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Secret Stache Media, LLCApril 25, 2025 Marcie Graham Marketing Manager City of La Quinta 78495 Calle Tampico La Quinta, California 92253 Dear Ms. Graham: On behalf of Secret Stache, I am pleased to submit our proposal to the City of La Quinta for website design, development and ongoing maintenance services. With nearly 20 years of web development experience, CMS implementations, and fully managed hosting services, we are uniquely qualified to support La Quinta's vision for a modern, accessible, and user-friendly website that enhances community engagement and streamlines access to public services. We have extensive experience designing and developing complex websites that incorporate all the critical elements municipalities require, including ADA compliance, intuitive navigation systems, and integration with 3rd party systems. We look forward to guiding the City of La Quinta into the next chapter of its online presence. All information and pricing provided in this proposal is valid for 90 days from the submission date, and I confirm that all individuals who will perform work for the City are free of any conflict of interest. Respectfully, Rich Staats Founder Secret Stache Media, LLC 1001 Bannock St #482 Denver, CO 80204 (970) 376-1847 rich@secretstache.com 1. Project Approach The City of La Quinta requires more than just a website redesign—it requires a comprehensive dig ital solution that serves diverse stakeholders including residents, businesses, visitors, and city sta. We recognize that La Quinta's website must simultaneously function as a government service portal, tourism resource, business development tool, and internal communication platform. Our technical approach directly addresses these multifaceted needs while ensuring ADA compliance, mobile responsiveness, and an intuitive navigation. With citizen engagement as a core priority, we plan to balance aesthetic appeal with practical functionality. The following sections detail our comprehensive approach to transforming La Quinta's web presence. Technology Stack and Platform Recommendation We recommend building the City of La Quinta's website on WordPress, the world's most widely used content management system. This platform provides exceptional flexibility, security, and an intuitive administrative interface that makes content updates straightforward for non-technical sta. WordPress powers over 40% of all websites globally and is well-supported by a vast ecosystem of developers and security professionals. Our WordPress implementation will include: ● Custom theme development that eectively captures La Quinta's unique character and branding ● A carefully selected suite of premium plug ins to provide required functionality outside the scope of custom development ● A block-based editing experience that empowers city sta to create visually rich content without technical knowledge ● Structured content models for an intuitive and organized information architecture Design and User Experience Approach Our design approach centers on creating an intuitive, visually engag ing, and fully accessible user experience that serves all La Quinta residents, visitors, and businesses. We will: ● Develop mobile-responsive designs that perform flawlessly across all devices ● Implement WCAG 2.1 Level AA compliance throughout the site to ensure accessibility for users with disabilities ● Create clear, intuitive navigation paths based on user journey mapping and best practices in municipal website design ● Design with a focus on findability—ensuring citizens can quickly locate the information and services they need ● Incorporate modern design elements that reflect La Quinta's distinctive character while maintaining optimal usability Methodology Secret Stache employs an iterative, sprint-based development methodology that ensures transparent progress, frequent communication, and opportunities for stakeholder feedback throughout the project. Our process includes: Sprint 1: Discovery ● Comprehensive analysis of existing website analytics and content ● Stakeholder interviews to understand specific departmental needs ● User research to identify primary audience needs and pain points ● Technical requirements documentation and information architecture planning ● CMS Training #1 Sprint 2: UI Design ● Homepage Exploration ● Creation of responsive wireframes and design mockups ● Stakeholder review and approval of design direction ● Design System creation ● CMS Training #2 Sprint 3: UI & CMS Development ● Frontend development focused on accessibility and performance ● Backend CMS configuration and custom functionality development ● CMS Training #3 Sprint 4: Content Migration ● Structured content migration from existing site ● Media optimization for accessibility & performance ● Quality assurance and testing ● CMS Training #4 Sprint 5: QA & Launch ● Comprehensive testing across devices and browsers ● Final content review ● Launch preparation and deployment planning ● Go-live execution with post-launch monitoring and support ● CMS Training #5 Content Migration Strategy Our content migration approach emphasizes both eciency and quality. We'll implement a hybrid migration strategy that includes: ● Automated migration of structured content using custom scripting ● Manual migration and optimization of complex page layouts ● Content audit and