Qshake -
I agree with your general concept, but I am not sure where the marketing efforts came from (engineering firm, contractor/consortium or marketing consultant).
First, all of the designs from the various proposers must be considered to be adequate for the engineering purpose.
Second, because it was a design-build system with a tight schedule, the design must meet the site and possible weather conditions in order for the contractor to do the job on time and profitably, so it was a joint effort (single responsibility) and not a low bid situation where many could be accused of contributing to problems.
Third, all the parties were making proposals using the same documents, requirements and knew the rating system in advance used to determining the award.
If you look at the proposals available, there was a dramatic difference in the quality of the presentations, the information provided, previous projects and the attention to the public concerns after the bridge went down and a vital lifeline for the economic community was severed. The economic benefits of half of the reduced community cost for the early completion was determined by the MNDOT engineers. - I remember being required to take economics as part of my engineering curriculum in addition to the economics portion of my highway classes.
The winning proposal stressed the engineering ability, history and willingness to make the project wotk and satisfy the needs of the highway users (and some of the bike path people).
The run of the mill traditonal firms went the route of a bridge to provide a low price, which was not good enough to meet the proposal rating system. It is like the old saying, "You can always do it cheaper", but it might not be right for the conditions and future needs.
It is unfortunate that engineers (I am one) are usually so poor at revealing their value, what they have done (beyond photo boards, resumes and normal, routine presentations) and what they can do to justify the cost of good engineering. Engineering (including proper construction knowledge/experience), like all professions must be willing to promote the benefits or at least make them openly available. - Unfortunately, the associations and groups we rely on just do not have a budget to really do this, so you only see it when it is needed to be shown.
Even the carpet bagging political candidates (with $40,000,000 budgets) would not touch the question of the contracts and awarding methods. It is fortunate that the bridge was not completed before the National Republican Convention or politics could have gotten into the mix of opinions.
Just promote the value of engineering openly and not just internally.
Dick