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LTC 252-2019 MIAMI BEACH CULTURE CRAWL UPDATE MIAMI BEACH City of Miami Beach, 1700 Convention Center Drive,Miami Beach,Florida 33139,www.miamibeachfl.gov OFFICE OF THE CITY MANAGER 252-2019 LETTER TO COMMISSION TO: Mayor Dan Gelber and Members o the City Co ission FROM: Jimmy L. Morales, City Manager DATE: May 1, 2019 SUBJECT: MIAMI BEACH CULTURE CRAWL UPDATE The purpose of this Letter to Commission is to provide an update to the Mayor and Commission on the Miami Beach "Culture Crawl". The Culture Crawl is an initiative from the Tourism and Culture Department, which had its first iteration on March 6, 2019 and the second installment, which took place on April 24, 2019. The event is aimed at promoting culture within the City of Miami Beach, by getting our residents and tourists to explore and become re- acquainted with our cultural institutions, and various other cultural offerings. The Culture Crawl is intended to be a monthly occurrence, taking place on the last Wednesday of each month, which offers complimentary admission to some of the nation's most prestigious institutions, with unique and varied programming,which is changed each month. The Tourism and Culture department works directly with each cultural institution, to help produce specific programming which includes open studios and galleries, outdoor films, live music, exclusive tours, night gardens, and free trolley service throughout South Beach. It is the intent to grow this program through additional funding, which will allow us to reach into Mid and North Beach. This event is 100%free and open to the public. In our first two months, we have seen tremendous support and growth in this program. For our April Culture Crawl, the Tourism and Culture Department produced this city-wide event on a budget of only $4,663.58. CULTURE CRAWL BUDGET ITEM ACTUAL Trolley Rental $1,100.00 Trolley Signage $173.66 Trolley Stop Signage $323.92 Map Printing $50.00 Marketing -Targeted $2,744.00 Volunteer T-Shirts $272.00 TOTAL $4,663.58 We had four branded trolleys, which provided free transportation to Culture Crawl attendees and have set up a specially curated trolley route (see map attached) to drop people off within a block of our cultural institutions. On board each trolley was a tour guide from MDPL who provided trolley riders with a block by block history of this great city. The institutions are also within blocks of each other, which we promote attendees to also explore on foot or on bike. We received the following trolley ridership' reports: March 6th Unique Trolley Riders 209 April 24th Unique Trolley Riders: 331 We saw an increase in ridership of 58% in one month. The relationship we hold with our cultural institutions is important, and it needs to be noticed that the City of Miami Beach is providing zero dollars in programming to our cultural institutions for the Culture Crawl — all costs, programming, production, staffing, etc. are being absorbed solely by the institution. In terms of participating institutions, we saw the following numbers: March 6 Participating Institutions: 7 Institutions • Including NWS, Wolfsonian, MDPL, the Botanical Gardens and The Bass April 24 Participating Institutions: 13 Institutions (and the inclusion of our AiPP locations) • Saw the inclusion of The Betsy Hotel, Oolite Arts, Miami New Drama and the Cinematheque We saw an increase of 86% in participating institutions in one month. Although these numbers, may not seem impressive, we believe that being able to provide a city wide arts and culture showcase for under$5,000 is an impressive feat. We believe that the engagement we have had with tourists and residents, and the feedback we are receiving from cultural institutions speaks for itself: "Hi