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FROM: Michael Codron, Assistant City Administrative Officer
Prepared By: Molly Cano, Tourism Manager
SUBJECT: REQUEST FOR PROPOSAL FOR MARKETING SERVICES FOR
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT.
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board, release Request for
Proposal (RFP) Specification No. 91275 for tourism marketing services.
DISCUSSION
Background
In June 2008 Council adopted Ordinance 1517 establishing a tourism business improvement district
(TBID) as requested by the local lodging industry. The assessment became effective on October 1,
2008 and the use of funds was defined in Section 12.42.030 as follow:
“This ordinance is made and enacted pursuant to the provisions of the Parking and
Business Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets
and Highways Code). The purpose of forming the district as a business improvement area
under the Parking and Business Improvement Area Law of 1989 is to provide revenue to
defray the costs of services, activities and programs promoting tourism which will benefit
the operators of hotels in the district through the promotion of scenic, recreational, cultural
and other attractions in the district as a tourist destination.”
Subsequently in March 2009 the City Council, as recommended by the Tourism Business
Improvement District Board, awarded the TBID Marketing Services contract to Level Studios, now
Rosetta. The initial contract allowed for the inaugural contract term from March 2009-June 2010
with two additional two-year extensions at the Board’s recommendation through June 2014. In July
2014, the current contract extension will be exhausted.
RFP Discussion
At the September 11, 2013 meeting, the TBID Board began the discussion about the RFP process.
The Board discussed the importance of the all commissioners’ input in the review and selection of
the contractors however, the Board agreed to create a taskforce to develop the RFP document taking
into consideration the new Strategic Plan document approved by the TBID Board. (Attachment 1-
September 2013 Board Minutes)
During the November meeting, the TBID Board reviewed the RFP in-depth as presented by the
taskforce. The RFP requests for the development of a guiding marketing plan taking into account
Meeting Date
Item Number 12/10/13
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the current foundation created since 2008-09 as well as the execution of that plan. (Attachment 2-
November 2013 Board Minutes)
The Board subsequently approved the attached RFP document, requesting companies to submit
proposals with a two-phase approach. The proposals sought should therefore provide the following
components:
1. Establishment of a City of San Luis Obispo Tourism Marketing Plan
2. Execution of the Marketing Plan
The initial contract term would commence in July 2014- June 2016 with the opportunity for two
additional two-year contract extensions based on the recommendation of the TBID Board.
FISCAL IMPACT
Since the inception of the TBID, the marketing services contract has accounted for 50% or more the
overall TBID program budget. In FY 2014-15 the contract is budgeted for $650,000 which is 55%
of the projected TBID budget for that year. Based on the 2013-15 Financial Plan, the TBID budget
is projected at $1,181,100 resulting in $531,100 for all other TBID investments during the 2014-15
fiscal year.
In FY 2015-16 the contract is budgeted for $700,000 which is 56% of the projected budget for that
year. Based on the 2013-18 Five-Year Fiscal Forecast, the TBID budget is projected at $1,245,000
or 20% of the projected TOT.
ALTERNATIVES
Deny or defer approval to advertise. The City Council may choose to deny or defer the approval to
issue this RFP for marketing services. Staff does not recommend this option as the existing
marketing contract will expire on June 30, 2013 without the ability to extend the term.
ATTACHMENTS
1. TBID Board Minutes (September 11, 2013)
2. Draft TBID Board Minutes (November 13, 2013)
3. Request for Proposal – Specification No. 91275
..\RFP for contracted Marketing Services for TBID (Codron-Cano)
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Tourism Business Improvement District
Meeting Minutes
Wednesday, September 11, 2013
10 am
Hampton Inn
CALL TO ORDER: Chair Clint Pearce
PRESENT: Wilkins, Patel, Hutton, Walker, Patranella
STAFF PRESENT: Molly Cano, Tourism Manager Chair Pearce: Call to Order at 10:03 am
PUBLIC COMMENT
Ermina Karim of the San Luis Obispo Chamber of Commerce introduced Lynne Biddinger to the committee. Lynne will be an interim team member at the Chamber through the end of the year working on the tourism programs, contracts with the City for promotions, and other specific projects.
OATH OF OFFICE
Commissioner Patranella was sworn in to serve on the TBID Board.
CONSENT AGENDA ACTION: Moved by Hutton/Patel to approve the consent agenda.
Motion carried 6:0
BUSINESS ITEMS
1. QUARTERLY REPORT BY CONTRACTOR
Ryan Allshouse and Freya Wilkerson representatives from Rosetta presented the quarterly report on
the ShareSLO program. Allshouse presented an overview of where the campaign has been since the
creation including phase one: Build Awareness with the development and launch of the campaign,
phase two: Be Everywhere to maintain a presence on multiple social channels and attended events,
and phase three: Grow the Community to inspire and advocate to carry on sharing content. Some of
the results achieved include a thriving social community, over 3 million impressions, strong
connections with local businesses, events, and tourism organizations, and an active network of local
passionate leaders (aka Street Team). After a very brief update on the role of the Ambassador,
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Allshouse shared how the remaining program funds would be reallocated focusing on management,
advertising, and street team allocations. Wilkerson then presented information on the Street Team
participants including testimonials from the street team members. Allshouse then unveiled the new
ShareSLO.com look and functionality.
2. TBID ANNUAL REPORT
The Board reviewed the FY 2012-13 TBID annual report for recommendation to City Council on
October 1, 2013. Pending the approval of the report by the City Council, the annual public hearing
for the TBID will be scheduled for the November 5, 2013 City Council meeting. Commissioner Patel
will present the report to the City Council with Molly Cano on October 1, 2013. The committee
provided feedback on the report. Overall they were very enthusiastic about the information and the
way it was presented. The committee asked staff to add the mention of increased length of stay for
the goals section and to add a section about Visit San Luis Obispo County under partnerships.
ACTION: Moved by Patel/Hutton to accept the 2012-13 TBID Annual Report for submission to
City Council with the requested additions.
