Resolution 2018-30397RESOLUTION NO. 2018 -30397
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, APPROVING IN SUBSTANTIAL FORM AND
AUTHORIZING THE CITY MANAGER TO EXECUTE, IN A FORM
ACCEPTABLE TO THE CITY ATTORNEY, A FIVE (5) YEAR SPONSORSHIP
AGREEMENT WITH FLORIDA INTERNATIONAL UNIVERSITY FOR THE
SOUTH BEACH WINE & FOOD FESTIVAL, DETAILING THE TERMS OF THE
CITY'S SPONSORSHIP OF THE EVENT AND THE PUBLIC BENEFITS
THEREOF; AND APPROVING A WAIVER OF SPECIAL EVENT PERMIT FEES
IN THE APPROXIMATE AMOUNT OF $120,102.24.
WHEREAS, the 17th Annual Food Network South Beach Wine & Food Festival
(" SOBEWFF" or "Event ") is a national, star- studded, four -day destination event showcasing the
talents of the world's most renowned wine and spirits producers, chefs, and culinary
personalities, which will take place in the City of Miami Beach ( "City ") from Thursday, February
21, 2019 to Sunday, February 24, 2019; and
WHEREAS, SOBEWFF has a long history of partnering with the City to provide public
benefits, resident access, and promotional benefits to Miami Beach; and
WHEREAS, the recent Sponsorship Agreement between the City and SOBEWFF, which
expired on May 1, 2018, following a term of two years, provided for sponsorship benefits to the
City and a waiver of the City's special event permit fees; and
WHEREAS, SOBEWFF has become one of the largest and well -known festivals of its
kind in the country, attracting visitors from around the world. The proceeds of SOBEWFF
directly benefit the Florida International University ( "FIU ") School of Hospitality and Tourism
Management, and underline the reputation of the City of Miami Beach as a world -class culinary
destination; and
WHEREAS, over the last 17 years, SOBEWFF has grown to attract more than 8,000
residents and visitors to the Event each day, producing increased hotel room night generation
year over year. Eighty percent (80%) of SOBEWFF's total Event attendance, which amounts to
more than 50,000 guests, derives from events that take place in the City of Miami Beach; and
WHEREAS, the 2019 SOBEWFF Event will include the following:
• Goya Foods Grand Tasting Village featuring MasterCard Grand Tasting Tents and
Culinary Demonstrations;
• Wine Spectator Trade Tasting presented by Southern Glazer's Wine & Spirits of Florida;
• Barilla's Italian Bites on the Beach;
• Heineken Light Burger Bash presented by Schweid & Sons;
• Fontainebleau Miami Beach presents Wine Spectator's Best of the Best sponsored by
Bank of America;
• A Saturday night event;
• A closing event; and
WHEREAS, for the 2019 Event, SOBEWFF is requesting the following waivers of City
fees, in a total amount of approximately $120,102.24:
• Special event application and permit fees - $750
• Vehicle beach access pass fees - $9,750
• Special event square footage fees - $55,932
• Lummus Park user fees - $15,642.54
• Police Department off -duty administrative fees - $11,596
• Light pole banner permit fees - $7,500
• Mini billboard permit fees- $200
• 20% concession fees - $18,731.70; and
WHEREAS, beginning this year, SOBEWFF is requesting that the City enter into a five
(5) year sponsorship agreement with SOBEWFF to continue the City's support from 2019 to
2023. The terms of this long -term agreement would be consistent with the terms of previous
sponsorship agreements, and would include a waiver of special event fees; and
WHEREAS, due to the positive relationship between SOBEWFF and the City, positive
community and resident response, and impactful hotel room night generation created by
SOBEWFF in Miami Beach, SOBEWFF is requesting consideration of a five (5) year
commitment from the City to ensure that SOBEWFF will be allowed to conduct the Event in
Miami Beach, pursuant to a special event permit, with the Event's current footprint, until 2023;
and
WHEREAS, as part of the City's due diligence, and consistent with the requirements for
Priority 1 events held in the Miami Beach Convention Center and throughout the City of Miami
Beach (e.g., Art Basel, Design Miami, etc.), the Administration has requested that SOBEWFF
provide an audited report documenting Miami Beach hotel room nights generated by or
associated with SOBEWFF. The audited room night report for the 2018 Event indicates that the
Event generated 30,576 room nights, which would clearly qualify SOBEWFF as a Priority 1
Citywide event. The City has entered into long -term agreements with both Art Basel and Design
Miami, which similarly provide very significant room night generation in Miami Beach; and
WHEREAS, SOBEWFF has specifically requested that the City agree to a minimum of
the following terms:
• Benefits to the City:
o Recognition of Platinum -level sponsorship and general festival recognition with
