Proposal Requirements

Instructions: The proposal must include the following information in the order listed. The document must be uploaded in one continuous PDF labeled as “Proposal Requirements.”

Only proposals that meet the minimum qualifications and adhere to these instructions will be considered for evaluation.

1. Table of Contents The table of contents must include a clear identification of the material by section and sub-sections and include the associated page number(s).

2. Cover Letter The offeror must submit a transmittal letter (maximum two pages) on the firm’s letterhead containing a brief description of the proposed firm. It must be signed by a representative of the offeror who is authorized to sign such material and to commit the offeror to the obligations contained in the offer. The letter must include the name, address, phone number, and e-mail address for the offeror’s contact, and must specify who would be the firm’s signatory to any contract documents executed with the City. The transmittal letter may include other information deemed relevant by the offeror.

3. Corporate Experience and Capacity (28%) This section must address the following points:

A. A narrative description of your firm’s current and previous experience managing performing arts facilities, including its experience in managing facilities or business entities owned or controlled by municipalities, public authorities or other governmental agencies, B. Provide a comprehensive listing of previous and current clients for whom you have provided similar services, C. Provide examples of your firm’s experience interacting with City Councils or similar public governing boards, D. Describe in detail your firm’s experience working with community support groups, affiliated foundations and volunteer committees, E. Identify any connections or relationships your firm has developed in the industry that will provide programming or corporate sponsorship opportunities, F. Provide a list of previous management contracts or agreements that were cancelled or not renewed and include an explanation of each termination, G. Provide copies of your firm’s audited financial statements for the past five (5) years, including disclosure sources of revenue and operating capital, any ratings by independent financial experts, information on any joint ventures or special projects and descriptions of any material changes that are anticipated in your business operations, such as mergers, acquisitions, or bankruptcies. *Note: In submitting your proposal, the firm agrees to the City of St. Petersburg conducting an independent credit evaluation of its firm, including obtaining current credit and D&B ratings on your firm.

H. The proposer must identify and provide detailed information for the individual who will serve as the Contract Administrator for this project. The selected individual must have a minimum of ten (10) years of experience in the management or operation of performing arts facilities.

a. At a minimum, the proposer must include:

i. Name, title, and role of the proposed Contract Administrator.

ii. Summary of qualifications, emphasizing experience relevant to performing arts facilities.

iii. Description of at least ten (10) years of professional experience specifically in the management or operation of performing arts venues.

iv. Past positions held, including organization names, dates of employment, responsibilities, and accomplishments.

v. Relevant certifications, training, or professional affiliations, if applicable.

vi. A brief description of the individual’s proposed responsibilities under this contract and how their experience supports successful contract performance.

vii. Resumé

4. Proposed Programming and Marketing Plan (23%)

A. Programming This sub-section must contain a detailed description of the methodologies your firm will utilize to develop and implement both a short and long-term programming strategy for the Mahaffey Theater complex, including the Center for the Arts Plaza, and include the following:

i. Your firm’s conceptual vision for programming at the Mahaffey Theater complex, including touring products, The Florida Orchestra, non-arts rentals and local performing arts projects. Consideration should be given to the city goals of programming diversity and development of programming niche that will create a branding identity that can be used for market and fundraising,

ii. Ideas for the use of the Plaza as a stand-alone venue or in conjunction with the Mahaffey Theater and/or adjoining property,

iii. A description of your firm’s approach to developing a written 5-year Strategic Programming Plan that is linked to Marketing and Financial Plans,

iv. The strategies your firm will utilize to increase the number and scope of use of the complex and generate earned revenue,

v. Your firm’s assessment of the current programming mix and quality of current programming.

B. Marketing and Promotion In this sub-section, the Offeror must provide a detailed narrative to describe its firm’s approach to marketing and promotion of the Duke Energy Center for the Arts (DECA), which includes the Mahaffey Theater, Center of the Arts Plaza (Plaza) and adjacent properties (Mahaffey Theater complex). This narrative should fully describe the methodologies your firm will utilize for the following:

i. Crafting a written five (5) year Strategic Marketing Plan, linking to a five-year Programming Plan and your ability to provide the plan within a four (4) month period from the effective date of the Management Agreement.

