CM-2022-306 - 12/13/2022 SUPPLEMENTAL AGREEMENT NO.2
TO "CITY OF ROUND ROCK AGREEMENT FOR
PROFESSIONAL CONSULTING SERVICES RELATED TO
A TOURISM IMPACT STUDY
WITH
DESTINATION ANALYSTS"
CITY OF ROUND ROCK §
STATE OF TEXAS § KNOW ALL BY THESE PRESENTS:
COUNTY OF TRAVIS §
COUNTY OF WILLIAMSON §
THIS SUPPLEMENTAL AGREEMENT NO. 2 to "City of Round Rock Agreement for
Professional Consulting Services related to a Tourism Impact Study with Destination Analysts,"
hereinafter called "Supplemental Agreement No. 2," is made by and between the City of Round
Rock, Texas, a home-rule municipality, located at 221 East Main Street, Round Rock, Texas
78664, hereinafter called the "City" and Destination Analysts, hereinafter called "Consultant,"
with offices located at 1728 Union Street, Suite 310, San Francisco, California 94123.
WHEREAS,the City and Consultant previously executed the referenced "City of Round
Rock Agreement for Professional Consulting Services related to a Tourism Impact Study,"
hereinafter called the"Agreement,"on August 8, 2019 by Resolution No. R-2019-0323; and
WHEREAS, as a result of the novel COVID-19 virus and resulting pandemic,
Consultant has been unable to complete the work as anticipated and as set forth in Exhibit"A" of
the Agreement; and
WHEREAS, the City previously executed Supplemental Agreement No.I extending the
term of the Agreement; and
WHEREAS, the City and Consultant now desire modify the scope of services and
associated rates as set forth herein and in the attached Addendum to Exhibit"A;"
NOW THEREFORE, in consideration of the mutual promises and obligations in the
Agreement and this Supplemental Agreement No. 2, the City and Consultant agree that said
Agreement is amended and supplemented as follows:
I.
Section 2.0, Scope of Services, shall be amended as follows:
Consultant has issued its proposal for services, such proposal for services being attached
to this Agreement as Addendum to Exhibit "A" titled "Addendum to Scope of Services," which
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shall be referred to as the Scope of Services of this Agreement and incorporated herein by
reference for all purposes.
Consultant shall satisfactorily provide all services described herein and as set forth in the
Addendum to Exhibit "A," and be compensated in the manner set forth in the Addendum to
Exhibit "A." Consultant shall perform services in accordance with this Agreement, in
accordance with the appended Scope of Services and in accordance with due care and prevailing
consulting industry standards for comparable services.
II.
This Supplemental Agreement No. 2 shall amend the original Agreement only as set forth
herein with no other changes in terms or conditions of the original Agreement.
IN WITNESS WHEREOF, the City and Consultant have executed this Supplemental
Agreement No. 2 to be effective as of the last date of due execution by both parties.
CITY OF ROUND ROCK,TEXAS DESTINATION ANALYSTS
By: By: elp dig)
Printed Name: 4AIdt Printed e: E(A Francis-Cummings
Title: Title: President&CEO
Date Signed: Z, Date Signed: 11/29/2022
ATTEST:
By:
Meagan Sp s, Ci Clerk
FOR CITY, APPROVED AS TO FORM:
By:
Stephanie L. Sandre, City Attorney
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ND ROCK .
023 RESEARCH SERVICES Desti nat � o n Ana l
ition 4Analysts Exhibit "A"
ROUND ROCK CVB 1 2022/2023 Research Services
023
Project Cosf
)location Data Analysis & Dashboard (CY 2019 & 2022 — 2023) $70,760
;eption & Awareness Study: Survey of Leisure Travelers & In-depth $38,850
vith Meeting & Sports Planners
1ITIONS
to this agreement are Destination Analysts,Inc. (1304 Lombard St.#8,San Francisco,CA 94109) and City of Round Rock CVB(231 East Main Street,Suite 150 Round Rock,Texas 78664)
�ment,Destination Analysts will provide the research services as described in the following proposal/scope of work document.
