2013-28134 Reso RESOLUTION NO. 2013-28134
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE
FINANCE AND CITYWIDE PROJECTS COMMITTEE NOT TO PURSUE
NAMING RIGHTS FOR PUBLICLY OWNED FACILITIES AND PARKS AND TO
FURTHER RESEARCH THE DEVELOPMENT OF A MIAMI BEACH PARKS
FOUNDATION
WHEREAS, the City has been involved in efforts to maximize its strong brand
presence by partnering with corporate entities in a manner that generates good publicity and
marketing for the City, while at the same time generating revenue or providing savings to the
City; and
WHEREAS, the City's municipal marketing (also known as "corporate sponsorship")
consultant, The Superlative Group(TSG), has identified priorities for their efforts,while other
activities have been identified to be pursued internally with the City's Development
Coordinator, the contract support staff for TSG; and
WHEREAS, efforts have focused on identifying potential municipal marketing 9P P 9P artners
and opportunities for partnership, and reaching out to these potential partners to gauge
interest; and
WHEREAS,the City continued to pursue various efforts in municipal marketing,as you
know,we made considerable progress in the area of an Exclusive/Official citywide beverage
partner, resulting in the ten-year exclusive, non-alcoholic beverage sponsorship with Coca-
Cola Refreshments; and
WHEREAS, this was first presented to the Finance and Citywide Projects Committee
(FCWPC)at its July 26, 2012 meeting, where TSG explained that they initiated discussions
with a large corporate entity interested in partnering with the City on naming rights for South
Pointe Park; and
WHEREAS, at that time, this anonymous company proposed to support the City of
Miami Beach by enhancing and updating South Pointe Park and it was further explained that
the anonymous company stated would support the City to offer an enjoyable, inclusive and
accessible experience that will strengthen awareness and reinforce the core values of the City
of Miami Beach and that of the brand; and
Page 1 of 3
WHEREAS, the terms presented at that time included a $4 million cash contribution
over 20 years, or $200,000 annually, with a potential additional contribution toward the
maintenance of the park; and
WHEREAS, the FCWPC recommended TSG negotiate further with the anonymous
company and return to the Committee; and
WHEREAS,the FCWPC also stated that the$200,000 annually was not sufficient and
TSG should negotiate additional annual support to offset the City's annual maintenance costs;
and
WHEREAS, the anonymous company was subsequently identified to be Carnival
Corporation; and
WHEREAS, the concept was later presented to the South of Fifth Neighborhoods
Association (SOFNA) and Miami Beach United, and both organizations passed similar
motions against selling public land for naming rights or using public land for commercial
purposes. SOFNA also stated the city should instead consider forming a park conservancy;
and.
WHEREAS, on August 30, 2012,. TSG advised the City that Carnival Corporation
withdrew their proposal and was no longer interested in pursuing naming rights for South
Pointe Park; and
WHEREAS,the Parks and Recreation Department has begun researching the option
of establishing a foundation or a conservancy that would be dedicated to augmenting the
funding sources now supporting the City's parks and recreation system; and
WHEREAS, initial research has indicated that both entities are developed as 501(c)
(3) public-private partnership with the primary purpose of generating financial support for a
parks and recreation system; and
WHEREAS,a parks foundation may be expansive in its funding support of a parks and
recreation conservancy system; and
WHEREAS, the FCWPC discussed the item at its November 9, 2012 meeting and
recommended not moving forward with naming rights for public parks or public facilities and to
look into the Conservancy concept to restore, manage and enhance the Parks in partnership
with the public, for the enjoyment of present and future generations; and
Page 2 of 3
NOW,THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY COMMISSION
OF THE CITY OF MIAMI BEACH, FLORIDA, hereby accept the recommendation of the Finance
and Citywide Projects Committee at its November 9, 2012 meeting not to pursue naming rights for
publicly owned facilities and parks and to further research the development of a Miami Beach Parks
Foundation.
PASSED AND ADOPTED this day of /bra@ , 20 3 .
