Royal Oak DDA defers expansion of Placer AI access, sends proposal to marketing committee

The Royal Oak DDA on June 17 declined to approve an immediate expansion of its Placer AI license and instead voted to refer the matter to the marketing committee for further review and a potential memorandum of understanding with city departments.

Staff described the proposal as an incremental increase of $6,888 to move from two licenses toward a total of up to six authorized users (across downtown, parks and economic development staff) and to expand the DDA's reporting capability. "We generated over 944 reports within Placer" under the prior license period, staff said, arguing the tool helps evaluate events and give business insights.

Directors raised two recurring concerns: whether the DDA should shoulder additional cost when other city departments may benefit, and whether the county's single Placer license could meet Royal Oak's needs without a separate contract. Director Dawson pressed for cost-sharing, saying that if the tool will be used outside the DDA district, the city should help pay. Staff said an MOU could address shared costs but recommended committee-level discussion before committing funds.

Several directors urged more time for analysis rather than acting during a packed agenda. Director Hawker recommended sending the item back to the marketing committee to evaluate contract terms (including an auto-renewal/cancellation clause) and quantifiable value to board decision-making. The motion to refer the item to committee carried on a voice vote.

Next step: the marketing committee will review contract options, potential user assignments, and a proposed MOU that would define cost-sharing and scope before a future board vote.