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Home My WebLink About234-20 RESOLUTION113 West Mountain Street Fayetteville, AR 72701 (479) 575-8323 Resolution: 234-20 File Number: 2020-0728 NELSON BYRD WOLTZ, LLC CHANGE ORDER NO.3 - 2019 CULTURAL ARTS CORRIDOR BOND PROJECT: A RESOLUTION TO APPROVE CHANGE ORDER NO.3 TO THE CONTRACT WITH NELSON BYRD WOLTZ, LLC IN THE AMOUNT OF $90,400.00 FOR THE DEVELOPMENT OF A GRAPHICS, IDENTITY AND SIGNAGE PACKAGE FOR THE FIVE PRIMARY ELEMENTS OF THE CULTURAL ARTS CORRIDOR PROJECT, AND TO APPROVE A BUDGET ADJUSTMENT - 2019 CULTURAL ARTS CORRIDOR BOND PROJECT WHEREAS, on June 19, 2018, the City Council approved a contract with Nelson Byrd Woltz, LLC, to provide landscape architecture services for the design of the Cultural Arts Corridor; and WHEREAS, change orders were previously approved to allow the landscape architect to proceed with Phase 2: Design Development, Construction Drawings, and Bidding Services; Phase 3: Construction Documentation, Bidding, and Negotiation; and Phase 4: Construction Administration; and WHEREAS, Change Order No. 3 will allow for the development of graphics, identity and signage package for the five primary elements of the Cultural Arts Corridor project. NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF FAYETTEVILLE, ARKANSAS: Section 1: That the City Council of the City of Fayetteville, Arkansas hereby authorizes Mayor Jordan to sign Change Order No. 3 to the contract with Nelson Byrd Woltz, LLC in an amount not to exceed $90,400.00 for the development of a graphics, identity and signage package for the five primary elements of the Cultural Arts Corridor Project. Page 1 Printed on 9116120 Resolution: 234-20 File Number. 2020-0728 Section 2: That the City Council of the City of Fayetteville, Arkansas hereby approves a budget adjustment, a copy of which is attached to this Resolution. PASSED and APPROVED on 9/15/2020 Attest: rrff� GOER KCITY / T��•'�. O Kara Paxton, City Clerk Treasuaer :. FgyE/T�V/�(£•. • ';qNs PIS I O it��N�� Page 2 Printed on W10120 City of Fayetteville, Arkansas 113 West Mountain Street `. \\ Fayetteville, AR 72701 (479) 575-8323 Text File File Number: 2020-0728 Agenda Date: 9/15/2020 Version: 1 Status: Passed In Control: City Council Meeting File Type: Resolution Agenda Number: C. 5 NELSON BYRD WOLTZ, LLC CHANGE ORDER NO.3 - 2019 CULTURAL ARTS CORRIDOR BOND PROJECT: A RESOLUTION TO APPROVE CHANGE ORDER NO.3 TO THE CONTRACT WITH NELSON BYRD WOLTZ, LLC IN THE AMOUNT OF $90,400.00 FOR THE DEVELOPMENT OF A GRAPHICS, IDENTITY AND SIGNAGE PACKAGE FOR THE FIVE PRIMARY ELEMENTS OF THE CULTURAL ARTS CORRIDOR PROJECT, AND TO APPROVE A BUDGET ADJUSTMENT - 2019 CULTURAL ARTS CORRIDOR BOND PROJECT WHEREAS, on June 19, 2018, the City Council approved a contract with Nelson Byrd Woltz, LLC, to provide landscape architecture services for the design of the Cultural Arts Corridor; and WHEREAS, change orders were previously approved to allow the landscape architect to proceed with Phase 2: Design Development, Construction Drawings, and Bidding Services; Phase 3: Construction Documentation, Bidding, and Negotiation; and Phase 4: Construction Administration; and WHEREAS, Change Order No. 3 will allow for the development of graphics, identity and signage package for the five primary elements of the Cultural Arts Corridor project. NOW, THEREFORE, BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF FAYETTEVILLE, ARKANSAS: Section 1: That the City Council of the City of Fayetteville, Arkansas hereby authorizes Mayor Jordan to sign Change Order No. 3 to the contract with Nelson Byrd Woltz, LLC in an amount not to exceed $90,400.00 for the development of a graphics, identity and signage package for the five primary elements of the Cultural Arts Corridor Project. Section 2: That the City Council of the City of Fayetteville, Arkansas hereby approves a budget adjustment, a copy of which is attached to this Resolution. City of Fayetteville, Arkansas Page 1 Printed on 911012020 Peter Nierengarten Submitted By City of Fayetteville Staff Review Form 2020-0728 Legistar File IC 9/15/2020 City Council Meeting Date - Agenda Item Only N/A for Non -Agenda Item 8/27/2020 SUSTAINABILITY/RESILIENCE (631) Submitted Date Division / Department Action Recommendation: Approval of Change Order #3 in the amount of $90,400 to the contract with Nelson Byrd Woltz (NBW) Landscape Architects for the development of a graphics, identity and signage package for the Cultural Arts Corridor project and approval of a budget adjustment. Budget Impact: 4608.860.7800-5860.02 Account Number 46080.7800 Project Number Budgeted Item? Yes Does item have a cost? Yes Budget Adjustment Attached? Yes Purchase Order Number: 