Talent Booking and Contracting Services

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

BACKGROUND

The 22^nd 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.

Project Details

• Reference ID: 26-027
• Department: Production
• Department Head: Henry Rivera (Director of Production and Entertainment)

Important Dates

• Questions Due: 2026-05-27T20:00:00.000Z

Meetings & Milestones

Evaluation Criteria

• Relative Experience and Qualifications (40 pts) —

  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 race tracks, as well as the strength and stability of the organization and the experience of its management personnel. Special consideration will be given to experience operating and managing Entertainment and Contracting Services, including the District’s Grandstand Entertainment programs. 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:

  • The name of project;
  • A brief description of  organization or company;
  • A contact person and current telephone number;
  • A brief description of scope of work, and;
  • Notable outcomes.

  Three (3) letters of recommendation written within the past three (3) years - Evidence of validation of experience, reliability, and performance as reflected in client reference checks. Letters should be:

  • Dated;
  • Signed, and;
  • Printed on corporate letterhead or result in deduction of points.
• Staffing and Management (30 pts) —

  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:

  • Provide education; experience; course work, training; special qualifications and applicable professional credentials of proposed staff;
  • A brief description of relevant services provided to large events, fairs, amusement parks, entertainment facilities, etc.
  • A brief description of relevant services provided to District Agricultural Associations or other governmental agencies;
  • A brief description of relevant services provided to other clients, and;
  • Other evidence of licenses, registration, credentials, and certificates necessary to perform or enhance performance.
• Technical Approach and Workplan (30 pts) —

  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:

  • Proposed reliability and quality of equipment and personnel to accomplish the intended result within budgetary constraints;
  • Proposed organization of work & method is sound and reasonable;
  • Projected timeline meets or exceeds expectations;
  • Identify key personnel proposed to perform each category of services selected from the Scope of Work
  • Proposers should discuss the process used to establish and maintain the District's data collected or generated while performing the services. The processes used to ensure confidentiality and the storage terms, where applicable.
• Small Business Preference (5 pts) —

  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.

• Disabled Veteran Business Enterprise Preference (5 pts) —

  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.

• Pricing Proposal (1 pts) —

  Award shall be made to the responsible proposer whose proposal meets the minimum technical score and offers the lowest total evaluated cost.

• Minimum Qualifications (1 pts) —

  Failure to meet the following requirements by the Proposal due date will be grounds for the District to deem the Proposal non-responsive. In submitting a Proposal, each Proposer must provide proof that it possesses the following qualification requirements:

Submission Requirements

• Small Business (SB) or Disabled Veteran Business Enterprise (DVBE) Preferences (required) —

  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

• Bidder Minimum Qualification Requirements —

  In submitting a bid, each Bidder must provide proof that it possesses the following qualification requirements

• Experience in Talent Booking Service (required) —

  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.

   

   

• Project Experience (required) —

  Proposer must have successfully completed at least 3 comparable projects/contracts within the last 5 years involving live entertainment booking for public events, fairs, festivals, or large venues.

  Required Supporting Documents must include all of the items listed below :

  a. List of comparable projects/contracts in last 5 years, including

  • Client (company) name,
  • Project description, 
  • Contract value (*see below)
  • Dates of service, 
  • Contact name.
  • Phone numbers, 
  • Summary of scope performed for each project. 

  b. Copies of executed contracts for the listed projects. *Contracts may be submitted in redacted form to protect confidential or proprietary information (e.g., pricing, sensitive business terms, or non-public client data). However, sufficient detail must remain visible to verify scope, duration, and relevance to the required services. 

• Industry Relationships & Talent Access (required) —

  Proposer must demonstrate established working relationships with entertainment agencies, artist representatives, or booking networks capable of securing a range of talent.

  Required Supporting Documents must include all of the items listed below:

  a. Narrative describing industry relationships

  b. Documentation of past bookings or completed engagements 

  c. A list of agencies/agents the proposer regularly works with 

• Qualified Key Personnel (required) —

  Proposer must assign qualified personnel with direct experience in talent booking, contract negotiation, and event coordination.

  Required Supporting Documents must include all of the items listed below:

  a. Resumes of key personnel

  b. Organizational chart

  c. Roles and responsibilities of assigned staff

  d. Description of experience for each key staff member

• Required Attachments —

  For your proposal to be responsive, all required attachments must be returned

• Reference Letters (required) —

  Include at least two (2) letters of reference written within the past two (2) years.

• Current Insurance Coverage (required) —

  INSURANCE REQUIREMENTS AT TIME OF BID

  1. A copy of Proposer's current insurance certificate (or a letter confirming coverage) must be included with the proposal. The copy of the insurance certificate, or letter confirming coverage, included with the proposal must confirm $1,000,000 in commercial general liability coverage, evidence of automobile liability coverage, and, if Proposer has employees, Workers’ Compensation insurance coverage. 
  2. If the Proposer is not on the California Fair Services Authority’s (CFSA) Master Insurance List and fails to include a copy of Proposer’s current insurance certificate confirming the coverages identified in the paragraph above, the 22nd DAA shall provide written notice of this failure to Proposer. If Proposer fails to provide a copy of Proposer’s current insurance certificate confirming the coverages identified above within 2 business days of receipt of the Failure Notice, the 22nd DAA may reject the Proposal.
• License to conduct business in the State of California. (required)
• Provide your COMPLETE Technical Proposal (required)
• Financial Proposal Form (required) —

  Please download the below document, complete, and upload.

• Certificate re California GC 1090 and Disclosure of Interests (required) —

  Please download the below document, complete, and upload.

• Payee Data Record STD 204 (required) —

  Please download the below document, complete, and upload.

• Bidder References (required) —

  Please download the below document, complete, and upload.

• Contractor Certification Clauses (required) —

  Please download the below document, complete, and upload.

• Bidder's Declaration (required) —

  Please download the below document, complete, and upload.

• Subcontractor's Declaration —

  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.

• Small Business Certification —

  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)

• Disabled Veteran Business Enterprise Declarations STD 843 —

  Please download the below document, complete, and upload.

• Commercially Useful Function Compliance —

  Required if claiming SB/DVBE preference. Please download the below document, complete, and upload.

• California Civil Rights Laws Attachment (required) —

  Please download the below document, complete, and upload.

• Darfur Contracting Act Certification (required) —

  Please download the below document, complete, and upload.

• Iran Contracting Act Verification (required) —

  Please download the below document, complete, and upload.

• Business in Good Standing (required) —

  Must be in good standing in order to be qualified to do
  business in California. Upload copy of Secretary of State Certificate of Status.

• Experience (required)
• Identify the Procurement Classification (required) —

  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. 

• Contract Amount (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)

• Electronic Pricing Table or Financial Bid Form (required) —

  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

• Will there be a Pre-Proposal Site Tour? (required)
• BOD DATE (required) —

  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

• Contract Term Length (required) —

  How many months will the initial contract term be? Enter the number only, such as "24" for a 24 month contract.

• Will this contract have Option Years? (required) —

  Contracts for ongoing service needs or critical fairtime services should include option years, to help streamline processes.

• Number of Option Years (required) —

  Enter the number of option years (number only) spelled out. For example, enter "three" if 3 option years are requested

• Length of Option Years (required) —

  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

• Presentations Anticipated to be held the week of (required)

Questions & Answers