REQUEST FOR PROPOSALS

GMU-SS1114-25

ISSUE DATE: November 14, 2025

TITLE: Retail Store Management and Operations

QUESTIONS/INQUIRIES: Submit all inquiries through George Mason’s Bonfire Portal, no later than 4:00 PM Eastern Time (ET) on December 9, 2025. All questions must be submitted through George Mason’s Bonfire portal. For assistance with technical questions related to Bonfire, contact Support@GoBonfire.com or visit Bonfire’s help forum at https://vendorsupport.gobonfire.com/hc/en-us. Responses to questions will be posted to George Mason’s Bonfire portal and by 5:00 PM ET on December 12, 2025.

PROPOSAL DUE DATE AND TIME: January 5, 2026 @ 2:00 PM ET. ATTENTION: PROPOSALS WILL NOT BE ACCEPTED VIA EMAIL, MAIL, THROUGH eVA OR IN PERSON. SEE SECTION XIII.A.1 FOR DETAILS ON ELECTRONIC PROPOSAL SUBMISSION.

IMPORTANT! All communication with Offerors will take place in Bonfire, to include negotiations. George Mason can only message individuals at your organization that have interacted in Bonfire for this specific RFP. Please ensure the appropriate person to handle negotiations and other RFP communication has individually logged into the system and either downloaded documents, submitted your proposal or asked a question.

In Compliance With This Request For Proposal And To All The Conditions Imposed Therein And Hereby Incorporated By Reference, The Undersigned Offers And Agrees To Furnish The Goods/Services In Accordance With The Attached Signed Proposal Or As Mutually Agreed Upon By Subsequent Negotiations.

Name and Address of Firm:

Legal Name: Date:

DBA:

Address:

By:

Fax No. Title:

Email: Telephone No.

SWaM Certified: Yes: No: (See Section VII. SWaM CERTIFICATION for complete details).

SWaM Certification Number:

Check the box next to the option that applies to your proposal submission. See section IV. Final Contract for additional information.

Purchasing Department 4400 University Drive, MS 3C1, Fairfax, VA 22030 Phone: 703.993.2580; http://fiscal.gmu.edu/purchasing/

☐ Option 1: Full Acceptance:

1. We have reviewed George Mason’s Standard Contract and all related documents.

2. We have no proposed changes.

3. We understand that if we are advanced to negotiations, no contract exceptions, redlines, vendor documents, or additional terms will be considered, unless proposed by George Mason.

☐ Option 2: Proposed Exceptions and/or Additional Documents Submitted:

1. We have reviewed George Mason’s Standard Contract and all related documents.

2. We have included a list of proposed exceptions and/or redlined contract documents with our proposal.

3. We understand that if we are advanced to negotiations, no additional contract exceptions, redlines, vendor documents, or additional terms will be considered beyond what has been submitted with our proposal, unless proposed by George Mason.

This public body does not discriminate against faith-based organizations in accordance with the Governing Rules, § 36 or against a Bidder/Offeror because of race, religion, color, sex, national origin, age, disability, or any other prohibited by state law relating to discrimination in employment.

OFFEROR PROPOSAL SUBMISSION CHECKLIST

Offerors responding to this RFP should use this checklist to ensure all requested documents are completed and submitted with their proposal.

· RFP Cover Page, accurately filled in and signed with checked off box confirming your proposal contains any exceptions to George Mason’s Standard Contract and all terms and conditions or subsequent Statements of Work that could apply over the life of any resulting contract.

· All addenda, if any were issued and a signature line is included.

· Attachment A - Small Business Subcontracting Plan. This is a requirement for all Offerors.

· Exceptions (if any) to George Mason’s Standard Contract.

· Any Statements of Work or supplemental document(s) George Mason may be required to sign or that could potentially be incorporated into a final contract or apply during the term of a resulting contract.

· Any agreement that George Mason would be required to sign with a third party.

· If your proposal contains proprietary information, you must submit a second copy in accordance with Section XIII.A.1. General Requirements and Section XIII.A.2 Proposal Presentation that outlines the specific submission format.

· Complete the Questionnaire as required in Bonfire.

· Complete the Choice of Option listed in the Statement of Needs listed under Requested Information in Bonfire.

· Full-service brick & mortar (retail and course materials) including eCommerce (retail and course materials).

· Hybrid Full-Service Model: Combines a physical brick-and-mortar store offering both retail merchandise and course materials with a fully integrated eCommerce platform. Under this model, course materials are sold online, with fulfillment options including on-campus pickup, residence hall delivery, or direct home shipment.

· Retail brick & mortar including retail eCommerce (w/o the course material component).

· Virtual course materials only (w/o the retail component).

