ATTACHMENT I
Draft Scope of Services
The City of Hayward seeks a qualified consultant or consultant team to plan, coordinate, market, and produce Hayward Amplified 2.0, a distributed series of six to ten smaller-scale public events held throughout Hayward during the spring and summer 2027 season.
Hayward Amplified 2.0 will build on the City’s initial business-led activation program by providing more direct and comprehensive event production support. The selected consultant will work under the direction of the City’s Economic Development Division and in partnership with local businesses, property owners, community organizations, and other stakeholders.
The event series should create consistent activity throughout the season, encourage repeat visitation, increase foot traffic to participating and nearby businesses, and offer engaging experiences that reflect the character of Hayward’s commercial areas. Events may incorporate live entertainment, family-friendly activities, local vendors, arts and cultural programming, fitness and wellness activities, and other concepts developed through the planning process.
1. Program Planning and Event Development
The consultant will:
Meet with City staff to confirm program goals, available resources, priority audiences, potential locations, and the overall implementation schedule.
Develop a coordinated series of six to ten smaller-scale events distributed throughout the Spring and Summer 2027 season.
Recommend an appropriate mix, frequency, and geographic distribution of events to create consistent activation and encourage repeat visitation.
Develop localized event concepts that respond to the participating businesses, surrounding commercial area, available event space, and intended audience.
Identify opportunities to connect individual events through common branding, programming, or promotional strategies while allowing each event to maintain a distinct identity.
Prepare an event plan for each activation that identifies the concept, intended audience, location, schedule, activities, participating partners, staffing, equipment, budget, operational requirements, and anticipated outcomes.
Maintain a program-wide work plan, budget, and production schedule and provide regular progress updates to City staff.
2. Business and Community Partner Coordination
The consultant will:
Work with City staff to identify and engage participating businesses, property owners, community organizations, performers, vendors, and other local partners.
Conduct outreach and coordination necessary to incorporate participating businesses and community partners into event programming.
Clearly define the roles, responsibilities, and commitments of participating businesses and partners.
Develop activities and promotional strategies that encourage attendees to visit participating businesses and explore surrounding commercial areas.
Identify opportunities for collaboration among neighboring businesses and organizations.
Provide businesses with practical, accessible support that allows them to participate without assuming primary responsibility for event planning and production.
Maintain regular communication with participating businesses and partners before, during, and following each event.
3. Event Logistics and Production
The consultant will:
Manage the planning and production of each City-approved event.
Coordinate performers, vendors, rentals, equipment, furnishings, site layouts, utilities, signage, setup, event-day operations, and breakdown, as applicable.
Develop detailed production schedules, staffing plans, vendor assignments, site plans, emergency procedures, and weather or other contingency plans.
Provide or coordinate sufficient event staffing, including on-site management and operational support.
Coordinate with City staff and applicable departments to identify permitting, public-space use, accessibility, public safety, insurance, and other operational requirements.
Prepare and submit required event-related materials in sufficient time for City review and approval.
Track applicable permits and approvals through completion. The City will retain its standard regulatory review and approval authority.
Serve as the primary production contact for participating businesses, performers, vendors, and event partners, subject to the City’s direction.
Respond to production issues and changing conditions in a timely manner.
4. Marketing and Promotion
The consultant will:
Develop an overall marketing and communications strategy for the Hayward Amplified 2.0 event series.
Prepare event-specific promotional plans that identify target audiences, messaging, outreach channels, timelines, and partner responsibilities.
Create or coordinate promotional content and materials, which may include branding, graphics, flyers, social media content, digital advertising, photography, short-form video, website content, media outreach, and on-site signage.
Submit public-facing materials to the City for review and approval before publication or distribution.
Coordinate promotional activities with City staff, participating businesses, community partners, performers, and vendors.
Provide businesses and partners with promotional materials and guidance that allow them to support outreach through their own communication channels.
Track promotional activities and available measures of audience reach, engagement, and response.
5. Budget and Vendor Management
The consultant will:
Develop a detailed budget for each proposed event and a consolidated budget for the full event series.
Manage the program within the total budget authorized by the City.
Clearly distinguish consulting and project management fees from talent, production, marketing, materials, equipment, staffing, permitting, and other direct event expenses.
Identify any costs that the proposal assumes the City or participating partners will pay directly.
Obtain and manage quotes, agreements, schedules, insurance documentation, and deliverables from vendors and subcontractors, subject to City approval and the terms of the resulting agreement.
Track proposed, committed, and actual expenditures throughout the contract period.
Provide regular budget updates and promptly submit proposed changes or reallocations to the City for review and approval.
Obtain City approval before incurring costs outside an approved event plan or budget.
6. Evaluation and Reporting
The consultant will:
Develop a practical evaluation framework for individual events and the overall series.
Track available measures such as attendance, participating businesses and partners, vendor participation, audience engagement, promotional reach, and feedback from participating businesses.
Establish a consistent process for gathering feedback from businesses, partners, attendees, and City staff.
Complete a brief after-action review following each event that documents outcomes, challenges, expenditures, and recommended adjustments.
Apply lessons from completed events to improve later events within the series.
Submit a final report summarizing the events produced, participation, available results, promotional performance, expenditures, lessons learned, and recommendations for future activations.
Provide the City with final copies of event plans, promotional materials, photographs, video, participant information, evaluation results, and other program materials created under the agreement.
7. City Review and Approval
The consultant and City staff will refine event concepts, locations, budgets, and deliverables following contract award. The consultant may begin production or incur event-specific expenses only after the City approves the applicable event plan and budget.
The City may modify, postpone, relocate, or cancel a proposed event based on funding, permitting, public safety, scheduling, site availability, weather, or other operational considerations. The consultant will work with the City to adjust the event series while preserving the overall program goals and remaining within the authorized contract amount.
Attachment I Scope of Services