5-RFP26-05 Tourism Marketing Services FINAL w Exhibits.pdf

REQUEST FOR PROPOSALS (RFP)

Incorporated County of Los Alamos Procurement Division

101 Camino Entrada, Building 3 Los Alamos, NM 87544

RFP26-05 Tourism Marketing Services

Template Version: 20250321

NOTIFICATION REGARDING SUBMISSION PROCESS AND REGISTRATION INSTRUCTIONS

The Incorporated County of Los Alamos (“County”) has recently implemented a new on-line eProcurement portal. This new platform, Euna Procurement powered by Bonfire, provides the County’s electronic Bid and Proposal process (“County’s Procurement Portal”). It is where the County will post solicitation opportunities, including Invitation for Bids (IFB), Request for Proposals (RFP), Request for Qualifications (RFQ) and Request for Information/Interest (RFI). The County’s Procurement Portal will streamline the County’s Bid process for Bid or Proposal submission, acceptance, evaluation, and award. For vendors, the County’s Procurement Portal will enhance communication, allow for fast and accurate Bids and Proposals, and provide automatic notification about projects.

Registered vendors will view and submit Bids and Proposals electronically. The past practice of submitting electronic Bids and Proposals by email or submitting paper Bids and Proposals is being phased out. If you are seeing this notification in a solicitation document, submissions will be accepted ONLY electronically through the County’s Procurement Portal for this solicitation. It is every Offeror’s responsibility to read, understand, and submit Bids and Proposals in accordance with the instructions provided in and specific to each solicitation document.

Requested Action: Please register as a vendor on the County’s Procurement Portal by visiting https://losalamosnm.bonfirehub.com and click on “Register”. Registration is free and only takes a few minutes. Please be sure to select the applicable NIGP: The Institute for Public Procurement (“NIGP”) Commodity Codes for your business when you are prompted so that you can receive notification of recommended opportunities when they are sent out by the County to the NIGP Commodity Codes you have selected.

Already Have a Bonfire Vendor Account? If you already have a Bonfire vendor account and are already registered for another agency’s portal, you will still need to visit the County’s Procurement Portal at https://losalamosnm.bonfirehub.com and click on “Log In” to provide County-requested information, view open opportunities, receive opportunity notifications, and submit Bids and Proposals through the County’s Procurement Portal. You will be able to manage the multiple agencies with whom you do business through the button labelled “My Supplier Hub” in your Bonfire account.

For Bonfire Support, visit the Vendor Help Center at https://vendorsupport.gobonfire.com where you can view support articles and videos and search FAQ’s on all aspects of Bonfire. For personal assistance, you can email Support.Bonfire@eunasolutions.com . Support is available Monday to Friday from 6:00 a.m. to 6:00 p.m. Mountain Time.

https://losalamosnm.bonfirehub.com/ https://losalamosnm.bonfirehub.com/ https://vendorsupport.gobonfire.com/ mailto:Support.Bonfire@eunasolutions.com

NEEDS STATEMENT

Los Alamos County presents a unique opportunity as a tourism destination. Los Alamos County is seeking a qualified and experienced marketing and public relations agency to develop and execute a comprehensive, results-oriented tourism marketing program. The selected agency will direct efforts in traditional and digital advertising, public relations, web and social media engagement, and special event support. The overarching goal is to enhance awareness of Los Alamos County as a premier leisure destination—locally, statewide, and nationally—with a focus on increasing visitor numbers and overnight stays.

SOLICITATION INFORMATION

Solicitation No. RFP26-05

Solicitation Title Tourism Marketing Services

Single-step or Multi-step Single-step

Requesting Dept. Community Development Department – Economic Development Division

SOLICITATION SCHEDULE

Advertised July 3, 2025

Pre-Proposal Conference Non-Mandatory July 8, 2025 10:30 a.m. Mountain Daylight Time (MDT) Virtual, utilize the link below.

https://tinyurl.com/3kmu9dd2

Question Submission Deadline

July 14, 20252 p.m. MDT

Responses to Questions Issued by County

July 16, 2025 5 p.m. MDT County reserves the right to issue responses at any time prior to this date.

Proposal Due Date and Closing

July 22, 2025 2 p.m. MDT Late responses will not be considered

CONTACT INFORMATION

Procurement Contact Name Derrill Rodgers

Title Deputy Chief Purchasing Officer

E-Mail derrill.rodgers@losalamosnm.gov

Phone No. 505.663.3507

ESTIMATED PROCESS SCHEDULE AFTER CLOSING

The estimated dates of the solicitation process after closing are tentatively planned as follows, are provided here for informational purposes only, and at County’s discretion, may be subject to change without prior notification. Discussions may be conducted with responsible offerors who submit Proposals determined to be reasonably likely to be selected for award for the purpose of clarification to ensure full understanding and conformation with the solicitation requirements for the purpose of obtaining best and final offers.

Proposal Evaluation July 23, 2025 – July 31, 2025

Contract Drafting, Legal Review, and Negotiations

August 1, 2025 – August 28, 2025

County Council Approval Required for contracts >$300,000.00 September 9, 2025

Estimated Contract Effective Date

October 1, 2025

RFP26-05 Tourism Marketing Services https://tinyurl.com/3kmu9dd2

1. ELECTRONIC SUBMISSIONS

A full copy of the solicitation and all associated documents can be found on the County’s Procurement Portal at https://losalamosnm.bonfirehub.com/. Only Proposals submitted through the County’s Procurement Portal by the Proposal Due Date stated herein, or as may be modified by addendum, will be considered. Late responses will not be considered. To register to view and download solicitation documents and submit a Proposal through the County’s Procurement Portal, follow the instructions on page 1 of this solicitation.

