Master Plan RFP

Village of Brooklyn

Request for Proposals (RFP)


May 20, 2024

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The Village of Brooklyn (Village) Master Plan Steering Committee is soliciting proposals for a new master plan to be completed in 2024-2025. Respondents must offer a proposal that will meet the scope of services, requests and general description of work activities identified in this Request for Proposals (RFP), while adding what the Respondent would have to offer to the master plan.


The Village of Brooklyn is located in Jackson County in Michigan's Lower Peninsula. The Village serves as the commercial center of the Irish Hills Region surrounded by fifty two lakes within ten miles of the Village. The Village and the Irish Hills have a long history of being a recreation hub for outdoor enthusiasts enjoying the many lakes, rivers, and parks. Brooklyn is also home to the world class entertainment and sporting venue of Michigan International Speedway that continues to draw in visitors to our community throughout the year.

The previous Master Plan was completed in 2019. Upon review of the current Master Plan, the Village Planning Commission has determined a new Master Plan is needed to help pave the way for the next twenty years. Reasons a new plan is needed instead of an update include:

  • The previous plan included 23 goals, 19 of which were ongoing with no measurable or specific outcomes. We seek a plan with actionable (S.M.A.R.T.) goals that will provide the desired outcomes for the community.
  • New or more accurate information has become available since the creation of the current plan: 2020 US Census data is now available.
  • Developments in the community or in nearby areas have affected the underlying principles, strategies, or land use needs in particular areas.
  • There are several new and/or recurring issues in the community which are not addressed by the current plan. Some examples of such issues are:
    • Aligning with the Redevelopment Ready Community (RRC) expectations set forth by the Michigan Economic Development Corporation (MEDC)
    • A housing plan to address the aging housing stock and to provide affordable and attainable housing opportunities.
    • Increased need for an Economic Development plan that can be executed by our Corridor Improvement Authority (CIA)
    • Increased need for a Parks and Recreation plan that can be executed by our new Village Parks Board.
    • Further collaboration efforts in the Irish Hills Region, including Columbia Charter Township, Norvell Township, Village of Cement City, Village of Onsted, Napoleon Township, the Irish Hills Intermunicipality Committee, Chambers of Commerce, Visitors Bureaus, Region 2 Planning Commission, etc.

Therefore, the Village is seeking proposals from qualified firms ("Consultant") to develop a new Master Plan on behalf of the Village of Brooklyn. This will include providing technical and public engagement assistance for creating a new community vision and identifying long term goals and objectives. The Consultant must demonstrate a capacity to work closely with project partners, key stakeholders, various municipal staff, Village boards and commissions, and the public in the course of updating the Plan.

The village is engaged in the Redevelopment Ready Community (RRC) program through the Michigan Economic Development Corporation (MEDC). As part of the RRC designation process, the Village seeks to incorporate an RRC-aligned Master Plan with both an Economic Development Plan as major components to the Master Plan. These components must align with the RRC Best Practices as determined by MEDC, specifically Best Practice 1.1 – Master Plans and Best Practice 5.1 – Economic Development Strategy.

With the concurrent needs for a new Master Plan, an Economic Development Strategic Plan (CIA), and a Parks & Recreation Plan (Parks Board), The Village sees the Master Planning process as a great opportunity to achieve economy of efforts and expense, find synergies among multiple departments and stakeholders, and deliver an overall cohesive plan that meets the needs of the community as a whole. Therefore, a key goal of this Master Planning process will be to deliver relevant and actionable plans for not only the Planning Commission and Village Council to act upon, but also to carve out clear goals and actionable plans which the CIA, and Parks Board can begin acting on as well.

CIA priorities include, but are not limited to, an Economic Development Strategic plan that focuses on support of current business, identification and attraction of future businesses, mixed-use development potential; and a Community Development plan focused on Streetscape elements, placemaking, zone development, and parking analysis.

Parks Board priorities include, but are not limited to, development plans for Swain Park, Weatherwax Park, and the Village Square, feasibility of new parks and recreation programming in the Village, and placemaking opportunities throughout the Village.

Planning Commission/Community Wide should seek to find innovative solutions to priorities including but not limited to, housing plan; strategic planning of infrastructure including water, sewer, streets, and buildings; land use strategy and development plan; asset management planning; vacant building and property planning; review of services.

Additionally, The Village is looking for ways to create a community that better serves our aging population, visitors, and residents by creating a more walkable community through the Complete Streets concept and other innovative ideas.


Request for Proposals Released _____ Tuesday, May 21, 2024 at 12 pm

Deadline to Submit Questions _____ Friday, June 14, 2024 at 12 pm

Deadline to Receive Proposals _____ Friday, June 28, 2024 at 2 pm

Steering Committee review and recommendation _____ Week of July 8, 2024

Approval of Consultant by Planning Commission _____ Monday, July 15, 2024

The Village reserves the right to modify any element of the timeline should it become necessary.


