C7M-Accept Recomm Mobile Applications For Municipal Parking And Other City ServCOMMISSION ITEM SUMMARY
Condensed Title:
A Resolution Accepting The City Manager's Recommendation Pertaining To The Ranking Of Firms For
Mobile Application Developers, Authorizing The Administration To Enter Into Negotiations, And Authorizing
The Mayor And City Clerk To Execute An Agreement.
I Shall the Commission Adopt the Resolution?
Item Summary/Recommendation:
The City's goals and objectives are to disseminate and promote its transportation and parking services in an
easy, convenient, and reliable format. A mobile application is the preferred method to provide this
information to the maximum number of people in the most cost-efficient manner.
The Mayor and City Commission at its May 11, 2011 meeting authorized the Administration to issue an RFP
for mobile applications developers for municipal parking, transportation, parks and recreation, special
events, and other City services. The Parking and IT Departments compiled a Scope and Specifications for
the issuance of an RFP for the development of a mobile application for municipal parking and
transportation, and other City services. RFP No. 32-10/11 was issued and sent to over 250 firms.
Proposals were received from EtisbewTechnology Group; Fujitsu America, Inc; ltera Consulting; Parkfast;
Parking in Motion; SMX Services & Consulting, Inc.; Streetline, Inc.; and Vodafone International Services.
The proposals from Etisbew, ltera, and Vodafone were deemed non-responsive by Procurement for lacking
any signatures, in addition to other several required documents.
An Evaluation Committee appointed by the City Manager reviewed, listened to presentations, participated in
Q&A with the five (5) remaining Proposers, scored and ranked the proposals. Based on the published
evaluation criteria, the Committee ranked Parking in Motion as the top-ranked firm; Fujitsu as the second-
ranked firm; and Streetline as the third-ranked firm.
After reviewing the Committee's recommendation, and considering the ranking of proposals, the City
Manager exercised his due diligence, and is recommending to the Mayor and City Commission that Fujitsu
not be recommended as the second-ranked firm due to the proposed fees. Instead, the City Manager
deems it to be in the best interest of the City to rank Streetline, Inc. as the second-ranked.
It is recommended that the Mayor and City Commission adopt the resolution.
Advisory Board Recommendation:
IN/A
Financial Information:
Source of Amount Account
Funds:
1 N/A N/A
I I 2
OBPI Total
Financial Impact Sum~ry:
City Clerk's Office Legijrfative Tracking:
Gus Lopez ext 6641 b-
v
nt Director nt City Manager City Manager
PDW JMG
C9 MIAMIBEACH A'GENDA ITEM c. 7 M
DATE 12..-IL{ -II
243
MIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive, Miomi Beoch, Florido 33139, www.miomibeochfl.gov
TO:
FROM:
DATE:
SUBJECT:
COMMISSION MEMORANDUM
Mayor Matti Herrera Bower and Members of the Ci~ om mission
Jorge M. Gonzalez, City Manager
December 14, 2011
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF
THE CITY MANAGER RELATIVE TO THE RANKING OF PROPOSERS,
PURSUANT TO REQUEST FOR PROPOSALS (RFP) NO. 32·1 0/11 FOR
MOBILE APPLICATION DEVELOPERS FOR MUNICIPAL PARKING,
TRANSPORTATION, PARKS AND RECREATION, SPECIAL EVENTS,
AND OTHER CITY SERVICES; AUTHORIZING THE ADMINISTRATION TO
ENTER INTO NEGOTIATIONS WITHTHE TOP-RANKED FIRM OF
PARKING IN MOTION, LLC, AND SHOULD THE ADMINISTRATION NOT
BE ABLE TO NEGOTIATE AN AGREEMENT WITH THE TOP-RANKED
FIRM, AUTHORIZING THE ADMINISTRATION TO NEGOTIATE WITH THE
SECOND-RANKED FIRM OF STREETLINE, INC.; AND FURTHER
AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE AN
AGREEMENT UPON THE COMPLETION OF
SUCCESSFUL NEGOTIATIONS BY THE ADMINISTRATION.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
KEY INTENDED OUTCOME SUPPORTED
Improve process through information technology
BACKGROUND
The City of Miami Beach Parking Department ("Parking") is dedicated to providing state-of-
the-art parking technology and services for its users. This is evident by the enhancements
implemented over the last decade, such as: on-street and off-street pay stations with
multiple payment options (coins, bills, credit cards); pay on foot stations at its municipal
garages; iPark, an in-car parking device; and a number of online services.
