LTC 432-2017 Lincoln Rd Business Improvement District Annual RepMIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive, Miami Beach, FL 33139, www.miamibeachfl.gov
LTC # 432-2017
TO: Mayor Philip Levine and Members of th- - ty Comi bion
FROM: Jimmy L. Morales, City Manage
DATE: August 17, 2017
SUBJECT: Lincoln Rd Business Improvement District Annual Report & Budget for 2017/18
LETTER TO COMMISSION
The purpose of this Letter to Commission (LTC) is to provide the Mayor and City
Commission with the 2017 Lincoln Rd Business Improvement District (LRBID) annual
report and fiscal year 2017/18 budget.
On April 15, 2015, the Mayor and City Commission adopted resolution no. 2015-28992,
which created a special assessment district to be known as the Lincoln Rd Business
Improvement District ("LRBID") fora period of ten (10) years, to stabilize and improve
the Lincoln Rd retail business district, which is located within a nationally recognized
historic district, through promotion, management, marketing, and other similar services.
2016/17 highlights include the implementation of "Block by Block" service, a company
which provides hospitality, ambassador services, and environmental maintenance. The
LRBID also participated on a well-planned Halloween event for 2016, which included a
safe, orderly, and festive atmosphere. In 2017, the Lincoln Rd Business Improvement
District dedicated efforts to program Lincoln Rd with public art installations, partnered
with the New World Symphony on activations that interacted with visitors, and focused
on programming that created maximum community benefits.
J LM/MT/MM/AM
LINCOLN RD
August 1, 2017
Mr. Jimmy Morales
City Manager
City of Miami Beach
1700 Convention Center Drive, 4th floor
Miami Beach, FL 33139
Dear Jimmy,
I am pleased to present the annual report for the 2016-2017 fiscal year on behalf of the
Lincoln Road Business Improvement District (LRBID).
Now in our second year, the LRBID continues to make significant strides in creating an
elevated Lincoln Road experience by focusing on marketing by way of quality events that strike
a balance between art and commerce while not allowing the latter to dominate. We remain
committed to representing and advocating for the property owners and business operators to
create a diverse and vibrant destination. Notable achievements in the 2016-2017 fiscal year
include:
STREET ENHANCEMENTS
• No Panhandling/Solicitation Zone - In partnership with the City Attorney's office, we have
begun the discussion to regulate the time, place and manner in which panhandling and
solicitation are allowed. We have heard increasing feedback from tenants and visitors alike of
the detrimental effects this behavior has on our businesses.
• Block by Block - The introduction of the hospitality/ambassador program in April 2017 creates
a great first impression for visitors. Available 16 hours a day on foot, Lincoln Road
Ambassadors are primarily charged with interacting with visitors, providing easy -to -follow
directions, parking suggestions and restaurant recommendations. They also take care of
cosmetic issues like litter, graffiti and trash—keeping sidewalks clean and safe and addressing
quality of life issues with MBPD. Improving the appearance of public spaces creates a
pleasant environment for residents and visitors alike, communicating volumes about the
district's pride.
305 600 0219 Office
305 517 1307 Fax
350 Lincoln Road, 2nd Floor
Miami Beach, FL 33139
Lincoln Road Business
Improvement District, INC
LincolnRd.com
LINC
• Redevelopment Project— In March 2017 we began monthly meetings with the Capital
Improvements Project team to stay abreast of all developments related to the James Corner
Field Operations Master Plan project. These meetings have proven beneficial to our public-
private partnership as we work with City officials to maintain open communication and offer
private sector experience and possible solutions to be able to lessen as much as possible the
disruption to businesses on Lincoln Road during construction.
• Holiday Lighting - The addition of canopy lighting at Euclid Avenue and serenity drops in the
trees created a more refined, elegant and softer atmosphere. The addition of the water
crowns in the fountains also highlighted some of our most distinguishable architectural
features inviting visitors to draw closer to truly feel the warmth of the season and area.
