DMO RFP 4-25.pdf

CITY OF NEWPORT, OREGON

REQUEST FOR PROPOSALS

Destination Marketing Organization

Services

Due Date: May 19, 2025

CITY OF NEWPORT, OREGON

Request for Proposal

Destination Marketing Organization Services

I. BACKGROUND

A. Proposer Entity

The City of Newport (“City”) is seeking a well-qualified profit or non-profit organization to submit a proposal to provide Destination Marketing

Organization Services for the City.

B. Overview

The City of Newport, with a population of approximately 11,000, is a prime tourist destination, and is the population center of the central Oregon coast.

Newport hosts 2.5 million visitors annually who come to experience numerous fine shops, restaurants, galleries, lodging establishments, endless outdoor recreational opportunities, and the Oregon Coast Aquarium. Yaquina Head

Lighthouse is one of only eight active lighthouses in the state, and at 93 feet, is the tallest tower on Oregon’s coast.

Newport boasts the largest commercial fishing fleet in Oregon, helping it to earn the title of Dungeness Crab Capital of the World. Several marine research vessels call Newport home along with a large number of private boats docked in marinas around the Bayfront.

Newport is the county seat of Lincoln County, and houses the offices of several federal and state agencies, including a major Coast Guard station, Oregon

State University’s Hatfield Marine Science Center, NOAA’s Pacific Marine

Operations Center, the Oregon State Police, Oregon DMV, and Oregon

Employment Division offices.

C. Sources of Funds and Budget

The source of funds for this service is from the City’s Transient Room Tax Fund.

The budget for this service is subject to the City’s Annual Budget Appropriations process.

II. RFP SPECIFICATIONS

The City of Newport aims to increase overnight visitation and visitor spending while also engaging our local community to encourage tourism that contributes positively to Newport’s economy without compromising its environmental or cultural integrity through the following means:

1. Destination Marketing - Promotion of Newport as a premier coastal destination by leveraging a balanced mix of paid, earned, and owned media.

Utilize data-driven content strategies to tell authentic stories, highlight visitor experiences, and drive engagement across all marketing platforms.

2. Brand & Communications - Shape and enhance public perception of

Newport through consistent, values-based storytelling. Implement public relations initiatives, influencer collaborations, and direct-to-consumer outreach that reflect the City’s character, natural assets, and diverse cultural offerings.

3. Stakeholder Relations & Community Engagement- Build strong partnerships with local businesses, hospitality providers, cultural organizations, and residents. Champion the value of tourism as a tool for community benefit, ensuring locals feel heard, respected, and engaged.

4. Promotions & Events - Develop and support signature events, thematic campaigns, and in-market activations that generate buzz and create shareable visitor experiences. Promotions should align with Newport’s brand identity, enhance the local experience, and encourage overnight stays.

5. Sustainable and Inclusive Tourism Development - Prioritize sustainability in all promotional efforts. Support initiatives that highlight underrepresented voices, promote environmental conservation, and align with local values. Encourage tourism that contributes positively to Newport’s economy without compromising its environmental or cultural integrity.

6. Measurement and Insights - Incorporate performance tracking, audience analytics, and visitor sentiment analysis into all aspects of the tourism strategy. Use insights to adapt campaigns, measure ROI, and inform future planning. Regularly report outcomes to the City and stakeholders to ensure transparency and continuous improvement.

A. Scope of Services

All services shall be provided under the direction of the City Manager and City

Council. The tourism promotion services provided shall include, but not be limited to, the following tasks:

1. Destination Marketing Plan Development & Implementation

• Collaborate with City leadership to develop a strategic, data-driven Destination Marketing Plan that sets clear goals and identify implementation steps

• Continue ongoing market research to define and refine target audiences, visitor personas, travel motivations, and regional trends. Use insights to inform real-time adjustments and long-term strategy.

Measurable Outcomes:

• Implement the goals of the DMP with clearly defined KPIs and timelines.

• Increased visitation during targeted seasons (especially off-peak).

• Measurable growth in visitor spending and economic impact.

• Enhanced understanding of visitor behavior and journey mapping.

2. Brand Management and Communications (including sustainable & inclusive tourism development)

• Maintain and evolve the Discover Newport brand, including logo systems, style guides, tone of voice, and key messaging pillars.

