Barrhaven Market and Development Analysis Request for Proposal

BarrhavenMarketand
DevelopmentAnalysisRequest
forProposal
Prepared by the Barrhaven Business Improvement Area
www.barrhavenbia.ca
Request for Proposal
Barrhaven BIA Economic Analysis and Retail Market Study
The Barrhaven Business Improvement Area (BBIA) Board of Management is seeking a consultant firm(s) to
undertake a comprehensive Economic Development Analysis for the BBIA.
The past decade has involved incredible change for the Barrhaven commercial sector. Notably, tremendous
expansion of retail facilities has taken place in Barrhaven and at the same time, the area has benefited from
ongoing new housing construction and population growth. The net result of which has been a huge increase
in retail spending and more importantly a “sea-of-change” in traditional shopping patterns, with Barrhaven
residents now spending most of their shopping dollars in their own community. The area is becoming a
shopping destination for those outside areas, particularly from the south and now the east with the opening of
the Vimy Memorial Bridge.
The objective of the requested analysis will assist the BIA in confirming and better defining its existing
market and market positioning, identifying its future business development and market potential, and
highlight any challenges to achieving that potential and strategies to realize that potential. It will also serve
as the foundation for further marketing work, such as developing the BIA's brand, positioning statement,
marketing collateral, promotions and events.
This study is intended to provide the BBIA with the data needed to attract new employment-based
businesses to the area. This will enable the BBIA to show the desire, and demand for its offerings, backed by
solid financial data, to reassure interested parties that investing in our area is a positive economic
development decision. The project, and purpose of this Request for Proposal (RFP), represents a
comprehensive strategic study on the Barrhaven market (both current and potential). Annex B provides a
map of the BBIA area.
1.0
Bidders Instructions
1.1
This RFP contains two discrete work packages, as defined in Annex A, Statement of Work.
1.2
Bidders may offer proposals on ONE or BOTH packages outlined in Annex A.
1.3
Costs should be itemized and the proposal formatted separately for both phases.
1.4
Selection Schedule:
o
o
o
o
Call for proposals:
Deadline for Proposals:
Interviews/Presentations:
Consultant Selection:
27 April 2016
10 June 2016
16/17 June 2016
by 20 June 2016
2.0
Mandatory Requirements
2.1
Bidders shall submit their proposals, for each work package being proposed on, in 2 separate
volumes, comprised of:
2.2
Volume 1 shall contain the bidders proposal for the work package content, with the following format
and required:
BBIA Market Study RFP
PAGE 2
o
o
o
o
o
o
2.3
Bidders related relevant experience
Bidders proposed team and Project Director experience
Project Understanding
Project Methodology
Proposed work breakdown (Expertise and hours allocated to tasks)
Project Timelines
Volume 2 shall contain the Bidder’s proposed bid price and any relevant assumptions.
Deliverables Schedule
3.1
A detailed work plan will be developed in consultation with the successful Bidder.
3.2
The proposed project implementation target timelines are as follows:
•
•
•
Start Up Meeting:
Economic Analysis Completion:
Retail Market Study Completion:
w/o June 27, 2016
October 1, 2016
October 1, 2016
Reporting
4.1
4.2
The Barrhaven BIA Board has a Smart Growth Development Committee (SGDC) to oversee
performance of the contract, including the BIA Executive Director who will serve as the BIA's
Project Director. The Chair of the Committee shall report to the Barrhaven BIA Board of Managers.
The Bidder will propose a Project Leader who will work closely with and report to the BBIA
Executive Director on an on-going basis. The Bidder’s Project Leader will prepare minutes of
meetings and key decisions. Any changes to the scope of work and timelines will require the
approval of the BBIA SGDC.
5.0
Payment
5.1
Payment will be phased with key milestone deliverables as mutually agreed to by the BBIA SGDC
and the Consultant(s) in a statement of work contract.
6.0
Evaluation and Scoring Methodology
6.1
Proposals will be evaluated on the basis of the following criteria and scoring methodology:
Proposal Element
Firm Reputation
Team Experience
Project Undertaking
Project Methodology
Project Work Breakdown
Project Timelines
Price
Total Possible Score
BBIA Market Study RFP
Scoring
5 points
5 points
20 points
30 points
10 points
10 points
20 points
100 points
PAGE 3
6.2
Preference will be given to Bidders meeting both proposal and selection requirements and include a
firm(s) that are based in the Ottawa area.
