Request for Proposals. National Association of State Departments of Agriculture. Trade Show Management. March 15, 2018

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Cory Quinn
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National Association of State Departments of Agriculture 4350 North Fairfax Drive Suite 910 Arlington, VA 22203 Tel: 202-296-9680 Fax: 703-880-0509 www.nasda.

facilitate evaluation of two trade show pavilions per year with NASDA in partnership with USDA s Foreign Agricultural Service (FAS) through its Market Access Program (MAP).

1 National Association of State Departments of Agriculture 4350 North Fairfax Drive Suite 910 Arlington, VA Tel: Fax: Request for Proposals National Association of State Departments of Agriculture Trade Show Management March 15, 2018 Objective The objective of this contract is to successfully plan, implement and facilitate evaluation of two trade show pavilions per year with NASDA in partnership with USDA s Foreign Agricultural Service (FAS) through its Market Access Program (MAP). The contract would be for a three-year term, contingent on MAP funding. Deadline for Proposals: April 13, 2018, 5:00 pm ET To Whom Proposals and Questions Should Be Submitted: Megan McDonald Director, International Trade Programs NASDA megan@nasda.org Background NASDA is a non-partisan, non-profit trade association representing the fifty state and four territorial departments of agriculture. NASDA grows and enhances agriculture by forging partnerships and creating consensus to achieve sound policy outcomes between, the federal government, and stakeholders. NASDA and NASDA members have been actively involved in export promotion for more than thirty years. Trade shows have been NASDA s primary vehicle for export promotion. NASDA receives funding from USDA s Foreign Agricultural Service (FAS) for export promotion activities under its Market Access Program (MAP). The relationships with the marketing staff of NASDA members play an integral role in NASDA s export promotion. NASDA began working in partnership FAS in the early 1980s to hold a domestic, export-focused trade show for consumer food products. The goal was to combine the outreach of state

2 department of agriculture marketing staff, funding from FAS, and the global support network of FAS overseas offices. NASDA and FAS began conducting trade shows in In the early 1990s, it was recommended that NASDA seek a partnership with a larger, already successful event organized by a group motivated to seek an international audience NASDA began working with the National Restaurant Association (NRA) in 1998 with NASDA s creation of an export focused pavilion inside the NRA Show branded on the American Food Fair (AFF). NASDA also assists NRA with international attendance promotion. NASDA began working with the World Trade Center Miami (WTCM) in 1995 to promote show attendance for their food focused trade show now known as the Americas Food and Beverage Show (AFB). NASDA and the WTCM agreed in 2005 that NASDA would produce the USA Pavilion at the AFB event. More information on the pavilions is detailed below. AFF USA Pavilion Key Partners NRA, FAS WTCM, FAS Overall show net exhibit space (square feet) 700,000 45,000 NASDA Pavilion net exhibit space (square feet) 13,500 14,000 Exhibit space cost/square foot (for NASDA) $27.96 $18.50 Exhibit space cost/square foot (for exhibitors) $34.95 $30.00 Approximate space revenue $470,000 $450,000 Total Attendance 68,000 10,000 International Attendance 5,000 2,600 Minimum Resources Required for Intl. Attendance Promo + Included in exhibit space cost $105,000 + Contractually committed to partner group as a minimum contribution by NASDA NASDA is interested in integrating more technology in our programs to improve efficiency and optimize the exhibitor and attendee experience. Technology capabilities will be heavily considered in proposal evaluations. Contractor Responsibilities and Deliverables The relationship between NASDA and its trade show management company is more than a sales agent agreement. The management company will be in close contact with NASDA staff on all aspects of the NASDA trade show events. The management company and NASDA staff will, at all times, work together as an integrated team. The management company is responsible for: A. Strategy Identifying and refining goals for upcoming events. Page 2 of 5

