THIS PROCUREMENT IS EXEMPT FROM THE COLORADO PROCUREMENT CODE (§ 24-101-101, et seq., through 24- 12-101, C.R.S.)

Request for Proposals

RFP,BSFA,2027-0029

Colorado State Fair Marketing Services

THIS PROCUREMENT IS EXEMPT FROM THE COLORADO

PROCUREMENT CODE (§ 24-101-101, et seq., through 24-12-

101, C.R.S.)

RFP Summary Sheet

The information found in this summary sheet is for reference purposes only. Vendors or other interested parties are cautioned to review the solicitation, including any later amendments, in its entirety and contact the listed Point of Contact with any questions.

1. Point of Contact: Kathy Chang, kathy.chang@state.co.us

2. Important Dates (Estimated):

A. Publication Date- September 14, 2026

B. Deadline for Questions- September 22, 2026 at 12:00pm (noon)

C. Proposal Submission Deadline- October 16, 2026 at 10:00am

3. Overview and Goals:

A. THIS PROCUREMENT IS EXEMPT FROM THE COLORADO PROCUREMENT CODE (§ 24-

101-101, et seq., through 24-12-101, C.R.S.)

B. The Colorado State Fair Authority (Authority or State) is looking for a collaborative partner that has a thorough understanding of Colorado and the event industry.

While specific goals will change every year, overall marketing objectives include branding the annual Colorado State Fair and Industrial Exposition (Colorado State

Fair) as a family-oriented event, increasing exposure and reach throughout

Colorado and the region and supporting the Authority’s mission and ends.

C. Pricing: The total amount spent on placed media in 2025 was approximately

$300,000. Offerors' cost proposal should reflect a comparable level of media investment or less.

4. Qualifications and Requirements:

A. Event marketing experience preferred.

B. Office location within the State of Colorado is preferred.

C. Full-service marketing agencies are strongly preferred.

mailto:kathy.chang@state.co.us

5. Requested Proposal Format: Additional Information found in Section 5

6. Proposal Submission Instructions: Section I of Appendix A

A. Responses must be submitted through box.com.

https://colorado.app.box.com/f/d55dd53271734a59ac976f6ce20ea878 Emailed proposals not accepted.

i. Offerors should submit one zip folder that contains all required proposal submission documents. Individual attachments are acceptable if they are clearly labeled.

ii. The zip folder or document must be titled with the RFP Number and the

Offeror’s name, such as: RFP,BSFA,2027-0029 ABC Corporation.

iii. Please do not encrypt your zip folder. Additional encryption may result in failure to upload or review the proposal.

iv. The solicitation submission application typically uploads proposals within five minutes. Offerors are advised to submit proposals no later than one business day prior to the solicitation deadline to ensure the proposal has been received.

v. The application does not send email confirmations if the proposal was uploaded correctly. Please email the Point of Contact for confirmation of submission.

B. Ensure all requested attachments are included.

C. Responses received after the submission deadline shall not be opened and shall be rejected as a late response, unless otherwise permitted by the procurement official.

https://colorado.app.box.com/f/d55dd53271734a59ac976f6ce20ea878

Offeror Response Signature Page RFP,BSFA,2027-0029 Colorado State Fair Marketing Services

Offerors responding to this solicitation must fill out this page in its entirety, sign and return with Offeror’s response. This page must bear a physical or electronic signature, as electronic signature is defined in the "Uniform Electronic Transactions Act", section 24-71.3-102 (8), C.R.S., evincing an intent by the Offeror to be bound by its response. Failure to do so may disqualify the Offeror’s response.

The undersigned understands and agrees that misrepresentation made in this response and/or subsequent discussions or information presented to the State may be deemed sufficient cause for the refusal by the State to execute a contract as a result, and that that later discovery of any omission or misrepresentation made in the solicitation response and/or subsequent discussions or information presented to the State may be grounds for the cancellation of an existing contract.

