2012-28089 Reso RESOLUTION NO. 2012-28089
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF
THE CITY OF MIAMI BEACH, FLORIDA, APPROVING THE
NEIGHBORHOOD/ COMMUNITY AFFAIRS COMMITTEE'S
REC MMENDATION TO EXTEND THE NORTH BEACH MUSIC
AND OOD FESTIVAL THROUGH THE END OF FY 2012/2013.
WHEREAS, on November 10, 2011, the Neighborhoods/Community Affairs Committee
(NCAC) discussed the topic of food trucks and the potential of a food truck festival in North
Beach, and approved a motion to direct the Administration to have discussions with the
community to identify issues and suggestions regarding a food truck event; and
WHEREAS, a food truck workshop was held with the North Beach community on
February 16, 2012, at the North Shore Park & Youth Center, with approximately 25 individuals
in attendance; and
WHEREAS, at the community meeting, the residents in attendance were stongly in favor
of a festival, and the restaurants were opposed; and
WHEREAS, there was consensus that, if a food truck event is going to take place, that
the following issues be addressed:
• The food truck event should be done on a slow business day, not on a weekend;
• The food trucks should not be a stand-alone event, but should be part of a larger event;
• That local businesses, particularly restaurants, must be allowed to participate for free;
• If alcohol is allowed, it should only be available from the existing restaurants;
• The food trucks must take care of restroom, sanitation, and security needs; and
WHEREAS, on April 24, 2012, the NCAC recommended that an event incorporating
food trucks be initiated as a pilot program beginning in June, 2012, and that a total of three
events take place during the summer of 2012; and
WHEREAS, the NCAC further recommended that North Beach restaurants be allowed to
participate in the event, that the program include branding of the event, and that the food trucks
be responsible for providing restrooms, sanitation, and security; and
WHEREAS, on May 9, 2012, the Mayor and City Commission adopted a Resolution
approving a Food Truck Pilot Program in North Beach, , pursuant to the parameters
recommended by the NCAC; and
WHEREAS, The Food Truck Pilot Program events took place as the North Beach Music
and Food Festival on September 19, October 17 and November 14; and
WHEREAS, the response from the community to the events was positive; and
WHEREAS, on October 24, 2012, the City Commission authorized two additional food
truck events for December 2012 and January 2013; and
WHEREAS, on November 19, 2012, the NCAC discussed the Food Truck Pilot Program
and recommended that the Administration extend the food truck event for the remainder of the
Fiscal Year; and
NOW, THEREFORE, BE IT RESOLVED BY THE MAYOR AND CITY COMMISSION
OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby
approve the Neighborhood/Community Affairs Committee's recommendation to extend the
North Beach Music and Food Festival through the end of FY 2012/2013.
PASSED and ADOPTED this 12th day of December, 2012.
ATTEST:
Matti Herrera Bower, Mayor
R fael Granado, City Clerk...�F,�
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APPROVED AS TO
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COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution extending the North Beach Music& Food Festival through the end of FY 2012/2013.
Key Intended Outcome Supported:
Increase satisfaction with family recreational activities
Supporting Data (Surveys, Environmental Scan, etc.): Number of participants at Arts in the
Parks events has increased from 1,270 in 2008, 3,875 in 2009, 4,493 in 2010, to 14,920 in 2011.
Item Summa /Recommendation:
On May 9, 2012, the Mayor and City Commission adopted a Resolution approving a Food
Truck Pilot Program in North Beach, pursuant to the parameters recommended by the NCAC
for summer 2012. Since the Food Trucks are part of a larger, City-sponsored event, the City
applied for the special event permit for this event. The City promoted the event, and the Food
Trucks selected also promoted the event through their extensive social media networks.
On October 24, 2012, the City Commission authorized two additional food truck events for
December 2012 and January 2013. That event will take place on December 19, 2012.
On November 19, 2012, the Neighborhoods and Community Affairs Committee (NCAC)
discussed the Food Truck Pilot Program and recommended that the Administration extend
the food truck event for the remainder of the Fiscal Year and identify ways to reduce the cost
of each event (The Committee Memorandum and Minutes of the NCAC item are attached as
Exhibit A).
Recommendation:
The Administration recommends that the Mayor and City Commission approve the
Resolution and extend the North Beach Music and Food Festival through the end of FY
2012/2013.
Advisory Board Recommendation:
Neighborhoods/Community Affairs Committee- 11/19/2012
Financial Information:
Source of Amount Account
Funds: I
2
3
OBPI Total
Financial Impact Summary:
City Clerk's Office Legislative Tracking:
Kevin Crowder, City Manager's Office
Si ffs:
D irector Assi t nt Cif Manager City alter
K MASI KGB
AGENDA ITEM
MIAMIBEACH DATE /�-��L Z
MIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive,Miami Beach, Florida 33139,wvvw.miamibeachfl.gov
COMMISSION MEMORANDUM
TO: Mayor Matti Herrera Bower and Members of the City Co mission
FROM: Kathie G. Brooks, Interim City Manager-
DATE: December 12, 2012
SUBJECT: A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, APPROVING THE NEIGHBORHOOD/
COMMUNITY AFFAIRS COMMITTEE'S RECOMMENDATION TO EXTEND
THE NORTH BEACH MUSIC AND FOOD FESTIVAL THROUGH THE END
OF FY 2012/2013.
ADMINISTRATION RECOMMENDATION
Adopt the Resolution.
KEY INTENDED OUTCOME SUPPORTED
Increase Satisfaction with Family Recreational Activities.
COMMITTEE RECOMMENDATION
On November 19, 2012, the Neighborhoods and Community Affairs Committee (NCAC)
discussed the Food Truck Pilot Program and recommended that the Administration
extend the food truck event for the remainder of the Fiscal Year and identify ways to
reduce the cost of each event (The Committee Memorandum and Minutes of the NCAC
item are attached as Exhibit A).
BACKGROUND
On May 9, 2012, the Mayor and City Commission adopted a Resolution approving a
Food Truck Pilot Program in North Beach, pursuant to the parameters recommended by
the NCAC for summer 2012. Since the Food Trucks are part of a larger, City-sponsored
event, the City applied for the special event permit for this event. The City promoted the
event, and the Food Trucks selected also promoted the event through their extensive
social media networks.
The Administration recommended a budget for three food truck events, and the Mayor
and City Commission approved, at its May 9, 2012 meeting, an allocation of the $12,000
of funding from the North Beach Economic Development activities budget previously in
the Citywide Cost Center approved by the City Commission for an Umbrella Marketing
Campaign to the Food Truck Pilot Program. Funding for the North Beach Economic
Development activities is also included in the proposed FY 2012/13 budget.
Although Commission approval for the pilot program was for summer 2012, since these
are outdoor events there was a request to start in September. The Food Truck Pilot
Program events took place on September 19, October 17 and November 14. The
Food Truck Pilot Program/North Beach Initiatives
Commission Memorandum
June 18, 2012
Page 2of3
events included:
• Participation by the food truck operators;
• Space in the event area for local restaurants to participate;
• Live entertainment in the Bandshell at approximately 6:00 p.m.
