2002-24854 Reso
RESOLUTION NO. 2002-24854
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF
THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AND
AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE A
NOTICE OF AND AGREEMENT FOR RENEWAL OF THE
AGREEMENT BETWEEN THE CITY AND THE GREATER MIAMI
CONVENTION AND VISITORS BUREAU (GMCVB), DATED JUL Y7,
1999; SAID AGREEMENT EXERCISING THE RENEWAL TERM,
COMMENCING ON OCTOBER 1, 2002, AND ENDING ON
SEPTEMBER 30, 2004; FURTHER AUTHORIZING THE CITY
MANAGER TO ISSUE A REQUEST FOR QUALIFICATIONS (RFQ)
SOLICITING QUALIFICATIONS AND PROPOSALS TO REVIEW
AND ASSESS THE CURRENT GMCVB GOVERNANCE,
STRUCTURE, PROCESSES AND OVERALL OPERATIONS AND
MAKE RECOMMENDATIONS AS TO WHAT MODEUSTRUCTURE
SHOULD PROVIDE THE SERVICES TO ACHIEVE OPTIMAL
SALES, MARKETING AND PUBLIC RELATIONS EFFORTS TO
ENHANCE THE CITY'S TOURISM AND CONVENTION
INDUSTRIES.
WHEREAS, in 1984, the City of Miami Beach, Miami-Dade County, the City of
Miami and the Village of Bal Harbour, entered into an Interlocal Agreement with the
Greater Miami Convention and Visitor's Bureau (GMCVB) to perform tourism and
convention sales and promotion functions; and
WHEREAS, in 1998, the City advised the GMCVB of its intention not to renew the
Interlocal Agreement, and the City negotiated a one (1) year Agreement with the GMCVB
ending on September 30, 1999; and
WHEREAS, concurrent with its approval of the Agreement, the City Commission
directed the Administration to establish a Blue Ribbon Committee on Conventions and
Tourism (Committee) that would evaluate the Bureau and determine whether the City
should continue with a new agreement with the Bureau after September 30, 1999, or issue
a Request for Proposals (RFP); and
WHEREAS, after several Blue Ribbon Committee meetings, on June 24, 1999, a
workshop was conducted with the Mayor and City Commission and based upon the
findings and recommendations of the Blue Ribbon Committee, as amended in part by the
Administration, on July 7,1999, the Mayor and City Commission adopted Resolution No.
99-23237 approving an agreement with the GMCVB for an initial term commencing on
October 1, 1999, and ending on September 30,2002 with one, two (2) year renewal option,
at the City's discretion (the Agreement); and
WHEREAS, with the upcoming expiration of the initial term of the Agreement, on
March 20, 2002, a referral was made to the Finance and Citywide Projects Committee to
discuss the City's renewal option; and
WHEREAS, on April 8, 2002, the Finance and Citywide Projects Committee,
including Mayor Dermer, Commissioner Garcia, and Commissioner Gross, met and
discussed the renewal option at length, and the Committee instructed the Administration to
meet with the GMCVB staff to evaluate the Bureau's performance on the specific elements
stipulated in its Agreement and report on the findings at the May 8, 2002 Commission
Meeting, with a recommendation on how to proceed with the two-year extension to the
Agreement, including specific goals to be accomplished, as well as, develop a RFQ for
consultant services to review the current structure, model and scope of services of the
Bureau as compared to other similar organizations and alternatives; and
WHEREAS, the Administration's analysis included a review of the GMCVB
achievements and performance; outreach to local partners; research on comparable
destinations and organizations; and identification of areas of future focused and enhanced
services; and
WHEREAS, the City Administration has reviewed the GMCVB's performance
relative to its contract terms and recommends renewal of the Agreement; additionally the
Administration has identified additional areas for enhanced focus and dedication of
resources, which are detailed in the attached agreement, and include:
. Issuance of an RFQ for marketing services
. Funding for sub-market initiatives
. Implementation of Mayor's Blue Ribbon Tourism Task Force Report initiatives
. Enhanced representation of GMCVB Committees
. Funding for Educational Scholarships
. Increased funding for Cultural Tourism initiatives
. Completion of a Strategic Tourism Plan
. Procurement of an Independent Market Assessment; and
WHEREAS, as part of the existing Agreement, Section 2.02 (c) set forth the City's
