santa clara county fairgrounds rfq · current flea market property on berryessa road is more...

Buy, Sell, Swap!

A Proposal to Createa Landmark Public Market

and Community Gathering Placein the Midst of

Greenbelt Open Space and ParklandSanta Clara County Fairgrounds RFQ

August 23, 2016

Glen WilliamsAsst. Development ManagerCounty of Santa ClaraOffice of the County Executive70 West Hedding Street, 11th FloorSan Jose, CA 95110

Dear Mr. Williams:

We're pleased to be considered for the opportunityto work with the County of Santa Clara to re-imagine, revitalize and reintroduce the Santa ClaraCounty Fairgrounds property to the county's 1.8million residents and the hundreds of thousands ofvisitors the county welcomes each year.

We've assembled what we believe to be anextraordinary team of local business leaders, witha full spectrum of capabilities and vast experienceworking in the public arena on projects of thisscope and scale. Equally important, we offer theunique flexibility to:

• Act as an end-user, creating and operating aunique, upscale, Old World European-style open-air market and community-gathering place calledPublic Market @ the Faire - on a 50-acre footprintwithin the larger fairgrounds property, or…

• Collaborate closely with the county as a masterdeveloper and operator of the entire property

Business concept

As mentioned above, the Public Market @ the Faireteam initially proposes transforming a 50-acreparcel at the Tully Road entrance to the fairgroundsproperty into a landmark public market andcommunity-gathering place.

Unlike the existing San Jose Flea Market, the PublicMarket @ the Faire will be modeled after the vibrant,upscale markets found across Europe and in manylarge Latin American or Asian cities. The bustlingmarketplace will be built around a colorful anddiverse farmer's market, honoring the county's richagricultural heritage and showcasing the widevariety of fruits and vegetables and other foodsproduced locally. The open-air market will havebroad appeal to residents and visitors - especiallythose who have been to similar markets whiletraveling. The Public Market @ the Faire will operate7 days a week, 365 days of the year.

The Public Market @ the Faire team will be happyto enter into a long-term ground lease agreementwith the county for the land and parking near theTully Road entrance, including the existing eventcenter structures on the fairgrounds site. In additionto operating the open-air public market, The FleaMarket (TFM), Inc. can draw upon its unmatchedexperience to facilitate community events includingthe annual Santa Clara County Fair and othercultural or community gatherings - should the countyso desire.

If the county prefers to work with a masteroperator/developer for the entire Santa ClaraCounty fairgrounds, the Public Market @ the Faireteam has the expertise and experience to serve inthis role - developing and managing the conceptenvisioned in the preliminary site diagram by theSWA Group. This could include operating the open-air Public Market, managing the annual county fairand other designated events, creating and operatingrecreational playing fields for local soccer, littleleague or softball teams, constructing playgrounds,and overseeing an open-space greenbelt for thecommunity to enjoy.

Our first choice is to enter into an agreement asan end-user and business operator running theopen-air market and managing special events heldat the fairgrounds, but we are totally capable ofacting as a master operator/developer, if preferred.

Team members

The Public Market @ the Faire team offers the countyan impressive list of qualifications and credentials,which are detailed in our RFQ submittal. Teammembers include:

• TFM, Inc.Experienced operator of not only the San JoseFlea Market, but also Bay 101 Casino and othersuccessful local private businesses - as well asmaster real estate developer with substantialholdings within Santa Clara County

Transmittal letter • August 15, 2016

• Borelli Investment CompanySuccessful Northern California real estatedeveloper/project manager and broker

• Kenneth Rodrigues & PartnersAward-winning architect

• The Schoennauer CompanyKnowledgeable land-use consultant and lobbyist

• HMH EngineersExpert civil engineering and land-use consultant

• NorthMarq CapitalCapital advisor and private financing specialist

Once again, we are excited to have an opportunityto work with you on the Santa Clara CountyFairgrounds project in whatever capacity youchoose.

Please contact me, Ralph Borelli, directly at(408) 521-7117 or email [email protected] you have any questions about our proposalor need additional information.

Thank you very much.

Sincerely,

Ralph BorelliChairmanBorelli Investment Co.

Exhibits • Resumes

Buy, Sell, Swap!

Brian BumbOwnerSan Jose Flea Market

Contents

Page

Introduction.........................................................one

Concept and Approach ......................................................two

• Creating a World-Class Public Market• Managing Special Events Hosted at the Fairgrounds• Acting as a Master Operator/Developer• Adhering to the County’s Guiding Principles• Coming Together in the Valley of Hearts’ Delight

Unmatched Development and Operational Experience.......five

The Public Market @ the Faire Team:• TFM, Inc.• Borelli Investment Company• Kenneth Rodrigues and Partners• The Schoennaur Company• HMH Engineers• NorthMarq Capital• References

Organization and Staffing .................................................twelve

• Key Individuals and Team Members• Santa Clara County’s Management Role

Financial Capability and Commitments ..............................fourteen

Revitalization of a Precious Jewel......................................fifteen

Exhibits ...........................................................................sixteen

• Fairgrounds plan• TFM, Inc. resumes

Introduction

Creating a Landmark Public Market andCommunity-Gathering Place in the Midstof Greenbelt Open Space and Parkland

The County of Santa Clara is justifiably proud ofits distinction as a modern-day cultural melting pot.Situated at the southern end of San Francisco Bay,the county's burgeoning population of 1.8 million—accounting for approximately one-fourth of theBay Area's total—consists of a rich mix of ethnicand cultural diversity, with residents speaking morethan 100 languages and dialects.

When one looks across this nation, most of ourlarge metropolitan areas have grand gatheringplaces that mix active and passive uses for theircommunities: New York City’s Central Park, GrantPark in Chicago, Balboa Park in San Diego, andof course, our neighbor to the north’s popularGolden Gate Park.

