Resolution 2022-32055 RESOLUTION NO. 2022-32055
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE
CITY OF MIAMI BEACH, FLORIDA, ACCEPTING THE CITY
MANAGER'S DETERMINATION THAT A "HIGH IMPACT PERIOD," AS
DEFINED IN SECTION 82-443(1) OF THE CITY CODE, SHALL EXIST
FOR THE PERIOD FROM MARCH.3, 2022 THROUGH MARCH 29, 2022
("SPRING BREAK 2021") AND, ACCORDINGLY, APPROVING THE
CITY MANAGER'S SPRING BREAK 2022 PLAN (AS SET FORTH IN THE
ATTACHED MEMORANDUM); AUTHORIZING THE CITY MANAGER TO
IMPOSE THOSE HIGH IMPACT MEASURES, AS SET FORTH IN THIS
RESOLUTION, AND WHICH MEASURES ARE CONSISTENT WITH
SECTION 82-443 OF THE CITY CODE; AND APPROVING AND
AUTHORIZING THE CITY MANAGER TO IMPOSE SUCH HIGH IMPACT
MEASURES BEYOND THE INITIAL 72-HOUR TIME PERIOD SET
FORTH IN SECTION 82-443 OF THE CITY CODE, AND HEREBY
APPROVING AN EXTENSION OF THE HIGH IMPACT PERIOD TO
INCLUDE ANY OR ALL OF THAT PERIOD OF TIME FROM MARCH 3,
2022, THROUGH MARCH 29, 2022; AND WHICH MEASURES THE CITY
MANAGER DEEMS NECESSARY TO PROTECT THE PUBLIC HEALTH,
SAFETY AND WELFARE, AND TO PROTECT PUBLIC AND PRIVATE
PROPERTY FROM DAMAGE, DEGRADATION AND/OR
UNAUTHORIZED USES.
WHEREAS, the City of Miami Beach (the "City") is an internationally renowned
tourist destination that is famous for its beaches, shopping, entertainment, and nightlife;
and
WHEREAS, in recent years, the City has received an increasingly large number
of visitors during the Spring Break period, which has posed significant challenges
including, without limitation, increased traffic and congestion, and impacts to Police, Fire,
Sanitation, and Code Compliance services; and
WHEREAS, due to its domestic and international popularity as a resort
destination, the City attracts large-scale events and gatherings on City property,
including on public beaches; and
WHEREAS, authorized and unauthorized uses of City property and the beaches
during Spring Break have, in previous years, caused extensive damage, personal injury,
and property degradation, and have dramatically affected the quality of life of the City's
residents; and
WHEREAS, large crowds during the Spring Break period can cause severe
congestion and overcrowding on the City's streets, and result in excessive litter and
other debris on public and private property; and
WHEREAS, large gatherings during the Spring Break period can also create
excessive noise, disturb surrounding neighborhoods, and negatively affect nearby
businesses and residents; and
WHEREAS, a significant portion of these events occur on the City's public
property and beaches located in the MXE mixed use entertainment district (excluding
that portion of the MXE located between 73rd and 75 Streets) (the "MXE District"),
and in that portion of the CD-2 commercial, medium intensity district between
Pennsylvania Avenue and Collins Court, from 5th Street to 16th Street(the"CD-2 District");
and
WHEREAS, based on information obtained by the Police Department, this year's
Spring Break period is expected to stretch even longer than usual (i.e. from March 3,
2022 through March 29, 2022) ("Spring Break 2022"); and
WHEREAS, in order to mitigate such effects, Section 82-443 of the City Code
provides the City Manager independent authority, upon the City Manager's
determination that a high impact period in a high impact zone will occur (or is in
progress), to impose certain immediate measures to protect the public health, safety,
and welfare, and to protect public and private property from damage, property
degradation, and/or unauthorized uses; and
WHEREAS, the City Manager has determined that, pursuant to Section 82-443,
a high impact period will occur in high impact zones during Spring Break 2022 (i.e.