LEGAL COMPANY NAME (OFFEROR)

OFFEROR INSERT: Full Legal Company Name

AUTHORIZED SIGNATURE

By: Name of Person Signing for Contractor

TYPED/PRINTED NAME

OFFEROR INSERT: Signer’s Full Name

TITLE

OFFEROR INSERT: Title of Signer

PHONE NUMBER

OFFEROR INSERT: Signer’s Phone Number

EMAIL ADDRESS

OFFEROR INSERT: Signer’s Email Address

CONTACT FOR CLARIFICATIONS

OFFEROR INSERT: Name of Contact

TITLE

OFFEROR INSERT: Title of Contact

PHONE NUMBER

OFFEROR INSERT: Phone Number of Contact

EMAIL ADDRESS

OFFEROR INSERT: Email Address of Contact

Request for Proposals Page 1 of 12 THIS PROCUREMENT IS EXEMPT FROM THE COLORADO PROCUREMENT CODE (§ 24-101-105), C.R.S

1. INTRODUCTION

A. Exempt from Procurement Code

This Request for Proposals (RFP) is administered by the Colorado Department of

Agriculture (CDA or State), on behalf of the Colorado State Fair Authority

(Authority) for year-round marketing services to support the Colorado State Fair.

The Colorado State Fair Authority is created pursuant to 35-65-401(1), C.R.S., and is exempt from the Colorado Procurement Code as set forth at 24-101-

105(1)(a)(V), C.R.S. As such, this request for proposals is EXEMPT from the

Procurement Code and may not necessarily conform to the usual requirements of the code. Any references to the Procurement Code or its sections that may be found in this solicitation are for illustrative purposes only and not binding upon the

State or the Authority. This RFP will differ in certain and stated ways and may not, and is not, required to explicitly spell out any differences from the requirements of R-24-103-203 (1 CCR 101-9).

B. Background

Welcoming hundreds of thousands of guests annually, the Colorado State Fair stands as the premier and most attended seasonal celebration in Colorado. This event offers families an engaging and instructional summer getaway, while concurrently operating as a multi-purpose facility for the southern region of the state throughout the calendar year. The hallmark yearly event commences in late

August and spans eleven days, concluding each year on Labor Day.

C. Overview and Goals

The Colorado State Fair Authority seeks a collaborative partner that has a thorough understanding of Colorado and the event industry. While specific goals will change every year, overall marketing objectives include:

● Branding the annual Colorado State Fair as a family-oriented event and destination

● Incorporation of the yearly theme into the overall campaign

● Increasing attendance of the annual Colorado State Fair

● Increasing the exposure and reach of the Colorado State Fair across Colorado

Request for Proposals Page 2 of 12

● Generate advertising and promotional opportunities that are unique, engaging, and visually captivating

The offeror is expected to develop an overall marketing strategy that:

● Maximizes budget

● Balances paid media with added-value elements

● Can be revised on short notice to accommodate necessary changes

● Supports sponsor and partner commitments and relationships

● Supports Colorado State Fair programming, attendance and revenue goals

● Leads the coordination (with the assistance of the General Manager (GM) and

Director of Programming & Partnerships) of traditional media, social and digital media, SEO, public relations, graphic design, and all other components of marketing the annual Colorado State Fair

D. Sole Point of Contact

i. The sole point of contact for this solicitation is Kathy Chang, Procurement

Direct, who may be reached via email at kathy.chang@state.co.us.

ii. Email is the preferred method of communication. The individual listed above is the sole point of contact for this solicitation. Initiating contact with anyone other than this individual may result in Offeror disqualification.

E. Schedule of Activities

i. This Schedule of Activities is for information and planning purposes only.

Schedules for Activities listed as “Estimated” may be subject to change depending on the needs of the State. All times are considered in Mountain

Time (MT), as adjusted for daylight savings.

ii. The date of publication for this solicitation on Colorado VSS is 9/14/2026.

a. Written inquiries must be submitted to the Procurement Point of

Contact email no later than 12:00pm (noon) on 9/22/2026.

b. The estimated date for the State’s responses to vendors’ written inquiries to be published on Colorado VSS is 9/30/2026.

mailto:kathy.chang@state.co.us

Request for Proposals Page 3 of 12

c. All proposals must be submitted via box.com no later than 10:00am on

10/16/2026.

https://colorado.app.box.com/f/d55dd53271734a59ac976f6ce20ea87

d. A virtual public opening of the proposals will be held at:

