Active SLED Opportunity · CALIFORNIA · 22ND DISTRICT AGRICULTURAL ASSOCIATION
AI Summary
The 22nd District Agricultural Association seeks proposals for entertainment talent booking and contracting services for the San Diego County Fair and other events at Del Mar Fairgrounds. The contract is non-exclusive and evaluated on experience, staffing, technical approach, and pricing. Proposals due July 2, 2026.
The District is releasing this solicitation with the intent to award a single contract for Professional Services. The District is seeking a qualified contractor for Entertainment/Talent Buying and Contracting Services. Services include, but are not limited to, talent buying services, including negotiation and securing artists and entertainers for the San Diego County Fair. Contractor(s) will act as a liaison between the District and talent agents.
This solicitation is intended to establish a non-exclusive contract. The District reserves the right to contract with one or more firms and may, at its sole discretion, procure similar or related services from other contractors, whether or not they are awarded under this solicitation, as it deems in the best interest of the District.
The District board and staff have been actively engaged in a strategic planning process that has elaborated on its purpose, mission, vision, and organizational values in pursuit of ensuring a quality experience to guests and patrons of the District properties including the Del Mar Fairgrounds, Surf &Turf Recreation Center, and Del Mar Horsepark. Proposer is encouraged to elaborate on its alignment with the District’s strategic direction.
The District may, at its sole and absolute discretion, reject any or all proposals, or parts thereof, or reject any item or items in this solicitation, and waive any irregularities or technicalities. The District may re-advertise this solicitation; postpone or cancel this solicitation, at any time, during the solicitation process. The decision as to whether a contract award shall be made, and to whom, shall be at the sole and absolute discretion of the District.
The District reserves the right to award contracts to one or more proposers, in whole or in part, and to make multiple awards for the same or similar services. The District may also elect not to award any contract or to award without consideration of option or renewal years, as the interests of the District may require.
BACKGROUND
The 22nd District Agricultural Association (District) is an institution of the State of California that owns and operates the Del Mar Fairgrounds and produces the San Diego County Fair, the largest annual event in the region. A nine-member Board of Directors, appointed by the Governor of California, oversees the District and conducts public meetings in accordance with the Bagley-Keene Open Meeting Act. District is not a taxpayer-funded organization; operations are primarily funded by revenues generated through activities and events hosted across three distinct properties: the 212-acre main campus known publicly as the Del Mar Fairgrounds, the 48-acre Surf & Turf Recreational Facilities, and the 64-acre equestrian center known as Del Mar Horsepark.
NOTICE: The California Coastal Commission (CCC) has jurisdiction over all developments and improvements to District property. In addition, the San Diego Regional Water Quality Control Board (Regional Board) is the State agency responsible for ensuring compliance with the Clean Water Act and the District is required to comply with the California Environmental Quality Act (CEQA).
PURPOSE, MISSION, VISION & VALUES
District board and staff have been actively engaged in a strategic planning process to shape the future of the Del Mar Fairgrounds. Part of this process included the adoption of official statements that defined and elaborated on the purpose, mission, vision, and values of the organization in pursuit of ensuring a quality experience for guests and patrons of the Del Mar Fairgrounds.
PURPOSE
We are a timeless community treasure where all can flourish, connect, and interact through year-round exceptional experiences.
MISSION
We connect our community through shared interests, diverse experiences, and service to one another in an inclusive, accessible, and safe place with an emphasis on entertainment, recreation, agriculture, and education.
VISION
We will be the community’s iconic place for social interaction and cultural expression, honoring traditions, embracing innovation, celebrating excellence, and having fun.
VALUES – We believe in...
Fun! … celebrating the ordinary and the extraordinary in unique ways.
A+ Quality … creating exceptional and memorable experiences.
Integrity … being responsible to our community, the environment and to one another.
Respect … providing an inclusive and interactive place where all people can connect.
Service … purposeful and inspiring engagement.
ABOUT THE DEL MAR FAIRGROUNDS
The Del Mar Fairgrounds was founded in 1936 — more than two decades prior to the incorporation of the City of Del Mar — to host the annual San Diego County Fair. Today, the facilities include 200,000 square feet of trade show and meeting space, a 15,000-seat grandstand, a 3,500-9,000 seat multi-use outdoor arena, a one-mile dirt surface horse racing track, and a 23,000 square foot entertainment center known as The Sound at Surfside.
Events hosted at the Fairgrounds fall into two categories:
• Events and activities produced and managed by District, including the San Diego County Fair and Surf and Turf RV Park.
• Events and activities produced by third-party promoters and operators through rentals of the facilities. Past and ongoing events and activities include concerts, festivals, trade shows, consumer expos, immersive experiences, equestrian competitions, animal shows, sporting events, fundraisers, and personal celebrations.
