RFP RESPONSE
RFP # P06- 2024
Special Events Planner &
Contractual Services
for the
City of Chula Vista, CA
877) 357-5459
www.soundskilz. com
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2. TABLE OF CONTENTS
Cover Letter/Letter of Transmittal …………………………... 3
Firm Overview ………………………………… 5
Experience …………………………………….. 7
Organization Chart & Staff Biographies …… 7
Responsesto Evaluation Criteria ……………… 9
Proposer’s Experience ……………………… 9
Previous Projects & Examples ……………. 10
Project Description- Design-Budget ………… 17
Authentic Sample Budget 18
Project Management/Approach…………....... 19
Agency FeeDiscussion …………………….. 27
Executive Summary…………………………. 30
City References 32
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3. COVER LETTER / LETTER OF TRANSMITTAL
August 24, 2023
Dear City of Chula Vista, City Staff, Council and Mayor, On behalf of Soundskilz, Inc I hereby submit this Letter of Transmittal pursuantto the RFP P06-2024. We have thoroughly readand reviewed the RFP and certify that we completely understandthe Scopeof Work and requirements therein.
Soundskilz is a group of senior event production gurus with over 75 yearsof combined large scale event design, production and management experience around the globe. Established in 2000, Soundskilz boastsa wide rangeof capabilities, directly relevant experienceand strategic relationships which we feel uniquely qualifies us to design and executethe desiredevent program in Chula Vista.
Our rangeof servicesand experienceinclude:
event design and production management
supplier & vendor solicitation, management and logistics marketing, promotion and public relations for ticketed and public events indoor/ outdoor AV design, rental, and technical production for small-to-arenascale venues box office, ticketing and revenuemanagement
event budgeting, accounting and auditing
event staffing; site plan engineering
artist/talent relations, contracts and booking
sponsor development, salesand management
retail and F& B vendor management
on-premisealcohol & hospitality services
traffic planning and road/highway closures
Police/Fire/EMT servicesand EmergencyAction Plan development and more.
Our team is composedof industry leaderswho have executedworld classeventsacrossmusic, film, fashion, art, sports and cultural gatherings in 3 countries and 13 different states.
In the pagesthat follow, you will find that we have worked with a wide rangeof clients throughout our 20+ years of experience. These experiences will help ensurethe successof the Earth Day, Starlight Parade, and Harborfest events. Many of theseexperiencesinclude a large number of city municipal, stateand federal government entities; major media outlets; NGOs; state fairs and fairgrounds/DAAs; Fortune 100 brands; LGBTQ and ethnic cultural organizations; Page of3 33
corporate retreats & summits; global film & music festivals; fashion weeks; fun runs; presidential and political campaign eventsand more. We have extensive experienceproducing multi- day eventsup to 30+ days in duration. Baseda short drive away in Temecula, CA, we travel all over the USA, Canada, Mexico and the EU for our clients. There is truly no event that is outside of our scope or capabilities.
In summary, we believe our track record and municipal experienceis uniquely matchedto the needsof the City of Chula Vista’s Event Planner/Production Company opportunity. If awardedthis contract, we pledge our commitment to deliver amazing results on behalf of theCity with full transparency, accountability and dedication to excellence, and in accordancewith the terms and conditions set forth in the resulting Agreement.
STATEMENT OF AUTHORIZATION
I, Steve Clayton, asPresidentof Soundskilz, Inc, am authorized to make the representations contained herein and throughout the attachedproposal on behalf of the Company. I am further so authorized as the sole shareholder of the Company and its President to bind the Company to contract with the City if we are awarded the contract.
I appreciate your consideration of this proposal and look forward to serving you. Sincerely,
StephenClayton, President
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4. FIRM OVERVIEW
A. Firm Specializations
Soundskilz is a full- service entertainment marketing and event production agency. Our primary businessis broken in to three areas:
Production of cultural and music festivals under contract to municipal clients and private entities
Rental of professional stage, lighting and soundequipment to large scaleevents Development of original IP-basedowned & operatedeventsand festivals Our range of services & skills include but are not limited to:
Concept, Design and Production Management for eventsup to 500,000 attendees AV Design, Rental, and Technical Production for small-to-arenascaleindoor and outdoor venues;
Site Plan Engineering for large-scaleindoor and outdoor mixed-purposevenues Event Budgeting, Accounting and Auditing for up to $10mm+ event budgets Box Office, Ticketing and RevenueManagement for multiple simultaneousshows Event & Volunteer Staffing and Management for up to 300+ person event teams Marketing, Promotion and Public Relations on a regional and national scale Sponsorand Vendor Recruitment, Onboarding and Management F& B Management for Hospitality services covering tens of thousands of event attendeesdaily Paradeand Carnival event planning including multi- acre sites and multi- mile civic parade routes
Event Safety Planning and Emergency Action Plans for public scale events B. Firm Structure
Soundskilz, Inc. – a registered California Corporation
Founded:
2000 (sole proprietor), incorporated 2006 (stock corporation) Headquarters: Temecula, CA
Satellite Offices / Executive Locations:
New Braunfels, TX | Washington, DC |
Goodyear, AZ | Atlanta, GA | Miami Beach,
FL
Staff: 10 full- time employees, 40 part-time employees
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Billings: ~$ 10mm annually
D-U-N-S Number: 835679353
Ownership: Single
Shareholder, 100%
SteveClayton
39444 Calle Portillo
Temecula, CA 92592
951) 712-9709
C. Financial Capabilities & Resources
Soundskilz Inc hasbeenin continuous operation and “good standing” in the Stateof California since its inception. Neither the firm nor its principals have ever filed for bankruptcy protection in any jurisdiction.
The Company owns real property, assets & inventory in excessof $4mm. This includes a multi- million- dollar inventory of staging, sound & lighting equipment for execution of its live eventsand for a robust ancillary rental division providing equipment rentals to third parties. Theseinclude mobile trailer stagesSL100 (24’x20’) and SL320 (40’x40’) along with concert grade audio, lighting and LED Video.
