014-2000 LTC
CITY OF MIAMI BEACH
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
http:\\ci.miami-beach.fl.us
14-2000
L.T.C. No.
LETTER TO COMMISSION
January 26,2000
TO: Mayor Neisen O. Kasdin and
Members of the City Commission
FROM: Lawrence A. Levy \.~
City Manager ~ \.
SUBJECT: IMPORT ANCE OF THE BEACH AND IT'S ECONOMIC IMPACT
Attached you will find a narrative and presentation prepared by the Department of Community and
Economic Development regarding the "Importance of the Beach and its Economic Impact". The
Mayor will be utilizing this presentation during his visit to Washington D.C. during the U.S.
Conference of Mayors to persuade the Congressional Delegation to support our legislative efforts
to create a dedicated funding source and to approve alternative sand sources for our beach erosion
and control efforts.
If you have any questions, please contact me.
LALlC~ar
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attachment
c: Christina M. Cuervo, Assistant City Manager
Kevin Crowder, Economic Development Specialist
Bruce Henderson, Environmental Specialist
Marilyn Thompson, Jorden Burt
Marion Turner, Jorden Burt
Coastal Mayors Committee
City of Miami Beach
Importance of the Beach and it's Economic Impact
City of Miami Beach
Economic Development Division
1700 Convention Center Drive
Miami Beach, FL 33139
(305) 673-7193 · fax (305) 673-7772
kcrowder@ci.miami-beach.l1.us
City of Miami Beach
Importance of the Beach and it's Economic Impact
Importance of the Beach
- The Beach is directly tied to tourism and the attraction of new industries.
- Tourism is the largest contributor to Miami Beach's economy.
- The Beach is a primary factor in attracting and cultivating the fashion, film and entertainment industries.
- These industries have a positive direct and indirect economic impact throughout Miami-Dade County.
Objectives
- Educate key participants (Miami-Dade County, State, Dade Delegation, Federal Representatives) on the
economic significance of the beach as a natural resource to the Miami Beach and Miami-Dade County
economy.
- Create a dedicated funding source to perpetuate the "Beach" asset to sustain long tenn economic growth and
stability .
- Target State funding of $30 million for beach renourishment projects.
- At the Federal level, confer with Army Corps to pursue alternative sand sources.
Enhance Florida's competitiveness in the fast growing Latin American tourism, entertainment and internet
industries.
- Improve protection of economic infrastructure from damage due to hurricanes and stonns.
1999 Revenues in Miami Beach
Tourism is the largest contributor to the Miami Beach economy, with over $800 million in direct tourist spending in
1999. This spending generated over $1.5 billion in total output into the local economy, and over $430 million in
earnings. The greatest part of this spending occurs within two blocks of the beach. For example, the sidewalk cafe
lined ten-block stretch of Ocean Drive generates over 20% of all food and beverage sales in the entire city due to its
location across the street from the widest part of the beach. This area is currently undergoing its third wave of
investment in the last 15 years. Additionally, a three-block shopping district located one block west of Ocean Drive
generates approximately $62 million in retail sales annually, accounting for 28% of tourist retail spending in the
city. Its location one block from the beach and Ocean Drive has been the critical factor in the area's successful
redevelopment from one of dilapidated, vacant buildings into a thriving retail district with over 30 nationally
recognized, upscale retailers.
The entertainment industry also produces significant revenues that are directly and indirectly dependent on the
beach. The beach was the key factor in the initial development of Miami Beach as a preferred location of the
fashion/print industry for photo shoots. The growth of other entertainment industries (film, music, internet, etc.)
came about as a direct result of the critical mass that was created by the fashion/print sector. Approximately 65% of
all location activity (photo and film shoots) occurs directly on the beach.
Tourism Industry................................................................................................... .$818,306,309
- Hotel Rooms........................................................................................................................... $369,889,260
- F&B............ ..... ....... .............. ........... ............................... ............ ........................................ .....$177,732,788
- Retail Trade............................................................................................................................. $225 ,957,961
Entertainment Industry.......................................................................................... .$307,059,252
- Local Operations .....................................................................................................................$236,517,200
- Events/Trade Shows................................................................................................................. .$12,5 86,000
- Location Activity...................................................................................................................... $57,956,052
Tourism Industry
It goes without saying that tourism in Miami Beach, and all of Florida for that matter, revolves around beaches and
weather.
The two most important factors in the rebirth of South Beach as one of the most recognized cities in the world were
the revitalization of the Art Deco Historic District and the development of a world-class beach environment. The
continued success of South Beach is directly related to the maintenance, enhancement, and cross-utilization of both
resources.
Miami Beach is the only city in North America that combines a world-class beach with a vibrant urban community
in a tropical climate.
Where Tourists Stay in Miami-Dade County
Miami Beach houses more tourists (39%) than any other area of Miami-Dade County. Additionally, South Beach
attracts over 7 million tourists from the region, making it one of the most popular tourist destinations in the State of
Florida, attraction more visitors than the country's three largest national parks combined.