• Public Art Activations - This year we planned several large scale public art activations to
further enhance the Lincoln Road experience and pursue our desired balance of art and
commerce. We welcomed renowned artists Alexa Meade and Kelsey Montague in November
2016 and January 2017, respectively. We also hosted Young Artist Initiative at the 1111
Lincoln Road building for their largest and longest exhibition to day. We also remained playful
in celebration of Miami Beach Gay Pride by filling the fountains throughout the district with
plastic, rainbow colored balls in support of the LGBTQ communities.
OUTREACH & AWARENESS
• Hotel & Concierge Outreach - For the March/April 2017 time period we printed 5,000
calendars/directories to distribute to local hotels, the GMCVB and our tenants. Our Block by
Block ambassadors also carry these pieces with them to provide to visitors as well. We
continue to print these outlining the events and activations for two month periods. In July 2017
we also began what will be monthly visits to the concierges of 20 local hotels. Our
ambassadors deliver goody bags with Lincoln Road special offers and information for the
concierges to use and share with guests.
• Community and Daytime Office Population Outreach - The creation of the Summer Sweat
Series was a direct effort to appeal to our residents and daytime population/area workers. It
was also a fun use of public space during the week to help boost traffic to Lincoln Road.
Hosting events and activations with community benefit are always top of mind for us as we
continue to develop opportunities for culture and commerce to thrive in a balanced manner.
305 600 0219 Office
305 517 1307 Fax
350 Lincoln Road, 2nd Floor
Miami Beach, FL 33139
Lincoln Road Business
Improvement District, INC
LincolnRd.com
• Increased Visibility to Travel Writers and Group Travel Planners - This year the LRBID joined
the GMCVB to continue to expand our reach with the tourist market. We pay close attention to
calls for opportunities to host travel writers and influencers to be able to position Lincoln Road
as an excellent choice among so many amazing things to do in South Florida.
• Public Relations - The switch in PR firms to Lou Hammond Group in November 2016 has
proven to be very positive. We communicate regularly with tenants distributing "Hot Tips" on a
near monthly basis. This allows our PR team to have current information to include in pitches
and respond to writers working on stories. We continue to increase our media outreach
earning local hits consistently and landing a couple of big national hits. In November 2016 we
were featured on CNNStvle.com for our Alexa Meade activation. We have also gone beyond
district boundaries when necessary for a quality pitch. In May 2017 Lincoln Road was
included in a USA Today Salsa & Chips hit featuring 011a—a restaurant outside of the LRBID,
but with a Lincoln Road address.
MARKETING
• Cultivate Private Partnerships for Public Activations - As a not-for-profit corporation, the LRBID
shares the City of Miami Beach's commitment to creating public activations with the maximum
community benefit. "Out of the Box: Romero Britto Art Making Experience presented by
Samsung" is one example of how we utilized the leverage of the Samsung brand to partner
with a local tenant partner, Romero Britto, and create an engaging art experience for the entire
family.
• Directly Involve and Feature Tenants in Activations to Showcase Talent and Resources on the
Road - As a shopping and dining destination offering an elevated experience highlighted with
arts and cultural opportunities, it is important that we showcase our Lincoln Road tenant
partners in creative ways giving them access to potential new audiences and offering visitors
unexpected experiences. During this year we have partnered with New World Symphony to
host "Step Up and Be the Maestro" activations in which passersby are invited to conduct
musicians. We also partnered with ArtCenter South Florida alumni artists and Lebo Art for
Raining Poetry in which poetry verses and graphics are illuminated throughout Lincoln Road
only during rainfall to surprise visitors during the rainy season.
305 600 0219 Office
305 5171307 Fax
350 Lincoln Road, 2nd Floor
Miami Beach, FL 33139
Lincoln Road Business
Improvement Distract, INC
LincolnRd.com
L
• Feature Tenants on Social Media to Convey an Authentic Experience - Our social media
efforts this year have grown our audiences exponentially. We carefully craft authentic, daily
messages and posts that salute our area and tenant partners as well as offer our followers
opportunities for engagement. We have experienced increasing success with giveaways and
promotions featuring tenants. Nespresso, Beach Bunny and Pandora have all participated.