The re-imagination of the Santa Clara Countyfairgrounds property represents a golden opportunityto create just such a place in San Jose—somewhereour diverse mix of residents and visitors can meetand mingle, spend an hour or a day, and trulyenjoy our unique location here in sunny SantaClara County.

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Buy, Sell, Swap!

Concept and Approach

We have assembled a team of leadingbusinesses to submit our proposal forwhat we are calling the Public Market@ the Faire.

Our team fully shares the vision of the County ofSanta Clara to use the existing fairgrounds site tocreate a vibrant, signature, community-gatheringplace that will serve as “a regional destinationcomprised of high-quality active and passiverecreational opportunities for families of and visitorsto Santa Clara County.”

The team we’ve brought together for this proposalincludes a highly experienced business operatorand real estate developer with more than a half-century of experience managing an outdoor market,special events, entertainment, and other businesses;an experienced real estate developer/projectmanager and broker; an award-winningarchitectural firm; civil engineering and landconsultants with specific expertise working withpublic agencies and governmental bodies; and amajor provider of private financing that we’verecently worked with in the closing of a $100million credit facility in financing Bay 101Technology Place (home of a mixed-use developmentanchored by the new Bay 101 Casino) andadditional credit facilities for Market Park San Jose- one of the largest planned, mixed-use projects inSan Jose’s history.

Together, this team has the qualifications andexperience to successfully plan, design, develop,and manage the entire process.

Our group will be referred toin this document as the

Public Market @ the Faire team.

Creating a World-Class Public Market

The first choice of the Public Market @ the Faireteam would be to act as an end-user, the operatorof a world-class, open-air public market situatedon approximately 50 acres immediately south ofthe Tully Road/Monterey Road intersection in thecurrent Santa Clara County fairgrounds parcel.This gateway site would encompass the existingevent center - the area that includes the six existingpermanent fairgrounds buildings. Working closelytogether, it’s proposed that the county and teamdevise a plan to renovate the existing event center,consisting of the pavilion and exposition halls andother buildings on the site - to use them for thePublic Market as well as for various events hostedat the fairgrounds. Additionally, site work will benecessary to update the property with landscaping,parking, and so on. Team lead, The Flea Market,Inc. (TFM), is prepared to invest private capital toimprove the permanent structures and other featuresthat fall within the Public Market’s proposed footprint.

While the San Jose Flea Market operated by TFM,Inc. has been highly successful - attracting anestimated 150 million visitors and serving as anincubator for as many as 7,000 to 8,000 smallbusinesses over its 57 years in operation - theteam’s concept for the Public Market @ the Faireis a significant departure from its successful formulaon Berryessa Road.

The Public Market @ the Faire will be modeledafter the grand, open-air markets found in majormetropolitan areas across Europe, in Central andSouth America and throughout Asia: Mercado deLa Boqueria in Barcelona. Camden Market, London.Temple Street in Hong Kong. Chichicastenango inGuatemala. The Grand Bazaar in Istanbul. Thesemarkets are not merely places to shop for freshproduce, other food items, household goods,jewelry, and more. They serve as cultural crossroads- bringing residents and visitors together in aswirling, smiling energetic mass of humanity.

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The team’s concept for the Public Market @ theFaire would welcome a variety of vendors including:

• A bountiful farmer’s market showcasing theendless harvest of riches that Santa Clara Countyfarmers produce

• Wines from Santa Clara Valley vintners• The latest releases from local craft brewers• Food and drink vendors• Sellers of arts & crafts, antiques, jewelry,

household items, and specialties• Children’s rides and activities• A central entertainment stage

The Public Market would not just operate on theweekends. It could be open 365 days of the year,helping to establish it as a true landmark destination- a must-see for visitors and a place that residentswill return to, again and again.

Managing Special Events Hostedat the Fairgrounds

In addition, the team is prepared to work with thecounty to host the variety of other events currentlyheld at the fairgrounds site. These include:

• Santa Clara County Fair• Farmers’ market• California Trolley Railroad Corp.• Return of the Dinosaurs• Vietnamese Tet Festival• Cinco de Mayo• Santa Clara Valley Kennel Club• Home and Garden Show• January trade show

The team is fully prepared to manage these andother events as directed by the county. Alternatively,if the county wishes to continue to manage theseevents itself, the team would be fine with thatarrangement as well.

Should you elect to have TFM manage the specialevents hosted at the Santa Clara County fairgrounds,you would benefit from our vast amount ofexperience creating, promoting, advertising,organizing, and hosting special events at theexisting San Jose Flea Market.

A sampling of these include:• Children’s Summer Funfest• Crafter’s Spring Boutique and Holiday Faire• Vintage San Jose Rocks & Rolls• San Jose Amateur Singing Contest• San Jose Chili Cookoff• Oktoberfest• Radio Disney Live• Cinco de Mayo• Many, many more

With the extension of BART into San Jose and theconstruction of the Berryessa BART station, thecurrent Flea Market property on Berryessa Roadis more suitable for dense urban development.Thus, development opportunities are continuallybeing proposed for the land on which the FleaMarket sits.

Locating the Public Market @ the Faire on the 50-acre parcel at the Tully Road entrance to the SantaClara County fairgrounds property represents anincredible opportunity for TFM to leverage its uniquebusiness experience to create a grand Public Marketand community-gathering place unlike anythingthat exists in California. This will become the Countyof Santa Clara’s landmark cultural hub, a placewhere people of all national heritages andethnicities…of every race, color and creed…and every income level can come together asone and celebrate the unique life we live in theSanta Clara County.