Several renters operate year-round on District properties, including at the Del Mar Horsepark and at the 48-acre Surf & Turf Recreation Facilities, which features tennis, swimming, volleyball, a driving range, two miniature golf courses, and a golf pro shop. The Del Mar Thoroughbred Club is the largest renter of District facilities, with an on-site Operating Agreement for office space and producing two seasons — during the summer and fall — of live thoroughbred horse racing. Legends also has a dedicated staff on site that exclusively manages event catering, restaurant, bar food, and beverage services at the Fairgrounds, including at The Sound, which is operated by Belly Up Entertainment.
ABOUT THE SAN DIEGO COUNTY FAIR
With roots dating back to 1880, the annual San Diego County Fair is a community celebration of agriculture, education, entertainment, and arts and also features rides, games, food, and shopping. The Fair marks the unofficial start of summer in San Diego County and has become a treasured tradition for generations of San Diegans. Each year, the Fair has a new theme. Usually, the San Diego County Fair opens in early-to-mid June and ends with a rousing finale on or after Independence Day weekend. Over a four-week run, the Fair draws about 1 million attendees, making it the largest annual celebration in San Diego County.
| Event | Date | Location |
|---|---|---|
| Public Bid Opening | 2026-07-14T20:00:00.000Z | Online via Microsoft Teams. Proposers must RSVP through OpenGov at least three (3) business days prior to the bid opening to receive the Teams link. |
Proposals will be evaluated based on the Proposer’s demonstrated technical experience and qualifications in performing services of a similar nature, size, and scope, including experience working with public agencies, fairgrounds, and racetracks; experience operating and managing entertainment booking and contracting services, including, but not limited to, services for the District’s Grandstand entertainment program; as well as the strength and stability of the organization and the experience of its management personnel. Proposers must also provide client references demonstrating successful performance, along with descriptions of at least three (3) comparable projects completed within the last five (5) years, and evidence of the experience, competency, capability, and capacity to successfully perform work of similar size, scope, and complexity.
Proposer must include:
Proposers must submit three (3) letters of recommendation written within the past five (5) years, each corresponding to one (1) of the comparable projects submitted in this section. These letters will be used to validate the Proposer’s experience, reliability, and past performance based on client feedback for the referenced work.
Proposals will be evaluated based on the qualifications, experience, and demonstrated capability of the proposed staff, with particular emphasis on key personnel and responsible management, and their level of involvement in delivering the services outlined in the Scope of Work. Evaluation will consider the effectiveness of staffing structure, including the delegation and distribution of work, and the Proposer’s ability to provide adequate, appropriately skilled, and cost-effective staffing resources. The overall quality and relevant experience of personnel assigned to the project will also be assessed, along with the strength of employee training programs related to entertainment booking and management services.
Proposers must submit a firm organizational chart clearly identifying communication and reporting relationships among all proposed staff. Proposals shall also include a statement confirming that designated key personnel will remain assigned to the project for the duration of the contract. Any replacement or removal of key personnel shall require the prior written concurrence of the District.
Statement or Resume(s) listing experience should include:
Proposals will be evaluated based on the Proposer’s depth of understanding of the District’s requirements as outlined in the RFP Statement/Scope of Work. The Proposer must provide a clear narrative describing the overall project approach, project management methodology, equipment and resources to be utilized, and the quality of the proposed work plan, including its logic, clarity, and level of detail. Evaluation will also consider the appropriateness of labor distribution across project activities, the Proposer’s ability to successfully deliver the proposed services, and the reasonableness of the proposed approach. Additional consideration will be given to methods for data retention and confidentiality, as well as evidence of insurability. The narrative should clearly demonstrate the Proposer’s understanding of the District’s needs, objectives, and operational challenges.
Narrative should discuss:
California law allows certified small business (SB) and microbusiness (MB) firms and non-small businesses who subcontract 25% with a certified SB/MB firm(s) to receive a 5% preference on applicable state solicitations. The effect of the preference is to help SB's/MB's be more competitive in the proposal process, thereby enhancing state contract awards directly or indirectly to SB/MB. The preference is only used for computational purposes to determine the winning proposal; the actual proposed amount remains the same.
State Certified DVBE prime contractors or non-DVBE prime contractors subcontracting 5% to State Certified DVBE(s) will receive a 5% preference scoring incentive to be applied when determining award, for evaluation purposes only. The incentive is only used for computational purposes to determine the winning proposal; the actual proposed amount remains the same.
Award shall be made to the responsible proposer whose proposal meets the minimum technical score and offers the lowest total evaluated cost.