2019-00000741 Change Order Number: 3 Original Contract Number: 2018-00000032 Arts Corridor 2019 Bond Project Fund Arts Corridor Improvements Current Budget Funds Obligated Current Balance Item Cost Budget Adjustment Remaining Budget Project Title $ 20,376,985.00 $ 1,012,00S.74 r" 1 $ 90,400.00 '1 74 ''; <.. V20180321 Previous Ordinance or Resolution Approval Date: Comments: This item will be placed on a new Purchase Order CITY OF FAYETTEVILLE ARKANSAS MEETING OF SEPTEMBER 15, 2020 TO: Mayor and City Council THRU: Susan Norton, Chief of Staff FROM: Peter Nierengarten, Environmental Director DATE: August 27, 2020 CITY COUNCIL MEMO SUBJECT: Change Order to Contract with Nelson Byrd Woltz for a Graphics, Identity and Signage Package for the Cultural Arts Corridor Project and Approval of a Budget Adjustment. RECOMMENDATION: Staff recommends approval of Change Order #3 in the amount of $90,400 to the contract with Nelson Byrd Woltz (NBW) Landscape Architects for the development of a graphics, identity and signage package for the Cultural Arts Corridor project and approval of a budget adjustment. BACKGROUND: The Cultural Arts Corridor (CAC) is a new 50-acre outdoor public space that will help to revitalize Fayetteville's downtown area and create a destination for residents and visitors. Linking the City's key cultural institutions —including the Walton Arts Center, TheatreSquared, Nadine Baum Studios, Fayetteville Public Library, and the University of Arkansas' Art and Design District —the corridor will showcase and celebrate local arts culture. It will also enhance civic space and serve as a catalyst for additional development and density in the downtown area, increasing bike trails and connections, and improving streets and walkability. This project is part of a Bond package approved by Fayetteville voters in April 2019. There are five primary elements included in plans for the Cultural Arts Corridor: The West Avenue Civic Space, West Avenue streetscapes, The Fay Jones Woodland, The Razorback Greenway, and a new parking deck at the corner of West and Dickson streets. With support and assistance from the Walton Family Foundation Design Excellence Program, Landscape architects Nelson Byrd Woltz (NBW) were selected to design the corridor. Construction plans for the Fay Jones Woods, the Razorback Regional Greenway, and street improvements along West Ave, Gregg Ave and other adjacent streets are complete with construction beginning in September 2020. Schematic Design has been completed for the West Ave. Civic Space and street improvements to the adjacent West Ave. and Dickson St., with construction of these elements set to begin in Spring 2022 after completion of the new parking deck. Mailing Address: 113 W. Mountain Street www.fayetteville-ar.gov Fayetteville, AR 72701 DISCUSSION: The scope of work and fees proposed in this change order with Nelson Byrd Woltz are for the graphics, identity and signage package for the five primary elements of Cultural Arts Corridor project. A comprehensive graphic, identity and signage package for the Cultural Arts Corridor will ensure an aesthetic continuity amongst the different and distinct project areas. With input from stakeholders, Archetype, a talented and reputable Fayetteville -based creative agency, will support branding, identity, and graphic services. Public engagement will be included as part of the process, especially around naming opportunities to continue to build support and education about these projects. This work includes: • Developing a branding strategy and plan, • Preparing a project graphics identity package and style guide, • Assisting with public engagement around the naming of features or elements, • Preparing and presenting naming and graphics options to selection committees, • Signage design, and • Assisting with signage bidding and construction administration. BUDGET/STAFF IMPACT: The maximum not -to -exceed amount authorized for this work is $90,400. Funding for this work will come from the Cultural Arts Corridor Bond. Attachments: Appendix A — Scope of Work, Schedule and Fees Budget Adjustment Nelson Byrd Woltz Landscape Architects Appendix A Scope of Work, Schedule, and Fees August 26, 2020 Proposal for Cultural Arts Corridor Fayetteville, Arkansas Professional Services: Graphic Identity and Signage Package 310 East Market Street, Charlottesville, VA 22902 • T 434.984.1358 / F 434.984,4158 • www.nbwla.com Graphic Identity and Signage Package The following proposal outlines a process and fee to prepare a comprehensive Graphic and Identity package for the Cultural Arts Corridor and to provide initial signage design for Bond Phase 1, which will begin construction in September 2020. This process