• Ensure consistent application of Discover Newport brand in marketing assets, digital platforms, and relevant third-party partner initiatives in Newport and Lincoln County.

• Create a cohesive brand narrative that distinguishes Newport in a competitive coastal market.

• Shape and enhance public perception of Newport through consistent, values-based storytelling.

• Implement public relations initiatives, influencer collaborations, and direct-to-consumer outreach that reflect the City’s character, natural assets, and diverse cultural offerings.

• Prioritize sustainability in promotional efforts. Support initiatives that highlight underrepresented voices, promote environmental conservation, and align with local values.

• Consistent branding across ≥ 90% of marketing collateral.

• Increased brand recognition and positive sentiment in target markets.

• Engagement growth on branded platforms.

• Increased number of sustainable tourism-related promotions.

3. Stakeholder Relations & Community Engagement

• Facilitate regular engagement with local businesses, nonprofits, cultural institutions, and residents.

• Strengthen community-tourism relations by promoting local-first tourism strategies and responsible visitation.

• Create channels for stakeholder input and collaborative marketing opportunities.

• Stakeholder satisfaction and engagement survey scores.

• Number of collaborative projects or co-branded campaigns initiated.

• Reduction in tourism-related community concerns.

4. Promotions & Events

• Develop and support signature events, thematic campaigns, and in-market activations that generate buzz and create shareable visitor experiences. Promotions should align with Newport’s brand identity, enhance the local experience, and encourage overnight stays.

• Identify opportunities for new events that drive year-round visitation and reflect Newport’s identity.

• Foster community partnerships and sponsorships to strengthen and diversify event offerings.

• Attendance, media coverage, and hotel occupancy tied to events.

• Year-over-year event-driven economic impact growth.

• Community participation and satisfaction levels.

5. Content Creation, Creative Production and Asset Management

• Provide and/or partner with the contracted content creator on high-quality photography, videography, and storytelling assets that highlight Newport’s landscapes, attractions, local culture, and experiences.

• Maintain a robust digital asset library and monthly branded e-newsletter that engages target audiences.

• Provide concept development, copywriting, graphic design, and production of all creative materials for digital ads, social content, print pieces, and out-of-home media., either in-house or through vendors.

• Ensure all content aligns with campaign goals, accessibility standards, and brand tone.

• Monthly content production goals met.

• Newsletter open/click-through rates that compare to industry benchmarks.

• Growth in organic search traffic and time-on-site metrics.

• Positive qualitative feedback from stakeholders and community.

6. Marketing & Advertising

a. Digital & Social Media Marketing

• Maintain and enhance the Discover Newport website and social media channels, ensuring content is timely, mobile-friendly, and SEO-optimized.

• Develop strategic digital campaigns that grow awareness, engagement, and conversions using organic, boosted, and paid placements.

• Evaluate and implement emerging media formats, including

OTT (Over-the-Top), CTV (Connected TV), and mobile-first platforms.

Measurable Outcomes:

• Growth in social media followers, reach, and engagement by

≥10% annually.

• Website traffic growth with improved bounce rate and time on site.

• ROI from paid digital channels.

b. Targeted Advertising

• Deploy advertising campaigns that reach high-value visitor segments in key geographic and psychographic markets.

• Use programmatic ad tools, geofencing, retargeting, and other tactics to drive conversions.

• Continually optimize messaging, creative, and placement based on performance data.

• Increase in conversion rates from targeted campaigns.

• Improved return on ad spend (ROAS).

7. Reporting & Accountability

• Provide quarterly progress reports and performance metrics to the City Council and Discover Newport Committee, including analysis of key marketing indicators, tourism trends, and ROI.

• Present quarterly and annual summaries with visual dashboards, campaign highlights, and recommendations for improvement.

• Ensure all activities and strategies are aligned with the City

Council’s goals and the Discover Newport Committee’s mission.

• Adapt and pivot as needed in response to citywide initiatives, public input, and changing market conditions.

• In partnership with City leadership, conduct an annual tourism-relations survey for the community.

• 100% on-time reporting.

• Demonstrated improvements in KPIs over baseline benchmarks.

• Transparent budget and resource utilization.

