The Altum GroupMr. Danny Castro
Director of Design and
Development
City of La Quinta
78495 Calle Tampico
La Quinta, CA 92253
Prepared by:
The Altum Group
73-710 Fred Waring Drive
Suite 219
Palm Desert, CA 92260
760-346-4750
THE NATELSON DALE GROUP, INC.
Proposal for Developmen
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o
f
a
Highway 111 Corridor Are
a
P
l
a
n
November 16, 2018
73-710 Fred Waring Dr., Ste. 219
Palm Desert, CA 92260
760.346.4750 Tel
760.340.0089 Fax
November 16, 2018
Mr. Danny Castro
Director of Design and Development
City La Quinta
78495 Calle Tampico
La Quinta, CA 92253
Subject: Proposal to Develop the La Quinta Highway 111 Corridor Area Plan
Dear Mr. Castro;
The City of La Quinta is seeking a well-qualified team of specialists that understands the needs and desires of La Quinta in
order to complete a thoughtful and well-designed Area Plan for the Highway 111 Corridor. We believe that the profession-
als we have chosen to work together on this endeavor are special because they not only have unique and relevant skills,
but also many of them live, work, and shop in La Quinta (most live in the Coachella Valley). They thoroughly understand
not only the City but the economic, social, urban and circulation systems that exist in the Coachella Valley – ESPECIALLY
the importance of Highway 111 as a key feature upon which the urban structure of the Valley is based. As you receive the
proposals for the La Quinta Corridor, we hope you will consider how our team stands out through not only our exceptional
technical expertise, but through our local knowledge and understanding.
Our team has an approach that we believe will ensure that the segment of the Highway 111 Corridor, and adjacent urban
development that runs through La Quinta, will be unique among the eight cities served by this circulation system. First,
our team members have extensive experience working on Specific Plans, site plans and street improvement plans along the
corridor. Second, we have a personal commitment to this project because most of our team members utilize the corridor
and frequent the adjacent businesses on a daily basis. Our familiarity with La Quinta provides us the ability to understand
what makes the City tick better than firms from Los Angeles or out of state. Our passion to create a unique and actionable
plan will result in a Corridor Area Plan that once implemented will truly make the Corridor an exciting place for locals and
visitors to congregate. Third, we have an excellent collaborative working relationship with each other and we will provide
an exciting plan that can be implemented during the years to come. Lastly, our multidisciplinary approach as a team is far
greater than the sum of its parts. As you will see while you review our qualifications, we have a creative skill-sets that give
us the ability to exceed your expectations. For these reasons we are confident that we will be the best team and deliver a
product that cannot be matched.
Our team will be led by (1) Chris D. Moore, Planning and Environmental Planning Manager, who will manage the project
and coordinate the Altum Group’s contribution to the design and new development standards; (2) Chris Hermann, of
Hermann Design will prepare the standards for Landscaping Standards and Branding Program; (3) Stephen Nieto of South
West Concepts will lead the Urban Design that will be part of the Compete Streets and Visual Corridor; (4) Carlos Ortiz with
Advantec Consulting Engineers will prepare the Traffic Design and Analysis for the Complete Street Plan; (5) Beatrice Eslam-
boly with CV Strategies will lead the Community Outreach and Branding Programs; and (6) Roger Dale of the The Natelson
Dale Group will provide financial analysis that will be the basis for the Implementation Program.
Collaboration and technical expertise are the cornerstones for a great team. Our Team has a passion for planning, engi-
neering, landscape architecture, urban design, traffic design, community outreach, and financing of infrastructure. All our
technical specialties overlap, and we use a collaborative approach to deliver a superior product. In preparation for this sub-
mittal, we have had numerous meetings and discussions on how the development of codes and the design of the corridor
November 16, 2018
La Quinta Highway 111 Corridor Area Plan Proposal
Page 2 of 2
interplay with each other, and we are confident in our approach and ability to provide the requested tasks. Our whole
team has the passion for their work and the City of La Quinta. We want to see the Highway 111 Corridor become the
SPECTACULAR Corridor it is destined to be.
We are excited about this opportunity and look forward to working in partnership with the City of La Quinta to make this
project a great success. If you have any questions about our proposal, please contact Chris Moore at (760) 346-4750, on
his cell at (858) 414-7363, or via email at chris.moore@thealtumgroup.com.
Sincerely,
Chris D. Moore, AICP, ENV SP Michael A. Peroni
Planning/ Environmental Planning Manager President
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Statement of
Qualifications
The City of La Quinta
issued a Request for Proposals (RFP) for the development
of an Area Plan for the Highway 111 Corridor. Our Team is led by The Altum Group with partners from Southwest Concepts, Hermann
Design Group, ADVANTEC, Coachella Valley Strategies, and The Natelson Dale Group. All six firms have deep ties to the Coachella Valley,
including the City of La Quinta, through previous project experience, firm office locations, staff backgrounds, and former partnerships. We
live, work, and play in La Quinta, and are excited for the opportunity to help the City transform the Highway 111 Corridor into an exciting
destination within in the Coachella Valley. La Quinta ConnectionsThe Altum Team is deeply embedded into the City of La Quinta and is passionate about this project
and the direct impact it will have on both professional and personal levels. The
following summarizes our team’s local knowledge and wholistic connection to the City.
20 11 179 1
South West Concepts was
founded in 1985 in the
City of La Quinta, the one firm on our team based in
the City. Their current office
is located in Old Town
where they employ four
City residents.
With four firms
headquartered in the
Coachella Valley, our team
has a strong portfolio of
179 projects located within
the City limits. A number of
these projects are through
the City’s Design and
Development department
and involve project sites
along the Highway 111
Corridor study area. Several
projects encompass the
entire Valley including the
City of La Quinta.
Residing in North La Quinta
and the La Quinta Cove,
the teams also have ties
to the Blackhawks with 11 LQHS graduates on
staff and a number of
family members currently
attending the school.
La Quinta is the current
home to 20 employees;
more from each of the six
participating firms than any
other City in the Coachella
Valley. Residents regularly
frequent the Highway 111
Corridor for shopping and
dining. We are extremely
familiar with the plan
area and the surrounding
businesses and residences
that will benefit from
implementation of the
project.
Our team’s technical skills are unmatched and our
internal expectations from each partner are unparalleled.
With a management approach that sees members of
each firm as equals, we are confident in our ability to
produce branding, documentation, and analysis that is
consistent and uniform. This comprehensive approach
includes Project Management and Planning Standards
from The Altum Group, Alternative Financing strategies
from Natelson Dale, Traffic Design from Advantec, Urban
Design from Southwest Concepts, Landscape Design and
Branding from Hermann Design Group, and Community
Outreach from Coachella Valley Strategies.
1 Statement of
Qualifications
Our team is committed to bringing this project to life -
The Altum Group is a mainstay in the
Coachella Valley and understands the
unique built and natural environment of
the area. Our skill set includes preparation
of Specific Plan amendments, annexations
and zone changes, code enforcement,
and analysis of entitlements. Our
planning documents are well known
to be successful, sustainable, and
provide opportunities for pedestrian
orientation, alternative transportation and
environmental health.
Tasks:
2 - Audit of Current Codes &
Standards
6 - New Codes and Standards
7 - Implementation Program
8 - Public Hearings
9 - Deliverables
South West Concepts is a full-service,
multidisciplinary design practice committed
to the creation of transformative spaces
and forward-thinking solutions in the
architecture and urban design field. The
La Quinta-based, family-owned practice
reimagines and remolds the very Coachella
Valley landscape from which it rose,
contributing some of the area’s most
distinctive residences and commercial
destinations.
Tasks:
3 - Complete Streets
4 - Corridor Branding Program
5 - New Visual Guidelines
8 - Public Hearings
Hermann Design Group was founded
in 1995 in Palm Desert as Hermann &
Associates. Their founding philosophy was
to create a firm which works on unique
projects and allows for Mr. Hermann
to lead the design process and build
relationships with clients. They provide a
wide range of landscape architecture and
planning services to assist public agencies
and private developers in the design of
public spaces and facilities.
Tasks:
3 - Complete Streets
4 - Corridor Branding Program
5 - New Visual Guidelines
8 - Public Hearings
we live, work, and play in La Quinta.
Chris Moore, AICP, ENV SP Stephen Nieto, Assoc. AIA Chris Hermann, RLA/ASLA
Each of the firms on our team are led by professionals with many years of experience and knowledge of preparing planning documents similar
to the Highway 111 Corridor Area Plan. The key tasks led by each firm along with their respective Project Managers are outlined below. Resumes
for the entire project team are included in the appendix.
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THE NATELSON DALE GROUP, INC.
ADVANTEC Consulting Engineers
specializes in Traffic Engineering, Traffic
Studies, Parking Studies, Transportation
Planning and Engineering, Traffic Signal
Timing, Intelligent Transportation Systems
(ITS), Active Transportation, and Complete
Streets. Their name stands for their
focus to capture ADVANCEMENTS in
TECHNOLOGY for the benefits of clients,
thus providing innovative solutions that
meet the needs of clients and the public
they serve.
Tasks:
1 - Stakeholder Engagement Program
3 - Complete Streets
8 - Public Hearings
CV Strategies is a communications
and community engagement firm that
leverages expertise, influence and instincts
to enhance the ways public agencies tell
their stories. They are currently involved in
active, ongoing communications initiatives
with more than 70 public agencies and
municipalities throughout California. CV
Strategists provide support on issues as
diverse as branding, website programming
and development, strategic planning, and
tactical outreach implementation.
Tasks:
1 - Stakeholder Engagement Program
4 - Corridor Branding Program
8 - Public Hearings
The Natelson Dale Group, Inc. is a real
estate economic and financial consulting
firm established in 1974 which provides
services to both public and private clients.
Key areas of expertise include real estate
market forecasts and development
feasibility studies, financial feasibility
and pro forma analyses, downtown and
corridor revitalization strategies, mixed-
use/infill development strategies, and fiscal
impact analyses.
Tasks:
7 - Implementation Program
Carlos Ortiz, PE, PT, PTOE Beatrice Eslamboly Roger Dale, MA
Highway 111 Corridor
Area Plan
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Statement of
Qualifications
Client/Project References
Our team has project experience stretching across the 11 Coachella Valley cities related to infrastructure and public works projects. We are
well versed in the local regulations and Planning framework and are confident in our ability to deliver a very successful project for the City of
La Quinta.
The Altum Group
»CVAG Traffic Signal Synchronization Project (Phases 1 and 2),
Coachella Valley, CA
»CV Link EIR Addendum, Palm Desert, CA
»La Quinta Auto Center, La Quinta, CA
»Travertine Specific Plan Amendment EIR, La Quinta, CA
»Altum Staff Previous Specific Plan Experience, La Quinta, CA
• The Village at La Quinta Specific Plan, La Quinta, CA
• Point Happy Specific Plan, La Quinta, CA
• The Pavilion at La Quinta Specific Plan, La Quinta, CA
• Eisenhower Family Medical Center Specific Plan, La Quinta, CA
• The La Quinta Resort Specific Plan, La Quinta, CA
• Lake La Quinta Environmental Assessment, La Quinta, CA
»Miscellaneous Caltrans Highway 111 Street Plans, Coachella Valley, CA
South West Concepts
»Los Angeles Olympic Bid, 2028 Summer Olympic
and Paralympic Games, Los Angeles, CA
»PARK 101 Feasibility Study - Southern California
Association of Governments, Los Angeles, CA
»Los Angeles Waterfront Master Plan, San Pedro,
CA
»Los Angeles River Revitalization Concept Plan and
Master Plan Update, Los Angeles, CA
»Urban Land Institute HWY 111 Technical Advisory
Panel Study, La Quinta, CA
Hermann Design Group
»CV Link, Coachella Valley, CA
»La Quinta Auto Center, La Quinta, CA
»Washington Street Parkway and Via Sevilla
Median, La Quinta, CA
»Acacia & Quinterra Parkway, Median and
Retention Basins, La Quinta, CA
»Avenue 52 Sustainability, La Quinta, CA
»Calle Sinaoa and Eisenhower Roundabout,
La Quinta, CA
»Bear Creek Trailhead Design, La Quinta, CA
ADVANTEC Consulting Engineers
»Citywide HSIP Signal Interconnect Improvements
Project, La Quinta, CA
»Coachella Valley Association of Governments (CVAG)
Traffic Signal Synchronization Project (Phases 1 and 2),
Coachella Valley, CA
»Five New Traffic Signals, Signing/Striping, & Roadway
Improvements, Coachella, CA
»Traffic Signals Improvements (HSIP Cycle 8) Project,
Palm Springs, CA
»Uptown District Enhanced Crosswalks, Palm Springs, CA
»15th Street Corridor Bicycle Boulevard, Long Beach, CA
»Highway 111 at Washington Street Triple-Left Turn
Lanes Intersection Improvement Analysis and Final
Design, La Quinta, CA
»Adams Street at Corporate Center Intersection
Improvements, La Quinta, CA
»Highway 111 Widening from Washington Street to
Jefferson Street, La Quinta, CA
»Jefferson Street from Highway 111 to Indio Boulevard,
La Quinta, CA
»Eisenhower Drive Improvements, La Quinta, CA
»Eisenhower Drive at Coachella Drive, La Quinta, CA
CV Strategies
»Measure G Outreach Project, La
Quinta, CA
»Annual Budget Reports - 2015, 2016,
2017, La Quinta, CA
»Requa Sewer Project, Indio, CA
»Highway 111 Water Main Upgrade,
Indio, CA
The Natelson Dale Group
»City of Palm Desert Economic
Development Strategic Plan, Palm
Desert, CA
»Market Study for Walmart
Supercenter, La Quinta, CA
»Market Study for Desert Gateway
Retail Center, Palm Desert, CA
»Fiscal Impact Analysis for Travertine
Development, La Quinta, CA
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CVAG s working with ADVANTEC and Altum on the development
of a valley-wide traffic signal interconnect master plan and the
synchronization of new and existing signals on the regional arterials
roads. The objective of this project is to reduce traffic congestion
and its associated negative impacts by deploying advanced
technologies to facilitate the region’s local jurisdictions to operate
their traffic signals and ITS efficiently and effectively. The work being
conducted by ADVANTEC (and portions done by Altum) consists of
thirty-five major tasks including: CVAG Traffic Signal Interconnect
Master Plan, System Engineering Management Plan, Environmental,
Preliminary Engineering, Systems Integrator Procurement and
Design, System Implementation, and preparation of project website.
CVAG Traffic Signal Synchronization Project (Phases 1 and 2), Coachella Valley, CA
The idea driving CV Link is to build a NEV (Neighborhood Electric
Vehicle), bicycle, and hiking path along the existing Whitewater
River as cities allow it. The roughly 50-mile path will connect Desert
Hot Springs to Palm Springs, continuing through the Coachella
Valley to the Salton Sea. For this project, Hermann Design Group
developed conceptual designs and imagery to portray projected
uses of the parkway throughout the Coachella Valley for CVAG.
The design concepts were developed using a mixture of on-site
photography and 3D model generation to give a realistic simulation.
HDG was engaged as landscape architects with the team responsible
for the master planning and development of this unique valley-
wide parkway, and HDG is currently working on the construction
document phase of this exciting project. Phase I construction is
complete in Cathedral City and under construction in Palm Springs.
CV Link, Coachella Valley, CA
Park 101 is a proposed capping of the 101 Freeway which currently
occupies a deep trench, severing the historic El Pueblo from City
Hall and Government Center. The Vision is to establish a pedestrian
oriented focus in the downtown, with a campus of new buildings
and a central park in a bold and economically sustainable plan
which radically repositions the downtown of Los Angeles for the
next 10 - 20 years of sustainable urban growth. Stephen Nieto with
South West Concepts assisted the team with the preparation of
the conceptual urban design and feasibility study documentation.
He also led the coordination in the development of all the 3D
visualization media and detailed study of the phase 1 cap and re-
development opportunity.
PARK 101 Feasibility Study, Los Angeles, CA
The Altum Group’s team has worked on a wide array of Community
Plans, Specific Plans and Corridor Plans across Southern California,
the Coachella Valley, and the City of La Quinta, including five of the
specific plans located within the La Quinta Highway 111 Corridor.
These include The Village at La Quinta, Point Happy, The Pavilion at
La Quinta, and the Eisenhower Family Medical Center. Most recently,
The Altum Group worked with Hermann Design Group to create
the Virada Specific Plan. Located in the City of Indio; the project
was awarded the Comprehensive Plan Merit Award during the 2017
Inland Empire Section’s American Planning Association Awards
program.
Altum Staff Previous Specific Plan Experience, Coachella Valley, CA
Highway 111 Corridor
Area Plan
2
Project Understanding
The City of La Quinta is seeking a progressive, creative, and experienced team of professionals to assist City staff in the development of an
area plan for the Highway 111 Corridor (Corridor). The Corridor is a two-mile long, 400-acre regional commercial hub at the center of the
City, extending from the western city boundary, just east of Washington Street, to the eastern city boundary at Jefferson Street. Centrally
located within the City, the Corridor is a major thoroughfare with vehicles varying from 40,000 to 70,000 depending Highway segment and
intersection. As the economic hub of La Quinta, 75 retail, service, and restaurant establishments within 21 commercial/office developments
make up the primary land uses of this critical area of the City. Not only does the Corridor employ up to 4,000 people, it generates the
majority of the City’s total sales tax revenue.
Within the corridor are eleven (11) Specific Plans that are currently disjointed and not reflective of a unified or branded focal point for the
largest economic driver in the City. Additionally, it is anticipated that by Fall 2019 the CV Link project will begin its construction for the City
of La Quinta segment in an attempt to attract an additional 16,000 pedestrians, bicyclists, and other users annually. The La Quinta 2035
General Plan anticipates the Corridor may evolve with mixed use development opportunities indicated as the highest and best use for
certain areas, as shown during the recent July 3, 2018 City Council approval of The Centre project on Auto Center Drive and Adams Street.
