07-08-19 Commission Workshop
City of Atlantic Beach
Amended Agenda
Commission Workshop
Monday, July 8, 2019 - 5:30 p.m.
Commission Chamber
City Hall, 800 Seminole Road
Page(s)
CALL TO ORDER
1. OVERVIEW
1.A.
Branding and Signage Initiative (RFP 19-03)
RFP 19-03 Community Branding and Signage Initiative Staff Report
w/attachments & links
3 - 17
2. PRESENTATIONS
*
2.A.
Aqua Communications Marketing Design
Aqua Communications Marketing Design's RFP submission
*
2.B.
Axia
Axia's RFP submission
3. COMMISSION DISCUSSION
4. PUBLIC COMMENT
ADJOURNMENT
Please note: This meeting will be live-streamed and videotaped. The video recording will be posted
within four business days on the City's website at www.coab.us. To access it, click on the Meeting
Videos tab on the home page or contact the City Clerk at 247-5809 or dbartle@coab.us.
Any person wishing to speak to the City Commission on any matter at this meeting should submit a
request to the City Clerk. For your convenience, forms for this purpose are available at the entrance to
the Commission Chamber.
In accordance with the Americans with Disabilities Act and Section 286.26, Florida Statutes, persons
with disabilities needing special accommodation to participate in this meeting should contact the City
Clerk’s Office by 5:00 PM, the Friday prior to the meeting.
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Page 2 of 17
CITY OF ATLANTIC BEACH
CITY COMMISSION MEETING
STAFF REPORT
AGENDA ITEM: RFP 19-03: Community Branding and Signage Initiative
Presentations by two firms: (1) Aqua Marketing Communication Design
and (2) Axia
SUBMITTED BY: Amanda Askew, Principal Planner
TODAY’S DATE: June 26, 2019
MEETING DATE: July 8, 2019
BACKGROUND:
On April 5, 2019, the City issued Request for Proposal # 19-03 Community Branding and Signage
Initiative. The requested scope of work identified three phases:
Phase 1: An internal audit of the city’s current brand/marketing, community attribute
assessment, historic marketing/communications/brands and stakeholder/community input.
Phase 2: An external audit reviewing past research, market research covering existing view
and beliefs about the community, proposed brand strategy, development of potential brands
and review of proposed brands by stakeholders.
Phase 3: A pilot message and brand standards manual, and a plan for the application and use
(including a developing a community brand culture and marketing communications plan
development).
Four firms submitted proposals and, after staff review, two firms – Aqua Marketing
Communication Design and Axia – have been invited to give 15-minute presentations at the City
Commission workshop at 5:30 p.m. July 8.
Staff’s score sheet from its review of the four proposals is attached. Also, links to the four
proposals are provided below.
BUDGET:
$50,000 is budgeted in FY 2019-20 in the Convention Development Tax Fund for community
branding and signage design.
RECOMMENDATION:
Staff requests that the Commission provide it direction regarding whether to proceed with
negotiating a Community Branding and Signage Initiative agreement with one of the two firms
that make presentations at the July 8 workshop.
Agenda Item #1.A.
08 Jul 2019
Page 3 of 17
ATTACHMENTS: 1. RFP 19-03
2. Score sheet
LINKS: 1. Aqua Marketing Communication Design (Wellington, Fla.) RFP
submission
2. Axia (St. Petersburg, FL) RFP submission
3. The Brand Advocates (Miami, Fla.) RFP submission
4. Cubic Creative (Tulsa, OK) RFP submission
REVIEWED BY CITY MANAGER: _________________________________________
Agenda Item #1.A.
08 Jul 2019
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CITY OF ATLANTIC BEACH
**REVISION NO. 2 - MAY 01, 2019**
REQUEST FOR PROPOSAL NO. 19-03
COMMUNITY BRANDING AND SIGNAGE INITIATIVE
Date of Issue: April 05, 2019
DUE BY 3:00 PM FRIDAY, May 03, 2019 May 10, 2019
ATTENTION: PROCUREMENT MANAGER
800 SEMINOLE ROAD, ATLANTIC BEACH, FLORIDA 32233
All information regarding this Request for Proposal is available on the City’s web site at
www.coab.us/bids.aspx
Agenda Item #1.A.
08 Jul 2019
Page 5 of 17
City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
CITY OF ATLANTIC BEACH
REQUEST FOR PROPOSAL NO. 19-03
COMMUNITY BRANDING AND SIGNAGE INITIATIVE
SECTION I General Terms and Conditions
Obtain Documents
Bidders may obtain one set of bidding document forms from:
Patricia Drake, Procurement Manager
City Hall
800 Seminole Road, Atlantic Beach, FL 32233
Phone: 904-247-5880 pdrake@coab.us
Documents are available for download at:
http://www.coab.us/bids.aspx
Responses Due
Sealed proposals will be received by the Procurement Manager, City Hall, 800 Seminole Road, Atlantic Beach, Florida 32233 until
3:00 p.m. on Friday, May 03, 2019 May 10, 2019. It is the bidder’s responsibility to assure that your proposal is delivered at the proper
time to the Procurement Manager. Proposals, which for any reason are not so delivered, will not be considered. All proposals received
after the date and time specified will not be accepted.