· Ensure your proposal contains all information requested and answers all questions outlined in section XIII.B. Specific Requirements. Ensure the answers to these questions are submitted in Bonfire

0. Are you and/or your subcontractor currently involved in litigation with any party?

0. Please list any investigation or action from any state, local, federal or other regulatory body (OSHA, IRS, DOL, etc.) related to your firm or any subcontractor in the last three years.

0. Please list all lawsuits that involved your firm or any subcontractor in the last three years.

0. In the past ten (10) years has your firm’s name changed? If so, please provide a reason for the change.

· Attachment C – Data Security Form. This is a requirement for all Offerors.

· Attachment D – Financial Proposal. This is a requirement for all Offerors.

· Attachment F – Core Requirements. This is a requirement for all Offerors.

Table of Contents

PURPOSE:

The purpose of this Request for Proposal (RFP) is to solicit proposals to establish a contract through competitive negotiations with one or more qualified vendors for the operation and management of the George Mason University Bookstore, the George Mason University Bookstore eCommerce site, Patriot Tech located in the University Bookstore, the Mason Square regional campus bookstore, the George Mason University Athletics in-venue locations, and the George Mason University Athletics eCommerce site. George Mason University (herein after referred to as “George Mason,” or “University”) is a public institution of higher education and agency of the Commonwealth of Virginia.

George Mason University welcomes proposals from a variety of Offerors, those with extensive experience in facilitating college/university retail sales and those who may be new to offering these services in Higher Education.

George Mason University seeks an innovative and collaborative contractor to reimagine its campus retail model and physical space. The selected contractor will work closely with the University to design and operate a retail experience that reflects Mason’s distinctive spirit, academic mission, and community values. This relationship should extend beyond traditional operations by embracing collaboration in all facets of the retail enterprise, including adapting to evolving campus needs and implementing creative solutions that advance student affordability, institutional pride, and brand visibility.

The contractor will be expected to offer a broad and dynamic assortment of products and services, including course materials, Mason-branded and non-branded apparel and gifts, school and office supplies, food and beverages, and other items that support the daily needs and experiences of students, faculty, staff, alumni, fans, and visitors.

The goal of this RFP is to gain information on what is available in the market and to award and contract with a vendor(s) that offers a lucrative revenue share program and long-term relationship to provide exceptional service.

PURCHASING MANUAL/GOVERNING RULES:

This solicitation and any resulting contract shall be subject to the provisions of the Commonwealth of Virginia Purchasing Manual for Institutions of Higher Education and their Vendor's, and any revisions thereto, and the Governing Rules, which are hereby incorporated into this contract in their entirety. A copy of both documents is available for review at: https://vascupp.org

COMMUNICATION:

Communications regarding the Request For Proposals shall be formal from the date of issuance until a contract has been awarded. Unless otherwise instructed offerors are to communicate with only the Procurement Officers listed on the cover page. Offerors are not to communicate with any other employees of George Mason.

FINAL CONTRACT:

ATTACHMENT B to this solicitation is George Mason’s standard two-party contract. It is the intent of this solicitation to base the final contractual documents off of George Mason’s standard two-party contract and George Mason’s General Terms and Conditions as outlined in Attachment B – Standard Contract. Any exceptions to our standard contract and General Terms and Conditions must be denoted in your RFP response. Other documents may be incorporated into the final contract, either by way of attachment or by reference, but in all cases this contract document and George Mason’s General Terms and Conditions shall jointly take precedence over all other documents and will govern the terms and conditions of the contract.

As a public institution of higher education and agency of the Commonwealth of Virginia, George Mason cannot agree to any of the following terms in any documents:

A. An express or implied waiver of sovereign immunity.

B. An agreement to indemnify, defend or hold harmless any entity.

C. An agreement to maintain insurance.

D. An agreement providing for binding arbitration.

E. An agreement providing for the payment of attorneys' fees, costs of collection, or liquidated damages.

F. Waiver of jury trial.

G. Choice of law or venue other than the Commonwealth of Virginia.

Contracts will only be issued to the FEI/FIN Number and Firm listed on the signed cover page submitted in your RFP response. Joint proposals will not be accepted.

Note: The Offeror must include any and all terms and conditions, additional documents, and/or statements of work that could potentially be incorporated into a final contract or apply during the term of a resulting contract. As outlined in Attachment B – Standard Contract, Statements of Work (“SOW”) for specific engagements may only include the work to be performed during scope of the specific engagement. Additional terms and conditions will not be accepted on any SOW submitted during the course of the contract. All SOW’s must be on a form approved by George Mason prior to the start of the contract.

In addition to the above note, the Offeror must submit with their proposal any agreement that George Mason would be required to sign with a third party.

