2011-27725 Reso RESOLUTION NO. 2011 - 27725
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, AUTHORIZING THE ACCEPTANCE OF A
TOTAL OF THIRTY -THREE THOUSAND DOLLARS ($33,000) IN CASH AND
IN -KIND DONATIONS FROM THE SPONSORS SET FORTH IN THIS
RESOLUTION, MADE TO THE CITY FOR SLEEPLESS NIGHT 2011, A
FREE CITYWIDE ARTS AND CULTURAL EVENT; AND FURTHER
APPROPRIATING SAID FUNDS FOR SLEEPLESS NIGHT; AND ALSO
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 2007, the City produced the first Sleepless Night, an all- night, free,
citywide celebration of the arts, presented by the City of Miami Beach Tourism and Cultural
Development (TCD) Department and Cultural Arts Council (CAC); and
WHEREAS, "Sleepless Night" is a collaboration of all of the City's major cultural
institutions, theaters, galleries and arts organizations, along with hotels, shops, clubs,
restaurants, and individual artists and presenters; and
WHEREAS, the event includes indoor and outdoor art exhibits, installations,
performances, fashion shows, tours, dance, theater, music, film and other cultural offerings, all
presented without admission charge; and
WHEREAS, in furtherance of Sleepless Night 2011, to be held on November 5, 2011,
the following entities have made Donations to the City, totaling $33,000 in cash and in -kind
services, and shall be recognized as sponsors of "Sleepless Night" 2011:
o Catalina Hotel and Beach Club (Host Hotel);
o Classical 89.7;
o Ford;
o Monster Energy Drink; and
WHEREAS, it is hereby recommended that the Mayor and City Commission accept the
aforestated donations on behalf of the City for Sleepless Night 2011, and that the City Manager
be further authorized to accept future sponsorships on behalf of the City (which may be made
following the effective date of this Resolution) in furtherance of "Sleepless Night" 2011; 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 "Sleepless Night" 2011 event.
NOW THEREFORE, BE IT DULY RESOLVED BY THE E MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission hereby authorizes the acceptance of a total of thirty -three thousand dollars
($33,000) in cash and in -kind donations from the sponsors set forth in this resolution, made to
the City for Sleepless Night 2011, a free citywide arts and p 9 y nd cultural event; and further
appropriating said funds for Sleepless Night; and also 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 /L/41 day of 50(164‘c , 2011.
ATTEST: •
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CITY CLERK
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COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution authorizing the acceptance of thirty -three thousand dollars in cash and in -kind donations (including sponsorships)
made to the City for Sleepless Night 2011 a free citywide arts
and cultural event; and further
y p g yw appropriating said funds for
Sleepless Night; 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 Sleepless Night?
Item Summary /Recommendation:
In 2007, The City produced the first Sleepless Night, an all- night, FREE, citywide celebration of the arts, presented by the
City of Miami Beach Tourism and Cultural Development (TCD) Department and Cultural Arts Council (CAC). This
innovative citywide showcase of culture first began internationally when Paris hosted the first "Nuit Blanche" event in 2002.
Sleepless Night 2007 provided guaranteed audiences for artists and arts institutions (many of them local), allowing them to
expand their reach and capacities; introduced tens of thousands of people to new artists and art forms; and, very
importantly, provided over 100,000 customers to Miami Beach businesses. The 2009 event once again exceeded
expectations. Approximately 130,000 residents and visitors (30,000 more than we had in 2007, according to City estimates)
enjoyed 150 free cultural offerings at 80 locations spread throughout the city and the 13 -hour night. The event provided
direct employment to 400 artists and technicians.
In 2009 our host hotel, the Catalina Hotel and Beach Club, and its sister properties in the South Beach Hotel Group, were
completely sold out; the Catalina alone counted 1,053 room nights for the event. Occupancy rates citywide were down 1.7%
Friday, November 6 and 2% Saturday, November 7 (compared to the same weekend in 2008). However, the previous
weekend (October 30 and 31) occupancy was down 12.7% Friday and 9.9% Saturday, and the weekend following Sleepless
Night (November 13 and 14) occupancy was down 4.9% Friday and 11.4% Saturday. These lower occupancy rates,
attributable to the sluggish economy as well as to the huge increase in numbers of available rooms, nevertheless show
measurable improvement - as much as 9.4% - due to Sleepless Night.
