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Minutes - Board - 2019-12-10COSTA MESA SANITARY DISTRICT MINUTES OF BOARD OF DIRECTORS STUDY SESSION DECEMBER 10, 2019 Members present Arlene Schafer, Art Perry, Bob Ooten, Jim Ferryman, Mike Scheafer Members absent None Staff present Scott Carroll (General Manager), Gina Terraneo (Management Analyst II & Acting District Clerk), Nabila Guzman (Management Analyst 1), Angela Colunga (Office Specialist) Others present Judith Gielow (Citizens Advisory Committee Member), Adam Probolsky (Probolsky Research), Jim Mosher (District resident), Pars Parikh (CR&R) Meeting called to order at 9:31 A.M. A. OPENING ITEMS Procedural: 1. Roll Call - (If absences occur, consider whether to deem those absences excused based on facts presented for the absence — such determination shall be the permission required by law.) President Ferryman called the meeting to order at 9:31 A.M. Management Analyst II and Acting District Clerk, Gina Terraneo, noted that all Board Members were present at this time. B. PUBLIC COMMENTS Procedural: 1. Public Comments President Ferryman opened public comments. Seeing no one wishing to speak at this time, he closed public comments. COSTA MESA SANITARY DISTRICT PAGE 2 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 C. ITEMS OF STUDY Action, Receive and File: 1.2019 Citizen Survey Results Recommendation: That the Board of Directors receive and file this report. General Manager, Scott Carroll, introduced Adam Probolsky of Probolsky Research to provide an overview of the 2019 Citizen Survey results. Mr. Probolsky presented the survey results, shared key findings, and described how to read the data included in the report. He commented that the survey size was robust, with 500 residents contacted via telephone and online. He noted that the respondents were given the option of receiving the survey in English, Spanish, or Vietnamese, with about 5% selecting Spanish and 2% selecting Vietnamese. Mr. Probolsky shared that 35% of respondents identified homelessness as the most important issue facing their community, while about 6% selected environmental issues. When discussing media preferences, he shared that the majority of respondents indicated that they get their news online or from television. He added that social media users indicated a strong preference for Facebook, followed by Instagram. Mr. Probolsky noted that 13% of respondents identified CR&R as the organization that collects their trash. He explained that a majority of respondents did not know what services the District provides, while a sizable group identified curbside collection and a small percentage identified sewer services. He commented that this type of response is seen frequently with local government agencies, since many residents are not focused on sanitary services. He also commented that his firm has seen an overall decrease in trust of government agencies within the past few years. Mr. Probolsky shared that 72% of respondents indicated approval of the job that the District is doing after receiving a brief description of the District. He commented that this is impressive in comparison with other agencies. He further explained that about 5% of respondents indicated disapproval, and he described the intensity data and demographics pertaining to this survey question. He noted that those who indicated disapproval believed that the District does not provide recycling or composting programs, some may not have been District customers, and some complained of poor customer service from trash collection truck drivers. Mr. Probolsky shared that 60% of respondents indicated that CR&R's trash service was excellent or good, while a small percentage answered poor or very poor. He noted that 41 % indicated that it is important that the District remain independent, while 46% were unsure and 13% said it was unimportant. He shared that 78% of survey respondents indicated that it is important for the District to remain debt -free, while some online focus group members expressed that debt is sometimes acceptable. He noted that 84% of respondents indicated that the District's sanitary services were reliable. He also noted that 87% of respondents were not aware that the District has an app. Mr. Probolsky noted that 63% of respondents indicated that they are satisfied with the District's level of openness and transparency, but he commented that this is based on a limited understanding of the District. He noted that only 38% of respondents felt that the District is doing enough to protect the environment and the health of the community, while 46% were unsure. He explained that there is typically a high COSTA MESA SANITARY DISTRICT PAGE 3 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 level of concern for environmental issues within coastal communities, and he noted that this presents an opportunity for the District to frame and focus its promotions on environmental protection. Mr. Probolsky provided an overview of the awareness, use, and satisfaction of District programs, including the Large Item Collection Program, Door -to -Door Household Hazardous Waste Collection Program, Organics Recycling Program, Sewer Inspection Rebate Program, and drop boxes for medications, sharps, and American flags. He noted that the Large Item Collection Program had the highest level of awareness, use, and satisfaction, while the other programs had relatively low awareness and use. He noted that 80% of respondents were not aware of the Citizens Environmental Protection Academy (CEPA), but about 32% of respondents indicated interest in participating. He