Broward County Commission Regular Meeting
Director's Name: Stacy Ritter
Department: Greater Fort Lauderdale Convention and Visitors Bureau
Information
Requested Action
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MOTION TO APPROVE Third Amendment to Contract No. GEN2127506P1_1, Advertising Agency Services with Spark Branding House, Inc., increasing the annual $550,000 not-to-exceed amount for Reimbursable Expenses to $2,550,000 for Fiscal Year 2026 to fund a brand campaign refresh and resulting in an overall increase of the contract not-to-exceed amount to $87,955,220; and authorize the Mayor and Clerk to execute same.
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Why Action is Necessary
In accordance with the Broward County Procurement Code Section 21.47(a), Award and Execution Authority, approval by the Board of County Commissioners (“Board”) is required for contract increases with a value of more than $500,000.
What Action Accomplishes
Provides additional funding for the implementation of a complete brand refresh for the Greater Fort Lauderdale Convention & Visitors Bureau (“Visit Lauderdale”).
Goal Related Icon(s)
☐County Commission
☐Go Green
☐MAP Broward
Previous Action Taken
August 22, 2024, Regular Meeting (Item No. 55)
January 24, 2024, Amendment not requiring Board approval
June 10, 2025, Regular Meeting (Item No. 22)
Summary Explanation/Background
THE GREATER FORT LAUDERDALE CONVENTION & VISITORS BUREAU RECOMMENDS THE APPROVAL OF THIS ITEM.
Contract No. GEN2127506P1_1, Advertising Agency Services with Spark Branding House, Inc. (as amended, “Agreement”), was competitively procured in 2024. Following Board approval on August 22, 2024, the Agreement became effective on August 23, 2024. A First Amendment to the Agreement was executed January 24, 2024, to clarify that research projects constituted a reimbursable expense. The Board approved a Second Amendment to the Agreement on June 10, 2025, whereby the Broward County Transportation Department was added as an authorized using agency - with an annual not-to-exceed amount of $1,250,000. The total not-to-exceed amount for the Agreement is currently $85,955,220 over a five-year term.
After several years of using the “Everyone Under the Sun” brand campaign, Visit Lauderdale is looking to complete a brand refresh to reflect current tourism marketing efforts. This item supports Visit Lauderdale’s marketing plan for Fiscal Year 2026.
If approved, the Third Amendment to the Agreement will increase the amount for Reimbursable Expenses only for Fiscal Year 2026 by $2,000,000 to a not-to-exceed total amount of $2,550,000. This will allow Visit Lauderdale to complete a full brand refresh in partnership with Spark, which includes new photography, videography, collateral, and other marketing resources. These funds will come from the Fiscal Year 2026 budget for Visit Lauderdale. The overall maximum not-to-exceed amount for the Agreement will be revised to $87,955,220 to reflect the increased total amount for Reimbursable Expenses.
The Agreement includes the required services in the existing scope of work and contemplates approval through the Reimbursable Expenses contract process. However, a full brand refresh will necessitate a larger scale of third-party reimbursable expenses. The deliverables created as a result of this amendment will be used in current and future campaigns beyond Fiscal Year 2026 to continue to promote visitation to Broward County.
Source of Additional Information
Stacy Ritter, President/CEO, Greater Fort Lauderdale CVB, 954-765-4466
Fiscal Impact
Fiscal Impact/Cost Summary
$2,000,000 contract increase. No additional funding is being requested; sufficient resources exist within Visit Lauderdale’s Fiscal Year 2026 budget to accommodate the Third Amendment to the Agreement.