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HomeMy WebLinkAboutC29390 - Mrkting & Design Svcs at Desert Willow Resort Contract No. C29390 CITY OF PALM DESERT STAFF REPORT REQUEST: AUTHORIZATION TO NEGOTIATE A PROFESSIONAL SERVICES AGREEMENT WITH BLUE MOON ADVERTISING IN AN AMOUNT NOT-TO-EXCEED $57,000 FOR PROFESSIONAL MARKETING AND DESIGN SERVICES AT THE DESERT WILLOW RESORT SUBMITTED BY: Martin Alvarez, Redevelopment Manager Richard Mogensen, General Manager, Desert Willow Golf Resort CONTRACTOR: Blue Moon Advertising 5040 Shoreham Place, Suite 100 San Diego, CA 92122 DATE: December 10, 2009 CONTENTS: Draft Agreement for Professional Services Request for Proposals Recommendation By Minute Motion: 1. Authorize the City Manager to negotiate an Agreement for Professional Services with Blue Moon Advertising in an amount not-to-exceed $57,000; and 2. Authorize the Mayor to execute the Agreement. Funds are available in the Desert Willow Fiscal Year 2009/2010 Operating Budget, Fund 520. Backctround Desert Willow Golf Resort's current marketing contract with Full Gallopp Marketing has expired. The City's marketing staff worked with KemperSports in developing a Request for Proposals (RFP) for marketing and design services at the Desert Willow Resort. On October 28, 2009, Desert Willow staff issued the RFP, and a total of 12 RFPs were submitted. KemperSports management and Agency staff reviewed the RFPs, and identified four qualified candidates to be interviewed. On November 24, 2009, the four candidates were given the opportunity to present to a committee that included KemperSports and Staff Report Approve Professional Services Agreement with Blue Moon Advertising at Desert Willow December 10, 2009 Page2of2 Agency staff. The Committee chose Blue Moon Advertising based on their qualifications, work experience, presentation, and cost proposal. Blue Moon Advertising, San Diego, California, has extensive golf resort advertising and marketing experience, and displays a quality product which will enhance the image and marketing programs of the Desert Wiltow Golf Resort. Blue Moon's professional services fees are within the current industry standard for a company of similar size and scope of services requested. The proposed contract is for a period of one year. If Blue Moon Advertising is awarded the contract, they can begin work in January 2010. Staff recommends that the City Council authorize staff to finalize the professional services agreement for marketing and design services at the Desert Willow Golf Resort, and allow the Mayor to execute the contract in an amount not-to-exceed $57,000 ($4,750/month). Fiscal Analvsis Funds are available in the FY 2009/2010 Desert Willow Operational Budget, thus there is no impact to the General Fund. Submitted By: ��7�,f f CtTY COUNCIL AC,T�ON APPROVED � DENtED ' � ECEIVED OTHER artin Alvarez, Redevelopment Mgr. MEETI G DATE AYES: �' �� � ����t�. Department Head: NOES: ABSENT: �-e- ' � Ai3STA1N: ERIFIED BY: � sti McCarthy, ACM fo e evelopmep�-iginal on File with Ci � lerk's Office Paul S. Gibson, Finance Director App I: � �� � J n . Wohlmuth, City Manager G:\rda\Martin Alvarez\2009\SR\DW Marketing Agmnt 12-10-09.doc ADVERTISING DRAFT Agency of Record Agreement Desert Willow Golf Resort, KemperSports (Client) hereby agrees to enter into a contract agreement for a period of 12 months from 12/21/2009 to 12/20/10 (with an option for a 1 year renewal) to hire Blue Moon Advertising(Agency) as their advertising agency of record. A sixty-day written notice is required to change and/or cancel this agreement by either party after the first 12 months. Agency and Client agree to the following terms and conditions, as well as any terms and conditions outlined in Agency's estimates, media charts and/or invoices. Client also authorizes Agency to produce tangible personal property for your account from time to time as approved by Client. In producing the finished products, it is expressly understood that all materials purchased by Agency to complete the property to be produced, passes to Client at the time of purchase and prior to any use by Agency. Such materials may include, but are not limited to: artwork, illustrations, photography, typography, Photoshop, film work, scans, Photostats and prints, dies and other materials needed to prepare the finished product. It is understood and agreed that Agency will be acting as the exclusive advertising agency of record. As such, Agency is authorized to contact and employ third-party advertisers in various mediums including print, radio, television, billboard or internet as agreed upon by the parties or deemed advisable by Agency in its representative capacity. It is agreed that Agency will be paid a monthly Agency Service fee $4750.00 payable to the agency on the 21 st of each month. All outside work, such as, but not limited to printing, photography, illustrations for example will be billed to client direct at net amounts. Any additional agency costs will be estimated in advance for client approval as outlined in the RFP. Client specifically holds harmless and indemnifies Agency for any and all advertising costs as a result of any placement of advertising by Agency with any medium or third party. Client agrees to pay all invoices for such advertising medium or third party thorough Agency only and may not directly contact or pay the advertising medium. It is expressly understood that Agency takes no financial responsibility for any and all materials or media placed, and the only credit being established is that of the client. Invoices for all work performed by Agency whether for advertising placement, creative