The $12,000 that was originally approved was not sufficient to produce the events
properly. There were unspent funds in the approved North Beach Economic
Development budget, which were used to supplement the original funding. The City
coordinated and provided equipment, staff (Police, Sanitation and Parks), Advertising,
Printing and Entertainment for each of the 3 events. Estimated costs for all of these
services for the 3 events were approximately $26,000, or approximately $8,700 per
event. Please note that the Administration is still finalizing these costs.
The response from the community was overwhelming. Ten food trucks and two local
restaurants participated in the first event, and many of the food trucks ran out of food. As
a result five (5) additional food trucks were added to the second and third events, along
with five local restaurants at the October event and six at the November event. Initial
feedback from the businesses in the area has been very positive and several of them
reported seeing an increase in businesses on the night of the events.
In order to better help improve future events, if authorized by the City Commission, the
Administration asked the Greater Miami Convention and Visitors Bureau to conduct
surveys during the October and November events. The survey results are included as
Exhibit B.
FUTURE FOOD TRUCK EVENTS
On October 24, 2012, the City Commission authorized two additional food truck events
for December 2012 and January 2013. The next event will take place on December 19,
2012.
As part of the events, some local restaurants are allowed to participate and sell alcohol,
for which the City secured a temporary alcoholic beverage permit from the Florida
Department of Business and Professional Regulation. State regulations limit the use of
the temporary permits to no more than three (3) permits within a calendar year. The
three permit limitation was reached with the first three events; the Administration is
working to address this limitation in order to continue to provide this opportunity to local
restaurants at the December event, as well as the 2013 events that take place from April
through September.
A total of $12,000 has been budgeted in FY 2012/13 as part of the North Beach
Initiatives for food truck events. Additionally, the City has also budgeted $55,000 for the
Festival of the Arts, which could also be used for this program. The Administration
believes cost would go down slightly if the program was continued for a longer period of
time. Additionally, sponsorships could be sold to help cover the costs of the event.
Producing the event monthly for 3 months would cost approximately $22,500.
Therefore, 6 months would cost approximately $45,000, 9 months would cost
approximately $67,500 and 12 months would cost approximately $90,000. The
Administration will continue to work to lower the cost for each event.
Food Truck Pilot Program/North Beach Initiatives
Commission Memorandum
June 18, 2012
Page 3of3
CONCLUSION
The Administration recommends that the Mayor and City Commission approve the
Resolution and extend the North Beach Music and Food Festival through the end of FY
2012/2013, utilizing funding previously appropriated for North Beach economic
development activities and the Festival of the Arts.
KGB/MAS/kc
F:\cmgr\$ALL\Max Sklar\Economic Dev\Food Truck Event NCAC Memo.docx
i
EXHIEI-T A =
Neighborhood/Community Affairs Committee Meeting
November 19, 2912
Discussion Regarding Licensing And Authorization Requirements For Mobile Trucks And
Proposal For A City Sponsored Food Truck Festival.
Commission Item C4G, January 19, 2011
(Requested by Commissioner Tobin
Max Sklar, Acting Assistant City Manager
Kevin Crowder, Economic Development Division ITEM
N CAC AGENDA 11/19/12 PAGE #5
I BE� H
City of Miami Beach, 1700 Convention Center Drive,Miami Beach, Florida 33139,www.miamibeachfi.gov
COMMITTEE MEMORANDUM
TO: Neighborhood and Community Affairs Committee
FROM: Kathie G. Brooks, Interim City Manager
DATE: November 19, 2012
SUBJECT: DISCUSSION REGARDING THE FOOD TRUCK EVENT IN NORTH BEACH.
BACKGROUND
Commissioners Tobin and Gongora both referred a discussion regarding a City sponsors food truck
festival for North Beach at the January 19, 2011 City Commission meeting. The City hosted a
community meeting to discuss the concept on June 2, 2011. Subsequently, the subject was discussed
by the Neighborhood and Community Affairs Committee at their July 2011 and November 2011
meetings.
Another food truck workshop was held with the North Beach community on February 16, 2012, at the
North Shore Park & Youth Center. Businesses and residents were invited to attend; approximately 25
individuals attended the workshop. Overall support for a food truck festival was split, with the residents
in attendance strongly in favor, while the restaurants were opposed. There was a feeling amongst the
majority of the crowd that the only way to really know if it will work is to try it once. However, if food
trucks are going to be allowed in North Beach, even on a one-time basis, there was consensus on the
following issues:
• It is important to bring people to the neighborhood from outside of the area.
• The food truck event should be done on a slow business day, not on a weekend;
• The food trucks should not be a standalone event, but should be part of a larger
event. Concepts included;
a Taste of North Beach;
o Incorporate with an event at the Bandshell;
o Promote with the MIMO District;
o Promote with movie night and skate night.
• There was overwhelming consensus that local businesses, particularly
restaurants, must be allowed to participate for free;
o If alcohol is allowed, it should only be available from the existing
restaurants.
• Success or failure must be measurable.
• The food trucks should take care of restroom, sanitation, and security needs
NEIGHBORHOODS COMMITTEE RECOMMENDATION
On April 24, 2012, the Administration reported the results of the community workshop to the NCAC.
The NCAC recommended that an event incorporating food trucks be initiated as a pilot program
beginning in June, and that three events be held. The NCAC further recommended that North Beach
restaurants be allowed to participate in the event, that the program include branding of the event, and
that the food trucks be responsible for providing restrooms, sanitation, and security.
NCAC AGENDA 11/19/12 PAGE #7
Neighborhood Community Affairs Committee
November 19, 2012
Food Truck Pilot Program
Page 2 of 3
Based on the community input and the discussion and recommendation by the NCAC, the
Administration proposed the following criteria for the Food Truck Pilot Program, to take place during a
three month period:
• That the event take place on a weeknight, such as a Monday, Tuesday or Wednesday;
• That the event include live entertainment at the bandshell followed by a special Movie in
the Park showing;
• That the food trucks line up along Ocean Terrace facing away from the street;
• That an area be set aside for local restaurants to participate at no cost.
FOOD TRUCK PILOT PROGRAM
On May 9; 2012, the Mayor and City Commission adopted a Resolution approving a Food Truck Pilot
Program in North Beach, pursuant to the parameters recommended by the NCAC for summer 2012.
Since the Food Trucks are part of a larger, City-sponsored event, the City applied for the special event
permit for this event. The City promoted the event, and the Food Trucks selected also promoted the
event through their extensive social media networks. .
The Administration recommended a budget for the three food truck events, and the Mayor and City
Commission approved, at its May 9, 2012 meeting, an allocation of the $12,000 of funding from the
North Beach Economic Development activities budget previously in the Citywide Cost Center approved
by the City Commission for an Umbrella Marketing Campaign to the Food Truck Pilot Program. Funding
for the North Beach Economic Development activities is also included in the proposed FY 2012/13
budget. The Food Truck Pilot Program is one initiative targeting economic development in North Beach.
The North Beach Economic Development program budget includes the following items:
Movies in the Park/ Friday Night Skates $14,760
DiSh restaurant program/General Marketing $4,052
Teen Club Presentations at the Bandshell $1,560
North Beach Nights and Lights $10;000
Food Truck Pilot Program $12,000
Total $42,372
Although Commission approval was for summer 2012, since these are outdoor events there was a
request to start in September. The Food Truck Pilot Program events took place on September 19,
October 17 and November 14. The events included:
• Participation by the food truck operators;
• Space in the event area for local restaurants to participate;
• Live entertainment in the Bandshell at approximately 6:00 p.m.
