Proposal_Requirements_-_v2.doc

DRAFT 11.05.2025

Proposal Requirements Format

To ensure consistency, proposals must conform to the following format:

Cover Letter

Table of Contents

Sections:

A. Corporate Experience and Capacity

B. Technical Proposal

B. Fee Structure

B. References

B. Acceptance of Conditions

B. Other

The following is what is expected in each of the sections listed above. The Section letter and heading should be in order and included in the offeror’s response.

Cover Letter

The cover letter must include a brief description of the proposing firm; a statement of the offeror’s understanding of the service to be provided; the offeror’s agreement to comply with the Florida Public Meeting and Florida Public Records laws as they relate to this service; the address of the office conducting the service, the names of the persons who will be authorized to make representations for the Offeror, their titles, addresses, telephone numbers and e-mail addresses. Additionally, the cover letter must be signed by an officer of the company.

Table of Contents

The table of contents must include a clear identification of the material by section and by page number.

Section A - Corporate Experience and Capacity

This section should contain a narrative description of your firm’s current and previous experience managing performing arts facilities, including your experience in managing facilities or business entities owned or controlled by municipalities, public authorities or other governmental agencies. Provide a comprehensive listing of previous and current clients for whom you have provided similar services. Include examples of your firm’s experience interacting with City Councils or similar public governing boards. Describe in detail your firm’s experience working with community support groups, affiliated foundations and volunteer committees. Identify any connections or relationships your firm has developed in the industry that will provide programming or corporate sponsorship opportunities. Provide a list of any previous management contracts or agreements that were canceled or not renewed, giving explanation of each termination.

Also include copies of your firm’s audited financial statements for the past five years, including disclosure of sources of revenue and operating capital, any ratings by independent financial experts, information on any joint ventures or special projects and description of any material changes that are anticipated in your business operations, such as mergers, acquisitions, or bankruptcies. Note: In submitting your proposal, you agree to the City of St. Petersburg to conducting an independent credit evaluation of your firm, including obtaining current credit and D&B ratings on your firm. “Questionnaire” must also be completed and included in this section.

Section B - Technical Proposal

General

This 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. Provide an introductory overview of your firm’s corporate management philosophy, vision, strengths and weaknesses. Provide a synopsis regarding your corporate expertise and managerial and staffing resources that details the quality and depth of corporate resources that will be provided to enhance effectiveness of the on-site management team, maximize operational and financial results to benefit the Mahaffey Theater and to the City of St. Petersburg as the owner/client. Include a bio of the account manager and other personnel key to administering this agreement.

This section should also include the following information:

1. 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.

2. 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.

3. 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.

4. 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. It is expected that the successful Offeror will attend all City Council meetings that require information or Council action regarding Mahaffey Theater related business issues.

Programming Provide 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, which includes the following:

5. 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 a programming niche that will create a branding identity that can be used for marketing and fundraising.

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

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

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

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

Marketing & Promotion Provide a detailed narrative to describe your firm’s approach to marketing and promotion of 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). This narrative should fully describe the methodologies your firm will utilize for the following:

10. Crafting a written 5-year Strategic Marketing Plan, linked to a 5-year Programming Plan and your ability to provide the plan within a four (4) month period from the effective date of the Management Agreement. Provide an actual example of a Strategic Marketing Plan you have developed for a client.

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

12. Utilizing the internet to build marketing and promotional opportunities.

13. 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.

14. 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, travel and tourism.

15. Designing and maintaining a quality maintenance training program as a key component of the marketing program to ensure the Mahaffey Theater, Center for the Arts Plaza and adjoining property is in consistent visitor ready condition; clean, safe and operable at all times.

16. Establishing and administering specific standards in recruitment, training and supervision of all personnel, full- and part-time related to enthusiasm for guest relations. Include your philosophy and plans for staff uniforms, grooming standards, employee recognition and related personnel standards.

17. Continuance of active participation in industry associations and publications related to the performing arts. Please provide a listing of the related organizations/publications such as IAAM, APAP, etc. Include information regarding the number of years of active membership or any recognition, achievements or honors received.