Are you claiming SB or DVBE preferences? Must either be certified SB/DVBE or subcontracting a certain percentage to SB/DVBE entities. See RFP Project Details section for specifics. SB/DVBE certification documentation required when claiming preferences. See Required Attachments section below
In submitting a bid, each Bidder must provide proof that it possesses the following qualification requirements
Proposer must have a minimum of five (5) years of relevant experience providing services as described in Statement/Scope of Work at large fairs or similar events. Experience is relevant if it falls within a category in the Scope of Work.
Required Supporting Documents must include all of the items listed below:
a. Company Profile / statement of qualifications
b. List of years in business
c. Narrative describing relevant services provided.
Proposer must be authorized to conduct business in the State of California.
Proposer must provide at least one (1) of the following documents:
a. California Secretary of State Business Registration
b. City Business License (Business Tax Certificate)
c. Talent Agency License issued by the California Labor Commissioner (if applicable)
Proposer must be in good standing and authorized to conduct business in the State of California.
Proposer must provide one (1) of the following documents as proof of good standing:
a. California Secretary of State – Certificate of Status (Good Standing)
b. California Franchise Tax Board (FTB) Status documentation
c. California Secretary of State Business Search printout showing “Active” status
Proposers must provide complete responses to all items listed in this section. Submissions will be evaluated and scored based on the quality and completeness of the information provided.
Failure to provide sufficient information may result in reduced scores in the applicable evaluation categories and may negatively impact the Proposer’s overall score in the selection process.
The District will evaluate the Proposer's experience based on comparable projects/contracts completed within the last five (5) years involving live entertainment booking for public events, fairs, festivals, or large venues. Proposers are expected to provide at least three (3) projects.
For each project or contract submitted in section, provide the following information:
Failure to provide sufficient information may result in reduced scoring in the applicable evaluation category.
The District will evaluate the Proposer's industry relationships and ability to secure a diverse range of entertainment talent through established relationships with artist representatives, talent agencies, booking networks, and industry professionals.
Proposers are expected to provide the following information:
Failure to provide sufficient information may result in reduced scoring in the applicable evaluation category.
The District will evaluate the qualifications, experience, and organizational structure of the personnel proposed to perform the services described in this RFP. Proposers are encouraged to demonstrate that assigned staff possess relevant experience in talent booking, contract negotiation, event coordination, and related services.
Proposers are expected to provide the following information:
Failure to provide sufficient information may result in reduced scoring in the applicable evaluation category.
For your proposal to be responsive, all required attachments must be returned
Include at least two (2) letters of reference written within the past two (2) years.
INSURANCE REQUIREMENTS AT TIME OF BID
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Required if utilizing subcontractors. This form must be completed and signed by the subcontractor. Separate forms must be submitted for each subcontractor providing services under the resulting agreement. Please download the below document, complete, and upload.
Provide copy of Small Business Certification(s) if you are claiming the 5% small business preference and are a SB or MB, or if your application is on file with the Office of Small Business and DVBE Services (OSDS), or if you are claiming the preference as a non-small business subcontracting 25% with certified SB/MB(s)
Please download the below document, complete, and upload.
Required if claiming SB/DVBE preference. Please download the below document, complete, and upload.
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RFP Primary is typically used to obtain complex services in which professional expertise is needed and may vary. Where different methods and approaches may be applied during performance.
RFP Secondary is typically used to obtain very complex and/or unique services in which professional expertise and methods may vary greatly. Creative or innovative approaches are needed.
Invitation for Bid is typically used to obtain simple, common, or routine services that may require personal or mechanical skills. Little discretion is used in performing the work.
Categorical Exemptions - Only select one of these when your request falls under one of the Categorical Exemption categories in the 22nd DAA's Contracting Policies. Additional justification may be required.
There are specific contract requirements applicable to contracts that exceed certain amounts. What is the budgeted amount for this contract? (Select all that apply)
Select Electronic Pricing Table if you'd like to use the system's automated tables and calculations (recommended for simple price/rate sheets)
Select Uploaded Financial Bid Form if pricing information to be collected is more complex or in an unusual format. This method requires you to provide the Financial Bid Form with your request.
Pricing Details are in the Scope of Work or attached separately - this selection can only be used in contracts that are exempt from competitive bidding. For IFBs/RFPs you must select either Pricing Table or Financial Bid Form
Enter the anticipated date of the Board meeting required for timely contract approval. Enter N/A if not subject to 22nd DAA Board of Directors Approval
Use the following format: MM/DD/YYYY
How many months will the initial contract term be? Enter the number only, such as "24" for a 24 month contract.
Contracts for ongoing service needs or critical fairtime services should include option years, to help streamline processes.
Enter the number of option years (number only) spelled out. For example, enter "three" if 3 option years are requested
What is the length of contract renewal options? Enter the number only, spelled out, such as "one" for one-year options or "two" for two-year options
SLED stands for State, Local, and Education. These are solicitations issued by state governments, counties, cities, school districts, utilities, and higher education institutions — as opposed to federal agencies.
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