To: Board of Supervisors
From: County Administrative Office
Agenda Section: Consent
Vote Requirement: Majority
SUBJECT:
title
Award of Request for Proposal (RFP) #EDD-2025-01 for Marketing Asset Inventory Analysis and Countywide Travel and Tourism Marketing Strategy Consulting Services
end
RECOMMENDATION(S):
Recommendation
That the Board of Supervisors:
1. Award RFP #EDD-2025-01 for marketing asset inventory analysis and countywide travel and tourism marketing strategy consulting services to JayRay Ads & PR; and
2. Authorize the County Administrative Officer (CAO), or designee, to execute the attached agreement; and
3. Authorize the CAO to execute related documents, modifications and amendments after review and approval from Risk Management and County Counsel.
Body
STRATEGIC PLAN:
This action supports the following areas of your Board’s Strategic Plan.
Area of Focus: A Diverse, Equitable & Robust Economy
Strategic Plan Category: 2002 - Promote a robust tourism economy
DISCUSSION:
On June 10, 2024, your Board allocated funding for a marketing asset and inventory assessment and the development of a countywide strategic tourism marketing framework.
Following this direction, RFP #EDD-2025-01 (Attachment 1) was issued on Dec. 18, 2024, to solicit qualified firms for consulting services to assist with a marketing asset inventory and analysis and to develop a countywide travel and tourism marketing strategy. The RFP sought bids from consulting agencies to develop a strategy that includes recommendations based on the asset inventory analysis for Humboldt County, a comprehensive stakeholder engagement approach, and alignment with the county’s tourism and economic development objectives, including sustainable destination promotion, support for local businesses, unified branding, year-round visitation, enhanced visitor experience, inclusive community engagement and strategic regional collaboration.
The RFP response period closed on Jan. 22, 2025, with six proposals received for review (Attachments 2-7). After evaluating each proposal, the RFP review panel selected JayRay Ads & PR for award.
Therefore, staff recommends your Board award JayRay Ads & PR a Professional Service Agreement substantially similar to attachment 8 in the amount of $49,460, for a marketing asset and inventory assessment and the development of the countywide strategic tourism marketing framework.
SOURCE OF FUNDING:
General Fund - Transient Occupancy Tax (TOT)
FINANCIAL IMPACT:
|
Expenditures (1120-275) |
FY24-25 |
FY25-26* |
|
Budgeted Expenses |
$14,274 |
$35,686 |
|
Total Expenditures |
$14,274 |
$35,686 |
*Projected amounts are estimates and are subject to change.
|
Funding Sources (1120-275) |
FY24-25 |
FY25-26* |
|
General Fund - TOT |
$14,274 |
$35,686 |
|
Total Funding Sources |
$14,274 |
$35,686 |
*Projected amounts are estimates and are subject to change.
NARRATIVE EXPLANATION OF FINANCIAL IMPACT:
Should your Board award this contract in the amount of $49,960 in the current fiscal year the scope of work will extend into FY 2025-26. The Economic Development budget unit, 1120-275, has sufficient funds budgeted in the adopted FY 2024-25 budget as this contract was anticipated. Contract costs anticipated to carry over into the next fiscal year in the amount of $35,686 are included in the Economic Development proposed budget for FY 2025-26.
NARRATIVE EXPLANATION OF STAFFING IMPACT:
The recommended actions will not impact current staffing levels.
OTHER AGENCY INVOLVEMENT:
N/A
ALTERNATIVES TO STAFF RECOMMENDATIONS:
Your Board may choose not to approve this contract. However, this is not recommended as JayRay Ads & PR was determined to be the most qualified proposal to meet the county’s needs of developing a marketing asset inventory analysis and countywide travel and tourism marketing strategy.
ATTACHMENTS:
1. RFP #EDD-2025-01
2. RFP Response the Abbi agency
3. RFP Response the Research Associates
4. RFP Response DCI
5. RFP Response JayRay Ads & PR Inc.
6. RFP Response Place Dynamics
7. RFP Response Verdin
8. Professional Service Agreement - JayRay Ads & PR
PREVIOUS ACTION/REFERRAL:
Meeting of: June 10, 2024
File No.: 24-969