organization to improve findability and user experience ● On-page SEO best practices including meta data ● Media asset optimization for improved performance We'll work closely with City sta to prioritize content migration and establish a clear workflow for content review and approval throughout the process. Security and Compliance Measures Security is foundational to our development approach. The City of La Quinta website will be built with robust security measures including: ● Regular security updates and proactive monitoring ● Web Application Firewall (WAF) implementation ● Secure user authentication and role-based access controls ● Compliance with all relevant regulations including ADA requirements Our managed hosting partner (WP Eng ine) provides additional layers of security through server hardening, malware scanning, and intrusion detection systems. Ongoing Support and Maintenance Following launch, we'll provide comprehensive support and maintenance services including: ● 24/7 uptime monitoring and emergency response ● Regular security updates and patch management ● As-needed performance optimization and troubleshooting ● As-needed & ongoing sta training and support Our dedicated support team ensures the City of La Quinta website remains secure, performant, and up-to-date throughout our partnership. 2. References While Secret Stache has not previously worked directly with California government agencies, we have extensive experience developing websites of equal or greater complexity that share many of the same technical requirements, compliance standards, and user experience considerations that the City of La Quinta requires. Chris Binding Sr. Director, Global Marketing - Dig ital & Content Strategy Graebel Companies, Inc 16346 E. Airport Circle, Aurora, CO 80011 1 (720) 612-8361 chris.binding@graebel.com Relevant Project: www.graebel.com Kayla Manning Vice President of Marketing & Enrollment Management Rocky Vista University 8401 S. Chambers Rd., Englewood, CO 80112 1 (720) 875-2812 kmanning@rvu.edu Relevant Project: www.rvu.edu Jason Beard Senior Web Manager Colorado Access 11100 E Bethany Dr Aurora, CO 80014 jason.beard@coaccess.com Relevant Project: www.coaccess.org Dennis McMahon Founder Hyfyve Marketing 216 Main Street, Suite 200A, Edwards, CO 81632 1 (970) 445-8546 dennis@hyfyve.com Relevant Project: www.mountainrec.org 3. Complete Pricing List Design, Development & Content Migration Activity Type Status Cost Full Discovery Utility Required $2,500 UI Design Core Required $19,200 UI & CMS Development Core Required $18,750 Notification / Alert Banner System Feature Optional $1,250 Web Scraper Utility Required $2,500 Content Fulfillment Core Required $20,615 Project Management Core Required $12,975 Total $77,790 Full Discovery Legacy Site Crawl We'll crawl laquintaca.gov with the Google Analytics and Google Search Console APIs. This will uncover the most important pages (from a quantitative perspective) based on overall trac across a 12 month period. From this, we'll build a master sitemap organized by "content type" to get a birds eye view of how the new site should be (re)organized before content migration. This will also help us define the content models that need to be built within the CMS. Our preliminary research identified 112 Pages, 160 Department Entries, 46 Facility Entries, 85 Sta Entries, 41 Local Resource Entries, 9 RFP Entries, 12 News Entries, 855 Images, 1547 PDFs. NOTE: Our initial research identified 1547 downloadable resources (all PDFs) linked directly as files. This approach often creates challenges for both users searching for documents and administrators managing them, frequently resulting in the wrong version getting downloaded or found in search results. We propose creating a dedicated "Document" content model to properly organize and manage these file assets, improving both user experience and administrative control. Legacy Performance & Accessibility Benchmarking Report In the previous step we will identify the most important pages. For each of these pages we'll run performance and accessibility audits in order to create a benchmark. Since both performance and accessibility is a page specific metric (not domain), we'll want to focus on monitoring the most important and the most tracked pages post-launch. Legacy UI Breakdown Report Modern WordPress sites use “blocks” to structure content. At Secret Stache, we take this concept further by splitting blocks into two categories: template blocks and component blocks. To illustrate this, we’ll examine the current UI of laquintaca.gov and categorize each UI element under one of these block types. This process achieves four (4) main goals: 1. It reveals how your team is currently using dierent UI elements to present content. 2. It identifies any UI elements that may be missing and needed in the redesign. 3. It informs how we’ll structure both template and component blocks when rebuilding in WordPress. 