REQUEST FOR QUALIFICATIONS RFQual1404C540CE140011 Branding & Marketing Services for the Southlake Community Recreation Center 1. INTRODUCTION The City of Southlake is seeking qualifications from professionals to provide branding and marketing services for a soon to be developed $46.5 million community facility. The facility will be developed in two phases. The initial phase will include an events hall, conference/meeting spaces, club lounge, catering kitchen, outdoor amphitheater, and senior center. The second phase will include spaces for exercise and fitness, athletic performance training, aquatics, indoor playground, gymnasium, party rooms and multipurpose classrooms. The City envisions a firm that has both the potential to serve the immediate brand identity needs of the facility and the ongoing day-to-day marketing support over the next two to three year period. The proposed brand identity should define Southlake s strengths and assets, and present an effective, professional brand, that gives the facility a stronger and more viable image as it markets to attract resident and non-resident memberships, private functions, weddings, and corporate events and meetings. 2. ABOUT SOUTHLAKE Southlake is located in the heart of Northeast Tarrant County within the Dallas - Fort Worth Metroplex, approximately 5 miles northwest of DFW airport. The City consists of 21 square miles and has approximately 27,000 residents. Located within 20 miles of downtown Dallas and downtown Fort Worth, Southlake is a vibrant, attractive, safe, healthy and fiscally sound community that epitomizes both economic and environmental sustainability. We offer quality neighborhoods and a high standard of living, with abundant opportunities for learning, shopping, working, recreation and enjoyment of parks and open spaces. Southlake quality 1
of life is among the highest in the region due to its safe neighborhoods, community programs and excellent schools. Southlake has consistently been ranked as one of the best places to live by D Magazine and Fort Worth Magazine. The Dallas Business Journal reported on a 2012 quality of life study by On Numbers in which Southlake was listed as the top DFW city and third among 1,145 cities throughout the southern United States. In 2013, the Dallas Morning News reported Southlake as one of the Best Neighborhoods in DFW, with an overall rating of five stars. Southlake grew by 205 percent between 1990 and 2000, one of the highest population growths in Texas during that time. Although still robust, growth has slowed in recent years. The ultimate build-out population, estimated at 35,000 could be reached by 2030. Southlake has become a premier community in the Dallas-Fort Worth metropolitan area. The City s dedication to quality development, sound fiscal policies and effective strategic management has made it an exemplary community. These attributes have led to the development of several high quality facilities within the City such as Town Hall, Department of Public Safety (DPS) Headquarters, Bicentennial Park, Bob Jones Nature Center & Preserve, North Park, and more recently, the DPS North facility. 3. PROJECT BACKGROUND A Community Recreation Center to meet the needs of Southlake citizens has been a priority in the Parks Master Plan since 1996. The Community Recreation 2
Center was also ranked as one of the top priorities in the 2009, 2011 and 2013 Citizen Surveys. In August 2009, the City Council, Southlake Parks Development Corporation (SPDC) and Parks and Recreation Board made the development of a potential Multipurpose Community Facility their number one priority for the FY 2010 SPDC Capital Improvements Program. Staff was directed to complete a feasibility study for a Multipurpose Community Facility that could potentially include a recreation center, senior center, library and cultural arts facility. During the feasibility study process, City Council narrowed the scope of the facility to a Community Recreation Center. The development of a Community Recreation Center was included as a recommendation in the Southlake 2030 Parks, Recreation & Open Space/Community Facilities Master Plan which was adopted by City Council in March 2013. In August 2013, the City Council officially approved the schematic design of a Community Recreation Center with a phased development and construction approach. Phase 1 of the facility is currently under design development and will start construction in August 2014. Components of Phase 1 of the project include a large events hall, conference/meeting spaces, club lounge, catering kitchen, outdoor amphitheater, and senior center. Phase 2 will include spaces for exercise and fitness, athletic performance training, aquatics, indoor playground, gymnasium, indoor walk/jog track, party rooms, child watch, and multipurpose