PARKS & COMMUNITY SERVICES 23 Russell Boulevard – Davis, California 95616 530/757-5626 - FAX: 530/758-0204 – TDD: 530/757-5666 www.cityofdavis.org

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REQUEST FOR PROPOSALS Professional Graphic Design Services Deadline for Submissions: Friday, April 29, 2016 by 5:00 p.m. _____

Introduction and Purpose The City of Davis Parks and Community Services Department is soliciting proposals to establish a term contract with a professional graphic design firm or individual for design and production of its seasonal Recreation Schedule (Activity Guide), and a wide variety of “as needed” professional graphic and design services, such as brochures, flyers, posters, pullout maps, and other marketing materials. It is the intention of the Department to enter into a three year agreement to provide services beginning June 1, 2016 to June 30, 2019 inclusive, with the City having the option to renew said contract for up to two (2) additional one-year terms upon negotiated terms and conditions for each additional year (9-15 guides in total).

Background and Operating Philosophy Located in Yolo County, in the Central Valley of northern California, the City of Davis is situated 11 miles west of Sacramento, 72 miles northeast of San Francisco, and 385 miles north of Los Angeles. Davis is a universityoriented city of nearly 67,000. It has a unique university and residential community internationally known for its commitment to environmental awareness and implementing progressive and socially innovative programs. The City’s quality of life and vigorous progressive community is reflected in its small-town style and many wellknown symbols: energy conservation, environmental programs, parks & greenbelts, preservation of its urban trees, British red double-decker buses, bicycle paths, record number of bicycles per capita, and the quality of its educational institutions. The City of Davis Parks and Community Services Department (PCS) creates and enhances the quality of life for Davis residents and its visitors by providing a diverse array of quality programs, services and experiences. The Department is comprised of three distinct divisions, including Parks & Urban Forestry, Aquatics, and Community Services. The Department is funded through a combination of property taxes, grants and donations, and revenues derived from the sale of services. One of the many things that attract residents and visitors to the City of Davis is its abundance of recreational opportunities for all ages and abilities. A wide variety of recreation activities are provided for the community, including aquatics, alternative recreation for persons with disabilities, gymnastics and dance, outdoor education, specialty camps, special interest classes, teen services, senior services, youth and adult sports, paratransit services, and the rental of community facilities, athletic fields, parks and picnic areas. CITY OF DAVIS

As a City Department, we also value our community partners/neighbors and seek out those who share in our vision and common values:    

Accountability - Knowing what is expected and doing it

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Innovation - Leading the way to new possibilities

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Quality - Striving for excellence in the delivery of services

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Vision - Guiding decisions through a shared understanding of the department’s purpose and common values

“Can Do” Attitude - Embracing our work with a creative and optimistic outlook Fairness - Listening, evaluating and responding consistently without prejudice Inclusive - Making it possible for all members of the community to participate in our programs and services Leadership - Mentoring and empowering each other to act and grow in a supportive environment Making A Difference - Creating a positive experience by giving the unexpected Professional - Projecting a positive image to the community through proactive interactions that build confidence and credibility Service Minded/Oriented - Providing the best possible service by identifying and responding to the needs of our customers

Scope of Work This section describes the nature and scope of graphic design services desired, items to be supplied, and work to be completed for the completion of the contract. This scope of work shall be used as a basis for preparation of the proposal. Additional tasks or modifications to the scope of services that the consultant(s) feels will produce a more cost-effective project should be included in the final submittal. Task 1 – Project Management & Services The design firm will be required to provide the following services for each publication, but is not limited to:        

The production of the seasonal Recreation Activity Guide, including the design and layout with graphics, photos (stock and City owned) and maps Provide recommendations on alternative map options or park amenities for both internal/external customer use Compile and convert program information received in text format to camera ready format Design advertisements, assist in sending proofs to advertisers and place ads in the guide as needed for each publication Provide PCS staff with three complete proofs and provide changes as required Liaise with printing company on required formatting and forward Guide in its finished format Final product must be camera ready and color separated, ready for printing Provide a pdf or alternative format for web posting of each publication

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Work collaboratively and timely with PCS personnel and printer to produce the seasonal Recreation Activity Guide

Task 2 – Annual Schedule & Other Requirements The following schedule will be required for each year of the agreement, but is not limited to: 

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Up to a 68-page seasonal Activity Guide, published three times per year (Fall, Winter/Spring and Summer). The Activity Guide has both full color outside and inside covers, with one color work for all inside text and photos. Additional print specifications will be determined in coordination with consultant. This may be subject to change and if so, would be negotiated in discussion with the contractor. Production timelines are generally 5-7 weeks and are slated to begin production during the months of May (Fall Guide), September (W/Spr Guide) and December (Summer Guide). Both parties guarantee commitment to timelines and deadlines. Annual planning and review meetings with Senior Community Services Supervisor and other Department representatives as needed.