• Quarterly alignment check-ins with City leadership.

• Marketing efforts visibly support economic, cultural, and sustainability priorities.

• Positive public and Council feedback.

B. Eligible Proposers

Proposals will be accepted only from organizations (profit or non-profit), or other collaborative arrangements that:

1. Are qualified to conduct business in the State of Oregon and the City of

Newport.

2. If a corporation or limited liability company, is in good standing with the

Secretary of State.

C. Contract Term

The term of the contract with the successful proposer shall be two years with an option to extend for up to one additional two-year term, at City’s sole discretion. The proposer shall state whether it is willing to grant the City the option to extend any contract awarded hereunder for one additional period of two years, under the same prices, terms, and conditions. Contract extension will be contingent upon the availability of funds; contractor’s continuing compliance with applicable federal, state, and local government legislation; and an evaluation indicating the contractor’s successful performance of the contract.

D. Preliminary Schedule

Event Date

Release of Request for Proposals April 17, 2025

Written Questions DUE April 30, 2025 - 2 PM Pacific

Proposals Due May 19, 2025 - 2 PM Pacific

Proposal Award Date On, or after, June 03, 2025

Contractor Begins Work Est. July 1, 2025

The city reserves the right to amend the preliminary schedule.

E. Deadline for Submission of Proposals

The original proposal must be received by 2:00 P.M. (PDT), on May 19, 2025.

This is as verified by timestamp. Proposals shall be emailed to Nina Vetter at n.vetter@newportoregon.gov.

The submission of proposals is the sole responsibility of the proposer. The City reserves the right to determine the timeliness of all submissions. Late proposals will not be accepted. All proposals received after the deadline will be returned unopened.

F. Proposal Requirements

The following outlines the proposal requirements. Submission of a proposal pursuant to this RFP constitutes acknowledgement and acceptance of the terms and conditions set forth herein, and those required under City’s Public

Contracting Rules (located on City’s webpage, under Administration, City

Recorder). The Public Contracting Rules may also be viewed by clicking here.

The RFP will be incorporated into any resulting contract with the successful proposer, along with any terms of the accepted proposal which are not in conflict therewith, as well as provisions which are permissible matters for negotiation, as set forth herein. The contents of the proposal submitted by the successful proposer may become contractual obligations if a contract is awarded.

Failure of the successful proposer to accept these obligations may result in cancellation of the award. The City reserves the right to withdraw this RFP at any time without prior notice. All proposals submitted in response to the RFP mailto:n.vetter@newportoregon.gov https://www.newportoregon.gov/dept/adm/documents/Public%20Contracting%20Rules.pdf become the property of the City and will be a public record after the selection process is completed. Each proposal must contain the following:

1. Cover Letter for the Proposal

A cover letter must be submitted with the proposal. The cover letter should be limited to one page and must include the company name, company address, and the name, telephone number, and e-mail address of the person(s) authorized to represent the firm on all matters relating to the RFP and any contract awarded pursuant to this RFP. A person authorized to bind the proposer to all commitments made in the proposal must sign the letter.

2. Providing Services to Meet the Scope of Services

Each proposer shall furnish a narrative of how the organization will provide services to fulfill the City’s scope of services.

3. Proposer Experience

Each proposer shall furnish a narrative supported by relevant data regarding past experience with similar projects, including names of organizations and persons with whom proposer has entered into contracts and employment for similar services. Proposer shall also identify the individuals who will be assigned to work on this project and their roles. The results of those contacts will be considered by City in its evaluation of proposer’s proposal, and provided herein.

4. Projected Costs and Proposed Services

Each proposer shall provide an itemized list of the annual projected costs of each component in the “Scope of Services” described above, including personnel time and costs. If applicable, identify other sources of revenue that can be matched or leveraged to provide a greater promotion of Newport.

G. Proposal Evaluation and Selection Process

The City will conduct a preliminary evaluation of all proposals to determine compliance with proposal requirements and mandatory document submissions. The City reserves the right to request additional information to clarify the content of a proposal.

All proposals shall be reviewed to determine that the minimum eligibility requirements have been met. Ineligible proposers will be informed in writing.

All submittals in response to this RFP are public records and available for inspection and copying upon request.

