037-2000 LTC
R, PARCH-st.
CITY OF MIAMI BEACH
CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139
http:\\cLmiami-beach,fJ,us
L.T.C. No.
37-2000
LETTER TO COMMISSION
March 1, 2000
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TO:
Mayor Neisen 0, Kasdin and
Members of the City Commission
Lawrence A. Levy ~
City Manager
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FROM:
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SUBJECT: MIAMI METRO MAGAZINE, MARCH 2000
Attached is a copy of an article from the above-captioned magazine entitled "You Are Where You
Live," The Mid-Beach area was included in this article,
LAL:9.cd
Attachment
F:\CMGRI$ALLIL TC-OOIMIAMI.MAG
You Are Where You Lhle
From The Cocktail You Sip To The Car You Drive, Here's VVhat Your
Zip Code Says About You. by Helen Hill
\'\'"ho cares - besides you - whether you or
your neighbors read the New York Times or the Sational Enquir-
er, watch C0Il'i or game shows: prefer opera over football?
Wel!, researchers care, A lot. Every time you use your credit
Gird, order by mail or fill in one of those online request forms,
you're divulging treasured information to be added to survey
results and statistics from federal, state and local sources,
Armed with everything there is to know about 1001 tastes,
wants and needs, they can uncover hidden patterns of behav-
iors and summarize you and your neighbors to fit stereotypes,
The dara, classified by zip code, is nearly-packaged into neigh-
borhood lifestyle segments,
Segmentation enables marketers to get the lowdown on
potential customers' lifestyles and behavior, develop media
strategy and target their best prospects, If you've ever won-
dered why a fast food restaurant or drug store chain is opening
in your area, you can be sure the company did its homework
with such research material before it moved into the market.
Claritas Inc" a national market research firm is a main source
of our "you are where you live" data, Claritas classifies every
D,S, neighborhood into one of 62 distinct clusters, which are
PHOTOGRAPHY BY JOSH PREZANT
grouped into 15 broader social groups with names such as
'Country Squires" (weaithy, household incomes of $75,000 or
more), "Money & Brains' (affluent, income between 555,000
and 574,500) and "Young Iru1uenrials" (upper-middle class,
income between 542,000 and 555,(00), Another source is the
national market research firm, CACI Marketing System, which
breaks down neighborhood profiles into 43 separate clusters
such as "Affluent Families," "Upscale Households," and "Retire-
ment Styles,"
If all these groupings sound unlike your typical m:o-incomes-
to-pay-the-mortgage, two-weeks-a-year-vacation family, be com-
forted by the old adage, "there are lies, damn lies and statis-
tics" You may nor slot easily into Coral Gables' "Pools &
Patios" category, or Miami Beach's "Urban Achievers," but
when the computers start churning out the stats, rest assured
that somewhere (and it could be anywhere from :Vlaine to Ore-
gon) there is a neighborhood segment with :;our profile in it,
To highlight just what they're saying about some South Flori-
da neighborhoods, check out the following five zip codes,
(:'-iote: The charts show median incomes, not to be confused
with average incomes, which may be much higher,) >>>
MAP ILLUSTRATIONS BY E'1IC HA~ISON
This is still the land of the condo dweller,
with more than half the population living in mid-and high-rise
buildings and another 15 percent renting in amenity-loaded com-
plexes, Single-family homes are still in a minority, sheltering only
10 percent of the population, but with new developments
planned, th:n figure is likely to increase, (Note: The information
in this section refers to the 33180 region of Aventura,)
Aventura residents watch a lot of cable TV, read twice as
much as the national average and spend more than $1,000 a
year on fine jewelry, A detailed study shows Aventura has a
majority of "Gray Power" - golf-playing, health-monitoring,
investment portfolio-tending, affluent retirees who favor The Trav-
el Channel, Bon Appetit ;lnd Modem l'vlaturity, while "Urban
Achievers" (who are ethnically diverse with a blend of youth and
age) are likely to watch Nzghtline and
scan Gourmet and Spill, "Big City
Blend" - mostly foreign-born immi-
grants who work both white- and
blue-collar jobs - nO( only watch
NYPD Blue but also are most likely to
order items from infomercials. Their
reading matter covers the gamut from
Car Craft to Shape, Baby Talk and
Vogue, "American Dreams" - married
couples with or without children as
well as affluent, successful single par-
ents - watch The Disney Channel,
pay-per-view sporting events and listen
to news radio, "Single City Blues" -
who are often found near urban uni- 1:...
