2009-27217 ResoRESOLUTION NO. 2009-27217
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, APPROVING THE SUBSTANTIVE TERMS,
ASSET FORTH IN THAT CERTAIN TERM SHEET ATTACHED AS EXHIBIT
"A" TO THIS RESOLUTION, TO THE NEW AGREEMENT BETWEEN THE
CITY AND THE GMCVB, WHICH AGREEMENT SHALL BE FOR A FIVE(5)
YEAR TERM, COMMENCING ON OCTOBER 1, 2009, AND ENDING
ON SEPTEMBER 30, 2014; FURTHER AUTHORIZING THE CITY MANAGER
TO NEGOTIATE AND FINALIZE THE NEW AGREEMENT WITH THE
GMCVB AND, IF SUCCESSFUL, APPROVING AND AUTHORIZING THE
MAYOR AND CITY CLERK TO EXECUTE THE AGREEMENT, SUBJECT TO
AND CONTINGENT UPON THE FOLLOWING CONDITIONS: 1.) EXCEPT
FOR THE INCLUSION OF THE NEW SUBSTANTIVE TERMS IN THE
ATTACHED TERM SHEET (AS WELL AS DELETION OF ANY PRIOR
TERMS FROM THE EXISTING CMB/GMCVB AGREEMENT WHICH MAY NO
LONGER BE APPLICABLE), THE NEW AGREEMENT SHALL BE IN
SUBSTANTIALLY THE SAME FORM, INCLUDING, WITHOUT
LIMITATION, INCORPORATING THE SAME STANDARD MINIMUM TERMS
AND CONDITIONS SAFEGUARDING THE CITY, AS THE EXISTING (I.E.
2004-2009) CITY-GMCVB AGREEMENT; 2.) THE FINAL VERSION OF THE
NEW AGREEMENT SHALL BE SUBJECT TO FINAL REVIEW AND SIGN
OFF BY THE CITY MANAGER AND SUBJECT TO FORM APPROVAL BY
THE CITY ATTORNEY; AND 3.) IN THE EVENT THAT THE CITY
AND GMCVB DEEM IT NECESSARY TO INCLUDE ANY NEW
SUBSTANTIVE TERMS (WHICH ARE NOT CONTAINED IN THE ATTACHED
TERM SHEET) THEN, PRIOR TO FINALIZING THE NEW AGREEMENT, THE
CITY MANAGER SHALL BE REQUIRED TO REPORT SAME TO THE CITY
COMMISSION.
WHEREAS, on December 8, 2004, the City Commission adopted Resolution No. 2004-
25767, which approved an agreement with the Greater Miami Convention and Visitors Bureau
(GMCVB) for a term of five (5) years from, October 1, 2004, through September 30, 2009 (the
existing Agreement); and
WHEREAS, on July 7, 2009, the Finance and Citywide Projects Committee directed the
Administration to negotiate a new five (5) year agreement with the GMCVB (the new Agreement);
and
WHEREAS, the City Administration and GMCVB have concluded negotiations on the
substantive terms of the new Agreement, which would also have a five (5) year term, commencing
on October 1, 2009, and ending on September 30, 2014, and including a termination for
convenience by the City, with sixty (60) day notice; and
WHEREAS, the parties have agreed to a Base Fee in the new Agreement, in the amount of
five million dollars ($5,000,000) per year, with an adjustment, beginning in the second contract year,
by 3% or the increase in CPI-U, whichever is less; and
WHEREAS, the GMCVB will annually support sub-market initiatives developed by the City (in
partnership with the GMCVB) of not less that nine hundred and fifty thousand dollars ($950,000);
and
WHEREAS, additional terms are outlines in the attached Term Sheet (Exhibit A), which
include annual performance objectives, monthly/annual reports, additional marketing supportforthe
City and Miami Beach Convention Center, European sales efforts and City representation on all
boards and committees of the GMCVB; and
WHEREAS, the substantive terms of the new Agreement are incorporated in the Term
Sheet, attached as Exhibit "A" hereto; the form of the existing Agreement will also serve as the
boilerplate for the new Agreement; and
WHEREAS, the City Manager recommends the Mayor and City Commission approve the
new Agreement, subject to the conditions set forth in this Resolution.
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 of
the City of Miami Beach, Florida, hereby approve the substantive terms, asset forth in Exhibit "A" to
this Resolution, of the new Agreement between the City and the GMCVB, which Agreement shall
have a five (5) year term, commencing on October 1, 2009, and ending on September 30, 2014, and
further authorize the City Manager to negotiate and finalize the new Agreement and, if successful,
approving and authorizing the Mayor and City Clerk to execute the Agreement, subject to and
contingent upon the following conditions: 1.) except for the inclusion of the new substantive terms
in the attached Term Sheet (as well as deletion of any prior terms from the existing CMB/GMCVB
Agreement which may no longer be applicable), the new Agreement shall be in substantially the
same form, including, without limitation, incorporating the same standard minimum terms and
conditions safeguarding the City, as the existing Agreement; 2.) the final version of the
new Agreement shall be subject to final review and sign off by the City Manager and form approval
by the City Attorney; and 3.) in the event that the City and GMCVB deem it necessary to include
any new substantive terms (which are not contained in the attached Term Sheet) then, prior to
finalizing the new Agreement, the City Manager shall be required to report same to the City
Commission.
PASSED and ADOPTED this 24th day of September, 2009.
ATTEST:
~~C~~
CITY CLERK MA OR
Robert Parcher Matti Herrera. Bower
JMG/HMF/MAS
T:WGENDA\2009\September 24\Regular\GMCVB Contract Renewal RESO.doc
APPROVED AS TO
FORM & LANGUAGE
~ FOR F,XECUTION
ZZ Get
,J St8
COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution approving the substantive terms, as set forth in that certain term sheet attached as exhibit "A" to this
Resolution, to the new Agreement between the City and the GMCVB, which Agreement shall be for a five(5) year term,
commencing on October 1, 2009, and ending on September 30, 2014; further authorizing the City Manager to negotiate
the final Agreement with the GMCVB and, if successful, approving and authorizing the Mayor and City Clerk to execute
the Agreement, subject to and contingent upon the following conditions: 1.) except for the inclusion of the new
substantive terms in the attached term sheet, as well as any other prior negotiated terms which may no longer be
applicable, the new agreement shall be in substantially the same form, including, without limitation, incorporating the
same standard minimum terms and conditions safeguarding the City, as the prior (i.e. 2004-2009) City-GMCVB
Agreement; 2;) the final version of the new Agreement shall be subject to review and sign off by the City Manager and
subject to form approval by the City Attorney; and 3.) in the event that the Ciry and GMCVB deem it necessary to include
any new substantive terms (which are not contained in the attached term sheet), then, prior to finalizing the Agreement,
the Ci Mana er shall be re uired to re ort same to the Ci Commission.
Ke Intended Outcome 5u orted:
Increase community rating of cultural activities and improve availability and accessibility of major events.
Supporting Data (Surveys, Environmental Scan, etc )•
The City's 2009 Community Satisfaction Survey results shows that while more than two-thirds of all residential
respondents, 69.2%, suggested the tourism industry in Miami Beach contributes "about the right amount" to the quality of
life of residents, another 13 3% indicated the industry contributes "too little."
Issue:
Shall the Ci Commission a rove and authorize the execution of the A reement?
Item Summa /Recommenaation:
The City has been contracting with the Greater Miami Convention and Visitor's Bureau (GMCVB) since 1984 for the
purpose of promoting the Miami Beach Convention Center and the destination. The GMCVB is the entity primarily
responsible for pursuing and securing Convention business for the Convention Center, with the Convention Center
management company also responsible for pursuing booking business, which typically includes shorter term uses. A
booking policy governs priority of bookings. The GMCVB also engages in local, national and international marketing of
the overall destination in an effort to promote tourism. The goal of both the convention booking and destination marketing
is to secure hotel room nights in the City, and further enhance the City's tourism economy. Funding for the City's
Agreement with the GMCVB is derived from the Municipal Resort Tax revenue. The GMCVB derives additional funding
from Miami-Dade County, Village of Bal Harbour, member fees and cooperative marketing partnerships. The GMCVB's
activities are focused primarily in marketing and convention sales/meeting sales.
On December 8, 2004, the City Commission adopted Resolution No. 2004-25767 which approved an agreement with the
GMCVB for five (5) years from October 1, 2004 -September 30, 2009.
On July 8, 2009, the Finance and Citywide Projects Committee directed the Administration to negotiate a new five (5) year
agreement with the GMCVB. The parties have reached agreement on the following terms, and the Administration is
seeking authorize to conclude negotiations with the GMCVB as to the remaining points in the agreement; providing that
the final negotiated agreement shall be subject to the final review and approval of the City Manager and City Attorney's
Office, and that any substantive changes shall be brought back to the Mayor and City Commission.
Advisory Board Recommendation:
On July 8, 2009, the Finance and Citywide Projects Committee directed the Administration to negotiate a new five (5) year
agreement with the GMCVB
Finanr_ial Information
Source of Amount Account Approved
Funds: ~ 5,000,000 FY09/10 Resort Tax Budget
2
OBP Total 5,000,000 FY09/10 Resort Tax Budget
Financ al Impact Summary: This Agreement provides for a savings of approximately $600,000 from the current
GMCVB Agreement
Ci Clerk's Office Le islative Trackin
Max Sklar, ext. 6116
Si n-Offs:
De artment Director As Man er Ci Mana er
MAS H JMG
r:WGENDA\2009\September 24\Regular\GMCVB Contr~t Renewal SuMM.tloc
?~ MIAMIBEACH
U / ~ ~.__~
AGENDA ITEM ~ / _'
DATE (- 2 ~'"0
m MIAMIBEACH
City of Miami Beach, 1700 Convention Center Drive, Miami Beach, Florida 33139, www.miamibeachfl.gov
COMMISSION MEMORANDUM
To: Mayor Matti Herrera Bower and Members of the City Commission
FROM: Jorge M. Gonzalez, City Manager
DATE: September 24, 2009
SuB.IECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI
BEACH, FLORIDA, APPROVING THE SUBSTANTIVE TERMS, AS SET FORTH IN
THAT CERTAIN TERM SHEET ATTACHED AS EXHIBIT "A" TO THIS RESOLUTION,
TO THE NEW AGREEMENT BETWEEN THE CITY AND THE GMCVB, WHICH
AGREEMENT SHALL BE FOR A FIVE(5) YEAR TERM, COMMENCING
ON OCTOBER 1, 2009, AND ENDING ON SEPTEMBER 30, 2014; FURTHER
AUTHORIZING THE CITY MANAGER TO NEGOTIATE THE FINAL AGREEMENT
WITH THE GMCVB AND, IF SUCCESSFUL, APPROVING AND AUTHORIZING THE
MAYOR AND CITY CLERK TO EXECUTE THE AGREEMENT, SUBJECT TO AND
CONTINGENT UPON THE FOLLOWING CONDITIONS: 1.) EXCEPT FOR THE
INCLUSION OF THE NEW SUBSTANTIVE TERMS IN THE ATTACHED TERM
SHEET, AS WELL AS ANY OTHER PRIOR NEGOTIATED TERMS WHICH MAY NO
LONGER BE APPLICABLE,THE NEW AGREEMENT SHALL BE IN SUBSTANTIALLY
THE SAME FORM, INCLUDING, WITHOUT LIMITATION, INCORPORATING THE
SAME STANDARD MINIMUM TERMS AND CONDITIONS SAFEGUARDING THE
CITY, AS THE PRIOR (I.E. 2004-2009) CITY-GMCVB AGREEMENT; 2.) THE FINAL
VERSION OF THE NEW AGREEMENT SHALL BE SUBJECT TO REVIEW AND SIGN
OFF BY THE CITY MANAGER AND SUBJECT TO FORM APPROVAL BY THE CITY
ATTORNEY; AND 3.) IN THE EVENT THAT THE CITY AND GMCVB DEEM IT
NECESSARY TO INCLUDE ANY NEW SUBSTANTIVE TERMS (WHICH ARE NOT
CONTAINED IN THE ATTACHED TERM SHEET), THEN, PRIOR TO FINALIZING THE
AGREEMENT, THE CITY MANAGER SHALL BE REQUIRED TO REPORT SAME TO
THE CITY COMMISSION.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
FUNDING
Funding is available from the Fiscal Year 2009/10 Resort Tax Budget.