tiered level logo on welcome banners at the Grand Tasting Village;
o SOBEWFF will provide the City with the following Event tickets, to be provided to
City Commissioners and other City officials:
• Eight (8) tickets to Grand Tasting Village on Saturday, February 23, 2019;
• Eight (8) tickets to Grand Tasting Village on Sunday, February 24, 2019;
• Sixteen (16) tickets to Italian Bites on the Beach (North Venue) on
Thursday, February 21, 2019;
• Sixteen (16) tickets to Burger Bash (North Venue) on Friday, February 22,
2019;
• Sixteen (16) tickets to Beachside BBQ (North Venue) on Saturday,
February 23, 2019; and
• Sixteen (16) tickets to Closing Party (North Venue) on Sunday, February
24, 2019; and
o Print and media recognition in the Official Guide to the South Beach Wine &
Food Festival; City logo on "thank you" advertisements running the weekend of
SOBEWFF; recognition in select print promotional materials distributed locally,
nationally and internationally; and an opportunity to produce press releases
promoting participation;
o Electronic recognition on SOBEWFF website, mobile app, online auction website,
e- newsletter, and web banner;
o Gifting opportunities include inclusion in Trade Day and Grand Tasting gift bags;
o 2019 SOBEWFF Auctions (an opportunity to donate a mutually agreed -upon
auction item to one of the SOBEWFF Online Auctions);
o Opportunity to invite Miami Beach Senior High School Hospitality Students to
volunteer for the SOBEWFF family event, entitled Fun and Fit as a Family;
o Co- marketing opportunities to promote important City initiatives and ties to
SOBEWFF;
o Four (4) Juicy Tidbits e- Newsletter stories to promote the City (circulation of
380,000);
o Four (4) Facebook or Twitter posts to promote City events. Facebook circulation
of 50,000, Twitter circulation of 22,000; and
o Opportunity to place City promotional material in the SOBEWFF Official
Hospitality Suite (headquarters for VIPs, chefs and seminar presenters).
• Benefits to SOBEWFF:
o Waiver of special event application fees, permit fees, vehicle beach access pass
fees, square footage fees, Lummus Park user fees, Police Department off -duty
administrative fees, banner permit fees, mini billboard permit fees, and 20%
concession fees; and
o A five (5) year commitment to activate SOBEWFF in the current Miami Beach
locations including the Main Site ( Lummus Park beachfront between 10th and
13th Streets), the North Venue (at beachfront between Lincoln Road and 17th
Street), Espanola Way, and various hotel venues including the Fontainebleau,
Loews Miami Beach, SLS Hotel, Surfcomber Hotel, W South Beach, and 1 South
Beach.
• Miami Beach Public Benefits:
o SOBEWFF is offering Miami Beach residents discounted advance ticket sales
opportunities (during a two -week pre -sale period). The opportunity will consist of
a 15% discount applied to the purchase of a maximum of two (2) tickets of a
choice of one SOBEWFF large - scale event (over 200 guests) taking place in
Miami Beach; and
o Two hundred and fifty (250) tickets to each day of SOBEWFF's family event,
entitled Fun and Fit as a Family. A total of five hundred (500) tickets will be
provided. The tickets are to be distributed to local schools and after - school
programs so that Miami Beach children and their families can attend this event to
learn about health and wellness; and
WHEREAS, although the City's Sponsorship of Events Ordinance, set forth in Chapter
12 of the City Code, "Arts, Culture, and Entertainment," at Article III, "City Sponsorship of
Events," is not effective until October 1, 2018, and further, does not apply to sponsorship
agreements with governmental entities, such as Florida International University, SOBEWFF
would, in any event, meet the criteria set forth in the Ordinance, as follows:
1. SOBEWFF has not yet applied for CAC or VCA sponsorship, but has communicated
with the VCA leadership, and fully intends to apply for the maximum amount of funding for large
scale events.
2. The Event has been successfully implemented in Miami Beach for over 15 years, and
is one of the City's signature events.
3. The Event has demonstrated audited room nights on Miami Beach. As part of the
City's due diligence, and consistent with the requirements for Priority 1 events held in the Miami
Beach Convention Center and throughout the City of Miami Beach (e.g., Art Basel, Design
Miami, etc.), the Administration has requested that SOBEWFF provide an audited report
documenting Miami Beach hotel room nights generated by or associated with SOBEWFF. The
audited room night report for the 2018 Event indicates that the Event generated 30,576 room
nights, which would clearly qualify SOBEWFF as a Priority 1 Citywide event.
