RFP_25-001_Cannabis_Consumer_Awareness_Survey.pdf

Date: May 27, 2026

REQUEST FOR PROPOSAL (RFP)

Secondary Method

RFP No.: 25-001 Title: Cannabis Consumer Awareness Survey Type of Contract: Consulting

NOTICE TO PROSPECTIVE PROPOSERS:

You are invited to review and respond to this Request for Proposal (RFP). In submission of your proposal, you must comply with the instructions and requirements found herein.

Note that all agreements entered into with the State of California will include by reference General Terms and Conditions that may be viewed at:

https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources- List-Folder/Standard-Contract-Language.

If you do not have Internet access, a hard copy can be provided by contacting the Acquisitions Office.

In the opinion of the California Department of Cannabis Control (DCC), this RFP is complete and without need of explanation. However, if you have questions or need any clarifying information, please contact the Acquisitions Office.

Please note that no verbal information given will be binding upon the State unless such information is issued in writing as an official addendum.

Questions regarding this RFP must be submitted via email to the Acquisitions Office at acquisitions@cannabis.ca.gov. Question submissions are due no later than June 10, 2026 at 4:00 PM PT. Questions submitted will be answered via an addendum to the solicitation.

Sincerely, Acquisitions Office Operations Branch Administrative Services Division acquisitions@cannabis.ca.gov https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language https://www.dgs.ca.gov/OLS/Resources/Page-Content/Office-of-Legal-Services-Resources-List-Folder/Standard-Contract-Language mailto:acquisitions@cannabis.ca.gov

Table of Contents

SECTION PAGE(S)

Key Action Dates 4 Submission of Proposal 4 Purpose and Description of Services 5-10

Service Overview 5 Background 5-6 Service Location 6 Service Hours 6 Progress Reports or Meetings 6 Contractor Services to be Performed 6-7 Scope of Work 7-10

Term of Contract 10 Option to Renew 10 Minimum Qualifications 10-11 Contractor Responsibilities 11-12

Deliverables 12 Review Protocols 13

Proposal Submittal Requirements 13-14 Proposal Requirements 14-15 Bid Requirements 15-16 Bidder Requirements 16 DCC Responsibilities 17 Appendix A: Consumer Audience 17-20 Appendix B: Cannabis Retail Sales Permissibility Map 20-21 Evaluation and Selection 22-23 Award and Protest 23-24 Disposition of Bids 24 Agreement Execution and Performance 24 Preference and Incentive Programs 24-26 California Disabled Veteran Business Enterprise (DVBE) Program Requirements 27-31

Required Documents 32

A - Cost Proposal Worksheet 33-35

B - CCC-4/2017 36-38

C - Disabled Veteran Business Enterprise Declarations, Std. 843 39-44 D - Bidder Declaration, GSPD-05-105 45-47

E - Commercially Useful Function 48-49 F - Postconsumer-Content Certification 50-51 G - Darfur Contracting Act Certification 52 H - California Civil Rights Laws Attachment 53 I - Payee Data Record, Std. 204 54-55

Sample Contract Package 56-67 Attachments

I – 2023 Survey Questions II – Permissibility Spreadsheet III – Real California Cannabis Campaign Overview IV – Real California Cannabis Campaign Final Report V – Work Authorization Form

Key Action Dates

All proposers are hereby advised of the following schedule and will be expected to adhere to the required dates and times.

RFP available to prospective bidders ................................................May 27, 2026 Written questions must be received by 4:00 PM PT .........................June 10, 2026 Questions and Answers will be posted by 5:00 PM PT ....................... July 8, 2026 Emailed proposals must be complete and received no later than 2:00 PM PT ................................................................... July 22, 2026 Estimated date of team evaluations ..................................... Week of July 29, 2026 Scoring ............................................................................. Week of August 5, 2026 Anticipated start date ................................................ Week of September 30, 2026

Partial submission of proposal is unacceptable.

Submission of Proposal

1. Proposals must be submitted via email to acquisitions@cannabis.ca.gov. The subject line of the email must read as follows: Proposal Number, Your Organization’s Name. All Proposal documents must be in PDF format. As the identified point of contact, please obtain acceptable e-signature(s) from your company’s authorized representative.

Acceptable forms of e-signature include:

a. Scanned “Wet” Signature: Print and sign document(s) in ink, then scan an electronic copy in PDF format.

b. “Typed” Signature: If the signature field of the document is editable (e.g., the signature feature in Adobe Acrobat), then a typed signature is acceptable.

2. Proposals will not be accepted from Expatriate Corporations, and proposals from primes subcontracting with Expatriate Corporations will not be accepted.

3. If the proposal is made under a fictitious name or business title, the actual legal name of the proposer must be provided.

4. All proposals shall include the documents identified on the checklist entitled “Required Documents” on page 32. Proposals not including the required documents shall be deemed non-responsive.

5. All proposals must be submitted for the performance of all the services described herein.

Any deviation from the work specifications will not be considered and will cause a proposal to be rejected.