Acting as a Master Operator/Developer

While the Public Market @ the Faire is at the heartof our proposal and is our preferred focus withinthis RFQ, the Public Market team is flexible andhas the experience to act as masteroperator/developer for the entire 150-acrefairgrounds property - collaborating with otherlessees responsible for the athletic fields or open-space elements of the county’s vision as depictedin the preliminary site diagram created by the SWAGroup. A major revenue source for TFM is parking- so a parking management plan would be arequirement should a joint partnership be desired.However, this flexibility offers the county significantadvantages in dealing with a single operator thatit may find to be highly advantageous.

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The following diagram depicts how such a jointpartnership might be structured:

Adhering to the County’s Guiding Principles

The Public Market @ the Faire team fully understandsthe county’s guiding principles, especially as theyapply to a project involving a property of thishistorical significance and intrinsic community value.We are also thoroughly familiar with the publicreview process thanks to our work on many localprojects that have gone through similar stepsrequired for approval. As such, we are ready towork in close collaboration with the county indeveloping and obtaining the necessary approvalsfor this project.

• Transparency—We will support the county byproviding needed visuals, informational materialsand the presence of team members as theproposal is presented in public hearings and atmeetings of stakeholders.

• Inclusion—We invite all community members toprovide input into the process as variousalternatives are considered for the Santa ClaraCounty fairgrounds property. We expect thePublic Market to be a celebration of the diversecultures within our community.

• Heritage—Our proposed open-air Public Marketwill provide a direct link to the county’s history,traditions and agricultural heritage through thefarmer’s market and the many local artisans thatwill be involved, reminding younger generationsof what the county was like before taking itsplace as a global center for technologicalinnovation.

• Community—First and foremost, the Public Marketwill serve Santa Clara County as a communityand cultural hub - the grand gathering place thathas been missing as the county has developedrapidly over recent decades.

• Economic Growth—With 60 acres devoted toopen space and passive community uses inaddition to popular active uses such as shoppingin an open-air market, attending a baseballgame, playing soccer, or enjoying an outdoorconcert, the fairgrounds property will serve asan area of peace and tranquility in the midst ofthe county’s growth. In addition, the Public Marketwill continue to serve as an ideal incubator ofthe small businesses that market their wareswithin the stalls.

• Maximization—Should the Public Market teambe selected as master operator/developer, wewill work closely with the county to ensure thata proper balance can be established betweenusing the land to provide low-cost active andpassive uses that are affordable to all residentsand visitors, and ensuring that the uses providerevenue streams that can help the county (or itsdesignated operator) maintain the open spaceand playgrounds and possibly generateadditional revenue for other county programs.

• Open Space and Recreation—The master-plannedsite can easily accommodate the open spaceand recreational playing fields envisioned in thecounty’s preliminary site diagram created bySWA.

• Long Horizon—The Public Market team is quitesatisfied to enter into a long-term ground leasewith the county for the creation and operationof the grand open-air market and community-gathering place, and does not contemplate anydifficulties associated with the county’s desirenot to sell the property, but instead to retainownership and control to provide options forfuture generations.

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Lessor

Public Market —Athletics & Open Space

Joint Master Lessee

Public MarketOperations

Sub-lessee—Public Market

—Farmers Market—County Fair

Other CommunityEvents

Athletics andOpen Space

Sub-lessee—Stadium Events

—Active recreationBaseballSoccer

Sport Leagues


Coming Together in the Heartof Santa Clara County

As mentioned above, our Public Market @ the Faireteam is open to collaborating with the county asmaster operator/developer to realize its grandvision for the Santa Clara County fairgrounds site.

We believe that the concept as outlined in thepreviously referenced preliminary site diagram isappropriate and achievable. The result will be aunique community-gathering place in the heart ofSanta Clara County.

• Start with a vibrant, colorful, open-air marketplace• Mix in a multicultural hub where people of every

background and ethnicity can meet and mingle• Offer much-needed play spaces filled with

participants of all ages enjoying soccer or softball• Create playgrounds where the little ones can

laugh and play while their parents enjoy thecounty’s sunny weather and the company offriends

• Ensure that there’s ample open space - an invitinggreenbelt that offers peace and relaxation topeople who spend so much of their time caughtup in Silicon Valley’s accelerated businessenvironment

• Connect it all with a meandering, tree-linedesplanade.

The result will be the realization of anextraordinary space that can serve as apriceless oasis near the center of ournation’s tenth largest city.

The property can easily sustain a mix of active andpassive uses, and our team is prepared to work intandem with other users to make this vision a reality.

Our focus, as described in previous sections, willbe to accomplish a major refresh of the currentfairground property’s event center. The precisescope of this revitalization can be determined indiscussions with the county to ensure that allobjectives are met.

foto

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Unmatched Development and Operational Experience

The Public Market @ the Faire’s team bringsmore than a half century of experience inland development, property management,operations of an open-air market, andmanagement of special events to thechallenge of reimagining the Santa ClaraCounty fairgrounds property.

The Flea Market, Inc.—

Taking the lead in this project will be the FleaMarket, Inc. (TFM). TFM is a family affair led byBrian, Thomas and Theresa Bumb, in addition toPat DeTar and Loren Vaccarezza as principals.Rich Alvari serves as marketing manager for allTFM enterprises.

The San Jose Flea Market opened in the heart ofSan Jose in 1959. Since then, we have grown tooccupy more than 120 acres, host upwards of50,000 visitors a week—or as many as 3 millionvisitors annually—who browse and buy fromapproximately 1,000 vendors occupying morethan 2,000 spaces. The San Jose Flea Market isworld-famous for its quarter-mile-long Farmer’s Row,which features fruit and vegetables from local andworldwide locations. It is also known for its deliciousfood, available from 10 snack bars and 25 smaller,satellite food concession stands. To ensure that thisoperation runs smoothly, TFM relies on its 400 full- and part-time employees. The Flea Market hasalso distinguished itself as an incubator of sorts forthousands of small businesses that prove theirconcepts and succeed as start-ups supported withinthe market’s unique environment.

