2014-28504 Reso RESOLUTION NO. 2014-28504
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF
THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AND
AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE
.AN AGREEMENT WITH KERR AND DOWNS (KDR)
RESEARCH, LLC, TO CONDUCT FOCUS GROUPS WITH
PARENTS OF CHILDREN AT NAUTILUS MIDDLE SCHOOL,
PARENTS OF CHILDREN AT MIAMI BEACH PUBLIC
ELEMENTARY SCHOOLS CHOOSING NOT TO SEND THEIR
CHILDREN TO NAUTILUS MIDDLE SCHOOL, AND PARENTS
OF CHILDREN MIDDLE SCHOOL AGE NOT -CURRENTLY
ENROLLED AT NAUTILUS MIDDLE SCHOOL; SAID
AGREEMENT, IN THE AMOUNT OF $15,000 FROM THE MIAMI
BEACH EDUCATION COMPACT FUNDS, TO UNDERSTAND
HOW WE CAN MAKE NAUTILUS MIDDLE SCHOOL THE BEST
IN THE COUNTRY AND/OR THE CREATION OF A MIAMI
BEACH MIDDLE SCHOOL.
WHEREAS, on January 8, 2008, the City entered into an Education Compact.(the
"Compact") with Miami-Dade County Public Schools (M-DCPS) to support enhanced learning
opportunities for youth in the City's public schools; and
WHEREAS, on January 15, 2014, Commissioner Tobin requested the motion made by
the Committee for Quality Education regarding how best to provide youth in the City of Miami
Beach with the best public middle school options be referred to the Neighborhoods and
Community Affairs Committee (Item C4G) to discuss consideration of the request to strengthen
Education Compact activities as they relate to enhanced learning opportunities for our youth;
and
WHEREAS, the Committee for Quality Education made the following motion at its
January 28, 2014, meeting regarding middle school options in the City of Miami Beach: The
Committee for Quality Education requests the Mayor and Commission support the request to
add a series of questions regarding Nautilus Middle School to the City's 2014 Community
Satisfaction Survey regardless of whether the Commission opts to employ focus groups to
gather data. We recommend the survey and/or focus groups include, but are not limited to the
following topics: academic standards, safety (inside, outside, and web), use of substitute
teachers, public relations from the school, and student transfers; and
WHEREAS, M-DCPS school climate survey data for 2012-13 school year reflects 56
percent satisfied with the choice of educational program offered at Nautilus Middle School, and
59 percent rating the overall atmosphere at the school as positive; and
WHEREAS, per the Compact, the City may conduct parent satisfaction surveys with the
assistance of M-DCPS, including findings on key drivers for satisfaction; and
WHEREAS, enrollment data for Nautilus Middle School reflects a 14.3 percent decline
since 2010; the current Florida Comprehensive Assessment Test (FLAT) grade reflects a C,
with a decline in the percent of students making learning gains of -7.8 percent in reading and -
19.4 percent in math. when compared to the prior school year; the percent of students
transferring to a middle school other than Nautilus Middle has increased by 23.7 percent since
2010; and
WHEREAS, at the February 12, 2014 Commission Meeting (Item R9F), staff was
directed to engage Kerr and Downs Research (KDR) to conduct focus groups to better
understand perceptions of Nautilus Middle School with the following residents: parents who
currently have children enrolled at Nautilus Middle School, parents who decided not to enroll
their children in Nautilus Middle School and those with children in the fifth grade at Miami Beach
public elementary schools opting not to enroll their children at Nautilus Middle School, and
parents of children in the 6-8 grades currently enrolled in private, charter, and magnet schools,
who opted not to enroll their children at Nautilus Middle School; and
WHEREAS, since there are three (3) separate research targets it will be necessary to
conduct at least three (3) focus groups, one with each research target, with a focus group for
non-English speaking residents utilized as well; and
WHEREAS, the anticipated timeframe is four weeks from development of focus group
script to preparation of final report with M-DCPS assisting in the distribution of a City letter to
elementary and middle school parents to identify potential participants for the focus groups; and
WHEREAS, letters will be sent through our parks facilities to identify parents of children
in private, charter, and magnet schools; and
WHEREAS, the City is pursuing a partnership with Florida International University (FIU)
and M-DCPS, to ovide management consultant services at Nautilus Middle School similar to
P 9
other M-DCPS schools; and
WHEREAS, an agreement, be entered into with KDR to facilitate the Nautilus Middle
School focus groups not to exceed $15,000.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND THE.CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA that the Mayor and City
Commission approve and authorize the Mayor and City Clerk to execute an agreement with
Kerr and Downs (KDR) Research, LLC, to conduct focus groups with parents of children at
Nautilus Middle School, parents of children at Miami Beach public elementary schools choosing
not to send their children to Nautilus Middle School, and parents of children middle school age
not currently enrolled at Nautilus Middle School; said agreement, in the amount of $15,000
from the Miami Beach Education Compact funds, to understand how we can make Nautilus
Middle School the best in the country and/or the creation of a Miami B ch Middle School.