ysts,its officers,agents,employees and subcontractors shall not,in no event or under any circumstances, be liable to City of Round Rock CVB or any other person whose rights or claim may arise through City of Rour
)r damage,including consequential damages,that City of Round Rock CVB or any other person may sustain by reason of the provision,application or use in any manner of the data or services furnished by Destinati,
m ity shall be a third person beneficiary of this agreement.City of Round Rock CVB shall indemnify Destination Analysts,except in the event of gross negligence, and hold Destination Analysts harmless from and agc
ird,including reasonable attorney's fees,incurred by Destination Analysts arising from City of Round Rock CVB' use,release or publication of Destination Analysts' data or services to any third party.
nowledge that any and all data collected under the scope of work is the intellectual property of Destination Analysts. Destination Analysts agrees to only use the data collected under the scope of work for the rese(
aid scope and for no other purposes.
release or publication of the Destination Analysts name and logo must first receive clear and explicit consent from Destination Analysts.
ysts' work product is the intellectual property of Destination Analysts. Work product includes surveys,discussion guides, presentations and reports.Client agrees not to share use or publish Destination Analysts work I
of Destination Analysts unless required by law.
)ck CVB agrees to pay Destination Analysts, Inc.a total project fee of$109,610. For the Mobile Geolocation Data Analysis & Dashboard,half($35,380) will be invoiced upon project commencement and the rem
,e invoiced July 2023. For the Image,Perception&Awareness Study,half($19,450) will be invoiced upon project commencement and the remaining half($19,450) will be invoiced upon delivery of first draft of f
of 1.5%, 18%annually, will be charged on all balances 30 days past the invoice date.
&date Authorized signature &date
10/19/22
Erin Francis-Cummings
President&CEO
CVB Destination Analysts
:cept the above terms of purchase for Destination Analysts' research services.I will serve as the initial point of contact for City of Round Rock CVB regarding the scheduling of consulting services to be provided.
STINATION APOLLO :
MOBILE
EO=LOCATION DATA Destination OAnaLysts
YSIS OF ROUND ROCK ,
TX VISITORS
DEEP I ACTIONABLE DEFENSIBLE TIMELY
Exhibit "A"
) ESTINATION APOLLO : MOBILE
. EO-LOCATION DATA ANALYSIS OF ROUND ROCK VISITORS
lobile geo-location Data Analysis will provide the City of Round Rock CVB a custom-built online dashboard that allows for real-time analy!
Differences in visitors by time of day, day of week, month and/or season (peak vs. off-peak visitors)
Differences in guests by hotels, lodges, home rentals, or other accommodation types
Differences in visitors by geographic market
Markets that align with tourism strategy, including profiles and geographic markets that have the longest overnight stays and engage in
activities in-market
Any other segmentation analysis of interest to City of Round Rock CVB
Exhibit "A"
) ESTINATION APOLLO : MOBILE
) EO-LOCATION DATA ANALYSIS OF ROUND ROCK
/ISITORS
Using location-based data from Near, Destination Analysts will work with Visit Round Rock on designing polygon
mapping of attractions, hotels, neighborhoods, etc. Round Rock's dashboard can accommodate up to 150 polygons o
points of interest.
Destination Analysts' tourism experts and data scientists, in close consultation with Round Rock, will distill the larger
data set down to a set of trusted visitor records
Destination Analysts will analyze and cross-tabulate the trusted visitor data set to generate insights into the various
types and segments of visitors
Data will be uploaded and processed monthly
Visit Round Rock also has the option to include historic geo-location data of visitors (e.g., calendar year 2019, 202(
2021 , etc.)
Destination 41�A
Exhibit "A"
) ESTINATION APOLLO : MOBILE
CEO-LOCATION DATA ANALYSIS OF ROUND ROCK
/ISITORS
Leo-location data that will be cleansed, prepared and analyzed by Destination Analysts will be obtained from Nea
Jear provides tourism organizations with accurate mobile location data and insights to understand foot traffic and
oehavioral trends. With data from over 300M devices in America and 1 B worldwide, Near can identify where visitors
rom, their length of stay, their visits in market, and much more.
hrough Near's platform, mobile location data is aggregated to achieve a high level of accuracy without sacrificing sc
ind is contextualized with Near's proprietary visit determination technology. Data is tested rigorously for quality and
anything that doesn't meet strict standards is removed.