While the concept for the Public Market @ the Faireis to create a dramatically different, upscale, OldWorld-style, open-air marketplace targeted todemographics unlike those at the current San JoseFlea Market, the operating principles will beremarkably similar. The experience and capabilitiesacquired and honed over decades of businessexperience will be immediately transferable. Thismakes TFM uniquely qualified to build and managethe Public Market.

In fact, as briefly referenced above, the timingcouldn’t be more ideal. For the past dozen years,

TFM has been working closely with Borelli InvestmentCompany - development consultants and brokersthat are part of the Public Market @ the Faire team- as well as other consultants to begin developingthe existing site of our long-time Flea Market.Construction is now underway on Market Park SanJose, which in two years will include 1,000residential units, 140,000 square feet of retail andnearly eight acres of city parks in the North Villageof the mixed-use community. We’re excited aboutthe prospect of getting involved in a completelynew venture at the Santa Clara County fairgroundsand creating a Public Market unlike anything onthe West Coast.

Since opening the Flea Market in 1959, TFM hasbecome experts in crowd control and the intricaciesinvolved in hosting and managing large-scale, day-long events. We have created an infrastructure thatmakes our operations virtually self-sufficient,supported by our own electrical grid includingback-up generators, so that our operations neverlose power.

TFM hires, trains, and manages a workforceconsisting of hundreds of skilled employees. Wehave a crew that maintains and repairs anythingand everything on the site: an asphalt crew,plumbers, mechanics, painters, electricians,landscapers, and janitors. These professionals andtheir ability to keep our current marketplace spotlesslyclean and family-friendly are the reason why somany people return again and again to our safe,fun and fascinating marketplace.

Finally, we know how to recruit and support theeclectic group of entrepreneurs, artisans and othersmall businesses that serve as the engine drivingour successful market. These vendors are thebackbone of our business! We intend to apply ourunique formula - recalibrated for the upscale, OldWorld atmosphere we intend to embrace - to thePublic Market @ the Faire, which will ensure aterrific experience for our guests and long-termsuccess for TFM, Inc. and the County of SantaClara.

One of the extraordinary capabilities we havedeveloped and refined, particularly over the pasttwo decades, is our expertise in hosting specialevents in an open-air market environment. Overthe years, we’ve presented hundreds of events. Forsome, we created them from scratch in addition tohosting and managing the events. On others, wepartnered with community groups such as clubs orcharities interested in fundraisers - collaborating

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closely to ensure that each event achieved theirobjectives. And in some instances, we simply hostedand assisted an outside group that was looking fora great place to host an event. TFM’s experienceinteracting with a broad spectrum of partners toproduce events could prove invaluable in meetingthe county’s goal of continuing to host events inthe fairground’s event center area.

Following is a list of some of the events we havecreated, promoted, advertised, organized,and hosted:

• Children’s Summer Funfest• Homemade Salsa Festival• Crafter’s Holiday Faire• Crafter’s Spring Boutique• Vintage San Jose Rocks & Rolls• Summer Brewfest & Classic Car Show• Summer Countryfest• San Jose Amateur Singing Contest• San Jose Chili Cookoff• Oktoberfest

Events TFM partnered with another groupor organization and hosted:

• The Open Air Community Health Fair• Hot San Jose Nights Swap Meet• Radio Disney LIVE• Cinco de Mayo• Fiestas Patrias• Dia Del Niño• Family Pet Festival• Big Air Dogs featuring The Splash Dogs• Cartoon Network Move It Movement Tour

Events TFM assisted an outside groupor organization in hosting:

• Street Cup Soccer Challenge• Hoop There It Is Basketball Tournament• Blvd. Bombs Show ‘n Shine Fundraiser Car Show• Feria de Salud (American Diabetes Association Health Fair)• Soccer In Slow Motion American Panna & Freestyle Tournament

Bay 101 Casino—

Other private businesses owned and operated bythe Bumb family provide additional experience thatcan be applied in operating and managing thePublic Market and event center activities at theSanta Clara County fairgrounds. Starting as apopular San Jose card club, Bay 101 emerged asone of the finest clubs on the West Coast with theopening of a new location on Bering Drive in 1994.Today, Bay 101 Casino operates in a 72,000 sq.ft. facility 24 hours a day, 7 days a week. It features49 gaming tables, a sports bar and restaurant, adeli, and beauty salon.

Bay 101 Casino will undergo yet anothertransformation in the summer of 2017 when itopens in a spectacular two-story venue across Hwy101 on North 1st Street. Guests will enjoy a widevariety of table games and daily tournaments in asmoke-free, well-lighted, ultra-comfortableenvironment. A new restaurant offering fine diningfor casino patrons will be part of the new venueas well.

The experience TFM has amassed operating anentertainment enterprise that includes dining optionswill be another asset in TFM’s creation and operationof the Public Market @ the Faire.

Real estate development and propertymanagement—

In addition to the San Jose Flea Market and Bay101 Casino, TFM has a vast amount of experienceas a master developer of major projects in SantaClara County.

• TFM is working closely with Borelli InvestmentCompany in developing Bay 101 TechnologyPlace, a multi-use, high-rise development that willbe the home of the new Bay 101 Casino. Bay101 Technology Place will be offer residents andvisitors alike a place to work, relax and play.The development will include 242,000 sq. ft. ofoutstanding, Class A office space in a prestigiousheadquarters-style tower; an 8-level parkingstructure with 1,325 spaces; a 7-story EmbassySuites by Hilton hotel, with 174 rooms and awhite-linen style restaurant; and another 10-story,240-room business-class hotel planned for afuture phase.

