2003-25276 ResoRESOLUTION NO. 2003-25276
A RESOLUTION OF THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH,
FLORIDA, UPON RECOMMENDATION OF THE
ADMINISTRATION, AUTHORIZING THE ISSUANCE OF A
REQUEST FOR PROPOSALS (RFP) FOR THE
DEVELOPMENT AND IMPLEMENTATION OF A
ClTYWIDE CORPORATE SPONSORSHIP PROGRAM.
WHEREAS, a May 14, 2002 report bythe Parks & Recreation Programs Blue
Ribbon Citizens' Committee cited funding as a paramount concern in fulfilling the
expectations of residents; and
WHEREAS, the Committee recommended that the City needs to be more
creative and proactive in establishing multiple funding streams to leverage against
the General Fund and user fees; and
WHEREAS, the Committee further recommended that the City should
engage in an active corporate sponsorship program to raise additional programming
funds; and
WHEREAS, in response to the Committee's recommendations, the
Administration and the Parks and Recreation Department have initiated several
steps that indicate there is a potential for the City to benefit substantially from
participating in corporate sponsorship opportunities; and
WHEREAS, in order to proceed, the Administration has developed the scope
of work and evaluation matrix to be included in a Request for Proposals for the
development and implementation of a Citywide corporate sponsorship program.
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, upon recommendation of the Administration, herein approve the
issuance a Request for Proposals (RFP)for the development and implementation of
a Citywide corporate sponsorship program.
PASSED AND ADOPTED this 30th day of
ATTEST:
¥-7 . ,2003
MAYOR
FORM & LANGUAGE
CITY CLERK & FOR EXECUTION
JF:\MsGiLRL~pMr/eKviS~Jusk~KEVIN\Commission 2003Uuly 30\Corporate Sponsorship RFP_Com.
Date
CITY OF MIAMI BEACH
COMMISSION ITEM SUMMARY
Condensed Title:
IA resolution authorizing the issuance of the request for proposals (RFP) for the development and
implementation of a citywide corporate marketing and sponsorship program.
Issue:
IShall the City retain a consultant to assist in the development and implementation of a corporate
marketing and sponsorship program?
Item Summary/Recommendation:
The May 14, 2002 report by the Parks & Recreation Programs Blue Ribbon Citizens' Committee
cited funding as a "paramount concern in fulfilling the expectations of residents." Suggesting that
the "City needs to be more creative and proactive in establishing multiple funding streams to
leverage against the General Fund and user fees," the Committee recommended, among other
steps that the City should engage in an active corporate sponsorship program to raise additional
programming funds and create and reinvest proceeds from vending contracts directly into the
Recreation Division budget without offsetting the General Fund's contribution." In response to the
Committee's recommendations, the Administration and the Parks and Recreation Department
completed a significant amount of research to understand the sponsorship market and possible
opportunities that might be available to the City. The research has indicated that sponsorships
are available and that the City's best opportunity to maximize quality sponsorship is to engage a
specialist in this function. An RFP is the next step in this process and will enable the City to
solicit proposals to evaluate from qualified vendors.
Advisory Board Recommendation:
Financial Information:
Source of Amount Account Approved
Funds:
2
3
4
Finance Dept. Total
City Clerk's Office Legislative Tracking:
Sign-Offs:
Department DirectOr : A~istant Ci~ Manager : C~ Manage~ ::
T:~GfiND^~003\jul3003\consent\Corporate Sponsorship RF~_co¥. sheetlI.D~
A E.DA TEM C
a. CITY OF MIAMI BEACH ' '
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139 · ~
www.ci.miami-beach.fl.us
COMMISSION MEMORANDUM
To:
From:
Subject:
Mayor David Dermer and Date: July 30, 2003
Members of the City Commission
Jorge M. Gonzalez ~ ~
City Manager (I ' L)
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, AUTHORIZING THE ISSUANCE OF THE
REQUEST FOR PROPOSALS {RFP) FOR THE DEVELOPMENT AND
IMPLEMENTATION OF A ClTYWlDE CORPORATE MARKETING AND
SPONSORSHIP PROGRAM.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
ANALYSIS:
The May 14, 2002 report by the Parks & Recreation Programs Blue Ribbon Citizens'
Committee cited funding as a "paramount concern in fulfilling the expectations of
residents." Suggesting that the "City needs to be more creative and proactive in
establishing multiple funding streams to leverage against the General Fund and user fees,"
the Committee recommended, among other steps, the following:
· "The City should engage in an active corporate sponsorship program to raise
additional programming funds. This can be accomplished through the addition of
full-time marketing/development personnel..."
· "The City should create and reinvest proceeds from vending contracts directly into
the Recreation Division budget without offsetting the General Fund's contribution."
