Updated Finance Addendum_May 19-2017MIAMIBEACH
FINANCE AND CITYWIDE PROJECTS COMMITTEE MEETING
ADDENDUM MATERIAL
coMMrssroN CHAMBERS,3RD FLooR, ctry HALL
MAY 19,2017 AT 2:30 PM
TO: Commissioner Ricky Arriola, Chair
Commissioner Joy Malakoff, Vice Chair
Commissioner John Alem6n, Member
FROM: ;*,]::::ffi::;W /LDATE: May 19,2017
SUBJECT: ADDENDUM MATERIAL FOR THE FINANCE AND CITYWIDE PROJECTS
coMMtTTEE (FCWPC) ON FRtDAy, MAy 19,2017
ADDENDUM MATERIAL ITEMS 19.24
NEW BUSINESS
19. Discussion Regarding The North Beach Town Center Redevetopment Proposat,
lnvolving Gity-Owned Parking Lots, Made By North Beach Town Center Developmen!
LLC, An Affiliate Of Pacific Start Capital, LLG
Commission ltem C4C, May 17,2017
(Sponsored by Commissioner Malakoff and Co-sponsored by Commissioner Arriola)
Tom Mooney, Planning Director
sfafus; ltem enclosed from the May 17,2017 commission Meeting.
20. Discussion Regarding A Sponsorship Agreement With Miami Design Preservation
League (MDPL), ln A Form Acceptable To The City Attorney And The City Manager, !n
An Amount Not To Exceed One Hundred Thousand Dollars ($100,000), ln Support OF
The 2018 Art Deco Weekend
Commission ltem C4D, May 17,2017
(Sponsored by Vice-Mayor Rosen Gonzalez)
Eva silverstein, Tourism, culture, and Economic Development Director
sfafus: ltem enclosed from the May 17, 201T commission Meeting.
21. Discussion Regarding The Waiver Of Rental Fees For Halls A, B, C, D, And Adjacent
Meeting Rooms At The Miami Beach Convention Center For The Nationat Football
League (NFL) And Sponsorship For The 2020 Super Bow! LtV
Commission ltem C4E, May 17,2017
(Tourism, Culture, and Economic Development)
Eva silverstein, Tourism, culture, and Economic Deveropment Director
Sfafus; ltem enclosed from the May 17,2017 commission Meeting.
1
2
,T'Ettt
ni
,hiE
T',EE
AJ
3
MIAMI BEACH
TO:
FROM:
DATE:
SUBJECT: REFERRALS TO THE LAND USE AND DEVELOPMENT COMMITTEE,
FINANCE AND CITYWIDE PROJECTS COMMITTEE, AND THEN
DIRECTLY TO THE PLANNING BOARD OF THE NORTH BEACH TOWN
CENTER REDEVELOPMENT PROPOSAL, INVOLVING CITY-OWNED
PARKING LOTS, MADE BY NORTH BEACH TOWN CENTER
DEVELOPMENT, LLC, ANAFFILIATE OF PACIFIC STAR CAPITAL, LLC.
ANALYSIS
Please place on the May 17,2017 Commission Agenda, refenals to the Land Use &
Development Committee, Finance & Cih4lide Projects Committee; and then directly to the
Planning Board of the North Beach Town Center redevelopment proposal, involving Cityowned
parking lots, made by North Beach Town Center Development, LLC, an affiliate of Pacific Star
Capital, LLC.
A copy of the redevelopment proposal is attached hereto, describing the terms and the
requests for referrals.
Legislative Tracking
Commissioner Joy Malakoff & Co-sponsored by Commissioner RickyAniola
ATTACHMENTS:
Description
o Redeveloprnent Proposal
Commission Gommittee Assignments - C4 C
COMMISSION MEMORANDUM
Honorable Mayor and Members of the City Commission
Commissioner Joy Malakoff
May 17,2017
Page 89 of 949
4
Akerman LLP
Three Brickell City Centre
98 Southeast Seventh Street
Suite I 100
Miami, FL 33131
Tel: 305.374.5600
Fax: 305.374.5095
May 5,2017
Comm issioner Joy Malakoff
City of Miami Beach
1700 Convention Center Drive
Miami Beach, FL 33139
RE: North Beach Town Center Redevelopment Proposal, involving City-Owned
Parking Lots, and Request for Referrals to City of Miami Beach Sub-
Commiilees and the Planning Board
Dear Commissioner Malakoff ,
Our firm represents Norlh Beach Town Center Development, LLC, an affiliate of Pacific Star
Capital, LLC (both hereinafter referred to as "Owner"). The Owner is proposing a comprehensive
redevelopment of a significant stretch of the North Beach Town Center south of 71st Street, to
implement the vision of Plan NoBe and to transform the area from an underutilized collection of
single-use buildings and sudace parking lots into a vibrant pedestrian-oriented town center with
new retail, while also providing much needed parking, publically accessible open space, and new
residential rental apartments for the surrounding community.
Background
Since the inception of Pacific Star Capital in June 2003, the Owner has developed and
acquired a real estate portfolio totaling in excess of $700 million. Recent major projects the Owner
has successfully completed nationwide include: rehabilitation of an 1,100 unit apartment complex
in Houston, Texas; renovation of a 265,000 square foot regional shopping center in Chicago,
lllinois; and renovation of a 1 16,000 square foot community shopping center in southern California.
Locally, Pacific Star developed a 50,000 square foot Whole Foods-anchored shopping
center at 123'd Street and Biscayne Boulevard in North Miami. Dr. Mehrabi, principal of Pacific
Star, is a thoughtful leader in innovative development who serves as a Governor of the Urban Land
lnstitute and is on the advisory board of the Lusk Center at the University of Southern California,
one of the country's premier graduate real estate development programs.
ln April 2017, the Owner acquired the properties owned by City National Bank on the south
side of 71't Street within the North Beach Town Center area. The Owner strategically acquired
additional properties adjacent to the City National parcels to better assemble a comprehensive
development site consisting of two blocks between Bryon and Harding Avenues.
