Madden Media 1 |
FEBRUARY 2025
MARKETING SERVICES RFP RESPONSE FOR
2 | MARKETING SERVICES RFP RESPONSE
Elevating La Quinta’s Story—Authentically, Creatively, and with Purpose.
Madden Preprint Media, LLC (dba: Madden Media)
31 N 6th Ave, Ste. 105-157, Tucson AZ 85701 (Main Office)
520-322-0895
bids@maddenmedia.com
Dear City of La Quinta,
La Quinta isn’t just a destination—it’s an experience, a lifestyle, and a
community we proudly serve. We’ve stood shoulder-to-shoulder
with you—from safeguarding vital funding through Measure A to
rekindling local pride and inspiring residents to celebrate
everything that makes this city exceptional. Our award-winning
campaigns have not only captured La Quinta’s unique spirit but have
also set new benchmarks in creative storytelling.
Maaden has been with you through some incredible milestones. Our
entire team—over 215 creative minds working nationwide, with key
regional experts in the Western and Central Regions—has evolved
alongside the shifting landscape of travel marketing. While too often
the industry settles for generic assets, we’ve consistently connected
visitors to the emotional heart of La Quinta, transforming simple visits
into deeply personal experiences.
The momentum is undeniable, and we’re just getting started. We've
elevated La Quinta's presence, and now there's even more
opportunity to amplify your story. By embracing fresh ideas,
data-driven storytelling, and innovative digital strategies, we can
deepen engagement, strengthen community connections, and
position La Quinta as a must-visit destination.
Today’s travelers are searching for more than just a place to stay.
They’re seeking transformative experiences that resonate with
wellness, discovery, and genuine connection. As visitation trends
shift away from the old paradigms of revenge travel and
impersonal short-term rentals, our team is ready to drive
deeper engagement. We understand your visitors, your
businesses, and the vibrant pulse of your community—and
we’re poised to elevate La Quinta’s story to new heights.
We’re not just marketers; we’re strategic partners, storytellers, and
passionate advocates for this community. We’re excited to build
on our shared successes and push the boundaries of what’s
possible for La Quinta’s brand.
Please feel free to reach out with any questions or to explore our
bold new vision in greater detail.
The undersigned certifies that all information and pricing provided
in this proposal will remain valid for a minimum of ninety (90) days
from the date of submission.
DAN JANES, CEO
djanes@maddenmedia.com
520-818-4096
Madden Media | 31 N. 6th Ave.,Ste. 105-157 | Tucson, AZ 85701 | 520-322-0895
C. REFERENCES
WORK PLAN
B. BACKGROUND
COST AND PRICE
D-G. DISCLOSURES AND STATEMENTS
TABLE OF
CONTENTS
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4 |
B.BACKGROUND
4 |
| 5
Agency Background
Years in Business: 42
Taxpayer Identification number: 76-0738649
Account Team: The resumes of the project manager and key personnel
responsible for the performance of any contract resulting from this RFP can
be found over the next few pages.
Agency Ownership: Madden’s majority owner is Madden Media Acquisition,
LLC, owned and managed by Brass Ring Capital and DVG Partners who
owns 58% of the voting interest of the company. Our CEO, Dan Janes,
controls 42% of the voting interest stake through his company Zonalabs,
LLC. Non-voting shares are also reserved for the participation of key
employees and leadership on our team.
MADDEN | B. BACKGROUND 5 |
La Quinta Knows Us—Like Really Knows Us
This isn’t a first introduction—it’s a continuation of the partnership we’ve
built together. La Quinta knows Madden. We’ve brainstormed big ideas,
tackled challenges, and delivered results that matter. Now, with some
fresh faces alongside familiar ones, we’re ready to dive back in and take
things to the next level.
The foundation is strong, but the opportunities ahead are even stronger.
Together, we can explore fresh perspectives, craft compelling stories,
and create work that not only captures attention but leaves a lasting
impact. So let’s pick up where we left off—because the best chapters
are still waiting to be written.
6 |
Let’s Keep the
Momentum Going
Over the years, we've partnered closely with the City of La Quinta
to bring its vibrant story to life through award-winning
initiatives. From crafting the Official Visitor Guide to launching
digital marketing campaigns that boost hotel bookings, we've
been by your side, ensuring your message reaches the right
travelers at the right time.
Our collaboration on the "Uncover the Gems" video series stands
out as a testament to our joint efforts. By featuring local leaders
and entrepreneurs, we highlighted the rich culture and
community spirit of La Quinta. This series, promoted across your
website, social media channels, and YouTube, resonated deeply
with both residents and visitors.
To celebrate the city's 41st anniversary, we spearheaded an
in-market activation that brought the refreshed La Quinta brand
to life. This included vibrant signage, a new lifestyle merchandise
line, and even a branded retro van, all amplifying community
pride and engagement.
Our strategic media campaigns expanded La Quinta's reach
into key drive markets like Los Angeles, San Diego, and Orange
County. By focusing on the city's leisure pillars—outdoor lifestyle,
health and wellness, culinary delights, arts and culture, and
shopping—we connected with prospective travelers and
showcased the unique experiences La Quinta offers.
When you collaborate with us, you're partnering with a team
deeply familiar with La Quinta's essence, ready to elevate its
narrative to new heights.
MADDEN | B. BACKGROUND
2023
winner
6 |
7 |
Primary Account Leaders and Contacts
Jessica brings over 20 years of marketing experience to her role as
Senior Vice President of Destination Strategy at Madden. She leads
strategy for clients in the Western U.S., leveraging her extensive
background in marketing and communications. During her tenure at
Visit Fort Worth, she served as VP of Marketing and Film
Commissioner, where she implemented innovative marketing
strategies that enhanced the destination's visibility in both U.S. and
international markets.
Jessica's deep understanding of destination marketing, combined with
her expertise in both domestic and international tourism, will
significantly benefit La Quinta. Her strategic insights will ensure that
SMTT's marketing efforts resonate with diverse audiences, driving
increased visitation from both the U.S. and global markets.