6. Questions regarding this RFP must be submitted to the Acquisitions Office at acquistions@cannabis.ca.gov mailto:acquistions@cannabis.ca.gov

Purpose and Description of Services

Service Overview

The California Department of Cannabis Control (DCC) invites proposals from qualified proposers who are interested in providing consumer market research services to DCC.

The purpose of this solicitation is to select a single research contractor to conduct the multimodal research project referred to as the “Consumer Survey”. The Consumer Survey will measure adult use cannabis consumers’ knowledge of how to identify and access legal cannabis retail channels. The Consumer Survey will benefit DCC by providing a baseline to measure the effectiveness of DCC educational programs over time. The contractor shall review questions from the 2023 statewide survey conducted by a DCC sub-contractor, determine which questions (if any) should be readministered, and revise those questions as necessary for the Consumer Survey. Additional survey questions shall be developed to establish a baseline that identifies the demographic characteristics of California adult-use cannabis consumers and produces consumer audience categories that DCC can track over time. The Consumer Survey must be conducted for the 2026 and 2027 calendar years. The resulting information will help DCC understand the California adult-use cannabis consumer market, evaluate and improve its consumer education campaign strategies, and position itself as a primary source of cannabis information for consumers.

Background

The Department of Cannabis Control (DCC) was formally established in July 2021 following the signing of Assembly Bill 141 into law by Governor Gavin Newsom. This law consolidated three existing state cannabis programs into a single department for the purpose of regulating commercial cannabis activity. DCC licenses and regulates commercial cannabis activity within California and works closely with all interested parties, including businesses and local jurisdictions to create a sustainable legal cannabis industry and a safe and equitable marketplace. DCC develops and implements progressive cannabis policies with robust protections for public health, safety, and the environment.

The Public Affairs Division at DCC is responsible for developing communication, public engagement, and media relations strategy. To establish public trust in DCC’s work and the commercial cannabis industry, the Public Affairs team works closely with all DCC divisions to provide up to date and accurate information to California licensees, applicants, and consumers. The Public Affairs team is responsible for managing all statewide communications campaigns, including the Real California Cannabis (RCC) consumer education campaign. The results from the Consumer Surveys described herein will inform DCC’s policy and program development and RCC’s strategic planning and associated tactics.

Past Consumer Study

DCC’s campaign sub-contractor conducted a light consumer study in 2023 as a part of RCC’s formative research stage. The research study collected results from a population of roughly 1,475 participants throughout the state. DCC worked with its vendor to identify consumer segments and behaviors to develop an audience profile for RCC’s targeted marketing. The research revealed a concerning statistic: 62% of adults living in jurisdictions that prohibit cannabis sales believed it was legal to purchase cannabis in their community. An additional

23% of adults living in the same jurisdictions were unsure of the legality of purchasing cannabis in their jurisdiction.

The study also produced encouraging data, uncovering that 86% of polled consumers reported it is important to purchase cannabis legally. Furthermore, 88% stated that they would personally purchase cannabis from a licensed dispensary. This formative research led to the development of RCC’s branding and messaging strategy, which was applied in three advertising flights through multiple platforms and advertising channels.

Given the changes in local cannabis regulations and consumer market conditions since 2023, DCC now seeks to conduct a comprehensive Consumer Survey to establish a new, reliable baseline of consumer knowledge and behaviors. The resulting data will improve DCC’s understanding of how adult use cannabis consumers identify and access legal cannabis retail channels and the effectiveness of its educational campaigns.

Service Location

Services may be performed remotely from the Contractor’s central office location or other locations of the Contractor’s choosing.

The surveys shall be conducted remotely Statewide through the method(s) deemed most effective by the proposer.

Service Hours

DCC’s normal business hours are Monday through Friday, 8:00 a.m. to 5:00 p.m. (PT), excluding California state holidays. Any DCC staff work required in connection with the resulting Agreement shall be completed within normal business hours.

Progress Reports or Meetings

A. Contractor shall submit monthly progress reports to be discussed during monthly meetings with DCC Contract Manager. Progress reports shall be submitted to the DCC Contract Manager no later than 2 business days prior to scheduled monthly meetings. Progress reports shall confirm that the Contractor is performing in accordance with the scope of work and project schedule, communicate interim findings, and identify any difficulties or special problems encountered so that corrective actions can be developed quickly and implemented.

B. At the conclusion of this agreement, Contractor shall hold a final meeting at which Contractor shall present any findings, conclusions, and recommendations.

Contractor shall submit a comprehensive Final Report by the end of the term of the Agreement.

Contractor Services to be Performed

A Consumer Survey must be conducted each 2026 and 2027 calendar year. The objective of this survey is to develop clear audience profiles and consumer segments that DCC can track over time. These segments will help measure the effectiveness of DCC’s public education and consumer awareness efforts, including the Real California Cannabis campaign (see

Attachment III and Attachment IV). The resulting insights will enable DCC to refine outreach strategies, adjust messaging to specific consumer groups, and track changes in consumer knowledge and purchasing behavior over time. To accomplish this, the contractor shall initiate the 2026 Consumer Survey by determining which questions, if any, should be readministered and revise questions from the initial survey as necessary (see Attachment I). Contractor shall incorporate new questions that fully explore the Consumer Audience Study Topics (Appendix A) to develop consumer audience categories. Survey questions from the 2023 consumer study, combined with revised and newly developed questions for the 2026 Consumer Survey, will establish a 2026 baseline from which changes can be measured beginning with the 2027 Consumer Survey.