No Pre-Submittal Meeting has been scheduled for this project. Please see Section "Questions and Requests for Clarifications" below in regard to submitting questions.


Consultants must submit by email a PDF copy of proposal by 2:00 pm on Friday, June 28, 2024 labeled "Village of Brooklyn Master Plan 2024 Proposal" to

The firm's name and address shall be clearly indicated in the email message. Proposals, and amendments to Proposals, received after the date and time specified above will not be accepted. Proposals via mail or fax will not be accepted. Sales calls or presentations will not be allowed during the RFP process. The RFP can be downloaded from this website: by clicking here.


The Committee may issue responses to requests for clarifications, questions, comments, and addenda to this RFP, or other materials related to this solicitation, on their website: It is the responsibility of the Consultant to check the Committee website regularly during the solicitation period for updated information. By submitting a Proposal, Consultants are deemed to have constructive knowledge and notice of all information pertaining to this RFP.


Any change(s) to the requirements of this RFP initiated by the Committee will be made by written addenda to this RFP. Any written addenda issued pertaining to this RFP shall be incorporated into and made a part of the terms and conditions of any resulting agreement. The Committee will not be bound by any modifications to or deviations from the requirements set forth in this RFP unless they have been documented by addenda to this RFP. Consultants will be required to document that they are aware of all addenda issued, if any, by the Committee in their Proposal.


  1. Contact Person for the Project: All questions or contact regarding this RFP must be directed to Matt Swartzlander, who can be reached by email at
  2. Clarifications of the RFP: Consultants are encouraged to promptly notify us of any apparent errors or inconsistencies in the RFP. Should a Consultant require clarifications to this RFP, the Consultant shall notify the Committee via email in accordance with Subsection 1 above. Should it be found that the point in question is not clearly and fully set forth in the RFP, a written addendum clarifying the matter will be issued and posted on the Committee website.
  3. Deadline for Submitting Questions:
    a. All questions must be submitted to the Committee by Friday, June 14, 2024 at 12 pm
    b. The Committee is not responsible for failure to respond to a request or question that has not been labeled correctly. Questions can be submitted via email to as long as they are received no later than the date and time specified above.
  4. Committee Responses: The Committee, in its sole discretion, will respond to requests for clarifications, questions, and comments. Responses will be posted to the website on or before 2:00 pm on Friday, June 21, 2024.


Any party responding to this RFP shall do so at their own risk and cost. The Committee shall not, under any circumstances, be liable for any pre-Contractual expenses incurred by any Consultant who elects to submit a Proposal in response to this RFP or by any Consultant that is selected. Pre-contractual expenses are defined as expenses incurred by Consultants and the selected Consultant, if any, in:

-Preparing a proposal and related information in response to this RFP;
-Submitting a Proposal to the Committee;
-Negotiations with the Committee on any matter related to this RFP;
-Costs associated with interviews, meetings, travel, or presentations; or
-Any and all other expenses incurred by a Consultant prior to the date of award, if any, of an agreement, and formal notice to proceed.

The Committee will provide only the staff assistance and documentation specifically referred to herein and will not be responsible for any other cost or obligation of any kind, which may be incurred by the Consultant.


Included in the scope of services will be the following tasks.

Development of Community Master Plan

  1. Conduct public engagement sessions to gather input from residents, businesses, property owners, administrative staff, and the Boards and Committees of the Village.
  2. Review and Audit the current Master Plan, Zoning Ordinance, and any other relevant documents, and note any relevant inconsistencies between the documents.
  3. Conduct a community-wide survey to obtain input regarding trends, outlooks, and preferences.
  4. Identify strategies for priority redevelopment areas that will define a clear direction of how and where development/re-development should occur.
  5. Determine a specific implementation plan, with associated timelines and responsible parties, for each immediate, short, and long-term goal.
  6. Develop a framework that will facilitate annual evaluation of the Master Plan’s implementation in each community.
  7. Follow the Michigan Planning Enabling Act requirements (Act 33 of 2008; MPEA).
  8. Be able to complete project in no more than fourteen (14) months of contract execution date.

Economic Development Strategy

The Village of Brooklyn does not currently have an economic development strategy. One needs to be developed that identifies the community’s economic development goals, actions, timelines, and responsible parties that meet the RRC objectives. For an economic development strategy to follow best practices put forth by the RRC program, the individual objectives must tie back to one or more of the goals identified in the regional context. The process will include conducting visioning sessions to identify and understand the community's resources, and to develop those resources to accommodate business growth with particular focus along any areas identified during the Master Plan initiative.

Individual Commission/Committee Components

The plan must allow for the specific goals and action items of the Corridor Improvement Authority and Parks Board respectively, to be easily separated from the general Master Plan goals and objectives to permit the separate groups to take ownership of their portions of the plan.