2. ADDITIONAL DOCUMENTS AND INFORMATION INCLUDED AS A PART OF THIS RFP

Additional documents are referenced in this RFP, which may include, but are not limited to, exhibits, attachments, links to documents online, and documents that are provided through the County’s Procurement Portal. Any such documents are considered to be a part hereof and constitute, along with this solicitation document and any addenda, the complete solicitation package. Documents required to be submitted as a component of Offeror’s Proposal will be noted as such in each individual solicitation posted on the County’s Procurement Portal, and Offerors will be unable to submit their Proposals through the County’s Procurement Portal until all required documents and information have been uploaded or provided by Offerors.

Please also reference “Proposal Format and Response Components” below.

3. GRANT RELATED INFORMATION

It is not anticipated that this project will be funded by a grant; no additional grant-related information provided.

4. QUESTIONS

Any questions must be received in writing at least five (5) business days prior to the submission due date, unless otherwise stated herein or in an addendum. Questions must be submitted through the County’s Procurement Portal. Please follow the instructions on page one (1) of this document to register for the County’s Procurement Portal to submit written questions. Offerors who submit questions via e-mail or by phone shall be redirected to submit written questions through the County’s Procurement Portal.

Offerors must submit in writing through the County’s Procurement Portal, as stated herein, any questions or requested clarification necessary for Offeror to provide a complete response with all Proposal response components and pricing included. Offerors are asked to refrain from including in Proposals statements such as “more information available upon request,” “pricing to be determined,” or other similar statements. Such statements and failure of Offeror to seek clarification needed for Offeror to provide the requested information may result in an Offeror being found non-responsive or non-responsible. This in no way may be construed to conflict with County’s right to hold interviews and discussions for clarification with Offerors, as further described herein.

5. PRE-PROPOSAL CONFERENCE

The County will hold a non-mandatory pre-Proposal conference via a virtual format on the date and time noted in the Solicitation Schedule for this RFP and on the County’s Procurement Portal. The purpose of this conference is to allow potential Offerors to ask questions regarding this RFP and the County’s RFP process. Information about the virtual meeting will be sent to all entities that have registered for this solicitation opportunity through their County Procurement Portal Vendor Account.

County reserves the right to send pre-Proposal conference information to any vendors or requesting individuals.

RFP26-05 Tourism Marketing Services https://losalamosnm.bonfirehub.com/

6. MULTI-STEP PROCESS

This is a single-step RFP; multi-step process information does not apply.

7. DEMONSTRATION INFORMATION

Demonstrations are not planned for this RFP.

8. GENERAL INFORMATION

8.1. About Los Alamos County. The Incorporated County of Los Alamos is situated at the foot of the Jemez Mountains on the Pajarito Plateau with an elevation ranging from 6,200 feet to 9,200 feet. Los Alamos is an incorporated county, established under a special provision of the State constitution, giving it both county and municipal authority and powers. Two distinct communities, Los Alamos Town site and White Rock, each with its own visitor center, are home to ~19,000 people. Los Alamos is mostly known for the historic accomplishments of its largest employer, Los Alamos National Laboratory, and continues to gain notice for its vast scenic assets and recreational opportunities. Visit the Los Alamos County website (www.losalamosnm.us) and the tourism website (www.visitlosalamos.org) for more information.

8.2. Unless otherwise defined, the following terms may be used interchangeably throughout this RFP:

“Offeror,” “Contractor,” and “Vendor” “Proposal,” “Response,” and “Submittal” “Software,” “Solution,” and “System” “Project” and “Services” “RFP” and “Solicitation”

8.3. The County invites Proposals from all qualified respondents. No Proposal may be withdrawn after the scheduled closing time. Proposals will not be accepted after the scheduled closing time. Please make note of the submittal requirements outlined in this solicitation. Read and follow the instructions carefully.

Include the required documents stated in this RFP as part of your submittal packet. Any misinterpretation or failure to comply with the submittal requirements could result in rejection of the Proposal. Proposal preparation is at the Offeror’s expense.

8.4. Any change(s) to the solicitation will be conveyed through the written addenda process. Read carefully and follow all instructions provided on any addendum, as well as the instructions provided in the original solicitation. Offerors are expected to acknowledge receipt of addenda by submitting signed copies of addenda with the submitted Proposal.

8.5. County reserves the right, at its sole discretion, to accept or reject any Proposals; to waive any and all irregularities in any or all statements or Proposals; to request additional information from any or all respondents; and to award a contract to the responsible Offeror whose Proposal is most beneficial to County. While County intends to execute a contract for the services listed herein, nothing in this document shall be interpreted as binding County to enter into a contract with any Offeror.

