RFP2_Amend1_(final).pdf

Request for Proposals No. M-15000267-0000 Smithsonian Enterprises Live Events

Amendment No. 1

The RFP #M-15000267-0000 is hereby amended effective as of the date hereof by providing the additional information identified in the bold, numbered questions and corresponding Smithsonian responses below. The issues are generally presented by subject matter. Where a question relates to a certain page or section of the RFP, the Smithsonian response may refer to such page or section for clarification and may restate the section and the name of the section.

EXTENSION OF PROPOSAL DUE DATE:

The due date for submission of proposals is hereby extended from 2:00 P.M. Eastern time on Tuesday, July 7, 2015 to 2:00 P.M. Eastern time on Friday, July 10, 2015.

GENERAL QUESTIONS:

1. Question: Do you have a desired number of events during the year?

Answer: No. There is no magic number, but we would like a plan that will grow the live events business into a significant source of revenue.

2. Question: Do you have a desired scale? Or do you prefer a variety of events throughout the year?

Answer: We are looking to our partners for expertise on what scale makes sense, but we believe that the Smithsonian brand has significant national and (eventually) international potential.

3. Question: Can you share any information from prior years of the American Ingenuity

Awards and Future is Here event like budget, attendance, sponsors, etc?

Answer: Smithsonian Enterprises cannot share any information beyond what is included in the RFP. We seek the best possible prospective strategy from offerors, and we hope that strategy will involve plans for making current events a success, but current events should only be one element of the offeror’s proposal.

4. Question: Do you have a revenue goal?

Answer: No. Again, there is no magic number, but we would like a partner who believes that there is significant revenue potential here, and a realistic proposal that reflects that belief.

5. Question: Is there a target audience you are trying to reach?

Answer: Multiple. We are open to elite, high dollar event strategies, as well as lower priced events that reach large numbers of people, and even niche audience strategies, or a strategy that reflects a phased approach involving all three possibilities.

6. Question: Are you seeking a creative proposal now or is there opportunity to learn more before beginning the creative process?

Answer: Yes, we are seeking some preliminary creative ideas now. Please refer to Section III.D Part 1 (Technical Submission) of the RFP. There will be time to learn more and iterate in a collaborative process once a successful offeror has been chosen.

7. Question: If it’s determined that a scheduled event will not have the revenue to cover costs, is there an opportunity to cancel or reschedule? Or will the chosen event company be obligated to execute the event at a loss?

Answer: Certain events are already being planned, including the 2015 Future is Here event, and the successful offeror will not be responsible for any losses resulting from those pre-scheduled events. We are ideally looking to the successful offeror for a prospective strategy to improve execution on existing events so that those events quickly become profitable. We are open to phasing out existing events if there are compelling reasons that they cannot become profitable, or would be too much of a drag on bandwidth to allow other parts of the business to flourish. And in the event that we have scheduled an event that the successful offeror does not believe can be run profitably, if SE chooses to move forward, the successful offeror will not be responsible for financial losses.

8. Question: Are all events to be self funding (I.e., admissions and sponsors cover costs, or is there any funding coming from Smithsonian or the Federal Government)?

Answer: There may occasionally be events that come with funding from the Smithsonian or partner organizations, and those events will be identified to the successful offeror up front. But this RFP is focused on events with profit potential that are at least self funding.

9. Question: What is the Smithsonian’s desired royalty fee given market research conducted?

If no market research has been conducted, what is Smithsonian’s desired royalty fee given internal discussions?

Answer: Smithsonian Enterprises is competing this contract in an effort to achieve the best combination of royalty fee and business plan. We do not come to this with preconceptions regarding a specific royalty fee.

10. Question: What are the desired number of events that Smithsonian would like under this contract? What percentage are desired internationally vs. domestically?

Answer: There is no set number of desired events and no desired percentage of international vs.

domestic events.

11. Question: What was the revenue for AIA and FIH for previous events? What were the costs for AIA and FIH for previous events?

Answer: The Smithsonian is not providing this information as a part of this RFP.

12. Question: What has been identified for growth areas for AIA and FIH?

Answer: We hope to offer versions of both events in other regions. We have been relatively successful with national sponsors, but have not had the bandwidth to look at local sponsorship opportunities to date. We are still looking at whether these events are more profitable with elite access and high ticket prices, or whether they should be structured for the masses. A hybrid of the two approaches is also under consideration.

