SMMA Park Operations RFP (1).pdf

STATE OF GEORGIA

REQUEST FOR PROPOSAL

ISSUED BY THE STONE MOUNTAIN MEMORIAL ASSOCIATION

RELEASE DATE: February 16, 2026

Instructions to Offerors

All spaces below and in the attached “Proposal Letter” form are to be completed. Please return both this cover page and the Proposal Letter with your proposal. Failure to sign the Proposal Letter will cause rejection of the proposal.

Proposal of:

Offeror Name

Offeror Representative

Mailing Address

Primary Phone

Email Address

Submitted electronically to:

procurement@stonemountainpark.org

Address submissions to the Procurement Team

Please submit all questions to the email above

RFP Release Date: February 16, 2026 mailto:procurement@stonemountainpark.org

STATE OF GEORGIA

PROPOSAL LETTER

It is understood and agreed that this proposal constitutes an offer, which when accepted in writing by the Stone Mountain Memorial Association, and subject to the execution and delivery of a lease and/or concessionaire agreement by the Stone Mountain Memorial Association, will constitute a valid and binding proposal between the undersigned and the Stone Mountain Memorial Association.

It is understood and agreed that we have read the Stone Mountain Memorial Association’s specifications shown or referenced in the Request for Proposals (RFP) and that this proposal is made in accordance with the provisions of such specifications. By our written signature on this proposal, we guarantee and certify that all items included in this proposal meet or exceed all such specifications. We further agree, if awarded a contract, to deliver goods and services which meet or exceed the specifications.

We understand and agree to abide by the provisions of Section 1.4 of the RFP regarding “Restrictions on Communications.” We acknowledge that in accordance with Section 1.2 of this RFP, following the opening of Proposals discussions may be conducted by the Stone Mountain Memorial Association and/or their representatives with responsible Offerors.

It is understood and agreed that this proposal shall be valid and held open for a period of 30 days from proposal opening date.

PROPOSAL SIGNATURE AND CERTIFICATION

(Offeror must sign and return with proposal)

I certify that this proposal is made without prior understanding, agreement, or connection with any corporation, firm, or person submitting a proposal for the same materials, supplies, equipment, or services and is in all respects fair and without collusion or fraud. I understand collusive bidding is a violation of state and federal law and can result in fines, prison sentences, and civil damage awards. I agree to abide by all conditions of the proposal and certify that I am authorized to sign this proposal for the Offeror. I further certify that the provisions of the Official Code of Georgia Annotated, Sections § 45- 10-20 et. seq. have not been violated and will not be violated in any respect.

Authorized Signature Date

TABLE OF CONTENTS

INTRODUCTION

1.1 Purpose of Request for Proposals

1.2 Basic Guidelines for this Request for Proposals

1.3 Calendar of RFP Events

1.4 Restrictions on Communications

1.5 Offeror Minimum Qualifications

1.6 Definition of Terms

BACKGROUND

2.1 Overview

2.2 Vision for the Future

2.3 Stone Mountain Park Property

2.4 Statutory Planning and Protection Requirements

2.5 Financial Information

REQUIREMENTS

3.1 Objectives of the Request for Proposals

3.2 Functions to be Managed by the SMMA

3.3 Amenities and Activities to be Included in Proposals

3.4 Additional Experiences and Attractions

3.5 Replacement Reserve for Fixed Assets

3.6 Financial Requirements

3.7 Information to be Submitted by Offeror

PROPOSAL SUBMISSION AND EVALUATIONS

4.1 Evaluation Criteria and Process

4.2 Scoring Criteria

APPENDIX

Exhibit I: Historical Park Financial Performance Comparison Exhibit II: Hotel and Golf Combined Financials Exhibit III: Golf Performance Summary Exhibit IV: Historical Annual Park Attendance by Attraction Exhibit V: Parking Passes and Estimated Individual Visitors Exhibit VI: 2026 Calendar of Planned Events Exhibit VII: 2026 Park Operating Calendar Exhibit VIII: Stone Mountain Park Driving Map Exhibit IX: Stone Mountain Park Districts Exhibit X: Asset Inventory Exhibit XI: Pro Forma Financial Template Terms and Conditions

INTRODUCTION

1.1 Purpose of Request for Proposals

To solicit proposals for consideration by the Stone Mountain Memorial Association (SMMA) to determine the private sector’s interest in operating and managing the amenities, activities, and events described herein, on a long-term lease basis or concessionaire contract.

1.2 Basic Guidelines for this Request for Proposals

The Stone Mountain Memorial Association has determined that the use of competitive sealed proposals will be most practical and advantageous to the State in completing the acquisition of the services and/or commodities described herein.

All submitted proposals shall be evaluated in accordance with the evaluation criteria set forth in this Request for Proposals. After the opening of the sealed proposals, discussions may be conducted by the Stone Mountain Memorial Association with responsible Offerors who may be selected for award, for the purpose of clarification to assure full understanding of, and responsiveness to, the solicitation requirements. Offerors shall be accorded fair and equal treatment with respect to any opportunity for discussion and revision of proposals; and such revisions may be permitted after submissions and prior to award for the purpose of obtaining best and final offers.

