20130515 MBCC Workshop Presentation1
MIAMIBEACH
CONVENTIONCENTER
MIAMIBEACH
EXPANSION AND
ENHANCEMENT
•MBCC originally built in 1957 (108,000 sq ft)
•An additional 130,500 sq ft of exhibit space was
added in 1968
•1974 additional support facility constructed
•1986 MBCC doubled in size
–Opened in 1989
–1.1 million sq ft with 502,000 sq ft of exhibit space
–$92 million renovation
–Master Plan for the MBCC Complex area was
developed
CONVENTIONCENTER
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EXISTING SPACE
CURRENT
Exhibit Halls 502,098 sf
4 Halls
Meeting Rooms 125,899 sf
Ballrooms (dedicated) 0
Pre-function/ Lobby 163,327 sf
Parking (2 lots) 1,040 spaces
Current Space = 1.16 million sf
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MBCCRANKING (sf)
RANKING IN 2009 = 29
CURRENT RANKING = 30
RANKING IN 1989 = 4
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CORPORATEINTEREST
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CORPORATEINTEREST
American Academy of Dermatology SAP
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CORPORATEINTEREST
IBM:
“We went with Tampa . We loved that we would "take over" the city so our group would still get that
intimate feel they are used to but yet we would have enough space to accommodate
everything. We felt a little disconnected in Miami with our room block in 2 different areas.”
Cisco - Technology group:
“They wanted an International location, the venue is a great fit in terms of size for what they need, it
is a strong hotel package and a good walking city with the venue close to hotels and restaurants.”
American College of Gastroenterology:
“Miami is just a little too small for our annual meeting. We are hoping that your expansion will go
through. We are keeping our eye on it. Provided a bigger convention center is built, we would be
interested in 2022 for our meeting.”
Novo Nordisk Inc.:
“I know it’s disappointing and must feel like we are always choosing Orlando. As I’m sure I must
have mentioned in the past…Miami falls short when it comes to convention space and new,
modern, large hotels. We love the Intercontinental, but you need to invest in another big box. Miami
might be the city I receive most requests for, but unfortunately, hotel options are limited, particularly
for larger meetings. We love the city but can’t seem to book it for the big ones. “
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CORPORATEINTEREST
American Academy of Otolaryngology:
“Miami was seriously considered as a host site for the 2014 Annual Meeting & OTO EXPO, but
ultimately we selected another city. I’ve outlined some of the factors considered in our decision
below and would be happy to discuss these with you directly as well.
Convention Center: The condition of the convention center and décor is dated and did not meet
the same threshold as other bidding cities.
The meeting space allowed us little flexibility based on our overall program requirements.
Location of convention center was not situated close to headquarter hotel. This factor limits our
ability to host events from between facilities.
Hotels: We were very impressed with the overall hotel package on the beaches and in the
downtown area.
Traffic: The traffic from Miami Beach to the downtown area was a major concern for us as
well. During the site we travelled outside of “rush hour” and experienced delays.”
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CORPORATEINTEREST
Attendees
Economic
Impact
Amer College of Medical Genetics & Genomics 1,200 12,000,000$
Anheuser Busch Inc 6,000 6,000,000$
Best Western International 3,000 3,000,000$
Heart Rhythm Society 8,500 8,500,000$
Publicis CLT Meetings 5,000 5,000,000$
Society of Critical Care Medicine 5,000 6,376,550$
Amer Institute of Architects Annual Convention 12,000 13,000,000$
SP Richards Co 3,600 6,018,850$
Total 44,300 59,895,400$
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CORPORATEINTEREST
Attendees
Economic
Impact
Amer Society for Radiation Oncology (ASRO)12,000 15,604,360$
Goldwell/Color Zoom Event 2011 3,000 5,957,000$
American Society of Periodontology 5,702 5,278,140$
American Fence Association Inc 4,000 4,790,940$
Kenes International/Pain Congress 1,800 2,723,200$
American Association of Neurological Surgeons 3,170 6,376,550$
Society of Nuclear Medicine 6,500 13,000,000$
Total 36,172 53,730,190$
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CORPORATEINTEREST
American Academy of Dermatology 20,000 $20,000,000
Microsoft Corporation *60,000 $80,000,000
Direct Marketing Association 10,000 $12,000,000
American Assn. of Orthodontists 15,000 $20,000,000
Risk & Insurance Management Associat 12,000 $18,000,000
U.S. Green Buildings Councils 3,500 $4,000,000
True Value 20,000 $15,000,000
CardioVascular Research Foundation (T 12,000 $19,000,000
Total 152,500 $188,000,000
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CORPORATEINTEREST
• 23 Potential Groups
• 232,972 Potential Attendance
• $301,625,590 Potential Economic Impact
This ONLY represents a sample of the potential
new business.
