2011-27679 Reso RESOLUTION NO. 2011 -27679
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, RETROACTIVELY AUTHORIZING THE ACCEPTANCE
OF $13,000 DOLLARS IN CASH DONATIONS (INCLUDING SPONSORSHIPS)
MADE TO THE CITY FOR THE ANNUAL FOURTH OF JULY CELEBRATION, A
FREE EVENT; AND FURTHER APPROPRIATING SAID FUNDS FOR THE FOURTH
OF JULY CELEBRATION; AND ACCEPTING AND APPROPRIATING FUTURE
DONATIONS FOR THIS PURPOSE; AND AUTHORIZING THE CITY MANAGER OR
HIS DESIGNEE TO MAKE SUCH EXPENDITURES AND /OR REIMBURSEMENTS
FROM THE AFORESTATED DONATIONS, IN FURTHERANCE OF AND
CONSISTENT WITH THE AFORESTATED EVENT.
WHEREAS, in 1991, the City of Miami Beach launched the first "An American Celebration" as a
means to attract more visitors to this area during the 4 of July; and
WHEREAS, this celebration has been carried out year after year as a vehicle to continue to bring
more visitors to the city; and
WHEREAS, the event includes performances for the public and a fireworks show, all free of
charge; and
WHEREAS, in furtherance of the City's July 4 2011 event, following entities have made
Donations to the City and shall be recognized as event sponsors:
o Waste Management
o Monster Energy Drink
o Mangos Tropical Cafe
o Ocean Drive Association
o New York Times; and
WHEREAS, it is hereby recommended that the Mayor and City Commission accept the
aforestated donations on behalf of the City for July Fourth, and further authorize the City Manager to
accept future sponsorships on behalf of the City (which may be made following the effective date of this
Resolution) in furtherance of July Fourth 2011, subject to ratification of same by the City Commission at
its July meeting; and
WHEREAS, it is further recommended that the Mayor and City Commission hereby authorize the
City Manager or his designee to make any necessary reimbursements and /or expenditures of the
aforestated donations, as well as future donations, in furtherance of and consistent with the aforestated
July Fourth 2011 event.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby
retroactively authorizes the acceptance $13,000 dollars in cash donations (including sponsorships) made
to the city for the annual fourth of July celebration, a free event; and further appropriating said funds for
the fourth of July celebration; and accepting and appropriating future donations for this purpose; and
authorizing the city manager or his designee to make such expenditures and /or reimbursements from the
aforestated donations, in furtherance of and consistent with the aforestated event.
PASSED and ADOPTED this /3 i`H day of 7141 , 2011.
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COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution retroactively authorizing the acceptance of $13,000 dollars in cash donations (including
sponsorships) made to the City for the annual Fourth of July celebration, a free event; and further
appropriating said funds for the Fourth of July celebration; and accepting and appropriating future
donations for this purpose, and authorizing the City Manager or his designee to make such expenditures
and /or reimbursements from the aforestated donations, in furtherance of and consistent with the
aforestated event
Key Intended Outcome Supported:
Increase community ratings of cultural activities.
Supporting Data (Surveys, Environmental Scan, etc.): The 2009 Community Satisfaction Survey reported
more than one -fifth of all resident respondents feel there are "too few" family friendly activities (24.6 %) and
cultural activities (24.1 %). Additionally, on average, residents attended 10.61 cultural activities per year and
7.19 family friendly activities per year.
Issue:
Should the City accept sponsorships for July Fourth?
Item Summary /Recommendation:
In 1991, the City of Miami Beach launched the first "An American Celebration" as a means to attract more
visitors to this area during the 4th of July. This celebration, due to its great success, has been carried on
year after year as a vehicle to continue to bring more visitors to the city. In order to generate interest in all
areas of the city, the event's location used to alternates between the North Beach community (72 Street
beach front) and the South Beach Community (Ocean Drive Beach Front) areas. When taking place in
North Beach, the fireworks were discharged from a barge in the Atlantic Ocean. Unfortunately, due to the
extremely high costs of procuring a barge, the City has produced the July 4 event from South Beach
since 2007. However, the City has implemented a free shuttle from North Beach.