agreement that the GMCVB may use public/City funds for construction of a new visitor
center and GMCVB headquarters to be located on Watson Island; the additional renewal
terms presented herein set forth the Bureau's acknowledgement that all City funds have
been contributed to this project and that no further City's funding will be allocated to the
project, and
WHEREAS, furthermore, the GMCVB may not utilize any City funding for operating
expenses of the facility and/or rent beyond the City's proportionate share, limited to the
GMCVB's direct office space use; if the GMCVB becomes obligated for any additional
construction costs or operating expenses, the terms set forth that there will be no
diminution of services, including marketing and advertising, under the Agreement; and
WHEREAS, in connection with the renewal recommendation presented herein, the
Administration, in accordance with the Finance Committee's Directive, has developed a
scope of services for the issuance of an RFQ that will seek qualifications from consultants
to:
. review and assess the GMCVB governance, structure, processes and overall
operations;
. make recommendations as to what type of model/structure should exist to
enhance the City of Miami Beach's tourism and convention industries;
. compare and provide a comprehensive report on GMCVB operations relative to
industry standards;
. recommend strategic approaches for the City to meet objectives identified in the
Market Assessment; and
WHEREAS, based upon the aforementioned, it is recommended that the Mayor and
City Commission authorize the Mayor and City Clerk to execute the attached Notice of and
Agreement for Renewal of the Agreement; said Renewal Term commencing on October 1 ,
2002, and ending on September 30,2004, and further authorize the City Managerto issue
the aforestated RFP.
NOW THEREFORE, BE IT RESOLVED BYTHE MAYOR AND CITY COMMISSION
OF THE CITY OF MIAMI BEACH, FLORIDA that the Mayor and City Commission herein
approve and authorize the Mayor and City Clerk to execute the attached Notice of and
Agreement for Renewal of the Agreement between the City and the Greater Miami
Convention and Visitors Bureau, dated July 7,1999; said Agreement extending the term
commencing on October 1, 2002, and ending on September 30, 2004; further authorizing
the City Martger to issue a Request for Qualifications (RFQ) soliciting qualifications and
proposals to review and assess the current GMCVB governance, structure, processes and
overall operations and make recommendations as to what model/structure should provide
the services to achieve optimal sales, marketing and publi relations efforts to enhance the
City's tourism and convention industries. 4
1.1.......
PASSED and ADOPTED this ~ day of Ma~ 200
MAYOR
~~
CITY CLERK
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CITY OF MIAMI.BEACH
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
www.ci.miami-beach.f1.us
To:
From:
Subject:
COMMISSION MEMORANDUM
Mayor David Dermer and Date: May 22, 2002
Members of the City Commission
Jorge M. Gonzalez \.L
City Manager if U
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, APPROVING AND AUTHORIZING THE
MAYOR AND CITY CLERK TO EXECUTE A NOTICE OF AND
AGREEMENT FOR RENEWAL OF THE AGREEMENT BETWEEN THE
CITY AND THE GREATER MIAMI CONVENTION AND VISITORS BUREAU
(GMCVB), DATED JULY 7,1999; SAID AGREEMENT EXERCISING THE
RENEWAL TERM, COMMENCING ON OCTOBER 1,2002, AND ENDING
ON SEPTEMBER 30, 2004; FURTHER AUTHORIZING THE CITY
MANAGER TO ISSUE A REQUEST FOR QUALIFICATIONS (RFQ)
SOLICITING QUALIFICATIONS AND PROPOSALS TO REVIEW AND
ASSESS THE CURRENT GMCVB GOVERNANCE, STRUCTURE ,
PROCESSES AND OVERALL OPERATIONS AND MAKE
RECOMMENDATIONS AS TO WHAT MODEUSTRUCTURE SHOULD
PROVIDE THE SERVICES TO ACHIEVE OPTIMAL SALES, MARKETING
AND PUBLIC RELATIONS EFFORTS TO ENHANCE THE CITY'S
TOURISM AND CONVENTION INDUSTRIES.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
ANALYSIS
In addition to the Letter to Commission (LTC) No. 116-2002 which provided a report in
accordance with the Finance and Citywide Projects Committee's directive of April 8, 2002
with regard to the Greater Miami Convention and Visitors Bureau (GMCVB) contract,
attached for your review and approval are additional terms negotiated in connection with
the pending renewal of the GMCVB contract, if exercised.