In the Spring of 2018, the City engaged the services of the Urban Land Institute (ULI) Technical Assistance Panel, consisting of land use,
urban design, finance, and real estate professionals, to make recommendations for Corridor planning efforts. This information is reflective
of the City’s desire with the circulation of this RFP for a project team to work with the residents, business owners/operators, City Staff
and Council to unify the Highway 111 Corridor. This will be accomplished through a branding program and area plan that will provide for a
progressive, technology savvy, environmentally sensitive and sustainable program that is doable in a timely and expeditious manner (not to
exceed nine months from Notice to Proceed) while incorporating realistic alternatives that satisfy the City’s needs.
The Highway 111 Corridor in La Quinta is divided by 11 Specific Plans, each with unique codes and standards, leaving the area disjointed and unthematic.
Project
Understanding
2
General Approach
Our Team will approach the Highway 111 Corridor Area Plan project pragmatically, with complete collaboration among all of our
specialties who are greater together than separately. The general approach will be to develop a theme from our stakeholder
engagement program which will involve presenting concepts to the major stakeholders and utilizing their feedback for improving this
La Quinta corridor. This theme will be the groundwork from which all tasks will emanate. We will go into more detail for each section
of the project however it will all return to the stakeholder vision and our commitment for a great product. The Audit of Current Codes
will keep what works and promotes business. The Complete Streets will design a plan that looks artistic yet operates efficiently. The
Branding Program will ensure that the design will define La Quinta and make it a destination that is remembered and that provides
people with a positive experience they will never forget. The New Codes will be a hybrid between great design and clear codes that
implement the design promote and retain business. The Implementation Program will provide funding sources consistent with La
Quinta’s Fiscal Policy a framework for the plan to materialize, and recommendations for prioritization.
Highway 111 Corridor
Area Plan
Sample Plans
In understanding any plan, it is important to understand what works and what
does not. Our team has seen many communities that have had plans that
work and ones that don’t. The common factor is staying true to the character
of the City and creating plans that are realistic and can be implemented.
We will take the charm that is La Quinta that will make the Corridor a place
that will be remembered. In 1999 the City of West Hollywood endeavored
to define Santa Monica Boulevard and they went through a similar process.
They called it “Taking Back the Boulevard”. It was an attempt to define Santa
Monica Boulevard as the cornerstone of West Hollywood and separate the
past which was controlled by the County of Los Angeles and the State of
California. At the time many of their concepts were very innovative and
are applicable now to La Quinta. For example they promoted Light Fixtures
that could hold illuminated decorations for the holidays, they tried to
connect Santa Monica Boulevard to other public places by way of pedestrian
walkways, provided garden features at bus stops, ensured that trees were
planted as close to the curb as possible to promote wider sidewalks,
incorporation of bicycle lanes, and the development of special gardens at key
intersections, and use of water features at gateways. This was a successful
plan for the City of West Hollywood and can be used as a template to model a
plan for La Quinta that will make the 111 Corridor as SPECTACULAR as it was
always meant to be.
Our team
has experience
preparing planning documents with aspects
similar to the La Quinta HWY 111 Corridor Area
Plan. We are providing samples of key projects in
the appendix to this proposal.
Virada Specific Plan - City of Indio
The Altum Group and Hermann Design Group
APA Award Winner
CV Link - Coachella Valley Association of
Governments
Hermann Design Group
Park 101
South West Concepts
https://www.park101.org/about_park_101
Rendering of Santa Monica Boulevard from the West Hollywood Master Plan.
Task 1 - Stakeholder Engagement
Task Approach
Educating the public about the project, identifying concerns, and utilizing the
information to develop an effective community outreach plan.
Before beginning to engage and influence stakeholders, it is crucial to understand them
and how they will be impacted by the project. With this in mind, CV Strategies will work
with City staff to identify interested parties and their perspectives. From there, we will
begin employing numerous, proven public education strategies to inform residents and
business owners about the project and further assess community sentiment.
Deliverables
»Stakeholder Meetings (4 Meetings)
»Outreach Materials
»Project Website
»Online Survey
»Social Media Posts
3 Scope of Work
The key to successful project outreach will be engagement within the impacted neighborhoods and relationship-building with key
stakeholders, businesses and community groups. Investing effort in identifying and building stakeholder relationships can increase
trust and confidence across the project environment, minimize uncertainty, and speed problem solving and decision-making. This stage
of outreach will form the basis for eventual development of a formal outreach plan that is sensitive to public input and concerns and
effectively promotes project benefits.
Kickoff Meeting - An initial meeting with City staff will identify goals and outcomes, including a stakeholder list, project timeline and
additional outreach tactics necessary to develop an outreach plan.
Outreach Materials - Flyers, FAQs, handouts and other materials will be created to notify and educate stakeholders about the project and
engage them with the upcoming outreach.
Website - CV Strategies will create a project web page to keep residents and other interested parties informed throughout development
of the outreach plan. If the City would like a more interactive website which includes engaging content, graphics and up-to-date project
renderings and allow visitors to view and vote for design concepts and ideas, then the Altum Group team could provide such interactive
website for an optional scope and fee (see Optional Tasks).
Outreach- One-on-one outreach to property owners and tenants will be conducted via email, mail and canvassing to invite property
owners and tenants to participate in workshops and/or focus groups as part of the outreach plan development process.
Stakeholder Working Group Meetings - Interested parties would work with the project team to identify hierarchy of needs and wants for
the corridor. The Stakeholder Working Group (SWG) should consist of City representatives, business owners, residents and community
partners. The Altum Group team will work with the City to identify the SWG. Publicize and facilitate up to four (4) SWG meetings at
various locations around La Quinta to gauge perceptions of the Corridor, identify trends to guide development of the outreach plan. CV
Strategies will monitor and record public comments for later discussion with planning team.
Surveys - A carefully crafted online survey will be developed based on information gathered from the SWG. The survey would be
publicized through the City’s digital newsletter and accessible through the City’s website. Responses will be reviewed and analyzed and
compiled into a final report to the SWG and City Council. The Altum Group team could provide an optional telephone survey to gather
additional information if desired by the City (see Optional Tasks).
Comment Cards/Sign-In Sheets- Design and facilitate printing of these contact tools as a way to gather addresses for the interested
parties and public feedback about the community outreach process.
Issues Assessment- Develop the nexus points available among stakeholder ideas, concerns and questions. Concepts and vision to be
reviewed by the SWG. Compile the assessments to share with the team and City to incorporate into the outreach plan.
Translation - Provide Spanish translation for written communications for the general public and marketing collateral to ensure all groups
are included in the stakeholder engagement process.
Social Media - Posts announcing upcoming meetings, stakeholder surveys, and other information will be created and coordinated with
City staff to post to Facebook, Instagram, Twitter, and others.
3Highway 111 Corridor
Area Plan
OPTIONAL TASKS
Interactive Website - The Altum Group team will develop an interactive website which includes engaging content, graphics and up-to-
date project renderings and allow visitors to view and vote for design concepts and ideas.
Telephone Survey- The Altum Group team will provide a telephone survey to gather additional information from the community.
This telephone survey would be in addition to the online survey which is included within Task 1 of the Scope of Work.
Video - To ensure all segments of the population can access information, including community meetings, the planning process will be
documented for the website and presented at the State of the City and other community events. The Altum team will video as many
as four SWG meetings.
Task 1 Approach, Cont’d
Proposed Stakeholder Engagement Approach
Task Approach
The Complete Streets plan will provide an overview of the Corridor and identify key
areas for upgrades and modifications. South West Concepts will lead this task with
support from Hermann Design Group and ADVANTEC. They will work together to
prepare a plan that meets the needs of vehicles, bicycles, pedestrians, and transit
riders.
Using the information gained from the Stakeholders’ outreach, and previously
prepared reports, guidelines, and standards, ADVANTEC will provide support
services for the Highway 111 Corridor Complete Streets Plan. ADVANTEC’s services
will be provided via a memorandum to the Altum Group.
ADVANTEC will identify “High Level - Smart Transportation Mobility Toolbox” that
can be used for “TYPICAL” roadway and intersection enhancements, pedestrian/
bicycle facilities enhancements, crosswalk enhancements and associated
improvements, intersection and roadway segments. “High Level” supporting
technical data and graphical illustrations (exhibits) will NOT be included in the
memorandum.
Deliverables
»Exhibits:
* Existing Conditions Summary
* Opportunity and Constraints summary
* Proposed Street Network Plan
* Multi Model Plan (Study Area)
* Multi-Model Plan Enlargement (Key
Opportunity Area)
* Master Street Tree Plan
* Streetscape - Plan/Sections
* Entry Gateway/Monuments -
Elevation/Plan/Sections
»Complete Streets Plan
3 Scope of Work
Task 3 - Complete Streets
Task Approach
The Altum Group has expertise working with local jurisdictions to develop and
review ordinances, planning documents and regulations. Utilizing all background
materials from the City of La Quinta, The Altum Group will audit the current
standards and identify issues and commonalities. Specifically we will review the
Highway 111 Design Guidelines; Zoning District Standards for Regional Commercial,
Commercial Park and Mixed Use Overlay; and the development standards from the
12 Corridor-related Specific Plans. The audit will encompass these tasks:
• Identify the parts of the existing Specific Plans that define La Quinta in a
positive light and highlight the Corridor
• Identify the policies that are outdated and need to be modernized to current
standards.
• Keep policies or regulations that were innovative and recognized issues such
as trip reduction, smart technology, water conservation, and road diets.
• Evaluate the total area of turf removal along the corridor using Google and
City archives to establish a base area.
• Prepare an estimate of the water use for the areas of turf removal.
• Modernize standards that promote the creation and retention of business.
• Prepare a report of findings and make recommendations for improvements
and changes for the final landscape and visual corridor guidelines.
• Matrix summarizing the main issues in each Specific Plan.
• Identification of policies to retain.
• Identification of policies to remove or modernize.
Deliverables
»Corridor Development Standards
Audit Memorandum
Key Issues
»Identifying common themes
throughout the Specific Plans
»Cataloging outdated themes and
ideas
»Ensuring that policies either develop
or retain business
Task 2 - Audit of Current Standards
ADVANTEC will provide “High Level” review of available vehicle, pedestrian, and bicyclists traffic data and collision data provided by the
City of La Quinta to provide “High Level” understanding of the performance of the corridor and intersection. Detailed Level-Of-Service
(LOS) and other transportation analysis is excluded from this task. It is anticipated the Altum Group will collect the data from the City of La
Quinta.
Using the recommendations of CVAG’s Regional Traffic Signal Interconnect Master Plan, ADVANTEC will provide “High Level” opportunities
to integrate CAV along the Highway 111 Corridor including CAV shuttles that will link the various commercial centers along the corridor
and/or can serve as first and last-mile connectivity.
As part of this study, ADVANTEC will discuss Transportation on Demand (TOD) or Mobility as a Service (MaaS) Hubs, to serve as regional,
and neighborhood hubs for pedestrians, E-scooters, automated neighborhood electric circulators, bus, bike-share, electric vehicle
charging stations, car-sharing, ride-sharing, connected/automated vehicles, and shared economy transit services. These facilities would
Task Approach
Hermann Design Group and CV Strategies will begin the branding development phase of the
project by utilizing findings from Task 1. They will identify which messages have resonated
with particular target audiences and why. This will provide useful insight that the team will
blend with input from the SWG.
The assessment will lead to the creation of several simple, relevant, compelling taglines and
casual Highway 111 Corridor logo/brand concepts. By including a variety of stakeholders and
keeping the City apprised of the process, a sense of ownership is fostered, and buy-in of the
final message elements is more easily achieved.
The team will design graphic and color options that apply to 2D and 3D design to tie together
public elements in a way that is unmistakably La Quinta (applies to way-finding, signage,
monuments, architecture and public spaces).
3
Task 4 - Corridor Branding Program
Highway 111 Corridor
Area Plan
allow residents and businesses within the City to capitalize on the integration of intelligent transportation systems improvements.
The TOD or MaaS Hubs would incentivize large-scale mixed-use developments or re-developments. Curb management applications,
solutions, and locations for ride sharing services will be addressed in the study.
Understanding & Analysis – Collect existing aerial imagery and CAD base map information. Prepare existing conditions exhibits.
Street Typology – Hermann Design Group will provide design support for landscape, hardscape and shading solutions. Using street
sections and plan view base sheets that are provided by Altum, we will provide landscape conceptual design that illustrate lane
configuration, medians, landscape buffer and sidewalks including alternative shading ideas.
Mobility Plan – South West Concepts will review findings by ADVANTEC and develop existing and proposed road network and
mobility exhibits. Provide support for urban design linkages, streets typologies, street character, and mobility types.
• Highway 111
• Washington and Jefferson
• Adams and Dune Palms
• Intersecting North-South streets
• Shared Streets – Developer and local streets
Precedent and Character Images – Provide character images and photos to support design approach and objectives.
Review and Process – Meet with the city and staff to collect new/relevant design development information and receive feedback on
approach and design.
Final Exhibits - After client review, he team will provide final exhibits for the various plan areas.
Complete Streets Plan - All of the elements detailed above will be included in the complete street plan deliverable. We assume one
round of city review and revisions.
Task 3 Approach, Cont’d
Deliverables
»New Landscape Palette
»Cost Saving Alternatives
»Street and Drive Aisle Exhibits
• Create a unique look for the Highway 111 Corridor will establish it as a destination in itself, as well as part of the La Quinta
experience.
• Collaborate with the team and City staff to create a logo, tagline and iconic brand that will be incorporated into wayfinding signs
along the Corridor and influence the City monument design.
• Develop and extend the current La Quinta logo/iconography to apply to the look and feel of the 111 corridor theme where
applicable.
• Design adaptable templates and logo/brand variations for use in various ways, including signage on trucks, apparel, banners, and
digital formats
• To ensure clear branding standards, an internal manual will be developed for proper and accepted use of the logo, colors and fonts.
Given our high level of personal commitment we will work together to develop a brand to make the La Quinta 111 Corridor outshine all
other places in the Coachella Valley.
Task Approach
Led by South West Concepts, the Corridor Vision Plan (Visual Corridor Design Guidelines) will provide the City with a glimpse into the
future of Highway 111 through urban design, landscaping, smart transportation, and function.
Existing Conditions / Base Maps - Collect CAD Base Map information for existing ROW/block/building figure ground.
Analysis - Review existing conditions and project area understanding. Review current land use, urban fabric, and current development
intensity. Collect and analyze precedents. Establish design driving principles.
Corridor and Street Sections - Illustrative Urban Design Street typology sections, illustrating street ROW, shading opportunities, public
realm, setbacks and building form, ground level uses, and development relationship to street.
Precedent and Character Images - Provide character images and photos to support design approach and objectives.
Building Development Types and Standards - Identify infill and creative use opportunities to support design goals and objectives for
highest and best use. Explore typical development typologies through 3D massing and site planning.
• Retail/Residential Mixed-Use Infill
• Commercial Infill
• Adaptive Big Box reuse
• Multi-Family Residential
Photorealistic Renderings - Renderings that convey street configuration, sidewalks, shading elements, and development typology and
intensity.
Review and Process - Meet with the city and staff to collect new/relevant design development information and receive feedback on
approach and design.
Final Exhibits - After client review, we will prepare final Urban Design report that will include/identify:
• Analysis Summary
• Existing development constraints and opportunities
• Framework of “special places”, open spaces, and development typologies
• Conceptual Illustrative Master Plan
• Development typology 3d massing exhibits
• Development typology conceptual site plans
• Precedent Character Images
• (5) Street level renderings
Our team leader Southwest Concepts will collaborate with all other members of our team to develop guidelines that reflect all our
specialties to make the corridor smart, efficient and spectacular.
Task Approach
The Stakeholder Engagement task will identify the key concepts required to develop
new Codes and Standards for the Highway 111 Corridor. The Altum Group, South
West Concepts, and Hermann Design Group, and ADVANTEC will concurrently draft
Code Requirements utilizing previous analysis and understanding of the project
direction.
• Translate results of the stakeholder interviews into Code and Design
• Prepare Street Sections/Physical Design and the New Code
• Provide unified Standards from the East end to the West end of the Corridor
• Prepare code revisions that include but are not limited to parking,
nonresidential development standards, nonresidential permitted uses, and
signs
• Development of realistic codes that have timeless elegance and modern
sensibilities
Deliverables
»Code Regulations: Regional
Commercial, Commercial, Park, Mixed
Use Overlay
»Non-residential code revisions
»Existing Corridor Specific Plan Codes
»New Codes and Standards
Memorandum
Optional Tasks
»California Environmental Quality Act
(CEQA) documentation for rescinded
Specific Plans. Due to variability of
scope of work, no fee is provided for
this optional task.
3 Scope of Work
Task 5 - New Visual Guidelines
Task 6 - New Codes and Standards
Our team will develop codes and standards that will reflect our multi-disciplinary approach and will reflect standards that make the 111
Corridor look great, operate efficiently, and promote business.
Deliverables
»Visual Corridor Design Guidelines
Report
»Photorealistic Simulations
3Highway 111 Corridor
Area Plan CREATING GREAT STREETS
TRANSIT, CARS, PEDESTRIANS
ACTIVATED EDGESCOMPLETE STREETS
PEDESTRIAN PRIORITY
SIGNAGE / WAY FINDING WIDE SIDEWALKS
LANDSCAPE BUFFERS
SAFE INTERSECTIONS
INTEGRATING PLAZAS + SQUARES
PLACES FOR GATHERING
STAYING COOL
INSTAGRAM-ABLE
MOMENTS
ART + SHADE
SHADE!
KIDS PLAY
PLAZAS
SIDEWALKS
OUTDOOR SPORTS
GATEWAY IDEAS
LIGHTING & MONUMENTS
BENCHES LANDSCAPING
Task Approach
The Altum group in consultation with its partners will analyze the results of the Public
Outreach and identify the projects that can be implemented immediately, short
term, and then long term. The immediate goals would be items where the funding is
available, easily implemented, and considered a high priority. The remaining short
and long term goals would be grouped with the action needed for implementation or
the fiscal year the funds would be available. This item is of great importance because
it is the physical manifestation of the plan that people can see and measures the
City’s success.
