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Agenda Item
ASR
Control 26-000072 |
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MEETING
DATE: |
03/24/26 |
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legal entity taking action: |
Board
of Supervisors |
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board of supervisors district(s): |
2 |
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SUBMITTING Agency/Department: |
Health
Care Agency (Approved) |
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Department contact person(s): |
Veronica
Kelley (714) 834-7024 |
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Ian
Kemmer (714) 834-2160 |
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Subject: Approve Contract for Behavioral
Health and Public Health Outreach Campaign
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ceo CONCUR |
County Counsel Review |
Clerk of the Board |
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Concur |
Approved
Agreement to Form |
Discussion |
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3
Votes Board Majority |
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Budgeted: Yes |
Current Year
Cost: $200,000 |
Annual Cost: FY 2026-27 $600,000 |
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Staffing Impact: |
No |
# of Positions: |
Sole Source: Yes |
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Current Fiscal Year Revenue: N/A
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Prior Board Action: N/A |
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RECOMMENDED
ACTION(S):
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1. |
Approve the Contract with Angels
Baseball LP for the Behavioral Health and Public Health Outreach and
Strategic Marketing Campaign, for the period of March 24, 2026, through March
23, 2027, for a total amount not to exceed $800,000, renewable for four additional
one-year terms. |
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2. |
Pursuant to Contract Policy Manual
Section 3.3-113, authorize the County Procurement Officer or Deputized
designee to exercise a contingency contract increase, not to exceed a total
of 10 percent of the Contract amount for the first year of the Contract, for
the entire term of the Contract, including renewals, within the scope of work
set forth in the Contract. The use of this contingency contract cost increase
is subject to approval requirements established by the County Procurement
Officer. |
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3. |
Authorize the County Procurement Officer
or Deputized designee to execute the Contract with Angels Baseball LP, as
referenced in the Recommended Actions above. |
SUMMARY:
Approval of the Behavioral Health
and Public Health Outreach and Strategic Marketing Campaign with Angels
Baseball LP will allow for implementation of a Mental Health Services Act
Innovation–funded Community Program Planning pilot which uses the Los Angeles
Angels platform to expand community participation, reduce stigma, increase
awareness of County of Orange mental health and wellbeing resources, and gather
Community Program Planning survey data which will be utilized when developing
the County’s Behavioral Health Integrated Plan.
BACKGROUND
INFORMATION:
The Health Care Agency’s (HCA)
Mental Health Services Act (MHSA) Innovation (INN) project for Community
Program Planning (CPP) is an ongoing Board-approved project that seeks to
evaluate best strategies for gathering meaningful input from Orange County stakeholders
to guide the development, implementation, and evaluation of innovative mental
health programs. MHSA INN funds are categorical, meaning they may only be used
for approved innovation and learning activities and cannot be redirected to
other behavioral health needs.
The Behavioral Health (BH) and
Public Health (PH) Outreach and Strategic Marketing Campaign (Campaign) with
the Angels Baseball LP will be funded through the County’s already-approved
MHSA INN CPP project. This project allows HCA to pilot and evaluate non-traditional
approaches to CPP engagement and assess whether leveraging a professional
sports setting can broaden awareness of and participation in BH and PH efforts
and strengthen the County’s CPP process under the Behavioral Health Services
Act (BHSA).
The Los Angeles Angels (Angels)
home games provide a strong platform for this INN pilot because this venue
reaches large and diverse Orange County audiences in a positive,
community-centered setting. The Angels
Stadium hosts 81 regular-season home games annually and attracts more than
three million attendees per year across games and non-game events. Audience
analytics demonstrate substantial representation among adults ages 25–64,
families with children, and younger adults, alongside older residents, creating
a multi-generational environment that includes populations often harder to
reach through traditional CPP outreach.
The prior HCA–Angels partnership,
through data reporting, demonstrated the scale of this channel, by generating
hundreds of millions of impressions annually through integrated in-stadium
signage, broadcast and streaming media, radio, digital placements, and
community activations. These campaigns have delivered verified media value
exceeding the County’s investment and driven sustained engagement with the
County’s behavioral health resources.
In addition to regular-season home
games, the partnership will include Angels-hosted community events and youth
programming, where HCA will engage residents through on-site outreach, and
resource distribution, and education. These activities support youth, families,
and community members through accessible, non-clinical settings that promote
early awareness and stigma reduction.
Through this INN pilot program, the
County will administer CPP-aligned surveys at Angels regular-season home games,
through Angels digital promotion, and at partnered community events associated
with the Campaign. Surveys will be short, voluntary, anonymous, and
confidential; offered in multiple languages and accessible formats; and will
gather input on behavioral health and public health needs, awareness of County
resources, and barriers to accessing care. Survey findings will be reported in
summary form and used to inform the County’s BH Integrated Plan, the County’s
three-year, community-informed roadmap for coordinating and improving mental
health and substance use services. Outreach conducted through this Campaign may
also support broader County public health awareness goals consistent with
priorities identified in the Community Health Assessment and Community Health
Improvement Plan.
This is a contract for the
remainder of the current Fiscal Year (FY) 2025-26 and the current Major League
Baseball (MLB) season, with outreach concentrated during Angels home games and
some contracted signage or digital visibility continuing on non-game days
within the term. This partnership is a behavioral health and public health
outreach and strategic marketing effort; Angels platforms are being used solely
to expand County behavioral health and public health outreach and are not
intended to promote the team.
