Operation of Long Beach Airport Advertising Program | RFP - AP-26-740 | Template v3.14.25 | 1

City of

Long Beach Request for Proposals RFP - AP-26-740

Operation of Long Beach Airport Advertising

Program

Operation of Long Beach Airport Advertising Program |

RFP - AP-26-740 | Template v3.14.25 | 1

RFP - AP-26-740 | Template v3.14.25 | 2

Please read this entire document carefully as it contains important information essential to your proposal

Overview

Summary

The City is soliciting competitive proposals from interested and qualified firms for development and operation of a comprehensive, innovative, and creative Airport Advertising Program at Long Beach

Airport (Airport).

Key Dates

Release Date: September 3, 2026

Mandatory Information Session and Site Visit: 9:00

AM (PST), September 24, 2026

Questions Due to the City: 11:00 AM (PST), October 1, Proposals Due: 11:00 AM (PST), October 30, 2026

The City reserves the right to modify these dates at any time, with appropriate notice to prospective Contractors.

Proposal Information

Instructions for what to include in your proposal and how to submit it are detailed in Section 4.

Proposals must be submitted electronically via

LongBeachBuys.com.

This is a competitive process, and the City intends to award the opportunity based on the information submitted in the proposal that best meets the needs of the City.

Official Contact

William Reyes rfppurchasing@longbeach.gov mailto:rfppurchasing@longbeach.gov

RFP - AP-26-740 | Template v3.14.25 | 3

All communication with the City related to this RFP must be directed to the contact listed above.

Assistance & Resources For assistance using Long Beach Buys, please contact us directly

Customer Service Form rfppurchasing@longbeach.gov

(562) 570-6200

Additional support available for small businesses in Long Beach

BizCare

BizCare staff connect business owners and nonprofit leaders to important resources and information, such as grants, loans, technical assistance, information on City policies, and more.

562-570-4BIZ (4249)

4Biz@longbeach.gov

Request Assistance Form file:///C:/Users/casinoh/Downloads/longbeachbuys.com https://forms.office.com/Pages/ResponsePage.aspx?id=wxE_MWhCak-NO8fmUBg-eJhZqE0zY4JHucmtLMnWlxRUMzlJTVpROTNONUpZQ0tPMzVIQU5WQkk2Uy4u mailto:rfppurchasing@longbeach.gov https://longbeach.gov/economicdevelopment/business-development/bizcare-program/bizcare-request/ mailto:4Biz@longbeach.gov https://longbeach.gov/economicdevelopment/business-development/bizcare-program/bizcare-request/

RFP - AP-26-740 | Template v3.14.25 | 4

Contents

Assistance & Resources

1 The Opportunity

1.1 Project Summary

1.2 Background

1.3 Goals

1.4 Award Terms

2 Scope of Work

2.1 Description of Services

2.1.1 Development of Airport Advertising Program

2.1.2 Base Airport Advertising Program with Kiosk

Enhancement

2.1.3 Implementation of Airport Advertising Program

2.1.4 Operating and Maintaining Airport Advertising

Program

2.1.5 Requirements

2.1.6 Passenger Concourse Enhancement Project

2.1.7 Olympics 2028

2.1.8 Civil Rights Requirements

2.2 Performance Metrics & Contract Management

2.2.1 Performance Metrics

2.2.2 Contract Management

2.2.3 Contract Payment

3 How We Choose

3.1 Minimum Qualifications

3.2 Evaluation Criteria

RFP - AP-26-740 | Template v3.14.25 | 5

3.3 Local Preference

4 Proposal Instructions & Content

4.1 Timelines & Instructions

4.2 Proposal Content

4.3 Narrative Proposal Template

5 Terms & Conditions

5.1 Acronyms/Definitions

5.2 Solicitation Terms & Conditions

5.3 Contract Terms & Conditions

5.4 Additional Requirements

5.5 Protest Procedures

RFP - AP-26-740 | Template v3.14.25 | 6

1 The Opportunity

1.1 Project Summary

The City of Long Beach (City) is seeking competitive proposals from qualified firms for the development and operation of a comprehensive, innovative, and creative Airport

Advertising Program at Long Beach Airport (Program). Proposal submissions are limited to

60 pages, including all attachments but excluding Financial Stability documents.

1.2 Background

Advertising Background

Clear Channel Airports was awarded the current agreement for Airport advertising, which is set to expire on January 31, 2027. The Airport intends to award a new agreement as expeditiously as possible to avoid any disruption to service, particularly in advance of the

2028 Olympic Games.

The current advertising program consists of tension fabric displays and digital video displays in the baggage claim and concourse areas, as well as window wraps. A map of existing advertising displays is provided in Appendix A as a reference for current layouts and available spaces. The map is not exhaustive of all potential advertising locations at Long

Beach Airport.

Long Beach Airport Overview

Founded in 1923, Long Beach Airport (LGB or Airport) is the oldest municipal airport in

California. Strategically located adjacent to the I-405 freeway, LGB sits between Los Angeles and Orange County airports. The Airport spans 1,166 acres and features three runways, including one measuring 10,000 feet, capable of accommodating some of the largest aircraft in operation.

LGB provides non-stop service to multiple U.S. destinations and supports a robust general aviation community with more than 300,000 annual operations. The Airport is also a significant economic driver, with the LGB Aviation Complex generating approximately $9 billion in economic impact and supporting approximately 42,000 jobs.