The Company maintains minimum cash reserves and an institutional line of credit totaling over $1mm and has the ability to fully finance its own projects and client work on a case-by-casebasis, asneeded.
With a flexible event-based staffing model, key company personnel located in multiple regional offices, and a coast-to-coast network of seasonedsubcontractors and suppliers with multi- year histories together, the Company is capable of executing multiple simultaneous large-scale campaigns & events nationwide.
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5. Firm’s Experience
A. California Municipality Experience
Soundskilz has successfully executed projects for the following California cities:
Huntington Beach, Upland, CathedralCity amongstothers.
B. Organization Chart and Staff Biographies
denotesproject leads for this RFP
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Soundskilz Founder and Executive Producer Steve Clayton* has a distinguished history as an Event Educator at UC Riverside, coupled with 20 years’ experience producing and managing large scale events. From creating and launching The Neon Run™ annual event in 10 different markets, to producing political campaign tours, State Fairs and music festivals, Steve brings tremendous touring experience and logistics management to every engagement. [email protected]
Production Manager Johnny Valenti runs the Washington DC & Florida offices and overseesproduction design, site operations and hospitality for Soundskilz events. Johnny’s experience includes hundreds of high- profile multi- day productions including Air + Style, LA Fashion Week, Chase Sapphire Lounge at Sundance, VIP operations at the Electric Daisy Carnival, Details Magazine x Hennessy Coachella activation at The Mirage and the Latino International Film Festival. johnny@soundskilz. com Senior A/ V Producer Garry Stalling hasbeenwith Soundskilz for 11 years and overseesall stageand live performance departmentsfor Soundskilz events. Garry managesour multi- million- dollar A/ V inventory and all stage planning/design/engineering, FOH and backstageoperations, talent rider fulfillment and technical crews for all live performances. [email protected] Social Media Director Casey Dolan Ashe runs the in-housedigital media agency of Soundskilz, bringing more than 20 years’ experiencemanaging paid ad campaignsand social media for hundredsof clients. Jamiehassuccessfully executedover $20mm in digital ad campaignsfor live eventsand has dramatically increasedYOY engagementof every Year 1 festival contract engagementof Soundskilz to date. [email protected] Government & Public Affairs Manager Alan Long overseesmunicipal relationships for Soundskilz, bringing over 30 combined yearsasa retired Fire Division Chief and pastMayor, Council member, Commissioner, and local events & venue businessowner in Murrieta, CA. Alan hasoverseencritical planning for a wide scaleof local, national, and international eventssuch as:
MLB World Series, NHL Stanley Cup, various festivals, conventions, marathon and many more. Alan’s institutional knowledge gives him a unique ability to balancethe needsof the community along with larger municipal interestsin our contract executions.
Head of Finance & HR Lydia Mello, CPA managesall Soundskilz finances and event accounting operations, from billing to cashmanagementto AR/ AP to event settlement and post-event auditing. Lydia overseesall contract payments, revenuesharecollections and accounting, payroll, disbursements and post-event audit reporting for Soundskilz eventsto ensureclear and transparentreporting for all stakeholders. [email protected] Page of8 33
7. DETAIL RESPONSES TO EVALUATION CRITERIA
A. Proposer’s Experience
Our specific event history and experience affords us a unique opportunity to fulfill the needsof this RFP. Over the yearswe haveproducednumerousmulti- day festivals, concerts and eventsand managedall key elementsof the eventson a turnkey basis. Someexamples include:
Municipal: We are the current Agency of Record for the Huntington Beach annual 4thof July Festival ( 500K people annually); City of Upland Upland Lemon Festival (100K attendees), Cathedral City LGBT Days and Tasteof Jalisco Festivals (15K attendeeseach) and City of Westminster Tasteof Westminster launching 3Q 2023) and have successfully won numerous other government contracts over our 20 year history.
Travel & Tourism: We have yearsof experienceworking with airlines, tourism and convention/visitor bureaus, municipal government Special Events departments, destination properties/resort cities, high end travel media, luxury travel concierges and more. Our clients and experienceshave included GreaterCoachella Valley CVB, VisitHB, Palm Springs Life, Travel + Leisure and more Diversity & Community: Our contractshaveus overseeingvarious eventstargeted to numerous demos, from families to adults to millennials/ Gen Z, cultural segmentsfrom Latino to LGBTQ+ and more. Diversity is a core principle of our event planning and marketing in every municipal event we manage.
Carnival & Amusements: We havepartneredrepeatedlywith someof the largest carnival operators in the nation, to subcontract for Carnival rides and operations successfully at multiple municipal eventsover the last 3 years. Our carnival partner would be prime subcontractorfor us to provide the necessarycarnival design and planning/ execution for this project.
Sponsorship: In the last 10 yearswe have procured over $6mm in corporate sponsorshipfor events, with dealsfrom $2000 to $200,000 per event/category, enabling local/small businessesand national brands alike to participate at appropriate budget levels. Pastevent sponsorshave included Tesla, AB InBev, Page of9 33
Beam Suntory, Deep Eddy Vodka, Dick’s Sporting Goods, La Crema Wines, ComcastNBCUniversal, Prime Video, ABC7, Hint Water, Monster Energy, Red Bull and over 65 more brands/companies.
Marketing & Media: Our in-housedigital media agency and regional PR teams will enableus to bring an expandedgeographical reachto events, drive wider awarenessand build sizable earned-media opportunities ties to destination marketing goals. We have worked repeatedlywith the top PR firms, lifestyle media companies and bloggers in North America on PR campaigns, media barter/ sponsorshipand brandedco-productions since our inception. Soundskilz will be able to garner your city more earnedmedia for your event - period.