(41631231:4)Page 90 of 949
5
May 5,2017
Page 2
The Proiect
The Owner purchased these parcels to develop a cohesive and transformative project for
the North Beach community. This two-block swath of land in the heart of the Town Center
represents a golden opportunity to inject new investment into the area and create a vibrant activity
node. The Plan NoBe North Beach Master Plan ("NoBe Master Plan")1 states that "the Town
Center is intended to be the center of activity for North Berlchj and the Owner is committed to
delivering a lively mixed-use project that can fulfill the directives of the NoBe Master Plan.
The Owner is proposing the following elements to realize this vision (collectively referred to
as the "Proiect"):
o Preseruation and revitalization of the 3-story building at 326 7'1't Street, the original home of
City National Bank (the "CNB Building"), to be re-occupied in part by City National.
o Redevelopment of the lot immediately south of CNB Building as a park open to the public.
o Demolition of 6 story building adjacent to the CNB Building, to combine with surrounding
surface parking lots to the south owned by both Owner and the City,2 for development of a'12 story, 140 unit rental residentialapartment building,
o Development of the apartment building will include ground-floor retail spaces on 71.1 Street
and lining a "paseo-type" interior street open to the public stretching from Harding to
Abbott Avenue.
o Redevelopment of Owner's properlies between Abbott and Byron Avenues, along with a
City-owned parking lot,3 into a thriving retail center, where Owner is targeting a grocer as
anchor tenant to occupy approximately 30,000 square feet on the ground floor.
o Development west of Abbot Avenue will include small "incubator" retail along 71st Street to
foster a pedestrian-friendly environment and promote local businesses, along with two
floors of innovative work spaces or retail above the ground level, where the Owner is
targeting large national credit retailers.
. Redevelopment of properties between Abbott and Byron Avenues would also include a
parking garage with approximately 360 spaces, to serve retail tenants and to replace the
83 parking spaces lost from City-owned parking lots in connection with the Prolect.
The Project draws inspiration from Art Deco themes of the original CNB Building, built in
the late 1940s as the founding branch of City National Bank (originally North Shore Bank), which
continues to be a pioneering financial institution in South Florida. The Pro.lect will expand off this
architectural heritage and create a surrounding atmosphere similar to Purdy Avenue in Sunset
1 See Page 1 .5 of the NoBe Master Plan, adopted by the City Commission on October 19, 2016.
2 The portion of the Project lying between Harding and Abbott Avenues contains the following properties:
02-321 1 -002-0930 , 02-321 1 -002-0920, 02-321 1 -002-091 0, 02-3211 -OO2-OB9O , 02-321 1 -OO2-0BBO,
02-321 1 -002-0870, 02-321 1 -002-0860, 02-321 1 -002-0850.
3 The portion of the Project lying between Abbott and Byron Avenues contains the following properties:
02-321 1 -002-1 050, 02-321 1 -002-1 060, o2-g2i 1 -002-i o4o, 02-921 1 -oo2-1 o3o, 02-321 i -ooz-r ozo,
02-321 1 -002-1 010, 02-321 1 -002-0990, 02-321 1 -002-0970, 02-321 1 -OO2-0950.
$t63t23r;a|Page 91 of 949
6
May 5,2017
Page 3
Harbour, where retail activity is driven by smaller, human-scale spaces. North Beach needs
additional grocer options and is also lacking innovative work spaces and national credit retailers.
The combination of these large and small businesses, punctuated by a new pocket park, will
generate a lively shopping and gathering space in the Town Center.
lncorporation of the City-owned parking lots on Harding and Byron Avenues provides
sufficient room to fully realize this vision of an intimate interior-facing retail street on the east block,
and a retail center anchored by a grocery store on the west block. Failure to include these
unsightly and underutilized surface lots in the Project would disrupt the continuity of pedestrian-
oriented commercial activity along 71't Street and mixed-use redevelopment that the NoBe Master
Plan encourages for this area.a
Byron Carlyle Theater
The NoBe Master Plan also highlights the Byron Carlyle Theater ('BCT') and an associated
14 space surface parking lot directly to the west of the Project as a prime location for a "catalyst
project" to spur redevelopment in the Town Center.5 The Owner believes that the BCT site could
be an excellent opportunity to stretch the vibrancy of new retail activity created by the Prolect
westward along 71't Street, and to construct new civic space to house the needs of the City
(artistic, cultural, etc.). Therefore, the Owner would certainly be interested in partnering with the
City to redevelop the BCT site if given such an opportunity, and we would suggest that the City
consider putting these properties out for bid to help continue revitalization efforls for the North
Beach Town Center.
Proposed Terms and Requests for Referral
The Owner is requesting the City convey the two surface parking lots between Bryon and
Harding Avenues to be redeveloped as parl of the Project. ln consideration for conveyance of
these properties to the Owner, the Owner will: (i) ensure public access to the same number of
spaces that currently exist in the City-owned surface lots by dedicating 83 spaces in the planned
garage to use by the general public; (ii) create approximately 280 more parking spaces for the
Prolect than is required by the City Code; (iii) provide a new publicly accessible park; and (iv) use
these currently tax-exempt City-owned lots to create tax revenue for the City.
ln order to accomplish the Project as outlined above, the Owner is respectfully requesting
that you sponsor the following actions to be taken at the May 17th City of Miami Beach
Commission meeting:
. The Commission will direct the City Manager to prepare an appraisal of the City-owned
surface parking lots to be encompassed in the Project.
o The Commission will direct the City Manager to negotiate a Development Agreement with
the Owner regarding the Project and terms of disposition of City-owned properties.
o The Commission will make the following referrals:
a See Page 2.5 of the NoBe Master Plan.
5 See Pages 2.5,2.12 and 2.66 of the NoBe Master Plan.
{at$1231;4)Page 92 of 949
7
May 5,2017
Page 4
o Sale of the City-owned surface parking lots-to the Land Use and Development
Committee ('LUDC") and the Finance and Citywide Projects Committee ("Finance
Committee");
o Rezoning and change in future land use designation of the City-owned surface
parking lots (from GU to TC-1)-to the LUDC, Finance Committee, and straight
through to the Planning Board; and
o Text amendment to the Land Development Regulations that allows principal use
parking garages in the TC-3 district to be maximum 60 feet in height and to remove
the four story height limit for such parking garages-to the LUDC, Finance
Committee, and straight through to the Planning Board.