Please note that although movies in the Bandshell was part of the original concept, after expanding the
Friday night movies in the Bandshell, this portion of the program was no longer pursued.
The $12,000 that was originally approved was not sufficient to produce the events properly. There
were unspent funds in the approved North Beach Economic Development budget, which were used to
supplement the original funding. The City coordinated and provided equipment, staff(Police, Sanitation
and Parks), Advertising, Printing and Entertainment for each of the 3 events. Estimated costs for all of
these services for the 3 events were approximately $26,000, or approximately $8,700 per event.
Please note that, since the third event took place last week, the Administration is still finalizing these
costs.
NCAC AGENDA 11/19/12 PAGE #8
Neighborhood Community Affairs Committee
November 19, 2012
Food Truck Pilot Program
Page 3 of 3
The response from the community was overwhelming. Ten food trucks and two local restaurants
participated in the first event, and many of the food trucks ran out of food. As a result five (5) additional
food trucks were added to the second and third events, along with five local restaurants at the October
event and six at the November event. Initial feedback from the businesses in the area has been very
positive and several of them reported seeing an increase in businesses on the night of the events.
In order to better help improve future events, if authorized by the City Commission, the Administration
asked the Greater Miami Convention and Visitors Bureau to conduct surveys during the October and
November events. Again, since the third event took place last week, we have not yet received the
results of the surveys.
FUTURE FOOD TRUCK EVENTS
On October 24, 2012, the City Commission authorized another food truck event for December 2012.
That event will take place on December 19, 2012. Additionally, on October 3, 2012, staff met with
Carol Housen, Mark Weithorn, Deborah Ruggiero, Mickey Minagorri, and Margueritte Ramos who, as
North Beach community stakeholders, had expressed interest in assisting to enhance the North Beach
area. The subject of the meeting was to discuss the Festival of the Arts proposal discussed at the
NCAC. There was general consensus that a series of events spread out over time would be more
valuable to the North Beach community than a single weekend-long Festival. All agreed that the food
truck events were extremely successful and should be continued on a regular basis. A desire was
expressed to incorporate visual art into the food truck events; to that end Carol Housen, as president of
North Beach Development Corporation, agreed to engage games Echols, Life is Art, Inc., to manage
the visual arts component.
Mr. Echols was not successful in finding artists to participate in the event, even after his organization
offered to pay the modest registration fee he initially sought. Mr. Echols explained that the artists felt it
unlikely they would sell work, since the art element was peripheral to the main event, and they were
reluctant to provide insurance indemnity to the City.
If the NCAC and City Commission would like to proceed with the food truck events, $12,000 has been
budgeted in FY 2012/13 as part of the North Beach Initiatives for food truck events. The City has also
budgeted $55,000 for the Festival of the Arts, which could also be used for this program. The
Administration believes cost would go down slightly if the program was continued for a longer period of
time. Additionally, sponsorships could be sold to help cover the costs of the event. Producing the
event monthly for 3 months would cost approximately $22,500. Therefore, 6 months would cost
approximately $45,000, 9 months would cost approximately $67,500 and 12 months would cost
approximately $90,000. The City Commission could also consider producing the events every other
month to ensure participation from the public is sustainable.
At this time; the Administration is seeking direction from the NCAC regarding whether or not to continue
the food truck events and for the NCAC to provide guidance and input regarding how the event
operates.
KGB/MAS/kc
P cmgrl$ALLWax Sklar\Economic Dev\Food Truck Event NGAC Memo.docx
NCAC AGENDA 11/19/12 PAGE #9
nN
GREATER MIAMI CONVENTION &VISITORS BUREAU
I NORP; 10RATED
t
Profile of Attendees
Cit y of Miami Beach
Food Truck and Music Festival
Wednesday, November 1 2012
Prepared by: GMCVB Research Division
Greater Miami Convention and Visitors Bureau
701 Brickell Avenue,Suite 2700, Miami, FL 33131-Phone:305-539-3065-Email: Research @GMCVB.com
Table of Contents
Overview .....................................................................................................................................2
ExecutiveSummary................................................................................................................3-5
Summaryof Responses.......................................................................................................6-21
Attendee Characteristics ...............................................................................6-12
City of Miami Beach Food Truck and Music Festival Questions ..........13-17
Demographic Characteristics .....................................................................18-21
Two Month Analysis:Summary of Responses................................................................22-38
Attendee Characteristics .............................................................................22-28
City of Miami Beach Food Truck and Music Festival Questions ..........29-34
Demographic Characteristics ......................................................................35-38
® GREATER MIAMI
1 CONVENTION 8
VISITORS BUREAU
I
Overview
This year, the City of Miami Beach launched a Food Truck and Music Festival night series. The Miami
Beach Food Truck and Music Festival takes place once a month from 5:00pm to 10:00pm on Wednesday
nights for the fall season: September to December 2012. Located on Miami Beach's North Shore Park
Bandshell and Ocean Terrace, the event draws in the typical, characteristic Latin flavor to the North
Beach area.
This event features the popular mobile food trucks, free entertainment, and participation by area
restaurants. The food truck lineup includes: Ms. Cheezious, Latin Burger, Sakaya, Catered Bliss, Health
Nut, Garcia Brothers, Arepa Box, Gastropod, The Mexican, Moty's, Mushaboom, Dolci Pecati, Sugar
Yummy, Boba Station, Fireman Derrick, Hip Pop and Coffee Break. They offer a variety of menus from
burgers to healthy bites and ethnic dishes. Participating local restaurants include: Lou's Beer Garden,
Sazon, El Tumi de Oro, and Mixtura.
The Greater Miami Convention & Visitors Bureau (GMCVB) in-partnership with the City of Miami Beach
developed a research survey to gauge the perceptions of attendees to the Miami Beach Food Truck and
Music Festival and to provide insight into their perspectives of the festival.
Interviewing was conducted on: Wednesday, November 14, 2012 at the Miami Beach Food Truck and
Music Festival, at the Miami Beach's North Shore Park Bandshell and Ocean Terrace. A total of 143
completed surveys were collected from attendees.
The target audience consisted of persons attending the Miami Beach Food Truck and Music Festival.The
survey was designed to:
• Determine the originating destination of the Miami Beach Food Truck and Music Festival
attendees.
• Develop a demographic profile of the attendees of the Miami Beach Food Truck and Music
Festival.
• Determine whether or not the attendees would like to see more food truck events, as well as,
other events in the neighborhood, and how often.
• Obtain an opinion of the overall experience of the Miami Beach Food Truck and Music Festival
attendees.
The ensuing information is geared to assisting the City of Miami Beach in developing marketing
initiatives to further promote and expand the Miami Beach Food Truck and Music Festival.
GREATER MIAMI
CONVENTION 8
VISITORS BUREAU
Executive Summary
Attendees of Miami Beach Food Truck and Music Festival on Wednesday, November 14, 2012:
One hundred and forty-three attendees were interviewed at the Miami Beach Food Truck and Music
Festival on Wednesday, November 14, 2012.
