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CC 2024-09-09_09e TBID Agreement Item 9.e. MEMORANDUM TO: City Council FROM: Sheridan Bohlken, Director of Recreation Services SUBJECT: Approve Agreement for Marketing Services for Arroyo Grande Tourism Business Improvement District DATE: September 9, 2024 RECOMMENDATION: 1) Approve a Professional Services Agreement with Commune Communications for marketing services for the Arroyo Grande Tourism Business Improvement District (AGTBID); and 2) Determine that approving an Agreement for marketing services for the AGTBID is not a project subject to the California Environmental Quality Act (“CEQA”) because it has no potential to result in either a direct, or reasonably foreseeable indirect, physical change in the environment. (State CEQA Guidelines, §§ 15060, subd. (b)(2)-(3), 15378.) IMPACT ON FINANCIAL AND PERSONNEL RESOURCES: The AGTBID Budget for FY 2024-25 allocates $250,000 for Marketing Services, which includes media buys and related expenditures. BACKGROUND: Established in 2013, the AGTBID provides revenue to fund services, activities, and programs that promote lodging businesses within the district through the marketing of scenic, recreational, and cultural attractions. Operating as the destination marketing organization (DMO) “Visit Arroyo Grande,” the AGTBID supports seven (7) hotels and over sixty-one (73) vacation rental/home stays. The AGTBID is governed by an Advisory Board composed of Council-appointed members, representing the lodging and tourism industry. The current AGTBID budget includes a dedicated allocation for marketing efforts aimed at increasing occupancy rates in local lodging establishments. In 2018, the Council approved a contract with Verdin Marketing to develop and implement tourism marketing strategies for the AGTBID. Since then, Verdin has spearheaded various initiatives, including the development of a tourism website, rebranding efforts, a monthly e - newsletter, and advertising campaigns. However, the current cont ract amendment with Verdin is set to expire on October 31, 2024 (Attachment 2). Page 106 of 211 Item 9.e. City Council Approve Agreement for Marketing Services for Arroyo Grande Tourism Business Improvement District September 9, 2024 Page 2 On February 20, 20241, the AGTBID Board reviewed, amended, and approved the Request for Proposals (RFP) for marketing, communications, website management, and social media services. An Ad-Hoc Committee, composed of Vice Chair Kunkle and Board Member Worthen, was tasked with reviewing proposals and providing a recommendation to the AGTBID Board. On August 20, 20242, the AGTBID Advisory Body reviewed nine (9) proposals and unanimously recommended that the City Council approve a Professional Services Agreement with Commune Communications for marketing services. ANALYSIS OF ISSUES: The RFP for Marketing Services for the AGTBID was released on April 1, 2024 , and closed on April 29, 2024. The RFP process attracted an unprecedented response with nine (9) proposals submitted for review. The following firms participated: - Bastion – Orange County, CA - BonCom – Salt Lake City, Utah - Commune Communication – Long Beach, CA - Island City Media – Hollywood, CA - JayRay – Tacoma, WA - Pirene – Italy - Verdin Marketing – San Luis Obispo, CA - WeUsThem – Halifax, Nova Scotia, Canada - Mascola Group – New Haven, Connecticut The Ad-Hoc Committee held five (5) meetings, during which they conducted interviews, reviewed work samples, and checked references. The Committee prioritized the following criteria in their selection process: - Innovation in marketing strategies that could enhance the visibility of the district. - Ability to increase overnight stays, particularly during off -peak seasons. - Creativity in executing campaigns across various media platforms. - Demonstrated success in working with DMOs or similar organizations. Following a detailed review, the Committee interviewed five (5) top candidates: Bastion, BonCom, Commune Communications, JayRay, and Verdin Marketing. Commune Communications emerged as the top choice, owing to its combination of strategic 1https://pub-arroyogrande.escribemeetings.com/Meeting.aspx?Id=b9dde1b0-31a4-45c5-8ab4- f55fe345ff45&lang=English&Agenda=Agenda&Item=15&Tab=attachments 2https://pub-arroyogrande.escribemeetings.com/Meeting.aspx?Id=be3a96f5-2a4f-4a4f-bccb- 2e7feba3e64b&lang=English&Agenda=Agenda&Item=10&Tab=attachments Page 107 of 211 Item 9.e. City Council Approve Agreement for Marketing Services for Arroyo Grande Tourism Business Improvement District September 9, 2024 Page 3 planning capabilities, geolocation services, robust design skills, and experience with large-scale tourism campaigns. ALTERNATIVES: The following alternatives are provided for the Council’s consideration: 1. Approve a Professional Services Agreement with Commune Communications for AGTBID marketing services; 2. Approve a new Professional Services Agreement with an alternate firm for AGTBID marketing services; or 3. Provide other direction to staff. ADVANTAGES: Commune Communication offers a unique blend of in-house strategic planning, geolocation services, and branding expertise. Based in California, they have extensive experience with large-scale tourism campaigns and metropolitan markets, yet they possess the flexibility and dedication needed to serve a smaller community such a s Arroyo Grande. Their proximity to Arroyo Grande also ensures they can engage in regular on-site meetings and projects as needed. DISADVANTAGES: Transitioning to a new marketing firm will involve an adjustment period for both AGTBID and Commune Communications to establish routines, build relationships with stakeholders, and familiarize themselves with local tourism partners such as Visit SLO CAL. ENVIRONMENTAL REVIEW: No environmental review is required for this item. Approving an Agreement for marketing services for the AGTBID is not a project subject to the California Environmental Quality Act (“CEQA”) because it has no potential to result in either a direct, or reasonably foreseeable indirect, physical change in the environment. (State CEQA Guidelines, §§ 15060, subd. (b)(2)-(3), 15378.) PUBLIC NOTIFICATION AND COMMENTS: The Agenda was posted at City Hall and on the City’s website in accordance with Government Code Section 54954.2. ATTACHMENTS: 1. Proposed Professional Services Agreement with Commune Communications 2. Current Agreement Amendment with Verdin Marketing Page 108 of 211 ATTACHMENT 1 -1- PROFESSIONAL SERVICES AGREEMENT CITY OF ARROYO GRANDE PROFESSIONAL SERVICES AGREEMENT 1. PARTIES AND DATE. This Agreement is made and entered into this 9th day of September, 2024, by and between the City of Arroyo Grande, a municipal corporation organized under the laws of the State of California with its principal place of business at 300 E. Branch Street, Arroyo Grande, California 93420, County of San Luis Obispo, State of California ("City") and Commune Communication, a California Corporation (partnership based), with its principal place of business at 245 E Third Street Long Beach, CA 90802 ("Consultant"). City and Consultant are sometimes individually referred to herein as "Party" and collectively as "Parties." 2. RECITALS. 2.1 Consultant. Consultant desires to perform and assume responsibility for the provision of certain professional services required by the City on the terms and conditions set forth in this Agreement. Consultant represents that it is experienced in providing marketing services to public clients, is licensed in the State of California, and is familiar with the plans of City. 2.2 Project. City desires to engage Consultant to render such professional services for the marketing services for the Arroyo Grande Tourism Business Improvement District (AGTBID) project ("Project") as set forth in this Agreement. 3. TERMS. 3.1 Scope of Services and Term. 3.1.1 General Scope of Services. Consultant promises and agrees to furnish to the City all labor, materials, tools, equipment, services, and incidental and customary work necessary to fully and adequately supply the professional marketing consulting services necessary for the Project ("Services"). The Services are more particularly described in Exhibit "A" attached hereto and incorporated herein by reference. All Services shall be subject to, and performed in accordance with, this Agreement, the exhibits attached hereto and incorporated herein by reference, and all applicable local, state and federal laws, rules and regulations. 3.1.2 Term. The term of this Agreement shall be from November 1, 2024 to June 30, 2025, unless earlier terminated as provided herein. The City shall have the unilateral option, at its sole discretion, to renew this Agreement automatically for no more than one additional one- year term. Consultant shall complete the Services within the term of this Agreement and shall meet any other established schedules and deadlines. The Parties may, by mutual, written consent, extend the term of this Agreement if necessary to complete the Services. Page 109 of 211 ATTACHMENT 1 -2- PROFESSIONAL SERVICES AGREEMENT 3.2 Compensation. 3.2.1 Compensation. Consultant shall receive compensation, including authorized reimbursements, for all Services rendered under this Agreement at the rates set forth in Exhibit "C" attached hereto and incorporated herein by reference. The total compensation shall not exceed two hundred and fifty thousand dollars ($250,000) without written approval of the City Council or City Manager, as applicable. Extra Work may be authorized, as described below, and if authorized, will be compensated at the rates and manner set forth in this Agreement. 3.2.2 Payment of Compensation. Consultant shall submit to City a monthly invoice which indicates work completed and hours of Services rendered by Consultant. The invoice shall describe the amount of Services provided since the initial commencement date, or since the start of the subsequent billing periods, as appropriate, through the date of the invoice. City shall, within 30 days of receiving such invoice, review the invoice and pay all non-disputed and approved charges. If the City disputes any of Consultant's fees, the City shall give written notice to Consultant within thirty (30) days of receipt of an invoice of any disputed fees set forth therein. Payment shall not constitute acceptance of any Services completed by Consultant. The making of final payment shall not constitute a waiver of any claims by the City for any reason whatsoever. 3.2.3 Reimbursement for Expenses. Consultant shall not be reimbursed for any expenses unless authorized in writing by City or included in Exhibit "C" of this Agreement. 3.2.4 Extra Work. At any time during the term of this Agreement, City may request that Consultant perform Extra Work. As used herein, "Extra Work" means any work which is determined by City to be necessary for the proper completion of the Project, but which the Parties did not reasonably anticipate would be necessary at the execution of this Agreement. Consultant shall not perform, nor be compensated for, Extra Work without written authorization from the City. 3.3 Responsibilities of Consultant. 3.3.1 Independent Contractor; Control and Payment of Subordinates. The Services shall be performed by Consultant or under its supervision. Consultant will determine the means, methods and details of performing the Services subject to the requirements of this Agreement. City retains Consultant on an independent contractor basis and not as an employee. Any personnel performing the Services on behalf of Consultant shall not be employees of City and shall at all times be under Consultant's exclusive direction and control. Neither City, or any of its officials, officers, directors, employees or agents shall have control over the conduct of Consultant or any of Consultants officers, employees or agents, except as set forth in this Agreement. Consultant shall pay all wages, salaries, and other amounts due such personnel in connection with their performance of Services under this Agreement and as required by law. Consultant shall be responsible for all reports and obligations respecting such additional personnel, including, but not limited to: social security taxes, income tax withholding, unemployment insurance, disability insurance, and workers' compensation insurance. 3.3.2 Schedule of Services. Consultant shall perform the Services in a prompt and timely manner and in accordance with the Schedule of Services set forth in Exhibit "B" attached hereto and incorporated herein by reference. Consultant represents that it has the professional and technical personnel required to perform the Services expeditiously. Upon Page 110 of 211 ATTACHMENT 1 -3- PROFESSIONAL SERVICES AGREEMENT request of City, Consultant shall provide a more detailed schedule of anticipated performance to meet the Schedule of Services. 3.3.3 Conformance to Applicable Requirements. All work prepared by Consultant shall be subject to the approval of City. 3.3.4 Substitution of Key Personnel. Consultant has represented to City that certain key personnel will perform and coordinate the Services under this Agreement. Should one or more of such personnel become unavailable, Consultant may substitute other personnel of at least equal competence upon written approval of City. In the event that City and Consultant cannot agree as to the substitution of key personnel, City shall be entitled to terminate this Agreement for cause. The key personnel for performance of this Agreement are as follows:  Ryan La Rosa - Co-Founder, COO  James Whale - Co-Founder, CEO  Richardson Reigart - EVP, Strategy  Cindy Nguyen - Media Director  Jessica Farrell - Digital Media Director  Jenn Skelaney - Account Manager  Array Amano - Art Director  Candice Wong - Senior Graphic Designer  Briton Saxton - Senior Copywriter  Josh Slone - Web Developer 3.3.5 City's Representative. The City hereby designates Matthew Downing, City Manager, or his/her designee, to act as its representative in all matters pertaining to the administration and performance of this Agreement ("City's Representative"). City's Representative shall have the power to act on behalf of the City for review and approval of all products submitted by Consultant but not the authority to enlarge the Scope of Services or change the total compensation due to Consultant under this Agreement. The City Manager shall be authorized to act on City's behalf and to execute all necessary documents which enlarge the Scope of Services or change the Consultant's total compensation subject to the provisions contained in this Agreement. Consultant shall not accept direction or orders from any person other than the City Manager, City's Representative or his/her designee. 3.3.6 Consultant's Representative. Consultant hereby designates Ryan La Rosa, Co-Founder, COO, or his/her designee, to act as its representative for the performance of this Agreement ("Consultant's Representative"). Consultant's Representative shall have full authority to represent and act on behalf of the Consultant for all purposes under this Agreement. The Consultant's Representative shall supervise and direct the Services, using his/her best skill and attention, and shall be responsible for all means, methods, techniques, sequences, and Page 111 of 211 ATTACHMENT 1 -4- PROFESSIONAL SERVICES AGREEMENT procedures and for the satisfactory coordination of all portions of the Services under this Agreement. 3.3.7 Coordination of Services. Consultant agrees to work closely with City staff in the performance of Services and shall be available to City's staff, consultants and other staff at all reasonable times. 3.3.8 Standard of Care; Performance of Employees. Consultant shall perform all Services under this Agreement in a skillful and competent manner, consistent with the standards generally recognized as being employed by professionals in the same discipline in the State of California. Consultant represents and maintains that it is skilled in the professional calling necessary to perform the Services. Consultant warrants that all employees and subconsultants shall have sufficient skill and experience to perform the Services assigned to them. Consultant represents that it, its employees and subconsultants have all licenses, permits, qualifications and approvals of whatever nature that are legally required to perform the Services, and that such licenses and approvals shall be maintained throughout the term of this Agreement. Consultant shall perform, at its own cost and expense and without reimbursement from the City, any services necessary to correct errors or omissions which are caused by the Consultant's failure to comply with the standard of care provided for herein. Any employee of the Consultant or its subconsultants who is determined by the City to be uncooperative, incompetent, a threat to the adequate or timely completion of the Project, a threat to the safety of persons or property, or any employee who fails or refuses to perform the Services in a manner acceptable to the City, shall be promptly removed from the Project by the Consultant and shall not be re-employed to perform any of the Services or to work on the Project. 3.3.9 Period of Performance. 3.3.9.1 Consultant shall perform and complete all Services under this Agreement within the term set forth in Section 3.1.2 above (“Performance Time”). Consultant shall also perform the Services in strict accordance with any completion schedule or Project milestones described in Exhibits “A” or “B” attached hereto, or which may be separately agreed upon in writing by the City and Consultant (“Performance Milestones”). Consultant agrees that if the Services are not completed within the aforementioned Performance Time and/or pursuant to any such Performance Milestones developed pursuant to provisions of this Agreement, it is understood, acknowledged and agreed that the City will suffer damage. 3.3.9.2 Neither City nor Consultant shall be considered in default of this Agreement for delays in performance caused by circumstances beyond the reasonable control of the non-performing Party. For purposes of this Agreement, such circumstances include a Force Majeure Event. A Force Majeure Event shall mean an event that materially affects a Party’s performance and is one or more of the following: (1) Acts of God or other natural disasters; (2) terrorism or other acts of a public enemy; (3) orders of governmental authorities (including, without limitation, unreasonable and unforeseeable delay in the issuance of permits or approvals by governmental authorities that are required for the services); (4) strikes and other organized labor action occurring at the site and the effects thereof on the services, only to the extent such strikes and other organized labor action are beyond the control of Consultant and its subcontractors, and to the extent the effects thereof cannot be avoided by use of replacement workers; and (5) pandemics, epidemics or quarantine restrictions. For purposes of this section, “orders of governmental authorities,” includes ordinances, emergency proclamations and orders, rules to Page 112 of 211 ATTACHMENT 1 -5- PROFESSIONAL SERVICES AGREEMENT protect the public health, welfare and safety, and other actions of a public agency applicable to the services and Agreement. 3.3.9.3 Should a Force Majeure Event occur, the non-performing Party shall, within a reasonable time of being prevented from performing, give written notice to the other Party describing the circumstances preventing continued performance and the efforts being made to resume performance of this Agreement. Force Majeure Events and/or delays, regardless of the Party responsible for the delay, shall not entitle Consultant to any additional compensation. Notwithstanding the foregoing in this section, the City may still terminate this Agreement in accordance with the termination provisions of this Agreement. 3.3.10 Laws and Regulations; Employee/Labor Certification. 3.3.10.1 Compliance with Laws. Consultant shall keep itself fully informed of and in compliance with all local, state and federal laws, rules and regulations in any manner affecting the performance of the Project or the Services, including all Cal/OSHA requirements, and shall give all notices required by law. Consultant shall be liable for all violations of such laws and regulations in connection with the Services and this Agreement. All violations of such laws and regulations shall be grounds for the City to terminate the Agreement for cause. 3.3.10.2 Employment Eligibility; Consultant. Consultant certifies that it fully complies with all requirements and restrictions of state and federal law respecting the employment of undocumented aliens, including, but not limited to, the Immigration Reform and Control Act of 1986, as may be amended from time to time and shall require all subconsultants and sub-subconsultants to comply with the same. Consultant certifies that it has not committed a violation of any such law within the five (5) years immediately preceding the date of execution of this Agreement, and shall not violate any such law at any time during the term of the Agreement. 3.3.10.3 Equal Opportunity Employment. Consultant represents that it is an equal opportunity employer and it shall not discriminate against any subconsultant, employee or applicant for employment because of race, religion, color, national origin, handicap, ancestry, sex or age. Such non-discrimination shall include, but not be limited to, all activities related to initial employment, upgrading, demotion, transfer, recruitment or recruitment advertising, layoff or termination. Consultant shall also comply with all relevant provisions of City's Minority Business Enterprise program, Affirmative Action Plan or other related programs or guidelines currently in effect or hereinafter enacted. 3.3.10.4 Air Quality. To the extent applicable, Consultant must fully comply with all applicable laws, rules and regulations in furnishing or using equipment and/or providing services, including, but not limited to, emissions limits and permitting requirements imposed by the South Coast Air Quality Management District (SCAQMD) and/or California Air Resources Board (CARB). Consultant shall indemnify City against any fines or penalties imposed by SCAQMD, CARB, or any other governmental or regulatory agency for violations of applicable laws, rules and/or regulations by Consultant, its subconsultants, or others for whom Consultant is responsible under its indemnity obligations provided for in this Agreement. 