The Airport is committed to preserving its historic legacy while maintaining safe, sustainable, and environmentally responsible operations. The table below reflects enplaned and deplaned passengers over the past five years.

2021 2022 2023 2024 2025 v3.14.25 | 7

Enplanements 1,053,744 1,625,163 1,868,245 2,068,742 1,906,221

Deplanements 1,050,952 1,617,668 1,871,062 2,079,338 1,911,759

Total 2,104,696 3,242,831 3,793,307 4,148,080 3,817,980

Southwest Airlines, Delta Air Lines, Alaska Airlines and Hawaiian Airlines provide commercial air service, collectively serving approximately 3.8 million passengers in 2025.

Southwest Airlines is the primary air carrier, holding 48 of the 58 daily flight slots. Airlines currently serve 25 nonstop destinations nationwide (Appendix B).

For more information, please visit the City’s website at http://www.longbeach.gov and the

Airport’s website at http://www.longbeach.gov/lgb

1.3 Goals

It is the goal of the Airport to develop and maintain a first-class advertising program. The

Awarded Contractor will:

• Optimize advertising revenues at the Airport.

• Preserve the Airport’s easygoing travel experience while enhancing its image and aesthetics.

• Utilize modern technologies to deliver advertising messages in creative and dynamic ways.

• Effectively and efficiently maximize the use of existing and potential advertising spaces.

1.4 Award Terms

This contract will be for a period of seven years with the option for the City to renew for three additional one-year periods. The total contract term will not exceed ten years.

2 Scope of Work

2.1 Description of Services

The Airport believes that the existing advertising locations are well-suited for the Program;

however, Proposers may include upgrades and additions to current advertising media and spaces in their submissions.

At a minimum, services required of the Awarded Contractor shall include, but are not limited to, the following:

http://www.longbeach.gov/ http://www.longbeach.gov/lgb v3.14.25 | 8

2.1.1 Development of Airport Advertising Program

The Awarded Contractor shall develop and implement the Airport Advertising Program approved by the Airport. The Contractor shall work with designated Airport staff to refine the proposed program until an Airport-approved Advertising Program is finalized and adopted for implementation. Ongoing updates and modifications to the program shall be coordinated with and approved by the Airport prior to implementation.

2.1.2 Base Airport Advertising Program with Kiosk Enhancement

Proposers shall submit both a Base Airport Advertising Program and a Base Airport

Advertising Program with Kiosk Enhancement. The Base Airport Advertising Program shall represent the Proposer’s recommended comprehensive Airport Advertising Program without the Kiosk Enhancement. The Base Airport Advertising Program with Kiosk

Enhancement shall represent the Proposer’s recommended Airport Advertising Program incorporating the proposed Kiosk Enhancement.

The City may elect to implement the Base Airport Advertising Program without the Kiosk

Enhancement or may elect to implement the Base Airport Advertising Program with Kiosk

Enhancement. The City is not obligated to implement any or all components of the proposed Kiosk Enhancement.

A. Base Airport Advertising Program

As part of the Base Airport Advertising Program, the Proposer shall:

1. Provide a comprehensive description of the proposed Airport Advertising Program, including recommended advertising locations, media types, formats, designs, media mix, and overall strategy.

2. Describe how the proposed program will maximize advertising opportunities and revenue while maintaining a high-quality passenger experience and alignment with the Airport’s brand, architecture, and aesthetics.

3. Describe the proposed build-out, transition, and implementation plan, including a proposed timeline and significant milestones.

4. Describe the proposed operations and maintenance approach, including maintenance, repair, replacement, response times, and equipment uptime.

5. Describe how the Proposer will accommodate Airport construction, operational changes, LA28 requirements (Section 2.1.7), and future modifications to advertising inventory.

v3.14.25 | 9

6. Identify the anticipated capital investment, operating costs, advertising inventory, Gross Advertising Revenue, proposed Minimum Annual Guarantee (MAG), revenue-share percentage, and projected Concession Fees associated with the Base Airport

Advertising Program.

B. Base Airport Advertising Program with Kiosk Enhancement

The Proposer shall describe its proposed Kiosk Enhancement to the Base Airport

Advertising Program through the incorporation of digital advertising kiosks. The Kiosk

Enhancement shall be integrated into the overall proposed Base Airport Advertising

Program and shall not be presented as a separate or competing advertising program. Each

Proposer shall submit a Digital Kiosk Enhancement demonstrating how digital kiosks could enhance the passenger experience, provide useful Airport and community information, create advertising opportunities, and contribute to the overall financial return to the

Airport.

Proposed kiosk locations may include, but are not limited to, the TSA screening exit, baggage claim, Meeters and Greeters Plaza, Historic Terminal area, and the main entrance/exit to Parking Structure B. All proposed kiosk locations shall be subject to review and approval by the Airport.

At a minimum, proposed kiosks shall include Airport maps and wayfinding and digital advertising. Proposer may incorporate additional passenger-facing functionality, including:

• Interactive touchscreen functionality;

• Flight information;

• Ground transportation information;

• Airport concessions, amenities, and services;

• Information regarding Long Beach attractions, hotels, restaurants, events, and businesses;

• Public service, emergency, and Airport-generated messaging;

• QR codes or other means of transferring information to passengers’ mobile devices;

and

• Other passenger-facing technology or functionality proposed by the Proposer and approved by the Airport.

As part of the Kiosk Enhancement, the Proposer shall:

v3.14.25 | 10

1. Describe the proposed capital investment associated with the Kiosk Enhancement, including design, fabrication, equipment, software, installation, electrical and data connections, permitting, and other implementation costs.