6.3
The BBIA is not obligated to select a proposal/firm(s) from those responding to the Request for
Proposal, or to undertake the study.
6.4
The BBIA reserves the right to retain and adapt any and all information received through this RFP
process from the proposal/firm(s) for whatever purpose the BBIA deems necessary.
Submission of Proposals
7.1
Proposals must be submitted no later than 5:00 pm on Friday, 10 June 2016.
7.2
Bidders are required to submit one (1) electronic copy of its proposal(s)
execdirector@barrhavenbia.ca. Attention: Andrea Steenbakkers, Executive Director.
8.0
Contact
8.1
Any inquiries regarding this RFP should be directed to:
Andrea Steenbakkers
Executive Director, Barrhaven Business Improvement Area
execdirector@barrhavenbia.ca
to
Tel. 613 825-8242
Cell 613 612-4252
8.2
Inquiries and responses regarding this RFP may be shared with other firms responding to the RFP.
Questions regarding this RFP should be directed electronically to the BBIA Executive Director at the
coordinates provided above. Responses to questions will be made public using the BBIA website,
www.barrhavenbia.ca. Only electronically-submitted questions will be answered and, additionally,
no responses will be provided for questions submitted within 72 hours prior to the RFP submission
deadline date.
BBIA Market Study RFP
PAGE 4
ANNEX A
Scope of Work
1.0
ECONOMIC ANALYSIS PACKAGE
1.1
Scope of Work Phase I - Economic Analysis Work Package
1.1.1
Undertake a development analysis to determine the BBIA's current strengths, weaknesses,
opportunities and threats both unique to the area and relative to other Ottawa business
districts. Conduct a GAP analysis to determine what Barrhaven is missing.
1.1.2
Identify development and business trends that may impact, or be leveraged in our BIA from
both regional and international perspectives.
1.1.3
Provide an in-depth analysis of our Prestige Business Park lands. What is our competitive
position as compared to other business parks in the region? How might we better position
and leverage our comparative strengths? What are the impediments to enhancing our
competitive advantage?
1.1.4
Define both the size and turnover of the Barrhaven BIA's commercial catchment area.
Define its current consumer/client/visitor market and identify its potential market, including
local, regional and tourism markets.
1.1.5
What employers are looking to relocate or expand their operations?
1.1.6
Outside of government employees, where in the City do the residents of Barrhaven go to
work?
1.1.7
Determine what attracts and what does not attract consumers, clients, commercial
development and investment, businesses, employers and employees to Barrhaven; and what
the BIA can do to increase the area's attractiveness and business development. How is the
BBIA perceived? Address by sectors such as (but not limited to); defence, health, media,
film production, financial, government services.
1.1.8
Evaluate the current plan for Rapid Transit- servicing our commercial areas and business
parks. What are the possible cross impacts on the economic attributes of Barrhaven?
1.1.9
Consider and suggest possibilities for mutually beneficial cross-promotion opportunities
1.1.10 Provide analysis of potential impact on the retail-commercial sector of Minto adding an
additional 12.5 ha retail mall that is not part of the CDP for Barrhaven, on Strandherd Road
just east of the car dealerships.
1.1.11 Provide an Economic Generator Outlook regarding Barrhaven's employment development
lands currently (as-is) and when fully developed and commercialized. Include such analytics
as; Net Revenue Value, Net Spending Value, Employment (direct and indirect), Average
Contribution to GDP, Tax Revenues to: City of Ottawa, Provincial and Federal
governments.
1.2
Methodology Phase I – Economic Analysis Work Package:
In evaluating the retail market dynamics of the Barrhaven retail commercial sector, certain questions need to
be answered. The study should include, but not be limited to, the following:
1.2.1
Retail Market Potential: What is the likely impact on the retail sector of new jobs in the
community (i.e., the development of the Citigate Prestige Business Park lands)?
BBIA Market Study RFP – Annex A SOW
PAGE 1
1.2.2
Evaluate vacant lands and development capacities in Barrhaven;
1.2.3
Consider major applications and proposed OP,CDP and zoning bylaw changes (including
Minto proposal to rezone a 12 ha parcel of employment land to mixed use/retail);
1.2.4
Strategize on development of employment lands;
1.2.5
Consider impacts of major transportation network changes;
1.2.6
Identify potential demand for a hotel in Barrhaven;
1.2.7
Provide SWOT and GAP analyses;
1.2.8
Analyze prospects for economic expansion, diversification and growth;
1.2.9
Identify what other opportunities are possible for Barrhaven, based on our current economic
attributes.
