GMCVB Agmt with Exhibitsn
OFFICE OF THE CITY ATTORNEY
JOSE SMITH
City Attorney
March 31, 2010
Alvin L. West
Sr. Vice President and CFO
Greater Miami Convention and Visitors Bureau
701 Brickell Avenue, Suite 2700
Miami, Florida 33131
Re: GMCVB Agreement (2009 2014)
Dear Mr. West:
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Telephone: (305) 673 -7470
Facsimile: (305) 673 -7002
Per your request, I am enclosing a fully executed original and six (6) copies of
the above - referenced contract.
Should you have any questions or comments regarding the above, please do not
hesitate to contact me.
V i truly yours,
�� iguila P
Raul J.
Deputy City Attorney
RJA/ed
C: Hilda Fernandez, Assistant City Manager
Max Sklar, Director of Tourism and Cultural Development
1700 Convention Center Drive -- Fourth Floor -- Miami Beach, Florida 33139
AGREEMENT
BETWEEN CITY OF MIAMI BEACH AND
THE GREATER MIAMI CONVENTION AND VISITORS BUREAU
THIS AGREEMENT, is made and executed as of this P T day of 6rebcle , 20 by
and between the CITY OF MIAMI BEACH, a municipal corporation organized and existing
under the laws of the State of Florida (the City or Miami Beach), and the GREATER MIAMI
CONVENTION AND VISITORS BUREAU, INC., a Florida not - for -profit corporation (the
Bureau).
RECITALS:
WHEREAS, since 1984, the City and the Bureau have been parties to numerous,
successive agreements for the primary purpose of marketing and promoting both the Miami
Beach Convention Center (by way of booking convention business that will generate hotel room
nights in the City), and (generally) the City of Miami Beach (by promoting and marketing the
City overall as a principal tourist destination); and
WHEREAS, on September 24, 2009, pursuant to Resolution No. 2009- 27217, the Mayor
and City Commission approved the most recent agreement with the Bureau, for a five (5) year
term which commenced on October 1, 2005, and ended on September 30, 2009; and
WHEREAS, the City and the Bureau have negotiated the following new Agreement,
with a five (5) year term, which term will be deemed to have commenced (retroactively) on
October 1, 2009, and end on September 30, 2014, and further subject to the foregoing terms and
conditions, as set forth below.
NOW THEREFORE, the parties agree as follows:
SECTION 1 CONTRACT WITH THE BUREAU.
SECTION 1.01 Bureau Functions The City hereby contracts with the Bureau
to perform (or cause to be performed) the following tourism and convention related services,
upon the terms and conditions hereinafter set forth:
(a) Develop, promote, market, book, and secure conventions, trade shows,
and group business for venues in the City;
(b) Expand, develop, and promote tourism in the City in the domestic and
world markets, through consumers, travel agents, tour operators,
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wholesalers, airline marketing, media, advertising, and other modalities, as
determined by the Bureau. The Bureau's responsibilities pursuant to this
subsection (b) shall also include, without limitation, expansion,
development, and promotion of tourism in the City during the "off
season," as said term is customarily defined within that industry;
(c) Maintain programs and services in connection with the marketing and
promotion of conventions and tourism to benefit the City and venues in
the City including, without limitation, convention services, tourist
reservation services, and other operational and administrative programs in
connection therewith;
(d) Prepare and distribute brochures, pamphlets and other advertising
information disseminating information about the City;
(e) Cooperate with segments of the City's tourism and convention business
community for the booking of hotel reservations, tour packages, car
rentals, and other similar services;
(f) Engage in tourism and convention research and planning, and conduct
campaigns of information, advertising, publicity, marketing, and sales
relating to tourism and conventions to benefit the City and venues in the
City;
(g) Conduct and carry out programs or projects designed to promote tourism
and attract tourists and conventions to the City, and cooperate with public
and private organizations or groups, as well as hotels, restaurants, retail
venues, and tourist related entities and attractions, in their respective
efforts to promote tourism and attract tourists and conventions to the City;
(h) Select, hire, train, and employ such employees or other personnel as the
Bureau deems necessary or appropriate to satisfy its responsibilities under
this Agreement. No employee, contractor, or other personnel of the
Bureau shall, for any purpose, be considered to be an employee of the
City, and the Bureau shall be solely responsible for their supervision,
direction, and control, and for setting and paying their respective
compensation, federal income tax withholding, and benefits (if any).
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(i) To the maximum extent possible, provide economic opportunities to the
City's businesses and vendors through the Bureau's procurement of goods
and services, and actively market, promote and disseminate information to
City businesses and vendors with regard to the Bureau's procurement
policies (in an effort to provide increased competition and awareness to
City businesses and vendors of future bids, proposals, and other
procurement opportunities issued by the Bureau);
(j) Develop and implement a new "Strategic Plan for the Greater Miami and
the Beaches Visitor Industry" (which would supercede that certain
existing Strategic Plan, dated July 21, 2004, prepared and adopted under
the prior agreement [2005 -2009] with the Bureau). Following approval by
the Bureau's Board of Directors (Board), the new Strategic Plan shall be
implemented by the Bureau in accordance with the terms contained
therein, and shall be attached and incorporated as Exhibit "A" to this
Agreement;
(k) To the maximum extent possible, advise, inform, update, and involve the
City's policy makers in Bureau activities;
(1) Increase partnering and co- promotions with hotels, restaurants, retail
venues, and other tourist related entities and attractions within the City;
(m) Continue to emphasize the City as a "destination resort," through
campaigns of information, advertising, publicity, marketing and sales, and
event production and promotion;
(n) Actively seek out "major media events" that will be broadcast from (or
otherwise spotlight) Miami -Dade County, and, more specifically, that are
anticipated to draw positive national and international attention to the
City. The term "major media event" shall be defined as including events
of equal or greater caliber as the following events which have taken place
in the City and /or Miami -Dade: Super Bowl, Latin Grammys, MTV
Video Music Awards, Miss Universe, etc.;
(o) Support and contribute funds for the Miami Beach Convention Center
Market Incentive Fund;
(p) Budget, administer, and implement the funds received by it including,
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without limitation, the City's Contribution (as defined in Section 4.01
hereof);
(q) Actively seek out, raise, and increase private sector monies, gifts, fees,
revenues, and donations, in addition to the City's Contribution and other
public monies received by the Bureau;
(r) Enter into contracts with third parties to accomplish any or all of the
above; and
(s) Perform any other function reasonably related to the policy and purpose of
this Agreement.
SECTION 1.02 Initiatives.
Sub - market initiatives ( "Initiatives ") will be mutually developed by the City, and the
Bureau. These Initiatives will be developed in a manner that meets the new established goals for
the Bureau, as shall be set forth in the new Strategic Plan (to be developed and implemented by
the Bureau pursuant to Section 1.01(1) hereof and, when finalized, incorporated as Exhibit "A"
hereto). The Bureau will be responsible for implementing the Initiatives during the respective
contract year specified in the new Strategic Plan.
For purposes of this Section 1.02 and this Agreement, a "contract year" shall be defined
as each one (1) year period during the Term of the Agreement, commencing on October 1 and
ending on September 30
At the City's sole and reasonable discretion, the Initiatives may be reviewed annually,
within the sixty (60) day period following the commencement of each contract year during the
Term, for the purpose of either establishing new Initiatives; re- prioritizing; and/or changing the
implementation dates of existing Initiatives.
For each contract year during the Term, the Bureau shall budget no less than $950,000 of
the City's Contribution to be used solely to support and implement the Initiatives
The Initiatives (and their respective dates of implementation in a given contract year)
shall be attached and incorporated as Exhibit `B" to this Agreement; provided, however, that no
Initiative shall be deleted, substituted, re- prioritized, and /or otherwise materially changed or
amended, unless agreed to by the parties, in a duly executed writing (with the City Manager
authorized to execute any such amendment on the City's behalf). In the event of any amendment
to the Initiatives, the parties shall also update Exhibit "B" accordingly.
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SECTION 1.03 Performance Objectives
Throughout
the Term of the Agreement, the Bureau shall meet the following performance
objectives within the
time period(s) set forth below:
(a)
Organizational Improvement
(i) Report /update the City on the status of the new Strategic Plan
(Contract Year 1);
(ii) Present final draft of approved new Strategic Plan (Year 1);
(iii) Conduct annual retreats (Year 1; Year 3);
(iv) Progress report /update on implementation of approved new
Strategic Plan including, without limitation, implementation of
any Initiatives (Year 3);
(b)
Implement mutually agreed upon recommendations from the Mayor's
Blue Ribbon Task Force on Tourism (by the end of the Term);
(c)
Book a minimum of twenty (20) new conventions /trade
shows /meetings /corporate business at the Miami Beach Convention
Center (by the end of the Term);
(d)
Book a minimum of 125 new events /meetings /corporate business at
Miami Beach hotels (by the end of the Term); and
(e)
Achieve no less than a 90% positive rating (positive = excellent /good) on
customer service surveys for Miami Beach Convention Center bookings
(during each Contract Year);
(f)
For purposes of this Section 1.03, a "booking" is defined as an event (as
that term is defined in (g) below) at the Miami Beach Convention Center,
or at a Miami Beach hotel, for which a binding, fully executed written
contract (confirming the event at MBCC) has been entered into, and a
deposit is received.
(g)
For purposes of this Section 1.03, "new convention, tradeshow, or
corporate business at Miami Beach Convention Center" is defined as an
event at the Miami Beach Convention Center which does not have a
contract (at MBCC) as of the Commencement Date of the Agreement.
"An event" shall mean a use of the facility (for one of the aforestated uses
in this subsection (g)) which involves a scheduled beginning and ending
k,
time (including the "load -in" and "load -out" periods).