In conducting such discussions, there shall be no disclosure of any information derived from proposals submitted by competing Offerors. All such discussions shall be jointly conducted by the Issuing Officers named below:

Bill Stephens, Chief Executive Officer Edna Zimmerman, Chief Financial Officer Stone Mountain Memorial Association Stone Mountain Memorial Association 2027 Old Hugh Howell Road 2027 Old Hugh Howell Road Stone Mountain, GA. 30083 Stone Mountain, GA 30083 Telephone: (770) 498-5611 Telephone: (770) 498-5639 E-mail: b.stephens@stonemountainpark.org E-mail: e.zimmerman@stonemountainpark.org

An award may be made to the Offeror whose proposal is determined in writing to be the most advantageous for the Stone Mountain Memorial Association, considering all the evaluation factors set forth in this RFP. The Stone Mountain Memorial Association reserves the right to reject all proposals submitted in response to this request and to not proceed with an award from this solicitation.

mailto:b.stephens@stonemountainpark.org

1.3 Calendar of RFP Events

Release of RFP 02/16/26

RSVP for On-Site Tour 5:00 PM – 02/20/26

Offerors' Site Tour To be scheduled on a per-Offeror basis

Question Deadline 5:00 PM – 02/27/26

Question Response Released 03/04/26

Proposal Due to SMMA 5:00 PM – 03/16/26

Finalist Announced On or before 03/31/26

Contract negotiations with the final selected Offeror will begin as soon as possible. Please contact procurement@stonemountainpark.org to schedule your on-site tour.

Offerors' written questions will be responded to in writing and distributed to all organizations that receive the RFP on or before 5:00 PM, March 4, 2026.

1.4 Restrictions on Communications

From the issue date of this RFP until a successful Offeror is selected and the selection is announced, Offerors are not allowed to communicate for any reason with any SMMA board member or any staff member or other personnel associated with the State of Georgia, including the SMMA and the current park operator, except through the Issuing Officers named herein, their appointed representatives, or as provided by existing work agreement(s). For violation of this provision, the Stone Mountain Memorial Association shall reserve the right to reject the proposal of the offending Offeror. All substantive questions concerning this RFP must be submitted in writing to the Issuing Officers. No questions other than written will be accepted. No response other than written will be binding upon the Stone Mountain Memorial Association.

1.5 Offeror Minimum Qualifications

Offerors should demonstrate organizational scale, financial depth, and operational sophistication commensurate with the scope and complexity of this opportunity. SMMA seeks regionally, nationally or internationally recognized operators with the internal resources necessary to support long-term investment, asset stewardship, and continuous improvement.

1.6 Definition of Terms

O.C.G.A. - Official Code of Georgia (State statutes)

Offeror - Respondent to this Request for Proposals

RFP - Request for Proposals

SMMA - Stone Mountain Memorial Association

Operator – Current or future private sector entity managing the park mailto:procurement@stonemountainpark.org

BACKGROUND

2.1 Overview

The Stone Mountain Memorial Association seeks a qualified partner to operate and manage Stone Mountain Park’s amenities, activities, and events (as defined further in the “Requirements” section, below) as it transitions from the park’s current operator. Transition is expected to occur on June 1, 2026. Located just 16 miles east of Atlanta, Stone Mountain Park centers on the world's largest exposed granite outcropping – a massive dome rising 825 feet above the surrounding landscape. The park has evolved into a major recreational destination featuring hiking trails, camping facilities, scenic attractions, family entertainment venues, and special events that attract millions of visitors.

The Stone Mountain Memorial Association is the State authority responsible for Stone Mountain Park, as set forth in the Stone Mountain Memorial Association Act, O.C.G.A § 12-3-190 et seq. SMMA has nine board members appointed by the Governor for four-year terms, or his/her designee. SMMA holds title to all the park’s land and determines overall policies and practices. An appointed Chief Executive Officer and management team oversee the day-to-day operations of the park.

2.2 Vision for the Future

SMMA’s mission is to sustain, enhance, and protect Stone Mountain Park, its facilities, and environs, by creating an enriching experience that addresses the area’s historical, natural, cultural, and recreational resources. The park is currently defining its long-term strategic vision with a renewed focus on 1) celebrating its extraordinary natural beauty, and 2) expanding its unique role as a destination enjoyed by local residents, individuals, and families across the Atlanta area and out-of-town guests alike.

The selected Offeror will be invited to be part of a longer-term, ongoing, and collaborative process with SMMA to define the future of Stone Mountain Park. A key question to be addressed together by the selected Offeror and SMMA is what additional investments should be made in current and new attractions to align with the park’s vision. Attractions and activities that take place outdoors and enhance the experience of the park’s natural assets should be prioritized.

The State of Georgia has made significant capital investments to Stone Mountain State Park including, most recently, $15M+ dollars to build a new interpretive museum, a new campground welcome center, and to renovate the guest rooms of the Evergreen Hotel. These past commitments demonstrate the ongoing importance of Stone Mountain Park to the State. It is expected that the park’s new operator will make capital commitments as well.

This RFP invites qualified organizations to demonstrate how they will honor the park's natural heritage, deliver exceptional visitor experiences, maintain facilities, attractions and events to the highest standards, lean into the park’s natural resources and beauty, and serve as collaborative partners in achieving the park's mission for decades to come.

2.3 Stone Mountain Park Property

Stone Mountain Park is comprised of approximately 3,400 acres of woodlands and features as its centerpiece Stone Mountain, the world’s largest exposed granite monadnock. Within the park’s boundaries there are also several lakes that cover a total of approximately 362 acres – Stone Mountain Lake is the largest at 323 acres. The park is considered to be the State’s greatest natural tourist attraction and one of the highest attendance attractions in the United States.