Destination,I�A
Exhibit "A"
) ESTINATION APOLLO : MOBILE
CEO-LOCATION DATA ANALYSIS OF ROUND ROCK
I/ISITORS
he following presents screenshots from an example visitor mobile geo-location data dashboard.
Trip Counts&Duration Destination Analysts
w., .,.•nrw
Origin Map Destination Analysts
t
Profile'by Origin _ Destination*Analysts, t
i
TRIP COUNT OVER TIME TOP 5 CITIES VISITED
Ca.r1IN ON Mra Wr�r • ___ m .� �.
� : NarM�dtltleaMM ,e.
LEWM OF STAY 2.8 PLACE OF STW TOP 5 ATTRACTIONS VISITED
me vrt+v a^.esM1 itL type .a.........' � Iyv=•dp6Dob,suKed,13
Exhibit "A"
) ESTINATION APOLLO : MOBILE
CEO-LOCATION DATA ANALYSIS OF ROUND ROCK
/ISITORS
Trip Counts & Duration Destination Analysts
N of vlsftors
,oration range in days
Visit Started... Trip Type Cities Visited POIs Visited
0.3 30.0 daytrip
" - 2018 overnlght All All
tab, custom filters Average of Duration and Count of Trip ID by Year and Quarter
•Average o,Duration r-unt of trip IU
analyze your data as
ars shown here include
,t
i, when the Visit
type, cities visited, and o
crest visited
0 0
d
A J
N �
� U
Q
i5K
IOK
2018 at,1 2018 Qtr 2 2018 Qtr 3 2018 Qtr 4
Visit End Ouarter
Trip Counts and Duration Summary Profile lodging-Attractions-Regions Trip Details Origin Markets Origin Map Profile by Origin Trends Activities Tr
tobile geo-location Dashboard is built with easy to navigate tabs with different views of the data. Destination A
Exhibit "A"
) ESTINATION APOLLO : MOBILE
CEO-LOCATION DATA ANALYSIS OF ROUND ROCK
/ISITORS
Summary Profile Destination4111'Analysts POIs Visited
gof trips Attractions(POI Type)+Mountain Coas..,
Duration la"ge in day, Visit Airports
sit Started._ Trip Type Cities Visited POIs Visited
0.3 30.0AD [} Attractions
daytrlp
overnight All AN _. - ".. -- r ❑ Motels/Lodging
------�---- � Transportation
TOP MSAs LENGTH OF STAY 1.9 TOP S CITIES VISITED
Stom ---- POIs Visited
Time spent at each POI type Average#of cities visited 3.66
i you to Derwer,CO All
uom«County,C0115_.
y !)a114s Ft.Worth,TX .3.9% Estes Park.Cobradoll_
Kansas City,Mo 3.5% Airports
I m e n t ■ Rxky M-Main Now —40.3%
Cdwado Springs P... 3.1%
Houston,rx 28% lyoos.001LSM5599 -33.1% Colorado Spi
k-4and.C0115565596 =22.4%
Omaha,NE �zs96 Denver Inter
Chicago,E 2.5% Pl SOIs
100%
Northern Co
oln&Hastings 2.3% `: ` �'' wvtasyour rapolis-St.Pa... 2.2% PLACE OF STAY Attractions
5t.Louis,MO 1.8% TOP 5 ATTRACTIONS VISITED 18-Hole Golf
hl[a-Hutchlnso... , 1.6% Highway 34 ConMor 61.2%
! Moines-Ames,._ ' 1.5% Average N of Attractions visited 4.14 Alpine Vlsito
AOL
Fail If—Corndot $9.696 p
Austin,TX ' 1.4% The Stanley 19.9% Downtown Estes Park ! Bear Lake Cc
20% YMCA of the Rockies 10.6% Moraine Are Corndor —51.1%
yI51t0r5
Estes Park Resort .6.6% ghway]-1n r 46.9% Beaver Meat
SM St-1"Marketplate 45.2a. Beaver Meat
Visited an Airport 20.9% °? DenrermternanPnaiA_. 23.2 r._...._._...._r
Hotel Visitor 76 3^t
v �
In this example, Airports, Attractions, Hotels/Lodging,
and Transportation are the POI categories. Within
those four categories are the detail of about 150
locations the client selected to include in the analysis. tination 4 A
Exhibit "A"
) ESTINATION APOLLO : MOBILE
' EO-LOCATION DATA ANALYSIS OF ROUND ROCK
/ISITORS
Profile by Origin Destination �Analysts
M of hips
lies of the segmentation analyses that
Analysts clients use their Dashboard to `'y`
Visit Started... Trip Type Country State.Metro Area
0.3 30.0
daytrip
All v A;. All
nvwnlgM
TRIP COUNT OVER TIME TOP 5 CITIES VISITED
. Weekend Arrivals Count of Trip lDbyYearandQuarter
Average N of cities visited 3.66
ng time spent hotel star rating SOK
o Latimer 4ourlty,COI 1S-.
