C7D-Accept Recommendation Naming Rights For Publicly Owned Facilities And ParksCOMMISSION ITEM SUMMARY
Condensed Title:
A Resolution accepting the recommendation of the finance and citywide projects committee not to pursue naming rights
for ublicl owned facilities and arks and to further research the develo ment of a Miami Beach arks foundation.
Key Intended Outcome Supported:
Ensure well-maintained facilities and Increase satisfaction with family recreational activities.
Supporting Data (Surveys, Environmental Scan, etc.): N/A
Item Summary/Recommendation:
The City has been involved in efforts to maximize its strong brand presence by partnering with corporate entities in a
manner that generates good publicity and marketing for the City, while at the same time generating revenue or providing
savings to the City. The City's municipal marketing (also known as "corporate sponsorship") consultant, The Superlative
Group (TSG), has identified priorities for their efforts, while other activities have been identified to be pursued internally
with the City's Development Coordinator.
TSG explained that they initiated discussions with a large corporate entity interested in partnering with the City on
naming rights for South Pointe Park, at the Finance and Citywide Projects Committee (FCWPC) on July 26, 2012. At
that time, this anonymous company proposed to support the City of Miami Beach by enhancing and updating South
Pointe Park. It was further explained that the anonymous company stated would support the City to offer an enjoyable,
inclusive and accessible experience that will strengthen awareness and reinforce the core values of the City of Miami
Beach and that of the brand.
The terms presented at that time included a $4 million cash contribution over 20 years, or $200,000 annually, with a
potential additional contribution toward the maintenance of the park. The Committee recommended TSG negotiate
further with the anonymous company and return to the FCWPC. The Committee also stated that the $200,000 annually
was not sufficient and TSG should negotiate additional annual support to offset the City's annual maintenance costs.
The anonymous company was subsequently identified to be Carnival Corp. The concept was later presented to the
South of Fifth Neighborhoods Association (SOFNA) and Miami Beach United. Both organizations passed similar
motions against selling public land for naming rights or using public land for commercial purposes. SOFNA also stated
the city should instead consider forming a park conservancy. On August 30, 2012, TSG advised the City that Carnival
Corp withdrew their proposal and was no longer interested in pursuing naming rights for South Pointe Park.
The Parks and Recreation Department has begun researching the option of establishing a foundation or a conservancy
that would be dedicated to augmenting the funding sources now supporting the City's parks and recreation system.
Initial research has indicated that both entities are developed as 501 (c) (3) public~private partnership with the primary
purpose of generating financial support for a parks and recreation system. A parks foundation may be expansive in its
funding support of a parks and recreation conservancy system. An example is the Miami~Dade Park and Recreation
Department Foundation. As in contrast to the Central Park Conservancy, that invests its efforts solely in New York's
Central Park.
The Administration recommends adopting the Resolution.
Advisory Board Recommendation:
The Finance and Citywide Projects Committee met on November 9, 2012 and discussed this item. The Committee
recommended not moving forward with naming rights for public parks or public facilities and to look into the
Conservancy concept to restore, manage and enhance the Parks in partnership with the public, for the enjoyment of
present and future generations.
Financial Information:
Source of Amount
Funds: 1
OBPI Total
Financial Impact Summary:
City Clerk's Office Legislative Tracking:
Max Sklar, Acting Assistant City Manager
Sign-Offs:
Department Director
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MIAMI BEACH 176
Account
City Manager
KGB
AGENDA ITEM c 7 D
DATE z_..-,,.../3
MIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive, Miami Beach, Florida 33139, wvt:\:\'.,miarniP~flchfl.gov
COMMISSION MEMORANDUM
TO:
FROM:
DATE:
Honorable Mayor and Members of the City Co{i;?m
Kathie G. Brooks, Interim City Manage/~~ '
February 6, 2013
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI
BEACH, FLORIDA, ACCEPTING THE RECOMMENDATION OF THE FINANCE AND
CITYWIDE PROJECTS COMMITTEE NOT TO PURSUE NAMING RIGHTS FOR
PUBLICLY OWNED FACILITIES AND PARKS AND TO FURTHER RESEARCH THE
DEVELOPMENT OF A MIAMI BEACH PARKS FOUNDATION.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
KEY INTENDED OUTCOME SUPPORTED
Ensure well-maintained facilities.