March 3, 2022 - April 12, 2021) ("High Impact Period"); and
WHEREAS, based on this determination, the City Manager intends (as has been
done in previous years) to invoke the provisions in Section 82-443 of the City Code, in
order to protect the public health, safety, and welfare; and
WHEREAS, at the February 23, 2022 City Commission meeting, the City
Manager advised the Mayor and City Commission of certain high impact period
measures, pursuant to Section 82-443, which she intends to implement during the High
Impact Period, including the following:
• The prohibition of any direct or indirect consumption of alcohol on
public beach property.
• The limitation of live or amplified music, except for City-approved and
permitted special events.
• The limitation of traffic routes to prohibit vehicular access to non-
residents, and permit access only for residents and those patrons and
employees of businesses located in the specific area where traffic
routes have been limited.
• The establishment of occupancy limits for different segments of public
beach property, and prohibiting access to those areas that have
2
reached those occupancy limits.
• The prohibition of coolers and inflatable devices on public beach property.
• The prohibition of tents, tables, and similar structures.
WHEREAS, pursuant to Section 82-443(c) of the City Code, the Mayor and City
Commission hereby approve the City Manager's request to extend the High Impact
Period for Spring Break 2022, in order to implement measures beyond the 72-hour
period set forth in the Code, for the period commencing on March 3. 2022, and ending
on March 29, 2022; and
WHEREAS, in addition to the measures set forth in this Resolution, the Mayor
and City Commission hereby approve the measures more particularly described in the
City Manager's Spring Break 2022 Plan, as set forth in the attached Memorandum.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR
AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the City
Commission hereby accepts the City Manager's determination that a "high impact period,"
as defined in Section 82- 443(1) of the City Code, shall exist for the period from March 3,
2022, through March 29, 2022 ("Spring Break 2022") and, accordingly, the City
Commission hereby approves the City's Spring Break 2021 Plan (as set forth in the
attached Memorandum), and authorizes the City Manager to impose those high impact
measures, as set forth in this Resolution. and which measures are consistent with Section
82-443 of the City Code; and approves and authorizes theCity Manager to impose such
high impact measures beyond the initial 72-hour time period set forth in Section 82-443
of the City Code, and hereby approves an extension of the High Impact Period to include
any or all of that period of time from March 3, 2022, through March 29, 2022; and which
measures the City Manager deems necessary to protect the public health, safety and
welfare, and to protect public and private property from damage, degradation and/or
unauthorized uses.
PASSED and ADOPTED this 3 day of F26r4'6W , 2022.
ATTEST:
Dan Gelber, Mayor
///''- 3/Ill crct
Rafael E. Granado, City Clerk
=�qH..• ••E9c, , APPROVED AS TO
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,0•'4"' & FOR EXECUTION
INCORPORATED
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Resolutions-R7 C
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Alina T.Hudak,City Manager
DATE: Febniary 23,2022
SUBJECT:A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA,
ACCEPTING THE CITY MANAGER'S DETERMINATION THAT A"HIGH IMPACT PERIOD,'AS DEFINED IN
SECTION 82-443(1) OF THE CITY CODE, SHALL EXIST FOR THE PERIOD FROM MARCH 3, 2022
THROUGH MARCH 29, 2022 ('SPRING BREAK 2022") AND, ACCORDINGLY, APPROVING THE CITY
MANAGER'S SPRING BREAK 2022 PLAN (AS SET FORTH IN THE ATTACHED MEMORANDUM);
AUTHORIZING THE CITY MANAGER TO IMPOSE THOSE HIGH IMPACT MEASURES,AS SET FORTH IN
THIS RESOLUTION, AND WHICH MEASURES ARE CONSISTENT WITH SECTION 82-443 OF THE CITY
CODE; AND APPROVING AND AUTHORIZING THE CITY MANAGER TO IMPOSE SUCH HIGH IMPACT
MEASURES BEYOND THE INITIAL 72-HOUR TIME PERIOD SET FORTH IN SECTION 82-443 OF THE CITY
CODE,AND HEREBY APPROVING AN EXTENSION OF THE HIGH IMPACT PERIOD TO INCLUDE ANY OR
ALL OF THAT PERIOD OF TIME FROM MARCH 3, 2022, THROUGH MARCH 29, 2022; AND WHICH
MEASURES THE CITY MANAGER DEEMS NECESSARY TO PROTECT THE PUBLIC HEALTH,SAFETYAND
WELFARE, AND TO PROTECT PUBLIC AND PRIVATE PROPERTY FROM DAMAGE, DEGRADATION,
AND/OR UNAUTHORIZED USES.
