Loading...
HomeMy WebLinkAboutAlexander Atkins Design, Inc. 05.01.2026Town of Los Altos Hills Short form Updated 4/26/22 Page 1 of 7 AGREEMENT THIS AGREEMENT is made and entered into on the 1st day of May, 2026 by and between the TOWN OF LOS ALTOS HILLS (hereinafter referred to as "TOWN") and ALEXANDER ATKINS DESIGN, INC. ("CONTRACTOR") (hereinafter referred to as "CONTRACTOR"). In consideration of their mutual covenants, the parties hereto agree as follows: 1. CONTRACTOR. Shall provide or furnish the following specified services and/or materials: CONTRACTOR shall provide editorial, writing, graphic design, production coordination, and related services for the Town’s Our Town Newsletter (the "Newsletter"), as further described below and in Exhibit A. a. Newsletter Count. CONTRACTOR will design, produce, and deliver a 12-page Newsletter in coordination with the following schedule. i. 2026: 3 issues (rough timeline: June, September, December) ii. 2027: 4 issues (rough timeline: March, June, September, December) b. Coordination and production. CONTRACTOR will coordinate with the Town’s selected printing and mailing vendor(s) to develop proofs, deliver print-ready files, and support timely publication. c. Meetings and collaboration. CONTRACTOR will participate in collaboration meetings with the History Committee and at times the TOWN to discuss content to be included in each issue of the Newsletter. 2. CONTENT SUBMISSIONS, DEADLINES, AND TOWN APPROVAL a. Two-Track Editorial Process The Newsletter content development process consists of two distinct but interrelated tracks: (i) long-range content planning through the Master List, and (ii) issue-specific content production. b. Master List The History Committee shall develop and maintain a “Master List” of proposed article topics on a rolling basis. In doing so, the History Committee actively solicits story ideas and contributions from residents, committee members, Town staff, and City Council members. Articles are researched, written, and developed over an extended lead time, typically ranging from three (3) to nine (9) months prior to publication, depending on topic complexity. c. Issue-Specific Content For each Newsletter issue, the CONTRACTOR shall select and finalize articles from the approved Master List, along with any additional materials submitted for consideration. Such additional submissions may include unsolicited or requested contributions from residents, committee members, Town staff , or City Council. Town of Los Altos Hills Short form Updated 4/26/22 Page 2 of 7 All submitted materials, whether derived from the Master List or submitted independently, are subject to editorial review and must meet publication standards established by the CONTRACTOR in coordination with the History Committee. CONTRACTOR will communicate to History Committee and the Town when deferring or declining submitted materials that does not meet such standards or that cannot be accommodated within the publication schedule or space limitations. The deadlines for submission, review, and approval of issue -specific content in advance of publication shall be as follows: Submissions received after the applicable Submission Deadline shall not be considered for the current issue and will instead be eligible for consideration in a subsequent issue. The CONTRACTOR, in collaboration with the History Committee, will review all submissions, including any pending submissions, and develop a list of articles (“Article List”) for each issue by the respective deadlines set forth in Table 1. The Article List will include titles and a short 1-2 line summary of each article The City Clerk will review the Article List and provide feedback by the corresponding deadlines in Table 1. If any deadline set forth in Table 1 falls on a weekend or an observed City holiday, the deadline shall automatically be extended to the next business day. d. Long-Range or On-going Content As the Master List of article ideas is developed and updated over time, H istory Committee will periodically provide the current Master List to CONTRACTOR and the City Clerk for review. Town staff shall have seven (7) days from receipt to provide written feedback or approval. If no response is received within that time, the Master List shall be deemed approved as submitted. Once a specific article idea from the Master List is approved for development, CONTRACTOR may proceed with creating the full article for a future issue. Approval of an article idea authorizes full development and editorial planning. Once approved, the article may not be withdrawn or rejected by TOWN at a later stage, except in the case of material factual inaccuracies, legal concerns, or failure to meet agreed professional standards. Town of Los Altos Hills Short form Updated 4/26/22 Page 3 of 7 The Parties acknowledge that significant time and resources are committed to each approved article, and that late-stage withdrawal would disrupt production schedules and publication planning. e. Objection and Replacement of Articles In the event that the City Clerk (or designated staff) objects to any proposed article , or identifies an article that was not been selected for a specific Newsletter issue during the applicable review period, such objection must be submitted in writing by the Approval Due date with a brief explanation of the objection. Upon receipt of such objection, CONTRACTOR, in coordination with the History Committee, shall do one of the following: (1) In the event the City Clerk objects to a proposed article: CONTRACTOR will propose one or more replacement articles. Such replacements may include (i) articles already in development or completed from the approved Master List, or (ii) new articles that can be reasonably developed within the production timeline. (2) In the event the City Clerk identifies an article which was removed by the CONTRACTOR: CONTRACTOR will hold a meeting with the History Committee and TOWN staff to reincorporate the article back into the upcoming issue (subject to all previously mentioned requirements for article consideration). The City Clerk (or designated staff) shall review, approve, reject the proposed replacement article(s) within three (3) days of submission. Review at this stage shall be limited to suitability for the current issue and shall not require re -review of the Master List except in the case of entirely new topics. CONTRACTOR shall not be responsible for delays resulting from failure to timely approve replacement content. In such cases, CONTRACTOR reserves the right to adjust content, pagination, or publication timing as reasonably necessary. f. TOWN Committee submissions. All TOWN Committees may submit proposed Newsletter article ideas and/or draft articles for consideration in each