May 9, Downtown San Leandro Community Benefit District-Request for Proposal

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1 May 9, 2014 Re: Downtown San Leandro Community Benefit District-Request for Proposal Dear Graphic Design Firm: You are invited to participate in the bid process for providing a graphic Identity package to the Downtown San Leandro Community Benefit District (CBD). Enclosed for your review is a Request for Proposal and information pertaining to the specifications of submitting a proposal for the graphic identity package. The enclosed Request for Proposal is intended to provide each service provider with enough information to submit an appropriate bid for our district. The purpose of this process is to determine the service provider who best meets the demands of the community and requirements of the CBD contract. The CBD intends to select the company capable of providing the personnel and services specified in the enclosed RFP at the most competitive price. Three copies of all bids should be submitted in an envelope marked Graphic Identity Package no later than 5:00 pm on Wednesday, May 28, Please ensure that all requested documentation is provided; only complete packages will be considered. You may send packages by mail or drop them off in person at the address provided below: Rezsin Gonzalez, District Manger Downtown San Leandro Community Benefit District 101 Estudillo Ave. San Leandro, CA Rezsin@oaklandvm.com Included in this package in addition to the Graphic Identity Package RFP are the following documents: Exhibit A Examples of graphics and logo currently identified with the Downtown Exhibit B Map of District Please feel free to contact the CBD office directly if you require any further information in order to complete a proposal. Thank you in advance for your time and interest in servicing the San Leandro community. Very truly yours, The Downtown San Leandro Community Benefit District

2 Downtown San Leandro Community Benefit District REQUEST FOR PROPOSAL Graphic Identity Package 101 Estudillo Ave., San Leandro CA, 94577

3 Background The San Leandro Improvement Association (SLIA) is a public benefit corporation whose primary function is to administer the Downtown San Leandro Community Benefit District (CBD). The Downtown San Leandro Community Benefit District was approved by a vote of the affected property owners in July 2013, and authorized by City Council action on July 15th, The SLIA has a contract with the City of San Leandro to administer the revenues for this assessment district. This is the first year of operation of the District, which commenced on December 20th, As a newly formed non-profit, the CBD is in need of a graphic identity package. The special benefit services funded by this CBD include maintaining security, cleanliness and order in the public rights of way, improving district identity, running a web site and all District events, serving the corporations administrative needs and advocating on behalf of the area s property owners, business owners and residents. The CBD is a mandatory assessment district that funds special benefits or services over and above those currently provided by the City of San Leandro. The District includes all property owners within the boundaries of the attached map. The function of the CBD is also one of an advocacy organization that seeks to improve the overall appearance, building/commercial mix and public space improvements within the district. The San Leandro Community Benefit District is seeking distinct graphic and identity deliverables which reinforce the following mission: 1) Downtown San Leandro Community Benefit District (CBD) will provide security, hospitality, sidewalk maintenance, beautification, promotional, and marketing activities and improvements through implementation of the District Management Plan adopted for Downtown San Leandro. The CBD must have a distinct logo and graphic identity package for which projects and product of the CBD can be identified. There is logo and color palette which has been used previously for the purpose of branding the Downtown, which the City of San Leandro had produced and has turned over to the CBD to use if desired. The CBD would like to have three possible identity packages from which to choose for this portion of the RFP: a) A minor update of the City provided logo and materials b) A moderate update of the City logo and materials c) A significant revamping of the City logo and materials SCOPE AND DELIVERABLE GUIDELINES The selected vendor will be asked to provide the following Logos: The selected vendor will be asked to present 3 logo concepts*. The vendor should expect to be asked for several revisions to the concepts presented. All logos should represent the mission of the organization; feel clean, crisp, and modern; and should be applicable across multiple platforms (print, website, social media, etc.). Logo mark or symbol Word mark or logotype Logos for use on White/Light Backgrounds Logos for use on Dark Backgrounds Logos in grayscale Logos in horizontal and vertical orientations (if necessary for the design) Fonts: Development of new font palette Color Palette: Development of a color palette

4 Graphic Elements: Creation of several identifying, unifying elements to create a strong, recognizable visual identity. Please note, Best Building has been incorporated in several logos representing the Downtown and is the location of the CBD office. Stationery: Business cards Letterhead Envelopes Branding Guidelines: A brief document which explains how to use the newly created graphic identity to facilitate consistent branding Guidelines on proper use of graphic elements in print and digital media, including application of materials in a website Fonts which should not have any licensing restrictions on commercial use, any costs associated should be included in the project cost estimate Any image files or accompanying graphic recommended to be used in conjunction with the logo All colors used in the logo design including: o Web hex color, RGB color, CMYK color and PMS Pantone Swatch Website graphic design: The selected vendor should expect to work with a web developer in the creation of two (2) websites as needed. Graphic files must be delivered in.jpeg, and.png formats The Downtown San Leandro Community Benefit District, also known as the San Leandro Improvement Association, will assume full responsibility for usage of the logo and branding. All graphics will become the sole property of the CBD Qualifications Please include a short biography or biographies of key designers with your proposal. All proposals must include a portfolio of at least 3 recently designed logos, and client references. This initial design work is to be done with the knowledge that it could lead to a greater business partnership down the road including but not limited to Website Creation/Hosting, Event-Based Marketing, Advertising, Market Strategy, etc. Delivery Timeline June 20, 2014 : Three (3) Logo options July 31, 2014: Finaled Logos; Font; Color Palette; Graphic Elements Stationery; Branding Guidelines Budget Project budget should not exceed $13,000; cost will be an important evaluation criterion. Proposals may offer a fixed rate or hourly rate, as long as charges are clearly explained and estimated cost will not exceed the project budget.

