RFP Wheeler Graphic Design 2025.pdf

Request for Proposals

2025-273 Wheeler Graphic Design Consultant

Due Date: 2:00 PM, August 8th 2025

427 Rio Grande Place

Aspen, CO 81611 (970)920-5059

Aspen, CO | Official Website https://www.aspen.gov/

City of Aspen

REQUEST FOR PROPOSALS

Sealed proposals will be received by the City of Aspen Purchasing Department through the Bidnet Direct website, www.bidnetdirect.com, until 2:00p.m., August 8th, 2025, at which time the proposals will be opened and reviewed, for the following City of Aspen project:

2025-273 Wheeler Graphic Design Consultant

The project will include, but is not limited to: The Wheeler Opera House is seeking a graphic design agency/consultant to develop a cohesive brand concept and template package for the 2025/2026 season, including holiday programming and the Aspen Laugh Festival. The selected agency will collaborate with the in-house marketing team to create a compelling visual language through an engaging and flexible design system that defines and elevates the Wheeler’s identity—welcoming, refined, and vibrant. Deliverables will include adaptable templates for print and digital advertising, on-site signage, and collateral materials. This work will support our in-house execution of marketing campaigns and ensure brand consistency across all channels.

Complete proposal packages are available to download or from www.bidnetdirect.com Vendors must be registered to view the bid packages. There is no charge to register. Call 1-800-835-4603 if you need assistance registering.

To submit, an electronic copy of the Proposal as a PDF or Word file, must uploaded to the Bidnet Direct website, www.bidnetdirect.com. The file name must include the City’s project number and offeror’s name.

The City reserves the right to reject any or all Proposals or accept what is, in its judgment, the Proposal which is in the City's best interest. The City further reserves the right, in the best interests of the City, to accept a late submittal or to waive any technical defects or irregularities in any and all Proposals submitted.

Non-Discrimination Policy Any business that enters into a contract for goods or services with the City of Aspen or any of its boards, agencies, or departments shall:

(a) Implement an employment nondiscrimination policy prohibiting discrimination in hiring, discharging, promoting or demoting, matters of compensation, or any other employment-related decision or benefit on account of actual or perceived race, color, religion, national origin, gender, physical or mental disability, age, military status, sexual orientation, gender identity, gender expression, or marital or familial status.

(b) Not discriminate in the performance of the contract on account of actual or perceived race, color, religion, national origin, gender, physical or mental disability, age, military status, sexual orientation, gender identity, gender expression, or marital or familial status.

(c) Incorporate the foregoing provisions in all subcontracts hereunder.

http://www.bidnetdirect.com/

Diversity and Inclusion The City shall acquire its goods and services in a manner that integrates fiscal responsibility, social equity, women and minority business opportunity, and environmental stewardship.

Bidders should provide any additional information and or certifications describing the above.

Sustainability Considerations One of the City of Aspen’s values is stewardship, and the City has taken significant strides in embedding sustainable practices into our operations. In 2022, Aspen City Council set new greenhouse gas reduction goals (science-based targets) of 63% by 2030 and 2050. While not a requirement for this contract (unless otherwise stated in the scope of work or criteria list), the City encourages all vendors to share in their proposals how their products and services are supporting the City’s climate initiatives and goals. For more information on the City’s sustainability efforts and the Aspen Sustainability Action Plan, visit www.aspen.gov/climate.

Pursuant to the Colorado Open Records Act, C.R.S. Section 24-72-200.1 (CORA), any and all of the documents that are submitted to the City of Aspen may be deemed public records subject to examination and inspection by third parties. The City of Aspen reserves the right, at its sole discretion, to release for inspection or copying any document, plan, specification, proposal or other writing submitted pursuant to this request. Candidates should identify any portion of their proposals which they consider confidential.

By participating in the City’s procurement process, you are agreeing to the terms and conditions of the procurement process and the legal parameters of doing business with the City without change.

Discussion may be conducted with responsible Offerors who submit Proposals determined to be reasonably susceptible to be selected for award for purpose of clarification to assure full understanding of, and responsiveness to the solicitation requirements.

In addition to price, the criteria set forth in the Instruction to Offerors and any specific criteria listed below, may be considered in judging which Proposal is in the best interests of the City: Proposals will be evaluated based on experience, design aesthetic, and familiarity with the Wheeler brand.

Priority will be given to locally based firms with knowledge of the Roaring Fork Valley market.

Strong candidates will demonstrate an ability to create flexible, cohesive templates that align with the Wheeler’s welcoming, refined, and vibrant identity.

BY ORDER OF THE CITY OF ASPEN, COLORADO

Asal Vojdani, Purchasing http://www.aspen.gov/climate

Table of Contents

1.0 Introduction

1.1 Project Description and Background

1.2 Project Goals Objectives

2.0 RFP Process

2.1 Communication

2.2 Proposal Submission

2.3 Schedule

2.4 Selection Criteria

3.0 Scope of Work

4.0 Proposal Format

5.0 Legal

6.0 Exhibits

1.0 Introduction

The purpose of this Request for Proposals (RFP) is to solicit professional graphic design services and consultation to ideate and create a cohesive concept design that aligns with the existing Wheeler brand identity for Wheeler-presented programming, including festivals and holiday events. This project does not involve a full rebrand, but rather consultancy on brand definition with the development of a design suite and associated templates for use across print, digital, and collateral materials.

