Compiled Pouring Rights RFP.pdf

REQUEST FOR PROPOSALS

Date Issued: December 20, 2024

R24-004SY

Pouring Rights National Western Center Authority

Contact

Jessica Koenig, Manager of Contracts & Procurements 4701 Marion Street, Suite 401

Denver, CO 80216 303.775.3322 procurements@nationalwesterncenter.com

National Western Center RFP – Pouring Rights

Overview

The National Western Center Authority requests proposals, as detailed in this Request for Proposal (“RFP”), seeking an exclusive non-alcoholic beverage product and promotional partner and pouring rights. This RFP is posted to Rocky Mountain E-Purchasing System (BidNet®).

SUBMITTALS FOR THIS PROJECT WILL ONLY BE ACCEPTED ON BIDNET. Please login to the following website to register to submit a proposal for this project. All documents and important procurement information will be uploaded to the website.

www.bidnetdirect.com/NationalWesternCenterAuthority

Schedule of Events

Proposal issued December 20, 2024 Deadline to request one-on-one meetings January 6, 2025 11:59 a.m. MT

Timeframe for one-on-one meetings January 13 – 18, 2025

Deadline for final RFP comments February 7, 2025 11:59 a.m. MT

Proposal closing date February 18, 2025 11:59 a.m. MT

Selection process February, 2025

Commencement of work March 20, 2025

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http://www.bidnetdirect.com/NationalWesternCenterAuthority

Table of Contents Overview 2 Schedule of Events 2 Table of Contents 3

1. General Information and Proposal Instructions 5

1.1. About the National Western Center 5

1.2. About the Western Stock Show Association 5

1.3. About Rodeo All-Star 5

1.4. RFP Purpose 5

1.5. Community Benefit 6

1.5.1. GES Community Engagement 6

1.6. Rocky Mountain E-Purchasing (BidNet) 7

1.7. Electronic Submission of Proposals 7

1.8. Proposal Content 7

1.9. One-on-one Meeting and Site Visit 7

1.10. RFP Comments 8

1.11. Procurement Contact Information 8

1.12. Addenda 8

1.13. Acceptance Period 9

1.14. Term, Potential Renewal 9

1.15. Scope of Partnership Benefits 9

1.16. Evaluation of Awards 9

1.17. RFP Conditions and Provisions 10

1.18. Gratuities and Kickbacks 11

1.19. Non-Collusive Sponsorship Partner Certification 11

1.20. Disclosure of Contents of Proposals 11

1.21. Proof of Registration with the Colorado Secretary of State 11

1.22. Sustainability 13

1.23. Proposal Items 13

ATTACHMENTS

ATTACHMENT A. SCOPE OF PARTNERSHIP BENEFITS

ATTACHMENT B. FACILITIES & EVENT VENUES

ATTACHMENT C. PROPOSAL SUBMISSION FORMS

1. General Information and Proposal Instructions

1.1. About the National Western Center

The National Western Center is a year-round urban hub for agriculture discovery – in the heart of the American West. In 2015, Denver voters approved ballot measure 2C to fund the construction of the first phases of a dynamic 250-acre National Western Center campus, led by the City and County of Denver (“City”). When construction is complete, people from all over the world will convene at the campus and at www.nationalwesterncenter.com to lead, inspire, create, educate, and entertain.

The National Western Center Authority (“NWCA”) and its founding partners are bringing the campus to life

— and we’re just getting started. The National Western Stock Show, the nation’s premier livestock show, and rodeo takes place at the National Western Center each January. History Colorado and the Denver Museum of Nature & Science will offer immersive learning experiences for visitors. The center is home to Colorado State University System’s Spur campus, with research, education, and outreach focused on food, water, health, and sustainability. Among Spur’s programs include the Denver Water compliance lab, a Dumb Friends League veterinary clinic for low-income households, and the CSU Temple Grandin Equine Center for equine-assisted therapy.

NWCA is the nonprofit established to operate, maintain, and program the City-owned public assets at the new National Western Center campus. NWCA has been booking events that bring visitors to its first event facility and surrounding outdoor spaces. Over the next approximately five years, the campus will continue to grow, with NWCA taking on additional event venues and public spaces as they are developed and handed over to

NWCA.

1.2. About the Western Stock Show Association

The Western Stock Show Association (“WSSA”), a partner of NWCA, established in 1906, coordinates the premier livestock, rodeo, and horse show in the nation, serving agricultural producers and consumers throughout the world. WSSA is a 501(c)(3) charitable organization providing education in agriculture, including college and graduate-level scholarships in agriculture and veterinary medicine for practice in rural areas. The National Western Stock Show (the “Stock Show”) event, one of Colorado’s preeminent tourist destinations, is held every January for 16 days. A nationally recognized western heritage and entertainment event, the Stock Show hosts one of the world’s richest regular season professional rodeos, one of the country’s largest horse shows, and Colorado’s largest western trade show, attracting attendance numbers of over 700,000 visitors each year.

1.3. About Rodeo All-Star

The partnership benefits include such sponsorship opportunities as the Rodeo All-Star Weekend. The Rodeo All-Star Weekend is modeled after professional sports all-star events and features three tournament-style rodeo performances that highlight the top cowboys and cowgirls competing for prize money and bragging rights.

Guests also will enjoy an all-star concert, mechanical bull, mutton bustin,' rodeo after-parties, and opportunities to mingle with rodeo contestants and legends of the sport.

