Pouring Rights

The National Western Center Authority (NWCA) is soliciting proposals for exclusive non-alcoholic beverage pouring rights across its facilities in Denver, Colorado. This Request for Proposal (RFP) seeks a sponsorship partner to provide beverage products, equipment, and marketing support for a three-year term beginning January 1, 2026, with potential renewal options up to ten years. The procurement covers a comprehensive range of non-alcoholic beverages including soft drinks, energy drinks, ready-to-drink teas and coffees, sports drinks, and waters. The contract includes distribution rights across approximately 10 fountains, 20 bar guns, 15 single-door coolers, and 30 double-door coolers, with extensive branding opportunities at venues like the Sue Anschutz-Rodgers Livestock Center and Stockyards Events Center. Key proposal deadlines include January 8, 2025, for one-on-one meeting requests, February 7, 2025, for final RFP comments, and February 18, 2025, at 11:59 AM for final proposal submission. Evaluation criteria appear to emphasize marketing potential, financial projections, and community engagement, with the venue anticipating over one million annual attendees and $7.6 million in current concession revenue.

The RFP does not explicitly outline specific set-aside designations or restrictions for disadvantaged enterprises. The potential contract includes an annual fee of $297,800 and projected sales revenues ranging from $18,871,466 in 2027 to $29,275,838 by 2036, with a consistent net income before taxes of approximately 9.67%. The sponsorship opportunity provides extensive marketing benefits, including campus-wide signage, concession branding, digital platform exposure, and sponsorship of high-profile events like the National Western Stock Show's rodeo and horse show. The NWCA emphasizes community engagement, particularly in the Globeville and Elyria-Swansea neighborhoods, and encourages proposers to demonstrate sustainability practices and local economic impact. While no incumbent vendor is specified, the contract offers significant exposure across multiple venues hosting over 1.2 million annual visitors, with additional benefits such as event tickets and VIP access for the selected beverage partner.