Task 3 – Deliverables Items covered under this task include, but are not limited to:  

Provide five (5) copies of a proposal submittal. Submittal shall also be provided to the City in electronic, PDF format. Submittals must remain valid for 90 days following closing time and date. Responses are irrevocable after the closing time and date.

Proposals shall clearly state the assumptions used to develop the scope of work and budget requirements, including project duration, staffing level, special considerations, etc. Proposal Content The proposal should include the following information: Section Cover Letter 1 2 3 4 5 6 7 8 9 10

Content Transmittal and Expression of Interest Firm Background and Experience Qualifications and Key Team Members Project Approach and Work Plan Project Schedule Conflict of Interest Statement Agreement Exceptions Insurance Requirements Resumes (for reference only) Supporting information Cost Proposal and Fee Schedule

Restrictions 1 page maximum 2 page maximum 3 page maximum 5 pages maximum 1 page maximum (11x17 allowed) 1 page maximum Length as necessary Length as necessary No restrictions No restrictions (electronic only) 2 page maximum

Recommended Detail Cover Letter This letter should be on the firm’s letterhead and addressed to the City project manager. Indicate the name of the firm submitting the proposal, its mailing address, telephone number, and the name, title and email address of the individual authorized to make representations on behalf of the firm if further information is desired. This letter should reflect the consultant’s project understanding and summarize critical issues, challenges, milestone tasks, and appropriate resourcing. The person signing the cover letter must be authorized to bind the proposing firm. (1 page maximum) Section 1 – Firm’s Profile and Experience Please describe the firm’s background, how the firm is organized, and information on the specific office that will be conducting the work. Describe the firm’s familiarity and experience with comparable graphic design projects and working with print companies. Identify any subconsultant or subcontractors, and percentage of work expected to be provided by each. Locations of subconsultants’ or subcontractor’s offices (and staff available at this office) shall be identified as well. (2 page maximum) Section 2 – Qualifications and Key Team Members The consultant shall identify the project manager and other key individuals and the responsibilities of each (resumes for these individuals may be provided in Section 8). Include the expected amount of involvement for each consultant team member. Include a list of current work commitments to other projects or activities in sufficient detail to show that the organization and all of the individuals assigned to the project will be available to complete the City’s project. Any changes in key personnel after the award of the project must be approved by the City before the change is made. It is critical to the project that the selected and named Project Manager remains with the project throughout its duration. This section should also include a minimum of three (3) projects completed in the last two years. Project references shall include the following key information for each project:    

Name of project, cost and date range consultant services were provided; Names of consultant’s project manager and key team personnel; Scope of the consultant team’s assignment on the project; Name, email address, and current phone number of the Agency Project Manager;

All key individuals listed should have professional references listed. References provided should be agency project managers or similar projects, or other responsible individuals who have recent, direct working experience with the proposed key individuals. References may be contacted as part of the selection process. (3 pages maximum)

Section 3 - Project Approach and Work Plan Please describe your firm’s understanding of the project and provide a clear statement of the general approach to be undertaken on the project, including the level of effort required for the work proposed. A Scope of Services should be prepared detailing the items listed above and any additional tasks as agreed upon with the City. The consultant is encouraged to include additional scope of service tasks that it feels should be included in the project. The cost and amount of time required to perform these additional services should be listed separately in the Cost Proposal. The Scope of Services should describe each step in the overall review, analysis, and completion of the work. A written summary of what information will be needed in order to complete the scope of work should also be provided relative to coordination with the City. This information may include, but is not limited to: a kickoff meeting, coordination with other City projects that are in process, any historical files for supplemental materials or reports, and point-of-contact. (5 pages maximum) Section 4 – Project Schedule Provide a schedule including deliverables for performing the tasks identified in the scope of work. The schedule should list all tasks indicating the start date and duration for the completion of the task. Functions carried out by others than the consultant should be clearly indicated. The project schedule may be produced in 11”x17” format if desired. (1 page maximum) Section 5 – Conflict of Interest Statement The prospective consultant shall disclose any financial, business, or other relationship with the City that may have an impact upon the outcome of this project. The prospective consultant shall also list current clients who may have a financial interest in the outcome of this project. (1 page maximum) Section 6 - Agreement Exceptions The consultant should address the acceptability of the terms and conditions for the City standard Agreement for Services contained in Attachment 1. Any proposed deviations and modifications to the agreement should be noted, with reasons given. Proposed agreement changes will require City Attorney approval. The City will not consider changes to the agreement once the selection process has been completed. Section 7 - Insurance Requirements The prospective consultant shall provide a summary of the firm's current insurance coverage for comprehensive, general liability, professional liability, automotive liability, and worker's compensation insurance. Indicate the limits of coverage on each policy. City required endorsements and minimum coverage limits must be provided at time of agreement execution (Attachment 1). A copy of insurance shall be provided to the City within one month prior to commencing service.