1.4. RFP Purpose

NWCA is seeking written responses from non-alcoholic beverage providers (“Sponsorship Partner” and “Proposer(s)”) to this RFP to obtain an exclusive non-alcoholic beverage sponsorship partner. Such partnership opportunities and benefits are described in detail in Attachment A and are collectively referred to http://www.nationalwesterncenter.com/ in this RFP as the “Partnership Benefits”. NWCA is looking for unique proposals that address the needs of the National Western Center campus and the specifics of this Pouring Rights RFP.

Proposers are required to outline whether they are proposing for the entire nonalcoholic beverage category or specific subcategories. If a Proposer selects to submit a proposal for specific subcategories, Proposers are required to itemize the sponsorship fee by category.

A detailed list of current and future venues (known collectively as the “Facilities”) is included in Attachment B. NWCA is responsible for programming and operating all facilities, with the exception of the Legacy building. WSSA is responsible for programming and operating the Legacy building as the owner and operator.

Any Facilities slated for construction and completion following the execution of the agreement (such as the Equestrian Center and the Triangle) may or may not be included in the benefits at a future date and such potential inclusion will be subject to negotiation and mutual agreement which may prompt revisiting the financial arrangement. Any partner Facilities not contemplated at this time may be added to the benefits during the term of the agreement, such additions to the services will be subject to negotiation and mutual agreement which may prompt revisiting the financial arrangement. Within the Facilities, NWCA may have the ability to allow for storage onsite as needed.

The selected Sponsorship Partner will enter into an agreement, the “Agreement”, with NWCA for an initial

(3) three-year term from contract execution with the possibility of a minimum of three (3) years to a maximum ten (10) year contract extension subject to negotiation and upon mutual agreement. The selected winning Sponsorship Partner will also have the first right to negotiate. The nature of this Agreement is exclusive to the selected Sponsorship Partner.

Beverages included in this RFP are carbonated soft drinks, energy drinks, ready-to-drink teas, ready-to-drink coffees, ready-to-drink juices, isotonic sports drinks, protein drinks, frozen flavored beverages, bottled, canned, boxed still water, sparkling water, flavored water, and enhanced water. Beverages shall not include beer, alcoholic beverages, yogurt-based smoothies, hot coffee, hot tea, hot chocolate, milk, milkshakes, non-alcoholic beer, or any future non-alcoholic beverage not contemplated at this time.

The NWCA’s Chief Executive Officer (“CEO”) and/or such NWCA person that the CEO may authorize (an “Authorized Person”) will coordinate with the Sponsorship Partner with respect to the partnership as described in more detail throughout this RFP.

1.5. Community Benefit

Given its permanent location within the Globeville and Elyria-Swansea (“GES”) neighborhoods, NWCA is committed to prioritizing the well-being of the GES communities as well as the broader small and disadvantaged business communities of metro Denver through its operations.

NWCA takes pride in providing a safe environment for its visitors and employees and looks forward to collaborating with a Sponsorship Partner who demonstrates this same level of pride and professionalism. For the benefit of the campus and the community, Proposers should consider educational initiatives for both the community and NWCA staff. NWCA’s vision is to be the global destination for agricultural heritage and innovation.

1.5.1. GES Community Engagement

NWCA’s commitment to the community is core to its mission. To this end, NWCA is dedicated to creating revenue streams for the Community Investment Fund (“CIF”) Committee, a self-governed community group that advocates for and distributes financial resources to the GES neighborhood projects and needs.

In response to this RFP, Proposers are asked to consider how they can benefit the CIF and GES community through this engagement. Examples of benefiting the community could include hiring from the GES community, donation(s) or contribution(s) to the CIF, involvement in community events, etc. NWCA requests that Proposers consider creative ways in which they can benefit the community through grants, economic empowerment, food solutions, supplier diversity, housing stability, mentorship, and sustainability initiatives.

We encourage Proposers to consider and demonstrate their ethos around community engagement and how to best benefit the community.

1.6. Rocky Mountain E-Purchasing (BidNet)

NWCA contracts with Rocky Mountain E-purchasing System (BidNet®) in the advertisement and facilitation of formal bids and Requests for Proposals (RFP), and other solicitations. Therefore, Proposers must ONLY rely on documents provided on the Rocky Mountain E-purchasing System (BidNet®) website or as communicated directly from the Manager of Contracts and Procurements in writing.

Only rely on this web address: www.bidnetdirect.com/nationalwesterncenterauthority. It is a requirement of this RFP that interested parties familiarize themselves and register with BidNet®; Proposers who do not register may be considered non-responsive.

Registration with BidNet® is available at NO COST and allows Proposer access to view governmental bids posted on BidNet®; they offer an additional notification service option with an associated fee. It is the responsibility of the Proposers to evaluate and select the service option of their choice.

NWCA is not responsible for the actions or lack thereof on the part of the Proposers regarding their interaction with BidNet®, or any other third-party bid notification service in relation to this Formal Bid/RFP.

More information is available at: www.rockymountainbidsystem.com or by calling 1-800-835-4603.

1.7. Electronic Submission of Proposals

Submission of proposals for this solicitation may only be done electronically through BidNet®. Proposals must be submitted at www.bidnetdirect.com/nationalwesterncenterauthority no later than the date and time indicated in the Schedule of Events on page 2.

Proposers who feel they are unable to prepare and submit an electronic submittal should submit a request in writing to the Manager of Contracts & Procurements, no later than the deadline to submit questions included in the schedule of events on Page 2, for permission and instructions for submitting a hardcopy proposal. If the Manager of Contracts and Procurements is not notified, the hardcopy proposal will not be accepted.