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• Market Park San Jose is a sweeping, transit-oriented development envisioned on the San JoseFlea Market property adjacent to the soon-to-open Berryessa BART station. When fullydeveloped, Market Park San Jose will include upto 2,800 residential units, five 10- to 12-storyoffice buildings with as much as two million sq.ft. of space, extensive shopping, and a selectionof restaurants - as well as playgrounds and openspace to offer urban families a complete lifestylewith a direct connection to BART and VTA busservice.

• The Bumb family’s purchase of the San JoseAirport Garden Hotel four years ago is anotherexample of how TFM continually grows itsexperience in development, construction andproperty management. Set on 17 acres at 1740North 1st Street, the 500-room hotel offered moreinventory than most centrally located hotels, andalso provided a full food and beveragesoperations, hospitality services, event centeroperations, and more. Hotel manager, VijayBhatia, was retained by TFM following theacquisition due to his specialized propertymanagement expertise.

Although the hotel has been demolished to makeway for TFM’s mixed-use Bay 101 TechnologyPlace development, skills such as those possessedby Bhatia will be successfully leveraged as part ofthe Public Market’s operation - especially to runthe anticipated special events that will be hostedat the fairgrounds going forward.

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Market Park - South Side

Bay 101 Technology Place

Borelli Investment Company—

Working as an integral part of the Public Market@ the Faire team is Borelli Investment Company.From Silicon Valley to the Central Valley, BorelliInvestment Company is a name that’s synonymouswith the highest level of professionalism and thewidest array of capabilities and services incommercial real estate. The firm’s expertise in landdevelopment, commercial brokerage, propertymanagement, and financial consulting perfectlycomplements TFM’s strengths - and the twocompanies are currently working together on anumber of prominent projects in the county includingMarket Park San Jose and Bay 101 TechnologyPlace.

Borelli Investment Company’s seasoned professionalsprovide property owners, investors, and tenantswith high-quality commercial real estate servicesthat include development, sales, leasing, propertymanagement, syndication, and consulting - drawingupon more than 65 years of experience. We knowthe markets we serve, apply this local knowledgeto help develop projects that are well suited to meetcommunity needs, and are thoroughly familiar withthe process of working with public entities andsuccessfully guiding projects through public commentperiods and the multiple steps in the approvalprocess.

Our goal with each project we undertake is tocreate something that will be a positive additionto the communities we serve. That’s why we’re soexcited to be part of this effort to create a reimaginedcommunity-gathering place on this wonderful parcelof land in the heart of Santa Clara County, whichwill be an indispensable asset for generations ofresidents as well as visitors.

Kenneth Rodrigues & Partners—

For more than 30 years, Kenneth Rodrigues &Partners, Inc. (KRP) has planned and designedsome of Silicon Valley’s most important projects.These range from large corporate campusheadquarters for the Mercedes Benz Design Group,LinkedIn, Google, and Stanford University to small,urban infill buildings in downtown Palo Alto,Mountain View and San Jose. KRP has designedmore than two dozen award-winning, mixed-useplanning and design projects including:

• Skyport Center, a 48-acre office, housing andretail project in San Jose

• Main Street, a new 17-acre downtown forCupertino that includes office, hotel, retail, anda town square

• Sunnyvale Town Center, a $250 million dollar,multi-use, urban infill project designed to energizeSunnyvale’s old historic downtown.

These projects all respond to their surroundingcontext with pedestrian-oriented planning and place-making for the public.

Located in Mountain View, KRP’s team includes adozen planners and architects on staff, who havemany years of experience and the skills necessaryto collaborate with the county to accomplish bothsmall- and large-scale projects located throughoutthe Bay Area.

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HMH Engineers—

For over 40 years, HMH has been a leader in bothprivate and public sustainable projects throughoutthe Bay Area and California. Led by industryveterans, our services include land-use entitlement,land planning, landscape architecture, landsurveying, stormwater compliance, and civilengineering.

With a collaborative and comprehensive multi-disciplinary approach to multi-level project sizes,HMH consistently works closely with clients toprovide only the highest level of professional servicesneeded for project success while developing creativeand experienced solutions. HMH has completedmany significant projects in Santa Clara Countyincluding single-family residential, multi-familyresidential, mixed-use residential, affordableresidential, retail centers,commercial/industrial/office parks, urbaninfill/market-ready renovations, and transit-orienteddevelopments.

Notable projects include:

• Market Park San Jose (The San Jose Flea Market transit village)• Communications Hill• Ohlone transit-oriented development• Villas on the Boulevard mixed-use development

Other significant regional projects include the SantaClara BART extension, Coyote Valley ResearchPark, Valley Fair Mall expansion, and numeroushighway and local infrastructure improvements.HMH builds on success by continuing to provideexceptional service, quality and a firm commitmentto clients.

The Schoennauer Company—

Erik Schoennauer of the Schoennauer Companybrings extensive local land use entitlement andproject permitting experience to the team. Togetherwith his dad, Gary, the two company principalshave a combined 86 years of experience in land-use policy and permitting in San Jose and SantaClara County. This has provided the firm with athorough understanding of the cooperation requiredto obtain the necessary approvals and streamlinethe process of completing major public projects.The Schoennauer Company’s role on the PublicMarket team will be to coordinate any neededland-use permitting and environmental clearancefrom the county and/or the City of San Jose.

NorthMarq Capital—

NorthMarq Capital is the largest privately heldcommercial real estate financial intermediary inthe U.S. The company provides debt, equity andcommercial loan servicing through 36 offices acrossnationwide.

