Agenda Item: 15
CITY OF SANTA CLARITA
AGENDA REPORT
CONSENT CALENDAR
CITY MANAGER APPROVAL:
DATE: June 23, 2026
SUBJECT: TOURISM MARKETING DISTRICT ADVERTISING CONTRACT DEPARTMENT: Economic Development
PRESENTER: Tyler Pledger
RECOMMENDED ACTION
City Council:
1. Award a one-year contract to Commune Communication to provide marketing and advertising services for the Tourism Marketing District, for a total contract amount not to exceed $438,000.
2. Approve ongoing transfers of $50,495 from the Tourism Marketing District Fund (Fund 360) Tourism Marketing District-Professional Services Expenditure Account (3603504-516102) and $12,000 from Tourism Marketing District-Promotion and Publicity Expenditure Account (3603504-516105) to Tourism Marketing District-Advertising Expenditure Account (3603504-516104).
3. Appropriate ongoing funds in the amount of $87,000 from the Tourism Marketing District Fund (Fund 360) to Tourism Marketing District-Advertising Expenditure Account (3603504- 516104).
4. Authorize the City Manager or designee to execute up to three additional, one-year renewal options beginning in year two, not to exceed the annual contract amount, plus an adjustment consistent with the appropriate Consumer Price Index, upon request of the contractor, and contingent upon the appropriation of funds by the City Council in the annual budget for such fiscal year.
5. Authorize the City Manager or designee to execute all contracts and associated documents, subject to City Attorney review.
BACKGROUND
The City of Santa Clarita (City) Tourism Marketing District (TMD) was established to support programs and initiatives that enhance tourism, increase overnight visitation, and promote Santa Clarita as a premier tourist destination. The TMD is funded through a 2 percent assessment on hotel room stays collected from the ten local hotels participating in the district, with revenues dedicated specifically toward tourism promotion and marketing activities.
Tourism Marketing District funded efforts include destination marketing campaigns, advertising and public relations programs, participation in industry conferences and trade shows, and strategic outreach designed to attract leisure travelers, meeting and event planners, sports tourism, and outdoor recreation opportunities that generate economic activity for local businesses.
The City has traditionally contracted with full-service advertising agencies to assist with brand strategy, creative development, and the deployment of multimedia advertising campaigns. These campaigns have delivered strong results, including enhanced brand recognition, hotel room bookings, increased year-over-year traffic to the VisitSantaClarita website, and growth in corporate meetings and events.
To build upon these efforts in the increasingly dynamic tourist environment, the City issued a Request for Proposal (RFP) for full-service advertising services that expanded beyond traditional media planning and creative development to place greater emphasis on measurable tourism outcomes. Specifically, the RFP required data-driven traveler research to inform marketing strategies and audience targeting, enhanced search engine and artificial intelligence optimization to improve destination visibility, and the design and production of the annual Santa Clarita Visitor Guide. The RFP also sought improved performance measurement tools capable of demonstrating the relationship between advertising efforts and lodging demand.
The RFP was published and circulated via the City’s e-procurement system BidNet on April 21, 2026. The City transmitted the solicitation to 4,509 vendors on BidNet, of which 186 vendors downloaded the RFP. A total of 15 companies provided proposals for consideration.
An evaluation panel comprised of City staff reviewed and scored each of the proposals using the following criteria:
• Experience with destination marketing or similar campaigns, including qualifications of the firm and assigned personnel (15 points)
• Ability to conduct data-driven research and develop effective strategies that drive overnight visitation and support TMD goals (20 points)
• Experience developing and optimizing integrated media plans, including targeting, placement and vendor negotiation (20 points)
• Quality and effectiveness of creative campaigns, including ability to differentiate a destination brand and drive engagement and visitation intent (15 points) • Ability to manage campaigns, budgets, schedules, and vendors and provide performance tracking tied to Key Performance Indicators (15 points)
• Quality and relevance of references and demonstrated record of successful project delivery (5 points)
• Overall cost of services (10 points)
The following shows the results of the rankings by the evaluation panel on a 100-point scale:
Staff evaluated proposals from each firm based on qualifications, relevant experience, and the ability to develop effective strategies that support TMD goals and drive overnight visitation.
Each proposal put forward a scope of work not to exceed $460,000 inclusive of several optional services such as enhanced search engine and artificial intelligence optimization, visitor guide development, and airport advertising coordination. Following the initial evaluation, the four highest-scoring firms were invited to participate in interviews with the evaluation panel.
Interviews were conducted to further assess each firm's qualifications, approach, and overall fit for the project and were scored as an additional 15 points.
Rank Company Score
1 Commune Communication 14
2 Riester Pacific Inc 11
3 The Abbi Agency 11
4 85SIXTY 9
Following the interviews, Commune Communication remained the highest-scoring proposer based on the overall evaluation criteria. Staff subsequently entered into negotiations with Commune Communication to further refine the scope and pricing of services.
Rank Company Location Score
1 Commune Communication Long Beach, CA 91
2 Riester Pacific Inc El Segundo, CA 86
3 85SIXTY Del Mar, CA 86
4 The Abbi Agency Reno, NV 85
5 6
7 Paradise Advertising & Marketing St. Petersburg, FL 84 6 7
Brown Marketing Strategies San Diego, CA 82
7 Sparkloft Media Portland, OR 82
8 Ron Foth Advertising Columbus, OH 81
9 Hawke Media Santa Monica, CA 75
10 WeUsThem Inc Halifax, Canada 70
11 Porter Communication Orangevale, CA 68
12 Lundmark Advertising Kansas City, MI 60
13 American Eagle Co Inc Ann Arbor, MO 58
14 Omnia Communications LLC Dublin, CA 56
15 Practical Effects Mechanicville, NY 47
As a result of the negotiations, Commune Communication Best and Final Offer totaled an annual not-to-exceed contract amount of $438,000.
As reflected in their high scores, the firm demonstrated a strong understanding of destination marketing and presented a data-driven strategy and integrated media approach aligned with the goals of Visit Santa Clarita and the Tourism Marketing District. Commune Communication also demonstrated extensive experience serving destination marketing organizations, a proven track record of successful tourism campaigns, and the ability to develop and implement strategies designed to increase overnight visitation, all at a competitive and market-value cost. Based on the results of the evaluation process, staff recommends awarding the contract to Commune Communication.
ALTERNATIVE ACTION
Other action as determined by the City Council.
FISCAL IMPACT
Upon approval of the recommended actions, adequate funds in the amount of $438,000 will be available in Tourism Marketing District-Advertising Expenditure Account (3603504-516104) to support the contract.
ATTACHMENTS
Commune Communication’s Proposal and Cost File (available in the City Clerk's Reading File)