Proposal - King's Ride ShopX-PARK MANAGEMENT PROPOSAL
____________________________________________________________
James Colella DBA/ Kings Rideshop
68895 Perez Rd. STE I-16
Cathedral City, CA 92234
760-567-7092
wearekingsride@gmail.com
I, James Colella, declare that all information and pricing provided in this proposal for the
X Park Management and Maintenance is valid for the next 90 days beginning August
31, 2021. All individuals who will perform the work detailed in this proposal are free of
any conflict of interest with the City of La Quinta.
James Colella, DBA/King Ride Shop
1.BACKGROUND, QUALIFICATIONS, AND EXPERIENCE
1.A Kings Rideshop is a Coachella Valley BMX shop that has been locally-owned
and open for business for 17-years. Our family, the Colella Family from Cathedral City,
has been involved with the local community for nearly 20-years and opened Kings
Rideshop in 2004. In the past 17-years, the shop has grown to one of the most
reputable shops nationwide and has gained worldwide recognition. During this time,
along with daily operations, we have been heavily involved with local youth, by hosting
events that not only provide kids with a space to showcase their talents on a bike, but
also a safe environment to ride with friends, meet new people, and socialize after
school. Our family (wife + 2 kids) has been looking for an opportunity to expand our
efforts in supporting the local youth via “Safe Spots,”to ride, hang out, and receive
guidance from our network of globally-renowned professional BMX athletes. We host
annual inclusive events and partner with global corporate brands like Monster Energy,
Vans, and Endemic Brands.
Kings Rideshop has worked with The City of Desert Hot Springs for the Opening Day
events for the Guy Tedesco Skatepark as well as follow up events, Good Times Jams,
in the subsequent years.
We continually work with The City of Palm Springs Park and Recreation to help support
their Come Ride With Us Bike Club as well. Our focus is to support the community that
supports us-- we have several references that can attest to our commitment and
support for the community.
1.B Taxpayer Identification Number: 519049432 remain confidential -
1.C Please see Appendix A, Concerns and Exemptions Regarding Required years of
Experience.
1.D Please see Appendix B, Project Manager and Key Personnel Resumes
1.E Kings Rideshop is solely owned by James & Jessica Colella/DBA Kings
Rideshop. It was incorporated in California on May 19th, 2004.
1.F Kings Rideshop is solely owned by James & Jessica Colella.
1.G James and Jessica Colella have over 30 years of combined experience in the
action sports industry, 17 of those years owning and operating one of the most
recognizable BMX retail shops in the country, Kings Rideshop, and our ecommerce site
kingsrideshop.com. Through the creation and growth of Kings Rideshop, we have made
valuable relationships with many people in the local cities/communities. Kings is known
in the Coachella Valley as the epicenter of events with world famous professional
athletes-- ranging from X-Games champions to YouTube stars. James and Jessica have
also built very close relationships in the action sports industry with everyone including
professional athletes, CEO’s, Marketing Directors,and even representatives of some of
the largest brands. With these relationships, Kings has been able to lift the BMX scene
in the Coachella Valley, leading locals to participate in projects world wide. With the help
of Monster Energy, Kings became the first and only business to bring professional
X-Games athletes to endemic events in the Coachella Valley on BMX Day in July 2021.
Combining Jessica’s experience managing the core skate shop Utility then the Vans
store in Palm Desert, and James’ long history in action sports, Kings has the most
qualified team for the community and for skatepark management. They live and breathe
action sports in the community everyday.
Kings has established and distinguished annual events--Dak Friday,BMX Day,
and Desert Reign-- as well as long running local events--The Weekly Word,Game Of
King, and Demo Days-- on a regular basis. We organize,find sponsors for, and execute
the event with no entrance or participation fee; many of these events are in partnership
with skateparks. Kings also supports other events in our community such as CRWU
events hosted by the Park and Rec of the City of Palm Springs and has volunteered to
work as a repair stop at the Tour of Palm Springs.James and Jessica engage directly
with the local community on a daily basis at parks,spots and in store.