To expand its understanding of consumer behavior, DCC requires the development of consumer audience categories. More than half of California jurisdictions prohibit adult-use retail cannabis through both brick and mortar storefronts and delivery services, despite indications that over 30% of the state’s total population consumes cannabis. Illicit sales persist statewide, regardless of a jurisdiction’s prohibited retail sales status. Additionally, there is widespread consumer confusion surrounding hemp-derived intoxicating products. This confusion stems from unclear regulatory oversight, retailer search results that do not distinguish between licensed and unlicensed retailers, inconsistent retail availability outside licensed cannabis channels, and limited understanding of how these products differ from state-regulated cannabis in terms of testing, safety standards, and legal status. As a result, consumers are buying cannabis in environments where information about legal status and product safety is often unclear. DCC pursues an understanding of adult cannabis consumer purchase drivers and the effectiveness of educational cannabis advertising in jurisdictions that permit retail cannabis and those that prohibit it (see Appendix B).

Scope of Work

A) Provide a comprehensive timeline for the development and implementation of both 2026 and 2027 Consumer Surveys and final presentation of findings. Due to DCC Contract Manager 30 calendar days after contract initiation date.

B) Develop the 2026 and 2027 Consumer Survey questions that ensure the Consumer Audience Study Topics (Appendix A) will be fully explored through the Survey Design.

Questions shall be subject to review and acceptance by DCC in accordance with Review Protocol II as described in the Review Protocols section. Due to DCC Contract Manager 90 calendar days after contract initiation date.

1) Identify which survey questions from the initial 2023 Survey (see Attachment I) are recommended for reuse in the 2026 and 2027 Consumer Surveys.

2) Revise 2023 Survey questions as necessary to ensure they effectively meet the objectives of the 2026 and 2027 Consumer Surveys.

3) Review the California retail cannabis access landscape and identify regional populations to administer the surveys to ensure the sample is representative of consumers in both permissible and non-permissible adult-use retail jurisdiction types.

The survey design must, at a minimum, include consumer responses from five (5) jurisdictions that permit retail cannabis sales, and five (5) jurisdictions that prohibit retail cannabis sales. Selected jurisdictions should reflect a mix of urban, suburban, and rural populations, as appropriate to the proposed methodology, and may include multiple jurisdictions within each category.

C) Develop and create the Consumer Survey research design. Research design shall be subject to review and acceptance by DCC in accordance with Review Protocol II as described in the Review Protocols section. Due to DCC Contract Manager 120 calendar days after contract initiation date.

1) Contractor shall manage the Consumer Survey research design and methodology strictly following stated specifications to ensure it accurately captures a representative sample of California adult-use consumers (21 and older), demographically, behaviorally, and attitudinally.

2) The Consumer Survey must effectively measure adult-use consumer retail cannabis legality awareness where they live and DCC advertising awareness, and attitudes towards educational cannabis messaging.

3) Contractor will ensure California’s population demographics is being fully represented in the survey design.

4) Surveys must be administered in both English and Spanish through all methods of survey distribution.

5) Contractor will ensure fair and equitable survey practices are observed in the development and distribution of the survey.

D) Distribute the 2026 Consumer Survey remotely in calendar year 2026 no later than 150 calendar days after contract initiation date. The 2026 Consumer Survey shall complete data collection within 60 calendar days after its start date.

1) Contractor shall conduct all administrative duties for the survey distribution.

2) Contractor shall organize resulting data into meaningful groups and categories that are logical, clearly defined, and structured to support DCC’s analysis, interpretation, and practical use of the information for decision-making and reporting purposes. Contractor shall provide quality assurance and control of the survey distribution.

3) Contractor shall deliver survey results in a format specified and approved by DCC prior to submission.

E) Contractor shall produce a Consumer Audience Segments Report based on results from the Consumer Survey. The Contractor shall analyze survey results to develop meaningful consumer audience segments based on shared behaviors, attitudes, knowledge levels, and purchasing patterns. These segments should provide actionable insight into how different groups of consumers approach cannabis purchasing, interpret legality and regulatory information, and respond to various information sources. The Consumer Audience Segments Report shall be subject to review and acceptance by DCC in accordance with Review Protocol I as described in the Review Protocols section. Due to DCC Contract Manager 60 calendar days after the 2026 Consumer Survey data collection end date.

F) Contractor shall develop individual consumer segment analysis that identifies defining characteristics of each segment, including demographic attributes, purchasing behaviors, information sources, and levels of awareness regarding legal cannabis retail. Results shall be organized in a format that allows DCC to clearly understand and track consumer segments over time and apply these insights to future public education and outreach strategies. The consumer audience segment analysis shall be subject to review and acceptance by DCC in accordance with Review Protocol I as described in the Review

Protocols section. Due to DCC Contract Manager 60 calendar days after the 2026 Consumer Survey data collection end date.

