2012-27956 Reso RESOLUTION NO.', 2012 -27956
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, RETROACTIVELY APPROVING AND AUTHORIZING
THE ACCEPTANCE OF $18,500 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 AUTHORIZING THE CITY
MANAGER OR HER 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 4th 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 2012 event, following entities made donations to
the City and were recognized as event sponsors:
o Coca -Cola;
o Classical South Florida Radio;
o Waste Management;
o Planet Dodge;
o Planet Fiat;
o Allied Marketing;
o TD Bank; and
WHEREAS, it is hereby recommended that the Mayor and City Commission retroactively approve
and accept the aforestated donations on behalf of the City for the July 4, 2012 event; and
WHEREAS, it is further recommended that the Mayor and City Commission hereby authorize the
City Manager or her designee to make any necessary reimbursements and /or expenditures of the
aforestated donations, in furtherance of and consistent with the aforestated July 4, 2012 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 approves and authorizes the acceptance $18,500 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 authorizing the city manager or her
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 47 day of J 14 1 Y 2012.
ATTEST: . Y24649
.. M YO
CITY CLERK
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COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution retroactively authorizing the acceptance of $18,500 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 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 2012 Community Satisfaction Survey reported
that 66% of all resident respondents felts that the number of family friendly activities and cultural activities are
"about right ". Additionally, on,average, residents attended 15 cultural activities per year and 13 family friendly
activities per year. These indicate increased satisfaction from the 2009 survey.
Issue:
Should the City accept sponsorships for July Fourth?
Item Summa /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 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 has implemented a free shuttle from North Beach.
On July 4 2012, the City of Miami Beach hosted its 19 annual July 4 celebration. The event took place
at 8th Street east of Ocean Drive at Lummus park. This year's program entitled "Coca -Cola Presents Fire
on the Fourth, Brought to You by the City of Miami Beach And Classical South Florida Radio" featured
performances from Fred Thomas, South Florida Symphony Orchestra Quartet and DJ Maximus3000. 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
unds: 1 1 $18,500 011.9322.000352
t OBP Total
Financial Impact Summary:
These ,sponsors are providing a total of $18,500 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 / d'ssistant City Manager City Ma ager
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® 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 Co mission
FROM: Kathie G. Brooks, Interim City Manager j��✓
DATE: July 18, 2012
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, RETROACTIVELY APPROVING AND AUTHORIZING
THE ACCEPTANCE OF $18,500 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 AUTHORIZING THE
CITY MANAGER OR HER 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.
FUNDING
Donations (including Sponsorships) made to the City for the July 4, 2012 event will be
expended from 011.9322.00352.
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 4t 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 2012, the City of Miami Beach hosted its 19 annual July 4 celebration. The
event took place at 8th Street east of Ocean Drive at Lummus park. This year's program
entitled "Coca -Cola Presents Fire on the Fourth, Brought to You by the City of Miami Beach
And Classical South Florida Radio" featured performances from Fred Thomas, South Florida
Symphony Orchestra Quartet and DJ Maximus3000. 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.
I
July 4th
July 18, 2012
City Commission Meeting
Page 2 of 2
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
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 . Coca -Cola
o Classical South Florida Radio
o Waste Management
o Planet Dodge
o Planet Fiat
o Allied Marketing
o TD Bank
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 /HMFWAS
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