2. Provide a detailed description of the proposed kiosks, including the recommended number, locations, size, configuration, design, functionality, and integration into the

Base Airport Advertising Program.

3. Explain the rationale supporting the recommended number and locations of kiosks, including consideration of passenger volumes, dwell times, visibility, operational considerations, anticipated advertising demand, and other relevant factors.

4. Explain the anticipated impact of the Kiosk Enhancement on the overall Airport

Advertising Program, including capital investment, advertising inventory, Gross

Advertising Revenue, operating costs, proposed MAG, revenue-share percentage, and projected Concession Fees payable to the Airport.

5. Describe any changes to the Base Airport Advertising Program that would be necessary to incorporate the Kiosk Enhancement, including changes to the proposed advertising locations, media mix, operations, maintenance, or implementation schedule.

6. Identify the passenger-facing functions available at initial deployment and any functions proposed for future phases.

7. Describe the proposed Kiosk Enhancement implementation schedule, including any recommended phased deployment.

8. Describe anticipated operating, maintenance, repair, replacement, content management, connectivity, software, and technology refresh costs. Identify the anticipated useful life of the kiosk equipment and proposed technology replacement or refresh cycle.

9. Provide projected advertising revenue attributable to the Kiosk Enhancement and describe the assumptions supporting those projections.

2.1.3 Implementation of Airport Advertising Program

The Awarded Contractor shall propose a transition plan from the existing advertising services and fully implement the Airport-approved Advertising Program. The Airport’s goal is to ensure a seamless and timely transition.

The Contractor shall coordinate with designated Airport staff on the installation and setup of all new equipment and advertising media.

v3.14.25 | 11

2.1.4 Operating and Maintaining Airport Advertising Program

Following implementation, the Contractor shall operate and maintain the Airport

Advertising Program. Responsibilities include designing, procuring, installing, and managing all new or replacement equipment and media; soliciting and selling advertising;

and maximizing advertising effectiveness and revenue generation while preserving the

Airport’s image and customer experience.

2.1.5 Requirements

The Contractor shall obtain approval from designated Airport staff prior to posting any advertisements. The Contractor shall also display advertisements or public communications provided by the City and/or Airport within a reasonable portion of available advertising space or runtime.

The Contractor shall ensure all advertising content complies with all applicable City

Advertising Policies, guidelines, and restrictions, including City’s Policy on City Sponsorship, Corporate Recognition, and Advertising, adopted July 23, 1996, and Long Beach Municipal

Code § 16.55, which regulates the content and location of advertising on public property and facilities. These policies, along with any applicable amendments or new city policies, guidelines, or municipal codes, are to be strictly adhered to for all advertising content.

The Airport reserves the right to directly utilize advertising space in areas, media, or equipment not operated by the Awarded Contractor.

The Airport also reserves the right to add, remove, or modify assigned advertising spaces, media, or equipment. Changes in construction, facility improvements, or business operations may affect advertising availability. The Awarded Contractor shall implement changes as directed by the Airport.

All advertising spaces shall be located on Airport property and are subject to FAA and

Airport regulations. The Awarded Contractor shall be responsible for compliance with all applicable rules and for obtaining any necessary permits and approvals.

Pursuant to City’s Policy on City Sponsorship, Corporate Recognition, and Advertising, proposed rates must be comparable with private sector rates.

2.1.6 Passenger Concourse Enhancement Project

In April 2026, the Airport broke ground on a $37 million project to modernize the passenger concourse. (Appendix C). Planned enhancements include:

• Improved passenger circulation, including updated queuing and seating configurations

• Creation of an open-air garden area outside the north concourse

• Upgraded seating with electrical charging options v3.14.25 | 12

• Mechanical, electrical and plumbing upgrades, including replacement of air-conditioning components and updated restrooms

The project’s completion is anticipated in the summer of 2027. While this project is in progress, there will be temporary impacts to existing advertising space.

AREAS UNDER

CONSTRUCTION

DATES IMPACTED ADVERTISING

SPACE

SOUTH CONCOURSE

RESTROOMS

AUGUST 2026 –

NOVEMBER 2026

South wall wrap

GATES 3 AND 4 HOLD

ROOMS

OCTOBER 2026 –

DECEMBER 2026

Sail banners

GATES 5 AND 6 HOLD

ROOMS

DECEMBER 2026 –

JANUARY 2027

Sail banners

GATES 10 AND 11 HOLD

ROOMS

JANUARY 2027 –

MARCH 2027

Sail banners

GATES 7 AND 8 HOLD

ROOMS

MARCH 2027 –

MAY 2027

Sail banners

GATE 9 HOLD ROOM MAY 2027 –

JUNE 2027

Sail banners

2.1.7 Olympics 2028

Under Section 8 of the LA28 Games Agreement (Appendix D), the City of Long Beach grants the Los Angeles Organizing Committee for the Olympic and Paralympic Games 2028

(“OCOG” or “LA28”) a priority option to purchase up to 100% of qualifying City advertising space located within the applicable Games-related Clean Zones. This includes existing or later-acquired City-controlled out-of-home advertising units, such as static or digital billboards, street banners, posters, murals, street furniture, transit displays, and other advertising display units, subject to any existing third-party contract restrictions.

LA28 may exercise this option for all or part of the available advertising inventory, and for all or any portion of the Games Period. The option may be exercised by LA28 on behalf of itself or on behalf of the IOC, IPC, USOPC, USOPP, sponsors, retail partners, or other written designees.

