Digital Wa yfinding &
Out-of-Home Kiosk
Fra nchise Awa rd
City Council
December 13, 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
Internal Consultants:
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
Council Action
November 15, 2022
Council unanimously voted to adopt a Resolution of
Intent declaring the Council’s intent to hold a public
hearing on December 13, 2022 to award a franchise
to BIG Outdoor for the installation, operation, and
maintenance of a digital wayfinding and out-ofhome advertising kiosk network for a 20-year term.
RFP
Scope of
Work
Successful franchisee will be
managing a comprehensive
advertising program, and will
include providers who have successfully deployed,
operated, and maintained
kiosk programs in a minimum
of three other similar markets.
Evaluation Criteria + Scoring
Experience & Technical Competence 20%
Ability to Meet Project Work Plan & Timelines 15%
Quality Control 15%
Revenue Projections & Profit Sharing 25%
Stability & References 10%
Value-Add & Breadth of Service 15%
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
01 02 Offered the greatest
community and financial
benefits to Santa Monica
Will hire a full-time team
dedicated exclusively to
Santa Monica
Recommended Bidder: BIG Outdoor
03 04
Custom-designed kiosks
with innovative technology
and durable hardware
Success Ambassador to be
hired from Santa Monica
community
Best + Final Offers
BIG Outdoor: Requested commitment to integrating new
technologies; small/local business programs or
discounts; detailed community engagement plan
IKE Smart City: Requested all the above, plus
commitment to cover cost of kiosk replacement; signing
bonus (if any); highest minimum annual guarantee
Community Benefits
Full-Time
Santa Monica
Ambassador
Local
Business
Discount
Share of
Voice
Locate Office/
Warehouse in
Santa Monica
In-Market
Maintenance
Team Additional Benefits*
BIG Outdoor Yes
up to 90%
(confirmed
prior to
selection)
10% Yes 7 days per
week
Donate 2% of revenue
share annually ($112K-
$298K) back to City to
support community
programs and services
IKE Smart City No 50%
(BAFO)
12.5%
(original)
25%
(BAFO)
No 5 days per
week
$250K per year ad space
donated to local
businesses
*Added in BAFO
Financial Benefits
Proposal
Projected
Revenues
BAFO
Projected
Revenues Proposal MAG BAFO MAG
Proposal
Signing
Bonus
BAFO
Signing
Bonus
BIG
Outdoor $14,876,341 $14,876,341 $5.49 million
(25 or 50 kiosks)
$5.49 million
(25 or 50 kiosks) $3 million $4 million
IKE Smart
City $4,181,808 $5,301,295
$0.9 million
(25 kiosks)
$1.77
(50 kiosks)
$1.66 million *
(25 kiosks)
$3.18 million *
(50 kiosks)
$0 $1 million
Financial Benefits
Proposal
Projected
Revenues
BAFO
Projected
Revenues Proposal MAG BAFO MAG
Proposal
Signing
Bonus
BAFO
Signing
Bonus
BIG
Outdoor $14,876,341 $14,876,341 $5.49 million
(25 or 50 kiosks)
$5.49 million
(25 or 50 kiosks) $3 million $4 million
IKE Smart
City $4,181,808 $5,301,295
$0.9 million
(25 kiosks)
$1.77
(50 kiosks)
$1.66 million *
(25 kiosks)
$3.18 million *
(50 kiosks)
$0 $1 million
Financial Benefits
Proposal
Projected
Revenues
BAFO
Projected
Revenues Proposal MAG BAFO MAG
Proposal
Signing
Bonus
BAFO
Signing
Bonus
BIG
Outdoor $14,876,341 $14,876,341 $5.49 million
(25 or 50 kiosks)
$5.49 million
(25 or 50 kiosks) $3 million $4 million
IKE Smart
City $4,181,808 $5,301,295
$0.9 million
(25 kiosks)
$1.77
(50 kiosks)
$1.66 million *
(25 kiosks)
$3.18 million *
(50 kiosks)
$0 $1 million
Staff Recommendation
1. Adopt a finding of Categorical Exemption pursuant to Sections 15303 (New Construction or Conversion of Small Structures) and 15311 (Accessory Structures) of the California Environmental Quality Act (CEQA) Guidelines in accordance with the Environmental Review section of this report;
2. Hold a public hearing, receive public comment, and hear protests, if any, for the award of RFP 300: Digital Wayfinding and Out-of-Home Advertising Kiosk Program;
3. Introduce for first reading the attached ordinance to award a franchise to BIG Outdoor for the installation, operation, and maintenance of a digital wayfinding and out-of-home advertising kiosk network for a 20-year term, per the terms and conditions stated in the ordinance;
4. Authorize the City Manager to negotiate and execute a franchise agreement with BIG Outdoorfor a total of 20 years, perthe terms and conditions stated in the ordinance; and
5. Authorize budget changes as outlined in the Financial Impacts & Budget Actions section of this report in the event that the franchise is awarded.