Motion carried 6:0
3. EVENTS PROMOTION SUBCOMMITTEE
The committee reviewed the draft event funding RFP that will be implemented in FY 2014-15. The
RFP will be an annual process with the PCC however the TBID will accept applications throughout
the year if funds are available for consideration. The committee commended the hard work of the
subcommittee on creating the document.
ACTION: Moved by Walker/Wilkins to accept the Events Promotion application as presented for
use by the TBID.
Motion carried 6:0
4. MARKETING CONTRACT RFP DISCUSSION
The Board began the discussion of RFP process for the Marketing Services contract with the TBID
and considered the formation of a taskforce to facilitate the process. Staff presented the expected
timeline for the Board to follow in order to meet the deadlines of the RFP process. The Board
discussed the importance of the all commissioners’ input in the review and selection of the
contractors. The Board agreed to create a taskforce to develop the RFP document as the first phase
but would like to revisit the next phase for the consideration of the full board.
ACTION: Moved by Patel/Hutton to form a taskforce for the creation of the RFP document for
the Board’s consideration.
Motion carried 6:0
The following members formed the taskforce: Commissioners Patel, Hutton, Wilkins and constituent
Michael Adams.
5. STRATEGIC PLANNING UPDATE
The Board received a presentation from the taskforce on the draft strategic plan document from the
retreat and taskforce work sessions. Chair Pearce presented the overview of the document including
the mission and visions for the TBID. He then presented the strategic imperatives and the
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measurable to rate success for those goals. The Board shared that they were excited to see the
report and the associated measurements.
Public Comment:
Ermina Karim from the SLO Chamber commended the Board on the inclusive work that was done to
create the document and setting the course for the next few years.
Mark Landon from the Nature Corps thanked the Board for including the partners in the process and
expressed how impressive the draft plan looked overall.
The final report will be presented for adoption at the October 9, 2013 TBID Board Meeting. Board
and constituents are encouraged to thoroughly review the report in preparation for the meeting.
COMMITTEE COMMUNICATION
HOTELIER UPDATE No new hotel news to be discussed. The Board was encouraged to revisit their liaison list and make an effort to share the strategic plan document with their assigned properties.
PCC UPDATE Molly Cano informed the TBID on the results of the PCC’s contract with Pierre Rademaker Design for the development of a Citywide Style Guide and Brand Standards Manual. Cano shared that after the recommendation for adoption by the PCC, Council reviewed it and accepted the direction as well.
TOURISM PROGRAM UPDATE
Molly Cano presented the Tourism Program update:
Cano introduced Lee Johnson, the City’s new Economic Development Manager.
Cano provided an update on SAVOR planning:
Continuing the booth design and other components of our event integration.
SAVOR Run packages – last day to register online is tomorrow 9/12
SAVOR sweepstakes – 160 entries
Our SAVOR weekend getaway includes:
- 3 night stay at your choice of one of our 39 destination hotels
- two tickets to Sunset at Hearst Castle on Thursday
- two 2-day M ain Event tickets for the festivities at Santa Margarita Ranch on Saturday
and Sunday
- two entries for the run event of your choice at the inaugural SAVOR Run on Sunday
Cano is seeking volunteers for the booth by the end of the week
Cano is preparing for the Visit California media event, September 24 in LA. The following day,
Cano will be participating in the inaugural Visit California PR Summit.
Staff provided an update on the Jazz Festival to the Board. Due to permitting issues, the dates
have been moved to May 2014.
Meeting adjourned at 11:48 am
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Tourism Business Improvement District
Meeting Minutes
Wednesday, November 13, 2013
10 am
City Hall - Council Hearing Room
CALL TO ORDER: Board Chair Clint Pearce
PRESENT: Pearce, Wilkins, Patel, Patranella
STAFF PRESENT: Molly Cano, Tourism Manager
Call to Order at 10:02 am
PUBLIC COMMENT
None.
CONSENT AGENDA
ACTION: Moved by Patel/Wilkins to approve the consent agenda.
Motion carried 4:0
PRESENTATIONS
1. VISIT SAN LUIS OBISPO COUNTY QUARTERLY REPORT
Stacie Jacob, Executive Director of Visit San Luis Obispo County presented the quarterly
contractor report for July-September activities. The report featured Sunset SAVOR the Central
Coast event recap.
BUSINESS ITEMS
1. MARKETING SERVICES RFP REVIEW
The taskforce members and staff presented the final draft of the Marketing Services RFP for the
Board’s consideration for recommendation to City Council. The Board discussed adding the
tradeshow function into the description of works section. The Board also discussed the importance
of having the marketing contractor present short marketing activity updates at every meeting.
Public Comment:
Doug Klein asked the Board how PR was addressed in the RFP. The Board referenced the PR section
of the description of work.
DRAFT
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Tourism Board Improvement District Minutes Page 2
ACTION: Moved by Patel /Wilkins to approve the Marketing Services RFP for recommendation to
Council with the inclusion of the tradeshow show function in the description of work
section.
Motion carried 4:0
The Board also considered the advertising needs for the RFP. Traditional placement includes
advertising mention in the Tribune. The taskforce also recommended advertising in the Pacific Coast
Business Times as well. Staff presented rough advertising costs for the publication at about $300-
$350 per publication. Staff also informed the Board that they do have funds earmarked for projects
that would include RFP advertising within the budget.
ACTION: Moved by Patel /Patranella to approve funds not to exceed $700 for advertising the RFP
in both the Tribune and Pacific Coast Business Times.
Motion carried 4:0
2. LOCAL TOUR PARTNERSHIP PRESENTATION
The Board received a proposal from Kenny Gazin and his business partner David Cummings
regarding the development of local tour offerings and the opportunity to partner on the promotion
of those tours. Gazin informed the Board that he was looking to create a San Luis Obispo experience
that would share the areas unique offerings with visitors. The initial tour packages would be focused
on “lay of the land” offerings for visitors to become familiar with the area. The tours would be
scheduled for bookings and would offer a shorter or longer tour experience with varying price
structure. Gazin also shared that he has invested in a vehicle for the tours that would need artwork
to “wrap it”. He would also partner with SLO Safe ride to provided additional transportation as
needed. Gazin did request that the Board consider an exclusive partnership with his company. He
also expressed that he would be seeking support from the TBID through existing marketing and
promotions, access to communicate collectively with the hotels, and then on going marketing
support from the TBID. Clint Pearce informed the Board that due to a conflict of interest, he would
recuse himself from voting on this partnership.