G) Contractor shall establish baseline survey results that can be tracked and used for comparison and trend analysis in future years, beginning with the 2027 Consumer Survey.

H) Contractor shall develop a Year-end Report that includes all measurements, Consumer Audience Study Topic analyses, and analytical comparisons to meet the Consumer Audience objectives. Contractor is responsible for analyzing collected data and providing detailed findings, written summaries, and industry insights as requested by DCC. The Year-end Report shall be subject to review and acceptance by DCC in accordance with Review Protocol I as described in the Review Protocols section. Due to DCC Contract Manager 90 calendar days after the 2026 Consumer Survey data collection end date.

1) Reports can be provided in Microsoft PowerPoint, Word, or PDF format.

I) In addition to the written report, Contractor shall meet with DCC via video conference call after report delivery to present findings and answer questions, if requested. Contractor shall be available for a minimum of one hour per presentation.

J) Contractor shall modify the 2027 Consumer Survey, if requested by DCC, to address identified survey gaps. 2027 Consumer Survey modifications shall be subject to review and acceptance by DCC in accordance with Review Protocol II as described in the Review Protocols section. Due to DCC Contract Manager 60 calendar days prior to the distribution of the 2027 Consumer Survey.

1) Contractor shall review prior year survey results and design to ensure continued relevance, clarity, and effectiveness of data collection.

K) Distribute the 2027 Consumer Survey remotely in calendar year 2027. The 2027 Consumer

Survey shall complete data collection within 60 calendar days after its start date.

1) Contractor shall administer the calendar year 2027 Consumer Survey no less than 8 months after administering the 2026 Consumer Survey.

2) Contractor shall conduct all administrative duties for the survey distribution.

3) Contractor shall organize resulting data into meaningful groups and categories that are logical, clearly defined, and structured to support the DCC’s analysis, interpretation, and practical use of the information for decision-making and reporting purposes. Contractor shall provide quality assurance and control of the survey distribution.

4) Contractor shall deliver survey results in a format specified and approved by DCC prior to submission.

L) Contractor shall develop a Final Report that includes all measurements, Consumer Audience Study Topic analyses, analytical comparisons to meet the Consumer Audience objectives, and comparisons between the 2026 Consumer Survey and 2027 Consumer Survey results. Contractor is responsible for analyzing collected data and providing detailed findings, written summaries, and industry insights as requested by DCC. The Final Report shall be subject to review and acceptance by DCC in accordance with Review Protocol II as described in the Review Protocols section. Due to DCC Contract Manager 120 calendar days after the 2027 Consumer Survey data collection end date.

1) Reports can be provided in Microsoft PowerPoint, Word, or PDF format.

M) Contractor shall meet with DCC via video conference call after report delivery to present findings and answer questions, if requested. Contractor shall be available for a minimum of one hour per presentation.

Term of Contract

The term of this contract is September 30, 2026 or upon final/DGS approval, whichever is later, through June 30, 2028.

Option to Renew

DCC reserves the right to amend the resulting agreement for not more than one (1) year and add not more than thirty (30%) of the original value. Consistent with the terms and conditions of the original solicitation, and upon mutual consent, DCC and the Contractor may execute written amendments to this Agreement.

The resulting contract will be of no force or effect until it is signed by both parties and approved by DGS, if required. The Contractor is hereby advised not to commence performance until all approvals have been obtained. If performance commences before all approvals are obtained, said services may be considered to have been volunteered if all approvals are not obtained.

Minimum Qualifications

Examples provided under Sections (a) through (f) may reference the same project(s), where applicable, provided the Proposer clearly identifies the project(s) cited and expressly explains how the referenced work satisfies the distinct minimum qualification criteria set forth in each respective section. Reuse of project examples shall not, by itself, be deemed nonresponsive, so long as the response includes sufficient detail to demonstrate compliance with each separate requirement.

The proposer must demonstrate the experience, capacity, and technical expertise necessary to design, administer, analyze, and report on a statewide annual survey of cannabis consumers. At a minimum, the proposer shall meet the following qualifications:

a. Relevant Research Experience

i. At least five (5) years of demonstrated experience conducting quantitative and qualitative research, including large-scale public opinion surveys, behavioral studies, and consumer insights research. Provide 2 dated relevant examples.

ii. Proven experience designing and administering surveys for regulated industries, public agencies, or health and safety-related campaigns. Provide 2 dated relevant examples.

b. Cannabis or Similar Regulated-Market Expertise

i. Demonstrated familiarity with cannabis policy, consumer behavior, or similar regulated markets (e.g., alcohol, tobacco, pharmaceuticals). Provide 2 dated relevant examples.

ii. Prior work that shows understanding of issues related to legal vs. illicit market behavior, consumer purchasing habits, and public awareness campaigns.

Provide 2 dated relevant examples.

c. Methodological and Technical Capacity

i. Demonstrated capacity to conduct:

1. Online, phone, or mixed-mode survey methods. Provide 2 relevant, dated project examples demonstrating experience conducting this type of research.

