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CM-2014-532 - 9/12/2014City of Round Rock PDUND PDU rexas Agenda Item Summary Agenda Number: Title: Consider executing a Consulting Agreement for Economic Impact Analysis on two Downtown Events during 2014 by Sarah T. Page Consulting, LLC. Type: City Manager Item Governing Body: City Manager Approval Agenda Date: 9/12/2014 Dept Director: Will Hampton, Communications Director Cost: $4,999.00 Indexes: General Fund Attachments: Department: Administration Text of Legislative File CM -2014-532 Ciyo{RounJRock Pagel Pnnk on WIM010 raw CONTRACT APPROVAL FORM FOR CITY MANAGER ACTION Required for Submission of Specific City Manager Items Department Name: MMnesason Project Name: E wmk Impaa Melpis Agreemea Project idgr/Resouree: NAZI Hampton ContractofNendar: Sash T. Pape x�City Manager Approval CMA Wording Conskler esecusng a Consulting Agreement for Economic ImPaC[Analysls on two Downtown Events dudrp 2014 by Sereh T. Page Consulting, LLC. Approval ��/�i� X❑Employee EE Bowden v — —Hate August 27, 2014 SARAHT. CONSULTINGII LL CONTRACT FOR SERVICES 1. Sarah T. Page Consulting, LLC will contract with the City of Round Rock (Client) to provide a package consisting of economic impact analyses and consumer research on the 2014 Chalk Walk, Dia de los Muertos, and Music on Main events. 2. The Client agrees to pay Sarah T. Page Consulting, LLC for the performance of the services. The fee is $4,999. 3. Sarah T. Page Consulting, LLC will submit a final invoice following submission of the findings on each event. Payment is due within 30 calendar days of the receipt of the invoice. 4. Any additional expenses not specifically mentioned in this proposal will not be billed unless agreed to by both the Client and Sarah T. Page Consulting, LLC in writing as a contract addendum. 5. Either party may terminate this contract with advance written notice. If this contract is cancelled by the City of Round Rock within the 30 day period immediately prior to each event, a cancellation fee of 25 percent will be charged. Accepted and agreed to on this Aday of 2014. By: Title: Sarah T. Page Consulting, LLC bO-k�l PO-� Sarah Page, Principal Date: August 26, 2014 �j. eM-at��-�3a DOWNTOWN ROUND ROCK ECONOMIC IMPACT ANALYSIS & CONSUMER RESEARCH PACKAGE SARAH T. CONSULTING, LL Sarah T. Page Consulting, LLC is submitting this proposal to provide a package of economic impact analyses and consumer research studies on downtown events during 2014. The studies will provide the City of Round Rock with valuable data on consumer spending and their preferences so that effective marketing and budgeting decisions can be made. A menu of potential services is included for your consideration. We look forward to the opportunity to work with you. Sm�ft DOWNTOWN ROUND ROCK ECONOMIC IMPACT ANALYSIS & CONSUMER RESEARCH OVERVIEW Downtown Round Rock (Client) has requested a package of economic impact analyses and consumer research studies on downtown events held during 2014. Sarah T. Page Consulting, LLC uses IMPLAN software to calculate the impacts on festivals and events. IMPLAN's model is based on the local economy in the county where the event is held. SurveyMonkey would be used for the consumer studies that do not involve visitor spending. The economic impact analyses will provide data on the direct and indirect impacts on the local economy as a result of attendee spending. Detailed information will be included on how the spending impacted the lodging, restaurant, and retail sectors of the economy, as well as the number of full time equivalents (FTEs) that were created due to spending during the event. In addition to the economic impact information, these studies can provide important market research that can help guide future marketing campaigns for these events. The data will show specifically where attendees to the major events are coming from and how they found out about them. This will help refine and target advertising efforts and make any ad buys more effective. The consumer research studies will provide data on preferences for downtown events that can make existing events more appealing or provide direction for potential new events or downtown offerings. The specific services are described in detail in the following pages. "I would like to hake the time to express my gratitude and commendation to Sarah Page . Jar her exceBer M professionalism ormknowledge in the Economic ImpactAndiysls industry. Even though our event. was the first of many, she was able to help our team understand the importance of event spending and the impact of those dollars cycling into our. community" Kristin Brown City of Round Rock Special: Events Coordinator "Burnet County Commissioners were so impressed with the Economic ImpactA004TIt Sarah Page assisted aur local event coordinators with in M10, that they opted to request an EA _ from event coordinators In the future. Event applicants who indicated they'd execute an EIA for their event got higher consideration for funding because the EIA helps justify the county's efforts to appropriately award hotel occupancy tax." Teri Freitag Tourism Director/P10 Burnet County, Texas PROPOSAL Products This proposal includes economic impact analyses on two large downtown events — Chalk Walk in October and Dia de los Muertos in November. A possible third event is the Rock'N Lights Holiday Light Tour. This would involve a partnership