Jessica holds a Bachelor's in Broadcast Communication from the
University of Texas at Arlington and is a Certified Film Commissioner
through the Association of Film Commissions International.
Jessica Hill
SVP, Destination Strategy
Tourism Experience: 13 years.
Marketing Experience: 20 years.
Emily brings over a decade of experience across agency and in-house
roles to her position as Destination Strategy Director at Madden. With a
keen eye for brand identity, engagement, and fostering authentic
connections, she develops strategic initiatives that elevate destination
marketing efforts.
Prior to joining Madden, Emily served as Director of Communications at
See Monterey, where she led public relations and brand storytelling to
enhance the region’s visibility. Her background includes agency
experience with Bread & Butter PR, Lion & Lamb Communications, and
Shamin Abas Luxury Brand Marketing, where she honed her expertise
in media relations, content strategy, and high-end brand positioning.
She has also worked in-house at Lettuce Entertain You Enterprises,
focusing on marketing, PR, and copywriting.
Emily’s diverse experience in destination marketing and
communications equips her with the insights and strategic approach
necessary to drive impactful campaigns. She holds a Bachelor of
Science in Biology from the University of California, Santa Cruz,
blending analytical thinking with creative storytelling to craft
compelling narratives that resonate with audiences.
Emily Wong-Evans
Destination Strategy Director
Tourism Experience: 4 years.
Marketing Experience: 10 years.
Emily Wong-Evans
Destination Strategy Director
With over a decade of experience across both agency
and in-house roles, Emily brings a strategic approach to
enhancing brand identity, driving engagement, and
fostering authentic connections.
MADDEN | B. BACKGROUND
Team Sasquatch
Your core team will be Team Sasquatch, the sassiest squad serving the western and midwestern states. Like the legendary
creature we’re named after, we’re impossible to ignore—creative problem solvers with big ideas and even bigger results. You’ll
see some familiar faces from our previous work together, bringing that same creative spark—only now, we’re ready to take
things to the next level.
8 |
Bryan ensures projects stay on track and
campaigns launch on time, bringing a strategic
and organized approach to account
management. As Managing Account Director at
Madden, he optimizes workflows, meets critical
milestones, and drives the overall success of
client initiatives.
With a career spanning both agency and
in-house roles, Bryan has built a strong
foundation in project management and
experiential marketing.
Prior to Madden, he held leadership roles at
62ABOVE, HVD Media, and RGM Group, where
he managed high-profile accounts and
developed integrated marketing strategies. His
ability to streamline processes and foster
collaboration makes him a key partner in
delivering results-driven campaigns.
Bryan holds a Bachelor of Science in Advertising
from The Art Institutes, blending creative
thinking with analytical precision to ensure
marketing initiatives exceed expectations.
Primary Account Leaders and Contacts
Glenn leads Madden’s media team, developing
data-driven strategies that maximize the
performance of paid media, SEO, data analysis,
and performance reporting. With extensive
experience in digital media and channel
strategy, he ensures each campaign is tailored
to meet clients' objectives and deliver
measurable results.
Before joining Madden, Glenn held leadership
roles at WE Communications, POSSIBLE, and
Razorfish, where he specialized in media
planning, digital strategy, and performance
optimization. His background includes
overseeing integrated campaigns across digital
and traditional channels, driving brand
awareness and engagement.
Glenn holds a Bachelor of Arts in
Communications and Media Studies from
Washington State University, combining his
passion for media with a strategic mindset to
help clients achieve their marketing goals.
Glenn Pena
Media Director
Tourism Experience: 2 years.
Marketing Experience: 18 years.
Bryan Tracey
Managing Account Director
Tourism Experience: 7 years.
Marketing Experience: 14 years.
Brianna Francis
Director, Public Relations
Tourism Experience: 7 years.
Marketing & PR Experience: 7 years.
Brianna crafts strategic media relations
campaigns that elevate destination brands
and secure impactful placements. As PR
Director at Madden, she leverages her
newsroom experience to develop compelling
story angles, strengthen media relationships,
and monitor client coverage to ensure
maximum visibility.
Before joining Madden, Brianna led marketing
communications efforts at Visit York County,
where she oversaw public relations, digital
content, and brand storytelling. Her
background as a journalist at WSPA and
WPDE TV gives her a unique perspective on
what makes a story newsworthy, allowing her
to position destinations in ways that resonate
with media and audiences alike.
Brianna holds a Bachelor of Arts in Journalism
from Indiana University Bloomington,
combining her storytelling expertise with a
strategic mindset to drive meaningful
media engagement.
MADDEN | B. BACKGROUND
9 |
Your Creative Storytellers
A few of our creative and content leads are highlighted below. They are complemented with a deep bench of destination storytellers within Madden's
team. With authenticity being key, we ensure our team is fully immersed in La Quinta while also complementing our internal efforts by finding local
storytellers, personalities, artists, musicians, chefs, and more to support our efforts.
Ian Ferguson
Art Director
Tourism Experience: 3 years.
Marketing Experience: 6 years.
Ian blends creativity with strategic insight to develop visually
compelling and data-driven designs. As an Art Director at Madden,
he leads the execution of creative strategies that balance style and
function, ensuring that every design, theme, and concept aligns with
campaign goals.
Prior to Madden, he honed his expertise at Affinitiv Advertising,
where he specialized in branding, digital design, and creative asset
development. His ability to integrate data-driven insights into his
creative process ensures that his work not only captivates but also
delivers measurable impact.
Ian holds a Bachelor of Arts in Graphic Design from Keene State
College, combining artistic vision with analytical thinking to craft
meaningful brand experiences.
And More!
In addition to the key account team members
highlighted in this deck, we have a full–service
team dedicated to our west coast clients. You
won’t be passed around from siloed department
to siloed department. You will see the same
names and faces during meetings, as we
ensure we help you fulfill your fiduciary
responsibilities.
Working with Madden, you get the best of both
worlds. Our nationwide footprint and robust
media buying power means you’ll have the
benefits of working with a big agency, and our
background and personalized approach to
client service will make you feel like you’re
working with a small, local agency.
Carlos Zapata
Creative Director
Tourism Experience: 1 year.
