REQUEST FOR PROPOSALS: RFP 23-009 - Naming Rights for Amphitheater

Agency: City of Powder Springs
State: Georgia
Type of Government: State & Local
Category:
  • U - Education and Training Services
Posted: Jan 5, 2024
Due: Feb 23, 2024
Publication URL: To access bid details, please log in.
REQUEST FOR PROPOSALS: RFP 23-009 - Naming Rights for Amphitheater

The City of Powder Springs is soliciting proposals to associate a corporate name with the City’s public assembly/outdoor entertainment amphitheater. This opportunity will forge a partnership between the private and public sectors. For the corporate partner, naming rights can mean far more than traditional advertising and marketing buys. Naming rights will give the corporation an opportunity to showcase its’ products/services at the facility, while creating a cost-efficient method to advertise and brand itself.

Proposals will be received by the City of Powder Springs at the office of the City Clerk, 1114 Richard D. Sailors Parkway, Powder Springs, GA 30127 until noon Feb. 23, 2024. Each Proposal must be submitted in a sealed envelope or box, addressed to the City at the above referenced address. Each sealed envelope or box containing a Proposal must be plainly marked on the outside “City of Powder Springs Amphitheater Naming Rights." If forwarded by mail, the sealed envelope containing the Proposal must be enclosed in another envelope addressed to the City of Powder Springs, Georgia, c/o City Clerk, 1114 Richard D. Sailors Pkwy., Powder Springs, GA 30127

The City reserves the right to take all proposals received under advisement for a period not to exceed ninety (90) days after the date upon which such proposals are opened and declared, and all proposals submitted shall remain valid and subject to enforcement during that period of time.