ANALYSIS
See attached memorandum and Resolution. •
SUPPORTING SURVEY DATA
See memorandum.
FINANCIAL INFORMATION
See memorandum.
Applicable Area
Citywide
is this a"Residents Right Does this item utilize G.O
to Know"item.pursuant to Bond Funds?
City Code Section 2-14?
Yes No
Legislative Tracking
Office of the City Manager
ATTACHMENTS:
Description
o Memorandum
o Resolution-Form Approved
MIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive. Miami Beach.Florida 33139.www.miamibeachfl.gov
COMMISSION MEMORANDUM
TO: Mayor Dan Gelber and Members of the City Commission
FROM: Alina T. Hudak, City Manager
DATE: February 23, 2022
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, ACCEPTING THE CITY MANAGER'S
DETERMINATION THAT A "HIGH IMPACT PERIOD," AS DEFINED IN
SECTION 82-443(1) OF THE CITY CODE, SHALL EXIST FOR THE PERIOD
FROM MARCH 3, 2022, THROUGH MARCH 29, 2022 ("SPRING BREAK 2022")
AND, ACCORDINGLY, APPROVING THE CITY MANAGER'S SPRING BREAK
2022 PLAN (AS SET FORTH IN THE ATTACHED MEMORANDUM);
AUTHORIZING THE CITY MANAGER TO IMPOSE THOSE HIGH IMPACT
MEASURES,AS SET FORTH IN THIS RESOLUTION,AND WHICH MEASURES
ARE CONSISTENT WITH SECTION 82-443 OF THE CITY CODE; AND
APPROVING AND AUTHORIZING THE CITY MANAGER TO IMPOSE SUCH
HIGH IMPACT MEASURES BEYOND THE INITIAL 72-HOUR TIME PERIOD
SET FORTH IN SECTION 82-443 OF THE CITY CODE, AND HEREBY
APPROVING AN EXTENSION OF THE HIGH IMPACT PERIOD TO INCLUDE
ANY OR ALL OF THAT PERIOD OF TIME FROM MARCH 3, 2022, THROUGH
MARCH 29, 2022; AND WHICH MEASURES THE CITY MANAGER DEEMS
NECESSARY TO PROTECT THE PUBLIC HEALTH, SAFETY AND WELFARE,
AND TO PROTECT PUBLIC AND PRIVATE PROPERTY FROM DAMAGE,
DEGRADATION AND/OR UNAUTHORIZED USES.
RECOMMENDATION
The Administration recommends approval of the Resolution for the upcoming Spring Break 2022
High Impact Period, including the measures set forth in this Memorandum.
BACKGROUND
In recent years, the City of Miami Beach (the "City") has received an increasingly large number
of visitors during the Spring Break period, which has posed significant challenges including,
without limitation, increased traffic, and impacts to Police, Fire, Sanitation, and Code Compliance
services.
In addition to impacting City services, Spring Break negatively affects our neighborhoods,
businesses, and overall quality of life.
Based on information obtained by the Police Department, this year's Spring Break period is
expected to stretch from March 3, 2022 through March 29, 2022. In order to protect the public
Commission Memorandum
February 23, 2022
Page 2
health, safety, and welfare, I may(as has been done in previous years)to invoke the City's High
Impact Ordinance (City Code Section 82- 443) during Spring Break 2022. Additionally, as
provided in Section 82-443(c)of the Code, I hereby request that the Mayor and City Commission
approve an extension of the High Impact Period for Spring Break 2022,for the period commencing
on March 3, 2022, and ending on March 29, 2022, If I determine it is necessary to invoke the High
Impact Ordinance during this period .