Attendee Characteristics:
Eighty-nine (88.8%) percent of total attendees reside in Miami-Dade County, of those, fifty-nine (59.0%)
percent were from the Miami Beach zip code 33141, eight (7.5%) percent were from Miami Beach zip
code 33139, and five (4.5%) percent were from Miami Beach zip code 33140. One (1.4%) percent of total
attendees reside in Broward County, Palm Beach County, or Monroe County, and one (0.4%) percent
reside elsewhere in Florida. Four (4.2%) percent of attendees reside elsewhere in the US, and
international visitors made up five (4.9%) percent visiting from five of the top fifteen countries into
Greater Miami.
Seventy-five (75.0%) percent of the Non-Miami-Dade attendees have previously been to the Greater
Miami area. Of those, twenty-five (25.0%) percent have visited three times, five times, and six or more
times, seventeen (16.7%) percent visited one time before, and eight (8.3%) percent visited two times
before. Twenty-five (25.0%) percent of attendees stated this was their first time in the Greater Miami
area.
Forty-four (43.8%) percent of the Non-Miami-Dade attendees traveled in an immediate party size of two
people during this trip to Greater Miami. Thirty-eight (37.5%) percent traveled on their own, and six
(6.3%) percent traveled in an immediate party size of three people, four people, and six or more people.
Sixty-nine (68.8%) percent of the Non-Miami-Dade attendees used a commercial airline, while nineteen
(18.6%) percent used a car, and six (6.3%) percent used a bus to get to Greater Miami on this particular
trip.
Forty-four (43.8%) percent of the Non-Miami-Dade residents stayed in a hotel or motel, thirty-one
(31.3%) percent stayed with friends or relatives, nineteen (18.6%) percent stayed in their own home or
condo, and six(6.3%) percent made a day trip.
o
Forty (40.0%) percent of the Non-Miami-Dade residents stayed ten or more nights in Greater Miami
during their visit. Twenty (20.0%) percent stayed seven nights, thirteen (13.3%) percent stayed one night
and six nights, while seven (6.7%) percent stayed five nights and eight nights.
Thirty-eight (37.6%) percent of the Non-Miami-Dade attendees main reason for visiting Greater Miami
was for vacation. Thirty-one (31.3%) percent were here to visit friends or relatives, nineteen (18.6%)
percent were here on business, and thirteen (12.5%) percent were here to experience the Miami Beach
Food Truck and Music Festival.
GREATER MIAMI
® CONVENTION&
3 PAIR VISITORS BUREAU
Fifteen (14.7%) percent of the Non-Miami-Dade attendees were likely to visit Miami Museums or
Galleries during their trip to Greater Miami. Thirteen (13.3%) percent were likely to go to visit Miami
Attractions and go shopping, while twelve (12.0%) percent were likely to visit Miami Restaurants and go
to the beach. Nine (9.3%) percent were likely to go sightseeing, eight (8.0%) percent were likely to go to
a concert, play or show, while seven (6.7%) percent were likely to go to bars/night clubs and fishing or
sailing.
Food Truck and Music Festival Night Questions:
Fifty-one (51.0%) percent of the attendees experienced the Miami Beach Food Truck and Music Festival
the first time, while forty-nine (49.0%) percent stated they have attended previously. Of those attendees
who have attended previously, thirty-nine (38.9%) percent have attended twice before, twenty-one
(21.4%) once before and three times before, nine (8.6%) percent four times and six or more times
before, and one (1.4%) percent five times before.
Thirty-three (32.5%) percent of the attendees learned about the event through word of mouth, twenty-
one (20.6%) percent learned about the event through street banners and billboards, and thirteen
(13.1%) percent had attended previously. Nine (8.6%) percent learned through an "other" source, while
seven (6.8%) percent just happened to walk on by. Six (5.7%) percent learned by visiting the Miami
Beach Food Truck and Music Festival website, www.mbculture.com, while five (4.6%) percent learned
through another internet, website, or social media advertisement, and another five (4.7%) percent
learned through a magazine advertisement, TV advertisement, or radio advertisement. Three (3.4%)
percent were mailed an invitation.
Of those attendees who answered they learned about the Miami Beach Food Truck and Music Festival
through another internet, website, or social media advertisement, forty-six (45.5%) percent learned
about the event through Facebook, while twenty-seven (27.3%) percent learned through Twitter.
Eighteen (18.2%) percent learned through FreeMiamiEvents.com, and nine (9.0%) percent learned from
MunchkinFun.com.
Of those attendees who answered they learned about the Miami Beach Food Truck and Music Festival
through magazine advertisements, one-hundred (100.0%) percent learned about the event through New
Times Magazine.
Fifty-six (55.9%) percent of the attendees used an automobile as the mode of transportation to get to
this particular event, while thirty-seven (37.2%) percent walked to it. Four (4.1%) percent used some
"other" mode of transportation, and three (2.8%) percent used the Tri Rail.
Thirty-nine (38.5%) percent of the attendees would like to have a food truck event in this neighborhood
once a week, thirty-four (34.2%) percent would like it to be once a month, twenty-two (21.7%) percent
would like it to be once every two weeks, and two (2.1%) percent had no response. One (1.4%) percent
would like to have it once every.six months, and another one (0.7%) percent would like to have it once a
every two months, once a year, and do not want to have any more food trucks events in the
neighborhood.
GREATER MIAMI
CONVENTION&
4 VISITORS BUREAU
I
Fifty (50.3%) percent of the attendees would like to see different events in this neighborhood once a
week, twenty-five (24.5%) percent would like events once a month, twenty (20.3%) percent would like
events once every two weeks, and two (2.1%) percent had no response. One (0.7%) percent of
attendees would like events once every two months, once every three months, once a every six months,
and once a year.
Of those attendees who answered they would like to see different events in the neighborhood, twenty-
(20.4%) percent stated they would like arts and culture events, twenty (19.5%) percent would like more
music events, seventeen (17.1%) would like movie events, sixteen (15.8%) percent would like theatre
events, fourteen (13.7%) would like dance events, and nine (8.5%) percent would like LGBT events. Five
(5.0%) percent of the attendees stated they would like to see "other" events. These were some of the
suggestions: kids' day with festival rides, yoga and exercise day, beach sports day, community events,
family events, bike day, cultural events, pets' day, and environment education day.
Ninety-nine (98.6%) percent of attendees stated they would attend another Miami Beach Food Truck
and Music Festival Night, while one (1.4%) percent stated they would not attended another event.
Demographics Characteristics:
Fifty-two (51.7%) percent of the attendees were female, and forty-eight (48.3%) percent of attendees
were male.
Ninety (90.2%) percent of attendees responded being straight, seven (7.0%) percent responded being
gay, and three (2.8%) percent responded being bisexual.
Forty-six (46.4%) percent of attendees responded their ethnic background is Hispanic/Latino, thirty-four
(33.8%) percent responded they are Caucasian, seven (6.6%) percent responded they are multi-racial,
and five (4.6%) percent responded they are Black/African American. Four(4.0%) percent responded they
are another ethnic background, three (3.3%) percent responded they are Asian, and one (1.3%) percent
responded they are American Indian/Native American.
Forty (39.9%) percent of the attendees responded to be between the ages of 35 to 54, thirty-eight
(37.8%) percent responded to be 21 to 34, fourteen (14.0%) percent reported to be 55 to 64, and four
(4.2%) percent responded to be under the age of 21 and 65 or older.