Proposals will be evaluated based upon the following categories, including references and information from entities or persons with whom Proposer has entered into contract(s) within the last five years. Proposals will be scored and ranked. No single category is determinative, or entitled to greater weight in the evaluation process than any other. The successful proposal will be determined by the highest point total, based on the categories below. The successful proposal may be subject to negotiation.

Proposer qualifications, experience, and demonstrated ability, including references and contacts with previous contracting parties.

30 points

Quality and responsiveness of proposal to the Goals and Objectives and Scope of Service detailed in this RFP.

35 points

Cost reasonableness, appropriateness, and necessity as compared to all other proposals to provide the services proposed within the City’s annual budget and other leveraged monies.

30 points

Geographic preference, in this order: Lincoln County in Oregon, State of Oregon, the NW Coastal area (including Oregon, Washington and Northern California). The vendor resides or has businesses in these areas.

5 points

H. Contract Reward Process

The City Council may accept or reject the recommendation of the staff as to the successful proposer, cancellation of the procurement, or related matters.

The successful proposer that is selected to perform the services outlined in this

RFP shall enter into a contract, approved by the City Attorney, directly with the City of Newport, within thirty (30) days of the Notice of Intent to Award Contract, or such later date as determined by the City.

The City reserves the right to verify the information received in the proposal.

If the proposer knowingly and willfully submits false information or data, the City reserves the right to reject that proposal. If it is determined that a contract was awarded or entered into because of false statements, or other incorrect data submitted in response to this RFP, the City reserves the right to terminate the contract, without penalty therefor, and with all rights reserved.

III. GENERAL RFP AND CITY CONTRACT INFORMATION

The following terms and conditions apply to the agreement entered into between the successful proposer and the City of Newport:

A. Term

The term of this contract shall be two years, with the option to extend for one additional two-year term, at the sole discretion of the City. The proposer shall state whether it is willing to grant the City the option to extend any contract awarded under the same prices, terms, and conditions. Any contract awarded pursuant to this RFP may be terminated by the City, with or without cause upon thirty days written notification to the successful proposer.

B. Budget

Total expenditures under the first year of this contract shall not exceed the amount budgeted by City for that year. In any event, the City provides no assurance that the total amount budgeted by City will be agreed to by City in its award of contract. However, in the event City requires additional services beyond those agreed to by the parties in the contract, such services will be reduced to writing as an amendment to the contract, and will be required, at

City’s discretion, to the extent City’s advertising budget has been increased.

C. Laws and Policies

In the performance of the advertising services agreement, the selected successful proposer shall abide by and conform to all applicable laws and rules of the United States, State of Oregon, and the City of Newport.

D. Costs Incurred by Proposers

All costs of proposal preparation shall be the responsibility of the proposer.

The City shall not, in any event, be liable for any pre-contractual expenses incurred by proposers in the preparation and/or submission of the proposals.

Proposals shall not include any such expenses as part of the proposed budget.

E. General City Reservations

City reserves the right to extend the submission deadline should this be in the best interest of the City. Proposers have the right to revise their proposals in the event that the deadline is extended.

The City reserves the right to withdraw this RFP at any time, and will notify proposers that the solicitation has been canceled. The City makes no representation that any contract will be awarded to any proposer responding to the RFP. The City reserves the right to reject any or all submissions.

If in City’s judgment, an inadequate number of proposals are received or the proposals received are deemed non-responsive, not qualified, or not cost effective, the City may, at its sole discretion, reissue the RFP, or execute a contract with the next highest ranked proposer, or to cancel this solicitation, all subject to compliance with City’s public contracting rules.

City reserves the right, subject to the City’s public contracting rules and applicable statutes, to reject any and all proposals and to waive any minor informality when to do so would be advantageous to the City.

F. Termination

Any contract awarded pursuant to this RFP may be terminated by the City, with or without cause, upon notification by the City to the successful proposer.

G. Proposer’s Contact for Information

Proposers may contact Nina Vetter with any questions regarding the scope of services of this RFP at:

Nina Vetter, City Manager

City of Newport

169 SW Coast Highway

Newport, OR 97365

N.Vetter@NewportOregon.gov

541-574-0601 mailto:N.Vetter@NewportOregon.gov