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RESOLUTION APPROVING AWARD OF CONTRACT NO. EVN0000351 TO FACTS MARKETING, LLC FOR RETAIL CONCESSIONS MARKETING SERVICES PROGRAM, IN THE AMOUNT OF $10,000,000.00 FOR A FIVE-YEAR TERM FOR MIAMI-DADE AVIATION DEPARTMENT; AND AUTHORIZING THE COUNTY MAYOR OR COUNTY MAYOR�S DESIGNEE TO EXECUTE THE AGREEMENT AND EXERCISE ALL PROVISIONS OF THE CONTRACT, INCLUDING ANY CANCELLATION OR EXTENSIONS, PURSUANT TO SECTION 2-8.1 OF THE COUNTY CODE AND IMPLEMENTING ORDER 3-38

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WHEREAS, , this Board desires to accomplish the purposes outlined in the accompanying memorandum, a copy of which is incorporated herein by reference,

NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF MIAMI-DADE COUNTY, FLORIDA, that:

Section 1. This Board approves the award of Contract No. EVN0000351, in substantially the form attached and made a part hereof, to Facts Marketing, LLC for Retail Concessions Marketing Services Program in the amount of $10,000,000.00 for a five-year term for Miami-Dade Aviation Department.

Section 2. This Board authorizes the County Mayor or County Mayor�s designee to exercise all provisions of the contract, including any cancellation or extensions, pursuant to section 2-8.1 of the Code of Miami-Dade County, Florida and Implementing Order 3-38.

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Date:

To: Honorable Chairman Anthony Rodriguez
and Members, Board of County Commissioners

From: Daniella Levine Cava
Mayor

Subject: Recommendation to Award a Contract for Retail Concessions Marketing Services Program

STAFF RECOMMENDATION
Summary
This item is for the purchase of services for the Miami International Airport (MIA) Retail Concessions Marketing Services Program (Program) for the Miami-Dade Aviation Department (MDAD). This Program is funded by the MIA concessionaires through the concession marketing fee assessed through their lease and concession agreements. The contract provides for concession marketing, advertising, and customer service training for MIA concessionaires. Approval of this contract will allow for the implementation of marketing, advertising, and training plans that will optimize concession sales, continue the development of MIA concession brands, and improve customer service thereby providing a more positive experience to MIA patrons and enhancing the sense of place that MIA strives for.

Given that full funding for this contract originates from MIA concessionaires� contribution of one-half of a percent (0.5%) of their gross revenues toward the Program, concessionaires� involvement with the Program is vital to its success. MDAD will lead a standing committee composed of current concessionaires to review and approve proposed campaigns and initiatives. MDAD will issue task orders to the awarded vendor for approved scopes of work, ensuring all activities are thoroughly vetted, documented, and conducted with full transparency. Consultant will be compensated strictly for required, approved services on an as needed basis via the task orders. The balance of the allocation required for this contract is strictly limited to cover costs associated with the Program in direct support of concessionaires, including: new branding, video and photography production, seasonal and other passenger engagement campaigns aligned with high profile events (Orange Bowl, World Cup), promotional items, and other supporting agreements such the MIA2Go app with its related hardware components to support program operations,

Recommendation
It is recommended that the Board of County Commissioners (Board) approve a competitive contract award, Contract No. EVN0000351, Retail Concessions Marketing Services Program, to Facts Marketing, LLC in an amount not to exceed $10,000,000 for a five-year term for MDAD.

Background
A Request for Qualifications was issued under full and open competition on March 13, 2024. On the closing date of April 19, 2024, the County received eight proposals, all from local firms. Upon review of the proposals received, the County identified potential responsiveness issues for six proposers, and a legal review was requested from the County Attorney�s Office (CAO). The CAO opined on June 13, 2024 that CuCo Company America was non-responsive as they failed to submit the price schedule and a proposer information packet. Evaluation of proposals was completed in July 2024. Negotiations commenced in November 2024 and concluded in December 2024. The final negotiated agreement was approved for legal sufficiency by the CAO in April 2025. A copy of the Coordinator�s Report is attached.

The contract provides for the implementation of a comprehensive marketing program consisting of a customer service training program for concessionaires and their employees, a digital directory and brochure program to provide airport patrons with information about concession locations and current campaigns and events, and marketing strategies and plans to build brand awareness of MIA concessions as a destination, where travelers will want to patronize. The awarded vendor�s responsibilities include providing an annual marketing plan, leveraging existing platforms and assets to increase sales, maintaining and integrating new concessionaires into the MIA app, enhancing and maintaining the MIA shopping website, developing collaborative campaigns with concessionaires, managing social media content, coordinating seasonal sales events and implementing a Secret Shopper Program. Services under this contract will be provided through work orders billed at the negotiated hourly rates.

Scope
MIA is located within District 6, which is represented by Commissioner Natalie Milian Orbis; however, the impact of this item is countywide in nature

Fiscal Impact/Funding Source
This contract will be funded by the MIA concessionaires through the concession marketing fee assessed through their lease and concession agreements, which is assessed at a rate of one half of one percent (0.5%) of concessionaires� gross revenues. The award amount for this contract is based on MDAD�s projected marketing fee collections over the next five years; however, the final total compensation will depend on the actual fees collected and will not exceed a maximum amount of $10,000,000.

Department Allocation Funding Source Contract Manager
MDAD $10,000,000 Proprietary Revenue Sylvia Novela
Total $10,000,000

Track Record/Monitor
Marie Williams of the Strategic Procurement Department (SPD) is the Procurement Contracting Manager.

Delegated Authority
If this item is approved, the County Mayor or County Mayor�s designee will have the authority to execute the agreement and exercise all provisions of the contract, including any cancellation or extensions, pursuant to Section 2-8.1 of the County Code and Implementing Order 3-38.

Vendor Recommended for Award
Vendor Principal Address Local Address Number of Employee Residents Principal
1) Miami-Dade
2) Percentage*
Facts Marketing, LLC 1068 SW 143rd Court Miami, FL Same 3 Leonor Fernandez
75%
*Provided pursuant to Resolution No. R-1011-15. Percentage of employee residents is the percentage of vendor�s employees who reside in Miami-Dade County as compared to the vendor�s total workforce.

Vendors Not Recommended for Award
Vendor Local Address Reason for Not Recommending
Agencia Central, LLC Yes Evaluation Scores/Ranking
CCOM Group, Inc. Yes
Glue IQ, LLC Yes
Planta, LLC Yes
SpiderBoost Intl, LLC Yes
The Weinbach Group, Inc. Yes
CuCo Company America Yes Deemed non-responsive by the CAO (opinion attached)

Due Diligence
Pursuant to Resolution No. R-187-12, due diligence was conducted in accordance with SPD�s Procurement Guidelines to determine vendor responsibility, including verifying corporate status and that there are no performance and compliance issues through various vendor responsibility lists and a keyword internet search. The lists that were referenced included convicted vendors, debarred vendors, delinquent contractors, suspended vendors, and federal excluded parties. There were no adverse findings relating to vendor responsibility.

Applicability of Ordinances and Contract Measures
� The User Access Program did not apply.
� The Small Business Enterprise Selection Factor and Local Preference applied where permitted by funding source.
� The Living Wage Ordinance does not apply.


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__________________
Jimmy Morales
Chief Operating Officer