issue. Submission does not guarantee publication. Committees will follow the Newsletter Submission Guidelines provided by the CONTRACTOR. A TOWN email alias (“ourtown@losaltoshills.ca.gov”) will be set up for article submissions. The email will be published in Our Town as the email address for article submissions . For transparency, the alias will forward to the CONTRACTOR, two representatives of the History Committee, the City Clerk and City Manager. g. Final Approval for publication of each issue is subject to the TOWN prior to printing and distribution. CONTRACTOR shall provide the City Clerk and the History Committee with final proofs for official written approval before release to the printer. The History Committee will be responsible for overseeing CONTRACTOR’s work product. h. Scope and editorial discretion. CONTRACTOR retains professional editorial and design discretion to format and edit submissions for clarity, grammar, length, and consistency with Newsletter standards. approval. Town of Los Altos Hills Short form Updated 4/26/22 Page 4 of 7 i. TOWN-Provided Content. The TOWN may contribute content not to exceed four (4) pages per issue (the “TOWN Content Allocation”). All content submitted by or on behalf of the TOWN—including, without limitation, submissions from TOWN departments, and the City Council (subject to applicable State and Federal regulations) —shall be counted toward the TOWN Content Allocation. TOWN-provided content shall be limited strictly to the pages designated for the TOWN Content Allocation and shall not displace, expand into, or otherwise affect the remaining editorial content of the newsletter. Under no circumstances may the TOWN submit, require insertion of, or otherwise cause publication of content in excess of the TOWN Content Allocation, whether directly or indirectly. Except for the TOWN Content Allocation, all remaining newsletter content, layout, placement, and editorial decisions shall be determined solely by the editor and History Committee. 3. EXHIBITS. The following attached exhibits are hereby incorporated into and made a part of this Agreement: Proposal from CONTRACTOR dated October 30, 2025 4. TERMS. The services and/or materials furnished under this Agreement shall commence May 1st, 2026 and shall be completed by December 31, 2027, unless terminated pursuant to Section 6(f). Any extension of this Agreement shall require the mutual written consent of the Parties. As part of any such extension, the donation amount may be reviewed and adjusted by mutual agreement; provided, however, that no other terms of this Agreement shall be subject to renegotiation or modification unless expressly agreed in writing by both Parties. 5. COMPENSATION. For the full performance of this Agreement: a. TOWN shall pay CONTRACTOR an amount not to exceed forty thousand dollars ($40,000.00) annually as specified in the attached proposal. An initial payment equal to fifty percent (50%) of the total estimated project cost per newsletter issue is due before any work begins, and CONTRACTOR is not required to start work until this payment is received. The remaining balance will be invoiced by CONTRACTOR and paid by TOWN within thirty (30) days after receipt of invoice and satisfactory completion and delivery of the services/goods as described in Sections 1, 2, and 3 of this Agreement, and in a manner consistent with professional and industry standards. TOWN is not responsible for paying for any work performed by CONTRACTOR or any subcontractor that exceeds the not -to- exceed amount. b. Town shall not reimburse for any of CONTRACTOR's costs or expenses to deliver any services/goods. Town shall not be responsible for any interest or late charges on any payments from Town to CONTRACTOR. Town of Los Altos Hills Short form Updated 4/26/22 Page 6 of 7 vi. CERTIFICATE OF INSURANCE: Prior to commencement of services, evidence of insurance coverage must be shown by a properly executed certificate of insurance and it shall name "The Town of Los Altos Hills, its elective and appointed officers, employees, and volunteers" as additional insureds. vii. To prevent delay and ensure compliance with this Agreement, the insurance certificates and endorsements must be submitted to: Town of Los Altos Hills 26379 Fremont Road Los Altos Hills, CA 94022 c. NON-DISCRIMINATION. No discrimination shall be made in the employment of persons under this Agreement because of the race, color, national origin, age, ancestry, religion or sex of such person. d. INTEREST OF CONTRACTOR. It is understood and agreed that this Agreement is not a contract of employment and does not create an employer -employee relationship between the TOWN and CONTRACTOR. At all times CONTRACTOR shall be an independent contractor and CONTRACTOR is not authorized to bind the TOWN to any contracts or other obligations without the express written consent of the TOWN. In executing this Agreement, CONTRACTOR certifies that no one who has or will have any financial interest under this Agreemen t is an officer or employee of TOWN. e. CHANGES. This Agreement shall not be assigned or transferred without advance written consent of the TOWN. No changes or variations of any kind are authorized without the written consent of the City Manager. This Agreement may only be amended by a written instrument signed by both parties. f. TERMINATION. This Agreement may be terminated by TOWN upon seven (7) days written notice to CONTRACTOR. Monies owed for work satisfactorily completed shall be paid to CONTRACTOR within 14 days of termination. g. RECORDS. All reports, data, maps, models, charts, studies, surveys, calculations, photographs, memoranda, plans, studies, specifications, records, files, or any other documents or materials, in electronic or any other form, that are prepared or obtained pursuant to this Agreement and that relate to the matters covered hereunder shall be the property of the TOWN. CONTRACTOR hereby agrees to deliver those documents to the TOWN at any time upon demand of the TOWN. It is understood and agreed that the documents and other materials, including but not limited to those described above, prepared pursuant to this Agreement are prepared specifically for the TOWN and are not necessarily suitable for any future or other use. Failure by CONTRACTOR to deliver these documents to the TOWN within a reasonable time period or as specified by the TOWN shall be a material breach of this Agreement. TOWN and CONTRACTOR agree that until final approval by TOWN, all data, plans, specifications, reports and other documents are 5/1/26 ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 1 T COVER LETTER October 30,2025 Cody Einfalt, Deputy City Manager Town of Los Altos Hills 26379 Fremont Rd. Los Altos Hills, CA 94022 Cody: hank you