As set forth in the LTC, the City Administration has reviewed the GMCVB's performance
relative to its contract terms and recommends renewal of the contract. Additionally the
Administration has identified additional areas for enhanced focus and dedication of
resources, which are detailed in the attached agreement, and include:
. Issuance of an RFQ for marketing services
. Funding for sub-market initiatives
. Implementation of Mayor's Blue Ribbon Tourism Task Force Report initiatives
Agenda Item R7 A
Date 5-~-O;2....
May 22, 2002
Commission Memorandum
GMCVB
Page 2 of 2
. Enhanced representation of GMCVB Committees
. Funding for Educational Scholarships
. Increased funding for Cultural Tourism initiatives
. Completion of a Strategic Tourism Plan
. Procurement of an Independent Market Assessment
As part of the existing GMCVB contract, Section 2.02 ( c) set forth the City's agreement that
the GMCVB may use public/City fu nds for construction of a new visitor center and GMCVB
headquarters to be located on Watson Island. The additional renewal terms presented
herein set forth the bureau's acknowledgement that all City funds have been contributed to
this project and that no further City funding will be allocated to the project. Furthermore,
the GMCVB may not utilize any City funding for operating expenses of the facility and/or
rent beyond the City's proportionate share limited to the GMCVB's direct office space use.
If the GMCVB becomes obligated for any additional construction costs or operating
expenses, the agreement sets forth that there will be no diminution of services, including
marketing and advertising, under the Agreement.
In connection with the renewal recommendation presented herein, the Administration, in
accordance with the Finance and Citywide Projects Committee's directive, has developed a
scope of services for the issuance of an RFQ that will seek qualifications from consultants
to:
. review and assess the GMCVB governance, structure, processes and overall
operations;
. make recommendations as to what type of model/structure should exist to enhance
the City of Miami Beach's tourism and convention industries;
. compare and provide a comprehensive report on GMCVB operations relative to
industry standards; and
. recommend strategic approaches for the City of Miami Beach to meet objectives
identified in the Market Assessment. See RFQ Scope and Evaluation Criteria in
Exhibit "2".
RECOMMENDATION
Based upon the aforementioned and the evaluation set forth in the attached LTC, it is
recommended that the Mayor and City Commission exercise the renewal option and that
authorization to issue an RFQ be approved.
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T:\AGENDA\2002IMA Y2902\REGULARlMay 22 . GMCVB.doc
CITY OF MIAMI BEACH
Office of the City Manager
Letter to Commission No. 1/~.2tP/)J-~
~
From:
Mayor David Dermer and Date: May 3, 2002
Members of the City Commission
Jorge M. Gonzalez \- ~
City Manager (),vv-O
GMCVB: Report in accordance with Finance Committee Direction of
April 8, 2002
To:
Subject:
This Letter to the Commission provides the results of the Administration's efforts in
accomplishing the direction received from the Finance Committee on April 8, 2002 with
regard to the Greater Miami Convention and Visitors Bureau contract. As you know, the
Administration was directed to:
. Review the elements of the Agreement between the City of Miami Beach and the
Greater Miami Convention and Visitors Bureau (GMCVB) to determine if they have
been complied with;
. Negotiate with the GMCVB to identify additional elements desired as part of the
renewal;
. Recommend appropriate renewal term;
. Develop Scope of Services for a Request for Qualifications (RFQ) to conduct a
broader study of the structure and model most appropriate for Miami Beach going
forward, and
. Report back to the Commission.
Backaround
In 1984, the City of Miami Beach (CMB), Miami Dade County, the City of Miami and the
Village of Bal Harbour, entered into an Interlocal Agreement with the Greater Miami
Convention and Visitor's Bureau to perform tourism and convention sales and promotion
functions. In 1998, the CMB advised the GMCVB of its intention not to renew the Interlocal
Agreement and the CMB negotiated a one (1) year Agreement with the GMCVB ending on
September 30, 1999.
. Concurrent with its approval of the Agreement, the City Commission directed the
Administration to establish a Blue Ribbon Committee on Conventions and Tourism
(Committee) that would evaluate the Bureau and determine whether the City should
continue with a new agreement with the Bureau after September 30, 1999, or issue a
Request for Proposals (RFP).
