Attachment_A_-_Evaluation_Criteria_-RFP_Airport_Terminal_Advertising_Concession_2025.pdf

Attachment A

Evaluation Criteria

Submissions must contain, at a minimum, the following sections in a format shown below and should not exceed twenty-five (25) pages, excluding Exhibits and Pass/Fail Criteria. Exhibits shall not exceed ten

(10) pages in total.

I. PASS/FAIL CRITERIA

A. FIRM’S PROFILE AND LETTER OF TRANSMITTAL – (Pass/Fail) (three (3) pages maximum)

The Letter of Transmittal shall be a general introduction to the Proposer’s firm and summarize in a brief and concise manner, the Proposer’s understanding of the scope of services with a positive commitment to perform the work. Include Respondent’s strong points and how experience, particularly with similar responsibilities will benefit the Hilton Head Island Airport. The letter should name all of the persons authorized to make representations for the Firm, including the titles, business addresses and telephone numbers. An authorized agent of the Firm must sign the Letter of Transmittal indicating the agent’s title or authority. This letter should also serve as acknowledgement by the Proposer that the contents of the submittal are true and accurate, and that the requirements of this RFP can be met, including but not limited to, insurance and licensing requirements. Further, the Firm acknowledges their intent to execute an Agreement with the Authority and shall include a brief profile of the Firm, including:

a. A brief history and business philosophy

b. Date established

c. Organizational structure and size of the business

d. Ownership interests

e. Active business (including Doing Business As entities’), venues & locations (counties, states, etc.)

f. Present status and projected direction of business

B. REFERENCES (Pass/Fail)

Proposer shall provide a list of three (3) airport terminal/aviation clients. The Authority may contact these references with respect to your firm’s work performance on prior projects, ascertain the difference (if any) between expectations/delivery and determine overall satisfaction with the firm's services. For each reference indicate your role and include the client's name, contact person, phone number, and email address.

C. FINANCIAL QUALIFICATIONS (Pass/Fail)

Proposer shall provide its most current reviewed or audited financial statement (not more than 14 months old) which shall include, but not necessarily be limited to, a Review Letter or an Opinion of a

Certified Public Accountant on the statement(s), a Balance Sheet, an Income Statement, a Statement of Cash Flows, Notes to Financial Statement(s), and other financial information necessary for the Authority to determine financial adequacy of the Proposer(s). All financial information provided in the Proposer’s Proposal and accompanying reviewed/audited financial statements shall be deemed confidential. Failure to submit the required financial information with the Proposal may be cause for rejection of the Proposal as non- responsive. In addition, the successful Proposer will be required to submit reviewed or audited financial statements for each year of the Contract.

II. MINIMUM QUALIFICATIONS CRITERIA

Firms must meet the minimum qualifications below in order to be eligible to submit a proposal for this RFP:

Minimum Qualifications:

• At least five (5) years of experience in airport marketing or airport concession management including demonstrated experience with similar advertising concession programs.

III. SCORED EVALUATION CRITERIA

SECTION 1 – FIRM’S OVERALL EXPERIENCE & BACKGROUND – Ten (10) pages max. – 30 points

A Qualifications Statement shall be presented in narrative form, describing the experience of the firm(s) during the past five (5) years in performing similar Terminal Advertising services. The narrative should address the firm’s ability to accommodate the Hilton Head Island Airport current and future requirements. The narrative should also address past performance including quality of the work performed, significant successes, and improvements accomplished. It should briefly describe the circumstances surrounding any work completed that had innovative or special areas of risk, and work with any special requirements or features.

The Proposer shall include in the narrative the name, address and contact information for client(s) for whom similar services have been provided, the period during which work was conducted and the current status, a description of the work performed by the firm and anything unique about the contractual arrangement, and the name(s) and contact information of subcontractor(s) used, if any.

Include the overall qualifications of the key personnel providing the service requested, including (if applicable), licensing, certifications, education/training, availability, and experience in services herein addressed. Resumes of key personnel shall be made available by request of the Hilton Head Island Airport.

Please include a proposed organizational structure for the team that will be involved with managing the account. This is to include defining the roles and responsibilities of each assigned staff member.

For each key personnel team member, include examples of at least two (2) projects/contracts comparable and specific to the Scope of Services detailed in this RFP. Include the following information:

a. Client Name, point of contact, address, and telephone number, and email address

b. Whether your firm was the primary or a subcontractor

c. Description of the contract including:

a. Contract Objective (s)/ accomplishments

b. Challenges encountered, resolutions

c. Contract Starting and Ending Dates

SECTION 2 – FIRM’S EXECUTION PLAN – Seven (7) pages max. (excluding exhibits) - 25 points

This section shall describe the Proposer’s understanding of the project scope and how the Proposer will achieve the requirements of this RFP, including innovative approaches and flexibility to address the needs of the Hilton Head Island Airport. The Proposer must provide satisfactory evidence that it can meet or exceed every specification of this RFP to improve the customer experience.

Describe the Respondent's general strategy for handling the advertising program. Be detailed and specific; describe exactly how the Proposer plans to meet the needs as outlined in this RFP including but not limited to:

• Proposed approach to designing, fabricating, installing, operating, and maintaining advertising displays, both physical and digital, within the airport terminal in sufficient detail that the Authority may have a full understanding of the methods and procedures the Proposer proposes to execute the project.

• Outline your strategy for maximizing advertising revenue and optimizing the performance of the advertising program. Include recommended ownership of advertising mediums, displays, etc.

• Present your marketing and sales strategy for attracting advertisers and maximizing revenue from advertising space within the airport terminal including transition plan, schedule, and pricing strategy.

• Provide details on your approach to identifying target markets, soliciting potential advertisers, and negotiating contracts and rates.

• Overall management structure.

• Compensation to Hilton Head Island Airport with sample monthly gross revenue report to be provided to Hilton Head Island Airport.

• Capital improvement strategy and associated expenses.

SECTION 3 - FIRM’S OPERATION WORK PLAN - Eight (8) pages max. (excluding exhibits) - 30 points

The Proposer must provide a long-term Operations Plan with the Proposal that addresses how the required services will be provided. At a minimum, the Operations Plan must address the standards, processes, equipment, and personnel to be utilized for each work item, and indicate how the Proposer will accomplish each. Include the following:

• How the firm will communicate with the airport and advertisers

• Advertising placement strategy.

• Advertising management procedure, including advertising standards, approval processes, production process for advertising artwork, delivery, and insertion of materials, both digital and physical, contract and contract management, and reporting.

It is imperative that the Proposer show its understanding of the importance of each component in this section.

Proposers shall submit this information on separate exhibit pages including diagrams and photographs, if necessary, desirable, or appropriate to illustrate matters referred to or described therein.

Section 4 – MINIMUM ANNUAL GUARANTEE & PERCENTAGE FEE RATE – 15 points

The Proposer shall submit their proposed Minimum Annual Guarantee (MAG) and Percentage Fee as depicted in Attachment B in OpenGov.

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