RFP 300:
Digital Wayfinding +
OOH Advertising Kiosks
City Council
October 25, 2022
RFP Evaluation Team
Scoring/Voting Members:
Susan Cola, City Attorney's Office
Gigi Decavalles-Hughes, Finance
Jay Dinkins, Transportation
Sarkis Metspakyan, Information Services
Alex Nazarchuk, Public Works
Melissa Spagnuolo, City Manager's Office
Jennifer Taylor, Community Development
Interna l Consulta nts:
Heidi Duran, Finance
Araceli Esparza, Finance
Ben Delfin, City Attorney's Office
Jason Kligier, Transportation
Kellee MacDonald, Finance
Stephanie Reich, Community Development
Oscar Santiago, Finance
Background
2019: Budget Task Force Recommendation
2021: Council directed staff to move
forward with OOH RFP
2022: RFP closed with 6 proposals received
2020: Council directed staff to do a
valuation study to look at P3 opportunities
RFP Terms &
Requirements
• 20-year franchise term
• 50 kiosks deployed in two phases
• Percentage of ad space for
City/community use
• Revenue projections with
minimum annual guarantee
• Kiosk features and technical
requirements: public Wi-Fi,
emergency blue phone capability,
pedestrian counting, multi-lingual,
ADA accessible, transit info, etc.
PRELIMINARY
SCORING
Evaluators
reviewed
proposals and
independently
assigned
preliminary scores
by category.
FINAL
SCORING
Evaluators
assigned final
scores based on
the Best and Final
Offers, including
consideration of
interviews and
reference checks.
BEST + FINAL
OFFERS
The two finalists
were asked to
provide Best and
Final Offers.
REFERENCE
CHECKS
Staff selected two
finalists and
contacted
references
provided by each.
PROPOSER
INTERVIEWS
The top 3
proposers were
invited to
interview with City
staff.
SUPERLATIVE
ANALYSIS
The Superlative
Group performed
an in-depth
analysis and
evaluation of the
top 3 finalists.
Evaluation Process
Best + Final Offers
The only opportunity to amend or modify proposals
based on feedback from the City.
Information from competing proposals will not be
disclosed to other proposers prior to submission of a
Best and Final Offer.
01 03
02 Offered the greatest
financial benefits to the City
Sophisticated, cohesive team
whose professionalism
outshined other bidders
throughout the RFP process
Fully customizable kiosks that
will be architecturallydesigned to meld with the
unique characteristics of Santa
Monica's neighborhoods
Will hire a full-time team
dedicated exclusively to
Santa Monica
04 Recommended Bidder: BIG Outdoor
• 50% revenue share
⚬ City's share of revenues estimated to be nearly $9 million upon deployment of Phase 1, and $13.5-17 million when both phases deployed. • If projected revenues are not met, the City would receive a minimum annual guarantee of $5 million per year, commencing upon full deployment of Phase I.
• $4 million signing bonus
Financial Proposal
Other Notable Community Benefits
• Custom kiosk design
• Additional 2% of net revenues to be donated to support the City's choice of community programs or service
• 10% of ad space reserved for City/community use
• Discounted rates for local businesses
Digital Wayfinding & Out-of-Home Advertising Kiosk Program for the City of Santa Monica
Submitted by BIG Outdoor
25 October 2022
LINKING TO THE
FUTURE
1 1. MEET BIGOUTDOOR...........................3
2. QUALIFICATIONS..............................11
3. COMMUNITY ENGAGEMENT……...19
.
4. KIOSK CONCEPTS & FEATURES........22
5. PROJECT PLAN..................................22
CONTENTS
2 MEET BIGOUTDOOR
3 Brad Berkely
CEO & Founder
Mr. Berkley currently serves as CEO of BIG Outdoor
and brings 23+ years of entrepreneurial business
experience and a customer base comprised
primarily of Fortune 500 clients. Before founding BIG
Outdoor, Mr. Berkley successfully founded and sold
Base4 Group. Brad has been featured in Business
Week, CNN, Fox News, National Public Radio, and
numerous other media outlets supporting
entrepreneurship. Mr. Berkley also sits on the boards
of select startups in the Dallas-Fort Worth area.
Eric Niemeyer
Founder
Mr. Niemeyer is one of the Founders of BIG Outdoor,
where he is responsible for new advertising
opportunities and client relationships. He brings over
16 years of media sales and agency management
experience. Previously, Mr. Niemeyer spent eight
years at Outdoor Media Group, where he managed
OOH investments for clients such as Apple, CBS,
Wells Fargo, and Hilton.