The park also serves, per Georgia statute, as a memorial to the Confederacy, and features a large stone carving on the north face of the mountain overlooking a broad memorial lawn, adjacent to a recently completed interpretive museum in the center of the park. Visitors can also tour a collection of antebellum period structures that have been relocated to the site and assembled into an educational experience. The new interpretive museum near the memorial is intended to properly contextualize and understand these unique memorial and historical elements of the park.

2.4 Statutory Planning and Protection Requirements

In August 2005, the SMMA adopted an updated comprehensive master plan (which served to amend the 1992 Plan) to guide future decisions concerning any additional proposed development. Under this master plan, the park is divided into four districts: Park Center, Natural, Events, and Recreation. The Master Plan Amendment Report is included in the Appendix. Additional information concerning the protections surrounding the Natural District is available upon request. Adherence to the Master Plan is required by state law, O.C.G.A. § 12-3-194.2. It is available online at https://stonemountainpark.org/about-us/what-is-smma/.

See the “Requirements” section of this RFP for a current and anticipated division of responsibilities between SMMA and the park’s future operator.

2.5 Financial Information

See the Appendix for summaries of the current operator’s financial performance over the last twelve months of operations, as well as the current operator’s financial performance compared to the previous operator that exited in 2022.

https://stonemountainpark.org/about-us/what-is-smma/ https://stonemountainpark.org/about-us/what-is-smma/

REQUIREMENTS

3.1 Objectives of the Request for Proposals

The overall objectives of this Request for Proposals are as follows:

i. To solicit proposals from private sector organizations for entering into a long-term lease or concessionaire agreement for select present and future amenities, activities, and events at Stone Mountain Park.

ii. Consistent with protecting and preserving the unique resources at Stone Mountain Park, to provide the SMMA with sufficient revenues to:

a. Provide appropriate management and oversight of the contractual relationship resulting from this procurement;

b. Operate its assigned and legislatively required functions;

c. Maintain its assets in good repair; and

d. Substantially satisfy Stone Mountain Park's financial and statutory requirements.

3.2 Functions to be Managed by the SMMA

Protection and preservation of the natural and cultural resources at Stone Mountain Park are of paramount importance. To assure appropriate stewardship of these resources, the SMMA will retain control over certain functions, and those functions will not be leased out or assigned for management by the selected Offeror. Specifically, these functions are as follows:

i. Management of preservation and protection of the natural areas (including the area north of the Stone Mountain Freeway), except for where the park operator has received permission to operate in the natural areas. These lands will be maintained in accordance with the master plan, as amended (included in the Appendix).

ii. Management of preservation and protection of the mountain and carving.

iii. Management and operation of Memorial Hall and the interpretive center.

iv. Management and preservation of the park as provided for in O.C.G.A. Section §12-3-191.

v. Responsibility for the roads, sidewalks, trails, dams, lakes, non-fee picnic areas, roadside maintenance throughout the park, and litter control for all properties that are not a subject of this RFP. Note that SMMA expects the park operator to maintain the parking lots that are adjacent to amenities and activities managed by the operator, with the exception of the Yellow Daisy parking lot.

vi. Responsibility for law enforcement, fire protection, EMS, and rescue services.

vii. Programs for the protection of on-site endangered species and archeological areas.

viii. Current hours of gate operation will be set by SMMA, with reasonable notice to and concurrence of the lessee/concessionaire.

ix. The general public's access to and use of the SkyRide lift and its conditions for entry, including hours of operation and fees, will be set by SMMA, with the reasonable concurrence of the lessee/concessionaire. The SMMA will not operate the SkyRide lift;

such responsibility rests with the lessee/concessionaire.

x. Responsibility for continuously reviewing and enforcing the provisions of any lease or concessionaire agreement with the private sector operator hereunder, to manage and operate certain facilities and activities of the park.

xi. Responsibility for the pricing, with reasonable notice to and concurrence of the lessee/concessionaire, of the entry/exit gates. There will be no charge for entering the park by persons on foot or on non-motorized vehicles.

xii. Responsibility for overseeing and managing film and other entertainment-related productions conducted within the park or on park property, including fee collection. This includes responsibility for the Annexed property at 6826 James B. Rivers Drive.

xiii. Responsibility for organizing ad hoc and recurring events in the Natural District of the Park, and for all related fee collection.

3.3 Amenities and Activities to be Included in Proposals

The following amenities and activities must be included in Offeror proposals:

i. The amenities and activities in the "Recreation District," the "Park Center District" and the "Events District" – as shown in the Park Districts map provided in the Appendix.

ii. The train, SkyRide lift, and zip line.

iii. The entry/exit gates to the park, i.e., the Main Gate and South Woods Gate.

SMMA is also open to Offeror ideas for new uses of the Natural District that align with the vision for the future of the park. Please see the Appendix for a detailed list of current assets.

The selected operator will be responsible for the maintenance of amenities and activities for which they are contractually responsible, as well as the marketing, reservations, and revenue management of those amenities and activities. Some attractions and facilities that may be included within an operator’s purview are currently under evaluation for re-purposing or deprecation.

Note that land parcels owned by SMMA which are non-contiguous to the main park property, i.e., north of US-78 and newly acquired property along the southern border of the park (as indicated in the Appendix), are excluded from the scope of this agreement.

3.3.1 Agreement Structure

SMMA strongly desires to enter a long-term lease. However, as an option for the SMMA's consideration, Offerors may respond under either the lease model or the concessionaire model, or both. SMMA does not require Offerors to submit proposals for both models.