ANALYSIS
The City has been contracting with the Greater Miami Convention and Visitor's Bureau (GMCVB)
since 1984 for the purpose of promoting the Miami Beach Convention Center and the destination.
The GMCVB is the entity primarily responsible for pursuing and securing Convention business for
the Convention Center, with the Convention Center management company also responsible for
pursuing booking business, which typically includes shorter term uses. A booking policy governs
priority of bookings. The GMCVB also engages in local, national and international marketing of the
GMCVB Agreement
City Commission Meeting
September 24, 2009
Page 2 of 7
overall destination in an effort to promote tourism. The goal of both the convention booking and
destination marketing is to secure hotel room nights in the City, and further enhance the City's
tourism economy. Funding for the City's Agreement with the GMCVB is derived from the Municipal
Resort Tax revenue. The GMCVB derives additional funding from Miami-Dade County, Village of Bal
Harbour, member fees and cooperative marketing partnerships. The GMCVB's activities are
focused primarily in marketing and convention sales/meeting sales.
BACKGROUND
In 1984, the City of Miami Beach (CMB), Miami Dade County, the City of Miami and the Village of
Bal Harbour, entered into an Interlocal Agreement with the Greater Miami Convention and Visitor's
Bureau to perform tourism and convention sales and promotion functions. In 1998, the CMB
advised the GMCVB of its intention not to renew the Interlocal Agreement and the CMB negotiated a
one (1) year Agreement with the GMCVB ending on September 30, 1999. Concurrent with its
approval of the Agreement, the City Commission directed the Administration to establish a Blue
Ribbon Committee on Conventions and Tourism (Committee) that would evaluate the Bureau and
determine whether the City should continue with a new agreement with the Bureau after September
30, 1999, or issue a Request for Proposals (RFP).
After several Blue Ribbon Committee meetings, on June 24, 1999 a workshop was conducted with
the Mayor and City Commission. Based upon the findings and recommendations ofthe Blue Ribbon
Committee, as amended in part by the Administration, on July 7, 1999 the Mayor and City
Commission adopted Resolution No. 99-23237 approving an agreement with the GMCVB for an
initial term commencing on October 1, 1999 and ending on September 30, 2002 with one, two (2)
year renewal option, at the City's discretion.
In anticipation of the expiration of the initial term of the contract, on March 20, 2002, a referral was
made to the Finance and Citywide Projects Committee to discuss the City's renewal option. On April
8, 2002, the Finance and Citywide Projects Committee met and discussed the renewal option at
length. The Committee instructed the Administration to meet with the GMCVB staff to evaluate the
Bureau's performance on the specific elements stipulated in their agreement and report on the
findings at the May 8, 2002 Commission Meeting, with a recommendation on how to proceed with
thetwo-year extension to the GMCVB agreement, including specific goals to be accomplished. In
addition, the Committee also asked staff to develop an RFQ for consultant services to review the
current structure, model and scope of services of the Bureau, as compared to other similar
organizations and alternatives. On May 22, 2002, the Mayor and City Commission adopted
Resolution No. 2002-24854, authorizing the renewal of the Agreement between the City of Miami
Beach and the Greater Miami Convention and Visitors Bureau (the "Bureau") conditioned upon the
issuance of a Request for Proposals (RFP) to review and assess the current Bureau governance,
structure, processes and overall operations, and make recommendations as towhat model and/or
structure should provide the services to achieve optimal sales, marketing, and public relations
efforts to enhance the City's Tourism and Convention Industries. On November 13, 2002 the Mayor
and City Commission adopted Resolution No. 2002-25072 and authorized a contract with ERA to:
Review and assess the Bureau governance, structure, processes and overall operations; Make
recommendations as to what type of model/structure should exist to enhance the City of Miami
Beach's tourism and convention industries; Compare and provide a comprehensive report on
Bureau operations relative to industry standards; Evaluate and recommend strategic approaches for
the CMB to meet objectives identified in the Market Assessment; and Assess any adverse/positive
impact as a result of the Bureau's efforts to market Greater Miami versus Miami Beach only.
GMCVB Agreement
City Commission Meeting
September 24, 2009
Page 3 of 7
On March 15, 2004, the Finance & Citywide Projects Committee discussed the City's review
assessment and recommended structure of the GMCVB conducted by ERA. The Committee
instructed the Administration to review and analyze the GMCVB's latest contract to rate how they
have fulfilled their obligations and compare the City's consultant report in conjunction with Miami-
Dade County's and the GMCVB's strategic plan. The Strategic Plan incorporates the findings and
recommendations ofthe independent studies performed and the recommended priorities adopted by
the GMCVB Board. Subsequently, on December 8, 2004, the City Commission adopted Resolution
No. 2004-25767 which approved an agreement with the GMCVB for five (5) years from October 1,
2004 -September 30, 2009.
On July 7, 2009, the Finance and Citywide Projects Committee directed the Administration to
negotiate a new five (5) year agreement with the GMCVB. The parties have reached agreement on
the following terms, and the Administration is seeking authorization to conclude negotiations with the
GMCVB as to the remaining points in the agreement; providing that the final negotiated agreement
shall be subject to the final review and approval of the City Manager and City Attorney's Office, and
that any substantive changes shall be brought back to the Mayor and City Commission.
GMCVB PERFORMANCE
The 2004 Agreement requires the GMCVB to provide the City with monthly and annual performance
reports which measure and benchmark the Bureau's success in achieving their goals identified in
the Strategic plan. The data reported covers GMCVB operating policies and procedures, tourism
sales, GMCVB membership, return on investment (ROI) analysis (conventions and meetings,
advertising, tourism sales, etc.), as well as other resource reports. Attached are copies of the
Destination Strategic Plan Update and a summary of their monthly/annual performance report for
the term of the current Agreement. Additionally, below is a brief synopsis of their performance during
this current contract.
2004-2009
MBCC Bookings: 323
Est, Room Nights: 972,804
Est. Economic Impact: 605,792,268
Hotel Bookings: 2,639
Est, Room Nights: 1,245,320
Est. Economic Impact: 510,985,053
Meetings Express:
Bookings/Meetings: 973
Est. room Nights: 72,651
Est. Economic Impact: 73,120,440
MBCC Leads:
MBCC Leads Generated: 538
Hotel Leads Generated: 6,907
Other Leads: 516
GMCVB Agreement
City Commission Meeting
September 24, 2009
Page 4 of 7
AGREEMENT TERMS:
The terms below reflect adjustments to the previous Agreement in certain areas to address
changing or new needs relative to our Convention business and marketing expectations. The prior
(i.e. 2004-2009) City-GMCVB Agreement is attached for your reference, which will also serve as the
boiler plate for the new Agreement.
TERMS
Five (5) years commencing on October 1, 2009, and ending on September
1. Term 30, 2014; termination for convenience with 60 day notice.
A "contract year" shall be defined as the period from October 1 through
Se tember 30 of the followin ear coincidin with the Ci 's Fiscal Year .
$5,000,000 per year.
2. Base Fee
At the commencement of the 2"d contract year of the Agreement, and at the
beginning of every year thereafter, the annual City's contribution will be
ad~usted b 3% or the increase in the CPI-U, whichever is less.
GMCVB agrees that not less than $950,000 will be targeted annually to
3. Sub-Market Initiatives support and implement sub-market initiatives developed by the City, in
partnership with the Bureau, that market, promote or support activities or
events in the City, or that directly benefit the City. These sub-market
initiatives will be revisited annually and established by the City, in its
reasonable discretion, on an annual basis.
The Bureau's Marketing and Tourism Committee must fully reflect and be
re resentative of the sub-market initiatives referenced above.
GMCVB will make an annual contribution to the City's Cultural Arts Council
4. Cultural Arts Council of $50,000 er ear.
The following performance objectives shall be included in the
5. Performance Agreement for achievement during the Agreement term:
Objectives A. Organizational Improvement
o Report on/update the status of the current five-year Strategic
Plan (year 1)
o Develop and present for approval a new Strategic Plan (year 1)
o Conduct an annual retreat (year 1, year 3)
o Report on/update the status of the new Strategic Plan
developed in year 1 (year 3)
B. Develop, plan and/or implement certain mutually agreed upon
recommendations from the Mayor's Blue Ribbon Task Force on
Tourism
C. New Bookings at the Miami Beach Convention Center:
o Book a minimum of twenty (20) new conventions/
meetings/Corporate business
D. New Bookings at Miami Beach Hotels
o Book a minimum of 125 new events/meetings/corporate
business
E. Achieve no less than a 90% positive rating on customer service
surveys for convention bookings (positive = excellent/good)
'' Note: The term "Booking" will be further defined in the Agreement; "new
refers to non-renewal business.
GMCVB Agreement
City Commission Meeting
September 24, 2009
Page 5 of 7
TERMS
Provide at beginning of term and subsequently as needed/updated:
6. Reports Operating Policies and Procedures
o Convention Sales Standard Operating Procedures
o Convention Services Standard Operating Procedures
o GMCVB, Global Spectrum, Messe Schweiz Marketing
Partnership
Provide Monthly:
• Tourism Sales
o New Leisure visitor generated and estimated visitor receipts
o Visitor Demographics (with breakdown for MB)
• Convention Sales
o Conversion of Sales Leads to Booked Business
^ Booked Business Report -sales closed (all)
^ Booked Business Report - sales closed
(convention center related)
^ Booked Business Report -sales closed (Miami
Beach Hotels)
o Business targets (leads, including bid opportunities for
major events and international business opportunities)
o Lost Business Reports (all and convention center related
o Cancelled Business Reports (all and convention center
related)
o In-kind Partnership Reports
o Convention Income Survey
• Convention Summary Reports
• GMCVB Membership
o Private Membership participation
o Leverage and In-kind support
• Marketing
o Total number of paid media placements and media
impressions (all)
o Total number of paid media placements and media
impressions (convention-related)
o Total number of earned media opportunities and
impressions (all)
o Total number of earned media opportunities and
impressions (convention-related)
• Targeted Initiatives
o Boutique Hotel
^ Marketing Report (number of media placements,
number of media impressions, number of earned
media opportunities)
^ Sales Report (number of booked new business -
leisure and convention/meetings)
o Gay/Lesbian Travel/business
^ Marketing Report (number of media placements,
number of media impressions, number of earned
media opportunities)
^ Sales Activities (marketing efforts targeted to
leisure travel, convention/meetings, leads, etc.)
o Survey results as required per agreement
• Convention Center Sales Customer Service Feedback Re orts
GMCVB Agreement
City Commission Meeting
September 24, 2009
Page 6 of 7
TERMS
Provide annually (within 90 days after end of term)
• ROI Analysis
o Conventions and Meetings (annual number booked,
anticipated visitors/delegates, room nights and total
receipts/economic impact)
o Advertising (conversion analysis actual new visitors, hotel
room nights and visitor receipts)
o GMCVB Website (hotel booking results)
o Tourism Sales
o Revenue Per Available Rooms Rev Par
7. Marketing Support GMCVB will participate in monthly Sales and Marketing Meeting held by the
CMB and MBCC
^ Minimum of 25% of GMCVB's total convention marketing funds
available per the approved GMCVB budget will be used to promote
the availability and use of the MBCC.