ce attractions visited Estes Pak Colorado l I—
attractions
, y ■, ■, Rocky Mountain Natan_ 40.3%
OK •• •••,■ Lyons.C0115565599 33.1%
2018 2018 2018 2018 2019 2019 2019 2019 2020 2020 2020 2020 2021 2021 2021 2021 2022 Loveland C011S5655% _22.4%
Qtr 1 Qtr 2 Qtr 3 Qtr A Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qn 2 Qtr 3 Qtr 4 Our Qtr 2 Qtr 3 Qtr 4 Qtr 1
s vs. Non-Hotel Visitors 0% 50% 100%
ng time spent, origin market, attractions LENGTH OF STAY 1.9
PLACE OF STAY TOP 5 ATTRACTIONS VISITED
Time spent at each POI type Average 7f of Attractions visited 4.14
trghwey 34 Cooldor 61.2%
fall River Corridor M 59.6% DM,tw 1 Estes Part
The Stanley 19.9% Moraine A-Corrd., —54.0%
Lin (e.g., In—state. vs. Out—of—state.) YMCA of the Rockies = 10.6% wghway T Condor —49.6%
Estes Park Resat .6.6% Stanley Marketpiace —428%
ng day of arrival, attractions visited so» Beaver Meadows Eno- 23.2%
�N
vl'd— 0% 50%
Hotel Visitor 16.3% vwtorz
tits and Duration Summary Profile Lodging-Attractions-Regions Trip Details Origin Markets Origin Map Profile by Origin Trends Activiti
Destination 40�A
Exhibit "A"
' ROJECT COSTS
)estination Analysts' estimates the following costs to provide location data analysis of Round Rock visitors for CY2019 &
>022-2023. These costs are based on the methodologies described earlier.
Project Cost
Mobile Geo-location Data Analysis of Round Rock Visitors: $70,760
• Dashboard Development, Setup & Monthly Data for 36 months (CY 2019 & 2022-2023)
Note: Additional cross -tabulations, data analysis and/or reporting outside of the scope of work presented
within this proposal is available for an hourly rate of $225.
AGE, PERCEPTION & Destination 4 Analysts
WARENESS STUDY
DEEP ACTIONABLE DEFENSIBLE TIMELY
Exhibit "A"
MAGE , PERCEPTION & AWARENESS STUDY:
' URVEY OF LEISURE TRAVELERS & IN - DEPTH INTERVIEWS WITH
AEETING & SPORTS PLANNERS
:)r the Image, Perception and Awareness Study, Destination Analysts recommends an online Survey of Leisure Travelers to provide quantitat
ieasurements of Round Rock's key destination brand drivers and develop profiles of aspirational visitors to Round Rock, as well as measure
wareness and perceptions of potential visitors to:
City of Round Rock
Austin Metropolitan Area
State of Texas
EVELOPMENT OF SURVEY QUESTIONNAIRE
forking closely with the City of Round Rock, Destination Analysts will develop and design the survey questionnaire to address the study's pr
search objectives. Once the survey questionnaire is finalized, Destination Analysts will program and test the online survey instrument. Desth
nalysts implements a thorough internal testing process for online surveys to ensure that the survey instrument is flawless and ready for distri
>nce the online survey is finalized and approved by the City of Round Rock, it will then be distributed to travelers who fit the respondent pi
trough Destination Analysts partner sample provider.