8.6. Proposals are Public Records. Pursuant to the New Mexico Inspection of Public Records Act, NMSA 1978, Chapter 14, Article 2, all materials submitted under this RFP shall be presumed and considered public records. Except to the extent any information may be protected by state or federal law, Proposals shall be considered public documents and available for review and copying by the public. County declines to sign any non-disclosure agreements or confidentiality agreements submitted by potential Offerors. If an Offeror fails to submit information requested in the RFP that Offeror considers to be confidential, the County reserves the right to find any Offeror’s Proposal non-responsive or non-responsible based on the information provided in or excluded from Offeror’s response.

RFP26-05 Tourism Marketing Services

8.7. The County contemplates a multi-term contract as a result of this RFP. The term of the contract may be for a period of up to three (3) years. This is the written determination of the Chief Purchasing Officer that such a contract will serve the best interests of the County by promoting economies in County procurement.

8.8. Offerors are notified that they must propose pricing for each potential year of the contract. County may consider, but is under no obligation to accept proposed cost escalators (e.g., a proposed specific dollar amount) or a cost escalator mechanism (e.g., an annual percentage escalator or use of a Consumer Price Index or Producer Price Index) for future years of an agreement. Pursuant to County Ordinance, the use of a cost-plus-a-percentage-of-cost contract is prohibited.

8.9. Offerors are informed that State law requires that all foreign corporations (NMSA 1978 §53-17-5) and limited liability corporations (NMSA 1978 §53-19-48) procure a certificate of authority to transact business in the state prior to transacting business in the State of New Mexico.

8.10. The Chief Purchasing Officer has determined a preference is applicable to this solicitation. Offerors must submit a written request for preference, using the Request for Preference form provided through the County’s Procurement Portal, with a copy of the applicable state-issued preference certificate, with its Proposal to qualify for preference. Ref. County Code Section. 31-261(b) and Section13-1-21 NMSA 1978 et al.

9. PROPOSAL REVIEW AND EVALUATION

Proposals shall be handled so as to prevent disclosure of the identity of any Offeror or the contents of any Proposal to competing Offerors during the process of negotiation.

After the RFP has closed, Procurement Division staff prepares a register of Proposals containing the name of each Offeror, the number of modifications received, if any, and a description sufficient to identify the item offered. The register of Proposals is open to public inspection only after contract award.

Procurement Division staff releases Proposals to the Evaluation Committee. The Evaluation Committee reviews and evaluates the submittals. If interviews are conducted, they may only be for the purpose of clarification and may be used for adjusting the final score. Discussions may be conducted with responsible offerors who submit Proposals determined to be reasonably likely to be selected for award for the purpose of clarification to ensure full understanding and conformation with solicitation requirements for the purpose of obtaining best and final offers. For proposals that qualify for Preference, as described in the Request for Preference form provided through the County’s Procurement Portal, preference factors will be applied as applicable in accordance with the most current County Code Section 31-261(b) and NMSA 1978 Section 13-1-21 et al., as may be modified from time to time.

The Evaluation Committee Chairperson provides final evaluation results to the Procurement Division.

Award shall be made to the responsible Offeror whose Proposal is determined in writing by the Evaluation Committee to be the most advantageous to the County, taking into consideration the evaluation criteria set forth in the solicitation.

10. AWARD OF SOLICITATION

Following award of the solicitation, the successful Offeror will be required to execute a contract with County in accordance with the terms and conditions set forth in the Sample Agreement, which is provided through the County’s Procurement Portal. Offerors must identify any exception or other requirements, if any, to the terms and provisions in the Services Agreement, along with proposed alternative language addressing the exception. County, as a governmental entity, is subject to certain laws and prohibitions and may, but is not required to, negotiate changes in contract terms and provisions, but will not agree to language that is in violation of the law. The Agreement as finally agreed upon must be in form and content acceptable to County.

11. OBLIGATIONS OF FEDERAL CONTRACTORS AND SUBCONTRACTORS; CONTRACT CLAUSES

Federal Contractors and Subcontractors shall abide by applicable state and federal requirements, which may include but are not limited to all the provisions set forth in 29 CFR Part 471, Appendix A to Subpart A, and may be required to be included or incorporated by reference into the Agreement.

12. ILLEGAL ACTS

The County Procurement Code, Article 9, imposes remedies and penalties for violation of the County Code. In addition, New Mexico criminal statutes impose felony penalties for illegal bribes, gratuities, and kickbacks.

13. CERTIFICATION FORM REGARDING DEBARMENT, SUSPENSION, AND OTHER

RESPONSIBILITY MATTERS

Offerors are requested to complete the Certification Regarding Debarment, Suspension, and Other Responsibility Matters Form, provided through the County’s Procurement Portal, and submit with the Proposal. If this completed document is not included with the Proposal, it must be provided prior to the evaluations of the received Proposals, otherwise the Offeror’s Proposal will not be considered. This Form serves as a warrant of the Offeror’s responsibility and may not necessarily preclude the Offeror from consideration for award.

14. CAMPAIGN CONTRIBUTION DISCLOSURE FORM

A Campaign Contribution Disclosure Form is provided through the County’s Procurement Portal.

Offerors are requested to complete and submit with the Proposal. If the Form is not submitted with the Proposal, upon award, Contractor must submit this form prior to County’s obligation to pay for the services.

15. VERIFICATION OF AUTHORIZED OFFEROR

A Verification of Authorized Offeror Form is provided through the County’s Procurement Portal. Offerors are requested to complete and submit with the Proposal. This Form provides County with the name and information of the authorized Officer who can obligate the selected firm in providing the services to the County.

