Michael Baker Int Scope and Fee Proposal

0 | P a g e 
 
 
City of El Mirage – Neighborhood 
Revitalization Strategies 
 
September 22, 2025 
Mr. Jorge Gastelum, PE 
Development Services Director/City Engineer 
City of El Mirage 
10000 N El Mirage Road 
El Mirage, AZ 85335 
 
RE: Neighborhood Revitalization Strategies – MBI Scope and Fee (REVISED) 
Dear Mr. Gastelum: 
The City of El Mirage has set an ambitious goal to strengthen downtown as the cultural, civic, and 
economic heart of the community. Building from the 2023 Downtown Revitalization Plan and previous 
investment in gateway signage, the Neighborhood Revitalization Strategies project is the next step in 
defining a clear identity for El Mirage, enhancing wayfinding systems, and reinforcing the community’s 
sense of place. 
 
Michael Baker International will guide this process by combining community-driven branding with a 
practical, phased approach to wayfinding. Recognizing budget constraints, the scope is intentionally 
designed to be efficient, scalable, and flexible. Please feel free to call me at your convenience should you 
have any questions or wish to discuss this proposal in further detail. I can be reached directly at 
602.798.7513 / 480.250.6829 or at matthewk@mbakerintl.com. 
 
Sincerely, 
 
Matthew Klyszeiko 
Department Manager – Planning 
 
Attachment A: Scope of Work 
Attachment B: Project Budget 
MICHAEL BAKER INTERNATIONAL, INC.

2 | P a g e 
 
ATTACHMENT A 
SCOPE OF WORK (SOW) 
 
 
PHASE 1: PROJECT MANAGEMENT 
• 
Task 1.1: Project Coordination – Facilitate monthly coordination meetings with City staff to 
discuss project process and organize public events. 
 
PHASE 2: DISCOVERY & ENGAGEMENT 
Goal: Build the foundation by gathering community insights and documenting existing conditions. 
 
This phase establishes the foundation for the implementation plan refinement and branding and 
wayfinding efforts. The goal is to understand, on a deeper level than the broad vision established though 
prior planning efforts, how El Mirage residents and stakeholders see their community today, and what 
they want downtown to represent in the future. Engagement will focus on creative, low-cost tools like 
online surveys, pop-up workshops, and story-gathering discussions that capture both the assets and 
challenges of El Mirage. The approach emphasizes accessibility: visual tools, and intercept-style outreach 
so participation is easy for everyone. Findings will be synthesized into select implementation actions, 
neighborhood “character stories” and mapped destinations that highlight where wayfinding is most 
needed. 
 
• 
Task 2.1: Community Discovery – Project kick-off, Community Survey, and outreach graphics. 
The community survey will be conducted and hosted via Michael Baker’s survey monkey account. 
Staff will be responsible for assisting in informing the public of the survey availability. 
• 
Task 2.2: Community Engagement – Program and facilitate up to 2 community meetings (e.g. 
general public), up to 2 stakeholder group meetings (e.g. voluntary group of residents, property, 
and business owners), and up to 2 pop-up workshops to be held in tandem with scheduled 
community-wide special events.  Announcements/invitations to all meetings (community 
meetings, stakeholder meetings, and pop-up events) will be drafted and organized by Michael 
Baker staff. As the primary point of contact, El Mirage staff will facilitate distribution of meeting 
announcements/information supplied by Michael Baker. 
• 
Task 2.3: Asset & Attribute Mapping – Preliminary mapping of Google Earth destinations and 
existing signage inventory, as well as review of existing marketing materials. 
• 
Task 2.4: Neighborhood Character Stories – Share narratives and visuals derived from Task 2.2 
for select neighborhoods. 
 
PHASE 3: PROGRAMMING & STRATEGY DEVELOPMENT 
Goal: Translate community insights into an organized plan of implementation actions, alternative design 
concepts for branding, and wayfinding plan. 
 
