Exhibit 1 - Agenda Information SheetCity of Denton
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AGENDA INFORMATION SHEET
DEPARTMENT: Procurement
ACM: Cassey Ogden
DATE: August 15, 2023
SUBJECT
Consider adoption of an ordinance of the City of Denton, a Texas home-rule municipal corporation,
authorizing the City Manager to execute a contract with Placer Labs, Inc., for foot traffic analytics for the
Economic Development Department; providing for the expenditure of funds therefor; and providing an
effective date (RFP 8227 – awarded to Placer Labs, Inc., for one (1) year, with the option for two (2)
additional one (1) year extensions, in the total three (3) year not-to-exceed amount of $145,000.00).
STRATEGIC ALIGNMENT
This action supports Key Focus Area: Foster Economic Opportunity and Affordability.
INFORMATION/BACKGROUND
Staff recently issued a Request for Proposal (RFP) for a comprehensive foot traffic analytics solution. The
RFP is part of the City's effort to make data-based decisions to better understand the community. The
information will be used to inform decision-making, enhance livability, and drive economic growth while
ensuring the privacy of individuals.
The RFP called for the use of technology capable of performing robust analytics, including accurate foot
traffic counts and dwell time, identification of True Trade Areas, and provision of visitor demographics.
This detailed understanding enables targeted, data-driven policy implementation, advancing Denton's
strategic objectives. Tools that respectfully gather insights into movement patterns, including points of
origin and destination, all while upholding privacy were prioritized.
The RFP emphasized the importance of data accuracy, reliability, and privacy. Proposals were expected to
describe how the data would be anonymized and aggregated to protect personally identifiable information.
Furthermore, the proposed solution was expected to include advanced analytics software for data processing
and analysis, as well as visualization tools for result presentation.
The deliverables outlined in the RFP included:
• Real-time dashboards displaying foot traffic analytics
• True Trade Areas indicating frequent-visitors-density by home and work locations
• Custom reports detailing consumer behavior, demographics, and trends
• Benchmarking of foot traffic, market share, audiences, and other key metrics
• Reports in formats such as Excel, KML, Tableau, and others based on ad hoc needs
City Hall
215 E. McKinney Street
Denton, Texas
www.cityofdenton.com
• Alerts and notifications for key events or anomalies
• Meetings and support
The City expects that the insights derived from these deliverables will inform multiple departments,
including public safety, urban planning, transportation infrastructure, tourism, economic development, and
parks and recreation. These insights will assist in decision-making processes, ultimately aiming to improve
livability and promote economic growth in Denton.
Project Description Estimated 3-Year Expenditure
Year 1 $43,250
Year 2 $43,250
Year 3 $43,250
Cost increases for years 2 & 3 $15,250
Total $145,000
Request for Proposals was sent to 1,486 prospective suppliers, including 78 Denton firms. In addition,
specifications were placed on the Procurement website for prospective suppliers to download and advertised
in the local newspaper. One (1) proposal was received, and references were checked to ensure the vendor
can provide the services requested in the Scope of Work. The proposal was evaluated based upon published
criteria including delivery, compliance with specifications, probable performance, and price. Best and Final
Offer (BAFO) was requested from the firm. The department is awarding the contract to Placer Labs, Inc.
NIGP Code Used for Solicitation: 918, 920, 961, and 962
Notifications sent for Solicitation sent in IonWave: 1,486
Number of Suppliers that viewed Solicitation in IonWave: 26
HUB-Historically Underutilized Business Invitations sent out: 154
SBE-Small Business Enterprise Invitations sent out: 586
Responses from Solicitation: 1
RECOMMENDATION
Award a contract with Placer Labs, Inc., for foot traffic analytics for the Economic Development
Department, in a one (1) year, with the option for two (2) additional one (1) year extensions, in the total
three (3) year not-to-exceed amount of $145,000.
PRINCIPAL PLACE OF BUSINESS
Placer Labs, Inc.
Covina, CA
ESTIMATED SCHEDULE OF PROJECT
This is an initial one (1) year contract with options to extend the contract for two (2) additional one (1) year
periods, with all terms and conditions remaining the same.
FISCAL INFORMATION
This service will be funded from Job Account 300163469. Requisition #160301 has been entered into the
Purchasing software system in the amount of $43,250. The budgeted amount for this item is $145,000.
EXHIBITS
Exhibit 1: Agenda Information Sheet
Exhibit 2: Ordinance and Contract
Respectfully submitted:
Lori Hewell, 940-349-7100
Purchasing Manager
For information concerning this acquisition, contact: Wayne Emerson, 940-349-7531.
Legal point of contact: Marcella Lunn at 940-349-8333.