Report Prepared by: Martin Pehl, Airport Manager
Title
SUBJECT: Approval of a Professional Services Agreement with Vela Strategic Marketing and Public Relations for Marketing of the Merced Yosemite Regional Airport in an Amount not to Exceed $69,975.00
REPORT IN BRIEF
Professional Services Agreement for consultant services for marketing of the Merced Yosemite Regional Airport.
RECOMMENDATION
City Council - Adopt a motion:
A. Approving a Professional Services Agreement with Vela Strategic Marketing & Public Relations in the amount of $69,975.00; and,
B. Authorizing the City Manager or Deputy City Manager to execute all necessary documents.
Body
ALTERNATIVES
1. Adopt the motion as recommended by the Regional Airport Authority; or,
2. Modify the action; or,
3. Deny the action.
AUTHORITY
Charter of the City of Merced, Section 200; Merced Municipal Code Section 2.36.20
CITY COUNCIL PRIORITIES
As provided for in the 2021-22 Adopted Budget
DISCUSSION
Background
The City of Merced is working to improve the branding and marketing of the City’s airport and the services it provides to the community. Steps taken include the City Council’s March 15, 2021 passing of a resolution changing the airport’s name to the Merced Yosemite Regional Airport. In addition, the City Council authorized funding for airport marketing in the 2021-2022 city budget.
To further this airport marketing effort, on July 23, 2021 a Request for Proposal (RFP) was advertised for Airport Marketing Consulting Services with the following stated goals:
• Increase awareness of the Merced Yosemite Regional Airport throughout the market area.
• Achieve increased ridership from the Merced Yosemite Regional Airport.
• Design a brand identity around the new name and logo.
In response to the RFP, proposals were received from seven marketing firms (see attachment 2). A committee comprised of City staff and three members of the Regional Airport Authority reviewed all proposals. Proposals were reviewed by the committee to determine which proposal would best meet the RFP’s stated goals. The criteria for selection included the proposal’s plan to address RFP priorities; implementation of the plan; demonstration of the anticipated goals, objectives, and outcomes of the project; and the organizational structure needed to meet the requirements for the project. The committed ultimately selected Vela Strategic Marketing & Public Relations as the preferred proposal and presented their recommendation to the Regional Airport Authority.
Regional Airport Authority
On March 15, 2022, the Regional Airport Authority voted unanimously to recommend approval to the Merced City Council for the agreement for professional services with Vela Strategic Marketing & Public Relations.
IMPACT ON CITY RESOURCES
No appropriation of funds is needed. Funding is available within the FY2021-22 adopted budget.
ATTACHMENTS
1. Agreement
2. List of Proposing Companies