. The City administration will explore putting the Byron Cadyle Theater property and
associated surface parking areas out for public bidding to redevelop the site.
Conclusion
ln sum, this is an exciting and unique opportunity for the Owner and the City to
comprehensively redevelop a significant stretch of 71"1 Street in the North Beach Town Center area
under one cohesive plan. The Prolect will address and follow many of the recommendations in the
NoBe Master Plan, to make the Town Center a true center of activity for North Beach. ln addition
to removing underutilized and economically stagnant buildings for better quality development, the
Project will celebrate the architectural heritage of the area by preserving and showcasing the
original CNB building, and create new opporlunities for a community identity by providing a new
pocket park for the entire neighborhood to enjoy.
For all of the aforementioned reasons, we look fonruard to working on behalf of the Owner
and with the City to bring the Project to the Norlh Beach community.
Sincerely,
lfr
Neisen O. Kasdin
l4t63t23t;4)Page 93 of 949
8
I7Eta
7wENTY
9
MIAMI BEACH
TO:
FROM:
DATE:
SUBJECT: REFERRAL TO THE FINANCE AND CITYWIDE PROJECTS CoMMITTEE:
SPONSORSHIP AGREEMENT WITH MIAMI DESIGN PRESERVATION
LEAGUE (MDPL), IN A FORM ACCEPTABLE TO THE CITYATTORNEYAND
THE CITY MANAGER, IN AN AMOUNT NOT TO EXCEED ONE HUNDRED
THOUSAND DOLLARS ($TOO,OOO), IN SUPPORT OF THE 2018 ART DECO
WEEKEND.
ANALYSIS
The Miami Design Preservation League (MDPL), an anchor not-for-profit organization in Miami
Beach, created the annual Art Deco Weekend (ADW) festival forty years ago as a way to draw
people to Ocean Drive in an effort to preserve and protect the historic architecture of the area. The
annual three-day event, which takes place over Martin Luther King weekend, is the City's longest
running free community cultural festival, fu!! of family-friendly activations, educational lectures, live
music and a classic car parade. Recent enhancernents to the festival have included the Jaz. Age
Lawn Party, improved vendor and food eperience and partnerships with Miami Beach businesses.
The festival annually attracts over 150,000 attendees, 57o/o of whom are out of town visitors, 71% of
which stayed in a Miami Beach hotel, aecording to a 2017 Touch Poll Survey conmissioned by the
MDPL.
For the 41st edition of ADW, taking place Friday, January 12 through Sunday, January 14, on Ocean
Drive from 5th 1o 14th Streets, including the closure of Ocean Drive in this area, MDpL estirnates the
following costs, based on the 2017 edition:
o Police: $63,832
o Fire: $15,296
o Parking:$6,840
o Electrical Permit Fee: 91,984o Sanitation (dumpster fee): $903o Liquor License: 9400
Total Fees: $89,255
ln addition, MDPL contracts with private security for ovemight security coverage. MDPL plans to
bring this work to MBPD to convert potentially sorne or all of this coverage to MBPD off-duty
officers, resulting in a tota! need of approximately $1OO,OOO.
Given the historic importance and tourism value created by ADW, MDPL is requesting that the C1y
of Miami Beach agree to sponsorADW at a $100,000 value. Detaits and deliverables of the sponsor
Commission Commiftee Assignments - C4 D
COMMISSION MEMORANDUM
Honorable Mayor and Members of the City Commission
Vice-Mayor Kristen Rosen Gonzalez
May 17,2017
Page 94 of 949
10
package would need to be eplored if approved. Typically, these types of sponsorships are funded
from resort tax collections, which, it mrst be noted, has been down year-to-date conpared to the
sarre period in 2016. The funding source would need to be considered during the FY 2017118
budget development process.
The attached docurnents highlight the benefits of this event to the City of Miarn' Beach.
Legislative Tracking
Vice-Mayor Kristen Rosen Gorvalez
ATTACHMENTS:
Description
D Art Deco Weekend 2018 - CMB Sponsorhip Proposal
0 Art Deco Weekend Ecpnonic lnpact Report - Prepared by GMCVB
Page 95 of 949
11
;
f:'
@
\-oNEoEF'
FELO-ot.\z8oea2
=EoEo=o3,o5
+,t-
12
!'aol
17,l,---ErfUP>i2a/\&:GU
"9HIe
=l
E?
ICo
3E e E;= g sgE
=E eE $es*
6 u ,-e .=' t Eeffi,tg ? .= €HF*=
EE a, E E=FE
;ggEnEEos
EEEF
EiiiI,IEEEEigEg
a+,.Cg
F.t-
.9)IoCorzoo
=oooo
+,!-
ltttltttll
13
o)\fo)
o
@o,
oo)G(L
c9G ggo- gE a3 hE I IE EE E E
& sE f fiI EP o- EG =6 (9
; '=; o xEa Be eA ngc 5E E5 a '=
: ?^E J'.!Ep=urq E$EEE F:$
E EigEffiEEl'* 3E E E N E', c
o
N ! l I I
ECo
-:<oo
=oooo
E
t;';"i1I l'
.*. -J'-:,
ir' 1 .q':ests:', ,.ri[
I
*I
J
0
14
o Ed: 1lo.E .ch
::gE
3 gs s
EB€5
= o.c=
? g His EHE .EE--
o,!to,
o
o)o,
oo,(U(L
N
oc\
E
o
q)
-o
=oooo
x,o)t5U)
oo-
C)5
P
(l)o
5oq
oEeo E^.J- ox
EE3
*t
C)
(U
o-
E
.9
EoCo
C)
Lu
oU
U)t-o
.=
U)
!t-roN
ECoLoo
=oooo
+,t-
15
id ELJ-Cot -?['fr F; H,o oE
=,-5i E E f5;
?F.UO.2,.o=EE E.6-,EE: (J'No:3o.s 4.0 r:
;B *E E+,r-Eto
=
EPEEeSESE g
E5=EE E#€:EE FgE q (U 2
=Yii9Er P8e=frl EEE uEE E'o e=8
}XEEHEi fi E gE
e
E +E il=E
g sF #gd
o
.ILo
tr
Gouo
lasu
TUotrtu5oo
o*,
uI
.E
EoUoootros
(,
o
.CP
oL
ooosF
16
o,\lo)
o
o
oo)(E(L
N
oNb
or<q)
-q)
=oooat
Sq)t
=q
o0-
oS
P
(l)
QSo(/,
rl-,
(U-coac)
EE OF\ +, t-\r, I-
-- O'l
6s^E
\./ - JrJ
- -=6=;ioc
Hsg
I
<)ottsa.E
*r,oa
o)
.=
Ct-EE9EilE
E 7i-
tS \YL?gE(U.=b 2 'is€sf.- .9. lfl
ao+r,
(U
M
Co
l-+,o
(Uttsa
l-+,
(Ua
.C
.9)I
17
o,$o)
o
c\lo
oo)oo-
N.
