greater los angeles zoo association capital campaign ......glaza campaign feasibility study rfp 2.20...

GLAZA Campaign Feasibility Study RFP 2.20

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Greater Los Angeles Zoo Association

Capital Campaign Feasibility Study

Request for Proposals

Deadline for Submission: April 27, 2020

SUMMARY

Mission Statement: As the Los Angeles Zoo and Botanical Garden’s 501(c)(3) non-profit advocate and partner, the Greater Los Angeles Zoo Association commits to provide financial and mission support to the Zoo and its programs; raise public awareness about the Zoo; enhance the visitor experience; and steward the investments of visitors, members and donors. The Greater Los Angeles Zoo Association (“GLAZA”) is seeking a qualified independent consulting firm for the purposes of conducting a fundraising feasibility study and internal development audit to assess GLAZA’s current capacity to conduct a comprehensive capital campaign. The purpose of this campaign is to partially fund the first three phases of the Los Angeles Zoo and Botanical Garden’s (“Zoo”) new Vision Plan to transform the Zoo over the next two decades. The campaign will also add to GLAZA’s endowment and maximize resources for other mission-related activities. The feasibility study will be conducted along with GLAZA and Board leadership and the professional Development staff. It will guide GLAZA in creating and implementing a comprehensive plan to secure support from individuals, foundations and corporations to fully meet the organization’s philanthropic potential, deliver on its mission, and expand its impact. We are looking for a partner who is experienced with planning and conducting a fundraising feasibility study and is familiar with the greater Los Angeles area philanthropic environment. The plan should assess our current situation, potential fundraising capacity for a campaign and make recommendations on a strategy to maximize our fundraising efforts. A project budget, timeline and action items should be clearly identified. GLAZA is seeking a creative approach in building and managing a major capital campaign to coincide with the implementation of Zoo’s Vision Plan. We are not looking for a “cookie-cutter”


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approach. We will look carefully at each proposal to ascertain the responding firm(s) that most clearly understand our unique requests. Our objective is to achieve and sustain best-in-class fundraising for capital campaign strategies in the most cost-effective manner possible. We are seeking your expertise to help us ensure we achieve this goal. LOS ANGELES ZOO AND BOTANICAL GARDENS BACKGROUND

The Los Angeles Zoo and Botanical Gardens opened to the public in 1966 in its current location, following the closure of the original Griffith Park Zoo. Open 364 days each year (closed on Christmas Day), the Zoo is owned and operated by the City of Los Angeles. The Zoo is home to a 1,400 animals representing 270 different species, 58 of which are endangered, and sits on 133 acres featuring a botanical collection comprising over 800 different plant species with approximately 7,000 individual plants.

The Zoo is led by Denise Verret, CEO and Zoo Director, the first female African-American Zoo Director in the nation. A Zoo Commission serves in advisory capacity is comprised of five members appointed by the Mayor and one Ex-Officio appointed by the GLAZA Board Chair.

The Zoo is accredited by the Association of Zoos and Aquariums (“AZA”) and the American Association of Museums (“AAM”). The Greater Los Angeles Zoo Association was created in 1963 as the support partner of the Los Angeles Zoo in its mission to nurture wildlife and enrich the human experience. Today, GLAZA operates and manages seven essential departments at the Zoo, including fundraising, membership, publications, volunteers, special events, concessions, and marketing and public relations through an Operating Agreement and various Memoranda of Understanding (MOUs) with the City of Los Angeles and the Department of the Zoo. GLAZA is currently revising the Operating Agreement to clarify its relationship with the Zoo and the City as preparation for the implementation of the Vision Plan.

The last two decades have been a time of tremendous change for the Zoo. In the 90s, the Zoo adopted a $173 million Master Plan Phase I. Since then, through the combined efforts of the Zoo and GLAZA, 11 major capital projects have been completed. We now have new homes for chimpanzees, orangutans and gorillas, as well as elephants, seals, rainforest species, domestic animals and the varied taxa living in our reptile and amphibian facility, the LAIR. We also have a state-of-the-art animal health center, education facilities and a new welcoming entrance. We completed the Master Plan Phase I as of June 2015 and plans have been developed under a new Vision Plan that will take the Zoo forward into the next decades.

At present, more than 1.8 million individuals visit the Zoo each year, including nearly 500,000 school-aged children. With access for all a top priority, periodic surveys conducted of visitors to the L.A. Zoo have consistently shown that visitors are representative of our region’s diverse population, in terms of age, gender, and racial and ethnic diversity. The most recent survey


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conducted in Fall 2019 showed that visitors were 57% Persons of Color (Asian 11%, Black/African American 7%, LatinX 37%, Native American 2%), 42% White, and 2% Other (total is over 100% due to rounding), and an estimated 56% were from low-income households (as defined by HUD poverty guidelines).

The Zoo has a sterling reputation for its leadership role in conservation work with endangered species such as the California condor, Berrengo antelope, and Southern mountain yellow-legged frogs among others. It is a cultural institution without parallel among Los Angeles’s other cultural institutions.

GREATER LOS ANGELES ZOO ASSOCIATION BACKGROUND

For over 56 years, the non-profit Greater Los Angeles Zoo Association (“GLAZA”) has been an integral partner of the Los Angeles Zoo. GLAZA is managed by President, Tom Jacobson, and employs 46 full-time and 15 part-time employees. Governance of GLAZA is overseen by a 31-member Board of Trustees who are engaged and dedicated to our mission to create the finest cultural institution in Los Angeles. GLAZA’s FY20 Annual Budget is $20.8M of which $6.8M goes directly to the Zoo and $14.0M supports GLAZA's operations and revenue generation activities. Over $13M is generated from fundraising activities. GLAZA has raised substantial funds for exhibits, capital projects, conservation, education and community outreach programs at the Zoo. GLAZA’s contributions to the LA Zoo in the last two decades include:

• contributing more than $45 million to the Master Plan Phase 1 including: o contributing more than $19.3 million for the new, state-of-the-art Elephants of

Asia exhibit • raising nearly $24.7 million in the last 10 years to fund Zoo programs and exhibits

including: o New Bird Show Theater, Carousel, Cape Griffon Vulture, Kookaburra, Swan and

Parakeet Aviary exhibits, new mesh for orangutan and chimpanzee exhibits and Michael Dee Library

