TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: Scott Agajanian, Deputy City Manager/Economic Development Director
PREPARED BY: Martha Coleman, Management Analyst
SUBJECT:
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Professional Services Agreement - Market Research and Data Analysis
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ABSTRACT
Approval of an agreement for market research and analysis services to support the City’s economic development efforts by providing data-driven insights, identifying market opportunities, and assisting with business attraction and retention strategies.
RECOMMENDATION
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Approve a two-year agreement for market research and analysis services with up to two (2) one-year optional extensions with The Retail Coach, LLC for a total contract amount not-to-exceed $110,000, over the entire contract term; and
Authorize the Mayor to execute the agreement.
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PRIOR ACTION/VOTE
On April 16, 2024, the City Council authorized the City Manager to enter into a two-year agreement for market research and analysis services with up to three (3) one-year optional extensions with The Retail Coach, LLC, in a form acceptable to the City Attorney (Vote: 5-0).
STRATEGIC ALIGNMENT
This item aligns with the City Council goal of to: aggressively pursue economic development relating to priority Tier 3. The goal of the Retail Market Analysis is to analyze the Murrieta retail market, to identify retail gaps and growth opportunities, proactively recruit new businesses to Murrieta, and provide ongoing support for business and industry recruitment and community development.
DISCUSSION
On April 13, 2026, the City issued a Request for Proposal (RFP) and received three (3) proposals. Following an evaluation of the submissions, one (1) proposal was determined to be non-responsive, and two (2) proposals were deemed responsive. After a thorough review of the responsive proposals, The Retail Coach was identified as the lowest, most responsible proposer and is recommended for award.
PUBLIC NOTICING
The agenda item has been noticed according to the Brown Act (72 hours in advance of the meeting at which the City Council considers the item).
CEQA AND REGULATORY OVERVIEW
This action is exempt from the California Environmental Quality Act (CEQA) pursuant to Sections 15060(c)(2) and 15060(c)(3) of the CEQA Guidelines because this action will not result in a physical change to the environment, directly or indirectly.
FISCAL IMPACT
Budget for this Agreement is available in the Fiscal Year 2026/27 Operating Budget in General Ledger Account 1114100-63120. The Retail Coach proposal's annual cost is $25,000 (plus $2,500 in reimbursable expenses) for a total of $55,000 for a two-year period. The $110,000 contract amount is for the two-year period, plus the two (2) one-year extensions. The cost for future years of the Agreement will be included in subsequent Biennial budgets.
ATTACHMENTS
ATT 1 - The Retail Coach Agreement