Item - 2025.PA17.6

The Board of Directors of the Toronto Parking Authority:

1. Provided authority for the President, Toronto Parking Authority, to negotiate, enter into and execute a Vendor of Record (VOR) Agreement with agencies listed below to provide Business Strategy and Marketing consulting services as required. The term of Agreement will be three (3) years from commencement date with an option to extend for an additional two (2) one (1) year terms.

2. Provided authority for the President, Toronto Parking Authority for the spending limit for the new Business Strategy and Marketing Services Vendor of Record through to the end of the second quarter of 2029 (expected initial 3 year term, plus 6 months) to be $5,000,000 (excluding HST).

As Toronto Parking Authority (TPA) continues its journey to becoming one of the world’s best providers of sustainable parking, Bike Share and last mile mobility experiences, Management has used a Business Strategy and Marketing Services Vendor of Record (VoR) to access agency partners to support Toronto Parking Authority's growth agenda.

The Vendor of Record includes agency partners across a number of service categories that include Strategy Development and Creative Services, Strategic Partnerships, Market Research, Public Relations and Communications and Digital Marketing.

Management has retained agencies on the Vendor of Record for a number of key initiatives, including the completion of consumer research, the development and execution of targeted marketing campaigns, preparation of annual reports, ongoing public relations and communications support, the development and execution of go-to-market strategies to secure strategic partnerships and the completion of website enhancements, among others.

The original Vendor of Record was established through a competitive request for proposals (RFP) process, with the RFP published on Merx in late 2021. Following an extensive evaluation by Toronto Parking Authority's Evaluation Committee, recommendations to establish the Vendor of Record were brought forward and adopted by the Board at its meeting of February 18, 2022.

Over the course of the last four years, a broad range of initiatives have been executed. A high-level summary of these is below, with more in-depth examples of these initiatives in the "Comments" and "Appendix B" sections of this report. Initiatives have included:

Market Research and Customer Segmentation Analysis - Toronto Parking Authority completed comprehensive market research and customer segmentation analysis for Bike Share and Green P Parking. This research has been used to guide the development of customer facing communications and marketing initiatives to drive customer experience and transaction and revenue growth.

Marketing Campaigns (2022 - 2025) - including the development and execution of a wide range of GreenP, EV and Bike Share marketing campaigns over the course of 2022 through 2025.

Communications and Media Relations - partners were used to provide communications support, event support, and ongoing management of media inquiries.

Digital Marketing - a substantial redevelopment of the parking.greenp.com website was undertaken.

Annual Reports - preparation and publication of four (4) Annual Reports (2021 – 2024, as required under the Toronto Municipal Code Chapter 179, Parking Authority.

As of October 31, 2025, a total of $6,094,163 has been spent against the current Vendor of Record spend limit amount for the past four years (2022-2025) of $6,500,000.

The original VoR expires at the end of 2025. In preparation, the Toronto Parking Authority issued a new RFP on Merx for agencies to deliver these services. The RFP was issued on June 17, 2025, and closed on July 25, 2025.

The Request for Proposal (RFP) consists of the same five (5) service categories: Strategy Development and Creative Services; Strategic Partnerships; Market Research Partner; Public Relations and Communications Partner and Digital Marketing Partner.

Through a detailed review of the proposals received, Toronto Parking Authority's Bid Evaluation Committee has identified a range of proponents that are recommended to be included in the Business Strategy and Marketing Services Vendor of Record (VOR) Agreement.

Future programs are in development to continue the execution of the Toronto Parking Authority, Bike Share and Green P business strategies. Investments are planned to continue with the work to date, and include ongoing customer market research to inform product development, customer satisfaction and experience improvement; delivering on partnerships with Bike Share and other partners, and marketing across all channels to drive ridership, transaction, and revenue growth across all business segments, including Bike Share, Green P Parking, and EV.