HomeMy WebLinkAbout2005-25800 Reso
RESOLUTION NO. 2005-25800
A RESOLUTION OF THE MAYOR AND CITY COMMISSION
OF THE CITY OF MIAMI BEACH, FLORIDA, APPROVING
THE ATTACHED BUDGET FOR FISCAL YEARS 2004/05
THROUGH 2008/09, SUBMITTED BY LINCOLN ROAD
MARKETING, INC. (LRMI), UTILIZING REVENUE
GENERATED FROM THE LINCOLN ROAD FARMER'S
MARKET, THE LINCOLN ROAD ANTIQUE &
COLLECTIBLES MARKET AND ADSHEL DIRECTORIES ON
LINCOLN ROAD FOR THE PURPOSE OF MARKETING AND
PROMOTING LINCOLN ROAD.
WHEREAS, the Lincoln Road Marketing, Inc. (LRMI) is the successor to the Lincoln
Road Partnership, serving as the not-for-profit representative on issues affecting the
Lincoln Road community; and
WHEREAS, its primary goal has been marketing of Lincoln Road as a destination
for residents and tourists with 'an emphasis on shopping, culture, dining, etc.; and
WHEREAS, LRMI appeared at the January 3,2001 Finance and Citywide Projects
Committee and was granted approval for the use of City concession revenues from the
Lincoln Road Farmer's Market and the Antique and Collectibles Market for a Lincoln Road
Marketing program; and
WHEREAS, at its regular meeting on March 14, 2001, the Mayor and City
Commission authorized LRMI to utilize concession revenue generated from the aforestated
Lincoln Road markets for the sole purpose of marketing Lincoln Road, and appropriated
$49,000 of available concession revenues for marketing; and
WHEREAS, LRMI has utilized its original appropriation for the marketing of Lincoln
Road, including the development of signage, brochures and television commercials; and
WHEREAS, at its regular meeting on February 26th, 2003, the Mayor and City
Commission authorized LRMI to utilize concession revenue generated from the Lincoln
Road markets for the sole pu rpose of marketing Lincoln Road, and appropriated the use of
the additional concession revenues in the amount of $37,874.75; and
WHEREAS, the City currently has an Agreement with Clear Channel Adshellnc., for
the construction, operation and maintenance of directory structures and street name signs
on Lincoln Road, effective through April 18, 2006 (the Agreement); and
WHEREAS, the terms of the Agreement provide for the payment on a quarterly
basis, from Adshel to the City, of the greater of either one thousand three hundred dollars
($1,300) per structure per year or twenty percent (20%) for year one; and
WHEREAS, the City has collected an additional $116,384.33 of revenues from the
markets and revenues from the directories being maintained on Lincoln Road by Adshel
pursuant to the Agreement; and
WHEREAS, LRMI has submitted a proposed budget for Fiscal Years 2004/05
through 2008/09 for use of the additional funds for the marketing of Lincoln Road that is
attached and incorporated as Exhibit A to this Resolution.
NOW, THEREFORE, BE IT RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission approve the attached budget for Fiscal Years 2004/05 through 2008/09,
submitted by Lincoln Road Marketing, Inc. (LRMI), utilizing revenue generated from the
Lincoln Road Farmer's Market, the Antique and Collectibles Market and the Adshel
Directories on Lincoln Road for the purpose of marketing and promoting Lincoln Road.
PASSED and ADOPTED this
2nd
,2005.