classrooms. Phase 2 of the facility requires additional funding and in May 2015, Southlake residents will vote to approve the creation of a new sales tax district to help support the project. If approved, design on Phase 2 will begin Summer 2015 with construction beginning Fall 2016, followed by an anticipated opening in early 2018. The facility will be located in the southwest corner of Bicentennial Park, the City s premier park facility. It is one of Southlake s largest parks and features baseball complexes, Liberty Gardens, and the Southlake Tennis Center. Additional improvements at Bicentennial Park are currently underway and include a 1.3 acre playground, the Texas Rangers Miracle League Field, a large baseball field, new concession/restroom facility, enhancements to the original baseball 4-plex, park boulevard connection to White Chapel Blvd., new Parks Division office, and enhanced landscaping, irrigation, trails and parking. 4. PURPOSE Through the Request for Qualifications process, the City intends to review the qualifications of interested firms and interview up to five (5) firms. The City will then select one (1) firm to begin negotiations. These negotiations will lead to a 3
formal proposal submitted by the selected firm and forwarded to the Southlake City Council for consideration. The anticipated review schedule is as follows: RFQ Release April 30, 2014 1 st Published Advertisement of RFQ May 1, 2014 2 nd Published Advertisement of RFQ May 8, 2014 RFQ Submittal Deadline May 20, 2014 @ 12:00pm Notification of Short-List Week of May 26, 2014 Short List Interviews Week of June 2, 2014 Notify Finalist June 6, 2014 City Council Consideration & Award of Contract June 17, 2014 5. SCOPE OF SERVICES Branding The selected consultant will conduct the needed research and work with city staff to create, present and execute ideas/concepts for the facility brand identity and subsequent template materials including guidelines for long-term use. The brand identity should be congruent with the overall brand image of the City and Bicentennial Park. The brand identity should be appropriate for both Phase 1 and Phase 2 of the facility, including all unique components and uses. Anticipated deliverables include: Potential name(s) for the facility Visual image and expression of brand, platform and promise Message and tag line(s) Recommended website look and collateral material development but not production Communications Plan Marketing A marketing campaign is required to help promote, advertise and sell the various components of the facility. The consultant will work with city staff to develop the marketing plan elements required for the facility including: Advertising Print materials (brochures, guides, information packets, etc.) Promotional Items Tradeshow Booth Video (raw and edited formats) Visual aids for presentations Web content 4
All marketing plan elements should be made available to the City in an online and print format that is compatible for use on the City s website, social media platforms and print materials. Additional Scope of Services In addition to the branding and marketing services described above, the consultant will also be required to assist city staff with the development of communication materials related to the proposed May 2015 sales tax district election to include: Print materials Visual aids for presentations Video (raw and edited formats) Web content Copywriting services Due to timing of the election, this piece of the action plan will be required before the consultant starts development of marketing plan elements for the facility. Required Deliverables 1) Brand action plan which addresses the required components (branding and marketing) including priorities, timeline and implementation strategy 2) Brand story and message 3) Style guide 4) Key messages for individual audiences 5) Design concepts for various applications, including but not limited to web, print, advertising, signage, etc. 6) Accountability plan which measures the success of the branding project 6. SUBMISSION REQUIREMENTS To simplify evaluation and to assure that each submittal receives the same orderly consideration; all submittals are to follow the format described in this section. Respondents are encouraged to submit concise and clear responses to the RFQ. All proposals shall be divided into the following content parts: Part 1 - Letter of Interest and Executive Summary Provide a letter explaining your interest and understanding of the project. Include an Executive Summary summarizing your firm's relevant qualifications and experience. The length of the Letter and Executive Summary shall be brief, no more than two (2) pages. 5