2. Longitudinal or annual tracking studies. Provide 2 relevant, dated project examples demonstrating experience conducting this type of research.

3. Data weighting, segmentation, and trend analysis. Provide 2 relevant, dated project examples demonstrating experience conducting this type of research.

ii. Use of industry-standard tools for survey programming, data collection, and analytics. List the tools and software used in the 3 most recent surveys conducted by the respondent.

d. Data Privacy & Compliance

i. Experience managing research that involves sensitive or stigmatized behaviors, with established protocols for confidentiality, informed consent, and secure data handling. Provide 2 examples of confidentiality protocol documents used for past surveys.

ii. Compliance with state and federal privacy laws (e.g., CPRA/CCPA) and any standards required by the DCC. Provide 2 examples of compliance protocol documents used for past surveys.

e. Reporting & Deliverables

i. Demonstrated ability to produce clear, actionable reports including:

1. Executive summaries. List 2 past surveys requiring this report.

2. Year-over-year trend insights. List 2 past surveys requiring this report.

3. Recommendations for campaign improvements. List 2 past surveys requiring this report.

4. Data visualizations and cross-tabulated results. List 2 past surveys requiring this report.

ii. Experience presenting findings to executive-level audiences, government entities, or communications teams. Provide 2 dated relevant examples.

f. Project Management Capacity

i. Ability to manage multi-phase projects with fixed deadlines, including development of survey instruments, testing, data collection, analysis, and final reporting. Provide 2 dated relevant examples.

ii. Evidence of past performance delivering similar work on time and within budget.

Provide 2 dated relevant examples.

Contractor Responsibilities

A) Maintain open communications with DCC through monthly meetings with the DCC Contract Manager.

B) Hold ad-hoc meetings requested by either the DCC Contract Manager or Contractor.

C) Contractor shall acknowledge and respond to all communications from the DCC Contract

Manager, including emails and telephone calls, within one (1) business day.

D) Contractor shall provide full-service project management and planning for the Consumer Survey during the duration of the Agreement.

E) Supply all necessary software required to complete and analyze results. DCC does not require specific software, nor will it provide access to software needed for the completion of this contract.

F) Contractor shall meet with DCC via video conference call at which Contractor shall present findings, conclusions, and recommendations.

Deliverables

A) Submit Monthly Reports to DCC Contract Manager B) Review 2023 consumer study questions

1) List of 2023 consumer study questions for re-administration (if any)

2) List of 2023 revised consumer study questions (if any)

C) Development and list of additional Consumer Survey questions

1) Review California retail cannabis access landscape

2) Propose at least five (5) jurisdictions that permit retail cannabis sales for consumer response collection

3) Propose at least five (5) jurisdictions that prohibit retail cannabis sales for consumer response collection D) 2026 Consumer Survey Design

1) Survey distribution methodology

2) Survey data collection and analytical methodology

E) Project Timeline F) 2026 Consumer Survey implementation,

1) Monthly Fieldwork Updates

2) Survey Results

a. Organization of data

b. Categorization of data

c. Analysis of data

d. Categorize consumer segments

e. Establish baseline metrics

3) Year-end Report

4) Video Conference with DCC

G) 2027 Consumer Survey Implementation

1) Monthly Fieldwork Updates

2) Survey Results

a. Organization of data

b. Categorization of data

c. Analysis of data

H) Final Report I) Video Conference Presentation to DCC

Review Protocols

To facilitate timely review, feedback, and revision of project deliverables, the Contractor shall adhere to the review protocols described below. These protocols establish minimum submission and review timeframes to allow the DCC sufficient opportunity to evaluate materials and request revisions prior to implementation or final submission. The DCC reserves the right to modify review timelines as necessary with mutual agreement of the Contractor to accommodate project needs or scheduling constraints.

Review Protocol I – Standard Deliverables

Review Protocol I applies to routine or smaller deliverables, including but not limited to survey question revisions, survey reports, the Year-end report, and similar materials.

1. Contractor shall submit the deliverable to the DCC at least thirty (30) calendar days prior to the intended implementation or due date.

2. The DCC shall have fourteen (14) calendar days to review the submitted materials and provide comments or requested revisions.

3. Contractor shall have seven (7) calendar days to incorporate DCC feedback and resubmit the revised deliverable.

4. The remaining nineteen (19) calendar days shall serve as a buffer period to address any additional DCC comments, finalize revisions, and prepare the deliverable for implementation or submission.

Review Protocol II – Major Deliverables

Review Protocol II applies to major deliverables requiring comprehensive DCC review, including but not limited to complete calendar year 2026 Consumer Survey design, revision of the calendar year 2027 Consumer Survey design, if needed, or other foundational project components.

1. Contractor shall submit the deliverable to the DCC at least sixty (60) calendar days prior to the intended implementation or due date.

2. The DCC shall have thirty (30) calendar days to review the submitted materials and provide comments or requested revisions.

3. The following twenty-one (21) calendar days shall serve as a buffer period for additional DCC review, clarification, and feedback as necessary.