Pursuant to Florida Statutes Section 119.071(1)(b)1.a., sealed bids or proposals received by an agency pursuant to invitation s to bid or
requests for proposals are exempt from s. 119.07(1) and s. 24(a), Art. I of the Stat e Constitution until such time as the agency provides
notice of a decision or intended decision pursuant to s. 120.57(3)(a) or within 10 days after bid or proposal opening, whiche ver is earlier.
Preparation of Proposals
Proposals shall be made according to the template furnished by the City. Submit one (1) original clearly marked on the outside of the
envelope - “ORIGINAL” and (2) copies, clearly marked on their envelopes – “COPY”. See Proposal Format on Page 10 for
additional requirements.
Proposals shall be signed in ink with the name of the bidder typed below the signature. Where the bidder is a corporation, limited
partnership, limited liability company, or other entity other than an individual, proposals must be signed by an authorized r epresentative
of the entity in ink, in longhand (with the typed or printed name of the signer, as signed, below the signature) with the leg al name of the
entity followed by the name of the entity’s state of incorporation or registration and the legal signature of an of ficer authorized to bind
the entity to a contract. A bidder may be requested to present evidence of his, her, or its experience and qualifications and the entity’s
financial ability to carry out the terms of the contract.
Proposal Submittal
Proposals shall be submitted directly to the Procurement Manager in City Hall, in an opaque, sealed envelope or box. Identify the
package with the following name:
PROPOSAL NAME
PROPOSAL NUMBER
PROPOSAL DUE DATE
NAME OF COMPANY/INDIVIDUAL SUBMITTING PROPOSAL
Submit proposal in accordance with the instructions listed herein regarding time, place and date required. Responses received after the
time requirement will NOT be opened and will NOT be considered for award. It is the sole responsibility of the respondent to be sure
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
his/her response is delivered directly to the Procurement Manager by the required time and date, and that the response is properly sealed
and labeled as required. The City will not be responsible for any proposal delivered incorrectly or to the wrong address or location.
Tentative Calendar of Events*
1 RFP Issue Date Friday, April 05, 2019
2 Responses Due to Procurement Manager Friday, May 03, 2019 May 10,
2019 by 3:00 p.m.
3 Possible Short Presentations, Evaluation and Ranking if deemed
necessary by the City
Presentations will be scheduled
the week of May 13th, 2019 if
necessary If deemed necessary,
presentations will requested.
Presentation dates are to be
determined.
4 Commission Meeting – Possible Oral Presentations and Final Ranking June 03, 2019 at 6:00 p.m. To Be
Determined
*All times, dates and actions are subject to change. All meetings are publicly posted and open to the public under the Sunshi ne
Law.
Basis of Bids/Proposals
The words “BID” and “PROPOSAL” shall be interpreted to have the same meaning for purposes of these specifications, terms and
conditions. Bidder will include all cost items; failure to comply may be cause for rejection. No segregated bids or proposals , or
assignments will be considered. It is the intent of the City to promote competitive bidding. It shall be the responsibility of the bidder to
advise the Procurement Manager of any language, requirements, etc. or any combination thereof, which the bidder feel s may
inadvertently restrict or limit the requirements stated in this Request for Proposal (“RFP”) to a single vendor or manufactur er. Such
notification must be made in writing no later than 4:00 PM Thursday, April 25, 2019.
Bid Prices
The proposer warrants by virtue of bidding that the prices, terms and conditions quoted in this bid will be firm for a period of ninety
(90) days from the proposal’s due date unless otherwise specified by the proposer, and shall not be amended after the date and time of
the due date. Any attempt by a successful proposer to amend said prices except as otherwise provided herein shall constitute a default.
Contract Award
The City reserves the right to award one (1) contract to the most qualified MARKETING INDIVIDUAL/FIRM, as determined by the
CITY STAFF.
Modifications and Withdrawals
Proposals cannot be modified after submitted to the City. Proposers may withdraw proposals at any time before the pro posals due date.
HOWEVER, NO PROPOSAL MAY BE WITHDRAWN OR MODIFIED AFTER THE PROPOSALS DUE DATE AND TIME.
Disqualifications
The City of Atlantic Beach reserves the right to disqualify bids/proposals, before or after opening, upon evidence of collusion with intent
to defraud or other illegal practice upon the part of the bidder. (See Non-Collusion Affidavit form) Bidder also warrants that no one was
paid or promised a fee, commission, gift or any other consideration contingent upon receipt of an award for the services or p roduct(s)
and/or supplies specified herein.
Drug-Free Workplace
The City of Atlantic Beach is a Drug Free Workplace. It is strongly suggested that the attached Drug Free Workplace Form be s igned
and returned to this office with the proposal if a Drug-Free Workplace program is in place.