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CONVENTIONCENTER
EXPANSION/ENHANCEMENT HISTORY:
•Master plan intended to
–Make the facility competitive in today’s convention
and meeting business climate – and well into the
future
•Provide amenities needed by meeting and convention
planners
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CONVENTIONCENTER
EXPANSION/ENHANCEMENT HISTORY:
•Master plan intended to
–Look at
•existing and potential site amenities
•physical renovations to the interior and exterior
•expansion of exhibit space (to include necessary multi-
purpose/ballroom space)
•technology upgrades, parking, etc.
– Improve connection with local assets
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CONVENTIONCENTER
EXPANSION/ENHANCEMENT HISTORY:
•Master plan intended to
–Be research/data-driven
•Current industry trends
•Competitive/comparable facility analysis
•Existing and projected utilization
•Market demand analysis
•Second Amendment to the 1996 Interlocal
Agreement (2004) shifted Convention
Development Tax (CDT) funding designated for
the Miami Beach Convention Center and
replaced it with funding from Miami-Dade
County General Obligation Bond Funds (if
approved)
•November 2, 2004 Building Better Communities
Bond Program (BBC GOB) was approved by the
voters of Miami-Dade County
MIAMI-DADECOUNTY
GOBOND
•Expansion/Enhancement of the Miami Beach
Convention Center was an approved as an
eligible BBC GOB Project
•$55 million in funding is available for the MBCC
MIAMI-DADECOUNTY
GOBOND
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CONVENTIONCENTER CONVENTION, SPORTS & LEISURE (CSL)
•Founded in 1988
•Leading advisory and planning firm
•Specializes in providing consulting services to the convention,
sport, entertainment and visitor industries; provides focused
research and expertise in these industries.
•Services include
–new/expanded event facility feasibility studies
–organizational reviews/performance
enhancement studies
–destination master planning
–industry benchmarking
–negotiation assistance
–related services
CLIENTS (select sample):
New Branson Convention Center, MO
Las Vegas Convention Center, NV
H. Gonzalez Convention Center, San Antonio
Jacob Javits Convention Center, NYC
Washington D.C. Convention Center
Broward County Convention Center, Fl
Hawaii Convention Center
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2009 CSL RECOMMENDATIONS
•Upgrades to existing MBCC
•Target up to 100,000 square feet of added sellable
space
–Multi-use/Ballroom Space needed
–Additional Meeting Space needed
•Unique Space Additions
–Incorporate outdoor function space and landscaped plazas
CONVENTIONCENTER
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2009 CSL RECOMMENDATIONS
•Development of a “Convention Center District”
–Linkages to adjacent entertainment areas important/needed
•Adjacent or attached Convention Center Hotel
needed/strongly recommended
–Target a 1,000 room headquarter hotel
•Incorporate iconic architecture/sculpture
CONVENTIONCENTER
•Mar 9, 2011 – the City Commission adopted Reso
No. 2011-27620, which endorsed and supported the
concept of the Miami Beach Convention Center
renovation and expansion, including the development
of an adjacent Convention Center hotel
•May 20-21, 2011 – Commission Retreat where
Commission agreed to consider redevelopment of the
