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CC AG PKT 2014-07-14 #C
SCI AGENDA STAFF REPORT FO DATE: July 14, 2014 TO: Honorable Mayor and City Council FROM: Jim Basham, Director of Community Development/Services SUBJECT: TENNIS PROFESSIONAL SERVICES AGREEMENT FOR THE SEAL BEACH TENNIS CENTER K u ►, I I, unmel a That the City Council adopt Resolution No. 6481 approving a professiona- cervices agreement with Brenda Danielson to provide Tennis Professiona: Services at the Seal Beach Tennis Center. On June 24, 2013, the City Council directed staff to move forward with implementing the Seal Beach Tennis Center Strategic Plan and authorized the City Manager to determine the staffing needs. The Seal Beach Tennis Center Strategic Plan outlined a number of goals for the Seal Beach Tennis Center including a long term plan for the facility to be a successful asset to the community. A number of the goals identified in the Seal Beach Tennis Center Strategic Plan are to be completed by a tennis professional with experience in the tennis industry. To complete these goals, the City performed a detailed search to identify the best professional to provide services. An RFP (Request For Proposals) was advertised, which asked applicants to identify goals and management strategy for the future of the facility. The City received four proposals from qualified applicants with experience in the tennis industry. Each applicant was interviewed by a panel consisting of an outside recreation professional and City staff. Of four initial applicants, two finalists were selected. The finalists were then asked to identify specific goals from the Seal Beach Tennis Center Strategic Plan and to demonstrate in detail how they hoped to accomplish each goal. Following a thorough review of the responses and interview of each candidate, staff is recommending that the City enter into a professional services agreement with Brenda Danielson to provide Tennis Agenda Item — C Professional Services at the Seal Beach Tennis Center. Brenda has demonstrated through the selection process that she has a detailed understanding of the City's goals and objectives as adopted by the City Council. Her 20+ years of experience in the local tennis community and City recreation coordination makes her an ideal selection to be an integral part of the Seal Beach Tennis Center team. With the adoption of this agreement, Brenda is prepared to immediately start working on the City's behalf to grow programs, increase participation, and make the Seal Beach Tennis Center a destination for residents and tennis players across Southern California. There is no environmental impact related to this item. LEGAL ANALYSIS: The City Attorney has reviewed the propose agreement and resolution and approved each as to form. This agreement has been accounted for in the 2014/15 adopted budget. I V 0 k i i 1 0 1111*1 ZIL That the City Council adopt Resolution No. 6481 approving a professional services agreement with Brenda Danielson to provide Tennis Professional Services at the Seal Beach Tennis Center. .9 TA NO a �. 4M MI..- 1 11 ON, " a 1, L Washam, Director 11VA. Ingram, City IV MAZWMEWSLe -a-, Prepared by: Tim Kelsey, Recreation Manager Attachments: A. Resolution No.6481 B. PSA — Brenda Danielson C. 2013 Seal Beach Tennis Center Strategic Plan i� RESOLUTION NUMBER 6481 A RESOLUTION OF THE SEAL BEACH CITY COUNCIL APPROVING A PROFESSIONAL SERVICES AGREEMENT WITH BRENDA DANIELSON FOR TENNIS PROFESSIONAL SERVICES AT THE SEAL BEACH TENNIS CENTER THE SEAL BEACH CITY COUNCIL DOES HEREBY RESOLVE AS FOLLOWS: SECTION 1. The City Council hereby approves that Professional Services Agreement dated July 14, 2014 between the City of Seal Beach and Brenda Danielson for Tennis Professional services at the Seal Beach Tennis Center. SECTION 2. The City Council hereby authorizes the City Manager to execute the agreement on behalf of the City. PASSED, APPROVED and ADOPTED by the Seal Beach City Council at a regular meeting held on the 14th day of _July_, 2014 by the following vote: AYES: Council Members NOES: Council Members ABSENT: Council Members ABSTAIN: Council Members Mayor ATTEST: City Clerk STATE OF CALIFORNIA ) COUNTY OF ORANGE SS CITY OF SEAL BEACH 1, Linda Devine, City Clerk of the City of Seal Beach, do hereby certify that the foregoing resolution is the original copy of Resolution Number 6481 on file in the office of the City Clerk, passed, approved, and adopted by the City Council at a regular meeting held on the 14th day of July , 2014. City Clerk ar r • � j r l r between City of Seal Beach 211 - 8th Street Seal Beach, CA 90740 Q Brenda • 19412 MacGregor Huntington 92648 (714) 345-094 This Professional Service Agreement ( "the Agreement ") is made as of July 14, 2104 (the "Effective Date "), by and between Brenda Danielson ( "Consultant "), and the City of Seal Beach ( "City ") a California charter city, (collectively, "the Parties "). 1 of 9 ST286- 000111236808v3.doo RECITALS A. City desires certain professional services. B. Consultant represents that it is qualified and able to provide City with such services. NOW THEREFORE, in consideration of the Parties' performance of the promises, covenants, and conditions stated herein, the Parties hereto agree as follows: 1.0 Scope of Services 1.1. Consultant shall provide those services ("Services") set forth in the attached Exhibit A, which is hereby incorporated by this reference. To the extent that there is any conflict between Exhibit A and this Agreement, this Agreement shall control. 1.2. Consultant shall perform all Services under this Agreement in accordance with the standard of care generally exercised by like professionals under similar circumstances and in a manner reasonably satisfactory to City. 1.3. In performing this Agreement, Consultant shall comply with all applicable provisions of federal, state, and local law. 1.4. Consultant will not be compensated for any work performed not specified in the Scope of Services unless the City authorizes such work in advance and in writing, The City Manager may authorize payment for such work up to a cumulative maximum of $10,000. Payment for additional work in excess of $10,000 requires prior City Council authorization. 2.0 Term This term of this Agreement shall commence as of the Effective Date and shall continue until terminated as provided by this Agreement. 3.0 Consultant's Compensation City will pay Consultant in accordance with the fee schedule set forth in Exhibit B. City will not withhold any applicable federal or state payroll and other required taxes, or other authorized deductions from payments made to Consultant. 2 of 9 ST296-0001 X1 2368080.doc 4.0 Consultant's Records Upon 24-hour notice from City, Consultant shall allow City or City's agents or representatives to inspect at Consultant's offices during reasonable business hours all records, invoices, time cards, cost control sheets and other records maintained by Consultant in connection with this Agreement. City's rights under this Section shall survive for two years following the termination of this Agreement. 5.0 Termination 5.1. This Agreement may be terminated by City, without cause, or by Consultant based on reasonable cause, upon giving the other party written notice thereof not less than 30 days prior to the date of termination. 