• creating SCAN initiative with over $1.1 million to hire new Director of Conservation • providing over $1.2 million in support of Zoo education programs and scholarship

programs • raising over $500,000 in private funds to support the Zoo’s annual L.A. Zoo Lights • providing over $5 million in funds to support conservation programs, animal care and

animal health care with the purchase of essential equipment including digital radiography and portable ultrasound machines

• managing the largest membership program among all Los Angeles-area cultural institutions. Current GLAZA membership includes 54,000 households, representing


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nearly 250,000 individuals who support the Zoo through annual dues, additional donations, concessions and retail purchases and advocacy

• investing and managing more than $24.7 million in endowment funds contributed by members and donors to benefit the Zoo

• promoting nearly $50M in bonds to realize the Zoo’s Master Plan, including the Gottlieb Animal Health and Conservation Center, the Children’s Discovery Center, Chimpanzees of Mahale Mountains, Red Ape Rain Forest, Campo Gorilla Reserve, Winnick Family Children’s Zoo, Reptile House (LAIR) and the Zoo’s permeable waste water parking lot surface

• creating one of the largest and most-respected docent programs in the country with a volunteer work force of over 500 individuals

WHY ZOOS MATTER

The world around us is changing fast. Species of wildlife are facing global extinction on a massive scale. About 41 percent of all amphibian species and 26 percent of all mammals are now threatened with extinction, and fully half of the world’s primates — our closest relatives — teeter on the edge of existence. We face the loss of one in eight of all bird species. Overall, the extinction rate has increased a hundred-fold over the last century. One million plant and animal species are on the verge of extinction, with alarming implications for human survival, according to a United Nations report issued in 2019. Zoos are in a unique position to make a difference. Zoos are focused on offering the very best possible nutrition, enrichment and environment for animals in their care.

The many committed people at zoos care deeply about animals, working with an incredible variety of species, from one-celled creatures to elephants. Zoos’ ongoing research on behavior, reproductive biology, nutrition, animal health and genetics is valuable to wildlife managers, field researchers and other scientists. Zoo professionals are experts on breeding small populations of endangered species and that knowledge, too, has become valuable to scientists working with wildlife populations.

People learn at zoos in formal classes, lectures, camps, teacher workshops, zoo tours, overnights and outreach programs. Informally they learn from keeper chats, docent volunteers, interpreters, signage and special exhibits. Most important, they learn from observing zoo animals and these experiences help to build empathy for our planet. Zoos are a place where families can have unique experiences together every time they visit. Today's families are more conscious than ever of the need to teach their children about the natural world and respect for living creatures.


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We are in the midst of a major evolution in zoos as we know them. In recent years, progressive, thought-leading zoos have already begun to lead the transition from a recreation-centered, wholesome fun family experience to what could be described as a conservation experience. Although many zoos have long viewed on-site and off-site conservation programs and research as essential to their core, even more now than ever, these programs are taking on a much higher level of import in the day-to-day activities of zoos. Simply, zoos’ intrinsic goals are to save animals from extinction.

What we have learned in zoos has also been used to treat and benefit animals in the wild. We are transferring research findings from our reproductive management experts, endocrinologists, veterinarians and other scientists to the field to help address the health needs of endangered species.

Modern zoos are science-based organizations that actively partner with other conservation organizations in the war against extinction.

Still, there are zoo detractors who feel that zoos should not exist, that species should be left to die out without human intervention, or for some, their idea of a zoo is still “animals locked in cages with bars.” Attachment A is a 2018 Public Opinion Study provided by Prime Group regarding Los Angelino’s feelings about the Zoo and other cultural institutions. Attachment B is a 2018 national survey conducted for the Association of Zoos and Aquariums about zoos. In both surveys the overall favorability towards zoos hovers in the mid 60% range with some considerable drops nationally in the last five years. However, in Los Angeles, a high percentage of the general public has no objection to animals in zoos and aquariums this has held relatively steady.

The Zoo also suffers from not having a strong brand in our community and there are still quite a number of people who don’t know that Los Angeles has a Zoo.

VISION PLAN

Between 2016-2018, the Zoo developed a new Vision Plan to address outdated buildings and infrastructure, to upgrade animal care and guest amenities, and to ensure the Zoo’s continued transformation into a world-class zoo. The Vision Plan foretells opportunities to reduce the Zoo’s carbon footprint and the use of natural resources by building in sustainable capacity wherever possible. The Zoo’s animal care and breeding programs at home and our conservation initiatives abroad have earned special recognition from the Association of Zoos and Aquariums (AZA) in 2016 and 2017. The Vision Plan fully supports the Zoo’s continuing efforts to make direct impacts on animal conservation around the world and achieve the highest level of care for the animals living at the Zoo.


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The new Vision Plan is a road map to the future, leading to the complete development of all 133 acres of Zoo property. It touches every aspect of the Zoo, from ticket counter to food counter, from animal enrichment to staff development, and from visitor participation to community involvement. The Vision Plan will lead to the creation of innovative zoological habitats that immerse and enthrall guests, connect our community to nature, and create the next generation of conservation leaders. The Los Angeles Zoo, at this Plan’s completion, will be a model setting the standard for all zoos to follow, connecting people and animals for a richer tomorrow.

A complete copy of the Vision Plan can be found at: http://www.visionplan.lazoo.org/documents/

There will be eight phases to the construction of the Vision Plan over 20 years. The first three phases will be:

PHASE 1: CALIFORNIA, ENTRY COMPLEX, CIRCULATION, PARKING

The new Zoo Entry Complex announces itself as a world-class destination before visitors even enter its gates. The iconic Hollywood-inspired Zoo marquee is enhanced with animated LED panels, while timeless California-style architecture and citrus grove landscaping convey a sense of arrival at this classic Los Angeles location. New operational support facilities put staff where they are needed most to best serve visitors and collaborate effectively. Amenities such as the gift shop, stroller and wheelchair rental, and membership services are now located at the front entrance so that each Zoo visit starts, and ends, with convenience and hospitality. Iconic California species, including an expanded sea lion habitat and new grizzly bear habitat, are welcoming ambassadors that start visitors’ animal experiences right away. A gently sloping and accessible walkway replaces the previous entry’s steps, so families stay together and everyone shares the same experience. At 80 feet wide, the entry promenade doubles its former width, creating a pleasant atmosphere, even on high-capacity days. With a sit-down dining opportunity overlooking sea lions and grizzly bears, visitors are encouraged to linger long enough to watch a sea lion demonstration or enjoy a second drink.