Bid Opening: RFP,BSFA,2027-0029 Friday, October 16 · 11:00am – 12:00pm Time zone: America/Denver Google Meet joining info Video call link: https://meet.google.com/xou-kzim-jry Or dial: (US) +1 240-986-2524 PIN: 138 050 636# More phone numbers: Google link

Attendance at this public bid opening is optional and will not impact any interested party's participation in the solicitation process.

e. Offerors may be invited for virtual demonstrations or discussions. The estimated period for demonstrations from selected Offerors is the first week of November: 11/2 – 11/6. Offerors are requested to maintain availability during this timeframe, as specific appointments must be coordinated through the Procurement Point of Contact.

f. The estimated date for the publication of an Intent to Award on

Colorado VSS is 11/18/2026.

F. Start Date

The desired Contract start date is 1/1/2027.

G. Anticipated Contract Term

i. The initial term of the awarded Contract is anticipated to begin on 1/1/2027 and end on 12/31/2027. This Contract may be renewed for up to 4 additional one-year periods at the sole discretion of the Authority. The total duration of the Contract, including all options, is not anticipated to exceed five (5) years.

ii. The Authority may, within its sole discretion, choose not to exercise any option or extension term in the Contract for any reason. If the Authority http://box.com/ https://colorado.app.box.com/f/d55dd53271734a59ac976f6ce20ea878 https://colorado.app.box.com/f/d55dd53271734a59ac976f6ce20ea878 https://meet.google.com/xou-kzim-jry https://tel.meet/xou-kzim-jry?pin=6319765716650

Request for Proposals Page 4 of 12 chooses not to exercise any option or extension term, it may re-procure the goods and/or services in its sole discretion.

2. OFFEROR’S EXPERIENCE AND PERSONNEL

A. Organizational Experience

i. Event marketing experience preferred

ii. Office location within the State of Colorado is preferred

iii. Full-service marketing agencies are preferred.

B. Organizational Personnel

i. One dedicated account representative that will serve as the main point of contact for the organization

ii. Additional account representatives as needed for certain aspects of the campaign (social media, public relations, etc)

iii. On site support for the duration of the annual Colorado State Fair. This may include management of the media trailer, social media, and event support as needed

3. REQUIREMENTS

A. Accessibility Requirements

i. All work performed as a result of this solicitation must comply with all applicable provisions of §§24-85-101, et seq., C.R.S., and the Accessibility

Standards for Individuals with a Disability, as established by the Office Of

Information Technology pursuant to Section §24-85-103(2.5) and -103(3), C.R.S. all State of Colorado technology standards related to technology accessibility and with Level AA of the most current version of the Web

Content Accessibility Guidelines (WCAG), incorporated in the State of

Colorado technology standards.

B. Insurance Requirements

The awarded Offeror will be required to submit a certificate(s) of insurance evidencing insurance coverage for, at minimum, the types and amounts of

Request for Proposals Page 5 of 12 insurance as required by the Insurance provision in the Contract, included in this solicitation as an attachment, prior to execution of the Contract.

C. Mandatory Requirements

i. Offeror must verify that they are in good standing. A Certificate of Good standing is required prior to contract execution. Offerors do not need to submit this document unless they are awarded this solicitation.

ii. Offeror must agree to execute the contract quickly, preferably within 30 calendar days after award. A copy of the contract template is provided as

Appendix B. Preference shall be made to Offerors who agree to the State’s contract template as-is.

4. SCOPE OF WORK

A. Scope of Work and Deliverables

This Scope of Work describes the deliverables sought through this RFP and the scope of what the awarded Offeror will be expected to offer through the contract resulting from this RFP. The Scope of Work is intended to provide interested parties with sufficient basic information to submit a proposal. It is not intended to limit a proposal’s content or exclude any relevant or essential data.

B. Offeror will provide complete marketing services for the annual Colorado State

Fair that will include, but are not limited to the following:

i. MARKETING PLAN

Development of the marketing campaign for the annual Colorado State Fair.