Public Entity Crimes Statement
Pursuant to Subsections 287.133(2) and (3), F.S., “a person or affiliate who has been placed on the convicted vendor list fol lowing a
conviction for a public entity crime may not submit a bid, proposal, or reply on a contract to provide any good s or services to a public
entity; may not submit a bid, proposal, or reply on a contract with a public entity for the construction or repair of a publi c building or
public work; may not submit bids, proposals, or replies on leases of real property to a pub lic entity; may not be awarded or perform
work as a contractor, supplier, subcontractor, or consultant under a contract with any public entity; and may not transact bu siness with
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
any public entity in excess of the threshold amount provided in s. 287.017 for CATEGORY TWO for a period of 36 months following
the date of being placed on the convicted vendor list.”
Anti-Collusion Requirement
Under no circumstances shall any prospective proposer, or any person or persons acting for or on behalf of any said prospective proposer,
seek to influence or gain the support of any member of the City Commission or the City Staff favorable to the interest of any prospective
proposer or seek to influence or gain the support of any member of the City Commission or City S taff against the interest of any
prospective proposer. Any such activities shall result in the exclusion of the prospective proposer from consideration by the City.
Minority and Women Owned Business Enterprise (M/WBE)
M/WBEs are encouraged to participate in the proposal process.
Regulations
Violation of any local, state or federal law in the performance of this Agreement shall constitute a material breach of this Contract.
Agreement
The resulting AGREEMENT or CONTRACT, which shall include these General and Special Conditions and all Amendments or
Addenda issued by the City, contains all the terms and conditions agreed upon by all parties. No other agreements, oral or ot herwise,
regarding the subject matter of this AGREEMENT/CONTRACT shall be deemed to exi st or to bind either party hereto. All proposed
changes must be submitted to the City in writing, and approved by the City in writing prior to taking effect.
Use of Other Contracts
The City of Atlantic Beach reserves the right to utilize other MARKETING INDIVIDUALS/FIMRS, if in the best interest of the City.
Termination/Cancellation of Contract
The City reserves the right to cancel the contract without cause with a minimum thirty (30) days written notice. Upon such te rmination
for convenience, successful bidder shall be entitled to payment, in accordance with the payment provisions, for services rendered up to
the termination date and the City shall have no other obligations to successful bidder. Successful bidder shall be obligated to continue
performance of contract services, in accordance with this contract, until the termination date and shall have no further obligation to
perform services after the termination date.
Termination or cancellation of the contract will not relieve the bidder of any obligations or liabilities resulting from any acts committed
by the bidder prior to the termination of the contract.
Reserved Rights
The City reserves the right to accept or reject any/or all submissions, to accept all or any part of the submission, to waive irregularities
and technicalities, and to request resubmission, if it is deemed in the best interest of the City.
The City, in its sole discretion, may expand the scope of work to include additional requirements. The City reserves the righ t to
investigate, as it deems necessary, to determine the ability of any Proposer to perform the work or services requested. The Proposer
upon request shall provide information the City deems necessary in order to make a determination.
Amendment
The awarded MARKETING INDIVIDUAL/FIRM understands and agrees the contract constitutes the sole and complete understanding
between the parties and supersedes all agreements between them, whether oral or written with respect to the subject matter. N o
amendment, change, or addendum to the contract is enforceable unless agreed to in writing by both parties and incorporated into this
contract. The City Commission may agree to amendments that do not increase compensation to awarded Proposer. The City Commission
shall approve all increases in compensation under the contract.
Assignment
The awarded MARKETING INDIVIDUAL/FIRM shall not assign any interest in the contract and shall not transfer any interest in same
(whether by assignment or novation) without prior written consent of the City Commission except that claims for the money due or to
become due the awarded Proposer from the City under the contract may be assigned to a financial institution or to a trustee i n bankruptcy
without such approval from the City. Notice of such transfer or assignment due to bankruptcy shall be promptly given to the City.
Agenda Item #1.A.
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
Laws & Regulations
The successful bidder at all times shall be familiar with and observe and comply with all Federal, State, Local, and Municipa l laws,
codes, ordinances, rules and regulations which in any manner may apply and those which may be enacted later, or bodies or tribunals
having jurisdiction or authority over the work and shall indemnify and save harmless the City of Atlantic Beach against any c laims or
liability arising from, or based on, the violation of any such law, ordinance, rule, code, regulation, order, patent infringements or decrees.
In the event any situation is brought to mediation or a court of law, the venue shall be the County of Duval, in the State of Florida, where
all laws, regulations, ordinances, codes, and rules shall be used in the adjudication.
Communications
To ensure fair consideration for all prospective bidders throughout the duration of the formal solicitation process, the City of Atlantic
Beach prohibits communication, whether direct or indirect, regarding the subject matter of the bid or the specifications by any m eans
whatsoever (whether oral or written), with any City employee, elected official, selection committee member, or representative of the
City of Atlantic Beach, from the issuance of the specifications until the Commission makes the award. Communications initiate d by a
bidder may be grounds for disqualifying the offending bidder from consideration for award of the bid or any future bi d.
