Special Notice / Hearing: None__
Vote Required: 4/5ths
To: Honorable Board of Supervisors
From: Michael P. Callagy, County Executive
Subject: Use of District-Discretionary Measure K Funds -Supervisorial District 4
RECOMMENDATION:
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Measure K: Approve an Appropriation Transfer Request (ATR) transferring district- discretionary Measure K funds, not to exceed $42,000, from Non-Departmental Services to the San Mateo County Executive’s Office, to develop and establish a recognizable brand identity for unincorporated North Fair Oaks.
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BACKGROUND:
Measure K is the half-cent general sales tax initially approved by San Mateo County voters in November 2012 and extended in November 2016 for a total of thirty years.
The Board of Supervisors (Board) held study sessions on Measure K expenditures and approved funds for the fiscal year (FY) 2024-25 budget cycle, divided equally among the five supervisorial districts, for one-time district-discretionary needs and projects. District 4 has submitted a request to use their district-discretionary Measure K funds as shown below and described in the Project Summary section of this memorandum:
|
District/Project |
Amount |
|
District 4 (Supervisor Warren Slocum) - San Mateo County Executive’s Office (CEO) to develop and establish a recognizable brand identity for unincorporated North Fair Oaks |
$42,000 |
This item is consistent with the criteria for district-discretionary Measure K funds approved by the Board in December 2018.
PROJECT SUMMARY:
This is a request to authorize a transfer of funds from Non-Departmental Services to the San Mateo County Executive’s Office (CEO), in an amount not to exceed $42,000, to fund consulting services to develop and establish a recognizable brand identity for unincorporated North Fair Oaks. The County Executive’s Office will administer and manage the proposed agreement.
In July 2024, the CEO released an informal Request for Proposals and In House Strategy was selected to develop and establish a recognizable brand identity for unincorporated North Fair Oaks. The overarching goal of this project is to position the unincorporated North Fair Oaks neighborhood as a prime location to dine, shop, live, work, and do business.
North Fair Oaks, the unincorporated area bordering Redwood City, Menlo Park, and Atherton, located in District 4, is one of the most culturally diverse areas of the county with a large Latino/a population. As of 2010, North Fair Oaks was 798 acres in size, with approximately 15,000 residents and 4,000 housing units. The community has a diverse mix of land uses and is comprised of multiple areas of distinctly different character. Middlefield Road, the main commercial corridor, and functional core of the community is typified by higher-density commercial uses - primarily locally-oriented retail - with some scattered residential uses.
The 2011 Community Plan identified health and wellness, and economic development as central goals and key components of a vision of North Fair Oaks as a diverse, vital, livable community, that provides full opportunity for all residents, and promotes physical activity, social cohesion, and access to open space. North Fair Oaks has a vibrant base of small and mid-sized businesses, including a significant concentration of retailers and small professional service firms catering to the Latino/a community.
Although North Fair Oaks has a Community Council that serves as an advisory council to the Board of Supervisors, there is no existing local business association or chamber of commerce specifically focused on North Fair Oaks businesses. As such, establishing a cohesive brand and marketing strategy would enhance the sense of community identtify among residents and small businesses, while ensuring that the broader community is aware of North Fair Oaks’ unique business and commercial offerings, and can easily access information.
The Measure K grant funding will be used to fund the branding consulting work, which will include, but not be limited to the following tasks and deliverables:
1) Develop a bilingual (Spanish/English) brand platform and marketing strategy
2) Develop bilingual (Spanish/English) brand style guide
3) Develop bilingual (Spanish/English) promotional materials; and
4) Website Design and video creation
Total Measure K Request: Not to Exceed $42,000
The County Attorney’s Office has reviewed and approved the ATR as to form.
FISCAL IMPACT:
There are sufficient Measure K funds for this specific FY 2024-25 Measure K request. These funds are budgeted in the Non-Departmental Services FY 2024-25 Adopted Budget.