Request for Proposal - Economic Consultant for Digital Signage Ordinance on Santa Monica's Third Street Promenade

The City of Santa Monica is seeking proposals from qualified economic consultants to conduct a comprehensive market study on digital signage for the Third Street Promenade and Santa Monica Place Shopping Center. The primary objective is to analyze advertising revenue generation and market saturation related to a proposed Digital Signage Ordinance. Specific deliverables include forecasting total market size, potential revenue generation by digital display count, and revenue growth trends over a 15-20 year period. The consultant must also evaluate advertising saturation's impact on consumer behavior, engagement rates, and advertiser return on investment. Vendor requirements include a minimum of 5 years of experience in the digital signage industry and knowledge of the greater Los Angeles advertising landscape. The RFP was released on July 24, 2025, with questions due by July 31, 2025, and proposal submissions required by August 21, 2025, at 3:00 pm. The initial contract term is five years, with a potential two-year renewal option at the City's discretion.

No specific set-aside designations or restrictions for disadvantaged enterprises were explicitly mentioned in the provided documents. The contract appears to be open to qualified economic consulting firms with relevant industry experience. The proposed contract value is not directly specified, though the Professional Services Agreement template suggests the compensation will be negotiated and not to exceed a predetermined amount. Insurance requirements are comprehensive, including Commercial General Liability ($1,000,000 per occurrence), Automobile Liability ($1,000,000 per accident), Workers' Compensation, and Professional Liability insurance ($1,000,000 per occurrence/$2,000,000 annual aggregate). Insurers must be California-authorized with an A.M. Best rating of at least A:VII. The City intends to use the study to inform the ordinance's regulatory framework and assist in negotiating future development agreements with signage operators, with the ultimate goal of helping the City Council implement permanent revisions to the City's Sign Code governing off-site digital displays.