1. Provide an actual example of a Strategic Marketing Plan that you have developed for a client.

ii. Broadening promotional opportunities with media marketing departments, newspapers, journals, radio, television, and related media,

iii. Utilizing social media and other emerging tools to build marketing and promotional opportunities,

iv. Cultivating marketing and promotional opportunities through partnering with other cultural and entertainment entities; other Downtown entities such as the Chamber of Commerce, Downtown Partnership, USF St. Petersburg Campus, and St. Petersburg College; internet-based companies or private corporate sponsorships,

v. Developing marketing and promotional opportunities through partnering with other City Departments, as well as other City groups that provide and promote programs to enhance the quality of life in downtown St. Petersburg or with similar departments of the County, State, and other governmental, or not for profit, agencies. Specifically include the local and state agencies responsible for development of the arts, conventions, and travel tourism,

5. Proposed Management Plan (23%)

A. General This sub-section must contain a narrative of the strategies and general approach to management your firm would utilize for programming, marketing, and operations of the Duke Energy Center for the Arts (DECA), which includes the Mahaffey Theater, Center for the Arts Plaza (Plaza), and adjacent properties. The offeror must include the following:

i. An introductory overview of your firm’s corporate management philosophy, vision, strengths, and weaknesses,

ii. A synopsis regarding your corporate expertise, managerial, and staffing resources that detail the quality and depth of corporate resources that will be provided to enhance effectiveness of the on-site management team, maximize operations and financial results to benefits the Mahaffey Theater and to the City of St. Petersburg as the owner/client,

iii. A bio of the account manager and other personnel key to administering the agreement,

iv. A list of your firm’s ownership or management of a similar performing arts center within the designated market which might be competitive for programming, visitor traffic and visitor spending. This would include all sister or parent companies, subsidiaries, or partnerships of your firm,

v. An explanation of your firm’s approach to entering contracts for goods or services with companies which are subsidiaries, sister, or parent corporations, or entities,

vi. A description of your firm’s procedures for responding to the City’s inquiries and requests for information regarding management, marketing and operational issues related to the Mahaffey Theater,

vii. Methodologies and commitment of your firm in assisting the City in preparation of report materials related to City Council approvals of leases, licenses, budgets, promotional activities, public comment, Capital Improvement Projects (CIP), and related documents.

viii. A description of your firm’s procedures for establishing and administering specific standards in recruitment, training and supervision of all personnel, full-and part-time related to enthusiasm for guest relations. Offeror should include philosophy and plans for staff uniforms, grooming standards, employee recognition, and related personnel standards,

ix. Any active participation in industry associations and publications related to the performing arts.

1. Provide a listing of the related organizations/publications such as IAVM, APAP, IPAY, etc. Include information regarding the number of years of active membership or any recognition, achievements, or honors received.

B. Operations In this sub-section, Offeror must provide a detailed narrative to describe your firm’s approach to operations management of the Duke Energy Center for the Arts (DECA), which includes the Mahaffey Theater, Center of Arts Plaza (Plaza) and adjacent properties (Mahaffey Theater complex). This narrative should fully describe your firm’s approach to developing the following:

i. An operations and maintenance staff for the Mahaffey Theater complex,

ii. Recruitment, training programs, and supervision of all operations staff to ensure optimum quality standards will be achieved in programming, marketing and promotion, financial accountability, community relations, custodial, preventative maintenance, security, and other related operational functions,

iii. A Custodial Procedures Manual with detailed written custodial procedures, including frequency of cleaning by areas; methods, equipment, materials and supplies utilized for cleaning internal and external areas; procedures for cleaning various surfaces as glass, chrome, brushed aluminum, marble, concrete (sealed and not sealed), tile, linoleum, upholstery, walls and related surfaces; removal of gum, tar, grease and related substances,

iv. A Preventative Maintenance Procedures Manual with detailed written preventative maintenance procedures, including frequency of filter changes by type, size and location; replacement of belts; lubrication of necessary components, and related daily, weekly, monthly, annual, and periodic preventative maintenance tasks specific to the Mahaffey Theater facility and equipment,

