2017-29889 Reso RESOLUTION NO. 2017-29889
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATIONS OF
THE FINANCE AND CITYWIDE PROJECT COMMITTEE AT ITS MEETING
ON MAY 19, 2017 AND AUTHORIZING THE FOLLOWING IN CONNECTION
WITH THE 2020 SUPER BOWL LIV, TO BE HELD IN SOUTH FLORIDA
FROM JANUARY 18 THROUGH FEBRUARY 6, 2020 ("THE EVENT"): THE
WAIVER OF RENTAL FEES FOR HALLS A, B, C, D, AND ADJACENT
MEETING ROOMS AT THE MIAMI BEACH CONVENTION CENTER, IN AN
AMOUNT NOT TO EXCEED $857,540.80; CITY SPONSORSHIP OF THE
2020 SUPER BOWL LIV, IN AN AMOUNT NOT TO EXCEED $150,000, WITH
A SPONSORSHIP AGREEMENT IN A FORM ACCEPTABLE TO THE CITY
MANAGER AND CITY ATTORNEY; AND, ALL FUNDS SHALL BE SUBJECT
TO APPROVAL AND APPROPRIATION VIA THE FY 2017/18 BUDGET
PROCESS.
WHEREAS, on May 24, 2016, the National Football League (NFL) awarded Super Bowl
LIV to South Florida, where the game will take place at the newly renovated Hard Rock Stadium
in Miami Gardens, Florida on Sunday, February 2, 2020; and
WHEREAS, the Super Bowl is one of the largest television events, with over 111.9
million viewers worldwide. It is an economic engine that brings with it over $300 million in
economic impacts, $31 million in city and state tax revenue, and $190 million in direct spending;
over 1.3 million people attend the Super Bowl Park and NFL Experience, with over half of those
individuals being out-of-town visitors; and
WHEREAS, as part of the Super Bowl, the NFL Experience will be hosted at the Miami
Beach Convention Center along with the following activations; Media Center; Radio Row; and
NFL Social Media Command Center. The NFL will be utilizing all four halls of the Miami Beach
Convention Center and the adjacent meeting rooms to accommodate their NFL Experience and
media needs; and
WHEREAS, the NFL Experience, which is to be hosted at the Miami Beach Convention
Center, is the largest event, both physically and in number of attendees, in the week leading up
to the Super Bowl. Fans that attend will enjoy a variety of interactive games, displays,
entertainment attractions, kids' clinics, and free autograph sessions. With over 1 million visitors,
the NFL Experience has become one of the cornerstone events of the week leading up to Super
Bowl Sunday; and
WHEREAS, as part of the NFL's commitment to the City of Miami Beach, the Super
Bowl Host Committee 2020 will lead the efforts to connect NFL Charities related to the Super
Bowl 2020 and key Miami Beach projects supported by NFL Charities. These projects include;
NFL Play 60; Make a Wish Foundation; NFL Business Connect; and NFL Environmental
Awareness Initiatives. All in all, the investment in the City of Miami Beach by the Super Bowl
Host Committee 2020 is estimated to be $250,000; and
WHEREAS, as part of the NFL's Super Bowl LIV NFL Experience Venue License Term
Sheet, the NFL requests the waiving of the Miami Beach Convention Center facility rental fee for
the duration of the event. In addition to the week of activations within the Miami Beach
Convention Center, the NFL also requires 2 weeks prior to Super Bowl Sunday for setup and 1
week after Super Bowl Sunday for breakdown. The facility rental fee for the NFL would be
$857,540.80; and
WHEREAS, the City desires to serve as a sponsor of the Event, and agrees to waive the
Miami Beach Convention Center facility rental fee in the amount not-to-exceed $857,540.80;
and provide funding in the amount not-to-exceed $150,000.00 to the Super Bowl Host
Committee 2020; and
WHEREAS, at the May 13, 2017 City Commission meeting, the item was referred to the
Finance and Citywide Projects Committee for further vetting and recommendation of
sponsorship amounts; and
WHEREAS, at the May 19, 2017 meeting of the Finance and Citywide Projects
Committee, the Committee recommended that the City Commission approve and authorize the
sponsorship of NFL Super Bowl LIV and its related activations to be held in South Florida from
January 18 through February 6, 2020 (the "Event"); waive the Miami Beach Convention Center
facility rental fee for the Event in an amount not to exceed $857,540.80; and, further, provide
funding in an amount not to exceed $150,000 to the Super Bowl Host Committee 2020 for
sponsorship of the 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 accept the recommendations of the Finance and Citywide Project
Committee at its meeting on May 19, 2017 and authorize the following in connection with the
2020 Super Bowl LIV, to be held in South Florida from January 18 through February 6, 2020:
the waiver of rental fees for Halls A, B, C, D, and adjacent meeting rooms at the Miami Beach
Convention Center, in the amount not to exceed $857,540.80; City sponsorship of the 2020
Super Bowl LIV, in an amount not to exceed $150,000, with a sponsorship agreement in a form
acceptable to the City Manager and City Attorney; and, all funds shall be subject to approval
and appropriation via the FY 2017/18 budget process.