commented that this a relatively high number, and that it presents an opportunity to increase outreach and target messaging toward the demographics that indicated interest. Mr. Probolsky noted that 83% of respondents indicated approval of the Organics Recycling Program after hearing a description of it, while 34% cited that they did not know about the program. He commented that the District can address the barriers to participation through more outreach and education. He shared that 48% of respondents indicated support for raising sewer rates for maintenance and infrastructure, while 29% were unsure. He explained that respondents were more receptive to the use of dollar amounts for proposed rate increases than percentages. Mr. Probolsky noted that most of the respondents did not contact the District within the past year, while 81 % of those that contacted the District were satisfied with their contact. He noted that 42% of respondents would like to receive District news through a newsletter, followed by emails and social media. He added that 47% preferred monthly communications from the District. Mr. Probolsky shared that 79% of respondents indicated approval of the job that the District is doing when asked again at the conclusion of the survey. He noted that 41 % of respondents owned a single family home and described the breakdown of owners versus renters. Mr. Probolsky noted that the full survey results report is included as an attachment to the staff report and he welcomed questions. Secretary Schafer asked whether those that live in apartments indicated that they would like to receive trash service from the District. Mr. Probolsky noted that this question was not included in the survey. Secretary Schafer asked if respondents were aware that solid waste customers receive up to 3 free large item pickups per year. Mr. Probolsky noted that the survey did not specify the number of pickups, but he reiterated that the satisfaction level was high for this program. Secretary Schafer asked if respondents indicated whether they utilized kitchen pails and what sized organics carts they had. Mr. Probolsky noted that they did not share this information, but he explained that some residents indicated that they did not believe they had enough space for COSTA MESA SANITARY DISTRICT PAGE 4 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 organics carts. He commented that it may be worth discussing this barrier to participation for the Organics Recycling Program. Director Perry asked how Probolsky Research obtained the emails of the online survey respondents. Mr. Probolsky noted that they were obtained through consumer databases. Discussion followed regarding whether the District can obtain emails through this method. Director Scheafer asked if Mr. Probolsky utilizes the "chat box" function on the survey webpage. Mr. Probolsky noted that a "chat box" was not included on the survey webpage. Director Scheafer commented that those who think the District does not recycle may be serviced by other trash haulers through the City of Costa Mesa. He suggested that the District share this information with the City of Costa Mesa to encourage them to provide additional solid waste disposal programs to their customers. He commented that NextDoor seems to be a platform through which residents post negative feedback. Mr. Probolsky indicated agreement, but he commented that it is a tool for agencies to engage with residents and grow their outreach capabilities. President Ferryman noted that one of the survey questions included a response about streets not being clean. He commented that street cleaning is not a District responsibility. Mr. Probolsky noted that this response may be regarding trash trucks spilling trash in the street. He commented that if this is a common complaint, it can be addressed with CR&R. Director Scheafer noted that residents indicated that homelessness was a top issue in the community. Mr. Probolsky commented that the percentage of respondents that felt this way was relatively high compared to other cities. Jim Mosher, a District resident, noted that the pool of respondents were voters, which may not include non-resident property owners (including owners of businesses and residential complexes serviced by the District). He commented that it may be worth knowing their feedback. Mr. Mosher also commented that some respondents may not have been District customers, but the presentation does not indicate which respondents were or were not customers. He indicated concern that some respondents may not have understood the question about rate COSTA MESA SANITARY DISTRICT PAGE 5 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 increases, and he noted that he was surprised that 25% of respondents reported that they had called the District in the last year. Lastly, he noted that the complete results with verbatim responses were included as an attachment to the staff report, but they were not included in the agenda for the last Citizens Advisory Committee Meeting. Mr. Probolsky verified that voters were surveyed and commented that the list of people that are eligible and registered to vote closely matches the adult population. He commented that most agencies conduct research this way. He also commented that he was surprised by the number of respondents that reported calling the District in the last year. He noted that they may have equated contacting the District with contacting CR&R, another trash hauler, or the City of Costa Mesa. Vice President Ooten exited the meeting at 10:15 A.M. Mr. Carroll noted that the Board discussed asking Mr. Probolsky about