Exhibit "A"
MAGE , PERCEPTION & AWARENESS STUDY:
' URVEY OF LEISURE TRAVELERS & IN - DEPTH INTERVIEWS WITH
AEETING & SPORTS PLANNERS
AMPLING PLAN
estination Analysts recommends the Survey of Leisure Travelers be distributed to a sample of in-state residents as well as a nationally
presentative sample of out-of-state residents. The national representation would provide a more holistic look at leisure travelers and their
cidence and likelihood of visiting Round Rock, Austin and the state of Texas for leisure purposes. We recommend a minimum sample of 1 ,2
-)mpleted surveys. 600 completed surveys will be collected from Texas residents and 600 completed surveys will be collected from out-of-s
�sidents.
urvey respondents will be screened for basic traveler behaviors to meet the following requirements:
Age 21 and older
Primary or shared responsibility of travel planning
Took at least one leisure trip in the past year of 50 or more miles away from home
Exhibit "A"
MAGE , PERCEPTION & AWARENESS STUDY:
' URVEY OF LEISURE TRAVELERS & IN - DEPTH INTERVIEWS WITH
AEETING & SPORTS PLANNERS
qualitative research can yield deep and powerful insight into opinions and perceptions about a destination. As part of the Image, Perceptic
wareness Study, Destination Analysts recommends qualitative research via in-depth interviews with meeting and sports planners. This will p
sights relative to meeting/conference planners and sporting events and provide a means to delve far into perceptions of and associations
ound Rock, adding depth to the quantitative survey findings.
-ie meeting and sports planners who will participate in the in-depth interviews will include a mix of those who have planned a meeting/spc
vent in Round Rock as well as planners who have not planned a meeting/sports event in the destination. For this component of the research
quest the City of Round Rock's assistance in securing participants via its meeting and sports planner clients and potential clients. Destinatio
nalysts will also recruit meeting and sports planner participants through our existing research panel. All meeting and sports planners will b
)mpensated for their time. Destination Analysts recommend conducting a minimum of 12 in-depth interviews.
Exhibit "A"
MAGE , PERCEPTION & AWARENESS STUDY:
' URVEY OF LEISURE TRAVELERS & IN - DEPTH INTERVIEWS WITH
AEETING & SPORTS PLANNERS
addition to a screener questionnaire that must be completed by meeting and sports planners, all potential participants will complete
dditional screening via phone interview. If selected for the project, participants will also take part in a five-minute pre-interview technical
ieck at least 24 hours in advance of their scheduled interview.
cost-effective alternative to traditional methods, in-depth interviews via online video conference allow the same level of engagement with
articipants while saving travel and facility rental expenses. Respondents are more comfortable in their own environment, making them more
pt to share their feelings in greater depth. They also have the time and are in the appropriate environment to think deeply about their
pinions. Up to 6 City of Round Rock staff and/or stakeholders may observe the in-depth interviews in real-time online and pass questions t
ie moderator via private chat function.
Exhibit "A"
' ROJECT COSTS
)estination Analysts' estimates the following costs to conduct the Image, Perception & Awareness Study:
Project Cost
Image, Perception & Awareness Study
• Survey of Leisure Travelers (n=1 ,200) $38,850
• In-depth Interviews with Meeting & Sports Planners (n =12)
Note: Additional cross -tabulations, data analysis andlor reporting outside of the scope of work presented
within this proposal is available for an hourly rate of $ 225.
Destination
ROUND ROCK City of Round Rock
TEXAS Agenda Item Summary
Agenda Number:
Title: Consider executing Supplemental Agreement No.2 to"City of Round Rock
Agreement for Professional Consulting Services related to a Tourism Impact Study
with Destination Analysts"
Type: City Manager Item
Governing Body: City Manager Approval
Agenda Date: 12/9/2022
Dept Director: Chad McKenzie
Cost: $109,610.00
Indexes: Hotel Occupancy Tax Fund
Attachments: Suppl 2 to Destination Analysts 1114 22
Department: Sports Management&Tourism
Text of Legislative File CM-2022-306
This Supplemental Agreement No. 2 is for Professional Consulting Services related to a Tourism Impact
Study with Destination Analysis.
Cost:$109,610.00
Source of Funds: HOT Funds
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