1.8. Proposal Content

Proposers shall submit a complete proposal in response to this RFP which includes all of the following information (collectively, the “Proposal”):

1. Proposer information ……………………………………………… Attachment C

2. Proposal Requirements……………………………………………. Attachment C

4. References………………………………………………………..... Attachment C

7. Sustainability………………………………………………............ Attachment C

8. W9 and self-certifications…………………………………………. Attachment C

1.9. One-on-one Meeting and Site Visit

Proposers will have an opportunity to vet specific sponsorship and financial concepts with the NWCA during http://www.bidnetdirect.com/nationalwesterncenterauthority http://www.rockymountainbidsystem.com/ http://www.bidnetdirect.com/nationalwesterncenterauthority the one-on-one meetings, through written RFP Comments, and/or through topic meetings requested by a Proposer for a specific purpose and approved by the NWCA.

To request one-on-one meetings or additional topic meetings, please email procurements@nationalwesterncenter.com by or before the deadline on the Schedule of Events on Page 2.

NWCA invites each Proposer to participate in one-on-one meetings between the NWCA and the Proposer.

The one-on-one meetings are intended to provide the Proposer an opportunity to obtain a better understanding of the RFP and ask questions and/or provide feedback on the RFP, as well as provide the NWCA with an opportunity to obtain a better understanding of the Proposer’s concerns. The one-on-one meetings are not an opportunity for the Proposer to discuss their qualifications and experience. One-on-one meetings are not mandatory, but strongly recommended for Proposers. One-on-one meetings are not part of the scoring criteria, and the opportunity to attend the one-on-one meetings virtually will be available.

During the one-on-one meetings, the NWCA is interested in receiving initial feedback from the Proposer on its general approach to the RFP and/or major issues that the Proposer believes the NWCA will need to address by addendum to ensure a successful procurement, including:

• the NWCA’s approach to the procurement;

• additional information that would assist Proposers during the RFP process;

• the NWCA’s goals with regard to the procurement;

• clarification of the RFP process, specific statements in the RFP, and/or timeframes relating to the RFP;

• financial concepts.

1.10. RFP Comments

Proposers may submit written comments, questions, requests for information, and/or additional clarification (collectively, “RFP Comments”) relating to the RFP, including any addenda, to NWCA at any time but no later than the applicable deadlines indicated in the schedule of events if such comments are intended to be discussed in a one-on-one meeting.

Proposers are encouraged to submit RFP Comments with respect to the RFP, or a particular addendum, as and when they are ready for submission.

RFP Comments will be submitted by e-mail to the RFP procurement contact, with the subject line “NWCA Pouring Rights – Procurement: [Proposer Name] RFP Comment Submission No. [_].” Proposers are responsible for ensuring the receipt of their RFP Comments by NWCA through the use of automated receipt and read message confirmations.

NWCA will not consider any RFP Comments that are: telephone or oral comments; or submitted (A) by a person with no clear affiliation to the Proposer that such person purports to represent, or (B) to a person other than the RFP procurement contact.

1.11. Procurement Contact Information

Contact: Jessica Koenig, Manager of Contracts & Procurements E-Mail: procurements@nationalwesterncenter.com

All communications regarding this RFP shall only be through the NWCA’s Manager of Contracts and Procurements listed above. No communication is to be directed to any other NWCA personnel.

1.12. Addenda

mailto:procurements@nationalwesterncenter.com mailto:procurements@nationalwesterncenter.com

In the event it becomes necessary to revise, change, modify, or cancel this Proposal or to provide additional information, addenda will be issued and made available on BidNet® at www.bidnetdirect.com/nationalwesterncenterauthority. It is the responsibility of the bidder to confirm that they have acquired all addenda related to this solicitation and they have reviewed/complied with the requirements therein.

1.13. Acceptance Period

Proposals in response to this RFP shall indicate that they are valid for a period of no less than 120 days from the closing date.

1.14. Term, Potential Renewal

The effective period of the Agreement for Pouring Rights (the “Agreement”) resulting from NWCA’s evaluation of all Proposals received in response to this RFP shall commence upon execution of the Agreement and shall have an approximate initial term of three (3) years (the “Initial Term”) which may extend upon prior written mutual agreement of the Parties for a minimum of three (3) years to a maximum of ten (10) year period (each extension period shall be an “Extension Term”) and collectively with the Initial Term shall comprise the (“Term”).

1.15. Scope of Partnership Benefits

Attachment A of this RFP contains NWCA’s proposed scope of Partnership Benefits. This document shall form the basis of the Agreement covering the subject matter of this RFP. Exceptions or deviations to/from RFP must not be added to the proposal pages but must be on Sponsorship Partner's letterhead and accompany the Proposal. Any exceptions to this documentation will be taken into consideration when evaluating proposals submitted. NWCA reserves the right to reject any or all of the proposed modifications.

1.16. Evaluation of Awards

A selection committee comprised of NWCA staff, technical advisors, NWCA board member(s), and GES community member(s) (the “Committee”) will evaluate all Proposals received in accordance with this RFP and make selection recommendations. While NWCA’s CEO has the ultimate responsibility for selecting the winning Proposal and Sponsorship Partner, NWCA is committed to the selection process which heavily weighs the Committee's recommendations. The selected Proposals and Sponsorship Partner are subject to formal approval of the NWCA Board of Directors.

The criteria to be used for the proposal evaluation include but are not limited to:

(a) Annual partnership fee proposal;

(b) Marketing initiatives;

(c) Community benefit;

(d) Sustainability initiatives;

(e) Products and equipment offered; and

(f) References.

