HomeMy WebLinkAboutR-2018-043 Appropriation of funds for the Rebranding Initiative from the General Fund Unrestricted Reserves in an amount not to exceed $500,000.00 RESOLUTION NO. 2018-043
A RESOLUTION OF THE CITY COMMISSION OF THE CITY OF DANIA
BEACH, FLORIDA PROVIDING FOR APPROPRIATION OF FUNDS FOR
THE REBRANDING INITIATIVE FROM THE GENERAL FUND
UNRESTRICTED RESERVES IN AN AMOUNT NOT TO EXCEED FIVE
HUNDRED THOUSAND DOLLARS ($500,000.00) AND AUTHORIZING
THE CITY MANAGER TO TAKE ALL NECESSARY STEPS TO
IMPLEMENT THE REBRANDING INITIATIVE; PROVIDING FOR
CONFLICTS; FURTHER, PROVIDING FOR AN EFFECTIVE DATE.
WHEREAS, the City utilized the volunteer services of Redline Media Group to evaluate
the current City logo and image and to make recommendations for any updating; and
WHEREAS, Redline Media Group conducted several focus groups of community
stakeholders to discuss the current image and logo and new branding and logo concepts; and
WHEREAS,the feedback from the focus groups was largely positive, suggesting that the
City should work toward enhancing its image as a destination; and
WHEREAS, at the November 14, 2017 City Commission meeting, Redline Media Group
presented the City with new logo and slogan designs which reflected the comments and concerns
raised by the focus group participants; and
WHEREAS, the City Commission approved a new logo and slogan at the November 14,
2017 City Commission meeting; and
WHEREAS, at the January 9, 2018 CRA Board meeting, the CRA Board, which also
acts as the City Commission, requested that the CRA assume responsibility for the rebranding
initiative; and
WHEREAS, on February 26, 2018, the CRA Board conducted a workshop to discuss the
rebranding concepts, implementation plan and budget; and
WHEREAS, at the February 26, 2018 CRA Board workshop, the CRA Board discussed
a desire to promptly implement the rebranding initiative and agreed by consensus that if needed,
funding for the rebranding initiative may be allocated from the City's unrestricted reserves in an
amount not to exceed Five Hundred Thousand Dollars ($500,000.00); and
WHEREAS, at the February 27, 2018 City Commission meeting, the City Commission
adopted Resolution No. 2018-031, approving a new logo, seal, tagline, brand statement, brand
standards and rebranding plan;
NOW, THEREFORE, BE IT RESOLVED BY THE CITY COMMISSION OF THE
CITY OF DANIA BEACH, FLORIDA:
Section 1. That the foregoing "WHEREAS" clauses are ratified and confirmed as
being true and correct, and they are made a part of and incorporated into this Resolution by this
reference.
Section 2. That the City Commission authorizes funding for the rebranding initiative
from the General Fund Unrestricted Reserves to the General Fund Promotional Activities
Branding Initiative Account No. 001-18-00-519-48-14 in an amount not to exceed Five Hundred
Thousand Dollars ($500,000.00) and authorizes the City Manager to take all necessary steps to
implement the branding initiative.
Section 3. That the City Commission further authorizes unexpended appropriations
of General Fund Promotional Activities Branding Initiative Account No. 001-18-00-519-48-14
to be committed for that specific use in the Fiscal Year 2017-2018 and shall be carried over and
added to the approved General Fund budget each fiscal year until such time as funds are fully
expended or authorized to be released by the City Commission.
Section 4. That all resolutions or parts of resolutions in conflict with this Resolution
are repealed to the extent of such conflict.
Section 5. That this Resolution shall become effective immediately upon its passage
and adoption.
PASSED AND ADOPTED on March 27, 2018.
ATTEST: ,5
LOUISE STILSON, CMC 1 1 TAMARA JAME
CITY CLERK MAYOR
APPROVED A TO FORM AND CORRECTNESS:
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THOMA J. A SBRO
CITY ATTO EY
2 RESOLUTION#2018-043