• All MBCC convention/meeting industry publication ads are to be
drafted and reviewed with the MBCC Director of Sales and
Marketing Manager.
• GMCVB's Advertising and Marketing Costs shall be at least 50% of
the overall GMCVB annual budget.
• GMCVB will support and highlight targeted City events and/or
amenities (e.g. golf clubs, Sleepless Night), in GMCVB publications
in-room ma azines, etc.
8. European Sales: Partner with Messe Schweiz for European convention sales and
marketing.
1. Coordinate at least one annual meeting with Messe Schwiez to
develo annual international sales and marketin Ian.
10. Governance City representation on the Executive Committee and Board will be
not less than 30%.
• City's representation on any and all Bureau committees/ and//or
subcommittees shall be a number proportionate to the
percentage amount of the City's total annual financial contribution
to the Bureau, but in no event shall be less than 30%.
• The City manager or his designee shall be a voting member of
the Finance Committee.
• The General Manager of the MBCC shall be a voting member of
the Convention Sales Committee.
CONCLUSION
The proposed agreement re-sets the base agreement fee at the same level as the base agreement
fee of the current Agreement that expires on September 30, 2009 ($5 million). The FY 08/09
allocation under the current agreement was $5.6 million. Based on the foregoing, it is recommended
that the Mayor and City Commission adopt the attached Resolution and authorize execution of a
new five (5) year contract between the GMCVB and the City of Miami Beach; further authorizing the
City Manager's Office to conclude negotiations with the GMCVB; providing that the final negotiated
agreement shall be subject to the final review and approval of the City Manager and City Attorney's
office, and that any substantive changes shall be brought back to the Mayor and City Commission;
and authorizing the Mayor and City Clerk to execute the final negotiated agreement.
JMG/HF/MAS
0
'o
M
h
3
L
t
TM
GREATER MIAMI CONVENTION & VISITORS BUREAU
Destination Strategic Plan Update - FY 2009/2010
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1-Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
'Rc~pous~tilrl'arties Str~teg}~~~~ _ Short'Rer.rii Steps::' ,r ;
GMCVB A. Miami Beach Convention • Secure Funding.
City of Miami Beach Center • Finalize Design Plan.
Global Spectrum • Assess Facility
Miami-Dade County l.A.l. Continue to support Competitiveness/
and advocate for the planned Needs.
expansion of the Miami
Beach Convention Center as
well as providing
collaborative input and
assessment of the facility as
possessing the latest and
emerging state-of--the-art
services/facilities.
GMCVB
City of Miami Beach
Global Spectrum
Miami-Dade County
City of Miami
GMCVB Member
Hotels
A. Miami Beach Convention
Center
1.A.2. Continue to monitor
industry trends, best
practices as well as
competitive challenges to
provide and support
incentives required in order
to effectively compete.
• Assess Industry Trends/Needs.
Develop Appropriate Incentive
Packages.
• Develop Criteria to Monitor
Effectiveness.
• Meet Global Spectrum/Bureau.
• Align with Miami Dade Sports
Commission for summer
business.
GMCVB
City of Miami Beach
Global Spectrum
Miami-Dade County
City of Miami
GMCVB Member
Hotels
B. Other Meetings Facilities
1.B.1. Continue to support
and advocate for the
optimum use and promotion
of other meetings venues
within the community.
• Assess Industry TrendslNeeds.
• Assess Facility
Competitiveness/Needs.
• Profile & Target "High Value"
Customers.
• General Obligation Bond
measure passed ($55 million
approved).
• Convention Sports & Leisure
(CSL) Study completed.
• 05/06 dialogue with MB and
county on how best to proceed
• Architects input and
stakeholders meeting
completed
• Ongoing meetings with City
Miami Beach/County/Global
Spectrum to identify additional
funds for overall project
• Updated CSL Study in FY 07-
08
• Ongoing analysis of trends
• $60,000 Incentive Fund
proposed for FY 08-09
• Criteria established internally.
• MB Task force/General
Managers meeting provide
opportunity for continued
analysis of needs, trends, etc.
• In FY 08-09 analyze
International potential for
MBCC.
• Assessment ongoing/ with
hotels/ task force meetings,
general managers, etc.
• "High Value" implementation
underway through the
implementation of a Meetings
Express Department (direct
mail), website profile and
subsequent programs directed
to this audience.
• Downtown incentives used as
additional sales tools for
shoulder business.
• Added Carnival Center for the
Performing Arts as venue i.e.
Choral Directors in FY 06-07
and GALA Choruses in
FY 07-08.
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination
1
Rev: 8-27-09
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1-Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
,.r`9#~ ~~.'`x ~tit~ ~KLi~~
?R"es 'onsihle'P,ai-ties. ~"~4 r~j",.i,f ~
-: ] I
, s, -~trnte~ y'' ~ ~'~ ," ~ s ''t e .F; d - ,..
i 1 s YY r ~ ,1. ~
,Short.Term,Ste s'? ~'_ .,, ~ - t< ^~5
~ < r '~ Tit ~ t'~' 1YtE'tij. '«~;~
~. "'~ ~ ,, ; °,Status~+ ~.
GMCVB C. Airport/Seaport . Assess Industry TrendsMeeds. • Initial Customer Service
Miami-Dade County Productivity • Solidify Strategic Alliance Program launched at MIA.
Miami International I.C.I. Continue to support Partners. • Pre & Post Cruise Promotion
Airport strategic alliances with • Develop and Implement Program funded with Port of
Port of Miami Miami International Airport Integrated Sales and Customer Miami for FY 06-07 and
Miami Airline Carriers and the Port of Miami Service Marketing Plans proposed for FY 07-08.
GMCVB Member designed to maximize the Involving All Partners. • Citywide welcome program
Cruise Lines number of overnight visitors launched in FY 06-07 for larger
GMCVB Member generated. meetings and conventions.
Hotels • New Route Development
opportunities continue being
explored with MIA.
• Comprehensive Customer
Service program launched in
partnership with all key
stakeholders including airport,
seaport, taxis and hotels
including secret shopper
program and branding
initiative.
• Developed a co-op marketing
program with MIA, the Port of
Miami, American Airlines and
the Beacon Council to promote
Greater Miami and a preferred
destination to live, work and
play.
• Participated in Miami Beach
Mayor's Blue Ribbon Task
Force on Tourism.
• Establish partnership with
Miami Beach VCA to help
develop additional
enhancements of the guest
experience at MIA and the Port
of Miami.
• Worked with MIA to
coordinate multi-agency
participation in comprehensive
customer service initiative for
POW WOW delegates.
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
2
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1 -Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
;Rc •'ble,Parties bi ~~
, ~"~.., ~St site v .
'Short-Term Ste s.~~ ~ ~f ~
•~' ~' ~: .~h ~
GMCVB D. Attractions • Conduct Assessment of Current • Attractions Sub-Committee
Attractions Alliance "Attractions Package" established.
1.D.1 Take an active role in (SWOT). • Attractions Co-Op Advertising
monitoring the • Profile and Target "High Program implemented in FY
competitiveness of Value" Customers. OS-06, FY 06-07, FY 07-08 to
"attractions" assets and their be continued in FY 08-09.
relevance to the expectations • Working with the established
of current or potential visitor GMCVB Attractions
profiles. Subcommittee, Staff developed
and implemented a regional
cooperative advertising
program that generated an
additional $50,000 in partner
revenue under the "Amazing
Miami Attractions" umbrella.
• New website and brochure
dedicated to attractions was
launched under the umbrella of
Amazing Miami Attractions.
• New cooperative advertising
program showcasing for the
first time a combined ticket
offer by three of the major
attractions.
• Evolve the GMCVB definition
of "attraction" to be consistent
to that established by the
Florida Attraction Association
(FAA) and update marketing
channels accordingly.
• Work with the attractions to
help promote new and
significant developments (i.e.
Miami Seayuarium's Dolphin
Harbour, Metrozoo's Amazon
& Beyond, etc.)
• Committed to have consistent
presence for an attractions
representative at major Trade
and Media efforts.
• Develop plan for afirst-ever
"Miami Attractions Month" in
FY 09/10 modeled after Miami
Spice and Miami Spa.
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1-Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
Regponsible:'Purties, _ 'Skrategy Short,Ter~m'Steps, ;:Status;>~z. , ~~,, ~~";
Miami-Dade County E. Beach Renourishment Establish/Strengthen • No current GMCVB funds
State of Florida and Revitalization "Coalition". committed.
Coastal Communities • Review/Assess Current Plan.
Beachfront Properties ].E.l Ensure the • Establish Consensus on Next
GMCVB maintenance, protection and Steps.
optimum accessibility of the
region's beaches by working
with local municipalities,
County, State and Federal
agencies to ensure that a
proper and coordinated plan
is in lace.
Miami-Dade County F. Way Finding and • Establish/Strengthen • $25,000 allocated in FY OS-06
State of Florida DOT Transportation "Coalition". to support initiative. Funds
Local Municipalities • Review/Assess Current rolled-over to a new proposed
GMCVB 1.F.1. Encourage, advocate System(s) including Signage $50,000 for FY 06-07.
and support the development and Collateral Materials. • In FY 07-08, GMCVB stands
and expansion of a • Establish Consensus on Next ready to partner with
community-wide way- Steps. municipalities and FDOT and
finding program. will earmark funding to '~,
leverage in the development of
a community-wide program.
• GMCVB is working with
Miami Dade Consumer
Services Division to develop
updated collateral material to
be distributed at Rental Car
counters to assist visitors.
• GMCBV is working with
Miami-Dade Consumer
Services to include additional ~~
information on collateral
materials distributed to visitors
that would include details on
the SiJNPASS program.
• Actively supporting the
development and promotion of
the Miami Intermodal Center at
MIA that will serve a -arge
number of visitors. The Rental
Car Center component is
schedule to open in May 2010.
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
4
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #1-Enhance the Destination's Tourism and Related Infrastructure and Continue
to Develop and Expand Attraction Assets
above
1
F
1
S
Miami-Dade County F. Way Finding and • Establish/Strengthen .
.
.
ee
•
State of Florida DOT Transportation "Coalition".
Local Municipalities • Concurrent with 1.F.1,
GMCVB 1.F.2. Encourage, advocate Review/Assess Current
Private Transportation and support the development System/Services.
and expansion of • Establish Consensus On Next
Public/Private Steps.
Transportation services that
assist in serving visitor
needs.
Miami-Dade County F. Way Finding and • Establish/Strengthen • See 1.F.1. above
State of Florida DOT Transportation "Coalition".
Local Municipalities • Identify Funding Source.