PASSED AND ADOPTED this �A"ay of February 2 4.
ATTEST:
INCORP ORA -
APPROVED AS TO
Rafael Gr nado �'• FORM & LANGUAGE
City Clerk &FnR XECUTION
�' Z " orney Date
EXHIBIT "A"
CITY OF MIAMI BEACH
SCOPE OF SERVICES
FOR
FOCUS GROUP SERVICES
L SCOPE OF WORD PURPOSE AND METHODOLOGY
CONSULTANT will conduct up to four(4) focus groups for the following purpose:
1. Investigate issues among parents who currently have children enrolled at
Nautilus Middle School
2. Examine why parents decide to enroll their children in charter, magnet and
other non-religious middle schools rather than in Nautilus Middle School
The focus group research targets are the following:
• Parents of children currently enrolled in Nautilus Middle School
• Parents of 5th graders who plan to enroll their children in charter, magnet
and other non-religious middle schools rather than in Nautilus Middle School
• Parents of middle school students who are enrolled in charter, magnet, and
other non-religious middle schools rather than in Nautilus Middle School
• Optional — parents of one of the preceding groups who wish to speak
Spanish during the group discussion
MODERA TOR AND LOCA TION
A Miami Beach facility meeting room will be used and arranged. The moderator for the
all focus groups will be Phillip Downs, Ph.D. who has moderated over 1,000 focus
groups, including groups with parents of school-aged children at all levels from preschool
to college.
FOCUS GROUPS
Pre-Session Scoping CONSULTANT assigned to deliver the focus groups will work
with city staff to reserve city rooms for focus groups. Letters to parents and program
email will be sent to the Miami Dade County Public Schools for review and approval.
City taff will distribute letters to the public schools as agreed and CONSULTANT will
Y p
handle email distribution. CONSULTANT will develop focus group script and begin
recruitment of participants.
Scope of Services 1 of 3 City of Miami Beach
KERR&DOWNS RESEARCH,LLC("CONSULTANT")
Focus group delivery
CONSULTANT and City will hold focus groups (up to four) at the times, dates and
locations provided.
Post-Focus Group session review: CONSULTANT will provide analysis of results from
focus group sessions and prepare a comprehensive report of findings. Report will be
submitted by CONSULTANT for a post-focus group face-to-face or telephone meeting
with the CONSULTANT and a City Manager's team member.
II. TIMELINE AND PA YMENT SCHED ULE
CONSULTANT will facilitate all focus groups in the agreed upon timeframe.
CONSULTANT will provide feedback to the City Manager after the Focus Groups, as
appropriate, regarding strengths, weaknesses and opportunities for growth/development
regarding middle school feedback received from focus group participants.
CONSULTANT fees for such services are $ 18,200, plus travel expenses not to exceed
$800, inclusive of all other expenses, as described below:
Using a City of Miami Beach meeting room as the facility
Developing the focus group scripts $15500
Recruiting participants $ 700/group
Incentives for participants TBD'
Moderating $1,000/group
Analysis&report $1,000/group
Refreshments $ 100/group
Videotaping $ NC
Cost for 3 groups
$9,900 plus travel expenses(approximately$800)
Cost for 4 groups with 1 conducted in Spanish
$14,200 plus travel expenses(approximately$800)
CONSULTANT will facilitate all focus groups in the agreed upon timeframe.
Reserve City rooms for focus groups February 19 City
Print letters/program emails February 18—21 City(letters)/CONSULTANT
(emails)
Send letters/emails to students/PTAs February 26—28 City(letters)/CONSULTANT
(emails)
Develop focus group script February 20—28 City/CONSULTANT
Recruit participants2 February 28—March 7 CONSULTANT
Hold groups March 18 & 19 CONSULTANT
Analyze results March 20—27 CONSULTANT
'The City of Miami Beach has chosen not to offer a financial incentive of$100 to each focus group participant;
hence, Kerr& Downs Research cannot guarantee a certain number of participants per group.
Scope of Services 2 of 4 City of Miami Beach
KERR&DOWNS RESEARCH,LLC("CONSULTANT")
Prepare report March 27—31 CONSULTANT
Deliver report/present findings TBD
CONSULTANT agrees that the proposed focus groups will be delivered within a period of one
(1)month from the City's issuance of a Notice to Proceed.