In the United States alone, many major cities have developed mobile applications for their
transportation and parking systems, including New York, Seattle, Las Vegas, Orlando; and
San Francisco, to name a few.
In today's world of mobile technology, the next logical step in parking services is to develop
a mobile application for all of the City's parking inventory, including garages, surface parking
lots, and on-street parking areas. Additional parking information such as rates; payment
options; hours of enforcement; prohibited parking areas; restricted residential parking zones;
disabled parking, bike sharing stations, SBL (South Beach Local) bus stops; and many other
facts and/or tips may be included in the application.
244
Commission Memorandum
RFP No. 32-10/11 Mobile Application Developers
December 14, 2011
Page 2of5
The City's goals and objectives are to disseminate and promote its transportation and
parking services in an easy, convenient, and reliable format. A mobile application is the
preferred method to provide this information to the maximum number of people in the most
cost-efficient manner.
At the January 19, 2011 meeting, the Commission discussed that the Administration should
pursue the implementation of a "parking application" available on the internet and/or smart
phones for residents, tourists, and/or visitors who are looking for a parking space, to be able
to identify municipal parking facilities, including available parking spaces. The City Manager
subsequently agreed and advised that the Administration would draft an RFP Proposals for
said service. The Mayor and Commission referred the item to the Finance and Citywide
Projects Committee for further discussion. This initiative was discussed and endorsed by
the Transportation and Parking Committee at its meeting on March 7, 2011.
In addition to Parking and Transportation, proposals should address system expansion for
mobile applications for other City venues and services, including but not limited to Parks and
Recreational facilities; Special Events, and other venues/services.
The Mayor and City Commission at its May 11, 2011 meeting authorized the Administration
to issue an RFP for mobile applications developers for municipal parking, transportation,
parks and recreation, special events, and other City services. The term of the Agreement
with the selected Provider will be for a one (1) year term, with three (3) additional one-year
renewal options, at the discretion of the City.
RFP PROCESS
RFP No. 32-10/11 was issued on May 27, 2011 and the Procurement Division e-mailed,
as well as uploaded the RFP to BidSync.com and Bidnet, sending notifications to over 250
firms. A non-mandatory pre-proposal meeting to provide information and respond to
questions from prospective proposers was held on June 3, 2011. By the due date of
September 6, 2011, eight (8) proposals were received from the following firms:
• Etisbew Technology Group
• Fujitsu America, Inc.
• ltera Consulting
• Parkfast
• Parking in Motion
• SMX Services & Consulting, Inc.
• Streetline, Inc.
• Vodafone International Services
In performing due diligence, Etisbew Technology Group, ltera Consulting and Vodafone
International Services were determined to be non-responsive for not providing the required,
signed documents in their submissions.
On September 16, 2011, the City Manager via Letter to Commission No. 231-2011
appointed an Evaluation Committee (the "Committee"), consisting of the following
individuals:
Scott Diffenderer
RocioAiba
Transportation and Parking Committee
Finance Manager, Parking Department, CMB
245
Commission Memorandum
RFP No. 32-10/11 Mobile App/k;ation Developers
December 14, 2011
Page 3 of5
Francine Madera
Max Sklar
Nannette Rodriguez
Julio Magrisso
Robert Biles
Alternates:
J.P. Morgan
Leigha Taber
Neighborhood Leadership Academy Graduate
Director of Tourism and Cultural Development, CMB
Public Information Officer, Community Relations, CMB
Assistant Director, Parks and Recreation Department, CMB
Applications System Manager, Information Technology, CMB
Transportation and Parking Committee
Neighborhood Leadership Academy Graduate
Due to a conflict in scheduling with the above named Transportation and Parking Committee
members, Jo Asmundsson, also a Transportation and Parking Committee member, served
as an alternate on the Committee.
On November 1, 2011, the Committee convened and was provided with an overview of the
project, information relative to the City's Cone of Silence Ordinance, and recent changes to
the Government in the Sunshine Law. Francine Madera was nominated as the chairperson.
The Committee discussed the scope of services and the five (5) proposals. Due to the
complexity of the scope of services, and unknown specifications for the non-parking
applications, Committee requested the opportunity to interview the proposers.
The Committee reconvened on November 15, 2011, and listened to presentations and
participated in question and answer sessions with each of the five (5) proposers.