his opinion on seeking assistance from a public relations firm at their last Board Meeting. Mr. Probolsky noted that he sees many agencies seek assistance from communications firms and commented that he sees value in these services. Director Scheafer asked if there is a difference between branding and raising awareness about the District's services. He commented that he sees branding as a process of changing the agency's image. Mr. Probolsky commented that he thinks there is a difference; however, these two things may have overlap with an agency like the District. He noted that a consultant would be able to provide recommendations. Secretary Schafer asked if Mr. Probolsky's firm provides public outreach services. Mr. Probolsky noted that his firm sometimes provides video and social media content, but they work with traditional public relations firms to help with anything beyond this. He noted that there are firms that focus on public relations. There were no further questions or discussion and the report was received. Action, Receive and File: 2. November 2019 Code Enforcement Officer report Recommendation: That the Board of Directors receives and file this report. Mr. Carroll noted that Officer Roberts was not available today. He presented the report and welcomed questions. Secretary Schafer requested that CR&R drivers be instructed to make sure trash cart lids are closed after emptying. She noted that this created an issue during the recent rains. COSTA MESA SANITARY DISTRICT PAGE 6 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 Pars Parikh of CR&R responded that he will make a note of this. Director Scheafer commented that each monthly Code Enforcement Officer report has the same level of scavenging activity, especially on Royal Palm Drive and Peppertree Lane. He added that he sees repeat scavengers in this area frequently. There was no further discussion and the report was received. Action, Receive and File: 3. November 2019 Organics Tonnage Report Recommendation: That the Board of Directors receives and file this report. Mr. Carroll presented the report. He noted that it is a standard monthly report and welcomed questions. There was no discussion and the report was received. Action, Receive and File: 4. November 2019 Solid Waste Diversion Report Recommendation: That the Board of Directors receive and file this report. Mr. Carroll presented the report. He noted that it is a standard monthly report and welcomed questions. Director Scheafer suggested that the District consider offering a cardboard recycling program to address the packaging waste from online shopping. Mr. Carroll commented that this would be a good topic to discuss with the Solid Waste Ad Hoc Committee. Director Perry noted that the Orange Coast College (OCC) Recycling Center recycles cardboard. Director Scheafer commented that there is no market for cardboard from a trash hauler's perspective. Mr. Parikh added that residents can have cardboard picked up through the Large Item Collection Program if they have a significant amount. Director Perry confirmed that CR&R collects the cardboard from the OCC Recycling Center. There was no further discussion and the report was received. Action, Receive and File: 5. Consider Hiring a Public Relations Firm Recommendation: That the Board of Directors direct staff to solicit request for proposals from qualified public relations firms and report back with the recommended firm and appropriation of funding. COSTA MESA SANITARY DISTRICT PAGE 7 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 Mr. Carroll noted that the Board discussed this topic at the last Board Meeting and directed staff to bring the item back with an explanation of the proposed objectives for the public relations firm. Management Analyst I, Nabila Guzman, explained that District staff believes a public relations firm can help expand public outreach by providing a strategy plan, increasing social media presence, and collecting data to build an email database. She noted that the estimated cost is between $50,000 to $60,000 annually. She shared that District staff is interested in launching campaigns to educate residents about the proper use of the mixed waste and organics carts, as well as promoting solid waste programs and the District's app. Ms. Guzman noted that branding is a multi -year effort, and that outcomes can be tracked through program participation, tonnages collected, contamination rates, and diversion data. Lastly, she noted that this service was not budgeted, so funding would come from the Solid Waste Fund Balance and the Wastewater Contingency Fund. Director Perry verified that the District newsletter is distributed quarterly for a cost of about $10,000 per issue. He suggested looking into distributing communications like the newsletter on a monthly basis, if this fits within the District's budget. Mr. Carroll noted that District staff is looking into a texting service to disseminate information. Director Perry commented that the District has been more active on Facebook lately. He expressed that he would not support hiring a public relations consultant at this time. Secretary Schafer suggested having a future Study Session dedicated to this topic. She commented that she does not like the word "branding" and would prefer that the District pursue education and outreach. She suggested that the District seek assistance from Mr. Probolsky. Director Scheafer indicated agreement with Secretary Schafer with regard to discussing public outreach further. He suggested sending out a Request for Proposals (RFP) and allowing consultants to propose outreach plans. He