Protection District. Mayor Fraser opened the public hearing. Preston Petty asked to which parties the "not to exceed portion" of the contract pertained. Town Attorney Danforth said it pertained to the Town's payment [to Cal Fire]. Mayor Fraser closed the public hearing. Vice Mayor O'Donnell thanked Town Manager Curran and Town Attorney Danforth for their work in obtaining the agreement. He said that it was a good stop gap measure. Councilmember Collins thanked the Tiburon Fire Protection District for its services, as well. Town Manager Curran offered to draft a letter for the Mayor's signature thanking Assemblyman Huffinan for his assistance. The Council agreed. Motion: To approve a resolution approving an Agreement with the State Department of Forestry and Fire Protection and the State Department of Parks and Recreation to provide fire protection services to Angel Island, and authorizing the Town Manager to negotiate and execute the final agreement. Moved: Collins, seconded by Fredericks Vote: AYES: Unanimous Town Council Minutes #13 -2012 July 18, 2012 Page 4 3. Marketing & Communications Task Force Presentation - Report by Downtown Committee and Marketing & Communications Task Force members on their process and recommendations regarding downtown revitalization (Mayor Fraser, Councilmember Collins, Town Manager Curran) Town Manager Curran introduced the item and said the members of the Marketing & Communications ("M&C") Task Force would make a presentation. Councilmember Collins said the idea of a task force was first conceived in the aftermath of the economic downturn of 2008 when the Town was looking for a way to attract more residents and visitors to downtown Tiburon. Collins noted that in 2010, the Council had appointed a Downtown Committee comprised of Mayor Fraser and Councilmember Collins, and that after an extensive community process including two public workshops, a downtown vibrancy report was issued which recommended the creation of a Marketing & Communications Task Force to develop a branding message and communications strategy for the downtown. Mayor Fraser introduced the task force members: Janice Anderson-Gram, Todd Garrett, Michael Koskie, Hank McWhinney, Colin Probert, and Patrick Sherwood. He noted that each one had substantial depth and experience in advertising and marketing. Mayor Fraser said the Town was indeed fortunate to have such experienced and committed volunteers. Mayor Fraser said that what was being brought forward to the Council tonight was a singular branding message to promote the Town, and that at a subsequent meeting the Council would receive a report on a parking and circulation analysis for Downtown Tiburon, the other major recommendation of the downtown vibrancy report. Colin Probert and Janice Anderson-Gram presented the research methodology of the task force and its findings. Mr. Probert said they had taken an "old school" (traditional) approach to marketing research. Ms. Anderson-Gram said that the task force had worked hard to ensure that the marketing research was thorough and complete. Ms. Anderson-Gram said that the Task Force interviewed downtown retailers, restaurateurs and business owners, the San Francisco and Marin Visitor's Bureaus, as well as service providers like the Blue & Gold Fleet and San Francisco bicycle rental concessioners. She said all of these interviewees were eager to help but she said they were also very candid about current problems. Anderson-Gram said downtown was described by some as a "ghost town;" she said the interviewees had described the need for more public restrooms, bike racks, and the like. Anderson-Gram said that it was pointed out that better integration was needed between Ark Row and Main Street, and better and more consistent hours for businesses, among other suggestions. Mr. Probert said that the goal was to improve upon what our downtown has to offer; for the enjoyment of residents and to bring more foot traffic, energy and money to the area. He said that the Task Force had learned that there were 16 million visitors to San Francisco each year and that Town Council Minutes #13 -2012 July 18, 2012 Page 5 80% of the tourists who came to Marin were "day trippers". He said the Task Force's mission was to "get the word out" about Tiburon in the form of a solid, long-term marketing plan Ms. Anderson-Gram and Mr. Probert said that the Task Force had been asked to come up with a marketing message; a timeless, true and powerful brand. Anderson-Gram said the Task Force built on the idea of what makes Tiburon unique and special; its breath-taking views of mountains and the Bay; it's biking and hiking trails; the only place in Marin where the Golden Gate Bridge was also visible from its shore; and that getting here, especially by water, is half the fun. Probert said that the energy and expertise of marketing partners (such as Blue & Gold Fleet) could be harnessed and