ADDITIONAL USERS:

It is the intent of this solicitation and resulting contract(s) to allow for cooperative procurement. Accordingly, any public body, public or private health or educational institutions, or affiliated corporations may access any resulting contract if authorized by the contractor.

Participation in this cooperative procurement is strictly voluntary. If authorized by the Contractor(s), the resultant contract(s) will be extended to the entities indicated above to purchase goods and services in accordance with contract terms. As a separate contractual relationship, the participating entity will place its own orders directly with the Contractor(s) and shall fully and independently administer its use of the contract(s) to include contractual disputes, invoicing and payments without direct administration from the University. No modification of this contract or execution of a separate agreement is required to participate; however, the participating entity and the Contractor may modify the terms and conditions of the contract to accommodate specific governing laws, regulations, policies, and business goals required by the participating entity. Any such modification will apply solely between the participating entity and the contractor.

The University may require the Contractor provide semi-annual usage reports for all entities accessing the contract. The University shall not be held liable for any costs or damages incurred by any other participating entity as a result of any authorization by the Contractor to extend the contract. It is understood and agreed that the University is not responsible for the acts or omissions of any entity and will not be considered in default of the contract no matter the circumstances.

Use of the resulting contract(s) does not preclude any participating entity from using other contracts or competitive processes as needed.

eVA BUSINESS-TO-GOVERNMENT VENDOR REGISTRATION:

The eVA Internet electronic procurement solution, website portal www.eVA.virginia.gov, streamlines and automates government purchasing activities in the Commonwealth. The eVA portal is the gateway for vendors to conduct business with state agencies and public bodies. All vendors desiring to provide goods and/or services to the Commonwealth shall participate in the eVA Internet eProcurement solution by completing the free eVA Vendor Registration. All bidders or offerors agree to self-register in eVA and pay the Vendor Transaction Fees prior to being awarded a contract. Registration instructions and transaction fees may be viewed at: https://eva.virginia.gov/

SWaM CERTIFICATION:

Vendor agrees to fully support the Commonwealth of Virginia and George Mason’s efforts related to SWaM goals. Upon contract execution, eligible vendors (as determined by George Mason and the Virginia Department of Small Business and Supplier Diversity) shall submit all required documents necessary to achieve SWaM certification to the Department of Small Business and Supplier Diversity within 90 days. Vendors currently SWaM certified agree to maintain their certification for the duration of the contract and shall submit all required renewal documentation at least 30 days prior to existing SWaM expiration. https://www.sbsd.virginia.gov/

SMALL BUSINESS SUBCONTRACTING PLAN:

All potential offerors are required to fill out and submit Attachments A with their proposal.

Note: Invoices shall only be submitted to George Mason by the entity awarded a contract. Subcontractors cannot submit invoices to George Mason under any resulting contract.

PERIOD OF PERFORMANCE:

Five (5) years from Effective Date of contract with one (1) successive five-year renewal option (or as negotiated). It is the intent to have a contract in place and effective for July 1, 2026. This would include any transitional time between the awarded vendor and George Mason University.

Mandatory Pre-Proposal Conference:

To participate in this Request for Proposal; it is mandatory that you and/or a representative from your company/organization attend the onsite pre-proposal conference and onsite walkthrough on the Fairfax Campus. The Mason Square Bookstore will be open to visit at your own discretion after the pre-proposal conference. Visiting the Mason Square Bookstore is not mandatory.

A map of the campus is available at the following link: https://webdocs.gmu.edu/wp-content/uploads/25-087-Campus-Map-Update-Fairfax_ATI.pdf

This will be held on December 4, 2025 at 9:00 am (ET).

The onsite conference will be at:

George Mason University Johnson Center Room 177 4477 Aquia Creek Ln Fairfax, VA 22030

Attendance will be taken during the Pre-proposal Meeting. Please have a copy of this Request for Proposal for your reference during the meeting. Any changes resulting from this conference will be issued in a written addendum to the solicitation. All questions must be submitted in writing via Bonfire prior to the question submission deadline.

The nearest parking garage is the Mason Pond Parking Deck. This garage is pay to park and vendors will be responsible for their own parking fees. George Mason University will not reimburse vendors for parking fees or any ticketing or towing fees that result from improper parking. It is highly recommended that offerors arrive 15 to 30 minutes early in order to find parking, pay to park, and walk to the Johnson Center.

Please note that NO QUESTIONS will be taken or answered during the site visit. This visit is strictly to allow the contractors to visit the buildings/sites, see the existing area, perform a walkthrough and take photographs and/or notes. All questions concerning the solicitation must be submitted in writing via Bonfire before the question deadline in order to be considered.