4. It familiarizes your team with the key concepts needed to eectively manage the CMS after launch. UI Design Design System Development Building on feedback from our discovery, we'll develop the core elements of your design system. This includes defining typography hierarchies, color palettes, form components, interactive states, and micro-interactions that will ensure consistency across the website. Homepage Design Exploration We'll present two distinct homepage concepts that showcase eective navigation, prominent search functionality, and clear content hierarchy. Each design will demonstrate how key content and features work together to create an eective entry point into the website. Page Templates Design We'll continue by designing up to 10 additional page templates, starting with your highest-trac pages. Each template will be fully responsive and validated for accessibility compliance. UI & CMS Development Integration Requirements Review Before beg inning development, we'll conduct a thorough evaluation of all third-party integrations that are identified during discovery. We’ll review the current use as well as potential improvements for these integrations. Frontend Development Our frontend development focuses on creating up to 15 template blocks & and 15 component blocks based on the UI design completed in the prior sprint. All frontend development will prioritize mobile responsiveness across devices, cross-browser compatibility (last 2 versions of Chrome, Edge, Firefox, Safari), WCAG 2.1 Level AA compliance, California Section 508 requirements compliance, and performance optimization for optimal load times. CMS Development Our WordPress CMS implementation prioritizes both power and usability, creating a system that g ives your team maximum control while maintaining brand consistency and security. Our approach to CMS development includes: ● WordPress Core Configuration We beg in with an installation of the latest WordPress core, implementing robust security measures from the start. Your organizational structure informs our custom user role hierarchy, with tailored permissions and approval workflows that maintain content quality while enabling team collaboration. We can implement secure log in protocols including two-factor authentication and establish activity monitoring systems to track all content changes, ensuring accountability and usage insight. ● Custom Theme Development Our development team will craft a custom WordPress theme that perfectly realizes the approved design system. The theme architecture incorporates reusable template parts that ensure consistency throughout the entire website while maintaining responsive functionality across all devices. Accessibility features are built directly into the theme structure, not added as afterthoughts, ensuring WCAG 2.1 AA compliance at the foundational level. ● Block Editor Enhancement We transform WordPress's native Gutenberg editor into a powerful site-building tool through custom block development. Your team will have access to specialized template blocks and component blocks for all of the UI elements you’ll need to edit existing pages and/or build net-new pages in the future. This block library empowers non-technical sta to create complex, on-brand layouts without needing to write code, while our carefully configured block restrictions help ensure brand consistency. ● Custom Post Types and Taxonomies Beyond standard pages and posts, we will develop specialized content structures tailored to your specific needs. These custom post types feature intuitive relationships, custom fields, and metadata structures that enhance organization and content discovery. The result is a content architecture that mirrors your real-world information hierarchy, making content management natural and ecient. Notification / Alert Banner System We will implement a flexible alert banner system that displays important announcements across your website. This feature includes a priority-based hierarchy supporting emergency alerts, scheduled notifications, and standard messag ing. The system allows your team to create reusable announcements through a custom post type while manag ing display schedules centrally in the admin panel. With built-in display log ic that prevents browser caching issues, your users will always see the most current and relevant notifications. Web Scraper We will develop a targeted web scraper specifically designed to extract content from laquinta.gov where consistent template patterns exist. This tool will automate the collection of text, images, and metadata, significantly expediting the content migration process. By programmatically pulling content from your existing site, we reduce the manual eort required during migration and minimize the risk of data entry errors. This approach allows us to focus human resources on content that requires more nuanced handling while eciently processing standardized pages at scale. Content Fulfillment Media Performance Optimization Prior to the migration process, our team will conduct comprehensive optimization of all website media assets to ensure optimal performance without sacrificing visual quality. This includes reducing file sizes, and (where applicable) generating responsive image variations that automatically serve appropriately sized assets to dierent devices. These optimization measures will significantly improve page load speeds while reducing bandwidth usage, enhancing both user experience and search eng ine performance metrics. Automated Migration To eciently transfer the bulk of your content, our team will develop and implement custom migration scripts specifically tailored to the legacy site’s structured content types (such as news articles). These scripts will extract the content from your existing website and properly format it for