Marketing Experience: 17 years.
Carlos leads Madden’s Sasquatch creative team, ensuring that every
design and written execution aligns with campaign objectives and
delivers impactful storytelling. As Creative Director, he brings a
strategic and artistic vision to every project, guiding designers and
writers to produce compelling, results-driven work.
Before joining Madden, Carlos served as Creative Director at Osaic
and SketchDeck, where he specialized in brand identity, visual
storytelling, and multi-channel design strategies. His ability to blend
creativity with strategic thinking allows him to develop innovative
campaigns that engage audiences and drive performance.
Carlos holds a Bachelor of Fine Arts in Communication Design and
Photography from the Milwaukee Institute of Art & Design,
combining his passion for visual aesthetics with a deep
understanding of brand communication.
MADDEN | B. BACKGROUND
10 |
Emily Herman
Associate Director, Public Relations
Tourism Experience: 4 years.
Marketing Experience: 5 years.
Emily leverages her extensive hospitality PR experience to craft
compelling narratives that elevate destination brands. As Associate
Director of Public Relations at Madden, she helps develop media
relations strategies that secure impactful coverage and foster
meaningful connections with key audiences.
Before joining Madden, Emily honed her skills at Bullfrog + Baum,
where she managed public relations campaigns for hospitality clients,
and worked as a freelance PR specialist for agencies like The Ohlmann
Group and LKPR, INC. Her diverse background in communications and
media relations enables her to tell stories that resonate with both
media and consumers.
Emily holds a Bachelor of Arts in Communications and Public Relations
from The Ohio State University.
Marissa Selby
Content Director
Tourism Experience: 5 years.
Marketing Experience: 10 years.
Marissa is an expert in crafting engaging content across platforms,
from emails and blogs to ad campaigns. As Content Director at
Madden, she ensures every message resonates with its target
audience while maintaining the client’s unique brand voice.
With a background in content strategy and copywriting, Marissa has
grown within Madden, previously serving as Managing Senior Content
Strategist and Content Specialist. Before Madden, she honed her
writing and communication skills at CEDR Solutions, Bright Future
International Training & Services, and CaptionCall.
Marissa holds a Bachelor of Arts in Media Studies, Film/Cinema/Video
Studies, and Communications from The University of Arizona, blending
storytelling and strategic messaging to create impactful content.
Your Creative Storytellers
MADDEN | B. BACKGROUND
11 |
Josh brings a unique blend of creativity and
strategy to his role as Director of Creative
Services at Madden. With a passion for
storytelling and design, he leads the
development of visually engaging and
impactful content that aligns with clients’
goals and brand identities.
Before stepping into his current role, Josh
served as a Creative Strategist and Content
Specialist at Madden, shaping campaigns
that capture audience attention and drive
engagement. Beyond his work at Madden,
he is the founder of The Kentucky Gent,
where he combines his love for fashion,
lifestyle, and content creation. His
experience also includes leading marketing
efforts at Orangetheory Fitness, where he
strengthened brand awareness and
community engagement.
Hannah brings a passion for storytelling and
digital engagement to her role as Social Media &
Influencer Specialist at Madden. With
experience in brand promotion and audience
connection, she develops creative social media
strategies that amplify destinations’ voices and
foster meaningful relationships with influencers
and followers alike.
Before joining Madden, Hannah served as
Director of Marketing at Northern Pacific Center
and Cantilever Distillery, where she led brand
initiatives, digital campaigns, and community
outreach. Her diverse background in strategic
communications helps her craft content that
resonates and drives engagement.
Hannah studied Strategic Communications at
North Dakota State University and attended
Rainy River Community College, blending her
communication skills with a creative mindset to
deliver impactful social media campaigns.
Hannah Ruelle
Social Media & Influencer Specialist
Tourism Experience: 1 year.
Marketing Experience: 5 years.
Irving brings a creative and results-driven
approach to his role as Senior Production
Director at Madden, where he leads the
development of visually compelling
content that aligns with clients' brand
identities and campaign goals. With
expertise in design, video production, and
storytelling, he ensures every project
delivers both impact and authenticity.
Before joining Madden, Irving co-founded
We Got Your Back, where he leads
marketing initiatives focused on
community engagement. His background
includes video content creation at West
Edge Collective and serving as Creative
Director at Presidential, where he honed
his skills in branding and digital
storytelling. Additionally, his role as a
board member at Arts Cheyenne reflects
his passion for supporting the arts and
fostering creativity.
MADDEN | B. BACKGROUND
Josh Johnson
Director of Creative Services
Tourism Experience: 11 years.
Marketing Experience: 11 years.
Irving Mercado
Senior Productions Director
Tourism Experience: 5 years.
Marketing Experience: 10 years.
Your Creative Storytellers
12 |
C.REFERENCES
12 |
13 |
Here’s the thing about us: we don’t just talk the talk—we’ve walked the walk with some incredible clients. If you’re looking for proof of the kind
of magic we bring to the table, feel free to reach out to the following clients. They’ve seen firsthand how we’ve helped establish and amplify
their brands, and they’re more than happy to share their experience working with Madden.
MADDEN | REFERENCES
References
VISIT MODESTO
Todd Aaronson
CEO
209-526-5588
todd@visitmodesto.com
EVERGREEN COAST
Madeline Matson
Interim Director
360-642-2400
info@evergreencoastwa.com
ALABAMA’S BEACHES
Beth Gendler
President/CEO
251-974-4620
bgendler@gulfshores.com
14 | MADDEN | C. REFERENCES
We know how to turn a city into the next must-visit spot by cooking up marketing plans that not only get the community talking but also put
the city’s best side on full display—no smoke, no mirrors, just authentic stories that connect with people and leave them wanting more. Before
we dive into each, we want to highlight our company structure. Madden is organized into interdisciplinary teams, but we are all marketers first.
All individuals in this proposal have contributed to the strategy, storytelling, design, and fulfillment of campaigns for DMOs across
the country.
