99-23152 RESO
RESOLUTION NO.
99-23152
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF
THE CITY OF MIAMI BEACH, FLORIDA, REJECTING ALL
PROPOSALS RECEIVED IN RESPONSE TO REQUEST FOR
PROPOSALS NO. 36-98/01 FOR THE PURCHASE OF PUBLIC
ADVERTISEMENTS IN A SPANISH-LANGUAGE PERIODICAL;
AND AUTHORIZING THE ADMINISTRATION TO CONTINUE
ADVERTISING THE CITY'S JOB ANNOUNCEMENTS IN EL
NUEVO HERALD AND PLACING COURTESY SP ANISH-
LANGUAGE ADVERTISING FOR PUBLIC NOTICES IN ART
DECO TROPICAL; AND REFERRING THE MATTER OF
ADVERTISING IN A SPANISH-LANGUAGE PERIODICAL TO
THE HISPANIC AFFAIRS COMMITTEE FOR ITS
RECOMMENDATION.
WHEREAS, on September 16, 1998, the City issued a Request for
Proposals No. 36-98/01 soliciting proposals for the provision of public advertisements in
a Spanish-language periodical (RFP), with an opening date of April 5, 1999; and
WHEREAS, thirteen (13) specifications were mailed, resulting in the
receipt of four (4) responses from Endless Creations, d/b/a "Hola Amigos"; Sensacional
Publishing & Advertising Corp.; Libre Newspapaer; and Miami Beach Art Deco
Publishing, Inc.; and
WHEREAS, an Evaluation Committee was appointed to review the
proposals received and, during the evaluation process, it was determined that three (3) of
the proposals were not responsive to the minimum requirements, as set forth in the RFP;
and
WHEREAS, based on the low evaluation rating of less than 45 percent
(807 points out of 1,800 points) for the remaining qualified respondent, Miami Beach Art
Deco Publishing, Inc., the Evaluation Committee recommended rejecting all respondents;
and
WHEREAS, the City currently has a contract with The Miami Herald/EI
Nuevo Herald to meet its legal advertising obligations; and
WHEREAS, accordingly, the Administration would recommend that the
Mayor and City Commission reject all proposals received pursuant to the RFP; and
WHEREAS, the matter will be referred to the Hispanic Affairs
Committee for its recommendation.
Resolution No. 99-23152
Page Two
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 herein authorize the Administration to reject all
proposals received pursuant to RFP No. 36-98/01, for the purchase of public
advertisement in a Spanish-language periodical; and authorizing the administration to
continue advertising the City's job announcements in EI Nuevo Herald and placing
courtesy Spanish-language advertising for public notices in Art Deco Tropical; and
referring the matter of advertising in a Spanish-language periodical to the Hispanic
Affairs Committee for its recommendation.
PASSED AND ADOPTED THIS
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C TY CLERK ()}...~
May
, 1999
MAYOR
f: info\rodn\advertising\rejreso36980 1
APPROVED AS TO
FORM f~ LANGUAGE
& fO ' ''=XECUTION
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Dcate
CITY OF MIAMI BEACH
COMMISSION MEMORANDUM NO. 3 2.~- i ')
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
http://ci.miami-beach.fl.us
TO:
Mayor Neisen O. Kasdin and
Members of the City Co mission
DATE: May 12, 1999
FROM:
Sergio Rodriguez
City Manager
SUBJECT:
A RESOL ION OF THE MAYOR AND CITY COMMISSION OF THE
CITY OF MIAMI BEACH, FLORIDA, REJECTING ALL PROPOSALS
RECEIVED IN RESPONSE TO REQUEST FOR PROPOSALS NO. 36-98/01
FOR THE PURCHASE OF PUBLIC ADVERTISEMENTS IN A SPANISH-
LANGUAGE PERIODICAL AND AUTHORIZING THE ADMINISTRATION
TO CONTINUE ADVERTISING THE CITY'S JOB ANNOUNCEMENTS IN
EL NUEVO HERALD AND PLACING COURTESY SPANISH-LANGUAGE
ADVERTISING FOR PUBLIC NOTICES IN ART DECO TROPICAL; AND
REFERRING THE MATTER OF ADVERTISING IN A SPANISH-
LANGUAGE PERIODICAL TO THE HISPANIC AFFAIRS COMMITTEE
FOR ITS RECOMMENDATION.