The Board expressed the overall interest for an offering like this however; they also expressed
concern over the ability to partner exclusively with a particular tour company. The Board also had
additional questions on the details of the tour logistics including the more specific routes, logistics,
booking, and more information on the on what’s requested for official partnership and marketing
requests of the TBID.
Public Comment:
Michael Adams also suggested that they work directly with the hotels to offer the tours.
Doug Klein mentioned that a program like this would provide a great extension to the TBID’s
website.
The Board requested that Mr. Gazin further develop the program with specifics and a follow up
presentation be placed on the agenda in December.
3. TRADESHOW DELEGATION
The Board discussed the selection of the delegates representing the TBID at the upcoming
tradeshows. Staff presented the show dates and destinations: 1/25-26/14 in Santa Clara; 2/8-9/14 in
Long Beach; and 3/29-30/14 in San Diego. One partner is needed per show in addition to staff
because Rosetta will be sending 2 representatives. Historically, the Board has opened up
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Tourism Board Improvement District Minutes Page 3
participation to constituents. Staff would distribute an email with the opportunity, constituents
would have a deadline to respond with interest, and the representation would be randomly drawn
at the following monthly Board meeting. The Board discussed having Board members fill the open
positions or offering the opportunity to constituents. After discussion, the Board recommended that
one slot could be filled by a Board member for a show and the remaining 2 shows would be open for
constituent interest. If there was a lack of interest from constituents then Board members could fill
the remaining slots. The Board noted that constituent participation in the representation at the
tradeshow would be for the destination as a whole and all TBID properties, and not for the purpose
of promoting individual properties.
ACTION: Moved by Patel /Wilkins to open up participation to constituents for the San Diego and
Long Beach show and have Rachel Patranella participate in the Santa Clara show.
Motion carried 4:0
COMMITTEE COMMUNICATION
HOTELIER UPDATE
Clint Pearce reported that he had a constituent meeting with Petit Soleil.
Molly Cano report on a constituent lunch with the management team at Embassy Suites.
PCC UPDATE
Clint Pearce reviewed the PCC minutes from the October 9 meeting.
TOURISM PROGRAM UPDATE
Molly Cano presented the Tourism Program update.
Public Hearing update:
- Public hearing on 11/5
- Received 2 written protests and no oral protests
- Council action: adopted the resolution for the district
Council Meeting: Short-term rentals
- to temporarily suspend enforcement of Municipal Code §17.22.010(G) related to the prohibition
of vacation rentals, pending adoption of an ordinance which provides for residential homestays.
- direct staff to return to Council with a draft ordinance, which provides for owner occupied
residential homestays, as soon as practicable; and 2) to address financing for associated staff
costs during the mid-year budget review.
- The other item that staff will be reviewing in the interim is the collection of TOT and TBID based
on how homestays fit within assessment district
Strategic Plan update:
- Taskforce will reconvene within the next few weeks to begin strategy to approach the
implementation of the strategic imperatives
VSLOC Sustainable Funding Taskforce:
- During the October 16 Board Meeting, they presented the funding landscape tourism promotion
in SLO County in comparison to the funding in the comp set- includes VSLOC as well as the
county BID collections overall
- They presented to opportunity to explore a new TID/BID to collect new dollars for the purpose
of Countywide marketing – above and beyond the jurisdiction specific BIDs
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Tourism Board Improvement District Minutes Page 4
- At that time the Board formed a taskforce made up of lodging reps from across SLO County and
destination/tourism managers to look at a sustainable
- The taskforce has begun meeting to initiate the process and exploration of a new distract and all
that it would entail including the marketing plan of how the dollars would be spent
- There are still a lot of reach and education to be done. The TBID will be involved in that process-
both Clint and I are participants on the taskforce.
- First step in the education process is a meeting on November 25 (Monday) from 2-4 pm at the
Courtyard by Marriot with VSLOC and Civitas (John Lambeth)
- All owners, managers, Board members, council members, etc are invited to attend
- Any questions, comments- please feel free to contact either Clint or Cano
CCTC/VSLOC Partnership: Australia Sunrise TV
- the top-rated morning show in Australia ready to come to America to cover The Original Road
Trip
- 4-5 part series of 3-4 minute shows on Sunrise (the top-rated morning show in Australia with a
segment audience of 300,000).
- VSLOC participated in the pay-to-play opportunity with CCTC
- 10/29-30 came to SLO County: came through SLO to shoot b-roll on 10/30
ROPT:
- Took place last weekend, the street team was in full effect, preshow promotion on Friday, and
attendance on Saturday, great social coverage
SLO Marathon planning:
- Planning underway
- Out of area promotion has already begun
- Registration signup are off to a great start- especially team sign ups
Visit CA Outlook
- February 5-6 in Pasadena
- Budget: $1500 total, buts split with PCC so it’s about $750 for TBID
Meeting adjourned at 11:47 am
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Notice Requesting Proposals for
MARKETING SERVICES
for the City of San Luis Obispo Tourism Business Improvement District
Administration Specification No. 91275
The City of San Luis Obispo is requesting proposals for marketing services for tourism promotion
for 2014-16 fiscal years, pursuant to Specification No. 91275.
All proposals must be received by the Finance and IT Department by 3:00 p.m., Friday, January 31,
2014 when they will be opened publicly in the City Hall Council Hearing Room, Room 9, 990 Palm
Street, San Luis Obispo, CA.
