Experiential Marketing RFP13357DH.pdf

Commonwealth of Virginia

Request for Unsealed Proposals

Title: Experiential Marketing Support

Due Date: July 23, 2026

Contact Information:

Davonia Holland, VCO Strategic Sourcing Specialist dholland@valottery.com, 804-971-2835

Request for Proposals (RFP) #: ...................................................................................................... 13357DH

RFP Issue Date: ............................................................................................................................. June 25, 2026

Contract Term: ......................................................................................................... 4 Years Plus 3 Renewals

Proposal Due Date and Time: ....................................................................... July 23, 2026; 3:00 PM EST

The Virginia Lottery does not discriminate against faith-based organizations or against an Offeror because of race, religion, color, sex, national origin, age, disability or any other basis prohibited by state law relating to discrimination in employment. The Virginia Lottery encourages firms to provide for the participation of small businesses and businesses owned by minorities and women through partnerships, joint ventures and subcontracting opportunities.

Complete Legal Name of Offeror’s Firm: ______________________________________ mailto:dholland@valottery.com

1. PURPOSE:

2. BACKGROUND:

3. STATEMENT OF NEEDS:

4. PROPOSAL PREPARATION AND SUBMISSION REQUIREMENTS:

A. GENERAL REQUIREMENTS:

B. SPECIFIC PROPOSAL REQUIREMENTS:

C. SOLICITATION QUESTIONS AND PROCUREMENT TIMELINE:

11. SPECIAL TERMS AND CONDITIONS:CLICK HERE TO ENTER TEXT

A. ADVERTISING:

B. AUDIT:

C. PROPOSAL ACCEPTANCE PERIOD:

D. CANCELLATION OF CONTRACT:

E. CONFIDENTIALITY OF PERSONALLY IDENTIFIABLE INFORMATION:

F. CONTINUITY OF SERVICES:

G. CONTRACTOR/SUBCONTRACTOR LICENSE REQUIREMENT:

H. DATA BREACH:

I. DATA OWNERSHIP

J. DATA USAGE

K. DISCOUNTS, PROMPT PAYMENT:

L. DISCOUNTS, OR PROMOTIONAL DISCOUNTS:

M. FINAL INSPECTION:

N. FORCE MAJEURE:

O. IDENTIFICATION AND DELIVERY OF PROPOSAL:

P. INDEMNIFICATION:

Q. INSTALLATION:

R. LIMITATION OF LIABILITY:

S. LIMITATION OF LIABILITY:

T. LIQUIDATED DAMAGES, GOODS AND SERVICES:

U. LIQUIDATED DAMAGES, FURNISH AND INSTALL:

V. NOTICE OF MATERIAL LEGAL DISPUTE:

W. PERFORMANCE, CONTRACTOR:

X. PRICE ESCALATION/DE-ESCALATION:

Y. PRIME CONTRACTOR RESPONSIBILITIES:

Z. PRODUCT AVAILABILITY/SUBSTITUTION:

AA. PRODUCT INFORMATION:

BB. QUANTITIES:

CC. REFERENCES:

DD. RENEGOTIATION OF CONTRACT

EE. RENEWAL OF CONTRACT:

HH. SECURITY CLEARANCE – VIRGINIA LOTTERY:

II. SUBCONTRACTS:

JJ. WARRANTY:

KK. WARRANTY (COMMERCIAL):

LL. CONFIDENTIALITY (LOTTERY):

MM. CONFIDENTIALITY (CONTRACTOR):

NN. DEMONSTRATIONS:

OO. EXCESSIVE DOWNTIME:

PP. OWNERSHIP OF INTELLECTUAL PROPERTY:

QQ. PRODUCT SUBSTITUTION:

RR. QUALIFIED REPAIR PERSONNEL:

SS. RENEWAL OF MAINTENANCE:

TT. SERVICE REPORTS:

UU. TERMINATION BY LOTTERY FOR CONVENIENCE:

12. GENERAL TERMS AND CONDITIONS:

A. ANTI-DISCRIMINATION:

B. ADDENDA:

C. ANNOUNCEMENT OF AWARD:

D. ANTITRUST:

E. APPLICABLE LAWS AND COURTS:

F. ASSIGNMENT OF CONTRACT:

G. AVAILABILITY OF FUNDS:

H. PROPOSAL PRICE CURRENCY:

I. CHANGES TO THE CONTRACT:

J. CLARIFICATION OF TERMS:

K. DEBARMENT STATUS:

L. DEFAULT:

M. DRUG-FREE WORKPLACE:

N. ETHICS IN PUBLIC CONTRACTING:

O. IMMIGRATION REFORM AND CONTROL ACT OF 1986:

P. INFORMATION SECURITY REVIEW:

Q. INSURANCE:

R. NONDISCRIMINATION OF CONTRACTOR:

S. PAYMENT:

T. PERSONNEL SECURITY CLEARANCES:

U. PRECEDENCE OF TERMS:

V. QUALIFICATION OF OFFEROR:

W. TAXES:

X. TESTING AND INSPECTION:

Y. TRANSPORTATION AND PACKAGING:

Z. USE OF BRAND NAMES:

13. METHOD OF PAYMENT AND INVOICING:

14. DISCOUNT FOR PROMPT PAYMENT:

15. DELIVERY:

16. PRICING:

17. ADDENDA:

18. SIGNATURE AND OFFEROR PROFILE SHEET:

19. OFFERORS CHECKLIST:

20. PRICING

1. PURPOSE:

The Virginia Lottery (“Lottery”) is seeking proposals from full-service Experiential Marketing firms to provide a variety of services to support the Lottery Experiential

Marketing initiatives. The anticipated contract resulting from this RFP is expected to consist of an initial four-year term and three one-year renewal options.