ADMINISTRATION RECOMMENDATION:
Adopt the Resolution.
BACKGROUND:
The Request for Proposals (RFP) was issued on March 4, 1999, with an opening date of AprilS,
1999. Thirteen (13) specifications were mailed. Four (4) responses were received from:
Endless Creation, d/b/a "Hola Amigos"
401 80th Street #1
Miami Beach, FL 33141
Miami Beach Art Deco Publishing, Inc.
Art Deco Tropical
235 Lincoln Road, Suite 306
Miami Beach, FL 33139
Sensational Publishing & Advertising Corp.
Sensacional Newspaper
275 Fontainebleau Blvd., Ste 168
Miami, FL 33172
Libre Newspaper
904 SW 23rd Avenue
Miami, FL 33135
Agenda Item C ( ~
5-12-9'1
Date
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Page Two
May 12, 1999
Proposals were solicited to provide courtesy public advertisements in a Spanish-language periodical
in an effort to inform the City's Hispanic public of job announcements, public hearings, and/or other
public information. The contract is for a one (1) year, with two (2) one-year renewal options.
Art Deco Tropical currently has an extended contract with the City for this service. Prior to the
award ofRFP No. 70-96/97 on September 15, 1997, the City placed advertisements in Spanish in
Art Deco Tropical for job announcements, public hearings and bids. At that time, Art Deco Tropical
was one of the few circulated newspapers in Miami Beach that printed in Spanish. The contract with
Art Deco Tropical stipulated that the periodical must be published on a weekly basis and they had
lapsed in publishing weekly. A new RFP was issued on September 9, 1998.
At the February 3, 1999 meeting, the City Commission rejected all proposals received in response
to RFP 105-97/99, which was issued on September 9, 1998, for the purchase of public
advertisements in a Spanish-language periodical. The Evaluation Committee recommended that the
periodicals have a circulation of at least 50,000 and that the business location be expanded beyond
Miami Beach. The Administration recommended that the Evaluation Committee's recommendation
be included in the new RFP.
The City Commission referred the issue to the Community Affairs Committee and directed the
Administration to prepare and return a new RFP to the Commission within 30 days, based on the
recommendation of the Community Affairs Committee. The Community Affairs Committee met on
Wednesday, February 24, 1999. The Committee concurred with the City Manager's
recommendation to place courtesy notices in a Spanish-language periodical.
The Community Affairs Committee directed the Administration to revise the Minimum
Requirements of the Request for Proposals (RFP) by reducing the circulation requirement to at least
5,000; requiring the periodical's business to be located within the City of Miami Beach; and
requiring the periodical to provide circulation for the three regions (north, middle and south) within
the City. The RFP was re-issued on March 4, 1999.
An Evaluation Committee was appointed to review the proposals received and met on Monday,
April 19, 1999. The Evaluation Committee was comprised of Vivian Gonzalez-Doyle, Hispanic
Affairs Committee vice-chairperson; Jorge Gomez, Planning & Zoning Manager; Linda Gonzalez,
Human Resources Administrator; Nannette Rodriguez, Media Relations Officer; and Robert Parcher,
City Clerk. During the evaluation process, the Evaluation Committee determined that three (3) of
the proposals were not responsive to the minimum requirements as set forth in the RFP. The
Evaluation Committee recommended rejecting all respondents based on the low evaluation rating
of 807 points out of a possible 1,800 points (less than 45 percent) for the remaining qualified
respondent, Miami Beach Art Deco Publishing, Inc. The proposal was evaluated on the following
criteria: certified circulation within Miami Beach and number of locations for distribution in Miami
Beach; past history of publication, and ability and reliability to publish on a weekly basis; cost of
placement of advertisement; and format of periodical.
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Page 3
May 12, 1999
The City currently advertises job announcements in EI Nuevo Herald, a daily Spanish-language
periodical.