Deliverables
»Implementation Program
Memorandum
3 Scope of Work
Task 7 - Implementation Program
Funding Framework - As part of the Implementation Program, The Natelson Dale Group, Inc. (TNDG) will evaluate a range of potential
funding sources and financing mechanisms to pay for anticipated infrastructure and public improvements in the Plan area. The funding
framework recommended by TNDG will reflect the following core principles:
• Requiring new development to be fiscally balanced
• Incentivizing fiscally positive development projects
• Maximizing opportunities to leverage public financing with private investment
• Utilizing existing revenue streams (i.e., avoiding new taxes) while protecting needed resources for other City services
TNDG’s analysis will consider funding options for both capital improvement costs and ongoing operations/maintenance expenditures.
TNDG will evaluate the applicability and feasibility of the following types of revenue sources:
• Development impact fees
• Developer contributions / reimbursement agreements
• Public private partnerships (PPP)
• Incremental General Fund revenues (e.g., Measure G, TOT)
• SB1 (Road and Accountability Act of 2017)
• Measure A
• Quimby Funds
• Grants (e.g., Federal ATP)
• Landscape and lighting district
• Enhanced Infrastructure Financing District (EIFD)
• Business improvement districts (BID or TBID)
(Optional) Market Demand Study. As an optional task, TNDG would prepare a market analysis to quantify future development
opportunities within the plan area. TNDG’s market study would build on the initial “market findings” outlined in the ULI TAP report,
providing more detail in terms of potential development quantities, timing of demand, and optimal land use mix. The market analysis
will identify unmet demand (or excess supply) by land use category, and serve as a basis for recommending strategies to enhance the
long-term economic vibrancy of the project area.
TNDG’s market study would address various land use categories including Retail/restaurant/entertainment/services; Multi-family
residential; Hospitality (hotel); Office; and Mixed-use development incorporating combinations of the above land uses.
In addition to quantifying demand for development in the project area, the analysis would also consider qualitative issues affecting the
project area’s development potentials. In other words, the analysis would identify the specific market niches or types of development
(in terms of density, market orientation, etc.) that would be appropriate for the development environment envisioned for the plan
area.
(Optional) Developer Focus Group Meeting. As an optional task, TNDG would conduct a “focus group” meeting with commercial and
mixed-use developers familiar with La Quinta and the larger Coachella Valley market area. The primary purpose of this meeting would
be to validate and/or refine the findings of TNDG’s market demand study. The meeting would also provide an important opportunity to
discuss the following strategic issues:
• Types of development for which the developers would anticipate future demand in the plan area;
• Feasible development densities for different land use types, given likely land costs within the plan area;
• Development incentives that are most effective in these settings, from a developer’s perspective; and
• Other factors that contribute to the successful implementation of this type of planning initiative.
TNDG would facilitate the focus group meeting (including preparation of briefing materials to be distributed to the participants in
advance of the meeting).
Task Approach
The approach to the Public Hearings will be different than other teams due to us having
team members who have worked at the City of La Quinta and other jurisdictions and
understand the hearing process. In order to save time and get maximum input we
recommend that there be a Joint Planning Commission and City Council Meeting to give
the two bodies a chance to have direct communication and for the City Council to provide
direction with the Planning Com mission’s input. Being familiar with La Quinta provides us
with the ability to know that the City Council values input from the Finance and Community
Services Committees and we recommend that these committees also have a chance
to provide input on their particular specialties. Public Hearings are the chance for the
community to provide testimony and for us to make any changes that will help make the
111 Corridor the Spectacular Corridor it has the potential to be.
Our team will be available to attend and present at the required City of La Quinta Public
Hearings. Attendance from teaming partners will be based on the portion of scope
prepared by the date of the hearing, however Altum will be the lead for each.
• Attend one Planning Commission Hearing and two (2) City Council Public Hearings on
the plan.
• Work with City Council and Planning Commission is scheduling meetings and
presentations.
• Provide notice of said meeting to interested parties.
• Prepare PowerPoint presentation overviewing the plan’s progress and deliverables.
Deliverables
»PowerPoint Presentation (one for
each Hearing)
»Handouts for meeting
»Copies of staff reports
Task Approach
The Altum Group will be responsible for producing the bound color copies of all draft
and final area plan documents. Digital copies in PDF will also be provided to the City
for posting online.
Deliverables
»Thirty (30) hard copies of each plan
document; draft and final
»1 reproducible master copy of each
plan document; draft and final
»1 digital copy in PDF of each plan
document; draft and final
Optional Tasks
»Posting all plan documents on a
microsite for the project
3
Task 8 - Public Hearings
Task 9 - Deliverables
Highway 111 Corridor
Area Plan
Photo Copyright The Desert Sun
Our approach to the project is to bring a uniform theme to the Corridor introducing smart technologies and pedestrian-friendly interfaces along key points.
SOUTH WEST CONCEPTS, INC
Project Schedule
Based on our understanding of the tasks requested by the City of La Quinta, and our experience with similar projects, we believe that the
Highway 111 Corridor Area Plan project can be completed in the required nine (9) month timeframe. This includes all tasks outlined by
the City, Stakeholder Working Group meetings, review of plan documents by City staff, final printing and production and public hearings.
The schedule below outlines the key milestones for each task, a complete, detailed schedule will be provided to the City upon project
commencement.
4Schedule/Timeline
Dra�
Development
of Codes
Task 1
Stakeholder Engagement
Program
Task 2
Audit of Codest Standards
Task 3
Complete Streets
Task 4
Corridor Branding Program
Task 5
New Visual Guidelines
Task 6
New Codes Standards
Task 7
Implementa�on Program
Task 8
Public Hearings
Months Jan Feb Mar Apr May Jun Jul Aug Sept
Stakeholder Working
Group Mee�ngs
Kick-oMeeting Ongoing Sta Coordination
2019
Review
of Codes
Dra�
of Complete
Streets
Dra�
Branding Plan
Project Management
Stakeholder Working
Group Mee�ngs
Complete
Street
Plan
Development of
Implementation
Program
Draft Visual Guidelines
Dra�
Memorandum City Review
Final
Memorandum
Stakeholder Working
Group Mee�ngs
4Highway 111 Corridor
Area Plan
Finaliza�on
of Codes
Ongoing Engagement
Jan Feb Mar Apr May Jun Jul Aug Sept
Dra�
of Complete
Streets
Final
of Visual
Guidelines
Finaliza�on of
Implementa�on
Plan
Stakeholder Working
Group Mee�ngs
City Review
City Review
Deliver
Dra� to
City
City Review Finalize
Street Plan
City Review
Draft Visual Guidelines
Deliver
Dra�
to City
City Review
Final
Branding
Finance Committee Meeting
&
Community Service Meeting
Joint
PC and CC
CC
Meeting
Stakeholder Working
Group Mee�ngs
Development of
Implementation
Program
5 References
Bryan McKinney
City Engineer
City of La Quinta
78495 Calle Tampico
La Quinta, CA 92253
760-777-7090
bmckinney@laquintaca.gov
Bill Enos
City Engineer
City of Rancho Mirage
69-825 Highway 111
Rancho Mirage, CA 92270
760-770-3224
bille@ranchomirageca.gov
Vicki Oltean
Director - Parks and Recreation
City of Palm Springs
401 South Pavilion Way
Palm Springs, CA 92264
760-323-8277
vicki.oltean@palmspringsca.govThe Altum GroupSouthwest ConceptsHermann DesignADVANTECCV StrategiesNatelson DaleLuis Lopez
Development Services Director
City of Coachella
1515 Sixth Street
Coachella, CA 92236
760-398-3102
llopez@coachella.org
Brian Desatnik
City Planner/Planning Manager
City of Redlands
35 Cajon Street
Redlands, CA 92373
909-798-7555
besatnik@cityofredlands.org
Bud Kopp
Planning Manager
City of Rancho Mirage
69-825 Highway 111
Rancho Mirage, CA 92270
760-328-2266
budk@ranchomirageca.gov
Pete Carmichael
Director of Community Development
City of Irvine
1 Civic Center Plaza
Irvine, CA 92606
PCarmichael@cityofirvine.org
949-724-6451
Bill Hanway
Executive Vice President
AECOM
(Los Angeles 2028 Olympic Bid Lead)
1999 Avenue of the Stars, Suite 2600
Los Angeles, CA 90067
Bill.Hanway@aecom.com
646-574-5474
Vaughan Davies
Board of Directors
Friends of Park 101
5510 Lincoln Blvd Ste 250
Los Angeles, CA 90094
v.davies@perkinseastman.com
310-829-2249
Eric Cowle
Transportation Project Manager
Coachella Valley Association of
Governments
73710 Fred Waring Drive, Suite 200
Palm Desert, CA 92260
760-346-1127
ecowle@cvag.org
Gilbert Hernandez, PE, TE
City Traffic Engineer
City of Riverside
900 Main Street
Riverside, CA 9252
951-826-5148
ghernandez@riversideca.gov
Kris Gunterson
Traffic Operations Analyst
City of La Quinta
78-495 Calle Tampico
La Quinta, CA 92253
760-777-7078
kgunterson@laquintaca.gov
Bill Pattison
City Manager
City of Coachella
1515 Sixth Street
Coachella, CA 92236
760-398-3502
bpattison@coachella.org
Adekunle Ojo
Acting General Manager
Indio Water Authority
83101 Avenue 45
Indio, CA 92201
760-391-4038
ojo@indio.org
Ashley Starr
Public Information Officer
City of Beaumont
550 East 6th Street
Beaumont, CA 92223
51-572-3207
astarr@beaumontca.gov
Martin Alvarez
Director of Economic Development
City of Palm Desert
73510 Fred Waring Drive
Palm Desert, CA 92260
760-346-0611
malvarez@cityofpalmdesert.org
Michelle Geller
Economic Development Manager
City of Escondido
201 N. Broadway, 2nd Floor
Escondido, CA 92025
760-839-4587
mgeller@escondido.org
Paul Stamper
Deputy Executive Officer
County of Ventura
800 South Victoria Avenue
Ventura, CA 93009
805-654-3938
paul.stamper@ventura.org
5Highway 111 Corridor
Area Plan
HDG - La Quinta Ave 52 Sustainability Project HDG - La Quinta Calle Sinaloa Roundabout Project
Altum and HDG - Rancho Mirage Community Park and Amphitheater
Stephen Nieto from South West Concepts - Los Angeles 2028 Olympic Bid
Cost Estimate
We understand from Addenda issued by the City of La Quinta that the budget for the Highway 111 Corridor Area Plan is set at $205,000.
Our team has streamlined the scope of work to the most essential tasks to ensure we are able to provide the City with the key components
necessary for improving the Corridor. The cost table below outlines our detailed fee breakdown for each of the 9 tasks of the RFP showing all
labor hours and direct costs. We will provide the scope of work detailed above on a Time and Materials basis not to exceed $205,000 without
authorization by the City. Implementation of these optional items would give the City a more thorough and detailed area plan.
We have also provided a summary Cost Estimate for optional tasks on the next page.
6 Cost Proposal
PM Senior Associate Graphics Admin Principal Senior Associate
Principal in
Charge
Project
Manager/Irr
iga�on
Designer
Landscape
Architect
Associate/Sr
Designer Designer Dra�sman
$155 $125 $110 $110 $55 $125 $90 $65 $175 $130 $125 $105 $90 $75
1.1 Es�mated Total Hours 8 3 2 1 1 8 4 15 4 35
Task 1 Subtotal 1,240$ 375$ 220$ 110$ 55$ -$ 720$ 260$ 2,625$ -$ 500$ -$ 3,150$ -$
2 Es�mated Total Hours 20 75 70 10 30 10 11 8 32 8 8
Task 2 Subtotal 3,100$ 9,375$ 7,700$ 1,100$ 1,650$ -$ 900$ -$ 1,925$ 1,040$ 4,000$ -$ 720$ 600$
3 Es�mated Total Hours 5 5 7 6 2 75 64 9 4 10 48
Task 3 Subtotal 775$ 625$ 770$ -$ 330$ 250$ 6,750$ 4,160$ 1,575$ -$ 500$ 1,050$ 4,320$ -$
4 Es�mated Total Hours 6 5 0 10 12 40
Task 4 Subtotal 930$ 625$ -$ -$ -$ -$ 900$ -$ 2,100$ -$ -$ -$ 3,600$ -$
5 Es�mated Total Hours 8 5 3 6 115 200 8 8 24 20
Task 5 Subtotal 1,240$ 625$ -$ -$ 165$ 750$ 10,350$ 13,000$ 1,400$ 1,040$ 3,000$ -$ 1,800$ -$
6 Es�mated Total Hours 30 60 40 20 25 10 2 6 6 12
Task 6 Subtotal 4,650$ 7,500$ 4,400$ 2,200$ 1,375$ -$ 900$ -$ 350$ 780$ 750$ -$ 1,080$ -$
7 Es�mated Total Hours 15 15 5 5 10
Task 7 Subtotal 2,325$ 1,875$ 550$ -$ 275$ -$ 900$ -$ -$ -$ -$ -$ -$ -$
8 Es�mated Total Hours 8 8 10
Task 8 Subtotal 1,240$ 1,000$ -$ -$ -$ -$ 900$ -$ -$ -$ -$ -$ -$ -$
9 Es�mated Total Hours 2 3 4 6 4
Task 9 Subtotal 310$ 375$ 440$ 660$ 220$ -$ -$ -$ -$ -$ -$ -$ -$ -$
PROJECT TOTAL 15,810$ 22,375$ 14,080$ 4,070$ 4,070$ 1,000$ 22,320$ 17,420$ 9,975$ 2,860$ 8,750$ 1,050$ 14,670$ 600$
Notes:
1. Direct Costs include Vehicle Use, Equipment, Printing and Mailing Supplies, and Outreach Materials
Task 2: Audit of Development Standards
Task 3: Complete Streets
Task4: Corridor Branding Program
The Altum Group Southwest Concepts Hermann Design Group
Task 1: Stakeholder Engagement
Task 7: Implementa�on Program
Task 8: Public Hearings
Task 9: Material Produc�on
Task 6: New Codes and Standards
Task 5: New Visual Guidelines
6Highway 111 Corridor
Area Plan
Admin/Prod
uc�on
Carlos Or�z
Task Leader
John Dorado
Key Support
Task Leader
Assistant
Engineer President
Vice
President
Account
Manager
Graphics/De
sign/Video
Photographe
r Translator
Support
Staff Principal Senior
$75 $260 $200 $110 $225 $185 $175 $150 $125 $125 $100 $200 $170
10 3 5 60 10 10 10 60 249 249
-$ 2,600$ 600$ -$ -$ 925$ 10,500$ 1,500$ 1,250$ 1,250$ 6,000$ -$ -$ 33,880$ -$ 33,880$
8 16 298 298
600 1,200$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 33,310$ -$ 33,310$
25 24 40 324 324
-$ 6,500$ 4,800$ 4,400$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 36,805$ 1,000$ 37,805$
5 5 10 10 7 110 110
-$ -$ -$ -$ 1,125$ 925$ 1,750$ 1,500$ -$ -$ 700$ -$ -$ 14,155$ -$ 14,155$
8 405 405
600$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 33,970$ 3,000$ 36,970$
211 211
-$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 23,985$ -$ 23,985$
14 20 84 84
-$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 2,800$ 3,400$ 12,125$ 500$ 12,625$
7 4 4 41 41
-$ 1,820$ -$ -$ 900$ -$ -$ 600$ -$ -$ -$ -$ -$ 6,460$ 235$ 6,695$
19 19
-$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ 2,005$ 3,570$ 5,575$
600 1,800$ 10,920$ 5,400$ 4,400$ 2,025$ 1,850$ 12,250$ 3,600$ 1,250$ 1,250$ 6,700$ 2,800$ 3,400$ 196,695$ 8,305$ 205,000$
CV Strategies Natelson DaleAdvantec Consul�ng Engineers
Total Labor Direct Costs1 Total Costs
Optional Tasks
6 Cost Proposal
Task 1: Stakeholder Engagement
• Attendance for all Public Hearings by all Consultants involved - $9,500 (approx.)
Task 3: Complete Streets
• Draft/Final Report for a Multi-Modal Transportation Plan and Complete Streets Plan (excluding LOS) - $49,440
Task 5: New Visual Guidelines
• Key Opportunity Area Enlargement Illustrative Conceptual Site Plan – $4,400
Task 7: Implementation Program
• Market Demand Study – $29,500
• Developer Focus Group Meeting – $6,800
TOTAL OPTIONAL TASK STRUCTURE: $99,640
You have had a chance to study our approach and understanding of
the project and the facts speak for themselves. The important factor
is what our team can add on to the product that cannot be matched
by any other firm. Unlike out of town firms, we have a personal stake
in the development of the Highway 111 Corridor Area Plan because
we live in La Quinta, work in La Quinta, and shop in La Quinta and
love the City and want to see it succeed. We have an excellent col-
laborative working relationship which is dynamic and interactive to
facilitate a superior product. Lastly, our multidisciplinary approach
as a team is far greater than the sum of its parts. For these reasons,
The Altum Group, Hermann Design, Southwest Concepts, Advantec
Consulting Engineers, CV Strategies, and Natelson Dale will deliver
a product that cannot be matched. Our team is confident we will
deliver a very successful project for the City, which will set the stage
for a Highway 111 Corridor that is a very attractive destination within
the Coachella Valley.
Appendix
Resumes
Mike Peroni
President
Education:
Bachelor of Science with Honors,
Urban Planning, California State
Polytechnic University, Pomona,
California, 1972.
Associate of Science with Great
Distinction, Architecture,
Sacramento City College,
Sacramento, California, 1969.
Associations:
Charter Member of American
Planning Association
Member of the Association of
Environmental Planners
Member of Urban Land Institute
Qualifications:
Mr. Peroni has over 40 years of experience in municipal planning, environmental
planning, and urban design. He had his own consulting practice (Smith, Peroni & Fox,
Planning Consultants, Inc.) for 12 years and has served as a principal with other firms
prior to establishing The Altum Group. Since becoming a consultant in 1979, he has
served as office manager/principal as well as project manager on a variety of projects
throughout the Inland Empire, representing a mixture of large- and small-scale land
developments including resort, industrial, residential, recreational, commercial, wind
energy, and public projects. He has served as a project planner for the revision of the
Palm Springs, Rancho Mirage, and Desert Hot Springs General Plans, and a principal-
in-charge for the revisions of the Redlands and Coachella General Plans. His work has
also included the preparation of Environmental Impact Reports and Statements.