2. BACKGROUND:

The Lottery sponsors and activates at a wide variety of events across the state of Virginia. Events include music, food, culture, and craft beer festivals as well as college stadiums and arenas on game day. The Virginia Lottery’s marketing objective at these events is to engage consumers with our brand, whether rewarding our current players or building relationships with our future players. The Lottery strives to deliver an incredible experience in support of its mission to generate revenue for K- 12 public schools. The Lottery’s Experiential Marketing Program supports a variety of Lottery programs and campaigns such as game-specific support, and selling and non-selling events, college athletics, and education-sponsored events.

The Lottery is seeking a qualified and experienced Experiential Marketing firm to deliver unique, fun and engaging experiences at Live events in Virginia. Over the last several years, Lottery events have been primarily focused on community events in support of the Lottery’s mission. The Lottery is known to execute as many as 200 live event days over the course of one (1) year. The event team has included a Market Manager and Brand Ambassadors who deliver the experiences. Events may be as brief as two (2) hours or as many as twelve (12) hours per day. Multiple Events have been held at the same time but in different locations. The Lottery does sell product at some, but not all, events.

3. STATEMENT OF NEEDS:

At a minimum, the Offeror agrees to provide the services as described in the Statement of Needs below. Offerors are encouraged to propose additional methodologies or modified approaches which could improve or add additional value to the existing experiential marketing support services requested in this RFP.

Offeror Responsibilities for Experiential Strategies and Annual Event Plan

1. Offeror shall have the ability to use existing Lottery, industry, and internal research to assist with providing strategic direction on bringing the Lottery brand to life through Experiential Marketing.

2. Offeror shall have the ability to help develop strategic plans to include cross-channel and promotion integration opportunities that build brand awareness and help consumers experience the Lottery brand. The Lottery brand may change over the course of the contract, and the Offeror shall agree to update assets accordingly.

3. Offeror shall have the ability to provide professional guidance based on proven results in consumer engagement, events, and event-to-consumer segment fit.

a) Review historical findings (from both Lottery and other customer events), both quantitatively and anecdotally. Develop innovative trends with consumer insights to make recommendations to the Lottery.

b) Identify and provide recommendations on opportunities to connect with consumers beyond the Lottery’s immediate footprint or current social reach.

c) Provide a full post-event evaluation utilizing agreed-upon metrics.

4. Offeror shall have the ability to provide recommendations for and assist with the development of the Lottery’s Annual Event Plan and provide recommendations for future events to attend/sponsor. The Annual Event Plan shall include new events and sponsorship opportunities based on business initiatives along with investment levels to calculate a budget.

5. Offeror shall have the ability to conduct a review of prospective events upon request that provides an estimated value for the event compared to sponsorship costs.

Offeror’s Responsibilities for Creative Development

1. Offeror shall have the ability to concept and develop creative for Events including but not limited to a new or improved footprint, booth/tent space design, on-site and college athletic signage, social media imagery related to events, engagement tools, premiums, and any additional creative job duties required by the Lottery.

2. Offeror shall have the ability to concept and create social media event post(s) and/or announcement(s) for Lottery owned events in conjunction with the Lottery’s Social Media Specialist.

Offeror’s Responsibilities for Social Media Events

1. Offeror shall have the ability to produce and stream Facebook Live events and/or comparable social media events.

2. Offeror shall have the ability to assist with the production of social media live events including but not limited to the following: creative file support, content management, digital platform and streaming management, and reporting of relevant data as defined by the Lottery.

3. Offeror shall have the ability to provide a digital platform to host Lottery social media live events as required by the Lottery.

4. Offeror shall provide the following for digital content and data of digital platform:

a) Develop content in collaboration with the Lottery.

b) All digital content and intellectual products created as a result of the awarded contract are property of the Lottery.

c) Appropriately brand the social media live events as instructed by the

Lottery. All content will be approved by the Lottery in writing prior to use or going live.

d) Allow the Lottery to access events to become the consumer-facing host.

e) Responsible for the content accuracy for all digital assets unless the content was provided incorrectly by the Lottery.

f) Develop creative and production schedules that are mutually agreed upon.

If delays, missed deadlines or deliveries occur which result in the Lottery paying additional fees to meet agreed upon deadlines or set delivery dates, the Offeror may be held responsible for these fees or overages if the Offeror is at fault.

g) If the Lottery is at fault for delays or missed deadlines as agreed upon, Offeror will not be held responsible for virtual event delays or incomplete assets.

h) Offeror is to notify the Lottery of all imminent deadlines and repercussions associated with missed deadlines that might impair the final event product.

i) Provide all technical support to ensure digital solution remains functional throughout use.

j) Provide social media live event data to the Lottery.

Offeror Responsibilities for Event Outlines

1. Offeror shall agree to submit an Event Outline for Lottery approval prior to working any event. The Event Outline shall, at a minimum, include the following:

a. Name and Location of Event

b. Number of Brand Ambassadors and Market Manager working event

c. Names and contact information of event staff

d. Name and number of premiums to be used

e. Footprint assets to be used

f. Timeline of event execution from prep to warehouse return

g. Estimated staffing costs to include hotel costs

h. Vehicle assignment

i. Performance tracking and metrics

2. Lottery will review and approve the Event Outline prior to any work being performed. If there are changes to the current Event Outline, the Lottery must be notified in writing ahead of the event, or if on event-day, contacted by phone with a follow-up email.

