I.A.02Limited Competition Justification Lamar signed_Redacted.pdf

This is a Justification Review Document for a single source determination issued by the National Guard Bureau for a Billboard Ad procurement.

The National Guard Bureau, located at 111 South George Mason Drive in Arlington, VA, is procuring billboard advertising services for the Spokane area. The requirement involves 8 billboards with 8.3 million impressions over a 24-week campaign. The procurement is being executed as a new contract on a firm fixed-price basis using O&M, Air funding authority. The contracting activity is the 194 MSC with the requiring activity being WA ANG HQ R&R, and the point of contact is TSgt Brandon Hughey. Contracting Officer Justin Scherer is administering the action, which was prepared by MSgt Ryan Dugan, a Contracting Specialist. The justification was completed on September 23, 2025, with certifications dated April 15, 2026, and April 29, 2026. The procurement is being conducted under 41 U.S.C. 1901 as implemented in FAR 13.106-1(b)(1) for solicitation from a single source.

The justification demonstrates that the billboards requested by the recruiting office are specifically owned by Lamar, which holds sole control over advertising placement on these particular billboards. Market research identified four other companies owning billboard space in the Spokane area, but they do not have billboards in the desired high-traffic, high-impression-count locations. Efforts to obtain competition indicate that competition is controlled by the billboard companies themselves, and the only viable competition in the industry is based on billboard location. No posting requirements apply to this action, and no prior procurement of this requirement exists. The Contracting Officer has determined the anticipated cost to be fair and reasonable.