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13. VLMD Data Systems RFP Final 04.09.2021 (1)VLMD Data Systems RFP Page 1 REQUEST FOR PROPOSAL To Provide Professional Services For EXCLUSIVE RIGHTS FOR VAIL LOCAL MARKETING DISTRICT DATA SYSTEMS ENHANCEMENT April 9, 2021 Vail Local Marketing District Vail, Colorado VLMD Data Systems RFP Page 2 REQUEST FOR PROPOSALS DATA SYSTEMS ENHANCEMENT REQUESTS FOR PROPOSAL AVAILABLE: Request for Proposals (the “RFP”), including response submittal requirements for: EXCLUSIVE RIGHTS FOR VAIL LOCAL MARKETING DISTRICT PROFESSIONAL SERVICES ADVERTISING Will be available for download online at the following web address: www.vailgov.com. All proposers who download the RFP must register with Mia Vlaar mvlaar@vailgov.com to be added to the proposer’s list and receive future updates. Failure to do so may result in disqualification. All questions shall be directed to Mia Vlaar at the above e-mail address. RESPONSE INFORMATION Responses (Email Proposals) to RFP Due 12:00 pm (mountain time) April 28, 2021 Delivered to: Vail Local Marketing District c/o Town of Vail 75 S. Frontage Road Vail, Colorado 81657 mvlaar@vailgov.com Attn: Mia Vlaar I. PROJECT GENERAL DESCRIPTION The Vail Local Marketing District was established in 1998 to market Vail as a premier international mountain resort destination and focuses on driving visitation during the non- wintertime period, May to October. The effort is funded by a 1.4% lodging tax approved by voters in 1999. Members of the Vail Town Council serve as the VLMD with guidance provided by a voluntary advisory board and staffed by the town’s Economic Development Department. The Vail Local Marketing District continued a significant shift in strategy during the year to focus on building an owned database to target known guests more actively. A new Wi-Fi gating was put in place for the town’s free Vail Wi-Fi, allowing the VLMD to gain a better understanding of the Vail guest. Since its launch in mid-March, the database has grown to over 30,000. This has enabled the VLMD to create a direct relationship with Vail’s guests, including post visit surveys to better understand the guest experience. The objective of this Request for Proposals is to solicit proposals from qualified Bidders for the exclusive right and privilege of providing professional services to enhance data capture and data systems, feeding into data-driven marketing infrastructure for the Vail Local Marketing District (VLMD) The VLMD is soliciting firms to manage and execute upon the data-driven marketing roadmap that lays out a development and investment plan over the next several years to evolve data- driven marketing capabilities. VLMD Data Systems RFP Page 3 The selected firm under an exclusive rights agreement, will bring direct consumer data into the VLMD Data System infrastructure and direct-marketing pipeline, will create a tactical plan to move in the direction as defined by the data-driven marketing roadmap by making measured investments based on solid returns, and finding ways to make improvements to the current state of data systems efficiently, quickly and at a low cost. About Town of Vail: The Town of Vail is North America’s Premiere International Mountain Resort Community. Vail is located approximately 100 miles west of Denver, CO in the Rocky Mountains. Well known for its beautiful mountains, plentiful sunshine and quaint villages. The community is comprised of a mix of full-time residents, part-time residents, seasonal workers, day and destination guests as well as a significant number of short-term rental vacation homes. Vail Mountain consistently ranks as the most visited ski resort in North America, with over 1.6 million skier visits each year, made up of 65% destination guests and 35% day-visitors. and boasts the largest ski area in the United States with 5,289 acres of skiable terrain. Summer visits total over 1.5 million visitors as well with a makeup of 55 % destination and 45% day-visitors. Household income of Vail residents is approximately $ 81,000 per year. Household income of the winter destination visitors is nearly $ 150,000 per year while summer visitors is close to $ 100,000 per year. II. GENERAL REQUIREMENTS A. At all times during the performance of this Contract, Contractor shall strictly observe and conform to all applicable federal, state and local laws, rules, regulations and orders that have been or may hereafter be established. B. Contractor, if awarded contract, shall build relationships and collaborate closely with VLMDAC partner