Proposals received after said time will not be considered. To guard against premature opening, each
proposal shall be submitted to the Finance & IT Department, 990 Palm Street, San Luis Obispo, CA
93401, in a sealed envelope plainly marked with the proposal title, specification number, proposer’s
name, and time and date of the proposal opening. Proposals shall be submitted using the forms
provided in the specification package.
A pre-proposal conference will be held via conference call on Thursday, January 8, 2014 at 11:00
a.m. to answer any questions that the prospective proposers may have regarding the City’s request
for proposal. If you are interested in participating in the conference call, please contact Molly Cano
at mcano@slocity.org for the call information.
Proposal packages may be obtained on the City’s website at www.slocity.org under Bids &
Proposals. Additional information may be obtained by contacting Molly Cano, Tourism Manager,
at (805) 781-7165.
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TABLE OF CONTENTS
A. Description of Work 3
B. General Terms and Conditions 6
Proposal Requirements
Contract Award and Execution
Contract Performance
C. Special Terms and Conditions 10
Proposal Content
Proposal Evaluation and Selection
Proposal Review and Award Schedule
Contract Term
Contract Invoices
Submittal of References
Statement of Contract Disqualifications
Ownership of Materials
Release of Reports and Information
Copies of Reports and Information
D. Agreement 12
E. Insurance Requirements 14
F. Proposal Submittal Forms 15
References
Statement of Disqualifications
Proposal Submittal Form
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DESCRIPTION OF WORK
In October 2008, the San Luis Obispo City Council established a Tourism Business Improvement
District (TBID) and appointed an advisory board staffed by hoteliers to make recommendations to
Council regarding the use of the assessment funds. The board’s primary focus is to promote San Luis
Obispo as a visitor destination to enhance the economic well being of the lodging industry. The
primary purpose of the marketing efforts is to encourage overnight travel to and stays in San Luis
Obispo from other parts of California. Over the past 5 years since its inception, the TBID as an
organization has been successful in developing the San Luis Obispo brand and growing overnight
stays.
The board is requesting proposals from marketing firms/ agencies to conduct the organization’s
overall marketing and branding efforts. Responding firms should have experience in marketing travel
destinations and/or lifestyle brands. The contracted agency will be responsible for creating, managing,
and executing a comprehensive annual plan to support the TBID’s branding, marketing, advertising,
and digital initiatives.
For the purposes of this proposal, the budget for the development of a Marketing Plan and its
execution in fiscal years 2014-16, is considered to be up to $650,000 in fiscal year 2014-15 and up to
$700,000 in fiscal year for 2015-16. However, the City and the TBID Board are seeking proposals for
a marketing plan and reserve the option to contract for the actual execution of the plan with a separate
entity. The proposal should therefore be structured into two phases and/or components:
1. Establishment of Marketing Plan
2. Execution of Marketing Plan
In order to allow for varied agency models to participate in this RFP process, there are a few options to
approach the RFP response including:
• An individual agency may provide a response for the entire scope of services.
• One agency may provide a response for the scope of the services achieved through contracting
work from alternate agencies. These proposals will need to identify the contracting agencies
and the work product they will produce.
• Multiple agencies may collaborate to present a single proposal that includes the full scope of
work. These proposals will need to demonstrate previous projects that have required similar
collaboration and a clear definition of how communication will maximize the partnership of
these companies.
A. Description of Work
1. Establish a comprehensive Marketing Plan, taking into full consideration the TBID’ s
recently published five-year strategic clarity summary (available online). The Marketing
Plan should include but be not limited to the following program components:
• Target Audience & Approach: Define the target audience in accordance with the
strategic clarity summary and establish the approach to successfully inspire travel to
San Luis Obispo.
• Overall Brand Management: Discuss the approach to management and further
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development of the TBID brand platform including Sincerely, California and
ShareSLO. ShareSLO.com brand management would also include the program
management and evolution of the Street Team and other ShareSLO components. This
area would also include representation, coordination, and general support for consumer
and industry tradeshows, conferences, and events.
• Digital Assets including the management, oversight, hosting, content
development/management, and enhancements to SanLuisObispoVacations.com and
ShareSLO.com. The program should include an overall social media strategy including
community blog portal of ShareSLO.com, as well as the approach and promotion of the
monthly targeted e-Newsletters.
Note: The current technical architecture for SanLuisObispoVacations.com and
ShareSLO.com is WordPress and the e-Newsletter is distributed through Campaign
Monitor. Hosting of these sites would be the responsibility of the agency.
• Media/Advertising Planning & Purchasing: In support of the target markets, the
marketing plan should contain a comprehensive media and advertising plan. This plan
should include: online, print, broadcast, social, and co-operative opportunities. The
strategy should also include: Event Marketing (for City sponsored event partnerships),
integration of strategic partnerships in marketing plan, Email Marketing, media
plan/buys/research/optimization, analytics and reporting, SEM/SEO, and content
development.
• Public Relations/Communication Coordination: Public Relations management plan is
not currently required for this proposal; however the proposer is encouraged to provide
a provision for services and description of approach. Note: While, Public Relations is
not currently included in this plan due to the contract partnership though the City with
the SLO Chamber of Commerce, the proposer must be willing to cooperatively work
with the said contractor to coordinate the media commutations with the overall
marketing plan, as needed.
• Industry/Event Partnerships: Define the approach to leverage the TBID relationships
and investments with strategic industry partners (ex. Visit California), local business
and organization (ex. local restaurants) and local special events (ex. SAVOR the
Central Coast) in connection with the strategic clarity summary.
2. Implement the strategies as outlined in the Marketing Plan by utilizing the full marketing
mix as it pertains to tourism related marketing. Planning, developing and implementing
promotional tools on the City and TBID’s behalf that meet the criteria of reaching the
defined target audience considering traditional and new media opportunities. All
campaigns are subject to TBID Board review and approval prior to implementation.
3. Explore cooperative marketing opportunities with strategic partners the Visit San Luis
Obispo County, SLO Wine Association, Chamber of Commerce, Cal Poly, the Downtown
Association, the Arts Community, etc.
