Agenda Item   



                                                                                                                        ASR Control  22-000586




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):

Annette Mugrditchian (714) 834-5026 



Veronica Kelley (714) 834-7024



Subject:  Approve Contract for Outreach and Community Awareness Campaign


      ceo CONCUR

County Counsel Review

Clerk of the Board


Approved Agreement to Form




3 Votes Board Majority




    Budgeted: Yes

Current Year Cost: $2,743,200

Annual Cost: FY 2023-24 $2,825,496
FY 2024-25 $2,910,261




    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



    Prior Board Action: N/A






Approve Contract with Anaheim Arena Management, LLC for Outreach and Community Awareness Campaign, for the period of August 26, 2022, through June 30, 2025, for a total amount not to exceed $8,478,957.



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.



Authorize the County Procurement Officer or Deputized designee to execute the Contract with Anaheim Arena Management, LLC as referenced in the Recommended Actions above.








Approval of the Mental Health Awareness Campaign with Anaheim Arena Management, LLC will increase the reach of the Health Care Agency's mental health awareness campaigns to key unserved target populations, which will help achieve the goals of reducing mental health-related stigma and increase awareness of available mental health and wellbeing resources.






The Health Care Agency (HCA) is requesting the approval of a Contract with Anaheim Arena Management, LLC. HCA is seeking to implement a three-year mental health awareness campaign leveraging the reach of the Anaheim Ducks National Hockey League team, as well as the affiliated local Rinks skating rinks (i.e., Great Park Ice, Irvine Inline, Yorba Linda Ice, Westminster Ice, Anaheim Ice), Honda Center and ARTIC Transportation Center. 


The Mental Health Services Act (MHSA) includes regulations requiring counties to use Prevention and Early Intervention (PEI) funds to: 1) combat stigma associated with mental health and/or the seeking of mental health services, 2) promote awareness of mental health conditions and available resources and 3)  engage, encourage and/or educate people (i.e., family members, friends, employers, teachers, etc.) on how to recognize and respond effectively when an important person in their life may be experiencing early signs of a mental health condition.


Anaheim Ducks fans rank number one among National Hockey League (NHL) team fans in doing “whatever possible” to promote a healthy lifestyle (75 percent), with 81 percent also reporting that they regularly engage in athletic activity and 47 percent use a fitness app. Importantly, 60 percent of Anaheim Ducks fans said they are worried about the effect of COVID-19 on personal health and 67 percent are worried about the lasting effects of COVID-19 on society. With the Honda Center seating just over 17,000 fans per hockey game, and an average per game attendance ranging from 15.8 thousand to a high of 16.8 thousand from 2017-18 through 2019-20 (; the three years pre-pandemic), Anaheim Ducks events and media are a powerful opportunity for promoting activities that reduce stress, support mental health and advertise available wellbeing resources as part of their fans’ pursuit of an overall healthy lifestyle.


In addition, the Anaheim Ducks’ fan base is diverse in age, ethnicity and socioeconomic status:


o  61 percent male, 39 percent female


o  Among adult fans, approximately 54 percent are between the ages of 18-24 years and approximately 30 percent are 55 years or older

o  Approximately 950,000 children ages 17 years or younger live in Anaheim Ducks fan households


o  44 percent White Non-Hispanic

o  32 percent White Hispanic

o  9 percent Asian

o  4 percent Black

o  6 percent Other Non-Hispanic

o  5 percent Other Hispanic

Most represented ethnic groups:

o  38 percent Mexican

o  16 percent Irish

o  11 percent German

o  6 percent Italian

o  5 percent Central American

20 percent of fans have an annual household income of less than $50,000


In addition, the Rinks skating rinks host over two million guests per year at their public skating, hockey camps, lessons, competitions, camps, shows and other events, many of which are geared towards youth and families.


This campaign will seek to leverage the reach of Anaheim Ducks hockey by strategically placing its messaging on the players’ game helmets, on signage in their home arena (i.e., Honda Center) and nearby ARTIC Transportation Center, on Anaheim Ducks social/digital media and in television and radio ads. While the campaign will span year-round, activity will be especially concentrated during hockey season which typically spans between September and April. The campaign will also offer youth and family focused messaging, particularly at the Rinks and on Sunday Hockey Spot game days.


Scope of Services

Through this Mental Health Awareness campaign, Anaheim Ducks fans and viewers, guests at the Rinks and other Honda Center events, and visitors at the ARTIC Transportation Center will be exposed to brand imagery, logos, the URL and/or QR codes for the OC Navigator, HCA’s comprehensive online resource directory and navigation tool, which was approved by your Honorable Board of Supervisors (Board) on January 14, 2020. Messages and resources from related mental health topics (e.g., Mental Health Awareness Month, Suicide Prevention Month, Recovery Month, etc.) may also be featured in this campaign.