3.3.10.5 Water Quality Management and Compliance. Consultant shall keep itself and all subcontractors, staff, and employees fully informed of and in compliance with all local, state and federal laws, rules and regulations that may impact, or be implicated by the performance of the Services including, without limitation, all applicable provisions of the City’s Page 113 of 211 ATTACHMENT 1 -6- PROFESSIONAL SERVICES AGREEMENT ordinances regulating water quality and storm water; the Federal Water Pollution Control Act (33 U.S.C. § 1251, et seq.); the California Porter-Cologne Water Quality Control Act (Water Code § 13000 et seq.); and any and all regulations, policies, or permits issued pursuant to any such authority. Consultant must additionally comply with the lawful requirements of the City, and any other municipality, drainage district, or other local agency with jurisdiction over the location where the Services are to be conducted, regulating water quality and storm water discharges. City may seek damages from Consultant for delay in completing the Services caused by Consultant’s failure to comply with the laws, regulations and policies described in this Section, or any other relevant water quality law, regulation, or policy. 3.3.10.6 Safety. Consultant shall execute and maintain its work so as to avoid injury or damage to any person or property. In carrying out its Services, the Consultant shall at all times be in compliance with all applicable local, state and federal laws, rules and regulations, and shall exercise all necessary precautions for the safety of employees appropriate to the nature of the work and the conditions under which the work is to be performed. 3.3.11 Insurance. 3.3.11.1 Time for Compliance. Consultant shall not commence work under this Agreement until it has provided evidence satisfactory to the City that it has secured all insurance required under this section. In addition, Consultant shall not allow any subconsultant to commence work on any subcontract until it has provided evidence satisfactory to the City that the subconsultant has secured all insurance required under this section. Failure to provide and maintain all required insurance shall be grounds for the City to terminate this Agreement for cause. 3.3.11.2 Types of Insurance Required. As a condition precedent to the effectiveness of this Agreement for work to be performed hereunder, and without limiting the indemnity provisions of the Agreement, the Consultant, in partial performance of its obligations under such Agreement, shall procure and maintain in full force and effect during the term of the Agreement the following policies of insurance. If the existing policies do not meet the insurance requirements set forth herein, Consultant agrees to amend, supplement or endorse the policies to do so. (A) Commercial General Liability: Commercial General Liability Insurance which affords coverage at least as broad as Insurance Services Office "occurrence" form CG 00 01, or the exact equivalent, with limits of not less than $1,000,000 per occurrence and no less than $2,000,000 in the general aggregate. Defense costs shall be paid in addition to the limits. The policy shall contain no endorsements or provisions (1) limiting coverage f or contractual liability; (2) excluding coverage for claims or suits by one insured against another (cross-liability); (3) products/completed operations liability; or (4) containing any other exclusion(s) contrary to the terms or purposes of this Agreement. (B) Automobile Liability Insurance: Automobile Liability Insurance with coverage at least as broad as Insurance Services Office Form CA 00 01 covering "Any Auto" (Symbol 1), or the exact equivalent, covering bodily injury and property damage for all activities with limits of not less than $1,000,000 combined limit for each occurrence. (C) Workers' Compensation: Workers' Compensation Insurance, as required by the State of California and Employer's Liability Insurance with a limit of not less than $1,000,000 per accident for bodily injury and disease. Page 114 of 211 ATTACHMENT 1 -7- PROFESSIONAL SERVICES AGREEMENT 3.3.11.3 Insurance Endorsements. Required insurance policies shall contain the following provisions, or Consultant shall provide endorsements on forms approved by the City to add the following provisions to the insurance policies: (A) Commercial General Liability: (1) Additional Insured: The City, its officials, officers, employees, agents, and volunteers shall be additional insureds with regard to liability and defense of suits or claims arising out of the performance of the Agreement. Additional Insured Endorsements shall not (1) be restricted to "ongoing operations"; (2) exclude "contractual liability"; (3) restrict coverage to "sole" liability of Consultant; or (4) contain any other exclusions contrary to the terms or purposes of this Agreement. For all policies of Commercial General Liability insurance, Consultant shall provide endorsements in the form of ISO CG 20 10 10 01 and 20 37 10 01 (or endorsements providing the exact same coverage) to effectuate this requirement. (2) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium. (B) Automobile Liability. (1) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium. (C) Professional Liability (Errors & Omissions): (1) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium. (2) Contractual Liability Exclusion Deleted: This insurance shall include contractual liability applicable to this Agreement. The policy must “pay on behalf of” the insured and include a provision establishing the insurer’s duty to defend. (D) Workers' Compensation: (1) Cancellation: Required insurance policies shall not be canceled or the coverage reduced until a thirty (30) day written notice of cancellation has been served upon the City except ten (10) days shall be allowed for non-payment of premium. (2) Waiver of Subrogation: A waiver of subrogation stating that the insurer waives all rights of subrogation against the City, its officials, officers, employees, agents, and volunteers. 3.3.11.4 Primary and Non-Contributing Insurance. All policies of Commercial General Liability and Automobile Liability insurance shall be primary and any other insurance, deductible, or self-insurance maintained by the City, its officials, officers, employees, agents, or volunteers shall not contribute with this primary insurance. Policies shall contain or be endorsed to contain such provisions. 3.3.11.5 Waiver of Subrogation. All required insurance coverages, except for the professional liability coverage, shall contain or be endorsed to waiver of subrogation in favor of the City, its officials, officers, employees, agents, and volunteers or shall specifically allow Consultant or others providing insurance evidence in compliance with these specifications to waive their right of recovery prior to a loss. Consultant hereby waives its own right of recovery against City, and shall require similar written express waivers and insurance clauses from each of its subconsultants. Page 115 of 211 ATTACHMENT 1 -8- PROFESSIONAL SERVICES AGREEMENT 3.3.11.6 Deductibles and Self-Insured Retentions. Any deductible or self- insured retention must be approved in writing by the City and shall protect the City, its officials, officers, employees, agents, and volunteers in the same manner and to the same extent as they would have been protected had the policy or policies not contained a deductible or self-insured retention. 3.3.11.7 Evidence of Insurance. The Consultant, concurrently with the execution of the Agreement, and as a condition precedent to the effectiveness thereof, shall deliver either certified copies of the required policies, or original certificates on forms approved by the City, together with all endorsements affecting each policy. Required insurance policies shall not be in compliance if they include any limiting provision or endorsement that has not been submitted to the City for approval. The certificates and endorsements for each insurance policy shall be signed by a person authorized by that insurer to bind coverage on its behalf. At least fifteen (15 days) prior to the expiration of any such policy, evidence of insurance showing that such insurance coverage has been renewed or extended shall be filed with the City. If such coverage is cancelled or reduced and not replaced immediately so as to avoid a lapse in the required coverage, Consultant shall, within ten (10) days after receipt of written notice of such cancellation or reduction of coverage, file with the City evidence of insurance showing that the required insurance has been reinstated or has been provided through another insurance company or companies. 3.3.11.8 Acceptability of Insurers. Each such policy shall be from a company or companies with a current A.M. Best's rating of no less than A:VII and authorized to transact business of insurance in the State of California, or otherwise allowed to place insurance through surplus line brokers under applicable provisions of the California Insurance Code or any federal law. 3.3.11.9 Enforcement of Agreement Provisions (non estoppel). Consultant acknowledges and agrees that actual or alleged failure on the part of the City to inform Consultant of non-compliance with any requirement imposes no additional obligation on the City nor does it waive any rights hereunder. 3.3.11.10 Requirements Not Limiting. Requirement of specific coverage or minimum limits contained in this Section are not intended as a limitation on coverage, limits, or other requirement, or a waiver of any coverage normally provided by any insurance. 3.3.11.11 Additional Insurance Provisions (A) The foregoing requirements as to the types and limits of insurance coverage to be maintained by Consultant, and any approval of said insurance by the City, is not intended to and shall not in any manner limit or qualify the liabilities and obligations otherwise assumed by the Consultant pursuant to this Agreement, including but not limited to, the provisions concerning indemnification. (B) If at any time during the life of the Agreement, any policy of insurance required under this Agreement does not comply with these specifications or is canceled and not replaced, City has the right but not the duty to obtain the insurance it deems necessary and any premium paid by City will be promptly reimbursed by Consultant or City will withhold amounts sufficient to pay premium from Consultant payments. In the alternative, City may cancel this Agreement. Page 116 of 211 ATTACHMENT 1 -9- PROFESSIONAL SERVICES AGREEMENT (C) The City may require the Consultant to provide complete copies of all insurance policies in effect for the duration of the Project. (D) Neither the City nor any of its officials, officers, employees, agents or volunteers shall be personally responsible for any liability arising under or by virtue of this Agreement. (E) The limits set forth herein shall apply separately to each insured against whom claims are made or suits are brought, except with respect to the limits of liability. Further the limits set forth herein shall not be construed to relieve the Consultant from liability in excess of such coverage, nor shall it limit the Consultant’s indemnification obligations to the City and shall not preclude the City from taking such other actions available to the City under other provisions of the Agreement or law. (F) Consultant shall report to the City, in addition to Consultant’s insurer, any and all insurance claims submitted by Consultant in connection with the Services under this Agreement. 3.3.11.12 Insurance for Subconsultants. Consultant shall include all subconsultants engaged in any work for Consultant relating to this Agreement as additional insureds under the Consultant's policies, or the Consultant shall be responsible for causing subconsultants to purchase the appropriate insurance in compliance with the terms of these Insurance Requirements, including adding the City, its officials, officers, employees, agents, and volunteers as additional insureds to the subconsultant's policies. All policies of Commercial General Liability insurance provided by Consultant’s subconsultants performing work relating to this Agreement shall be endorsed to name the City, its officials, officers, employees, agents and volunteers as additional insureds using endorsement form ISO CG 20 38 04 13 or an endorsement providing equivalent coverage. Consultant shall not allow any subconsultant to commence work on any subcontract relating to this Agreement until it has received satisfactory evidence of subconsultant’s compliance with all insurance requirements under this Agreement, to the extent applicable. The Consultant shall provide satisfactory evidence of compliance with this section upon request of the City. 3.4 Labor Code Requirements. 3.4.1 Prevailing Wages. Consultant is aware of the requirements of California Labor Code Section 1720, et seq., and 1770, et seq., as well as California Code of Regulations, Title 8, Section 16000, et seq., ("Prevailing Wage Laws"), which require the payment of prevailing wage rates and the performance of other requirements on "public works" and "maintenance" projects. If the Services are being performed as part of an applicable "public works" or "maintenance" project, as defined by the Prevailing Wage Laws, and if the total compensation is $1,000 or more, Consultant agrees to fully comply with such Prevailing Wage Laws. City shall provide Consultant with a copy of the prevailing rates of per diem wages in effect at the commencement of this Agreement. Consultant shall make copies of the prevailing rates of per diem wages for each craft, classification or type of worker needed to execute the Services available to interested parties upon request, and shall post copies at the Consultant's principal place of business and at the project site. It is the intent of the parties to effectuate the requirements of sections 1771, 1774, 1775, 1776, 1777.5, 1813, and 1815 of the Labor Code within this Agreement, and Consultant shall therefore comply with such Labor Code sections to the fullest extent required by law. Consultant shall defend, indemnify and hold the City, its Page 117 of 211 ATTACHMENT 1 -10- PROFESSIONAL SERVICES AGREEMENT officials, officers, employees, agents, and volunteers free and harmless from any claim or liability arising out of any failure or alleged failure to comply with the Prevailing Wage Laws. 3.4.2 Registration/DIR Compliance. If the Services are being performed on a public works project of over $25,000 when the project is for construction, alteration, demolition, installation, or repair work, or a public works project of over $15,000 when the project is for maintenance work, in addition to the foregoing, then pursuant to Labor Code sections 1725.5 and 1771.1, the Consultant and all subconsultants must be registered with the Department of Industrial Relations (“DIR”). Consultant shall maintain registration for the duration of the Project and require the same of any subconsultants. 3.4.3 Compliance Monitoring. This Project may also be subject to compliance monitoring and enforcement by the DIR. It shall be Consultant’s sole responsibility to comply with all applicable registration and labor compliance requirements, including the submission of payroll records directly to the DIR. Any stop orders issued by the DIR against Consultant or any subconsultant that affect Consultant’s performance of services, including any delay, shall be Consultant’s sole responsibility. Any delay arising out of or resulting from such stop orders shall be considered Consultant caused delay and shall not be compensable by the City. Consultant shall defend, indemnify and hold the City, its officials, officers, employees and agents free and harmless from any claim or liability arising out of stop orders issued by the DIR against Consultant or any subconsultant. 3.4.4 Labor Certification. By its signature hereunder, Consultant certifies that it is aware of the provisions of Section 3700 of the California Labor Code which require every employer to be insured against liability for Worker's Compensation or to undertake self-insurance in accordance with the provisions of that Code, and agrees to comply with such provisions before commencing the performance of the Services. 3.5 Termination of Agreement. 3.5.1.1 Grounds for Termination. City may, by written notice to Consultant, terminate the whole or any part of this Agreement at any time and without cause by giving written notice to Consultant of such termination, and specifying the effective date thereof, at least seven (7) days before the effective date of such termination. Upon termination, Consultant shall be compensated only for those Services which have been adequately rendered to City, and Consultant shall be entitled to no further compensation. Consultant may not terminate this Agreement except for cause. The rights and remedies of the City provided in this section shall not be exclusive and are in addition to any other rights and remedies provided by law, equity or under this Agreement. 3.5.1.2 Effect of Termination. If this Agreement is terminated as provided herein, City may require Consultant to provide all finished or unfinished Documents and Data and other information of any kind prepared by Consultant in connection with the performance of Services under this Agreement. Consultant shall be required to provide such document and other information within fifteen (15) days of the request. 3.5.1.3 Additional Services. In the event this Agreement is terminated in whole or in part as provided herein, City may procure, upon such terms and in such manner as it may determine appropriate, services similar to those terminated. Page 118 of 211 ATTACHMENT 1 -11- PROFESSIONAL SERVICES AGREEMENT 3.6 Indemnification. 3.6.1 To the fullest extent permitted by law, Consultant shall defend (with counsel of City’s choosing), indemnify and hold the City, its officials, officers, employees, volunteers, and agents free and harmless from any and all claims, demands, causes of action, costs, expenses, liability, loss, damage or injury of any kind, in law or equity, to property or persons, including wrongful death, in any manner arising out of, pertaining to, or incident to any acts, errors or omissions, or willful misconduct of Consultant, its officials, officers, employees, subcontractors, consultants or agents in connection with the performance of the Consultant’s Services, the Project or this Agreement, including without limitation the payment of all damages, expert witness fees and attorney’s fees and other related costs and expenses except such loss or damage caused by the sole negligence or willful misconduct of the City. Consultant's obligation to indemnify shall survive expiration or termination of this Agreement and shall not be restricted to insurance proceeds, if any, received by Consultant, the City, its officials, officers, employees, agents, or volunteers. 3.6.2 If Consultant’s obligation to defend, indemnify, and/or hold harmless arises out of Consultant’s performance as a “design professional” (as that term is defined under Civil Code section 2782.8), then, and only to the extent required by Civil Code section 2782.8, which is fully incorporated herein, Consultant’s indemnification obligation shall be limited to claims that arise out of, pertain to, or relate to the negligence, recklessness, or willful misconduct of the Consultant, and, upon Consultant obtaining a final adjudication by a court of competent jurisdiction, Consultant’s liability for such claim, including the cost to defend, shall not exceed the Consultant’s proportionate percentage of fault. 3.7 General Provisions. 3.7.1 Accounting Records. Consultant shall maintain complete and accurate records with respect to all costs and expenses incurred under this Agreement. All such records shall be clearly identifiable. Consultant shall allow a representative of City during normal business hours to examine, audit, and make transcripts or copies of such records and any other documents created pursuant to this Agreement. Consultant shall allow inspection of all work, data, documents, proceedings, and activities related to the Agreement for a period of three (3) years from the date of final payment under this Agreement. 3.7.2 Independent Contractors and Subcontracting. 3.7.2.1 Use of Consultants. Consultant is aware of statutory and case law regarding classification of workers as independent contractors, including California Labor Code Section 2750.3 and Dynamex Operations West, Inc. v. Superior Court, 4 Cal. 5th 903 (2018). To ensure that Consultant is in compliance with the California Labor Code, Consultant shall only utilize its employees to provide the Services. Consultant may not provide the services through any independent contractor, subcontractor or subconsultant (“Subcontractor(s)”) unless approved by the City as set forth in Section 3.7.2.2 below. Consultant represents and warrants that all personnel who perform the Services on Consultant’s behalf are Consultant’s employees, and that Consultant complies with all applicable laws, rules and regulations governing its employees, including, but not limited to, the California Labor Code, Unemployment Insurance Code and all applicable Industrial Welfare Commission Wage Orders. Page 119 of 211 ATTACHMENT 1 -12- PROFESSIONAL SERVICES AGREEMENT 3.7.2.2 Prior Approval Required. Consultant shall not use any Subcontractor to provide the Services, or any portion of the work required by this Agreement, without prior written approval of City. In the event that City authorizes Consultant to use a Subcontractor, Consultant shall enter into a written agreement with the Subcontractor, which must include all provisions of the Agreement, including a restriction on the Subcontractor’s use of further independent contractors, subcontractors or subconsultants without the City’s prior written consent. 