The sole exception to the foregoing rule is that any questions relative to interpretation of specifications or the RFP proces s shall be
addressed to the Procurement Manager, in writing, via email at pdrake@coab.us. The deadline for all questions will be 4:00 p.m.,
Thursday, April 25, 2019.
Addenda
When questions arise that may affect the bid/proposal, the answers will be distributed in the form of an Addendum, which will be posted
on the City’s web site. It is the sole responsibility of the bidder to check the current solicitations web page at
http://www.coab.us/bids.aspx for any addenda. The City will post addenda to this web page only, and will not issue written
notification.
All addenda must be acknowledged on the Signature Sheet to be considered responsive. Failure to acknowledge all addenda may
result in the disqualification of the bid response.
All questions related to this RFP must be received in writing by the Procurement Manager at pdrake@coab.us. The deadline
for all questions will be 4:00 PM Thursday, April 25, 2019.
Proprietary Information
In accordance with Chapter 119 of the Florida Statutes (Public Records Law), and except as may be provided by other applicable State
or Federal Law, all proposers should be aware that Request for Proposals or Invitation for Bids and the responses thereto are in the
public domain.
Compliance
Venue for any court proceedings arising out of or related to this bid or any resulting contract shall be in a court of compet ent jurisdiction
in Duval County, Florida.
Equal Opportunity Employment
The contractor agrees that it will not discriminate against any employee or applicant for employment for work under the contract because
of race, color, religion, sex, age, disability, national origin, gender identity, sexual orientation or any other non -merit factor and will take
steps to ensure that applicants are employed, and employees are treated during employment without regard to such factors. This provision
will include, but not be limited to the following: employment; upgrading; demotion or transfer; recruitment advertising; layo ff or
termination; rates of pay, or other forms of compensation; and selection for training, including apprenticeship. Each employee of the
contractor shall be a citizen of the United States or an alien who has been lawfully admitted for permanent residence as evid enced by an
Alien Registration Receipt Card. The contractor agrees not to employ any person undergoing sentence of imprisonment except as
provided by Public Law 89-176, September 10, 1965 (or most recent) (18 USC 4082(c)(2)).
Fair Labor Standards Act
Contractor is required to pay all employees not less than the Federal minimum wage and to abide by other requirements as established
by the Congress of the United States in the Fair Labor Standards Act, as amended from time to time.
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
Unauthorized Aliens
The City shall consider the employment by any contractor of unauthorized aliens as a violation of section 274A(e) of the Immigration
and Nationalization Act, as amended. Such violation shall be cause for unilateral cancellation of this contract.
Disclaimer of Liability
The City will not hold harmless or indemnify any respondent for any liability whatsoever.
Sovereign Immunity Reserved
The City reserves and does not waive any and all defenses provided to it by the laws of the State of Florida or other applica ble law, and
specifically reserves and does not waive the defense of sovereign immunity.
SECTION II Scope of Services, Minimum Requirements and Qualifications
1) INTENT
The City of Atlantic Beach is seeking qualified marketing firms or person(s) to work with City staff to develop a distinct community
brand that will be consistently applied to all aspects of City operations including signage, print, electronic, web, social media and other
applications with the goals of beautification and enhancing civic pride, and providing wayfinding assistance. It is anticipated that the
brand development will include a logo, color palette, tag line and key message.
The City also seeks assistance developing new visitor-friendly and aesthetically pleasing signage and wayfinding system. This
initiative is being undertaken with the expectation that the outcome will be consistent with the City's history, character and values.
2) OBJECTIVES
The City has two goals for its branding and signage initiative:
1. A partnership with a qualified consultant to provide the City with a strong municipal brand.
2. A plan to enhance beautification, civic pride and wayfinding as a result of the consultant's work product.
3) THE PROJECT
Neighborhood improvement and improving community identity are among the Atlantic Beach City Commission’s 2019 priorities (see
the entire priority list within this document). Undertaking a community branding and signage initiative is a mechanism that will assist
in advancing community identity, spirit and pride.
4) THE COMMUNITY
The City of Atlantic Beach (est. pop. 13,608) is a seaside and marshside community of small-charm charm, unique history, an
extensive park system, and active and healthy lifestyles. Nestled between the Atlantic Ocean (to the east), the Intracoastal Waterway
(to the west) and Hanna Park (to the north), Atlantic Beach is considered by many to be the most desirable place to live in Northeast
Florida.
History
Founded as a small seaside community in the late 1800s by Henry Flagler, Atlantic Beach is believed by many historians to have
served as the first year-round Native American settlement in North America. Atlantic Beach came to life when Flagler extended his
Florida East Coast Railway and built a station just north of what would become City Hall and is now the Adele Grage Cultural Center.
In 1913, the railroad sold most of the land to Atlantic Beach Corp., which began paving streets and establishing an electr ic, water and
sewer utility system. Atlantic Beach was incorporated in 1926 and went through various phases of developing resulting in the
attractive community that exists today.
