NEW REQUESTS FOR PROPOSALS
TO DEVELOP AND OVERSEE COMMERCIAL ADVERTISING CONCESSION
at
CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT
for the
CITY OF CHARLOTTE, NORTH CAROLINA
Dated February 8, 2013
SCHEDULE
ACTIVITY (All times are EST)
DATE
Issue RFP
February 8, 2013
Pre-Proposal Meeting at 1:00 p.m. (Mandatory)
February 22, 2013
Deadline for Submittal of Written Questions
March 1, 2013
Responses to Questions
March 8, 2013
Proposal Submittal by 1:00 p.m.
April 12, 2013
Evaluation of Proposals
Week of April 15th and 22nd 2013
Short Listing and Proposer Interviews (if applicable)
Week of May 13th 2013
Award Recommendation Process:
Airport Advisory Committee
Charlotte City Council
June 6, 2013
June 24, 2013
Concession Estimated Start Date
July 1, 2013
Responders must provide six (6) hardcopies of their proposal by one of the methods outlined
below, as well as an electronic copy emailed to Jennifer Long, Passenger Experience Manager at
jslong@cltairport.com, or it may be included on a flash drive and submitted with the hardcopies
of the proposal no later than APRIL 12, 2013 by 1PM, according to CLT’s clock.
1. Proposers may mail their submissions by UPS to Charlotte Douglas International Airport;
Attn: Jennifer Long, Aviation Director’s Office, 3rd Floor; 5501 Josh Birmingham Pkwy;
Charlotte, NC 28208.
2. Proposers may hand deliver their submissions between 12 Noon and 1PM, by CLT’s clock,
on April 12, 2013, to Jennifer Long at CLT Center, located at 5601 Wilkinson Blvd.
Charlotte, NC 28208.
1 INTRODUCTION
The City of Charlotte (“City”) as owner and operator of Charlotte Douglas International Airport
(“CLT”) requests the submissions of proposals to develop and oversee the Commercial
Advertising Concession (“Concession”) for CLT. The goals of the Concession are to (1)
increase CLT’s advertising revenue; (2) utilize high quality, state of the art advertising
techniques in order to increase the overall success of CLT’s advertising program; (3) consolidate
current management and supplemental advertisement agreements into no more than two
Commercial Advertising Concession Agreements (“Concession Agreement”); (4) enhance the
passenger experience; and (5) promote the Charlotte region and CLT.
The following includes the information, requirements and forms necessary for a complete
proposal. Proposers will have the opportunity to propose on either CLT’s on-property advertising
(“Package A”), CLT’s advertising on our free public WiFi (“WiFi”) (“Package B”) or on both on
property and WiFi advertising (“Package C”). A Mandatory Pre-Proposal Meeting will be
held on February 22, 2013 at 1 p.m. The name and date of birth of the individual or individuals
representing the proposer must be submitted to Jennifer Long at jslong@cltairport.com no later
than 5 p.m. on February 15, 2013. Upon receipt of this information, meeting details and security
protocols will be provided. Prior to and after the meeting, any questions concerning the RFP
may also be submitted in writing to Jennifer, however, no response will be provided for
questions submitted after March 1, 2013. Answers to all written questions will be provided by
written Addendum. All addenda will be posted on CLT’s website, cltairport.com, and it will be
the responsibility of the proposer to frequently check for such additions. In case any proposer
fails to acknowledge opening of any such Addenda in the space provided in Attachment A, its
proposal will nevertheless be construed as though the addenda had been received and
acknowledged, and submission of a proposal shall constitute acknowledgment of the opening of
the same. Proposers may not rely upon and the Aviation Director, or his designee, will not make
any oral representations.
2 TABLE OF CONTENTS
I.
Background
a. CLT Overview & Statistics
b. Existing Airport Advertising Agreements
c. CLT Food, Beverage & Retail Concessions Overview
d. CLT Commercial Advertising Concession
II.
Scope of Services
a. Operations: Package A
b. Operations: Package B
c. Operations: General (Package A, B & C)
III.
Eligibility and Disqualification of Proposers
a. Initial Eligibility of Proposers
b. Acknowledgement of Proposer
c. Disqualification of Proposal
IV.
Proposal Format and Submission Requirements
a. Format
b. Submission Requirements
V.
Selection Criteria
VI.
Award of Contract
VII. Miscellaneous
a. Interpretation of the RFP
b. Consent to Investigate
c. City’s Right to Cancel, Reject, Modify or Reissue RFP
d. Attempts to Influence Selection Process
e. Proposer’s Cost of Proposal Preparation
f. Ownership and Public Records
g. Representation by Brokers
h. Disclaimer
VIII. Attachments
a. Cover Letter, Company Information and Addendum
Acknowledgement
b. Concession Agreement
c. Advertising Policy
d. 10 Year Advertising Gross Revenue and Enplanement
Summary
e. 2012 Advertising Gross Revenue Summary
f. Existing Advertising Agreements
g. Advertising Opportunities: Types
h. Advertising Opportunities: Location Map
3 4
4
5
6
6
7
7
9
11
13
13
13
14
14
14
14
15
16
16
16
16
16
17
17
17
17
17
18
23
24
26
27
28
29
52
I.
BACKGROUND
a. CLT Overview & Statistics1
CLT is owned and operated by the City and is one of the fastest growing airports in
the country. CLT served more than 41 million passengers in Calendar Year (CY)
2012, a 5.6 percent increase over CY 2011, and currently ranks as the 11th busiest
airport in North America, based on passenger traffic, and sixth in aircraft
movements. CLT is served by six major air carriers, 14 regional air carriers and three
foreign flag air carriers that together provide more than 700 daily departures from
CLT to 138 nonstop destinations, including 37 international destinations. CLT is
also US Airways largest hub.