• Halloween 2016 - In partnership with the City of Miami Beach, the LRBID provided a well-
planned and well executed Halloween Night for 2016. The music and performances created a
safe, orderly and festive atmosphere for the 55,000+ residents and visitors who flocked to
Lincoln Road that evening.
We are grateful for your ongoing partnership and look forward to continuing to realize the
vision for Lincoln Road.
Sincerely,
Ivannia Van Arman
Executive Director
305 600 0219 Office
305 517 1307 Fax
350 Lincoln Road, 2nd Floor
Miami Beach, FL 33139
Lincoln Road Business
Improvement District, INC
LincolnRd.com
BUDGET DETAIL - 2017-2018 (final 08-02-17)
LRBID - BUSINESS IMPROVEMENT DISTRICT (BID) BUDGET
Oct 17 Nov 17 Dec 17 Jan 18 Feb 1§ Mar 18 Apr 18 May 18 Jun 18 July 18 Aug 18 Sept 18 Budget
201(-18
2 1 /-1 ix Fj�gg�lsments 0
Rp ! y Cityitof MB 237,706 475,412 237,706 237,706 236,207 0 0 0 0 0 0 0 1,424,737
ap> nth eld by City of MB 5 5 5 5 5 0 0 0 0 0 0 0 25
p� q- Ta); AA tsessments 29,655 0 0 0 0 0 0 0 0 0 0 0 29,655.
,Mit-17 surplus 264,332 0 0 0 0 0 0 0 0 0 0 0 264,332
City oQy(�MB for Mock by Block 13,333 13,333 13,334 13,333 13,334 13,333 13,334 13,333 13,334 13,333 13,333 13,333 160,000
Total Revenues 545,031'488,750. 251, 045 251,044 249,546 13,333 13,334 13,333 13,334 13,333 13,333 13,333 1,878,749'
Expense$ -...
Expenses
kVcRG(iy9 Director 8,750 8,750 8,750 8,750 8,750 8,750 8,750 8,750 8,750 8,750 8,750 8,750 105,000'
Staff Assistant 3,333 3,333 3,333 3,333 3,333 3,333 3,333 3,333 3,333 3,333 3,333 7,333 44,000
PayrollTOISei 1,087 1,087 1,087 1,087 1,087 1,087 1,087 1,087 1,087 1,087 1,087 1,447 13,404,
118AJl1rIV-ICR%1Pe 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 1,800 21,600'.
Payroll Expense 400 400 400 400 400 400 400 400 400 400 400 400 4,800
TotalAdmi' TF.370 15,370 15,370 15,370.. 15,370 15,370 15,370 15,370. 15,370' 15,370 15,370 19,730 188,804
Expen s
Office Expen8ei
Internetyervice Provider 0 0 0 0 0 0 0 0 0 0 0 0 0
b& r GL tow.. 0 0 0 0 0 0 0 0 0 0 1,500 0 1,500
O ice Supplies 250 0 0 250 0 0 0 250 0 0 0 250 1000
Postage ar1fl,Jagliyeties 50 50 50 50 50 50 50 50 50 50 50 50 600
Printing a(j fi4iQr9 Wjtpgp 0 0 0 0 0 0 2,000 0 2,000 0 0 0 4,000
Web -Domains Host Fees 0 0 0 0 0 0 0 0 300 500 0 0 800
Storage 60 60 60 60 60 60 60 60 60 60 60 60 720
Rent 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 26,400
Egyi trent 5 So(tyiare 0 0 0 500 0 0 0 500 0 0 0 0 1,000
Cell Phone _ 125 125 125 125 125 125 125 125 125 125 125 125 1,500
Telephone Other 75 75 75 75 75 75 75 75 75 75 75 75 900
erpf Ayp9 ntmg Consulting Fees 500 0 0 500 0 0 500 0 0 3,000 0 0 4,500
Audit Fees 0 0 0 0 0 0 0 0 0 0 15,000 0 15,000
Legal Fees/Govt Affairs 10,000 10,000 10,000 10,000 10,000 10,000 45,000 10,000 10,000 45,000 10,000 10,000 190,000
Bank Fpys 50 50 50 50 50 50 50 50 50 50 50 50 600
City Billing ly Rpmitsa‘ncp posts 5 5 5 5 5 0 0 0 0 0 0 0 25
total Office Ex• 13,315 12,565 12,565 13,815 12,565 12,560 50,060 13,310 14,860 51,060 29,060 12,810 248,545
Expe9,sei
Other Expenses
Insurance/Officer-birectors
Licenses and Permits:
Occ License Renewal
Cert of Use
Memberships & Subs
MB Chamber of Commerce
GMBHA --_ .. -
GMCA
SF9A_ _..._.--..