Increase satisfaction with family recreational activities.
BACKGROUND:
As you are aware, the City has been involved in efforts to maximize its strong brand presence by
partnering with corporate entities in a manner that generates good publicity and marketing for the
City, while at the same time generating revenue or providing savings to the City. The City's
municipal marketing (also known as "corporate sponsorship") consultant, The Superlative Group
(TSG), has identified priorities for their efforts, while other activities have been identified to be
pursued internally with the City's Development Coordinator. The City's Development Coordinator
serves as the contract support staff for TSG.
Efforts have focused on identifying potential municipal marketing partners and opportunities for
partnership, and reaching out to these potential partners to gauge interest. The current economic
conditions have impacted the marketing budgets for many large corporations with histories of
engaging in these types of partnerships; municipal marketing efforts are funded principally from
marketing budgets, as they serve the primary purpose of promoting the corporation's brand and/or
product. Not surprisingly, corporate marketing budgets have been impacted and are often the first
affected when cost-cutting measures are initiated. While we continued to pursue various efforts in
municipal marketing, as you know, we made considerable progress in the area of an
Exclusive/Official citywide beverage partner, resulting in the ten-year exclusive, non-alcoholic
beverage sponsorship with Coca-Cola Refreshments.
This was first presented to the Finance and Citywide Projects Committee (FCWPC) at its July 26,
2012 meeting. TSG explained that they initiated discussions with a large corporate entity
interested in partnering with the City on naming rights for South Pointe Park. At that time, this
anonymous company proposed to support the City of Miami Beach by enhancing and updating
South Pointe Park. It was further explained that the anonymous company stated would support
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February 6, 2013
City Commission Meeting
Accepting Recommendation of FCWPC-Naming Rights
Page 2 of 2
the City to offer an enjoyable, inclusive and accessible experience that will strengthen awareness
and reinforce the core values of the City of Miami Beach and that of the brand.
The terms presented at that time included a $4 million cash contribution over 20 years, or
$200,000 annually, with a potential additional contribution toward the maintenance of the park. The
Committee recommended TSG negotiate further with the anonymous company and return to the
FCWPC. The Committee also stated that the $200,000 annually was not sufficient and TSG
should negotiate additional annual support to offset the City's annual maintenance costs. The
anonymous company was subsequently identified to be Carnival Corp.
The concept was later presented to the South of Fifth Neighborhoods Association (SOFNA) and
Miami Beach United. Both organizations passed similar motions against selling public land for
naming rights or using public land for commercial purposes. SOFNA also stated the city should
instead consider forming a park conservancy.
On August 30, 2012, TSG advised the City that Carnival Corp withdrew their proposal and was no
longer interested in pursuing naming rights for South Pointe Park.
The Parks and Recreation Department has begun researching the option of establishing a
foundation or a conservancy that would be dedicated to augmenting the funding sources now
supporting the City's parks and recreation system.
Initial research has indicated that both entities are developed as 501 (c) (3) public-private
partnership with the primary purpose of generating financial support for a parks and recreation
system. A parks foundation may be expansive in its funding support of a parks and recreation
conservancy system. An example is the Miami-Dade Park and Recreation Department Foundation.
As in contrast to the Central Park Conservancy, that invests its efforts solely in New York's Central
Park.
FINANCE AND CITYWIDE PROJECTS COMMITTEE
The Finance and Citywide Projects Committee met on November 9, 2012 and discussed this item.
The Committee recommended not moving forward with naming rights for public parks or public
facilities and to look into the Conservancy concept to restore, manage and enhance the Parks in
partnership with the public, for the enjoyment of present and future generations.
CONCLUSION:
The Administration recommends adopting the recommendation of the Finance and Citywide
Projects Committee.
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RESOLUTION TO BE SUBMITTED
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