Section 8 – Resumes Resumes of key personnel to be assigned to the project should include information on specific projects the individual has been involved with, clearly showing experience relevant to the project. Use of this section is left to the consultant’s discretion. Section 9 - Supporting Information Support information may include example documents from previous comparable projects. Please include a minimum of three (3) applicable work samples for consideration. Sample materials will be returned to the consultant upon a final contract award. Section 10 - Cost Proposal & Fee Schedule The proposal should include a detailed scope of work and associated fee to complete the scope, by task, along with an hourly fee schedule. The fee schedule should clearly indicate effective dates, applicable escalation clauses, miscellaneous billable costs, and any other expense that may be incurred by the City, in addition to hourly rates. Please include a cost proposal either by individual publication and/or on an annual basis (3 issues). Basis for Selection The City shall take into account any matters it considers appropriate in selecting the most qualified consultant(s), with the proposal submittal being the primary basis for the City’s selection of the short list of consultant(s). Short listed candidates may be invited to interview with the City within a few weeks after submission of proposal. Upon completion of interviews, the selection review panel will recommend one consultant or consultant team to be awarded the contract for professional graphic design services for the Department. Evaluation criteria will include, but will not be limited to, the following: General Compliance:

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The consultant’s conformance and responsiveness to the Request for Proposal package The consultant’s understanding of the project Project approach – input process, conceptual design and any suggested refinements to the deliverables and tasks The consultant’s qualifications, experience and resources with similar projects The consultant or team’s organizational structure – key personnel proposed for the project and their respective qualifications The proposed timeline of tasks, deliverables, and completion of project The quality and effectiveness of written documents submitted Client references for public projects led by the proposed Project Manager (at least 3 references are required) Professional hours and fees required to complete the project task and deliverables

Knowledge:  Thorough understanding of the visual medium and its effective use in designing marketing communication  Balanced understanding of design and communication objectives  Understanding of color, composition, layout, production techniques, and different mediums  Knowledge of printing production processes and their implications for design  Artistic ability to visualize and conceive new concepts and designs Skills/Abilities:  Proven experience in design for web and print  Expert knowledge and ability in use of computer applications (i.e. InDesign, Photoshop, Illustrator, Dreamweaver)  Exceptional English writing/punctuation/grammar skills  Excellent time management skills  Ability to work as a collaborative team member  Ability to take direction and constructive criticism  Ability to work with accuracy and speed under periodic pressure  Cheerful and courteous, with a positive attitude Estimated Schedule The following milestones have been identified. Proposers shall demonstrate their ability to meet the schedule, and suggest any means by which the schedule may be accelerated.      

Invitation Extended to Consultant(s) Deadline for RFP questions Sent via email to [email protected] Responses to questions provided Proposal Submission Deadline (Postmarks, facsimile & emails not accepted) Interviews for top Candidates Bid Award

April 1, 2016 April 15, 2016 5:00 p.m. April 22, 2016 5:00 p.m. April 29, 2016 5:00 p.m. May 9- 13, 2016 End of May

Questions about the Request for Proposal package should be made in writing and emailed to [email protected] or mailed to 23 Russell Boulevard, Davis CA 95616. All requests for information or questions must be submitted by 5:00 pm on April 15, 2016. Questions via phone will not be accepted. The City reserves the right to modify this Request for Proposal package at any time prior to the proposal due date, or to extend the proposal due date, or to cancel this Request for Proposal package at any time. The City further reserves the right to reject any and all proposals for any reason or to accept any proposal received which the City, in its sole unrestricted discretion deemed most advantageous to itself. The lowest or any proposal may not necessarily be accepted. The consultant acknowledges the City’s rights und this clause and absolutely waives any right of action again the City for the City’s failure to accept its proposal whether such right of action arises in contract, negligence, bad faith or any other cause of action. The acceptance of any proposal is subject to funds being

legally available to complete this transaction and/or approval by the City Council or the officer or employee of the City having authority to accept the proposal. The City of Davis is not responsible for any loss, damage or expense incurred by a consultant as a result of any inaccuracy or incompleteness in the RFP, or as a result of any misunderstanding or misinterpretation of the terms of this RFP on the part of the Consultant. Further, the City of Davis is not liable for any costs incurred in the preparation of the proposal submittals. Proposal Submissions Five (5) bound copies and one electronic (pdf format) copy of the proposal, with attachments, must be submitted via post (not email) or in person to the following address no later than 5:00 pm on Friday, April 29, 2016. City of Davis Parks & Community Services Department Professional Graphic Design Services RFP Attn: Tamiko Kwak, Senior Community Services Supervisor 23 Russell Boulevard Davis, CA 95616 Please limit submittals to a maximum of 24 pages (12 double sided sheets) including cover letter and content. Applications must be received in the Parks & Community Services office by the stated deadline; postmarks are not acceptable. Incomplete proposals or proposals received after the posted date and time will not be accepted – NO EXCEPTIONS. Please do not send your submittals via phone facsimile, or email, as they will not be accepted for consideration.