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HomeMy WebLinkAboutAgenda - 12/11/2008 - 7b lateORANGE COUNTY BOARD OF COMMISSIONERS ACTION AGENDA ITEM ABSTRACT Meeting Date: December 11, 2008 Action Agenda Item No. ?~ SUBJECT: Public Relations and Evaluation Plans for Tethering Ordinance DEPARTMENT: Animal Services PUBLIC HEARING: (Y/N) No ATTACHMENT(S): Public Relations Plan INFORMATION CONTACT: Bob Marotto, Director, Animal Services 968-2287 PURPOSE: To receive the public relations plan and evaluation process for the recently adopted amendment that will restrict the tethering of dogs in Orange County. BACKGROUND: At its November 18'h, meeting the BOCC, on second reading, adopted an amendment to the County's animal control ordinance that restricts the tethering of dogs. Effective one year from its adoption, the amendment limits the tethering of dogs to no more than a total of 3 hours within a 24-hour period while creating a number of exemptions that include tethered dogs that are accompanied by and in the sight of a responsible person. In adopting the amendment, the BOCC asked staff to return with a public outreach plan and a plan for evaluating the tethering ordinance. Staff has developed a public relations plan modeled after the successful plan recently conducted in regard to the County's new animal fees and fines. The plan is intended to raise awareness of the new ordinance, the date it becomes effective, and how it will be enforced. Staff expects to further discuss the public relations plan with the Animal Services Advisory Board in January and through that discussion further develop some of the component parts of the plan. The attached outreach plan consists of a number of major components. These include: a media advisory; a flyer; public service announcements; display advertisements; and a brochure with frequently asked questions (FAQ). (Samples of these are in appendices to the plan.) All outreach is intended to ensure that individual dog owners and other County residents are aware of the tethering ordinance amendment and its implementation. The FAQ brochure is expected to not only provide general information but be helpful to and assist dog owners that will need to make a transition away from the tethering of a household dog. There will be some reference to the assistance in fence building available from the Coalition to Unchain Dogs as well as an inventory of fencing and enclosure options and some discussion of the benefits of obedience training and pet sterilization. 2 Staff also expects to use the County's pet license notice to raise awareness of the new tethering ordinance. Over the next year, more specifically, licensing notices will include a highlighted reference to tethering that refers pet owners to the Animal Services website for additional information including the FAQ brochure. Staff believes that this is the most prudent way to use the licensing notices since the cost is small (approximately $150) whereas the cost of a separate mailing just to dog owners would cost approximately $7,500. With regard to the evaluation of the tethering ordinance, staff will prepare and provide progress reports at three (3) 6-month intervals over the initial 18-month period. The Department also proposes to provide an evaluative report to the BOCC one full year after the effective date of ordinance amendment (6 months "warning only" and 6 months full enforcement). The first two progress reports - in May and November of 2009 -- will provide data on activities during the twelve-month period prior to November 2009 when the tethering amendment actually becomes effective. These reports will concentrate on the outreach activities described above. The report will also present information on animal control and/or animal shelter actions where tethering was a factor. Examples of such data would be whether there were any indications that surrenders were affected by the new ordinance, and if so, in what ways and to what extent. The third progress report will be made in May 2010 at the end of the six-month period in which only warning notices are issued for non-compliance with the new tethering ordinance. However, this report will concentrate on warning phase and process, including the number of warnings issued and responses to said warnings. The report will also provide information on animal control and/or animal shelter actions where tethering is a factor. A final evaluative report regarding the implementation and enforcement of the ordinance restricting tethering will be prepared in November 2010. This report will include the number of complaints and the number of enforcement actions that occur in initial six-month period in which the ordinance is fully effective and fully enforced (May through October 2010). The report will also present other data related to the restriction of tethering under the proposed ordinance amendment such as animal cruelty cases, the enforceability of the three-hour time limit, and matters that arise from contact with the public in the course of the implementation