In 2015, the Administration identified the creation of an official City of Miami Beach store as a possible avenue to generate additional revenue, while also supporting ongoing efforts to build and maintain the city’s brand. To that end, the city began seeking a promotional items distribution company to manufacture (or have manufactured through a third-party), market, promote, sell and distribute city promotional items and souvenirs through an online store to be branded exclusively for city purposes.
Based on the feedback and discussions from professionals in licensing and tourism it is believed that starting an online store, prior to placing merchandise in stores, may not be successful. As such, the administration recommended doing an overall analysis of our current licensed marks as well as what inventory could be licensed and work directly with manufacturers through non-exclusive license agreements to place official Miami Beach merchandise in stores.
The city entered into an agreement with Beanstalk, an internationally top ranked global licensing agency, to create a strategic licensing and merchandising program to enhance the consumer perceptions of Miami Beach as a lifestyle brand and continue to grow tourism to our destination. In addition, this program will generate external partner revenue streams with a positive return on investment.
The partnership with Beanstalk included a thorough analysis of the current marks and logos of the City of Miami Beach. During this discussion it was determined that what we are currently using as a city logo is not a logo, but merely a word mark. To create a successful licensing and merchandising program, and continue to promote the City as a global tourist destination, Beanstalk and the Marketing and Communications staff began working on the creation of a new logo.
While considering this new design we asked Beanstalk to present various options ranging from designs that were somewhat close to our current mark to designs that pushed the envelope.
After several months reviewing various logos, the Communications team narrowed the search down to three options that were presented at the December 14th Commission meeting. Per Commission direction, the Communications team consulted with the Arts In Public Places committee and conducted an online survey asking the public for their feedback on the three finalists. Additionally, the team consulted with the Miami Beach Visitor and Convention Authority and the City’s trademark attorney.
After extensive discussions, it was determined that the needs for the merchandising and licensing logo differ from the needs of the City’s municipal logo. Therefore, our recommendation is that we proceed with two separate logos. We ask to continue fine-tuning the existing Miami Beach logo for municipal use, while simultaneously continuing our work with Beanstalk to create a unique and protectable logo that captures the essence of Miami Beach at retail.
The incorporation of the new municipal logo will be tiered to ensure the least expenses to the City. The immediate changes would include electronic letterheads, memorandums, and all other electronic files, social media, website, and all other digital items where it can be immediate replaced. The next steps would include all future printing of signage, business cards, flyers, postcards and other printed materials. Beyond that the change would be incorporated on vehicles and all other items where the logo would need to be replaced.
Upon final selection of the new merchandising and licensing logo, Beanstalk will then begin working on a comprehensive style guide and sales materials, which will then lead to the official start of the licensing and merchandising program for the City. Possible partnerships discussed include apparel and accessories, home décor, textiles, publishing, consumer electronic accessories, beach gear and accessories, souvenir and novelty products.