Weighting or relative importance of criteria is not intended or implied by this list. The partnership fee proposed for NWCA is a material factor, but not the sole or necessarily the determining factor in proposal evaluation. NWCA may, in its sole discretion, award a contract resulting from this RFP to a person or entity other than the responsive and qualified respondent submitting the most advantageous partnership fee to NWCA. The Agreement will be awarded to the respondent whose proposal NWCA determines, in its sole discretion, is the most advantageous to NWCA and in NWCA’s best interests. NWCA may request oral presentations as part of the evaluation process. Additionally, NWCA reserves the right to conduct Agreement negotiations with one or more Proposers in advance of final selection.

1.17. RFP Conditions and Provisions

The Proposal in response to this RFP must be signed by a duly authorized official of the proposing company.

The completed and signed Proposal (together with all required attachments) MUST be returned electronically through BidNet® at www.bidnetdirect.com/nationalwesterncenterauthority.

All participating Proposers shall agree to comply with all of the conditions, requirements, and instructions of this RFP as stated or implied herein. Any alteration, erasure, or interlineation by the Proposer of this RFP or in its Proposal may constitute cause for rejection by NWCA. Exceptions or deviations to this RFP must not be added to Sponsorship Partner’ Proposal pages but must be on Sponsorship Partner’ letterhead and accompany its Proposal. Should NWCA omit anything from this RFP that is necessary to a clear understanding of the work, or should it appear that various instructions conflict, then the Sponsorship Partner shall secure written instructions from the Manager of Contracts and Procurements at least 48 hours before the closing date deadline.

Typographical errors in entering quotations on your Proposal may result in loss of award.

All Sponsorship Partner are required to complete all information requested in this RFP. Failure to do so may result in the disqualification of your Proposal.

NWCA reserves the right to postpone or cancel this RFP, or reject all proposals, if in its judgment it deems it to be in the best interest of NWCA to do so.

NWCA’s Chief Executive Officer (“CEO”) reserves the right to waive any technical or formal errors or omissions on submitted proposals and to reject all proposal(s), or to award the contracts for the items hereon, either in part or whole, if he deems it to be in the best interests of NWCA to do so.

The successful Sponsorship Partner shall be in complete compliance with all the specifications, terms, and conditions included in this RFP as outlined above.

No proposal shall be accepted from, and no contract will be awarded to, any person, firm, or corporation that is in arrears to NWCA, upon debt or contract, or that is a defaulter, as surety or otherwise, upon any obligation to NWCA, or that has failed to attain or demonstrate compliance with any law, ordinance, NWCA regulation, or contract term or condition as may be provided for or required in any NWCA contract, or that may be deemed irresponsible or unreliable by the Authorized Representative.

The Sponsorship Partner agree to abide by all the laws, regulations, and administrative rulings of the United States, the State of Colorado, and the City and County of Denver and agree to secure all necessary licenses and permits in connection with Sponsorship Partner performing Services as described in this RFP.

All materials, supplies, and equipment furnished, or Services performed by Sponsorship Partner under the terms of the Agreement shall comply with the requirements and standards specified in the Williams-Steiger Occupational Safety and Health Act of l970 (Public Law 9l-596) as well as with other Applicable Laws (as defined in the Agreement).

All supplies furnished, or Service performed must comply with applicable laws.

If selected as the winning Sponsorship Partner, Sponsorship Partner and NWCA will negotiate an Agreement within thirty (30) days of the date Sponsorship Partner are notified by NWCA. The selected winning Sponsorship Partner will also have the opportunity to negotiate with partners of NWCA for events.

http://www.bidnetdirect.com/nationalwesterncenterauthority

NWCA shall not be responsible or liable for any costs incurred by Sponsorship Partner in its review of the RFP or preparation of its Proposal, or for any work performed by it or its advisors in connection therein.

1.18. Gratuities and Kickbacks

It shall be a breach of ethical standards for any person to offer, give, or agree to give any employee or former employee of NWCA (within six months of termination from NWCA employment), or for any employee or former employee of NWCA (within six months of termination from NWCA employment) to solicit, demand, accept, or agree to accept from another person, a gratuity or an offer of employment in connection with any decision, approval, disapproval, recommendation, preparation of any part of a program requirement or a purchase request, influencing the content of any specification or procurement standard, rendering of advice, investigation, auditing, or in any other advisory capacity in any proceeding of application, request for ruling, determination, claim or controversy, or other particular matter, pertaining to any program requirement or a contract or subcontract, or to any solicitation or proposal therefore.

It shall be a breach of ethical standards for any payment, gratuity, or offer of employment to be made by or on behalf of a subcontractor under a contract to the prime Sponsorship Partner or higher tier subcontractor or any person associated therewith, as an inducement for the award of a subcontract or order. If any gratuities or kickbacks are offered or tendered to any NWCA employee, the Proposal shall be disqualified and shall not be reinstated.

1.19. Non-Collusive Sponsorship Partner Certification

By the submission of this Proposal, the Sponsorship Partner certifies that:

1. The Proposal has been developed by the Sponsorship Partner independently and has been submitted without collusion with any other Sponsorship Partner.

2. The contents of the Proposal have not been communicated by the Sponsorship Partner, nor, to its best knowledge and belief, by any of its employees or agents, to any person, not an employee or agent of the Sponsorship Partner or its surety on any bond furnished herewith and will not be communicated to any such person prior to the official submission of the Proposal.

3. No Sponsorship Partner shall submit more than one Proposal in response to this RFP. It shall be the responsibility of each Sponsorship Partner to obtain the prior written permission of the Manager of Contracts and Procurements before submitting its Proposal to NWCA in every situation in which the Sponsorship Partner, due to corporate association or other affiliation, may be found to be impermissibly associated with another Sponsorship Partner. Failure to observe this requirement could result in all such affiliated proposals being rejected.