that this, in turn, would create a "virtuous circle" that would bring more visitors to Tiburon, more revenue, more investment, and the like. Patrick Sherwood spoke next. He said he was humbled to represent the group; he said that although it had been hard work, it was also fun, and a privilege to serve on the Task Force. Mr. Sherwood agreed that the branding message was not just to fill an important need, and that it was not solely about commerce. He said that the purpose of the message was to create a better downtown for the benefit of residents. A better downtown is essentially a quality of life issue, one that makes our life more interesting and validates our reasons for living in Tiburon. He said the message was both professional and personal. He said that the Task Force wanted to join forces with the Chamber and speak with one voice. He showed some proposed directional sign prototypes that would build on icons of the Town, such as the "Coming About" fountain. Sherwood said the Task Force thought about how to best express the appeal of Tiburon. He introduced the branding message visually on the screen: TIBURON By the Bay Near. Perfect. He said it described the Town in an emotional way but that it worked with both sides of the brain. Mr. Sherwood said that the Town's website would do the "heavy lifting" to promote the message, and was the most affordable way to get the message out. He said that the site was a work in progress, but that it would be a powerful visual experience, with photos showing the beauty and attractions of Tiburon. He said that key word searches of content to be written would drive traffic to the site. He said this was an art as well as a science. Sherwood said that the resident portion of the site would be upgraded as well. Mr. Sherwood said that branding would only succeed as part of an overall marketing plan and strategy. He said that the key was to develop and implement such a plan. He turned the discussion over to Hank McWhinney. Town Council Minutes #13 -2012 July 18, 2012 Page 6 Mr. McWhinney said that the brand message was the core but would include at least 10 strategies (below) which he went on to describe in more detail: 1. Website 2. Signage 3. Events 4. Publicity 5. Publication of a brochure 6. Promotions 7. Personal selling 8. Marketing partners 9. Holiday ads 10. Social media Town Manager Curran then spoke, saying that the Task Force was willing to continue meeting to ensure the success of this program. She said the Chamber was also willing to help carry the load. However, the Town Manager said that there was a substantial workload and that for a successful outcome; a concerted push was needed in the coming year. Curran described some examples of the work load-1) to develop content for the website that would be responsive to Google and other search engines; 2) to establish a framework in which to work with hotel concierges and to develop collateral materials; 3) to delineate the roles of the Chamber and the Town and to "up our game" for a vital, successful partnership; and 4) to develop projects and programs and momentum with which to work with the marketing partners. The Town Manager said that someone was needed to run with this ball and she said the Town had set aside funds in the current budget to hire a part-time contract person for one year. She said that the Council was not being asked to endorse a specific proposal tonight. Mayor Fraser said the Task Force had completed its initial mission, to create a branding message and marketing strategy. He said it now sought the endorsement of the Town Council to move ahead with this program. He said the Task Force was proud of its work; he thanked the community for participating and contributing to the process. Vice Mayor O'Donnell also thanked the Task Force and all the people who had participated in the process. He said he knew little of marketing strategies but that this seemed to be the right direction to move in. O'Donnell asked about the Town's hotel tax and who received it. Town Manager Curran said that all of it (2%) went to the Marin Visitor's Bureau at the behest of the two hotels in Town [through the formation of the Tiburon Tourism Business Improvement District]. O'Donnell asked whether these funds might be redirected (to local marketing efforts). Ms. Curran said that the funds were not the Town's to control; she said that it might be possible to redirect these funds with the consent of the hoteliers, but that currently, the funds were assessed pursuant to State Law which very specifically proscribed their use. Town Council Minutes #13 -2012 July 18, 2012 Page 7 Vice Mayor O'Donnell said he loved the downtown fountain and the prototype signs; he said the concept combined the new and the old. He also agreed with and liked the idea of unified signage throughout the Town. The Vice Mayor said he was not sure about the "perfect" part of the branding