Immersive Experience Consultant - Energy Conversations Pavilion at Innovation Crossing
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Immersive Experience
Consultant
Energy Conversations Pavilion
at Innovation Crossing
Request for Proposal
2021
This Request for Proposal was publicly released on September 8, 2021.
All submission must be received by 4:00pm MST September 25, 2021.
This information is property of Heritage Park Society. All rights reserved.
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September 2021Contents
1.1 Background: ................................................................................................................................... 3
1.2 Land Acknowledgement: ........................................................................................................... 3
2.0 Vision Statement: ........................................................................................................................... 3
3.0 Mission Statement: ........................................................................................................................ 3
4.0 Intent: ................................................................................................................................................ 3
SIGNATURE SHEET .................................................................................................................................. 4
5.0 RFP Scope of Work and Specifications:................................................................................... 5
5.1 Length of Agreement: .................................................................................................................. 6
5.2 Closing of RFP: ................................................................................................................................ 6
5.3 Questions about RFP: .................................................................................................................... 6
5.4 Who can Apply: ............................................................................................................................. 6
5.5 Submission Requirements: .......................................................................................................... 6
6.0 Evaluation of Proposals: ............................................................................................................... 6
6.1 Criteria for Selection: .................................................................................................................... 7
6.2 Schedule for Response Evaluation: .......................................................................................... 7
6.3 Acceptance/Rejection of Responses: .................................................................................... 7
7.0 Confidentiality & RFP Ownership: .............................................................................................. 8
7.1 Confidentiality: ............................................................................................................................... 8
7.2 Ownership of Research and Data: ........................................................................................... 8
8.0 References: ..................................................................................................................................... 8
9.0 Incurred Costs: ............................................................................................................................... 8
10.0 Conflict of Interest: ...................................................................................................................... 9
11.0 Pricing:............................................................................................................................................ 9
12.0 Insurance and WCB: ................................................................................................................... 9
Schedule A........................................................................................................................................... 10
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September 20211.1 Background:
Heritage Park has celebrated prairie history for almost 60 years. Since opening its doors in 1964, the
Park has grown into one of Calgary’s premier tourist attractions and one of North America’s largest and
most successful living history museums. With more than 200 exhibits and attractions spread over 127
acres of parkland, Heritage Park brings alive the stories of our prairie experiences from across Western
Canada and invites guests to step back in time and experience life as it was. As Canada’s largest living
history museum and village, we offer both the history buff and the pleasure seeker the perfect balance
between historical fact, adventure, discovery and fun that makes you want to come back again. More
information about Heritage Park, is available on heritagepark.ca.
1.2 Land Acknowledgement:
We recognize that Heritage Park is located on the traditional territories of Treaty 7 peoples, including
the Blackfoot people (the Nii-tsi-ta-pi) composed of the Kainai, Piikani and the Siksika Nations; the
Tsuut'ina Nation; and the Iyarhe (Stoney) Nakoda, including the Bearspaw, Chiniki and Wesley First
Nations; and is situated within the Métis homeland, and home of the Métis Nation of Alberta Region 3.
We give thanks for being able to live, work, play and learn on this land in peace as Treaty people.
Heritage Park is a place for visitors to connect with the history and culture of the Métis and Treaty 7
First Nations at the First Nations Encampment, Hudson’s Bay Fort, Our Lady of Peace Mission, and the
Livingston House, the original home of Sam Livingston and Jane Howse, one of the first Calgary Métis
families, who settled this land in 1875. We are grateful for the support of the Indigenous community,
elders, advisors, knowledge keepers and Heritage Park Indigenous staff as we move forward together
in Reconciliation.
2.0 Vision Statement:
To be recognized as Canada’s leading living history museum.
3.0 Mission Statement:
Connecting people with the settlement of Western Canada and preserving our culture and heritage.
4.0 Intent:
The successful and qualified Respondent will be able to provide Heritage Park with curriculum support,
strategy for content delivered with enhanced immersive experiences in the “Energy Conversations”
Pavilion at Innovation Crossing.
