The City is interested in seeking to increase revenue generation through the strategic identification, cultivation, and solicitation of additional sponsorship and naming rights opportunities. As a result, the City is interested in engaging a consultant(s) to explore and assist with the desired goals for sponsorship and naming rights opportunities.
Corporate sponsorship and naming rights are the process of linking complimentary corporate brands for mutual benefit with business partners whose corporate missions are consistent with those of the City of Miami Beach (the “City”). For the business, benefit is typically some form of advertising, public relations or facility naming rights. While the business gains financially by marketing advantage and/or customer loyalty enhancement, the advantage to the City is primarily financial. Corporations will pay the City for the ability to use or link with our City image and identity.
These marketing programs rise from the natural partnerships between city governments and the local, regional and national businesses they host and interact with in the daily course of business. Corporate sponsorship and naming rights programs have emerged as a financially viable, ethically appropriate and aesthetically acceptable municipal financing tool. As a world-class resort city, the City of Miami Beach is especially well positioned to implement this now well-established model for generating additional revenue.
RFQ PROCESS
On February 13, 2019 the Mayor and City Commission approved the issuance of RFQ 2019-122-WG for Sponsorship and Naming Rights Consulting Services. On February 14, 2019, the RFQ was issued. A voluntary pre-proposal conference to provide information to proposers submitting a response was held on March 12, 2019. Two addenda were issued. The Procurement Department issued bid notices to 1022 companies utilizing www.publicpurchase.com website. 66 prospective bidders accessed the advertised solicitation. RFQ responses were due and received on April 12, 2019.
The City received proposals in response to the RFQ from the following four (4) firms: Fig Solutions; Global Spectrum L.P. dba Spectra Partnerships; Siinc LLC dba Siinc Agency; and The Superlative Group.
On February 13, 2019, the City Commission approved the City Manager appointed Evaluation Committee. The Evaluation Committee convened on June 24, 2019, to consider proposals received. The Committee was comprised of Tonya Daniels, Director, Office of Communications, City of Miami Beach Monica Beltran, Assistant Director, Parking Department, City of Miami Beach Matt Kenny, Director, Tourism & Culture Department, City of Miami Beach Tameka Otto-Stewart, Director, Budget and Performance Improvement, City of Miami Beach and Margarita Kruyff, Assistant Director, Environmental and Sustainability Department, City of Miami Beach. The Committee was provided an overview of the project, information relative to the City’s Cone of Silence Ordinance and the Government Sunshine Law. The Committee was also provided with general information on the scope of services and a copy of each proposal. The Committee was instructed to score and rank each proposal pursuant to the evaluation criteria established in the RFQ.
The evaluation process resulted in the ranking of proposers indicated in Attachment A, in the following order:
Group I Corporate Sponsorship
First Ranked – Global Spectrum LP DBA Spectra Partnerships
Second Ranked – The Superlative Group
Third Ranked – Siinc LLC DBA Siinc Agency
Fourth Ranked – Fig Solutions
Group II Naming Rights
First Ranked – Global Spectrum LP DBA Spectra Partnerships
Second Ranked – The Superlative Group
Third Ranked – Siinc LLC DBA Siinc Agency
Fourth Ranked – Fig Solutions
The following are brief bios of the first and second ranked firms based on the information contained in each firm’s proposal.
Global Spectrum LP DBA Spectra Partnerships
Spectra Partnerships is a leader in sales representation, strategic consulting, and analytics for sports and entertainment properties across North America. Their experienced sales team drives revenue for their clients and their properties via the marketing and sale of naming rights, corporate partnerships, advertising, premium seating, and hospitality.
As an industry expert, their Partnership division provides marketing and sales services for municipalities, convention centers, stadiums, arenas and other entertainment venues. They currently support 120 client properties while generating over $70M in sales. They believe that they are uniquely qualified to provide the services requested by the City based on the competitive advantages of Spectra.
Spectra proudly manages the Miami Beach Convention Center, which equips them with both an emotional investment in the community and familiarity of the market and venue; and that as a result, this will expedite the sales cycle. Throughout their management of the Miami Beach Convention Center, Spectra has been providing oversight during the venues’ recent $620 million renovation which is expected to not only improve sales and booking for the convention center, but also impact room nights and tourism in the Miami-Dade area.
The Superlative Group
The Superlative Group are extremely focused on selling naming rights and sponsorships. Their team of sales executives have more than $2 billion worth of experience closing sponsorships, large and small. Their Total Campaign Management includes planning, prospecting, negotiating, contracting and auditing.
Their firm has extensive experience selling Naming Rights, Pouring Rights, Sponsorships, Premium Seating and Licensing for similarly situated entities throughout the United States. In particular, they have experience with southern Florida, which includes previous work with the City of Miami Beach.