1.1 Project Description and Background

The Wheeler Opera House is a historic, 500-seat performing arts venue located in the heart of downtown Aspen, Colorado. Since 1889, the Wheeler has been a cultural cornerstone of the Roaring Fork Valley, presenting a dynamic mix of music, theater, comedy, film, and community events. Known for its intimate setting, world-class talent, and vibrant programming, the Wheeler continues to serve both local audiences and international visitors.

Over the years, the Wheeler has approached its marketing efforts through various models, incorporating both in-house and contracted support. Currently, the Wheeler’s marketing is led by a full-time Director of Marketing and a Marketing Coordinator who oversee and execute strategy, promotion, and audience engagement. With this RFP, the Wheeler seeks to engage a professional graphic design agency to complement its internal team by providing high-quality design services.

This engagement will focus on the development of a cohesive seasonal design concept that reflects the Wheeler’s existing brand identity—welcoming, refined, and vibrant. The selected agency will create a suite of easily updatable templates for use across print advertising, digital campaigns, on-site signage, and promotional collateral for Wheeler-presented performances, festivals, and series programming. This is not a rebranding effort, but rather a collaboration to extend and enhance the Wheeler’s visual presence for the 2025/2026 season.

1.2 Project Goals Objectives

The primary goal of this project is to develop a visually cohesive seasonal design concept that supports the promotion of the Wheeler Opera House’s 2025/2026 programming, including annual events, holiday offerings, festivals, and special series. This design work will build on the Wheeler’s established brand identity—welcoming, refined, and vibrant—while introducing fresh, adaptable visuals that can be implemented across a wide range of platforms.

A key objective is the creation of a flexible suite of design templates that can be easily updated in-house using Adobe InDesign, Photoshop, or Illustrator. These templates will be used across print advertising, digital campaigns, venue signage, and collateral such as posters, rack cards, mailers, and window vinyl. The design system should allow for brand consistency while offering the versatility to highlight the unique character of each event or initiative.

This project is not a rebranding effort, but a strategic collaboration intended to support the in-house marketing team in executing campaigns more efficiently and consistently. The selected agency will work closely with Wheeler staff to ensure that design assets are both visually compelling and functional. While all qualified proposals will be considered, priority will be given to agencies based in the Roaring Fork Valley who demonstrate a strong understanding of the local market and community context.

2.0 RFP Process

2.1 Communication

Questions must be posted on the Bidnet Direct website, www.bidnetdirect.com. Answers are posted online for all Offerors to review and consider. It is the Vendor’s responsibility to check the website for Q&As, addendums, and other important information.

Vendors may contact Procurement at procurement@aspen.gov or 720-589-4943 for questions regarding the procurement process or uploading proposals.

2.2 Proposal Submission

Electronic submission is to be uploaded on the Bidnet Direct website, www.bidnetdirect.com. The electronic submission must be compiled into a single pdf or Word document. The name of the document must contain the City project number and firm’s name.

The deadline for submitting responses to this RFP is 2:00pm, Friday, August 8th, 2025.

2.3 Schedule

The proposal, evaluation and selection schedule is as follows:

• Final Questions Due by 5:00PM on July 31st, 2025

• Proposal packages due by 2:00PM on August 8th, 2025

2.4 Selection Criteria

The criteria for selection shall include but may not be limited to the following:

Firm Experience: 25%

• Experience with similar arts & culture organizations projects

• Experience on other City of Aspen projects

Public Awareness: 25%

• Sensitivity to Community

• Public Involvement

• Sensitivity to the environment

Team Experience: 15%

• Team organization

• Team experience

• Familiarity with visual branding systems or visual language development.

Project understanding: 15%

• Understanding of Project Scope

• Perception of site opportunities

• Schedule/Approach of project

Reference Responses 10%

Costs: 10%

Diversity and Inclusion. Bidders should provide any additional information and or certifications describing the above.

mailto:procurement@aspen.gov

The City reserves the right to reject any or all Proposals or accept what is, in its judgment, the Proposal which is in the City's best interest. The City further reserves the right, in the best interests of the City, to accept a late submittal or to waive any technical defects or irregularities in any and all Proposals submitted.

Discussion may be conducted with responsible offerors who submit Proposals determined to be reasonably susceptible to be selected for award for purpose of clarification to assure full understanding of, and responsiveness to the solicitation requirements.

3.0 Scope of Work

The Wheeler Opera House is seeking graphic design services and consultation to create a cohesive seasonal design concept for the 2025/2026 season, including annual programming, festivals, and holiday events. This design work will align with the existing Wheeler brand identity and support all Wheeler-presented events across print, digital, and environmental media.