4. The Event is open to the public, with discounted advance tickets for City residents;
and
WHEREAS, for the foregoing reasons, the Administration recommends approval of this
Sponsorship Agreement.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission hereby approve in substantial form and authorize the City Manager to execute, in a
form acceptable to the City Attorney, a five (5) year Sponsorship Agreement with Florida
International University for the South Beach Wine & Food Festival, detailing the terms of the
City's sponsorship of the Event and the public benefits thereof; and approve a waiver of special
event permit fees in the approximate amount of $120,102.24. I
PASSED and ADOPTED this ac day of J(4 l , 2018.
ATTEST:
/fr
Rafael E. Granad , City Clerk
Dan Gelber, 'yor
APPROVED AS TO
FO • y NGUAGE
CUTION
MIAM
BEACH
Resolutions - C7 N
COMMISSION MEMORANDUM
TO: Honorable Mayor and Members of the City Commission
FROM: Jimmy L. Morales, City Manager
DATE: July 25, 2018
SUBJECT A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, APPROVING A FIVE -YEAR AGREEMENT WITH
SOBEWFF FOR THE USE OF LUMMUS PARK, ASSOCIATED FEE WAIVERS AND
COMMUNITY BENEFIT.
RECOMMENDATION
The requested long -term agreement is in line with City partnerships with similar P1 (high hotel room
night generating) events, and therefore, the Administration recommends approval of the five
year agreement, associated special event waivers, and sponsor and public benefits.
ANALYSIS
The 17th Annual Food Network South Beach Wine & Food Festival ( "SOBEWFF "), is a national,
star- studded, four -day destination event showcasing the talents of the world's most renowned wine
and spirits producers, chefs and culinary personalities, and will take place in the City of Miami Beach
( "City ") from Thursday, February 21, 2019 to Sunday, February 24, 2019.
SOBEWFF has a long -term history of partnering with the City to provide public benefit, resident
access, and sponsor recognition, which has been part of annual, repeating two -year term agreements
whereby the City has waived special event permitting fees and received sponsor benefits. The most
recent two -year agreement expired on May 1, 2018.
SOBEWFF has become one of the largest and most well -known festivals of its kind in the country,
attracting visitors worldwide. The proceeds of SOBEWFF directly benefit the Florida International
University (FIU) School of Hospitality and Tourism Management and underline the reputation of the
City of Miami Beach as a world -class culinary destination.
Over the last 17 years, SOBEWFF has grown to attract more than 8,000 residents and visitors to the
event daily, producing increased hotel room night generation year on year. 80% of SOBEWFF total
event attendance, allocated to events that take place in the City of Miami Beach, brings in more
than 50,000 guests to the City.
The 2019 SOBEWFF events will include:
• Goya Foods Grand Tasting Village featuring MasterCard Grand Tasting Tents and Culinary
Demonstrations
• Wine Spectator Trade Tasting presented by Southern Glazer's Wine & Spirits of Florida
• Barilla's Italian Bites on the Beach
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• Heineken Light Burger Bash presented by Schweid & Sons
• Fontainebleau Miami Beach presents Wine Spectator's Best of the Best sponsored by Bank of
America
• A Saturday night event
• Closing event
For 2019 SOBEWFF, the event producer is requesting approximately $120,102.24 in waivers of:
• Special Event application and permit fees - $750
• Vehicle beach access pass fees $9,750
• Square Footage fees - $55,932
• Lummus Park user fees - $15,642.54
• Police Department off -duty administrative fees - $11,596
• Light pole banner permit fees - $7,500
• Mini billboard permit fees - $200
• 20% concession fees - $18,731.70
In regards to a new agreement, SOBEWFF is requesting the City enter a five (5) year agreement
with SOBEWFF to continue their annual activation from 2019 to 2023. The long -term agreement
would be consistent with previous agreements and include the waiver of special event fees.
Due to the positive relationship SOBEWFF has had with the City, positive community and resident
response, and impactful hotel room night generation created by SOBEWFF footprint on Miami
Beach, the event producer is requesting consideration of a five (5) year long -term commitment from
the City to ensure that they will be allowed to activate, via a special events permit, on Miami Beach,
in their current footprint until 2023.
As part of the City's due diligence, similar to requirements for Priority 1 ( "P1 ") events held in the
Miami Beach Convention Center and throughout the City of Miami Beach (e.g. Art Basel, Design
Miami), Administration has requested that SOBEWFF provide an audited report documenting Miami
Beach hotel room nights associated with SOBEWFF. Attached for review is the audited room night
report indicating 30,576 room nights generated, which would quality SOBEWFF as a P1 event. The
City has entered into Tong -term agreements with both Art Basel and Design Miami which similarly
provide very significant room night generation on Miami Beach.