It should be noted that the City meets its legal advertising obligations by advertising in The Miami
Herald. The City currently has an advertising contract with The Miami HeraldlEl Nuevo Herald.
ANAL YSIS:
The Evaluation Committee met on April 19, 1999, and after reviewing the proposals, found three
(3) ofthe proposals to be unresponsive to the City's minimum requirement for the following reasons:
Endless Creation,
d/b/a "Hola Amigos"
As required in Section III - Proposal Format, Part B, Minimum
Requirements/Qualifications, states that "the periodical's
principal business office must be geographically located in
Miami Beach, Florida. Residential addresses and P.O. Boxes
do not qualify as addresses." The bid was found unresponsive
because its address is located in a residential zone; thus a
home-based business.
Sensational Publishing &
Advertising Corp.
Sensacional Newspaper
As required in Section III - Proposal Format, Part B, Minimum
Requirements/Qualifications, states that "the periodical's
principal business office must be geographically located in
Miami Beach, Florida. Residential addresses and P.O. Boxes
do not qualify as addresses." The bid was found unresponsive
because its business address is not located in Miami Beach.
Libre Newspaper
As required in Section III - Proposal Format, Part B, Minimum
Requirements/Qualifications, states that "the periodical's
principal business office must be geographically located in
Miami Beach, Florida. Residential addresses and P.O. Boxes
do not qualify as addresses." The bid was found unresponsive
because its business address is not located in Miami Beach.
The Evaluation Committee proceeded to the proposal of Miami Beach Art Deco Publishing, Inc. The
Committee recommended rejecting the proposal also based on an unsatisfactory evaluation.
Furthermore, the Evaluation Committee studied the results of the current advertising in Art Deco
Tropical. The Committee requested Human Resources' Referral Tracking Report that tracks where
applicants learn of the job announcement before applying. The report revealed that Art Deco
Tropical only brought in nine (9) applicants out of 8,198 total applicants. Based on its low
performance, the Committee recommended not advertising job announcements in Art Deco Tropical.
29
Page 4
May 12, 1999
The Committee further recommended that the City continue to place job announcements in El Nuevo
Herald and that it refers this matter to the Hispanic Affairs Committee.
CONCLUSION:
The proposals should be rejected as recommended by the Evaluation Committee. The
Administration should review its policy on advertising by referring the matter to the Hispanic Affairs
Committee for its recommendation. In the meantime, following the previous direction by the City
Commission that we provide courtesy notice in a Spanish-language newspaper, the City should
continue placing Spanish-language advertisements of job announcements in EI Nuevo Herald and
courtesy Spanish-language advertisements of public hearing notices in Art Deco Tropical.
\.~ ~
SR:RP:nr
30
CITY OF MIAMI BEACH
Referral Tracking
DECEMBER 1998
I I . i : -
iApplicants Unclassified Classified .White: Black .Hispanic Asian ~ Amer. Indian Unknown Positicns
Miami Herald
i 3,553
1,273
2.280
953, 924 1,616 54:
,
4
2
112
Walk-in
787
6
781
122 310
346
4.
3-
2
112
Special Publications
217
14
203
99 39
71
5
2
:;
Friend
991
2
989
222 251
506
9.
3
112
i
;
Other
496 :
3
493
112 139 238
5
112
Agency I 141 8 133 37 47 55 2. 112
,
Notification Card 410 410 103 70 234 2 1 112
,.... .
~
, ,
el Herald 132 3 129 12 11 109 112
,
.
.
Miami Times 97 5 92 4 81 11 1 ' 112
.
i
Art Deco 9 1 8 2 7 112
: I
I
, I
Announcement 1.274 52 1.222 ! 314 325 614 20 1 112
,
,
! , ,
Hotline . 10 2 8 1 4 5 I 112
I i
.
,
Internet 15 11 4 7 1 4 3 112
;
I ;
I
I I
Unknown 66 4 62 12 19 15 20 112
!
'- Total 8.198 1,384 6.814 2.0002.221 3.831 105 14 27
~. I
Oev. 07/13194 Rev. 116/99
F:\huma..hirprc98.pl'll
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