May 3, 2002
GMCVB - Contract Renewal- LTC
Page 2 0'5
After several Blue Ribbon Committee meetings, on June 24, 1999 a workshop was
conducted with the Mayor and City Commission. Based upon the findings and
recommendations of the Blue Ribbon Committee, as amended in part by the
Administration, on July 7, 1999 the Mayor and City Commission adopted Resolution No.
99-23237 approving an agreement with the GMCVB for an initial term commencing on
October 1, 1999 and ending on September 30,2002 with one, two (2) year renewal option,
at the City's discretion.
With the upcoming expiration of the initial term of the contract, on March 20, 2002, a
referral was made to the Finance and Citywide Projects Committee to discuss the City's
renewal option. On April 8, 2002, the Finance and Citywide Projects Committee, including
Mayor Dermer and Commissioner Garcia and Commissioner Gross, met and discussed the
renewal option at length and the Committee instructed the Administration to meet with the
GMCVB staff to evaluate the Bureau's performance on the specific elements stipulated in'
their agreement and report on the findings at the May 8, 2002 Commission Meeting with a
recommendation on how to proceed with the two-year extension to the GMCVB
agreement, including specific goals to be accomplished, as well as, develop a RFQ for
consultant services to review the current structure, model and scope of services of the
Bureau as compared to other similar organizations and altematives.
Analvsls:
The Administration's analysis included a review of the GMCVB achievements and
performance; outreach to local partners; research on comparable destinations and
organizations; and identification of areas of future focused and enhanced services. The
latter is highlighted in the conclusion and summary section of this memorandum.
GMCVB Performance
Attached hereto and pursuant to my request, the GMCVB has prepared a comprehensive
Performance Analysis for the contract period of October 1, 1999 through September 30,
2002 (to date) with regard to the key elements included in the contract. The GMCVB
Analysis highlights key accomplishments during each contract year (i.e. 1999/2000,
2000/2001 and 2001/2002) in the Convention Sales and Marketing and Promotion areas.
The analysis also indicates that the GMCVB has expanded Miami Beach's representation
on the GMCVB Boards and Committees.
By way of example, the Convention Sales Department reflected 425 bookings during FY
2001 compared with 480 bookings during FY 2000. However, the estimated economic
impact was in excess of $186 million when compared to in excess of $177 million for the
same period with a resultant return on investment of $85 vs. $75, for FY 2001 compared to
FY 2000, respectively.
Another interesting fact was the overnight visitor analysis that reflects consistent growth in
Miami Beach visitors during the term of the Agreement. This growth was also clearly
evidenced during the shoulder season, or the summer months.
I
May 3, 2002
GMCVB - Contract Renewa/- LTC
Page 3 of 5
Local Partner Outreach
As part of my review of the GMCVB's performance, in addition to the evaluation of their
performance, the Administration solicited input from a variety of sources. This input was
not limited to distributing a questionnaire to the following organizations:
Stu Blumberg, Chair, Greater Miami and Beaches Hotel Association
Grace Calvani, Latin Chamber of Commerce
Elsie Howard, Chair, Visitors and Convention Authority
David Kelsey, South Beach Hotel & Restaurant Association
Lilliam Lopez, South Beach Hispanic Chamber
Michael Milberg/Bruce Singer, Miami Beach Chamber of Commerce
Steve Polisar, Chair, Nightlife Industry Task Force
Doug Tober, General Manager, SMG, Miami Beach Convention Center
Pauline Winick, Chair, Cultural Arts Council
The questionnaire sought input as to the GMCVB's performance, strengths, weaknesses,
areas of opportunities and greatest accomplishments and key future initiatives or
enhancements deemed important.
Consistent themes in the survey included the GMCVB's ability to quickly respond to
situations, leverage resources and partnerships and its increased representation of Miami
Beach businesses. Items to focus on now include, niche marketing, promoting small and
boutique hotels, summer tourism campaigns and continuing to improve convention center
bookings. There was also expressed the desire for better outreach by the GMCVB the
need to establish and track performance measures and the return on Miami Beach's
investment.
Finally, in communicating with representatives of Miami-Dade County, the CMB was
advised that the Board of County Commissioners has directed the County Manager to
conduct an audit of the GMCVB's performance. A broader performance audit by all ofthe
interlocal partners is presently being contemplated.