The new 14-acre California takes pride of place at the front of the Zoo, brings the natural wonder of California within reach to millions, and shares our conservation success stories with the world. This expansive site, complete with enhanced and enlarged animal habitats, a new Visitor Center, relocated California Condor Rescue Zone play space, picnic spots, and camping meadows gives local visitors an entirely new way to appreciate their home state. For tourists who make Los Angeles a primary stop on their U.S. or West Coast tours, this one location will provide unforgettable experiences representing all of California. And for the many school groups that rely on the Zoo as a primary gateway to nature, this area will be an authentic and immersive California wilderness experience in the middle of Los Angeles. Along with the new

http://www.visionplan.lazoo.org/documents/


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entry plaza and route for a circulation loop path, new utility trunk lines are integrated at this stage, allowing for future expansion during subsequent phases.

While previous Master Plans have improved the parking lot from the standpoint of sustainability and storm water management, traffic bottlenecks and pedestrian hazards have been left unaddressed. This Vision Plan promotes public safety and increases accessible parking for the community by relocating Crystal Springs Drive to the perimeter of the parking lots.

Circulation will separate visitor and service paths within the Zoo streamlining operations and creating a more enjoyable visitor experience. A new primary path completes a full loop, ensuring a robust visit filled with new sights and sounds throughout the entire stay, with no need to retrace steps.

The new Orientation Plaza offers various options to explore the Zoo, including land tram, aerial tram, improved and ADA-accessible walking routes, and a funicular to reach the California Visitor Center. This improved visitor circulation also improves general Zoo operations: visitor traffic is not confined to an out-and-back path as it was previously; wayfinding is more intuitive; and the overall visitor experience is made more streamlined and enjoyable. All service traffic is separated from pedestrian routes, improving visitor experience and operational efficiencies. The tram shares only 40 percent of its path with pedestrians on the expanded main loop. An aerial tram takes visitors from the Orientation Plaza directly to Africa. It is an easy way to get to the back of the Zoo as well as an unforgettable experience flying over numerous exhibits and vistas.

PHASE 2: ASIA, TREETOPS, NATURE PLAY PARK, RAINFOREST Since the completion of the Vision Plan itself, Zoo leadership has decided to greatly expand the current elephant habitat into the area designed as the “Nature Play Park.” This will greatly expand the elephant habitat from 3.5 acres to 6.32 acres. In the enlarged Asia, the Zoo’s world-class elephant habitat is joined by new facilities to care for tigers, gibbons, and more. Rhinos have expanded habitats, growing the Zoo’s legacy of groundbreaking rhinoceros care and conservation. Orangutans and other equally charismatic Asian animals also make their home here, creating a unified story of Asian biodiversity set among natural and immersive environments.

Treetops Visitor Center is reestablished as the iconic centerpiece of the Zoo in this second phase renovation. Originally designed by famed architect Charles Luckman, whose work includes the LAX Theme Building and the Forum, Treetops fulfills its promise as a world-class destination with food service, gathering spaces, and multi-use rooms.

The Nature Play Park will move to what was designated in the Vision Plan for the “Water” exhibit. A cool, shady hangout in summer and fun playground all year round, the Nature Play Park provides space for kids to play and for their caregivers to visit and relax. Meaningful


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connections to nature — the kind that nurture future conservationists — are best forged during childhood. Access to natural areas and the presence of supportive family members while exploring nature are key ingredients to developing this lifelong bond. Naturalistic play structures frame the Nature Play Park experience, featuring walkways, slides, balancing activities, and climbing structures. Water play helps kids cool off on hot summer days.

Rainforest will be an addition to Rainforest of the Americas which has two key messages: all living things need a home, and the rainforest is home to some of the world’s most diverse and astonishing species. Rainforest augments the visitor experience with an interpretive center, part market, part outdoor classroom. This interpretive center tells conservation education stories, teaches about sustainability, offers close-up animal interactions, and provides a range of food and other service options. Interactions with ambassador animals, immersive habitats, and compelling stories will ensure visitors leave both awestruck and informed.

PHASE 3: AFRICA AND SERVICE CENTER

Whether visitors arrive via the new aerial tram, by land tram, or on foot, Africa transports everyone to another world. At an expansive 15 acres, Africa represents the Zoo’s greatest transformation. Largely untouched by the previous Master Plan, these 50-year-old spaces will be transformed with natural environments, open vistas dotted with rocky outcroppings, and a thatched-roof African Visitor Center. Visitors will stroll through multiple ecoregions, from the African forest to savanna, populated with ever-changing animals and mixed-species groupings. Future conservationists will be inspired by animal interactions as well as behind-the-scenes encounters with animals and animal keepers. With interior classrooms, event spaces, and a gracious veranda overlooking the savanna, the Visitor Center will be a one-of-a-kind event destination, while views from both the aerial and land trams provide unique and memorable perspectives.

Optimizing service areas and circulation, the Vision Plan provides the needed space for service areas, and, for the first time, dedicated service roads and turnarounds for delivery trucks. Dedicated staff parking saves valuable employee time and maximizes guest parking spaces. A new service center increases capacity of the work space seven-fold, from 8,000 square feet to 56,000 square feet, creating space to build, operate, and enhance the Zoo’s operations in ways never before possible. Service areas are consolidated and separated from animal care and visitor areas, keeping noise and unsightly construction away from animals and guests


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COSTS OF FIRST THREE PHASES OF VISION PLAN

It is estimated that these three phases, constructed over the next 10-12 years, will cost approximately $400,000,000. The City of Los Angeles has suggested that it will propose a bond measure for half that amount and would look to GLAZA to raise private funds for the remainder.

