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HomeMy Public PortalAbout19911029 - Minutes - Board of Directors (BOD) 8 Open Space MIDPENINSULA REGIONAL OPEN SPACE DISTRICT Meeting 91-33 WORKSHOP SPECIAL MEETING BOARD OF DIRECTORS October 29, 1991 MINUTES I . ROLL CALL President Nonette Hanko called the meeting to order at 7 :07 P.M. Members Present: Nonette Hanko, Katherine Duffy, Robert McKibbin, Betsy Crowder, Ginny Babbitt, Richard Bishop, and Teena Henshaw. Personnel Present: Herbert Grench, Craig Britton, Mary Hale, Jean Fiddes , John Escobar, Carleen Bruins , Donna Gallagher, and Joan Combs . II. BOARD BUSINESS N. Hanko stated that the Strategic Plan for the Nineties included a workshop on public communications to determine how best to inform the public during the next ten years . She said that the purpose of the workshop was to ascertain what the Board, District staff , and the public want the Public Communications program to accomplish. She said that the Public Communications Workshop Committee , comprised of N. Hanko, B. Crowder, and G. Babbitt, had formulated a questionnaire covering various aspects of the communications program, which was distributed at the meeting. The topics covered by the questionnaire include : Public Communications; Public Outreach; Informational Programs; 20th Anniversary; District Publications; Summary of Discussion; and Suggestions for Implementation. N. Hanko encouraged staff members and members of the public to rate the items numerically and submit their responses to the committee. She stated that the workshop hoped to cover the first five items , leaving the summary to be covered by the committee. She said that implementation suggestions would be reviewed by g manager. the general 201 San Antonio Circle,Suite C-135 . Mountain View,California 94040 - Phone:(415)949-5500 . FAX:(415)949-5679 General Manager:Herbert Grench Board of Directors:Katherine Duffy,Robert McKibbin,Teena Henshaw,Ginny Babbitt,Nonette Hanko,Betsy Crowder,Richard Bishop Meeting 91-33 Page two A. Public Communications: Direction for the 90s G. Babbitt reviewed the Board' s suggestions in this category, and encouraged suggestions and ideas from staff and public . Discussion centered on major projects involving the Public Communications program, including the District ' s 20th Anniversary and finding additional funding sources. B. Crowder said that continuing acquisitions were another important item, as well as making District lands known to the public, including maps . H. Grench said that the thrust of the Public Communications program will be to support a funding measure or to publicize the District without the funding measure. Linda Early, public relations consultant, 4135 Redding Street, Oakland, suggested that the Communications Program should nurture the ground for future acquisitions by educating and informing the public about the need for continuing to acquire land. John Miller, John Miller Public Relations, 2270 Amherst Street, Palo Alto, said that, because of limited resources , the message needs to be focused on the particular part of the public the District wishes to reach. Some suggestions from the audience included voters , user groups, corporations , environmental organizations , children, college students, senior citizens , and media. J. Miller asked if it were possible to increase the District ' s budget commitment to the Communications Program. M. Hale noted that the program received only 2% of the District' s total budget. B. Public Outreach B. Crowder directed this portion of the workshop, which involved defining public needs and interests . Discussion centered on using the District newsletter as a vehicle for publicizing District activities, polling the public, and addressing controversy and conflicts . Suggestions of how best to reach the public included newspaper advertising, producing a video tape, public service announcements , and a variety of slide shows targeted to various groups. J. Fiddes suggested that the District needs to address minority populations . John Miller suggested slide shows or videos produced in specific languages. M. Hale recommended that events be conducted in urban areas as well as on open space preserves. ------------- Meeting 91-33 Page three R. McKibbin noted that the District ' s public outreach program now caters to a small number of people, and that there is a need to reach larger groups. M. Nale Suggested developing a marketing brochure that would be sent to every District resident. T. Henshaw said that agreement was needed on which audiences should be targeted. Discussion centered on the process of making presentations to various groups, possibly followed by field trips . G. Babbitt said that interest in open space may decline if the District does not educate many groups. Robert Caughlan, The Roanoke Company, 1115 Merrill Street, Menlo Park, stated that public service announcements do not target specific audiences , and suggested that the District consider buying television time in order to reach groups that will influence others . C. Britton expressed concern about the results of an outreach program that would create more use of the preserves than could be handled by existing staff . C. Informational Programs N. Hanko stated that docent, volunteer, staff , and Board informational programs would be considered. Donna Gallagher, docent coordinator, gave an overview of the docent program, including training, types of requests received, and soliciting new docents. Referring to the suggestion that rangers serve as interpreters on the preserve, J. Escobar said that ranger duties are very generalized, and that it would be difficult to add this additional duty and still cover required tasks . N. Hanko noted that six out of seven Board members had indicated on the questionnaire that the volunteer program should be expanded. J. Escobar said that the program averaged two events per month, such as trail work and resource management projects . He noted that volunteer projects require field staff support, and suggested that perhaps a membership type of volunteer program might be considered. M. Hale stated that a prototype recruiting brochure for the docent and volunteer programs had been created, and suggested that each program should perhaps have its own recruiting brochure. H. Grench stated that it was important to coordinate the District ' s program with that of other volunteer groups in the area. Meeting 91-33 Page five Discussion centered on the advisability of tying in the celebration with a bid for funding measure support. T. Henshaw suggested discussing plans with city officials to solicit ideas and assistance. Discussion centered on the composition of the 20th Anniversary Committee. N. Hanko suggested including representatives of various user groups . Linda Early suggested streamlining planning and organization. M. Hale said that she would like to limit the committee to members of the Board, with no outsiders. Among the possible events suggested wars the Skyline Ridge Open Space Preserve opening. Deborah Mills, Design Concepts , 1968 Menalto Avenue, Menlo Park, suggested soliciting public input through the next issue of the newsletter. Linda Early recommended developing a timeline for planning. E. District Publications B. Crowder summarized the Board' s responses to the questionnaire. Concerning the use of newsprint rather than glossy paper, Linda Early stated that the District is appealing to a sophisticated public, and that glossy paper should be used. Robert Caughlan agreed, noting that the District needs to hold its own amidst vast competition. M. Hale stated that glossy paper was used for brochures because of the need to reproduce topographic lines , and that newsprint would not hold up well in damp and humid conditions . Discussion centered on desired formats for the newsletter and Open Space and frequency of publication. Frank Bevans , Frank Bevans Photography, 308 San Miguel Way, San Mateo, said that Open Space represents an organization that knows what it is doing, and that image is very important. M. Hale said that the District should not give the public less than its best, as publications could be considered individual ambassadors for the District. Discussion centered on maps . M. Hale said that the maps are done by the planning department, and that a mapping person is needed. She noted that maps are now being dated. F. Summary of Discussion N. Hanko stated that the summary of the workshop will be prepared by the Committee as a report to the full Board. ----------- Meeting 91-33 Page six G. Implementation N. Hanko requested that staff and public send suggestions on implementing the Public Communications program to the general manager. R. Bishop said that the Board should have a session with management staff after the Board report is completed. K. Duffy thanked the members of the audience for attending and sharing ideas. III. ADJOURNMENT The meeting adjourned at 10 :14 P.M. Joan Combs Secretary