vendors and have a strong understanding of the role each partner vendor plays to achieve the stated goals of the VLMD. III. PROPOSED SCOPE OF WORK • May – December, 2021 • Collaborative and cooperative approach with VLMD partner vendors is required • Based upon Data Roadmap (Exhibit A) developed in 2020, deliver upon: o Develop 2nd party data connections and partnerships – phase 1 (include Destimetrics, airDNa and more) o Execute initial customer data integration(s) o Identify key VLMD and partner role gaps o Begin filling key VLMD and partner role gaps o Identify processes in need of responsibility clarification – rethink approach as needed o Assess and evolve current digital/email analytics capabilities (web, email, etc.) o Define guest journey steps for key segments o Implement one manual data-driven journey as input into ROI models for future investment o Refine ideal guest journey to inform future development priorities (develop use cases) o Phase 1 Marketing Automation development – email and digital advertising channels o Gap assessment for campaign management capabilities o Identify test strategy owner VLMD Data Systems RFP Page 4 o Require formal hypothesis and success criteria for campaigns o Develop draft guest behavior executive dashboard o Create initial lifecycle segmentation based on guest behaviors/engagement o Create initial CLV model o Standardize evaluation of campaigns against success criteria and hypothesis o Evaluate and optimize software infrastructure for data systems build • Detailed weekly plan built out by quarter to be used to track and align on progress/priorities • Partner meetings as required • Bi-weekly update and alignment call to share status of deliverables and align on upcoming priorities and needs • Quarterly revisit of remaining scope to ensure alignment with VLMD timeline, priorities and progress to date • Monthly Vail Local Marketing District Advisory Council meetings Budget: $119,000 IV. GENERAL SCHEDULE RFP Issued Friday, April 9, 2021 RFP Questions deadline Friday, April 16, 2021 Proposals Due Monday, April 23, 2021, 12:00 pm Award of contract Monday, May 10, 2021 Notice to Proceed (Begin Work) Monday, May 24, 2021 Note: Dates subject to change pending release of submittal/meeting dates. Additional deadlines may be determined to satisfy submittal dates and requirements. V. PROPOSAL SUBMITTAL REQUIREMENTS Each Proposal shall consist of the following elements in the prescribed order: A. Cover letter The cover letter shall not exceed two pages and shall include the following: 1. The name, address, e-mail, and telephone number of the key contact person. 2. A brief statement indicating Proposer’s clear understanding of and commitment to the provision of services specified in this RFP. 3. A statement as to whether Proposer and/or Proposer’s partners, subcontractor(s), joint venture associates or any other individual or entity of Proposer’s team has any potential conflicts that may arise in the performance of the services requested in this RFP, performing the work, or operating the facility contemplated within this RFP. 4. A summary of the major points contained in the Proposal 5. An acknowledgement of receipt of amendments to the RFP (if any). The Cover Letter shall be signed by an officer or principal of the Proposer’s firm. B. Minimum Qualifications VLMD Data Systems RFP Page 5 Proposer shall provide a clear and concise explanation of professional qualificaitons, experience and abilities including a client portfolio highlighting similar work. Proposal shall demonstrate how proposer will satisfy the Minimum Requirements described in Proposed Scope of Work. In response to this question, Proposers may provide a cross-reference to relevant information provided elsewhere in the Proposal. C. Town of Vail Familiarity Proposers shall briefly describe their understanding of the Town of Vail, Vail Local Marketing District, Vail Mountain and the surrounding community. Describe understanding of how data capture can be accomplished, considering the client is an entity not engaging in regular electronic transactions. D. References Proposers shall provide a minimum of three references covering a similar type of work. Proposers shall provide the name of the client, full address, dates of service, contact name, title and contact telephone number for reference checks. Proposers are advised that the town may request information from Proposer’s clients and any other available sources while investigating Proposers’ experience and qualifications. Submittal of a Proposal