design, internet or other work shall be billed to the Client as incurred. Unless objected to in writing within a period of ten days, all invoices submitted by Agency will be deemed conclusive of the work performed, approval of the quality of the work shall be conclusive of the amount owed to Agency for such services. Client agrees to pay Agency within 30 days of receipt of invoices. Agency of Record Agreement � Client agrees that all design work, creations including but not limited to: advertising, internet, business cards, stationary, billboards, or other medium shall be the exclusive work and property of Agency until invoices for such work are paid in fu1L Client agrees not to utilize any such design work in the event payrnent to Agency is not made in full, in a timely manner. Customer agrees that the design work of Agency constitutes proprietary work to which Agency is entitled to a temporary restraining order or injunctive relief, without posting a bond to prohibit Client from utilizing such design work without payment to Agency. If the above meets with your approval, we would appreciate your signing this letter and returning it to us. Sincerely, �� ���.�����,, DRAFT Edward Rubenstein President Accepted: By: Signature Name Company: Desert Willow Golf Resort, KemperSports Title: Date: Blue Moon Advertising, Inc. 5040 Shoreham Place, Suite 100 San Diego, CA 92122 P: 858.202.0400 * F: 858.551.9176 Agency of Record Agreement 2 � : ,� ��'��1��e � �l�� W C,oli'Kesort Desert Willow Golf Resort � 38-995 Desert Willow Drive Palm Desert, California 92260 760-346-7060 Request for Proposals (RFP) Professional Marketing and / Design Services (Agency) OCTOBER 28, 2009 Overview Desert Willow Golf Resort is a world-class public premium municipal golf facility located in Palm Desert, CA and managed by KemperSports. Desert Willow features 36 holes of championship golf designed by Dr. Michael Hurdzan, Dana Fry, and tour consultant, John Cook. In addition to being awarded four and a half Stars by Golf Digest's "Best Places You Can Play in 2008/2009," Desert Willow also boasts a 33,000 square foot clubhouse offering a spectacular setting and endless views for weddings, receptions, parties, special events, and restaurant and bar guests. Desert Willow Golf Resort is also home to the Palm Desert Golf Academy, the leader in junior golf advancement. RESORT DATE OPENED: February 1997 OWNERSHIP: The City of Palm Desert MANAGEMENT COMPANY: KemperSports COURSE INFORMATION: Firecliff and Mountain View Golf Courses TOTAL ROUNDS ANNUALLY: 80,000-92,000 WEBSITE: www.desertwillow.com EXECUTIVE SUMMARY Desert Willow Golf Resort is seeking professional Marketing and Design Services to assist with the Golf Resort marketing and advertising programs. The Agency will contract with KemperSports and Desert Willow Golf Resort to manage the advertising, creative design and to assist in media placements as required. The Agency will also be involved in assisting the Resort in organizing its marketing budget, developing the required advertising campaigns, on-property event advertisements, and brochure/collateral marketing materials. The annual Marketing and Advertising Budget is approximately$250,000. It is the responsibility of the Agency to present marketing concepts, design, production, copywriting, and videography as needed. The expectation of the Client is that the agency will coordinate all efforts regarding the Resort Branding with KemperSports and the City of Palm Desert. ;•,' KemperSportss PAGE 2 AGENCY EXPERIENCE • A minimum of five years experience in golf, travel or the hospitality industry is strongly preferred. Golf Industry experience is a major benefit to the Client. • Excellent organizational, communication and time management skills are required. • Strong experience in Advertising, Media Placement and Graphic Design is required. • Strong experience in creative graphic design of promotional campaigns and design work across multiple mediums including collateral, print advertising, and promotional materials is necessary. Scope of Services to be Quoted: 1. Maintain branding consistency of all the advertising and collateral materials to KemperSports and the City of Palm Desert Standards 2. Campaign Descriptions a. 4 or 5 distinct print ad campaigns b. One radio ad campaign c. Possible revision of existing Desert Willow television spot. d. Catering campaign for weddings, social events and holiday advertising 3. Approximately 20 types of collateral pieces to be revised. The proposed revisions may include: rack brochure, presentation folder, wedding folder, direct mail piece, rack rate card, group outing brochure, inserts for catering information, The Golf Academy brochures, family and junior programs, specialty golf club programs brochures, and several additional items to be determined according to the Resort's budget 4. As directed, assist in the coordination of all local, regional, and national marketing efforts with regard to all Clients selected advertising mediums, (golf operations, catering, weddings, restaurant, golf academy and various special events). 5. Provide concept, design, production, and copywriting services necessary to maintain and/or improve the quality and appearance of a broad spectrum of marketing materials generated on behalf of the Desert Willow Golf Resort. To include: creative concept creation, pricing, copywriting, ad resizing and updating ads, as well as print coordination, digital photography, photo retouching, and creating and sending PDFs or electronic files to appropriate vendors. 6. Agency will utilize KemperSports advertising discounts when available on all advertising placements. No commissions to the agency will be paid by Desert Willow Golf Resort. 