The event producer is specifically requesting that the City agree to the following, but not limited
to, terms:
• City benefit:
o Recognition as Platinum sponsorship and general festival recognition with tiered level
logo on welcome banners at the Grand Tasting Village;
o Each City Commissioner will receive two (2) tickets to a designated event on Miami
Beach;
o Print and media recognition is the Official Guide to the South Beach Wine & Food
Festival; City logo on thank you advertisement running the weekend of SOBEWFF;
recognition in select print promotional materials distributed locally, nationally and
internationally; and an opportunity to produce press releases promoting participation;
o Electronic recognition on SOBEWFF website, Mobile App, Online Auction website, e-
Newsletter, and web banner;
o Gifting opportunities include inclusion in Trade Day and Grand Tasting gift bags;
o 2019 SOBEWFF Auctions - an opportunity to donate a mutually- agreed upon auction item
to one of the SOBEWFF Online Auctions;
Page 515 of 1464
o Opportunity to invite Miami Beach Senior High School Hospitality Students to
volunteer for the SOBEWFF family event: Fun and Fit as a Family
o Co- marketing opportunities to promote important City initiatives and ties to SOBEWFF;
o Four (4) Juicy Tidbits e- Newsletter stories to promote the City - circulation of
380,000;
o Four (4) Facebook or Twitter posts to promote City events. Facebook circulation of
50k, Twitter circulation of 22k; and
o Opportunity to place City promotional material in the SOBEWFF Official
Hospitality Suite - headquarters for VIPs, chefs and seminar presenters.
• Event producer benefit:
o Waiver of special event application fees, permit fees, vehicle beach access pass fees,
square footage fees, Lummus Park user fees, Police Department off -duty administrative
fees, Fire Department off -duty administrative fees, temporary occupant content permit fee
(if necessary), signage permit fees, banner permit fees, mini billboard permit fees and the
20% concession fees; and
o A five (5) year commitment to activate SOBEWFF in the current Miami Beach locations
including Main Site (Lummus Park beachfront between 10th and 13th Streets), the North
Venue (at beachfront between Lincoln Road & 17th Street), Espanola Way, and various
hotel venues including the Fontainebleau, Lowes Miami Beach, SLS Hotel, Surfcomber
Hotel, W South Beach and 1 South Beach.
• Miami Beach Public benefit:
o SOBEWFF is offering Miami Beach residents discounted advance (two week pre -
sale period) ticket sales opportunities, the opportunity will consist of a 15% discount
applied to the purchase of a maximum of two(2) tickets of a choice of one SOBEWFF
large -scale event (over 200 guests) taking place in Miami Beach; and
o Five hundred (500) tickets to each day of the Festival's family event: Fun and Fit as a
Family. A total of one thousand (1,000) tickets will be provided. The tickets are to be
distributed to local schools and after- school programs so that Miami Beach children and
their families can attend this event to learn about health and wellness.
0
Pursuant to the new special event funding guidelines set forth in Ordinance 2018 -4171 (to take effect
in October 2018), the City Commission, may refer this discussion item for consideration to the
Finance and Citywide Projects Committee ( "FCWCP ") for review.
Pursuant to recent direction from FCWCP, and as approved by the full Commission on July 2, 2018,
fee waivers in the amount of $25,000 or more will constitute a City sponsorship and will therefore
require a sponsorship agreement to be put in place, detailing event deliverables, public benefit, and
sponsor recognition among other items.
Pursuant to Sec. 12 -7(a) of Chapter 12 (Arts, Culture and Entertainment) of the City Code, any
request for City Sponsorship of an event shall only be considered through the City Commission's
annual budget process. All other requests for City sponsorship, pursuant to 12 -7(b) shall require "(1)
an advisory recommendation of the Finance and Citywide Projects Committee; and (ii) by a five -
sevenths (5 /7th) vote, of the City Commission," and 12 -7(c) states that 'in considering approval of a
Sponsorship for an event, "the City Commission may consider (1) whether the event organizer has
exercised good -faith diligent efforts to apply for grant funding that may be available from the City's
Visitor and Convention Authority ( "CVA" or Cultural Arts Council ( "CAC "); (ii) the Event organizer's
history and performance in delivering quality Events, (iii) any benefits being directly provided to the
general public with respect to the Event, such as free or discounted tickets to persons residing in the
City of Miami Beach, seniors, veterans, or member of disadvantaged groups; (iv) whether the event is
Page 516 of 1464
accessible to the general public (either as a ticketed eVent or otherwise); (v) the demonstrable
economic impacts associated with the Event; (vi) the demonstrable media commitments secured by
the Event organizer for the Event; or (vii) the efforts undertaken by the Event organizer to mitigate
any quality of life impacts associated with the Event, including noise, littering, traffic or parking
impacts associated with an Event"
Although the ordinance is not effective until October 2018, the event consideration for sponsorship
would meet the guidelines in the following manner:
1. Has the event applied for CAC or VCA? In this case, the event has not yet applied for CAC
or VCA sponsorship, but has communicated with the VCA leadership and fully intends to
apply for the maximum amount of funding for large scale events.