will be facilitated by NBW, ensuring aesthetic continuity amongst the project areas, and with input from stakeholders. Archetype, a talented and reputable Fayetteville -based creative agency, will provide Branding, Identity, and Graphic Services. Public engagement will be included as part of the process, especially around naming opportunities, and to continue to build support and education about the projects. Graphic Identity and Public Engagement 4-5 months NBW will facilitate a design process which will include: • Preparation of Branding Strategy and Plan, including: Brand identification and key messaging Prepare and refine naming strategies and guidelines for: ■ Cultural Arts Corridor • Civic Space • Gregg Ave Natural Area 0 Implementation plan Preparation of full Graphic Identity package / Style guide, including: 0 Logo and font selections o Color Palettes Signage typologies, ranging from physical signage, banners, interpretive signage, promotional materials c Web and print typologies style guide • Prepare and present naming and graphic options to Steering Committee • Assist in preparation of public engagement (especially, around naming) in coordination with the City of Fayetteville, and Experience Fayetteville Deliverables Cultural Arts Corridor Brand Strategy and Implementation Plan Cultural Arts Corridor Graphic Package/Style Guide Signage Bid Document - Bond Phase 1 4 weeks Interpretive content research and coordination of content with Client and other stakeholders Prepare signage RFP, to include: 0 5 Interpretive signs in the Fay Jones Woods 0 Site orientation 0 Safety 0 Art signage page 2 of 5 Temporary event signage Integration of existing City signage Deliverables • Signage Design Package for Phase 1 Bidding and Negotiation/Construction Administration — Bond Phase 1 Timeline to be coordinated w/ Phase 1 construction schedule • Assist the Client and design team in evaluating bids from contractors by responding to RFIs related to bidding process • Review of submittals, shop drawings, and product substitutions • Provide punchlists at substantial completion and final acceptance/project closeout • Review construction progress and mock-ups • Respond to RFIs Deliverables • Submittal reviews • Punchlists • Field Reports and SKs (Clarification Sketches), as needed Travel • No travel is anticipated, especially given Covid-19 and social distancing guidelines. Should travel be required, it will be subject to approval by CoF and will be billed as an Additional Service. Nelson Byrd Woltz Landscape Architects (NBW) will continue act as prime consultant and project lead. The following proposal is intended to clearly describe the scope elements provided by NBW and those that will be provided by sub -consultants. As prime consultant, NBW will coordinate the design team and collect and submit design packages and billing directly to the City of Fayetteville. The attached document from Archetype details their team, experiences, and approach to this project. This document describes the approach towards public engagement and naming that is an exciting way to more bring even more of the public into the process and build more knowledge and excitement for what the Corridor can become. We are excited to have them on board and to bring this proposal for your consideration. Nelson Byrd Woltz Landscape Architects Fee Summary Compensation We propose a fixed fee of $90,400, to be billed in proportion to the work completed. $ 52,900 Branding, Graphic Identity and Public Engagement (Archetype) $ 21,000 Project Facilitation, Engagement participation, Alignment w/ Cultural Arts Corridor Schematic Design. (NBW) $ 11,500 Signage Bid Document - Bond Phase 1 (NBW) $ 5,000 Bidding and Negotiation/Construction Administration - Bond Phase 1 (NBW) The figures above represent amounts for the phases and scope as described. Fee disbursement will be according to percentage work complete as reported by NBW every month, and will include sub - consultant fees, mark-up, and reimbursable expenses. NBW fees include 5% mark-up on expenses and sub -consultant fees. Assumptions The proposed design fee is based on the anticipated schedule and scope indicated in this proposal. Should the scope change, we will work with the CoF to adjust our schedule, staffing, and fee accordingly. Nelson Byrd Woltz Landscape Architects page 4 of 5 Additional Services • Additional Services will be billed at the rates provided below. Travel is billed at time. Expenses will be billed at cost and as per CoF policy. 