Item Number:  5d_Attach_1 
Date of Meeting: June 5, 2012 
Exhibit A 
Proposed Concessions Marketing Procurements 
Contract Name    Scope Summary        Anticipated  Category &    RDR/Project    Timeline 
$           Length         Lead 
Graphic Design &   Develop graphic identity  $400,000     Cat III, 3 years   Bonnie Darch,    June-
Marketing*       for terminal signage,     (approx.                Concessions     August
printed advertising and   $133,000                Manager        2012 
other materials.        annually) 
Coordinate with other
vendors for consistent
brand. Includes spot
production for radio,
television, copy services
as needed. 
Website        Day-to-day web       $500,000    Cat III, 5 years   Bonnie Darch,    June-
Management,    management functions,  (approx.              Concessions    August
Technology      site hosting, software &   $165,000              Manager       2012 
Innovations, Social  database development,   annually) 
Media*         develop interactivity and
other technology tools to
drive business to
concessions locations. 
In-Terminal*      Develop in-terminal     $300,000     Cat III, 3 years   Castina Ridge,    Sept-Nov
Programs        holiday program       (approx.               Concessions     2012 
including other seasonal   $100,000                Specialist 
events               annually) 
Media Planning    Recommendations on    $200,000    Cat II, 3 years    Castina Ridge,    Sept 2012 
Services          media placements to     (approx.                  Concessions
meet stated goals,       $65,000                 Specialist 
negotiate with media    annually) 
vendors for the best
rates for
concessionaires. 
Strategic Advisor   Provide overall guidance  $150,000     Cat II, 3 years    Bonnie Darch,    Nov-Dec
and Media      on marketing issues,    ($50,000              Concessions     2012 
Relations        prepare annual        annually)                 Manager 
marketing plan in
collaboration with staff.
Collaborate with Port
staff to establish a
proactive media
relations. 
"Secret Shopper"   Develop and execute    $200,000     Cat II, 5 years    Castina Ridge,    Nov-Dec
Customer       program to evaluate    (approx              Concessions    2012 
Service/Quality    customer service,       $65,000                 Specialist 
Assurance       product quality,       annually) 
Program        cleanliness and
adherence to street
pricing. 
*Requires Commission Authorization