TO: ADAM PIRRIE, CITY MANAGER
FROM: MELISSA VOLLARO, HUMAN SERVICES DIRECTOR
DATE: FEBRUARY 13, 2024
Reviewed by:
City Manager: AP
SUBJECT:
Title
HUMAN SERVICES DEPARTMENT NAME CHANGE (FUNDING SOURCE: GENERAL FUND)
Body
SUMMARY
Over the course of its existence, the Human Services Department has been known by several different titles. The Department’s name and organizational structure has changed over time to meet the needs of the Claremont community, such as the several times the Human Services Department was merged with the Community Services Department and later separated.
As the names of agencies that provide these services elsewhere have evolved, the current Human Services moniker has presented many challenges. Residents from Claremont and surrounding communities often confuse the Department for Human Resources/Personnel or believe that the Department primarily acts as a social services agency, as the name is not reflective of the many aspects of recreational programming that are offered. This lack of community understanding and ability to identify with the Department has led to complaints and confusion from those seeking recreation services. In addition, the Human Services title has caused difficulty in recruiting professional staff as it does not accurately reflect job duties. For these reasons, staff recommends that the name of the Department be changed to better reflect the services and programs provided.
RECOMMENDATION
Recommended Action
The Community and Human Services Commission recommends the City Council approve renaming the “Human Services Department” to “Recreation and Human Services Department.”
Body
ALTERNATIVE TO RECOMMENDATION
In addition to the recommendation, there is the following alternative:
• Request additional information from staff.
FINANCIAL REVIEW
The costs associated with changing the Department name are estimated to be $3,000 and would include the updating of name badges, business cards, stationery, and other ancillary items. These costs can be absorbed into the existing Human Services Department budget.
The staff cost to prepare this report is estimated at $1,367 and is included in the operating budgets of the Human Services Department.
ANALYSIS
The Human Services Department currently serves as the main provider of recreation services for the residents of Claremont, including youth and senior programs, enrichment classes, and special events. The Department also serves as the operator of all City parks and facilities and oversees park permits, field allocations, facility rentals, the Claremont Hills Wilderness Park, and the park ranger program. In addition, the Department also serves a vital role in overseeing the social services components such as the Senior Case Management program, the CBO/Homeless Funding program, Family and Senior Emergency funds, and coordinating with local service providers such as Tri-City Mental Health and the Community Navigator Program.
In its early days, the Department was initially called “Parks and Recreation,” which is the most traditional and widely used name in the profession. In 1977-78, the Department merged with the Community Services Department and operated under that name. Later, in 1978-79, the Departments were separated, and the Department was renamed Human Services, while the Community Services name remained with the other Department. Based on research conducted by staff, the Human Services name was important to the City Council and community well into the 1990’s, because it distinctly conveyed the inclusion of social service components, which were unique for a recreation department to provide at that time. Thus, there was a purposeful effort to emphasize the Human Services name to acknowledge that difference and to stand out among other local cities.
In 2009, the Human Services Department completed a Community Needs Assessment, and it was determined that a department name was important for marketing, branding, and recruiting. It was clear that over 75 percent of the respondents associated the department name with a social services provider and not a traditional recreation department. Over the course of several meetings following the Needs Assessment, the Human Services Commission reviewed this item and had many conversations about a possible name change. In April 2011, the Human Services Commission voted unanimously to recommend changing the Department name from “Human Services” to “Parks, Recreation, and Human Services.” This recommendation was slated to be considered by the City Council. However, due to significant staffing changes and budget limitations, the City Manager and the City Council opted to merge Human Services and Community Services together once more, naming the combined departments “Community and Human Services.” Therefore, the Commission’s recommendation was never considered. Later, in 2015, the two departments were separated once again, and the original individual department names, Human Services and Community Services, were restored.
In 2015, the Human Services Department was tasked with doing a marketing and branding campaign to address this issue. Staff dedicated a significant amount of time and resources towards the development of a full branding campaign that included a new logo, new staff shirts, enhanced department marketing materials, a vehicle wrap, and more. While this effort may have been beneficial in addressing part of the issue, the confusion and lack of understanding about the Department’s functions remains with the name. Staff believes that the addition of the word “Recreation” is the most effective way to address these concerns and enhance communication with residents. As the Department is currently in the process of redesigning the recreation brochure and the City will begin redesigning the website in the coming months, the timing for this change is also incredibly opportune.
RELATIONSHIP TO CITY PLANNING DOCUMENTS
Staff has evaluated the agenda item in relationship to the City’s strategic and visioning documents and finds that it applies to the following City Planning Documents: General Plan and the 2022-24 Budget.
CEQA REVIEW
This item is not subject to environmental review under the California Environmental Quality Act (CEQA).
COMMISSION REVIEW
The Community and Human Services Commission considered the remaining of the Human Services Department at its Wednesday, February 7, 2024, meeting. The Commission voted to recommend the City Council consider renaming the Human Services Department to the Recreation and Human Services Department on a 6-0 vote. An excerpt of the minutes from the February 7 Commission meeting is included as an attachment.
PUBLIC NOTICE PROCESS
The agenda and staff report for this item have been posted on the City website and distributed to interested parties. If you desire a copy, please contact the City Clerk’s Office.
Submitted by:
Melissa Vollaro
Human Services Director
Attachment:
Excerpt from the 02-07-24 CHS Commission Minutes (Draft)