4. Establish and maintain an effective working relationship with the TBID Board and
Tourism Manager. Scheduled meetings will normally be on a weekly basis with the
Tourism Manager and monthly basis with the TBID Board. Contractor should provide
input, refine, and adjust marketing objectives and strategies as recommended by the TBID
Board and adopted by Council.
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5. Provide budget management. Pay invoices and account for all such activity conducted on
the City and TBID’s behalf in monthly billing materials.
6. Provide account services such as, but not limited to, marketing concept, design and
production, media buys and placement, account budget and additional services as needed.
Provide status reports on the account budget including standing to date monthly reports.
The agency should indicate whether they intend to collect a flat fee or accept a
commission. If contracted with a flat fee, agencies are required to dedicate the commission
amount to the purchase of additional advertising.
8. Provide the TBID Board with timely, written reports, one week prior to the regular monthly
meeting, which is held the second Wednesday of each month at 10 am, on the status of all
aspects of the marketing campaign. Personally present a monthly report on past activities
and continuation of plan. The reports should encompass:
- Summary of all marketing activities in the reporting period.
- Summary of advertising placed during the reporting period.
- Summary of direct consumer marketing placed during the reporting period.
- Summary of results and responses to materials during the reporting period.
- Examples of materials distributed during the reporting period including proof of
advertising.
- Summary of strategic alliances supported during the reporting period.
- Website statistics and interpretation.
- ShareSLO program activities within the reporting period.
9. Planning and commissioning any research activity that the TBID Board and City Council
may require, including suggestions for and methods of continuing evaluation of the
effectiveness of the commissioned marketing campaign.
10. Coordinating activities of the marketing campaign with the TBID Board and establish
effective working relationships with its members and assigned staff to achieve coordinated
and efficient use of all available resources thus avoiding duplication of efforts with other
city promotional efforts.
11. Provide advertising "fulfillment" services in response to requests for material arising out of
the TBID’s marketing program.
EACH PROPOSAL PACKAGE MUST INCLUDE THE FOLLOWING STATEMENTS AND
INFORMATION TO BE CONSIDERED FOR SELECTION:
1. Statement of the proposed workscope. The workscope should:
• Cover both fiscal years.
• Show cost for each individual component of the proposal.
• Outline implementation of proposed marketing strategies.
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• State the general approach (philosophy) toward marketing the City and its lodging industry
as a leisure, corporate, and group travel destination.
• State the general strategies for achieving the above approach.
• Include a budget for a comprehensive marketing campaign and a fee schedule for services
to be provided.
• Identify the agency program manager and key personnel responsible for the campaign, such
as copy and design/production personnel, and any subcontractors.
2. Resume of professional experience and samples of previous work (presentation of portfolio,
including work for existing clients and evidence of strategic thinking and problem solving
ability will be requested of those proposers who are selected for interviews). These materials
will become the property of the City of San Luis Obispo.
3. A list of three professional references, including names and telephone numbers of current clients.
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B. GENERAL TERMS AND CONDITIONS
PROPOSAL REQUIREMENTS
1. Requirement to Meet All Provisions. Each individual or firm submitting a proposal
(proposer) shall meet all of the terms, and conditions of the Request for Proposals (RFP)
specifications package. By virtue of its proposal submittal, the proposer acknowledges
agreement with and acceptance of all provisions of the RFP specifications.
2. Proposal Submittal. Each proposal must be submitted on the form(s) provided in the
specifications and accompanied by any other required submittals or supplemental materials.
Proposal documents shall be enclosed in an envelope which shall be sealed and addressed to
the Department of Finance, City of San Luis Obispo, 990 Palm Street, San Luis Obispo, CA,
93401. In order to guard against premature opening, the proposal should be clearly labeled
with the proposal title, specification number, name of proposer, and date and time of proposal
opening. No FAX submittals will be accepted.
3. Proposal Withdrawal and Opening. A proposer may withdraw the proposal, without
prejudice, prior to the time specified for the proposal opening, by submitting a written request
to the Director of Finance for withdrawal, in which event the proposal will be returned to the
proposer unopened. No proposal received after the time specified or at any place other than
that stated in the "Notice Requesting Proposals" will be considered. All proposals will be
opened and declared publicly. Proposers or their representatives are invited to be present at the
opening of the proposals.
4. Submittal of One Proposal Only. No individual or business entity of any kind shall be
allowed to make or file, or to be interested in more than one proposal, except an alternative
proposal when specifically requested.
5. Communications. All timely requests for information submitted in writing will receive a
written response from the City. Telephone communications with City staff are not encouraged,
but will be permitted. However, any such oral communication shall not be binding on the City.
CONTRACT AWARD AND EXECUTION
6. Proposal Retention and Award. The City reserves the right to retain all proposals for a
period of 60 days for examination and comparison. The City also reserves the right to waive
non-substantial irregularities in any proposal, to reject any or all proposals, to reject or delete
one part of a proposal and accept the other, except to the extent that proposals are qualified by
specific limitations. See the "special terms and conditions" in Section C of the specifications
for proposal evaluation and contract award criteria.
7. Competency and Responsibility of Proposer. The City reserves full discretion to determine
the competence and responsibility, professionally and/or financially, of proposers. Proposers
will provide, in a timely manner, any and all information which the City deems necessary to
make such a decision.
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8. Contract Requirement. The proposer to whom award is made (Contractor) shall execute a
written contract with the City within ten (10) calendar days after notice of the award has been
sent by mail to it at the address given in its proposal. The contract shall be made in the form
adopted by the City and incorporated in these specifications.
9. Insurance Requirements. The Contractor shall provide proof of insurance in the form,
coverage, and amounts specified in Section E of these specifications within 10 (ten) calendar
days after notice of contract award as a precondition to contract execution.
10. Business License & Tax. The Contractor must have a valid City of San Luis Obispo business
license & tax certificate prior to execution of the contract. Additional information regarding
the City's business license & tax program can be obtained by calling (805)781-7134.
