California Waste Disposal Company Refines Approach

After a bruising political battle and a controversial audit that led to a split decision by the City Council to rewrite the contracts and put them out to bid, Blue Barrel is hoping to increase the amount of waste being recycled and remind the city that it cares about the community.

"We shifted our focus a bit when we realized that we weren't tooting our own horn very well," said Chris Fall, district sales manager for Blue Barrel. "We felt the controversy kicked the value out of our company and created a need to reiterate what we do and our value to the community."

Blue Barrel's multi-pronged strategy includes visits to local schools with "Cycler" -- a robot made of recycled metal and plastic that encourages kids to recycle -- and Total Trash Out, a program that will help schools raise money by recycling aluminum cans.

"We're taking the bull by the horns," said Blue Barrel General Manager Karl McCarthy. "Regardless of what happens with the contracts, we'll be here for at least the next four years, and hopefully longer, and we realize that we needed to step up our recycling efforts."

A city study found that Santa Clarita recycled only 44 percent of its waste in 2000. City officials blamed reporting errors by Blue Barrel and at Chiquita Canyon Landfill for its failure to meet a state law that requires cities to recycle at least 50 percent of their waste.

Along with Blue Barrel, Browning Ferris Industries and Atlas/Consolidated Disposal Services are expected to seek the contracts, which could be worth as much as $120 million over nine years.

The City Council has said it will be looking for the best service at the best price for residents, who are expected to see a decrease from the current monthly rate of $22.13.

"The council will consider multiple factors, not just price," said Mayor Cameron Smyth. "These are excellent programs, and that will certainly be discussed."

Councilman Frank Ferry agreed, saying that the decision will hinge on the entire package of customer service and benefits offered to the community and consumers.

"It may not even go to the lowest bidder," Ferry said. "The company's relationship with the city is going to matter."

Blue Barrel, which has been operating in Santa Clarita since 1962, is almost as well-known for its sponsorship of the Concerts in the Parks series and the Jazz Festival as for its blue trash trucks and bins. McCarthy is also a board member of the Santa Clarita Boys & Girls Club and a familiar face on the charity golf tournament circuit.

The company is hopeful that its record of service and charitable giving will tip the City Council in its favor, McCarthy said.

Blue Barrel has also spruced up its Web site, introduced a discount for senior citizens, increased the types of plastic it recycles and partnered with the city in its first-in-the-nation diaper-recycling pilot program.

"We're hoping to get our message across and build good will," McCarthy said.

To help do that, Blue Barrel has enlisted 40 prominent business, school and city leaders to be part of a community focus group that will help guide the company and set its priorities. Members include Cheri and Don Fleming, owners of Valencia Acura, Democratic activist Roberta Gillis and city Planning Commissioner Rick Winsman.

"We're getting good feedback from the group, which will help us position ourselves to submit the winning proposal," Fall said. "We think we're on the right track." – L.A. Daily News