OLD BUSINESS  1.

COMMITTEE MEMORANDUM

KEY INTENDED OUTCOME:
Enhance Cultural and Recreational Activities

HISTORY:

The first South Beach Mango Festival was held on Sunday, August 5, 2018, from 11 a.m. – 7 p.m., on Lummus Park, between 11th and 12th Streets.

During the June 6, 2018 City Commission meeting, Commissioner Michael Gongora, requested the South Beach Mango Festival event producers refer their request for a waiver of the following special event permitting fees to the Finance and Citywide Projects Committee ("FCWPC"):

Application fee: $250.00

Permit fee: $250.00

Vehicle Beach Access Passes: $1,500

Square footage fee: $24,610

Lummus Park user fee: $2,713.25

The total request for fee waivers was $29,323.25.

At June 8, 2018 FCWCP meeting, the Committee recommended special event fee waivers in the amount of $29,323.25, as requested.

In addition, the FCWPC recommended that the City sponsor of the South Beach Mango Festival. 

The waiver and sponsorship were approved by the City Commission on June 12, 2018.

On March 13, 2019, the City Commission referred the request for fee waiver and sponsorship of the 2019 South Beach Mango Festival, to the April FCWPC:

The 2019 Mango Festival was requesting the following:

-  to waive the special event permit fees ($29,323.25 from 2018)

-  City sponsorship of $75,000

On April 4, 2019 the Administration reached out to the Mango Festival to gather details of the event in which to base a recommendation. On April 11, 2019 the Administration spoke with the festival producers to review details, but the producers were unable to provide any details about the event including programming, other sponsorships, or any details on how the sponsorship money would be spent.  The producers of the Mango Festival asked if they could present their overall plan at the FCWPC meeting.

During the April 19th FCWPC meeting, the producers of the Mango Festival did not have a presentation to show the Committee in regards to sponsorship dollars, so the Committee recommended only the waiver of special event fees, not to exceed $29,323.25, and asked that the administration meet again with festival producers in regards to the $75,000 sponsorship request.

On May 8, 2019, the City Commission accepted the FCWPC recommendation and approved the request for the special event fee waiver in an amount not to exceed $29,323.25.

Following the Commission meeting, the administration reached out to festival producers on the phone to talk about what would be needed in order to review a sponsorship request.  Following that phone conversation, the administration set up a time to review the proposal, in person.

On May 7, 2019, Matt Kenny, Tourism and Culture Director emailed the Mango Festival to confirm a meeting date of May 14th, and to remind the producers to bring all proposals and supporting documents with them, regarding their sponsorship request.

On May 14, 2019, the administration met with the Mango Festival, but the producers did not have any proposal or details to provide the administration, on how the sponsorship money would be spent.  The producers made the administration aware that they did not have any corporate sponsors, or any vendors tents currently sold.

On May 15, 2019, the administration made the Mango Festival aware that they would be unable to recommend any further sponsorship, due to the lack of information provided by the producer, despite numerous attempts to request it.

ANALYSIS:

For the 2019 festival, the producers are planning to extend the festival from one day to three days on July 26, 27, and 28, 2019

Friday night: Kick off at Miami Beach Botanical Gardens

Saturday: 11:00am -5:00pm Mango Fest - Lummus Park

Saturday: 7:00pm - 11:00pm - Mango themed evening of food, music, and competitions on the main stage. 

Sunday: 11:00am - 6:00pm Mango Fest - Lummus Park

In 2018, the festival says that the had approximately 4000 attendees, and the organizers are expecting 10,000 in 2019.  The festival producers have been unable to verify on what grounds they expect 10,000 attendees, when asked by the administration.  The budget for the 2018 festival was approximately $150,000, which was funded by the producers, and realized a loss of over $100,000 (as per information provided by festival producers).  Producers mentioned that the City of Miami Beach sponsorship would allow the festival to add additional days and to grow the festival, but the administration recommended that the producers should stick to a single day, successfully produced.

The 2019 festival would like to expand to 3 days, rather than the single day festival in 2018, with enhanced evening programming, and expanded event site with potential events taking place in local restaurants, as well as the addition of a trade fair.

Despite numerous attempts on behalf of the administration, the producers were unable to provide any details or proposal on how the sponsorship dollars, outside of the permit fee waivers would be spent.

Pursuant to Sec. 12-7(a) of Chapter 12 (Arts, Culture and Entertainment) of the City Code, any request for City Sponsorship of an event of $25,000 or more shall only be considered through the City Commission's annual budget process. All other requests for City sponsorship, pursuant to 12-7(b) shall require "(I) an advisory recommendation of the Finance and Citywide Projects Committee; and (ii) by a five-sevenths (5/7th) vote, of the City Commission," and 12-7(c) states that 'in considering approval of a Sponsorship for an event, "the City Commission may consider (I) whether the event organizer has exercised good-faith diligent efforts to apply for grant funding that may be available from the City's Visitor and Convention Authority ("CVA" or Cultural Arts Council ("CAC"); (ii) the Event organizer's history and performance in delivering quality Events, (iii) any benefits being directly provided to the general public with respect to the Event, such as free or discounted tickets to persons residing in the City of Miami Beach, seniors, veterans, or member of disadvantaged groups; (iv) whether the event is accessible to the general public (either as a ticketed event or otherwise); (v) the demonstrable economic impacts associated with the Event; (vi) the demonstrable media commitments secured by the Event organizer for the Event; or (vii) the efforts undertaken by the Event organizer to mitigate any quality of life impacts associated with the Event, including noise, littering, traffic or parking impacts associated with an Event."

The event consideration for sponsorship would meet the guidelines in the following manner:

1. Has the event applied for CAC or VCA? NO

2. How many years has the event been active on Miami Beach? ONE (1) YEAR

3. Does the event generate significant room nights on Miami Beach?  NO

4. What is the public benefit provided by the event?  Free event to all residents (only with sponsorship).

CONCLUSION:

The Administration recommends no further sponsorship of the Mango Festival, as no details have been gprovided after numerous meetings and requests, and with the event date so near in the future with no other sponsorships secured.