constitutes consent to such requests. VI. PROPOSAL ATTACHMENTS: A. Detailed Resumes for all key team members identified in the proposal B. Documentation demonstrating that proposers (and any relevant subconsultants) are licensed to do business in the State of Colorado C. Identify any potential conflict of interest with Town of Vail or any other relevant parties D. Identify any legal actions against proposers or any key team members that are pending or have been settled or finalized in the last five years. E. Consultant’s Certificate Regarding Employing or Contracting with Illegal Aliens (form attached as last page) VII. SELECTION QUALIFICATIONS The proposal will be awarded to the proposer best demonstrating the experience and qualifications necessary. VIII. SUBMITTAL OF PROPOSAL AND QUALIFICATIONS Address all submittals (1 electronic pdf) to the attention of: Mia Vlaar, Economic Development Director, Town of Vail 75 South Frontage Road, Vail, CO 81657 Phone: 970.479.2454 Email: mvlaar@vailgov.com The deadline for submittals is 12:00 pm April 19, 2021 VLMD Data Systems RFP Page 6 IX. GENERAL CONDITIONS Limitations and Award This RFP does not commit the Town of Vail to award or contract, nor to pay any costs incurred, in the preparation and submission of proposals in anticipation of a contract. The Town of Vail reserves the right to reject all or any submittal received as a result of this request, to negotiate with all qualified sources, or to cancel all or part of the RFP. After a priority listing of the final firms is established, the Town of Vail will negotiate a contract with the first priority firm. If negotiations cannot be successfully completed with the first priority firm, negotiations will be formally terminated and will be initiated with the second most qualified firm and, likewise, with the remaining firms. Selection Initial evaluation will be based upon the qualifications of the applicant. The Town of Vail reserves the right to not interview, and to make final consultant selection based upon the qualification statements. Equal Employment Opportunity The selected consultant team will not discriminate against any employee or applicant for employment because of race, color, religion, sex, or national origin. Contract Phasing Proposed tasks within this RFP may be eliminated or expanded by the Town of Vail at any time due to the progression and sequencing of the scope of work. Prohibition Against Employing Illegal Aliens. Pursuant to Section 8-17.5-101, C.R.S., et. seq., Contractor warrants, represents, acknowledges, and agrees that: A. Contractor does not knowingly employ or contract with an illegal alien; B. Contractor shall not enter into a contract with a subcontractor that fails to certify to Contractor that the subcontractor shall not knowingly employ or contract with an illegal alien; C. Contractor has verified or attempted to verify through participation in the basic pilot employment verification program created in Public Law 208, 104th Congress, as amended, and expanded in Public Law 156, 108th Congress, as amended, administered by the United States Department of Homeland Security (the “Basic Pilot Program”) that Contractor does not employ any illegal aliens. If Contractor is not accepted into the Basic Pilot Program prior to entering into this Agreement, Contractor shall forthwith apply to participate in the Basic Pilot Program and shall submit to the Town written verification of such application within five (5) days of the date of this Agreement. Contractor shall continue to apply to participate in the Basic Pilot Program, and shall verify such application to the Town in writing, every three (3) months until Contractor is accepted or this Agreement is completed, whichever occurs first. This subparagraph 3 shall be null and void if the Basic Pilot Program is discontinued. D. Contractor shall not use the Basic Pilot Program procedures to undertake pre-employment screening of job applicants while this Agreement is being performed. E. If Contractor obtains actual knowledge that a subcontractor performing work under this Agreement knowingly employs or contracts with an illegal alien, Contractor shall notify such subcontractor and the Town within three (3) days that Contractor has actual knowledge that the subcontractor is employing or contracting with an illegal alien, and shall terminate the subcontract with the subcontractor if within three (3) days of receiving the notice required pursuant to this subsection the subcontractor does not cease employing or contracting with the illegal