3. Offeror shall agree to work with the Lottery on procedures for the Offeror to sell Lottery games at select events without Lottery staff in attendance. Offeror shall agree to become an authorized retailer as required by the Lottery.

Offeror Staffing Responsibilities for Lottery Events

1. Offeror shall have the ability to Provide qualified manpower for each event according to the event schedule. If the Lottery determines event staff are not fit to work events, the Offeror is required to provide replacements at no additional charge. The Offeror also ensures the removed personnel will no longer be assigned to future Lottery events.

a) Field staff are trained prior to performing services for Lottery Events. The Lottery will provide initial annual training about the Lottery brand at the Lottery Headquarters (or other location) and/or through a virtual meeting.

b) After the training provided by the Lottery, the Offeror is responsible for training any new event staff on the Lottery’s brand, roles and responsibilities, program goals, Frequently Asked Questions, different possible scenarios, reporting procedures, and other general administrative tasks. The Lottery can be available to greet any new employees through a virtual meeting.

c) Mock events may be requested by either the Lottery or the Offeror once per year for training purposes, unless directed otherwise by the Lottery. Any changes to training curriculum must be approved by Lottery designee.

d) Work closely with Lottery Team and designated Lottery lead(s).

e) Field Staff should consist of Brand Ambassadors and a Market

Manager at a minimum. Offerors are encouraged to propose similar or different Field Staff roles which could add additional value to the requested services.

2. Offeror shall have the ability to provide an optimal mix of both Brand

Ambassador(s) and Market Manager(s) for each Lottery event, as directed by the Lottery.

a) Each event should require a different mixture of staffing needs and both Brand Ambassadors and Market Managers may not be required at all events.

b) Brand Ambassadors and Market Managers must be at least 18 years of age, hold a high school diploma (or equivalency), and able to lift 25 (twenty-five) pounds.

c) Offeror’s staff must collaborate with the Lottery to ensure event footprint is set up and taken down in accordance with Lottery requirements.

d) Offeror is responsible for loading event vehicles with a predetermined quantity of specific promotional items and/or premium items from the designated warehousing facility and transporting to the event. At the end of an event, Offeror is responsible for reloading and returning the remaining promotional items and/or premium items to the designated warehousing facility.

e) Offeror is responsible for setting up and taking down event elements, including but not limited to tents, tent lights, generators, chairs, tables, and games.

f) Offeror’s staff is responsible for laying and dismantling temporary event flooring.

g) Offeror’s staff is responsible for assembling and disassembling signage, banners, flags, etc.

h) Offeror’s staff is responsible for setting up and breaking down counters for Lottery terminals which allow ticket sales at events.

i) Offeror’s staff is responsible for towing, including hitching, any trailers.

3. Market Manager:

a) The role of the Market Manager is to be the lead for the event from preparation at the warehouse to onsite footprint management and return to warehouse. This includes being present at the event and ensuring the Brand Ambassadors are performing the agreed upon job duties. The Market Manager embodies the Lottery’s brand when they engage event attendees, provide product and/or promotion information, manage games, set-up and distribute premium giveaways, along with Lottery products, coupons and gift cards, and capture content for social media (pictures, etc.).

b) Market Managers manage Brand Ambassadors and all reporting functions.

c) Market Managers are responsible for the transportation, set-up, and breakdown of event footprint. Driving history clearance must be approved by the Lottery prior to serving in this capacity.

d) Market Managers may be tasked with selling responsibilities. Training and the proper security clearances are required prior to a Market Manager serving in this capacity.

4. Brand Ambassadors:

a) Brand Ambassadors encompass the Lottery’s brand when they engage event attendees, provide product and/or promotion information, manage games, collect player information, set-up and distribute premium giveaways, along with Lottery products, coupons and gift cards (for those Brand Ambassadors with the proper background clearance).

b) Brand Ambassadors assist with the set-up and breakdown of the footprint as well as any basic maintenance that may be needed during an event.

c) Brand Ambassadors may be tasked with selling responsibilities.

Training to ensure proper brand communication and proper security clearances are required prior to a Brand Ambassador serving in this capacity.

5. Offeror shall complete and share with the Lottery performance reviews for both Market Managers and Brand Ambassadors who are performing services for Lottery Events.

6. Lottery may use images or videos that include Offeror employees in digital media and marketing material.

7. Reliable hotspot access or Wi-Fi connection should be provided by Offeror’s staff at all identified Lottery Events Lottery may determine whether hotspots are also accessible for players.

Offeror Responsibilities for Warehousing and Transportation

1. Offeror shall provide a complete warehousing solution that can store all Lottery assets and premium items as directed by the Lottery. The warehouse must be accessible on nights and weekends to both the Offeror’s staff as well as Lottery designated employees. The warehouse must be secure and include on-site parking. The warehouse must be staffed appropriately to receive premium items or event equipment into the warehouse, track the inventory, and store them. The warehouse must be located in Richmond, Virginia.

2. Offeror shall provide and maintain a forklift and other necessary warehouse management equipment at the warehouse. Offeror shall provide staff who are Occupational Safety and Health Administration (OSHA) compliant certified forklift drivers to pick and pack Lottery premium goods as needed for events.

