Title
Online Mobile Geo-Location Intelligence Services Contract with Placer Labs, Inc. (Ordinance S-52787) - Citywide
Description
Request to authorize the City Manager, or his designee, to contract with Placer Labs, Inc. (Placer) for online mobile geo-location intelligence services to provide economic impact data. Further request to authorize the City Controller to disburse all funds related to this item. The agreement value will not exceed $167,000 over three years. Funding is available in the Community and Economic Development Department's Downtown Community Reinvestment Fund budget.
Report
Summary
Placer technology utilizes location-based analytics to determine real time foot traffic throughout a city, region and nation. Obtaining this service will allow the Community and Economic Development Department to capture and better understand information related to economic impact, community and tourist visitation trends, commercial visitation trends, and retail leakage. If approved, this contract will allow staff to:
- Identify retail leakage to attract and develop a more robust retail portfolio for underserved markets in Phoenix.
- Monitor and analyze shopping center performance and foot traffic patterns to determine the health of micro and macro retail environments.
- Create specialized marketing strategies to attract regional retail stores and centers, and support Phoenix’s unique retail corridors and locally owned businesses.
- Determine visitation patterns and quantify the economic impact of tourism dollars within Phoenix.
- Identify missed opportunities through the discovery of points of interest within Phoenix.
- Support strategic efforts related to the revitalization of struggling shopping centers and retail spaces.
- Assist in the search of creative retail solutions to fill vacant space.
- Understand the impacts online shopping on brick-and-mortar space.
- Analyze visitation patterns and quantify economic and tourism-related activity.
The service includes historical data from 2017 through three days before the current date for any venue, intersection, or point of interest in the United States. Placer provides aggregate data from approximately 30 million mobile devices with a margin of error of approximately 5-8 percent. The service includes 24/7 online access for staff.
This item has been reviewed and approved by the Information Technology Services Department.
The vendor's service agreement requires an exception to Phoenix City Code Section 42-18 to limit the vendor's indemnification of, and liability to, the City at the value of the agreement.
Procurement Information
Staff conducted an informal solicitation in accordance with Administrative Regulation 3.10. Placer proposed the most robust mobile geo-location intelligence services that directly met the requirements of the solicitation.
Contract Term
If approved, the contract term will begin or about June 1, 2026, for a duration of three years.
Financial Impact
The aggregate value of the contract will not exceed $167,000. Funding is available in the Community and Economic Development Department's Downtown Community Reinvestment Fund budget.
Department
Responsible Department
This item is submitted by Assistant City Manager Ginger Spencer and the Community and Economic Development Department.