2019 Schedule of Hourly Rates Nelson Byrd Woltz Landscape Architects Principal $350 Associate Principal $250 Senior Associate $200 Associate II $180 Associate 1 $160 Designer III $140 Designer II $130 Designer 1 $120 Conservation Biologist $120 Technical/Research $100 Fees for professional services are calculated using the hourly rates listed above. Travel time is billed at 50% of the regular hourly rate. Cost of Consultants employed by the Landscape Architect and Rates are subject to change annually. Nelson Byrd Woltz Landscape Architects page 5 of 5 f t e-7 We elevate stories that connect and drive meaningful engagement between brands and their audience. ARCHETYPE, INC. Connecting to an audience in a meaningful, honest way is important to us —whether through a beautifully designed space or a seamless online experience. Beyond our core group, we tap into a network of creatives, from documentarians, photographers and illustrators, to chefs and winemakers. Collectively, we work with local, regional and national clients focused on food and beverage, hospitality and retail. w 0 a W 0 w 0 a w ARCHETYPE, INC. x a 0 3 w 0 a 0 a 0 a a All good things are wild and free. The Leadership Will Collins Creative Director Will is Creative Officer and founding Partner of Archetype —an anthropologist, musician, and visual artist with Southern roots and international scope whose digital solutions focus on the intersection of exceptional design and the human experience. With over a decade of design expertise, Will creates story -rich, utilitarian identity for beloved local businesses, startups, and global brands. Mike Milburn Strategy and Client Services As partner of Archetype and Chief Strategist, Mike is passionate about creating successful campaigns and collaborative client relationships with over io years experience servicing global brands at CJRW. His sharp eye for detail, creative insight and make -it -happen mindset drive efficient production through to final product delivery. 4*� Emily Collins Kell Strategy and Client Services While living in San Francisco, Ernily garnered io years of lifestyle, food and wine communications and storytelling experience grounded in hospitality and artisan food producers while also servicing boutique and global wine brands. Her projects focus on strategic communications, destination marketing, media relations and copywriting. 4 ARCHETYPE, INC. Project Team Tim Campbell Art Director Will Clower Client Services Erin Armstrong Art Director Macy Burr Designer Lauren Tumbleson Designer Courtney Lashar Designer 5 x a 0 w 0 a U) 0 a 0 x w Our Studio Northwest Arkansas is one of America's fastest growing and most dynamic regions —a destination ranked as the world's #2 best trips [Outside Magazine], as well as the nation's #1 best affordable place to live and #3 [US News & World Report] overall best place to live. Our central location makes us a gateway and a hub, home to Walmart, the world's largest retailer, with offices from fortune 500 CPG companies. Our Work The Haywood The Haywood offers an unparalleled alternative to the conventional hotel stay, a strikingly modern escape in the center of El Dorado's historic downtown, Layer in the Murphy Arts District and you have a truly unique cultural southern destination. Archetype partnered with Newmark Moses Tucker Partners and AMA Architects to develop the Haywood brand, involving core messaging, identity, signage, and guest experience. We presented Haywood as a forward -thinking space —sleek, vibrant, and open to possibility. A modern take on southern life, an ode to the culture, the people, and their stories. Designed for your story to unfold. The 70 room boutique hotel will be a part of Hilton's Tapestry Collection and is scheduled to open in Summer 2020. lJ Ii k lb"t A— Ropeswing Ropeswing's hospitality -focused concepts are refreshing, forward - thinking spaces in burgeoning downtown districts. They are energetic cultural, culinary and entertainment destinations that reimagine how we work and play. Archetype partnered with Ropeswing to develop core messaging and Ac DI: positioning for their internal team and recruitment efforts, as well as the o design of Ropeswing's core identity system and collateral. a w The partnership continued with designing the identity and signage 0 a system for one of their first concepts, Record, in downtown Bentonville. F7 EIGHTH STREE"r MARKET SthStreet Market 8th Street Market is the intersection of food and farm, of culture and community. It is the place where news is shared, ideas hatched and meals served in downtown Bentonville. Archetype was brought in to the project early to concept a name and a core identity for a thriving hub that inspires and fosters community. The name 8th Street Market provided a x strong sense of place that's grounded by history and pride-8th Street abeing a central artery of the region, both physically and culturally. The