versities and include students, some W
children and a mixture of races -
watch The Movie Channel and read
Working Womnn and DiscoCel'
If you live in 33180, your favorite activities mav include taking
a cruise vaGltion, water aerobics, eatlng at seafood restaur.lnts,
playing the lottery weeklv, buying jazz music, traveling by rail-
road and banking online,
BY THE N'J~BE,gS
Estimated population ...................... ....................................,, ........16,362
Number of households........................,......,..........................,..., ............ 7,820
Median household Income ..............,..............,........................... .................$42,043
Household income less than SSOK..........,......,.......................................,......,.....,57,9%
Household income SSOK-$100K ......................................................., ..21,9%
Household income more than $100K..............,........................,........,........,........,20.2%
Number of condominium buildings ............................................ ..................,.45
Condo price range ,................'.........., ..............................,.... ....,..S150,000-S350,000
Number of rental buildings...., ..,....5
Rental price range ................,.., ........S950-$1 ,350
Buildings that take pets (with restnctionsl ......5
Single-family homes ............,......,........................" ,500
Home pnce range ........................,..S350,OOO-$550,000
Real property taxes (on a $200,000
property without homestead exemption) ....,..............$4,544
Supermarkets .................,..........,......, ........,............, ..4
Malor malls.............................. ......................,..1
Bagel places ..,....,..................,......................,....,....,....5
Italian restaurants ",........"""",.."", ,'..""" ,,"'" """""" 7
Plastic/cosmetic surgery offices ................................,19
Movie theatres......,....................,............,2 (40 screens)
Gas stations ............,..............,......, ...., ................... ......2
1999 number of reported crimes
against property......................,....3,026 (all of Aventura)
Crimes against persons,......".."...."""",..",....".."",260
Change in crime rate
(from 1998 to 1999) ....,..,....................................,-3,9%
Coral Gables is noted for strict zoning laws,
which keep homes and streets pristine, ,-\s a resident, you
must cut your lawn, paint your howie an approved C:Jior :md
may not park trucks or trJilers in your driveway.
If you live in this area and neighboring Zip 33134, you're
probably pretty affluent with a lifestyle to match, Of your
three cars, one or more mav be foreign, You often go to
sporting events, plays, the theater and art museums,
This area of the Gables is described as "Wealthy Seaboard
Suburbs," Residents are married, middle-aged professionJ.ls at
the peak of their lifetime earnings with a relatively high share
of disposable income, They rank among the highest for auto
club memberships and travel
extensively, Media preferences
include Metropolitan, Boating and
Yacbting, and the New york Times,
At the top of the heap are "Blue
Blood Estates": elite, super-rich
executives, profession:lls or "old
money" heirs aged 45-64 accus-
tomed to privilege and living luxu-
riously - one in 10 in this group is
a multimillionaire, They're likely to
play tennis, use household cle::ming
services and visit Europe,
In the same age group, "\X'inners
Circle" is defined as suburban fami-
lies who make their living as exec-
utives and mayor may not have
children, They go downhill skiing,
visit Europe, bank online, own a
piano and use whole bean coffee,
:.I:.lrried cou;>!es living tl1e gccc. :~:-c 3f:e:" ~he chilc;t:~:l. ~:.lve
left the nest :.lre dubbed "'Pools ....\: ?:::.::ss.q DU31 inCOi:";e5 SLlp-
~CiL rich, :lC:~''':: lives inc:uding :'-::'.-::-::;;g ~'i;.~~- or bu.-;::"':c:.;.~-
cbss on fore:;~. trips, visiting J:.:~::--. J::d A.sia. J.nd p::l::ing leL;
cf te"nis,
:: 'f THE ~J J I,~ 3 ~ ,~ S
:stlmated populatier; ...............
