Resolution 2018-30572 RESOLUTION NO. 2018-30572
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE
CITY MANAGER AND THE FINANCE AND CITYWIDE PROJECTS
COMMITTEE, AND WAIVING, BY 5/7THS VOTE, THE COMPETITIVE
BIDDING REQUIREMENT, FINDING SUCH WAIVER TO BE IN THE BEST
INTEREST OF THE CITY; AND AUTHORIZING THE ADMINISTRATION TO
NEGOTIATE AN AGREEMENT WITH ETC INSTITUTE INC TO CONDUCT THE
CITY'S 2018 AND 2020 COMMUNITY SATISFACTION SURVEYS, IN THE
AMOUNT NOT TO EXCEED $72,662 PER SURVEY; AND FURTHER
AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE THE FINAL
AGREEMENT UPON CONCLUSION OF SUCCESSFUL NEGOTIATIONS.
WHEREAS, the City has historically conducted resident and business satisfaction
surveys approximately every two-years since 2005, and
WHEREAS, statistically valid surveys are a government best practice to identify citywide
priorities, opportunities for improvement, and to guide strategic planning and budget processes;
and
WHEREAS, in order to stay consistent with the survey methodology and quality of the
2016 survey results, the Administration recommends to use the same survey provider, ETC
Institute, Inc. (ETC), a market research consulting firm, and
WHEREAS, staff negotiated a deeply discounted rate of $72,662 per survey, with
enhanced services, and
WHEREAS, on July 25th, 2018, the Finance and Citywide Projects Committee
supported the bid waiver in connection with an agreement with ETC, and
WHEREAS, the City Manager recommends waiving the competitive bidding
requirement, as being in the best interest of the City, for the reasons more particularly set forth
in the City Commission Memorandum and incorporated herein by reference, and as permitted
pursuant to Section 2-367(e) of the City Code; and proceeding to negotiate an agreement with
ETC to conduct the City's 2018 and 2020 Community Satisfaction Surveys.
NOW THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission hereby accept the recommendation of the City Manager and the Finance and
Citywide Projects Committee, and waive, by 5/7ths vote, the competitive bidding requirement,
finding such waiver to be in the best interest of the City; and authorize the Administration to
negotiate an agreement with ETC Institute Inc. to conduct the City's 2018 and 2020 Community
Satisfaction Surveys, in the amount not to exceed $72,662 per survey; and further authorize the
Mayor and the City Clerk to execute the final agreement upon conclusion of successful
negotiations. /n�
PASSED and ADOPTED this /7 day of 9C/2018.
Dan Gelber, Mayor
ATTEST:
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Rafael E. Granado, City Clerk
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Resolutions - R7 Q
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Jimmy L. Morales, City Manager
DATE: October 17, 2018
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE CITY
MANAGER AND THE FINANCE AND CITYWIDE PROJECTS COMMITTEE, AND
WAIVING, BY 5/7TH VOTE, THE COMPETITIVE BIDDING REQUIREMENT,
FINDING SUCH WAIVER TO BE IN THE BEST INTEREST OF THE CITY; AND
AUTHORIZING THE ADMINISTRATION TO NEGOTIATE AN AGREEMENT WITH
ETC INSTITUTE INC., TO CONDUCT THE CITY'S 2018 AND 2020 COMMUNITY
SATISFACTION SURVEYS, IN THE AMOUNT NOT TO EXCEED $72,662 PER
SURVEY; AND FURTHER AUTHORIZING THE MAYOR AND CITY CLERK TO
EXECUTE THE FINAL AGREEMENT UPON CONCLUSION OF SUCCESSFUL
NEGOTIATIONS.
RECOMMENDATION
The purpose of this item is to provide a summary and analysis supporting the Administration's
recommendation to conduct a 2018 Community Satisfaction Survey to complement the Strategic
Plan/ Resilience Strategy update.
On July 25th, 2018, the City Commission referred the 2018 community satisfaction survey discussion
item to the Finance and Citywide Projects Committee. On September 14th, 2018, the Finance and
Citywide Projects Committee supported the bid waiver for ETC Institute, Inc (ETC) to conduct the
2018 and 2020 survey and transmitted the item to the October 17th, 2018 City Commission meeting
for full consideration.
ANALYSIS
The city has historically conducted resident and business satisfaction surveys every two-years.
Statistically valid surveys are a government best practice to identify citywide priorities, opportunities
for improvement, and to guide strategic planning and budget processes. The 2018 proposed survey
will be the seventh set of comprehensive, statistically valid surveys conducted. This complements the
Strategic Plan update through the lens of resilience, as the survey will be a key component in
tracking performance with this new focus. Survey results enable data-driven decisions regarding
services and can inform strategic initiatives.