WordPress, including the automated import of all SEO metadata. Additionally, our migration process includes the automated transfer of your entire media library, ensuring all images and documents maintain their proper relationships with content pages. This automated approach significantly reduces migration time while maintaining content integrity across your new website. Content Mapping We'll document how existing content will map to the new website structure. This includes analyzing content patterns, planning automated transfers where possible, and ensuring all removed pages maintain proper connections through URL redirects. Manual Migration For pages with unique or complex layouts, our team will manually reconstruct content within the WordPress Gutenberg editor. This process includes comprehensive quality assurance where we verify the accuracy of all transferred content, test internal linking structures, validate form functionality, confirm document organization, and ensure all accessibility features are properly implemented. Project Management Our project management approach combines structure and flexibility to ensure clear communication, ecient execution, and transparent accountability throughout the development process. Communication Framework ● Dedicated Project Manager: Your single point of contact throughout the project ● Slack Channel: For daily communication and quick questions ● Bi-Weekly Status Meetings: Structured sessions to review progress and address challenges ● Milestone Approvals: Formal checkpoints to validate completed work before proceeding ● Documentation Repository: Centralized storage for all project assets and decisions Estimated Timeline Projects of this size typically require 6-9 months for comprehensive execution from kicko to launch. Our proposed timeline below represents a conservative estimate based on our experience with similarly scoped websites. During the Discovery sprint, we will refine this schedule to align with your specific needs, stakeholder availability, and to account for standard holidays and organizational blackout periods. While our timeline includes allocated periods for stakeholder review and feedback, this aspect of the project often introduces the most variability. The ability to receive timely reviews and approvals from all required parties can significantly impact milestone dates. Sprint Time in Weeks Discovery 2 Design 12 Development 10 Content Migration 8 Quality Assurance & Deployment 2 TOTAL 34 Weeks Payment Schedule Our payment terms are structured to align with project milestones, creating a transparent relationship between deliverables and compensation. All invoices are issued on net 30 terms, allowing for standard processing timeframes. We recognize the procurement requirements outlined in the RFP and confirm our compliance with all invoicing procedures, including detailed documentation of completed work accompanying each invoice. This milestone-based payment structure distributes costs evenly throughout the project lifecycle, reducing financial risk for both parties while ensuring steady project progression. Each payment is triggered upon formal approval of the associated deliverables, providing clear validation points throughout the engagement. ● 20% deposit ● 20% upon completion and approval of the discovery sprint ● 20% upon completion and approval of the design sprint ● 20% upon completion and approval of the development sprint ● 20% upon launch of the website Managed Website Hosting Service Cost/Month Server Infrastructure $500 - $700 Ongoing Maintenance & Support $250 - $750 Server Infrastructure Secret Stache provides enterprise-grade managed WordPress hosting through our partnership with WP Eng ine, a premier hosting platform specifically optimized for WordPress websites. This robust hosting solution includes: ● Dedicated server resources ● Daily automated backups with 30-day retention Stag ing & Development environments for testing ● Integrated CDN for global performance optimization ● Enterprise-level security with web application firewall (WAF) protection and malware scanning. For municipal websites like La Quinta's, this infrastructure ensures 99.5% uptime (99.9% available on their dedicated plans), rapid page load speeds, and protection against security threats—critical factors for a government website that serves as an essential public resource. Ongoing Maintenance & Support Our maintenance packages include proactive monitoring, security patching, and technical support, allowing City sta to focus on content and services rather than website infrastructure management. The Essentials Full Service Weekly Software Updates ✅ ✅ Uptime Monitoring ✅ ✅ Stag ing Environment ✅ ✅ Code Warranty ✅ ✅ Performance Monitoring ✅ ✅ Premium Plug in Licensing ✅ ✅ Living Documentation ✅ ✅ Accessibility Monitoring ✅ Malware Scanner ✅ Unlimited CMS Tasks ✅ 4. Complementary Services Activity Type Value 5 Training Sessions Core $2,500 Asset Preparation Utility $2,500 Mega Menu Feature $1,250 Total Savings $6,250 5 Training Sessions We will provide comprehensive training to ensure your team can confidently manage the new website after launch. Our training program includes five focused sessions designed to build progressive expertise: Session 1: CMS Overview & Content Editing An introduction to WordPress fundamentals, focusing on basic navigation, content editing, and