A "new convention, tradeshow, or corporate business" at MBCC will only
be considered and counted as a booking or as "booked" (and therefore
considered and counted for purposes of this Section) (i) if the booking was
initiated by the Bureau, pursuant to the adopted Booking Policies of the
Miami Beach Convention Center (as same maybe amended from time to
time), not by the Global Spectrum, L.P. or any of its affiliates (including,
without limitation, Messe Schweiz of Basel Switzerland); and (ii) upon
the City's receipt of a binding, fully executed letter of intent (LOI) or,
binding, fully executed written contract. Notwithstanding the preceding,
for purposes of compliance with this Section 1.03 and the Agreement, at
least forty (40 %) of "booked" business must be by contract (not LOI).
(h) For purposes of this Section, "new event, meetings, or corporate business
at Miami Beach hotels" is defined as an event which does not have a
contract at a Miami Beach hotel as of the Commencement Date. A "new
event, meeting, or corporate business at Miami Beach hotels" will only be
considered and counted as a booking or as "booked" if the copy of the
signature page of a binding, fully executed written contract (confirming
the event at the hotel) has been received by the Bureau.
(i) If at any time during the Term, the City determines (in its sole and
reasonable discretion and judgment) that it is necessary to close all or a
portion of the Miami Beach Convention Center in order to proceed with
construction work related solely to that certain renovation project
currently referred to as the "Expansion and Enhancement of the Miami
Beach Convention Center" Project (the Project), then the City Manager or
his /her authorized designee will promptly provide the Bureau with notice
of the intended closure(s), including the estimated dates and the
anticipated length said closure(s). If the Bureau reasonably anticipates
that a proposed closure(s) of the Center due to work on the Project will
directly affect the Bureau's ability to timely comply with any of its
required performance objectives under Section 1.03(c) hereof (related to
bookings at the Center), then the Bureau shall immediately notify the City
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Manager, in writing, specifying the bookings (or potential bookings, as the
case may be) to be affected during the anticipated period of Center
closure(s). Upon such showing of cause by the bureau, the manager or
his /her authorized designee shall meet with the Bureau and the parties
shall use reasonable efforts to re- negotiate the affected performance
objectives in Section 1.03(c) (but only as to those bookings or potential
bookings which are or will be directly affected by the closure(s)).
SECTION 2 TERM /DEFAULT AND TERMINATION
SECTION 2.01 The term of this Agreement shall be deemed to have commenced
(retroactively) on October 1, 2009, and shall terminate on September 30, 2014 (the Term).
SECTION 2.02 Notwithstanding the foregoing, the City may terminate this
Agreement in the event that the Bureau (in the sole discretion of the City) fails (or is unable) to
observe, perform, or otherwise comply with any of the terms and conditions set forth in this
Agreement(an event of default), which event of default continues for more than thirty (30) days
after written notice from the City Manager; provided, however, that if the nature of the default is
such that more than such period is reasonably required for its cure, the Bureau shall not be
deemed to have committed an event of default if the Bureau commences the cure within such
period and thereafter diligently pursues the cure to completion and actually completes the cure
within an additional sixty (60) day period.
If an event of default by the Bureau occurs then, the City (through its City Manager) may
exercise any or all of the following remedies:
(i) City may terminate this Agreement by written notice to the Bureau, in
which case this Agreement shall terminate as of the date set forth in such
notice and the City shall have no further liability under this Agreement.
(ii) Upon termination, the City shall have no further obligation to fund and /or
otherwise allocate and /or appropriate any remaining funds pursuant to this
Agreement, and the Bureau shall immediately remit back to the City any
and all unencumbered City funds allocated to the Bureau including,
without limitation, the City's Contribution (as set forth in Section 4.01
hereof).
(iii) The City may exercise any other remedies available at law or in equity.
(iv) The various rights and remedies reserved to the City in this Agreement (or
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otherwise) shall be cumulative and, except as otherwise provided by
Florida law, the City may pursue any or all of its rights and remedies at the
same time.
SECTION 2.03 Upon the expiration of this Agreement or a termination for any
reason, all further obligations of the parties hereunder shall terminate except unless expressly
provided in this Agreement (including, without limitation, Section 2.04 below), or as otherwise
agreed to by the parties, in writing.
SECTION 2.04 Notwithstanding the preceding Section, the parties hereto
acknowledge that the Bureau and the City may, during the Term, enter into contracts that are
expected to predominantly benefit the City in future years, and which may entail a funding
commitment(s) beyond (i) a termination of this Agreement, and /or (ii) the Term of the
Agreement. In such cases, the City (through its City Manager) and the Bureau shall expressly
agree, in writing, on a case by case basis, that the particular contract is intended to be funded by
the Bureau and /or the City beyond an early termination and /or expiration of the Agreement and
shall, in such cases, further provide that the funding obligations under that particular contract are
intended to survive or be performed after such expiration or termination of the Agreement.
SECTION 3 CITY PARTICIPATION ON BUREAU BOARD OF
DIRECTORS, EXECUTIVE COMMITTEE, COMMITTEES
AND /OR SUB- COMMITTEES
The Bureau shall be managed by a Board of Directors (Board) having such number of
members and composition as may be determined by the Bureau. Such Board shall be
representative of the hotel and visitor industry; shall reflect the ethnic and multi - cultural
diversity of the community; and be gender representative.
The Bureau shall act through an Executive Committee which shall meet between
meetings of the Board. The composition of the Executive Committee shall be determined by the
Board.
The Bureau shall also establish, as it deems appropriate, committees and /or sub-
committees, which may include, without limitation, a Finance Committee; Marketing and
Tourism Committee; Convention Sales Committee; Nominating Committee; and Community
Relations Committee. The composition of such committees and sub - committees shall be
determined by the Board.
Notwithstanding the foregoing, the Bureau herein recognizes the significant financial
contributions made by the City pursuant to this Agreement; accordingly, the Bureau and the City
agree that, throughout the Term of this Agreement, the City's representation and membership on
the Board, Executive Committee, and any and all committees and /or sub - committees shall be as
follows:
(a) Board of Directors.
The City's representation and membership on the Board shall be a number
proportionate to the percentage amount of the City's total annual financial
contribution to the Bureau (as set forth in this Agreement), in relation to
the Bureau's total operating budget; but in no event shall said percentage
be less than 30 %. The aforestated members shall be voting members of
the Board, selected by the Board from a slate submitted by the City
Manager, and shall be:
(i) residents of Miami Beach; and /or
(ii) representative of the City's hotel and visitor industry; and
(iii) reflect the ethnic and multi - cultural nature of the City; and
(iv) be gender representative.
(b) Executive Committee.
The City's representation and membership on the Executive Committee
shall be a number proportionate to the percentage amount of the City's
total annual financial contribution to the Bureau (as set forth in this
Agreement), in relation to the Bureau's total operating budget; but in no
event shall said percentage be less than thirty percent (30 %). The
aforestated members shall be voting members of the Executive
Committee, selected by the Board from those members of the Board
selected from the City's slate for the Board; however, the City's
proportionate representation and membership on the Executive Committee
must include the following:
(i) The City's Mayor or his /her designated representative (who
shall be a member of the Miami Beach City Commission);
and
(ii) the City Manager.
(c) Committees and /or Sub - Committees.
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The City's representation and membership on any and all Bureau
committees and/or sub - committees, shall be a number proportionate to the
percentage amount of the City's total annual financial contribution to the
Bureau (as set forth in this Agreement), in relation to the Bureau's total
annual operating budget; but in no event shall said percentage be less than
30 %. The aforestated committees and /or sub - committee members shall be
voting members and shall be:
(i) residents of Miami Beach; and/or
(ii) representative of the City's hotel and visitor industry; and
(iii) reflect the ethnic and multi - cultural diversity of the City;
and
(iv) be gender representative.
Notwithstanding the above, throughout the Term of this Agreement:
(i) the City Manager or his /her designee shall be a voting
member of the Finance Committee;
(ii) the General Manager of the Miami Beach Convention
Center shall be a voting member of the Convention Sales
Committee; and
(iii) the Marketing and Tourism Committee shall reflect and be
representative of the Initiatives.
SECTION 4 FUNDING.
SECTION 4.01 Contribution from Miami Beach (the City's Contribution.
(a) The City's total annual contribution to the Bureau throughout the Term
shall be Five Million Dollars ($5,000,000.00) (the City's Contribution).
The City's Contribution shall be paid from the Municipal Resort Tax
revenues levied and collected by the City pursuant to Chapter 67 -930,
Laws of Florida, and the respective ordinances applicable thereto, as
amended from time to time (the Tax).
For purposes of this Agreement, the Tax shall be further defined as
derived only from the two percent (2 %) portion of the Municipal Resort
Tax collections generated from the sale of hotel rooms, food and beverage,
and alcohol throughout the City of Miami Beach.
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(b) The City shall distribute the City's Contribution to the Bureau after the
following distributions and deductions have been made:
(i) Less four percent (4 %) of the total gross revenues collected
from the Municipal Resort Tax, for collection costs; and
(ii) All payments shall be junior and subordinate in all respect
to any and all obligations of the City required under any
resolutions or ordinances pursuant to which bonds or other
indebtedness of the City of Miami Beach are issued which
are secured by the Municipal Resort Tax.
(c) At the commencement of the second contract year of the Agreement, and
at the beginning of every contract year thereafter, the City's Contribution
will be adjusted by 3% or the increase in the CPI -U, whichever is less.
(d) The City's Chief Financial Officer shall be responsible for making such
debits and credits, collection costs, and monies pledged to bonds or other
indebtedness of the City, as set forth in this Section 4.
(e) The sole funding authority for payment of the City's Contribution shall be
from the Tax revenues, and the City shall have no obligation to continue to
pay the City's Contribution to the Bureau, or to provide an alternate
funding source, in the event that adequate funds from the Tax revenues do
not become available at any time during the Term.