5-2. This Agreement may be terminated by City upon 10 days' notice to Consultant if Consultant fails to provide satisfactory evidence of renewal or replacement of comprehensive general liability insurance as required by this Agreement at least 20 days before the expiration date of the previous policy. 6.0 Party Representatives 6.1. The City Manager is the City's representative for purposes of this Agreement. 6.2. Brenda Danielson is the Consultant's primary representative for purposes of this Agreement. 7.0 Notices 7.1. All notices permitted or required under this Agreement shall be deemed made when personally delivered or when mailed 48 hours after deposit in the United States Mail, first class postage prepaid and addressed to the party at the following addresses: To City: City of Seal Beach 211-8th Street Seal Beach, California 90740 Attn: City Manager To Consultant: Brenda Danielson 19412 MacGregor Circle Huntington Beach, California 92648 7.2. Actual notice shall be deemed adequate notice on the date actual notice occurred, regardless of the method of service. 3 of 9 ST296-0001 \1 236808v3.doc 8.0 Independent Contractor 8.1. Consultant is an independent contractor and not an employee of the City. All services provided pursuant to this Agreement shall be performed by Consultant or under its supervision. Consultant will determine the means, methods, and details of performing the services. Any additional personnel performing services under this Agreement on behalf of Consultant shall also not be employees of City and shall at all times be under Consultant's exclusive direction and control. Consultant shall pay all wages, salaries, and other amounts due such personnel in connection with their performance of services under this Agreement and as required by law. Consultant shall be responsible for all reports and obligations respecting such additional personnel, including, but not limited to: social security taxes, income tax withholding, unemployment insurance, disability insurance, and workers' compensation insurance. 8.2. Consultant shall indemnify and hold harmless City and its elected officials, officers, employees, servants, designated volunteers, and agents serving as independent contractors in the role of City officials, from any and all liability, damages, claims, costs and expenses of any nature to the extent arising from Consultant's personnel practices. City shall have the right to offset against the amount of any fees due to Consultant under this Agreement any amount due to City from Consultant as a result of Consultant's failure to promptly pay to City any reimbursement or indemnification arising under this Section. 9.0 Subcontractors No portion of this Agreement shall be subcontracted without the prior written approval of the City. Consultant is fully responsible to City for the performance of any and all subcontractors. 10.0 Assignment Consultant shall not assign or transfer any interest in this Agreement whether by assignment or novation, without the prior written consent of City. Any purported assignment without such consent shall be void and without effect. 11.0 Insurance 11.1. Consultant shall not commence work under this Agreement until it has provided evidence satisfactory to the City that Consultant has secured all insurance required under this Section. Consultant shall furnish City with original certificates of insurance and endorsements effecting coverage required by this Agreement on forms satisfactory to the City. The certificates and endorsements for each insurance policy shall be signed by a person authorized by that insurer to bind coverage on its behalf, and shall be on forms provided by the City if requested. All certificates and endorsements shall be received and approved by the City before work commences. 4 of 9 ST296-000111236808v3.doc The City reserves the right to require complete, certified copies of all required insurance policies, at any time. 11.2. Consultant shall, at its expense, procure and maintain for the duration of the Agreement, insurance against claims for injuries to persons or damages to property that may arise from or in connection with the performance of this Agreement. Insurance is to be placed with insurers with a current A.M. Best's rating no less than A:Vlll, licensed to do business in California, and satisfactory to the City. Coverage shall be at least as broad as the latest version of the following: (1) General Liability: Insurance Services Office Commercial General Liability coverage (occurrence form CG 0001); (2) Automobile Liability: Insurance Services Office Business Auto Coverage form number CA 0001, code 1 (any auto); and, if required by the City, (3) Professional Liability. Consultant shall maintain limits no less than: (1) General Liability: $2,000,000 per occurrence for bodily injury, personal injury and property damage and if Commercial General Liability Insurance or other form with a general aggregate limit is used, either the general aggregate limit shall apply separately to this Agreement/location or the general aggregate limit shall be twice the required occurrence limit; (2) Automobile Liability: $1,000,000 per accident for bodily injury and property damage; and (3) Professional Liability: $1,000,000 per claim/aggregate. 11.3. The insurance policies shall contain the following provisions, or Consultant shall provide endorsements on forms supplied or approved by the City to state: (1) coverage shall not be suspended, voided, reduced or canceled except after 30 days prior written notice by certified mail, return receipt requested, has been given to the City; (2) any failure to comply with reporting or other provisions of the policies, including breaches of warranties, shall not affect coverage provided to the City, its directors, officials, officers, (3) coverage shall be primary insurance as respects the City, its directors, officials, officers, employees, agents and volunteers, or if excess, shall stand in an unbroken chain of coverage excess of -the Consultant's scheduled underlying coverage and that any insurance or self-insurance maintained by the City, its directors, officials, officers, employees, agents and volunteers shall be excess of the Consultant's insurance and shall not be called upon to contribute with it; (4) for general liability insurance, that the City, its directors, officials, officers, employees, agents and volunteers shall be covered as additional insureds with respect to the services or operations performed by or on behalf of the Consultant, including materials, parts or equipment furnished in connection with such work; and (5) for automobile liability, that the City, its directors, officials, officers, employees, agents and volunteers shall be covered as additional insureds with respect to the ownership, operation, maintenance, use, loading or unloading of any auto owned, leased, hired or borrowed by the Consultant or for which the Consultant is responsible. 11.4. All insurance required by this Section shall contain standard separation of insureds provisions and shall not contain any special limitations on the scope of protection afforded to the City, its directors, officials, officers, employees, agents, and volunteers. 