021-2010 LGBT promotion efforts in NYC for NY Pridem MIAMIBEACH
OFFICE OF THE CITY MANAGER ~ ~,~ k ~ 1
TO: Mayor Matti Herrera Bower and Members of th_e City Comr~issipr~..,
FROM: Jorge M. Gonzalez, City Manage
DATE: June 2, 2010
SUBJECT: LGBT promotion efforts in NYC for NY P
MEMORANDUM
//021-2010
This memorandum is intended to provide you with an update on the current status of the City's Miami
Beach 25/7 marketing initiative, called "Miami Beach 25R." As some of you know, the City has previously
executed various marketing initiatives around key events like Super Bowl, South Beach Wine and Food
Festival, Art Basel Miami Beach, July 4th, as well as promoting Miami Beach in the key New York market.
The previous New York Initiative targeted cultural tourism athigh-visibility events in Central Park, as well
as LGBT efforts on Fire Island.
Recently, the City once again engaged in LGBT marketing through our sponsorship of the Miami Beach
Pride Parade. The focus of the initiative was to promote the City's diversity and support of LGBT efforts.
The City's participation included a "Parade Street Team" in branded T-Shirts and carnival costumes that
handed out CMB-branded promotional materials, and included local celebrity diva Elaine Lancaster riding
in the City's 25/7-branded convertible antique car. Additionally, a City booth was staffed at the post-parade
Expo where, in addition to distributing branded promotional items and information, participants were able
to sign up for a raffle for two (2) to attend the NYC Gay Pride Dance & NYC Rapture, including roundtrip
airfare. Branded premiums included website info and a barcode for cell phone scanning to a hotlink to the
City's 25/7 website where participants were able to upload photos onto Facebook to win a Shore Club Spa
Stay. Miami Beach Pride provided the City with a full page ad in the Program Guide.
Similarly, the City is a sponsor of NYC Gay Pride Parade 2010, which will be held on June 27, 2010. The
City's Bronze Sponsorship of the event entitles us to be recognized with logo placement in a variety of
promotional materials, including on nycpride.org with a link to the City's 25/7 website. The City will also
have ahalf-page ad in the Pride Guide with an estimated distribution of 100,000 copies, verbal recognition
at all on-site events, name listing on the back of 3,000 official NYC Pride event volunteer t-shirts, one
tented booth at PrideFest with representatives on-site to promote the brand (our City) and distribute
promotional items. Additionally, the City will once again have a Parade team, and legendary drag diva Miss
Elaine Lancaster will again be participating.
We extended an invitation to members of the Mayor's Gay/Lesbian Business Development Task Force to
participate in the Parade Team (at their own expense), and would like to also invite you to attend and
participate in the parade, at your own cost, if you are interested. Please contact Hilda Fernandez or Max
Sklar for specific details relating to the event.
More than 1.5 million people attend the NYC Gay Pride Parade, with a significant number of media
impressions created. This provides an excellent opportunity for the City to promote our many amenities
available to LGBT visitors and residents, and our nearlytwo-decade history of supporting LGBT residents
and businesses --including our domestic partnership registry, a Gay Business Development Committee,
and one of the strongest human rights ordinances on record of any city
JMG/HMF/MAS
C: Hilda M. Fernandez, Assistant City Manager
Max Sklar, Tourism and Cultural Development Director