The event took place at 9th Street east of Ocean Drive at Lummus park. This year's program featured
performances DJ Maximus, Big Poppa E and E Band and the South Florida Jazz Orchestra under the
direction of Chuck Bergeron, with special guest vocalist Nicole Henry. The City also partnered with
Classical South Florida Radio 89.7 FM to broadcast the program live on the radio. The fireworks show
was accompanied by patriotic melodies compiled by Classical South Florida. The program began at noon
with the aforementioned performances followed by a sixteen (16) minute firework show at 9pm.
July 4 is an all day event and it is open to the general public at no charge.
Advisory Board Recommendation:
N/A
Financial Information:
Source of Amount Account
Funds: 1
OBPI Total
Financial Impact Summary:
These sponsors are providing a total of $13,000 in funding and in -kind contributions to offset the costs for July
4th.
City Clerk's Office Legislative Tracking:
Max Sklar, Tourism and Cultural Development Director
Sign - Offs:
Department Director ssi tant City Manager City Manager
T:IAGENDAl201117- 13- 111July 4th Sponsorship • cceptance Summ.doc
M IAMIBEACH AGEND ITEM DATE 7 1
CIA MIAMI BEACH
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: July 13, 2011
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, RETROACTIVELY AUTHORIZING THE
ACCEPTANCE OF $13,000 DOLLARS IN CASH DONATIONS (INCLUDING
SPONSORSHIPS) MADE TO THE CITY FOR THE ANNUAL FOURTH OF JULY
CELEBRATION, A FREE EVENT; AND FURTHER APPROPRIATING SAID
FUNDS FOR THE FOURTH OF JULY CELEBRATION; AND ACCEPTING AND
APPROPRIATING FUTURE DONATIONS FOR THIS PURPOSE; AND
AUTHORIZING THE CITY MANAGER OR HIS DESIGNEE TO MAKE SUCH
EXPENDITURES AND /OR REIMBURSEMENTS FROM THE AFORESTATED
DONATIONS, IN FURTHERANCE OF AND CONSISTENT WITH THE
AFORESTATED EVENT.
ADMINISTRATION RECOMMENDATION
Adopt the resolution.
ANALYSIS
In 1991, the City of Miami Beach launched the first "An American Celebration" as a means to
attract more visitors to this area during the 4 of July. This celebration, due to its great
success, has been carried on year after year as a vehicle to continue to bring more visitors
to the city. In order to generate interest in all areas of the city, the event's location used to
alternates between the North Beach community (72 Street beach front) and the South
Beach Community (Ocean Drive Beach Front) areas. When taking place in North Beach,
the fireworks were discharged from a barge in the Atlantic Ocean. Unfortunately, due to the
extremely high costs of procuring a barge, the City has produced the July 4 event from
South Beach since 2007. However, the City provides FREE transportation from the 72
Street and 81 Street parking lots in North Beach.
On July 4 2011, the City of Miami Beach hosted its 18 annual July 4 celebration. The
event took place at 9th Street east of Ocean Drive at Lummus park. This year's program
featured performances by DJ Maximus; Big Poppa E and the E Band; and the South Florida
Jazz Orchestra under the direction of Chuck Bergeron, with special guest vocalist Nicole
Henry. The City also partnered with Classical South Florida Radio 89.7 FM to broadcast the
program live on the radio. The fireworks show was accompanied by patriotic melodies
compiled by Classical South Florida. The program began at noon with the aforementioned
performances followed by a sixteen (16) minute firework show at 9pm.
July 4 th is an all day event and it is open to the general public at no charge. Marketing efforts
for this event include PSAs and printed ads starting a month prior to the event. The media
plan included news and local programming coverage for the event, including MB77, the
July 4th
July 13, 2011
City Commission Meeting
Page 2 of 2
Miami Beach government channel, as well as radio, television, and newspaper calendars
around South Florida.
The City secured the following sponsors for the event at varying levels of support:
o Waste Management
o Monster Energy Drink
o Mangos Tropical Cafe
o Ocean Drive Association
o New York Times
This year's media sponsors included:
1. The Miami Herald, El Nuevo Herald and Miami.com
2. The Miami New Times
3. Classical South Florida
4. Atlantic Broadband
5. Welcome Channel
CONCLUSION
Staff worked diligently to identify funding sources to off-set the costs of producing this event.
The Administration recommends the adoption of the attached Resolution authorizing the
acceptance of these donations, their appropriation to cover costs of July 4th.
JMG /HMF /MAS
T.\AGENDA\2011 \7- 13- 11\July 4th Sponsorship Acceptance Memo.doc