4. The final nine (9) calendar days shall be reserved for the Contractor to implement all final revisions and prepare the deliverable for implementation or submission.

Proposal Submittal Requirements

1. Proposals must be submitted for the performance of all the services described herein. Any deviation from the work specifications will not be considered and will cause a bid to be rejected.

2. A proposal may be disqualified if it is conditional or incomplete, or if it contains any alterations of form or other irregularities of any kind. At its discretion, the DCC may waive any immaterial deviations in a solicitation. The DCC’s waiver of immaterial defect shall in no way modify the RFP document or excuse the proposal from full compliance with all requirements if awarded the agreement.

3. Costs incurred for developing proposals in anticipation of award of the Agreement are entirely the responsibility of the proposer and shall not be charged to the State of California.

4. A proposer may modify a proposal after its submission by withdrawing its original proposal and resubmitting a new proposal prior to the submission deadline. Proposer modifications offered in any other manner, oral or written, will not be considered.

5. A proposer may withdraw its proposal by submitting a written withdrawal request to the DCC, signed by the proposer or an authorized agent of their firm. A proposer may thereafter submit a new proposal prior to the submission deadline. Proposals may not be withdrawn without cause subsequent to the submission deadline.

6. The DCC may modify this RFP prior to the date fixed for submission of proposals by posting an addendum to the original bid package on Cal eProcure.

7. The DCC reserves the right to reject all proposals. The CDFA is not required to award an Agreement.

8. Before submitting a response to this solicitation, proposers should review, correct all errors and confirm compliance with the RFP requirements.

9. Where applicable, proposer should carefully examine work sites and specifications. No additions or increases to the agreement amount will be made due to a lack of careful examination of work sites and specifications.

10. The DCC does not accept alternate contract language from a prospective contractor. A proposal with such language will be considered a counter proposal and will be rejected.

The State’s General Terms and Conditions are not negotiable.

Proposal Requirements

All proposals must be submitted in accordance with the outline indicated below. Submitting the proposal in this format assures you that the Evaluation Committee will not overlook important information contained in the proposal.

NOTE: Failure to provide the following information or an explanation as to why the information was not submitted could deem your proposal “technically non-compliant” and therefore, not considered for award.

1. Nature of firm’s services and activities. Provide a description of the nature of the firm’s services and activities. Note when the business was established, brief history and location.

2. Description. Overall description of techniques, approaches and methods to be used in performing the services.

3. Work Plan or Schedule. Each major task must indicate all necessary subtasks and identify specific total hours, commencement dates and completion dates by which progress can be measured and payments made.

4. Identification of Project Manager. Identify the Project Manager who will manage the contract work. Document a required minimum of five (5) years education and experience that this person has in the same area of expertise required by this RFP.

https://www.caleprocure.ca.gov/pages/Events-BS3/event-search.aspx

5. Resumes. Provide resumes for each individual, including the lead personnel and supporting personnel to be employed for this project. Include education, experience and expertise with pertinent information demonstrating qualifications for this RFP. Do not exceed two (2) pages per person.

6. Organization Chart. Submit an organization chart showing the hierarchy of key personnel to be working on this project. Chart must show the relationship between project manager and key personnel of the firm and all other parties (subcontractor[s]) to this proposal.

7. References. Prime contractor shall provide in its proposal a minimum of three (3) reference letters from firms for which services were performed by the prime contractor. Each letter must include name of firm, contact person, address, phone number, must be on the firm’s letterhead, and must include a description and assessment of services performed by the prime contractor. Services performed by the prime contractor shall be similar to the services requested in this RFP. Contractor should not provide reference letters from Department staff if those employees are anticipated to be on the Evaluation Team. DCC employees listed as references shall be recused from the evaluation process.

8. Subcontractors. When subcontractors are used, include the following:

A. identification of those persons or firms.

B. resumes of each major subcontract participant.

C. the portions and monetary percentages of the work to be done by the subcontractors.

D. how they were selected and why.

E. description of how subcontracted work will be controlled, monitored and evaluated.

9. Cost Proposal. Shall include a detailed breakdown showing how the costs were determined. A Cost Proposal must be submitted for each contract year and any Options to Renew. A proposal missing Costs Proposals for the term of the contract and any options will be deemed non-responsive. An Excel spreadsheet with the required format is provided as a separate attachment to this RFP.

10. Samples by Prime Proposer. Include samples of similar types of contracts on work performed that were successfully conclusive and list the contractor’s name, contact information, address, phone number, person to contact, term dates, and services performed. A minimum of three (3) samples of prior projects of a similar nature are required to be submitted.

11. The proposal must include all items as outlined above and the documents listed on the Required Documents page.

Bid Requirements

A. Proposals must be submitted for the performance of all the services described herein. Any deviation from the work specifications will not be considered and will cause a bid to be rejected.

B. A proposal may be rejected if it is conditional or incomplete, or if it contains any alterations of form or other irregularities of any kind. The State may reject any or all proposals and may waive any immaterial deviation in a solicitation. The State's waiver of immaterial defect shall in no way modify the RFP document or excuse the proposal from full compliance with all requirements if awarded the agreement.