1.F.3. Forge a • Based on Findings/
public/private partnership Recommendations of 1.F.1. &
with stakeholders to design 1.F.2 Develop Overall Funding
an optimum and efficient Requirements.
funding mechanism to
support transportation
systems and services.
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #2 -Enhance the Visitor Experience
t.,.
~Responsiblc `Part
GMCVB
GMCVB Member
Hotels
Related Hospitality
Industry
Associations
------~-----T-;z ~
fitrateg~~
A. Service & Attitude •
2.A.1. Support and
advocate for the creation and
establishment of a
collaborate "Service &
Attitude" culture within the
broadest possible scope of
the hospitality industry
ensuring that service levels
and customer perceptions
exceed leading industry
standards.
`Short Term `Ste s ~''
Establish/Strengthen
"Coalition".
Survey/Evaluate Current
Service LevelsMeeds.
Identify/Review "Best
Practices".
Collaborate with Stakeholders
to Develop Action Plan for
Next Steps.
Establish a "Branding
Strategy" to launch initial
program.
Miami-Dade County
GMCVB
Taxi & For Hire
Vendors
GMCVB Member
Hotels
Miami International
Airport
Port of Miami
Greater Ft. Lauderdale
CVB
Ft.
Lauderdale/Hollywood
International Airport
B. Taxi Service I •
2.B.1. Continue to take an
active and supportive role in
the ongoing commitment of
ensuring the highest levels of
Taxi and for-hire service
including operating
standards, service and
attitude and distribution ,
systems including
maximizing the arrival and
departure of visitors at Ft.
Lauderdale/ Hollywood
International Airport.
Establish/Strengthen
"Coalition".
Survey/Evaluate Current
Service Levels/Needs.
Identify/Review "Best
Practices".
Collaborate with Stakeholders
to Develop Action Plan for
Next Steps.
Establish annual taxi industry
recognition activity on-site at
key hubs (Airport/Convention
Center/Hotels).
•
FY 04-OS Service & Attitude
Program collaboration with
Miami Beach VCA funded.
GMCVB has budgeted "Seed"
dollars for expanded
collaboration in both the FY
OS-06 and newly proposed FY
06-07 budget.
GMCVB launched
comprehensive customer
service initiative in FY 06-07
with secret shopper component
and branding effort.
In FY 06-07, GMCVB
formally launched the "Miami
Begins with Me" customer
service brand, produced various
customer service tools as well
as an advertising awareness
campaign.
In FY 08-09, Expanded
Customer Service effort under
Miami Begins with Me in
partnership with Miami-Dade
College in preparation for
POW WOW.
Comprehensive Customer
Service program launched in
FY 06-07 in partnership with
all key stakeholders including
airport, seaport, taxis and hotels
including secret shopper
program and branding
initiative.
GMCVB partnering with
Consumer Service Division to
recognize taxi drivers of the
quarter and year.
Taxi Appreciation Event
launched in FY 07-08 in
cooperation with Miami Dade
County CSD and MIA.
Special customer service
recognition in GMCVB
publications
• In FY 07-08, developed close
partnership with Miami Dade
Consumer Services Taxi
6
}.
s . ~r,
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #2 -Enhance the Visitor Experience
Division and helps train new
drivers and co-sponsors
recognition award for
exemplary drivers.
• Developed a Taxi Driver
Handbook to assist drivers in
finding key visitor locations in
the communi
GMCVB C. Repeat Visitors • Develop/Implement Research • See 3.C.1.
GMCVB Members Methodologies to
Miami International 2.C.1. Incorporate Establish/Expand "Repeat
Airport strategies in both research as Visitor" Profile Including
Port of Miami well as service and attitude Strengths, Weakness,
programs designed to Opportunities and Threats.
support the maximum . Evaluate Funding and Develop
generation of "repeat Recommendations to Support
visitors" to the destination. Program to Target and Attract
"Repeat Visitor".
A Shared Vision: To be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
7
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
~ ~~:~ ;~/r~-"1 k~ 'k ~ ~. ~ [ ik~u~ tit iiA~i t ~SIY'S s i Nt t _ _.jjr R/. 7}-~'4 ,k1' t f~'~' 1 ~ 1 ~~
' ~~ kJ~ Sri w
~
.Res pn~ ble;l'arties'; . ~ ''s~~'`~'; ~,~..•Strat. St~, s `'~~ , 'z
,..~ (Short Term fi
~~ _ ,. r. ~?~ At ~ .
GMCVB A. Leisure Sales and . Design Plan for FY 04-OS in FY OS-06 Marketing Plan
Marketing conjunction with Development established and implemented.
of Program of Work Utilizing . FY 06-07 Marketing Plan
3.A.1. Design and implement Template Outlined in SP established and implemented.
a fully- integrated Sales and Section III. . FY 07-08 Marketing Plan
Marketing Plan in support of established and implemented.
this desired outcome while . FY 08-09 Marketing Plan
defining and targeting High established and implemented.
Value Customers that will
o timize available resources.
GMCVB A. Leisure Sales and . Incorporate Specific Strategies • FY OS-06 Marketing Plan
Industry Stakeholders Marketing in Fully-Integrated Marketing established and implemented.
Plan and Program of Work. . FY 06-07 Marketing Plan
3.A.2. Continue to grow . Monitor Results. established and implemented.
domestic and international • FY 07-08 Marketing Plan
overnight visitors while established and implemented.
maintaining optimum . FY 08-09 Marketing Plan
average daily room rates and established and implemented.
occupancy performance for
area hotels.
GMCVB A. Leisure Sales and Incorporate Specific Strategies • FY OS-06 Program of Work
Industry Stakeholders Marketing in Fully-Integrated Marketing established and implemented.
Plan and Program of Work. . FY 06-07 Program proposed.
3.A.3. Continue to focus on . Monitor Results. • Summer Festival Season Sales
growing summer and Initiatives continue to be
shoulder overnight visitation. expanded.
• First-ever "Family" themed
summer TV spot developed.
• Television program expanded
with private co-op funds
(Liberty Travel) in FY OS-06.
• Further expanded Miami Spice
Restaurant month in August
and September with record
number or participating
restaurants in FY 06-07 with
87 and added attractions
component.
• Most aggressive festival season
sales blitz to date in FY 06-07
with 59 cities targeted
• New TV spot in FY 06-07
running in all key domestic
markets incorporating
SummerbyMiami.com url.
Program continuation proposed
for FY 07-08.
(continued on next page)
g
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
• In FY 07-08, launched a new
brand positioning utilizing art,
culture and design under the
umbrella of "Express Yourself'
in print, Internet and TV
strategically timed to increase
summer travel to Miami.
• In FY 07-08, established first
ever Miami Spa Month in July
to encourage incremental
national and regional summer
tourism.
• In FY 07-08, significantly
expanded Miami Spice
Restaurant Month to include
more than 100 restaurant and
hotel packages.
• In FY 07-08, leveraged Miami
Spa and Miami Spice as part of ',
summer "Vacation in your own
Backyard" strategy.
• In FY 07-08, continued
summer sales blitz strategy
visiting all major primary and
secondary domestic markets
meeting with travel trade.
• In FY 07-08, conducted a
promotional "Express
Yourself' summer stunt in
NYC's Bryant Park to generate ',
incremental media impressions. ',
• In FY 08-09, summer efforts
included launching MIAMI
443 value-centric promotion,
~
Buy Local efforts, secured
record number of participants
in Miami Spice and Miami Spa
promotions, staged a
promotional stunt in Chicago.
GMCVB B. Convention Sales and • Incorporate Specific Strategies • FY 08-09 Program of Work
City of Miami Beach Services in Fully-Integrated Sales and established and proposed.
Global Spectrum Marketing Plan and Program of • Streamlining Meeting Planner
City of Miami 3.B.1. Design and Work. RFP's on the web, with 24
implement a convention hour response and upgrade of
sales and service strategy the services provided will
that targets the optimum continue in FY 08-09.
conventions, meetings and • Geographical task force with
events utilizing area hoteliers continues. Beach,
Convention Centers as well Downtown, and Airport.
as specific meetings venues • FY 07-08 established close
in partner hotels. working relationship with
Miami-Dade Sports
Commission which will
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
continue in FY 08-09 as we
solicit summer/shoulder
business.
• Partnership with Hinton &
Grusich netted good results
with a higher ROI . We will
expand sales efforts and
partnerships opportunities in
FY 08-09.
• Developed the MIA-ROI
program showcasing and
packaging incentives to the
meetin Tanner.
Res onsible Parties
Strafe y~
Sho~r`t=tPerm'Ste s ~,
~si,Status'
GMCVB B. Convention Sales and • Incorporate Specific Strategies • "Meetings Express" division
Industry Stakeholders Services in Fully-Integrated Sales and continues and has expanded.
City of Miami Marketing Plan and Program of . Staff reorganization and
3.B.2. Expand current Work. redeployment once again
programs and strategies reviewed to meet expectations
designed to stimulate and of hotels.
support generation of leads • Expanded D.C. Regional office
and bookings of shoulder to include bookings, as well as
and summer business. lead generation, and ownership
of house accounts.
• Generation of shoulder
business in the works with our
partnership with Miami-Dade
Sports Commission.
• In FY 08-09 a fully developed
and enhanced D-3000 software
for Sales and Services will be
implemented.
• Pursue International Market
with Tourism Sales
Department.
• Expand Web Advertising to
drive corporate leads.
GMCVB B. Convention Sales and • Incorporate Specific Strategies • Convention Services
Services in Fully-Integrated Sales and department continues to
Marketing Plan and Program of redeploy staff to better meet
3.B.3. Design and implement Work. the demands of the smaller
a comprehensive Convention meetings market.
Services Plan that provides • Enhanced website presence
optimum service and with toolkit feature, providing
coordination to meet the clients with local information,
needs of meeting planners, press releases, photography and
delegates and vendors. other resources.
• Continuation of web-based
post-convention Client Survey
tool; return rate in excess of
35%to date.
• Newsletter for clients will be
10
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
expanded in FY 08-09 to
educate and inform meeting
professionals interested in
Greater Miami.. Circulation
expanded to over 1,800
quarterly recipients.
--
?R `oi~siblc]',~r'ttes:~ s.. f'~'~Strafc ~ '~ ~ Short.~'eq~ i'Ste s ; 3 : 'Status ~,
GMCVB C. Research • Evaluate Current Research
• In addition to ongoing
Models. research, $90,000 earmarked
3.C.1. Expand upon current . Design Additional Research for FY 07-08 to support
research methods (intercept Methodologies. additional "strategic" research.
surveys) to validate and • Implement Program. • In addition to the "Repeat"
further define and profile • Monitor and Evaluate Results. research and the on-going
visitors and potential GMCVB survey program, the
visitors. GMCVB is looking to expand
its use of syndicated research
to compliment its current
efforts. This will provide
validation for the current
assumptions being drawn from
the existing database.
• In FY 08-09, develop
additional research programs
that will help better evaluate
emerging markets that have the
potential to positively or
negatively impact the
destination.
• In FY 08-09, developed
monthly dashboard of key
performance indicators;
research partnership with FIU ~
Hospitality school to assess the
im act of an "o en" Cuba.
GMCVB C. Research • Identify, Revised, Expanded • See 3.C.1. above
and/or New Research
3.C.2. Develop research Methodologies in support of
models that help define and Strategy.
delineate High Value • Incorporate Current and New
Customers including areas of Research Models in FY OS-06
interest, visitor expectations, Program of Work.
seasonal travel patterns,
party size and composition,
related activities and
com etitive destination.
