Agenda Item   



                                                                                                                        ASR Control  20-001167




legal entity taking action:

Board of Supervisors

board of supervisors district(s):

All Districts

SUBMITTING Agency/Department:

OC Community Resources   (Approved)

Department contact person(s):

Dylan Wright (714) 480-2788 



Stacy Blackwood (949) 923-3743



Subject:  Extend OC Parks Public Relations Services Contract


     ceo CONCUR

County Counsel Review

Clerk of the Board


Approved Agreement to Form

Consent Calendar



3 Votes Board Majority




    Budgeted: Yes

Current Year Cost: $75,000

Annual Cost: FY 2021-22 $225,000




    Staffing Impact:


# of Positions:

Sole Source: No

    Current Fiscal Year Revenue: N/A

  Funding Source: OC Parks/Budget Control 405: 100%

County Audit in last 3 years: No



    Prior Board Action: 4/21/2020 #5, 2/11/2020 #14, 2/26/2019 #24, 7/17/2018 #27




Approve and authorize the County Procurement Officer or authorized Deputy to execute Amendment Number Six to the contract with The ACE Agency, Inc. for public relations services to extend the contract for the term of April 1, 2021, through March 31, 2022, in an amount not to exceed $300,000, for a revised cumulative contract total amount not to exceed $1,629,167.






Approval to extend the contract with The ACE Agency, Inc. will continue to provide outreach, information and public relations services for OC Parks facilities.





Public relations and media management services are utilized by OC Community Resources (OCCR)/OC Parks (OC Parks) to promote and provide outreach and information to the public for the many varied facilities and recreational opportunities throughout the regional parks system. OC Parks has a small staff of two overseeing public relations and media management, including the Public Information Officer, but has a high volume of communications responsibilities such as managing the website, brochures and maps, social media, print media and press releases; interfacing with local media outlets; and marketing for public events and activities. After an evaluation of internal resources, it was determined that it would be more cost effective to use a contractor to augment in-house services.


On March 29, 2016, after a competitive procurement process, OC Parks entered into Contract MA-012-16011797 (Contract)with The ACE Agency, Inc. (ACE) effective from April 1, 2016, to March 31, 2017, in an amount not to exceed $95,000. The Contract with ACE includes services such as the development of an annual communications/public relations plan, media, social media and website support, press releases and follow-up, promotional photography, videography and advertising. On August 9, 2016, Amendment One to the Contract was administratively issued for a non-material change to specify the Contract not-to-exceed amount of $95,000.


On January 24, 2017, the Board of Supervisors (Board) approved Amendment Two to expand services to include the Dana Point Harbor (Harbor) facility that was reorganized under OC Parks in June 2016. Amendment Two increased the Contract not-to-exceed amount to $300,000 annually and renewed the Contract through March 31, 2018. The Contract was increased by a prorated amount of $34,167 for the two-month period through March 31, 2017, and by $205,000 for the term ending March 31, 2018.

On January 23, 2018, the Board approved Amendment Three to renew the Contract to March 31, 2019, with no change to the Contract not-to-exceed amount of $300,000. Expenses on the Contract related to the Harbor were paid for wholly by Fund 108, which is comprised of revenue from rents and leases of land improvements on or adjacent to state tidelands in the Harbor that were granted in trust to the County and can only be used to benefit that area.


Amendment Four with ACE was approved by the Board on February 26, 2019, to renew the Contract through March 31, 2020, with no change to the Contract's not-to-exceed amount of $300,000 annually. On July 17, 2018, the Board approved a Public-Private Partnership Lease and Option Agreement with Dana Point Harbor Partners and, as such, marketing and public relations services associated with the Harbor will be managed by the lessee, consistent with other revenue-generating leases throughout the County. As a result, OC Parks reallocated a greater portion of the public relations contract capacity to provide enhanced services to the remainder of the OC Parks system.  


Amendment Five was approved by the Board on February 11, 2020, to renew the Contract for the last of its four allowed renewal terms through March 31, 2021, with no change to the Contract's not-to-exceed amount of $300,000 annually. The Amendment also updated the County billing address, contact information and invoicing instructions.


Between April and November 2020, OC Parks facilities garnered a total of over 2.2 billion media impressions from websites, television, social media and print publications. This is equivalent to an estimated publicity value of over $3.6 million, which is determined via an analytics company that performs industry standard calculations for earned media value. The data for the current Contract term is lower than previous years due to decreased in-person programming during the COVID-19 pandemic, resulting in fewer press release distributions. While in-person programming is on hold, ACE has increased services to support OC Parks virtual programming and will continue to do so until COVID-19 restrictions are lifted.



Media Impressions

Publicity Value

4/1/2016 – 3/31/2017

5.8 Billion


4/1/2017 – 3/31/2018

13.1 Billion


4/1/2018 – 3/31/2019

6.7 Billion


4/1/2019 – 3/31/2020

7.2 Billion


4/1/2020 – 11/30/2020

2.2 Billion



Pursuant to the April 21, 2020, Board Resolution No. 20-031 regarding Procurement activities during COVID-19, Amendment Number Six to the Contract (Attachment A) has been prepared to extend the Contract for the term of April 1, 2021, through March 31, 2022, with no change to the Contract's not-to-exceed amount of $300,000 annually. Prior to Contract expiration, OC Parks will engage in a new solicitation process for these services. The Amendment also updates the contractor contact information. No changes in the Contract terms, conditions or scope of work have been requested by ACE.


The Contract currently includes subcontractors. See Attachment C for information regarding subcontractors and Contract Summary Form. The contractor’s performance has been confirmed as satisfactory. OCCR has verified there are no concerns that must be addressed with respect to contractor’s ownership/name, litigation status or conflicts with County interests.







Appropriations for this Contract Amendment are included in the OC Parks/Budget Control 405 FY 2020-21 Budget and will be included in the budgeting process for future years.


This Contract contains language allowing OC Community Resources to terminate or modify the Contract without penalty in the event that funding is reduced and/or not available.









Attachment A – Amendment Number Six to Contract MA-012-16011797
Attachment B – Contract MA-012-16011797 Redline
Attachment C – Contract Summary Form