(f) The Bureau and City herein agree and acknowledge that the Bureau may
generate a surplus (excess revenues over expenses) from time to time.
The portion of the surplus coming from Miami Beach shall be defined as
the proportionate share of the City's Contribution, as defined in this
Section 4.01, to total Bureau Revenue which shall be defined as all public
and private revenues collected by the Bureau. The Bureau and the City
agree that the Bureau shall utilize such surplus funds for implementation
of any of the Initiatives referenced in Section 1.02 and Exhibit "B" hereof
(over and above the annual required $950,000.00). In the event that the
Bureau does not utilize surplus funds for implementation of the Initiatives,
then the Bureau shall immediately remit any and all such surplus funds to
the City.
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SECTION 4.02 Public Funds The Bureau shall maintain the City's Contribution,
and any and all other public funds allocated and/or appropriated to the Bureau pursuant to the
Agreement, in an account or accounts segregated from and not commingled with any privately
raised funds.
(a) Method of Payment and Disbursement. The City shall transfer to the
Bureau its required share of the revenues described herein within thirty
(30) days after the last day of the month in which the City received the
funds.
(b) Prohibited Expenditures from Public Funds. The Bureau shall not
expend public funds for the following: Bureau staff travel and
entertainment (except that travel and entertainment expenses for up to
eighteen (18) persons whose Bureau positions appear in Exhibit "C ", will
be permitted when soliciting or promoting a major convention or corporate
meeting); any matters relating to the Bureau's function as an association,
including but not limited to membership dues and salaries of personnel
whose duties relate to membership marketing; the salary, benefits and
prerequisites of the Chief Executive Officer; interest expenses on loans to
the Bureau; and any and all other expenses relating to activities beyond the
scope of this Agreement.
(c) Contribution from the Bureau to City's Cultural Arts Council.
Throughout the Term, the Bureau shall make an annual $50,000
contribution to the City, in support of the City's Cultural Arts Council.
(d) Marketing Support The Bureau will participate in monthly sales and
marketing meetings held between the City and the City's manager for the
Miami Beach Convention Center (MBCC). At a minimum,
"participation" by the Bureau pursuant to this subsection (d) is defined to
require the following:
(i) Minimum of 25% of the Bureau's total convention marketing
funds (as available per the Bureau's approved annual operating
budget) will be used to promote MBCC.
(ii) All MBCC convention/meeting industry publication ads shall be
developed in conjunction with, and subject to review by, the
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MBCC Director of Sales and Marketing Manager.
(iii) The Bureau's annual advertising and marketing budget to promote
and market Greater Miami and the Beaches, and expenditures of
said budget, shall account for at least 50% of the Bureau's overall
approved annual operating budget.
(iv) As directed by the City Manager or his /her authorized
representative annually, the Bureau will support and highlight
targeted City events and /or amenities (such as, for example, the
City's golf clubs, "Sleepless Night ", etc.) in the Bureau's
publications (in -room magazines, etc.). While the targeted City
events and /or amenities shall determined by the City annually, at
its sole and reasonable discretion, they shall include and require
the Bureau to support/highlight no less than four (4) events and /or
amenities per contract year.
(e) European Sales The Bureau will partner with Messe Schweiz of
Basel Switzerland, including its successors or assigns (hereinafter, Messe
Schweiz), for European conventions sales and marketing. At a minimum,
this shall require:
(i) Coordination of at least one (1) annual meeting with Messe
Scheweiz to develop an annual international sales and marketing
plan.
(ii) Prior written notification to Messe Schweiz of the Bureau's
participation in, or attendance at, any European or Asian
conferences, meetings or conventions held to market or promote
Greater Miami and the Beaches for leisure and /or meeting
business. Notification will be in the form of the GMCVB-
approved Program of Work which includes international
promotional efforts and resources.
(iii) Inclusion of Messe Schweiz's contact information in any Bureau
publication or brochure that targets or is otherwise designed to
promote Greater Miami and the Beaches for European or Asian
conventions or meeting business. This includes, without
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limitation, publications such as the "Miami: Where Worlds Meet"
brochure, as well as the GMCVB Meeting Planner.
SECTION 4.03 No Impairment of Bond Obligations. In the event the City
determines that the allocation of Tax revenues required to be made under Section 4.01 may
impair the obligation of any contractual arrangement between the City and the holders of its
bonds secured by said Tax revenues, the City's participation in this Agreement shall be forthwith
terminated without any liability to the City; provided, however, that in the event of such
termination, the City and /or the Bureau shall continue to be bound by any funding obligation
under a prior committed contract where such commitment was agreed to and approved pursuant
to Section 2.04 hereof.
SECTION 5 INSURANCE.
The Bureau shall not commence any work and /or services pursuant to this Agreement
until all insurance required under this Section has been obtained and such insurance has been
approved by the City's Risk Manager. The Bureau shall maintain and carry in full force during
the Term of the following insurance:
(a) Consultant General Liability, in the amount of $1,000,000.
(b) Consultant Professional Liability /Errors and Omissions, in the amount of
$1,000,000.
(c) Workers Compensation & Employers Liability, as required pursuant to
Florida Statutes.
(d) Crime Insurance /Employee Dishonesty which provides third party or
subscribes liability, in the amount of $100,000.
(e) The insurance must be furnished by insurance companies authorized to do
business in the State of Florida and approved by the City's Risk Manager.
(f) Original certificates of insurance for the above coverage must be
submitted to the City's Risk Manager for approval prior to any work
commencing. These certificates will be kept on file in the Office of the
Risk Manager, 3rd Floor, City Hall, Miami Beach, Florida.
All insurance policies must be issued by companies authorized to do business under the
laws of the State of Florida. The companies must be rated no less than "B +" as to management
and not less than "Class VI" as to strength by the latest edition of Best's Insurance Guide,
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published by A.M. Best Company, Oldwick, New Jersey, or its equivalent, subject to the
approval of the City's Risk Manager. Compliance with the foregoing requirements shall not
relieve the Bureau of the liabilities and obligations under this Section or under any other portion
of this Agreement, and the City shall have the right to obtain from the Bureau specimen copies of
the insurance policies in the event that submitted certificates of insurance are inadequate to
ascertain compliance with required overage.
SECTION 5.01 Endorsements.
All of Bureau's certificates, above, shall contain endorsements providing that written
notice shall be given to the City at least thirty (30) days prior to termination, cancellation or
reduction in coverage in the policy.
SECTION 5.02 Certificates.
Unless directed by the City otherwise, the Bureau shall not commence any work and /or
services pursuant to this Agreement until the City has received and approved, in writing,
certificates of insurance showing that the requirements of this Section (in its entirety) have been
met and provided for.
SECTION 6 INDEMNIFICATION.
The Bureau agrees to indemnify and hold harmless the City of Miami Beach and its
officers, employees and agents, from and against any and all actions, claims, liabilities, losses,
and expenses, including, but not limited to, attorneys' fees, for personal, economic or bodily
injury, wrongful death, loss of or damage to property, at law or in equity, which may arise or be
alleged to have arisen from the negligent acts, errors, omissions or other wrongful conduct of the
Bureau, its employees, Board members, committee and /or sub - committee members, agents, sub -
consultants, or any other person or entity acting under Bureau's control, in connection with the
Bureau's performance of any work and /or services pursuant to this Agreement; and to that extent,
the Bureau shall pay all such claims and losses and shall pay all such costs and judgments which
may issue from any lawsuit arising from such claims and losses, and shall pay all costs and
attorneys' fees expended by the City in the defense of such claims and losses, including appeals.
The parties agree that one percent (1 %) of the total compensation to the Bureau for performance
of the work and /or services under this Agreement is the specific consideration from the City to
the Bureau for the Bureau's Indemnity Agreement.
The Bureau's obligation under this Section shall not include the obligation to indemnify
the City of Miami Beach and its officers, employees and agents, from and against any actions or
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claims which arise or are alleged to have arisen from negligent acts or omissions or other
wrongful conduct of the City and its officers, employees and agents. The parties each agree to
give the other party prompt notice of any claim coming to its knowledge that in any way directly
or indirectly affects the other party.
The City and Bureau hereby agree and acknowledge that the provisions of this Section 6
shall survive the expiration and /or early termination of this Agreement.
SECTION 7 REPORTS, RECORDS AND EVALUATION.
SECTION 7.01 The Bureau agrees, for each contract year during the Term: (i)to
provide to City, through its City Manager, within ninety (90) days after the end of the Bureau's
fiscal year, an annual audited report covering the receipt and expenditure of public and private
funds, prepared by an independent certified public accountant, in accordance with generally
accepted accounting principles and practices consistently applied; (ii) to prepare and submit to
City, through its City Manager, a copy of the Bureau's overall annual operating budget, prior to
approval of said budget by the Bureau, for each fiscal year; (iii) to submit a detailed annual
report to City, through its City Manager, by October 1 st of each contract year, setting forth the
activities of the Bureau during the previous contract year; (iv) to permit the City Manager,
and/or such authorized representatives as he /she may designate in his /her sole and absolute
discretion, to carry out monitoring and evaluation activities (including, without limitation,
inspection of any and all Bureau records related to this Agreement, whether financial or
otherwise) in such manner as will effectively ensure the cooperation of the Bureau in the
performance of its functions and obligations under this Agreement, ; (v) to provide to City,
through its City Manager, not less than quarterly, an activity and financial report, setting forth
generally the activities of the Bureau during the previous quarter; (vi) to permit the City
Manager, and /or such authorized representatives as he /she may designate in his/her sole and
absolute discretion, to conduct, at the City's expense, a full and detailed annual audit of the
Bureau's records for such public purpose as the City Manager may deem necessary and /or, in the
best interest of the City, and which may include, without limitation, determining how the Bureau
utilized public monies contributed under this Agreement; (vii) to permit the City Manager,
and /or such authorized representatives as he /she may designate in his/her sole and absolute
discretion, to conduct, at the City's expense, quarterly inspections of the Bureau's records, for
the same purpose(s) as set forth in subsection (vi) hereof; and (viii) to provide to City, through its
City Manager, such other reports, as may be reasonably requested by the City Manager and /or
16
his/her authorized representatives.