PASSED and ADOPTED this 7th day of June, 2017.
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Resolutions -C7 Q
MIAMI BE
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Jimmy L. Morales, City Manager
DATE: June 7, 2017
SUBJECT:A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF
THE FINANCE AND CITYWIDE PROJECT COMMITTEE TO SPONSOR
THE FOLLOWING IN CONNECTION WITH THE 2020 SUPER BOWL LIV,
TO BE HELD IN SOUTH FLORIDA FROM JANUARY 18 THROUGH
FEBRUARY 6, 2020 ("THE EVENT"): THE WAIVER OF RENTAL FEES FOR
HALLS A, B, C, D AND ADJACENT MEETING ROOMS AT THE MIAMI
BEACH CONVENTION CENTER, IN THE AMOUNT NOT TO EXCEED
$857,540.80; AND FURTHER PROVIDING CITY SPONSORSHIP OF THE
2020 SUPER BOWL LIV IN THE AMOUNT NOT TO EXCEED $150,000:
SPONSORSHIP AGREEMENT SUBJECT TO THE CITY MANAGER'S
APPROVAL; AND FUNDS TO BE CONSIDERED FOR APPROPRIATION
VIA THE FY2017/18 BUDGET PROCESS.
RECOMMENDATION
Administration recommends that the City Commission accept the recommendation of the Finance
and Citywide Committee and adopt the resolution approving the sponsorship of the Super Bowl LIV
Host Committee and the waiver of facility rental fees at the Miami Beach Convention Center, to
include development of a sponsorship agreement subject to approval by the City Manager.
ANALYSIS
As part of the NFL's Super Bowl LIV NFL Experience Venue License Term Sheet, the NFL
requests the waiving of the Miami Beach Convention Center facility rental fee for the duration of
the event. In addition to the week of activations within the Miami Beach Convention Center, the
NFL also requires 2 weeks prior to Super Bowl Sunday for setup and 1 week after Super Bowl
Sunday for breakdown. The facility rental fee for the NFL would be$857,540.80.
In addition, due to the significant and notable impact on the City of Miami Beach as a
destination city, the estimated $300 million economic impact, 1 million visitors to the Miami
Beach Convention Center, and the generous investment the Super Bowl will provide to the
local community through their work with NFL Charities, the proposition of awarding the Super
Bowl Host Committee 2020 a sponsorship in the amount of$150,000 has been presented.
We anticipate this will sponsorship will be supplemented by funds from the Miami Beach Visitor
Page 755 of 1511
and Convention Authority in approximately$90,000, as well as significant funds from the
Greater Miami Convention & Visitor's Bureau.
On May 19, 2015,the National Football League (NFL)announced the four finalists that would
compete to host either Super Bowl LI I I in 2019 or Super Bowl LIV in 2020; South Florida was
among the four finalists. On May 24, 2016, the NFL awarded Super Bowl LIV to South Florida,
where the game will take place at the newly renovated Hard Rock Stadium in Miami Gardens,
Florida on Sunday, February 2, 2020.
The Super Bowl is one of the largest national television events, with more than 111.9 million
viewers worldwide. The event is an economic engine that brings with it more than$300 million
in economic impacts, $31 million in city and state tax revenue, and $190 million in direct
spending. More than 1.3 million people attend the Super Bowl Park and NFL Experience each
year,with over half of those individuals being out-of-town visitors. The Super Bowl has become
a global phenomenon that puts the host location on an international stage and generates an
exponential growth in tourism, occupancy, and room rates. Greater Miami Convention &Visitors
Bureau statistics indicate occupancy rates for Super Bowl 2007 and 2010 increased 12.3%for
the Sunday prior to the event, and 31.2%for the Super Bowl Sunday. Room rates grew from
6%on the Sundays prior to Super Bowl and 99.5%on Super Bowl Sundays. The Revenue per
Available Room (RevPAR)increased by 19.3%for the Sunday prior, and 160%for Super
Bowl Sunday.