oNE
or<o
-o)
=oooot
xot
=@
oq.
C)
P
hi
afou)
t-oo; Be s EEE EE S EtE FE b ,8;# lE E b+'e P8 E agEE HE E E=.P* i; EEgEE
E*EEggtg*
S?NEE5Eil5?
CD
=faotr
NroN
ECo
-\<oo
=oooo
+r,t-
tt
18
=ee.Y=#EEEex B E a E e Pe*ft EEEFEI E s
iiEiggBEii=B.E..6.=Aol'/l- P)- $Es
EE giEEE 36 afi g=
;E;E,:g3EF#EEE,E€gsEgFEEn:f;8
EF E e H Fg; E
a
$o
(,
@roN
ECorzoo
=oooo
+,t-lt
19
AGAE I u 'E\J\--\Oa+r,CULh; EB .EgE se I
E,= E9 E EEg hB,E 8EbE Y, iDD .:E
= P 8.=E = -a
i8 : dE P^Poo=50-o+'Eoi [gB !38E= d,-= boEeE ias frP
E3H *g.E H$FE; p='E os=sfrE AilE EeFs: 39E;E.'o Egtr-
=E;fi !oE PE8 Et,.q .t-. 6
-:"9 IE ao- q .9 -v -coE iE g,ha o= g
Fe2=
€ll
20
(oN.t^
No
-@
-g
oFn
I
E
(U
o-
I
Eg
CD .E
of\t5 I@@lno) .r-:. g\-o6@ _o :EEE8 ELL A $ 6
N o; o'*, I Eco sF=i+i e\ B.
fi*E*;q s
=
r (I)oE-J o Po@c'=G=O@o ..'v t( .= s2 (1) ;.:al-\JF-
-(LrL-o.=GEEa = .E::::'.: g
E
NroN
=o
I
.Co
Go
m.E
.g
ll-o
.=
O
o+,
aootL
JLo
21
oooed
=oo__FOerie 5lojjo
P(DEEAE P o r! ij
BEEffi
E p i.E ;gDEE:F
$CtPg.!,EE"E|,,.ErFr1-iE=tr
tu=(Jmcn
r83=E
cnt-o
o
=ootL
t-o
EC
(U
U).+
.Cat-oaCoo-a
.=o tfttt
22
o)$o,
o
Nor
oo,o
TL
+,o
(U
o-
.E
.9
EoCoo
Lu
o.C
o)c
Et-(tr
o)ot-
m
o
fi6\r, +,OE-c(U+., O.
-ou)ooooE.C
aso-(U
LLoA:l-l lts1;E6J. .Y
$s
oos8oOA#
db
oCol<oo
=oooo
Ul-
l+-o
+,o
(U
o-
E
.9
EoCoo
l.U
23
sIooo.E
.g
=r-o
lytr
IoEo
iyIg
o(J
x-t!Fto
aaoE
.Co
(Uom.E
.q
Itso
tts,o
I
@Co
.I!+r,oo
E o
C)
x
(UF
gl-o
C,ot
_eE^eEag.s.E.E. aE.EEE-E-E-EE-ETBEBB$BFie'.rt $ {r} v} <t} 6 6 iri v;
24
5t8t20t7 Miami Design Preservation l-eague Mail - 2017 Art Deco Weekend report
CMr,il
"a^r.r3h
Daniel Ciraldo <daniel@mdp!.org>
2017 Art Deco Weekend report
Andrew Wobensmith <awobensmith@gmcvb.com>
To: "daniel@mdpl.org" <daniel@mdpl.org>
Cc: Bill Anderson <bill@gmcvb.com>
Hello,
Mon, May 8,2017 at 10:48 AM
Please see attached report. This year's event was very well regarded, with people consistently giving it high marks in
satisfaction and intent to return. One third of attendees were brand new to the event. Compared to years past, awareness
of the event has shifted depending on what source of information people saw. Furthermore, just over $13 million dollars in
direct business sales were generated from the event.
Please let us know if you have any questions.
Thanks,
Andrew
$t tr!Lr{ l..ru*.3rr*f Lf O.r f,
I :l1:"' h!''{L^L
Andrew Wobensmith
701 BrickellAvenue, Suite 2700, Miami, FL 33131 USA
Office: 305.539.2931
awobensmith@GM CVB.com
MiamiandBeaches.com
BtEis.tEtple
2017 Arl Deco report.pptx
952K
Page 109 of949
https://mail.google.com/mail/u/0/?ui=2&ik=fc0459abcb&view=pt&msg=15be888904b494+A&search=inbox&siml=l5be8889MM9zte425
/VIA/VI
GREATER MlArvtl COiWENTION &VISITORS EUREAU
Profile of Attendees
January 2OL7
Prepared by: GMCVB Research Division
Greater Miami Convention and Visitors Bureau
701 Brickell Avenue, Suite 2700, Miami, FL 33131 - phone: 305-539-30G5
Emai I : ReseaRhgG MIIVbt04 g
26
Background and Objectivgs ....r.................r...... 3
Executivg Summary...r................r..........r............. 4
FindingS......r....r......r.....r............r.r....r..........r.......r 6
AppendiX............................................!............. 15
Page 111 of949
27
' Art Deco Weekend is a community festival held on Ocean Drivein Miami Beach that welcomes over 150.000 oeoole evervyear. lt is a commitment to the Miami desien' Preservation
League's mission to preserve, protect and piomote historicpreservation in the Art Deco District and throuehout South
Florida through qgrg lhan 85 educational eventiheld during
Art Deco Wee-kend's 3-day festival.