5 of 9 ST296-0001 \1 236808v3.doc 11.5. Any deductibles or self-insured retentions shall be declared to and approved by the City. Consultant guarantees that, at the option of the City, either: (1) the insurer shall reduce or eliminate such deductibles or self-insured retentions as respects the City, its directors, officials, officers, employees, agents, and volunteers; or (2) the Consultant shall procure a bond guaranteeing payment of losses and related investigation costs, claims and administrative and defense expenses. W- Consultant shall defend, indemnify, and hold the City, its officials, officers, employees, volunteers and agents serving as independent contractors in the role of city officials (collectively "Indemnities") free and harmless from any and all claims, demands, causes of action, costs, expenses, liability, loss, damage or injury, in law or equity, to property or persons, including wrongful death, in any manner arising out of or incident to any acts or omissions of Consultant, its employees, or its agents in connection with the performance of this Agreement, including without limitation the payment of all consequential damages and attorneys' fees and other related costs and expenses, except for such loss or damage arising from the sole negligence or willful misconduct of the City. With respect to any and all such aforesaid suits, actions, or other legal proceedings of every kind that may be brought or instituted against Indemnitees, Consultant shall defend Indemnitees, at Consultant's own cost, expense, and risk, and shall pay and satisfy any judgment, award, or decree that may be rendered against Indemnitees. Consultant shall reimburse City and its directors, officials, officers, employees, agents and/or volunteers, for any and all legal expenses and costs incurred by each of them in connection therewith or in enforcing the indemnity herein provided. Consultant's obligation to indemnify shall not be restricted to insurance proceeds, if any, received by Consultant, the City, its directors, officials, officers, employees, agents or volunteers. All duties of Consultant under this Section shall survive termination of this Agreement. I 1 0 . 0 0 # * d - Consultant affirmatively represents that it is an equal opportunity employer. Consultant shall not discriminate against any subcontractor, employee, or applicant for employment because of race, religion, color, national origin, handicap, ancestry, sex, sexual orientation, or age. Such non-discrimination includes, but is not limited to, all activities related to initial employment, upgrading, demotion, transfer, recruitment or recruitment advertising, layoff, or termination. 14.0 Labor Certification By its signature hereunder, Consultant certifies that it is aware of the provisions of Section 3700 of the California Labor Code that require every employer to be insured against liability for Workers' Compensation or to undertake self-insurance in accordance 6 of 9 ST296-000111236808v3.doc with the provisions of that Code, and agrees to comply with such provisions before commencing the performance of the Services. 15.0 Entire Agreement This Agreement contains the entire agreement of the parties with respect to the subject matter hereof, and supersedes all prior negotiations, understandings, or agreements. This Agreement may only be modified by a writing signed by both parties. 16.0 Severability The invalidity in whole or in part of any provisions of this Agreement shall not void or affect the validity of the other provisions of this Agreement. RUMMEMB= This Agreement shall be governed by and construed in accordance with the laws of the State of California. No third party shall be deemed to have any rights hereunder against either party as a result of this Agreement. 19.0 Waiver No waiver of any default shall constitute a waiver of any other default or breach, whether of the same or other covenant or condition. No waiver, benefit, privilege, or service voluntarily given or performed by a party shall give the other party any contractual rights by custom, estoppel, or otherwise. 20.0 Prohibited Interests; Conflict of Interest 20.1. Consultant covenants that it presently has no interest and shall not acquire any interest, direct or indirect, which may be affected by the Services, or which would conflict in any manner with the performance of the Services. Consultant further covenants that, in performance of this Agreement, no person having any such interest shall be employed by it. Furthermore, Consultant shall avoid the appearance of having any interest, which would conflict in any manner with the performance of the Services. Consultant shall not accept any employment or representation during the term of this Agreement which is or may likely make Consultant "financially interested" (as provided in California Government Code §§1090 and 87100) in any decision made by City on any matter in connection with which Consultant has been retained. 7 of 9 ST296-0001 \1 236808v3.doc 20.2. Consultant further warrants and maintains that it has not employed or retained any person or entity, other than a bona fide employee working exclusively for Consultant, to solicit or obtain this Agreement. Nor has Consultant paid or agreed to pay any person or entity, other than a bona fide employee working exclusively for Consultant, any fee, commission, gift, percentage, or any other consideration contingent upon the execution of this Agreement. Upon any breach or violation of this warranty, City shall have the right, at its sole and absolute discretion, to terminate this Agreement without further liability, or to deduct from any sums payable to Consultant hereunder the full amount or value of any such fee, commission, percentage or gift. 20.3. Consultant warrants and maintains that it has no knowledge that any officer or employee of City has any interest, whether contractual, noncontractual, financial, proprietary, or otherwise, in this transaction or in the business of Consultant, and that if any such interest comes to the knowledge of Consultant at any time during the term of this Agreement, Consultant shall immediately make a complete, written disclosure of such interest to City, even if such interest would not be deemed a prohibited "conflict of interest" under applicable laws as described in this subsection. 21.0 Attorneys' Fees If either party commences any legal, administrative, or other action against the other party arising out of or in connection with this Agreement, the prevailing party in such action shall be entitled to have and recover from the losing party all of its attorneys' fees and other costs incurred in connection therewith. �*Xlm M IM All exhibits referenced in this Agreement are hereby incorporated into the Agreement as if set forth in full herein. In the event of any material discrepancy between the terms of any exhibit so incorporated and the terms of this Agreement, the terms of this Agreement shall control. 