Forklift certification shall be provided to the Lottery within fifteen (15) calendar days after Award Notice.

3. Offeror shall provide a tracking system of premium items remaining in warehouse as well as inventory used at each Lottery event. Offeror shall have the ability to manage the Lottery inventory which includes receiving items, storing items, and distributing items to the proper location. Offeror shall have the ability to allow the Lottery to remotely review inventory levels that are updated on a weekly basis with identification of the quantity of items used at each individual event.

4. Offeror shall provide and maintain the following vehicles that are necessary to execute the event footprint including the selling of Lottery games to and from event locations and the designated warehouse:

a. One (1) box truck to transport event assets, premiums, and event materials

b. One (1) truck that can haul a trailer

c. One (1) trailer that can be fitted with Lottery selling equipment

5. All vehicles used to support Lottery events shall be branded and wrapped in a

Lottery approved design. Additional vehicles needed to support a specific event are not required to be Lottery branded but should not be branded for another organization or company. The Offeror shall provide a process for the exchanging of vehicle keys in a secure manner by Offeror staff.

6. Offeror staff operating the vehicles must meet all Federal and State Department of Transportation rules and regulations. Any incidents or infractions in vehicles supporting a Virginia Lottery event must be notified to the Virginia Lottery.

7. Instances where items are to be stored in vehicles, the Offeror must develop and provide to the Lottery a security plan to ensure Lottery-owned assets are secure at all times.

8. The Offer is responsible for any Lottery-owned assets that are damaged, lost, or stolen during storage (at the event site) and transport. All items damaged, lost, or stolen shall be replaced or paid for by the Offeror, unless the Lottery determines the damage was a result of an Act of God.

Offeror Responsibilities for Production

1. Offeror shall produce elements, which may include interactive elements such as physical or virtual props and games as approved by the Lottery. All products, both physical and intellectual assets are property of the Lottery and must be approved in advance by the Lottery.

2. Offeror shall produce items according to the Lottery’s approved Brand

Standards.

3. The Offeror is responsible for content accuracy for all produced assets.

4. The Offeror is responsible for all production specifications and details provided to production employees (or sub-contractors), unless the specifications and details were provided incorrectly from the Lottery.

5. If items are incorrectly provided by Offeror resulting in a need to reproduce in a way that incurs additional costs, the Offeror is responsible for the additional charges.

6. If items are incorrectly provided by Offeror but were delivered based on the

Lottery’s approved specifications and details, the Offeror will not be responsible for additional charges related to reproduction.

7. Offeror shall develop production schedules that are mutually agreed upon with the Lottery and provide adequate time for both parties to review, approve, and produce needed materials.

8. If delays, missed deadlines or deliveries occur which result in the Lottery paying additional fees to meet agreed upon deadlines or set delivery dates, the Offeror may be held responsible for these fees or overages if the Offeror is at fault.

9. The Offeror shall provide cost estimates to the Lottery for approval prior to either the maintenance occurring or the design and production of new assets.

10. The Offeror may purchase additional assets or lease supplemental assets as deemed necessary by the Lottery. These services will be provided on an as needed basis and will be mutually determined by the Offeror and the Lottery.

11. Follow the proper procurement policies and procedures when selecting a new third-party vendor (subcontractor).

Offeror Reporting Responsibilities

1. Offeror shall provide and utilize an online portal to track event metrics for all

Lottery events as well as leverage historical data. Portal to be updated within 24 hours after an event, or event day for multi-day events, is completed. At a minimum, the following information to be captured should include the following:

a) Event name, type, and location

b) Total number of customer interactions

c) Staffing information to include contact information for all Offeror’s staff working an event

d) Total number of impressions to include onsite and road impressions

e) Cost per impression

f) Total number of premiums distributed

g) Staffing costs per event

h) Premium distribution cost per event

i) Total number of interactions and cost per interaction

j) Event return on investment and other relevant performance metrics

k) Tickets sold (for selling events)

l) Promotional ticket giveaways

m) Coupon giveaways

n) Number of games played

o) Photos and video of the onsite experience at the footprint

p) Feedback from on-site team

q) Social media posts, if requested by the Lottery

r) Providing proof of performance to show event footprint met Lottery standards as established for each event. Proof of performance to be provided at conclusion of any event.

2. The Offeror shall provide training to the Lottery on how to access required reports and data. The data shall be able to be exported into Excel and/or

CVS.

3. The Offeror shall utilize a methodology to determine whether an event is a good fit for the Lottery, taking into consideration internal and external factors.

Factors may include historical cost analysis, audience reached, anticipated audience, rights received, associated event fees, etc. The Offeror shall estimate the return on investment for each event based on information collected by the event partner.