for the opportunity to provide a proposal for Our Town, the community-focused quarterly newsletter for the residents of Los Altos Hills. This publication requires year -round commitment. In many ways, the editor serves as an ambassador of the town — connecting with established and new residents, committee members, and subject-matter experts such as biologists, equestrians, historians, ecologists, and authors. The editor also engages with administrators from local colleges and students to cultivate lasting relationships that strengthen the community and produce informative, engaging articles tailored specifically for Los Altos Hills residents. For many contributors, the publication’s quality — both in its design and editorial depth — is what inspires them to share their expertise. Compared with newsletters from surrounding cities, Our Town stands apart for its thoughtful design, well-researched content, in-depth interviews, and lasting value to the community. Residents rely on it to gain a deeper understanding of the town’s history, environment, and people. Another important goal is to encourage engagement— with nature, neighbors, local government, and volunteer opportunities — helping to sustain the civic spirit that defines Los Altos Hills. Our Town also embodies the core values on which the town was founded: the preservation of its rural character, open spaces, and extensive pathway system. In the absence of an official town historian, the collection of Our Town issues serves as an invaluable archive — documenting the town’s evolving story for future generations and future council leaders. This contribution to the fabric of Los Altos Hills’ history cannot be overstated. Each year, at least 25 new families move into the community, many unfamiliar with the town’s rural origins and the ethos expressed in the historic Green Sheets. Through Our Town, these residents gain an introduction to the spirit and values that define Los Altos Hills. Producing a publication of this caliber requires not only expertise and creativity, but also unwavering passion, dedication, and a deep love for this community. I undertake this work because I believe in its necessity—and because I was raised to use my skills and talents in service of the place I call home. I have had the privilege of learning from some of Los Altos Hills’ most dedicated and civic-minded long-time residents. Through their mentorship, I have come to appreciate that service to the community can take many forms beyond participation on the town council. Los Altos Hills has had a community newsletter since its founding in 1956 (see “History of Town Newsletter”). It is a privilege to continue that legacy and to help ensure Our Town remains a source of pride, connection, and continuity for all who live here. Before presenting the details of this proposal, I wanted to share some background that speaks to the heart of Our Town. This includes a brief history of the newsletter, the collaboration model and editorial role proposed by the History Committee, reflections drawn from my experience as a long-term resident and editor, and an overview of the publication’s literary heritage. These insights provide the context for understanding not just the logistics of the proposal, but the values and community spirit it represents. Alexander Atkins President, Alexander Atkins Design, Inc. ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 2 A PROFILE lexander Atkins Design, Inc. (AAD) has designed and produced effective, strategic, and award-winning corporate identity and marketing projects (logos, corporate identity programs, annual reports, magazines, brochures, books, websites, ads and direct mail). AAD provides effective branding programs for start-up as well as established companies. AAD also specializes in designing fundraising, admissions, and alumni relations marketing materials for universities and schools. Beyond design, AAD provides writing, editorial, mentoring, and consulting services in long-term engagements. AAD’s longest association is with Stanford University — more than 40 years. As a philanthropic design firm, AAD donates a portion of creative service for every project for schools and nonprofits. Atkins’ work has been recognized by the New York Art Directors Club, The Society of Publication Designers, and included in collections of the best design work from around the world. Atkins taught graphic design and typography in the UC Santa Cruz Extension program. He is the author of Atkins Bookshelf, a blog that explores the world through the humanities. Atkins is also the author of two books: Serendipitous Discoveries from the Dictionary (2025) and Serendipitous Discoveries from the Bookshelf (2022) inspired by his personal library of more than 12,000 books. Atkins was also the co-creator of Bellarmine’s Connections magazine, a sophisticated publication for alumni. Atkins is a graduate of Bellarmine College Prep and Creighton University and a member of the Jesuit Honor Society (the Jesuit equivalent of Phi Beta Kappa). Atkins is passionate about education. He is one of the founders of Bullis Charter School (BCS), one of California’s top-rated public schools that recently celebrated 20 years. BCS has received numerous awards, including being named a California Distinguished School (2008 and 2014), a National Blue Ribbon School (2014), and a California Gold Ribbon School (in 2016). Moreover, the school is recognized for its Visual and Performing Arts program. Atkins designed the school’s logo and branding, working on major marketing and fundraising pieces for more than 15 years. For the past ten years, Atkins mentors college juniors and seniors in the Aztec Mentor Program at SDSU. Additionally, he reviews student work at the Freestyle Academy of Communication Arts and Technology in Mountain View. Atkins is also a founder and Design Director of RolloutSF, a full-service marketing agency offering world-class marketing, design, development, SEO and advertising services. RolloutSF creates and maintains websites and content, establishes marketing strategies, and develops complete marketing infrastructures for companies and nonprofits. Clients include: Stanford University, Cerus, Cleo, Dolby, and Hope Services. ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 3 POR TFOLIO See two attached PDF files titled “AAD Publications Portfolio” and “AAD LAH Partnership” that are incorporated into this RFP by reference. REFERENCES Phone number and emails provided upon request Seema Cicerone Former Publications Manager, Graduate School of Business, Stanford University Laurie Notaro Former Associate Director of Communications, Stanford Department of Biomedical Data Science, Stanford University Deborah Padovan Former City Clerk, Town of Los Altos Hills Duffy Price Former editor of Our Town Susan Young Director of Strategic Initiatives, Stanford Digital Economy Lab, Stanford University ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 1 HISTOR Y OF THE TOWN NEWSLETTER I n 1955, the founding fathers of the town held several meetings and argued persuasively to incorporate the Town of Los Altos Hills (then called the Los Altos Foothills) in order to maintain the rural character of the town and to establish a government for and by the people of Los Altos Hills. The reasons for incorporation were printed on light green paper (thus, referred to as the Green Sheets) and distributed to residents in the fall. The tribute found on the plaque of the old town hall reminds residents that the reasons for incorporating the town should never be forgotten. The “Proposed New Foothill Community” leaflet (the Green Sheets) was written over several months by the Foothills Incorpo - ration Committee on behalf of five property-owner associations. Members included Leighton Bledsoe, Theodore Dungan, Arthur Fowle, Howard Frame, Rex Gardiner, Easton Rothwell, Sidney Treat, and James Wilson. The document was most likely typed by Irma Goldsmith, a founder of the Los Altos Hills Association and the Los Altos Hills Historical Association. While the Green Sheets can be consid- ered the Declaration of Inde- pendence, another document developed by that same committee, the “Platform for the Incorporation of the Town of Los Altos Hills,” can be consid- ered as the town’s Constitution. We can build a friendly town- meeting kind of community, with a neighbor from [down the] road on the council and control in our own hands, here it belongs. Los Altos Hills: The Colorful Story in 1976 by town historian Florence Fava. It begins with the Indigenous Ohlone people, then moves through the Spanish and Mexican land-grant eras, the emergence of orchards, culmi- nating in the town’s incorporation in 1956. WHY INCORPORATION IS NECESSARY The reasons behind the proposed incorporation of the Los Altos foothills are simple ones. Most of us want our area to remain residential, quiet, and reasonably rural. Most of us do not want to witness a piecemeal breakdown of our country residence zoning. Most of us do not want to be absorbed into any of the nearby cities, where we would be outvoted and over- whelmed by their denser populations... WHAT KIND OF COMMUNITY DO WE WANT? Discussions throughout the Los Altos foothills indicate that we are in general agreement as to the kind of community we want: As little change as possible — in our hills, our groves and fringes of trees, our fields, our orchards, our roads — as will be consistent with orderly, natural, unhurried, residential growth... We do not want such things imposed upon us by anyone — not by the County Government nor by a city next door. The only way to be sure of our future is to take hold of it and plan it ourselves... We can build a friendly town-meeting kind of community, own hands, here it belongs. ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 2 HISTOR Y OF TOWN NEWSLETTER 1967 The town’s first “official” news- letter was titled Town Hall Report, written by Lowell Morse, the town manager. It was regularly published in The Los Altos Town Crier. The first issue in the town archives is from May 10, 1967. 1976 The Town Hall Report evolved into the Town of Los Altos Hills Newsletter in early 1976. Initially hand-typed and mimeographed on a modest budget, the publi- cation reflected the commu- nity’s grassroots spirit. In 1977, the newsletter debuted a new logo and layout, and began being printed and mailed to all residents. One article from that time noted: “The City Council endorsed the publication of a quarterly Town Newsletter.” From 1976 through 1993, the newsletter was edited by a series of resident volunteers, including Karen Ammer, Mike Myers, Ginger Summit, Mary Van Tamelen, and Roger Burnell. Summit recalls, “The staff printed the pages in the office and I would take those pages to the newly installed Heritage House and sit on the floor to sort and staple them.” ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 3 HISTOR Y OF TOWN NEWSLETTER 1993-2008 In 1993, Duffy Price became editor of the newsletter. The quarterly newsletter, featuring a new logo for the town, was edited by Price who worked on the publication until 2011 as a volunteer. A local printer was hired to design, print, and mail the newsletter to all residents. The newsletter was initially printed in black and white, then two-color, and by 2008 in full color. The newsletter covered community and government- related stories. 2009 The Town Newsletter was completely re-imagined by graphic designer and resident Alexander Atkins who assumed the printer’s contract for design and production. A new printer was hired to print and mail the newsletter. Price remained editor until 2011 when resident Glen Reed took over the role. The newsletter was initially produced with the assistance of the Community Relations Committee. he Community Relations Committee is charged with the responsibility to produce the newsletter at least twice per year or more frequently. Starting with this issue, you will find that we have reinvented the town newsletter, now named “Our Town.” Recently, the Town had its website profession- ally designed to make it easy to navigate and to enhance its aesthetics. We felt that, after 33 years, it was also time to revitalize the Town’s newsletter. Designed by resident and award-winning tive. Throughout the year we will be adding new departments and features, specifically written for each issue, so that you can get to know your town and neighbors better. By connecting people and ideas, we hope to Los Altos Hills more meaningful. On behalf of the Community Relations Committee and colleagues that work on the newsletter, we thank you for your support and look forward to your feedback. T Dear Neighbors, ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 4 HISTOR Y OF TOWN NEWSLETTER 2012 In June 2012, Alexander Atkins became editor of the newsletter. To protect its autonomy, the town manager moved the newsletter out of committee and under his purview. It was now published with the assistance from the City Clerk, Deborah Padovan, and Town Volunteer Committees. 