16. BACKGROUND INFORMATION RELATED TO THE SCOPE OF WORK OR SERVICES

Situated at the base of the Jemez Mountains in beautiful northern New Mexico, Los Alamos is an incorporated city and County with approximately 13,500 residents who live in Los Alamos Townsite and another 5,500 residents who live in the neighboring community of White Rock. Having grown out of the Manhattan Project in the 1940s, the community is home to the Los Alamos National Laboratory and known worldwide for its scientific and technological accomplishments. Los Alamos County offers a fascinating legacy of world-changing science and technology, an international population, world-class cultural activities, uncommon high-altitude recreational opportunities and small-town friendliness – all in a spectacular natural setting.

At 7,300 feet elevation, Los Alamos is “big pine” country, providing a wealth of high-altitude recreational resources, including in no particular order:

1. Pajarito Mountain, located five (5) miles from downtown Los Alamos, accommodates downhill and cross-country skiing, snowboarding and snowshoeing in the winter, mountain biking in the summer and fall, and hiking year-round.

2. Los Alamos County Golf Course, an 18-hole, par 72

3. Larry R. Walkup Aquatic Center, featuring a 50-meter, Olympic-size pool (used by Olympic athletes from around the globe), a therapy pool, a multi-generational pool with water slide and lazy river, as well as scheduled events and activities;

4. Los Alamos County Ice Rink, the only refrigerated, NHL regulation, outdoor ice rink in New Mexico; recently renovated to include new restrooms and changing rooms, and

5. More than 200 miles of County network and U.S. Forest Service trails that traverse through and around Los Alamos.

Los Alamos County and partners are striving to bring arts and culture activities to residents and visitors alike, including concerts, art fairs and exhibits, lectures, festivals, dance performances and theater events scheduled throughout the year. There are several tourist attractions in the County which include:

1. Bradbury Science Museum

2. Los Alamos Nature Center

3. Los Alamos History Museum

4. Fuller Lodge and Art Center

5. Ashley Pond Park

6. Historic Walking Tour

7. Mesa Public Library Art Gallery

The downtown areas of Los Alamos and White Rock are designated as a MainStreet District.

Downtown Los Alamos, as well as some important cultural assets nearby, are a designated Creative District. One of the few to infuse the traditional “arts & culture” assets with the unique art of science, the Creative District was designated and accredited in 2009 by New Mexico MainStreet, Department of Cultural Affairs divisions: New Mexico Arts and Historic Preservation, Tourism Department, and the McCune Charitable Foundation. To this date, the program remains to be the only MainStreet program in the state with two districts.

Programs for each district provide for many of the unique events at businesses and attractions in Los Alamos’ town center. The Los Alamos MainStreet and Creative District is designated and accredited by the New Mexico MainStreet (“NMMS") program, under the New Mexico Economic Development Department and is accredited by Mainstreet America.

MainStreet and Creative District programs are funded, in part, by Los Alamos County’s Economic Development Division via a contract with Los Alamos MainStreet, a program of the Los Alamos Commerce and Development Corporation (“LACDC”). The program offers trainings and resources for entrepreneurs, focusing on economic development, district revitalization, and promoting small businesses, For MainStreet, LACDC conducts meetings with the MainStreet Futures group of local business interests, administers promotion grants for local events and organizations within the District and executes County-directed programs, projects and community events (e.g., Halloweekend, WinterFest, Farmer’s Market), as well as the County’s signature event: ScienceFest. For the Creative District, LACDC curates, coordinates and executes events in the District that capitalize on the strong influence of science and history on Los Alamos’ arts and culture scene.

Additionally, Los Alamos is the gateway to three (3) National Parks, sharing borders with: Bandelier National Monument (“BNM”), Valles Caldera National Preserve (“VCNP”) and Manhattan Project National Historical Park (“MPNHP”). VCNP and MPNHP were both established in 2015.

In February 2018, the County Council accepted the Los Alamos Tourism Strategic Plan based on a comprehensive stakeholder outreach and strategic planning effort. The plan provides a strategic framework with goals and tactics that guide the County’s efforts to develop and sustain a strong tourism economy. An eleven (11) member Tourism Implementation Task Force was created as an ad hoc advisory group, whose members were appointed by Council to assist in identifying and researching priority projects. As of 2024, the Task Force was absorbed by the Lodgers’ Tax Advisory Board. The plan recommends a focus on the three strongest components of Los Alamos’ tourism offerings— outdoor recreation, history and science. This complete plan is available at https://www.losalamosnm.us/files/sharedassets/public/v/4/departments/economic-development/documents/lactourismstrategicplan.pdf

The County is putting its outdoor recreation assets at the forefront of its tourism and economic development efforts. Collaborating with the New Mexico Economic Development Department’s Outdoor Recreation Division and the statewide EndeavOR Alliance, the County is working to leverage all funding opportunities and technical assistance for identifying gaps and developing an outdoor recreation economy strategic plan. Working closely with the County’s Community Services Department and its Parks, Recreation and Open Space Division, the County’s Economic Development Division is identifying key recreational assets, events and itineraries that deliver the outdoor experiences road trippers are seeking.