Examples Included: ( Click Link For One PageStatistics) HB 4th Of July
35,222,379+
TOTAL POTENTIAL AUDIENCE FROM NEWS
ARTICLES
133,370,244+
TOTAL POTENTIAL AUDIENCE FROM
BROADCAST SEGMENTS
14,382,300+
EST OF WHAT THESE PLACEMENTS WOULD
HAVE COST IF FEATURES WERE PAID VS
EARNED
168,592,623 Total Potential Audience From
Earned Media
Upland Lemon Festival
46,660+
TOTAL POTENTIAL AUDIENCE FROM NEWS
ARTICLES
28,565,176+
TOTAL POTENTIAL AUDIENCE FROM
BROADCAST SEGMENTS
3,985,615+
EST OF WHAT THESE PLACEMENTS WOULD
HAVE COST IF FEATURES WERE PAID VS
EARNED
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AV Production: We own a multi- million- dollar inventory of staging, lighting, sound, video and tech equipment which enablesus to control costsand limit the number of external vendors required to produce large scaleevents. This includes a smaller SL100 Mobile Trailer Stageand an SL320 Main Concert Mobile Trailer Stage.
Stageline SL100 with LED Wall and Full Branding Package 20’x24’ Mobile Hydraulic Stage
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Stageline SL320 40’x40’ with 32’ Roof
40’x40’ Mobile Hydraulic Stage
53’ Double Decker Brand Bar w/ Roof Top Viewing Deck
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Talent Acquisition: We have securedperforming talent and celebrity appearances for literally hundredsof eventsworldwide, and maintain deepconnectionsto top talent agencies, managersand publicity teamsin numerousentertainmentverticals.
Our history includes securing concert performances of more than 50 platinum- selling music artists, in addition to literally thousandsof local and regional bands for eventsacrossthe country. Talent list available upon request.
Below is a selection of event productions we havemanagedin recentyears, along with referencesand links to key supporting materials and presscoverage. Further information on any event listed (or additional examplesfrom our history) is available upon request.
Huntington Beach 4thof July Festival www.hb4thofjuly. org Instagram Synopsis: The largest 4thof July celebration west of the Mississippi, a 118-year-old tradition attracting 500K annual attendeesfrom the entire west coast, 15+ additional states and the greaterLA/ SanDiego metro regions and beyond. Open to public.
EventsManaged: multi- day Pier Vendor Festival (100+ vendors/sponsors, 30+ live performances) and multi- ride Carnival installation on PCH, Surf City Run 5K ( 4000+ entrants), Main St Kickoff Block Party, 4thof July Parade (2.5 miles, 300+ entries), Fireworks Over The Ocean.
Scopeof Work: Official Agency of Record, responsible for ALL event concept design, planning, permits, vendor/sponsorsales, event staffing, budget planning, subcontractor bids management, marketing/advertising/PR, social media, City BID relations, site plans/ engineering, creative, live music/stageproduction, photo/video/content and event recap BroadcastTV Clips Print/Digital Media Clips
2023 SponsorDeck Reference/Contact:
Molly Uemura, Community ServicesSupervisor - Specific Events Page of13 33
Cathedral City LGBT Days & Taste of Jalisco
Synopsis: Soundskilz was awarded the official City Agency of Record contractsto produce the 2022 Tasteof Jalisco (Feb) and LGBT Days (March) Festivals in Cathedral City, CA, returning both eventsto form after a 2- year hiatus due to COVID. In 2023 we produced the eventsagain, with substantialYOY growth
Tasteof Jalisco featuresa muti-day Carnival, Auto Show, Vendor Festival (40+ craft and food vendors), community stageand headline live performance in the brand-new Cat City Amphitheater. LGBT Days features a Live Comedy concert with Del Shores, the annual Bed Raceand Parade, Hot Air PRIDE Balloon Rides, headline concertswith 8x Granny nominee Lance Bass, O-City and Ryan Cabreraand securedmajor sponsorshipsincluding 2 regional radio networks, Agua Caliente Casinos, The Abbey LA and NBC Palm Springs.
Outcome – Tasteof Jalisco set all-time records for attendanceand LGBT Days returned successfully asthe first Pride of the year in CA, and Soundskilz executedthe first- ever large-scaleconcertsat the new Cat City Community Amphitheater. In April 2022, Soundskilz was awarded2-year extensionsof both contractsthrough 2024, and 50% budget increasesto continue growth of both eventsby unanimous vote of the City Council.
https://www.tasteofjalisco.com/
Official Event Creative
PressClip
https://www. cathedralCitylgbtdays.com/
Official Event Creative
2023 SponsorDeck
Reference/Contact:
Ryan Hunt, Communications / Events Manager
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Upland Lemon Festival https://www. uplandlemonfestival.com Synopsis: Soundskilz was awardeda multi- year contract to produce the Upland Lemon Festival in the post- COVID era, which for 25+ yearshascelebratedthe City of Upland, CA and its citrus grove history.
Outcome – with lessthan 8 weeks of planning & marketing from the dateof the award, the event attractedover 60,000 attendeesand participation of 150+ vendors and food trucks, and operated with a perfect safety record and a substantial net operating profit
Reference/Contact:
Michael Blay, City Manager
OTHER EVENTS/ FESTIVAL HISTORY – Details/ casestudies available upon request Boots in the Park - Production Managementfor multiple concert eventsin different marketings. Including Fresno, CA. Jon Pardi, Dustin Lynch and others. SanDiego, CA. Old Dominion, Carrie Underwood and Cole Swindle.
KKBT ( Los Angeles) Summer Jam concert with 20 pop actsand audiencesof 50,000+
Amaze Light Festival ( Norco, CA) – Over 1M holiday lights festival with 80,000 attendees
Site Logistics & Production for the San Diego Holiday Bowl Parade featuring 100+ floats
5-year contract with the Rose Bowl Tailgate Festival to manageproduction, talent & AV
Steve Harvey live national comedy tours and Las VegasWeekend Extravaganza “The Neighborhood Awards,” a 3-day weekend that hosts175K attendeesacross5 casino resort properties. Included multiple celebrity, ticketed performancesof over 10,000 attendees The Neon Run in 10 Cities acrossthe country and in Canada, Nighttime 5k Glow Run andPartyspanning20 eventsand over 125,000 attendees.