The City boundaries were extended in 1987 by annexation of the Seminole Beach area to the north; in 1996 by extending the westerly
boundary to the Intracoastal Waterway; and in 2015 by annexing Atlantic Beach Country Club.
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
The City
Primarily a quiet residential community whose citizens relish in an enviable quality of life and whose visitors enjoy vacations of a
lifetime, Atlantic Beach is Duval County’s northernmost seaside community. A suburb of bustling and energetic Jacksonville (est.
pop. 892,062), Atlantic Beach is largely developed; about 3.5 miles of the city’s 13 square miles is land area and the remaining 9.5
square miles consists of wetland and water. Atlantic Beach is part of the Jacksonville Beaches, a community of three towns (along
with Neptune Beach and Jacksonville Beach) – each with distinctive personalities -- on an unnamed barrier island.
The Atlantic Ocean and about 2.25 miles of Northeast Florida’s famously beach serves as Atlantic Beach’s picturesque western
boundary. Single-family homes overwhelmingly account for most of Atlantic Beach’s developed land areas; very little of Atlantic
Beach’s land is undeveloped.
Recreation, Open Space and Cultural Opportunities
A signature of the City of Atlantic Beach’s governance in recent decades has been its consistent practice of acquiring land for
recreation and conservation opportunities. In 1994, the City acquired about eight acres along the Intracoastal Waterway and, with the
use of grant funds, developed Tideviews Preserve as a passive park with trails, a boardwalk for viewing wildlife, canoe launch, and
picnic areas. In 1998, the City of Atlantic Beach – in a joint venture with the City of Jacksonville – acquired a 27-acre island now
known as Dutton Island Preserve. The island features a nature park with trails, a floating dock for launching kayaks and canoes, a
fishing pier, camping sites and pavilions. Residents and visitors now enjoy more than 65 acres of parkland along the Intracoa stal
Waterway. Atlantic Beach has more than a dozen additional parks throughout the community, along with two neighborhood
community centers and the Adele Grage Cultural Center, which has a theater. In addition to the marshside parks at the magnificent
beach, Atlantic Beach’s most popular outdoor destinations include Jac k Russell Park, which features athletic and picnicking facilities;
and Johansen Park, home to the annual Arts in the Park, Jazz and Shakespeare in the Park festivals. T he community hosts numerous
other arts and entertainment events, including North Beaches Art Walk, Donna Marathon, Tour de Parks (via bicycle), Acoustic and
Songwriter nights, and the annual Dancin’ in the Streets festival. To the northeast, Atlantic Beach borders Jacksonville’s Hanna Park,
which has an Old Florida feel and is a magnet for surfers, beachcombers, campers and bicyclists.
Atlantic Beach Country Club, One Ocean Resort & Spa, and Beaches Town Center are among the community’s private-sector gems.
Atlantic Beach Country Club is a luxury coastal golf community with 178 new home sites; a new 18-hole championship course that
appeals to all levels of players; tennis, swimming and fitness facilities; and a spectacular clubhouse. One Ocean is an oceanside AAA
four-diamond and Forbes Travel Guide four-star property with 193 rooms and luxurious amenities. The resort and adjacent Beaches
Town Center are principal factors in Atlantic Beach being named as one of the Travel Channel’s Top 10 Best Florida Beaches.
Beaches Town Center is the shopping and entertainment hub of Atlantic Beach and Nept une Beach. With its ocean breezes and
inviting, pedestrian-friendly brick, layout, boutique shopping, restaurants, music in the courtyard, and monthly Art Walk activities, the
area known to locals as “The Corner” is resoundingly popular to residents and visitors, alike.
Demographics
Atlantic Beach’s population is estimated to have increased from 12,655 to 13,609 between the 2010 Census and 2017; in 1970, t he
population was estimated at 6,132 residents. The 2010 Census recorded that Atlantic Beach had 5,34 3 households and about 3,622
people per square mile (including wetlands and water). Other 2010 Census data: About 67 percent of residents lived in owner -
occupied dwellings; the average household size was about 2.4; about 8 percent of residents lived below the poverty level; and the
racial makeup was about 79 percent white, 11 percent African-American, 5 percent Hispanic, 2 percent Asian, and 3 percent other.
Governance/Priorities
The City of Atlantic Beach places a high emphasis on citizen engagement, transparency, and civic pride. In January 2019, the Atlantic
Beach City Commission established the following 2019 priorities:
ENVIRONMENTAL LEADERSHIP. An Environmental initiative demonstrating the COAB’s commitment to being a sustainable,
environmentally responsible and healthier community via becoming a LEED -certified city; promoting the three Rs (reduce, reuse,
recycle); maintaining the Tree City USA designation; tree planting and preserving the tree canopy; engaging youth in environmental
activities; and public education.
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
FLOOD AND STORM RESILIENCE. An Infrastructure and planning resiliency initiative with specific focus on Aquatic
Drive/Hopkins Creek flood mitigation; developing a stormwater master plan capital improvement program; enforcement of onsite
stormwater retention requirements; and undergoing a coastal vulnerability and adaptation assessment.