v. A Security Procedures Manual with detailed written procedures for providing the public, clients, and staff with a safe and secure environment to visit or work in,

vi. A positive and cooperative relationship with all users of the Center, as a collective group and as individual businesses seeking advice and assistance for mutual success. Include specific ideas for generating user support of the Mahaffey Theater policies and procedures, special events and promotional activities, and related operational issues,

vii. A positive and cooperative relationship with the City of St. Petersburg, its Contract Administrator, and City departmental staff that interact with the Mahaffey Theater on a regular and ongoing basis, including Enterprise Facilities, Arts, Culture and Tourism, Economic and Workforce Development, Marking Parks and Recreation, Transportation, Engineering, Sanitation, Police Fire Rescue, Codes Compliance, Finance and related personnel.

C. Parking In this sub-section, the Offeror must provide a detailed plan that its firm will utilize in managing an efficient parking program for the Duke Energy Center for the Arts (DECA), which includes the Mahaffey Theater, Center for the Arts Plaza (Plaza) and adjacent properties (Mahaffey Theater complex). Your firm’s plan should include the following elements:

i. Utilization of the parking inventory currently available, with priority given to supporting Mahaffey Theater on-site parking requirements for related programming and secondary parking uses for offsite activities that will enhance facility revenues. The Mahaffey Theater complex has multiple surface lots and a three-deck parking garage on site,

ii. Valet parking, including an assessment of the value of having a valet service. If valet service to patrons is deemed important, describe how your firm would implement an effective, patron friendly valet service at little or no cost to the City,

iii. As previously mentioned, the Center includes both the Dali Museum and Center for the Arts Plaza. As part of the Center, these facilities impact parking requirements and present challenges to the parking operation. Describe how your firm would approach these challenges and the balancing of the Theater’s needs versus the needs of the other venues.

iv. Other transportation/parking concepts not currently in place that would provide easier access to the facility and stimulate visitor traffic to the Mahaffey Theater and the Center, in general.

D. Finance & Accounting The Mahaffey Theater’s fiscal year is October 1 – September 30. The preliminary budget is due February 15 for each following fiscal year and that budget, following City Council and public input, is adopted in mid-September. These dates may be adjusted by the Mayor of his designee.

The City also requires monthly financial closing and issuance of financial and operational statements. In this sub-section, the Offeror must provide a detailed description of your firm’s approach to establishing and implementing an effective finance and accounting program for The Mahaffey Theater complex (including Center for the Arts Plaza). Include a depiction of your firm’s approach to the following points:

i. Preparation of annual operating budgets to include a revenue model which reflects revenue from operations as well as other sources, including City subsidy funds. Accompanying this discussion, the Offeror should include its proforma income, expense and net operating income/loss statements (in detail for year 1, and in summary for years 2-5) showing how your firm expects to attain the financial performance required to substantiate its bids for annually increasing the revenues and reducing expenses for the Mahaffey Theater complex, reducing reliance on City subsidy support, by year five of the plan,

ii. Proposed interim reports recommended summarizing monthly/quarterly revenues and expenditures (including reconciliation of actual performance to budget) status of current and projected patron attendance, advertising, marketing, events (including self-promotions and rentals), affirmative action and any other statistical reporting which your firm considers relevant and important to the City.

iii. Primary financial and administrative controls which your firm plans to implement at the Mahaffey Theater complex. Include discussion on what steps your firm will take to ensure compliance with all applicable local, state and federal laws, statutes, guidelines, and related rules and regulations,

iv. Financial and administrative system and procedures that your firm proposes to implement at the Mahaffey Theater complex, with the understanding that all records are open and available to review and inspection by the City,

v. Controls, procedures, and policies your firm will implement to ensure the continued safeguarding of all fixed assets and supply inventories, including the acquisition, disposition, and transfer of assets. Include an example of your firm’s annual inventory inspection status report,

vi. Funding of disbursements to pay authorized expenses for operation and maintenance of the Mahaffey Theater complex,

vii. Development of a Finance and Administrative policy and procedures manual for the Mahaffey Theater complex, including the Center for the Arts Plaza. A detailed procedures manual, which will govern all Mahaffey Theater complex finance and administrative functions, must be approved by the City prior to commencement of the Management Agreement,

viii. Processing payroll, including filing of required payroll tax reports (i.e. use outside service or become part of existing corporate payroll process) with the consideration that the employees of the Mahaffey Theater complex will be employed by the successful offeror’s firm.