2. How many years has the event been active on Miami Beach? In this case, the event has been
active for 17 years.
3. Does the event generate significant room nights on Miami Beach? This event does
demonstrate audited room nights on Miami Beach. As part of the City's due diligence,
similar to Priority 1 ( "P1 ") events held in the Miami Beach Convention Center and
throughout the City of Miami Beach (e.g. Art Basel), the Administration has requested that
SOBEWFF provide an audited report documenting Miami beach hotel room nights
associated with SOBEWFF. Attached for review is the audited room night report indicating
30,576, room nights generated, which should quality SOBEWFF as a P1 event.
4. What is the public benefit provided by the event? The event is open to the public with
advanced discount tickets for City residents.
If approved, the sponsorship would be formalized though a five (5) year sponsorship agreement with
a term from 2019 to 2023.
CONCLUSION
Administration recommends approval of the five year agreement, associated special event waivers,
and sponsor and public benefits.
KEY INTENDED OUTCOMES SUPPORTED
Maximize The Miami Beach Brand As A World Class Destination
Legislative Tracking
Tourism, Culture and Economic Development
Sponsor
Mayor Dan Gelber
ATTACHMENTS:
Description
a South Beach Wine & Food Festival Economic Impact
Page 517 of 1464
COOKM9:
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Profile of Attendees & Economic Impact
February 2018
Prepared by: GMCVB Research Division
In collaboration with the Chaplin School of Hospitality & Tourism
Management at Florida International University
Chaplin School of
Hosppitality & Tourism
IVlanagement
GREATER MIAMI
CONVENTION &
VISITORS BUREAU
Greater Miami Convention and Visitors Bureau
701 Brickell Avenue, Suite 2700, Miami, FL 33131- Phone: 305 -539 -3065
Email: Research@GMCVB.com
Page 518 of 1464
Background and Objectives 3
Executive Summary 4
Detailed Responses
Part 1- Attendee Characteristics 6
Part 2- Event Economic Impact Category Breakdown 16
Part 3- Demographics 18
Page 519 of 1464
In its 17th year, The Food Network & Cooking Channel South Beach Wine & Food
Festival (SOBEWFF®) is a national, star- studded, five -day destination event
showcasing the talents of the world's most renowned wine and spirits producers,
chefs and culinary personalities. Hosted by Southern Glazer's Wine & Spirits and
Florida International University (FIU), the Festival benefits FIU's Chaplin School of
Hospitality & Tourism Management and the Southern Wine & Spirits Beverage
Management Center. The Festival now attracts more than 60,000 guests annually
to its 85+ events throughout the five -day weekend, which take place at various
locations throughout South Florida.
The Greater Miami Convention & Visitors Bureau (GMCVB), in collaboration with
the Florida International University Chaplin School of Hospitality & Tourism
Management, developed a research survey tool to collect spending, demographic
and other visitor information from attendees of the Festival.
Interviews were conducted during four consecutive days /events on South Beach:
Thursday, February 22, 2018 — Barilla's Italian Bites on the Beach
Friday, February 23, 2018 — Heineken Light Burger Bash
Saturday, February 24, 2018 — Goya Foods' Grand Tasting Village
Sunday, February 25, 2018 — Goya Foods' Grand Tasting Village
A total of 833 completed surveys were collected from attendees during these four
days /events at the Festival.
The target audience consisted of attendees at the aforementioned large- format
Festival events. Attendees were interviewed via in- person intercept. The survey
was designed to:
• Determine the originating destination of event attendees
• Develop a demographic profile of attendees
• Collect information about visitor spending while staying in the Miami -Dade area
• Conduct an economic impact analysis based on the data collected to determine
the festival's direct and indirect financial impact on the region
The ensuing information is geared towards assisting the planning committee in
developing marketing initiatives to further promote and expand the event.
Page 520 of 1464
• Less than half of those in attendance were residents of Miami -Dade. When
including residents from nearby counties, two - thirds of total respondents
were "locals ".
• One in four attendees were from other parts of the U.S. International
representation consisted of a relatively smaller proportion of people
coming from outside the country.