In order to stay consistent with the survey methodology and quality of the 2016 survey results, the
Administration recommends to use the same survey provider. ETC, a market research consulting
firm, has specialized in the design and administration of market research for governmental
organizations since 1982. ETC is familiar with the City of Miami Beach, having conducted the survey
in 2016. ETC conducts market research in more than 850 cities and Counties in the U.S., locally
including Miami, Broward County, Ft. Lauderdale, Miami- Dade-County, and Key Biscayne.
Page 1227 of 1637
Staff has negotiated deeply discounted rates to conduct the 2018 and 2020 surveys. The Statement
of Work is included as Attachment 1. In addition, the Administration has conducted a comparative
analysis of survey rates in South Florida to ensure the City is obtaining a competitive rate for both
resident and business surveys. The findings of the analysis show that the Miami Beach rate per
survey is lowest for resident survey (with the exception of one city that has preferential pricing), and
the lowest rate for the business survey (Attachment 1). Miami Beach's survey is more complex and
longer than many of the other cities, dividing results into geographic districts and with many
questions. The overall price is less than the cost of the survey in 2016. In addition, the new services
added, including presentations and focus groups, will improve the use of the results through analysis
and dialogue.
A total of 1,200 surveys will be completed by residents and a total of 600 surveys by businesses with
+/- 2.8% and 4- 3.9% margin of error respectively. The survey is planned to be conducted in the fall
of 2018. The final report will include:
• Survey methodology, a description of major findings, and charts with the overall results of the
survey;
• Cross tabulations that show a breakdown of results for key demographic variables;
• Importance-Satisfaction Analysis that will identify the areas where the greatest opportunities
exist to enhance overall satisfaction with city services;
• GIS maps that show geocoded survey results for selected questions on the survey;
• A presentation to the City Commission of the final results (new service);
• An additional on-site visit to present survey results to City Commission, Committees, or
Administration (new service); and
• A two-day on-site management team training and/or focus groups to understand and improve
survey results (new service).
In addition, the survey will provide the following benefits:
Strategic direction: The survey will include an Importance-Satisfaction Matrix indicating which
priority areas rank the highest in importance but rank the lowest in satisfaction. Through the
Importance-Satisfaction Matrix, the areas that come up as priorities are highlighted in the final report.
These priorities can be later aligned with the organizations' priorities, and allocate resources to
improve services in areas that matter most to the community.
Performance indicators and benchmarking: Since the City of Miami Beach has conducted the
survey in previous years, certain questions can be used as performance indicators that can be
tracked over time to measure progress against goals. Many cities use ETC Institute as their survey
provider ad performance indicators about key services can be compared with cities of similar sizes
and desired characteristics, for example coastal tourism cities.
Performance dashboard: Survey results have the potential to be displayed in a performance
dashboard allowing the Administration and City officials to analyze satisfaction with services per
neighborhood, relationships between responses and demographic data in addition to comparison of
key services performance with other cities. Staff is conducting market research for this type of
dashboard, and ETC offers results by zone within static maps.
In order to procure the services of ETC for the coirrriunity satisfaction survey to retain the continuity
of the survey provider's methodology, questions, and tools, this item requires a bid waiver.
After considering the information presented, the Finance and Citywide Projects Committee supported
the bid waiver for ETC Institute to conduct the 2018 and 2020 community satisfaction survey.
The 2018 community satisfaction survey is funded within the current FY 2018-2019 Operating
Budget.
CONCLUSION
In order to secure comparable survey methodology to 2016, and based upon the deeply discounted
rates which the Administration has negotiated, the City Manager recommends that the Mayor and
Page 1228 of 1637
City Commission waive the formal competitive bidding requirement, by a 5/7ths vote, as permitted
under Section 2-367(e)of the City Code, as being in the best interest of the City.
FINANCIAL INFORMATION
The 2018 community satisfaction survey is funded within the current FY 2018-2019 Operating
Budget for the cost of$72,662.
Legislative Tracking
Office of the City Manager
ATTACHMENTS:
Description
❑ Attachment 1
❑ Reso
Page 1229 of 1637
•
�{ T c ETC INSTITUTE
725 W.NRONTI£R CIRCLE.O1 ATHE.KANSAS.00001
-+» n, ...... --a (9121829-1215 FA%:(913)829-1591
September 20, 2018
Amy L. Knowles, Deputy Resiliency Officer
City of Miami Beach
1700 Convention Center Drive
Miami Beach, Florida 33139
305-673-7000 x6081
Subject: Statement of Work to Conduct a Resident and Business Survey
Dear Ms. Knowles:
ETC Institute is pleased to submit a scope of work and fee to conduct a resident and
business survey for the City of Miami Beach. The specific services that will be provided
for each project are described below.
