Candido Sosa-Cruz, Deputy City Manager

Paulette Murphy, Director of Parks & R.E.C.

Parks and Recreation Departments throughout the state and country are providing and expanding their city sponsored special events to meet expectations of residents and the community.   In order to help defray rising costs, cities have become more marketing-minded and turned to corporate sponsorships.  Corporate sponsorships are attractive because they raise revenue to enhance, expand and sustain recreation programs, facilities and special events for the benefit of the community. Sponsors are typically seeking public recognition, publicity and advertising opportunities in exchange for cash or in-kind support like products or services.

The City’s Park & REC Department is responsible for planning, organizing and conducting 14 special events during the year to include:  Heart Health Walk, Love In, Bike 305, Youth Symposium, Jazz Fest, Mother’s Day Breakfast, National Day of Prayer, Memorial Day, Book Bag Give Away, Monster Mash Bash, Veterans Day, Tree Lighting Ceremony, Menorah Lighting Ceremony, and Snow Fest.  These events are budgeted at $96,750.00 and are paid for from the General Fund.  The General Fund also pays for senior luncheons and multi-cultural activities.

In discussion with the Director of Parks & REC Department the City has never had a formal corporate sponsorship program in place.  Staff has sought donations without any expertise or long term game plan.  This is common throughout municipalities, City Staff is not experienced in developing sponsorship programs and implementing marketing strategies.  In the past three years, Staff has been able to secure cash sponsorships for single events; however securing funding for single events is extremely time consuming and is not an efficient long term strategy.

As the City continues to grow with revitalized and economic development efforts, events in the Littman Theater, amphitheater and all of the community centers, will increase and our residents will request and desire additional programming.  Establishing a sustainable and lasting corporate sponsorship program will ensure we are able to deliver professional, meaningful, high-quality events and programming for all to enjoy for many years to come.

Florida Municipal Marketing, LLC was contracted by the City for 90 days to evaluate the City’s practices as they relate to corporate sponsorships and identify sponsorship opportunities.  Managing member, Robert Walker, evaluated the Parks and REC Department’s existing marketing strategies, current practices, defined parameters of sponsorship programs, and attended staff meetings to gain institutional knowledge.  Additionally, Mr. Walker evaluated the sponsorship programs for the Hearth Health Walk and Bike305 and created a target list of potential sponsors for the 90^th Anniversary event.  Florida Municipal Marketing, LLC services exceeded our expectations, Mr. Walker’s extensive knowledge of corporate sponsorships along with his methodical and in-depth review of the City’s current practices and his recommendations for sponsorships and advertising opportunities led to our decision to bring this agreement forward to Mayor and Council for approval.      

The Administration recommends approval of Resolution R2015-98, Professional Services Agreement with Florida Municipal Marketing, LLC for corporate sponsorship/advertising consulting services. The managing member of Florida Municipal Marketing, LLC, Robert Walker, has extensive experience in corporate sponsorship programs and increased revenues for the City of Hialeah and Doral Parks and Recreation Departments through corporate sponsorships.  

If approved, the consultant shall perform the following services:  Sponsorships/Corporate Partnerships, Marketing, Vending Contracts, Fundraising, Advertising, Special Events, Publicity and Media Relations and additional services covered in the agreement.    

Florida Municipal Marketing, LLC will be compensated at a rate of $6,250.00 per quarter for consulting services, $300.00 per month for travel expenses, and sales performance incentives to include twenty percent (20%) of sales for transit bus advertising and agreed upon naming rights partnership program sales proceeds and additional incentives based upon the scale provided in the Scope of Services (Exhibit A).