City Council Meeting: January
26, 2010
Agenda Item: 1-A
To: Mayor and City Council
From: Barbara
Stinchfield, Director of Community & Cultural Services
Subject: Contract Modification
for Business Development and Marketing Services at the Annenberg Community
Beach House
Staff recommends that the City Council authorize
the City Manager to negotiate and execute a modification to Professional
Services Agreement No. 1844 with Hospitality Atelier in an amount not to exceed
$59,600 for a total contract amount of $129,100 for business development and
marketing services associated with private events at the Annenberg Community Beach House through June 30, 2010.
The
City entered into a professional services agreement with Hospitality Atelier
for business development and marketing services for private events at the
Annenberg Community Beach House. The original contract amount was for $69,500
and included initial activities associated with marketing the site for private
events both on-line and in print as well as developing partnerships with local
hotels and the Convention and Visitors Bureau.
The expanded scope of work will build upon these initial business
development efforts to promote the site for meetings and film and television
shoots.
Discussion
On April 17, 2009 the City
issued a Request for Proposals (RFP) on PlanetBids for business development and
marketing services for the private events at the Beach
House. Nine proposals
were received at the close of the RFP process.
Following review of the proposals by an interdepartmental team with
representatives from Community & Cultural Services and Housing and Economic
Development, six shortlisted firms were interviewed and Hospitality Atelier was
selected based upon their qualifications, references and scope of services and
the city entered into a professional services agreement with Hospitality
Atelier. To date the consultant has
provided expertise in refinement of the Beach House
booking guidelines including pricing strategies, staffing guidelines, and
catering parameters and has initiated
business development activities through both online marketing and
forming partnerships with the Conventions and Visitors Bureau, the Annenberg
Foundation, local hoteliers and meeting planners to promote the Beach Club for
private meeting use. Hospitality Atelier
has also provided input and direction for the creation of collateral materials
for private event sales. Hospitality
Atelier’s services to date have been of high quality including working closely
with City Staff and the CVB to host a Beach House
Showcase for local hoteliers this past fall to promote the Beach House as a venue for their clients, launching
on-line marketing for private events with an evaluation component and securing
several recent photo shoots at the site. Increasing and extending the contract
will enable Hospitality Atelier to build upon its work to date, including but
not limited to proactive marketing and sales with focus on the corporate and
business sectors through continued
development of internet marketing strategies and ongoing detailed analysis to
optimize their effectiveness, analysis of the pacing of bookings including development
of recommendations for targeted business development for certain key sectors,
specialized business development trainings and weekly technical assistance for Beach House events staff as well as marketing the
site for film and television shoots which is an area of business development
that has not been marketed to date.
Financial Impacts & Budget Actions
Funds in the amount of $59,600 are available
in account 24523.555060.
Prepared by: Karen Ginsberg, Assistant
Director
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Forwarded to Council:
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Director of Community &Cultural Services
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