BRANDING RFP ISSUED BY CITY OF SAINT CHARLES, MISSOURI

2021-03-04 by JamesD

Phase 1 of the branding/marketing campaign will be to focus on the development area of Riverpointe. Development in this area is beginning and Riverpointe will serve as the cornerstone of the area and future surrounding developments. This exciting new mixed-use development will encompass nearly 120 acres when completed. It will include over one mile of enhanced, relocated Katy Trail. The land is located adjacent to I-70 and the successful Streets of Saint Charles development. In addition, it is in walking distance to Ameristar Casino and our Historic Main Street district. Riverpointe, itself, will be developed in three phases as illustrated below. The branding of this development will need to set the tone for future phases and additional economic development projects that are happening in the area.

Phase 2: Phase 2 of the marketing/branding campaign will be to encompass the next adjacent areas of development into the plan. These include Historic Main Street, the ACF (American Car Foundry), and Frenchtown areas. Including all of these areas, the “development” encompasses the area along the riverfront from Interstate 364 to Interstate 370. In some planning and discussions among City staff, this area has been named and referred to as “Riverwalk,” with the various areas being referred to as “Riverpointe at Riverwalk”, “Main Street at Riverwalk”, etc. The City isseeking input into this direction, as to whether Riverwalk is the right name, or if this is even the right approach to the marketing campaign.

Phase 3: Phase 3 of the marketing and branding campaign would bring together the above phases into the overall marketing and branding of the City. The City envisions this phase to be many years down the road, but wants to explore the option and ensure that the brand of the City is being properly presented. The current logo and brand identity of the City was developed in 2010. The four quadrants on the logo represent the River, the French influence of the area, parks and trails, and historic Main Street.

Background:

Historic Main Street is well established and known in the area. There are areas for continued growth and development, with empty storefronts, but this section of the plan is an area for which Saint Charles is known and sees over a million visitors per year. It is currently the center of the City’s Tourism marketing. The American Car Foundry property (ACF) has over 22 acres on over one mile of riverfront. There is 525,000 square feet of space ready for redevelopment, including 96,000 square feet of office space and 429,000 square feet of industrial renovation opportunity. The Foundry Art Centre sits at the edge of this property and has recently been brought under the management and direction of the City’s Convention and Visitors Bureau. The Foundry Art Centre resides in what was once a train car factory; a 1920’s structure formerly owned by American Car & Foundry. Rather than demolish the 36,800 square foot building, the community of St. Charles worked tirelessly to complete a $2.2 million renovation and opened the region’s premiere, interactive, interdisciplinary art center in the spring of 2004. As a vibrant home to the arts, the Foundry Art Centre raises awareness and appreciation of the arts throughout the region. Alive with activity, the Centre’s programming reinforces the importance of the arts and helps ensure that arts and culture remain vital. Artists, patrons, young people and the community at large continually find new ways to interact at this unique facility. In addition, Climb So ILL recently moved into The Steel Shop at the ACF Property. The Steel Shop was built in the late 1800s to manufacture rail cars. After years of numerous occupants, Climb So ILL has renovated the space into a modern, state of the art climbing gym for the community. Frenchtown The commitment to revitalize the Frenchtown community has been in motion for several years. Starting on January 13, 2003, HyettPalma completed the first Frenchtown Economic Enhancement Strategy approved by the City of St. Charles Council. The community’s vision and the market analysis results were used as the foundation to develop an economic strategy to further strengthen Frenchtown and future developments. In 2018, the Frenchtown Revitalization Partnership established an organization comprised of members representing a comprehensive voice and effort of the revitalization of the Historic Frenchtown Business District and expanded community (extending to the 370 interchange). HyettPalma was invited back in October of 2018 to reassess and provide recommendations for the city moving forward. The results of the study can be view/downloaded here: https://frenchtownstcharles.org/wp-content/uploads/2019/04/Frenchtown-Audit-PDF-HyettPalma-Study.pdfHyettPalma is the community development agency engaged to provide the outside counsel and best recommendations for Frenchtown revitalization efforts.

The City was recently able to have a Great Streets project and plan developed for the Frenchtown area. The objective of the Great Streets project was to create a framework that will connect the Frenchtown area to the Missouri River and Main Street, maximize existing public assets, build district resiliency, create places for the community, enhance the Frenchtown brand and reflect the vision of the people in the neighborhood. The full Great Streets report can be found on the City’s website at: https://www.stcharlescitymo.gov/929/Frenchtown-Great-Streets-Project

Scope of Work:

The City of St. Charles, MO is seeking a provider to develop Brand identity for the Riverpointe project and beyond and tie in current and future planned projects along the riverfront. The goal is to ensure proper marketing of the City as a premier tourism destination, generating sales tax for continued economic growth. Project Description: Phase 1: Create Brand identity for the development of RIVERPOINTE, a new mixed-use development along the St. Charles Riverfront, encompassing nearly 120 acres. Phase 2: Expand this branding campaign to include adjacent areas of development. Phase 3: Bring together both phase 1 and 2 into the overall branding/marketing of the City and offer suggestions. The City is looking for a plan and guidance on how the overall branding of the City should change and develop based on the outcomes of Phase 1 and 2 of this plan. IV. Project Scope The scope of this project includes all “Brand” concepts, development, design submissions, recommendations and marketing guidance/assistance throughout the project. The selected vendor will be responsible for planning and conducting a thorough market portfolio with information provided by the City of St. Charles. This information to include demographics of current residential base and visiting tourists. V. RFP and Project Timelines Request for Proposal Timeline: All proposals in response to this RFP are due no later than 2:00 pm, City time, on Friday, March 19th 2021. Clarification requests to this shall be submitted in writing to the City’s Purchasing Manager, Willie Hantack, via email to purchasing@stcharlescitymo.gov. Note: Answers to questions and/or clarification will be posted to the City’s website at: https://www.stcharlescitymo.gov/bids.aspx. Review and evaluation of proposals will be conducted from March 22nd through April 2nd, 2021. If additional information or discussions are needed with any vendors during this 2 week window, the vendor(s) will be notified. The selection decision will be made no later than April 9th, 2021.

Due Date:

2:00 p.m. on Friday, March 19, 2021.

Address:

City’s Purchasing Manager, Willie Hantack, via email to purchasing@stcharlescitymo.gov.

Relevant agencies include Finn Partners and Zeno Group.