GLAZA’s DEVELOPMENT OPERATION

• 8 full-time staff with 31 years of service. Vice President, Institutional Advancement has managed department for 20 years

• Raiser’s Edge Database with over 700,000 active records. Upgraded to NXT in February 2020 to utilize stronger Moves Management matrixes

• Donor Search database with over 100,000 records analyzed in 2018 of which 2,000 records were newly identified in Fall 2019

• Periodic Wealth Engine screenings of a smaller percentage of donor records • A growing legacy society of over 71 individuals • Current expenses are 25.59% within industry standards of 15% - 35%

GLAZA’s OPERATIONAL CHALLENGES

• Board building/leadership/diversity. Currently the GLAZA Board thinks of itself as a “managing” board and not a “fundraising” board

• Few 7-8-9 figure donors identified or in the cultivation queue • We know that the Zoo is not on the radar of our philanthropic community as a

conservation institution or as a most valuable cultural asset • In order to achieve the first three phases of the Vision Plan, the City of Los Angeles must

pass a $200M City bond measure potentially slated for 2021/2022. Can we convince citizens that this is a funding priority?

• Branding of the Los Angeles Zoo as a trusted leader in wildlife conservation, species protection and education

• A small development staff of eight full-time staff • Complicated City of Los Angeles/City Council relationship • Elephant controversy which does not go away (there are numerous public attempts to

move our elephants out of the Zoo into a sanctuary, on-going)


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FEASIBILITY STUDY OBJECTIVES

Through the feasibility study and campaign planning process, the consulting firm will:

• Assess the readiness and willingness of individuals, foundations and corporations to support a comprehensive capital campaign

• Conduct a board assessment • Develop reasonable timeframe for meeting the proposed goal • Identify GLAZA’s real and perceived strengths, weaknesses and challenges in fundraising • Gather feedback on the preliminary Case for Support • Begin a process that will inform, educate and cultivate major gift prospects for a

potential $200 million comprehensive capital campaign • Determine official roles and responsibilities of GLAZA Board members, staff and

volunteers in a campaign • Identify potential volunteer leadership

Potential Participants in feasibility/ planning study:

• Staff will include the GLAZA’s Executive Leadership Team, professional development staff and others as appropriate

• Volunteers will include several members of the Board, Development Committee, Board Affairs Committee, Zoo Commissioners and others with knowledge and experience in development

SCOPE OF SERVICES

Internal Readiness Audit – The selected firm will:

• Assess organizational structure and effectiveness at increasing funding • Make recommendations for additional staffing and potential new organizational

structure • Assess technology and communication capabilities • Review giving history and wealth capacity of current and potential prospect pool • Assess internal readiness for the acceptance of various planned gift vehicles • Identify communication methods and tools that will encourage philanthropic

investments, including but not limited to; marketing materials for philanthropic engagement, stewardship communications, additional print materials, video materials and social media assets and efforts

Feasibility Study – The selected firm will:

• Assist with the preparation of a preliminary Case for Support


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• Test Case for Support with current and prospective donors and volunteers • Test potential campaign goal and set reasonable timeframe for meeting that goal • Create campaign gift pyramid • Conduct interviews with volunteers, past and present, and donors to assess

fundraising capacity and readiness • Train development staff to conduct interviews • Identify potential 5 lead gifts • Identify potential volunteer leadership • Present strategy for reaching new donor prospects

SUPPORTING DOCUMENTATION

The proposals and all supporting materials and documentation submitted with the proposal will become the property of GLAZA. PREPARATION COST

All costs incurred in the preparation and presentation of the proposal will be the responsibility of the responding firm. GLAZA will not reimburse responding firms for any expenses related to submissions or presentations. INFORMATION SHARING

GLAZA reserves the right to share all or part of the contents of the proposal responses at its sole discretion with any of its employees and/or other individuals.

FIRM QUALIFICATIONS

Responding firms should provide:

• Contact: name of firm, address, contact name, title, phone and email • A brief history and description of the firm including: number of employees and core

services provided, core in-house capabilities, recent industry awards/recognition, and location of offices

• Please identify the type of clientele, number of institutional clients, and number of years your firm has provided philanthropic counsel, similar to those that GLAZA requires (non-profit partners to zoos, museums, parks, cultural attractions, etc.)

• Are you currently assisting any organizations in our area? If so, list the organizations and describe the services you are providing


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• A representative listing of non-profit organizations served outside of Los Angeles (no more than 1-2 years old) with a description of services provided by the firm and the dates of service

• Contact names and telephone numbers of relevant non-profit organizations for client references

• Samples of feasibility campaigns that demonstrate your competency • Describe your firm’s approach to a pre-campaign study. Include proposed timeframes,

procedures and personnel resources • Describe a typical feasibility study and how your consultants prepare for it • Proposed budget • What do you believe makes your firm stand out from the competition? Please provide a

full list of services offered by your firm, including a description of how client servicing/communication responsibilities are handled

• Evidence supporting the firm's ability to deliver projects on schedule • Biographies and position descriptions of staff members who would be assigned to

GLAZA’s program, with the number of years they have worked with the firm • Responding firm’s financial statements for the most recent three years • Provide a minimum of three references in connection with feasibility studies and/or

internal readiness audits completed within the last three years • List of sub-contractors • Identify litigation, planned office closures, pending mergers or other conditions that

may impede your firm’s ability to perform your scope of services • Minority women-owned (MWBE) certifications preferred • Proof of insurance, as listed on Attachment C

INTENT TO BID

Responding firms are required to advise GLAZA of their intent to submit proposals.

Notice of intent to bid should be returned to (via mail or email):

Genie Vasels, Vice President Institutional Advancement

Greater Los Angeles Zoo Association

5333 Zoo Drive

Los Angeles, CA 90027-1498

[email protected]


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Intent to bid should be received by GLAZA by 5:00 p.m. on Monday March 16, 2020.

SUBMISSION PROCEDURES

All responses are due no later than 4:00 p.m. on Monday, April 27, 2020. Responses received after that time will not be considered.

Please include five (5) hard copies. Proposals will not be returned.

Proposals may be delivered in person, by the U.S. Postal Service, or by commercial carrier to the following address:

PROPOSAL: Feasibility Study Eugenia Vasels, Vice President Institutional Advancement Greater Los Angeles Zoo Association 5333 Zoo Drive Los Angeles, CA 90027-1498

Electronic proposals should be submitted to [email protected]

The envelope must be boldly marked: “PROPOSAL: Feasibility Study”

Key Dates and Deadlines

RFP Distributed February 24, 2020

Deadline for e-mailed questions March 6, 2020 by 5:00 p.m.