23.0 Corporate Authority The person executing this Agreement on behalf of Consultant warrants that he or she is duly authorized to execute this Agreement on behalf of said Party and that by his or her execution, the Consultant is formally bound to the provisions of this Agreement. IN WITNESS WHEREOF, the Parties hereto, through their respective authorized representative have executed this Agreement as of the date and year first above written. 8 of 9 ST296-0001\12368080.doc -2 Attest: M Linda Devine, City Clerk 0 Steven Flower, City Attorney 57296-0001 \12368080. doc ROMM11111" By: Name: Its: By., 11N Its: 9�� I P A Scope of Services Seal Beach Tennis Center Program Management Services Strategic Plan: Grow Tennis Activities Goal: Instructional Programs Objective (1a): Integrate all Department tennis lessons into the Seal Beach Tennis Center (SBTC), including expansion of programs and development of season culmination activities at THE SEAL BEACH TENNIS CENTER (SBTC) • Create master chart of all tennis classes that are currently offered at the Seal Beach Tennis Center, McGaugh Campus and Marina Park. • Determine current class success by analyzing attendance and income generated by each class and individual instructor each session. • Assess how many courts are used each hour to decide which markets should be targeted to have the maximum number of players on the courts always. • Meet with the tennis instructors individually or together to determine which classes should continue, which classes should be eliminated, which classes they would like offered. Find out what the instructors' ideal teaching schedules are and work with them for that goal to be achieved. • Make myself visible at the Seal Beach Tennis Center to the members and nonmembers to let them know that their voices count and offer programs and classes that they want and will therefore support. • Develop a questionnaire that can be emailed to members to learn what is important to them when making tennis changes. • Check out the competition and see what the local public and private tennis facilities near Seal Beach Tennis Center are offering and what they charge for their activities and classes. Make the Seal Beach Tennis Center a good value for members and nonmembers. • Continually adjust the schedule to offer a variety of choices geared toward students' needs. Vary age groups, class times, class type and class levels to give students options to match their schedules. This will allow students to register for multiple classes and maximize the Seal Beach Tennis Center program. • Offer the basic tennis classes for kids, juniors, adults and seniors. These include tot classes for 3-5 year olds; beginning, advanced beginning, intermediate, advanced intermediate and advanced classes for 6 years old and up. These can be offered as group and semi-private lessons. • Offer quarterly, two Saturday 1 -hour meetings, serving and volley clinics Exhibit A, Page 1 • Add scheduled drop-in classes during the weeks between tennis sessions that will run if there are no rain make-ups to be done. This will keep the instructors working, students continually playing with limited breaks and increase revenue. • Research to see if it is possible to put a sign on the wall of the Seal Beach Tennis Center that faces the freeway. Except for the initial cost of the sign, this would be free advertising for tennis classes. • Communication between the tennis instructors, one contact for the tennis center to work with, less dependence on the front desk. This will eliminate incorrect information given, build instructor team. • As enrollment increases, encourage the instructors to work together on drop-in drills like a Saturday morning intermediate/advanced intermediate class to make it inviting to all members and keep the player levels even. • Encourage instructors to cover classes for each other to avoid any class cancelations due to illness or travel. • Treat all instructors and anyone that works at the Seal Beach Tennis Center with respect. That goes a long way in people wanting to do things for each other. Objective (1a): Expand the Junior Tennis instructional programs by increasing participation in existing program and creating new weekend Junior Program (Goal = Serve 200 separate juniors per year) • Use City of Seal Beach resources to market the Junior Tennis Program to the general public. Maximize the advertising tool that the Shoreline Magazine provides and give more detail about the Junior Program and what it includes. • Provide schools with flyers for children within the local school districts to promote tennis program. Target students from neighboring cities. • Add a Spring Break and Christmas Break tennis camp for Juniors. • Offer Junior classes on Saturday and Sunday afternoons for working parents that cannot get their children to daytime classes during the week. • Add Tournament Training classes that run for 2 hours on Thursdays, Fridays, Saturdays and Sundays. Include match play and actual matches on Saturdays. Have one of the current pros, or hire a new pro that is interested in running the Junior teams' weekend play. Juniors would compete in USTA matches. • Approach local area high schools and rent them courts for team practices and high school tournaments. • Have Junior, Father/son and Mother/Daughter tournaments. Objective (1a): Develop new adult tennis activity to be conducted concurrent with Junior tennis program to encourage full family participation (Goal = Serve average of 6 adults per day) • Add Friday afternoon doubles social for adults that run at the same time as the kids' classes with drinks and snacks after, or have pizza delivered for a weekly pizza party. • Sunday afternoon drop-in tennis social, where you play in a round robin format. 903MGM11 • Father/Daughter, Mommy and Me, and Grandparents Day tennis clinics. These could include round robin match play or games a child could play, regardless of experience. Games off the court that are tennis related like ping pang. • Introduce cardio tennis classes. Cardio tennis is a fun group activity that gives players of all levels a high energy workout and the opportunity to meet new friends. Goal: Competitive Programs Objective (1b): Conduct a new Challenge Ladder League program, for both singles and doubles (Goal =12 players/league) • Create a tennis ladder, beginning with singles and add doubles once the singles ladder is running successfully. Have it advertised as an available activity in the Shoreline Magazine. Ladders can be for members only, or include nonmembers. Price of entry would include court fee with nonmembers. • Players would arrange match dates individually, scores would be submitted and ladder would show results. Depending on player level, ladders could be by USIA rating or "A" and "B" levels. • Trophies, gift cards or club credit can be given away at end of each session. These would be paid for with the ladder fee. Objective (1b): Conduct free quarterly tournaments exclusively for SBTC Members and their guests (Goal = 1 tournament per quarter with 12 participants) • Club tournaments can include doubles, mixed doubles and singles tournaments. • The matches can be played on Saturday and Sunday, with play beginning at 12:00 p.m., this would encourage club members to stay and watch their friends play after their own morning matches. As participation grows, add Friday