Los Alamos County participates in New Mexico Tourism Department (NMTD) programs, events, and partnerships. County staff also serves on the NMTD’s North Central Region Marketing Board and is a member of the New Mexico Hospitality Association.

The Tourism Marketing campaign is executed in cooperation with the Visitor Operations and Management contract. The Visitor Operations contractor is responsible for managing the visitor experience within a 60-mile radius of Los Alamos. This includes the following:

1. distributing visitor information – working with the County to identify key distribution points for Los Alamos visitor information materials, including visitor centers, hotels and other tourist locations; then stocking, monitoring, tracking and assessing effectiveness of each distribution point;

2. staffing and operations for the County’s two (2) visitor centers in Los Alamos Townsite and White Rock, and includes: visitor assistance, distribution of visitor information, coordination Tourism Marketing Services efforts, including website updates and social media posts and campaigns, as well as specific state and regional tourism advertising and marketing efforts;

and

3. collecting and reporting data from visitors at the centers through on-site surveys.

Close collaboration and coordination between the Visitor Operations contractor and Tourism Marketing is critical to the County’s goals and objectives for developing, increasing and tracking the performance of tourism. Both contracts are administered and managed by the County’s Economic Development Division and funded by Lodgers’ Tax revenues.

The Tourism Marketing and Visitor contracts are also provided guidance from the Lodgers’ Tax Advisory Board (“LTAB”), appointed by the County Council and charged with advising the County Manager and Council on the expenditures of 5% Lodgers’ Tax received from the local lodging establishments for advertising, publicizing and promoting tourist attractions and facilities in and around the County, per State statute and County code. Also, per regulation, the LTAB is restricted to five (5) members: two representing the lodging industry, two representing tourist-related industries, and one representing the community “at large”. LTAB meets monthly and provides the forum for discussion of trends, needs and strategies for developing the tourism industry in Los Alamos. Both the Tourism Marketing and Visitor contractors attend all meetings (either in person or remotely) to discuss strategy and present ideas and plans for creative and operational execution.

Read LTAB’s most current workplan at https://losalamosnm.us/government/Leadership/Boards- Commissions.

CURRENT TOURISM MARKETING PROGRAMS AND INITIATIVES

The following projects, programs and initiatives are in progress in collaboration with identified tourism industry partners.

a. Regional/State Tourism Industry Collaborations. The County is active in the New Mexico Hospitality Association events and activities. The County has ongoing relationships with superintendents and staff at Bandelier National Monument, Manhattan Project National Historical Park-Los Alamos, and Valles Caldera National Preserve. As one of three non-contiguous sites of the Manhattan Project National Historical Park, the County liaises with the U.S. Department of Energy and Los Alamos National Laboratory to develop the Park assets on DOE property, and partners with the Los Alamos Commerce and Development Corporation and the destination management organizations at the Oak Ridge, TN and Hanford, WA sites to coordinate marketing efforts.

b. Local Partnerships Coordination and Collaborations. Los Alamos County’s downtown area is a designated MainStreet and Creative (Arts & Culture) District, within which reside many of the County’s tourism attractions, including the Bradbury Science Museum, the Los Alamos Historical Museum, Ashley Pond and the Los Alamos Nature Center operated by the Pajarito Environmental Education Center. The Los Alamos MainStreet and Creative District facilitates coordinated programming and promotion of Los Alamos County tourism attractions and events. The Tourism Marketing Contractor is expected to coordinate marketing and public relations with the Los Alamos MainStreet and Creative District manager to promote tourism experiences.

c. Event Sponsorships/Participation. Los Alamos County currently exhibits at the New Mexico State Fair and Albuquerque International Balloon Fiesta, staging interactive activities, including contests, to incentivize event visitors to travel from Albuquerque to Los Alamos.

In addition, tourism marketing efforts are employed to promote the County’s signature event: ScienceFest, a multi-day festival of discovery, invention and innovation, held in the summer to highlight the innovations coming out of the Lab and the community. This event is executed via contract with LACDC’s MainStreet program (losalamossciencefestival.com). Depending upon the event and infrastructure, the Tourism Marketing contractor may provide staffing, logistics, creative, materials, advertising and/or public relations, as well as a report of performance measures.

d. Bandelier Shuttle Program. Bandelier National Monument is the number one destination for most of the 250,000 visitors to Los Alamos County. The County facilitates visitor access by providing parking and restrooms at the White Rock Visitor Center/RV parking facility. In addition, Los Alamos County’s Atomic City Transit also provides shuttle service in Bandelier during the peak season months as a part of an agreement.

e. New Mexico True Campaign and Creative Resources. Los Alamos County partners and participates with the New Mexico Tourism Department’s New Mexico True campaigns, programs, events and activities. The Tourism Marketing Services contractor shall assist in planning and execution of these projects, including the incorporation of NMTD’s brand refresh, along with Los Alamos’ community brand in the development and distribution of creative content.

f. NMTD Grant Funding. The County acts as the fiscal agent for all identified grant opportunities to enhance our tourism efforts. To date, Los Alamos tourism entities have collaborated to apply for Cooperative Marketing Grants and other grant programs offered by the New Mexico Tourism Department (NMTD). NMTD grants are matching grants, with the Los Alamos portion funded, all or in part, by a portion of the Tourism Marketing Services contract budget. The Tourism Marketing Services contractor may be expected to administer the grant and provide proof of all NMTD-approved advertising placements for grant reimbursement. The County is interested in exploring other grant programs opportunities.