Thirty-three (32.9%) percent of attendees reported their highest level of education is a Bachelor's
degree. Twenty-one (21.0%) percent reported a Master's degree, thirteen (12.6%) percent reported
some college and an Associate's degree, eleven (10.5%) percent completed high school, and five (4.8%)
percent reported a Doctoral degree.
Twenty (19.6%) percent of the attendees reported their annual household income to be between
$25,001 and $45,000. Nineteen (18.8%) percent reported their income between $45,001 and 65,000,
seventeen (16.87%) percent preferred not to answer, and fifteen (14.7%) percent reported under
$25,000. Twelve (11.9%) percent reported their income over$105,000, eleven (10.5%) percent reported
between $65,001 and $85,000, and eight(7.7%) reported between $85,001 and over$105,000.
GREATER MIAMI
CONVENTION&
5 VISITORS BUREAU
Analysis of Responses
Part 1 — Attendee Characteristics
Part 2 — City of Miami Beach
Food Truck and Music Festival Questions
Part 3 — Demographic Characteristics
GREATER MIAMI
CONVENTION&
VISITORS BUREAU
Analysis of Reponses
Part 1 — Attendee Characteristics
® GREATER MIAMI
CONVENTION S
7 VISITORS BUREAU
Question#1
Where are you from?
90.0%
80.0% 8.8°
70.0%
60.0%
50.0%
40.0%
30.0%
20.0% 0.7% 0.7% NO 0.7% 4.2% 4.9%
10.0%
•Miami-Dade County ®Broward County ❑Palm Beach County ®Monroe County
•Elsewhere in Florida ®Elsewhere in the US ❑International Visitor
Question#2
What country are you from?
Answer
Brazil 28.6%
Colombia 28.6%
Chile 14.3%
Costa Rica 14.3%
Italy 14.3%
Total: 100%
Question#3:You indicated 'Other'in the previous question,please specify what country you are from: N/A
Question#4
What is your zip code?
Answer %
33141 59.0% 33162 1.5% 33166 0.7%
33139 7.5% 33025 0.7% 33178 0.7%
33140 4.5% 33056 0.7% 33181 0.7%
33154 3.7% 33131 0.7% 33314 0.7%
33160 3.7% 33135 0.7% 33432 0.7%
33125 3.0% 33142 0.7% 33483 0.7%
33126 1.5% 33147 0.7% 33702 0.7%
33138 1.5% 33149 0.7% 90033 0.7%
F33155 1.5% 33150 0.7% 90034 0.7%
Total: 100.0%
® GREATER MIAMI
CONVENTION&
8 VISITORS BUREAU
Question#5
Is this your first visit to Greater Miami Area?
75.0%
80.0%
.0�
60.0%
40.0%
i
20.0%
r'J
0.0%
0 Yes ®No
Question#6
How many times have you visited before?
25.0%
16.7% 25.0%_ 25.0%
20.0%
15.0%
8.3
10.0% x
5.0% 0.0%
0.0%
®One ■Two ❑Three ®Four ❑Five ❑Six or more
Question#7
Including yourself,how many people traveled in your immediate party with you on this trip to the Greater Miami
Area?(Persons for whom you or your spouse are financially responsible for on this trip.)
50.0%
37.5%
40.0%
30.0%
20.0%
6.3% 6.3% 6.3%
10.00/ / 0.0%
0.0%
■One ®Two ❑Three ®Four ❑Five ❑Six or more
GREATER MIAMI
CONVENTION&
9 VISITORS BUREAU
Question#8
What means of transportation did you utilize for this trip to the Greater Miami Area?(select all that apply)
70.0%
go
60.0%
50.0%
40.0%
= 18.6%
30.0%
0
20.0% 0.0% 0.0% 0.0% 6.3% 0.0% 0.0% 6.3%
10.0% -
0.0%
■Commercial Air ■Charter Air ❑Private Plane ®Car ❑Camper/Trailer
❑Bus ❑Train ❑Ship/Cruise ❑Other
Question#9
What type of lodging are you using during your visit?
3_8°l0
50.0%
31.3%
40.0%.
30.0% 18.6%
20.0% 6.3
10.0% --�
0.0%
Hotel/Motel ■Own Home/Condo ❑Friends/Relatives ®Day Trip
Question#10
How many nights are you spending in the Greater Miami Area?
40.0% 40.0%
35.0%
30.0%
25.0% 0
20.0% 13.3% 1 a 20/-
15.0%
6.7% � 6.7%
10.0%
5.0%
0.0% 0_0% A.A� 0.Ooo
0.0%
■One Night !Two Nights O Three Nights ■Four Nights O Five Nights
O Six Nights ❑Seven Nights O Eight Nights O Nine Nights ❑Ten or More Nights
GREATER MIAMI
CONVENTION&
10 0j"'AAMNA VISITORS BUREAU
Question#11
You indicated'Ten or more Nights'in the previous question,please specify how many nights you will be spending in
the Greater Miami Area:
Answer %
Twenty-One Nights 100.0%
Total: 100.0%
Question#12
What was your main reason for visiting the Greater Miami Area?
37.6
40.0%
31.3%
35.0%
30.0%
18.6%
25.0%
20.0%
12.5
15.0%
10.0%
0.0% 0.0%
5.0%
■Food Truck and Music Festival Night ■Vacation
i]Business ■Meetings/Conventions
®Visit Friends or Relatives ®Other
Question#13
You indicated'Other'in the previous question,please specify your main reason for visiting the Greater Miami Area:
N/A
GREATER MIAMI
CONVENTION&
11 VISITORS BUREAU
Question#14
While in the Greater Miami Area for the Food Truck and Music Festival,you are likely to:
(select all that apply)
16.0% 14.7%
13.3% 13.3%
14.0% 12.0% 12.0%
r�y�
12.0%
10.0%
9.3
8.0
6.0% 6.7% 4.0%
4.0%
I
{
2.0% I
0.0%
0.0% '
®Visit Miami Attractions ■Visit Miami Museums or Galleries ❑Visit Miami Restaurants
®Go to Bars/Night Clubs ❑Go to Concert, Play or Show ❑Go to the Beach
❑Go Fishing or Sailing ❑Go Sightseeing ❑Go Shopping
❑None of the Above ❑Other
Question#15
You indicated'Other' in the previous question,please specify what other activities you are likely to participate in:
N/A
GREATER MIAMI
CONVENTION&
12 VISITORS BUREAU
Analysis of eponses
Part 2 — City of Miami Beach
Food Truck and Music Festival Questions
® GREATER MIAMI
CONVENTION&
13 VISITORS BUREAU
Question#16
Have you attended a Food Truck and Music Festival Night previously?
51.0%
52.0%
49.0%
50.0%
48.0%
®Yes ®No
Question#17
How many times?