Comoarative Destination Analvsis
As part of the City's research, the Administration spoke with representatives from the
Hawaii Tourism Authority, City of Boston and the Mayor's Office in the City of Los Angeles.
These three (3) destinations were identified because they, too, are currently evaluating
their respective CVB operations to determine future funding and governance
arrangements. The key factor identified by each entity was the need to establish key
performance measures to ensure accountability. Furthermore, each organization
conveyed a desire to establish benchmarks to assess future performance.
To this end, any renewal of the GMCVB contract should be conditioned on the
procurement of an independent market assessment and development of a new strategic
tourism plan. Complimentary to this effort, the CMB has discussed the issuance of an
RFQ soliciting qualifications and proposals to review and assess the current GMCVB
governance, structure, processes and overall operations and make recommendations as to
May 3, 2002
GMCVB - Contract Renewa/- LTC
Page 4 0(5
what model/structure should provide the services to achieve the optimal public relations,
sales and marketing efforts to enhance our tourism and convention industries.
Summary and Conclusion
After much research, review and consideration, my conclusion is that the GMCVB has
performed well in accomplishing the identified tasks included in the contract. While every
organization has areas for growth and improvement, the GMCVB has, over the contract
period, made a sincere, concerted and generally successful effort to address the issues
required of them. The GMCVB's attention and efforts to address the issues of Miami
Beach representation in their governance structure and their attention and efforts to
develop summer and shoulder season initiatives are particularly noteworthy and
commendable. For example, they were instrumental in securing the Microsoft Worldwide
Conference in July of 2001 generating 62,000 room nights and an estimated economic
impact of more than $17 million. They have also worked closely with the City and the
Miami Beach Visitors and Convention Authority 01CA) to consistently increase resources
for the "Tropicool Summer Festival Season" program.
The GMCVB best demonstrated its ability to react to challenges or changes in the market
in the period immediately following the tragic events of September 11 ,2001. The GMCVB
reacted immediately and aggressively in responding to these events developing a new
message and marketing campaign and securing significant funds and resources to market
Miami Beach and the destination. At the same time they took the necessary steps to
ensure that the organization operated within its resources.
The GMCVB was helpful in assisting the City during negotiations with Miami-Dade County
regarding the amended Interlocal Agreement on the Convention Development Tax.
Finally, the GMCVB demonstrated its leadership in funding and securing a Convention
Center Needs Assessment study. This study analyzed the potential expansion of
convention facilities in the Miami-Dade. In summary, as it relates to Miami Beach, the
study recommended that 50,000 sf. multipurpose general assembly banquet hall would
increase the marketability of the Miami Beach Convention Center, focusing on large exhibit
space users and not for stand-alone events.
There are a few tasks, however, where the GMCVB did not, in my view, fully achieve
compliance. For example, the contract called for the development of a Strategic Tourism
Plan (Item K). While the GMCVB has used the Visitor Industry Plan 01IP) to guide the
development of its annual program of work, the VIP was developed several years prior to
the contract period and a newer Strategic Plan should have been generated.
While the GMCVB complied with Section 1.05 that set forth City participation on the
GMCVB Board, Executive Committee and Sub-Committees, in light Ofthe questions raised
and statements made during this debate, I can only conclude that the GMCVB could have
been more successful in achieving Item "L" of the contract: to involve policy makers of
Miami Beach in the Bureau activities to the maximum extent possible. Additionally, said
discussions indicate a need to create an increased emphasis on Miami Beach as a
,I
May 3, 2002
GMCVB - Contract Renewa/- LTC
Page 50f5
"Destination Resort" by way of campaigns of information, advertising, publicity, marketing
and/or sales (Item N).
Notwithstanding, the GMCVB has been successful in achieving the identified requirements.
While there are few measures that represent a direct, causal relationship between outcome
and the activities of the GMCVB, the Bureau's general stewardship ofthe destination and
the visitor industry has been instrumental in the overall growth and success of the area.
Impressive growth in most performance indicators (allowing for adverse impact of
September 11th) demonstrates the effectiveness of the GMCVB. Perhaps the most
accurate measure of the success ofthe overall industry is the Resort Tax Collections -the
unprecedented growth experienced in the Resort Tax collections over the pastthreeyears
is adequate evidence that overall the City and the industry has prospered underthe current
relationship.