Examples include an Environmental Impact Statement for the Bureau of Indian Affairs
evaluating an 18,000-acre new town south of Tucson, Arizona and Environmental
Impact Reports for the Shadowrock, Palm Springs Classic, Canyon Park Resort and Spa
developments in Palm Springs, The Classic Club, the Palm Springs General Plan Update
and the 46-square-mile North Sphere Annexation in Palm Springs, and the Section
Four (Willows Golf Resort) North Sphere Project in Palm Desert.
Prior to becoming a consultant, Mr. Peroni was employed by the City of Palm Springs
for 7 years in mid-management supervisory positions. While with the City, he was
project planner for the General Plan and related elements, environmental review,
land use studies, zoning administration, park and open space management, growth
management analysis, capital improvement programs, bikeway network and park
design. Mr. Peroni has also mastered project evaluation, grantsmanship, and
ordinance preparation. As senior planner with the City, he gained experience in
budget preparation and served as staff advisor to the Architectural Advisory
Committee. He has served as a board member on the Downtown Business
Improvement District, and also on the Board of Parks, Open Space and Trails (POST)
in the City of Palm Springs. His community service includes terms as president of the
Palm Springs Lions Club, Palm Springs Jaycees and Palm Springs Band Boosters. He is
currently a Board Member of the Coachella Valley Lincoln Club.
Project Experience:
Thomas Enterprises’ The Pavilion At La Quinta, La Quinta, CA
Specific Plan for 18-acre 150,000 commercial center in the City of La Quinta, CA.
Point Happy Commercial Center Specific Plan, La Quinta, CA
Specific Plan for a 25-acre commercial center in La Quinta, CA.
Eisenhower Family Medical Center Specific Plan, La Quinta, CA
Conceptual land planning and Specific Plan for the Eisenhower Medical Complex in La Quinta, CA.
Specific Plan for the Village at La Quinta, La Quinta, CA
Specific Plan and environmental assessment for La Quinta’s historic downtown area, including the establishment of an
architectural theme and design guidelines. This project was the recipient of an American Planning Association (APA)
Award.
Mike Peroni
President
2
The La Quinta Resort Specific Plan Planning Area 1, Amendment 6, La Quinta, CA
As Principal-in-Charge, prepared an Amendment for Planning Area 1 of the La Quinta Resort and Club Specific Plan. The
Amendment will facilitate the demolition of 176 hotel units, 50,330 sq. ft. of commercial/ancillary uses, 11 tennis courts
and swimming pool and the addition of 807 hotel units, 138,362 sq. ft of commercial/ancillary uses, and construction of
a new stadium tennis court and swimming complex. The multi-node resort will include a two-floor subterranean garage
and hotel structures up to 66 feet in height, with a total of 1,448 hotel units.
SunCal Citrus Ranch Specific Plan, Indio, CA
Preparation and processing of Specific Plan, Change of Zone, Annexation, Master Tentative and Large Lot Tentative Maps
for a 1183-acre, 2,075-unit mixed-use planned community including golf course, recreation facilities, boutique hotel and
various residential densities in the City of Indio, CA.
Fiesta de Vida Specific Plan, Indio, CA
Specific Plan, Tentative Maps, LAFCO application, and Plan of Services Agreement for a 656-acre mixed
residential/retirement golf community.
Classic Club (NorthStar Golf Resort/Avanterra) Specific Plan, Riverside County, CA
Specific Plan/Environmental Impact Report, Zone Change, General Plan Amendment for a 456-acre mixed-use
residential/golf resort/commercial/industrial community north of the City of Palm Desert.
Sanderson Ray Companies’ The Southridge Cove, Palm Springs, CA
Land Plan, Planned Development District, Tract Maps and Environmental Assessment for 12-acre 64-unit luxury
residential development in the City of Palm Springs, CA.
GHA Enterprises’ The Venezia, Palm Desert, CA
Land Plan, Tract Map and Environmental Assessment for 30-acre 92-unit luxury single family residential development in
the City of Palm Desert, CA.
Stonefield Development’s Stonefield 100, Indio, CA
Preparation of Land Plan, Change of Zone for a 100-acre development, where three Tentative Maps were processed
creating 103 luxury residential lots.
Section 4 - North Sphere (The Willows Golf and Mixed-Use Development), Palm Desert, CA
Environmental Impact Report for 515-acre mixed-use resort including commercial and sports park uses in the City of
Palm Desert, CA.
Indian Lakes Specific Plan, Indio, CA
Specific Plan and environmental studies for a 200-acre mixed-use water skiing resort including lakes, residential and
hotel facilities in the City of Indio, CA.
Outdoor Resorts Specific Plan, Indio, CA
Specific Plan for a 210-acre, 1008-space recreational vehicle country club including golf, lakes, and other recreational
amenities in the City of Indio, CA.
Coachella Valley Association of Governments, Coachella Valley, CA
Master environmental assessment and project growth scenarios for the Coachella Valley (1,500 square miles). Contract
involved Riverside County and all of the Coachella Valley cities.
Chris D. Moore, AICP, ENV SP
Planning and Environmental Planning Manager
Education:
M.S., Community and Regional
Planning, Univ. of Texas, 1998.
Master’s Thesis: Neighborhood
Planning in Round Rock, TX.
B.A., Environmental Biology and
Environmental Conservation
(double major), University of
Colorado at Boulder, 1994
Registrations:
American Institute of Certified
Planners (AICP), cert. #017711,
since 2002.
Envision Sustainability
Professional (ENV SP), Institute
for Sustainable Infrastructure,
cert. #13492, since 2015.
Associations:
American Planning Association
Association of Environmental
Professionals
City of Del Mar – Design Review
Board – Ex-Officio Board Member
Carmel Valley Community
Planning Board (CVCPB), Board
Member – 2011 to 2016
CVCPB Livability Subcommittee,
Chairman – 2014 to 2016
Qualifications:
Chris Moore has 20 years of experience in the urban planning and environmental
planning fields. He manages The Altum Group’s Planning and Environmental Planning
Groups. He has managed many large and small planning and environmental planning
projects involving multidisciplinary teams. Mr. Moore is dedicated to understanding
client needs and providing high quality consulting services on time and within budget.
He has a demonstrated knowledge of principles, practices and trends in urban
planning along with strong analytical skills. Mr. Moore is a proven leader and project
manager with an in-depth knowledge of planning practices and environmental
requirements. His extensive planning background and outstanding written, verbal and
interpersonal communication skills are highlighted at City Council, Planning
Commission and public meetings.
Mr. Moore has broad-based urban planning, transportation planning, corridor
planning, urban design, and community outreach experience. He has been involved
in numerous planning projects of many types throughout Southern California and
the Western United States. His transportation experience includes corridor planning,
complete streets design, bicycle/pedestrian paths and networks, and wide-ranging
CEQA and NEPA services for clients such as Caltrans, Coachella Valley Association of
Governments, California High Speed Rail Authority, Texas Dept. of Transportation,
among others. Other areas of expertise include land use, socioeconomics,
community impact assessment, and public outreach/collaborative planning. Mr.
Moore has managed many projects involving corridor studies, bicycle/pedestrian
facility planning, access management plans, trail and open space planning, off-
highway vehicle park planning, general plans, specific plans, community plans, and
neighborhood plans. Currently, Mr. Moore serves on the City of Del Mar’s Design
Review Board as an Ex-Officio Board Member. In recent years Mr. Moore served on
the City of San Diego, Carmel Valley Community Planning Board (CVCPB), and as
Chair of the CVCPB Livability Committee, preparing a Mobility Issues Assessment
evaluating bicycle, pedestrian and other mobility issues within the communities of
Carmel Valley and Pacific Highlands Ranch.
Project Experience:
CVAG Valley-wide ITS Improvements Preliminary Environmental Study, Coachella Valley, Riverside County, CA
Project manager for the preparation of the Preliminary Environmental Study for Phases I and II of the Intelligent
Transportation System improvements to over 400 intersections throughout the Coachella Valley to provide regional
signal synchronization within the Coachella Valley. Caltrans is the NEPA Lead Agency.
Marine Corps Base Camp Pendleton, Bicycle Network Master Plan, San Diego County, CA
Mr. Moore served as Project Manager, as part of a multidisciplinary team, to prepare a Bicycle Network Master Plan,
to safely accommodate bicycle transportation for both active duty Marines as well as recreational bicyclists crossing
the Marine Corps Base. Mr. Moore managed a team of landscape architects and planners to develop a Master Plan
which recommended a network of roadways and other paved areas and existing paths located on the MCB which could
be converted into Class III bicycle lanes connecting various Cantonment Areas throughout the base. Mr. Moore and the
design team worked collaboratively with MCB planners to develop a detailed understanding of bicycle transportation
needs throughout the base. Field work was conducted basewide in areas where bicycle path alignments were
Chris D. Moore, AICP, ENV SP
Planning and Environmental Planning Manager
2
identified. The Master Plan deliverable provided a recommendations for basewide bicycle path alignments that were
segmented and prioritized into independent projects that could be further designed and developed by MCB Camp
Pendleton.
Carmel Valley Community Planning Board Livability Committee – Mobility Issues Assessment, Carmel Valley, San
Diego, CA Mr. Moore served as Chair for the CVCPB Livability Committee and was engaged in a Livability planning
process to address pedestrian and bicycle safety, accessibility, and mobility issues throughout the Carmel Valley
Community of San Diego. The mission and purpose of the Livability Committee was to improve mobility, connectivity,
and safety for all modes of transportation, as well as create place-making opportunities. The Committee was engaged
in a detailed community-wide planning process to identify areas of concern where various problems exist relating to
various categories of mobility concerns. The Committee developed goals and objectives to address the areas of
concern and mobility concerns. Mr. Moore and the Committee organized a community workshop/ charrette to engage
community members incorporate public input into the planning process. The Livability Committee prepared a Mobility
Issues Assessment, which provided a framework for addressing mobility concerns throughout Carmel Valley. The
Mobility Issues Assessment document was formally adopted by the CVCPB, and the project was forwarded to the City
of San Diego for the next phase of planning, design and funding for specific projects.
Travertine Specific Plan Amendment Environmental Impact Report, La Quinta, CA. Project manager for an EIR for an
approximately 878-acre quality master planned community. The project includes 1,203 dwelling units, 72 acres of
resort/golf club facilities, 35 acres of master planned roadways, and 380 acres of open space and golf course land use.
Ocotillo Wells State Vehicular Recreation Area (SVRA) General Plan Update and EIR, California Department of Parks
and Recreation Off-Highway Motor Vehicle Recreation (OHMVR) Division, Imperial and San Diego Counties, CA.
Served as the project manager for planning, environmental, and public outreach services. The Ocotillo Wells SVRA
covers over 80,000 acres in Imperial and San Diego Counties. Managed a variety of technical studies, a comprehensive
public outreach program, development of the general plan, and the EIR.
Nevada Department of Transportation US 50 East Corridor Study, Lyon County, NV. This project involved a
collaborative planning process with key stakeholders within a 52-mile highway corridor extending east from Carson
City to the US 50A Leeteville Junction. As a land use planning and transportation planning technical expert, Mr. Moore
had a key role in the educational process at stakeholder working group meetings. He made presentations to SWG on
smart growth, traffic analysis zones, and land use/population forecasting, and played a key role in several SWG
planning exercises related to land use planning, SWOT analysis, scenario development, and population and land use
forecasting.
One Paseo Development Project, Project Land Use Entitlement Review, Carmel Valley Community Planning Board,
San Diego, CA. As a City of San Diego Carmel Valley Community Planning Board (CVCPB) board member, Mr. Moore
was engaged in detailed land use entitlement/planning review of a major mixed-use development proposed on a 26-
acre project site at the intersection of Del Mar Heights Road and El Camino Real. The property was zoned for 500,000
square feet of office development. The original project proposed development of a 2.1-million-square-feet mixed-use
development including office, hotel, retail, apartments, and on-site parking structures. The proposed project evolved
over 5 years of review by the CVCPB, City of San Diego Planning Commission, and City Council. Mr. Moore was involved
in the detailed review of the proposed project master plan, all land use entitlements (zoning change, specific plan
amendment, community plan amendment, and General Plan amendment), and the project EIR. He attended numerous
CVCPB meetings and community workshops (200 to 400 community residents) involving discussions with the
developer and community regarding the proposed project, represented the CVCPB regarding detailed review of the
traffic study, and represented the CVCPB at Planning Commission and City Council meetings.
Rich Malacoff, AICP
Principal Planner
Education:
Bachelor of Science, Geography;
Florida State University;
Tallahassee, Florida; 1984
Master of Urban Planning;
Hunter College of The City
University of New York; New York
City, New York; 1986
Registrations:
AICP- Member of the American
Institute of Certified Planners
(AICP)
Associations:
Member of the American
Planning Association (APA)
Qualifications:
Mr. Malacoff has over 25 years of experience in land use planning and environmental
impact analysis in California and is based out our Palm Desert Office. Mr. Malacoff has
a Bachelor’s Degree in Geography from Florida State University and Master’s Degree
from Hunter College of the City University of New York. He started his career with
Caltrans where he reviewed City Projects for their impact in the State Highway System
and for compliance with the California Environmental Quality Act (CEQA). He went on
to work for various cities, including Redlands, Cathedral City and Desert Hot Springs.
At the City of Redlands, he had various responsibilities such as Preliminary Review,
Environmental Review Officer, Historic Preservation Officer, which included
preliminary analysis of all projects submitted to the City, CEQA analysis for private
projects and capital improvement projects, and management of all activities of the
Historic and Scenic Preservation Commission. He also worked on many entitlements,
Specific Plans, Sign Ordinances, Ordinance Text Amendments, Zone Changes, and
General Plan Amendments.
At the City of Cathedral City, he was the liaison to the Architectural Review Committee
and Planning Commission and managed all entitlements reviewed by these boards.
He also wrote ordinances that streamlined development to provide a more business
friendly process. At the City of Desert Hot Springs he was the sole staff to the Planning
Division and managed all functions of the Planning Division including being the liaison
to the Architecture and Landscape Review Committee, Community and Cultural Arts
Commission, and Planning Commission. In addition, Mr. Malacoff was the Acting
Community Development Director on two separate occasions which included
managing the Planning, Building, Engineering, and Public Works Departments.
Mr. Malacoff provides excellent service to both public sector clients and private sector
clients. For public sector clients, Mr. Malacoff can seamlessly become an extension
of staff with little oversight from City Staff including handling all public inquiries for
development projects. Mr. Malacoff recently completed an assignment was with for
the City of Redlands, where he was requested to cover the front counter and provide
excellent customer service. In managing private sector projects, Mr. Malacoff can
manage the project from Project initiation to issuance of a Certificate of Occupancy
and can diplomatically monitor the project with City Officials to ensure the project is
moving expeditiously.
Mr. Malacoff is a current member of the American Planning Association and has his
accreditation by the American Institute of Certified Planners (AICP) and has received
accommodations from the Mayors of Cathedral City and Desert Hot Springs.
Project Experience:
Update Cathedral City Zoning Code, Cathedral City, California. Revised City’s Zoning Code to remove internal
inconsistencies and to make the development process mope business friendly.
Redlands Sign Code; Redlands, California. Project Manager for Sign Code Update. Managed Community Outreach with
Chamber of Commerce and Business Community. Conducted Study Sessions with the Planning Commission and City
Rich Malacoff, AICP
Principal Planner
2
Council which approved the Revised Ordinance. Implementation measures included working with Code Enforcement on
procedure to inform the Business Community of the changes and managing the enforcement program.
Sunniva Cultivation, Cathedral City California. Project Manager for 500,000 square foot cultivation facility which
included managing the tasks for the Conditional Use Permit, Mitigated Negative Declaration, and all Public Hearings. This
project had concurrent processing which required coordination among many different parties and ensuring all
information was accurate.
Redlands Islamic Center, Redlands, California. Project Manager for this place of worship and specific tasks included
Community Outreach, Applicant Education on Development Process, and managing the development process from
beginning to end.
Brookside Plaza, Redlands, California. Project Manager for construction of Neighborhood Shopping Center which
included Community Outreach, Plan Check, and preparation of a Mitigated Negative Declaration. Managed Development
Process from beginning to end.
Staybridge Hotel, Cathedral City, California. Project Manager for this 122 Room Hotel This project was considered
controversial by the Community and required many meetings with the public which resulted in changes to the project.
Other tasks included managing the Mitigated Negative Declaration, coordinating photo-simulations, working with
Acoustics Engineer, providing updates with Investment Team, and managing the entitlement process.
Project Manager for the following projects for which task included everything from project submittal to issuing
Certificates of Occupancy:
• Cimarron Cove Housing Tract, Cathedral City California.
• Volkswagen of Palm Springs, Cathedral City, California
• Vista Palm Housing Tract, Desert Hot Springs, California
• Flamingo Resort, Desert Hot Springs, California
Municipal Planning, Redlands, Cathedral City, Desert Hot Springs, California. Served as a Staff Liaison to various
committees and provided counter services:
• City of Redlands - Staff Liaison to the Preliminary Review Committee, Fence Committee, Historic and
Scenic Preservation Commission, and Environmental Review Committee.
• City of Cathedral City – Staff Liaison to the Architectural Review Committee and Planning Commission.
• City of Desert Hot Springs – Staff Liaison to the Architecture and Landscape Review Committee,
Planning Commission, and the Community and Cultural Arts Commission.
Doug Kinley III
Planner
Education:
Bachelor of Arts, Business
Administration and Management;
California State University San
Bernardino; San Bernardino,
California, 2015
Qualifications:
Mr. Kinley has worked on many projects for a variety of residential, commercial, and
industrial projects in both the private and public sectors. He also headed up the hiring
and management of interns from his university for various municipalities he has
worked at as a temporary employee, as well as taking lead on time management for
scheduling with City Council needs. He has presented on many occasions to City
Council for The Altum Group and spoken on behalf of both his University and the City
regarding project presentation and approval. As Planner at The Altum Group, his
responsibilities include the coordination and management of various projects ranging
in commercial, industrial, residential, public, and private sectors, all project meetings
and schedules appointed, as well as internal communication and coordination with
Surveyors, Environmental Planners, Civil Engineers, and Client Consulting Teams,
varying with each projects’ needs.