Responses to questions provided by March 16, 2020 by 5:00 p.m.

Intent to Submit Proposal March 20, 2020 by 4:00 p.m.

Deadline for RFP Responses April 27, 2020 at 4:00 p.m.

Internal Review of RFP Responses April 28 – May 8, 2020

Notification of Finalists May 11, 2020

Finalists In-Person Presentations to GLAZA Leadership May 26 – May 29, 2020 Firm Selected and Notified June 5, 2020

Effective Contract Date July 1, 2020

mailto:[email protected]


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PRE-PROPOSAL SUBMISSION QUESTIONS

Once vendors have received the RFP, there will be a five-day period for questions. All questions must be submitted in writing via email to [email protected] and the answers will be posted on the Business Opportunities page of the Zoo’s website: http://www.lazoo.org/about/business-opportunities/

CONFIDENTIALITY

During this process you and/or your employees may acquire confidential or proprietary information relating to the business of the Zoo and GLAZA, this project, our donors, members, and guests, affiliates and/or the City of Los Angeles. By submitting a proposal in response to this RFP you agree to keep this information strictly confidential at all times, both during and after completion of the project. You acknowledge your awareness that you may be required to execute a non-disclosure agreement at any time during this process.

MODIFICATION OR CANCELLATION OF RFP

GLAZA reserves the right to extend the RFP deadline should it be in the best interest of GLAZA. GLAZA also reserves the right to modify or cancel this RFP at any time without prior notice. Any modifications or additional notices regarding this RFP will be posted at: http://www.lazoo.org/about/businessopportunities/ If the submission deadline is extended, applicants may revise their previously submitted proposals.

EVALUATION CRITERIA

GLAZA cannot guarantee that any contract will be awarded as a result of this RFP. Proposals will be evaluated using the following factors:

• Strong creative and demonstrated visionary thinking; • Demonstrated quality performance in the delivery of capital campaign feasibility plan

services; • Perceived effectiveness of the responding firm’s proposed campaign strategies and its

potential success in achieving specified goals; • Demonstrated ability to help organizations achieve desired outcomes in their

fundraising goals; • Demonstrated strong writing abilities, with the capability of capturing both mission and

in an engaging manner; • Demonstrated expertise in integrating and delivering direct mail and online membership

fundraising programs; • The capabilities and experience of agency staff; • Cost effectiveness to deliver the services requested in Scope of Services;

mailto:[email protected]

http://www.lazoo.org/about/business-opportunities/

http://www.lazoo.org/about/businessopportunities/


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• Experience in providing similar services as requested to other non-profit organizations; • Demonstrated ability of responding firm to provide attendant services or the ability to

coordinate contracted services as indicated in services requested; • Familiarity working with organizations that utilize an advocacy program to advance

organizational priorities.

DISQUALIFICATION

GLAZA reserves the right to verify the information in each proposal if a firm knowingly submits false information or data.

SELECTION PROCESS

Proposals will be reviewed by the GLAZA leadership, GLAZA Board Chair, and Chair of the Development Committee using the criteria noted above. In the selection of a firm, GLAZA reserves the right to reject any and all proposals if it is in the interest of GLAZA to do so or request additional clarifying information to be provided after the deadline for submitting proposals. GLAZA will initially review all proposals to determine compliance with the RFP. After this initial determination is made, interviews with responding firms may be requested. See schedule for relevant dates.

The successful proposal or any part thereof may be incorporated into any contract with GLAZA.


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ATTACHMENT A

View Attachment in "Attachments Panel"


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ATTACHMENT B

View Attachment in "Attachments Panel"


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ATTACHMENT C

Insurance Requirements

The Greater Los Angeles Zoo Association requires that our vendors and contractors, at their own expense, maintain the following minimum insurance coverages:

Commercial General Liability: Such insurance shall be on an occurrence basis providing single limit coverage in an amount of not less than $1,000,000 per occurrence and shall include coverage for, but not limited to, premises/operations, products/completed operations, contractual, independent contractors, broad form property damage, personal injury and fire legal liability.

Umbrella/Excess Liability: Limits of liability of at least $4,000,000 per occurrence for a total limit of not less than $5,000,000, including primary commercial general liability.

Workers’ Compensati on: Workers’ Compensation and Employer’s Liability with a limit of liability for Coverage B of at least $1,000,000 each occurrence, covering all personnel employed either directly or by way of contract from any payroll service provider. All statutory limits must be provided.

Automobile Liability: Automobile liability covering all owned, operated and hired vehicles in an amount not less than $1,000,000 combined single limit per occurrence for bodily injury and property damage.

Additional Insureds

The Greater Los Angeles Zoo Association requires that our vendors and contractors provide us with certificates of insurance to cover the term of the event or agreement. The certificates of insurance shall include the name and dates of the event or the term of the agreement and name the following entities as additional insureds pursuant to written contract:

GLAZA, the City of Los Angeles, the City of Los Angeles Department of the Zoo, and Volume Services America and their respective concessionaires, agents, trustees, officers, affiliates and employees

The policies must be maintained with insurance carriers rated by A.M. Best as A- or better. Contractor must notify GLAZA thirty (30) days prior to any material change in policy coverage. All policies, with the exception of workers’ compensation, shall be endorsed to add the above parties as additional insureds pursuant to written contract on a primary and non-contributory basis. All policies must be endorsed to provide a waiver of subrogation by the insurance carrier in favor of GLAZA.

Los Angeles Zoo Public Opinion Survey of Los Angeles County

Prime GroupJuly 2018

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CONFIDENTIAL

Washington DC * Los Angeles CA

Methodology

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• Census-representative sample of adults 18+ in Los Angeles County

• n=999 completes• n=24 Spanish language completes

• Survey fielded from June 19-July 3, 2018


Key Findings

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• Three-in-four in LA county rate the Los Angeles Zoo (LA Zoo) favorably.

• Most in LA county agree that the LA Zoo is an important part of the community and provides high quality care to its animals. Fewer see the LA Zoo as a conservation organization.

• Half of residents of LA county approve of the LA Zoo keeping elephants in their care, compared to one-in-ten who oppose. About one-in-three are unsure.