Proven Success:
Community-Driven Marketing
15 |
When Madden partnered with Destination Door County, the goal was to elevate brand
awareness by promoting the destination’s core pillars: values-based marketing, destination
alignment, and sustainability. Together, they launched the award-winning “Feelings”
campaign, highlighting the emotional connections travelers experience in Door County.
Madden’s full-service approach showcased Door County’s artistic roots and community
pride. The “Art in the Door” competition engaged local artists, integrating their works into
marketing efforts. The redesigned Official Destination Guide (a 2024 ESTO Destiny Awards
finalist) shifted from a resource-heavy format to an inspiring travel magazine with vibrant
imagery and storytelling.
Sustainability was central to the partnership, with the creation of a Sustainability Index to
measure environmental efforts. A collaboration with Lands’ End further amplified Door
County’s visibility, promoting it as a family-friendly, outdoor destination.
Through innovative campaigns and strategic partnerships, Madden and Destination Door
County strengthened the destination’s brand, fostering deeper connections with visitors
and locals alike.
MADDEN | C. REFERENCES
CASE STUDY:DESTINATION DOOR COUNTY
➔190,000+
CLICKS
➔19M+
IMPRESSIONS
➔144%
YOY INCREASE IN PAID
SEARCH TRAFFIC
➔197%
HIGHER THAN BENCHMARK
IN SEM CTR
RESULTS:
➔100%
HIGHER THAN BENCHMARK IN
GOOGLE VIDEO VIEW RATE
➔370%
HIGHER THAN BENCHMARK IN
META PROSPECTING
Destination Door County
Story of Art, Connection, and Sustainability
Dates of Service: December 2023-Current
Madden Team Members Involved: Jake Sillavan, Bria Hammock, Stacey Gregory, Hallie Osterholt, Amy Kaczynski,
and Jackie Maldonado
16 | MADDEN | C. REFERENCES
Bentonville, Arkansas, is more than just Walmart’s
headquarters—it’s a vibrant hub of art, biking, and dining. But public
perception wasn’t keeping up, so Visit Bentonville needed a fresh
campaign to highlight the city’s true identity.
Through in-depth research, we identified our core audience:
drive-market travelers (ages 25-44, majority women),
adventure-seekers, and diversity-conscious explorers. We
discovered they respond to clever, original messaging and are
drawn to destinations that feel inclusive and thrilling. From this, the
campaign tagline was born: “You Have to See It.” The phrase teases
something unmissable while seamlessly tying into Bentonville’s
three pillars. Visually, we leaned into bold colors and hand-crafted
typography to reflect the city’s artistic, handmade, and
outdoor-driven culture—creating a distinctive look that stands out
in a crowded travel market.
Visit Bentonville
You Have To See It Campaign
you have to see it! click
or scan to see one of
our video ads.
Dates of Service: April 2024- October 2024
Madden Team Members Involved: Brianna Francis, Josh Johnson, Jake Sillavan, Amy
Kaczynski, Taylor Goessmann, Kaylee Champlinn, H. Levy Glenn, and Jackie Maldonado.
17 | MADDEN | C. REFERENCES
When people thought of Lubbock, Texas, the answer was often... not
much. The Lubbock Economic Development Alliance (LEDA) faced the
challenge of reshaping perceptions, aiming to position Lubbock as a
vibrant place to live, work, and thrive. Madden stepped in with a
comprehensive marketing strategy that spotlighted the city’s
untapped potential.
By conducting deep research, Madden identified key target audiences,
including young professionals, urban enthusiasts, wine lovers, and live
music fans. Using these personas, the team developed tailored
storytelling, showcasing Lubbock’s innovation hubs, lively downtown,
and quality-of-life benefits. The city was redefined as a “hub city,”
offering big-city amenities with a small-town feel.
Madden redesigned LEDA’s website with modern aesthetics and
engaging content, complemented by dynamic videos to challenge
outdated perceptions. A microsite, Return2LBK.org, specifically
targeted Texas Tech alumni, highlighting Lubbock’s career
opportunities and lifestyle.
The omni-channel marketing campaign, featuring video, SEM, and
social media, drove impressive results. Visit Lubbock earned LinkedIn
recognition as a top-five engaging brand nationwide, with InMail open
rates 175% above average. Madden’s tactics contributed to 68% of
LEDA’s website traffic in 2019, cementing Lubbock’s reputation as a
city where people thrive.
Dates of Service: September 2024- Current
Madden Team Members Involved: Daryl Whitworth, Amy Hale,
Curtis Thompson, and Dylan Scacchetti, Wes Condray, Katie Connolly, and Emilie Harris
Lubbock Economic
Development Alliance
Economic Development Website
18 |
Visit Savannah launched the “Surprisingly Savannah” trolley tour,
an experiential pop-up in 11 U.S. cities to connect with visitors in
direct flight markets. Madden was tasked with generating buzz in
each city, leveraging an earned media strategy, influencer
partnerships, and multi-channel outreach to drive local
engagement and activation traffic.
Earned Media
➔Sent custom direct mail with swag to media outlets and
influencers to build anticipation.
➔Conducted a satellite media tour with tailored messaging for
high-impact morning TV.
➔Coordinated live interviews with local media and deskside
meetings with national journalists to secure deeper
Savannah storylines.
Influencers
➔Secured high-impact influencers trusted by local audiences
in each city.
➔Equipped influencers with branded materials and VIP
preview boxes for pre-event stories and post-event content.
➔Sent two influencers to Savannah for an immersive
experience to build excitement ahead of the tour.
MADDEN | C. REFERENCES
Visit Savannah
Trolley Tour Activation
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sent to key
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and influe
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Dates of Service: April 2024- October 2024
Madden Team Members Involved: Brianna Francis, Emily Herman, and Josh Johnson
19 |
37 CREATORS
250 TOTAL POSTS
15M POTENTIAL REACH31,843 ENGAGEMENTS
1.8M IMPRESSIONS
$117,367 TMV (TOTAL MEDIA VALUE)
$53,000 TOTAL SPEND10,633 SAVES
INFLUENCER IMPACT
76 PLACEMENTS
56M IN READERSHIP
16M BROADCAST VIEWERS
620K IN AD VALUE EQUIVALENCY
6 DESKSIDES
RESULTS
MADDEN | C. REFERENCES
20 |
D-G DISCLOSURES
AND STATEMENTS
20 |
21 | MADDEN | D-G DISCLOSURES AND STATEMENTS
Quality, Transparency, and Accountability
D. Disclosure: Madden has no significant prior or ongoing contract failures, nor has it been involved in any civil or criminal litigation or
investigation in which it has been judged guilty or liable within the last five years.