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September 2021SIGNATURE SHEET
This Signature Sheet must be completed, signed and included as part of your Proposal. Failure to include
the Signature Sheet with the Proposal will result in the disqualification of the Proposal.
RE: Request for Proposal (RFP) – Heritage Park – Immersive Experience Consultant
(Respondent)
We, the undersigned, having examined the RFP, including all addenda and attachments, are satisfied we
understand the requirements of the RFP as identified therein. We further acknowledge that we have
not relied on the completeness of such information and declare ourselves competent to supply the
Services and do hereby irrevocably propose and agree to supply the required Services in accordance
with the RFP.
We hereby affirm that we have read the RFP and fully understand its intent, and that we have adequate
personnel, facilities and resources to fulfil the requirements of the RFP.
The undersigned hereby represents and warrants as to having authority to execute the Proposal on
behalf of the Respondent.
______________________________________ ________________________________
Respondent’s Name(s) Date
___________________________________
Authorized Signatory
______________________________________
Name and Title of Signatory
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September 20215.0 RFP Scope of Work and Specifications:
Heritage Park is requesting detailed Proposals from qualified and experienced Respondents for the
provision of the work, specifications and/or requirements set out in this RFP. The intent of this RFP is to
enable Heritage Park to select one or more Suppliers that clearly demonstrate they have the
commitment, experience, resources, expertise, skills and professionalism required to successfully supply
the goods and/or services required in order to complete this Project.
5.1 Proposal Details:
Proposals, at minimum, must clearly outline:
1. A description of your company, the team members who will work directly on this work, and
identify anyone who is subcontracted by your company to work on this project. Please include
your head office address. If this is not in Alberta, please outline who your local partners will be
to complete this work and be aware that you must be willing to travel to assess site and consult
with Heritage Park staff.
2. Your team must include qualified, interpretive planners who can bring the story of artifacts and
information alive.
3. A description of your company’s experience in related sectors, such as attractions, travelling
exhibits, creating/delivering educational content to children/adults, educationally focussed
organizations, museum curation, and creative organizations using innovative and immersive
technology to tell stories.
4. Demonstrated experience in, and a list of team members with experience, in (More details in
Schedule A):
• distilling themes from a broad subject matter
• content development and interpretation for a diverse audience, student/classroom
experience
• integration of new technologies (e.g. augmented reality, virtual reality, etc) for museum
interpretation
• site assessments and exhibit evaluation
• interpretation and interpretive strategy
• exhibit and museum design
• exhibit pre-testing
• production of exhibition, interactive/immersive experience, with proven successful
implementation on budget and on time
• operations and programming
• project planning
• experience with living history museums
• providing engaging visitor experience in a paid attraction
5. Minimum of 3 examples of projects with similar scope and purpose that your firm has
successfully completed, noting the date of completion.
6. A complete description of the work to be completed, including methodology, timelines.
7. Pricing.
8. Identification of any real or perceived conflicts of interest if your company is chosen.
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September 20219. A minimum of three references who may be contacted by Heritage Park. Please include contact
details for Heritage Park to follow up with as part of the selection process.
5.2 Project timelines (tentative):
• Project will commence immediately after the qualified Respondent is
selected.
• Recommended Strategy will be completed no later than January 15, 2022.
• Implementation of enhanced school and public content must be implemented
by May 1, 2022, with future implementation as agreed upon.
• Adherence to the above stated timelines
• Full report and presentation to Heritage Park Management is required.
5.3 Length of Agreement:
The response to this RFP is value until October 15, 2021. Further work will be approved as strategy and
plans are presented by Respondent.
5.4 Closing of RFP:
Respondents are required to email a PDF copy of their Proposal by September 25 at 4:00 p.m. MST to:
ImmersiveExperienceRFP@HeritagePark.ca
The date/time of email upon receipt will act as the determinant of time/date of receipt. In the subject
line indicate: Immersive Experience RFP submission.