Culture Crawl Team— we had over 200 RS VP's for our events, we love this program!" - Deborah Briggs, The Betsy Hotel "We wanted to express our thanks for the launch of the Monthly Culture Crawl. During last week's event, we had nearly 100 new visitors to the Colony Theatre. We really commend you on developing new ideas to engage the cultural community of Miami Beach with residents and tourists. Many attendees were tourists that delighted in the Art Deco architecture of the Colony and in Miami New Drama's dress rehearsal of Viva La Parranda. Others were residents that either had never been inside the Colony or had attended events 5 or 6 years ago prior to Miami New Drama's existence. We were able to engage with all. They all were able to see this theatre and to learn about the work we are doing in this a gem in Miami Beach." - Olga Granda, Executive Director, Miami Beach Drama "We were very pleased once again with everything. We had 145 attendees, everything ran smoothly; visitors seemed genuinely excited to be participating;and lots of first time visitors!" - Ian Rand, Assistant Director, Marketing & Partnerships The Wolfsonian "CONGRATULATIONS on all the amazing Culture Crawl coverage and activations" - Jennifer Diaz, Vice President of Communications, GMCVB What we are most excited about is the natural and organic growth of this program. We believe that for the first six months, we should naturally grow this program to ensure it can sustain itself, before supplementing with large budgets. It was our intent to begin to reach out to hotels, and other establishments to get them involved with our programming, but before we could do so, we received the following communications: "I hope this finds you well. I recently came across the organization's Culture Crawl&am curious to learn of upcoming opportunities—including the crawl&other initiatives-through which Faena may participate. We have a number of cultural programs, public art works &upcoming events that I'd love to share. Please let me know if you have time to meet next week by phone or in person to discuss further." - Caitlin Driscoll, Director of Communications—the Faena Hotel Miami Beach 1 Trolley ridership only accounts for those people riding on our specific white branded trolleys. These numbers do not include ridership on our existing blue trolleys, nor any personal exploring on bike or foot. "By way of quick intro, my name is Marissa and I work with The Dana Agency to represent a number of hotels in the Miami area. I am reaching out in hopes of finding the right contact for the Miami Beach Culture Crawl for future collaborations." - Marissa Cruz, Senior Account Executive—The Dana Agency Above and beyond organic growth, we are receiving earned media coverage through various social, digital and PR avenues. Below you will find a selection of some of the coverage this event has garnered with only $2,744.00 dedicated to a marketing campaign: Earned Media (unpaid /PR advertising): Miami New Times: https://www.m iaminewtimes.com/arts/free-things-to-do-in-miami-this-week-april-1-through-7-11133193 https://www.m iaminewtimes.com/arts/free-things-to-do-in-miami-this-week-april-1-through-7-11133193 iHeart Radio—WIOD-AM: https://wiod.iheart.com/content/2019-03-05-miami-beach-culture-crawl/ GMCVB: https://www.miamiandbeaches.com/events/detail/miami-beach-culture-crawl/3d3c2abc-194e-4c4c-9c5f- 9b1771a82e36 re: Miami Beach https://www.remiamibeach.com/citywide/miami-beach-launches-culture-crawl/ Miami on the Cheap: https://miamionthecheap.com/free-miami-beach-culture-crawl/ Social Media Coverage: Facebook& Instagram Stories April 16—24, 2019: Link Clicks—687 click through Impressions—94,308 impressions Facebook& Instagram Feed April 16—24, 2019: Link Clicks—2,415 click through Impressions—72,330 impressions Twitter(April 16—24, 2019): Link Clicks—773 click through Impressions— 100,688 impressions TOTAL: Link Clicks—3,875 click through Impressions—309,621 impressions City of Miami Beach Marketing Collateral Below are some of the assets created by our Marketing and Communications Department: Wednesday,April 24 O CULTURECRAWL CULTURE TROLLEY ROUTE CULTURE bPM-IOPM O CRAWL •MBArtsAndCulture TROLLEY JI` THIS EVENT 15 FREE AND OPEN TO TIE PUELF. CoLr,?.i G...