The marketing plan will be driven by the Authority’s budgeting and internal financial decision-making. The Authority will identify the theme, programs and exhibits by March 1 of each year. The bulk of the marketing plan should be focused on the annual Colorado State Fair but include some account maintenance and support year round.

ii. MARKET RESEARCH

Conduct and analyze market research as deemed appropriate by the Authority and Offeror to help determine target markets, reach, delivery and advertising

Request for Proposals Page 6 of 12 effectiveness. Research will be analyzed to make strategy changes and plan media, creative and overall advertising plans.

iii. STRATEGY

Develop a brand strategy intended to increase revenues and patronage in a cost-effective manner.

iv. PRODUCTION

Produce a full advertising campaign that could include, but is not limited to, TV, radio, and print, outdoor, social media, over the top and digital media.

v. GRAPHIC DESIGN

Coordinate the production of all creative and design elements related to the campaign. Work closely with the Authority staff to maintain a consistent look and feel.

vi. MEDIA PLANNING

May include print, TV, radio, outdoor, digital, and social and forms of measured media as suggested and deemed appropriate.

vii. MEDIA BUYING

Will include evaluation of research, media plan, placement, payment to media and net rates, and yearly written analysis of effectiveness of all media buys.

viii. MEDIA MANAGEMENT AND PRESS RELEASES

Coordinate all found media for the annual Colorado State Fair with Authority staff and the Colorado Department of Agriculture Communications Director.

Will include writing and distributing press releases, scheduling media at the annual Colorado State Fair, generating media exposure, and assisting with crisis management.

ix. MULTICULTURAL OUTREACH

Offeror is required to develop and implement a campaign that expands outreach to culturally diverse communities in the State. Translation services may also be required.

Request for Proposals Page 7 of 12

x. PROGRESS REPORTS FOR MARKETING PLAN

Offeror is required to provide Authority staff with ongoing progress and status reports, reports to the General Manager as requested, as well as a yearly marketing plan. The Authority must approve all work and budgets in advance.

xi. POST FAIR SUGGESTIONS, RECAPS, AND SPONSORSHIP AFFIDAVITS

Offeror is required to provide a yearly campaign and media analysis as well as post Colorado State Fair sponsorship media recaps with affidavits on any sponsor whose logo or company name has been utilized in the marketing campaign.

xii. COMMUNICATION

Offeror must maintain close and continuous communications with Authority staff and provide reports as requested for the duration of the contract.

xiii. PROPERTY

All artwork, music, media and video footage provided under this agreement become and remain the property of the Authority.

xiv. SUBCONTRACTORS

Any use of subcontractors shall be subject to Authority’s prior approval, which approval shall not be unreasonably withheld.

xv. BUDGET

The Colorado State Fair budget is set annually by the Colorado State Fair

Board of Authority. There is no guarantee of any set budget amount for each year. Offeror will present a budget for the marketing campaign yearly for final approval by the General Manager. Total cost per year is to include:

a. Media net rates to be billed directly by the agency

b. Production costs billed as hard costs only with no hourly time and agency mark up

c. Account management, media planning and buying, creative services and administrative work

d. All items included in the Scope of Services

Request for Proposals Page 8 of 12

xvi. MEDIA COMMISSIONS/ REBATES/ AGENCY MARKUP

All media commissions/rebates related to advertising services received by the

Offeror in the performance of the contract will be net to Authority. No markup on printing or production changes shall be allowed. The Offeror will take all the available discounts, such as early payment of an invoice, and the resulting discount shall be reflected in the invoices to the Authority.

5. REQUESTED PROPOSAL FORMAT

Proposals should cover the following areas, with an emphasis on how these areas relate to the evaluation criteria listed in this Request for Proposals.

A. Offeror’s Experience and Personnel

i. Offeror’s Response -- Offeror shall describe how the Offeror’s Organizational

Experience and capabilities make it the ideal candidate to perform the work.

a. Event marketing experience preferred. Describe Offeror’s experience with similar projects.

b. Office location within the State of Colorado is preferred

c. Full-service marketing agencies are preferred.

ii. Offeror’s Response -- Offeror shall indicate key personnel who will be assigned to the project and describe their role and experience.

a. One dedicated account representative that will serve as the main point of contact for the organization

b. Additional account representatives as needed for certain aspects of the campaign (social media, public relations, etc)

c. On site support for the duration of the annual Fair. This may include management of the media trailer, social media, and event support as needed

Request for Proposals Page 9 of 12

B. Requirements

i. Accessibility Requirements

Offeror’s Response- Offeror shall describe how their proposed solution will meet or exceed the accessibility requirements detailed in this solicitation.

ii. Mandatory Requirements

Offeror’s Response- Offeror shall describe how their proposed solution will meet or exceed the mandatory requirements detailed in this solicitation.