GMCVB C. Research • Identify Expanded and/or New In FY 08-09, utilize syndicated
3.C.3. Develop research Research Methodologies. sources and partnerships to
models that further identify • Incorporate Current and New better establish profiles of non-
current "non-visitors" to the Research Models in FY OS-06 visitors and potential revenues
destination. Program of Work. not being captured.
11
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
GMCVB
On-Line Partners
GMCVB
Interlocal Partners
Industry Stakeholders
GMCVB
3.C.5. Develop GMCVB
website capabilities and
menus and page-view
options to assist in
developing "profiles" of
visitors both in terms of
quantitative traffic to and
within the site and
qualitative interests of users.
C. Research
D. Funding
3.D.1. Strengthen interlocal
partnerships and maximize
prioritization, use and
leverage of tax dollars in
support of destination sales
and marketing.
D. Funding
3.D.2. Evaluate the current
Membership dues and
services structure identifying
opportunities to increase
member participation and
investment.
Design and Implement
Capabilities As Part of New
Website Expansion and
Redesign.
• Identify and Strengthen
Coalition.
• Develop Process for
Establishing Prioritization and
Leveraging of Resources.
• Design and Implement
Assessment.
• Research and Identify "Best
Practices".
• Develop Recommendations for
Next Steps.
• Phase I of website expansion
and redesign implemented.
• Phase II to be implemented at
the end of FY OS-06.
• "Opt-In" and "Customer
Relationship Marketing
Programs expanded.
• Implemented expanded website
analysis program utilizing
industry standard "Google
Analytics" to fully measure
visitation patterns.
• In FY 08-09, launch a major
development of the core
GMCVB website fully
integrating various web 2.0
strategies & D3000
• Long-term contract secured
with Miami Beach.
• GMCVB assisted in passage of
General Obligation Bond
program ensuring additional
resources for numerous
industry-related needs.
• New Corporate Sponsor
Program launched in FY 05-06
to be expanded upon in FY 06-
07.
• Additional corporate sponsors
secured in FY 06-07.
• Researching new member dues
structure in line with industry
standards for implementation
in FY 07-08 which will result
in incremental revenue.
• In FY 08-09, finalize
implementation of new
member dues structure that was
launched in FY 07-08 and
establish a new base level of
revenue that includes several
anticipated new properties and
expansions.
• FY 08-09 was first full year of
new dues structure which has
resulted in revenue growth year
over year.
12
MinmiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
GMCVB D. Funding • Research and Identify "Best IMG contract secured.
Practices". Sponsorships of
3.D.3. Develop and • Identify and Prioritize "Menu" Programs/Events such as
implement a comprehensive of Opportunity. Sunglass Hut Swim Show and
"sponsorship" program . Identify and Recruit Campo Viejo Restaurant
designed to generate private Cooperative Partners. Month secured.
investment/sponsorship . Design and Implement • In FY 07-08, renewed
opportunities. Comprehensive Plan. sponsorship support of Miami
Spice with Pernod Ricard via
IMG and also secured
American Express as
presenting sponsor internally.
Exploring additional partners
for launch of Miami Spa month
in July 08.
• In FY 07-08 successfully
expanded the American
Express relationship to include
sponsorship of Miami Spa
Month - a first time initiative -
in addition to Miami Spice;
Looking to renew and expand
this partnership in FY 08-09.
• In FY 08-09, large-scale
partnership with American
Airlines and the Beacon
Council resulted in
dramatically increased private
revenue and expansion of key
marketing programs like
Miami Spice, Miami Spa and
new efforts like Miami
Museums Month also resulted
in significant private revenue
increases.
-
?Res ~unsidle Parties
`Stra#eRy. -
S1liirt-`I'erm'Ste s ~"
+ : StAtus,
GMCVB D. Funding • Research and Identify "Best • In FY 06-07, GMCVB secured
Practices". a grant to help promote our
3.D.5. Develop agrant- • Identify and Recruit heritage assets through the
seeking and foundation Cooperative Partners. Community Relations
solicitation program. committee and will be
aggressively seeking additional
grants through our Cultural
efforts and other niche
programs.
• In FY 08-09, the GMCVB
successfully secured grants
from the Miami-Dade County
TDC and Miami VCA to
support POW WOW; GMCVB
was a finalist for a highly
competitive Knights foundation
arts Brant.
13
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
GMCVB D. Funding Evaluate Current Programs and • FY 05-06 Co-op Program
"Cooperative Menu". implemented.
3.D.6. Expand current Research and Identify "Best In FY 04-OS and in FY OS-06
cooperative advertising Practices". the GMCVB expanded its
programs and solicitation Develop and Implement portfolio of cooperative
efforts to optimize Expanded Program Offerings. marketing opportunities to
investment and leveraged include programs showcasing
opportunities for cooperative the following aspects of our
partners. community: cultural
institutions, attractions,
meetings and conventions,
boutique hotels, retail
establishments, gay and lesbian
offerings and events, as well as
a Festival Season cooperative
effort aimed at generating
incremental business for the
shoulder/ summer season.
• FY 06-07 Program was
expanded and incorporated an
industry first "magalog"
program showcasing major
hotel partners; Additional
programs were launched with
attractions, restaurants and new
initiatives in FY 07-08 will
include spas, luxury hotels to
target additional high value
customers.
• In FY 07-08, programs were
expanded in the areas of digital
marketing and launched the
most comprehensive menu of
options to date in addition to
traditional print efforts; further
transition to digital will occur
in FY 08-09.
• In FY 08-09, GMCVB digital
co-op programs expanded
dramatically in sales and scope;
Miami Spice and Miami Spa
also secured a record number
of partner dollars.
GMCVB E. Marketing • Evaluate Current Research • Using additional research
Methodologies and Finding. methodologies and partners to
3.E.1. Produce a Market Identify and Incorporate supplement data from the core
Assessment that will assist Additional Methodologies. research program allowing
identification and targeting . Produce Assessment. GMCVB to better target its
of High Value Customers for marketing efforts.
sales and marketing efforts.
14
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
----~'T'~t-
,itc~A.G
GMCVB
+ T
~Piirfies_ ~'~Strate y ~`
~ E. Marketing •
3.E.2. Design and adopt a
fully-integrated marketing
plan for all sales and
marketing initiatives as part
of the budgeting and
planning cycle.
GMCVB
F. Internet/Website •
Marketing
3.F.1. Continue the •
expansion and evolution of
the GMCVB website.
r 'y - - T
Short `Cerm)titeRS - ~ . `
Develop Plan (Using Template
in SP Section III) as Part of FY
05-06 Program of Work.
• FY OS-06 Program established
and implemented.
• FY 06-07 Program established
and implemented.
• FY 07-08 Program established
and implemented.
• FY 08-09 Program established
and implemented.
Assess Current Website and
Internet Marketing Strategies.
Based on Findings -Design
and Implement Comprehensive
Program.
• Ongoing
• The GMCVB partnered with
USDM, a national leader in
website marketing, to
redevelop its website and to
assist on an on-going basis in
the development of marketing
efforts. The website was re-
launched in fall `04 with
particular emphasis on
integrated promotions and
other channels that will allow
us to better develop better
profiles of visitors to the
website utilizing eC1ZM. This
includes proactive, opt-in
registered user programs not
only for consumers but for
meeting planners and travel
professionals. In addition to the
redevelopment, the GMCVB
contracted with USDM for an
on-going relationship to
develop and implement year-
round marketing efforts
including a-mail promotions,
strategic banner placement,
search engine optimization and
other push and pull marketing
strategies.
• This program was expanded in
FY 06-07 to incorporate
multiple on-line cooperative
initiatives with an emphasis on
summer visitation as well as
community server and extreme
desktop technologies.
• In FY 08-09, launch a major
development of the core
GMCVB website fully
integrating various web 2.0
strategies as well as D3000
functionality; In addition,
15
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #3 -Optimize Sales Marketing Activities Resulting in Maximum Performance and Results
I ~
Res ansible~Parties-~
. r ,~~ 4 ~ ~ r ~ ~
,,fr~ ~Strate~l"_
r
_~Sliort-~1erm.S s _~,, solicit partners for additional
search engine marketing
(SEM) and search engine
optimization (SEO) efforts.
• In FY 08-09, launched a
GMCVB Social Media team
that is proactively leveraging
all social media networks to
organically promote the
destination.
~ ', ~ ~ 1 ~
°1 '.~.kStat s .,~ ,Y
GMCVB F. Internet/Website • Incorporate Specific Strategy • In FY OS-06, internal GMCVB
Marketing into Overall Assessment and web team undertook a major
Expanded Program. overhaul of the main GMCVB
3.F.2. Expanding website to further improve
"interactive" components navigability, visual
resulting in a change from an representation of our
informational channel to a community, and more efficient
deliverable product for the advertising channels.
consumer/visitor. In FY 07-08, GMCVB will
further evolve its website and
interactive strategy to
incorporate additional web 2.0
social networking capabilities.
• In FY 08-09, redesigned the
homepage of main GMCVB
website fully integrating
various web 2.0 strategies as
well as D3000 functionality; In
addition, solicit partners for
additional search engine
marketing (SEM) and search
engine optimization (SEO)
efforts.
GMCVB G. Professional Staff • Conduct Assessment. Current assessment underway.
• Based on Findings, In FY OS-06 the incentive
3.G.1. Review and evaluate Recommend Next Steps. compensation plan for our
current GMCVB personnel Convention Sales & Membership
policies (including Director was revised. The Incentive
compensation and staff Plan is now comparable to industry
and provides an upside incentive
develo ment that ensure
P ) opportunity for outstanding
maximum staff performance.
professionalism and • In FY 07-08 we started the review
performance. of the staff salary and
compensation program. We
anticipate the completion and
implementation in the coming
fiscal year.
• In FY 08-09 we will perform a
functional analysis of
Administrative Assistants and
Executive Secretarial staff
ositions.
16
MiamiandBeaches.corn
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #4 -Position GMCVB as "True Stewards" and "Voice" for Visitor Industry
v ~ ~
~Rcs ~onsitilc-~nitics :.:
~ 'Strate~ '°. ~
Short Ter, Ste s~~ 4
~..St8tU5*_ .ti -~~~
~ r:'~~~. ~ ~~
GMCVB A. Community Relations • Identify and Recruit "Strategic" • Community Relations Manager
Partners retained.
4.A.1 Design, adopt and • Design Program and • FY 06-07 program in
implement a comprehensive Incorporate Program of Work conjunction with private
Community Relations sponsorship program proposed.
Program as well as • Newly organized Community
continuing to promote the relations Committee
impact and importance of the established for FY 06-07.
Visitor Industry and its • In FY 06-07, Community
partners. Relations committee
successfully secured significant
grant to promote heritage
tourism within the Community.
• In FY 07-08, additional
publications will be introduced
to highlight strategic
community partners and
emerging subdestinations
• In FY 08-09, large scale
partnerships will be explored
with media partners that may
assist in the development of
major heritage tourism
initiatives.
• In FY 08-09, the GMCVB
utilized POW WOW to
showcase the various unique
aspects of our community to
the travel trade and journalists
through a variety of sightseeing
tours.