Project Experience:
Specific Plan and CEQA Documentation Coordination
Mr. Kinley prepared, vetted, and ferried through with various jurisdictions several Specific Plans and Environmental
Documents as required by CEQA for the successful entitlement of over 3000+ residential dwelling units both in the
Coachella Valley and greater Riverside County area. Recently, he has assisted in the approval as of June 2018 for the
Thousand Palms 278 project Specific Plan, providing 590 Dwelling Units in the County of Riverside ranging from Starter
Homes to the availability of a Senior Housing component, as well as containing a unique Community Shared Solar Array
amenity that will be the first of its kind in the State of California.
(Industrial/Cannabis) Coachella Unnamed Project, Coachella, CA
Mr. Kinley is currently managing the entitlement of a 10 Acre Medical Cannabis Cultivation/Manufacturing and Industrial
business park intended to provide both revenue for the City of Coachella and needed infrastructure improvements that
will complete a segment of the General Plan’s Circulation Element, assist in reduction of blighted uses, and promote
commercial development in an economically depressed portion of the City. The project is requiring several applications
for entitlement, including a Conditional Use Permit, Variance Application, Change of Zone, and Preliminary Application
Review package.
(Residential) Coachella Village Phase Two, Coachella, CA
Mr. Kinley is currently managing the entitlement of an additional 110 Dwelling Unit Multifamily Residential project in
the City of Coachella that will provide for the City of Coachella’s housing element that is currently targeting multifamily
residential inventory for current and future residents. This project is supplemental to the Entitled Coachella Village Phase
One project containing 242 Dwelling Units, completing much needed infrastructure and circulation for the greater area
while complementing the existing proposed development and providing for the City of Coachella’s first ever Market Rate
Multifamily Residential project. Additionally, Mr. Kinley is assisting the City and Client in revising the Draft Conditions of
Approval for the project while aiding in the drafting of Staff’s Report for Planning Commission and City Council.
(Industrial/Cannabis) Date Palm Business Park, Coachella, CA
Mr. Kinley managed the entitlement of a 1.2 Million SF Medical Cannabis Cultivation and Industrial business park
intended to provide both revenue for the City of Coachella and needed infrastructure improvements that will complete
a segment of the General Plan’s Circulation Element, in addition to providing utilities for the greater area as part of a
Community Facilities District to satisfy the needs of the business district in the area.
Maribel Covarrubias
Assistant Planner
Education:
Bachelor of Science: City and
Regional Planning; California
Polytechnic State University, San
Luis Obispo, 2016
Various CEQA Workshops, 2018
Associations:
American Planning Association
Member
Qualifications:
Maribel Covarrubias is an assistant Planner with The Altum Group working to provide
entitlement support, code development, and regional planning documents. She is also
well-versed in the California Environmental Quality Act (CEQA) and assists with
technical analysis for a variety of issue areas. She understands the relationship
between the built and natural environments and is able to identify potential impacts
and create the appropriate level of mitigation.
Ms. Covarrubias is very skilled in in Architectural Technology including techniques for
drafting and the associated software AutoCad, SketchUp and GIS. She utilizes these
programs to create models and photosimulations of potential developments to
present to the Clients and the public. Ms. Covarrubias is also a key part of Altum’s
community outreach team providing Spanish translations and attending charettes
and public meetings for projects.
Project Experience:
Senior Project Professional Practice: Active Transportation Plan Proposal for the City of Paso Robles, CA
A professional project incorporating developed conceptual and interim design strategies for key streets, corridors and
intersections, including how design of streetscape features influence the built environment. In efforts to enhance the
safety of pedestrians within a school zone, traffic calming measures were implemented including; appropriate street
signage, designated pick up/drop off area, pedestrian pathways, bollard posts, landscaping, and a crosswalk. I created
a design concept using the Google SketchUp program including the traffic calming measures that would aide as an
example of a pedestrian friendly school zone for the City of Paso Robles.
Community Planning: Health Element for the City of Arroyo Grande, CA
Utilize research, analytical, writing and other communication skills to assist community members with complex and
often conflicting desires and needs related to the future preservation and growth of their communities. One priority
for this project was the elderly population in which tremendous effort was dedicated in organizing community
outreach with this particular group. The goal from each outreach session was to identify the needs of elderly
individuals and how the community they live in can be more accessible in areas including; medical, food, and
transportation. As a leader of the community outreach sessions I was responsible for taking note of all concerns and
priorities of the elderly population and further research in order to compose a section in the Health Element that
addresses an important population within the City of Arroyo Grande.
Environmental Planning Methods: Bella Vista Initial Study, San Luis Obispo, CA
Critically apply basic environmental analysis methods to support formation and choice of solutions to environmental
and land use planning problems through the understanding of an EIA process, CEQA requirements, and the use of GIS
mapping.
Urban Design Studio: Concept Specific Plan, San Luis Obispo, CA
Develop an alternative vision and plan for an area found within the city of San Luis Obispo that is considered a special
focus area, that is consistent with the city’s General Plan, promotes a sustainable and walkable design, while creating a
sense of place.
Résumé
Education
Master of Architecture, UCLA Architecture and Urban Design 2009
Bachelor of Architecture, California State Polytechnic University, Pomona 2008
National Technological University Athens, Greece 2006
Registration
National Council of Architectural Registration Board (in progress)
Affiliations
American Institutes of Architects | Assoc. 2012-Current
Friends of Park 101 | Board of Directors 2013-2017
Awards
AIA Los Angeles 2x8 Award 2010 and 2008
Architecture Honors Award, UCLA Architecture and Urban Design 2009
California State Polytechnic University, Pomona Deans Award 2008
Re-Invent Cities Design Competition, Spain, Honorable Mention 2008
AIA California Council Mel Ferris Scholarship 2007
Eco-House Design Competition, London 2007
AIA Inland Chapter Design Award 2006
P3 Design Competition for Sustainability 2006
Solar World Congress Design Competition 2005
U.S Emerging Green Builders 2005
Lectures, Publications, Interviews
Cal Poly Pomona “Globalization” Conference | Presenter, Panelist
“How bridges help us better understand where we live”, Globe and Mail-
Magazine, June 2014
Park 101 Film-Documentary, 2014
Future Arquitecturas Magazine Vol. 19 + 20
Interactive Architecture, 2009
“8 Ways Los Angeles is Becoming Less Suburban”, KCRW, February 2015
“Capping’ freeways maybe a way to provide more open space in L.A.”, Los
Angeles Times, December 2014
“Aiming High: Finalist for 6th Street Bridge”, KCRW, September 2012
With 9 years of experience, Stephen Nieto has worked
extensively in international and domestic large -scale master
planning, urban design, and architectural projects. Stephen
received a Master's degree in Architecture & Urban Design from
UCLA in 2009 and since has work ed with Los Angeles based
design firms AECOM and Gen sler. In 2017 Stephen joined a La
Quinta based, family owned design firm, South West Concepts
as a senior architectural and urban designer.
Stephen has broad experience working with clients in the public and
private sector to create implementable master plans, dynamic mixed-
use developments, and multi-family residential with a focus on
design, sustainability, and pedestrian friendly environments.
Stephen approaches each project with great sensibility toward
contextual fit and attention to “place making”. Past projects
include Los Angeles River Revitalization Concept Plan and
Master Plan Update, Orange Country Great Park Master P lan,
Park 101 Freeway Cap Park, New Beijing City Waterfront
Master Plan, and most recently was an integral team member in
the planni ng and awarding of the 2028 Los Angeles Summer
Olympic Bid.
Project Experience
2028 Los Angeles Olympic Bid - University California of
Los Angeles (UCLA) Athlete Village. [2015-2016]
Stephen supported the LA2028 Olympic Bid Committee in
developing a comprehensive citywide strategy for hosting the
2028 Summer Olympic Games. As the lead urban designer,
Stephen assisted venue planning, transportation, and branding.
University California of Los Angeles has been selected as a
key venue cluster and Athlete Village site if Los Angeles is
selected as the host city for the 2028 games. Stephen
supported with technical design/planning services and worked
with UCLA leadership to deliver a world class Athlete Village.
Stephen Nieto, Assoc. AIA
Senior Designer
Stephen Nieto Résumé
Los Angeles Waterfront, San Pedro CA
The LA Waterfront, formerly the “Bridge to Breakwater” project,
consisted of a comprehensive revitalization development plan
for this 400-acre underutilized port property. The plan includes
a new open space system with an expansive water’s edge
promenade, a great civic “central park,” public gardens, new
public piers, a cruise terminal and new harbors for additional
boat activity areas, future public parking structures, major
landscape improvements, roadway realignments and
improvements, and public art installations.
Southern California Association of Governments, Park 101
District, Los Angeles, CA
Stephen served on the board of advisors for the Friends or
Park 101 Non-Profit. Park 101 is a major re-visioning of Los
Angeles’ downtown with the proposed capping of the 101
Freeway which currently occupies a deep trench, severing the
historic El Pueblo from City Hall and Government Center. The
study area encompasses over 150 acres. The Vision is to
establish a pedestrian oriented focus in the downtown, with a
campus of new buildings and a central park in a bold and
economically sustainable plan which radically repositions the
downtown of Los Angeles for the next 10 - 20 years of
sustainable urban growth. Stephen assisted the team with the
preparation of the conceptual urban design and feasibility study
documentation. He also led the coordination in the
development of all the 3D visualization media for the entire
project site and detailed study of the phase 1 cap and re-
development opportunity.
City of Los Angeles, Sixth Street Bridge Design
Competition - Finalist, Los Angeles, CA
Team member and lead urban designer for this competition,
sponsored by the City’s Department of Public Works, to design
a new bridge and public open space for one of the city’s most
iconic and recognized bridge. Roles include scale
comparisons, conceptual alternative development, urban
framework diagramming, park design, rendering, physical
model coordination, and coordination of all CAD and 3D
visualization and documentation.
City of Tongzhou, China Bridge Design Competition -
Finalist, Tongzhou, China.
Team member and lead urban designer for this competition,
sponsored by the City of Tongzhou , to design a waterfront
park, promenade, urban design enhancements, and two new
iconic bridges for the cities new central business district. Roles
include scale comparisons, conceptual alternative
development, urban framework diagramming, park design,
rendering, and coordination of all CAD and 3D visualization
and documentation.
HaiChang Tourism Group, Sanya Haichang Master Plan,
Sanya, Hainan, China
Team member and project designer. While at AECOM Stephen
developed a master plan for a new coastal mixed-use
entertainment destination in Sanya, located on the island of
Hainan in China. The destination centered around 150,000
square meters of retail, restaurant, and entertainment spaces.
Scope of services included master planning, economic
feasibility studies, and conceptual architecture development.
Stephen served as urban designer for this project.
Beijing Bohai Rim Master Plan Competition, Beijing, China
Team member and project designer for a collaborative design
competition for a conceptual master plan for 13 square
kilometer site south east of Beijing. Assisted in design
development of a central business district, cultural and a
entrainment island concept plan and 3D urban form. Roles
include scale comparisons, conceptual alternative
development, urban framework diagramming, rendering, and
coordination of all CAD and 3D visualization and
documentation.
City of Santa Monica, Freeway Capping Planning
Feasibility Study and Bridging and Decking Projects, Santa
Monica, CA
Feasibility Study for capping a stretch of the I-10 Santa Monica
Freeway, approximately one quarter of a mile in length, at the
terminus of the freeway in the City of Santa Monica. With the
projected arrival of the Exposition Light Rail in 2015, the City of
Santa Monica has prioritized improving connections between
various areas. Stephen assisted the team with the preparation
of the feasibility study.
The feasibility study will:
• Assess existing conditions and identify key
opportunities and constraints of phased freeway
capping in the project area
• Provide structural and technical analyses
• Identify a range of phasing options that achieve the
City’s vision; integrate options that cap the freeway
with a combination of open space and buildings
• Identify methods to address potential CalTrans air-
rights leasing issues; prepare timely and accurate cost
estimates to inform decision-making
• Include renderings, illustrations, and graphics that
effectively communicate draft and final concepts in
public meetings and in the final document
• Engage public officials and stakeholders in the
consideration of options and incorporate input into the
final document
• Recommend phasing for implementing funded
segments, as well as future phases
• Provide the schedule and framework for CalTrans
entitlements and identify funding sources
• Establish the parameters for a formal report
Beijing Tongzhou City Investment & Operation, New
Beijing City, Tongzhou, China
Stephen is assisting in leading a multidisciplinary team to
develop a new Global City on the eastern edge of Beijing. At
the time is was the first Public Private Partnership in China to
develop a new international city. Located at the termination of
the historic canal that connects Beijing to the sea, and has for
centuries provided a link for important waterborne commerce,
the new city is emerging as an international creative capitol.
With multiple project sites within the Tongzhou region the
project sites consists of a combined area of 12 square
kilometers. Stephen managed planning and documentation for
a new central business district, waterfront levy design
guidelines, historic village, central park, convention center,
transit oriented development, and grand marina financial
district.
HERMANN DESIGN GROUPCERTIFICATIONS/LICENSES:
CLARB Certified Landscape Architect #40888
California Lic. #2754 Arizona Lic. #54352
Certified Playground Safety Inspector No. 41236-0421
AWARDS
2012 APWA CV
2016 APWA CV
2017 APA IES
CV Link
Ave 52 Sustainability, La Quinta
La Quinta Library Improvements
Rancho Mirage Community Park
Award of Merit Virada City of Indio
REPRESENTATIVE PROJECTS
City of La Quinta On Call Services
2015 - PresentCity of Rancho Mirage On Call Services
2016 - PresentValley Plaza Shopping Center-El Centro 2014County of San Bernardino Special Districts On Call Services
2013 - 2018Rancho Mirage Community Park Expansion & AmphitheaterCity of Rancho MirageMiles Avenue Park Master Plan
City of IndioCVLink Landscape Design
CVAG / AltaSilverRock Venue Site Master Plan City of La QuintaLa Quinta Auto Collection
La Quinta, CAHRPP Grant Parks
City of IndioVirada Specific Plan Indio Hills, CAIvey Palms Specific Plan
Thousand Palms, CALa Colonia Park
City of CoachellaLa Quinta Wellness CenterLa Quinta, CASeasons / Pioneer Dog Park
La Quinta, CA
Chris, a graduate of the Pennsylvania State University,
is the founder of Hermann Design Group. He has
designed and overseen the construction of public
and private development projects throughout his
career. He has over 25 years of experience working in
the Coachella Valley and has been a resident for 19
years. In 1983 he started the landscape architecture
department for CUH2A, one of the nation’s largest
multi-disciplinary architecture and engineering firms.
He gained valuable experience working hand-in-
hand with the civil engineering and architectural
departments, solving a variety of design challenges.
Before moving to the Coachella Valley, he was a
principal at RHA Landscape Architects-Planners,
Inc. in Riverside, a firm he had been with for nearly
ten years. At RHA, Chris was principal-in-charge of
parks, recreation centers, schools, master-planned
communities, and other public sector work as well.
Additionally, Chris serves on the Salton Sea
Action Commiteee and Hideaway Design Review
Committee. He served on architectural design
review committee for the City of Moreno Valley
from 1987 to 1993, assisting in the growth and
development of that community; he also served
as a member of the Moreno Valley Economic
Development Commission. He currently serves as a
member of Salton Sea Action Committee.
Hermann Design Group was founded in Palm Desert
in 1995. During the span of nearly two decades,
Chris has worked with the majority of the Cities in the
Coachella Valley, as well as the many of the large
and small private developers who have operated
in our valley. As one of founders of Aunt Effie’s
Gardens in Palm Springs in 2009, Chris had a unique
opportunity to expand his design and horticultural
knowledge by “living” with the plant material
specified in his projects until the business was sold in
the summer of 2013.
RESUMES
CHRIS HERMANN
RLA/ASLA, PRINCIPAL IN CHARGE
HERMANN DESIGN GROUPPROFESSIONAL HIGHLIGHTS
Hermann Design Group 1999 - present
Landmark Golf Company
RHA Landscape Architects
California Polytechnic Institute Bachelor of Science Landscape Architecture 1994
REPRESENTATIVE PROJECTS
City of La Quinta On-Call Services
La Quinta, CA
El Centro Shopping Center RemodelEl Centro, CA
Oakhurst Mission Hills
Rancho Mirage, CA
Rancho Mirage Community Park Expansion & Amphitheater
City of Rancho Mirage
Pioneer Park
La Quinta, CA
Coachella Valley Housing Coalition Paseo de Heroes II & III
Mecca, CA
Coachella Valley Housing Coalition Tierra Bonita Housing
Coachella, CA
City of Coachella Tierra Bonita Parkway Coachella, CA
Olive Crest Foundation Coachella Valley Location
Coachella, CA
Mr. Estrada has steadily assumed positions of
greater responsibility and leadership. Starting
out as a project designer with RHA Landscape
Architects-Planners, Inc. in 1994, he is now
principal and vice president of Hermann
Design Group, Inc.
Jose has been an integral part of Hermann
Design Group since 1999, and he heads up
our production office in Riverside. He has
established a professional aptitude in irrigation
and landscape design, and he is able to
direct a project at all stages of development.
His extensive experience in the preparation
of construction documents and field work
experience allows for a complete design
process from the schematic level to final
design. Jose is bilingual, speaking both English
and Spanish, making him invaluable in the
field. This ability to communicate in the field
aids in explaining the design thought process,
resulting in a more successful installation. Mr.
Estrada’s ability to work independently and
his attention to follow- through make him a
valuable asset to any project team.
Jose has a wide diversity of experience in
projects including: public works projects,
commercial, urban development, golf course
development and institutional projects. He is an
experienced designer of LEED certified projects.
He has provided design services for the Cities
of La Quinta, Palm Desert, Rancho Mirage
and Coachella.