Anaheim Arena Management, LLC will implement the following services to promote mental health awareness through the following types of activities, with the heaviest concentration of messaging and outreach occurring during the Anaheim Ducks' regular hockey season:


Anaheim Ducks Elements (preseason September; regular season October-April):

Brand Awareness

Brand placement on all Anaheim Ducks skater helmets

One annual branded paper helmet fan giveaway

Minimum of three minutes (3:00, based on game clock) of TriplePlay rotational exposure during all public Honda Center events; 0:15 second rotation

One minute (based on game clock) of in-game Dual 360 LED Ring (fascia) exposure during Ducks regular season home games

One full-page ad in the Anaheim Ducks Game Day Program during all regular season home games

One Press Release announcing the partnership and Anaheim Ducks' support of mental health initiatives


In-Person Outreach

One table or activation space at the Sunday Hockey Spot during four Anaheim Ducks Sunday regular season home games

Designation as a Co-Presenting Sponsor of the Captain's Challenge with full brand integration

o  Presidential Fitness Challenge (active lifestyle day, usually in February or March)


Digital/Social Media

Branding of a social media feature on Anaheim Ducks social media - 'Mental Health Mondays' or similar campaign

One offseason social/digital content series where players are interviewed about their mental preparation, adverse times on and off the ice, and other mental health-focused questions

One month-long, enter-to-win promotion to be run during the Anaheim Ducks regular season with comprehensive in-market support including paid social boosting

A minimum of 500,000 banner ad impressions on promoting mental health


Game Ticket Giveaways:

14,000 total tickets distributed across Ducks home games, on dates mutually agreed upon by County and Contractor

o  Maximum of 7,000 tickets to include $25 in food and beverage credit

o  700 general parking passes to be included in ticket giveaways during the regular season for Anaheim Ducks games


Honda Center Elements:

Brand Awareness

One minute of in-game Dual 360 LED Ring exposure during ingress/egress of all non-hockey Honda Center events

A minimum of three minutes of TriplePlay rotational in-arena exposure during all public Honda Center events

Inclusion in the LED panel rotation on the bi-directional Honda Center Katella Avenue Marquee screen for a 12-month period - 30 minutes of exposure per day

o  First year of partnership (2022/2023) will be prorated to 11 months of Katella Avenue Marquee rotation with the first month of partnership increased to one hour of exposure per day for the first month only


The Rinks Elements:

Digital media

Branding of a supporting campaign shared through the social and digital channels of The Rinks network of community skating facilities


Brand Awareness

One branded Digitally Enhanced Dasherboard (DED) at all The Rinks locations


ARTIC Transportation Center Elements:

Brand Awareness

Monthly inclusion in the LED panel rotation on each of the free-standing Katella Avenue and Douglass Road ARTIC Marquees - minimum of 30 minutes of exposure per day

o  First year of partnership (2022/2023) will be prorated to 11 months of ARTIC Katella Avenue Marquee and Douglas Road Marquee rotation with the first month of partnership increased to one hour of exposure per day for the first month only

Branding on four train stalls at ARTIC for a 12-month period


Reaching The Media Market:

Broadcast Regional Media

500 30-second Run-of-Show (ROS) TV spots on Bally Sports

Media in and around Anaheim Ducks game broadcasts:

o  Three minutes of digitally enhanced DED in at least one zone during all Anaheim Ducks Regular Season games on Bally Sports

o  Designation as the Presenting Partner of the 'Duck Calls' radio call-in feature, with inclusion in-show and in all Duck Calls marketing

o  One 30-second radio spot during all Anaheim Ducks regular season games


By engaging in a large-scale effort with the Anaheim Ducks through Anaheim Arena Management, LLC, HCA has the unique opportunity to connect with a diverse Orange County audience not normally reached in its usual mental health campaigns. The representative demographic groups, as indicated above, are also  identified as priority populations for risk of suicide by the Community Suicide Prevention Initiative (CSPI) and include youth, young adults and older adults, especially boys and men, as well as their family, friends and support networks. The CSPI was implemented per a Board Directive on March 12, 2019, to build community awareness, reduce mental health related stigma and advance mental wellness and suicide prevention efforts in Orange County.  The integration of these large-scale sporting events will allow the campaign to have a direct impact on fans and viewers and also allows the CSPI to leverage the reach of the Anaheim Ducks to impact a wider audience by promoting awareness and encouraging timely access to appropriate community resources. 


Additionally, this kind of expansive effort aligns with the Prevention Pillar of the OC CARES initiative and can support the County in its efforts to reduce mental health-related stigma, and to promote awareness of available mental health and wellbeing resources.


This campaign will monitor the following media metrics:


Table 1: Proposed Campaign Assets and Metrics to be Monitored

Campaign Asset

Proposed Metrics

Brand Awareness

(i.e., Ducks helmet decals, Triple Play Rotational exposure, Anaheim Ducks Game Day full page ad, press release, dasherboards, ARTIC digital ads, etc.)

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

In-Person Outreach

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

Estimated attendees; estimated number of promotional items given away; OC Navigator users and page views, when appropriate

Digital Media

(i.e., website, social media)

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

Number of click-throughs, users and page views on OC Navigator, when appropriate;

Number of responses to enter-to-win promotion and aggregated participant characteristics, if available

Game Ticket Giveaways

For tickets offered as a fan incentive to participate in mental 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


The proposed Contract is a Sole Source Contract and a completed Sole Source Request Form is attached to this Agenda Staff Report (see Attachment B). The Anaheim Ducks is the only professional hockey team in Orange County with an extensive reach to local fans and residents, thus allowing HCA to engage in wide-scale mental health promotion year-round. The Agreement does not currently include subcontractors or pass through to other providers (see Attachment C, Contract Summary Form). The Orange County Preference Policy is not applicable to this contract award.


This contract contains non-standard indemnification and insurance terms that were reviewed and approved by Risk Management and County Counsel. See the attached Approved Risk Management (see Attachment D).


HCA requests that the Board approve the selection of and Contract with Anaheim Arena Management, LLC for the execution of a Mental Health Awareness media campaign, as referenced in the Recommended Actions.






Appropriations for this Contract is included in Budget Control 042 FY 2022-23 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.











Attachment A - Contract MA-042-22011996 for Outreach and Community Awareness Campaign with Anaheim Arena Management, LLC
Attachment B - Sole Source Justification Form
Attachment C - Contract Summary Form
Attachment D - Approved Risk Assessment Form