Part A: Resident Survey Scope of Work
The services ETC Institute would provide for the resident survey are described below.
Task A-1: Designing the Survey Instrument/Developing the Sampling Plan
Survey Design. ETC Institute will work with city staff to design the survey instrument.
The survey will be similar to the survey that was administered by ETC Institute in 2016,
but it will be updated and tailored to the City's current needs. It is anticipated that 2-3
drafts of the survey will be prepared before the survey is approved by the City. The
survey will be up to 20 minutes in length (or a maximum of 7 printed pages).
Sampling Plan. ETC Institute recommends 1,200 completed surveys for the 2018
survey, which is less than the goal of 1,800 surveys for the 2016 survey. We do not
believe the larger sample size is needed given the City's population, and our goal is to
provide the City with the best return on its investment for our services.
Although the sample size we are recommending for 2018 will be smaller than the 2016
survey, the overall accuracy of the data will not change significantly. A random sample of
1,200 completed surveys will provide results that have a precision of at least +/- 2.8% at
the 95% level of confidence, which is just a minor change from the precision of +/-2.3% at
the 95% level of confidence achieved by the 1,800 survey sample. In addition, a sample
Page 1230 of 1637
of 1,200 completed surveys is fully sufficient to provide statistically valid results for each
of the five subareas: (1) the "condo corridor", (2) Mid Beach, (3) North Beach, (4) South
Beach and Belle Isle, and (5) South Point.
The sample will be selected at random from all known residential addresses in the City.
The sample will include households with traditional land-lines, household with cell-phones
only, and households without phones. In addition, the survey will be optimized for JAWS
screen reader for the vision-impaired. This selection methodology will ensure that the
sample is representative of the City's population. ETC Institute will also ensure that the
results are statistically valid for each of the following subareas in the City: (1) the "condo
corridor", (2) Mid Beach, (3) North Beach, (4) South Beach and Belle Isle, and (5) South
Pointe.
Deliverables Task A-1. A copy of the approved survey instrument.
Task A-2: Administer the Survey. ETC Institute will administer the survey as follows
• Once the survey is approved the City, ETC Institute will conduct a pilot test of the
survey to be sure residents can understand the questions and that the web-version
of the survey works appropriately.
• ETC Institute will mail the survey and a cover letter (on City letterhead) to a
random sample of households in the City.
• Residents who receive the survey will have the option of completing it in one of the
following three ways.
o By mail using a postage-paid return envelope, which will be included with
the survey
o By going on-line to a website; the website will be printed on the survey.
o By calling a toll-free number, which will be printed on the survey; ETC
Institute will have interviewers who will answer inbound calls in both English
and Spanish from residents who prefer to complete the survey by phone.
• Use of Multiple Methods. ETC Institute recommends the use of multiple methods
to respond to the survey to minimize the bias that any single method might have
the results. For example, seniors are much more likely to respond to surveys
conducted by phone. Since very few people under the age of 40 will answer
phone calls from people they do not know, phone-only surveys tend to be biased
against younger residents. On the other hand, younger people tend to be more
responsive to web-based surveys, so a web-based only survey might under-
represent seniors. By using multiple methods, ETC Institute will be able to
maximize the response rate to the survey, which will increase the likelihood that
the survey results will be representative of the City's population. Note that within
its large inventory of clientele, ETC does not experience a difference in response
results according to the method that the user selected to take the survey.
2
Page 1231 of 1637
• ETC Institute will follow-up with households that do not respond to the survey
within 10 days to maximize participation in the survey. These follow-ups will be
conducted as follows:
o By sending e-mails to households for whom email addresses can be
obtained. The emails will contain a link to the on-line version of the survey
o By calling households in both English and Spanish and leaving voice
messages about the survey with households that do not answer their
phone; ETC Institute will give those who do answer their phone an
opportunity to complete the survey by phone.
• ETC Institute will conduct follow-ups by phone and e-mail until a minimum of 1,200
surveys are completed.
• ETC Institute will monitor the distribution of the sample to ensure that the sample
reasonably reflects the demographic composition of the City with regard to age,
geographic dispersion, gender, ethnicity and other factors.
• ETC Institute will weight the data if needed to ensure the geographic and
demographic composition of the sample are similar to the most recent Census
estimates for the City's population and the composition of previous surveys to
ensure trend analysis from previous years is comparable.
Deliverable Task A-2. ETC Institute will provide a copy of the overall results for each
question on the survey.