E. Description of Proposer's warranty/guarantee of work product: Madden guarantees high-quality, results-driven marketing solutions that
align with client objectives. Our work undergoes thorough internal review to ensure accuracy and effectiveness. We prioritize collaboration,
transparency, and continuous optimization to maximize performance. If any deliverable does not meet agreed-upon expectations, we will
make necessary adjustments to achieve the desired outcome.
F. Subcontracting: Madden will not be utilizing any outside firms or resources to complete this project. All work will be managed and
executed in-house by the team outlined in this proposal, ensuring seamless collaboration, consistency, and alignment with project goals. Our
integrated approach allows us to leverage the full spectrum of Madden's capabilities—from strategy and creative development to data
analytics and technology—without the need for external vendors. This ensures that we maintain full control over timelines, quality, and
deliverables throughout the project.
G. Insurance Statement: If selected, Madden will provide the minimum insurance coverage and indemnification as outlined in Attachment 1.
22 |
WORK PLAN
22 |
23 | MADDEN | WORK PLAN
Paid media will focus on evolving La Quinta’s marketing efforts and push beyond conventional media strategies to tell deeper brand
storytelling to connect with audiences. Campaigns will impact the three core pillars:
$900,000 Budget Tier
At an elevated investment level, La Quinta can make a
bigger experiential impact to connect with travelers in
key feeder markets (Seattle, San Diego, or Phoenix).
The primary media channels would be high-quality
activations and, influencer partnerships. These channels
will drive authentic, earned coverage. Paid Media will
complement activations and influencer-driven
storytelling, driving site traffic and targeted reach across
multiple touchpoints.
Influencers: National micro-influencers and whitelisting
Media channels: Premium mix of paid social, SEM,
digital, video, CTV, print, and OOH media (emerging
markets and regional)
Local Resident.
Sustain resident satisfaction, proactively
promoting initiatives that directly impact
the community.
➔Show resident love
➔Proactively service the community
➔Grow inwards to attract outwards
General Branding.
Broad campaign to uplift the La Quinta
brand, attract new travelers, repeat visits,
and increase longer LOS.
➔Build brand affinity
➔Compete with nearby markets
➔Inspire how to play in La Quinta
Emerging Market Activations.
In-market efforts that drive a physical
connection with travelers from
emerging markets.
➔Drive discovery of the hidden gems
➔Build human connections
➔Share LQ’s story in the valley
Market Activations
16.7%
General Brand
69.3%
Local Resident
14%
Media Buying:
Media Mix
24 | MADDEN | WORK PLAN
$750,000 Budget Tier
Maintain a strong, digital and traditional paid media mix for
reach and increased share-of-voice. Support engaging
activations in 1-2 key markets.
Influencers: Regional small creator campaigns
and/or whitelisting
Media channels: Primarily SEM, paid social, digital, print,
and OOH media (emerging markets and regional)
$500,000 Budget Tier
Focus on cost-effective media placements that drive direct
impact. Activations will focus on one key market or a digital
activation to drive maximum impact.
Influencers: No influencer component
Media channels: Primarily paid social, SEM, digital, and print
Market Activations
18.2%
General Brand
69.7%
Local Resident
12.1%
Market Activations
34%
General Brand
48%
Local Resident
17%
Media Buying:
Media Mix, cont.
25 | MADDEN | WORK PLAN
Digital Services:
Media Capabilities
By leveraging the strategies below, Madden ensures that every
media placement shines, delivering performance that goes above
and beyond. We’re here to bring extra value, securing negotiated
bonuses or make-goods when needed, so your campaigns work as
hard as possible.
Building on Strong Media Partnerships:
Our close relationships with top players like TripAdvisor, Google, and
Meta mean we can negotiate impactful direct buys and create
standout ad experiences. Through these partnerships, we tap into
cutting-edge engagement strategies that attract visitors, amplify
reach, and make each media dollar go further.
Maximizing Buying Power for Savings:
With the buying power of our DMO portfolio, we secure
budget-friendly media rates that let your dollars stretch further.
These savings are passed directly to you, giving us the flexibility to
optimize placements across clients and ensuring media that’s both
cost-effective and powerful in reach.
Monitoring for Greater Impact:
To keep campaigns performing at their peak, we closely track impact
on visitor spending and travel behaviors. This insight opens the door
to exclusive opportunities, like beta programs with Google and
TikTok. Plus, partnerships with CSR initiatives like iHeartIMPACT show
our commitment to not only engaging visitors but also adding value
to the community.
Media Partners
26 | MADDEN | WORK PLAN
La Quinta already shines. It’s playful, confident, and unapologetically itself.
Our approach refines the details, strengthens the brand’s presence, and
amplifies what makes La Quinta stand out.
The foundation is already strong. This isn’t about reinventing the wheel—it’s
about refining and evolving what already makes La Quinta stand out. The next
slide will show how we bring this evolution to life.
A Bolder, More Distinct Voice.
➔Messaging that feels more engaging, effortless, and unmistakably
La Quinta.
➔A tone that reflects La Quinta’s energy, attitude, and charm.
Capturing the Spirit of La Quinta.
➔Continuing to build on La Quinta’s strong visual foundation while
exploring ways to make it even more compelling.
➔Finding new ways to showcase the city’s vibrancy, movement, and
personality across key touchpoints.
Bringing La Quinta’s Local Culture to Life.
➔Continuing to align La Quinta with the art, music, and experiences that
shape its identity.
➔Creating more opportunities for visitors and locals to see themselves
reflected in the brand.
Brand Enhancement:
Keeping it bold.
Making it bigger.