3.3.1.i. Long-Term Lease

All Offerors submitting a proposal for a lease should assume an initial term of 20 years with four 5-year renewal periods at the option of the lessee, so long as the lessee is not in default of the lease.

Offers should address, at a minimum, the following:

• Lease amount

• Percentage of gate revenue shared with SMMA

• SMMA options to terminate

• Performance tests

• Company options to terminate

• Other factors the Offeror deems relevant

Note: details of SMMA’s proposed terms and conditions are located in the Appendix.

3.3.1.ii. Concessionaire Contract

Offerors may propose a concessionaire agreement with an initial term of 20 years to operate the amenities and activities of the park, on a fee-only basis with four 5-year renewal periods at the option of the concessionaire, so long as the concessionaire is not in breach of any provisions of the agreement.

Offerors should address, at a minimum, the following:

• Revenue share percentage (including annual minimum)

• Percentage of gate revenue shared with SMMA

• Incentive fee

• SMMA options to terminate

• Performance tests and reporting requirements

• Company options to terminate

• Basic terms and conditions the Offeror would be willing to operate under

• Other factors the Offeror deems relevant

Note: details of SMMA’s proposed terms and conditions are located in the Appendix.

3.4 Additional Experiences and Attractions

SMMA would like to understand what additional amenities, activities and/or events – or changes in use of existing assets – would be of interest to a potential operator to maximize the revenue potential of the park while retaining the focus on the natural elements of the park and community accessibility.

Below is a preliminary list of potential new or updated amenities, activities, and/or events that may be suitable for Stone Mountain Park. SMMA would like to prioritize ideas that emphasize greater use of natural areas, event space, and food and dining. Consideration will also be given to revitalization of discontinued attractions (e.g., Snow Mountain) and repurposing of existing assets to increase revenue.

Offerors are encouraged to propose ideas of their own.

Category Concept Description Natural areas

Mountain biking Ride and training opportunities for people to enjoy or learn mountain biking. Organized mountain bike racing with official organizations like USA Cycling.

Film tours Guided tours of where films and/or TV shows were produced at the park (e.g., Stranger Things).

Youth camps Organized youth camp activities, including potential partnerships with nearby schools and Boy Scouts of America, etc.

Water sports / activities Activities that enable visitors to enjoy the lakes within the park – i.e., kayaking, boating, etc.

Event space

Concert series Regular concert series with popular musical artists from around the region and country.

Wedding packages Targeted promotion and organization of wedding packages (including hotel, venue, catering, transportation, etc.).

Food and dining New outlets and reconceptualization of existing options

Food and dining options that resonate with guests where they interact with the park (e.g., Memorial Hall restaurant space, walk up trail, waterfront), leveraging local vendors.

All Partnerships Partnerships and collaboration with organizations in and around the Atlanta area.

3.5 Replacement Reserve for Fixed Assets

The SMMA will require a minimum of 3% of annual gross revenues to be placed in a replacement reserve and expended annually (unless the SMMA consents to the expenditure of a lesser amount each year with a carry-forward of any excess). Such reserve shall be for the maintenance, renovation and replacement of improvements, including furnishings, fixtures, and equipment.

3.6 Financial Requirements

Under the lease option, the SMMA will require a minimum annual fixed rent. Offeror should submit the amounts and terms for the following:

i. Minimum annual fixed rent of $ million (subject to annual adjustment based upon the annual percentage increase, from time to time, in the Consumer Price Index, not to exceed %), payable monthly in advance on or before the first day of each month in equal monthly installments.

Offeror’s may propose different lease arrangements which include a lower fixed component with a variable percentage component tied to performance.

The SMMA will also require a commercially reasonable security deposit, the amount of which will be tied to the selected Offeror’s capital investment commitments.

Under a concessionaire agreement, SMMA would expect to receive a percentage of gross revenues with a minimum payment amount. Please see the Terms and Conditions in the Appendix for more detail.

3.7 Information to be Submitted by Offeror

3.7.1 Detailed Proposal Information

Stone Mountain Park is a unique natural resource within the State and is highly visible because of its location within metropolitan Atlanta. Because the SMMA has a significant interest in understanding how an Offeror intends to operate the facilities, each Offeror MUST provide information on the elements detailed below. Offeror proposals will be evaluated and assigned points as described in the Proposal Submission and Evaluation Section of this RFP.

SMMA recognizes the RFP timeline is compressed and that Offerors may require information beyond what is provided in this RFP to fully develop their proposals. The selected Offeror will have opportunities after award to further refine both its and SMMA’s vision for Stone Mountain Park.

i. Financial elements

a. Contractual model (lease agreement or concessionaire agreements only)

b. Core operational assets and Offeror’s anticipated capital improvements (operator-funded investments in facilities/attractions)

c. Proposal to include:

i. Projected financial pro forma (revenues, expenses, investments over term) – template provided in the Appendix

ii. Proposed fee structure (based on contractual model)

iii. Plan for funding major improvements (e.g., attraction maintenance and/or development)

ii. Operational plan and visitor experience

a. Offerors vision for the visitor experience (grounded in the concepts laid out in this document)

i. Note: this is intended to be the initial vision to illustrate an Offeror’s creativity and experience in parks, subject to refinement post-award in collaboration with SMMA

b. Visitor experience enhancement plan (safety, accessibility, community, inclusivity, diverse programming)

c. Marketing and promotion strategy (increasing visitation, broadening demographics)

d. Sustainability and environmental stewardship plan (aligned with park's natural resources)

e. Transition plan from current operator (emphasis on rapid transition before 6/1/26)

f. Staffing and training plan (guest service excellence, local hiring)

g. Risk management and emergency protocols

h. Experience managing large-scale destination parks or resorts with bundled services (lodging

+ attractions + golf + events)

i. Experience in similar operations (e.g., national/state parks, theme parks, resort complexes) and sensitive historical/natural sites

j. Team structure (including key personnel resumes)

k. Process for participating in an ongoing and creative process to determine Stone Mountain

Park’s future in alignment with its new vision (as described in the “Background” section).