The team at Kings works collaboratively with brands to help promote and bring
shop awareness using both events and products. In 2020 Kings was selected by Vans
to design a shoe for a project called “FOOT THE BILL ''. The project was made to
support financially and morally small businesses during the pandemic. For 2021, Vans
selected Kings Rideshop to be part of an international video contest “The Circle,” based
on professionalism and popularity. Since 2010, Kings has created dozens of
collaborative products and projects with Cult Crew,the most popular bike and softgoods
brand in BMX. James and Jessica have routinely collaborated on events with Monster
Energy since 2013. Through these collaborations we have built a following of fans,
customers and athletes. The following has brought us a large social media following, as
well as reach, through our collaborative partners.Our roots are firmly planted in our
local community-- we are the local community.
Social Media Assets-
Instagram- @kingsrideshop;40.1K+
Facebook-facebook.com/kingsrideshop;4.4k+
YouTube- Kingsrideshop;2.5K+ (Monetized)
Event Experience
2004- Present: Owner/Operator of Kings Rideshop
2007: Coordinated the grand opening of the Guy Tedesco Skatepark for the City of
Desert Hot Springs
2008-2009: Coordinated “The Goodtimes Jam” at Guy Tedesco Skatepark
2010: Ride Palm Desert in Cooperation with Utility Rideshop
Hosted Fit Bike Co. Meet & Greet/ demonstration at Kings Rideshop
Hosted Cult Crew Meet & Greet/ demonstration with video interview at Kings Rideshop
2012- 2019: Dak Friday Event at Kings Rideshop in Cooperation w/ Monster Energy,
Cult Crew.
2012: Hosted Odyssey Palm Springs (Professional Team Event)
2017-2018: Coordinated Desert Reign contests
2020: Vans Foot the Bill Program (Designed a shoe with Vans that was sold on
vans.com)
2021: BMX DAY with X-Games Medalist at Kings Rideshop
2021: Vans “The Circle”
1.H PROJECT UNDERSTANDING AND APPROACH
Our understanding of the purpose of the skatepark and our direction for it will be broken
down into a few categories:
1. Ensuring safety. The park needs set ordinance and directive to keep users
safe while assuring everyone can enjoy it equally.Users are met at the entrance to sign
waiver forms and show necessary safety equipment before being allowed entry.
Skatepark employees must supervise the park at all times to enforce safety rules and
assure the park surface is suitable for use.
2. Organizing inclusive usage event schedule. The park will maintain a schedule
of Skate and BMX events open to the public with possible caps on registration to keep
the safety of the users and staff assured. Organize a professional usage event
schedule.
3. Pro Shop management, initial build out to operate a clean and contemporary
pro shop. Using up-to-date retail guidelines and software to offer a premium and secure
shopping experience. Maintain a high level of inventory pertinent to popular sales and
rentals to the best of our ability. Assist users with equipment service and assembly.
4. Keep records and create summaries to keep the City of La Quinta informed on
current skatepark usage, events, financials or concerns that the City of La Quinta would
want or need as described in management agreement.
5. Scheduled maintenance and janitorial services of the park and facilities to be
acted out upon a set schedule.
Upon execution of contract Kings Rideshop is prepared to inspect the park and facilities.
Any questions or concerns will be written and forwarded to the City of La Quinta. Build
out of the Pro Shop should be completed in 3-4 weeks.Inventory is receivable on a
prebook basis only from many companies. Kings Rideshop maintains its own
warehouse of goods and has already pre-ordered ample product to fully stock skate and
BMX products as well as rental equipment upon park opening.
Kings Rideshop will obtain all necessary permits and licenses as well as insurance prior
to opening day of the park. Event plans and schedules shall be submitted to the City of
La Quinta and modified upon request. Kings Rideshop will maintain a website and
social media with information about X-Park usage,upcoming events and Pro Shop
services/product. Kings Rideshop will use it’s social media channels as well as it’s
partners channels to promote the X-Park, Events at the X- Park and products/services
available at the Pro Shop. Kings Rideshop will utilize Smartwaiver to keep track of
skatepark users.