3.7.3 Delivery of Notices. All notices permitted or required under this Agreement shall be given to the respective parties at the following address, or at such other address as the respective parties may provide in writing for this purpose: Consultant: Commune Communication 245 E Third Street Long Beach, CA 90802 ATTN: Ryan La Rosa City: City of Arroyo Grande 300 E. Branch Street Arroyo Grande, CA 93420 ATTN: Matthew Downing, City Manager Such notice shall be deemed made when personally delivered or when mailed, forty-eight (48) hours after deposit in the U.S. Mail, first class postage prepaid and addressed to the party at its applicable address. Actual notice shall be deemed adequate notice on the date actual notice occurred, regardless of the method of service. 3.7.4 Ownership of Materials and Confidentiality. 3.7.4.1 Documents & Data; Licensing of Intellectual Property. This Agreement creates a non-exclusive and perpetual license for City to copy, use, modify, reuse, or sublicense any and all copyrights, designs, and other intellectual property embodied in plans, specifications, studies, drawings, estimates, and other documents or works of authorship fixed in any tangible medium of expression, including but not limited to, physical drawings or data magnetically or otherwise recorded on computer diskettes, which are prepared or caused to be prepared by Consultant under this Agreement ("Documents & Data"). All Documents & Data shall be and remain the property of City, and shall not be used in whole or in substantial part by Consultant on other projects without the City’s express written permission. Within thirty (30) days following the completion, suspension, abandonment or termination of this Agreement, Consultant shall provide to City reproducible copies of all Documents & Data, in a form and amount required by City. City reserves the right to select the method of document reproduction and to establish where the reproduction will be accomplished. The reproduction expense shall be borne by City at the actual cost of duplication. In the event of a dispute regarding the amount of compensation to which the Consultant is entitled under the termination provisions of this Agreement, Consultant shall provide all Documents & Data to City upon payment of the undisputed amount. Consultant shall have no right to retain or fail to provide to City any such documents pending resolution of the dispute. In addition, Consultant shall retain copies of all Documents & Data on file for a minimum of fifteen (15) years following completion of the Project, and shall make copies available to City upon the payment of actual reasonable duplication costs. Before destroying the Page 120 of 211 ATTACHMENT 1 -13- PROFESSIONAL SERVICES AGREEMENT Documents & Data following this retention period, Consultant shall make a reasonable effort to notify City and provide City with the opportunity to obtain the documents. 3.7.4.2 Subconsultants. Consultant shall require all subconsultants to agree in writing that City is granted a non-exclusive and perpetual license for any Documents & Data the subconsultant prepares under this Agreement. Consultant represents and warrants that Consultant has the legal right to license any and all Documents & Data. Consultant makes no such representation and warranty in regard to Documents & Data which were prepared by design professionals other than Consultant or its subconsultants, or those provided to Consultant by the City. 3.7.4.3 Right to Use. City shall not be limited in any way in its use or reuse of the Documents and Data or any part of them at any time for purposes of this Project or another project, provided that any such use not within the purposes intended by this Agreement or on a project other than this Project without employing the services of Consultant shall be at City’s sole risk. If City uses or reuses the Documents & Data on any project other than this Project, it shall remove the Consultant’s seal from the Documents & Data and indemnify and hold harmless Consultant and its officers, directors, agents and employees from claims arising out of the negligent use or re-use of the Documents & Data on such other project. Consultant shall be responsible and liable for its Documents & Data, pursuant to the terms of this Agreement, only with respect to the condition of the Documents & Data at the time they are provided to the City upon completion, suspension, abandonment or termination. Consultant shall not be responsible or liable for any revisions to the Documents & Data made by any party other than Consultant, a party for whom the Consultant is legally responsible or liable, or anyone approved by the Consultant. 3.7.4.4 Indemnification. Consultant shall defend, indemnify and hold the City, its directors, officials, officers, employees, volunteers and agents free and harmless, pursuant to the indemnification provisions of this Agreement, for any alleged infringement of any patent, copyright, trade secret, trade name, trademark, or any other proprietary right of any person or entity in consequence of the use on the Project by City of the Documents & Data, including any method, process, product, or concept specified or depicted. 3.7.4.5 Confidentiality. All ideas, memoranda, specifications, plans, procedures, drawings, descriptions, computer program data, input record data, written information, and other Documents & Data either created by or provided to Consultant in connection with the performance of this Agreement shall be held confidential by Consultant. Such materials shall not, without the prior written consent of City, be used by Consultant for any purposes other than the performance of the Services. Nor shall such materials be disclosed to any person or entity not connected with the performance of the Services or the Project. Nothing furnished to Consultant which is otherwise known to Consultant or is generally known, or has become known, to the related industry shall be deemed confidential. Consultant shall not use City's name or insignia, photographs of the Project, or any publicity pertaining to the Services or the Project in any magazine, trade paper, newspaper, television or radio production or other similar medium without the prior written consent of City. 3.7.5 Cooperation; Further Acts. The Parties shall fully cooperate with one another, and shall take any additional acts or sign any additional documents as may be necessary, appropriate or convenient to attain the purposes of this Agreement. Page 121 of 211 ATTACHMENT 1 -14- PROFESSIONAL SERVICES AGREEMENT 3.7.6 Entire Agreement. This Agreement contains the entire agreement of the Parties with respect to the subject matter hereof, and supersedes all prior negotiations, understandings or agreements. 3.7.7 Attorneys’ Fees. If either party commences an action against the other party, either legal, administrative or otherwise, arising out of or in connection with this Agreement, the prevailing party in such litigation shall be entitled to have and recover from the losing party reasonable attorneys’ fees and all costs of such action. 3.7.8 Governing Law. This Agreement shall be governed by the laws of the State of California. Venue shall be in San Luis Obispo County. In addition to any and all contract requirements pertaining to notices of and requests for compensation or payment for extra work, disputed work, claims and/or changed conditions, Consultant must comply with the claim procedures set forth in Government Code sections 900 et seq. prior to filing any lawsuit against the City. Such Government Code claims and any subsequent lawsuit based upon the Government Code claims shall be limited to those matters that remain unresolved after all procedures pertaining to extra work, disputed work, claims, and/or changed conditions have been followed by Consultant. If no such Government Code claim is submitted, or if any prerequisite contractual requirements are not otherwise satisfied as specified herein, Consultant shall be barred from bringing and maintaining a valid lawsuit against the City. 3.7.9 Time of Essence. Time is of the essence for each and every provision of this Agreement. 3.7.10 City's Right to Employ Other Consultants. City reserves right to employ other consultants in connection with this Project. 3.7.11 Successors and Assigns. This Agreement shall be binding on the successors and assigns of the parties. 3.7.12 Assignment or Transfer. Consultant shall not assign, sublet, or transfer this Agreement or any rights under or interest in this Agreement without the written consent of the City, which may be withheld for any reason. Any attempt to so assign or so transfer without such consent shall be void and without legal effect and shall constitute grounds for termination. Consultant shall not subcontract any portion of the Services required by this Agreement, except as expressly stated herein, without prior written approval of City. Subcontracts, if any, shall contain a provision making them subject to all provisions stipulated in this Agreement. 3.7.13 Construction; References; Captions. Since the Parties or their agents have participated fully in the preparation of this Agreement, the language of this Agreement shall be construed simply, according to its fair meaning, and not strictly for or against any Party. Any term referencing time, days or period for performance shall be deemed calendar days and not work days. All references to Consultant include all personnel, employees, agents, and subconsultants of Consultant, except as otherwise specified in this Agreement. All references to City include its elected officials, officers, employees, agents, and volunteers except as otherwise specified in this Agreement. The captions of the various articles and paragraphs are for convenience and ease of reference only, and do not define, limit, augment, or describe the scope, content, or intent of this Agreement. 3.7.14 Amendment; Modification. No supplement, modification, or amendment of Page 122 of 211 ATTACHMENT 1 -15- PROFESSIONAL SERVICES AGREEMENT this Agreement shall be binding unless executed in writing and signed by both Parties. 3.7.15 Waiver. No waiver of any default shall constitute a waiver of any other default or breach, whether of the same or other covenant or condition. No waiver, benefit, privilege, or service voluntarily given or performed by a Party shall give the other Party any contractual rights by custom, estoppel, or otherwise. 3.7.16 No Third-Party Beneficiaries. There are no intended third party beneficiaries of any right or obligation assumed by the Parties. 3.7.17 Invalidity; Severability. If any portion of this Agreement is declared invalid, illegal, or otherwise unenforceable by a court of competent jurisdiction, the remaining provisions shall continue in full force and effect. 3.7.18 Prohibited Interests. Consultant maintains and warrants that it has not employed nor retained any company or person, other than a bona fide employee working solely for Consultant, to solicit or secure this Agreement. Consultant warrants that it has not paid nor has it agreed to pay any company or person, other than a bona fide employee working solely for Consultant, any fee, commission, percentage, brokerage fee, gift or other consideration contingent upon or resulting from the award or making of this Agreement. Consultant further agrees to file, or shall cause its employees or subconsultants to file, a Statement of Economic Interest with the City’s Filing Officer as required under state law in the performance of the Services. For breach or violation of this warranty, City shall have the right to rescind this Agreement without liability. For the term of this Agreement, no member, officer or employee of City, during the term of his or her service with City, shall have any direct interest in this Agreement, or obtain any present or anticipated material benefit arising therefrom. 3.7.19 Authority to Enter Agreement. Consultant has all requisite power and authority to conduct its business and to execute, deliver, and perform the Agreement. Each Party warrants that the individuals who have signed this Agreement have the legal power, right, and authority to make this Agreement and bind each respective Party. 3.7.20 Counterparts. This Agreement may be signed in counterparts, each of which shall constitute an original. 3.7.21 Survival. All rights and obligations hereunder that by their nature are to continue after any expiration or termination of this Agreement, including, but not limited to, the indemnification obligations, shall survive any such expiration or termination. [SIGNATURES ON NEXT PAGE] Page 123 of 211 ATTACHMENT 1 -16- PROFESSIONAL SERVICES AGREEMENT SIGNATURE PAGE TO PROFESSIONAL SERVICES AGREEMENT BETWEEN THE CITY OF ARROYO GRANDE AND COMMUNE COMMUNICATION IN WITNESS WHEREOF, each of the Parties has caused this Agreement to be executed on the day and year first above written. CITY OF ARROYO GRANDE COMMUNE COMMUNICATION [If Corporation, TWO SIGNATURES, President OR Vice President AND Secretary OR Treasurer REQUIRED] By: Its: Printed Name: By: Its: Printed Name: By: Its: Printed Name: Approved By: Caren Ray Russom Mayor Approved as to Form: _____________________________________ Best Best & Krieger LLP Isaac Rosen, City Attorney Attested By: Jessica Matson, City Clerk Page 124 of 211 ATTACHMENT 1 BB&K (2020) Exhibit “A”-1 PROFESSIONAL SERVICES AGREEMENT EXHIBIT A SCOPE OF SERVICES Page 125 of 211 ATTACHMENT 1 BB&K (2020) Exhibit “A-I-1” PROFESSIONAL SERVICES AGREEMENT EXHIBIT B SCHEDULE OF SERVICES Page 126 of 211 BB&K (2020) Exhibit “C”-1 PROFESSIONAL SERVICES AGREEMENT EXHIBIT C PAYMENT TERMS Consultant shall be paid for actual work performed in accordance with Consultant’s Proposal. However, the total compensation paid to Consultant shall not exceed $250,000. Consultant will invoice City no more than monthly. Invoices shall be sent to the City of Arroyo Grande Director of Recreation Services. Each invoice will reference job order, components, specific services, media costs, production costs, fees and material expense and sales tax where applicable. City shall mail payment for the net amount of uncontested invoices no later than thirty (30) days after receipt of each invoice by the City. Any past due balances under this Agreement shall bear interest at the rate of 1.5 percent per month (18.0 annual percentage rate) on unpaid balances. Page 127 of 211 Request for Proposals: Marketing, Communications, Website Management, and Social Media Services Proposal Submittal Deadline: April 29, 2024 Introduction The City is seeking professional, full-service, integrated marketing, advertising, communications, social media, and website maintenance services for their tourism brand, Visit Arroyo Grande, and is requesting proposals from qualified firms. Firms should have the capability and experience required to provide comprehensive, strategic, and innovative services on designated projects. The goal of the marketing program is to attract tourists to the area to increase occupancy and average daily room rates at Arroyo Grande lodging properties. Visit Arroyo Grande’s brand (logo, color palette, tagline, etc.) is established. The City wishes to build upon this identity in its future marketing efforts with the selected firm. Qualified firms shall make recommendations for the coming fiscal year (July 1, 2024 to June 30, 2025); the contract will be for one year with the option to extend for a second year. Background In 2011, the City of Arroyo Grande formed a Tourism Business Improvement District (TBID). The TBID Board of Directors operates as a destination marketing organization under the name of Visit Arroyo Grande. Spearheaded by Arroyo Grande lodging businesses, Visit Arroyo Grande is comprised of seven (7) hotels and at least sixty-one (61) vacation rental/home stays. It is governed by a Board of Directors representing lodging partners and businesses in the tourism/hospitality industry. The purpose of the TBID is to promote scenic, recreational, cultural, and other attractions in the district (the City of Arroyo Grande) as a tourist destination for the benefit of lodging operators. EXHIBIT A Page 128 of 211 2 | P a g e Proposal guidelines Firms are expected to prepare beyond the one-year mark (July 1, 2024 to June 30, 2025) to implement certain projects; however, projects beyond June 30, 2025 are dependent on the annual approved budget. The successful firm will coordinate all services under an Agreement with the City of Arroyo Grande or their designee(s). Firms may provide additional creative/innovative suggestions for deliverables identified in the proposal as “optional deliverables.” Firms may submit proposals for one or more components of this Scope of Work. Budget Marketing agency contract including media buys: not to exceed $225,000 Term This RFP is for a one-year agreement with the option to extend for a second year. Marketing and Communications Develop and implement a variety of promotional, publicity and advertising programs, and informational materials consistent with specifications provided. Develop a comprehensive strategic marketing and advertising plan that addresses the following: •Propose new or expand current marketing programs to promote the District (City of Arroyo Grande) and submit timelines for development/implementation. Campaign may include but not be limited to, digital, print, video, radio, outdoor, online media, and direct marketing; •Identify strategies that increase overnight stays, especially during off-peak seasons; •Propose creative tactics such as advertising campaigns and events and packages; and •Develop and propose a system of measurable results and outcomes. Online Strategy •Complete reports to coincide with monthly meetings of the committee - show metrics and report implications and suggested adjustments and report monthly to lodging operators, TBID and Arroyo Grande City Council; Page 129 of 211 3 | P a g e Online Strategy continued •Explain what tools your agency has available for online media monitoring, reporting and analysis, and brand/reputation monitoring; and •Generate all images/creative assets to be paired with posts. Photographs and branding guidelines will be provided by Visit Arroyo Grande from internal marketing database. Firms should also provide the following information: •Examples of copy created for online platforms; •Examples of graphic content to be paired with editorial copy; •Sample of monitoring report format; •Best practices report, example of online data analysis and action items; and •A description of how agency stays at the forefront of technology and emerging media. Website The firm will take responsibility for all aspects of the Visit Arroyo Grande website, content management system (CMS), and related hosting. The scope of services should include, but is not limited to, all software, hardware, administrator and end-user training, hosting, SEO programming, and other services required to implement and support the website and should: •Be consistent with current and future Americans with Disabilities Act accessibility guidelines and any other applicable state and federal accessibility requirements; •Include a privacy policy; •Be capable of capturing email addresses; and •Include a blog. City/Chamber Involvement The City and South County Chambers of Commerce will make every effort to provide demographic information, photos, existing information on economic development tools, reports, etc. The firm should strive to be self-sufficient to the extent possible. Consideration/Meeting Requirements The qualified firm should be prepared to meet directly or confer over the phone as needed. The firm will be required to attend regular TBID meetings, and Arroyo Grande City Council Meetings, as needed, prepare an Annual Report, and make annual presentations. Page 130 of 211 4 | P a g e Agreement The project agreement will be based on the final scope of work that is mutually agreed upon between the City and firm(s). The agreement will be negotiated for the project for the extent of services to be rendered and for the method of compensation. Firm(s) are requested to submit a line- item cost estimate that is realistic for the proposed approach. The budget should cover all costs including fees, mileage, and production costs. Firm(s) shall not perform any work on the project before execution of a written agreement by both the City and the Firm(s) and the furnishing of the required insurance certificate and business license by the Firm(s). The City requires a minimum insurance limit of $1,000,000 each for general liability, automobile, and errors and omissions. The draft Consultant Services Agreement is attached and should be reviewed before the RFP submittal. Key Dates April 1, 2024 Release of RFP April 29, 2024 Deadline for submittal June 2024 Award of contract July 1, 2024 Contract commencement Questions Questions regarding this RFP shall be submitted to Sheridan Bohlken, Recreation Services Director, City of Arroyo Grande, via email at sbohlken@arroyogrande.org. Questions with their answers will be posted on the City’s website. Proposal Requirements The document should be standard (8½” x 11”) letter-sized paper. The name and resume of the responsible person who would be in charge of the project, information on team members by role, an estimate of the time required to complete the project; and disclosure of billable rate for each task. Page 131 of 211 5 | P a g e An executive summary of the proposal being submitted. The proposed fees are to be broken down by task demonstrating how the fee was calculated. The cost proposal shall provide a specific fixed cost estimate and a “not to exceed” cost ceiling. The proposal shall address all hourly wage rates, including all reimbursable expenses and overhead. Describe the Firm’s experience, especially as related to completing similar projects as being discussed in this RFP. Identify and provide resumes of any sub-consultants who will be utilized on this project. A proposed project schedule for the fiscal year shall be included in the proposal with verifiable references. Selection Process The City of Arroyo Grande and an Ad-hoc Committee of the AGTBID will review responses to the Request for Proposal based on the evaluation criteria below and make a recommendation to the AGTBID Board of Directors which will then forward their recommendation to the City Council for final approval. Qualified firms will be invited to give an oral presentation on their proposal, at the discretion of the TBID Board of Directors. The City reserves the right to reject any proposals and to award