3 Exploring alternative formats and approaches to exhibits, events, and education opportunities. Exploring and analyzing potential new opportunities. B. Pre-Show Planning Developing timelines and establishing detailed budgets (in conjunction with NASDA). Projecting revenues and expenses. Forecasting revenue growth and controlling expenses. Determining and refining exhibitor product categories, while identifying those with the most promise to generate revenue, and succeed in each show. C. Market Research Obtaining and managing prospective exhibitor data. Refining a target list of likely exhibitors. Working harmoniously with NASDA s trade show partners (NRA, WTCM, FAS, etc.) to create complementary event marketing strategies. Maintaining an open and creative view of alternative approaches to all aspects of the shows. D. NASDA Members and Marketing Staff Establishing relationships with state department of agriculture marketing staff in order to facilitate exhibit space sales and place support state pavilions within NASDA s pavilions. Interacting with NASDA Members. E. Exhibit Sales Developing a strategy and individual marketing plans for each show (in conjunction with NASDA). Implementing the marketing plans including: data collection and maintenance, telemarketing, print and direct mail, e-communications, etc. Preparing and providing regular sales reports to NASDA. Providing excellent customer service to NASDA, exhibitors and others including: o Timely response to all inquiries. o Processing contracts, exhibit payments and invoices. o Maintaining the master floor plan. o Generating exhibit directory listings. o Working with NASDA to maintain NASDA trade show web pages. o Working with NASDA to develop and distribute education materials as needed. o Distributing Exhibit Services Kits, exhibit registration information and forms. F. Education Page 3 of 5

4 Identifying, selecting, and developing educational topics and programs (or products) that will help NASDA exhibitors achieve successful trade show results and support the development of their export business. G. Operations and Logistics Managing the relationships with selected vendors for pre-show planning, on-site logistics and post-show evaluation. Serving as liaison with each show s general contractor. Attending meetings or calls with general contractor and other vendors as needed. Assisting with procurement processes and working with NASDA to review and analyze options. Liaising with union officials as necessary. Assisting in the development, production and distribution of exhibit service manuals and materials. Working with NASDA to ensure adherence to rules applicable to MAP funding. H. On-Site Management Show operations including move-in, show days, and move-out. Making available appropriate staff to manage all on-site needs. Maintaining oversight of service providers (particularly the show general contractor) to ensure that the correct services are provided including: o Décor o Signage copy, placement, timing o A/V o Refuse collection o Meeting room sets Maintaining appropriate contact with NASDA staff and exhibitors. Ensuring that NASDA exhibitors have appropriate and functional access to show registration. Ensuring that exhibit rules are respected and provide clarification and correction as needed. Supervising photography and the collection of on-site testimonials. I. Post-Show Developing, collecting, and analyzing on-site exhibit surveys. Developing surveys of international attendees. Reviewing invoices from vendors. Securing feedback from other partners (such as FAS). NASDA Responsibilities and Deliverables NASDA will work closely with the show management company to: Page 4 of 5

5 Ensure that the management company has the knowledge and support necessary to work with NASDA members and their staff. Adjust strategies, plans and budgets to reflect changes required by the MAP funding or strategic plan. Make prompt payment for services rendered by the show management company and other vendors Promptly share information regarding developments affecting funding from FAS. Expected Budget Outlay Please submit a proposed budget for the activity. Proposed Timeline Contractor selected by May 1, Contractor to begin providing services May 15, Proposal Requirements Legal Name Year of Incorporation Number of Employees Company History (including experience in the food sector and international business) A description of all services proposed addressing each of the areas of responsibility detailed above Examples of our technology can be used to improve efficiency and the exhibitor and attendee experience Examples of how your event team works with partners to establish clear communication and effective strategies Statement certifying that company meets the Equal Employment Opportunity and Civil Rights requirements of USDA A summary of company partners including outside management consultants, service contractors, registration companies, housing services, etc. References Notation of any potential conflicts of interest Notation of any possible timing conflicts Fee Structure Page 5 of 5

A TASTE OF THE STATES

2017 A TASTE OF THE STATES USA PAVILION AT THE 21 ST ANNUAL AMERICAS FOOD & BEVERAGE SHOW AND CONFERENCE SEPTEMBER 25-26, 2017 MIAMI BEACH CONVENTION CENTER FLORIDA, USA Sponsored by COMBINED FORCES CREATE