Miami Beach is closer to officially being a brand name.
Commissioners this week approved the general terms of a deal to lend the city’s name to an official sunscreen line, complete with a Miami Beach fragrance. The agreement is still subject to a final approval by the city and company involved.
City Attorney Jose Smith said a deal could be finalized as soon as Monday.
Renderings presented in city documents show the product line would be called “MB Miami Beach.”
“Obviously South Beach is an internationally-known brand, and so is Miami Beach, but one of the compelling reasons for this is we get to strengthen the Miami Beach brand,” said Max Sklar, the Beach’s Tourism , Culture and Economic Development director. “We want to continue to build and reinforce it.”
Miami Beach is negotiating the agreement with Destination Brands, a company owned by Benjamin León III of the Leon Medical Centers. He did not return calls and an email for comment. Daytona-based Product Quest Manufacturing would produce the line.
The product line is expected to be available in 2014 and includes an array of creams made with “salt water, sea form, sea kelp, sand and other high-quality products and sea elements representing the Miami Beach brand,” according to a city memo. The product line includes sunscreens of various SPF protection, pre- and post-sun creams and sunless tanners in a “MB Beach fragrance.”
The deal will likely span five years with options to renew. Miami Beach would receive between nine and three percent of the net sales, depending on total sales. Up to one percent of the proceeds would go toward beach clean ups and sun protection education, and the city lifeguards would get at least 500 units of sunscreen annually.
The city is also negotiating with Boucher Brothers, which already provides beachside concessions, to carry the sunscreen at its stands.
No word on how much the products would sell for.
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