. The Greater Miami Convention & Visitors Bureau (GMCVB) in
partnership with the Art Deco weekend committee developed a
research survey to gauge attendees' perspectives of thb Art
Deco Weekend communi-ty festiva!.
. |n_-pgrson^ interviews were conducted on Saturday January L4,
2OL7 at Ocean Drive between 5th and 13.th S11eets. The tirget
audie_nce consisted.of people entering and exiting the events-at
the aforementioned venues.
. The primary objectives of this study are to:
' Evaluate the overall experience, satisfaction and intent to return
among attendees of Art Deco Weekend
' Understand what activities of the event are of most interest and
most attended
' Discover where attendees saw or heard information about the event. Reveal what areas of the event could use improvement
' Develop a demographic profile of the Art Deco Weekend attendees
This report contains trended data from previous survevs
conducted in 20L4 and 2015. Total bases sizes were zSL, 2dL
and 87 attendees respectively.
The ensuing information is geared to assistine the Art Decoweekend cbmmittee in deVelopine marketinE initiatives tofurther promote and expand Art Decd Weekend.-
Page 1 12 ot 949
28
' Satisfaction with this year's event and the likelihood to return in the future
were very positive and on par with previous years.
' At 88%, the great majority of attendees reported a high level of satisfaction.
' Similar to satisfaction, respondents overwhelmingly l9 %) said they were likely to
return for future Art Deco Weekends.
Just over one third of Art Deco Weekend attendees were brand new to the
event, unchanged from last year. However, many attendees went to ocean
Drive for other reasons.
' About half of those interviewed specifically came to Ocean Drive for Art Deco
Weekend; this is comparable to 2015 but considerably less than in 20L4.
' The majority of this year's Art Deco Weekend attendees only come to Ocean Drive
a few times a year, at most. Just over half reside in Miami-Dade County.
The awareness of Art Deco Weekend through various media has been
changing over time. some sources seem more viable than others.
' Most people reported having saw/heard something about Art Deco Weekend. The
most common sources of information were The Miami Herald, Facebook and The
Miami Times, respectively. Awareness of the event through The Miami Times and
Facebook appear to be improving over time; however, the # of those who
mentioned The Miami Herald saw a directional decrease during the same period.
' Furthermore, awareness of the event through Google and Radio were all a bit
fainter than in 20L4. Twitter and the MDPVADW websites were virtually never
mentioned; it may be a good idea to explore the worthiness of these
informational sources for future events.
When asked, those in attendance most often expressed their interest
in Iive music at the event. However, almost half said none of the
above.
' More understanding is needed to uncover what is truly driving these people to the
event if they are not planning to attend the main activities. One possible
explanation could be the food; the number of people who are eating at the food
vendors has steadily increased year over year since 2014.
Page 113 of949
29
' Almost half of those at the event said they learned something about Art
Deco or the Architectural Historic District while they were there.
' The most learning came from the Tours, Friends and Guides. lnterestingly,
considerably more people said they learned something from Film than in prior
years.
' Less people said they found the Exhibits to be informational than in previous
years,
Suggestions about improving Art Deco Weekend have shifted a bit from
year to year.
' Perceptions around improvements in Logistics have consistently improved year
over year. However, directionally more people this year mentioned that the
music needs to improve.
' Those who had suggestions for other improvements also mentioned the arts and
antique vendors. Some also suggested that the advertising could have been
better.
Based on surveying performed by GMCVB at Art Deco weekend in past
years, the demographics of those who are attending the event appear to
be changing. This may be driving some of the changes in perceptions as
compared to what was seen in the past.
' The % of males in attendance this year was higher than in previous years. tn
2OL4 and 2Ot5, a third of the target audience was male. This yeal that number
approached almost half.
' Agq has also changed. Compared to years prior, there were slightly less people
under 24 years old and more that were 55+. Along with this, there were
considerably less people with children under 18 in attendance.
Using the DMAI Event lmpact calculator, this year's Art Deco weekend
had a positive impact in direct business sales amounting to over SL3
million.
' Of direct business sales, more than half was from lodging. Sales of food and
beverages were healthy and contributed almost 52.6 million-dollars alone.
. ln total, local tax revenue hit almost S1.4 million dollars this year.
. All told, over 8,000 localjobs were supported.
Page 1 14 ol 949
30
Findings
E;;t',tX Page 115 of949
31
:il't'-,
First time attendee 28%37o/61 37%
Have you ever been to Art Deco in PAST years?
: Total Respondents
What Art Deco Weekend ACTIVITIES will you attend/have you attended? (Please select all that apply)
: Total Respondents
v
Significantly higher or lower than previous wave at a 95% confidence interval
Q11
Base
Q16.
Base+
Page 1 16 of 949
32
nDCI@EI
20L4
2015
20t7
3%
7%
B%
LO%
ts%
7%
t6%
1,5%
22%
L1%
t1%
L3%
39%
32%
32%
24%
22%
24%
8%
t0%
B%
20L4
2015
20L7
72%
s8%
s3%
17%
31,%
3s%
Q12 Did you travel to Ocean Drive today SPECIFICALLY for Art Deco Weekend?
Base: Total Respondents
Q13 Other than Art Deco Weekend, how often (per year) do you come to Ocean Drive?
Base: Does not live on Ocean Drive
Page 1 17 ot 949
33
Q14. Where have you seen information or heard about Art Deco Weekend? (Please select all that apply)
Q15' You indicated Other in the previous question, please specify where you have seen information or heard
information about Art Deco Weekend
Base: Total Resoondents
ttQrSig"ificantly higier or lower than previous wave at a 95% confidence interval
'Other/' included Friends/Family in 2014
Page 1 18 of 949
34
Q18. Did you LEARN anything about Art Deco or the Architectural Historic District while you were here for Art Deco Weekend?
Base: Total Respondents
Q19. How did you learn it?