MAYPORT ROAD CORRIDOR IMPROVEMENTS. A Quality of Life and Revitalization initiative to improve safety, promote small
business development, and create a town center-like sense of place. These improvements will be accomplished via developing an east
coast greenway activation plan to provide safe, convenient and efficient automobil e, bicycle and pedestrian travelways along the
corridor; and instituting façade and public art grant programs.
BEACH-TO-MARSH PARKS MASTER PLAN. A Quality of Life, Recreation, Environmental and Education initiative to establish a
course of action to create a sustainable and interconnected communitywide system of parks, recreation facilities, programs and
services that promote recreation, health, access and environmental conservation as integral elements of the community.
NEIGHBORHOOD IMPROVEMENT AND COMMUNITY IDENTITY. A Land Use, Quality of Life and Branding/Signage
initiative to improve neighborhoods and public spaces, and advance community identity and pride. This initiative will be
accomplished by adopting new land development regulations, updating the comprehensive plan, and undertaking a community
identity program that focuses on improving public spaces with landscaping and viewer -friendly and aesthetically pleasing signage.
Vital input is expected from residents, the Community Development Board, and the Environmental Stewardship and Cultural Arts &
Recreation Advisory committees.
PARKING AND MOBILITY. A Public Safety and Quality of Life initiative to improve parking and provide safe, convenient,
efficient and accessible automobile, bicycle and pedestrian travelways. This initiative will be accomplished via identifying and
adequately marking public parking spaces throughout the community; instituting a paid parking system in Beaches Town Center and
at some beach accesses; installing pedestrian safety devices; and adding sidewalks.
Education
Atlantic Beach is served by the Duval County Public Schools system, which is among the nation’s largest and has a nationally
recognized magnet program. All school in the system are fully accredited. The city’s only public school, Atlantic Beach Eleme ntary,
is an Academy of Accelerated Learning and Leadership, and integral part of the community.
5) MINIMUM QUALIFICATION REQUIREMENTS
The awarded Bidder (Company) shall have been in business for a minimum of three (3) years and shall currently be legal to perform
services within the State of Florida. This requirement shall be based on the Solicitation’s due date. Copies of documentation
demonstrating meeting this minimum requirement shall be submitted with your Submittal Package. Examples of documentation may
include, but not be limited to, local business tax receipts for three years, corporation documents with date of inception, certificate of
authority, etc.
The Bidder and/or subcontractor(s) must meet all the following minimum experience requirements and document the experience in the
references and include all information within the proposal:
1. Experience with branding projects involving municipalities communities
2. Experience with business-focused branding projects and successful achievement of client’s goals
3. Experience with processes involving public stakeholder input and
4. Experience specializing in City community brands
5. Experience developing a signage/wayfinding strategy and/or policy
REFERENCES: The Bidder (Firm/Company) and/or subcontractor(s) shall demonstrate a minimum of three consecutive years of
municipal/governmental community branding and signage initiative work similar in scope and size. This three -year requirement shall
be based on the Solicitation’s due date. The Bidder shall provide references for meeting these requirements in the Bidder Response
Form and the references shall be used in determining if a Bidder is responsible. Additional documentation may be submitted with your
Submittal Package. In the event the Bidder has performed work for the City of Atlantic Beach, the City’s experience shall be
considered when evaluating references for determining a responsible Bidder. The City reserves the right to utilize other sources (i.e.
Better Business Bureau, State/Federal databases, etc.) for determining a responsible Bidder. Bidders not demonstrating minimum
similar and acceptable experience may be deemed non-responsible.
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
The Bidder must have a legal office located within the state of Florida and the assigned project lead must work out of the Florida
office. No change to this requirement.
Bidder shall meet all minimum requirements stated and shall provide copies and/or written documentation to substantiate
meeting the requirements.
6) SCOPE
The steps to be taken in the brand development and execution process are expected to fall into three phases.
First, an internal audit with the following components: analysis of any current brand, marketing or communication; commu nity
attributes assessment; City's historic marketing/communications/brand; and stakeholder/constituency input.
Next, an external audit with the following components: any past research conducted by the City or others relating to or affec ting
community development; alternative review and analysis; market research covering existing view of and beliefs about the community,
reasons for relocation to and retention within the area and perceived view of and beliefs about the alternative choices; prop osed brand
strategy; development of potential brand/communications expressions; communications testing/research, and outcome review by
stakeholders.
Finally, the execution phase, which will entail the creation of pilot messages and brand standards manual; the plan for rand application
and use, including developing a community brand culture and external marketing communications plan development.
7) CITY’S RIGHT TO INSPECT
Bidder shall currently have adequate organization, facilities, equipment and personnel to ensure services are performed and/or
commodities are delivered. The City reserves the right before recommending any award, to inspect the facilities, organization and
financial condition or to take any other action necessary to determine ability to perform in acc ordance with specifications, terms and
conditions.