RESUMES
JOSE ESTRADA
PRINCIPAL
HERMANN DESIGN GROUP[ ]
EDUCATION
Carnegie Mellon UniversityBA Industrial Design
REPRESENTATIVE PROJECTS
Coachella Gold
Indio, CA
University Park
Palm Desert, CA
Colin is a resident of La Quinta who recently joined
Hermann Design Group to develop graphic design,
branding and identity consistent with their client’s vision
and values. A diverse background in industrial design
and user experience gives him the advantage of a
holistic approach to each project by ensuring the target
user is cared for through the entirety of the design.
He brings over thirteen years of design industry experience
that spans across multiple global brands. For the past
several years, Matsco has worked as a design consultant
for clients within the product design, medical device,
health insurance, aviation, automobile, and technology
sectors of multiple scales to help communicate highly
complex and specialized information in simple and
visually compelling designs.
Prior to becoming an independent consultant, Matsco
enjoyed seven years as an automotive interior designer
for Honda/Acura Styling. While there he led part designs
for production, was recognized as a studio expert with
Interaction Design and Graphics, and later joined the
User Experience Group to enhance the future interfaces
of Acura for 2019 release.
Colin specializes in the business of design by delivering
stylish, cost-effective, tactical solutions that reflect the
customer’s unique experience and requirements. Strong
leadership, product development and interpersonal
skills contribute to his success to oversee design
concepts through the entire design cycle, all while
successfully engaging with engineering, marketing,
sales, and networking with development teams across
multinational groups or small localized teams.
COLIN MATSCO
DESIGNER
RESUMES
HERMANN DESIGN GROUPEDUCATION
Cal Poly San Luis Obispo
2006 B.S., Landscape Architecture
EDUCATION
Cal Poly San Luis Obispo
2015 B.L.A., Landscape
Architecture
REPRESENTATIVE PROJECTS
City of La Quinta On-Call Services
City of Indio On-Call Services
Rancho Mirage Community Park
and Amphitheater
Rancho Mirage, CA
CVLinkCoachella Valley, CA
REPRESENTATIVE PROJECTS
University Park Palm Desert, CA
SilverRock Venue Site
La Quinta, CA
Madison Club - Various Residences Indio, CA
Opus joined the firm in 2010 after working for another
local firm for over eight years. He is a graduate of
Cal Poly San Luis Obispo with a degree in landscape
architecture. In his tenure at Hermann Design Group,
Opus has quickly earned additional responsibilities
and leads the team on a variety of projects. Opus
combines his understanding of plant material,
maintenance, horticulture experience, and natural
artistic talent with invaluable technical skill. In
addition to project management, he is responsible
for HDG CAD operations and systems management.
Chris recently joined the Hermann Design team, and
he is also a graduate of Cal Poly San Luis Obispo with
a degree in landscape architecture. His passion for
continuing education keep us on the forefront of
technology, and he is well on his way to becoming
a licensed landscape architect. Chris is bilingual and
has landscape contracting experience creating a
unique niche for his place on the team.
RESUMES
ARMANDO “OPUS” GARZA
ASSOCIATE
CHRIS MARTINEZ
DESIGNER
Carlos A. Ortiz, PE, TE, PTOE
Task Leader: Smart Transportation Mobility/Intelligent
Transportation Systems/Traffic Engineering/Parking and
Circulation Analysis
Mr. Ortiz has extensive experience managing Smart Transportation
Mobility, Intelligent Transportation System (ITS), Traffic Engineering
and Transportation Planning projects for numerous agencies and
private clients throughout California. He has worked on many
complex projects and has the ability to resolve problems quickly and
efficiently by drawing on his 29 years of experience, exclusively in the
field of ITS and traffic engineering. Mr. Ortiz serves on ITE
International Board of Direction as International Director,
representing ITE Western District. Mr. Ortiz also serves on the Board
at ITS California, where he serves as the Southern California Section
Chair and Outreach Committee Chair. Some of his notable projects
are as follows:
Coachella Valley Association of Governments (CVAG) Regional Traffic
Signal Synchronization Program – Phase I (Coachella Valley, Riverside
County, CA) – Deputy Project Manager. Phase I of the program
consists of thirty-five major tasks including: CVAG Traffic Signal
Interconnect Master Plan, Assessment of Priority Corridors, System
Engineering Management Plan (SEMP), Concept of Operations
(ConOps) and Strategic Deployment Plan, System Requirements,
Environmental, Preliminary Engineering, Technology Assessment and
Evaluation (including Intelligent Transportation systems, Connected
and Autonomous Vehicles, and Smart Cities), Systems Integrator
Procurement and Design, System Implementation, Construction
Management and Inspection, Traffic Signal Synchronization,
Operations and Maintenance, and preparation of project website. This
project will be ready for upcoming integration of connected/
autonomous/automated vehicles and smart cities technologies. As
part of this phase (Phase I), ADVANTEC is preparing final design of the
first three priority corridors, ten (10) Traffic Management Centers
(TMC), three (3) Data Aggregated Centers (DAC), and a Regional TMC.
In addition, Phase I includes upgrades of 148 traffic signal systems,
installation/upgrade of approximately 46-miles of signal
communications, and installation of various ITS field elements,
including closed-circuit television systems, dynamic/changeable
message signs, arterial management systems, detection systems,
and dedicated short range communication radios (DSRC) for vehicle-
to-infrastructure (V2I) communications.
Citywide HSIP Signal Interconnect Improvements Project (La Quinta, CA) -
Project Director. ADVANTEC is responsible for a technology evaluation
and assessment, the preparation of PS&E, and the preparation of
environmental documents (NEPA). The proposed project will upgrade
the City of La Quinta’s existing signal interconnect network to fiber
optic communications (using new and existing conduit) linking 52
signalized intersections, installing two communication hubs, and
Registration:
Civil Engineer, CA, C057535
Traffic Engineer, CA, 2025
Civil Engineer, AZ, 34333
Professional Traffic
Operations Engineer, US, 426
Years of Experience: 29
Years with Firm: 4
Education:
B.S., 1989, Civil Engineering,
California State Polytechnic
University, Pomona
Professional Affiliations:
Board Member and
International Director, ITE
International
Board Member, ITS California
Southern California Chair,
Partnership Chair, ITS
California
Board Member and Past-
President, Institute of
Transportation Engineers,
Western District
President, Southern California
Section, Institute of
Transportation Engineers (Past)
President, Riverside-San
Bernardino Section, Institute of
Transportation Engineers (Past)
communication hardware and software at the City’s Traffic Management Center. The communication
upgrades will provide the City with a state-of-the-art Ethernet communications system that will be
expandable and scalable for future ITS technologies.
Highway 111 at Washington Street Triple-Left Turn Lanes Intersection Improvement Analysis and Final
Design (La Quinta, CA) - Project Manager. The purpose of this study was to analyze the Washington Street at
Highway 111 intersection level-of-service (LOS) under existing and future conditions to determine preliminary
geometric design and improvement alternatives that will mitigate operational deficiencies. The analysis
primarily focused on adding 3rd northbound and southbound left turn lanes, adding 2nd eastbound right turn
lane, adding an exclusive westbound right turn lane with right turn overlap phasing, provide a southbound
defacto right turn lane, provide lead-lag traffic signal operations for northbound/southbound left-turn
movements, reduction of lane widths for westbound through traffic to minimize impacts/relocation to the
existing high pressure gas vaults, and merging analysis along the west leg of the intersection. After approval
of the study, final improvement plans, technical specifications, and engineer’s estimates we provided to the
City.
Beyond Traffic: Smart City Challenge Grant Application (Riverside, CA) - Project Manager. ADVANTEC
provided professional services to the City of Riverside for the preparation of the United States Department of
Transportation (USDOT) $40 million Beyond Traffic: Smart City Challenge grant application. The purpose of
the grant was to consolidate local, regional, academia, and stakeholder resources to implement a new class
of technologically advanced transportation solutions to mitigate traffic congestion and greenhouse gas
emissions in the City of Riverside and throughout the Inland Empire. ADVANTEC provided services to support
the objectives of the grant and provide a clear and comprehensive plan of twelve (12) Vision Elements
including: Urban Automation, Connected Vehicles, Intelligent Sensor-Based Infrastructure, Urban Analytics,
User-Focused Mobility Services and Choices, Urban Delivery and Choices, Strategic Business Models and
Partnering Opportunities, Smart Grid/Roadway Electrification/Electric Vehicles, Connected/Involved Citizens,
Architecture and Standards, Low Cost/Efficient/Secure/Resilient Information and Communication
Technology, and Smart Land Use. The ADVANTEC Team assisted the City by bringing over 70 major
stakeholders representing government, transit, academia, professional associations, auto and truck
companies, ride-sharing companies, bike-sharing companies, car-sharing companies, Tier 1 technology
companies, roadway technologies/cyber security/analytics/telematics and Internet-of-Things (IoT)
companies.
Class II Signing/Striping Plans and Standard Plans for Bicycle Lanes (Santa Monica, CA) - Project Director.
Provided design services to the City of Santa Monica to develop design plans and standards for Class II bicycle
lanes. Striping design standards for Class II bicycle lane treatments at dedicated right-turn lanes and for Class
II bicycle lane treatments along roadways with, and without, on-street parking were prepared. Development
of the design standards was based on the guidelines provided in the CAMUTCD, the Caltrans Highway Design
Manual, the AASHTO Guide for the Development of Bicycle Facilities, and precedence established by the City.
The design services included the development of PS&E for the design of 1.5 miles of new Class II bicycle lanes
in each direction along 14th Street between Wilshire Boulevard and Montana Avenue; and 16th Street
between Montana Avenue and Colorado Avenue.
Uptown District Enhanced Crosswalks (Palm Springs, CA) - Project Manager. Mr. Ortiz provided planning,
design, and construction support services to the City of Palm Springs for the development of flashing warning
systems, enhanced crosswalks and curb bulb-outs at the four intersections along Palm Canyon Drive and
Indian Canyon Drive in the City of Palm Springs Uptown District. The Project aimed to enhance the quality of
the bicycling and pedestrian environment, improve mobility and accessibility, increase safety for all users,
and reflect community values. The initial product was a planning document and included
rendering/conceptual plans highlighting sidewalk, street, and crosswalk improvements, including curb bulb-
outs, flashing warning systems, pavement delineation, and signage. Based on city staff and City Council input,
final construction documents were prepared for the construction of the proposed improvements. Final
improvements included roadway, drainage, decorative signs, and striping.
John A. Dorado, PE
Support Staff: Smart Transportation Mobility/Intelligent
Transportation Systems/Traffic Engineering/Parking and
Circulation Analysis
Mr. Dorado is a dedicated and technically skilled business professional
with over 19 years of experience in the field of Intelligent
Transportation Systems (ITS) planning and design, traffic engineering,
and transportation planning. He provides a balanced understanding of
projects within the public and private sectors and skillfully meets
challenges and creates positive change. He is creative and detail-
oriented with a record of success in project management, on-time and
on-budget project delivery, and has a proven ability to foster strong
positive client relations.
Coachella Valley Association of Governments (CVAG) Regional Traffic
Signal Synchronization Program – Phase I (Coachella Valley, Riverside
County, CA) – Deputy Project Manager. Phase I of the program consists
of thirty-five major tasks including: CVAG Traffic Signal Interconnect
Master Plan, Assessment of Priority Corridors, System Engineering
Management Plan (SEMP), Concept of Operations (ConOps) and
Strategic Deployment Plan, System Requirements, Environmental,
Preliminary Engineering, Technology Assessment and Evaluation
(including Intelligent Transportation systems, Connected and
Autonomous Vehicles, and Smart Cities), Systems Integrator
Procurement and Design, System Implementation, Construction
Management and Inspection, Traffic Signal Synchronization, Operations
and Maintenance, and preparation of project website. This project will
be ready for upcoming integration of connected/
autonomous/automated vehicles and smart cities technologies. As part
of this phase (Phase I), ADVANTEC is preparing final design of the first
three priority corridors, ten (10) Traffic Management Centers (TMC),
three (3) Data Aggregated Centers (DAC), and a Regional TMC. In
addition, Phase I includes upgrades of 148 traffic signal systems,
installation/upgrade of approximately 46-miles of signal
communications, and installation of various ITS field elements,
including closed-circuit television systems, dynamic/changeable
message signs, arterial management systems, detection systems, and
dedicated short range communication radios (DSRC) for vehicle-to-
infrastructure (V2I) communications.
Citywide HSIP Signal Interconnect Improvements Project (La Quinta, CA) -
Project Manager. ADVANTEC is responsible for a technology evaluation
and assessment, the preparation of plans, specifications and engineer’s
estimates (PS&E), and the preparation of environmental documents in
accordance with the National Environmental Policy Act (NEPA) for the
improvements associated with City’s HSIP Interconnect Project. The
proposed project will upgrade the City of La Quinta’s existing signal
interconnect network to fiber optic communications (using new and
existing conduit) linking 52 signalized intersections, installing two
Registration:
California, Civil Engineering
No. 74405
IMSA Certified Traffic Signal
Field Technician Level II,
No. BE_106965
IMSA Certified Traffic Signal
Technician Level I,
No. AA_106965
IMSA Certified Work Zone
Temporary Traffic Control
Technician, No. ZZ_106965
Years of Experience: 19
Years with Firm: 2
Education:
California State University,
Fullerton, CA – 1999, BS Civil
Engineering
Professional Affiliations:
Institute of Transportation
Engineers (ITE)
Orange County Traffic
Engineering Council (OCTEC)
International Municipal Signal
Association (IMSA)
communication hubs, and communication hardware and software at the City’s Traffic Management Center.
The communication upgrades will provide the City with a state-of-the-art Ethernet/Internet Protocol (IP)
communications system that will be expandable and scalable for future ITS technologies.
Highway 111 at Washington Street Triple-Left Turn Lanes Intersection Improvement Analysis and Final Design (La
Quinta, CA) – John served as project engineer responsible for the intersection analysis, design alternatives, conceptual
plans, and the deliverable project report. The purpose of this study was to analyze the Washington Street at Highway
111 intersection level of service (LOS) under existing and future conditions to determine preliminary geometric design
and improvement alternatives that will mitigate operational deficiencies. The analysis primarily focused on adding a
3rd NB and SB left turn lane and a 2nd EB right-turn lane, including a reduction of lane widths for WB through traffic to
minimize impacts/relocation to an existing high pressure gas facility. In addition, two alternative preliminary geometric
intersection plans were provided and probable construction costs for the selected alternative was prepared. After
approval of the study, final improvement plans, technical specifications, and engineer’s estimates we provided to the
City.
North Long Beach Dairy and Pacific Neighborhoods Traffic Enhancement Report (Long Beach, CA) – The
project involved the study of approximately a square mile in North Long Beach for the conversion of existing
residential streets from two-way to one-way streets. The project involves interactive community workshop
meetings with the local residents that included a walking tour, project discussion, obtained input from the
residents, and discussed project recommendations. Mr. Dorado served as the Project Engineer responsible for
assisting/conducting the workshop meetings, the circulation analysis, level-of-service analysis, sight distance
analysis, traffic signal warrant analysis, all-way stop analysis, preparation of a conceptual plans and final report.
Transportation Center Traffic, Parking, and Circulation Study (Indio, CA) – Mr. Dorado was responsible for the write-
up and analysis for the City of Indio’s proposed Multimodal Transportation Center. The analysis included forecast traffic
impacts associated with the proposed Transportation Center project, which will be a multi-land use/multimodal
transportation center consisting of a Greyhound Bus Terminal, Amtrak Station, commercial office space,
restaurant/sports bar and small shops located in two (2) buildings. In addition, Mr. Dorado assisted with the
development and layouts of conceptual parking lot layout/circulation alternatives for the Transportation Center. The
conceptual plans showed access point locations, internal circulation, intersection control and parking space layout
based on the required number of parking spaces and desired vehicle circulation. A bus turning analysis was also
conducted through the major access points and internally, to determine the proper curb return radii for desired bus
circulation routes.
Ball Road and Anaheim Boulevard Intersection Analysis and Improvement Project (Anaheim, CA) – Project
Manager. Mr. Dorado was responsible for the preparation of transportation planning and traffic engineering
services. The purpose of this project is to alleviate congestion, improve signal operations, and to provide
roadway improvements in order to meet the OCTA’s Master Plan of Arterial Highways (MPAH). This project
includes the evaluation of traffic operations at Ball Road and Anaheim Boulevard under four alternative
improvement scenarios for Existing Year, Opening Year and Future Year Conditions, and to identify a preferred
alternative that meets the City’s requirements while taking into consideration right-of-way and physical
constraints. Mr. Dorado was responsible for the traffic study and PS&E traffic engineering elements.
Pedestrian Signage Enhancement Study (Santa Monica, CA) – Mr. Dorado served as the project manager. The purpose
of the study was to evaluate existing conditions, historical data, and signage/striping at multiple intersections and to
recommend improvements in order to meet the updated CAMUTCD standards. The goal was to enhance pedestrian
and motorist awareness through the updated signage and striping including flashing LED pedestrian signs and advance
driver feedback (speed) signs. Existing marked pedestrian crossings were evaluated and recommended improvements
included the placement of signs, the installation of striping and pavement markings, and the enhancement of
pedestrian and vehicular circulation. Existing historical and current data per intersection, including the number of
accidents, vehicle/ pedestrian/bicycle volumes, and vehicle speeds were evaluated to determine the need for
improvements.
WORK EXPERIENCE
A California attorney with a broad level of experience in public, government and
non-profit relations, Beatrice has exceptional mediation skills that are often put to use
when working on collaboration projects. Her skills in messaging and positioning of
complex issues, initiatives and projects are an essential part of the CV Strategies team.
Her wide-ranging expertise has helped cultivate the strategic and nuanced perspective that
is critical in the development and implementation of effective communications planning. She
handles collaboration between numerous internal and external stakeholder groups on a daily
basis, ensuring an optimal and constructive connection.
BEATRICE ESLAMBOLY, ESQ.
Account Manager
EDUCATION SELECT ACCOMPLISHMENTS2010 to present //
Serving on Board of Trustees of Temple Sinai
in Palm Desert, California. Currently serving as
President of Board of Trustees
2013 to present //
Serving on Board of the Coachella Valley Chapter
of the National Charity League. Currently serving
as Recording Secretary of the Chapter.