5 Selection Criteria All proposals will be reviewed and the vendor will be selected by the marketing committee of the CBD based upon the following criteria: Budget Portfolio and experience Qualifications / recommendations Point of Contact Direct all responses, inquiries and other correspondence for this RFP to: Rezsin Gonzalez, District Manager Downtown San Leandro Community Benefit District 101 Estudillo Avenue San Leandro, CA rezsin@oaklandvm.com RFP Timeline RFP Issued: May 9, 2014 Proposal Due Date: May 28, 2014 Interviews with short list candidates: June 2, 2014 Estimated Contract Award: Week of June 2, 2014 Estimated Project Start: June 9, 2014 Amendments Any amendments to the RFP will be provided by- to all respondents who notify Rezsin Gonzalez of their intent to bid. Insurance Requirements The successful contractor shall be required to carry the following insurance from an A-rated company admitted in California and acceptable to the CBD. Further, the contractor shall name SLIA, its officers, directors, administrator and employees as additional insured: A. Worker's Compensation: To the extent required by law, Statuary Worker's Compensation and Employer's Liability insurance with a limit of not less than One Million Dollars ($1,000,000). Provider shall cause its Workers Compensation carrier to waive insurer's right of subrogation with respect to the CBD, its officers, directors, agents and employees. B. Commercial Liability insurance (and/or Excess Umbrella Liability): Written on an occurrence basis with a combined simple limit for Bodily Injury, Personal Injury, and Property damage of not less than Ten Million Dollars ($10,000,000) per occurrence. The policy must be written on CGOOl 11/85 or newer occurrence form of broader, with no additional exclusions. The policy shall include coverage for Blanket Contractual Liability, Personal Injury endorsement shall also include coverage for false arrest, false imprisonment, malicious prosecution, wrongful entry/eviction of a person from a premises, invasion of privacy defamation of character, libel of slander caused by any acts of the Contractor of the

6 Contractor s employees, embarrassment, humiliation, harassment, and mental anguish. Contractor shall indemnify and hold SLIA harmless from and against any and all claims arising out of Contractor's activities, or from any activities, work or things done or permitted by Contractor in or about the boundaries and shall further indemnify and hold SLIA harmless from and against any and all claims arising from any breach or default in the performance of any obligation of Contractor hereunder, or arising from the negligence of Contractor or any of its agents, sub-contractors or employees, and from and against all costs, reasonable attorney's fees, expenses and liabilities incurred in the defense of any such claim or any action or proceeding brought thereon, and in case any action or proceeding is brought against CBDs by reason of any such claim, Contractor upon notice from CBDs, shall defend it at Contractor's expense by counsel reasonably satisfactory to CBDs. C. Business Automobile Liability Coverage and/or Excess Umbrella Liability for all owned, hired or non-owned vehicles utilized by Contractor with a combined single limit of not less than One Million Dollars ($1,000,000) for each occurrence for Bodily Injury and Property Damage. COMPLIANCE WITH CITY OF SAN LEANDRO REQUIREMENTS The selected contractor will be required to adhere to all policies governing contractual obligations between the District Management Corporation and the City of San Leandro. These obligations consist of the following: Local and Small Business Enterprise Program Living Wage Ordinance Non-Discrimination/Equal Employment Practices Conflict of Interest CONCLUSION The Downtown San Leandro Community Benefit District reserves the right to dismiss any and all submissions for any reason, submission of an RFP does not imply in anyway that the vendor has been selected as a candidate for the services outlined in this RFP. If the Board finds that no candidate meets our minimum requires we may decide to start the RFP process over again. We encourage all bidders to please provide any suggestions or recommendations that were missed in this RFP. Thank you for your time and input. We look forward to receiving your proposal. Responses received after the submission deadline cannot be accepted.

7 Exhibit A Downtown San Leandro logo created by City of San Leandro 5+ years ago for promotion of Downtown, used on City generated materials, currently on banners throughout Downtown Downtown Farmer s Market Logo: used on postcards, no parking signs, banners etc. Map used on multiple graphics for promotion of Downtown Farmers Market

8 Exhibit B Map of Downtown San Leandro Community District