5.5 Questions about RFP:
Qualified firms that have questions about the RFP and the work to be completed may email (only) those
questions no later than 4:00 p.m. September 15, 2021 to: SReckseidler@heritagepark.ca. Answers to
all questions will be posted by noon September 20, 2021 on MERX.
5.6 Who can Apply:
Any qualified company that has the capacity, qualifications and relevant experience to meet the
requirements of the RFP. Heritage Park encourages all qualified companies to apply and strives to create
a culture of inclusion and to address any barriers in creating fair opportunities for everyone.
5.7 Submission Requirements:
All responses to this RFP shall include:
• Proposal Form
• Signature Sheet
• Certificate of Insurance
• Workers’ Compensation Board Letter
• Address Heritage Park’s needs as outlined in Schedule A
6.0 Evaluation of Proposals:
At the conclusion of the submission date (September 25, 2021 at 4:00 p.m. MST), all proposals will be
accepted for review to ensure compliance with the requirements of this RFP.
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September 2021Heritage Park reserves the right to accept or reject a Proposal or a Respondent for any reasons it deems
appropriate, in its discretion.
The Evaluation Committee shall consider the evaluation criteria set forth in Schedule A when evaluating
each Proposal. Notwithstanding, Heritage Park reserves the right to consider such other factors as it
deems, in its sole discretion, to be applicable. A rating by Heritage Park of each Proposal will be
confidential and no totals or scores of such rating will be released to any Respondent.
Heritage Park reserves the right to seek clarification from any Respondent as to the contents of its
Proposal to assist the Evaluation Committee and Heritage Park in making an evaluation.
Respondents may be requested to attend a formal interview, make formal presentations and/or provide
additional information upon Heritage Park’s further request. The Park will schedule any such
presentations during the period bids are being evaluated.
6.1 Criteria for Selection:
Criteria Rating
Quality of submission, proposed solution, ingenuity. 5%
Overall fit: Respondent suitability, team member and firm experience, ability 15%
and resources to meet timelines and requirements.
Storyline development, interactive and immersive experience development, 45%
experience in telling stories using diverse, multimedia modalities.
Demonstrated past performance on completion, servicing and supporting
projects of similar size and scope. Knowledge and experience of interactive
and immersive museums, tourism, attractions, and other related sectors
using interactive learning tools and technologies.
Cost/price – value in pricing structure, transparent about budget, structure 20%
and mark ups.
Feedback from at least three references. 15%
6.2 Schedule for Response Evaluation:
The following time schedule has been set for evaluation of the properly submitted Proposals to this RFP:
RFP Released to the Public: Sept 1, 2021
Closing: Sept 30, 2021 at 4:00 p.m. MST
Respondent Selection: before October 10, 2021
6.3 Acceptance/Rejection of Responses:
Upon evaluation of all Proposals, the Evaluation Committee may select the Respondent that offers the
most beneficial Proposal and is in the best overall interests of Heritage Park. Heritage Park shall not be
required to accept the Proposal with the lowest overall price/rate.
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September 2021Heritage Park does not make any representations or warrant that it will proceed beyond the review of
the Proposals received. Issuance of this RFP and/or consideration of Proposals submitted as a result
hereof shall not constitute a commitment by Heritage Park to accept any Proposal, to negotiate or
execute an Agreement or to proceed with the Project.
Heritage Park reserves the right to alter, amend, delete or add to the scope of work and the
requirements being sought in respect of the Project, including without limitation, after the work under
the Agreement has commenced. Heritage Park reserves the right to withdraw this RFP entirely or to re-
advertise or re-commence the RFP process.
No act of Heritage Park, other than an express notice in writing signed by an authorized representative
of Heritage Park, shall constitute an Award.
7.0 Confidentiality & RFP Ownership:
This RFP document is both confidential and proprietary to Heritage Park. The Park reserves the right to
recall the RFP in its entirety or in part. Respondents will not include or reference this RFP in any public
way without prior written approval from Heritage Park. All responses to the RFP will become the
property of Heritage Park.
