2019_12_10_studyTuesday, December 10, 2019
Board of Directors Study Session
290 Paularino Avenue, Costa Mesa at 9:30AM
Public Comments: Any member of the public may address the Board. Speakers on agenda items
should identify themselves to the District Clerk before the meeting so that their input can be
provided at the time the item is considered. Speakers on non-agenda items will be heard under
Public Comments.
Pursuant to State law, the Board may not discuss or take action on non-agenda items except
under special circumstances. Speakers must limit their remarks to four minutes or as decided
upon by the Presiding Officer. The Presiding Officer reserves the right to declare any speaker out
of order.
Obtaining Agenda Materials: The public is entitled to copies of all documents that are made part
of the agenda packet. If any document or other writing pertaining to an agenda item is
distributed to all or a majority of the Board after the packet is prepared, a copy of that writing
may be obtained at the District offices at 290 Paularino Avenue, Costa Mesa, California.
In Compliance with ADA: Contact Acting District Clerk, Gina Terraneo, at (949) 645-8400, 48
hours prior to meeting if assistance is needed (28 CFR 35.102.35.104 ADA Title II).
A. OPENING ITEMS
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.)
B. PUBLIC COMMENTS - This time has been set aside for persons in the audience to make comments on
items within the subject matter jurisdiction of the Costa Mesa Sanitary District that are not listed on this
agenda. Members of the public will have the opportunity to address the Board of Directors about all other
items on this agenda at the time those items are considered. Under the provisions of the Brown Act, the
Board of Directors is prohibited from taking action on oral requests but may refer the matter to staff or to
a subsequent meeting. The Board of Directors will respond after public comment has been received.
Please state your name. Each speaker will be limited to four (4) continuous minutes.
1. Public Comments
C. ITEMS OF STUDY
1. 2019 Citizen Survey Results
2. November 2019 Code Enforcement Officer report
3. November 2019 Organics Tonnage Report
4. November 2019 Solid Waste Diversion Report
5. Consider Hiring a Public Relations Firm
6. Cart-to-Cart Organics Outreach Program
D. CLOSING ITEMS
1. Oral Communications and Director Comments
2. Adjournment
Tuesday, December 10, 2019
Board of Directors Study Session
290 Paularino Avenue, Costa Mesa at 9:30AM
Public Comments: Any member of the public may address the Board. Speakers on agenda items
should identify themselves to the District Clerk before the meeting so that their input can be
provided at the time the item is considered. Speakers on non-agenda items will be heard under
Public Comments.
Pursuant to State law, the Board may not discuss or take action on non-agenda items except
under special circumstances. Speakers must limit their remarks to four minutes or as decided
upon by the Presiding Officer. The Presiding Officer reserves the right to declare any speaker out
of order.
Obtaining Agenda Materials: The public is entitled to copies of all documents that are made part
of the agenda packet. If any document or other writing pertaining to an agenda item is
distributed to all or a majority of the Board after the packet is prepared, a copy of that writing
may be obtained at the District offices at 290 Paularino Avenue, Costa Mesa, California.
In Compliance with ADA: Contact Acting District Clerk, Gina Terraneo, at (949) 645-8400, 48
hours prior to meeting if assistance is needed (28 CFR 35.102.35.104 ADA Title II).
A. OPENING ITEMS
James Ferryman, President
Robert Ooten, Vice President
Arlene Schafer, Secretary
Michael Scheafer, Director
Arthur Perry, Director
Subject 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.)
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Procedural
B. PUBLIC COMMENTS - This time has been set aside for persons in the
audience to make comments on items within the subject matter jurisdiction of
the Costa Mesa Sanitary District that are not listed on this agenda. Members of
the public will have the opportunity to address the Board of Directors about all
other items on this agenda at the time those items are considered. Under the
provisions of the Brown Act, the Board of Directors is prohibited from taking
action on oral requests but may refer the matter to staff or to a subsequent
meeting. The Board of Directors will respond after public comment has been
received. Please state your name. Each speaker will be limited to four (4)
continuous minutes.
