2014-28662 Reso RESOLUTION NO. 2014-28662
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE
CITY OF MIAMI BEACH, FLORIDA, RETROACTIVELY APPROVING
AND AUTHORIZING THE ACCEPTANCE OF AN ADDITIONAL
$5,500.00 IN SPONSORSHIPS MADE TO THE CITY FOR THE CITY'S
JULY 4, 2014 EVENT, AND FURTHER AUTHORIZING THE CITY
MANAGER, OR HIS DESIGNEE, TO MAKE ANY NECESSARY
REIMBURSEMENTS AND/OR EXPENDITURES FROM THE
AFORESTATED AMOUNT IN FURTHERANCE OF AND
CONSISTENT WITH THE CITY'S JULY 4, 2014 EVENT.
WHEREAS, in 1991, the City of Miami Beach launched the first 4th of July event as a means to
attract more visitors to the City; and
WHEREAS, this event has been carried out year after year as a vehicle to continue to bring more
visitors to the City; and
WHEREAS, the event Includes performances for the public and a fireworks show, all free of
charge; and
WHEREAS, in furtherance of the City's July 4th 2014 event, contributions were made by the
following entities to the City in the cumulative amount of$5,500.00 and these entities were recognized as
event sponsors:
o Coca-Cola;
o Miami Beach Medical Group;
o Classical South Florida Radio;
o Car2Go;
_ o MB Coalition; and
WHEREAS, the City Administration recommends that the Mayor and City Commission
retroactively approve and accept the donations from the above named entities on behalf of the City for the
City's July 4, 2014 event; and
WHEREAS, the City Administration further recommends that the Mayor and City Commission
authorize the City Manager, or his designee, to make any necessary reimbursements and/or expenditures
from the aforestated donations in furtherance of and consistent with the City's July 4, 2014 event.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby
retroactively approve and authorize the acceptance of $5,500.00 in sponsorships made to the City from
the above named entities for the City's July 4, 2014 event, and further authorizing the City Manager, or
his designee, to make any necessary reimbursements and/or expenditures from the aforestated amount
in furtherance of and consistent with the City's July 4, 2014 event.
PASSED and ADOPTED this day of TaLt,� , 2014.
ATTEST:
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City Attorney ' Date
COMMISSION ITEM SUMMARY
Condensed Title:
E foResolution retroactively authorizing the acceptance of$5,500 dollars in sponsorships made to the City
r the annual Fourth of July celebration, a free event.
Key Intended Outcome Supported:
Maximize The Miami Beach Brand As A World Class Destination
Supporting Data(Surveys,Environmental Scan,etc.):The 2012 Community Satisfaction Survey reported
that 66%of all resident respondents felts that the number of family friendly activities and cultural activities are
"about right". Additionally,on average, residents attended 15 cultural activities per year and 13 family friendly
activities per year. These indicate increased satisfaction from the 2009 survey.
Item Summa /Recommendation:
In 1991,the City of Miami Beach launched the first"An American Celebration"as a means to attract more
visitors to this area during the 4th of July. This celebration, due to its great success, has been carried on
year after year as a vehicle to continue to bring more visitors to the city. In order to generate interest in all
areas of the city,the event's location used to alternates between the North Beach community(72nd Street
beach front) and the South Beach Community (Ocean Drive Beach Front) areas. This year the event
returned to the North Beach location and the fireworks were launched from a secured area of the beach at
76th Street. The City also provided FREE transportation from the 42nd Street/Sheridan Avenue and the
North Shore Bandshell.
On July 4th,2014,the City of Miami Beach hosted its 21 st annual July 4th celebration. The event took place
at the North Shore Bandshell, 73rd Street and Collins Avenue. This year's program entitled "Coca-Cola
Presents Fire on the Fourth, Brought to You by the City of Miami Beach, Miami Beach Medical Group And
Classical South Florida Radio" featured performances by the Amber Leigh Band, the Marshall Brothers
Band,and Spam Allstars.The City also partnered with Classical South Florida Radio 89.7 FM to broadcast
the program live on the radio. The fireworks show was accompanied by patriotic melodies compiled by
Classical South Florida. The program began at 11 am with the aforementioned performances followed by a
sixteen(16)minute firework show at 9pm. This year we were also able to offer free yoga on the beach at
73rd Street starting at 9am as well as food trucks starting at noon.
