LTC 285-2016 MB Miami Beach Suncare Update •
MIAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC# 285-2016 LETTER TO COMMISSION
TO: Mayor Philip Levine and Members the City ommission
FROM: Jimmy L. Morales, City Manager 'I' _A -
DATE: July 1, 2016
SUBJECT: MB MIAMI BEACH SUNCARE U• IATE
The purpose of this Letter to Commission is to provide you with an update on the MB Miami
Beach Suncare licensing program.
The City partnered with Destination Brands International and launched MB Miami Beach
Suncare in March, 2014. Since then they have worked diligently to continue growing the brand;
locally, nationally, and internationally.
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Destination Brands began 2015 with an aggressive growth strategy, taking on a new direction
after feedback from the first year. New direction included focusing on building a stronger local
base and building international relationships. Results of these new initiatives have proven
successful. Some of the results include:
• Expanded regional retail placement:
o Exclusive sales agreement with Miami Beach concessionaires, The Boucher
Brothers, various Miami Beach hotel gift shops, boutiques, spas, pools and in-
room mini-bars — 100 properties in total with 5,500 combined hotel guest rooms.
• National Retail Placement:
o Distribution in Florida, Alabama, Louisiana, Mississippi and Georgia in beach
shops, resort boutiques and spas—250 stores.
o Sold at Target stores in South Florida and online— 5 stores.
o Sold at Navarro stores in South Florida, including Miami Beach — 20 stores.
• International Retail Placement:
o The full line launched in more than 200 outlets in Spain, Portugal and the Canary
Islands.
o Distribution includes a variety of coastal/beach stores, perfumeries/ beauty stores
and mass outlets including El Corte Ingles.
o Program also launch in Italy— 80 Stores.
In 2016, the product line was expanded to include MB Tanning Oil Spray with SPF 8, MB Faces
Sunscreen Lotion, SPF 30 and MB Faces Sunscreen Lotion, SPF 50. The addition of these new
products brings the total product assortment to 10 products.
In addition, the Sunscreen Dispenser Program, which launched 50 free sunscreen dispensers
throughout the city's public beaches, pools, parks was the first in the nation and garnered
national recognition and has served as a model for programs instituted in other cities. The City of
Miami Beach was invited to participate in The White House Cancer Moonshot Summit in
Washington D.C.. The Cancer Moonshoot Summit was announced by President Barack Obama,
during his final State of the Union address. The program established this new initiative to
accelerate cancer research, and tasked Vice President Joe Biden to head up the national effort
to make a decade's worth of advances in cancer prevention, diagnosis, treatment and care in
five years. Miami Beach was in attendance and received recognition from the Vice President.
Financial reports from 2015 reported net sales of$475,000 - an increase of over 239% from the
prior year. Per the contract, royalty payments became due in 2016. The City has received the
first royalty payment in the amount of$33,000.
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JLM/TD/js
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