99-23184 RESO
RESOLUTION NO. 99-23184
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI
BEACH, FLORIDA, ACCEPTING THE RANKING OF PROPOSALS RECEIVED,
PURSUANT TO REQUEST FOR PROPOSALS NO. 35-98/99, AND AUTHORIZING THE
ADMINISTRA nON TO ENTER INTO NEGOTIA nONS AND CONTRACT WITH THE
NUMBER ONE RANKED FIRM, THE NIXON GROUP, FOR MIAMI BEACH CULTURAL
ARTS COUNCIL MARKETING, FOR AN ANNUAL AMOUNT NOT TO EXCEED
$150,000.
WHEREAS, the City issued a Request for Proposals to hire a marketing firm to develop
and implement a joint marketing plan; and
WHEREAS, twenty-three specifications for RFP No. 35-98/99 were issued on March 5,
1999, resulting in three responses; and
WHEREAS, an Evaluation Committee was appointed to review the proposals received,
and decided to hear presentations from Susan Brustman and Associates and The Nixon Group;
and
WHEREAS, the Evaluation Committee ranked The Nixon Group first and Susan
Brustman and Associates second; and
WHEREAS, the Administration recommends that the Mayor and City Commission
authorize the administration to negotiate and contract with the Nixon group for Miami Beach
Cultural Arts Council marketing.
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 accept the ranking of proposals received, pursuant to Request for Proposals
No. 35-98/99, and authorize the Administration to enter into negotiations and contract with the
number one ranked firm, The Nixon Group, for Miami Beach Cultural Arts Council marketing,
for an annual amount not to exceed $150,000.
PASSED and ADOPTED this 9th
day of June, 1999.
tMl
MA ypR APPROVED M> TO
FORM & LANGUAGE
& FOR EXECUTION
ATTEST:
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CITY CLERK
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CITY OF MIAMI BEACH
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
http:\\c:i.miami-beach.fl.us
COMMISSION MEMORANDUM NO. 395..')0,
FROM:
Mayor Neisen O. Kasdin and DATE: June 9, 1999
Members of the CJ:" Y Co I ission
Sergio Rodriguez
City Manager
A Resolution of the Mayor and City Commission of the City of Miami Beach,
Florida, Accepting the Ranking of Proposals Received, Pursuant to Request for
Proposals No. 35-98/99, and Authorizing the Administration to Enter into
Negotiations and Contract with the Number One Ranked Firm, The Nixon
Group, for Miami Beach Cultural Arts Council Marketing, for an Annual
Amount Not to Exceed $150,000.
TO:
SUBJECT:
ADMINISTRA nON RECOMMENDATION
Adopt the Resolution.
BACKGROUND
A Request for Proposals was issued on March 5, 1999. One hundred-eight notices and twenty-three
specifications were issued, resulting in the receipt of proposals from the following three firms:
Susan Brustman & Associates
The Nixon Group
The Weinbach Group
The purpose of the Request for Proposals was to hire a marketing firm to develop and implement
a joint marketing plan to promote the City's visual and performing arts groups and elevate awareness
of Miami Beach as an important cultural city.
The Miami Beach Cultural Arts Council supports the visual and performing arts of the community
primarily through grants ($561,800 to over 50 different groups in 98/99), community outreach, and
marketing. The marketing component is overseen by the Council's Marketing Committee,
comprised of Council members and community advisers. During the initial stages of developing
the Cultural Arts Council, members met with arts groups in the community and developed a
masterplan for the arts in Miami Beach. One of the major goals of this plan is developing and
implementating an umbrella marketing campaign for the visual and perfonning arts groups in Miami
Beach.
AGENDA ITEM
DATE
C./A
G,-~
RFP No. 35-98/99
Page Two
June 9, 1999
FUNDING
Funding for Miami Beach Cultural Arts Council marketing is part of the Council's annual budget.
$150,000 is available from the account 140.6080.000345.
This contract shall remain in effect for a period of two years, providing the successful proposer will
agree to maintain the same terms and conditions of the current contract. A renewal for an additional
two years (on a year to year basis) if mutually agreed upon, is possible.
ANALYSIS
The Evaluation Committee met on May 7, 1999 and they decided to hear presentations from Susan
Brustman & Associates and The Nixon Group on May 14, 1999.
The Evaluation Committee members included:
Alvaro Fernandez, Cultural Arts Council, Evaluation Committee Chair
Mark Arnold, New World Symphony Marketing Director
Lisa Cole, VCA Chair
Roland Kohen, Cultural Arts Council
Clark Reynolds, Cultural Arts Council
Steve Sauls, Cultural Arts Council
Renny Tirador, Avanti-Case Hoyt Creative Director
Raquel Vallejo, Cultural Arts Council
Nancy Wolcott, Cultural Arts Council
The proposals were evaluated by scoring based on the following criteria:
· How does the proposal follow the spirit of the Miami Beach Cultural Arts Council's
mission?
· How does the proposal promote the image of Miami Beach as a diverse and exciting cultural
community, and as an innovative force in the arts?
· How does the proposal build audiences for cultural events in Miami Beach (local, regional,
national, and international) for individuals and collective arts organizations?
· How does the proposal promote the City's cultural arts groups through a marketing strategy
focusing on Miami Beach as a "cutting edge" cultural destination?
· Does the proposal address the establishment of a high profile identifier for the Miami Beach
Cultural Arts Council, using its logo and a slogan such as "Celebration of the Arts," "Artistic
Vision?"
· How does the proposal address the target annual budget of$150,000?
· How does the proposal consider collaboration with the private sector and the entertainment
industry based in Miami Beach, such as fashion, film, television, and recording? How does
the proposal address the inclusion of the Miami Beach Cultural Arts Council's future non-
profit corporation, the MBAT, in the marketing plan?
· How does the proposal include a quantifiable method for evaluating the success of the
proposals?
RFP No. 35-98/99
Page Three
June 9, 1999
. Firm's experience
· Previous similar projects
. Ability to implement the proposed plan
. Demonstrated ability to provide quantifiable results
· Project manager's experience
. Qualifications of project team
. Creativity and effective use of marketing resources
Each Committee member scored the firms and a ranking was determined based on the scores. The
Evaluation Committee ranked The Nixon Group first and Susan Brustman & Associates second.
In accordance with the terms of the RFP, the City Manager has reviewed the Evaluation
Committee's recommendation and concurs with its recommendation.
CONCLlJSION
The City Commission should adopt the resolution authorizing the Administration to enter into
negotiations and contract with the number one ranked firm, The Nixon Group, for Miami Beach
Cultural Arts Council marketing, for an annual amount not to exceed $150,000.
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