DEMOGRAPHIC BACKGROUND:

Below is George Mason University’s Fall enrollment information for the last 3 years. Additional information can be found at https://oiep.gmu.edu/resources/fast-facts/mason-facts-and-figures-2024-2025/

STATEMENT OF NEEDS:

George Mason University is exploring various service delivery models including traditional and online (virtual/hybrid) options to determine which approach best meets the needs of our current student, faculty, and staff populations. Vendors that respond to this RFP can choose from the following options:

1. Full-service brick & mortar (retail and course materials) including eCommerce (retail and course materials).

2. Hybrid Full-Service Model: Combines a physical brick-and-mortar store offering both retail merchandise and course materials with a fully integrated eCommerce platform. Under this model, course materials are sold online, with fulfillment options including on-campus pickup, residence hall delivery, or direct home shipment.

3. Retail brick & mortar including retail eCommerce (w/o the course material component).

4. Virtual course materials only (w/o the retail component).

A. General Requirements:

1. General:

The contractor should demonstrate an outstanding level of service and performance, and have sufficient resources, financial stability, and experience to operate the George Mason University Bookstore, the George Mason University Bookstore eCommerce site, Patriot Tech, the Mason Square regional campus bookstore, the George Mason University Athletics in-venue locations, and the George Mason University Athletics eCommerce site. It is essential that the requested services be of the highest quality possible and that the program be managed with maximum sensitivity to the needs and concerns of George Mason University students, faculty, staff, alumni, fans, community members, and guests. The contractor will be involved with all outreach and campus/community engagement.

Using the questionnaire in Bonfire, please address the following sections. Additional documents that are required for any section must be uploaded separate from the questionnaire and uploaded under the “Additional Documents” in the proposal section. Along with the questionnaire, please review Attachment F – Core Requirements for Operating. This is a set of core requirements that all Contractors shall abide by as part of any goods or services provided. If your firm is deviating from any of these items listed in this Attachment you must explicitly address any exceptions or deviations in your response.

2. Responsibilities of the University:

i. Provide the building space for the George Mason Bookstore and Mason Square facilities.

ii. Provide access to the software systems needed, such as all integrations required for course material adoption, George Mason email, and telephone system.

iii. Provide George Mason Auxiliary and Business Services employees as a resource from the start of the award through the agreement term.

iv. Provide the Contractor the right to sell University-licensed products, subject to limitations.

3. Mandatory Responsibilities of the Contractor:

a. Programmatic Expectations:

i. Ensure operational capacity to support future program expansion.

ii. Provide all adopted course materials in a range of affordable and accessible formats.

iii. Implement Inclusive Access (IA) and/or Equitable Access (EA) programs as approved by George Mason University.

iv. Offer a broad assortment of emblematic and non-emblematic apparel and gifts, from casual to professional, with full size runs and gender representation.

v. Drive year-over-year growth in total annual sales.

vi. Commit to a substantial investment in facility improvements and upgrades.

vii. Deliver a strong and sustained financial return to the University.

viii. Expand and enhance the online retail platform for The George Mason Bookstore and Athletic Department.

ix. Provide innovative, forward-thinking solutions to meet evolving needs.

x. Actively participate in a Bookstore Advisory Council.

xi. Engage in community outreach and help cultivate school spirit through store initiatives.

xii. Align with and support University-wide sustainability goals and initiatives.

xiii. Strengthen and promote the brand strategies of George Mason University.

xiv. Support key institutional events such as graduation and new student convocation with George Mason regalia, announcements, rings, and related items.

xv. Offer a curated selection of general interest and non-adopted reading materials.

xvi. Clearly demonstrate the value and benefits of the vendor’s services to academic and administrative departments.

xvii. Design and operate the retail facility as a vibrant campus destination that goes beyond transactional retail.

xviii. Implement a tiered pricing strategy (good, better, best) for general merchandise offerings.

xix. Provide mobile and pop-up retail kiosks for the George Mason University Science and Technology (Sci Tech) campus as needed

xx. Work with University departments, student groups, and other stakeholders to support sales of student-produced goods and merchandise.

b. The Customer Experience:

i. Deliver a full spectrum of affordable, required, and faculty-recommended course materials in a variety of formats and fulfillment options.

ii. Establish and maintain an attractive, efficient retail space that serves students, faculty, staff, alumni, fans, and visitors with a wide selection of emblematic and non-emblematic products.

iii. Implement visual merchandising and retail strategies that align with the global interests and expectations of the campus community.

iv. Offer a broad array of general merchandise, including school and office supplies, George Mason-branded items, convenience goods, Apple Computer products, technology products, and other relevant items with an emphasis on sourcing from local vendors when feasible.