1.I SCOPE OF WORK
Manage, promote, supervise, operate, and maintain skatepark and pro shop/concession
building. Services will include, but not limited to;Professional supervision of skatepark
during hours of operation.
▪ The skate park will be staffed with a minimum of two (2) trained staff members over
the age of eighteen (18) during all hours of operation.
▪ Two (2) qualified staff members to be present inside the skating surface/facility during
the most popular skating times and when there are more than 100 participants in the
skating area.
▪ Kings Rideshop shall comply with all Federal, State and Local laws and statutes
concerning safety. Kings Rideshop shall manage all work areas to ensure the safety of
employees and visitors in the property.
▪ All Staff will be CPR and First Aid certified.
▪ Provide supervision of skate and BMX use during park hours of operation.
▪ Skate Park hours of operation are Monday-Friday 9:00AM-9:00PM and Saturday and
Sunday 9:00AM-9:00PM.
▪ Implement a participant database.
▪ Track park users and secure liability waivers on file.
▪ Enforce rules, regulations, and safety standards.
▪ Supervise park users and insure proper gear is enforced,facility rules and park
ordinance(s) (Attachment 7)
▪ Provide safety gear rental equipment.
▪ Promote, provide, monitor, conduct lessons, special programs (camps), and
competitions throughout the year. Provide proposed schedule to the City, such as:
▪ Camps – maximum of six (6) 5-day camps per year (30 participants per camp).
▪ Lessons – maximum of one session per week (20 participants per session).
▪ Contests – maximum of 8 per year (100 participants max per contest).
▪ Concerts – maximum of 12 per year (200 participants per competition).
▪ Provide necessary repairs, cleaning and regular/routine maintenance of the facility.
Maintenance shall include janitorial services. Provide proposed scope and schedule to
the City.
▪ Operate and maintain a staff pro shop, provide all supplies, materials and equipment
necessary for operation, food and beverage, first aid, minor equipment repairs, maintain
inventory of equipment and merchandise, facility skate operation, concession facility
and operations.
1.J SCHEDULE OF EVENTS
12/4/2021- Opening Day Ceremony followed by jam format competition for Skate &
BMX events with athletes voted the winner. With Professional athletes.
Winter Break Camp- date to be determined by local school break. Mon-Friday 2- hour
instruction for BMX or Skate w/ free rental use for first time attendees. Free entry with
cap on first 30 sign ups.
Tech Tuesday- First Tuesday of every month we hold an open class on the
maintenance/repair of equipment such as changing a bike tube or replacing skateboard
wheel bearings.
Spring Break Camp- date to be determined by local school break. Mon-Friday 2- hour
instruction for BMX or Skate w/ free rental use for first time attendees. Free entry with
cap on first 30 sign ups.
5/14/2022- Desert Reign, a Professional BMX contest Jam format. Park open to all
users with only contest areas sectioned off.
Summer Camp- date to be determined by local school break. Mon-Friday 2- hour
instruction for BMX or Skate w/ free rental use for first time attendees. Free entry with
cap on first 30 sign ups.
6/21/2022- Go Skate Day
7/22/2022- BMX Day - Jam+ Pump Track Race
9/17/2022- OFF THE RAILS Skate Contest
10/29/2022- Cultoween
11/25/2022- Black Friday a time for Giving
1.K SCHEDULE OF MAINTENANCE AND JANITORIAL SERVICES
Kings Rideshop has budgeted for staff to take out trash, clean restrooms, pro shop and
park surface for one hour after closing daily.
During park surface inspection once per hour during low usage and once every 30 mins
during high usage staff must identify any situation that needs to be cleaned up and
perform such a task.
Maintenance- Park surface must be swept clean of all debris before open daily. Park
surface is to be checked for debris and swept if found once per hour during low usage
and every 30 mins during high usage.
Facilities maintenance outside the scope of staff of the park must be performed by the
City of La Quinta upon written request.