17. SCOPE OF WORK OR SERVICES (“SCOPE”)

17.1. Marketing Plan Development and Implementation. The selected Contractor shall create and annually update a comprehensive Marketing Plan that outlines strategic goals, target audiences, performance measures, budget allocations, and implementation tactics across advertising, public relations, event marketing, and digital engagement. This Marketing Plan will serve as the guiding framework for evaluating all approved and proposed tourism marketing projects, as determined by the County’s Project Manager. It must include a production and review schedule, budget impact projections (including direct costs, overhead, and/or contractor fees), consistent messaging such as slogans, a mix of media channels (including print, web, events, digital, and story placement), and a method for evaluating return on investment (ROI). A sample Marketing Plan is provided as Exhibit A for reference.

Annual Plan Schedule and Review. Within sixteen (16) weeks of the effective date of an Awarded Agreement, the Contractor shall submit a preliminary draft of the Year 1 Marketing Plan to the County’s Project Manager for review and comment. The final version of the Year 1 plan must be submitted and approved no later than twenty (20) weeks from the effective date. For each subsequent year of the Agreement, the final Annual Marketing Plan shall be submitted by August 1 and presented at the August meeting of the Los Alamos Tourism Advisory Board (LTAB).

17.1.1. To ensure continuity of tourism marketing activities during the development of the full Marketing Plan in Year 1, the Awarded Contractor shall develop an Interim Marketing Plan and conduct an Initial Market Assessment.as described below.

17.2. Develop an Interim Marketing Plan within 8 weeks of contract execution. This plan must identify any ongoing or pending tourism marketing projects and provide detailed information on the scope, timeline, staffing, budget, and performance measures for each. The purpose of the Interim Marketing Plan is to ensure continuity of tourism marketing activities while the full Annual Marketing Plan is being developed.

17.3. Conduct an Initial Market Assessment within 12 weeks of contract execution that evaluates current tourism marketing activities and provides recommendations for improvement. The assessment must align with existing County plans, broader tourism trends at both the national and regional tourism levels, and community goals. The analysis should include a review of the Tourism Strategic Plan, the Economic Vitality Strategic Plan, and LTAB workplans. Results of the Assessment shall be utilized in drafting of the year 1 Annual Marketing Plan.

17.4. Work with previous agreement holder to ensure seamless transition and integration of current initiatives and programs.

17.5. Design and implement a Tourism Marketing Data Plan using advanced tracking tools such as geofencing, mobile location analytics, visitor spending in business community, and integrated Customer Relation Management (“CRM”) solutions. The plan must capture visitor demographics, origin, behavior, and campaign influence metrics to enhance ROI tracking and inform future marketing investments.

To demonstrate return on investment (ROI) and maintain alignment with current industry standards and performance benchmarks among destination marketing organizations, the Contractor shall benchmark and report performance against the following targets:

17.5.1. Increase website sessions by 10–15% annually, with a focus on organic traffic growth and conversions through key landing pages.

17.5.2. Grow social media audience by 10–20% annually across active platforms (Facebook, Instagram, YouTube, LinkedIn, etc.), with higher emphasis on engagement rates and quality interactions rather than vanity metrics.

17.5.3. Secure a minimum of four earned media placements annually in targeted regional and national publications, with at least two in high-impact, top-tier outlets (e.g., travel, science, or outdoor lifestyle verticals).

17.5.4. Demonstrate a year-over-year increase in tourism visitation and provide insight on the visitor journey and its demographics using a third-party data application. Reports should be broken down by visitor origin, sector (e.g., retail, dining, lodging), and time of year.

17.5.5. Increase qualified leads and newsletter subscribers by 15% annually, using CRM data to track user engagement, retention, and audience segmentation growth.

17.5.6. Maintain or increase Lodgers’ Tax revenue year-over-year, with a long-term goal of exceeding pre-FY2019 levels adjusted for inflation and regional travel trends.

17.5.7. Achieve and maintain a digital campaign engagement rate (CTR) of 0.5–1.5%, consistent with average benchmarks for travel and tourism content marketing.

17.5.8. Present the draft plan to County’s Project Manager for review, input, and approval.

17.6. Design and present a draft robust digital marketing strategy to County’s Project Manager for review, input, and approval. Once approved, execute the digital marketing strategy, the strategy shall include but is not limited to the following:

17.6.1. Paid social media and streaming advertising (Meta, TikTok, LinkedIn, YouTube)

17.6.2. Search engine marketing (Google Ads, Bing)

17.6.3. Programmatic advertising and retargeting campaigns

17.6.4. Email marketing and newsletter campaigns using a CRM platform

17.6.5. Influencer collaborations and user-generated content promotion

17.6.6. Short-form video content and virtual experiences

17.7. Submit monthly Activity Reports and an annual Performance Report (within the first quarter of each calendar year) measuring Key Performance Indicators (“KPIs”) and media metrics (e.g., impressions, reach, engagement rate, Click Through Rate (“CTR”), conversions, Search Engine Optimization (“SEO”) rankings, social sentiment).

17.8. Provide support for submitting grant proposals and administration upon receival as needed.

17.9. Support of the NMTD Advertising program, through a $15,000.00 annual payment for Advertising opportunities through New Mexico True advertising platforms in support of the County’s advertising opportunities through NMTD.