27 | MADDEN | WORK PLAN
The evolution of La Quinta’s brand isn’t just about how it looks—it’s about how
people experience it. Here are some approaches we can take to activate the
strategy in ways that feel dynamic, immersive, and impossible to ignore.
Brand Moments that Resonate.
➔Elevating beyond traditional ads to experiences, activations, and
storytelling that feel immersive and shareable.
➔Bringing La Quinta’s personality to life in ways that make people want
to engage.
A Voice That’s Unapologetically Confident.
➔Messaging that doesn’t explain—it owns its presence.
➔A tone that embraces attitude, wit, and effortless cool.
A More Expressive Creative System.
➔Expanding how the brand shows up across touchpoints—from campaign
storytelling to in-person experiences.
➔Finding new ways to reinforce La Quinta’s energy through bold,
cohesive creative execution.
Every interaction should feel distinct — capturing the energy, charm, and
confidence that makes La Quinta one of a kind. This is where the brand
moves from strategy to experience, ensuring that every touchpoint, from
campaigns to real-world activations, reinforces La Quinta’s presence in a way
that feels alive, engaging, and impossible to ignore.
27 |
Brand Enhancement:
From Strategy to Experience
28 |
Building on our previous graphic work, we’ll continue to share the spirit of La Quinta through compelling campaign concepts, inviting
visuals, and messaging that hits all the right notes—all while staying true to your style guide and brand voice.
NORTHSTAR
The northstar feeling, the singular
emotion we are aiming to instill in
consumers, will guide our creative
production process. Think of this as the
foundation—grounding every creative
spark in solid in the spirit of La Quinta.
CONCEPTUALIZE
We’ll distill the feeling into campaign
concepts that spotlight La Quinta’s unique
vibes. These ideas will revolve around
cultivating our intended emotion with
your audience, while being flexible to
speak to unique interests.
ORGANIZE
Next, we’ll align these concepts with
City of La Quinta’s brand pillars, ensuring
every message sings in harmony with
your overarching themes and objectives.
Consistency? Check. Cohesion?
Double-check.
EXECUTE
Now it’s showtime. Our creative and
production teams will work with the best
talent (production/photography/music) to
bring the campaign concepts to life with
bold visuals, engaging copy, and that
signature Madden touch. Collaborating
with your media agency, we will optimize
ads for different channels and tactics to
maximize performance.
FINALIZE
Once you give the green light, we’ll polish
all creative work to perfection and ready
it for your media agency. Each piece will
be optimized for its platform—ready to
dazzle in ads, social media, or any
channel you choose.
APPROVE
Before launch, we’ll work hand-in-hand
with the La Quinta team to proof, tweak,
and approve every asset. This
collaborative process ensures everything
meets brand standards and speaks
directly to your audience.
MADDEN | WORK PLAN
Graphic Design:
Sharing the Spirit of La Quinta
29 | MADDEN | WORK PLAN
Showcasing La Quinta’s Unique Story.
Our work will highlight the best of what La Quinta has to offer—its rich cultural heritage, thriving arts & dining scenes,
natural beauty, and warm, welcoming community. Evolving our past efforts, we’ll expand this story to highlight the
city’s growth opportunities, entrepreneurial spirit, and potential for investment. By integrating local success stories
and emerging industries, we’ll position La Quinta as not just a destination, but a place where businesses can grow,
careers can thrive, and visitors can envision a future.
Integrating Economic Development with Tourism Messaging.
Campaigns will blend the excitement of visiting La Quinta with information about its economic opportunities and quality
of life. By showcasing key industries, workforce opportunities, family-friendly amenities, and proximity to major markets,
we’ll help visitors see La Quinta as more than just a travel destination—it’s a place where they can build a future.
Collaborative Efforts for Community Success.
Close collaboration with stakeholders and community members will ensure that our campaigns reflect La Quinta
and La Quinta ’s unique character and goals. This partnership will help align tourism initiatives with the broader
economic development strategy, fostering pride among residents and creating a unified vision for the city’s future.
Economic Development:
The Halo Effect
At the heart of La Quinta’s growth is the Halo Effect—a concept that shows how positive experiences in one area can enhance perceptions
across all aspects of a community. In destination marketing, this means that when visitors experience La Quinta’s vibrant attractions, diverse
dining, and rich culture, they begin to see the city as more than a getaway—it becomes a place they could call home, build a career, or
invest in their future.
Research by Longwoods International highlights this connection: individuals who both see a destination’s marketing and visit in person are
far more likely to view it as an ideal place to live or start a business. By welcoming visitors to City of La Quinta, we ignite this ripple
effect—turning guests into enthusiastic ambassadors, future residents, and potential business owners. In this way, tourism serves as the
city’s “first date,” paving the way for long-term growth and prosperity.
30 | MADDEN | WORK PLAN
La Quinta is more than a destination — it’s a dynamic, ever-evolving community.
The following ideas offer a glimpse into how we can deepen connections
between locals and visitors — starting points for larger experiences that celebrate
La Quinta’s unique spirit.
Pop-Up Markets & Open Streets.
➔SideCHALK Sale | Sidewalks become canvases as local artists turn La
Quinta’s streets into a vibrant open-air galleries.
➔Businesses join in with deals and live experiences — every step can be
an opportunity to connect.
Tourism Ambassador Program.
➔Locals become La Quinta insiders, sharing must-see spots, hidden
gems, etc.
➔Builds local pride and gets people talking — organically.
Film-Friendly Business Program.
➔Encourages local businesses to welcome film productions, creating
opportunities for increased foot traffic, media exposure, and
partnerships with filmmakers.
➔Businesses can earn from location fees while showcasing La Quinta as a
prime filming location.
It’s not just about telling a story — it’s about inviting people to live it. These
ideas can help bring La Quinta’s story to life in ways that feel real, engaging,
and memorable.
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Community Engagement:
Strengthening
La Quinta’s Connection
with Locals & Visitors
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Unlocking Depth With Local Legends.
Every city has its storytellers — the artists, entrepreneurs, and innovators who
embody its spirit. By spotlighting these voices, and the stories they represent,
we bring authenticity to the forefront, giving your destination a human voice
that resonates.