message and that he was a little taken aback by it. Councilmember Doyle said he liked the branding message. He said that this was his business and that what he had learned was that the hardest thing to do is to make something seem simple. Doyle said he liked how simple the message was; he said "it says so much more" and makes you think about it which makes it even more interesting. He said the message was easy to remember. He said that he knew how much effort it took to arrive at this point. He gave kudos to the Task Force. Councilmember Fredericks also thanked the members of the Task Force, stating that the work was masterful. She said it was also apparent that they had fun doing the work. Councilmember Collins thanked former Mayor Tom Gram for championing the "Coming About" fountain and making it a reality. Mayor Fraser opened the item to public comment. Mike Gornet, former President of the Tiburon Peninsula Chamber of Commerce, asked whether landlords were represented in the marketing research. He agreed that the mix of downtown businesses was eclectic and that the hours were not perfect; he asked how consistency could be attained and whether the Town could somehow influence the mix of businesses through an ordinance, or some other [zoning] mechanism. Mayor Fraser said that the Marketing & Communications Task Force had spoken with all of the downtown property owners and that they had "stayed connected." Town Manager Curran noted that Mrs. Zelinsky wanted to be at tonight's meeting but had another commitment and sent her regrets. Steve Sears thanked the Task Force for doing the "heavy lifting." He said the branding message was "brilliant" and the marketing strategy was "fabulous". He said that moving forward, all 10 items needed to be dealt with one at a time. He said that he was committed to work with the Town over the next year to achieve the results. Mr. Sears said that the Chamber's director was also "ready to go," but he said there was a lot to do which would require more than just one representative from the Town and one from the Chamber. Sears said it would also take the participation of the landlords and the merchants, many of whom were not active in the Chamber. Jim Allen, Belvedere Land Company, past Chamber President, said that most of the marketing ideas presented had been considered by the Chamber but that there was a lack of motivation, funding or money to do them. He said that support was sorely needed. Town Council Minutes #13 -2012 July 18, 2012 Page 8 Allen said he liked the signage and thought it was very distinctive; said it should be used for everything, including shops. He said it should be made available for wide use and that it could help implement the branding message. Mr. Allen asked who the Town's "point person" would be for the effort in the short term. Mayor Fraser said that Town Manager Curran was the one. Mr. Allen commended the Task Force and the Council for a great team effort. Gary Lucas, current Chamber President, echoed the remarks of Mr. Sears and Mr. Allen. He, too, thanked the Council, the Task Force, and the Town Manager. He said he thought the message was "just perfect" and a breath of fresh air. Klaus Meinberg, former downtown restaurant owner and current retail business owner, said the questions that he got from tourists all the time were, "what can we do or what is there to see here"? He said attention should be paid to answering these questions. He suggested more signage for visitors who come off the ferry "by the hundreds." He said better signage was needed to direct people to restrooms; said the branding message should be on signs at the Oakland and San Francisco airports. Mayor Fraser closed the public hearing. Councilmember Collins thanked the members of the Task Force and Mayor Fraser, for his leadership. He also thanked Task Force member Todd Garrett for his contributions, even though he did not have an oral report tonight. Councilmember Collins thanked Town Manager Curran for her tireless efforts and for her ability to create results at "warp speed"; he described her as a "one-woman, crew". Mayor Fraser echoed these comments. He also thanked other members of the Town's support staff, particularly Town Clerk Iacopi and Receptionist Joan Palmero. Mayor Fraser asked what the direction was from the Council. The Council was unanimous in its message: "Full speed ahead." TOWN COUNCIL REPORTS None. TOWN MANAGER'S REPORT None. WEEKLY DIGESTS • Town Council Weekly Digest - June 22, 2012 • Town Council Weekly Digest - June 29, 2012 • Town Council Weekly Digest - July 6, 2012 Town Council Minutes #13 -2012 July 18, 2012 Page 9 • Town Council Weekly Digest - July 13, 2012 ADJOURNMENT There being no further business before the Town Council of the Town of Tiburon, Mayor Fraser adjourned the meeting at 9:15 p.m. ATTEST: r r DIANE CRANE IAMPI, TOWN CLERK Town Council Minutes #13 -2012 July 18, 2012 Page 10