w mark allowed for growth and evolution, easily implemented across zones, 0 a as a tnreaa tnat ties ine marKet experience togetner. vve utilized the new a 0 identity system to build out monument and ADA signage, and essential w a messaging and wayfinding throughout the space. a 10 ARCHETYPE, INC. Brick Avenue Lofts In 2017, Archetype partnered with Specialized Real Estate group to launch a new apartment community in downtown Bentonville. The project was driven by a mission to cultivate healthy spaces that inspire people to connect with their neighbors and natural surroundings. Working closely with key stakeholders, Archetype was tasked with name development and creating an identity system that would translate to on -site wayfinding and digital applications. Archetype concluded the project with a full signage package that would be implemented to the new Brick Avenue Lofts campus. „H '4 r� �i 0 •yJi\ I., �,,►Ir o L\ W ro Unexpected The Unexpected is a downtown revitalization project created by 64.6 Downtown. The project began in 2015 and has transformed downtown Fort Smith into a world -class destination for urban and contemporary public art. The growing collection of permanent/semi-permanent outdoor art now includes more than 30 pieces by highly sought after x international artists such as D*Face, Ana Maria, Askew, Okuda San Miguel, x Bordalo II, Maser, and so many others. 0 3 w 0 1 ne project culminates in an annual, weeklong testival ottering cn w augmented activities expanding on art, music, and thought to create an 0 a enhanced cultural experience in downtown Fort Smith. 12 PPA F� N Fox Trail Distillery Fox Trail Distillery is proudly independent —pioneering the small batch spirits movement in Northwest Arkansas. The interactive distillery provides an unforgettable guest experience and the tools for a cultivated beverage lifestyle. x Archetype partnered with Fox Trail Distillery from the ground up to 0 develop an identity system and core messaging for the umbrella brand, w as well as their line of products, Archetype's role ranged from naming 0 a and trademarking, messaging, photography, and packaging, a U) 0 a 0 a a 13 r 46 b +••�• ` �+ • �•' • • • • Ablb fit1 a.* 40 0,4 0 WX California based WX Brands is one of the leading global portfolio of wine brands with 4 million cases sold worldwide. Archetype partnered with WX to manage social media for their leading brands: Bread & Butter, Chronic Cellars, Our Daily Wines, Jelly Jar, and Jamieson Ranch. Working closely with the WX marketing teams, Archetype developed a yearly content strategy for their social channels. Tasks include campaign strategy, photography, social listening, digital ad placement, and copywriting. 14 �0 y 4i e.raw want 9f • • ~ dW- I vwj��. .E+ilidl� i NWACouncil Nonprofit organization, Northwest Arkansas Council, aims to ensure the region's successful future by working with partners to advance quality of life, improve the region's workforce, create job opportunities, upgrade infrastructure and keep up with the region's impressive growth. x Archetype was challenged to create a seamless digital experience for the a 0 organization's core public -facing initiatives, used not only as a resource 3 o for locals, but also as a regional recruiting tool to inform and inspire discovery of the lifestyle, the people, the places that make Northwest En 0 Arkansas a highly competitive place to relocate. 0 a a i5 4 dw • • S woos,. Raeburn Raeburn Winery produces elegant and expressive Chardonnay and Pinot Noir from California's acclaimed Russian River Valley. As stewards of the land, Raeburn honors the vital, delicate balance between water and winemaking, with a company mission to protect the thriving and wildly diverse watersheds of Russian River Valley and beyond. Archetype was tasked to develop brand positioning, design and write copy for a new website, and bring those stories to life via social content, as a platform for expanding national distribution around a new package launch. .7 -__ ...... Grass Roots Coop a", What began as a small Arkansas -based farming cooperative, has evolved into a nationally distributed meat share company —the only farmer -owned, i00% customizable monthly meat box subscription in the country. Prior to that national product launch, Grass Roots Farmers Cooperative came to Archetype for brand strategy, visual identity, website and ecommerce development, as well as crafting their consumer -facing message of radical transparency. Our mission was first to communicate a clear message of farming transparency, what it means to trust your food source. The resulting tagline was 'Eat with Confidence' followed by a focused vision of changing how animals are raised and how