C. Technical/Business Proposal

Offeror’s Response- Offeror shall describe how they will accomplish the Scope of

Work detailed in this solicitation. In the proposal response, please ensure the corresponding section of the scope of work is explicitly identified.

D. Cost Proposal/ Pricing

The total amount spent on placed media in 2025 was approximately $300,000.

Offerors' cost proposal should reflect a comparable level of media investment or less.

i. Offeror shall include hourly rates as applicable (graphic design, etc) and cost per project. The costs should align with how Offeror will accomplish the

Scope of Work detailed in this solicitation. Pricing for future years (Years 2 -

5) are to be included as estimates. Offeror will present a budget for the marketing campaign yearly for final approval by the General Manager.

ii. Proposed pricing must remain firm during the initial term of the Contract.

iii. Pricing must include any fees associated with the delivery of the goods or services, including, but not limited to, shipping and installation if applicable.

6. EVALUATION METHODOLOGY

A. Evaluation Process

A comprehensive, thorough, complete and impartial evaluation of each proposal received will be conducted.

Request for Proposals Page 10 of 12

B. Evaluation Committee

i. An Evaluation Committee will be established utilizing measures to ensure the integrity of the evaluation process. These measures include the following:

a. Selecting committee members who do not have a conflict of interest regarding this solicitation.

b. Facilitating the independent review of proposals.

c. Ensuring the fair and impartial treatment of all Offerors.

ii. The objective of the Evaluation Committee is to conduct reviews of the proposals that have been submitted, to hold frank and detailed discussions among themselves, and to recommend an Offeror for award.

C. Proposal Evaluation Criteria

i. The Evaluation Committee will evaluate proposals to determine if each

Offeror meets all mandatory qualification requirements; provided, however, that the Authority has the discretion to waive non-material mandatory requirements in certain circumstances.

ii. Proposals will be evaluated by the Evaluation Committee using the evaluation criteria listed below. The evaluators will consider whether the Scope of Work requirements in the solicitation have been addressed, and they will review the capabilities of the Offeror, as well as the quality of the approach proposed, the price, and any other aspect determined relevant to the evaluation criteria.

iii. The evaluation criteria to be used in evaluating the proposals are as follows

(and are listed in no particular order):

a. Offeror’s Experience and Personnel

b. Requirements

c. Technical/ Business Proposal

d. Cost Proposal/ Pricing

Request for Proposals Page 11 of 12

D. Demonstrations and Discussions

i. The Evaluation Committee may, if it deems necessary, request clarifications, conduct discussions or request oral presentations from selected Offerors, or request best and final offers. Discussions may be held with responsible offerors whose proposals are determined to be reasonably susceptible to be selected for award to:

a. Promote understanding of the Authority’s requirements and the offerors’ proposals; and

b. Facilitate a contract that will be most advantageous to the Authority taking into consideration price and the other evaluation factors set forth in the request for proposals.

ii. The State is not required to conduct discussions and may choose to move forward with the written proposals. Therefore, Offerors should submit their best proposal and not rely on the Demonstrations phase. The State is not required to conduct a minimum number of Offeror demonstrations.

iii. The Evaluation Committee may adjust its scoring based on the results of such activities. However, proposals may be reviewed and determinations made without such activities. Offerors should be aware that the opportunity for further explanation might not exist; therefore, Offerors should ensure that their submission is complete, and are encouraged to submit their best possible proposal, including pricing.

iv. Upon concluding the review, the Evaluation Committee shall submit its findings to the Colorado State Fair Authority Board of Commissioners’

Governance Committee for its review, consideration, and recommendation to the Colorado State Fair Authority Board of Commissioners.

v. The Board is the final decision-maker.

Request for Proposals Page 12 of 12

E. Single proposal

If only one bid or proposal is received in response to a solicitation, consideration for an award may be made to the single bidder or offeror if approved by the

Board.

F. Award

i. A Notice of Intent to Award will be published on Colorado VSS.

ii. The Board is the final decision-maker for the award.

iii. The Board reserves the right to award to multiple offerors.