Demographics firm to assist Merced’s move to districts

Merced hired a firm this week to help draw up districts and administer public meetings as the city transitions to local elections that use districts.

Voters narrowly passed a measure on Election Day to eliminate the city’s at-large voting system, making an effort to comply with demands from the Los Angeles-based Mexican American Legal Defense and Education Fund, a civil rights group.

The contract approved unanimously by Merced City Council on Monday is not to exceed $50,000 with National Demographics Inc., a Southern California firm that has performed work in all regions of the country, according to city records.

Under the new system, the mayoral seat would continue to be elected by voters citywide, but the six council seats would be picked by their respective districts.

Advocates for districts have argued the change should give better representation to south Merced, an area of town some consider neglected. All six sitting councilmen live north of Bear Creek. The city agreed to a settlement with the civil rights group, that the districts would use the Santa Fe railroad tracks as a boundary that would split the city in half.

The demographic firm’s services include developing a database for the districts and satellite imaging data, according to Miranda Lutzow, the assistant city clerk.

Also, the firm will provide examples of materials used to communicate with voters in an effort to increase participation in the voting process. Those could be used to develop Merced’s own version of voter materials.

Lutzow added the consultant could provide two or three plans for drawing up districts. Members of the community can also submit their plans when the time comes for carving the city up.

The firm also offers software used to develop an informational website about the districts and allow for public participation online, according to city staff. City Manager John Bramble said the city would likely forgo that portion of services, because Merced has a relatively low number of computer users.

The city also has the capability to develop its own website, according to staff.

Although Latinos make up more than 49 percent of Merced’s population, none of the six council members are Latino and there hasn’t been a Latino member in nearly a decade, according to the civil rights organization. Though candidates fitting that demographic have thrown their hat in the political ring, none have been able to garner enough votes for a victory.

Advocates for the change to districts have argued that a more diverse group of candidates would have a better shot at a seat, because they would need to reach only an estimated 13,500 people in a district rather than the city’s more than 80,000 residents.

This story was originally published November 18, 2014 at 6:07 PM with the headline "Demographics firm to assist Merced’s move to districts."