3.7.2 Response Format

All Offerors should structure their response in the following format:

i. Financial offer

ii. Operational plan

iii. Execution experience

iv. Visitor experience and innovation

v. Capital investment commitments

vi. Sustainability and community impact

3.7.3 General Information to be Provided by Offeror

i. Name, address and telephone number of the individual(s), partnership(s) and/or company(ies) submitting the proposal. Identify names of the principal(s) who will conduct negotiations with the SMMA on this procurement.

ii. Identification of any employees, partners, company officials, legal counsel or major stockholders who are State employees or State or local elected officials.

iii. Information on the nature of any work performed by the Offeror or any component of the

Offeror's team (if appropriate) for the State, its agencies, or public authorities, including the contact person at the State with whom the Offeror interacted.

iv. If applicable, a list showing the exact case, the number and court of all lawsuits, and a general description of all arbitrations to which the Offeror, and/or a member of the Offeror's team, has been party for the last 10 years. State whether each proceeding is pending or resolved, along with any amounts paid. Describe all settlements and all judgements of liability.

v. Detailed information on any sub-lease, subcontractor, or other organization the Offeror may utilize in the day-to-day operation of any portion of the leased and/or managed property described in this Request.

vi. Detailed information regarding the Offeror’s current financial condition, including recent financial statements and any material contingencies, sufficient to demonstrate the Offeror’s long-term financial stability.

3.7.4 References

Offerors shall provide a minimum of two references for contracts of similar scope, size, and complexity with current clients. Each reference must include the client organization name, contact information, a brief description of services provided, the contract type, contract duration, and current contact description for a client representative authorized to discuss the Offeror’s performance. SMMA reserves the right to contact any references provided and to consider reference feedback as part of the evaluation process.

PROPOSAL SUBMISSION AND EVALUATIONS

4.1 Evaluation Criteria and Process

SMMA will review each proposal response and evaluate it against the following criteria with a single step (i.e., there will be no down selection and final award). SMMA’s selection will be based on the best overall value bid (i.e., the financial component is important, but not the sole deciding factor). The criteria below are listed in order of priority to SMMA.

4.2 Scoring Criteria

o Financial offer The proposed fee structure, revenue sharing arrangement, or lease payment that the

Offeror will provide to SMMA for the right to operate park facilities and services.

The financial model demonstrating how the operation will be sustainable and profitable while maintaining affordable access for park visitors and meeting SMMA’s revenue requirements.

Any guaranteed minimum payments, performance-based incentives, or value-add financial terms that benefit SMMA beyond the base operational fees.

o Operational plan The detailed approach to daily management of park facilities, including staffing levels, maintenance schedules, safety protocols, and coordination with SMMA.

Proposed operating hours, seasonal adjustments, capacity management strategies, and methods for handling peak usage periods and off-season operations.

Systems and processes for facility upkeep, vendor management, inventory control, emergency response procedures, quality assurance monitoring, and cash handling.

Description of internal financial controls, policies, and processes, including oversight, approval, and audit mechanisms.

o Execution experience Demonstrated track record of successfully operating similar park facilities, recreation areas, or hospitality venues, including the scale and scope of previous projects.

Qualifications and experience of the proposed management team, including relevant certifications, training, and years of experience in park or outdoor recreation management.

References from previous clients or contracting agencies, performance history on similar contracts, and evidence of successful long-term operations without major compliance issues.

o Visitor experience and innovation Proposed programming, activities, amenities, and events that will enhance visitor enjoyment while respecting the natural and cultural resources of the park.

Innovative approaches to visitor services such as digital reservations, wayfinding technology, educational programs, or unique recreational offerings that differentiate the park experience.

Strategies for ensuring accessibility, inclusivity, community, and high-quality customer service across diverse visitor populations, including families, seniors, people with disabilities, and underserved communities, o Offeror capital investment commitments The total dollar amount and timeline for capital improvements, facility upgrades, or new infrastructure that the Offeror commits to funding beyond routine maintenance.

Specific projects proposed for investment, such as building renovations, equipment purchases, trail improvements, or new visitor amenities, with detailed cost estimates.

o Sustainability and community impact Environmental stewardship practices including waste reduction, energy efficiency, water conservation, use of sustainable materials, and protection of natural habitats and wildlife.

Plans for engaging local communities through hiring practices, procurement from local businesses, partnerships with community organizations, and programs that serve local residents.

Measurable goals and reporting mechanisms for tracking environmental performance, economic impact on the surrounding community, and contributions to conservation or social equity objectives.

APPENDIX

Exhibit I: Historical Park Financial Performance Comparison

FY19 under Herschend vs. FY’25 under Thrive (Note: Excludes Hotel & Golf Income / Expense)

Note: The financial results presented above exclude income related to the Hotel and Golf assets, as sufficient detail is not yet available to allow for a meaningful comparable analysis.