• Connecting with wildlife, supporting scientific research, and inspiring animal conservation are the strongest reasons for visiting the LA Zoo.

Main Findings

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55%

51%

50%

47%

47%

43%

38%

36%

34%

23%

31%

27%

30%

31%

33%

38%

37%

38%

32%

24%

10%

12%

11%

11%

11%

12%

13%

15%

17%

20%

5%

6%

4%

8%

7%

7%

6%

4%

12%

29%

Museums (in general)

California Science Center

Natural History Museum

San Diego Zoo

Aquarium of the Pacific

Aquariums (in general)

Los Angeles Zoo

Zoos (in general)

La Brea Tar Pits

Cabrillo Aquarium

Favorability Ratings of Various California Institutions

5

Question wording: Do you have a favorable or unfavorable opinion of each of the following?

Very favorable Somewhat favorable

Neither favorable nor unfavorable

Somewhat unfavorable Very unfavorable Not familiar

enough to rate


Favorability Ratings of Various California Institutions

Tracked Data Comparison

6

Question wording: Do you have a favorable or unfavorable opinion of each of the following?

% Favorable [VERY + SOMEWHAT]

74%

68%

Los AngelesCounty 2018

AZANationwide

2018 Q1

Zoos (in general)

80%

72%


AZANationwide

2018 Q1

Aquariums (in general)


Agreement with Statements about the Los Angeles Zoo

7

Question wording: Please indicate how much you agree with each of the following statements, using a scale from 1 to 5 where 5 means “strongly agree” and 1 means “strongly disagree”.

44%

38%

31%

31%

31%

33%

35%

29%

15%

16%

18%

23%

5%

3%

4%

4%

3%

9%

10%

11%

5 – Strongly agree 4 3 2 1 – Strongly

disagree Not sure

The Los Angeles Zoo is an important part of the Los Angeles community.

The animal care staff at the Los Angeles Zoo have chosen their work because of their deep love for animals.

The animals at the Los Angeles Zoo receive excellent care.

The Los Angeles Zoo is a leading animal conservation organization.


Exhibits at the Los Angeles Zoo

8

Question wording: How do you feel about exhibits at zoos that include each of the following:

58%

52%

52%

52%

29%

34%

33%

34%

7%

8%

9%

9%

6%

7%

6%

6%

Those exhibits are fine I have mixed feelings I am opposed to those exhibits Not sure

Giraffes

Gorillas/Chimpanzees

Elephants

Lions/Tigers


Views on Keeping Elephants at the Los Angeles Zoo

9

Question wording: Do you approve or disapprove of the Los Angeles Zoo keeping elephants in their care?

24%

29%26%

6%6%

9% 5 – stronglyapprove

4

3

2

1 – stronglydisapprove

Not sure

NET APPROVE:53%

NET DISAPPROVE:12%


Views on

Keeping

Animals in

Zoo

10

Question wording: Which of the following statements comes closest to your own view?

52%57%

37%34%

10% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Los Angeles County 2018 AZA Nationwide Q1 2018

I believe animals should never

be kept in zoos.

I think it is alright to keep some

animals in zoos but certain

exhibits in zoos make me

uncomfortable.

I have no objection to keeping

animals in zoos as long as they

are well cared for.


Experience Visiting the Los Angeles Zoo

11

Question wording: Which of the following statements best describes your experience with the Los Angeles Zoo?

16% 18%

45%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

I have visited the Los AngelesZoo more than once in the last

12 months.

I have visited the Los AngelesZoo once in the last 12 months.

I have visited the Los AngelesZoo but not in the last 12

months.

I have never visited the LosAngeles Zoo. / No Answer

Visited in the last 12 months:34%


Barriers to Visiting the Los Angeles Zoo

12

Question wording: The following are reasons some people give for not visiting the Los Angeles Zoo. Please indicate how much you agree with each using a scale from 1 to 5 where 5 means “strongly agree” and 1 means “strongly disagree”.

38%

20%

18%

14%

11%

10%

9%

9%

9%

9%

14%

23%

20%

17%

15%

9%

14%

15%

17%

10%

13%

26%

32%

28%

24%

19%

24%

28%

29%

18%

8%

14%

15%

17%

20%

19%

18%

16%

19%

20%

25%

12%

13%

18%

28%

39%

33%

15%

16%

41%

5%

4%

4%

16%

11%

I don’t have any young children.

There’s too much traffic to get to the Los Angeles Zoo.

There are other attractionsI would rather go to...

I don’t think animals should be in zoos.

The Los Angeles Zoo is toofar away from where I live.

The Los Angeles Zoo isnot for people like me.

I’ve been to the Los Angeles Zoo and don’t need to go again.

The facilities at theLos Angeles Zoo are outdated.

The Los Angeles Zoois too expensive.

All zoos makeme uncomfortable.

5 – Strongly agree 4 3 2 1 – Strongly

disagree Not sure


52%

51%

36%

32%

29%

24%

32%

31%

35%

31%

29%

27%

12%

14%

19%

25%

26%

33%

6%

5%

10%

7%

4%

4%

5%

5%

Educational

Family-friendly

Fun

Good foranimal conservation

Relaxing

Healthy

Words and phrases Associated with Visiting Zoos and Aquariums

13

Question wording: How much do each of the following words or phrases apply to visits to zoos and aquariums?

5 – Applies completely 4 3 2 1 – Does not apply

at all Not sure





% 5 – Applies completely

52%

44%

Los Angeles County 2018

AZA Nationwide 2018 Q1

Education

51%

48%



Family-Friendly

36%

37%



Fun

32%

26%



Good for animal conservation

29%

26%



Relaxing

24%

21%



Healthy



by Visitation


LA Zoo Visitation

% Applies [TOTAL]Total

Visited the LA Zoo in the last 12 months

Educational 84% 87%

Family-Friendly 82% 86%

Fun 71% 81%

Good for animal conservation 63% 70%

Relaxing 57% 66%

Healthy 51% 61%


Organizations Concerned with the Welfare of Animals

Question wording: Thinking about organizations concerned with the welfare of animals, please rank order the following goals in terms of their importance to you by placing a “1” next to the most important goal, a “2” next to the second most important goal, and a “3” next to the least important goal.