2.REFERENCES OF CALIFORNIA GOVERNMENT
2.A Client Information
Jarvis Crawford- Community Center Manager
City of Palm Springs
480 TramView Road
Palm Springs, CA 92262
760-323-8271
jarvis.crawford@palmspringsca.gov
Cynthia Alvarado- Crawford
Title- Director of Parks and Recreation City of Palm Springs
401 S. Pavilion Way
Palm Springs, CA 92262
805-588-5918
TDD: 760-864-9527
2.B CRWU- Come Ride With Us, is an inclusive bicycle event that allows people in
the community a chance to participate in basic cycling events. Kings Rideshop supports
these events with prizes/giveaways for participants as well as having riders who are
sponsored by the shop participate in the event as well. The event brings the community
together in a safe and organized environment to enjoy cycling.
2.C 2/12/2021- continuously the 2nd and 4th Friday of the month.
2.D James Colella, Jessica Colella, Patrick Martinez(digital media creator),
Sponsored Riders- Tyler Crockett, Damaine Dyer, Christain Battle, Will Czerwinski
2.E The CRWU has become a staple in the community. The outreach has brought
dozens of youth to become BMX enthusiasts. The event is mostly enjoyed by families
looking to be outdoors doing a healthy activity. It will be a continuously growing event.
3.COMPLETE PRICING LIST
Initial set up expenses-
Pro Shop Build Out-
Equipment- displays, counters, POS System, Computer,TV’s, Tables, Refrigerators,
Signage, Benches, chairs, service tools
$25,000.00
Inventory-
Included but not limited to: Skateboards and skate accessories, BMX bikes and BMX
accessories, full range safety equipment, shoes, soft goods, concessions, rental
equipment.
$60,000: The cost of inventory will be covered by Kings Rideshop
Annual Expenses-
Phone/Internet $1200
Website/Social Media $960
Insurance $6,372
Payroll/Labor (increased staffing for events included)$132,288
Janitorial/Maintenance $5040
Office/facilities Supplies $1200
Total $147,060
Pre-assessment $25,000
Entry December 2021 $13,218
Annual Expenses projection based on 3% cost increase
2022 $147,060
2023 $151,472
2024 $156,016
4.STAFFING AND PROJECT ORGANIZATION
1-Manager- oversee scheduling, inventory levels and daily tasks are completed on
schedule. date to be determined by local school break.Mon-Friday 2- hour instruction
for BMX or Skate w/ free rental use for first time attendees. Free entry with cap on first
30 sign ups. Certified in First Aid and CPR
1- Assistant Manager- take on duties of manager when manager is not available as well
as merchandising. date to be determined by local school break. Mon-Friday 2- hour
instruction for BMX or Skate w/ free rental use for first time attendees. Free entry with
cap on first 30 sign ups. Certified in First Aid and CPR
2- Key holders- are able to open and close park with the same responsibilities as
associates. date to be determined by local school break. Mon-Friday 2- hour instruction
for BMX or Skate w/ free rental use for first time attendees. Free entry with cap on first
30 sign ups. Certified in First Aid and CPR
4- Associates- Perform daily janitorial and maintenance tasks, assist park users and
customers. Check in park users. Enforce safety regulations.Certified in First Aid and
CPR
Kings Rideshop also is able to set fees for events,admission, and sponsorship of the
skatepark.
5.SUBCONTRACTING SERVICES
James Colella and affiliates of Kings Rideshop will not be subcontracting any portion(s)
of the Scope of Services for the X Park Management and Maintenance.
6.DISCLOSURES
James Colella and affiliates of Kings Rideshop have never had any negative history of
civil or criminal litigation nor does it have pending criminal investigations.
7.ACKNOWLEDGMENT OF INSURANCE REQUIREMENTS
8.NON-COLLUSION AFFIDAVIT
9.ACKNOWLEDGMENT OF ADDENDA
APPENDIX A: CONCERNS AND EXCEPTION REGARDING REQUIRED YEARS OF
EXPERIENCE
Under Requested Services, Section 2 in the RFP, the City of La Quinta is requesting the
contractor to have at least 5 years experience operating a municipal skatepark facility,
and at least 3 municipal facilities currently in operation.I researched and found that only
1 firm in California could meet this requirement.The firm is owned and operated by the
CEO of Spohn Ranch, the hired contractor of the construction of the new La Quinta
Skatepark. In my professional opinion, to put any weight onto this requirement without
an audit of the other skateparks under their care could potentially be misleading. Since
no other firm exists in a capacity which the RFP requests with this requirement, I
request the City of La Quinta to overlook this requirement.