8) CONTRACT AWARD REQUIREMENTS
Bidder shall be required to submit the following with their submittal package:
A. Signed Document Requirements Checklist
B. As per Section II, Item 4 5: Indicate the firm’s number of years of experience in providing the professional services as it relates
to the work contemplated. Provide details of past projects for agencies of similar size and scope. Describe the background,
experience and qualifications of the person(s) who will be assigned to this City project. Please include a list of their current
projects.
C. Timeline: Your proposal shall include a timeline for each phase of the project and an estimated completion date.
D. Schedule of Fees: Propose a compensation package, inclusive of all service costs (include any travel reimbursement and
expenses expected). The City of Atlantic Beach will select a finalist by considering the proposed compensation package as a
best and final offer; although, it reserves the right to negotiate terms as needed to improve elements of the proposal to best
meet the needs of the City, including cost.
E. Complete Subcontractor List, if applicable.
F. Three (3) positive references to include the point of contact’s name, phone number and e-mail address. References shall be
from past similar government projects. Include the start and end date of each project.
G. All other required documents as noted on the Document Requirements Checklist.
H. Certificate of Insurance for Bidder. Awarded bidder will be required to list the City as Additional Insured.
9) Additional Information
Each proposal shall be considered binding and in effect for a period of 90 calendar days following the proposal due da te.
10) Selection Process
City’s senior staff will perform the evaluation of all bona fide proposals. A short list of finalists and rankings will be determined.
Interviews may be requested. Short presentations by the top-ranked Proposers may also be requested if deemed necessary by the City.
Agenda Item #1.A.
08 Jul 2019
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
The City Commission will determine the top-ranked Proposer for award. The tentative schedule for selection is set forth above in Section
I.
The selected Individual/Firm will have, in accordance with the instructions herein or hereinafter provided, submitted a complete and
compelling proposal, submitted and signed, where instructed, the required forms, and met the mandatory requirements to the satisfaction
of the City.
Evaluation Criteria
11) Negotiations
The City reserves the right to negotiate the fee proposal, terms, and conditions in the resulting contract.
12) Insurance Requirements
The Individual/Firm shall procure and maintain, at its sole expense during the life of the engagement, insurance of the types and the
minimum amounts stated below.
Coverages Schedule Minimums
A. Workers’ Compensation Florida $100,000 – each accident
Statutory Coverage and Employer’s $100,000 – each employee
Liability (including Appropriate $500,000 – policy limit for disease
Federal Acts)
B. Comprehensive General Liability $1,000,000 – bodily injury each occurrence
$1,000,000 – bodily injury aggregate
$1,000,000 – property damage each occurrence
$1,000,000 – property damage aggregate
C. Products – Completed Operations $1,000,000 – aggregate
D. Business Auto Liability Same as Comprehensive General
Liability (All autos – owned, hired or used)
E. Professional Liability Same as Comprehensive General
Liability
F. Excess or Umbrella Liability Optional
Any and all deductibles to the above-referenced policies are to be the responsibility of the Individual/Firm. The Special
Individual/Firm’s insurance is considered primary for any loss, regardless of any insurance maintained by the City. The Special
Individual/Firm is responsible for all insurance policy premiums, deductibles, SIR (self -insured retentions) or any loss or portion of
any loss that is not covered by any available insurance policy.
Such insurance shall be written by a company or companies licensed to do business in the State of Florida and satisfactory to
the City Commission. Prior to commencing any work under the contract, certificates evidencing the maintenance of said
insurance shall be furnished to and approved by the City.
The insurance shall provide that no material alteration or cancellation, including non -renewal, shall be effective until thirty (30)
days after receipt of written notice by the City; provided, however, that for the professional liability insurance, in lieu o f the
foregoing requirement, the City in its sole discretion, may agree to accept notice of such material alteration or cancellation from the
Individual/Firm.
Evaluation Components Component Criteria Decision Weight
Individual/Firm Experience At least 3 years’ experience in community branding and signage
initiative
50%
Timeline Estimated start and end date of each phase of the project 30%
Proposed Compensation Hourly rates, travel and other miscellaneous expenses. 20%
MAXIMUM POINTS 100%
Agenda Item #1.A.
08 Jul 2019
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
13) Liability of Individual/Firm
The Individual/Firm shall indemnify and hold harmless the City, its Commissioners, officers and employees, from all liabilities,
damages, losses and costs (including, but not limited to, reasonable attorneys' fees and court costs, whether such fees and c osts are
incurred in negotiations, at the trial level or on appeal, or in the collection of attorneys' fees), to the extent caused by the negligence,
recklessness, or intentionally wrongful conduct of the Individual/Firm, or Individual/Firm’s officers, employees, agents, and other
persons employed or utilized by the Individual/Firm in the performance of, or the failure to perform, the contract. In the event of a
claim, the City shall promptly notify the Individual/Firm in writing by prepaid certified mail (return receipt requested) or by delivery
through any nationally recognized courier service (such as Federal Express or UPS), which provides evidence of delivery, at t he
address provided for receipt of notices in the contract.