7.1 Confidentiality:
The Respondent acknowledges that Heritage Park must comply with and operate in accordance with
Alberta’s Personal Information Protection Act (PIPA) and all documents submitted to Heritage Park,
including any Proposals, shall be subject to the protection and disclosure provisions of any other
applicable privacy laws.
More information on PIPA can be found here: Personal Information Protection Act
7.2 Ownership of Research and Data:
Heritage Park will retain ownership and control over data collected and research produced as a result
of the RFP.
8.0 References:
Each Respondent is requested to submit contact information regarding, at minimum, three client
references to whom the Respondent has provided goods and/or services of similar size and scope. By
submitting a Proposal in response to the RFP, each Respondent authorizes Heritage Park to contact all
references so identified.
9.0 Incurred Costs:
Heritage Park shall not be liable for any costs incurred by Respondents or third parties in the preparation
or presentation of Proposals or for any costs arising as a result of any withdrawal, amendment,
alteration, addition, deletion or clarification of this RFP by Heritage Park.
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September 202110.0 Conflict of Interest:
Respondents must fully disclose, in writing, in the RFP response or before the closing date of this RFP,
the circumstances of any possible conflict of interest or what could be perceived as a possible conflict
of interest if the Respondent were to become a contracting party pursuant to this RFP.
11.0 Pricing:
The initial price or rates quoted in a Proposal shall include all applicable duties, and shall be valid for at
least 90 days from the date the Proposal is received by Heritage Park. The price and rates quoted in
Canadian currency and shall not include the Canadian Goods and Services Tax (GST). This includes any
anticipated contracting of external staff or products/services and if mark ups apply.
12.0 Insurance and WCB:
Before commencing the services, the successful Respondent shall obtain, at their own costs, and
maintain throughout the term:
(a) Property Damage Insurance in respect of both owned and non-owned automotive vehicles, and
Commercial general liability insurance covering General Public Liability, each with limits of at
least $2,000,000 inclusive; and covering bodily injury, death and property damage or loss.
(b) Workmen’s Compensation Insurance fully complying with the laws of the Province/Provinces
and/or Territory/Territories in which the work is to be done. As evidence of al insurance the
contractor shall provide evidence of insurance to Heritage Park and a letter from the WCB of
Alberta stating the contractor has an account in good standing with WCB.
(c) Such other insurance as may be required by Heritage Park. Whenever requested, Contractor
shall furnish Heritage Park satisfactory evidence that such insurance is in force and effect.
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September 2021Schedule A
Background:
In May, 2021 Heritage Park opened the newly refurbished Prospect Ridge, which presents a hands-on
experience in the life of a pioneer in oil, gas, and mining exploration. This project included the restoration of the
Dingman No. 1 Discovery Well and oil storage tank, coal mine and tunnel, Miner’s office, water wheel, Park
Warden’s Cabin, and initial section of the Nature Trail.
In addition, in July 2021, Heritage Park completed the construction of the Innovation Crossing building, a
multi-purpose building with a 3000 square foot event space that will be available for multi-use. However, the
primary purpose of the building is to offer students and the public a new way to learn about the important
role of energy in our lives – it’s evolution over time and the transformational impact energy has in changing
the way we live, plan our communities and protect our planet. This is a broad theme, and content will
whenever possible relate to Alberta and Albertans specifically, including Alberta’s story of energy production.
It is expected there will be reference to pre-1800s, with the focus on late 1800s to today and into the future.
The space currently includes static displays of artifacts, as well as computer and learning stations for digital
content, and open spaces for dynamic learning environments. Interpreters and instructors are expected to
provide the student focused learning. The initial student curriculum includes three energy-themed modules
will be piloted for three grades 4, 5, and 7 in Fall 2021. The modules, the age range, and how the content is
experienced will continue to evolve and grow.