E. Staffing Plan In this sub-section, the Offeror must provide a narrative to describe its firm’s approach for developing and implementing a qualified, professionally trained, cost effective staffing plan for the management, programming, marketing, promotion, operations and services of the Mahaffey Theater complex, including the Center for the Arts Plaza. This description should include, but is not limited to, the following points:

i. Your firm’s staffing plan for the management, programming, marketing, promotion and operations of the Mahaffey Theater complex. Include full-time, part-time regular, part-time occasional, volunteers and related staff to be available on-site.

ii. Provide a proposed organizational chart, job description for each staff classification, qualifications for each position and a proposed salary range for each staff person to be employed at the Mahaffey Theater,

iii. Identify the corporate point person to serve as the primary contact for the City’s Contract Administrator,

iv. Provide professional bios for the primary contact and other key staff who will provide resource support to the on-site staff,

v. Corporate support that will be made available to ensure the success of the on-site staff and to reduce the ongoing salary expenses of the Mahaffey Theater complex operating budget.

1. Include such corporate support services as programming, marketing, promotion, budgeting, finance/accounting, payroll services, employee relations, staff training and development, risk management, purchasing, capital improvement project management, and related functions.

vi. Operational functions that may be subcontracted, with a narrative explanation supporting the decision to subcontractor those functions, including theater parking, valet parking, food and beverage, custodial, maintenance, and related functions,

vii. Your firm’s employee benefits program, including health/medical, life insurance, disability, retirement, 401k bonus, vacation/sick leave/holiday time, and related benefits,

viii. Your firm’s transition plan. Include your proposed timetable for a seamless transition, your approach to the evaluation of the current staff, and related transitional elements,

ix. Policies regarding equal employment opportunities for the full-time and part-time staff,

x. Plans for staffing for procurement of goods and services.

F. Capital Improvement Program

i. Your firm’s plan for creating and overseeing a five-year Capital Improvement Plan for funds appropriated through the City’s annual budget process.

ii. Your firm’s ability to fund capital improvements under the management agreement or separate agreement outlining specific financial parameters.

6. Fee Structure (20%) This section shall include the offeror’s proposed fee structure, including management fees, incentive fees, and revenue and expense sharing.

The current agreement includes a monthly management fee, a “top act” incentive fee, a cap on maintenance expenses and a sharing of a portion of naming rights revenue. The offeror may propose a similar or different fee structure.

i. Provide your proposed fee structure, including all regular fees, revenue and expense sharing.

ii. Provide an indication of your firm’s interest and financial capability to contribute to future Capital Improvement projects or acquisition of furniture, fixtures, and equipment to further enhance the Mahaffey Theater complex.

1. Explain how that contribution would be requested, authorized, and implemented.

iii. Provide an indication of your firm’s interest and financial capability to contribute to an event promotion fund that would be utilized to assist in funding self-promoted events at the Teather and/or to provide incentives to outside promoters.

1. Explain how that contribution would be requested, authorized, and implemented.

7. Is the firm a City of St. Petersburg certified SBE? (1%)

8. Is the firm a City of St. Petersburg certified MBE? (1%)

9. Is the firm a City of St. Petersburg certified WBE? (1%)

10. Are any of the proposed sub-contractors a City of St. Petersburg certified SBE?

(1%)

11. Are any of the proposed sub-contractors a City of St. Petersburg certified MBE?

12. Are any of the proposed sub-contractors a City of St. Petersburg certified WBE?

13. References Offeror must include a list of at least five (5) client references for whom you have provided similar services. At least one (1) of the references must be entities owned or controlled by municipalities or other governmental agencies and have knowledge of your financial history. Include the entity name, contact person, telephone number, and a brief overview of the services performed of each.