56%

24%

19%

23%

53%

22%

20%

21%

57%

Rank #1 Rank #2 Rank #3 Not sure

Provide rescue and rehabilitation for injured wildlife

Educate the public about wildlife

Provide up close experiences with wildlife


Organizations Concerned with the Welfare of Animals



% Ranking #1

56%

56%


AZANationwide

2018 Q1

Provide rescue and rehabilitation for injured wildlife

24%

30%


AZANationwide

2018 Q1

Educate the public about wildlife

19%

13%


AZANationwide

2018 Q1

Provide up close experiences with wildlife

Message and Image Testing

18


M3 Testing Testing:Overview

19

• We tested 10 reasons using Prime Group’s M3 methodology.

� M3 testing is a forced choice methodology requiring respondents to react to a series of screens, each with four reasons.

� Respondents are asked to choose the strongest and the weakest reason on each screen. Each reason is repeated multiple times but always with a different set of “competing” reasons.

� A sample size of n=999 produces more than 39,000 unique data points, resulting in much greater precision and differentiation than traditional rating exercises which rely on each reason being rated independently.


M3 Message Testing:Sample Screen

20


M3 Message Testing:How to Interpret the Results

21

� Preference Scores:� Through the M3 process, respondents reveal their relative preferences for the each reason.

� These scores are NOT percentages.

� Taken together the preference scores for all reasons will always add to 100.

� In effect respondents collectively distribute 100 points across the reasons based on their relative

appeal.

� Reach Analysis:� While the preference scores tell us the relative ranking of the reasons for all respondents, a

reason’s “reach” equals the percentage of respondents ranking that item as their favorite or

second favorite reason.

� The “reach” for any two reasons equals the percentage of respondents ranking either reason as

their favorite or second favorite.

� Our algorithm examines the total reach for every possible reason combination and determines the

reason packages that have the broadest appeal.

� As an analogy, think of individual reason as items on a restaurant menu. Similar menu items such

as two types of steak attract the same type of customer. Adding different types of menu items,

such as seafood or vegetarian selections, broaden the overall appeal of the menu by “reaching”

different customer types.


M3 Preference Scores

General Population

A visit supports research that advances scientific knowledge that benefits animals in their care and animals in the wild. 13.5

A visit can inspire people to protect wild animals and their natural habitats. 13.1

A visit allows guests the opportunity to connect with wildlife they otherwise would not have a chance to see. 12.7

A visit helps the Zoo maintain the high-quality care it provides to all animals in its care. 11.4

A visit supports science education for thousands of children each year. 10.5

A visit supports the Zoo’s animal conservation work. 9.3

A visit helps support 810 jobs and contribute $77.2 million into the Los Angeles economy every year. 8.7

A visit provides admission fees and community support necessary for the Zoo to operate and support its mission. 7.8

A visit allows guests to see and interact with animals up close. 7.4

A visit gives people living in the Greater Los Angeles area access to a world-class zoo. 5.522


M3 Reach Analysis

23

36% of respondents identified this message as the strongest or second-

strongest message

36%

A visit allows guests the opportunity to connect with wildlife they otherwise would not have a chance to see.(#3 message by preference score)


M3 Reach Analysis

24

36%

33%

14%

9%

A visit supports research that advances scientific knowledge that benefits animals in their care and animals in the wild.(#1 message by preference score)

A visit can inspire people to protect wild animals and their natural habitats.(#2 message by preference score)

The optimal four message package reaches 92% of respondents

A visit helps support 810 jobs and contribute $77.2 million into the Los Angeles economy every year.(#7 message by preference score) A visit allows guests the

opportunity to connect with wildlife they otherwise would not have a chance to see.(#3 message by preference score)

25

Score:100(the highest

rated image –other image scores have

been indexed to this one)

Score:69Score:78 Score:62

Image Scores: TIER 1

26


Score:58

Score:53Score:55

Score:53 Score:53 Score:53

27


Score:49 Score:42Score:48

Score:36 Score:28 Score:14

Thank You.Greg Schneiders – Founding Partner: [email protected] – 301.221.0919

Wen-Tsing Choi – Senior VP, Research and Analytics: [email protected] – 240.838.9087

28

Appendix

29


Views on Keeping Animals in Zoo

by Barriers to Visiting the Los Angeles Zoo

30

Question wording: Which of the following statements comes closest to your own view?

I don’t think animals should be in zoos.

Total Total Agree [5s + 4s] Total Disagree [1s + 2s]

I have no objection to keeping animals in zoos as long as they

are well cared for.52% 75% 29%

I think it is alright to keep some animals in zoos but certain

exhibits in zoos make me uncomfortable.

37% 23% 42%

I believe animals should never be kept in zoos. 10% 1% 28%


M3 Image Testing:Sample Screen

31

2018 Q1 OmnibusAssociation of Zoos & Aquariums

Conducted by Prime GroupMarch 2018

1

CONFIDENTIAL


• Online nationwide survey fielded March 6-8,2018

• Nationwide census-representative sample

• n=1,228 completes

• 14th in a series of quarterly tracking surveys

2

Methodology


3

Zoo Favorability Rolling Average

Each data point represents the average of the last three tracks. This smooths the trends and reduces the statistical “noise,” similar to Gallup daily presidential approval tracking. Favorability is down 14 points in three years.

Question wording: Do you have a favorable or unfavorable opinion of each of the following? [Zoos]

80% 78%75% 73% 72% 71% 70%

67% 66% 67% 68% 66%

43% 42%39% 38% 36% 34% 34% 32% 34% 36% 35% 36%

8% 9% 10% 10% 10% 10% 10% 11% 12% 12% 12% 13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2015q1 2015q3 2015q4 2016q1 2016q2 2016q3 2016q4 2017q1 2017q2 2017q3 2017q4 2018q1

Total favorable Very favorable Total unfavorable


4

Zoo Favorability Rolling Average

Millennials

Zoo favorability among Millennials is just slightly lower than among the total population. It has declined ten points over the last two years.

38%35% 33% 32% 30% 31%

34%33% 33%

73%71% 68%

67%64% 63%

66% 65% 63%

2016q1 2016q2 2016q3 2016q4 2017q1 2017q2 2017q3 2017q4 2018q1

Millennials

VeryFavorable

TotalFavorable

Question wording: Do you have a favorable or unfavorable opinion of each of the following? [Zoos]


5

Aquarium Favorability Rolling Average

The decline in aquarium favorability is similar to that of zoos but less steep – 10 points in 3 years.

