LTC 009-2006 Public Relations & Communications Ad Hoc Committee
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OFFICE OF THE CITY MANAGER
NO. LTC # 009-2006
LETTER TO COMMISSION
FROM:
Mayor David Dermer and Members of the City Commission
Jorge M. Gonzalez, City Manager \~
January 10, 2006 () r U
PUBLIC RELATIONS AND COMMUNICATIONS AD HOC COMMITTEE
TO:
DATE:
SUBJECT:
This memo serves to advise you of my intent to convene a Public Relations and
Communications Ad Hoc Committee. This Ad hoc committee, which would operate in a manner
similar to our long standing Nightlife Advisory Task Force, would be created to provide the
Administration with advisory recommendations on how we may effectively market the Miami
Beach destination locally and externally. This Task Force would recommend new marketing
strategies to expand and/or compliment other existing marketing efforts, with a focus on new,
creative initiatives. The committee's goal is the development of a short-term and long-term multi-
disciplinary marketing plan for immediate implementation.
As you may recall, in July 2004, I appointed an Ad-Hoc Public Relations and Communications
Committee after the City Commission rejected all bids in response to RFP No. 9-03-04. The
Committee met seven (7) times and originally discussed hiring an outside firm to handle all
public relations for the City of Miami Beach. Upon further review, however, the Committee
recommended the expansion of the City's Communications Officeto support and execute the
City's public relations and overall communications strategy. The committee also endorsed the
concept of an advisory committee that would help guide the communications strategy for the City
and advise the City Manager.
Funding was included in the 2005/2006 City Budget to expand the City's Communications Office
and enhance our marketing efforts. While we have already begun our efforts to improve our
local communications, through our MB Magazine and other information products that we are
launching shortly, we are looking at unique methods to assist in marketing our destination to
enhance visibility and attract additional exposure. As such, $400,000 was included in the City's
Resort Tax Fund Budget for Miami Beach targeted marketing and public relations efforts, to be
matched by funds from the Greater Miami Convention and Visitors Bureau (GMCVB), the Miami
Beach Visitor and Convention Authority (VCA), and our Cultural Arts Council. In addition, the
GMCVB contract includes an allocation of submarket initiatives funded at $950,000 annually,
within the contract base.
The new Public Relations and Communications Ad Hoc Committee will be composed of
representatives of the hotel, entertainment, and business communities, as well as individuals
with a background in marketing and/or communications. I am appointing the following individuals
to serve on the above subject Ad Hoc Committee and would appreciate your input:
. Orlando Alvarez, Jr. - City of Miami Beach Resident and \Ace-President of Marketing
and Development at Mercy Hospital
. Joyce Bronson - Senior Vice President, The Related Group of Florida
. Michael Comras - The Comras Company
. Marlo Courtney - Ocean Drive Association
. Steven Haas - General Manager, Tuscan Steakhouse and Chairperson, VCA
. Elsie Sterling Howard - City of Miami Beach Resident and President of Sterling Public
Relations
. Roman Jones - Opium Group
. Gerry Kelly - Shine Nightclub
. Roymi V. Membiela - City of Miami Beach Resident and Asst. Vice President
Hispanic Marketing & Communications, Baptist Health South Florida
. Ana Palmer - American Express
. Jerry Powers - Ocean Drive Magazine
. Alan Randolph - Chairperson, Miami Beach Chamber of Commerce
. Alfredo Richard - Senior Vice President, Communications - Claxson
. Mark Tamis - General Manager, Delano Hotel
. David Whitaker - Greater Miami Convention and Visitors Bureau
. Michel Vega - William Morris Agency
It is my expectation that this Committee will provide the necessary assistance and guidance with
regard to the City's public relations strategy, to ensure a collaborative representation of City
interests. Our Office of Communications and our Tourism and Cultural Development Department
will be the liaisons for this effort. If you have any comments or other suggestions, please feel
free to contact me.
JMG\HMF\MAS
c: Hilda Fernandez, Assistant City Manager
Max A. Sklar, Director, Tourism and CultLral Development Department
Nannette Rodriguez, Public Information Officer
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