The selected agency will collaborate closely with the in-house marketing team to develop a visual system that is both vibrant and functional. This is not a rebranding effort, but rather the articulation and refinement of a cohesive visual language for the Wheeler, resulting in a flexible, brand-aligned design package that enhances consistency and efficiency in marketing execution.

Key deliverables will include:

• A seasonal concept design reflective of the Wheeler experience—welcoming, refined, and vibrant

• A suite of design templates (Adobe InDesign, Photoshop, and/or Illustrator) that can be easily updated by the in-house team

• Print advertising templates for local and seasonal campaigns

• Collateral templates, including posters (various sizes), rack cards, mailers, and flyers

• Digital ad templates for web and social media placements

• Templates for digital monitors and in-venue displays

• Window vinyl and other venue signage template designs

• Optional support for occasional updates, refinements, or troubleshooting during the season The final template package should be intuitive, adaptable, and allow for efficient, on-brand customization by Wheeler’s internal team throughout the season.

Optional Special Projects: From time to time, the Wheeler may request additional design services outside the original scope. These may include special initiatives, one-off campaigns, or new programming needs. Such work will be billed separately at an agreed-upon hourly rate and must be pre-approved in writing by the Wheeler’s marketing team.

4.0 Proposal Format

All proposals will follow the format as outlined below. Failure to do so may result in disqualification.

Section 1 Introduction Introduce firm and key staff who would be assigned to this project.

Include contact person name, phone number and email address for purposes of this procurement process.

Section 2 Qualifications and Experience

List firm’s previous experience with similar experience. Include the name, address and email for outside consultants who will be retained to work on this project with you.

Section 3 Approach to Project

Describe your approach to developing and maintaining a consistent visual language that reflects the Wheeler’s identity while allowing for seasonal and event-specific variation. Include a complete scope of work and schedule that includes special considerations for the project and any alternatives that can be identified. Include any other work to complete the design work, not specifically listed in this RFP that you feel necessary.

Section 4 References

Include a minimum of three references that include project name, year work on completed, contact name, phone number and email address.

Section 5 Fee Proposal and Schedule

Include estimated costs and project schedule The fee proposal should clearly outline all anticipated costs associated with the scope of work, including but not limited to:

• Initial concept development

• Template design and production (print, digital, signage)

• Revisions and rounds of feedback

• Optional support services (e.g., troubleshooting, updates)

• Hourly rates for additional or out-of-scope work

Please break down costs by deliverable and/or project phase. If applicable, include any fixed fees, hourly rates, or monthly retainer structures. Clearly indicate:

• Total estimated project cost

• Hourly rate(s) for additional services or special projects not included in the base scope

• Any anticipated expenses or reimbursables

• Payment schedule or milestones, if applicable

The project schedule should include key phases, deadlines, and review points. Proposers should identify their availability and capacity to meet the Wheeler’s seasonal marketing calendar.

Note: The City of Aspen reserves the right to negotiate final pricing and scope based on the selected proposal.

5.0 Legal

5.1 The City reserves the right to reject any or all Proposals or accept what is, in its judgment, the Proposal which is in the City's best interest. The City further reserves the right, in the best interests of the City, to accept a late submittal or to waive any technical defects or irregularities in any and all Proposals submitted.

5.2 Pursuant to the Colorado Open Records Act, C.R.S. Section 24-72-200.1 (CORA), any and all of the documents that are submitted to the City of Aspen may be deemed public records subject to examination and inspection by third parties. The City of Aspen reserves the right, at its sole discretion, to release for inspection or copying any document, plan, specification, proposal or other writing submitted pursuant to this request. Candidates should identify any portion of their proposals which they consider confidential.

5.3 In order to fully understand the legal parameters of the City’s procurement process and contractual requirements, Respondents must review Exhibit A Instructions for Offerors of Professional Services.

5.4 By participating in the City’s procurement process, you are agreeing to the terms and conditions of the procurement process and the legal parameters of doing business with the City without change.

6.0 Exhibits

The following files are attached for your use and reference as needed to properly respond to the RFP request:

• Exhibit A – Instructions to Bidders of Professional Services

• Exhibit B – Wheeler Style Guide & Logos https://www.dropbox.com/scl/fo/ppkyufxqiwhv1o9px1h04/ADXxtzo8Z7fSXHlqZV78hJI?rl key=1uboieqka80x9o8rndbju9esx&st=b7lkn1to&dl=0 https://www.dropbox.com/scl/fo/ppkyufxqiwhv1o9px1h04/ADXxtzo8Z7fSXHlqZV78hJI?rlkey=1uboieqka80x9o8rndbju9esx&st=b7lkn1to&dl=0 https://www.dropbox.com/scl/fo/ppkyufxqiwhv1o9px1h04/ADXxtzo8Z7fSXHlqZV78hJI?rlkey=1uboieqka80x9o8rndbju9esx&st=b7lkn1to&dl=0

6.0 Exhibits