media management. This session establishes core skills for day-to-day site maintenance. Session 2: Working with Page Templates & Components Detailed instruction on utilizing the custom templates and component blocks we'll be developing. This session empowers your team to create visually consistent, on-brand pages without technical assistance. Session 3: Site Administration & User Management Training for administrators on user role configuration, permission settings, and security best practices to maintain a secure, well-organized work environment. Session 4: Advanced Content Strateg ies Guidance on content optimization, SEO fundamentals, and analytics tracking to maximize your site's eectiveness and reach. Session 5: Technical Maintenance Procedures for updates, backups, troubleshooting common issues, and utilizing our support resources eectively. All sessions are recorded for future reference and added to a video support library that your team will have access to through the life of our maintenance agreement. Asset Preparation Our content analysis has identified approximately 855 images on your legacy website that will need to be migrated to the new platform. Rather than simply transferring these files as-is, we'll implement a comprehensive asset optimization process to enhance their usability and accessibility. Our custom automation workflow will use AI to process each image individually to: ● Rename files using contextual naming conventions for improved organization ● Generate appropriate alt text to ensure ADA compliance and enhance accessibility ● Create meaningful captions to provide additional context where beneficial ● Assign keyword metadata (3 per image) to improve internal search functionality ● Categorize each asset by type (photo, illustration, icon, map, headshot, etc.) Following this metadata enhancement, we'll run all images through our optimization pipeline to reduce file sizes without compromising visual quality, significantly improving page load times. The final step involves importing these optimized assets into your new WordPress media library with a log ical folder structure that aligns with your site architecture. This systematic approach ensures your team inherits a well-organized media library where assets are easily searchable, properly tagged for accessibility, and optimized for performance. Mega Menu Our mega menu implementation balances sophisticated frontend presentation with intuitive backend management. We'll create a custom solution that precisely matches your design specifications while providing an administrative interface that non-technical sta can confidently maintain. 5. Stang and Project Organization Team Structure and Approach Secret Stache employs a lean, highly ecient team structure that ensures clear accountability, streamlined communication, and exceptional quality throughout the website design & development process. Our team-based approach means the City of La Quinta will benefit from multiple specialists working in concert while maintaining consistent points of contact. Each project at Secret Stache is led by a dedicated Project Manager who serves as the primary client liaison and coordinates our internal team. This ensures you have a single point of accountability while still accessing the diverse expertise of our entire team. For the City of La Quinta project, we've assembled a specialized team with extensive experience in creating complex, content-rich websites with sophisticated functionality. Key Team Members Rich Staats, Founder & Team Lead Rich will serve as the executive sponsor and Technical Project Manager for the City of La Quinta project, providing strateg ic direction and quality assurance throughout the engagement. With nearly 20 years of web development experience and as the founder of Secret Stache Media since 2006, Rich has led projects for organizations of similar size and complexity to the City of La Quinta. He will be involved in key strateg ic decisions, design reviews, and will ensure the final product meets Secret Stache's exacting standards. Alex Smulsky, Development Lead As Development Lead, Alex will architect the technical solution for the City's website and oversee all development activities. With over a decade of experience in web development specializing in PHP, WordPress, and API development, Alex excels at translating client requirements into actionable technical solutions. He will ensure the website meets all technical requirements while providing an exceptional user experience and optimal performance. Kristie K ieft, Non-Technical Project Manager Kristie will serve as your primary day-to-day contact and will coordinate all project activities. With over 15 years of experience in marketing, communications, and online content management, Kristie excels at maintaining clear communication, keeping projects on schedule, and ensuring all stakeholder needs are addressed. She is skilled in WordPress, ExpressionEng ine, and various other CMS platforms, and will lead all project meetings, provide regular status updates, and coordinate between City sta and our development team. Anastasiia Pohorelenko, Project Support Anastasiia will provide additional project management support, assisting with workflow optimization, stakeholder communication, and ensuring all project details are meticulously tracked. Her expertise in aligning project execution with business objectives while driving eciency will help ensure smooth delivery of all project components. 