CLT is currently comprised of one passenger terminal with five concourses (A, B, C,
D and E) totaling more than 1.7 million square feet. Approximately 75 percent of the
Airport’s passengers are transfer traffic with an average dwell time of 135 minutes.
Median household income of CLT’s frequent traveler is $129,600.
CLT’s role in the transportation system is to provide an infrastructure platform upon
which the private sector—airlines, rent-a-car companies, concessionaires, and
others—operate their businesses. Those businesses provide over 20,000 jobs and
produces more than $12 billion in annual economic impact. CLT, which operates as
an Enterprise Fund, is financially self-sufficient and does not rely on general
taxpayer support.
CLT’s mission is to be the preferred airport and airline hub by providing the highest
quality product for the lowest possible cost. CLT continuously achieves its mission
through a cost-effective business model, resulting in one of the lowest cost per
enplaned passenger of $0.77. The median large hub airline cost per enplaned
passenger is $9.97. In 2010, Charlotte Douglas International Airport was awarded
the prestigious Eagle Award from the International Air Transport Association
(IATA). The award came under the “Best Airport” category and is accepted in the
aviation industry as the most distinguished of awards by recognizing productivity,
transparency and best value for money performance by airports.
Currently underway is a five-year, $1 billion Capital Improvement Program to
include various expansion projects to accommodate current and future passenger
growth. These include a new Entrance Road, Hourly Parking & Rental Car Deck,
Onsite Intermodal Facility, Fourth Parallel Runway, Concourse Expansion,
International Terminal, additional Valet Deck and Terminal Roadway & Lobby
Expansion.
1
Additional information and statistics are available at cltairport.com.
4 b. Existing Airport Advertising Agreements
In October 2007, CLT entered into a Management Agreement with the Charlotte
Regional Visitors Authority (CRVA)2 to manage the Airport’s advertising program.
The original term of the agreement expired in October 2012 and continues on a
month-to-month basis, but not to exceed April 30, 2013. Under the agreement, CLT
pays CRVA all pre-approved expenses (including the cost of an onsite sales person)
plus five percent of all gross advertising revenue.
Over the last five Fiscal Years3 (FY), annual gross advertising revenue averaged
$2,259,726, which includes an ATM Flat Fee (portion of CLT’s ATM Agreement
that is attributable to exclusivity) and WiFi advertising, with an average gross
revenue per enplaned passenger of $0.12. Based on advertising sales that excludes
the ATM Flat Fee and WiFi advertising, over the last five FYs, annual gross
advertising revenue averaged $2,059,715 with an average gross revenue per
enplaned passenger of $0.11. The majority of gross advertising revenue is generated
from floor displays, wall murals, dioramas and exclusive branding.
Additionally, part of the Management Agreement with CRVA, although completely
separate in operation and function from the Airport’s advertising program, includes
the operation of a Visitor Info Center (VIC), located in the Arrivals/Baggage area.
The VIC provides CLT customers information on lodging, tourist attractions, ground
transportation information, general airport information and more.
The intent of the partnership between CLT and CRVA was to create “synergy”
through shared advertising, in terms of venue, with CLT and Charlotte’s public
assembly facilities, as well as focus on CRVA’s core business of hospitality and
tourism through the operation of the VIC. CLT plans to continue its relationship with
CRVA through the operation of the VIC, but has elected to enter into a competitive
process for the advertising program component in an effort to maximize advertising
revenues.
In addition to the Management Agreement with CRVA for advertising, in August
2010, CLT entered into a non-exclusive marketing and sponsorship agreement with
Airport Marketing Income (AMI) to develop and implement a marketing,
sponsorship and advertising program through non-traditional advertising such as
promotions, special events, naming rights, etc. The AMI agreement serves as a
supplement to the Management Agreement with CRVA.
2
About CRVA: CRVA seeks to ensure that the visitors and events that come to the Charlotte area have a positive experience. Their
responsibilities include destination marketing and management of Charlotte’s public assembly facilities.
3
CLT’s fiscal year runs July 1st through June 30th.
5 Under the agreement, which expires on August 18, 2013, the Airport receives 50
percent of the total gross revenues earned by AMI for the sale of marketing,
sponsorship or advertising opportunities at CLT. All monies generated through this
agreement are included in the Airport’s reported gross advertising revenues.
CLT’s current WiFi advertising is handled like inventory of the overall advertising
program. The advertisements are re-directs with CLT’s IT Department managing
the operations. Agreements are normally month to month, and CLT receives revenue
based on a per session/view basis. The advertisements are targeted at specific
devices used by the customer. CLT’s WiFi advertising program started in FY 10
with total gross revenue of $100,000. In FY 11 and FY 12, CLT’s gross revenues for
WiFi advertising were $187,109 and $266,309 respectively.
Through this RFP process, the Airport’s goal is to have no more than two contracts
with significantly increased revenue and one or two providers to serve as CLT’s
advertising program concessionaire and be responsible for the advertising program
in its entirety (traditional, non-traditional and WiFi)..
c. CLT Food, Beverage & Retail Concessions Overview
CLT’s Food & Beverage (F&B) concessionaire is HMS Host who operates 54 F&B
outlets in the terminal and generated $117,315,551 in annual gross sales during CY
2012. Offerings include a combination of nationally recognized brands to local
concepts such as Genghis Grill, Jamba Juice, Bojangles and Bad Daddy’s Burger Bar.
Additionally, 23% of the annual gross sales came from an ACDBE-operated venue.