v. Develop community engagement programming that position the store as a welcoming destination for students, families, and the greater community.

c. Marketing and Communications:

i. Develop and execute comprehensive start-up and ongoing marketing and advertising strategies in close coordination with George Mason University’s Auxiliary and Business Services Marketing department. These efforts shall include the creation and dissemination of all external messaging, with the Offeror dedicating appropriate resources to ensure consistent, high-quality execution.

ii. Demonstrate a clear understanding of George Mason’s academic, athletic, cultural, and social environments, and tailor all course material offerings, and emblematic and non-emblematic products accordingly, including their modes of delivery.

iii. Acknowledge and agree that George Mason University shall have final approval authority over all email, text, and written communications distributed to students, faculty, staff, alumni, or fans pertaining to the George Mason Bookstore.

iv. Actively engage in George Mason’s academic, cultural, and social life by hosting events and offering customized merchandise and services aligned with institutional initiatives.

v. Provide institution-specific marketing collateral including printed materials, email content, social media assets, and online advertising to support effective communication with students, faculty, staff, alumni, and fans.

vi. Maintain strong engagement with key campus stakeholders, including the Faculty Senate, Student Government, alumni organizations, clubs, staff advisory councils, and academic departments. The Offeror shall participate in meetings and strategic discussions to reinforce the Bookstore’s role as a collaborative and valued campus contractor

vii. Ensure the timely implementation of operational updates, including instructional software changes (e.g., Inclusive Access), with adequate advance notice to minimize disruption to students and faculty, particularly during key academic periods such as semester launches and exam preparation.

d. Personnel:

i. George Mason University considers the personnel of the Bookstore to be valued members of the campus community. While non-employees of the University, these individuals will engage regularly with students, faculty, staff, and visitors. As such, they are expected to maintain a professional and courteous demeanor, consistently demonstrating a commitment to service that reflects positively on the campus environment.

ii. Provide sufficient staffing to ensure effective operation of both the physical retail locations and the eCommerce storefronts.

iii. Offer employment opportunities to George Mason students, with compensation aligned to institutional student wage standards.

iv. Designate a dedicated Store Manager and Regional Manager to serve as primary points of contact for addressing all operational and technical matters related to the Bookstore (which shall be approved by the University). Subsequent changes in these assignments are to be made by the Contractor only after prior consultation with, and approval of the University. The University reserves the right to request replacement of the Bookstore Manager for good cause as determined by the University, or for actions considered to be not in the best interests of the University. Such action will be taken only after consultation with Contractor Administrators.

v. All personnel performing work under this contract shall be an employee of the Contractor or Subcontractor. 1099 employees” or independent contractors shall not be used. The minimum wage paid to any personnel performing work under this Contract shall be, at least, the greater of $15.25 per hour or the amount required under Virginia or Federal law. Employers will provide all equipment and supplies to their employees that are required for them to perform their duties at no additional expense to the employee

vi. The contractor shall provide sufficient personnel to ensure efficient and courteous service to patrons and must have adequately trained relief personnel available to substitute in the absence of regular employees. All employees are under the purview of the Contractor. The Contractor is responsible for the payment of all labor costs, fringe benefits, and payroll taxes.

vii. The contractor shall provide adequate training program(s) that it intends to use for the employees of the University Bookstore.

viii. Contractor employees must strictly adhere to campus regulations regarding personal behavior and all other rules and regulations of the University

e. Data Security and eCommerce Operations:

i. Provide and maintain all systems required for the successful operation of the George Mason Bookstore, including a robust Point-of-Sale (POS) system and seamless integration with the Mason Card that resides on the Atrium platform.

ii. Support a comprehensive technology platform for collecting faculty-required and recommended course materials, including the ability to source and sell custom course packs requiring copyright clearance.

iii. Notify George Mason of any suspected or confirmed breach of cardholder data.

iv. Disclose any data or credit card breaches experienced in the past two years and accept all data security controls required by George Mason. Proposals must include detailed protocols for securing institutional data, including safeguards applied by third-party vendors involved in the Offeror’s digital content programs.

v. Provide assurance regarding the protection and confidentiality of all student and customer data collected through business activities. All intended and permitted uses of this data must be clearly disclosed.

vi. Develop and maintain a fully branded, 24/7 eCommerce website for the George Mason Bookstore, ensuring minimal downtime and consistent accessibility. The website should also feature additional products through vendor drop-ship integrations, expanding the online assortment beyond what is available in-store.

vii. Be responsible for all technical systems and infrastructure required to fulfill online orders and eCommerce transactions for the George Mason Bookstore.

viii. Provide clear and accessible options for individuals to opt out of data sharing practices.