•••=t.r Mr.J W NEW WORLD SYMPHONY Iif .Jr: er•..••suse ::�`=•.7.i'�" �` 0 a,- -�1_ &MIAMI BEACH URBAN STUDIOS 1 Il `�uy yam.`.,Sr•••• . Wa.Nngtee ATre i 17 Se0$00Trr...rsas• "�`^.`.,--` TT.a.r.r•ISE. + 1=.LY'�- 0 `.'ri�".�'L.: va v.rri..wu litia:`....`V:.w_`._• ••,,,#7`57. "• 7' pr•..,Es•y. ^,rS .ur.rrns o 0- . 7t',;==..S. .�- -' r.. I + Qv•-+U1.5•M,. 4Yww{E�L T._ y-. w.�'•. 7••• 111. ® N e .., OT4rA.w.w G I .MIK FIXES I � � s�rµ'�•%�+.�, ... _.. ilii i 1 :,,,7,„'-"•• Oa•...••Jt4. • :=•. _ . �„ ;� m:�,. . . i� ` I - m .h4.a.e..-.. 0 r-�z� ra» ..J ®•`..�.•r, - ID Md. ..•. .e,�srP.-rw iT▪ "�.,�.—a`... Gr..."..-L.r"�4 I°.�,iArr,iaEAc" Wednesday, April 24 CULTURE 6PM - 1OPM CRAWL #MBArtsAndCulture Social Media Posts: Below are a selection of organic Instagram posts pulled from #MBArtsandCulture hashtag ® City of Miami Beach 4,@MiamiBeachNews•Apr 1£. .`.c�' !. * hwa ralowd ,•. So nice,we Mat twice! 1 /V•',. V• .,..e• ,E► Join us on Wednesday,April 24 as we open the doors to 11 of Miami Beach's �-' r a; •, • (� nm . s.p.nw• nyr 2F.,t T•me wnn the hottest cultural institutions for our Culture Crawl: /".•'• 1• :TM.,•am,D.,<K<T..m.T laE •;. R.. nqMm,•Mua.uh Chun Craw1. mbartsandculture.org/eventamlami-be...aMBArtsArrdCulture , • �. waunxoleu.. . .% 'Jr newaE•we.ach«VIP Y ` rr.• 0 • me*....my, - litti's EQ u F.1.� .red,by tlE.mlamlMahc<and 25 others 0 :r .` '' ma ` ',,t• 1I'V. 411 ' I 'a. f:e3 ..Ji a 3. .vas is '", "� 40 eiodriguez782 0 Just beautiful. t ,7 1... f I i,,, •r III I '4,, dQU Q .a .' 1 • �r ', 11.Liked b>miamibeachnews ago 15 others ' I • thebassmoa•Following ••• .s. thebassmoa loin us tomorrow night for Miami Beach's c ( m,amibeachriews)Culture Crawl L with extended museum hours from 6- O 10 PM,free admission and free trolley service to participating cultural institutions. i In honor of eNationalPoetryMonth. 0. The Bass is partnering with M.rnr p aomiamifestival to bring poet - ',7/_• —..—... Jatenasherry to the museum for the Is vaii/1)1, activation Poems to Order."a •'tz.; s typewriter poet performance where �` *( Atena will create keepsake poems in — -( R collaboration with visitors.Plus.enjoy the latest exhibition.Sheila Hicks: Campo Abierto(Open Field).with drinks and small bites available for et • QLJ G.1 8 Liked by rsanchezart and 81 others I k • Add a comment... '." miamibeachnews 0•Following Milr Miam 6eac P!oritla , ., , . .,► miamibeachnews 0 You ve never C ,. ,) visited a museum quite like this!Join y, / us for our monthly Culture Crawl on r� idt 0,..J Wednesday.April 24 as we open the W _ 1 j' „ _ doors to 11 of the hottest cultural i institutions on RMiarniBeach from 6 ,' `: PM to 10 PM.for FREE! 4.10 A , )' 4 i . vm. ,.. i + ' Visit www.mbartsandculture.org or � click the link in our bio for more info - 6ori i` 1 ,�� a and to view the full line-up of exhibits Ira- i d° . 1114 ' '� t,I X11 r Q U G1 . r is i� Ate" 1 + k Y 1.702 views • .reit I r"� A_ Add a comment... 0 lincolnrd• -ic.. ••• TW •,� � ��. lincolnrd Tonight 6-10pm!l j j ' y 1 0 Tango will be featured as 1 of 5 things . tr. , 1' to do+�onL ncoln for this month's �� ` @miamibeachnew•s FREE Culture TI Crawl®@nwsymphony @frumbus , r yr I ° c It @oolitearts @miaminewdrama '� . 