The event's strong publicity value is also measureable. Even using the lowest national industry valuation of 23 cents per
impression, Sleepless Night's 919,153,810 media impressions garnered the city $211,405,376 in marketing value to
promote Miami Beach as a cultural destination. The $123,611 actually spent on marketing the event bought $1,369,424 in
dollar value advertising, including $989,075 in 30- second television spots on Comcast and Atlantic Broadband channels.
On November 29, 2010, the Knight Foundation awarded the City a $200,000 matching grant for Sleepless Night 2011 and
2012 ($100,000 in each year). The grant was one of only 27 proposals funded out of more than 950 applicants, and was
the third largest grant awarded in that year's program. To date, the City has secured sponsorships totaling $33,000 in cash
from Ford, New York Times, Classical South Florida and Monster Energy Drink.
Advisory Board Recommendation:
N/A
Financial Information:
Source of Funds: Amount Account
1
OBPI Total
Financial Impact Summary:
These sponsors are providing a total of $33,000 in funding and in -kind contributions to offset the costs for Sleepless Night.
City Clerk's Office Legislative Tracking:
Max Sklar, Tourism and Cultural Development Director
Si • n -Offs:
D : ZIEM D ector Assistant City Manager City Manager
•
T.WG3 NA\2011 • - - -11 \Sleepless Night Spo orship Acceptance Summ.doc • Oar
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a_4 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 y Commission
FROM: Jorge M. Gonzalez, City Manager
DATE: September 14, 2011
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, AUTHORIZING THE ACCEPTANCE OF THIRTY -
THREE THOUSAND DOLLARS ($33,000) IN CASH AND IN -KIND DONATIONS
(INCLUDING SPONSORSHIPS) MADE TO THE CITY FOR SLEEPLESS NIGHT
2011, A FREE CITYWIDE ARTS AND CULTURAL EVENT; AND FURTHER
APPROPRIATING SAID FUNDS FOR SLEEPLESS NIGHT; 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 2009, the City presented the second edition of Sleepless Night, the all- night, free, citywide
celebration of the arts, presented by the Department of Tourism and Cultural Development
(TCD) and Cultural Arts Council (CAC.) The event was produced in -house by TCD staff in
response to the 2005 and 2007 Community Satisfaction Surveys in which residents
expressed their desire for more free cultural activities. The third edition of Sleepless Night is
scheduled for November 5, 2011.
The idea for Sleepless Night grew from our desire to offset any impact from the opening of
the Arsht Center in downtown Miami. Prior to the Center's opening, our Jackie Gleason
Theater of the Performing Arts was the county's venue of choice for Broadway road shows,
opera, ballet, and major classical music concerts. Most of those bookings and their
accompanying economic impact were lost with the opening of the Arsht Center, which
resulted in the City pursuing other options for the facility. As you know, Live Nation was
competitively selected to manage the Gleason.
Sleepless Night was created by the CAC (which counts cultural marketing as one of its
primary concerns) to restore confidence in the city's commitment to the arts and to
strengthen our reputation as the region's prime cultural tourism destination. The highly
successful international Nuit Blanche model (which first appeared in Paris in 2002) was
chosen because it offered the opportunity to reach all of the diverse populations of South
Florida, and to create community by removing the barriers that often disenfranchise some
segments of the population. Additionally, Nuit Blanche had been triumphant at addressing
Sleepless Night
September 14, 2011
City Commission Meeting
Page 2 of 4
Florida, and to create community by removing the barriers that oftendisenfranchise some
segments of the population. Additionally, Nuit Blanche had been triumphant at addressing
the ultimate issue facing the arts today, audience - building, by engaging the public with a
wide range of cultural presentations woven into the fabric of a social event. Similar events
are held in other major international cities, including Madrid, Rome, Paris and Montreal, to
name a few.