Base: Learned something about Art Deco/Architectural Historic District
^fLU,si8nificantly higher or lower than previous wave at a 95% confidence interval
Other" included Friend in 2Ol4
Page 119 of949
35
Q20. lf you ATE at Art Deco Weekend, WHERE did you eat? (Please select all that apply)
Base: Total Respondents
Page 120 of 949
36
I I
t-*,
i
.-.'-.-*--,...--._.--..-'....-.
-
j
'l%Zon
Net Satisfied
Net Likely to Return
Q21. Overall, how sattsflcd are you witn
Base: Total Rcspondents
Q22. How keiy are you to return to Art
Base: Total Respondents
90%
92%
Art Deco \,Veekcnd?
Deco Weekend in the future?
9t%
91%
8B%
94%
Page 121 of 949
37
",.. -ii : '
lr.ij"ai:::aj:t :iil
I .r,.. ,:r. , ,f,!,..::::ii . .r r'r..
i:-:.i:' ' :r. :. ::
'i.:.=:r j.i: 7li.i-i-jij:::,l
''1 r.::*.ri::...,' i! :. .,r".1
r r,.,_.riia.i;,r. 1:: ::.i
Q23. lf we could improve upon any area(s) of Art Deco Weekend, which area would you suggest we make
improvements? (Please select all that apply)
Base: Total Respondents
Significantly higher or lower than previous wave at a 95% confidence interval
Page 122 of 949
38
Da&g
Q24 Are there any additional ACTIVITIES you would like to see at Art Deco Weekend that you haven't found here?
Base: Total Respondents
Q25. Please type in your suggestions.
Base: Would like to see additional activities at Art Deco Weekend
Page 123 of 949 t4
39
"Do better local ods, most neighborhood people I
spoke with didn't know they were only a few
blocks owoy. How sod."
"Cor show on ottraction too"
"Love it"
"More Art Deco Deolers"
"Need better odvertisi ng"
"l wottld like to suggest more art, local art no stuff
mode in Chino- yoga better food options and
music, a lot of music."
"More porking"
Q29/Q30. Do you have ADDITIONAL COMMENTS you would like to share with us? Please type in your comments.
Page 124 of 949 15
40
Appendix
EfHn{l Page 125 of 949 t6
41
Page 126 of 949 t7
42
Aventura
Coral Gables
Cutler Ridge
Doral
Hialeah Gardens
Miami
Miami Beach
Miami Shores
North Miami
t
3
2
7
t
9
25
2
1.
L
46
Canada
Chile
England
Italy
Spain
Total
L
3
3
L
L
9
Q1. Where is your PRIMARY residence?
Base: Total respondents
Q2. Please select the municipality in which you live.
Base: Live in Miami-Dade
Q3. What country are you from?
Base: Live outside of the USA
Total
Page 127 of 949 18
43
trD
Q5. Are you staying in a paid lodging accommodation (HOTEL, MOTEL or Air BnB) in Miami,Dade County?
Base: Nonresidents of Miami Dade
Q6. ln what type of acccmmodation are you staying?
Base:Staying in paid todging rn Miami-Dade
Q7. How many nights are you spending in the Greater Miami Area?
Base:Staying in paid lodging in Miami-Dade
Page 128 of 949
44
AC Hotel
AirBnb
Beds & Drinks Hostel
Delano
Eden Roc Renaissance
Loews Miami Beach
Newport Beach Resort
President
L
L
1
L
3
2
2
3
1
L
Shelley
The Palm Hotel
Other South Beach boutique hotel
Total
Q8 Where is your Motel, Hotel, or Air BnB accommodation located?
Base: Staying in paid lodging in Miami-Dade
Q9/a10.. ln which of the following hotels are you staying?
Base: Staying in paid lodging in Miami-Dade
5
2L
Page 129 of949 20
45
Event lmpact Summary
Destination: GTR UIAIIICONVENTIOil & VISITORS BUREAU
rl,
tt
EvailPrar&rr t(ry R.r*b
Event Name.
Organization:
Event Type:
Starl Date
End Oate:
Overnight Atlendees:
Day Attendees:
Art Deco Weekend
Miami Design Preservation League
Food and drink
1t13nU7
1t15t2017
20235
8265
Business Sales (Direct):
Business Sales (Total):
Jobs Supported (Direct):
Jobs Supported (Total):
Local Taxes fl'olal):
Net Direct Tax ROI:
Eslimated Room Demand:
$13.002,442
$21.597.507
6.048
8.'t32
$1,394.718
$1.283.244
28.434
lilruct Btdmrl SCcf
s12 m0 000
s10.000.m0
38.000.000
s6.000.000
34.m0.000
32 m0 m0
Salcs by Source
s0 xii
!6t5
S.h. by Soctor
Trans
Space Rental
Retad
Recrealron
s6 000 &o tE 000.000
FoodlBev
Busrness Servres
320m0@ 3{m0m
lndustry Attendees Organizer Media/Sponsors Tota!
Lodging
Transportation
Food & Beverage
Relail
Recreation
Space Rental
Business Services
TOTAL
$7,846.033
$678.121
$1,978.436
$720.866
$570.956
$0
s0
$11.794.414
$18.607
s1.789
$613.484
50
$0
$98.676
s107.253
s839.819
s0
$1,612
$91 0
s0
$0
87,277
5358,410
s368,210
$7.864,640
$681.522
$2.592.830
$720.866
$570.956
$105,953
$465,674
s13.002.442
Page 130 of 949 21
46
,
7',EIU'
T',
UUEniT'Y
i-C'
AJE
47
MIAMI BEACH
TO:
FROM:
DATE:
SUBJECT: REFERRAL TO THE FINANCE AND CTTYWIDE PROJECTS COMMITTEE
REGARDING THE WAIVER OF RENTAL FEES FOR HALLSA, B, C, DAND
ADJACENT MEETING ROOMS AT THE MIAM! BEACH CONVENTION
CENTER FOR THE NATIONAL FOOTBALL LEAGUE (NFL) AND
SPONSORSHIP FOR THE 2O2O SUPER BOWL LIV.