C. Costs incurred for developing proposals in anticipation of award of the Agreement are entirely the responsibility of the proposer and shall not be charged to the State of California.

D. A proposer may modify a proposal after its submission by withdrawing its original proposal and resubmitting a new proposal prior to the submission deadline. Proposer modifications offered in any other manner, oral or written, will not be considered.

E. A proposer may withdraw its proposal by submitting a written withdrawal request to the State, signed by the proposer or an authorized agent of their firm. A proposer may thereafter submit a new proposal prior to the submission deadline. Proposals may not be withdrawn without cause subsequent to the submission deadline.

F. The awarding agency may modify this RFP prior to the date fixed for submission of proposals by the issuance of an addendum to all parties who received an original RFP package.

G. The awarding agency reserves the right to reject all proposals. The agency is not required to award an Agreement.

H. Before submitting a response to this solicitation, proposers should review, correct all errors and confirm compliance with the RFP requirements.

I. Where applicable, proposer should carefully examine work sites and specifications. No additions or increases to the agreement amount will be made due to a lack of careful examination of work sites and specifications.

J. The State does not accept alternate contract language from a prospective contractor. A proposal with such language will be considered a counter proposal and will be rejected.

The State’s General Terms and Conditions are not negotiable.

Bidder Requirements

The Contractor shall perform a commercially useful function relevant to this solicitation and provide services or goods that contribute to the fulfillment of the contract requirements.

To be considered responsive, the contractor/subcontractor:

A. Is responsible for the execution of a distinct element of the work of the contract.

B. Carries out the obligation by actually performing, managing or supervising the work involved.

C. Performs work that is normal for its business services and functions.

D. Is not further subcontracting a portion of the work that is greater than that expected to be subcontracted by normal industry practices.

E. Is responsible, with respect to products, inventories, materials, and supplies required for the contract, for negotiating price, determining quality and quantity, ordering, installing, if applicable, and making payment.

A contractor, subcontractor, or supplier will not be considered to perform a commercially useful function if the contractor’s, subcontractor’s, or supplier’s role is limited to that of any extra participation in a transaction, contract, or project through which funds are passed through solely to be qualified to submit a proposal or awarded the contract.

DCC Responsibilities

A) Provide the previous 2023 survey questions (see Attachment I).

B) Provide the overall objectives for the Consumer Audience portion of this contract (see

Appendix A).

C) Review the final survey design and make reasonable adjustments no later than 14 days prior to survey implementation.

D) Request adjustments for the 2027 Consumer Survey if needed, based on the results and insight gained from the 2026 Consumer Survey.

E) DCC Contract Manager will review and recommend adjustments before acceptance of the

Year-end and Final Report.

F) Provide substantiated feedback on deliverables submitted under the Review Protocols section.

Appendix A: Consumer Audience

DCC has identified the Consumer Audience Study Topics listed in this section as the minimum required areas of exploration for the survey. These topics are mandatory and must be addressed in the proposer’s survey design and methodology.

The purpose of this research is to establish a behavioral baseline of California adult-use cannabis consumers in order to inform data-driven education strategies that promote informed purchasing decisions, improve clarity regarding regulated products and retailers, and support public health and safety objectives. Adult-Use Consumer Definition (for purposes of the Real California Cannabis campaign and DCC outreach) includes individuals 21 years of age or older who purchase cannabis from licensed retailers, individuals who purchase from unlicensed sources, and individuals who purchase from both licensed and unlicensed sources.

Proposers may recommend additional Consumer Audience Study Topics if supported by research expertise, industry knowledge, or methodological best practices. Any proposed additions must strengthen DCC’s ability to measure consumer knowledge, attitudes, behaviors, or market dynamics. However, proposers may not remove, disregard, or materially narrow the scope of the required Consumer Audience Study Topics identified by DCC.

Consumer Audience Study Topics

1. Retail Discovery, Access, and Legality Awareness DCC seeks to understand how consumers locate and select cannabis retailers and how they ultimately complete their purchases. Retail Discovery, Access, and Legality Awareness should provide insight into where consumer confusion may occur and where educational tools can be most effective in teaching consumers how to shop legally.

Establishing this baseline supports DCC’s goals of helping consumers make informed purchasing decisions, and strengthens awareness of regulated, tested cannabis products without discouraging lawful adult use.

The Contractor shall establish a baseline understanding of:

1. Whether consumers understand that cannabis may be sold legally in California.

2. Their knowledge of whether cannabis retail sales is legally permitted where they live.

3. How important consumers think it is to shop from a licensed cannabis retailer.

4. How consumers search for cannabis retailers and delivery services (e.g., search engines, maps, apps, social media, referrals).

5. The factors that influence retailer or delivery selection when multiple options are presented (e.g., proximity, price, reviews, promotions, product availability, perceived legitimacy).

