On January 11, 2017, the Mayor and City Commission adopted Resolution No. 2017-29699, accepting the recommendation of the Finance and Citywide Projects Committee and authorizing the Administration to issue Request for Proposals No. 2017-081-WG for City Municipal Parking Garage Advertising Services (the “RFP”).

On March 14, 2017 the City received proposals from City Media and Lambda Lambda Sigma LLC D/B/A Alchemy Media.  The proposal submitted by City Media offered to install advertising within the parking garages not visible from the right-of-way (interior), yielding approximately $100,200 annually.  Alchemy Media submitted a proposal for: 1) advertising that is not visible from the right-of-way (interior); and, 2) advertising that is visible from the right-of-way (exterior). The revenue proposal submitted by Alchemy Media with its RFP response proposed $225,000 annually, and included free advertising for the City at other Alchemy Media markets outside of Miami Beach (referred to as media bank), valued by Alchemy Media at $30,000.

On April 26, 2017, the Mayor and City Commission adopted Resolution No. 2017-29835, approving the award of the RFP to Alchemy Media, as the top ranked proposer for Group II for interior advertising and advertising visible from the right of way; and authorizing the Administration to negotiate an agreement, subject to advance approval of the Mayor and City Commission, the proceeds of which will be utilized for public school enhancements for the City’s public schools.

The City and Alchemy Miami Beach LLC ("Alchemy") a wholly owned subsidiary of Alchemy Media have negotiated the following Agreement granting Alchemy, at its sole cost and expense, the right to implement, manage and operate advertising services in nine (9) municipal garages (the “City Garages”) throughout the City (the “Program”).

Alchemy is proposing a minimum annual guarantee of $250,000, to be paid in monthly installments of $20,833. The proposed revenue is based on the types, quantities and sizes of advertising formats proposed in Attachment “A” (the "Media Plan"). Space for the City's Public Service Announcements are no longer included as part of the offer by Alchemy.

Attachment A includes Alchemy’s proposal for both types of advertising proposed: 1) advertising that is not visible from the right-of-way (interior); and, 2) advertising that is visible from the right-of-way (exterior). The size, quantities and square footage of signage proposed in Attachment A are as follows:  

Negotiations resulted in the removal of elevator door advertising to allow for City sponsored public service announcements.  Additionally, the size, quantities and square footage of signage proposed in Attachment A above vary as follows from the originally proposed and reviewed at the April 26, 2017 Commission Meeting:

• Type C Sign increased from 8' X 12' to 8' X 16' but decreased in quantity from 38 to 25 each
• 20 each Type C-2 Sign 3' X 8' were added to wrap parking garage columns (PG No.5)
• Type F Sign 2' X3' decreased in quantity from 118 to 57 each
• 54 each Type F-2 Sign 2.5' X 3.5' were added for inside elevator car advertising
• Type H Sign increased from 32 to 34 each

* The advertisements on the "G" type signs may be presented in the form of rotating static images or video advertisements.

Alchemy agrees that it shall not place any advertisement for any of the following categories: 

1.         Advertisement of information which promotes unlawful or illegal goods, services or activities;

2.         Advertisement of tobacco or tobacco products;

3.         Advertisement of firearms;

4.         Advertisement of sexual services, programs or products;

5.         Advertisement of any non-alcoholic beverage brands which are in direct competition with Coca-Cola for the duration of that certain exclusive non-alcoholic beverage agreement with Coca-Cola North America, a division of the Coca-Cola Company, dated March 14, 2012;

6.         Advertisement relating to medical marijuana;

7.         Advertising for alcoholic beverages shall be permitted, except within 250 feet of any school, day care or house of worship; and

Advertising, including the size, location and content shall be subject to approval by the City in its proprietary capacity.  Notwithstanding any proprietary approvals by the City, Alchemy shall also be required to secure any regulatory approvals, and all advertising shall be subject to, and comply with applicable laws, codes, State, Miami-Dade County and City ordinances and regulations, as may be amended from time to time.