Out of EBITDA, Herschend made a monthly lease payment to SMMA of $810,000.

Source(s): SMMA RFP 2021, Stone Mountain Park End of Period Status Reports, December 2023 Integrated Insight Report (Stone Mountain Feasibility and Pricing Assessment)

2019 (Herschend) FY'25 (Thrive)

($000s) Total % of Rev Total % of Rev Revenues

Merchandise and food sales 10,602 7,611 Admissions 18,800 14,241 Parking 10,313 8,687 Commissions and rental fees (Incl. Campground) 4,467 5,278 Other Operating 2,282 861

Total Revenues 46,465 36,678

Operating Expenses Labor and related payroll costs 16,328 35% 13,704 37% Cost of products sold 3,327 7% 2,520 7% Advertising 2,382 5% 1,723 5% General, administrative, and other - Excl Lease Pymt 11,772 25% 11,766 32%

Total Operating Expenses - Excl Lease Pymt 33,809 73% 29,713 81%

Adj. EBITDA - Excl. Lease Pymt 12,656 27% 6,965 19%

2019 Revenue (Herschend) 2025 Revenue (Thrive) Total ($Ms) % of Total Total ($Ms) % of Total

Admissions 18.8 40% 14.7 40% Parking 10.3 22% 8.7 24% Foods 6.0 13% 4.5 12% Campground 3.9 8% 4.1 11% Merchandise 4.6 10% 3.0 8% Other 2.9 6% 1.7 5% Total Revenue 46.5 100% 36.7 100%

Exhibit II: Hotel and Golf Combined Financials

FY25

Source(s): Stone Mountain Park End of Period Status Reports

FY25

Room Nights Avail 153,644 Rooms Sold 46,654 Occupancy Rate 30.4%

ADR 158.44

Rooms REVPAR 48.11

Hotel & Golf P&L ($000s) FY25 Rooms 7,392 Food and Beverage 7,249 Other Operated Departments 3,204 Miscellaneous income 1,004

Total Operating Revenue 18,848

Department Expenses Rooms 2,752 Food and Beverage 5,339 Other Operated Departments 2,146

Total Department Expenses 10,237

Undistributed Operating Expenses Administrative and General 2,112 Information and Telecommunications Systems 726 Sales and Marketing 1,726 Property Operation and Maintenance 1,357 Utilities 1,729

Total Undistributed Expense 7,651

Gross Operating Profit 960

Management Fees 286 Income Before Non-Operating Income and Expenses 674

Non-Operating Income and Expenses Rent 84 Insurance 37 Other 38

Total Non-Operating Income and Expenses 159

EBITDA 515

Exhibit III: Golf Performance Summary

Year Total

Rounds Golf ADR Total Golf

Revenues Golf GOP Golf Maintenance

Expense Net Profit

2023 56,233 $54.59 $3,070,090 $2,164,459 $1,171,414 $993,045 2024 58,020 $52.11 $3,023,843 $2,142,749 $1,186,906 $955,843 2025 53,221 $56.65 $3,014,982 $2,211,724 $1,247,739 $963,985

Year Total Memberships

Total Membership Revenue

2023 238 $585,881 2024 252 $654,595 2025 248 $674,044

Source(s): Stone Mountain Golf Club

Exhibit IV: Historical Annual Park Attendance by Attraction

Attendance

REGULAR Normal full price adult and child attractions tickets

DISCOUNT Flash sales, social media sales, Group-On

COMPLIMENTARY Employee free tickets, bring a friend free for members, other free tickets

CONSIGNMENT Special rates offered to companies or groups.

SPECIAL EVENTS Tickets for discrete, select events

GROUP SALES Tickets tied to company picnics, family reunions, etc.

IA/SKYRIDE SkyRide only tickets (no other attractions)

CATERED EVENTS Additional tickets sold at catered events

SEASON PASS

(MEMBERSHIP) Number of membership visits

Note: the attendance figures above are preliminary and reflect attendance at park attractions, not total entries to the park. These figures may change as additional information becomes available to SMMA. Such additional detail will be shared as promptly as possible with Offerors.

Source(s): Thrive SMP LLC Annual Attendance Reports

Exhibit V: Parking Passes and Estimated Individual Visitors

Data provided by the Stone Mountain Park team and primary research were leveraged to identify the number of unique individuals who visit the park. Using revenue data from parking and visitor party size from the research, individual guests to the park were estimated. Taking the total individuals from these sources suggests ~1.05M guests visiting Stone Mountain Park.

Stone Mountain's ticket, revenue, and accommodations data were used to estimate total guests excluding hikers. Overnighters who visited attractions were subtracted out of Crossroads and Skyride and Laser tickets to remove duplicates and derive unique individuals.

Note: the figures above are estimates based on annual parking pass sales and Thrive ticketing data. These figures may change as additional information becomes available to SMMA. Such additional detail will be shared as promptly as possible with Offerors.

Source(s): 2022 Integrated Insights report for Thrive SMP LLC

Parking Pass Type Cars Guests / Car Individuals Daily Parking 247,000 3.7 912,000 Parking Passes (Annual) 72,000 1.9 136,000

Totals 319,000 - 1,048,000

Individuals with Parking Passes

Attraction Appx. Individuals Crossroads Tickets 216,000 SkyRide + Laser Tickets 152,000 Golf Guests 99,000 Comp / Misc. Tickets 88,000 Campground Guests 75,000 Resort Guests 56,000 Mountain Memberships 19,000 Pow Wow Only 3,000 Platinum Mountain Membership 2,000 Hiking Guests (Annual Pass) 136,000

Total 846,000

Unique Individuals

Exhibit VI: 2026 Calendar of Planned Events

Source(s): Thrive SMP LLC

Exhibit VII: 2026 Park Operating Calendar

Exhibit VIII: Stone Mountain Park Driving Map

Exhibit IX: Stone Mountain Park Districts

Note: “Newly Acquired” and non-contiguous property in the map above is not eligible for inclusion in Offeror proposals.