ix. Ensure all online platforms comply with George Mason’s accessibility standards, including conformance with Level AA of the most current Web Content Accessibility Guidelines (WCAG).

x. Reserve the right to require third-party accessibility audits, at the Offeror’s expense, to verify compliance.

xi. Please note that student and faculty data may not be used for direct marketing by the Offeror or its affiliates unless explicitly approved by George Mason.

xii. Please include the following documents as attachments to your proposal submission: Attestation of Compliance (AOC) with PCI DSS, VPAT, and HECVAT.

f. Financial Management:

i. Have complete responsibility for the financial administration of all George Mason Bookstore sales and services. Such responsibilities include, but are not limited to, managing the campus’s retail stores to the standards required by the University, processing payments for all goods, acceptance and deposit of all funds, reconciliation of accounts, preparation of monthly and annual financial reports, and all other such activities that may apply.

ii. Be responsible for assessing and paying all applicable sales tax for the George Mason Bookstore and eCommerce sites.

iii. Allow for tax exempt purchases (both in the George Mason Bookstore and eCommerce sites (including George Mason Athletics) for faculty and staff to make purchases on their credit cards or p-cards on behalf of George Mason.

iv. Purchase all on-hand inventory (at the time of transition) from the current operator as agreed upon by both parties.

B. Program Objectives & Expectations:

Proposers are required to provide clear, detailed, and reflective responses to each of the following sections. These sections are central to the evaluation process, and the quality, originality, and thoughtfulness of your responses will significantly influence proposal scoring and consideration. Using the Questionnaire in Bonfire, please address the following sections. Additional documents that are required for any section must be uploaded separately from the questionnaire and uploaded under the “Additional Documents” in the proposal section. Superficial or templated answers will not demonstrate the level of commitment the universities expect.

1. Operations, Expectations, and Campus Integration:

The George Mason University Bookstore is more than a retail operation. It embodies George Mason’s bold, innovative spirit and its commitment to openness and collaboration. It should embody the university’s mission, goals and core values, while serving as a vibrant hub that connects students, faculty, alumni, fans, and the surrounding Northern Virginia community.

i. Balancing Innovation and Identity George Mason is a young, forward-thinking university recognized for its dynamic spirit and ambition. How will you design and operate a bookstore that captures Mason’s energy and openness to varied perspectives, while also fostering a sense of tradition and pride comparable to more established institutions?

ii. Redefining Success Beyond Sales George Mason values impact over optics. Beyond financial outcomes, what measurable indicators would you track to gauge student engagement, inclusivity, community partnership, and campus well-being?

iii. Creating a Destination for a Modern Campus The Fairfax campus is a crossroads of ideas, technology, and culture. How would you design the bookstore to be a true “third place”, a destination where students gather, faculty collaborate, and the Northern Virginia community engages with George Mason’s intellectual and creative life? And how do you create the same vision for the Mason Square (Arlington) and Sci Tech campuses.

iv. Strategic Evolution Over Time Transformation must be intentional. What high-impact innovations would you introduce in year one to immediately signal progress? What phased initiatives would you roll out over five years to continually evolve the store’s physical, digital, and cultural presence?

v. Building a Team that Embodies Mason Values How would you recruit, train, and retain a team of qualified individuals that uphold and actively engage in George Mason’s mission, goals and core values rather than simply retail associates?

vi. Student Employment as Experiential Learning George Mason’s students are career-driven and globally minded. How would you structure student employment programs to serve as professional learning experiences, integrated with Career Services, entrepreneurship programs, and George Mason’s Innovation Ecosystem?

vii. Leading in an Era of Educational Change The higher-ed retail landscape is rapidly shifting. AI, micro-credentials, and digital access models are redefining the sector. How would you position George Mason as a national leader and testbed for new bookstore models that anticipate rather than react to disruption?

viii. Vision for the Future Picture the George Mason University Bookstore five years into your contract term What does it look and feel like? How has it changed the student experience, elevated the George Mason brand, and strengthened the connection between the university and its communities?

2. Engagement:

George Mason seeks a contractor who co-creates value, reflects institutional priorities, and invests in shared outcomes. The bookstore must be a collaborative platform for innovation, community, and storytelling.

i. How will you demonstrate shared ownership of goals and mutual accountability rather than a transactional relationship?

ii. Governance is central to collaboration. How will you ensure students, faculty, staff, and alumni voices are embedded in decision-making, perhaps through advisory councils, innovation labs, or student leadership initiatives?

iii. Mason’s academic and cultural calendar includes events like Amplify, Welcome2Mason, Mason Day, Homecoming, International Week, and Commencement. How would you activate these milestones within the store and across the campus to celebrate the George Mason community and its global identity?

iv. The D.C. Metro area is a dynamic ecosystem. How would you partner with local businesses, artists, and nonprofits to make the store a hub of community connection and civic engagement?