RECOMMENDATION
Administration recomrnends this item be referred to the Finance and Citywide Committee to consider
the request to waive the Miami Beach Convention Center facility rental fees in the arnount
sponsorship support for Super BovM LIV 2020.
BACKGROUND
On May 19, 2015, the National Football League (NFL) announced the four finalists that would
compete to host either Super Bowl Llll in 2019 or Super Bowl LIV in2020; South Florida was arnong
the four flnalists. On May 24,2016, the NFL awarded Super Bowt LIV to South FIorida, where the
game will take place at the newly renovated Hard Rock Stadium in Miani Gardens, Florida on
Sunday, February 2, 2020.
The Super Bowl is one of the largest national television events, with nrcre than 111.9 million viewers
worldwide. The event is an economic engine that brings with it rnore than $300 million in economic
impacts, $31 million in city and state tax revenue, and $190 million in direct spending. More than 1.3
million people attend the Super Bowl Park and NFL Experience each year, with over half of those
individuals being out-of-town visitors. The Super Bowl has becorne a global phenornenon that puts
the host location on an international stage and generates an eponential groMh in tourism,
ocrupancy, and room rates. Greater Miant' Convention & Visitors Bureau statistics indicate
occupancy rates for Super Bowl 2007 and 2010 increased 12.3% for the Sunday prior to the event,
and 31 .2o/o for the Super Bowl Sunday. Room rates grew from 6% on the Sundays prior to Super
Bowl and 99.5% on Super Bowl Sundays. The Revenue per Available Room (RevPAR) increased
by 19.3o/o for the Sunday prior, and 1600/o for Super Bowl Sunday.
As part of the Super Bowl, the NFL Eperience will be hosted at the Miami Beach Convention
Center along with the following activations; Media Center; Radio Row; and NFL Social Media
Comrnand Center from January 18-February 6, 2020. The NFL will be utililng all four halls of the
Miami Beach Convention Center and the adjacent nreeting roorrs to accomrnodate their NFL
Eperience and nredia needs. These high profile activations will rermin in place during the entire
Commission Committee Assignments - C4 E
COMMISSION MEMORANDUM
Honorable Mayor and Members of the City Commission
Jimny L. Morales, City Manager
May 17,2017
Page 131 of949
48
week of the 2020 Super Bowl.
The NFL Eperience hosted at the Miami Beach Convention Center is the largest event, both
physically and in number of attendees, in the week leading up to the Super Bowl. Fans that attend
will enjoy a variety of interactive garnes, displays, entertainment attractions, kids'clinics, and free
autograph sessions. With more than 1 Million visitors, the NFL E4cerience has becone one of the
cornerstone events of the week leading up to Super Bowl Sunday.
The NFL Media Centel Radio Row, and the NFL Social Media Comrnand Center all play an
integral part in the rnedia coverage of the Super Bowl. The Media Center serves as the horne for
both local and national rnedia during their work at the Super Bowl. lt houses a variety of press
conferences throughout the week and can see as rnany as 5,000 media outlets. The NFL Social
Media Conrmnd Center is the hub for all things Super Bowl in the week leading up to Super Bowl
2020 and Miami Beach will be in the center of it all with this key elenrent located within the City.
As part of the NFL's commitrnent to the City of Miami Beach, the Super Bowl Host Committee 2020
will lead the efforts to connect NFL Charities related to the Super Bow! 2020 and key Miami Beach
projects supported by NFL Charities. These projects include; NFL Play 60; Make A Wish
Foundation; NFL Business Connect; and NFL EnvironrnentalAwareness lnitiatives, and represent a
significant impact on the local community.
The Super Bowl Host Committee requested that the City waive the Miami Beach Convention Center
facility rental fees in the arnount of $857,540.80, and provide sponsorship support for Super Bowl
LIV 2020 through the donation of $150,000 to the Super Bowl Host Conunittee 2020. Details and
deliverables of the sponsor package would need to be erplored if approved. The funding source
would need to be considered during the FY 2017118 budget developnrent process. Typically these
types of sponsorships are funded from resort tax collections, which, it should be noted, have been
down 12Yo since Janu ary, 2017, corpared to the sarne period in 201 6.
KB/ESA/PC
ANALYSIS
As part of the NFL's Super Bowl LIV NFL Experience Venue License Term Sheet, the NFL
requests the waiving of the Miami Beach Convention Center facility rental fee for the duration of
the event. ln addition to the week of activations within the Miami Beach Convention Center, the
NFL also requires 2 weeks prior to Super Bowl Sund ay f or setup and 1 week after Super Bowl
Sunday for breakdown. The facility rental fee for the NFL would be $857,540.80.
ln addition, due to the significant and notable impact on the City of Miami Beach as a destination
city, the estimated $300 million economic impact, 1 million visitors to the Miami Beach
Convention Center, and the generous investment the Super Bowl will provide to the local
community through their work with NFL Charities, the proposition of awarding the Super Bowl
Host Committee 2020 a sponsorship in the amount of $t50,000 has been presented. We
anticipate this will sponsorchip will be supplemented by funds from the Miami Beach Visitor and
Convention Authority in approximately $90,000, as well as significant funds from the Greater
Miami Convention & Visitor's Bureau.
Page 132 of 949
49
Legislative Tracking
Tourism, Culture and Economic Development
Page 133 of949
50
,T'E,J'
T',
UUEhiT'Y
-T',
UUC'
51
MIAMI BEACH
TO:
FROM:
DATE:
SUBJECT: REFERRAL TO THE FINANCE AND CITYWIDE PROJECTS COMMITTEE
TO DISCUSS THE POTENTIAL IMPACT OF HIGHER HOMESTEAD
EXEMPTIONS ON PROPERTYTAX REVENUE FOR MIAMI BEACH.