Any audits or inspections shall be conducted at the Bureau's main office in Miami,
Florida; during normal business hours; and in such manner so as not to unreasonably interfere or
impede with the day to day operations of the Bureau.
The City and the Bureau hereby agree and acknowledge that the provisions of this
Section 7 shall survive the expiration or earlier termination of this Agreement.
SECTION 7.02 In addition to the reports, records and evaluations set forth in the
preceding Section 7.01, the City Manager, reserves the right, at any time during the Term, at
his /her sole option and discretion, to engage an independent consultant to review and assess the
Bureau's governance, structure, process and operations, particularly with an emphasis on the
impact of same related to the Bureau's performance under this Agreement. Accordingly, the
Bureau herein warrants and represents to the City that it shall grant said consultant full and
complete access to any and all Bureau records, whether financial or otherwise, for inspection by
the consultant at the Bureau's main office in Miami, Florida, during normal business hours.
SECTION 7.03 Public Records and Open Meeting Policy The Bureau shall
adhere to the policy attached as Exhibit "D" to this Agreement regarding public access to its
Board, Executive Committee, and committees and /or sub - committees meetings, as well as its
records.
SECTION 7.04 Performance Reports During the Term, the Bureau agrees to
provide the City with reports measuring and benchmarking the Bureau's established goals (as
shall be established in the approved new Strategic Plan (to be attached as Exhibit "A" hereto),
and as may otherwise be required pursuant to this Agreement. At a minimum, these reports shall
address the following categories:
(a) Provide at beginning of Term and subsequently as needed/updated:
i. Operating Policies and Procedures
ii. Convention Sales Standard Operating Procedures
iii. Convention Services Standard Operating Procedures
iv. GMCVB, Global Spectrum, Messe Schweiz Marketing Partnership
(b) Provide Monthly:
i. Tourism Sales
a. New leisure visitor generated and estimated visitor receipts
17
b. Visitor Demographics (with specific breakdown for City)
ii. Convention Sales
a. Conversion of Sales Leads to Booked Business
b. Booked Business Report — sales closed (all)
c. Booked Business Report — sales closed (Convention Center related)
d. Booked Business Report — sales closed (Miami Beach hotels)
e. Business targets (leads, including bid opportunities for major events and
international business opportunities)
f. Lost Business Reports (all and Convention Center related)
g. Cancelled Business Reports (all and Convention Center related)
h. In -kind Partnership Reports
i. Convention Income Survey
iii. Convention Summary Reports
iv. GMCVB Membership
a. Private Membership participation
b. Leverage and In -kind support
V. Marketing
a. Total number of paid media placements and media impressions (all)
b. Total number of paid media placements and media impressions
(convention- related)
c. Total number of earned media opportunities and impressions (all)
d. Total number of earned media opportunities and impressions (convention -
related)
vi. Targeted Initiatives
a. Boutique Hotel
i. Marketing Report (number of media placements, number of media
impressions, number of earned media opportunities)
ii. Sales Report (number of booked new business - leisure and
convention/meetings)
b. Gay /Lesbian Travel/business
i. Marketing Report (number of media placements, number of media
impressions, number of earned media opportunities)
18
ii. Sales Activities (marketing efforts targeted to leisure travel,
convention/meetings, leads, etc.)
C. Survey results (as required per Section 1.03(e) of Agreement)
vii. Convention Center Sales Customer Service Feedback Reports
(c) Provide annually (within 90 days after end of each contract year)
i. ROI Analysis
a. Conventions and meetings (annual number booked, anticipated
visitors /delegates, room nights and total receipts /economic impact)
b. Advertising (conversion analysis actual new visitors, hotel room nights
and visitor receipts)
c. GMCVB Website (hotel booking results)
d. Tourism sales
ii. Revenue Per Available Rooms (Rev Par)
SECTION 8 PROCUREMENT OF GOODS & SERVICES.
In addition to the provisions of 1.01(i), the Bureau shall procure goods and services on a
competitive basis and shall provide opportunities for African American, Hispanic, and women -
owned businesses. In order to promote a broader outreach and encourage new and diverse
potential bidders and proposers on Bureau contracts for goods and /or services, the Bureau shall
use best efforts to establish a broader -based "pool" from which to procure said goods and
services, which may include, without limitation, holding periodic public workshops and seminars
for such purposes, to be co- sponsored with the City and held on Miami Beach.
SECTION 9 NOTICES.
All notices, demands and requests which are given by the parties shall be in writing and
shall be deemed to be properly given if sent by United States mail, postage prepaid, addressed as
follows:
As to Miami Beach: Attention: City Manager
City of Miami Beach
1700 Convention Center Drive
Miami Beach, FL 33139
As to the Bureau: Attention: President
Greater Miami Convention & Visitors Bureau
701 Brickell Avenue, Suite 2700
19
Miami, FL 33131
Any such names and addresses may be changed at any time upon the giving of written
notice of such change sent by United States mail, postage prepaid, to the other parties affected by
the change. A copy of any notice sent by one party to another shall be sent to all other parties
noted above.
SECTION 10 [INTENTIONALLY OMITTED.]
SECTION 11 MISCELLANEOUS.
SECTION 11.01 Governing Law and Exclusive Venue
This Agreement shall be governed by, and construed in accordance with, the laws of the
State of Florida, both substantive and remedial, without regard to principles of conflict of laws.
The exclusive venue for any litigation arising out of this Agreement shall be Miami -Dade
County, Florida, if in state court, and the U.S. District Court, Southern District of Florida, if in
federal court. BY ENTERING INTO THIS AGREEMENT, THE CITY AND THE BUREAU
EXPRESSLY WAIVE ANY RIGHTS EITHER PARTY MAY HAVE TO A TRIAL BY JURY
OF ANY CIVIL LITIGATION RELATED TO, OR ARISING OUT OF, THIS AGREEMENT.
SECTION 11.02 No Discrimination in Employ
In connection with the performance of work and /or services under this Agreement, the
Bureau shall not refuse to hire, discharge, refuse to promote or demote, or to discriminate in
matters of compensation against, any person otherwise qualified, solely because of race, color,
religion, sex, age, national origin, military status, sexual orientation, gender identity, marital
status, or physical or mental disability.
SECTION 11.03 No Partnership or Joint Venture
The parties hereto understand and agree that the relationship of the Bureau and City is
that of an independent contractor. In carrying out its functions under this Agreement, the Bureau
is not, nor shall it ever be construed as, the agent or representative of City, and this Agreement is
not intended to establish a partnership, a joint venture, or the relationship of principal agent.
Nothing herein contained is intended or shall be construed in any way to create or establish the
relationship of partners or a joint venture between the City and Bureau. None of the officers,
agents or employees of the Bureau shall be or be deemed to be employees of the City for any
purpose whatsoever.
20
SECTION 11.04 Written Amendments
This Agreement shall not be altered, modified or amended in whole or in part, except in
writing executed by each of the parties hereto.
SECTION 11.05 Binding Upon Successors and Assigns; No Third -Party
Beneficiaries
(a) This Agreement and the rights and obligations set forth herein shall inure
to the benefit of, and be binding upon, the parties hereto and each of their respective permitted
successors and permitted assigns.
(b) This Agreement shall not be construed as giving any person, other than the
parties hereto and their successors and permitted assigns, any legal or equitable right, remedy or
claim under or in respect of this Agreement or any of the provisions herein contained; this
Agreement and all provisions and conditions hereof being intended to be, and being, for the sole
and exclusive benefit of such parties and their successors and permitted assigns and for the
benefit of no other person or entity.
SECTION 11.06 Section Headings and Defined Terms
The headings contained herein are for reference purposes only and shall not in any way
affect the meaning and interpretation of this Agreement. The terms defined herein and in any
agreement executed in connection herewith include the plural as well as the singular and the
singular as well as the plural, and the use of masculine pronouns shall include the feminine and
neuter. Except as otherwise indicated, all agreements defined herein refer to the same as from
time to time amended or supplemented or the terms thereof waived or modified in accorddnce
herewith and therewith.
This Agreement may be executed in two or more counterparts, each of which shall be
deemed an original copy of this Agreement, and all of which, when taken together, shall be
deemed to constitute but one and the same agreement.
SECTION 11.07 Severability
The invalidity or unenforceability of any particular provision, or part of any provision, of
this Agreement shall not affect the other provisions or parts hereof, and this Agreement shall be
construed in all respects as if such invalid or unenforceable provisions or parts were omitted.
SECTION 11.08 Non - Waiver
A failure by either party to take any action with respect to any default or violation by the
other of any of the terms, covenants, or conditions of this Agreement shall not in any respect
21
limit, prejudice, diminish, or constitute a waiver of any rights of such party to act with respect to
any prior, contemporaneous, or subsequent violation or default or with respect to any
continuation or repetition of the original violation or default.
SECTION 11.09 Entire Agreement
This Agreement and all Exhibits attached hereto contain the entire agreement between the
parties with respect to the subject matter hereof and supersedes all prior agreements,
understandings, proposals or other expressions of intent with respect thereto. The Exhibits
attached hereto are incorporated in to and made a part of this Agreement. No other agreements,
representations, warranties or other matters, whether oral or written, will be deemed to bind the
parties hereto with respect to the subject matter hereof.