The Committee was instructed to score and rank each proposal pursuant to the evaluation
criteria established in the RFP, which was as follows (total possible 100%):
• Overall project approach, to include methodology and technical details-30%
• Financial return to the City-25%
• Proposer's experience and qualifications in providing mobile applications -15%
• Maintenance and support-15%
• Proposer's financial strength and past performance (Past performance based on
references, information provided in the proposal submission, and performance
evaluation surveys) -15%
The Committee discussed each of the proposals and the corresponding presentations, and
proceeded to score and rank them as follows:
246
Commission Memorandum
RFP No. 32-10111 Mobile Application Developers
December 14, 2011
Page 4 of5
The Committee ranked Parking in Motion (PIM) as the top-ranked firm. PIM is based in
Santa Monica, California and is a leading provider of dynamic and real time parking data, as
well as a developer of smart phone applications. PIM's database offers complete coverage
of the United States, Canada, and Europe with over 26,000 public parking lots enhanced
with rates, hours of operation, entrance points, and occupancy information.
PIM's proposal does not require any fees from the City for the existing parking application, or
a "White Label" version that is the same application, but customized for the City. PIM is also
proposing a 50/50 revenue share of "White Labeled" application sales and in-application
ads.
The Committee ranked Fujitsu America, Inc. (Fujitsu) as the second-ranked firm, due to the
technically advanced experience of the firm, their methodology and approach, and the
proposed applications for the City. Fujitsu is located in Sunnyvale, California and provides a
complete portfolio of business technology services, computing platforms, and industry
solutions. Following is a summary of the development fees proposed by Fujitsu:
$772,773 for the Parking Application in Year 1
$367,600 for the Parking Application in Year 2
$367,600 for the Parking Application in Year 3
Fujitsu's proposal also provides for per click and advertisement revenue to the City of
$787,500 per year. The Committee found this to be an aggressive goal and not very
realistic.
The Committee ranked Streetline, Inc. as the third-ranked firm. Streetline, based near San
Francisco, California, has real-time parking guidance systems throughout cities in California,
Massachusetts, Texas, and Utah, and has recorded over 30 million parking sessions.
Parker™ is Streetline's real time mobile parking platform that includes parking information
and guidance as well as capacity and availability for on-street and off-street parking.
Parker™ also provides motorists with current rates, payment options, time limits and hours
of operation of parking locations.
In September, 2011, IBM partnered with Streetline to develop a system that tracks parking
patterns in an effort to help municipalities improve congestion. In October, 2011, Streetline
received 2011 The Wall Street Journal Technology Innovations Award, being recognized for
its smartphone application Parker™.
Streetline proposed an annual subscription fee of $28,1 00 based on seven (7) garages, and
is all inclusive for on-street, mobile and web application, hosting, maintenance and new
releases.
CITY MANAGER'S DUE DILIGENCE
After reviewing the Committee's recommendation, and considering the ranking of proposals,
the City Manager exercised his due diligence, and is recommending to the Mayor and City
Commission that Fujitsu not be recommended as the second-ranked firm due to the
proposed fees. Instead, the City Manager deems it to be in the best interest of the City to
rank Streetline, Inc. as the second-ranked firm and not consider Fujitsu further due to the
potential financial impact to the City.
247
Commission Memorandum
RFP No. 32-10/11 Mobile Application Developers
December 14, 2011
Page 5 of5
CONCLUSION
The Administration recommends that the Mayor and City Commission approve the attached
resolution, accepting the recommendation of the City Manager relative to the ranking of
proposers, pursuant to Request for Proposals {RFP) No. 32-10/11, for Mobile Application
Developers for Municipal Parking, Transportation, Parks and Recreation, Special Events,
and Other City Services; and authorizing the Administration to enter into negotiations with
the top-ranked firm of Parking in Motion, and should the Administration not be able to
negotiate an agreement with the top-ranked firm, authorizing the Administration to enter into
negotiations with Streetline, Inc; and further authorizing the Mayor and City Clerk to execute
an Agreement upon completion of successful negotiations by the Administration.
T:\AGENDA\2011\12-14-11\Mobile Application Developers Memo.doc
248
RESOLUTION NO.------
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI
BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE CITY
MANAGER RELATIVE TO THE RANKING OF PROPOSERS, PURSUANT TO
REQUEST FOR PROPOSALS (RFP) NO. 32·10/11 FOR MOBILE APPLICATION
DEVELOPERS FOR MUNICIPAL PARKING, TRANSPORTATION, PARKS AND
RECREATION, SPECIAL EVENTS, AND OTHER CITY SERVICES; AUTHORIZING THE
ADMINISTRATION TO ENTER INTO NEGOTIATIONS WITHTHE TOP-RANKED FIRM
OF PARKING IN MOTION, LLC, AND SHOULD THE ADMINISTRATION NOT BE ABLE
TO NEGOTIATE AN AGREEMENT WITH THE TOP-RANKED FIRM, AUTHORIZING
THE ADMINISTRATION TO NEGOTIATE WITH THE SECOND-RANKED FIRM OF
STREETLINE, INC.; AND FURTHER AUTHORIZING THE MAYOR AND CITY CLERK
TO EXECUTE AN AGREEMENT UPON THE COMPLETION OF
SUCCESSFUL NEGOTIATIONS BY THE ADMINISTRATION.