2022-24 In 2022, the responsibility of managing the news - letter was assigned to the History Committee. The focus of the newsletter was changed to stories about town history, flora, fauna, and people of interest. The town’s two other publications, the Weekly and the Quarterly, were to feature articles about town business. In 2023, Our Town was reduced to three issues per year. In the fall of 2023 an ad-hoc committee was formed to conduct an in-depth review of the publication. After a thorough 9-month study, the committee recommended that Our Town be published four times a year and retain resident Alexander Atkins as editor. In 2024, the newsletter was reduced to two issues per year. the character of our town. From decade to decade, residents exhibit a spirit of independence, an appreciation for nature and wildlife, a high regard for quality public education, and a deep commitment to volunteerism and community service. Taken together, these values form our heritage. This heritage can be a source of pride, yet it is fragile always on the brink of being compromised or lost. The goal of this anthology is to inspire an appreciation of our past and encourage participation in the small events that make our town unique. ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 5 PROPOSED COLLABORATION MODEL FOR EDITOR OF OUR TOWN AND HISTORY COMMITTEE June 12, 2023 T he City Council has proposed that the History Committee (HC) work collaboratively with the editor of Our Town to generate viable story ideas and topics for future issues. The primary duty of the HC would be to serve as an editorial board which will come up with an extensive list of story ideas that the editor can draw on throughout the year. The editor will be allowed full editorial and design discretion to develop each issue based on any of the story ideas in this list. The previously posted guidelines for content of Our Town, “Newsletter Submission Guidelines” https://www.losaltoshills. ca.gov/DocumentCenter/View/521/newsletter_guidelines_2013 will be updated based on the approved new process. History Committee ad hoc Committee to work with the editor of Our Town An ad hoc committee of two members of the HC will meet with the editor regularly as needed throughout the year to review and discuss stories ideas and maintain a dynamic story list. The ad hoc committee will formally meet with the editor twice a year to prepare a presentation to the full HC of the current story list and plans for future story and issue theme development. The full HC will review the list and provide feedback to the ad hoc committee. SPECIFIC INTERACTIONS 1. Developing story ideas The ad hoc committee and the editor will work together to develop a list of story ideas and topics from residents (present or past), community members, committee members, councilmembers, and staff. In addition, a call for submissions and deadlines is listed in each issue of OUR TOWN thereby encouraging community participation. 2. Reviewing and selecting topics The ad hoc committee and the editor will frequently review and revise the list of story ideas and topics and decide which are viable (conform to editorial guidelines, and newly established restrictions, etc.). This list will always be available fo r informal discussion by the HC, and a formal review will be included on the regular HC meeting agenda every six months. Feedback from the HC will be discussed with the editor by the ad hoc committee, and the editor will use editorial and design discretion to develop future issues based on these ideas and topics. The editor will be responsible for the writing and design of each issue of the newsletter. 3. Reviewing an issue of Our Town Before each issue of the newsletter goes to press, a member of the ad hoc committee or another HC member will review the issue within five calendar days. The role of the review will be focused only on typographic and grammatical errors. (If an article deals with a historical topic, and any member of the HC has knowledge of that particular topic, that member will have an opportunity to review drafts of that particular story while it is being developed, allowing fact -checking and copy editing where appropriate and relevant.) After review of the issue, relevant edits will be provided to the editor, who will determine the appropriate implementation in cooperation with the ad hoc committee. After the edits are completed, or if there are no edits, the ad hoc committee member will provide the editor with approval of the issue via email. 4. Final approval of designer and printer proofs After receiving final approval from the ad hoc committee member, the editor will submit the most current proof to the City Clerk to obtain the Town’s official written approval. Our Town Budget Recommendation to the Town Council from the History Committee The History Committee will recommend a total annual number of pages to the town council for the new contract. Based on the annual number of pages in the contract, the history committee will decide, in consultation with the editor, the number and length of issues for the year ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 6 HISTORY COMMITTEE: THE ROLE OF THE EDITOR June 12, 2023 Mission Statement: Mission of the History Committee: Dedicated to preserving our Los Altos Hills culture and heritage. Goals: • Implement policies that preserve the historic and cultural fabric of our Town . • Protect historic and cultural resources from inappropriate destruction. • Preserve community input into the policy-making process; and, • Research and documenting best practices and model preservation policies. • Organize and make available to the public the historic artifacts that have been preserved and continue to collect historic artifacts for future generations. • Develop list of story ideas for Our Town Editor’s Role & Responsibilities: The editor of a publication is ultimately responsible for what is published and collaborates with the designer to shape the visual style of the publication. Specifically, the editor: • Develops editorial, design, production, printing, and mailing deadlines to produce a timely quarterly publication • Plans the articles that will appear in each issue, as well as the sequence and space allocation for each story. The editor will draw on a list of articles approved by the HC. • Determines who will write or co-write each article and collaborates with the contributors to develop the narrative and presentation over several drafts • Assigns or commissions writers to write specific stories (adhering to specific word counts) and directly supervises those writers; because the editor has subject expertise and contacts, he is able to shape an article’s direction with the writer • Maintains communication with committee members, community leaders, volunteers, and residents (youths, young adults, adults, and seniors) to cultivate story ideas. The editor is can be aided by the History Committee with these community connections. • Develops relationship with current or former residents to develop stories • Conducts interviews with members of the community • Conducts research for certain stories • Reviews photography and artwork for each story • Reviews, edits, and proofreads (checking spelling and