[REMAINDER OF PAGE LEFT INTENTIONALLY BLANK]
F: \atto\AGUR \AGREEMENT \GMCVB Agreement (Clean Version 3- 22- 10).DOC
22
IN WITNESS WHEREOF, Miami Beach and the Bureau have caused this Agreement to
be duly executed in their name and on their behalf by their duly constituted officers, and the
Bureau has caused this Agreement to be duly executed by its duly authorized corporate officers,
all as of this J day of , 20
Attes :
14 0 - -
City Clerk
Attest:
/Se e ry
e Orosz
Print Name
STATE OF FLORIDA
COUNTY OF DADE
ow"'Oo i% "W wil-1210 "'m 00 1. A
24 VA
GREATER MIAMI CONVENTION &
VI ®SI_TORRS BUREAU
President
William D. Talbert, III
Print Name
SS:
The foregoing instrument was acknowledged before me this 0 day of
!{cth , 2010, by Matti Herrera Bower, Mayor and Robert Parcher, City Clerk, or
their designees respectively, on behalf of the CITY OF MIAMI BEACH, known to me to be the
persons described in and who executed the foregoing instrument, and acknowledged to and
before me that they executed said instrument for the purposes therein expressed.
WITNESS my hand and official seal, this 3e day of 1 r - C , 4 , 2010.
LILLIAN BEAUCHAMP
MY COMMISSION # DD 530416
EXPIRES: April 29, 2010
Bonded ThrU Notary Publio Underwriters
Notary Public, State =Floridaat Large
Commission No.: APPROVED AS TO
My Commission Expires: FORM & LANGUAGE
& FORE t=UTION
23
ae
STATE OF FLORIDA
COUNTY OF DADE
SS:
The foregoing instrument was ac � owled ed beforg me this day of
2 G �1 2010, by i l I , - - 0 , GI 6�L� °f" President, and
0C 4z (-) 0$ 5 2�-, Secretary, or their designees respectively, on behalf of the GREATER
MIAMI CONVENTION& VISITORS BUREAU, known to me to be the persons described in
and who executed the foregoing instrument, and acknowledged to and before me that they
executed said instrument for the purposes therein expressed.
WITNESS my hand and official seal, this c)L� day of r06(. P GA , 2010.
ataxy Public, State �of lorida t ge
Commission No.:
My Commission Expires:
row0r ° oe 4^ Notary Public State of Florida
Maria R Errazquin
r_ • a My Commission DD966706
q .
��` Of fvo Expires 0510912014
24
Exhibit "A"
"New Strategic Plan"
[To be inserted pursuant to Section 1.010)]
25
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rOTOM W
Destination Strategic Plan Update — FY 2009/2010
209
GREATER MIAMI
CONVENTION &
OEM VISITORS BUREAU
Destination Strategic Plan Update
Goal #1 — Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraetion Assets
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GMCVB
A. Miami Beach Convention
e Secure Funding,
® General Obligation Bond
City of Miami Beach
Center
0 Finalize Design Plan,
measure passed ($55 million
Global Spectrum
0 Assess Facility
approved),
Miami-Dade County
IA. 1. Continue to support
Competitiveness/
0 Convention Sports & Leisure
and advocate for the planned
Needs,
(CSL) Study completed.
expansion of the Miami
. 05/06 dialogue with M13 and
Beach Convention Center as
county on how best to proceed
well as providing
0 Architects input and
collaborative input and
stakeholders meeting
assessmcnt.of the facility as
completed
possessing the latest and
0 Ongoing meetings with City
emerging state-of-the-art
Miami Beach/County/Global
services /facilities.
Spectrum to identify additional
funds for overall project
® Updated CSL Study in FY 07-
08
GMCVB
A. Miami Beach Convention
e Assess Industry Trends/Needs.
Ongoing analysis of trends
City of Miami Beach
Center
® Develop Appropriate Incentive
$60,000 Incentive Fund
Global Spectrum
Packages,
proposed for FY 08-09
Miami-Dade County
I.A.2. Continue to monitor
6 Develop Criteria to Monitor
Criteria established internally.
City of Miami
industry trends, best
Effectiveness,
d MB Task force /General
GMCVB Member
practices as well as
0 Meet Global Spectrum /Bureau.
Managers meeting provide
Hotels
competitive challenges to
0 Align with Miami Dade Sports
opportunity for continued
provide and support
Commission for summer
analysis of needs, trends, etc,
incentives required in order
business,
In FY 08-09 analyze
to effectively compete.
International potential for
MBCC,
GMCVB
B. Other Meetings Facilities
® Assess Industry Trends/Needs.
6 Assessment ongoing/ with
City of Miami Beach
0 Assess Facility
hotels/ task force meetings,
Global Spectrum
1.13.1. Continue to support
Competitiveness/Needs,
general managers, etc.
Miami -Dade County
and advocate for the
Profile & Target "High Value"
® "High Value" implementation
City of Miami
optimum use and promotion
Customers,
underway through the
GMCVB Member
of other meetings venues
implementation of a Meetings
Hotels
within the community,
Express Department (direct
mail), wobsite profile and
subsequent programs directed
to this audience,
® Downtown incentives used as
additional sales tools for
shoulder business,
0 Added Carnival Center for the
Performing Arts as venue 1,e.
Choral Directors in FY 06.07
and GALA Choruses in
FY 07-08,
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
Miamictnd2l 0.-hes,conn
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1 — Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
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C. Airport(Scuport
0 Assess Industry TrendsfNeeds•
* Initial Customer Service
Miami -Dade County
Productivity
4 Solidify Strategic Alliancc
Program launched at MIA.
Miami International
I.C.1, Continue to support
Partners,
® Pre & Post Cruise Promotion
Airport
strategic alliances with
® Develop and Implement
Program funded with Pon of
Port of Miami
Miami International Airport
Integrated Sales and Customer
Miami for FY 06-07 and
Miami Airline Carriers
and the Port of Miami
Service Marketing Plans
proposed for FY 07.08,
GMCVB Member
designed to maximize the
Involving All Partners,
* Citywide welcome program
Cruise Lines
number of overnight visitors
launched in FY 06-07 for larger
OMCVB Member
generated.
meetings and conventions.
Hotels
0 New Route Development
opportunities continue being
explored with MIA,
® Comprehensive Customer
Service program launched in
partnership with all key
stakeholders including airport,
seaport, taxis and hotels
including secret shopper
program and branding
initiative.
0 Developed a co-op marketing
program with MIA, the Port of
Miami, American Airlines and
the Beacon Council to promote
Greater Miami and a preferred
destination to live, work and
play
® Participated in Miami Beach
Mayor's Blue Ribbon Task
Force on Tourism.
® Establish partnership with
Miami Beach VCA to help
develop additional
enhancements of the guest
experience at MIA and the Port
of Miami,
0 Worked with MIA to
coordinate multkageney
participation in comprehensive
customer service initiative for
POW WOW delegates,
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
mlamionc211 -,hes.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1 — Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
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D. Attractions
a Conduct Assessment of Current
® Attractions Sub-Committee
Attractions Alliance
"Attractions Package"
established,
1,D.1 Take an active role in
(SWOT),
0 Attractions Co-Op Advertising
monitoring the
® Profile and Target "High
Program implemented in FY
competitiveness of
Value" Customers,
05-06, FY 06-07, FY 07-08 to
"attractions" assets and their
be continued in FY 08-09,
relevance to the expectations
a Working with the established
of current or potential visitor
GMCVB Attractions
profiles.
Subcommittee, Staff developed
and implemented a regional
cooperative advertising
program that generated an
additional $50,000 in partner
revenue under the "Amazing
Miami Attractions" umbrella,
0 New website and brochure
dedicated to attractions was
launched under the umbrella of
Amazing Miami Attractions.
0 New cooperative advertising
program showcasing for the
first time a combined ticket
offer by three of the major
attractions.
0 Evolve the GMCVB definition
of "attraction" to be consistent
to that established by the
Florida Attraction Association
(FAA) and update marketing
channels accordingly,
a Work with the attractions to
help promote now and
significant developments (i.e.
Miami Seaquarium's Dolphin
Harbour, Metrozoo's Amazon
& Beyond, etc,)
a Committed to have consistent
presence for an attractions
representative at major Trade
and Media efforts.
0 Develop plan for a first-ever
"Miami Attractions Month" in
FY 09/10 modeled after Miami
Spice and Miami Spa,
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8 -27-09
Mlamianc212.hes.corn
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Flan Update
Goal #1— Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
Miami -Dade County
State of Florida
Coastal Communities
Beachfront Properties
GMCVB
Miami -Dade County
State of Florida DOT
Local Municipalities
GMCVB
E. Beach Renourishment
and Revitalization
I .E.l Ensure the
maintenance, protection and
optimum accessibility of the
region's beaches by working
with local municipalities,
County, State and Federal
agencies to ensure that a
proper and coordinated plan
is in place.
F. Way Finding and
Transportation
1,F,1. Encourage, advocate
and support the development
and expansion of a
community -wide way -
finding program.
Establish /Strengthen
"Coalition ".
Review /Assess Current Plan.
Establish Consensus on Next
Steps,
Establish /Strengthen
"Coalition ".
Review /Assess Current
System(s) including Signage
and Collateral Materials,
Establish Consensus on Next
Steps,
• No current GMCVB funds
committed.
® $25,000 allocated in FY 05.06
to support initiative, Funds
rolled -over to a new proposed
$50,000 for FY 06 -07,
® In FY 07 -08, GMCVB stands
ready to partner with
municipalities and FDOT and
will earmark funding to
leverage in the development of
a community -wide program,
0 GMCVB is working with
Miami Dade Consumer
Services Division to develop
updated collateral material to
be distributed at Rental Car
counters to assist visitors.
® GMCBV is working with
Miami -Dade Consumer
Services to include additional
information on collateral
materials distributed to visitors
that would include details on
the SUNPASS program.