• Over half of those from outside of the area stayed in hotels /motels, and a
small proportion of attendees stayed in rentals (including AirBnB). The vast
majority of those using paid accommodations were staying in Miami - Dade,
and, in particular, Miami Beach.
• Transportation used to get to the area was evenly split amongst fly versus
drive. In terms of getting to the Festival events, the largest proportion of
attendees arrived by car and about a third utilized ride- sharing services.
• More than half of those surveyed said they came to the area specifically
for SOBEWFF ®, followed by a substantial proportion of attendees who said
their primary purpose of visit was for vacation.
• Paid lodging use was highest on Thursday, and declined by day. Similarly,
the proportion of locals versus out -of- towners also changed during the
same period, as the percentage of people from out -of -town rivaled that of
locals on Thursday. By Sunday, half of those in attendance were from
Miami- Dade, and another quarter came from nearby Broward, Palm Beach
and Monroe Counties.
• On Thursday at Barilla's Italian Bites on the Beach, demographics of those
in attendance skewed toward Caucasian, married couples who were
slightly older and had higher incomes. As the Festival progressed, the
crowd tended to be younger, more Hispanic /Latino and single /never
married at the other events surveyed.
I'
11
Page 521 of 1464 4
• Direct expenditures by overnight visitors to Greater Miami and the
Beaches who came to the area to attend the Food Network & Cooking
Channel South Beach Wine & Food Festival are estimated from visitor -
reported spending collected during the survey conducted at the
aforementioned events. Visitors were asked for average daily expenditures
on lodging, food, local transportation, entertainment, shopping and other
related expenses for their party, as well as for the number of people within
their immediate travel party.
141 These figures are run through the Destinations International Event Impact
Calculator. The 2018 Food Network & Cooking Channel South Beach Wine
& Food Festival had a total Miami -Dade County economic impact of more
than $20.5 million in direct expenditures. Furthermore, over $13.7 million
in indirect/ induced expenditures were also generated as a result of the
event — creating a total economic impact of more than $34.2 million.
■ Locally, 5,027 jobs were directly supported by the event and 2,146 jobs
were indirectly supported; for a net total of 7,173 jobs supported.
■ More than $2.1 million in local taxes were generated by the Festival, along
with an estimated hotel room demand of 30,576 nights.
• During the week of the Festival, hotel occupancy (88.9 %) and average daily
room rates ($390.32) on Miami Beach were up compared to the same time
period /area in 2017. This created an estimated tax revenue gain of 15.9%
over the prior year on Miami Beach.
■ SOBEWFF ®'s size /impact in relation to other events that take place in and
around Miami showed that other events tended to have a comparable,
sometimes greater, impact. For example, the Coconut Grove Arts Festival
taking place the week prior drew more than 120,000 people over three
days. Hotel metrics in the area during the week of that event mirrored
those during the same week of SOBEWFF ®; albeit, this event has much
higher attendance than SOBEWFF ®.
• Taking place at the beginning of March, 2018 Carnival Miami Festival drew
a larger number of attendees. One of its signature events, Calle Ocho,
regularly draws in excess of 100,000 attendees. All inclusive, that event
had a reported economic impact of $40 million.
f
Page 522 of 1464
5
Detailed Responses
Part 1- Attendee Characteristics
Page 523 of 1464
6
Less than half of those in attendance were from Miami -
Dade. When including residents from nearby counties,
two - thirds of total respondents were "locals ".
One in four event attendees were from other parts of the
U.S.
Miami -Dade County
Elsewhere in the US
Broward County
Elsewhere in FL
Palm Beach /Monroe Counties
Outside of the US _ 2%
7%
5%
Q1. Where is your PRIMARY residence?
Base; Total respondents
16%
Page 524 of 1464
26%
44%
Of those who came from other parts of Florida, many were
from West Coast areas such as Tampa and Fort Meyers.
Others resided in central Florida areas, like Orlando.
7%
Came from areas within the state, outside of South Florida
• port
Page 525 of 1464 8
Place Of Residence - Elsewhere in the U.
Out -of -state event attendees came from all over the
country, with a higher concentration of visitors coming
from the Northeast and Midwest.
Quite a few people also came from metropolitan areas in
Texas and California.
Came from other parts of the U.S.
0.1. Where is your PRIMARY residence?
Base: Total respondents
Page 526 of 1464
More than half of out -of -town visitors stayed at a
hotel /motel. Very few people said they were renting a
residence or using peer -to -peer rentals through AirBnB.
A quarter of attendees said they were staying at their own
residences and /or just in town for the day.
90% of total visitors who used paid lodging stayed in Miami -Dade
Hotel /Motel
My own home /condo
Friends /family
Day trip (not spending the night)
9%
6%
Rented a residence 2%
Peer to peer rental (AirBnB, Home
Away, VRBO, etc.)