2009 to 2015 //
Served on Board of Trustees of
Palm Valley School
2000 to 2014 //
Served on Board of Directors of Find Legal
Forms Inc., and WebsiteBroker Inc.
Southwestern Law School
Los Angeles, California
Juris Doctorate
California State University
Northridge, California
Bachelor of Science // Political Science
Minor in Sales and Marketing
CV Strategies // 2015 – Present
Account Manager
• Provide strategic communications consultation for diverse groups of corporate,
government, non-profit clients.
• Facilitate stakeholder interviews, focus groups and workshops to develop strategic
communications plans.
• Perform account management services including: writing, media relations, collateral
development and review, video production and media buying.
• Develop sound messaging for lobbying and legislative communications that meet
strategic goals.
• Monitor client presence in traditional and social media to ensure accurate messages are
delivered to the general public and correct any misinformation in a timely manner.
Temple Sinai of Palm Desert // 2014 – Present
President & Founder
Responsible for the strategic vision, and fundraising for the organization. Oversight of all
administrative staff and clergy, as well as finances and all programs and community events.
Lead team of professionals to achieve excellence in both programming and services.
Palm Valley School // 2010 – 2014
Development Chair
Responsible for planning, developing and implementing a yearly Annual Fund campaign and
fundraising Gala for the premiere private school in the Coachella Valley. Handled all aspects of
fundraising including strategy and marketing, as well as cultivation and stewardship of donors.
Kupple.com // 2007 – 2012
Co-Founder and President
Developed business plan and raised first round of funding of $500,000. Spearheaded cross-
functional initiative to achieve increase in traffic to site and membership sales. Strengthened
company’s business by leading implementation of SEO optimization campaign and affiliate
programs.including setup and teardown.
Law Offices of Eslamboly & Barlavi // 1998 – 2004
Attorney at Law
Attorney and member of Executive Management Team. Responsible for representing clients
in front of the Workers’ Compensation Appeals Board. Prepared all aspects of cases from
preparing pleadings, filing claims, representing clients at depositions and before the Appeals
Judge. Familiar with Urban planning and City Code Compliance for various clients.
213.926.3378 // CV Strategies // beatrice@cvstrat.com
33
WORK EXPERIENCEEDUCATIONUniversity of Southern California
Los Angeles, California
Bachelor of Arts Degree // Broadcast Journalism
Pacific Southwest Chapter Emmy // June 2004
Best Newscast Winner
Communicator Award Winner // January 2006
Breaking News
Bill Stout Memorial Award of Excellence Winner
// March 2006
Best Spot News Coverage Winner // March 2006
PRSA Capella Award // October 2012
Western Municipal Water District
Strategic Plan
ABA Stevie Award // June 2015
iEfficient
Water Conservation Website
ABA Stevie Award // June 2015
iEfficient
Water Conservation Campaign
PRSA Capella Award // November 2015
Elsinore Valley Municipal Water District
Notice of Public Hearing
PRSA Capella Award // November 2015
iEfficient
Water Conservation Campaign
CAPIO Award of Distinction // April 2016
East Valley Water District
Transitioning to Budget Based Rates
CAPIO Award of Merit // April 2016
Rowland Water District
Strategic Plan
PRSA Polaris Award // November 2016
Elsinore Valley Municipal Water District
Water Quality Report
PRSA Polaris Award // November 2016
Western Municipal Water Department
WRCRWA Outreach Campaign
PRSA Polaris Award // November 2016
Cucamonga Valley Water District
Drought Response Campaign
CAPIO Award of Excellence // April 2017
Elsinore Valley Municipal Water District
Water Quality Report
CAPIO Award of Merit // April 2017
Association of California Water Agencies
The New Wave Video
CV Strategies // 2007 – Present
President
• Owner and operator of strategic communications firm serving large and small clients
throughout Southern California and beyond.
• Has led strategic messaging plans for more than 70 public agencies, including the City
of Chino, City of Ontario, and Jurupa Community Services District.
• Responsible for facilitating and developing award-winning strategic plans for public
sector clients.
• Skilled at demonstrating to clients how to execute the strategic plan, once adopted.
• Specialist in all forms of communication dissemination, including targeted messages
that engage stakeholders in the strategic planning process and ultimate buy-in.
• Skilled at multiple audience management using public relations, community relations
and government relations.
• Responsible for oversight and direction for all client messaging.
• Guides City Council, Board of Directors, and Executive Staff through media and
spokesperson training, providing unparalleled insider feedback.
Kiner Communications // 2006 – 2007
Vice President, Public Relations
Responsible for managing all media interaction and public contact points for Kiner
Communications and its large client base.
CBS 2 // 2002 –2006
News Director
Operated and managed 50-person news department for Palm Springs area CBS affiliate
since station’s launch in the Fall of 2002.
KESQ TV, KUNA TV, KDFX TV // 1996 – 2002
News Director
Operated and managed 50-person news department for Palm Springs area ABC affiliate.
KESQ TV // 1995 – 1996
Assignment Manager/Managing Editor
Responsible for all news gathering and content management for Palm Springs area ABC
affiliate.
KFWB AM // 1993 – 1995
News Editor
Responsible for managing news assignments and content gathering for Los Angeles area
all-news radio station.
An Emmy award-winning journalist with over 25 years in the communications
industry, Erin Gilhuly is the President and Founder of CV Strategies, a Southern
California strategic communications and public engagement firm serving corporate,
government and non-profit clients.
Erin has led the communications and public affairs support team and overseen graphics
development for myriad cities, water districts, and nonprofit organizations across the state for
more than a decade. As a master trainer and talented mediator, she has provided guidance to
numerous government agencies through the strategic planning process, leading workshops
and providing key messaging strategies to gain positive public perception. Her insights into the
minds of reporters and editors are often one step ahead of the story of the day, offering a highly
valuable service that is difficult to match. SELECT ACCOMPLISHMENTSERIN GILHULY
President & Founder
760.641.0739 // CV Strategies // erin@cvstrat.com
28
WORK EXPERIENCE
Tara has been key in translating highly technical information into visual materials that
are accessible and compelling. She has served as the architect of multiple, complex
strategic outreach efforts that included enhanced website design and development
and brand implementation. Her knack for designing public engagement material has
created award-winning collateral and user-friendly government documents.
In addition to running her own graphic design business for seven years, Tara Bravo has managed
marketing teams, coordinated sales campaigns, developed relationships with vendors and built
new ones with clients before joining CV Strategies in 2010.
TARA BRAVO
Vice President
CV Strategies // 2010 – Present
Vice President
• Expert communications strategy consultant for the Inland Empire’s largest
communications firm.
• Has designed, managed and implemented strategic messaging plans and social media
campaigns for numerous public agencies and municipalities, including the cities of
Coachella, Oxnard, and Indio and their water and sewer utilities.
• Designs award-winning strategic plans, Proposition 218 notices and
conservation campaigns.
• Navigates a varied list of clients through a multitude of media, messaging,
and audiences.
• Builds and develops relationships with local media to enhance messaging opportunities.
• Responsible for leading the development of collateral for a multitude of client needs,
including strategic plans, newsletters, postcards, brochures, reports, data sheets,
letterhead, and business cards.
• Designs websites and other online presence, including bill estimators and
rates microsites.
Bravo Expressions // 2003 – 2010
President & Founder
Designed logos, brochures, datasheets, letterhead, websites, etc. Developed collateral and
website presences for community college clients. Coordinated multiple tradeshow booths
and conferences including: the Infosys Annual Conference and the William Berry Campaigns
presence at the American Association of Community Colleges Conference.
GMG Distributors // 2006 – 2007
Marketing Manager
Raised $120,000 of marketing support through vendor relations for 2007, an increase of
23.05% over the previous year. Produced and coordinated the printing of quarterly catalogs.
Designed, wrote and implemented the 2007 Marketing Program.
Bay Advanced Technologies // 2000 – 2003
Marketing Coordinator
Designed company website, corporate brochure and all corporate collateral. Handled all event
planning in regards to both parties for customers and employees. Created and coordinated all
tradeshow presences from 2001-2003, including setup and teardown. EDUCATIONCalifornia State University, East Bay
Hayward, California
Bachelor of Science // Business
Administration
Graduated Cum Laude
Cogswell Polytechnical College
Sunnyvale, California
Computer Arts Focus
PRSA Capella Award // October 2012
Western Municipal Water District
Strategic Plan
ABA Stevie Award // June 2015
iEfficient
Water Conservation Website
ABA Stevie Award // June 2015
iEfficient
Water Conservation Campaign
PRSA Capella Award // November 2015
Elsinore Valley Municipal Water District
Notice of Public Hearing
PRSA Capella Award // November 2015
iEfficient
Water Conservation Campaign
CAPIO Award of Distinction // April 2016
East Valley Water District
Transitioning to Budget Based Rates
CAPIO Award of Merit // April 2016
Rowland Water District
Strategic Plan
PRSA Polaris Award // November 2016
Elsinore Valley Municipal Water District
Water Quality Report
PRSA Polaris Award // November 2016
Western Municipal Water Department
WRCRWA Outreach Campaign
PRSA Polaris Award // November 2016
Cucamonga Valley Water District
Drought Response Campaign
CAPIO Award of Excellence // April 2017
Elsinore Valley Municipal Water District
Water Quality Report
CAPIO Award of Merit // April 2017
Association of California Water Agencies
The New Wave Video SELECT ACCOMPLISHMENTS510.300.5843 // CV Strategies // tara@cvstrat.com
29
With a deep understanding of the graphic design industry, Lynn combines professionalism
and creativity to tap into her clients’ visions and help them realize their goals. Working
closely with various public agencies has helped Lynn develop an understanding of the
intricacies of diverse communications techniques. With attention to detail and deadlines,
Lynn’s expertise flourishes in a communications environment.
A graduate of the Art Institute of California, Lynn is skilled in Photoshop, Illustrator, InDesign and After
Effects, among others. Lynn understands the aesthetic value and care that must be put into print and
web design to maximize business and customer satisfaction.
Work Experience
CV Strategies // 2015 – Present
Senior Graphic Designer
• Develops a multitude of engaging and creative collateral, including strategic plans, award-
winning Proposition 218 notices and Consumer Confidence Reports, newsletters, bill
inserts, legislative documents, posters, and handouts.
• Designs strategic communications plans and branding campaigns for clients, including
the City of Vallejo, San Bernardino County Community Vital Signs initiative, and Rivers and
Lands Conservancy.
• Builds original and successful outreach concepts and advertising campaigns.
• Develops effective branding strategies and design elements associated with brand
implementation – including logos, infographics, maps, iconography, and color swatches.
• Creates brand manuals and graphic libraries to ensure consistency, protect brand equity
and identity, and increase brand awareness across all platforms.
• Assists in designing website content and graphics.
• Assists in the translation of newsletters, CCRs, Public Hearing Notices and more.
The Home Depot // 2014 – 2015
Sign Captain
Designed promotional posters and banners for the HR department and developed a series of
hand-made poster art as an in-store designer.
E-Works Media // 2014 – 2015
Graphic Designer
As a contracted designer, developed layout and editorial designs, infographics, illustrations,
logo designs, and truck wraps.
MOSA Wellness Center // 2011 – 2012
Receptionist & Data Entry Clerk
Enlisted and assisted 60 patients daily along with data entry upkeep.
Black & White Ink // 2007 – 2009
Medical Biller
Coded daily hospital, doctor and worker’s compensation visits. Maintained patient
demographics current. Computed all payments, collections issues and charges.
Target Corp. // 2005 – 2007
Cash Office Specialist
Audited and balanced safe and cashier’s change banks; ordered, maintained and distributed
change of $175 for about 25 registers. Prepared bank deposits and submitted bank
withdrawals. Guest Services Supervisor, Front End Team Lead, and Hospitality Trainer. EDUCATIONArt Institute of California
Inland Empire, California
Bachelor of Science // Graphic Design
Adobe Creative Suite //
After Effects
Audition
Flash
Illustrator
InDesign
Photoshop
Premier Pro
Website Design //
HTML/CCS
Wix/Squarespace
Microsoft Office //
Access
Excel
PowerPoint
WordTECHNOLOGY
PRSA Capella Award // November 2015
Elsinore Valley Municipal Water District
Notice of Public Hearing
PRSA Polaris Award // November 2016
Elsinore Valley Municipal Water District
Water Quality Report
CAPIO Award of Excellence // April 2017
Elsinore Valley Municipal Water District
Water Quality Report
SELECT ACCOMPLISHMENTSLYNN OLIVA
Senior Graphic Designer
760.880.5125 // CV Strategies // lynn@cvstrat.com
34
Marcos is a visual communicator who brings an edgy and innovative style to graphic design
at CV Strategies. He utilizes his unique artistic sense to create eye-catching illustrations and
layouts for custom marketing materials and advertising.
Prior to working with CV Strategies, Marcos was the Art Director for a printing company in Riverside,
where he was born and raised. As Art Director, Marcos supervised all creative design and facilitated print
efforts with expert knowledge of color, texture, and dimension to produce high-quality print and design
materials for clients. He perfected his pioneering approach at the Art Institute of California, where he
mastered Photoshop, Illustrator, InDesign and Audition.EDUCATIONChief Illustrator
CV Strategies // 2017 – Present
Graphic Designer
• Assists in the artistic development of various outreach materials, including posters,
handouts, advertisements, and reports.
• Designs essential branding collateral for clients, including the City of Coachella, Rivers
and Lands Conservancy and Basin Technical Advisory Committee (BTAC).
• Assists in brainstorming sessions and the development of advertising campaigns.
• Facilitates printing efforts from simple to sophisticated documents.
Printing Connection, Inc. // 2015 – 2017
Art Director
Managed and approved artwork produced in-house. Maintained excellent customer service
relationships between clients, design team, pressmen, deliveries and accounting.
Picture People // 2015
Photographer
As a photographer for an established chain-studio, conceptualized photography themes,
provided excellent customer service and managed client appointments.
Artworx Print // 2014 – 2015
Graphic & Web Designer
Designed the company’s branding collateral (such as the website, social media compositions,
& print collateral) and created artwork for clients.
Neverland Fabrics // 2014 – 2015
Textile Designer
Conceptually designed textile patterns used for fabric prints and played an active role in client
services and customer surveys.
County of San Bernardino: Elections Office // 2014 – 2015
Graphic & Web Designer
Designed graphics and implemented iconography throughout individualized website
extensions for voting records in the San Bernardino County.
Art Institute of California
Inland Empire, California
Bachelor of Science // Graphic Design
Adobe Creative Suite //
Audition
Illustrator
InDesign
Photoshop
Website Design //
HTML/CCS
Microsoft Office //
Excel
PowerPoint
Word
TECHNOLOGYAmbassador & Peer Mentor // 2009 – 2013
Art Institute of California - Inland Empire
ADDY Award // 2013
Human Rights Foundation - Discrimination
Outdoor Campaign
ADDY Award // 2013
Branding and personalized Stationery for local
non-profit organization
ADDY Award // 2014
Redesigned brand identity for the family-owned
produce & wine company Ojai Foods
ADDY Award // 2014
Poster advertisement
ADDY Award // 2014
Personalized stationery set
SELECT ACCOMPLISHMENTSWork Experience
MARCOS DEHARO
951.224.2776 // CV Strategies // marcos@cvstrat.com
35
ROGER A. DALE The Natelson Dale Group, Inc.
Roger Dale has been affiliated with The Natelson Dale Group, Inc. (TNDG) since
1988 and currently serves as the firm’s managing principal. His background
encompasses the fields of real estate development, economic development,
regional economic analysis, and environmental and land use policy. His project
experience includes real estate market forecasting, pro forma financial analysis,
demographic research and modeling, fiscal impact analysis, downtown
revitalization, business retention/attraction, and infrastructure financing
programs. He has completed economic studies and development strategies for
communities throughout the Coachella Valley including La Quinta, Palm Desert,
Palm Springs, Cathedral City, Desert Hot Springs, Coachella, and Indio.
30 Years of Experience
Education
Bachelor of Arts, Economics, Claremont McKenna College, Claremont, CA
Master of Arts, Resource & Environmental Economics, University of California, Riverside, CA
Affiliations
California Association for Local Economic Development (CALED)
International Economic Development Council (IEDC)
American Planning Association (APA)
Roberts Environmental Center (Board Member)
10 Most Relevant Projects
Economic Development Strategic Plan, Palm Desert, CA
Market Study for Walmart Supercenter, La Quinta, CA
Market Study for Desert Gateway Retail Center, Palm Desert, CA
Fiscal Impact Analysis for Travertine Development, La Quinta, CA
Market Study for Proposed Mixed-use Project, Redlands, CA
Market Study and Implementation Strategy for Downtown Specific Plan, Huntington Beach, CA
Downtown Core and Corridors Specific Plan, Fullerton, CA
Market Study and Development Strategy for Route 66 Corridor, Glendora, CA
Market Study and Implementation Strategy for East Colorado Boulevard Specific Plan, Pasadena, CA
Economic Feasibility Studies for Downtown/Mixed-Use Projects, Santa Monica, CA
ALAN G. LEVENSON The Natelson Dale Group, Inc.
Mr. Levenson is a Senior Associate of TNDG. He has an academic background in
economic theory with particular emphasis on real estate and economic
development. His project experience with TNDG includes economic
development strategic planning, regional economic analysis, fiscal impact
analysis, retail market evaluation, and real estate development feasibility
assessment. His previous work includes market studies and development
strategies for planning projects throughout southern California, including
assignments in La Quinta, Palm Desert, Palm Springs, Desert Hot Springs and
Coachella.