Timeline
GOALS AND OBJECTIVES: 2/19/14—4/19/14
Developing the focus group scripts $15500
Recruiting participants $ 700/group
Incentives for participants TBD
Moderating $1,000/group
Analysis &report $1,000/group
Refreshments $ 100/group
Videotaping $ NC
TOTAL SCHEDULED PAYMENTS: 2 Months
Scope of Services 3 of 4 City of Miami Beach
KERR&DOWNS RESEARCH,LLC("CONSULTANT")
PROFESSIONAL SERVICES AGREEMENT
BETWEEN THE CITY OF MIAMI BEACH
AND
KERR & DOWNS RESEARCH, LLC
FOR
FOCUS GROUP SERVICES
This Professional Services Agreement ("Agreement") is entered into thiso* day of February
2014 (Effective Date), between the City of Miami Beach, Florida, a municipal corporation
organized and existing under the laws of the State of Florida, having its principal offices at
1700 Convention Center Drive, Miami Beach, Florida, 33139 ("City"), and Kerr & Downs
Research LLC a limited liability company whose address is 2992 Habersham Drive,
Tallahassee, Florida 32309 (Consultant).
SECTION 1
DEFINITIONS
Agreement: This Agreement between the City and Consultant, including any
exhibits and amendments thereto.
City Manager: The chief administrative officer of the City.
Consultant: For the purposes of this Agreement, Consultant shall be deemed to be
an independent contractor, and not an agent or employee of the City.
Services: All services, work and actions by the Consultant performed or
undertaken pursuant to the Agreement.
Fee: Amount paid to the Consultant as compensation for Services.
.Risk Manager: The Risk Manager of the City, with offices at 1700 Convention Center
Drive, Third Floor, Miami Beach, Florida 33139: telephone number
(305) 673-7000, Ext. 6435: and fax number(305) 673-7023.
SECTION 2
SCOPE OF SERVICES (SERVICES)
2.1 In consideration of the Fee to be paid to Consultant by the City, Consultant shall
provide the work and services described in Exhibit"A" hereto (the Services).
2.2 Consultant's Services, and any deliverables incident thereto, shall be completed in
accordance with the timeline and/or schedule in Exhibit A hereto.
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SECTION 3
TERM
The term of this Agreement (Term) shall commence upon execution of this Agreement by all
parties hereto, as referenced by the Effective Date on page one (1) of this Agreement, and
shall have a term of six (6) months.
Notwithstanding the Term provided herein, Consultant shall adhere to any specific timelines,
schedules, dates, and/or performance milestones for completion and delivery of the
Services, as same is/are set forth in the timeline and/or schedule referenced in Exhibit A
hereto.
SECTION 4
FEE
4.1 In consideration of the Services to be provided, Consultant shall be compensated on
a fixed fee basis, in the amount of $15,000 for focus group services not to exceed four (4)
focus groups including development of focus group scripts, recruiting participants, incentives
for participants, moderating, analysis and reporting, and refreshments. Expenses shall be
reimbursed based on direct costs and within City expense guidelines. Fee will be paid upon
completion of all focus groups. Notwithstanding the preceding, Consultant's compensation
during the Term shall not exceed the maximum sum of$15,000.
4.2 INVOICING
Upon receipt of an acceptable and approved invoice, payment(s) shall be made within thirty
(30) days for that portion (or those portions) of the Services satisfactorily rendered (and
referenced in the particular invoice).
Invoices shall include a detailed description of the Services (or portions thereof) provided,
and shall be submitted to the City at the following address:
Organization Development Performance Initiatives
c/o Dr. Leslie Rosenfeld, Chief Learning and Development Officer
City of Miami Beach, 1700 Convention Center Drive
Miami Beach, FL 33139
SECTION 5
TERMINATION
5.1 TERMINATION FOR CAUSE
If the Consultant shall fail to fulfill in a timely manner, or otherwise violates, any of the
covenants, agreements, or stipulations material to this Agreement, the City, through
its City Manager, shall thereupon have the right to terminate this Agreement for
cause. Prior to exercising its option to terminate for cause, the City shall notify the
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Consultant of its violation of the particular term(s) of this Agreement, and shall grant
Consultant 24 hours to cure such default. If such default remains uncured after 24
hours, the City may terminate this Agreement without further notice to Consultant.
Upon termination, the City shall be fully discharged from any and all liabilities, duties,
and terms arising out of, or by virtue of, this Agreement.