Numeer cf househe'cs
IVleaian household :r~c::me ...............
........,...,.......,... J,5C:5
................. .......,J,. 53
..........331 ,2CJ.
Hcuser;old incomeess :I1an S50K.. ................ .................................30,9%
HouseMld income S50K.S100K, ......27.9%
:1ousehold income ~cr= than $1 OOK ......................... .. ........11.2%
,~umeer :f ::~comin.um :ulldrngs ...........3
CondO ere, ~;e ,.............3125,:00. 3250,OCO
C~nccs :"'a: :.~,o(e ,:<?tS ..................... ........_
'lumber :: ',,-tal bUllcings ....,..'er; :ew
ilental cree '~tge ... ,...............,32CO- 31.3CO
Single ~ai"'':<'i ":c~es (estimatec) ............. ...3.370
Home ::rce ~~:~~e .................S250,CCC-55CQ,CCO
ileal preee:7l z<es (S200.000 prope:7j
no horr.es::=?: ;xemp::cn!.. .............:3.1.566
::::iJcerr:;arol.e:s ......".............................. . ...........2
,'~arls...,
Sage! ~I~ces ................ ..............................
:taiian ~=S:2.'_~;"".3... ..........................................
o'astie/e:s,7,~: ,urger; effieas ......."
\lcvie :re2::':s ..... .............. ....2 ::.1: ~Quses
3as sta::crs
,=1eportec .:;-:.~=s 2gainst
preeert'/' 999
Recortec :;-:-:$ :.;ains! ~erscns
. '?"''''
................t."'.:...:..
1999i ..
(Ncte: No ,:c~,c,c=s in past two 'fears,
C:-:ange:n ::'"~e "'ate:,-:g9S-i999) _'. ............-'30/0
I.A .~ :: ::'i 2 I) O:J M I A 1I J ~ ~ i tI a '.t ~ l .'., _= 'j: 45
- ...,."- _.':.~'~~
Older, single-family homes line mid-Miami
Beach, from Aiton Road to Pine Tree Drive.'
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This zip code covers the are:l kno\\'n as
,vlid.Be3c:" stretching from D3de Bc..lle\'3rd to 'S.ire Street and
includes the Collins Avenue Condo Canyon, w3terfront homes on
Pine Tree Drive and f3mily homes elating back 30 years or more
in the streets around 41st Street and along Alton Road People in
this area keep up with the latest fashions, enjoy shopping and go
to an museums 73 percent more than the n:Jtional aver.Jge,
The dominant group is "Gr.JY Power" (also described J.S "Active
Senior Singles"') - middle-income seniors, manv widowed, with
more than 40 percent in single-person househoiels, Li\:ing in
apJ.rtments, they are educated and slightlv more inclined to S:l\'e
than invest. They tend to use coupons and spend money on spe-
cialty food items, romance and mystery
books and lottery tickets,
In complete contrast, the are:l 31so bo3sts
its share of "Young Liter:lti" - upscale
urban singles and couples between the
1ges of 25 and 44 with a household
income of 563,400 who are most like!v [0
plan for large purchases, take \"1tamin;, me
a discount broker, watch the Br.Jvo channel
:md re3d CQ. In the S3rne 3ge group but
with a more modest income are the "urban
Achievers," who buy new Satums, shop at
Banana Republic, attend rock concerts J.nd
eat pita bre::Jd,
Further down the income sole are "Sin-
gle CitY Blues," who :lren't necessJ.rilv
loyal t; p3rticular br:tl1els, buy 5250 s~b
beels, shop at the W:lrner Brothers store
and purchase more than seven software
progr31us :mnually, The researchers ::Jlso
pinpoint one of .\liami Be3ch's ch::Jracteris-
A
~
tic groups as "Hispanic .\lix' - ';\'l1ich is ccmp:'\,ed or ,ingles
:lnd ranlilies. :.1ges 1:3-,3-L \\"Ori-:iilg i.n :,lue-...:::.ibr _~;- Se:-::C~ jces
and earning less than 520,000 ?e hou,ehcid, T:,e\' te:'.ci to ll:'e
n10ney orders and cJUe:- ID. :.ire :-Jns or" prcfessicnJI 'c~:Jsketb;jll
;1nJ. listen to SpJnis~-l:lr.guage :":l.oio,
3Y iHE >~ ,''''3.:~S
Estimated population, , 2-1.37-
Number of households... .........,. 12.~O:
Household income less than S50K , , ' 53%
Household Income S50K.S100K , , '0
Household Income :l1ore than S,OOK ': - c
Number of condominium b~,;c:ngs -
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n I,.:""
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-".' I ;1..