1.20. Disclosure of Contents of Proposals

All proposals become a matter of public record and shall be regarded as Public Records, with the exception of those specific elements in each proposal which are designated by the proposer as Business or Trade Secrets and plainly marked “Trade Secrets”, “Confidential”, “Proprietary”, or “Trade Secret”. Items so marked shall not be disclosed unless disclosure is otherwise required under the Colorado Open Records Act. If such items are requested under the Colorado Open Records Act, NWCA will use reasonable efforts to notify the Proposer, and it will be the responsibility of the Proposer to seek a court order protecting the records, and to defend, indemnify, and hold harmless NWCA from any claim or action related to NWCA’s non-disclosure of such information.

1.21. Proof of Registration with the Colorado Secretary of State

Successful Sponsorship Partner and subcontractors that are corporations or limited liability companies will be required to furnish a Certificate of Good Standing from the Colorado Secretary of State’s Office, as proof that they are properly registered to do business in the State of Colorado, prior to finalization of award and contracting.

1.22. Sustainability

NWCA, per the Framework Agreement executed by the City and County of Denver, Colorado State University, and the Western Stock Show Association (which formed NWCA), and the City and County of Denver’s Executive Order No. 123, is committed to protecting the environment, and the health of the public and its employees. NWCA is directed to procure cost-competitive products and services that minimize resource consumption and negative impact on the environment and human health.

Proposers should consider and address minimizing single use plastics and promoting the use of sustainable packaging.

1.23. Proposal Items

Proposers shall complete and submit Attachment C as part of their proposal.

https://nationalwesterncenter.com/wp-content/uploads/2018/04/Final-Framework-Agreement-with-signatures-1.pdf

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ATTACHMENT A

Scope of Partnership Benefits

National Western Center RFP – Beverage Sponsorship Partner Attachment A Partnership Benefits

Attachment A. Scope of Partnership Benefits

A. OVERVIEW OF BENEFITS:

Exclusive Partnership

The successful Sponsorship Partner shall, including but not limited to, provide beverage products, participate in facility improvements, provide marketing assistance, and provide an annual monetary contribution. The Agreement between NWCA and the selected Sponsorship Partner shall be exclusive and NWCA shall not enter into a contract or other legally binding arrangements conferring marketing, pouring rights, or other promotional opportunities.

Equipment

The successful Sponsorship Partner will loan NWCA, at no charge, appropriate equipment for dispensing the beverages including CO2 throughout the term of the Agreement. For the avoidance of doubt, the equipment will belong to the Sponsorship Partner and will be returned to the Sponsorship Partner upon expiration or termination of the Agreement. The successful Sponsorship Partner will also provide, at no charge to NWCA, service and preventative maintenance to the equipment used to dispense the beverages, including after-hours equipment service.

Marketing & Promotions

The successful Sponsorship Partner will provide guidance on increasing sales and profitability in addition to providing on-site activation for partner-selected brands to increase product awareness and provide for product sampling, education, or additional consumer experiences. The successful Sponsorship Partner may also propose sponsorship of NWCA events and community events. The successful Sponsorship Partner may also propose sponsorship of NWCA’s sustainability program. Marketing and promotions should be included in all proposals submitted.

Partnership Fee

Proposers shall address a partnership fee in their Proposals. “Partnership Fee” shall mean the annual monetary funding the Proposer would provide for capital improvements or equipment, being specific as to the type of capital improvement or equipment proposed.

NATIONAL WESTERN CENTER

RFP SPONSORSHIP PROPOSAL

N A T I O N A L W E S T E R N C E N T E R

VISION

To be the global destination for agricultural heritage and innovation.

MISSION

Convene the world at the

National Western Center to lead, inspire, create, educate and entertain in pursuit of global food solutions.

N A T I O N A L W E S T E R N C E N T E R 3

N A T I O N A L W E S T E R N C E N T E R 4

NATIONAL WESTERN CENTER - SPONSORSHIP

The National Western Center is a year-round urban hub for agriculture discovery – in the heart of the American West. This dynamic, 250-acre campus will allow people from all over the world to convene on-site to lead, inspire, create, educate and entertain. The first phases of the National Western Center have been booking events that bring visitors to its first event facility and surrounding outdoor spaces. Over the next five years, the campus will continue to grow with early attendance projections, starting at 1.2 million visitors and growing with the opening of new venues and public spaces.

The non-alcoholic beverage sponsorship partner (Partner) will have the opportunity for year-round and event specific exposure through the developing grounds of the National Western Center. The following proposal is an outline of that exposure.

The Partner will receive marketing exclusivity in the designated category/categories as determined by the RFP. Partner will have rights to official marks and logos (IP) of National Wester Center, National Western Stock Show and Rodeo All-Star in all commercial advertising and in-market applications on a pre-approved basis.

SUE ANSCHUTZ-RODGERS LIVESTOCK CENTER

Campus Wide Year-Round Signage

Partner will have permanent year-round branding opportunities in the Livestock Center, the newest and most versatile building on the current campus. Branding will be in the multi-use arena, multi-use expo hall and event hall for maximum exposure.

Partner will receive:

• One (1) 6’x10’ (approximate) Lobby Sign on Elevator Bank

• One (1) 8’x10’ (approximate) event/first level Concourse

Mural

• One (1) 8’x10’ (approximate) Concourse Mural behind suites

• Five (5) minutes of exclusive branding on the 360 digital fascia for all events (placement based on event)

• Digital Ads on Concourse TV’s – type of advertising, rotation schedule and quantity of displays to be determined

N A T I O N A L W E S T E R N C E N T E R 6

Event Level Concourse Space – 8’x10’ mural, right of restrooms

Main Concourse Space – 8’x10’ mural, between suite entrances

STOCKYARDS EVENTS CENTER

Campus Wide Year-Round Signage

Partner will have permanent year-round branding opportunities in the Stockyards

Events Center. Branding will be in the most prominent locations for maximum exposure.