evening matches. • Costs could be as minimal as staffing, the cost of the tennis balls, and awards for first place and finalists. The Pro Shop could have snacks and drinks players could buy. If there is a contract for the Seal Beach Tennis Center with a food vendor, the vendor would be able to provide the food and drinks for sale. If you had a barbeque afterwards you could give out awards then to bring the members together. Since you would have players sign up for the tournaments in advance, you would have an idea of the quantity of items you would need, which would keep costs efficient. Objective (1b): Conduct a new Adult Double's Tennis League(s) (Goal = Average of 20 players/league) Create a Saturday afternoon or an evening mixed doubles league for both club members and nonmembers. Price would be higher for nonmembers. Teams would consist of 4 levels, based on club rating or USTA ratings. Each team would play each other once or twice, depending on length of the league season. Exhibit A, Page 3 Each team would have multiple players so players do not have to be available every weekend to play. • Target the working crowd with doubles groups that play specific week nights. This could include Men's Doubles Night on Mondays, Ladies' Doubles Night on Tuesdays, Men's Singles Night on Wednesdays and Ladies' Singles Night on Thursdays. The season can run for 6-8 weeks with prizes or awards given away on the last day. • Have a TGIF mixed doubles league, where players stay to socialize afterwards in the club house. • Designate two courts for higher level weekly play in which staff from the Seal Beach Tennis Center organizes and invites players with specific skills (4.5-5.0 USTA ratings) to participate. Regular sets would be played, winners go up to the next court, losers go down and partners are switched, so there is a round robin format. This could be done for Ladies' Doubles and Men's Doubles. Objective (I b): Conduct a new and expanded World Team Tennis League program involving various levels of play and engaging other Tennis Clubs (Goal = Average of 20 SBTC players/league) Analyze what is currently available in the area and create a Seal Beach Tennis Club team that would be competitive against other tennis clubs. • Provide players with the format of the league and have them build a team, or have the Seal Beach Tennis Center instructors build the team by asking players to participate. Objective (11b): Conduct a new Corporate Tennis League/Tournament program (Goal = 6 corporations participating) • Target local businesses that have 100 employees or more that could potentially have enough employees that would be interested in fielding a team. • Advertise at the Seal Beach Tennis Center to see if current members work for a company that would like to participate in the league. • Update the current tennis website. Make it an easy place to find all that is offered at the Seal Beach Tennis Center. Set up an email list of corporate contacts that can be sent information about what the Seal Beach Tennis Center has done for other companies. Objective (I b): Conduct a new "Sundowner's" League in the evening for women (Goal = Average of 10 players/day) • Contact Sundowner's Tennis League to discuss having a team from the Seal Beach Tennis Center. • Target market would be working women that play tennis, and their friends. Advertise to both members and nonmembers, fee would vary by group. • Provide team with the option to have their own weekly team clinic by one of the Seal Beach Tennis Center instructors for coaching specific to their team needs. Exhibit A, Page 4 Goal: Just For Fun Programs Objective (1c): Conduct a community-wide Tennis Carnival fun program twice each year (Goal = 2 programs per year involving 25 general community participants (non-SBTC players) each program) • Target the community and nonmember players that currently use the Seal Beach Tennis Center to experience what the Seal Beach Tennis Center offers to its members and give them a reason to join. • Advertise through City of Seal Beach resources with flyers or emails. Get additional contact lists from local leagues and tournament contacts. • Open House atmosphere on a Sunday afternoon 12:00 p.m.-3:00 p.m. If there have been improvements to the facility, this would be an ideal time to show them off. • Contact racquet vendors to support a racquet demo. This allows a vendor (i.e. Wilson, Head) to promote their product and players the opportunity to demo several racquets. Day can offer member and nonmember players a discount if they buy a racquet that day. • Measure serve speed on one court. Fun to do, all you need is a speed gun which a vendor can supply. • Hit for prizes court with prizes supplied by vendors or they would be part of the cost. • If there are any new activities offered at the Seal Beach Tennis Center, let the community experience them (i.e. pickle ball). • Offer a 50% discount on the administrative fee if people join the Seal Beach Tennis Center that day. Advertised with Online Marketing and good for that day only. • Have a drawing for a one month membership giveaway. The entry form would give the Seal Beach Tennis Center contacts for future emails and mailings to its target market. • Costs would include staffing, balloon decorations, the cost of the free membership giveaway and the cost of the reduced administrative fee. Objective (1c): Conduct "Just for fun" free tennis activities exclusively for members and their guests (Goal = 1 event per quarter with 25 participants) • Host tennis parties on Memorial Day, 4th of July, and Labor Day that give members and their guests one half day of fun. Beginning at 9:00 a.m., these would include team round robin tennis and a barbeque lunch. • Winners would have their pictures posted on the Seal Beach Tennis Center website. • Cost would be staffing, cost of tennis balls, and cost of barbeque. • Special events may require City's approval of a Special Event Permit. A maximum of 6 Special Events applications will be submitted per calendar year. Exhibit A, Page 5 Goal: Tournaments and Leagues Objective (1d): Expand the number of USTA & SCTA rental league matches during non-primetime hours (Goal = Average of 6 non-primetime court rentals per week) • Provide existing local USTA (United States Tennis Association) /SCTA (Southern California Tennis Association) teams a location for home courts. USTA/SCTA teams generally play Friday mornings, Saturday and Sunday afternoons. • Work with USTA to make the most of the leagues offered at the Seal Beach Tennis Center. These can include USTA adult leagues, flex leagues, Junior Team Tennis, and OC 10 and under tennis series play days. Leagues offered vary throughout the year. • Advertise court availability in the Shoreline Magazine for local teams looking for home courts. Use internet to advertise to people that do not get the Shoreline Magazine. Cost for the team would be the court fee. Any additional coaching would be by the Seal Beach Tennis Center instructors. Objective (Id): Aggressively pursue right to host sanctioned USTA and SCTA tournament(s) for both juniors and adults (Goal = Host 2 sanctioned tournaments per year) • Work with Orange County Grand Prix to discuss the opportunity