commented that he would not mind looking at proposals and then making an educated decision. Discussion followed regarding releasing an RFP. Mr. Carroll noted that an RFP can be released with no commitment to select a proposal. Director Scheafer and Secretary Schafer indicated concern with the term "branding." Mr. Carroll noted that District staff can change the language to public outreach. COSTA MESA SANITARY DISTRICT PAGE 8 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 Ms. Guzman commented that the District has great programs, but consistent education and outreach are required to gain public buy -in. She noted that participants in the online focus group were unaware of the District and its programs, but after learning about the District, they were supportive. She noted that District staff does not have the tools to conduct the level of public outreach that is needed to educate the public. Director Scheafer commented that the Board wants to get results if they approve funding. He noted that he would like to see proposals from public relations firms. Mr. Carroll suggested that the Board direct the Solid Waste Ad Hoc Committee to take the lead and interview public relations firms, and then give the Board a recommendation. The Board of Directors directed District staff to release an RFP for a qualified public relations firm, and then have the Solid Waste Ad Hoc Committee review proposals and provide the Board with a recommendation. There was no further discussion. Action, Receive and File: 6. Cart -to -Cart Organics Outreach Program Recommendation: That the Board of Directors receive and file this report. Mr. Carroll shared that about 4 years ago, the District conducted a behavioral study with the University of California, Irvine. He noted that the study found that residents would be more willing to participate in the Organics Recycling Program if their neighbors were participating in the program. Ms. Guzman noted that the District's agreement with CR&R includes the implementation of a Cart -to -Cart Outreach Program. She explained that the District is ready to roll out the program, which will include canvassing neighborhoods and distributing "awesome" cart hangers when residents have the correct materials in their organics carts and "oops" cart hangers when the cart's contents are contaminated. She noted that Mr. Parikh will be canvassing 150 homes per quarter and will visit each home 3 weeks in a row. Lastly, she noted that the cart hangers are currently in black and white because CR&R refused to print them in color, and she recommended that the Board of Directors direct CR&R to print them in color. Director Perry confirmed that this program has not been done in other cities serviced by CR&R. Mr. Parikh commented that the Cities of Tustin and Laguna Niguel distribute "oops" cart hangers, but they do not provide "awesome" hangers for positive reinforcement. COSTA MESA SANITARY DISTRICT PAGE 9 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 Mr. Carroll commented that Santa Ana highlights residents that do a good job of sorting their waste in their newsletter. Director Scheafer noted that the cart hangers are missing the District's name and logo. Ms. Guzman noted that District staff did not want to confuse residents, since the hanger instructs them to contact CR&R. She noted that these items can be added. Discussion followed regarding the cart hanger design. Mr. Parikh noted that he will visually inspect carts while canvassing. Ms. Guzman noted that the first neighborhood that will be canvassed is Mesa Verde, since it is an older and established neighborhood with a relatively low participation rate. Director Perry confirmed that the cost of this program is covered by CR&R. Director Scheafer indicated support for directing CR&R to print the hangers in color. Director Perry confirmed that Mr. Parikh will explain the program to any residents he encounters while canvassing. He asked how long it will take to canvas 150 homes. Mr. Parikh noted that he will not know until he starts canvassing, but he anticipates that it will take 2-3 hours. Mr. Mosher commented that there should be an additional cart hanger for the mixed waste cart, since some residents may be placing organic waste in the mixed waste cart. He noted that the cart hanger is not bilingual and that it does not include pet waste in the list of items acceptable for the organics cart. Lastly, he noted that most residents may not know what universal waste is. Director Perry suggested that the Solid Waste Ad Hoc Committee review and approve the cart hangers. Mr. Carroll suggested that the Board allow District staff to implement the program and bring back the results after the first quarter. Judith Gielow, a Citizens Advisory Committee Member, commented that there is a lot of information on the cart hanger. She recommended only using the "awesome" hanger, since the Hoops" hangers may end up in the trash. She commented that this information should also be included in the newsletter, and she suggested creating a sticker for the trash carts that identifies what can and cannot go inside. COSTA MESA SANITARY DISTRICT PAGE 10 MINUTES OF THE BOARD OF DIRECTORS STUDY SESSION HELD DECEMBER 10, 2019 Director Scheafer commented that he thinks the "oops" cart hanger is necessary, so that residents know that they made a mistake. D. CLOSING ITEMS Procedural: 1. Oral Communications and Director Comments Secretary Schafer wished everyone a nice holiday season. Procedural: 2. Adjournment President Ferryman adjourned the meeting at 11:03 A.M. Y T 9 Arlene Schafer Jams erryman Secretary ,; { Presi nt