The option exercise period begins June 30, 2025 and runs through July 1, 2027. LA28 must exercise the option by providing written notice to the City or the applicable media operator on or before July 1, 2027.

v3.14.25 | 13

If exercised, the advertising space must be made available during the Games Period, currently identified as June 30, 2028 through September 3, 2028. This period begins two weeks before the start of the 2028 Olympic Games and continues through one week after the conclusion of the 2028 Paralympic Games.

For LA28’s own branding use, exercised advertising space must be provided by the City free of charge. For advertising used by other authorized LA28-related parties, the applicable rate must be reasonable, customary, and competitive in the local market, calculated based on historical City or media-operator rates during the reference period, with the contractual annual adjustment.

The identified advertising locations at the Airport are the concourses and baggage claim.

2.1.8 Civil Rights Requirements

Contractor must adhere to the FAA Civil Rights Contract Provisions (Appendix E)

APPENDICES

Appendix A: Existing advertising spaces

Appendix B: Non-stop destinations

Appendix C: Passenger Concourse Project

Appendix D: Olympic Advertising Agreement

Appendix E: FAA Civil Rights Contract Provisions

2.2 Performance Metrics & Contract Management

2.2.1 Performance Metrics

The table below highlights the targets that will be tracked and reviewed collaboratively with the Awarded Contractor during the contract. This list is an indication of the performance metrics of interest to the City, and is not exhaustive or final. As a part of a response to this

RFP, Proposers may propose additional or alternative performance metrics to be tracked on a regular basis. The final set of performance metrics and frequency of collection will be negotiated by the successful Proposer and the City prior to the finalization of an agreement between parties, and may be adjusted over time as needed.

METRIC DESCRIPTION TARGET DATA SOURCE

v3.14.25 | 14

1. Revenue Gross Advertising

Revenue

Meet or exceed the applicable annual revenue target

Operator reporting

2. Advertising spaces

Advertising Space

Occupancy

Maintain an average annual occupancy rate of at least 90% of sellable advertising inventory

Operator reporting

3. Maintenance Maintenance of electronic advertising equipment and repair/replacement of physical advertising media

Maintain, repair, or replace equipment and media as necessary to maintain the appearance, functionality, and quality of the

Airport Advertising

Program

Airport observation

2.2.2 Contract Management

Communication and Management: The Awarded Contractor shall maintain consistent communication with the Airport regarding operational issues, proposed changes, and other matters related to the Airport Advertising Program.

Performance Reports: No later than the 15th day of each month of the contract period, the

Awarded Contractor shall submit to the Airport a report listing monthly Gross Advertising

Revenue and the fees due to the Airport for the previous month. The Awarded Contractor shall submit monthly reports on advertising activities detailing the revenues by activities and equipment, advertising clients, status of equipment, any services or work performed, and other information as requested by the Airport.

2.2.3 Contract Payment

The City seeks to enter into a non-exclusive concession agreement for the operation of the

Airport Advertising Program. Revenue shall be derived from commercial advertising and shared between the Contractor and the Airport in accordance with the terms of the

Agreement.

v3.14.25 | 15

The Contractor shall be responsible for all costs and liabilities associated with the development, implementation, operation, and maintenance of the proposed Airport

Advertising Program, except as otherwise expressly provided in the final Agreement.

Base Airport Advertising Program and Kiosk Enhancement

For purposes of proposal evaluation and establishing the financial terms of the Agreement, Proposers shall provide financial projections for both the Base Airport Advertising Program and the Base Airport Advertising Program with Kiosk Enhancement:

The Proposer shall clearly identify the financial assumptions associated with each scenario, At a minimum, the Proposer shall provide:

1. A proposed Minimum Annual Guarantee (MAG) payable to the Airport for the first full Contract Year.

2. A single proposed revenue-share percentage applicable to Gross Advertising

Revenue.

3. A multi-year projection of Gross Advertising Revenue for the Base Airport Advertising

Program.

4. A multi-year projection of Concession Fees payable to the Airport under the Base

Airport Advertising Program.

5. A multi-year projection of Gross Advertising Revenue and Concession Fees for the

Base Airport Advertising Program with Kiosk Enhancement.

6. The assumptions underlying the financial projections for each scenario, including capital investment, advertising inventory, Gross Advertising Revenue, operating and maintenance costs, MAG, revenue-share percentage, and projected Concession Fees, as applicable.

Minimum Annual Guarantee and Revenue Share

The proposed MAG shall be a fixed dollar amount applicable beginning with the first full

Contract Year and shall be binding upon the Proposer if selected for award.

During each Contract Year, the Contractor shall pay the Airport the greater of:

1. The applicable MAG; or

2. The applicable revenue-share amount calculated on Gross Advertising Revenue, unless otherwise provided in the final Agreement.

v3.14.25 | 16

The minimum revenue share payable to the Airport shall be fifty percent (50%) of Gross

Advertising Revenue. Proposers may offer a revenue-share percentage greater than fifty percent (50%); however, proposals offering less than fifty percent (50%) will not be considered. Any percentage greater than fifty percent (50%) offered by a Proposer shall be binding upon the Proposer if selected for award.

Proposers shall offer a single fixed revenue-share percentage. Stepped, tiered, or contingent revenue-share percentages will not be considered unless specifically authorized by the City.

