Submitted By: Eric Smith
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Presentation By: Roberto Ellis
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Department: Growth Management
FORMAL TITLE:
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Contract for Downtown Ocala signage and wayfinding design services with Walker Consultants, in an amount not to exceed $57,210
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OCALA’S RELEVANT STRATEGIC GOALS:
Quality of Place, Fiscally Sustainable
PROOF OF PUBLICATION:
N/A
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BACKGROUND:
This project is being requested by staff to update and improve wayfinding features that will enhance the downtown experience for all visitors. The project is a “piggyback” contract utilizing the same terms and conditions negotiated by the City of Orlando for a project of similar scope. The attached documents provide a copy of the Orlando contract, a map of the defined wayfinding improvement area, and the cost for each of the three primary project task.
The project’s goal is to provide a memorable downtown Ocala experience that provides clear and effective navigation that allows visitors to easily find stores, civic uses, entertainment venues, events, park spaces and other amenities in the downtown area. The services provided in the scope of work include:
o Review existing vehicular and pedestrian wayfinding elements and provide recommendations for additions or improvements.
o Develop theming concepts and environmental graphic designs to strengthen overall wayfinding.
o Recommend strategic placement of signage types to improve the efficiency and effectiveness of the wayfinding program.
o Prepare and provide final plans, details, and technical specifications, including a bid form suitable for bidding from signage installation contractors.
The Ocala Downtown Master Plan identified wayfinding as one of six key supporting strategies that was also incorporated into the Community Redevelopment Plan. The city reemphasized the importance of wayfinding improvements in the recently adopted Ocala Vision 2050 to promote the priority for developing and maintaining a thriving downtown. The following Vision 2050 action item is noted:
• Action 4.1 - Citywide Gateway Plan: Develop an effective wayfinding program targeted at the visitor experience in Ocala’s downtown and historic neighborhoods.
Prior Wayfinding Activities:
• On March 13, 2013, LPA Group was authorized to provide design and bid assistance, construction oversight, and administration of the Wayfinding Program in the amount of $80,012.
• On July 16, 2013, SignStar was authorized to fabricate and install wayfinding signage in the downtown in the amount of $79,931.
FINDINGS AND CONCLUSIONS:
The City of Ocala's procurement policies allow "piggyback" contracting, allowing for the purchase of goods and services using terms negotiated by another governmental entity.
• In April 2025, the City of Orlando completed a competitive procurement process and awarded a parking consulting services contract to Walker Consultants.
• Procurement staff confirmed that its scope, qualifications, and pricing structure align directly with the City’s current consulting needs.
• The team at Walker Consultants has extensive experience with similar projects in: Miami Beach, Sarasota, Fort Pierce, Tallahassee, Tampa, and other Florida cities.
• This project area is defined as the area of: NW 3rd Street to the north; S Pine Avenue to the west; SW 3rd Street to the south, and SE Watula Avenue to the east (See attached map).
• The project aligns with the Downtown Master Plan, Community Redevelopment Plan, and Ocala Vision 2050.
• This project is comprised of three primary Tasks.
o Discovery and Evaluation
o Public Engagement and Design Development
o Construction and Installation Documentation
Staff recommends approval.
FISCAL IMPACT:
Costs were negotiated under the existing pricing provided in the Orlando contract. The contracted amount is not to exceed $57,210 and will be covered by the Downtown CRA in account 621-016-514-559-55-31010.
PROCUREMENT REVIEW:
These services were procured in compliance with the City’s procurement policy.
LEGAL REVIEW:
This Agreement will be reviewed and approved for form and legality by City Attorney, William E. Sexton.
ALTERNATIVE:
• Approve with Changes
• Table
• Deny