13. Question: What has been identified as requiring modification for AIA and FIH?

Answer: Please refer to the answer to Question #12 above.

14. Question: Can Smithsonian share past AIA and FIH budgets?

Answer: No.

15. Question: What is the current marketing /outreach approach for AIA and FIH?

Answer: They both have full issues of the magazine associated with them as well as a robust web presence, which are both outreach and huge sponsorship opportunities.

16. Question: Can Smithsonian share past AIA and FIH marketing plans?

Answer: This information will be shared with the successful offeror.

17. Question: How does Smithsonian define success for the AIA and FIH events?

Answer: Quality and profitability. These events should be revelatory and surprising in ways that are worthy of the Smithsonian name, and of the institution’s artistic and intellectual reputation.

18. Question: What are the desired improvements identified for the AIA and FIH events?

Answer: Please refer to the answer to Question #12 above.

19. Question: Was there post-event internal or external surveying or analysis done for AIA and FIH? If so, can Smithsonian share the results?

Answer: No surveying has been done.

20. Question: What Smithsonian assets are currently deployed for AIA and FIH?

Answer: A full issue of the magazine is dedicated to each event, along with the ad sales synergies that represents. A lot of time from ad sales and senior magazine staff is also dedicated to securing talent for the events.

21. Question: What defines event success for Smithsonian?

Answer: Quality, profitability. These events should be revelatory and surprising in ways that are worthy of the Smithsonian name, and of the institution’s artistic and intellectual reputation.

22. Question: What are the specific event goals to track success, based upon past events?

Answer: Quality, critical success, profitability

23. Question: Are the preferred countries or cities that have been identified for international programming?

Answer: Only tentatively. We are open to good proposals, but focused on major media markets like New York, Los Angeles, Chicago, etc.

24. Question: Is there a page limit for this proposal?

Answer: There is no page limit for the proposal, but brevity and clarity are appreciated.

25. Question: Which categories of lectures and programs are most popular under the Smithsonian Resident Associate program offerings?

Answer: Our most successful events combine smart celebrity with thought leadership. Example:

Patrick Stewart hosts the Future is Here, and provides umbrella context. Each event talk is given by the leading expert in his or her field.

26. Question: Would the Smithsonian prefer events follow the editorial calendar?

Answer: We would like a mix, but there are definite synergies for sponsorship and ad sales when calendars line up.

27. Question: Can Smithsonian provide a copy of the editorial calendar for the Magazine for the next 2 years (or as many months as are available)?

Answer: No. This information will, however, be provided to the winner of the RFP. And certain franchises repeat from year to year. An online survey of magazine content should make clear what the central franchises and content areas are.

28. Question: Is the Smithsonian open to the inclusion of title sponsors or other event partners in the design and creation of individual events, such as non-profits or associations? For example, if an architecture oriented program were identified, could American Institute of Architects be a title sponsor or an event partner or are we limited to included them as a general sponsor? Are there limitations on who can be involved as title sponsors or event partners given Smithsonian involvement?

Answer: We are open to title sponsors, but there are certainly limits. We would not, for example, take tobacco money, nor would we allow for sponsorship that appeared to compromise the Institution’s editorial independence, but we are open to input from partners. Please also refer to RFP Exhibit C (Key Contract Terms and Conditions), Paragraph 5 (Event Sponsorship).

29. Question: Are the limits on who can be targeted for sponsorships given Smithsonian involvement?

Answer: Please refer to the answer to Question #28 above.

30. Question: For SE’s newly proposed “Thought Leadership Program”:

o Regarding “sponsorship cultivation”, the intent for SE is to have the “live event company” secure:

� Title sponsor?

� Presenting sponsor?

� Host sponsor?

� All levels of sponsorship?

Answer: The live event company should be capable on its own or through partners of securing all levels of sponsorship. Please also refer to the answer to Question #28 above.

o Will SE provide any funding or set-aside budget for any portion of the costs associated with producing the “thought leadership” program?

� If yes, has a set aside budget been established; if yes, what is that budget?

� If no, is there any intent for SE to provide any funding towards the “thought leadership” program?

