Resolution 2022-32154 RESOLUTION NO.' 2022-32154
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE
FINANCE AND ECONOMIC RESILIENCY COMMITTEE, AND AUTHORIZING
THE CITY MANAGER AND CITY CLERK TO EXECUTE A SPONSORSHIP
AGREEMENT WITH OCEAN DRIVE IMPROVEMENT ASSOCIATION, INC, IN
THE AMOUNT NOT TO EXCEED $100,450, FOR THE 2022 SPRING/SUMMER
SEASON.
WHEREAS, the Ocean Drive Promenade Music Series (the "Event") is a weekly Sunday
afternoon public event, celebrating, through careful activation, the Ocean Drive Promenade and
building a community for residents in the Art Deco Cultural District, while amplifying a positive
message about Ocean Drive and the Miami Beach community through musical performances;
and
WHEREAS, Ocean Drive Improvement Association, Inc. ("ODA"), as the event organizer,
in partnership with the City and the Greater Miami and the Beaches Convention and Visitors
Bureau, features live concerts that showcases jazz and classical musicians on the Ocean Drive
Promenade; and
WHEREAS, the 2022 Event series is scheduled to take place every Sunday at 5:00 PM,
from February 5, 2022 through July 31, 2022, in the Ocean Drive Promenade, between 14th
Street and 14th Place and Ocean Drive; and
WHEREAS, at the April 6, 2022 meeting,the Mayor and City Commission referred an item
to the Finance and Economic Resiliency Committee ("FERC") to discuss ODA's request for
financial assistance for the Ocean Drive Promenade Music Series inaugural year of programming;
and
WHEREAS, the total projected budget for the Event is $157,600.00 and ODA has
requested funding assistance from the City, in the amount of$100,450.00; and
WHEREAS, on April 29, 2022, FERC recommended approving ODA's funding request for
the Ocean Drive Promenade Music Series, in an amount not to exceed $100,450.00 ("City's
Contribution"); requiring ODA to provide a final report depicting audience attendance and
demographics; and requiring that future funding requests for this Event require a 1:1 match; and
WHEREAS, the City's funding contribution will come from Resort Tax contingency funds;
and
WHEREAS, the Administration recommends accepting FERC's recommendation.
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 recommendation of the Finance and Economic Resiliency
Committee, and authorize the City Manager and City Clerk to execute a sponsorship agreement
with Ocean Drive Improvement Association, Inc., in the amount not to exceed $100,450, for the
2022 Ocean Drive Promenade Music Series.
PASSED and ADOPTED this ' day of Op' , 2022.
ATTEST:
NAY 2 6 2022 Dan Gelber, Mayor
Rafael E. Granado, City Clerk
(sponsored by Mayor Dan Gelber) ' (IKORIORATED
44,
6426` o..
APPROVED AS TO
FORM & LANGUAGE
& FOR EXECUTION
S is r ZZ
City Attorney Y; y.- Date
Resolutions-C7 Y
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Aline T.Hudak,City Manager
DATE: May 4,2022
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA,
ACCEPTING THE RECOMMENDATION OF THE FINANCE AND ECONOMIC RESILIENCY COMMITTEE,
AND AUTHORIZING THE CITY MANAGER AND CITY CLERK TO EXECUTE A SPONSORSHIP AGREEMENT
WITH THE OCEAN DRIVE ASSOCIATION, FOR THE OCEAN DRIVE PROMENADE MUSIC SERIES, THE
TERMS OF WHICH SHALL INCLUDE SPONSORSHIP FUNDING IN THE AMOUNT NOT TO EXCEED
$100,450 FOR THE 2022 SPRING/SUMMER SEASON.
RECOMMENDATION
The Administration recommends accepting the recommendation of the Finance and Economic Resiliency Committee,approving the
Ocean Drive Association's request for financial assistance for the inaugural year of the Ocean Drive Promenade Music Series in the
amount of$100,450 to include a final report depicting audience attendance and demographics, and for future funding requests to
require a 1:1 match.The funding for the 2022 programming will come from Resort Tax contingency funds.
BACKGROUND/HISTORY
On April 29,2022,the Finance and Economic Resiliency Committee(FERC)reviewed the Ocean Drive Association's(ODA)Ocean
Drive Promenade Music Series sponsorship request and referred to the City Commission with a favorable recommendation of
approval for the ODA's request for financial assistance for the inaugural year of programming in the amount of$100,450 to include a
final report depicting audience attendance and demographics,and for future funding to require a 1:1 match.