MEET BIGOUTDOOR
KEY PERSONNEL | Founders
Domain Northside, Austin, TX Domain Northside, Austin, TX 4 Jason Cox
CTO
With 15+ years of experience in managed services and
operating large scale digital platforms, Mr. Cox is a
notable leader in the industry. He has worked with
clients ranging from small startups to industry leaders like Microsoft, Salesforce, and Viacom, helping
develop impactful events, operational strategies, and
push existing systems beyond their intended design. He
is constantly looking for new and innovative ways to
incorporate technology, and relishes hands-on
moments where he can develop and troubleshoot new
solutions. He’s been invited to speak at such
conferences as DSE and SIGGRAPH.
Bill Tagliaferri
President
Mr. Tagliaferri serves as President and heads the real
estate division for BIG Outdoor and develops media
assets throughout the United States. He has over 20
years experience in OOH, construction management
and real estate services. Mr. Tagliaferri has developed and overseen various digital OOH projects throughout
the US and is very proficient in the implementation of
digital signage networks.
Erin Watkins
General Counsel
Ms. Watkins worked at two nationally-recognized law
firms before joining BIG Outdoor in 2015. She
provides expert and strategic legal advice to
management and sets internal governance policies
to ensure all legal objectives are fulfilled.
She also works with property owners, governmental
entities, and other third parties on the development of BIG Outdoor’s signage assets.
5 MEET BIGOUTDOOR
KEY PERSONNEL | Santa Monica Team
Ryan Levine
VP, West Coast Real Estate
Mr. Levine brings over a decade of experience to
managing BIG Outdoor’s existing Landlord partnerships and spearheads new signage developments on the West
Coast. He joined BIG Outdoor in 2014 after four years with Van Wagner Outdoor, where he was responsible for
signage inventory development and alternative OOH
product growth in the Los Angeles market.
Natina Urbano
Director of Operations West Coast
Natina Urbano has a decade of successful
experience in operations management. Ms. Urbano
oversees the expansion of assets and photography
on the West Coast. She hails from the state of Texas
(where she attended Texas State University) and she
is a strong believer in under-promising and always
over- delivering.
Ro Reyes
VP, West Coast Sales
Ms. Ro Reyes handles national sales for the West
Coast. With 12+ years of experience, she is responsible for the company’s relationships with top premier
agencies and accounts such as Apple, Warner Bros,
Amazon, Netflix, Hulu, T-Mobile and CW, to name a
few. She manages a team and ensures the highest
standards of quality control and quality assurance,
both internally and externally. She’s developed and
implemented policies and procedures and oversees
the day-to-day operational duties for Apple.
6 MEET BIGOUTDOOR
KEY PERSONNEL | Santa Monica Team
Emily Lanzillotti
National Sales Representative
Ms. Lanzillotti is a member of our West Coast
Sales Team, responsible for servicing and
growing relationships with our key agencies
and accounts. These include Google,
Youtube, Disney & Universal Studio’s, among
others. With over seven years of OOH
experience, she has worked on both the
Agency and Sales side of the industry, as well
as international experience (she's an
Australian native). This mix of OOH knowledge
helps support her clients’ strategies and
campaign execution.
Nicole Enriquez
National Sales Planner
Nicole Enriquez is a National Sales Planner
for BIG Outdoor's West coast team. She has
7+ years experience in the OOH industry on
both the client and media partner side. Her
agency experience has helped her
develop a deep understanding of client
needs and how to best position BIG
Outdoor within the OOH ecosystem. Nicole
is a Santa Monica native but spent time on
the East coast during college at Boston
University.
7 MEET BIGOUTDOOR
Markets
PORTLAND
SAN FRANCISCO
SAN DIEGO
AUSTIN
CHICAGO
ATLANTA
PHILADELPHIA
BOSTON
BIGOUTDOOR
2 LOS ANGELES OFFICES
BIGOUTDOOR
NEW YORK OFFICE
BIGOUTDOOR
DALLAS OFFICE
8 MEET ROVEiQ
Profile
Rove iQ is a technology company headquartered in Greater Cincinnati, Ohio, with additional offices in Miami, Florida. • BIGOUTDOOR and RoveiQ have a strategic partnership. • BIGOUTDOOR is invested in RoveiQ • RoveiQ has the most interactive kiosks deployed in the state of Florida
RoveiQ’s Brand Promise:
To enrich lives through intelligent software designed to move humans.