In addition to the elements in the current agreement and based upon the analysis
presented herein, the Administration has identified additional areas for enhanced focus
and dedication of resources by the GMCVB. While these terms are outlined in detail in
Exhibit "1~, in summary, they include:
. Issuance of an RFQ for marketing services
. Funding for sub-market initiatives
. Implementation of Mayor's Blue Ribbon Tourism Task Force Report initiatives
. Enhanced representation of GMCVB Committees
. Funding for Educational Scholarships
. Increased funding for Cultural Tourism initiatives
. Completion of a Strategic Tourism Plan
. Procurement of an Independent Market Assessment
In light of the aforementioned, it is my recommendation that the City should exercise its
option to renew the contract with the GMCVB for a period of two years, subject to the
provisions included in attachment, Exhibit "1". This recommendation is conditioned upon a
stipulation that the City proceed in conducting a broader study of the structure and model
best suited to meet Miami Beach's needs, pursuant to the scope of services set forth in
Exhibit "2".
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Attachment to LTC No. 116-2002
Greater Miami Convention & Visitors Bureau
Performance Analysis
UNDER SEPARATE COVER
EXHIBIT "1"
2002 ADDITIONAL RENEWAL TERMS
Additional Provisions negotiated as part of the renewal term of the
Contract between the City of Miami Beach and the Greater Miami
Convention and Visitors Bureau (GMCVB):
. GMCVB will commit to issue an RFO for Advertising Agency Services
prior to renewal of their contract. The Selection Committee to evaluate
proposals in response to said RFO will be established in conformance with
Section 1.05 of the Contract which sets forth the City Participation on the
Bureau Board of Directors.
. GMCVB agrees that no less than $600,000 will be targeted to support and
implement sub-market initiatives, including, but not limited to, initiatives
identified in the Mayor's Blue Ribbon Tourism Task Force (MBRTTF)
Report.
. In addition, the GMCVB will commit to implement the initiatives identified
in the MBRTTF Report in the areas of (specific initiatives detailed in
Attachment A):
-Cultural/Special Events
-Sales/Marketing
-Film/Fashion
-Service/Attitude
-Small/Boutique Hotels
-Airport Initiatives
-Gay & Lesbian
-Administration
-Residential .
. Additionally, GMCVB agrees that:
o The Marketing Committee will be restructured to better reflect and
be more representative of the sub-market initiatives.
o The City Manager, or his designee, will sit as a voting member of
the GMCVB Finance Committee, and
o The Miami Beach Convention Center General Manager will be
invited to the Convention Sales Committee.
. GMCVB will contribute $20,000, annually, towards the establishment of
a scholarship fund for needy Miami Beach residents pursuing a career
in the Tourism Industry and/or Hospitality Management.
. GMCVB will continue to contribute $300k to the Miami Beach Cultural Arts
Council (CAC) annually. Additionally, GMCVB will contribute $30,000
annually, either based upon a one-to-one matching grant with the CAC or
the Miami Beach Visitors and Convention Authority NCA), or individually,
towards cultural tourism generating events co-sponsored or generated by
the Cultural and Special Events Task Force.
. Renewal term is recommended for a period of two years. If however,
upon completion and based upon the recommendations of the consultant
study as referenced in Exhibit "2", the parties mutually agree to a new
longer term relationship within 24 months, that agreement will supercede
this renewal.
. The Contract sets forth a requirement to develop a Strategic Tourism
Plan. While the GMCVB has been utilizing the Visitor Industry Plan NIP)
prepared in 1996 to establish its annual workplan, during the renewal
term, the GMCVB will develop a new strategic tourism plan. The strategic
plan should include the results of an independent market assessment
based on the attached scope of services. (see Attachment "B") As part of
this Plan, the Market Assessment will include and clearly identify the
demographics, travel patterns and characteristics of the Miami Beach
marketplace; comparing the Miami Beach traveler vs. the Miami-Dade
County/South Florida Region traveler.