ATTEST: ;
•
Rafael Granado, ITY 11,LE 0 r��� r Philip Levine - A%'OR
APPROVED AS TO FORM
& LANGUAGE, AND FOR
EXECUTION
gt.,LOIg■ t - 13" /5
CITY ATTORNEY Dated
F:\RCPA\P&R Admin\Commission Items\2013-Commission\2013-28134 Resolution Accept FCWPC not to pursue naming rights for
publicly owned facilities revised by CMG 1-22-15.doc
Page 3 of 3
r
COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution accepting the recommendation of the finance and citywide projects committee not to pursue naming rights
for publicly owned facilities and parks and to further research the development of a Miami Beach parks foundation.
Key Intended Outcome Supported:
Ensure well-maintained facilities and Increase satisfaction with family recreational activities.
Supporting Data (Surveys, Environmental Scan, etc.): N/A
Item Summary/Recommendation:
The City has been involved in efforts to maximize its strong brand presence by partnering with corporate entities in a
manner that generates good publicity and marketing for the City, while at the same time generating revenue or providing
savings to the City. The City's municipal marketing (also known as "corporate sponsorship") consultant, The Superlative
Group (TSG), has identified priorities for their efforts, while other activities have been identified to be pursued internally
with the City's Development Coordinator.
TSG explained that they initiated discussions with a large corporate entity interested in partnering with the City on
naming rights for South Pointe Park, at the Finance and Citywide Projects Committee (FCWPC) on July 26, 2012. At
that time, this anonymous company proposed to support the City of Miami Beach by enhancing and updating South
Pointe Park. It was further explained that the anonymous company stated would support the City to offer an enjoyable,
inclusive and accessible experience that will strengthen awareness and reinforce the core values of the City of Miami
Beach and that of the brand.
The terms presented at that time included a $4 million cash contribution over 20 years, or $200,000 annually, with a
potential additional contribution toward the maintenance of the park. The Committee recommended TSG negotiate
further with the anonymous company and return to the FCWPC. The Committee also stated that the $200,000 annually
was not sufficient and TSG should negotiate additional annual support to offset the City's annual maintenance costs.
The anonymous company was subsequently identified to be Carnival Corp. The concept was later presented to the
South of Fifth Neighborhoods Association (SOFNA) and Miami Beach United. Both organizations passed similar
motions against selling public land for naming rights or using public land for commercial purposes. SOFNA also stated
the city should instead consider forming a park conservancy. On August 30, 2012, TSG advised the City that Carnival
Corp withdrew their proposal and was no longer interested in pursuing naming rights for South Pointe Park.
The Parks and Recreation Department has begun researching the option of establishing a foundation or a conservancy
that would be dedicated to augmenting the funding sources now supporting the City's parks and recreation system.
Initial research has indicated that both entities are developed as 501(c) (3) public-private partnership with the primary
purpose of generating financial support for a parks and recreation system. A parks foundation may be expansive in its
funding support of a parks and recreation conservancy system. An example is the Miami-Dade Park and Recreation
Department Foundation. As in contrast to the Central Park Conservancy, that invests its efforts solely in New York's
Central Park.
The Administration recommends adopting the Resolution.
Advisory Board Recommendation:
The Finance and Citywide Projects Committee met on November 9, 2012 and discussed this item. The Committee
recommended not moving forward with naming rights for public parks or public facilities and to look into the
Conservancy concept to restore, manage and enhance the Parks in partnership with the public, for the enjoyment of
present and future generations.
Financial Information:
Source of Amount Account
Funds: 1
OBPI Total
Financial Impact Summary:
City Clerk's Office Legislative Tracking:
Max Sklar, Acting Assistant City Manager
Sign-Offs:
Department Director Assistant City/ ag=` City Manager
r KGB
T:\AGENDA\2013\February 6\Film and Print Guidelines Amendment m do .s o x
AGENDA TEM MIAMBEACH ��—
DATE Z.4'13
r
M-- MIAMIBEACH
City of Miami Beach, 1700 Convention Center Drive,Miami Beach,Florida 33139,www.miamibeachfl.gov
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commissi n
FROM: Kathie G. Brooks, Interim City Manager a •
DATE: February 6, 2013
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI
BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE FINANCE AND
CITYWIDE PROJECTS COMMITTEE NOT TO PURSUE NAMING RIGHTS FOR
PUBLICLY OWNED FACILITIES AND PARKS AND TO FURTHER RESEARCH THE
DEVELOPMENT OF A MIAMI BEACH PARKS FOUNDATION.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
KEY INTENDED OUTCOME SUPPORTED
Ensure well-maintained facilities.