CLT’s Retail concessionaire is The Paradies Shops who operates 40 Retail outlets in
the terminal and generated $57,832,598 in annual gross sales during CY 2012.
Offerings include a combination of nationally recognized brands to local concepts
such as Brooks Brothers, Pandora, Brighton and Charlotte’s Landing. Additionally,
26% of the annual gross sales came from an ACDBE-operated venue.
d. CLT Commercial Advertising Concession
The Concession is a unique opportunity to provide first-class, state-of-the-art
advertising at a top airport. Package A consists of over 150 different advertising
locations utilizing multiple different mediums. Package B will offer advertisers
accesses to CLT’s extensive WiFi users and should include a CLT specific and
unique platform from which the advertisements are accessed. The selected proposer
will have the opportunity to expand the current operations, incorporate new ideas and
mediums or, where applicable, even new advertising locations.
6 II.
SCOPE OF SERVICES
a. Operations: Package A
Types of Advertising Opportunities: Outlined below is a list of current or previous
advertising utilized at CLT, with a more in depth description provided in Attachment
G. Additionally, a Location Map (of current or previous advertising) is provided in
Attachment H. The list and locations are not intended to be inclusive. Proposers are
encouraged to recommend, with description, other types of displays or other media,
and the potential advertising sales volume for each.
Terminal
1. Digital Displays
2. Dioramas
3. Static Displays*
4. Banners
5. Column Wraps
6. Kiosks*
7. Wall Murals
8. Escalator Displays*
9. Hand Sanitizing Dispensers
10. Visitor Information Courtesy Phone Centers*
11. Baggage Belt Displays*
12. Window Clings
13. Shop, Dine, Work, Relax! Brochure
14. Security Checkpoint Bins
15. Product Sampling
16. Floor Displays
17. Tabling Events with Brand Ambassador
18. Exclusive Branding/Naming Rights
*Existing equipment eligible for replacement.
Outdoor/Other
1. Banners
2. Shuttle Buses (interior)
3. Shuttle Bus Shelters
4. Business Valet Lobby (digital display, kiosk, floor display, etc.)
5. Valet Hang Tags
6. Exclusive Branding/Naming Rights
7 Coming Soon
1. Rental Car Ready Return Facility
Desired Advertising Areas of Interest: Include, without limitation:
1. Branding Zones
2. Children’s Play Area
3. Product Sponsorship
4. Animal Relief Areas
5. Product/Supplier Rights
6. Charging Stations
7. Pay-Phones/Free-Phones
Limitations
1. CLT Advertisements: Upon request, CLT should receive free advertising not to
exceed five percent (5%) of advertising space. Typically, when the need arises,
CLT utilizes the digital displays and shuttle buses.
2. Existing Agreements. There are further limitations and requirements under
CLT’s Existing Agreements. A list of those agreements and any expected
responsibility for the selected proposer is included in Attachment F. Some of
these limitations include, but are not limited to, providing advertising at no-cost
and management of contracts.
Performance Standards
1.
2.
3.
4.
Contract & Payment Management: The selected proposer will be solely
responsible for the execution and management of contracts between itself and
advertisers wishing to advertise at CLT. This includes the collection of all
monies due to the selected proposer from the advertiser, however such collection
will have no effect on the monies due under the Concession Agreement.
Installation, Maintenance & Repair: All installation, maintenance and repair will
be the responsibility of and at the sole expense of the selected proposer.
Reporting: Each week the selected proposer must provide to CLT a report
outlining all advertising coming down and going up for the upcoming week, a
list of any new advertising contracts executed including that contract’s end date,
the advertising space utilized and the income generated and a listing of any
maintenance issues that arose and the time that it took to correct each.
Storage and Office Space. Upon request and where available CLT will provide
storage or office space to the selected proposer. However, space at the airport is
at a premium and in order to best be able to support such request, any need of
storage space or office space, including the approximate square feet needed,
must be included as part of the proposal.
8 Compensation to the City
1.
2.
3.
4.
Concession Revenue per Enplanement (RPE): Proposers must provide a
monetary amount per enplanement which they anticipate attaining at CLT. The
amount proposed multiplied by CLT’s most current calendar year enplanement
number should equal the proposer’s anticipated gross sales.
Percent of Gross Revenues: Proposer must also propose the percentage of gross
revenues to be paid to CLT. “Gross Revenues” is defined as all income collected
under the rights granted in the Concession Agreement without deductions for
taxes, fees or licenses.
Minimum Annual Guarantee (“MAG”): The selected proposers MAG will be
calculated by CLT using the RPE and the percent of Gross Revenues. Each
Fiscal Year (July 1st – June 30th), which coincides with the contract year, the
MAG will adjust based on the increase or decrease of CLT’s previous CY
enplanement number, as provided by CLT. This first year’s MAG will be based
on CY 12 numbers. The calculation will be as follows: MAG= RPE x CLT CY
12 Enplanements x % of Gross Revenues
Yearly Compensation. Each contract year the selected proposer will pay CLT
the greater of either the MAG or the percent of Gross Revenues.
Capital Investment and Premises
The advertising premises will be available to the selected proposer in an “as is” and
“where is” condition. Any necessary changes or additions must be financed by the
selected proposer, however, at the end of the contract term any changes or additions
will be property of the City. As part of the proposal, a list of suggested capital
improvements including the estimated cost to the proposer and the expected amount
of increase in revenue due to the improvement must be included. Prior to any
changes or additions, CLT’s approval must be received and the addition of space
may result in the loss of another location.
b. Operations: Package B
System Capabilities
CLT’s current capabilities are limited to a URL redirect and do not include the ability
to host advertising or splash pages. The system is owned and operated by CLT and
the maintenance is provided in house by CLT’s IT department. CLT has the potential
to host the advertising through its own webserver and allow the selected proposer to
remotely connect to the server in order to manage the advertising. This would be
9 done in a virtual environment to allow both the selected propose and CLT access and
control.