broader Convention Center District, through an RFQ
process
CONVENTIONCENTER
COMMISSIONACTIONS
•Oct 19, 2011 - Reso No. 2011-27778 authorized
to engage Strategic Advisory Group (SAG) to assist
the Administration with the RFQ process
•Jan 11, 2012 - Commission authorized the issuance
of RFQ No. 22-11/12 for the Enhancement of the
MBCC District, Including the Expansion of the MBCC
and Headquarter Hotel
•Dec 12, 2012 – Commission shortlisted Portman
CMC and South Beach ACE to proceed to Phase II
CONVENTIONCENTER
COMMISSIONACTIONS
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RESORT TAX
On August 2012, additional Penny Tax on
Hotel Beds was approved by 70% margin in a
City-Wide Referendum to fund Convention
Center renovation and improvements
CONVENTIONCENTER
CONVENTIONCENTERDISTRICTRFQ
PRIMARY OBJECTIVES OF THE RFQ
• Improve the Miami Beach Convention Center
(MBCC)
• Redevelop the Surrounding Area
• Facilitate the ability of the MBCC to attract high
impact conventions, meetings, and tradeshows in
an increasingly competitive environment
CONVENTIONCENTERDISTRICTRFQ
• Convention Center Enhancements
- Class “A” Renovation
- Outdoor Function Space
- Additional Meeting Space
• Headquarter Hotel
• Multi-Purpose / Ballroom (60,000 Net SF)
Minimum Requirements
Page 26
Comparison of Headquarter Hotel Rooms –
Competitive and Comparable Markets
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 5,500
Miami Beach, FL (3)
Boston, MA (1)
Dallas, TX
Atlanta, GA
Denver, CO
Washington, DC (2)
Los Angeles, CA
Houston, TX (1)
Phoenix, AZ
San Francisco, CA
Chicago, IL (2)
New Orleans, LA
San Antonio, TX
Anaheim, CA
Las Vegas, NV
San Diego, CA (1)
Orlando, FL
Hotel Rooms
1st Hotel 2nd Hotel 3rd Hotel 4th Hotel
Average = 2,020
Median = 1,810
(1) Developing or planning additional headquarter hotel inventory.
(2) Includes planned headquarter hotel inventory.
(3)Loews Miami Beach Hotel is located approximately 0.7 miles from the MBCC, does not typically provide large room blocks and
may not be considered a typical headquarter hotel by event planners.
Source: CSL International, 2013
•The MBCC does not currently operate with an adjacent or attached headquarter hotel, unlike all other competitors. The
Loews Miami Beach is not proximate to the MBCC, is not sized as large as a typical headquarter hotel, and does not
typically provide large room blocks for MBCC events.
•Most competitive markets provide well in excess of 1,000 rooms attached and/or adjacent their convention center.
•The majority of meeting planners surveyed by CSL cite the need for a headquarter hotel, and the room count for such a
property is typically defined as at least 1,000 rooms.
Estimated Non-Local Attendee Days
Source: CSL International
Actual MBCC Expansion Scenarios
0
100,000
200,000
300,000
400,000
500,000
600,000
Average:
2009 - 2010
Expansion -
With Hotel
Expansion -
No Hotel
Special Events
Meetings
Consumer Shows
Trade Shows
Conventions
Up to 52 Acres
Up to 6.2 Million SF of Total FAR
CONVENTIONCENTERDISTRICTRFQ
RFQ Process
• Phase 1 – Qualifications
(Master Developer and Designer)
- Relevant Experience
- Financial Capability
• Phase 2 – Proposal and Key Letter of Intent (LOI) Terms
(For Shortlisted Proposers Only)
- Master Plan Preparation / Community Outreach
- Negotiations
CONVENTIONCENTERDISTRICTRFQ
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CONVENTIONCENTER