alien, except that Contractor shall not terminate the contract with the subcontractor if during such three (3) days the subcontractor provides information to establish that the subcontractor has not knowingly employed or contracted with an illegal alien. VLMD Data Systems RFP Page 7 F. Contractor shall comply with any reasonable request by the Colorado Department of Labor and Employment (the “Department”) made in the course of an investigation that the Department undertakes or is undertaking pursuant to the authority established in subsection 8-17.5-102 (5), C.R.S; and G. If Contractor violates any provision of this Agreement pertaining to the duties imposed by subsection 8-17.5-102, C.R.S. the Town may terminate this Agreement and Contractor shall be liable for actual and consequential damages to the Town arising out of said violation. Insurance A. The Contractor shall obtain and maintain in force for the term of this Agreement the following insurance coverage’s. Certificates of insurance evidencing such coverages shall be furnished to the Town at the time of signing this Agreement. Prior to cancellation of, or material change in, any requisite policy, thirty (30) days written notice shall be given to the Town through its risk manager. All automobile liability and general liability policies shall include the Town and the Colorado Department of Transportation as an additional named insured by policy endorsement. 1. Automobile Liability (including owned, non-owned, and hired) in an amount not less than one million dollars ($1,000,000) per individual and not less than one million dollars ($1,000,000) per occurrence. 2. Worker's compensation and employer liability in accordance with the Worker's Compensation Act of the State of Colorado for employees doing work in Colorado in accordance with this Agreement. 3. Commercial General Liability (including personal injury) in an amount not less than five hundred thousand dollars ($500,000) per individual and not less than one million dollars ($1,000,000) per occurrence. 4. Professional Liability in an amount not less than one million dollars ($1,000,000) each occurrence and aggregate. B. The consultant shall indemnify and hold harmless the Town, its officers, directors, shareholders, members, partners, principals, agents, attorneys, employees, and subsidiaries and the Colorado Department of Transportation against and from all liability, claims, damages, demands and cost, including attorney fees of every kind and nature and attributable to bodily injury, sickness, disease or death or to damage or destruction of property resulting from or in any manner arising out of or in connection with the project and the performance of the work under this contract. VLMD Data Systems RFP Page 8 EXHIBIT A Vail Local Marketing District Data Driven Roadmap 0-3 Months: Q1 2021 • Implement data capture quick wins to leverage winter visitation • Improve coordination across channel silos • Build foundation for comprehensive data-driven approach 4-12 Months: Q2-Q4 2021 • Grow 1st and 2nd party data capture • Implement ‘manual’ data-driven journey(s) across multiple touchpoints Year 2: 2022 • Grow analytics capabilities and evolve journey-based guest communication plans • Expand data capture to 2nd/3rd party • Continue building marketing automation foundation across channels Years 3+: 2023+ • Evolve technology and connect additional data sources VLMD Data Systems RFP Page 9 VLMD Data Systems RFP Page 10 PROSPECTIVE CONSULTANT'S CERTIFICATE REGARDING EMPLOYING OR CONTRACTING WITH ILLEGAL ALIENS FROM: ______________________________________________________________________ (Prospective Contractor) TO: Town of Vail 75 South Frontage Road Vail, CO 81657 Project Name __________ ____________________________ Bid Number Project No. As a prospective Contractor for the above-identified bid, I (we) do hereby certify that, as of the date of this certification, I (we) do not knowingly employ or contract with an illegal alien who will perform work under the Agreement and that I (we) will confirm the employment eligibility of all employees who are newly hired for employment to perform work under the Agreement through participation in either the E-Verify Program administered by the United States Department of Homeland Security and Social Security Administration or the Department Program administered by the Colorado Department of Labor and Employment. Executed this day of , 2021. Prospective Contractor By: Its: Title (Insert the Individual, Corporate or Partnership Certificate as appropriate)