Subject 1. Public Comments
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Procedural
C. ITEMS OF STUDY
To: Board of Directors
Via: Scott Carroll, General Manager
From: Nabila Guzman, Management Analyst I
Date: December 10, 2019
Subject: 2019 Citizen Survey Results
Summary
The District has solicited qualified public opinion research firms to conduct a citizen survey research and analysis. The purpose was
to seek feedback regarding the level of satisfaction among District residents. The goals and objectives of the study are to:
Achieve a statistically valid participation ratio to make feedback relevant;
Assess ratepayer opinion of the District’s current rate structure for both solid waste and sewer services;
Obtain a level of satisfaction for services provided by the District and areas for improvement;
Identify resident awareness of solid waste and sewer programs.
Recommendation
That the Board of Directors receive and file the report.
Analysis
Probolsky Research, LLC was awarded the contract to conduct the 2019 citizen survey research and analysis. From Saturday,
October 19, 2019, to Sunday, October 27, 2019, Probolsky Research conducted a live-interviewer telephone and online survey
among residents within the Costa Mesa Sanitary District boundaries. A total of 500 voters were surveyed (166 by telephone and 334
online) in English, Spanish and Vietnamese. In addition to the live-interviewer telephone and online survey, Probolsky Research also
conducted an online focus group among District residents and focused on attitudes and awareness of residents about CMSD
services. The focus group took place in September, before the live interviews were conducted. Although the results of the online
focus group are not statistically significant, they do help the District uncover common language, themes and messages to test
further. Probolsky Research has concluded their research and will be presenting their findings to the Board of Directors.
Attached to this staff report are the online focus group report, survey report, and presentation.
On November 21, 2019, staff presented the survey results to the Board of Directors. Today, Adam Probolsky, President of Probolsky
Research, will be presenting the survey results and will be available to answer questions.
Legal Review
Not applicable.
Environmental Review
A citizen survey is not an administrative matter and not a disturbance of the environment similar to grading or construction and not a
project under CEQA or the District’s CEQA Guidelines.
Financial Review
There is $40,000 budgeted in professional services for a Customer Satisfaction Survey in FY 2019-20. The District awarded the
contract to Probolsky Research, LLC to conduct the survey in the amount of $33,700. There are sufficient funds available for this
survey.
Public Notice Process
Subject 1. 2019 Citizen Survey Results
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Action, Receive and File
Recommended Action That the Board of Directors receive and file this report.
Goals 4.0 Community Outreach & Communications
4.1 Conduct community outreach survey
Copies of this report are on file and will be included in the complete agenda packet for the December 10, 2019 Board of Directors
Study Session meeting at District Headquarters and posted on the District's website.
File Attachments
CMSD - Citizen Survey 2019 - Updated Presentation.pdf (1,650 KB)
Probolsky Research - Costa Mesa Sanitary District - Online Focus Group Report.pdf (1,860 KB)
Report on Survey Results.pdf (15,043 KB)
Administrative File Attachments
Probolsky Research - CMSD - Citizen Survey 2019 - Presentation.pptx (3,756 KB)
C. ITEMS OF STUDY
To: Board of Directors
From: Ed Roberts, Code Enforcement Officer
Date: December 10, 2019
Subject: November 2019 Code Enforcement Officer Report
Summary
Attached is the monthly report from Officer Roberts describing his enforcement activities for the month of November regarding
scavenging of recyclable materials, trash carts stored in public view and graffiti on trash carts.
Recommendation
That the Board of Directors receives and file this report.
Analysis
In the month of November, Officer Roberts approached eight (08) individuals observed scavenging from CMSD trash carts. In the
same month he issued 96 warning notices to residents storing their trash carts in public view. Officer Roberts found no graffiti on
trash carts in the month of November.
Officer Roberts enforcement activities are described in more detail in the attached report.
Legal Review
Not applicable.