CONTRACT PERFORMANCE
11. Ability to Perform. The Contractor warrants that it possesses, or has arranged through
subcontracts, all capital and other equipment, labor, materials, and licenses necessary to carry
out and complete the work hereunder in compliance with any and all federal, state, county, city,
and special district laws, ordinances, and regulations.
12. Laws to be observed. The Contractor shall keep itself fully informed of and shall observe and
comply with all applicable state and federal laws and county and City of San Luis Obispo
ordinances, regulations and adopted codes during performance of the work.
13. Payment of Taxes. The contract prices shall include full compensation for all taxes which the
Contractor is required to pay.
14. Permits and Licenses. The Contractor shall procure all permits and licenses, pay all charges
and fees, and give all notices necessary.
15. Safety Provisions. The Contractor shall conform to the rules and regulations pertaining to
safety established by OSHA and the California Division of Industrial Safety.
16. Public and Employee Safety. Whenever the Contractor's operations create a condition
hazardous to the public or City employees, it shall, at its expense and without cost to the City,
furnish, erect and maintain such fences, temporary railings, barricades, lights, signs and other
devices and take such other protective measures as are necessary to prevent accidents or
damage or injury to the public and employees.
17. Preservation of City Property. The Contractor shall provide and install suitable safeguards,
approved by the City, to protect City property from injury or damage. If City property is
injured or damaged as a result of the Contractor's operations, it shall be replaced or restored at
the Contractor's expense. The facilities shall be replaced or restored to a condition as good as
when the Contractor began work.
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18. Immigration Act of 1986. The Contractor warrants on behalf of itself and all subcontractors
engaged for the performance of this work that only persons authorized to work in the United
States pursuant to the Immigration Reform and Control Act of 1986 and other applicable laws
shall be employed in the performance of the work hereunder.
19. Contractor Non-Discrimination. In the performance of this work, the Contractor agrees that
it will not engage in, nor permit such subcontractors as it may employ, to engage in
discrimination in employment of persons because of age, race, color, sex, national origin or
ancestry, sexual orientation, or religion of such persons.
20. Work Delays. Should the Contractor be obstructed or delayed in the work required to be done
hereunder by changes in the work or by any default, act, or omission of the City, or by strikes,
fire, earthquake, or any other Act of God, or by the inability to obtain materials, equipment, or
labor due to federal government restrictions arising out of defense or war programs, then the
time of completion may, at the City's sole option, be extended for such periods as may be
agreed upon by the City and the Contractor. In the event that there is insufficient time to grant
such extensions prior to the completion date of the contract, the City may, at the time of
acceptance of the work, waive liquidated damages which may have accrued for failure to
complete on time, due to any of the above, after hearing evidence as to the reasons for such
delay, and making a finding as to the causes of same.
21. Payment Terms. The City's payment terms are 30 days from the receipt of an original invoice
and acceptance by the City of the materials, supplies, equipment, or services provided by the
Contractor (Net 30).
22. Inspection. The Contractor shall furnish City with every reasonable opportunity for City to
ascertain that the services of the Contractor are being performed in accordance with the
requirements and intentions of this contract. All work done and all materials furnished, if any,
shall be subject to the City's inspection and approval. The inspection of such work shall not
relieve Contractor of any of its obligations to fulfill its contract requirements.
23. Audit. The City shall have the option of inspecting and/or auditing all records and other
written materials used by Contractor in preparing invoices to City as a condition precedent to
any payment to Contractor.
24. Interests of Contractor. The Contractor covenants that it presently has no interest, and shall
not acquire any interest direct or indirect or otherwise, which would conflict in any manner or
degree with the performance of the work hereunder. The Contractor further covenants that, in
the performance of this work no subcontractor or person having such an interest shall be
employed. The Contractor certifies that no one who has or will have any financial interest in
performing this work is an officer or employee of the City. It is hereby expressly agreed that,
in the performance of the work hereunder, the Contractor shall at all times be deemed an
independent contractor and not an agent or employee of the City.
25. Hold Harmless and Indemnification. The Contractor agrees to defend, indemnify, protect
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and hold the City and its agents, officers and employees harmless from and against any and all
claims asserted or liability established for damages or injuries to any person or property,
including injury to the Contractor's employees, agents or officers which arise from or are
connected with or are caused or claimed to be caused by the acts or omissions of the
Contractor, and its agents, officers or employees, in performing the work or services herein,
and all expenses of investigating and defending against same; provided, however, that the
Contractor's duty to indemnify and hold harmless shall not include any claims or liability
arising from the established sole negligence or willful misconduct of the City, its agents,
officers or employees.
26. Contract Assignment. The Contractor shall not assign, transfer, convey or otherwise dispose
of the contract, or its right, title or interest, or its power to execute such a contract to any
individual or business entity of any kind without the previous written consent of the City.
27. Termination. If, during the term of the contract, the City determines that the Contractor is not
faithfully abiding by any term or condition contained herein, the City may notify the Contractor
in writing of such defect or failure to perform; which notice must give the Contractor a 10 (ten)
calendar day notice of time thereafter in which to perform said work or cure the deficiency. If
the Contractor has not performed the work or cured the deficiency within the ten days specified
in the notice, such shall constitute a breach of the contract and the City may terminate the
contract immediately by written notice to the Contractor to said effect. Thereafter, neither
party shall have any further duties, obligations, responsibilities, or rights under the contract
except, however, any and all obligations of the Contractor's surety shall remain in full force and
effect, and shall not be extinguished, reduced, or in any manner waived by the termination
thereof. In said event, the Contractor shall be entitled to the reasonable value of its services
performed from the beginning date in which the breach occurs up to the day it received the
City's Notice of Termination, minus any offset from such payment representing the City's
damages from such breach. "Reasonable value" includes fees or charges for goods or services
as of the last milestone or task satisfactorily delivered or completed by the Contractor as may
be set forth in the Agreement payment schedule; compensation for any other work, services or
goods performed or provided by the Contractor shall be based solely on the City's assessment
of the value of the work-in-progress in completing the overall workscope. The City reserves
the right to delay any such payment until completion or confirmed abandonment of the project,
as may be determined in the City's sole discretion, so as to permit a full and complete
accounting of costs. In no event, however, shall the Contractor be entitled to receive in excess
of the compensation quoted in its proposal.