Rove iQ is in the following markets:
• Newport Beach, CA • Irvine, CA • Bay Area, CA • Atlanta, GA • Lawrenceburg, IN • Cleveland, OH • Cincinnati, OH • Charlette, NC • Raleigh, NC • Las Vegas, NV • Miami, FL • Orlando, FL • Tampa, FL • Cape Coral, FL Nick Duskey
Chief Technology Officer
Mr. Duskey has 10+ years of
technical and development
experience, implementing new
products and processes. Nick
Manages the software
development and security of our
technology.
Russ Middleton
Chief Operations Officer
Mr. Middleton will be responsible
for taking you through the
deployment process of the Rove
iQ user experience. He creates
the user interface and user
experience for all parts of the
digital screens. He has over 10
years of experience in deploying
digital kiosks software, hardware,
and other technologies around
the country.
PJ Thelen
Chief Executive Officer
Mr. Thelen has 25+ years of leadership
experience servicing the IT industry in
hardware, software, and services. Prior
to joining Rove iQ, Mr. Thelen was
President of Sunrise Technology (a
division of the Kroger grocery chain),
an innovative company that
developed strategic technologies like
Edge (an interactive digital smart shelf
system) and Gen 3 Zooter (a powerful
device that tracks merchandising
programs, improves inventory
management, and analyzes customer
engagement trends by leveraging
video analytics, automation, and
machine learning.
Steven McFarland
Vice President of Client
Relations
Mr. McFarland has coordinated the
majority of Rove iQ’s projects and is
responsible for making sure that all
parties are working toward deadlines
together, and are organized to
complete tasks.
CJ Dyas
Product Designer
Mr. Dyas assists in the design of the
User Interface and Experience from
the moment it's sketched out on
paper, until its being used by
residents and visitors of the city.
After installation, Mr. Dyas is
responsible for designing new
features, modifying existing
features, and making adjustments
to the User Experience based on
user behavior and feedback.
Annika Synnestvedt
Customer Success Manager
Ms. Synnestvedt focuses on the
importance of customer
satisfaction, continual service
improvement, and the value of
data analytics.
9 MEET ROVEiQ
KEY PERSONNEL | Santa Monica Team
Santa Monica Success Ambassador
BIG Outdoor will dedicate full-time staff
to interface directly with the City for all
communications. This will be a
community member who’s intimately
familiar with the neighborhoods, the
community, and the unique businesses
that define it. The job will be to work
closely with these businesses – to bring
them into the program and make it work
for them.
Director of Operations/Field Operations
Associates
BIG Outdoor will hire full-time employees
to interface directly with incoming
maintenance calls from field techs and
community members. The job will be to
work closely with the Field team to ensure
the displays are clean and operational. If
notified by city staff, community
members, or if BIG Outdoor cannot
resolve remotely, the field tech can be
on site immediately and determine if any
additional maintenance or repairs are
needed.
10 MEET BIGOUTDOOR
KEY PERSONNEL | Santa Monica Dedicated Team
Currently recruiting a full-time staff that will be based in Santa Monica.
QUALIFICATIONS
11 QUALIFICATIONS
Dallas, TX Dallas, TX
12 QUALIFICATIONS
13 Austin, TX
QUALIFICATIONS
Manhattan Beach, CA North Hollywood, CA
14 QUALIFICATIONS
Irvine, CA Miami, FL
15 QUALIFICATIONS
West Hollywood, CA New York City, NY
16 One of our most cherished case studies is BIG Outdoor’s longstanding partnership with Macerich at Santa Monica Place (SMP). It’s a great example of our 360° Partnership approach in action.
BIG Outdoor took over sales operations for three static signs and nearly doubled the sales revenues of the previous operator. Working closely with Macerich and SMP tenants – to explore ways to engage the public and promote their retail businesses – led to ever bigger trust and success:
• In 2013, we began selling static signs at SMP. We built a state-of-the-art digital sign.
BIG Outdoor more than doubled sales revenue on the static signs, prompting Macerich to expand our partnership, & our success with that asset led to the development of the first large-format digital display on the West Side of Los Angeles in 2016.
• In 2019, we expanded our SMP digital network again, with 4 full-motion digital displays.
• The BIG Outdoor team consistently overdelivers on annual projections.
An important ingredient to this success is real, hands-on, grassroots collaboration with the retail tenants—to understand their needs and find affordable, high-impact advertising opportunities for them.
