The City is interested in identifying a firm to implement a Lifeguard Tower Advertisement Program.

The City of Long Beach is requesting proposals for a vendor to develop and operate a Lifeguard Tower Advertisement Program placing advertisements on approximately 25 lifeguard towers along the coastline, with proposals due July 8, 2025.

A 5-point local-vendor preference applies to Long Beach businesses operating from a residential location, and a 10-point preference applies to those operating from a brick-and-mortar or non-residential location within city limits. Vendors must hold a current Long Beach business license and seller's permit and affirmatively certify eligibility.

The selected vendor assumes full responsibility for advertising sales, installation, maintenance, and operations. The vendor must comply with California Coastal Commission guidelines and City Advertising Policies and obtain insurance coverage including $1,000,000 per occurrence commercial general liability, workers' compensation as required by California law, and $1,000,000 media professional liability per claim unless the City pre-approves advertising content. The contract does not impose operational or maintenance expenses on the City; the City anticipates a revenue-sharing model generating net positive revenue to the municipality. The financial proposal must specify the recommended revenue-sharing percentage, minimum annual guarantee to the City, estimated program revenue, and proposed payment schedule.

Evaluation criteria are weighted as follows: Organizational Capacity & Experience (35%), Project Plan/Method of Approach (25%), Advertising Display Design (15%), and Financial and Revenue Share Model (25%). Vendors with proven experience implementing lifeguard tower advertising programs for municipal or governmental entities, preferably in coastal California, are preferred.

The contract term is two years with three optional one-year renewals for a maximum five-year term. Questions are due June 3, 2025, with responses posted June 10. Interviews are anticipated in June 2025, contractor selection and negotiation in July 2025, and estimated contract execution in August 2025. Proposers must acknowledge receipt of Addendum 1 and Addendum 2 (timeline confirmation) with their proposals or risk disqualification.