Full production management of LA Taste of Soul on historic Crenshaw Blvd with 100k+ ppl
5k FoamRun - Goodyear, AZ ballpark & WashingtonDC Area
Bernie Sanders 2016 & 2020 Campaign Tour Arena Events- US / Nationwide Chalice Cannabis Music Festival - The Coachella of CannabisFestivals. Executive producer for 2015-2018. With over 500 vendors, 40k attendeesover 3 days. 3 stages and 40 musical and art acts. Managed a $3m budget for execution which saw 50% YOY growth. Talent line ups included: Wu Tang Clan, Ice Cube, Thievery Corporation, Cypress Hill, Big Boi, Machine Gun Kelly, Buster Rhymes, STS9 and many others.
Happy Place Music Festival - 2016 Cannabis New Year’s Eve Festival. 100 brandsand sponsorswith a talent line up including: Post Malone, Dirty Heads, Rae Shremmurd, 21 Savage, D.R.A.M and many others.
B-D. Project Description, Design Concept and Project Budgeting The RFP requeststhat we provide an overview of the project concept. As reviewed, it appears the city is looking for the most qualified firm to help in the executionof their city’s own events.
Soundskilz proposesa model to partner with the city of Chula Vista in a collaborative method.
Our method enablesChula Vista control a d direction of their events, while Soundskilz will manageall the risk, accounting, details and execution of the events. This savesthe city man hours, andliability while leaving the executionto eventprofessionals.
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The areasof focus that Soundskilz proposesto cover include but are not limited to:
Event Layout Design
Event Budgeting ( Sample Upland Lemon Festival P/L)
Coordination with city departments & staff
Supplier RFPs: Selection, Management, Insurance & Payment Licensing & Permitting
Marketing & Media Relations
Coordination of programing and Talent Selection
SponsorshipDevelopment, Solicitation and management
Vendor applications and management
Ticketing & Credentials
Public Safety
All of theseelements are standardto any large municipal festivals. By allowing an outside agencyto partner with the city, the city will savetime, man power and risk. In our experience, how they are packagedand presentedasan overarching “concept” is highly dependenton numerous variables. For instance, the RFP provides no creative guidelines other than the mention of an annual spend amount and a list of various events that “could” take place.
We feel it is critical to note that in our combined 40+ years of professional experience with municipal clients, we have found that it is nearly impossible to present fully formed event conceptswith actionable, viable production plans, creative design or realistic budgetswithout extensivedetailed planning time, highly specific input from the client City, and approvals of key elements which dictate certain parametersof production.
This is simply the reality of production in a municipal setting and particularly for events that are annual traditions. Where very specific event variables, City codes, community sentiment, historical precedents, seasonalfluctuations in pricing and political expectations of elected officials all must be considered. Some examples of key information required to deliver realistic/actionable plans and budgets, but are not statedin the RFP or Responseto questions, or cannot possibly be accountedfor prior to winning the award, include:
City’s financial objective(s) re: event outlays; make a profit, break even or engagein net expenditures on funded events
City preferences/restrictions over music genres, and expectationsfor the Page of16 33
entertainment referenced in the RFP.
Amount of City control/input over event specifics oncea concept/scopeis approved including talent selection, event creative, branding, etc.
Municipal code limitations on events in various areasincluding noise ordinances, special event permit limitations, turf/ lawn damagemitigation, alcohol laws, etc.
Ability to close roads and analysis of available routes for special events, and review of associatedcosts/policies and public safety requirements barricades, PD overtime, etc)
Mandatesto utilize local businessesfor preferred bids on goods & services Max public assemblycapsor triggers on attendancewhich changerequired planning and use of City services
Tourism metrics the City may be attempting to achieve to plan local vs regional marketing and advertising campaigns
City- owned assets (venues, advertising, etc.) and City services that are available to event producers, including fee schedulesand/or fee waivers Effects of inflation and price indices on costs quoted today versus execution date If chosenas the most qualified agency to design and execute the list of eventson the Cities behalf, it would be our intent to immediately undertakethe processoutlined in our Project Management Approach (below), and work with the City to achieve meaningful, realistic decisions on event specifics and develop detailed, accurate budgets for consideration and approval.
We would estimatea planning processof 30-60 days after award to finalize specific details of the event and deliver an accurate version 1 of the project budget for consideration. Without a detailed deepdive into the above-referencedtopics and more, there is simply no feasible way to deliver an accurate, achievable (or even community- informed) project concept and budget beyond the basic description already listed in the IFB.
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Sample Budget:
This is a true and accurate P/L from one of our past city municipal festivals this year.