grammar) each story • Ensures that each story follows AP editorial guidelines and FPPC guidance • Collaborates with the designer to maintain the publication’s unique brand and visual engagement • Manages the printer to develop proofs, print, and mail the publication on a timely schedule ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 7 W REFLECTIONS FROM A LONG-TIME EDITOR AND RESIDENT BY ALEXANDER ATKINS “I am in the business of memorializing – of history... It is my job to remind people – with story, memory, anecdote and feeling – of the power our past also exerts, to help us better understand what’s going on now... Each generation rediscovers and reexamines that part of its past that gives its present new meaning, new possibility and new power.” Ken Burns, Commencement Address, Stanford University, June 12, 2016 hen you become the editor of Our Town, you inherit more than a role — you accept a calling. You become part of a living tradition, a thread in a long weave of storytelling that has bound Los Altos Hills together since its founding. For me, that sense of purpose deepened when the mantle of stewardship was passed on by a remarkable resident, Duffy Price — a woman whose graciousness, generosity, inclusiveness, and unwavering commitment to community embody the finest qualities of our town. Her example continues to remind me that Our Town is not simply a publication; it is a reflection of who we are at our best — neighborly, engaged, and inspired by the simple act of caring for one another and being responsible stewards of our land. With every issue, I feel the presence of the founders — those spirited neighbors who, in 1955, gathered to shape a future that would preserve both independence and natural beauty. It often feels as though they are still looking over my shoulder, ensuring that each edition honors the ideals they set down on the Green Sheets: self-governance, respect for the land, and an unshakable belief in the power of innovation and independent spirit. Their words, written on pale green paper nearly seventy years ago, still breathe life into what we do today. Those early leaders — Bledsoe, Dungan, Fowle, Frame, Gardiner, Rothwell, Treat, Wilson, and Goldsmith — envisioned a town where residents would guide their own destiny and plan their growth with care. They believed deeply in the power of neighbors coming together to make decisions grounded in shared values. The Green Sheets were not merely documents; they were declarations of trust in community — affirmations that governance, like friendship, works best when it grows from the soil of belonging. That same ethos lives on in Our Town. From its earliest editions to the present, it has been a newsletter of the residents, by the residents, and for the residents. It chronicles not just events, but the heartbeat of daily life — the volunteer tending horses at Westwind Community Barn, the student shaping a nonprofit to lift those in need, the artist moved by Byrne Preserve to paint the local wildlife, the resident who recalls childhood among the apricot orchards of the town’s early days, and countless others. Through these stories, the community whispers its own history, in its own voice, alive with memory and meaning. As editor, I see my role as both recorder and gardener — tending to the stories that root us in our past while nurturing those that will shape and inform our future. Our Town remains strongest when guided by someone who has lived these hills, raised a family here, and built deep roots within the community. That lived experience allows each issue to speak authentically, capturing the cadence and color of a place we know by heart. Unlike the newsletters of cities up and down the peninsula, Our Town has a heart and soul. Ken Burns reminds us that history is not static; it bends and breathes with each generation that rediscovers it. In that same way, Our Town evolves — blending tradition with renewal, reflection with imagination. It continues to celebrate what makes Los Altos Hills distinct: independence, openness, curiosity, and an enduring reverence for the land and one another. The plaque at the old Town Hall bears a simple but enduring message: “May these gifts of the past serve as remembrances of the original town and the reasons for which it was incorporated.” Through Our Town, we honor that charge — not as an obligation, but as a privilege. For as long as residents continue to tell their stories and care for this publication, the voice of Los Altos Hills will remain clear, authentic, and true — a living chronicle of a town that continues to know itself through the words of its own people. ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 8 T THE LITERARY HERITAGE OF “OUR TOWN” Thornton Wilder he town newsletter carries a rich literary pedigree on two levels. First, it pays homage to one of our founders, Wallace Stegner, widely regarded as one of America’s most influential writers of the 20th century, who was instrumental in creating the Green Sheets in 1955. The newsletter also reflects the ethos Stegner expressed in those pages, where he wrote: “The only way to be sure of our future is to take hold of it and plan it ourselves... We can build a friendly town -meeting kind of community, with a neighbor from [down the] road on the council and control in our own hands, here it belongs.” In essence, Our Town captures our stories in our own voices, guided by our own editors who have been trusted to be responsible stewards of this publication. Secondly, and more directly, the newsletter echoes the spirit of Thornton Wilder’s celebrated and enduring play, Our Town, which similarly celebrates the rhythms, connections, and significance of everyday life in a small community — just like Los Altos Hills. Wilder was an American playwright and novelist known for exploring universal human experiences through simple yet deeply meaningful stories. He published Our Town in 1938, during a time of great social and economic uncertainty following the Great Depression and on the eve of World War II. In this context, Wilder was reacting to the fast-paced, modern world and its tendency to overlook the quiet, everyday moments that make up real life — something that still resonates for residents of Los Altos Hills who navigate the rapid pace of life in Silicon Valley. Our Town offers a gentle reflection on ordinary American life in a small town, inviting audiences to think about what truly matters. At its heart, the play reminds us that ordinary life is precious and that people often fail to appreciate it while they are living it. Through its portrayal of birth, love, and death, it shows that life and death form a continuous, natural cycle. It also celebrates the importance of human connection and community, suggesting