® Actively supporting the
development and promotion of
the Miami Intermodal Center at
MIA that will serve a large
number of visitors. The Rental
Car Center component is
schedule to open in May 2010,
A Shared Vision; To be America's Premier Tropical, Cosmopolitan Destination
Rev; 8 -27 -09
Minmiond213 hes.com
® GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic flan Update
Goal #1— Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand .Attraction Assets
Miami -Dade County
F. Way Finding and
6 Establish/Strengthen
See 1.F1 , above
State of Florida DOT
Transportation
"Coalition ".
Local Municipalities
O Concurrent with 1.F.1,
GMCVB
1,17,2, )encourage, advocate
Review /Assess Current
Private Transportation
and support the development
System/Services,
and expansion of
0 Establish Consensus On Next
Public /Private
Steps.
Transportation services that
assist in serving visitor
needs.
m iami -Dade County
F, Way Finding and
W Establish /Strengthen
a See U.I. above
State of Florida DOT
`transportation
"Coalition ".
Focal Municipalities
o Identify Funding Source.
1.1 Forge a
o Based on Findings/
public /private partnership
Recommendations of 1.F.1. &
with stakeholders to design
1,1 Develop Overall Funding
an optimum and efcient
Requirements.
funding mechanism to
support transportation
systems and services.
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev; 8 -27 -09
5
Miomiand214;hes,com
GREATER MIAMI
CONVENTION &
oil VISITORS BUREAU
Destination Strategic Plan Update
Goal 92 — Enhance
the Visitor Experience
ONE
OR
P9.
GMCVB
A, Service & Attitude
a Establish/Strengthen
0 FY 04-05 Service & Attitude
GMCVB Member
"Coalition",
Program collaboration with
Hotels
2.A,1. Support and
a Survoy/Evaluate Current
Miami Beach VCA funded,
Related Hospitality
advocate for the creation and
Service Levels/Needs,
0 GMCVB has budgeted "Seed"
Industry
establishment of a
® Identify/Review "Best
dollars for expanded
Associations
collaborate "Service &
Practices",
collaboration in both the FY
Attitude" culture within the
® Collaborate, with Stakeholders
0506 and newly proposed FY
broadest possible scope of
to Develop Action Plan for
06-07 budget,
the hospitality industry
Next Steps,
GMCVB launched
ensuring that service levels
0 Establish a "Branding
comprehensive customer
and customer perceptions
Strategy" to launch initial
service initiative in FY 06-07
exceed leading industry
program,
with secret shopper component
standards,
and branding effort,
• In FY 06-07, GMCVB
formally launched the "Miami
Begins with Me" customer
service brand, produced various
customer service tools as well
as an advertising awareness
campaign,
0 In FY 08-09, Expanded
Customer Service effort under
Miami Begins with Me in
partnership with Miami -Dade
College in preparation for
POW WOW,
Miami-Dade County
B, Taxi Service
0 Establish/Strengthen
® Comprehensive Customer
GMCVB
"Coalition".
Service program launched in
Taxi & For hire
2.13.1. Continue to take an
a Survey/Evaluate Current
FY 06-07 in partnership with
Vendors
active and supportive role in
Service Levels/Needs.
all key stakeholders including
GMCVB Member
the ongoing commitment of
0 Identify/Rcyiew "Best
airport, seaport, taxis and hotels
Hotels
ensuring the highest levels of
Practices".
including secret shopper
Miami International
Taxi and for -hire service
0 Collaborate with Stakeholders
program and branding
Airport
including operating
to Develop Action Plan for
initiative.
Poll of Miami
standards, service and
Next Steps,
W GMCVB partnering with
Greater Ft, Lauderdale
attitude and distribution
0 Establish annual taxi industry
Consumer Service Division to
CV8
systems including
recognition activity on-site at
recognize taxi drivers of the
Ft.
maximizing the arrival and
key hubs (Airport/Convention
quarter and year,
Lauderdale /Hollywood
departure of visitors at Ft.
Conter/Hotels),
® Taxi Appreciation Event
International Airport
Lauderdale/ Hollywood
launched in FY 07-08 in
International Airport,
cooperation with Miami Dade
County CSD and MIA.
a Special customer service
recognition in GMCVB
publications
® In FY 07-08, developed close
partnership with Miami Dade
Consumer Services Taxi
Miami and 215:hes.com
EM GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal 42 — Enhance the Visitor Experience
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8 -27 -09
Miamiand 216.hes.com
Division and helps train new
drivers and co- sponsors
recognition award for
exemplary drivers,
R Developed a Taxi Driver
Handbook to assist drivers in
finding key visitor locations in
the eommuni ,
GMCVB
C, Repeat Visitors
w Develop/Implement Research
Y See 3,C,1.
GMCVB Members
Methodologies to
Miami International
2,C,1, Incorporate
Establish/Gxpand "Repeat
Airport
strategies in both research as
Visitor" Profile Including
Port of Miami
well as service and attitude
Strengths, Weakness,
programs designed to
Opportunities and Threats,
support the maximum
Y Evaluate Funding and Develop
generation of "repeat
Recommendations to Support
visitors" to the destination,
Program to Target and Attract
"Repeat Visitor ".
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8 -27 -09
Miamiand 216.hes.com
GREATER MIAMI
CONVENTION &
EM VISITORS BUREAU
Destination Strategic Plan Update
Goal H3 — Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
ine
GMCVB
W
A. Leisure, Sales and
Marketing
3.A.1, Design and implement
a fully- integrated Sales and
Marketing Plan in support of
this desired outcome while
defining and targeting High
Value Customers that will
optimize available resources.
g
0.3 4
�11111 N
Design Plan for FY 04-05 in
conjunction with Development
of Program of Work Utilizing
Template Outlined in SP
Section 111,
0 FY 05.06 Marketing Plan
established and implemented.
0 FY 06-07 Marketing Plan
established and implemented,
® FY 07-08 Marketing Plan
established and implemented,
a FY 08-09 Marketing Plan
established and implemented,
OMCVB
A. Leisure Sales and
o Incorporate Spocific Strategies
0 FY 05-06 Marketing Plan
Industry Stakeholders
Marketing
in Fully-Integrated Marketing
established and implemented.
Plan and Program of Work,
a FY 06-07 Marketing Plan
3,A.2. Continue to grow
Monitor Results,
established and implemented,
domestic and international
0 FY 07-08 Marketing Plan
overnight visitors while
established and implemented,
maintaining optimum
0 FY 08-09 Marketing Plan
average daily room rates and
established and implemented,
occupancy performance for
area hotels
GMCVB
A, Leisure Sales and
0 Incorporate Specific Strategies
® FY 05-D6 Program of Work
Industry Stakeholdcrs
Marketing
in Fully- Integrated Marketing
established and implemented.
Plan and Program of Work,
0 FY 06-07 Program proposed.
3,A.3. Continue to focus on
a Monitor Results,
® Summer Festival Season Sales
growing summer and
Initiatives continue to be
shoulder overnight visitation.
expanded,
® First-ever "Family" themcd
summer TV spot developed.
® Television program expanded
with private co-op funds
(Liberty Travel) in FY 05-06.
Further expanded Miami Spice
Restaurant month in August
and September with record
number or participating
restaurants in FY 06-07 with
87 and added attractions
component.
* Most aggressive festival season
sales blitz to date in FY 06-07
with 59 cities targeted
* New TV spot in FY 06-07
running in ali key domestic
markets incorporating
SurnmerbyMiami,com url.
Program continuation proposed
for FY 07-08.
(continued on next page)
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GREATER MIAMI
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Goal #3 — Optimize ,Sales Marketing activities Resulting in Maximum Performance and Results
Miamianc218:hes.com
® In FY 07 -08, launched a new
brand positioning utilizing art,
culture and design under the
umbrella of "Express Yourself'
in print, internet and TV
strategically timed to increase
summer travel to Miami,
® In FY 07 -08, established first
ever Miami Spa Month in July
to encourage incremental
national and regional summer
tourism,
® In FY 07 -08, significantly
expanded Miami Spice
Restaurant Month to include
more than 100 restaurant and
hotel packages.
® In FY 07 -08, leveraged Miami
Spa and Miami Spice as part of
summer "Vacation in your own
Backyard" strategy,
® In FY 07 -08, continued
summer sales blitz strategy
visiting all major primary and
secondary domestic markets
meeting with travel trade.
C In FY 07 -08, conducted a
promotional "Express
Yourself' summer stunt in
NYC's Bryant Park to generate
incremental media impressions.
® In FY 08 -09, summer efforts
included launching MIAMI
443 value- centric promotion,
Buy Local efforts, secured
record number of participants
in Miami Spice and Miami Spa
promotions, staged a
promotional stunt in Chicago.
GMCVB
B, Convention Sales and
Incorporate Specific Strategies
o FY 08 -09 Program of Work
City of Miami Beach
Services
in Fully- Integrated Sales and
established and proposed.
Global Spectrum
Marketing Plan and Program of
® Streamlining Meeting Planner
City of Miami
3.B.1, Design and
Work.
RFD's on the web, with 24
implement a convention
hour response and upgrade of
sales and service strategy
the services provided will
that targets the optimum
continue in FY 08 -09.
conventions, meetings and
® Geographical task force with
events utilizing area
hoteliers continues. Beach,
Convention Centers as well
Downtown, and Airport,
as specific meetings venues
m FY 07 -08 established close
in partner hotels.
working relationship with
Miami -Dade Sports
Commission which will
Miamianc218:hes.com
GREATER MIAMI
mm CONVENTION &
VISITORS BUREAU
Services
Goal 93 — Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
continue in FY 08 -09 as we
solicit summer /shoulder
business.
® Partnership with Hinton &
Grusich netted good results
with a higher RO1 . We will
expand sales efforts and
partnerships opportunities in
FY 08 -09.
a Developed the MIA -ROI
program showcasing and
packaging incentives to the
GMCVB
Industry Stakeholders
City of Miami
Destination Strategic Plan Update
Sales and
® Incorporate Specific Strategies
in Fully- Integrated Sales and
Marketing Plan and Program of
Work.
