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
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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.
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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
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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
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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
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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
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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.
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-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.
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-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.
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(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
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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.
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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.
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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
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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.
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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
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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]
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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
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ATTACHMENT 1
BB&K (2020) Exhibit “A”-1 PROFESSIONAL SERVICES AGREEMENT
EXHIBIT A
SCOPE OF SERVICES
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ATTACHMENT 1
BB&K (2020) Exhibit “A-I-1” PROFESSIONAL SERVICES AGREEMENT
EXHIBIT B
SCHEDULE OF SERVICES
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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.
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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
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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;
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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.
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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.
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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.
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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”.
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EXHIBIT B
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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
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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
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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
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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
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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
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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.
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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.
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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
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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,
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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:
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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
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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
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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.
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*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
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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
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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
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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
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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
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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
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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.
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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.
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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.
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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,
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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.
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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.
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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.
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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.
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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.
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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.
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●1,659,904 video views of our creative in the target markets.
●3X ROI +2.9%conversion rate overall.
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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.
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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
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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)
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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
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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
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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.
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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
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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
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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
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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.
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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
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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
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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