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Genco ;Jrice rar;ge
C,Jndcs ~hat :a,,:,e oets
Number of ren:al ouildlngs
ilental Drice range
Single 'amily ,iomes
:-iome ;)rice rar.~e
S~ 30.=::'~S350.:2C
. . ~J.'.:'
3250-31.25,J
2,;; 0
3250, ':C'=~3650.COC
,
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t
ileal property :axes (S200,OCO
','ilmout ncmes:ead ex emotion) .
SUDe~markets
S~oppinq ."nalls
3agel places
:tallan restaurants
?Iastic/cosmet'c s'Jr~erl offic2S
,'.1Qvle Cheaters
Gas staticns
ilecorted prooer:y crimes
:all of Miami 8eacn, 1999)
ileported cnmes against ~eoo!e
ail of Miami 8eac.'1, 19991 ' '
C~ange in Grime :ate
'all of Miami 3each, ~ 996.' q991
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The area along Hollywood Beach is a mix
of tall and small buildings; across the Intracoastal, fine
homes line the streets of The Lakes area, The demographic
change from the residents of the townhouses and single
family homes of Harbor Islands have not yet been factored
in, According to current surveys. if you live here you are
likely to be a "Senior Sun Seeker" - either a retiree or a
married couple with time and disposable income at the
ready, and a penchant for visiting art museums and gam-
bling six or more times a year. You like to buy lottery tick-
ets and are an active buyer of books
on tape and a book club member.
People who fall into the "Gray
Power" category are affluent
retirees who are likely to buy
shades and blinds that cost more
than $250 and own laptop comput-
ers, Also in this community are
members of the "Winner's Circle" -
suburban families whose primary
breadwinner is an executive and
who have a household income of
$90.700, Just as with Winner's Circle
people in Coral Gables. 33019 resi-
dents have high-end tastes and are
likely to shop at Ann Taylor,
"New Empty Nesters" - upscale
suburban fringe couples over 45
years old - also show up here,
This group owns bonds. banks
online. watches Meet The Press and
reads Smithsonian magazine,
Slightly lower income ($35,600)
19
empty nesters are known as "Cpstarts & Seniors," who are
most likely to buy either a new Saturn or ride a motorcv-
cle, Then come the "Gray Collars," aging blue-collar co~-
pies who are most likely to belong to a veterans' club.
play the lottery weekly, have a home equity loan and
own a van,
BY THE NUMBERS
Population" .."....,..'..'..,...,..'""",......'..,..,..""""""""",..,..,..".."..,..""...."""......15. 7 43
Number of households .."..,'..", ..,..,.......,..,..",... .....,'..,..",.." .."",..""....,..",......",,8, 735
Median household income ........................,..........,540,603
Household income less than S50K ..........................,61,9%
Household income SSOK-$1 00K....,....,.....................23,1 %
Household income more than $1 OOK .......,...............15,0%
Number of condominium buildings......................,..........15
Condo price range ..............................$100,000-$250,000
Condos that take pets ..................................................N/A
Number of rental buildings ......................................,....N/A
Rental price range ........,..............,................,$700,$1 ,000
Number of single family homes ..,..,..........,...................N/A
Home price range .........................,.....$200,000-$.500,000
Real property taxes ($200,000
property wilhout homestead exemption)..................$5,246
Supermarkets........."..,..""..,...."..,..................O (4 nearby)
Shopping malls ...".....,.."....,..,...."".."........................".. 0
Bagel places ,......,..,.."....",..",....,..,..,............"..,.."..,..", 2
Italian restaurants '..".........."..", ..................",........"..,..,,4
Plastic/cosmetic surgery offices.........,..............,............, 0
Movie theaters",.."",..",.."".."",..".."""...."..""""...."", 0
Gas stations .."..........,......,..".......",........,....,.................."