Notwithstanding the above, the Consultant shall not be relieved of liability to the City
for damages sustained by the City by any breach of the Agreement by the
Consultant. The City, at its sole option and discretion, shall be entitled to bring any
and all legal/equitable actions that it deems to be in its best interest in order to
enforce the City's right and remedies against Consultant. The City shall be entitled to
recover all costs of such actions, including reasonable attorneys' fees.
5.2 TERMINATION FOR CONVENIENCE OF THE CITY
THE CITY MAY ALSO, THROUGH ITS CITY MANAGER, AND FOR ITS
CONVENIENCE AND WITHOUT CAUSE, TERMINATE THE AGREEMENT AT ANY
TIME DURING THE TERM BY GIVING WRITTEN NOTICE TO CONSULTANT OF
SUCH TERMINATION; WHICH SHALL BECOME EFFECTIVE WITHIN THREE (3)
DAYS FOLLOWING RECEIPT BY THE CONSULTANT OF SUCH NOTICE. IF THE
AGREEMENT IS TERMINATED FOR CONVENIENCE BY THE CITY,
CONSULTANT SHALL BE PAID FOR ANY SERVICES SATISFACTORILY
PERFORMED UP TO THE DATE OF TERMINATION; FOLLOWING WHICH THE
CITY SHALL BE DISCHARGED FROM ANY AND ALL LIABILITIES, DUTIES, AND
TERMS ARISING OUT OF, OR BY VIRTUE OF, THIS AGREEMENT.
5.3 TERMINATION FOR INSOLVENCY
The City also reserves the right to terminate the Agreement in the event the
Consultant is placed either in voluntary or involuntary bankruptcy or makes an
assignment for the benefit of creditors. In such event, the right and obligations for
the parties shall be the same as provided for in Section 5.2.
SECTION 6
INDEMNIFICATION AND INSURANCE REQUIREMENTS
6.1 INDEMNIFICATION
Consultant agrees to indemnify and hold harmless the City of Miami Beach and its officers,
employees, agents, and contractors, from and against any and all actions (whether at law or
in equity), claims, liabilities, losses, and expenses, including, but not limited to, attorneys'
fees and costs, for personal, economic or bodily injury, wrongful death, loss of or damage to
property, which may arise or be alleged to have arisen from the negligent acts, errors,
omissions or other wrongful conduct of the Consultant, its officers, employees, agents,
contractors, or any other person or entity acting under Consultant's control or supervision, in
connection with, related to, or as a result of the Consultant's performance of the Services
pursuant to this Agreement. To that extent, the Consultant 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 Consultant for
3
performance of the Services under this Agreement is the specific consideration from the City
to the Consultant for the Consultant's indemnity agreement. The provisions of this Section
6.1 and of this indemnification shall survive termination or expiration of this Agreement.
6.2 INSURANCE REQUIREMENTS
The Consultant shall maintain and carry in full force during the Term, the following insurance:
1. Consultant General Liability, in the amount of $1,000,000; naming the City of Miami
Beach, Florida as an additional insured;
2. Consultant Professional Liability, in the amount of$200,000; and,
3. Workers Compensation as required pursuant to Florida Statutes (or proof of exemption).
The insurance must be furnished by insurance companies authorized to do business in the
State of Florida. All insurance policies must be issued by companies 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, published by A.M. Best Company, Oldwick, New Jersey, or its equivalent.
All of Consultant's certificates 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.
Certificates of insurance must be submitted to the City's Risk Manager for approval (prior to
any work and/or services commencing) and will be kept on file in the Office of the Risk
Manager. The City shall have the right to obtain from the Consultant specimen copies of the
insurance policies in the event that submitted certificates of insurance are inadequate to
ascertain compliance with required coverage.
The Consultant is also solely responsible for obtaining and submitting all insurance
certificates for any sub-consultants.
Compliance with the foregoing requirements shall not relieve the Consultant of the liabilities
and obligations under this Section or under any other portion of this Agreement.
The Consultant 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.
SECTION 7
LITIGATION JURISDICTION/VENUE/JURY TRIAL WAIVER
This Agreement shall be construed in accordance with the laws of the State of Florida. This
Agreement shall be enforceable in Miami-Dade County, Florida, and if legal action is
necessary by either party with respect to the enforcement of any or all of the terms or
conditions herein, exclusive venue for the enforcement of same shall lie in Miami-Dade
County, Florida. By entering into this Agreement, Consultant and the City 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.