Operations 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 for the Arts Plaza (Plaza) and adjacent properties (Mahaffey Theater complex). This narrative should fully describe your firm’s approach to developing the following:

18. An operations and maintenance staff for the Mahaffey Theater complex.

19. 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.

20. 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 such 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.

21. 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.

22. 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.

23. 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.

24. 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, Marketing, Community Enrichment, Transportation, Engineering, Sanitation, Police, Fire, Codes Compliance, Finance, and related personnel.

Parking Provide a detailed plan your firm would utilize in managing an efficient parking program for 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:

25. 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.

26. 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.

27. Operating the Mahaffey Theater’s monthly pay parking program to increase revenues and decrease expenses while maintaining a high level of patron convenience and satisfaction.

28. As previously mentioned, the Center will include 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.

29. 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.

Finance & Accounting 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). 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 or his designee.) The City also requires monthly financial closing and issuance of financial and operational statements. Include a depiction of your firm’s approach to the following points:

30. Preparation of annual operating budgets to include a revenue model which reflects revenue from operations as well as from other sources, including City subsidy funds. Accompanying this discussion, respondent 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.

31. 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.

32. 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.

33. 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.

34. 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.

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

36. 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.

37. 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.

Staffing Plan Provide a narrative to describe your 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 not be limited to, the following points:

38. 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. 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.

39. Identify the corporate point person to serve as the primary contact for the City’s Contract Administrator. Provide professional bios for the primary contact and other key staff who will provide resource support to the on-site staff.

40. 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. 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.

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

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

43. 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.

44. Policies regarding equal employment opportunities for full-time and part-time staff.

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

Capital Improvement Program Provide a narrative to describe your firm’s approach to developing and implementing a five-year Capital Improvement Program (CIP). Details should include, but not be limited to, the following points:

46. Your firm’s expertise and experience in developing recommended capital improvement plans for a performing arts center similar to the Mahaffey Theater. The City will continue to fund CIP monies in future years to maintain the recent renovations and facility improvements, ensuring continuation of quality experience for its Patrons.

47. Your firm’s expertise and experience in preparing the written justification for City review of recommended CIP needs and reporting these needs orally to City Council and/or public meetings to successfully obtain their approval.

48. Your firm’s expertise and experience in supervising and monitoring capital improvement projects, including cost control, quality control, critical work path charts, value engineering, weekly progress meetings, and related elements essential to bringing a project to completion on time and within budget.

Section C - Fee Structure This section shall include the management fee with emphasis placed on “earned incentives” from new or increased revenue sources and a reduction of the City funded subsidy. Provide your firm’s management fee proposal for the five-year period which establishes profit/loss benchmark goals. Explain what type/level of incentives your firm proposes to receive if subsidy goals are met or exceeded. Also, explain how your firm will share in the incremental increase in the required subsidy, if those subsidy goals are not met.

Provide an indication of your firm’s interest and financial capability to contribute to future Capital Improvement projects or acquisition of Furniture, Fixtures & Equipment to further enhance the Mahaffey Theater complex. Explain how that contribution would be requested, authorized and implemented.

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 Theater and/or to or provide incentives to outside promoters. Explain how that contribution would be requested, authorized and implemented.

Section D - Client References This section should include a list of at least five clients for whom you have provided similar services. At least two 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 for each.

Section E - Acceptance of Conditions The terms and conditions stated in this RFP will constitute the written Agreement between the City and the successful Offeror. The Agreement will be prepared by the City, signed by the Contractor and presented for the necessary City approvals and signatures. Terms and conditions may be deleted or added by mutual agreement during negotiations and incorporated in the Agreement. In this section, indicate what, if any, exceptions would be taken to the terms and conditions stated in this RFP if proposer is selected. If no exceptions are noted, it will be understood that the proposer agrees to all provisions.

Section F - Other In this section include any other information not previously requested that you believe is pertinent in the evaluation of your firm’s capability to provide the services specified. Also include information regarding any additional and/or value-added services your firm can offer that would be advantageous and provide a competitive advantage to the City.

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