Heritage Park Interpretation has programmed the space as a learning center and is working hard to ensure a
successful pilot project with participating students this fall. Heritage Park is committed to developing
educational and engaging spaces with high quality interpretative programs for students, but also for the more
than 500,000 tourists and guests who visit annually. We want to make an investment in innovative storytelling
– in content and the way it is delivered. This provides a challenge between a more structured student
experience AND a self-determined public that can choose to how, when and the length of time they will
engage with content.
Strategic Outcomes:
1. Develop themes that help prioritize how the diverse energy story can be told over the next
decade.
2. Focus on Alberta examples and content when possible.
3. Help Heritage Park understand the options available for presenting content in multi-sensory,
interactive, immersive, experiential and hands-on options to enhance the learning, experience
and enjoyment of guests’ visits to the Energy themed spaces.
i Enhance learning by broadening the learning experience to include interactive,
immersive, experiential, and technologically enriched experiences.
ii Enhance guests’ experience (Albertans of all ages, tourists, and other visitors) by
diversifying the modalities we tell stories and the new ways to experience learning and
how participants can engage in conversation.
4. Improve guests’ experiences resulting in increased revenue generation opportunities.
5. Support the diverse uses of Innovation Crossing, and remain on-brand so guests move
seamlessly into other areas of the living history museum.
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September 2021Target Audiences:
• Students (primarily grade 4 - 9) who will attend as a classroom.
• Visitors to Heritage Park (Families with small children, teens, adults of all ages; visitors of all ages
travelling to Canada) who choose to enter Innovation Crossing and who you must capture and keep
their attention.
• Guests interested in Energy transformation and experiencing information sharing in new, engaging
ways.
• Clients renting space for meetings, events, gatherings and celebrations - individuals and businesses.
The room is designed so some elements will be permanent, while others are removable.
Scope of Work:
• Innovation Crossing is a building that will host students, classrooms, youth groups and other young
learners. Students are often experienced and discerning information consumers, expecting an
interactive and engaging experience we are seeking from the Respondent. The Respondent will be
required to consult with Heritage Park’s education, curatorial and interpretation team to review the
current and planned curriculum modules to find ways of enhancing the current lesson plans with
experiences that encourage learning in diverse, immersive ways.
Using the content and themes created for the school program, the Respondent will create and
implement strategies that presents this information in ways that highly engage diverse audiences,
creates an emotive experience, and keeps students and a diverse range of visitors interested longer
by using innovative, hands-on, experiential modalities/technologies.
The student audience and curriculum modules that have been designed to be implemented in
2021/22 and will be the Year 1-2 foundation we require the Respondent to work from. The goal will
be to enhance the current lesson plans for students (by August 2022) and also for our more diverse
public visitors (by May 2022).
• Research the evolution of energy in Alberta and identify approximately. six themes that can be told in
ways that present and create conversations and evoke an emotional response from visitors. These
themes must incorporate the stories of Albertans who helped shape the provincial energy revolution
story, the impact energy production has on our lives, and the potential energy sources of the future.
The themes may be expressed from a variety of perspectives - some that may not have been heard
before or be combined to tell stories in unexpected and interesting ways not presented elsewhere.
Interactive technologies will be a key tool in bringing these themes alive in unique, interesting and
immersive ways.
• Create an experience for the diverse visitors to Heritage Park. With the increasing use of
interactive/digital/immersive, our “public” audience now expects emotive, interactive and immersive
experiences from Heritage Park. They choose the spaces they visit, and then choose if they return to
that space again on their next visit, the Respondent’s recommendations must focus on achieving
these goals. We want this space to be a destination each and every time the guest visits Heritage Park
– and creates a reason for them to return. Therefore, the Strategy will include recommendations
about how to connect the energy theme in meaningful ways with the general focus of the Park and
helps visitors learn through hands-on experiential opportunities, with interpretation staff augmenting
the learning.
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September 2021The Respondent will provide recommendations and then execute the strategy for current/future
exhibit design and layout, as well as interpretive programming that creates an engaging space for all
Heritage Park visitors to learn about energy transformation in Alberta. A marker of success is that the
use of design and presentation technologies motivates repeat visitation.