The City shall provide all available information and assistance that the Individual/Firm may reasonably require regarding any claim.
The contract for indemnification shall survive termination or completion of the contract.
Nothing in the Contract shall be deemed to affect the rights, privileges and immunities of the City as set forth in Florida Statute §
768.28.
SECTION III Proposal Format
Proposers must respond in the format delineated below.
Submit a total of three (3) proposals with one being an “original” and identified as such. All responses, and copies, are to be
submitted on 81/2 x 11 inch paper, bound individually. An electronic file (CD or flash drive) of your “complete original”
proposal is to be included in the proposal marked “original”. Such electronic file shall be in Microsoft Word, Excel, Power
Point or pdf – the most recent software version.
Proposals should seek to avoid information in excess of that requested, must be concise, and must specifically address the is sues of
this RFP. The City prefers that proposals be no more t han 50 pages, be loosely bound (three ring binder). Original should not be
stapled, glue bound, or any other type of permanent binding.
Each directive listed will require an individual index tab in your response package to indicate the information as re quested is listed
behind its specific tab. Any other information pertinent to the headings as listed herein may be added to the end of each sec tion.
However, required information must be listed first in each section. If further materials are necessary to c omplete your response and
are not noted under any of the headings listed below, add a TAB 9 tab to the end of your response with proper index as to the subject
matter contained therein. Any Addenda are to be acknowledged on the Signature Sheet. Failure to submit this information will
render your proposal non-responsive. Each Section is to be preceded with a Tab delineating the information after the Tab.
Tab 1. Title Page/Cover Letter/Table of Contents
Title Page shall show the request for proposal's subject, title and proposal number; the individual/firm's name; the name,
address and telephone number of a contact person; and the date of the proposal. The response shall contain a cover letter
signed by a person who is authorized to commit the Proposer to perform the work included in the proposal, and should
identify all materials and enclosures being forwarded in response to the RFP. The Table of Contents shall provide listing
of all major topics, their associated section number, and starting page.
This section shall also include: Name of individual/firm; date company/firm was established; locations of all offices and
dates established, and the Document Requirements Checklist.
Tab 2. Experience of the Individual/Firm
Provide details of the Company/Firms demonstrated experience in community branding, signage initiative and
wayfinding. This information shall include the past projects with the start and end dates, and all points of contact for that
past experience. Please see Section II, Item 4 5. Identify the person(s) that will be assigned to this City project. A
resume’ of each individual shall be included and shall list their past experience and list of current projects.
Tab 3. Timeline
Your proposal shall include a timeline for each phase of the project and an estimated completion start and end dates.
Agenda Item #1.A.
08 Jul 2019
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City of Atlantic Beach
RFP 19-03
Community Branding and Signage Initiative
Provide in concise narrative form, your understanding of the City's needs, goals and objectives as they relate to the project ,
and your overall approach to accomplishing the project. Give an overview on your proposed vision, ideas and methodology.
Describe your proposed approach to the project. As part of the project approach, the proposer shall propose a scheduling
methodology (timeline) for effectively managing and executing the work in the optimum time.
Provide information on your firm’s current workload and how this project will fit into your workload.
Describe available facilities, technological capabilities and other available resources you offer for the project.
Tab 4. Fee Proposal
The individual/firm shall submit a proposal for compensation, which shall be inclusive of all service costs, but is not
limited to, an hourly rates. The fee schedule shall include the following information:
The hourly rates for the staff member(s) anticipated to provide service to the City, identified by name.
The rates for reimbursable and/or out-of-pocket expenses, including, but not limited to, word processing, photocopying,
faxing, travel, etc.
Tab 5. Subcontractors
Include a list of all subcontractors, if applicable, and their role in this City property. The primary contractor
(individual/firm) is responsible for all subcontractors, including but not limited to ensuring that they are properly insured.
Tab 6. References
Provide three (3) references from past projects of similar size and scope. List the point of contact’s name, phone and e -
mail address. Please state that job that was performed for that reference and start and end date.
Tab 7. Required Forms
Include fully executed Document Requirements Checklist, Signature Sheet, E-Verify Statement, Drug-Free Workplace
Certification, Public Entity Crimes Statement, Non-Collusion Affidavit, Completed Form W-9, New Vendor
Information Form, Proposer Acknowledgement and Agreements, Conflict of Interest Statement, Disputes Disclosure
Form and Public Records Form.
Tab 8. Certificates of Insurance: Professional Liability, General Liability and Workers Compensation
Tab 9. Miscellaneous
PROPOSAL IS NOT A BID: This request for proposals / qualifications is not to be considered a BID. The City of Atlantic
Beach will evaluate proposals based on the criteria set forth in the RFP. Fee information is requested as part of the RFP package
to be utilized during negotiations and the negotiated fee shall remain in effect throughout the term of the contract. The
evaluation process will consider only the requested weighted criteria to determine which firm(s) are the most highly qualified to
perform the required services.
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