Environmental Review
Code enforcement activities and reporting are not a disturbance of the environment similar to grading or construction and do not
constitute a project under CEQA or the District’s CEQA Guidelines.
Financial Review
Officer Roberts' activities are funded in the adopted budget.
Public Notice Process
Copies of this report are on file and will be included with the complete agenda packet for the December 10, 2019 Board of Directors
Study Session meeting at District Headquarters and posted on the District’s website.
Alternative Actions
1. Direct staff to report back with more information.
File Attachments
November 2019 CEO report.doc (1,892 KB)
Subject 2. November 2019 Code Enforcement Officer report
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Action, Receive and File
Recommended Action That the Board of Directors receives and file this report.
C. ITEMS OF STUDY
To: Board of Directors
Via: Scott Carroll, General Manager
From: Nabila Guzman, Management Analyst I
Date: December 10, 2019
Subject: Organics Tonnage Report
Summary
A total of 690.27 tons of organic waste were collected in November 2019.
Staff Recommendation
That the Board of Directors receives and file this report.
Analysis
Below is a graph depicting the total tonnage of organic waste collected during each month of the last four fiscal years. Additionally, a
graph is included breaking down the total tonnage collected and how much material was recycled and landfilled from the organics
program.
Subject 3. November 2019 Organics Tonnage Report
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Action, Receive and File
Recommended Action That the Board of Directors receive and file this report.
File Attachments
Tonnage.png (7 KB)
Organics.png (18 KB)
SW Tonnage.png (21 KB)
Legal Review
Not applicable.
Environmental Review
Consideration of the Organics Tonnage Report is an administrative matter and not a disturbance of the environment similar to grading
or construction and not a project under CEQA or the District’s CEQA Guidelines.
Financial Review
Not applicable.
Public Notice Process
Copies of this report are on file and will be included in the complete agenda packet for the December 10, 2019 Board of Directors
Study Session meeting at District Headquarters and posted on the District's website.
C. ITEMS OF STUDY
To: Board of Directors
Via: Scott Carroll, General Manager
From: Nabila Guzman, Management Analyst I
Date: December 10, 2019
Subject: Solid Waste Diversion Report
Summary
A total of 1,981.16 tons of solid waste were collected and recycled in November 2019.
Staff Recommendation
That the Board of Directors receive and file this report.
Analysis
Using data from CR&R's Recycling Report and OCC's Recycling Center Recycling Report, staff has calculated the diversion rate for
the last five months at 62.05%. A total of 18,650.09 tons of solid waste materials have been collected, of which 11,572.88 tons have
been diverted away from landfills. In addition to curbside collection from CR&R, CMSD offers a variety of other waste diversion
programs including large item pickup, where white goods are collected. The tonnage collected for the month of November has not
been included in the attachment it will be included in the January report. Attachment A is the fiscal year 2019-20 diversion rate
support.
Legal Review
Not applicable.
Environmental Review
Consideration of the Solid Waste Diversion Report is an administrative matter and not a disturbance of the environment similar to
grading or construction and not a project under CEQA or the District’s CEQA Guidelines.
Financial Review
Not applicable.
Public Notice Process
Copies of this report are on file and will be included in the complete agenda packet for the December 10, 2019 Board of Directors
Study Session meeting at District Headquarters and posted on the District’s website.
Alternative Action
1. Direct staff to report back with more information.
File Attachments
Attachment A.pdf (68 KB)
Subject 4. November 2019 Solid Waste Diversion Report
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Action, Receive and File
Recommended Action That the Board of Directors receive and file this report.
C. ITEMS OF STUDY
To: Board of Directors
Via: Scott Carroll, General Manager
From: Nabila Guzman, Management Analyst I
Date: December 10, 2019
Subject: Consider Hiring a Public Relations Firm
Summary
CMSD is celebrating 75 years of service but most residents are unfamiliar with the District and services provided. Hiring a public
relations firm can assist staff with meeting the gap that exists in our outreach programs. A firm would assist with creating a strategy
plan and provide year-round outreach and program promotion, better social media presence, and collecting data to build an email
database. The District would need to go out to RFP to hire a public relations firm and estimated costs are between $50,000 - $60,000
a year. The costs would include a strategy plan with a social media person, promotion and outreach of District programs, assistance
with event staffing, flyer development and building partnerships with other stakeholders.
