Improving Response Rates for Parks Concessions

The New York City Department of Parks and Recreation provides high-quality amenities and facilities to park users, which generate revenue for the city and create valuable business and employment opportunities for the public. Business opportunities are created through the solicitation process, utilizing Requests For Proposals, Requests For Bids, and Requests For Expressions of Interest for concessions in parks. The Department of Parks and Recreation enlisted a Capstone team to address concerns over the diversity of its current contact list of respondents for new business partnerships, as well as the number and quality of responses received for solicitations. Working with the client, the team analyzed marketing and outreach best practices, interviewed vendors from popular food trucks, and surveyed prospective candidates for concessions. The team developed a final report based on its research, including suggestions for improved response rates for solicitations and alternative marketing and outreach strategies.