LTC 177-2003 ' CITY OF MIAMI BEACH
Office of the City Manager
Letter to Commission No. /
To:
From:
Subject:
Mayor David Dermer and
Members of the City Commission
Jorge M. Gonzalez ~
City Manager ~'- ~., '
Fall 2003 Recreation Review Magazine
Date: July 28, 2003
Attached please find the Parks & Recreation Department Fall 2003 Recreation
Review Magazine. This beautiful brochure, and the manner in which it was
produced, distributed and funded, are illustrative of the Departments efforts to
citizen concerns and improved operations.
The May 14, 2002 report by the Parks & Recreation Programs Blue Ribbon
Citizens' Committee cited funding as a "paramount concern in fulfilling the
expectations of residents." Suggesting that the "City needs to be more creative
and proactive in establishing multiple funding streams to leverage against the
General Fund and user fees," the Committee recommended, among other steps,
the following:
· "The City should increase the printing of the Recreation Review, print it
quarterly and expand its current distribution to allow for greater access by the
City's §0,000 households and include it online."
· "The City should review and revise its Recreation Review to allow greater
practical cross-referencing by activity and site.
· "The City should establish a full-time development position...to secure
private sponsorship, partnerships and grant funding."
· "The City should engage in an active corporate sponsorship program to raise
additional funds."
In direct response to the Committee's recommendations, the Parks and
Recreation Department created and filled the position of Development
Coordinator. Since then the Department has focused on implementing
improvements to the Recreation Review. The Fall 2003 Recreation Review
includes the following enhancements:
· The brochure will be mailed to 100% of the City's estimated 56,121
households; approximately tripling circulation achieved through distribution in
the Miami Herald Neighbors.
· Sale of appropriate advertising to help offset the additional costs of
increased printing and mailing. Advertising sales for this issue totaled
$9,000, with another $5,300 already committed to future editions.
· A new approach to cover page illustration that more faithfully captures the
character of our world-class resort destination and vibrant, tropical, historical
community.
· A ne~J laydu{ that makes it easier for readers to find, understand and utilize
Parks & Recreation programs and facilities that best support their lifestyles.
· A focus on news of facility construction and City wide achievement, such as
being honored as a 2003 All America City.
· A focus on Parks & Recreation programs that address the interests of our
richly diverse community.
· Cross promotion of other City communications media, such as websites for
both the City and the Parks & Recreation Department, and the City cable
Channel 20.
· Promotion of customer service such as "Rent-A-Park."
· A partnership with the Miami Ad School resulting in new graphics and
illustrations.
We are proud to report this positive change to you and look forward to bringing
you additional news of improvements in the Parks & Recreation Department.
c: Robert C. Middaugh, Assistant City Manager
Kevin Smith, Parks & Recreation Director
Julio Magrisso, Assistant Parks & Recreation Director