The upgrade, as described above, will be paid for and implemented by CLT. The
proposal must include a list of any necessary upgrades, including the one described
above, the proposer would require CLT complete to implement the WiFi advertising
program.
Performance Standards
1.
2.
Contract & Payment Management: The selected proposer will be solely
responsible for the execution and management of contracts between itself and
advertisers wishing to advertise at CLT. This includes the collection of all
monies due to the selected proposer from the advertiser, however such collection
will have no effect on the monies due under the Concession Agreement.
Reporting: Each week the selected proposer must provide to CLT a report
outlining all WiFi advertising being removed from and added to the splash page
and a list of any new advertising contracts executed. CLT would also like to see
usage information, for example, how many people are on the system, where they
are located and what type of device they are using. Where this is a possibility,
provide a summary of the type of information and reporting, similar to the
examples above, that can be provided on a weekly basis.
Compensation to the City
1. Percent of Gross Revenues: Proposer must propose the percentage of gross
revenues to be paid to CLT. “Gross Revenues” is defined as all income collected
under the rights granted in the Concession Agreement without deductions for
taxes, fees or licenses.
2. Minimum Annual Guarantee (“MAG”): The proposal must also include a MAG
which will be determined by the proposer. Each Fiscal Year (July 1st – June 30th),
which coincides with the contract year, the MAG will adjust to equal to eighty
percent (80%) of the previous year’s revenue to CLT.
3. Yearly Compensation. Concessionaire each contract year will pay CLT the
greater of either the MAG or the percent of Gross Revenues
4. If proposing for both, Package C, when proposing compensation to the City,
treat WiFi as inventory under Package A and submit compensation as
required for Package A.
10 c. Operations: General (Applicable to Package A, B & C)
Contract Term
The term of the Concession Agreement with be three years with two options for one
year extensions and will only be effective after approval by the City Council.
Proposer will be required to sign a contract between the City and itself in a form
substantially similar to Attachment B for Package A. For Package B or C, the
Concession Agreement will be modified to incorporate the necessary changes,
however, the indemnification and insurance provisions will be the same.
Management
Proposers must provide a local manager to oversee and support the advertising
program at CLT. This individual, or his/her designee, must be accessible by phone
365 days a year and must be available to meet with potential advertisers in order to
show CLT’s advertising space. This individual will be the primary point of contact
for CLT and will be responsible for ensuring that all activities of the Concession meet
the Performance Standards and Advertising Policy outlined in the Section iii and
Attachment C below.
ACDBE
Proposer will be obligated under the Concession Agreement to participate in CLT's
ACDBE program providing opportunity for direct ACDBE participation in the
operation of the Concessions. The ACDBE participation goal for Package A and C is
23.5% of gross receipts. The goal for Package B is 0%. Proposer must attempt to
meet this goal by providing opportunities within the Concession to certified
ACDBEs. As part of the proposal, the proposer must provide the areas of the
Concession where it plans to utilize ACDBEs, this should include any anticipated
participation under Package B even though there is not a set goal.
Advertising Policy
CLT has an established advertising policy that the selected proposer must follow.
This policy is included as Attachment C to this RFP. It will be the responsibility of
the selected proposer to ensure that all potential ads meet the advertising policy,
however, CLT will have the final determination on if an advertisement fits within the
policy. Any suggestions on additions to the policy may be included in your proposal.
11 Sustainable Design
Airports compete in a growing world with diminishing natural resources. To gain a
competitive edge, they need to adapt to do more with less. Sustainability is based on a
simple principle: Everything that we need for our survival and well-being depends,
either directly or indirectly, on our natural environment. Sustainability interfaces with
economics through the voluntary trade consequences of economic activity.
CLT has chosen to embrace and incorporate sustainability into its daily operations,
moving the Airport towards a sustainable future. CLT’s sustainability program
encompasses a wide array of accepted sustainable design standards and principles
from local, regional, and international levels. Its initiatives show and provide a
balance between society and the environment, and contribute to the local economy.
A proposal should include a sustainability plan for the Concession. This could include
such things as the use of energy saving lights, energy star certified equipment or
paper products containing recycled material. Further, the solicitation of
advertisements promoting green minded companies and any other sustainability based
ideas are encouraged to be included in the proposal.
Taxes, Licenses and Permit Fees
The selected proposer will be responsible for any applicable taxes, licenses, permit
fees or other applicable costs associated with the Concession that may be levied by
the City, County, State, Federal or other agencies.
Performance Bond
A performance bond will be required of the selected proposer. The amount and
acceptable use of such is set forth in the Concession Agreement attached below as
Attachment B.
12 III.
ELIGIBILITY AND DISQUALIFICATION OF PROPOSERS (Package A, B & C)
a. Initial Eligibility of Proposers
Experience
Proposers for Package A and C must be able to demonstrate at least five (5) years of
experience specific to on property airport advertising. For all three packages, only
those companies that, during the past five years, contracted for advertising services
with at least one airport that during the course of the contract was a top 15 airport as
defined by total number of passengers, are eligible. The services contracted for must
be on property for Package A, WiFi for Package B or either for Package C. If a
company was formed within the last five years, then the controlling interest of
ownership or management must meet these requirements.
Financial Capacity
Proposer is expected to have the financial ability to move forward with the
Concession, however, proposer’s financials will not be a required part of the RFP.
Upon inspection of the proposals, CLT reserves the right to request any and all
financial material it deems relevant in assessing the validity of the proposal.