WHEREAS, the City of Miami Beach Parking Department ("Parking") is dedicated to
providing state-of-the-art parking technology and services for its users; and
WHEREAS, the Mayor and City Commission at its May 11, 2011 meeting authorized the
Administration to issue an RFP for mobile applications developers for municipal parking,
transportation, parks and recreation, special events, and other City services; and
WHEREAS, RFP No. 32-10/11 was issued on May 27,2011 and the Procurement Division
e-mailed, as well as uploaded the RFP to BidSync.com and Bid net, sending notifications to over 250
firms, resulting in the receipt of proposals from Etisbew Technology Group; Fujitsu America, Inc.;
ltera Consulting; Parkfast; Parking in Motion; SMX Services & Consulting, Inc.; Streetline, Inc.; and
Vodafone International Services; and
WHEREAS, in performing due diligence, Etisbew Technology Group, ltera Consulting and
Vodafone International Services were determined to be non-responsive for not providing the
required, signed documents in their submissions; and
WHEREAS, on September 16,2011, the City Manager via Letter to Commission No. 231-
2011 appointed an Evaluation Committee (the "Committee"), consisting of the following individuals:
Scott Diffenderer, Transportation and Parking Committee;
Rocio Alba, Finance Manager, Parking Department, CMB;
Francine Madera, Neighborhood Leadership Academy Graduate;
Max Sklar, Director of Tourism and Cultural Development, CMB;
Nannette Rodriguez, Public Information Officer, Community Relations, CMB;
Julio Magrisso, Assistant Director, Parks and Recreation Department, CMB;
Robert Biles, Applications System Manager, Information Technology, CMB;
Alternates:
J.P. Morgan, Transportation and Parking Committee;
Leigha Taber, Neighborhood Leadership Academy Graduate; and
WHEREAS, the Committee convened on November 1 , 2011 and was provided with an
overview of the project, information relative to the City's Cone of Silence Ordinance, and recent
249
changes to the Government in the Sunshine Law, discussed the scope of services and the five (5)
proposals, and due to the complexity of the scope of services, and unknown specifications for the
non-parking applications, the Committee requested the opportunity to interview the proposers; and
WHEREAS, the Committee reconvened on November 15, 2011, and listened to
presentations and participated in question and answer sessions with each of the five (5) proposers,
and discussed and evaluated the proposals based on the evaluation criteria as outlined in the RFP;
and
WHEREAS, the Committee ranked Parking in Motion, LLC as the top-ranked firm, Fujitsu
America, Inc., as the second-ranked firm, and Streetline, Inc. as the third-ranked firm; and
WHEREAS, after reviewing the Committee's recommendation, and considering the ranking
of proposals, the City Manager exercised his due diligence, and is recommending to the Mayor and
City Commission that Fujitsu not be recommended as the second-ranked firm due to the proposed
fees, and instead, the City Manager deems it to be in the best interest of the City to rank Streetline,
Inc. as the second-ranked firm and not consider Fujitsu further due to the potential financial impact
to the City.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND THE CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission
hereby accept the recommendation of the City Manager pertaining to the ranking of proposals
pursuant to Request for Proposals (RFP) No. 32-10/11, for Mobile Application Developers for
Municipal Parking, Transportation, Parks and Recreation, Special Events, and Other City Services;
authorize the Administration to enter into negotiations with the top-ranked firm of Parking in Motion,
LLC; and should the Administration not be able to negotiate with the top-ranked firm, authorize the
Administration to negotiate with the second-ranked firm, Streetline, Inc., further authorizing the
Mayor and City Clerk to execute an agreement upon conclusion of successful negotiations by the
Administration.
PASSED AND ADOPTED this ___ day of ______ , 2011.
ATTEST:
CITY CLERK
T:\AGENDA\2011\12-14-11\Mobile Application Developers Reso.doc
250
MAYOR
APPROVED AS TO
FORM & LANGUAGE
& FOR EXECUTION