Wayfinding Signage RFP
Wayfinding Signage Master Plan Request for Proposal (RFP)


Explore Butte County (EBC) is seeking a firm to create the Butte County Wayfinding Signage Master Plan that can be adopted community-wide to elevate Butte County as a vibrant and cohesive travel and tourism destination

EBC, as a contractor for and in partnership with Butte County, intends to award a contract to a respondent that will meet our qualification criteria and has successfully performed services on similar projects in the past. The successful respondent will be required to enter a contract with EBC for the services requested in this Request for Proposals (RFP) within a reasonable time after award.


On March 11, 2021, President Joe Biden signed the $1.9 trillion American Rescue Plan Act (ARPA), a federal stimulus bill to aid public health and economic recovery from the COVID-19 pandemic. The plan included $350 billion in emergency funding for state, local, territorial, and tribal governments, known as the Coronavirus State and Local Fiscal Recovery Funds.

Butte County was awarded more than $43 million in ARPA funding. Of that funding, the Butte County Board of Supervisors allocated $200,000 for a travel and tourism initiative to fund the creation of a wayfinding signage master plan in partnership with EBC. EBC is the lodging-led and county-recognized destination marketing and management organization approved to manage a variety of tourism initiatives, including the management of the Butte County Tourism Business Improvement District.

Thank you for your interest in the Wayfinding Signage Master Plan RFP. You can download the full RFP here.

For ease of access, the timeline for proposal deadline is listed below.

Download RFP
Click here to download full RFP


August 1: Solicitation publication

August 19: Final date to submit questions and requests for clarification

August 20: Clarifying questions answered via EBC website (FAQ tab)

August 31: RFP submittals due by 5:00 p.m.

September 14: Preliminary evaluation completed

September 15-30: Presentation/demonstration (if required)

September 30: Evaluation completed

September 30: Contract awarded

By December 31: Initial stakeholder meetings must be held in-market


By March 31: Wayfinding Signage Master Plan completed

By December 31: Butte County Wayfinding Signage Master Plan Delivered


All questions must be in writing and sent to John Pearson at [email protected] They will be answered on this website, under the FAQ tab. It is the responsibility of respondent to check back for any updates or Q&A.

All questions received will be answered here. The final date to submit questions is August 19, 2022.

Is there a list of how many firms were invited to provide proposals? What was the criteria to be invited?

There was a list of 10 firms who received direct invitations to submit a proposal for the Butte County Wayfinding Signage Master Plan. The list was developed by doing a web search for firms who specifically mention working on community signage master plans. Additionally, this is an open RFP and anybody who hears about or finds the RFP is welcome to submit a proposal. To ensure we had ample submissions, the invitation process was devised.

Can that list be shared?

At this time the list will not be shared. After proposals are submitted by the deadline, a final list of submitters will be shared on the Explore Butte County website.

If some fabrication / installation is expected in the $200,000, is there a not-to-exceed cost threshold you have in mind for the design and planning?

The initial research into this project by EBC resulted in a hope that there was the potential for $50-$75K that could be used for fabrication/installation. With that being stated, the initial research was some time ago and performed at a very topline level. The proposals developed for this very specific RFP will inform the reality of what it will cost for the plan with a realistic budget remainder for fabrication/installation.

Does the $200,000 that has been allocated by the Board of Supervisors for the wayfinding signage master plan also include the “hard costs” associated with fabricating and installing the first 1 or 2 priority phases of the signage master plan?

Please see response above.

The RFP mentions funding of $200,000. Is this solely for Design and Planning or are you anticipating some fabrication / installation being included in this total (Phase 2)?

Please see response to question above.

Does the scope of this RFP include identifying exact locations of every sign in the County and providing specific messaging for each sign? Or, is the scope to provide general criteria and a framework for the location and messaging of wayfinding signage, the details of which would then be refined by each jurisdiction at a later date?

The scope does not need to include a precise identification of sign locations within the county limits, rather conduct and provide a general and overall recommendation of wayfinding signage. Assessments should focus on target areas including gateways, downtowns, tourist points of interest, and recreation, with new visitors in mind. The scope as outlined is to recommend and advise on the following:

  • Review existing jurisdictional design standards and style guides for all areas within the county.

  • Recommend Wayfinding Signage types, design, and terminology (direction markers, street signs, gateway monuments, bikeway signs, boundary markers, designation of City limits).

  • Create basic design schematics to be prepared and presented, including sign types, sizes, shapes, fonts, heights, spacing, and style.

  • Recommend installation priority list for the project. Identify one or two projects that could be implemented in the unincorporated area of the county so that funds could be considered for that project.

  • Develop installation location recommendations with notes about code regulations, if accessible.

Our preference would be to ship our proposal via overnight service. Shipping companies will not deliver to P.O. boxes. Is there a street address that we could have our proposal shipped to, instead of mailing to the P.O. box provided in the RFP?

Yes. Explore Butte County, 326 Huss Lane, Ste 100, Chico, CA 95928. Attention: Wayfinding Signage.

What level of in-person public input is anticipated. Based on the geography of developing a regional program, do you envision this as a central location point for all meetings or do you anticipate multiple meetings throughout the County and different Municipalities.

A fair amount of public input is expected. The EBC team has been working to identify and notify those parties who may be interested. In-market meetings will likely be planned in each jurisdiction separately; EBC will work to coordinate space for these meetings.

How much of the meetings may be virtual?

It is expected that at a minimum, all community fact-finding meetings are held in person with the potential for hybrid participation for those in our community. Subsequent meetings can be presented virtually.

Are you interested in a comprehensive master plan, that considers additional wayfinding tools, such as digital wayfinding, interpretive information or placemaking landmarks (i.e. public art).

We are interested in the most comprehensive and thoughtful plan possible that considers all options and creative inspirations and honors the spirit of each region.