At the April 6,2022 City Commission meeting a referral was placed for discussion on the Finance and Resiliency Committee agenda
to discuss the Ocean Drive Association's request for financial assistance from the City for the Ocean Drive Promenade inaugural
year of programming as they are engaging in securing funding for its continuation.
On January 27,2022,the Tourism and Culture Department(TCD)met with the ODA Chair and Executive Director to discuss and
assist in the proposed programming of the newly opened Ocean Drive Promenade.The ODA presented a schedule of events to be
held every Sunday at 5pm.
On January 24, 2022, the Administration officially closed Ocean Drive between 13th Street to 14th Place converting the
aforementioned blocks into the Ocean Drive Promenade.
At the December 8,2021 City Commission meeting,staff completed the design and commenced the Miami-Dade County approval
process for the temporary pedestrian plaza on Ocean Drive between 13th Street and 14th Place.
ANALYSIS
The Ocean Drive Promenade Music Series is presented by the ODA in partnership with the City of Miami Beach and the Greater
Miami and the Beaches Convention and Visitors Bureau.The music series, slated for the Spring/Summer of 2022,will feature live
concerts in Lummus Park between 14th Street and 14th Place,on Sundays at 5:00PM.
The mission and vision of the programs is careful activation of the Ocean Drive Promenade, build community for residents and a
great vibe for tourists,while amplifying positive messaging about Ocean Drive and Miami Beach.
The total projected budget for 29 events is $157,600. The funding request is for$100,450. Matching funds from ODA, Betsy, II
Villaggio and 3rd party funders total$57,150.
February 3 to July 31.2022:
Total Budget Matching Funds Funding Request
Executive Director,ODA $12,500 $12,500 $0
Betsy Artist Management $12,500 $12,500 $0
Artist Fees $72,500 $7,500 $65,000
Sound Services $14,500 $4,350 $10,150
Event Support $14,500 $4,350 $10,150
Design and Branding $5,000 $0 $5,000
ti
Generator Rental $14,500 114,500 $0
Insurance $8,700 $0 $8,700
Parking $2,900 $1,450 $1,450
TOTALS $157,600 $57,150 $100,450
SUPPORTING SURVEY DATA
na
FINANCIAL INFORMATION
$100,450.00 for the 2022 Spring/Summer Ocean Drive Promenade Music Series
CONCLUSION
The Administration recommends accepting the recommendation of the Finance and Economic Resiliency Committee,approving the
Ocean Drive Association's request for financial assistance for the inaugural year of programming in the amount of$100,450 to include a final
report depicting audience attendance and demographics,and for future funding requests to require a 1:1 match.The funding for 2022 will
come from Resort Tax contingency funds.
Applicable Area
South Beach
Is this a"Residents Right Does this item utilize G.O.
to Know"item,pursuant to Bond Funds?
City Code Section 2-14?
No No
Strategic Connection
Prosperity-Market and promote Miami Beach as a world class arts,culture,and quality entertainment destination.
Legislative Tracking
Tourism and Culture
Sponsor
Mayor Dan Gelber
ATTACHMENTS:
Description
o Exhibit A-Ocean Drive Promenade Concert Series
its
OCEAN DRIVE
OCEAN DRIVE PROMENADE
MUSIC SERIES
MIAMIBEACH
SPRING/SUMMER 2022
/j /tL
GREATER MIAMI AND THE BEACHES
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Mayor's Comments ! _ ��, ..'.. 4 .../ s:> x.14. ;t: 'a ,�. � ,
Y
Presented by the Ocean Drive Association
in partnership with the City of Miami Beach
and the Greater Miami and the Beaches Convention and Visitors Bureau
featuring live concerts in Lummus Park
between 14th Street and 14th Place - on Sundays @ 5 PM
VISION AND MISSION FOR OCEAN