7. Provide estimates on all Agency expenses outside of the scope of the Retainer Agreement, and ensure that all work performed on behalf of Desert Willow Golf Resort ( including but not limited to printing, photography, copying, shipping, and delivery) be billed to Desert Willow Golf Resort at net amounts. �r ;•; KemperSports PAGE 3 8. Work closely with Desert Willow's Marketing Team which consists of the Director of Sales and Marketing, Director of Catering Sales, General Manager, Regional Sales and Marketing Director of KemperSports, Vice President of Marketing for KemperSports and the Director of Sales and Marketing City of Palm Desert,. 9. Provide monthly reports summarizing project activities, future planning and achievements. 10. Manage the calendar of due dates for all marketing activities to insure timely production and execution of all marketing programs assigned. 11. Attend a monthly meeting with Desert Willow Golf Resort Management to provide coordination and reporting on all marketing efforts. 12. Provide the Client with media tracking and provide copy of all materials to the Client. AGENCY SERVICE STANDARDS 1. Excellent customer service and response time. 2. Ability to work well under pressure and meet deadlines. 3. Knowledge of the Coachella Valley tourism industry and the national golf industry. 4. Exceptional planning, communication and organizational skills. 5. Extensive experience with budget management. 6. Experience and expertise of the key personnel working on the account. 7. Experience in advertising measurement and tracking. PROPOSALREQUIREMENTS Please submit a proposal inclusive of the details outlined below. Fees for services should be proposed as a monthly retainer, based on the numbers of hours of services to be provided. The contract is for a one-year period, with the option of a one year renewal, based on Desert Willow Golf Resorts' team recommendation. The contract period is December 21 st, 2009 December 20, 2010. Provide estimates on all Agency expenses outside of the scope of the Retainer Agreement, and ensure that all work performed on behalf of Desert Willow Golf Resort (including, but not limited to printing, photography, copying, shipping, and delivery) be billed to Desert Willow Golf Resort at net amounts. Enclosed please find a copy of the scope of services and requirements to be provided. • ;•, �emperSport.5 PAGE 4 The top four finalists selected by Desert Willow Golf Resort will be invited to make formal presentations on Tuesday, November 24th 2009. After review of proposals, Desert Willow Golf Resort's Marketing Team will make a recommendation at their sole discretion to Senior Management, and award the contract upon City Council approval. DUE DATES: RFP Issues: October 28, 2009 PROPOSALS DUE TO DESERT WILLOW: November 13, 2009 at 12PM FORMAL PRESENTATIONS AT DESERT WILLOW: November 24, 2009 CONTRACT WILL BE AWARDED BY: December 11, 2009 (Following City Council Approval on 12/10/09) No proposals will be accepted beyond the date and time noted above. PROPOSAL REQUIREMENTS Bidders are requested to respond to the following sections in a complete but concise manner. SUMMARY • Please describe why your firm is interested in this account. • Describe your understanding of the account. • Provide the following contact information: Company, Contact, Address, City, State, Zip, Phone, and E-mail. • Discuss your technical competencies, certifications, and partnerships. • Provide information regarding your fees (one time and ongoing), third party costs, and billing terms. • Please list any assumptions you have made in reference to this RFP. EXPERIENCE Elaborate on the type and nature of your company, including background information, years in business, other lines of business, areas of operation, and any other information that relates to your qualifications of delivering the services identified in this RFP. Please provide the resumes of the professional and key staff anticipated to be utilized on the project. REFERENCES You must supply with the bid at least three (3) reference accounts (active within the last two years) in the United States. The reference accounts must have services similar to those outlined in this RFP. Include the following information for each reference: Company Name, Business Address, Name and Title of Contact, Telephone Number, E-Mail Address, and Duration of project. Desert Willow reserves the right to request or obtain additional information. Desert Willow may, at its option, contact other known vendor customers for references. ;; KemperSports . PAGE 5 Vendors are requested to submit four signed copies and one electronic version of fheir proposal. Desert Willow Golf Resort reserves the right to award a contract or reject any and all bids. Bids will be rejected for one or more reasons including, but not limited to 1) Failure of the vendor to submit their proposal(s) on or before the deadline established by the issuing office; 2) Failure by the vendor to respond to a requirement for oral or written clarification, presentation, or demonstration; 3) Failure of the vendor to properly perform, or complete on time, contracts of a similar nature; 4) Any bidder who is not in a position to perForm such a contract satisfactorily. Please send all proposals and presentations to the attention of: Mr. Bruce Nation Director of Sales and Marketing Desert Willow Golf Resort 38-995 Desert Willow Drive, Palm Desert, California 92260. For further information, please contact Bruce Nation at 760-346-7060 ext 107 or via email at bnation@desertwillow.com RMBN:mtf 10/27/09 • ;•; Kemper�ports