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Home My WebLink AboutR-85-0397RI a J-85=353 4/9/85 6 RESOLUTION NO. 85-397. 0 A RESOLUTION AUTHORIZING THE CITY MANAGER TO PREPARE AND ISSUE A REQUEST FOR PROPOSALS FOR MARKETING AND PROMOTIONAL SERVICES FOR PHASE I OF THE SOUTHEAST OVERTOWN/PARK WEST REDEVELOP- MENT PROJECT; ALLOCATING AN AMOUNT THEREFORE NOT TO EXCEED $60,000 FROM FY 1984-85 SOUTHEAST OVERTOWN/PARK WEST REDEVELOPMENT PROJECT BUDGETED FUNDS WHEREAS, THE City Commission approved in principle the Southeast Overtown/Park West Community Redevelopment Plan (Resolution No. 82-755); and WHEREAS, private development proposals for Phase I of the Southeast Overtown/Park West Redevelopment Project have been reviewed and recommended to the City Commission; and WHEREAS, these recommended private development proposals call for a substantial amount of housing units to be created during the next six to eight years within the project area; and WHEREAS, the successful implementation of Phase I proposals is dependent upon the creation of strong interest in renting and purchasing of Phase I housing through the promotion of downtown Miami and the project area as a desirable place to live; and WHEREAS, the pace at which development will occur within the Southeast Overtown/Park West Redevelopment Project Area beyond Phase I is also highly dependent upon the effective promotion of this area as a desired development location; NOW, THEREFORE, BE IT RESOLVED BY THE COMMISSION OF THE CITY OF MIAMI, FLORIDA: Section 1. The City Commission hereby authorizes the City Manager to prepare and issue a Request For Proposals for the provision of marketing and promotional services to aid in the CITY COMMQISSION MEEO zH: ^ OF APR 11 t3U.:;.v .. 8 .4: Z implementation of Phase I of the Southeast Overtown/Park West i Project Area and to assist with the promotion of the entire pro- t ject area as a desired development location, with the fee for such services not to exceed $60,0001 which is hereby allocated from the FY 1984-85 Southeast Overtown/Park West Redevelopment Project budgeted funds. PASSED AND ADOPTED this llth day of April , 1985. ATTEST: l� LPH G. ONGIE TY CLERK PREPARED AND APPROVED BY: /r ROBERT N. SE ASSISTANT CITY ATTORNEY -2- MAURICE A. FERRE MAURICE A. FERRE, MAYOR APPROVED AS-100 XORM AND OORPMIX SS: LOCIA A. DOUG CITY ATTORNEY S5-,9'7.. city Oi` MIAMI, PLORIDA iNTEN- OFFICE MEMi' NANDUM to. Randolph B. Rosencrante City Manager room Herbert J. Bailey Assistant City Manager S.E. Overtown/Park Wes Redevelopment Projec DATE. March 25, 1985 htt: sus,EcT: Authorization for Marketing Services RFP city commission Agenda W�L April 11, 1985 V hEFEhENGEi: ENc�osuNEs: (1 It is recommended that the City Commission approve the attached resolution authorizing the City Manager to issue a Request For Proaosals for marketing and promotional serv- ices for the Southeast Overtown/Park West Redevelopment Project at a fee not to exceed $60,000; funding for this activity has been included in the FY 1984-85 budget. At this point in the implementation of the Southeast Overtown/ Park West Redevelopment Project, it is crucial that interest in Downtown Miami as a place to live be created among the metro- politan area housing consumers. This is needed to insure that the proposed projects will capture a sufficient share of the Dade County apartment and condominium market to be successful. At the same time, it is important to now create interest for private development actions in our project beyond the Phase I Redevelopment Area. By encouraging private redevelopment initiatives outside the Phase I area, it may be possible to minimize costly front-end public land assembly in future phases. We are recommending that the following types of services be included in the marketing proposal: I. Assistance in evaluating behavioral research information on target market segments, selling themes and housing amenity desires for a marketing campaign for Phase I development. 2. Assistance in creating and implementing a media campaign to build interest in living in downtown Miami, generally, and in the Phase I residential development, specifically. 85-39'7� 9VVV"nV9w8+ 1C!Jt!FJUU K(ebWOL%;11 A-W --- i 5 Randolph B. Rosencrantz -2- March 25, 1985 3. Assistance in carrying out a sales/rental effort for hous= ing units to be developed in Phase I, working conjunction with the individual Phase I developers. The recommended developers have requested that the City provide this assistance. 4. Assistance in promotion of privately -initiated redevelop- ment of the Southeast Overtown/Park West Project Area beyond Phase I as a desired development location. The City lacks the specialized staff to undertake the tasks outlined above, which constitute an aggressive and ambitious marketing campaign. All major successfully implemented real estate developments in Dade County have relied upon this level of professional marketing support. There is a special challenge involved in appealing to the j multi -ethnic population of Miami. Also, there is an image i problem that needs to be dealt with. The Hammer, Siler, George Associates study, which determined that the Phase I redevelop- ment could attract a sufficient share of housing consumers, predicated this determination on the need to change the image and perceptions of the area through the marketing effort proposed. The assistance proposed will require a fee not to exceed $60v000. Provisions were made in the FY 1984-85 Southeast Overtown/Park West operating budget for this activity. 85 k= •.rsen�w n-F[+.._-TTr.T.n.ri nro 1 ti.+ nv.nn v....r. ..... ... ..... _ . .. ..