ATTEST:
~y ~M-Gk
City Clerk
APPROVED AS TO
FORM & LANGUAGE
& FOR exeCUTION
T:\AGENDAI2003\FEB2603\REGULAR\FEDERAL PRIORITIES RESO.DOC
/47/0)
Date
LINCOLN ROAD MARKETING INC. - FIVE YEAR BUDGET AND WORKPLAN
CORE BUDGET
Income 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009
Adshel $ 30,000 $ 13,000 $ 20,000 $ 20,000 $ 20,000
Markets $ 12,000 $ 30,000 $ $ $
Other $ 116,384 $ $ $ $
Carryover $ $ 97,884 $ 96,884 $ 72,884 $ 48,884
Total $ 158,384 $140,884 $116,884 $ 92,884 $ 68,884
Expenses
Brochure Production $ 4,400 $ 4,400 $ 4,400 $ 4,400 $ 4,400
Brochure Distribution $ 4,000 $ 4,000 $ 4,000 $ 4,000 $ 4,000
TV Commercial Update $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000
Rack Card Design $ 800 $ 800 $ 800 $ 800 $ 800
Rack Card PrintinglDistribution $ 17,000 $ 17,000 $ 17,000 $ 17,000 $ 17,000
Web Site $ 7,500 $ 1,000 $ 1,000 $ 1,000 $ 1,000
Cultural Events - Arts Walk $ 6,800 $ 6,800 $ 6,800 $ 6,800 $ 6,800
Total Core Expenses $ 50,500 $ 44,000 $ 44,000 $ 44,000 $ 44,000
Transfer to Enhancements $ 10,000 $ $ $ $
Balance $ 97,884 $ 96,884 $ 72,884 $ 48,884 $ 24,884
ENHANCEMENTS
Income
Adshel $ $ 60,000 $ 64,000 $ 64,000 $ 70,000
Markets $ $ $ 20,000 $ 18,000 $ 15,000
Other $ 10,000 $ $ $ $
Carryover $ $ $ 15,000 $ 24,750 $ 26,688
Total $ 10,000 $ 60,000 $ 99,000 $106,750 $111,688
Visimap $ 3,500
Print Advertising $ 6,500
Total Enhancement Expenses $ 10,000 45,000 74,250 $ 80,063 $ 83,766
Balance $ $ 15,000 $ 24,750 $ 26,688 $ 27,922
TOTAL PROJECTED BUDGET
Income
Expense
Reserve
$ 168,384 $200,884 $215,884 $199,634 $180,572
$ 14,400 $ 49,400 $ 78,650 $ 84,463 $ 88,166
$ 153,984 $151,484 $137,234 $115,172 $ 92,406
Exhibit A
January 21, 2005
Kevin Crowder
City of Miami Beach
1700 Convention Center Drive
Miami Beach, FL 33139
Dear Kevin,
Lincoln Road Marketing Inc. (LRMI) is a non-profit collective of merchants
and property owners who have combined forces to promote Lincoln Road as
Miami Beach's premiere destination for dining, shopping, strolling and the
arts.
This historic twelve-block stretch was originally designed to be Miami
Beach's answer to New York's 5th Avenue. Today Lincoln Road takes its
place among the most unique and vibrant shopping streets anywhere in the
world.
LRMI is requesting funds be allocated to our budget for a targeted marketing
and promotional campaign, to be executed within the Lincoln Road business
district and beyond, reaching visitors and residents alike. The funds
requested are generated from the Farmer's Market, Antiques & Collectibles
Market and the outdoor Ad Shell Directories.
Currently, a special focus is expanding and enhancing cultural activities on
Lincoln Road. Our new monthly Arts Walk is designed to bring back the
focus on the arts to Lincoln Road and to benefit groups associated with
fostering and assisting various cultural entities. We are currently in the
process of expanding print, radio and television coverage of the event.
Another example is creating a partnership with the City to celebrate the re-
opening of the Colony Theatre.
A top priority is to go about finding ways to address the "disconnect"
between the Convention Center and the road itself, through a specialized
outreach to conventioneers before and during their stays. To that end, we
have already begun working closely with the MBCC and the Hotel/Motel
Association to insure that the 2005 MPI Convention is a huge success,
bringing meeting business to Miami Beach for years to come.
LRMI Plan page 2
The LRMI Marketing Plan includes, but is not limited to, widely-distributed
brochure/maps, print, radio and television advertising, banner flying on the
beach, an outreach at the Convention Center, VisiMap, web site design and
hosting, outdoor advertising, travel publications, newsletter, GMCVB Shop
Miami program, additional holiday decorations, special events and more.
LRMI will dedicate itself to continuing to strive for excellence and
developing a world-wide reputation as Miami's must-see outdoor mall.
LRMI will conduct an ongoing search for new and cutting-edge ways to
promote itself as the premiere dining, shopping, strolling and arts
experience, while incorporating traditional and proven marketing methods.
Our newly elected Board and Officers bring the energy and combined skill
set to make our vision a reality, along with your assistance.
Property owners pay taxes to the City of Miami Beach. Landlords must be
able to collect rents from tenants to continue to pay these taxes. Ifwe are
unable to pay today's market rent and go out of business because revenues
don't support those rates, the ensuing domino effect will wreck havoc with
our local economy.
Through its focused, collaborative, voluntary and participatory effort, and
with the assistance of funding from the City of Miami Beach, LRMI will
continue to drive traffic to the Lincoln Road Business District, thus keeping
the local economy moving and booming. It is through these efforts that this
area will maintain the wave of success we are currently experiencing. To
date, we have a membership drive that has collected over $26,000 in dues,
with another $10,000 in verbal commitments.
LRMI looks forward to working closely with the City of Miami Beach, and
the exciting things we can, and will, accomplish in the future. We thank you
in advance for your commitment and dedication to the continued success of
Lincoln Road, and Miami Beach as a whole.
Lincoln Road Marketing Inc.
