OLD BUSINESS  3.

COMMITTEE MEMORANDUM

HISTORY:

A key component of the North Beach Master Plan was to transform the Normandy Isles fountain area into a vibrant, pedestrian-oriented commercial district. The Master Plan recommends that the fountain transition from the previous automobile-centric layout to better accommodate pedestrian activity and connectivity around the corridor. 

Within this recommendation, the Master Plan highlighted transforming Rue Vendome into a pedestrian street to create a larger plaza connecting to the Normandy Fountain. The City Commission approved this recommendation during the March 1, 2017 Commission meeting and the Administration moved to close this street and reimagine the space used for on-street parking. 

The City permanently closed off Rue Vendome on Friday, March 31, 2018. Staff further contracted with the urban design firm, Street Plans, to create an art deco sunburst mural which is currently painted on Rue Vendome. Additionally, staff worked with Greenspace Management to enhance the plaza by block the sides of the street with planters and installed bistro lights throughout the plaza to increase visibility and activity. This activation was completed on April 7, 2018 with a celebration on the regularly scheduled First Friday music night that includes food trucks and family music entertainment. Likewise, the regularly scheduled Farmer’s Market was activated on Saturday mornings with a diverse group of products, florals and other small commercial items.

During the Finance and Citywide Projects Committee (“FCWPC”) on June 29, 2018 the Committee expressed concern that Rue Vendome needed additional activities during the week and weekend. Accordingly, the Committee directed Staff to explore and create an activation plan for Rue Vendome that included programming of events that would encourage and attract community and neighborhood engagement and to explore the creation of a user friendly, and easy to activate special events permit to allow such additional activation in Rue Vendome in the short term. Staff was asked to return with viable ideas and a draft budget for a short-term activation. 

At the July 2, 2018 Commission meeting, rather than add to the agenda a discussion item on Rue Vendome activation as requested by Commissioner Rosen Gonzalez, the item was referred to the July 25, 2018 Commission meeting.

This item was further discussed at the Finance and Citywide Projects Committee meeting on July 27, 2018. The Committee directed the Administration to research outside consulting agencies that could support the programming, marketing, and branding of Normandy Isle. This agency would leverage the current City-wide programs that occur on Rue Vendome.

Acceptance of the recommendation to solicit proposals for Rue Vendome programming is on the September 12, 2018 Commission agenda for consideration.

ANALYSIS:

Staff has been working on a short-term activation for Rue Vendome that would allow for weekly and daily programming in the plaza. The goal of these programs is to increase visibility of the local businesses in Normandy Isle and to create a place for North Beach residents to gather and engage with one another, supporting the idea of placemaking in this corridor. This has included creating a temporary pop-up park to encourage people to relax, sit and play in the plaza throughout the week. Additionally, beginning August 27th, NoBe Yoga began offering free yoga and meditation classes every Tuesday and Thursday evening.

Although acceptance of the recommendation to solicit proposals for Rue Vendome programming is on the September 12, 2018 Commission agenda for consideration, in response to the Committee direction to bring ideas to the September 14 meeting, staff began researching various agencies in Miami-Dade County that could provide the desired programming and branding for Rue Vendome. As directed by the Committee, the desire is to have an entity to create site-specific programming and a local marketing plan to help lift up North Beach and attract new patrons to the area. In addition, the entity would work with the local businesses surrounding Rue Vendome to strengthen their brand and internal operations. 

Staff reached out to three agencies in the community:

Prism Creative Group: A local branding and marketing firm that specializes in creative placemaking and site-specific programming. Prism Group has been retained by various municipalities and agencies such as the Miami Downtown Development Authority to activate underused public spaces. They specialize in strengthening small business growth and elevating the unique narrative of a particular neighborhood. This firm has expressed interest with working with the City of Miami Beach and has submitted an overview of proposed activites which is attached herein as Exhibit A.

Super Market Creative: A local creative studio and experiential event production company, this firm specializes in branding and design of place. They work directly with businesses and creatives to expand their audience and customer base through innovative strategies. Their clients range from Citi Bike Miami to the Eden Roc Miami Beach Hotel. Super Market Creative has expressed interest in collaborating with the City on this project, and is currently working on an overview of potential ideas for the purpose of programming Rue Vendome. 

Wow MKTG: A multidimensional marketing agency that helps to create better user and customer experience through intentional development of events, campaigns and strategies. They have worked with a wide range of clients from The Children's Trust, Univision, and Adrienne Arsht Center. This agency has not responded to Staff's inquiry. 

Based on the initial responses from both Prism Creative Group and Super Market Creative,  the firms have put forward contemplated ideas for a fee of $25,000 for 3 months. Therefore, it is estimated that the annual expenditure for these services would be approximately $100,000.

Procurement has advised that the pathway to securing these services involves securing a budget and then pursuing one of 2 options for implementation:

1. Authorize the issuance of an RFP.

Either option may include a 3 month pilot if there is a will to test out the services and selected firm.

CONCLUSION:
The Administration seeks direction from the Committee as to which method of procurement to pursue and direction on a potential budget request to fund this initiative.