July 4th is an all day event and it was open to the general public at no charge.
Advisory Board Recommendation:
N/A
Financial Information:
Source of Amount Account
Funds: 1 $5,500 011.9322.000352
OBPI Total
Financial Impact Summary:
These sponsors are providing a total of$5,500 in funding and in-kind contributions to offset the costs for July 4th
in addition to$6,500 previously accepted via Resolution No. 2014-28562.
City Clerk's Office Legislative Tracking:
Max Sklar, Tourism and Cultural Development Director
Si g n-Offs•
part nt Director Assistant City Manager Ci Manager
T:\A 014 y\TCEDWuly 4th Sponsor ip Accept ce Summ 2014.doc
MIAMMEACH AGENDA ITEM C 7A
� DATE ;-3:Zy
MIAMI BEACH
City of Miami Beath, 1700 Convention Center Drive,Miami Beach, Florida 33139,www.miamibeachfl.gov
COMMISSION MEMORANDUM
TO: Mayor Philip Levine and Members o bDCITY mmission
FROM: Jimmy L. Morales, City Manager
DATE: July 23, 2014
SUBJECT: A RESOLUTION OF THE MAYOR COMMISSION OF THE CITY OF
MIAMI BEACH,FLORIDA,RETROACTIVELY APPROVING AND AUTHORIZING
THE ACCEPTANCE OF AN ADDITIONAL $5,500 DOLLARS IN
SPONSORSHIPS MADE TO THE CITY FOR THE CITY'S ANNUAL FOURTH OF
JULY CELEBRATION EVENT.
ADMINISTRATION RECOMMENDATION
Adopt the resolution.
FUNDING
Donations (including Sponsorships) made to the City for the July 4, 2014 event will be
expended from 011.9322.00352.
ANALYSIS
In 1991,the City of Miami Beach launched the first"An American Celebration"as a means to
attract more visitors to this area during the 4th of July. This celebration, due to its great
success, has been carried on year after year as a vehicle to continue to bring more visitors
to the city. In order to generate interest in all areas of the city, the event's location used to
alternates between the North Beach community (72nd Street beach front) and the South
Beach Community (Ocean Drive Beach Front) areas. This year the event returned to the
North Beach location and the fireworks were launched from a secured area of the beach at
76th Street. The City also provided FREE transportation from the 42nd Street/Sheridan
Avenue and the North Shore Bandshell.
On July 4th, 2014, the City of Miami Beach hosted its 21 st annual July 4th celebration. The
event took place at the North Shore Bandshell, 73rd Street and Collins Avenue.. This year's
program entitled "Coca-Cola Presents Fire on the Fourth, Brought to You by the City of
Miami Beach, Miami Beach Medical Group And Classical South Florida Radio" featured
performances by the Amber.Leigh Band, the Marshall Brothers Band, and Spam Allstars.
The City also partnered with Classical South Florida Radio 89.7 FM to broadcast the
program live on the radio. The fireworks show was accompanied by patriotic melodies
compiled by Classical South Florida. The program began at 11 am with the aforementioned
performances followed by a sixteen (16) minute firework show at 9pm. This year we were
also able to offer free yoga on the beach at 73rd Street starting at 9am as well as food trucks
starting at noon.
July 4th is an all day event and it is open to the general public at no charge. Marketing efforts
for this event include PSAs and printed ads starting a month prior to the event. The media
July 4th
July 23, 2014
City Commission Meeting
Page 2 of 2
plan included news and local programming coverage for the event, including MB77, the
Miami Beach government channel, as well as radio, television, and newspaper calendars
around South Florida.
The City secured the following sponsors for the event at varying levels of support:
o Coca-Cola
o Miami Beach Medical Group
o Classical South Florida Radio
o Car2Go
o MB Coalition
This year's media sponsors included:
1. The Miami Herald, El Nuevo Herald and Miami.com
2. The Miami New Times
3. Classical South Florida
4. Atlantic Broadband
5. 93.9 MIA
6. 939MIA.com
CONCLUSION
Staff worked diligently to identify funding sources to off-set the costs of producing this event.
The Administration recommends the adoption of the attached Resolution authorizing the
acceptance of these donations, their appropriation to cover costs of July 4th.
JLM/KGB/MAS