Sleepless Night 2007
Sleepless Night 2007 provided guaranteed audiences for artists and arts institutions (many
of them local), allowing them to expand their reach and capacities; introduced tens of
thousands of people to new artists and art forms; and, very importantly, provided over
100,000 customers to Miami Beach businesses. The event created a tremendous amount of
civic pride, a shared sense of community, and positive, constructive opportunities for youth.
It also created a dream destination for the cultural tourist, who for the price of airfare and a
hotel room, could choose from over 100 free, first -class performances and exhibitions.
Businesses reported increased activity. The Sleepless Night 2007 event was funded by a
combination of grants (Miami Beach VCA); CAC funds; City marketing funds; Greater Miami
Convention and Visitors Bureau funds; and corporate sponsors (Bustelo, Springbac Drink,
etc.). The total event budget was $396,000, and a priority was placed on marketing the event
to attract visitors (local, national and international).
Sleepless Night 2009
The 2009 event once again exceeded expectations. Approximately 130,000 residents and
visitors (30,000 more than we had in 2007, according to City estimates) enjoyed 150 free
cultural offerings at 80 locations spread throughout the city and the 13 -hour night. The event
provided direct employment to 400 artists and technicians. All of the city's cultural
institutions, theaters, galleries and arts organizations, along with many restaurants, hotels,
shops and clubs, collaborated with us to present outstanding local, national and international
artists. An increased number of free shuttle buses with onboard arts programming once
again connected the four main zones of activity (North Beach, Collins Park, Lincoln
Road/City Center and Ocean Drive) and remote parking ) p 9 locations for the duration of the
event. Included were free museum admissions, indoor and outdoor art and sound
installations and performances, architectural tours, theater, dance, music, slam poetry, film,
video, fashion, circus acts, comedy and more. All of the indoor events, which included
children's shows, full- length plays in Spanish and in English, music and dance concerts and
comedy, played to capacity crowds and received standing ovations. An increased number of
outdoor events assured availability of quality arts experiences for all. The programming was
designed to appeal to every audience, from pre - schoolers to seniors; because it covered the
entire spectrum of arts and entertainment, it appealed to all ages, ethnicities, and
socioeconomic and education levels.
The 2009 event had a budget of $685,000. Funding was provided through grants (from the
National Endowment for the Arts, the Knight Foundation, the State of Florida, and the Miami -
Dade Tourist Development Council); the GMCVB; the Miami Beach VCA; City marketing
funds and corporate sponsors (Audi, Red Bull, Classical South Florida Radio, Bustelo and
Ocean Drive Association). Once again, funds were budgeted to market the event locally,
nationally and internationally. In addition to the 30% increase in total attendance, Sleepless
Night 2009 garnered nearly a billion positive media impressions for Miami Beach and
enabled many Miami Beach businesses to achieve record - breaking sales figures for the
night.
Sleepless Night
ht g
September 14, 2011
City Commission Meeting
Page 3 of 4
EVENT IMPACT
Sleepless Night was intended to provide an economic impact to the City in the normally slow
first week of November. According to the study "Arts & Economic Prosperity: The Economic
Impact of Nonprofit Arts Organizations and Their Audiences in the City of Miami Beach,"
commissioned by the Miami -Dade Department of Cultural Affairs and the City's Cultural
Affairs Program and conducted by Americans for the Arts, "All nonprofit arts attendees" [ "all"
referring to residents and non - residents]" spend an average of $46.96 per person (not
including the cost of admission)" Thus, roughly $6,104,000 in dollars spent can be directly
attributed to the 130,000 Sleepless Night attendees.
Further, the first Sleepless Night (2007) fueled a 12.4% increase in hotel occupancy over the
same day in the previous year, as well as a 4% increase in Average Daily Rate and a 16.9%
increase in Revenue per Available Room. In 2009 our host hotel, the Catalina Hotel and
Beach Club, and its sister properties in the South Beach Hotel Group, were completely sold
out; the Catalina alone counted 1,053 room nights for the event. Occupancy rates citywide
were down 1.7% on Friday, November 6 and 2% on Saturday, November 7 (compared to the
same weekend in 2008). However, the previous weekend (October 30 and 31), occupancy
was down 12.7% (Friday) and 9.9% (Saturday), and the weekend following Sleepless Night
(November 13 and 14) occupancy was down 4.9% (Friday) and 11.4% (Saturday). These
lower occupancy rates, attributable to the sluggish economy as well as to the huge increase
in numbers of available rooms, nevertheless show measurable improvement - as much as
9.4% - due to Sleepless Night.
