On-Vehicle Advertising

The Regional Transportation District (RTD) in Denver County, Colorado, is soliciting proposals for an On-Vehicle Advertising contract (RFP 125DO003) to manage advertising sales, display, installation, maintenance, and removal across its transit fleet. The contract will cover commercial advertising, RTD messaging, corporate partnership programs, media trades, and public service messages on interior and exterior spaces of buses, light rail vehicles, commuter rail vehicles, and shuttle services. Proposers must submit two alternative revenue proposals: one including window advertising and another excluding window advertising. The RFP was released on September 2, 2025, with a pre-proposal briefing scheduled for September 19, 2025, and proposals due by October 16, 2025, at 2:00 pm. The initial contract period will run from the Effective Date to December 31, 2026, with potential for two additional one-year options. Evaluation criteria will assess the proposer's experience, implementation understanding, revenue proposal, and production and installation rates, with a total possible score of 100 points. Key requirements include comprehensive advertising management, adherence to RTD's advertising policy, and maintenance of high-quality installation standards.

While no specific participation goals have been established, RTD encourages subcontracting opportunities with Disadvantaged Business Enterprises (DBEs) and Small Business Enterprises (SBEs). The contract includes a revenue-sharing model with a Minimum Annual Guarantee (MAG) of at least $2.0 million per year, totaling $14 million over the seven-year term. Historical revenue data indicates annual revenues ranging from $3.4 million to $5.2 million, with RTD receiving 60-70% of net advertising revenue. Proposers must provide three years of financial statements and demonstrate the ability to maximize net revenues for RTD. The advertising inventory includes 955 buses, 201 light rail vehicles, and 66 commuter rail vehicles, offering extensive advertising opportunities across multiple vehicle types and routes. RTD reserves the right to reject all offers and re-solicit or cancel the RFP if deemed in its best interest. The successful contractor will be responsible for all advertising sales, production, and installation costs, with specific restrictions on advertising content and placement to maintain the integrity of RTD's transit system.