Q7. What type of lodging are you using during your visit?
Base: Do not reside in Miami -Dade
Q7a. Is your lodging in Miami -Dade County?
Base: Staying in paid lodging in Miami -Dade
2%
23%
57%
Ala
kIC17�39��
Page 527 of 1464 10
Attendees of SOBEWFF® who were using paid lodging
most often said they were staying in Miami Beach.
Handfuls of visitors said they were staying in Downtown or
Aventura /Sunny Isles.
Miami Beach
Downtown
Aventura /Sunny Isles
Others
7%
3%
82%
1
8%
Q8. What area is your lodging located?
Base: Using lodging in Miami -Dade
EIFIVOEN r I flI
bIS1717M11gA11
Page 528 of 1464 11
A majority of people who came from out of the area
indicated they had been to Miami -Dade before. Only
about one in five respondents said this was their first time.
Those who have been to the area before say they have
been here quite a few times.
7
Median number of previous visits to Miami -Dade among returning
visitors
Q4. Is this your first visit to the Greater Miami area (including Brickell, Doral, Coconut Grove, etc.)?
Base: Do not reside in Miami -Dade
Q4a. How many times have you visited before?
Base: Visited Miami -Dade before
Page 529 of 1464
12
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The main forms of transportation to the Miami-Dade area
amongst visitors was nearly evenly split between
automobiles and air.
50%
46%
4%
5%
N Car Li Commercial Air Charter/Private plane 1 Other
Q6. What means of transportation did you use for this trip to the Greater Miami Area? Please select all that apply.
Base: Do not reside in Miami-Dade County
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Page 530 of 1464 13
Almost half of those who came to the event used an
automobile. One third used a ride - sharing service.
One in five attendees said they just walked to the event.
47%
33%
19%
2%
3%
in Car _ Uber /Lyft in Walked ■ Bus in Other
Q11. What means of transportation did you use to arrive here at the Food Network & Cooking Channel South Beach
Wine & Food Festival? Please select all that apply.
Base: Total Respondents
X17
Page 531 of 1464
14
Attending the event was the reason most often mentioned
by respondents when asked why they were visiting the
Miami -Dade area. About one in four of those surveyed
said their main reason was for a vacation.
Relatively few people said they were in the area for
business, visiting friends /relatives or for attending
meetings /conventions.
Food Network & Cooking Channel
South Beach Wine & Food Festival
Vacation
Business 7%
Visit friends /relatives 5%
Meetings /Conventions 2%
Other 3%
Q10, What is your main reason for visiting the Greater Miami -Dade area?
Base: Do not reside in Miami -Dade
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Page 532 of 1464
27%
57%
Part 2 - Economic Impact Category
Breakdown
Event Parameters
Key Results
Event Name: SOBE Wine & Food Festival Business Sales (Direct): $20,507,366
Organization: FIU Business Sales (Total): $34,287,432
Event Type: Performing arts (concerts, theater, dance) Jobs Supported (Direct): 5,195
Start Date: 2/22/2018 Jobs Supported (Total): 2,218
End Date: 2/25/2018 Local Taxes (Total): $2,102,766
Overnight Attendees: 20,891 Net Direct Tax (R01): $1,926,101
Day Attendees 12,804 Estimated Room Demand: 30,576
Direct Business Sales
Transportation
Food & Beverage
Retail
Recreation
Space Rental
Sales by Sector
Lodging
Business Services!:
$4,000,000 $6,000,000 58000,000 $10,000,000 512,000,000 $14,000,000
Lodging
Transportation
Food & Beverage
Retail
Recreation
Space Rental
Business Services
TOTAL
$12,135,335
$876,825
$2,444,367
$1,210,360
$528,855
$695,302
$2,616,322
$20,507,366
Economic Impact Details
Direct
Indirect /Induced
Total
Business Sales $20,507,366
$13,780,066
$34,287,432
Personal Income $6,864,388
$4,453,102
$11,317,490
Jobs Supported 5,195
2,218
7,413