3.8.2. Expand current
programs and strategies
designed to stimulate and
support generation of leads
and bookings of shoulder
and summer business.
B. Convention Sales and
Services
3.8.3. Design and implement
a comprehensive Convention
Services Plan that provides
optimum service and
coordination to meet the
needs of meeting planners,
delegates and vendors.
a Incorporate Specific Strategies
in Fully- Integrated Sales and
Marketing Plan and Program of
Work,
• "Meetings Express" division
continues and has expanded.
Staff reorganization and
redeployment once again
reviewed to meet expectations
of hotels.
Expanded D.C. Regional office
to include bookings, as well as
lead generation, and ownership
of house accounts,
a Generation of shoulder
business in the works with our
partnership with Miami -Dade
Sports Commission.
® In FY 08 -09 a fully developed
and enhanced D -3000 software
for Sales and Services will be
implemented.
a Pursue International Market
with Tourism Sales
Department.
* Expand Web Advertising to
drive corporate leads,
• Convention Services
department continues to
redeploy staff to better meet
the demands of the smaller
meetings market.
• Enhanced website presence
with toolkit feature, providing
clients with local information,
press releases, photography and
other resources.
• Continuation of web -based
past - convention Client Survey
tool; return rate in excess of
3 S% to date.
• Newsletter for clients will be
10
Micmianc 219 ,-hes.com
GREATER MIAMI
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VISITORS BUREAU
)Destination Strategic Flan Update
Goal #3 — Optimize Sales Marketing Activities Resulting in Maximum Performance and )Results
expanded in FY 08 -09 to
educate and inform meeting
professionals interested in
Greater Miami.. Circulation
expanded to over 1,800
quarterly recipients,
C. Research
3.C.1. Expand upon current
research methods (intercept
surveys) to validate and
further define and profile
visitors and potential
visitors.
C.
3,C.2. Develop research
models that help define and
delineate High Value
Customers including areas of
interest, visitor expectations,
seasonal travel patterns,
party size and composition,
related activities and
competitive destination.
m Evaluate Current Research
Models.
® Design Additional Research
Methodologies,
0 Implement Program.
9 Monitor and Evaluate Results.
• Identify, Revised, Expanded
and /or Now Research
Methodologies in support of
Strategy.
• Incorporate Current and New
Research Models in FY 05.06
Program of Work.
In addition to ongaing
research, $90,000 earmarked
for FY 07 -08 to support
additional "strategic' research,
In addition to the "Repeat"
research and the on -going
GMCVB survey program, the
GMCVB is looking to expand
Its use of syndicated research
to compliment its current
efforts. This will provide
validation for the current
assumptions being drawn from
the existing database.
In FY 08 -09, develop
additional research programs
that will help better evaluate
emerging markets that have the
potential to positively or
negatively impact the
destination.
In FY 0809, developed
monthly dashboard of key
performance indicators;
research partnership with FIU
Hospitality school to asscss the
impact of an "open" Cuba,
See 3,C.1, above
3,C.3. Develop research
models that further identify
current "non- visitors" to the
destination,
• Idcntiiy Expanded and /or New
Research Methodologies.
• Incorporate Current and New
Research Models in FY 05.06
Program of Work.
® In FY 08 -09, utilize syndicated
sources and partnerships to
better establish profiles of non -
visitors and potential revenues
not being captured.
11
Miamianc 220:hes.com
CaREATER MIAMI
ffim CONVENTION &
VISITORS BUREAU
Destination Strategic Plaza Update
Goal #3 Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
On -Line Partners
GMCVB
Interiocal Partners
Industry Stakeholders
GMCVB
C. Research
3,C5. Develop GMCVB
website capabilities and
menus and page -view
options to assist in
developing "profiles" of
visitors both in terms of
quantitative traffic to and
within the site and
qualitative interests of users.
D. Funding
3.D,I. Strengthen interlocal
partnerships and maximize
prioritization, use and
leverage of tax dollars in
support of destination sales
and marketing.
9
3.D.2. Evaluate the current
Membership dues and
services structure identifying
opportunities to increase
member participation and
investment.
• Design and Implement
Capabilities As Part of New
Website Expansion and
Redesign.
• Identify and Strengthen
Coalition,
• Develop Process for
Establishing Prioritization and
Leveraging of Resources,
• Design and Implement
Assessment.
• Research and Identify "Best
Practices ",
• Develop Recommendations for
Next Steps,
• Phase I of website expansion
and redesign implemented.
• Phase If to be implemented at
the end of FY 05 -06.
• "Opt -In" and "Customer
Relationship Marketing
Programs expanded,
• Implemented expanded website
analysis program utilizing
industry standard "Google
Analytics" to fully measure
visitation patterns,
• In FY 08 -09, launch a major
development of the core
GMCVB website fully
integrating various web 2.0
strategies & D3000
• Long -term contract secured
with Miami Beach,
• GMCVB assisted in passage of
General Obligation Bond
program ensuring additional
resources for numerous
industry- relatcd needs.
• New Corporate Sponsor
Program launched in FY 05 -06
to be expanded upon in FY 06-
07,
• Additional corporate sponsors
secured in FY 06 -07.
• Researching new member dues
structure in line with industry
standards for implementation
in FY 07 -08 which will result
in incremental revenue.
• In FY 08 -09, finalize
implementation of now
member dues structure that was
launched in FY 07 -08 and
establish a new base level of
revenue that includes several
anticipated new properties and
expansions.
• FY 08 -09 was first full year of
new dues structure which has
resulted in revenue growth year
over year.
]2
Minmiand 221;hes.Gom
GREATER
CONVEN71O &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 — Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
D, Funding
® Research and Identify "Best
a IMG contract secured.
In FY 06 -07, GMCVB secured
Practices ",
Sponsorships of
3,D.3. Develop and
a Identify and Prioritize "Menu"
Programs/Events such as
implement a comprehensive
of Opportunity.
Sunglass Hut Swim Show and
"sponsorship" program
® identify and Recruit
Campo Viejo Restaurant
designed to generate private
Cooperative Partners.
Month secured.
investment/sponsorship
s Design and Implement
W In FY 07 -08, renewed
opportunities,
Comprehensive Plan,
sponsorship support of Ml am!
Spice with Pernod Ricard via
grants through our Cultural
IMG and also secured
efforts and other niche
American Express as
presenting sponsor internally.
Exploring additional partners
6 in FY 08 -09, the GMCVB
for launch of Miami Spa month
successfully secured grants
in July 08,
o In FY 07 -08 successfully
expanded the American
TDC and Miami VCA to
Express relationship to include
support POW WOW; GMCVB
sponsorship of Miami Spa
Month — a first time initiative —
in addition to Miami Spice;
competitive Knights foundation
Looking to renew and expand
arts rant,
this partnership in FY 08 -09,
e In FY 08 -09, large -scale
partnership with American
Airlines and the Beacon
Council resulted in
dramatically increased private
revenue and expansion of key
marketing programs like
Miami Spice, Miami Spa and
new efforts like Miami
Museums Month also resulted
in significant private revenue
GMCVB
D, Funding
0 Research and Identify "Best
In FY 06 -07, GMCVB secured
Practices ",
a grant to help promote our
3,D,5, Develop a grant-
Q Identify and Recruit
heritage assets through the
seeking and foundation
Cooperative Partners,
Community Relations
solicitation program.
committee and will be
aggressively seeking additional
grants through our Cultural
efforts and other niche
programs,
6 in FY 08 -09, the GMCVB
successfully secured grants
from the Miami -Dade County
TDC and Miami VCA to
support POW WOW; GMCVB
was a finalist for a highly
competitive Knights foundation
arts rant,
13
Miamiand 222,hes,com
lim GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plant Update
Goal #3 — Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
GMCVB
D. Funding
9 Evaluate Current Programs and
a FY 05 -06 Co -op Program
"Cooperative Menu ",
implemented.
3.D.6. Expand current
® Research and Identify `Best
V In FY 04 -05 and in FY 05 -06
cooperative advertising
Practices ".
the GMCVB expanded its
programs and solicitation
® Develop and Implement
portfolio of cooperative
efforts to Optimize
Expanded Program Offerings.
marketing opportunities to
investment and leveraged
include programs showcasing
opportunities for cooperative
the following aspects of our
partners,
community: cultural
institutions, attractions,
meetings and conventions,
boutique hotels, retail
establishments, gay and lesbian
offerings and events, as well as
a Festival Season cooperative
effort aimed at generating
incremental business for the
shoulder/ summer season,
e FY 06 -07 Program was
expanded and incorporated an
industry first "magalog"
program showcasing major
hotel partners; Additional
programs were launched with
attractions, restaurants and new
initiatives in FY 07 -08 will
include spas, luxury hotels to
target additional high value
customers,
® In FY 07 -08, programs were
expanded in the areas of digital
marketing and launched the
most comprehensive menu of
options to date in addition to
traditional print efforts; further
transition to digital will occur
in FY 08 -09.
0 In FY 08 -09, GMCVB digital
co -op programs expanded
dramatically in sales and scope;
Miami Spice and Miami Spa
also secured a record number
of partner dollars.
GMCVB
E. Marketing
0 Evaluate Current Research
® Using additional research
Methodologies and Finding.
methodologies and partners to
3.131 Produce a Market
0 Identify and Incorporate
supplement data from the core
Assessment that will assist
Additional Methodologies,
research program allowing
identification and targeting
4 Produce Assessment.
GMCVB to better target its
of High Value Customers for
marketing efforts,
sales and marketing efforts.
14
Miamianc 223 �hes.corn
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 — Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
I '
%&g xi
GMCVB
4 PE
E, Marketing
312, Design and adopt a
fully-integrated marketing
plan for all sales and
marketing initiatives as part
of the budgeting and
planning cycle.