- Miami Beach.................................................................................................. .39 .00/0
- Downtown ....................................... ...... .... .................... ..................................11.60/0
- North Dade.................. .................................. ................................................. .13.5%
- Airport Area ....................................................................................................18.4%
- Grove/Gables/Key Biscayne . ........ ............. ...................... .......................... .......9.2%
- South Dade........................................................................................................ 8.20/0
What Tourists Do in Miami-Dade County
Tourists visit Miami-Dade County for three primary reasons: Weather, Beaches and Shopping. The combination of
beaches and shopping has a significant economic impact throughout the County. With the exception ofBal Harbour,
none of the primary shopping destinations in the region are located in a beach or resort community. This guarantees
that the economic impact of tourism is spread throughout many communities in Miami-Dade County.
- Beaches...........................................................................................................5 8 .50/0
- Downtown Miami (Shopping) ........................................................................35.2%
- Aventura Mall (Shopping) ..............................................................................31.3%
- Sawgrass Mills (Shopping) .............................................................................14.1 %
- Nightclubs .......................................................................................................11.40/0
- Bal Harbour (Shopping)..................................................................................11.2%
- Lincoln Road.............. ........... ............ ..... ....... ............ ................... ...................1 0.3%
- Golf.................................................................................................................. .6.40/0
Local and Regional Expenditures of Miami Beach Tourists
Miami Beach alone cannot provide the amount of goods and services that will meet the consumer demand of the
tourists that visit Miami-Dade County. For example, of the 40% of visitors that stay in Miami Beach, 79% of their
shopping is done elsewhere in the County.
- Shopping ......................................................................................... $1 ,052,295,399
- Miami Beach... ................. ....................... .............. .......... ................. ......... ....... ............. $225.957,961 (21 %)
- Rest of Miami-Dade.................. ......................................$826.337.438 (79%)
- Entertainment ..................................................................................... $919,694,53 I
- Miami Beach......... ................................... .............$298.307,205 (32%)
- Rest of Miami-Dade .................. ........................ ....... ....$621,387,326 (68%)
Miami Beach Entertainment Industry
(Fashion, Film, Music, New Media, Production, TV/Cable)
The newest sector of the Miami Beach economy is the entertainment industry, which is made up of the
Fashion/Print, Film, Music, New Media (Internet), Production, and TV/Cable sectors. All of these sectors depend on
the beach for their success in varying degrees. The evolution of the entertainment industry in Miami Beach began
with the fashion/print industry in the mid to late 1980's. Modeling agencies and production companies that
traditionally only used Miami Beach as a location began setting up offices in the city during the rebirth of the Art
Deco Historic District. The Miami Beach Entertainment Industry has developed to the point that in 1999, 127 Miami
Beach Entertainment firms generated over $300 million in direct economic activity. Today the beach serves as a
location not only for the fashion/print sector, but also for television shows, commercials, music videos, and feature
films. Maintenance and enhancement of our world-class beach is critical to the continued growth of this industry
that is always looking for something new.
Significant Contributors
- Sony Music International and Sony Discos
- Yupi.com
- Cisneros Television Group
- Big Time Productions
- Elite Models
- MTV Latin America
- Billboard Latin Music Conference
- Ford Models
- Starmedia Network
- Film Florida Conference
1999 Economic Impact
National Campaigns
Feature Films
Armani
Donna Karan
Macy's
Bloomingdale's
Versace
Neiman Marcus
SAKS
Sharper Image
Home Depot
Perry Ellis
Any Given Sunday
Random Hearts
Something About Mary
Out of Sight
Holy Man
Cutaways
The Crew
Birdcage
- Number of Companies ...................................................................................................... 127
- Number of Employees .................................................................................................1,890.
- Revenues........ ................................................................................................... $307,059.252
Local Operations ................ ............. ............ ................ ..... .............. ...... ..... ............... ..... $236,517,200
Eventsrrrade Shows........ .................. ................ ...........................................................$12,586,000
Location Activity ................ ........................................................$57,956.052
"Full-time employees only. Does not include talent (actors. models. musicians)
Natural Disaster/Flood Protection
In addition to the obvious economic impact of the beach, beach erosion presents an equally obvious economic threat,
due to its role as the City's front line defense during hurricanes and storms. The economic damage to property and
the recovery costs that occur due to hurricanes is significantly increased when the beach is allowed to erode away.
The Army Corps of Engineers estimated that more than 70% ($50 million) of the damage caused to upland
properties in Panama City Beach by Hurricane Opal would have been prevented if their pending beach
renourishment project had been completed before the storm.
From 1989 to 1999, the total assessed property value in the City of Miami Beach rose 113% from $3.27 billion to
$6.96 billion. This is due to the phenomenal investment and development activity generated by the rebirth of South
Beach and the Art Deco Historic District. Since 100% of this property is located within the Hurricane Storm Surge
Flood Zone and within 1 mile of the ocean, the potential for catastrophic damage to the City's economic
infrastructure is substantially increased without an ongoing and effective beach erosion and storm protection
program.
Summary/Findings
- Beach-related revenues represent over 40% of the total economic activity in Miami Beach.
- Tourism not only benefits Miami Beach but also has a far-reaching positive economic impact on all of
Miami-Dade County.
- The Beach, as a natural asset, has helped attract and cultivate the Fashion, Film and Entertainment Industry
that has grown from $94 million in revenues in 1990 to over $300 million in 1999.
- Lack of a dedicated funding source to sustain and enhance the beaches will have a devastating impact on this
region's economy due to loss of customers, loss of industry and/or damage from natural disasters.
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