Notice of Intent~48.pdf
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- Attached to
- The City is interested in identifying a firm to implement a Lifeguard Tower Advertisement Program.
- Solicitation number
- ED-25-593
- Issued by
- California
About this file
This is a Notice of Intent to Award and evaluation memorandum for Request for Proposals No. RFP ED-25-593 issued by the City of Long Beach for a Lifeguard Tower Advertisement Program. The RFP was released on May 20, 2025, with an extended deadline of July 8, 2025, and one responsive proposal was received. The contract involves implementing a lifeguard tower advertisement program, including advertising display design, installation, maintenance, and rotation of advertisements on public property in beach and coastal environments. An evaluation committee comprising representatives from the Department of Economic Development, Department of Community Development, and Fire Department assessed the single proposal against four weighted criteria: Organizational Capacity and Experience (35%), Project Plan/Method of Approach (25%), Advertising Display Design (15%), and Financial and Revenue Share Model (25%). The City of Long Beach issued the Notice of Intent to Award on October 9, 2025, with the award contingent upon execution of a purchase order and no work to commence without a signed purchase order.
Maxwell Interstate, LLC, of Cherry Hill, New Jersey, was selected as the intended awardee with a final evaluation score of 68 out of 100 possible points. The evaluation assessed the vendor's demonstrated experience managing advertising programs on public property, capacity to manage installation and maintenance in compliance with city and coastal regulations, ability to secure and manage advertisers while maintaining community-aligned content, project plan clarity and feasibility including timelines and deliverables, display design compatibility with lifeguard towers and infrastructure, safety and structural integrity protocols, and the proposed financial and revenue share model including revenue share percentage, minimum annual guarantee, and cost responsibility allocation. Contact information for questions regarding the award is provided by Keisha Sanker, Procurement Analyst I, at (562) 570-6895 or rfppurchasing@longbeach.gov.
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Text version
October 09, 2025
RE: NOTICE OF INTENT TO AWARD
REQUEST FOR PROPOSALS No. RFP ED-25-593
The City of Long Beach (City) has completed its evaluation of Request for Proposals (RFP) No. ED-25-593 for Lifeguard Tower Advertisement
Program. One responsive proposal was received and evaluated.
Based on the evaluation criteria stated in the RFP, and analysis of the response, it is the City’s intent to award the contract to:
• Maxwell Interstate, LLC, of Cherry Hill, NJ
Thank you for your participation in the procurement process. The City of Long Beach regards your firm as an important and valuable provider of goods and/or services. If I can answer any further questions, please feel free to contact me at (562) 570-6895 during normal business hours or by email at rfppurchasing@longbeach.gov.
Sincerely, Keisha Sanker Keisha Sanker, Procurement Analyst I
NOTE: This Notice of Intent to Award does not constitute an award.
The awarded vendor will receive a purchase order from the City of
Long Beach. Work shall not commence without a signed purchase order.
Financial Management Business Relations Bureau/Purchasing Division
411 West Ocean Blvd., Long Beach, CA 90802
(562) 570-6200 mailto:rfppurchasing@longbeach.gov
Memorandum
SUBJECT: RFP ED-25-593 Lifeguard Tower Advertisement Program
DATE: October 7, 2025
TO: Michelle Wilson, Purchasing Agent, Financial Management
FROM: Eric Romero, Waterfront Development Manager, Economic Development
A Request for Proposal (RFP) ED-25-593 was released on May 20, 2025, to identify a qualified firm capable of implementing a lifeguard tower advertisement program. One proposal was received in response to the RFP by the extended deadline of July 08, 2025.
The one proposal was reviewed to confirm compliance with the mandatory qualification requirements outlined in the RFP. An evaluation committee consisting of three representatives from the Department of Economic
Development, the Department of Community Development, and the Fire
Department then assessed the proposal based on the following criteria:
CRITERIA Weight
1. Organizational Capacity and Experience
• Demonstrated experience managing advertising programs on public property, especially in beach, coastal, or outdoor recreational environments.
• Capacity to manage installation, maintenance, and rotation of advertising displays in compliance with city and coastal regulations.
• Track record of securing and managing advertisers, including approach to generating revenue while maintaining appropriate and community-aligned content.
35%
2. Project Plan/Method of Approach
• Clarity and feasibility of the proposed project plan, including timeline, milestones, and key deliverables.
• Installation, maintenance, and removal plan for advertising displays, including frequency of updates and protocols for ensuring safety and aesthetics.
25%
• Approach to identifying and securing advertisers aligned with
City values, beach culture, and community standards.
3. Advertising Display Design
• Design compatibility with lifeguard towers and surrounding infrastructure, ensuring displays are aesthetically pleasing and integrated.
• Safety and structural integrity of display installations, ensuring no interference with lifeguard operations or public access.
15%
4. Financial and Revenue Share Model
• Proposed revenue share percentage or structure, including clarity, competitiveness, and benefit to the City.
• Minimum annual guarantee (MAG) or other guaranteed payments to the City, regardless of ad sales performance.
• Clarity of cost responsibilities, including which party covers ongoing maintenance, repairs, permitting fees, and removal at end of contract.
25%
After a thorough review and evaluation process, the evaluation committee selected Maxwell Interstate of Cherry Hill, NJ to implement a lifeguard tower advertisement program.
The final score for the Maxwell Interstate proposal is summarized below:
Vendor Name Score (out of possible
100)
Maxwell Interstate 68%
Approved by Purchasing:
Michelle Wilson, Purchasing Agent Date
10/8/25
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