Monthly Concession Fee payments shall be based on the greater of the applicable MAG payment or the revenue-share amount calculated on Gross Advertising Revenue and shall be submitted to Airport Accounting no later than the fifteenth (15th) day of the following month.

Financial Evaluation

The City will evaluate the overall projected financial return associated with the proposed

Airport Advertising Program and the credibility and reasonableness of the underlying financial assumptions. The City will not evaluate the proposed MAG, revenue-share percentage, Gross Advertising Revenue, or Kiosk Enhancement revenue in isolation.

The City may consider, among other factors:

• Demonstrated revenue performance at comparable airports;

• Historical revenue per enplanement;

• Proposed advertising inventory and media mix;

• Advertising rates and occupancy assumptions;

• Proposed capital investment;

• Projected operating and maintenance costs;

• Proposed MAG and revenue-share percentage;

• Projected Gross Advertising Revenue;

• Projected Concession Fees;

• Financial assumptions and projected financial performance of the Kiosk

Enhancement

The City may request additional information or supporting documentation regarding the assumptions underlying a Proposer's financial projections.

v3.14.25 | 17

The City reserves the right to accept, reject, defer, modify, or phase implementation of the

Kiosk Enhancement. The City may consider the Base Airport Advertising Program independently of the Kiosk Enhancement and may consider the financial and operational impact of the Kiosk Enhancement on the overall Airport Advertising Program.

3 How We Choose

3.1 Minimum Qualifications

• All Proposers must demonstrate experience operating at similar-sized airports.

• Each Proposer must be a recognized company, corporation, sole proprietary, limited liability company (LLC), or partnership, under the laws of the United States of

America, must be authorized to do business in the state of California and provide written proof thereof.

• Each Proposer must demonstrate it has adequate financial resources, including but not limited to the ability to provide the appropriate security deposit and insurance as required by the Agreement. The City reserves the right to question the information presented and require further information in support of the accuracy thereof. All such information submitted will be held confidential by the City to the extent permitted by the laws of the state of California. Franchisees of national firms must demonstrate they have the financial support of the national organization.

• By submitting a proposal, a Proposer certifies that neither it nor its principals are presently debarred or suspended by a Federal department or agency from participation in the Agreement.

3.2 Evaluation Criteria

Proposals shall be consistently evaluated based upon the following criteria:

CRITERIA Weight

1. Organizational Capacity & Experience

• Demonstrated advertising revenue performance at comparable airports, including Gross Advertising Revenue and revenue per enplanement

• Experience developing, operating, maintaining, and monetizing airport advertising programs

• Experience developing, operating, maintaining, and monetizing digital kiosk programs or similar digital advertising platforms

25% v3.14.25 | 18

• Experience working with local and national advertisers and digital and static media

• Customer service reputation and industry performance

• Availability, qualifications, and experience of key personnel

2. Method of Approach

• Overall quality, creativity, and feasibility of the proposed Base

Airport Advertising Program

• Proposed advertising locations, media types, designs, and media mix

• Ability to maximize advertising opportunities and revenue while maintaining a high-quality passenger experience and alignment with the Airport’s brand, architecture, and aesthetics.

• Overall quality, creativity, and feasibility of the proposed Kiosk

Enhancement.

• Proposed number, locations, size, configuration, design, functionality, and integration of digital kiosks into the Base

Airport Advertising Program

• Build-out, transition, and implementation plan, including proposed timeline and significant milestones

• Operations and maintenance approach, including equipment uptime, maintenance, repair and replacement, and response times

Ability to accommodate Airport construction, operational changes, LA28 requirements, and future modifications to advertising inventory

35%

3. Communications & Reporting

• Monthly financial and operational reporting

• Communication and account-management approach

Maintenance reporting and issue-resolution procedures

10%

4. Cost Proposal

• Proposed capital investment and implementation costs

• Projected Gross Advertising Revenue over the Contract term

• Proposed revenue-share percentage

• Proposed Minimum Annual Guarantee

• Projected total Concession Fees payable to the Airport

• Additional capital investment associated with the Kiosk

Enhancement

30% v3.14.25 | 19

• Additional operating, maintenance, technology, and other costs associated with the Kiosk Enhancement

• Projected advertising revenue attributable to the Kiosk

Enhancement

• Projected Concession Fees under the Base Airport Advertising

Program with Kiosk Enhancement

• Credibility and reasonableness of the overall financial projections and assumptions.

• Demonstrated ability to achieve projected revenue

Overall projected financial return to the Airport.

3.3 Local Preference

• The City shall apply five extra credit percentage points to all local businesses operating a home-based, residential business.

• The City shall apply ten extra credit percentage points to all local businesses operating a non-residential, commercial, brick-and-mortar business.

• Local business shall mean a business which maintains its principal place of business in a fixed office/place of business with the City of Long Beach, possesses a current

City of Long Beach business license and sellers permit if applicable.

• For a business to be eligible to claim preference, the business MUST request the preference in the solicitation response (see Attachment C) and provide a copy of its current business license and seller’s permit if applicable.

• The local preference does not apply to solicitations that are funded in full or in part by tidelands funds. The local preference may not apply to solicitations that are funded in full or in part by certain grant, federal or State of California funds.

4 Proposal Instructions & Content

4.1 Timelines & Instructions

MILESTONE

TIME

(PACIFIC) &

DATE LOCATION / ADDITIONAL INFORMATION

Release date September

3, 2026

Mandatory Info and

Site Visit Session

9:00 AM

(PST),

• Location: The Airport Information Center (AIC) located on the North side of the Airport campus next to Valet Parking:

v3.14.25 | 20

September

24, 2026

• 4135 East Donald Douglas Drive

Long Beach, CA 90806

• Parking is available in both parking Lot A or B.