To achieve more in depth media coverage, we will need to tell a story
focused on cultural moments, through the eyes of those shaping it.
A Common Thread.
The City of La Quinta has clear goals: Evolving the brand narrative, telling
deeper stories through thoughtful media coverage, standing on its own as a
top-tier destination in the Coachella Valley, inspiring the next wave of leisure
travelers and more.
In all of these goals, one thing is true: it’s people that make a destination
come alive.
Creative Strategic Recommendation.
Embark on a citywide search for the local legends of La Quinta - the culture
carriers and those brave enough to shape the future. From a thriving arts and
culinary scenes, from natural beauty to a warm, welcoming community, we
want to tell the story of the heartbeat of the city’s culture on owned channels.
Why?
➔Because media and travelers are drawn to stories, and we believe La
Quinta has deeper stories to tell.
➔Because this serves as a rally cry to the local community, uniting them in
the next wave of your brand evolution.
MADDEN | WORK PLAN
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31 |
Public Relations:
A Good Story Starts
with Characters
32 |
TACTICS:.
Curated Media Lists
Curated media lists will form the foundation of our PR efforts. We’ll develop lists aligned with your business objectives, targeting local,
regional, and national outlets, and freelancers. Our audience pillars will guide Tier 1 and Tier 2 press lists, evaluated quarterly to ensure we
target the right media for maximum impact. We’ll maintain and update a dynamic media list of 150+ writers, adjusting for each newsletter or
pitch to stay relevant and keep St.Louis top of mind.
Independent Press Pitching
Using our extensive network, we will pitch your stories to target publications in national and emerging markets. These pitches will align with
your key messages.
Media Mission and Media Marketplace
Madden will plan and execute a media mission in a key market to directly connect St.Louis with top media contacts, strengthening
relationships and increasing exposure. In-person meetings, such as desksides, allow for deeper connections and shared experiences, which
are invaluable for building relationships. We will also represent St.Louis at a key media marketplaces. At these events, we will secure deskside
meetings with influential media contacts to further develop relationships and promote St.Louis.
MADDEN | WORK PLAN
Proposed tactics for achieving the objectives listed in Section 3.
Through these four pillars, Madden’s approach will drive
positive media coverage, enhance awareness in key markets,
deliver strategic communications, and reshape
perceptions—ultimately transforming how the world
experiences St. Louis.
Increase National-Level Positive Media Coverage in Top Tier
Outlets
●Local Voices: Madden knows that great stories resonate
most when they connect with the passions of their
audience.
●Pitching Passions: Through our strong media
relationships, we tap into the interests of writers and
influencers who are drawn to the untold tales that make
St. Louis unique—whether it’s the rise of an
up-and-coming Blues legend or the city’s hidden
culinary gems. We don’t just pitch outlets; we pitch
passions. To elevate St. Louis’ presence in top-tier media
outlets, Madden will craft narratives that not only
resonate with national audiences but also ignite the
enthusiasm of the storytellers themselves.
●Annual Outreach Calendar: The plan begins with an
annual outreach calendar, ensuring strategic timing of
campaigns to align with high-value periods. Targeted
pitches, newsletters, and relationship-building efforts
are seamlessly integrated into broader marketing
activities to ensure comprehensive outreach. This
strategic framework enables Madden to connect with
diverse audiences, foster timely media pickups, and
maintain a consistent presence for Explore St. Louis in
key markets.
●Press Trips: Strongest ROI
●Media Mission
We know it’s more important than ever to continue to elevate La Quinta’s story
inside the Coachella Valley. Amplifying your key attractions while also leaning
on the people that make your destination unique, we’ll leverage our
relationships to tell your story in the national landscape and target markets to
speak directly to your desired traveler.
Tell The Deeper Story
A changing media landscape
means storytelling is more
important than ever. To break
through, we will lean into local
voices that demonstrate the
quality of your “only here” story.
Pitching Passions
Our team prides itself on knowing
what makes individual journalists tick.
We don’t just target outlets, we target
the passions of journalists, matching
their interests to YOUR story.
Timing is Everything
Our relationships with editors help
us navigate timing your stories to
their editorial calendars. In a
competitive media landscape,
timing is everything.
Seeing is Believing
Press Trips represent one of the
strongest ROI tactics in our toolbox.
We carefully match our expansive
network of freelance writers and
editors to the unique opportunities
the City of La Quinta offers.
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Public Relations:
Targeted Media Approach
33 | MADDEN | WORK PLAN
Our visuals will be rooted in real-life moments that capture the essence of La Quinta.
Locals enjoying a morning coffee with mountain views. An artist putting the finishing
touch on a mural. The golden-hour glow over the Santa Rosa Mountains. These are the
images and stories that will make La Quinta feel personal, not promotional. Drone
footage, lifestyle photography, and video storytelling will all be leveraged to showcase
the vibrancy of the community while making it feel inviting and accessible to visitors.
Conceptualize:
We strive to create a compelling and unique concept deriving from a thorough
understanding of your brand and message. Investing time in the crafting of a
captivating narrative that resonates with audiences is crucial to the process.
From our experience, compelling concepts lead to exceptional results.
Storyboard:
Now, it’s time for a storyboard. This process involves sculpting our concept into
a visual representation of our wildest dreams. Our story comes to life via
sketches that create a universal understanding of our collaborative concept.
Shotlist:
Now that we are all on the same page with our concept, the shotlist comes into
play. This list is vital to the shooting process, streamlining our efforts on set.
Here, we detail things like camera angles, framing, and movement, ensuring
that all the shots we need are captured.
Lights. Camera. Action!
As production begins, our crew ensures every element is captured flawlessly.
The work leading up to this point allows us to dial in small details such as
frame rates, lenses, gimbals, and cinema cameras. With precise execution
and attention to creative direction, we see our concept to completion.
Photography & Videography Services:
Visual Storytelling
34 | MADDEN | WORK PLAN
We know that a destination’s website isn’t just a digital brochure—it’s the front door to the community. Having worked with La Quinta before to
create engaging web experiences like the Dare to Care page, we’re ready to take the city’s tourism website to the next level. Our team will
manage content with precision, ensuring the event calendar is always fresh, the media library is stocked with captivating photos and videos,
and website pages are consistently updated with engaging, informative content.