17.10. Provide event support (fora minimum of two (2) and up to four (4) major events, as determined by County’s Project Manager, annually), including digital promotion, on-site digital engagement (QR codes, social check-ins, livestreams), staffing, logistics, and materials or public relations, and performance tracking. Examples of past events include the Albuquerque International Balloon Fiesta and the New Mexico State Fair.

17.11. Participate in strategic planning and advisory board meetings to share updates on KPIs and any additional tourism information (up to 12 LTAB meetings per year, plus a potential 1–2 additional strategic sessions)

All deliverables must strictly adhere to Los Alamos County’s approved community brand and Brand Style Guide attached as Exhibit B. Contractors must demonstrate fluency in the latest tourism marketing trends, including:

1. Targeted digital ad placement across mobile, social, and streaming platforms

2. Real-time engagement through social media campaigns and influencer partnerships

3. SEO/SEM strategies to drive traffic and visibility

4. CRM-based email marketing and personalization tactics

5. ROI tracking using tools such as Google Analytics 4, Meta Insights, dashboards, and geolocation intelligence

6. Grant writing and administration experience is preferred, particularly with New Mexico

Tourism Department programs Strong collaboration with County staff, the Visitor Services contractor, and community partners will be essential. The County encourages innovative approaches that elevate visitor experience, enhance cultural and scientific storytelling, and build long-term tourism capacity.

18. PROPOSAL FORMAT AND RESPONSE COMPONENTS

18.1. Offerors must submit a Proposal to the County in the format described herein, subject to Section 8.5, and through the County’s Procurement Portal. Information provided in the Proposal may be used in the contract between the successful Offeror and the County.

18.2. To facilitate the review process, unless otherwise stated herein, County’s preference, though not a requirement, is that Proposals be limited to fifty (50) pages, not including exhibits, attachments, or marketing materials; that Proposals are 8.5 x 11 inch format; and that general marketing materials should not exceed ten (10) pages.

18.3. Unless otherwise specified herein or on the County’s Procurement Portal, Proposal documents should be submitted in PDF format.

18.4. For uniformity in the Proposal review process, please sequence Proposals as shown below using the same header names as below. Additional information may be included by Offerors in attachments, provided that Proposals include and address, in the sequence requested, the elements requested in the Proposal Format and Scope.

18.5. Whenever describing Offeror’s ability to provide the services described in the Scope, reference the header for that section and restate the section to which Offeror is responding.

18.6. As determined acceptable by the evaluation committee, the successful Offeror will be selected to provide some or all of the services described herein, to meet the County’s needs. Offerors are expected to identify in their Proposals any modifications to the proposed Scope that may be deemed necessary or might aid in successfully delivering services

18.7. Proposal Response Components. Responses should include the following Proposal Response Components:

Sect.

No. Section Title

Submission Information

(In addition to any other information requested herein.

1 Cover Sheet (One page only)

1. Provide the full legal name of the Contractor who will execute the contract, and the name, phone number, and e-mail address of the primary person responsible for responding to questions and communication related to the RFP.

2. Reference the RFP number and name.

Cover Letter and

Executive Summary (One page only)

1. Include qualifications and a narrative description of the characteristics that set the Offeror apart such as unique examples of service or added value, and any recognition or endorsements received.

2. Provide a clear, concise overview of Offeror’s Proposal.

3 Qualifications and Experience

1. Describe Offeror’s prior experience performing similar work, particularly providing examples from the last 5 years.

2. State qualifications of Offeror’s staff who might be assigned to provide services. Describe training and ability to perform the required services and availability to perform this work.

3. Describe organization’s experience and familiarity with Los Alamos and relationships with other hospitality and tourism entities within Los Alamos County, if any.

4 Subcontractors and Experience

1. Description of Subcontractors and Subcontractor Personnel Experience. State qualifications of subcontractor’s staff who might

Sect.

No. Section Title

Submission Information

(In addition to any other information requested herein.

be assigned to provide services.

5 Sample Marketing Campaigns

1. Provide samples of at least three (3) prior successful marketing campaigns completed by Offeror including process and materials that show how the marketing campaigns were successful;

6 Sample Marketing Strategy

1. Provide a sample marketing strategy, including proposed metrics and data collection mechanisms.

References And Previous Clients

1. The County reserves the right to contact some or all the references and previous clients to verify any information provided and to request that references provide additional information.

2. If previous client reference information is confidential, you may state so, however, evaluation scores will reflect Offeror’s inability to include requested reference information in the Proposal.

3. Using the Reference Worksheet provided on the County’s Procurement Portal, provide a minimum of 2 references and previous clients where similar services were performed in the last 3-5 years.

4. References and previous clients should include company name, address, contact name, position, telephone number, and the period during which services were provided.

Description of Services and Ability to Provide the

Scope of Work or Services

1. Use the headers from the Scope of Work in the response.

2. Summarize, in narrative form, Offeror’s understanding of the requested Services, and describe Offerors process, planning methodology, approach and ability to fulfill the Scope of Services and identify any modifications to the proposed Scope of Services that may be deemed necessary or may aid in successfully delivering the Services described.