Part 2 - Respondent Profile, History, Flowchart and Organizational Chart with Staff Profiles Provide the following information relative to your firm: (If you intend to subcontract some of the proposed work to another firm, similar information must be provided for each subcontractor). a. List firm name and business address, including telephone number, email address and facsimile numbers b. Indicate the year your firm was established and type of firm c. Provide names, addresses and Curriculum Vitae for your firm's key personnel that will be involved in this project Part 3 - Experience in Providing Branding and Marketing Services for Similar Facilities Provide a complete list of all relevant experience, including names and locations of projects. Provide examples of similar projects that were successfully executed. Part 4 References Provide names, addresses and phone numbers of 4 to 7 references that would be capable of explaining and confirming your firm's capacity to successfully complete the project. Part 5 Philosophy Briefly describe the process of how your firm has approached similar projects and how you would approach this project. Part 6 Project Implementation / Timeline Provide a proposal showing the estimated timeline for the services. Part 7 Miscellaneous Include any miscellaneous information that you feel is relevant to your submittal. 7. EVALUATION FACTORS Emphasis Factor 20% Demonstrated experience of firm in completing similar projects 20% Qualifications and experience of the professional personnel assigned to project 20% Understanding of project goals and objectives 10% Fit of consultant s methodology on similar projects to Southlake s values 10% Consultant's capability to meet time and project budget requirements 10% Creativity of consultant 10% References 6
8. SUBMITTALS Firms must submit all requested information contained herein in the format as requested. Firms shall provide a cover letter and submittals shall be in 8-1/2" X 11" format with 11"X17" foldouts, if applicable. The applicant must submit six (6) copies and an electronic copy, preferably in Adobe Reader format (.pdf). 9. CONTACT INFORMATION AND QUESTIONS The following shall be the contact person(s) for the project: Candice Edmondson, Deputy Director of Community Services 1400 Main Street, Suite 210 Southlake, Texas 76092 (817) 748-8311 cedmondson@ci.southlake.tx.us Jenni McClure, Events & Marketing Coordinator 1400 Main Street, Suite 210 Southlake, Texas 76092 (817) 748-8611 jmcclure@ci.southlake.tx.us All questions regarding the RFQ shall be sent via email to cedmondson@ci.southlake.tx.us and all questions and answers will be posted at www.cityofsouthlake.com. Firms submitting questions will not be identified. 10. SUBMITTAL DEADLINE The statement of qualifications must be received by the City of Southlake by Tuesday, May 20, 2014 at 12:00 P.M. CST. Qualifications should be submitted to the following address: City of Southlake City Secretary's Office 1400 Main Street, Suite 270 Southlake, Texas 76092 11. ORGANIZATIONAL VALUES The selected firm is expected to conduct business in a manner consistent with the City's organizational values. 7
Organizational Values Values are the fundamental principles that guide how members of the organization conduct themselves in pursuit of the mission and vision of the organization. Together, the values provide an ethical framework for decision making and action. In 2005 as the City Council was working on creating a strategic direction with city staff they brainstormed a series of value statements that they wanted the city organization to adhere to. After further discussing these statements and pairing them down to a select few they drafted values definitions. Those agreed values are shown below: SOUTHLAKE VALUES: INTEGRITY INNOVATION ACCOUNTABILITY COMMITMENT TO EXCELLENCE TEAMWORK Being worthy of the public's trust in all things. We deal honestly and respectfully with each other and the public at all times. Valuing progressive thinking, creativity, flexibility and adaptability in service delivery. Taking personal responsibility for our actions or inaction while putting the interests of the taxpayer first. Behaving responsively in our delivery of service to the public. Our work is characterized by its quality and by the diligence with which it is carried out. We proactively seek to solve problems in advance. Recognizing the importance of working together to meet our citizen's needs, communicating clearly, sharing resources and information freely. Since these values were adopted in 2005, they have become the banner statement for what is expected of our City Council members, city employees, as well as all other city volunteers. To serve as a constant reminder to us these statements are posted throughout all of our work. From City Council presentations, to agendas and memos, to employee training one would be hard pressed to not understand what the City of Southlake is all about. 8