process. FINANCIAL IMPACT: The costs of evaluating the tethering ordinance will be absorbed within the Animal Services departmental budget and staffing complement. The costs of implementing an effective public relations plan across FY2008-09 and FY2009-10 are not expected to exceed $1,500, and these funds can be absorbed within the department budget for those years. RECOMMENDATION(S): The Manager recommends the Board receive the public relations plan and evaluative process for the amendment restricting the tethering of dogs in Orange County. n~°° ,o '~n r>~o~~°> Orange County Animal Services 501 W. Franklin St, Suite 106, Chapel Hill, NC 27516 (919) 968-2287 Public Relations Plan for Animal Ordinance Amendment Restricting Tethering November 20, 2008 3 The Board of County Commissioners (BOCC) has adopted a proposed amendment to the Orange County Animal Ordinance that limits the tethering of dogs to a maximum of three hours in a twenty-four-hour period. This amendment is based upon one year of education and outreach before any warnings or enforcement measures are issued. The BOCC has asked that a Public Relations Plan be presented outlining the planned activities for that year of outreach, and the following is a thorough public relations plan developed by Animal Services Staff in response to that request. It is supplemented by several actual media components and a timeline for their distribution. Objectives Ensure Public is Aware of Any Changes and Well Prepared in Advance Ensure Outreach is Performed in a Positive & Supportive Manner Direct Pet Owners who need assistance to available resources Reach Spanish as well as English speaking residents Main Points of Marketing Ordinance awareness New restrictions Exceptions One (1) Year of Preparation Resources for other confinement measures Start now! Target Audience Pet owners who currently tether or plan to tether dogs in areas affected by the amendment General Public Media Types Public Services Announcements Media Releases. Display advertising News Items on Websites Flyers FAQ Brochure Media Outlet Possibilities Public Service Announcements Radio Public Radio Station (WCHL) All major triangle-based radio stations Other Channel 265 Media Releases News of Orange & Orange Extra Chapel Hill Herald (Herald-Sun) Chapel Hill News (N&O) Mebane Enterprise Carrboro Citizen WCHL UNC TV DisRlay advertising News of Orange & Orange Extra Chapel Hill Herald (Herald-Sun) News Items on Websites County Website Animal Services Website Summary of Changes FAQ- Web Version Fl•~ers Rabies Flyer Destinations All Animal-Related Businesses County & Community Buildings Veterinarians Pet Stores F~ Brochures Animal Control Animal Shelter Spanish Version Pet Licensing Notice Refer pet owners to Animal Services Website for tethering FAQ. S APPENDICES I. Animal Ordinance Amendment Restricting Tethering Media Schedule II. Media Release III. Flyer CO -APPENDIX I- Animal Ordinance Amendment Restrictin Tethering Media Schedule PSA Display Ad Media Release Flyers/ FAQ ~ ~ ~ ~ ~ Nov Dec Jan Board Approval Nov 18, 2008 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Effective Date of Change Nov 19, ~nno -APPENDIX II- Media Release FOR IMMEDIATE RELEASE Date: November 24, 2008 Contact: Robert Marotto, Animal Services Director BOCC Adopts Tethering Restrictions in Orange County The Orange County Board of Commissioners voted to amend the Orange County Animal Ordinance to restrict the tethering of dogs to a maximum of 3 hours within a 24-hour period. The Board of County Commissioners adopted the amendment at its November 18, 2008 meeting. The amendment will go into effect one year later on November 19, 2009. The amendment includes numerous exemptions to the limitations, including dogs that are within the sight of a responsible party and those accompanying people in camping or other recreational areas. The amendment also includes twelve months of public outreach and education followed by a six-month period in which only warning notices will be issued for violations of the ordinance. The ordinance change is based upon a report and recommendations by the Tethering Committee, appointed by the Board of Commissioners, working in conjunction with the Animal Services Advisory Board. For more information on the amendment, including a full list of changes and exemptions, visit the Animal Services website at http://www.co.orange.nc.us/animaiservices or call Animal Control at 919-245-2075. ### -APPENDIX III- 8 Tethering of Doqs in Orange CountX The Board of County Commissioners has adopted an amendment to the animal ordinance that limits the tethering (or tying) of dogs in Orange County. Effective November 19th, 2009 Tethering Limitations • Tethering should be limited to 3 hours within a 24-hour period • Tethers must meet certain requirements • Various exemptions are allowed The ordinance only affects residents of Hillsborough and unincorporated Orange County ~ To read the complete ordinance amendment, including a full list of exemptions, visit http://www.co.orange. nc. us/animalservices