Task A-3: Analysis and Final Report
ETC Institute will submit a final report to the City. At a minimum, this report will include
the following items:
• Formal report that includes an executive summary of survey methodology, a
description of major findings, and charts that show the overall results of the survey.
The final report will be similar to the one prepared by ETC Institute in 2016.
• Benchmarking analysis that shows how the results for Miami Beach compare to
national and regional norms. ETC maintains national and regional benchmarking
data for more than 80 types of local governmental services. ETC will compare
Miami Beach's results with other communities and provide charts with the
comparisons.
• Cross tabulations that show a breakdown of results for key demographic variables,
such as age, income, years of residency, and other factors.
3
Page 1232 of 1637
• Importance-Satisfaction Analysis that will identify the areas where the greatest
opportunities exist to enhance overall satisfaction with City services. The
importance-satisfaction analysis is based on the concept that public agencies will
maximize overall satisfaction by emphasizing improvements in those service
categories where the level of satisfaction is relatively low and the perceived
importance of the service is relatively high.
• A copy of the survey instruments
• GIS maps that show geocoded survey results for selected questions on the survey.
This allows the visual representation of how satisfied residents are with the
delivery of services in different areas of the City.
• Deliverable Task A-3. ETC Institute will submit the draft final report in an electronic
format and 1 reproducible hard copy of the final report. ETC Institute will also
make an on-site presentation to City Commission and provide an electronic copy
of the presentation highlighting the results. This is included with survey package at
no additional cost.
• A two-day on-site visit to conduct focus groups and/or conduct training with
employees on how to use survey data in addition to additional on-site visits to
present results to Commission, committees or administration are broken out
separately in the "Survey Fees" table on page 8 of this proposal.
Part B: Business Survey Scope of Work
The services ETC Institute would provide for the business survey are described below.
Task B-t: Designing the Survey Instrument/Developing the Sampling Plan
Survey Design. ETC Institute will work with city staff to design the survey instrument.
The survey will be similar in length and content to the survey that was administered by
ETC Institute in 2016, but it will be updated and tailored to the City's current needs. It is
anticipated that 2-3 drafts of the survey will be prepared before the survey is approved by
the City.
Sampling Plan. ETC Institute recommends 600 completed business surveys for the
2018 survey, which is less than the goal of 1,000 surveys for the 2016 survey. As with
the resident survey, we do not believe the larger sample size is needed given the City's
business, and our goal is to provide the City with the best return on its investment for our
services.
Although the sample size we are recommending for 2018 will be smaller than the 2016
survey, the overall accuracy of the data will not change significantly. A random sample of
600 completed surveys will provide results that have a precision of at least +/- 3.9% at
the 95% level of confidence, which is just a minor change from the precision of +/-3.1% at
4
Page 1233 of 1637
the 95% level of confidence achieved by the 1,000 survey sample. In addition, a sample
of 600 completed surveys is fully sufficient to provide statistically valid results for each of
the three subareas: of the following subareas in the City: (1) North Beach, (2) Mid Beach,
(3) and South Beach
The sample will be selected at random from all known business addresses in the City.
This selection methodology will ensure that the sample is representative of the City's
business population. ETC Institute will also ensure that the results are statistically valid
for each of the following subareas in the City: (1) North Beach, (2) Mid Beach, (3) and
South Beach.
Deliverables Task B-1. A copy of the approved survey instrument.
Task B-2: Administer the Survey. ETC Institute will administer the survey as follows
• Once the survey is approved the City, ETC Institute will conduct a pilot test of the
survey to be sure business owners/managers can understand the questions and
that the web-version of the survey works appropriately.
• ETC Institute will mail the survey and a cover letter (on City letterhead) to a
random sample of businesses in the City.
• Business owners/managers who receive the survey will have the option of
completing it in one of the following three ways:
o By mail using a postage-paid return envelope, which will be included with
the survey
o By going on-line to a website; the website will be printed on the survey.
o By calling a toll-free number, which will be printed on the survey; ETC
Institute will have interviewers who will answer inbound calls in both English
and Spanish from business owners/managers who prefer to complete the
survey by phone.
o The survey will be optimized for JAWS screen reader for the vision-
impaired.
• ETC Institute will follow-up with businesses that do not respond to the survey
within 10 days to maximize participation in the survey. These follow-ups will be
conducted as follows:
o By sending e-mails to businesses for whom email addresses can be
obtained. The emails will contain a link to the on-line version of the survey
o By calling businesses in both English and Spanish and giving respondents a
chance to complete the survey by phone.
5
Page 1234 of 1637
• ETC Institute will conduct follow-ups by phone and e-mail until a minimum of 600
surveys are completed.