• Support the Heritage Park Interpretation team with resources, expertise and inspiration by providing
10-year plan for content renewal utilizing existing digital, immersive and interactive platforms.
• Address the significant challenge that much of the physical pieces available during the public exhibit
must be removable for event rentals or have the ability to be used during rentals. All strategies must
recognize the building the recommendations will be implemented within is multi-use and so must
allow for technologies/pieces that can be removed and moveable. For example, a classroom in the
morning, open to the public in the afternoon and a wedding in the evening.
• All strategies must incorporate innovative use of current and future technologies, interpretation best-
practices, and creative ways that enhance Heritage Park’s ability to use new ways of presenting
information. The mediums and immersive experiences that form the experiential component, will
need to be adaptable to so content can be updated and refreshed.
• Implementation must create continuity of experience so visitors know they are experiencing the
Heritage Park brand promise.
• The final strategy and budget must include communications, such as directional signage, warnings,
“how to use” and engagement information.
• The final strategy and budget must include an evaluation process to gauge the success of visitor
experience.
• A budget supporting the strategy must be included. It should be transparent in identifying all costs of
the Respondent, mark-ups, the development and implementation of the recommendations and all
costs of any partners, sub-contractors or suppliers.
• Ensure directional, instructions, education and any other communications/signage is in place to
enhance the customer experience.
• Embed tools to measure the impact of the additional immersive modalities.
Considerations:
• As a non-profit, heritage focused, accredited museum, Heritage Park is able to provide an
independent, objective voice in the “energy” space and has the opportunity to offer content from a
wide range of perspectives, perhaps from unexpected sources, and from documenting Albertans who
influenced how we’ve transitioned to our energy plans for the future.
• Heritage Park is seeking an opportunity to partner with an interpretive and exhibit design expert, with
combined with new media and technology experience, who can bring the content alive in interesting,
emotive and experiential ways. We want to hear WOW often as people explore the energy
information and spaces.
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September 2021The Respondent will have experience producing content using a variety of modalities such as
simulators, filming, storytelling, actors on site, all senses stimulation, augmented or mixed reality,
multi-media, gaming, AI, digital projection and the many other experiential learning tools now widely
used in interactive experiences at attractions and learning institutes around the world. Heritage Park
is interested in interactive, emotive experiences more so than passive participation.
We are seeking a “mentor” familiar with the newest ways educators, story tellers and creative
institutions are attracting audiences to experience content in exciting ways.
We expect the Respondent to have seen the “Every Second” exhibit developed by Olivier Goulet, a
former director of Cirque du Soleil. Take an interest in innovative stage production techniques at
Nuevo productions. Follow AI’s use in increasing sectors. Are curious how the "Immersive Van Gogh
Exhibit" designed by Massimiliano Siccardi is monetized. We expect significant expertise, professional
curiosity, and proven implementation experience. The Consultant will be Heritage Park’s guide into
this space.
• Public Conversations and Dialogue: it is important that different perspectives in how energy has
transformed the lives of Albertans be presented in a way that encourages conversation and dialogue.
• Heritage Park offers a Living Museum in a village setting that invites the public to step back in time.
From the May long weekend, until the September long weekend, the public has the opportunity to
visit Heritage Park daily. In the fall, we are open on the weekends, and in winter for specific festivals
and events. All ages, families, singles, groups and others will come to Innovation Crossing as part of
their visit to Heritage Park – and we want them to seek out this themed exhibit. We want this to be a
draw, a reason to return, and a revenue generator for Heritage Park.
• The Respondent must have experience with attractions, museums, immersive commercialized
projects, and education/public venues is required. Revenue Generation is always an important
component to any new investment by Heritage Park. As a non-profit charity, our living museum and
all programs are considered social enterprises that help meet our Mission while providing income to
further our strategic goals. This enhancement to Heritage Park providing immersive and interactive
experiences while sharing stories about our heritage must enhance revenue generation through the
gate, and beyond.
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