that meaning is found not in grand events but in the simple bonds between people. Ultimately, Our Town encourages us to notice the beauty of everyday existence and to recognize how brief — and therefore deeply valuable — our time on Earth really is. Wallace Stegner Our Town celebrates the importance of human connection and community, suggesting that meaning is found not in grand events but in the simple bonds between people. Ultimately, Our Town encour- ages us to notice the beauty of everyday existence and to recognize how brief — and therefore deeply valuable — our time on Earth really is. “Do any human beings ever realize life while The saints and poets, maybe they do some.” The Stage Manager from Our Town, Act III ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 9 I Many design agencies consult The Graphic Artists Guild Handbook, a comprehensive guide for communication design and illustration professionals. It offers guidance on pricing (based on factors such as project complexity, the size and experi- ence of the design company, and regional location, etc.), as well as on contracts and protecting creative work. PURCHASING CREA TIVE WORK IN THE BAY AREA would like to provide some context, as city governments are often unfa- miliar with the creative industry and may assume that creative work is a standardized service, akin to accounting or construction. In reality, the work of a graphic designer or editor is highly variable, reflecting talent, experience, and very specialized skills. Creative professionals can bill in multiple ways —flat fee, hourly, or a combination—and there is no standard rate. Talent, an intangible quality, is one of the most highly prized commodities in the creative marketplace, especially in the Bay Area, where the future is invented. The market reflects this value: seasoned creatives command salaries and fees far above entry- level staff, rewarding both skill and experience. However, because talent is intangible, it is inherently subjec- tive, making direct “apples-to- apples” comparisons between creative professionals difficult. Compensation often mirrors this subjectivity. In the film industry, for example, directors like Steven Spielberg or James Cameron earn millions per project, while less experi- enced directors earn far less. Similarly, in architecture, renowned designers such as Frank Gehry may command multimillion -dollar commissions, whereas lesser-known architects earn significantly less for the same or similar projects. In both cases, pay reflects an individual’s talent, expertise, experience, and reputation. Not all creatives are equal — and the market makes that clear. I have worked in the Bay Area for over 40 years with government, corporate, nonprofit organizations, and universities — and I educate many clients on how creative work is billed and valued. Clients are purchasing not only hours of work but talent, judgment, marketing/communications skill, and years of experience. Market data illustrate how valuable senior creative services are in the Bay Area, where seasoned professionals earn significantly more than junior or entry-level staff at large graphic design and marketing firms: Senior Graphic Designer: $155,000 Senior Editor: $140,000 Senior Writer: $120,000 Senior Researcher: $190,000 Senior Marcom Specialist: $189,000 Senior Content Strategist: $196,000 Senior Project Manager: $159,000 Senior Illustrator: $110,000 Senior Photo Retoucher: $100,000 Historian: $117,000 ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 10 LEVEL OF PHOTOSHOP WORK With decades of experience, AAD brings color to life — revealing richness and detail even in low-quality or archival photos. Skilled in art direction, photo editing, color correction, and retouching, AAD transforms ordinary images into striking, print-ready visuals. While digital cameras capture great RGB images, that color space isn’t ideal for printing. Converting to CMYK requires expertise to preserve tonal range, vibrancy, and color fidelity. AAD carefully coaxes the best from every pixel, blending the talents of art directors, designers, photographers, and print specialists to ensure every image meets professional standards. RGB files are precisely corrected and retouched to produce CMYK files optimized for print or web. Because the newsletter is visually rich, using more photos than typical newsletters, a single page of Our Town can include up to 15 images — each which requires moderate to extensive Photoshop work. After Before ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS 11 T PROPOSAL: OPTION A E X C E R P T F R O M T O W N ’ S R FP CONSULTANT OVERVIEW Proposals are requested from qualified individuals or firms to provide professional editorial and graphic design services for the Our Town Newsletter. Under supervision and guidance of the City Manager or his/her designee, the consultant editor/designer will support and implement comprehensive creative services, digital production services, and supervision over the Los Altos Hills Our Town Newsletter. The consultant will act as the administrative lead for assembling each quarterly edition. Examples of work for each edition include: • Collecting articles from Town staff, Committees, and the public • Reviewing each article with Town Staff for legitimacy and relation to the Town • Graphically assembling each edition – emphasizing balance and ease of reading • Coordinating with the Town’s selected printing company for final publishing o ensure proposals from different design firms can be compared fairly — “apples to apples” — it is important to approach the Town’s RFP at face value, that is, without applying the deeper knowledge gained from 16 years of hands-on experience producing the newsletter. Read literally, the RFP outlines a relatively narrow scope for the editor: to collect twelve completed articles, each written for the target audience, accompanied by suitable photos or illustrations, and submitted on schedule. This assumes a seamless process in which twelve contributors independently provide advanced, publication-ready drafts— (essentially requiring only minor proofreading, formatting adjustments, minor rewrites before publication). In addition, the editor’s role is described as performing minimal editing, assembling each edition (presumably using a straightforward template), and coordinating with the Town’s print vendor to submit files. Under this interpretation, the work involves minimal editorial work (as defined by the History Committee) and minimal to moderate creativity (“graphically assembling”). Note: Since 2009, Our Town has always been 12 pages, and there have been two 16 page issues. I will provide an 8-page version because the RFP requested it. Schedule: First proofs: 1-2 days Entire issue: 2 weeks Schedule: First proofs: 1-2 days Entire issue: 2.5 weeks * Includes 3 rounds of light edits. Excludes: Extensive edits, art direction, photography, illustration, stock photos, extensive Photoshop work, content strategy, writing and research of complete articles, extensive meeting time with committee members and contributors, mentoring writers (young and old), interviewing residents, ongoing historical research, managing the printer and reviewing proofs. 