The Public Market @ the Faire’s NorthMarq team- led by Jeffrey Haskell, Managing Director, andNate Prouty, Senior Director - represents a combined45 years of institutional commercial real estateadvisory experience with over $10 billion in realizedtransactions. In addition to NorthMarq SF’s primaryconcentration in California real estate finance, theentire NorthMarq platform brings a significant trackrecord in the national market and an unsurpassedability to finance large, institutional-caliber projectsfor clients through long-standing capital partnerrelationships.

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We are pleased to submit three individualswho can attest to our capabilities,experience, integrity, and trust in beingable to make our vision for the SantaClara County fairgrounds into a reality.

Please contact Rich Alvari, TFM Marketing Managerand Director of Sales and Special Events, if youhave any questions — rich @sjfm.com or call408.501.4224.

Case SwensonPresidentBarry Swenson Builder777 N. 1st St., 5th FloorSan Jose, CA [email protected]

John HeberdenDistrict ManagerAramark Sports & Entertainment525 W. Santa Clara St.San Jose, CA 95113 [email protected] cell

Paul Hepfer, M.S.Vice President of ProgramsThe Health Trust3180 Newberry Dr., Suite 200San Jose, CA [email protected]

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Should we be selected to work with the County ofSanta Clara as either the developer/operator ofthe Public Market @ the Faire - including a renovatedand refreshed fairgrounds event center - or asmaster developer/operator of the county’s grandvision for the fairgrounds property, we will createan entity under the name, Public Market @ theFaire, Inc.

To contact us, please use the current address andcontact information for TFM, Inc., 1590 BerryessaRoad, San Jose, CA 95133. Primary contact forTFM as noted in the previous section is Rich Alvari- rich @sjfm.com, 408.501.4224.

Key individuals - The project leads will primarilybe the executives at TFM, Inc.• Brian Bumb, General Manager• Rich Alvari, Marketing and Public Relations

Manager and Director of Sales and SpecialEvents

• Pat DeTar, Customer Service, Vendor Relationsand Security Manager

• Thomas Bumb, Vendor Liaison and SecurityManager

• Theresa Bumb Navarro, Marketing, Social MediaCoordinator and Operations Manager

Working with the above will be the followingteam members:

• Ted Palsgrove, Security - In any open-air publicmarket, security will be a priority. Ted is anexperienced security professional employed byTFM who will build the dedicated and highlyskilled staff necessary to ensure the safety of theindividuals and families who visit the PublicMarket @ the Faire.

• Jose Leyva, Seller Relations - Jose spearheadsour ambitious vendor outreach program and willtake the lead in greatly expanding the rich varietyof merchants who become part of the upscalemarket planned for the fairgrounds. From farmers,orchardists and premier Valley winemakers toartisans and craftspeople of every description,the sellers Jose and his team recruit will providePublic Market @ the Faire its distinctive characterand enable it to take its place among the grandopen-air markets around the world.

Beyond the above-listed staff positions, TFM is wellprepared to build the team required to successfullyoperate a public market seven days a week. Thiswill include personnel in such essential areas asfood, parking/admission, cleanup/maintenance,customer relations, administrative services, and

more. As mentioned earlier in this proposal, TFMcurrently recruits, trains, manages, and incentivizesa staff that includes nearly 400 full- and part-timeemployees. As operations wind down at the SanJose Flea Market, TFM’s executives and our well-trained, knowledgeable team will be able to transferthis expertise and experience to the Public Market@ the Faire.

Because our plan is to operate the upscale PublicMarket seven days a week, unlike the more limitedoperating schedule at the current Flea Market, weanticipate needing to hire additional employees tosupport the broader operations. This will provideadded benefits to the community and surroundingneighborhoods, as more people are able to takeadvantage of the employment opportunities. Thiswould obviously be magnified significantly shouldyou opt to work with us as master developer andoperator of the entire site - depending upon whatother users bring to the operation.

In addition to the listed individuals from TFM, RalphBorelli, chairman of Borelli Investment Company,will also serve as a key contact on all matterspertaining to development and land-use entitlements.Ralph, whose father, Nelo, founded BorelliInvestment Company in 1955, has been with thefirm for four decades. He’s an innovative and highlysuccessful land developer, real estate syndicatorand commercial real estate broker who has beeninvolved with many landmark developmentundertakings, and will be a valuable contributorin moving the project through the complex approvaland construction process.

During his career, Ralph has closed more than 30major transactions totaling over 2,000 acres ofland and enabling the construction of 8,300 homes,as well as retail and hospitality developments. Hehas also organized more than 35 syndicated realestate partnerships, building a portfolio of overfour million square feet, valued in excess of $800million in assets under management. Ralph hasbeen named investment broker of the year, landbroker of the year, and power broker byorganizations as diverse as the Association ofSilicon Valley Brokers, Silicon Valley BusinessJournal, and CoStar Realty Information, Inc. Ralph’scontact information is: [email protected] o408.521.7117.

A preliminary organization chart follows. Resumésfor all of our key individuals are attached to thisRFQ response.

Organization & Staffing

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TFM, Inc. Management Roles— County’s Management Role—

In defining the county’s optimal management roleand relationships with business operators and theentities that will be involved in the developmentprocess, we once again present the followingdiagram to illustrate how we suggest the lines ofauthority could be drawn.

We envision working with the county to completea lease agreement either for the Public Marketalone, or for serving as the operator/developer ofthe Public Market and master operator/developerfor the broader uses envisioned at the Santa ClaraCounty fairgrounds site. In the latter instance, countypersonnel would need to execute joint master leasesfor the public market and the athletics and openspace uses - with sub-leases for the specificoperations of the Public Market and the range ofathletics uses envisioned. The Public Market @ theFaire team would play a critical role in overseeingthe efforts by the various users during developmentand once all the users have commenced operations.