Increase satisfaction with family recreational activities.
BACKGROUND:
As you are aware, the City has been involved in efforts to maximize its strong brand presence by
partnering with corporate entities in a manner that generates good publicity and marketing for the
City, while at the same time generating revenue or providing savings to the City. The City's
municipal marketing (also known as"corporate sponsorship") consultant, The Superlative Group
(TSG), has identified priorities for their efforts, while other activities have been identified to be I
pursued internally with the City's Development Coordinator. The City's Development Coordinator
serves as the contract support staff for TSG.
Efforts have focused on identifying potential municipal marketing partners and opportunities for
partnership, and reaching out to these potential partners to gauge interest. The current economic
conditions have impacted the marketing budgets for many large corporations with histories of
engaging in these types of partnerships; municipal marketing efforts are funded principally from
marketing budgets, as they serve the primary purpose of promoting the corporation's brand and/or
product. Not surprisingly, corporate marketing budgets have been impacted and are often the first
affected when cost-cutting measures are initiated.While we continued to pursue various efforts in
municipal marketing, as you know, we made considerable progress in the area of an
Exclusive/Official citywide beverage partner, resulting in the ten-year exclusive, non-alcoholic
beverage sponsorship with Coca-Cola Refreshments.
This was first presented to the Finance and Citywide Projects Committee(FCWPC)at its July 26,
2012 meeting. TSG explained that they initiated discussions with a large corporate entity
interested in partnering with the City on naming rights for South Pointe Park. At that time, this
anonymous company proposed to support the City of Miami Beach by enhancing and updating
South Pointe Park. It was further explained that the anonymous company stated would support
February 6, 2013
City Commission Meeting
Accepting Recommendation of FCWPC—Naming Rights
Page 2 of 2
the City to offer an enjoyable, inclusive and accessible experience that will strengthen awareness
and reinforce the core values of the City of Miami Beach and that of the brand.
The terms presented at that time included a $4 million cash contribution over 20 years, or
$200,000 annually,with a potential additional contribution toward the maintenance of the park.The
Committee recommended TSG negotiate further with the anonymous company and return to the
FCWPC. The Committee also stated that the $200,000 annually was not sufficient and TSG
should negotiate additional annual support to offset the City's annual maintenance costs. The
anonymous company was subsequently identified to be Carnival Corp.
The concept was later presented to the South of Fifth Neighborhoods Association (SOFNA) and
Miami Beach United. Both organizations passed similar motions against selling public land for
naming rights or using public land for commercial purposes. SOFNA also stated the city should
instead consider forming a park conservancy.
On August 30, 2012, TSG advised the City that Carnival Corp withdrew their proposal and was no
longer interested in pursuing naming rights for South Pointe Park.
The Parks and Recreation Department has begun researching the option of establishing a
foundation or a conservancy that would be dedicated to augmenting the funding sources now
supporting the City's parks and recreation system.
Initial research has indicated that both entities are developed as 501(c) (3) public-private
partnership with the primary purpose of generating financial support for a parks and recreation
system. A parks foundation may be expansive in its funding support of a parks and recreation
conservancy system.An example is the Miami-Dade Park and Recreation Department Foundation.
As in contrast to the Central Park Conservancy,that invests its efforts solely in New York's Central
Park.
FINANCE AND CITYWIDE PROJECTS COMMITTEE
The Finance and Citywide Projects Committee met on November 9,2012 and discussed this item.
The Committee recommended not moving forward with naming rights for public parks or public
facilities and to look into the Conservancy concept to restore, manage and enhance the Parks in
partnership with the public, for the enjoyment of present and future generations.
CONCLUSION:
The Administration recommends adopting the recommendation of the Finance and Citywide
Projects Committee.
T:WGENDA\2013\February 6\FCWPC Referral Memo re TSG Renewal.doc