conscientious consumers shop. 17 ARCHETYPE, INC. 001 Medlock Ames Tasting Room 002 NWA Council 003 Specialized Real Estate 004 Sage Partners OO5 Feed & Folly 006 Fayettechill 007 Slim Chickens oo8 WX Wines oo9 Black Apple Marketing Websites, Identity Marketing Naming, Identity Signage, Identity Website, Marketing Marketing, Identity Photography, Social Packaging 010 Walmart Design o11 Unexpected Identity 012 ArkLab Identity 013 Tyson Family Foundation Identity 014 Grass Roots Coop Marketing, Identity o15 Arkansas World Trade Center Website 016 Big Box Karaoke Signage, Identity 017 Ropeswing Group Marketing, Identity 018 Mount Sequoyah Strategy wig 8th Street Market Naming, Signage, Identity 02o Bota Box Wines Photography, Social 021 Fayetteville Public Schools Identity 022 Fayetteville Underground Identity 023 Northwest Arkansas Trails Strategy 024 City of Fayetteville Identity 025 Record Downtown Signage, Identity o26 Stone Alter Website 027 Ai saga's Packaging, Identity 028 Fox Trail Distillery Packaging, Identity 029 Uptown Fayetteville Marketing, Signage 03o Brick Avenue Lofts Signage, Identity 031 Haywood Hotel Signage, Identity 032 Grit Studios Signage, Identity 033 Raeburn Wines Website, Photography 034 646 Downtown 035 Bread & Butter Wines Identity Social, Photography 036 Chronic Wines Social, Photography 18 Proposal ARCHETYPE, INC. We look forward to working collaboratively with NBW and the City of Fayetteville for a successful 2020 launch of a name and identity for the Cultural Arts Corridor The following proposal outlines Archetype's recommendations, as well as providing insight into process and timeline for the project. x a 0 3 w 0 a U) 0 a 0 a w ARCHETYPE, III C. Setting the stage for a fast -paced communication strategy, Archetype proposes to work collaboratively with NBW and the City of Fayetteville to design a Naming Toolkit that will excite and engage community to get involved in this once in a lifetime opportunity to name this vibrant cultural destination for the people, by the people. Website: Archetype to design a website that will host inspiration for the Cultural Arts Corridor, while providing a glimpse to the finished product to help imagine the realm of possibility. There will be a Naming loi section that will present cheeky examples and guidelines on how to have fun and think outside of the box when brainstorming a name. The site will present a call -to -action to submit your own inspired name and provide a sentence or two of why it should be adopted as the new name. Digital Support: To help with communication outreach, Archetype will provide creative messaging and graphics and/or video toolkit presenting the campaign to w the public to be used for social media and public relations. 0 a rn 0 a 0 x w ARCHETYPE, INC. There will be two established committees to narrow the field of name candidates to a short list of options: Community Committee and Steering Committee. Community Committee: Archetype will work with NBW and the City of Fayetteville to choose individuals to be asked to be involved with the Community Committee. This would consist of, but not limited to, muralists, historians, chefs, business owners, musicians, etc. Additionally, with the launch of the Naming Campaign website, Archetype will design a call -to -action for interested parties wanting to be a part of the Community Committee. This will be presented as a simple, public facing form, asking why they would like to be involved and relevant experience to consider for the project. Archetype will work with NBW and the City of Fayetteville to select interested parties from form submissions. Steering Committee: The Steering Committee will consist of key project stakeholders designated by NBW and the City of Fayetteville. Short List: After naming submissions have come to a close to the public, Archetype will help facilitate small a virtual working sessions, combining the Community and Steering Committees, to provide real-time 0 a w feedback and grade against relevant and predetermined categories that best represent the Cultural 0 ,, Arts Corridor. The list of names will subsequently be narrowed to a short list of naming options. F m 0 a 0 Pc a ARCHETYPE, INC. Following the short list selection exercise, Archetype, NBW, and the City of Fayetteville will have narrowed to the top names for final selection by the general public. There will be a polling system in place for the general public to vote for their favorite choice for a duration of time. Chosen Name: The name with the most votes will be the new name of the Cultural Arts Corridor. The name will remain confidential until the first phase of identity is complete. Gregg Avenue Park and Civic Space Naming: Following the name selection exercise of the Cultural Arts Corridor, Archetype will provide naming recommendations for Gregg Avenue Park and Civic Space that will align with the identified brand direction. Name recommendations will be provided to the Steering Committee for final a selection. 