3. Course Materials:

George Mason’s priorities of affordability, access, academic freedom, and innovation demand a forward-looking approach to course materials. The selected contractor must integrate technology, transparency, and flexibility to meet diverse academic needs.

i. How would you lower student costs while preserving faculty autonomy across hundreds of disciplines with differing needs and educational approaches?

ii. OER and open digital resources play an expanding role at George Mason. How would you collaborate with faculty, libraries, and IT to institutionalize OER support, integrate it with SIS and LMS systems, and ensure ease of discovery for students?

iii. George Mason’s extensive graduate and professional programs require specialized materials. How would you create flexible solutions that accommodate these unique demands while maintaining affordability and ease of access?

3.1 Expanding Inclusive Access and Introducing Equitable Access:

As stated above, George Mason University values affordability, academic freedom, and transparency in all course material initiatives. The University seeks a Contractor that can expand Inclusive Access (IA) and/or introduce Equitable Access (EA) models in a way that enhances, not replaces, the trusted faculty-to-student relationship. In your proposal, please address the following:

i. How would you increase faculty understanding, confidence, and adoption of Inclusive Access models while reinforcing Mason’s principles of affordability and academic choice?

ii. What tools, analytics, and communication methods would you use to clearly demonstrate measurable student savings, improved outcomes, and compliance with Department of Education opt-out regulations?

iii. How would your strategy ensure that faculty see Inclusive or Equitable Access as empowering rather than prescriptive, especially in departments with diverse instructional approaches or open-resource preferences?

iv. What are your recommended steps to expand participation across disciplines while maintaining transparency and faculty autonomy in course material selection?

v. How would you position data such as student engagement, learning outcomes, or cost comparisons to sustain long-term faculty buy-in and inform continuous improvement?

3.2 Evaluating and Piloting an Equitable Access Model:

George Mason University is open to exploring an Equitable Access (EA) model if it aligns with the University’s mission, financial values, and student-centered culture. The University expects a thoughtful, evidence-based approach before any broad implementation. In your proposal, please address the following:

i. What framework would you use to assess whether Equitable Access aligns with Mason’s institutional priorities, culture of choice, and commitment to affordability?

ii. How would you engage key stakeholders including faculty governance, student leadership, and financial aid administrators in evaluating both benefits and concerns?

iii. Describe your approach to piloting an EA program responsibly: what data would you collect, what benchmarks would define success, and how would you ensure transparency throughout the pilot process?

iv. How would you address potential issues such as student opt-out rights, faculty autonomy, billing integration, and course-level flexibility?

v. Provide examples and case studies of where you have successfully piloted or implemented similar models, including lessons learned and measurable results.

4. Merchandise & Community Identity:

Merchandise is the most visible and emotional expression of the George Mason brand, representing pride, belonging, and innovation. The retail experience should reflect George Mason’s modern, diverse, and entrepreneurial identity.

i. What approach would you take to curate a product mix that aligns George Mason’s academic reputation with contemporary fashion and lifestyle trends, ensuring strong brand identity, market differentiation, and appeal to both students and alumni?

ii. How would you align the store’s retail experience with George Mason’s “global university” narrative, connecting international students, alumni, and visitors through globally inspired collections?

iii. George Mason alumni span the world. What strategies would you use to cultivate lifelong purchasing behavior and emotional connection, such as personalized digital experiences, milestone collections, or “Patriot for Life” campaigns?

iv. How would you balance national and premium brand partnerships with opportunities for local, minority-owned, and student-run brands to be featured within the store?

v. What innovative technologies, customer service strategies, and/or interactive features could be introduced to enhance the overall shopping experience and foster stronger connections with the George Mason Community in managing and enhancing the operations of the existing Patriot Tech Department in the GMU Bookstore?

5. Athletics & NIL:

Athletics at Mason is an integral part of student life and community identity. With NIL continuing to evolve, Mason seeks a firm that ensures integrity, compliance, and creativity in this new landscape.

i. How would you grow athletics merchandising while respecting licensing agreements and ensuring NIL opportunities are transparent and widely available?

ii. What innovative retail activations would you create to deepen fan engagement across athletics, esports, spirit, and student pride?

iii. What guiding principles would shape your NIL strategy at George Mason, and how would you ensure that it aligns with institutional values of fairness, transparency, and student success?

6. Transition & Implementation:

Transitions represent more than operational change. They are symbolic moments of renewal and trust building. Your transition plan will be closely scrutinized.

i. What visible and symbolic changes would you prioritize in the first 90 days to demonstrate transformation and credibility?

ii. How would you communicate the transition to George Mason’s students, faculty, and staff in ways that build enthusiasm, transparency, and community pride?

