RFP P50731 Digital Out of Home In-Tunnel Advertising

The Metropolitan Atlanta Rapid Transit Authority (MARTA) issued Request for Proposals (RFP) P50731 on September 22, 2025, seeking qualified firms to design, build, finance, operate, and maintain a turn-key digital out-of-home in-tunnel media system capable of displaying full-motion video advertising content, "Voice of MARTA" announcements, and digital art. The procuring agency requires a comprehensive solution that integrates seamlessly with existing MARTA infrastructure, with the contractor assuming all costs for installation, operation, and maintenance, including private data connections, power supply, tunnel wall mounting, and cybersecurity compliance. Key evaluation criteria include technology and system characteristics, operational integration capabilities, company experience and references, revenue proposal structure, service delivery strategy, financial capabilities, and Equal Employment Opportunity and Disadvantaged Business Enterprise (DBE) compliance. The procurement timeline includes a mandatory pre-proposal conference on October 6, 2025, at 1:00 p.m. via Microsoft Teams followed by a mandatory site visit requiring Wayside certification (RSVP required by September 26, 2025); a question submission deadline of October 8, 2025, at 11:59 p.m.; and a proposal submission deadline of November 3, 2025, at 2:00 p.m. at the MARTA Annex Building, 2400 Piedmont Road N.E., Atlanta, Georgia. Questions should be directed to Reshaunna Austin at raustin1@itsmarta.com.

MARTA has established a 12% Disadvantaged Business Enterprise (DBE) participation goal for this project. The contract term is ten years from the date of the Notice to Proceed, with five one-year renewal options at MARTA's discretion, structured with individual line items for digital out-of-home in-tunnel advertising services. Compensation will be structured as a Minimum Annual Guarantee (MAG) equal to the greater of either a fixed annual fee or a percentage revenue share of total advertising revenues, with monthly payments due on the fifth day of each month or within fifteen days of the monthly true-up calculation. Interested proposers must demonstrate financial capability by providing audited financial statements for the past three years and maintain comprehensive insurance and bonding as specified in contract exhibits. No incumbent vendor, current contractor information, budget range, or contract award value has been disclosed in the available documentation; complete RFP documents including detailed technical specifications and financial obligations are available for download on MARTA's website at www.itsmarta.com under "Current Opportunities."