0 a 4 0 a 0 a a F, P C If F`PY PF. 111C. With the chosen name selected, Archetype will work collaboratively with NBW to identify 3 options for core identity. Each option will show how the identity could be used in application with color, typography and design elements identified. Chosen Identity: Archetype will present the three developed identity options to NBW and City of Fayetteville for final selection. Archetype will package up the identity system and provide the City of Fayetteville with graphics to present the name and identity of the Cultural Arts Corridor. Core Messaging: As a result of a brand study with key stakeholder interviews, Archetype will develop a working document that communicates brand narrative for media relations and external communications. This will include brand statement, positioning, core values and pitch angles. The final deliverable to be provided in brand guide. ARCHETYPE, INC. Archetype will work with the NBW and the City of Fayetteville to outline strategy and production for identity implementation as needed. Scope would be drafted on an ad hoc basis. This could include but not limited to the following: Experience District Develop a plan for defining experience zones, setting the stage for activating spaces and programming, naming zones, and providing graph ic/art/signage strategy for each space. Signage/Wayfinding Archetype to propose working with NBW, City of Fayetteville, and vendor to develop a plan and design wayfinding system for corridor. Website Using brand guide from core identity system and messaging, Archetype to propose repositioning Naming Campaign website as an informational website with a goal for brand awareness and community outreach. x Social 3 w Align with Experience Fayetteville and City of Fayetteville to launch and maintain social channels with 0 approved content strategy and calendar. 0 a 0 a a ARCHETYPE, INC. Costs are based off of an agency rate of $ioo/hr and are intended to be a guide based on our recommendation for the project. Deliverables: + Naming: $31,000 + Core Identity: $13,900 + Core Messaging: $8,000 Total Costs: $52,900" Terms: Archetype will bill actual time invested in project at an agency rate of sloo/hr and to not to exceed Total Costs outlined. If scope or key parameters of the project changes, Archetype will issue an updated addendum accordingly. Client will appoint one contact to communicate the Client's needs. For all projects, actual time and accrued expenses will be billed on a monthly basis unless otherwise agreed by both client and Archetype. All payments are non-refundable and due 15 business days after invoice date. If you have any questions about the information in this estimate or need clarification, please do not hesitate to call us anytime at 479-595-8581 or send us an e-mail at hi@archetypepro.com. By accepting this proposal you are verifying that you are an authorized representative of your organization with power to make executive decisions, and you're agreeing to the terms and payment requirements stated above. Receipt of down payment also constitutes acceptance of these terms. This quote is valid for 3o days. You may print this form for your records. x a 0 3 w 0 0 (` Y � (� U) m 0 A, 0 a a Will Collins / Partner Thank You. Archetype, Inc. 831 S School, Fayetteville, AR 72701 479.595.8581 City of Fayetteville, Arkansas - Budget Adjustment Form (Legistar) Budget Year Division Adjustment Number /Org2 SUSTAINABILITY/RESILIENCE (631) 2020 Requestor: Peter Nierengarten BUDGET ADJUSTMENT DESCRIPTION / JUSTIFICATION: Approval of Change Order #3 in the amount of $90,400.00 to the contract with Nelson Byrd Woltz (NBW) Landscape Architects for the development of a graphics, identity and signage package and an operations and maintenance strategy for the Cultural Arts Corridor project and approval of a budget adjustment. RESOLUTION/ORDINANCE COUNCIL DATE: 9/15/2020 LEGISTAR FILE ID#: 2020-0728 Ke/v&yt, spr&YyeX 812712020 12:16 PM Budget Director TYPE: JOURNAL #: Date D - (City Council) GLDATE: 9/15/2020 CHKD/POSTED: TOTAL - - v.20200820 Increase / (Decrease) Project.Sub# Account Number Expense Revenue Project Sub.Detl AT Account Name 4608.860.7800-5860.02 90,400 46080 7800 EX Capital Prof Svcs - Engineering/Architects 4608.860.7999-5899.00 (90,400) 46080 7999 EX Unallocated - Budget H:\Budget Adjustments\2020_Budget\City Council\09-15-2020\2020-0728 BA Arts Cooridor CO3 Nelson Byrd Woltz 1 of 1