Broward County Commission Regular Meeting
Director's Name: George Tablack
Department: Finance and Administrative Services Division: Purchasing
Information
Requested Action
title
MOTION TO APPROVE Agreement between Broward County and Spark Branding House, Inc., for Advertising Agency Services, Request for Proposals (RFP) No. GEN2127506P1, for the Greater Fort Lauderdale Convention & Visitors Bureau and other County agencies, in the initial three-year estimated amount of $47,885,340, which includes $4,860,000 for monthly fee services; $1,650,000 for reimbursable expenses, $9,425,340 for optional services, and $31,950,000 for media buys, and authorize the Director of Purchasing to renew the Agreement for two one-year periods, for a five-year potential estimated amount of $79,705,220, and authorize the Mayor and Clerk to execute the same.
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Why Action is Necessary
In accordance with Broward County Procurement Code Section 21.47(a), Award and Execution Authority, the Board shall make all awards, and authorize the execution of the associated contracts, with a value of more than $500,000, inclusive of the value of any renewals or extensions.
What Action Accomplishes
Provides advertising agency services.
Goal Related Icon(s)
☐County Commission
☐Go Green
☐MAP Broward
Previous Action Taken
None.
Summary Explanation/Background
THE PURCHASING DIVISION AND THE GREATER FORT LAUDERDALE CONVENTION & VISITORS BUREAU RECOMMEND APPROVAL OF THE ABOVE MOTIONS.
The Office of Economic and Small Business Development (OESBD) established a County Business Enterprise (CBE) participation goal of 15% for this project based on its review of the products and services requested and availability of CBE firms to perform the services. Spark Branding House, Inc. has committed to 15% CBE participation, which has been reviewed and approved by OESBD (Exhibit 2).
Section 1-81.3(a) of the Code of Ordinances provides for the setting of a CBE goal of at least 25% unless the Board or County Administrator (under limited circumstances) approves a different goal or no goal based upon a written determination by the Director of the Office of Economic and Small Business Development (OESBD). The Board’s approval of this item will result in a CBE goal of less than 25% being set for the applicable agreement consistent with the written determination provided by the Director of OESBD (Exhibit 3).
The purpose of this agreement is to provide creative brand development services, production services, media planning, including buying and designing strategic marketing campaigns for the Greater Fort Lauderdale Convention & Visitors Bureau, as well as project-specific services for the Aviation Department, the Port Everglades Department, and the Cultural Division (Exhibit 1).
The RFP was advertised on February 14, 2024, and, at the time of the submittal deadline on March 22, 2024, 19 firms submitted proposals: Adams & Knight, Inc.; Aqua Marketing & Communications, Inc.; Avoq, LLC/Kivvit, LLC; CCOM Group, Inc.; Connelly Partners, LLC; Envisionit Media, Inc.; Gestalt Brand Lab, LLC dba Gestalt; GoSeeTell Network, Inc. dba Sparkloft Media; Hoffman/Lewis, Inc. dba H&L Partners; Miles Partnership, LLLP; ModOp, LLC; Orange142, LLC; Paradise Advertising & Marketing, Inc.; RIESTER Sonoran, LLC; SPARK Branding House, Inc. dba SPARK; Starmark International, Inc.; VivianOlodun, LLC dba Flourish Media; WeUsThem, Inc.; and Yes We Are Mad, LLC dba Mad Studios.
On April 30, 2024, an Initial Evaluation Committee (EC) meeting was held. The EC evaluated the proposals and determined that 17 out of the 19 firms were responsive and responsible to the RFP requirements. Two firms, Gestalt Brand Lab, LLC dba Gestalt, and WeUsThem, Inc., did not proceed to final evaluation.
In accordance with Broward County Procurement Code Section 21.42, Procedures for RFPs, RLIs, and RFQs, the Evaluation Committee may (1) shortlist vendors and then score or rank only the shortlisted vendors; or (2) score and/or rank all responses. During the Initial EC meeting, the EC passed a motion to shortlist seven firms: Adams & Knight, Inc.; Hoffman/Lewis, Inc. dba H&L Partners; Miles Partnership, LLLP; Orange142, LLC; Paradise Advertising & Marketing, Inc.; SPARK Branding House, Inc. dba SPARK; and Starmark International, Inc.
On May 28, 2024, a Final EC meeting was held. After presentations, evaluation, scoring and ranking, the EC named Spark Branding House, Inc., as the first-ranked firm.
The EC’s proposed recommendation of ranking was posted on the Purchasing Division website from June 3 - 6, 2024, which provided an opportunity for any proposer or interested party to present any new or additional information regarding the responsibility of the proposers. There was no additional information submitted within this timeframe.
The EC’s final recommendation of ranking was posted on the Purchasing Division website from June 7 - 13, 2024, which provided an opportunity for any aggrieved proposer to file a formal protest. No formal protest was received.
On June 14, 2024, in accordance with Broward County Procurement Code Section 21.42(k), Procedures for RFPs, RLIs, and RFQs, the ranking of the qualified firms became final, and staff proceeded with negotiations.
Three negotiation meetings were held - June 28, July 8, and July 15, 2024 - to negotiate the Agreement with Spark Branding House, Inc. These meetings were attended by representatives from Spark Branding House, Inc., the Greater Fort Lauderdale Convention & Visitors Bureau, the County Attorney’s Office, and the Purchasing Division.
Additional supporting documentation provided to the EC regarding this procurement can be found on the Broward County Purchasing Division website at <https://www.broward.org/Purchasing/Pages/Repository.aspx>.
The initial term of the agreement will be effective upon date of execution and will terminate three years from that date.
Source of Additional Information
Robert E. Gleason, Director, Purchasing Division, (954) 357-6070
Fiscal Impact
Fiscal Impact/Cost Summary
This open-end contract is in the annual amount of $13,354,960 allocated from Tourist Development Tax and $2,632,740 allocated from County funding. The funds estimated for the current Fiscal Year are included in the current Fiscal Year budget.
Requisition No. CVB0001588