Organization & Staffing

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Lessor

Public Market —Athletics & Open Space

Joint Master Lessee

Public MarketOperations

Sub-lessee—Public Market

—Farmers Market—County Fair

Other CommunityEvents

Athletics andOpen Space

Sub-lessee—Stadium Events

—Active recreationBaseballSoccer

Sport Leagues

Rich Alvari—Marketing & PR

—Manager & DirectorSales & Special Events

Brian BumbGeneral Manager

ADMINISTRATION SELLERRELATIONS

CUSTOMERRELATIONSFOOD

MAINTENANCE SECURITY

PARKING ADMISSION

Pat DeTar—Customer Service—Vendor Relations—Security Manager

Thomas Bumb—Vendor Liason

—Security Manager

Theresa BumbNavarro—Marketing

—Social Media—Operations Mgr

TFM oversees a multi-million-dollar operation throughits multiple private businesses and significant realestate holdings. TFM has proven its ability to handleenormous development efforts, spearheadingprojects such as Bay 101 Technology Place (fundedby more than $100 million in loans) and the MarketPark San Jose transit-oriented, mixed-use communityin the Berryessa area of San Jose, which willultimately be made possible with the help ofapproximately $3 billion in funding.

The Public Market @ the Faire entity expects to beable to secure the financing required to fund theplanned improvements at the Public Market, aswell as to pay a market-rate lease for the desired50 acres of land. We will be happy to provide acomprehensive business and financial plan as partof the next round of your review process - theRequest for Proposals (RFP).

Financial Capacity and Commitments—

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While the site doesn’t look like it now,the Santa Clara County fairgroundsis a precious jewel in the heart of oneof the most dynamic business centersin the country.

Silicon Valley’s reputation as a leader in technologyand innovation is known worldwide. People movehere to work for one of the many famous companiesthat have been born in Santa Clara County, or topursue their dreams of entrepreneurship in hopesof creating the next Apple, Facebook or Google.And tourists from every corner of the globe visitSanta Clara County to witness the cradle of 21stcentury innovation first-hand.

A complete makeover of the historical fairgroundssite would result in a revitalization and re-energizingof what has been a tired, but still very valuableasset for the county and a vital resource for currentcommunity users.

As we’ve noted multiple times, the Public Marketwill be a destination community-gathering placethat residents from all over the county and visitorsfrom around the world will want to experience. Itwill be highly accessible and affordable and canbe expected to appeal to and reflect the amazingdiversity of the Santa Clara County community.

The revitalized fairgrounds property will be idealto continue hosting the myriad of events that currentlytake place there. Under our proposal, the countywould retain the flexibility to continue to managethese itself or turn to TFM, Inc. to leverage its broadevent management experience - or somecombination of the two. TFM would also be happyto use its community connections to attract additionalevents to the fairgrounds, such as health andwellness fairs, job fairs, and more.

Tax revenues from both the Public Market and theathletic uses of the larger site will provide a reliablerevenue stream flowing into the county’s coffers.This money can be used to help fund projects suchas the building of children’s playgrounds, picnicsites in the greenbelt open space, or even createan outdoor concert amphitheater - which, in turn,would become another source of revenue for thecounty.

The Public Market @ the Faire team is delighted tohave the opportunity to present to the County ofSanta Clara our unique qualifications for this project,and we look forward to being a part of the RFPprocess in the coming months.

Revitalization of a Precious Jewel

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Exhibits • Preliminary Plan

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Fairgrounds preliminary area plan

Brian BumbGeneral Manager

EXPERIENCE

First Street Holdings2014 - PresentCo-Owner

• Property Development Company

• Oversaw an old hotel site redeveloped into amixed use urban development, including a casino,an office building, and two hotels.

The Flea Market, Inc.Oct 1975 - PresentOwner & Operator

• Began as a full time employee in 1978

• In 1985 promoted to chief operator

• In 2000 worked with the city, VTA, and thecommunity to create a redevelopment plan toconvert 120 acres into a mixed use transit villageat the Berryessa BART station.

• Engaged Calthorpe Associates to design andentitle the project.

AWARDS

• Awarded “Community Leadership Award”by the San Jose Silicon Valley Chamber ofCommerce, 2010

• Awarded “Health Champion” by the Health Trust,2015


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Rich AlvariDirector of Marketing, Public Relations,Sales & Special Events

EXPERIENCE

The Flea Market, Inc.Oct 1995 - PresentMarketing Manager, Director of Sales,Public Relations & Special Events

Responsible for an annual Marketing Budget ofapproximately $500,000, promoting one of thelargest, most successful outdoor shopping venuesin the U.S.

Create, Design, Promote and Host large Family-Friendly Festivals and Special Events, attractingthousands of new customers to the Market.

Cultivate excellent relationships with vendors, eventsponsors and media partners at the local, state,and sometimes national levels.

Collaborate with Television and Radio productionteams to create effective Television and Radiocommercials promoting the Market, and our events.

Assist Owners with their Philanthropic endeavors.

Work with Graphic Design Team to create colorful,customized print ads, billboards, on-site signage,billboards, VTA Bus ads, etc.

Manage all Radio and Television Ad schedules,both General Market and Hispanic Market stations.

Farm Fresh, LLCSept 1997 - Dec 2014Partner, VP Marketing and Media Services,Managing Editor- Fresh Ideas Magazine

Syndicated a popular Radio and Televisionpersonality locally and in other major marketsaround the U.S.

For 16 years, served as Managing Editor of FRESHIDEAS Magazine-Newsletter, distributed free toConsumers via more than 1,500 Safeway ownedand Operated Stores in The U.S.

Assisted Safeway Corporate Produce team withFRESH IDEAS ad sales, working with more than100 advertising clients, and generating up to$2,600,000 in ad sales annually.

Bay 101 CasinoApril 2007 - PresentMarketing & Public Relations Director

Responsible for implementing an annual MarketingBudget of approximately $720,000, promotingone of the most successful card rooms in California.

