SPONSORSHIP VALUE ANALYSIS
The Board of Directors of Balboa Park Celebration, Inc. (BPCI) seeks consultant services to help establish sponsorship values for the 100thAnniversary celebration of the 1915 Panama California Exposition to be held in San Diego’s Balboa Park.
This Request for Proposals (RFP) provides background on the desired services, describes the form and content of submissions and provides the criteria on which submissions will be evaluated.
Balboa Park Celebration, Inc. (BPCI) is a nonprofit public benefit corporation primarily organized to manage, fund, and present a 100thAnniversary celebration of the 1915 Panama California Exposition in San Diego’s Balboa Park. The event is titled EDGE2015.
EDGE2015 is anticipated to begin December 31, 2014 and run through December 31, 2015. It is intended to raise the profile of San Diego as an innovative, cultural, and dynamic city. It will boost the short, medium, and long-term economy of the San Diego region and be a significant event in the life of the City.
While the Celebration will center on Balboa Park, ties will be established to business and cultural activities throughout the region. For this RFP, the focus is primarily but not exclusively on Balboa Park.
Currently,Balboa Park hosts about 10 million visitors a year, about 60 percent of whom visit the Zoo and 40 percent the balance of the Park. In 2015, the total number of Park visitors is expected to increase significantly. Some periods will see more daily visitors – notably between Memorial Day and Labor Day – than at other times of the year, but large crowds are expected throughout the 12 month Celebration.
Many important cultural institutions are located in Balboa Park, including the Natural History Museum, the Mingei International Museum,the History Center, the Museum of Photographic Arts, the Hall of Champions, the Air and Space Museum, etc. Each of these institutions is planning special exhibits, displays, and programming to run during the 2015 Centennial Celebration. The physical areas outside these cultural institutions – including open spaces, plazas, and currently-designated parking areas – will be used for programs and activities produced and operated by entities other than the Park’s cultural institutions.
This RFP seeks consultant services that will, in a logical and systematic manner, forecast attendance and revenues, estimate economic and fiscal impacts, and provide a background to and a formula for monetizing the value of sponsorships that will be sought for EDGE2015.
C. SCOPE OF WORK
There are five aspects to the scope of work:
1. Attendance Analysis
Attendance forecasts are necessary to provide a basis for financial planning. The consultant will look at comparable events and their demonstrated attendance and per capita expenditures, existing attendance and expenditure patterns in Balboa Park and its institutions, and the market distinctions that drive these numbers. Based upon a market analysis of the event and site, available resident and tourist market segments, and the experience of comparable events, a total annual attendance should be projected.
While the target attendance estimate is prepared, the consultant should also conduct a sensitivity analysis to bracket the potential attendance range, based on different assumptions regarding market penetration, marketing investment, programming, etc.
2. Design Day and Physical Planning Parameters
Information will be provided the consultant regarding the anticipated programming, target marketing, and commitment and resources devoted to promotion and marketing. Using this information, the consultant should estimate annual, design-day, and design-day/peak hour / in grounds attendance. This information must be coordinated with work being done on physical planning parameters for key visitor areas, parking, and other related facilities.
3. Revenue Forecasting
Once attendance is estimated, the consultant is expected to determine potential per capita expenditures to estimate visitor-generated revenues that may be derived directly and indirectly from EDGE2015, based on the experience of similar events and the market context. To the extent relevant, visitor expenditures by category should be identified.
This task should also include an analysis of ticket pricing and mix of ticket types. While not necessarily a gated event, there are models for ticketing passes that enable entrance to different packages of institutions, pavilions, and performances.
4. Economic and Fiscal Impact Analysis
Based on estimated expenditures, operating costs and capital investments made for EDGE2015, the consultant will estimate the economic impact (change in aggregate demand, jobs, and wages from direct, indirect, and induced impacts) to the region, and potential net fiscal impacts (fiscal revenues from TOT, sales tax, etc. less fiscal costs) to the City attributable to the Celebration. These estimates are understood as gross estimates and net of transfers.
5. Sponsorship Models and Strategies
Based on the information collected as well as employing the consultant’s own experience with similar special events in California, the United States, and internationally, a series of models for event sponsorship will be described and detailed for EDGE2015. In addition, strategies for the application of these models with local, national, and international interests are to be provided by the consultant.
D. Special Considerations
Park Alteration – In developing events for EDGE2015, no permanent structures can be created nor permanent alterations made to the visible portions of Balboa Park, even if the alterations represent an improvement to existing conditions in the Park. Following the conclusion of the 2015 Celebration, all public portions of the Park must be returned to their pre-event status.
Project Duration – Completing the scope of work described in this RFP should take no more than 120 days from the start of the work effort.
E. Submittal Requirements
Responses to this RFP shall include the following materials. The Board of BPCI reserves the right to request additional information during the evaluation of responses and to reject any or all responses.
1. Cover Letter
Identify the lead consulting firm and subcontractors, if any. Specify the responsibility of the subcontractors.
Include the name, address, email address and telephone number of the individual with authority to contractually bind the firm. Identify the person(s) who may be contacted by the BPCI CEO or his agent during the evaluation and selection process.
Submittals must be signed by individuals authorized to bind the respondent to all terms and conditions of the submittal.
2. Narrative Proposal
Describe how your firm would approach each of the five tasks identified, specifying the steps, processes, interactions, timing, and/or special considerations that are part of each task. Describe in detail the work product(s) that result from each task.
If changes are proposed to anything identified in the Scope of Work, above, please state it in this section and provide the rationale.
3. Consultant Aptitude and Experience
4. Timeline Estimate
Provide a schedule and timeline for completing each task, identifying times of meetings and when deliverables will be provided.
Identify the total fee associated with the work, broken out by task.
Inasmuch as BPCI is a non-profit 501(c)(3) organization, if special non-profit rates are applicable to this work effort, it should be so stated. In addition, please indicate the difference between the firm’s standard rates and the rates being applied to this project as well as the total savings resulting from the application of the firm’s non-profit rates.
Include a resume for each team member, specifying activities/responsibilities.
F. Submittal Format & Deadline
Response must be clearly organized and collated consistent with the order of the Submittal Requirements outlined above.
Submittals should be emailed to KSoto@sandiego.org with the subject line stating: “EDGE2015 Sponsorship Value Analysis.”
Questions regarding this RFP should be directed to email@example.com February 8, 2013.
Proposals must be received no later than 4:00 p.m. PDT on Friday, February 22, 2013.
G. Selection Process & Criteria
A panel appointed by BPCI will review and evaluate the applications utilizing the following selection criteria:
Respondents to this RFP are cautioned NOT to contact elected officials or members of the BPCI regarding the selection process. Inappropriate efforts to lobby or influence individuals or organizations involved in this selection may result, at the BPCI’s sole discretion, in dismissal from further considerations.
H. Selection Schedule
The selection schedule is tentatively set as follows:
Balboa Park Celebration, Inc. is an Equal Opportunity Employer who values workplace diversity.
BCPI is funded, in part, by the City of San Diego.