Parking will be validated only for these Lots.

• An on-site mandatory meeting that will discuss the RFP requirements and address any questions and a walk-through of the site.

Questions due to the

City

11:00 AM

(PST),

October 1,

• Submit all inquiries via email to rfppurchasing@longbeach.gov

Posting of the Q&A October 9,

• Responses to the questions will be posted on

LongBeachBuys.com.

Proposals due 11:00 AM

(PST),

October 30,

• Proposals should be submitted electronically via LongBeachBuys.com.

• Late proposals, or proposals submitted through other channels will not be accepted.

• Proposers are responsible for submitting their proposals completely and on time.

o Proposers will receive an e-bid confirmation number with a time stamp from LongBeachBuys.com indicating that the proposal was submitted successfully.

The City will only receive proposals that were transmitted successfully.

o For technical support, email or call the

City during normal business hours at

LBPurchasing@longbeach.gov or (562)

570-6200.

Evaluation of

Narrative & Cost

Proposals

November

• An Evaluation Committee will review Narrative

& Cost Proposals to select the proposal that best meets the needs of the City.

• Evaluations will be conducted using a methodology derived from the evaluation criteria listed in Section 3.2.

Interviews November

• The City may interview none, one, some, or all

Proposers.

mailto:rfppurchasing@longbeach.gov file:///C:/Users/meid/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/X47PW9A6/LongBeachBuys.com file:///C:/Users/meid/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/X47PW9A6/LongBeachBuys.com file:///C:/Users/meid/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/X47PW9A6/LongBeachBuys.com mailto:LBPurchasing@longbeach.gov v3.14.25 | 21

Negotiation &

Contractor Selection

November

• Selected Contractor will be notified in writing.

• Any award is contingent upon the successful negotiation of final contract terms. If contract negotiations cannot be concluded successfully, the City reserves the right to negotiate a contract with another Contractor or withdraw the RFP.

• Negotiations shall be confidential and not subject to disclosure to Public Records Act requests unless and until the conclusion of contract negotiations.

Estimated Contract

Execution

January

Proposer Debrief After

Contractor is Selected

• Successful and unsuccessful Proposers may request phone call or an in-person meeting with the City to discuss the strengths and weaknesses of their proposal. The intent of the debrief is to provide the Proposer with constructive feedback to equip them with information to effectively meet the City’s needs and be successful in future proposals.

4.2 Proposal Content

Complete proposals will include the following. Proposers are encouraged to use this table as a checklist to ensure all components are included in their proposal. The entire proposal is limited to 60 pages including all attachments, but excluding Financial Stability documents.

Incomplete proposals will not be considered and will be deemed nonresponsive.

PROPOSAL

☐ Narrative

Proposal

The Narrative Proposal should provide a straightforward, concise delineation of capabilities to satisfy the RFP. Guidance on preparing a Narrative Proposal is detailed in Section 4.3.

☐ Cost Proposal The Cost Proposal shall provide financial projections for both the

Base Airport Advertising Program and the Base Airport

Advertising Program with Kiosk Enhancement:

Base Airport Advertising Program

• Proposed capital investment and implementation costs v3.14.25 | 22

• Projected Gross Advertising Revenue for each Contract

Year

• Proposed MAG for the first full Contract Year

• Proposed revenue-share percentage

• Projected annual and total Concession Fees payable to the

Airport

• Supporting assumptions for revenue, advertising rates, occupancy, media mix, passenger volumes, revenue per passenger or enplanement, and operating costs.

Base Airport Advertising Program with

Kiosk Enhancement

• Proposed capital investment and implementation costs

• Additional operating, maintenance, technology, and other costs

• Projected Gross Advertising Revenue for each Contract

Year

• Projected annual and total Concession Fees for the Base

Airport Advertising Program with Kiosk Enhancement payable to the Airport

• Supporting assumptions for projected kiosk revenue and costs.

• Separately identify the capital investment, operating and maintenance costs, advertising revenue, and other material financial assumptions attributable to the Kiosk

Enhancement.

PROPOSAL APPENDICES

☐ Financial

Stability

Proposers should include one or more of the following financial statements to provide the City with enough information to determine financial stability of the Proposer and subcontractor.

• Financial Statement or Annual Report

• Business tax return

• Statement of income and balance sheet

☐ Other Addenda

(if applicable)

Colored displays, promotional materials, and other collateral may be provided as an addendum clearly cited in the Narrative or Cost Proposal. Other Addenda is subject to the 60 page limit.

MANDATORY ATTACHMENTS | The following are included as Attachments in Long

Beach Buys. They must be signed by the individual legally authorized to bind the

Proposer.

v3.14.25 | 23

☐ A. Authorization & Certification

☐ B. Equal Benefits Ordinance (EBO) Form

☐ C. Local Preference Program

☐ D. Proof of registration with the California Department of Industrial Relations

Attachments Which May be Submitted Upon Award | Upon award, Awarded

Contractors will be required to submit the following. We encourage you to take note of these requirements, and where possible, include available information as part of your proposal to expedite processing.

☐ E. W-9

☐ F. Business License

☐ G. Proof of Registration with the California Secretary of State

☐ H. Certificates of Insurance

☐ Contact Information | Ensure your organization’s profile is up to date in Long Beach

Buys, including an email address, phone number, and for any classifications you may qualify for.