to host a weekend Grand Prix Tournament. The Orange County Grand Prix hosts tournaments for both adults and juniors at various Orange County clubs year round. • Work with USTA and SCTA to determine what tournaments would be available that the Seal Beach Tennis Center could join. Due to the location of the Seal Beach Tennis Center, consider the possibilities in both Orange County and LA County. • Contact major tennis companies that sell racquets, racquet strings, shoes, and clothing, to find out how they participate with tournaments and how the Seal Beach Tennis Center can become part of these tournaments. Objective (1d): Aggressively pursue opportunities to serve as a rental site for outside sanctioned tournaments (Goal = Schedule 6 sanctioned tournament rentals per year) • Contact local tennis clubs that host large tournaments to discuss making the courts at Seal Beach Tennis Club available for any local tournaments seeking additional courts. • Contact neighboring cities that host large tournaments to discuss making the courts at Seal Beach Tennis Club available for any of their tournaments seeking additional courts. • Advertise on website and in the Shoreline Magazine that the Seal Beach Tennis Center rents courts for corporate sponsored tournaments. gm��M Goal: Services Objective (1e): Expand tennis merchandise sales through Pro Shop (Goal Annual average of $4000 per month) • Operate and manage the Pro Shop, providing for the sale, and rental of merchandise, supplies, and equipment to meet customer demand and suitable for use at the Tennis Center. • Analyze what sells in the Pro Shop currently and expand on those items. This would include tennis balls, racquets grips, racquet dampeners, a limited amount of tennis racquets for both kids and adults, and tennis shirts. • Determine who is the customer, this could vary by gender and age, target their needs. • Keep a fast turn on merchandise carried in the Pro Shop. It is better to sell and reorder items rather than sit on merchandise. • Have the Seal Beach Tennis Center logo put on the tennis balls that are sold in the Pro Shop. It is good advertising for the club at a low cost that can be included in the price of the can of balls. • Recruit or train an on-sight stringer that is good enough to pull customers from other areas. Stringing is one of the larger revenue services offered at many Pro Shops. • Contact racquet companies and offer a demo program on racquets where players can test racquets for a fee and then if they buy a racquet through the Pro Shop the fee would be credited towards the racquet price. • Look into the possibility of working with one brand of product that would give special pricing or demo racquets to promote their brand. • Consider offering special-order services on tennis racquets for members and give them a discount for buying from the club Pro Shop. • Provide healthy and convenient, long shelf life snacks as a courtesy to the players. Examples would include drinks, fresh fruit, chips, crackers, fruit rolls. Strategy: Enhance Membership Program Goal: Grow Membership Objective (4a): Develop and market group-specific membership packages for groups such as corporations, military, Leisure World, etc. (Goal = Packages with 6 groups involving total of 30 new members) • Target local tennis players and get on board with Online Marketing. This is a great introductory resource to get players to check out the Seal Beach Tennis Center. You can offer 1/2 off court rentals on specific days or nights and times that are generally used less. Offer 1/2 off clinics for evenings that clinics are not full, reservation would be needed and a limit on how many of these would be set, but it would fill a class that had extra space available so more revenue would be brought in and a player would experience the center at a low fee. • Target the afternoon and evening nonmember players that currently play at the Seal Beach Tennis Center. Find out what would make them join the club. Cost, if any, would be determined by responses. • Develop incentive discounts for groups of 5 players or more from one market to encourage membership at the Seal Beach Tennis Center. This could be a discount on the monthly dues for 3 months, with the requirement that they pay the full amount in advance. Besides specific groups, this is a good way to get a USTA team to experience the center for a season and give them a place to practice. The cost would be the discount given, with the idea that the players will join the Seal Beach Tennis Center long term. • Offer a Three-month Summer Pass for players that may be teachers with the summer off and during the school year do not have enough time to use the Seal Beach Tennis Center. Ti its could also work for players that may come to the beach for the summer from other areas. This would be additional income to the Seal Beach Tennis Center at no cost. • Use Travel Websites to advertise drop-in drills for out of town visitors that enjoy playing tennis while on vacation. • Develop a senior package that would encourage the Leisure World residents to come over and play tennis at the Seal Beach Tennis Center. This could be a special 2 day visit per week or 8 visit per month membership since many seniors travel and many do not have the stamina to play tennis more than 2 days a week. If the seniors prefer not to join in the programs that are currently offered at the Seal Beach Tennis Center but enjoy playing against other seniors, offer tennis classes like "Super Seniors" where you have to be 55 years old to participate. There would be no cost to this since it would be a new type of membership. , • Introduce pickle ball to the Leisure World population. Pickle ball continues to be one of the fastest growing sports, and is especially fun for senior citizens because of the smaller courts and the lower learning curve for the game. Two to four pickle ball courts can be made on one tennis court. There are three ways to change courts. 1) paint pickle ball court lines on a regular tennis court so it can be used for both tennis and pickle ball, and buy portable pickle ball nets. 2) Change one tennis court into two pickle ball courts permanently, by patching existing court and resurface court. 