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.
Analysis
Per the recent completion of CMSD's 2019 citizen survey research and analysis, CMSD staff is recommending to the Board of
Directors the consideration of hiring a public relations firm to assist the District with branding and promotion of programs. The 2019
citizen survey and focus group results show that the majority of respondents were not familiar with CMSD or the services provided.
After respondents were asked for specific services that CMSD is responsible for, some respondents associated the District with street
sweeping and sewer services. Many of the respondents had a vague idea and were assuming these services were provided based
on CMSD's name.
While Probolsky Research conducted the online focus group discussion among CMSD area residents, CMSD staff was able to go in
and ask questions to get more information. Staff was able to see that most respondents did not know of any special programs CMSD
offers, so staff suggested Probolsky Research share with them a variety of promotional videos and the quarterly newsletter to see if
the respondents' perception changed and it did. Most of the residents said they were motivated to participate in the organics recycling
program and would share with their friends and family about the amazing programs CMSD offers. Additionally, all respondents
enjoyed learning about all the different CMSD programs and the vast majority of respondents said the number one improvement
CMSD needs to make is to better promote and advertise the programs and services offered.
District staff has identified the following goals and objectives to be achieved with the assistance of a public relations firm:
- Program awareness and utilization
- Higher District visibility/recognition among District residents
- Constant and more effective social media presence
- To gain tools and knowledge in effective outreach methods
The goals and objectives would be easily measured by:
- Program participation and tonnage collected
- Attendance at District sponsored events like CEPA and State of the District
- Number of likes and followers on social media
Subject 5. Consider Hiring a Public Relations Firm
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Action, Receive and File
Recommended Action 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.
Goals 4.0 Community Outreach & Communications
4.4 District branding
- Number of downloads of the Costa Mesa smart phone application and requests made through the system
- Improvement in the organics cart program (less contamination), increased participation and increased tonnage collected
- Increased diversion rate
Branding is a multi-year effort but staff does not foresee keeping a public relations firm forever. The contract would only be for a year
or two, providing enough time for the firm to equip District staff with the tools necessary to develop effective outreach programs that
are needed to continue to educate residents on a long-term basis. District staff is recommending that a professional public relations
firm is hired first so staff is able to learn and gain the tools necessary to improve outreach before considering consider hiring a full-
time staff to take over outreach efforts. At this time the District does not have the budget or tools necessary to hire a full-time Public
Relations staff member to assist with branding. The person hired would be working with the limited resources the District currently
has.
According to the California State Controller's website regarding government compensation, in 2018, the salary for a Public Affairs
Specialist at the Orange County Sanitation District is $94,149. When benefits are included the total compensation is $121,516.
Legal Review
Not Applicable
Environmental Review
Subject activity is exempt from the requirements of the California Environmental Quality Act (CEQA) (Public Resources Code Section
21000 et. seq.). Section 15300.4 of CEQA allows an agency while establishing its own procedures “to list those specific activities
which fall within each of the exempt classes”, and the District has adopted “CEQA Guidelines and Implementing Procedures” that
state on page 6 ”Projects” does not include …. C. Continuing administrative or maintenance activities.”
Financial Review
The estimated costs to hire a Public Relations Firm are between $50,000 to $60,000 a year and it was not budgeted in the fiscal year
2019-20. If the Board of Directors decide to hire a Public Relations Firm, funds will need to be appropriated from the Solid Waste
Fund Balance and Wastewater Contingency account.
Public Notice Process
Copies of this report are on file and will be included with the complete agenda packet for the December 10, 2019 Board of Directors
Study Session meeting at District Headquarters and posted on the District’s website at www.cmsdca.gov.