Annual Meeting
Parking and Auto Mileage Reimb
Trg e) OpktNaprnent......
fJpy( York BIDS
I(NAD6
0 0 0 0 0 0 0 0 2,000 0 0
2,000
0
0 0 0 0 0 0 0 400 0 0 0 400
0 0 0 0 0 0 0 0 400 0 0 0 400
0 0 0 600 0 0 1,500 0 1,000 0 1,000 0 4,100.
o
0'
0 7,500 0 0 0 0 0 0 0 0 0 0 7,500
300 325 300 325 300 325 300 325 300 325 300 325 3,750
2,000 2,000 0 0 0 0 0 0 0 0 0 2,000 6,000
IDA
Total Other Expense 2,3001 9,825 300 925 300 325 1,800 325 4,100 325 1,300 2,325 24,150
Expenses
Marketing Expenses
Agency Retatpor 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000. 300,000.
Graphic De‘sio,o 0
Event/Activation I3lanning
1S9cia' Media -- - - - -
Photography
Public Relations 6,000 6,000 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 6,300 75,000
Video Creative Direction
Printing 0 0 3,000 0 0 3,000 0 0 3,000 0 0 3,000 .12,000
Sponsorships 0 0 0 0 0 0 0 0 0 0 0 0 0
Video Production 0 0 0 0 0 0 0 0 0 0 0 0 0.
Contingency --- 3,223 7,702 7,702 7,702 7,702 7,702 7,702 7,702 7,702 7,702 7,702 7,702 87,944
(Total Marketing Exp 34,223 38,702 42,002 39,002. 39,002. 42,002 39,002 39,002 42,002 39,002 39,002 42,002 474,944
0
0
0'
0
Expenses
Yagapi yStorefronts 5,050 0 0 10,000 0 0 0 0 10,000 0 0 0 25,050
Holiday 0 0 0 0 0 0 0 0 0 0 50,000 0 50,000
Signage/Banners 0 0 0 15,000 0 0 15,000 0 0 15,000 0 0 45,000
Event Production 35,000 35,000 35,000 35,000 35,000 35,000 35,000 35,000 35,000 35,000 35,000 35,000 420,000
Renta)i To. nt 0
Arrpsd7i)➢r Slervlcps o 0 0 0 0 0 0 0 0 0 0 0 0
irK by 5AW(' 30,188 30,188 30,188 30,188 30,188 30,188 30,188 30,188 30,188 30,188 30,188 30,188 362,256
Undorr0$ 5,000 0 0 0 0 0 5,000 0 0 0 0 0 10,000
55ph)gten fjpynter5 0 10,000 10,000 10,000 0 0 0 0 0 0 0 0 30,000
Total 136 151-4 . 75,238 75,188 75,188 100,188 65,188 65,188 85,188 65,188 75,188 80,188 115,188 65,188 942,306
Total Expenses : 1,878,749
*The City of Miami Beach will contribute $160,000/year or $13,334/month