Exhibit X: Asset Inventory

Asset Name Park Zone / Area Current Operator Future Operator Summit Skyride gondola Park Central Operator Operator

Summit Skyride gondola base building Park Central Operator Operator

Memorial Hall - Interpretive Center Park Central SMMA SMMA

Memorial carving Park Central SMMA SMMA

Memorial Lawn Park Central Operator Operator

Top of the Mountain building Park Central Operator Operator

Stone Mountain walk-up trail South Woods SMMA SMMA

Police and fire station Yellow Daisy SMMA SMMA

Stone Mountain Golf Clubhouse East Lake Operator Operator

Stonemont Golf Course East Lake Operator Operator

Lakemont Golf Course East Lake Operator Operator

Stone Mountain Campground East Lake Operator Operator

Atlanta Evergreen Lakeside Resort East Lake Operator Operator

Campground yurts East Lake Operator Operator

South Woods Gate South Woods Operator Operator

Main Gate Park Central Operator Operator

Confederate Hall South Woods SMMA SMMA

Hiking trails Various SMMA SMMA

Ticket plaza(s) Park Central Operator Operator

Historic Square and Meadow Park Central Operator Operator

Train station Park Central Operator Operator

Train and tracks Park Central Operator Operator

Adventure Outpost West Lake Operator Operator

Quarry exhibit West Lake SMMA SMMA

Washington W. King Bridge West Lake SMMA SMMA

Songbird Habitat & Trail South Woods SMMA SMMA

Playground South Woods SMMA SMMA

Historical & Environmental Education Center South Woods SMMA SMMA

Special events meadow Yellow Daisy Operator Operator

Public boat launch East Lake Operator Operator

Great Locomotive Chase Adventure Golf Park Central Operator Operator

Dinosaur Explore Park Central Operator Operator

Dinotorium Park Central Operator Operator

Safari tents East Lake Operator Operator

Grist Mill West Lake SMMA SMMA

Lakeside Public Beach East Lake Operator Operator

RV hookups East Lake Operator Operator

Campground laundry services East Lake Operator Operator

Campground comfort facilities East Lake Operator Operator

Stone Mountain Lake dam East Lake SMMA SMMA

Hotel laundry facilities Yellow Daisy Operator Operator

Memorial Hall - Admin. Offices Park Central SMMA SMMA

The Inn at Stone Mountain Park Park Central Inactive Inactive

Carillon West Lake Operator Operator

The Commons Restaurant East Lake Operator Operator

Waterside Restaurant East Lake Operator Operator

4-D Theater Park Central Operator Operator

Concession stands, cafes (in Village) Park Central Operator Operator

Marketplace Park Central Operator Operator

General Store Park Central Operator Operator

Adventure Center Park Central Operator Operator

The Great Barn Park Central Operator Operator

Annex (6826 James B. Rivers Drive) N/A Operator SMMA

This asset inventory includes major park assets but is not comprehensive.

Exhibit XI: Pro Forma Financial Template

Please see the accompanying Excel workbook for a pro forma financial template. Offerors are required to complete the template as part of their submission.

Terms and Conditions

5.1 RFP Submissions and Amendments

The Stone Mountain Memorial Association reserves the right to reject all proposals submitted in response to this request. Furthermore, SMMA reserves the right to amend the RFP prior to the date of proposal submission. Amendments will be sent to all Offerors who originally received a copy of the RFP.

5.2 Proposal Withdrawal

Prior to the proposal due date, a submitted proposal may be withdrawn by the Offeror by submitting a written request to the Issuing Officers named herein. All such requests must be signed by a person authorized to sign for the Offeror.

5.3 Cost for Preparing Proposals

The cost for developing the proposal is the sole responsibility of the Offeror. The SMMA will not provide reimbursement for such costs, nor for related legal and travel fees.

5.4 Lease / Concessionaire Agreement

The SMMA reserves the right to add provisions consistent with the successful Offeror's offer and to negotiate with the successful Offeror other additions to, deletions from, and/or changes in the language in the lease or concessionaire agreement, provided that no such addition, deletion or change in language would, in the sole discretion of the SMMA, affect the evaluation criteria set forth herein.

5.5 Single Vendor Responsibility

Should a vendor partner with one or more other vendors in submitting a proposal in response to this RFP, the proposal must designate one vendor as lead contractor with whom the SMMA will negotiate. No award will be made unless the proposal includes single vendor responsibility.

5.6 Conflict of Interest

If an Offeror has any existing client relationship(s) that involve the State of Georgia that would prevent their being objective, the Offeror must disclose such relationship(s).

5.7 Reasonable Use of Operator Assets

SMMA employees, management, and members of the governing board may, at no cost, utilize on-site hotel accommodations and may use on-site attractions at an employee-discounted rate, subject to reasonable availability and applicable policies. In addition, such individuals may access hotels, attractions, and other on-site facilities upon reasonable notice for purposes including inspections, reviews, information gathering, and oversight related to the owner’s interests and responsibilities.