U P k' ' - 11 -
", �rsov' 4
1 $0E "_"gg
Develop Plan (Using Template
in S? Section 111) as Part of FY
05.06 Program of Work.
M I.. a
V
* FY 05-06 Program established
and implemented.
0 FY 06-07 Program established
and implemented,
6 FY 07-08 Program established
and implemented,
® FY 08-09 Program established
and implemented,
GMCVB
F. Internet/Website
® Assess Current Website and
® Ongoing
Marketing
Internet Marketing Strategies.
0 The GMCVB partnered with
0 Based on Findings — Design
USDM, a national leader in
3,17.1. Continue the
and Implement Comprehensive
website marketing, to
expansion and evolution of
Program.
redevelop its website and to
the GMCVB website,
assist on an on-going basis in
the development of marketing
efforts, The website was re-
launched in fall '04 with
particular emphasis on
integrated promotions and
other channels that will allow
us to better develop better
profiles of visitors to the
website utilizing eCRM. This
includes proactive, opt-in
registered user programs not
only for consumers but for
meeting planners and travel
professionals, In addition to the
redevelopment, the GMCVB
contracted with USDM for an
on-going relationship to
develop and implement year-
round marketing efforts
including e-mail promotions,
strategic banner placement,
search engine optimization and
other push and pull marketing
strategies,
• This program was expanded in
FY 06-07 to incorporate
multiple on-line cooperative
initiatives with an emphasis on
summer visitation as well as
community server and extreme
desktop technologies.
• In FY 08-09, launch a major
development of the core
GMCVB website fully
integrating various web 2.0
strategies as well as D3000
functionality; in addition,
15
Miamianc224.hes.com
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 — Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
16
miamianc225;hes,com
solicit partners for additional
search engine marketing
(SEM) and search engine
optimization (SEO) efforts,
• In FY 08 -09, launched a
GMCVB Social Media team
that is proactively leveraging
all social media networks to
organically promote the
destination.
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GMCVB
F. Internet/Website
Incorporate Specific Strategy
• In FY 05 -06, internal GMCVB
Marketing
into Overall Assessment and
web team undertook a major
Expanded Program,
overhaul of the main GMCVB
3,F.2, Expanding
website to further improve
"Interactive" components
navigability, visual
resulting in a change from an
representation of our
informational channel to a
community, and more efficient
deliverable product for the
advertising channels.
consumer /visitor,
® In FY 07 -08, GMCVB will
further evolve its website and
interactive strategy to
incorporate additional web 2,0
social networking capabilities.
® In FY 08 -09, redesigned the
homepage of main GMCVB
website fully integrating
various web 2.0 strategies as
well as D3000 functionality; In
addition, solicit partners for
additional search engine
marketing (SEM) and search
engine optimization (SEO)
efforts,
GMCVB
G. Professional Staff
0 Conduct Assessment.
P Current assessment underway.
e Based on Findings,
9 In FY 05 -06 the incentive
3,G,1. Review and evaluate
Recommend Next Steps,
compensation plan for our
current GMCVB personnel
Convention Sales & Membership
Policies (including
Director was revised. The Incentive
compensation and staff
Plan is now comparable to industry
and provides an upside incentive
development) that ensure
opportunity for outstanding
maximum staff
performance,
professionalism and
Y in FY 07 -08 we started the review
performance,
of the staff salary and
compensation program. We
anticipate the completion and
implementation in the coming
fiscal year.
® in FY 08.09 we will perform a
functional malysis of
Administrative Assistants and
Executive Secretarial staff
p ositions.
16
miamianc225;hes,com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #4 — Position
GMCVB as "True Stewards"
and "Voice" for Visitor
Industry
1 ' ply
=10
111M N
-M.
GMCVB
A. Community Relations
Identify and Recruit "Strategic"
9 Community Relations Manager
Partners
retained.
4.AJ Design, adopt and
Design Program and
• FY 06-07 program in
implement a comprehensive
Incorporate Program of Work
conjunction with private
Community Relations
sponsorship program proposed,
Program as well as
0 Newly organized Community
continuing to promote the
relations Committee
impact and importance of the
established for FY 06-07.
Visitor Industry and its
0 In FY 06-07, Community
partners,
Relations committee
successfully secured significant
grant to promote heritage
tourism within the Community.
• In FY 07-08, additional
publications will be introduced
to highlight strategic
community partners and
emerging subdestinations
a In FY 08-09, large scale
partnerships will be explored
with media partners that may
assist in the development of
major heritage tourism
initiatives.
0 In FY 08-09, the GMCVB
utilized POW WOW to
showcase the various unique
aspects of our community to
the travel trade and journalists
through a variety of sightseeing
tours.
GMCVB
13, Governance
0 Review IACVB Standards and
e Board and Executive
"Best Practices"
Committee restructure adopted
4.B,1 Ensure that GMCVB
a Assess Current Structure
and designed.
Executive Committee, Board
of Directors and Standing
Committees are
representative and foster
interaction with the key
sectors of the visitor industry
and the community while
providing for an efficient and
responsible oversight of
GMCVB operations and
direction.
17
Miamlanc226,,hes,com
GREATER MIAMI
CONVENTION &
EM VISITORS BUREAU
Destination Strategic Plan Update
Goal #5 — Establish Measurement Criteria for Each Element of the Strategic Plan (Both
within GMCVB and the Community) Including Clearly Defined Leadership Roles,
Timelines and Funding Requirements
dut 11.55"INR l` 1 �01 1
GMCVB
mpg g
+ . ,
A. Timelines for
Implementation
5.A.I. Develop and
periodically monitor Short-
Term, Mid-Term or Long-
Term Steps.
` S 5 I WIT :.
0 Develop and Adopt Short-Term
Steps and Monitoring
Methodologies
0 Based on Findings, Establish
Time-Line and Work-Plan for
the Identification of Mid-Term
Steps
' =��
*
®
a
9
2.��§m ON g �s
TWA
0
Short Term steps identified,
FY 05-06 program designed
and implemented.
FY 06-07 program proposed
and implemented.
FY 07-08 program proposed
and implemented.
GMCVB
B. Return on Investment
a
Design and Implement Systems
e
Initial formula(s) identified
Criteria
Based on Findings Outlined in
(Section III of Strategic Plan).
SP Section IV,
0
ROI on convention business
5.13.1, Establish Return on
booked is provided in monthly
Investment criteria and
reports.
monitoring systems that
0
ROI Broken dOWD for Center
supervise results and the
business versus In -Hotel
impact of each of the
Bookings,
Bureau's Programs,
Direct and indirect economic
impact of the visitor industry is
compiled based on industry
best practices,
GMCVB
B. Return on Investment
e
Based on Findings and
.
FY 05-06 summary report
Criteria
Performance, Establish a
currently being finalized.
"Value Position" for Return on
®
Analyzing results of findings
5.13.2, Evaluate programs for
Community and Bureau
on a continuous basis,
their effectiveness based on
Resources,
established performance
goals.
A Shared Vision: To Be America's Premier Tropical, Cosmopolitan Destination Rev, 8-27-09
is
Miamian(227:-hes.com
Exhibit "S"
"Sub- market Initiatives (Initiatives)"
[To be inserted pursuant to Section 1.02]
26
TARGET MARKET INITIATIVES
GOAL 1:
ENHANCE THE DESTINATION'S TOURISM INFRASTRUCTURE AND
EXPAND ATTRACTION ASSETS
RESEARCH
CSL Convention Intercepts
CSL Research
Spot Surveys (Lincoln Road, Ocean Drive, Beaches, MBCC)
GOAL2:
ENHANCE THE VISITOR EXPERIENCE
Funding for Miami Beach Visitor Center currently operated by the
Miami Beach Chamber
Miami Beach Visitor Center Promotion
Customer Service Initiatives
Secret Shopper
Rally (VCA,GMCVB, CMB)
Annual Ad
GOAL 3:
OPTIMIZE SALES & MARKETING
Targeted Initiatives
Boutique Hotel Program
Gay & Lesbian Tourism Research & Co -op Advertising
Convention Sales Contract
Tourism Sales Activities /Entertainment Representation
Advertising Co -op
Retail District Ad Campaign w/ parking - targeted distribution
Year Long Cultural Marketing: Bass Museum Marketing
Cultural Leverage
Cultural Tourism
Sleepless Night
Collateral Support
Miami Beach Lure Brochure (Reprint)
Press kits & Facilities Guides
FILM, FASHION & ENTERTAINMENT
Trade Shows
Funds budgeted to support production of Black Book and travel to
select industry trade shows or events. In leveraged partnership with
Miami -Dade County Office of Film & Entertainment, City of Miami
Beach Film Office and others. Specific shows to be coordi
Black Book Production and Reprint
Events /Festival Season
IMG Miami Swim Shows
Camp Miami Beach Brochure
Art Basel Miami Beach
Art Basel Miami Beach - Staff Travel
Miami Beach Resident Program
South Beach Wine and Food Festival Marketing
South Beach Comedy Festival
Other Events (i.e. POWWOW)
MB Golf Club and Normandy Golf Course
GOAL 4:
POSITION GMCVB AS "TRUE STEWARDS" AND "VOICE" OF THE
VISITOR INDUSTRY
Marketing - Public Relations (local marketing initiative)
Monoploy
Shop Miami Beach
Exhibit "C"
[Section 4.02(b)]
27
Exhibit C'
Title ( As of 10 -01 -2004)
Current
Number of
Persons
Holding
Position
Senior Vice President Convention Sales
1
Vice President, Convention Sales
1
Associate Vice President Convention Sales
1
Regional Sales Director
I
Director, Meeting Express
I
Director, Convention Sales
2
Convention Sales Manager
S
Associate Vice President, Tourism
I
Director, Tourism Sales
4
Coordinator Tourism -Sales
I
18
EXHIBIT C
Exhibit "D"
"Public Access Policy
28