Partner will receive:

• One (1) 3’x8’ (approximate) Lobby mural

• One (1) 15’x15’ (approximate) stairwell graphic

Lobby wall mural – left of entrance to Show

Arena

SYEC

Stairwell Graphic

CAMPUS WIDE CONCESSION BRANDING

Partner branding will be included at all concourse locations on the existing and developing National Western Center campus. Branding locations and menu board exposure (digital and static) will be included at the following locations:

• Sue Anschutz-Rodgers Livestock Center – 4 locations (minimum)

• Stockyards Events Center – 1 location

• National Western Complex Events Center – 2 locations

• National Western Complex Expo Hall/Hall of Education – 4 primary locations + all satellite food locations (minimum)

Additional, mutually agreed upon permanent wall branding will be included at one

(1) concession location in the Livestock Center in the Expo Hall and one (1) concession location on the Main Concourse.

CAMPUS WIDE CONCESSION BRANDING

NATIONAL WESTERN STOCK SHOW – RODEO EXPOSURE

Denver Coliseum Rodeo at the National Western Stock Show continues to be a prominent fixture of the guest experience year after year. A total of 29 performances are held in the Denver

Coliseum each year. Over 220,053 rodeo fans enjoyed the rodeos in 2024, which included 12 sold out performances.

The National Western Stock Show features a variety of rodeo formats, including: three (3)

Colorado vs. The World, two (2) Mexican Rodeo Extravaganzas, three (3) PBR, one (1)

Martin Luther King, Jr., and twenty (20) ProRodeo performances over the course of the

16-day event.

Partner will receive the following elements for all 29 rodeo performances:

• One (1) 3’x8’ bangboard

• One (1) 6’x12’ overhead banner

• One (1) flag presentation with :10 PA announcement and logo on vision screen during 23 rodeos (excludes CO vs. the World and PBR)

NATIONAL WESTERN STOCK SHOW – RODEO EXPOSURE

The rodeo Funny Man and his barrel are easily the most unique pieces of inventory in the rodeo arena. The NWSS Funny Man is constantly on the move and interacting with the crowd making it nearly impossible to take your eyes off of him as he proudly showcases the brand.

Partner will receive:

• Presenting Rights to the Funny Man

• The Funny Man will perform in 26 performances - three (3) Colorado vs. The

World, two (2) Mexican Rodeo Extravaganzas, and (20) PRCA Rodeo performances (excludes PBR)

• Presenting Rights to One (1) branded barrel

• The Barrel was utilized in 29 performances – three (3) Colorado vs. The

World, three (3) PBR performances, (2) Mexican Rodeo Extravaganzas, one

(1) MLK Jr. Rodeo, and (20) PRCA Rodeo performances

NATIONAL WESTERN STOCK SHOW RODEO EXPOSURE

NATIONAL WESTERN STOCK SHOW – HORSE SHOW EXPOSURE

Events Center

The Events Center hosts 14 ticketed events during the 16-day show, which draws almost 50,000 people. During the Stock Show a variety of shows attract spectators and exhibitors from all over the country and even the world. Exhibitors who compete in our hunter/jumper events come from as far as Germany, Spain, and England.

The National Western Complex also hosts year-round events in the Events Center from

February through December. The Complex hosts a variety of events including horse shows, youth sporting events, concerts, and trade shows, many of which will transfer to the future Equestrian Center once construction is complete.

Partner will receive:

• One (1) 5’x24’ sign on Partner Ring (year-round exposure)

• One (1) 3’x8’ sign in the Paddock Arena (year-round exposure)

NATIONAL WESTERN STOCK SHOW – LIVESTOCK EXPOSURE

Stockyards

The “Yards” is the only event of its kind in North America and is a mecca of activity for the livestock industry. Held in the brisk openA air of Denver in January, the “Yards” is also home to many cattle sales where the best are auctioned off to the highest bidders.

Producers display their livestock in the pens just as they have for decades at the National Western Stock Show. The Stockyards are home to the HW Hutchison Family Stockyards Events Center, the

Ron & Ceile Williams Yards, and the Wagner Family West Plaza.

Partner will receive:

• One (1) 3’x8’ banner located in the front of the Stockyards

Event Center

• One (1) 5’x4’ banner in Stockyards Event Center Auction Arena

NATIONAL WESTERN STOCK SHOW – EXPERIENCE DAY

Partner will receive:

Grounds:

• One (1) GOBO projecting partner logo on the north side of the Coliseum

• A customized announcement on the outside speaker recognizing “Brand

Experience Day”

• Product or other mutually agreed upon giveaway in the Hall of Education

Coliseum:

• Four (4) 3’x8’ Coliseum Concourse entry signs

• One (1) 5’x15’ Coliseum tunnel sign

• Two (2) additional :10 second PA reads during all three rodeos on experience day

Event Center:

• One (1) 3’x5’ sign in the Events Center concourse

Expo Hall:

• Two (2) 3’x8’ Expo Hall Ticket Lobby banners

• One (1) in the North Ticket Lobby and one (1) in the South Ticket Lobby

• Three (3) 3’x5’ ceiling banners in the Expo Hall

Hall of Education:

• Three (3) 3’x 5’ ceiling banners in the Hall of Education

• One (1) 5’x 8’ wall sign in the Hall of Education

Stadium Arena:

• One (1) 2’x 6’ bangboard in the Stadium Arena

• One (1) 3’x 5’ ceiling banner in the Stadium Arena

Stockyards:

• Six (6) 3’x 5’ banners in the Stockyards

Media:

• Recognition of Brand Experience Day on:

• www.nationalwestern.com

• NWSS social media

• Rodeo Day Sheets

• Stock Show Today’s

• Hospitality

• Six (6) invitations to the President’s Box for the 3:30pm performance

• Opportunity for six (6) to ride in the Stage Coach

• Forty (40) tickets to the rodeo

• One Hundred (100) General Admission tickets

• VIP reception for forty (40) held in the VIP Room prior to or after the 3:30pm rodeo performance (all costs covered by

NWSS – set up, room rental and catering)

On the final Saturday of Stock Show, Partner and National Western will celebrate a Brand Experience Day throughout the Stock Show grounds. In previous years, approximately 65,000 attendees walk the grounds on the final Saturday of Stock Show.

http://www.nationalwestern.com/

N A T I O N A L W E S T E R N C E N T E R 17

NATIONAL WESTERN STOCK SHOW – EXPERIENCE DAY

N A T I O N A L W E S T E R N C E N T E R 18

NATIONAL WESTERN STOCK SHOW – KICK-OFF PARADE

National Western Kick-Off Parade

The sight of over 40 Longhorn cattle walking through the streets of downtown Denver can only mean one thing…it’s Stock Show time! On this one afternoon in

January, the streets of downtown Denver are filled with families and business people. Attendees step back in time and see a true western cattle drive, which includes horses, cowboys and cowgirls, tractors, marching bands, and floats. The parade and its 60 entries begin at Union

Station and ran down 17th Street, ending at McGregor

Square.

Partner will receive:

• One (1) entry into the kick-off parade

NATIONAL WESTERN STOCK SHOW - PRINT

NWSS Guest Guide and Stock Show Today

The National Western Guest Guide is distributed free of charge to attendees for the duration of our 16-day event. NWSS produces 50,000 guest guides annually and is the official print program of the National Western Stock Show. The Stock Show Today is a daily schedule distributed free to attendees throughout the complex, circulation is approximately 6,500/day.

Partner will receive:

• Guest Services Guide (Circ. 50,000). Program benefits include:

• One (1) full page, interior, four color advertisement

• Logo on interior sponsor marquee page

• Logo inclusion on the “Stock Show Today” (Circ. 6,500/day)

NATIONAL WESTERN STOCK SHOW - WEBSITE

NWSS Website

Partner will receive brand recognition on the National Western Stock Show’s digital assets including the National Western Stock Show website.

Partner will receive:

• Logo recognition and link on partner page of www.nationalwestern.com

- www.nationalwestern.com received over 4.9 million page views by 929,785 users between February 2023 and January 2024

• Three (3) rotating banner positions on www.nationalwestern.com homepage http://www.nationalwestern.com/

NATIONAL WESTERN STOCK SHOW – DIGITAL

NWSS E-Blasts

Partner will be branded on National Western Stock Show’s digital assets including the National Western Stock Show electronic newsletter.

Partner will receive:

• Two (2) ad inclusions in the National Western e-newsletters.

NWSS open rates average 35% with 187,000 subscribers.

RODEO ALL-STAR

Presenting Rights to the Rodeo All-Star Concert

For the past nine years, an All-Star concert caps off the Friday night rodeo action.

Partner will receive presenting rights to the concert, which takes place immediately after the first rodeo, where guests can listen, dance, and enjoy the show directly on the dirt.

Partner will receive:

• Brand inclusion in all Rodeo All-Star controlled media and promotional materials featuring the Rodeo All-Star concert

• Seventy (70) guests to receive VIP event access including:

o All VIP guests to receive tickets to the 7pm rodeo, and VIP access to the concert in the “VIP Party Pit”

▪ The “VIP Party Pit” is located directly in front of the stage on the dirt. It is the most ideal and exclusive place to watch the concert o Twenty (20) guests receive access to a VIP Meet & Greet opportunity with musical act o Fifty (50) guests receive access to the VIP reception held prior to the concert o Customized VIP badges are created for all opportunities o One (1) co-branded backdrop for Meet & Greet o Rodeo All-Star facilitated two (2) custom guitar giveaways o One (1) Social Media Giveaway o One (1) In-Rodeo Dance-Off with the rodeo Funny Man

RODEO ALL-STAR – RODEO EXPOSURE

Three rodeo performances are held during Rodeo All-Star Weekend.

Top competitors and rodeo stock draws approximately 13,000 guests over the course of the weekend.

Partner will receive:

• Two (2) 3’x8’ arena bangboards

• One (1) chute gate sign

• Five (5) minutes of exclusive digital fascia exposure

• One (1) :30 video included in sponsor loop, played prior to each rodeo

RODEO ALL-STAR – RODEO EXPOSURE

Presenting Rights to One (1) Rodeo Event

Partner will receive the presenting rights to one of seven rodeo events that take place during each performance of Rodeo All-Star

Weekend. Rodeo events include tie down roping, saddle bronc, barrel racing, and others. Specific event rights to be mutually agreed upon.

Partner will receive:

• One (1) flag presentation prior to the start of the event in conjunction with a :10 PA read and logo inclusion on the center hung scoreboard

• Recognition in the Rodeo All-Star Day Sheets

• Recognition on Rodeo page of www.rodeoallstar.com http://www.rodeoallstar.com/

HOSPITALITY

Partner will receive the following for NWSS:

• Twenty (20) Sponsor badges providing unlimited daily access

• Ten (10) close in VIP daily parking passes

• Fifty (50) tickets to rodeos, horse shows, or family shows

Partner will receive the following for RAS:

• Six (6) premium seats to each rodeo performance (18 total)

• Six (6) close in VIP daily parking passes

Partner will receive the following for Livestock Center Events:

• Four (4) tickets to each event/show

Partnership Fee

$297,800 net cash to National Western Center Authority for each year of the term of the agreement.