4. The Offeror shall develop reports utilizing data captured at Lottery events in collaboration with the Lottery on an agreed upon schedule no longer than monthly. Lottery may request ad hoc reports, as needed. Most common reports to be requested by the Lottery are listed below. Content and intended purpose of each report will be described in detail at the time of the Lottery requesting the report. Offerors can expect at a minimum of three reports to be requested per month based on the event metrics listed above and/or other data and metrics deemed appropriate by the Lottery or recommended by the awarded Offeror.

a) Post-Event Report

b) Monthly Report

c) Quarterly Event Summary Report

d) Annual Event Report

e) Program Reports (ie. college athletics, Keno support, reporting based on

Lottery specific programs which require Experiential Marketing etc.)

f) Additional Ad-Hoc Reports as requested by the Lottery

4. PROPOSAL PREPARATION AND SUBMISSION REQUIREMENTS:

A. GENERAL REQUIREMENTS:

1. RFP Response:

a. In order to be considered for selection, Offerors must submit a complete response to this RFP. One (1) original and 4 copies of each proposal must be submitted to the Lottery. Each hardcopy proposal must also contain the following:

(1) An electronic version of the complete proposal on a jump drive, and

(2) An electronic version of the complete proposal with any proprietary information removed. Proprietary information is detailed in section 2.d. below.

b. No other distribution of the proposal shall be made by the Offeror.

c. Offeror is requested to respond to each section/subsection in the order in which it appears in the RFP.

2. Proposal Preparation:

a. Proposals shall be signed by an authorized representative of the

Offeror.

b. Failure to submit all information requested may result in the

Evaluation Team giving a lowered evaluation score of the proposal.

c. An explanation describing how the Offeror will accomplish each requirement must be included in the Offeror’s proposal. The phrase "fully comply" without an explanation is unacceptable. If a requirement is not being provided, state "Not Provided."

Proposals that are substantially incomplete or lack key information may be rejected by the Lottery.

d. Ownership of all data, materials and documentation originated and prepared for the Lottery pursuant to the RFP shall belong exclusively to the Lottery and be subject to public inspection in accordance with the Virginia Freedom of Information Act. Trade secrets or proprietary information submitted by an Offeror shall not be subject to public disclosure under the Virginia Freedom of Information Act; however, the Offeror must invoke the protections of §2.2-4342 of the Code of Virginia, in writing, either before or at the time the data or other material is submitted. The written notice must specifically identify the data or materials to be protected and state the reasons why protection is necessary. The proprietary or trade secret material submitted must be identified by some distinct method such as highlighting or underlining and must indicate only the specific words, figures, or paragraphs that constitute trade secret or proprietary information. The classification of an entire proposal document, line-item prices and/or total proposal prices as proprietary or trade secrets is not acceptable and will result in rejection of the proposal.

IF PROPOSAL IS SUBMITTED ELECTRONICALLY: Electronic proposal submission through eVA is preferred. Offeror must be registered in eVA to submit an electronic proposal. Additionally, Offerors must be registered in eVA to be awarded a procurement. Offerors must submit one (1) complete copy of the proposal and attachments as well as one (1) copy with proprietary information redacted.

The following are instructions for submitting an electronic proposal:

1. Go to www.eva.virginia.gov;

2. Click on “I Sell To Virginia”;

3. Click on “eVA Supplier Training”; and

4. Click on “Viewing and Responding to Solicitation

Video”.

If an Offeror needs assistance submitting an electronic response, the Offeror must contact eVA Customer Care at 866-289-7367 or email eVACustomerCare@dgs.virginia.gov.

Proposals may also be emailed directly to the appropriate Contract Officer.

IF PROPOSAL IS MAILED: One (1) original and four (4) copies of each proposal must be submitted to the Lottery. Each hardcopy proposal must also contain the following:

An electronic version of the complete proposal on a jump drive, An electronic version of the complete proposal with any proprietary information removed. Proprietary information is detailed in section 2.b. below.

Offeror must mail proposal to the Virginia Lottery, Attention: 22nd Floor Purchasing Office, 600 East Main Street, Richmond, Virginia 23219. The http://www.eva.virginia.gov/ mailto:eVACustomerCare@dgs.virginia.gov proposal must be enclosed in an envelope or package and identified as follows:

Name of Offeror Due Date and Time Offeror’s complete address RFP No.

RFP Title

If a proposal is not identified as outlined above, the Offeror takes the risk that the proposal may be inadvertently opened and the information compromised, which may cause the proposal to be disqualified. No other correspondence or other proposals should be placed in the envelope.

IF PROPOSAL IS HAND DELIVERED (INCLUDING COURIER): Proposal must be delivered to 600 East Main Street, Richmond, Virginia 23219. Due to increased building security, an Offeror must only deliver a proposal to the Security Guard Station located on the Main Street entrance of the Lottery Headquarters, Main Street Centre (address above). However, the Security Guard is not responsible for identifying the date and time a proposal is received; only a Virginia Lottery employee can make that determination. The Security Guard will contact an appropriate Lottery employee for proposal receipt and this process could take 30 minutes or longer.

Late proposal will not be accepted.

Note: The Lottery does not conduct public openings.

3. Oral Presentation:

Offerors who submit a proposal in response to this RFP may be required to give an oral presentation to the Evaluation Team. This provides an opportunity for the Offeror to clarify or elaborate on the proposal.

4. Page Limits:

Offeror’s proposal shall be limited to 50 pages with each past performance case study not exceeding two (2) pages. A page is defined as 8 ½ by 11 inch paper. Double sided printing shall count as two (2) pages. Graphs, drawings, diagrams, supporting illustrations, or spreadsheets larger than 8 ½ by 11 inches will count as one page and shall not be greater than 11” x 17”. Margins shall be no smaller than 1 inch and each page shall be numbered consecutively. Offeror must use a 12-point font or larger.