Answer: SE will not provide any funding for the program. We are already providing significant budget toward the thought leader program in the form of time from senior staff at Smithsonian magazine, who book and produce events currently. Many of the guests booked for these events are the talent featured in the magazine, which means magazine editors may need to take the lead on certain parts of the booking process. Going forward, the successful offeror would likely be included in early editorial conversations so collaboration will be required. No additional budget will be provided. We are seeking partners who believe in the opportunity enough that they will put some skin in the game as well.

o For the newly proposed “thought leadership” program, what is SE’s anticipated audience attendance? This will help determine venue suggestions for capacity.

Answer: Please refer to the answer to Question # 5 above. We are open to doing small “high dollar” events, or mass events. What we want is a path toward significant profitability. So we are looking to offerors to suggest the scale at which we should begin.

o The RFP states:

1. A sample timeline that includes all key elements necessary to achieve an approved live event offering by no later than October 2015

a. By “offering”, can you elaborate on SE expectations in relationship to what should be in place by October 2015?

b. Does SE have a target date set for their inaugural “thought leadership” program?

c. Does SE have a desired city, location, venue for their inaugural “thought leadership” program? If yes, please list.

Answer: There is no target date. There is no target city. We seek an executable business plan for the partnership by October 2015.

o Is there any anticipated support, guidance or collaboration with any government agency of the United States, or other countries?

Answer: We are always looking for opportunities to collaborate with Embassies and other government agencies. But there is no specific large collaboration planned at this time.

31. Question: For SE’s The American Ingenuity Awards:

o Is this a ticketed event open to the general public?

Answer: Not at present.

o Is there a “live event company” contracted for this event for 2015? If yes, can you ID?

Answer: No o Has a venue been selected for this event in 2015 and 2016? If yes, can you ID?

Answer: The 2015 event has already happened. No venue has been chosen yet for 2016, but there are ongoing conversations.

o What is the average audience in attendance size?

Answer: Right now we use a relatively small Smithsonian venue. Attendance is around 500.

o What percentage of the total overall costs of this event does SE fund?

Answer: Right now, we fund 100% on the front end, and recoup through sponsorship.

o What is the budget for production-(staging of the event)?

Answer: Please refer to the answer to Question #3 above.

o What is the budget for event logistics-(venue rental, F&B, marketing, print, security, event staff, etc. ...)?

Answer: Please refer to the answer to Question #3 above.

o Can you list successful attributes of “live event company” on past American Ingenuity Awards?

Answer: Smithsonian Enterprises has run this event in-house in prior years.

o Can you list improvements sought for upcoming American Ingenuity Awards?

Answer: Please refer to the answer to Question # 12 above.

32. Question: For SE’s The Future is Here Festival:

o Is this a ticketed event open to the general public?

Answer: Not at present.

o Is there a “live event company” contracted for this event for 2015? If yes, can you ID?

Answer: No o Has a venue been selected for this event in 2015 and 2016? If yes, can you ID?

Answer: 2015 event has happened. 2016 venue search has begun. But has not been finalized.

o What is the average audience in attendance size?

Answer: About 700 per day.

o What percentage of the total overall costs of this event does SE fund?

Answer: Right now, we fund 100% on the front end, and recoup through sponsorship.

o What is the budget for production-(staging of the event)?

Answer: Please refer to the answer to Question #3 above.

o What is the budget for event logistics-(permits, F&B, marketing, print, security, event staff, etc. …)?

Answer: Please refer to the answer to Question #3 above.

o Does this event happen in rain or shine? If inclement weather, have you ever had to cancel or reschedule?

Answer: It is an indoor event that happens rain or shine.

o Can you list successful attributes of “live event company” on past Future is Here Festivals?

Answer: Smithsonian Enterprises has run this event in-house in prior years.

o Can you list improvements sought for upcoming Future is Here Festivals?

Answer: Please refer to the answer to Question # 12 above.

33. Question: How can we access replies to all inquiries related to this RFP, and what is the target date for responses?

Answer: Please refer to Section III.B.2 (Questions) of the RFP. Questions having an impact on the RFP will be answered and issued to all interested companies via RFP amendment.

Except as specifically set forth herein, all terms and conditions of the RFP remain unchanged.

- END -