F:1CMGRlSALLICHRISTIN\JMGIGMCYB Renewal Terms.doc
Attachment "A"
Detailed Initiatives to be implemented as part of the Mayor's Blue
Ribbon Task Force on Tourism Report:
Cultural/Special Events:
. Cultural Tourism Committee established and ongoing
. Achieve synergy and focus on Cultural Events (coordination with City
partners), e.g. 2nd Thurdays
. Support and develop incentives for Festival Season
Sales/Marketing:
. Expand public relations efforts
. Hire a "wrangler" to focus on "star power" and edginess that identifies
Miami Beach as a Happening Place.
Film/Fashion:
. Film/Fashion/Entertainment Committee established and ongoing
. Commit $27,000 to advertise Industry and promote the Production
Industry Access Program in Select Magazine
Small/Boutique Hotels:
. Support and develop a marketing/collateral piece and web program to
ensure targeted marketing for the small and boutique hotels
Airport Initiatives:
. Continue ongoing partnership with Miami Intemational Airport to
enhance visitor experience
Gay & Lesbian:
. Conduct Research
. Expand co-op advertising program
. Continue collateral Publications
. Continue, support and collaboration with GoGayMiamLcom website
and Miami-Dade Gay and Lesbian Chamber of Commerce
. Establish and continue working committee to oversee the marketing
initiatives
Service/Attitude:
. Work with the Visitors' and Convention Authority to develop a service
and attitude plan
. Assist in the development of a training video hospitality employees
. Support a Citywide Customer Service/Attitude Campaign featuring
initiatives such as the secret shopper.
Administration:
. Assist in attaining and maximizing use of "MiamiBeach.com" website
Residential:
. Assist and implement a resident-focused public awareness campaign
emphasizing tourism's benefits to the community.
.
Attachment liB"
1. Market Assessment:
. How many visitors does my destination attract? (What is my share of
the market?)
. How many potential guests are not staying in the CMB?
. How much do they spend? What other economic benefits are realized?
. Who are my competitors? (Which travelers are we competing for?)
. Identify Top Origin Markets to Miami Beach.
. Analyze and forecasting of trends in tourism, conventions and
business meeting
. Conduct industry-wide impact studies, project feasibility studies, and
consumer demographic and research analyses
2. Targeting
. What are travelers' demographics and travel patters? (Competitor
profiles)
. Who values my product but does not use it? (Identify Opportunities)
. How will "target travelers" perceive a new vacation concept? (Concept
Testing)
. Where are the "non-converted" travelers? (Gap Analysis)
3. Positioning
. What do travelers think of my product? Why do they visit? (Image)
. What do travelers seek and what do they avoid? (Product Positioning)
. How should product development dollars be spent? (Obtaining
Financing)
. Which markets offer the best probability of successful development?
(I nvestors/Developers)
4. Communicating
. Where will my advertising dollars have the greatest impact? (Leverage
Media Budgets)
. What are media preferences of target travelers? (Lifestyle
Segmentation)
5. Conduct Annual Comparative Analyses
. Determine the Market Size of key segments of both Leisure and
Business domestic travel to relative to the national average
. Better.understand the dynamics (e.g., demographics and travel
patterns) of the Miami Beach travel marketplace including Business vs.
Leisure, Resident vs. Non-Resident, and South Florida vs. City of
Miami Beach travel comparisons
. Identify key demographic and travel behavior characteristics of Miami
Beaches' diverse travel parties
. Identify primary demographic and travel behavior characteristics of
overnight paid accommodation travelers visiting Miami Beach relative
to the national average
. Assess the Direct Economic Impact of Miami Beaches' Total,
Business, and Leisure travel segments
. Identify Miami Beach's top feeder markets for both Business and
Leisure
. Annually assess how Miami Beach travel compares to the previous
year
. Compile financial operating data from comparable convention and
visitor bureaus gathered on revenues, operating expenses and fixed
charges
, 6. Evaluate Independent or Complimentary Public Relations Strategies
EXHIBIT "2"
Scope of Services for Consultant RFQ: The City of Miami Beach ("CMB") is
soliciting qualifications and proposals from Contractors in written format to
provide:
1. A review and assessment of the current Greater Miami Convention and
Visitors Bureau ("GMCVB") govemance, structure, processes and overall
operations, including an assessment of the following areas:
. Assess and measure GMCVB performance against stated
goals and work plan;
. Benchmark the current GMCVB operation against other
comparable convention and tourism sales organizations;
. Evaluate and understand the GMCVB's strengths,
weaknesses, opportunities and challenges based on current
and future market conditions and competition;
. Identify areas that must be improved and developed and how
the organization can increase its productivity;
. Assess the quality level of key processes in sales, marketing
and customer service and administration/management and
support services; and
. Evaluate research conducted by the GMCVB. Assess the
methodology employed and the impact on prioritization of
initiatives and concentration of resources.