GMCVB B. Governance • Review IACVB Standards and • Board and Executive
"Best Practices" Committee restructure adopted
4.B.1 Ensure that GMCVB . Assess Current Structure and designed.
Executive Committee, Board
of Directors and Standing
Committees are
representative and foster
interaction with the key
sectors of the visitor industry
and the community while
providing for an efficient and
responsible oversight of
GMCVB operations and
direction.
17
MiamiandBeaches.com
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Destination Strategic Plan Update
Goal #5 -Establish Measurement Criteria for Each Element of the Strategic Plan (Both
within GMCVB and the Community) Including Clearly Defined Leadership Roles,
Timelines and Funding Requirements
F'~..3.~ R~s~"
v.
s~ ~ t~w`~5~ } fi`~
~ ~
~~ ~
`
r.~-
-~~~~s+ „ ~ a'~ r'~ t ~ '~A
'
~,~,
, ~.~ ~ '!`ml'"~ ~ r~i,at ~~~: ~ `~ _
~
~z ~
,
k~~
;;
S
us~
~"
; :~
~
,.
.;dRes onsib e,~la ,_:e r~
h
Stcate ~
s
~ 4~ 5 t
r
t
~
~ ~
b
,
,
GMCVB A. Timelines for • Develop and Adopt Short-Term • Short Term steps identified.
Implementation Steps and Monitoring • FY OS-06 program designed
Methodologies and implemented.
S.A.1. Develop and • Based on Findings, Establish • FY 06-07 program proposed
periodically monitor Short- Time-Line and Work-Plan for and implemented.
Term, Mid-Term or Long- the Identification of Mid-Term • FY 07-08 program proposed
Term Steps. Steps and implemented.
GMCVB B. Retum on Investment • Design and Implement Systems • Initial formula(s) identified
Criteria Based on Findings Outlined in (Section III of Strategic Plan).
SP Section IV. • ROI on convention business
S.B.I. Establish Return on booked is provided in monthly
Investment criteria and reports.
monitoring systems that • ROI Broken down for Center
supervise results and the business versus In-Hotel
impact of each of the Bookings.
Bureau's Programs. • Direct and indirect economic
impact of the visitor industry is
compiled based on industry
best practices.
GMCVB B. Return on Investment • Based on Findings and • FY OS-06 summary report
Criteria Performance, Establish a currently being finalized.
"Value Position" for Return on . Analyzing results of findings
S.B.2. Evaluate programs for Community and Bureau on a continuous basis.
their effectiveness based on Resources.
established performance
goals.
A Shared Vision: To Be America's Premier Tropical, Cosmopolitan Destination Rev: 8-27-09
18
MiamiandBeaches.com
AGREEMENT
BETWEEN CITY OF MIAMI BEACH AND
THE GREATER MIAMI CONVENTION AND VISITORS BUREAU
THIS AGREEMENT, is made and executed as of this /s r day of pc 7o&t 2004 by and
between the CITY OF MIAMI BEACH, a municipal corporation organized and existing under the
laws of the State of Florida (the City or Miami Beach), and the GREATER MIAMI
CONVENTION AND VISITORS BUREAU, INC., a Florida not-for-profit corporation (the
Bureau).
RECITALS:
WHEREAS, the City was formally a party to an Interlocal Agreement, dated September 30,
1993, by and among the Bureau and Miami -Dade County, the City of Miami Beach, the City of
Miami, and the Village of Bal Harbour; and
WHEREAS, on January 6, 1999, the Mayor and City Commission negotiated a one year
Agreement with the Bureau, with a term commencing on December 1, 1998, and ending on
September 30, 1999; and
WHEREAS, following extensive meetings with the City's Blue Ribbon Committee on
Conventions and Tourism, the Mayor and City Commission negotiated a new agreement with the
Bureau, said agreement having a term commencing on October 1, 1999 and ending on September 30,
2002; and
WHEREAS, on May 22, 2002, the Mayor and City Commission adopted Resolution No.
2002-24854, authorizing the execution of a renewal of the aforestated Agreement between the City
and the Bureau; said renewal having a term commencing on October 1, 2002, and ending on
September 30, 2004, and further conditioned upon the issuance of a Request for Proposals (RFP) to
review and assess the current Bureau's governance, structure, processes and overall operations, and
make recommendations as to what model and/or structure should provide the services to achieve
optimal sales, marketing, and public relations efforts to enhance the City's tourism and convention
industries; and
WHEREAS, on July 31, 2002, the Mayor and City Commission discussed whether the City
should participate with Miami -Dade County and the City of Miami in a collaborative study and
1
(i) To the maximum extent possible, provide economic opportunities to Miami
Beach businesses and vendors through the Bureau's procurement of goods
and services, and to proactively market, promote and disseminate information
to Miami Beach businesses and vendors with regard to the Bureau's
procurement policies in an effort to provide increased competition and
awareness as to new and future prospective bids, proposals, and other
procurement opportunities;
(j) To implement the "Strategic Plan for Greater Miami and the Beaches Visitor
Industry", dated July 21, 2004, and attached hereto and incorporated herein as
Exhibit "A" (the Strategic Plan), , as further provided in Section 1.03 of the
Agreement;
(k) To involve in Bureau activities, to the maximum extent possible, policy
makers of Miami Beach;
(1) In addition to actively seeking out and raising funding from the private sector,
as set forth in subsection 1.01(g) herein, to do increased partnering, as well as
co -promotions, with hotels, restaurants, retail venues, and other tourist draws
and attractions within the City of Miami Beach;
{m} To continue to emphasize Miami Beach as a "destination resort" by way of
campaigns of information, advertising, publicity, marketing and/or sales,
and/or event production and promotion;
(n) To aggressively pursue and "court" television and other comparable media
events including, but not limited to, the Super Bowl; Latin Grammys; MTV
Video Music Awards, etc., that will air from, or host events from, the City of
Miami Beach, and draw national and international media attention to the
City;
(o) To support and contributefunds for. the Miami Beach Convention Center
Market Incentive Fund; and
(p) To perform any other function reasonably related to the policy and purpose of
this Agreement.
Miami Beach acknowledges that priority for bookings shall be given to convention and group
business that results in hotel room occupancy, in accordance with the Miami Beach Convention
4
Center Booking Policies, as same may be amended from time to time.
SECTION 1.02 Sub -market Initiatives.
Sub -market initiatives have been developed by the City, in partnership with the Bureau, and
are detailed in Exhibit B, which is attached and incorporated hereto. These initiatives are organized
in a manner that meets the new established goals for the Bureau, as set forth in the Strategic Plan.
The Bureau will be responsible for implementing these identified initiatives during the first contract
year, (October 1, 2004 -- September 30, 2005), of the Agreement. These initiatives will be revisited
annually and established by the City, at its reasonable discretion, on an annual basis; such
updated/re-established initiatives shall be evidenced each contract year with an updated Exhibit B,
and shall be implemented by the Bureau during the respective contract year.
The Bureau agrees that no less than $950,000 will be targeted annually during the Term of
the Agreement to support and implement the sub -market initiatives in Exhibit B, and as may be
revisited and re-established by the parties.
Additionally, the Bureau hereby agrees to re -structure its Marketing and Tourism committee
to fully reflect and be representative of the sub -market initiatives referenced in this Section 1.02 and
in Exhibit B attached hereto, as same may be revisited and re-established by the parties.
SECTION 1.03 Implementation of Strategic Plan.
The Bureau has developed the Strategic Plan, attached as Exhibit A hereto, and hereby
agrees, to implement the recommendations as set forth in Exhibit C. Additionally, the Bureau hereby
agrees to further perform and conduct such additional research, as is identified in Task 4 of the
Market Assessment prepared by ERA, dated August 25, 2003, and attached as Exhibit D, which is
attached and incorporated hereto.
SECTION 2 TERM
The.term of this Agreement shall commence on October 1, 2004, and terminate on September
30, 2009 (the Tenn).
Notwithstanding the foregoing, the City mayterminate this Agreement at any time, upon
sixty (60) days written notice to the Bureau, in the event that the Bureau, in the sole discretion of the
City, fails to comply with any of the terms and conditions set forth in this Agreement. Upon receipt
5
of said written notice from the City, the Bureau shall have thirty (30) days within which to cure the
default(s) set forth therein. In the event that said default(s) is not cured within the aforestated cure
period, this Agreement shall terminate with no further notice from the City required; said termination
effective thirty (30) days from the date of the City's written termination notice; and the City shall
have no further liability under this Agreement.
In the event of termination of this Agreement pursuant to this Section, or otherwise prior to
the expiration of the Term herein, the City shall have no further obligation to fund and/or otherwise
allocate and/or appropriate any remaining funds pursuant to .this Agreement. Additionally, in the
event of termination or other early expiration of this Agreement, the Bureau shall immediately remit
back to the City any and all unencumbered City funds allocated to the Bureau including, but not
limited to, the City's Contribution (as set forth in Section 4.01) and the funds allocated by the City
toward the Bureau's Business Recovery Fund (as set forth in Section 4.02(c)).
Notwithstanding the preceding paragraph, the parties hereto acknowledge that the Bureau and
the City may, during the term of this Agreement, enter into partnership ventures and/or solicit
business ventures and other opportunities that are expected to predominantly benefit the City of
Miami Beach in future years, and which may entail a funding commitment(s) beyond (i) a
termination of this Agreement, and/or (ii) the term of the Agreement. In such cases, the City and the
Bureau shall expressly agree, in writing, on a case by case basis, that the particular partnership(s)
and/or business venture(s) is intended to be funded by the Bureau and/or the City beyond an early
termination and/or expiration of the Agreement.
SECTION 3 CITY PARTICIPATION ON BUREAU BOARD OF
DIRECTORS, EXECUTIVE COMMITTEE, COMMITTEES
AND/OR SUB- COMMITTEES
The Bureau shall be managed by a Board of Directors (Board), having such number of
members and such composition as may be determined from time to time by the Bureau. Such Board
shall be representative of the hotel and visitor industry and shall reflect the ethnic and multi -cultural
diversity of the community, be gender representative, and recognize that industry involvement is
critical.
The Bureau shall act through an Executive Committee which shall meet between meetings of
the Board. The composition of the Executive Committee shall be determined by the Board.
6
The Bureau shall also establish, as it deems appropriate, working committees and/or sub-
committees, which may include, but not be limited to, a Finance Committee; Marketing and Tourism
Committee; Convention Sales Committee; Nominating Committee, and Community Relations
Committee. The composition of such committees and sub -committees shall be determined by the
Board.
Notwithstanding the foregoing, the Bureau herein recognizes the significant financial
contributions made by the City of Miami Beach pursuant to this Agreement; accordingly, the Bureau
and the City herein agree that, throughout the Term of this Agreement, the City's representation and
membership on the Board, Executive Committee, and any and all committees and/or sub-
committees, respectively, shall be as follows:
(a) Board of Directors.
The City's representation and membership on the Board shall be a number
proportionate to the percentage amount of the City's total annual financial
contribution to the Bureau, as set forth in this Agreement, in relation to the
Bureau's total operating budget; but in no event shall said percentage be less
than 30%. The aforestated members shall be voting members of the Board,
selected by the Board from a slate submitted by the City Manager, and shall
be
(i) residents of Miami Beach; and/or
(ii) representative of the hotel and visitor industry in Miami
Beach; and
(iii) reflect the ethnic and multi -cultural nature of the City of
Miami Beach, and be gender representative.
(b) Executive Committee.