7. Store Renovation and Physical Transformation:

George Mason University envisions a bookstore that embodies its identity as a contemporary, innovative, and forward-thinking institution. The physical environment must serve as both a retail destination and a cultural hub that combines functionality, innovation, and design to enhance the student, faculty, staff, and visitor experience.

Proposers are encouraged to include renderings, design concepts, and case studies of comparable projects to illustrate their vision. Responses should demonstrate creativity, collaboration, and a tangible commitment to delivering a physical environment that advances George Mason University’s mission, brand, and long-term campus experience.

The selected contractor will be expected to collaborate closely with University stakeholders, including Facilities, Auxiliary and Business Services, and Marketing and Communications, to develop a renovation plan that is both aesthetically compelling and operationally efficient. In your proposal, please address the following:

i. Design Philosophy and Vision Describe your design philosophy for transforming the George Mason Bookstore into a modern, flexible, and welcoming environment. How will the physical space embody George Mason’s identity innovation, inclusivity, and community while remaining adaptable to future retail trends?

ii. Scope and Phasing Outline your proposed scope of renovation and improvement. Which areas would you prioritize (sales floor, course materials, technology zone, apparel, spirit shop, storage, etc.)? How would you phase renovations to minimize disruption to daily operations?

iii. Collaborative Design Process Detail how you would engage George Mason’s campus community of students, faculty, and staff in shaping the renovation vision. What forums, design sessions, or visual mockups would you utilize to ensure shared ownership and transparency?

iv. Sustainability and Accessibility Sustainability is central to George Mason’s mission. How would your renovation plan integrate environmentally responsible materials, energy-efficient systems, and accessible design features consistent with LEED and ADA standards?

v. Technology Integration The bookstore of the future must blend digital and physical experiences. How will your renovation integrate technology, interactive displays, digital signage, mobile checkout, self-service kiosks, and smart inventory systems to enhance engagement and operational efficiency?

vi. Community and Gathering Spaces How would you reimagine the bookstore as a place for connection that offers seating areas, event spaces, or collaborative zones for author talks, student showcases, and alumni gatherings? How would this align with George Mason’s culture?

vii. Branding and Visual Identity How will your renovation reinforce George Mason’s visual and cultural identity regarding color palette, typography, imagery, and storytelling through architectural details, signage, and merchandising presentation?

viii. Timeline and Project Management Provide a proposed timeline for renovation design, approval, and execution. How will you coordinate with George Mason’s project management team to ensure timely completion, cost control, and minimal operational disruption? Note: it is George Mason’s intent that the renovation would occur during the first year of this agreement.

ix. Capital Investment and Ownership Outline your proposed capital investment for renovations, including design costs, construction, fixtures, less your technology and systems. How will you structure financial responsibility and ensure that investments are both measurable and enduring?

x. Post-Renovation Maintenance and Refresh Describe how you will maintain the renovated space throughout the term of the agreement. What is your plan for ongoing refresh cycles, fixture updates, and technology upgrades to ensure the store remains contemporary and relevant?

8. Patriot Tech While the bookstore primarily serves students and the public, Mason faculty and staff occasionally make purchases there for university business, such as office supplies, IT equipment (e.g., Dell and Apple computers), and related accessories. Our current agreement with Barnes & Noble College accommodates this by allowing a limited markup of no more than 5% above the Dell contract price for faculty/staff purchases made for Mason business.

i. If your proposal includes selling IT products (computers, laptops, accessories), please specify how you will ensure competitive pricing and/or apply limited markups for Mason faculty and staff making purchases for university business purposes.

9. Financial Model & Investment:

The financial model must reflect a shared commitment to innovation, sustainability, and student success. George Mason expects contractors to think beyond standard commission structures toward collaborative reinvestment and measurable community impact.

i. What financial framework (guarantee, commission, hybrid) would you propose that best supports George Mason’s scale and growth trajectory?

ii. Beyond financial returns, what innovative reinvestments such as scholarships, student innovation grants, or sustainability initiatives would you commit to funding through the bookstore operations?

iii. How will you ensure full transparency through dashboards, shared forecasting tools, and regular joint financial reviews?

iv. Please provide a five-year sales projection by category.

v. Please complete Attachment D.

C. SALES BACKGROUND:

The chart below details the George Mason University Bookstore gross sales for the last three (3) Fiscal Years: 2023, 2024, 2025. Sales reporting is based upon fiscal year, July 1 through June 30. The information provided below is for reference purposes ONLY and does not serve as an estimate or guarantee of future sales.