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Hollywood CRA to negotiate with top‑ranked signage firm after board approves ranking amid price concerns
Summary
The CRA approved staff recommendation to begin contract negotiations with the top‑ranked firm for citywayfinding and gateway signage; board members voiced concern about wide price differences among bidders and urged firm negotiation and phasing to protect schedule and quality.
The Hollywood CRA board on July 3 approved staff’s procurement ranking and authorized negotiations with the highest‑ranked vendor for the citywide wayfinding and gateway signage program, but the discussion highlighted a wide disparity in bids and strong requests from commissioners for careful negotiations.
Christopher Crisitto, CRA project manager, said seven bids were received and that the selection committee weighed qualifications, local presence and price, with price weighted most heavily in the scoring. After interviews the committee ranked Baron Sign Manufacturing number one for the combined city and CRA packages and recommended staff begin negotiations.
Nicole Herron, who reviewed the procurement materials for staff, told the board that the vote before it would authorize staff to negotiate with the top‑ranked firm and, if negotiations failed, to move in rank order. “We’re asking today for the commission and board to move forward to negotiate,” she said, adding that negotiations are the next required procurement step.
Commissioners repeatedly pressed staff for justification of the price differences. Commissioner Schuham asked why a firm such as Bergen, which submitted a much lower price, did not finish first after interviews. Crisitto and Herron explained that some firms proposed retrofitting existing sign structures while Baron proposed rebuilding several sign types, which produced a higher initial cost but, according to staff, a stronger long‑term solution and warranty. Commissioner Quintana urged not to “sacrifice quality” when negotiating lower costs.
Board members also sought clarity about the cone‑of‑silence and which city officials may negotiate; the city attorney and procurement staff clarified that appropriate city officials could negotiate with the highest‑ranked firm and, if needed, proceed in rank order.
The resolution to authorize negotiation with the top‑ranked firm and approve the ranking passed unanimously. Staff said it would open negotiations, press for schedule commitments and report back to the board.
