LTC 032-2010 Super Bowl XLIVm- MIAMI BEACH 2.J!QFEB -2 A~1 9~ 29
OFFICE OF THE CITY MANAGER
LTC#~_~z_~~tp LETTER TO COMMISSION
To: Honorable Mayor and Members of the City Commission
FROM: Jorge M. Gonzalez, City Manager `~r.~
DATE: February 1, 2010
SUBJECT: Super Bowl XLIV
As you know, Super Bowl XLIV will be held at Sun Life Stadium in Miami on Sunday, February 7, 2010. The
event is expected to attract thousands of visitors to our community, and the City of Miami Beach has been
planning diligently to implement a comprehensive and coordinated Major Events Plan (MEP). City staffing will
be enhanced beginning Sunday, January 30, through Monday, February 8, 2010. to ensure the safety and
enjoyment of residents and visitors to our City, and to ensure cooperation with respect to the City's quality of
life. This staffing includes Police. Fire, Parking. Sanitaiion and Code Compliance, among other departments.
In the week leading up to the game, many private and public Super Bowl-related events are scheduled to take
place in Miami Beach. There will also be a number of television productions taking place in the Ciry. Super
Bowl XLIV is expected to bring thousands of visitors to our community and generate more than $400 million in
total economic impact for the region. Most of these dollars will be generated from the 125,000 expected
visitors who will patronize hotels, restaurants. stores and attractions, and indirectly from media exposure that
leads to increased tourism and business relocation.
We wanted to share with you information on our efforts preparing for this important regional and local event,
as well as information on some of the events occurring in our City.
Transportation
Ocean Drive will be closed from Thursday, February 4.2010 at 7:00 a.m. through Monday, February 8, 2010
at 7:00 a.m. Ocean Drive valet operations will be relocated to the east side of Collins Avenue.
This year the Super Bowl overlaps with the load in for the Yacht and Brokerage Show and the Miami
International Boat Show -two events that in their own right bring thousands of visitors to our City. Right of
way improvement construction and Yacht Show load-in from [date] to [date] will impede traffic flow in and
around Collins Avenue and Indian Creek Drive from 63 Street south to 26 Street. One lane of southbound
Indian Creek Drive. 41 Street to 26 Street, will be closed for construction and the 63f0 Street drawbridge will
be in the open position frequently. between 9:00 am - 4'.00 pm, during this period for yachts moving
southward.
The City will be utilizing electronic message boards. as well as sending periodic traffic updates via Facebook
and Twitter, and updating our traffic advisories on MBRadio 1670 AM. A community notice is also distributed
just prior to the event with specific information in terms of street closures and areas where traffic is expected
to be heavier than usual.
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Super Bowl XLIV
Major Event Plan
The Tourism and Cultural Development Department began the Major Event Planning process several months
ago to ensure coordination among City departments leading up to and during the major event period. For
example, our Parks Department has been addressing greenspace management issues to ensure that the City
looks good for visitors and residents. Our Public Works Department is working closely with Code Compliance
on graffiti and other similar property maintenance issues. Additionally, all relevant departments have been
developing their staffing plans to ensure appropriate coverage during peak periods. As usual, the Major
Events Plan will be monitored by my office during the major event period to ensure that we can respond to
any needs, or many any necessary adjustments, as needed.
Events at Miami Beach Public Venues/Areas
Needless to say, once again Miami Beach is home to many of the NFL and South Florida Super Bowl Host
Committee events. Many of these events provide companion media opportunities, as well. The following is a
list of public venues that will be hosting an event:
Lummus Park
Tazon Football Field (Public- Free)
Wednesday, February 3 through Sunday, February 7
Lummus Park between 8 and 9 Streets
Pepsi Super Bowl Fan Jam (Free, Ticketed)
Thursday, February 4, 5:00 pm - 10:00 pm
Concert stage on the beach at 7th Street with audience areas and VIP tent. Headliner is Rhianna, Justin
Bieber and Timbaland and Friends. Estimated 30,000 attendees. This concert is broadcast live on VH1.
Passes (Z) to the VIP area are being provided to you with this memo.
Pepsi Musica Super Fan Jam
Friday, February 5, 5:00 pm - 10:00 pm
Concert stage on the beach at 7 Street with audience areas and VIP tent. Headliner is Pitbull and Nelly
Furtado and Paulina Rubio. Estimated 30,000 attendees. Similar to the Thursday night event, this concert is
televised on Telemundo on Saturday, February 6, 2010.
Passes (2) to the VIP area are being provided to you with this memo.
ESPN (TV taping)
Monday, February 1 through Sunday, February 7, 6:00 a.m. - 2:00 a.m.
A radio stage will be built in Lummus Park grass at the north end of 12 Street and a television stage in
Lummus Park sand (near the volleyball net area) between 12'" and 13°' Streets for live and taped broadcasts
prior to and during the event.
NFL Network (TV taping)
Monday, February 1 through Sunday, February 7, 4:00 pm - 12:00 am
A stage will be built on Lummus Park grass on the south side of 11 Street for live and taped broadcasts prior
to and during the event.
CBS NewslEarly Show (TV taping)
Wednesday, February 3 through Saturday, February 6, 7:OOam - 9:00 am
A stage will be erected in Lummus Park grass between 10 and 11 Streets for live broadcasts during the
morning network show. There will also be additional tapings for CBS 4 (local) in the evenings.
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Super Bowl XLIV
Other Beach Areas
South Florida FanFest
January 29-31, 2010
Miami Beach Convention Center, Hall B
Tickets (4) to this event were provided to you last week.
South Florida Media Party (Private)
Tuesday. February 2, 8:00 p.m. - 11:00 p.m.
Beach between Lincoln and 17 Streets, this party is for credentialed media covering the Super Bowl.
Approximately 1,500 members of the press to attend, providing a unique opportunity to promote our City to
those individuals covering this event on behalf of their local, national or international media outlet.
Tickets (2) to this event are provided to you with this memo.
CBS Super Bowl Program Event (Private)
Thursday, February 4 through Saturday, February 6
Beach behind Loews Hotel, 1601 Collins Ave.
DirecTV (Public)
Saturday, February 6, 12:00 pm - 4:00 pm
Beach between 21 to 22 Streets
A stadium for a celebrity flag football game and concert headlined by All American Rejects.
Estimate 6,000 attendees and the event will be televised on DirecTV's 101 Channel and WGN Super Station
with a reach of approximately 2.2 million persons,
Tickets to this event will be provided to you prior to the event.
Eats, Beats & Cleats (Public)
Thursday, February 4 through Sunday, February 7
Lincoln Road
Various stages and tents, plus VIP area on Euclid.
www,eatsbeatsandcleats.com
Other Events
Many private venues will be producing or hosting their own events independent of the NFL or the South
Florida Super Bowl Host Committee. Other than review for Special Events Permits, the City is not otherwise
involved in those events.
As always, please let me know if you have any further questions or require additional information.
JMGIHF\MAS
c: Hilda Fernandez, Assistant City Manager
Max Sklar, Tourism and Cultural Development Director
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