Resolution 2024-33388 RESOLUTION NO. 2024-33388
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE
CITY OF MIAMI BEACH, FLORIDA, DIRECTING THE ADMINISTRATION
TO CREATE A MARKETING CAMPAIGN THAT PROMOTES MIAMI
BEACH'S COMMERCIAL ZONES, ENCOURAGING LOCAL AND
REGIONAL RESIDENTS TO RETURN TO LOCAL DINING AND
SHOPPING OPTIONS, AND RE-ESTABLISHING MIAMI BEACH AS A
TRENDY, VIBRANT DESTINATION.
WHEREAS, Miami Beach has long been a premier destination for dining,
shopping, arts, and culture, attracting both residents and visitors from around the world;
and
WHEREAS, in the face of increasing competition from neighboring areas such as
Coral Gables, Wynwood, and Brickell, it is important for Miami Beach to enhance its
identity as a dynamic, vibrant, and competitive destination, while nurturing a sense of
community connection; and
WHEREAS, Miami Beach's unique commercial corridors, including Lincoln Road,
Ocean Drive, Collins Avenue, Washington Avenue, 41st Street, and North Beach, offer
distinct character and opportunities for residents and visitors alike to rediscover local
dining, shopping, and cultural experiences; and
WHEREAS, fostering a sense of community pride and supporting local businesses
are essential to sustaining the City's economy, especially in these critical times when
many businesses are looking for new ways to engage customers and reinvigorate local
commerce; and
WHEREAS, "Find Your Wave" campaign (the "Campaign"), created by the City's
Office of Marketing and Communications in close collaboration with the Greater Miami
Convention and Visitors Bureau (GMCVB) and its agency of record, VML, won the Ragan
Daily PR Award and was shortlisted for the Multichannel Campaign Award; and
WHEREAS, showcasing vibrant beaches, lively bars, world-class resorts, and
iconic landmarks, the Campaign offered a captivating preview of Miami Beach's unique
lifestyle and culture through stunning cinematic visuals, highlighting the City's most
alluring attractions and points of interest; and
WHEREAS, a focused, coordinated marketing campaign, in a similar vein as the
Campaign, that highlights the appeal and diversity of the City's commercial zones could
strengthen the city's position as a leading destination for local residents, both within the
city and the tri-county region (i.e. Miami-Dade, Broward and Palm Beach), while
reinforcing the importance of"keeping it local"; and
WHEREAS, such a marketing effort would foster community engagement and
ensure Miami Beach remains competitive with other cities, by promoting the distinctive
offerings of each commercial zone, creating a sense of place, and encouraging residents
to support their local businesses, ensuring that Miami Beach thrives as a vibrant local
destination.
NOW, THEREFORE, BE IT RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission hereby direct the Administration to create a marketing campaign that
promotes Miami Beach's commercial zones, encouraging local and regional residents to
return to local dining and shopping options, and re-establishing Miami Beach as a trendy,
vibrant destination. '/
PASSED and ADOPTED this 20 day of tt/oVem6P✓ , 2024.
Steven Meiner, Mayor
ATTEST:
NOV 2 2 2024
Rafael E. Granado, City Clerk APPROVED AS TO
FORM &LANGUAGE
(Sponsored by Mayor Steven Meiner) &FOR EXECUTION
..6‘r4 ) i)13 zoz¢
City Attomey Date
iI14CORIOR,MED40,
1
Resolutions - C7 AJ
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: City Attorney Ricardo J. Dopico
DATE: November 20, 2024
TITLE: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, DIRECTING THE ADMINISTRATION TO CREATE A
MARKETING CAMPAIGN THAT PROMOTES MIAMI BEACH'S COMMERCIAL
ZONES, ENCOURAGING LOCAL AND REGIONAL RESIDENTS TO RETURN TO
LOCAL DINING AND SHOPPING OPTIONS, AND RE-ESTABLISHING MIAMI
BEACH AS A TRENDY, VIBRANT DESTINATION.
RECOMMENDATION
BACKGROUND/HISTORY
ANALYSIS
The attached Resolution was prepared at the request of the sponsor, Mayor Steven Meiner.
FISCAL IMPACT STATEMENT
The sponsor of this item requests that the Administration be prepared to address the fiscal impact
of this proposed measure, if any.
Does this Ordinance require a Business Impact Estimate?
(FOR ORDINANCES ONLY)
If applicable, the Business Impact Estimate (BIE) was published on:
See BIE at: https://www.miamibeachfl.gov/city-hall/city-clerklmeeting-notices!
FINANCIAL INFORMATION
CONCLUSION
Applicable Area
Citywide
Page 524 of 1993
Is this a "Residents Right to Know" item~ Is this item related to a G.O. Bond
pursuant to City Code Section 2-17? Project?
No No
Was this Agenda Item initially requested by a lobbyist which, as defined in Code Sec. 2-481,
includes a principal engaged in lobbying? No
If so, specify the name of lobbyist(s) and principal(s):
Department
City Attorney
Sponsor(s)
Mayor Steven Meiner
Co-sponsor(s)
Condensed Title
Create Marketing Campaign to Promote CMB's Commercial Zones. (Meiner) CA
Page 525 of 1993