contract(s) for any, all, or none of the aspects of the Scope of Work. Evaluation Criteria A.Suitability of the Proposal – the proposed solution meets the needs and criteria presented in the RFP. B.Expertise in recommending and communicating appropriate technical and aesthetic solutions as demonstrated by the proposal and references. C.Aesthetic Capabilities – Prior work reflects artistic and innovative, user-friendly interfaces that engage communities and viewers. D.Proposal Presentation – The information is communicated in a clear, logical manner and is well organized. General Information A.The City reserves the right to request additional information from any or all the respondents. Page 132 of 211 6 | P a g e B.The City reserves the right to reject any or all the proposals. Late or incomplete proposals may not be considered. The City shall have sole discretion in determining the completeness of each proposal. C.The City shall reserve the right to contact past clients for references. D.The terms and scope of the agreement will be determined based on professional negotiations between the City and the prospective Firm. If the City and the prospective Firm fail to reach a contractual agreement, the City may negotiate with any other highly-ranked consultant. E.The City reserves the right to waive minor discrepancies and to reject any and all proposals for any reason. Proposal Submittal Requirements Quantity - Four (4) copies (three bound and one unbound), plus one electronic copy in Adobe Acrobat (PDF) format. Deadline for Submittal - The filing deadline for submittal of the above proposal is 5:00 p.m. on Monday, May 13, 2024. The City reserves the right to extend the deadline date. All documents should be emailed to sbohlken@arroyogrande.org or sent in a sealed package, clearly marked “RFP AGTBID” to Sheridan Bohlken, City of Arroyo Grande, 1221 Ash Street, Arroyo Grande, CA 93420. Specific Deliverables The consultant shall develop a comprehensive portfolio that addresses, at a minimum, the following: 1.Develop strategy to quantify success on marketing campaign through initiatives that measure return on investment; 2.Next phase brand identity that includes but is not limited to advertising campaigns; 3.Develop tourism incentives that include package deals for hotels; 4.Enhance social media presence in Facebook, Twitter, Instagram, Pinterest, YouTube and other social media outlets as they arise. Integrate social media with visitarroyogrande.org and create other strategies to boost internet traffic visibility; 5.Build a feeder market strategy to increase traffic from cities LA and SF; 6.Respond to TripAdvisor, Travelzoo, and other internet-based tourism sites; and 7.Collaborate with major attractions and special events. Firms may provide additional creative/innovative suggestions for deliverables identified in the proposal as “optional deliverables”. Page 133 of 211 EXHIBIT B Page 134 of 211 Visit Arroyo Grande Cover Letter Commune Communication is pleased to submit our proposal in response to the City of Arroyo Grande’s RFP for Marketing,Communications,Website Management,and Social Media Services.We understand the scope of work to involve providing comprehensive, strategic,and innovative services that achieve the goal of attracting tourists to increase occupancy and daily room rates at key lodging properties.We are prepared to begin our services immediately upon award,leveraging our extensive experience and successful track record in similar projects.Our proposal outlines a strategic,multifaceted marketing approach that includes digital advertising research,digital media planning,campaign messaging/creative strategy,copywriting,and creative direction/design and more to achieve our goals. Commune is the prime respondent and we’re proud to be submitting alongside our partner and subcontractor,“Q1Media”who has 20 years of proven track record of achieving impressive digital media performance and visitation reporting.Their focus and expertise for analysis,optimization and driving visitation for travel,tourism,and lodging/hospitality industries brings additional capabilities and valuable experience to our submission.Together,we’re confident our proposal will exceed your expectations and build a lasting partnership that will meet the project goals for years to come. Our team’s proven track record in acting as an Agency of Record that solves integrated marketing challenges,specialized expertise with BID’s,City and tourism organizations, and award winning campaign chops,makes us the right choice to help Visit Arroyo Grande take its rightful place as a signature California destination. Commune Communication,established in 2016 and headquartered in Long Beach,CA,is a forward-thinking marketing firm specializing in communications strategy,creative campaign development,website design and development,and media planning. Commune came to fruition in Southern California after a group of seasoned advertising experts left New York City to start something together on their own terms.This meant losing office politics and inefficient and costly processes for a life rooted in creativity and effectiveness on the California coast. Heading Commune Communication are Ryan La Rosa and James Whale,co-founders who have steered the company towards becoming one of California’s most sought after creative agencies.Ryan La Rosa serves as the chief operating officer and brings two decades of experience,including strategic roles at prominent agencies such as Dentsu/360i and Hill +Knowlton Strategies in NYC,where he led campaigns for high-profile clients like TOYOTA,New Orleans Tourism,and Dos Equis.James Whale,our chief executive officer,is an internationally recognized creative director with over two decades of experience shaping global brands,including small startups and giants like Lexus,Adidas and Welcome to New Zealand.Their leadership is complemented by Richardson Reigart,EVP of brand strategy.With extensive experience in branding and communications,he has been instrumental in defining and propelling brands like Mazda, Toyota,and T-Mobile.Together,and alongside a group of top-of-the-class creative Visit Arroyo Grande RFP Response 2Page 135 of 211 Visit Arroyo Grande professionals based in Southern California,Commune has emerged as a force for anyone looking for creative campaigns that break ground with proven,measurable results. Commune’s client portfolio includes influential and notable partnerships throughout California,including Long Beach Transit (LBT),Los Angeles Economic Development Corporation (LAEDC),California State University,Long Beach (CSULB),Long Beach City College (LBCC),APLA Health,Long Beach Airport,Friends of the Los Angeles River,and the City of Long Beach,among others.In addition,Commune has built its reputation working for BID’s of all sizes,helping them to identify their unique positioning,build their brand,and ultimately create campaigns that drive visitors and businesses alike.That list includes the Downtown Long Beach Alliance,Downtown San Mateo,The City of Huntington Beach,The Tenderloin District,Bixby Knolls Business Improvement Association,Belmont Shore Business Association and many others. Alongside our partners at Q1 Media,we believe Commune is uniquely positioned to achieve the goals outlined in this RFP.However,beyond any virtues you’ll find in our proposal or resumes,what truly sets us apart is that those virtues live alongside a passion and commitment to the region.Commune was an idea generated in soulless giant gray buildings on the East Coast and eventually came to life on the sunny California coast.Commune’s founders are a California kid come home and a Kiwi from the wilds of Great Barrier Island New Zealand alongside a leadership team bombing up and down the coast in their camper vans.We know Arroyo Grande because we’ve visited it,camped it,clammed it,biked it,surfed it,hiked it and more.Sure,we’re down the coast a little ways.But our eagerness to see Visit Arroyo Grande succeed is directly proportional to our desire to make visits for meetings and presentations a regular part of our usual coastal trips.We can promise that if you work with Commune you’ll have fun,achieve your goals,and find a group that will care deeply and work as hard as they possibly can to make sure no stone is left unturned (or dune descended)until Arroyo Grande takes its rightful place as the premiere destination so many of us already know and love. Respectfully submitted, Ryan La Rosa, Co-Founder &Chief Operating Officer Commune Communication Corp Visit Arroyo Grande RFP Response 3Page 136 of 211 Visit Arroyo Grande Table of Contents: 01-Cover Letter 02 02-Firm Qualifications,Experience and References 05 03-Project Organization,Personnel and Staffing 16 04-Review of Capabilities 22 05-Rates,Fees and Budget Control 34 06-Proposed Project Schedule 36 07-Appendix:Resumés of all Personnel 37 Visit Arroyo Grande RFP Response 4Page 137 of 211 Visit Arroyo Grande 02 -Firm Qualifications,Experience and References Commune Communication is a full-service advertising and marketing agency based in Long Beach,California.As a firm possessing the required qualifications and relevant experience,we are committed to delivering exceptional services to Visit Arroyo Grande in line with the Scope of the Work stipulated in the RFP. Qualification and Experience Established in 2015,Commune Communication provides services including brand strategy,media planning and reporting,creative services (copywriting,design),social media services,website design and development,account management,content development,and more.We have a track record of successfully delivering impactful marketing campaigns across various industries,including with BID’s,City Departments, and the Travel and Tourism Industry at large.Our qualifications include the following but are not limited to: ●Developing successful digital advertising and marketing campaigns for various industries. ●Data analysis and market research skills,such as proficiency in analyzing marketing data,survey results,and competitive digital landscapes.We will derive insights from this data to inform our strategic decisions and campaign optimizations. ●Capability in developing effective media buying strategies that reach diverse target audiences. ●Demonstrated ability to collaborate with multiple stakeholders to create compelling advertisements that align with brand messaging and objectives. ●Expertise in producing various multimedia content such as images,videos,and other interactive advertisements. ●Thorough understanding of BID dynamics,including how to communicate the virtues of highly specific and targeted locations,neighborhoods and regions and gain approval from stakeholders with differing agendas.. ●Technical proficiency and forefront ad-tech leader in digital media with proprietary tools and custom data to efficiently optimize live campaigns,measure and achieve successful campaign performance,and provide visitation reporting to specific areas including lodging partners. ●Transparent and effective communication channels to liaise with the client, stakeholders,and internal teams. ●Ability to manage projects efficiently,including setting timelines,deliverables, reporting on campaign performance,etc. The following are a few key projects relevant to Visit Arroyo Grande’s marketing requirements: ●Downtown Long Beach -Commune has worked with the Downtown Long Beach Alliance for several years to craft and implement tourism campaigns that effectively reach local and national audiences.This has included brand and media Visit Arroyo Grande RFP Response 5Page 138 of 211 Visit Arroyo Grande strategies ensuring the campaigns are unique to DTLB and its virtues and then breakthrough creative executions that articulate the idea.Commune is about to launch its third tourism campaign for Downtown Long Beach and is always proud to see the work attract audiences of all types to our hometown. ●Downtown Napa:This on-going project is a dynamic marketing campaign across Search,Social Media (Facebook and Instagram),Connected TV (cTV)and Pre-Roll Videos.Recognizing the importance of their seasons,we strategically optimize media allocations to amplify impact during typically slower seasons,enhancing overall visitor numbers year-round.Our campaign commenced with a thorough market analysis to accurately target key audiences,maximizing media efficiency and outreach.We’ve achieved increased visibility and engagement by using our ad-tech for online and offline attribution methods.We have also traced visitation lifts for Downtown Napa’s key attractions and businesses,providing tangible evidence of our digital media strategy’s success in boosting economic activity during off-peak periods. ●Visit Camarillo:We executed a targeted digital media strategy for Visit Camarillo, leveraging historical location data to reconnect with past visitors -particularly those who attend high-profile events like the X Games.By analyzing patterns from these past visitors,we crafted personalized ad campaigns using Pre-Roll,Display, and Mobile Interstitials to encourage these individuals to return during the vibrant spring and summer season.This strategic use of data not only increased engagement but also significantly boosted repeat visits to Camarillo. ●Downtown San Mateo -The all volunteer DSMA Board reached out to Commune after seeking help with organizations who knew how to work with BIDS.Our work with DSMA included a brand refresh and website redesign that included solving for a simple and well designed solution allowing DSMA stakeholders to make regular updates. ●City of Long Beach -Commune works with the City of Long Beach on a variety of efforts including developing presentations and design support for Mayor Rex Richardson,developing campaign creative for the Long Beach Climate Action Plan,Homeless Awareness campaign,and many more. ●Long Beach Transit:As the Agency of Record for Long Beach Transit since 2017, Commune has been playing a pivotal role in enhancing the company’s brand visibility and customer engagement.This long-standing partnership includes a wide range of services,such as ongoing strategy,media planning,creative services,website development,social media management,platform identification,and more.Over the years we have consistently delivered results in terms of revenue and ridership growth,contributing to the continuous growth and success of Long Beach Transit. ●AIDS Walk Los Angeles:APLA Health and Wellness recruited Commune through an RFP to increase the diminishing momentum and attendance as well as tackle the decrease in fundraising for their AIDS Walk 2023 event.Although AIDS Walk has existed for 40 years,the COVID-19 pandemic presented various challenges, leading to a decline in performance.We were tasked with driving attendance and exposure,which we accomplished by providing multiple services,including brand strategy,design,advertising,video production &content development,social media,media buying,paid media strategy,reporting,web design and Visit Arroyo Grande RFP Response 6Page 139 of 211 Visit Arroyo Grande development.We successfully delivered the project objectives,including a massive increase in social media and website traffic and exceeded 1.3 million dollars in fundraising.Commune secured an AAF Silver advertising award for the 2023 campaign. ●Sports Basement -When the revered Northern California retailer made their first foray into Southern California they called Commune to help them create a campaign that would endear the brand to its new neighbors.The result was an integrated campaign that targeted regional audiences with effective media and creative solutions including social media content development,TV and radio advertising,direct mail,experiential marketing and more.Commune was awarded with an American Advertising Award for its “More than a Store”campaign in 2023. ●Long Beach Airport -When the Long Beach Airport was undertaking construction improvements,it needed to ensure it effectively communicated the opportunities and disruptions to the community it serves.Enter Commune,who helped build a robust program for community engagement and participation, ultimately resulting in a messaging and media strategy that helped to calm vocal detractors and inspire advocates. In addition to these examples,Commune has worked with a variety of BIDS and Cities including Downtown Long Beach,City of San Francisco,Second Street Long Beach, Catalina Island Conservancy,Fourth Street Retro Row,Cambodia Town,Downtown San Mateo,The Tenderloin District,Bixby Knolls Business Improvement Association,Zaferia District,and more. References The City of Arroyo Grande can contact the following three business clients for reference: 1.James Ahumada,Deputy CEO,Downtown Long Beach Alliance ●Contract Term –2023 -Present ●jamesa@dlba.org;626-825-8693 2.Blair Cohn,Executive Director,Bixby Knolls Business Improvement Association, President Long Beach Council of Business Districts ●Contract term:2017 -current ●blair@bixbyknollsinfo.com;562-307-4178 3.Scott Larson,Executive Director,Visit Laramie,Wyoming ●Contract term:2020 -Present (via Q1Media) ●director@visitlaramie.org;307-745-4195 Expertise in Advertising and Marketing The team at Commune Communication represents a collection of some of the best strategic minds and creative thinkers from across the industry,motivated by a shared passion to create groundbreaking work that transforms our clients’businesses through thoughtfully designed marketing communications.Whether their expertise is in strategy, design,creative messaging,media,web development,or data &analytics,each member of our team shares a singular focus on delivering communications that create customers. Visit Arroyo Grande RFP Response 7Page 140 of 211 Visit Arroyo Grande To address the comprehensive Scope of Work (SOW)specified by Visit Arroyo Grande, Commune proposes a strategic and collaborative approach,supported by our expertise in communications strategy,media planning,creative design,copywriting,web development,and analytics.The following section outlines a clear,efficient path to establishing Arroyo Grande's rightful position as a destination of choice for visitors to the area and the hidden gem of SLO County. Our approach begins with an in-depth analysis of the City of Arroyo Grande’s brand positioning,target demographics,and current market dynamics.This foundational step ensures that all subsequent marketing strategies are aligned with the Arroyo Grande brand positioning and objectives while being tailored to meet the nuanced needs of a range of potential travelers. Customer Challenges &Opportunities.In developing an approach to elevate perceptions and drive visitation for the City of Arroyo Grande,we confront a series of customer perception challenges head-on while also capitalizing on significant opportunities.Although California residents are aware of the City of Arroyo Grande,it may not be top of mind as a potential travel destination.Travelers from SF and LA have a wide range of travel options,often within a short drive of the city.Additionally,for those interested in traveling to the Central Coast,they may not fully understand what makes the City of Arroyo Grande distinctive from other options in SLO County,like Paso Robles, Morro Bay,Cambria,or Avila Beach.Therefore,our challenge is two-fold.We must drive greater regional volume by communicating the benefits of the broader Central Coast region,while also creating preference for the City of Arroyo Grande by highlighting our distinct advantages within the region,including our unique historic charm,range of activities,and coastal proximity.According to our mobile device data,while 19.29%of Arroyo Grande visitors over the past 12 months were from key feeder markets LA and SF, the majority of traffic to the area (57.59%)was from the surrounding areas of SLO,Santa Maria,and Santa Barbara.Therefore,it will be critical to both drive greater travel interest in the Central Coast,as well as establishing a clear,distinctive proposition for the City of Arroyo Grande for interested travelers. Against these issues,several opportunities emerge that Commune is uniquely positioned to leverage.Strategically guided communications plans that integrate data,media,and breakthrough creative will deliver key messaging that reinforces the City of Arroyo Grande’s unique blend of historic small-town charm,outdoor recreation opportunities, arts,culture,and proximity to the beautiful California coast.By employing advanced analytics tools for a granular understanding of the target audience,we intend to craft marketing initiatives that broadly establish the City of Arroyo Grande as the ideal base for exploring the wonders of the Central Coast,truly a hidden gem,combining the arts, culture,history,fine dining,wine tours,outdoor recreation,and easy access to the Pacific. Ultimately,however,we understand that true success will be measured by increased occupancy (heads in beds)and economic activity for local City of Arroyo Grande businesses.In order to build a marketing plan that is not only effective,but efficient at driving ROI,we will employ a robust data-driven approach to guide strategy,messaging, channel selection,audience segmentation,and market prioritization. Visit Arroyo Grande RFP Response 8Page 141 of 211 Visit Arroyo Grande Our initial evaluation using ad-tech for mobile device and census data reveals the following visitation insights to Arroyo Grande over the past 12 months:There were over 600k visitors to the area of which 19.29%were from LA and SF regions,while 57.59%was from the surrounding SLO areas.As we start to break that down further into audience segments,these visitors were representative of a diverse set of demographics:: ●Wide Range of Age Groups:60.68%between 18-64 years old,and 21.84%were under 18 years and 17.48%over 65 years old. ●Household Income:Median Income:$93,275 and 42.17%over $100k;41.3% between$30-99k;16.53%below 29k ●Education Levels:34.49%with Bachelor degrees or higher;32.24%with 2 year degrees or some college;33.27%high school or no high school degree ●Top Ethnicities:50.02%White and 33.63%Hispanic This illustrates two opportunities to address for an efficient and targeted advertising campaign to drive visitation lifts for both:1)New visitors with various interests by age group from feeder regions of LA and SF,and a close third market,Fresno;and 2) Nurturing approach for the