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City Council Report


City Council Meeting: February 26, 2013

Agenda Item: 3-H

To:               Mayor and City Council 

From:           Karen Ginsberg, Director, Community and Cultural Services

Subject:        Modification of Agreement Related to Cradle to Career Initiative



Recommended Action

Staff recommends that the City Council:

1.     Authorize the City Manager to negotiate and execute a second modification to Professional Services Agreement No. 2411 in an amount of $107,500 with Jonathan Mooney, a California-based consultant, to provide strategic planning, facilitation, and support to the City’s Cradle to Career Initiative. This will result in a two year and six month agreement in the amount of $177,500.

2.     Appropriate the budget changes and authorize the budget transfers as outlined in the Financial Impacts and Budget Actions section of this report.


Executive Summary

In 2010 the City Council directed the formation of the Youth Resource Team Policy Group, recently renamed the Cradle to Career (C2C) Work Group, to advance City and community efforts to address youth violence. This Cradle to Career Initiative has evolved to encompass all Santa Monica youth up to 24 years of age. Jonathan Mooney was instrumental in the development and structure of this initiative. A first modification in January 2013 increased the contract in an amount not to exceed $70,000. This second modification would increase the contract by $107,500 resulting in a two year and six month agreement of $177,500 through June 2014.  



On September 14, 2010 Council adopted Youth Violence Prevention in Santa Monica: An Action Plan for 2010 and 2011 and directed the formation of the Youth Resource Team Policy Group (YRT), recently renamed the Cradle to Career (C2C) Work Group.  The FY 2011-12 budget adoption on June 21, 2011 included a one-time set aside of $330,088 to address state budget funding reductions for youth programming. On November, 22, 2011, Council approved $150,000 of the set aside for designated Cradle to Career activities to help Santa Monica create a unified strategy of promoting the positive development of children and youth. Such activities include: guiding the C2C Work Group in developing key features of a Santa Monica Cradle to Career Initiative; development of options for early childhood and school age child care programs; and, planning and implementation of a youth data system and related interactive website.


Vendor Selection

In December 2011, the City released a Request for Proposals (RFP) to provide strategic oversight of the formation of the Cradle to Career Initiative, bringing together the City, the Santa Monica-Malibu Unified School District and Santa Monica College. The RFP was made available to all consultants on the Human Services Division’s consultant list and posted on the City’s online bidding website from December 5, 2011 through December 27, 2011. Two proposals were received, reviewed, and evaluated by an interdivisional Community and Cultural Services Department selection committee. The proposals were evaluated based on overall professionalism, knowledge of nation-wide models and best practices, and experience working with similar challenges. Jonathan Mooney was selected as the best bidder based on the ability, capacity, and skill of the consultant to work with C2C partner agencies; experience, efficiency and effectiveness of the consultant; and, the cost of services.


In March 2012, the City executed Professional Services Agreement No. 2411 with Jonathan Mooney in an amount not to exceed $50,000 through a term ending on June 30, 2013. In January 2013, a first modification increased the contract in an amount not to exceed $70,000. The proposed second modification would increase the contract by $107,500. The total amount to Jonathan Mooney for the execution of the Cradle to Career Initiative over the period March 2012 through June 2014 is $177,500.



The requested second contract modification would increase the contract by $107,500 for a new total of $177,500. Jonathan Mooney would facilitate the development of key C2C and Citywide Wellbeing Initiative activities. Areas of focus include:

·       C2C Common Agenda & Collective Impact Collaboratives: Based on data from the Youth Wellbeing Report Card, the C2C would create three collective impact collaboratives sharing a common agenda in the areas of (1) early childhood, (2) in-and-out-of-school time, and (3) transitional youth;


·       Early Learning and Out-of-School Time Evaluation: The RAND Corporation’s evaluation of Santa Monica’s early childhood and out-of-school time activities would provide the C2C Initiative information on potential system changes, and provide a framework for C2C common objectives; and


·       Shared Data: A key focus of the C2C Initiative would be the development and implementation of a shared data system between the City, the Santa Monica Malibu Unified School District, and Santa Monica College. A shared data system would help develop strategies to address areas of most needed improvement.


·       Fiscal Sustainability & Communication: A critical component of full implementation of the C2C and Citywide Wellbeing Initiatives would be the development of sustainability and communication plans, of which a key element is effective marketing of the initiative to the community and potential funders.


·       Citywide Wellbeing Initiative: The “City of Wellbeing” concept was inspired by Santa Monica’s Cradle to Career initiative. This citywide initiative would expand the concept of wellbeing to the community at large. Santa Monica would become the first U.S. city to establish a wellbeing index to spur improvements for the community.



Financial Impacts & Budget Actions

The second contract modification to be awarded to Jonathan Mooney is $107,500, for a contract total not to exceed $177,500 through June 30, 2014. Staff has spent $50,000 to date, and plans to expend an additional $42,500 in FY 2012-13. Funds in the amount of $30,088 are available in the FY 2012-13 budget in division 262. Award of the agreement requires the following actions:

1)    A release of fund balance from reserve account 1.370326 (Early Childhood Development) of $12,412;

2)    Appropriation of $12,412 to account 012629.556220.

The contract will be charged to account 012629.556220.


Following this fund balance release, the Early Childhood Development reserved fund balance is $137,588. Budget authority for subsequent years will be requested in the appropriate budgets, and will be contingent on Council approval.



Prepared by:  Natasha Guest, Senior Administrative Analyst




Forwarded to Council:







Karen Ginsberg


Community and Cultural Services


Rod Gould

City Manager