The City's representation and membership on the Executive Committee shall
be a number proportionate to the percentage amount of the City's total annual
financial contribution to the Bureau, as set forth in this Agreement, in relation
to the Bureau's total operating budget; but in no event shall said percentage be
less than thirty percent (30%). The aforestated members shall be voting
members of the Executive Committee, selected by the Board from those
members of the Board selected from the ,City's slate for the Board; however,
7
the City's proportionate representation and membership on the Executive
Committee must include the following:
(i) At the option of the City, the Mayor of Miami Beach or
his/her designated representative (who shall be a member of
the Miami Beach City Commission); and
(ii) the City Manager of Miami Beach.
(c) Committees and/or Sub -Committees.
The City's representation and membership on any and all Bureau committees
and/or sub -committees, respectively, shall be a number proportionate to the
percentage amount of the City's total annual financial contribution to the
Bureau, as set forth in this Agreement, in relation to the Bureau's total annual
operating budget; but in no event shall said percentage be less than 30%. The
aforestated committees and/or sub -committee members shall be voting
members and shall be
(i) residents of Miami Beach; and/or
(ii) representative of the hotel and visitor industry in Miami
Beach; and
(iii) reflect the ethnic and multi -cultural diversity of the City of
Miami Beach, and be gender representative.
Notwithstanding the above, throughout the Term of this Agreement
(i). the City Manager or his designee shall be a voting member of
the Finance Committee; and
(ii) the General Manager of the Miami Beach Convention Center
shall be a voting member of the Convention Sales Committee.
SECTION 3.01 Re -structure of Bureau, Board, Executive Committee, and/or
Committees and Sub -Committees.
The parties acknowledge that on October 28, 2004, the Bureau approved a new governance
plan, as recommended and set forth in the Strategic Plan (Exhibit A), and the March 5, 2004 Final
Report prepared for the City by ERA; accordingly, by the end of the first contract year of the Term of
the Agreement (September 30, 2005) the Bureau shall also implement the re -structure and make-up
8
of the Board, Executive Committee, and any and all committees and/or subcommittees, as the
aforestated Final Report relates to recommendations as to "Board Size" (page 4, IV -13 of the
Report), and as attached and incorporated as Exhibit E hereto.
Notwithstanding the preceding paragraph, any new governance plan and re -structure shall, at
a minimum, maintain the City participation, representation and membership on the Board, Executive
Committee, and committees and/or sub -committees, respectively, as referenced and required by this
Section 3.
SECTION 4 FUNDING.
SECTION 4.01 Contribution from Miami Beach (the City's Contribution).
(a) The City's total annual contribution to the Bureau for the Term of this
Agreement shall be $5 million dollars (the City's Contribution). The City's
Contribution shall be paid from the Municipal Resort Tax revenues levied
and collected by the City pursuant to Chapter 67-930, Laws of Florida, and
the respective ordinances applicable thereto, as amended from time to time
(the Tax).
For purposes of this Agreement, the Tax shall be further defined as derived
only from the two percent (2%) portion of the Municipal Resort Tax
collections generated from the sale of hotel rooms, food and beverage, and
alcohol throughout the City of Miami Beach.
(b) The City shall distribute the City's Contribution to the Bureau after the
following distributions and deductions have been made:
(i) Less four percent (4%) of the total gross revenues collected
from the Municipal Resort Tax, for collection costs; and
(ii) All payments shall be junior and subordinate in all respect to
any and all obligations of the City required under any
resolutions or ordinances pursuant to which bonds or other
indebtedness of the City of Miami Beach are issued which are
secured by the Municipal Resort Tax.
(c) At the commencement of the 2nd contract year of the Agreement, and at the
beginning of every contract year thereafter, the annual City's Contribution
9
will be adjusted by 3% or the increase in the CPI -U, whichever is less.
(d) The City's Finance Director shall be responsible for making such debits and
credits, collection costs, and monies pledged to bonds or other indebtedness
of the City, as set forth in this Section 4.
(e) The sole funding authority for payment of the City's Contribution pursuant to
this Agreement shall be from the Tax revenues, and the City shall have no
obligation to continue to pay the . City's Contribution to the Bureau, or to
provide an alternate funding source, in the event that adequate funds from the
Tax revenues do not become available at any time during the Term of this
Agreement.
(f) The Bureau and City herein agree and acknowledge that the Bureau may
generate a surplus (excess revenues over expenses) from time to time. The
portion of the surplus coming from Miami Beach shall be defined as the
proportionate share of the City's Contribution, as defined in this Section 4.01,
to total Bureau Revenue which shall be defined as all public and private
revenues collected by the Bureau. The Bureau and the City agree that the
Bureau shall utilize such surplus funds for any Strategic Plan initiative that is
mutually agreed to in writing in advance by the Bureau and the City
manager. In the event that the Bureau does not utilize surplus funds in the
manner prescribed in this. subsection, then the Bureau shall either (i)
immediately remit any and all such surplus funds to the City, or (ii) apply and
utilize the surplus funds toward the sub -market initiatives referenced in
Section 1.02 and Exhibit B (assame may be amended) to the Agreement
(over and above the $950,000 targeted amount).
SECTION 4.02 Public Funds. The Bureau shall maintain the City's Contribution and
any and all other public funds allocated and/or appropriated to the Bureau pursuant to the
Agreement, in an account or accounts segregated from and not commingled with any privately raised
funds.
(a) Method of Payment and Disbursement. Throughout the Term of this
Agreement, Miami Beach shall transfer to the Bureau its required share of the
10
revenues described herein within thirty (30) days after the last day of the
month in which Miami Beach received the funds.
(b) Prohibited Expenditures from Public Funds. The Bureau shall not expend
public funds for the following: Bureau staff travel and entertainment, except
that travel and entertainment expenses for up to eighteen (18) persons whose
Bureau positions appear in Exhibit F, will be permitted when soliciting or
promoting a major Convention or Corporate meeting, booking, or travel
trade; any matters relating to the Bureau's function as an association,
including but not limited to membership dues and salaries ofpersonnel whose
duties relate to membership marketing; the salary, benefits and prerequisites
of the Chief Executive Officer; interest expenses on loans to the Bureau; and
any and allother expenses relating to activities beyond the scope of this
Agreement.
(c) Disposition of Citv Funds Formerly Pledged for Watson Island Visitor Center
Facility. Pursuant to Section 2.02 of the Agreement between the City
and the Bureau, dated July 7, 1999, the City agreed to the use of certain City
funds, currently estimated by the parties to be a minimum of $1,000,000, but
said final exact amount to be verified by the City's Chief Financial Officer,
for the construction of the Bureau's proposed headquarters and visitor center,
which was to be located on Watson Island, in the City of Miami Beach (the
visitor center or the Facility). The City agreed to the use of said public funds
solely for that purpose. Any change in use of the proposed Facility could not
be made without the prior written consent of the City; which consent has
heretofore not been given by the City.
The Bureau has since advised the City, and hereby represents, that it has
determined not to proceed with the construction of the Facility. Accordingly,
in reliance on the Bureau' s representation, the City hereby consents to the use
of the City funds formerly pledged by the City toward the construction of the
Facility as follows:
{i) An amount equal to the two thirds (2/3rds) portion of any and
all City funds formerly pledged . by the City toward the
11
Facility, and currently held by the Bureau in that certain
separate account/fund referred to by the parties as the
"Watson Island Trust", shall be re-directed to a separate
fund/account, to be maintained by the Bureau and referred to
by the parties as the "Business Recovery Fund" (the 2/3rds
portion).
(ii) While the parties agree and acknowledge that the entire 2/3rds
portion shall be placed in the Business Recovery Fund, the
Bureau agrees that its ability to access the 2/3rds portion shall
be limited to five equal installments, each installment
available for access to the Bureau at the commencement of
each contract year (October 1st) during the Term of the
Agreement (in this way, and notwithstanding the placement of
the entire 2/3rds portion into the Business Recovery Fund, the
net effect would be such that the City were essentially
allocating a one-fifth (1/5) of the 2/3rds portion per contract
year, for access and use by the Bureau).
(iii) In the event of termination or other early expiration of this
Agreement, the Bureau shall immediately refund to the City,
the unearned remaining balance of the 2/3rds portion due for
the remainder of the Agreement.
(iv) An amount equal to the remaining one third portion of the
City funds formerly pledged by the City for the construction
of the Facility shall be reimbursed by the Bureau to the City
concurrent with the Bureau's execution of this Agreement.
(the 1/3rd portion)
(v) The City, at its discretion, shall reserve the 1/3r1 portion, to be
used at a future date(s) by the City, in its reasonable
discretion, toward initiatives, 'studies, projects, and/or other
activities consistent with the purpose of this Agreement.
(vi} The Bureau agrees to amortize and accrue the 2/3rds portion
12
over the Term of the Agreement. However, if an event, as
defined in the Business Recovery Fund, and as attached and
incorporated as Exhibit G hereto, were to occur during the
Term of the Agreement which necessitated the use of all or a
portion of the 2/3rds portion then, and only then, shall the
Bureau be entitled to the use of said funds. Additionally, in
the event that the Bureau is required to use all or a portion of
the 2/3rds portion, it will immediately advise and notify the
City Manager of any proposed use prior to allocation of same,
and shall obtain the prior written consent of the City Manager
prior to such use/allocation.
(d) Contribution from the Bureau to City
In consideration of the City's participation in this Agreement, throughout the
Term herein, the Bureau shall make the following annual contribution to the
City, as follows:
(i) $200,000 for the first Contract year, $100,000 for the second
contract year, and thereafter $50,000 per year - the first annual
payment due upon execution of this Agreement and,
thereafter, each year throughout the Term of this Agreement,
payable on October 1st of the. fiscal year then in effect; said
contribution to be used by the City to provide continued
funding for the City of Miami Beach Cultural Arts Council.
SECTION 4.03 No Impairment of Bond Obligations. In the event Miami Beach
determines that the allocation of Tax revenues required to be made under Section 4.01 may impair
the obligation of any contractual arrangement between Miami Beach and the holders of its bonds
secured by said Tax revenues, Miami Beach's participation in this Agreement shall be forthwith
terminated; provided, however, that in the event of such termination, Miami Beach shall continue to
be bound by any prior committed contract, convention reservation or other commitment duly made
by the Bureau up to the date of termination of this Agreement.
13
SECTION 4.04 Additional Services. Throughout the Term of this Agreement, the
City may elect at its sole discretion, to contract with the Bureau for additional services, which may
be funded from the City's Resort Tax Contingency Fund, or such other source of funding that the
City may deem appropriate, and upon prior approval by Mayor and City Commission.
SECTION 5 INSURANCE.
The Bureau shall not commence any work and/or services pursuant to this Agreement until
all insurance required under this Section has been obtained and such insurance has been approved by
the City's Risk Manager. The Bureau shall maintain and carry in full force during the term of this
Agreement the following insurance:
1. Consultant General Liability in the amount of $1,000,000.
2. Consultant Professional Liability/Errors and Omissions in the amount of $1,000,000.
3. Workers Compensation & Employers Liability, as required pursuant to Florida
Statute.
4. Crime Insurance/Employee Dishonesty which provides third party r subj. es
liability in the amount of $ Q?5, o v o .
WO -
5. The insurance must be furnished by insurance companies authorized to do business in
the State of Florida and approved by the City's Risk Manager.