HCA’s partnership with Angels
Baseball LP has delivered approximately 3.3 billion total impressions through
integrated in-stadium, broadcast, radio, digital, and community activations.
HCA has also participated in approximately 56 youth-focused Angels events and
engagement opportunities, including clinics, school-based wellness events, and
family-centered programming, with an estimated 8,800 youth participants across
all youth events. At these events, Behavioral Health Services (BHS) staff
attend in person and provide interactive activities, educational materials, and
age-appropriate engagement designed to educate youth about mental wellness,
leadership, and available County resources.
This effort is being implemented as
an MHSA INN-funded CPP pilot, and any future renewal or continuation will be
considered based on the results of the pilot, including campaign reach metrics
and CPP survey feedback. This pilot also aligns with the Governor of
California’s July 30, 2025, executive order calling for strengthened
suicide-prevention outreach and stigma-reduction efforts for young men, boys,
and youth by meeting residents where they already gather and engaging them in
accessible community settings.
Scope
of Services
Through the Campaign, Angels fans
and viewers will be exposed to HCA’s BH and PH awareness and educational
messaging, including County brand imagery, logos, and the URL and/or QR codes
directing residents to OC Navigator, HCA’s comprehensive online behavioral
health resource directory and the Angels.OCNavigator.org navigation tool. Campaign
content may highlight Mental Health Awareness Month, Suicide Prevention Month,
Recovery Month, and other timely behavioral health or public health themes.
As part of this Campaign, HCA will
pilot a CPP survey initiative designed to gather structured community input to
inform the County’s Behavioral Health Integrated Plan. This survey component
represents an expansion beyond prior awareness-focused contracts and will test
the effectiveness of integrating survey engagement within professional sports
settings.
Angels Baseball LP will implement
coordinated advertising, outreach, and engagement activities to support BH and
PH education and strategic marketing. The highest volume of outreach will occur
during the Angels regular-season home games through the following elements:
Branding and
In-Stadium Exposure:
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In-game
broadcast and presenting sponsorship features during Angels regular-season
home games |
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In-game
billboard and game-flow integrations |
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Stadium
LED assets, including: |
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Big A LED freeway-facing signage |
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LED 360 stadium takeovers |
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Home Plate Rotational signage |
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In-game
fan engagement features such as Selfie Cam and/or Dance Cam |
In-Person
Community Engagement & Activations
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Activation
space at Angels regular-season home games for outreach, education, survey
distribution, and community engagement |
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Booth
activations at Angels-hosted community events, including Angels 5K and Fiesta
Angels |
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Participation
in Angels youth camps, including opportunities for HCA to educate and engage
with participants and families |
Digital and Social
Media:
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One
month-long enter-to-win sweepstakes, inclusive of comprehensive marketing
exposure: |
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In-stadium |
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Broadcast and streaming |
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Angels social and digital platforms |
Performance
Metrics/Reports:
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Category |
Metrics to Track
/ Report |
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Branding
and In-Stadium Exposure |
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Number of games assets ran |
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In-Person
Community Engagement |
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Number of activations completed |
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Digital
and Social Media |
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Number of sweepstakes entries |
Additionally, this effort aligns
with the Prevention Pillar of the OC CARES initiative and supports the County’s
efforts to reduce stigma and promote awareness of available mental health and
wellbeing resources.
The proposed Contract is a Sole
Source Contract. Angels Baseball LP is the only MLB organization in Orange
County with exclusive control over Angel Stadium and Angels media platforms,
allowing HCA to conduct wide-scale behavioral health and public health outreach
across a full MLB season. The Orange County Preference Policy is not applicable
to this Contract.
This Contract is submitted for
approval less than 30 days before its effective date to ensure the County can
implement CPP survey outreach during the remaining Angels regular-season home
games and partnered Angels community events. These high-visibility settings
provide a unique, time-limited opportunity to gather broad community input
needed for BHSA Integrated Plan development; delaying approval would
significantly reduce survey reach and representativeness.
HCA has verified there are no concerns
that must be addressed with respect to Angels Baseball LP ownership/name,
litigation status, or conflicts with County interests.
This Contract does not currently
include subcontractors or pass through to other providers. See Attachment B for
Contract Summary Form.
CEO/Risk Management has reviewed
the indemnification provisions and determine them to be acceptable for these
services. See Attachment C for Risk Assessment Form.
HCA requests your Board approve the
Contract with Angels Baseball LP for the Behavioral Health and Public Health
Outreach and Strategic Marketing Campaign, as referenced in the Recommended
Actions.
FINANCIAL
IMPACT:
Appropriations for this Contract
are included in Budget Control 042 FY 2025-26 Budget and will be included in
the budgeting process for future years.
The proposed Contract include
provisions allowing HCA to terminate the Contract, reduce the level of
services, and/or renegotiate the levels of services provided, as necessary.
This includes a notice that allows HCA adequate time to transition or terminate
services to clients, if necessary.
STAFFING
IMPACT:
N/A
ATTACHMENT(S):
Attachment
A – Contract No. MA-042-26011006 for Behavioral Health and Public Health
Outreach and Strategic Marketing Campaign with Angels Baseball LP
Attachment B – Contract Summary Form
Attachment C – Risk Assessment Form