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SECTION 8
LIMITATION OF CITY'S LIABILITY
The City desires to enter into this Agreement only if in so doing the City can place a limit on
the City's liability for any cause of action, for money damages due to an alleged breach by
the City of this Agreement, so that its liability for any such breach never exceeds the sum of
$18,200. Consultant hereby expresses its willingness to enter into this Agreement with
Consultant's recovery from the City for any damage action for breach of contract to be
limited to a maximum amount of$14,200.
Accordingly, and notwithstanding any other term or condition of this Agreement, Consultant
hereby agrees that the City shall not be liable to the Consultant for damages in an amount
in excess of $14,200 for any action or claim for breach of contract arising out of the
performance or non-performance of any obligations imposed upon the City by this
Agreement.
Nothing contained in this section or elsewhere in this Agreement is in any way intended to
be a waiver of the limitation placed upon the City's liability, as set forth in Section 768.28,
Florida Statutes.
SECTION 9
[INTENTIONALLY DELETED]
SECTION 10
GENERAL PROVISIONS
10.1 AUDIT AND INSPECTIONS
Upon reasonable verbal or written notice to Consultant, and at any time during normal
business hours (i.e. 9AM — 5PM, Monday through Fridays, excluding nationally recognized
holidays), and as often as the City Manger may, in his/her reasonable discretion and
judgment, deem necessary, there shall be made available to the City Manager, and/or such
representatives as the City Manager may deem to act on the City's behalf, to audit,
examine, and/ or inspect, any and all other documents and/or records relating to all matters
covered by this Agreement. Consultant shall maintain any and all such records at its place
of business at the address set forth in the "Notices" section of this Agreement.
10.2 [INTENTIONALLY DELETETD]
10.3 ASSIGNMENT, TRANSFER OR SUBCONSULTING
Consultant shall not subcontract, assign, or transfer all or any portion of any work and/or
service under this Agreement without the prior written consent of the City Manager, which
consent, if given at all, shall be in the Manager's sole judgment and discretion. Neither this
Agreement, nor any term or provision hereof, or right hereunder, shall be assignable unless
as approved pursuant to this Section, and any attempt to make such assignment (unless
approved) shall be void.
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10.4 PUBLIC ENTITY CRIMES
Prior to commencement of the Services, the Consultant shall file a State of Florida Form
PUR 7068, Sworn Statement under Section 287.133(3)(a) Florida Statute on Public Entity
Crimes with the City's Procurement Division.
10.5 EQUAL EMPLOYMENT OPPORTUNITY
In connection with the performance of the Services, the Consultant shall not discriminate
against any employee or applicant for employment because of race, color, national origin,
religion, sex, gender identity, sexual orientation, disability, marital and familial status, or
age.
10.6 CONFLICT OF INTEREST
The Consultant herein agrees to adhere to and be governed by all applicable Miami-Dade
County Conflict of Interest Ordinances and Ethics provisions, as set forth in the Miami-Dade
County Code, and as may be amended from time to time; and by the City of Miami Beach
Charter and Code (as some may be amended from time to time); both of which are
incorporated by reference herein as if fully set forth herein.
The Consultant covenants that it presently has no interest and shall not acquire any
interest, direct or indirectly, which could conflict in any manner or degree with the
performance of the Services. The Consultant further covenants that in the performance of
this Agreement, no person having any such interest shall knowingly be employed by the
Consultant. No member of or delegate to the Congress of the United States shall be
admitted to any share or part of this Agreement or to any benefits arising there from.
SECTION 11
NOTICES
All notices and communications in writing required or permitted hereunder, shall be
delivered personally to the representatives of the Consultant and the City listed below or
may be mailed by U.S. Certified Mail, return receipt requested, postage prepaid, or by a
nationally recognized overnight delivery service.
Until changed b notice in writing, all such notices and communications shall be addressed
9 Y 9
as follows:
TO CONSULTANT: Phillip E. Downs Ph.D.
Kerr& Downs Research, LLC
2992 Habersham Drive
Tallahassee, Florida 32309
TO CITY: Organization Development Performance Initiatives
c/o Dr. Leslie Rosenfeld, Chief Learning and Development
Officer
1700 Convention Center Drive
6
Miami Beach, FL
33139
Notice may also be provided to any other address designated by the party to receive notice if
such alternate address is provided via U.S. certified mail, return receipt requested, hand
delivered, or by overnight delivery. In the event an alternate notice address is properly provided,
notice shall be sent to such alternate address in addition to any other address which notice
would otherwise be sent, unless other delivery instruction as specifically provided for by the
party entitled to notice.
Notice shall be deemed given on the day on which personally served, or the day of receipt by
either U.S. certified mail or overnight delivery.