☐ Conformation of Attachments | Ensure you have checked ALL the attachments in

Long Beach Buys and have confirmed that all the required documents have been uploaded and labeled correctly.

4.3 Narrative Proposal Template

Proposers should develop a narrative proposal using the template below as a guide.

Proposers must address all requirements of Sections 2.1 and 2.2.

Organizational Capacity & Experience

PROPOSER CONTACT INFORMATION

Organization

Company Name

Company Address

Federal Tax ID Number

DIR Number

Website

Authorized

Representative

Name

Title

Email Address

Phone Number

Other Point of

Contact (if required)

Name

Title

Email Address v3.14.25 | 24

Phone Number

PROPOSER CAPACITY & EXPERIENCE

What type of enterprise is the organization?

☐ Non-Profit

☐ Sole Proprietorship

☐ General Partnership

☐ Corporation

State and Date of incorporation:

☐ Limited Liability Company

☐ Other _________________________________

Provide an overview of the Proposer’s organization, including the length of time the

Proposer has been providing airport advertising or comparable advertising services.

List all airports at which the Proposer currently operates advertising programs

For each of three comparably sized airports at which the Proposer currently operates an advertising program, provide the following information for each of the past three years:

• MAG

• Local/national mix of advertisers

• Digital/static mix of media

• Gross revenue

• Revenue per enplanement

• Airport contact information

Identify key personnel who will be responsible for the Airport account and describe their qualifications, experience, and proposed roles.

REFERENCES

Reference 1

Company

Project Manager

Phone Number

Project Description v3.14.25 | 25

Project Start and

End Dates

Reference 2

Company

Project Manager

Phone Number

Project Description

Reference 3

Company

Project Manager

Phone Number

Project Description

SUB-CONTRACTOR CONTACT INFORMATION

Does the proposal include subcontractors?

☐ Yes

☐ No

If applicable, provide the following for all subcontractors included in this proposal.

Organization Company Name

Company Address

Authorized

Representative

Name

Title

Email Address

Phone Number

Other Point of

Contact (if required)

Name

Title

Email Address

Phone Number

SUBCONTRACTOR CAPACITY & EXPERIENCE

What type of enterprise is the organization?

☐ Non-Profit

☐ Sole Proprietorship

☐ General Partnership

☐ Corporation v3.14.25 | 26

State and Date of incorporation:

☐ Limited Liability Company

☐ Other _________________________________

Which specific requirements of this RFP will the subcontractor perform?

Is the subcontractor registered with the

California Department of Industrial

Relations? If yes, provide registration number.

Please describe why the organization is qualified to provide the services described in this RFP (1-2 paragraphs).

Please describe the length of time the organization has been providing the services described in this RFP (1-3 sentences).

How many employees does the organization have nationally, locally, and residing in Long

Beach?

Where are the representative(s) that would service the City’s account located?

Please provide an overview of the key staff involved in the project and their roles

Method of Approach

1. Provide an overview of the proposed Base Airport Advertising Program, including proposed advertising locations, media types, designs, media mix, and overall strategy.

2. Describe how the proposed Base Airport Advertising Program will maximize advertising opportunities while maintaining a high-quality passenger experience and alignment with the Airport’s brand, architecture, and aesthetics

3. Describe the build-out, transition, and implementation plan for the proposed Base

Airport Advertising Program, including a proposed timeline and significant milestones v3.14.25 | 27

4. Summarize the proposed operations and maintenance approach, including equipment maintenance, repair and replacement of advertising media, response times, and equipment uptime.

5. Describe how the Proposer will accommodate Airport construction, operational changes, LA28 requirements, and future modifications to advertising inventory.

6. Provide a detailed description of the proposed Kiosk Enhancement, including the recommended number, locations, size, configuration, design, functionality, and integration into the Base Airport Advertising Program.

7. Describe the proposed kiosk implementation schedule, including any recommended phased deployment.

8. Identify the anticipated useful life of the kiosk equipment and proposed technology replacement or refresh cycle.

9. Explain how the Kiosk Enhancement would affect the overall advertising program, including risks, limitations, operational considerations, or other factors the Airport should consider.

10. Describe any changes to the Base Airport Advertising Program necessary to incorporate the Kiosk Enhancement.

Communications & Reporting

1. Provide a sample communication to Airport staff requesting approval of a proposed advertisement, including any information the Proposer would provide regarding the advertiser, advertisement, proposed location, duration, and other relevant details.

2. Provide a sample monthly financial and operational report demonstrating how the

Proposer would report advertising activities, revenues, advertising clients, equipment status, maintenance activities, and other relevant information.

v3.14.25 | 28

5 Terms & Conditions

5.1 Acronyms/Definitions

1. Airport Advertising Program: The comprehensive advertising program developed, implemented, operated, and maintained by the Contractor at Long Beach Airport, as approved by the Airport.

2. Awarded Contractor: The organization/individual that is awarded a contract with the

City of Long Beach, California for the services identified in this RFP.

3. Base Airport Advertising Program: The Proposer’s recommended comprehensive

Airport Advertising Program without the Kiosk Enhancement.

4. City: The City of Long Beach and any department or agency identified herein.

5. Concession Fees: The amounts payable by the Contractor to the Airport during each

Contract Year based on the greater of the applicable Minimum Annual Guarantee or the applicable revenue-share amount calculated on Gross Advertising Revenue, as specified in the Agreement.