A. CITY'S HIGH IMPACT ORDINANCE
Upon a finding that a high impact period in a high impact zone will occur, or is in progress, City
Code Section 82-443 permits the City Manager to impose a number of immediate measures "to
protect the public health, safety and welfare including, without limitation, the protection of public
and private property from damage, degradation, and/or unauthorized uses." The Code permits
the City Manager to implement such measures for an initial period of 72 hours, which may be
extended by the City Commission.
1. High Impact Period
Section 82-443 defines a"high impact period" as
(1) An event, activity or period of time within a high impact zone for which no City-issued
special event permit has been granted, and either (i) in the prior calendar year,
generated attendance of more than 10,000 people; or(ii) if it is the first occurrence of
an event, activity or period of time, it is expected to generate attendance of more than
10,000 people, as determined by the City Manager, in his(sic) reasonable discretion;
or •
(2) An event that is held pursuant to a City-issued special event permit,which is expected
to result in attendance by more than 25,000 people within a high impact zone, as
determined by the City Manager, in his(sic) reasonable discretion.
For the past two years, Spring Break in the City of Miami Beach has met the definition of a
"high impact period" pursuant to Section 82-443(1).
2. High Impact Zones
The High Impact measures that apply during the High Impact Period shall apply to the
following areas of the City("High Impact Zones"):
• The public beach;
• The MXE mixed use entertainment district (except for that portion of the MXE district
between 73rd and 75th Streets){hereinafter the"MXE District"); and
• That portion of the CD-2 commercial, medium intensity district between Pennsylvania
Avenue and Collins Court, from 5th to 16th Street(hereinafter the"CD-2 District").
B. PROPOSED HIGH IMPACT MEASURES FOR SPRING BREAK 2022
The following measures may be implemented from March 3, 2022,through March 29,2022,within
the High Impact Zones identified in City Code Section 82-443(a)(1)and referenced above.
Commission Memorandum
February 23, 2022
Page 3
The attached Resolution requests Commission authorization for approval of an extended High
Impact Period to implement measures beyond the 72-hour period set forth in City Code Section
82-443 for the full Spring Break 2022 period. Specifically, the Administration requests approval to
implement any or all of the following measures:
1. The prohibition of any direct or indirect consumption of alcohol on public beach
property.
o City Code Section 70-87, which prohibits consumption, service, sale, and possession
of open containers of alcoholic beverages in public places, will also be strictly
enforced.
2. The limitation of live or amplified music, except for City-approved and permitted
special events.
o Except for City programs, no special event permits will be approved within High Impact
Zones for the duration of the High Impact Period. Special event permit requests for
proposed events outside of the High Impact Zones will be considered on a case-by-
case basis.
3. The limitation of traffic routes to prohibit vehicular access to non-residents, and
permit access only for residents and those patrons and employees of businesses
located in the specific area where traffic routes have been limited.
o The proposed Spring Break 2022 Traffic Map, attached hereto.
4. The establishment of occupancy limits for different segments of public beach
property, and prohibiting access to those areas that have reached those occupancy
limits.
o At this time, no occupancy limits have been established. But, should I decide to
impose occupancy limits during the High Impact Period, I will advise the City
Commission via Letter to Commission("LTC").
5. The prohibition of coolers and inflatable devices on public beach property.
6. The prohibition of tents,tables, and similar structures.
7. The suspension,or the issuance,of a business tax receipt("BTR")to promoters for any
dance or entertainment events to be held at an alcoholic beverage establishment
located in the MXE District and CD-2 District, pursuant to City Code Section 102-
360.
8. The suspension and closure of all or part of sidewalk cafe operations located in the MXE
District and CD-2 District, at 12:00 a.m.each night(including,without limitation,the
removal of all or any sidewalk cafe furniture if necessary), pursuant to City Code
Section 82-381(e)(1).
Additional details with respect to Spring Break 2022 Plan and the City's comprehensive multi-
Commission Memorandum
February 23, 2022
Page 4
disciplinary approach is attached hereto.
CONCLUSION
This Memorandum and attached Resolution shall serve to provide written notice to the Mayor and
City Commission, pursuant to City Code Section 82-443, of the High Impact measures I may
implement, including their intended duration. Also pursuant to City Code Section 82-443, the
Resolution requests permission to extend these measures for the period from March 3, 2022,
through March 29, 2022.