surrounding areas for various age groups and interests to continue to enjoy Arroyo Grande for new events,attractions,and its rich charm. Our strategies are a balanced approach of addressing consumer challenges through targeted,data-driven engagement and seizing these opportunities to continually reinforce Arroyo Grande’s position as SLO County’s hidden gem.Through this dual approach,we aim to not only elevate awareness of the City of Arroyo Grande,but also showcase all that makes Arroyo Grande distinctive and special,thereby driving meaningful increases in visitation and local economic activity. In deploying an integrated communications plan for the City of Arroyo Grande, Commune will embark on a rigorous insights development process through the lens of Commune’s 4Cs:Company,Category,Consumer,and Culture.Our holistic analysis underpins our strategy to ensure our outreach resonates with potential visitors to the City of Arroyo Grande,and,in turn,drives increased visitation to local hotels and businesses. Company:Our initial focus on the company dimension involves an even deeper understanding of the City of Arroyo Grande’s unique value proposition for potential travelers.This entails aligning our marketing strategies with the City of Arroyo Grande’s distinct offerings,including outdoor recreation,a charming historic downtown,cultural events,fine dining,arts and culture,local parks,wine tastings,and proximity to the Pacific Ocean.We will look to showcase all the attributes that make the City of Arroyo Grande an ideal vacation destination,as well as communicate in the brand’s unique voice,tone,and design language. Category:The category analysis delves into the local and regional travel sectors, identifying where the City of Arroyo Grande stands within the broader competitive set. Understanding the competitive landscape will allow us to further establish the white space for the City of Arroyo Grande among the many local and regional travel options. We’ll seek to identify the most meaningful and distinctive attributes for potential traveler Visit Arroyo Grande RFP Response 9Page 142 of 211 Visit Arroyo Grande segments,including variables like total cost,coastal proximity,cultural opportunities, recreation,events,authenticity,and accessibility. Consumer:Central to our approach is a deep dive into the consumer,employing segment analysis tools,mobile device data,social listening,and proprietary data assets to map out a range of high propensity audience segments.We’ll seek to understand which audiences are most likely to not only visit the Central Coast,but those that might be more likely to choose the City of Arroyo Grande over other available options.Our initial analysis identified groups like families,retirees,wine enthusiasts,outdoor enthusiasts,and art/culture lovers as potential opportunities.We will seek to better understand the motivations,needs,barriers,triggers,and media behaviors of each of these segments to guide our communications strategy.Our insights and test/learn messaging process will look to define the most effective channel strategies and persuasive messaging to convert these segments into visitors to the City of Arroyo Grande.This analysis ensures that our marketing efforts speak directly to the varied needs,preferences,and values of each audience segment,whether they are laid-back retirees,or outdoor adrenaline seekers. Culture:Finally,the culture component recognizes the integral role that cultural forces play in shaping attitudes and perceptions of the tourism industry broadly and the City of Arroyo Grande specifically.It isn’t enough for the City of Arroyo Grande to communicate the benefits of the city to the right audience,we must integrate our brand into the culture and make the City of Arroyo Grande a relevant destination for today’s travelers.That means understanding how people are discovering new places,and the ways they are being influenced to make travel decisions.Additionally,the Culture component recognizes the integral role that cultural nuances play in shaping travel behaviors and preferences across the region.By integrating insights from local festivals,cultural events, and community centers into our outreach initiatives,we aim to build meaningful cultural connections.Engaging with communities in culturally relevant ways—whether through language,shared values,or communal experiences—allows us to weave the City of Arroyo Grande into the fabric of everyday life,transforming each interaction into an opportunity for brand advocacy. Together,these 4Cs guide the creation and execution of an integrated communications plan that is both strategically informed and deeply rooted in the needs and concerns of our audience.By leveraging advanced analytics,personalized engagement,and specifically tailored communications,our strategy for the City of Arroyo Grande is designed to not only elevate awareness among our priority audience segments,but also translate this awareness into tangible increases in visitation,firmly establishing the City of Arroyo Grande as the hidden gem of SLO County. Ad-Tech Leader of Emerging Media In today's hyper-connected world,a key impact and value we bring to our Tourism clients is the significance of custom ad-tech of mobile data.For our tourism-focused clients,harnessing the power of mobile data isn't just advantageous—it's imperative for a competitive edge and meeting the evolving attention and interests of modern travelers. This impact is not only mobile content that has transformed the way travelers explore, Visit Arroyo Grande RFP Response 10Page 143 of 211 Visit Arroyo Grande engage,and experience destinations,but it is also the mobile data we have for analysis of their visitors movements. Our ad-tech for mobile data is proprietary from over 200k mobile apps with allowed permissions of location data and has ability for global visitor demographic studies, tracing visitor pathways,and influenced visitation reporting tracing mobile activity after being served an ad.Starting with the data analysis significance,we can survey past visitors of locations and their movements within a custom-drawn 3 feet polygon (going farther than geo-fencing radius)and within a 2-year look back (geo-fencing is only 90 days).Here are our custom polygons and heat maps of mobile data with one year look back for each of the seven hotel partners for Visit Arroyo Grande: Visit Arroyo Grande RFP Response 11Page 144 of 211 Visit Arroyo Grande As we do our analysis and develop media planning,we compare and segment mobile data reports between county,city,specific lodging partners,and area attractions.We’ve started part of this analysis for Arroyo Grande with the seven lodging partners and listed a brief overview of their demographics of the last 12 months,with insights including: ●Agrarian Hotel:44.35%of their visitors have HHI $100k+ ●Aloha Inn:39.86%of their visitors have HHI $100k+ ●Arroyo Village Inn:39.75%of their visitors have HHI $100k+ ●Beachway Inn:39.66%of their visitors have HHI $100k+ ●Best Western:42.10%of their visitors have HHI $100k+ ●Hampton Inn:42.89%of their visitors have HHI $100k+ ●Prismo Inn:39.28%of their visitors have HHI $100k+ With this data,we can segment and create custom audience groups that go beyond the stage of analysis of visitor data as explained above.We can also implement live-targeting,in-app inventory,and track mobile data post-ad serve by monitoring which of the unique ads we served to the target and then tracing back to our separate polygons for each individual lodging partner and attraction.Location visitation reporting supports our tourism partners with precisely how many visits and visitors were influenced by our served digital ad campaign.This provides our partners with a simple “cost-per-visit”and “cost-per-visitor”metric to share with committees and government entities.An example of a Location Visitation Report can be provided upon request. Media Mix and Digital Media Planning We’ll use a combination of our ad-tech,math,science,and art to determine the most effective and efficient media mix to reach key traveler audiences in Los Angeles,San Francisco,San Jose,and surrounding SLO California areas.With our experience in Travel and Tourism,we’ve seen the significance of the right media mix between traditional media (print,publications,etc)and cross-platform digital media models.We will employ a combination of first-,second-,and third-party data for audience analysis and strategic reach to key audiences. Our media strategies aim to maximize customer reach and engagement by identifying and leveraging our ad-tech with the most relevant platforms for Visit Arroyo Grande’s goals,including trade media and our proprietary resources.We have access to all media platforms such as Connected TV (cTV/OTT,Hulu,Peacock,Netflix,Amazon,etc), traditional and digital outdoor (billboards,roadside,theaters),digital video including YouTube,digital audio through major streaming platforms like Spotify,Pandora,and iHeart Radio,and social media channels,including Meta (Facebook and Instagram), TikTok,Pinterst,Snapchat,and Reddit. Our expertise in precision targeting across traditional and all evolving digital media platforms is a point of pride as reaching the right customer at the right time at the right place is key to creating successful campaigns.Our mobile data can be broken down into audience segments to build custom targeting groups that have proven to drive increased efficiency in ad spend and performance.Our experience and cutting edge capabilities have been proven to be effective for similar tourism objectives for the City of Visit Arroyo Grande RFP Response 12Page 145 of 211 Visit Arroyo Grande Long Beach,Downtown Napa,Visit Camarillo,and more. With data in hand,and insights prepared,we’ll present a comprehensive media plan in a storytelling format that provides strategy,tactics,and rationale for each element of the plan,which is likely to include: ●Platform Recommendations:Connected TV,digital outdoor,digital video,digital audio,social media,mobile including in-app,email,PR,web,etc. ●Content Recommendations:Web/social,advertising assets,email messaging,etc. ●Activations:Events and cross-promotional partnerships,etc. ●Marketing Calendars:Monthly,quarterly,and annual messaging and platform flowcharts. By staying up to date with the emerging trends and media technologies,we ensure that our strategies remain relevant,innovative,and impactful.We continuously monitor the performance and optimizations of our media mix and campaigns,making real-time adjustments for better results and driving maximum ROI. Creative Services The cornerstone of our strategy is a streamlined creative development process, designed to swiftly produce and deploy a wide array of marketing materials that engage and resonate with our target audiences across the region and within our key feeder markets.In execution,this involves leveraging advanced marketing technologies and techniques.For instance,we will employ tools such as Adobe Creative Suite for the agile creation of visually striking digital ads,ensuring these materials are optimized for both performance and aesthetic appeal on platforms where our audiences are most active. Audio spots will be crafted to reflect the cultural diversity and local flavor of the Central Coast,using sound editing software like Adobe Audition to ensure high-quality production values that capture the essence of the City of Arroyo Grande experience. For print materials,we leverage geographic information system (GIS)technology,such as ArcGIS,to perform detailed market segmentation and demographic analysis.This will enable us to design localized print materials that are highly relevant and engaging for specific communities within the City of Arroyo Grande feeder markets.We will apply A/B testing methodologies,utilizing platforms like Google Optimize,to continuously evaluate the performance of our creative assets.This will allow for real-time refinement of messaging and visuals,ensuring that our campaigns are always optimized for engagement and conversion rates.By combining creative excellence with rigorous analytical processes,we aim to deliver creative services that not only capture attention but also drive measurable increases in visitation for the City of Arroyo Grande and local businesses. Copywriting Crafting compelling advertising and marketing copy is a crucial element in delivering effective communications campaigns.The City of Arroyo Grande has established a strong,modern brand identity and voice,and provides a wide variety of advantages and convincing proof points for why it is a compelling travel destination.The City of Arroyo Grande’s accessibility,proximity to the coast,historic Victorian charm,fine dining,local recreation,and events make it a unique proposition within the Central Coast region.Our Visit Arroyo Grande RFP Response 13Page 146 of 211 Visit Arroyo Grande team of skilled copywriters’job is to craft captivating headlines,attention-grabbing ad copy,informative blog posts and compelling website copy that captures attention, connects emotionally,and drives action.Be it creating ad campaigns,events,website content,or social media posts,our team of writers ensure that we convey the City of Arroyo Grande’s unique market position and the specific advantages we offer to travelers from across the region. Promotional Marketing Initiatives To support promotional marketing initiatives,Commune adopts a strategy deeply rooted in data-driven insights to maximize the the City of Arroyo Grande’s appeal to potential visitors.By conducting a detailed analysis of travel data and market trends,we intend to gain a nuanced understanding of target demographics,their preferences,and travel behaviors.This analytical groundwork will enable us to tailor our marketing campaigns with precision,ensuring that they resonate with intended audiences by showcasing the unique benefits and experiences that can be found in the City of Arroyo Grande.We’ll work with the VIsit Arroyo Grande to define social marketing strategies,incentive offers, and special events that drive increased visitation and economic activity in the Arroyo Grande area. Monitoring and Optimization Commune and Q1 Media will continuously monitor campaign performance across all platforms and touchpoints.Utilizing many analytics tools,such as Google Analytics for web traffic analysis,Q1 Media’s Dashboard for cross-platform digital media performance and optimizations across all devices (TV,desktop,tablets,and mobile)and platforms (cTV/OTT,digital outdoor,programmatic,and social),Facebook Insights for social media engagement,and Hootsuite for cross-platform organic social media management. Additionally,we employ specialized tools like SEMrush for SEO and content performance tracking,along with Hotjar for understanding user behavior on websites through heatmaps and user recordings. Tracking cross-platform also includes unique website pixels that we’ll implement into the code of the website,including Universal Pixel (cTV/OTT and streaming audio reporting),Retargeting Pixel,and a pixel from Meta. Location Visitation Reporting (xLVR)has a ramp up and learning period similar to how travelers,as they often plan and research their trips 2-3 months*in advance.After hitting minimum impression benchmarks across digital platforms,Q1 Media supplies quarterly or monthly visitor reporting broken down by total visits to Arroyo Grande as well as details for each lodging partner or attraction.Our reports include:Overall Location Visits to Arroyo Grande,Total Visits,Total Visitors,Cost per Visit,Cost per Visitor,and segments into also the data for each location (individual attraction and lodging partner). This data-driven approach enables us to quickly make informed adjustments to our strategies,ensuring optimal engagement and maximizing the return on investment. Performance metrics such as engagement rates,media impressions,conversion rates, and feedback from the City of Arroyo Grande and its stakeholders will guide our iterative process of campaign refinement and optimizations. Visit Arroyo Grande RFP Response 14Page 147 of 211 Visit Arroyo Grande *Both Google Trends and American Automobile Association (AAA),which annually releases travel projections and data)surveyed that the majority of travelers begin planning their road trips about 2-3 months in advance. Web Platform Development and Management As per the requirements of the RFP Commune,recommends the CMS (Content Management System)will be built and deployed on a current version of Wordpress 5.x. This CMS allows publishers to execute admin and publishing functions via an installed web Editing Dashboard,without specialist development experience. CMS Wordpress is a free,secure,well supported open source CMS platform.We develop on a framework called Divi that produces ADA standards compliant PHP,HTML &CSS markup and UX.This framework also allows our clients to be easily trained to build complex page grids with limited (or no)ongoing support via an intuitive drag-and-drop editing interface. ●Add and change text on existing pages ●Add &remove pages ●Edit,and change menu structures &text. ●Add and Remove images ●Add News and Events Posts with Social share features built in ●Embed ready built email opt-in forms onto CMS pages. ●Assign Authoring Permissions to Pages and Articles. ●Add custom Google Maps as needed. SEO Approach Commune Incorporates SEO considerations during early design and development, aligning copywriting and content with user intent.Conducting keyword research, integrating terms naturally into titles,headings,and body text.Prioritize mobile responsiveness,fast loading times,and intuitive navigation.We will leverage plugins like Yoast for guidance and ensure ongoing SEO optimization through regular updates and monitoring of analytics. ADA Compliance Commune’s approach to Designing ADA-compliant web pages involves prioritizing accessibility from planning to implementation.Utilize semantic HTML,intuitive navigation,and descriptive content.Maintain sufficient color contrast and conduct thorough testing.Continuous iteration ensures legal compliance,and fostering inclusivity for all users and visitors. Privacy Policy To create a privacy policy Commune will outline what personal data is collected via visits to the CMS,why,and how it's used or shared.We would Include details on user consent,data security measures,and procedures for access,correction,or deletion of Visit Arroyo Grande RFP Response 15Page 148 of 211 Visit Arroyo Grande data.Commune can provide support with relevant laws and provide recommendations on regularly updating your policy. Email Capture /Opt-in features For optimal use of email capture/opt-in forms on your CMS-based website,Commune recommends placing forms strategically on high-traffic pages,offering valuable incentives for visitor sign-ups.We will ensure forms are visually appealing, mobile-friendly,and comply with GDPR or other privacy regulations.Use double opt-in to confirm subscriptions and personalize communication for better engagement,and decrease the risk of spam. Blog Features WordPress offers robust blogging features,including customizable themes,categories, tags,and post formats.Users &Publishers can schedule posts,moderate comments,and integrate multimedia content effortlessly.It supports user roles for collaborative blogging,SEO optimization,and social media sharing.Plugins extend functionality for advanced features and customization options. Hosting We set up our WordPress sites on the industry leading LEMP tech stack utilizing high performance cloud compute VPS.We further manage DNS and performance enhancements through Cloudflare’s global infrastructure. 