38.6%
40.0%
30.0% 21.4% 21.4%
20.0% 8.6% 8.6%
10.0%
0.0%
®One N Two 3 Three ®Four ®Five ®Six or more
Question#18
How did you learn about Food Truck and Music Festival Night?(select all that apply)
32.5%
35.0%
30.0%
20.6%
25.0%
20.0% 13.1%
15.0% 8.6%
5.7% 6.8
10.0%
2.4% 0.6% 1.7%
5.0% 10
®Word of Mouth ■Attended Previously
[9 The Food Truck and Music Festival Website ®Another Internet/Website/Social Media Advertisement
®Street Banners/Billboards ®Magazine Advertisement
❑TV Advertisement ❑Radio Advertisement
❑Mailed Invitation ❑Walked by the Event
❑Other
GREATER MIAMI
CONVENTION&
14 rampop'FAM VISITORS BUREAU
Question#19
You indicated'Other' in the previous question,please specify how you learned about Food Truck and Music Festival
Night?
Answer
Miami Herald 50.0%
Miami Beach Newsletter 25.0%
Working the Event 25.0%
Total: 100.0%
Question#20
Which internet/website/social media source did you learn about Food Truck and Music Festival Night through?
Answer %
Facebook 45.5%
Twittwe 27.3%
FreeMiamiEvents.com 18.2%
MunchkinFun.com 9.0%
Total: 100.0
Question#21
Which magazine did you learn about Food Truck and Music Festival Night through?
Answer %
New Times 100.0%
Total: 100.0%
Question#22
What means of transportation did you utilize to get to the actual event?(select all that apply)
55.9%
60.0%
50.0% 37.2%
40.0%
30.0%
I
20.0%
10.0% 0 2.8% 0.0% 0.0% p_po� i 4.1%
0.0%
Automobile ■Taxi Cab 0 Bus Service ®Metro Rail 0 Metro Mover ®Tri Rail 0 Walked DOther
GREATER MIAMI
CONVENTION&
15 VISITORS BUREAU
Question#23
How often would you like to have a food truck event in this neighborhood?
40.0%
35.0%
34.2%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0% 0.7% 0.0% 1.4% 0.7% 0.7% 2.1%
0.0%
®Once a week ®Once every two weeks
❑Once a month ■Once every two months
❑Once every three months ❑Once every six months
❑Once a year ❑1 do not want to see any more food truck events
❑No Response
Question#24
How often would you like to see events in this neighborhood?
60.0% 50.3%
50.0%
40.0%
30.0% 24.5%
20.3%
20.0%
10.0% 0.7% 0.7% 0.7% 0.7% 0.0% 2.1%
0.0%
■Once a week ■Once every two weeks
❑Once a month ®Once every two months
❑Once every three months ❑Once every six months
•Once a year ❑1 do not want to see any more events
•No Response
® GREATER MIAMI
16 CONVENTION&
VISITORS BUREAU
Question#25
What other events would you like to see in this neighborhood?(select all that apply)
25.0% 20.4% 19.5%
20.0% 13.7% 17.1% 15.8%
15.0%
10.0% 5.0%
0.0% 1
■Arts and Culture Events ■Dance Events 0 LGBT Events ■Movie Events
®Music Events ®Theatre Events ❑Other
Question#26
You indicated 'Other' in the previous question, please specify what other events you would like to see in this
neighborhood:
Answer %
Kids Day with Festival Rides 28.6%
Yoga/Exercise day 14.4%
Beach Sports Day 10.7%
Community Events 10.7%
Family Events 10.7%
Bike Day 7.1%
Cultural Events 7.1%
Pets Day 7.1%
Environment Education Day 3.6%
Total 100.0%
Question#27
Will you attend the Food Truck and Music Festival Night again?
98.6%
100.0%
80.0%
60.0% 1.4%
40.0%
20.0% pppppp
0.0%
®Yes ■No
GREATER MIAMI
CONVENTION&
17 VISITORS BUREAU
Analysis ®f Reponses
Part 3 - Demographic Characteristics
GREATER MIAMI
CONVENTION 8
18 VISITORS BUREAU
Question#28
Please select your Gender:
51.7%
48.3%
60.0%
40.0%
0.0%
20.0%
00%
®Male ®Female ❑Transgender
Question#29
How do you identify yourself?
90.2%
100.0%
80.0%
60.0%
40.0%
0
0 2.8% 0.0510,
20.0%
0.0r'
®Straight ®Gay ❑Lesbian ®Bisexual ❑Prefer not to answer
Question#30
What is your ethnic background?
46.4%
50.0%
33.8%
40.0%
30.0%
20.0%
3.3% 6.6% 4.0%
10.0% 1.31 0.0%
_ P
0.0%
■Caucasian ■Hispanic/Latino ❑Black/African American
®Asian ®American Indian/Native American ®Multi-Racial
❑Other ❑Prefer not to answer
GREATER MIAMI
CONVENTION&
19 MANVISITORS BUREAU
Question#31:
You indicated 'Other' in the previous question,please specify your ethnic background:N/A
Question#32
Which of the following age groups are you in?
37.8%
40.0% 39.9%
35.0%
30.0%
25.0%
14.0
20.0%
15.0%
4.2% 4.2%
10.0%
5.0
0.0%
®Under 21 ■21 to 34 ❑35 to 54 ®55 to 64 ❑65 or older ❑Prefer not to answer
Question#33
What is your highest level of education?
32.9%
35.0%
30.0%
- 21.0%
25.0%
20.0%
12.6% 12.6%
15.0% 0.5°0
10.0% 4•go/
3.5 j%o
5.0% -_- -- 0.7% 1.4%
■Some High School ®Completed High School ❑Some College
®Associate's Degree ❑Bachelor's Degree ❑Master's Degree
❑Doctoral Degree ❑Some Graduate Studies ❑Other Education
® GREATER MIAMI
CONVENTION&
20 VISITORS BUREAU
Question#34
What is your household income range?
18.8
20.0% 16.8%
18.0% 14.7
16.0% 11.9%
14.0% 10.5%
12.0%
10.0%
c
8.0%
6.0%
t
4.0% i
0.0%
®Under$25,000 ®$25,001 to$45,000 ❑$45,001 to$65,000 ■$65,001 to$85,000
❑$85,001 to$105,000 ❑Over$105,000 ❑Prefer not to answer
GREATER MIAMI
CONVENTION 8
21 VISITORS BUREAU
Two Month Analysis - summary of Responses
Wednesday, October 17, 2 012
Wednesday, November 14, 2 012
Part 1 — Attendee Characteristics
Part 2 — City of Miami Beach
Food Truck and Music Festival Questions
Part 3 — Demographic Characteristics
GREATER MIAMI
CONVENTION&
22 VISITORS BUREAU
Two Month Summary Anal sis -Y o f Responses
Wednesday, October 17, 2012
Wednesday, November 14, 2012
Part 1 — Attendee Characteristics
GREATER MIAMI
23 CONVENTION&
VISITORS BUREAU
Question#1
Where are you from?
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Miami-Dade Broward Palm Beach Monroe Elsewhere in Elsewhere in Internationa
County County County County Florida the US I Visitor
❑October 17,2012 78.6% 5.6% 0.9% 1.9% 0.9% 6.5% 5.6%
■November 14,2012 88.8% 0.7% 1 0.7% 1 0.0% 1 0.7% 1 4.2% 4.9%
Question#2
What country are you from?