Each year, Spring Break draws a large influx of visitors to the City,which places demands on City
services, staffing, and other resources. In light of the anticipated impacts of Spring Break 2022,
the Administration has proposed the measures set forth in this Memorandum in order to protect
the public health, safety, and welfare of our residents and visitors, and maintain the City's overall
quality of life.
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MIAMIBEACH
OFFICE OF THE CITY MANAGER
NO. L-rc # 044-2022 LETTER TO COMMISSION
TO: Honorable Mayor Dan Gelber and Members of the City Commission
FROM: Alina T. Hudak, City Manag• I
DATE: February 1, 2022
SUBJECT: March 2022 Operations Update
The purpose of this Letter to Commission (LTC) is to provide an update on the City's
preparations for March 2022, including programming and departmental operations plans.
Multiple City departments have been meeting weekly in preparation for March to ensure
we are implementing a comprehensive and coordinated major events plan for the safety
and enjoyment of residents and visitors alike.
Our city-produced Miami Beach Live! weekend-long programming is scheduled between
March 1 —March 29, 2022, which includes Carillon Wellness village, family zone, art
wall, basketball court, dog park activation, Friday night movies on the beach, Saturday
night ticketed concerts, Sunday Dine arounds and more. Additional updates on planned
programming will be disseminated via future updates to the Commission
DEPARTMENTAL PLANS
Police
The Police Department has gathered a comprehensive list of spring break schedules for
colleges across the country to determine peak periods and is keeping track of
hotel/vacation rental occupancy rates. Additionally, they are closely monitoring open-
source information for parties at nightclubs, bars and party-homes. PD is working
collaboratively with Code Compliance to address any violations.
Police will be increasing its daily staffing levels with extended hours from February 22—
April 3, 2022. Residents, business owners and visitors can expect to see an increased
police presence along the causeways, 5'h Street corridor, Washington Avenue, Collins
Avenue, Ocean Drive, and the beach. Uniformed officers will proactively patrol in
vehicles, ATVs, mules, bikes, and on foot. Additionally, the Motor Unit will conduct
proactive traffic enforcement details throughout the City.
Marine Patrol officers will have enhanced staffing and additional vessels on the water
and will also work additional hours to maximize visibility on the waterways. PD will
continue to collaborate with the U.S. Coast Guard to address the illegal charters and
other maritime issues. Marine Patrol will have enhanced coverage 7 days a week during
the month of March.
The City already has 16 fixed License Plate Readers(LPRs) along our causeways and
main thoroughfares that will be monitored throughout the month. Additionally, mobile LPRs
will also be deployed along the 5`h Street corridor during peak weekends in March.
These mobile LPR's manned by Police officers will add an additional layer of safety and
visibility.
The MBPD has requested assistance from surrounding law enforcement agencies and
anticipates the support we've received in years' past. Mutual aid from the Miami-Dade
County Police Department as well as other agencies has been requested to augment
visibility along Collins and Washington avenues and the causeways into the City.
The Police Department will coordinate the deployment of the Goodwill Ambassadors
comprised of volunteers from Miami-Dade County's Office of Community Engagement
as well as City of Miami Beach employees.
Fire
Miami Beach Fire will also have augmented staffing throughout South Beach. Fire
Inspectors will conduct nightly inspections on weekends throughout the Art Deco
Cultural District(ADCD). Ocean Rescue will double staff the lifeguard towers between 4
and 14 streets as needed and Public Safety Communications will add one additional
dispatcher assigned specifically to South Beach. Emergency Management will monitor
public safety and operations departments and coordinate their response as necessary.
Code Compliance
The Code Compliance Department will have enhanced staffing starting on February 28,
2022. Staff will be assigned on foot, ATVs and bicycles in the ADCD. In addition,
proactive patrols will be assigned to address conditions citywide. Coverage of both the
ADCD and Short-Term Rental(STR)dedicated teams will be increased with uniform and
plainclothes Code officers to provide maximum coverage to address conditions,
including clubs and party houses. Miami Beach Marina Code coverage will be increased
from 12 p.m. to 12 a.m., 7 days a week with 12-hour shifts. Teams will also be doing
outreach to the clubs prior to March to advise on the regulations regarding
promoted/self-promoted events.