03 -Project Organization,Personnel and Staffing Personnel and Technical Staff Overview The following table details key personnel Team Commune proposes to perform the work and includes personnel for major areas of program support.The table also details the person’s name,current location,proposed position for this project,current assignment, level of commitment to that assignment,availability for this assignment and how long each person has been with the firm: Jenn Skelaney Position:Project Manager Location:Los Angeles,CA Proposed Position:Account Manager Current Assignment:Account Manager at Commune Communication Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:3 years Ryan La Rosa Position:Executive Oversight Location:Long Beach,CA Proposed Position:Co-Founder and COO Current Assignment:Strategic planning and agency/client relationship management Visit Arroyo Grande RFP Response 16Page 149 of 211 Visit Arroyo Grande Level of Commitment:Full-time Availability:Available for strategic oversight Tenure at Firm:Since inception (2016)-8 years James Whale Position:Creative Leadership Location:Long Beach,CA Proposed Position:Co-Founder and CEO Current Assignment:Creative direction and client relationship management Level of Commitment:Full-time Availability:Available for creative oversight Tenure at Firm:Since inception (2016)-8 years Richardson Reigart Position:Brand Strategy Location:Los Angeles,CA Proposed Position:EVP,Brand Strategy Director Current Assignment:Brand and communications strategy for major brands Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:3 years Cindy Nguyen Position:Media Planning Location:Los Angeles,CA Proposed Position:EVP,Media Planning Director Current Assignment:Media strategy and planning for various brands Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:Recently joined -2023 Briton Saxton Position:Senior Copywriter Location:Long Beach,CA Proposed Position:Senior Copywriter Current Assignment:Copywriting and creative concepting for Commune clients Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:1 year Victor Heredia Position:Multilingual SME Location:Long Beach,CA Proposed Position:Support Copywriter (Spanish) Current Assignment:Writing and translating culturally relevant copy Level of Commitment:Part-time Availability:Available on an “as-needed”basis for this project Tenure at Firm:2 years Manali Anare Position:Graphic Designer Location:Los Angeles,CA Proposed Position:Senior Graphic Designer Current Assignment:Brand and graphic design for multinational clients Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:Recently joined -2023 Aaray Amano Position:Graphic Designer Visit Arroyo Grande RFP Response 17Page 150 of 211 Visit Arroyo Grande Location:Long Beach,CA Proposed Position:Graphic Designer and Videographer Current Assignment:Creative services for Commune clients Level of Commitment:Full-time Availability:Available for this project Tenure at Firm:2 years Vern Moen Position:Director -Videographer/Content Producer Location:Los Angeles,CA Proposed Position:Videographer,Photographer,Content Producer Current Assignment:Pre and Post Production services for Commune clients Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:2 years Jessica Farrell Position:Multimedia Strategist Location:Phoenix,AZ Proposed Position:Multimedia Strategist Current Assignment:Strategist &Account Executive at Q1 Media Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:8 months Ian Donahue Position:Lead Media Strategist Location:Austin,TX Proposed Position:Lead Media Strategist Current Assignment:Southwest Region Manager at Q1 Media Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:6 years Nancy Hoang Position:Multimedia Account Operations Location:Austin,TX Proposed Position:Multimedia Account Operations Current Assignment:Director of Account Operations at Q1 Media Level of Commitment:Full-time Availability:Available full-time for this project Tenure at Firm:6.5 years Visit Arroyo Grande RFP Response 18Page 151 of 211 Visit Arroyo Grande Project Organization Chart Project Staff and Relevant Expertise: Ryan La Rosa:Co-Founder,Chief Operating Officer Ryan is a California native who founded Commune alongside James Whale in 2016,after a successful advertising career in New York City as a Brand Strategist.Ryan has led the building of Commune’s reputation in California,ultimately becoming a go-to subject matter expert for many significant interests including Long Beach Transit,Long Beach Airport,the Mayor of Long Beach,Rex Richardson,and many others.Ryan will take a high-level role on this account ensuring all project management matters run smoothly while collaborating closely with all team members and client stakeholders to guarantee a great result. James Whale:Co-Founder,Chief Executive Officer James founded Commune alongside Ryan La Rosa in 2016,after a successful advertising career in New York City as a creative director.James has led nearly all creative efforts for Commune since its founding,including being responsible for the design systems of countless City initiatives and representatives,including California State Senator,Lena Gonzalez and United States Congressman,Robert Garcia.James has also led Visit Arroyo Grande RFP Response 19Page 152 of 211 Visit Arroyo Grande development of creative production and event-day management for the current mayor’s State of the City and Grow Long Beach addresses and supporting communication.James will perform a high-level role on this project,ensuring an effective and breakthrough delivery of all creative assets.He will also manage all.video and photography efforts alongside our in-house production capabilities Richardson Reigart:Executive Vice President,Strategy Richardson is a senior-level brand strategist who came to Commune after running global brand strategy for Toyota and Mazda among others.Richardson currently oversees strategy efforts for the City of Long Beach’,Downtown Long Beach,AIDS Walk,and many others.Richardson will lead the planning and strategic vision of the project,ensuring all creative decisions are strategically led and are reaching their intended targets Jenn Skelaney:Senior Account Manager Jenn has demonstrated her organizing and project management expertise in a variety of efforts for the City of Long Beach including Economic Blueprint 2.0,State of the City 2024,Measure A planning and website design,Elevate 28 website design and development,and more.Additionally,she currently runs project management efforts for Long Beach Transit,the Arts Council for Long Beach,APLA Health,and AIDS Walk Los Angeles.Jenn will be the lead account manager to ensure there is a central point of contact between agency and client while maintaining clear communication and effective tracking of all project deliverables and deadlines Cindy Yang Nguyen:EVP,Media Planning Cindy Nguyen is an EVP of media planning with a track record of executing full-funnel advertising strategies and innovative multi-channel campaigns for diverse marketing objectives,from branding and acquisition to retail experiences.With roles ranging from freelance consultant to associate media director at various reputable agencies,Cindy has demonstrated her ability to leverage strong negotiation skills and manage complex budgets across digital,social,mobile,print,and out-of-home campaigns,underlining her comprehensive expertise in media strategy and planning. Jessica Farrell:Q1 Media -Multimedia Strategist &Account Executive With over 10 years of experience in multimedia strategies for tourism and hospitality, Jessica has designed and managed outstanding digital media campaigns for notable clients such as Wyoming Office of Tourism,Reno Tahoe Tourism,Broadmoor Resort, Mountain Shadows Resort,and more.Her proficiency is reinforced by her attention and speed to detail,forward-thinking strategies,and commitment to delivering results. Ian Donahue:Q1 Media -Lead Strategist &Southwest Region Manager A native of Santa Barbara,California,Ian is Q1 Media’s leader for the Southwest Region of the US with over 10 years of experience in multimedia executions specific to tourism and hospitality.His in-depth knowledge of the multimedia industry,audience-first strategies, and our custom ad-tech impacts significant results for our tourism client’s lodging and business initiatives.His steadfast loyalty to achieving successful campaigns brings impressive ROI to his clients of Hard Rock Hotels &Resorts,Visit Tuolumne County,Visit Camarillo,Downtown Napa,Discover Torrance,and more. Nancy Hoang:Q1 Media -Director of Account Operations Nancy has over 7 years of experience in digital media executions,with extensive Visit Arroyo Grande RFP Response 20Page 153 of 211 Visit Arroyo Grande knowledge in cross-platform management and multiple verticals.Her expertise is backed by Meta Media Buying Certification -a testament to her excellence in delivering and optimizing social and digital media campaigns.As a knowledgeable and detailed leader of Q1 Media’s in-house operations team,she has driven great performance for hundreds of clients campaigns for tourism clients including Hard Rock Hotels &Resorts, Discover Klamath,Visit Camarillo,Greater Boston Visitor Bureau,and more. Briton Saxton:Senior Copywriter Briton currently runs copywriting and creative responsibilities for Downtown Long Beach Tourism,the City of Long Beach Homeless Campaign,City of Long Beach Climate Action Plan,and others.Additionally,Briton produces all copywriting and creative concepting for Long Beach Transit.Briton will be the lead copywriter on this project and an integral part of the creative team who brings with her an immense amount of travel and tourism experience. Manali Anare:Senior Graphic Designer With nearly a decade of experience in the design industry,Manali brings to Commune a unique blend of versatility and multi-disciplinary design expertise,along with a specific talent for creating and managing large brand and identity systems.Manali's career began with a deep exploration of the fundamentals of graphic design,and she has since honed her creative skills in print media,typography,and layout—gaining a strong foundation in the core principles of visual communication.She has seamlessly transitioned the elements of her craft into digital and web design as well.Manali will lead graphic design efforts for this project,ensuring the blend between print and digital is expertly crafted. Aaray Amano:Graphic Designer &Content Creator Aaray leads creative services for Long Beach Transit,City of Long Beach Economic Blueprint 2.0,the City of Long Beach Homeless Campaign,AIDS Walk Los Angeles,and more.Aaray is a talented multidisciplinary creator whose expertise include graphic design,video production,and content creation.Aaray will participate in all creative services for this project. Josh Slone:Web Developer Josh has a rare combination of design and development skills,meaning he can bridge communication gaps,translate creative visions into technical solutions,and deliver exceptional results that seamlessly blend aesthetics and functionality.Josh is proficient in multiple languages including HTML,CSS,JavaScript,and React.js—meaning he can seamlessly implement designs into fully-fledged web experiences.Josh has led the development of Commune’s work on the Elevate 28 website for the City of Long Beach and will lead all digital efforts for this project as well. Vern Moen:Director,Videographer and Producer Vern has supported Commune Communication since 2021 and has 20 years experience working as a director,producer and videographer.His attention to detail,creativity,and practical dexterity have been proven on previous projects with the City of Long Beach, Long Beach Transit,and many others. Visit Arroyo Grande RFP Response 21Page 154 of 211 Visit Arroyo Grande 04 -Review of Capabilities Case Study:Visit Tuolumne County Team Commune has been supporting Visit Tuolumne County for three years and their campaigns have shown strong growth in engagement,performance,and trackable visitation lift to segmented lodging partner locations and key attractions.For our client Visit Tuolumne County,we’ve seen success with continuous strategic adjustments in the digital media landscape. Their 2022 campaign focused on their primary feeder metro markets on the west coast and drove great results in terms of click-through rates (1.43 -3.23%using our mobile device targeting for interstitials,display,and video),increase in newsletter sign ups,and on-site conversions,but we felt performance could be even further improved. Beginning in 2023,we advised an audience re-segmentation based on the results of their efficiency market analysis weighing their prior year visitation reports versus each DMA or city population.We also implemented a strategic overhaul informed by A/B testing creative,platform-specific content and creative messaging strategies,alongside a reallocation of ad spend to the best-performing platforms as the audience evolves. Results: After adopting our strategic refresh in 2023,their campaign achieved a ~50%lower Cost Per Visitor,a 23%increase in website traffic YOY,and a 17%increase in conversion rate. Our Location Visitation Reports,tracing influenced visitation after being served ads,we tracked 4,365 visitors to 17 hotels and 5,522 visitors to 20 key attractions in 3 months who had seen our ads prior to visitation.Our partnership with this client demonstrates the effectiveness of our data-driven and adaptive approach leading to improved brand recognition and visitation to their region,as we improve their ROI each year. Visit Arroyo Grande RFP Response 22Page 155 of 211 Visit Arroyo Grande Case Study:Downtown Long Beach Tourism Campaign Commune has been working with the Downtown Long Beach Alliance since 2018 in various capacities including helping the Business Improvement District that is one of California’s largest ensure their brand,profile,and materials are always top notch. Downtown Long Beach houses over 2,000 businesses,including one of the nation’s largest ports,and over 50,000 residents yet it’s often lost in the shuffle between its neighbors to the north and south.The DLBA has relied on Commune for years to ensure the reputation and profile of the region is always effectively communicated to audiences including residents,visitors and current/prospective employees and business owners. One of the earliest projects Commune worked on with the DLBA was a rebrand to build a visual identity that effectively communicated the virtues of the region,being sure to avoid common tropes associated with BID and tourism advertising.In short…NO “SHOP, DINE,PLAY”allowed!Through a rigorous Discovery Session that extrapolated insights from a variety of audiences,we developed a visual identity that worked as both a wayfinding device and an iconic mark that has stood the test of time and become a recognizable symbol for Downtown Long Beach. Most recently,Commune was asked to develop a refreshed creative campaign for Downtown Long Beach tourism to help the organization move beyond campaigns that were established during the COVID-19 pandemic.This process included Commune facilitating focus groups with a variety of different stakeholder groups (business, residents,tourists,local leaders,and more)and preparing strategy and media recommendations that captured the essence of the unique location.With insights in hand,our creative team developed a campaign called “Opposite of Ordinary”that will be showcased throughout the area and well beyond,clearly communicating what DTLB has to offer while also inspiring curiosity to discover more on your own.Our campaign included the following steps: ●Visual Identity/Branding Design -Evolving the organization’s existing brand into something more closely aligned with the updated creative campaign. ●Focus Group Facilitation and Reporting -Commune met with a number of stakeholders to facilitate and report on findings,ultimately packaging into a report that’s useful for this campaign and well beyond. ●Brand Strategy Development -Commune developed a DTLB strategy that outlined the region’s unique position in the market to clearly define the path to ensuring any media and creative decisions were wholly unique and representative of DTLB. ●Media Planning and Reporting -Commune developed a clear media plan based on data analysis to understand what tools to deploy to ensure our media planning was effective and efficient locally,regionally,and nationally. ●Creative Campaign Development &Production -Commune developed a creative campaign including copywriting,design,social media,and website updates that were consistent and breakthrough no matter the channel. Visit Arroyo Grande RFP Response 23Page 156 of 211 Visit Arroyo Grande Case Study:AIDS Walk Los Angeles APLA Health and Wellness,an organization that conducts AIDS Walk Los Angeles,has relied on Commune Communication since 2018.After winning the right to work with them through a competitive bid exercise,we helped the organization better articulate its mission and understand how to appeal to specific audiences they were struggling to reach. Although AIDS Walk has been happening for the last 40 years,the COVID-19 pandemic presented various challenges for the organizers.In 2020 and 2021,AIDS Walk was forced to shift to digital mode due to stringent lockdowns and other protocols,and the 2022 event saw minimal attendance due to non-promotion,given the continuation of the health crisis.The event was losing momentum and attendance,and organizers struggled to meet their fundraising targets.To tackle the situation Commune was tasked specifically with increasing attendance and meeting fundraising goals for AIDS Walk 2023. Apart from the challenges posed by the pandemic,we also had to overcome other communication and logistical challenges.This includes convincing people to prioritize AIDS Walk over other events in LA,the stigma surrounding HIV/AIDS,logistical issues like traffic congestion,budget constraints and less workforce for outreach programs, Visit Arroyo Grande RFP Response 24Page 157 of 211 Visit Arroyo Grande unpredictable weather conditions,and changing demographics.To overcome the challenges and meet the project goals,we developed a dedicated plan which included the following steps: ●Memorable and Award-Winning Campaign:We created a disruptive, breakthrough creative campaign to capture our audience's attention by capitalizing on a shared inside joke among Los Angeles residents.“Don’t Flake LA” poked fun at Angeleno’s habit of skipping out on plans and served as a call-to-action to get involved and turn out to support AIDS Walk.We designed an engaging and memorable marketing campaign and event activation that resulted in record media exposure,turnout,and donations ●Targeted Marketing and Outreach:Tailored marketing efforts to specific demographics and communities within Los Angeles,including LGBTQ+ organizations,healthcare providers,universities,and local businesses to help increase awareness and participation. ●Social Media and Digital Platforms:We utilized social media platforms,email newsletters,and online advertising to reach a wider audience and engage potential participants. ●Community Partnerships:We collaborated with local organizations,businesses, and influencers to promote the event and expand its reach within the community. This included creating campaign-specific materials for large-scale organizations including Delta,Target,Starbucks,and others. ●Offering Incentives and Perks:We provided incentives such as early registration discounts,VIP access,and exclusive merchandise to attract more participation. ●Educational Campaigns:We conducted multiple campaigns to raise awareness about HIV/AIDS,reduce stigma,and emphasize the importance of supporting the cause in order to dispel misconceptions and encourage participation. ●Streamlining Logistics:We provided clear information about event logistics, transportation options,and parking arrangements to make it easier for participants to plan their attendance. Results: As a result of our meticulous planning and breakthrough creative,Commune exceeded all expectations.We broke a record in fundraising,which crossed 1.3 million dollars in total.Compared to the 2022 AIDS Walk,we brought about a 1328%increase in social media reach and a 526%increase in website visits.As a testament to our sustained efforts,Commune secured an AAF Silver advertising award for the 2023 AIDS Walk campaign. Visit Arroyo Grande RFP Response 25Page 158 of 211 Visit Arroyo Grande Case Study:Long Beach Transit Commune has been working on various projects for Long Beach Transit since 2017. Michael Gold,executive director/vice president of customer relations,signed a contract with us in 2017 to reverse a decade-plus trend of decreased ridership through media strategy,planning,and creative services. For nearly a decade prior to the COVID-19 pandemic,LBT saw its ridership decline in line with public transit trends across the nation.The rise of other transportation options (rideshare,e-scooters)and a nationwide perception issue caused public transit ridership to decline broadly year over year.LBT was no different.Commune began seeing some positive results in 2019,but the COVID-19 pandemic demanded an immediate shift from ridership messaging and media to general brand building.Due to the health situation, LBT wasn’t allowed to publicly promote bus ridership again until 2022. Visit Arroyo Grande RFP Response 26Page 159 of 211 Visit Arroyo Grande In spring 2022,LBT asked Commune to develop a campaign to inspire ridership utilizing services including brand strategy,media strategy,media planning,creative services (copywriting,design,photography,videography),and website design and development. LBT needed to increase ridership but with a limited marketing budget.This meant we had to generate more efficiency from our media spend.Additionally,LBT did not have robust in-house tracking and reporting services,meaning we also had to develop ways to correlate advertising activities with positive results (increased revenue and ridership). Finally,we were tasked with overcoming the cultural challenge of the market;Southern California at large,and especially Los Angeles County,is heavily focused on car culture as a means of transport.Bus ridership is often perceived as something for “the other” who aren’t fortunate enough to be able to have their own car or other transportation options.Breaking through this cultural reality required thoughtful strategy,targeting,and messaging.To overcome these challenges,Commune utilized the following tactics: Collaboration with LBT to Define Goals and Target Audiences: ●Identified target audiences based on demographics,interests,behavior,and other relevant factors. ●Researched and selected digital advertising channels. ●Conduct research to identify platforms and plan the media buy (e.g.,Google Ads, DV360,YouTube Pre-rolls,Facebook,Instagram,LinkedIn,OOH,experiential, social media)most suitable for reaching said target audiences and achieving stated goals. ●Commune considered factors such as audience demographics,platform popularity,ad formats available,and budget requirements. Build Media Plan,Budgets,and Timeline: ●Determined how much LBT was willing to spend on the ridership campaign annually. ●Allocated budgets across selected channels and ad formats based on their effectiveness and relevance. ●Established a timeline for LBT’s campaign,including start and end dates,key milestones,and deadlines. Developed Compelling Creative for the Campaigns: ●Created engaging ads and media that resonated with our target audiences and effectively communicated our message and calls to action (CTAs). ●Tailored content and ad format for each specific platform to maximize effectiveness. ●Collected,produced,and incorporated multimedia elements such as animations, video,and interactive features to increase engagement. Design Landing Pages and Conversion Paths: ●Developed dedicated landing pages optimized for conversion that align with the messaging and CTAs. ●Ensured that landing pages provided a seamless user experience and made it easy for ridership to take the desired action. Visit Arroyo Grande RFP Response 27Page 160 of 211 Visit Arroyo Grande Set up Tracking and Analytics: ●Implemented tracking tools such as Google Analytics and Facebook Pixel to monitor the campaign's performance. ●Defined key performance indicators (KPIs)that align with campaign objectives, such as click-through rate (CTR),conversion rate,return on ad spend (ROAS),and cost per acquisition (CPA). Launched and Monitored the Campaign: ●Set up ads within the chosen digital advertising platforms,specifying targeting criteria,budget,bidding strategy,and other relevant settings. ●Monitored the performance of the creative in real-time and adjusted as needed to optimize effectiveness. ●Tested different ad creatives,audience segments,and messaging variations to identify what resonated best with our target audiences. Evaluated our Results and Refined our Strategy: ●Commune then analyzed the performance data collected during the ridership campaign to assess its effectiveness against goals and KPIs. ●We