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FESTIVAL 2023
Profit and Loss
Total 2022 Total Change
Income
Festival Vendor Space 234,599. 60 151, 316. 00 83,283. 60 Merchandise Sales 505.00 2,640.00 - 2,135.00
Parking 24,610.00 13,100.00 11,510.00
Revenue Share
Amusements Revenue 92,888.70 77,795.00 15,093.70
AX Sales 2,087. 50 0.00 2,087. 50
Bar Sales 91,594.88 64,920.00 26,674.88
Food Vendor Revenue 262,403. 08 110,644. 00 151,759. 08 Total Revenue Share 448,974. 17 253, 359. 00 195,615. 17 Sponsorship Income 55,828.00 27,000.00 28,828.00
Total Income 764,516. 77 447, 415. 00 317,101. 77
Cost of Goods Sold / Expenses
Total Festival Supplies 10,561. 85 15,095. 00 - 4,533. 15 Project Staff
Parking Labor 10,586. 00 1,095. 00 9,491. 00
Production Staff 57,314. 56 41,576. 00 15,738. 56
Total Project Staff 67,900.56 42,671.00 25,229.56
Accounting Fees 12,914. 55 7,025. 00 5,889. 55
Marketing & PR 23,334.70 12,369.00 10,965.70
Print & Signage 4,873. 00 7,061. 00 - 2,188. 00
Meals - Staff 5,396. 31 4,179. 00 1,217. 31
Insurance & Risk Mitigation 11,467.75 5,816.00 5,651.75 Outside Agency 27,425. 00 15,740. 00 11,685. 00
Permit & License 5,168.00 1,484.00 3,684.00
Public Safety 132,917. 64 77,507. 00 55,410. 64
Venue Rent & Lease 5,800.00 1,000.00 4,800.00
AV Rentals & Stage Labor 103,701. 99 60,395. 00 43,306. 99 General & Production Rental Equipment 122,681. 47 73,507. 72 49,173. 75 Total Rental Equipment 276,133.45 133,902.72 142,230.73 Sanitation 38,433. 12 43,413. 00 - 4,979. 88
Talent Buying 15,274.25 11,800.00 3,474.25
Travel, Lodging, & Transportation 23,450. 77 25,411.00 - 1,960. 23 Travel, Prior Year loss 10,000. 00
Total Cost of Goods Sold / Expenses 671,050.95 404,473.72 256,577.23 Net Operating Income 93,465. 82 42,941. 28 60,524. 54
Net Profit 93,465.82 42,941.28 60,524.54
Project Management Approach/ Methodology
We have refined a unique and proven approach to municipal engagementsover the years, centeredaround key researchinto historical data, planning milestonesand execution steps. Our key stepsto any successful event include:
1. Conduct a review of prior event executionsin the City, to determine successful best practices and identify past execution problems, any potential liability issues, and any history of commercial disruption issues/complaints with neighboring businesses.
2. Conduct informal surveys and/or 1:1 interviews with previous vendors, sponsors, City stakeholders, local Chamber and Tourism entities, etc. to gauge their direct experience with prior local events and solicit recommendations for future improvement and measurecommunity sentiment and awareness.
3. Analyze tourism trends, hotel/bed inventory, parking/transportation options and other key travel- basedmetrics to determine how best to position, market and program the event to maximize reachand draw. Establish a specific network of tourism/ travel-related partners and assetsthat can be activated on a scalablebasisto promote and service the event.
4. In collaboration with the City, review all vendor and commercial rules & regulations, and set up appropriatelicensing protocols for on-site event vendors to ensurecompliance acrossall participants and activities. This step also encompassesinitial setupof our online Vendor Portal for applicants via the LENND platform
5. Analyze existing City- owned digital/ online assets, and with our in-house digital agencyteam integrate official event sitesand social channels (and/or createnew channels for same) to streamline event functions and maximize data capture value/opportunity. This includes websites, social channels, participant/ vendor application processes, required document management, FAQ’s, ticketing functions ( if necessary), help desk (email) using our standardized suite of platforms, including WebConnex, LENND, CMS frameworks and back-end businessadvertising tools.
6. Propose an initial pro-forma built out with all expensesand potential revenue scenariosfor the city’s review and approval.
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7. In conjunction with the pro-forma, develop and initial site plan/layout and timeline for the event. The budget, timeline and site plan must be built in conjunction with one another; as no one product lives in a vacuum. A change to one item will causea changeto another.
8. Set-up weekly staff meetingsand individual departmentalstaff meetings.
Below is an example of what previous events require for our department leads. 120-90 days prior department headswill be working about 6-8 hours per week
60-90 days prior departmentheadswill be working about 10 hours per week
30-60 days prior 15 hour per week
5-30 days prior departmentleadswill be working about 20 hours per week Build, Run of Show & Post Event departmentleadscould be working about 15 hours per day.
9. Coordinate with City to identify all appropriate City- owned advertising and sponsorshipassetsand clear them for usage – signagesuch aslight poles, OOH locations, digital billboards, kiosk advertising, etc. and activation opportunities such asexperiential buildouts, concessionexclusivity, venue naming rights, etc. - and ensurethe permit processis vetted and known for eachspecific use- case.
10. Develop high quality print anddigital sponsorshippresentationsand event-specific advertising materials to promote the event alongside City advertising campaigns.
11. Develop service-specific RFPsand conduct competitive bid processesfor best- in-class vendors, with an eye towards prioritizing local merchants and service providers to keep the spending within the local community, aswell asobserving any City- preferred HUB/ MBE/ LBE policies. Additionally deploy sponsorship salesteams at local, regional and national levels to pitch our 20+ year network of commercial partnersin multiple markets.
12. Develop new and/or expandedintegrated marketing and PR campaignsto simultaneously promote the event and the City to grow reach, commercial opportunities and media coverage. Special emphasiswill be placed on digital media and technologies, regional media partners, influencer relationships Page of20 33
particularly local/regional talent) and strategic relationships with key brand partners.
13. Manage the ongoing planning and fulfillment of the event requirementsup through the actual event date and post-event recap period.
14. Provide the City with a full post-event review, bestpracticesreport, media/PR recapwith clips/content/statistics and recommendations for future years and best practices.
This methodology hasbeenhoned and refined over numerousmunicipal event throughout the country. The result of theseproductions hasrepeatedlyproven to deliver growth in multiple key metrics at our newly awarded/contracted events, including audiencereach, engagementmetrics, sponsorshipdollars securedand earnedmedia results for the host City and stakeholders.
Additional Event Deliverables Per Event
Based upon each events needswe take additional stepsin planning and executing successfuleventswith our municipal partners. Thesemay include:
Talent Booking
Upon review of events, we develop target lists of performers and live acts with consistentlocal awareness/reputation (such asthe top “bar bands” and club DJs at the most popular local venues). Along with regional/ national artists who havesuccessfully toured the area. All actsare vetted to also meet the genre-specific needsof each specific event.