We at BIG Outdoor are extremely proud of the SMP partnership, which helped shape (and serves as a model for) our 360° approach to other partnerships.
QUALIFICATIONS
CASE STUDY | Santa Monica Place
17 QUALIFICATIONS
PUBLIC/ PRIVATE | Collective Partnerships
18 SAN DIEGO
Gas Lamp District Kiosk Program | February 2022 | 219
COMMUNITY
ENGAGEMENT
• Full-time program ambassador, based in
Santa Monica. BIG Outdoor will dedicate a
full-time employee to interface directly
with the City for all communications. This will
be a community member who’s intimately
familiar with the neighborhoods, the
community, and the unique businesses that
define it. The job will be to work closely with
these businesses – to bring them into the
program and make it work for them.
• High standards for
advertising
content – strictly
maintained at all
times.
Agencies&
Advertisers
City of
Santa Monica
COMMUNITY ENGAGEMENT
BIGOUTDOOR | 360° Partnership
Local Business
& BIDs
Residents
20 • Discounted local sales program
• 10% free screen time
• BIG Outdoor is a member of
the Santa Monica Chamber
of Commerce
• Intelligent, easy-to-use
wayfinding software
COMMUNITY ENGAGEMENT
INFORM CONSULT INVOLVE COLLABORATE EMPOWER
• public safety and
Emergency alerts
• wayfinding
• safe shelter
• social services
• 311
• local business list
• local events
• photo booth
• social media
• polling
• feedback
• surveys
• workshops
• community service
activities
• art & culture
• job board
• funding for various
civic projects
• ADA compliant
• multilingual
21 Gas Lamp District Kiosk Program | February 2022 | 222
KIOSK CONCEPTS
& FEATURES
KIOSK CONCEPTS & FEATURES
Concepts
2 KIOSK CONCEPTS & FEATURES
Additional Concepts
24 KIOSK CONCEPTS & FEATURES
25 KIOSK CONCEPTS & FEATURES
26 KIOSK CONCEPTS & FEATURES
27 KIOSK CONCEPTS & FEATURES
28 KIOSK CONCEPTS & FEATURES
Proven Hardware
Extreme Sustainability
• 100% RoHS compliant
• No air conditioning, no refrigerants (CFCs or freon)
• No disposable air filters necessary
• Made from 95%+ recyclable materials1
Industry Leading Reliability
• Highest reliability/longevity in the industry
• 99%+ uptime based upon nearly 30,000 digital faces
deployed in outdoor environments globally
• Best in class remote monitoring and management
• BoldVu (formerly LG-MRI) hardware is the most reliable in the industry
25-50% less power consumption than the
competition
• Average Monthly Power Consumption: 730 (kWh/mt)
• Average Yearly Power Consumption: 8,760 (kWh/yr)
Endless Options
With many hardware designs and software options
available Santa Monica can create the right solution
for the community.
29 With many hardware designs and software options available, Santa Monica has the opportunity to choose the right design for the community
KIOSK CONCEPTS & FEATURES
Digital Kiosk Hardware Features
30 Thermal Management
• Multi-patented, dual-loop thermal management
system keeps components sealed from exposure
to ambient air and contaminants.
• Ensures full performance in ambient environments of
temperatures between -40°C~50°C (-40°F~122°F).
• No air filters, resulting in less periodic maintenance.
Outdoor Proofing
• Vandal resistance Anti-Reflective (AR) treatment on
both sides of glass minimizes haze and reflection.
• Stainless steel and powder-coated aluminum protect
against vandalism, rust, and salt-air corrosion.
• Design consistent with IP66 standards.
Image Optimization
• Ultra 4K Definition Support.
• Optimal image quality in all lighting conditions.
• Improves color saturation and contrast.
• Dynamically adjust level, gamma values, and backlight luminance.
• Reduces backlight power consumption and heat
generation, extends backlight life.
Video Verification
• Real-time hardware monitoring of every video frame to ensure proper playback.
• Abnormal behavior is addressed via automatic power
cycle on the media player.
Energy Monitoring
• Monitors line current and voltage to report on power
consumption.
• Dynamically sheds power load to prevent tripped circuit breakers when available power fluctuates.
Enduring Luminance
• Maintains specified luminance for 10 years, without
fading over time.
• Auto-brightness adjustment based on geolocation
firmware, adjusting brightness based on time of day.
• Maximum Brightness: 3,500 nits
The kiosk has multiple templates you can choose to manage its two modes of operation, which simultaneously reinforce the City’s brand as a premier destination while actively engaging the public. These operation modes effectively mix interactive and commercial messaging.