8-page Newsletter 12-page Newsletter Page rate: $600* 8 x $600 $4,800.00 Page rate: $600* 12 x $600 $7,200.00 Subtotal $4,800.00 Subtotal $7,200.00 Donation of Services -$300.00 Donation of Services -$400.00 Total** ========= $4,500.00 Total** ========= $6,800.00 ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS * Includes: Extensive edits, art direction, photography, illustration, stock photos, extensive Photoshop work, content strategy, writing and research of complete articles, extensive meeting time with committee members and contributors, mentoring writers (young and old), interviewing residents, ongoing historical research, managing the printer and reviewing proofs. ** 50% upon initiation of each issue (typically 2 months prior to publication month) 13 T PROPOSAL: OPTION B his realistic proposal option is informed by a comprehensive understanding of the actual work required to design and produce the quarterly Our Town newsletter, as well as extensive experience fulfilling the full editorial role as defined in the document “History Committee: The Role of the Editor.” The editor’s responsibilities extend far beyond basic production. They include developing content strategy, meeting regularly with the History Committee, maintaining ongoing communication with community members, creating and managing an editorial calendar with key and potential contributors, and mentoring mostly first-time writers. Also, due to the publication’s layouts that are design-driven, the role of editor and designer and intricately intertwined as a story moves through development and production. These duties make Our Town both complex and time-intensive. Importantly, this role is not limited to the publication’s production schedule—it is an ongoing, year-round commitment. Over 16 years of experience with Our Town have shown that stories are rarely submitted as complete drafts. In the early years, committee members occasionally developed ideas or produced rough drafts on deadline, but since 2011 most stories have been commissioned. Typically, each story begins with an idea—submitted by a committee member, council member, staff member, or resident—and evolves through collaboration with an appropriate subject expert. Together, we develop an outline to ensure the topic is relevant to Our Town’s readership. From there, the research phase begins, often involving archival material, photographs, and background sources. This stage can take weeks or even months. Once a rough draft is completed, the story enters the design and revision process, which may require anywhere from five to twenty review cycles before publication. For this reason, editorial work on Our Town continues throughout the year, not just during the designated production periods. Occasionally, new stories begin unexpectedly—for example, when a resident uncovers historical materials and contacts the editor to explore whether they could form the basis of an article. Such discoveries can initiate multi-month research efforts, especially when additional context or imagery is needed. Much of the supporting research for Our Town comes from the Town’s archives, which I know intimately, as well as from my collection of over 150 books on California and Bay Area history. This deep historical knowledge provides valuable perspective when developing stories that trace the Town’s roots back to its founding in the 1950s. Equally important, the editor’s role demands diplomacy and emotional intelligence. Each contributor has a different communication style and level of experience; the editor must consistently demonstrate patience, empathy, and professionalism while representing the Town. One of the most rewarding aspects of this role is helping first-time writers bring a local story to life — and sharing in their pride and satisfaction when they see it published. 8-page Newsletter based on how it has been produced for 16 years Page rate: $1,000* 8 x $1,000 $8,000.00 Subtotal $8,000.00 Donation of Services -$1,200.00 ========= Total** $6,800.00 Schedule: First proofs: 1-2 days Entire issue: 1.5 months 12-page Newsletter based on how it has been produced for 16 years Page rate: $1,000* 12 x $1,000 $12,000.00 Subtotal $12,000.00 Donation of Services -$2,000.00 ========= Total** $10,000.00 Schedule: First proofs: 1-2 days Entire issue: 2 months ALEXANDER ATKINS DESIGN, INC. TOWN OF LOS ALTOS HILLS * Includes: Extensive edits, art direction, photography, illustration, stock photos, extensive Photoshop work, content strategy, writing and research of complete articles, extensive meeting time with committee members and contributors, mentoring writers (young and old), interviewing residents, ongoing historical research, managing the printer and reviewing proofs. ** 50% upon initiation of each issue (typically 2 months prior to publication month) 14 T PROPOSAL: OPTION C his option is supplemental, providing decision-makers with several options for the future of Our Town. Since Our Town is printed as a 16-page signature, it is very economical to print a four page insert featuring town government news, assuming staff provide fully edited articles with accompanying artwork or photos. A price for this option is included. Since Our Town has maintained a consistent design since 2009, stakeholders may wish to refresh its appearance, including a new masthead. Pricing for this option is also provided. Finally, as the only issue of Our Town in 2025 has been the June issue, stakeholders may consider publishing a December issue. However, because production typically begins two months prior to publication — and four weeks are lost to the holiday season — that window has closed. Additionally, story development ceased in June, leaving no story ideas or drafts in the editorial pipeline. An alternative is to produce a January issue if work begins in early November. Pricing for this option is the same as shown previously in Proposal: Option B. 16-page Newsletter based on how it has been produced for 16 years Redesign of Newsletter Redesign $5,000.00 Page rate: $1,000* 16 x $1,000 $16,000.00 Subtotal $5,000.00 Donation of Services -$2,500.00 Subtotal $16,000.00 Donation of Services -$4,000.00 Total** ========= $2,500.00 ========= Total** $12,000.00 Schedule: Schedule: First proofs: 1-2 days First proofs: 4-5 days Entire issue: 1.5 months