identified areas for improvement and optimization,such as adjusting targeting parameters,refining ad messaging,or reallocating the budget to top-performing channels. ●Used insights gained from the campaign to inform future advertising strategies and campaigns. Results: Commune’s strategies and tactics were responsible for the first increases in bus ridership for Long Beach Transit in over a decade,including a 15%increase in ridership and a 6% increase in revenues in the financial year 2023/2024.We witnessed a dramatic increase in impressions and reach alongside a significantly reduced CPM for all ads served.With the update to a CPM KPI in January,CPM dropped from $11 in October 2023 to $3 in January 2024,allowing us to build more exposure for every dollar.Additionally, Commune has become a reliable partner for LBT,and we have been included in the following processes: ●Consultation on departmental hires,including the staff interview process. ●Developing experiential installations for use at trade shows. ●Redesigning the LBT website and trip-planner technology. Visit Arroyo Grande RFP Response 28Page 161 of 211 Visit Arroyo Grande Visit Arroyo Grande RFP Response 29Page 162 of 211 Visit Arroyo Grande Visit Arroyo Grande RFP Response 30Page 163 of 211 Visit Arroyo Grande Case Study:Sports Basement: After establishing itself as a successful and well-known Northern California outdoor retail brand with an 11 year history,Sports Basement came to Commune to launch its first ever location in Southern California in 2022. Commune was asked to effectively introduce Sports Basement to Orange County and surrounding area residents through a personality driven,first-touch acquisition creative campaign.The campaign featured highly engaging content and effective media placements to introduce the brand to the region and gain measurable opt-ins,including targeted website click-throughs and in-store visits (campaign success with advertising and media spend to focus on website clicks and email subscribers as primary ROI). At the outset of the project,Commune faced multiple challenges including: ●Hyper-local preferences and trends: Understanding the preferences and trends of Southern California consumers was important for tailoring marketing and in-store programming efforts that resonated with our local audiences.What worked in NorCal for 10 years may not apply here. Vigorous market research and gathering feedback from local consumers was required to help key brand stakeholders (CEO,directors,VP’s)better understand the needs and preferences of our local market. ●Concept of the store was unclear -what the heck is a Sports Basement? Establishing brand awareness and attracting customers to not just a new store but a new brand can be challenging,as there are established competitors in Southern California such as REI,Modell’s,and Dick’s.Effective marketing and launch strategies were essential to overcome this challenge. ●Commune had to rely on the customer experience delivered by a newly recruited team to ensure our own success. Providing a positive and memorable customer experience is crucial for building loyalty and attracting repeat business for a brand that was brand new to this region.Issues such as poor customer service,long wait times,or inventory shortages were out of our control. ●Working with a client that had never used an outside advertising or creative agency in their 12 year history. Commune had to earn trust to represent their brand effectively,overcoming some past scepticism of outside consultants or groups. To overcome the challenges and to meet the contract objectives,Commune developed a meticulous plan comprising the following steps: Worked collaboratively with Sports Basement to define goals and target audiences: ●Identified target audiences based on demographics,interests,behavior,and other relevant factors. ●Researched and selected digital advertising channels. ●Conducted research to identify digital and Out of Home (OOH)platforms and plan the media buy (e.g.Wild Postings,Google Ads,DV360,Youtube Pre-rolls, Facebook,Instagram,LinkedIn)were most suitable for reaching said target audiences and achieving stated goals. ●Commune considered factors such as audience demographics,platform popularity,ad formats available,and budget requirements. Visit Arroyo Grande RFP Response 31Page 164 of 211 Visit Arroyo Grande Build media plan,budgets and timeline: ●Determined how much Sports Basement was willing to spend on both digital advertising campaigns. ●Allocated budgets across selected channels and ad formats based on their effectiveness and relevance. ●Established a timeline for Sports Basement’s store opening campaign including start and end dates,as well as key milestones and deadlines. Developed compelling creative for the campaigns: ●Created engaging ads and media that resonated with our target audiences and effectively communicated our message and calls to action (CTAs). ●Tailored content to each specific platform and ad format to maximize effectiveness. ●Collected,produced,and incorporated multimedia elements such as animations, video,and interactive features to increase engagement. Design landing pages and conversion paths: ●Developed dedicated landing pages optimised for conversion that aligned with the messaging and CTAs. ●Ensured that landing pages provided a seamless user experience and made it easy for both qualified drivers and ridership to take the desired action:Joining the Basementeer program,attending a programmed event at the new location, and/or making a retail purchase. Set up tracking and analytics: ●Implemented tracking tools such as E-com Google Analytics and Facebook Pixels to monitor the performance of the campaign. ●Defined key performance indicators (KPIs)that align with the campaign objectives,such as click-through rate (CTR),conversion rate,return on ad spend (ROAS),and cost per acquisition (CPA). Launched and monitored the campaign: ●Set up ads within digital advertising platforms,specifying targeting criteria, budget,bidding strategy,and other relevant settings. ●Deployed the OOH concepts to media buy locations near the new store geography. ●Monitored the performance of the creative in real time and made adjustments as needed to optimise effectiveness. ●Tested different ad creatives,audience segments,and messaging variations to identify what resonated best with our target audiences. Evaluated our results and refined our strategy: ●Commune then analysed the performance data collected during the campaign to assess its effectiveness against our goals and KPIs. ●Identified areas for improvement and optimization,such as adjusting targeting parameters,refining ad messaging,or reallocating budget to top-performing channels. ●Used insights gained from the campaign to inform future digital advertising strategies and campaigns. Results: ●89,000,000 impressions delivered in Southern California targeted geography. ●73,600 digital clicks on paid ads by Commune for this campaign. ●643 online transactions tracked from digital ads for a value of $80,566.30 ●1,810,443 video views for assets created by Commune. Visit Arroyo Grande RFP Response 32Page 165 of 211 Visit Arroyo Grande ●1,659,904 video views of our creative in the target markets. ●3X ROI +2.9%conversion rate overall. Visit Arroyo Grande RFP Response 33Page 166 of 211 Visit Arroyo Grande 05 -Rates,Fees and Budget Control If Commune is given a budget,Commune stays on budget.If Commune is given a deadline,Commune meets that deadline.It’s the foundation of our shop and we’re sure our references would agree.Meeting budget and schedule requirements is also the basis of a trusted partnership.Our partners must know what is going on at all times and that means complete transparency.Before Commune,we came from agencies where time spent and hours billed were often a closely held secret and we wanted to dedicate our operation to full transparency in order to eliminate cliche agency overages.Our quality control and budget control measures include: ●An always-on project manager -Your project manager’s job is to ensure quality control.They will be responsible for managing internal and external timelines and budgets as well as reporting as regularly as needed,including weekly check-ins with specific quality control line items.We also value time spent between the project manager and client team and we look forward to our trips up the Coast to meet with the project team (and maybe even work on site whenever possible!). ●Project timelines -As part of our recurring check-ins,these meetings come with a detailed agenda that clearly outlines projects and their current status with next steps and deadlines.Additionally,Visit Arroyo Grande will have access to a live production timeline document,showcasing where we are in the process and what is required to advance a project to the next phase. ●Time management reports and budget check ins -Commune prepares detailed monthly accounting of all activities and time spent that will be sent with our monthly invoice.Additionally,we prepare quarterly and annual budget reviews to understand where we are,but also to allocate time and forecast for new ideas and opportunities. ●Savings and cost approach -Commune has a documented history of providing cost effective,quality solutions for a host of diverse clients across the nation.Commune starts each project by ensuring that the scope of work requested is understood and the right personnel with the right mix of competencies and skills have been selected to provide the services and products required.By selecting the proper personnel at project start and continuing to provide the appropriate resources throughout the project life cycle,Commune avoids a number of potential cost issues by ensuring several personnel actions are completed in preparation for the tasks.These actions may include the following activities: ○Rigorous selection of personnel:At Commune,the project initiation phase involves selection of staff with the requisite skill set,directly influencing the efficiency and quality of task execution.Our deliberation in staff allocation minimizes downtime,reduces the need for rework,and ensures adherence to quality standards,fostering significant savings over the project lifecycle. ○Adherence to standardized processes:Our commitment to standardized project management practices ensures that we deliver optimal marketing solutions on the first attempt,reducing costs and enhancing value as the project advances.Commune's project managers follow a suite of established protocols,ensuring that all project activities are executed efficiently and effectively. ○Strategic task management:We employ a strategic approach to task allocation and monitoring,ensuring that the right mix of skills is deployed to meet project demands.This strategy not only maximizes the use of our team's capabilities on complex assignments but also streamlines project execution,yielding cost savings and enhancing project output. Visit Arroyo Grande RFP Response 34Page 167 of 211 Visit Arroyo Grande In submitting this proposal,Commune aligns with all RFP stipulations,highlighting our eagerness to deliver exceptional service and specialized expertise.Our strategy—focusing on selecting highly qualified personnel,standardizing procedures, optimizing task management,and ensuring workforce stability—demonstrates our commitment to providing cost-effective,high-quality solutions tailored to meet Visit Arroyo Grande’s needs. Hourly Rates for Proposed Team Members: The following table outlines Year 1 proposed rates.All future years to be negotiated or outlined in line with contract demands and based on factors including inflation. Fixed Cost Proposal: Commune agrees to all costs within this proposal as fixed.$225,000 (including paid media)is established as a “not to exceed”figure and all projects and costs will be estimated with this in mind.As stated in the RFP,the final terms and scope of the agreement and contract will be determined between Commune and the client upon award to ensure the most accurate,cost effective and strategic recommendations possible within the agreed upon fixed cost. Reimbursable Expenses and Overhead Visit Arroyo Grande RFP Response 35 Strategy Services FULLY BURDENED RATES -P/H EVP,Strategy $150 Media Services P/H EVP,Media Planning and Reporting $150 Account Services P/H Project Manager $150 Creative Development Services P/H Creative Director $150 Graphic Designer $125 Copywriter $125 Spanish Copywriter $100 Photography &Video Services $150 (includes equipment &insurance cover) Social Media Manager $150 Digital Services P/H Director of Interactive /Web Developer $150 Type of Expense Quantity Budget Amount Photocopying/Printing Exact Amount TBD Client assumes cost Postage Exact Amount TBD Client assumes cost Travel/Mileage Exact Amount TBD 0.67 (2024 IRS rate) Page 168 of 211 Visit Arroyo Grande 06-Proposed Project Schedule 05 -Rates,Fees and Budget Control Implementation Plan for Visit Arroyo Grande Marketing Program Actual final timings to be finalized and approved with client upon contract award Task Objective Activities Timeline Project Kickoff Establish Project Framework Task Owner -Project Manager Conduct a kickoff meeting with the Visit Arroyo Grande project team to clarify objectives,timelines,and communication protocols. Week 1 Discovery Uncover Consumer and Competitive Insights Task Owner -Strategy Team ●Perform a deep dive into competitive market position,consumer insights,and visitation data. ●Hold virtual and in person Discovery Sessions with varied stakeholder groups (residents,visitors, business owners,clients). Weeks 2-4 Comms Planning Outline channels and messages Task Owner -Strategy Team Define consumer challenge,communications tasks, content approach,channel strategy,success metrics Weeks 5-8 Media Planning Build Targeted Media Plan Task Owner -Media Team In tandem with the strategy team,using consumer insights and visitation data,we’ll design a custom cross-platform plan incorporating key media tactics by location and audience segment.Plan is designed as a monthly structure (consideration of peak and off-seasons),by key markets (Especially LA,SF,SLO County),audience segments,and adaptive media mix. Weeks 5-12 Creative Brief Summarize findings and direction into concise and inspirational brief. Task Owner -Strategy Team ●Outline communications objectives,a key consumer insight,and a creative strategy that addresses the core consumer challenge ●Outline clear deliverables and timing Weeks 13-15 Creative Development Writing,Design, Capture,and Development of all required campaign assets. Task Owner -Creative Team Commune team gets to work putting pen to paper on all of the creative requirements outlined in the planning phase.Each will be tailored to maximize the effectiveness of the channel and designed to effectively speak to and inspire specific target audience segments. Weeks 15 - 25 Campaign Launch Assets go live Task Owner -Full Team Launch of all assets,appropriately targeted and flighted to meet campaign objectives. TBD Reporting and Optimization Task Owner -Media Team Complete media reports including metrics,insights,and recommended monthly optimizations are provided for committee meetings.For digital media monitoring reports,we have a Client Dashboard for 24 hour updates for on-going performance metrics and analysis. TBD Visit Arroyo Grande RFP Response 36Page 169 of 211 Visit Arroyo Grande 07-Appendix:Resumés of all Personnel Key Personnel resumes are provided in the sections below.Please note that some positions contain multiple personnel: Position -Project Manager Jenn Skelaney Account Manager of Commune Communication Jenn has demonstrated her organizing and project management expertise for a variety of City efforts including Economic Blueprint 2.0,State of the City 2024,Measure A planning and website design,Elevate 28 website design and development and more. Additionally,she currently runs account management efforts for Long Beach Transit,the Arts Council for Long Beach,APLA Health,and AIDS Walk Los Angeles.Jenn will be the lead account manager to ensure there is a central point of contact between the agency and project team while maintaining clear communication and effective tracking of all project deliverables and deadlines.Jenn has been with Commune for 3 years &will focus on keeping the deliverables on time and within scope. Experience Commune Communication Account Manager,2020-Present Long Beach,CA Clients Include:Long Beach Transit,AIDS Project Los Angeles,GMV Transit,Sport Kilt, Arts Council of Long Beach,City of Long Beach,CSULB,AIDS Walk Los Angeles, Keesal,Young &Logan Smog City Brewing Co. Taproom Manager,2016-2020 Torrance,CA Public School 310 Corporate Trainer,2013-2016 Culver City,CA Education B.S.Sociology (2010)Florida State University,Tallahassee,Fl Position -Executive Oversight Ryan La Rosa Co-Founder and Chief Operating Officer of Commune Communication Ryan is a Long Beach native who founded Commune alongside James Whale in 2016, after a successful advertising career in New York City as a brand strategist.Ryan has led nearly all strategy efforts for Commune since its founding,including successfully working with nearly every BID in Long Beach to uncover their unique selling point,many Council candidates and our current Mayor,Rex Richardson.Ryan will take a high-level role on this account ensuring all project management matters run smoothly while collaborating Visit Arroyo Grande RFP Response 37Page 170 of 211 Visit Arroyo Grande closely with all team members and client stakeholders to guarantee a great result. Experience Commune Communication Co-Founder,COO,2015 -Present Long Beach,CA Clients Include:Long Beach Transit,City of Long Beach,CSULB,APLA Health & Wellness,AIDS Walk Los Angeles,Friends of the Los Angeles River,Courtyard Marriott, Downtown Long Beach Alliance,Keesal,Young &Logan,Long Beach Museum of Art, Sport Kilt,The Guidance Center,Mental Health America,Long Beach City Clerk,Mayor rex Richardson,Fourth Street Retro Row,Bixby Knolls Business Improvement Association,Algalita Marine Research,First District Long Beach,State Senator Lena Gonzalez. 360i Strategy Director,2011 -2015 New York,NY Clients Include:Toyota,Odwalla,Checkers/Rally’s,New Orleans Tourism Commision. Hill &Knowlton Strategic Planning &Creative Director,2010 -2012 New York,NY Clients Include:Dos Equis,Adidas,PGA Tour,North Face,Campbell’s,Target. Euro RSCG Account Supervisor,2009 -2010 New York,NY Clients Include:Sears,KMart. Park&Co Word of Mouth Marketing Manager,2006 -2009 Phoenix,AZ Clients Include:Goodwill,Phoenix Sky Harbor Airport. Moses Account Manager,2005 -2006 Phoenix,AZ Clients include:World Wildlife Fund,TASER Axon Education B.A.Walter Cronkite School of Journalism (2006)Arizona State University,Tempe,AZ James Whale Co-Founder and CEO of Commune Communication James founded Commune alongside Ryan La Rosa in 2016,after a successful advertising career in New York City as a creative director.James has led nearly all creative efforts for Commune since its founding,including being responsible for the design systems of countless BID,City,and City representatives.James has also led development of creative production and event day management for the current Mayor’s State of the City and Grow Long Beach addresses and supporting communication.James will perform a high-level role on this project,ensuring an effective and breakthrough delivery of all creative assets. He will also manage all video and photography efforts alongside our in-house production capabilities. Visit Arroyo Grande RFP Response 38Page 171 of 211 Visit Arroyo Grande Experience Commune Communication Co Founder &Creative Director,2015 –Present Long Beach,CA Clients Include:Long Beach Transit,Friends of the Los Angeles River,Courtyard Marriott, Downtown Long Beach Alliance,Keesal,Young &Logan,Long Beach Museum of Art, Sport Kilt,The Guidance Center,Mental Health America,Long Beach City Clerk,Mayor Robert Garcia,Fourth Street Retro Row,Bixby Knolls Business Improvement Association,Algalita Marine Research,First District Long Beach,Councilwoman Lena Gonzalez.APLA Health,Gateway for Cancer Research,LiveMetta,The Moore Institute, Aids Walk Los Angeles Manifesto Design NY Creative Director &Principal,2009 –2015 Brooklyn New York Clients Include:FEED /Lauren Bush,Robin Hood Foundation,Blue Ridge Foundation, Lexus,Blue Engine,PGA,Bonobos,Monica +Andy,Manicube. Kings &Queens Associate Creative Director,2007 –2008 Berlin,Germany de-Studio Associate Art Director,2006 –2007 Abu Dhabi,UAE Flip Media Group Account Director -Digital,2006 Dubai,UAE DNA Design Account Director -Digital,2005 -2006 Auckland,NZ Education B.A.Communication (2005)Victoria University,Wellington,NZ Richardson Reigart EVP,Brand Strategy Director at Commune Communication Richardson Reigart is responsible for all brand and communications strategy and planning.Richardson has extensive experience managing brand strategy,connections planning,creative development,and media strategy for major global brands,including Mazda,Toyota,T-Mobile,and FOX Broadcasting Network. Experience Commune Communication EVP,Strategy,2023 -present Long Beach,CA Lead brand and communications strategy for EV startup,Electra Meccanica,including the establishment of the company’s first ever brand strategy,along with all GTM Visit Arroyo Grande RFP Response 39Page 172 of 211 Visit Arroyo Grande planning,social strategy,and creative strategy for their flagship SOLO vehicle Garage Team Mazda SVP,Group Brand Strategy Director,2022 –2023 Costa Mesa,CA Lead brand strategy,integrated communications planning,and creative strategy for all Mazda North America marketing efforts.Established the positioning and launch strategy for CX-90,the brand’s first entry into the luxury SUV market,as well as the creative strategy for the re-launch of the CX-50 outdoor adventure vehicle. Publicis Media /Blue449,Spark Foundry SVP,Strategy,2018 -2019 Seattle,WA Led integrated media strategy for T-Mobile account,including communications planning,investment strategy,and activation of all above-the-line channels, representing over $700MM in total media billings.Day-to-day management and resourcing for a large team of over 50 media strategists. 