Transportation
The Transportation& Mobility Department will be monitoring traffic conditions on major
thoroughfares and will work with the Police and Marketing&Communications
departments to manage congestion and disseminate information on major traffic
incidents throughout the City.
Together with our Parking Department, the Transportation & Mobility Department is
developing a comprehensive transportation plan for the Miami Beach Live! event. The
plan will leverage various parking garages in the area to serve as park-and-ride facilities
shuttling patrons to and from the event using either an on-demand transit service or the
City's trolley service.The City is also exploring designating rideshare pick-up area(s)in
proximity to the event.
Our City departments continue to augment and update plans in real time and I will ensure
that the Commission is kept continuously informed. It is the intention of the
Administration to be as prepared as possible to maintain resident quality of life as we
welcome our March visitors who have chosen to vacation in Miami Beach, while
reminding them how to have a safe and responsible time. Thank you for your support.
ATH
MIAMIBEACH
OFFICE OF THE CITY MANAGER
NO. LTC# 048-2022 LETTER TO COMMISSION
TO: Honorable Mayor Dan Gelber and M mbers of the City Commission
FROM: Alina T. Hudak, City Manag
DATE: February 9, 2022
SUBJECT: March 2022 Programming Update
The purpose of this Letter to Commission (LTC) is to provide an update on the city-produced
Miami Beach Live! programming for March 2022. The weekend-long programming is scheduled
between March 1 —March 29, 2022.
Miami Beach Live! will take place between 10— 13 streets and will include the Carillon Wellness
village, family zone, basketball court and other coordinated sports activations, a dog park
activation, Friday night movies, a Saturday night ticketed concert, Sunday Dine Arounds and
more.
We previously notified the Mayor and Commissioner of the cancellation of Erasure's World
Tour, including their scheduled performance at Miami Beach Live! for the Dance Weekend,
March 4—6. We are excited to share that we have secured Wilson Phillips as the headliner for
the March 5 concert. The concert schedule is as follows:
• March 4-6 Dance Weekend, includes performance by Wilson Phillips;
• March 11-13 Pop Weekend, includes performances by Alanis Morissette and Jon
Baptiste:
• March 18-20 International Weekend, includes performances by Juanes, Antibalas and
Nu-Deco Ensemble with Cima Funk;
• March 25-27 Broadway Weekend, includes performances by Bernadette Peters, Brian
Strokes Mitchell and Miami Beach Classical Music Festival Orchestra.
Tickets were made available to Miami Beach residents on December 17, 2021 and to the
general public on December 20. 2021. To date nearly 7,000 tickets have been secured
(combination of resident free tickets and purchased) for the month-long activation. Additionally,
tickets for the recently announced Wilson Phillips show will be released to Miami Beach
residents today, February 9, 2022 and on sale to the general public on Friday, February 11,
2022.
Marketing & Communications Update
On December 17, 2021 we launched our Miami Beach Live! campaign as the first of three
campaigns aimed at shifting the narrative of Miami Beach tourism. The Miami Beach Live!
campaign has a heavy out of market presence in the tri-county market, complemented by media
campaigns in Atlanta, Chicago, and New York City, as well as digital, social, and key search
word implementation. All creative collateral is intended to present Miami Beach as an ideal
destination for families and couples. Below you can find a selection of our creative collateral for
this campaign:
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To complement the Miami Beach Live! marketing campaign, we will launch our"Take Care of
our City"campaign on February 18, 2022. This campaign will not focus on drawing consumers
to Miami Beach, but will rather focus on the visitors who are already present. The campaign
has a three-pronged approach with a focus on educating and reminding visitors about our local
laws, while welcoming them to our City, and promoting the myriad of things we have to offer,
including cultural entertainment, culinary, health and wellness, events, shopping, etc.
