Forest Service Spends $2.1M on Smokey Bear Copyright Management

Contract Overview

Contract Amount: $2,113,019 ($2.1M)

Contractor: Perpetual Licensing LLC

Awarding Agency: Department of Agriculture

Start Date: 2024-04-01

End Date: 2026-03-31

Contract Duration: 729 days

Daily Burn Rate: $2.9K/day

Competition Type: COMPETED UNDER SAP

Number of Offers Received: 1

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: SMOKEY BEAR COPYRIGHT MANAGEMENT, PROTECTION, AND PROMOTION CONTRACT

Place of Performance

Location: LOS ANGELES, LOS ANGELES County, CALIFORNIA, 90048

State: California Government Spending

Plain-Language Summary

Department of Agriculture obligated $2.1 million to PERPETUAL LICENSING LLC for work described as: SMOKEY BEAR COPYRIGHT MANAGEMENT, PROTECTION, AND PROMOTION CONTRACT Key points: 1. The contract focuses on copyright management, protection, and promotion of the Smokey Bear brand. 2. Perpetual Licensing LLC is the sole awardee for this specific service. 3. The contract is a firm-fixed-price definitive contract. 4. This spending falls under the 'Lessors of Nonfinancial Intangible Assets' category.

Value Assessment

Rating: fair

The contract value of $2.1 million over two years appears reasonable for managing a high-profile, long-standing public awareness campaign like Smokey Bear. Benchmarking is difficult without specific service level agreements, but the cost seems aligned with specialized intellectual property management.

Cost Per Unit: N/A

Competition Analysis

Competition Level: limited

The contract was competed under SAP (Simplified Acquisition Procedures), suggesting a competitive process was intended. However, the award to a single entity, Perpetual Licensing LLC, raises questions about the extent of competition achieved and whether alternative providers were fully explored.

Taxpayer Impact: Taxpayer funds are used to maintain and promote a valuable public service brand, which has long-term benefits in wildfire prevention. The cost is justified if it effectively protects and enhances the Smokey Bear image.

Public Impact

Ensures continued public awareness and education on wildfire prevention through the iconic Smokey Bear character. Protects the intellectual property associated with Smokey Bear, preventing unauthorized use and maintaining brand integrity. Supports the Forest Service's mission by leveraging a well-recognized symbol for critical environmental messaging.

Waste & Efficiency Indicators

Waste Risk Score: 50 / 10

Warning Flags

Limited competition details
Potential for sole-source reliance on Perpetual Licensing LLC

Positive Signals

Manages a highly recognizable and effective public awareness campaign
Long-term brand protection and promotion

Sector Analysis

This contract falls within the professional services sector, specifically intellectual property management and licensing. Spending benchmarks for similar intangible asset management contracts are highly variable, depending on the brand's scope and market presence.

Small Business Impact

The data does not indicate any specific provisions or set-asides for small businesses in this contract. The nature of specialized copyright management may favor firms with established expertise, potentially limiting small business participation.

Oversight & Accountability

Oversight would involve monitoring the effectiveness of the copyright protection and promotion activities, ensuring compliance with licensing terms, and verifying that the contractor is meeting performance objectives. The Forest Service is responsible for ensuring the value derived from this investment.

Related Government Programs

Lessors of Nonfinancial Intangible Assets (except Copyrighted Works)
Department of Agriculture Contracting
Forest Service Programs

Risk Flags

Potential for limited competition
Lack of explicit small business participation
Dependence on a single contractor for brand management
Need for clear performance metrics

Frequently Asked Questions

What is this federal contract paying for?

Department of Agriculture awarded $2.1 million to PERPETUAL LICENSING LLC. SMOKEY BEAR COPYRIGHT MANAGEMENT, PROTECTION, AND PROMOTION CONTRACT

Who is the contractor on this award?

The obligated recipient is PERPETUAL LICENSING LLC.

Which agency awarded this contract?

Awarding agency: Department of Agriculture (Forest Service).

What is the total obligated amount?

The obligated amount is $2.1 million.

What is the period of performance?

Start: 2024-04-01. End: 2026-03-31.

What specific metrics are used to measure the effectiveness of Smokey Bear copyright protection and promotion?

Effectiveness is likely measured through brand recognition surveys, tracking of unauthorized usage incidents, media mentions, and the reach of promotional campaigns. The Forest Service would need to define clear Key Performance Indicators (KPIs) to assess the contractor's success in protecting the brand's integrity and its continued impact on public awareness regarding wildfire prevention.

What is the risk of over-reliance on Perpetual Licensing LLC for Smokey Bear brand management?

The primary risk is that Perpetual Licensing LLC may become the sole provider of these specialized services, potentially leading to price increases or reduced service quality over time if competition is not actively sought. Ensuring robust contract terms and periodically reassessing the market for alternative providers can mitigate this risk.

How does this contract contribute to the Forest Service's overall wildfire prevention goals?

This contract is crucial for maintaining the visibility and effectiveness of the Smokey Bear campaign, a cornerstone of the Forest Service's wildfire prevention strategy. By ensuring the brand's protection and active promotion, it helps to keep wildfire safety top-of-mind for the public, thereby reducing human-caused ignitions and associated costs.

Industry Classification

NAICS: Real Estate and Rental and Leasing › Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) › Lessors of Nonfinancial Intangible Assets (except Copyrighted Works)

Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES

Competition & Pricing

Extent Competed: COMPETED UNDER SAP

Solicitation Procedures: SIMPLIFIED ACQUISITION

Solicitation ID: 12760424Q0117

Offers Received: 1

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Address: 428 N LAUREL AVE, LOS ANGELES, CA, 90048

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Limited Liability Corporation, Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $4,029,059

Exercised Options: $2,113,019

Current Obligation: $2,113,019

Actual Outlays: $875,876

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Cost or Pricing Data: NO

Timeline