1 .I@thecolonytheatre `— F *MBArtsAndCulture • t ler:i ! t% i o ' ate C) Qu Q 484 views Add a comment... Ir7 - wolfsonian•Follow 1'• Miami,Florida E-* • wolfsonian So excited for tonight! '1 We've partnered with JOIN U S @miam beachnews and 7 J neighboring institutions for a FREE Wednesday, March 6 evening of a la carte culture.Just hop on the complimentary trolley service 6PM - 10PM stopping around*SoBe(or grab your bike or comfy walking shoes!)and take in the best of«MiamiBeach's art. IAMIBEACH performances.and botanical beauty. Participants include Cd:nwsymphony IOW CULTURE @fiumbus @wolfsonian @mdpl1976 @miamibeachgarden @thebassmoa ©oolitearts+Jewish Museum of tir C R AW L Florida. • Plan your night as you like it—choose p a couple of spots.or make the full #MBArtsAndCulture rounds,6-10pm.See link in bio for ..„,„. C? Qu Gl iLiked by miamibeachnews and 35 others MARCH 6 r• Add a comment... discominniene6ass •Follow ' 7 T -rYt ' v _ h !'' ,; { 3 x discominnie LOVED exploring my city `f gp- on last night s+culturecrawl with my '*- g •M��Gi'I't� irlfriends Jfes w Thanks to thea of*miamibeach and to the artists and galleries that welcomed us!a • Ombartsandculture*bassmuseum #wolfsonianmuseum*wolfsonian *miamidesignpreservationleague *artdecomiami*artdeco*miami *305*southbeach*arts*culture *artmuseum*museum *livelikeyoulivehere*love co> u Air 11,, Liked by miamibeachnews and 68 others • • •dd a comment •m••4 B tit jennyperezart•Following ,�► t` The bass ••• jennyperezart-So refreshing. i(2) 111/116' ond Chromt Sheila Escalade Hicks.Beyateliershe�alahicksicLands. • e-thebassmoa*culturecrawl A nicolehitchins imp Sd 2 likes Reply 44011. — View replies(1) 183 likes ,✓ S DAYS AGO 110111101111111rja _ . Add a comment.. miamiandbeaches•Following -.} M,ami Beach,Ronda ••• 1e � ltet miamiandbeaches All aboard!The ' latest Miami Beach Culture Crawl - takes place Wednesday.April 24th and features art culture,and block- by-block history.There might even be a live music surprise on select trolleys.:1111°„ji'l 11 t C • ® n Q LJ Q 4 Liked by miamibexhnews and 4tiYENgt . 2.284 others Add a comment... How do we know this is working? • Organic Content, with minimal budget spend, by engaging cultural institutions, residents, and our tourists, and asking them to be a part of a citywide night of culture. • Increased attendance at cultural institutions on nights they would otherwise be closed. • Increased ridership on our dedicated trolley system. • Increase awareness from local businesses, asking to take part. • Increased social impressions (Facebook, Instagram, and Twitter). Where do we go from here? The Tourism and Culture Department would like to continue to slowly build this program, to a point where it would encompass the full breadth of Miami Beach. We would like to see hotels, restaurants, and other entities come to the table with cultural programming, to allow even more opportunities for exploration, in order to peak the curiosity of repeat attendees. As part of the FY 19/20 budget process, we have put forth an enhancement request, which would allow us to increase our monthly marketing initiatives, while also allowing the City of Miami Beach to personally program one site for each Culture Crawl. We envision that to be a park or open space, where we would have a single curated experience to surprise and delight Culture Crawl attendees. In years 2-4, we would like to further increase our funding through the budget process and corporate sponsorship support, to fully allow for a city wide night of culture, with various venues and outdoor areas being programmed with large cultural programming to garner further media reach and have the City of Miami Beach Culture Crawl become a tent-pole in the Floridian Culture calendar. Should you have questions or comments, please do not hesitate to contact Matt Kenny, Director - Tourism and Culture at x6597 or mattkenny(a�miamibeachfl.gov