30.0%
25.0%
20.0%
15.0% n
10.0%
5.0%
0.0%
Argentina Bahamas Brazil Canada Chile Colombia Costa France Italy
Rica
❑October 17,2012 16.7% 16.7% 0.0% 16.7% 16.7% 16.7% 0.0% 16.7% 0.0%
■November 14,2012 0.0% 0.0% 28.6% 0.0% 14.3% 28.6% 14.3% 0.0% 14.3%
Question#3:You indicated 'Other' in the previous question,please specify what country you are from: N/A
GREATER MIAMI
CONVENTION 8
24 VISITORS BUREAU
Question#4
What is your zip code?(Only Displaying the Miami Beach Zip Codes Comparision)
60.0%
50.0%
40.0%
o
30.0%
20.0%
10.0%
o
0.0/o
33141 33140 33139
O October 17,2012 38.9% 10.5% 2.1%
■November 14,2012 59.0% 4.5% 7.5%
Question#5
Is this your first visit to Greater Miami Area?
80.0%
60.0%
40.0%
20.0%
0.0%
Yes No
❑October 17,2012 26.1% 73.9%
■November 14,2012 25.0% 75.0%
Question#6
How many times have you visited before?
60.0%
50.0%
40.0%
30.0%
20.0
10.0%
0.0% i
One Two Three Four Five Six or more
❑October 17,2012 0.0% 0.0% 41.2% 0.0% 0.0% 58.8%
■November 14,2012 16.7% 8.3% 25.0% 0.0% 25.0% 25.0%
GREATER MIAMI
CONVENTION 8
25 VISITORS BUREAU 1,EAE
Question#7
Including yourself, how many people traveled in your immediate party with you on this trip to the Greater Miami Area?
(Persons for whom you or your spouse are financially responsible for on this trip.)
45.0%
40.0%
35.0%
30.0%
25.0%
20.0% x--
15.0% r�
10.0% I
5.0%
0.0%
One Two Three Four Five Six or more
❑October 17,2012 21.7% 30.4% 26.1% 17.4% 4.3% 0.0%
■November 14,2012 37.5% 43.8% 6.3% 6.3% 0.0% 6.3%
Question#8
What means of transportation did you utilize for this trip to the Greater Miami Area?(select all that apply)
70.0%
60.0%
50.0%
40.0%
30.0% i
20.0% I
10.0%
0.0%
Commerc Charter Private Car Camper Bus Train Ship/ Other
ial Air Air Plane /Trailer Cruise
❑October 17,2012 52.2% 0.0% 8.7% 30.5% 0.0% 4.3% 0.0% 0.0% 4.3%
■November 14,2012 68.8% 0.0% 0.0% 18.6% 0.0% 6.3% 0.0% 0.0% 6.3%
Question#9
What type of lodging are you using during your visit?
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Hotel/Motel Own Friends/Relatives Day Trip
Home/Condo
O October 17,2012 17.4% 47.8% 17.4% 17.4%
■November 14,2012 43.8% 18.6% 31.3% 6.3%
MA GREATER MIAMI
CONVENTION 8
26 VISITORS BUREAU
Question#10
How many nights are you spending in the Greater Miami Area?
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0% FL
0.0%
One Two Three Four Five Six Seven Eight Nine Ten or
Night Nights Nights Nights Nights Nights Nights Nights Nights More
Nights
❑October 17,2012 0.0% 0.0% 5.3% 10.5% 15.8% 10.5% 10.5% 0.0% 5.3% 42.1%
■November 14,2012 13.3% 1 0.0% 1 0.0% 1 0.0% 1 6.7% 1 13.3% 1 20.0% 1 6.7% 1 0.0% 1 40.0%
Question#11
You indicated 'Ten or more Nights'in the previous question, please specify how many nights you will be spending in the
Greater Miami Area:
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Eleven Nights Thirteen Fourteen Twenty-One Twenty-Four Thirty-Nights
Nights Nights Nights Nights
❑October 17,2012 20% 20% 20% 0% 20% 20%
■November 14,2012 0% 1 0% 0% 100% 0% 0%
Question#12
What was your main reason for visiting the Greater Miami Area?
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0% '
0.0%
Food Truck& Vacation Business Meetings/ Visit Friends Other
Music Festival Conventions or Relatives
Night
❑October 17,2012 26.2% 17.4% 4.3% 8.7% 39.1% 4.3%
■November 14,2012 12.5% 37.6% 1 18.6% 0.0% 31.3% 0.0%
GREATER MIAMI
CONVENTION&
27 VISITORS BUREAU
Question#13
You indicated'Other'in the previous question,please specify your main reason for visiting the Greater Miami Area:N/A
October 17,2012
Answer
Moving to Miami 100.0%
Total: 100.0%
November 14,2012
Answer
No Answers
Question#14
While in the Greater Miami Area for the Food Truck and Music Festival,you are likely to:
(select all that apply)
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Visit Visit Visit Go to Go to Go to the Go Fishing Go Go None of Other
Miami Miami Miami Bars/ Concert, Beach or Sailing Sightseein Shopping the Above
Attraction Museums Restauran Night Play or g
s or is Clubs Show
Galleries
❑October 17,2012 13.6% 6.8% 11.9% 11.9% 6.8% 22.0% 5.0% 6.8% 11.9% 0.0% 3.3%
■November 14,2012 13.3% 14.7% 12.0% 6.7% 8.0% 12.0% 6.7% 9.3% 13.3% 4.0% 0.0%
Question#15
You indicated'Other' in the previous question,please specify what other activities you are likely to participate in: N/A
October 17,2012
Answer
Pilates at Bayfront 50.0%
WSA 50.0%
Total: 100.0%
November 14,2012
"Answer I %
No Answers
® GREATER MIAMI
CONVENTION&
28 VISITORS BUREAU
Two Month Analysis - Summary of Responses
Wednesday, October 17, 2012
Wednesday, November 14, 2012
Part 2 — City of Miami Beach
Food Truck and Music Festival Questions
GREATER MIAMI
CONVENTION 8
29 "AAAFAAM VISITORS BUREAU
Question#16
Have you attended a Food Truck and Music Festival (Night previously?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Yes No
❑October 17,2012 42.1% 57.9%
■November 14,2012 49.0% 51.0%
Question#17
How many times?
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
One Two Three Four Five Six or more
❑October 17,2012 24.4% 37.8% 20.0% 13.4% 2.2% 2.2%
■November 14,2012 21.4% 38.6% 21.4% 8.6% 1.4% 8.6%
Question#18
How did you learn about Food Truck and Music Festival Night?(select all that apply)
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0% - [7
0.0% �-
Word of Attended The Food Another Street Magazine N Radio Mailed -Walked by Other
Mouth Previously Truck and Internet/ Banners/ Advertise Advertise Advertise Invitation the Event
Music Website/ Billboards ment ment ment
Festival Social
Website Media
Advertise
ment
❑October 17,2012 36.2% 10.8% 10.0% 9.2% 18.5% 3.8% 0.8% 1.5% 1.5% 5.4% 2.3%
■November 14,2012 32.5% 13.1% 5.7% 4.6% 20.6% 2.4% 0.6% 1.7% 3.4% 6.8% 8.6%
/ GREATER MIAMI
CONVENTION&
30 IN I VISITORS BUREAU
e
Question#19
You indicated 'Other' in the previous question,please specify how you learned about Food Truck and Music Festival Night?