Hosting And Maintenance .
Madden partners with Platform.sh to provide secure,
cloud-based hosting with 24/7 monitoring and support. Prefer
WP Engine? No problem—we’ll ensure 99.5% uptime either way.
Expect faster load times, enhanced firewalls, and seamless
server configurations to keep your site running smoothly.
Website Usage Performance And Data Tracking .
Using GA4’s event-based data model, we help identify key user
interactions and set up custom event triggers to track what
matters most. Our team has guided numerous DMOs through
GA4 transitions, working with you to establish properties,
monitor KPIs, and optimize performance.
Security .
We’ve got security covered with SSL support, secure cookies,
HTTPS redirects, and GDPR compliance if needed. WordPress
passwords are generated and enforced for maximum security,
and all plugins are vetted to prevent vulnerabilities. Our team
handles core and plugin updates regularly. In the rare event of a
breach, we’ll collaborate with our hosting partner to restore
service immediately using the latest clean backup.
Website Management:
La Quinta’s Digital Gateway
“I built the site last year and was just most proud that the La Quinta team trusted
us enough to go with our bold vision for the homepage and site. The animation
and bold colors are so fun, and everyone who has seen the site acknowledged
how fun and cool the site was.
It was a fun technical challenge when the team approached me asking if this
was feasible, and after cooking up a small demo to show to the La Quinta team,
they were super pumped at the direction we took. I loved their willingness to go
bold vs a standard generic hero. It's different, it's eye-catching, and it's fun. Which
I think helps reflect their vibrant gem of a community out in the desert.
To this day, it remains one of the websites I'm most proud of having worked on.”
-Joe Malott, Associate MarTech Director at Madden Media
35 | MADDEN | WORK PLAN
At Madden, we are an extension of your internal team. We want to ensure
that experiential marketing is a part of your destination’s larger strategy
and not just a one-off or a laissez-faire way to spend your valuable
marketing dollars.
Ideate With Us.
We want you to make an impact with your campaigns, and sometimes that
requires us to think WAY outside the box. Not only do we want to show
your target audience the offerings of your destination, we want to be
challenged with new ideas and create new experiences. Whether it’s one
pop-up activation in a target market or the creation of a custom trade
show booth that travels from coast-to-coast for conferences, we want
to know!
Set The Stage Early.
Experiential marketing projects take time to ideate, approve, plan, and
execute. The sooner we know your ideas about integrating an activation
into your overall marketing strategy, the better! This gives our team the
opportunity to become familiar with your wants and needs which will
create better harmony between your experiential marketing and the
overarching goals of your destination.
When In Doubt, Ask.
Unsure if a current aspect of your marketing strategy is considered
experiential? Ask us! Have an idea for something new you want to try for
your convention booth, but not sure you have the budget? Ask us! Do you
just want to chat more about what we can do? We love to talk, so ask us!
Activations:
Moments That Connect
36 | MADDEN | WORK PLAN
We know the magic of travel isn’t just in the miles
covered—it’s in the moments that spark curiosity
and the stories that linger long after the suitcase
is unpacked. At Madden, we’ve spent decades
perfecting the art of turning destinations into
must-visit bucket-list stops, one guide at a time,
including City of La Quinta’s!
For La Quinta’s guide, we captured the city’s
vibrant spirit, from its sun-kissed landscapes to its
thriving arts scene and welcoming community. As
we plan the next edition, our focus will be on
deepening that connection by spotlighting even
more local voices and hidden gems. By featuring
stories from residents, showcasing beloved small
businesses, and highlighting community
traditions, we aim to create a guide that not only
inspires visitors but also fosters a sense of pride
among those who call La Quinta home. Through
thoughtful storytelling and increased community
involvement, we’ll continue to bring the city’s
character to life—inviting travelers to discover
what makes La Quinta truly unforgettable.
Annual Guide:
Our Foundation
was Built on Guides
37 |
COST AND PRICE
37 |
38 | MADDEN | COST AND PRICE
Recommended Pricing
Services $550,000
Budget Tier
$750,000
Budget Tier
$900,000
Budget Tier Notes
Account Management $54,000 $54,000 $60,000 Includes all strategic planning, account management, and reporting.
Digital Media
Management $67,200 $67,200 $129,600 Planning, deployment, management, and optimization of your paid media
plan.
Design Support $40,320 $40,320 $45,600 Includes all design and content required to support marketing campaigns.
Content Support $20,160 $20,160 $43,200
Creative execution throughout the year across digital advertising, print
advertising, email marketing, website, visitor guide, website, collateral, and
more.
Direct Media Spend $95,120 $239,120 $250,400 No markup or commission fees. Passed through as a direct expense.
Influencer Marketing -$31,000 $60,000 Four to five influencers inclusive of contracts, travel, and
agency services.
Public Relations $50,000 $75,000 $100,000
Annual public relations services, including media relations support, media
monitoring services, press trips, and monthly reporting. $750k budget tier
includes representation at media marketplace, M+C support, and a writer
meeting in a target market. $900k budget tiers include representation at
media marketplace, M+C support, and a custom influencer and writer
event.
SEO $24,000 $24,000 $24,000 Monthly SEO support and optimization.
Website $49,200 $49,200 $37,200 Annual website services, including ongoing hosting and maintenance, and
sprints across a full calendar year.
Photo & Video $50,000 $50,000 $50,000
Travel-related expenses for a two-person crew (2-day shoot, 3-5
locations/day) include airfare, lodging, meals, local transportation, location
fees, and incidentals.
Activation $50,000 $50,000 $50,000 Creative direction & design; hard costs aren't included and will vary based
on location and the concept selection.
Visitor’s Guide $50,000 $50,000 $50,000 From initial planning and creative layout design to professional publishing
and targeted ad sales management.
39 |
SPARKING
IMAGINATION,
NURTURING
CURIOSITY &
CONNECTING
PEOPLE TO
LA QUINTA.