The 50-page limitation includes any charts, graphs, drawings, diagrams supporting illustrations, or spreadsheets, etc. but excludes the following:

• Cover page

• Table of contents

• List of acronyms (if utilized)

• Past performance case studies (not to exceed two pages each)

• Section 1

• Additional Terms and Conditions associated with Digital Platform

B. SPECIFIC PROPOSAL REQUIREMENTS:

Proposals shall be as thorough and detailed as possible so that the Lottery may properly evaluate Offeror’s capabilities to provide the required services. In addition to any other requirements imposed by Section III of this Request for Proposals, Offerors are required to submit the following items as a complete proposal. Offerors should organize proposal content by sections as requested below.

Section 1. Signed Proposal, Addenda, Proprietary Information, and Exceptions to T/Cs

1. A fully completed and signed Signature and Offeror Profile Sheet.

2. A fully completed Proprietary Information table which indicates the page number(s) containing proprietary information:

Proprietary Information Table:

Section/Title Page Number(s)

Reason(s) for Withholding From Disclosure

Offerors may find a list of registered SWaM companies by contacting SBSD or visiting https://www.sbsd.virginia.gov/certification-division/swam/.

3. The acknowledgement of any addenda released in reference to this RFP.

4. Desired exceptions to any Special Terms and Conditions within the RFP.

An Offeror’s request to remove or modify a Special Term and Condition within the RFP does not guarantee the Lottery’s acceptance of the Special Term and Condition exemption or any modification of a Term or Condition.

**NOTE: The Lottery will not sign any Offeror’s documents, MSAs, or any other type of agreement(s). The Lottery’s General Terms and Conditions shall not be negotiated.

Section 2. Company Background Information

1. Brief Company Bio summarizing company history, including Account Team who would be assigned to the Virginia Lottery account, and services https://www.sbsd.virginia.gov/certification-division/swam/ provided. Any additional company partnerships which could provide further added value to the requested services may be included.

2. Provide three (3) examples of past performance where similar work was performed within the past five (5) years. These case studies shall include who the customer was, the scope of the project, number of events completed, how case study is relevant to RFP requirements, and any other details the Offeror deems important.

Section 3. Experiential Strategy and Annual Event Plan:

5. Describe in detail how as the Contractor you would provide strategic direction on bringing the Lottery brand to life through Experiential Marketing.

6. Describe in detail what research and data are utilized to develop Event

Implementation Strategies.

7. Detail your process for evaluating and recommending future Live events for the Lottery to attend or sponsor.

8. Propose best method(s) and tools used to assist the Lottery in developing the

Annual Event Plan.

9. Describe in detail how you as the Contractor will develop strategic plans to include cross-channel and promotion integration opportunities that build brand awareness and help consumers experience the Lottery brand.

10. Describe in detail how you as the Contractor will provide professional guidance based on proven results in consumer engagement, events, and event-to-consumer segment fit.

7. Describe in detail how you as the Contractor would review historical findings (from both Lottery and other customer events), both quantitatively and anecdotally; and develop innovative trends with consumer insights to make recommendations to the Lottery.

8. Describe in detail how you, as the Contractor would identify and provide recommendations on opportunities to connect with consumers beyond the Lottery’s immediate footprint or current virtual reach.

9. Describe or show examples of possible production elements, which may include interactive elements such as physical or virtual props and game.

Provide photographs, written, or rendered concepts of examples of experiential marketing proposed or executed by the Contractor to show creative development, production, and event capabilities.

Section 4. Operational Methodology:

1. Describe your proposed Creative Ideation and Development process.

2. Based on the RFP Background information and work described in the Statement of Needs, explain how you would develop ideas for a new or improved footprint, including, but not limited to, on-site signage, engagement tools, and premiums. Offerors are encouraged to show examples, possible prototypes, or ideas used in the past on similar contracts.

3. Describe your Staffing model to include how you recruit and assign staff to an event, how you staff events, and how you accommodate for last-minute staff changes. Outline a proposed staff training day.

4. Describe how Brand Ambassadors and Market Managers’ performance will be evaluated.

5. Provide a sample event outline and describe methodology for each step.

6. Provide details of the warehousing solution and necessary staffing requirements to receive and manage premium items and event equipment.

7. Present examples of streaming and production capabilities for Facebook Live events.

8. Propose and explain the online portal to track event metrics for all Lottery events as well as leverage historical data. Explain how online-portal will reveal the requested information within 24 hours the event is completed. Provide a sample report.

9. Propose and explain the general tracking system of premium items remaining in warehouse as well as inventory used at each Lottery event. Explain how Lottery inventory will be managed to include receiving items, storing items, and distributing items to the proper location. Describe how you will notify the Lottery of current inventory levels (to include used and remaining inventory) on an ongoing basis.

10. Proposed Security Plan for instances where items including active scratchers are to be stored in a locked safe in vehicles to ensure Lottery-owned assets are always secure.

11. Describe the vehicle(s) to be used for Lottery Experiential Marketing events to

Lottery footprint elements (i.e. tents, signage, tables, tablecloths, etc.), games, and premiums to and from event locations and storage areas.

12. Provide examples or draft images of Lottery branded vehicles.

13. Explain how additional vehicles will be provided at the Lottery’s request for an additional daily charge. Also, present what vehicle types are available upon request.

14. Describe how the use of vehicle(s) will be handled in the event of two or more multi-day events in different geographical areas.

15. Explain how you would manage the transition from one event to another over consecutive days

Section 5. Small, Women-Owned, and Minority-Owned Business (SWaM)

1. Offeror shall provide a detailed description of participation of minority-owned, woman-owned, and small businesses in the performance of this Contract through subcontracting programs. Please complete the SWaM table below.