Outstanding Claims and Litigation
Proposers are not eligible if at the time of submission the proposer, or any individual
or entity of proposer, is in default, has any past due amounts or arrearages or is in
breach of contract with any previous or existing contract with the City. Further, the
City also has the right to disqualify any proposer who includes in its proposal a
subcontractor with whom the City has any existing or pending litigation if the City
deems that such litigation may adversely affect the ability for the parties to
effectively work together.
b. Acknowledgement of Proposer
Proposers shall thoroughly examine and become familiar with this RFP, including
attachments, and any addendum that may be issued. The failure or the neglect of a
proposer to receive or examine any RFP document shall in no way relieve it from any
obligation with respect to its proposal or the obligations that flow from making a
successful proposal. No claim based upon a lack of knowledge or understanding of
any document or its contents shall be allowed.
13 c. Disqualification of Proposal
Without in any way limiting the Airport’s right to reject any or all proposals,
proposers are advised that any of the following may be considered as sufficient cause
for the disqualification of a proposer and the rejection of a proposal: (i) failure to
meet initial eligibility requirements; (ii) submission of more than one proposal by an
individual, firm, partnership or corporation under the same or different names,
including the names it does business under; (iii) evidence of collusion among
proposers; (iv) improper communication as described in Section VII D, below.
Proposals will be considered irregular and may be rejected for omission, alterations of
form, additions not called for, conditions, limitation, unauthorized alternate proposals
or other irregularities of any kind. All of the foregoing notwithstanding, however,
CLT reserves the right to waive any such irregularities.
IV.
PROPOSAL FORMAT AND SUBMISSION REQUIREMENTS
a. Format
The format of the RFP is up to the proposer, except for the cover letter, company
information and addendum acknowledgement, which must be in the format provided
by CLT and attached below as Attachment A. However, the proposal should, at the
least, include the following:
1. Cover Letter
2. Company Information
3. Addendum Acknowledgement
4. Operating Plan
5. Background and Experience
6. Concession Development Plan
7. ACDBE
8. Professional References
9. Other information proposer deems relevant
10. Exceptions requested by proposer to any of the RFP requirements
b. Submission Requirements
Submission Instructions
Responders must provide six (6) hardcopies and an electronic copy of their proposal
no later than APRIL 12, 2013 by 1PM in the manner described on page 1 of the RFP.
14 Amendment of Proposal
Amendment of a submitted proposal may occur at any time prior to the submission
deadline by written request. Amendments will only be accepted through the
submission of completely new materials that meet the requirements set forth in the
Submission Instructions section above.
Withdrawal of Proposal
Withdrawal of the proposal may occur at any time prior to the submission deadline by
written request. Withdrawal of one proposal will not preclude the submission of
another timely proposal but no withdrawal will be allowed after the submission
deadline.
V.
SELECTION CRITERIA
Category & Description
Compensation to the City
CLT will consider both the amount of compensation the proposer estimates CLT
will receive as well as the proposed capital investment (where applicable).
Experience and Qualification
CLT hopes to work an experienced and qualified company. All proposers must
meet the minimum qualifications described above. Preference will be awarded
based on the extent of the proposers experience and ability to meet the other
qualifications.
Operations Plan
The effectiveness and efficiency of the Concession will be evaluated based on
the Operations Plan. Preference will be awarded based on how the proposal
covers the areas of focus, outlined in the Operations section.
Concession Development Plan
Creative, sustainable and customer service oriented advertising is important to
CLT. Preference will be awarded based on how the proposal meets these goals
as well as the capital investment plan and amount (where applicable).
ACDBE (Package A & C)
CLT strives to always meet its ACDBE goals. Preference will be awarded based
on CLT’s assessment of the proposal’s ability to meet their ACDBE goal as
provided in the proposal.
15 VI.
AWARD OF CONTRACT
Upon review and evaluation of all qualifying proposals, including any interviews that the
Airport may elect to require, the selection committee will select the proposer(s) and
proposal(s) that it determines, in its absolute discretion, would best provide the
Concession. The Aviation Director will inform the selected proposer(s) that it has been
selected, subject to final agreement on all terms and conditions of the Concession
Agreement. Upon Proposer’s execution of such Concession Agreement, the Aviation
Director shall submit it to City Council for approval. If the Aviation Director and the
selected proposer(s) are unable to agree on the final terms, the selected proposer(s) will
be excused from further consideration and CLT may, at their option, select another
proposer(s). Until the Agreement and all supporting ancillary documents have been
approved by the City Council and executed by the Aviation Director, the City shall have
no obligations hereunder.
VII.
MISCELLANEOUS
a. Interpretation of the RFP
All questions concerning interpretation of the RFP documents must be made in
writing to Jennifer Long at jslong@cltairport.com no later than 5 p.m. on March 1,
2013. Interpretations and answers to general questions will only be made by written
addenda. The City shall not be responsible for any other explanation or interpretation.
b. Consent to Investigate
The selection of the proposer will be based on a thorough investigation into the areas
of interest expressed in the RFP. As part of that, the City may request the proposers
to provide such things as, but not limited to, financial records, information on
managing partners or participation in an interview process. By submitting a proposal,
each proposer consents to any investigation the City deems necessary.
c. City’s right to Cancel, Reject, Modify or Reissue RFP
The City, in its sole discretion, reserves the right to modify, cancel, reissue or take
any other action it deems necessary in the issuance of this RFP. Further, the City also
reserves the right to reject any or all proposals submitted. Prior to the execution of
the Concession Agreement, no action taken by the City may be inferred or construed
to give rise to any obligation by the City.