Alternative Actions
Refer item back to staff with further instructions.
C. ITEMS OF STUDY
To: Board of Directors
Via: Scott Carroll, General Manager
From: Nabila Guzman, Management Analyst I
Date: December 10, 2019
Subject: Cart-to-Cart Organics Outreach Program
Summary
Per the District's agreement with CR&R, CR&R is to implement a Cart-to-Cart outreach program. The program is finally going to be
implemented and focused on organics cart outreach. One hundred and fifty homes will be visited over three consecutive weeks each
quarter. Findings will be recorded after every cycle of outreach to determine if resident behavior has changed and organics collection
has improved.
Recommendation
That the Board of Directors receive and file this report.
Analysis
Per the 2018 CR&R agreement, CR&R is to implement a Cart-to-Cart Outreach Program. The program is to consist of canvassing
neighborhoods, checking organics cart contents, and leaving a District approved hangtag on the cart. Those same neighborhoods
and carts are to be revisited at a later time to observe any changes in behavior. This is also a program through which the District will
be highlighting a "star" resident who is doing an excellent job of source separating. The resident will be highlighted in the quarterly
newsletter and social media.
The outreach will be completed by Pars Parikh, the Sustainability Specialist assigned to the District. 150 homes will be visited during
each cycle, one cycle of outreach will be completed per quarter. The homes per cycle will be visited three weeks in a row to
determine if outreach is having a direct effect on behavioral changes. The first neighborhood visited will be in Mesa Verde since this
is an established older neighborhood with single-family homes. Previous visits to the area found that not everyone has an organics
cart or the organic cart is too contaminated. Each home visited will be receiving an "awesome" or "oops" tag with specific feedback to
residents on how they can improve. After each outreach cycle is completed, CR&R will provide the District with a summary of their
findings.
Attached to this staff report are the tags that have been developed. The "awesome" tag will be provided to homes who are utilizing
their organics cart correctly and are only placing food and green waste in their carts. The "oops" tag will be provided to homes who
have a contaminated cart and specific feedback of what is observed in their cart will be noted. The tags are in black and white
because CR&R has declined to print them in color, District staff is recommending that the Board of Directors direct CR&R to produce
the tags in color.
Legal Review
Not Applicable
Environmental Review
Subject activity is exempt from the requirements of the California Environmental Quality Act (CEQA) (Public Resources Code Section
21000 et. seq.). Section 15300.4 of CEQA allows an agency while establishing its own procedures “to list those specific activities
which fall within each of the exempt classes”, and the District has adopted “CEQA Guidelines and Implementing Procedures” that
state on page 6 ”Projects” does not include …. C. Continuing administrative or maintenance activities.”
Financial Review
The program is included in the CR&R contract with no additional cost to develop tags.
Subject 6. Cart-to-Cart Organics Outreach Program
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Action, Receive and File
Recommended Action That the Board of Directors receive and file this report.
Public Notice Process
Copies of this report are on file and will be included with the complete agenda packet for the December 10, 2019 Board of Directors
Study Session meeting at District Headquarters and posted on the District’s website at www.cmsdca.gov.
Alternative Actions
Refer item back to staff with further instructions.
File Attachments
CMSD-CART-TAG-AWESOME.PDF (1,914 KB)
CMSD-CART-TAG-OOPS_Rev1.pdf (2,032 KB)
D. CLOSING ITEMS
Subject 1. Oral Communications and Director Comments
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type
D. CLOSING ITEMS
THE NEXT STUDY SESSION OF THE COSTA MESA SANITARY DISTRICT BOARD OF DIRECTORS WILL BE HELD ON
TUESDAY, JANUARY 14, 2020 AT 9:30 A.M. IN THE DISTRICT'S BOARD ROOM, LOCATED AT 290 PAULARINO
AVENUE, COSTA MESA.
Subject 2. Adjournment
Meeting Dec 10, 2019 - Board of Directors Study Session
Access Public
Type Procedural