KIOSK CONCEPTS & FEATURES
Platform | Operational Modes
31 Passive Mode (Loop)
This is the default mode of operation when someone is not interacting with the kiosk. The screen rotates advertising, City messages, and information about upcoming events in fullscreen display. Loop timing can be programmed. Kiosk users can access City ads and/or revenue-generating ads.
The kiosk has multiple templates you can choose to manage its two modes of operation, which simultaneously reinforce the City’s brand as a premier destination while actively engaging the public. These operation modes effectively mix interactive and commercial messaging.
KIOSK CONCEPTS & FEATURES
Platform | Operational Modes
32 Engagement Mode (Interactive)
Once someone touches the screen, the ad loop disappears (or shifts to the top of the screen depending on the template you select) and the interactive applications appear with options similar to a smartphone experience.
KIOSK CONCEPTS & FEATURES
Software Platform Use Cases
SEARCH FOR
BUSINESSES
WAYFINDING EMERGENGY & SAFETY
TOUCH ENABLED
33 AUGMENTED REALITY SELFIES
KIOSK CONCEPTS & FEATURES
Software Platform Use Cases
WEATHER LOCATE PUBLIC
TRANSIT/MICRO MOBILITY
MULTILINGUAL
34 AUGMENTED REALITY
SELFIES
Shop
Find a new dress, a gift, or arts
and crafts. Shop brings users to
the nearest store right for them!
Dine
Find the perfect date night
location or a quick bite to eat
during your break. Dine helps
users satisfy their taste buds!
Stay
Stay brings users to hotels and
Inns throughout the city to sleep
peacefully!
Search
The entire city, right at your
fingertips! Search lets users find
anything they need.
Selfie
Augmented Reality Selfie Filters
help users capture moments to
last a lifetime and send it to their
phone.
Transit
View bus schedules and live
arrival estimates by pinging local
transit APIʼs and bringing to one
screen.
Weather
View a local dynamic weather
forecast that updates in real time
so youʼre never caught in the rain!
Events
View upcoming city-wide events,
concerts, block parties and more
as they are announced!
Activities
Find a movie theater, golf field, or
an arcade to enjoy with a group
or solo!
Maps
Intelligent, intuitive and artistic; this
is way-finding reimagined. The
heart of Rove iQ is its industry
leading wayfinding application.
Amenities
Find public restrooms, ATMs,
public parks and more!
KIOSK CONCEPTS & FEATURES
Community Apps – Completely Customizable
35 Service
From banking to auto repairs,
Service provides users with
directions to get the help that
they need!
COMMUNITY ENGAGEMENT
A Commitment to Universal Design & Personal Custom Interface
ACCESSIBILITY
The kiosks will be public resources—and that means
they need to be easy to use for everyone. Our platform is designed for everyone to enjoy the same ease of use.
• Partner with Disability Community Resource Center (DCRC) • Universal Design for easy-to-use functionality
• Wayfinding curated specifically for people with mobility challenges • User buttons are accessible to all
• Toggle contrast and font size
36 FIELD TECH APP CLEAN & SAFE APP SERVICE TICKETS/ WORK ORDERS
KIOSK CONCEPTS & FEATURES
Maintenance Program
37 THANK YOU • Collaborate with community members and key stakeholders • BIGOUTDOOR has already began speaking to dozens of local businesses and non-profits
• BIGOUTDOOR’s dedicated Santa Monica based staff will
consist of community members who directly engage with
city staff, residents, businesses and stakeholders.
• BIG’s Dedicated & Focused Team of software developers, exclusive project management and maintenance staff, content designers, media team and community ambassadors.
• Customizable designs • Hardware & software interface will be fully customized and upgraded throughout the franchise term
• Input from key stakeholders and city staff is critical for this program to be a success
• Financials • Signing bonus upon execution • Guaranteed annual payments • 50/50 Percentage revenue share (greater of guaranteed rent)
• Dedicated city messaging on displays as well as unsold time
• 2% of BIGOUTDOOR’s annual revenue received from
franchise agreement to fund additional city
projects/initiatives
38 Staff Recommendation
Adopt a Resolution of Intent declaring the Council’s intent to hold a public hearing on November 15, 2022 to award a franchise to BIG Outdoor for the installation, operation, and maintenance of a digital wayfinding and out-of-home advertising kiosk network, per the terms and conditions stated in the resolution.