  1. One un-bound copy of the new Master Plan
  2. A digital copy of the new Master Plan in .pdf format
  3. A digital copy of the Master Plan in .docx format
  4. All tables associated with the new Master Plan in .xlsx format.
  5. Any additional raw data
  6. All pictures, graphics, renderings, and charts associated with the new Master Plan in .jpg format.
  7. GIS data will be provided in a format that can be used to display layers on the Village of Brooklyn's existing GIS site.


The successful proposal shall:

  1. Each response to the RFP should be accompanied by a letter of interest not exceeding one (1) page that summarizes key points of the proposal and which is signed by an officer of the firm authorized to commit the Respondent to the obligations contained in the proposal. The letter should also include a phone number and email address for the Respondent's contact person.
  2. Provide information on the respondent's background and experience in the following:
    a. Preparing municipal master plans and updates
    b. Creating economic and community development strategies
    c. Engaging the public for planning purposes, including methods utilized for public engagement.
    d. Following RRC Best Practices in previous master plans
  3. Highlight any characteristics or capabilities that make the respondent uniquely qualified to perform the services requested.
  4. Include a proposed timeline of the process indicating the Consultant can complete the services within fourteen (14) months.
  5. Provide a separate proposed fee range for completing each part of the Scope of Work. The final scope and fee will be negotiated with the successful respondent but is expected to be consistent with the fee range submitted with this proposal.
  6. Include Consultant's recommended terms of payment (such as percent of contract due at what time).
  7. Disclose any actual or potential conflicts of interest with any jurisdiction of or near the Village of Brooklyn, including its officers, elected officials, agents, and employees.
  8. Describe any partnerships with any organizations/subcontractors/suppliers that will play a role in this project.
  9. Identify at least three (3) references including the organization/business, address, contact person, phone number, date of services, and scope of services.
  10. Provide examples of at least two (2) similar projects completed in the last five (5) years. Examples may be provided in electronic formation or by providing an internet link.
  11. Provide a copy of your certificate of insurance verifying professional, commercial general, automobile liability, and workers' compensation insurance coverage with minimum policy limits as detailed in this RFP. The coverage must be maintained and carried in force for the duration of the contract.

Any additional information believed necessary to assist the Committee in evaluating your proposal may also be submitted.


  1. By submission of a proposal, the respondent certifies that they have not paid or agreed to pay any fee or commission, or any other thing of value, contingent on the award of this contract to any employee, official, or current contracting consultant of the Village. The respondent certifies that the financial information in this statement has been arrived at independently and without consultation, communication, or agreement, for the purpose of restricting competition as to any matter relating to such costs with any other proposal or Bidder.
  2. The contents of the proposals shall be considered public records of the Village. Any respondent submitting a proposal hereunder further acknowledges and agrees that the Village is a public entity which is required to abide by laws governing public records and shall not be liable for disclosures required by law. All materials submitted in response to this RFP shall become the property of the Village upon delivery to the address set forth above.
  3. The Village or its representatives shall not be held responsible for expenses incurred in the preparation or subsequent presentation of the RFP response.
  4. This RFP is not an offer to enter into a contract, but rather a solicitation for Proposals.
  5. The Village reserves the right to reject all Proposals in its sole discretion. The Village reserves the right to reject any and all Proposals in whole, or in part, and accept any Proposal or portion of the Proposal that, in their opinion, best serves the interest of the Village.
  6. The selected consultant and their subcontractors are required not to discriminate against any employee or applicant for employment to be employed in the performance of the Proposal with respect to hire, tenure, terms, conditions or privileges of employment, because of race, color, religion, national origin, or ancestry or also because of age or sex, except based on a legitimate occupational qualification. Violation of this requirement may be regarded as a material breach of the Michigan Fair Employment Practices Act and may be subject to prosecution.
  7. The awarded contract will be governed by the laws of the State of Michigan. Venue for any claims or litigation regarding this contract may only be brought in the 12th District Court of Michigan. The selected vendor/contractor shall not assign the contract or sublet it or portions thereof without the written consent of the authorized Village representative. The Village insurance and indemnification requirements as well as standard contract provisions will be a requirement of the awarded contract.


The selection process will be based on responses to this RFP, verification of references, and any interviews to verify the ability of proposer to provide services in response to this document. The Village will evaluate each proposal based on the following criteria:

  1. Demonstrating clearly and completely, your firm's understanding of the RFP scope of work (20 pts.);
  2. Qualification, skill, and experience level of staff and creativity conducting a public engagement strategy (20 pts.);
  3. Reasonableness of project cost (20 pts.);
  4. Reasonableness of project timeline (10 pts.);
  5. Demonstrated experience on projects of similar scope and favorable reference checks (20 pts.);
  6. Previous experience preparing a master plan and economic development strategy that comports with the MEDC RRC program is preferred (10 pts.)

The steering committee will evaluate proposals using the above scoring criteria. Scores are private and tabulated for aggregate only. Representatives from the steering committee will include a Council Member, Planning Commission, CIA, and Parks Board representatives from the Village of Brooklyn.

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