544-Andersen Associates I
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III
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ASSOCIATES
November 23, 1594
PLANNINg .AGREEMENT
FOR MARKETING AND PLANNING
PACKAGE FOR DOWNTOWN SANFORD
CLIENT: City of Sanford
P.O.Box 1788
Sanford, F1. 32772-1788
CONSULTANT: Andersen & Associates
400 East Colonial Dr.
Suite 1103
Orlando, F1. 32803
SCOPE OF SERVICES:
Generally the Scope of Services to be provided by the Con-
sultant is to provide a "camera ready" version of the
mock-up of the downtown marketing package as provided to
the marketing subcommittee of the Sanford Waterfront
Committee on November 30, 1994. Work includes all art
work, plans, text, as noted in that package and below but
~-ncludes ~YPese~%ing'~f'm~rke~-Summa~~. an.d~e~graphics page.
Do~$ not include ,printing or photography.
1. Exhibit 1 - Market Summary, using the other exhibits
in the marketing package, provide a one page summary
that tells in words what the maps and figures show, that
Sanford is a new developing urban center with major in-
vestments currently being made (beltway, mall, airport, etc.)
That being in Sanford provides major exposure and proxi-
mity to a large number of people to base business or
sales upon.
400 E. Colonial Drive · Suite 1103 · Orlando. Horida 32803 · (407) 246~1745
2. Exhibit 2 - Demographics, Show pertinent information
with assistance from the Sanford Planning Department
about Central Florida and Sanford that will underscore
that Sanford is an urban center. Demographics to in-
clude general information about Central Florida and more
specific information about the Sanford area. Show demo-
graphic information within a selected perimeter including
from Deltona to Tuscawilla that will include population
size, household income, and similar data as found in the
Seminole Town Center report. Will be one page.
3. Exhibit 3 Central Florida Map, show area from Disney
~ to D~ary including major highways, airports, malls, ~
natu2al features, business centers, cultural and educa-
tional facilities, parks, etc. Point of map is to highlight
Sanford's proximity in a major urban area. If room also
include a small map of Florida showing Miami, Tampa, Orlando,
and Jacksonville.
4. Exhibit 4 - Seminole County "Island" Map, Show area in
more detail from 434 to north lakeshore of Lake Monroe.
Show major highways, other cities, natural boundaries
of "island". Emphasi~ that Sanford is on ~Qisland servic-
ing outlying residential and business at&as and is being
developed as the north urban activity center of Orlando.
Emphasis on Town Center Mall, Faison shopping center,
beltway (existing and extended to I-4). Also downtown
Sanford should stand out along with airport and Lake
Monroe.
5. Exhibit 5 - Downtown Sanford Plan, This is the"heart"
of the marketing package. This map includes taking what
Andersen & Associates, University of Florida and Andre
-.D~h'Xr~ have done to date and provide an exciting illustrat-
Ive downtown plan to entice new development by showing
existing planned development and potential. The Seminole
County Courthouse would be at the center of the plan .~=~,=
and the plan would also include from Main Street to the
Marina. The plan would also include information on planned
and proposed square footages of courthouse, office, retail,
apartment units, etc. location of proposed parking
garages and any feature that shows the downtown to be
a desirable place to invest in.
6. Exhibit 6 - Photos and Renderings, include approximately
4-5 existing photos or renderings to add 3rd dimension
to marketing package.
7. As shown in the "mock-up" the Consultant shall provide
a draft of the introductory letter from the City of
Sanford.
8. The Consultant shall also design the front cover of
the folder that contains the marketing material including
logo and/or lettering.
9. The Consultant after completing the approved camera
ready package shall get three prices from printers
including three options (1.black & white~ 2. b & w
plus one color, and 3. full color)
10. Once the ~rinter is selected by the City the Consultant
will coordinate with the printer during the printing.
11. The City will provide existing maps, demographics, and
other existing information that will be helpful to
drafting the marketing package.
COMPENSATION AND GENERAL TERMS
1. Scope of SErvices - $3,300
2. Meetings, fee includes three meetings with Boards and
3. ~~aterial~s and supplies at cost.
4. Work will be billed on 1st and 15th of each month.
Invoices that have not been paid that are older than
30 days will be charged 1.5% interest per month.
AGREED TO AND AUTHORIZED BY:
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