Once a targetlist of artists is agreed/approvedwith the City, we begin negotiating offers through our talent contacts and direct with artists. Talent buying is much the sameasbuying a home. There are two sides. It is important to know certain things that could cost a buyer a lot of money after the contract is signed. This is one of our specialities.
Objective is to typically securelineups for events90-120 days before the event date
Marketing & Event Communications
Appraisal of existing online assets, and rollout of websitesand social media channels (FB, IG, TikTok) for events
Createa paid online media campaign per-event to attract authentic, Page of21 33
segment-targeted audiencesfocusing on tourists/visitors, regional awarenessand in key geo-targetsfor the City asdefined in local CVB/ Tourism Dept guidelines.
Develop a content posting scheduleled by our dedicatedsocial manager, to include:
o SaveThe Date announcements
o highlighting “ greatesthits” content from prior year events (if applicable) o influencer engagementsand cross-posting
o online polls and contestsfor the local community to raise awareness Assessmentof City tourism marketing efforts and how to cross- promote and amplify the campaign vis-à-vis specific events Appraisal of local radio, travel guide and CVB/ Tourism agency assets/ channels we can useto promote
Local signage, flyer/ poster and print campaign resources Direct outreachto all local businessesto pitch B2B vendor opportunities and advertising assetsduring the event (banners, signage, booths), and to createinternal promotion incentives to securestorefront signagefor event posters, email blasts to their customer databases, etc.
Food & Beverage
We have extensive experience managing F& B operations at large-scale eventsand understandthe critical importance of an effective hospitality managementprogram. The contribution of F& B revenuesto the bottom line, concernsof alcohol liability and the relevanceto the customer experience at points of service are all critical factors in the successof any event.
Through our Vendor Coordinator we conduct an extensivecampaign to recruit top local food vendors to set up during events and provide a wide-ranging culinary experience (when applicable)
On an event-specific basis, and after a thorough review of the venues’ available infrastructure ( power, water, concession locations, etc.), we proposean ideal mix of food operatorsand effective food management plan to maximize revenuesand provide relevant and high-quality experiencesto attendees.
Furthermore, our vendor onboarding protocols and onsite management ensure100% health code compliance at each event and seamlessauditing for revenuemanagement.
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We request alcohol policy- specific meetings with the City to discuss local laws, protocols, liability concernsand licensing options before determining any event-specific plan(s). Options on a per-event basis include awarding a third-party alcohol licenseea managementcontract for alcohol concessions, or to securean event-specific license in partnership with a local non-profit – and thereby manageall alcohol operations “in-house.” Production & Administrative Services
Soundskilz is a full- service live event production company, specializing in 360-degreeevent planning and managementat venuesfrom raw spacesto fully built halls and arenas. We own, and can provide our own staging, audio, LED andAV to events where appropriate.
When we contractwith a city municipal client, our agencyfee is transparent and along with our coststo our contractors. We subcontracted services on a per-event basisat no cost mark up. Theseserviceswould typically include the following rental servicesand labor providers:
o Fencing and barricades
o Canopy tentsfor vendors (fire- rated)
o External generatorsand power service (25 kVA and above) o Licensed and bonded security personnel (crowd control and backstage) o Porta-potties and janitorial services
Our in-house accounting team operateson site during all events, managing all cashhandling, revenuecollections, F& B daily audits, expensedisbursementsand HR-related tasks such as signing in/out shift employeesand day labor. This enablesquick and efficient settlementof our eventsand a professional back-office presencefor handling employee issuesduring event production.
At eachevent, we maintain/operatea General ServicesHelp Desk/ Information booth for attendeesstaffed by full- time production team members and volunteer staff. This enablesus to provide real-time customer service acrossmultiple areas, from refund requeststo first aid to general inquiries and more, and ensurea high level of public facing customerservice which also provides us constantfeedbackand insights into the event itself for future review.
Public Safety, Regulations & Permits
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Soundskilz has extensive experience working with every level of government agencyto ensuresmooth, safeand legal execution of every element of event activities. Public Safety is a paramount concern at every event we produce, large or small, and we proudly point to our 100% safety record at every major event we have produced – including those that have featured commercial alcohol promotions and even cannabisconsumption. Our experienceincludes having worked on event protocols, permitting and activation specifics with:
US Secret Service
US FederalMarshals Service
US Dept of Homeland Security
FAA
Chicago Dept of Aviation
CA Dept of Food & Agriculture
CA ABC and alcohol agency equivalent in 7 other US states CA District Agricultural Associations (multiple)
CA Bureau of Cannabis Control
County and State health departments nationwide
State, county and local police forces
City Fire Departments
City and County Councils / Boards
and more…
Our team is highly experiencedin researchingall applicable legal requirementsand ensuring that all activities are properly licensed, insured and operated within all applicable code requirements. We pride ourselveson our risk mitigation policies and planning skills, and work collaboratively with all government stakeholders in our eventsto ensuresafety, compliance and fulfillment of all necessaryobligations months and weeks in advanceof every event. This conduct extends to our vendors and subcontractors, all of whom aregiven comprehensivepre-production guidelines and all necessarypermit materials that must be completed before they commence activation on a Soundskilz job or event site.
We expect to work closely with City Staff and departmentsto conduct pre-event public safety meetings and develop Emergency Action Plan(s) asrequired for each activation. In addition, we shall highlight all necessarypermits and required code compliance months in advanceof the event to our vendors, suppliers and Page of24 33
subcontractors, and will use our technology- basedevent platforms to provide constantmonitoring of required filings, permits and approvals through every step of the production process.
Volunteer Groups & Charity Experience
Through over 100 of our smaller event productions and in virtually every major festival, the Soundskilz team has extensive experience integrating volunteer groups and non-profits, NGOs and other similar organizations. We work with local NPOs to determine opportunities for volunteer staff, discounted or free booth spaceand cross-promotional campaignsto help them spreadtheir messageand campaign drives.