October 17,2012
Answer %
Email Sent to Me 25.0%
Newspaper 25.0%
Postcards /Posters 50.0%
Total: 100.0%
November 14,2012
Answer %
Miami Herald 50.0%
Miami Beach Newsletter 25.0%
Working the Event 25.0%
Total: 100.0%
Question#20
Which internet/website/social media source did you learn about Food Truck and Music Festival Night through?
October 17,2012
Answer %
Facebook 33.5%
The City of Miami Beach 33.5%
Searching Food Trucks on 11.0%
SoulofMiami.com 11.0%
the305.com 11.0%
Total: 100.0%
November 14,2012
Answer %
Facebook 45.5%
FreeMiamiEvents.com 18.2%
Twitter 27.3%
MunchkinFun.com 9.0%
Total: 100.0%
Question#21
Which magazine did you learn about Food Truck and Music Festival Night through?
October 17,2012
Answer %
New Times 80.0%
AA 20.0%
Total: 100.0%
November 14,2012
Answer %
New Times 100.0%
Total: 100.0%
GREATER MIAMI
CONVENTION 8
31 VISITORS BUREAU
i
Question#22
What means of transportation did you utilize to get to the actual event?(select all that apply)
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Automobil Taxi Cab Bus Metro Rail Metro Tri Rail Walked Other
e Service Mover
O October 17,2012 63.2% 4.4% 4.4% 0.9% 0.9% 0.9% 23.5% 1.8%
■November 14,2012 55.9% 0.0% 2.8% 1 0.0% 0.0% 0.0% 37.2% 4.1%
Question#23
How often would you like to have a food truck event in this neighborhood?
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0% I I
0.0%
Once a Once Once a Once Once Once Once a No More No
week every month every every every six year Food Response
two two three months Trucks
weeks months months
❑October 17,2012 29.9% 14.0% 45.8% 4.7% 2.8% 0.9% 1.9% 0.0% 0.0%
■November 14,2012 38.5% 21.7% 34.2% 0.7% 0.0% 1.4% 0.7% 0.7% 2.1%
Question#24
How often would you like to see events in this neighborhood?
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
Once a Once Once a Once Once Once Once a No More No
week every month every every every six year Events Response
two two three months
weeks months months
❑October 17,2012 53.2% 15.9% 17.8% 2.8% 2.8% 3.7% 1.9% 1.9% 0.0%
■November 14,2012 50.3% 20.3% 24.5% 0.7% 0.7% 0.7% 0.7% 0.0% 1 2.1%
® GREATER MIAMI
CONVENTION 8
32 VISITORS BUREAU
Question#25
What other events would you like to see in this neighborhood?(select all that apply)
25.0%
20.0%
15.0%
10.0%
5.0% l
0.0%
Arts and Dance LGBT Events Movie Music Theatre Other
Culture Events Events Events Events
Events
❑October 17,2012 21.3% 14.0% 6.9% 17.0% 19.8% 17.0% 4.0%
■November 14,2012 20.4% 13.7% 8.5% 17.1% 19.5% 15.8% 5.0%
Question#26
You indicated 'Other' in the previous question, please specify what other events you would like to see in this neighborhood:
October 17,2012
Answer %
Bring Back Sleepless Nights 18.1%
Beach Arobics 9.1%
Children and Family Day 9.1%
Pet Beach Day 9.1%
Reggae Day 9.1%
Saturday and Sunday 9.1%
Shopping Markets 9.1%
Skate Night 9.1%
Sport Events 9.1%
World International 9.1%
Total: 100.0%
November 14,2012
Answer %
Kids Day with Festival Rides 28.6%
Yoga/Exercise day 14.4%
Beach Sports Day 10.7%
Community Events 10.7%
Family Events 10.7%
Bike Day 7.1%
Cultural Events 7.1%
Pets Day 7.1%
Environment Education Day 3.6%
Total 100.0%
® GREATER MIAMI
CONVENTION 8
33 VISITORS BUREAU
Question#27
Will you attend the Food Truck and Music Festival Night again?
100.0%
80.0%
60.0%
40.0%
20.0%
0.0%
Yes No
❑October 17,2012 95.3% 4.7%
■November 14,2012 98.6% 1.4%
® GREATER MIAMI
CONVENTION&
34 VISITORS BUREAU
Two Month Analysis - summary of Responses
Wednesday, October 17, 2012
Wednesday, November 14, 2012
Part 3 - Demographic Characteristics
GREATER MIAMI
AM"CONVENTION 8
35 VISITORS BUREAU
Question#28
Please select your Gender:
60.0%
50.0%
40.0%
30.0%
I `
20.0%
10.0%
0.0% �
Male Female Transgender
❑October 17,2012 46.7% 50.5% 2.8%
■November 14,2012 48.3% 51.7% 0.0%
Question#29
How do you identify yourself?
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0% '
Straight Gay Lesbian Bisexual Prefer not to
answer
❑October 17,2012 81.3% 11.2% 1.9% 5.6% 0.0%
■November 14,2012 90.2% 7.0% 0.0% 2.8% 0.0%
Question#30
What is your ethnic background?
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0% �^
Caucasian Hispanic/ Black/ Asian American Multi- Other Prefer not
Latino African Indian/ Racial to answer
American Native
American
❑October 17,2012 34.3% 47.2% 7.4% 3.7% 0.9% 5.6% 0.9% 0.0%
■November 14,2012 33.8% 46.4% 4.6% 3.3% 1.3% 6.6% 4.0% 0.0%:1
GREATER MIAMI
CONVENTION 8
36 VISITORS BUREAU
Question#31:
You indicated'Other' in the previous question, please specify your ethnic background:N/A
Question#32
Which of the following age groups are you in?
45.0%
40.0%
35.0%
30.0%
25.0% f
20.0%
I
15.0%
10.0%
5.0%
I
0.0%
Under 21 21 to 34 35 to 54 55 to 64 65 or older Prefer not
to answer
❑October 17,2012 6.5% 29.9% 44.9% 14.0% 4.7% 0.0%
■November 14,2012 4.2% 37.8% 39.9% 14.0% 4.2% 0.0%
Question#33
What is your highest level of education?
35.0%
30.0%
25.0%
20.0% F-1
15.0%
10.0%
5.0%
0.0%
Some Complete Some Associate' Bachelor's Master's Doctoral Some Other
High d High College s Degree Degree Degree Degree Graduate Education
School School Studies
El October 17,2012 7.5% 8.4% 21.5% 5.6% 28.0% 18.8% 6.5% 0.9% 2.8%
■November 14,2012 3.5% 10.5% %12.6% 32.9% 21.0% 4.8% 0.7% 1.4%
GREATER MIAMI
CONVENTION&
37 VISITORS BUREAU
Question#34
What is your household income range?
30.0%
25.0%
20.0% �1
15.0%
10.0%
5.0% I r--
0.0%
Under $25,001 to $45,001 to $65,001 to $85,001 to Over Prefer not to
$25,000 $45,000 $65,000 $85,000 $105,000 $105,000 answer
❑October 17,2012 11.2% 21.5% 15.0% 6.5% 5.6% 12.2% 28.0%-T
■November 14,2012 14.7% 19.6% 18.8% 10.5% 7.7% 11.9% 16.8%
I
® GREATER MIAMI
CONVENTION&
38 VISITORS BUREAU