16 d. Attempts to Influence Selection Process
Except for clarifying written questions sent to the Airport, all proposers, including
any and all persons acting on their behalf, are strictly prohibited from contacting
elected or appointed City officials, officers, employees, or Airport Advisory
Committee Members on or regarding any matter relating to this RFP from the time
the RFP is issued until the start of the open business meeting at which City Council is
asked to approve the Concession Agreement.
e. Proposer’s Cost of Proposal Preparation
Proposers are responsible for any and all costs associated with the proposal process
including, but not limited to, the creation of the proposal and any interviews (if
applicable). The City will not accept any promotional items as part of the proposal
process and any such items included will be returned to the proposer at its own cost.
f. Ownership and Public Record
All proposals and supplementary material provided as part of this process will
become the property of the City. Proposers are advised that all information included
in the material provided may become available to the public under North Carolina’s
Public Records Law.
g. Representation by Brokers
The City will not be responsible for any fees, expenses or commissions for brokers or
their agents. Communications by or between employees of or contractors to the City
and any potential or actual respondent broker or agent are not to be construed as an
agreement to pay, nor will the City pay any such fees, expenses or commissions. By
submitting its proposal, respondent agrees to hold the City harmless from any claims,
demands, actions or judgments in connection with such broker fees, expenses or
commissions.
h. Disclaimer
The information contained in this RFP and attachments, hereto, and any addendum
that may be issued, are provided to assist prospective proposers in the preparation of
proposals. The information has been obtained from sources thought to be reliable, but
the City and its elected officials, officers, employees, agents and contractors, are not
liable for the accuracy of the information or its use by prospective respondents.
17 ATTACHMENT A: COVER LETTER, ADDENDA ACKNOWLEDGEMENT
AND COMPANY INFORMATION STATEMENT
PROPOSAL
to
DEVELOP AND OVERSEE COMMERCIAL ADVERTISING CONCESSION
at
CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT
Proposer Name: ____________________________________________
Package Proposing: ( ) Package A
( ) Package B ( ) Package C
Compensation
RPE $____________________ (Package A and Package C only)
Percentage of Gross Revenues ____________________%
Proposed Capital Investment $_____________________
Acknowledgment
The following proposal is hereby submitted by the entity signed below in accordance with all
terms and conditions as set forth in the Request for Proposals issued by the City of Charlotte for
the right and obligation to develop and oversee the Commercial Advertising Concession at
Charlotte Douglas International Airport.
Name of Proposer:__________________________________________________
By (Signature):_____________________________________________________
By (Name):________________________________________________________
By (Title):_________________________________________________________
Phone: (
)_____-_________
Mailing Address:____________________________________________________
Email Address:_____________________________________________________
18 ACKNOWLEDGEMENT OF ADDENDA
Proposer hereby acknowledges receipt of all Addenda through and including:
Addendum No. ___________________, dated______________.
Addendum No. ___________________, dated______________.
Addendum No. ___________________, dated______________.
Addendum No. ___________________, dated______________.
Addendum No. ___________________, dated______________.
Addendum No. ___________________, dated______________.
Addendum No. ___________________, dated______________.
However, submission of this proposal acts as acknowledgement of all addenda regardless on if
such is specifically noted above.
Proposer:_________________________________________________________
Authorized Signature:_______________________________________________
Print Name:_______________________________________________________
19 COMPANY INFORMATION STATEMENT
Name of Firm: ________________________________________________________________
Principle Office Address:
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Telephone Number: (
) _____-________
Form of Business Entity (check one):
( ) Corporation
( ) Partnership
( ) Individual
( ) Joint Venture
Complete the applicable section below, where there is not enough room provided please attach
additional information as needed:
Corporation Statement
Date of Incorporation: _______________________________
Location of Incorporation: ____________________________
Is the corporation authorized to do business in North Carolina: ( ) Yes
( ) No
Is so, as of what date: _______________________________
The corporation is held: ( ) Publicly
( ) Privately
Furnish the name, title and address of each director and officer of the corporation:
Directors:
Name
1.
2.
3.
4.
5.
________________
________________
________________
________________
________________
Title
Address
____________________
____________________
____________________
____________________
____________________
20 ___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Officers:
Name
1.
2.
3.
4.
5.
Title
________________
________________
________________
________________
________________
Address
____________________
____________________
____________________
____________________
____________________
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
Partnership Statement
Date of organization: ________________________________
Type of Partnership: ( ) General Partnership
( ) Limited Partnership
Partnership Agreement Recorded: ( ) Yes ( ) No
___________
Date
____________
Book
_____
______________________
________
Page
County
State
Has the Partnership done business in the State of North Carolina: ( ) Yes ( ) No
If so, when? ______________________
Name, address and ownership share of each general partner owning more than five percent (5%)
of the partnership:
Name
1.
2.
3.
4.
5.
________________
________________
________________
________________
________________
Address
% Ownership
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
__________
__________
__________
__________
__________
21 Joint Venture Statement
Date of organization: _______________________________
Joint Venture Agreement recorded: ( ) Yes ( ) No
___________
Date
____________
Book
_____
______________________
________
Page
County
State
Has the Partnership done business in the State of North Carolina: ( ) Yes ( ) No
If so, when? _______________________
Name, address and percent of ownership for each joint venturer.
Name
1.
2.
3.
4.
5.
________________
________________
________________
________________
________________
Address
% Ownership
___________________________________
___________________________________
___________________________________
___________________________________
___________________________________
__________
__________
__________
__________
__________
22 ATTACHMENT B: CONCESSION AGREEMENT
*Agreement will be provided to proposer by addendum prior to the mandatory pre-proposal
meeting on February 22, 2013.