2. Make recommendations as to what type of modeVstructure should exist
provide the services necessary to achieve the optimal public relations,
sales and marketing efforts to enhance the CMB's tourism and
convention industries. The consultant will make recommendations as if
no such structure currently existed throughout the region by evaluating:
. Organizational structures and govemance
. Partnership arrangements
. Range and types of functions performed
. Funding arrangements
. Performance Indicators
. Advertising, marketing and public relations methods and
approaches
. . Cost effectiveness of strategies
. Visitor services provided
. Impact and use of computerized databases
. Uses and formats of multimedia information
. Information Technology systems in operation
. Information Technology development strategies
. Research Methodologies
3. Consultant will compare and provide a comprehensive report on the
GMCVB operations relative to industry standards based on:
. Organizational structures and governance
. Partnership arrangements
. Funding sources
. Available facilities
. Tax rates
. Budgets
. Staff structure
. Expense categories
4. The Consultant will evaluate and recommend strategic approaches for the
CMB to meet objectives identified in the Market Assessment, including:
. Targeting: assessing the current and future target market,
. Positioning: differentiating destination from its competition so
that it's most meaningful to your visitors, and
. Communicating: marketing/relationships, public relations,
advertising, promotion, community relations, government affairs.
F:\CMGRlSALl\CHRISTINIJMG\GMCVB Renewal. Scope of SeMcos.doc
EXHIBIT "2"
Scope of Services for Consultant RFQ: The City of Miami Beach ("CMB") is
soliciting qualifications and proposals from Contractors in written format to
provide:
1. A review and assessment of the current Greater Miami Convention and
Visitors Bureau ("GMCVB") govemance, structure, processes and overall
operations, including an assessment of the following areas:
. Assess and measure GMCVB performance against stated
goals and work plan;
. Benchmark the current GMCVB operation against other
comparable convention and tourism sales organizations;
. Evaluate and understand the GMCVB's strengths,
weaknesses, opportunities and challenges based on current
and future market conditions and competition;
. Identify areas that must be improved and developed and how
the organization can increase its productivity;
. Assess the quality level of key processes in sales, marketing
and customer service and administration/management and
support services; and
. Evaluate research conducted by the GMCVB. Assess the
methodology employed and the impact on prioritization of
initiatives and concentration of resources.
2. Make recommendations as to what type of model/structure should exist
provide the services necessary to achieve the optimal public relations,
sales and marketing efforts to enhance the CMB's tourism and
convention industries. The consultant will make recommendations as if
no such structure currently existed throughout the region by evaluating:
. Organizational structures and governance
. Partnership arrangements
. Range and types of functions performed
. Funding arrangements
. Performance Indicators
. Advertising, marketing and public relations methods and
approaches
. Cost effectiveness of strategies
. Visitor services provided
. Impact and use of computerized databases
. Uses and formats of multimedia information
. Information Technology systems in operation
. Information Technology development strategies
. Research Methodologies
3. Consultant will compare and provide a comprehensive report on the
GMCVB operations relative to industry standards based on:
. Organizational structures and governance
. Partnership arrangements
. Funding sources
. Available facilities
. Tax rates
. Budgets
. Staff structure
. Expense categories
4. The Consultant will evaluate and recommend strategic approaches for the
CMB to meet objectives identified in the Market Assessment, including:
. Targeting: assessing the current and future target market,
. Positioning: differentiating destination from its competition so
that it's most meaningful to your visitors, and
. Communicating: marketing/relationships, public relations,
advertising, promotion, community relations, government affairs.
Evaluation Criteria:
1. Experience and qualification of consultant: 30 ots.
2. Approach and methodology: 30ots.
3. Proven track record of successful consulting services: 30 ots.
4. Proposed timeline: 10 ots.
T:\AGENDA\2002\MAY2902IREGULARlMay 23 - GMCVB - Exhibil.doc