Resolution 2018-30528 RESOLUTION NO. 2018-30528
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI
BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE FINANCE AND
CITYWIDE PROJECTS COMMITTEE AT ITS SEPTEMBER 14, 2018 MEETING, TO
NEGOTIATE WITH PRISM CREATIVE GROUP FOR THE ACTIVATION AND
CULTURAL PROGRAM PLANNING FOR RUE VENDOME AND LUMMUS PARK,
CONTINGENT UPON AVAILABLE FUNDING.
WHEREAS, during the June 29, 2018 Finance and Citywide Projects Committee
("FCWPC") meeting, City staff gave a presentation on a key component of the North Beach
Master Plan ("Master Plan") to transform the Normandy Isles fountain area into a vibrant,
pedestrian-oriented commercial district; and
WHEREAS, the Master Plan states that the fountain area needs to transition from its
current automobile-centric layout to better accommodate pedestrian activity and connectivity
around the corridor and highlights transforming Rue Vendome into a pedestrian street to create
a larger plaza connecting to the Normandy Fountain. After closing of the street, staff together
with Street Plans Collaborative created an art deco sunburst mural and worked with
Greenspace Management to block the side of the street with planters and hung bistro lights; and
WHEREAS, during the July 25, 2018 City Commission meeting, City staff presented a
suggested planned programming for Rue Vendome, which the City Commission referred to the
FCWPC for review; and
WHEREAS, staff planned programming included exploring yoga, meditation, partnering
with Miami-Dade Public Library (MDPL), Zumba, and frozen ice cream and activating daily and
weekly programs, in the short-term, to increase visibility of the local businesses in Normandy
Isle and to create a place for North Beach residents to gather and engage. In addition, a pop-up
park was created with flexible seating, swings, umbrellas, life size games and signage
welcoming the community to relax, sit, and play in the plaza throughout the week; and
WHEREAS, during the July 27, 2018, FCWPC meeting, City staff was directed to
contact two or three creative placemaking companies to engage the plaza further and leverage
the local businesses with new and dynamic programming for Rue Vendome and other potential
North Beach communities; and
WHEREAS, FCWPC recommended that short-term activations, in August 2018, would
better inform staff, the Commission, and the community as to interest in long-term and short-
term potential purposes of neighborhood public spaces and that staff return to FCWPC with
proposals, a presentation, and associated budgets for consideration and feedback from the
residences and business community in October with a 60-90 day activation plan; and
WHEREAS, during the September 14th FCWPC meeting, staff presented that after
contacting three companies in the Miami-Dade County companies that could provide the
desired programming, only Prism Creative Group expressed interest and was currently
preparing to perform similar services in Lummus Park; and
WHEREAS, FCWPC recommended that staff proceed with negotiating with Prism
Creative Group to extend their agreement for community services for Lummus Park to
incorporate Rue Vendome for community activations and cultural programming planning,
contingent upon available funding.
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 accept the recommendation of the Finance and Citywide Projects
Committee at its September 14, 2018 meeting to negotiate with Prism Creative Group for the
activation and cultural program planning for rue Vendome and Lummus Park, contingent upon
available funding.
PASSED and ADOPTED this 17th day of October, 2018.
Mayor Dan Gelber
ATTEST:
Rafael . Granado, City Clerk APPROVE
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MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Jimmy L. Morales, City Manager
DATE: October 17, 2018
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE
FINANCE AND CITYWIDE PROJECT COMMITTEE AT ITS SEPTEMBER 14, 2018
MEETING, TO NEGOTIATE WITH PRISM CREATIVE GROUP FOR THE
ACTIVATION AND CULTURAL PROGRAM PLANNING FOR RUE VENDOME AND
LUMMUS PARK, CONTINGENT UPON AVAILABLE FUNDING.
RECOMMENDATION
Accept the recommendation of the Finance and Citywide Projects Committee.
BACKGROUND
A key component of the North Beach Master Plan was to transform the Normandy Isles fountain area
into a vibrant, pedestrian-oriented commercial district. The Master Plan recommends that the fountain
transition from the previous automobile-centric layout to better accommodate pedestrian activity and
connectivity around the corridor.
Within this recommendation, the Master Plan highlighted transforming Rue Vendome into a
pedestrian street to create a larger plaza connecting to the Normandy Fountain. The City
Commission approved this recommendation during the March 1, 2017 Commission meeting and the
Administration moved to close this street and reimagine the space used for on-street parking.