Since 2004 Kings Rideshop has been engaging the community to bring attention to the
value action sports, especially BMX bring to people’s lives. We have held dozens of
events, supported more locals to pursue professions in our industry as insiders or
athletes, than any other firm. Our reach into the community with events coordinated on
our own or with cooperation from local governments like the City of Palm Springs and
The City of Desert Hot Springs as well as large corporations such as Monster Energy
and Vans is unparalleled in the Coachella Valley.We don’t just have operations here,
we live here.
APPENDIX B: PROJECT MANAGER AND KEY PERSONNEL RESUMES
James Colella
68895 Perez Rd STE I-16
Cathedral City, CA 92234
760-567-7092
wearekingsride@gmail.com
Profile
Highly motivated Business Owner looking for an opportunity to grow and better
serve my community in a professional environment with like minded individuals.
Summary of Qualifications
Ability to manage multiple priorities at one time
Business management expertise
Expert at branding and marketing
Very knowledgable with social media for business
Website management
General knowledge of Adobe and MS software
Great communication skill
Professional Experience
Professional Bike rider- 2002-2004
Business Owner- May 19th, 2004- Present
Kings Rideshop, Cathedral City, CA
Oversee daily operations of the business, customer service, equipment assembly
and repair, finances and tax preparation, event planning,sourcing, website
management, advertising, marketing, inventory control,buying and studying
industry trends.
Responsibilities
Created and implemented plans and process for success for year over year growth
Developed key messages and opportunity for community sponsorships and support
from corporate and endemic brands.
Forecasting expenses
Reviewing and approving expense
Creating local outreach to grow business awareness.
Education
Copper Mountain College 2001-2004
JESSICA COLELLA
68895 Perez Rd., Suite I 16 Cathedral City, Ca 92234
Phone: (760) 835-9885 E-Mail: Iamjesscolella@gmail.com
OBJECTIVE To obtain a position as a team player in a people oriented organization
where I
can maximize my customer service experience in a challenging environment to
achieve corporate goals.
EXPERIENCE
Kings Rideshop Cathedral City 2011-Present
Owner
Increased sales +198% in the last 10 years. Increased overall inventory selection
to include more softgoods, shoes and accessories with ordering done daily and
seasonally. Effectively merchandised the store to optimize shopping experience.
Organized large scale events with professional athletes. Prepare web store orders
to be sent out. Build relationships with customers to ensure repeat business.
Manage accounting which includes daily totals, taxes,and bank information.
Duchess Yacht Charter Service Palm Springs 2021-Present
Office Assistant
Process new invoices, boarding instructions, and docking.Communicate updates
to guests via email and phone. Input customer information into mailing lists.
Process burial permits to state and county offices.Organize customer files for
efficient access in office. Package job folders to send to correct boats. Maintain
open communication with captains, crew, and employees.
Davita Bermuda Dunes 2016-Present
Patient Care Technician
Provide direct one-on-one patient care to provide safe, comfortable and hygienic
dialysis treatment while caring for up to 4 patients at a time. Monitoring patients
before, during and after dialysis treatment including measuring and recording
stats, patient observations, and hemodialysis machine setup. Cannulating and
removing of treatment needles. Updating daily patient schedules along with
creating patient holiday schedules.
Vans Palm Desert, CA 2011-2016
Store Manager
Worked with team to consistently beat sales goals for the last 4 years. Raised
customer service experience scores to 93%. Interviewed,hired, and on-boarded
all current staff. Controlled/managed payroll weekly and monthly. Executed
floorsets and consolidations monthly. 2013 nominee for Store Manager of the
Year. Selected to participate in 2 Go Teams to open up new store locations. Lead
weekly leadership meetings with management staff.
It’s A Grind Indio, CA 2010-2011
Barista
Managing cash drawer, greeting customers, taking orders/preparing drinks and
food, restocking product, inventory control, cleaning.