As part of the Super Bowl, the NFL Experience will be hosted at the Miami Beach Convention
Center along with the following activations; Media Center; Radio Row; and NFL Social Media
Command Center from January 18-February 6, 2020. The NFL will be utilizing all four halls of
the Miami Beach Convention Center and the adjacent meeting rooms to accommodate their
NFL Experience and media needs. These high profile activations will remain in place during the
entire week of the 2020 Super Bowl.
The NFL Experience hosted at the Miami Beach Convention Center is the largest event, both
physically and in number of attendees, in the week leading up to the Super Bowl. Fans that
attend will enjoy a variety of interactive games, displays, entertainment attractions, kids'clinics,
and free autograph sessions. With more than 1 Million visitors, the NFL Experience has
become one of the cornerstone events of the week leading up to Super Bowl Sunday.
The NFL Media Center, Radio Row, and the NFL Social Media Command Center all play an
integral part in the media coverage of the Super Bowl. The Media Center serves as the home
for both local and national media during their work at the Super Bowl. It houses a variety of
press conferences throughout the week and can see as many as 5,000 media outlets. The
NFL Social Media Command Center is the hub for all things Super Bowl in the week leading up
to Super Bowl 2020 and Miami Beach will be in the center of it all with this key element located
within the City.
As part of the NFL's commitment to the City of Miami Beach, the Super Bowl Host Committee
2020 will lead the efforts to connect NFL Charities related to the Super Bowl 2020 and key
Miami Beach projects supported by NFL Charities. These projects include; NFL Play 60;
Make A Wish Foundation; NFL Business Connect; and NFL Environmental Awareness
Initiatives, and represent a significant impact on the local community.
Page 756 of 1511
The Super Bowl Host Committee requested that the City waive the Miami Beach Convention
Center facility rental fees in the amount of$857,540.80, and provide sponsorship support for
Super Bowl LIV 2020 through the donation of$150,000 to the Super Bowl Host Committee
2020. Details and deliverables of the sponsor package would need to be explored if
approved. The funding source would need to be considered during the FY2017/18 budget
development process. Typically these types of sponsorships are funded from resort tax
collections, which, it should be noted, have been down 12%since January, 2017, compared to
the same period in 2016.
At the May 17, 2017 Commission meeting, the Commission referred the item to the May 19,
2017 Finance and Citywide Project Committee to discuss the potential sponsorship and facility
fee rental waiver for the Super Bowl Host Committee.
At the May 19, 2017 Finance and Citywide Projects Committee, the Committee made a
favorable recommendation to support the sponsorship of the Super Bowl Host Committee in
the amount not to exceed $150,000 and the waiver of facility rental fees in the amount not to
exceed $857,540.80. The sponsorship consideration would need to be considered as part of
the FY 2-17/18 budget development process.
FINANCIAL INFORMATION
Sponsorship Agreement subject to City Manager's Approval. Funds to be appropriated via the
FY 2017/18 Budget Process.
Legislative Tracking
Tourism, Culture and Economic Development
Page 757 of 1511
Resolutions -C7 Q
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Jimmy L. Morales, City Manager
DATE: June 7, 2017
SUBJECT:A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF
THE FINANCE AND CITYWIDE PROJECT COMMITTEE TO SPONSOR
THE FOLLOWING IN CONNECTION WITH THE 2020 SUPER BOWL LIV,
TO BE HELD IN SOUTH FLORIDA FROM JANUARY 18 THROUGH
FEBRUARY 6, 2020 ("THE EVENT"): THE WAIVER OF RENTAL FEES FOR
HALLS A, B, C, D AND ADJACENT MEETING ROOMS AT THE MIAMI
BEACH CONVENTION CENTER, IN THE %AMOUNT NOT TO EXCEED
$857,540.80; AND FURTHER PROVIDING CITY SPONSORSHIP OF THE
2020 SUPER BOWL LIV IN THE AMOUNT NOT TO EXCEED $150,000.
(ITEM TO BE SUBMITTED IN SUPPLEMENTAL)
RECOMMENDATION
ITEM TO BE SUBMITTED IN SUPPLEMENTAL.
ANALYSIS
Legislative Tracking
Tourism, Culture and Economic Development
Page 749 of 1414