Please note the Lottery only recognizes business certified by the Virginia Department of Small Business and Supplier Diversity (SBSD) as SWaM.

Offerors may add additional lines as required:

Small Business Name and

Certificate Number Planned Involvement Planned

Contract Dollars

Certificate #:

Certificate #:

Total Planned Contract Dollars $

Section 6. Pricing Please refer to “X. Pricing.” Offerors must submit their pricing in their sealed proposal independently of the rest of their proposal.

Alternate pricing schedules may be proposed, but the pricing to furnish goods/services as specified herein must be provided with Offerors’ proposals as required and organized in “X. Pricing.” Failure to provide pricing as required and in section “X. Pricing” may result in the rejection of an Offeror’s proposal.

Alternate pricing schedules can only be proposed as a possible option and not the sole pricing offered.

C. SOLICITATION QUESTIONS AND PROCUREMENT TIMELINE:

1. Offerors can submit questions via email to the Contract Officer whose name appears on the cover page of this solicitation. All contact, whether verbal or written, pertaining to this RFP, shall be with that designated Contract Officer for the duration of the procurement process.

Submit all inquiries concerning this RFP in writing via email, subject “Questions on RFP #13357DH” to:

SPOC: Davonia Holland Email: dholland@valottery.com mailto:dholland@valottery.com

The Lottery does not guarantee a response to any questions received after July 16, 2026.

2. The following procurement timeline is subject to change as the procurement progresses. Please note the deadline within which to submit questions.

Procurement Process Estimated Completion Date

First Round of Questions July 6, 2026 Addendum #1 issues (if applicable) July 9, 2026 Second Round of Questions (if applicable) July 14, 2026 Addendum #2 July 16, 2026 RFP Due Date July 23, 2026 Estimated Contract Award October 15, 2026

V. EVALUATION AND AWARD CRITERIA:

A. EVALUATION CRITERIA:

The Lottery seeks to Contract for the goods and/or services described herein with the responding Offeror who submits the best proposal as modified through negotiations. The written proposals, and any subsequent negotiated offers, will be evaluated and judged by the Lottery based on the following criteria:

Evaluation Criteria Scoring Points Available

Company Background Information 20 Experiential Strategy & Annual Event Plan 30 Operational Methodology 30 SWaM 10 Pricing 10 Total Points Available 100

B. AWARD OF CONTRACT:

Two or more Offerors deemed to be fully qualified and best suited among those submitting proposals will be identified on the basis of the evaluation factors stated herein. Negotiations may be conducted with such Offerors. After negotiations have been conducted with each of these Offerors, the Lottery may select the Offeror(s) that, in its opinion, has made the best proposal, and award the Contract to that Offeror(s). The Lottery may cancel this RFP or reject proposals at any time prior to the award, and is not required to furnish a statement of the reasons why a particular proposal was not deemed to be the most advantageous. Should it be determined in writing that only one Offeror is fully qualified, or that one Offeror is clearly more highly qualified than the others under consideration, a Contract may be negotiated and awarded to that Offeror.

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11. SPECIAL TERMS AND CONDITIONS:CLICK HERE TO ENTER TEXT.

A. ADVERTISING:

In the event a Contract is awarded for supplies, equipment, and/or services resulting from this solicitation, no indication of such sales and/or services to the Lottery shall be used in product literature or advertising without the Lottery Executive Director’s prior written approval. The Contractor shall not state in any of its advertising or product literature that the Lottery has purchased or uses its products and/or services.

B. AUDIT:

The Contractor shall retain all books, records, and other documents relative to this Contract for five (5) years after final payment, or until audited by the Lottery and/or the Commonwealth of Virginia, whichever is sooner. The Lottery, its authorized agents, and/or state auditors shall have full access to and the right to examine any of said materials during said period and at no cost to the Lottery nor the Commonwealth of Virginia.

C. PROPOSAL ACCEPTANCE PERIOD:

Any proposal in response to this solicitation shall be valid for 180 days. At the end of the 180day period, the proposal may be withdrawn at the written request of the Offeror. If the proposal is not withdrawn at that time, it remains in effect until an award is made or the solicitation is canceled.

D. CANCELLATION OF CONTRACT:

The Lottery reserves the right to cancel and terminate any resulting Contract, in part or in whole, without penalty, upon 60 days written notice to the Contractor. In the event of a material breach with no options to cure, the Lottery reserves the right to cancel this Contract within ten (10) days written notice. If the initial Contract period is for more than 12 months, the resulting Contract may be terminated by either party, without penalty, after the initial 12 months of the Contract period upon 60 day written notice to the other party. Any Contract cancellation notice shall not relieve the Contractor of the obligation to deliver and/or perform on all outstanding orders issued prior to the effective date of cancellation.

E. CONFIDENTIALITY OF PERSONALLY IDENTIFIABLE INFORMATION:

The Contractor assures that information and data obtained as to personally-identifiable information and circumstances related to Lottery players/ consumers, employees, retailers, vendors, applicants, and/or licensees will be collected and held confidential, during and following the term of this Contract, and will not be divulged without the individual’s and the Lottery’s written consent and only in accordance with federal law or the Code of Virginia.

Contractors who utilize, access, or store personally identifiable information as part of the performance of a Contract are required to safeguard this information and immediately notify the Lottery of any breach or suspected breach in the security of such information.