Taxes and Assessments
Federal Total $1,855,075
$1,228,351
$3,083,426
State Total $1,481,281
$472,658
$1,953,939
Local Total $1,926,101
$176,665
$2,102,766
Property Tax $372,024
$180,872
$552,896
Estimated Room Demand Metrics
Room Nights (total) 30,576
Peak Rooms 10,446
Total Visitor Days 70,754
Source: Destinations International Event Impact Calculator
Page 534 of 1464
17
Detailed Responses
Part 3 - Demographics
Page 535 of 1464
Gender
Female
Male
Prefer not to answer
Age
21 -25
26 - 35
36 - 45
46 -55
56 - 65
Over 65
Marital status
Single, never married
Married
Separated, divorced or widowed
Education
Some high school
High school graduate or equivalent
Some college (incl. 2 year degree)
College (4 year degree)
Graduate or professional degree
Other education
Agt
Ethnicity
65% American Indian
34% Asian
1% Black /African American
Caribbean
Caucasian
9% Hispanic /Latino
Native American 6% -
4% •
6%
3%
45%
32%
3%
5%
26%
22%
Multiracial
Other
24%
14% Household income
4% Less than $20,000
$20,000 to $39,999
$40,000 to $59,999
32% $60,000 to $79,999
58% $80,000 to $99,999
10% $100,000 to $119,999
$120,000 to $139,999
$140,000 to $159,999
$160,000 or more
Prefer not to answer
0%
6%
13%
42%
38%
2%
Average travel party size
Average length of stay
Page 536 of 1464
2%
3%
9%
8%
9%
10%
6%
6%
31%
16%
2.6
3.5
nights
19
Gender
Female
Male
2/22 2/23 2/24 2/25
BIB ' HBB ;GGTV GGTV
63% 66%
63% 68%
2/22 2/23 2/24 2/25
BIB HBB GGTV ! GGTV
Ethnicity
Native American 9% 5% 9% 3%
7% 2% 3% 6%
37% 33% 36% 31% Asian
Prefer not to answer 0% 1% 1% 1% Blacl<. /African American 3% 7% 7% 6%
Caribbean 3% 2% 3% 3%
Age Caucasian 52% 49% 40% 41%
21- 25 6% 10% 11% 10% Hispanic /Latino 22% 31% 32% 40%
26 35
36 -45
46 - 55
56 -65
21% 26% 26% 29% Multi- racial
25% 23% 22% - 21% Other
24% 25% 23% 26%
20% 14% 15% 10% Household income
2% 2% 5% 4%
6% 5% 4% 4%
Over 65 4% 3% ; 3% 5% Less than $20,000 1% " 2% 3% 2%
$20,000 to $39,999 2% 3% 1% 4%
Marital. status $40,000 to $59,999 5% 7% 11% 10%
Single, never married 23% 29% 38% 38% $60,000 to $79,999 8% 7% 6% 11%
Married 68 %'' 60% " 56% " 49% $80,000 to $99,999 10% 6% 9% 11%
Sep, /divorced /widow 9% 11% 6% 14% $100,000 to $119,999 10% 10% 9% 11%
$120,000 to $1,39,099 $% 6% 8% 6%
$140,000 to $159,999 2% 9% 6% 6%
1% 0% 00/0 $150,000 or more : 40% . 28% 34%, •„., 23%
3% 2% 5% 10% Prefer not to answer 14% 22% 13% 16%
) %:'14%
Education
Some high school
High school graduate
Some coJleg '/ yr'degree
College (4 yr degree) 41% 43% 49% 35% Average travel party size 2,0 2,8 2,5 2,6
a /prof. degree' 43% ; 36% 34% 39% Average length of stay 4 1 3 6 "" 3 0 3,4
Other education 1% 3% 2% ` 2%
LEGEND: BIB: Barilla's Italian Bites on the Beach
HBB: Heineken Light Burger Bash
GGTV: Goya Foods' Grand Tasting Village
Page 537 of 1464
20
Hotel /motel use was most prevalent by those who attended
Barilla's Italian Bites on the Beach on Thursday, and
gradually declined over the next several days. By Sunday,
day - trippers and those staying at their own homes
accounted for about half of all attendees from outside of
Miami -Dade.
Sunday was perhaps the most "local" day, as about four out
of five attendees surveyed at Goya Foods' Grand Tasting
Village were from South Florida.
2/22 2/23 2/24 2/25
BIB HBB GGTV GGTV
Miami -Dade County 38% 51% 37% 51%
Broward County 10% ` 13% 18% 21.%
Palm Beach /Monroe Counties 5% 3% 4% 6%
Elsewhere in FL
Elsewhere in the USA
Outside of the USA
Q1. Where is your PRIMARY residence?
Base: Total respondents
Hotel /Motel
Own hor
Friends /relatives
en t a residence
Peer to peer rental
Day trip (not spending a night
Q7. What type of lodging are you using during your visit?
Base: Do not reside in Miami -Dade
4% 5% 1 % 5
38% 28% 26% 15%
2/22 2/23
BIB HBB
74% 63%
14% 20%
8%
6%
2
2/24
GGTV
59% 32%
7%
9% 14%
2%
2/25
2% 1% 3% 2%
2% 6 %a. 4%
Page 538 of 1464
21