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D. SPECIAL TERMS AND CONDITIONS
1. Proposal Content. Your proposal must include the following information:
Submittal Forms
a. Proposal Submittal Form.
b. References from at least three firms for whom you have provided similar services.
c. Statement of Contract Disqualifications.
General Information
d. Description of your approach to completing the work.
e. Experience of your firm in performing similar services.
f. Warranties or guarantees that you would provide to the City regarding your
performance in completing the work.
g. Resumes of the individuals that would be assigned to this project.
h. Hourly billing rates for staff to be assigned to this project, if appropriate.
i. Proposed compensation and payment schedule.
j. Any other information that would assist us in making this contract award decision.
Proposal Length and Copies
k. Proposals should not exceed 40 pages, including attachments and supplemental
materials.
l. 10 (ten) copies of the proposal must be submitted.
2. Proposal Evaluation and Selection. Proposals will be evaluated by a review committee
based on the following criteria:
a. Understanding of the work required by the City and the TBID Board.
b. Quality and nature of proposed programs to be implemented for marketing services.
(Innovative concepts and alternative approaches are desirable.)
c. Proposer’s experience in marketing services, which may include services to tourism
agencies.
d. Recent experience in successfully performing similar services.
e. Proposed approach in completing the work.
f. References.
g. Background and related experience of the specific individuals to be assigned to this
project.
h. Proposed compensation.
As reflected above, contract award will not be based solely on price, but on a combination of
factors as determined to be in the best interest of the City and the TBID. After evaluating the
proposals and discussing them further with the finalists or the tentatively selected contractor,
the City reserves the right to further negotiate the proposed work and/or method and amount of
compensation.
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3. Proposal Review and Award Schedule. The following is an outline of the anticipated
schedule for proposal review and contract award:
Issue RFP 12/16/13
Pre-proposal conference 1/9
Receive proposals 1/31
Complete proposal evaluation 2/3-14
Conduct finalist interviews 2/24-3/7
TBID Contract Recommendation 3/12
City Council Award contract 5/6
Execute contract 5/30
4. Contract Term. The services identified in these specifications will be used by the City
between July 1, 2014 and June 30, 2016. The prices quoted for these items must be valid for
the entire period indicated above unless otherwise conditioned by the proposer in its proposal.
Upon the mutual agreement of both parties, the contract may be extended for up to an
additional two, two-year terms.
5. Contractor Invoices. The Contractor shall deliver a monthly invoice to the City, with
attached copies of work order forms and/or detail invoices. Invoices have to be accompanied
by proof of copy for all print advertising.
6. Submittal of References. Each proposer shall submit a statement of qualifications and
references on the form provided in the RFP package.
7. Statement of Contract Disqualifications. Each proposer shall submit a statement
regarding any past governmental agency bidding or contract disqualifications on the form
provided in the RFP package.
8. Ownership of Materials. All original drawings, plan documents and other materials prepared
by or in possession of the Contractor as part of the work or services under these specifications
shall become the permanent property of the City, and shall be delivered to the City upon
demand.
9. Release of Reports and Information. Any reports, information, data, or other material given
to, prepared by or assembled by the Contractor as part of the work or services under these
specifications shall be the property of City and shall not be made available to any individual or
organization by the Contractor without the prior written approval of the City.
10. Copies of Reports and Information. If th e City requests additional copies of reports,
drawings, specifications, or any other material in addition to what the Contractor is required to
furnish in limited quantities as part of the work or services under these specifications, the
Contractor shall provide such additional copies as are requested, and City shall compensate the
Contractor for the costs of duplicating of such copies at the Contractor's direct expense.
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AGREEMENT
THIS AGREEMENT is made and entered into in the City of San Luis Obispo on this day of
, by and between the CITY OF SAN LUIS OBISPO, a municipal corporation, hereinafter referred to as City, and
[ ], hereinafter referred to as Contractor.
W I T N E S S E T H:
WHEREAS, on December 16, 2013 City requested proposals for Marketing services for the City of San Luis
Obispo lodging industry per Specification No. 91275;
WHEREAS, pursuant to said request, Contractor submitted a proposal which was accepted by City for said
services;
NOW THEREFORE, in consideration of their mutual promises, obligations, and covenants hereinafter contained,
the parties hereto agree as follows:
1. TERM. The term of this Agreement shall be from the date of this Agreement is made and entered, as
first written above, until June 30, 2016. By mutual agreement of both parties, the term of this Agreement may be extended
twice for an additional two years.
2. INCORPORATION BY REFERENCE. City Specification No. 91275 and Contractor's proposal dated
[ ], are hereby incorporated in and made a part of this Agreement.
3. CITY'S OBLIGATIONS. For providing services as specified in this Agreement, City will pay and
Contractor shall receive therefore compensation in a total sum not to exceed [$650,000 for 2014-15 and [$700,000] for
2015-16.
4. CONTRACTOR'S OBLIGATIONS. For and in consideration of the payments and agreements
hereinbefore mentioned to be made and performed by City, Contractor agrees with City to provide services as described in
Exhibit A attached hereto and incorporated into this Agreement.
5. AMENDMENTS. Any amendment, modification, or variation from the terms of this Agreement shall be
in writing and shall be effective only upon approval by the Council of the City.
6. COMPLETE AGREEMENT. This written Agreement, including all writings specifically incorporated
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herein by reference, shall constitute the complete agreement between the parties hereto. No oral agreement, understanding,
or representation not reduced to writing and specifically incorporated herein shall be of any force or effect, nor shall any
such oral agreement, understanding, or representation be binding upon the parties hereto.
7. NOTICE. All written notices to the parties hereto shall be sent by United States mail, postage prepaid by
registered or certified mail addressed as follows:
City City Clerk
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
Contractor [ ]
[ ]
[ ]
[ ]
8. AUTHORITY TO EXECUTE AGREEMENT. Both City and Contractor do covenant that each
individual executing this agreement on behalf of each party is a person duly authorized and empowered to execute
Agreements for such party.