3. Identify and describe any known constraints in fulfilling the Scope of Services as described.

4. Describe responsibilities of Contractor versus County for each item under Scope of Services.

5. Identify any deliverables.

6. Provide detailed information for any optional services not otherwise described in the Scope of Services, defined clearly as individual items, and provide a narrative to describe the optional services.

9 Cost Proposal

1. Provide total costs proposed for all possible years of an agreement using the instructions provided on the Cost Proposal Sheet available in the County’s Procurement Portal.

2. In accordance with County Code, the use of a cost-plus-a-percentage-of-cost contract is prohibited.

3. Breakdown of costs, including amount for administration of contract.

4. Schedule of costs which must include:

a. hours rates for staff members or subcontractors expected to do work under this contract; and

b. b) rates for reimbursable expenses.

19.

EVALUATION CRITERIA

Responsible Offeror means a person, who has been determined by the Chief Purchasing Officer or evaluating committee to have the capability in all respects to perform fully the contract requirements, and the integrity and reliability which will assure good faith performance.

Responsive Offeror means a person who has submitted an offer that conforms in all material respects to the requirements set forth in the RFP.

Criteria Weighted Points

Qualifications and Experience: A minimum of five (5) years of experience in the field especially noting experience with municipalities or tourism.

Three successful marketing campaigns and sample marketing plan:

Identified three other marketing campaigns (preferably for municipal entities or tourism) including strategy, execution and results; Sample marketing plan provided.

Sect.

No. Section Title

Submission Information

(In addition to any other information requested herein.

Submission of County’s Standard Sample Service

Agreement with Deviations or Exceptions Noted or Statement of No Deviations or Exceptions.

1. Offeror must note in their response any deviations or exceptions, if any, to the County’s Standard Sample Services Agreement, provided on the County’s Procurement Portal. Provide the original language with the County’s standard terms and any suggested edits; or

2. Alternatively, state that Offeror has no deviations or exceptions.

3. Offerors should provide with their Proposal any of their own standard contractual terms or provisions the County will be asked to consider if Offeror is selected for award. This may include, but is not limited to, such things as a sample Master Services Agreement or Licensing Agreement and any additional governing documents referenced within those sample standard agreements. Offerors should note if their own standard contractual terms or provisions conflict with those provisions provided in the County’s Sample Services Agreement.

4. The County may consider, but is under no obligation to accept, any of Offeror’s contractual terms or provisions included in Offeror’s Proposal.

Additional Documents to Submit with Proposals

In addition to all other components requested herein, submitted Proposals should include, but may not be limited to the following. If a document is required, it will be noted as such in the County’s Procurement Portal, and Offerors will be unable to submit Proposals without all required documents.

1. Certification Regarding Debarment, Suspension, and other Responsibility Matters

2. Campaign Contribution Disclosure Form

3. Verification of Authorized Offeror

4. Request for Preference Form

5. Signed copies of any addenda issued.

References: Identify two written references as points of contact to describe your work on past projects. 15

4 Description of Services and Ability to Meet Scope of Services 30

5 Cost Proposal 15

Total Score 100

FY2020 Tourism Marketing Plan • Produced by 1 ph ot o by

A ng el o

M itc he ll

FY2024 TOURISM MARKETING PLAN

Exhibit A Sample Marketing Plan

RFP26-05

FY2020 Tourism Marketing Plan • Produced by 2

FY23 Goal FY23 Actual FY24 Goal

Total Facebook Likes 15,500 15,233 16,500

Reach 595,000 607,869 615,000

FB Engagements 48,000 78,939 80,000

Earned Media 34 184 75

Gross Impressions 500,000 6,092,609,520 1,000,000,000

Lodgers Tax Increase 373,320 412,965 440,672

Advertising Impressions 8,000,000 8,000,000 8,250,000

FY2024 GOALS

FY2020 Tourism Marketing Plan • Produced by 3

According to research from the New Mexico Tourism Department, the primary target audiences are still the drive market (primarily car) but also RV and motorcycles. People are seeking outdoor activities as well as unique experiences they can brag about.

Target Audiences:

• Previous visitors to Los Alamos.

• People In Drive Markets (all of NM, Front Range Colorado & Colorado Springs, West Texas)

• People 30+, HHI 35k+, couples & families, girlfriend getaways — interested in outdoor activities & National Parks

• People 50+, couples, families, girlfriend getaways — interested in history, Native American culture, National Parks, general travel.

INTRODUCTION

• Maximize NM Tourism Department opportunities for earned, paid and social media placements;

• Capitalize on the publicity generated by the film “Oppenheimer”;

• Generate earned media stories on Los Alamos in targeted print and online publications;

• Employ social media to reach people where they are —on social media;

• Use digital and streaming advertising when possible for increased trackability.

Los Alamos Brand Identity

Essence: Cultivating curiosity and delivering aha moments.

Brandline: Where Discoveries Are Made

Advertising messages feature experiences that are unique to Los Alamos and imagery that can only be Los Alamos

Los Alamos is New Mexico True Use of bold images and minimal copy that convey Los Alamos as a destination for “venturesome travelers seeking an authentic experience.”

New Creative Messaging We will promote the Home of Oppenheimer when purchasing advertising that isn’t New Mexico True to build on the huge recognition we are receiving from Christopher Nolan’s film.

STRATEGIES

KEY MESSAGES

FY2020 Tourism Marketing Plan • Produced by 4

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