6. Department / Division: City of Long Beach, Airport

7. Evaluation Committee: An independent committee comprised solely of representatives of the City and experts from other airports established to review proposals submitted in response to the RFP, evaluate the proposals, and select a

Contractor.

8. Gross Advertising Revenue: All gross revenue generated from the sale, licensing, or other monetization of advertising space, media, displays, kiosks, or other advertising opportunities within the Airport Advertising Program, before deduction of commissions, operating expenses, or other costs, unless otherwise provided in the

Agreement.

9. Kiosk Enhancement: The proposed incorporation of digital advertising kiosks into the

Base Airport Advertising Program, including the associated equipment, technology, functionality, installation, operation, maintenance, and related services.

10. May: Indicates something that is not mandatory but permissible

11. Proposer: Organization/individual submitting a proposal in response to this RFP.

12. RFP: Request for Proposals.

13. Shall / Must: Indicates a mandatory requirement. Failure to meet a mandatory requirement will result in the rejection of a proposal as non-responsive.

v3.14.25 | 29

14. Should: Indicates something that is recommended but not mandatory. If the

Proposer fails to provide recommended information, the City may, at its sole option, ask the Proposer to provide the information or evaluate the proposal without the information.

15. Subcontractor: Third party not directly employed by the Proposer who will provide services identified in this RFP.

16. FAA: Federal Aviation Administration

17. LGB: Long Beach Airport

5.2 Solicitation Terms & Conditions

1. The City reserves the right to alter, amend, or modify any provisions of this RFP, or to withdraw this RFP, at any time prior to the award of a contract pursuant hereto, if it is in the best interest of the City to do so.

2. The City reserves the right to request clarification of any proposal term from

Proposers.

3. The City may contact the references provided; contact any Proposer to clarify any response; contact any current users of a Proposer’s services; solicit information from any available source concerning any aspect of a proposal; and seek and review any other information deemed pertinent to the evaluation process.

4. The level and term of documentation required from the Proposer to satisfy the City will be commensurate with the size and complexity of the contract and Proposers should submit accordingly. If the information submitted by the Proposer, or available from other sources, is insufficient to satisfy the City as to the Proposer’s contractual responsibility, the City may request additional information from the Proposer or may deem the proposal non-responsive.

5. The City reserves the right to waive informalities and minor irregularities in proposals received.

6. The City reserves the right to reject any or all proposals received prior to contract award.

7. The City’s determination of the Proposer’s responsibility, for the purposes of this RFP, shall be final.

v3.14.25 | 30

8. Unless otherwise specified, the City prefers to award to a single Contractor but reserves the right to award contracts to multiple contractors.

9. The City shall not be obligated to accept the lowest priced proposal, but will make an award in the best interests of the City of Long Beach after all factors have been evaluated.

10. If the City receives a single responsive, responsible proposal, the City may request an extension of the proposal acceptance period and/or conduct a price or cost analysis on such proposal. The Proposer shall promptly provide all cost or pricing data, documentation and explanation requested by the City to assist such analysis. By conducting such analysis, the City shall not be obligated to accept the single proposal.

The City reserves the right to reject such proposal or any portion thereof.

11. Any irregularities or lack of clarity in the RFP should be brought to the Purchasing

Division designee’s attention as soon as possible so that corrective addenda may be furnished to Proposers.

12. Proposals must include any and all proposed terms and conditions, including, without limitation, written warranties, maintenance/service agreements, license agreements, lease purchase agreements and the Proposer’s standard contract language. The omission of these documents may render a proposal non-responsive.

13. Alterations, modifications or variations to a proposal may not be considered unless authorized by the RFP or by addendum or amendment.

14. Proposals which appear unrealistic in the terms of technical commitments, lack of technical competence, or are indicative of failure to comprehend the complexity and risk of this contract, may be rejected.

15. Proposals may be withdrawn by written notice received prior to the proposal opening time.

16. The price and amount of this proposal must have been arrived at independently and without consultation, communication, agreement or disclosure with or to any other

Contractor or prospective Contractor.

17. No attempt may be made at any time to induce any firm or person to refrain from submitting a proposal or to submit any intentionally high or noncompetitive proposal.

All proposals must be made in good faith and without collusion.

v3.14.25 | 31

18. Prices offered by Proposers in their proposals are an irrevocable offer for the term of the contract and any contract extensions. The Awarded Contractor agrees to provide the purchased services at the costs, rates and fees as set forth in their proposal in response to this RFP. No other costs, rates or fees shall be payable to the Awarded

Contractor for implementation of their proposal.

19. The City is not liable for any costs incurred by Proposers prior to entering into a formal contract. Costs of developing the proposals or any other such expenses incurred by the Proposer in responding to the RFP, are entirely the responsibility of the Proposer, and shall not be reimbursed in any manner by the City.

20. In the event a Proposer received assistance from City staff or a representative of the City (technical assistance provider), the City is not responsible for any mistakes, inaccuracies, delays, or any other impact that the assistance provided did to impact the Proposer’s final product. Available technical assistance support services are only intended to provide advice and does not constitute a basis for any protest to this contract opportunity. It is solely the Proposer’s responsibility to prepare and submit a response to the RFP.

21. Proposal will become public record after the conclusion of the negotiation process and before final approval by the awarding body unless the proposal or specific parts of the proposal can be shown to be exempt by law. Each Proposer may clearly label all or part of a proposal as "CONFIDENTIAL" provided that the Proposer thereby agrees to indemnify and defend the City for honoring such a designation.