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CITY OF MIAMI BEACH
COMMISSION ITEM SUMMARY
~
-
Condensed Title:
Resolution approving the budget and marketing plan submitted by Lincoln Road Marketing, Inc. for the
purpose of marketing and promoting Lincoln Road.
Issue:
Should the City approve the new Lincoln Road Marketing budget and allow concession revenue from the
markets and directories to fund part of the marketing program?
Item Summary/Recommendation:
I Approve the Resolution.
Adviso Board Recommendation:
Finance and Citywide Projects Committee - October 26, 2004
Financial Information:
Amount to be expended:
D
Finance Dept.
Source of
Funds:
Ci Clerk's Office Le islative Trackin
Kevin Crowder, Economic Development
F:IDDHPI$ALLIKEVIN\Commission lIemsl0501121Lincoln Road Sum.doc
AGENDA ITEM (!7 C.
DATE J -J.-rxs-
CITY OF MIAMI BEACH
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
http:\lci.miami-beach.fl.us
COMMISSION MEMORANDUM
FROM:
Mayor David Dermer and
Members of the City Commission
Jorge M. GOnZalez. t ,.r-/~
City Manager 0 . U
DATE: February 2,2005
TO:
SUBJECT:
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, APPROVING THE ATTACHED BUDGET
SUBMITTED BY LINCOLN ROAD MARKETING, INC. (LRMI), UTILIZING
REVENUE GENERATED FROM THE LINCOLN ROAD FARMER'S
MARKET, THE ANTIQUE & COLLECTIBLES MARKET AND ADSHELL
DIRECTORIES FOR THE PURPOSE OF MARKETING AND PROMOTING
LINCOLN ROAD.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
ANALYSIS:
Lincoln Road Marketing Inc. (LRMI) was formed after the demise of the Lincoln Road
Partnership to serve as the not-for-profit representation on issues affecting the Lincoln
Road community. Their primary goal has been marketing Lincoln Road as a destination for
residents and tourists alike with emphasis on shopping, culture and dining. All
contributions to the organization have been voluntary and consequently professional
marketing and promotional initiatives have been sporadic.
On March 14, 2001, the Mayor and City Commission appropriated $49,000 in Lincoln Road
concession revenue for use for promoting and marketing Lincoln Road. To date, Lincoln
Road Marketing, Inc. has used $32,102.43 toward this effort, with an additional $14,276.18
(directory inserts, Electrowave advertising, Charter Communications, brochure inserts)
earmarked for use before the end of December. On February 26, 2003, the Mayor and
City Commission appropriated $37,784.75 in Lincoln Road concession revenue for use of
promoting and marketing Lincoln Road.
Lincoln Road Marketing, Inc. is requesting approval of a 2005 budget of $60,000.00
(attached) which represents a portion of the balance of $116,384.30 in concession revenue
that the City has collected since the February 2003 appropriation. The balance of the
collected revenues has been incorporated into a 5-year core budget and marketing plan
along with the minimum amounts that projected to be received pursuant to the agreements
for the directories and markets.
Additionally, LRMI will provide an enhanced marketing budget each year, based on the
actual revenue collected above and beyond the minimum amounts projected in the
agreements.
Summary - Lincoln Road Markets and User Fees
1999-2000
2000-2001
2000-2002
2000-2003
2000-2004
Adshell
TOTAL
Less 2001 Appropriation
Less 2003 Appropriation
Balance
$26,207.63
$23,914.46
$29,290.19
$744.12
$34,802.97
$81,581.33
$196,540.07
$49,000.00
$31,156.40
$116,384.30
In 1999, 10.2% ofthe visitors to Greater Miami visited Lincoln Road, and that figure rose to
31.0% in 2003. Although visitation has increased, LRMI wishes to further increase market
penetration through the continued development of the marketing program.
Attached, please find correspondence from LRMI that further describes their plans and
request.
This year LRMI collected almost $30,000 from the property/business owners be used for
the facilitation of the Board of Directors Election/Town Hall meeting and other special
projects. Attached, please find a list of the new Board of Directors, elected by the LRMI
membership in November 2004.
LRMI will submit expenditure requests to the City's Economic Development Department for
determination that the request is an eligible item for use of these funds. The City will then
process eligible expenses. Ineligible expenses will be the responsibility of LRMI.
CONCLUSION:
The Administration recommends that the Mayor and City Commission approve the
attached budget of Lincoln Road Marketing, I nc. for the purpose of marketing Lincoln Road
as a destination.
JMG/C~/kc
Attachments (2)
Proposed Budget and Five Year Plan
Letter from LRMI
Lincoln Road Marketing, Inc. Board of Directors
T:\AGENDA\2005\Feb0205\Consent\Lincoln Road Memo.doc