23 ATTACHMENT C: ADVERTISING POLICY
CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT ADVERTISING DISPLAY POLICY 1.0
Purpose Charlotte Douglas International Airport (“CLT”) is owned and operated by the City of Charlotte, a North Carolina municipal corporation. The City hosts an advertising program at the Airport, the sole purpose of which is to raise revenue for use in funding CLT’s operations. The display of advertising is not intended to provide a public forum for communication and debate, but rather to utilize CLT in a proprietary capacity to generate revenue. CLT’s advertising program shall be operated in a manner that maximizes revenue, while ensuring that the advertising displayed does not negatively affect the goodwill of CLT patrons and tenants and does not diminish the reputation of CLT or the City. CLT’s advertising program also shall be operated in a manner that is consistent with the Airport’s mission: to be the preferred airport and airline hub by providing the highest quality product for the lowest possible cost. To attain these objectives, the City’s Aviation Director has adopted the following policies regulating the advertising displayed at CLT. 2.0
2.1 Use of Airport Advertising Space All advertising displayed in or at CLT shall be Commercial or Governmental in nature and purpose, as described below: a.
b. 2.2 Commercial advertising means: i. Advertising whose sole purpose is to: 1. sell or rent real or personal property, or to sell services; or 2. promote a non‐profit, regional tourist attraction; and ii. Advertising that does not include offers to sell property or services and also conveys information about matters of general interest, political issues, religious, moral or environmental matters or issues, or other public matters or issues, or expresses or advocates opinions or positions upon any of the foregoing. Governmental advertising means advertising whose sole purpose is to promote or inform the public of a service, program, or activity of the advertising federal, state or local governmental entity or agency. CLT, in order to serve the public purpose for which it was established, must accommodate all persons, regardless of age or sensibilities. Therefore, the following types of advertisements will not be displayed at CLT, even if the advertisements are Commercial or Governmental in nature under Paragraph 2.1. 24 a. Advertising for products or services related to human reproduction or sexuality, including but not limited to contraceptive products or services, other products or services related to sexual hygiene, counseling with regard to pregnancy, abortion or other sexual matters. b. Advertising for products, services or entertainment directed to sexual stimulation. 2.3 CLT will not permit advertising that explicitly or directly promotes an airport other than Charlotte Douglas International Airport, or that promotes products or services that compete with those provided or sold by CLT. 2.4 CLT will not permit advertising that disparages the City or Airport tenants. 2.5 The use of the City’s or CLT’s names, logos, slogans, trademarks or other graphic representations requires the prior written approval of the Aviation Director. 2.6 All advertising copy must be truthful. Copy and illustrations should not be exaggerated, distorted or deceptive. 2.7 No advertising shall include language, pictures, or other graphic representations that are unsuitable for exposure to persons of young age and immature judgment, nor shall be derogatory of any person or group because of race, national origin, ethnic background, religion or gender. 2.8 No advertising shall be displayed at CLT that would violate any federal, state or local law or regulation. 25 ATTACHMENT D: 10 YEAR ADVERTISING GROSS REVENUE
& ENPLANMENT SUMMARY
26 ATTACHMENT E: FY 2012 ADVERTISING GROSS REVENUE SUMMARY
27 ATTACHMENT F: EXISITING ADVERTISING AGREEMENTS
Customer
End Date
AMI
Customer Magnetism
Liberty University
Piedmont Advantage Credit
Union
Outdoor Media Alliance
(Siemens)
Charlotte Regional Partnership
8/18/13
8/31/13
9/30/13
9/30/13
Security Point Media
Vision Point Marketing
(NC State- Jenkins MBA)
Bank of America ATMs
11/2/13
12/31/13
9/30/13
9/30/13
12/31/13
Display
Comments
Non-traditional
1 Banner
1 Wall Mural
6 Bus Shelters
30 Shuttle Buses
4 Dioramas
1 Wall Mural
1 Mural
1 Diorama
29 Shuttle Buses
25 Digital
TSA Bins
Digital Loop
1 Diorama
Exclusive ATMs
Managed by CLT
Upon execution of the Concession
Agreement, selected proposer will
be expected to take over
management of these agreements
until their expiration date. Any
revenue generated during that
time will be split between the
selected proposer and CLT per the
terms of the Concession
Agreement
Managed by CLT
Up to $161,250 in free advertising
annually must be provided by
proposer
*Any additional agreements entered into by CLT, which will become the responsibility of the
selected proposer, will be provided by addendum to all proposers prior to the proposal due date.
Further, the selected proposer will be informed of any additional agreements not reflected in the
RFP process prior to execution of the Concession Agreement.
28 C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Advertising Opportunities: Types
Attachment G
29
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
1. Digital Displays:
•
•
•
•
•
Single Screen Digital Displays (70” LCDs)
o Located throughout terminal
Spectacular Digital Displays:
o Two located in Atrium
o Each consists of 16, 46” LCDs; 4 rows of 4
o All digital displays are less than two years old
Maintenance on the digital displays is provided by CLT Selected proposer will be responsible for content management
Digital displays utilize ECLIPSX, provided through Com‐net
Digital Display
Spectacular Digital Display
L to R: Diorama, Digital Display, Diorama
30
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
2. Dioramas:
•
•
•
•
3. Static Displays:
LED light boxes with estimated bulb lifespan of 11 years (vs. 5 years for florescent lights)
Resulting in energy usage reduction
Requires minimal maintenance
All dioramas are less than two years old
•
•
•
31
Backlit Soffits
Located at the top of Concourses B & C
Static displays are 10+ years old and eligible for replacement
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
4. Banners:
•
•
•
•
•
5. Column Wraps:
Ticketing/Departures
Atrium
Concourses B and C D/E Connector
Concourse E
Concourse E
• Baggage Claim/Arrivals 32
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
6. Kiosks:
•
•
•
•
•
Three‐sided displays on wheels
Contains header panels and center panels or product showcases
Literature and glass shelves available
Requires routine maintenance
Kiosks are 10+ years old and eligible for replacement
With Product Showcase
With Center Panels
33
With Literature
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
7. Wall Murals:
•
•
•
•
D/E Connector
Concourse E
Baggage Claim/Arrivals
Jetbridges
Jetbridge
D/E Connector
34
Concourse E
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
8. Escalator Displays:
•
•
•
•
9. Hand Sanitizing Dispensers:
Each Escalator Display consists of two dioramas and one •
digital display, all mounted into a custom fixture.
