To: Dr. Beverly Brown, Community & Economic Development Committee Chairperson
From: Derek Bradshaw, Director
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RE: Approval of the Genesee County Legacy Trails: Marketing and Branding Consultant contract in the amount of $175,000.00
BOARD ACTION REQUESTED:
The Genesee County Metropolitan Planning Commission (GCMPC) is recommending approval of the Genesee County Legacy Trails Marketing and Branding Consultant contract with Destination by Design in the amount of $175,000 and for the Board Chairperson Dale K. Weighill to sign the contract. Staff is also requesting approval to create a purchase order for Destination by Design in the amount of $175,000 for this activity.
BACKGROUND:
The Genesee County Metropolitan Alliance approved a five-year strategic trails plan for Flint and Genesee County in March 2026. The Plan provides a clear framework to expand trail connectivity, strengthen partnerships, provide accessible travel, and accelerate the delivery of trail projects countywide.
The Genesee County Board of Commissioners accepted an award of $275,000 from the Charles Stewart Mott Foundation on January 28th, 2026. Funding this grant, (#2025-13792), was set aside specifically to be used to develop a branding and marketing strategy.
The Genesee County Board of Commissioners accepted an award of $3,500,000 from the Charles Stewart Mott Foundation on July 22nd, 2026. Funding from this grant (#2026-14808) was set aside specifically to be used towards the management of a consulting firm for marketing objectives, signage, mobile application development, and branding.
DISCUSSION:
To initiate the first year of the five-year Strategic Trails Plan, Genesee County Purchasing Department released a request for proposals to identify a qualified firm to develop the Legacy Trails system's marketing, branding, and wayfinding design. The request generated significant interest, with 14 proposals submitted from firms across the country. Following a competitive review process, three finalist firms were interviewed and Destination by Design was identified as the top scoring firm. Destination by Design has years of experience working with outdoor recreation related marketing, signage, branding, and web design and will best highlight Genesee County’s unique resources.
IMPACT ON HUMAN RESOURCES:
There will be no impact on human resources.
IMPACT ON BUDGET:
No General Funds will be used for this project. The project will be funded through the Charles Stewart Mott Foundation Grant #2025-13972 and Charles Stewart Mott Foundation Grant #2026-14808. A breakdown is listed below:
IMPACT ON FACILITIES:
There will be no impact on Genesee County facilities.
IMPACT ON TECHNOLOGY:
There is no impact on technology.
CONFORMITY TO COUNTY PRIORITIES:
A marketing and branding consultant for The Legacy Trails supports Genesee County’s goal of Healthy, Livable, and Safe communities by promoting active transportation and recreation which will help to increase quality of life for residents as well as improve talent attraction and retention in our communities.
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TO THE HONORABLE CHAIRPERSON AND MEMBERS OF THE GENESEE COUNTY BOARD OF COMMISSIONERS, GENESEE COUNTY, MICHIGAN
LADIES AND GENTLEMEN:
BE IT RESOLVED, by this Board of County Commissioners of Genesee County, Michigan, that the request by the Director of Planning to authorize entering into the Genesee County Legacy Trails Marketing and Branding Consultant contract with Destination by Design in the amount of $175,000, and to authorize a Purchase Order for Destination by Design, is approved (a copy of the memorandum request and supporting documentation being on file with the official records of the August 12, 2026 meeting of the Community and Economic Development Committee of this Board), the Chairperson of this Board is authorized to execute this contract on behalf of Genesee County.