BBIA Market Study RFP – Annex A SOW
PAGE 2
2.0
RETAIL-COMMERCIAL MARKET STUDY PACKAGE
2.1
Scope of Work Phase II- Retail Market Study Package
Undertake a market and development analysis to determine the BBIA's current strengths, weaknesses,
opportunities and threats both unique to the area and relative to other Ottawa business districts. Conduct a
GAP analysis to determine what Barrhaven is missing. Ensure professional services are profiled separately
from traditional retail.
2.2
2.1.1
Identify commercial development and business trends that may impact, or be leveraged in
our BIA from both regional and international perspectives.
2.1.2
Define both the size and turnover of the Barrhaven BIA's commercial catchment area.
Define its current consumer/client/visitor market and identify its potential market, including
local, regional and tourism markets.
2.1.3
Determine what attracts and what does not attract consumers, clients, commercial
development and investment, businesses, employers and employees to Barrhaven; and what
the BIA can do to increase the area's attractiveness and business development. How is the
BBIA perceived?
2.1.4
Develop strategic directives to decrease the amount of consumer dollar leakage by
Barrhaven residents.
2.1.5
Undertake an audit of existing floor space within the BIA to establish commercial unit size,
mix, vacancy rates and estimated turnover, etc. as a baseline for further analysis of
emerging trends within the Barrhaven BIA to ensure that new development opportunities
enhance and sustain the businesses of the BBIA. For example the new 4225 Strandherd
Drive application and the Barrhaven Town Centre. Consider the proposed changes to the
OP, CDP and Zoning bylaws for both areas.
2.1.6
Evaluate the current day case for Rapid Transit- servicing our commercial areas.
2.1.7
Consider and suggest possibilities for mutually beneficial cross-promotion opportunities
with adjacent BIAs.
2.1.8
Provide analysis of potential impact, on the retail-commercial sector, of Minto adding an
additional 12.5 ha retail mall that is not part of the CDP for Barrhaven, on Strandherd Road
just east of the car dealerships.
Methodology Phase II – Retail Market Study Work Package
In evaluating the retail market dynamics of the Barrhaven retail commercial sector, certain questions need to
be answered. The study should include, but not be limited to, the following:
2.2.1
Retail Market Potential: What is the size of the retail commercial market? What is the
spending potential? How much retail space can be supported and of what type? What are
the key market components (i.e., local population, local employment, impulse buying from
passing traffic, inflow)? Which sectors offer the most favourable growth prospects? What
general trends in the retail market are expected to occur? What is the likely impact of the
new bridge crossing to Riverside South? What is the likely impact on the retail sector of
new jobs in the community (i.e., RCMP relocation to the former JDS Building, DND’s
BBIA Market Study RFP – Annex A SOW
PAGE 3
move to Moodie Drive and the development application for the Citigate Prestige Business
Park lands)?
2.2.2
Market Supply: What is the retail universe? How has it changed in recent years? What
sectors are most prevalent? Who has the most outstanding and unique offerings (strengths)?
Which sectors are the most vulnerable (weaknesses)? What does Barrhaven still need?
How do we attract a major regional anchor? What is the impact of Costco coming to the
retail community in Barrhaven?
2.2.3
Consumer Behaviour: Who shops in Barrhaven? Where do they come from? Where do
they shop? Why do they shop? What is liked about shopping in Barrhaven? What is
disliked? How have shopping frequency and spending patterns changed in recent years?
Where else do they shop? What are the unique shopping characteristics of our catchment
area? Provide a profile of the residents and their spending habits.
2.2.4
Business and Community Stakeholder Perceptions: How have sales been over recent years?
Who are the primary customers? Where do they come from? What are the main barriers to
growth? What are the key opportunities for growth? What does Barrhaven have enough or
too much of in terms of retail outlets? What additional stores/retail facilities are needed?
What changes could be implemented?
2.2.5
Physical Constraints: What are the vacancy levels? How much land is available for retail
development? Is it sufficient? What are the development capacities? Are the
configurations functional? What is the impact of the existing road network? Will future
changes in the transportation network have an impact?
BBIA Market Study RFP – Annex A SOW
PAGE 4
ANNEX B:
BBIA Market Study RFP – Annex B Map of BBIA
Map of the Barrhaven BIA
PAGE 1