18 Years of Experience
Education
Bachelor of Arts, Economics, University of California, Riverside, CA
Master of Business Administration, concentration in Real Estate Finance, University of California, Los Angeles, CA
Affiliations
International Economic Development Council (IEDC)
10 Most Relevant Projects
Economic Development Strategic Plan, Palm Desert, CA
Market Study for Walmart Supercenter, La Quinta, CA
Market Study for Desert Gateway Retail Center, Palm Desert, CA
Downtown Specific Plan, Huntington Beach, CA
Market Study and Development Strategy for Route 66 Corridor, Glendora, CA
Development Strategy for Florence/La Brea TOD, Inglewood, CA
East Colorado Boulevard Specific Plan, Pasadena, CA
Downtown Core and Corridors Specific Plan, Fullerton, CA
Economic Feasibility Studies for Downtown Projects, Santa Monica, CA
Comprehensive Economic Development Strategy, Escondido, CA
Appendix
Sample Plans
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Active
Healthy
Sustainable
VISION & EXECUTIVE SUMMARY
Virada – A new, master-planned community set into the Indio Hills area of City of Indio, California that sets a new standard
for healthy, sustainable, community living. The project site, formerly known as Adams 34 Ranch and Fiesta de Vida, has been
completely redesigned to incorporate the latest, most innovative, community design standards, relies heavily on sustainable
design techniques that will provide significant reductions in water and energy usage, while simultaneously affording the
residents of the community a wide variety of options for creating an active, healthy lifestyle.
With a total planning area of approximately 656 acres, Virada is designed to integrate seamlessly into the natural desert
environment. Over 166 acres of the project is undisturbed, open space set into the Indio Hills. A Community Park featuring
hiking trails, plus areas for both active and passive recreation is set adjacent to the natural open space and will provide for
another 107 acres of recreational opportunities. A Community Demonstration Garden will feature the bold colors and water
efficiency that can be found among the palette of natural, desert plants, trees, and shrubs. A centrally located Commercial
area will provide services specifically tailored for the Virada resident. A Community Center and Clubhouse will provide a place
for the residents to gather and will be a focal point for community events. An on-site Fire Station will provide enhanced public
safety for Virada residents. Smaller, neighborhood parks are easily accessible from all of the neighborhoods within the Virada
community via trails and paseos. When combined, the total open space for Virada, including parks, gardens, paseos, trails,
and easements, is in excess of 420 acres, or 64% of the total project site.
While many projects have claimed to be sustainable, or provide healthy living opportunities, Virada will be in a class all its
own. All residences will feature design and construction techniques that meet or exceed the strict California and Federal
Standards for energy and water efficiency. The homes of Virada will not just be efficient. These innovative homes,
condominiums, and apartments will be delivered to the purchaser pre-wiredand plumbedto facilitate the installation ofrooftop
solar panels at the homeowner’s discretion, thereby further increasing energy sustainability, and decreasing the negative
effects of greenhouse gas emissions.
However, just being ready for rooftop solar installation is not good enough for the design team at Virada. Virada also features
a 6+ acre Community Shared Solar Array that will provide power to the common areas of the project site. LED lighting will
further reduce electrical demands, while glare-free and dark-sky compliant community fixtures will allow the residents and
visitors to Virada to have an unobstructed view of the stars that shine so brightly on a desert night.
From the young professional, to newly married couples, large families, or retirees, everyone is welcome at Virada. A wide
variety of housing styles, sizes, and options will provide the residents of Virada with ample opportunities to live a healthy,
active, and sustainable life.
Welcome home…..To Virada
VISION & EXECUTIVE SUMMARY
community set into the Indio Hills area of City of Indio, Ca
nity living. The project site, formerly known as Adams 34 Ran
orate the latest, most innovative, community design standar
vide significant reductions in water and energy usage, wh
de variety of options for creating an active healthy lifestyle
, ,1752'8&7,21
Final Virada Specific Plan/Project Master Plan INTRODUCTION
As Adopted by the Indio City Council on January 4th, 2017
Chapter I, Introduction - 1
I. INTRODUCTION
Overview
This document is a combined Specific Plan (SP)/Project Master Plan (PMP) for Virada, a 656.34-acre master planned,
mixed-use community, at the base of the Indio Hills in the northwestern portion of the City of Indio. The Virada SP/PMP
amends the current Fiesta de Vida Specific Plan/PMP that currently overlays the site and provides the formal regulatory
framework, design guidelines, development standards, and other parameters to which the incremental development of
Virada will adhere. The foregoing requirements address development on both a programmatic community-wide and
detailed area-specific basis. The programmatic framework for the development of the Virada planned community
generally addresses project-wide development standards and guidelines on a Planning Area (PA) and primary support
system basis and comprises the Specific Plan portion of this document. The Project Master Plan portion of this document
details various aspects of development planned to occur within each PA boundary as well as any development or
improvements which might occur within the project boundary but outside a designated PA. The statutory basis for both
the Specific Plan and Project Master Plan are discussed in Sections II A and II B, respectively.
The planning for Virada emphasizes sustainability that strives to meet or exceed State and Federal Guidelines, and a
pattern of development designed to maximize the preservation of natural open space and inclusion of active and
passive developed open space areas . With regard to sustainability, the promotion of water and energy conservation
and green technologies has been embraced to provide both a new and exciting community perspective. As is
demonstrated throughout this document it does so through a variety of design and operational lifestyle measures
including, but not limited to:
x Inclusion of energy efficient construction methods and significant housing orientation within 20 degrees of north-
south orientation thus facilitating passive energy conservation;
x Promotion of energy conservation via the inclusion of a Community Shared Solar Array aimed at meeting more
than 50 percent of the community’s energy needs;
x Inclusion of drought tolerant plant materials and retention basin designs facilitating groundwater recharge to
promote water conservation;
x Inclusion of a community demonstration garden within walking distance for
most community residents thus reducing traffic and concomitant
greenhouse gas emissions and promoting carbon neutrality;
x Incorporation of a Loop Road circulation system connecting all of the
Planning Areas and the Community Park and attendant pedestrian
walkway/trail system thus promoting walkability and healthy lifestyles; and
x Incorporation of numerous site and building improvement materials and technologies such as porous
paving/asphalt, low flow fixtures, water reclamation, dark-sky compliant features, reflective building colors, tank-
less water heaters, and 110/220 garage outlets for NEV/battery power connections.
With a total planning area of approximately 656 acres, Virada is designed to integrate seamlessly into the natural desert
environment. Over 166 acres, about 25 percent of the project site comprises undisturbed natural open space set into the
Indio Hills and is designated for preservation. Abutting the natural open space area along its southern boundary is a
planned community park comprising a variety of active and passive open space features. This 107-acre community
resource will include hiking trails, an adventure play area, and a variety of other open space amenities. Virada will also
Final Virada Specific Plan/Project Master Plan INTRODUCTION
As Adopted by the Indio City Council on January 4th, 2017
Chapter I, Introduction - 2
provide open space areas throughout the site in the form of smaller neighborhood parks, all of which are designed to be
easily accessible from all Virada neighborhoods via a system of trails and paseos. Collectively, the total open space
provided for within the Virada community exceeds 420 acres, or 64% of the total project site.
The Virada Master Planned Community compromises a wide variety of single and multi-family residential enclaves
tailored to appeal to a broad spectrum of the residential marketplace and ensures that future site occupants are well
supported by a comprehensive and integrated infrastructural network, innovative on-site power production facilities, and a
variety of community open space, gathering and recreational amenities such as a Community Center/Clubhouse and
Community Demonstration Garden. Nine separate single-family residential areas ranging in size from approximately
12.39-acres to 27.66-acres are planned. Five separate multi-family residential neighborhoods ranging in size from
approximately 12.03-acres to 18.09-acres are also planned and will include flats, condominiums, apartments and
duplexes/triplexes. Upon build-out, it is envisioned that 1, 287 households will call Virada home.
In addition to providing site residents with that sense of exclusivity fostered by occupancy within a master planned
community, Virada also provides healthy living features including a Community Park with a wide variety of recreational
opportunities interconnected by an extensive trail system. Designed with a unique diversity of both passive and active
recreational amenities intended to meet the needs of all age groups and physical abilities, Virada Community Park may
include the following amenities: fields for baseball, soccer and flex activities; hiking and biking trails; interpretive lookouts;
basketball, tennis and pickle-ball courts; fitness stations; an adventure play area; an amphitheater; a promenade; dog
park; a meditation/aroma garden; desert garden areas; picnic areas; passive open space areas, and attendant parking
and restroom facilities. The Community Park will be available for use by Virada or their guests as well as the general
public. Primary vehicular access to the Community Park will be via either Coyote Song Way from the west or Adams
Street from the south.
A. Overall Design Objectives
The Virada Specific Plan/Project Master Plan (SP/PMP) contains all components required by State
law, as well as other components, design concepts, guidelines, and standards required by the City of
Indio to implement the General Plan. The objectives of this document are to:
x Provide a comprehensive land use plan that identifies the maximum development scenarios which
designate the distribution, location, and extent of land uses, roadways, and private facilities and
standards for interior and exterior residential streets within the project area;
x Incorporate project design standards which encourage creativity and excellence;
x Establish design guidelines, development regulations, land use standards and procedures to
control future project improvements;
x Provide differentiated yet common architectural themes for the project area;
x Develop a series of exclusive residential neighborhoods reflecting a high quality standard of living;
x Develop a project that promotes healthy living and encourages a healthy lifestyle;
x Provide access patterns which minimize traffic conflicts; and
x Reinforce community identity through control of master planned design elements such as entry
statements, signage, wall/fences and streetscapes.
Final Virada Specific Plan/Project Master Plan INTRODUCTION
As Adopted by the Indio City Council on January 4th, 2017
Chapter I, Introduction - 3
B. Project Setting
Geographic Setting
Regionally, Virada is located in the north central portion of Coachella Valley within the Shadow Hills
area of the City of Indio. Shadow Hills is an expansive, but sparsely developed, rural residential and
open space area located 2.8 miles southeast of Thousand Palms Canyon Road and 1.1 miles east of
Washington Street. Figure I-1 (Regional Location Map) depicts the project site in a regional context.
Local Project Location
Figure I-2 (Project Vicinity) presents the location of the project in relation to key elements of the
surrounding street system. As shown, the project site is located in the northwest portion of the City of
Indio, one mile north of Avenue 38, and 1.1 mile east of Washington Street. Access to the site is
provided via Adams Street from the south and Coyote Song Way to the west. Both paved and
improved roads that currently terminate at the southern and western boundaries of the project site,
respectively. The property is an aggregation of a number of separate parcels contained in Section 29,
Township 4 South, Range 7 East, and within a portion (5 acres) located in Section 30, Township 4
South, Range 7 East. A 530 foot wide easement in favor of Southern California Edison (SCE), Imperial
Irrigation District and Southern California Gas (SCG) diagonally traverses the site in a northwest to
southeast alignment.
Physical Setting
As previously mentioned, the project site is located alongside of and at the base of the Indio Hills. The
northeastern portion of the site contains gradually sloping
areas near the base of Indio Hills while the majority of the
site contains relatively flat terrain. Figure I-3 (Project Site
Boundaries and Topography) depicts the exterior
boundaries of the project site and also displays the general
on-and off-site topography. Topography on the site varies
from about 89 to 610 feet above sea level. The highest point
on the site is located in the northeast corner while the lowest
area is located in the southern central portion of the site.
Several small, unnamed canyons are located in the foothills on the northeast edge of the relatively flat
areas of the site. Canyons to the north and east of the project site (Pushwalla Canyon, West
Macomber Canyon and Macomber Palms Canyon) result in significant water flows over portions of the
site during major storms. At present these flows are spread out as sheet flow and are not concentrated
in a channel by any flood control improvements. However, some dikes which divert flows from the
north and west towards the south have been constructed on the southwest edge of the site. Flows
from the northwest tend to flow to the center of the site, where there is a slight depression, and then
exiting to the south.
Surrounding Land Uses
Figure I-4 (Plan View Aerial of the Project Site) displays the current distribution of land uses within
the project site and vicinity. As shown, except for a southeast-northwest aligned transmission line
corridor, the project site is currently vacant but displays evidence of past agriculture. Land uses
surrounding the site of the project are described below.
Final Virada Specific Plan/Project Master Plan INTRODUCTION
As Adopted by the Indio City Council on January 4th, 2017
Chapter I, Introduction - 4
x Dell Webb’s Sun City Palm Desert and to its north, vacant alluvial scrub, border the western
boundary of the project site.
x The eastern boundary of the project site lies adjacent to an open space alluvial wash with
relatively undisturbed desert scrub habitat.
x Undisturbed desert scrub habitat, hillsides, desert fan palm oases and a CVWD water storage
tank and attendant access road lie to the north of the project site.
x Relatively undisturbed desert scrublands and abandoned agricultural fields exist adjacent to the
southern boundary.
C. Project Site History
x The project site was originally utilized as agricultural land for citrus and grape farming. A portion
of the land previously used for agriculture was in an agricultural preserve under the Williamson
Act. Due to economic considerations agricultural use of the site was discontinued in the 1980s.
The property is no longer subject to the Williamson Act.
x In September 1992, the Riverside County Board of Supervisors considered and approved
Comprehensive General Plan Amendment No. 138, Specific Plan No. 231 (Adams 34 Ranch),
Agricultural Preserve Case No. 685, and Change of Zone Case No. 5562. Those actions
established the Specific Plan for the property and removed the property from Williamson Act
delineation. The Board of Supervisors concurrently certified Final Environmental Impact Report
(EIR) No. 267 (State Clearinghouse No. 88102412). Specific Plan No. 231 facilitated the
development of 939 dwelling units (469 single-family and 470 multi-family), 7-acres of commercial
uses, an 18-hole golf course, 7.6-acres of parks, and equestrian/hiking trails on 660-acres.
x No development pursuant to the Adams 34 Ranch Specific Plan ever occurred. The project site
was sold to a new landowner/developer in 2003. The new owner advanced a new vision for the
development of Adams 34 Ranch which incorporated a blend of traditional family villages, age-
restricted neighborhoods, and a multi-service retirement campus collectively called Fiesta de Vida.
In addition to changing the mix of residential uses on the project site, Fiesta de Vida eliminated
the commercial use component, raised the total number of dwelling units to 1,459 of which 545
were non-age restricted, expanded the previously proposed golf course to 27-holes, and provided
7.29-acres of parks. The Fiesta de Vida project also sought annexation into the City of Indio.
x In mid-2005, the Indio City Council approved a variety of applications which collectively comprised
Fiesta de Vida including, a General Plan Amendment (GPA No. 05-2-67), Change of Zone (CZ
No. 05-2-630), Amendment No. 1 to Specific Plan No. 231 (SP 05-2-14), Project Master Plan
(PMP No. 05-02-40), Tentative Tract Map No. 33276 and Development Agreement. Approved by
LAFCO later in 2005, Fiesta de Vida was annexed into the City. Once annexed into the City of
Indio, the former Specific Plan No. 231 (Adams 34 Ranch) would thereafter be referred to as
Fiesta de Vida. Although the landowner/developer had approved land use entitlements and was
granted permits to commence construction, the economic downturn and recession of 2007- 2010
placed the project on hold with the landowner/developer opting to file for extensions of the
approved Tract Maps.
Final Virada Specific Plan/Project Master Plan INTRODUCTION
As Adopted by the Indio City Council on January 4th, 2017
Chapter I, Introduction - 5
x The extension filing process continued until 2014 when the landowner opted to sell the project site
and associated entitlements to a new (and current) landowner/developer. Due to projected
changes in market conditions, the present landowner/developer proposes to amend the Fiesta De
Vida Specific Plan by re-allocating the number, spatial distribution, and market orientation of the
project’s residential uses, eliminating the golf course, adding a community center/clubhouse,
community demonstration garden, a node of neighborhood commercial uses, a fire station to
serve the community, solar energy production facility and Community Park, and renaming the
project Virada.
Table I-1 (Land Use Comparison – Fiesta de Vida and Virada) provides comparison of the land use
breakdowns and attendant residential units between the Fiesta De Vida SP/PMP and the current Virada
SP/PMP.
Table I-1
Land Use Comparison-
Fiesta de Vida and Virada
Land Use Fiesta de Vida
(Acres)
Virada
(Acres)
1. Residential
a. Dwelling Units (qty.)
b. Density
214.00
1459*
6.8
232.17
1,287
5.6
2. Commercial N/A See Note ****
3. Golf Course 143 N/A
4. Parks/Maintenance 8.31 112.08 ****
5. Flood Control 25 26.12
6. Collector Streets 10.62** 29.48 **
7. Community Shared Solar Array N/A 8.47 *****
8. Open Space
a. Mountain/ Hills & Canyons
b. Utility Corridor
c. Naturalized O. S.
134.34
69.48
39.55
166.91
81.11
N/A
Total (Acres)
Total (Dwelling Units)
656.34***
1,459
656.34***
1,287
Sources: Fiesta De Vida Specific Plan/Project Master Plan, TKC Engineering, 2005; Draft
Virada Specific Plan/Project Master Plan, The Altum Group, October 2016.
Notes:
* Includes a mix of non-age restricted and age restricted housing options as well as a
258-room Assisted-Living and Memory Care Facility.
** Does not include Private Interior Residential Streets.
*** Does not sum to 660-acres due to a 3.7-acre drainage dedication.
**** Includes 3.10-acre Community Center/Clubhouse area and 2.13-acre Community
Demonstration Garden. Over time, a portion of the latter may include development of up to
3,000sf of neighborhood commercial uses.
***** Includes a 1.92-acre (gross) Fire Station site.
.
Figure I-1: Regional Location Map
Virada Specific Plan
1 inch = 5 miles
Legend
Project Site
Project
Site
Ave 38Washington St1 inch = 3,000 feet
Coyote Song Way
§¨¦10
Ave 40
Legend
Project Site
City of Indio
Roads Adams StFigure I-2: Project Vicinity
Virada Specific Plan
.
Source: Esri, DigitalGlobe, GeoEye, Earthstar Geographics, CNES/Airbus
DS, USDA, USGS, AEX, Getmapping, Aerogrid, IGN, IGP, swisstopo, and
the GIS User Community
1 inch = 1,000 feet
Coyote Song Way
Legend
Project Site
1 ft Contour LinesAdams StFigure I-3: Project Site Boundaries and Topography
Virada Specific Plan
.
Source: Esri, DigitalGlobe, GeoEye, Earthstar Geographics, CNES/Airbus
DS, USDA, USGS, AEX, Getmapping, Aerogrid, IGN, IGP, swisstopo, and
the GIS User Community
1 inch = 1,000 feet
Coyote Song Way
Adams StFigure I-4: Plan View Aerial of Project Site
Virada Specific Plan
.The Altum Group
Appendix
Non-Collusion Form