The City permanently closed off Rue Vendome on Friday, March 31, 2018. Staff further contracted
with the urban design firm, Street Plans, to create an art deco sunburst mural which is currently
painted on Rue Vendome. Additionally, staff worked with Greenspace Management to enhance the
plaza by block the sides of the street with planters and installed bistro lights throughout the plaza to
increase visibility and activity. This activation was completed on April 7, 2018 with a celebration on
the regularly scheduled First Friday music night that includes food trucks and family music
entertainment. Likewise, the regularly scheduled Farmer's Market was activated on Saturday
mornings with a diverse group of products, florals and other small commercial items.
During the Finance and Citywide Projects Committee ("FCWPC") on June 29, 2018 the Committee
expressed concern that Rue Vendome needed additional activities during the week and weekend.
Accordingly, the Committee directed Staff to explore and create an activation plan for Rue Vendome
that included programming of events that would encourage and attract community and neighborhood
engagement and to explore the creation of a user friendly, and easy to activate special events permit
to allow such additional activation in Rue Vendome in the short term. Staff was asked to return with
viable ideas and a draft budget for a short-term activation.
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At the July 2, 2018 Commission meeting, rather than add to the agenda a discussion item on Rue
Vendome activation as requested by Commissioner Rosen Gonzalez, the item was referred to the
July 25, 2018 Commission meeting.
This item was further discussed at the Finance and Citywide Projects Committee ("FCWPC")meeting
on July 27, 2018. The Committee directed the Administration to research outside consulting agencies
that could support the programming, marketing, and branding of Normandy Isle. This agency would
leverage the current City-wide programs that occur on Rue Vendome.
Staff has been working on a short-term activation for Rue Vendome that would allow for weekly and
daily programing in the plaza. The goal of these programs is to increase visibility of the local
businesses in Normandy Isle and to create a place for North Beach residents to gather and engage
with one another, supporting the idea of placemaking in this corridor. This has included creating a
temporary pop-up park to encourage people to relax, sit and play in the plaza throughout the week.
Additionally, in August, NoBe Yoga began offering free yoga and meditation classes every Tuesday
and Thursday evening.
During the September 14, 2018 FCWPC meeting, in response to the Committee direction to bring
ideas to the September 14, 2018 meeting, staff explained that they had researched various
agencies/companies in Miami-Dade County, that could provide the desired programming and
branding for Rue Vendome. As directed by the Committee, the desire is to have an entity to create
site-specific programming and a local marketing plan to help lift up North Beach and attract new
patrons to the area. In addition, the entity would work with the local businesses surrounding Rue
Vendome to strengthen their brand and internal operations.
ANALYSIS
Staff reached out to three agencies in the community:
Prism Creative Group: A local branding and marketing firm that specializes in creative placemaking
and site-specific programming. Prism Group has been retained by various municipalities and
agencies such as the Miami Downtown Development Authority to activate underused public spaces.
Expressed an interest to work with the City on Rue Vendome.
Super Market Creative: A local creative studio and experiential event production company, this firm
specializes in branding and design of place. They work directly with businesses and creatives to
expand their audience and customer base through innovative strategies. Their clients range from Citi
Bike Miami to the Eden Roc Miami Beach Hotel. They did not express an interest in working with the
City on Rue Vendome.
Wow MKTG: A multidimensional marketing agency that helps to create better user and customer
experience through intentional development of events, campaigns and strategies. They have worked
with a wide range of clients from The Children's Trust, Univision, and Adrienne Arsht Center. They
did not express an interest in working with the City on Rue Vendome.
Prism Creative Group, who will be performing similar services in Lummus Park, is a
consultant specializing in strengthening small business growth and elevating the unique narrative of a
particular neighborhood. Prism Creative believes in re-branding communities through compelling
storytelling, experimental community events, and building long-term community through culture to
elevate quality of life and collective consciousness. They have a proven track record of building
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ground-up movement in Miami's Arts and Entertainment District with monthly events drawing
thousands of attendees, and helping establish the Wynwood Yard as one of Miami's most supportive
venues for nightly live music, to creating a home for local and emerging artists with The Listening
Den at Ace Props Shop and Studio in Little River.
Prism Creative Group produces high-quality curated events on a frequent basis that touch on the
creative pillars of music, cinema, visual arts, wellness, cuisine and the artisanal small business
community.
Because of the Prism Creative Group's proven track record of working with municipalities and
producing these large events, the FCWPC recommended that staff proceed with negotiating
with Prism Creative and recommended a waiver of bid to nave forward to begin negotiating a
contract for community services that extend beyond Lummus Park to incorporate Rue Vendome,
contingent upon available funding.
CONCLUSION
Adopt this resolution, accepting the reconnundation of FCWPC.
KEY INTENDED OUTCOMES SUPPORTED
Enhance Beauty And Vibrancy Of Urban And Residential Neighborhoods; Focusing On Cleanliness, Historic
Assets, In Select Neighborhoods And Redevelopment Areas
Legislative Tracking
Tourism, Culture and Economic Development
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