Utility Board Shop Palm Desert, CA 2007-2011
Store Manager
2
Opening/closing store, hiring/firing, merchandising,receiving/transferring
product, managing cash drawer, making bi-weekly bank deposits, training
employees, customer outreaching, planning events,conducting store meetings,
inventory control, calling companies directly to place special orders/return
authorizations, creating daily/monthly goal plans,building relationships with
customers.
Zumiez Palm Desert, CA 2006-2007
2nd Assistant Manager
Opening/closing store, merchandising, receiving/transferring product,
markdowns, engaging customers in conversations, reporting to store manager,
inventory control, managing cash drawer, nightly deposits,returns, creating daily
goal plan.
Industry Ride Shop Palm Springs, CA 2005-2006
Sales Associate
Managing cash drawer, greeting/assisting customers,receiving product,
inventory control, merchandising, exchanges
Dianes’s Palm Springs, CA 2004-2005
Sales Associate
Greeting/assisting customers, receiving/transferring product, inventory control,
merchandising, fitting rooms
APPENDIX C: REFERENCES
Sean Heimdal
Global Brand Manager BMX/Mountain Bike
Monster Energy
1 Monster Way
Corona, CA 92879
951-316-8427
sean.heimdal@monsterenergy.com
Robert Morales
Owner/CEO
Cult Crew
1559 Saint Gertrude Pl.
Santa Ana, CA 92705
714-435-2858
robbie@cultcrew.com
Jerry Badders
America’s Events and Promotions Manager
Vans
1588 South Coast Dr.
Costa Mesa, Ca 92626
714-273-3478
jerrybadders@gmail.com
Jarvis Crawford
Community Center Manager
City of Palm Springs
480 TramView Road
Palm Springs, CA 92262
760-323-8271
jarvis.crawford@palmspringsca.gov
Danny Gorman
SouthWest Sales Representative
Vans
1588 South Coast Dr.
Costa Mesa, Ca 92626
760-809-8880
vansnewaccounts@yahoo.com
Kristopher Maddock
Real Estate Broker
RE/MAX Real Estate Company
46248 Roudel Lane
La Quinta, Ca 92253
760-485-8922
kris@kmaddock.com
To Whom It May Concern,
I am thrilled to recommend Kings Rideshop for the skatepark management of La Quinta’s new X
park. As Community Center Manager for the City of Palm Springs Parks & Recreation
Department, I had the pleasure of working with Kings Rideshop for numerous activities at the
community center. One of the most memorable activities was partnering with Kings Rideshop
during the pandemic to host a bike event that featured bike races, bunny hop contest and all
prizes were donated to the youth by Kings Rideshop.Now this ios a monthly activity we do in the
community. Responsible, organized and extremely qualified,Kings is internationally known, and
I absolutely endorse their qualification and their skill set due to the past and current work we
have done with them.
When organizing our bike event, I was continuously impressed by the knowledge they brought to
the table and their dedication to staying on top of every detail. Kings exhibits over 30 combined
years of retail management and a strong relationship with core brands, and I always knew I
could rely on them to provide a unique and memorable experience along with exceeding
expectations of customers and partners. They achieved numerous accomplishments, from moving
into larger retail space to accommodate increased sales, increased social media engagement,
and collaborations with major brands including Vans,Cult, Monster Energy, and X Games to
name a few.
While King's professional acumen was immensely valuable to myself, they were also a wonderful
team player. Optimistic, engaging and easy to get along with, Kings has fostered many positive
relationships within the local scene as well as throughout the entire BMX industry.
The staff at Kings is knowledgeable, courteous, and friendly. They truly care about every
customer that comes through their door, and the facility is always welcoming and clean. They
also offer daily updates via email or social media to reassure you that you are valued, important,
and involved.
With that said, I am highly confident in my recommendation and believe that Kings Rideshop
would be a great fit for La Quinta and surrounding cities. If you would like to speak further
about my experience working with Kings, please email me at
jarvis.crawford@palmspringsca.gov or call me at 760-323-8271.
Sincerely,
Jarvis Crawford, Community Center Manager