IN WITNESS WHEREOF, the parties hereto have caused this instrument to be executed the day and year first
above written.
ATTEST: CITY OF SAN LUIS OBISPO,
A Municipal Corporation
By:
City Clerk Jan Howell Marx, Mayor
APPROVED AS TO FORM: CONTRACTOR
By:
City Attorney
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INSURANCE REQUIREMENTS: Consultant Services
The Contractor shall procure and maintain for the duration of the contract insurance against claims for injuries to persons or
damages to property which may arise from or in connection with the performance of the work hereunder by the Contractor,
its agents, representatives, employees, or subcontractors.
Minimum Scope of Insurance. Coverage shall be at least as broad as:
1. Insurance Services Office Commercial General Liability coverage (occurrence form CG 0001).
2. Insurance Services Office form number CA 0001 (Ed. 1/87) covering Automobile Liability, code 1 (any auto).
3. Workers' Compensation insurance as required by the State of California and Employer's Liability Insurance.
4. Errors and Omissions Liability insurance as appropriate to the consultant's profession.
Minimum Limits of Insurance. Contractor shall maintain limits no less than:
1. General Liability: $1,000,000 per occurrence for bodily injury, personal injury and property damage. If
Commercial General Liability or other form with a general aggregate limit is used, either the general aggregate
limit shall apply separately to this project/location or the general aggregate limit shall be twice the required
occurrence limit.
2. Automobile Liability: $1,000,000 per accident for bodily injury and property damage.
3. Employer's Liability: $1,000,000 per accident for bodily injury or disease.
4. Errors and Omissions Liability: $1,000,000 per occurrence.
Deductibles and Self-Insured Retentions. Any deductibles or self-insured retentions must be declared to and approved by
the City. At the option of the City, either: the insurer shall reduce or eliminate such deductibles or self-insured retentions as
respects the City, its officers, officials, employees and volunteers; or the Contractor shall procure a bond guaranteeing
payment of losses and related investigations, claim administration and defense expenses.
Other Insurance Provisions. The general liability and automobile liability policies are to contain, or be endorsed to
contain, the following provisions:
1. The City, its officers, officials, employees, agents and volunteers are to be covered as insured as respects: liability
arising out of activities performed by or on behalf of the Contractor; products and completed operations of the
Contractor; premises owned, occupied or used by the Contractor; or automobiles owned, leased, hired or borrowed
by the Contractor. The coverage shall contain no special limitations on the scope of protection afforded to the
City, its officers, official, employees, agents or volunteers.
2. For any claims related to this project, the Contractor's insurance coverage shall be primary insurance as respects
the City, its officers, officials, employees, agents and volunteers. Any insurance or self-insurance maintained by
the City, its officers, officials, employees, agents or volunteers shall be excess of the Contractor's insurance and
shall not contribute with it.
3. Any failure to comply with reporting or other provisions of the policies including breaches of warranties shall not
affect coverage provided to the City, its officers, officials, employees, agents or volunteers.
4. The Contractor's insurance shall apply separately to each insured against whom claim is made or suit is brought,
except with respect to the limits of the insurer's liability.
5. Each insurance policy required by this clause shall be endorsed to state that coverage shall not be suspended,
voided, cancelled by either party, reduced in coverage or in limits except after thirty (30) days' prior written notice
by certified mail, return receipt requested, has been given to the City.
Acceptability of Insurers. Insurance is to be placed with insurers with a current A.M. Best's rating of no less than A:VII.
Verification of Coverage. Contractor shall furnish the City with a certificate of insurance showing maintenance of the
required insurance coverage. Original endorsements effecting general liability and automobile liability coverage required by
this clause must also be provided. The endorsements are to be signed by a person authorized by that insurer to bind
coverage on its behalf. All endorsements are to be received and approved by the City before work commences.
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REFERENCES
Number of years engaged in providing the services included within the scope of the specifications under the present
business name: .
Describe fully the last three contracts performed by your firm which demonstrate your ability to provide the services
included with the scope of the specifications. Attach additional pages if required. The City reserves the right to contact
each of the references listed for additional information regarding your firm's qualifications.
Reference No. 1
Customer Name
Contact Individual
Telephone & FAX number
Street Address
City, State, Zip Code
Description of services provided
including contract amount, when
provided and project outcome
Reference No. 2
Customer Name
Contact Individual
Telephone & FAX number
Street Address
City, State, Zip Code
Description of services provided
including contract amount, when
provided and project outcome
Reference No. 3
Customer Name
Contact Individual
Telephone & FAX number
Street Address
City, State, Zip Code
Description of services provided
including contract amount, when
provided and project outcome
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STATEMENT OF PROPOSER'S PAST CONTRACT DISQUALIFICATIONS
The proposer shall state whether it or any of its officers or employees who have a proprietary interest in it, has ever been
disqualified, removed, or otherwise prevented from bidding on, or completing a federal, state, or local government project
because of the violation of law, a safety regulation, or for any other reason, including but not limited to financial difficulties,
project delays, or disputes regarding work or product quality, and if so to explain the circumstances.
1. Do you have any disqualification as described in the above paragraph to declare?
Yes No
2. If yes, explain the circumstances.
Executed on at
I declare, under penalty of perjury of the laws of the State of California, that the foregoing is true and correct.
_________________________________________
Signature of Authorized Proposer Representative
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PROPOSAL SUBMITTAL FORM
The undersigned declares that she or he has carefully examined Specification No. 91275, which is hereby
made a part of this proposal; is thoroughly familiar with its contents; is authorized to represent the proposing
firm; and agrees to perform the specified work for the following cost quoted in full:
Description of Activity 2014-15 2015-16
TOTAL $ $
Certificate of insurance attached; insurance company’s A.M. Best rating: __________________.
Firm Name and Address
Contact Phone
Signature of Authorized Representative
Date
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