This phase translates community insights into a formal action plan and design concepts that residents can 
react to and refine. The objective is to organize the existing implementation actions into a cohesive plan 
and pair Downtown brand options (logos, taglines, palettes) with corresponding wayfinding concepts (sign

3 | P a g e 
 
families, colors, typography), so people can evaluate complete systems rather than isolated elements. 
Consequently, the individual tasks within this phase will be conducted in tandem with select tasks 
outlined in other phases. For example, two brand/wayfinding options will be developed under this Phase 
and presented side-by-side, tested through dot-voting, online surveys, and visual boards conducted as 
part of Phase 2. By combining branding and wayfinding into one review, the process ensures that the 
eventual brand is legible, inclusive, and scalable across both communications and the physical 
environment. 
 
• 
Task 3.1: Draft Implementation Plan - Work with City staff to incorporate recommendations 
from existing and developing documents and programs into a cohesive appendix to the existing 
downtown plan. The appendix shall include timelines and cost analysis for the current plan, 
linking targeted funding opportunities with each strategy.  
• 
Task 3.2: Downtown Brand Development - Two logo/tagline options, preliminary brand palette 
and standards. 
• 
Task 3.3: Wayfinding Design Concepts - Two families of signs tied to brand options, unit costs, 
location strategy. 
• 
Task 3.4: Public Voting Package - Boards, dot-voting, survey integration for review of branding 
and wayfinding options. 
 
PHASE 4: REFINEMENT & DELIVERY 
Goal: Consolidate chosen concepts into final deliverables and implementation tools. 
 
This phase focuses on consolidation and practicality. The goal is to refine the final implementation plan 
and the chosen brand and wayfinding palette into clear, usable deliverables: an Implementation Plan, a 
Branding Guide with standards and neighborhood character stories, and a Wayfinding Implementation 
Plan with sign concepts, unit costs, and placement strategies.   
 
• 
Task 4.1: Final Implementation Plan - Provide a final appendix to the original downtown plan, 
derived from identified strategies and community engagement completed in Phase 2 & 3.  
• 
Task 4.2: Final Branding Guide - Refined Downtown brand and tagline, standards, neighborhood 
character stories 
• 
Task 4.3: Wayfinding Implementation Plan - Sign concepts, costs, quantities, preliminary 
locations 
• 
Task 4.4: Small Business Façade Program - Outline potential funding sources and organizational 
structure for a Small Business Façade Improvement Program that doesn’t interfere with Arizona 
Revised Statutes.  
• 
Task 4.5: City Council Meeting – Assist staff with presenting project deliverables to the City 
Council at one public meeting. 
 
OPTIONAL PHASE 4 TASK (NOT INCLUDED IN TOTAL FEE): If additional budget allows, this phase can also 
culminate in a celebratory community event where the brand and signage designs are unveiled through 
displays, interactive activities, and small branded giveaways that transform the plan into a shared 
community identity.

4 | P a g e 
 
 
ATTACHMENT B 
PROJECT BUDGET 
 
Associated fees do not include any scope items identified as “Optional”. Optional tasks may be 
facilitated via separately negotiated scope and fee proposals. 
 
Project Budget 
Total Fee 
Project Phases 
Phase 1 – Project Management 
Task 1.1: Project Coordination 
$3,380 
Phase 2 – Discovery & Engagement 
 
Task 2.1: Community Discovery 
$7,535 
Task 2.2: Community Engagement 
$21,080 
Task 2.3: Asset & Attribute Mapping 
$6,675 
Task 2.4: Neighborhood Character Stories 
$5,250 
Phase 3 – Programming & Strategy Development 
 
Task 3.1: Draft Implementation Plan 
$11,980 
Task 3.2: Downtown Brand Development 
$7,000 
Task 3.3: Wayfinding Design Concepts 
$7,875 
Task 3.4: Public Voting Package 
$5,355 
Phase 4 – Refinement & Delivery 
 
Task 4.1: Final Implementation Plan 
$6,465 
Task 4.2: Final Branding Guide 
$4,375 
Task 4.3: Wayfinding Implementation Plan 
$4,375 
Task 4.4: Small Business Façade Program 
$5,235 
Task 4.5: City Council Meeting 
$1,395 
Subtotal 
$97,975 
Reimbursable/Ancillary Services (mileage, reprographics, public 
meeting materials, etc.) 
$2,025 
Lump Sum 
$100,000