SECTION 12
MISCELLANEOUS PROVISIONS
12.1 CHANGES AND ADDITIONS
This Agreement cannot be modified or amended without the express written consent of the
parties. No modification, amendment, or alteration of the terms or conditions contained herein
shall be effective unless contained in a written document executed with the same formality
and of equal dignity herewith.
12.2 SEVERABILITY
If any term or provision of this Agreement is held invalid or unenforceable, the remainder of
this Agreement shall not be affected and every other term and provision of this Agreement
shall be valid and be enforced to the fullest extent permitted by law.
12.3 ENTIRETY OF AGREEMENT
The City and Consultant agree that this is the entire Agreement between the parties. This
Agreement supersedes all prior negotiations, correspondence, conversations, agreements or
understandings applicable to the matters contained herein, and there are no commitments,
agreements or understandings concerning the subject matter of this Agreement that are not
contained in this document. Title and paragraph headings are for convenient reference and
are not intended to confer any rights or obligations upon the parties to this Agreement.
[REMAINDER OF THIS PAGE LEFT INTENTIONALLY BLANK]
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IN WITNESS WHEREOF, the parties hereto have caused this Agreement to be
executed by their appropriate officials, as of the date first entered above.
FOR CITY: CITY OF MIAMI BEACH, FLORIDA
ATTEST:
By:
City CIEVrk Ji my L. o ales eo,fl It
C Mana er
lNCORP ORATED'
C� 26
FOR CONSULTANT: Kerr& Downs Research, LLC
ATTEST:
By: 4,2
Secretary Malng4ing Member
ri C14f-Print Name Print Name
APPROVED AS TO
FORM & LANGUAGE
& FO ELUTION
-amity t^i .t��r� Date
a
8
t\A I.AM I B EAC H
City of Miami Beath, 1700 Convention Center Drive,Miami Beach, Florida 33139,www.miamibeachfl.gov
CO MISSION MEMORANDUM
TO: Mayor Philip Levine and Members f the City ommission
FROM: Jimmy L. Morales, City Manager
a
DATE: February 12, 2014
SUBJECT: DISCUSSION REGARDING OCUS GROUPS - NAUTILUS MIDDLE
SCHOOL
BACKGROUND/ANALYSIS
On January 8, 2008, the City of Miami Beach entered into an Education Compact (the "Compact")
with Miami-Dade County Public Schools (M-DCPS). Since the Compact implementation, the City
of Miami Beach has collaborated with M-DCPS to Enhance Learning Opportunities for Youth.in all
Miami Beach public schools. Community survey results in 2012 reflect 91 percent of residents
with children in public schools are very satisfied or satisfied compared to 53 percent and 51
percent very satisfied or satisfied in 2005 and 2007 respectively.
Despite the overall improvement in perception by families with children in public school,
community members continue to voice concerns about Nautilus Middle School. Per the
Compact, the City may conduct parent satisfaction surveys with the assistance of M-DCPS,
including findings on key drivers for satisfaction.
At the January 15, 2014, Commission Meeting, staff was directed to investigate the option of
conducting focus groups regarding Nautilus Middle School in lieu of adding additional questions to
the 2014 Community Satisfaction Survey or hosting an online survey via our SNAP survey
software.
Kerr and Downs Research (KDR) provided the attached proposal for consideration regarding
focus groups. The purpose of the focus groups would be to:
1. Investigate issues among parents who currently have children enrolled at Nautilus Middle
School
2. Examine why parents decide not to enroll their children in Nautilus Middle School
Since there are two (2) separate research targets (parents of children currently enrolled and
parents who decided not to send their children to this school), it will be necessary to conduct at
least two (2)focus groups, one with each research target. KDR recommends not combining these
two research targets into one focus group. The anticipated timeframe is four weeks from
development of focus group script to preparation of final report. Anticipated costs for focus groups
using a City of Miami Beach meeting room facility are as follows:
1. Cost of two (2)groups -$11,000
2. Cost of four(4) groups - $21,000
Agenda Itern-99F
Date vZ-/1�/�/
Discussion Regarding Focus Groups - Nautilus Middle School
February 12, 2014
Page 2 of 2
Additionally, the Committee for Quality Education made the following motion regarding Nautilus
Middle School at their January 28, 2014 meeting:
The Committee for Quality Education requests the Mayor and Commission support the
request to add a series of questions regarding Nautilus Middle School to the City's 2014
Community Satisfaction Survey regardless of whether the Commission opts to employ
focus groups to gather data. We recommend the survey and/or focus groups include, but
are not limited to the following topics: academic standards, safety (inside, outside, and
web), use of substitute teachers, public relations from the school, and student transfers.