The event's strong publicity value is also measureable. Even using the lowest national
industry valuation of 23 cents per impression, Sleepless Night's 919,153,810 media
impressions garnered the city $211,405,376 in marketing value to promote Miami Beach as
a cultural destination. The $123,611 actually spent on marketing the event bought
$1,369,424 in dollar value advertising, including $989,075 in 30- second television spots on
Comcast and Atlantic Broadband channels.
FUNDING
As previously noted, the vast majority of funding for Sleepless Night is from outside sources.
The 2009 event was one of only 31 projects (out of more than a thousand applications)
funded in the Knight Foundation's highly competitive and prestigious Knight Arts Challenge.
Knight, looking for arts projects "with the transformative power to create community,"
awarded Sleepless Night 2009 a $150,000 matching grant. Audi of America quickly jumped
on board as title sponsor, and was joined by the National Endowment for the Arts, the State
of Florida, Department of State, Division of Cultural Affairs and the Florida Arts Council,
Miami -Dade County Cultural Affairs Division, the Ocean Drive Association, Classical South
Florida radio, the Miami Beach VCA, the GMCVB, Red Bull, Comcast, Whole Foods Market,
Cafe Bustelo and others.
On November 29, 2010, the Knight Foundation awarded the City a $200,000 matching grant
for Sleepless Night 2011 and 2012 ($100,000 in each year). The grant was one of only 27
proposals funded out of more than 950 applicants, and was the third largest grant awarded
in that year's program.
To date, the City has secured sponsorships totaling $33,000 in cash from Ford, New York
Times, Classical South Florida and Monster Energy Drink. In addition to the Knight
Sleepless Night
September 14, 2011
City Commission Meeting
Page 4 of 4
pending grant applications with the VCA and Miami -Dade County. The City continues to
negotiate with other potential sponsors.
The projected budget is provided below. The event budget will be adjusted according to
available funds, with reductions to artist fees, printing and marketing /advertising line items
made as needed.
PROJECTED
REVENUE 2011 NOTES
CMB - CAC Marketing Funds $ 94,000.00
VCA, NEA, State of Florida, Miami -Dade
Grants $ 110,000.00 County
Knight Foundation Grant $ 100,000.00 Year 1 of 2
GMCVB $ 150,000.00
Burger King, Ford, NYT, Classical South
Corporate Sponsorships $ 33,000.00 Florida, Monster
Other anticipated sponsorships $ 118,000.00
TOTAL INCOME $ 605,000.00
PROJECTED
EXPENSES 2011
City Services $ 40,000.00 Fire, Police, Sanitation, Prop Mgmt
Artist Fees, Festival Coordination, Technical
Professional Services $ 305,000.00 Services, Shuttle Busses, Legal
Production and Equipment Staging, Sound, Lights, Backline, Barricades,
Rental $ 75,000.00 Banner Stands, Theatrical Expenses
Printing Services $ 30,000.00 T- Shirts, Flyers, Programs, Posters
Marketing and Advertising $ 135,000.00 Marketing, Advertising and Public Relations
Artist Travel Expenses, ADA
Other Operating Expenses $ 20,000.00 Accommodations, Misc.
TOTAL EXPENSES $ 605,000.00
CONCLUSION
Staff has worked diligently to identify funding sources to off -set the costs of producing this
event that provides a spectacular cultural experience for our residents, and promotes the
City as a cultural destination. The Administration recommends the adoption of the attached
Resolution authorizing the acceptance of these donations, their appropriation to cover costs
of Sleepless Night, as well as the acceptance and appropriation of future donations.
JMG /HMF /MAS /GF
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