The custom fixtures require routine maintenance and •
are 10+ years old. They are eligible for replacement. •
The Escalator Displays’ dioramas are 10+ years old and eligible for replacement.
The Escalator Displays' digital monitors are less than two years old.
L to R: Diorama, Digital Display, Diorama
35
58, touch‐free, free‐standing units located throughout the terminal. Each unit contains a spot for ad placement.
Units are less than two years old.
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
10. Visitor Information Courtesy Phone Centers:
•
•
•
11. Baggage Belt Displays:
•
Each phone center can accommodate different sizes of advertisements The phone centers are 10+ years old and eligible for replacement
Requires routine maintenance
•
36
The displays are 10+ years old and eligible for replacement
Requires routine maintenance
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
12. Window Clings
• Locations may vary
37
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
13. Shop, Dine, Work, Relax! Brochure: •
•
•
Advertisement space available inside brochure
Brochures are displayed at terminal directories, located throughout the terminal, and on CLT’s website
On average, brochures are updated and reprinted two to three times per year
38
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
14. Security Checkpoint Bins
•
•
•
•
CLT currently has an agreement with Security Point Media (SPM)
Agreement expires November 2013
SPM owns all the bins, checkpoint divesting tables and the carts used to transport the bins
SPM sells the advertising in the bins
39
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
15. Product Sampling
• Locations may vary
40
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
16. Floor Displays • Three locations identified in Ticketing/Departures; one on an incline
• Sizes and other locations may vary
41
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
17. Tabling Events with Brand Ambassador
• Locations may vary
42
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Terminal
18. Exclusive Branding/Naming Rights
• Locations may vary
Airport Business Center, Sponsored by Bank of America
43
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Outdoor/Other
1. Banners
• Main Terminal, Roadway
• Main Terminal, Curbside
Roadway
44
Curbside
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Outdoor/Other
2. Shuttle Buses (interior)
3. Shuttle Bus Shelters
45
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Outdoor/Other
4. Business Valet Lobby
• Digital Display
• Kiosk
• Floor Display
46
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Outdoor/Other
5. Valet Hang Tags
•
Customizable takeaway
47
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Outdoor
6. Exclusive Branding/Naming Rights
• Locations may vary
Airport Cell Phone Lot, Sponsored by T‐Mobile
48
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Coming Soon
1. Rental Car Ready Return Facility
•
Scheduled to open in late 2014
•
Will include a lobby area where potential advertising can be placed (kiosks, dioramas, etc.)
49
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Desired Areas of Interest
Areas identified as desired additions to the advertising program include, but are not limited to:
1.
2.
3.
4.
5.
6.
Branding Zones
Children’s Play Area Product Sponsorship Animal Relief Areas Product/Supplier Rights: • Examples include beverage pouring, snacks, energy sources, restroom equipment and products. Charging Stations:
• Free charging stations are currently located near gates A6, B2, B10, C2, C10, C15, D3 & Concourse E’s main rotunda and are available for advertising. • Majority built in‐house.
• CLT is also interested in branded charging stations provided through a third party.
Existing Charging Station, built in‐house by CLT
Examples of a Branded Charging Stations
50
C H A R L O T T E D O U G L A S I N T E R N AT I O N A L A I R P O R T
Desired Areas of Interest
7. Pay‐Phones/Free‐Phones
• CLT’s pay‐phones are currently provided through a third party, Kellee Communications, and are on a month‐to‐month agreement (includes TTY phones).
• CLT is interested in offering “free‐phones”, as seen in other airports, which features space for digital advertising.
Example of free‐phone with advertising
CLT’s current pay‐phones
51
Free‐phones at Denver’s airport
CHARLOTTE DOUGLAS INTERNATIONAL AIRPORT
Advertising Opportunities:
Location Map
Attachment H
(16 gates)
(18 gates)
(12 gates)
• Air Canada
• Air Tran (Southwest begins service April 2013)
• American
• Delta
• United
(13 gates)
Insel Air
Atrium
D
C
Airline Ticket
Counters
Airline Ticket Counters
B
Airline Ticket
Counters
A
Ticketing/Departures
E
(36 gates)
Baggage Claim/Arrivals
Zone E
Zone D
Zone C
Zone B
Zone A
Passenger Percentages by Concourse
Concourse A......................................10%
Concourse B......................................30%
Concourse C......................................21%
Phone Center
Diorama
Digital Display
Floor Display
Wall Mural
Kiosk
Escalator Displays
Static Display
Baggage Belt
Banner
ColumnWrap
SecurityCheckpoint
All locations are subject to approval by the
Aviation Director or his designee
5501 Josh Birmingham Parkway
Charlotte, NC 28208
cltairport.com
P.O. Box 19066
Charlotte, NC 28219
52
Concourse D......................................13%
Concourse E.......................................26%