Based on the request of the Mayor and Commission, staff recommends the consideration of focus
groups to better identify issues of concern surrounding Nautilus Middle School. Staff will work with
KDR to ensure focus groups are accessible to all Miami Beach residents, and include a bilingual
moderator-if two (2)focus groups or more are preferred.
JLM/KGB/LDR
Attachment
T:AGENDA\2014Tebruary
KERR & DOWNS RESEARCH
Market Research &Opinion Surveys
Proposal for the City of Miami Beach — Focus Groups
Study purpose
1. Investigate issues among parents who currently have children enrolled at Nautilus
Middle School
2. Examine why parents decide not to enroll their children in Nautilus Middle School
Research Design
Research targets.
Since there are two separate research targets(parents of children currently enrolled and
parents who decided not to send their children to this school), it will be necessary to conduct at
least two focus groups,one with each research target. It is strongly recommended to not
combine these two research targets into one focus group.
A critical success factor of a focus group is to have participants build on one another's ideas,
thoughts, experiences,etc. It is rare that customers(e.g., parents whose children are enrolled)and
non-customers(e.g., parents who did not enroll their children) are in the same focus group.
Number of groups.
Focus groups are idiosyncratic as well as qualitative research. One can never be certain if results
from one group are typical. Most professional market researchers recommend conducting at
least two groups per research target. We will present costs for conducted varying numbers of
groups per research target.
Facility.
Option 1.There are professional focus group facilities in Miami. The advantage of using a
professional facility is that officials from the City of Miami Beach can sit"behind the mirror" and
observe the discussions without being in the room with participants.
Option 2.A less expensive alternative to a professional facility is to use a City of Miami Beach
meeting room. Group discussions will still be videotaped in this environment, but City officials
who wish to be present during the discussion must sit at a separate table within the same room.
This option has the advantage of not requiring parents to leave Miami Beach to participate. Kerr
& Downs Research recommends this option.
Moderator
Phillip Downs, Ph.D.
• Moderated over 1,000 focus groups
• Moderated groups with parents of school-age children at all levels from preschool to college.
2992 Habersham Dr. •Tallahassee,Florida 32309
(850)906-3111 •FAX(850)906-3112•http://www.kerr-downs.com
:H:E RR & DOWNS RESEARCH
Market Research &Opinion Surveys
Tune frame
Develop focus group script Week I.
Recruit participants' Weeks 1&2
Hold groups Weeks 2&3
Analyze results Week 3
Prepare report Week 4
Costs
Using a City of Miami Beach meeting room as the facility
Developing the focus group scripts $1,000
Recruiting participants $ 500/group
Incentives for participants $1,000/group
Moderating $1,000/group
Analysis& report $1,000/group
Facility cost&refreshments $ 100/group
Videotaping $ NC
• Cost for 2 groups=$ 8,200
• Cost for 4 groups=$15,400
Using a professional focus group facility
Developing the focus group scripts $1,000
Recruiting participants $1,000/group
Incentives for participants $1,000/group
Moderating $1,000/group
Analysis& report $1,000/group
Facility cost&refreshments $ 750/group
Videotaping $ 250/group
• Cost for 2 groups=$11,000
• Cost for 4 groups=$21,000
References
• For projects with the Florida Prepaid College Plan—Curtis Zimmerman, President,the/
zimmerman/agency, 850.264.8278,Curtis @zimmerman.com
• For projects with young children—Douglas Behrman, Investor,Growing Room,
850.545.6272,doug @dougbehrman.com
• National Association of Secondary School Principals,Jeanne Leonard,CAE,Senior
Director of Marketing and Diversity,703.860.7233, leonardj @nassp.org
'Kerr&Downs Research has been successful in obtaining public school parents'names and telephone
numbers from several county school systems in previous studies.
2992 Habersham Dr. •Tallahassee,Florida 32309
(850)906-3111 •FAX(850)906-3112 •http://www.kerr-downs.com
RESOLUTION NO. 2014-28504
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF
THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AND
AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE
.AN AGREEMENT WITH KERR AND DOWNS (KDR)
RESEARCH, LLC, TO CONDUCT FOCUS .GROUPS WITH.
PARENTS OF CHILDREN AT NAUTILUS MIDDLE SCHOOL,
PARENTS OF CHILDREN AT MIAMI BEACH PUBLIC
ELEMENTARY SCHOOLS CHOOSING NOT TO SEND THEIR
CHILDREN TO NAUTILUS MIDDLE SCHOOL, AND PARENTS
OF CHILDREN MIDDLE SCHOOL AGE NOT CURRENTLY .