Reported crimes against property (1999) ..............,..,1.630
Reported crimes against people (1999)............,......,..,..,47
Change in crime rate ..,...................,..,......................,..,N/A
~
It
~'t.
MARCH 2000 IIIAIII IIETRO MAGAZINE 47
This zip code covers the heaIt of F011 Lauc1ercble
from the Inuacoastal on the east to just ,,"'est of Andre\\'s
Avenue, bounded on the south by the \'ew River and S,E, Sev-
enth Street and on the north by \'.E, Sixth Street. The court-
house and office buildings mark the downtown area bisected
tly chic-for-shopping-and-dining Las alas Boulevard, \'ictoria
Park has pleasant and sought-after homes and duplexes, while
the islands and the waterfront homes of Las alas give East Fort
LlUderdale its character as "The Venice of America,"
According to surveys, if you live in this zip code you read met-
ropolitan, state and regional magazines and drink imponed wine,
You also frequent the theater, concert halls and art museums,
If you are a well-educated, single
professional with a growing income
:md affluent tastes, you are described
as a "High-Rise Renter," You spend
your leisure time in singles and sports-
oriented activities, especially bicycling
and fitness, You use your AT~I a lot
and favor investments over savings,
Or, you may slot into "Young Literati"
- urban singles or couples in middle
age, If your income is around 521,200,
then you might be more like the clus-
ter "Single Ciry Blues," whose mem-
bers are ethnically mixed viewers of
the Home Shopping Net,vork,
This area has il'i share of "Bohemian
~ILx" - singles and couples between
the ages of 25 and 44 with a house-
hold income of $38,500 and an inde-
pendent outlook, They shop at the
Gap, have an IRA, watch Face The
. , .
"t.
.' '
.ca MAQr'Ll ""n" MIa....' ............
~
Sation and read Elle, Rounding out the popuiation in ~~is area
is Gray Power, made up of affluent seniors who owr.;:;;nt
screen TVs and drive Cadillacs or Buicks,
3 y THE ~I U '~3 : '1 S
Population """. , , . , . , . , . , , ' ; 2,949
Number ot housenolds .",."""". .6.253
Median household income"" , , , S~0.5' 5
Household income less than S50K "',"" .58.2%
Household income S50K-S1 00,000 , , , , , , , , .23,7'/0
Household income more than $100K """"". , , , , . , . . . . .18,1 %
Number ot condominium buildings "', . , , , , , , . . . , , . , , , ,,'UA
Condo price range, . , . , , . , , . ,$250,000-$850,000
Number ot rental buildings . , , . . . . , , .N/A
Rental price range """ S6CO-S1,800
Number of single family homes, . . , , , ,N/A
Home price range , , , ,S350~OO.S850,OOO
Real property taxes I.S200,000
property withoul nomestead exemption;
Supermarkets ", , , , , , , , , , , .
Malls"","" "
Bagel places , , , , .
Italian restaurants
Plaslic/cosmetic surgery offices
Movie theaters
Gas stations ,,""""",
Reported crimes against propertf
Reported crimes against people "
Change in crime rate (1998-1999)
. . . , ,$4,601
""",1
, , . " !nearby)
,2
, , . . . . . , , , , .5
........... 2
..0
..2
..WA
.N/A
., . ,-27%
ADDITlC~jAl SOURCE;S
Claritas Inc., San Diego, California; GACI Markebng S,stems
of Arlington, Vir,; area police departments; Mlaml-Oace Coun-
ty tax appraIsers office; DaVid Dabby of MESA. Miami: Jack
Dorenkon of Century 21 Posmack, M'