between Downtown Round Rock and the Parks and Recreation Department to determine the economic impact of the event, and to gauge awareness of downtown and its offerings. Pricing on this event is not included in this proposal, but could easily be provided at a later date. The second component of this proposal includes consumer research on two downtown events that have a more local draw — Music on Main (Thursday evenings in April and May) and Movies in the Park in August. The goal of these studies is to determine local attendee preferences regarding Music on Main and Movies in the Park, and to identify preferences and motivators that could be used to improve other downtown events (or even create new ones). The studies can also identify preferences on business-related preferences such as business type, hours of operation, consumer shopping habits, and more. Planning Prior to conducting each of the studies, Sarah T. Page Consulting, LLC will need to meet with Downtown Round Rock staff to discuss the questionnaire, surveying plan, sample size, and the use of either volunteers or contracted staff to do the surveying. This meeting should last approximately 1 hour and should be conducted in person. In addition to the on-site meetings, Sarah T. Page Consulting, LLC will be available for follow-up discussions with the Client via phone and email, as well as meeting in person if deemed necessary by the Client. Final Deliverable The final deliverable for the economic impact analyses will be a written document that details the impacts on the local economy due to attendee spending. The reports will include tables and graphs as well as narrative description. Mapping can be included for an additional fee. Mapping not only details where the attendees travel from, it is valuable because it can prove the effectiveness of geo-targeted marketing and advertising. It also can provide insight on potential regions where marketing might be expanded. A written report detailing the findings of each consumer research study will also be provided. Expected Results The economic impact analysis will provide the Client with current data based on actual attendee spending. This information can be used in a variety of ways by the Client and by entities that provide funding. This data can be used for the following: •' Demonstrate the importance of tourism and community development to elected officials and to the general public Target future marketing efforts Validate hotel occupancy tax investments Help attract sponsors Prove ROI Demonstrate good stewardship of public funds Pave the way for future expansion of the event Helps get local partners and businesses more invested by showing them how they benefit The consumer research studies will provide data on their likes and dislikes of current events, perceptions of downtown Round Rock, suggestions for improvements on current downtown events, ideas for new downtown events and activities, and more. Equipment Sarah T. Page Consulting, LLC can provide the following equipment: Tablet computers for data entry (4) Printed surveys Clipboards + IMPLAN software SurveyMonkey ** The Client should provide the volunteers or contracted staff with something that identifies them as being affiliated with the event. A hat or visor, t -shirt, a pin or badge, or other items are acceptable options. This identifies them immediately as having an official capacity and greatly improves survey response. Survey Options Both the economic impact analyses and the consumer research studies present a couple of different options for executing the survey. They are described below: Paper questionnaires and surveying the attendees at the event Tablet computer questionnaires and surveying the attendees at the event A combination of paper and tablet computer surveying of attendees at the event Collecting E-mail addresses only at the event and surveying with SurveyMonkey post - event If E-mail surveys are used, there are three considerations to be aware of. Since the survey is executed after the event, the results can be more accurate. Attendees will be recalling their spending rather than projecting it. E-mail surveys tend to have lower response rates. Therefore, we will need to over - sample at the event to ensure an adequate response rate to the questionnaire. A prize drawing can dramatically increase the likelihood of attendee participation in the questionnaire. EXPENSES AND FEES The fee and budget items for the economic impact analysis package are described below: Chalk Walk EIA—October Questionnaire development and development of surveying plan Recruitment and training of volunteers or contracted staff On-site surveying of event attendees Data entry and detailed written analysis Purchase of IMPLAN model for Williamson County GIS Mapping SUBTOTAL Dia de los Muertos EIA - 2 weeks Included 2 weeks Included 3 days (includes both events) Included 2 weeks (post -event) Included n/a Included n/a $400 $2,499 November Includes all budget items from $2,100 above with the exception of IMPLAN purchase GIS Mapping $400 The fee and budget item descriptions for the consumer research package are described below: Questionnaire development and development of surveying plan Recruitment and training of volunteers or contracted staff On-site surveying of event attendees Data entry and detailed written analysis Purchase of monthly SurveyMonkey subscription (2 months) SUBTOTAL 2 weeks 2 weeks 