ENROLLED AT NAUTILUS MIDDLE SCHOOL; SAID
AGREEMENT, IN THE AMOUNT OF $15,000 FROM THE MIAMI
BEACH EDUCATION COMPACT FUNDS, TO UNDERSTAND
HOW WE CAN MAKE NAUTILUS MIDDLE SCHOOL THE BEST
IN. THE COUNTRY AND/OR THE CREATION OF A MIAMI
BEACH MIDDLE SCHOOL.
WHEREAS, on January 8, 2008, the City entered into an Education Compact (the
"Compact") with Miami-Dade County Public Schools (M-DCPS) to support enhanced learning
opportunities for youth in the City's public schools; and
WHEREAS, on January 15, 2014, Commissioner Tobin requested the motion made by
the Committee for Quality Education regarding how best to provide youth in the City of Miami
Beach with the best public middle school options be referred to the Neighborhoods and
Community Affairs Committee (Item C4G) to discuss consideration of the request to strengthen
Education Compact activities as they relate to enhanced learning opportunities for our youth;
and
WHEREAS, the Committee for Quality Education made the following motion at its
January 28, 2014, meeting regarding middle school options in the City of Miami Beach: The
Committee for Quality Education requests the Mayor and Commission support the request to
add a series of questions regarding Nautilus Middle -School to the City's 2014 Community
Satisfaction Survey regardless of whether the Commission opts to employ focus groups to
gather.data. We recommend the survey and/or focus groups include, but are not limited to the
following topics: academic standards, safety (inside, outside, and .web), use of substitute
teachers, public relations from the school, and student transfers; and
WHEREAS, M-DCPS school climate survey data for 2012-13 school year reflects 56
percent satisfied with the choice of educational program offered at Nautilus Middle School, and
59 percent rating the overall atmosphere at the school as positive; and
WHEREAS, per the Compact, the City may conduct parent satisfaction surveys with the
assistance of M-DCPS, including findings on key drivers for satisfaction; and
WHEREAS, enrollment data for Nautilus Middle School reflects a 14.3 percent decline
since 2010; . the current Florida Comprehensive Assessment Test (FLAT) grade reflects a C,
with a decline in the percent of students making learning gains of -7.8 percent in reading and -
19.4 percent in math when compared to the prior school year; the percent of students
transferring to a middle school other than Nautilus Middle has increased by 23.7 percent since
2010; and
WHEREAS, at the February 12, 2014 Commission Meeting (Item R9F), staff was
directed to engage Kerr and Downs Research (KDR) to conduct. focus groups to better
understand perceptions of Nautilus Middle School with the following residents: parents who
currently have child.ren enrolled at Nautilus Middle School, parents who decided not to enroll
their children in Nautilus Middle School and those with children in the fifth grade at Miami Beach
public elementary schools opting not to enroll their children at Nautilus Middle School, and
parents of children in the 6-8 grades currently enrolled in private, charter, and magnet schools,
who opted not to enroll their children at Nautilus Middle School; and
WHEREAS, since there are three (3) separate research targets it will be necessary to
conduct at least three (3) focus groups, one with each research target, with a focus group for
non-English speaking residents utilized as well; and
WHEREAS, the anticipated timeframe is four weeks from development of focus group
script to preparation of final report with M-DCPS assisting in the distribution of a.City letter to
elementary and middle school parents to identify potential participants for the focus groups; and
WHEREAS, letters will be sent through our parks facilities to identify parents of children
in private, charter, and magnet schools; and
WHEREAS, the City is pursuing a partnership with Florida International University (FIU)
and M-DCPS, to provide management consultant services at Nautilus Middle School similar to _
other M-DCPS schools; and
WHEREAS, an agreement, be entered into with KDR to facilitate the Nautilus Middle
School focus groups not to exceed $15,000.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND THE.CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA that. the Mayor and City
Commission approve and authorize the Mayor and City Clerk to execute an agreement with
Kerr and Downs (KDR) Research, LLC, to conduct focus groups with parents of children at
Nautilus Middle School, parents of children at Miami Beach public elementary schools choosing
not to send their children to Nautilus Middle School, and parents of children middle school age
not currently enrolled at Nautilus Middle School; said agreement, in the amount of $15,000
from the Miami Beach Education Compact funds, to understand how we can make Nautilus
Middle School the best in the country and/or the creation of a Miami Beach Middle School.
PASSED AND ADOPTED this day of February 201
ATTEST:
Philip Levi,e
Mayor
APPROVED AS TO
Rafael Granado FORM &LANGUAGE
Al 4
City Clerk &FOR _"ECUTiOf�
^ ._Gft� orney Date
t