ANALYSIS
PIease place on the May 17 , 2017 City Commission Agenda, a refenal to the Finance and
Citynruide Projects Committee (FCWP) to discuss the potential impact to the City budget that
raising the homestead exemption on property tiax revenue could have in Miami Beach.
ln November of 2018, 4.3 million homeowners in the state of Florida could vote on increasing
homestead exemptions from the cunent $50,000 on the first $100,000 of a home's taxable
value to $75,000 in an effort to give homeowners a break on property taxes. While the average
homeowner participating in this program - a program that cunently lowers by $50,000 the
taxable value on a primary residence - may save an average of $200, it is estimated that Miami-
Dade County could lose approximately $76 million per year in property tax revenue. The cut
could negatively and directly affect basic services including police and fire as well as business
owters and temporary vacationers who could see raises to their annual taxes.
ln light of this information, I would like to direct staff to work with the Property Appraiser's Office
to help assess and determine the impact that such a cut could have on the City of Miami
Beach's property tax revenue.
Attached is a recent Miami Herald Article reporting on the issue.
Please contact my office at eXension6437 for additional information.
Leqislative Trackino
Commissioner John Elizabeth Aleman & Co-sponsored by CommissionerAniola
Commission Committee Assignments - C4 F
COMMISSION MEMORANDUM
Honorable Mayor and Members of the City Commission
Comnissioner John Eizabeth Alenpn
May 17,2017
Page 134 of949
52
ATTACHMENTS:
Description
D Miami Herald - Raising Homestead Exenptions
Page 135 of949
53
EDITORIATS MAY 0,l,201710:38 PM
Higher homestead exemption will pit voters against the
cities where they live
MIA[,II HERATD EDITORIAT BOARD
Besides electing a new governor in November 2018, Floridians likely will make a
critical financial decision that could save them hundreds of dollars each year, while
doing great harm to the cities and counties where they live.
It's quite the dilemma: Should I personally profit or should I think of the greater
good? That, in a nutshell, is the question voters will have to wrestle with at the
ballot box.
Page 136 of949
54
That's because state lawmakers threw Floridians a hot potato. The Legislature
agreed to allow voters to decide whether to increase the homestead exemption for
about 4.3 million homeowners who take advantage of program that currently
lowers by $sO,O00 the taxable value on a primary residence.
ADVERTISING
SPRIN
GOINGON NOW
roomstogo,com
Now, voters will be the ones to decide whether to give homeowners an additional,
and hefty, break on property taxes in the form of a larger homestead exemption.
The measure calls for the average homestead exemption to i.r-p to $75,000 from
$SO,OOO on the first $100,000 of a home's taxable value. In effect, tax a
$100,000 home as if it were worth $25,000, or a 9200,000 home as if it were
worth $125,000.
That's a nice break - about $2OO for the average homeowner.
The measure has been a priority for House Speaker Richard Corcoran, who sees it
as an opportunity to force local governments to scale back in the face of rising
revenues from a rebounding economy. "I've had numerous conversations with tons
of senators about making sure that we fight for the people," Corcoran told the
Herald/Times Tallahassee Bureau, "and not wasteful, unaccountable, lazy
governments."
ffiiSa#
Page 137 of 949
55
Of course, cities and counties would counter that they're not raking in the dough,
especially when so many, including Miami-Dade, have been wary of raising taxes
on this side of the Great Recession.
This most far-reaching change to Florida tax policy in years is a double-edged
sword that could have a lasting impact on local government revenues for decades to
come.
Lawmakers view it as an easy way to seek favor with the electorate and keep the
promise of helping the middle class.
But there is a dark side to this potential giant tax break. For counties and cities, it
spells a huge financial loss that amounts to between $6OO million and $700 million
for the entire state. And they want taxpayers to know that approving such a steep
cut in property taxes will come with collateral damage - although schools are
exempt, it likely will result in cuts in basic services, such as police and fire. It also
likely will require higher taxes on businesses and snowbirds to make up the deficit.
Miami-Dade would lose $76 million a year in property tax revenue, according to
the Florida Association of Counties, and Broward has predicted it will lose $40
million a year.
A legal challenge could arise between now and next year with the potential loss of
so much revenue. And municipalities are likely to launch an aggressive campaign to
rally public opinion to their side.
The measure must be approved by at least 60 percent of voters to take effect. As a
proposed amendment to Florida's Constitution, it can't be vetoed by Gov. fuck
Scott. So it's up to the voters to decide this financial dilemma. After all, if the
higher tax break is approved, Floridians will pay - one way or another.
SUGGESTED FORYOU
tvva
Q COMMENTS W
Page 138 of 949
56
,7-Efr,
7-JUEnf7-Y
t-7-t.,REE
57
Commission Commiftee Assignments - C4 G
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Rafael E. Granado, City Clerk
DATE: May 17,2017
SUBJECT: REFERRAL TO THE FINANCE AND CITYWIDE PROJECTS COMMITTEE .
DISCUSSION RELAT!NG TO CITY CLERK RAFAEL E. GRANADO'S
ANNUAL PERFORMANCE EVAL UATI ON.
ANALYSIS
Please place on the May 17 , 2017 City Commission agenda, a refenal to the Finance &
Citywide Projects Committee to discuss City Ctek Rafael E. Granado's annual performance
evaluation.
As in the past, it has been customary for the Chairperson of the Finance & Citynride Projects
Committee to be designated as the person who negotiates, on behalf of the City Commission,
the employment contracts for the City's three Charter officers (i.e. the City Manager, City Clerk
and CityAttorney).
Legislative Tracking
Office of the City Clerk
Page 139 of949
58
,7-Efr,
7-JUEAJT'Y
-FC'UR
59
Gommission Committee Assignments - C4 !
MIAMI BEACH
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Raul J. Aguila, CityAttorney
DATE: May 17,2017
SUBJECT: REFERRAL TO THE FINANCE AND CITYWIDE PROJECTS COMMITTEE .
DISCUSSION RELATING TO CITYATTORNEY RAUL J. AGUILA'S ANNUAL
PE RFORMANCE EVALUATI ON.
ANALYSIS
Please place on the May 17,2017 City Commission agenda, a refena! to the Finance &
Citywide Projects Committee to discuss City Attomey Raul J. Aguila's annual performance
evaluation.
As in the past, it has been customary for the Chairperson of the Finance & Cityrvide Projects
Committee to be designated as the person wlro negotiates, on behalf of the City Commission,
the employment contracts for the City's three Charter officers (i.e., the City Manager, City Clerk,
and the CityAttomey).
Legislative Tracking
Office of the CityAttomey
Page 141 of 949
60