81% 81% 80% 78% 77% 76% 74% 72% 71% 72% 72% 71%

45% 44% 43% 42% 40% 39% 39% 37% 38% 39% 39% 39%

5% 5% 6% 6% 6% 7% 7% 8% 8% 8% 7% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2015q1 2015q3 2015q4 2016q1 2016q2 2016q3 2016q4 2017q1 2017q2 2017q3 2017q4 2018q1

Total favorable Very favorable Total unfavorable

Question wording: Do you have a favorable or unfavorable opinion of each of the following? [Aquariums]


45% 44% 41% 39%35% 36%

39%39% 37%

79%77% 76%

74%71% 71% 72% 72% 70%

2016q1 2016q2 2016q3 2016q4 2017q1 2017q2 2017q3 2017q4 2018q1

6

Aquarium Favorability Rolling Average

Millennials

Favorability among Millennials towards aquariums is just slightly lower than among the total population. It has declined nine points over the last two years.

Millennials

VeryFavorable

TotalFavorable

Question wording: Do you have a favorable or unfavorable opinion of each of the following? [Aquariums]


7

Views on Animals in Zoos and AquariumsRolling Average

After declining from 2015 to 2016, the percentage of the general public that has no objection to animals in zoos and aquariums has held relatively steady.

66%

60% 60%57% 58%

55% 57% 57% 57% 58%

27%31% 32% 34% 34% 36% 35% 35% 35% 34%

6% 7% 7% 8% 8% 8% 8% 7% 7% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

2015q4 2016q1 2016q2 2016q3 2016q4 2017q1 2017q2 2017q3 2017q4 2018q1

No objection Alright to keep some Should never be kept in Z/As

Question wording: Which of the following statements comes closest to your own view?1. I have no objection to keeping animals in zoos and aquariums as long as they are well cared for.2. I think it is alright to keep some animals in zoos and aquariums but certain exhibits in zoos and aquariums make

me uncomfortable.3. I believe animals should never be kept in zoos and aquariums.


8

Views on Animals in Zoos and Aquariums Rolling Average

Millennials

Compared to the general population overall, Millennials are less likely to have no objection to animals in zoos and aquariums and more likely to be skeptical. The good news is both numbers have held relatively steady over the past year and a half.

55% 53%

49%52%

48% 49% 50% 48% 50%

35%37%

40% 38%41% 40% 40%

43% 41%

9% 9% 10% 9% 10% 9% 9% 8% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

2016q1 2016q2 2016q3 2016q4 2017q1 2017q2 2017q3 2017q4 2018q1

No objection Alright to keep some Should never be kept in Z/As

Question wording: Which of the following statements comes closest to your own view?1. I have no objection to keeping animals in zoos and aquariums as long as they are well cared for.2. I think it is alright to keep some animals in zoos and aquariums but certain exhibits in zoos and aquariums make

me uncomfortable.3. I believe animals should never be kept in zoos and aquariums.


9

Concerns for the Welfare of Animals

56%

30%

13%

26%

51%

18%

14% 16%

64%

4% 3% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Provide rescue and rehabilitationfor injured wildlife

Educate the public about wildlife Provide up close experiences withwildlife

ranking #1 ranking #2 ranking #3 Don't know



10

Contributing Factors to Zoo and Aquarium Favorability

2018 Q1

Question wording: For each of the following please indicate if the factor has contributed a great deal, somewhat, or not at all to your view of zoos and aquariums becoming less favorable: Condition: Respondent’s opinion of zoos and aquariums has become less favorable

54%

44% 44% 40% 39% 39%

27% 26% 26% 23% 21%

37%

40% 44%46% 46%

38%

45% 50% 51%50%

35%

9%16% 12% 14% 14%

23%28%

24% 23%28%

44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Animalhabitats are

too small

Animalhabitats areunnatural

I don’t think animals should be in captivity

The animalsdo not seem

happy

I have seenstories in themedia aboutaccidents and

ormistreatmentof animals at

zoos andaquariums

Thezoo/aquarium

is moreinterested in

making moneythan the

treatment ofanimals

The zoo/aquarium

doesn’t do enough to

support animal

conservation

Things youhave heardabout zoos

and aquariumsfrom animalrights groups

The treatmentof animals by

zoo andaquarium staff

The animalsdo not seem

healthy

A visit to a zooor aquarium istoo expensive.

A great deal Somewhat Not at all


% responding “A great deal” 2018q1 2017q4 2016q2

Animal habitats are too small 54% 61% 62%

Animal habitats are unnatural 44% 38% 38%

I don’t think animals should be in captivity 44% n/a n/a

The animals do not seem happy 40% 41% 44%

I have seen stories in the media about accidents and or mistreatment of animals at zoos and aquariums 39% n/a n/a

The zoo/aquarium is more interested in making money than the treatment of animals 39% 37% 41%

The zoo/aquarium doesn’t do enough to support animal conservation 27% 28% 28%

Things you have heard about zoos and aquariums from animal rights groups 26% 32% 35%

The treatment of animals by zoo and aquarium staff 26% 33% 30%

The animals do not seem healthy 23% n/a n/a

A visit to a zoo or aquarium is too expensive. 21% n/a n/a11

Contributing Factors to Zoo and Aquarium Favorability

2018 Q1, 2017 Q4 & 2016 Q2

Question wording: For each of the following please indicate if the factor has contributed a great deal, somewhat, or not at all to your view of zoos and aquariums becoming less favorable: Condition: Respondent’s opinion of zoos and aquariums has become less favorable


12

Words and Phrases that Apply to Zoos and Aquariums


48%44%

37%26% 26%

21%

27%31%

29%

27% 28%

23%

13% 14%

19%

26% 25%

30%

3% 4%6%

9% 7%9%

3% 2% 3% 5%4%

6%

5% 5% 6% 6% 10% 11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Family-friendly Educational Fun Relaxing Good for animalconservation

Healthy

5 – Applies completely 4 3 2 1 – Does not apply at all Don't know

greater los angeles zoo association capital campaign ......glaza campaign feasibility study rfp 2.20...

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