6. Consumer awareness of licensed versus unlicensed retail and delivery operations within their jurisdiction.

2. Product Legality & Category Understanding

DCC seeks to understand consumers’ awareness of the legal status of their purchases and their ability to distinguish licensed retailers from unlicensed sellers. Clear understanding of product categories supports informed consumer choice and helps reduce unintentional purchases of unregulated products. This includes identifying the drivers behind legal and illegal purchasing behavior, the types of products consumers purchase, and whether consumers understand the differences between regulated cannabis products and intoxicating hemp-derived products. The study should also assess whether consumers know how to identify licensed retailers and legally compliant products.

The Contractor shall assess:

1. Consumer understanding of the distinction between licensed cannabis products and intoxicating hemp-derived products

2. Awareness of where each product type may be lawfully sold.

3. Sources of information influencing consumer understanding (e.g., retailers, social media, advertising, packaging, peers, government resources).

4. Areas of uncertainty or misinformation regarding product regulation and oversight.

5. How consumers identify legal retailers.

6. Assumptions consumers make regarding the legality of businesses appearing in search results or operating storefronts.

3. Influence Drivers & Purchase Intent

DCC seeks to understand where consumers receive cannabis-related information and which sources they trust. This includes evaluating the relative influence of peers, cannabis businesses, media sources, and government messaging. Identifying key behavioral drivers allows DCC to design education strategies that resonate with consumer motivations rather than relying solely on compliance-based messaging.

Understanding intent and influence patterns helps align public education with real-world decision-making behaviors.

The Contractor shall evaluate:

1. Primary influences affecting where consumers choose to purchase cannabis (e.g., peers, budtenders, online reviews, influencers, convenience, habit).

2. Receptiveness to government-provided education, including messaging from DCC, and identifying which consumer segments are most likely to respond to public education efforts.

3. Consumer intentions regarding purchasing from licensed retailers.

4. Motivations for cannabis consumption (e.g., health and wellness, recreation, relaxation, sleep, creativity, social use).

5. The extent to which regulatory status factors into purchasing decisions.

4. Purchase Values & Trust Indicators

Understanding what consumers value most at the point of purchase enables DCC to better communicate the practical benefits of regulated cannabis. Emphasizing safety, transparency, and informed choice supports public health and consumer confidence in the legal marketplace

The Contractor shall examine:

1. Factors consumers prioritize when purchasing cannabis (e.g., quality, price, safety testing, consistency, desired effects, brand familiarity).

2. Trust indicators that increase confidence in a retailer or product.

3. The perceived value of regulatory safeguards such as product testing, labeling requirements, and transparency standards.

5. Marketing Program Effectiveness & Consumer Awareness Tracking

Measuring awareness and behavioral shifts allows DCC to assess whether its education efforts are improving consumer understanding of regulated cannabis and retail legality.

Establishing a baseline and tracking change over time supports data-driven decision-making, ensures responsible stewardship of public funds, and enables refinement of future outreach strategies to better serve California consumers.

The Contractor shall measure and evaluate the effectiveness of DCC marketing and consumer education initiatives, including but not limited to the Real California Cannabis campaign (See Attachment III and Attachment IV). Research shall include:

1. Baseline and follow-up measurement of adult-use consumer awareness of:

a. Cannabis retail and delivery legality within their jurisdiction.

b. The existence and purpose of DCC consumer education resources.

c. The availability and function of retailer search tools.

d. Consumer trust in online cannabis retail search results, including:

i. Assumptions regarding legality of businesses appearing in search engine or map results.

ii. Ability to distinguish between licensed and unlicensed retailers.

e. Self-reported exposure to DCC marketing efforts and perceived usefulness of campaign messaging.

2. The Contractor shall design the research to allow for year-over-year comparability and trend analysis, including repeatable survey instruments where appropriate.

Appendix B: Cannabis Retail Sales Permissibility Map

When Proposition 64 passed in 2016, it established California’s recreational cannabis market.

Prop. 64 included an “opt-in” clause requiring all cities and counties to opt into the specific types of cannabis activity they would allow in their jurisdiction. As a result, roughly 56% of California cities and counties still prohibit cannabis adult use retail sales.

Some cities and counties license one type of cannabis business, like cultivation, but still prohibit adult use retail sales. Local municipalities can also limit the number of retail businesses that can apply for a license. These restrictions contribute to a patchwork of permissibility, resulting in ‘legal cannabis deserts’ throughout the state.

Please also see Attachment II Permissibility Spreadsheet for a listed view of jurisdiction permissibility.

Evaluation and Selection

Stage 1: Proposal Evaluation

How will my proposal be evaluated?

The Evaluation Committee will award a Pass or Fail based on the following guidelines.

Pass/Fail The proposals will be evaluated by a consensus of the Evaluation Committee. All sections must receive a Pass within the evaluation rubric below to pass Stage 1: Proposal Evaluation.

A proposal will be considered to have failed Stage 1: Proposal Evaluation if any section within the evaluation rubric below receives a single Fail. Pass/Fail will be assigned in accordance with the following guidelines:

Grade General basis evaluation

Fail Proposal response (i.e., content and/or explanation offered) is inadequate or does not meet DCCs needs/requirements or expectations.

Pass Proposal response (i.e., content and/or explanation offered) meets or exceeds DCCs needs/requirements or expectations.

The Evaluation Committee will use the following criteria to score each…