360i VP,Strategy Director,2012-2018 New York,NY and Los Angeles,CA Led the 360i strategy team in Los Angeles overseeing brand strategy,communications planning,and activation strategy for FOX Broadcasting Corporation,FOX Sports,Kashi, and 7-ELEVEN Digital Marketing.Led integrated communications strategy for several of FOX’s most successful recent show launches,including “The Mick”#kidsaredicks campaign and “The Orville”cryogenic-inspired “Future in The Future”activation. Strategy Director Developed the “Seize &Ignite”culture-hacking content strategy that led to Oreo’s award-winning “Blackout Tweet”during the 2013 Super Bowl.Led communications planning,brand positioning,and content strategy for Toyota North America,including breakthrough CSR initiatives like Meals per Hour,the Toyota Effect,and The Toyota Mobility Foundation. HUGE Senior Digital Planner,2012 -2012 Brooklyn,NY Led digital account planning for Pepsi,identifying core insights,driving strategic direction,briefing creative teams,and providing brand stewardship for projects ranging from Pepsi Sound Off,the Pepsi Refresh Project,and the Pepsi Deals Facebook tab Worked with Founder Garrett Camp and senior management of StumbleUpon to develop a new brand strategy for the digital service,developing a brand bible,and new brand identity PHD Digital Strategy Director,2007 -2011 New York,NY Directed all digital marketing efforts for Elizabeth Arden,including custom content development,social media strategy,and media planning/buying for celebrity fragrances from Mariah Carey,Britney Spears,as well as a range of flagship skincare products.Led digital marketing strategy for Travel Channel,guiding a new brand positioning,segmentation approach,and socially-driven strategy for fan engagement, resulting in year-over-year ratings growth and the highest rated premiere in the Visit Arroyo Grande RFP Response 40Page 173 of 211 Visit Arroyo Grande network’s history for “Man v Food”. MVBMS /FUEL North America /EuroRSCG 4D Interactive Media Director /Director of Strategic Development,2000-2005 New York,NY Supervised all interactive marketing for MCI business markets globally in US,Europe, and APAC,growing the business from a $300k to a $12 million dollar account during tenure. Education B.A.Communication (2005)Victoria University,Wellington,NZ Cindy Nguyen EVP,Media Planning Director at Commune Communication Cindy Nguyen is an EVP,media planning director with a track record of executing full-funnel advertising strategies and innovative multi-channel campaigns for diverse marketing objectives,from branding and acquisition to retail experiences.With roles ranging from freelance consultant to associate media director at various reputable agencies,Cindy has demonstrated her ability to leverage strong negotiation skills and manage complex budgets across digital,social,mobile,print,and out-of-home campaigns,underlining her comprehensive expertise in media strategy and planning. Experience FREELANCE CONSULTANT •Provide full-funnel advertising strategies and campaigns for various marketing objectives –branding,acquisition (pre-orders)and experience/retail. •Execute innovative and effective multi-channel campaigns in digital,social,mobile, print and out-of-home with set goals and KPIs. •Utilize strong negotiation skills to secure favorable media contracts while managing budgets to stay on track of goals and objectives. XD Agency –Media Strategist 06/2019 –Present •New Business,Porsche (Atlanta),onePULSE,RingCentral RPA –Associate Media Director 01/2022 –02/2023 •SoCal Edison Horizon Media -Associate Media Director 06/2021 –03/2022 •Constellation Group,Little Caesars FORME Life –Director of Media 05/2019 –12/2020 •Smart home gym system for fitness and strength workouts Health-Ade Kombucha –Director of Advertising 05/2017 –04/2019 •Responsible for launching the first ever national advertising campaign (digital,social, OOH). •Developed test-and-learn scenarios to continue to innovate and meet goals and Visit Arroyo Grande RFP Response 41Page 174 of 211 Visit Arroyo Grande media performance. AVP Pro Beach Volleyball Tour –Director of Media 04/2016 –04/2018 •Planned and purchased digital and traditional advertising for eight tour stops nationwide. •Worked directly with the CEO and stakeholders on all marketing/advertising decisions. •Created benchmarks for each market and surpassed them while implementing measurement plans. RPA |Freelance Consultant 03/2016 –5/2016 Client:La-Z-Boy,New Business •Worked directly with team leads on all aspects of media strategies and planning. Nucleus Worldwide |VP/Group Media Director |Full Time 05/2012 –12/2015 Clients:AVP,Barefoot Wines,Ole Smoky Moonshine,Suzuki Automotive,3-Day Blinds •Responsible for all agency media accounts and developed integrated media strategies and plans. •Worked with multiple agencies,planners and account managers to meet client objectives. •Led and built the media department from the ground up. Mendelsohn Zien |Group Media Director 03/2011 –05/2012 Clients:Qantas Airways,Famer John,ABC7,Oilily Shop •Agency lead on strategies,planning and buying for all clients. Education BA,Psychology UC,Irvine Position -Copywriter Briton Saxton Senior Copywriter Briton is a CSULB grad who currently runs copywriting and creative responsibilities for the Downtown Long Beach Alliance,the City of Long Beach Homeless Campaign,City of Long Beach Climate Action Plan,and others.Additionally,Briton produces all copywriting and creative concepting for Long Beach Transit.Briton will be the lead copywriter on this project and an integral part of the creative team who is solving for how the Brochure and Marketplace Profiles come to life. Experience Senior Copywriter |Western Glove Works (Silver Jeans Co.&Jag Jeans)Irvine, CA—September 2022 to October 2023 Evolve the voice for two unique brands under the same parent company.Responsible for strategy and execution of seasonal B2C and B2B marketing.Craft copy that blends content and commerce across brand channels—web,email,social,retail,and more—striking a balance to gain brand affinity and sell products. Visit Arroyo Grande RFP Response 42Page 175 of 211 Visit Arroyo Grande Senior Copywriter |prAna |Carlsbad,CA—April 2019 to September 2022 Produced a four-part video series inspiring and educating customers on Fair Trade. Revamped the brand blog to be SEO-rich and customer-centric.Increased partnership opportunities with brands that had joined prAna's Responsible Packaging Movement. Managed all freelance copywriters.Responsible for communicating with audience through email,web,catalog,digital,and more. Copywriter |Greenhaus |San Diego,CA—August 2016 to April 2019 Lead writer for over nine unique clients.Managed the agency blog for consistency, tone,and SEO value.Developed the company's new-hire on-boarding process. Managed all copywriting interns.Led a cross-functional team to implement a new agency-wide project-management process. Global Account Executive |MeringCarson |San Diego,CA—October 2015 to August 2016 Used competitive analysis and knowledge of my client’s needs,strengths,and audience to guide campaigns in China,Brazil,and Mexico.Led my team through kickoff meetings and strategy sessions.Managed the relationship between agency and client. Kept projects on track to hit internal and external deadlines. Film Commissioner |Visit Huntington Beach |Huntington Beach,CA—January 2010 to October 2015 Increased filming by 38%within the first 18 months.Founded the Huntington Beach Film Commission by crafting and executing on a robust business plan.Provided regular updates to the company board of directors and city officials.Positioned the city as a welcoming place to bring film productions. General Manager |22 West Media |Long Beach,CA—October 2008 to December 2009 Oversaw radio station staff and volunteers,training them in the procedures and standards required for live audio.Helped launch the process of becoming an HD radio station.Worked with new DJs to create content strategies for their show. Education BA in Film &Electronic Arts,California State University,Long Beach Victor Heredia Freelance Spanish Copywriter,of Commune Communication Victor is a bilingual copywriter and marketing translator who’s collaborated with Commune for over two years.He’ll write and translate copy that is culturally relevant to the hispanic community. Experience Commune Communication Freelance Spanish Copywriter,2021 –Present Long Beach,CA Clients Include:Long Beach Transit Barrows Global Freelance Spanish Copywriter,2022 –Present New York,NY Clients Include:Michelob ULTRA,BEES,Airborne Visit Arroyo Grande RFP Response 43Page 176 of 211 Visit Arroyo Grande GA Creative Freelance Spanish Copywriter,2023 –Present Bellevue,WA Clients Include:Department of Revenue Washington State Entidad Freelance Bilingual Copywriter,2021 –Present Los Angeles,CA Clients Include:United Farm Workers Foundation Position -Graphic Designers Manali Anare Senior Graphic Designer of Commune Communication Manali Anare is a seasoned Senior Graphic Designer with extensive experience in brand and packaging design,having led projects for multinational clients and significantly contributed to their market research and branding strategies,complemented by a Master of Fine Arts in Graphic Design from Otis College of Art &Design. Experience Encept Brand Design |Senior Graphic Designer Aug 2020 —May 2022 -Lead designer on product lines for multinational clients like Britannia,Olam International,Zydus Wellness,IFFCO,and Glenmark.I drove packaging and brand identity design efforts from conception to rollout. -Conducted consumer research studies in international markets such as Australia, UAE,and African nations;and in the process,helped Encept establish a stronger presence in those markets. -Helped improve liaison processes between account management and design teams,speeding up the iteration time for our clients by 15%. Bizongo|Senior Graphic Designer 2019 —2020 -Revamped the packaging for global pharmaceutical giant Abbott Healthcare, designing 57 private labels and delivering around 2100 SKUs over a period of 8 months. -Facilitated client facing communications,helping consistently attain over 75% CSAT over a period of three quarters. -Organized design meetups and workshops sponsored by Bizongo,featuring renowned industry speakers.Conducted presentations on subjects including Pantone Color Systems and print finishes. Foley Designs |Graphic Designer 2015 —2019 -Designed and developed complete visual systems for 15+brands;creating logos, stationary,marketing materials and collateral such as social media templates, mailers,navigation markers,etc. -Produced solution-driven packaging and graphics catering to different specialties ranging from apparel,space and interiors,surface decals,print and web. -Led the packaging graphic revamp for Himalaya’s Baby Care range which hit a widely successful global launch across 27 countries. -Collaborated with fashion and product designers from an apparel brand for MotoGP’s entry into the Indian market,leading the graphic design for the Visit Arroyo Grande RFP Response 44Page 177 of 211 Visit Arroyo Grande complete range. -Built the brand language for Titan Industries for their corporate brand collateral and communications Education Master of Fine Arts-Graphic Design (2022 —2023)Otis College Of Art &Design Aaray Amano Graphic Designer of Commune Communication Aaray has been with Commune since his senior year of college.Since graduating in 2022, Aaray has introduced new perspectives on client branding,helped lead creative solutions,and increased output of rich media advertising. Experience Commune Communication Graphic Designer,2022-Present Long Beach,CA Clients Include:AIDS Walk LA,Long Beach Transit,Laurie’s Pie Bar,Sport Kilt,City of Long Beach,Sports Basement. Education B.F.A.Graphic Design (2022)CSU Long Beach,Long Beach,CA Vern Moen Director,Videographer and Content Producer Vern is an award winning,documentary filmmaker and producer specializing in high-end adventure,music,and environmental films.Wearer of many hats.Vern is a versatile director &content specialist with an expertise in crafting and managing creative and engaging,on-trend media.Vern has been with Commune since 202 and is responsible for the planning,execution,and editing of content that has led to proven client outcomes and industry award recognition. Experience Commune Communication Videographer and Content Producer,2021-Present Long Beach,CA Clients Include:AIDS Walk LA,Long Beach Transit,City of Long Beach,Sports Basement. Long Beach Film Co. 2015-Present Founder,Director and Producer Clients and credits below: DOCUMENTARY FILMS/SERIES "The Shaman of Oaxaca"-Director I Cinematographer I Editor I Producer "The Chess Players of New York"-Director I Cinematographer I Editor I Producer "The Haenyeo of Jeju"-Director I Cinematographer I Editor I Producer Visit Arroyo Grande RFP Response 45Page 178 of 211 Visit Arroyo Grande "Becoming Led Zeppelin"-Cinematographer "The Great Excuse"-Director I Cinematographer I Editor I Producer "MemoryWell"(Not Impossible Awards)Director I Cinematographer I Editor I Producer "Wallows:Live from Henson Studios"-Director I Cinematographer I Producer "A Shepherd"-Director I Producer "American Epic"-Cinematographer "The Kills:Under The Gun"-Director I Cinematographer I Editor "Broken Bells:Live at the Orpheum"-Director I Producer I Editor "Rag &Bone:Fall 2014"-Director/Cinematographer/Editor "The Material Of The Future"-Director I Cinematographer I Producer "Plastiki and The Material of the Future"-Director I Cinematographer I Producer "Foo Fighters:Garage Tour''-Director I Cinematographer I Editor "Off Main St."(Thundercat,Glass Animals,Midlake)-Director I Cinematographer I Editor "From The Basement:Radiohead -King Of Limbs"-Director I Editor MUSIC ROBERT PLANT+ALISON KRAUSS -"Trouble With My Lover"(Jimmy Kimmel)ROBERT PLANT+ALISON KRAUSS -"Can't Let Go"(Live from Sound Emporium Studios) ROBERT PLANT+ALISON KRAUSS -Tiny Desk Concert TEARS FOR FEARS -"Everybody Wants To Rule The World"(Colbert) TEARS FOR FEARS -"KCRW Live from The Village Studios" TEARS FOR FEARS -"No Small Thing" THE DEADWEATHER -"Cut Like A Buffalo"-Cinematographer WALLOWS -''virtual Aerobics +Are You Bored Yet"(Kimmel) NOEL GALLAGHER'S HIGH FLYING BIRDS -"Lock All The Doors" LEON BRIDGES -"Smooth Sailin'" LEON BRIDGES -"Better Man" BIG WILD -"Aftergold" MIIKE SNOW -"Pretender" FOSTER THE PEOPLE -"Coming Of Age" SCISSOR SISTERS -"Let's Have A Kiki" COLD WAR KIDS -"Miracle Mile" COLD WAR KIDS -"I've Seen Enough" COLD WAR KIDS -"Audience Of One" COMMERCIAL/MISCELLANEOUS Long Beach Film Company -Owner/Executive Producer Voice For Nature -Creative Director (2022-Present) Notlmpossible -Creative Director (2020-2022) Wilderness Collective-Social Media,Multiple Mutiny Dive Co -"Lobster Night"-Commercial Aclima -"Live Aware"-Commercial,Long Form Education B.A.,Colorado Mesa University,Grand Junction CO Visit Arroyo Grande RFP Response 46Page 179 of 211 Visit Arroyo Grande Estimated Project Budget All project costs to be completed within the project budget outlined in the RFP -$225,000. Commune does not estimate any project costs beyond this figure.Any costs that would be beyond this figure would be presented to Arroyo Grande for approval and amendment. Services to be completed as part of this project are outlined below.Potential activities have been outlined for each section.However,Commune +Visit Arroyo Grande to confirm needs upon signed contract and throughout project stages to ensure the most effective use of time and resources.As such,activities and figures below can and will change (but will remain within project budget). TOTAL ANNUAL PROJECT BUDGET (per Visit Arroyo Grande)-$225,000 TOTAL ESTIMATED COMMUNE BUDGET -$210,000 -$225,000 Account/Project Management $10,000 Client correspondence,timeline and budget management. Print and Vendor Management Strategic Planning Services $20,000 Market and Audience Research Company,Category,Competitive and Culture Analysis Development of Arroyo Grande brand strategy and creative brief Media and Social Media Planning Services $20,000 Paid Media Planning and Audience Targeting Paid and Organic Social Media Planning &Execution Media Asset Trafficking (throughout life of campaign) Ongoing Media Optimization and Reporting (throughout life of campaign) Media/Advertising Spend $70,000 Actual funds spent on advertising to fulfill approved media plans. Creative Development Services $70,000 Creative Concept Development Copywriting Graphic Design Content Creation Photography and Videography Print Production and Collateral Cost Website Design,Development and Ongoing Management Services $20,000 Current Website Audit Website Design Website Development Ongoing Website Maintenance and Management (throughout life of campaign) Page 180 of 211 Visit Arroyo Grande Estimated Project Budget OUTSIDE OF PROJECT COST EXPENSES The following fees are projected as possible outside of scope expenses.No expenses will be charged without prior approval by Visit Arroyo Grande stakeholders as part of contract. *Commune preferred payment schedule is monthly.Invoices are all issued on 30 day terms and payments can be made either by direct deposit,or check. Travel Expenses Mileage reimbursable -0.67/mile (2024 IRS rate) Lodging Reimbursable.Current Commune contracts state that client requested or agreed to travel is covered by the client in full.Should Commune need to pay directly for client requested travel, cost will be billed and claimed as an expense at the end of the billing period. Page 181 of 211 SECOND AMENDMENT TO CONSUL TANT SERVICES AGREEMENT This Second Amendment ("Second Amendment") to Consultant Services Agreement ("CSA") by and between the CITY OF ARROYO GRANDE ("City") and VERDIN MARKETING ("Consultant") is made and entered into this 20th day of August 2024. WHEREAS, the parties entered into a CSA dated June 14, 2022, for tourism marketing services for the Arroyo Grande Tourism Business Improvement District (AGTBID); and. WHEREAS, on February 14, 2023, pursuant to Section 1 of the CSA, the City extended the term of the CSA for one (1) additional year; and WHEREAS, on June 25, 2024, pursuant to Section 1 of the CSA, both parties agreed to extend the term of the contract for an additional two (2) months; and WHEREAS, the current CSA expires on August 31, 2024; and WHEREAS, pursuant to Section 1 of the CSA, the parties select to modify the CSA as set forth herein. NOW THEREFORE, for valuable consideration the receipt and sufficiency of which is acknowledged, the parties agree as follows: 1. Section 1 ("TERM") of the Agreement shall be modified in its entirety to read as follows: • This Agreement shall be extended, remain and continue in effect until October 31, 2024, unless the City obtains replacement Consultant services sooner or the Agreement is terminated pursuant to the Section 6 or Section 7 herein. Consultant shall be paid for work incurred over the extension consistent with Section 5. All terms and conditions of this Agreement shall continue to be applicable during said extension unless the parties mutually agree in writing upon any changes. 2. Section 5 ("PAYMENT") of the Agreement shall be modified in its entirety to read as follows: Consultant shall be paid for actual work performed in accordance with Consultant's Proposal. However, the total compensation paid to Consultant shall not exceed $17,000 per month September 1, 2024 through October 31, 2024 and shall not exceed $34,000 for the extension period from September 1, 2024 through October 31, 2024. Consultant will invoice City no more than monthly. Each invoice will reference job orders, components, specific services, media costs, production costs, fees and material expense and sales tax where applicable. City shall mail payment to Consultant for the net amount of uncontested invoices no later than thirty (30) days after receipt of each invoice by the City. Any past due balances under ATTACHMENT 2 Page 182 of 211 this Agreement shall bear interest at the rate of 1.5 percent per month (18.0 percentage rate) on unpaid bala.nces. 3.. Except as modified herein, all other terms and conditions set forth in the CSA, as amended, shall remain u~changed. IN WITNESS WHEREOF, CITY and CONSUL TANT have executed this Second Amendment the day and year first above written. CITY OF ARROYO GRANDE: Matthew Downing (Aug 21, 2024 08:47 PDT) MATTHEW DOWNING, CITY MANAGER ATTEST: JESSICA MATSON, CITY CLERK APPROVED AS TO FORM: l.raac &'o.ren Isaac Rosen (Aug 20, 2024 09:48 PDT) ISMC ROSEN, CITY ATTORNEY VERDIN MARKETING: MARY VERDIN, PRESIDENT Page 183 of 211 Second Amendment to Verdin Marketing Agreement.08.09 Final Audit Report 2024-08-23 Created: -2024-08~20· • By: Kendra Reynolds (kreynolds@arroyogrande.org) -Status: . Signed •. Transaction ID: . CBJCHBCAABAAfwYqcSjumyOQqTeL-SxMl9-u2-aKiozp "Second Amendment to Verdin Marketing Agreement.08.09" His tory 'El Document created by Kendra Reynolds (kreynolds@arroyogrande.org) 2024-08-20 -3:09:28 PM GMT [81., Document emailed to isaac.rosen@bbklaw.com for signature 2024-08-20 -3:09:31 PM GMT 'El Email viewed by isaac.rosen@bbklaw.com 2024-08-20 -4:47:53 PM GMT 0o Signer isaac.rosen@bbklaw.com entered name at signing as Isaac Rosen 2024-08-20 -4:48:26 PM GMT 0'ii> Document e-signed by Isaac Rosen (isaac.rosen@bbklaw.com) Signature Date: 2024-08-20 -4:48:28 PM GMT -Time Source: server g Document emailed to Jessica Matson Umatson@arroyogrande.org) for signature 2024-08-20 -4:48:29 PM GMT 'El Email viewed by Jessica Matson Umatson@arroyogrande.org) 2024-08-21 -4:47:19 AM GMT i:&-G Document e-signed by Jessica Matson Umatson@arroyogrande.org) Signature Date: 2024-08-21 -4:47:34 AM GMT -Time Source: server g Document emailed to Matthew Downing (mdowning@arroyogrande.org) for signature 2024-08-21 -4:47:35 AM GMT 'El Email viewed by Matthew Downing (mdowning@arroyogrande.org) 2024-08-21 -3:47:01 PM GMT II Adobe Acrobat Sign Page 184 of 211 ~ Document e-signed by Matthew Downing (mdowning@arroyogrande.org) Signature Date: 2024-08-21 -3:47:12 PM GMT-Time Source: server ~ Document emailed to Mary Verdin (mary@verdinmarketing.com) for signature 2024-08-21 -3:47:13 PM GMT 'El Email viewed by Mary Verdin (mary@verdinmarketing.com) 2024-08-21 -4:23:36 PM GMT 'El Email viewed by Mary Verdin (mary@verdinmarketing.com) 2024-08-23 -5:26:52 PM GMT 0a Document e-signed by Mary Verdin (mary@verdinmarketing.com) Signature Date: 2024-08-23 -5:55:27 PM GMT -Time Source: server ~ Agreement completed. 2024-08-23 -5:55:27 PM GMT g Adobe Acrobat Sign Page 185 of 211