Agenda Item AGENDA STAFF REPORT ASR Control 24-000893
MEETING DATE:	04/22/25
legal entity taking action:	Board of Supervisors
board of supervisors district(s):	All Districts
SUBMITTING Agency/Department:	Health Care Agency (Approved)
Department contact person(s):	Veronica Kelley (714) 834-7024
	Ian Kemmer (714) 834-2160

Subject: Renewal Amendment for Outreach and Community Awareness Campaign

ceo CONCUR

County Counsel Review

Clerk of the Board

Concur

Approved Agreement to Form

Discussion

3 Votes Board Majority

Budgeted: N/A

Current Year Cost: N/A

Annual Cost: FY 2025-26 $2,968,406

Staffing Impact:

# of Positions:

Sole Source: Yes

Current Fiscal Year Revenue: N/A

Funding Source: State: 100% (Mental Health Services Act/Prop 63)	County Audit in last 3 years: No
Levine Act Review Completed: Yes

Prior Board Action: 7/26/2022 #10

RECOMMENDED ACTION(S):

Approve Amendment No. 2 to renew the Contract with Anaheim Arena Management, LLC, for the provision of Outreach and Community Awareness Campaign, effective July 1, 2025, through June 30, 2026, in an amount not to exceed $2,968,406, for a revised cumulative total amount not to exceed $11,721,683, renewable for one additional one-year period.

Authorize the County Procurement Officer or Deputized designee to execute Amendment No. 2 with Anaheim Arena Management, LLC, as referenced in the Recommended Action above.

SUMMARY:

Approval of Amendment No. 2 to renew the Contract for Outreach and Community Awareness Campaign with Anaheim Arena Management, LLC will provide necessary community surveys and increase the reach of the Health Care Agency's mental health awareness campaigns to Orange County residents, to help the County to achieve the goals of reducing mental health-related stigma, increase awareness of available mental health and wellbeing resources, and meet the requirements of the Behavioral Health Services Act.

BACKGROUND INFORMATION:

The Mental Health Services Act (MHSA) requires counties to engage stakeholders to identify community needs and priorities related to behavioral health for County of Orange (County) residents. MHSA requires that stakeholders reflect the diversity of the county demographics and that a broad representation of stakeholders have an opportunity to participate in some aspect of community planning.

As of January 1, 2025, the MHSA has changed to the Behavioral Health Services Act (BHSA) and has additional requirements for community planning and stakeholder engagement. This includes expanded stakeholder engagement that educates individuals about behavioral health planning and allows participation in identifying needs and priorities through outreach, education and surveys.

On July 26, 2022, your Honorable Board of Supervisors (Board) approved the Contract with Anaheim Arena Management, LLC (AAM) for provision of Outreach and Community Awareness Campaign for the term August 26, 2022, through June 30, 2025. The Contract provides behavioral health education and engagement leveraging the reach of the Anaheim Ducks National Hockey League team, as well as the Honda Center and ARTIC Transportation Center. The Deputy Purchasing Agent issued Amendment No. 1 to the Contract on December 15, 2023, to exercise the Contract's ten percent contingency for an increase of the Contract’s amount not to exceed to cover the provision of additional services under the Contract. HCA is requesting approval of Amendment No. 2 to renew the Contract for one-year.

Scope of Services:

Orange County was able to leverage statewide efforts to maximize the local impact by implementing a targeted local campaign leveraging the Anaheim Ducks, Orange County’s only professional Hockey team. This Contract covers large-scale, local mental health awareness campaigns and community educational activities focused on promotion of the OC Navigator, Orange County’s self-guided, online resource navigation tool.

The Contract addresses the limitations of HCA’s existing behavioral health outreach and education efforts by strategically placing its messaging in a professional sports venue attended and viewed by families and fans of all ages. The Contract services considerably increase the total number of people reached who might not otherwise be exposed to these messages and information. Renewal of this Contract will allow HCA to continue this large-scale education and awareness effort to connect with the diverse OC community by leveraginge the Anaheim Ducks reach. Additionally, this will also provide a larger platform to engage with the community and plan for the BHSA implementation community planning requirement.

AAM provides specific Outreach and Community Engagement Services. Any content created for outreach and community engagement services listed below is reviewed and approved by a County Project Manager prior to its release. AAM and the County will develop an outreach and community engagement plan at the start of each Contract Year.

Table 1: Campaign Assets and Metrics to be Monitored:

Campaign Assets

Metrics to be Reported

Behavioral Health Awareness

(i.e., Anaheim Ducks helmet decals, Triple Play Rotational exposure, dasher boards, Artic digital ads, etc.)

Impressions as calculated by independent third-party media vendor and/or AAM

In-Person Outreach

(i.e., activation booths, etc.)

Estimated attendees at game or community event

Digital Media

(i.e., website, social media)

Social media metrics, such as number of impressions, reached, engaged

Number of click-throughs to Ducks.OCNavigator.org

Game Ticket Giveaways

(game tickets for community events and at activation tables)

Free tickets offered as a fan incentive to participate in behavioral health activity/visit website, etc., comparison of fan engagement with and without ticket incentive

Broadcast Regional Media

(i.e., television, radio)

Impressions as calculated by independent third-party media vendor

Metrics

Asset	2022 season	2023 season
Behavioral Health Awareness (In-Stadium and external arena signage)	182.4 million impressions	292.1 million impressions
Digital Media	42.5 million impressions	109.9 million impressions
Broadcast Regional Media	130.5 million impressions	128 million impressions
Ducks.OCNavigator.org Page Views	14,681	65,541

Impressions are a standard marketing metric that reflects brand visibility resulting from the campaign efforts. Impressions inform on how often a message is seen. For television impressions every 1 second of on-screen exposure is 1 broadcast impression. For social media every 1 impression is counted each time a post is displayed to a user. In arena every 1 impression is per fan in attendance multiplied by time of exposure of Ducks.OCNavigator.org signage in the stadium.

In the Behavioral Health Services field, impressions are valuable in helping to create broad community familiarity with behavioral health resources and to help reduce stigma.

The 2024 season is on-going, and metrics are currently not available.

The proposed Amendment is to a Sole Source Contract. The Anaheim Ducks is the only professional hockey team in Orange County with an extensive reach to local fans and residents, thus this Contract with AAM allows HCA to engage in wide-scale mental health promotion year-round.

AAM's performance has been confirmed as satisfactory. HCA has verified there are no concerns that must be addressed with respect to AAM’s 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.

HCA requests that the Board approve Amendment No. 2 with AAM to continue execution of a Mental Health Awareness media campaign, as referenced in the Recommended Actions.

FINANCIAL IMPACT:

Appropriations for this Contract will be included in Budget Control 042 FY 2025-26 Budget.

The Contract includes 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 - Amendment No. 2 to Contract MA 042-22011996 with Anaheim Arena Management, LLC
Attachment B - Contract Summary Form