5.8 Compliance with Georgia State Law

The Offeror shall comply with all applicable federal, state, and local laws, rules, and regulations, including all laws of the State of Georgia, in the performance of this RFP and any resulting contract.

Submission of a proposal constitutes the Offeror’s representation that it is fully knowledgeable of, and in compliance with, all such legal requirements. Failure to comply may result in disqualification or termination of any contract.

By submitting a response, the Offeror represents that it understands the Georgia Department of Administrative Services (DOAS) accounting standards and requirements. The Offeror further agrees that, if awarded a contract, it will comply fully with all applicable DOAS accounting standards and related financial reporting obligations.

5.9 Disclaimer

Information contained in any exhibit, table, or appendix of this RFP is provided for information purposes only and is not warranted as accurate by the SMMA. Each Offeror making a proposal should exercise its own due diligence to ascertain the information on which it chooses to base its proposal.

5.10 Policy on Drug-Free Workplace

The final award of a contract is contingent upon the contractor certifying to the State that a drug-free workplace will be provided for the Contractor's employees during the performance of the contract as required by the "Drug-Free Workplace Act" (O.C.G.A. 50-24-1).

5.11 Standards of Performance

SMMA desires to run a high-quality operation that is customer service oriented. To continue a comparable or better level of service, the lessee/concessionaire will be expected to meet certain performance standards to include, but not be limited to:

• Evergreen Conference Center and Resort lessee/concessionaire to maintain or exceed AAA 3-Diamond rating or equivalent rating from any successor or comparable agency.

• All attractions and retail operations – lessee/concessionaire is to present an operating plan for days and hours of operation for each attraction and retail operation by December 1 for the following year. Such plan is subject to reasonable amendment based on operating conditions.

Subject to force majeure and any such amendments to such plan, lessee/concessionaire is to achieve the plan's hours of operation 95% of the time monthly and to provide monthly reports to the SMMA to demonstrate this compliance.

• Railroad – lessee/concessionaire to comply with all applicable regulations of the Federal Railroad Administration.

• Food Service – lessee/concessionaire to maintain a food service inspection rating of at least 90% from the DeKalb County Health Department.

• Lessee/concessionaire will cause the Green Section of the Southeastern Region of the United States Golf Association to review the condition of the golf courses on an annual basis and report recommendations for their maintenance and improvement. Lessee/concessionaire will provide this report to SMMA along with a report on what recommendations will be implemented and explanation for why any recommendations were not implemented.

• All other assets and attractions– lessee/concessionaire is required to maintain the park assets and attractions (e.g., SkyRide, zipline) in good working order (i.e., free from visible defects from water damage, peeling paint, etc.) aligned with any unique safety requirements, and accounting for life and fire safety requirements.

5.12 Operations Manual

The selected Offeror shall agree to comply with an SMMA operations manual that defines required workflows, approval processes, and protocols for building and asset operation. The operations manual will be mutually developed and agreed upon by SMMA and the selected Offeror within three months of the selected Offeror’s start date. It will establish standard operating procedures, including requirements for reporting, documentation, and routine communications. The manual will serve as the governing framework for day-to-day operational coordination and oversight.

5.13 Assignability

The successful bidder shall not assign, transfer, or otherwise delegate the contract, in whole or in part, to any other vendor or entity without the prior written consent of the State. Any request for assignment must be submitted in writing and provide substantial advance notice of the contractor’s intent, including the rationale for the proposed assignment and the identity of the proposed assignee. Approval, if granted, shall be at the sole discretion of SMMA and may be subject to additional terms or conditions.

Any attempted assignment without such prior written approval shall be null and void and constitute a material breach of the contract.

5.14 Approval of New Assets and Capital Improvements

The selected Offeror shall be required to submit all proposed plans for new park assets, attractions, or capital improvements to SMMA for review and approval in advance. No expenditures shall be incurred, nor shall any construction or installation activities commence, unless and until the Offeror has received SMMA’s prior written approval. Such approval shall be a condition precedent to any commitment of funds or initiation of work related to the proposed asset or attraction.

5.15 Insurance Requirements

If an Offeror submits a response under a lease arrangement, the Offeror shall provide insurance coverage as follows:

• All buildings, other structures and improvements insured against loss or damage caused by fire, lightning, windstorm, hurricane, tornado, cyclone, hail, explosion, riot, civil commotion, aircraft, smoke, land vehicles, boiler explosion, collapse, vandalism, and sprinkler damage, and any other risks customarily included under either fire and extended coverage or so-called at-risk insurance policies, and loss of rents or up to twelve (12) months resulting from any insured event, with responsible insurance companies, legally licensed and authorized to transact business in the State of Georgia. Such coverage is to be in the amount of the full insurable replacement value of said buildings, other structures, and improvements.

Under either the lease scenario or concessionaire agreement scenario, the successful awardee will be responsible for:

• A policy of commercial general liability insurance with respect to premises, with a combined single limit of liability of not less than $10 million, subject to commercially reasonable deductible amounts, for bodily injury to or personal injury or death of any person and consequential damages arising therefrom, and for property damage, arising out of any one occurrence.

• An umbrella general liability policy with a limit of not less than $30 million, subject to commercially reasonable deductible amounts.

• An excess liability policy with a limit of not less than $50 million.

5.16 Lease Terms

Payments to SMMA Operator shall make the following regular payments to SMMA:

o Monthly lease payment, the amount to be determined jointly by SMMA and operator o A percentage of all…