Work with Graphic Design Team to create colorful,customized print ads, billboards, on-site signage,billboards, VTA Bus ads, etc.

Collaborated with Social Media Team with socialmedia accounts to promote the brand.

Collaborated with website development team tocreate a mobile optimized website, fully functionalon desktop and laptop computers, tablets and smartphones.

Utilized Google Analytics to gather and trackwebsite metrics

EDUCATION

Gonzaga University, Spokane, WA—M.A.Cal Poly State University, San Luis Obispo—B.S.


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Patrick DetarCustomer Service, Vendor Relations, Security Mgr

Patrick deTar brings 30 years of experience inoperations management, with 26 of those yearsdirectly related to market operations. He is thecurrent president of the California Swap MeetAssociation (CSMA), a Board member of theNational Flea Market Association (CSMA) and aBoard member of the National Flea MarketAssociation (NFMA). He is currently the GeneralManager of Operations for the San Jose FleaMarket and has been since 2011.

EXPERIENCE

Telephone Auction, Inc., San Jose1983 - 1987Fulfillment Manager

Responsible for shipping, receiving, warehousing,quality control, security of facilities, and managementof 35-member staff.

Streamlined all shipping functions and achieved26% cost reduction by developing a drop shippingprogram with UPS, CPX and other freight services.

San Jose Flea Market1987 - 1990Parking Booth Supervisor

Responsible for all parking booths and 13-memberbooth staff.

Responsible for pedestrian traffic flows into andout of market grounds and oversaw 15-memberstaff who helped direct people.

Worked with San Jose Police Department on trafficcontrol issues

Oakhill Memorial Park, San Jose1991 - 1993Monument Maker

Supervised staff of three in the design of monumentsand grave stones. After a back surgery preventedworking with heavy objects, sought employmentat The San Jose Flea Market.

San Jose Flea Market1993 - 2011Reservation Manager

Manage a 14-member staff in handling sellerreservations.

Handle seller disputes, vendor mix, maintenanceof monthly stalls, and assigning locations for newvendors.

Assist in promoting flea market to vendors and inattracting diversified mix of vendors.

San Jose Flea Market2011 - PresentGeneral Manager of Operations

Oversee day to day operations and work closelywith all department heads with the goal ofmaximizing efficiency.

Monitor state and local laws that effect the operationsof markets.

Work directly with organizations that utilize fornon market events.


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Theresa Bumb NavarroMarketing, Social Media, Operations Manager

I have been working at the Flea Market in a varietyof part and full time positions for almost twentyyears. The Flea Market was my first job- I beganby selling balloons my Sophomore year of HighSchool. Over the years I have held a positions inmany different departments and worked my wayup in the company. These areas include (but arenot limited to): accounting, customer service, vendorrelations, marketing, and social media. (I evenowned my own small business at the Flea Marketfor five years.)It is because of these experiences that I believe thatI have an excellent grasp of the overall operations.

EXPERIENCE San Jose Flea Market1995 - present Marketing Consultant, Social Media Coordinator:

Develop and deliver online content.

Development and implementation of the BrandStrategy.

Customer service and vendor relations liaison.2004-2006

Sylvan Learning Center2003-2004Center Director

Began as part-time teacher; Within four monthswas promoted to Center Director at the MorganHill Sylvan Learning Center. Duties Includedenrolling students, conferences with parents, hiringand supervising teachers, and generating weekly,monthly, and quarterly finance reports to corporate.

InternshipGentry MagazineEdit copy, Social Liaison, Network, Research EDUCATION University of San Francisco 2004 BA in English, emphasis in Creative Writing,


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Thomas BumbVendor Liason, Security Manager

Thomas Bumb has almost 20 years of customerservice experience and over 10 year directly relatingto ensuring that the vendors and customer of TheFlea Market are satisfied with their experience aseither a vendor, daily seller or visitor. Thomas'experiences as security manager and OSHAcompliance ensures the safety and well being foreverybody's enjoyment and pleasure.

EXPERIENCE A-1 Crane Sales2000 - 2007Sales Manager

• Training customers and employees to set up andoperate cranes on construction project sites

• Created and maintained relationships withcustomers for current and future projects

• Follow up with customers during and after projects• Schedule and plan the cranes for the current and

upcoming projects• Cultivated relationships with customer base in

the construction industry and uncover newcustomer needs

• Work closely with project managers and identifyproblems to make projects meet deadlines andcompletion.

• Schedule meetings with OSHA representativesfor inspections

Schaper ConstructionSeal Coat & Striping Division2007-2009

• Crane License CCO Certification• Asphalt Maintenance Repair• Parking lot seal coating & striping• Train employees• Estimate costs and labor for projects• Coordinate with Costco projects• Schedule Equipment• Order material for each project

The Flea Market, Inc.2009 - PresentMaintenance Department

• Maintain 200 acres• Maintain seller spaces• Striping and paving of parking areas and seller spaces

The Flea Market, Inc.2010 - 2013Reservations Assistant

• Liason between daily and monthly vendors andthe Reservations Manager

• Oversee vendor compliance with the B.O.E.Oversee and maintain counterfeit complianceand copyright Infringements

• Report any illegal counterfeit incidents to TFMattorneys

• Meet with private investigator regarding illegalvendor activity with counterfeit/copyrightinfringement incidents on a bi-weekly basis

The Flea Market, Inc.2014 - PresentReservations Manager/Security Manager

• Oversee the daily operations and duties of theSecurity Manager

• Develop and maintain policies and proceduresfor operations of Security Department

• Schedule and work with the Marketing Departmentfor Special Events

• Relocate Vendors on the Flea Market propertyas necessary


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santa clara county fairgrounds rfq · current flea market property on berryessa road is more...

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