6. Original certificates of insurance for the above coverage must be submitted to the
City's Risk Manager for approval prior to any work commencing. These certificates
will be kept on file in the Office of the Risk Manager, 3rd Floor, City Hall, Miami
Beach, Florida.
All insurance policies must be issued by companies authorized to do business under the laws
of the State of Florida. The companies must be rated no less than "B+" as to management and not
less than "Class VI" as to strength by the latest edition of Best's Insurance Guide, published by A.M.
Best Company, Oldwick, New Jersey, or its equivalent, subject to the approval of the City's Risk
Manager. Compliance with the foregoing requirements shall not relieve the Bureau of the liabilities
and obligations under this Section or under any other portion of this Agreement, and the City shall
have the right to obtain from the Bureau specimen copies of the insurance policies in the event that
submitted certificates of insurance are inadequate to ascertain compliance with required overage.
14
SECTION 5.01 Endorsements.
All of Bureau's certificates, above, shall contain endorsements providing that written notice
shall be given to the City at least thirty (30) days prior to termination, cancellation or reduction in
coverage in the policy.
SECTION 5.02. Certificates.
Unless directed by the City otherwise, the Bureau shall not commence any work and/or
services pursuant to this Agreement until the City has received and approved, in writing, certificates
of insurance showing that the requirements of this Section (in its entirety) have been met and
provided for.
SECTION 6 INDEMNIFICATION.
The Bureau agrees to indemnify and hold harmless the City of Miami Beach and its officers,
employees and agents, from and against any and all actions, claims, liabilities, losses, and expenses,
including, but not limited to, attorneys' fees, for personal, economic or bodily injury, wrongful death,
loss of or damage to property, at law or in equity, which may arise or be alleged to have arisen from
the negligent acts, errors, omissions or other wrongful conduct of the Bureau, its employees, Board
members, committee and/or sub -committee members, agents, sub -consultants, or any other person or
entity acting under Bureau's control, in connection with the Bureau's performance of any work and/or
services pursuant to this Agreement; and to that extent, the Bureau shall pay all such claims and
losses and shall pay all such costs and judgments which may issue from any lawsuit arising from
such claims and losses, and shall pay all costs and attorneys' fees expended by the City in the defense
of such claims and losses, including appeals. The parties agree that one percent (1%) of the total
compensation to the Bureau for performance of the work and/or services under this Agreement is the
specific consideration from the City to the Bureau for the Bureau's Indemnity Agreement.
The Bureau's obligation under this Section shall not include the obligation to indemnify the
City of Miami Beach and its officers, employees and agents, from and against any actions or claims
which arise or are alleged to have arisen from negligent acts or omissions or other wrongful conduct
of the City and its officers, employees and agents. The parties each agree to give the other party
prompt notice of any claim coming to its knowledge that in any way directly or indirectly affects the
15
other party.
The City and Bureau hereby agree and acknowledge that the provisions of this Section 6 shall
survive the Term of this Agreement.
SECTION 7 REPORTS, RECORDS AND EVALUATION.
The Bureau agrees, each contract year during the Term of this Agreement: (i)to provide to
Miami Beach, through its City Manager, within ninety (90) days after the end of its fiscal year, an
annual audited report covering the receipt and expenditure of public and private funds, prepared by
an independent certified public accountant, in accordance with generally accepted accounting
principles and practices consistently applied; (ii) to prepare and submit to Miami Beach, through its
City Manager, a copy of the Bureau's annual budget, prior to approval of said budget by the Bureau,
for said fiscal year; (iii) to submit an Annual Report to Miami Beach before the end of October of
each year; (iv) to permit Miami Beach to carry out monitoring and evaluation activities in such
manner as will effectively insure the cooperation of the Bureau in the performance of its functions,
so long as such inspection and monitoring does not unreasonably impede or interfere with the
functions of the Bureau, and such monitoring and evaluation activities may include inspection of
records of all expenditures from public and private funds; (v) to provide to Miami Beach such
reports as may be reasonably requested by it (including, but not limited, to the IACVB containing
annual comparisons of similar bureaus throughout the country); (vi) to provide, not less often than
quarterly, an activity and financial report, setting forth generally the activities of the Bureau during
the previous quarter; and (vii) to permit Miami Beach to conduct, at its own expense, a full and
detailed annual auditof the Bureau's records to determine how the Bureau utilized public monies
contributed under this Agreement and to permit Miami Beach to conduct, at its own expense,
quarterly inspections of the Bureau's records, to the extent that those records relate to public funds.
Any such audits or inspections shall be conducted in such manner and at such times so as not to
unreasonably interfere with the day to day operations of the Bureau.
In order to satisfy the provisions of this Section 7.02, the City and the Bureau hereby agree
and acknowledge that said provisions shall survive the Term of this Agreement, as set forth herein.
16
SECTION 7.01 In addition to the reports, records and evaluations set forth in the
preceding Section 7, the City, at all times during the Term, reserves the right, at its sole option and
discretion, to engage an independent consultant to review and assess the Bureau's governance,
structure, process and operations, particularly with an emphasis on the impact of same related to the
Bureau's performance pursuant to the Agreement. Accordingly, the Bureau herein warrants and
represents to the City that it shall grant said consultant full and complete access to any and all
records, documents, correspondence, as the Bureau may maintain throughout the normal course of its
business, for inspection by the consultant, at the Bureau's main place of business, during normal
working hours.
SECTION 7.02 Public Records and Open Meeting Policy. TheBureaushall
adhere to the policy attached as Exhibit H to this Agreement regarding access to its Board, Executive
Committee, and committee and/or sub -committees meetings, as well as its corporate records.
SECTION 7.03 Performance Reports. The Bureau agrees to provide the City
with monthly and annual reports measuring and benchmarking the Bureau's success as identified in
the Strategic Plan. These reports shall include, but not be limited to, the following categories:
Operating Policies & Procedures:
Visitor Center Guidebook
Convention Sales Standard Operating Procedures
Convention Services Standard Operating Procedures
SMG/MBCC & GMCVB Marketing Agreement
Tourism Sales:
New leisure visitor generated and estimated visitor receipts
New tour operator sales leads generated and attendant dollar value
GMCVB Membership:
Increase Private Membership participation
Leverage and In-kind Support
17
ROI Analysis:
Conventions & Meetings
(annual number of conventions/meetings booked, anticipated delegates/visitors, room nights
and total estimated delegates/visitors receipts)
Advertisings
(conversion analysis estimating actual new visitors, hotel room nights and visitors receipts)
GMCVB Website (hotel booking results)
Tourism Sales
Revenue Per Available Rooms (Rev Par)
Total Number of Positive Media Impressions
Resource Reports to be submitted:
Lost Business Reports
Cancelled Business Reports
In-kind Partnership Report
Conversion of Sales Leads to Business Booked
Convention Income Survey
Convention Summary Reports
E-Autofeedback Sample Survey
An additional detailed list of required reports is provided in Exhibit I, attached and incorporated
hereto.
SECTION 8 PROCUREMENT OF GOODS & SERVICES.
In addition to the provisions of 1.01(i), the Bureau shall procure goods and services on a
competitive basis and shall provide opportunities for African American, Hispanic American and
women owned businesses and services. In order to promote a broader outreach and encourage new
and diverse potential bidders and proposers, the Bureau shall use its best efforts in cooperating with
the City to establish a broader-based "pool" from which to procure said goods and services. This may
include, but not be limited to, workshops to be co-sponsored by the City and the Bureau for that
purpose, said workshop(s) and to be held on Miami Beach.
18
SECTION 9 NOTICES.
All notices, demands and requests which are given by the parties shall be in writing and shall
be deemed to be properly given if sent by United States mail, postage prepaid, addressed as follows:
As to Miami Beach:
As to the Bureau:
Attention: City Manager
City of Miami Beach
1700 Convention Center Drive
Miami Beach, FL 33139
Attention: President
Greater Miami Convention & Visitors Bureau
701 Brickell Avenue, Suite 2700
Miami, FL 33131
Any such names and addresses may be changed at any time upon the giving of written notice
of such change sent by United States mail, postage prepaid, to the other parties affected by the
change. A copy of any notice sent by one party to another shall be sent to all other parties noted
above.
SECTION 10 STATUS OF BUREAU AS INDEPENDENT CONTRACTOR.
The parties hereto understand and agree that the relationship of the Bureau and Miami Beach
is that of an independent contractor. In carrying out its functions under this Agreement, the Bureau
is not, nor shall it ever be construed as, the agent or representative of Miami Beach, and this
Agreement is not intended to establish a partnership, a joint venture, or the relationship of principal
agent.
SECTION 11 GOVERNING LAW AND EXCLUSIVE VENUE.
This Agreement shall be governed by, and construed in accordance with, the laws of the State
of Florida, both substantive and remedial, without regard to principles of conflict of laws. The
exclusive venue for any litigation arising out of this Agreement shall be Miami -Dade County,
Florida, if in state court, and the U.S. District Court, Southern District of Florida, if in federal court.
BY ENTERING INTO THIS AGREEMENT, THE CITY AND THE BUREAU EXPRESSLY
WANE ANY RIGHTS EITHER PARTY MAY HAVE TO A TRIAL BY JURY OF ANY CIVIL
LITIGATION RELATED TO, OR ARISING OUT OF, THIS AGREEMENT.
1.9
IN WITNESS WHEREOF, Miami Beach and the Bureau have caused this Agreement to be
duly executed in their name and on their behalf by their duly constituted officers, and the Bureau has
caused this Agreement to be duly executed by its duly authorized corporate officers, all as of this
j Si day of CkTbL1t , 2004.
Attest:
1th/a Pcutdt,u._
City Clerk
Attest:
Syetary
i%ja, Pthtir-
Print Name
CITY OF B ACH
GREATER MIAMI CONVENTION &
VISITORS BUREAU
President
Wji/'am b.7aitrt
Print Name
F:1atto\AGUR\AGREEMNTIGMCVB Agreement (2004) - Final (12-29-04).doc
STATE OF FLORIDA
}
20
11r
APPROVED AS TO
FORM & LANGUAGE
& FOR EXECUTION
SS:
COUNTY OF DADE
The foregoing instrument was acknowledged before me this/Q day o AV' ,
200)5, by Mayor David Dermer and Robert Parcher, City Clerk, or their designees respecti(ely, on
behalf of the CITY OF MIAMI BEACH, known to me to be the persons described in and who
executed the foregoing instrument, and acknowledged to and before me that they executed said
instrument for the purposes therein expressed.
WITNESS my hand and official seal, this /0 day of 4/900,y' ,
STATE OF. FLORIDA
Notary Public, State of Florida at Large
Commission No.:
My Commission Expires:
21
A
Comet 00023048iboss 7
Sawed Ivo 000)02.425.
COUNTY. OF DADE
}
}
SS:
The foregoing instrument was acknowledged before me this of kiaAttalq
2004 b 11 ,)am , President, and 0 "Xerx..i.c.$ecretary, or
their designees respectively, on behalf of the GREATER MIAM CONVENTION& VISITORS
BUREAU, known to me to be the persons described in and who executed the foregoing instrument,
and acknowledged to and before me that they executed said instrument for the purposes therein
expressed.
WITNESS myhand and official seal, this /t --da of off i(,C , 2004.
Y
Notary PubligYState of Florida at Large
Commission No.:
My Commission Expires:
22
Toni Johnston
• •� My Commission D0118281
ale' J Expires May 09, 2008