9 Thursdays (April & May) 2 weeks (post -event) n/a $1,750 Included Included Included Included Included $1,750 * Movies in the Park - August Includes all budget items from $1,500 •* above (1 month SurveyMonkey subscription) •• Includes only 1 day of surveying SUBTOTAL $1,500 TOTAL $3,250 Fees: The following are the fee structures for each proposed service: * Complete economic impact analysis package for two events with mapping: the fee is $4,999 * Complete consumer research study package for two events: the fee is $3,250 Terms: The Client will pay the total fee for each individual event upon delivery of the final report to Sarah T. Page Consulting, LLC. Sarah Page will submit a final invoice upon completion of each event report. Payment for the invoiced amount is due within 15 calendar days of the receipt of the invoice. All expenses and fees are included in this proposal. If other expenses arise, Sarah T. Page Consulting, LLC will notify the Client as soon as reasonably possible. Any additional expenses not specifically mentioned in this proposal will not be billed unless agreed to by both the Client and Sarah T. Page Consulting, LLC in writing as a contract addendum. The Client will also be responsible to issue applicable tax documentation, such as an IRS Form 1099 to Sarah T. Page Consulting, LLC for income earned. Sarah T. Page Consulting, LLC will provide appropriate W-9 tax documentation including taxpayer ID number upon execution of the contract. QUALIFICATIONS Sarah Page has worked in tourism and economic development for over 23 years. As Principal of Sarah T. Page Consulting, LLC, Sarah provides custom social media training, social media marketing assistance, and economic impact analyses on festivals and events. Social media training ranges from one-on-one instruction to keynote presentations. Social media assistance includes account audits, strategy development, and promotions. The festival/event economic impact analyses help quantify the event's success and prove ROI to elected officials. Sarah is a frequent speaker at regional, state, and national conferences on various tourism and social media topics. Sarah has provided programs and services to local CVBs, chambers of commerce, economic development entities, downtown organizations, non -profits, associations, local governments, and small businesses. Sarah's professional career has included positions with the Texas Department of Transportation, the Texas Department of Economic Development (now housed within the Governor's Office of Economic Development and Tourism), and the Lower Colorado River Authority (LCRA). In her work for LCRA, Sarah created and implemented the highly successful social media outreach strategy for the Colorado River Trail, an 11 -county tourism region in Texas. Her marketing efforts for the Colorado River Trail were nominated three years in a row for the Austin American -Statesman's Social Media Awards. Sarah got her start in 1990 with a degree in Tourism from Texas A&M University. She is very active in tourism and economic development efforts, and has served on several boards and commissions including the Board of Directors for the Texas Brazos Trail Region, the City of Round Rock's Tourism Commission, the City of Round Rock's Historic Preservation Commission, and currently Texas Downtown Association Board of Directors. Sarah is a frequent speaker at regional and state conferences, and at those with national affiliations. Recent out of state conferences include the Michigan Association of Convention and Visitor Bureaus — MACVB (2013), the Social Media Tourism Symposium — SoMeT (2011, 2012), and City -County Communications & Marketing Association — 3CMA (2011). Recent in- state speaking engagements have included the Texas Downtown Association's annual conference (2013), Governor's Small Business Forum (April and October, 2013), Texas xwR'nnc Association of Convention and Visitor Bureaus — TACVB (2012), and dozens of other regional seminars and workshops. As a native Texan, Sarah is very involved in statewide tourism and economic development organizations. She is currently a member of the Texas Downtown Association (TDA), the Texas Travel Industry Association (TTIA), Texas Association of Convention and Visitor Bureaus (TACVB), the International Festivals and Events Association (IFEA), and the Association of Chamber of Commerce Executives (ACCE). Sarah is also active in the Solo PR Pro association which is a resource to professionals in the public relations and marketing industries. Sarah holds several certifications including Professional Community and Economic Developer (PCED) from the Community Development Council, Tourism Marketing Professional (TMP) from the Southeast Tourism Society's Marketing College, and Certified Tourism Executive (CTE) from the Texas Travel Industry Association's Travel and Tourism College. Her work over the years has involved tourism, economic development, marketing, and social media but one thing has remained constant - her passion for helping people. Sarah has worked extensively with small and rural communities - and the businesses and organizations within them - and is devoted to helping them achieve their goals. CONTRACT Upon acceptance of this proposal, Sarah T. Page Consulting, LLC will send a contract for services that outlines the scope of work and associated fees. Separate contracts can be issued for each package of studies.