In direct response to the Committee's recommendations, the Parks and Recreation
Department created and filled the position of Development Coordinator. Since assuming
his duties on December 16, 2002, the Marketing Coordinator has:
· researched current successful corporate sponsorship consultant practices
· reviewed other local government corporate sponsorship programs
· formed and led a City of Miami Beach corporate sponsorship evaluation team
· interviewed several leading national corporate sponsorship consultants
· determined that the City of Miami Beach has significant potential for success
through a professionally structured and managed corporate sponsorship program
Commission Memorandum
July 30, 2003
Page 3
Objective 2:
Create a Comprehensive Sponsorship Policy
1) Review current sponsorship acceptance procedures.
2) Determine a framework from which to recommend policy, with sensitivity to
existing sentiment of the Community and City Government.
3) Include both financial and economic development factors
4) Submit draft policy. Present developing policy as directed by City
Objective 3:
Develop Strate.qic Plan for Marketing Assets
1)
2)
Prioritize the database
Develop a written strategy document
Objective 4:
Market Assets
1) Develop sample rights packages for the marketplace
2) Assist in the development of sponsorship RFP's
3). Prepare reports and presentations on the City's municipal marketing program,
as directed by the City.
4) Assist in contract negotiations
PROPOSERS WILL BE EVALUATED ACCORDING TO THE FOLLOWING CRITERIA:
a)
Experience and Qualifications: Experience, qualifications, performance and national
stature of the firm, and experience in representing cities of similar size and with similar
marketing assets. Minimum requirement is 3-5 years. 20 points
b) Quality of the Management Team: Experience and qualifications of the proposer's
management team and resumes outlining experience and education record of
individuals who would be instrumental in conducting the Marketing Asset Inventory,
writing the Sponsorship Policy, developing a Strategic Plan for marketing the City's
assets and in activating the Strategic Plan. 20 points
c)
Fee Structure: Adherence to City's request for proposer to recover
all fees - including those for delivery of the Marketing Asset Inventory, the
Comprehensive Sponsorship Policy, the Strategic Marketing Plan, travel and for
successfully negotiating sponsorship agreements - from earned commissions on
successfully completed City of Miami Beach sponsorships.
15 Points
Commission Memorandum
July 3O, 2003
Page 2
As the City is most likely to maximize sponsorship opportunities through the use of a
specialized professional, the issuance of an RFP to solicit qualified vendors is the next
appropriate step. The RFP recommended for the solicitation of sponsorship vendors would
include the following Scope of Services:
GOALS AND OBJECTIVES:
It is the goal of the City to develop mutually beneficial sponsorship contracts that deliver
revenue dollars and/or in-kind products or services to the City of Miami Beach in exchange
for certain advertising, marketing and/or promotional considerations granted by the City.
Objective 1:
Inventory existing and prospective marketing Assets
The inventory should include, but is not limited to:
1) On-site interviews of City department heads and other personnel as a planning step
to understanding the existing marketing and sponsorship activity level.
2) Examination of any current sponsorship agreements, City marketing materials and
other information on past sponsorship efforts, and the level of success.
3) Add/suggest to the City other sponsorship opportunities.
4) Organize all data collected into a database (e.g., spreadsheet format or other
user-friendly format). Examples of data collected are as follows:
a. Inventory Item Category (Advertising, Event, Preferred Vendor, Capital Project,
Naming Rights, etc.)
b. Address/physical location, description, date added to the database,
utilization statistics
c. Pedestrian, vehicular, viewership or other relevant exposure data
d. Marketing opportunity available (advertising, branding, promotion, etc.)
e. Rights available, date available, etc.
f. Any sales history (to whom, what price, when, etc.)
g. Any known conflicts/limitations on selling
h. Contact address, phone fax and e-mail
i. Terms (length, price, options to renew)
j. Rights granted
k. Any encumbered reversionary rights.
I. Legal/policy limitations on rights
m. Suggested pricing
n. Assessment of the value range for assets
o. Suggested/possible bundling opportunities with other assets
p. Assessment of the degree of difficulty to obtain a sale
q. Indication of priority
Commission Memorandum
July 30, 2003
Page 4
d)
Integration of Broad City Goals: The extent to which the proposal integrates and
supports related major City goals for Economic Development, Tourism, Cultural Affairs
and Parks & Recreation. 15 Points
e) Fee Amount: Total amount of all fees proposed.
10 Points
f) Vision and Outcomes: Quality and practicality of proposer's stated vision and
outcomes for a City of Miami Beach corporate sponsorship program.
10 Points
g) Time On Site: Amount of time proposer actually intends to spend in the City of Miami
Beach researching, interviewing and preparing the deliverables, and more generally, in
"servicing the account." 10 Points
CONCLUSION:
In conclusion, the Administration recommends that the Mayor and City Commission authorize
the issuance of a request for proposals for a corporate sponsorship contract for the City of
Mia/~ch.
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