• ETC Institute will monitor the distribution of the sample to ensure that the sample
reasonably reflects the demographic composition of the City's business community
as compared to the distribution of previous surveys.
• ETC Institute will weight the data (if needed) to ensure the geographic and
demographic composition are comparable to previous surveys to ensure trend
analysis from previous years is comparable.
Deliverable Task B-2. ETC Institute will provide a copy of the overall results for each
question on the survey.
Task 8-3: Analysis and Final Report
ETC Institute will submit a final report to the City. At a minimum, this report will include
the following items:
• Formal report that includes an executive summary of survey methodology, a
description of major findings, and charts that show the overall results of the survey.
The final report will be similar to the one prepared by ETC Institute in 2016.
• Cross tabulations that show a breakdown of results for key demographic variables.
• Importance-Satisfaction Analysis that will identify the areas where the greatest
opportunities exist to enhance overall satisfaction with City services.
• A copy of the survey instruments
• GIS maps that show geocoded survey results for selected questions on the survey
• Deliverable Task 3-3. ETC Institute will submit the draft final report in an electronic
format and 1 reproducible hard copy of the final report. ETC Institute will also
make an on-site presentation to City Commission and provide an electronic copy
of the presentation highlighting the results. This is included with survey package at
no additional cost.
• A two-day on-site visit. This could be used to conduct focus groups and/or
conduct training on how to use survey data. The on-site visit could also be used
to present results to Commission, committees or administration. This is broken out
separately in the "Survey Fees" table on page 8 of this proposal.
Survey Schedule
October/November
6
Page 1235 of 1637
• Agreement approved and signed
• Initial discussion with the City to discuss survey goals & objectives
• ETC Institute provides the City with a draft survey
• ETC Institute revises the survey based on input from the City
November
• City approves the survey instrument
• Press releases issued
• Pilot test to make sure residents understand questions
• Data collection begins (surveys are sent out)
December
• Data collection continues
• Data collection completed
January/February
• Data analysis and draft final report completed
• On-site report presentation to City Commission
• A two-day on-site visit to conduct focus groups and/or conduct training with
employees or City leaders on how to use the survey data
• Final report delivered
Qualifications
ETC Institute specializes in the design and administration of market research for
governmental organizations. Our major areas of emphasis include community surveys,
customer satisfaction surveys, transportation surveys, employee surveys, voter opinion
surveys, parks and recreation surveys, focus groups, and stakeholder interviews. Since
1982, ETC Institute has completed research projects for organizations in 49 states. ETC
Institute has designed and administered more than 2,500 statistically valid surveys and
our team of professional researchers has moderated more than 1,000 focus groups and
2,000 stakeholder meetings. During the past ten years, ETC Institute has administered
surveys in more than 850 cities and counties across the United States. ETC Institute has
conducted research for more major U.S. cities than any other firm. Some of the large
communities where ETC Institute has conducted surveys include: Broward County, Fort
Lauderdale, Miami-Dade County, and San Francisco.
Fee
The table on the following page shows the fees for conducting the two surveys with the
recommended sample sizes of 1,200 resident surveys and 600 business surveys and the
on-site presentation, training/focus groups and discussion.
7
Page 1236 of 1637
The total fee for both surveys as described in the scope of services will be $72,662 with
an option to conduct a subsequent survey in 2020. This is considered to be a high quality
level of statistical significance and is greatly enhanced by an on-site presentation to City
Commission and two days of training and/or focus groups.
SURVEY FEES
Task# Description Fee
RESIDENT SURVEY
A-1 Survey Design and Sampling $3,700.00
Plan
A 2 Pilot Test and Survey $27,100.00
Administration
A-3 Analysis/Final Report $8,672.00
Subtotal Resident Survey $39,472.00
BUSINESS SURVEY
B-1 Survey Design and Sampling $2,750.00
Plan
B-2 Pilot Test and Survey $17,540.00
Administration _
B-3 Analysis/Final Report $6,200.00
Subtotal Business Survey $26,490.00
GRAND TOTAL BOTH
SURVEYS $65,962.00
NEW SERVICES
Presentation of results to City
Commission $0
A two-day on-site visit to
conduct
focus groups and/or conduct
training with employees or City
staff how to use the survey data $4,200
Additional on-site visits to $2,500 per day
present survey results.
TOTAL $72,662
CLOSING: We appreciate your consideration of our proposal and look forward to your
decision. If you have any questions, please do not hesitate to call me at (913) 254-4512.
Sincerely,
CCj
Christopher Tatham, CEO
8
Page 1237 of 1637
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