DRIVE PROMENADE PROGRAMS*
CAREFULLY ACTIVATE OCEAN DRIVE PROMENADE WITH ELEVATED
FAMILY-FRIENDLY CONTENT
BUILD COMMUNITY FOR RESIDENTS - AND A GREAT VIBE FOR TOURISTS
AMPLIFY POSITIVE MESSAGING ABOUT OCEAN DRIVE & MIAMI BEACH - TO THE
WORLD
April 17 @ 5 PM April 24 @ 5 PM
OCEAN DROVE PROMENADE GNQDG Nicole Yarling ot Melton Mustafa Jr.Jazz
with Tal Cohen,Piano Trio with special guest,
MIMIC S IE n O l S Nicole Henry
Sundays @ 5:00 PM Between 14th Street and 14th Place MAY
FEBRUARY May 1 @ 5PM May 8 @ 5PM
Danny Mixon Trio South Beach
February 6 @ 5PM February 13 45 PM with Carole Ann Chamber
The South Beach MB Classical Taylor,vocals Ensemble
Chamber Ensemble Music Festival
Mozart on the Move Opero/Broadway/Zarzuela
May 15 @ 5PM May 22 @ 5PM
February 20 @ 5 PM February 27 @ 5 PM Reuben New World Symphony
The Amernet The Amernet Hoch Trio Chamber Ensemble
Quartet Quartet
Strings Attached: No Strings Attached:
Music of the Masters (More than)Music of the Masters May 29 @ 5 PM
MARCH Nu-Deco Ensemble Combo
March 6 @ 5PM March 13 @ 5PM
The South Beach New World Symphony DUNE/JULY
Chamber Ensemble String Quartet
Mozart on the Move Global Folk Songs for Strings June 5,12,19,26 I July 3,10,17,24,31
Miami Beach Classical Music Festival Performances
Directed by Michael Rossi,founder and artistic director MBCMF
March 20 @ 5 PM March 27 @ 5 PM Includes Chamber Music,Opera,Zarzuela,Broadway
Miami Beach Classical Florida Grand Presented by Faculty and Advanced students
Music Festival Opera
Opera/Broadway/Zarzuela From Opera to Broadway
APRIL Bring your own blankets and Folding chairs
For questions please contact exocdirectoreoceandrivemb.com
April 3 @ 5 PM April 10 @ 5PM
Jim Gasior Jazz Edgar Pantoja Latin
Trio with Jazz Trio,with Magela
LeNard Rutlege Herera,Vocals&Flute MIAMIBEACH d)OCEAN DRIVE M�ANII
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OCEAN DRIVE PROMENADE MUSIC SERIES :
PROJECTED BUDGET*
Feb 3 to July 31,2022 '
Total BudgetMatching Funds,Funding_Request: .
Executive Director,ODA (Marketing,_Production,Community Relations): $12,500- _ $12,500'
Betsy Artist Management(Artist identification/contracting/management): __.. $12,500 _$12,500: _ _ $0 _
-
Artist __$72,500 - _$7,500,______ $65,000:._
Sound Services; $14,500._ -_- . $4,350�- _ $10,.1.50
Event Support—.._ $14,500 $4,350. - - $1-0,150! -
Design.and.Branding' .-.. - $5,000. . •_$0 __- ____ __ $5,000: ----
Generator Rental __. $1.4,500 _ _$14,500; $0--_ _..
Insurance' _ $8,700, $0' . $8,7001
Parking _ $2,900 $1,450 . $1,450;__
TOTAL W .o o . C)C.Vnl1CJ.: g 100 450.
* NOTES
This budget includes fundingfor 29 events:
26 Sunday 5 PM concerts and 3 pop up events
Matching Funds Key - - , -
ODA Betsy II Villaggio 3rd Party Funders
PROJECTED AUDIENCE FOR INAUGURAL SEASON
LIVE IN LUMMUS DIGITAL REACH*
2,000 PER WEEK 450k PER WEEK
8,000 PER MONTH 1 ,800,000 PER MONTH
48,000 INAUGURAL SEASON 10,800,000 INAUGURAL SEASON
* DIGITAL REACH DATA REFLECTS ODA EMAIL MARKETING PROGRAM; NOT INCLUDED YET IS ADDITIONAL EMAIL MARKETING REACH
AND MEDIA MESSAGING PLACEMENT LEVERAGED BY AND WITH PARTNERS - WHERE THERE IS EXPONENTIAL POTENTIAL.
OPPORTUNITIES FOR
SPONSOR/PARTNER BRANDING
SIGNIFICANT MESSAGING REACH BEFORE, DURING, AND AFTER EVENTS
DIGITAL ASSETS AND OUTREACH WITH SPONSOR LOGO
EVENT SIGNAGE WITH SPONSOR LOGO
BANNER SIGNAGE ON LIGHT POSTS WITH SPONSOR LOGO
COLLABORATIVE MEDIA PLACEMENT AND MESSAGING - LOCAL AND WORLDWIDE
OCEAN OR1vE CONTACT
CECI VELASCO
EXECUTIVE ``DIRECTOR, OCEAN DRIVEl ASSOCIATION
( \ .. `\NO[ I\�'!MB.C_OM
305.521 .4394
JONATHAN PLUTZIK
CHAIR, OCEAN DRIVE ASSOCIATION
OWNER, THE BETSY HOTEL
JPLUTZIK@THEBETSYHOTEL.COM