Some examples include:
Our standardpractice of creating a non-profit “ Community Corner” vendor program at every applicable festival, with substantially reduced or zero-cost pricing for NPOs and community organizations to setup vendor experiences/booths and engagethe local community; we dedicate a portion of our ad spending and onsite branding/signage to promote theseinitiatives at each event
Designing and managing a volunteer program during the Huntington Beach 4thof July Festival, comprising 100+ volunteers from local organizations such asJunior Life Guards, to managethe paraderoute, merchandiseand ticket sales, and a 5K fun run for thousandsof entrants. Volunteer groups received donations from the event budget for their contributions.
Collaboration Model
We value collaboration with multiple event stakeholders in every event we produce and in municipal events such as contemplated in this RFP, cooperation and communication among many parties is paramountto success.
Through our upfront survey processof prior stakeholders and participants, we allow people to be heard, gain wisdom from their own firsthand experiences with local events, and help shapebest practices and YOY proposalsthat can only improve the experienceand reputation of the events that take place in the City
We typically conduct monthly and then weekly event statuscalls and/or in- Page of25 33
person meetings as event datesapproach. As well, we remain available for on-demandmeetingsfor urgent or timely event requirementsasneeded/ Our key subcontractorpersonnelare welcome and invited on team calls and specific issue meetings, to ensurethat all parties responsible for execution of critical path elementsare “part of the conversation” that affects their performance and deliverables/scopeof work. Key decisions are therefore able to be informed by the expertsin eachdepartmentor service that needsto be addressed, and things do not get lost in translation or layers of management.
We maintain dedicatedemail accountsfor eachevent (for example, festival@, vendor@, siteops@, publicity@, accounting@ ) that give partnersdirect lines of communication to our executivesand department teams for prompt routing and responseto questions and concerns.
We utilize advancedteam collaboration tools, including ASANA, Slack and others that can be opened to each stakeholder in the event who needsto interact with our direct planning schedules, document repositories and internal chat threads about specific event planning issues.
Through this approach, we have successfully executedlarge scaleevents involving government officials, corporatepartners, publicity/ media teams, technical production units, vendors, suppliers, sponsorsand more in a unified systemwith minimal friction and quick accessto answersand solutions at every step of the event production and planning process.
Company Philosophy: “ Welive for creating memorable moments" At Soundskilz, our philosophy revolves around creating unforgettable live eventsthat bring communities together and leave a lasting positive impact. As an eventcompany specializing in producing live experiences for city municipal clients, we understand the profound influence thesegatherings have on the social fabric of a community. Our philosophy is rooted in four core principles:
1. Community-Centric Approach:
Webelieve that every eventis an opportunity to foster unity and celebrate the diverse tapestry of a city. Our approach is deeply embeddedin understanding the unique characteristics, traditions, and aspirations of eachcommunity we serve. By collaborating closely with our municipal clients and involving local stakeholders, we ensurethat our eventsresonateauthentically with the people they are meantto inspire.
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2. Creativity and Innovation:
Weseeevery eventas a blank canvas, waiting to be transformed into a masterpiece of creativity. Our philosophy encourages us to push the boundaries of conventional eventplanning, exploring innovative conceptsand technologies that elevate the experience to new heights. By seamlesslyblending artistry and technology, we craft eventsthat surprise, delight, and engageattendeesin ways they never imagined.
3. Exceptional Execution:
A great idea can only truly shine when executedflawlessly. Our philosophy hinges on meticulous planning, attention to detail, and a relentlesspursuit of perfection. From the initial conceptualization to the final applause, we leave no stone unturned to ensurethat every aspectof the eventaligns with our client's vision and exceedstheir expectations.
4. Sustainability and Social Responsibility:
Weunderstand that the impact of our eventsgoesbeyondthe immediate spectacle.
Our philosophy embraces environmental stewardship and social responsibility.
Through sustainable eventpractices, we minimize our ecological footprint while leaving a positive mark on the community. Weengage with local businesses, promote inclusivity, and actively seekways to give back, leaving behind a legacy of goodwill.
5. Collaborative Partnership:
Our philosophy extendsto building strong and enduring partnerships. Weview our municipal clients not just as customers, but as partners in our journey to create transformative experiences. Wefoster open communication, mutual respect, and a shareddedication to bringing the vision to life. By working hand-in-hand, we forge relationships that withstand the test of time.
At Soundskilz, our eventsare more than mere gatherings; they are milestones that mark the evolution of cities and their residents. With our unwavering commitment to community, innovation, execution, sustainability, and partnership, we strive to weave the threads of memorable momentsthat leave a lasting impact on hearts and minds.
Agency Fee Discussion for Comprehensive City Municipal Event Management Our fee structure is designed to provide transparent pricing while accommodating the unique needsof each event. We offer competitive rates that reflect the depth of our expertiseand the quality of our services. In our experience, we have seenmany different ways of operating financially in the context of a municipal services contract – and theseare most often (and necessarily) determined by specific financial conditions set forth by the City. The factors that must be considered in any FeeProposal for this RFP include, but are not limited to:
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City Budget expectations and fiscal year approved funds for the event Quantity of events produced per year
Level of talent desiredand total talent budget allocated for the event City funds for generaltourism, advertising and promotional campaigns which may or may not offset event advertising costs
Mandate of event to drive bottom line revenuegains, break even or operateas loss leader
Known costsfor mandatory and specific servicesrequired from the City basedon approved scope
Ability of City to waive specific fees or provide in-kind services and assetssuch asvenues, power, water, Fire, PD, Public Works, OOH advertising assets, etc.
Inflationary outlook for the event window which is 6+ months away Without having a significantly deeperdiscussionwith the City to ascertainthe above data points, and those outlined in the paragraphsabove, it is not possible to propose a straightforward fee schedule.
We are able to outline two practical scenariosaround which a financial arrangement can be modeled if we are awarded the contract. These models have been proven successful in our prior arrangementswith other municipalities, and we remain open and willing to discussand/or negotiatespecific terms during a final round interview with the City to clarify a final FeeProposal amenableto the parties.