  1. RFP 23-009 - Naming Rights for Amphitheater (PDF)

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AMPHITHEATER
AT DOWNTOWN PARK
REQUEST FOR PROPOSALS (RFP)
FOR NAMING RIGHTS AGREEMENT
REQUEST FOR PROPOSALS
NAMING RIGHTS AGREEMENT FOR THE CITY OF POWDER SPRINGS
AMPHITHEATER AT DOWNTOWN PARK
Request for Proposal Number: 23-009
Issue Date: January 5, 2024
Issued By:
City of Powder Springs, GA
4484 Marietta Street
Powder Springs, Ga. 30127
I. OVERVIEW
The City of Powder Springs Ga. has begun construction of a new downtown park located at
4485 Pineview Drive, Powder Springs, Ga. 30127. Included in the park will be an amphitheater
that will host numerous concerts and special events year-round. The amphitheater will be the
primary amenity of the park and will bring tens of thousands of visitors and residents to the
park each year. The park/amphitheater will serve as the centerpiece of a downtown
revitalization program by the city aimed at bringing new events/activities as well as new
businesses into the downtown area. Accessibility to the park is easily available by car as well
as through the trail system within the city. An additional trail connection with the Silver Comet
Trail will make getting to the downtown park easy by bicycle as well as by foot.
II. PURPOSE
The purpose of this Request for Proposals is to associate a corporate name with this public
assembly / outdoor entertainment facility. This opportunity will forge a partnership between the
private and public sectors. Public sector financial benefits include the enhancement of
marketing budgets to attract new concerts and special events, venue upgrades and continued
facility capital improvements.
For the corporate partner, naming rights can mean far more than traditional advertising and
marketing buys. Naming rights will give the corporation an opportunity to showcase its’
products/services at the facility, while creating a cost-efficient method to advertise and brand
itself.
The appeal of Amphitheater naming rights extends beyond local audiences to concerts and
special event attendees from across the State and Region. This diversity of clientele is extremely
valuable and difficult to reach in an effective manner, and as such gives the corporate partner
an excellent marketing tool.
The naming rights package, while garnering thousands of impressions annually, also gives the
corporation extensive signage, public relations, and promotional opportunities not available in
most media placements.
Therefore, the overall objective of this naming rights Request for Proposal is to effectively
identify one regionally based corporation that can create a successful partnership that enhances
the company’s community marketing efforts and image while offering the City of Powder
Springs revenue to continue to attract and develop new business for the region.
III. AMPHITHEATER GENERAL INFORMATION
The Amphitheater is in beautiful downtown Powder Springs formerly known as the town
square. It is surrounded by local businesses, government offices, trails, and new residential
properties making it a popular gathering area for year-round activities as well as a place to come
and relax in a safe and convenient recreational area.
Within the park, the City of Powder Springs will host numerous year-round special events that
will provide additional Amphitheater partner exposure. Current events include Christmas
Parade and Tree Lighting, multiple road races/fun runs, 4th of July Celebration, National Day
of Prayer, Earth Day activities, and National Night Out. Since implementation the city has
added new events/programs to include, but not limited to, movie nights, school programs,
brown bag lunch concerts, and additional festivals. The amphitheater serves as the sole venue
to the annual summer concert series featuring national recording artists as well as emerging
local talent with a projected attendance of five to seven thousand per concert. Concerts will be
held from May-September with a minimum of one show per month.
IV. SELECTION CRITERIA DETAILS
Financial Proposal- Respondent shall outline its financial proposal including, but not limited
to, payment plan and escalation factors in sufficient detail so that a thorough analysis of the
proposal may be performed. In valuing naming rights, corporations generally consider the
following attributes:
Proposed term of the contract
Number and type of events at the facility
Annual attendance
Demographics of the audience
Media exposure
Value of benefits in package
Comparative analysis with other similar facilities
Competition for the opportunity in the market
The City desires the payment plan to consist of a payment of fifty percent (50%) of the naming
rights fee in advance and the balance to be paid in equal annual installments over the term of
the agreement.
Term- A minimum term of five (5) years must be contemplated. Renewal options may be
included in the proposal.
Exclusivity- Respondent shall define the entities that are within the Respondent's area of
business which it desires to preclude from having naming rights for areas within the park. The
City intends to avoid the granting of naming rights for other areas within the park to entities
which are in the same area of business of the successful Respondent.
Proposed Name of Amphitheater- Respondent shall propose alternative names for the facility.
These will be discussed more fully during the negotiation process, with the City of Powder
Springs having final approval authority of the name of the facility and the facility logo. The
successful Respondent will be required to license the right to include any trademarks which are
included in the facility name and facility logo.
Marketing Initiatives- Respondent must outline how it will enhance the Amphitheater
operation with marketing support in the form of media, promotions, and community projects.
Financial Stability- Respondent must submit with proposal sufficient evidence of financial
stability.
Respondents are welcome to include any additional information deemed appropriate for
consideration.
Park Attendance
The average annual Concert and Special Event patron attendance at the downtown
park/amphitheater is expected to grow dramatically each year. Additionally, the park has a
splash pad, picnic tables, and other recreational amenities that will draw residents year-round
to enjoy.
Individuals attending events at the Amphitheater will come from the local area as well as from
all over the Southeastern United States. An estimated 75% of the Amphitheater attendees will
be from the local Powder Springs / Cobb, Paulding, and Douglas County area. The other 25%
will travel up to 100 miles attending a concert or festival / event adjacent to the Amphitheater.
V. BENEFITS IN THE NAMING RIGHTS PACKAGE
Everything possible is done to assure that the facility is properly branded in the
community, throughout the State of Georgia and Southeast region of the United States. All
events using the facility will require use of the name and logo of the facility in their
advertisements and/or publications.
The Downtown Park/Amphitheater is an open public park when not in use for concerts and
other city scheduled events. This will bring in thousands of park patrons annually providing
additional exposure.
Signage will be allowed on the amphitheater building itself as well as directional signage will
be placed in various locations throughout the city.
Listed below are the benefits that will be made available to our naming sponsor. A
more comprehensive and detailed listing of benefits and business partnerships will
be developed in conjunction with the naming rights partner.
Name and logo identification in all official facility references
Press conferences name/ logo inclusion on podium and backdrop
All Media correspondence
Media placement- TV, Radio, and Print
Public event advertising. All visual advertising is required to include the facility mark,
ensuring branding of the facility and naming rights partner.
Website with links
Facility related publications
Tickets to events (when applicable)
Facility brochures
Merchandise- if applicable
Advertising/Promotional literature
Sponsorship exclusivity in the sponsor’s category- both product and/or service usage
and in advertising.
Right to utilize the sponsorship and facility name and/or logo in its own advertising.
Product or service usage in a business partnership at the facility.
VI. Request for Proposal Response Process:
The process for selecting an appropriate corporate partner for naming rights is
designed to attract competitive bids from companies supportive of increasing the City of
Powder Springs image and reputation.
Criteria for selection- Prospective corporations will be appraised based on categories
deemed most appropriate for a successful partnership.
This is the opportunity summary page. You are currently viewing an overview of this opportunity and a preview of the attached documentation. For more information, please visit the Publication URL Web page.
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