3) Change one tennis court into two pickle ball courts permanently with permanent nets and posts. This can lead in to pickle ball tournaments where you can temporarily tape additional courts. • Charter a bus to travel to out-of-town Tennis Tournaments. This would be a day trip that many seniors might not want to drive to but would like to experience. Members would be welcome as well. Cost would be the cost of the bus and tickets to the event. • Market the tennis program to the Seal Beach local and neighboring communities to increase the number of members, students and players active at the Seal Beach Tennis Center. Create a tennis email list to communicate what the tennis program has to offer directly with the tennis community. gm��� Goal: Enhance Membership Objective (4b): Program Clubhouse each week for "Member Exclusive Social Hours" where members gather in a social atmosphere to enjoy snacks, meals, drop-in recreation games and minor recreational activities (Goal = 2 evenings and 1 weekend morning per week involving 20 members each day) • Provide a player rating system once a month to place players on USTA teams and in proper class levels to establish more consistency throughout program. This will result in class consistency, player satisfaction and overall program improvement. Cost would be staffing to provide the service and the cost of any drinks and snacks provided. • As the Seal Beach Tennis Center expands its recreational activities, offer free introductory clinics to the members as a way to jump-start participation. If you make pickle ball available, have an introductory pickle ball night where players are introduced to the rules of the game and how it is played. You can also do this with cardio classes. Have players sign up to reserve their spots in advance. Cost would be the staff demonstrating the activity along with any drinks or snacks provided. • Create a match up service for weekend play where members come down to the tennis center and are matched up with other members for a regular scoring match or an 8 game pro-set of tennis, with no ad scoring. • Establish a member referral program where the members receive a credit to their account when a referral of theirs joins the Seal Beach Tennis Center. • Provide 6 guest passes for members each year with their membership anniversary date. • Provide outstanding customer service by returning all phone calls promptly and have the players see satisfying results occur from their input. • Create a rain phone system where students can call to see if their classes will be running. • Give the paying members the first opportunity to enroll in tennis classes, an earlier registration date a few days ahead of the public player registration date. Goal: Enhance Experience Objective (4b): Conduct free/low cost quarterly non-tennis social activities for members only (Goal = 1 activity per quarter involving 25 members) • Using the large screen TV, schedule social activities around the finals of the Australian Open, French Open, Wimbledon and US Open tennis tournaments. Ideas can include "Breakfast at Wimbledon" where you serve "strawberries and cream" during a delayed screening of the tennis finals (since they are played at about 6:00 a.m. on a Sunday). Cost to club would be the price of the strawberries and cream. Drinks and other food options could be available for sale. gm��� • Yearly Football Championship Parties. These can start 1 hour before game time, lasting until the game ends. A football enthusiast that is a member of the Seal Beach Tennis Center could volunteer to make the box pool. Drinks and snacks can be available for sale so this would be no cost to the Seal Beach Tennis Center. • Host seminars on topics players are interested in. Topics could be related to a healthy lifestyle, how to prevent injury, or travel ideas. Spokesperson would provide drinks and snacks since they may generate income from their topic, so this would be no cost to the Seal Beach Tennis Center. Strategy: Improve Operation Goal: Marketing Objective (6a): Plan, Promote & conduct annual Open Houses for the general community to promote membership & activities (Goal = 2 events per year involving 100 community members) • Advertise through the City of Seal Beach resources with flyers or emails. Get additional contact lists from local leagues and tournament contacts. • Contact racquet vendors to support a racquet demo on a Saturday afternoon. This allows a vendor (i.e. Wilson) to promote their product and gives players the opportunity to demo several racquets. This event can offer member and nonmembers a discount if they buy a racquet that day. • Measure tennis serve speed on one court, vendor can supply speed gun. • Hit for prizes contest, where players try to hit items like strings, racquet dampeners, towels, grips on a court. • If there are any new activities offered at the Seal Beach Tennis Center, let the community experience them (i.e. pickle ball). • Offer a 50% discount on the administrative fee if people join that day. This could be advertised with Online Marketing and good for that day only. • Have a drawing for a one month membership giveaway. The entry form would give the Seal Beach Tennis Center contacts for future emails and mailings to its target market. • Have music playing to generate enthusiasm. • Costs would include staffing, balloon decorations, the cost of the free membership giveaway and the cost of the reduced administrative fee. • Create a more informational website for the tennis program, a site that the center can direct students to for all program and class information and questions. Can include instructor bios, pricing, contact information. Will advertise new classes, important tennis dates and events, could allow students to take a class survey. Will promote the tennis program and increase revenue. • Maximize the opportunities available on the internet. Establish a Facebook page, Linked-In page, and Twitter account. • Build the reputation of the Seal Beach Tennis Center by providing great classes at a reasonable price. Classes to run on time, as scheduled, Exhibit A, Page 10 • Special events may require City's approval of a Special Event Permit. A maximum of 6 Special Events applications will be submitted per calendar year. Control of and Access to the Tennis Center Nothing in Consultant's agreement with the City shall limit the City's ability to close the Tennis Center to the public when City, in its sole discretion deems it necessary or convenient to do so. Whenever possible, City shall provide Consultant with advance notice of any unscheduled closures. Priority will be given to maintenance and renovation needs. I :11111M 1011 • Without changing the current classes that are successfully running, potentially test the following: Cardio Classes: Cardio is a popular class made for all levels of tennis where you are hitting tennis balls and running. The class minimum to be 4, maximum 8. Drop-in Drills: As tennis players hear about the changes at the Seal Beach Tennis Center, drop-in drills on Saturday mornings with 2 instructors will potentially double the income of the drills on a weekly basis, taking it from 8 players to 16. Quarterly Serve Clinics: At the end of every season, offer a 1 class session that strictly focuses on serving, with levels beginning/advanced beginning and intermediate/advanced intermediate. The class minimum to be 4, with a maximum of 8 with one instructor for an hour Quarterly Volley Clinics: At the end of every season, offer a 1 class session that strictly focuses on volleys, with levels beginning/advanced beginning and intermediate/advanced intermediate. The class minimum to be 4, with a maximum of 8 with one instructor for an hour. New Adult and Kids Classes: Any new classes introduced after an analysis of the current tennis classes offered will bring additional revenue. These may include 6 week sessions of Super Seniors, Women's Doubles, Advanced Beginning for Kids, and any adult or kids classes. Spring Break and Winter Break Tennis Camps: The same set up as the Seal Beach Tennis Center Summer Camps, offered during the public school spring break week and the week after Christmas. Tournaments: Based on participation, tournaments will generate substantial revenue. Pickle Ball: Pickle ball is one of the fastest growing tennis oriented sports in the United States. The sport is just hitting the West Coast in a big way, especially popular with seniors. The tournaments can have 100 players in them, if not more. Membership Levels: Along with the single, couple, family and junior memberships, consider a tiered level of membership plans; gold, silver and platinum. They could range from tennis only, fitness only, tennis/fitness, and tennis/fitness/pickle ball. Each level could include added extras like a locker, extra guest passes, unlimited ball machine use, for example. Advertising: All internet advertising and referral programs will bring new players to the Seal Beach Tennis Center to use the facility and potentially become full time members. 