6. Subcontracting Services In accordance with the RFP requirements regarding subcontracting, we want to transparently address our approach to design services. While our core development and project management teams are full-time team members, we strateg ically partner with independent designers for creative services. This collaborative model represents a significant advantage for your project. Rather than being limited to a small internal design team (one limited by geography and/or budget), we can select from a diverse pool of specialized designers whose specific aesthetic and technical skills align with your project requirements. Our design partners operate as an extension of our team, following our established workflows and quality standards. We maintain long-term relationships with these professionals, ensuring consistency and reliability across projects. All design work undergoes the same rigorous review process as our internal deliverables, with our Team Lead providing oversight to ensure cohesive integration with development. This flexible approach delivers the best creative outcomes while maintaining the accountability of a single vendor relationship. 7. Disclosures Our company arms that we have no prior or ongoing agreement failures, civil or criminal litigation, or pending investigations involving our organization. Additionally, we have not been judged guilty or liable in any relevant matters. ATTACHMENT 2 INSURANCE REQUIREMENTS ACKNOWLEDGEMENT Must be executed by proposer and submitted with the proposal I, ________________________________________ (name) hereby acknowledge and confirm that __________________________________ (name of company) has reviewed the City’s indemnification and minimum insurance requirements as listed in Exhibits E and F of the City’s Agreement for Contract Services (Attachment 1); and declare that insurance certificates and endorsements verifying compliance will be provided if an agreement is awarded. I am _________________________________ of ______________________________, (Title) (Company) ✔Commercial General Liability (at least as broad as ISO CG 0001) $1,000,000 (per occurrence); $2,000,000 (general aggregate) Must include the following endorsements: ✔ General Liability Additional Insured ✔ General Liability Primary and Noncontributory ✔Commercial Auto Liability (at least as broad as ISO CA 0001) $1,000,000 (per accident) Personal Auto Declaration Page (if applicable) ✔Cyber Liability $1,000,000 (per occurrence) $2,000,000 (general aggregate) ✔Worker’s Compensation (per statutory requirements) Must include the following endorsement: ✔ Worker’s Compensation Waiver of Subrogation Worker’s Compensation Declaration of Sole Proprietor (if applicable) Page 9 of 11 J. Rich Staats Secret Stache Principle Secret Stache Page 10 of 11 ATTACHMENT 3 NON-COLLUSION AFFIDAVIT FORM Must be executed by proposer and submitted with the proposal I, ________________________________________ (name) hereby declare as follows: I am _________________________________ of ______________________________, (Title) (Company) the party making the foregoing proposal, that the proposal is not made in the interest of, or on behalf of, any undisclosed person, partnership, company, association, organization, or corporation; that the proposal is genuine and not collusive or sham; that the proposer has not directly or indirectly induced or solicited any other proposer to put in a false or sham proposal, and has not directly or indirectly colluded, conspired, connived, or agreed with any proposer or anyone else to put in a sham proposal, or that anyone shall refrain from proposing; that the proposer has not in any manner, directly or indirectly, sought by agreement, communication, or conference with anyone to fix the proposal price of the proposer or any other proposer, or to fix any overhead, profit, or cost element of the proposal price, or of that of any other proposer, or to secure any advantage against the public body awarding the agreement of anyone interested in the proposed agreement; that all statements contained in the proposal are true; and, further, that the proposer has not, directly or indirectly, submitted his or her proposal price or any breakdown thereof, or the contents thereof, or divulged information or data relative hereto, or paid, and will not pay, any fee to any corporation, partnership, company, association, organization, proposal depository, or to any member or agent thereof to effectuate a collusive or sham proposal. I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct. Proposer Signature: __________________________________________________ Proposer Name: __________________________________________________ Proposer Title: __________________________________________________ Company Name: __________________________________________________ Address: __________________________________________________ J. Rich Staats Principle Secret Stache J Rich Staats Principle, Team Lead Secret Stache 1001 Bannock St #482 Denver, CO 80204 Page 11 of 11 ATTACHMENT 4 ACKNOWLEDGEMENT OF RECEIPT OF ADDENDA Must be executed by proposer and submitted with the proposal; If no addenda has been issued, mark “N/A” under Addendum No. indicating Not Applicable and sign ADDENDUM NO. SIGNATURE INDICATING RECEIPT N/A