SCENARIO A. Fee for Services
City to pay Soundskilz a fee for services, to be determined against an approvedfinal plan of specific activities with all scopeof work, expected outcomesand all material details known and articulated in a Production Services Agreement
The fee would take the form of a single fee for the entire scopeof work, basedon a flat fee or a combination of fee + blended agency rate for hourly billing of specific services
The City would assume100% of the financial obligations for the events and must allocate budgets to the approved plan
SCENARIO B. Revenue/Profit Sharing
Soundskilz can agreeto a lower agencyfee guaranteeand/or waiver of hourly rate Page of28 33
billings if it is able to participate in revenue sharing acrossapplicable streams – such as F& B vendors, operating the bar asthe licensee, ticketing, parking, sponsorshipand more.
We understandthat eachmunicipality' s budget and requirementscan vary. Our proposal is crafted with the flexibility to tailor our servicesto your specific needs, ensuring that you receive exactly what you need while maximizing the impact of every dollar spent. Both models have been proven to be historically successful in our direct experienceand can be modified and/or combined in various ways to match the objectives of the City once they are more fully understood. It is our expectation and hope to discuss those objectives with the City if selectedas a finalist for the RFP.
Our fee proposal is not just about monetary investment; it's a commitment to delivering unmatchedvalue. With a proven track record of successfulmunicipal eventsand a deepunderstandingof your city's unique dynamics, we're confident in our ability to exceed expectations and provide a return on investment that extends far beyond the event itself.
E. Project Team
Pleaserefer to Page7, above, under Organization Chart, for an overview of our project team and biographies.
In addition to our project team, we would intend to subcontractKASTL AMUSEMENTS, anArizona- basedCarnival operator, to manageand deliver the required carnival services once final event details are confirmed with the City.
F. Time Frame
As statedabove, we would estimatean initial planning processof 30-60 days after award to finalize specific details of the event and deliver an accurate version 1 of the project budget for consideration. This would encompassthe initial phasesof the Project ManagementApproach outlined above.
Additional project benchmarks that we would anticipate include:
Talent Offers: 90- 120 days prior to event
TalentAnnounce & Ticket Sales: 45- 90 days prior to event Page of29 33
Social Media Tease: within 30-45 days of Award
Advertising Campaign Tease: 90-120 daysprior to event
Advertising Campaign (full): 60-90 days prior to event
Call for Retail and F& B Vendors: within 30-45 days of Award (including live applications)
Other key benchmarkssuchasfinal venuelayout, permits, public safety plan, power/ sanitation supplier RFPs, etc will be dependenton the required City inputs and subject to City guidelines and internal timelines.
As we own all the requisite stages, lighting and sound neededfor the event, therewould be no needfor a hard date to securethose subcontractors/suppliers.
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G. Executive Summary
We firmly believe that our years of responsible and successful event planning with municipalities – both large and small - have uniquely qualified us for successin this RFP. Our track record and our referenceswill bear this out.
We operate in multiple different states. Do not let the corporate headquarters worry you. This year alone, we have worked with or producedeventsin:
Arizona, Washington, Idaho, Utah, Nevada, California and Texas. We have just beenapproved asa vendor for Seminole Tribe in Florida for their upcoming festivals along with negotiating a contract with Williamsburg Virginia. We pledge to be attentive and responsive to the local City of Buckeye needs.
As the proposal content above demonstrates, we have the requisite experience to help guide the City of Buckeye to createa truly unique, memorable and successfully managetheir community events for which the city can be proud.
We believe that a successfulplan to createand executethis event, while considering community interestsand all the logistical and planning realities, will require a detailed researchand discussion processbefore a final concept, creative design and realistic budget can be presentedfor adoption and approval.
We also believe that the city may not chooseor need100% of our offerings.
Soundskilz is willing to consult or work on toward a more specific scopeof work if the city so chooses. This could be full scopeproduction, just talent booking, vendor managementor just staging and audio.
If chosen as the most qualified agency to meet the City’s needswe are ready, willing and able to engagethe City immediately in that processas part of negotiating an initial agreementfor services.
Upon completion of the requisite researchand discussionprocess, we can flexibly adaptour fee scenarioto meet the City’s objectives and provide the bestservice at the best price. We have the financial meansto managethe event’s upfront costs and the interest in an incentive- laden fee structure if that is the best option for the City’s budget
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8. REFERENCES
Huntington Beach 4thof July Festival www.hb4thofjuly. org Instagram Synopsis: The largest 4thof July celebration west of the Mississippi, a 118-year-old tradition attracting 500K annual attendeesfrom the entire west coast, 15+ additional states and the greaterLA/ SanDiego metro regions and beyond. Open to public.
BroadcastTV Clips
Print/ Digital Media Clips
2023 SponsorDeck
Reference/Contact:
Molly Uemura, Community ServicesSupervisor - Specific Events Cathedral City LGBT Days & Taste of Jalisco
Synopsis: Soundskilz was awarded the official City Agency of Record contractsto produce the 2022 Tasteof Jalisco (Feb) and LGBT Days (March) Festivals in Cathedral City, CA, returning both eventsto form after a 2- year hiatus due to COVID. In 2023 we produced the eventsagain, with substantialYOY growth
https://www.tasteofjalisco.com/
https://www.cathedralCitylgbtdays.com/ Official Event Creative Official Event Creative
PressClip
2023 SponsorDeck
Reference/Contact:
Ryan Hunt, Communications / Events Manager
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Upland Lemon Festival https://www.uplandlemonfestival.com Synopsis: Soundskilz was awarded a multi- year contract to produce the Upland Lemon Festival in the post- COVID era, which for 25+ yearshascelebratedthe City of Upland, CA and its citrus grove history.
Reference Contact: Michael Blay
City Manager
Promotional Video
Post Event EarnedMedia Value
2023 SponsorDeck
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