93��Wj Pro-shop: I will identify and buy products with a fast turn to maximize the Pro-shop revenue. gm��� Exhibit B Consultant Compensation Seal Beach Tennis Center Program Management Services Compensation - City shall pay Consultant $3,600 per month as a base compensation for services rendered under the contract. Seal Beach Tennis Center Revenue - City shall pay Consultant 65% of the registration fee for any class taught at the Tennis Center and advertised through the "Shoreline," less a $5, non - refundable, administration fee per participant. - The City will pay the Consultant 80% of gross revenue collected through the register for all programs and activities. - Consultant shall be entitled to keep 90% of the gross revenue generated by the Pro Shop and Vendor contracts. Consultant shall pay City 10% of the Rross revenue generated by the Pro Shop & Vendor contracts, payable by the 15t day of the close of the month in which the revenue was generated. Payment must be accompanied by supporting documentation. - For all Private Lessons taught by Consultant, Consultant shall pay City a fee of $12 per hour per court, payable by the 15th of each month for the previous calendar month. - The Consultant shall be responsible for and keep all revenue generated by all vending machines within the Pro Shop. All vending machines located outside of the Pro Shop and Tennis lobby will be responsibility of the City, and Consultant shall be entitled to none of the revenue from these machines. Exhibit B, Page 1 Seal Beach Tennis Center , e4c am; 2020 Strategic Plan June 24, 2013 SEAL BEACH TENNIS CENTER %0 Kevfn J. McArWe %oV Consulting Seal Beach Tennis Center Action Plan 2020 The Seal Beach Tennis Center Action Plan 2020 is a Strategic Plan... an identification of the Vision, Mission, Major Strategies and Specific Goals which provide the roadmap for the facility for the upcoming years. In short, this plan identifies what the Tennis Center will be in the year 2020 and lays out the plans for getting there. This Strategic Plan was created through the hard work of an entire team who worked together to determine the answers to three critical questions relating to the Tennis Center: 1. Where Are We Now? 2. Where Are We Going? 3. How Will We Get There? The answers to these questions are within the Strategic Plan. The plan includes the following components: • Aspirations — These are a list of short phrases which best describe what the Tennis Center aspires to be in 2020. All future actions must keep these aspirations in mind. • Vision — This is a big - picture description of how the Tennis Center will be described in the year 2020. • Mission — This is a description of why the Tennis Center exists... its purpose. • Malor Strategies — These are the primary strategies the team will use to accomplish the Mission. • Goals — These are the individual goal categories within each Strategy which lay out the plans for the work ahead. • Measurable Obiectives — Each Goal includes a series of Measurable Objectives which outline the performance measurements, team responsibilities, start /completion dates and budget implications. The purpose, and value, of a great Strategic Plan is to specifically outline a "plan of attack" to achieve the outlined Vision and Mission. The success of the Strategic Plan... and the Tennis Center itself... will depend upon the day -to -day success of the team in carrying out the Goals and Objectives identified. It will be necessary to conduct a semi - annual review of the plan to determine if any modifications are necessary and to insure that financial resources are properly allocated. The plan should also be used to review the effectiveness of the team members in accomplishing the assigned activities. The Action Plan portion of the Strategic Plan can be sorted as needed by Goal, Team Member Responsibility, Goal Start Date or Goal Completion Date to allow easy analysis on a regular basis. As with any plan, its success depends on regular and candid evaluation of accomplishments and challenges along the journey. While this Action Plan identifies the Vision for the year 2020 (more than six years from now), the Goals and Objectives detail specific plans for the upcoming five years. From a global perspective, the Strategic Plan includes the following annual strategic priorities: Seal Beach Tennis Center Action Plan 2020 2012 -13 Fiscal Year Priorities for the remainder of the current year are the formation of a strong leadership team and staff, finalization of the Strategic Plan, team training and creating an appropriate budget for the upcoming year. 2013 -14 Fiscal Year Priorities for Year 1 include the creation of a new facility branding identity, development of fitness programs, expansion of tennis activities, further enhancement of the membership program and a strong focus on completing many deferred maintenance items. Year 2 will include the creation of the overall conceptual design for future facility improvements. 2014 -15 Fiscal Year Priorities for Year 2 will be rolling out an extensive marketing program, further expansion of tennis /fitness activities, implementation of community recreation activities, membership growth, kitchen and lighting upgrades and design of Phase I facility improvements. 2015 -16 Fiscal Year In Year 3, the focus will be on the actual construction of Phase I improvements, expected to include new locker rooms, fitness center and community room. The design of Phase 11 improvements will be completed. Tennis, fitness and community recreation programs will continue to grow. 2016 -17 Fiscal Year The plan for Year 4 will include the operation and programming of the Phase I improvements expected to be new locker rooms, fitness center and community room. This year would also see the construction of Phase I I improvements expected to include outdoor fitness and community recreation spaces which complement the tennis and fitness goals of the facility. 2017 -18 Fiscal Year Year 5 will see the operation and programming of the Phase 11 improvements, expected to include the outdoor fitness and community recreation spaces. In closing, the Seal Beach Tennis Center is intended to be a visionary, dynamic, energetic and achievable plan to accomplish the SBTC Vision. The Plan should be used and updated on a regular basis to stay on track towards 2020. 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