Term

Three (3) year partnership – beginning January 1, 2026

Concluding: December 31, 2028

Partner has the first right of negotiation to extend, per RFP.

Special Considerations

All signage production and installation costs responsibility of

National Western Center for the term of the agreement.

Please note that the Denver Coliseum is owned and operated by the City and County of Denver. National Western Stock Show is subject to the City and County of Denver contracts.

National Western Center Authority and partner will work in good faith to find mutually agreeable replacement signage for any contractual assets that are impacted during the National Western

Center construction phase.

National Western Center may host events with conflicting exclusive non-alcoholic beverage partners to be managed on a case by case basis. Competitive beverages will not be sold at any events.

BUSINESS ARRANGEMENT

nationalwesterncenter.com instagram.com/national.western.center linkedin.com/company/national-western-center/ facebook.com/nationalwesterncenter twitter.com/DiscoverTheWest

ATTACHMENT B

Event Venue and Facilities

National Western Center RFP – Beverage Sponsorship Partner Attachment B Event Venues & Facilities

RFP R24-004SY

Attachment B. Summary of Facilities

About the National Western Center Campus

The NWCA and its founding partners are bringing the campus to life — and we’re just getting started. The National Western Stock Show, the nation’s premier livestock show, and rodeo takes place each January.

History Colorado and the Denver Museum of Nature & Science will offer immersive learning experiences for visitors. The center is home to Colorado State University System’s Spur campus, with research, education, and outreach focused on food, water, health, and sustainability. Among Spur’s programs are the Denver Water Compliance lab, a Dumb Friends League veterinary clinic for low-income households, and the CSU Temple Grandin Equine Center for equine-assisted therapy.

NWC Campus

NWC Campus Map

Summary of Event Venues & Facilities included in the Scope of Benefits

HW Hutchison Family Stockyards Event Center (“SYEC”)

The HW Hutchison Family Stockyards Event Center is a multipurpose, 48,000-square-foot flexible space that offers two arenas.

Ideal for lectures, seminars, small conventions, corporate events, expos, e-sports, live music, and other performances, the facility is the newest of its kind in the Denver metro area. With an outdoor plaza, ample parking, and views of the Rocky Mountains and the Denver skyline, the venue is right at home at the National Western Center. SYEC includes the following venue spaces:

Wagner Equipment Co. Auction Arena (within SYEC)

A multi-use black box theater space with capacity for additional floor seating. Opens onto the north plaza for indoor/outdoor events.

• 1,400 sq. ft. performance floor space

• 630 fixed amphitheater style seats

• Multiple pre-function and standing reception options

• Full in-house A/V with 23 ft. LED video wall

• Conference/breakout areas available

Stow L. Witwer Memorial Show Arena (within SYEC)

Fixed theater-seating in an arena bowl style, with balconies that step down to the plaza and flexible conference rooms.

• 17,500 sq. ft. unobstructed floor space

• 805 retractable bleacher seats

• 1,100 standing capacity o (up to 1,800 with additional requirements)

• 700 seated dinner capacity

• Flexible indoor to outdoor venue spaces

• Built-in show power

SYEC Map

Cille and Ron Williams Yards (surrounding SYEC)

The exterior of the building includes an outdoor plaza that connects to the expansive, 20-acre Cille and Ron Williams Yards (the “Yards”).

Near the location of the historic stockyards that stood on this site for more than a century, the new, flexible, hardscaped Yards allow for events all year round, including concerts and festivals, large equipment trade shows, sporting events, and drive-in movies. They feature removable pens for livestock shows, as well as access to power and water throughout. They can also be used as ample parking for other events at the site.

The flexible, hardscaped Yards allow for events all year round, including concerts and festivals, large equipment trade shows, sporting events, and drive-in movies. They feature removable pens for livestock shows, as well as access to power and water throughout.

• 14-acre flexible hardscaped space

• Abundance of power and potable water distributed throughout the area, generally every 150 ft

• Parking capacity up to 1,500 spaces and options to increase beyond that

• Vast clear/unobstructed spaces

The Yards Map

Riverfront Open Space

The South Platte River runs along the future western border of the National Western Center. The Riverfront is a grassy open space for recreation, relaxation, and small community events. It’s a space for planned and impromptu activities — from live music and citizen science projects to quiet walks and bike rides.

An informal 250-person open-air amphitheater will be a place to take in a performance, while several colorful public art pieces will help bring the area to life. For the first time, this site will connect to the neighborhood and nearby parks, via two new river bridges and the regional trail system.

Riverfront Open Space Map

Livestock Center

The Sue Anschutz-Rodgers Livestock Center is the campus’s most versatile building and will provide the campus with new flexible, year-round space that will support the annual Stock Show and a wide variety of activities, such as community events, sporting events, graduations, concerts, livestock auctions, trade shows, banquets, and other uses. The building’s design is based on the historic American barn—the epitome of the western rural lifestyle. It will embody the spirit of true grit, paying homage to the legacy of hard work and dedication that built the early West.

Multi-Use Event Arena

The Arena is a 161,500 SF multi-use event venue that will host livestock shows, sporting events, conventions, banquets, lecture events, and more year-round. The Arena has a seating capacity of up to 5,000 seats (fixed and removable).