Contractors shall allow the Lottery to both participate in the investigation of incidents and exercise control over decisions regarding external reporting. Contractors and their employees working on this project may be required to sign a confidentiality statement.

F. CONTINUITY OF SERVICES:

The Contractor recognizes that the services under this Contract are vital to the Lottery and must be continued without interruption and that, upon Contract expiration, a successor, either the Lottery or another Contractor, may continue them. The Contractor agrees:

1. To exercise its best efforts and cooperation to affect an orderly and efficient transition to a successor;

2. To make all Lottery owned facilities, equipment, and data available to any successor at an appropriate time prior to the expiration of the Contract to facilitate transition to successor; and

3. That the Lottery Contracting Officer shall have final authority to resolve disputes related to the transition of the Contract from the Contractor to its successor.

The Contractor shall, upon written notice from the Contract Officer, furnish phase-in/phase-out services for up to ninety (90) days after this Contract expires and shall negotiate in good faith a plan with the successor to execute the phase-in/phase-out services. This plan shall be subject to the Contract Officer’s approval.

The Contractor shall be reimbursed for all reasonable, pre-approved phase-in/phase-out costs (i.e., costs incurred within the agreed period after Contract expiration that result from phase-in, phase-out operations) and a fee (profit) not to exceed a pro rata portion of the fee (profit) under this Contract. All phase-in/phase-out work fees must be approved by the Contract Officer in writing prior to commencement of said work.

G. CONTRACTOR/SUBCONTRACTOR LICENSE REQUIREMENT:

With the signature of the Contractor’s authorized representative on this solicitation, Contractor certifies that Contractor firm/individual and subcontractor are properly licensed for providing the goods/services specified.

Contractor Name:

Subcontractor Name:

License Number:

License Type:

H. DATA BREACH:

Notification and Response The Contractor shall notify the Virginia Lottery as soon as practicable, but in no event later than twenty-four (24) hours after becoming aware, of any actual or suspected Cybersecurity Incident or Data Breach involving Virginia Lottery Data, including unauthorized access, acquisition, disclosure, alteration, or loss of data, whether maintained by the Contractor or its subcontractors. For purposes of this Agreement, “Cybersecurity Incident” means any actual or suspected event that results in, or has the potential to result in, unauthorized access to, disruption of, misuse of, modification of, or destruction of information systems, networks, applications, or data, or that compromises the Confidentiality, Integrity, or Availability (CIA) of Lottery information resources, including any error or omission, negligence, misconduct, or breach that compromises or is suspected to compromise the security, confidentiality, or integrity of Virginia Lottery Data or the safeguards implemented to protect such data.

Notice shall be provided by telephone and email to the Lottery’s Director of Information Security and by email to the Lottery’s Office of Legal Counsel (Deputy General Counsel) and Director of Security, and shall occur without unreasonable delay and in all events within the twenty-four (24) hour period stated above. The notice shall include, at a minimum:

1. A description of the nature of the incident and the date and time it was discovered;

2. The categories and approximate volume of Virginia Lottery Data affected;

3. Whether the data was encrypted, redacted, or otherwise protected, and whether encryption keys were compromised;

4. Actions taken or planned to contain, investigate, and remediate the incident; and

5. A designated point of contact responsible for coordinating incident response.

The Contractor shall fully cooperate with the Virginia Lottery, the Commonwealth of Virginia Fusion Center, law enforcement, and their designee(s) in incident investigation, forensic analysis, containment, remediation, and recovery activities, including making available all relevant records, logs, files, data reporting, and other materials required to comply with applicable law or as otherwise required by the Lottery. The Virginia Lottery retains the sole authority to determine whether external notifications (including notices to affected individuals, regulators, or law enforcement) are required and to approve the timing, method, and content of any such notifications.

Notification to Individuals and Costs

If notification to individuals or entities affected by the incident is required under applicable law (federal or state), the Contractor shall, at its own expense and only as approved by the Virginia Lottery with respect to timing, method, and content, provide such notification. In the case of Personally Identifiable Information (PII), and at the Virginia Lottery’s sole election, the Contractor shall additionally: (i) notify affected individuals as soon as practicable but no later than required by applicable law, or, if no legally required notification period applies, within five (5) calendar days of the occurrence; (ii) reimburse the Virginia Lottery for any costs incurred in notifying affected individuals;

(iii) provide third-party credit and identity monitoring services to each affected individual for the period required by applicable law, or, if no legally required monitoring period applies, for no less than twenty-four (24) months following the date of notification; (iv) perform any other actions required to comply with applicable law; (v) indemnify, defend, and hold harmless the Virginia Lottery and the Commonwealth of Virginia from and against any and all claims, including reasonable attorneys’ fees, costs, and expenses, arising from or related to the occurrence; (vi) recreate lost Virginia Lottery Data in the manner and on the schedule set by the Virginia Lottery, without charge;

and (vii) provide the Virginia Lottery a detailed plan within ten (10) calendar days of the occurrence describing the measures the Contractor will undertake to prevent a future occurrence.

To the extent the Contractor provides notification to affected individuals, such notification shall, at a minimum, include: (a) name and contact information of the Contractor’s representative; (b) a description of the nature of the incident;

(c) a list of the types of data involved; (d) the known or approximate date of the incident; (e) how the incident may affect the affected individual; (f) what steps the Contractor has taken to protect the affected individual; (g) what steps the affected individual can take to protect themselves; (h) contact information for major…