In order to ensure that our message reaches the demographic that has historically come to
Miami Beach during this time, our market research showed that the message would be best
received by a younger demographic or trusted source. With that in mind, we have enlisted the
help of four local influencers to lend credibility and deliver this message in a voice and tone that
our Spring Break demographic will engage with and trust.
The second piece of our campaign will rely on local and business influencers, where we are
relying on our residents and businesses to join in the campaign. In order to participate, they can
provide us with a high-resolution image, along with their top safety tip and a list of their favorite
things to do in Miami Beach. On February 10, we will hold a community webinar for residents,
that has been promoted via the Clerk's office, our e-briefs and on social media. A link to the
recorded webinar will be sent to residents via our next e-briefs newsletter on February 11, for
anyone who was unable to join.
The Loews Miami Beach Hotel has provided the following incentives for the City to raffle away
to those who participate, which we hope will help drive resident engagement with this campaign:
- Prize 1: $200 certificate at Lure Fish Bar value)
- Prize 2: 2-night stay at the Loew's Hotel (appx $500)
- Prize 3: SOAK Poolside Cabana Certificate ($750 worth)
The campaign will focus on promoting our local laws, by including creative collateral that will be
displayed at the entrances to the beach, as well as a social and digital campaigns promoting our
safety messaging. Creative examples of our safety messaging can be found below:
LOCAL LAWS LOCAL LAWS
BEACH PE AC
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• Duvine under tire influence • Loud music
sommonomti is illegal • Large coolers �mmi
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irresponsibly,or on the
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• Violence of any kind will not Ma curt CODE SEC.EId43
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The administration is also producing barricade covers with a QR code that will drive users
directly to our safety messaging on the website.
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The marketing collateral is eye catching with neon pops of color, and each piece will have a
unique OR code, that when scanned, will take the user to a dedicated web page that outlines
that individuals top safety tips for Miami Beach, as well as a list of their favorite things to do in
the City.
As of February 8, the following partners have verbally agreed to join this campaign: DJ Irie.
Official DJ of The Miami Heat; Lee Schrager, Founder SOBEWFF; Miami City Ballet; The Bass
Museum. Barry's Bootcamp; Muscle Beach; Dave Doebler, Environmental Activist; Sabrina
Cohen, Sabrina Cohen Foundation; Jonathan Tamen, Miami Beach Youth Commission: Jessica
Goldman, Co-Chair Goldman Properties & CEO Goldman Global Arts; Ray Breslin, Collins Park
Association, President. David Sexton, Normandy Fountain Business Improvement District; Troy
Wright, Washington Avenue Business Improvement District; Vida Estilo Group — Hospitality
Group; Athena Dion — LGBTQ+ Performer; Queen of Flipss , LGBTQ+ Performer: Miami Beach
Convention Center/Public Art Collection. City of Miami Beach Police, Fire/Ocean Rescue, and
Parks & Recreation.
The campaign will utilize multiple tactics to relay our message, including Out of Home
installations at the airport, banners, digital web banners, targeted social media posts, keyword
search, bus shelters, and trolleys wraps. The campaign was presented and supported by both
the Miami Beach Black Affairs Advisory Committee and the Miami-Dade Black Affairs Advisory
Board. On January 21, the administration presented the campaign to over 75 community
stakeholders, including Business Improvement Districts, cultural institutions, hotel GM's, and
local businesses to inform them of the campaign and educate them on how they can become
directly involved.
The campaign will be supported by a $50,000 media spend, paired with informational outreach
seminars to community organizations, colleges and universities, student unions, fraternities and
sororities in order to educate them on Miami Beach laws, as well as to get ambassadors on their
campuses to help spread our message. We believe the success of this campaign will be a
template for how we communicate with visitors during future high-volume periods Other
examples of our local influencer collateral can be seen below —all creative imagery are
placeholders for presentation purposes only.
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As additional elements of our programming and marketing campaigns become available, I will
ensure that the Commission remains updated It is the intention of the Administration to be as
prepared as possible to welcome our March visitors who have chosen to vacation in Miami
Beach,while reminding them how to have a safe and responsible time. Thank you for your
• support.
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